DandeMonkey.com WOM Campaign Date: Jan 23, 08 Principal Investigator: Prof. Julie Yu Researcher: Louis Ng Marketing Report: Statistics & Survey Findings Thanks for all your inputs!!

Contents Background Website Statistics Survey Results – Context of Conversation Survey Results – Retrieved Comments & Suggestions for DandeMonkey.com Limitations

Background

Website Statistics

Survey Results – Context of Conversation

Survey Results – Retrieved Comments & Suggestions for DandeMonkey.com

Limitations

1. Background A research on the marketing concept Word of Mouth (WOM) in CUHK was carried out between Oct 18, 2007 and Nov 15, 2007. 100 Students were invited to this study. Students were given a brief presentation on the website, DandeMonkey.com and were asked to record whatever conversation in the context of the product on a journal sheet. There are no given limit to what they record (and what they say), and this is the essence of this study: Honest and Frank conversations as “Normal Conversations” = WOM. The Primary Objective, is to see how WOM Conversations Travel when it applies to a new product. The Secondary Objective is to gain knowledge of the attitudes of the target group (Student) regarding DandeMonkey.com.

A research on the marketing concept Word of Mouth (WOM) in CUHK was carried out between Oct 18, 2007 and Nov 15, 2007.

100 Students were invited to this study.

Students were given a brief presentation on the website, DandeMonkey.com and were asked to record whatever conversation in the context of the product on a journal sheet. There are no given limit to what they record (and what they say), and this is the essence of this study: Honest and Frank conversations as “Normal Conversations” = WOM.

The Primary Objective, is to see how WOM Conversations Travel when it applies to a new product. The Secondary Objective is to gain knowledge of the attitudes of the target group (Student) regarding DandeMonkey.com.

The following document, presents the statistical findings of WOM, and also the retrieved comments and suggestions from the surveys:

The following document, presents the statistical findings of WOM, and also the retrieved comments and suggestions from the surveys:

2. Website Statistics Quick Overview Total of 74 actual participants Oct 18, 07 is when Campaign Start (Presentation Day); Total Sign-Ups was 112

Total of 74 actual participants

Oct 18, 07 is when Campaign Start (Presentation Day);

Total Sign-Ups was 112

Over the 1 Month study period the following site statistics were monitored: Number of Logins & Number of Members

DM Number of Logins On Average more Logins 64/12days =5.33 On Average less Logins 48/14days =3.42 Incr. No. Logins Before Midterms After Midterms

DM Number of Members No new signups @112 Total Signups @119 Development Team Sign off, Signups @110 Incr. members Before Midterms After Midterms

So we can see: When conversation is carried out, login and sign ups increased. Total Sign-Ups in 1 month, Only goes from 112 to 119 Seems not too Effective! But a fact that the numbers raised.

3. Survey Results Context of Conversation Total received surveys are 74 Total number of conversations is 184 Calculates to 2.5 avg. conversation/ person, which is not too many All Surveys are read, and are categorized into the “ Context of Conversations ”.

Total received surveys are 74

Total number of conversations is 184

Calculates to 2.5 avg. conversation/ person, which is not too many

All Surveys are read, and are categorized into the “ Context of Conversations ”.

Context of Conversations After reading all surveys, the conversations can be categorized as: Purely Travel Purely Selling Purely Blogging Purely Site Design A good conversation started Totally Off Topic (?)

After reading all surveys, the conversations can be categorized as:

Purely Travel

Purely Selling

Purely Blogging

Purely Site Design

A good conversation started

Totally Off Topic (?)

In the 184 conversations.. So from the results: Students likes to Sell the product and comment on the Site Design The spirit of creating a good conversation is lacking from the study subjects (students). Factors of cause can be lacking of communication skills, no motivations, the website is not attractive etc.

So from the results:

Students likes to Sell the product and comment on the Site Design

The spirit of creating a good conversation is lacking from the study subjects (students). Factors of cause can be lacking of communication skills, no motivations, the website is not attractive etc.

4. Survey Results Retrieved Comments & Suggestions for DandeMonkey.com Total received comments are 133 Total number of suggestions are 14

Total received comments are 133

Total number of suggestions are 14

4. Survey Results Retrieved Comments for DandeMonkey.com

Survey Key Comments DandeMonkey.com is a great idea; The Logo and color theme is bright and energetic; However … There are too few BLOGs and Members The structure and layout needs to pay more attention to as there are split of comments from both sides liking and not liking the layout and flow

DandeMonkey.com is a great idea;

The Logo and color theme is bright and energetic;

However …

There are too few BLOGs and Members

The structure and layout needs to pay more attention to as there are split of comments from both sides liking and not liking the layout and flow

5. Limitations Study Period too short: It was only 4 weeks, and 2 weeks in the beginning was more of a study period so everything were idle until the exams were over. Students were given academic bonus credits for doing the survey: It becomes more like a must do assignment and affects the outcome of the survey in the wrong alignment of interest. There were many voided and empty entries.

Study Period too short: It was only 4 weeks, and 2 weeks in the beginning was more of a study period so everything were idle until the exams were over.

Students were given academic bonus credits for doing the survey: It becomes more like a must do assignment and affects the outcome of the survey in the wrong alignment of interest. There were many voided and empty entries.

Contact Info: Louis Ng (852) 9613-6658 Email: louis.ng@cuhk.edu.hk END OF REPORT

Louis Ng (852) 9613-6658

Email: louis.ng@cuhk.edu.hk