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					Consumer Behavior Study




Alex Andujar   Jeffrey Magaha   Yvonne Liu
Brand Introduction
        It was first launched in 2004 by
        undergraduates at Harvard
        Started with only college
        student registration, now
        anyone can join
        Less than half of Facebook’s
        27 million members currently
        attend college
        Service is growing rapidly with
        the addition of 150,000 new
        members each day
     Research Objectives
Determine consumers’ awareness of facebook and its
competitors
Investigate consumer motivation of using facebook
Investigate consumers perception of the facebook brand
Gauge consumers usage of facebook or other social
networking sites
Determine consumers satisfaction with facebook
services
             Methodology
In depth personal interviews
  3 participants
  2 female, 1 male
  International students
Interpretive/qualitative
approach
Probing questions (Why?)
                Awareness
Facebook is in the top 3 of evoked sets for social
networking sites

Respondents have strong product knowledge about
facebook

Word of mouth is the strongest contributor to awareness
                           Motivation
   Social pressure is the # 1 reason people
   register to use facebook
   People feel pressured to use facebook
   because of their fear of not being “in the
   know”; otherwise will be socially ostracized
       Theory of Reasoned Action – Subjective
       Norm
       facebook is a cross between a private
       luxury and public necessity

Female, graduate student
“People in our generation use internet a lot, and
don’t want to feel left out so I use social networking
Sites”
                         Motivation
   If users are not entertained or if they have
   a small network for a prolonged period,
   they will lose interest and will stop
   logging onto facebook

Male Graduate Student
“I got bored with using facebook because I didn’t meet
many new people.”
                    Perception
facebook’s identity: “Cool,
modern, cute, gossipy,
popular, etc.”

Consumers most commonly
associated parties with
facebook’s identity
   Pictures from parties
   Party invites
                              Usage
   Photos are the favorite feature of members
       Ability to upload photos so friends can download
       Looking at photos of other people
       Can only be done on a social networking site
   People like meeting new people and finding old friends

Female, Graduate Student
“It gives me the chance to talk to people that I would never\
talk to in real life.”


   Consumers like the search function of facebook
       Search by schools and interests
                      Usage
Consumers feel facebook is easy to use
Social networking has become integrated in consumers
lifestyles and habits
  Frequency of checking profile and messages
  Incorporated into social conversation
  Necessary for scheduling events and trips
  A new mode of communication
     Wall
     Messages
     Threads
     Notes
   Consumer Satisfaction
Consumers want to
customize profile aesthetics
  Personalization
  Artistic Expression


Respondents do not like the
new features of facebook
     Too complicated
     Too crowded
   Consumer Satisfaction
Respondents are concerned
about privacy and
confidentiality
  Bad experiences with security
  breaches

Consumers dissatisfied with
quantity and speed of photo
uploads
Short-Term Recommendations

Facilitate meeting new people in order to avoid losing
users
   Host social mixers and events based on people’s interests
   Publicize on news feed and e-mail members with low usage
Allow users to customize the look of their profiles, but
restrict how much the layout can change to avoid
confusing and cluttered appearance
   Color, Design, Patterns, Themes
   Publicize through log-in menu: “Now you can design your own
   page”
Short-Term Recommendations
Retain new membership frequency during slow
registration periods through sweepstakes
  When users invite/refer others they automatically entered to win
  a prize or trip


Expand relevance to users that leave college
  Career Information and Events in the city
  Isolate users that have alumni status and message them with
  event and career info
 Long-Term Recommendations
  Retain current users by keeping them “entertained”
     As technology gets better, so do applications
         On-line games, live video feeds, 3D avatars, etc.


– Attract new users by promoting cultural imperative as well
as intrinsic self-relevance

– Perfect security so that consumers feel safe with
uploading information and files
 Long-Term Recommendations

 Incorporate applications that allow users to share as
much of their lives as possible with each other
     Music, Movies, Poetry, Books, Family, Culture, Heritage, Innovations,
   Fashion Designs, Ideas, Trends, etc.


  Update measuring tools to gauge consumer satisfaction
and suggestions
     On-line focus groups
     Suggestion blogs
                     Conclusion
Facebook continues to grow virally

It has been integrated into the culture and has moved from curiosity to
habit to addiction

People are innately interested in the lives of others in order to place
context for their own lives

People are more apt to socialize in the virtual world than in the real
world
                       Conclusion
• Friendships have a better chance of lasting through social networking
  sites

• Facebook must keep users entertained, engaged, and involved in order
  to grow. If it grows stale, it will face the fate of Friendster

• Facebook must stay innovative in order to protect itself from competitors
Questions/Comments?

				
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posted:5/3/2013
language:English
pages:19