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To determine the demand post secondary institutes would have for a social media aggregator, we conducted market research and then developed a presentation .
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JUSTIN 2.0Social Media Aggregation Software
Avalanche Creative GroupRepresented by: Gagan Singh | Kevin Shaw | Sean Lindsay
Overview
Social Media
Macro Determinants
Industry Determinants
Competitors
Final Demand Estimation
Q & A
AGENDA
1.
2.
3.
4.
5.
6.
7.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Overview
Overview Just-in is a social media aggregator that allows you to combine:
Able to monitor, update and analyze all from one spot
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Justin Features
Linguistic Analysis
Pop-up notification option
Set to Automatic
May allocate different authority to different admin
Able to minimize into bottom of screen
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Justin Benefits
• Simplicity of one screen; able to control all from one spot
• Reduces switching times between Social Media’s
• Faster response time
• Allows team collaboration
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
The Owner
• Developed by Avalanche Creative Group (ACG)
• Established in early 2009
• Provide services:
• Advertising
• Market Research
• Website Development
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Target Market
• Many different potential customers:
• Political platforms
• PR firms
• Consumer business
• Post Secondary Institutes of British Columbia
• Includes Universities and Colleges
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
What is Social Media?
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Definition
The collection of tools and online spaces available to help individuals and businesses communicate and exchange information with one another
Categories of S.M
Social Networks• Build personal pages• Connect with friends
Blogs• More personalized• Online Journals
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Categories of S.M cont’d
Wikis Allow people to add and/or edit information
Podcasts Audio and video files that are available by subscription
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Forums Online discussion around topics and interests
Micro- blogging Small amounts of content (‘updates’) are distributed online
Categories of S.M cont’d
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
Long-termDerived Demand
Final DemandEstimation
Q&A
Content CommunitiesCommunities which organize and share particular kinds of content.
Photos: Flickr
Bookmarked links: Del.icio.us
Videos: YouTube
Categories of S.M cont’d
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
Long-termDerived Demand
Final DemandEstimation
Q&A
Social Media & Post- Secondary
•Affordable and effective marketing tool• “Using Facebook is more efficient then print ads because
[UFV] is able to reach more people with less money” – Kim Lawrence, UFV Communication Director
• Information spreads faster• Recent news• Resources made available to the public.• Showcasing student and faculty Work
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Social Media & Post- Secondary
• Promoting events
• Providing platform of communication for events
• Generates buzz and excitement for events
• Access to “hidden” prospective students
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Macro Determinants
Demographics Trends
Social Cultural Trends
Economic Trends
Technology Trends
Perceptual Influences
Legal/PoliticalIssues
Derived Demand
• Primary demand = Post Secondary Institutes
(P.S.I) of B.C
• Derived Demand = # of students who use
Social Media in B.C.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Demographic TrendsDemographic Trends
• Age
• Employment
• Gender
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Demographic Trends
Age has a strong relation to adoption
• The younger, the more likely to be online
British Columbia Youth (12-17) Adult (18+)
Currently Online 96% 76%
B.C. Online
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Age
Demographic Trends
British Columbia Full-time Students Full-time Employed
Currently Online 95% 92%
B.C. Online cont’d
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Employment
British Columbia Male Female
Currently Online 95% 92%
Females are more engaged in Social Media
Females are more reluctant to share personal info than males
Gender Differences
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Gender
Demographic Trends
Socio-Cultural TrendsSocio Cultural Trends
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural TrendsSocio Cultural Trends
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Social Media Popularity
Facebook 69%
Twitter 47%
Linkedin 38%
YouTube 38%
S.M. Popularity in Canada
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Rank Country # of Facebook users* % Growth (Jan 09 - Sep 09)
1 USA 84,596,240 101.04%
2 UK 20,228,480 35.42%
3 Turkey 13,996,380 76.4%
4 Canada 12,667,220 16.62%
5 France 12,032,020 82.66%
6 Italy 10,903,620 95.21%
7 Indonesia 8,786,920 879.55%
8 Australia 6,591,640 52.23%
9 Colombia 6,488,200 78.60%
10 Spain 6,314,220 143.22%
*As of September 2009
Facebook Users in Canada
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Province # of FB Users Population % of Pop.
Nunavut 1,237 31,558 0.04
Northwest Territories 10,445 42,940 0.24
Yukon Territory 16,100 33,442 0.48
Prince Edward Island 26,464 140,402 0.19
Newfoundland 131,210 508,990 0.26
New Brunswick 165,539 748,319 0.22
Saskatchewan 248,253 1,023,810 0.24
Manitoba 273,332 1,213,815 0.23
Nova Scotia 360,055 939,531 0.38
Quebec 913,181 7,782,561 0.12
Alberta 1,111,028 3,632,483 0.31
British Columbia 1,275,518 4,419,974 0.29
Ontario 3,862,433 12,986,857 0.30
As of January 2009
Facebook Users in B.C.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Twitter Users Per Country
Twitter Popularity In Canada
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Twitter Popularity In Canada
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Twitter Users in B.C
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
• 47% of Canadians User Twitter
• 16 million Twitter Users in Canada
• 2.06 million Twitter Users in B.C.
• However, we feel this information is wrong
Socio-Cultural Trends
Interest in Twitter – B.C
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Example: MySpace
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Linkedin Users in B.C.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
• 38% of Canadians use Linkedin
• 1.68 million Linkedin Users in B.C
• However, we feel this information is wrong
Socio-Cultural Trends
Interest in Linkedin in B.C.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
YouTube
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
YouTube Users in B.C.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
• 38% of Canadians use Youtube
• 1.68 million YouTube Users in B.C
• However, we feel this information is wrong
Socio-Cultural Trends
Interest in YouTube – B.C.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
What’s Pushing Social Media
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Socio-Cultural Trends
Economic Impact
• Economy is affecting post secondary institutes (P.S.I) through:
• Funding
• Enrollment
Economic Impact
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
• In 2009, Federal budget increased by 7.2%
•Provincial budget decreased because:
• Did not account for the projected 7% increase in
enrollment
• Increase in inflationary cost of Universities and
Colleges
P.S.I Funding
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Economic Impact
• In Canada,
• Per student funding is budgeted to
decline from approx. 9,278 to $9,172
P.S.I Funding cont’d
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Economic Impact
• In B.C.
P.S.I Funding - B.C.
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Economic Impact
• During recessions, enrollment in P.S.I rises:
• Due to job losses
• 60,000 new jobs for grads
• 390,000 fewer jobs for non-grads
• Students are staying in school and out of job
market
Enrolment
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Economic Impact
Annual change in full-time enrolment at Canada’s universities (undergraduate and graduate)
Enrolment cont’d
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Economic Impact
Full Time Students in Canadian Universities
October 2008 October 2009 % increase
Undergraduate 704,500 733,500 4.1
Graduate 127.500 136,500 7.2
Enrolment cont’d
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Economic Impact
• As a result of the economy
• More students interested in P.S.I
• Less money to spend on marketing
Economic Result
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Economic Impact
Technological Trends & Product Complimentarity
• Due to technological advancements,
• Computers and the Internet are:
• Accessible
• Faster
• Affordable
Technological Trends
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Computers
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Technological Trends & Product Complimentarity
Computers
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Technological Trends & Product Complimentarity
Internet
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Technological Trends & Product Complimentarity
•Canadians have been using the internet on
their mobiles to:
Check emails
Browse the Internet
Connecting to social networking sites
Mobile Internet
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Technological Trends & Product Complimentarity
•26% Canadians aged 18-34 are accessing the web from their mobile devices everyday
•½ accessing popular social networking sites
Mobile Internet - Stats
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Technological Trends & Product Complimentarity
•In 2008,
~ 150,000 Canadians aged 18 – 34 used their phone to connect to S.M.
* Rough calculations
Mobile Internet - Stats
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Technological Trends & Product Complimentarity
Perceptual InfluencesPerceptual Influences
Usefulness
Confusion
Online security
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Legal/Political IssuesLegal/Political Issues
Privacy Laws
• How much information third parties can access• All information must be deleted once
accounts have been deleted
API’s
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Industry Determinants
Industry DeterminantsDerived Demand
49 P.S.I
15 Universities
34 Colleges
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
The CEO of ACG feels that “Justin” has low negotiation power.
Reason:
Phase of the PLC Need for Demonstrated Value Convenience
Based on this we determine a monopolistic approach whereby the already confirmed large universities are leveraged
Negotiation Power
Negotiation PowerAgenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Industry Determinants
Research and Development
R & DAgenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
The R&D is not a large risk factor because ACG’s primary business is Website Design
However, the SM industry is highly volatile with 1000’s of different Media with high turnover rate; thus, making the issues of Rapid Technology Obsolescence a topic of concern.
Industry Determinants
R & D cont’d
R & D - AdvantageAgenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
The way that ACG’s R&D has solved this forseeable problem is by making their product downloadable.
Industry Determinants
Derived Demand
2004 2005 2006 2007 2008
British Columbia85,440 90,762 108,228 108,960 110,190
Full-time student65,931 67,446 77,718 78,231 80,349
Part-time student19,506 23,316 30,510 30,729 29,838
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
• Enrolment in BC in 2008 = 110,190
• Our Derived Demand consists of the number of people that have a vested interest in the P.S.I’s including students and alumni because:• Most interested in P.S.I’s • Generally these people have more to say about schools that general
population.
Industry Determinants
Market Growth
Market GrowthAgenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Based on these number we agree that a safe estimation for the growth of enrolment in 2010 to be 6%.
Enrollment
2005-2006 19.20%
2006-2007 0.77%
2007-2008 11.30%
Industry Determinants
Derived Demand
o Based on the 6% Market growth for 09’ and 10’ we find that in 2010 the enrolment for BC universities = 123,810
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
**Limitation
o Total Derived Demand for “Justin” = 915,289
o Total number of College/ University alumni in BC as of 06’ = 791,479
Industry Determinants
Competition
Indirect Competition
1. Do it yourself
2. Bring in an expert
3. Outsource
Indirect Competition
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
• How do I keep up without getting �consumed?
• How can I aggregate and automate social �media marketing so that it's less time consuming?
• How do people cope with thousands of �followers?
Do It Yourself
Frequently Asked Questions:Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Indirect Competition
• Increase job complexity
• Slower response time
• Wasting time
Implications
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Indirect Competition
A.K.A:
• Communication Strategist
• Social Media Expert
• Blogger Outreach Manager
• Blog Cultivation Expert
• Chief Conversation Officer
• Online Reputation Manager
• Community Manager
Hourly Wage: ~ $15 - 40/hr
Experts
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Indirect Competition
provides clients with documentation, analysis, or copies of media content of interest to the clients
Media Monitoring Service:
• Provides clients with documentation, analysis,
or copies of media content of interest to the
clients
Outsourcing
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Indirect Competition
provides clients with documentation, analysis, or copies of media content of interest to the clients
Media Monitoring
Broadcast
Radio
Internet
Press Releases
Social Media
Outsourcing
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Indirect Competition
Direct Competitors
Radian6
• Focuses on PR firms and Ad Agencies
• Web based
• Real-time Results
Direct Competition
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Advantages
Large Coverage
Large Customer Base
Advanced Analytical Tools
Radian 6
Direct Competitors
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Disadvantages
Expensive
• $500-$1500 a month
• $100 per additional user
Different target segment
Competitors
Direct Competitors
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Demand Estimation
Demand Estimation
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
P.S.I Name Position
BCIT Kemp Edmonds Director of Special Events
UBC Paul Cubbons Instructor, Design
UFV Kim Lawernce Director, Marketing & Communication
SFU Steve Ray Web Strategist
NWCC Dave Leary Chief Information Officer
Douglas Lori Kittelberg Writer/Media Specialist
AI of Van Rachel Tuttle Public relations and Comm. Director
Primary Research
Each P.S.I said they would purchase Just-in
Demand Estimation
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
2010:
• 100% interest from 7 P.S.I• 49 P.S.I in British Columbia • Justin price = $65 / quarter• 4 quarter in a year
• 49 P.S.I * $65 * 4 quarters = $12,740
• However…
• We are giving a 10% margin of Error 45*65$*4 = $11,700
LT - Demand Estimation
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
2011:
• Growth Rate of P.S.I in B.C.• Very Minimal• Student size very low• E.g. Qwest University• Opening 2006, now has 80 students
• $11,700
Demand Estimation Pt. 2
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
But….
• $65/month more appropriate
2010 2011 2012
$38,220 $38,220 $38,220
After Careful number crunching…
Demand Estimation Pt. 2
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Facebook = 170,280
Twitter = 262,650
Youtube accounts = 120,459
Linkedin = 120,459
Total = 673,874 – Market Potential
Demand Estimation Pt. 2
Agenda
Overview
Social Media
MacroDeterminants
IndustryDeterminants
Competitors
DemandEstimation
Q&A
Change in Revenue:
2010 2011 2012
Quarter $11,700 $11,700 $11,700
Month $38,220 $38,220 $38,220
$25,480
THANK YOU.
Avalanche Creative GroupRepresented by: Gagan Singh | Kevin Shaw | Sean Lindsay
Questions?