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Project Team Nusaiba Ally Nabeela Hanif Tanzilla Yousuf

Math 110 Final Report – December 2011 Survey and Analysis for Social Networking. Project Team Nusaiba Ally Nabeela Hanif Tanzilla Yousuf. Social Networking Issue. An increased number of people are using social networking sites.

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Project Team Nusaiba Ally Nabeela Hanif Tanzilla Yousuf

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  1. Math 110 Final Report – December 2011 Survey and Analysis for Social Networking Project Team Nusaiba Ally NabeelaHanif TanzillaYousuf

  2. Social Networking Issue An increased number of people are using social networking sites. But….there are few websites that offer both business and entertainment. The social networks need to know how to market and advertise their websites to new/prospective users of all ages.

  3. Dr. Howard Moskowitz. Addressable Minds Inventor, honored by the scientific community,... • Is a graduate of Queens College and holds a Ph.D. from Harvard University. • Won two of the most prestigious awards in market research • 2005 Charles Coolidge Parlin Marketing Research Awardand the “Nobel Prize” of Market Research, received only by the pioneers of market research. • Addressable Minds is used for business and social issues and defines consumer attitudes and preferences both stated and unstated.

  4. Addressable Minds Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Demographic Segmentation - Age - Gender - Income Cuts across traditional segmentation & detects hidden preferences Addressable Minds

  5. Create Addressable Minds messaging for Social Networks IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential social network user ANALYZED SURVEY RESULTS → Addressable Minds MARKET SEGMENTATION SEGMENTATION WIZARD MARKETING PHRASES

  6. Addressable Minds’ underlying scienceuses standard Science and Mathematics IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS INTERNET IdeaMap™ SURVEY SUY Potential social network user Experimental Design – Stimulus/Response ANALYZED SURVEY RESULTS → Addressable Minds Ordinary Least Squares Regression Discriminant Function Analysis Conjoint analysis 6

  7. SURVEY OVERVIEW • An Addressable Minds Survey is a survey of key ideas for social networks to prospects • Survey conducted on November 6, 2011 : • Population Ages 18 and over of Males/Females across the US • The team created key marketing and advertising messaging with the intent to entice the survey taker to use a social network.

  8. SURVEY OVERVIEW • 52 Individuals responded • Assess two major aspects of messages • Does it convince a prospect to use a social network? • How does it make the prospect feel? • Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’

  9. The Survey begins with an orientation screen 9

  10. First they rate how likely they are to use the social network. 10

  11. Then they select a single emotion 11 11

  12. What convinces?What drives feelings? RESULTS

  13. Total Panel – Interested in personalizing their profile. Not concerned with business news. 13

  14. The Total Panel’s Interest is Different From That in Each of Three Identified Segments

  15. There are three unique segments Different Users – Different Approach Socializing 48% Versatility 37% Business 15% Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 15

  16. Socializing (Seg1) – Interested in meeting and interacting with new people and friends. Not concerned with news or business aspects.

  17. Business (Seg2) – Interested in professional and business aspects of a social network. Not concerned with socializing.

  18. Versatility (Seg3) – Interested in a convenient all-in-one website . Not concerned with one specific aspect.

  19. The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual IDENTIFY TARGET MARKET DEVELOP SURVEY QUESTIONS 10 – 15 minutes INTERNET IdeaMap™ SURVEY SUY Potential social network user. ANALYZED SURVEY RESULTS → Addressable Minds SEGMENTATION WIZARD Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey 19

  20. The Social Network Segmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

  21. The Social Networking Segmentation Wizard– Online example

  22. Conclusions:Social Networking is used for business and social purposes depending on the type of person. Three Segments discovered by Addressable Minds * Socializing * Business *Versatility Conclusion You can improve messaging...but you have to Know the segmentation Give the right message to the right segment

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