virtual society

According To The Brief For New Brand: Innovative Solution For Long Term Direct Communication To TA

Client: XYBrand: ABCD

AN INTRODUCTORY CLARIFICATION

This is a fictional case study dealing with a fictional brand

The data provided about brand positioning and brand performance are in fact insufficient to create a reliable and consistent marketing strategy.

• In the case of a real brand/campaign we would suggest conducting at least a limited market research to pinpoint the exact reasons why the two groups of consumers – the young people from the big cities and the young people from the small towns – that otherwise have so many identical sociometric parameters, react to the same brand in such a different way.

• Thus, everything that follows should be viewed only as a very tentative communication strategy proposal or a mere demonstration of our way of thinking, that, should it serve any real-life and real-market purpose, would have to be thoroughly revised and corroborated with hard facts, in order to ensure future brand development.

Note: TITLE X - VC = TITLE X - Virtual Community supported by ABCD brand

TA KRAGUJEVAC

UŽICEČAČAK

KRALJEVOVALJEVOPANČEVO

SOPOTLESKOVAC

VLASOTINCESOMBOR

BEČEJLOZNICA

MLADENOVACARANĐELOVAC

SMEDEREVOGORNJI MILANOVAC

VRANJEPIROT

NOVI PAZARNOVA VAROŠ

UŽICEKLADOVONEGOTIN

RUMAINĐIJAŠABAC

OBRENOVACSTARA PAZOVA

SREMSKA MITROVICASUBOTICA

ETC.

SOLUTION:TITLE X -VIRTUAL SOCIETYDirect Marketing Activities: Offer No. 1463


TITLE X - VIRTUAL SOCIETY CHANNELS

Mobile Phone Computer Call Centre


TITLE X - VIRTUAL SOCIETY NEEDS = CONTENT

Entertainment, Culture & Sport

Social Networking,Dating

Travel: Local & International

Job Opportunities: Local & International

Information &Education Shopping Wireless Entertainment Saving Options

& Prize Games


TITLE X - VIRTUAL SOCIETY ATTRIBUTES

User-FriendlyEasy access on mobile, computer or call centre

According to TA needs

Development according to TA experience

Interactive communication with TA

New society connections among

membersSimple technology

solutionsPrivileged statusfor members only


TITLE X - VIRTUAL SOCIETY ATTRIBUTES-explanation

User-Friendly - TITLE X - VC Solutions should be based on the most frequent service usage tools of TA

Easy access on mobile, computer or call centre - TITLE X - VC should provide easy (automatic) access to the TA

According to TA needs - TITLE X - VC services should be settled and organized according to the exact TA needs

Development according to TA experience - After TITLE X - VC launch and during project duration, monitoring and customer experience research should be continuously maintained, as a base for the project development

Interactive communication with TA - TITLE X - VC should ensure interactivity of the community and TITLE X - VC Center, in order to create long-term stable connection with the community members and TITLE X - Centre

New society connections among members - TITLE X - VC should provide functional and open channels for VC members interactive communication, social networking and relation development

Simple technology solutions - TITLE X - VC should enable communication which is based on those technology solutions which are simple-to-use to the TA. Also, technology solutions should be in accordance to the TA technology personal equipment/devices (mobile, computer)

Privileged status for members only - Members of TITLE X - VC should feel and recognize privileged status and benefit on both levels: rational & emotional. All services provided by TITLE X - VC should be free of charge.

TITLE X - VIRTUAL SOCIETY COMMUNICATION SYNERGETIC PLATFORM

SOLUTION STRATEGY: To create user-friendly solution according to customer-experience needs, based on mobile phone technologies and internet tools, and using the call-centre support.

SYNERGETIC PLATFORM:End-consumers should easily use both devices: mobile phones & internet, as well as call- centre.It means that virtual community solutions should be based on the simple and the most frequent service usage (mobile & internet) possibilities and habits of end-users.

VIRTUAL COMMUNITY “FOR MEMBERS ONLY”Entrance gate for solutions and services within TITLE X - Virtual Community should be available for registered users only.


TITLE X - VIRTUAL SOCIETY COMMUNICATION PERSONAL CUSTOMIZING OPTIONPERSONAL CUSTOMIZING OPTIONAfter registration, user can customize, according to personal interest, TITLE X - VC web home page, or menu bar on the mobile phone.

PERSONAL ENTRANCE FORM:When entering to TITLE X- VC it’s possible to have personal greeting approach (e.g. Hello Petar).

PERSONAL ABCD VC DIRECT COMMUNICATION:TITLE X - VC can send personal greeting (birthday, or other occasion) to the particular member. PERSONAL CUSTOMER CONTENT ALERT REQUEST TO THE ABCD VC CENTRE:TITLE X - Community Member can send request using all channels of communication (mobile, internet, call center) for the certain automatic content alert request (e.g. to be informed about new specified events).

PERSONAL ALLOWANCE TO THE CERTAIN COMMUNICATION CHANNEL:TITLE X - Community Member can choose how to be contacted from TITLE X - VC Centre: 1. SMS, MMS2. E-MAIL3. MOBILE PHONE CALL4. OTHER (Post mail, fixed phone)


TITLE X - VIRTUAL SOCIETY COMMUNICATION CUSTOMER SEGMENTATION

DATA BASE All members of TITLE X - Data Base should have the special rights and conditions for participation in TITLE X - VC.

CUSTOMER SEGMENTATIONInside the TITLE X - VC certain members behavior should be monitored and qualified by the TITLE X - VC Center, as a qualifying tool for creation of certain customer segments inside Data Base. Qualifying parameters should be created together with PM Marketing Department.

During Project Development it can shows that certain segments in DB have different needs then in other segments of DB, which gives an opportunity to TITLE X - VC Center to feed particular segments with exact solutions in accordance with particular customer segment needs, on one side, and/or to develop the most motivated (or the most profitable) segments inside the DB.

CUSTOMER EXPERIENCE AND BEHAVIOR AS A TOOL FOR TITLE X - VC DEVELOPMENTCustomer experience and behavior, and customer segmentation as a qualified result, provides an optimum platform to invest in the most profitable and the most loyal clients. The most important customer trends to be followed are: retention, customer satisfaction, acquisition and penetration. The best customer segments in DB should have more privilege options because they provide customer advocacy, more profitability and longer term stable loyalty to ABCD brand and TITLE X - VC as well



MOBILE PHONE SOLUTION PROPOSALBrand: ABCD

MOBILE SOLUTION NO.1USSD CODEFOR TITLE X - VC

*777#

e.g.


USSD CODE: SERVICE DESCRIPTION

*777#

1

HelloPetar!

2


TITLE X - MENI:1. Entertainment2. Sport3. Live Chat4. Travel5. Jobs6. Education7. Shopping8. Download9. TITLE X % discount10. Lucky Number

3.1.1. Entertainment

Menu Bar

Clubbing

Concerts

Theatre

Events

Cinema

Private Parties

Content Feed: Authorized XY Clubs

Content Feed: Authorized by XY




Content Feed: Authorized by TITLE X - VC member

When VC member press any of the titles on the menu bar, he/she gets SMS with the up-to-date news from Belgrade (Niš, Novi Sad) , or/and home town events.

Community member can make selection from which cities wants to get SMS alerts, and for which type of contents.

After pressing certain content title on menu bar, community member gets SMS with the up-to-date news related to the content.


TITLE X - MENI:1. Entertainment2. Sport3. Live Chat4. Travel5. Jobs6. Education7. Shopping8. Download9. TITLE X % discount10. Lucky Number

2. SportMenu Bar

News

Events

Ticket Reservation Service




3.2.


SMS content can contain the link to the wap portal, web portal, or particular content request (video, picture, ticket reservation code etc.)


TITLE X - MENI:1. Entertainment2. Sport3. Live Chat4. Travel5. Jobs6. Education7. Shopping8. Download9. TITLE X % - discount10. Lucky Number

3. Live Chat

3.3.Hello Marko, I am traveling from Kragujevac to Belgrade. Shall I see you tonight?

Of course. Shall I meet you at bus station?


TITLE X - MENI:1. Entertainment2. Sport3. Live Chat4. Travel5. Jobs6. Education7. Shopping8. Download9. TITLE X - % discount10. Lucky Number

4. Travel

Bus Tickets Reservation/Serbia

InternationalTravels/Best Offers

3.4.





5. Job opportunities

Belgrade3.5.

Home town

Other Cities




TITLE X - MENI:1. Entertainment2. Sport3. Live Chat4. Travel5. Jobs6. Education & News7. Shopping8. Download9. TITLE X - % discount10. Lucky Number

6. Education & NewsMenu Bar

SerbiaUniversity News

3.6.

Other

International





7. Shopping

BelgradeThe best offers

3.7.

Home townThe best offers





8. Download

Music3.8.

Photo

Video

Art


SMS content can contain the link to the wap portal, web portal, or particular content request (music, video, picture, ticket reservation code etc.)



9. TITLE X - %Menu Bar

Belgrade3.9.

Home Town



TITLE X - % : Up-to-date news about buying special (significant) discount option

e.g.: Content Supplier: Famous shopping center (Mercator, Delta City etc. ):

home town or/and Belgrade, Niš, Novi Sad



9. Lucky Number

3.10.Press your lucky number:

7Congratulations you

won...

USSD CODE: FOR MEMBERS ONLY

✤ The most common and easy-to-use service for all customers and all models of mobile devices

✤ USSD CODE Communication easy-access for community members to the TITLE X - VC Menu Bar

✤ Possibility of personal customizing of Menu Bar

✤ Possibility of personal request of content feed by receiving SMS

✤ SMS extensions links and information about other channels community communication

WAP PORTAL: SERVICE DESCRIPTION

m.title.rsDateLOGO

Entertainment I Sport I Live Chat I Travel I Jobs I Education I Shopping I Download I ABCD % I Lucky Number I

EntertainmentBelgrade. Concert Announcement.For members tickets reservation option.Discount option.

Home Town. Concert Announcement.For members tickets reservation option.Discount option.

Home Town. Concert Announcement.For members tickets reservation option.Discount option.

Hi Petar!Home Page Interface can be

personally customized, according to the member interests.

Leading Content on the Wap Portal Home Pagecould contain those subjects which are selected by a

member.E.g. Entertainment

All member can use both platforms depending on their interest or device ability: USSD code, or Wap Portal.

Also, SMS received from USSD can contain message about link for Wap Portal,

and vise versa.

THE WORLD NEWS E.G. : COCA -COLA , THE YARD www.thecoca-colacompany.com/presscenter/nr_20070606_sprite_yard.html

http://www.thecoca-colacompany.com/presscenter/nr_20070606_sprite_yard.html




SPECIALMOBILE SOLUTIONSEVENT/ CLUBBING/ DM SOLUTIONS1. EVENT ENTRANCE IDENTIFICATION

2. EVENTS-BLUETOOTH CONTENT ACCESS INVITATION

3. CUSTOMER EXPERIENCE TRACKING SURPRISE

4. CLUB ENTRANCE GREETING & RESERVATION

5. CELEBRITY GREETING

MOBILE: CALL / SMS SOLUTIONS1. FREE/OR DISCOUNT OPTION CALL (3G only)

2. ALTERNATE VIRTUAL NUMBER

3. LIGHT SMS

PAYMENT SOLUTIONS1. TOPMeUP OPTION

2. CALL-ME REQUEST

1. EVENT SOLUTIONS

2.. MOBILE CALL/SMS SOLUTIONS

3. PAYMENT SOLUTIONS

SPECIAL: EVENT/CLUBBING/DM MOBILE SOLUTIONS1. EVENT ENTRANCE IDENTIFICATIONDB send invitation to the member containing either bar code, or image which is not transferable. In the entrance to the Event member shows mobile to the contact-less device and member is recognized and free to enter. Immediately gets the welcome personal note.

2. EVENT BLUE TOOTH CONTENT ACCESS INVITATIONAt the Event members can receive blue tooth invitation for access to get certain wireless content related to the event and brand.

3. CUSTOMER EXPERIENCE TRACKING SURPRISEMembers can receive periodically by SMS questions about their favorite entertainment, culture, celebrity or other preferred content. (E.g. Which is your favorite music group). If DB shows that there are certain events which are favorite for the certain number of community members, they can be invited to be special guests for free, or to be organized private party just for the club members.

4. CLUBS RESERVATION & ENTRANCE GREETINGCertain clubs authorized by PM, can provide reservation option for the Title VC members, and SMS welcome greetings at the entrance. Greeting can be shown at the Video or TV at the authorized Club. Also, same clubs can provide discount option for the members, or other privileges.

5. CUSTOMER EXPERIENCE TRACKING - CELEBRITY GREETINGMembers can receive periodically by SMS questions about their favorite celebrity person. If DB shows that certain number of community members are interesting in the certain celebrity person, it can be organized that they receive birthday or some other special occasion greetings from particular celebrity which can be video, or voice, or both. This message could be available to the member on mobile, or internet - community web - wap portal.

SPECIAL: MOBILE CALL/SMSMOBILE SOLUTIONS1. FREE/DISCOUNT CALL OPTION FOR THE MEMBERS (3G VIDEO CALL ONLY)Members, using 3G mobile devices, can choose an option to use video call for free/or reduced price if they accept to see message from the TITLE -VC before they are connected. After they see message, they are connected and they are communicating with the selected number/person.

2. ALTERNATE VIRTUAL NUMBERMembers can get an option to choose another virtual number (without additional sim card) using USSD gate to get it. Changing USSD code, members can choose to call/receive calls to one or another number.

3. LIGHT SMSMember can get certain USSD gate to do SMS communication under the reduced price.

SPECIAL: PAYMENTMOBILE SOLUTIONS1. TOPMeUPTopMeUp service enables prepaid member to invite via USSD code, another prepaid or postpaid user to top up his account. (Solution suitable for the ABCD TA description)

2. CALL MECall Me USSD application by initiating a simple USSD request enables end user to ask another user that receives SMS to call him if he wants (e.g. member out of credit and unable to make a call). (Solution suitable for the ABCD TA description).


WEB SOLUTION PROPOSALBrand: ABCD

WEB PORTAL: SERVICE DESCRIPTION

title.rs DateLOGO

Hi Petar! Home Page Interface can be personally customized,

according to the member interests.

Leading Content on the Web Portal Home Page could contain those subjects which are

selected by a member. E.g. Entertainment

All member can use both platforms depending on their interest or device ability:

USSD code, Wap Portal or Web Portal.

Also, SMS received from USSD can contain message about link for Web Portal,

and vise versa.

HOME CONTACT

Entertainment, Culture & Sport

Social Networking,Dating

Travel: Local & International

Job Opportunities: Local & International

Information &Education Shopping

Wireless Entertainment:

DownloadSaving Options & Prize Games

LOREM IMPSUM LOREM IMPSUM

WEB SOLUTIONS PROPOSAL +

1. TITLE X - VC: MEMBERS BLOG OPTIONBlog solution opens a possibility for active members to have personal blog and write about certain subjects connected to the values of the VC, and general phenomenon's they are interesting in. In the special events certain blogs can be selected and awarded.

2. TITLE X - VC: MEMBERS FORUM OPTIONForum is open discussion form for members. It’s a very effective tool to track members experience in TITLE X - VC, and open source for understanding members impressions and needs.

3. TITLE X - VC: MEMBERS EXHIBITION Web portal can reserve certain space where members can show the best art, or other creation they did (paint, photo, music, message, animation etc.). This part can be contemporary awarded by relevant jury.

4. TITLE X - VC: VIDEO PORTAL created Video Service Platform video portal is a website offering user created or professionally created video content. throughout such operator-branded portals, members can easily select and view desired video content. User-generated video includes original content created by users. Such video content can be uploaded vida video call (3G), web or wap.

5. TITLE X - VC: VIDEO BLOGGINGLanus Video Service Platform video blog solution provides the link to commercial video portals thought end user’s 3G mobile phones and by using end user’s DTMF keypad enables end user to watch, rate, create, review and share video content with other users. Friends are immediately notified of new blogs by SMS.


CALL CENTRE SOLUTION PROPOSALBrand: ABCD

CALL CENTRE SOLUTIONS PROPOSAL1. RECEIVING CALL FROM MEMBER - AUTOMATIC IDENTIFICATION INTERFACE IN CALL CENTREWhen member is calling, operator automatically gets interface on the monitor with the basic information about the member: name, age, last activity. So after getting connect, operator in the call center can have personal approach: “Hi Petar, how are you today?”

2. AUTOMATIC ALERT FOR THE OPERATORS FOR CERTAIN OCCASIONS All important information about members (call for birthday, or invitation for the event etc.) should have automatic alert in call centre for operators to call, or/and send the E - mails, SMS or MMS to the members.

3. FRIENDLY AND PERSONAL COMMUNICATION WITH THE MEMBERSAll operators should pass a training in order to learn how to communicate relaxed, friendly and supportive with the all member of TITLE X - VC. It’s also very important in order to get full emotional satisfaction of members, and long term stable and positive relations.

4. MEMBERS OPEN REQUESTS, IDEAS AND PROPOSALSMembers are invited to give ideas and proposals directly to the Call Centre: by call, e-mail or SMS. Members ideas should be recorded and monitored by Account Executive, and used as a base for future solution development within society.


FUTURE IDEASBrand: ABCD

FUTURE IDEAS

1. CONTACT-LESS IDENTIFICATION AND PAYMENT CARDLanus is preparing contact-less payment card, which can be filled with the certain amount of money on the certain retail outlets. This card can be used for payment at the retail outlet, or for e-commerce. At the same time, contact-less card can be used as an members identification card for certain occasions.

2. M-PAYMENT / E-PAYMENTLanus M-Payment, E- PAYMENT solution uses and user’s mobile phone, that acts like credit or debit card, to pay for various services and goods (e.g. by sending vending machine code through USSD, pay for your favorite drink selected on USSD interactive menu).

3. LOYALTY PROGRAMTo create multilevel loyalty program and award certain members behavior. Loyalty program should be based on customer experience research, and maintained on continuous customer experience monitoring as a development base.Partnership network could be created (retail outlets, commercial web sites) where members only can buy goods for either privileged price, or by creating personal fond (certain amount of money paid members is saving by buying goods or service from authorized partner). (www.upromise.com - loyalty program for college savings)

4. TITLE X - VC / SOCIAL RESPONSIBILITYTITLE X - VC can propose or recommend themselves for the certain society awards: The best student AwardThe best human act AwardThe most creative act AwardThe best future idea AwardEtc.

http://www.upromise.com

http://www.upromise.com

Contact:Aleksandra Kostadinović, Customer Experience Advisor

M: +381 65 672 [email protected]

E v e r y t h i n g i s p o s s i b l e

mailto:[email protected]

mailto:[email protected]

virtual society

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