Introducing Facebook U. Annalisa Bove, Noemi Munoz, Catherine Nolli, Zach Parrish, Michelle Sanchez, Torrean Slaughter.
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Annalisa Bove, Noemi Munoz, Catherine Nolli, Zach Parrish, Michelle Sanchez, Torrean Slaughter
Facebook was created by Marc Zuckerberg in 2004 to serve as a network for college students (specifically ivy league at the time). Over the years it has shaped itself into a central space for anyone to communicate, play games, see advertisements, research companies, share photos and much more. Loyalty is an area that Facebook is beginning to lack in and this is due to the neglect in their original target market. Many of Facebook’s recent updates have actually complicated navigation instead of simplifying it. With many other social media competitors, young adults are conforming to simpler alternatives such as Instagram, Twitter, and Tumblr because of dissatisfaction and boredom on Facebook. Increased competition in the social media market has made it difficult for Facebook to keep it’s users engaged. Our mission, therefore, is to remind college students of the benefits of using Facebook, as well as introducing some new features, with the objective of improving their online experience. It is not too late to remind students of why they need Facebook, because Facebook began with U.Facebook is losing the loyalty of its original target market.
After just a few short weeks Facebook went viral spreading to nearly half of the schools in the Boston area. As a result, students in Boston demanded a ‘Boston Network’. Zuckerberg then recruited several of his friends to help build, improve, and execute Facebook and after four months, over thirty colleges had acquired Facebook networks. In 2005 Facebook was opened to high school students which prompted the release of Facebook’s most popular feature, photo sharing. As the number of Facebook users increased by the millions, many companies tried to buy Facebook and each offer was declined. In Fall of 2006, Facebook was officially open to anyone with an email address increasing the number of users even more rapidly. Between then and now Facebook has gained many investors. Today it is worth $50 Billion. In 2012, Facebook announced that it was going to being making a public offering and on May 18th that year the company went public, opening on the NASDAQ with sharing starting at $42.05. Today over 845 million users log on to Facebook every month and about half that number log on daily.1
1 CrunchBase"Facebook" . http://www.crunchbase.com/company/facebook (accessed ).Facebook began as an exclusive online network for Harvard University students, the school that Zuckerberg himself attended.
Facebook believes that increasing connections between people through their site will lead to a better understanding between diverse groups.2Before 2008 Facebook's tag line was: “Facebook is a social utility that connects you with the people around you.3”This tagline was also used by the company's customer service representatives in effort to inform people that Facebook was not a social network, or at least had not adapted that label yet. Between then and now Facebook has changed its tagline several times. Facebook’s most recent tagline reads: “Connect and share with people in your life.” You might notice the company changed the ending of their tagline from “people around you” to “people in your life”. This shows that Facebook is no longer as personal as it once was, as it was first created with the goal of sharing your information and content with people around you on a daily basis (for example friends, family, co-workers), and is not used to share personal content with multiple groups of people instead (for example acquaintances, people met on Facebook, or at a party or bar).
2 Gresham, Tom. "The Purpose of Facebook | eHow.com." eHow. http//www.ehow.com/info_8770738_purpose-facebook.html (accessed March 9, 2013).
3 Arrington, Michael. "New Facebook Home Page, New Facebook Tagline Means Too Many Marketing Meetings At Facebook | TechCrunch." TechCrunch. http://techcrunch.com/2008/09/30/new-facebook-home-page-new-facebook-tagline-means-too-many-marketing-meetings-at-facebook/ (accessed March 9, 2013).Facebook’s mission is “to give the power to people to share and to make the world a more open place.”
Zuckerberg is Facebook’s CEO, and Sandberg is the COO.4 Sandberg oversees Facebook’s business operations including sales, marketing, business development, human resources, public policy, and communications. She’s also on track to becoming one of the worlds most wealthiest women. Facebook makes many important business decisions daily, some of them involving their acquisition of other companies (which to date have totaled $1.18 billion dollars). Another one of Facebook’s highly anticipated business decisions was their release of their IPO to the public, which took place on May 18th, 2012.5 The release of Facebook’s IPO raised over $16 billion.
Facebook’s market shares are shared with the top 5social media sites YouTube, Twitter, Pinterest, Instagram, and Tumblr. According to DreamGrow, a social media and internet marketing company, in January 2013 Facebook still dominated the market by having the largest amount of market shares 61.82.54% among it’s competitors YouTube at 21.33%, Twitter at 1.85%, Pinterest at 1.22%, Instagram at 0,37%, and Tumblr at 0,34%.7
4Carlson, Nicholas. "Facebook's Most Important People - Business Insider." Business Insider. http://www.businessinsider.com/facebooks-most-important-people-2012-2?op=1 (accessed March 11, 2013).
5 "Facebook IPO." Wikipedia, the free encyclopedia. Accessed March 11, 2013. http://en.wikipedia.org/wiki/Facebook_IPO.
6 Kallas, Priit. "Top 10 Social Networking Sites by Market Share of Visits [January 2013] | DreamGrow Social Media."DreamGrow Digital - Social media marketing. N.p., 8 Mar. 2013. Web. 17 Mar. 2013. http://www.dreamgrow.com/top-10-social-networking-sites-by-market-share-of-visits-january-2013/.
7 "Facebook Market Share | DreamGrow Social Media." DreamGrow Digital - Social media marketing. N.p., n.d. Web. 18 Mar. 2013. http://www.dreamgrow.com/tag/facebook-market-share/.The most important people of Facebook are Mark Zuckerberg and Sheryl Sandberg.
Since market segmentation involves grouping prospective consumers by their common needs, Facebook needs to segment its target consumers in order to better understand and serve their needs. We therefore need to focus in on our consumers through: geographic segmentation, demographic segmentation, psychographic segmentation, and behavioral segmentation. Geographic segmentation is based on where the prospective consumer lives of characteristics or attributes of the prospective consumer lives or works. This may include region, city size, etc. Demographic segmentation is based on the characteristics or attributes of the prospective consumer such as gender, race, income, education, etc. Psychographic segmentation is based on the personality, lifestyle, or needs of the prospective consumers such as their shopping patterns.8In order for Facebook to advertise in an effective way, we first have to understand who our target market is and what their needs are.
8Kerin, R. A., Hartley, S. W., & Rudelius, W. (2009). Marketing Segmentation, Targeting, and Positioning . Marketing (9/e [9th ed., pp. 222-244). Boston: McGraw-Hill/Irwin.Companies choose to segment markets to better respond to consumer needs and potentially increase sales and profitability.
9 Carmichael, Matt. “The Demographics of Social Media,” Ad Age, May 16th 2011. http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
The new and improved Facebook will reach users from diverse backgrounds, different college campuses, and specific interests. College students need to be reminded of why they joined the social network in the first place. We therefore want to interact with users and encourage them to give us suggestions on what they would like to see on their page, and what information they would like to receive specifically.We will target college students specifically as we aimed to do at the initial launch of Facebook.
10 “College Students Deal Hunt on Mobile.” Emarketer, March 8th, 2013 http://www.emarketer.com/Article/College-Students-Deal-Hunt-on-Mobile/1009715
Catherine Nolli, Annalisa Bove,
Zach Parrish, Noemi Munoz,
Michelle Sanchez, Torrean Slaughter
“Not being able to use Facebook was like disconnecting me from the world.”
“I had to resist the urge to see what friends were up to.”
“After three days without Facebook I cracked.”
“I felt restricted without Facebook.”
“Everything I do involves Facebook.”
Annalisa Bove, Noemi Munoz
From Facebook’s beginning in 2004 up to the beginning of 2012, Facebook has not made any type of marketing or advertising for itself. They were not spending money on marketing campaigns or new tag lines. Facebook makes its revenue from advertisements made through them and through payments made. This social media giant has been able to survive on its name alone.
With the introduction of Facebook Exchange, a commercial on YouTube, and the overhaul change of its Newsfeed, Facebook is gearing itself up for major changes to bring back the original reason why Facebook was created in the first place; to stay connected.11
11 “Facebook tests targeted advertising on News Feed; Facebook is testing a system of advertising on its recently overhauled News Feed that targets adverts according to the website a user has recently visited.” Telegraph Online. 27 Mar. 2013. Business Insights: Essentials. Web. 1 Apr. 2013.What is Facebook currently doing to increase usage on the site?
Facebook is trying a new system of advertising that place targeted ads between the posts of other users on your Newsfeed. Up until now, ads on Facebook were always on the right-hand side. Facebook believes by putting the ads in between user posts they will be eight times more effective than the ads used prior to the change.12 Facebook hopes that this will create more useful ads for its users since the ads will be based on the user’s previous website searches. This method is called “retargeting” and is called Facebook Exchange on the website. This will hopefully bring users to stay on Facebook for longer periods of time and have advertisers spend more money.13
12 “Facebook tests targeted advertising in newsfeeds.” Financial Times 27 Mar. 2013: 19. Business Insights: Essentials. Web. 1 Apr. 2013.
13 Williams, Christopher. “Facebook makes bid for more attention and advertising.” Daily Telegraph [London, England] 8 Mar. 2013. Business Insights: Essentials. Web. 1 Apr 2013.Facebook has launched Facebook Exchange which will help with targeted advertising in Newsfeed.
In October of 2012, Facebook celebrated the reaching of one billion members. To mark that event, they released their first ever advertising commercial. The commercial, “The Things That Connect Us”, is a short video created by Wieden + Kennedy, the agency responsible for the Nike ads. Facebook CEO Mark Zuckerberg says of the video, “For the first time in our history we’ve made a brand video to express what our place is on this earth. We believe that the need to open up and connect is what makes us human. It’s what brings us together. It’s what brings meaning to our lives.”14 One of the tag lines that are used is “Chairs are like Facebook.”
This 90 seconds ad shown below shows its members different things that connect them and how Facebook is part of that connection. This ad was supposed to eventually be on TV but to date it is only on Facebook’s website and YouTube.15
14 Stern, Joanna . "Facebook (FB) Celebrates a Billion Users With a New Advertisement - ABC News." ABCNews.com - Breaking News, Latest News & Top Video News - ABC News. N.p., n.d. Web. 1 Apr. 2013. <http://abcnews.go.com/Technology/facebook-fb-celebrates-billion-users-advertisement/story?id=17395596>.
15 Starke, Petra . "Facebook releases first ad, compares itself to a chair." Fox News. N.p., 7 Oct. 2012. Web. 1 Apr. 2013. <www.foxnews.com/tech/2012/10/07/facebook-releases-first-ad-and-compares-itself-to-chair/>.
16 Facebook. “The Things that Connect Us.” YouTube. TheOfficialFacebook. http://www.youtube.com/watch?v=c7SjvLceXgU&feature=player_detailpage. 1 Apr. 2013Facebook celebrates 1 million members by releasing first ever video advertisement.
Facebook needs a unique selling proposition that its users will remember. We are targeting college students, between the ages of 18-24. Our new unique selling proposition will therefore fit this specific user category. With the large amount of users on Facebook, one of the unique advantages it has over all other social media sites is its user count. With the mass amount of users on Facebook, there is a flow of countless different types of information. This information may include restaurant suggestions in a specific area, concert tickets that just went on sale, the best nightclubs and events for a certain weekend, and much more.
Unlike other social networking sites that limit their users’ experience, Facebook offers its users a wide range platform that connects the user’s multiple profiles. By integrating these profiles into one single place, Facebook has improved user experience. The new Facebook will be customizable. We will include panels to choose from that will be of interest to college students.Facebook eliminates the need to look anywhere else because the information you need is already accessible on the site.
Catherine Nolli, Michelle Sanchez, Torrean Slaughter
The rebirth of Facebook has sought out ways to tailor its features to fit the specific needs of college students. It will be easy to use and efficient unlike its current format which both confused and discouraged many of its loyal users. With the addition of Facebook U, college students will have the exclusive opportunity to create a sub-profile by simply entering in their University email address (.edu) upon registering, to verify that they are students. This sub-account will be called ‘U.’ This sub-account will be exclusive to college students which brings back the reason why the network was created in the first place. This sub-profile will offer new features that are fit for college life and affords college students the opportunity to connect with other students their own age in one space, while still keeping their general Facebook profile.Facebook U- “Its Facebook for U”
Catherine Nolli, Michelle Sanchez, Torrean Slaughter
The new Facebook U is only available to college students. Users can only sign up once they are in college and are removed once they graduate to keep this group of users exclusive.
However, participants also use Facebook out of boredom or in response to computer-mediated communication initiated by someone else. Only a small number of students use Facebook to meet new people.17We want to provide students with simple to use and new features to create a better experience for Facebook users and decrease the level of boredom users feel when they are on the site. Because Facebook users are currently spending less time on the site, it has to tailor to the specific needs and wants of their user base in order to create a positive and lasting relationship. This leads to the introduction of:
17 Maria Kalpidou, Ph.D., Dan Costin, M.A., and Jessica Morris, B.A. “The Relationship Between Facebook and the Well-Being of Undergraduate College Students.” Cyberpsychology, Behavior, and Social Networking Volume 14, Number 4, (2011): ABI Inform.Students use Facebook to maintain relationships with people they already know.
This file sharing application will be called Bulletin. The Bulletin will be a file sharing space where users in the group can edit shared content. This will make it easier for students to communicate with each other while working on group assignments. Bulletin will be similar to Google Docs. Many students already communicate via group discussions on Facebook and this will only make the process easier and efficient. There will also be an agenda tool in this file sharing space which will serve as a planner to keep track of deadlines or any other important matters.
Students can select to only see ads that match their particular interests.
18 Larocco, Michael. 2010. “Ultra Niche Advertising, Cherry Picking Now Possible with Facebook, Google Ads.” Business Source Premier, EBSCOHOST (accessed March 12, 2013)U Choose.
These include a Photos feed of Facebook and Instagram photos, and a revamped Music feed of what friends are listening to, concerts, and new albums, according to multiple sources both within and close to Facebook. If the “new look” for the news feed that it’s unveiling works, it could get users to spend more of their time on Facebook because they will be receiving a large traffic of more intense advertisements. Content-specific feeds have been hard to access, and the “Top News” or “Most Recent” sorting options usually just re-shuffles content rather than surfacing different stories that may be of interest to the user. In October 2012, Facebook added a Pages-only feed that only shows updates from Pages you Like.19 We will work on making this feed more attractive and noticeable to the end users.
19 Constine, Josh. “Facebook Will Launch Content-Specific News Feeds, Bigger Photos And Ads On Thursday,” TechCrunch. http://techcrunch.com/2013/03/05/facebook-news-feeds-launch/
More and more online users are preferring pictures rather than text. In conducting our primary research, many students said that they wished people would not talk so much about irrelevant things on Facebook. This is obviously something that Facebook cannot control however we can give users more options. One of the most common weaknesses that Facebook has is status updates. By introducing a separate Newsfeed called the Photo Roll, users can filter content and only look at pictures. Users can have the best of the both worlds because they now have the option of only seeing what they want.Facebook currently launched new ways to filter Newsfeed.
•Birthdays: With the busy schedule that college students have, who has the time to remember everyone’s birthday? You don’t need to because Facebook keeps track for you!
•Events: Get invited to parties/social events or school related events on Facebook, and have the option of creating your own!
•Groups: Stay connected with classmates by forming groups to discuss class assignments, and form groups for campus clubs and organizations projects.
•Communication: If you lost your phone, or don’t have a way of communicating with someone immediately, get on Facebook!
By appealing to the need to fit in, to always be aware of what is going in one’s community, our goal is to position Facebook as a central location of all social information for college students. We want to make it feel exclusive again, but without taking out the other members completely.We will also remind our users of the current benefits of Facebook.
Catherine Nolli, Michelle Sanchez,
30 Second Commercial Spots: We will show our target audience that without Facebook, they will miss out on a vast amount of information that only Facebook users receive on a daily basis. We will advertise our USP in commercials where we will ask users: “Why find out tomorrow when U can find out today?”
Commercial Spot 3: Scene will entail an upset student because his “friend” forgot his birthday.
Commercial Spot 1: Scene will entail a student walking into her dorm asking her roommate why she missed the party last night if it was on Facebook.
Commercial Spot 2: Scene will entail a student asking his group member why he didn’t show up to the meeting if it was posted on Facebook.“Why weren’t you at the party last night? It was on Facebook.”
Compete to Share Our Home
Share Our Home will be a contest in which participants will post campus life photos to the “Share Our Home” Facebook page
Contribute creative college campus photos to join the movement of Facebook’s rebirth
Prize for this contest will be to have your photo featured on the Facebook homepage for one month
The college with the most student photos submitted will also be featured on the Facebook homepage for one monthOpportunities for College Students!
The percentage of Facebook users that are between the ages of 18-24 is 23.4%. In 2011, Facebook spent $600 billion on global advertising. This includes TV, radio, print, direct mail and other offline, mobile, and online advertising. TV was the area Facebook concentrated on the most, with mobile advertisements being the smallest.20Several factors have to be taken into account when deciding on a budget for an advertising campaign of this size.
We have discussed how our agency will be creating short commercials, have our Brand Ambassadors promote the new Facebook integration with colleges and universities, and use as much market research as possible to reach our goals. With the amount of 30 million dollars that we have selected as our budget, we will be able to achieve great success with our campaign.
To target this group and combine the ideas of our creative strategy brief, the budget for this campaign will be $30 million dollars. This amount will mainly be broken down between TV air time, our new Brand Ambassadors program, and new web design. With TV, we will be creating several 30 second commercials that will be shown on popular channels that college students watch such as: MTV, ESPN, NBC, FOX and ABC. These 3 goals will be important because they ass serve as reminders for our consumers as to how Facebook now allows you to connect with people on an even more selective level.Utilizing our budget in the most efficient and cost effective form is what we strive for.
There are many changes being made on Facebook, for college students specifically, and they should therefore be well aware of what we have to offer and how they can navigate through these different channels. This budget will also include the money we will need for all the market research that will be conducted for these new features. We plan to conduct focus groups, surveys and interview our users as well, in order for us to see what our target audience consists of and better understand the opinions, of our users, as to what Facebook is missing, and what needs improvement. This will keep users coming back to our site more than just once a day. The last portion of our budget will go towards events hosted by Facebook and contest giveaways.What will the budget be used for?
Annalisa Bove, Catherine Nolli
Facebook should keep their main focus on college students (ages 18-24) since college students are Facebook’s largest target market.
Too Many Ads
Facebook should either limit ads or make ads more customizable based on what Facebook pages each user ‘likes’, that way users wouldn’t have such a negative response to the ads on their page.
Too Many Status Updates
Many users find Facebook status updates annoying and irrelevant. User would prefer to see photos and other types of shared content
Too Many Site UpdatesFacebook updates the layout of it’s site too often, or at least the user feel so. For most users it’s frustrating and a turn off to have to relearn how to navigate through Facebook. Updating site layout or adding new features should be gradual instead of all at once.What we are recommending is as follows…
We want Uto remember how important Facebook is to your life. We want U to feel like you’re a part of something greater than just any social network. We want U to feel connected with not only your closest friends, but also your classmates, school, and community. U are our number one priority, and U should have your needs attended to. Stay connected with people in your age group, people in your school, and/or people who share your exact interests, goals, or tasks. Because it’s not just Facebook anymore….It’s Facebook For U
“Facebook tests targeted advertising on News Feed; Facebook is testing a system of advertising on its recently overhauled News Feed that targets adverts according to the website a user has recently visited.” Telegraph Online. 27 Mar. 2013. Business Insights: Essentials. Web. 1 Apr. 2013.
“Facebook tests targeted advertising in newsfeeds.” Financial Times 27 Mar. 2013: 19. Business Insights: Essentials. Web. 1 Apr. 2013.
Kerin, R. A., Hartley, S. W., & Rudelius, W. (2009). Marketing Segmentation, Targeting, and Positioning . Marketing (9/e [9th ed., pp. 222-244). Boston: McGraw-Hill/Irwin.
Larocco, Michael. 2010. “Ultra Niche Advertising, Cherry Picking Now Possible with Facebook, Google Ads.” Business Source Premier, EBSCOHOST (accessed March 12, 2013)
Maria Kalpidou, Ph.D., Dan Costin, M.A., and Jessica Morris, B.A. “The Relationship Between Facebook and the Well-Being of Undergraduate College Students.” Cyberpsychology, Behavior, and Social Networking Volume 14, Number 4, (2011): ABI Inform.
Williams, Christopher. “Facebook makes bid for more attention and advertising.” Daily Telegraph [London, England] 8 Mar. 2013. Business Insights: Essentials. Web. 1 Apr 2013.
Arrington, Michael. "New Facebook Home Page, New Facebook Tagline Means Too Many Marketing Meetings At Facebook | TechCrunch." TechCrunch. http://techcrunch.com/2008/09/30/new-facebook-home-page-new-facebook-tagline-means-too-many-marketing-meetings-at-facebook/ (accessed March 9, 2013).Citations
Carlson, Nicholas. "Facebook's Most Important People - Business Insider." Business Insider. http://www.businessinsider.com/facebooks-most-important-people-2012-2?op=1 (accessed March 11, 2013).
Carmichael, Matt. “The Demographics of Social Media,” Ad Age, May 16th 2011. http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
“College Students Deal Hunt on Mobile.” Emarketer, March 8th, 2013 http://www.emarketer.com/Article/College-Students-Deal-Hunt-on-Mobile/1009715
Constine, Josh. “Facebook Will Launch Content-Specific News Feeds, Bigger Photos And Ads On Thursday,” TechCrunch. http://techcrunch.com/2013/03/05/facebook-news-feeds-launch/
CrunchBase "Facebook.” http://www.crunchbase.com/company/facebook (accessed ).
"Facebook IPO." Wikipedia, the free encyclopedia. Accessed March 11, 2013. http://en.wikipedia.org/wiki/Facebook_IPO.
"Facebook Market Share | DreamGrow Social Media." DreamGrow Digital - Social media marketing. N.p., n.d. Web. 18 Mar. 2013. http://www.dreamgrow.com/tag/facebook-market-share/.
Gresham, Tom. "The Purpose of Facebook | eHow.com." eHow. http://www.ehow.com/info_8770738_purpose-facebook.html (accessed March 9, 2013).Citations
Kallas, Priit. "Top 10 Social Networking Sites by Market Share of Visits [January 2013] | DreamGrow Social Media."DreamGrow Digital - Social media marketing. N.p., 8 Mar. 2013. Web. 17 Mar. 2013. http://www.dreamgrow.com/top-10-social-networking-sites-by-market-share-of-visits-january-2013/.
Kim-Mai Cutler. “Stats: Facebook Made $9.51 in Ad Revenue Per User Last Year In The U.S. and Canadahttp://techcrunch.com/2012/05/03/stats-facebook-made-9-51-in-ad-revenue-per-user-last-year-in-the-u-s-and-canada/ 17 March 2013
Starke, Petra . "Facebook releases first ad, compares itself to a chair." Fox News. N.p., 7 Oct. 2012. Web. 1 Apr. 2013. <www.foxnews.com/tech/2012/10/07/facebook-releases-first-ad-and-compares-itself-to-chair/>.
16 Facebook. “The Things that Connect Us.” YouTube. TheOfficialFacebook. http://www.youtube.com/watch?v=c7SjvLceXgU&feature=player_detailpage. 1 Apr. 2013
Stern, Joanna . "Facebook (FB) Celebrates a Billion Users With a New Advertisement - ABC News." ABCNews.com - Breaking News, Latest News & Top Video News - ABC News. N.p., n.d. Web. 1 Apr. 2013. <http://abcnews.go.com/Technology/facebook-fb-celebrates-billion-users-advertisement/story?id=17395596>.Citations