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  1. 1. urFooz Yi-Wen Huang Hyomi Joeng German Martinez Dolapo Victoria Roberts Aakanksha Wadia  
  2. 2. Background <ul><li>Social networks are popular because humans are social creatures. </li></ul><ul><ul><li>We rely on learning from others and copying behavior </li></ul></ul><ul><li>Social networks are growing in popularity. </li></ul><ul><ul><li>75% of adult internet users visited social networks in December of 2008 alone. </li></ul></ul><ul><li>Members don’t mind ads in relevant contexts </li></ul>Source: WARC, Mintel
  3. 3. Background <ul><li>Membership in multiple networks facilitates information sharing. </li></ul><ul><ul><li>Behavior can be spread by “ordinary folk.” </li></ul></ul><ul><ul><li>Anyone can “start a cascade.” </li></ul></ul><ul><li>Common activities within social networks: </li></ul><ul><ul><li>Upload photos </li></ul></ul><ul><ul><li>Update text content </li></ul></ul><ul><ul><li>Send/post messages </li></ul></ul><ul><ul><li>Watch Video </li></ul></ul><ul><ul><li>Listen to Music </li></ul></ul><ul><li>Other common online activities: </li></ul><ul><ul><li>E-mail: Both personal and business/school. </li></ul></ul><ul><ul><li>Search: For entertainment, news, information, etc </li></ul></ul>Source: AdMap
  4. 4. Consumers  
  5. 5. Target Group <ul><li>Age: 18-24 </li></ul><ul><li>Male AND Female </li></ul><ul><li>College Student </li></ul><ul><li>Internet User </li></ul><ul><li>Separate professional and personal accounts </li></ul>
  6. 6. Secondary Research: Understanding Our Target <ul><li>Behavior </li></ul><ul><li>Use internet frequently </li></ul><ul><li>High usage of P2P programs </li></ul><ul><li>High usage of instant messenger </li></ul><ul><li>High interest in music & music related software </li></ul><ul><li>Use more than one application for a given task </li></ul><ul><li>Attitudes </li></ul><ul><li>Risk-takers/adventure seekers </li></ul><ul><li>Interested in arts </li></ul><ul><li>Don’t like staying at home for quiet evenings </li></ul><ul><li>Worry about self-image & attractiveness </li></ul><ul><li>Like to stand out </li></ul><ul><li>Liberal thinking (profanity & drugs, OK) </li></ul><ul><li>Pursue novelties & change </li></ul><ul><li>Friends are more important than family </li></ul><ul><li>Think there is not too much sponsorship in arts/sports </li></ul>Source: SIMMONS
  7. 7. Primary Research: Results <ul><li>Main online activities: Email, Social Networking and News </li></ul><ul><li>Playing dress up is fun, but it has to be easy to use </li></ul><ul><li>Would like the freedom to choose who they share information with (Privacy) </li></ul><ul><li>Don’t like multiple log-ins </li></ul><ul><li>Like the idea of email notifications in one place </li></ul><ul><li>Like the idea of updating all their social networks through one place. </li></ul><ul><li>Easily influenced by friend recommendations </li></ul><ul><li>Saving things on the card </li></ul><ul><li>Avatar being used for games and digital signatures </li></ul>
  8. 8. Product  
  9. 9. Suggestions: Existing features <ul><li>Video how-to tutorial </li></ul><ul><ul><li>How to connect to other urFooz cards </li></ul></ul><ul><ul><li>Explanation of product benefits </li></ul></ul><ul><ul><li>Difficulty in understanding how to get urFooz points </li></ul></ul><ul><li>Need for ease of navigation </li></ul><ul><ul><li>Redundant links </li></ul></ul><ul><li>Not very aesthetically pleasing </li></ul><ul><ul><li>Cluttered </li></ul></ul><ul><ul><li>Too much movement </li></ul></ul><ul><li>  </li></ul>
  10. 10. Suggestions: New Features (Free Services) <ul><li>Consumers log in to urFooz and automatically get logged on to all their email accounts and SNS. </li></ul><ul><li>Connecting urFooz with game consoles (X-box, PS3). </li></ul><ul><li>Summary of all their emails displayed on the card. </li></ul><ul><li>They are able to update all their status messages on SNS from their urFooz cards. </li></ul><ul><li>The ability to choose who sees what information on urFooz. </li></ul><ul><li>Game applications on urFooz. </li></ul>
  11. 11. Suggestions: New Features (Free Services) <ul><li>Search capabilities: Consumers can directly search on Google, Yahoo etc from their urFooz cards </li></ul><ul><li>Gift cards which can be used in urFooz mall, online, and physically in a partner store. The amount on the gift card is based on the points earned, which can be through </li></ul><ul><ul><li>Mall points </li></ul></ul><ul><ul><li>Gaming points (highest scorer) </li></ul></ul><ul><ul><li>Friend acquisition points (5 points earned/ person acquired) </li></ul></ul><ul><li>Ability to store their credit card information that can be used as and when required. </li></ul><ul><li>Promote local music groups/underground/indie bands. </li></ul>
  12. 12. Suggestions: New Features (Free Services - Monetization through vendors) Feature Monetization Targeted ads on the card CPM, CPC deals Recommendation System: Both urFooz and your friends can recommend music, books, movies etc. Pay per click (PPC) format: when an avatar clicks on say a recommended book. Pre ordering abilities for products like games, music, books, and DVDs. An x amount of fee charged per y amount of orders placed from urFooz. Application downloads Depends on vendor
  13. 13. Suggestions: New Features (Paid Services - Monetization through Consumers) Feature Monetization Professionally created avatars provided by urFooz. $ 5/avatar A virtual hard drive on the urFooz card. $20/person Alert service to phone as a text message (alerts for birthdays, events etc) $5/person/year Sports updates (pick and choose games) $5/person/month $50/person/year Music - local/underground/ indie bands 99 cents/song * Membership packages
  14. 14. Projected Revenue <ul><li>  </li></ul><ul><li>Projected revenue from SU users (in one year): $75,000 (3,000 x $25) </li></ul><ul><li>Actual serious users: 3,000 </li></ul><ul><li>Projected average revenue per person: $25 </li></ul><ul><li>From the mall: $10 </li></ul><ul><li>From other features: $15 </li></ul><ul><li>Projected revenue from vendors </li></ul>Promotion time period 1 year Total SU student population 19,000 Projected product awareness in 1 year (70%) 13,500 urFooz trial percentage (60%) 8,000 Actual serious urFooz users (40%) 3,000
  15. 15. Budget Allocation <ul><li>One year long campaign divided into two phases </li></ul><ul><ul><li>Phase 1: September & October </li></ul></ul><ul><ul><li>Phase 2: Rest of the school year </li></ul></ul>
  16. 16. Budget Allocation <ul><li>Phase 1 </li></ul><ul><ul><li>Budget: $75,000 </li></ul></ul><ul><ul><li>More emphasis on outdoors. Main online activities: </li></ul></ul><ul><ul><ul><ul><li>Listserv e-mail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Display advertising </li></ul></ul></ul></ul><ul><ul><ul><ul><li>YouTube channel </li></ul></ul></ul></ul>
  17. 17. Budget Allocation <ul><li>Phase 2 </li></ul><ul><ul><li>Budget: $75,000 </li></ul></ul><ul><ul><li>More emphasis on online. Main activities: </li></ul></ul><ul><ul><ul><ul><li>Events </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Video ads online </li></ul></ul></ul></ul>
  18. 18. Marketing Strategy: Creative & Media
  19. 19. Fooz U! (“You’ve been foozed!”) <ul><li>“ Foozing” students (confetti, foozed card) </li></ul><ul><li>“ Foozings” will be video taped & foozed people will have an option to broadcast on web (YouTube, email to listserv/friends) </li></ul><ul><ul><li>Hand out will have unique #. </li></ul></ul><ul><ul><li>urFooz Avatar will be ready. </li></ul></ul><ul><li>Daily Orange </li></ul><ul><li>Foozing Requests </li></ul>
  20. 20. Fooz U! <ul><li>Fooz University Seal </li></ul><ul><ul><li>All events and promotional materials will have the “Fooz University” Seal. </li></ul></ul><ul><ul><li>** Except bathroom Stalls. </li></ul></ul><ul><li>  </li></ul>
  21. 21. Media Allocation <ul><li>On Campus </li></ul><ul><li>Internet </li></ul>
  22. 22. On Campus <ul><li>Events </li></ul><ul><li>During Juice Jam, Block Party </li></ul><ul><li>urFooz University ID cards </li></ul><ul><li>Hand outs, urFooz points, shirts. </li></ul>
  23. 23. On Campus <ul><li>Tag bathroom stalls: </li></ul><ul><ul><li>Women: “Haven’t been Foozed in a while? </li></ul></ul><ul><li>– Get help at urFooz.com” </li></ul><ul><ul><li>Men: “Looking for a good Fooz? </li></ul></ul><ul><li>– For a good time visit urFooz.com” </li></ul>
  24. 24. On Campus <ul><li>Other activities: </li></ul><ul><li>Link referral points and rewards for continuing to update urFooz to SuperPlus, university-sponsored “money.” </li></ul><ul><li>Hand out flyers and cards in orientation packages once student is registered and in welcome packets at dorms. </li></ul><ul><li>Painting sidewalk with urFooz card </li></ul><ul><li>Putting lifesize urFooz cards around campus. Students can have their pictures taken and put on the card. </li></ul><ul><li>Bus wraps </li></ul>
  25. 25. Internet <ul><li>Emails via school listserve </li></ul><ul><li>Display Advertising: Facebook/Myspace group, profile, friend requests </li></ul><ul><li>YouTube channel </li></ul><ul><li>Uploads on Fuhu’s website : share with a friend through email (virality) </li></ul><ul><li>SEO/SEM </li></ul>
  26. 26. The End