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Success Factors of an Online Community in Photography Industry<br />Group 5<br />Abhay Raj Mittal 	 (GNOV10IT039)<br />Eri...
Agenda<br />Introduction<br />Objectives<br />Research approach<br />Research analysis<br />Findings<br />Limitations<br /...
Introduction<br />About online community<br />Rise in photography industry<br />Identfying the gap<br />SP Jain Center of ...
Objectives<br />Study the success factors of Online Community from literature review<br />Research the success factors fro...
Research approach<br />Secondary data<br />Questionnaire design<br />Sampling<br />Pilot Testing<br />Primarydata <br />Su...
Research analysis<br />Data transformation<br />Cross tabulation<br />Factor analysis<br />SP Jain Center of Management<br...
Our Findings<br />SP Jain Center of Management<br />GMBA - NOV10 (c)  Group 5 2011<br />
Framework<br />SP Jain Center of Management<br />GMBA - NOV10 (c)  Group 5 2011<br />Brand Value/Sales<br />Online Communi...
Demography<br />60% of Respondents are practicing photography<br />60% of Respondents are possesing Digital SLR<br />80% a...
SP Jain Center of Management<br />GMBA - NOV10 (c)  Group 5 2011<br />
Purpose of joining<br />To get unbiased opinion on respondent’s photograph<br />To get reliable product review<br />To mai...
Purpose of Joining<br />SP Jain Center of Management<br />GMBA - NOV10 (c)  Group 5 2011<br />
Attractionof New Members<br />Camera knowledge<br />Suggestion – recruiting members via correct channel<br />Showcasing ph...
Attraction of New Members<br />SP Jain Center of Management<br />GMBA - NOV10 (c)  Group 5 2011<br />
Incentives to collaborate <br /><ul><li>Community should be kept active and dynamic
Respondents are open minded
Promote knowledge based sharing
Not expecting something in return
Improving one skills</li></ul>SP Jain Center of Management<br />GMBA - NOV10 (c)  Group 5 2011<br />
Incentives to collaborate <br />SP Jain Center of Management<br />GMBA - NOV10 (c)  Group 5 2011<br />
Ownershipof Camera<br />Dependent Variables<br /><ul><li>Camera Equipment
Years of Practice
Purpose of joining as:
Get unbiased opinion
Build portfolio
Product Reviews
Competition
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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 Photography in Singapore.

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

  1. 1. Success Factors of an Online Community in Photography Industry<br />Group 5<br />Abhay Raj Mittal (GNOV10IT039)<br />Erick Prajogo (GNOV10IT047)<br />GarimaSaxena(GNOV10IT048)<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />SP Jain Center of Management, Singapore<br />Applied Research Project<br />
  2. 2. Agenda<br />Introduction<br />Objectives<br />Research approach<br />Research analysis<br />Findings<br />Limitations<br />Recommendations<br />Conclusion<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  3. 3. Introduction<br />About online community<br />Rise in photography industry<br />Identfying the gap<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  4. 4. Objectives<br />Study the success factors of Online Community from literature review<br />Research the success factors from users perspective<br />How does the company stand to benefit from an Online Community<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  5. 5. Research approach<br />Secondary data<br />Questionnaire design<br />Sampling<br />Pilot Testing<br />Primarydata <br />Survey<br />Interview<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  6. 6. Research analysis<br />Data transformation<br />Cross tabulation<br />Factor analysis<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  7. 7. Our Findings<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  8. 8. Framework<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />Brand Value/Sales<br />Online Community<br />Purposes of Joining<br />Attraction of New Members<br />Collaboration<br />
  9. 9. Demography<br />60% of Respondents are practicing photography<br />60% of Respondents are possesing Digital SLR<br />80% at least aware about basic skill in using camera<br />Contain different nationalities<br />Indian<br />Singaporean<br />Indonesian<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  10. 10. SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  11. 11. Purpose of joining<br />To get unbiased opinion on respondent’s photograph<br />To get reliable product review<br />To maintain collection of pictures<br />To build portfolio and gain exposure<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  12. 12. Purpose of Joining<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  13. 13. Attractionof New Members<br />Camera knowledge<br />Suggestion – recruiting members via correct channel<br />Showcasing photo taken by members<br />Well designed user interface<br />Marketplace<br />Photography experts<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  14. 14. Attraction of New Members<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  15. 15. Incentives to collaborate <br /><ul><li>Community should be kept active and dynamic
  16. 16. Respondents are open minded
  17. 17. Promote knowledge based sharing
  18. 18. Not expecting something in return
  19. 19. Improving one skills</li></ul>SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  20. 20. Incentives to collaborate <br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  21. 21. Ownershipof Camera<br />Dependent Variables<br /><ul><li>Camera Equipment
  22. 22. Years of Practice
  23. 23. Purpose of joining as:
  24. 24. Get unbiased opinion
  25. 25. Build portfolio
  26. 26. Product Reviews
  27. 27. Competition
  28. 28. Collection of Pictures
  29. 29. Joined based on Recommendation</li></ul>Independent Variables<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  30. 30. Ownership of Camera<br />Bridge Camera<br />Factors<br />Professional DSLR<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />Factors<br />
  31. 31. Ownershipof Camera<br />Experience Level > 4 years<br />Factors<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  32. 32. Awareness level<br />Variables under research :<br /><ul><li>Awareness level of the users
  33. 33. Existing members or new members
  34. 34. Purpose of joining</li></ul>Observations:<br /><ul><li>Awareness level affect the expectations from a community site.
  35. 35. Advanced level users – eager to know the product developments and reviews.
  36. 36. 53% advanced users already member of multiple communities. </li></ul>SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  37. 37. Benefits for camera company<br />Objective to understand the benefits to the company from:<br />The User perspective.<br />The Industry perspective.<br />24% users – Product promotions.<br />40% users – Interested in workshops.<br />78% users – Seek Customer service for their products.<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  38. 38. Benefits forcamera company<br />Benefits:<br /><ul><li>Online advertisements – major source of revenue
  39. 39. Product reviews
  40. 40. Better Customer service and Technical support.
  41. 41. Regular Campaigns like Recycle Camera, Workshops, Photowalks and Online Product promotions.</li></ul>SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  42. 42. Qualitative analysis<br />Kodak:<br />Efforts to build strong customer relationship through Social Media.<br />Seeking ways to build Brand.<br />Already initiated in US.<br />Olympus:<br />Various sites in Singapore<br />Less influential Power<br />Less ROI<br />Online Community – as Long term investment<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  43. 43. Limitations<br />Multiple nationalities<br />Limited accuracy<br />Type of scaleused<br />Focus on users whoown Camera. <br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  44. 44. Way Forward<br />Target more respondents<br />Interview camera show owners<br />Research on Stock Photography Business<br />Focus on funneled respondents<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  45. 45. Conclusion<br />Success factors of Online Photography Community<br />Participation and willingness to learn<br />Target the amateur segment of users<br />Get closer to the customers<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
  46. 46. Thank you !!<br />SP Jain Center of Management<br />GMBA - NOV10 (c) Group 5 2011<br />
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