SNS Focus Group Project Collaborative qualitative market research on CN Consumer Internet/ SNS

Purpose Deep dive insights of CN Consumer Internet/SNS SNS find target groups (qualitative) VC’s lock SNS to invest Blogger/ media/ scholar to dig headline materials to publish Increase brand awareness Practice collaborative 2.0-style working!

Deep dive insights of CN Consumer Internet/SNS

SNS find target groups (qualitative)

VC’s lock SNS to invest

Blogger/ media/ scholar to dig headline materials to publish

Increase brand awareness

Practice collaborative 2.0-style working!

Why This Project?... Assumption: those have demands will use SNS V .S. Data exists show young generation as target C ontradiction : 1) Young people love entertainment with limited SNS demands 2) Elders have serious SNS demands but total number few

Assumption: those have demands will use SNS

V .S.

Data exists show young generation as target

… Why This Project? Pretty SURE about the target groups below? College student? Office lady/ White collar? O nline game player? A qualitative Focus Group project will diagnose with credibility through small samples mirroring to general audience You’re maybe guessing! Focus group live

Pretty SURE about the target groups below?

College student?

Office lady/ White collar?

O nline game player?

A qualitative Focus Group project will diagnose with credibility through small samples mirroring to general audience

Proposal Project design Mktg research agency/ scholar together w/ SNS focus group execution SNS share user database to filter some leads SNS & Mktg agency to recruit samples Mktg agency/ scholar to moderate live discussion Mktg agency/ scholar & Geni to analyze report Split L ow cost E stimation: 3,000 RMB/group (8~10ppl) X 2groups X 3~4 cities + service fee for mktg agency = 30,000 RMB V.S. at least 250,000 RMB for 20,000 samples quantitative questionnaire across the country SNS team’s office b ooth/place for focus group live Reno of Geni.com to organize/ coordinate

Project design

Mktg research agency/ scholar together w/ SNS

focus group execution

SNS share user database to filter some leads

SNS & Mktg agency to recruit samples

Mktg agency/ scholar to moderate live discussion

Mktg agency/ scholar & Geni to analyze report

Split L ow cost

E stimation: 3,000 RMB/group (8~10ppl) X 2groups X 3~4 cities + service fee for mktg agency = 30,000 RMB

V.S. at least 250,000 RMB for 20,000 samples quantitative questionnaire across the country

SNS team’s office b ooth/place for focus group live

Reno of Geni.com to organize/ coordinate

Project Structure & Output report 8~10 ppl/ group; 2K RMB buget/group; SH , 2 groups, Nov; C redible report. 8~10 ppl/ group; 2K RMB buget/group; BJ , 2 groups, Nov; C redible report. project project projec t project participants benefits 1. SNS   1) insights 2) PR/brand 2. scholar/ mktg research agency   1) PR/brand 2) future biz w/ SNS/VC$ 3. blogger/ media   1) headline materails 2) article 3) subscribers 4) brand 4. VC’s   insights/data reputation C ollaborative practice

Benefits Credible Data on CN Consumer Internet/ SNS! SNS have focus group target! Blogger/ Media/ Scholar have great materials to publish! T hink a headline: ‘Focus Group shows that paramour/Ah’Yi use SNS most!’ WOW! Venture Capitalists/ $ have intelligence to guide SNS investment All participants get reputation! Mktg research agency have future biz w/ SNS/ VC’s

Credible Data on CN Consumer Internet/ SNS!

SNS have focus group target!

Blogger/ Media/ Scholar have great materials to publish!

T hink a headline: ‘Focus Group shows that paramour/Ah’Yi use SNS most!’ WOW!

Venture Capitalists/ $ have intelligence to guide SNS investment

All participants get reputation!

Mktg research agency have future biz w/ SNS/ VC’s

Project Details Sample Leads: 100 db for each group to ensure 10ppl presence (1wks) SNS share current user databse (70%) Mktg agency to recruite extra external samples (30%) $ budget Incentive: current gift or 200RMB/ppl Booth/live place: 40RMB/hour X 1~1.5 hours per group, or just share SNS office meeting room/ scholar classroom Mktg agency service fee: 600~800RMB/ group + 2,000RMB final report Focus group live (4wks) Group & total report (2wks)

Sample Leads: 100 db for each group to ensure 10ppl presence (1wks)

SNS share current user databse (70%)

Mktg agency to recruite extra external samples (30%)

$ budget

Incentive: current gift or 200RMB/ppl

Booth/live place: 40RMB/hour X 1~1.5 hours per group, or just share SNS office meeting room/ scholar classroom

Mktg agency service fee: 600~800RMB/ group + 2,000RMB final report

Focus group live (4wks)

Group & total report (2wks)

User demographics sample v (10%) v (10%) Career - teachers v (10%) Career - students v (10%) v (10%) Career - investors v (10%) v (20%) v (20%) Friend SNS user v (10%) Family SNS user v (10%) v (10%) Biz SNS user v (10%) v (20%) v (10%) Bkgd - high-school v (10%) v (20%) v (10%) Bkgd - college v (10%) v (10%) Career - IT professional v (40%) v (20%) G ender - female v (10%) v (20%) v (10%) G ender - male >45 27~45 <27 age

Focus Groups live Question examples … W hat online services you use daily/today/span one week? How long you spent each day? Why you use them? H ow do you classify present-day online services? W hich of them do you prefer the most? I nformation? N etworking? T opic sharing? E ntertainment? W ho around you are using the same services as you are? W hy do they use in your opinion?

W hat online services you use daily/today/span one week? How long you spent each day? Why you use them?

H ow do you classify present-day online services? W hich of them do you prefer the most?

I nformation? N etworking? T opic sharing?

E ntertainment?

W ho around you are using the same services as you are? W hy do they use in your opinion?

… Question examples What features do you use frequently at online services? What features do you prefer to have? S peed to acquire information Networking facility S earchability Newsfeed L inks among related content A ctiveness indication of community Others? W hat then? (welcome proposal)

What features do you use frequently at online services? What features do you prefer to have?

S peed to acquire information

Networking facility

S earchability

Newsfeed

L inks among related content

A ctiveness indication of community

Others? W hat then?

(welcome proposal)

Join to LOSE NOTHING! You avert: O verall proj mgt: Reno of Geni will do it Credible report: mktg research agency/ scholar & Geni will do R eport distribution: media/ blogger/ conference will do If you join, you only share: your user sample: e.g. provide 100db to ensure 10ppl presence at focus group live small $ budget or your gifts basket your office place or booth for focus group live

You avert:

O verall proj mgt: Reno of Geni will do it

Credible report: mktg research agency/ scholar & Geni will do

R eport distribution: media/ blogger/ conference will do

If you join, you only share:

your user sample: e.g. provide 100db to ensure 10ppl presence at focus group live

small $ budget or your gifts basket

your office place or booth for focus group live

T ake Your Action! Co-team slots remaining: 2 Already on board 2 S cholars 1 SNS pioneer 1 mktg research agency Deadline : Friday, Nov 26th, 2007

Co-team slots remaining: 2

Already on board

2 S cholars

1 SNS pioneer

1 mktg research agency

Deadline : Friday, Nov 26th, 2007

Contact Reno Peng 彭丞杰 Email: [email_address] , [email_address] Mobile: +86 1365 1802 841 Tel: +86 21 6133 1800 Skype/ Meebo: pilareno MSN: [email_address] Facebook: Reno Peng LinkedIn: http://www.linkedin.com/in/renopeng Wealink: http://renopeng.wealink.com Geni: Reno Peng

Reno Peng 彭丞杰

Email: [email_address] , [email_address]

Mobile: +86 1365 1802 841

Tel: +86 21 6133 1800

Skype/ Meebo: pilareno

MSN: [email_address]

Facebook: Reno Peng

LinkedIn: http://www.linkedin.com/in/renopeng

Wealink: http://renopeng.wealink.com

Geni: Reno Peng