• Conducted secondary research and defined management and research problems
• Designed a survey questionnaire on SurveyMonkey and received 100+ respondents
• Analyzed data and presented: bibliography, findings, recommendations, and next steps
Foundation First - Why Your Website and Content Matters - David Pisarek
Facebook Team Project (Marketing Research Course, 2014)
1. Facebook
Arc Liu, Georgina Pang, Santa Redala
Eyal Shahar, Rafaela De Silva, Luisa Silva
Emily Sonipersaud (Marketing Research Course - Spring, 2014)
2. Overview
• CEO of Facebook- Mark Zuckerberg
• Net worth $112 Billion
• 1.2 Billion Monthly Users
• Purchased WhatsApp for $19 Billion (450 Million Users)
3. Top Competition in the USA
Google Plus (300 Million Users)
Tumblr (300 Million Users)
Twitter (240 Million Users)
4. Managerial and Marketing Research Questions
a) A concern that has been brought up by
consumers is the numerous advertisements on
Facebook. If we offer a premium Facebook
account with absolutely no advertisements, how
much would you be willing to pay for it?
5. Managerial and Marketing Research Questions
b) If Facebook introduces a new Facebook social
networking device that integrates the following:
Best possible phone camera on the market
LTE and Wifi Internet Services
Built-in photo editing service, filtering service and fast
uploading service
Significantly faster integration to Facebook, Whatsapp,
Instagram, Vine, Twitter, Pinterest and Tumblr.
WhatsApp, Facebook chat services; including Facetime
6. Managerial and Marketing Research Questions
2.
a) Determine which problems Facebook needs to address, in order of immediacy.
Please number the following problems
Difficulty in navigating privacy settings
Advertisements in the sidebar and on your newsfeed
Inability to choose your layout and the lack of customization
Difficulty in organizing your friends list
Too many features (games, apps, notes etc.) and no concentration and/or niche.
7. Managerial and Marketing Research Questions
b) Facebook already has customizable privacy settings. However users have to go
through their entire friends list one by one and set them individually for each friend.
If Facebook introduces an organized feature that does the following:
Drag and drop multiple friends at a time, into groups with customizable privacy settings
Ability to customize how your profile looks to each group of friends
8. Methodology
Total Respondents: 122
Responded to all: 101
Sent Survey: Facebook, Twitter, Email, In-Person
Date Sent: March 26th 2014
9. Demographics
36% are in the “Less than
$10,000” income range.
Only 75% provided
financial information.
10. Frequency of General Usage
96% of Users
use Facebook
more than
once a week.
86% of Users
use Facebook
at least once
a day.
11. Frequency of Feature Usage
80% of Users never
play games.
Top features of
Facebook rank:
1. News &
Articles
2. Chat
3. Photo & Video
Sharing
12. Severity of Problems
Percent of users who
think the problems are
pressing:
Insufficient Privacy
Settings with 60%
Lack of a niche with
57%
Advertisements with
56%
Lack of Customization
with 56%
Difficulty in
Organizing Friends
List with 45%
13. Game & Application Invites
75% dislike the
game & application
invites.
Almost 100% of our
respondents receive
these invitations. It is
a general problem
that every user
faces.
14. 80% of Users
almost never click
on the
advertisement
links.
Effectiveness of Ads
Out of all the advertisements you see, how many actually
sparks interest enough for you to want to find out more?
16. Competitors
MOST
OFTEN
LEAST
OFTEN
With regards to (1) on the
scale:
Facebook remains
most used social
network,
beating out
Instagram (2nd
Place) by 41%.
With regards to (2) on the
scale:
Instagram beats
Facebook by 21%
Twitter close behind
Facebook by 7%
17. Categories Percentage
Networking & Socializing 40.2 %
User Interface & Convenience 13 %
Photo & Video Sharing 12.1 %
Entertainment & News Feed 10.3 %
Everything 6.5 %
Others 18 %
What are they looking for?
19. A Membership Plan
From Previous Slide on
Severity of Problems:
56% of Respondents
thought the overload of
Advertisements were a
pressing problem.
A striking 94% of
respondents will not pay
to reduce the
advertisements.
- No Fee
- 100% Advertisements
- $9.99 per year
- 50% Advertisements
- $15.99 per year
- 0% Advertisements
20. New Privacy Features
Ability to drag & drop
friends into different
privacy groups.
Ability to customize
how your profile
looks to each privacy
group.
71% are open to new
privacy features
40% are interested in
the customization
feature.
31% are interested in
the Drag & Drop
Feature.
21. WhatsApp Integration
WhatsApp Messenger is a
Facebook owned smartphone
application that allows you to
chat with friends with WIFI.
As of February 2014,
WhatsApp had 465 million
monthly active users.
42% of respondents
would use Whatsapp
on Facebook if made
available.
23. Effect on Usage
57% of our
Respondents will
spend more time on
Facebook because
of the rewards
program.
34% of Respondents
will increase usage
significantly.
24. A Social Networking Device
From most interesting to
least interesting:
Fast Upload Speed
Top-of-the-line
Camera
Photo Editing
Feature
LTE & WIFI
Simultaneous
posting to various
social media
networks
Facebook Chat
25. Introduce rewards program
• Will increase the average usage per day
Game default settings
Group settings
• Easier interface with friends, family,
acquaintance (drag and drop)
Increase user creativity with profile
Recommendations
27. Traditional Focus Groups - further research on whether to
launch a Facebook Mobile Device, considering most
revenue is from mobile
Depth Interviews - to better understand what disturbs
users, and how to solve it.
• example: “57% of users think the lack of niche is
a problem” - what suggestions do they have to
solve it, and why?
Qualitative Research
28. Computer Assisted Interviews (CAPI) - to gain insights
from users who are willing to increase hours usage with
rewards program
• learn how many hours will increase per user
• learn user preferences for rewards cards
Internet - A link to a survey on their site
• which users would want to purchase membership
• will it have negative effect on brand image
Descriptive Research -
Surveys
Specifics …
More than once per day : 63%
Daily : 23%
Every other day: 10%
Weekly : 2%
Monthly : 2%
“Problems” came from background research & secondary research. These problems are notable ones that came up frequently in our research, so we decided to take a closer look at them.
Explain the “Problems”:
Privacy Settings----------------------- Difficulty in navigating privacy settings
Advertisement ------------------------- Too much Advertisements
Lack of Customization --------------Inability to choose layout
Unorganized Friends List ----------- Organizing features of facebook exist. But have to change each & every friend individually.
Too many features ------------------- No niche.
We have completed the section of our research regarding the problems & issues of Facebook.
Bearing in mind that our end goal is to Increase Revenue & to Increase & Retain Customer Loyalty, let’s take a look at possible plan of actions & how our respondents reacted to them.
Silver ------ No fee, with advertisements
Gold ------- 9.99 per year, with 50% less advertisements
Platinum -- 15.99 per year, without advertisements
Explain what a Privacy Group means!!!!!!
Is it feasible to still charge users premium accounts while lowering advertisements? inconclusive. (Difficult to judge in this situation) research shows that the respondents are within the young age demographics.