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

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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