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Social Networks Why do Consumers participate? Why should marketers care? Julie Walker Purple Spinnaker Contact: [email protected]
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Social Networks
Why do Consumers participate?Why should marketers care?
Julie WalkerPurple Spinnaker
Contact: [email protected]
• Question 1– Do the characteristics of a social network impact the level of
member participation?
• Question 2– Do the characteristics of the social network impact the length
of membership of the social network?
• Question 3– Do the characteristics of the social network impact the number
of hours spent on the social network each week?
Survey Questions
Copyright Purple Spinnaker 2009, [email protected]
Survey Statistics
• Moderated TV online community
• 36 Survey questions– 6 demographic questions– 8 user activity level– 22 multiple choice questions
• Statistical Modelling
Copyright Purple Spinnaker 2009, [email protected]
Respondent Demographics
Demographic Information ResultSecondary
Data
Female 77.4% 57.2%
Age 16 - 35 18-45
College education or higher 54.8% 41.2%
Membership over 12mths 46.2%
Visit community more than once per day 64.3%
Post on the community more than once a day 51.8%
Participate daily in community 76.8%
Spend more than 5 hours a week on community 59.3% 49.1%
Visit other communities 73.3% 59.2%
Visit other communities more than once per day 49.2%
Copyright Purple Spinnaker 2009, [email protected]
Effect of characteristics on participation in, membership of and active hours per week on the social network.
Characteristics Description
Interest some knowledge about and are interested in the subject
Expertise knowledge of subject and looking to develop knowledge further
Inclusivity feel welcome, identify with members and make friends
Personalisation personal level of communication between members
Effectiveness learn from and feedback from community members
Member Experience enjoyment from and competence in using the internet
Familiarity make friends and get to know other members
Participation visit, contribute and respond to other members
Copyright Purple Spinnaker 2009, [email protected]
Ranked Characteristics
Characteristics ParticipationLength of
MembershipHours per
Week
Familiarity Effect Effect Effect
Member Experience Effect Effect No
Inclusivity Effect Effect No
Expertise Effect No Effect
Interest Effect No No
Participation n/a No Effect
Personalisation No No No
Effectiveness No No No
Copyright Purple Spinnaker 2009, [email protected]
• Question 1– Do the characteristics of a social network
impact the level of member participation?
• Question 2– Do the characteristics of the social network
impact the length of membership of the social network?
• Question 3– Do the characteristics of the social network
impact the number of hours spent on the social network each week?
Survey Questions
YES
YES
YES
Copyright Purple Spinnaker [email protected]
Social Networks
Why do Consumers participate?Why should marketers care?
Julie WalkerPurple Spinnaker
Contact: [email protected]: +44 (0) 7887 644 799
