Success factors of an Online community in Photography : A research study
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Success factors of an Online community in Photography : A research study

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As a part of our academic research study at Global MBA Program at S P Jain Center of Management, we performed the market study of the succes factors of an Online learning community specific to ...

As a part of our academic research study at Global MBA Program at S P Jain Center of Management, we performed the market study of the succes factors of an Online learning community specific to Photography in Singapore.

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Success factors of an Online community in Photography : A research study Success factors of an Online community in Photography : A research study Presentation Transcript

  • Success Factors of an Online Community in Photography Industry
    Group 5
    Abhay Raj Mittal (GNOV10IT039)
    Erick Prajogo (GNOV10IT047)
    GarimaSaxena(GNOV10IT048)
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
    SP Jain Center of Management, Singapore
    Applied Research Project
  • Agenda
    Introduction
    Objectives
    Research approach
    Research analysis
    Findings
    Limitations
    Recommendations
    Conclusion
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Introduction
    About online community
    Rise in photography industry
    Identfying the gap
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Objectives
    Study the success factors of Online Community from literature review
    Research the success factors from users perspective
    How does the company stand to benefit from an Online Community
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Research approach
    Secondary data
    Questionnaire design
    Sampling
    Pilot Testing
    Primarydata
    Survey
    Interview
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Research analysis
    Data transformation
    Cross tabulation
    Factor analysis
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Our Findings
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Framework
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
    Brand Value/Sales
    Online Community
    Purposes of Joining
    Attraction of New Members
    Collaboration
  • Demography
    60% of Respondents are practicing photography
    60% of Respondents are possesing Digital SLR
    80% at least aware about basic skill in using camera
    Contain different nationalities
    Indian
    Singaporean
    Indonesian
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Purpose of joining
    To get unbiased opinion on respondent’s photograph
    To get reliable product review
    To maintain collection of pictures
    To build portfolio and gain exposure
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Purpose of Joining
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Attractionof New Members
    Camera knowledge
    Suggestion – recruiting members via correct channel
    Showcasing photo taken by members
    Well designed user interface
    Marketplace
    Photography experts
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Attraction of New Members
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Incentives to collaborate
    • Community should be kept active and dynamic
    • Respondents are open minded
    • Promote knowledge based sharing
    • Not expecting something in return
    • Improving one skills
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Incentives to collaborate
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Ownershipof Camera
    Dependent Variables
    • Camera Equipment
    • Years of Practice
    • Purpose of joining as:
    • Get unbiased opinion
    • Build portfolio
    • Product Reviews
    • Competition
    • Collection of Pictures
    • Joined based on Recommendation
    Independent Variables
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Ownership of Camera
    Bridge Camera
    Factors
    Professional DSLR
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
    Factors
  • Ownershipof Camera
    Experience Level > 4 years
    Factors
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Awareness level
    Variables under research :
    • Awareness level of the users
    • Existing members or new members
    • Purpose of joining
    Observations:
    • Awareness level affect the expectations from a community site.
    • Advanced level users – eager to know the product developments and reviews.
    • 53% advanced users already member of multiple communities.
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Benefits for camera company
    Objective to understand the benefits to the company from:
    The User perspective.
    The Industry perspective.
    24% users – Product promotions.
    40% users – Interested in workshops.
    78% users – Seek Customer service for their products.
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Benefits forcamera company
    Benefits:
    • Online advertisements – major source of revenue
    • Product reviews
    • Better Customer service and Technical support.
    • Regular Campaigns like Recycle Camera, Workshops, Photowalks and Online Product promotions.
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Qualitative analysis
    Kodak:
    Efforts to build strong customer relationship through Social Media.
    Seeking ways to build Brand.
    Already initiated in US.
    Olympus:
    Various sites in Singapore
    Less influential Power
    Less ROI
    Online Community – as Long term investment
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Limitations
    Multiple nationalities
    Limited accuracy
    Type of scaleused
    Focus on users whoown Camera.
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Way Forward
    Target more respondents
    Interview camera show owners
    Research on Stock Photography Business
    Focus on funneled respondents
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Conclusion
    Success factors of Online Photography Community
    Participation and willingness to learn
    Target the amateur segment of users
    Get closer to the customers
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011
  • Thank you !!
    SP Jain Center of Management
    GMBA - NOV10 (c) Group 5 2011