The problem with Social Media

Casper He Yurong Xu

Geraldine Lau Ahsan Khokhar

Listening

Insight“I want to breakup with social media as it makes me feel depressed and insecure.”

Problem• Emotional Contagion is sending users on social media vacations.

• 32 percent of Facebook’s active monthly users choose not to log in every day

• 64 percent of Twitter users are inactive in a given month

• 65 percent of Google+ users are inactive in a give month

• Twitter and Google+ combine for more than one billion unused accounts on a monthly basis.

Facebook

Twitter

Google+

0 17.5 35 52.5 70

Root of the Problem-The enemy

Solution

Escape “Social Media” on social media

Big Idea-Guides our content strategy

• US V.S THEM

• Poke fun at others who dampen our day

What is Why Oh Why?

Objectives• Instagram (2 week period):

• 50 followers

• 10 likes per post

• 2 comments per post

• Weibo (2 week period):

• 200 followers

• 100 visits/week

• 500 views/post

Competitive Analysis

Humor

Curiosity

Original

Inferiority

@Miserablemen

@Fatjew

@Blockheadnyc

@WhyOhWhy

@Richkidsofinstagram

@Ezrajwilliam

@Itslavishbitch

@Gogoboi

@Leftansmile

@Stylespottingkw

• Original content

• US V.S THEM

What set’s us apart

Profiles• Clusters of unhappy ‘lurkers’ who are on the brink

of escaping social media and in need to belong.

Profile-Dan• Primary: Men

• Name: Dan

• Millenials: 18-35

• Status: curious, busy, always on, cross roads of life, lonely

• Touch points: social media - instagram, facebook, twitter, tumblr

• entertinament: xbox one, ps4, netflix, hulu, youtube, soundcloud, spotify, roku

• Mobile apps

• websites: amazon, sports, news, tech, cars, music, beer, food, games, parties, business/finance

• Need states:

• escape

• belong

• subscribe

Profile-Maya• Secondary: women

• Name: maya

• Millennials: 18-35

• Status: curious, busy, always on, cross roads of life, lonely

• Touchpoints: social media - instagram, facebook, tumblr, snapchat, pintrest

• entertainment: netflix, hulu, youtube, soundcloud, spotify, roku

• Mobile apps - candy crush, yelp, myfitnesspal

• websites: fashion, music, desert, food, imdb, blogs, gossip, amazon

• Need states:

• escape

• belong

• subscribe

Escape

Belong Subscribe

Dan

• Social(Media(is(depressing(Barrier(

• WE(WILL(MAKE(YOU(FEEL(GOOD((Key(message(

• Instagram,(tumblr,(and(weibo((Touchpoint(mix(

• (follower,((likes,(visits((Behavioral(KPIs(

• I(can’t(relate(to(my(peers(social(media(anymore(Barrier(• We(get(how(you(feel(and(lets(get(togther(and(poke(fun(at(them.(Key(message(

• Instagram,(tumblr,(and(weibo((Touchpoint(mix(• Followers,(likes,(comments,(visits,(repost,(#(Behavioral(KPIs(

• Why(WOW?(Barrier(

• Our(content(is(real(and(relatable(Key(message(

• Instagram,(tumblr,(and(weibo(Touchpoint(mix(

Behavioral(KPIs( • Followers,(likes,(comments,(visits,(repost,(#(

Touchpoint Architecture

Touchpoint ArchitectureEscape

Belong Subscribe

Maya

• Social(Media(is(depressing(Barrier(

• WE(WILL(MAKE(YOU(FEEL(GOOD((Key(message(

• Instagram,(tumblr,(and(weibo((Touchpoint(mix(

• (follower,((likes,(visits((Behavioral(KPIs(

• I(can’t(relate(to(my(peers(social(media(anymore(Barrier(• We(get(how(you(feel(and(lets(get(togther(and(poke(fun(at(them.(Key(message(

• Instagram,(tumblr,(and(weibo((Touchpoint(mix(• Followers,(likes,(comments,(visits,(repost,(#(Behavioral(KPIs(

• Why(WOW?(Barrier(

• Our(content(is(real(and(relatable(Key(message(

• Instagram,(tumblr,(and(weibo(Touchpoint(mix(

Behavioral(KPIs( • Followers,(likes,(comments,(visits,(repost,(#(

Why Instagram?• 200 million monthly active users

• More than 75 million daily users

• 51% users are male, and 49% are female

• “Love” Media

Instagram Strategy• Message

• Tone: Fun, humor, critical, puzzled, curious

• Key Words: WHY

• #:#WhyOhWhy, #WOW, #Funny, #Fun, #Mademyday, #Stupid

• Strategy

• Original Content

• Tumblr

• Interaction with followers

Instagram Results (KPIs)

Instagram Optimization• Hashtags from top hashtags

• Time of day posted

• Frequency of post

• Follow backs

• Following

• Filter using

Why Weibo• Chinese Twitter equivalent social media platform

• About 130 millions active users

• Top 3 pictures consuming site

Weibo-Strategy• Messaging

• Tone: critical, fun, puzzled

• Key Words: why?!

• #: #whyohwhy#, #fashion#, #newyork#

• Language: Chinese, English

• Strategy

• Promotional-Free giveaway

• Buy followers

Weibo-Results (KPIs)

Weibo Optimization• Hashtags from top hashtags

• Time of day posted

• Frequency of post

• Follow backs

• Following

Instagram

0

75

150

225

300

Followers Likes Comments0

450

900

1350

1800

Followers Visits Views

Instagram Weibo

Thank you!