Directi Business Case Study Presentation '09 Team Iridium - MDI Gurgaon


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Directi Business Case Study Presentation '09 Team Iridium - MDI Gurgaon

  1. 1. Directi Case Study Solution By: Team Iridium Institute: MDI, Gugaon Team Member: Charanjeet Singh Shruti Nishchal Venkat Siddarth
  2. 2. Increase awareness and adoption levels for blogging Online and Offline marketing initiatives and Business Development plan Monetization Strategies
  3. 4. The Seven Deadly Sins Campaign We propose a campaign called the “Seven Deadly Sins Campaign”, which would form the thrust of our marketing initiatives for Directi The seven deadly sins campaign Establishing target segment for blogging Monetization Strategy IUAIDA
  4. 5. Finders Keepers Losers Weepers
  5. 6. Growth Potential The total Active Internet Users are estimated to be 36 Mn and they would be our target demographic The Growth potential for this particular segment has been outlined below: Growth Potential Worldwide Active Blog Followers Indian Active Blog Followers Worldwide Active Blog Followers 77% of active Internet users read blogs worldwide Active Indian Blog Followers 27% of active Internet users read/check blogs in India Over 88% of users are in the 15-35 Age Group, who are inclined to Social Networking in India. Since, blogging is a form of Social Networking, these users can be converted to bloggers resulting in high growth potential
  6. 7. Blogging Segment Over 88% of users are in the 15-35 Age Group, who are inclined to Social Networking in India. Since, blogging is a form of Social Networking, these users can be converted to bloggers resulting in high growth potential Social Networking Demographics in India Source: HT Mint, December 16 th , 2008
  7. 8. Notice the Difference?
  8. 9. Understanding Consumers: User Profiling User profiling is primarily a mechanism to assign several descriptive features to a user. These include the consumers’ shopping habits, lifestyles, motivations, preferences, demographics and psychographics User Profiling Current User Profiling Suggested User Profiling Current User Profiling Does not take into account the interests and habits of consumers which are not related to primary consumption of the product Suggested User Profiling We recommend a more robust user profiling model which considers the social activities, interactions, interests and habit forming behavior of the consumer which may not necessarily be related to the primary consumption of the product or service
  9. 10. Suggestive User Profiling Recreation Education Profession The graph above illustrates the registration to online communities by the target segment As depicted below, internet users can be classified into sub segments based on their interests through their online activities Source: India Online 2008, Juxt Consult
  10. 11. Strategic Alliances and Partners Techno Geeks Photography Movies Travel Enthusiasts Environmentalists Book Lovers Music Biking Enthusiasts
  11. 12. Understanding Consumers Blogging Trends Usage Patterns Top Blogging Websites Source: Indiaonline, 2008
  12. 13. Interactivity: How consumers can interact with the blogging website The method of interaction determines the customer experience The machine interaction should be easy to use and understand The interpersonal interaction with other bloggers through the blog is extremely important and when there is a similar choice or ideology the bloggers connect and get hooked on Customer Experiential Value Perspective Model Source: The Acceptance of blogs using a customer experiential value perspective; C. J. Keng, H.Y. Ting Interpersonal Interaction Machine Interaction Similarity Aesthetics Playfulness Service Excellence CROI Attitude
  13. 15. Alert: The Seven Deadly Sins Campaign We propose a campaign which seeks to make customers aware of the various topics on which they can blog about. For this we would use the seven deadly sins campaign The aim of the campaign would be to draw the users to “Express” what they “Feel” about various issues The Campaign Blogging Category Focus Blogging Type Focus This aspect of the campaign will look at making the users aware of the different ways in which they can blog/ share content. Eg., Videos, Blogs, Micro blogging etc This aspect would look to entice more and more people to start blogging by telling them about the various things they can blog about Media/ Channel focus The media/ channel focus would look to reach out to the target consumers via the campaign
  14. 16. Media/ Channel Focus: Blogging Category Focus The media/channel focus will essentially have a three pronged focus: Lean back, Lean Forward and Out and About OOH, Malls, Book/Music Stores, Theme parks Mobile Event, gym, disc/ pub, Clubs Newspapers/ magazine RSS Feed, Internet Blog, gaming, contests, Social networking TV, Radio Cinema, Movie on Demand, DVR IPTV, Interactive games Out and About Lean Forward Lean Back We would use a combination of lean back and out and about to alert the consumers about blogging as well as create a better brand visibility for Directi Media vehicles used for Viral campaign Media vehicles used for launch campaign Media vehicles used for both Viral and Launch Campaign
  15. 17. Increase awareness: Blogging Category Focus Initiative Explanation Blog Endorsements Choose a few famous personalities from various walks of life and request them to start blogs on our web site and use them as promoters of blogging. Coffee shops Use coffee shops to place posters and placards and to have small interviews for our blog. They can be given the status of our partners for any event we launch on our website Comic Strip Blogs Have comic strips made as a user generated content to support a cause Tie up with FMCG products There can be tie ups with companies to host their slogan writing competitions , or affirmation writing competitions or any other user generated content activity they wish to take up for their product Anonymous Blogging Invite people to blog on sensitive topics anonymously Blog Paper Choose the most popular blogs and print them out as a news paper(with advertisements) and circulate it in popular hangout joints
  16. 18. Increase awareness: Blogging Type Focus This aspect of the campaign will look at making the users aware of the different ways in which they can blog/ share content. Eg., Video Blogs, Micro blogging, etc Initiative Category blogging Blogging on specific categories which have a definite appeal in India (Bollywood,Cricket,Politics etc.) Explanation Blog debates Have a debate over a topic via the blog hence generating interest when people choose sides and their emotions are mirrored by others Blog commentaries Can invite avid bloggers to comment on a current event (can even be like live commentary in case of events like sports, elections etc.) and share their content Video and audio Blog competitions Have competitions to make videos or audio clips for promoting our blogging website and hosting them on websites like youtube. Story Blog Roles Pick up a story theme and invite people to start writing on the theme and the best addition would be added to the story and the story keeps moving on
  17. 19. Stop the Smog Hear me out Blog for a cause on:
  18. 20. They run for Gold They will knock you out cold They are strong mighty and bold I’ll tell you how the stories Unfold Hear Me out On :
  19. 21. Tell Me Why?!
  20. 22. Viral Marketing <ul><li>Aim : </li></ul><ul><li>The viral marketing campaign focuses on individual sub segments and will look at familiarizing people with the idea of “Category Blogging” </li></ul><ul><li>Methodology : </li></ul><ul><li>The campaign would target the sub segments which are deduced from the user profiling activity </li></ul><ul><li>It would also look to generate awareness about the concept of ‘Category Blogging” </li></ul><ul><li>Outcome : </li></ul><ul><li>The campaign would be a bilateral communication to engage customers and entice them to come and blog over a series of issues with which they identify </li></ul><ul><li>It would look to encourage bloggers to add their own content in response to other people’s content </li></ul>
  21. 27. Desire The Campaign The tie ups with the on ground strategic partners will be used to directly communicate with the strategic groups by conducting activities which appeal to them and generate desire within them Travel Enthusiasts <ul><li>Organize travel camps in holiday spots </li></ul><ul><li>Spread the word online about the camp </li></ul><ul><li>The enthusiasts come together through the on ground partner </li></ul>Photography <ul><li>A photography work shop is organized through the on ground partner </li></ul><ul><li>There could be a theme for the workshop based on which photographs can be taken </li></ul><ul><li>The best shots are posted </li></ul>
  22. 28. Differentiation: Indianised Desi Initiative Indian Languages There are only 40,000 blogs in Indian languages even though there are 10 languages in india with over 30mn speakers Indian events Kavi sammelan , Indian book festivals , navratri on the internet Indian emoticons Hinglish Dictionary Indianised blogging categories Templates Explanation Have Indianized emoticons which mirror Indian emotions Have a hinglish dictionary which would help give a more Indianised feel Blog categories which have an Indian appeal Have Indian templates (Indian cities,temples,etc) which have a greater visual appeal amongst indians
  23. 30. Action: Content <ul><li>The content generated would be the main ingredient in getting traffic and hence increasing revenue </li></ul><ul><li>Our service should be able to ensure this by : </li></ul><ul><ul><li>Categorizing blogs </li></ul></ul><ul><ul><li>Starting blog threads of relevance </li></ul></ul><ul><ul><li>Rewarding and recognizing blogs with superior content and popularity </li></ul></ul>
  24. 31. Action: Monetization The action stage would essentially translate into the user finally becoming a member of the blogging website The action stage would therefore, primarily, deal with monetization strategies We’ve identified four main categories for monetization strategies <ul><li>Blog Sale </li></ul><ul><li>Blog Auctions </li></ul><ul><li>Blog Mergers and Acquisitions </li></ul><ul><li>Personal blogs </li></ul><ul><li>Blog with special features and Access level for content </li></ul><ul><li>Tie up with companies requiring user generated content </li></ul><ul><li>Company blog hosting </li></ul><ul><li>Blog Advisories (User Profiling) </li></ul><ul><li>Advertising </li></ul><ul><li>Blog Prints </li></ul>
  25. 32. Monetization Strategies Blog Sales <ul><li>Sell exclusive rights to a few people to write on a particular topic/event of great importance and sell the blog to them </li></ul><ul><li>(IPL , election, etc. ) </li></ul><ul><li>The blog can work on a revenue sharing basis between the company and the blogger </li></ul>Blog Mergers and Acquisitions <ul><li>If two or three bloggers writing on a similar topic are unable to devote enough time individually they can merge their blogs </li></ul><ul><li>The company can act as an agent in the process by finding a prospective ally and charging a commission </li></ul>
  26. 33. Monetization Strategies Personal blogs <ul><li>The company can give a person his personalized page on the internet. </li></ul><ul><li>It can be accessed only by people whom the blogger has given access to. </li></ul><ul><li>The page will be highly customizable </li></ul><ul><li>The blogger would have to pay for such personal pages which can also be a revenue source </li></ul>Blogs with special features and access levels <ul><li>Popular blogs can have various levels of access </li></ul><ul><li>People may be prompted to pay for the full content of the blog and only summaries are shown to regular users </li></ul><ul><li>The payment can be shared between a blogger and the company </li></ul>
  27. 34. Monetization Strategies Advertising <ul><li>Affiliate Programs - Affiliate programs are where you link to products that others are selling - in return you usually get a small percentage of any sales </li></ul><ul><li>RSS - RSS feeds are one of the most exciting and fastest growing aspects of Blogging </li></ul><ul><li>Adsense- Systems like adsense can also be developed to help in increasing blogging revenue </li></ul>Blog Prints <ul><li>The company can pick its best blogs of the week and come out with a weekly editorial </li></ul><ul><li>The editorial would not only help in popularizing the blog but also act as a revenue stream </li></ul><ul><li>The paper could contain advertisements </li></ul><ul><li>Also it could be offered as a package advertising option to companies along with online ads </li></ul>
  28. 35. Monetization Strategies Company Blog Hosting Tie up with companies OPPORTUNITY PORTFOLIO <ul><li>Internal blog hosting can be done for companies on their intranet </li></ul><ul><li>The blog would help company’s employees to express their thoughts and grievances </li></ul><ul><li>The company can pay the website for maintenance and for any additional features requested </li></ul><ul><li>The blogging service could be used to generated user generated content for companies </li></ul><ul><li>For example bingo had tied up with an online agency to generate its slogans and its ads a similar service could be offered by the company </li></ul>
  29. 36. Mobile Monetization Strategies <ul><li>Micro Blogging : Add a micro blogging feature on the website by tying up with mobile service providers on a revenue sharing basis </li></ul><ul><li>Follower Updates: Update a user following a blog by sending an SMS </li></ul><ul><li>Comments : Allow commenting on blogs via Mobile </li></ul><ul><li>Profile Changes : Enable Profile updates via the mobile </li></ul>With the advent of 3G more and more features can be enabled via mobile and as mobiles have a much higher penetration level they would be able to generate a larger base
  30. 37. Revenue Model
  31. 38. Revenue Model- Bass Model <ul><li>S(t) = [p + (q/m) * N(t-1)] * [m - N(t-1)] = number of new customers in time period t </li></ul><ul><li>M = the total market size in terms of number of people who adopt the service </li></ul><ul><li>N(t-1) = the cumulative number of adopters from time period 1 through time period t-1 </li></ul><ul><li>P = “the coefficient of innovation” or the probability that an innovator will adopt the service at time period t </li></ul><ul><li>q = “the coefficient of imitation” or the probability that a non-innovator will adopt the service as a result of word-of-mouth-marketing and other socially, non-advertising based communications </li></ul>This model helps us to estimate the adoption levels for blogging and hence the number of blogs, which will intern help us in finding the revenue
  32. 39. Revenue Model <ul><li>A double exponential model may be used to estimate the total revenue from our blog based on the amount of traffic. </li></ul><ul><li>Revenue =e ^y </li></ul><ul><ul><ul><li>y= e^a(rank) + B </li></ul></ul></ul><ul><ul><ul><li>rank = rank of the blog </li></ul></ul></ul><ul><ul><ul><li>a,b need to be estimated </li></ul></ul></ul><ul><ul><li>If we go by the data that the top 50,000 blogs generated $500 mn then a(est) = 2.324792 ,b(est) = .00000365 </li></ul></ul><ul><li>A similar model can be used to estimate the projected revenue based on what the actual traffic data achieved is </li></ul>
  33. 40. Revenue Model: Illustration Source: The Chitika blog$ report, 2006
  34. 41. 2 5 3 4 1 Introduce users to the Directi Blog Product via the traditional media campaign and pull them to the website 1 Viral marketing on the website for blogging category awareness 2 3 User profiling: To understand the habits and desires of the target segment and divide it into sub segments Feel.. Think.. Express.. BLOG!! Conduct on ground activities in tie ups with strategic partners 4 5 Generate user content for blogs Monetization
  35. 42. Thank You Team: Iridium Institute: MDI, Gurgaon