Delphique is one of the flagship events that MDI organizes on a yearly basis. This presentation was presented by the communications research panel 2010 during the event this year (20-21 November 2010). Research involved understanding the critical factors for understanding the behaviour of the social media user on social media.
Memorándum de Entendimiento (MoU) entre Codelco y SQM
Social media communication uncovering design intricacies
1. Social Media Communication-
Uncovering Design intricacies
Presented By:
Delphique Communications
Research Panel 2010
1/29/2015 Communications
Research Panel 2010
3. Objectives
1) Studying the underlying factors affecting
social media behavior of a user.
2) Identifying the most critical factors behind a
successful social media communication
strategy.
1/29/2015
Communications Research
Panel 2010
4. Objective – 1:Parameters
Factors:
1. Perceived ease of use
2. Perceived usefulness
3. Perceived enjoyment
4. Social Influence
5. Flow – which is a factor
depending on previous
four
1/29/2015
Communications Research
Panel 2010
Acceptability
Frequency of
Usage
Behavioral
Intentions
social media behavior = Behavioral Intentions
5. 1/29/2015
PROPOSED MODEL
(Based on Secondary Research)
SELF-ESTEEM
ANXIETY
CONSCIENTIOUSNESS
EXTROVERSION
FLOW
SOCIAL INFLUENCE
PERCEIVED
USEFULNESS
PERCEIVED EASE OF
USE
PERCEIVED
ENJOYMENT
BEHAVIORAL
INTENTIONS
H6
H2
H5
H8
H1
H7
H3
H4
H9
H10
H11
H12
H13
Communications Research
Panel 2010
6. 1/29/2015
H1: Perceived usefulness of a social networking website is
positively associated with behavioral intentions to use the social
networking website
H2: Perceived ease of use is positively associated with behavioral
intentions to use a social networking website.
H3: Perceived ease of use is positively associated with perceived
usefulness of a social networking website
H4: Social influence is positively associated to the behavioral
intentions to use a social networking website.
H5: Perceived enjoyment is positively associated with behavioral
intentions.
Hypothesis
Communications Research
Panel 2010
7. 1/29/2015
H6: Flow experience is positively associated to the behavioral
intentions to use a social networking website.
H7: Extroversion is positively associated with the perceived
usefulness of the social networking website.
H8: Extroversion is positively associated with the perceived
ease of use the social networking website.
H9: Extroversion is positively associated with the perceived
enjoyment of the social networking website.
Communications Research
Panel 2010
Hypothesis
8. 1/29/2015
.
.
H10: Conscientiousness is positively associated with perceived
ease of use of the social networking website.
H11: Anxiety is positively associated with the perceived
usefulness of the social networking website.
H12: Self Esteem is positively associated with the perceived
usefulness of the social networking website
H13: Self Esteem is positively associated with the perceived
enjoyment of the social networking website.
Communications Research
Panel 2010
Hypothesis
9. Research Methodology
• Questionnaire
• Data Collection
o Target Audience: MDI Students
o questionnaires floated: 205
o Respondents: 171
• Reliability Analysis
• Regression Analysis to check the validity of our
hypotheses
• Correlation Analysis
1/29/2015
Communications Research
Panel 2010
10. 1/29/2015
PROPOSED MODEL
(Based on Secondary Research)
SELF-ESTEEM
ANXIETY
CONSCIENTIOUSNESS
EXTROVERSION
FLOW
SOCIAL INFLUENCE
PERCEIVED
USEFULNESS
PERCEIVED EASE OF
USE
PERCEIVED
ENJOYMENT
BEHAVIORAL
INTENTIONS
H6
H2
H5
H8
H1
H7
H3
H4
H9
H10
H11
H12
H13
Communications Research
Panel 2010
12. We hypothesized that the following factors could be used to
discriminate the behavioral intentions of a social media user:
o Gender
o Network Size
o Multiple Presence
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Communications Research
Panel 2010
Supplementary Research
18. Part-2
Critical factors behind the
success of a social media
communication strategy
1/29/2015
<Communications Research
Panel 2010>
19. 1/29/2015 Communications Research
Panel 2010
Pilot
Consistency
Branding
Human
Interface Listening
Integrating
offline
16 factors
Secondary
Research
Integration No Spam
Freebies
Limited
Presence
Innovation
Not Selling
Blogs
Humour
Sharing all
events
Call to
Action
Primary
Research
Based on secondary research, we developed this model to explain behavioral intentions.
In order to validate the proposed model we developed these hypothesis.
Based on secondary research, we developed this model to explain behavioral intentions.
Based on secondary research, we developed this model to explain behavioral intentions.
So we see that the medium, as opposed to traditional media is driven by the target and not the sender. Having done that, we tried to find what are the underlying factors behind popular social media campaign. Through secondary research, we studied some popular campaigns and were able to filter down to 16 factors that were a common denominator in some way or the other in them.
However, we further tried to figure out which factors were more important through primary research done with some social media experts which led us to 8 essential factors
This is done so that followers get a peak into all platforms by creating a hub for all company related information at one page, mostly Facebook. This directs traffic to all platforms on which you are present. Zappos, Dell, Best Buy, Southwest airlines
Spam is a strict no-no. people follow companies that involve rather than the ones that bombard followers with information on how good their products are.
Guy Kawasaki, popular social media guru, started auto tweeting with the help of a robot for his new initiative: Garage ventures. This was not taken well by people who unfollowed him as a result of this.
it is also very important for companies to first figure out what their TG is talking, so as to know their need. Therefore, tracking (or listening) to what the followers say is very important before designing the social media offering
For Customer Involvement
Customers share ideas.
See, discuss , vote and check results
Make users feel they are part of decision making. Increased loyalty to company.
Starbucks, Mountain Dew are campaigns where companies actually ask for ideas and also show consumers the level to which the idea has been implemented
it is very important to ensure that a company’s responses are not auto generated, but are sustained by interaction.
Gift Coupons/ discounts
Give as many discounts coupons as possible in given time.
Promote group buying.
GAP, Zappos
Not only do these actions help in attracting people, but continuous innovations in the campaigns keep people hooked onto the campaigns. It would not help if people like a campaign, spend some time and never return back
Real Life Simulation:
Create platform for audience to experience what they can’t in real life.
Entice non users/ followers to go for your product /service.
Generate rapid word of mouth
The Dark Knight Campaign, Sacrifice 10 friends campaign, second life
The company has to make sure that the brand positioning is intact, even though the medium is strikingly different. Therefore, it would help if the company uses the same promotional techniques in both offline and online space so as to prevent a disconnect. Relevant applications which intrigue customers therefore help.
One of the biggest challenges of social media campaigns is to keep people involved for a longer duration. People need to keep on coming back which would help if companies involve them
blogging is one thing that is extremely important. However, it is not for everyone. FMCG or fashion apparel companies, for example would not find blogging useful in their social media initiatives.