Group formation on social networks was analyzed. Forcing users to form stable groups by requiring they join or create groups to access content was deemed unlikely to work as strangers online lack the environment and goals to naturally interact. Instead, it was proposed to: 1) Separate groups from other apps and services 2) Refocus groups on individual interactions and common goals 3) Rebuild the group app to be simpler and support operations 4) Implement a separate verified profile program to filter users, particularly students, for targeted marketing campaigns providing content incentives.

1. GROUPS ON
ZING ME
By Tran Le Duy Tien & Tra Phuc Vinh Uy

2. 1. Quick look at group concept in our society
2. Can we force the formation of stable groups
3. Proposed Change
Table of content

3. A QUICK LOOK AT
GROUP CONCEPT
IN OUR SOCIETY

4. What is group?
 As defined in Sociology
 Any number of people that exhibits some degree of social
cohesion and is more than a simple collection or aggregate of
individuals:
 sharing a common goal or motives
 accepted roles
 established status relationships
 Shared characteristics:
 Interests & Values
 Representation & Ethnic
 Social background & Social interactions
Thus, A gathering of people waiting at a bus stop doesn’t form a group

5. How groups are formed?
 If one brings a small collection of strangers together
in a restricted space and environment, provides a
common goal and maybe a few ground rules, then
a highly probable course of events will follow.
 Interaction between individuals is the basic
requirement because two or more people in
interacting situations will over time develop stable
relationships.

6. How groups malfunction?
 the addition of too many individuals
 functioning group to attempt to add new members in a
casual way is a certain prescription for failure
 the failure of the leader to enforce a common
purpose
 The actual loss of a leader is frequently fatal to a group,
unless there was lengthy preparation for the transition.
 confusions status or of norms

7. Group’s on Zing Me?
Roles & ranks  moderators & members
Interactions  wall feed / photo sharing…
Representation  Zing Me profile
Ethnic  nationality, age
Interests  movies / books / activities …
Background  i.e. students, co-workers…

8. CAN WE FORCE
USERS TO FORM A
STABLE GROUP?

9. Reconsidering our current strategy
 Use free content such as Movie & Book to attract users
to Group & Forcing them to be active for access to
these content
 Will that work?
 Strange people coming to watch movie won’t talk to each other
although they sit next to each other
 Strangers at a bookstore to find a book won’t make friend to one
another just to buy a book
 Can we force movie goers to talk to each other to be
able to watch? Can we force book buyers to make
friend with each other in order to enter bookstore?
 No! But bookstores can setup clubs for book lovers discussing
books that they sell. Movie producers can setup fan club for
movies they released.

10. 1.Create
Group
2. Find 4
more
members
3. Register
info of
members
4.
Verification
5. Access
content
Step 1: Create Group
• Will it be “spam” if users create groups just for the purpose of access content?
Step 2-4: Find 4 members & register real info
• Why do group moderators want to add more users to their groups if they
already have the right of their own?
• Adding members to groups in a “casual way” is prescription for failure of group.
• Gaining access right to content is purpose of individuals, not goal of groups
and it doesn’t ensure that the group will be stable
Step 5: Access to content
• Once gaining access to content, will that content enough to make member stick to
groups they joined/created?
It’s not that it’s impossible,
but the risk is too high for such complexity in operation

11. Again, how group is formed?
If seeing Zing Me members as a collection of strangers, then:
 Restrict space & environment
In real world, geographic naturally creates this condition. However,
this is something we can’t do in the online world.
 Provide common goal
We can only “suggest” but won’t be able to force it
Setup ground rules
However, if they aren’t strangers:
Form interaction between individuals in group

12. PROPOSAL
CHANGES

13. Separation of Group, Zuni & Profile
GROUP
APPS
ZUNI
MARKETING
CAMPAIGN
PROFILE
VERIFICATION
PROGRAM
Zuni project will use Group as
vehicle to archive its’ goal
Zuni uses this program as a way
to filter targeted audience
ZING ME’S CORE APPS & PROCESS
MARKETING CAMPAIGN
MOVIE &
BOOK APPS
Zuni control access to these apps, use it
as a reward for its program

14. 3 Main Focuses for Group
 Provide common goal
Promote competition between groups as well as create content for
groups to be created. Movie & Book apps will be part of this
strategy.
Setup ground rules
There will be automatically enforced rules by system, but more
focus will be on operation team to enforce content quality.
Form interaction between individuals in group
Restructure groups to put more focus on individual-to-individual
connection in group, instead of individual-to-group.

15. Changes necessary for Group app
 Need to be rebuild
 The current code is too complex
 WT already suggest to rebuild this app. We currently can
have 2 devs (Quan & Hoai) to take on this.
 Not trying to keep everything
 Group’s wall & Group’s photos are the only ones to keep,
with only one new feature is Group’s Events
 Focus on improve connection between individual-to-
individual in group & tools supporting operation tasks
 Not trying to keep all the old data. The old version will
continue until the new one is once done and at this time will
be replaced (except for major groups will be migrate)

16. Verify Profile Program
 A separated process of Zing Me
 Not much work left:
 Will use the previously implemented verify process for Zuni
(simplified to one member)
 The main task will be operation – which will be similar to
operation task of Business Profile
 Support users demographic seperation:
 Students can submit Citizen ID together with student ID to
receive status as “students” in order to receive special
benefits from apps/campaigns for students (i.e. those
provided by Zuni program)

17. ZUNI MARKETING CAMPAIGN
 Directly control access to Movie & Book apps
 Target specifically students with support data from
Verify Profile program of Zing Me.
 Partnering with Groups for operation on Group

18. Become a Zing Me Verified Student Profile
• Go through the process to verify profile of Zing Me & in the process apply
to receive “student” status by provide student ID in addition with Citizen ID
• This process will be done by Zing Me Verify Account operation team
Meet activity requirement
• Join at least a group of School category with minimum activity point, or
create a group with minimum 10 members and 100 activitity points
• Refer at least 1 friends to also become Zing Me Verified Student profile
Enjoy access to ZUNI program
• Movie
• Book

19. NEXT TASKS