Artefact Five – Multimedia Student social network

advertising questionnaire – Evaluation

March 10, 2011

After disappointing results in my image association artefact, I distributed a

questionnaire to 10 multimedia students who had experience of multiple social
networks.

Seven of the students completed the questionnaire. For simplicity, I asked the students
just four questions. The results of the questionnaire were inconclusive.

To the question, “Which social networks are you a member of and your primary reasons
for being a member?”, as expected, Facebook came out on top, being the main social
network indicated in my first artefact questionnaire,

To the question “Have you ever clicked on an advertisement on a social network, if so

why?”, the results were unsurprising. “Interested in the product” “images”, “aesthetics
and good design” all contributed to creating an appealing and effective design, top
reasons for clicking on a social network advertisement.

To the question, “If you’ve never clicked on an advert on a social network why not?”.
The main reasons for not clicking on an advert were “authenticity”, “not who I am”,
“useless”, “annoying and scams and stupid”. It seems that as participants become more
familiar using social networks, participants become more cynical, ignoring
advertisements.

To the question, “Would you like to make any other comments about direct-targeted
advertising on social networks?”, two examples are given:

“Social networks can target a relevant audience in a more efficient way to a traditional
way of branding everyone with the same advert and hoping for the best.”

“I think the adverts are very loosely targeted at us through a few keywords on our
profiles, and are often very useless.”
Conclusively, “interested in the product”, “visually appealing”, “aesthetics”, “relevance
of the product” and “good design” were considerable factors in initial reactions.
Experienced social network users seem more cynical towards  direct advertising.

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Artefact Five – Multimedia Student social network

advertising questionnaire – Analysis
March 6, 2011

Why did I create this Artefact?

After the disappointing results in my image association artefact. Only 20 participants

took part in the  artefact. I decided to distribute a questionnaire, to multimedia
students who had experience of multiple social networks. I am interested in the
opinions of the users. If  they have ever clicked on an advertisement, On what factors
had the most effect, on their initial reaction to an advertisement.

Who is my target audience?

I targeted ten multimedia students who had experience of social networks. I emailed
the students individually inviting them to complete a questionnaire, as being an
experienced user of social networks.

Analysis

I have targeted this artefact at a specific audience, multimedia students who have
experience or use multiple social networks. Seven out of the ten students, completed
the questionnaire. I asked the students four questions, I did not want to bombard the
students with two many questions as I wanted a good response. Through the
questioning, the results of the questionnaire were inconclusive.

To the question, “which social networks are you a member of and your primary
reasons for being a member”, Facebook came out on top this was not surprising as
Facebook was the main social network indicated in my first artefact questionnaire.
However, the results did indicate that three of the students were members of at least
five social networks. The primary reasons for being a member, were the same as
indicated in my first artefact questionnaire, to keep up with friends and family. One of
the students however, indicated they also used social networks to further develop their
career.

To the question, “Have you ever clicked on an advertisement on a social network, if

so why? I am interested in if any of these factors influenced you to click, colour, images
used, font style, interactivity or just the product”. The results were not surprising;
interested in the product, images, aesthetics and good design all contributed to creating
an appealing and effective design, top reasons for clicking on a social network
advertisement.

To the question, “If you’ve never clicked on an advert on a social network why not? I
am interested in targeted advertising; social networks that use your information, does
your information used influence you not to click”. The main reasons for not clicking on
an advert were, authenticity, not who I am, useless, annoying and scams and stupid.
As participants become more familiar using social networks, participants become more
cynical and ignore the advertisements.

Finally, “Would you like to make any other comments about direct-targeted advertising
on social networks? Your opinions matter as an experience user of social networks”.
These were the most interesting points about direct advertising on social networks

“Social networks can target a relevant audience in a more efficient way to a traditional
way of branding everyone with the same advert and hoping for the best.”

“I don’t tend to take much notice of the adverts. I let them wash over me because I’m
on Facebook to be social, not to buy. Only if there’s something that catches my eye like
amazing typography or an image of something/someone I’m interested in appears.”

“I think the adverts are very loosely targeted at us through a few keywords on our
profiles, and are often very useless.”

“I believe we don’t pay for Facebook so therefore we don’t have a say in what they do,
if people don’t like that Facebook target them based on their personal data then they
are free to leave the site and never use it”.

In conclusion, interested in the product, visually appealing, aesthetics, relevance of

the product and good design, played considerable factor in initial reaction. Experience
social network users are more cynical about  direct advertising.
t was an effective questionnaire. A good return with information was achieved. I now know the
basis for my future research: What factors have the most effect on initial reaction to an
advertisement?

48 random people aged 18+ participated. 100% of the participants said, “They were a member
of a social network”.

Re membership, it revealed that surprisingly 100% were on Facebook, 58% on YouTube and
Twitter 54%. In addition, interestingly 39% of participants had been a member of a social
network for more than 5 years, whilst 42% spent 1-2 hours a day on social networks.

Re reasons for belonging to a social network, it was apparent that participants found them
effective for easy interaction with friends and family (83% stay up-to-date with friends, 58%
socializing’s, 46% getting opinions, entertainment, communicating with family and friends).

The results re clicking on a social network product or service advertisement were even, as
expected, 44% said “yes” and 56% said “no”.

Those who had answered, “yes” to the previous question were asked what factors made them
click on the adverts. Unexpectedly, it showed that colour and text style are not important in a
user’s initial reaction, colour 2% and textile received no results. 33% said they were interested
in the product, 19% “none of the above”, 17% “interactivity”, 12% said “interested in the
advert”, “images used” 10%.

However, the questionnaire surprisingly showed that participants are aware of being targeted for
advertising. 92% said “yes” and 8% said “no”. Regarding privacy, 52% said you should have the
option for your information not to be used. 58% of participants said they would not buy anything
that was targeted at them through a direct advertisement.
Results

Through its distribution via social networks and email, a good return was achieved. The
participants were asked to answer 10 questions; the time to complete the questionnaire was 2
minutes. It was important that the questionnaire could be completed quickly. I have found in the
past, that long-winded questionnaires the participants are less likely to complete. 48 random
people aged 18+ participated. 100% of the participants said they were, a member of a social
network. The results were not surprising; the questionnaire was distributed through social
networks. However, I did think that there would have been one or 2% of participants who were
not a member of a social network through direct e-mailing.

Questions were asked, which social networks were you a member of, how long have you been a
member and how much time do you spend on a social network. These were general questions to
understand participant’s social networking habits. The most three popular social networks were
Facebook, YouTube and Twitter. 39% of participants had been on social networks for more than
five years and spent 1 to 2 hours a day on a social network.

A question was also asked, what is your reasons for being a member of a social network, 83%
stay up-to-date with friends, 58% socializing, 46% getting opinions, entertainment,
communicating with family and friends. These results were not surprising, as it is more
convenient to keep up-to-date and contact, with friends and family.

A question was asked have you ever clicked on an advertisement on a social network. To
understand, the percentage of participants surveyed who clicked on social network advertising.
This question was important to the research, if the participants who completed the questionnaire
didn’t click on advertising on their social networks then the research into what factors have the
most effect on initial reaction to a viral advert would not be able to be taken forward to the next
stage, results were even 44% said yes and 56% said no.

For those who had answered yes in the previous question, a follow-up question was asked what
factors made you click on the adverts. Unexpectedly, it showed that colour and text style are not
important in a user’s initial reaction. Colour 2% and text stiles received no results. 33% said
they were interested in the product, 19% none of the above, 17% interactivity, 12% said
interested in the advert, and images use 10%. These results will be further tested, through
artefacts to understand, what factors have the most effect on initial reaction.

A question was asked, are you aware that social networks targeted adverts directly at you,
through your profile and status updates? The questionnaire surprisingly showed that participants
are aware of being targeted for advertising. 92% said yes and 8% said no. This may explain why
56% of participants do not click on advertising on their social networks.

A further question asked about privacy, the question was asked to understand the participants,
understanding of how their information, should or should not be used. 52% said you should have
the option for your information not to be used for direct advertising.

The final question, are you more likely to buy something that has been advertised directly at you
through a social network? 58% of participants said they would not buy anything that was
targeted at them through a direct advertisement. Even though the participants wouldn’t
necessarily by products from a social network they may still click on an advertisement.