Mba Student
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
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