Social Networks Why do Consumers participate? Why should marketers care? Julie Walker Purple Spinnaker Contact: [email_address]

Question 1 Do the characteristics of a social network impact the level of member participation? Question 2 Do the characteristics of the social network impact the length of membership of the social network? Question 3 Do the characteristics of the social network impact the number of hours spent on the social network each week? Survey Questions Copyright Purple Spinnaker 2009, julie@purplespinnaker.com

Question 1

Do the characteristics of a social network impact the level of member participation?

Question 2

Do the characteristics of the social network impact the length of membership of the social network?

Question 3

Do the characteristics of the social network impact the number of hours spent on the social network each week?

Survey Statistics Moderated TV online community 36 Survey questions 6 demographic questions 8 user activity level 22 multiple choice questions Statistical Modelling Copyright Purple Spinnaker 2009, julie@purplespinnaker.com

Moderated TV online community

36 Survey questions

6 demographic questions

8 user activity level

22 multiple choice questions

Statistical Modelling

Summary of Results Copyright Purple Spinnaker 2009, julie@purplespinnaker.com

Respondent Demographics Copyright Purple Spinnaker 2009, julie@purplespinnaker.com Demographic Information Result Secondary Data Female 77.4% 57.2% Age 16 - 35 18-45 College education or higher 54.8% 41.2% Membership over 12mths 46.2% Visit community more than once per day 64.3% Post on the community more than once a day 51.8% Participate daily in community 76.8% Spend more than 5 hours a week on community 59.3% 49.1% Visit other communities 73.3% 59.2% Visit other communities more than once per day 49.2%

Respondent Demographics

Effect of characteristics on participation in, membership of and active hours per week on the social network. Copyright Purple Spinnaker 2009, julie@purplespinnaker.com Characteristics Description Interest some knowledge about and are interested in the subject Expertise knowledge of subject and looking to develop knowledge further Inclusivity feel welcome, identify with members and make friends Personalisation personal level of communication between members Effectiveness learn from and feedback from community members Member Experience enjoyment from and competence in using the internet Familiarity make friends and get to know other members Participation visit, contribute and respond to other members

Effect of characteristics on participation in, membership of and active hours per week on the social network.

Ranked Characteristics Copyright Purple Spinnaker 2009, julie@purplespinnaker.com Characteristics Participation Length of Membership Hours per Week Familiarity Effect Effect Effect Member Experience Effect Effect No Inclusivity Effect Effect No Expertise Effect No Effect Interest Effect No No Participation n/a No Effect Personalisation No No No Effectiveness No No No

Ranked Characteristics

Question 1 Do the characteristics of a social network impact the level of member participation? Question 2 Do the characteristics of the social network impact the length of membership of the social network? Question 3 Do the characteristics of the social network impact the number of hours spent on the social network each week? Survey Questions YES YES YES Copyright Purple Spinnaker 2009 [email_address]

Question 1

Do the characteristics of a social network impact the level of member participation?

Question 2

Do the characteristics of the social network impact the length of membership of the social network?

Question 3

Do the characteristics of the social network impact the number of hours spent on the social network each week?

Social Networks Why do Consumers participate? Why should marketers care? Julie Walker Purple Spinnaker Contact: [email_address] Tel: +44 (0) 7887 644 799