CSDI Toplines

The CSDI/Consumer Sentiment and Demand Index for Singapore – a research initiative by UM Consulting for UM Singapore – is now available for download at this site.

Filed under: Future, Social Issues, Trending Up , 2009 projections, advertising, Future, marketing landscape, social sites

Facebook in Singapore

Facebook has been generating significant press in the past few week – first, with the TOS issues, then the changes in its ‘users’ home-page’, which also are a reflection of their attempt to be a Twitter-like service.

What do we think of this?

Using historical data and Frank Bass’s Diffusion Model, we modeled the potential development of Facebook amongst Singaporeans 15+ in the coming year.  The results are as follows:

 

facebook 2009 evolution in Singapore

First things first:  According to Comscore, at least 40% of Singaporeans have accessed the site in the January.  As it stands right now, facebook as a site is competitive with other sites – and with other media vehicles in the market.

Using Bass diffusion models, we see that 2009 could very well be the  year of Facebook in Singapore.  There is sufficient momentum that the service can leverage to propel it into a more potent brand in Singapore. 

If all things go right with Facebook (and if we looked at Comscore’s Reach Figures as indicators of people who have signed up in the past), the site should be hitting at least 70-80% of the Singaporeans.  Facebook should be engaging at least 70%  of SIngapoerans – connecting one to each other.

What are the critical success levers for Facebook in Singapore?

As with ‘network-based’ engagement models, Facebook needs to strive to create positive experiences for its current base.  How it manages its TOS- and homepage-change issues will be critical.  The more positive the experiences of current facebook users are, the higher the probability of them getting more connections into the ‘network system’.  However, the reverse also holds.

The questions are now:

1. What should Facebook do?
2. How can Facebook further its hold over the market – and monetize these opportunities?
3. How should competitors of Facebook react? 

What do you think?

Filed under: Beyond Marketing, Communications Planning, Digital Planning, Future, advertising, digital trends, technology , 2009 projections, advertising, Future, marketing landscape, recession, Singapore, SNS, social networking, Social Networking Sites, social sites

and just to bring home the point…

Remember this from MINORITY REPORT?

Filed under: Beyond Marketing, Culture, Digital Planning, Future, Social Responsibility, advertising , advertising, Future, privacy