1. Directi Case Study Solution By: Team Iridium Institute: MDI, Gugaon Team Member: Charanjeet Singh Shruti Nishchal Venkat Siddarth

2. Increase awareness and adoption levels for blogging Online and Offline marketing initiatives and Business Development plan Monetization Strategies

4. The Seven Deadly Sins Campaign We propose a campaign called the “Seven Deadly Sins Campaign”, which would form the thrust of our marketing initiatives for Directi The seven deadly sins campaign Establishing target segment for blogging Monetization Strategy IUAIDA

5. Finders Keepers Losers Weepers

6. Growth Potential The total Active Internet Users are estimated to be 36 Mn and they would be our target demographic The Growth potential for this particular segment has been outlined below: Growth Potential Worldwide Active Blog Followers Indian Active Blog Followers Worldwide Active Blog Followers 77% of active Internet users read blogs worldwide Active Indian Blog Followers 27% of active Internet users read/check blogs in India Over 88% of users are in the 15-35 Age Group, who are inclined to Social Networking in India. Since, blogging is a form of Social Networking, these users can be converted to bloggers resulting in high growth potential

7. Blogging Segment Over 88% of users are in the 15-35 Age Group, who are inclined to Social Networking in India. Since, blogging is a form of Social Networking, these users can be converted to bloggers resulting in high growth potential Social Networking Demographics in India Source: HT Mint, December 16 th , 2008

8. Notice the Difference?

9. Understanding Consumers: User Profiling User profiling is primarily a mechanism to assign several descriptive features to a user. These include the consumers’ shopping habits, lifestyles, motivations, preferences, demographics and psychographics User Profiling Current User Profiling Suggested User Profiling Current User Profiling Does not take into account the interests and habits of consumers which are not related to primary consumption of the product Suggested User Profiling We recommend a more robust user profiling model which considers the social activities, interactions, interests and habit forming behavior of the consumer which may not necessarily be related to the primary consumption of the product or service

10. Suggestive User Profiling Recreation Education Profession The graph above illustrates the registration to online communities by the target segment As depicted below, internet users can be classified into sub segments based on their interests through their online activities Source: India Online 2008, Juxt Consult

11. Strategic Alliances and Partners Techno Geeks Photography Movies Travel Enthusiasts Environmentalists Book Lovers Music Biking Enthusiasts

12. Understanding Consumers Blogging Trends Usage Patterns Top Blogging Websites Source: Indiaonline, 2008

13. Interactivity: How consumers can interact with the blogging website The method of interaction determines the customer experience The machine interaction should be easy to use and understand The interpersonal interaction with other bloggers through the blog is extremely important and when there is a similar choice or ideology the bloggers connect and get hooked on Customer Experiential Value Perspective Model Source: The Acceptance of blogs using a customer experiential value perspective; C. J. Keng, H.Y. Ting Interpersonal Interaction Machine Interaction Similarity Aesthetics Playfulness Service Excellence CROI Attitude

15. Alert: The Seven Deadly Sins Campaign We propose a campaign which seeks to make customers aware of the various topics on which they can blog about. For this we would use the seven deadly sins campaign The aim of the campaign would be to draw the users to “Express” what they “Feel” about various issues The Campaign Blogging Category Focus Blogging Type Focus This aspect of the campaign will look at making the users aware of the different ways in which they can blog/ share content. Eg., Videos, Blogs, Micro blogging etc This aspect would look to entice more and more people to start blogging by telling them about the various things they can blog about Media/ Channel focus The media/ channel focus would look to reach out to the target consumers via the campaign

16. Media/ Channel Focus: Blogging Category Focus The media/channel focus will essentially have a three pronged focus: Lean back, Lean Forward and Out and About OOH, Malls, Book/Music Stores, Theme parks Mobile Event, gym, disc/ pub, Clubs Newspapers/ magazine RSS Feed, Internet Blog, gaming, contests, Social networking TV, Radio Cinema, Movie on Demand, DVR IPTV, Interactive games Out and About Lean Forward Lean Back We would use a combination of lean back and out and about to alert the consumers about blogging as well as create a better brand visibility for Directi Media vehicles used for Viral campaign Media vehicles used for launch campaign Media vehicles used for both Viral and Launch Campaign

17. Increase awareness: Blogging Category Focus Initiative Explanation Blog Endorsements Choose a few famous personalities from various walks of life and request them to start blogs on our web site and use them as promoters of blogging. Coffee shops Use coffee shops to place posters and placards and to have small interviews for our blog. They can be given the status of our partners for any event we launch on our website Comic Strip Blogs Have comic strips made as a user generated content to support a cause Tie up with FMCG products There can be tie ups with companies to host their slogan writing competitions , or affirmation writing competitions or any other user generated content activity they wish to take up for their product Anonymous Blogging Invite people to blog on sensitive topics anonymously Blog Paper Choose the most popular blogs and print them out as a news paper(with advertisements) and circulate it in popular hangout joints

18. Increase awareness: Blogging Type Focus This aspect of the campaign will look at making the users aware of the different ways in which they can blog/ share content. Eg., Video Blogs, Micro blogging, etc Initiative Category blogging Blogging on specific categories which have a definite appeal in India (Bollywood,Cricket,Politics etc.) Explanation Blog debates Have a debate over a topic via the blog hence generating interest when people choose sides and their emotions are mirrored by others Blog commentaries Can invite avid bloggers to comment on a current event (can even be like live commentary in case of events like sports, elections etc.) and share their content Video and audio Blog competitions Have competitions to make videos or audio clips for promoting our blogging website and hosting them on websites like youtube. Story Blog Roles Pick up a story theme and invite people to start writing on the theme and the best addition would be added to the story and the story keeps moving on

19. Stop the Smog Hear me out Blog for a cause on:

20. They run for Gold They will knock you out cold They are strong mighty and bold I’ll tell you how the stories Unfold Hear Me out On :

21. Tell Me Why?!

28. Differentiation: Indianised Desi Initiative Indian Languages There are only 40,000 blogs in Indian languages even though there are 10 languages in india with over 30mn speakers Indian events Kavi sammelan , Indian book festivals , navratri on the internet Indian emoticons Hinglish Dictionary Indianised blogging categories Templates Explanation Have Indianized emoticons which mirror Indian emotions Have a hinglish dictionary which would help give a more Indianised feel Blog categories which have an Indian appeal Have Indian templates (Indian cities,temples,etc) which have a greater visual appeal amongst indians

37. Revenue Model

40. Revenue Model: Illustration Source: The Chitika blog$ report, 2006

41. 2 5 3 4 1 Introduce users to the Directi Blog Product via the traditional media campaign and pull them to the website 1 Viral marketing on the website for blogging category awareness 2 3 User profiling: To understand the habits and desires of the target segment and divide it into sub segments Feel.. Think.. Express.. BLOG!! Conduct on ground activities in tie ups with strategic partners 4 5 Generate user content for blogs Monetization

42. Thank You Team: Iridium Institute: MDI, Gurgaon