socialfeed roadmap suggestion

Private & Confidential Copyright © 2008 REALCOM Inc. 1

SocialFeed Product Roadmap Recommendations

Amanda BoazStanford GSB GMIX ProjectSeptember 2008

http://socialfeed.cc/items

Private & Confidential Copyright © 2008 REALCOM Inc.

Outline

SocialFeed Overview

SocialFeed Goals and Metrics

• Typical Internet Metrics

• SocialFeed Long-Term Goals

• Goal Tracking

SocialFeed Product Roadmap Recommendations

• Recommendations Approach

• APIs, Tools and Applications Recommendations

• New Population & Aggregation and End-User Feature Recommendations

• Recommendations Summary

Life Outside of SocialFeed

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SocialFeed is a personalized news application that allows users to easily read news content by subscribing to their favorite news services and by viewing what similar users are reading.

The application is currently focused on providing a simplified, consolidated news services for heavy workers and has a long-term vision of being integrated with Knowledge Market.

SocialFeed Overview

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Typical Internet Metrics

Currently, there are no global standards for web analytics to benchmark SocialFeed’s activity; however the typical internet metrics tend to congregate in 4 different buckets.

As the nature of this project focuses on driving adoption and enhancing the product features, this project will concentrate on the Access and Usage Metrics.

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Financial Margins

Access Metrics Usage Metrics

Technical Performance

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To measure the success of the product development efforts, SocialFeed should be evaluated against 6-month targets, which only be completed after the current state is determined.

Long-term Goals for SocialFeed

Metric Current Target (6 months) AssumptionsAccess MetricsSearch Engine Rankings

SocialFeed

Social Feed

Personalized News

Social Media

Social RSS

Referral Percentages

Direct Access

Search Engine Rankings

RSS Reader

News Sites

Social Networks

Share with Friends

Conversion Rate (Register)

Unique Registered Users

Daily Unique Visitors

Logins per Day

Article Views per Day


Goal Tracking with Google Analytics

Google Analytics can be used to determine SocialFeed’s current state, establish long-term goals and to track SocialFeed’s progress against these goals.

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Benchmarking with Google Analytics

Google Analytics can also be used to benchmark SocialFeed against the small companies within the News Networks and Social Networks categories.

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SocialFeed Product Roadmap Recommendations Approach


Personalized News Competitive Landscape

As of March 2007, TechCrunch listed numerous players in the News Site industry.

And the space continues to grow with additional players, such as:

While a limited number of players have exited the market:

11http://www.techcrunch.com/2007/03/16/whos-taking-on-digg/

http://www.mixx.com/

http://www.crayon.net/

http://my.dailyme.com/top/top_news/

http://www.individual.com/myIssue.php?mode=preview

http://www.feeds2.com/


SocialFeed Recommendation Approach

Seven key SocialFeed competitors were analyzed in determining the marketing and product roadmap recommendations for SocialFeed.

Each competitor was analyzed using the following framework:

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http://www.facebook.com/apps/application.php?id=2412849054&b=&ref=pd_r_a

http://www.mixx.com/

http://images.google.com/imgres?imgurl=http://www.successforyourblog.com/wp-content/reddit-logo.png&imgrefurl=http://www.successforyourblog.com/social-news-are-you-submitted-8-sites-to-broaden-your-traffic&h=62&w=150&sz=7&hl=en&start=1&sig2=zYIGLIB17glWWbm4uIo0bw&usg=__xjJp54_-8xf68oFwLaNA77301T4=&tbnid=BX9b_Fd82LrQRM:&tbnh=40&tbnw=96&ei=ny7HSMngAoKo6wPTmfmJAQ&prev=/images%3Fq%3Dreddit%2Blogo%26gbv%3D2%26hl%3Den


The competitive analysis revealed 3 main categories of personalized news functionality: APIs, Tools & Applications, News Population & Aggregation and End-User Features.

Personalized News Functionality

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News Population & Aggregation End-User Features

Article Capabilities:• Voting • Searching• Tagging• Notes• Report Abuse• Categories• Commenting• Sharing• Saving / Starring

User Profiles:• Picture• Bio• Recommended URLs• Inbox

Friends / Network:• Friend Invitation

– Manually (Separate from Share)– Other Email Accounts

• Friend List

Accessibility:• Mobile Integration• Offline Reading

News Population:• Seeded News Feeds• User-Generated Content:

– URL Submissions– RSS Reader Submissions

Personalized Algorithms:• Individual User Votes• Community Votes• Sharing History• Web Activity• Category Preferences• Similar Profiles• Subscriptions

Sorting:• Most Popular• Most Recent• Recommended• Categories• Saved• Source

Viewing Security:• Public Site• Private Site

APIs, Tools & Applications

Website and Blog Publisher Tools:• Buttons• Badges• Widgets

End-User Tools:• Email Alerts• Gadgets• Social Network Applications

– Facebook– MySpace

• RSS Feeds• Bookmarklet


API, Tools and Application Recommendations


Key personalized news companies are offering APIs, tools and applications to drive adoption and participation.

APIs, Tools and Applications Definitions

Name Definition Intended for: Offered by:

ButtonAllows news readers to submit a website or blog’s content to the personalized news site. If the content already exists, user is sent to comment

Website and blog publishers

• Digg• Reddit• Yahoo! Buzz

• Mixx• StumbleUpon• Newsvine

BadgeCreates the personalized news icon on a weblog or website to redirect users to the personalized news homepage


• Digg • Mixx

WidgetDisplays the personalized news website’s stories on the user’s weblog or website


• Digg• Reddit• Google Reader

• Yahoo! Buzz• Newsvine

GadgetAllows users to view the top personalized news content on their personalized iGoogle homepage (Google’s widget)

End-users • Digg • Google Reader

Email Alert Allows users to receive email alerts from the personalized news site

End-users • Mixx • Newsvine

RSS FeedAllows users to subscribe to the personalized news content using RSS

End-users • SocialFeed• Digg• Yahoo! buzz


Bookmarklet / Toolbar

Vote, submit, and discover the personalized news content all from a toolbar and extension

End-users • SocialFeed• Digg• Reddit• Google Reader


Social Network Application

Allows users to display their personalized news in the social networking community

End-users • Digg• Reddit• Google Reader


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APIs, Tools and Application Recommendations

After analyzing competitors’ functionality, news websites and benchmarking data, email alerts and buttons provide the greatest benefit for driving SocialFeed adoption.

In addition, these two APIs / tools align with the long-term strategy to integrate SocialFeed with the Knowledge Market application.

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Top Recommendation: Email Alerts

In addition to Mixx and Newsvine, 7 out of the 8 analyzed news sites (exception: Newsweek, which is a paid subscription) offer email alerts.

The email alert feature also aligns with the SocialFeed’s target users, as heavy workers may not take the time each day to log into the SocialFeed application.

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http://edition.cnn.com/

http://www.bbc.co.uk/go/blq/mast/home/-/home/d/

http://www.reuters.com/home

http://www.nytimes.com/

http://www.npr.org/

http://www.usatoday.com/

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Top Recommendation: SocialFeed Button

Based on the competitor research, all personalized news sources (except Google Reader) are offering buttons; in fact, many other online community are offering buttons.

The SocialFeed buttons must be proactively rolled out to generate user curiosity and easy adoption. Here are a few suggestions on how to roll-out buttons: Approach Japanese and U.S. websites and blogs directly to include the SocialFeed button; express the click-

through benefits that websites and blogs will receive from SocialFeed Inform current SocialFeed customers about the new features

– Send an email alert to current customers– Include verbiage on the SocialFeed website

Leverage the KM customer-base to add the SocialFeed button Add SocialFeed Button to any Realcom and AskMe blogs Add SocialFeed Button to the SocialFeed team’s personal websites and blogs (i.e., Katsushi’s IT Media blog) Ask Realcom and AskMe employees to add the buttons to their blogs Ask Realcom and AskMe employees to invite their friends to add a button to their websites and blogs

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The two personalized news applications, Digg and Google Reader, that developed Google Gadgets currently have 6,600 and 7,500 Gadget users respectively.

These are higher installs than those of the most prominent social network, Facebook, and iGoogle is more aligned with SocialFeed user demographics.

Secondary Recommendation: Google Gadget

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Personalized news applications and widgets have also been created to interface with social networking communities.

However, Facebook, the most widely used social network by personalized news companies, only sees advertising click-through rates of 0.04%1 and application click-through rates of 0.2- 3.0%2.

Secondary Recommendation: Social Network Applications

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Social Network Community

Personalized News Applications

# of Installs1 # of Active Monthly Users2

# of Active Daily Users1

• Digg• Reddit• Google Reader• Mixx • Newsvine Election’08• StumbleUpon

• 6,216• 184• 500• 150• 120,500• 114,100

• 2,550• 156• 134• 95• 22,756• 33,508

• 89• 11• 5• 1• 685• 1,141

• Digg • Not available • Not available • Not available

1) http://adonomics.com/; 2) www.facebookk.com; 3) http://blogs.zdnet.com/social/?p=2474) http://www.techcrunch.com/2007/08/30/socialmedia-opens-self-serve-facebook-advertising-for-all/

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Secondary Recommendation: Social Network Applications (cont.)

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=

In addition, the user demographics for Social Networks (University students and recent graduates) does not match the user demographics of SocialFeed (heavy workers).

And the current SocialFeed user demographics do not align with the interactive applications that are the most successful in social networking communities.

Thus, an interactive SocialFeed application may be considered in the future when either the SocialFeed demographic changes or Realcom decides to target a different demographic.

Videos GamesPhotos

Social Networks SocialFeed

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News Population & Aggregation and End-User Feature Recommendations


Key personalized news companies are offering different news population and aggregation features to meet the needs of their users.

News Population & Aggregation Definitions

Category Feature Definition Offered by:

Personalization Algorithm

Individual User Votes

Personalized news accounts for which content the users voted that he/she liked and disliked

• Digg• Reddit

• Mixx• StumbleUpon

Community VotesPersonalized news accounts for which content the entire community like and disliked


• Mixx• Newsvine

Sharing HistoryPersonalized news assumes that individual users like the articles they share and includes this in the personalized news algorithm

• Yahoo! Buzz

Web ActivityPersonalized news takes into account individual users web searches and web activity in the algorithm

• Google Reader• Yahoo! Buzz

Viewing Security Public Site

Users are not required to sign into the personalized news site to see the posted content; users are only required to log in to take action (post, comment, vote, etc.) in the community



23Note: Current SocialFeed features are not included


These personalized news companies are also offering advanced article capabilities and user profiles to drive customer satisfaction.

End-User Feature Definitions


Article Capabilities

Voting Users vote up the articles they like best and down the articles they dislike; alternatively users can subscribe to sites they like or hide sites the dislike



TaggingAssociates words with the articles; users can add these tags and then search and sort based on them

• Google Reader• Mixx

• StumbleUpon• Newsvine

Notes Allows users to take notes on a particular article within the application

• Google Reader

Report Abuse Allows users to report inappropriate articles and users to the site administrator

• Reddit• Yahoo! Buzz

• Mixx• Newsvine

User Profiles

PictureUsers upload a picture or avatar to their profile • Digg

• Google Reader• Yahoo! Buzz


BioUsers can write a short description about themselves and their news interests

• Digg• Yahoo! Buzz• Mixx


Recommended URLs

Users can recommend their personal websites / blogs or their favorite websites

• Digg• Mixx

• Newsvine

Inbox A personalized email inbox for users to send and receive email from within the application

• Digg• Reddit




End-User Features Definitions (cont.)


Friends / Networks

Invite Friends Manually

Allows users to send a message inviting their friends (separate from share) to join the personalized news site; users are required to type in the friend’s email address

• Digg• Google Reader• Mixx


Import Email Contacts

Allows users to invite their friends to the personalized news site by importing their exist email contact list and automatically sending invite emails

• Digg• Google Reader


AccessibilityMobile Integration Allows users to easily read their personalized

news on their mobile phones• Digg• Reddit

• Google Reader• Newsvine

Offline Reading Allows users to read their personalized news when they are not connected to the Internet

• Google Reader


In addition, these personalized news companies are offering advanced friend / network features and accessibility alternatives to further drive adoption.


Top Recommendation: Invite Friends

The majority of SocialFeed competitors are allowing registered users to easily invite their friends to the personalized news application.

Allowing SocialFeed users to invite friends manually or through importing email contacts will help drive adoption of the SocialFeed application.

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Top Recommendation: User Profiles

User profiles will instill a sense of ownership in users over their personalized news and will encourage them to remain in the application longer.

SocialFeed should reference KM’s user profiles when developing its user profiles to make it easier for Realcom to integrate SocialFeed with Knowledge Market.

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Top Recommendation: User Votes

Currently, all competitors except Google Reader are allowing users to express what content they like and dislike and incorporating these actions into the personalized news algorithms.

While the current algorithm does an effective job of populating relevant news, users do not transparency or control over how their personalized news is being formulated. A “remove this content” button or sub-categories are alternative methods to provide more control.

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Product Roadmap Recommendations Summary


Before implementing the product roadmap recommendations, usability tests, focus groups and customer interviews should be conducted.

These three activities will make the SocialFeed application more user friendly and will validate the product roadmap recommendations.

Initial SocialFeed Recommendation

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Usability Testing Focus Groups

Customer Interviews


Initial Recommendation: Usability Testing

Usability tests should be conducted in both Japanese and English for all versions of the Internet Explorer, Firefox and Safari browsers.

For example, the Internet Explore tests will reveal that the Add RSS “Create” button does not perform any action and the Settings “Save” button links to a page that cannot be found.

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Initial Recommendation: Usability Testing (cont.)

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In addition, the usability test will reveal that the page layout and footers in Internet Explore do not match the ideal page layout for SocialFeed.


Initial Recommendation: Focus Group

A focus group will allow Realcom to collect feedback from a diverse set of target users on the current SocialFeed application and potential feature enhancements. At the focus group, the individuals will be allowed to talk to each other and brainstorm responses to the questions.

At least one focus group should be conducted with a diverse set of target users before the product roadmap recommendations are developed.

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Sample Questions Include:• Do you understand the concept behind SocialFeed?• Does the login page invite users to register? Should a demo be included?• Would you be more likely to register with a public ID?• Would you like to more detail on how recommendations are calculated?• Would you like more control over how recommendations are calculated?• Is the current layout the best way to manager your subscriptions?• Are there additional questions that should be added to the FAQ?• Does the bookmarklet require additional install instructions?• What additional features would make SocialFeed easier to use?


Initial Recommendation: Customer Interviews

Customer interviews will allow Realcom to collect feedback from a diverse set of current users on the current SocialFeed application and potential feature enhancements.

Several customer interviews should be conducted with a diverse current users before the product roadmap recommendations are developed.

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Sample Questions Include:• What would cause you to log into SocialFeed more

often?• What would cause you to read more content on

SocialFeed?• What additional features would make SocialFeed easier

to use?• What additional APIs & tools would make SocialFeed

easier to use?• Would you make any chances to how you are being

recommended content?• What would help you recommend SocialFeed to your

friends?


Preliminary Product Roadmap Recommendations: Benefit Summary

To summarize, competitor analyses and benchmarking research revealed key enhancements (bold) that should be made to the SocialFeed applications provided they are validated by the focus groups and current customers.

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News Population & Aggregation End-User Features

Article Capabilities:• Voting • Tagging• Notes• Report Abuse• Searching• Categories• Commenting• Sharing• Saving / Starring

User Profiles:• Picture• Bio• Recommended URLs• Inbox

Friends / Network:• Friend Invitation

– Manually (Separate from Share)– Other Email Accounts

• Friend List

Accessibility:• Mobile Integration• Offline Reading

News Population:• Seeded News Feeds• User-Generated Content:

– URL Submissions– RSS Reader Submissions

Personalized Algorithms:• Individual User Votes• Community Votes• Sharing History• Web Activity• Category Preferences• Similar Profiles• Subscriptions

Sorting:• Most Popular• Most Recent• Recommended• Categories• Saved• Source

Viewing Security:• Public Site• Private Site

Gray = Current SocialFeed Features; Bold = Top Priority Product Recommendations

APIs, Tools & Applications

Website and Blog Publisher Tools:• Buttons• Badges• Widgets

End-User Tools:• Email Alerts• Gadgets• Social Network Applications

– Facebook– MySpace

• RSS Feeds• Bookmarklet


The following business case indicates that email alerts, voting, manual friend invitations and user biographies would generate the highest return on investment.

The return on investment depicted in this business case should also be validated during the initial focus group and customer interviews.

Preliminary Product Roadmap Recommendations: Business Case

APIs, Tools & Applications•Email Alerts (Plain Text)News Population & Aggregation: •Individual User VotesEnd-User Features:•Invite Friends: Manual•User Profiles: Bio•Individual Voting

APIs, Tools & Applications:•Button•Email Alert (HTML)

End-User Features:•Invite Friends: Email Accounts•User Profiles: Pictures

APIs, Tools & Applications:•Gadget•Social Network Application (limited)End-User Features:•Report Abuse•Tagging

APIs, Tools & Applications”•Social Network Application (full)News Population and Aggregation:•Public SiteEnd-User Features:•Mobile Integration

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Benefit

High

Lower

Low HighCost, Time


Additional Recommendation: Search Engine Ranking

SocialFeed should also focus on improving the search engine rankings in order to drive new user adoption of the application.

SocialFeed should examine search results from the popular search engines (i.e., Google, Yahoo!) in both English and Japanese and align the results with SocialFeed’s long-term goals.

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Questions


Life Outside of SocialFeed

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We visited many places in Tokyo and in Japan

40


And we spent a lot of time in Asakusabashi

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We saw many famous Japanese sites

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Kinkakuhi Temple, Kyoto Kimono Fashion Show Kotokuin Temple, Kamakura Kabuki

Yomiuri Giants, Tokyo DomeRainbow Bridge, OdaibaGeishas in Gion Corner, Kyoto


Even Sumo Wrestling….Twice!

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Matsua Shrine, Kyoto

Sumo Hall, Ryōgoku


We tried many different Japanese cuisines

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Hand Rolls Fugu Yakitori

SushiSoba

Octopus Okonomiyaki Japanese Sweets


Even Nattou – Not that Bad!

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We learned a lot about the Japanese and Realcom culture

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Mentoring

Appreciative Welcoming

Hospitable & Generous

Open & Laid Back

Inclusive

Thank You Program Welcome Dinner, Asakusabashi Weekly Wednesday Lunches

Lunch: Diverse Levels, Functions Dinner at Ken’s House Weekly Kanji Lessons


And everyone is very social – Kampai!

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Realcom Employees

Thank you for your hospitality and generosity over the past 3 weeks. I really enjoyed getting to know you all, working at Realcom and getting know the Japanese culture. I hope you all can come visit me in California.

Amanda Boaz 9/16/08

Arigato & Thank You!!

socialfeed roadmap suggestion

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