Wave 7 finit de démystifier les réseaux sociaux

T 0 X 0 S 9 Y 9 R 8 Z 8 Q 7 ! 7 P 6 ? 6 O 5 % 5 N 4 @ 4 M 3 # 3 L 2 2 K 1 1 J 0 0 I 9 9 H 8 8 G 7 A 7 F 6 B 6 E 5 C 5 D 4 D 4 C 3 E 3 CRACKING THE SOCIAL CODE The Story of Why B 2 F 2 G 1 A 1 6 H 6 5 I 5 4 J 4 3 K 3 2 L 2 # 1 M 1 @ 0 N 0 % 9 O 9 ? 8 P 8 ! 7 Q 7 Z 6 R 6 Y 5 S 5 T 4 X 4 W 3 U 3 V 2 V 2 U 1 W 1 Executive summary Contents Even the most superficial social interaction Consumers are entering into a ‘value Executive summary 2 online is driven by a consumer need. exchange’ with brands that meet these Wave’s seven years of analysing social needs, they are happy to disclose personal Welcome to Wave 4 behaviour online has revealed the 5 key data if it means they receive a better online needs underpinning them all: Relationship, experience. We have many trends 6 Diversion, Progression. Recognition and Learning. Whilst these 5 basic needs don’t change, The search for Why 20 the ability of technology to meet them Wave has also shown us that meeting these is in constant flux – and brands need to The Value Exchange 26 needs can play a key part in building  brands understand exactly what consumers what and driving sales. For example Diversion from different devices. The Value Exchange and the five needs 32 is the need state that drives Desirability for brands.