weCliq

Defining Key Issues in Group Socialization

and Choosing a Primary Market

Presented by:

Christina Chen Simone Liano

Shambhu Koirala Erica Swallow

weCliq Overview

Project Scope

Methodology

Key Findings

Recommendations

Agenda

weCliq Overview

weCliq is a social networking app that enables groups of people to meet and interact via “groupies,” group selfies.

Project Scope

PROBLEM STATEMENT

What key problems exist in the market regarding group socialization and whichgroup of consumers experience this problem the most?

Methodology

Customer Interviews

30-45 minute qualitative interviews

Smartphone-toting college students, 18-24 years old

Discussed…

Photo-taking habits

Socialization norms

Opinions on groupies/selfies

Limited data analysis

Data Analysis 3,050 unique Facebook

photos analyzed on 30 dimensions (90,000+ data points) Type of photo

Occasion

User demographics

Researched two groups Young professionals

College students

Key Findings

College students have ample socialization opportunities.

Interest-driven clubs, mixers, dorm life, sports, classes

Groupies have a more positive reputation than selfies.

Selfies are seen as vane, while groupies are fun and interactive.

College students have bigger problems with scheduling.

They don’t need more friends. Corralling current friends through existing social apps is hard enough.

Customer Discovery Findings

See full customer discovery findings in mid-term presentation.

“Trying to meet new people online is awkward. I feel it's better to be introduced by a friend of a friend.”

Students Prefer Offline…

See full customer discovery findings in mid-term presentation.

65% of interviewees reported having met someone online, but most claimed meeting through friends is preferred. Meeting online still has a stigma.

Enter Facebook Data Analysis

PROJECT GOAL

Analyze 50 most recent photos for 60+ Facebook users in two segments to quantitatively understand group photo-taking habits.

The data echoes that college students don’t have a deep pain point for group socialization.

Young professionals are more diverse in the activities they convey in social media photos.

Our assumption that women take more selfies and groupies was debunked.

Data Analysis Findings

Two’s company.Three’s a crowd.Four’s a party.Five’s a groupie.

The average “groupie” has4.6 people in it.

Hypothesis: Groupies/selfies make up a small portion of photos taken.

Finding: While “staged” group photos are the most popular photo type (54%). Groupies are the second most popular, accounting for 15% of photos. Selfies are least popular, at 4% of photos.

4%15%

13%

54%

14%

Overall Photo Types

Selfie Groupie Self Staged Candid

Groupies are Prevalent

Hypothesis: College students take more groupies/selfies.Finding: Photo types are quite consistent across students and professionals.

3%

17%

15%

53%

12%

Photo Types (Student)

5%

13%

13%

54%

15%

Photo Types (Young Pros)

Photo Types are Consistent

Across Groups

Hypothesis: We weren’t sure which settings would prevail in either group.Finding: >50% of student photos are travel/going out. Professionals are more diverse.

25%

11%

8%26%

14%

9%7%

Student Settings (Total)

14%

13%

8%

28%

17%

12%

8%

Young Pro Settings(Total)

Professionals Have More

Diverse Photo Settings

Professional Group Photos

Are Also More Diverse

Hypothesis: Pros have greater income and thus go out more.Finding: Professionals spend more group time on hobbies/sports/holidays, actually.

37%

14%14%

14%

9%

8%4%

Professional Groupies

44%

23%

11%

5%

3% 10%

4%

Student Groupies

5%

16%

11%

52%

16%

Photo Types (Male)

3%

14%

16%

55%

12%

Photo Types (Female)

Hypothesis: Women take more groupies and selfies.Finding: Types of photos taken is consistent across genders.

Men & Women Have Similar

Behavior

Hypothesis: Women take more selfies and groupies.Finding: Men & students take more groupies. Professionals & men take more selfies.

Groupie Count

6.5 Groupies1.4 Selfies

7.9 Groupies2.5 Selfies

8.1 Groupies1.2 Selfies

6.0 Groupies2.5 Selfies

Target young professionals.

They exhibit greater need to socialize in groups.

Focus marketing towards interest-based use cases.

Young professionals focus their group time on diverse activities.

Consider moving away from “groupie” format.

Groupie format limits potential, since “staged” group photos account for the majority of social media photos.

Recommendations

Thank you!

How do you find out about new apps? Which apps do you use most for meeting up with friends? Have you ever met someone virtually before meeting them

in person? How do you tend to spend your free time? Do you use any online or social platforms to meet new

people? Do you ever take “group selfies”? What do you think a “group selfie” means? What does it

convey?

Appendix 1: Sample Customer

Discovery Interview Questions

During Facebook data collection, the parameters used to categorize individuals were: Age, gender, race, student/working, sexual orientation, marital status, rural/urban, and whether the individual had children.

The parameters used to categorize photos were: Date uploaded, groupie, selfie, group staged photo, group candid photo, self photo, uploaded by subject, number of people in photo, travel, active/sport, food/dining, going out/social/drinks, holiday/life event, professional event/formal, and family.

Appendix 2: Data Dimensions

Appendix 3: “Groupie” Definition

A Groupie is a self-administered photo of a group. Typically, one person holds the camera to snap a shot of a group (e.g. two or more people). 15% of photos in our study were groupies.

Appendix 4: “Selfie” Definition

A Selfie is a self portrait taken by an individual. Typically, she or he holds the camera afar and snaps a shot of herself or himself. Only 4% of photos in our study were selfies, making it the least popular category.

Appendix 5: “Staged” Definition

In our study, “Staged” refers to staged group photos. These photos entail the subjects of the photos posing for the photo. These photos account for 54% of all photos uploaded to Facebook in our study.

Appendix 6: “Candid” Definition

In our study, “Candid” refers to a candid group photo – a group photo that was taken unbeknownst to the subjects in the image. This accounts for 14% of all images in our study.

Appendix 7: “Self” Definition

A photo defined as “Self” in our study refers to a photo of an individual taken by someone else (or on timer from afar). These photos were posted by the subject, but were not self-administered (selfies). 13% of photos in our study fall in this category.

Going out/Social/Drinks: Photos featuring subjects in nightlife or spirited settings, including those in dance clubs, at bars, at house parties, and in typical “going out” mode.

Travel: Photos that emphasize that the subject is traveling, including touristy shots and posed images in front of landmarks or cultural scenes.

Active/Sport: Photos that showcase the subject(s) of the photo in action, including at sporting events (participating or spectating), out in nature (hiking), or on the go (intense walking).

Food/Dining: Photos that feature the subject(s) at meals or eating foods. These include dinners, brunches, breakfast, snack shots, ice cream selfies, and the like.

Holiday/Life Event: Photos that act as a marker of a life event or holiday, including Christmas, Thanksgiving, a birthday, graduation day, a wedding, or the first day of school.

Professional Event/Formal: Photos that entail “dressing up.” Professional events include conferences and work gatherings, while formals include proms, galas, and anything gown-and-tuxedo related.

Family: Photos that emphasize a family setting, particularly with elders or children. Images of the subject with his children, siblings, cousins, parents, or grandparents, for example, fall in this category.

Appendix 8: Setting Definitions

Appendix 9: Data Demographics

Demographic Detail Percentage of Subjects

Male 45%

Female 55%

Student 58%

Young Professional 42%

Urban 75%

Rural 25%

LGBTQ 23%

Heterosexual 77%

Appendix 10: Groupie Occasions

19%

10%

9%40%

12%

4%6%

Groupies by OccasionTravel

Active / Sport

Food / Dining

Going Out / Social /DrinksHoliday / Life Event

Professional Event /FormalFamily

17%

13%

10%

30%

13%

10%

7%

Male Settings (Total)

21%

11%

7%

25%

18%

10%

8%

Female Settings (Total)

Appendix 11: Photo Settings

by Gender