Success factors of an Online community in Photography : A research study
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Transcript of Success factors of an Online community in Photography : A research study
GMBA - NOV10 (c) Group 5 2011
Success Factors of an Online Community in Photography
Industry
Group 5
Abhay Raj Mittal (GNOV10IT039)Erick Prajogo (GNOV10IT047)
Garima Saxena (GNOV10IT048)
SP Jain Center of Management
SP Jain Center of Management, Singapore
Applied Research Project
Agenda
Introduction
Objectives
Research approach
Research analysis
Findings
Limitations
Recommendations
ConclusionSP Jain Center of
ManagementGMBA - NOV10 (c) Group 5 2011
Introduction
About online community
Rise in photography industry
Identfying the gap
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Objectives
Study the success factors of Online Community from literature review
Research the success factors from users perspective
How does the company stand to benefit from an Online Community
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Research approach
Secondary data
Questionnaire design
Sampling
Pilot Testing
Primary data Survey Interview
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Research analysis
Data transformation
Cross tabulation
Factor analysis
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
GMBA - NOV10 (c) Group 5 2011
Our Findings
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Framework
SP Jain Center of Management
Brand Value/Sales
Online Community
Purposes of Joining
Attraction of New Members
Collaboration
Demography
60% of Respondents are practicing photography
60% of Respondents are possesing Digital SLR
80% at least aware about basic skill in using camera
Contain different nationalities Indian Singaporean Indonesian
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
GMBA - NOV10 (c) Group 5 2011SP Jain Center of
Management
Purpose of joining
To get unbiased opinion on respondent’s photograph
To get reliable product review
To maintain collection of pictures
To build portfolio and gain exposure
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Purpose of Joining
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Attraction of New Members
Camera knowledge
Suggestion – recruiting members via correct channel
Showcasing photo taken by members
Well designed user interface
Marketplace
Photography experts
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
GMBA - NOV10 (c) Group 5 2011
Attraction of New Members
SP Jain Center of Management
Incentives to collaborate
• Community should be kept active and dynamic
• Respondents are open minded• Promote knowledge based sharing• Not expecting something in return• Improving one skills
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Incentives to collaborate
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
• Camera Equipment• Years of Practice
Dependent Variables
• Purpose of joining as:• Get unbiased opinion• Build portfolio• Product Reviews• Competition• Collection of Pictures• Joined based on
Recommendation
Independent Variables
Ownership of Camera
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
-.400
-.200
.000
.200
.400
.600
.800
1.000 .824
-.295
.771.847 .831
.279
.099
.815
.113
-.223
-.067
.855
1 2
-.200
.000
.200
.400
.600
.800
1.000
.746
.009
.688
.883.745
.177
.028
.755
.299
-.018
.128
.797
1 2
Bridge Camera
Professional DSLR
Ownership of Camera
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Factors
Factors
Ownership of Camera
Experience Level > 4 years
Purp
ose_
unbi
ased
Purp
ose_
Revie
w
Purp
ose_
Compe
te
Purp
ose_
portf
olio
Purp
ose_
Colle
ctio
n
Purp
ose_
reco
mm
end
-.800
-.600
-.400
-.200
.000
.200
.400
.600
.800
1.000
1.200
.960
.087.154
.966
-.162
-.685
.072
.961
.046
-.009
.790
.287
-.033 -.066
.948
.215
.514.589
1 2 3
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Factors
Awareness level
Variables under research :• Awareness level of the
users• Existing members or new
members• Purpose of joiningObservations:• Awareness level affect the expectations from a
community site.• Advanced level users – eager to know the product
developments and reviews.• 53% advanced users already member of multiple
communities. SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Benefits for camera company
Objective to understand the benefits to the company from:
1. The User perspective.2. The Industry
perspective.24% users – Product promotions.40% users – Interested in workshops.78% users – Seek Customer service for their products.
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Benefits for camera company
Benefits:
• Online advertisements – major source of revenue• Product reviews• Better Customer service and Technical support.• Regular Campaigns like Recycle Camera, Workshops,
Photowalks and Online Product promotions.
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Qualitative analysis
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Kodak:1. Efforts to build
strong customer relationship through Social Media.
2. Seeking ways to build Brand.
3. Already initiated in US.
Olympus:1. Various sites in
Singapore2. Less influential Power3. Less ROI4. Online Community –
as Long term investment
Limitations
Multiple nationalities
Limited accuracy
Type of scale used
Focus on users who own Camera.
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Way Forward
Target more respondents
Interview camera show owners
Research on Stock Photography Business
Focus on funneled respondents
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
Conclusion
Success factors of Online Photography Community
Participation and willingness to learn
Target the amateur segment of users
Get closer to the customers
SP Jain Center of Management
GMBA - NOV10 (c) Group 5 2011
GMBA - NOV10 (c) Group 5 2011
Thank you !!
SP Jain Center of Management