12. Identify barriers & incentives to CircleTie’s service adoption, in order to effectively attract, engage& retainusers. Management Question
13. Marketing Research Questions Does the service meet a need? What is the specific nature of potential users’ requirements? Whatchallenges do users face in using similar services and what requirements are not being met? Is the purpose of the concept clear and can potential users be persuaded of the service’s benefits? How to gain traction and deliver customer value throughout the product’s lifecycle?
26. Focus Group Analysis Commonalities Identity & Origin of Service Provider Brand Name (Abbreviation, Foreign vs. Local) Word of Mouth more credible than other forms of MARCOM Competitive social gaming was more interesting Top 2 Features were Discover & Check-in Promotions were found to be interesting No concerns over privacy as long as they had control Distinction Age Group (18-22) Social depth more appealing than financial rewards Exclusive Membership very appealing Age Group (23-28) Financial rewards were more important Exclusive Membership not appealing Usage of Facebook is limited to connecting with close friends Daily Outings
47. Age, Gender, Privacy Control Privacy Concerns Willingness to Try – Age Service Provider Identity & Origin Age, Gender, Use of Social Networks + Mobile Social Networking Discover Age, Life Style + + Attractiveness Continuity + + Age, Gender, Life Style Friend Locator + + Age, Life Style + + Reviews & Ratings Extra Features Age Rewards/Loyalty Program Current use of Social Networks User-generated Content Age, Relevance, Life Style Contextual Advertising & Promotion Age, Gender, Type of Gamer Friends’ usage Gaming Element Research Model
54. Age Age, Gender, Use of Social Networks Mobile Social Networking Discover Age, Life Style + + Attractiveness Attractiveness + Age, Gender, Life Style Friend Locator + + Age, Life Style + Reviews & Ratings Age Rewards/Loyalty Program Age, Relevance, Life Style Contextual Advertising & Promotion Age, Gender, Type of Gamer Gaming Element Generic Hypotheses
55. Age, Gender, Privacy Control Privacy Concerns Willingness to Try – Age Service Provider Identity & Origin + Attractiveness Interest & Retention Continuity + + Extra Features User-generated Content Current use of Social Networks Friends’ usage Generic Hypotheses
56. Attraction vs. Mobile Type 5 Independent Sample t-Tests. Only iPhone is significant.
57. iPhone Users Profiling Independent sample t-test on outing places. Significantly higher frequency for Chain Coffee Shops, Bar & Clubs and Restaurants.
58. Privacy by Gender Two-tail independent sample t-test. Failed to prove that difference exist between males and females.
59. Privacy Settings Importance Pearson correlation between willingness to share location and user-friendly privacy settings. Significant positive correlation.
60. Identity of Service Provider One sample t-test comparing the means to the neutral number “3”. Willingness to try is higher if the service provider is known. Willingness to try increases slightly when the service provider is foreign.
DiscoverCheck-InFriend FinderOffers & PromotionsActivity FeedProfile & Friend Connections Management
Is the purpose of the concept clear and can potential users be persuaded of the service’s benefits?Does the service meet a need? What is the specific nature of potential users’ requirements? What challenges do users face in using similar services and what requirements are not being met? How to gain traction and deliver customer value throughout the product’s lifecycle?Generic Hypotheses (Interpretation of the model)H01 There is no relation between the features of the product and its attractiveness.Ha1 There are some relations between the features of product and its attractiveness to the user. H02 There is no relation between the product’s attractiveness, privacy concerns and service provider origin vs. the willingness to try the product.Ha2 There are some relations between the product’s attractiveness, privacy concerns and service provider origin vs. the willingness to try the product. H03 There is no relation between the product’s attractiveness, friends’ usage, constant feature addition and availability of user generated content vs. the consistency in usage of the product.Ha3 There are some relations between the product’s attractiveness, friends’ usage, constant feature addition and availability of user generated content vs. the consistency in usage of the product (RQ1) Is the purpose of the concept clear and can potential users be persuaded of the service’s benefits?The mobile phone is perceived as a better platform for social networking than the PC.Users accept disclosing their actual location to close friends.(RQ2) Does the service meet a need? What is the specific nature of potential users’ requirements? Customers are willing to know where their friends are all the time.Consumers want to discover places of interest nearby their location.Friends’ recommendations of new places are the most trusted source of information for choosing places for group outings.(RQ3) What challenges do users face in using similar services and what requirements are not being met? Privacy concerns negatively affect the attractiveness and usage of social networks. Effective privacy settings decrease privacy concerns. Gender differences exist in privacy-related measures for social networks. Consumers trust well known service providers more with their private data.(RQ4) How to gain traction and deliver customer value throughout the product’s lifecycle?Customized promotions and discounts increases consumers acceptance of mobile advertisingThe competitiveness and rankings found in group games on social networks increases the frequency and time spent on gaming.Receiving incentives/financial benefits increases the frequency of accessing a social network.Knowing that the service provider is Egyptian might hinder the attractiveness and usage of a location based social network.Enabling users to create content has a positive effect on the behavioral intention towards using a Mobile Social Network.
Literature ReviewGENDER DIFFERENCES IN PRIVACY-RELATED MEASURES FOR YOUNG ADULT FACEBOOK USERS
Post 2008 & TechnologyFocus Groups and Surveys Previously Conducted
Middle East & North Africa - Facebook Demographics May 2010SpotOn Public Relations
The Participation Ladder
Forrester Research categorizes social computing behaviors into a ladder with seven levels of participation (Social Technographics®). Companies pursuing social technologies should analyze their customers' Social Technographics first and then create a social strategy based on these profiles. Introducing The New Social Technographics, Forrester Research, January 15, 2010
Accordingly, our target market can be divided into three sub-segments : Students (whose spending is supported by their parents and hence status will probably be their main motive for frequent use of CircleTie)Young Professionals (who earn their spending and hence financial benefits will probably be their main motive for frequent use of CircleTie)Executives
