Project Team Nusaiba Ally Nabeela Hanif Tanzilla Yousuf Math 110 Final Report – December 2011 Survey and Analysis for Social Networking

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.

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 Award and 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 Psychographic Segmentation - Social Class - Lifestyle Type - Personality Type Behavioral Segmentation - Product Usage - Brand Loyalty - Attitudinal Demographic Segmentation - Age - Gender - Income Addressable Minds Cuts across traditional segmentation & detects hidden preferences

Social Networks Create Addressable Minds messaging for Social Networks DEVELOP SURVEY QUESTIONS Potential social network user ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET MARKET SEGMENTATIONSEGMENTATION WIZARD MARKETING PHRASES 10 – 15 minutes

Addressable Minds’ underlying science uses standard Science and Mathematics 6 DEVELOP SURVEY QUESTIONS Potential social network user ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET Conjoint analysis Ordinary Least Squares Regression Discriminant Function Analysis Experimental Design – Stimulus/Response

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 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’

9 The Survey begins with an orientation screen

10 First they rate how likely they are to use the social network.

11 Then they select a single emotion

What convinces? What drives feelings?

13 Total Panel – Interested in personalizing their profile. Not concerned with business news.

The Total Panel’s Interest is Different From That in Each of Three Identified Segments

There are three unique segments Different Users – Different Approach Messaging for one isn’t necessary going to appeal to the other…and could actually hurt 15 Socializing48% Versatility 37% Business 15%

16 Socializing (Seg1) – Interested in meeting and interacting with new people and friends. Not concerned with news or business aspects. Socializing (Seg1) – Interested in meeting and interacting with new people and friends. Not concerned with news or business aspects.

17 Business (Seg2) – Interested in professional and business aspects of a social network. Not concerned with socializing.

18 Versatility (Seg3) – Interested in a convenient all-in-one website. Not concerned with one specific aspect.

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 19 DEVELOP SURVEY QUESTIONS Potential social network user. ANALYZED SURVEY RESULTS → Addressable Minds INTERNET IdeaMap™ SUY SURVEY IDENTIFY TARGET MARKET SEGMENTATION WIZARD 10 – 15 minutes Segmentation Wizard consists of 3 or 4 elements identified in the in-depth 10 – 15 minute survey

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

The Social Networking Segmentation Wizard– Online example

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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 * Socializing * Business *Versatility  Conclusion You can improve messaging...but you have to  Know the segmentation  Give the right message to the right segment