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MARKETING MANAGEMENT
Lisbon MBA – FT 2013

Case: Facebook
Harvard Business School
Case 9-808-128 (2011)

Ricardo Cepa

1.Why do people use Facebook and what do they do when they are there ? Since the launch of Facebook , constant updates and needs or wants, triggered this social network, broadening its scope permanentely. To answer the question why people use facebook, I believe the question what is the profile of the users is also necessary to understand. According to a paper published in 2012 (Evans et al., “Facebook Segmentation,” 38), a Facebook´s pipsycograhic segmentation was performed through a partnership between a consultancy company (Psychster Inc) and students in the University of Washington Master of Communication program in Digital Media (MCDM), six types of facebook´s users were identified and distrbuted accordingly to the pie below.

Fans join interest groups based on politics, art, and music, and they often link their Facebook account to other websites. Branders prefer public to private networking, and they often use Facebook as a tool for business, building a personal brand, or accumulating social capital. Social-Searchers employ Facebook to learn about news, media, and entertainment, but they show little interest in apps and games. Influencers share videos, links, and good deals with others, and they rarely use the private forms of messaging or sharing available on Facebook. Gamers are motivated by games, apps, and coupons; they interact with strangers as often as acquaintances, and though fewer in number they log the most time on Facebook. Neutrals are unmotivated by most of Facebook’s features including status updates, and they report being members only to keep connected to the events of family and friends. (Evans et al., “Facebook Segmentation,” 37) Although I believe this is generally a good segmentation, since it links both the reasons why people use facebook and what they do the question is more complex and deep. Facebook which initially started as na alternative to Harvard´s printed student directory, stated several diferences to other existing social networks sites, like the acess restriction to users with na “.edu” e-mail adress, thereby focusing on real-world relationships, with reasonable levels of privacy and creating points of difference to its competitors. In the facebook earlies, Mark Zuckerberg, about this said”… people have information they don´t wnat to share with everyone. If you give people very tight control ver that information they are sharing or who are they sharing with, they will actually share more.” In addition he gave the reason to believe: “One example[of this] is that one-third of our users share thetir cell phone numbers” In my opinion of view this is definitely, the trigger of Facebook´s use . We can name sereval reasons why people use facebook, but ultimately users, regardless their profile want Visibility, “Brand yourself” as a resource, Create and Strengthen bonds and feel part a comunity, without disregarding a certain privacy level. Depending on the users profile , many this can be done while on the facebook Highlight a product, Find new projects and clientes,  Hang with other influencers, Tell your company’s story, Find partners, Get answers faster, Create a resource depositary, Develop your company culture, Better hires, Marketing research, Play games, Post photograhps, Chat with friends, set up meetings for all friends with details attached in a a few second and so forth. The fact that nowadays companies can actually pull information from current and possible customers is a powerful and nwe tool.Without the emotional detached its success wouldn´t be the same. My Space is na example of this phenomenon. Myspace has been formed with entertainment and music in mind and set in more for professiona uses. Facebook, on the other hand, With Facebook, the interface is based around...
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