EBSNMarketing Strategy

why

“ I’m tired of all those event invitations on Facebook”

Combined Ticket-Seller

Event Organizing Networks

Living Guides

Event Listing

Websites

events: digital landscape

unmet needs

Social Media

• Strong influence on purchasing decisions for personal entertainment related items

Mobile

• Mobile usage increasing at a faster pace than any other device every year

Youth

• More than 50% of people aged 25-34 use social media at work

trends

Asia

• Main purpose of social networking is to catch up with friends

• Youth vastly use social media for event related purposes

Latin America

• Online population grew faster than any other region over past 3 years

• Social networking accounted for 30 percent of online activity

Middle East

• Post about religion and community issues far more frequently than the rest of the world

• Social media has increased tolerance to opposing views

consumer insights

• Social media saturation leads to a gap between online and offline activity

Socializing Gap

• Consumers access information via different channels

Information Overload

• Personalized and mood-adapting products and services

Diverse Individuals

• Youth constantly want to express themselves via social mediaExpression

• Growing emphasis on location based engagementSoLoMo

Amplify: We give them the

voice to continue the conversation!

Simplify: The only place where event goers need to

access

Simplify and Amplify

the event going experience

idea

what success looks like

50 Million users• 1st year

150 Million users• 2nd Year

what

this is it

WODABI was started by five NYU graduate students, who met in the Integrated Marketing program in 2013.

The name

WODABI takes inspirat

ion from the

Wodaabe

tribe, a subgroup of

an African ethnic group called

the Fulani

in Niger.  

The nomadic group is known to gather once a year in September for a festival called the Guérewol where they socialize, barter goods and most importantly for young men to look for brides.

Nomadic Tribe

Region: Africa Language: FulaEducation: No written languagePopulation: 45,000 in 1983

Their tradition = Our inspiration

wodabi.“the one and only hub for events”

the crew

wodabi.Functional Organizational Structure

Human Recourses

CRM Product Development

Website

Mobile

Security

Corporate Developmen

t

Infrastructure

Infrastructure

Engineering

CreativeDirector

Content Specialist

Business Analyst

Advertising

P/R

Communications

Consumer marketing

Financial Analyst

COO CMOCFO

CEO

CIO

our foundations

MissionOur mission is to be

the sole hub of events where users can

explore, socialize and connect. We will

change the traditional way people interact

and share their event experiences using the most advanced social media digital platform.

VisionOur vision is to connect people

together on both a physical and digital

level. We will provide the foundations for our employees to thrive, create and

affect. We will build a global community that

aligns ethics, environmental awareness and

humanity.

ValuesCollaboration:

Leverage the power of shared voices

Integrity: Offer only genuine experiences

Passion: Share the passion and interest in events and socializing

Quality: Offer the best service and

experience

Expression &

social connectio

n

Express yourselfGain respect and statusIncrease your influence

ConvenienceSocialization

Organize yourselfConnection

Localized eventsPersonalized events

Aggregated event experience

Brand Core Values

- User Friendly - Convenience- Connect People- Organization

Brand Personality

- Popular- Trendy- Sociable- Fun- Unique

our essence

wodabi.Brand Pyramid

Simplify

Amplify

our business model

If Facebook is your home and LinkedIn is your officewodabi. is your buddy that takes you out

Events Aggregator Experiential Platform

(pre, during, post)

Primary:

• Social networking

• Events -registry

• Content distribution channel

• Focus on e-commerce

• Currently in Beta

User Base Expectations:"10 million users on day 1 is

the goal."

• Find events + create your own events

• Free & Paid event listing

• 94,074,832 tickets sold

• Main goal is ticket-selling

• Connected to Facebook

“If it’s happening out there, you will find it here”

• 20 million users

• 3.4 million visitors per month

• 5 million local events at any given time

• Biggest age group is <18 (28%)

My Eventful -- personal watch list: interested events

+ friends event/ saved search/Email Alert

• 13.07 million registered members

• 120,650 Meetup groups

• Pay to organize events

• 369,469 Meetup groups

• 10% access through smart phone

• 196 countries

Motto: Use the Internet to get off the Internet

Secondary:

competitor analysis

Aggregating events from event websites such as

Eventbrite, Facebook, Yelp, Zvents, Songkick, Last FM,

etc.

Photo sharing app for events “During or after your event,

sharypic helps you gathering all the photos in

one place.”

swot analysis- Utilization of other current social networks- One stop shop for events- Multicultural team- Gaming element- Partnerships with ticket selling websites- Promotes online & offline social interaction- Variety of events

- Social media platforms are on the rise- Securing unique events- Competition (Website, Mobile App)- Solely event based social network- Uncertainties in global markets- Generally, users stick with what is "familiar”- Local rules and regulations

- Social media platforms are on the rise- No successful social network emphasizing events - Events in Social Media platforms not meeting user needs- Essentially every event will be a marketing campaign for our social network

- Start up- Funding is not secured- Not everybody likes public interaction- Partners not secured- Limited number of exclusive events

inte

rnal

exte

rnal

S

W

O T

the social network that takes you out

wrong we are righting

social media and physical interaction together

we keep handshaking alive..

who are we trying to connect with

Social Media Usage

Source: Euromonitor

Youth Population

targeting males

18 – 25 years oldTech savvyOut-goingUnorganizedNeed to “share”Social media usersValue influenceStay up-to-date

targeting females

18 -25 years oldInfluentialMobile usersUniversity studentsKeep track of their friends activityLooking for a fun gigSeeking convenience

the product

Exclusivity

Woda Points

GenresCalendarLanguage

s

Socialize

Story Based

Events

Connect

Gamification

InfluenceStatus

wodabi.

Let your story begin

- Find events of your interest- Which of your friends are going there- Invite your friends- Purchase your ticket/RSVP- Gather points

Continue the conversation

- Express your excitement- Make arrangements- Auto Check-in- Provide information- Socialize- Post photos, tunes, videos etc

Every Ending signifies a new Beginning

- Conclude your story- Gather points increasing your influential power / strengthen your reputation

PRE DURING POST

user e

ngagement

user experience

Every ending is a new

beginning

Continue the conversation

Start

the

conversa

t

ion

?- 52 Points- woda

newbie

woda lady

Large database of aggregated events.

Access to exclusive events.

Users are able to collect points by attending events. Each event has different points, based on how big the event is and the number of people that are invited to the event.

Mobile app will be available on iOS, Android, that allow users to interact with wodabi. through smart phones and tablets.

Socialize, engage, influence, status, bragging rights, network.

what’s in it for them

how

marketing plan

Marketing StrategyFocus & utilize

college students/graduates

Word of mouth Partnerships Sponsorships

Marketing ObjectivesBrand awareness Alter perception of events from one-time

to a continuous experience

Corporate ObjectivesAcquire 50 million users in year 1

Reach 150 millions users in year 2 Corporate Social Responsibility

Utilize digital and mobile marketing campaignsUse existing social channels to increase brand exposure

marketing tactics

Create Buzz

• Teaser campaigns• Exclusive school

events: Celebrities/ Influencers

• Invitation Sign-Up• Co-Sponsor Victoria’s

Secret Fashion Show

Engagement

• Gamification contests on existing social platform

• Sweepstakes to huge events: Super Bowl, Academy Awards, FIFA World Cup

• Crowdsourcing

Develop Loyalty

• University Brand Ambassadors

• Cooperate with student school clubs

• Exclusive events for universities

• wodabi. weeks in different cities

expansion plan

Phase 1 Phase 2 Phase 3CanadaMexico

USA

FranceGermany

SpainUK

IndonesiaJapan

South Korea

Brazil Russia China

Australia India EgyptSaudi Arabia

partnerships

Aggregating event & ticket selling agencies

for us for them

Win-Win situation

• One stop shop for events

• Credibility• Immediate

access to large user database

• We expand their services

• Access to a wider audience

• Revenue increase

• Nothing to lose, a lot to gain

..we give them the voice

You give them the reason to talk..

timeline: year 1

May – Nov2013

Dec2013

Jan2014

Feb2014

Mar 2014

April2014

May2014

June2014

July2014

Aug2014

Sep2014

Oct 2014

Nov 2014

• Hiring

• Platform Development

• Universities Marketing

• Pre-launch Marketing Buzz

• Invitation only (US & Canada)

• Celebrity endorsers per genre (Kings/Queens)

• University Brand Ambassadors

• Exclusive university events

1,500,000

5,000,000

15,000,000 30,000,00050,000,000

• Mexico launch

• Brazil launch

• Brand ambassador program in Mexico & Brazil

• No longer invitation only

• Australia launch

• Brand ambassador program in Australia

• wodabi. week in NYC, Montreal and Rio

• Venues/parties, fashion events, sports tournament, music

Users

timeline: year 2

Dec2014

Jan2015

Feb2015

Mar 2015

April2015

May2015

June2015

July2015

Aug2015

Sep2015

Oct 2015

Nov 2015

• France, Germany, Spain, UK launch

• Russia launch

• Brand ambassador program in Europe

75,000,000 100,000,000125,000,000

150,000,000

• India launch

• Brand ambassador program in India

• China launch

• Open office in China

• Brand ambassador program in China

• Indonesia, Japan, South Korea launch

• Egypt, Saudi Arabia launch

• Brand ambassador program in Asia-Pac & Middle East

2016

Users

marketing budget

Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000

Quarterly Marketing Budget Allocation

Outlined Marketing Activities

Digital Marketing (Social, Banner

etc..)

Brand Ambassador Packages

Presence booth @ expo / event

wodabi city week event in NYC

wodabi city week event in

Montreal

wodabi city week event in Rio

Exclusive Wodabi events

Co-Sponsor of Victoria Secret's

Fashion Show

CSR

wodabi city week event in NYC

wodabi city week event in

Shanghai

wodabi city week event in London

wodabi city week event in Rio

financials

Sep-

13

Oct-1

3

Nov-1

3

Dec-1

3

Jan-

14

Feb-

14

Mar-1

4

Apr-1

4

May-1

4

Jun-

14

Jul-1

4

Aug-1

4

Sep-

14

Oct-1

4

Nov-1

4

Dec-1

4

Jan-

15

Feb-

15

Mar-1

5

Apr-1

5

May-1

5

Jun-

15

Jul-1

5

Aug-1

5

Sep-

15

Oct-1

5

Nov-1

505

1015202530354045

Total Employees (monthly)

  Pre-launch Year 1 Year 2

Budget $30,000,000 $50,000,000

       

  Pre-launch Year 1 Year 2IT & Office Equipment $1,321,300 $500,000 $1,500,000Salaries $256,000 $1,719,200 $3,396,800Running Expenses $1,287,000 $2,574,000 $3,603,600Hosting of Platform $15,139 $1,959,351 $8,914,006Marketing Budget $816,000 $19,160,000 $29,664,000Total $3,695,439 $25,912,551 $47,078,406       Remaining Budget

  $392,011 $2,921,594

Measure trend for

increase of user

numbers

Friend referrals measurement

New users/connections

(external vs. referrals)

Demand for

events/attendance

Event attendance (first

week, months etc..)

Hours spent on the app,

website/network (per day, week

etc..)

Feedback from

companies/event

promoters

staying on track

wodabi.

Members to create/promote their own events

Integration experience with upcoming technology trends (e.g. Google Glass)

Develop ticket selling platform (future revenue generator)

Creating and hosting virtual events

ongoing development: sustainability

appendixIndex• Challenges -

Facebook• US & EU trends• Latin America

trends• Asia trends• Middle East trends• Global trends• Target Audience

Research• Brainstorming

challenges

China

• Local partner

• Regulatory Issues

Governments

• Privacy Policies

• Monitoring by local governments

Competitors

• Emergence of other social networks

Partners

• Request from partners for royalties

Universities

• Exclusive rights for events

 • Feel connected to the event community (through gaming

elements)• User Experience

– More and better tools to record events memories (Album, Diary, Video)

– More ways to gather events details– Broader connections across groups

• Not only within Facebook friends, we go beyond • Better review features (various rating system, opinion of

other users, search filters) • Digitalized event experience (Auto check in, QR code, on-the-

go calendar, etc.)• Access to various events based on connections/ influence

score– Users can demand the events they like based on voting

• A 360° social tool tailored to event goers

how are we different from FB

This is how..

US & EU trends

Map of Smartphone Usage

Source: UM EMEA research (2011)

Top Social Networks

Insights - Mobile Usage

Insights - It's All About Mobile

Latin America trends

key insights: Latin America

•Latin America’s online population grew faster than any other global region in 2011, rising 16 percent to 129.3 million visitors in December 2011.•Google Sites reigned as the most-visited property in December 2011, reaching 123.4 million visitors in the region, while Facebook.com led as the most-engaging web property accounting for 25 percent of all time spent online.•Social networking, which eclipsed portals as the most-engaging web activity in November 2011, accounted for nearly 30 percent of online minutes at the end of the year, an increase of 9.5 percentage points over the past year.•Latin America is home to five of the most engaged social networking markets worldwide. Internet users in Argentina averaged 10.7 hours on social networking sites in December 2011, followed by Chile (9.5 hours per visitor), Peru (8.7 hours), Colombia (7.6 hours) and Mexico (7.1 hours).•Entertainment sites continued to amass visitors in 2011, growing 14 percent to reach nearly 97 percent of all online users in the region. Peruvians, Colombians and Chileans spent the most time on Entertainment sites each averaging more than four hours per visitor at the end of the year.•Online video viewing grew rapidly in 2011 as total videos viewed grew by double digits across Brazil, Mexico, Argentina and Chile, fueled by both an increase in viewing audience and a surge in videos viewed per viewer.•Fueled by the holiday shopping season, online retail visitation jumped 30 percent as more Latin Americans turned to the web to shop and purchase goods and services. Among retail categories, comparison shopping had the highest penetration with nearly 1 in 4 online users visiting these sites in December 2011.•Latin Americans continue to display a strong propensity for search. In 2011, the total number of searches conducted increased 38 percent to more than 21 billion in December. With an average of 173 searches per searcher, Latin America leads the globe in search frequency.•Mobile phones and tablets continue to account for a growing amount of digital traffic, with Puerto Rico leading the region with 7.7 percent of all digital traffic consumed away from a personal computer. Apple led across nearly all markets in share of non-computer traffic fueled by the iPhone and iPad.

Asia trends

Middle East trends

summary

• Tool for political discourse and democracy building• Lebanon, Tunisia, Egypt and Jordan – discuss politics

almost twice the rate of their Western counterparts• Post about religion and community issues far more

frequently than the rest of the world• Social media had made them more tolerant to opposing

views• HOWEVER, they still post about POP CULTURE (at least half

post about Music and Movies)• Social media increases contacts with friends and family• Wodabi in Middle East will enhance how people use social

media in the middle east• Go to this survey

http://menamediasurvey.northwestern.edu/ it’s interactive

global trends

social media landscape (2012)

global internet users

Global Social Consumer

target audience research

audience research – gender

Source: Works Programme of Action for YoutheMarkerter Digital World Atlas

Japan: Youth = 12.6 (9.9%)Users = 95.9 (75.2%)

Russia:Youth = 20.3(14.4%) Users = 65.0 (45.6%)

UK: Youth = 8.1 (13.2%)Users = 45.4 (72.6%)

Canada: Youth = 4.5 (13.3%)Users = 26.0 (76.5%)

Spain:Youth = 4.7 (10.4%)Users = 28.9 (61.8%)

USA: Youth = 44.9 (14.1%)Users = 231.1 (74.0%)

Germany: Youth = 9.2 (11.2%)Users = 55.6 (68.3%)

France: Youth = 7.6 (12.2%)Users = 40.0 (61.2%)

India: Youth = 234.0 (19.3%)Users = 90.0 (7.6%)

China: Youth = 228.7 (16.8%)Users = 513.0 (38.4%)

Saudi Arabia: Youth = 5.0 (18.9%)Users = 24.0 (49.0%)

South Korea: Youth = 6.6 (13.6%)Users = 37.6 (76.9%)

Brazil: Youth = 33.7 (17.3%)Users = 79.0 (40.0%)

Indonesia:Youth = 40.9 (17.6%)Users = 43.1 (17.5%)

Australia: Youth = 3.5 (13.7%)Users = 16.0 (73.7%)

Egypt: Youth = 17.0 (20.2%)Users = 31,2 (35.6%)

* Figures in millions

World Map of Youth Population and Internet Users

(% of Total Population)

target market by language

female audience activation

Why people want to post on Wodabi?

How do we achieve that? Notes

Enough events information Aggregate current available info

Having fun in Wodabi Community Being able to connect to overseas users with common interestsGroup promotionEvent streaming on mobileConnection with other groups

Event streaming (could be only 1min) aims to engage users who are unable to join the event. Through mobile, anytime anywhere.

Connection btw student clubs, ex: NYU basketball team invites Columbia team to a friendly competition)

Friends are on the network Friends referral incentives

Can share to friends who are not on the net work

Incorporate with other social media platform

Review credibility Bloggers/ influencers writing out thereMotivate users to post reviews

We hire event experts or blogger to write reviews for events to increase our credibility. Currently no place for people to find reviews of the events they want to join

Personalized experience posting Photo beautifying appEasy video editing widgets

Engagement with companies and event promoters

Open company profile pageUsers can engage with people at the event (attendee, staff, ambassador)

product development (brainstorming)

• What is it about: It is the first solely event based social network that takes you out of your home. Become a Wodabi

• Features:

o Find events of your interest

o Brand Identity -Young based

o Socialize -let your friends know which events you are attending to (soundcloud concept), Map infographic/histogram of where you have been and where your friends are

o Create your own story for your experience -each event is a new experience, a new story to share, Each story will comprise of three stages -before during and after the event

o Rating system/style. Gather points for each event you attend and increase your level of influence, the more points you Gather the more influential you become -then you take free invitations and other premium offerings from the events' host

o Your profile page adjusts to your wodabi points -your "reputation" increases and drops accordingly,

o In the beginning you become a member with invitation only

o Access to events based on connections/influence score

o Only organizations can set up events. Influencers will also be able to set up based on scores and

o Twitter like platform, upload photos, comments, music, etc

• Profile page (Calendar, Notifications, Genres, Woda points, Different Colors based on level of influence, Kings/Queens, Timeline, Game Element)

• Partnership: with all the ticket selling websites. "You give them the reason to talk, we give them the voice"

• Mobile App: The same features and services provided by the web page.