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Math 110 Final Report – December 2011 Survey and Analysis for Social Networking. Project Team Nusaiba Ally Nabeela Hanif Tanzilla Yousuf. Social Networking Issue. An increased number of people are using social networking sites.

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Presentation Transcript
slide1

Math 110

Final Report – December 2011

Survey and Analysis for

Social Networking

Project Team

Nusaiba Ally

NabeelaHanif

TanzillaYousuf

social networking issue
Social Networking Issue

An increased number of people are using social networking sites.

But….there are few websites that offer both business and entertainment.

The social networks need to know how to market and advertise their websites to new/prospective users of all ages.

slide3

Dr. Howard Moskowitz.

Addressable Minds Inventor, honored by the scientific community,...

  • Is a graduate of Queens College and holds a Ph.D. from Harvard University.
  • Won two of the most prestigious awards in market research
  • 2005 Charles Coolidge Parlin Marketing Research Awardand the “Nobel Prize” of Market Research, received only by the pioneers of market research.
  • Addressable Minds is used for business and social issues and defines consumer attitudes and preferences both stated and unstated.
addressable minds
Addressable Minds

Psychographic Segmentation

- Social Class

- Lifestyle Type

- Personality Type

Behavioral Segmentation

- Product Usage

- Brand Loyalty

- Attitudinal

Demographic Segmentation

- Age

- Gender

- Income

Cuts across traditional segmentation & detects hidden preferences

Addressable Minds

create addressable minds messaging for social networks
Create Addressable Minds messaging for Social Networks

IDENTIFY TARGET MARKET

DEVELOP SURVEY QUESTIONS

10 – 15 minutes

INTERNET

IdeaMap™

SURVEY

SUY

Potential social network user

ANALYZED SURVEY RESULTS → Addressable Minds

MARKET SEGMENTATION

SEGMENTATION WIZARD

MARKETING PHRASES

addressable minds underlying science uses standard science and mathematics
Addressable Minds’ underlying scienceuses standard Science and Mathematics

IDENTIFY TARGET MARKET

DEVELOP SURVEY QUESTIONS

INTERNET

IdeaMap™

SURVEY

SUY

Potential social network user

Experimental Design – Stimulus/Response

ANALYZED SURVEY RESULTS → Addressable Minds

Ordinary Least Squares Regression

Discriminant Function Analysis

Conjoint analysis

6

survey overview
SURVEY OVERVIEW
  • An Addressable Minds Survey is a survey of key ideas for social networks to prospects
  • Survey conducted on November 6, 2011 :
    • Population Ages 18 and over of Males/Females across the US
  • The team created key marketing and advertising messaging with the intent to entice the survey taker to use a social network.
survey overview1
SURVEY OVERVIEW
  • 52 Individuals responded
  • Assess two major aspects of messages
    • Does it convince a prospect to use a social network?
    • How does it make the prospect feel?
  • Data reveals the mind-sets of respondents across the United States, as well as ‘what works, what doesn’t’
there are three unique segments different users different approach
There are three unique segments Different Users – Different Approach

Socializing

48%

Versatility 37%

Business 15%

Messaging for one isn’t necessary going to

appeal to the other…and could actually hurt

15

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Socializing (Seg1) – Interested in meeting and interacting with new people and friends. Not concerned with news or business aspects.
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Business (Seg2) – Interested in professional and business aspects of a social network. Not concerned with socializing.
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Versatility (Seg3) – Interested in a convenient all-in-one website . Not concerned with one specific aspect.
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The “Segmentation Wizard” is a 30 second shortcut survey that is extracted from the 15 minute survey and identifies the segment membership of that individual

IDENTIFY TARGET MARKET

DEVELOP SURVEY QUESTIONS

10 – 15 minutes

INTERNET

IdeaMap™

SURVEY

SUY

Potential social

network user.

ANALYZED SURVEY RESULTS → Addressable Minds

SEGMENTATION WIZARD

Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

19

slide20

The Social Network Segmentation Wizard– Online exampleThe Segmentation Wizard is a short survey with the questions derived from the full survey to identify segment membership

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Conclusions:Social Networking is used for business and social purposes depending on the type of person.

Three Segments discovered by Addressable Minds

* Socializing

* Business

*Versatility

Conclusion You can improve messaging...but you have to

Know the segmentation

Give the right message to the right segment