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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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Slide 1

JUSTIN 2.0Social Media Aggregation SoftwareAvalanche Creative GroupRepresented by: Gagan Singh | Kevin Shaw | Sean Lindsay1Overview

Social Media

Macro Determinants

Industry Determinants

Competitors

Final Demand Estimation

Q & AAGENDA

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Before we get started however, id like to go over the agenda for the next 40 minutes. Well start off with a brief overview of the product, as well as the company that made it. We will then discuss Social Media, which you will soon find out is what Justin is primarily used for. That will be followed by our marco and industry determinants, as well as our competitors. And finally, our derived demand and final demand estimation. 2Overview

So im sure your wondering what exactly justin is.3Overview 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 is downloadable software aimed towards industry professionals that brings together various forms of social media. Social media, which we will be discussing in a little more depth following this overview, includes websites such as facebook, twitter, youtube and linkedIn. With Justin, an individual can monitor and update all of these forms of social media from one convenient location. More importantly however, is its capability to analyze posts and comments that are said by others on these websites.4Justin FeaturesLinguistic AnalysisPop-up notification option Set to Automatic May allocate different authority to different admin Able to minimize into bottom of screenAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Some of the features of Jusin. Linguistic analysis refers to its ability to find out what people are saying about any particular topic. For example, say someone typed in Simon Fraser University into Justins search bar. Justin will scan these four particular social networking sites, and present you with what is being said about SFU.

This can be set to occur on a regular basis, and notify the use whenever a new comment is made much like MSN messenger. Or, simply keep track of everything said over a set time period, and present you with a report afterwards.

Justin also has options available to restrict use, and can be allocated to different users, allowing for tasks to be divided.

And lastly, being downloadable software rather than a web-based tool, it can sit in the background while you work on other tasks.5Justin Benefits Simplicity of one screen; able to control all from one spot Reduces switching times between Social Medias Faster response time Allows team collaboration

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

One of the main benefits of using Justin is that it drastically reduces the amount of time spent on social media websites. There is no need to switch between alternate pages, and users can respond more quickly to things people say, which for companies, is important when trying to manage its reputation. It also helps teams to work together, by making it more easy to share information.

6 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

Quick overview of the company that owns Justin. The creator is Avalanche Creative Group, which was established in early 2009 and provides services such as advertising, market research and website development to various companies. They developed justin in order to increase their bottom line, as well as to promote awareness of the company.7 Target Market Many different potential customers: Political platformsPR firmsConsumer business

Post Secondary Institutes of British Columbia Includes Universities and Colleges

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Justin would be useful in a variety of industries. Potential customers include Political platforms, PR firms, and Consumer businesses. For the scope of this demand estimation however, we will be looking into educational institutes, particularly Universities and Colleges within British Columbia. This is mainly because this kind of software is a relatively new concepts, and it would be more reasonable to target a smaller segment of the market. We were also able to get in contact with multiple Universities and colleges to discuss the need for this type of software. 8What is Social Media?

So im sure many of you have a general understanding of what social media is, but im going to go over a few examples as well as its particular relevance to our demand estimation. 9Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

DefinitionThe collection of tools and online spaces available to help individuals and businesses communicate and exchange information with one another

A general description of Social media is a collection of tools and online spaces available to help individuals and businesses communicate and exchange information with one another

10Categories of S.MSocial Networks Build personal pages Connect with friends

Blogs More personalized Online Journals

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

11Categories of S.M contd 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

12Forums Online discussion around topics and interests

Micro- blogging Small amounts of content (updates) are distributed online

Categories of S.M contdAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

Long-termDerived Demand

Final DemandEstimation

Q&A

13Content CommunitiesCommunities which organize and share particular kinds of content.

Photos: Flickr

Bookmarked links: Del.icio.us

Videos: YouTube

Categories of S.M contd

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

Long-termDerived Demand

Final DemandEstimation

Q&A

14Social 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

So now we ask the question, Why would Post secondary school want to use Social Media? One of our contacts was Kim Lawrence, the communication director at the university of the fraser valley. When we asked him this question, he pointed out the fact that using things such as facebook allow him to reach more people than print ads, at a lower cost.

Another reason is that information can be spread a lot faster. News on any sort of subject can be presented to a large number of people in a matter of seconds. It also allows schools to showcase themselves and their students.15Social 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

Other things include promoting events and aiding in the word-of-mouth process in order to generate buzz for certain events.It also helps schools to tap into the market of prospective students that would not generally read up on universities and colleges.16Macro Determinants17Derived 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

We are selling Just-in directly to the P.S.I of b.c. but

Even though we are not selling directly to consumer, we have to factor in how many individuals in British Columbia use social media.

For example, if nobody in B.C. used social media, then there would be no demand for our product.

Therefore, the # of indiviudals who use s.m is our derived demand.18Demographic TrendsDemographic Trends Age Employment GenderAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

For demographic trends, I will be looking at the age, employment and gender of the individuals in British Columbia who are online.19Demographic Trends Age has a strong relation to adoption The younger, the more likely to be onlineBritishColumbiaYouth(12-17)Adult (18+)Currently Online96%76%B.C. OnlineAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

AgeStarting off with age. Age seems to be a large factor to determine who is accessible online

96% of youth aged 12 -17 are currently online whereas 76% individuals 18+ are online.

The younger they are, the more likely they are to be online. 20Demographic TrendsBritishColumbiaFull-timeStudentsFull-timeEmployedCurrently Online95%92%

B.C. Online contdAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

EmploymentIn this table we are noting the differences between full time students and individuals who are working full time

As you can see the 95% of the full time students are online whereas 92% of full time workers are online.

Therefore they are both accessible through the internet. 21BritishColumbiaMaleFemaleCurrently Online95%92% Females are more engaged in Social Media

Females are more reluctant to share personal info than males

Gender DifferencesAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

GenderDemographic TrendsWhen it comes gender, which sex is online more is relatively the same.

However, one large difference we noticed was that females engaged more onto social medias. Instead of just reading, the post and reply.

Also, females are more reluctant to share personal information then males. 22Socio-Cultural Trends

Socio Cultural TrendsAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Different social medias have become more popular in Canada.

From a survey of 10,000 participants across Canada:69% said they used Facebook. 47% used Twitter, and 38% used Linkedin23Socio-Cultural Trends

Socio Cultural TrendsAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

However, you cant forget about Youtube who is tied for third at 38% as well.24Social MediaPopularityFacebook69%Twitter47%Linkedin38%YouTube38%S.M. Popularity in CanadaAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsTherefore, in Canada, the top four most popular social medias are the following.

These are the four medias that Just-in will incorporate.

I will look into each one of these social media and describe its popularity in B.C.. 25

FacebookAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsStarting off with Facebook26RankCountry# ofFacebookusers*% Growth(Jan09 - Sep09)1USA84,596,240101.04%2UK20,228,48035.42%3Turkey13,996,38076.4%4Canada12,667,22016.62%5France12,032,02082.66%6Italy10,903,62095.21%7Indonesia8,786,920879.55%8Australia6,591,64052.23%9Colombia6,488,20078.60%10Spain6,314,220143.22%*As of September2009Facebook Users in CanadaAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsCanada has the fourth largest facebook population in the world.

In just 6 months, the # of facebook users increased by 16.62% 27Province# of FB UsersPopulation% of Pop.Nunavut1,23731,5580.04Northwest Territories10,44542,9400.24Yukon Territory16,10033,4420.48Prince Edward Island26,464140,4020.19Newfoundland131,210508,9900.26New Brunswick165,539748,3190.22Saskatchewan248,2531,023,8100.24Manitoba273,3321,213,8150.23Nova Scotia360,055939,5310.38Quebec913,1817,782,5610.12Alberta1,111,0283,632,4830.31British Columbia1,275,5184,419,9740.29Ontario3,862,43312,986,8570.30As of January 2009Facebook Users in B.C.Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsNow looking at B.C, we have the second largest population of Facebook users, after Ontario.

More specifically, 29% of B.Cs population is accessible through Facebook which is a number many P.S.I would be interested to know.28

TwitterAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsLets take a look at Twitter29

Twitter Users Per CountryTwitter Popularity In CanadaAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsTwitter was released in 2006 and its popularity has been growing exponentially.

Twitter is the most popular in the America, followed by UK, then followed by Canada.30

Twitter Popularity In CanadaAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsAbout 5% of Twitter users are from Canada.

Considering Twitter was released 3 years ago, we see large potential in this social media. 31Twitter Users in B.CAgenda

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 wrongSocio-Cultural TrendsWe were not able to discover information about how many b. columbians use twitter however we were able to discover this.

The following graph is from google insight. Google insight provides data and information about how much a word has been searched in google. What it does not do is show how many people are using Twitter in B.C, but it does show how the interest of the search term within a certain region. However, it is a close estimate of its popularity in B.C.

For example, MySpace

Because Twitter popularity wasnt available in B.C., Google insight was the next closest thing. As you can see, mid 2008, more people have been looking into twitter32

Interest in Twitter B.CAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsWe were not able to discover information about how many b. columbians use twitter however we were able to discover this.

The following graph is from google insight. Google insight provides data and information about how much a word has been searched in google. What it does not do is show how many people are using Twitter in B.C, but it does show how the interest of the search term within a certain region. However, it is a close estimate of its popularity in B.C.

For example, MySpace

Because Twitter popularity wasnt available in B.C., Google insight was the next closest thing. As you can see, mid 2008, more people have been looking into twitter33

Example: MySpaceAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends As we all know, Myspace is not as popular as it once was and it shows in the interest charts. Through these interest charts, we cannot see how many Myspace user there are in B.C, but we can see is that less people are interested in MySpace.

The same goes for Twitter,34

LinkedinAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsLets take a look into Linkedin. Linkedin is a social media tool primarily used for small business and owners who want to network. 35Linkedin 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 Linkedin is a networking tool that helps you expand your network. When you join, you created your own page that has your professional expertise. Then you link up with your connections, and then your connections connections.

Leads to potential jobs, clients and investments.

As you can see, during this year Linkedins interest has grown very fast.

WE believe that is due to the economy, more people are becoming reliant on their networks and connections. Social medias such as Linkedin has been becoming more popular due to this economic downturn.36

Interest in Linkedin in B.C.Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural Trends Linkedin is a networking tool that helps you expand your network. When you join, you created your own page that has your professional expertise. Then you link up with your connections, and then your connections connections.

Leads to potential jobs, clients and investments.

As you can see, during this year Linkedins interest has grown very fast.

WE believe that is due to the economy, more people are becoming reliant on their networks and connections. Social medias such as Linkedin has been becoming more popular due to this economic downturn.37

YouTubeAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsYouTube 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 TrendsLooking at Youtubes interest, we can see that it has been popular for quite some time and Google has forecasted its interest to keep growing.39

Interest in YouTube B.C.Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsLooking at Youtubes interest, we can see that it has been popular for quite some time and Google has forecasted its interest to keep growing.40

Whats Pushing Social MediaAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Socio-Cultural TrendsSO why are these social medias becoming so popular?

Well, It depends, different people have a different reason to use social medias.

Much is dependent on age. For example more teenagers and young adults are using social medais to socialize and network, whereas the older population are using it for research and information purposes.

41Economic Impact Economy is affecting post secondary institutes (P.S.I) through:

Funding

Enrollment

Economic ImpactAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

I would now like to move onto how the economy will affect Just-In.

We have determined that this recession will affect P.s.i in two major ways

The amount of Funding they receive and how many students will enroll

42 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 FundingAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic ImpactLets start with funding.

Due to the recession, the federal government has increased their budget for p.s.i by 7.2%.

However, the provincal budget decrease for two large reasons:

They did not account for the increase in enrollment.

and the other reason is due to inflation costs of P.s.i

43 In Canada,Per student funding is budgeted to decline from approx. 9,278 to $9,172

P.S.I Funding contdAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic ImpactTherefore, because of these two reason,

the per student funding in Canada decreased from 9,278 to 9,172. Thats bad news for you and me.44

In B.C.

P.S.I Funding - B.C.Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic ImpactMore specifically, the budgets for p.s.i in b.c. was greatly affected.

UBC and SFU took the hardest hits, losing 17 and 6 million dollars respectively.

The smaller the p.s.i, the smaller their budget cut45 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

EnrolmentAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic ImpactLets look at how enrollment has changed in this recession:

During economic recessions, surveys have shown that enrollment in p.s.i actually increase because:

Many who lose their jobs return to school to upgrade skills and knowledge.

Over the last year, there have been more than 60,000 new jobs for university graduates, while there were 390,000 fewer jobs for those withouthighereducation, as stated by the Association of Universities and Colleges of Canada.

And many students stay in school just to stay out of the job market

46

Annual change in full-time enrolment at Canadas universities (undergraduate and graduate)Enrolment contdAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic ImpactIn Canada, the change in full time enrollment has increased since the recession.47 Full Time Students in CanadianUniversitiesOctober 2008October 2009% increaseUndergraduate704,500733,5004.1Graduate127.500136,5007.2Enrolment contdAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic ImpactTheir has been an 4.1% increase in undergraduates and 7.2% increase in graduates since last year.48 As a result of the economy

More students interested in P.S.I

Less money to spend on marketing

Economic ResultAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Economic ImpactSo whats the end result because of the economy?

There are more prospective and current students but less money to spend.

Therefore, marketers are looking for new cost effective ways to market towards them. 49Technological Trends & Product Complimentarity Due to technological advancements,

Computers and the Internet are: Accessible Faster Affordable

Technological TrendsAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

How will technology affect Just-in?

WE are living in a great age where technology has been more accessible, faster, and affordable. 50

ComputersAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity By looking at the computer price index, we can see that computers have become more affordable over the last 10 years.51

Computers Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity And Canadians have noticed and have been taking advantage of these bargains.

This graph shows how more and more computers are being purchased and have become available to residential and business users.52

InternetAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity This graph looks at how many individuals have access to the internet.

As you can see, more Canadians have access to the internet.

Therefore, more Canadians have access to social medias53Canadians have been using the internet on their mobiles to:Check emailsBrowse the InternetConnecting to social networking sites

Mobile InternetAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity Another reason that social media has become popular is because more people can access it from their phones.

Nowadays Canadians are using their phone to check their email, browse the internet, and even connect to social networking sites5426% Canadians aged 18-34 are accessing the web from their mobile devices everyday

accessing popular social networking sites

Mobile Internet - StatsAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity 26% of Canadians aged 18 34, who have a phone, are accessing the web from their phone everyday

and a of them are accessing social networking sites such as facebook, twitter, and youtube.55In 2008,

~ 150,000 Canadians aged 18 34 used their phone to connect to S.M.* Rough calculations

Mobile Internet - StatsAgenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Technological Trends & Product Complimentarity Therefore, through some rough calculations

in 2008, approx 150,000 canadains between the ages 18 -34 used their phones to connect to social network sites.

And that amount has increased in 2009. 56Perceptual InfluencesPerceptual Influences Usefulness

Confusion

Online security

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

So what do Canadians think about the internet and social media?

They have three things on their mind:

How will all this help me? How do I keep up with all this new technology And how safe am I or my information online

These questions have influenced how many British Columbians use the internet and social media.57Legal/Political IssuesLegal/Political Issues Privacy Laws

How much information third parties can access All information must be deleted once accounts have been deleted

APIs

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

What has the government done in response?

The Canadian government did not like two aspects of Facebook.How much information third parties could access How facebook kept information even after accounts had been deleted

Because of new rules and regulations, these have been changed in favour of the government

API stand for Application Programming Interface which defines what information can be taken from other software

For example, Just-in will be using API from facebook and facebook api says that you can only do searches within your contacts only.

However, for twitter, their api allows you to look through everyones information

As long as Just-in stays within the confines of the API, we should stay clear of any lawsuits.58Industry Determinants

59Industry DeterminantsDerived DemandAgenda

Overview

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MacroDeterminants

IndustryDeterminants

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Q&A

Derived Demand - The market size is (above) as talked about earlier. Potential market in BC.

60 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 PowerNegotiation Power

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

Industry DeterminantsPhase of PLC = Meaning because this is a new innovation the value and convenience of the software must still be demonstrated before the early adopters begin to purchase it. This is are reasoning behind giving them a 3 month trial version.61Research and DevelopmentR & D

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

The R&D is not a large risk factor because ACGs primary business is Website Design

However, the SM industry is highly volatile with 1000s of different Media with high turnover rate; thus, making the issues of Rapid Technology Obsolescence a topic of concern.

Industry DeterminantsPhase of PLC = Meaning because this is a new innovation the value and convenience of the software must still be demonstrated before the early adopters begin to purchase it. This is are reasoning behind giving them a 3 month trial version.62R & D contdR & D - Advantage

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

DemandEstimation

Q&A

The way that ACGs R&D has solved this forseeable problem is by making their product downloadable.

Industry DeterminantsPhase of PLC = Meaning because this is a new innovation the value and convenience of the software must still be demonstrated before the early adopters begin to purchase it. This is are reasoning behind giving them a 3 month trial version.63Derived Demand20042005200620072008BritishColumbia85,44090,762108,228108,960110,190Full-time student65,93167,44677,71878,23180,349Part-time student19,50623,31630,51030,72929,838Agenda

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.Is including students and alumni because:Most interested in P.S.Is Generally these people have more to say about schools that general population.Industry DeterminantsThis number is an educated guess but is primarily derived from the fact that enrolment is on the upswing as gagan stated because of the recession.

64Market GrowthMarket Growth

Agenda

Overview

Social Media

MacroDeterminants

IndustryDeterminants

Competitors

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Based on these number we agree that a safe estimation for the growth of enrolment in 2010 to be 6%.Enrollment2005-200619.20%2006-20070.77%2007-200811.30%Industry DeterminantsThis number is an educated guess but is primarily derived from the fact that enrolment is on the upswing as gagan stated because of the recession.

65Derived Demand Based on the 6% Market growth for 09 and 10 we find that in 2010 the enrolment for BC universities = 123,810

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**Limitation Total Derived Demand for Justin = 915,289 Total number of College/ University alumni in BC as of 06 = 791,479Industry DeterminantsThis is the number of people that will in all likelihood be using Social Media to comment on and talk about various colleges and Universities around BC. For the Limitation I need you to know that we could not find a graduation rate for BC or Canada for that matter. Therefore we could not determine with any accuracy the number of alumni for 2010. Furthermore, we realize that the age range of the alumni are highly varied and some of the more senor me alumnus's may not be even slightly engaged with social media hence the reason this is an estimation!

66Competition

67Indirect Competition Do it yourself

Bring in an expert

Outsource

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Indirector competition comes in three different ways:

The old fashion way of doing it manually Hiring an expert into your organization Or outsource it to an ad agency or PR firm

68 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 YourselfFrequently Asked Questions:Agenda

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Indirect CompetitionAs more popular social medias have been arising, marketers are getting frustrated and asking the following questions:

69 Increase job complexity

Slower response time

Wasting time

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Indirect CompetitionBecause there is a lot of information to interact with, marketers are:

Finding their jobs more difficult, responding slower, and wasting more time trying to keep up.

Therefore, P.S.I have been hiring individuals who specialize in this.70A.K.A: Communication Strategist Social Media Expert Blogger Outreach Manager Blog Cultivation Expert Chief Conversation Officer Online Reputation Manager Community ManagerHourly Wage: ~ $15 - 40/hrExperts

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Indirect CompetitionThis is the second form of indirect competition.

There is no exact title of someone who specializes in social media.

However, they are paid approximately between $15 40 / hr which can really add up71provides clients with documentation, analysis, or copies of media content of interest to the clientsMedia Monitoring Service: Provides clients with documentation, analysis, or copies of media content of interest to the clientsOutsourcingAgenda

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Indirect CompetitionMany large companies have hired media monitoring organizations that sit their and do all the monitoring for you72provides clients with documentation, analysis, or copies of media content of interest to the clientsOutsourcingAgenda

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Indirect CompetitionThese services can be quite expensive depending on what you want.

Media monitoring can be broken into 4 different aspects: broadcast, print, radio, and internet.

Within internet, they can be broken down further into press release and social media.

These companies use to use their own software much like Just-in to analysis social media but now as demand is increase, they have decided to sell their software at a premimum price, which leads us to our direct competitors. 73Direct Competitors Radian6

Focuses on PR firms and Ad Agencies

Web based

Real-time Results

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Although there are many programs out there that can aggregate social media into one location, most of them do not have same capabilities and features as Justin, such as the linguistic analysis. One that does however, is Radian6. Ill start off pointing out a few similarities and differences. First off, Radian6 is targeted more towards PR firms and Ad agencies, this is another factor in why we chose to target Educational institutes. Unlike Justin, it is Web based, meaning you are not required to download any software. And it too has linguistic analysis with real-time results.74Advantages

Large Coverage

Large Customer Base

Advanced Analytical Tools Radian 6

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There are a few disadvantages that Justin has when it comes to competing against radian6. First off, they cover a much broader range of social media, including blogs and less known social networking sites. They have also been around for a longer period of time, and as a result have a larger customer base. These tend to be larger companies such as microsoft and pepsi however. Lastly, their analytical tools are slightly more advanced than what Justin offers, offering things such as filtering options. 75Disadvantages Expensive $500-$1500 a month $100 per additional user

Different target segmentCompetitors

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Where Justing prevails however, is in the price. Radian6, being targeted towards large corporations, is extremely expensive. The base price is $500 a month and can reach $1500 a month the user wishes to add additional features. On top of this, another $100 is required for every additional user. And more so and advantage for us rather than a disadvantage for them, is that we are targeting a different segment. 76Demand Estimation

77Demand EstimationAgenda

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P.S.INamePositionBCITKemp EdmondsDirector of Special EventsUBCPaulCubbonsInstructor,DesignUFVKimLawernceDirector, Marketing & CommunicationSFUSteve RayWeb StrategistNWCCDave LearyChief Information OfficerDouglasLori KittelbergWriter/Media SpecialistAI of VanRachel TuttlePublic relations andComm.DirectorPrimary ResearchEach P.S.I said they would purchase Just-inDemand EstimationAgenda

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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

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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

And our growth rate for our target market is estimated at 0%. The reason is that we have no evidence of new colleges/unis opening in the next year and if there are we do not see a use for our product. Case and point being a new University called Quest has a total enrollment of 80 students creates a much closer commnity and therefore much more managable.

80Demand Estimation Pt. 2Agenda

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But.

$65/month more appropriate

201020112012$38,220$38,220$38,220After Careful number crunchingDemand Estimation Pt. 2Agenda

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Facebook = 170,280Twitter = 262,650Youtube accounts = 120,459Linkedin = 120,459Total = 673,874 Market PotentialMeaning that the number of people that are between 18 & 25 in BC that use these social medias is 673 874. Or in other words this is the market potential that Justin has.

82Demand Estimation Pt. 2Agenda

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Change in Revenue:

201020112012Quarter$11,700$11,700$11,700Month$38,220$38,220$38,220$25,480THANK YOU.

Avalanche Creative GroupRepresented by: Gagan Singh | Kevin Shaw | Sean LindsayQuestions?

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