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• Conducted secondary research and defined management and research problems • Designed a survey questionnaire on SurveyMonkey and received 100+ respondents • Analyzed data and presented: bibliography, findings, recommendations, and next steps
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FacebookArc Liu, Georgina Pang, Santa Redala
Eyal Shahar, Rafaela De Silva, Luisa Silva Emily Sonipersaud (Marketing Research Course - Spring, 2014)
Overview
• CEO of Facebook- Mark Zuckerberg
• Net worth $112 Billion
• 1.2 Billion Monthly Users
• Purchased WhatsApp for $19 Billion (450 Million Users)
Top Competition in the USA
Google Plus (300 Million Users)
Tumblr (300 Million Users)
Twitter (240 Million Users)
Managerial and Marketing Research Questions
1. What can we do to increase Facebook's revenue?
a) A concern that has been brought up by
consumers is the numerous advertisements on
Facebook. If we offer a premium Facebook
account with absolutely no advertisements, how
much would you be willing to pay for it?
Managerial and Marketing Research Questions
b) If Facebook introduces a new Facebook social
networking device that integrates the following:
Best possible phone camera on the market
LTE and Wifi Internet Services
Built-in photo editing service, filtering service and fast
uploading service
Significantly faster integration to Facebook, Whatsapp,
Instagram, Vine, Twitter, Pinterest and Tumblr.
WhatsApp, Facebook chat services; including Facetime
Managerial and Marketing Research Questions
2. What can Facebook do to increase and retain customer loyalty?
a) Determine which problems Facebook needs to address, in order of immediacy.
Please number the following problems
Difficulty in navigating privacy settings
Advertisements in the sidebar and on your newsfeed
Inability to choose your layout and the lack of customization
Difficulty in organizing your friends list
Too many features (games, apps, notes etc.) and no concentration and/or niche.
Managerial and Marketing Research Questions
b) Facebook already has customizable privacy settings. However users have to go
through their entire friends list one by one and set them individually for each friend.
If Facebook introduces an organized feature that does the following:
Drag and drop multiple friends at a time, into groups with customizable privacy settings
Ability to customize how your profile looks to each group of friends
Methodology
Total Respondents: 122
Responded to all: 101
Sent Survey: Facebook, Twitter, Email, In-Person
Date Sent: March 26th 2014
Demographics
How much do you earn in a year?
36% are in the “Less than
$10,000” income range.
Only 75% provided
financial information.
Frequency of General Usage
How often do you use Facebook? 96% of Users
use Facebook more than once a week.
86% of Users use Facebook at least once a day.
Frequency of Feature Usage
80% of Users never play games.
Top features of Facebook rank:
1. News & Articles
2. Chat3. Photo & Video
Sharing
How often do you use these Facebook Features?
Severity of ProblemsPercent of users who think the problems are pressing:
Insufficient Privacy Settings with 60%
Lack of a niche with 57%
Advertisements with 56%
Lack of Customization with 56%
Difficulty in Organizing Friends List with 45%
Determine the severity of the following notable problems.
Game & Application Invites
What do you feel about the game & application invites from your friends?
75% dislike the
game & application
invites.
Almost 100% of our
respondents receive
these invitations. It is
a general problem
that every user
faces.
80% of Users almost never click on the advertisement links.
Effectiveness of Ads
Out of all the advertisements you see, how many actually sparks interest enough for you to want to find out more?
What can Facebook learn from its competitors?
Competitors
MOST OFTEN
LEAST OFTEN
How often do you use the following social media networks?
With regards to (1) on the scale:
Facebook remains most used social network,
beating out Instagram (2nd Place) by 41%.
With regards to (2) on the scale:
Instagram beats Facebook by 21%
Twitter close behind Facebook by 7%
Categories Percentage
Networking & Socializing 40.2 %
User Interface & Convenience 13 %
Photo & Video Sharing 12.1 %
Entertainment & News Feed 10.3 %
Everything 6.5 %
Others 18 %
What are they looking for?What do you like about your top three social media
networks?
What can Facebook do?
A Membership Plan
If Facebook introduces the following membership plans, which one would you
choose?
From Previous Slide on
Severity of Problems:
56% of Respondents
thought the overload of
Advertisements were a
pressing problem.
A striking 94% of
respondents will not pay
to reduce the
advertisements.
- No Fee- 100% Advertisements
- $9.99 per year- 50% Advertisements
- $15.99 per year- 0% Advertisements
New Privacy Features
Which of the following features (not yet introduced) would you be most interested in?
Ability to drag & drop friends into different
privacy groups.
Ability to customize how your profile
looks to each privacy group.
71% are open to new
privacy features
40% are interested in
the customization
feature.
31% are interested in
the Drag & Drop
Feature.
WhatsApp Integration
In addition to Facebook Chat, if WhatsApp Messenger were to be introduced on Facebook, would you use it?WhatsApp Messenger is a
Facebook owned smartphone application that allows you to chat with friends with WIFI.
As of February 2014, WhatsApp had 465 million monthly active users.
42% of respondents would use Whatsapp on Facebook if made available.
Rewards Program for Appreciating Loyal Users?
Effect on Usage
If Facebook implemented a rewards program, how would it affect your usage?
57% of our Respondents will spend more time on Facebook because of the rewards program.
34% of Respondents will increase usage significantly.
A Social Networking Device
If Facebook introduces a social networking device, how interested will you be to the following features?
From most interesting to least interesting:
Fast Upload Speed
Top-of-the-line Camera
Photo Editing Feature
LTE & WIFI
Simultaneous posting to various social media networks
Facebook Chat
Introduce rewards program
• Will increase the average usage per day
Game default settings
Group settings
• Easier interface with friends, family,
acquaintance (drag and drop)
Increase user creativity with profile
Recommendations
Next Steps
Traditional Focus Groups - further research on whether to
launch a Facebook Mobile Device, considering most
revenue is from mobile
Depth Interviews - to better understand what disturbs
users, and how to solve it.
• example: “57% of users think the lack of niche is
a problem” - what suggestions do they have to
solve it, and why?
Qualitative Research
Computer Assisted Interviews (CAPI) - to gain insights from users who are willing to increase hours usage with rewards program
• learn how many hours will increase per user
• learn user preferences for rewards cards
Internet - A link to a survey on their site
• which users would want to purchase membership
• will it have negative effect on brand image
Descriptive Research - Surveys
Marketing Team