Directi Business Case Study Presentation '09 Team BlogGobblers - FMS Delhi


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Directi Business Case Study Presentation '09 Team BlogGobblers - FMS Delhi

  1. 1. Team name: Blog-Gobblers<br />Institute: FMS, Delhi<br />Aditi Bhattacharya<br />Mansi Prasad<br />SonamMadan<br />VaibhavBatra<br />Scrawling your thoughts together….<br />
  2. 2. The Indian Online media space<br /><ul><li> Number of internet users: approx. 45 million (2008)
  3. 3. Number of bloggers: approx. 0.4 million blogs (2008)</li></ul>Indian Internet Usage Statistics<br />
  4. 4. The Indian Blogosphere <br /><ul><li> 92% Blogs are in English.
  5. 5. 50% of all Indian blogs receive 10 visitors or less a week
  6. 6. Men dominate blogosphere in India with around 88% blogs owned by Men</li></ul>Geographical distribution of Bloggers<br />Age distribution of Bloggers<br />
  7. 7. Nominees for the Blogger’s Choice Award :<br /><br /><br /><br />* In comparison with all websites<br />
  8. 8. What are they doing?<br />Revenue Sharing<br /><ul><li> Website pays video up-loaders/bloggers/users based on views they bring to the site
  9. 9. These new users can further drive traffic </li></ul>Information Sharing with Advertisers<br /><ul><li> Advertisers/sponsors can place links/static or dynamic ads on user profiles/pages based on filtered demographics
  10. 10. Affiliate programs</li></ul>Strategic Alliances<br /><ul><li> Tie-ups with mobile service operators, brands (i-phone) and other social networking websites(twitter, facebook etc.) generating indirect traffic for them</li></ul>Monetizing user generated content<br /><ul><li> Making professional blogging into a consulting business
  11. 11. Blog-Guest writing</li></li></ul><li>Consumer Insights…<br />
  12. 12. Redefining blogging need and scope <br />Mass Audience<br />Expression of thoughts, information and opinion seeking<br />Niche Audience, Less scope of expansion<br />Entertainment <br />and <br />Networking<br />
  13. 13. Where are the bloggers?<br />
  14. 14. Where are the bloggers?<br />
  15. 15. Who are potential bloggers? <br />
  16. 16. Who are potential bloggers? <br />the young,<br /> the educated,<br /> the (not so) rich <br /> and the urban<br />
  17. 17. Exploring the mind space..<br />Social networking<br />Serious/Focused<br />Entertainment/General<br />Blogging<br />
  18. 18. A blog with a difference<br />We would like our blog site to be…<br />A (not so) personal diary..<br />
  19. 19. We don’t blog..We “SCRAWL” ..<br />Product Concept<br />Blogging – <br />Scrawl– “to write in a sprawling, careless manner”<br /><ul><li>A platform for bloggers and non-bloggers to express themselves in a casual free-spirited way
  20. 20. A personal page to leave an imprint (your thoughts) in the blogosphere</li></ul>Micro-blogging - <br />Jot<br /><ul><li>Shown as RSS feed- XYZ jotted on your scrawlbook</li></ul>Visit notification – <br />Peek<br /><ul><li>Shown on your personal page – XYZ peeked in your scrawlbook</li></ul>Scrawl your world away…<br />
  21. 21. What we aim for…<br /><ul><li>Better service and more features to existing bloggers
  22. 22. Attract non bloggers by making the site entertaining
  23. 23. Make it one of the top 5 most visited sites in the long term
  24. 24. Maximize the average time spent on the site thus increasing site “stickiness”</li></ul>Our USP<br /><ul><li>Personal diary-cum-planner
  25. 25. One stop network platform for event updates, Email and Facebook/ Twitter updates
  26. 26. Communication forum for like minded interest groups</li></li></ul><li>How do we create COMPETITIVE ADVANTAGE? <br />P.O.P + P.O.D =<br />COMPETITIVE ADVANTAGE<br />
  27. 27. Our Points of Parity are .. <br /><ul><li> Varied Profile Themes
  28. 28. Visitor Statistics
  29. 29. Filters spam comments
  30. 30. Tags to drive user traffic
  31. 31. Photo/Video uploads
  32. 32. Multiple Language Blogs
  33. 33. Individual domain name (
  34. 34. Voice Publishing
  35. 35. Group Blogging
  36. 36. Communities
  37. 37. Mobile Blog Updates
  38. 38. Security Options- Private blogs accessible by members only
  39. 39. Widgets </li></li></ul><li>But what about our P.O.D? <br />Points of Differentiation <br />= <br />Sources of Competitive Advantage<br />
  40. 40. Points of Differentiation <br />POD I<br />POD II<br />One stop shop by updates on developments in other sites where the user has an account<br />Capture User Interests and Lifestyles <br /><ul><li>Net users spend most of their time on e mailing, Social Networking and Information search
  41. 41. Gmail and other emails provide updates on Twitter, Facebook, Orkut etc
  42. 42. Provide optional updates to users about developments in their Facebook, Orkut and Linked in accounts
  43. 43. These updates to be shown on user profile pages on a real time basis
  44. 44. Real time applications on stock market index, Live cricket scores, election results etc
  45. 45. Updates and reminders on events like theatre, parties, concerts, theme nights; launches on a calendar installed on the user home page</li></li></ul><li>Points of Differentiation <br />POD III<br />POD IV<br />Blog related features making blogging User friendly as well as FUN<br />Superior Blogging Experience by Customized Services <br /><ul><li>Customized Audio tracks matching the blog theme
  46. 46. Selective security enabling specific blogs being visible to selected friends
  47. 47. Optional Scrawl updates- each time a friend Scrawl a new update is shown on your profile page
  48. 48. Micro Blogging- For those on-the-go to post micro blogs
  49. 49. Animated Profile Pics on User Profile Page
  50. 50. Dummy’s guide to become a super blogger
  51. 51. Dictionary and Thesaurus features
  52. 52. Translation software to convert English blog into other languages
  53. 53. Sticky options, Reference Tagging options-incase you make a persons reference you want to include
  54. 54. Interesting emoticons
  55. 55. Funky blog responses eg: Thumbs up, Drink a beer, Groan, High 5, etc.</li></li></ul><li>Points of Differentiation <br />POD V<br />POD VI<br />Seducing Non-bloggers by Viral marketing and new features<br />Increasing Blogging Frequency by Interest generating and Rewarding features<br /><ul><li>Non member service- Site homepage includes category wise compilation of famous blogs including those from different platforms
  56. 56. Linking the Profile page with Facebook/orkut /Twitter etc- every time a new scrawl is written, an update on these accounts will be visible to all your friends
  57. 57. Import friend options(Gmail, facebook, etc)
  58. 58. Friend tagging options available even for non-members of the blog site
  59. 59. News papers tie-ups for selected blogs being featured in Editorials
  60. 60. Brand sponsored contests wherein bloggers can post entries in the form of write ups, photos, videos
  61. 61. Live popularity tickers tracking the popularity of the blogger and the same being representative of his blog quality and popularity. Will also attract companies to sponsor the blog page </li></li></ul><li>POD VII<br />Scrawldom<br /><ul><li>Kingdom for social networking for all Scrawlers
  62. 62. Open to non-members: Promote the blog culture
  63. 63. Collection series: Compilation of famous blogs across categories from various blogsites
  64. 64. Interest group blogging: Popular subjects like cricket, music, movies, celebrities, etc
  65. 65. Polling and rewards : Scrawler of the month
  66. 66. Personal merchandising : Yardsale
  67. 67. Making friends: locating like minded scrawlers
  68. 68. Event campaigns/contests
  69. 69. Real-time search engine – aggregate search results from blogs, microblogs, videos and bookmarks</li></li></ul><li>A peek at our Scrawl Book..<br />
  70. 70. Moving on to our PROMOTION OBJECTIVES<br />To attain market leadership in the Indian Blogosphere<br />Target10 million unique users/month ( is around 9 million)<br />Revenue generation model dependent on website popularity therefore low ROI for first few months<br />The site will be a Cost centre initially . Hence, marketing budget to be minimal<br />Concentration on online marketing, strategic tie-ups and viral marketing to gain fast visibility and awareness at a lower cost<br />
  71. 71. MEDIA MIX<br />
  72. 72. By the way, we love <br />Online Marketing<br />and <br />Online Tie Ups…<br />
  73. 73. Online Marketing<br />Innovations on Yahoo, MSN, Rediff, Sify<br />Applications on Orkut, Facebook, <br />BigAdda, Ibibo<br />Search Engine Marketing on competition and relevant keywords<br />Video Advertsing on Online Video Streaming Websites<br />Display Media inventory on portals, ad networks<br />
  74. 74. Online Marketing Plan<br />Type of Online Advertising<br />Search Marketing<br />Viral Marketing/Social Media <br />Online Tie-ups<br />Display/ Banner Advertising<br />Advertising Objectives<br />Generate relevant traffic, focus on conversions<br />Word of mouth Publicity<br />Leverage on the popularity of other sites<br />Visibility/Awareness/Blog Recall<br />Timelines<br />Perennial<br />Periodic<br />Need based<br />Heavy during the initial Phase<br />
  75. 75. Display Innovations on web portals that we suggest are..<br />
  76. 76. Display Innovations [1/2]<br />
  77. 77. Display Innovations [2/2]<br />
  78. 78. Search Marketing<br /><ul><li>Google Insights show very few people use the word ‘blog’ in their keywords
  79. 79. The site has to be designed by SEO experts to gain maximum rankings in results
  80. 80. The site can bid for popular keywords like cricket, movie, books, blog etc to get a high ranking in sponsored links
  81. 81. Focus on SEO to give it a feel of authenticity</li></ul>Use SEO for blog related keywords<br />Ideal Position<br />
  82. 82. Search marketing-Keyword strategy<br />Keyword Strategy<br />Google Trends<br />Cricket vs cricket blog<br />Movie vs Movie blog<br />
  83. 83. Search marketing-Keyword strategy<br />Brand and Tactical keyword strategy<br />Cluster<br />Sample<br />Keywords<br />Ad copy<br />Scrawl: Create your free blog<br />The best blogging features to give <br />you a never before blogging experience<br />Blog, Blogging, Blogger,<br /> movie blogging, <br />cricket blogging, articles,<br />reviews<br />Blog (Search Engine<br /> optimization)<br />Generic Keyword Strategy<br />Cluster<br />Sample<br />Keywords<br />Ad copy<br />The best blogs on cricket<br />Cricket Scrawls: taking Cricket blogging<br />To the next level<br />Tendulkar, <br />shah rukh khan, matches,<br />A R Rehman, Avataar, <br />Movie Reviews <br />Cricket, movies, songs<br /> (Search Engine<br /> marketing)<br />
  84. 84. Search marketing-Paid Advertising<br />Bid for popular keywords related to cricket, Hindi movies, restaurants, travel and appear on the sponsored results to gain exposure and leverage on popular trends<br />Restrict paid advertising to popular words where you cannot gain a high ranking in organic rankings<br />
  85. 85. Social Media and viral marketing<br /><ul><li>Tap high traffic social networking sites like Facebook, Orkut, Twitter, YouTube,
  86. 86. Applications on Facebook with a ‘like’ option to create virality
  87. 87. Import contact options from Twitter, Facebook, Gmail
  88. 88. Scrawl updates on Emails
  89. 89. Periodic Viral Videos on YouTube
  90. 90. Updates on Twitter every time the user posts a blog on Scrawl
  91. 91. Have a dedicated Scrawl Page on Facebook and Orkut
  92. 92. Blog Embed feature</li></li></ul><li>Sample Illustration on Facebook..<br />Application on Facebook with a Like option<br />
  93. 93. Online Tie-Ups<br />Identify the major site in each category<br /><ul><li>Tie ups with these sites to leverage their popularity and gain publicity
  94. 94. Strategic tie ups with web portals(yahoo, rediff) to outsource their blogging section to Scrawl
  95. 95. Online blog Contests sponsored by various blogs to create publicity
  96. 96. Partnering with Movie Review, Book and sports sites to lead users</li></ul>Visibility<br /> Websites<br /><br />Content<br />
  97. 97. Online Contests on Scrawldom<br /> Online Contest<br /> Scrawl-o-war <br />Online poll for the best blogs on a particular subject and a jury to evaluate the blogs<br />Most visited blogs<br />Bigger Gratification – Get a chance to publish your book with support from<br />Online Gratification – Autographed books from authors like ChetanBhagat, Salman Rushdie, Vikram Seth<br />
  98. 98. We also suggest <br />Offline Advertising, <br />Strategic tie ups <br />and <br />Publicity<br />
  99. 99. Offline Advertising <br />Outdoor Advertising in bookstores and coffee joints<br />Strategic Tie Ups with editorial sections of newspapers where the best blogs are featured<br />Contests organized in various colleges for visibility and brand building<br />Scrawl Facts on Metro/Bus Tickets<br />Scrawl Fact: The Metro runs at a speed of 120 km/hour which is less than the number of blog updates on Scrawl every hour<br /><br />
  100. 100. Offline Advertising demos<br />Scrawl branded bookmarks<br />Tie ups with newspaper editorial sections<br />Branding on coffee shop<br /> tables and Table standees<br />This article is authored by Mansi Prasad<br />Catch her on<br />
  101. 101. The challenge of Monetization <br />Need for a multi channel approach<br />The Obvious !<br />The Not-so-Obvious<br /><ul><li> Advertisements
  102. 102. Company sponsorships
  103. 103. Market Analytics
  104. 104. Strategic Partnerships
  105. 105. Content Recycling
  106. 106. Blog Hosting
  107. 107. Premium Services/ Updates
  108. 108. Merchandising</li></li></ul><li>The Obvious! Advertising <br />In-line <br />advertising<br />Pay per click<br />Ads as applications<br />with scrawler<br /> endorsement<br />Contextual Ads<br />
  109. 109. The Not- so- obvious <br /><ul><li> Market Analytics
  110. 110. Company sponsorship
  111. 111. Strategic Partnerships
  112. 112. Content Recycling
  113. 113. Blog Hosting
  114. 114. Premium Services/ Updates
  115. 115. Merchandising</li></li></ul><li>The Not - so - obvious: 1 <br />Market Analytics<br /><ul><li>Operate self- owned CRM system, by offering in-house analytics dashboard to help brands track conversations within the blogosphere.
  116. 116. Tremendous potential for sale of market data analytics to corporates to monitor, alert, track, prioritize, triage, follow-up, & report on bloggers’ interactions with brands</li></ul>Tour<br />My Analytics<br />Support<br />About Directi Analytics<br />Logout<br />
  117. 117. The Not - so - obvious: 2 <br />Company sponsorships<br /><ul><li>Liason between brands and expert bloggers in the related domain
  118. 118. Fee based model with bloggers who review company products</li></ul>Company<br />Blogger<br />Track Blog<br />Contact <br />Sponsor<br /><ul><li>Launchpad Rewards E.g. Sony sponsoring an unbiased review written by most followed tech-blogger on their yet unreleased gadget[ published in the techie-me column of Scrawldom ]</li></li></ul><li>The Not - so - obvious: 4 <br />Strategic Partnerships<br /><ul><li>Brand alliances
  119. 119. Partner with online service providers like, by featuring them in blogs to increase SEO
  120. 120. Develop online brand marketing applications to virally engage users that can be used on the corporate blogs hosted.
  121. 121. Long term plan:
  122. 122. Alliances with social media like Flickr, YouTube, etc for photo-blogging, audio-blogging, video-blogging, etc</li></li></ul><li>The Not - so - obvious: 4 <br />Content Recycling<br />A) Syndication<br /><ul><li>Syndication service with offline content publishers on one side and the bloggers on the other.
  123. 123. Partner with publishers/ newspapers/ magazines to generate content while simultaneously helping bloggers earn revenue
  124. 124. Future evolution to extend to various domains like music, film.</li></li></ul><li>The Not - so - obvious: 4 <br />Content Recycling<br />B) In-house Publishing<br /><ul><li>Develop in house digital publishing capabilities
  125. 125. In line with trends of recent non fiction books having genesis in author’s blogs
  126. 126. Support to budding authors to pilot in micro community
  127. 127. If successful, carry forward to major publishing houses</li></li></ul><li>The Not - so - obvious: 5 <br />Merchandising:<br /><ul><li>Help bloggers make extra bucks by selling their personally created merchandise through Yardsalesection of Scrawldom
  128. 128. To be sold under brand Scrawlogy to give Branding to bloggers products and Revenue throughcommission on sales </li></li></ul><li>The Not - so - obvious: 6 <br />Premium Services<br /><ul><li>Nominal fee to be charged per user for certain premium services like additional storage space, or a custom web domain.
  129. 129. Blog Hosting
  130. 130. Blog hosting services at $500 per month to big publishers like Om Malik, All Things D, etc
  131. 131. Corporate Blog hosting</li></li></ul><li>Monetization: A caveat<br />Value<br />Monetization<br />v/s<br />
  132. 132. How much is your platform worth<br /><ul><li>Metcalfe’s Law: Value of a network =square of number of users.
  133. 133. Larger networks network externalities competitive advantage.
  134. 134. Too much advertising = Reduction in Consumer Value
  135. 135. Delay excess monetizing till the time of diminishing growth or till you are closer to long term stable size
  136. 136. Additional considerations to Metcalfe’s law
  137. 137. Rank of the social network
  138. 138. Affinity between users</li></li></ul><li>
  139. 139. Happy Scrawling !!<br />