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weCliq: Defining Key Issues in Group Socialization and Choosing a Primary Market


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For our semester-long project in Entrepreneurship Lab at MIT Sloan, three groupmates and I consulted with group social networking app weCliq to help them understand key issues that exist within the realm of group socialization and which market(s) experience the biggest "pain point" when it comes to meeting new people.

When weCliq came to us, it was targeting college students via is "group selfie" photo-sharing app. We conducted customer discovery interviews with college students to determine that socialization wasn't actually a huge problem for that market, given the ample on-campus opportunities students have for meeting new people.

We expanded our interview to include young professionals and found that this group had more of a challenge with socializing, since they weren't co-located with people of their age, spent more time working and enjoying hobbies, and - more often than college students - had relocated to a new city after school.

Since weCliq's app is based on the assumption that people want to socialize via these "group selfie" photos, we also tested that assumption in our interviews. Finding that interviewees were shy to share their opinions about "selfies" and "groupies" (group selfies), we conducted an extensive Facebook data study, in which we analyzed the 50 most recent photos that 60+ users were tagged in, determining what settings these photos were taken within, what type of photos they were (group candid, group staged, individual, groupie, selfie, etc.), and what the key demographic traits of the user tagged were.

The findings of our two methods - customer discovery interviews and data analysis - can be found within this presentation, which we shared with weCliq's team and our class of peers to kick off a discussion of potential strategies that build upon our findings.

This project was conducted by Christina Chen (MIT Sloan, M.B.A., 2016), Shambhu Koriala (MIT, B.S. Management Science, 2014), Simone Liano (Wellesley College, B.S. Neuroscience and Economics, 2017) and Erica Swallow (MIT Sloan, M.B.A., 2015).

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weCliq: Defining Key Issues in Group Socialization and Choosing a Primary Market

  1. 1. weCliq Defining Key Issues in Group Socialization and Choosing a Primary Market Presented by: Christina Chen Simone Liano Shambhu Koirala Erica Swallow
  2. 2.  weCliq Overview  Project Scope  Methodology  Key Findings  Recommendations Agenda
  3. 3. weCliq Overview weCliq is a social networking app that enables groups of people to meet and interact via “groupies,” group selfies.
  4. 4. Project Scope  PROBLEM STATEMENT What key problems exist in the market regarding group socialization and which group of consumers experience this problem the most?
  5. 5. Methodology  Customer Interviews  30-45 minute qualitative interviews  Smartphone-toting college students, 18-24 years old  Discussed…  Photo-taking habits  Socialization norms  Opinions on groupies/selfies  Limited data analysis  Data Analysis  3,050 unique Facebook photos analyzed on 30 dimensions (90,000+ data points)  Type of photo  Occasion  User demographics  Researched two groups  Young professionals  College students
  6. 6. Key Findings
  7. 7.  College students have ample socialization opportunities.  Interest-driven clubs, mixers, dorm life, sports, classes  Groupies have a more positive reputation than selfies.  Selfies are seen as vane, while groupies are fun and interactive.  College students have bigger problems with scheduling.  They don’t need more friends. Corralling current friends through existing social apps is hard enough. Customer Discovery Findings See full customer discovery findings in mid-term presentation.
  8. 8. “Trying to meet new people online is awkward. I feel it's better to be introduced by a friend of a friend.” Students Prefer Offline… See full customer discovery findings in mid-term presentation.  65% of interviewees reported having met someone online, but most claimed meeting through friends is preferred. Meeting online still has a stigma.
  9. 9. Enter Facebook Data Analysis  PROJECT GOAL Analyze 50 most recent photos for 60+ Facebook users in two segments to quantitatively understand group photo-taking habits.
  10. 10.  The data echoes that college students don’t have a deep pain point for group socialization.  Young professionals are more diverse in the activities they convey in social media photos.  Our assumption that women take more selfies and groupies was debunked. Data Analysis Findings
  11. 11. Two’s company. Three’s a crowd. Four’s a party. Five’s a groupie. The average “groupie” has 4.6 people in it.
  12. 12. Hypothesis: Groupies/selfies make up a small portion of photos taken. Finding: While “staged” group photos are the most popular photo type (54%). Groupies are the second most popular, accounting for 15% of photos. Selfies are least popular, at 4% of photos. 4% 15% 13% 54% 14% Overall Photo Types Selfie Groupie Self Staged Candid Groupies are Prevalent
  13. 13. Hypothesis: College students take more groupies/selfies. Finding: Photo types are quite consistent across students and professionals. 3% 17% 15% 53% 12% Photo Types (Student) 5% 13% 13% 54% 15% Photo Types (Young Pros) Photo Types are Consistent Across Groups
  14. 14. Hypothesis: We weren’t sure which settings would prevail in either group. Finding: >50% of student photos are travel/going out. Professionals are more diverse. 25% 11% 8%26% 14% 9% 7% Student Settings (Total) 14% 13% 8% 28% 17% 12% 8% Young Pro Settings (Total) Professionals Have More Diverse Photo Settings
  15. 15. Professional Group Photos Are Also More Diverse Hypothesis: Pros have greater income and thus go out more. Finding: Professionals spend more group time on hobbies/sports/holidays, actually. 37% 14%14% 14% 9% 8% 4% Professional Groupies 44% 23% 11% 5% 3% 10% 4% Student Groupies
  16. 16. 5% 16% 11% 52% 16% Photo Types (Male) 3% 14% 16% 55% 12% Photo Types (Female) Hypothesis: Women take more groupies and selfies. Finding: Types of photos taken is consistent across genders. Men & Women Have Similar Behavior
  17. 17. Hypothesis: Women take more selfies and groupies. Finding: Men & students take more groupies. Professionals & men take more selfies. Groupie Count 6.5 Groupies 1.4 Selfies 7.9 Groupies 2.5 Selfies 8.1 Groupies 1.2 Selfies 6.0 Groupies 2.5 Selfies
  18. 18.  Target young professionals.  They exhibit greater need to socialize in groups.  Focus marketing towards interest-based use cases.  Young professionals focus their group time on diverse activities.  Consider moving away from “groupie” format.  Groupie format limits potential, since “staged” group photos account for the majority of social media photos. Recommendations
  19. 19. Thank you!
  20. 20.  How do you find out about new apps?  Which apps do you use most for meeting up with friends?  Have you ever met someone virtually before meeting them in person?  How do you tend to spend your free time?  Do you use any online or social platforms to meet new people?  Do you ever take “group selfies”?  What do you think a “group selfie” means? What does it convey? Appendix 1: Sample Customer Discovery Interview Questions
  21. 21.  During Facebook data collection, the parameters used to categorize individuals were: Age, gender, race, student/working, sexual orientation, marital status, rural/urban, and whether the individual had children.  The parameters used to categorize photos were: Date uploaded, groupie, selfie, group staged photo, group candid photo, self photo, uploaded by subject, number of people in photo, travel, active/sport, food/dining, going out/social/drinks, holiday/life event, professional event/formal, and family. Appendix 2: Data Dimensions
  22. 22. Appendix 3: “Groupie” Definition  A Groupie is a self- administered photo of a group. Typically, one person holds the camera to snap a shot of a group (e.g. two or more people). 15% of photos in our study were groupies.
  23. 23. Appendix 4: “Selfie” Definition  A Selfie is a self portrait taken by an individual. Typically, she or he holds the camera afar and snaps a shot of herself or himself. Only 4% of photos in our study were selfies, making it the least popular category.
  24. 24. Appendix 5: “Staged” Definition  In our study, “Staged” refers to staged group photos. These photos entail the subjects of the photos posing for the photo. These photos account for 54% of all photos uploaded to Facebook in our study.
  25. 25. Appendix 6: “Candid” Definition  In our study, “Candid” refers to a candid group photo – a group photo that was taken unbeknownst to the subjects in the image. This accounts for 14% of all images in our study.
  26. 26. Appendix 7: “Self” Definition  A photo defined as “Self” in our study refers to a photo of an individual taken by someone else (or on timer from afar). These photos were posted by the subject, but were not self- administered (selfies). 13% of photos in our study fall in this category.
  27. 27.  Going out/Social/Drinks: Photos featuring subjects in nightlife or spirited settings, including those in dance clubs, at bars, at house parties, and in typical “going out” mode.  Travel: Photos that emphasize that the subject is traveling, including touristy shots and posed images in front of landmarks or cultural scenes.  Active/Sport: Photos that showcase the subject(s) of the photo in action, including at sporting events (participating or spectating), out in nature (hiking), or on the go (intense walking).  Food/Dining: Photos that feature the subject(s) at meals or eating foods. These include dinners, brunches, breakfast, snack shots, ice cream selfies, and the like.  Holiday/Life Event: Photos that act as a marker of a life event or holiday, including Christmas, Thanksgiving, a birthday, graduation day, a wedding, or the first day of school.  Professional Event/Formal: Photos that entail “dressing up.” Professional events include conferences and work gatherings, while formals include proms, galas, and anything gown-and-tuxedo related.  Family: Photos that emphasize a family setting, particularly with elders or children. Images of the subject with his children, siblings, cousins, parents, or grandparents, for example, fall in this category. Appendix 8: Setting Definitions
  28. 28. Appendix 9: Data Demographics Demographic Detail Percentage of Subjects Male 45% Female 55% Student 58% Young Professional 42% Urban 75% Rural 25% LGBTQ 23% Heterosexual 77%
  29. 29. Appendix 10: Groupie Occasions 19% 10% 9% 40% 12% 4% 6% Groupies by Occasion Travel Active / Sport Food / Dining Going Out / Social / Drinks Holiday / Life Event Professional Event / Formal Family
  30. 30. 17% 13% 10% 30% 13% 10% 7% Male Settings (Total) 21% 11% 7% 25% 18% 10% 8% Female Settings (Total) Appendix 11: Photo Settings by Gender