esbn - marketing strategy
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EBSNMarketing Strategy
why
“ I’m tired of all those event invitations on Facebook”
Combined Ticket-Seller
Event Organizing Networks
Living Guides
Event Listing
Websites
events: digital landscape
unmet needs
Social Media
• Strong influence on purchasing decisions for personal entertainment related items
Mobile
• Mobile usage increasing at a faster pace than any other device every year
Youth
• More than 50% of people aged 25-34 use social media at work
trends
Asia
• Main purpose of social networking is to catch up with friends
• Youth vastly use social media for event related purposes
Latin America
• Online population grew faster than any other region over past 3 years
• Social networking accounted for 30 percent of online activity
Middle East
• Post about religion and community issues far more frequently than the rest of the world
• Social media has increased tolerance to opposing views
consumer insights
• Social media saturation leads to a gap between online and offline activity
Socializing Gap
• Consumers access information via different channels
Information Overload
• Personalized and mood-adapting products and services
Diverse Individuals
• Youth constantly want to express themselves via social mediaExpression
• Growing emphasis on location based engagementSoLoMo
Amplify: We give them the
voice to continue the conversation!
Simplify: The only place where event goers need to
access
Simplify and Amplify
the event going experience
idea
what success looks like
50 Million users• 1st year
150 Million users• 2nd Year
what
this is it
WODABI was started by five NYU graduate students, who met in the Integrated Marketing program in 2013.
The name
WODABI takes inspirat
ion from the
Wodaabe
tribe, a subgroup of
an African ethnic group called
the Fulani
in Niger.
The nomadic group is known to gather once a year in September for a festival called the Guérewol where they socialize, barter goods and most importantly for young men to look for brides.
Nomadic Tribe
Region: Africa Language: FulaEducation: No written languagePopulation: 45,000 in 1983
Their tradition = Our inspiration
wodabi.“the one and only hub for events”
the crew
wodabi.Functional Organizational Structure
Human Recourses
CRM Product Development
Website
Mobile
Security
Corporate Developmen
t
Infrastructure
Infrastructure
Engineering
CreativeDirector
Content Specialist
Business Analyst
Advertising
P/R
Communications
Consumer marketing
Financial Analyst
COO CMOCFO
CEO
CIO
our foundations
MissionOur mission is to be
the sole hub of events where users can
explore, socialize and connect. We will
change the traditional way people interact
and share their event experiences using the most advanced social media digital platform.
VisionOur vision is to connect people
together on both a physical and digital
level. We will provide the foundations for our employees to thrive, create and
affect. We will build a global community that
aligns ethics, environmental awareness and
humanity.
ValuesCollaboration:
Leverage the power of shared voices
Integrity: Offer only genuine experiences
Passion: Share the passion and interest in events and socializing
Quality: Offer the best service and
experience
Expression &
social connectio
n
Express yourselfGain respect and statusIncrease your influence
ConvenienceSocialization
Organize yourselfConnection
Localized eventsPersonalized events
Aggregated event experience
Brand Core Values
- User Friendly - Convenience- Connect People- Organization
Brand Personality
- Popular- Trendy- Sociable- Fun- Unique
our essence
wodabi.Brand Pyramid
Simplify
Amplify
our business model
If Facebook is your home and LinkedIn is your officewodabi. is your buddy that takes you out
Events Aggregator Experiential Platform
(pre, during, post)
Primary:
• Social networking
• Events -registry
• Content distribution channel
• Focus on e-commerce
• Currently in Beta
User Base Expectations:"10 million users on day 1 is
the goal."
• Find events + create your own events
• Free & Paid event listing
• 94,074,832 tickets sold
• Main goal is ticket-selling
• Connected to Facebook
“If it’s happening out there, you will find it here”
• 20 million users
• 3.4 million visitors per month
• 5 million local events at any given time
• Biggest age group is <18 (28%)
My Eventful -- personal watch list: interested events
+ friends event/ saved search/Email Alert
• 13.07 million registered members
• 120,650 Meetup groups
• Pay to organize events
• 369,469 Meetup groups
• 10% access through smart phone
• 196 countries
Motto: Use the Internet to get off the Internet
Secondary:
competitor analysis
Aggregating events from event websites such as
Eventbrite, Facebook, Yelp, Zvents, Songkick, Last FM,
etc.
Photo sharing app for events “During or after your event,
sharypic helps you gathering all the photos in
one place.”
swot analysis- Utilization of other current social networks- One stop shop for events- Multicultural team- Gaming element- Partnerships with ticket selling websites- Promotes online & offline social interaction- Variety of events
- Social media platforms are on the rise- Securing unique events- Competition (Website, Mobile App)- Solely event based social network- Uncertainties in global markets- Generally, users stick with what is "familiar”- Local rules and regulations
- Social media platforms are on the rise- No successful social network emphasizing events - Events in Social Media platforms not meeting user needs- Essentially every event will be a marketing campaign for our social network
- Start up- Funding is not secured- Not everybody likes public interaction- Partners not secured- Limited number of exclusive events
inte
rnal
exte
rnal
S
W
O T
the social network that takes you out
wrong we are righting
social media and physical interaction together
we keep handshaking alive..
who are we trying to connect with
Social Media Usage
Source: Euromonitor
Youth Population
targeting males
18 – 25 years oldTech savvyOut-goingUnorganizedNeed to “share”Social media usersValue influenceStay up-to-date
targeting females
18 -25 years oldInfluentialMobile usersUniversity studentsKeep track of their friends activityLooking for a fun gigSeeking convenience
the product
Exclusivity
Woda Points
GenresCalendarLanguage
s
Socialize
Story Based
Events
Connect
Gamification
InfluenceStatus
wodabi.
Let your story begin
- Find events of your interest- Which of your friends are going there- Invite your friends- Purchase your ticket/RSVP- Gather points
Continue the conversation
- Express your excitement- Make arrangements- Auto Check-in- Provide information- Socialize- Post photos, tunes, videos etc
Every Ending signifies a new Beginning
- Conclude your story- Gather points increasing your influential power / strengthen your reputation
PRE DURING POST
user e
ngagement
user experience
Every ending is a new
beginning
Continue the conversation
Start
the
conversa
t
ion
?- 52 Points- woda
newbie
woda lady
Large database of aggregated events.
Access to exclusive events.
Users are able to collect points by attending events. Each event has different points, based on how big the event is and the number of people that are invited to the event.
Mobile app will be available on iOS, Android, that allow users to interact with wodabi. through smart phones and tablets.
Socialize, engage, influence, status, bragging rights, network.
what’s in it for them
how
marketing plan
Marketing StrategyFocus & utilize
college students/graduates
Word of mouth Partnerships Sponsorships
Marketing ObjectivesBrand awareness Alter perception of events from one-time
to a continuous experience
Corporate ObjectivesAcquire 50 million users in year 1
Reach 150 millions users in year 2 Corporate Social Responsibility
Utilize digital and mobile marketing campaignsUse existing social channels to increase brand exposure
marketing tactics
Create Buzz
• Teaser campaigns• Exclusive school
events: Celebrities/ Influencers
• Invitation Sign-Up• Co-Sponsor Victoria’s
Secret Fashion Show
Engagement
• Gamification contests on existing social platform
• Sweepstakes to huge events: Super Bowl, Academy Awards, FIFA World Cup
• Crowdsourcing
Develop Loyalty
• University Brand Ambassadors
• Cooperate with student school clubs
• Exclusive events for universities
• wodabi. weeks in different cities
expansion plan
Phase 1 Phase 2 Phase 3CanadaMexico
USA
FranceGermany
SpainUK
IndonesiaJapan
South Korea
Brazil Russia China
Australia India EgyptSaudi Arabia
partnerships
Aggregating event & ticket selling agencies
for us for them
Win-Win situation
• One stop shop for events
• Credibility• Immediate
access to large user database
• We expand their services
• Access to a wider audience
• Revenue increase
• Nothing to lose, a lot to gain
..we give them the voice
You give them the reason to talk..
timeline: year 1
May – Nov2013
Dec2013
Jan2014
Feb2014
Mar 2014
April2014
May2014
June2014
July2014
Aug2014
Sep2014
Oct 2014
Nov 2014
• Hiring
• Platform Development
• Universities Marketing
• Pre-launch Marketing Buzz
• Invitation only (US & Canada)
• Celebrity endorsers per genre (Kings/Queens)
• University Brand Ambassadors
• Exclusive university events
1,500,000
5,000,000
15,000,000 30,000,00050,000,000
• Mexico launch
• Brazil launch
• Brand ambassador program in Mexico & Brazil
• No longer invitation only
• Australia launch
• Brand ambassador program in Australia
• wodabi. week in NYC, Montreal and Rio
• Venues/parties, fashion events, sports tournament, music
Users
timeline: year 2
Dec2014
Jan2015
Feb2015
Mar 2015
April2015
May2015
June2015
July2015
Aug2015
Sep2015
Oct 2015
Nov 2015
• France, Germany, Spain, UK launch
• Russia launch
• Brand ambassador program in Europe
75,000,000 100,000,000125,000,000
150,000,000
• India launch
• Brand ambassador program in India
• China launch
• Open office in China
• Brand ambassador program in China
• Indonesia, Japan, South Korea launch
• Egypt, Saudi Arabia launch
• Brand ambassador program in Asia-Pac & Middle East
2016
Users
marketing budget
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
Quarterly Marketing Budget Allocation
Outlined Marketing Activities
Digital Marketing (Social, Banner
etc..)
Brand Ambassador Packages
Presence booth @ expo / event
wodabi city week event in NYC
wodabi city week event in
Montreal
wodabi city week event in Rio
Exclusive Wodabi events
Co-Sponsor of Victoria Secret's
Fashion Show
CSR
wodabi city week event in NYC
wodabi city week event in
Shanghai
wodabi city week event in London
wodabi city week event in Rio
financials
Sep-
13
Oct-1
3
Nov-1
3
Dec-1
3
Jan-
14
Feb-
14
Mar-1
4
Apr-1
4
May-1
4
Jun-
14
Jul-1
4
Aug-1
4
Sep-
14
Oct-1
4
Nov-1
4
Dec-1
4
Jan-
15
Feb-
15
Mar-1
5
Apr-1
5
May-1
5
Jun-
15
Jul-1
5
Aug-1
5
Sep-
15
Oct-1
5
Nov-1
505
1015202530354045
Total Employees (monthly)
Pre-launch Year 1 Year 2
Budget $30,000,000 $50,000,000
Pre-launch Year 1 Year 2IT & Office Equipment $1,321,300 $500,000 $1,500,000Salaries $256,000 $1,719,200 $3,396,800Running Expenses $1,287,000 $2,574,000 $3,603,600Hosting of Platform $15,139 $1,959,351 $8,914,006Marketing Budget $816,000 $19,160,000 $29,664,000Total $3,695,439 $25,912,551 $47,078,406 Remaining Budget
$392,011 $2,921,594
Measure trend for
increase of user
numbers
Friend referrals measurement
New users/connections
(external vs. referrals)
Demand for
events/attendance
Event attendance (first
week, months etc..)
Hours spent on the app,
website/network (per day, week
etc..)
Feedback from
companies/event
promoters
staying on track
wodabi.
Members to create/promote their own events
Integration experience with upcoming technology trends (e.g. Google Glass)
Develop ticket selling platform (future revenue generator)
Creating and hosting virtual events
ongoing development: sustainability
appendixIndex• Challenges -
Facebook• US & EU trends• Latin America
trends• Asia trends• Middle East trends• Global trends• Target Audience
Research• Brainstorming
challenges
China
• Local partner
• Regulatory Issues
Governments
• Privacy Policies
• Monitoring by local governments
Competitors
• Emergence of other social networks
Partners
• Request from partners for royalties
Universities
• Exclusive rights for events
• Feel connected to the event community (through gaming
elements)• User Experience
– More and better tools to record events memories (Album, Diary, Video)
– More ways to gather events details– Broader connections across groups
• Not only within Facebook friends, we go beyond • Better review features (various rating system, opinion of
other users, search filters) • Digitalized event experience (Auto check in, QR code, on-the-
go calendar, etc.)• Access to various events based on connections/ influence
score– Users can demand the events they like based on voting
• A 360° social tool tailored to event goers
how are we different from FB
This is how..
US & EU trends
Map of Smartphone Usage
Source: UM EMEA research (2011)
Top Social Networks
Insights - Mobile Usage
Insights - It's All About Mobile
Latin America trends
key insights: Latin America
•Latin America’s online population grew faster than any other global region in 2011, rising 16 percent to 129.3 million visitors in December 2011.•Google Sites reigned as the most-visited property in December 2011, reaching 123.4 million visitors in the region, while Facebook.com led as the most-engaging web property accounting for 25 percent of all time spent online.•Social networking, which eclipsed portals as the most-engaging web activity in November 2011, accounted for nearly 30 percent of online minutes at the end of the year, an increase of 9.5 percentage points over the past year.•Latin America is home to five of the most engaged social networking markets worldwide. Internet users in Argentina averaged 10.7 hours on social networking sites in December 2011, followed by Chile (9.5 hours per visitor), Peru (8.7 hours), Colombia (7.6 hours) and Mexico (7.1 hours).•Entertainment sites continued to amass visitors in 2011, growing 14 percent to reach nearly 97 percent of all online users in the region. Peruvians, Colombians and Chileans spent the most time on Entertainment sites each averaging more than four hours per visitor at the end of the year.•Online video viewing grew rapidly in 2011 as total videos viewed grew by double digits across Brazil, Mexico, Argentina and Chile, fueled by both an increase in viewing audience and a surge in videos viewed per viewer.•Fueled by the holiday shopping season, online retail visitation jumped 30 percent as more Latin Americans turned to the web to shop and purchase goods and services. Among retail categories, comparison shopping had the highest penetration with nearly 1 in 4 online users visiting these sites in December 2011.•Latin Americans continue to display a strong propensity for search. In 2011, the total number of searches conducted increased 38 percent to more than 21 billion in December. With an average of 173 searches per searcher, Latin America leads the globe in search frequency.•Mobile phones and tablets continue to account for a growing amount of digital traffic, with Puerto Rico leading the region with 7.7 percent of all digital traffic consumed away from a personal computer. Apple led across nearly all markets in share of non-computer traffic fueled by the iPhone and iPad.
Asia trends
Middle East trends
summary
• Tool for political discourse and democracy building• Lebanon, Tunisia, Egypt and Jordan – discuss politics
almost twice the rate of their Western counterparts• Post about religion and community issues far more
frequently than the rest of the world• Social media had made them more tolerant to opposing
views• HOWEVER, they still post about POP CULTURE (at least half
post about Music and Movies)• Social media increases contacts with friends and family• Wodabi in Middle East will enhance how people use social
media in the middle east• Go to this survey
http://menamediasurvey.northwestern.edu/ it’s interactive
global trends
social media landscape (2012)
global internet users
Global Social Consumer
target audience research
audience research – gender
Source: Works Programme of Action for YoutheMarkerter Digital World Atlas
Japan: Youth = 12.6 (9.9%)Users = 95.9 (75.2%)
Russia:Youth = 20.3(14.4%) Users = 65.0 (45.6%)
UK: Youth = 8.1 (13.2%)Users = 45.4 (72.6%)
Canada: Youth = 4.5 (13.3%)Users = 26.0 (76.5%)
Spain:Youth = 4.7 (10.4%)Users = 28.9 (61.8%)
USA: Youth = 44.9 (14.1%)Users = 231.1 (74.0%)
Germany: Youth = 9.2 (11.2%)Users = 55.6 (68.3%)
France: Youth = 7.6 (12.2%)Users = 40.0 (61.2%)
India: Youth = 234.0 (19.3%)Users = 90.0 (7.6%)
China: Youth = 228.7 (16.8%)Users = 513.0 (38.4%)
Saudi Arabia: Youth = 5.0 (18.9%)Users = 24.0 (49.0%)
South Korea: Youth = 6.6 (13.6%)Users = 37.6 (76.9%)
Brazil: Youth = 33.7 (17.3%)Users = 79.0 (40.0%)
Indonesia:Youth = 40.9 (17.6%)Users = 43.1 (17.5%)
Australia: Youth = 3.5 (13.7%)Users = 16.0 (73.7%)
Egypt: Youth = 17.0 (20.2%)Users = 31,2 (35.6%)
* Figures in millions
World Map of Youth Population and Internet Users
(% of Total Population)
target market by language
female audience activation
Why people want to post on Wodabi?
How do we achieve that? Notes
Enough events information Aggregate current available info
Having fun in Wodabi Community Being able to connect to overseas users with common interestsGroup promotionEvent streaming on mobileConnection with other groups
Event streaming (could be only 1min) aims to engage users who are unable to join the event. Through mobile, anytime anywhere.
Connection btw student clubs, ex: NYU basketball team invites Columbia team to a friendly competition)
Friends are on the network Friends referral incentives
Can share to friends who are not on the net work
Incorporate with other social media platform
Review credibility Bloggers/ influencers writing out thereMotivate users to post reviews
We hire event experts or blogger to write reviews for events to increase our credibility. Currently no place for people to find reviews of the events they want to join
Personalized experience posting Photo beautifying appEasy video editing widgets
Engagement with companies and event promoters
Open company profile pageUsers can engage with people at the event (attendee, staff, ambassador)
product development (brainstorming)
• What is it about: It is the first solely event based social network that takes you out of your home. Become a Wodabi
• Features:
o Find events of your interest
o Brand Identity -Young based
o Socialize -let your friends know which events you are attending to (soundcloud concept), Map infographic/histogram of where you have been and where your friends are
o Create your own story for your experience -each event is a new experience, a new story to share, Each story will comprise of three stages -before during and after the event
o Rating system/style. Gather points for each event you attend and increase your level of influence, the more points you Gather the more influential you become -then you take free invitations and other premium offerings from the events' host
o Your profile page adjusts to your wodabi points -your "reputation" increases and drops accordingly,
o In the beginning you become a member with invitation only
o Access to events based on connections/influence score
o Only organizations can set up events. Influencers will also be able to set up based on scores and
o Twitter like platform, upload photos, comments, music, etc
• Profile page (Calendar, Notifications, Genres, Woda points, Different Colors based on level of influence, Kings/Queens, Timeline, Game Element)
• Partnership: with all the ticket selling websites. "You give them the reason to talk, we give them the voice"
• Mobile App: The same features and services provided by the web page.
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