Dive Social is China's first social media motivation study. It deep dives into the motivations of social media, delving into the underlying reasons that drive Chinese social media users. Going beyond social media usage numbers, this study clears up myths of what people want from brands and content that influences them. The study dispels myths like the influence of Key Online Leaders, the reach of brand accounts on social and who actually uses social media.

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2. Thank you
OMD is proud to share with you the first volume in its Dive series. This one focuses on social media and understanding motivations that trigger audiences to interact with our client’s brands and their content.
It challenges conventional social media practice and brings to the forefront a planning methodology that prior to today was perceived as more of an art.
Today we introduce a new dimension into our clients’ social media planning.
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3. With great craft and care
Bhasker Jaiswal, Managing Partner, Business Intelligence, OMD
Jeanette Phang, Director, Business Intelligence, OMD
Ali Zein Kazmi, Head of Social, OMD
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4. Why this study?
1.Growth in the audience of social media users.
2.Rise and demise of social media platforms
3.Growth in mobile penetration driven by social adoption
4.Interest based networks challenging mainstream platforms
A Study of ChannelsPeople
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5. Fulfillment of higher order needs
Social feedback provides a sense of belonging
Sharing informational is inherently rewarding
SOCIAL NEED STATES
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6. PEOPLE
MOTIVATION
INFLUENCE

7. Why is motivation important?
SPEND
Dinner is cheap.
USAGE
I feel good when I eat steak for dinner.
BUZZ
We feel good when we eat steak for dinner.
SENTIMENT
We feel better after dinner, not before.
MOTIVATION
We feel better eating the steak after dinner, because we are hungry.
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USAGE
CONVERSATION
MOTIVATION
A 3rddimension to social media planning

9. Understanding the importance of 1%
1,000,000 FOLLOWERS
FAKE
VIEW
INTERACT
CARE
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10. We asked
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6 mini focus groups of social media users in Beijing (T1), Nanjing (T2) and Quanzhou (T3)
One on one interviews in Shanghai, Beijing, Xiamen, Wuhan, Hefei, Quanzhou, Shijiazhuang

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12. So what are these motivations?
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13. Look, we are all motivated by 4 things
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Pleasure
Control
Self-
Affirmation
Societal
Integration

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Pleasure
Control
Self-
Affirmation
Societal
Integration
SELF AFFIRMATION
Expressing self and unlocking of personal potential
SOCIAL INTEGRATION
Enriching social connections
CONTROL
Efficiently manage my life and daily chores
PLEASURE
Stimulation from new experiences

15. Pleasure Seekers
19%
Social
Integrators
56%
Self- Affirmers
12%
Smart
Controllers
13%
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16. SOCIAL MEDIA HELPS ME EXPRESS MY INDIVIDUALITY
SELF AFFIRMERS
INFLUENCED BY
User generated content from Key Opinion Leaders, online Word of Mouth from friends and family
WANTS
Aspirational content and recognition from peers
CHANNELS
USES
Watches online videos, chats early morning and at night, checks all networks before bed. Posts regularly on WeChat.
BRAND ENGAGEMENT
LOW
HIGH
Self expression at anytime
Searching for resources to unlock potential
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12%

17. “
SOCIAL MEDIA HELPS ME EXPRESS MY INDIVIDUALITY
SELF AFFIRMERS
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I can express myself better via uploading the things I’ve purchased, the dinner I’ve cooked, the book I’m reading recently and so on. This is a way for others to know me more.
QZ, 18-23 y.o. social media user
Self expression at anytime
Searching for resources to unlock potential
12%

18. INFLUENCED BY
Branded content, incentives, celebrity endorsement
WANTS
Entertaining and unique content
CHANNELS
USES
Shops online regularly, checks QQ/Qzoneupon waking, checks all accounts before bed. Takes part in brand activities on Sinaweibo/Qzone
BRAND ENGAGEMENT
LOW
HIGH
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Content for stimulation, new experiences
Fun with friends
SOCIAL MEDIA IS IMMEDIATE ENTERTAINMENT
PLEASURE SEEKERS
19%

19. SOCIAL MEDIA IS IMMEDIATE ENTERTAINMENT
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“
Using social media for me is about easy access to the simple pleasures with friends, anytime anywhere. I can simply turn on the computer or get on my mobile or tablet and get access to a world of happiness & fun
QZ, 18-23 y.o. social media user
Content for stimulation, new experiences
Fun with friends
PLEASURE SEEKERS
19%

20. INFLUENCED BY
Branded content, online word of mouth from friends and colleagues
WANTS
Utility, functional information and promotions
CHANNELS
USES
Chats heavily and dips in and out of all social accounts to manage chores.
BRAND ENGAGEMENT
Smart ways to manage daily chores
Maintaining a wider social circle
LOW
HIGH
SOCIAL MEDIA HELPS ME MANAGE MY DAY TO DAY LIFE
SMART CONTROLLERS
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13%

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“
I use group chat via WeChatto discuss the time and place where we will meet. I think it is very efficient for all of us. We don’t need to gather everyone and sit down to deal with the time and place.
NJ, 24-33 y.o. social media user
Smart ways to manage daily chores
Maintaining a wider social circle
SOCIAL MEDIA HELPS ME MANAGE MY DAY TO DAY LIFE
SMART CONTROLLERS
13%

22. INFLUENCED BY
Online word of mouth from friends and family, User Generated Content from KOLs
WANTS
New ideas to share with friends
CHANNELS
USES
Chats on QQ and WeChatat work, catches up on broadcast SNS at night. Posts on WeChatmoments and Qzone.
BRAND ENGAGEMENT
LOW
HIGH
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SOCIAL MEDIA HELPS ME MAINTAIN MY CONNECTIONS
SOCIAL INTEGRATORS
Managing broader social networks
New ideas to enrich relationships
56%

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“
I have lots of school mates on my Renren, but I don’t meet up with most of them. I don’t even see some of them at all. But they are still on my Renren, I just don’t want to lose the relationship with them.
BJ, 18-23 y.osocial media user
SOCIAL MEDIA HELPS ME MAINTAIN MY CONNECTIONS
SOCIAL INTEGRATORS
Managing broader social networks
New ideas to enrich relationships
56%

24. Archetype lead planning for influence
Mass Audience
Your Brand
Friends of Archetypes
Your CEO
Archetypes
Celebrities and KOLs
SinaWeibo
Mobile App
YoukuChannel
Zhidao
E-Commerce
WeChat
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25. How are we bringing this to our clients?
MAPPING TO CLIENT SEGMENTS
PLANNING PROCESS 2.0
ADAPTING ALWAYS ON CONTENT
ADAPTING CAMPAIGN MECHANICS

26. Much more
SOCIAL
BRANDS
KOL
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Social media brings connections closer and exposes us to the wider world
91% believe it has made their life richer and more fun.
72% agree it helps them come into contact with new and interesting things.
59% of social media users follow a brand purely for out of their love of the brand.
KOL endorsement is a double edged sword
29% of social media users profess to follow KOLs; mostly on SinaWeiboand WeChatmoments and whilst they have more followers than brands, 47% of social media users don’t trust KOLs.
Brand following is still low
Only 21% of social users follow official brand accounts, below celebrities (38%) and KOL (29%)
Social is about self expression not self understanding
57% agree it helps them express themselves, only 43% believe it helps them understand themselves more.
Brand loyalty goes a long way on social

27. For even more follow us
Weibo: omdchina
WeChat:
Slideshare: omdchina
Email: divesocial@omd.com