Directi Case Study Contest 2010- XLRI ViniVidiVici

Case Study Contest
Team Name : ViniVidiVici
XLRI, Jamshedpur
Neha Gupta
RishabhChindalia
SandeepSingh
Vikram Singh Rathore

PPT Flow
Slide 2
Team ViniVidiVici, XLRI Jamshedpur

Social Networking Sites
Why Social Networking?
Swap ideas
Post comments/updates
Participate in activities/events
Chit chat
Breaking news
Schedule a date
Follow election results
Serious research
Slide 3

Social Networking Sites – India Perspective
There has been tremendous growth of social networking sites in India
Few of the factors that are contributing to this growth are –
Rise of per capita income
Youth bulge (large chunk of the population lies between 18 – 23 years age bracket)
Rise of mobile phones usage
Slide 4

Location Based Social Networking (LBSN)
If the connection to the home is the ‘last mile’, location based services are the ‘final inch’
Allow users to ‘check-in’ through a smart phone application
Visitors earns points & rewards like a discount
Users provide reviews and tips
Users learn about the spots popular in their social circle
Learn what co-workers/friends are doing
Slide 5

What are they ?
Slide 6

What’s in it for you ?
With GPS capability, target consumers with a higher degree of receptivity with mobile advertising.
Coupons and special deals can be better positioned to consumers.
Rather than segmenting by demographics, behavioural segmentation allows for the right message to get to the right consumers on a real-time basis.
Build word-of-mouth and brand advocacy by allowing users to post reviews, comments and testimonials while interacting with the product at any given moment.
ABI Research Report states that -
Location Based Social Networking to generate $3.3 billion by 2013
Most of the networks make money from licensing and revenue sharing with network providers or handset manufacturers
Slide 7

How do they do it ?
Foursquare
Mobile website & iPhone, Blackberry, Android and Symbian application
Plazes
Partnership with Nokia after Blackberry & iPhone
Gypsii
Deals with Garmin & Samsung
Loopt
Partnership with various US mobile carriers
City Sense
Actual mobile application available only on Blackberry
MobiLuck
Symbian & Windows mobile Smart phone users
Slide 8

How would you grow in India ?
Smart Smartphones
The rise of smartphones that allow Internet access, and participation in social networking sites, grew significantly in recent years
Mobile Internet Users
BCG Report 2010 states that India will reach 237 million mobile internet users by 2015
Social Networking Sites
There has been tremendous growth of social networking sites in India
Slide 9

PPT Flow
Slide 10

Target Segments
THE IMPULSIVES
Age Group : 15 – 18 years (School Goers)
Interest : Gaming
Schwartz Values : Achievement, Stimulation, Personification
McClelland Needs : Need for Affiliation
With decreasing fertility rate in India, Influence of teenagers in family decision making is increasing. Their pockets are getting deeper too.
THE SELF-INDULGENTS
Age Group : 18 – 23 years (College Goers)
Interest : Friendship, Dating, Connectedness
Schwartz Values : Hedonism, Self-Direction
McClelland Needs : Need for Affiliation and Power
Social networking sites like Facebook is primarily used by College students, need for connectivity is highest. Their receptiveness for innovative platforms is high too.
Slide 11

Target Segments
THE SOCIABLES
Age Group : 20 – 30 years (Deal Seekers)
Interest : Knowledge, Sharing, High Social Involvement, Frequent Shopping, Leisure Travelling
Schwartz Values : Social Recognition, Convenience
McClelland Needs : Need for Power
With the rise in double income family in Indian Urban populace, the spending power of this segment is very high
THE DEPENDABLES
Age Group : 25 – 40 years (Office Goers)
Interest : Time Management, Business Travellers
Schwartz Values : Security, Social Recognition
McClelland Needs : Need for Affiliation and Power
This segment has the customers whose rapid naturalisation with our Location Based Social Network (LSBN) would promote our B2B money making business. They are stable and long terms members too.
Slide 12

PPT Flow
Slide 13

Directi LBSN – Scape
An escape
A feeling of freedom
Our services stands for being free but connected
Scape
Symbol stands for being affixed while on move
Slide 14

PPT Flow
Slide 15

Scape Business Model
Scape is a LBSN website & mobile application software & requires the facility of GPS & internet on the smartphones
Inbuilt feature for the new compatible handsets to be manufactured
Freely downloadable for the existing compatible handsets
Phase 1 -Launch
Application developed only for Symbian OS run mobile handsets: Nokia, LG, Samsung, Sony Ericsson
Revenue sharing model with the above handset manufacturers
Phase 2 - Expand
Application later developed for other platforms: iPhone, Android and Blackberry
Revenue sharing model with the above handset manufacturers
Scape
Slide 16

PPT Flow
Slide 17

Scape – User Interfaces Types
Scape
Slide 18

Scapes – Scape’s Virtual Money
Scapes is the virtual Currency on Scape Network
Users could earn it through different means like creating and joining Community pages, traffic feeds and reviews
Users also earn Scapes through a Scape Earning Program: ‘Checking-in’ the locations and updating his status for the same
Certain threshold number of scapes leads to consumers enjoying rewards and discounts
Scape
Slide 19

Community Page
User created scape page for a particular place such as Restaurants, Hotelsetc.
Scape users can become member of a community page by subscribing to it and earn Scapes(virtual money)
The board is collection of scribbles by community members
61 friends indicate that 61 of your friends have subscribed to this page
Members can write reviews about the place which make them eligible for more Scapes(virtual money)
Members can also upload photos and videos on the community page
By going to users can find out whether they can earn Scapesby visiting and pin-up(ing) there location at these places
Scape
The TajMahal Hotel, Mumbai
Reviews
61 Friends
Photos
Follow
Board
Scribble …
TajMahal
Try the new Wasabi at the Sushi Bar.. Happy Hours from 3pm – 6pm… Avail now!!
Neha
Order for Cheese Corn Roll at Masala Kraft (not in menu) ..
Slide 20

Business Board
Deals – These are the B2B offers from Scape
Free Services
Community Page (CP) Update– Businesses have an option to go to their CPwhere they can scribble latest offers for consumers, connect with CP subscriber, update photos and videos on CP too.
Paid Services for businesses
Scapes (virtual money) Status- If business provide certain Scapesto users when they visit their premises and pinup their location then through this tab businesses can check the current Scape balance of all users
Onsite Users- Through this feature Scape will get a list of all the subscriber of its CP who are close to its location. Then it can initiate a one to one communication with them (scape - messaging)
Analytics- This feature will supply market analytics data (demographics, visit frequency etc.) of all subscribers
Scape
Fab India, Greater Kailash – I, Delhi
Community Page Update
Onsite Users
Analytics
Deals
Scape
Scape day on 10/10/10 (10th Oct, 2010).
Click Here for more details
Scape
Scape launches SMS services for onsite users with Airtel.
Click Here for more details
Slide 21

Dashboard
Itinerary
Will have user and their friends updates on the network
Tabs
Pinups – register your current location and share it with your friends
Hotspots – best places to be
Friends – enlist your friends closest to you
Treks – Photo log of you latest explorations
Details of each functionality are covered later
Scape
Neha Gupta
Friends
Pin Ups
HotSpots
Treks
Itinerary
Sandeep
@ Marine Drive, Mumbai
Cool Breeze and a walk with friends.. Awesome..
Paridhi
@ Gucci, Connaught Place
Ooooohhh… Great Collection..
Slide 22

Dashboard – Product Offerings
Pin Up
This would be one of the basic feature of Scape.
When ever you are at some location and you feel to tell your friends about that or earn some Scapesmoney you need to Pin Up yourself to that location
It will also prompt you to update your Twitter, Facebook account, Myspace etc. accounts
Scape
Neha Gupta
Friends
Pin Up
Itinerary
Treks
Pin Up
Your Current Location – East of Kailash, Delhi
Pin Up
Auto Detected Current Location
Follow Up
Slide 23

Hotspots
Tells about all the places (Restaurants, clubs, shops etc.) situated nearby
The display shall entail the users that have liked the community page of that place
Link to community page (displayed by blue arrow on the screen)
Scape
Neha Gupta
Friends
Pin Ups
Itinerary
Treks
Hotspots
Levis , Phase – II, Def Col
Benetton, Def Col
Nizam’s , ArjunMarg, Def Col
McDonalds, Lajpat Nagar
Stone (Lounge and Bar), Lajpat Nagar - II
Slide 24

Friends
Enlists all the friends who are closest (register) to your current location
The order of display is based on recency of the pinup by your friend
Leave a message on your friend’s dashboard or can send them an offer to chat
Scape
Neha Gupta
Friends
Pin Ups
Itinerary
Treks
Friends
ParidhiBhuwania, Mochas
Rosy Oberoi, McDonalds
RishabhChindalia, Nizam’s
Vikram Singh Rathore, Stone
Sandeep Singh, Levis
Slide 25

Treks
Treks
Photo log - Take pictures and upload to your photo log
Travel Challenge - Design your own travel challenge for your friends
Pin-up your self to few places and upload pictures of those places
Create travel challenges with the set of pictures of places which the users visited in his last trip (intra/Inter city) and had pinned up
The travel challenge would be posted on your friends’ Itinerary
Earn Scapes(virtual money) for designing trek challenges and completing challenges made by his friends
Virtual Money have been covered in detail later
Photo Log
Sandeep Singh
Gateway of India
Marine Drive
WTC, Mumbai
Travel Challenge
Slide 26

Neighborhood Search
Neighborhood Search
This is modification of Google search
For example, if a user enter “restaurants” in the search bar, the search results will display relevant restaurants based on the proximity to current location of the user. The current location will also be shown in the results.
Restaurants
Results
Sandeep Singh
Yo! China
Auto Detected Current Location
Le Cafe
Star Grand Villa
Storm Restro Bar
Slide 27

Hitch – Dating Service
It is an application for friendship/dating someone you don’t know
Share profiles with this application
When you are in places like concerts/ stadiums/discotheques and you switch on this application, software will match your profile with that of the other users of this application who are closest to you and have logged into the application at that moment
You will see name and dashboard links of your match
Message/chat to decide meeting location etc.
Step 1 – Update your location
Step 2 – See who is nearby
Step 3 – Meet Up !
Slide 28

Traffic Feeds
If you are on the road and you log on to this application, you can upload traffic feeds
Other users who close to that area and using this application would be able to see your traffic feed
Once people liked your update, you will earn Scapes
This would help them to take an alternative route in case of heavy traffic congestion.
Scape
Neha Gupta
Friends
Pin Ups
HotSpots
Treks
Traffic Feeds
Neha
Your Friends after seeing the traffic feed, will choose different route
Really Bad Traffic!!!!! Avoid the route.. Speed 10kmph!!
Your Current Location – Defence Colony, Delhi
@From – DivyaMarg
@To – Moolchand
Heavy Traffic!! Update on Scape
2 Users Liked your update
Congratulations, 50 Scapes Earned !!
Slide 29

Social Animal
Indicate that you will attend a proposed get-together, or suggest a venue for a proposed get-together etc.
Your plan will get added to application database
The system will connect you with friends-of-friends who have also expressed an interest in attending similar get-togethers
Once a group of friends-of-friends have decided to attend a get together, they might get a surprise group deal offer from the venue
Slide 30

PPT Flow
Slide 31

Scape – Phases Rollout
EXPAND
Expand to more cities
Collaborate with businesses
Build Brand Loyalty
Enrich database
LAUNCH
Gamification
Loyalty program
Increase visibility
Identify avenues to Monetize
Direct Marketing
PREPARE
Value Creation
Content Building
Partnerships
Buzz Marketing
Slide 32

Phase 0 – Value Creation
Content
The 1:9:90 rule says that 90% of all users are consumers, 9% of all users are curators and only 1% of the users are creators
Collaboration
Idea that social media facilitates the aggregation of small individual actions into meaningful collective results
Community
Idea that social media facilitates sustained collaboration around a shared idea, over time and often across space
Cumulative Value
Idea that the social web enables us to not only aggregate individual actions, but also run sophisticated algorithms on them and extract meaning from them
Slide 33

Phase 0 – Content Building
Seeding Social Network (Content Building)
We would make community pages of many famous places of target cities
We would also Build content for Community Pages, Traffic feeds, Hotspots, Social Animal(upcoming events) etc.
Partnership
We would use free sources like Wikipedia to add relevant information on Community Page
Partner with online repositories and information websites
Examples
Indiatimes.com (Bennett - Coleman) : News & upcoming event data
Placesonline.com : Specification about places in each of the cities, we are targeting in Phase 1
Timescity.com : List of restaurant, bars and pubs in 5 of our target cities
Slide 34

Phase 0 – Content Building
Partnership contd…
Symbiotic Model - Using their database while providing them user generated traffic (their link would be shared) (acting as affiliate directory for them)
Purchase Model - We could get into purchase contract with above website to let us use their content for certain period until we generate enough user generated data
Downside
Could be an expensive affair (A very good pitch for Scape would be required to make people understand this new concept)
Slide 35

Phase 0 – Pre - Launch Business Partnership
What
One of the Basic feature of user engagement with brands and places is the ScapeEarning Program.
We would get into Pilot Partnership with businesses for the scape earning program
Examples - Café Coffee Day, McDonalds, KFC, Pantaloons, Westside, Lifestyle
Why
Target Consumers frequent above places
Business like Café Coffee Day and modern apparel retail is based on increasing footfalls, and Scape earning program does that
Strategy
We can offer Pilot Programs to businesses for short time period like three to six months
Downside:
Revenue earned from such Partnership would less in initial months because established brands would have higher bargaining power
Slide 36

Phase 0 – Targeting Innovators
Target Innovators
Opinion leaders on whose opinion further adoption of Scape depends
Advantages
Most will be flattered since we sought their opinion ahead of time (Viral Marketing Opportunity)
Reviews and mentions by influencers on their blogs would help create buzz – and buzz creates traffic
Disadvantages
Any flaw that fails to please any influencer could lead to generation of negative buzz.
Who are these Innovators
Social Media Activist : http://www.gauravonomics.com ?
Strategic Social Media Solutions: http://www.blogworks.in/ ,
Social Media Opinion leaders: http://ritubpant.com
Youth centric blogs: http://youthcurry.blogspot.com/ ,
http://trivialmatters.blogspot.com/ ,
http://www.jammag.com/Youth
Slide 37

Phase 1 – Launch Cities
North Region
Delhi (NCR) | Chandigarh | Ludhiana | Jalandhar
All the cities scores very high on per capita income and are educational hubs
Punjab cities have Internationally minded Indians
Scape will target Impulsives and Self Indulgents
West Region
Mumbai | Pune
Mumbai is the financial capital while Pune is the cultural hub.
Scape will target Self Indulgents and Sociables
South Region
Bangalore | Hyderabad
Both the cities are IT hub.
Scape will target Sociables and Dependables
Slide 38

Phase 1 – Promotion through Gamification
What
“ Integration of game mechanics or game dynamics into community with Scape application in order to drive consumer engagement”
How
Universities Activation Programs
Example – Delhi University Scape Hunt
We would go to different universities in our target cities and would organise scape enabled treasure hunts in which we would hide some clues at different locations in the campus and users would Pinup there location in Scape once they reach that spot . (Treks Product Offering can be used)
Advantage - Promote Direct adoption in TG
City Activation Programs
Example – Pune Scape Hunt 2011
Treasure Hunt which would be organised in entire city and all scape users would be allowed to register and participate in it.
Advantage - Mass Adoption
Slide 39

Phase 1 – Increasing Visibility
Search Engine Optimization
“80% sites are discovered through search engines and about 60% first-time visitors are results of a search”
Team should work upon Search engine optimization, so that Scape gets best ranking in SERPs (search engine result pages)
Paid Search Advertising
The site should bid for popular keyword related to Scape’s product offering like Restaurant, Earn, Free, Dating, Traffic, New, Foursqaure, Places etc.
Contextual Advertising
Special Focus on blogs serving Youth and technocrats on Blogger and Wordpressusing AdSense
Slide 40

Phase 1 – Loyalty Program
Scapes (Virtual Money) Earning Program
We would Colloborate with Businesses in Scapes Earning Program (SEP)
When users would visit a business’s premises which has subscribed to SEP, and pinup his/her location, the user would earn certain Scapes
When the number of these Scapes would surpass a threshold, user can avail few free service or product from user.
Advantage
User incentivisation to use scape
Businesses would get more footfalls
Will generate buzz and viral marketing
Slide 41

Phase 1 – Direct Marketing and Strategic Tie-Ups
Direct Marketing
Outdoor Advertisement in front of Restaurants, Stores, Clubs, Universities etc.
Scape Facts in Metro/bus station
Strategic Media Tie-ups
With newspapers and lifestyle magazine for promoting the concept of Scape and its advantages
Online Websites
Featuring on different Tech and Social media Critiques website to get coverage and favourable reviews
Pinup for exciting offer
Scape
Slide 42

Phase 1 – Social Media Optimization
Social Media Optimization
Other Peoples’ Social (OPS) – Being on Facebook and twitter, having a Page, promoting stories about users, and new upcoming Incentives
Examples -
Aggregating content from Scape and placing it on your Facebook and Orkut pages will give potential visitors a sense of what is on our platform.
Many influential bloggers use Twitter to alert their readers about new content – we can too.
Advantages
Faster and Cheap way to disseminate marketing information
Generates Referrals and Buzz (Viral Marketing)
Slide 43

Phase 2 – Launch Cities for Expansion
North Region
Lucknow | Kanpur | Jaipur
Upcoming cities having high per capita income
Educational hubs
East Region
Kolkata
Metropolitan city of India having high youth bulge
West Region
Indore| Ahemdabad
Upcoming cities of India
Ahmedabad is a textile hub having high per capita income
South Region
Chennai
One of the metropolitans that was left in the 1st phase of Scape Launch
High poitential city having a large youth segment
Slide 44

Phase 2: Scape Expansion Plans
Expansion Strategy
The marketing activates of phase 1 would be continued in phase 2
Scape will launch in few other metros and Tier-1 cities which has been shown before
Adequate changes would be made after getting the feedback. A newer version of Scape will be launched in all the cities including the newer cities
Scape Merchandize
To initiate Top of the mind Brand Recall
Increase visibility to generate WOM
Would be made available at all possible business partners of Scape
Team ViniVidiVici XLRI Jamshedpur
Slide 45

PPT Flow
Slide 46

Scape Viral Marketing Plan
Slide 47

PPT Flow
Slide 48

Moolah Makers - Scapes
Scape Earning Program
Collaboration between companies and Scape
Users, after having earned certain number of Scapes specific to the company, win virtual badges and real life discounts and promotional offers from the company
Company is incentivized by incurring a larger number of footfalls, greater visibility & loyalty
Slide 49

Moolah Makers – On Site Users
Paid facility to the companies
Scape messages to users who liked your community pages
Messages sent when the user is in the vicinity
Messages entail promotional offers & schemes
Slide 50

Moolah Makers – Analytics
Partners-in-action
Enterprisers, consults, marketers and retailers like Café Coffee Day, KFC, Westside, Pantaloons, etc.
The feature captures, analyses and illustrates real time data on shopper’s buying behaviour
Metrics
Most recent visitors
Most frequent visitors
The time of day people check in
Histogram of check-ins per day
Gender breakdown of customers
Break-through for companies looking to deliver personalized and locally relevant content & cross-sell products - Help companies in promotion, selling ads, opening new location
Slide 51

Moolah Makers – Advertisements
Model
Pay per click advertisements
Advertisement bar at the side of the screen
Location based contextual advertisements
Highlights
Promotional offers & schemes, discounts, latest updates and collections
Slide 52

Moolah Makers – Neighborhood Search
Users search for a particular entity in a specific location
Entities include - Restaurants, Pubs, Discos, Retail, Apartments & Real Estate properties
Collaboration with various players of each entity to get them listed
Priority/order in the list to be based on a profit sharing model
Slide 53

Moolah Makers – Social Animal
Featured page entailing the location specific events, conferences, seminars and concerts
Strategic collaboration with the Media and Event Management companies: 360 degrees, Wizcraft, Percept D Mark, DNA Networks, Cox & Kings
Users update their status abut attending the events on the above-said ‘Events’ page
Influence friends to join
Slide 54

Moolah Makers – Merchandizing
Sell badges & T-shirts of the most famous icons and logos for the obsessive users
Slide 55

Thank You !!
Scape
ViniVidiVici
Friends
Pin Ups
HotSpots
Treks
Happy Scaping !!
Slide 56

Directi Case Study Contest 2010- XLRI ViniVidiVici

by Directi Group on Oct 27, 2010

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Directi Case Study Contest 2010- XLRI ViniVidiVici Presentation Transcript