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

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  • 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. The Indian Online media space<br /><ul><li> Number of internet users: approx. 45 million (2008)
  • 3. Number of bloggers: approx. 0.4 million blogs (2008)</li></ul>Indian Internet Usage Statistics<br />
  • 4. The Indian Blogosphere <br /><ul><li> 92% Blogs are in English.
  • 5. 50% of all Indian blogs receive 10 visitors or less a week
  • 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. Nominees for the Blogger’s Choice Award :<br />Blogger.com<br />Wordpress.com<br />Multiply.com<br />* In comparison with all websites<br />
  • 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. 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. 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. Blog-Guest writing</li></li></ul><li>Consumer Insights…<br />
  • 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. Where are the bloggers?<br />
  • 14. Where are the bloggers?<br />
  • 15. Who are potential bloggers? <br />
  • 16. Who are potential bloggers? <br />the young,<br /> the educated,<br /> the (not so) rich <br /> and the urban<br />
  • 17. Exploring the mind space..<br />Social networking<br />Serious/Focused<br />Entertainment/General<br />Blogging<br />
  • 18. A blog with a difference<br />We would like our blog site to be…<br />A (not so) personal diary..<br />
  • 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. 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. What we aim for…<br /><ul><li>Better service and more features to existing bloggers
  • 22. Attract non bloggers by making the site entertaining
  • 23. Make it one of the top 5 most visited sites in the long term
  • 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. One stop network platform for event updates, Email and Facebook/ Twitter updates
  • 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. Our Points of Parity are .. <br /><ul><li> Varied Profile Themes
  • 28. Visitor Statistics
  • 29. Filters spam comments
  • 30. Tags to drive user traffic
  • 31. Photo/Video uploads
  • 32. Multiple Language Blogs
  • 33. Individual domain name (xyz.scrawl.com)
  • 34. Voice Publishing
  • 35. Group Blogging
  • 36. Communities
  • 37. Mobile Blog Updates
  • 38. Security Options- Private blogs accessible by members only
  • 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. 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. Gmail and other emails provide updates on Twitter, Facebook, Orkut etc
  • 42. Provide optional updates to users about developments in their Facebook, Orkut and Linked in accounts
  • 43. These updates to be shown on user profile pages on a real time basis
  • 44. Real time applications on stock market index, Live cricket scores, election results etc
  • 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. Selective security enabling specific blogs being visible to selected friends
  • 47. Optional Scrawl updates- each time a friend Scrawl a new update is shown on your profile page
  • 48. Micro Blogging- For those on-the-go to post micro blogs
  • 49. Animated Profile Pics on User Profile Page
  • 50. Dummy’s guide to become a super blogger
  • 51. Dictionary and Thesaurus features
  • 52. Translation software to convert English blog into other languages
  • 53. Sticky options, Reference Tagging options-incase you make a persons reference you want to include
  • 54. Interesting emoticons
  • 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. 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. Import friend options(Gmail, facebook, etc)
  • 58. Friend tagging options available even for non-members of the blog site
  • 59. News papers tie-ups for selected blogs being featured in Editorials
  • 60. Brand sponsored contests wherein bloggers can post entries in the form of write ups, photos, videos
  • 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. Open to non-members: Promote the blog culture
  • 63. Collection series: Compilation of famous blogs across categories from various blogsites
  • 64. Interest group blogging: Popular subjects like cricket, music, movies, celebrities, etc
  • 65. Polling and rewards : Scrawler of the month
  • 66. Personal merchandising : Yardsale
  • 67. Making friends: locating like minded scrawlers
  • 68. Event campaigns/contests
  • 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. Moving on to our PROMOTION OBJECTIVES<br />To attain market leadership in the Indian Blogosphere<br />Target10 million unique users/month (bloggers.com 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. MEDIA MIX<br />
  • 72. By the way, we love <br />Online Marketing<br />and <br />Online Tie Ups…<br />
  • 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. 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. Display Innovations on web portals that we suggest are..<br />
  • 76. Display Innovations [1/2]<br />
  • 77. Display Innovations [2/2]<br />
  • 78. Search Marketing<br /><ul><li>Google Insights show very few people use the word ‘blog’ in their keywords
  • 79. The site has to be designed by SEO experts to gain maximum rankings in results
  • 80. The site can bid for popular keywords like cricket, movie, books, blog etc to get a high ranking in sponsored links
  • 81. Focus on SEO to give it a feel of authenticity</li></ul>Use SEO for blog related keywords<br />Ideal Position<br />
  • 82. Search marketing-Keyword strategy<br />Keyword Strategy<br />Google Trends<br />Cricket vs cricket blog<br />Movie vs Movie blog<br />
  • 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. 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. Social Media and viral marketing<br /><ul><li>Tap high traffic social networking sites like Facebook, Orkut, Twitter, YouTube,
  • 86. Applications on Facebook with a ‘like’ option to create virality
  • 87. Import contact options from Twitter, Facebook, Gmail
  • 88. Scrawl updates on Emails
  • 89. Periodic Viral Videos on YouTube
  • 90. Updates on Twitter every time the user posts a blog on Scrawl
  • 91. Have a dedicated Scrawl Page on Facebook and Orkut
  • 92. Blog Embed feature</li></li></ul><li>Sample Illustration on Facebook..<br />Application on Facebook with a Like option<br />
  • 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. Strategic tie ups with web portals(yahoo, rediff) to outsource their blogging section to Scrawl
  • 95. Online blog Contests sponsored by various blogs to create publicity
  • 96. Partnering with Movie Review, Book and sports sites to lead users</li></ul>Visibility<br /> Websites<br />Scrawl.com<br />Content<br />
  • 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 Scrawl.com<br />Online Gratification – Autographed books from authors like ChetanBhagat, Salman Rushdie, Vikram Seth<br />
  • 98. We also suggest <br />Offline Advertising, <br />Strategic tie ups <br />and <br />Publicity<br />
  • 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 />www.scrawl.com<br />
  • 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 Scrawl.com<br />
  • 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. Company sponsorships
  • 103. Market Analytics
  • 104. Strategic Partnerships
  • 105. Content Recycling
  • 106. Blog Hosting
  • 107. Premium Services/ Updates
  • 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. The Not- so- obvious <br /><ul><li> Market Analytics
  • 110. Company sponsorship
  • 111. Strategic Partnerships
  • 112. Content Recycling
  • 113. Blog Hosting
  • 114. Premium Services/ Updates
  • 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. 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. The Not - so - obvious: 2 <br />Company sponsorships<br /><ul><li>Liason between brands and expert bloggers in the related domain
  • 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. Partner with online service providers like Yatra.com, bookmyshow.com by featuring them in blogs to increase SEO
  • 120. Develop online brand marketing applications to virally engage users that can be used on the corporate blogs hosted.
  • 121. Long term plan:
  • 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. Partner with publishers/ newspapers/ magazines to generate content while simultaneously helping bloggers earn revenue
  • 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. In line with trends of recent non fiction books having genesis in author’s blogs
  • 126. Support to budding authors to pilot in micro community
  • 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. 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. Blog Hosting
  • 130. Blog hosting services at $500 per month to big publishers like Om Malik, All Things D, etc
  • 131. Corporate Blog hosting</li></li></ul><li>Monetization: A caveat<br />Value<br />Monetization<br />v/s<br />
  • 132. How much is your platform worth<br /><ul><li>Metcalfe’s Law: Value of a network =square of number of users.
  • 133. Larger networks network externalities competitive advantage.
  • 134. Too much advertising = Reduction in Consumer Value
  • 135. Delay excess monetizing till the time of diminishing growth or till you are closer to long term stable size
  • 136. Additional considerations to Metcalfe’s law
  • 137. Rank of the social network
  • 138. Affinity between users</li></li></ul><li>
  • 139. Happy Scrawling !!<br />

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