urban socialsMARKETING STRATEGY

In today’s world dominated by 14 hour work schedules and stressful business meets, it is increasingly important for busy professionals to ‘unwind’ after a hectic work week. But how do you unwind when the people you want to spend time with are busy with their jobs and have deadlines to meet?

Welcome to urban socials.

urban socials is an online, activity based social networking club that assists people meet and socialize with like minded, genuine people in and around Perth.

urban socials

urban socials

Urban social's go to market proposition will be 'A home bred and grown company in Perth that is set to revolutionize the socializing scene in Perth and its suburbs by providing professionals between the age groups of 18 to 65 with a platform to interact, meet, make friends and keep in touch with interested, genuine, like minded professionals with a passion for socializing'.

‘GO TO MARKET’ STRATEGY

KEY BUSINESS OBJECTIVESKEY BUSINESS OBJECTIVES

To become the number one activity based online networking site for residents of Perth and its suburbs by providing a platform for a superior networking experience.

To acquire 35,000 active subscribers by the end of the first year of operations.

To break-even within the first year of operations.

ONLINE MARKETING STRATEGYOnline Marketing Methods And Techniques

“Google Analytics Is The King”

Search Engine Marketing (SEM)

Why Search Engine Marketing?

• 94.5% of Internet users in Australia use Search Engines to search and access specific websites.• Over 10.7 million Australians are online atleast monthly and use search engines to locate services and

products online.• Google dominates the Australian market share amongst search engines with 87%.

urban socials intends to promote its website primarily through Search Engine Marketing to generate targeted traffic to its website.

Search Engine Marketing (SEM)

SEM Marketing Mix

The online marketing mix for Search Engine Marketing for urban socials will be targeted to build:

Search Engine Optimization

In the first step towards implementation of the Search Engine Marketing strategy, urban socials will begin with Search Engine Optimization of its website. Optimizing the website will ensure that urban socials gainshigher visibility among the search results.

SEO being a long term strategy, it yields results over a period of time as the keywords gain traction in the searches gradually. However, urban socials will implement an ongoing, dynamic optimization process toensure sustained competitive advantage.

80%ORGANIC

20%INORGANIC

Search Engine Marketing (SEM)

SEM Marketing Mix

The online marketing mix for Search Engine Marketing for urban socials will be targeted to build:

80%ORGANIC

20%INORGANIC

Pay Per Click Campaign

In the second phase of SEM, urban socials will drive inorganic traffic to its website through a Pay Per Click advertising campaign.

Urban social PPC advertisements will utilize medium competitive keywords and will look to build 20% of its traffic through PPC.

Since, inorganic traffic tends to have a high bounce rate, the PPC advertising will be implemented 3-6 months after the launch of the optimization efforts in an attempt to allow sufficient time for the optimization efforts to bear results and to ensure judicious use of marketing budgets.

Social Media Marketing (SMM)

In addition to Search Engine Marketing,urban socials will also leverage upon thegrowing popularity and penetration ofsocial media to drive targeted traffic toits website.

As a part of its integrated marketingplan, urban socials will use the following channels of social media:

1. Face book.2. Google Plus.3. Twitter.4. Myspace.5. You Tube.6. VImeo.7. Digg.

Social Media

65%Penetration

Content Marketing (CM)

The introduction of the Google “Panda” hasyet again proved that content was andalways will be king’. With Google searchresults providing greater visibility towebsites with original content, theconcept of content marketing has taken awhole new dimension altogether. urbansocials has an aggressive content marketingplan to drive traffic to its website. urbansocials will form marketing relationshipswith:

1. Ezine.2. Squidoo.3. PRWeb.4 PRLog.5. Tumblr.6. Stumbleupon.7. Outbrain.8. Feedburner.9. Scribd

SEM , SMM & CM Consolidated Task List

OFFLINE MARKETING STRATEGYTraditional Marketing Methods And Techniques

“Tried, Tested & Traditional”

Direct Marketing

In addition to SEM, urban socials also intends to promote its website through Direct Marketing to generate targeted traffic to its website.

Direct Marketing

urban socials will use an integrated offline marketing strategy based on direct marketing, advertising and relationship marketing.

The direct response marketing for urban socials will include:

Email Marketing

Sending introductory emails to a targeted database of internet users.

Telemarketing

Marketing over the telephone to raise awareness of the website and drive traffic.

Kiosk Marketing

While this term is loosely used, kiosk marketing involves placing banner advertisements at select spots (e.g a cosmetic kiosk) in places that have high footfalls (e.g malls, pubs etc)

In house Placements

urban socials will provide select pubs and restaurants with branded merchandise (coasters, stirrers, T-shirts for staff) that will be used for in house promotions.

Sponsorships

urban socials will look to build its subscriber base by sponsoring events that attract the crowd targeted by urban socials (E.g sponsoring a theme night at a local pub / restaurant).

Affiliate Marketing

While affiliate marketing, in its pure sense, is not a direct marketing strategy, the term affiliate marketing, in this context is used to denote partnerships with pubs and restaurants who give away urban socials subscription coupons when the check amount exceeds a certain amount.

Direct Marketing

Direct Response Advertising

Mobile Marketing

The mobile phone market in Australia is one of amongst the most developed. urban socials intends to leverage upon this reach to draw traffic to its website through sms marketing.

Radio Advertisements

The radio is one of the most potent media of delivering your marketing message to targeted customers. urbans socials will, during the first 3 months of launch, bank heavily on radio advertisements to drive traffic.

Newspaper Advertisement

Although this is a high cost low benefit medium of advertising, urban socials will initially, for a period of 1 month after launch, follow an aggressive newspaper advertisement campaign. However, to ensure optimum utilization of budgets, urban socials will prefer inserting low cost classified advertisements.

12 Month Marketing GANTT Chart

Social Media Marketing is more of a continuous, ongoing task and therefore needs to be carried out throughout the year.

Marketing Activities Measurement & Analysis Tools

Excellent tool to track and measure optimization effectiveness. Allows analysis of optimization efforts across a wide range of Key Performance Indicators and metrices viz audiences, traffic sources, content, advertising and conversions. Other analytical tools comparable to Google Analytics are goingup! and clicky with the latter being accessible from your iphone as well.

ReSearch.ly is a powerful low-cost alternative (with a free 90-day trial period) to the larger, paid platforms. It allows you to search for topics, your brand, competitors, etc., and shows you not only the raw results, but also the results by demographic and sentiment. It delivers the information in easy-to-read charts that can be easily embedded onto blogs and websites.

Is one of the most known and most used Tools on Twitter. It allows as soon as you have provided your twitter account to have a clear idea of what you are on Twitter.It knows the rhythm of your tweets, their potential success, if they are read by influential people on the network, and it will tell you what are the terms most often associated with your Twitter profile.

Competitive Analysis (SWOT)FACETIME

MEETUP

DINNERCLUB

FUNCTIONJUNCTION

SUPPERCLUB.MEETUP

StrengthsFacetime

Leads the market share in the activity based social networking niche with an active user base of over 70K.

User demographics indicate most users of Facetime fall within the 28 to 55 years age group. This is a key strength for the website since research indicates internet users between this age group are amongst the most active on the internet.

The website is colorful, vibrant and easy to navigate. First time users are encouraged by the design and adaptability leading to an average of 4.6 page views per day.

An innovative marketing strategy encourages proactive participation by event organizers thus providing depth to the website in terms of events available which, in turn, ensures wider reach amongst site enthusiasts.

Strengthsmeetup.com/cities/au/perth/

supperclub.meetup.com/cities/au/perth/

Leverages upon the reach and popularity of the parent website meetup.com

Strong online presence; it is ranked 140 in the United States and 221 in Australia.

The principle of drip marketing ensures traffic to local cities. However, this traffic arising to drip marketing is difficult to quantify.

In addition to a well defined SEO strategy, meetup.com also has an aggressive PPC strategy that contributes positively to the overall Search Engine Marketing (SEM) strategy.

Audience analytics suggest that females between 35 to 64 years of age who have had a college education are the most active on meetup.com

Competitive Analysis (SWOT)

Opportunity for urban socials

Other than meetup.com, the other competitors for urban socials have very little, if any, targeted efforts towards optimization and search engine marketing. urban socials will leverage this opportunity to take advantage of the low barriers to entry and will capitalize on the first mover advantage.

Unlike meetup, urban socials has the opportunity to promote itself as a home grown, throughbreed Australian website for better emotional connect with potential users. Yes, there will be potential competition from homegrown websites like dinnerclub.com.au and functionjunction.com.au, but this is not expected to last as these sites are rather weak on the SEM and SMM activities.

Threat for urban socials

Threat from existing competitors if they embark on a targeted Search Engine Marketing strategy.

Threat from potential competitors who offer free subscriptions to first time users.

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