Ayojak case solution

1. Ayojak
Online Event Solutions
Social Media Marketing – Case 1
Caroline Droit, Alizee Heems,
Clémence Megarbane & Mathieu Cavelius
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2. PART I
OVERVIEW
OF AYOJAK
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3. What is event management industry ? (1/2)
Project management to help create and develop various types of events through 5 steps :
Research Design Planning Coordination Evaluation
Advertisement on the Internet
Use of social media
Technical developments
Mobile applications
Green concept
(Source: www.businessvibes.com)
TRENDS
EMI in India:
INR 8 billion
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4. What is event management industry ? (2/2)
Threat of substitutes Threat of new entrants
Bargaining power of customers Bargaining power of suppliers
• Venue partners or technology
providers
• Highly fragmented
Internal rivalry
• Development of
mobile applications
• In-store purchase
preference
• Low loyalty to brands
• Ex: entrance of
Facebook and LinkedIn
• Annual growth rate 25%
• Many small ventures competing
with major players
• Large choice
• Low product differentiation
• Low cost switching
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5. Presentation and timeline of Ayojak
• Ayojak is an online event management product solution offered by Signure
Technologies Limited which was established in 2007 in India and in the UK
• Ayojak has been serving 10,000+ events from 21 countries and event attendee from
64 countries.
2011: Expanded to Conference
& Fundraising registrations
2009: Became an Event
Ticketing & Solutions platform
2008: Launched as event and
venue listing portal
2010: $50,000
gross sales
2013:
Rebranded
as Explara
2012: $300,000
gross sales
(Source: explara.com)
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6. An end-to-end online solution
Ayojak works hand in hand with the customers to provide them with the best
(Source: explara.com)
solution for the organization of events
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7. Clients
“The market is operating in two specific levels”
B2B
customers
• Organizers of corporate events
• From start-ups to mid-size firms
• Various sectors: entertainment,
technology, sports and business
B2C
customers
• End customers: event attendees
• Young people willing to save time
when looking for an event
• Active on digital and social media
Mr S.Panda
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8. Products
Selling of tickets (online/offline). Safe online payment, promotion
on social media, real-time reporting on sales and attendee data
Free product to help the organization of professional social
events through a RSVP feature on social media platforms
Assistance for the creation of interactive campaigns with the
help of social media. Full digital promotion solution
Product targeting large events organizers with solution for end-to-end
services (registration, logistics, merchandising and so on)
Ticketing
Social
Meets
Event
Promote
Conference
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9. How does Ayojak make money ?
Business model
EVENT
ORGANIZER
AYOJAK
ATTENDEES
Resources:
Word of mouth &
Social Media
$
% commission on
ticket sales
depending on the
pricing offer
$
Different pricing
offers for Event
Promote Products
Ayojak is an intermediary between event organizers and event attendees and
uses word of mouth and social media to reach both
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10. Value propositions
Facilitating online ticket sales
Collecting data on attendees
Providing secure online payment
Being convenient for customers
Providing customer support Offering end-to-end solutions
Raising awareness on social media Being cost effective
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11. PART II
SOCIAL
MEDIA
STRATEGY
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12. The goal of social media for Ayojak
BUILD BRAND AWARENESS
• Use of word of mouth
• Promotion of clients’
events
• Customer engagement
EARN MONEY
• Social media promotion
packages (from basic online
promotion to collection of
data on end-customers)
• Fixed and variable pricing
680 fans on
Facebook
610 followers on
Twitter
OUTSOURCING to a social media agency to focus on core competencies
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13. Assessment of the four primary functions
MONITOR RESPOND
• Collection of customized
demographical data regarding
prospective event attendees
• Building a community thanks to a
few identified influencers
• Use of Twitter to maximize
customer interaction
• Provide effective and reactive
customer support (B2B and B2C)
AMPLIFY LEAD
• Raise awareness of the brand
through the promotion of events
• Use appropriate social media
coverage between Facebook,
Twitter and corporate blog to reach
maximum of targeted customers
• Build trust among customers
(online payment)
• Use of feedbacks to to improve the
offer of products and meet the
expectations of the market
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14. Ayojak within the competitive environment
Wide range of competitors with
the same offer leads to a lack
of differentiation
Low fan base on Facebook compared
to Bookmyshow and MeraEvent
(680 vs. 200 000+ fans)
To gain market shares and visibility, Ayojak needs to improve its content
strategy to make its social media presence more engaging
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15. PART III
CONTENT
STRATEGY
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16. What is content? What is content strategy ?
Content
What ? It is the reason why people come to one’s web-page. There are two types of
web content: text and multimedia.
How ? Companies need to select high-quality content, relevant to their business and
their clients
What for ? Educate, inform and engage with one’s web-based community
“Content strategy evaluates business and customer needs and provides strategic
direction on how improved content and content processes can help to achieve
specific objectives. It’s a continual process of improvement.”
As defined by the Content Marketing Institute
Content
strategy
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17. Ayojak’s type of content : Educate (1/3)
EDUCATE : Give the customers information and news about the brand in order to
build its reputation
The main channel: full articles about
the brand & new features
Limited number of characters that
prevent the brand to get into details
A platform designed to build
relationship more than to educate
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18. Ayojak’s type of content : Inform (2/3)
INFORM: Deliver information about clients’ upcoming events. The blog is not used
for this purpose.
The main channel: use of the
“share” feature to make the
information go viral
Use of the “#” to be linked with
facebook and to facilitate the
sharing of information
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19. Ayojak’s type of content : Engage (3/3)
ENGAGE: Create connection to the customer through showing that the brand pays
attention to its customers and their feedbacks
Effective customer service on Twitter
through high quality and quick answers
to complains and remarks
Very limited customer engagement
(comments and shares)
Very limited customer engagement
even if it is possible to comment the
posts of the brand
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20. Evaluation of the social media content strategy
EDUCATE
• Good focus on the blog
• BUT it could be improved with more interaction and more
entertainment. The blog should also be more accessible
INFORM
• Good visibility on Facebook and Twitter
• BUT The brand suffers from a weak fan and follower base
ENGAGE
• No entertainment at all (videos, games, etc)
• No positive discussion about the brand or the products
neither from the event planners or from the customers
• No story telling
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21. Recommendation : S-U-C-C-E-S strategy (1/3)
Simplicity:
Unexpectedness
Concreteness
Credibility
Emotions
Stories
MAIN OBJECTIVES
• Attract larger size clients
• Engage more with customers
• Built brand awareness
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22. Recommendation : S-U-C-C-E-S strategy (2/3)
S-U-C-C-E-S
Simplicity: The name does not recall the core business so we advise to change it to a more
simple one
Ex: Explora is more in line with the idea of discovering new events
Unexpectedness: Create surprise to attract people interest and emotion in order to arouse
their curiosity on a long term basis and to drive immediate and on-going WOM
Ex: Create a flashmob in several big cities that would become cues associated with the brand
(shared on Facebook, Youtube, and Twitter)
Concreteness: Create a clear message and explain the value proposition to the customer
Ex: Share videos of the CEO’s Mr Panda who explains the goals of the brands and its
innovations (Blog, Facebook, Twitter)
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23. Recommendation : S-U-C-C-E-S strategy (3/3)
S-U-C-C-E-S
Credibility: Give life to the positive feedbacks and make sure to answer people request in a
due time with acuity
Ex: Videos of users who share their positive experiences (Facebook)
Emotion: Essential to create a real connection between the brand and the customer and to
get the customer to engage and react to the online content.
Ex: Use of gamification: Photo and video contests during events to be shared on
Facebook/twitter
Story: Importance of storytelling to give context to emotion and make it last
Ex: Show the worldwide presence of the brand thanks to a video that give an overview of
what the brand is capable of.
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24. Recommendation: the marketing plan in 7 steps
Focus on Hub and bridge
Identify what the stakeholder as well as
the customers expect to talk about in
order to focus on it
Brand community centered
on customers experience
Measure the effectiveness of the strategy
through KPIs: fan base, number of sharing
and comments, customer loyalty
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25. Threats from Facebook and Linkedin
Facebook
(+) Easy to create and to access (viral)
(+) Allows engagement/ interaction from customers
(-) Not “professional”
(-) No payment facility
LinkedIn
(+) Professional
(+) Allows engagement/ interaction from customers
(-) No payment facility
(-) Less accessible than Facebook
Conclusion
Facebook and LinkedIn are not a real threat for Ayojak as they do not provide payment
facility and have a clear positioning of social media. The only way for Ayojak to keep up
the pace would be to focus on its new content strategy in order to engage more with its
customers and improve brand awareness among stakeholder and clients.
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26. Conclusion
Thank you
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