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    UrFooz UrFooz Presentation Transcript

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