urFooz Yi-Wen Huang Hyomi Joeng German Martinez Dolapo Victoria Roberts Aakanksha Wadia
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
Membership in multiple networks facilitates information sharing.
Behavior can be spread by “ordinary folk.”
Anyone can “start a cascade.”
Common activities within social networks:
Update text content
Listen to Music
Other common online activities:
E-mail: Both personal and business/school.
Search: For entertainment, news, information, etc
Male AND Female
Separate professional and personal accounts
Secondary Research: Understanding Our Target
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
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
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
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
Not very aesthetically pleasing
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
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 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
One year long campaign divided into two phases
Phase 1: September & October
Phase 2: Rest of the school year
More emphasis on outdoors. Main online activities:
More emphasis on online. Main activities:
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.
Fooz University Seal
All events and promotional materials will have the “Fooz University” Seal.
** Except bathroom Stalls.
During Juice Jam, Block Party
urFooz University ID cards
Hand outs, urFooz points, shirts.
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”
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.