1.
NETWORK ANALYSIS
DMGT 720 OL DESIGN INNOVATION DEVELOPMENT AND MARKETING STRATEGIES Professor: Hilary Mobed Collins GROUP 1 John Colon My Giang Neyane Daniel Natalie Martin-Wells
According to Investopia, social networking is defined as the use of internet-based social media programs to make connections with friends, family, classmates, customers and clients. Social networking can contain content created by hundreds or even millions of different people and occur for social purposes, business purposes or both through sites to engage users, such as Facebook, Twitter, LinkedIn, Classmates.com and Yelp (Social Networking, 2010). Social networking has been around far before us and has since evolved into a unique entity of its own connecting people all over the world and serving various purposes that we might not have even predicted just decades ago. As it pertains to technology and how this has impacted connectivity and networking, the first recognizable social media site was Six Degrees, created in 1997. Six degrees allowed users to create profiles and make friends with other users. Just before the year 2000, the first blogging sites became popular, and many would say that this is when social media started to become what we know it as today.
INTRODUCTION
The Social Networking Websites industry is dominated by Facebook, LinkedIn and Twitter. Statista pointed out that as of 2017, 81 percent of the United States population had a social networking profile. Leading social networks such as Facebook-more than 1 billion monthly active user mark and as of the first quarter of 2017) or Pinterest - the fastest independent website in history to reach more than 10 million monthly unique visitors, usually boast a high number of strong user engagement metrics. For the contextual design enquiry, we collectively decided as a team how to define our group dynamics to split up the workload. We also outlined the group’s project schedule using a Gantt chart. Through knowledge gained from previous classes, we were able to conduct contextual and competitor analyses of existing social networks through secondary research. We did this to obtain a foundational knowledge of social media before moving forward to identify possible market gaps and opportunities. This research was performed during the first two days of unit one. From here we examined the most popular social media sites and used these as a basis for good design. To analyze the data obtained, we created an Information Matrix using competitor research results as well as SWOT analyses to gain an understanding of important data findings. We then moved forward to create 2x2 Analyses, Axis Charts and Different-and-Good Charts. Information gained was documented on our working wall and updates were made to our Gantt chart so that the team could stay on track.
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COMPETITOR ANALYSIS SEGMENT MATRICES
RESEARCH
SWOT ANALYSIS PESTLE ANALYSIS GOOD AND DIFFERENT CHART WORKING WALL
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COMPETITOR ANALYSIS
HIGH QUANITY 1 billion + users
Potential target social network • Twitter
HIGH QUALITY
LOW QUALITY 60 ACSI
• Google+
100 ACSI
• LinkedIn • Instagram • Flickr • Pinterest
30 million users LOW QUANITY
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SEGMENT MATRICES The segment matrices were defined through the work of secondary research, analysis of a broad range of findings, and then synthesized into matrixes organized by the most popular social networks used today. From this work, it became clear what the purposes, actual uses, and benefits of each network is. The information collected from synthesis was derived from the statements of the social networks themselves, articles analyzing the networks, and data about the networks and their user bases.
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SEGMENT MATRICES
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SEGMENT MATRICES
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SEGMENT MATRICES
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SEGMENT MATRICES
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SEGMENT MATRICES
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SWOT ANALYSIS
Broad base of users and the amount of information that the company has about each and every one of those users. Non-replicable competitive advantage.
Facebook generates its revenues only through advertisement. Can’t control how many profile a user can have.
Offer developments on day to day basis that allows user engagement is achieved at maximum level. Competitive advantage of collecting lucrative databases. Strengths
Weaknesses
Opportunities Facebook is well positioned to gain maximum profits out of Digital marketing. Target audience marketing for advertisers is one of the strong points for Facebook (demographics, interests, activities and connections of its user, it also helps generate the traffic based on offers, news and events.) Mobile advertising is another opportunity for Facebook. Facebook can earn more profits through mobile advertising, availing this growth in the user base of mobile apps. DMGT720 | GROUP 1 | 12
Threats A large number of social sites like Facebook are coming in the front line and have developed strong competition with Facebook. There are mobile businesses which can provide audience information like Facebook does and are attracting advertisers too. Threats from law making agencies for developing products which do not protect user’s privacy and contact details. Fake profiles.
SWOT ANALYSIS
Huge customer base of more than 700 million users. Non-replicable competitive advantage. Technology advantage-WhatsApp’ platforms are completely dependent on the technology they use. No major outages, best connectivity.
Whatsapp won’t work without internet. There is no group calls. Data privacy is still a concern for the users
The application is completely free for its users. The most preferred app for users of Internet-based calling and messaging. Available for all platforms (iOS, Windows, Android) make it more reachable. The ad-free application gives more customer satisfaction. Users can share document, photos, video..etc. Strengths
Weaknesses
Opportunities
Threats
Increasing internet penetration even in the developing countries allows WhatsApp reach more users.
New innovative ideas are getting generated on a daily basis that can kill WhatsApp.
Continuous development in technological department with new requirements of customers.
Changes in regulations for any negative effects of WhatsApp communication.
The Huge customer database can open new revenue streams.
Low entry barriers for new entrants
Penetration of Smartphones helps WhatsApp for instant communication.
Rivals can build a product like WhatsApp as this is not an investment-heavy service. The barriers are negligible which makes it pretty easy for other entrants to play the game. DMGT720 | GROUP 1 | 13
SWOT ANALYSIS Great education educational resources already set up for searches.
A site for women, whereas other sites are more popular with both genders.
Offers users unique products and where (links) they are available.
Can be filled with spam as anyone can pin anything . Currently no paid advertisements on Pinterest.
Easy to find, save and share ideas with people from all over the world.
Education items are literacy and numeracy based.
User friendly Interface.
Most items are for Primary and Junior students
Approximately 100 million active users per month
Most items that get pinned are for Do It Yourself items, fashion, beauty, or food.
Boards can be made to suit everyone’s likes and needs that suits a wide variety of interests. Strengths
Searches are not always relevant if looking for something specific. Weaknesses
Opportunities Provides more ideas and inspiration for users (especially for DIY purposes). Can create more sub-categories for education, personal interest. Could have advertising on Pinterest to earn revenue due to photo sharing and visual bookmarking features. Could be made more appealing to male demographic. Updated interface to meet the needs of the growing number of journalists using Pinterest. Login through Facebook or twitte, users have their accounts linked together which could expand the Pinterest business even more. Opportunities for businesses to expand and grow due to drive traffic to sites-by pinning links to your site. DMGT720 | GROUP 1 | 14
Threats Currently resources are often shared between people in the same board. Legal copyright issues. Many businesses have products on Pinterest, it hurts the business users when copycats appear. Gentlemint.com, the “pinterest for men” appeared to compete. Some pins are scams or spam that threatens the reputation and credibility of the site.
SWOT ANALYSIS Strong Professional Network. Stay up-to-date with the news from your industry or field of interest. Valuable for companies that encourage sales and marketing alignment as it allows each side to reap the benefits of cross-team collaboration. (Rynne, 2018)
Competitive disadvantage when compared to Facebook. (For example, Facebook allows BeKnown, a Monstor.com application to reach a larger network of professionals on Facebook.) Lawsuit on violation of data privacy that affects brand image of LinkedIn in 2013.
Easily find potential partners or recruit new employees, saving you a lot of time, energy, and resources. Partnerships with companies like IBM, Blackberry (Research in Motion) and Microsoft have givenLinkedin time to invest in both functionality and scalability of the platform. Strengths
Weaknesses
Opportunities SEO (search engine optimization) give a business more exposure while also allowing it to expose the most crucial parts of its business. Increasing mobile presence. Introduced Sponsored Inmail for marketing emails and promotions.
Threats Internet Privacy issues. Constantly innovate due to the intense competition from social media platforms like Facebook, online recruitment company (monstor.com) and talent management/ solutions provider companies around the world.
Social recruiting implies hiring candidates through social media channels. LinkedIn has launched LinkedIn in Chinese specifically to target the Chinese market which has great potential for growth. Increase user engagement. DMGT720 | GROUP 1 | 15
SWOT ANALYSIS
Huge base of creative, image-based online life of young users. Allows users to share pictures and videos, hashtag pages, profiles and locations with a single person or small group of people (up to 15 people) right from a users’ newsfeed. with their friends. Users can also post a selection of photos/videos into one story.
web traffic is self-contained. Privacy concerned by certain users. Limited market share growth due to intense competiton.
Filter, picture-editing functionality helps users to make their photos unique and stylized. Compared with other social networks, Instagram is relatively simple as it’s focused mainly on sharing photos and videos. Hashtags to capitalize on real-time trends. Strengths
Weaknesses
Opportunities Opportunity for the resurgence of photography. Opportunity for company’s brand identity to be reinforced. Opportunity to Increase internet penetration and number of smartphone users. Rapid technological development. DMGT720 | GROUP 1 | 16
Threats When a user signs up, his/her profile is automatically public that can be seen by anyone using the app. Intense competition. Constantly innovation is needed to engage users. The app is well-known for its simplicity, however, users might get bored of this application as time goes on.
SWOT ANALYSIS
Multi-lingual social platform (available in more than 30 languages) with huge customer base – Approx 400 million users in over 190 countries. Free Instant text messaging and voice messaging capabilities. Free photos, videos and audio messages sharing.
Limited market share growth as many similar apps gives people more choices. Limited brand loyalty due to intense competition. New users will need to have an operating system that allows the latest version of Viber.
Offer users the ability to call non-Viber users through a feature named Viber Out. Constantly innovating by introducing new platforms and adding fun new features including stickers and emoticons. No registration, alias or invitations required Viber works on most Android, iOS, and Windows 10 devices, as well as Mac and Windows computers. Strengths
Weaknesses
Opportunities
Threats
Rapid technological development with constantly updated app and bugs fixed.
Voice Over Internet Protocol is restricted in some countries.
Opportunity to expand new services.
Intense Competition (WhatsApp, Line, Wechat..etc.)
Increasing internet penetration and number of smartphone users
Bandwidth is not same in all the countries Product substitution. DMGT720 | GROUP 1 | 17
P POLITICAL Political institutions such as politicians, political parties, foundations, institutions, and political think tanks are all using social media as a new way of communicating with and engaging voters. Regular individuals, politicians, “pundits” and thought leaders alike are able to voice their opinions, engage with a wide network, and connect with other likeminded individuals.
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PESTLE ANALYSIS
E
S
ECONOMIC
SOCIAL/ CULTURAL
Just like traditional media, social media makes money through advertisement. The more activity it has within its networks and the more people using it, the more companies want to advertise their services and products with them. Besides advertisement, social media also sees users as a product. As social media collects incredible amounts of data about users – what they like, what they don’t like, who they talk to and how they talk – that data is valuable for companies who wish to target certain niches of the population with their products or services.
With social media, we are challenging the status quo, building things, creating things, connecting with each other, self-organizing around important issues, and changing the world little by little. The spread of social networks has a viral character, when thousands and thousands of people in short period of time tabbed themselves in online environment, became a part of cyber society. The feelings of excitement, then infatuation and then addiction accompanied the process of cyber socialization. As social media brought enhanced possibilities in social activities, that real life society can’t offer. Indeed, the quantity of “friends” some people have on social network sites may seem unrealistic for real life. The notion“friends” is distorted in cyber society and does not really fit with what we understand as friends in real life.
T
L
E
TECHNOLOGY
LEGAL
ENVIRONMENT
Technological advances have revolutionized the ways in which humans communicate. Technology lends itself well to social media and is now used in presentation software, groupware, messaging systems, telecommunications networks, Voice over Internet protocol communications, videoconferencing, social networks, online chats, interactive message boards, websites, blogs and most other forms of social interaction. Your customers now expect you to use some form of social media technology to facilitate customer service and provide information.
Social media laws relating to who owns the content being shared, when and where sharing is appropriate and what limits may be imposed on sharing often raise issues relating to trademark infringement, copyright infringement, social media marketing, labor relations and more. Social networking users don’t enjoy any of the immunities granted to social networking sites under the law, so they should be careful to always act appropriately when posting messages or files to the sites. The main areas where users can get themselves into trouble are through the posting of defamatory content or content that infringes on intellectual property rights.
Social media can provide great insights into how people interact with nature—most people enjoy the outdoors with a camera and often share their photos on networking sites. Websites like Flickr contain millions of photographs of natural spaces that people have taken and chosen to make publicly available. Importantly, many of these photographs are “geo-tagged” (i.e., the location where the photograph was taken is recorded, give or take 10 meters). The photos visitors take and share, then, can provide valuable information for researchers and conservationists.
GOOD AND DIFFERENT CHART
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GOOD AND DIFFERENT CHART
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WORKING WALL COMPETITOR ANALYSIS
GOOD AND DIFFERENT CHART
RESEARCH
SEGMENT LEADERS
HIGH QUANITY 1 billion + users
MARKET SATURATION
• Facebook Potential target social network
• Twitter LOW QUALITY 60 ACSI
• Google+
HIGH QUALITY 100 ACSI
• LinkedIn • Instagram
WHITE SPACES/MARKET GAPS
• Flickr • Pinterest
Survey Says: Small Business Workers Get Social [Infographic]
30 million users LOW QUANITY
If email was the killer app of the 1990s, social networking holds that distinction thus far in the new millennium. It began as a venue for the younger generation but now people of all ages use Facebook, Google+, LinkedIn and other social sites for both personal and business-related communications. G
Source: http://www.brainvire.com/digital-marketing/
Source: https://techtalk.gfi.com/survey-81-of -small-business-employees-are-sati sfied-with-their-jobs-infographic/?_ ga=2.96220508.1191205366.15224 40981-1990825934.1522440981
STRENGTHS and OPPORTUNITIES
Huge user base
SWOT ANALYSIS Available worldwide
Applications can be downloaded Free
Connect people
Offer development s
Target Available for audience all platforms marketing for advertisers Increasing internet penetration even in the developing countries
Penetration of Smartphones
Provides more ideas and inspiration for users
Allows users to share pictures and videos, hashtag pages, profiles and locations with a single person or small group of people
Opportunity for company’s brand identity to be reinforced.
Constantly innovating by introducing new platforms and adding fun new features including stickers and emoticons.
No registration, alias or invitations required
Rapid technological development.
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ https://sproutsocial.com/insights/new-social-media-demographics/
https://newsroom.fb.com/company-info/ https://hbr.org/2011/02/what-is-facebook-is-becoming https://zephoria.com/top-15-valuable-facebook-statistics/
WHATSAPP More than 1 billion people in over 180 countries use WhatsApp1 to stay in touch with friends and family, anytime and anywhere. WhatsApp is a messaging app that lets users text, chat, and share media, including voice messages and video, with individuals or groups. WhatsApp relies on data to send messages, like iMessage or BBM, so it doesn't cut into your monthly text allotment. 1 .WhatsApp is a pun on the phrase What's Up. 2. Data charges may apply. End-to-end encrypted means messages and calls are secured so only you and the person you're communicating with can read or listen to them, and nobody in between, not even WhatsApp. WhatsApp is a messaging app that lets users text, chat, and share media, including voice messages and video, with individuals or groups. WhatsApp relies on data to send messages, like iMessage or BBM, so it doesn't cut into your monthly text allotment. if WhatsApp earns $1 per download on iOS and $1 per year on other platforms (and not even for every user). Even with a large user base, the company's revenue might only be hundreds of millions of dollars. Thus, there is a large, unfilled gap between hundreds of millions and $19 billion.
PINTEREST Pinterest is like a virtual bulletin or cork board that allows users to find and curate images and videos. Unlike other photo sharing sites, the emphasis here is on the discovery and curation of other people’s content, not storing your own. This is certainly right on trend with social media’s continued emphasis on visual content. Content with images gets 94% more views than content without. Pinterest grew by 97% in 2016 and has 150 million monthly active users, making it one of the fastest growing social networks. In the U.S., users are overwhelmingly female at 60%, but more men are joining the site – 40% as of 2016. Either way, people who use Pinterest are a passionate, addicted bunch who just love talking about the site.
WEAKNESSES and THREATS
John My NeYane Natalie
Limited market share Fake profiles growth due to intense competiton.
Product substitution.
Segment Matrices
Internet Privacy issues.
Popular Use Cases
Marketing
Advertising
How It's Working
Pinterest allows you to use visual assets like photos or infographics as a type of social currency in their own right — garnering likes and “repins,” the equivalent of shares or retweets — instead supplementing web pages, blog posts, or other text-based media.
Privacy concerned by certain users.
Legal copyright issues.
Many apps generateits revenues only through advertisement.
New users will need to have an operating system that allows the latest version of applications.
won’t work without internet connection
Threats from law making agencies for developing products which do not protect user’s privacy and contact details.
get Can be filled annoying by with spam ads
New innovative ideas are getting generated on a daily basis that can kill existing social networks.
Low entry barriers for new entrants
Limited brand loyalty due to intense competition.
FACEBOOK Founded in 2004, Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
1. Prototype a wide range of concepts for any brand expression, whether it’s a product, service, experience, or communication. 2. Expose potential customers to your top 2-4 options in a realistic brand environment—not a testing lab. 3. Ask questions that probe what each offering “means” to the customer in relation to competing offerings. 4. Plot the answers on the good/different chart to see which options fit quadrant 2. 5. Repeat as necessary until you find your zag.
https://www.dreamgrow.com/top-15-most-popular-social-networking-si tes/ http://time.com/3722915/best-social-networks/ http://www.techaddiction.ca/why-is-facebook-addictive.html http://www.adweek.com/digital/the-history-of-social-media-from-19782012-infographic/ http://www.bbc.com/news/technology-35343091 https://economictimes.indiatimes.com/tech/internet/7-social-media-sit es-that-failed-to-become-a-facebook/all-you-need-is-app/slideshow/5 8881474.cms http://www.orkut.com/index.html
Unintended Benefits & Consequences
Ease of Use
Social Network maintenance
Connectivity to other social networks
Few Actions to take
All voices are heard
Videos/media
Sharing & Following Users
A platform
Community
1.4 billion daily active users on average for December 2017 2.13 billion monthly active users as of December 31, 2017
HERE ARE FIVE STEPS FOR USING THE GOOD/DIFFERENT CHART:
Promotion
Simple UI
Statistics
What's Working
Emphasis on Images
What People Are Gaining
User Insights
Source: https://www.columnfivemedia.com/work-items/infographic-inside-the-lives-of-social-networking-users
Digital organization Source: https://thebossmagazine.com/social-media-tr ends-2018/
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SUMMARY OF FINDINGS
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Diving into research on how social networking began, who the target audience was, and the initial intent of these various platforms we see that the idea of general connectivity and community was the idea. Since these various social platforms have matured, they have also morphed into business tools, leveraging the power of speed of communication and taking advantage of a worldwide audience to boost marketing and advertising efforts, business, sales efforts. While this is noticeable to users, the ability to be apart of business, the feeling of having a voice in these decisions, and the sense of transparency has made these efforts all feel “apart of the deal� to many people. Users themselves also utilize this for their own professional goals with social networks such as LinkedIn; even utilizing Facebook and Twitter (originally not though out for business purposes) for professional networking purposes. Overall even as social networking has evolved, all users can still find and have a place in it and take advantage of connectivity in various ways and forms.
According to MindTools, SWOT analysis is a useful technique that is used to carve a sustainable niche in the market. By analyzing SWOT, managers will understand the Strengths and Weaknesses as well as identify both the Opportunities and Threats. In the very first part of the project, our team conducted a research in which we went through a process of finding a new opportunity to build a social network. Some of the most popular social media sites were being explored and analyzed, including Facebook, Instagram, Pinterest, Linkedin, Viber, and WhatsApp. Those social media platforms have a huge customer base that constantly put them in an intense competition. They have penetrated the market and offer apps for nearly all mobile operating systems on the market. They also offer versions for computers. Facebook for so far is the largest social networking site in the world that surpassed the landmark of 1 billion user accounts, which is also its strengths. Huge customer base allows Facebook to generate more revenue as Facebook allows users to sell online, market or promote their business by using paid Facebook ads. However, Facebook can’t control how many profiles an user can have.
DETAILED FINDINGS
WhatsApp and Viber offer users free Instant text messaging, free photos, videos and audio messages sharing and voice messaging capabilities. Both apps provide strong security for users with end-to-end encryption of messages and calls. Compared with other social networks, Instagram is relatively simple as it’s focused mainly on sharing photos and videos. It allows users to share pictures and videos, hashtag pages, profiles and locations with a single person or small group of people (up to 15 people) right from a users’ newsfeed with their friends. Users can also post a selection of photos/videos into one story. Filter, picture-editing functionality helps users to make their photos unique and stylized. Users use hashtags to capitalize on real-time trends that create an opportunity for company’s brand identity to be reinforced. However, when a user signs up, his/her profile is automatically public that can be seen by anyone using the app which raised privacy concerned by certain users. Constantly innovation is needed to engage users as they might get bored of this simple application as time goes on. Pretty similar to Instagram, but Pinterest is a photo sharing and visual bookmarking social media site or app that enables users to find new ideas for their projects and save them. It’s easily facing legal copyright issues as some pins are scams or spam that threatens the reputation and credibility of the site. Moreover, many businesses have products on Pinterest, it hurts the business users when copycats appear. Since the site heavily aims to female users, Gentlemint.com, the “Pinterest for men” appeared to compete.
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DETAILED FINDINGS
Linkedin is one of the most popular professional social networking sites or apps and is available in over 20 languages. It is used across the globe by all types of professionals and serves as an ideal platform to connect with different businesses, locate and hire ideal candidates, and more. Users can easily find potential partners or recruit new employees, saving you a lot of time, energy, and resources. Linkedin partnerships with companies like IBM, Blackberry (Research in Motion) and Microsoft have given Linkedin time to invest in both functionality and scalability of the platform. It has competitive disadvantage when compared to Facebook because Facebook allows BeKnown- a Monstor.com application to reach a larger network of professionals on Facebook. Linkedin has to constantly innovate due to the intense competition from social media platforms like Facebook, online recruitment company (monstor. com) and talent management/ solutions provider companies around the world. As we can see, Linkedin is a professional profile, Facebook is about people, Instagram or Pinterest focus on sharing photos, WhatsApp or Viber is for calling and messaging. These giant leaders in the social networking market already built the networks and embed the concept in our way of life. But, we believe there are still opportunities for a new social platform to be developed by connecting concepts and labels. A new social network that suits specific needs or specific points of view or even specific interests could become the new approach to find a suitable niche. Numbers and Facts: Globally, Facebook remains the top network for membership (84%). YouTube edges ahead (of Facebook) for visitors (87%) In the battle of the messaging services, Facebook Messenger (56%) has a slim lead over WhatsApp (55%) for membership (WhatsApp pulls slightly ahead for the other metrics. WeChat is absolutely dominant in China.) WhatsAppers and Facebookers use their services more frequently than their counterparts on any other social or messaging network/app – with over 50 percent on each saying they do this more than once a day. Instagram has now edged ahead of Twitter for visitor numbers in 16 of the 33 countries surveyed. That it has the lead among the key 16-24 age group shows its strength. Snapchat’s popularity among teens remains considerable; over two thirds are using it in places like the UK, Belgium, Ireland and the Netherlands. In the US, it is ahead of Messenger among this all-important demographic.
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Motives to use the internet - Business (marketing, advertising) vs. Community, conversation, and general interests Age/ Gender - Certain age groups and genders lead the way in usage on specific platforms (ie. Pinterest higher female user base and Snapchats user base being primarily in their early twenties and younger)
INFLUENCING FACTORS
Business - Driving sales and spreading word through social sites as well as career focused networks such as LinkedIn (a prominent tool for recruiters, industry leaders, and job seekers) Generational tendencies and viewpoints (ie. Millennials and GenZ) - Some users within certain generations are more vocal than others, more comfortable with newer trends, and “influencers� online. Knowledge sharing and Speed of information - With user bases all over the world, any user group can communicate fast and wide.
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Social listening - The practice of tracking your conversations that revolve around specific phrases, words, or brands. Then you leverage those words or phrases to find new opportunities to create content specifically for those audience.
TRENDS
Social Call-out Culture and Taking a stance - The rise of social call-out culture is bringing more responsibility to brand’s social teams whether they like it or not. Consumers turn to social when they feel they’ve been wrong and use their networks as a chance to be heard. 81% of consumers agreed social media increased accountability for businesses. Three in Five consumers said dishonesty from brands causes their social call out. Augmented reality and face filters - Snapchat allows advertisers to use custom build face filters for all of its users over a period of time. Brands can expect to see face filters, stickers and augmented reality continue to drive social media content in 2018. High Engagement between brands and customers - There is increased brand participation in messaging platforms. More users now expect to be able to provide feedback and for that feedback to be utilized. In-platform messaging - Users love the ability to chat back and forth within photos and videos. This limits the need for texts or public comments. Marketers should expect this trend to continue to rise.
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2.
NETWORK DESIGN DEVELOPMENT DMGT 720 OL DESIGN INNOVATION DEVELOPMENT AND MARKETING STRATEGIES Professor: Hilary Mobed Collins GROUP 1 John Colon My Giang Neyane Daniel Natalie Martin-Wells DMGT720 | GROUP 1 | 27
3 OPPORTUNISTIC SOCIAL MEDIA CONCEPTS
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CONNECTING HUMAN WITH NATURE MILITARY SOCIAL MEDIA SOCIAL NETWORK FOR THOSE WITH AUTOIMMUNE CONDITIONS
CONNECTING HUMAN WITH NATURE Some people, like outdoor enthusiasts and even designers for sustainability profess that we must ditch our smartphones to fully appreciate nature. Certain nationwide public service campaigns created by the Ad Council encourage us to “unplug� so that we can discover the outdoors. Mobile technology is a powerful tool - so mesmerizing that some kids are using up most of their day time with electronic devices. Our children have almost limitless access to online gaming, social networking, and media right in their pockets. Apparently, even the late Steve Jobs shared some concern about this, refusing to let his own kids use iPhones and iPads. But this pertains to adults as well. Smartphones can get us excited about nature. Apps can cultivate curiosity about the natural world, allowing us to identify and study trees, constellations, mountains and birds. The cameras on our phones can draw us closer to nature, and help us relive our outdoor experiences when we return home - encouraging us to venture out again in the future.
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CONNECTING HUMAN WITH NATURE | USER GROUPS
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MILITARY SOCIAL MEDIA The United States military consists of five branches, Army, Air Force, Coast Guard, Marines and Navy, plus the Reserves for each. There are currently almost 1.4 million service members working in the military. Each member works at a duty station, on average, for between 1 and 3 years. This means that every few years the military member and their families move to a brand-new location without contacts or local knowledge of the base and surrounding areas. This poses one of the biggest challenges, it means researching where to live, schools, doctors, car repair centers etc. all while living elsewhere, so it can be organized before you arrive. A social media network for the military could streamline this process and alleviate some of the stresses involved in picking up and shipping your whole life across the country, or across the world. Currently information on new bases is gained from joining the local military Facebook page, these are not official pages and are most typically run by existing military spouses assigned to that duty station. For the admins, there is a lack of technical support to verify the legitimacy of a person requesting to join the page, as spouses to not have access to the networks which have the capabilities to do this. A new social platform would be a way to connect bases with spouses as well as military members, a way to securely confirm identities, connect communities, share information, support, services and knowledge both on and off base, creating a more unified and streamlined move. DMGT720 | GROUP 1 | 31
MILITARY SOCIAL MEDIA | USER GROUPS
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SOCIAL NETWORK FOR THOSE WITH AUTOIMMUNE CONDITIONS (ACs) The body’s immune system protects it from disease and infections. However, when an autoimmune disease is present, the immune system attacks healthy cells in the body by mistake. As of the year 2017, at least 50 million Americans have autoimmune diseases. There are at least 80 known autoimmune diseases, 75% of those affected are women, and 65% of those affected are unaware that they have an autoimmune disease or are misdiagnosed. Those with one autoimmune disease are at high risk to have others at some point, and with such individualized and widespread symptoms, it is easy and prevalent for these individuals to feel unsupported, confused, and isolated even. Those with autoimmunity could benefit greatly from a social network that offers support, comfort, knowledge, and arms them with the information and confidence to feel empowered, have important conversations with their healthcare team, and feel in control of their health.
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SOCIAL NETWORK FOR THOSE WITH ACs | USER GROUPS
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SOCIAL NETWORK FOR THOSE WITH AUTOIMMUNE CONDITIONS Potential for a new social network.
BUSINESS DEVELOPMENT MISSION VALUE PROPOSTITION FIVE QUESTIONS SWOT ANALYSIS CREATIVE BRIEF
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BUSINESS DEVELOPMENT | MISSION
MISSION STATEMENT
A focused social network for autoimmunity will consistently provide support, comfort, knowledge, fostering inspiration and encouraging user engagement, while stimulating constant interest and activity within a network of patients, family/friends, and professionals. The network will be a credible and one-stop base for health-related conversation and sharing. It will lessen over-stimulation from media, freeing users to focus on healing through communication while multitasking, effectively setting a new media trend.
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25 WORD STATEMENT
This social network is a credible online communication resource that engages those in need through support and allows users to learn more about themselves as well as their relations to others.
ONLINE STATEMENT
This social network is the only resource that focuses on healing for autoimmunity. An online communication resource that connects users of all types both digitally and inperson for positivity and progression towards empowerment.
BUSINESS DEVELOPMENT | VALUE PROPOSITION
For
those with autoimmune diseases who feel unsupported, confused, and isolated even, as well as their friends and family, medical professionals and nutritionists, who need one base for support, comfort, and knowledge, a social network is created in this specific category of health issues and all of the diseases within it.
This
network arms victims of these conditions with the information and confidence to feel empowered, have important conversations with their healthcare team, and feel in control of their health.
Unlike
social networks that users have at their disposal which are actually for a much broader range of health conditions, and with so many known autoimmune conditions already, using a specific network will not leave users with a lot of information to sift through and makes finding community and support much easier.
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BUSINESS DEVELOPMENT | FIVE QUESTIONS
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WHO?
Medical professionals, Nutritionists, Trainers, and more.
WHAT?
A user-friendly, easily accessible, focused social network.
WHY?
To offer support, comfort, knowledge, and arms them with the information and confidence to feel empowered, have important conversations with their healthcare team, and feel in control of their health.
WHERE?
An open, customizable online platform.
WHEN?
Once the network is launched, it will be available 24/7.
BUSINESS DEVELOPMENT | SWOT ANALYSIS
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BUSINESS DEVELOPMENT | SWOT ANALYSIS
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BUSINESS DEVELOPMENT | SWOT ANALYSIS
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BUSINESS DEVELOPMENT | SWOT ANALYSIS
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BUSINESS DEVELOPMENT | CREATIVE BRIEF Background Summary The body’s immune system protects it from disease and infections. However, when autoimmune disease is present, the immune system attacks healthy cells in the body by mistake. As of the year 2017, at least 50 million Americans have autoimmune diseases. There are at least 80 known autoimmune disease, 75% of those affected are women, and 65% of those affected are unaware that they have an autoimmune disease or are misdiagnosed. Network Overview Those with one autoimmune disease are at high risk to have others at some point, and with such individualized and widespread symptoms, it is easy and prevalent for these individuals to feel unsupported, confused, and isolated even. Network Goals
Family and friends of autoimmune disease patients Most people with autoimmune diseases struggle to feel heard and understood by medical professionals, let alone those further removed from autoimmunity and medicine - including family and friends of those with autoimmune diseases. having a place that those close to these patients can both offer them support and knowledge as well as arm them with information that helps them to better understand loved ones dealing with these diseases. Medical professionals Access to knowledgeable specialists for various autoimmune diseases is a necessary part of the autoimmune journey of patients. Often, it takes years for a proper diagnosis, and these patients typically see at least five physicians on average before getting the proper help. Support in the form of knowledge and expertise sharing from experience and practice would be invaluable to those dealing with autoimmunity.
Audience
Nutritionists Autoimmunity is triggered by various factors, diet being one of the primary factors (ie. gluten sensitivity, dairy intolerance, leaky gut syndrome, and foods contributing to inflammation) Nutritional experts can help tailor meal plans for patients that help reduce symptoms and avoid autoimmune responses.
Autoimmune disease patients Patients with autoimmunity generally see at least six ideal professionals before receiving an accurate diagnosis, after average of about five years. Through this chaotic journey it’s quite easy to feel isolated and lack the ease of a community that understands what is going on. A social space that provides the support of others in a similar situation could help make the unique health journey more of a positive experience.
Trainers Exercise has obvious health benefits, but autoimmunity takes a hefty toll on the body causing symptoms like aches and pains, extreme fatigue, and inflammation to name a few. Those who know about autoimmunity and can also speak to the best exercises tailored for individuals with autoimmune diseases can help round out the health plan of action and provide support.
Those with autoimmunity could benefit greatly from a social network that offers support, comfort, knowledge, and arms them with the information and confidence to feel empowered, have important conversations with their healthcare team, and feel in control of their health.
Competitors The top ranking existing social networks used primarily by those with autoimmune diseases are HealthUnlocked, HealingWell, Patient.Info, and DailyStrength. MyFitness Pal, although intended as a network for weight loss and fitness goals, is also frequently used by those with autoimmune diseases as a source of community and support through their forum feature. The most common diseases talked about by members/users are: Rheumatoid Arthritis, Hashimoto’s, Celiacs, Graves, Ulcerative Colitis, Crohn’s, Irritable Bowel Disorder, and Lupus. Opportunities The following have been identified as areas of opportunity and would set a new social network apart from what is currently available to those with autoimmune diseases: Focus on Autoimmunity, rather than all health conditions
An approach to healing the whole patient, including nutrition support (ideally individualized) and counseling
Live chats and seminars with experts/specialists
Connecting users to Meetups (local)
Balance of user-generated content with expert- generated content
A positive, encouraging, and uniquely interactive environment
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UPDATED GANNT CHART TASK TITLE
Building a Social Network Project
TEAM MEMBERS
John C, Neyane D, My G, Natalie M
DMGT 720 - Design Innovation Development and Marketing
DATE
3/26/18
TASK OWNER
START DATE
DUE DATE
DURATION
PCT OF TASK COMPLETE
WEEK 1 M
Process Book Input and Update Process Book, weekly
My
3/26/18
5/13/18
47
Working Wall update
Team
3/26/18
5/13/18
47
14%
Word Document Summary
NeYane
3/26/18
5/13/18
47
100%
Gantt Chart Update
Natalie
3/26/18
4/30/18
34
14%
2x2 Analyses or Axis Chart
John
3/26/18
4/1/18
5
100%
Segment Matrices
NeYane
3/26/18
4/1/18
5
100%
SWOT Analyses
My
3/26/18
4/1/18
5
100%
Different-and-Good Chart
Natalie
3/26/18
4/1/18
5
100%
18%
Network Analysis
Network Design Development
0
Contextual Analysis (Three)
Team
4/2/18
4/8/18
6
100%
Competitor Analysis (Three)
Team
4/2/18
4/8/18
6
100%
Document info on Working Wall
NeYane
4/2/18
4/8/18
6
100%
Design Stratagy Outlining Network
NeYane
4/2/18
4/8/18
6
100%
Project Updates
Team
4/2/18
4/8/18
6
100%
Chart Updates
Team
4/2/18
4/8/18
6
100%
Create Surveys
Team
4/9/18
4/10/18
1
0%
Diseminate Surveys
Team
4/10/18
4/11/18
1
0%
Document Surveys, results, interviews and observations
Natalie
4/12/18
4/12/18
0
0%
Create Empathy Map
NeYane
4/12/18
4/13/18
1
0%
Create Two Personnas (per group)
John
4/12/18
4/13/18
1
0%
Document User Analysis
My
4/12/18
4/14/18
2
0%
Update Working Wall
Neyane
4/14/18
4/15/18
1
0%
Update Gantt Chart
Natalie
4/14/18
4/15/18
1
0%
Build a Business Canvas for two leading networks
John
4/16/18
4/18/18
2
0%
Document Findings
My
4/18/18
4/18/18
0
0%
Compare and Contrast Findings
Team
4/19/18
4/19/18
0
0%
Provide Recommendations for Improvments of Weakest Model
Team
4/20/18
4/20/18
0
0%
Update Working Wall
Neyane
4/20/18
4/20/18
0
0%
Update Gantt Chart
Natalie
4/20/18
4/20/18
0
0%
Business Model
John
4/23/18
4/25/18
2
0%
SWOT Analyse
My
4/23/18
4/25/18
2
0%
Summary of Results, Recommendations for Max Strengths and Min Weakness
My
4/23/18
4/25/18
2
Video Pitch of Network
NeYane and Natalie
4/23/18
4/27/18
4
Update Working Wall
NeYane
4/27/18
4/27/18
0
0%
Update Gantt Chart
Natalie
4/27/18
4/27/18
0
0%
Defining Our Network Users
Competitor Research and Analysis
Business Model Generation
0% 0%
Defining User Needs
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Create empathy maps for all of the personas
Natalie
4/30/18
5/3/18
3
Document your findings Word Doc
John
4/30/18
5/2/18
2
0%
Document info on Working Wall
My
5/3/18
5/4/18
1
0%
Update Working Wall
NeYane
5/4/18
5/4/18
0
0%
0%
T
W
R
WEEK 2 F
M
T
W
R
WEEK 3 F
M
T
W
R
WEEK 4 F
M
T
W
R
WEEK 5 F
M
T
W
R
WEEK 6 F
M
T
W
R
WEEK 7 F
M
T
W
R
WEEK 8 F
M
T
W
R
WEEK 9 F
M
T
W
R
WEEK 10 F
M
T
W
R
F
SOURCES AND CITATIONS 5 Unexpected Benefits of Using Instagram for Business. (2015, May 21). Retrieved April 01, 2018, from https://blogs.constantcontact.com/use-instagram-for-business/ Benefits of Joining Pinterest for Business | Untangle the Web. (2016, July 06). Retrieved April 01, 2018, from https://www.thisisparachute.com/2014/02/04/benefits-of-joining-pinterest-for-your-business/ Facebook by the Numbers: Stats, Demographics & Fun Facts. (2018, January 26). Retrieved April 01, 2018, from https://www.omnicoreagency.com/facebook-statistics/ Hendricks, D. (2013, May 06). Complete History of Social Media: Then And Now. Retrieved April 01, 2018, from https://smallbiztrends.com/2013/05/the-complete-history-of-social-media-infographic. html Instagram by the Numbers: Stats, Demographics & Fun Facts. (2018, February 11). Retrieved April 01, 2018, from https://www.omnicoreagency.com/instagram-statistics/ Kapko, M. (2017, January 09). Twitter CMO finally explains the purpose of Twitter. Retrieved April 01, 2018, from https://www.cio.com/article/3155138/social-networking/twitter-cmo-finally-explains-thepurpose-of-twitter.html Larson, D. (2016, March 18). 5 Misunderstood Great Benefits Of Twitter - The Buffer Blog. Retrieved April 01, 2018, from https://blog.bufferapp.com/5-misunderstood-great-benefits-of-twitter Larson, D. (2016, March 18). 5 Misunderstood Great Benefits Of Twitter - The Buffer Blog. Retrieved April 01, 2018, from https://blog.bufferapp.com/5-misunderstood-great-benefits-of-twitter Linkedin by the Numbers: Stats, Demographics & Fun Facts. (2018, January 26). Retrieved April 01, 2018, from https://www.omnicoreagency.com/linkedin-statistics/ McCue, T. (2016, September 27). Snapchat, WhatsApp, and Instagram Dominating Younger Demographic. Retrieved April 01, 2018, from https://www.forbes.com/sites/tjmccue/2016/09/27/snapchatwhatsapp-and-instagram-dominating-younger-demographic/#76b3288969fc Pinterest by the Numbers: Stats, Demographics & Fun Facts. (2018, January 26). Retrieved April 01, 2018, from https://www.omnicoreagency.com/pinterest-statistics/ Snapchat by the Numbers: Stats, Demographics & Fun Facts. (2018, February 13). Retrieved April 01, 2018, from https://www.omnicoreagency.com/snapchat-statistics/ The Advantages and Disadvantages of Snapchat. (2017, December 29). Retrieved April 01, 2018, from https://www.mikemarko.com/advantages-disadvantages-of-snapchat/ Twitter by the Numbers: Stats, Demographics & Fun Facts. (2018, January 26). Retrieved April 01, 2018, from https://www.omnicoreagency.com/twitter-statistics/ What is Snapchat, how does it work and what is it used for? (n.d.). Retrieved April 01, 2018, from https://www.pocket-lint.com/apps/news/snapchat/131313-what-is-snapchat-how-does-it-work-and-whatis-it-used-for York, A. (2018, March 07). 6 Social Media Trends That Will Take Over 2018. Retrieved April 01, 2018, from https://sproutsocial.com/insights/social-media-trends/ DMGT720 | GROUP 1 | 45
SOURCES AND CITATIONS Patel, D. (2017, September 27). 10 Social-Media Trends to Prepare for in 2018. Retrieved April 01, 2018, from https://www.entrepreneur.com/article/300813 Gilliland, N., & E. (2016, June 07). The four biggest challenges facing social media strategists. Retrieved April 01, 2018, from https://econsultancy.com/blog/67913-the-four-biggest-challenges-facingsocial-media-strategists Cha, J. (n.d.). Factors affecting the frequency and amount of social networking site use: Motivations, perceptions, and privacy concerns. Retrieved April 01, 2018, from http://firstmonday.org/ojs/index. php/fm/article/view/2889/2685 Unuth, N. (n.d.). Feature Comparison Between WhatsApp and Viber. Retrieved April 01, 2018, from https://www.lifewire.com/whatsapp-vs-viber-3426376 (n.d.). Retrieved April 01, 2018, from https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/sites/thesba/2015/06/19/the-monetization-of-instagram/&refURL=&referrer= Social Networking. (2010, November 02). Retrieved April 08, 2018, from https://www.investopedia.com/terms/s/social-networking.asp Gordon, K. (n.d.). Topic: Social media. Retrieved April 08, 2018, from https://www.statista.com/topics/1164/social-networks/ From Tech-Lover to Nature-Lover: Using Technology to Connect Kids with Nature. (2015, June 08). Retrieved April 08, 2018, from http://www.eco-novice.com/2015/06/from-tech-lover-to-nature-loverusing.html?m=1 Green Communities. (n.d.). Retrieved April 08, 2018, from https://www.nature.org/greenliving/greencommunities/index.htm 25 Nature and Wildlife Mobile Apps. (2015, December 23). Retrieved April 08, 2018, from http://blog.nwf.org/2011/08/the-best-wildlife-and-nature-iphone-and-android-apps/
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