They’re talking, we’re listening. what do New Zealanders talk about on social media?

  • Voices
  • July 6, 2017
  • David Bowes
They’re talking, we’re listening. what do New Zealanders talk about on social media?

2017 has started off with a bang with dramatic weather events, an increasingly heated political climate going into election year, major international relations crises, equality movements, and continued concern about where our planet is headed. We have a lot to talk about – but is this reflected in the conversations we’re having on social media? 

Zavy analysed thousands of social media conversations during the first half of 2017 to understand what Kiwis are actually talking about across our most used social platforms, and the results are fascinating. 

Bearing in mind our disrupted world and global issues, it may be a surprise to hear that our social media conversations are dominated by banal, everyday topics. We love talking about public holidays, food, relationships, travel, and geographic locations.

We appear to be obsessed with people, places and holidays. These are the things that bring us together and create a sense of unity, so it’s no wonder they make up the majority of our conversations as the world we live in gets increasingly disrupted. It is actually reassuring to know that underlying the surface commotion, our basic human drivers and needs remain the same. We seek genuine connections, reasons to celebrate, and close relationships. As ever, emotions dominate our lives.  

Love, gratitude, family, friendship, siblings and happiness are amongst our most frequent conversation topics, alongside holidays that we typically spend with our loved ones – Christmas, New Year’s Day, Valentine’s Day. Human connections bring a level of fulfilment that is difficult to recreate. As technology becomes essential to how we live our daily lives, it can be difficult to hold onto these connections – we’ve seen a real conflict emerge as people attempt to navigate relationships and authentic interactions in the digital world. The prevalence of these topics in our conversations suggests that those fluffy, feel-good associations aren’t leaving Kiwi’s lives anytime soon.

While emotions and relationships make up the major chunk of our conversation, they aren’t the only things we talk about. Politics prevails to some extent. However, Kiwis don’t seem particularly concerned with what’s happening in our own patch – most of our political chatter is about Donald Trump. The fact that Trump’s presidential election is part of a larger audacious change movement has not passed us by. However, while the international media is driving conversations around transparency, anti-establishment politics, equality and sustainability, there is not much evidence of these deeper conversations emerging in New Zealand. It will be interesting to see how these conversations play out in our New Zealand’s parliamentary elections later in the year.

So what does all of this mean for marketers? When we think about the dominance of emotions and human connection in our social media conversation, it becomes clear that brands must tap into the human drivers that influence our behaviour. We know that emotions are the single biggest driver of behaviour – they influence every element of our cognitive processes, including our choices, decisions and associations. Brands are starting to get the hang of targeting emotions in more traditional media, but often social media strategies don’t have the same care applied. The challenge for organisations is to understand how they can use their social media presence to link their content with an emotional response. Organisations must move beyond measuring mentions, likes and followers and drill down into a scorecard of brand effectiveness on social. With analytical tools like Zavy we can monitor and evolve strategies to make sure the brand is hitting the mark with their content.

If we’re targeting emotions, authenticity becomes key. Social remains a channel that consumers resist seeing blatant advertising, especially if it is disguised as genuine content – if someone chooses to follow a brand page, they expect to see posts that are interesting and will add value to their lives. Social media marketing has moved beyond poorly disguised advertising content. For a brand, being able to communicate unique and engaging stories around craft, sustainability, and experiences – in an authentic way – is the key to becoming part of the conversation.  

Zavy’s deep dive analysis shows that, despite recent world events and global uncertainty, New Zealanders’ conversations on social media remain mundane. And while the conversation is varied, what remains constant is the dominance of emotions and genuine human connection – and it is this that holds the greatest potential for brands looking to capitalise on social media.  

David Bowes is CEO of social media analytics company Zavy.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Movings/Shakings: 22 February

  • Movings/Shakings, brought to you by Marsden Inch
  • February 22, 2019
  • StopPress Team
Movings/Shakings: 22 February

Industry happenings at Google NZ, Fuse and Uprise Digital.

Read more

Axis 2019: Colenso BBDO to defend its title, leads finalists with FCB and DDB

  • Awards
  • February 21, 2019
  • StopPress Team
Axis 2019: Colenso BBDO to defend its title, leads finalists with FCB and DDB

The finalists for the 2019 Axis Awards have been announced and it’s Colenso BBDO leading the way with 64 mentions, followed by FCB on 55 and DDB on 51.

Read more

Diversity and inclusion in action: Why Spark gets behind the Pride community

  • Media
  • February 21, 2019
  • Sarah Williams
Diversity and inclusion in action: Why Spark gets behind the Pride community

One of Aotearoa's biggest companies, Spark, is a firm supporter of the LGBTQI+ community through its annual Pride advertising campaigns, its partnership with charity OUTline, and its diversity and inclusion values within the company. Head of brand at Spark New Zealand Sarah Williams explains why the company chose to champion this social issue, how these campaigns attract both the loudest praise and the greatest vilification from New Zealanders, and why that it makes it the most important cause the company champions.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Sky fall: Competition swipes sales, subscribers

  • Media
  • February 20, 2019
  • Radio New Zealand
Sky fall: Competition swipes sales, subscribers

Sky Television's first half profit has dropped sharply as it battles tough competition, forcing it to raise prices.

Read more
Hey, Big Spender: Navigating the wild world of marketing technology
features

Hey, Big Spender: Navigating the wild world of marketing technology

Fun fact: The average CMO spends more on technology than many CIOs. Has the job of the marketer suddenly become complicated? And how do you know you're making the right decisions when it comes to all that tech?

voices

Strategy Creative secures Canterbury Rugby account

  • Advertising
  • February 19, 2019
  • StopPress Team
Strategy Creative secures Canterbury Rugby account

Strategy Creative announced this week that they had won the Canterbury Rugby Football Union (CRFU) account after a competitive pitch process.

Read more

NZME FY 2018 results: profit down and paywall on way

  • Media
  • February 19, 2019
  • Erin McKenzie
NZME FY 2018 results: profit down and paywall on way
NZME Chief Executive Michael Boggs

NZME’s FY 2018 results are out, showing a net profit of $11.6 million, down 44 percent on FY 2017.

Read more

British comedian John Oliver offers solution to NZ being excluded from world maps

  • Media
  • February 19, 2019
  • Radio New Zealand
British comedian John Oliver offers solution to NZ being excluded from world maps

New Zealand's so often getting left out on world maps, even the government is having a laugh - that is after appearing to have somehow missed us off too.

Read more

Ads of the Week: 19 February

  • TVC of the Week
  • February 19, 2019
  • StopPress Team
Ads of the Week: 19 February

A round of applause for The Edge, House of Travel, and Joblist.

Read more
Creative excellence: Shane Bradnick on the Axis Awards, creativity, and change
news

Creative excellence: Shane Bradnick on the Axis Awards, creativity, and change

StopPress speaks with Shane Bradnick about his move from DDB to take up a role at TBWA\New Zealand, his thoughts on award shows and his role as convenor at the 2019 Comms Council Axis Awards.

Identity crisis or brand evolution? Cigarette giant Philip Morris talks angling to make New Zealand smoke-free by 2025

  • Brand
  • February 19, 2019
  • Findlay Buchanan
Identity crisis or brand evolution? Cigarette giant Philip Morris talks angling to make New Zealand smoke-free by 2025

Philip Morris – the largest tobacco company in the world – has declared it will transform the tobacco industry in support of New Zealand's Smokefree 2025 initiative. In time, it plans to stub out its cigarette range – which includes Marlboro, Parliament and Virginia S and move towards a future of fruity, trendy vapes and e-cigarettes. It’s a tactical maneuver from the giant cigarette corporate as alternative cigarettes slowly receive validation by scientists, governments, and consumers – but is the move really a ploy for Smokefree 2025, or more of a smoke screen by Philip Morris? And in the midst of all this, has its sudden departure from cigarettes led to a branding identity crisis? We speak to the managing director, James Williams, who explains the company's foray into the smoke-free market.

Read more

Little Giant appointed digital partner for TVNZ's Re: web expansion

  • Media
  • February 18, 2019
  • StopPress Team
Little Giant appointed digital partner for TVNZ's Re: web expansion

Little Giant, Linked by Isobar has been announced as the digital partner for the development of TVNZ's Re: News channel, which has had a Facebook presence since 2017. Re: News will be launched as a new website in March.

Read more

MKTG announces Kimberly Kastelan as general manager

  • Advertising
  • February 15, 2019
  • StopPress Team
MKTG announces Kimberly Kastelan as general manager
Fleur Skinner, Kimberly Kastelan

Kimberly Kastelan is the new general manager MKTG in New Zealand, a promotion from her previous role as the agency's group account director. The appointment follows Fleur Skinner’s resignation.

Read more

Movings/Shakings: 15 February

  • Movings/Shakings, brought to you by Marsden Inch
  • February 15, 2019
  • StopPress Team
Movings/Shakings: 15 February

Industry happenings at Perceptive, The Trade Desk, and Pead PR.

Read more

Tender love or chicken tender? Hell Pizza challenges Valentine’s Day tradition

  • Advertising
  • February 15, 2019
  • StopPress Team
Tender love or chicken tender? Hell Pizza challenges Valentine’s Day tradition

Yesterday, Hell Pizza and BC&F Dentsu challenged the idea of Valentine’s Day with a campaign promoting a night for one, rather than a night out with the masses at a restaurant or bar.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit