urFooz Yi-Wen HuangHyomi Joeng

German MartinezDolapo Victoria Roberts

Aakanksha Wadia

Background

• Social networks are popular because humans are social creatures.– We rely on learning from others and copying behavior

• Social networks are growing in popularity.– 75% of adult internet users visited social networks in

December of 2008 alone.

• Members don’t mind ads in relevant contexts

Source: WARC, Mintel

Background• Membership in multiple networks facilitates information sharing.

– Behavior can be spread by “ordinary folk.”– Anyone can “start a cascade.”

• Common activities within social networks:– Upload photos– Update text content– Send/post messages– Watch Video– Listen to Music

• Other common online activities:– E-mail: Both personal and business/school.– Search: For entertainment, news, information, etc

Source: AdMap

Consumers

Target Group

• Age: 18-24• Male AND Female• College Student• Internet User• Separate professional

and personal accounts

Secondary Research: Understanding Our Target

Behavior• Use internet frequently• High usage of P2P programs• High usage of instant

messenger • High interest in music & music

related software• Use more than one

application for a given task

Attitudes• Risk-takers/adventure

seekers• Interested in arts• Don’t like staying at home for

quiet evenings• Worry about self-image &

attractiveness• Like to stand out• Liberal thinking (profanity &

drugs, OK)• Pursue novelties & change• Friends are more important

than family• Think there is not too much

sponsorship in arts/sportsSource: SIMMONS

Primary Research: Results

• Main online activities: Email, Social Networking and News• Playing dress up is fun, but it has to be easy to use• Would like the freedom to choose who they share information with

(Privacy)• Don’t like multiple log-ins• Like the idea of email notifications in one place• Like the idea of updating all their social networks through one

place.• Easily influenced by friend recommendations• Saving things on the card • Avatar being used for games and digital signatures

Product

Suggestions: Existing features

• Video how-to tutorial – How to connect to other urFooz cards– Explanation of product benefits– Difficulty in understanding how to get urFooz points

• Need for ease of navigation– Redundant links

• Not very aesthetically pleasing– Cluttered– Too much movement

Suggestions: New Features(Free Services)

• Consumers log in to urFooz and automatically get logged on to all their email accounts and SNS.

• Connecting urFooz with game consoles (X-box, PS3).

• Summary of all their emails displayed on the card.

• They are able to update all their status messages on SNS from their urFooz cards.

• The ability to choose who sees what information on urFooz.

• Game applications on urFooz.

Suggestions: New Features(Free Services)

• Search capabilities: Consumers can directly search on Google, Yahoo etc from their urFooz cards

• Gift cards which can be used in urFooz mall, online, and physically in a partner store. The amount on the gift card is based on the points earned, which can be through – Mall points – Gaming points (highest scorer) – Friend acquisition points (5 points earned/ person acquired)

• Ability to store their credit card information that can be used as and when required.

• Promote local music groups/underground/indie bands.

Suggestions: New Features(Free Services - Monetization through vendors)

Feature Monetization

Targeted ads on the card CPM, CPC deals

Recommendation System: Both urFooz and your friends can recommend music, books, movies etc.

Pay per click (PPC) format: when an avatar clicks on say a recommended book.

Pre ordering abilities for products like games, music, books, and DVDs.

An x amount of fee charged per y amount of orders placed from urFooz.

Application downloads Depends on vendor

Suggestions: New Features(Paid Services - Monetization through Consumers)

Feature Monetization

Professionally created avatars provided by urFooz.

$ 5/avatar

A virtual hard drive on the urFooz card. $20/person

Alert service to phone as a text message (alerts for birthdays, events etc)

$5/person/year

Sports updates (pick and choose games) $5/person/month$50/person/year

Music - local/underground/ indie bands 99 cents/song

* Membership packages

Projected Revenue

• Projected revenue from SU users (in one year): $75,000 (3,000 x $25) Actual serious users: 3,000Projected average revenue per person: $25

From the mall: $10From other features: $15

• Projected revenue from vendors

Promotion time period 1 year

Total SU student population 19,000

Projected product awareness in 1 year (70%) 13,500

urFooz trial percentage (60%) 8,000

Actual serious urFooz users (40%) 3,000

Budget Allocation

• One year long campaign divided into two phases– Phase 1: September & October– Phase 2: Rest of the school year

Budget Allocation

Phase 1• Budget: $75,000

• More emphasis on outdoors. Main online activities:

– Listserv e-mail– Display advertising– YouTube channel

Budget Allocation

Phase 2• Budget: $75,000

• More emphasis on online. Main activities:– Events – Video ads online

MarketingStrategy:

Creative & Media

Fooz U! (“You’ve been foozed!”)

• “Foozing” students (confetti, foozed card)

• “Foozings” will be video taped & foozed people will have an option to broadcast on web (YouTube, email to listserv/friends)– Hand out will have unique #.– urFooz Avatar will be ready.

• Daily Orange

• Foozing Requests

Fooz U!

Fooz University Seal• All events and promotional materials will have

the “Fooz University” Seal.**Except bathroom Stalls.

Media Allocation

• On Campus• Internet

On Campus

Events

• During Juice Jam, Block Party

• urFooz University ID cards

• Hand outs, urFooz points, shirts.

On Campus

Tag bathroom stalls: • Women: “Haven’t been Foozed in a

while? – Get help at urFooz.com”

• Men: “Looking for a good Fooz? – For a good time visit urFooz.com”

On Campus

Other activities:• Link referral points and rewards for continuing to update urFooz to

SuperPlus, university-sponsored “money.”

• Hand out flyers and cards in orientation packages once student is registered and in welcome packets at dorms.

• Painting sidewalk with urFooz card

• Putting lifesize urFooz cards around campus. Students can have their pictures taken and put on the card.

• Bus wraps

Internet

• Emails via school listserve

• Display Advertising: Facebook/Myspace group, profile, friend requests

• YouTube channel

• Uploads on Fuhu’s website : share with a friend through email (virality)

• SEO/SEM

The End