The Social Master is a platform which could add or manage the KOL(Key Option Leader such as YouTuber)'s information and business collaboration records. Social Master belongs to a 2B company AdMaster, so it's clients are all the companies who are willing to pay KOL for advertising, such as big companies or startup with rapid growth speed. The Dashboard is a product of Social Master's, which provides clients a platform to summrizing all the KOLs' information and their business collaboration records.
Where is the conflict?
The giant clients like P&G and L’OREAL have many subbrands (more than 10), and many agencies(more than 8) to help them manage their KOL business. However, clients want to have the right to check all the KOLs and gencies instead of managing them in Excel.
The agencies provide service for many clients at same time by one account, so they cannot give their only account to their clients (our clients as well), because it would leak the other clients' information(some two clients of them are even compatible products.)
How to balance users' and company's goal?
As Social Master is a platform paid by year, so adding a new product Dashboard cannot get money back immediately. However, it could be an attraction for potential clients or could raise up next year's price. What's more, it is a need that clients asked for a long time, so it may decrease our credibility and profession if we still do not create this function.
What's clients' real need?
When I got this work, I started immediately without doubt at all. However, with the deeper digging of it, I found that the logical is not right. Thus, I contact two agencies of P&G and a staff from P&G to find out clients' real need. The truth is that clients do not have some specific purpose to use it, they even won't use it more than once a month, so why do they want that so desperately? They just want a feeling of controlling, want to make agencies feel presure then be more responsible, and get data easier for the annual report. I also interview our consultants about their using advice, because they may the actual users of this product due to the clients ask for data directly from them sometimes. Based on these interview, I build persona of them.
Due to clients' real need and the cost, we decide to make it easy to use but also functional. The platform should have simple but logical architecture. In order to decrease the cost, the showing data should be easy to capture and collect from back-end data base.
Data Architecture(in server)
Based on the Personas and interview, we plan to check KOLs' information by two ways: agency and KOL. We draw the data architecture in server’s way to smooth the logic and data flow.
After the data architecture, we find a tough problem that we cannot collect all the data from the same product only by project name because of the different names given by different agencies.
By agency/product: account; performance; corporation times; followers; daily view; daily interaction; project view; project interaction; project click; price; CPM; CPE; CPC; retweets; comments; thumb up.
By project: account; summary; performance; average view; average interaction; spread level; reliability; cue times; total click; price; CPM; CPE; CPC; retweets; comments; thumb up.
We design three ways to select KOLs. Based on the data requiring and the cost, we attend a meeting with three tpyes users to check if the mocks meet their needs, which using flow is more influence, and then make a decision.
To consider the technique difficulty and the cost of the server from programmer's perspective, and how easy to use from clients, agencies, and consultant's view, and which way would have more business value for future selling from program manager's angle, we choose the second one as the final design.
Business Result in the first month