What kind of social network will win in future?

Lot of analytics, reports & case studies are available, which talk about "how social media is beneficial for companies?", but very few are on understanding of users and their motivation. The answer to above question lies in understanding users.

If we ask basic question like, what prompts users to log in to particular social network?  

The answers which we get are
(a) to be in touch with friends/family (relatives)/professional contacts
(b) to know what people around you are doing with their life
(c) to share videos, photos, thoughts, ideas etc.
(d) to pursue specific activity (music, movies etc.)

But if we twist this question a bit and ask, what could be user's motivation or need to remain active on particular social network for more than 2 months (approximate figure), we can find the meaningful  answer. Because even after log in to some of the social network, user remains inactive.

Just like any other social experience, every human mind needs acknowledgement. Acknowledgment for the self concept, the person he wants to be, his ideas, his analysis, his point of views and his decisions etc... And as world is getting flatter, this need shows more prominence than ever.

Any networking site, which provides this acknowledgement functionality effectively (read as user friendly), will win eventually. For example, the first page you visit after login in Orkut is profile page & in Facebook wall. This minor change in Facebook made it better acknowledgement provider than Orklut. We can find umpty numbers of example for the same such as like, comment, reply on comment to specific person using "@" etc...

So the key to any social network is to develop features that help user to get more acknowledgement & facilitate them to provide acknowledgement to others. Who ever does it better will have a bigger pie.

P.S. : I am open for debate on the views shared. let me know what you think and we may develop better understanding. Thought about this post came forward during discussion with my friend Abhilash and I would like to acknowledge that. 

Out of the box : Sony Cyber-shot

Creative Agency: Saatchi & Saatchi, Argentina
Production: Garlic Films, Madrid

This ad campaign won Silver in Film Lions category at Cannes 2011.

What is so special about this campaign?

a. Idea & products core benefit (or USP) integration

b. Ability of the idea to make icons like Einstein & Marilyn as brand ambassador yet product remains the hero

c. Simplicity of message

Only pain point is the potent of this idea to get 360 degree is not utilized, especially at social media front.

English Town’s this is my story: Digitally fantastic

Creative Agency: Saga Film

English Town brings digital advertising experience, which makes you feel good about yourself. Just by uploading your picture on video creation platform, you can make story of your future. This viral puts you in the heart of the story.

This campaign has seen early success because its viral potentialities. According to a report, 1.5 million page views and 3,00,000 personal videos created. As per Englishtown's facebook page, on average user spent 6 minutes and shared the story with 3 persons.

To make video for yourself. Click here.

Even though communication is highly engaging, the idea soft sell the product. Strong integration of product with the idea is missing. To understand this point we can take reference of Intel’s ‘the escape’. Here, product is sold along with the idea and experience at every stage. There is high probability that people may remember 'their story', not the product!!

Moments, Mind & Marketing (Part:1)

There is ‘another moment’ in the ‘current moment’.

This ‘another moment’ is the base on which ‘current moment’ is evaluated. Here, we talk about moments in-terms of experiences.

‘Another moment’ is combination of ego & desires. Ego is culmination of the past experiences. Desire is what one want as future experience. Every ‘current moment’ where consumer evaluates the product, both ego & desire come in the picture. Ego & desire are always positively co-related.

E.g. when a girl is purchasing fairness cream, ego can be past experience of fair woman getting unfair advantage and desire can be getting the same advantage using the product (perceived as easier way). Desire should match what product promise.

All efforts of marketing fraternity are towards knowing ‘another moment’. It is the total premise of consumer understanding. Consumer will never know which ‘another moment’ becomes decisive. As a marketer, it is the larger part which we should know.

I would like to leave you with a question. Can we influence to someone to buy anything (other than actual necessity), who does not have ‘ego’ & ‘desire’?