the story of why presentation to nus

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THE STORYOF WHYCRACKING THE SOCIAL CODE

27 November 2013 | NUS ISS | Where is Social Media Going in 2014?

Wave 1AustraliaChinaFranceGermanyItalyIndiaJapanMexicoPhilippinesRussiaSouth KoreaSpainUnited KingdomUnited States

Wave 2AustraliaBrazilChinaFranceGermanyGreeceIndiaItalyJapanMalaysiaMexicoPakistanPhilippinesRussiaSingaporeSouth KoreaSpainTaiwanThailandUnited KingdomUnited States

Wave 3AustraliaAustriaBrazilCanadaChinaCzech RepublicDenmarkFranceGermanyGreeceHong KongHungaryIndiaItalyJapanMexicoNetherlandsPakistanPhilippinesPolandRomaniaRussiaSouth KoreaSpainSwitzerlandTaiwanTurkeyUnited KingdomUnited States

Wave 4AustriaBelgiumBrazilCanadaChinaColombiaCzech RepublicDenmarkEcuadorFinlandFranceGermanyHong KongHungaryIndiaItalyJapanLatviaLithuaniaMalaysiaMexicoNetherlandsNorwayPeruPhilippinesPolandPortugalRomaniaRussiaSingaporeSouth AfricaSouth KoreaSpainSwedenTurkeyUnited KingdomUnited States

Wave 5AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCzech RepublicDenmarkEcuadorEgyptEstoniaFranceGermanyHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited Kingdom

Wave 6AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBrazilCanadaChileChinaColombiaCroatiaCzech RepublicDenmarkEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIreland (ROI)ItalyJapanKuwaitLatviaLebanonLithuaniaMalaysiaMexicoNetherlandsNorwayOmanPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUnited Arab EmiratesUkraineUnited KingdomUnited StatesVietnam

Wave 7AlgeriaArgentinaAustraliaAustriaBahrainBelgiumBosnia & HerzegovinaBrazilBulgariaCanadaChileChinaColombiaCote d’IvoireCroatiaCzech RepublicDenmarkDominican RepublicEcuadorEgyptEstoniaFinlandFranceGermanyGreeceHong KongHungaryIndiaIndonesiaIreland (ROI)IsraelItalyJapanKenyaKuwaitLatviaLebanonLithuaniaMacedoniaMalaysiaMexicoNetherlandsNigeriaNorwayOmanParaguayPeruPhilippinesPolandPortugalPuerto RicoQatarRomaniaRussiaSaudi ArabiaSerbiaSingaporeSlovakiaSouth AfricaSouth KoreaSpainSwedenSwitzerlandTaiwanThailandTunisiaTurkeyUkraineUnited Arab EmiratesUnited KingdomUnited StatesVietnam

65countries

48,945respondents

THE SEARCH

FOR WHYFOR MEANINGIS THE SEARCH

7 years of asking WHY has shown us that

5NEEDSunderpin all social behaviour

VALUE EXCHANGE

WHYANSWERING

AND SEARCH FORTHE VALUE EXCHANGE

A look at 16 categories,

top interactions consumers look for from companies/brands,

and how consumers would feel if companies interact with them.

An opportunity to learn something new

COMPUTER Software

Access to the latest news about computer software

Help and advice

Consumers would want to spend more time with the product, making them want to find more information about it. They feel that it will give them detailed understanding of the brand, making them feel valued as a customer in the process.

Access to the latest news about consumer technology

CONSUMER Technology

Access to entertaining content and experiences


Consumers would feel that they will have more knowledge of what the product is, hence they want to find more information about it. The product would be more desirable for them, thus encourages them to try it.

GAME Consoles/ Games

Help to relax and escape from everyday life


Access to the latest news about games consoles or games

Consumers would feel that they want to spend more time with the product making them desire for it. They will look for more information about it and willing to recommend the product to their friends.

MOBILE /Telecommunications


Access to the latest news about mobile/telecommunications


Consumers would want to spend more time with the brand and in the process would desire for it more. They will find more details about it and in the end get clearer understanding of its products and services.

FOOD and Drinks

Access to the latest news about food and/or drinks



Consumers would easily be encouraged to try it and very much willing to recommend it to their friends. They would feel valued as a customer hence they will spend more time with it as the product now becomes very desirable for them.

SPORTS

Access to the latest news about sports



Consumers will find more things about the brand and will spend more time just to get information about it. The sports product will become desirable for them and in the end recommend it to their friends once they find value from it.

TRAVEL


Access to the latest news about travel


Consumers will spend more time with your product or service, making it more desirable for them to travel. They will find more things about it that will result to remembering it.

MOVIES



Access to the latest news about movies

Consumers would spend more time with it, desiring to watch the movie. Once they get a good experience from watching it, they will surely recommend it to others.

MUSIC


Access to the latest news about music


Consumers will find more time with it making it seem more desirable for them. They will find out more about the music, and be encouraged to recommend it to others.

PERSONAL Care

Access to the latest news about personal care

Help and advice


Consumers will get detailed understanding about the brand, making them want to find out more information. They will be encouraged to try the product and feel that they are a valued customer.

HEALTH and Wellbeing

Access to the latest news about health and wellbeing

Help and advice


Consumers will get detailed understanding about the brand, same feeling for the personal care category. They will want to find out more information about it, encouraging them to try the product.

LUXURY Goods

Access to the latest news about luxury goods


An opportunity to display my interest or support

Consumers will desire the product, making them want to purchase it. They will get more understanding about the brand and will make sure to find out more about it.

CARS / Motorcycle

Access to the latest news about cars/motorcycles


Help and advice

Consumers will want to find out more about the product and should they find the value compelling, they will recommend it to others. They will get more details about the product and will feel valued as a customer should the brand interacts with them.

CHARITABLE Orgs / Causes

An opportunity to help others

An opportunity to display my interest or support

Help to create something worth sharing

Consumers will spend more time with your cause and will recommend it to others.

PERSONAL Finance

Help and advice

Access to the latest news about personal finance


Consumers will feel valued as a customer and will get more detailed understanding about it, wanting to find out more.

CHILD Care

Access to the latest news about childcare

Help and advice


Consumers will get detailed understanding about the brand and will want to find out more. They will feel valued as a customer that they will recommend the product to their friends.

The insight we gather from Wave drives a very different philosophy. By asking WHY first we can build strategies that foster a MUTUALLY beneficial value exchange between brands and consumers. The mutual word is important because, if the communication doesn’t benefit both, it just

cannot succeed long term. With Wave we start with a very fundamental question, what does the

consumer want from our brand and how will they feel towards us if we deliver it. This means we

can boil down our thinking, concentrating only on the value exchange, where brand objective and

consumer need intersect.

THANK YOU.Joseph SalesDigital Director, UM SingaporeEmail: [email protected]: 9780 1840