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Directi Business Case Study Presentation '09 Team BlogGobblers - FMS Delhi
1. Team name: Blog-Gobblers Institute: FMS, Delhi Aditi Bhattacharya Mansi Prasad SonamMadan VaibhavBatra Scrawling your thoughts together….
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3. Number of bloggers: approx. 0.4 million blogs (2008)Indian Internet Usage Statistics
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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 MenGeographical distribution of Bloggers Age distribution of Bloggers
7. Nominees for the Blogger’s Choice Award : Blogger.com Wordpress.com Multiply.com * In comparison with all websites
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12. Redefining blogging need and scope Mass Audience Expression of thoughts, information and opinion seeking Niche Audience, Less scope of expansion Entertainment and Networking
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
70. Moving on to our PROMOTION OBJECTIVES To attain market leadership in the Indian Blogosphere Target10 million unique users/month (bloggers.com is around 9 million) Revenue generation model dependent on website popularity therefore low ROI for first few months The site will be a Cost centre initially . Hence, marketing budget to be minimal Concentration on online marketing, strategic tie-ups and viral marketing to gain fast visibility and awareness at a lower cost
72. By the way, we love Online Marketing and Online Tie Ups…
73. Online Marketing Innovations on Yahoo, MSN, Rediff, Sify Applications on Orkut, Facebook, BigAdda, Ibibo Search Engine Marketing on competition and relevant keywords Video Advertsing on Online Video Streaming Websites Display Media inventory on portals, ad networks
74. Online Marketing Plan Type of Online Advertising Search Marketing Viral Marketing/Social Media Online Tie-ups Display/ Banner Advertising Advertising Objectives Generate relevant traffic, focus on conversions Word of mouth Publicity Leverage on the popularity of other sites Visibility/Awareness/Blog Recall Timelines Perennial Periodic Need based Heavy during the initial Phase
83. Search marketing-Keyword strategy Brand and Tactical keyword strategy Cluster Sample Keywords Ad copy Scrawl: Create your free blog The best blogging features to give you a never before blogging experience Blog, Blogging, Blogger, movie blogging, cricket blogging, articles, reviews Blog (Search Engine optimization) Generic Keyword Strategy Cluster Sample Keywords Ad copy The best blogs on cricket Cricket Scrawls: taking Cricket blogging To the next level Tendulkar, shah rukh khan, matches, A R Rehman, Avataar, Movie Reviews Cricket, movies, songs (Search Engine marketing)
84. Search marketing-Paid Advertising 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 Restrict paid advertising to popular words where you cannot gain a high ranking in organic rankings
96. Partnering with Movie Review, Book and sports sites to lead usersVisibility Websites Scrawl.com Content
97. Online Contests on Scrawldom Online Contest Scrawl-o-war Online poll for the best blogs on a particular subject and a jury to evaluate the blogs Most visited blogs Bigger Gratification – Get a chance to publish your book with support from Scrawl.com Online Gratification – Autographed books from authors like ChetanBhagat, Salman Rushdie, Vikram Seth
98. We also suggest Offline Advertising, Strategic tie ups and Publicity
99. Offline Advertising Outdoor Advertising in bookstores and coffee joints Strategic Tie Ups with editorial sections of newspapers where the best blogs are featured Contests organized in various colleges for visibility and brand building Scrawl Facts on Metro/Bus Tickets 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 www.scrawl.com
100. Offline Advertising demos Scrawl branded bookmarks Tie ups with newspaper editorial sections Branding on coffee shop tables and Table standees This article is authored by Mansi Prasad Catch her on Scrawl.com
116. Tremendous potential for sale of market data analytics to corporates to monitor, alert, track, prioritize, triage, follow-up, & report on bloggers’ interactions with brandsTour My Analytics Support About Directi Analytics Logout
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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.