Social Media Aggregator

JUSTIN 2.0Social Media Aggregation Software

Avalanche Creative GroupRepresented by: Gagan Singh | Kevin Shaw | Sean Lindsay

Overview

Social Media

Macro Determinants

Industry Determinants

Competitors

Final Demand Estimation

Q & A

AGENDA

1.

2.

3.

4.

5.

6.

7.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Overview

Overview Just-in is a social media aggregator that allows you to combine:

Able to monitor, update and analyze all from one spot

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Justin Features

Linguistic Analysis

Pop-up notification option

Set to Automatic

May allocate different authority to different admin

Able to minimize into bottom of screen

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Justin Benefits

• Simplicity of one screen; able to control all from one spot

• Reduces switching times between Social Media’s

• Faster response time

• Allows team collaboration

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

The Owner

• Developed by Avalanche Creative Group (ACG)

• Established in early 2009

• Provide services:

• Advertising

• Market Research

• Website Development

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Target Market

• Many different potential customers:

• Political platforms

• PR firms

• Consumer business

• Post Secondary Institutes of British Columbia

• Includes Universities and Colleges

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

What is Social Media?

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Definition

The collection of tools and online spaces available to help individuals and businesses communicate and exchange information with one another

Categories of S.M

Social Networks• Build personal pages• Connect with friends

Blogs• More personalized• Online Journals

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Categories of S.M cont’d

Wikis Allow people to add and/or edit information

Podcasts Audio and video files that are available by subscription

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Forums Online discussion around topics and interests

Micro- blogging Small amounts of content (‘updates’) are distributed online

Categories of S.M cont’d

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

Long-termDerived Demand

Final DemandEstimation

Q&A

Content CommunitiesCommunities which organize and share particular kinds of content.

Photos: Flickr

Bookmarked links: Del.icio.us

Videos: YouTube

Categories of S.M cont’d

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

Long-termDerived Demand

Final DemandEstimation

Q&A

Social Media & Post- Secondary

•Affordable and effective marketing tool• “Using Facebook is more efficient then print ads because

[UFV] is able to reach more people with less money” – Kim Lawrence, UFV Communication Director

• Information spreads faster• Recent news• Resources made available to the public.• Showcasing student and faculty Work

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Social Media & Post- Secondary

• Promoting events

• Providing platform of communication for events

• Generates buzz and excitement for events

• Access to “hidden” prospective students

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Macro Determinants

Demographics Trends

Social Cultural Trends

Economic Trends

Technology Trends

Perceptual Influences

Legal/PoliticalIssues

Derived Demand

• Primary demand = Post Secondary Institutes

(P.S.I) of B.C

• Derived Demand = # of students who use

Social Media in B.C.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Demographic TrendsDemographic Trends

• Age

• Employment

• Gender

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Demographic Trends

Age has a strong relation to adoption

• The younger, the more likely to be online

British Columbia Youth (12-17) Adult (18+)

Currently Online 96% 76%

B.C. Online

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Age

Demographic Trends

British Columbia Full-time Students Full-time Employed

Currently Online 95% 92%

B.C. Online cont’d

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Employment

British Columbia Male Female

Currently Online 95% 92%

Females are more engaged in Social Media

Females are more reluctant to share personal info than males

Gender Differences

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Gender

Demographic Trends

Socio-Cultural TrendsSocio Cultural Trends

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsSocio Cultural Trends

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Social Media Popularity

Facebook 69%

Twitter 47%

Linkedin 38%

YouTube 38%

S.M. Popularity in Canada

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Facebook

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Rank Country # of Facebook users* % Growth (Jan 09 - Sep 09)

1 USA 84,596,240 101.04%

2 UK 20,228,480 35.42%

3 Turkey 13,996,380 76.4%

4 Canada 12,667,220 16.62%

5 France 12,032,020 82.66%

6 Italy 10,903,620 95.21%

7 Indonesia 8,786,920 879.55%

8 Australia 6,591,640 52.23%

9 Colombia 6,488,200 78.60%

10 Spain 6,314,220 143.22%

*As of September 2009

Facebook Users in Canada

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Province # of FB Users Population % of Pop.

Nunavut 1,237 31,558 0.04

Northwest Territories 10,445 42,940 0.24

Yukon Territory 16,100 33,442 0.48

Prince Edward Island 26,464 140,402 0.19

Newfoundland 131,210 508,990 0.26

New Brunswick 165,539 748,319 0.22

Saskatchewan 248,253 1,023,810 0.24

Manitoba 273,332 1,213,815 0.23

Nova Scotia 360,055 939,531 0.38

Quebec 913,181 7,782,561 0.12

Alberta 1,111,028 3,632,483 0.31

British Columbia 1,275,518 4,419,974 0.29

Ontario 3,862,433 12,986,857 0.30

As of January 2009

Facebook Users in B.C.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Twitter

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Twitter Users Per Country

Twitter Popularity In Canada

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Twitter Popularity In Canada

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Twitter Users in B.C

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

• 47% of Canadians User Twitter

• 16 million Twitter Users in Canada

• 2.06 million Twitter Users in B.C.

• However, we feel this information is wrong

Socio-Cultural Trends

Interest in Twitter – B.C

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Example: MySpace

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Linkedin

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Linkedin Users in B.C.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

• 38% of Canadians use Linkedin

• 1.68 million Linkedin Users in B.C

• However, we feel this information is wrong

Socio-Cultural Trends

Interest in Linkedin in B.C.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

YouTube

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

YouTube Users in B.C.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

• 38% of Canadians use Youtube

• 1.68 million YouTube Users in B.C

• However, we feel this information is wrong

Socio-Cultural Trends

Interest in YouTube – B.C.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

What’s Pushing Social Media

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends

Economic Impact

• Economy is affecting post secondary institutes (P.S.I) through:

• Funding

• Enrollment

Economic Impact

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

• In 2009, Federal budget increased by 7.2%

•Provincial budget decreased because:

• Did not account for the projected 7% increase in

enrollment

• Increase in inflationary cost of Universities and

Colleges

P.S.I Funding

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic Impact

• In Canada,

• Per student funding is budgeted to

decline from approx. 9,278 to $9,172

P.S.I Funding cont’d

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic Impact

• In B.C.

P.S.I Funding - B.C.

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic Impact

• During recessions, enrollment in P.S.I rises:

• Due to job losses

• 60,000 new jobs for grads

• 390,000 fewer jobs for non-grads

• Students are staying in school and out of job

market

Enrolment

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic Impact

Annual change in full-time enrolment at Canada’s universities (undergraduate and graduate)

Enrolment cont’d

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic Impact

Full Time Students in Canadian Universities

October 2008 October 2009 % increase

Undergraduate 704,500 733,500 4.1

Graduate 127.500 136,500 7.2

Enrolment cont’d

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic Impact

• As a result of the economy

• More students interested in P.S.I

• Less money to spend on marketing

Economic Result

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic Impact

Technological Trends & Product Complimentarity

• Due to technological advancements,

• Computers and the Internet are:

• Accessible

• Faster

• Affordable

Technological Trends

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Computers

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity

Computers

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity

Internet

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity

•Canadians have been using the internet on

their mobiles to:

Check emails

Browse the Internet

Connecting to social networking sites

Mobile Internet

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity

•26% Canadians aged 18-34 are accessing the web from their mobile devices everyday

•½ accessing popular social networking sites

Mobile Internet - Stats

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity

•In 2008,

~ 150,000 Canadians aged 18 – 34 used their phone to connect to S.M.

* Rough calculations

Mobile Internet - Stats

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity

Perceptual InfluencesPerceptual Influences

Usefulness

Confusion

Online security

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Legal/Political IssuesLegal/Political Issues

Privacy Laws

• How much information third parties can access• All information must be deleted once

accounts have been deleted

API’s

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Industry Determinants

Industry DeterminantsDerived Demand

49 P.S.I

15 Universities

34 Colleges

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

The CEO of ACG feels that “Justin” has low negotiation power.

Reason:

Phase of the PLC Need for Demonstrated Value Convenience

Based on this we determine a monopolistic approach whereby the already confirmed large universities are leveraged

Negotiation Power

Negotiation PowerAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Industry Determinants

Research and Development

R & DAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

The R&D is not a large risk factor because ACG’s primary business is Website Design

However, the SM industry is highly volatile with 1000’s of different Media with high turnover rate; thus, making the issues of Rapid Technology Obsolescence a topic of concern.

Industry Determinants

R & D cont’d

R & D - AdvantageAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

The way that ACG’s R&D has solved this forseeable problem is by making their product downloadable.

Industry Determinants

Derived Demand

2004 2005 2006 2007 2008

British Columbia85,440 90,762 108,228 108,960 110,190

Full-time student65,931 67,446 77,718 78,231 80,349

Part-time student19,506 23,316 30,510 30,729 29,838

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

• Enrolment in BC in 2008 = 110,190

• Our Derived Demand consists of the number of people that have a vested interest in the P.S.I’s including students and alumni because:• Most interested in P.S.I’s • Generally these people have more to say about schools that general

population.

Industry Determinants

Market Growth

Market GrowthAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Based on these number we agree that a safe estimation for the growth of enrolment in 2010 to be 6%.

Enrollment

2005-2006 19.20%

2006-2007 0.77%

2007-2008 11.30%

Industry Determinants

Derived Demand

o Based on the 6% Market growth for 09’ and 10’ we find that in 2010 the enrolment for BC universities = 123,810

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

**Limitation

o Total Derived Demand for “Justin” = 915,289

o Total number of College/ University alumni in BC as of 06’ = 791,479

Industry Determinants

Competition

Indirect Competition

1. Do it yourself

2. Bring in an expert

3. Outsource

Indirect Competition

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

• How do I keep up without getting �consumed?

• How can I aggregate and automate social �media marketing so that it's less time consuming?

• How do people cope with thousands of �followers?

Do It Yourself

Frequently Asked Questions:Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Indirect Competition

• Increase job complexity

• Slower response time

• Wasting time

Implications

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Indirect Competition

A.K.A:

• Communication Strategist

• Social Media Expert

• Blogger Outreach Manager

• Blog Cultivation Expert

• Chief Conversation Officer

• Online Reputation Manager

• Community Manager

Hourly Wage: ~ $15 - 40/hr

Experts

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Indirect Competition

provides clients with documentation, analysis, or copies of media content of interest to the clients

Media Monitoring Service:

• Provides clients with documentation, analysis,

or copies of media content of interest to the

clients

Outsourcing

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Indirect Competition

provides clients with documentation, analysis, or copies of media content of interest to the clients

Media Monitoring

Broadcast

Print

Radio

Internet

Press Releases

Social Media

Outsourcing

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Indirect Competition

Direct Competitors

Radian6

• Focuses on PR firms and Ad Agencies

• Web based

• Real-time Results

Direct Competition

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Advantages

Large Coverage

Large Customer Base

Advanced Analytical Tools

Radian 6

Direct Competitors

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Disadvantages

Expensive

• $500-$1500 a month

• $100 per additional user

Different target segment

Competitors

Direct Competitors

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Demand Estimation

Demand Estimation

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

P.S.I Name Position

BCIT Kemp Edmonds Director of Special Events

UBC Paul Cubbons Instructor, Design

UFV Kim Lawernce Director, Marketing & Communication

SFU Steve Ray Web Strategist

NWCC Dave Leary Chief Information Officer

Douglas Lori Kittelberg Writer/Media Specialist

AI of Van Rachel Tuttle Public relations and Comm. Director

Primary Research

Each P.S.I said they would purchase Just-in

Demand Estimation

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

2010:

• 100% interest from 7 P.S.I• 49 P.S.I in British Columbia • Justin price = $65 / quarter• 4 quarter in a year

• 49 P.S.I * $65 * 4 quarters = $12,740

• However…

• We are giving a 10% margin of Error 45*65$*4 = $11,700

LT - Demand Estimation

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

2011:

• Growth Rate of P.S.I in B.C.• Very Minimal• Student size very low• E.g. Qwest University• Opening 2006, now has 80 students

• $11,700

Demand Estimation Pt. 2

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

But….

• $65/month more appropriate

2010 2011 2012

$38,220 $38,220 $38,220

After Careful number crunching…

Demand Estimation Pt. 2

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Facebook = 170,280

Twitter = 262,650

Youtube accounts = 120,459

Linkedin = 120,459

Total = 673,874 – Market Potential

Demand Estimation Pt. 2

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Change in Revenue:

2010 2011 2012

Quarter $11,700 $11,700 $11,700

Month $38,220 $38,220 $38,220

$25,480

THANK YOU.

Avalanche Creative GroupRepresented by: Gagan Singh | Kevin Shaw | Sean Lindsay

Questions?