The Viability of Social Networking Sites as a Customer Relationship Management Tool

THE VIABILITY OF SOCIAL NETWORKING SITES AS A CUSTOMER RELATIONSHIP MANAGEMENT TOOL WHO WAS OUR TEST GROUP? THE RESEARCH WAS CARRIED OUT OVERA PERIOD OF TWO MONTHS, BETWEEN DECEMBER 201O AND JANUARY 2011. THE RESPONSE RATE WAS 100% AS ALL 200 OF INTERNET ACCES... THE RESEARCH SHOWS THAT THE LARGE MAJORITY TARGETED PARTICIPANTS RESPONDED. (96%) ACESSED THE INTERNET AT LEAST ONCE A DAY. THE MOST COMMON POINT OF ACCESS IS HOME HOME, AND THE MOST POPULAR TOOLS OF ACCESS WORK ARE LAPTOPS AND CELLPHONES. Of 200 surveyed participants, 120 (60%) are male SCHOOL/LIBRARY and 80 (40%) are female. FREE ACCESS POINTS CYBER CAFE OR COFFEE HOUSE AGE TOOL OCCUPATION LAPTOP 72.5% SELF-EMPLOYED 12.5% WHERE DO THEY ACCESS THE INTERNET? 10.5% MOBI STUDENT 55.5% 3.5% EMPLOYED 30.5% DESKTOP OTHER 1.5% FREQUENCY SMARTPHONE 4-7 TIMES A WEEK 3 OR FEWER TIMES A WEEK 90% TABLET ONCE A DAY SOCIAL NETWORK USAGE 10 20 30 40 50 MULTIPLE TIMES A DAY 70 80 INFORMATION PARTICIPANTS HOW LONG HAVE THEY BEEN ON SOCIAL NETWORKING SITES? 200 INCLUDE IN THEIR PROFILES THE TOP 5 MOST USED SOCIAL NETWORKS BY THE DURATION Gender PURPOSE OF USING SOCIAL NETWORKING SITES OVER 3 YEARS PARTICIPANTS WERE, Real Name FACEBOOK, YOUTUBE, 2-3 YEARS 90% Friends LINKEDIN, AND GOOGLE Photos of Self 1-2 YEARS in BUZZ. THE REST HAD LESS Social Events Email Address 6-12 моNянS E 100 THAN HALF THE Entertainment 1-6 MONTHS PARTICIPANTS AS USERS. Home Town/City Info & Opinions LESS THAN 1 MONTH 0.5% Photos of Others hi5 WHEN ARE THE PARTICIPANTS USING THE SOCIAL NETWORKST Sharing media/links Relationship Status 12PM 12AM Making new friends Political Views Business IM Screen Name LINKEDIN YOUTUBE WINDOWS LIVE GOOGLE BUZZ -46% 31% -67% 11%- Time wasting TAGGED FLICKR HIS Phone Numbers TWITTER Event Planning MYSPACE Sexual Orientation Each bar represents 5% of participants Getting freebies OPM Dating/Relationships Each bar represents 5% of participants 60% TYPES OF PAGES/PROFILES FOLLOWED 50% 40% 30% 20% 10% MUSIC PROFESSIONAL ORGANIZATION RADIO STATION MOVIES CELEBRITY FOOTBALL TEAM PRINT MEDIA ELECTRIONICS RELIGIOUS GROUP CLOTHES LOBBY GROUP TV STATION POLITICIAN SHOES JEWELLERY HOTEL PERFUME NONE OTHER IN ORDER TO ESTIMATE THE LEVEL OF CONTACT AND INFLUENCE THAT USERS OF SNS'S HAVE ON VARIOUS GROUPS, WE SOUGHT TO FIND OUT HOW OFTEN THE PARTICIPANTS INTERACTED WITH IN ORDER TO ESTIMATE THE EFFECTIVENESS OF ADVERTISEMENTS ON SNS, WE SOUGHT TO EVALUATE THE VARIOUS THESE GROUPS AND THE PEOPLE THEREIN LEVELS OF RECOMMENDATION, INTERACTION AND THE EFFECTIVENESS THEREOF BETWWEEN THE ADVERTISING GROUPS AND THE PEOPLE THEREIN INVOLVED. SOMETIMES OFTEN NEVER RARELY 125 41 30 SOMETIMES OETEN FREQUENCY OF COMMUNICATION WITH CLOSE FRIENDS NEVER RARELY FREQUENCY OF COMMUNICATION WITH FAMILY 1 RATE OF BUYING PRODUCTS ADVERTISED 84 39 59 17 1 RATE OF BUYING PRODUCTS RECOMMENDED BY FRIENDS FREQUENCY OF COMMUNICATION WITH FRIENDS o 17 44 62 53 24 42 107 FREQUENCY OF COMMUNICATION WITH COWORKERS 37 58 59 32 14 73 43 64 15 5 RATE OF RECOMMENDING PRODUCTS TO FRIENDS FREQUENCY OF COMMUNICATION WITH PEOPLE WHO LIVE FAR AWAY 6 18 45 39 63 42 11 RATE OF VISITING ORGANIZATION AND PRODUCT PAGES TO SEEK INFORMATION 50 59 51 32 8 RATE OF VISITING ORGANIZATION PAGES IN SEARCH OF NEW PRODUCTS 5 16 FREQUENCY OF COMMUNICATION WITH STRANGERS 74 73 33 12 8 |33 39 67 45 RATE OF FOLLOWING LINKS TO AN ORGANIZATION'S WEBSITE WHEN PROVIDED 52 61 53 25 9 RATE OF SEEKING INFORMATION ON WHAT TO BUY AND WHERE TO BUY IT |77 51 33 31 8 RATE OF PROVIDING FEEDBACK TO ORGANIZATIONS ON THEIR PRODUCTS 56 50 50 32 12 RATE OF ENJOYMENT OF INTERACTING WITH FAVORITE ORGANIZATIONS ON SNSS TOTAL POPULATION SIZE: 200 REASONS FOR JOINING COMMUNITIES, GROUPS, FANPAGES A MAJORITY OF THE PARTICIPANTS, 149 OUT OF 200, 75% THOUGHT THE ADVERTISEMENTS WERE OCCASIONALLY 87% RELEVANT. 37 THOUGHT THAT THEY WERE NEVER RELEVANT AND 14 THOUGHT THAT THEY WERE. OF THE PARTICIPANTS THOUGHT THAT THE ADVERTISEMENTS WERE OF THE PARTCIPANTS WERE AWARE OF THE PRESENCE OF ADS ON THEIR LAST 3 VISITS. WHY THEN 51.5% MAJORITY OF THE PARTICIPANTS RARELY CLICKED ON ADVERTISEMENTS, FOLLOWED BY 27% THAT OCCASIONALLY RELEVANT. 13% THOUGHT THEY WERE NEVER CLICKED ON THEM SOMETIMES. 19.5% NEVER CLICKED RELEVANT WHILE 7% THOUGHT THEY WERE ALWAYS RELEVANT WERE THEY SKIPPED? ON THEM AND ONLY 2% CLICKED ON THEM OFTEN. 80 "I AM SO USED TO IT; I NO LONGER LOOK AT WHERE IT IS PLACED" 50 70 "IT IS IRRELEVANT ALL THE TIME, I NO LONGER NOTICE IT." 150 "YES. IF IT'S FROM OFFICIAL REPS 60 "NO, I'M ALWAYS CRITICAL OF SUCH INFO "THE MESSAGE IN THE AD IS NOT ALWAYS CLEAR 78% "YES. IF IT COMES FROM MY FRIENDS 120 RELEVANCE "IT IS A RELEVANT, ACTIVE INTERESTING COMMUNITY "I DO NOT SKIP THE ADs BRAND RECOGNITION 57% "YES. ALWAYys "THIS WILL LET ME STAY UP TO DATE WITH THE NEWS "IT 15 от УI4IBLE 32% "I BELIEVE IT WILL GET ME NEW USEFUL CONNECTIONS INTRIGUE I IGNORE IT 20 OTHER GIVEAWAYS T'O LIKE TO HAVE MYy SAY /MEMBERSHIP IS REQUIRED 10 496 60 CELEBRITY ОТНЕР 10 "LEVEL OF TRUST IN INFO OBTAINED ON SNSS ON ORGANIZATIONS/PRODUCTS 30 REASONS WHY THEY SKIP ADS REASONS WHY THEY CLICK ADS SOURCE: RESEARCH DATA "THE VIABILITY OF SOCIAL NETWORKING SITES AS TOOL FOR CUSTOMER RELATIONSHIP MANAGEMENT IN KENYA" BY: BRENDA WAMBUI I CONTACT: [email protected] FACEBOOK FOURSQUARE OTHERS ALWAYS ALWAYS