mobbr report group 2a rotterdam university of applied science
TRANSCRIPT
Rotterdam University of Applied Sciences
International Business and Management Studies
Marketing Minor
Consultancy Report Mobbr
Group: 401 2A
Date: 26th of January 2015
BlertaShala 0851500
Nadine Elsenaar 0845859
Nesiagho Patience Ekene 0893843
Alex den Bieman 0849346
Bruno Alonso Exchange
Kirsten Vermeer 0848159
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TABLE OF CONTENTS
Chapter 1: Introduction ............................................................................................................................................................... 4
Chapter 2: Literature Review ................................................................................................................................................... 6
Market Analysis........................................................................................................................................................................................ 6
Competitor Analysis ............................................................................................................................................................................... 8
Platforms .................................................................................................................................................................................................. 10
Segmentation ......................................................................................................................................................................................... 12
Digital Appearance .............................................................................................................................................................................. 13
Offline and Online Marketing Campaigns .................................................................................................................................. 14
Chapter 3: Research Methods ................................................................................................................................................ 21
Chapter 4: Findings...................................................................................................................................................................... 24
Competitor Analysis ............................................................................................................................................................................ 24
Platforms .................................................................................................................................................................................................. 27
Segmentation ......................................................................................................................................................................................... 32
Digital Appearance .............................................................................................................................................................................. 34
Offline and Online Marketing Campaign .................................................................................................................................... 39
Situational Analysis : MICRO ENVIRONMENT ............................................................................................................... 39
Situational Analysis : MESO ENVIRONMENT ................................................................................................................. 40
Situational Analysis : MACRO ENVIRONMENT ............................................................................................................. 42
Strategic Goals and Objectives .............................................................................................................................................. 45
Vision and Mission ..................................................................................................................................................................... 47
Key Performance Indicators .................................................................................................................................................. 47
Strategy ........................................................................................................................................................................................... 49
Digital marketing Mix ............................................................................................................................................................... 50
Digital Marketing Campaign .................................................................................................................................................. 54
Chapter 5: Conclusion and Recommendation .............................................................................................................. 54
Chapter 6: Implementation .................................................................................................................................................... 58
Bibliography .................................................................................................................................................................................... 59
Activity Log ....................................................................................................................................................................................... 64
Reflection .......................................................................................................................................................................................... 67
Peer Assessments ......................................................................................................................................................................... 70
Appendix 1: Theories ................................................................................................................................................................. 71
Appendx 2: Interview Outlines ............................................................................................................................................. 73
Appendx 3: Interview Outcomes ......................................................................................................................................... 76
Appendix 4: Segmentation ...................................................................................................................................................... 84
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Appendix 5: Digital Marketing Plan ................................................................................................................................... 86
Appendix 6: Digital Marketing Campaign ...................................................................................................................... 91
Appendix 7: Website ................................................................................................................................................................. 100
Appendix 8: Final Powerpoint ............................................................................................................................................ 103
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CHAPTER 1: INTRODUCTION
Mobbr wants to start an economy no one has ever seen before...
In short, Mobbr is a new payment system for crowdsourcing platforms. Crowdsourcing is getting
information, work or services from a people, a crowd, online. Mobbr their strength is their payment
system. They use a new payment system that is different from others that are on the market. It is different
in a way that Mobbr rewards different types of work that can be crowdsourced and enables payments to
be made according to a chosen division. It is different since it can pay interactivity that has added value,
whereas compared to other online payment systems, such as PayPal for instance, this has not been the
case before.
On the LinkedIn of the company they explain their concept and aim in just a few sentences: “some people
think crowdsourcing is a free way to get work done. We think it’s also a great way to let a whole
community contribute to success. Success for all that needs rewards for all” (Mobbr crowdpayments).
Mobbr their problem is that the service can be applied to so many situations, they run the risk of having
too little focus. The goal is to help Mobbr focus and realize a successful market launch, in the form of an
actionable marketing campaign plan for one or two specific target segments. This plan will cover digital
marketing parts as well and a demo website. The demo website includes possible improvements on the
current website of the company.
MAIN QUESTION/GOAL:
Focus on one or two segments in the market and create a ‘digital’ marketing campaign plan.
SUB QUESTIONS AND DELIVERABLES:
How does the market of crowdsourcing look like in the Netherlands?
To provide more insight in the crowdsourcing market and crowdsourcing categories.
Who are the main competitors of Mobbr and what are their competitive advantages?
To give an overview of the competitors of Mobbr and their competitive advantages.
What can be learned from existing platforms and what do experts in the platform field think about
Mobbr?
To provide more insight in existing platforms: successes, failures and experts their opinion about the
Mobbr concept.
How can the market be segmented, targeted and how should Mobbr position?
To give information about segmentation, targeting and positioning for the possible segments that Mobbr
can focus on to come to a suitable segmentation strategy.
How do potential clients react on the new website of Mobbr?
To provide more information about the criteria of attractive websites, integration of Social Media and the
opinion of visitors of the new Mobbr website.
How to create a successful offline and online marketing campaign for Mobbr?
To provide an offline and online marketing campaign plan for Mobbr. Recommendations will be given
with the steps to take. The main focus here will be on viral marketing.
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ISHIWAKA DIAGRAM
The Ishiwaka Diagram, also known as the Fishbone Diagram, will be used to visualize the research for the
project. It is a ‘living’ document and could be changed and adjusted during the project. The main research
question, sub research questions and associated research topics can be found in the Fishbone Diagram.
The research questions will be answered via primary and secondary research. Desk research via articles,
books and the internet will be thoroughly done and field research via interviews and questionnaires will
be done as well in order to gain the necessary information.
The two biggest expected risks of the project will be getting the primary research done and getting the
project done within time. Getting primary research done might be a risk because of the dependency on
external factors, such as companies that would not like to do an interview but the team actually hoped to
have an interview with. Time might be a risk because it is a big project.
The risk of time will be conquered by a good schedule and the primary research risk will be reduced by
approaching companies on time about the possible interviews, so their (non)participation can be taken
into account.
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CHAPTER 2: LITERATURE REVIEW
This chapter will contain information about the market analysis, competitor analysis, platforms,
segmentation and a possible offline and online marketing campaign for Mobbr.
MARKET ANALYSIS
The Market Analysis will provide information about crowdsourcing in general, crowdsourcing categories
and crowdsourcing trends.
WHAT IS CROWDSOURCING?
Crowdsourcing has become very popular among companies, universities and institutions as a modern
tool for problem solving. Crowdsourcing is based on the concept of an open publication of a problem that
finds a solution online via the crowd’s responses (Giaoutzi & Papadopoulou, 2014).
The concept of crowdsourcing is described according to C-A. Papadopoulou and M. Giaoutzi, two teachers
of the School of Rural and Surveying Engineering which is part of the National Technical University of
Athens, by: ‘a process, including methods and techniques of data collection and info generation that
involves large groups of users, who are not organized centrally and generate shared content’ (Giaoutzi &
Papadopoulou, 2014). This is stated in their article, which is named: ‘Crowdsourcing as a Tool for
Knowledge Acquisition in Spatial Planning’. Basically, crowdsourcing is getting information, work, or
services from people, a crowd, online. Such as a forum where problems are discussed.
An example that illustrates crowdsourcing is the following:
In 2010, an original Lays campaign started. The Netherlands got the opportunity to think about a new
taste of the popular Lays chip via crowdsourcing. Lays involved their customers in a very innovative way
with this campaign.
The campaign was called: ‘Maak de Smaak’ which is Dutch for: ‘Make the Taste’. Lays searched for ideas
from Dutch consumers about their new taste of chips. Consumers were able to come up with ideas via
crowdsourcing. Because of the talents and innovative power from the Dutch crowd, Lays was able to
develop and present a new taste of chips via crowdsourcing.
According to Michael Blankert, who is Brand Manager of Consumer Engagement at Pepsico Nederland
B.V. and who wrote the article: ‘Lay’s Maak de Smaak: een nieuwe smaak op de markt door
crowdsourcing’ the goal of this campaign was to involve the consumer in the product development of the
chips and reward them for loyalty and creativity. Which resulted in a new taste of chips developed by and
for the consumer.
Within two months 700.000 ideas for new chips tastes came in with 375000 entries, so it can be
concluded that this campaign is an example of a successful crowdsourcing campaign (Blankert, 2011).
WHAT ARE CROWDSOURCING CATAGORIES AND TRENDS?
According to David Bratvold, who is the founder of Daily Crowdsource, which is a site for crowdsourcing
news, there are four main subcategories as to which crowdsourcing can be broken down to, namely:
Microtasks;
Microtasks involves projects that are broken down to several pieces. Each crowd worker can only see his
or her piece of the project and not the whole project.
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Macrotasks;
Macrotasks is similar to microtasks, however the crowd worker can see more pieces or the whole project
and can get involved in any piece they have knowledge about. This form is more common with complex
projects.
Crowdfunding;
Crowdfunding is getting a crowd to help fund a project. Its unique part is that there is a goal and a
deadline and if the full amount of the project has to be funded before the deadline or the project will
receive nothing from the funding.
Crowd Contests;
Crowd contests are used when a crowd is asked to work and only get compensated for the chosen entries.
According to Mr. Bratvold, who is keen on educating business professionals on the benefits of
crowdsourcing, there are several trends that can be seen for crowdsourcing, namely (Bratvold, 2011):
1. Curated Crowds
The bigger the crowd does not mean the better the output here. It is unmanageable to involve
huge crowds in a project. It is more recommended and more standard to work with fewer people
with a lot of knowledge about the subject than to work with a lot of people with a little
knowledge about the subject. There are several sites where anyone can request to join the crowd,
but they have to proof their qualities and ability to add value before being able to participate in
the project.
2. Quality Improvements
As microtasking gains in adoption, more and more crowdsourcing platforms are having success
with an extra level of quality control of the input. The results are getting more correct, which is
beneficial for the projects crowdsourced. Sites like Microtasks have added extra redundancy and
question and answer checks to ensure the level of input.
3. The Standardization of Crowdsourcing
Crowdsourcing is not an industry, it is a grey area for a lot of people. The current leaders in
crowdsourcing are working to define the grey area and standardize it as much as they can.
4. Corporate Acceptance
Already several Fortune 100 corporation have taken a step into crowdsourcing. Even PepsiCo
continued to execute crowdsourcing projects and Amazon build one of the largest crowdsourcing
platforms. These facts show that besides the fact that crowdsourcing is ‘relatively’ new,
important companies are starting to see the benefits and are using it already.
5. Early Adoption
Although companies are accepting crowdsourcing more and more as a way of working, it is still
in the early adaption phase.
GENERAL CONCLUSION
Crowdsourcing has become very popular over the years, huge brands such as Lays in the Netherlands
incorporated crowdsourcing into their businesses. There are several categories in crowdsourcing,
namely: microtasks, macrotasks, crowdfunding and crowd contests. Although crowdsourcing is still in the
early adaption phase, trends can be seen for this innovative way of working, for example the growth of
corporate acceptance for crowdsourcing.
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COMPETITOR ANALYSIS
The competitor analysis will contain information about Porter’s Five Forces, the main competitors, their
main competitive advantages and the Blue Ocean Theory.
WHAT IS THE PORTER’S FIVE FORCES MODEL?
Porter’s Five Forces Model is a widely used model for assessing the profit of potential of industries, in
other words, the industry’s attractiveness. The Five Forces Model outcome is different for every industry.
Michael Porter identified: industry competitors, potential entrants, substitutes, buyers, and suppliers as
the five forces that make a market segment or industry interesting and attractive to be in. These five
forces could be used to identify the market for Mobbr, their opportunities and threats. A picture of the
Model can be seen in Appendix 1. Each force of the five forces can be seen as a separate dimension, which
all five together attribute to the industry attractiveness and define the industry’s competition. The forces
or dimensions that impact the industry the most, become the vital points for formulating a strategy. Each
force has its own characteristics, which are vital to the power each competitive force has.
The five forces and their characteristics are:
Barriers to Entry
Barriers to entry are the most important components in an industry that makes the industry unattractive
to enter for new competitors. The limitations that industries could oppose are the economies of scale,
differentiation in the industry, resources needed to enter, the costs to switch to another industry, the
access to patents and subsidies and the location of the industry.
Substitutes
Substitutes in an industry are services and products that have the same function or provide the same
need as other products and services. The most important influence here in an industry is the change of
technology.
Rivalry among Existing Competitors
Rivalry among existing competitors is about how hostile an industry is at a specific moment. In most
industries companies sell products or services that are in a way similar to competitor’s products and
services. How hostile or aggressive rivalry in an industry is depends on the amount of competitors, the
rate of growth of an industry, the amount of fixed costs, the non-existent differentiation, capacity of an
industry and the diversity of competitors and strategies.
Power of Suppliers
Suppliers’ bargaining power in an industry is based on the ability of suppliers to threaten to raise prices
and reduce quality. There are several influences that can cause suppliers to become powerful. That is the
case if the suppliers group gets more concentrated than the companies they are selling to, if the industry
suppliers deliver to are of little importance to the suppliers, if the suppliers’ products are of great
importance to the industry and when a suppliers’ group threatens forward integration.
Power of Buyers
Buyers’ bargaining power could influence an industry’s prices to go down or to increase the quality of a
product or service. The factors that mainly determine the amount of bargaining power buyers have in an
industry are the amount of buyers compared to the amount of sellers. Also of influence is whether the
products are standard products or differentiated products, switching costs for the buyer, the buyer’s
profitability, how important the level of quality is and the market price compared to the supplier’s cost
(Arons & Waalewijn, 1999).
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HOW TO DEFINE THE MAIN COMPETITORS?
The main competitors will be defined by analysing the current competitors. This broad competition
analysis will be undertaken in two steps. First, the market will be looked at from a consumer’s point of
view and a group of all the competitors will be assembled that compete for the consumer’s money.
Secondly, groups of competitors based on their competitive strategies will be made. When groups of
competitors have been assembled their strengths and weaknesses will be analyzed, to find out where
their advantages lie and on what point they are most vulnerable. The lack of skills, market share,
resources, experience and other key assets all form the base for analysing the strengths and weaknesses
(Entrepreneur, 2006).
The main competitor will be defined by this research, this is the competitor who after analysing the
groups has the least weaknesses and the most strengths over other competitors from the group.
HOW TO DEFINE THE MAIN ADVANTAGES FROM COMPETITORS?
The main competitor advantages of competitors will be based on Porter’s Generic Competitive Strategy
Model. According to Porter there are three generic competitive advantages: differentiation, cost
leadership and focus. Each of the three generic strategies lead to different types of competitor advantages.
The strategies differentiation and cost leadership both pursue a competitive advantage in multiple
industry segments. The attention of focus is more on cost focus and differentiation focus in more specific
industry segment (Porter, 2008). When it’s known what competitive strategy the main competitors
follow, their main advantages can be defined by analysing their strategy and how well they make use of
those advantages. This could be used for Mobbr to identify where possible competitors are lacking or
gaining terrain in the industry.
WHAT IS THE BLUE OCEAN THEORY?
The Blue Ocean Theory is built upon the theory that there are two different kind of spaces that business
can operate in, one being a Red Ocean and one being a Blue Ocean.
The Red Oceans being the market space where almost all of the industries are currently operating in, the
market space that companies know. In the Red Ocean market space competitive rules and boundaries are
in place, companies know about them and they are being accepted. In this space companies compete with
each other because they all want the greatest market share. While this space gets more and more
competitors, profits decline and growth becomes hard to realize. The increased competition intensifies
the rivalry and makes the water turn bloody red.
The Blue Ocean is the market space that is non-existent yet, companies and consumers don’t know about
this space yet and therefore there is no competition. Instead of the Red Ocean where demand is competed
on, demand in the Blue Ocean is created. In this market space, companies have plenty of space to grow
and the opportunity to do so in a quick pace. A picture of the Red Ocean versus the Blue Ocean Strategy
can be found in Appendix 1.
GENERAL CONCLUSION
By using the different theories and strategies information about competitors and their advantages will be
gained. Even though the Blue Ocean strategy and the Porter Five Forces are very different, they are both
useful to show and identify what competitors there are for Mobbr and whether there are possibilities to
do something different.
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PLATFORMS
In order to identify which platforms could be possible consumers of Mobbr , successful platforms will be
studied to investigate what makes them successful. Furthermore, the problems that are faced by
crowdsourcing platforms are studied.
WHAT ARE EXAMPLES OF SUCCESSFUL CROWDSOURCING PLATFORMS?
In order to learn from successful platforms, examples can be looked at and criteria that makes a platform
successful can be found. Both Ichitect and Opentube.com provide a list with a top three of the best
crowdsourcing platforms. Ichitect has a more up to date list, since the list of Opentube is from 2009,
however Opentube has a better description of why these platforms were or are so great.
On Ichitect.com, the first platform that is listed as the best one is Designcrowd. According to Designcrowd
themselves, their success lies in the advantages over the traditional design process: it is worldwide, has a
fast responses, is less costly, more creative and risk free since the money can be refunded if the designs
aren’t as expected. Furthermore, the website is easy to navigate through and there are many options.
Secondly, 99designs is mentioned, 99designs has a great reputation and similarly to Designcrowd, there is
a money-back guarantee. A part of the contract is the ability to have an unlimited number of revisions and
making a competition of the project. The website is also easy to navigate through and the option to work
one on one is also available. Additionally, they have the option or ready-to-purchase logos and the option
of Swiftly, which helps smaller tasks to be executed faster.
Thirdly, oDesk is listed on Ichitect.com. oDesk is a large online workplace with more than a million
companies hiring freelancers to do a job. With oDesk, hiring is easy and based per-job, oDesk is described
as very reliable and affordable.
The first one listed on the top three of the best crowdsourcing platforms of Opentube.com is Chaordix. As
written on Opentube, it is simple to search with and to interpret input that gives the business an
advantage. Chaordix is different because of their ability to handle large crowds, to minimize bias and to
engage different types of crowds.
Secondly, IdeaScale is listed. Through IdeaScale, companies can request ideas from the crowd and rate it.
It is a system of piling on each other, it starts with one idea and others build upon that idea and expand it.
Ideascale is described as the most powerful, rich idea management tool available. Portals can be managed,
ideas exported and it has powerful integration tools.
Crowdspirit is at the third place, Crowdspirit is especially great because it enables innovators from
outside the company to be directly involved in a project. After the idea is submitted and selected,
outsiders are invited to join.
Therefore, the characteristics of successful platforms can be concluded as:
- Cheap, cost free, (money-back guarantee)
- Easy to navigate website
- Per-job hiring
- Reliable with fast responses
- Able to handle large crowds and different kinds of crowds
- Minimize bias
- Powerful integration tools
- Direct involvement in the project of the company
- Ability to pile ideas on ideas
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There are several types of crowdsourcing. As written by Steve Keifer, Jeff Howe has described four ways
of crowdsourcing in his book ‘Crowdsourcing’.
The first one is co-creation. Co-creation is creation made by other people, value is added by their
activities. For instance, these can be tasks or solving problems.
A second type described by Mr. Howe is crowd voting. People all over the world can review content
online, which helps to filter and organize it for the others. This can be done in multiple ways, people can
simply vote and rate the content, or a software determines the popularity based on views, for instance.
A third kind described is crowd wisdom. Crowd wisdom refers to many people using their knowledge to
solve problems or predict future results. Basically, using their intellectual sources.
The fourth and last one, is crowd-funding. Which brings people and organizations to collect funds for a
certain project.
WHAT ARE POSSIBLE PROBLEMS OF CROWDSOURCING PLATFORMS?
There are several crowdsourcing problems described by Paul Wagorn that crowdsourcing platforms deal
with (Wagorn, 2014).
The first one is lack of confidentiality, crowdsourcing gives everyone a chance to join in. Even if there are
restrictions, there is never a guarantee who to deal with, what level of knowledge the person has, where
they are and how old they are for example. There is not much information on the person sitting behind
the computer, therefore answers can easily be questioned. This could be solved by using a rating system
or a limit of false answers before being banned from the platform.
Secondly, a problem mentioned is lack of communication. If the problem is not correctly understood by
the participants, it may lead to a number of concepts that cannot be applied. There is a lot of room for
miscommunication when there is no further communication at all. A certain way for the participants to
communicate would fix this.
Thirdly, risks of intellectual property are discussed. There is a risk of getting into legal trouble when using
other’s solutions. In order to prevent this, proper research should be done before the solution is officially
chosen. Also, guidelines about intellectual property should be set.
Furthermore, there is the risk that a lot of ideas are provided, but not actually solutions. This creates only
more work for the enterprise. This can be prevented with clear rules as to what the responses should
consist of.
Lastly, since there are a lot of ideas submitted, there is a lot of work for the technical staff as well. Since
they need to respond, review and perhaps even divide the best work from the other work. It takes time
and costs money. This can be solved with a good filter system on the platform. Furthermore, as
mentioned before, with a rating of the users.
GENERAL CONCLUSION
In conclusion successful factors for crowdsourcing platforms are: fast responses, cheap, easy to navigate
on the website, per-job hiring, reliable, able to handle large crowds and different kinds of crowds,
minimize bias, powerful integration tools, direct involvement in the project of the company and the ability
to pile ideas on ideas. Furthermore, the platforms can be divided in co-creation, crowd voting, crowd
wisdom and crowd funding. The platforms mostly deal with problems of confidentiality, communication
and risk of intellectual property.
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SEGMENTATION
Segmentation will contain information about the definition of segmentation, how to define possible
industries or markets to target, how to position and how to come to a suitable segmentation strategy.
WHAT IS SEGMENTATION?
Market segmentation is a marketing strategy that involves dividing a broad target group into subsets of
consumers who have common needs and priorities. Different strategies are implemented to target the
specific groups. According to the situation of Mobbr, their target group is big, which is in line with the
problem statement. When the segments are known, a Marketing Mix can be designed that precisely
matches the expectations of the customers in their segment.
There are several methods for segmentation, namely behavioral, demographic, psychographic and
geographical differences. Segmentation that is done according to demographic characteristics is based on
different variables such as age, gender, occupation and educational level. Segmentation can also be done
according behavior, groups can be divided according their knowledge, attitude or response rate to a
product or service. Psychographic segmentation is the analysis of the consumers lifestyle, to gather
information about their activities, interests, opinion and statements. Geographical segmentation is done
via differences in the place of work or residence (Business Dictionary.com , 2014).
HOW TO DEFINE POSSIBLE INDUSTRIES/MARKETS TO TARGET AND HOW TO POSITION?
The STP Model can be used during the segmentation, targeting and positioning of companies. STP stands
for Segmentation, Targeting and Positioning. The figure in Appendix 1 provides a more detailed
explanation.
HOW TO COME TO A SUITABLE SEGMENTATION STRATEGY?
After defining the segment, how to target the market and how to position in the market the planning of
the positioning can take place. The Marketing Mix Model can be used to come to a strategy for this
planning. The Marketing Mix exists out of the 7 P’s: Product, Price, Place, Promotion, People, Physical
evidence and Processes. Explanation can be found below:
Product/Services: How to develop the products/services from the company?
Prices: Is a change in the pricing model necessary?
Place: What are the distribution options to experience the product/service?
Promotion: How to promote the product/service within paid, owned and earned media
channels?
Physical Evidence: How to reassure the customers?
People: How are the ‘people’, also called staff, are they skilled enough or is training
needed?
Partners: Are the existing partners managed or are new partners needed (Hanlon, 2014)?
GENERAL CONCLUSION
Market segmentation is a marketing strategy that involves dividing a broad target group into subsets of
consumers who have common needs and priorities. There are several methods for segmentation, namely
behavioral, demographic, psychographic and geographical differences. The segmentation strategy for this
market can be defined according the STP Model and the planning can be strategized by the use of the
Marketing Mix Model with the 7 P’s.
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DIGITAL APPEARANCE
Digital appearance will contain information about the website of Mobbr. Criteria for attractive websites will
be researched. Secondly, since Social Media is very important nowadays, suitable ways to integrate Social
Media for Mobbr are researched. Thirdly, Primary research will be held via a survey to see what the visitors
opinion are on the new Mobbr website.
WHAT ARE CRITERIA FOR ATTRACTIVE WEBSITES?
In order for Mobbr to create an attractive website Mobbr has to have a mind map of the exact information
they need to show on their website that will be attractive ad appealing to their customers. According to
(Clay, B 2014) a website page must be clean, uncluttered, and very easy to read without hurting the eyes.
Some points for attractive websites, and important for Mobbr to keep in mind, are the following:
1. Content Richness
2. User-friendliness
3. Reliability
4. Freshness
5. Security
6. Commercial
7. Image
8. Social Media
9. Content Sharable
10. Language
WHAT IS SOCIAL MEDIA AND HOW TO INTEGRATE IT FOR MOBBR?
Social media is a term for all internet applications, that make it possible to share information. It is one of
the main activities people take part in online nowadays. Examples of Social Media are: Facebook, Twitter,
Instagram and Google+. Mobbr is already using different types of Social Media, but insight is necessary
about how to integrate this more and to check whether there are Social Media platforms that Mobbr is
missing out on. Syncing social media on Mobbr their website can drive added value to the audience and
paying customers alike.
WHY CHECK THE OPINION OF VISITORS ON THE WEBSITE?
Mobbr recently launched a new website. Since Mobbr is targeting a digital market, their website is very important. Insight is necessary to see what the opinion is from visitors on the new website. Do they understand the concept? Is the website easy to use? Both important questions to see whether this new website will be a success. WebQual is an important tool that will be used here. Webqual is an instrument for assessing the usability, information, and service interaction quality of Internet web-sites, particularly those offering e-commerce facilities.
GENERAL CONCLUSION
Digital appearance is very important for Mobbr, since they target an online market. The appearance of
their new website is even more important, because that’s how Mobbr communicates with their market.
Examples of criteria for attractive websites are content richness, user friendliness and use of language.
Social Media is an important tool for Mobbr to use on their new website, because it can add value for the
company. The opinion of visitors on the new website is crucial to know for Mobbr, since customer insight
is necessary for success.
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OFFLINE AND ONLINE MARKETING CAMPAIGNS
The offline and online marketing campaigns will contain information about the criteria for creating a good
campaign, cases of successful campaigns, a situational analysis of Mobbr and its digital performance,
strategic goals and objectives, KPI’s, the digital marketing strategy and the digital marketing plan to come
to the most suitable marketing strategy for Mobbr and its target group. The several parts of the research for
the campaign will be thoroughly explained, in order for Mobbr to easily execute it.
CRITERIA FOR CREATING A GOOD CAMPAIGN
The MOBBR team needs to come up with a successful campaign that will take the customer base of the
company to a whole other level. People need to be convinced of their need for MOBBR and of what they
can bring to the table for them. However, the budget is low and therefore it is important to think of the
campaign wisely and to learn from others that have set up a campaign at a low budget and have gone
viral.
First of all, it will be examined how a good campaign can be created and what the company should or
should not do.
1. Know the company’s audience and provide for relevant information. First and foremost it is
important to know that each social network is different in identity and audience, therefore each
audience of each social network site should first be analyzed prior to setting of the campaign.
MOBBR should also determine what their audience is and which audience they want to reach. For
example, Google+ is known to be used mostly by men whereas Pinterest is rather popular with
women.
2. Do not only make posts about MOBBR for the campaign. Engagement is not created through
solely posting about the company itself. The posts that the company makes need to entail stories
that will tell what the benefit of the company is or that will show the benefits. The posts and
messages need to have a twist in order for it to encourage readers to read and share it.
Furthermore, the message has to be directed towards the reader and it should be made personal
by using words like “you”.
3. Share what is important to the company. Some companies might not have the time to sit down
and come up with content or they might not have the budget to do so. In that case one can also
post short messages that are important to the company and it can post content that it is
passionate about. When a company posts what is important to oneself it creates a form of
personalization towards its customers where it does not portray the image of a company but
rather as a person (Schiff, 2014).
4. Track the shares and comments. Keep track of what others are responding to the posts and
whether they are sharing those. Did they actually read the content and did they share it? What is
it that made them act to it? In this way one can recognize what customers like and what they do
not like but also what is working for the company and what does not (Collier, 2014).
5. Be consistent. In order for people to recognize and keep in mind the brand one should be
consistent in what it posts and what message it wants to give to the customers. Consistent
messages can also be adapted and used for other purposes (Schiff, 2014).
6. Think about external factors. Think of the outcomes of the campaign, what is it that can happen
after launching the campaign. Try to predict what the external environment will do and if it might
15
change, create a campaign based on the upcoming changes. Also look at the current economic
conditions, will they change and what kind of effect will it have?
7. What can MOBBR do to reach its goals? After goals are set there should be a plan on how to
reach those goals, therefore create a list of what needs to be done to reach those and how this
could be achieved through the campaign.
In order to increase the chances of the MOBBR campaign to become successful and to go viral one needs
to put a lot of time and effort into the planning of the campaign. Therefore, it is important to thoroughly
think about what can be done and how it should be done. There are four stages of creating a successful
campaign: analysis, planning, action and impact (Mckennie, 2013).
There are several Do’s and don’ts for campaigns which are important to look at in order for it to become
successful.
Do’s Don’ts
Embrace borderless digitalization (Lover, 2014) Solely talking about MOBBR (Collier, 2014)
Be creative – stand out (The Financial Brand,
2013)
Underestimating the power of clicks (Lover,
2014)
Create a funny or memorable campaign Advertise too much (The Financial Brand, 2013)
Refine MOBBRs understanding of the target
market
Create long messages
Clearly define the goals and expectations (The
Financial Brand, 2013)
Rolling out a campaign without enough checks
and rechecks. (Netline Corporations, 2014)
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CASES OF SUCCESFUL CAMPAIGNS
1. Lays do us a flavor
In mid-2012 Lays came up with a campaign that had benefits for customers as well as the company itself.
It allowed their customers to come up with a flavor for their lays chips. This campaign called “Do Us a
Flavor” challenged customers to come up with an interesting flavor in order to get the chance to win $1
million or to obtain 1% of their sales revenue.
The video became a viral success as people got the opportunity to think about a certain flavor that they
would like for their chips and they were able to make a lot of money with it! One of the main reasons for
their success is that their customers liked having a say in the production, as they had a voice.
Marketing Subject Change after Commercial
Social Media Followers Tripled fan base on Facebook
Sales Went up by 12% (Ankeny, 2014)
Video views Over 12 million
2. Dove Men + Care Brazil
Dove is known for its touching, original and funny commercials and in Brazil it has launched one of its
most successful campaigns so far. The commercial is actually a parody of the Pantene advertisements for
woman’s shampoo as it portrays a shampoo that gives ladies luscious, long hair.
The campaign shows Diego, who suddenly has luscious long hair just as in the shampoo campaigns for
woman. However, Diego does not notice that his hair looks like woman’s hair. His colleague asks whether
he has done something to his hair and he points out that it looks different. Diego, then, notices that his
hair has become beautifully long and shiny and rushes back home to use the Dove Men + Care shampoo to
get his hair back to normal. The end of the campaign says: “it’s not for woman”. Even though the
commercial is in Brazilian it has become an international hit and it was nominated for several awards
including the prestigious Cannes Golden Lions (Advertising Age, 2013).
The main reason for its success is that the video was seen as funny as it is a parody. People tend to share
funny videos, as they also want to make other people laugh. The more shares, the more people see it and
get acquainted with the brand or come to like the brand.
Marketing Subject Change after Commercial
Sales Increased by 5.9% (Mcclure, 2013)
Video views 2.1 million in the first month
Shares 167,218 in the first week (Hall,
2013)
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3. Budweiser Superbowl
The Budweiser commercial for the Super Bowl this year was liked by the public as it was touching and
sweet. The commercial portrayed a friendship between a dog and a horse in order to portray the slogan of
the beer, which says “best buds”. As previously stated, the commercial went viral even though it was aired
only once during the super bowl. It gained people’s attention as it increased their likeability against the
company. The company also increased the likelihood of people buying their product by 37% and it
achieved over 1 million shares in a short period of time. Up until now the video has been viewed over 53
million times on YouTube creating even more awareness for the company.
The video became viral due to its likability factor. People like animals and feel touched by the friendship
between the horse and the dog.
Marketing Subject Change after Commercial
Sales Likelihood increased by 37% (Marketing Charts, 2014)
Video views Over 53 Million views up until now (Budweiser, 2014)
Shares Over 3.1 Million views up until now (Viral Video, 2014)
4. Internship.com and Charlie Sheen
Internship.com used Charlie Sheen to post an advertisement
for them. As soon as Charlie sheen invited the entire world to
become his intern the post went viral and internship.com
became a hit (Carter, 2013).
Marketing Subject Change after Commercial
New applicants 74.000 in the first 48 hours
Retweets 7761
New vitors to the website
Over 1 million unique visitors
Conclusion
A commercial should be original, it should stand out, it should be funny, surprising, have a likability factor
or touch our hearts and makes us think in order to go viral. Furthermore, it should be well thought out
and well planned in order for it to become a successful campaign and one should always keep in mind the
external challenges that the campaign brings but also the changes that might come. Being well prepared,
creative and different is key in this case.
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SITUATIONAL ANALYSIS: WHAT IT IS AND HOW IT WORKS
A situational analysis will be done to create an overview or evaluation of current but also past factors that
have influenced or could influence the organizations current future. The company needs to be evaluated
internally but also externally. Therefore, its customers, competitors and the market as well as the
economical, technical en social aspects need to be reviewed. These analyses will eventually be
represented in a SWOT analysis (The Business Dictionary).
It is important to create a situational analysis for a company because the information gathered is needed
to formulate a successful marketing strategy. Therefore, the outcome of such an analysis forms an
essential part of the marketing plan.
As mentioned before, the situational analysis incorporates internal and external information regarding
the company. The main issues will be explained in the guide to creating a situational analysis:
1. What is the company’s current product situation?
Which explains the sort of products or services that the company sells and breaks that down into
core products and secondary or supporting products (or services) that the company sells. This
needs to be done in order to be able to relate the core product/service back to the core client.
Another option for this part is to add an extra section where the client’s needs and wants in
relation to the product/service are discussed.
2. What is the company’s competitive situation?
This section will entail information about who the main competitors are, what they currently are
doing and explain how they think that their product or service features benefit the client. It also
explains what their competitive advantages are.
3. What are the environmental factors that influence the company?
Examines what the internal and external environmental factors are that ought to be taken into
account for the company. These factors can include economic, sociological, legal, technological or
political issues.
4. What are the strengths, weaknesses, opportunities and strengths for the company?
This will be illustrated in a SWOT analysis diagram, which creates an overview of what the
company is accelerating at and what it should improve. Moreover, it gives an insight in what the
weaknesses are of a company and what the threats are that it encounters (Margarit, 2013).
WHAT ARE STRATEGIC GOALS AND OBJECTIVES?
Strategic goals and objectives are created in order to obtain long-term results. These long-term results
cannot be achieved without having certain short-term results that will put the company on the right track
to achieving those desired results.
The company needs to have a vision and a mission statement so that the company can set the goals and
objectives towards achieving that. Objectives are SMART, which means that they should be specific,
measurable, achievable, realistic and timely. Therefore, the objectives set need to explain what will be
accomplished by what time and how much of it.
There are three basic types of objectives:
Behavioral objectives
These objectives are mainly focused on changing the behavior of employees. Changing what they
are doing and how that affects their work.
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Community-level outcome objectives
A company can set these objectives if it wants to create a community feeling within the company
instead of it having an individual vibe.
Process objectives
These objectives are set because the form the basis to achieving the other objectives set by the
company.
Why should objectives be created?
Objectives help a company to come up with timely and feasibly ways to achieve its mission, furthermore it
can also show people (funders, organization, stakeholders) what the company has already accomplished.
Creating such objectives also helps the company to make the distinction between what is important and
what is not.
How can objectives be created?
First of all, the mission and the vision statement need to be defined. Secondly, the changes that the
company wants to make need to be defined and planned in order to fulfill the mission. When the changes
to be made are outlined it is important to analyze whether the issues that the company is facing are
actually relevant and to see how big the issue actually is. After having done so, the company needs to
determine what is realistic for the company to accomplish and what is not. Lastly, the objectives for the
company can be set. The objectives can then be used to define the strategies to be used to achieve those
(Fawcett, 2011).
Strategic goals are created to reach the objectives set by the company. A way of determining and
brainstorming through the goals for digital marketing is to use the 5Ss model. This model includes:
Sell – increase the company’s sales through for example, by having more products/services
available.
Serve – service is one of the things that other companies can’t copy, therefore a goal can be to add
value to the customer by increasing the benefits that customers receive by being part of the
company or creating for excellent service.
Speak – get to know what the customer thinks and wants by handing out questionnaires for
example or asking them what they thought of the service online.
Save – this goal is set to save costs wherever the company can, such as saving on printing cost or
reducing transaction cost.
Sizzle – reinvent the company and reinforce new rules within it. Create brand awareness, make
people recognize and be familiar with the brand (Chaffey D. , Digital Marketing, 2012).
WHAT ARE KEY PERFORMANCE INDICATORS?
Key performance indicators are some form of performance metrics that show what the overall
performance of a process or sub process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an
organization to define goals and to measure weather the progress towards those goals is made.
The mission and vision of a company need to be identified to all people involved, such as the stakeholders.
After defining certain goals and objectives the company needs to have a way with which it can measure
whether those goals are met and to what end. That is why KPIs are used. The measurements need to be
agreed beforehand as they reflect what will be the success or fail factors within the company.
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Each company has different types of key performance indicators, depending on the type of company. One
company might be focused on what part of the income flows out of return customers whereas another
company might rather list the number of customers helped per year.
There are several important things to keep in mind:
1. Key performance indicators reflect the goal of a company, therefore they should be based on the
goals that the company is trying to reach.
2. The key performance indicators should be quantifiable, in other words one should be able to
accurately measure whether the goal is met.
3. Key performance indicators should ultimately lead to the success of a company. They are created
so that they guide towards success.
In order to get of an insight on what are good and what are bad key performance indicator, a table is
shown containing a few examples, the good examples are formulated according the SMART method (Reh,
2013).
Good Bad
Title: percentage of total gross profit in
sales per month (in dollars). The profit is
measured before returns.
Title: Increase sales
Defined: The difference in gross sales in
dollars each month. (percentages will be
used to express the numbers)
Defined: the changes of number of sales
from one month to another.
Measured: total sales for the company
throughout every area.
Measured: total number of sales
Target: from august to January, increase
sales by 15% each month.
Target: more sales each month
GENERAL CONCLUSION
A situational analysis will be done to create an overview or evaluation of current but also past factors that
have influenced or could influence the organizations current future. The company needs to be evaluated
internally but also externally.
Strategic goals and objectives will be created in order to obtain long-term results. These long-term results
cannot be achieved without having certain short-term results that will put the company on the right track
to achieving those desired results. These are based on: behavioral, community-level or process objectives.
Objectives help a company to come up with timely and feasibly ways to achieve its mission; furthermore
it can also show people (funders, organization, stakeholders) what the company has already
accomplished. Strategic goals are created to reach the objectives set by the company. A way of
determining and brainstorming through the goals for digital marketing is to use the 5Ss model.
Key performance indicators are some form of performance metrics that show what the overall
performance of a process or sub process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an
organization to define goals and to measure weather the progress towards those goals is made. the KPIs
set need to be SMART, meaning to say, they need to be specific, measurable, achievable, realistic and time
based (Pittlekow, 2012).
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CHAPTER 3: RESEARCH METHODS
This chapter will contain information about the research methods that will be used for the primary and
secondary research.
COMPETITOR ANALYSIS
In order to investigate about Mobbr’s competitors secondary research will be done. Primary research will
not be part of the competitor research, mainly because competitors are not likely to give any information.
Desk research will be done to gather information about them. Desk research will be done via: books,
blogs, papers, articles to gain information about Porter’s 5 Forces, Porter’s, main competitors and their
advantages via the Generic Strategy Model and the Blue Ocean theory all applied to Mobbr.
PLATFORMS
In order to investigate about platforms, primary and secondary research will be done. Secondary research to
find platforms and field research will be held via interviews with the platform organizations found to
generate information on successes, failures and the Mobbr concept.
Different kind of platform organizations will be interviewed in order to gather their opinions on Mobbr.
The sample chosen for the company will exist out of six companies, important is that they are different
companies. Four collaboration platforms, one online communities and one inner crowd will be selected.
The reason for this selection is that within the collaboration platform, as found in the ‘Literature Review’,
four types have been defined. Therefore via Secondary Research, mainly via the internet, one co-creation
platform will be selected, one crowd wisdom, one crowd voting and one crowd funding platform, all in the
Netherlands.
Furthermore, on the supply side of Mobbr their market important parties involved are found, namely
online communities and inner crowds, it is important that one of both are interviewed as well. Additional
options for the companies must also already be selected in case of no response.
The research method chosen is qualitative research, namely interviews, since in-depth answers are
needed to formulate how Mobbr is viewed and the possibilities Mobbr can have with these types of crowd
sourcing platforms. Furthermore, as written in “Research methods for business students” by Saunders,
Lewis and Thornhill, the structure of the interviews could be structured, semi-structured or un-
structured (Saunders, 2009). For these interviews, semi-structured interviews will be conducted.
The reason for this is that there are different kinds of platforms that are going to be interviewed, which
have different characteristics. Therefore, an outline for possible questions can be found in Appendix 2,
however the order and the actual questions will depend on the flow of the interview.
Planning
Since interviews take a lot of time, emails will need to be sent out with a request for an interview as soon
as possible to the selected companies. Therefore, in the following weeks companies will be approached to
see if an interview is possible and whether a time and date is available. If a company does not respond
within two weeks, another company must be contacted.
All by all, four different kinds (co-creation, crowd wisdom, crowd funding, crowd voting) platform
companies will be chosen to be interviewed, due to their differences. Two additional ones have to be
selected in case of no response. The structure of the interview will be semi-structures and the emails for
the request of the interviews have to be sent out as soon as possible, if a company does not respond
within two weeks, it is important that another one needs to be contacted.
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SEGMENTATION
In order to investigate about segmentation, primary research will be done via an interview with Ernesto.
Information will be gathered during this in-depth interview to come up with possible segmentation groups
that are in line with the demand and supply of the market. Secondary research will be done, to come up with
a segmentation strategy for the segmentation group(s).
The primary research, the in-depth interview, will be with Ernesto in order to gather information about
their current services that are used by the demand side of the market, namely: Corporates & SME’s, Open
Source Projects and Public Sector & NGO’s. It is also interesting to see how the supply side reacts,
questions can also be asked about that.
The interview will be an in-depth interview, to gather as much information as possible. The questions for
the interview can be found in Appendix 2.
The secondary research about the Marketing Mix Module will be done via books, blogs, papers, articles
and websites to find the most suitable segmentation strategy for Mobbr.
DIGITAL APPEARANCE
In order to investigate about the website part of the digital appearance, primary and secondary research
will be done. Secondary research via the internet and primary research via surveys to generate information
from visitors about the website’s appearance, the layout and usability for example.
Via secondary research, the criteria for attractive websites will be applied to Mobbr. This will be done via
comparing the criteria to what’s seen or found on Mobbr’s website. Secondary research will also be done
regarding the integration of Social Media for Mobbr. By looking at the websites, the different Social Media
platforms will be investigated and an advise will be given about possible opportunities Mobbr might be
missing out on.
Via primary research, the opinion of visitors on the website will be researched. A questionnaire developed by WebQual will be used to carry out the research. The questionnaire in Appendix 2 will be used to carry out the research for Mobbr 's website. The questionnaire will probably be held among students, since they are interested in an innovative way of working and should be the ‘working class of the future’ and are easy to find. The questionnaire will be held among 50 students of the Hogeschool Rotterdam, probably with an Ipad so the students can have a look at the website while conducting the questionnaire. The questionnaire will be conducted to help Mobbr gain insight on the opinion of visitors on the new website.
ONLINE AND OFFLINE MARKETING CAMPAIGN
The research methods for the different parts of the online and offline marketing campaign can be found
below.
SITUATIONAL ANALYSIS
In order to investigate Mobbrs situational analysis primary research will be done. However, external analysis
will be done through secondary research. The company’s customers, competitors, products and the political,
economical, sociological, environmental and technological aspects affecting it will be examined.
The internal analysis for Mobbr will be focused on several issues, where the main aspect is to assess the
current contribution that the company obtains from its digital marketing. The overall effectiveness of
what Mobbr is doing at the moment will be examined trough Primary research. Secondary research will
be done on how to perform such a situational analysis. Furthermore, the competitor analysis will also be
done through secondary research as well as the PEST-analysis.
23
On the other hand, customers and products will be examined through either primary research or, if there
is no sufficient information to be found, through in-depth interview of the customers. The book to be used
for secondary research on how to perform a situational analysis is: Digital Marketing by Dave Chaffey. If
an interview ought to be done because of lack of information, the outline can be found in Appendix 2.
STRATEGIC GOALS AND OBJECTIVES
The consultancy group as well as Mobbr will set the strategic goals and objectives. In order to set objectives
and goals, primary research will be done to see what the company is doing now and how to improve its
position by setting goals and objectives. In order to get an overview of what the company sees as important
goals for the company an interview will be held.
Desk research will be done in order to come up with the first step, which is, knowing the company’s vision
and mission statement. An interview with Ernesto will be held in order to find out what Mobbr wants to
achieve and by what time. Based on that information the goals and objectives can be set. An in-depth
interview with Ernesto will entail which goals are realistic for the company and which are not. An outline
for the interview can be found in Appendix 2. Furthermore, secondary desk research will be done in order
to have a clear insight on how to create SMART objectives and goals. The Digital Marketing book by Dave
Chaffey will be used as a guideline.
KEY PERFORMANCE INDICATORS
The KPIs will be examined through Google Analytics, meaning to say, through desk research. The KPIs for the
coming period will be set after performing an interview with the owner of Mobbr, Ernesto.
KPIs are some form of performance metrics that show what the overall performance of a process or sub
process is (Chaffey D. , Digital Marketing, 2012). These KPIs also help an organization to define goals and
to measure weather the progress towards those goals is made. The research method to be used in order
to come up with the KPIs for Mobbr will be qualitative research. Therefore, an in-depth interview will be
held with the owner or owners of Mobbr, probably Ernesto. This interview will be a structured interview
and the outline can be found in Appendix 2.
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CHAPTER 4: FINDINGS
This Chapter will provide information about the findings of the Competitor Analysis, Platforms,
Segmentation, Digital Appearance and the Off and Online Marketing Campaign.
COMPETITOR ANALYSIS
The Competitor Analysis will contain information about Porter’s Five Forces, the main competitors, their
main competitive advantages and the Blue Ocean Theory.
PORTER’S FIVE FORCES
1.Threat of Intense Segment Rivalry The Payment System market Mobbr operates in is a market segment which already has numerous strong and aggressive competitors. Especially PayPal is one of the biggest payment system providers online, and as with Mobbr, customers are able to make payments to a large group of people at once. The amount of competitors is likely to increase because people use online payment systems more and more due to the increase in online shopping. PayPal as one of the main online payment providers has a high stake in staying in the market segment, they are a well-known brand with lots of users and a payment system that has been optimized over several years.
The market, in which websites facilitate instruments that enable users to find crowdsourcing platforms and tasks online, has very little competitors. Which means Mobbr is a very attractive and strong company, since it has no competitors yet. The service Mobbr provides at the moment is unique and therefore creates a competitive advantage over the market segments of which its service consists.
2.Threat of New Entrants Several parties invested in total $ 1.220.000,- in Mobbr (CrunchBase, 2014), from which can be concluded that the entry costs are relatively high. The high costs for entering the market lower the threat of new entrants. Secondly, businesses that want to enter the market first need a banking license and will have to develop the infrastructure behind a payment system such as on which Mobbr is already working for over two years. That are barriers that make it less likely for other companies to enter this market.
3.Threat of Substitute Products Crowdsourcing is relatively new, therefore substitutes for service providers like Mobbr are relatively new as well. Substitutes for Mobbr are the payment systems that operate on crowdsourcing platforms, some of those payment providers already offer mass payment options. The amount of power that the substitute products have is high in Mobbr ’s case, PayPal for example is globally well-known for its services, which makes the threat of substitute products high and the market less attractive.
4.Threat of Buyers Growing Bargaining Power The amount of potential buyers is high, every person operating on a crowdsourcing platform could become a buyer if the websites allows Mobbr payments. This means that the market Mobbr is trying to get in has a lot of buyers, which makes the buyers bargaining power go up. On the other side however, there is no similar product on the market, the only competitors could only run substitute services that have limited functionality.
5.Threat of Suppliers Growing Bargaining Power Mobbr ’s suppliers are the crowdsourcing platforms, they supply the platform that Mobbr needs for its service. There are only a few crowdsourcing platforms in The Netherlands, so supplier bargaining power is higher than is the case internationally, because there are lots of crowdsourcing websites that operate internationally. The threat suppliers pose for Mobbr is not the price, because Mobbr doesn’t pay the websites, but the threat here is that crowdsourcing platforms will use other payment systems instead of Mobbr. ’s.
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MAIN COMPETITORS
As for the main competitors PayPal and Skrill are compared with Mobbr. Those companies are chosen
because both PayPal and Skrill provide a payment service that enables users to send money to a large
group at once. PayPal and Skrill are both examples of competitors, although they only compete on one
part of Mobbr ’s service.
As indicated in the table in Appendix 2 there are a few points on which not every company is clear and
transparent. Even though there is no or very hard to find information on the points, it does tell which
companies are more consumer friendly and are more open about the service they provide.
The main criteria points on which Mobbr in this chart is being compared with PayPal and Skrill are:
- Usage on crowdsourcing websites:
If this would not be the case, the competitors would be less involved in the competition.
-Ability to find platforms and crowds:
If this would be the case for the other payment systems, the market Mobbr is in would have competition.
-Fees:
In the end Payment Systems are all about the money. Although quality service is very import, making
payments for less is probably more attractive.
-Bank account:
This is import because consumers want to know if they have to pay to create an account or to withdraw
money from an account.
MAIN ADVANTAGES COMPETITORS
The main advantages that stands out based on the table are the following;
- A track payment tool that PayPal explicitly puts on their service description, this tool increase security
which is highly appreciated by customers.
-PayPal their experience, they are already a well-known payment option all over the world.
Conclusion
Out of the three payment systems compared on the chart, Skrill is the one with the most disadvantages.
Skrill users have to pay extra fees which users of Mobbr and PayPal don’t have to and Skrill is the least
transparent about their service and the costs involved.
In essence, Mobbr and PayPal don’t differ that much. Although Mobbr is more than just a payment system,
which is the main advantage over the other two companies, it’s payment service and what users can do
with it is in Mobbr ’s scope not that different from Paypal. However, Paypal their experience is an
advantage Mobbr cannot compete with.
Besides being more than a payment system, two other competitive advantages Mobbr has over Paypal
and Skrill are the option to search for platforms, crowds and tasks, and the free option to do crowd or
mass payments.
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BLUE OCEANTHEORY
Looking at the picture in Appendix 1 and knowing Mobbr is currently trying to create a new market in
which they indirectly don’t have competitors, it is safe to say they are in a Blue Ocean at the moment.
It is important for companies in a Blue Ocean to look at the following aspects:
Raise: What factors should be above the standard the industry maintains?
In Mobbr’s case, this could be being more than just a payment system.
Eliminate: What factors that were heavily competed on in the industry must be eliminated?
Based on the chart in Appendix 2, the factor of extra (hidden) costs is important to eliminate.
Reduce: What factors must be minimized to get below the standard the industry maintains?
The following factors are important for Mobbr to minimize:
-Pay-back hassle.
-Transit time of money from sender to receiver.
-Fees.
Create: Which new factors should be made that the industry never offered?
This is the ease of Crowd Payment technology use, which is never offered this specific way.
These aspects are interesting for Mobbr to keep in mind in order to make a successful start in the new
market they are creating and thereby giving possible new competitors no chance.
GENERAL CONCLUSION
Looking at Porter’s Five Forces, the threat of intense segment rivalry is high for the payment system
market, Paypal is one of their biggest competitors. However, the market, in which websites facilitate
instruments that enable users to find crowdsourcing platforms and tasks online, has very little
competitors. Which means Mobbr is a very attractive and strong company, since it has no competitors
yet.
The threat of new entrants is low because of the high costs involved, and the threat of substitute products
is high looking at Paypal their products for example.
The amount of potential buyers is high, every person operating on a crowdsourcing platform could
become a buyer if the websites allows Mobbr payments, which makes the buyers bargaining power go up.
The threat of suppliers bargaining power is low in the Netherlands, but relatively high abroad since there
are more international crowdsourcing websites.
The main competitors of Mobbr are Paypal and Skrill, compared on their usage on crowdsourcing
websites, ability to find platforms and crowds, feed and bank account involved, Paypal is Mobbr their
main competitor. Their experience is an advantage Mobbr can’t compete with, but being more than a
payment system, their ability to search for platforms, crowds and tasks and the free option to do crowd or
mass payments Mobbr has some important competitive advantages as well.
The Blue Ocean Theory is interesting for Mobbr to look at since they are currently trying to create a new
market in which they indirectly don’t have competitors.
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PLATFORMS
In order to identify which platforms could be possible consumers of Mobbr , successful platforms in the
Netherlands will be studied to investigate what makes them successful. Furthermore, the problems that are
faced by crowdsourcing platforms are also studied.
WHAT ARE EXAMPLES OF SUCCESSFUL CROWDSOURCING PLATFORMS?
After having researched the characteristics of successful crowdsourcing platforms and the different types
of crowdsourcing platforms, Dutch examples were found for the examples of successful crowdsourcing
platforms. For each type of platform, at least one great example was found.
Co-creation Platform
An example of a co-creation platform is Team Topzorg (translated: team Topcare) Which is a successful
platform in The Netherlands, as written on Frismakers (Het succes van onze co-creatie omgeving Team
Topzorg bij Menzis). Team Topzorg was set up by Menzis, a health insurance company that aims to
improve the healthcare in The Netherlands. At the platform, everyone can express their opinion on care,
share their experiences with receiving care and give tips. Their objective is to get 5000 members and
after just a few months they reached over 3000. This proves their success.
Furthermore, looking at the success factors described in Chapter 2, certain factors can be found in this
platform. For instance, it is a cost-free way to gather information about health care services. Furthermore,
it is easy to navigate with the current design. Their privacy policies are easily found and there the
statements make the website reliable. The themes of discussion make it easier to handle larger
crowds/different kinds of crowds. In the game rules, there are statements that help to minimize bias,
people are encouraged to not get too far off topic and not repeat themselves. The involvement into the
company can be found in the result page. The results there present the issues where Menzis is busy with
handling. Since a topic is opened and people can respond on each other, ideas are piled on each other.
Special features that Menzis has are that teams of moderation are behind each theme and internal
platforms are linked to external ones (Het succes van onze co-creatie omgeving Team Topzorg bij
Menzis).
A second example is “Ontwerpen voor geld” translated; Design for money, which is a platform for
designers to design and win prize money with it (geld, sd). On their website it is stated that they began in
2009 and it was an immediate success. Two years later they went abroad and launched: “Crowdsite” their
international crowdsourcing website. One can request a design, which can vary from a logo to a house
style, then the requesting person chooses the best design and the money is transferred, according to Chris
Gobel. “Ontwerpen voor geld” was one of the first crowdsourcing websites in The Netherlands. It provides
companies with a great reach of designers and designers can work from home and participate in contests
they might not have been able to do so in a traditional way.
When examining their success, certain factors were found among this platform as well. In an interview,
Chris Global explains that the responses to a competition are received in about two to four weeks (HTML-
site, 2009). There are more than 1500 designers ready to respond. The amount of bias is helped to
minimize by the public, they can vote for the best designs which can help the person who has assigned the
challenge to decide. There is a money-back guarantee, except for a guaranteed website, which is one of
the three type of competitions to choose from that guarantees the designer that somebody will be
guaranteed to win and gain money (Ontwerpen-voor-geld). This shows more reliability to the designer.
There is also the option of a closed competition, where the competition will not show up in search engines
and will only be viewable for logged in members and the last option is a one-on-one competition where
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the designers will not be able to view each other’s designs. Furthermore, the design is clear. According to
Chris Globel: “the design is simple but inviting.”
They have investigated how the interaction normally goes between a designer and the task giving person
and the results have been used in the design of the website. Also, Roel Masselink has mentioned in the
interview that the success is mostly booked through word-of-mouth communication, and that their
strongest aspect is their aim at quality above all. He has also said that a lot of effort and attention was
spent on the website and marketing.
A third example in the Netherlands is similar to “Ontwerpen voor geld”; Brandsupply, also a website for
graphic design (Brand Supply). They recognized the problem that occurred: Design companies deal with
high costs and have trouble reaching those designs that fit the glove and are just right. Therefore,
Brandsupply connects designers and those requesting a design. On their website they have earned four
stars and a grade of 8.4. Big brands have already shown interest in Brandsupply. Renault, Greenpeace,
Kilroy, WAR child and more brands have made use of Brandsupply. Furthermore, they collaborate with
the Rabobank to help start-ups have designs for a price they help to determine.
Looking at factors behind the success, Melanie has made use of their services for her blog and described
the services as cheap, easy and personal (Melanie). Furthermore, she gets responses within in a day,
however not the best responses, since everyone can join. Therefore, bias can take place. The time of the
competition is depended upon the person who gives the task. Furthermore, there is not really the ability
to pile upon ideas, however communication can take place with the designer to adjust the design that
designer has handed in.
Crowd Voting
A second type described by Howe is Crowd voting. An example of this is onderling.nl. At onderling.nl,
people can vote about decisions FBTO has made, if more than 60% has determined that FBTO has not
handled correctly, their decision will be adjusted to the opinion of the crowd, according to their website
(Onderling).
It does not cost the users anything and the forum is easy to navigate due to the topics. FBTO is unique
according to Caroline Bos due to the fact that they actually follow up on a voting. Since there is the
promise that FBTO will follow up on the issue when it receives enough votes, it ensures its reliability
(Onderling.nl: Moet de verzekeraar uitkeren of niet? Jij beslist!, 2013). Furthermore, according to the
interview with Remco Kruiper, their success can be found in the fact that they put themselves up as
vulnerable this way. This together with transparency has created their success.
Crowd Wisdom
A third kind described is Crowd wisdom. One Dutch example is battle of the concepts. According to their
website, battle of the concepts companies are looking for new concepts and students or young
professionals can join the battle to provide the company with the best concept (Hoe werkt het?). Taking
part in a battle is completely free and the company provides prize money for the best idea. The platform
was set up in 2009 and was called The Netherlands’ biggest “Denktank” (literally translated; thinking
tank) on Frankwatching by Sébastien Willems (Willems, 2009). The success of the platform is also shown
in the fact that multiple big companies have joined the platform to post their question.
The success of battle of the concepts can be found in the fact that it is free. Furthermore, there is the
ability to be recognized by the companies, if they like your concept, according to Joost Dekkers (Dekkers,
2008). The fact that already big companies have used it, ensures its reliability. Lastly, the prize money
behind the competitions can run up to 5000 euros, which also shows success.
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Crowd-Funding
The fourth and last one, is crowd-funding. An example of this is PIF world. PIF world is a successful
platform in The Netherlands who launched in 2009 and has reached 1 million of donations beginning this
year, according to Anne-Lot Hoek (Hoek, 2014). Additionally, PIF World has won great prizes, the best
charity website award and the global interactive media awards and has world leaders behind them Sir
Richard Branson and Archbishop Desmond Tutu. PIF world offers a platform where anyone can start
their fund raiser for their organization, and anyone can find one to donate to (World, sd).
The primary reason for the success of the platform is the good cause, which attracts those interested in
helping the world and it reaches the news faster. Furthermore, there is transparency which ensures
reliability. The website is able to handle large crowds and different crowds, as it divides the roles into five
types. It is promised that all the donations go directly to the cause, which also makes it cost-free.
Would these platforms be suitable for Mobbr?
Team Topzorg This platform is currently not involving any incentives for the contributors.
Therefore, there is a small chance they will adapt to Mobbr, however it has a small
chance. Mobbr could convince them on the new economy and show them the
advantages of providing incentives.
Ontwerpen-voor-
geld
This platform does involve money and therefore they could benefit from the
Mobbr payment system. Right now it involves transaction one to one, however
with the Mobbr system they could provide the options of multiple people seeking
multiple designs in the same category.
Brandsupply As brandsupply is similar to Ontwerpen voor geld, the same accounts, Mobbr can
provide new user options for them at a lower cost.
Onderling.nl The chance of this platform using Mobbr is very small. A small input of a large
amount of people is requested, therefore the chance of money being involved is
very small.
Battle of the
concepts
As incentives are already involved, the same applies as with Ontwerpen voor geld.
Now the winner takes it all, however with the Mobbr system, number 2 could
perhaps also gain some money, if his concept is of use to the company. There are
more options for them.
PIF World As more people may be interested in more causes, they could make good use of
the Mobbr payment system. They could provide the option of dividing
percentages over multiple causes, which Mobbr could then pay out in the name of
an individual or a group.
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WHAT ARE POSSIBLE PROBLEMS OF CROWDSOURCING PLATFORMS?
The problems of the crowdsourcing platforms found during the literature were: lack of confidentially,
lack of communication, risks of intellectual property and the risk that a lot of ideas are provided, not
solutions.
Taking the examples of the crowdsourcing platforms, most problems can be found in the platforms. The
first problem lack of confidentiality, can be found in almost every platform. Some platforms are aimed at a
type of users. Platform Team Topzorg is for people who have experienced health care and have an
opinion about it, however how valid that opinion is can only be evaluated for reliability by the amount of
times that opinion has been mentioned. Secondly, Ontwerpen-voor-geld connects designers with
companies or individuals who have a design task. On their website they claim to have professional
designers and for each design a ranking is possible. For Brand Supply is somewhat similar. However,
Brand Supply does have a ranking with 20 best designers. The amount of won design contests is kept in
count and through that, credibility can be defined.
The platform Onderling.nl of FBTO is for any customer of FBTO who is not happy with the decisions of
FBTO. Anyone could join, therefore credibility is a problem. Battle of the Concepts aims at young
professionals and students, which gives some information of who is dealt with. There is also a ranking
provided which gives information of who performs well. Lastly, PIF world is for different parties. Any
foundation organized under Dutch law with a bank account in the Netherlands can join. International
foundations are checked per case and nonprofits are screened.
The second occurring problem among platforms is a lack of communication. In the platform of Team
Topzorg, it is clear which cases are being investigated and moderators are on the platform as well.
Ontwerpen-voor-geld has different options for communication, such as a private competition, which is
free in its options of communication. Furthermore, there is also a forum and a discussion per competition.
At Brandsupply it is possible to give the designer feedback and to come to a solution together. At FBTO
moderators are also present to talk to the people and check comments. Battle of the concepts just has the
project description, there is no further communication at all. PIFworld does provide multiple options of
communication. It is a community, you can follow others who inspire you and be updated on their
activities.
The third problem that occurs often is the risk of losing intellectual property. Since the platform Team
Topzorg and FBTO is about offering opinions, this may not be such a problem for them. However,
Ontwerpen-voor-geld could have problems with this. Therefore, they have provided a disclaimer on their
website to prevent problems with this. On their website it is stated that the company who chooses the
winning design, is responsible themselves for the possibility of the design having the risk of already
existing. If however, this is the case, than the platform will take measures to prevent the designer from
entering the platform ever again. Brandsupply ensures that the copyright is provided after the payment
has been done. If the designer finds his design being used elsewhere, then he can take further steps.
Furthermore, Battle of Concepts requires those who attend the battle to sign off all their rights to
www.creativecommons.com.
Additionally there is the risk that a lot of ideas are provided, but no solutions. Team Topzorg has
moderators that are allowed to remove ideas that are off topic. For websites such as Ontwerpen-voor-
geld, brand supply and Battle of the concepts there are the rules that it cannot be similar to other designs
and clear communication in the assignment can prevent this problem.
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Lastly, there is the problem for technical staff. Team Topzorg has moderators on the page that try to
prevent some of that work. On Ontwerpen-voor-geld there is a rating system that prevents trouble as
well. Brandsupply has a ranking as well, as mentioned. For Onderling.nl rules prevent this, if simply over
60% votes for a yes, the idea will be discussed.
WHAT ARE THE OPINIONS OF THE CROWDSOURCING EXPERTS?
Two interviews were held, one with Roel Masselink of Ontwerpen-voor-Geld and a second one with
Remco Kruiper of Onderling.nl go gather the opinion of crowdsourcing experts. The interviews can be
found in Appendix 3 and the conclusions can be found below;
Roel Masselink
Ontwerpen-voor-geld is very big in the Netherlands, namely market leader. Their success and problems
have already been discussed in previous paragraphs. They are currently using Paypal for their payments
but have plans to move to Skrill. He said that he could only be interested in Mobbr if it really pays off in
money. The ease of it is not really an improvement, he already finds Skrill and Paypal easy to use. If he
looks at the website, it is all unclear to him. He advises Mobbr to focus on the technical industry.
Remco Kruiper
Onderling.nl is a successful community of FBTO. They are currently not using monetary incentives and do
not want to do so in the future. They have decided on this because they do not want to be a commercial
platform. If he looks at the website of Mobbr, it is not clear on the website what it is. When hearing the
explanation it becomes more clear. This should be more clear by making the website more customer-
oriented, at a specific customer.
GENERAL CONCLUSION
After having researched the characteristics of successful crowdsourcing platforms and the different types
of crowdsourcing platforms, Dutch examples were found for the examples of successful crowdsourcing
platforms. For each type of platform, at least one great example was found.
Examples of successful Dutch co-creation platforms are Team Topzorg, Ontwerpen voor Geld and
Brandsupply. A successful Dutch crowd voting platform is onderling.nl and a successful example of a
crowd wisdom platform is battle of the concept. PIF world is an example of a successful crowd-funding
platform.
These platforms all have different factors of success, as different possible problems. Almost all of the
platforms would be suitable for Mobbr, Ontwerpen-voor-geld, Brandsupply, Battle of the concepts and
PIF World are the most suitable platforms for Mobbr.
Interviews were held at Ontwerpen-voor-geld and Onderling.nl, topics as successes, weaknesses and their
opinion on Mobbr were discussed. Both stated the idea of Mobbr wasn’t really clear and the website did
not contribute to a clearer view. They recommended to focus on the technical industry and a customer-
oriented website. Ontwerpen-voor-geld would be willing to work with Mobbr if it really pays off in money
and Onderling.nl is not, since they are currently not using monetary incentives and do not want to do so
in the future.
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SEGMENTATION
Segmentation will contain information about the segmentation of the market, possible industries and
markets to target for Mobbr, and how to position.
HOW TO SEGMENT IN THE ONLINE AND OFFLINE MARKET?
Since Mobbr is used for an online service, the online market will be targeted. A customer analysis has
been performed where personas are investigated and the voice of the customer is researched, in order to
gain an understanding of the customers of Mobbr.
The personas can be found in Appendix 4, they are called: Corporate Cedric who has a task, Platform
Petra who hosts a task and Online Ollie who wants a task. Mobbr is in charge of their payments.
Github.com is similar to Platform Petra and hosts a task via Mobbr.
Voice of the Customer
To measure brand perception in an authentic, meaningful way, it’s important to see the brand from the
customers’ and prospects’ perspective. Mobbr can improve their services by paying attention to the voice
of their customers. One of the ways to determine the voice of customer is to watch social media channels.
Mobbr has social media presences on Google Plus, Twitter, Facebook, LinkedIn and YouTube. Examples
can be found in Appendix 4. Since Mobbr is a start-up they don’t have many customers yet that give their
opinion. Looking at their social media presence, there is an overall positive attitude towards Mobbr.
WHAT ARE POSSIBLE INDUSTRIES AND MARKETS TO TARGET?
According to Ernesto Spruyt, possible industries and market exists out of the demand and supply in the
market.
As seen in the picture in Appendix 4, demands consists of Corporates & SME’s, Open Source Projects and
the Public Sector & NGO’s. These are possible markets for Mobbr to target, because they can ‘host’ a task.
Supply consists of Collaboration Platforms, Online Communities and Inner-Crowds, they can react on the
tasks.
HOW TO POSITION IN THE MARKET?
The usual targeting approaches will not be used for Mobbr. In order to position successfully in the
market, according to Ernesto, demand and supply has to meet each other. One research question from the
demand side and one research question from the supply side has to be combined in order to get a
successful positioning in the market. The possible research questions were given by Ernesto Spruyt and
can be found in Appendix 4 and seen below.
Demand
Corporates & SME’s: What are the characteristics of businesses processes that can be done much more effectively through crowdsourcing? List/Ranking?
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Open Source Projects: What are the characteristics of OS Projects that are suitable to be crowdfunded and paid through Mobbr? List/Ranking
Public Sector & NGO’s: What kind of work can be done online that can be outsourced to poor people? Which organizations are interested in this? List/Ranking?
Supply
Collaboration Platforms: What are the lowing hanging fruit platforms for Mobbr? How can we spread the word among the users of the platform that are already connected?
Online communities: What are the characteristics of communities that are specifically suitable to be turned into a consultancy firm? Where to find them?
Inner-crowds: What type of work is specifically suited or even desired to stimulate collaboration? E.g. stimulate people sharing their contact for sales.
The idea is to combine the Public Sector & NGO’s with online communities, because this was advised by Ernesto.
HOW TO POSITION IN THE CUSTOMERS MIND?
For example via the following: • Reinforcing the core proposition and prove the credibility. • Define the online value proposition. This should flow from positioning and be what the
customer sees immediately when they interact online. • Define this in key messages for different audiences, e.g. prospects against existing
customers, segments with different values (Chaffey D. , 7 steps to a digital marketing strategy, 2014).
Positioning for Mobbr
Core proposition: Highlight that combining the Public Sector & NGO’s with online communities is a win-win situation.
The Public Sector wins in time and image. It is always good for a company to help communities in need. Information should be gathered about what kind of work that can be done online that can be outsourced to poor people? Which organizations are interested in this? With the desired result of a list or ranking for Mobbr.
Communities in need win because they are offered work and via a very simple and reachable way, online. Information should be gathered about specific communities in need that are suitable to turn into a ‘consultancy firm’ and where to find them.
Value Proposition and Key Message for Mobbr
Key Message: Mobbr should define the Online Value Proposition in key messages for different audiences, for example prospects against existing customers, segments with different values.
‘With the simplicity of online work, Mobbr helps communities in need.’
WHAT IS THE MOST SUITABLE SEGMENTATION STRATEGY FOR MOBBR?
After combining the demand and supply side for the segmentation, targeting and positioning, the
Marketing Mix Model can be used to define the segmentation strategy. The Marketing Mix exists out of the
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7 P’s: Product, Price, Place, Promotion, People, Physical evidence and Processes. This Marketing Mix will
be applied at the Online and Offline Marketing Campaign part of this Chapter.
GENERAL CONCLUSION
Since Mobbr is used for an online service, the online market will be targeted. Persona’s and the voice of
the customer were investigated to gain customer understanding. From the different segments the Public
Sector & NGO’s with online communities are targeted. The core proposition for Mobbr is highlighting that
the combination of the Public Sector & NGO’s with online communities is a win-win situation and the key
message will be: ‘with the simplicity of online work, Mobbr helps communities in need.
DIGITAL APPEARANCE
The digital appearance chapter will contain information about the website of Mobbr. First, criteria for attractive websites will be applied for Mobbr. Secondly, since Social Media is very important nowadays, suitable ways to integrate Social Media for Mobbr are researched. Thirdly, primary research are held via a survey to see what the visitors opinions are on the new Mobbr website.
WHAT ARE CRITERIA FOR ATTRACTIVE WEBSITES?
In order for Mobbr to create an attractive website Mobbr has to have a mind map of the exact information they need to show on their website that will be attractive ad appealing to their customers. According to a website page must be clean, uncluttered, and very easy to read without hurting the eyes Clay(Clay, B 2014).
Some points for attractive websites, and important for Mobbr to keep in mind, are the following:
1.Content Richness
Mobbr might consider creating a video blog which they can post regularly, a podcast for download, an interesting info graphic, or even a white paper for their customers/ prospects to download.
2.User-Friendliness
Mobbr should think about providing concise content and readability, making content easy to scan, contrasting the colour scheme, improving navigation and speed up their site. The Mobbr website has a good loading speed which is a good advantage for the company because it improves the stickiness rate and reducing the bounce rate.
3.Reliability
Mobbr should suppor their website with an infrastructure that is reliable, this makes a difference in how the
public perceives them. It is advisable for Mobbr to have good back-up and security measures for their
website. Mobbr can make use of a remote backup which makes sure data won’t be lost, examples of free
backup software are Back-In-Time and Box Backup.
4.Freshness
According to Stephard Google ranks fresh contents higher (Shephard,2011). The implication is that Google measures all of your documents for freshness, then scores each page according to the type of search query. It is advisable for Mobbr to post fresh content on their website and social media accounts regularly to rank higher and be well optimised on search engines.
5. Security
Mobbr can secure their website by engaging in a multifaceted approach to website protection. The company can minimize the chances of a severe security breach. If Mobbr utilizes a shared web host, they would want
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to look into the details of its security provisions. a transition to a virtual private server (VPS) may be worth their consideration.
6.Commercial
In order for Mobbr to earn more profit, the company's website has to meet commercial standards such as having a clean professional look, contain quality content, develop their product information so that it is both informative and easy to understand, implement search engine optimization techniques in order for the website to display favourably in search engines. Mobbr being more commercial will help the company to increase conversion rate and traffic on their website.
7.Image
Content is very essential and images that are selected assist in balancing text, making it more readable. Great images possess a purpose, drawing in the casual internet surfer. Mobbr can integrate more images into their website to make it more attractive for their customers.
8. Social Media
It has become common to find social media icons on websites that link to social networks where the company has a presence. Mobbr can add social media pluggins on their website. These tools build social content and experiences into their sites, offering the depth that customers seek when exploring their products and services. These social media tools will enable customers to know, like and trust Mobbr.
Facebook becomes the personality of Mobbr's business where visitors can find out more about the people who make it up. Twitter can be a news ticker that keeps followers informed about the company on an up to the minute basis. LinkedIn is where professional connections are made, and Pinterest brings story of your company to life in photos and videos. Google+ will help Mobbr get found in a search.
9.Content Sharable
According to Jonah Peretti, founder and CEO of Buzz Feed, creating content people love to share is the key to success. Content should never be dry and lifeless. Social media users are on the lookout for emotional connections. If a piece of content contributes to this sort of connection, it is likely to be shared. Mobbr can make their contents on social media more sharable by being more consistent, tell a story, inject some personality, write for their followers and create something new.
10 Language
Mobbr’s website has Dutch and English language integration on their website which is very good because of the fact that it is a Dutch company.
WHAT IS SOCIAL MEDIA AND HOW TO INTEGRATE IT FOR MOBBR?
Mobbr is already using social media tools such as YouTube, Facebook, Twitter and blogger.
Companies use a YouTube channel for tutorials, news & events and marketing campaigns. Patrick Savalle has an account on YouTube where most of all Mobbr's videos are uploaded. It is advisable for Mobbr to create a dedicated account(business account) called Mobbr on YouTube.
Mobbr can integrate their YouTube channel on their website, this will help to increase the stickiness rate and the amount of time spent by customers on their website.
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Mobbr has sixty eight likes on their Facebook page. Mobbr can engage their customers and increase the number of shares by offering coupons, promotions and gift vouchers on their Facebook page. Mobbr can also post inspirational quotes, videos, trends, tutorials on their Facebook Page. Mobbr posting regularly on their Facebook page with relevant keywords related to their business will help the company to become better optimized and appear higher on search engines (Pinsleur,2013).
Mobbr has been on Twitter since February 2011. The company tweets tutorials, offers, news and activities on Twitter. This increases the number of engagement and customers can retweet the content thereby increasing awareness for the company and conversion rates.
Mobbr has twitter plug-in on their website, but it is not visible. It is advisable for Mobbr to place their social media pluggins in a position where their customers or website visitors can easily find it.
Blogging is very important for business because it helps drive traffic to a company's website. Mobbr has a blog. By blogging, Mobbr is creating content that people can share on social media which helps expose their business to a new audience that doesn't know them yet. Mobbr post tutorials, events, news on their blog.
Mobbr posting content regularly (on daily basis) will increase awareness, search engine optimisation and number of page views for the company. It is advisable for Mobbr to integrate their blog to their website because a (well-written) blog is a great way for visitors to get to know your company because it showcases your more relatable human side.
According to Visually, Google plus has over 343 million active users, 80 percent which are active once a week and 60 percent are active daily. Mr. Ernesto Spruyt and Mr. Patrick Savalle has a personal Google plus account where they promote the services of Mobbr.
It is advisable for Mobbr to create a unique business account for Mobbr. Google plus helps individuals or businesses to become more visible on Google.
Mobbr can make use of relevant key words when marketing or posting content via Google plus which is very important. Frequent posting on Google plus generates more traffic to our website, more likes and followers. There are a lot of communities on Google plus, Mobbr can join several communities related to their business on Google Plus to build brand awareness and trust.
THE OPINION OF THE VISITORS ON THE WEBSITE
Insight into the new website of Mobbr was checked with a questionnaire. The results of these
questionnaires can be found more elaborate in Appendix 3, however in this paragraph the findings per
question are discussed.
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1.The site is easy to operate
After analyzing the outcomes of questionnaire, it can be concluded that the majority of the audience( 55
out of 60 persons) were positive about the usability. Most of all, they found the website easy to operate.
2. The site is clear and understandable
More than half of the persons who filled out the questionnaire ( 39 out of 60) found the site clear and
understandable. It is advisable for Mobbr to customize the content on their website for their target
audience so that it will be more clear and understandable for them.
3. The site is easy to navigate
41 persons out of 60 from the filled out questionnaire find the website easy to navigate. This means that
more than half of the people are positive about the navigation of the website. Mobbr can make their
website easier to navigate by dividing the categories clearly, use accurate navigation title, and have
prominent title for every page.
4. The site is easy to use
43 Out of 60 persons from the analyzed questionnaire of Mobbr's website find the website of Mobbr easy
to use. Mobbr can make their website more user friendly by designing their website in a way that it is
easier for people to use it
5. The site has an attractive appearance
60% of the number of persons who filled out the questionnaire find the website of Mobbr attractive in
appearance. Mobbr can improve their website appearance by using appropriate fonts, templates, adding
About us page, pictures, videos, value proposition, testimonials and proof.
6.The design is appropriate for this type of site
Approximately 60 % of the results of the testimonials testifies that the design of Mobbr's website is
appropriate for that website. Mobbr can improve the appearance of their website by paying good
attention to every detail of the website, such as the pictures, colours, description, menus and making
improvement where required.
9.Provides accurate information
47/60 people interviewed found the website information accurate, this means that majority of the
website visitors (interviewee) finds the website informative and precise.
10.Provides reliable information
55% from the filled out questionnaire find the information of the website reliable. Mobbr can improve
the information on their website and make it more reliable by adding a link or page of testimonial,
reviews, a certificate to show that secure payments transactions can be done on the website.
12.Provides relevant information
58% of the people who filled out the questionnaire of Mobbr's website finds the information provided on
the website relevant. Mobbr can integrate their social media contents on their website such as their blog,
twitter news feed , tutorials on their website, this will help their customer to be well informed and
engaged.
13. Provides information that is easy to understand
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52% of the person who filled out the questionnaire of Mobbr's website finds the information provided
easy to understand. Mobbr can improve the information on their website by providing relevant, useful,
and original content, making it easy for customers to navigate your site.
14.Provides information at the right level of detail
31/60 people who filled out the questionnaire confirmed that the website of Mobbr provided the right
level of details on their website. Mobbr can improve their website details by providing more information
related to crowdsourcing payments, video tutorials and so on.
15. Presents the information in an appropriate format
52% of the person who filled out the questionnaire of Mobbr's website think the information is provided
in an appropriate format. Mobbr can improve their website by making their website layout and format
flexible so that they can alternate the design frequently and be up to date with new trends in website
designs, seasons and so on.
17. I would feel ‘safe’ giving personal information to this website if necessary
28/60 people who filled out the Mobbr website stated that they would feel safe giving personal
information to their website if necessary. Mobbr can reassure their customers and have them feel safe
and secure to transact on their website by using security measures.
18.I would feel ‘safe’ completing possible transactions on this website
27/60 confirmed that they would feel safe completing possible transactions on Mobbr's website. Majority
of the persons who filled out the questionnaire does not feel to carry out transaction on Mobbr's website.
Mobbr can reassure their customers by integrating positive customer reviews, testimonials on their
website. A good strong quality website design goes a long way to boost customer's confidence on a
website.
22.I feel confident that the services will be delivered as promised
34/60 feel confident that the services of Mobbr will be delivered as promised. Mobbr can increase the
confidence of their customers in order get conversions by emphasizing on the security message on their
website in the payment section of the site. Mobbr can let the customer know they are using a secure site
and their personal details will not be compromised now or in the future.
GENERAL CONCLUSION
The criteria for attractive websites are very important for Mobbr to keep in mind, such as content
richness and user-friendliness. Advise for Mobbr was given to improve the attractiveness of their website
according those criteria.
Social Media is an important part of the company’s website nowadays. One of the owners of Mobbr is
already using YouTube, but a personal one not a company one, so it is advisable to create a business
YouTube account for Mobbr. They do have a company Facebook, but the amount of likes should grow a
lot! Mobbr can create this by offering coupons, inspirational quotes, videos or articles for example on
their page.
Mobbr is already very active on Twitter, the only advise here would be to integrate a visible social media
plug-in on their website, since it is not really clear stated on the website. A blog could also be integrated
on their website and for their Google+ account the same applies as for their Youtube account. One of the
owners has a personal account about Mobbr but is advisable to create a business account.
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A questionnaire was held to gather to opinion of the visitors on the new website, the most important
outcomes are the following; it was easy to operate, relatively clear and easy to use/navigate. It has an
attractive appearance and the design is appropriate for the website. The reliable and relevant information
the website provides could be improved according to the questionnaire, as well as the easiness to
understand the information and the level of detail of the information. Safety is the most important aspect
to improve, since the participants overall would not really feel safe giving personal information or
completing transactions.
OFFLINE AND ONLINE MARKETING CAMPAIGN
The campaign will be an online marketing campaign, since Mobbr is an online service. The Chapter will be
go through all the different stages of the SOSTAC Model and RACE Framework to come to the campaign. A
picture of those frameworks can be found in Appendix 5.
SITUATIONAL ANALYSIS : MICRO ENVIRONMENT
Health Check
The Smart Insights health check assesses how effective a company’s digital marketing is across all key
customer touch points that are covered in the RACE Framework, which can be seen in Appendix 5.
Moreover, they provide ideas about how to improve each touch point. In order to know more about the
health of the digital marketing performed by Mobbr, the health check will be conducted. The touch points
are: plan, reach, act, convert and engage.
Mobbr scored a total of 53% on its health check, where
they are doing quite well in engaging their customers but
still lack on reach, act and convert. (Smart Insights, 2014).
Resource Analysis
Starting off with the micro environment, the resources are important to analyze in order to assess Mobbr’s current state and its capabilities in these areas. Below the financial, technological and human resources are analyzed.
Financial Resources – cost for running an online presence
Mobbr is financed by:
2012/2013: $190.000 founders
Feb 2013: $70.000 friends & family
Feb 2014: $350.000 angel investor
Market $31.000 transactions from pilot phase (Spruyt, Introduction to Mobbr, 2014).
The financed parts enable Mobbr to operate with financial resources of in total $641.000. However, it is not clear how much is left. It is also hard to say if the financial resources are sufficient or whether Mobbr needs another financial boost, because it is not known how expensive it is to operate a service like Mobbr.
Internet Stage Models
Technology Resources – availability and performance (speed)
The Mobbr payment system is built upon the banking license of another business. Further information regarding this topic is classified, it is and will not be shared with us, because that technology is what Mobbr is about. Mobbr would lose it competitive advantage if information regarding their new technology
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would leak to potential competitors. The only technology resources Mobbr needs are computer, electricity and internet. Due to the human resources Mobbr has available to them, they are able to create the systems and platforms themselves.
Human Resources
Mobbr has a small team of experienced crowdsourcing experts. Mobbr does have employees who work on a full-time base, but also two external employees who work on a freelance/part-time base for Mobbr. The founders of Mobbr are Patrick Savalle and Ernesto Spruyt, as previously mentioned.
Furthermore, according to Chaffey and Smith the internet stage models should also be analysed to assess Mobbr’s current state of the website. A picture of the different stages of internet marketing can be found in Appedix 5. According to our internal research, Mobbr’s level of Internet marketing capability is level between 4 and 5.
Mobbr is certainly on level 4 because Mobbr enables consumers to register on the website, by registering the consumers become users and users start paying Mobbr only when they earn from or pay to other consumers. Mobbr facilitates both the payment fees to Mobbr as the earning/payment streams of users. Mobbr is interactive due to the help and support page on which everyone can ask questions.
Mobbr is not on level 5 yet, though they do have a few characteristics that comply to that level. The Mobbr website uses E-CRM in a limited way, they do not use clickstream analyses and although they do have Google Analytics it is not possible to read any data from it. Furthermore, they do not make use of banners that let visitors who viewed the same page, which other visitors are interested/visited as well. The website does however have a frequently asked questions page.
Conclusion
Based on the internal stage model analysis Mobbr is rated between 4 and 5. According to this model Mobbr does comply to the specifications up to level 4 perfectly. Although Mobbr does have some marketing functions of level 5 they cannot yet be described as a level 5 website because of lacking marketing functions, especially marketing functions concerned with creating trust are suggested to improve in order to come to the level 5.
SITUATIONAL ANALYSIS : MESO ENVIRONMENT
Customer Analysis
The persona’s and customer analysis were already presented in the report as a part of ‘Segmentation’ in Chapter 4.
Competitor Analysis
As explained in the ‘Competitor Analysis’ in Chapter 4, Paypal is Mobbr their biggest competitor. In addition to the regular Competitor Analysis, Google Analytics and an analysis of Google Analytics will be provided to complete the regular analysis with an online analysis.
Keyword Percent of Search Traffic
1. paypal 71.03%
2. paypal login 1.33%
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How do people find the main competitor
PayPal?
Top keywords from search engine:
Which search keywords send traffic to this site?
(Alexa.com, 2014)
Apparently PayPal is already such a well-known company that people search for them directly instead of
trying to search for payment systems and ending up with PayPal. The total of websites linking to PayPal
is: 56,711 .
Websites that link to PayPal
Webpages that link to PayPal are mostly well-known companies as well, such as YouTube, Yahoo and
Amazon.com.
1. Youtube.com
youtube.com/channel/UCNqUlE08OCIZVgTjJ...
2. Yahoo.com
abc-ink.stores.yahoo.net/abcink-shippi...
3. Amazon.com
amazon.com/gp/aag/details?ie=UTF8&asin...
Doing a Google search
If people want to search for online work where they can get paid for, which is basically what Mobbr
facilitates with their payment system, the search will probably start on Google. A possible search that
could lead to facilitators that offer payment systems to people online for crowdsourcing could be: “get
paid for online work”. This Google Search results lead to:
On top – Advertisement
www.enquetevergelijk.nl/
On the right – Advertisement
www.jobjungle.info/ Adv.
www.microsoftstore.com/Microsoft_Office Adv.
www.execboardinasia.com/ Adv.
www.mobrog.com/ Adv.
Below but still within the window – Generic Websites
www.workersonboard.com/
www.shorttask.com/
www.allyou.com/budget.../online-jobs-work-from-h
3. pay pal 0.85%
4. paypal.com 0.84%
5. paypal fees 0.45%
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In this search, only one competitor showed up and not only on the Google page itself. Via the Dutch
website on top enquetevergelijk.nl, PayPal shows up as a possible payment method. In this search, which
basically describes what Mobbr does, Mobbr doesn’t even show up in the first three pages or on one of the
websites that are being linked to.
Conclusion
The fact that Mobbr does not show up in this search is a sign that they should improve their presence
online and have to optimize in order to get on search pages as this as well. Here lies an opportunity for
Mobbr because at this moment other payment systems can’t be found neither. However, getting on this
search page is hard: According to Google AdWords an average of 70 searches per month to “get paid for
online work” and competition is high. With a suggested bid of € 0,77 there are more interesting search
keywords.
Partner Analysis
In addition to the regular Partner Analysis, which can be found in ‘Platforms’ Chapter 4, an online Partner Analysis can be found in Appendix 5.
Which keyword tools would be good for them to use, with the average searches and what the competition
rate is can be seen in the table. The numbers are the average searches for words, the competition rating
could be low, medium or high.
SITUATIONAL ANALYSIS : MACRO ENVIRONMENT
PEST Analysis
The PEST analysis is a tool that helps to analyze the Political, Economical, Social and Technological changes
in the business environment. Understanding these changes will help MOBBR to see the “big picture”, the
change that the company is exposed to. If those changes are understood, the company can take advantage of
the opportunities that are presented.
Political
The Kingdom of The Netherlands (conventional long form) is a kingdom
and a democracy at once. The king of The Netherlands is King Willem –
Alexander. The head of the government is Mark Rutte. The cabinet is chosen
by the Council of Ministers with the next elections being held on May 2017.
The political parties in The Netherlands include the Christian Democratic
Appeal (CDA), Democrats 66 (D66), Labor Party (PvdA) and the party of
freedom (PVV). These are the most well – known however there are many
more. The current regional policy by Rutte is Liberal. Currently there is a
coalition between PvdA and VVD (CIA, 2014).
The law in The Netherlands is governed by the European Union and it is well developed. Corruption is
very low as they are ranked 8 from 175 countries. They score 83 out of 100, which means that they are
very clean (the higher the score the cleaner the country). The Netherlands is also not likely to bribe when
doing business abroad as they score an 8.8 out of 10 in the bribery scale (the higher the score the lower
the changes of bribery). Furthermore, it has very good control of corruption as it scores a 2.1 out of 2.5
(Transparency, 2014).
Taxation legislation is changing; as the countries deficit needs to be managed it has been increasing. The
government, however, is concerned with governmental issues, which might affect MOBBR if it does not
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comply with the environmental rules (CBS, 2014).
What does this mean for MOBBR?
In short, The Netherlands has a good legislative system that will provide MOBBR with good support when
it comes to legislative issues. Furthermore, MOBBR will not be dealing with corruption or bribery since
The Netherlands hardly participates in such activities.
Economical
The Netherlands is doing quite well as it is the sixth – largest economy in the euro-zone. It has good
industrial relations and the unemployment rate is rather low. The inflation rate is also moderate and they
have an ample trade surplus. The most prominent industrial activities are in electrical machinery, food
processing, petroleum refining and the chemical industry.
However, as the unemployment rate and the tax rate are increasing due to the financial crisis of the past
years, the disposable income of households is decreasing. In order to get a good understanding of the
current situation (2013 – 2014) in The Netherlands, a table with general statistics will be provided (CIA,
2014).
Economic Information Description
GDP $ 800.3 Billion (previous: $ 770.07) (Trading Economics, 2014)
GDP – real growth rate - 0.8%
GDP – Consumption by end use
Household consumption: 45.3%
Government consumption: 27.7%
Investment in fixed capital: 15.7%
Investment in inventories: 0.4%
Exports of goods and services: 86%
Imports of goods and services: -75.2%
Consumption by sector of origin Agriculture: 2.6%
Industry: 25.4%
Services: 72.1%
Labor force 7.9 Million
Labor force by occupation Agriculture: 2.3%
Industry: 18.8%
Services: 78.9% (CIA, 2014)
Unemployment rate 8.0% (previous year: 8.0 %) (Trading Economics, 2014)
The economy in The Netherlands is growing, as the GDP increased from $ 770.07 billion last year to $800
billion this year (Trading Economics, 2014). The key exchange rates do not vary, as they are rather stable.
The customers experience lower levels of disposable income due to the increase in tax rates and due to
the increased unemployment, however the unemployment rate has not changed since last year. There is a
large labor force in the services industry (78.9%) and the second largest labor force group lies in the
industry sector (18.8 %) (CIA, 2014).
What does this mean for MOBBR?
As the economy is becoming stronger due to the growing GDP, people have more to spend and thus
companies have more to spend. Companies can spend that extra money on new experiments such as
working with MOBBR to crowd source their work. Since the concept is quite new and companies might be
reluctant to trying new things out, the extra-earned money might make them less hesitant.
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On the other hand, people have less to spend due to the rising tax charges and unemployment. The
unemployed people can experience benefits from the easy of working through MOBBR as they can work
whenever and wherever they want. Therefore it is important for MOBBR to pinpoint the benefits that it
has for potential customers.
Social
The Netherlands has a population with many different ethnicities, 80% of whom are Dutch, 5% European,
2.4% Indonesian, 2.2% Turkish, 2% Surinamese and Moroccan and other. The official spoken language is
Dutch although some also speak Frisian and Limburgish. The Netherlands is a country where many
languages are taught and spoken in school with an average of 3 languages spoken perfectly per person.
The main religion is Roman Catholic (28%) followed by Protestant (19 %) and Muslim (5%). The table
below shows an overview of the population and the structure in The Netherlands (CIA, 2014).
Social – Cultural Information Description
Population 16, 877,351 (as of July 2014)
Age Structure 0 – 14 years: 16.9 % 15 – 24 years: 12.2 % 25 – 54 years: 40.4 % 55 – 64 years: 12.9% 65 years and over: 17.1%
Population growth rate 0.42%
Birth rate 10.83%
Death rate 8.57%
Urbanization Urban population: 83.2% of total
School life expectancy 18 years (primary to tertiary education)
Unemployment, youth (15 – 24 years) Male: 8,9 % Female: 10% (CIA, 2014)
The population growth rate is 0.42%. The population is estimated to grow to 16.8 million by 2016. The
number of centenarians is also expected to double in the coming years. The society’s level of health is high
as the life expectancy of Dutch people is increasing which is due to the good health care system but also
due to the lifestyle in The Netherlands. Clean drinking water is always provided as well as place to stay
for everybody.
Since 2003 there has been a growth of 6 percent in the “high education level”. The secondary education
level has slightly diminished and the level of low educated people has also declined by 5 percent since
2003 (CBS, 2014).
Figure 1: CBS level of education
What does this mean for MOBBR?
Due to the high level of highly
educated people, MOBBR can easily
find qualified personnel. Moreover,
those people can deliver good
quality crowd sourced work to
companies that need higher
educated employees. Furthermore,
the population is expected to grow,
which means that MOBBR can
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target more customers in the near future.
Most importantly, forty percent of the population is aged between 25 – 45 years (CIA, 2014). This is the
majority of the Dutch population and it is the population that does understand technology and is willing
to work with a new concept such as MOBBR. The benefits are that they are most willing to adapt to
MOBBR but they also have a lot of work experience and the younger people (aged 25) have fresh
knowledge of certain fields of work and are ready to put that knowledge to work.
Technological
MOBBR has a new way of paying large groups of people with low costs. There has not been such a
company yet in The Netherlands or in the world. There are however many companies such as Pay Pall
that provide payment systems with higher costs, which are also active in The Netherlands. The concept
that MOBBR has can also easily be copied which might be an issue as the company will lose on potential
customers.
Since the payment system performed by MOBBR is quite new, there are not any new technologies on the
horizon for the company to focus on.
Technological trends
A fast growing trend at this moment is the Digitalization of Financial Mobile financial products. For example, many banks have their digital app with which one can check their balance and make payments. Furthermore, crowdsourcing and crowd funding are increasing in popularity. Moreover, social media is also growing in impact and especially in the Mobile field.
What does this mean for Mobbr?
MOBBR has a payment system that can be used with such ease and low costs that it is unique in its kind, which will provide them with a first – mover advantage in The Netherlands. Moreover, the digitalization of the mobile financial products is also an advantage for MOBBR as it is an online payment gateway and converting it to an app can provide for advantages for the company as well since people find it easy to do their finances online.
SWOT Analysis
The SWOT analysis can be found in Appendix 5.
Advice based on the SWOT Analysis
Mobbr has a lot of strengths that are mainly based on their technological skills and first mover advantages. Mobbr can use those strengths to show the world that their platform is the new way of doing work, whenever, wherever one wants. Another advice is to look for the right partnerships that fit the Mobbr profile perfectly, this will help the company to grow. The weaknesses of Mobbr, however, are that they do not have a clear defined budget or a defined target group. An opportunity lies in finding the specific target group, students, or people that are already working but want to show their skills on a different level for example. Examine which target groups fit Mobbr best and create a marketing plan for it will be the next step. People might have a hard time to accept the way of work that Mobbr offers, which is a threat since people might not yet be ready. But the use of seminars, newspaper reviews, blogs and social media could make people familiar with the brand and the benefits that it offers. An opportunity lies in the changing tastes of customers, as they are getting used to the digital work and they might be open to the world of online working and sharing of work. Research on whether people are ready or not for the change that Mobbr brings in order to find the right tactics to target the customers would be advisable.
STRATEGIC GOALS AND OBJECTIVES
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Google Analytics
Unfortunately, the group was unable to retrieve data from the Google Analytics Mobbr account. Ernesto
Spruyt enabled the group to view the Google Analytics account from Mobbr, but there is no data at all on
the account.
Google Analytics can be used by Mobbr to:
- Find out where Mobbr’s best visitors are located.
- Find out what people are searching for on the Mobbr website.
- Find out what buttons visitors click the most.
- Find out on which page of the Mobbr website visitors come most often and stay the longest.
- Find out on which page of the Mobbr website visitors come least often and stay the shortest.
- Find out at what moment potential users stop during the process of becoming a Mobbr user.
- Find out whether it is useful to start a mobile website (Hines, 2011).
Objectives
The most important goal of the marketing campaign is to reach the desired target group, however the
goal should be met with a small budget. Therefore, our team will be focusing on viral marketing for which
our goal is to reach a wider group with a small budget.
Goal/ Objective Action Timeline Desired outcome
Goal To create a marketing strategy that will appeal to the new target market.
Over the coming period until January 2015.
Reaching an abundant number of new customers.
Objective To create a viral marketing campaign
Over the coming period until the start of January 2015.
Generate more brand awareness for Mobbr leading to sales.
Objective To improve Mobbrs web presence and social network.
Over the coming period until the end of December.
Getting customers to actively participate on Mobbrs social media and website.
The 5s Model
Before the future can be defined it needs to be clear as to why Mobbr is using digital platforms, what does
the company wants to achieve and how will this be in the future? The 5s framework can be used to
understand how digital channels can be used (Chaffey D. , 7 steps to a digital marketing strategy, 2014).
Sell – sales goals. Starting off with setting goals for Mobbrs most important transactions, namely the ones that generate the most profit. A conversion model can be created to help define goals that are SMART. The model can be found on Smartdownloads. Furthermore, think about how reach more customers and thus expand sales. Moreover, separate goals should be set for separate target customers.
Speak – how to become closer to customers. Social media is a tool that can be used to communicate to customers and to get closer to them. It is important to know which customers are at the top of the funnel and what customers are searching for.
Service – online service goals. The quality of the service provided is important to keep customers engaged. Therefore it is recommended to build in a feedback mechanism to Mobbr’s website or on Twitter and Facebook.
Save – saving costs. Ultimately a company wants to make profit and therefore costs need to be on the minimum.
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Sizzle – Adding value online. This is a way to increase sales and to achieve goals. This part is about building the Mobbr brand online. In order for your brand to become popular it is recommended to provide tools to support and track viral sharing and recommendations (Chaffey D. , Digital Marketing Strategy Guide, 2014).
Furthermore, the vision of the company needs to be defined. This checklist can be used to create a vision
statement: (1) Describe your added value, (2) Benefit of the company in terms of efficiencies or
profitability, (4) Future goals, (5) Needs to be simple, (6) People should be inspired by it. Lastly, the
SMART objectives need to be pointed out (Chaffey D. , Digital Marketing Strategy Guide, 2014).
The 5S Model applied to Mobbr can be found in Appendix 5.
Vision and Mission
This checklist can be used to create a vision statement: (1) Describe your added value, (2) Benefit of the
company in terms of efficiencies or profitability, (4) Future goals, (5) Needs to be simple, (6) People
should be inspired by it. Lastly, the SMART objectives need to be pointed out (Chaffey D. , Digital
Marketing Strategy Guide, 2014).
The vision that Mobbr foresees is that the collaborative economy will change the way that people work
and earn money. Jobs will be replaced by tasks and the platform businesses will be the future offices and
factories. People will represent themselves with a diversified portfolio with tasks and they will build a
reputation based on their work. This information was gained in an interview with Ernesto.
MOBBR does not have a mission statement yet, however it is important to have one as it can help to guide
the process of a business. The mission statement makes clear to customers, employees and vendors how
the company is planning to achieve its vision. When creating a mission statement, keep in mind to create
one what will hold up over a longer period of time but on the other hand it should also inspire people and
direct them.
There are four criteria for creating a mission statement:
1. It should be informative. It should say what the overall goal is of MOBBR and it should
state or give a certain idea of what the company does.
2. It should be simple. Creating a mission statement with too much detail can take back
the true meaning of the message that MOBBR is trying to convey. Capture its essence in
a few words.
3. It should be memorable. In order for the mission statement to work in the way that it
guides customers and employees it should be memorable. In order to create a
memorable mission statement one could use descriptive words that stir action.
4. It should be achievable. The mission statement should be something that the employees
can work towards (Smith, 2013).
The mission statement for MOBBR is: Economic freedom. They want to be free of the industrial era
according to Ernesto.
KEY PERFORMANCE INDICATORS
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KPIs are used to assess whether the company is performing according to the goals that are set. In other
words: whether the goals are achieved. Key PerformanceIndicators identify the businesses areas of success,
the criteria for success and measures it against the benchmark.
The metrics that Mobbr can focus on to track goals can be:
Repeat sales Metrics; Customer satisfaction or advocacy rating; Lagging performance indicators (past performance); Sales volume, revenue and profitability; Conversion efficiency metrics (conversion rates, average order and bounce rates).
Google Analytics results
In order to be able to set new goals and to assess whether the company is performing according to those,
the analytics will be reviewed.
Analytics Results
Returning Visitors/ New visitors - 67% Returning visitors
- 33% New visitors
Bounce Rate 100%
The table below provides some analytics on the current website analysis provided by alexa.com. These
are also potential KPIs to work on.
Website Analyses (alexa.com)
Mobbr
Bounce rate 17.60%
Daily page views per visitor 3.40
Daily time on site 2.35 minutes
Percentage of traffic that comes from a search
engine
5.90%
Top keywords from search engines Mobbr (49%), Mobrr (26%) , W3C facebook
share (17%) , Mobbr funding (4.6%),
Paymnet originating URL (0.8%)
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The web analytics above can be found on Alexa.com. Even though the bounce rate is quite low it does not
mean that the website is working perfectly. The time spent on the website is approximately 2 minutes
which means that the website stickiness can also be optimized.
STRATEGY
STP Strategy
The STP Strategy is already covered in Chapter 4, ‘Segmentation’.
Brand Positioning
Brand strategy
As of right now Mobbr does not have that much credibility online. They are present on their own webpage, Social Media, blogs and they can be found in articles, however more is needed to actually obtain credibility from their consumers. As shown in the objective setting, the brand can be extended online by improving the brand awareness, reach and favorability. This can be done through providing new experiences online, a better website, a contest and creating awareness by getting people to talk about Mobbr. With the target market chosen in mind, NGO’s and the public sector and the online communities, their online presence should be targeted in such a way that benefit for these consumers will be made clear. This can be done by showing a video up front what they do for these sectors. How people with less money are enabled to do crowdsourced work through Mobbr and how the public sector and NGO’s help them with that. The consumers can be enabled the experience online by having the contest mentioned.
Online representation or presence
The goals of the Social Media were set to get closer to customers by fully incorporating social media. This would be done by linking the social media and updating every day. This will be done by creating the desired content, which will be elaborated on below. Furthermore, the website needs to have clear pages set for both sides. Where each side can find their information. Furthermore, the active role of Mobbr should be clearly communicated and they should be transparent in what they do.
Content and engagement strategy
For the online communities in need it could be interesting to show the success they could achieve, and to have inspirational content for them, to have them believe more in Mobbr as well. Users should be enables to post their successes as well and tips for the others to reach that success, more of this kind of a community should be established. Furthermore, they should provide easy and necessary information that could be relevant for the communities in need. An example is battle of the concepts, they target students and young professionals, on their website they have pointed out that students can only earn up to a certain amount in order for it not to interfere with their financing that they receive of the government (concepts). When you do not have a lot of money, you usually do not have a lot of time or resources to sort these things out properly. Mobbr could help them and engage them with such useful tips on their website, but also on their social media. Furthermore, to make sure the buying process is clear, infographics and videos should be placed on the website, as mentioned before. For the public sector and NGO’s it will be interesting to post content about the types of work that can be crowdsourced and how the NGO’s and the public sector can help with that.
Acquisition communications strategy
As mentioned before, Mobbr is already present on a number of media channels. However, their search engine key words can be updated. They are not very findable yet and therefore they should invest in Google keywords. Furthermore, it will also be beneficial for them to acquire a large NGO to work with. This will give them a lot more credibility and favorability. In addition, they should invest in email marketing, especially to keep their partners up to date on the process and their consumers on the possibilities they have. They should also find the places where the communities in need would be present at and what their offline channel of communication would be.
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Conversion strategy
When it comes to information architecture and page design, everything should be clear and technical words should be avoided. It should look very easy to earn money and it should be clear that any person, of any background of education, with any type of income, can easily assign himself to a task. Personas should be posted on the home page to which the target groups can relate themselves too, this would trigger visitors to engage and perhaps convert. This can be done with the use of storytelling, matched to the personas. In addition, a viral marketing campaign will help as well, which would bring the clear message as what Mobbr can do.
Retention communications strategy
The retention of costumers will be based on the VOC of the costumer with a bilateral communication channel, this way Mobbr will always have information about how their customers are reacting to all types of different stimuli. Furthermore, a reward system of loyal consumers could encourage them to stay active in the community. This way it is clear to the organisations that this person can be counted on. The reward system could therefore include a new status, tasks send to their emails that are suitable to them, or invitations to special events.
DIGITAL MARKETING MIX
Product Core product:
An online payment system that allows people who open an account to pay and get paid for tasks/projects anywhere on the web.
The extent of the product is:
Pay-per-task. It means that although Mobbr is a payment system that needs users to subscribe to be able to work, the users only pay fees when they pay or get paid.
The extended product is:
The feature to pay online to multiple people at once, the feature to search for tasks/projects.The feature is also to make a website compatible with Mobbr’s payment system (Rotterdam Business School, 2014).
Function: Enabling everyone on the web to pay and to get paid for work.
Quality: It works but the process of Mobbr connecting to tasks on external websites could be simplified.
Quantity: Only a few options/services.
Brandname: Mobbr - Unfamiliar word and it has no connection with the actual product.
Form and colour:
Mobbr logo stands out, recognizable colours, but difficult to understand concept for new visitors.
Image:
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Mobbr’s concept isn’t yet a well-known one. In order to get a better image Mobbr should design the Mobbr webpages in such a way that people feel safe giving information, increases the image makes people that visit the website feel safe about giving personal information and subscribing (Bos, 2014).
Another way to generate a positive image is to work together with organizations from the public sector. By making such organizations partners, the press will want to know how Mobbr is helping communities in need for work, and the chances of getting in the news very positively are high. The product will generate a better image and it is likely that more people will become users of the system due to the cooperation with the organizations from the public sector and the extra positive media attention.
Customer service and support also helps to build a more positive product image. Although Mobbr already has such a page, it should be made more visually present (Mobbr.com, 2014).
Services:
Mobbr’s services are the following - Crowdfunding and paying for tasks from crowdsourcing websites (I have a task.) - Crowdsourcing platforms can host tasks which can be paid for by Mobbr users. (I host a task.) - Users can complete tasks and get paid for them by the users that have tasks. (I want a task.)
Mobbr is basically a bank, and therefore the user is able to create a wallet in which it can put money, withdraw money and has the history of receiving’s/payments (Mobbr.com, 2014).
Social CRM:
Customer support is available but should be more on the forefront, via a personal chat on the homepage or simple help page. At the moment Mobbr does have a section on the website where everyone can see their community, weblog, help&support, documentation and twitter but they hide it beneath a Mobbr logo which makes it hard to even reach the pages. Furthermore, there should be other social media communication channels as well (Mobbr.com, 2014).
Besides that, a user must have the option to show or tell a friend that he/she registered on Mobbr and is currently using the system. That way the existing user both reaches and attracts the friend to act and use Mobbr as well. By enabling this service for the user, it becomes a win-win-win situation between Mobbr, the user and the (potential user) friend.
Social reputation:
Mobbr users should be rated in a simple way, by creating a 5 star reputation chart everyone is able to see which users are good and which are bad. In order to make the reputation chart even more relevant it should be possible for all users to make the reputation chart link to their social media, this way everybody wants to have a good reputation otherwise their bad reputation will be on all social media and the likelihood for them to keep on doing tasks is very little then. There should be collaboration between hosting websites, task givers and task accomplishers in order to decide on the scales of the 5 stars for every user.
Price
At the moment Mobbr’s pricing should be low to start accumulating the customer base.
Mobbr does actually price their service with the accumulation of a customer base first in mind. Users don’t pay a standardized monthly fee for becoming a Mobbr user. The 5% fee over the received money on the account monthly is capped to a maximum amount of
€9,00 There are no withdrawal costs that matters because it makes users feel safe they could withdraw
their money whenever they like without having to pay for it. For making payments up to €5.000,- a month there aren’t any costs. Mobbr doesn’t make any money from funding the bank accounts.
The pricing model: pay per use, this is because user on Mobbr only pay a fee if they actually receive or send money. If the system is not used for a month, that user won’t have to pay anything to Mobbr that month.
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With the system Mobbr uses we could speak of a form of aggregated discount because above the capped fee of €9,00 per month, everything is profit because users won’t have to pay more fees that month than that €9,00 per month.
In a way we could even speak about some form of credit terms Mobbr is applying. If a user would do transactions in the first week of the month, he will send and receive money for instance. For receiving money that first week he pays a 5% fee, but won’t have to pay it until the end of the month. In principle the credit term is as long as over three weeks now (Mobbr.com, 2014).
Place
The place of purchasing:
The place of purchasing is a self-controlled website. It is the actual Mobbr website on which users pay and get paid. However, Mobbr does use reinter-mediation, meaning that the actual task/product is on other websites called platforms which Mobbr links the user to in order to complete the task. The websites that Mobbr links to are seller-orientated websites, although the platforms are operated by the makers the users who post jobs or tasks on the platforms basically control what the websites offer (Rotterdam Business School, 2014).
Mobbr’s payment operates under a Mangopay / Leetchi ECB license, which is a form of payment/banking license. That means that however the transactions take place on Mobbr, the actual transacting takes place at Mangopay, however the user will not notice it as such (Mobbr.com, 2014).
Partner marketing:
In order for Mobbr to get more users, they should partner with more and other platforms. On which platforms Mobbr can be used in the future is basically a matter of partner marketing. The partner marketing which can be done by Mobbr is actually interesting for both Mobbr and platforms.
Mobbr benefits because: Increase in users of the Payment system, which means receiving more fees. Increase in platform portfolio that they can offer to users, and which they can attract new visitors
with. More tasks to complete, so more fees to be paid.
The platform benefits: The platform can suddenly make money from viewing tasks, other than from advertising. The platform is able to attract more visitors because of the payment aspect. The platform is able to innovate more due to new financial input. The platform doesn’t have to make a payment system itself and doesn’t need to pay for Mobbr’s.
Mobbr can immediately implement promotional sections on webpages from partners as: crowd expedition, gitlab.org, stackexchange.com, github.com, question2answer.org and fastmovingtargets.nl. But next to the existing partners, Mobbr should also focus on new affiliate partners, because they are important for Mobbr to get more users.
Next to Mobbr’s main website and partner website on which they advertise themselves, Social Media is used and should be used more often.
News-papers:
Mobbr has been in news-papers like nu.nl and de Telegraaf before, but they could use this type of media channel more often, because the news-papers reach a large audience and a news-paper writing about Mobbr has more weight than one blogger or Mobbr themselves writing about Mobbr. One aspect of being in the news-papers that is attractive for Mobbr is to be linked to a good cause, because it puts Mobbr on a stand.
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Conferences:
Mobbr does also promote themselves on conferences. On the conferences that are held throughout the world, Mobbr often occupies stands and does presentations. Mobbr should not only rely on this type of conference, but can start an event via LinkedIn as well.
People
Ernesto Spruyt and Patrick Savalle are the founders of Mobbr crowd sourcing payment system. There are other five team members in the company, their names are Han Dijk, Andre Paap, Robert Kessing, Roy Boverhof and Mindy Hull.
Anyone who comes in contact with Mobbr's Partners or customers is able to make an impression. The people employed by Mobbr can have a profound effect on the company (positive or negative) on the customer satisfaction. The reputation of Mobbr's brand rest in their people’s hands. The employees must therefore be appropriately trained, well-motivated and have the right attitude. Many customers can’t separate the product or service from the staff members who provide it, this shows the importance of Mobbr’s employees.
Process
The process on which Mobbr's crowd sourcing payment system works is stated below:
Crowdfunding and paying tasks
( I have a task)
Executing tasks ( I want a task)
Hosting tasks (I host a task)
- Create the task on a Mobbrized website
- Find tasks by keyword and language
- Setup a reputation/ranking system on your platform
- Paste the URL in the box above - Click on an interesting task to check it out
- Connect your platform to Mobbr using API, HTML-script or plugin
- Start (crowd-) funding the task or just pay
- Go to the site hosting the task to work on it
- Add buttons and widgets to your website's items
- Find and invite workers - Receive money in your Mobbr wallet upon completion
- Mobbr distributes payments according to the ranking ( mobbr.com, 2014)
The process of enabling a service and behaviour of those who deliver the services are crucial to customer satisfaction issues such as waiting time, information given to customers or the helpfulness of Mobrs information on their website.
Customers are not interested in the details about how the business runs, what matters to them is that the system works. Mobbr’s management has to ask the following questions to their selves:
Do our customers have to wait? Are our customers well informed?
Do we have good relationships with our partners and customers?
Do we answer their enquires online or offline promptly?
Are our services carried out efficiently?
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Do our people interact in a manner that is appropriate for our service?
Processes are often overlooked. For example, if a customer is trying to reach Mobbr via telephone, and the customer is kept on hold for a long time, the customer might give up and go to another payment provide and tell their friends about their bad experience. Processes often fail customer needs because they are built for the company's needs and not designed for the customer in mind.
DIGITAL MARKETING CAMPAIGN
See Appendix 6 for the complete Digital Marketing Campaign.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
All in all, it can be concluded that the company Mobbr was in need of a target group and a digital marketing plan. Mobbr is a new payment system for crowdsourcing platforms that can pay out according to a set division. The target group and digital marketing plan were made according to six topics, market analysis, competitor analysis, platforms, segmentation, digital appearance and online marketing plan. According to these topics, research was conducted, both primary and secondary research has been done. For the marketing analysis it has meant that literature was found on what crowdsourcing exactly is, its categories and trends and how to do a market analysis for Mobbr. Crowdsourcing could be divided into micro or macrotasks, crowdfunding or crowd contest. The trends were also found, namely curated crowds, quality improvements, standardization of crowdsourcing, corporate acceptance and early adoption.
As for the competitor analysis , Porter’s five forces was investigated and how it can be used for Mobbr. Mobbr’s main competitors was researched and the blue ocean theory was evaluated as well. In accordance to Porter’s five forces, Mobbr faces the threat of intense segment rivalry, namely PayPal is a strong competitor. However, a website where one can find crowdsourcing platforms, that market is low on competition. Due to high costs and time of development of the codes, the threat of new entrants is low. Furthermore, due to the competitor threat, there is also the threat of substitute products, Paypal is well-known and therefore a big threat. Also, the threat of buyers growing bargaining power is present, as the market is very big. Lastly, the threat of suppliers growing bargaining power is high as well, as any crowdsourcing platform can join and there are other payment systems. The main competitors of Mobbr are PayPal and Skrill and the outcomes of their comparison are that a track payment tool of PayPal increases security and Paypal is a well-known brand overall. Skrill has the most disadvantages and Mobbr has two advantages, the option to search for platforms, crowds and tasks and the free option to do mass payments.
For the topic of platforms , investigation was done on examples of successful crowdsourcing platforms, possible problems of crowdsourcing platforms and opinions of crowdsourcing experts. During the literature search, crowdsourcing platforms were found in accordance to the forms of crowdsourcing platforms. These platforms were Team Topzorg, Ontwerpen voor Geld (Design for money) and Brandsupply as co-creation platforms, Onderling.nl of FBTO as crowd voting, Battle of concepts as a crowd wisdom platform and PIFworld for crowd funding. All the platforms were found successful according to criteria found in the literature. Furthermore, there are common problems that the platforms
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deal with. For the problem of lack of confidentiality, most platforms have statements and game rules to prevent this. For the lack of communication, there are usually different opinions for communication to encourage this. The risk of losing intellectual property is helped through statements that the users give away their rights. The problem of technical staff is prevented with use of moderators. Furthermore, two interviews were held, one with Roel Masselink of Ontwerpen-voor-geld and Remco Kruiper of Onderling.nl. Both platforms do not have any interest in Mobbr. Masselink would potentially consider it if it would really save money.
Additionally, the topic of segmentation was researched. In order to find a segment for Mobbr, investigation was done on how to segment in the online market. Their personas were made and are Corporate Cedric who has a task, Platform Petra hosts a task and Online Ollie wants a task while Mobbr ensures the payments. When it comes to markets to target, the demand exist out of corporates & SMEs, open source projects and the public sector & NGOs. The supply sector exists out of collaboration platforms, online communities and inner-crowds. In order to position in the market the public sector & NGOs were chosen to combine with the online communities, because it is a win-win situation, it helps the communities with work and it helps Mobbr in image and time.
Furthermore, the digital appearance of Mobbr was investigated. The criteria for attractive websites were found in the literature, social media was researched and what it could mean to Mobbr and the opinion of the visitors on the website of Mobbr was investigated through the use of a survey. 10 Areas were found for the success of a website, which resulted in advice for Mobbr. Advice will be elaborated in the recommendations paragraph below. From the research conducted on the opinions on the website, it can be concluded that the website is mostly easy to operate and consumers feel least safe to provide personal information to it.
In order to come to a good online marketing campaign, different topics were analyzed additional to those above. The criteria for creating for a good campaign, cases of a good campaign and the situational analysis, objectives and KPIs were researched. This has resulted in the making of the campaign according to the SOSTAC and RACE framework. The health check showed that Mobbr is doing well in engaging only. When it comes to the internet stage models, Mobbr is rated between 4 and 5, because they lack on certain marketing functions. Looking at the macro environment the legislative system of the Netherlands provides Mobbr with good support when it comes to such issues. The economy is also looking up, which means companies will have more to invest in companies such as Mobbr and that people have less to spend due to rising taxes and unemployment, which is good for Mobbr because people will need the easy solutions of work. Looking at the social side, Mobbr can find highly educated personnel easily and the potential customers is growing as well (due to population growth in the right age category). There is also a technological opportunity for Mobbr, as they can make use of the mobile financial product trend by creating an app. The creation of the SWOT has also resulted in advice and strategies, which will be explained in the recommendations. Also the KPIs were analyzed and a website analysis was done. Which has concluded that the stickiness of the website is only 2 minutes, but the bounce rate is low. When looking at the positioning of the brand, a lot of recommendations were concluded upon as well. These can be found in the recommendations as well.
Furthermore, one of the last steps was the creation of the marketing mix. The most important conclusions of the marketing mix are the advice it contains, therefore, this can be found under recommendations. Some other conclusions are that the services of Mobbr are crowdfunding and paying for tasks, crowdsourcing platforms can host a task and users can complete tasks and get paid for them. Mobbr accounts basically as the bank. Also, Mobbr uses pay per use and use, but users do not have to pay over €9.00 a month.
All this research has led to the creation of the digital marketing plan. The basic conclusion of the plan is that online revenue and retention of customers will be increased by creating a trial campaign. The idea is to have companies profit by having work done in Africa, at a low price and it is for a good cause. Since the campaign is the final recommendation, the specific advice will be given in the recommendations paragraph below. (The full campaign can be viewed in appendix 6)
RECOMMENDATIONS
As a result of the research conducted, a lot of recommendations were made throughout. Below all the recommendations can be found per topic.
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Starting of with the competitor analysis – The aspects resulting from the analysis with the blue ocean theory is recommended to be kept in mind. This means that in order to commit to the Raise aspect, Mobbr could be more than just a payment system. Concerning the Eliminate aspect, the factor of extra hidden costs should be eliminated. For the Reduce element Mobbr is recommended to minimize the pay-back hassle, transmit time of money and fees. Lastly, when it comes to the Create sector Mobbr is already there, their ease of crowd payment system is offered nowhere else.
Moving on with the platform analysis –It was concluded that from the platforms, certain platforms would fit the most and others would need more convincing. Team Topzorg does not use incentives, however Mobbr could convince them on the new economy and attract them. Ontwerpen-voor-Geld would also be suitable, however the owner mentioned that he would only be interested if it really saves money. Brand Supply and Battle of the Concepts are similar platforms and therefore they would also be suitable. PIFworld also makes use of mass payments, and therefore they could be considered as well. Gaining PIFworld as a customer would add to the image that is created with the chosen segment the most. During the interviews with platforms Ontwerpen-voor-geld and Onderling.nl, Mobbr is adviced to focus on the technical industry and the website should be easier to understand. It should be more customer-oriented.
Additionally, the segmentation has been done – Mobbr is adviced to focus on the combination of Public sector and NGOs and online communities. This will help the brand gain a positive image and other parties would be more eager to join because of that. The key message that Mobbr can put forward is recommended to be: “With the simplicity of online work, Mobbr helps communities in need.”
When it comes to the digital appearance of Mobbr, more aspects are recommended- In order to create an attractive website, Mobbr is advised to take on the following steps. This advice came from both the literature and as a result from the questionnaires handed out:
1. Content richiness – Creating a video blog, a podcast for download, an infographic, a whitepaper for download. Content focused on crowdsourcing payment could also be added to the website and content should be customized to the target audience.
2. User-friendliness – Make content easy to scan, readable, contrast colour scheme, improve navigation and speed up their website. Navigation can also be improved by using clearly divided categories. The overall appearance can be improved by using appropriate fonts, templates, an about us page, testimonials and proof. The design can also be adjusted to trends and updated frequently. Also, attention should be spend on every detail, pictures, colours, descriptions and menus.
3. Reliability – Improve reliability with such an infrastructure, good back-up and security measures.
4. Freshness – Mobbr should post fresh content regularly to rank higher on search engines.
5. Security – They should look into detail of security provisions and transfer to a virtual private server. Mobbr should also add the information on the website by adding a page of testimonial, reviews or certificates to ensure the security of the payments.
6. Commercial – Website should have a professional clean look, product information should be informative and easy to understand and search engine techniques should be implemented.
7. Image – Mobbr can integrate more images in their website to balance it better with text.
8. Social media – Mobbr should add the social media plugins and the social media content on their website.
9. Content shareable – Content can be made more shareable by being consistent, telling a story and by adding personality.
Other advice focused on social media is also given for the digital appearance chapter. It is advices that Mobbr should create a dedication account on YouTube called Mobbr. On Facebook Mobbr could engage their customers by offering coupons, promotions and gift vouchers on their page. They can also post inspirational quotes, videos, trends, turtorials. They should also post regularly with the relevant keywords. Furthermore, the twitter plugin on Mobbr’s website should be made visible to be easily found. For Blogger Mobbr should post regularly and integrate the blog on their website in order to increase awareness and views of the website. Lastly, Mobbr is adviced to create a unique business account on Blogger it will help visibility and traffic on their website.
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Furthermore, the online marketing campaign that was created, has led to recommendations throughout the process of creating it. The SOSTAC and RACE framework developed certain advice for Mobbr.
- The health check revealed that Mobbr needs to work on plan, reach and act. - In order to move on to the next level of the internet stage models, Mobbr should use clickstream
analysis and Google analytics. Also, they could make use of banners to show visitors recommendations by the habits of other visitors.
- Mobbr should improve their presence online and have to optimize to get on the search pages. With a suggested bid of €0.77 there are interesting keywords.
- A SWOT analysis was conducted which leads to the following recommendations: Mobbr can use their advantages to show that their platform is a new way of doing work. Mobbr could search for the right partnerships to help the company grow. Mobbr could help their new target group adjust to Mobbr’s concept of work by having
seminars, newspaper reviews, blogs and social media. They could also pursue further research in whether their customers are ready for them, and how to help them to become ready.
- The website can be better optimized to improve the stickiness as the time spent is only 2 minutes.
- When it comes to the brand positioning, certain strategies are recommended. Brand strategy: By providing new experiences online, the brand can be extended online.
Also a better website will add to this, a contest and getting people to talk about Mobbr is adviced. A video can be put up to show what Mobbr can mean to the public sector & NGOs and the online communities.
Online representation or presence: Social media could be linked and updated every day, the desired content should be created and clear pages should be set specially for both segments. Furthermore, the role of Mobbr should be visible, they should be transparent.
Content and engagement strategy: For the online communities it is interesting to show what success could be achieved, thus inspirational content. Users should be enabled to post their success with Mobbr, tips for others and by having customers post content themselves, a community can be created on Mobbr itself. Useful tips towards communities in needs should be posted. For the public sector and NGOs it is interesting what type of work can be crowdsourced and how they can help.
Acquisition communications strategy: Mobbr should invest in keywords, and it is advisable to partner with a large NGO to work with. Furthermore, email marketing is advised to invest in and they should be present where the communities are present, on and offline.
Conversion strategy: Too technical words should be avoided, in order to make the content more understandable. Personas should be posted on the page where the target groups can relate themselves too in order for visitors to engage and convert. Story-telling could be added to this.
Retention communications strategy: A reward system could encourage customers to stay, this could include a new status, tasks send to emails and invitation to special events.
- As one of the last steps, the marketing mix was made. Which has resulted in the following recommendations: Image
Mobbr should create a better image by designing the webpages in a way that the visitors feel safe about giving information and subscribing.
Mobbr should also partner with organizations from the public sector, this way the press will want to pay attention to Mobbr. A clear and up-front customer service and support will also add to the positive image.
It is recommended that the user must have the option to show or tell a friend that he/she registered on Mobbr and is using it.
A rating system and a reputation chart is also recommended. Mobbr should partner with more and other platforms. Mobbr can implement promotional sections on webpages from partners. Next to existing
partners, they should also focus on affiliate partners in order for Mobbr to get more users.
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Newspapers, should be used more often, because it reaches a large audience and it is attractive when Mobbr is linked to a good cause.
It is crucial that the employees are trained, well-motivated and have the right attitude, because they will be linked with the brand.
The process of enabling a service and the behavior of those who do so are crucial to customer satisfaction issues. Thus, waiting time, informing, and the helpfulness of information on Mobbr’s website are key factors that should be considered carefully. Therefore, they can ask certain questions, some examples are:
Do our customers have to wait? Are our customers well informed? Do we have good relationships with our partners and customers?
Finally, all the research has led to the creation of the digital marketing campaign, the final recommendation. The full plan can be found in Appendix 6, which is fully existing out of recommendations for Mobbr. The goals of the campaign is to create awareness. Start-ups and the software industry will be targeted and revenue and retention is aimed to be increased with the campaign. The idea behind the campaign is to create win-win feeling. This is done by having start-ups have work done in Africa, which is cheap and easy for them, and it is for a good cause at the same time. Mobbr receives money and provides aid in Africa.
This will be encouraged through a trial campaign, which is promoted through a video. PR and social media will be used to get the word out. More details of the campaign can be found in appendix 6.
CHAPTER 6: IMPLEMENTATION
The ‘Offline and Online Marketing Campaign’ part of Chapter 4 can be seen as an implementation plan for
Mobbr. This implementation plan provides an online marketing campaign for the chosen segment, which
was the goal of the project. The template of the Marketing Campaign can be found in Appendix 6.
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ACTIVITY LOG
Date Activities Presence
Meeting 18-11-14
Meeting with the teacher
Got feedback from the teacher
about the first part of the
Consultancy Report: Chapter 1,2
and 3
Present:
Everyone
Meeting 27-11-14 Group meeting
Discussed the planning for the
second block, divided the work to
improve from Chapter 1,2 and 3
Meeting with the teacher
Discussed the feedback from the
first part of the report and
Present:
Everyone
65
planning for the second part of the
report
Meeting 02-12-14
Group meeting
Discussed work that had to be
done for Chapter 4 and the
Situational Analysis for the Digital
Marketing Plan
Present:
Everybody
Meeting: 04-12-14
Group meeting
Analyzed the work that has been
done and answered possible
questions
Meeting with the teacher
Discussed work done and further
process
Present:
Everyone
Meeting 09-12-14
Group meeting
Discussed work that had to be
done for Chapter 4 and the
Objectives and KPI’s for the Digital
Marketing Plan
Present:
Everyone
Meeting 11-12-14 Group meeting
Analyzed the work that has been
done and answered possible
questions
Meeting with the teacher
Discussed work done and further
process
Present:
Everyone
Meeting 16-12-14 Group meeting
Discussed work that had to be
done for Chapter 4 and the
STP/OVP/Branding Strategy for
the Digital Marketing Plan
Present:
Everyone
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Meeting 18-12-14 Group meeting
Analyzed the work that has been
done and answered possible
questions
Meeting with the teacher
Discussed work done and further
process
Present:
Everyone
Meeting 06-01-15 Meeting with the company
Discussed progress so far
Group meeting
Discussed work that had to be
done for Chapter 4 and the
Marketing Mix of the Digital
Marketing Plan
Present:
Everyone
Meeting 08-01-15 Group meeting
Analyzed the work that has been
done and answered possible
questions
Meeting with the teacher
Discussed work done and further
process
Present:
Everyone
Meeting 13-01-15 Group meeting
Discussed the work that had to be
done for Chapter 5 and the
Campaign, Demo Website and
concept of the final PowerPoint
Present:
Everyone
Meeting 15-01-15 Group meeting
Analyzed the work that has been
done and answered possible
questions
Meeting with the teacher
Discussed work done and further
process
Present:
Everyone
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Meeting 20-01-15 Group meeting
Analyzed the work that had to be
done for Chapter 5,6, the
campaign, Demo Website and
concept of the final PowerPoint
Meeting with the teacher
Discussed work done and further
process
Present:
Everybody
Absent:
Nobody
26-01-15 Final check all parts Chapter 4,5
and 6 & the Digital Marketing Plan.
Integrated the ‘Normal’
Consultancy Report with the
Digital Marketing Plan, created the
final PowerPoint and handed in
the report
Nadine and Kirsten
REFLECTION
Reflection Blerta Shala:
Last block was a preparation for this block, which was more work than expected. We worked really hard
on the project on both blocks, however this time it required even better teamwork and even better time
management in order to get everything done on time. During last block we discussed what everybody
should improve in the last block and some people really did a good effort to improve their skills. We have
had some hard times and we have worked hard but hopefully it has paid off.
As for how I experienced the block myself; it was hard work, a few headaches, some disagreements but
we managed to pull through as a group. The hardest part was to give both the school and Ernesto Spruyt
what they want. Ernesto expects something from us and the school something entirely different. The
group I worked in was dynamic and everybody tried to work really hard on the project.
Reflection Alex den Bieman:
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For the past half year, I have worked on a project with 5 other students of which 4 I didn’t knew anything
about and had never worked with before. I think we did pretty well from the beginning, there was a clear
structure of who was supposed to do what, who was in charge and when things were due. The Mobbr
project also promised to be a challenge for us from the start, with a topic we didn’t knew anything about.
For me it took a while to realize what the project was about exactly, but once I figured it out it became
clear that Mobbr is a great concept. Although I think our group did pretty well in the end, we have had our
up and downs. For me personally, it was hard to see that some did a lot of work for the report and
meetings and others didn’t. From the start of the project, during the first meeting with Looman, I think I
left a message to the group: I’m not the kind of person that is on the forefront of a project, but I will
contribute to the project where necessary and hate it to miss meetings/be too late. The last part counts
for others as well, resulting in me being not too much of a fan of certain characteristics of some of my
team members.
What I learned in this project is to be harder on the members that are in the group, of which I think they
should be working harder/different/contribute more. I have seen that the lack of participation by a
person has consequences for the job of another person and that I think is not how it should be.
While making some of the parts of the report I have had a little difficulty with some of the work that we
had to make a well. It felt like some parts we had to do double or triple and that we had to make things
just for the sake of making it. I learned not to let it bother me, because what I found was that the more I
felt reluctant towards it the more frustrated I got and the less work got done.
I would like to end with saying that, although sometimes there were some difficulties, I have enjoyed
working in this group and I’m lucky they were willing to have me in the group.
Reflection Nadine Elsenaar
The process
For the past months I have participated in the Mobbr project. In the beginning it was really hard to grasp
the concept, the same accounted for the digital marketing plan. The concept of Mobbr was really difficult
as they account for multiple things. However, once we understood it, it got better. It was very
demotivating that we had to do so many things that were unnecessary. With unforeseen circumstances,
for instance the unnecessary work that had to be changed, planning had to be changed continuously as
well. It was also difficult to work with our group division at some times, some people did less and others
did a lot. Overall, I am happy with my group, they work well, which is absolutely necessary with such a
difficult project.
What I learned
I learned to plan the research better, even though I always take up some days for it, I never really expect
to not find anything. I also learned to work more effectively and not procrastinate so much. For this
project there was absolutely no room to do so anyway. Furthermore, although I was late a couple of times,
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it was far not as much as it used to be, so I got better at that as well. I also learned a lot about digital
marketing, which was a completely new concept. Certain aspects were really difficult to grasp, especially
with a source like smart insights, which does not tell you much thoroughly. Additionally, some aspects
overlap a lot or are very similar, some miss focus. It was hard to grasp everything, but I learned a lot. The
same goes for business to business marketing. I cannot remember learning how to market towards
businesses, only to consumers. Therefore, I learned those things too. Overall, it was a difficult project, but
I learned a lot.
Reflection Ekene Patience Nesiagho
I am very happy to be a group member of project group 401 2A IBMS during block 1 and 2 at Rotterdam
University of Applied Science Rotterdam The Netherlands.
I was able to learn a lot from my research on these assignments mentioned above especially on Mobbr's
digital appearance, for example, I learned how companies uses social media tools to increase traffic to
their sites and engage their customers.
My classmates were also very cooperative and understanding, they answered my questions concerning
school work swiftly .
In the beginning of Block one I was very worried because I was new to the school, I had to adjust to the
new environment, new group and system of Rotterdam University, although I was very happy to be a
student of the university. But my teachers and group members were nice and easy going. At the end of
block one, we made a very good grade (8.1) for group assignment.
Firstly, I learned quite a lot about Mobbr. Mobbr has a unique concept for crowd payment. I am
opportune to conduct research and create a marketing plan with my group members. I am very happy to
be a member of my team which consist of creative, intelligent and hardworking members.
Reflection Bruno Alonso
Lessons learned
Working with an actual start-up company like MOBBR gave me a new perspective on school work.
Learning became more serious and real when there was a physical customer to respond to. The team had
to communicate professionally with MOBBR and be profesional in meetings.
As a team we had to balance between MOBBR´s wants and the schools requirements because they were a
Little bit different. The end result is a mix of both.
Lectures hosted by Mr.Looman and Mrs.Dimitrova teached me new theory from the world of marketing.
Especially new topics were introduced from the digital marketing field. Guest lectures were interesting
with good guests.
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During this project I learned how to work in an international team. Within the team we had many cultures
and different working methods. These cultural and language differences had to be overcome as a team
over the two blokcs. At times there was diffuculty but for the as a whole everything went well and the
team work was accomplished.
Reflection Kirsten Vermeer:
The consultancy project, which was a part of the Marketing Minor, really had its ups and downs. In the
beginning it was difficult to understand our company, since Mobbr is using a new concept. This made it
challenging, but also interesting for the group.
Crowdsourcing was an unknown world for me, so I have learned during the project about this new
economy. The Digital Marketing concepts we came across during the project were also new for me and
because of that I gained a lot of knowledge about the online aspect of Marketing.
The group had some difficulties working together. Some members contributed more than the other,
especially in Block 1. However, in my opinion those members improved their attitude and contribution
during Block 2 which was great.
A point for improvement for the Minor would be to clearly integrate the ‘Regular’ parts of the report and
the ‘Online’ parts of the report as one report, because the group sometimes felt they did the same work
for both of the reports. This made it unclear what to deliver in the end and it was very difficult to
integrate both parts fluently.
In the end, I am very positive about the project and the group. We learned a lot and worked very hard to
come to a, hopefully, good end result!
PEER ASSESSMENTS
Student Average Grade
Average grade Kirsten 9.5
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Average grade Blerta 9.5
Average grade Nadine 9.5
Average grade Alex 8.0
Average grade Bruno 5.8
Average grade Ekene 5.8
APPENDIX 1: THEORIES
A picture of Porter’s 5 Forces can be found below.
72
A picture of the Red Ocean strategy versus the Blue Ocean Strategy can be found below.
A picture of the STP Model can be found below.
73
APPENDX 2: INTERVIEW OUTLINES
This Appendix includes the outlines for all the (possible) interviews and the questionnaire.
PLATFORM INTERVIEW OUTLINE
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Below the interview can be found to generate information about Platforms.
1. What kind of platform do you have and what are the goals?
2. Has this platform been successful?
3. What could be the reasons for its (un)success?
4. What would you consider the strengths of the platform?
5. Are there any weaknesses or challenges the platform is facing? If so, which ones?
6. What platforms would you consider competition or similar to your platform?
7. Do you use incentives at your platform? If so what kind(s)?
6a. If yes and monetary, what kind of payment tool does your company use for its transactions?
6b. If not, would it be something you would consider in the future?
8. Have you heard about Mobbr ?
- If not, an explanation on Mobbr is given -
9. Would you be interested in working with Mobbr ? Please explain your answer.
8a. If not interested, under what circumstances would you be interested in working with
Mobbr?
10. Do you have any tips for Mobbr?
SEGMENTATION INTERVIEW OUTLINE
Below the interview can be found for the Segmentation.
If you look at the segmentation of your market, it’s devided among the demand and supply of online
labour.
1. Looking at the Corporates & SME’s, Open Source Projects, Public Sector & NGO’s, who
currently make the most use of your services? Could you indicate the three in percentages?
2. Looking at the Collaboration Platforms, Online Communities and Inner-Crowds, who reacts
the most on your services? Could you indicate the three in percentages?
3. What are you currently doing regarding the combining of the demand and supply side?
4. Which combinations have been the most successful so far?
5. Which combinations do you see as an opportunity or a threat?
6. Do you have any advice regarding the combinations?
DIGITAL APPEARANCE QUESTIONNAIRE OUTLINE
Below the questionnaire can be found for the Digital Appearance of Mobbr’s new website.
Quality Description
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Usability
1 The site is easy to operate
2 The site is clear and understandable
3 The site is easy to navigate
4 The site is easy to use
5 The site has an attractive appearance
6 The design is appropriate for this type of site
Information Quality
9 Provides accurate information
10 Provides reliable information
12 Provides relevant information
13 Provides information that is easy to understand
14 Provides information at the right level of detail
15 Presents the information in an appropriate format
Interaction Quality
17 I would feel ‘safe’ giving personal information to this website if necessary
18 I would feel ‘safe’ completing possible transactions on this website
22 I feel confident that the services will be delivered as promised
Overall impression
23 My overall view of this website would be the following grade on a scale of 1-10
Please make sure you do not check the box for the question above, put give a grade on a 1-10 scale
INTERVIEWS ONLINE AND OFFLINE MARKETING CAMPAIGNS
Below the interviews can be found for the online and offline marketing campaigns. The interviews will be
held to gather information about the situational analysis, strategic goals & objectives and KPI’s.
INTERVIEW OUTLINE SITUATIONAL ANALYSIS PART
76
Part 1: Information about the type of buyer, regional, age wise and occupation
1. What is your full name?
2. What is your age?
3. What is your country of residence?
4. What is your current occupation?
5. Do you host a task, own a task or do you have a task?
Part 2: Information particularly about Mobbr and its services
6. How did you come across Mobbr (e.g. via Google, friends, the news)?
7. Why did you make use of Mobbrs service?
8. How often do you use the services offered by Mobbr?
9. How did you experience Mobbrs customer service? Where can they improve?
10. What are your suggestions for Mobbr?
INTERVIEW OUTLINE STRATEGIC GOALS AND OBJECTIVES PART
1. What is Mobbrs vision?
2. What is Mobbrs mission?
3. What does Mobbr want to accomplish in terms sales growth for next year?
4. What does Mobbr want to accomplish in terms of number of customer growth for next year?
5. What is the main goal for Mobbr between now and six months?
6. What is the main goal for Mobbr between now and one year?
7. What are not the main goals for Mobbr, but yet important for the growth of Mobbr between now
and one year?
INTERVIEW OUTLINE KEY PERFORMANCE INDICATORS PART
Part 1: General Analytics Information
1. What is the number of unique visitors a month for Mobbr?
2. What is the total number of visits to the website?
3. How many of those visits are repeat visits?
4. What is the approximate duration of those visits?
5. What are Mobbrs subscription rates?
6. What are the conversion rates?
7. What are the attrition rates through the online buying process?
8. What are the churn rates?
9. What are the click-through rates?
Part 2: Key performance indicators
10. What does the company base its success factors on? (e.g. number of sales per click)
11. What are the main goals for Mobbr for the coming year or six months?
12. How does Mobbr want do measure those?
What are Mobbrs goals based on the analytics numbers provided in the first part of the interview?
APPENDX 3: INTERVIEW OUTCOMES
INTERVIEWS PLATFORMS
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Remco Kruiper, Onderling.nl
1. What kind of platform is Onderling.nl and what is its goal?
Onderling.nl is an online community where clients and potential clients of FBTO can submit their rejected damage claim to see if it can still be covered by the insurance company. An example is one of winter car wheels, we had a client of which these were stolen. We found it something for the car insurance, and they said it was not. He put it on the website and the customers made sure that he still got his money. In reponse we had adjusted our conditions.
The goal is to provide more value to the brand, brand activation
2. How succesful is the platform?
There has been research to see if the website had a positive effect on the brand and it has had so. We also started in 2011 and have 3500 members now.
3. What could be the reasons for this succes?
The fact that we try to improve our product or service with our customers. This way, we are transparent and vulnerable. These elements are the reason for our success.
4. What are the weakpoints?
The members are people who have an interest in financial service and this target group will remain relatively small. Not everyone has such an interest. Our challenge is that this target group is fully reached, so not only consumers of FBTO but also people with that interest.
5. In the future, would you consider expanding this by offering some kind of reward?
We have done research and decided to not do this. We have used gamification elements we try to expand the interaction within the platform, however we do not want to be a commercial platform. Onderling.nl is also a seperate platform and should remain so.
6. What platforms are comparible?
Only the form of co-creation is already present, in market research. However specifically this is not there.
7. Have you ever heard about Mobbr?
No.
8. Do you have tips for Mobbr?
It should explain more explicit what is interesting for the client, does the customer enter Mobbr
via another platform or via Mobbr?
It should be more oriented to the customer. It is not clear what they exactly do. It is very
important that when you look at the website, it becomes clear immediately. For instance there is
a video, but it is hidden behind a button.
Roel Masselink, Ontwerpen-voor-geld
1. What kind of website is Ontwerpen-voor-geld and what is its goal?
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The goal is to bring customers and designers together, we do this with a competition model. Designers can join the competitions and companies can put them online. This is how we combine supply and demand.
2. How succesful is Ontwerpen-voor-geld?
Ontwerpen voor geld is marketleader in The Netherlands and in graphic design. In Europe with our international website: Crowdsite. We especially perform well in Germany and England.
3. What are the reasons for this success?
We always put quality first. Also, success is also achieved by people telling other people about it.
4. What are its strong points?
We spend a lot of attention to the website itself. We make it easy to operate, easy to understand. We also do a lot in marketing and achieving awareness.
5. What are its weakpoints?
That we are maybe making the market. It could be a strong or weakpoint. The problem is that a lot of people have not made the switch. The market is not ready for it. However, it is upcoming and a lot of competition can come. It is something of the future.
6. Which platforms are competition or comparible to Ontwerpen-voor-geld?
Internationally: 99designs.com and freelancer.com.
Nationally: also 99designs.com
7. What kind of payment system do you use?
Paypal and as of next year: Skrill.
8. Have you heard about Mobbr?
No, never heard of it.
9. Could you be interested in working with Mobbr?
At the moment no, only if it is really saving costs. Everything is already done quite easy with Paypal and Skrill.
10. Do you have tips for Mobbr?
It is very complicated, which happens a lot with technical concepts. They should aim at that industry. It should be clear what it is to the customer, that is unclear now.
INTERVIEW SEGMENTATION
Below the interview can be found for the Segmentation, this interview was held with Ernesto Spruyt.
79
If you look at the segmentation of your market, it’s devided among the demand and supply of online
labour.
1. Looking at the Corporates & SME’s, Open Source Projects, Public Sector & NGO’s, who
currently make the most use of your services? Could you indicate the three in
percentages?
It is unfortunately not possible yet to indicate this in percentages since we are a startup.
2. Looking at the Collaboration Platforms, Online Communities and Inner-Crowds, who
reacts the most on your services? Could you indicate the three in percentages?
The same answer applies here unfortunately; we are still new as are our customers.
3. What are you currently doing regarding the combining of the demand and supply side?
At the moment we’re trying to create as much combinations as possible, it is a lot of talking at
the moment but this is necessary in order to gain a good result in the end.
4. Which combinations have been the most successful so far?
I cannot provide you with any information about that, but we hope they will all are!
5. Which combinations do you see as an opportunity or a threat?
It is probably difficult to match Corporates & SME’s and Open Source Project, since this takes
a lot of time. This is our experience however; feel free to try it out. Same goes for
Collaboration Platforms and Inner-crowds.
6. Do you have any advice regarding the combinations?
Well the two ‘simple’ options that are left would be the options I would recommend. I would
like to see a combination with the Public Sector & NGO’s and Online Communities, we
already have some experience with that and I would like to help you.
QUESTIONNAIRE OUTCOMES DIGITAL APPEARANCE
The amount of votes and their answers in percentages can be found below.
80
Quality Description Amount of votes: Percentage of
Total
Usability True False True False
1 The site is easy to operate 55 5 91% 9%
2 The site is clear and
understandable
39 21 65% 35%
3 The site is easy to navigate
41 19
68% 32%
4 The site is easy to use 43 17 72% 28%
5 The site has an attractive
appearance
36 24
60% 40%
6 The design is appropriate for
this type of site
36 24 60% 40%
Information Quality
9 Provides accurate
information
47 13 78% 22%
10 Provides reliable
information
33 27 55% 45%
12 Provides relevant
information
35 25 58% 42%
13 Provides information that is
easy to understand
31 29 52% 48%
14 Provides information at the
right level of detail
31 29 52% 48%
15 Presents the information in
an appropriate format
31 29 52% 48%
Interaction Quality
17
I would feel ‘safe’ giving
personal information to this
website if necessary
28 32 47% 53%
18
I would feel ‘safe’
completing possible
transactions on this website
27 33 45% 55%
22
I feel confident that the
services will be delivered as
promised
34 26 57% 43%
81
Overall impression
23
My overall view of this
website would be the
following grade on a scale
of 1-10
Total average is 6.5
65%
Please make sure you do not
check the box for the
question above, put give a
grade on a 1-10 scale
The outcomes of the questionnaire in circle diagrams can be found below:
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INTERVIEW OUTCOMES OFFLINE AND ONLINE MARKETING CAMPAIGN
The interview for the Situational Analysis was not necessary anymore for the project. The interview for
Mobbr their goals and objectives can be found below and the interview about the KPI’s wasn’t possible
because Google Analytics wasn’t available for the project group. The interview below was held with Ernesto
Spruyt.
1. What is Mobbrs Vision?
The vision that Mobbr foresees is that the collaborative economy will change the way that people
work and earn money. Jobs will be replaced by tasks and the platform businesses will be the
future offices and factories. People will represent themselves with a diversified portfolio with
tasks and they will built a reputation based on their work.
2. What is Mobbrs Mission?
Economic freedom. They want to be free of the industrial era.
3. What does Mobbr want to accomplish in terms sales growth for next year?
In 2015 I want to create an early market, to become self-sufficient financially. In 2016 Mobbr will
be concurring a bigger market by streaming in D-day.
4. What does Mobbr want to accomplish in terms of number of customer growth for next
year?
Mobbr wants a transaction volume of 5 million within the end of the year based on the
transactions made in December.
5. What is the main goal for Mobbr between now and 6 months?
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There are two main goals that Mobbr has within 6 months, which are to obtain a part of the
consultancy market and to also obtain customers from the software market. They wish to acquire
15 to 20 partners within those industries by then. This will enable them to have enough cash to
get more interesting things going.
6. What is the main goal for Mobbr between now and 1 year?
As for now, Mobbr focuses more on the short-term goals, however their long-term goals as for
now are to obtain more transactions.
Other issues discussed during the interview, which were not part of the interview questions:
Ernesto Spruyt explained what he wanted for the campaign during the meeting. The campaign should be
targeted towards the software industry, as there is a growth in that industry. People are starting to use
and need software increasingly. According to Ernesto, the software industry is the future.
Ernesto states that it is the right choice to choose that target as when he combines the software industry
and the feedback that he gets from others he realizes that it is the right choice to make.
APPENDIX 4: SEGMENTATION
The personas can be found below:
Examples of the Voice of the Customers:
Mobbr on Twitter
On Twitter Mobbr has been discussed. Some individuals help Mobbr to spread the word. Some share the website on their social media account, helping Mobbr to create more brand awareness and reaching more
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audience and potential customers, which shows their positive opinion towards Mobbr, indirectly. Examples can be found below:
“Start-ups have their business well organized” @Mobbrcom”
“This week we visited @Mobbrcom. I am watching our conversation together with @jelledrijver in our Weekly Update”.
A picture of the Market Segmentation of Mobbr can be found here:
Targeting for Mobbr:
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APPENDIX 5: DIGITAL MARKETING PLAN
The SOSTAC Model:
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Stages in Internet Marketing:
The RACE Framework:
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Partner Analysis:
Website Most relevant Ad group suggested by Google
Ad group includes Average Searches Competition
Gitlab.com Software Open Open source free software, open source software downloads, free open source software lists
170, 40, 90 All Low
Stackoverflow.com - Question and answer website
140 Low
Github.com Collaboration platform
Free collaboration platform, collaboration platform free, open collaboration platform
30, 30, 10 Medium, Medium, Low
Question2answer.com
Community software Social community software, community software, community forum software
170, 880, 170 All High
Gravatar.com Free avatar photos Free avatar photos, set up a blog site, set up blog site
30, 10, 10 Low, High High
Onename.io Bitcoin exchange Anonymous bitcoin exchange, peer to peer bitcoin exchange, gox bitcoin exchange
110, 30, 10 Medium, Low, Low
Mango Pay Online invoicing Online invoicing software, online invoicing, online invoice software
720, 1900, 390 High, High, High
Yes!Delft Computer consultant Consultant it, Computer consultant, computer consultant services
480, 880, 260 Medium, Medium, High
SWOT Analysis:
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MOBBR Strengths – S
1. (S1) Only platform that can cheaply
distribute money to larger groups.
2. (S2) New innovative service.
3. (S3) Technological skills
Weaknesses – W
1. (W1) New, not yet known
company. Low brand
awareness.
2. (W2) Mobbr does not have a
clear target market.
3. (W3) Startup Company, low on
budget.
4. (W4) Easy to copy.
Opportunities – O
1. (O1) Increasing importance
of Mobile digitalization.
2. (O2) Partnerships with
leading crowdsourcing
companies or platforms
that can be used.
3. (O3) Changing customer
tastes (Mobbr is the new
way of working).
4. (O4) New possible target
groups: Students or people
looking for work for
example.
SO strategies
Leverage strengths to optimize
opportunities.
1. (S3 – O1) Use technological skills to
optimize the website and create a
Mobbr app.
2. (S1, S2 – O3) Convince partners of
the innovative service and make
them part of the Mobbr platform.
3. (S2 – O3, O4) Convince people that
Mobbr is the way people will work
from now on and in the future by
starting a campaign that shows the
benefits of the company.
WO Strategies
Counter weaknesses through
exploiting opportunities.
1. (W1, O3) Optimize the website
and get people acquainted with
the service of Mobbr . Make it
easy and fun to use but also
memorable. Enhance why this
is a plus for customers.
2. (W3, W2 – O2, O3) Create
partnerships in order to
increase budget and identify
the target market.
Threats – T
1. (T1) New entrants with the
same idea.
2. (T2) Opposition – people
have a hard time accepting
change/ hard to adapt
change with generation.
3. (T3) Competitors’ intention
– creating the same
platform, but better.
4. (T4) Security issues,
hacking.
5. (T5) Insecurity of
payments.
ST strategies
Leverage strengths to minimize threats.
1. (T1, T3 - S3) Use technological
skills, in order to always be one
step ahead of new entrants. Do
research on new trends, always
keep improving the service, website
and the engagement with custom
ers.
2. (T2, T4, T5 – S1, S2) Increase
demand by stating the benefits to
the customers and the easy of use of
Mobbr .
WT strategies
Counter weaknesses and threats.
1. (W4 – T1, T3) Differentiate the
business in order for it to
attract more customers and to
be different from other
entrants.
2. (W1 - T2, T4, T5) Customer
engagement strategy to
increase conversion, average
time on the website, and
average usage of Mobbr
3. (W1 - T2, T4, T5) Increase
Mobbrs reputation through
online reputation
management.
5S Model:
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Benefits of E-Marketing
How benefit is derived Objectives KPI
Sell - Grow Sales
Increase sales can be derived by: - Getting people acquainted with
MOBBR through seminars, online material, social media, partnering up with well known platforms. Spreading the word is key as MOBBR is still not well known in the country.
- Make it attractive for companies to spend more on crowd sourced work by creating some sort of reward system.
- Increase online revenue by 20% within the following year of opening the business.
- Increase the spending of companies on crowd-sourced work by 10% per task.
- Increase retention of customers by 5 per cent per quarter.
- The increase in revenue is measured by the number of new registrations.
- Measured by the amount of revenue per task.
- Measured by the number of registrations per quarter.
Serve – Add value
Improve service and add value by: - Giving customers extra benefits online
by using a reward system for example. - Increase number of customers by
improving the MOBBR website and making it more user-friendly.
- Create a feedback or Q&A section that is easy to find for customers and providing a helpdesk.
- Increase interaction with different content on site.
- Improve user-friendliness of website.
- Improve feedback mechanism online.
- Increase stickiness time from 2 to 5 minutes.
- Introduce tutorial video.
- Measure friendliness by measuring the stickiness rate.
Speak – Get closer to customers
Improve getting closer to customer by: - Link all social media channels to each
other so that each channel gets updated.
- Keep updating the channels every day, twice a day.
- Get closer to customers by fully incorporating social media.
- Conduct surveys to see what customers would like to see differently.
- Increase Facebook follows from 68 to 120 in the first quarter.
- Increase Twitter follows from 385 to 450 in the first quarter.
- Increase Google+ followers from 278 to 350 in the first quarter.
Conduct surveys to see what customers would like to see differently.
Save – Save costs
Save on costs by: - Generate more sales through e-mail
marketing and social media marketing. Make MOBBR known to others.
- Save costs of creating a campaign that will reach a small target and will cost a lot of money by creating a creative, funny and inspiring video or other marketing campaign that might go viral.
- Save 15% in sales costs by using e-mail and social media marketing.
- Save marketing costs by creating a viral campaign.
- Save costs by getting others to talk about the company.
- Measure sales costs by comparing last month’s sales costs to this month’s sales costs.
Sizzle – Extend the brand online
Extend the brand online through: - Can be achieved through providing
new experiences online. - Providing a better website - Creating awareness through for
example a contest/getting people to talk about Mobbr
- Improve brand awareness
- Improve reach - Improve brand
favorability
- Improve brand awareness from improvements Social Media Channels discussed in Chapter 4, ‘Digital Appearance”
APPENDIX 6: DIGITAL MARKETING CAMPAIGN
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CAMPAIGN SUMMARY
Campaign Name MOBBR campaign Campaign code
MOBBR2015
Campaign team 2A Target live date
1-03-2015
1. Campaign goals The primary goal is to get people to use Mobbr by creating awareness. Startups will be the target of the campaign as they are the ones that are most willing to use a new and innovative product and services.
- Increase online revenue by 20% within the following year of opening the business.
- Increase retention of customers by 5 per cent per quarter.
2. Campaign targeting Target audiences Primary – Startup companies Secondary – Software companies
3. Campaign messages and offer
“The Big Idea” Mobbr is also doing work for schools in Africa, where they get the opportunity to also use Mobbr in order to make some money. The Idea is to create a campaign where people get the feeling of a win-win situation. Startup companies get good work done for a good price by people in Africa and at the same time they help the development of the country by investing in those African people. The third winner is Mobbr, which gains money and also provides aid in Africa.
4. Strategy The strategy is to create a trail campaign. This will be promoted through a video which will invite the viewers to go to mobbr.com where they can find the trial, share what they have read and so on. The PR will also be involved in order to get the word out.
5. Media mix and budgeting
Due to the low budget, social media will be used (LinkedIn, Facebook, twitter, YouTube and Google +) and also free publishing.
6. Media schedule Key milestones Out roll campaign (march 1st 2015) Roll out results campaign first month Roll out end results Campaign wave start dates
Start date: March 1st 2015 Deliverables A campaign idea, thoroughly worked out.
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1. CAMPAIGN INSIGHT: CUSTOMER INSIGHT AND TARGET AUDIENCE. E-MARKETPLACE ANALYSIS
Target audience (personas)
Target audience segments – Start-up companies and Software companies. Persona’s Corporate Cedric:
48 years
Has a lot of experience as an entrepreneur and he a university degree in international business.
Wants to dodge some costs by crowdsourcing work
Platform Petra: 34 years
Studied software technologies
Has her own platform, however it does not have an effective payment system.
Online Ollie: 20 years
Finds studying expensive, and therefore needs extra income
Audience motivations (Scenarios)
Corporate Cedric wants to dodge costs by crowdsourcing work, since this is the first time Cedric is searching for a website that offers such a tool he doesn’t know any platforms yet. Corporate Cedric is likely to search for “crowdsource work” since that is the most basic thing he wants and it is a compact search term focused on crowdsourcing which he knows is the thing he is looking for. Online Ollie is looking for work that he can do whenever and wherever he is online. Since Ollie is not familiar with crowdsourcing yet he will not search for those keywords. Most likely Ollie will search for “get paid for online work” since he needs the money from his potential online work. Platform Petra is looking for a payment system for her website, although it is likely that she already knows one or two payment systems she will be interested in what choices she has regarding online payment systems, a plausible first search by Petra therefore is: “online payment systems”. Although the search term is relatively broad, it is the most basic keyword combination related to what she wants.
Competitors Regarding the main competitors PayPal and Skrill are compared with Mobbr. Those companies are chosen because both PayPal and Skrill provide a payment service that enables users to send money to a large group. PayPal and Skrill are both examples of competitors, although they only compete on one part of Mobbr ’s service: the payment service.
Online intermediaries
Different types of site that you could use to increase audience reach: · Crowd sourcing websites · Recruitment websites · Software websites
Media consumption and buying process
Which media sites or portals do your customers typically use, how web savvy: - It is not yet known who the customers are specifically, however as the target group consists out of start ups they are expected to use websites and media such as: blogs, LinkedIn, crowd sourcing, crowd funding websites.
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3. OFFER AND MESSAGING
Campaign “Big Idea” Win-win-win situation. Companies profit by obtaining good quality work at a low cost price and at the same time helping the people in Africa. The people in Africa have a win-win situation as they receive money by doing work that they like and are good at. Mobbr also earns money and helps to strengthen Africa at the same time. Due to the character of the campaign, the media (online newspapers and such) will be interested in writing articles about it. This is again a win-win situation for all involved parties. The start up gets immediate disposure of its new business, Mobbr reaches lots of people that are interested in the news and the African people involved get more work due to the exposure about what they made.
Unique Value Proposition
Benefits of ultimate marketing outcome: Obtaining good quality work at a low price.
Corresponding features that deliver these benefits: Low price, quality work.
Online Value Proposition:
The benefit that Mobbr provides is that by using their services one can crowd source work at a low price that will result in good quality work. The money is easily and cheaply distributed. The benefit for people that do work online is that they can get paid for doing tasks anywhere and whenever they want on the web.
Ideas for main creative concept
What attracts attention and proves relevance to potential customer? The idea is to create a campaign that will create for a win win situation for all parties. Where people from Africa will be helped by getting crowd sourced work, companies that provide that sort of work will help those in Africa and at the same time get good work done. Mobbr will earn money and also help Africa.
Reasons not to click?
Why might the customer not think the message/offer/brand is relevant? If the message is brought in such a way that it will be very emotional and it will drive a sense of pity it will not work for the target. Start-up companies are not looking to help poor countries, they are looking out for what is best for them and their companies and they do not care about helping others unless it helps themselves.
Reasons to click? The reason to click is that the people in Africa, that will be one of the main issue in the campaign, are not looking for salvage, rather they are good at their work but are looking for opportunities. Start-ups on the other hand are looking for good quality work at a low price. This will seem as a win-win situation for both. Thus the rational benefits are that they actually will get good work done and the emotional benefit is that they will help Africa with the flow of money that will go on their direction.
Credibility Mobbr is already working with the people in Africa and thus they can actually prove the work that they have already done and will continue doing.
Key brand messages
Good price for good quality work while helping others.
Tone of Voice Straightforward, energetic, independent, honest and strong.
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Creative The viral agent will be the core issue that instead of feeling pity for a poor country one can actually help them by providing them with work. This will go viral because people find it interesting to receive benefits for themselves and at the same time helping others, thus others will write about it, share it and so on.
4. STRATEGY
Strategies for each objective
How - will you address the audience with the offer, message and positioning that you have created. Use any research/insight for section 2. Think about: • The audience is online as they are start-up companies and will often
look for inspiration and information online. • Mobbr is looking to build relationships with the advertisement. • Value is added through the win-win-win situation. • Excitement is also created through the win-win-win situation as well as
a trial version.
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5. MEDIA PLAN AND BUDGET ONLINE – Potential media
sources & sequence. Approx. budget split
OFFLINE – Potential media source & sequence. Approx. budget split
Advertising • Paid search ads: 10ct per click • Display ads: 0.01ct per click
(budget unclear)
• Press: free
Direct communications • Communications on web site. • Additional content
• Direct mail: • Telemarketing:
PR and social media • Blogs and RSS • Social media marketing • Viral marketing • What generates a buzz
• Which traditional online media outlets? – blogs, twitter, LinkedIn
Available budget Total budget available: • €0.00
€0.00
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6. CAMPAIGN MEDIA SCHEDULE AND INTEGRATION
Integration How will integration between different media channels be achieved? Visible social media buttons will be shown on the website. The trial will be promoted on the several media channels. By integrating social media where it makes sense. For example:
Twitter posts will also be visible on the website. By including share buttons.
Media plan
Sequence of waves of campaign 1st Wave: 20th of February. Send out press release to blogs, frank watching and such. Inform about the idea behind the campaign. (marketing facts, touchdown points, Frank watching and so on). 2nd Wave: march 10th 2015. Launch of YouTube video on other channels Facebook, LinkedIn and Twitter. 3rd Wave: 2nd march 2015. Send out Email to customers regarding the work Mobbr has been doing in Africa. 4th Wave: 20th of March. Send out new press release about how things are going. Tell about the work that has been done in Africa and which companies have already used Mobbr. 5th Wave: From 25th of March till end campaign. Ask companies that are already using Mobbr and working with those in Africa to put something about their work together on their website or to write about it on Mobbr.com
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THE CAMPAIGN
The campaign will be targeted towards start-up companies. The message at hand will be:
“ Be part of the change in how the world works, be part of the free economy.”
The story - video
The story is about two ambitious people that both live on the other side of the world. One of whom is a
guy (Robert) that has recently quit his job to make his dream come true and start his own business.
Robert is tired of being bossed around and feels as if he is not the type to work in a big corporate
company, he wants to work for himself and therefore start his own business. Robert has a great idea for a
new start-up in the software industry, however with low budget he does not have the funds to hire many
employees.
On the other side of the world, in Africa, there is another guy (Mutamba) who has great software skills
however he is stuck working on his parents’ coffee plant due to the lack of chances he gets in the software
industry in Africa. Both parties feel stuck in the current economy and are looking for ways to break free.
They read about the new economy and how work can be done from now on, through crowdsourcing and
crowd payment and they see this as their chance to do what they love to do. Robert has a task for
Mutamba to do and Mutamba can finally show off his software developing skills. Economic freedom
achieved for both, and thus it can be called a win-win situation.
The Script
The video starts off with showing the two sides of the story. First of all Mutamba is shown working on
software development for fun. The video shows that he is quite good at it, however he is not able to find a
job (Mutamba searches on google for jobs). He then shuts his laptop and goes downstairs; to work for his
father at the coffee plant.
The video then changes to show Roberts’ world. The first view of Robert is an image of him, at his desk at
a big company, packing his stuff because he wants to start his own business. As he packs his stuff and
leaves the building, a grin appears on his face because a new challenge waits. At home he pitches his idea
to a group of friends (either with a PowerPoint or writing on a whiteboard) and they all appear excited
about the idea. Looking at the budget Robert realizes that he needs people with experience on creating
software.
The video then shows both of them (double screen, on the left Mutamba and on the right Robert) looking
for new options and they come across words like “crowd sourcing” and then eventually end up with
Mobbr. They both register and become members, Robert sends out a task and Mutamba finds it. Mutamba
works on the task and sends the finished task to Robert. Robert looks at it from behind his computer and
he gets a satisfactory grin on his face.
The last part contains more shots of people, working together from different places around the world
which are shown in order to show that this will be the new economy. Lastly the message conveyed is:
Robert and Mutamba are ready for economic freedom, are you? (Picture of Mobbr shown, with website
link).
Other ways to end the video:
Ready for the new world? Head to Mobbr.com and get a taste of it with the trail!
The world is changing. Are you? Head to Mobbr and find out what it is all about!
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How do you see the world changing? Head to Mobbr and share your ideas.
Share how you would experience economic freedom, head to mobbr.com.
Viral aspect: the viral aspect of the video is that it is about changing the world, about giving chances
and empowering yourself.
Channels
Due to the budget constraints the main channels will be social media channels. The video is posted on
YouTube as well as on the Mobbr website. The video redirects the customer to the Mobbr website. The
website will tell about the trial version and the work done in Africa. There will be options to share the
story with others through other social media channels through a “sharing” button.
The Mobbr website page where the story will be told about the trial and the work in Africa also has, on
the bottom of the website, the options to click and be redirected towards other pages such as:
A page on more information about Mobbr.
A “meet the graduates of the bits school” page. So that people get a sense of who those people are
and what they can do. An Extra option is to embed a video on that page that shows some of the
graduates talking about the work that they are doing or that they have already done, in order to
create more trust amongst the customers”.
A page to other projects that Mobbr is doing, such as a project on making it cheaper to send
money to family abroad through bitcoins.
Furthermore, the video will be posted on Mobbrs twitter, Facebook, Google + and LinkedIn pages and
people are encouraged to share their vision on Economic Freedom.
Lastly, the press will be informed about the campaign. Youtube channels like: “this week in startups” will
be kept informed. Virgin Targets, on twitter will also be informed as they help startups to realize their
company. Groups on LinkedIn will be made for startups to share their vision. SEO and SEA will be used to
optimize search results.
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WEBSITE
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FINAL POWERPOINT
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