Directi

Blogging Service in India

Swarup Kumar Kar  S u S i t Kum a r S ah oo 

U da S a S a t a p a t h S  T a run S ga rw a 

X a v ie r S nst i tut e o f
S a n age m e nt S S h u ba n e sw a r
Flow of the Presentation
Objectives of the Study
Situation Analysis
 Internet Users in India

 An Estimated 45 million users in India of

ituation
nalysis which about 38.5 million are regular users
 39 million urban and 8 million rural users

 28% growth in daily internet users

 2/3 of PCs don't have internet connection

 Only 4 million users access the internet from

their mobiles
 Only 13% of Internet users prefer to read
content in English compared to less than 2%
Source
of the: JuxtConsultStudy Results, 2007
national population
 Internet users in India
( contd . . )
 About 80% of population is in the age group 19 – 35
ituation
nalysis years
 About 75% of users belong to SEC A and B class,
having average family income 3.2 times the
national average
 75% of them come from the non-metro towns and
nearby villages

Source: JuxtConsultStudy Results, 2007

 Usage Patterns and Trends
Ø On an average net users undertake 13 activities online : a
ituation decrease of 2 from 2008
nalysisØ

Ø The areas where the usage has increased are

Ø dating/friendship
Ø cricket content,
Ø PC to PC net telephony
Ø downloading mobile


Ø The losses have been in

Ø Music downloads
Ø Business & financial news,
Ø Non cricket sports,
Ø Cinema content
Ø Professional networking
Ø
Source: JuxtConsultStudy Results,
 2007
 Usage Patterns and Trends
( contd . . )
 42% use a local Indian language websites (+8% over
ituation last year)
nalysis
 91% of all regular online Indians ‘shop’ online
(search or buy)
 20% have also bought online in last 1 year, i.e.,

‘active’ online buyers base of 7.5 million

 74% of travel buyers have bought train tickets, 34%

air tickets
 Credit card is the most popular mode of online

payment at 50%
 The most viewed websites
Sourcein India are Google(35%),
: JuxtConsultStudy Results, 2007
 Blog
The Wikipedia describes a blog as a type
ituation of website, usually maintained by an
nalysis individual with regular entries of
commentary, descriptions of events, or
other material such as graphics or video.
Entries are commonly displayed in reverse-
chronological order. "Blog" can also be
used as a verb, meaning to maintain or
add content to a blog.
Types of Blogs
Personal Blogs
Corporate and organisational blogs
By Genre/Theme – News, Travel, Technology
etc
By Media Type – Video Blog, Photo Blog etc
 Why do People Blog?
 Some of the prominent motivations behind
ituation blogging are
nalysis Self Expression
Love for Writing
Socialization
Peer Influence
Self documentation
Information sharing/seeking
 India’s blogosphere is driven by youth and a
passion for self improvement and
entertainment
 42% of online users read blogs to stay informed
about world events
 49% cite entertainment as the main reason they
read blogs,
 Blogs written by business leaders ranking as the
most interesting. 
 Blogging in India
 Blogging in India started off in 2002-03
ituation According to a November 2006 report by MSN
nalysis
14% of India’s netizens actively blog where as
39% are aware of them
Blogs written by business leaders were found by
half of all online users in India to be the most
enjoyable to read
Bloggers in India are spending more time online
with 87% percent spending up to 5 hours per
week reading blogs or updating their blog
Half of all blogs receive 10 visitors or less a week
India’s blogging community is male dominated
with 76% of all bloggers men
English is the primary language of bloggers
Off late vernacular blogs have also gained
ground especially Hindi, Tamil, Telegu and
Marathi
 Recent trends in Blogging

 Companies have started blogs on their intranets to improve

ituation employee engagement and feedback
nalysis  Brands are starting blogs which are tolerant of criticism in
order to improve their corporate image e.g. Dell
 Celebrities have turned to blogging as part of their PR strategy
 Emergence of the micro blog like Tweeter as a powerful
communication tool
 Blogs have transformed from being only personal diaries to a
media tool, a photo sharing site, social site, a marketing tool
and many more
 The recent happening in China and Iran has reinforced the
image of blogs as a fiercely independent medium
 Regular media is regularly highlighting the happenings on
Blogosphere e.g. The Economist during the recent Iran
elections
 Emergence of specialised blogs like Passionforcinema.com
catering to a single category
 Social Networking
 Social networking refers to the formation of an
ituation online community. This network facilitates the
nalysis interaction and exchange of ideas among like
minded people as well as between friends and
family members
 Online Social networking is the activity by
which a person manages communicates and
articulates his connections and extends his
social networks through online tools
 Social networks are a big force in advertising .
They have provided high value advertising
inventory and audience segments needed to
capture more of the market share and target
audience reach than marketers demand.
 Advertising in Social networking sites can be of
two form
Brand Profile Creation
Custom Communities
 Social Networking in India
Orkut is the biggest social networking site in
ituation India
nalysis
Facebook is a distant second but is growing
rapidly owing to its applications and games
Formation of communities a big boost to
advertisers and marketers
Recently Hero Honda took design ideas from
the Hero Honda Karizma community in
Orkut for its new bike
Communities are able to provide frank
opinion about products and categories,
which is difficult to gather elsewhere

 Online Advertising – The
benefits
The most interactive form of advertising
ituation
nalysisAdvertising is based on the user context
hence user oriented
Cost efficient as the cost incurred in
reaching a definite number in the target
group is much lower compared to other
mediums
Advertising can be modified based on user,
inputs and usage. Removes the issues of
cluttering and fatigue
Impact becomes measurable through
parameters like clicks, page views, number
of impressions, number of conversions etc.
 Online Advertising – The
benefits
Exposure time is unlimited due to absence
ituation
nalysis of spot times
Highly focussed as it is able to reach the
right target medium
Collection of customer data - in most cases
geographical data is easily collected. In
some cases the other specific information
is also collected
Creativity is unhindered by censors etc. The
scope for creativity is unlimited

 Online Advertising in India

Overall online advertising market in 2007-08

ituation
nalysis estimated to be Rs 2.35 billion compared
to a US market size of $22.6 Billion.
It is poised for fast growth in the near future
due to
increase in internet penetration
movement of transactions online
need of marketers to reach specific target
audience
increase in online shopping
The online banner ad spend has increase
from $1.2 in 2007-08 to $1.6 in 2008-09.
BFSI and Online Publishers are the biggest
ad spenders online
 Trends in Online
Advertising
High spend in the education sector due to
ituation
nalysis increase of e-learning sites and services.
Increase in the visibility of online ads
Google Adwords is the undisputed leader in
online advertising
Optimization of advertising is the key
objective – right ad for the right consumer
at the right time





 Issues with online
advertising
 Online advertisements are not very persuasive
ituation
nalysis Users find them intrusive and distracting as it
deviates the user from his core activity.
 Majority of the users to ignore online
advertisements.
 A large number of Internet users undertake
search related activities on the internet
If these users are exposed to online
advertisements based on the content searched
it is quite likely that users would be more prone
to viewing them.
But advertisements are perceived to lack
credible information or navigation. This is
borne out of experience.
 Users feel that online advertisements present
misleading information and thus not reliable.
Research Undertaken
 Primary Research
 Objective: To find out problems inhibiting
blogging in India
 Method: In-depth Interviews
 Sample :
Convenience Sampling
30 respondents
23 students, 7 working professionals
Respondents belong to SEC A and B households
7 respondents blog regularly(once or more a
month) , 6 infrequently (have an account and
blog less than once a month) and the rest don't
blog at all.
All have regular access to the internet (at office,
institution or home)
All of them are clear about blogging and follow
at least one blog regularly
 Key Findings
 Most of the blogging done is anonymous. Hence
Primary the individual touch is missing
esearch
Blogging is seen as an extremely individual
activity. Activities like social networking and
communicating are more interesting
 Blogger has to spend his own time in publicising
his blog
 The search for a relevant blog is difficult  the
search results lack of credible sources and
relevance
 The comments in a blog are not utilised. Most
comments are trivial, needless or offensive.
 There is problem of plenty in blogosphere. The
number of blogs far outstrips the readers
 Key Findings
The linkages between blogs are low. The
Primary linkages have to done manually now and is
esearch a tedious process for the blogger.
Random blog discovery doesn't utilise the
user’s internet history. When he skips to
the next blog he gets a random blog.
Bloggers dont get adequate information
from the blogging service
“I don’t know who else is writing similar to
me”
“Who is the best blogger in my field?”
Respondents compare benefits of social
networking to blogging. e.g. The activities
undertaken are visible to friends on my
network.
 Key Findings
 Blogging is seen as a highly time consuming and
Primary intellectual activity. Many would be bloggers
esearch find it difficult to find time for it.
 Most respondents don’t see any kind of payoff
for their investment (time, effort and
creativity)
 The dearth of vernacular blogs or at least
ignorance of vernacular blogs is a obstacle for
many who are not very adept with writing in
English. Lack of vernacular typewriters is also
an impediment.
 Awareness about the new forms of blogging
( micro, travel , photo etc) is low. Although
many have heard and used Picassa and Flickr.
 Secondary Research

Searching through the information on the

internet
Relevant ebooks and report available in the
public domain
Relevant books and journals
Articles and cases in e-libraries like EBSCO
and databases like PROWESS.
 Key Findings
 For most active bloggers profits is the key motivator
econdary apart from writing itself
esearch One of the major hindrance in monetisation is the
non-ownership of domain names. Often blogs are
hosted on blogging service for ease and simplicity.
It becomes difficult to remove the blog from the
domain after it has been established.
 Google AdSense is an easy way of monetising but
the returns are not satisfactory
 There are a certain prerequisites for a blog to make
money
 It is not autobiographical
 It is regularly updated
 Has a bunch of regular readers following it
 Uses most of the tools available like podcasts, videos
archives and so on.
 Has a feedback loop with the readers
 Has a broad theme and is not perceived to be a
website
 Key Findings
 Traffic generation is the biggest task in
econdary sustaining a blog
esearch Links with other (popular) blogs increases the
visibility. Utilising the Google page ranking
algorithm by having incoming links from highly
ranked sites can boost traffic
 Blog carnivals are a way of increasing blog
visits. Also association with similar blogs
results in a symbiotic relationship.
 There are other sources of income for the blog
like
Pay per click and pay per impression ads like
Google Adsense
Donations (via PayPal ) from loyal followers
Text Link Ads  which are sold for a fixed amount
per month
Pay per click ads
Commission on products sold
 Key Findings
 Information Foraging
 A Theory that describes information retrieval behaviour
econdary proposed by Pirolliand Card (1999). It is derived from a food
esearch foraging theory called optimal foraging theory that helps
biologists understand the factors determining an animal's food
preference and feeding strategies.
 Information foraging theory is based on the analogy of an animal
deciding what to eat, where it can be found, the best way to
obtain it and how much “energy” the meal will provide.
 These concepts can be translated into an information-seeking
context using the following terms:
 Information: The item of information that is sought or found
and the value it has in fulfilling the information need;
 Information patches: The temporal and spatial nature in
which information is clustered;
 Information scents: The determination of information value
based on navigation cues and metadata;
 Information diet: The decision making to pursue one
information source over another.

 Key Findings
 Information Foraging
econdary The challenge is to design interfaces that effectively
esearch support these concepts.
 Interfaces should provide
 rich sources of metadata
 useful navigation cues
 effective content grouping
 support appropriate strategies for different
information requirements.
 This is especially challenging in the case of the
growing number of blogs, video and image
collections where much of the content has little, to
no, manual mark-up.
 Poor mark-up reduces our ability to search for
content and increases the amount of browsing
behaviour that is determined based on the results
of previous search failures.
Marketing and PR Strategy
Based on the Situation Analysis and Research


Undertaken
 Marketing and PR plan
1.What are the Organization’s Goals?
arketing 3 million ( 15% of potential market) subscribers
trategy at end of year 1
7 million (25%) and 11.9 million( 30%)
subscribers in the second and third year of
operation
2.Focus on the users/subscribers of the Blog
service. Features of the Blog service to
address user needs only
Building of Buyer Persona Profile on the basis of
segmentation statistics
Not one size fit all but marketing plans to target
each segment.
News Release strategies writing for each
subscriber segment.
Use of Actual words and phrases used by
subscribers in my web marketing messages
3.What Do I want my users/subscribers to
 Marketing and PR Plan
Setting up the   CAGR for Ever Internet Users (2000-2009) 32.98%      
Organisation Goals
  CAGR for Active Internet Users from 2000-2009 40.98%  

Figures in millions 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

PC Literates 16.00 31.00 36.50 42.00 53.00 56.00 59.00 69.86 76.84 83.82 90.80 97.79 104.77

Internet(Ever User) 5.00 9.00 10.50 12.00 16.00 24.10 32.20 42.50 53.50 65.00 86.43 114.94 152.84

Active Internet User 2.00 4.00 5.50 7.00 11.00 16.05 21.10 28.70 35.70 44.00 62.03 87.45 123.29

Users who Read Blogs 0.32 0.64 0.88 1.12 1.76 2.57 3.38 4.59 5.71 7.04 9.93 13.99 19.73

Internet Users who 0.32 0.64 0.88 1.12 1.76 2.57 3.38 4.59 5.71 7.04 9.93 13.99 19.73
comment or create
blogs

Potential Market for 19.85 27.98 39.45

Directi's Blogging
Service

Organisational Goal 2.98 7.00 11.84

                      20.00% 25.00% 30.00%

S o u rce s: 1 ) A ll In d ia Fig u re s, I-C u b e 2 0 0 6 ) 2 ) Ju xtC o n su ltS tu d y R e su lts, 2 0 0 7

 Marketing and PR plan
4.Developing Content to Reach Buyers
arketing Content Rich Blogsite organized by given
trategy
buyer personas
Thinking like a publisher
An editorial plan needs to be developed to
reach buyers with focused content in the
media that they prefer
Writing for the buyers and not our own ego


 The Blogging Service

arketing
trategy
 The Blogging Service -
Design
 The feature of being detaching from the blog to an
arketing independent domain site having the same URL will
trategy be offered as an introductory offer.
 This will be done at a nominal price and later will
become a premium feature
 This will allow advanced bloggers to have their
revenue streams without paying a part to the
service
 But them being on our blog will attract other
bloggers to sign up
 The revenue loss due to the advertisement fee will
be offset by the effect these bloggers will have in
attracting new users
 The Focal point of the blog will be the user and his
group – this will be accomplished by highlighting
 The Blogging Service -
Design
 Taking into mind the Information foraging theory a
arketing
trategy lot of metadata will be incorporated automatically
into posts so that searching becomes easy for new
users
 The classification of blogs as well as prompts such as
“best blog of the month”, “recommended blogs”
and theme based classification will be featured in
the smart interface
 The user interface will be simple and easy to use
having numerous smart prompts which will use
AJAX technology e.g. users will be provided
information about the topics they are writing on in
a small window. The user may ignore it if not
required.
 Other features of the blog are discussed in the
 Marketing Strategy -
Objectives

arketing
trategy
 Carve Niche Positionings
Social Blogging
arketingVernacular Blogging
trategy
Theme based Blogging
News
Travel
Photo
Recipes and Cuisines
Technology
Music
Institutional blogging
Outsourced
Content provider


 Social Blogging
 The success of applications like flash games and quizzes in
Facebook has demonstrated the power of social networking.
arketing
trategy Users not only participate in these applications - they compete,
compare and propagate using these applications.
 Perfect examples are games like Mafia Wars and Farmville; which
would not even get a few hundred members if played else
where. It is the ability to see and compete with your friends in
the game that has propelled its user base to millions.
 The blogging service has to emulate these applications on the
social networking arena.
 Blogging will not remain an individual activity but a social
activity – where the primary purpose of blogging would be to
interact with your friends online. The secondary function
would be to express yourself.
 This will appeal to user in the age group 18-35 who form the
majority in the social networking sites and will result in much
more word of mouth than conventional blogs
 Social Blogging .....
 Position blogging as a competitive activity

arketing The blogging service to have group blog functionality. In a group



trategy any member can blog using his user id. Groups can compete
with other groups to move up the ladder
 The farther a group moves up a chain the more
features(premium one which would normally be charged) they
get.
 The premium services can be bought by other groups/members
for a price
 The competing parameters can be hits/ comments/ likes/ repeats
etc within a certain time period
 Members who do well within a group can be bought by another
group for a price. Similarly they can voluntarily join another
group if they have reached a certain level.
 Tie ups and cross branding with social networking site like
Facebook to publish the results and announcements
continuously . This will not only be a boost to the bloggers but
also act induce non bloggers to access our sites and increase
traffic
 Vernacular Blogging
 The recent success of the vernacular press online proves the
potential of vernacular languages online
arketing
trategy The blogging service can position itself exclusively as a
vernacular blog
 Otherwise it can come up with sub branding strategy where each
sub brand caters to a single language – the positioning
strategy would be similar to Bharatmatrimony.com which
also has regional portals like Keralamatrimony.com and
Odiyamatrimony.com.
 The lack of vernacular typewriters can be circumvented by using
tools like Google Indic Transliterator so that the normal
QWERTY typewriters can be used to write in the vernacular
mediums.
 The mass media advertising budget would be limited for such a
service as the ads have to carried out in regional media
which are much cheaper and more focussed
 To initially noted literary personalities in the vernacular medium
should be approached to provide content to the blog. The
service should have a tie up with them to publish some of
 Theme Based Blogging
 There has been a proliferation of theme based
arketing sites in India
trategy The most popular themes are movies, travel,
fashion, cooking, photography, technology etc
 This presents a niche but loyal segment
 People who contribute to these sites do so
frequently and consistently and with a passion
 The blogging service can use the sub branding
strategy for these specialised blogs
 The readership in these blogs will be high as
people are on the lookout for such information
 The appeal of the blog can be improved with
smart interfaces which will be discussed later
 Theme Based Blogging
 Theme based blogs will be few in number but will
arketing bring in a lot of readership due to the pull factor.
trategy Theme based blogs will be useful from the revenue
generation point of view as brands will get a very
specific channel to use
 Music is one domain which will be given special
attention due to its association with youth i.e. our
target segment
 Music a classic example of Long Tail Business . Music
will be used to promote the blog.
 The vodcasts or podcasts in the blog site itself
 Labeling of unknown bands/regional bands and
ranking of the songs by the bands by the
subscribers of the blog site
 Paid review of bands from unknown corners of India
like Shillong or Panjim will bring in music
aficionados from these as well mainstream places
in India to the Blog
 Institutional Blogging
 To improve employee engagement corporates and
educational institutions are coming up with blogs
arketing on their intranets
trategy
 After a while it becomes difficult for the organisations
to maintain the blogs due the following reasons
 Lesser contributions - the initial euphoria dies out
 Decrease in readership - content is not new or
appealing
 Administrative issues – The blog administration has
other pressing issues to tackle and is neglecting the
blog
 This is where our service comes in. The organisations
can outsource the administration and maintenance
of their internal blogs to our service
 Apart from administration we will also provide the
blog with updated content drawing from our blog
pool.
 The contract can be either outsourcing the
administration, contents or both. Adequate data
security measures have to be put in this kind of a
 Attracting New Users
 To succeed as a blogging service in India the
arketing following features need to be present
trategy Advertise in the mass media to increase
awareness of blogging
Position blogging as a fun, engaging activity
Make blogging a easy and simple thing to do
Create blogging champions to bridge the gap for
newbie bloggers
Support creative content providers like film
critics, product reviewers, book reviewers,
travellers, photographers etc
Concentrate on the bloggers ROI
Have effective monetisation strategy for
advanced bloggers
Make your site synonymous with blogging
through creative branding
Extensive use of social networks – to seek
 Advertise in the Mass Media
 Target the urban youth in the age group of 18-30 for the
service as most of the regular older bloggers have
arketing
trategy already formed loyalty with their own sites.
 The message of the communication has to position
blogging as a ‘cool’ thing to do. It has to be promoted as
a group activity.
 The image of blog being a individual, intellectual thing to
do has to be removed from the minds of the target
audience by the method of extinction.
 The communication has to give cues about blogging
topics e.g. gossip, TV programs, friends, hangout zones
etc. Tie ups with an array of youth programs in channels
like MTV, Channel V can be explored to build up the
youthful fun imagery.
 For the vernacular sub branded blogs youth based
approach in regional programmes has to adopted

 Retaining Current users
 Make the blogging experience unmatched for
arketing the users
trategy
Focus on constantly adding new relevant
features in the blog
 Support prolific bloggers and utilise them to
attract new ones
 Have the option of independent blogs utilising
your facility for a fee
 Encourage the user to socialise and improve
intra site linkages
 Come up with the best interface for the users
having the following key elements
Searchability
Traceability
 Marketing Strategy - Tools

arketing
trategy
 Social Media Marketing
 Social Media consists of social networks as well
arketing as blogs and micro blogs
trategy Social Media marketing depends on the “Word of
Mouse” to spread the word about a product or
service
 To achieve the buzz in the initial days the
blogging service has to leverage the power of
the social media
 The social networks to be targeted will be Orkut
and Facebook
 The blogging sites will be Blogger, Wordpress
and Twitter
 Our social media strategy will utilise both forms
of social network marketing - Brand profile
creation and Custom communities

 Social Media Marketing
 Orkut
arketing Place banner ads on communities having the
trategy maximum number of discussions and aim to divert
some of that discussion to our blog
 These communities would be created before the user
signs up and on signing up he would be prompted
to join this community
 Moreover our blogging service will have a custom
profile which will participate in all the discussion
forums and motivate members to blog rather than
scrap.
 The custom profile will also communicate through
scraps all the latest development happening in the
blogging community that a user belongs to
 This feature can be turned off by the user.
 SMS features will be incorporated and the blogger
will be informed by SMS as and when someone
comments on the blog. This feature will be free and
optional
 Social Media Marketing
 Facebook
All the measures taken in Orkut will be implemented in Facebook. The focus
arketing will be more on applications in Facebook
trategy
 There will be a blogging contest to announce the launch of the blogging
service.
 The contest will ask wannabe bloggers to contribute as many articles as
possible. The user having the most votes(likes) will win.
 Since this will be a competitive scenario most bloggers will ask their friends to
vote for them.
 The more people they ask for votes the more views our blog will generate.
This will build up awareness and knowledge about our blog.
 To position blogging as a group activity users a Facebook application will be
developed where a user can create to create custom blog groups and ask
their friends to join it.
 All the blogging activities will be posted on the wall of a Facebook user.
 This will lead to more and more people signing up with our blogging service. It
will also lead to may people trying out blogging for the first time.
 Quizzes like How prolific a blogger are you? What is your blogging quotient?
etc will be launched to coincide with the launch of the service.
 Social Media Marketing
 Blogger and Wordpress
arketing The target segments who have recently started a
trategy blog on any of these two blogging services
 Banner Ads and Adwords will be placed in the blogs
asking them to try out the new blogging service
 The ads have to be customised according to the user
we are communicating with vernacular for
vernacular users, specialised ads for theme based
bloggers and cool, youthful ads for the young
experimental bloggers.
 Each sub brand will have its own distinct style of
advertising.
 The users of Blogger and Wordpress should be
provided with the best premium features for a
month after which a nominal fee would be charged.
 This will give them a feel of the advantage of the
new blogging service without giving away premium
services for free.
 Social Media Marketing
 Twitter
arketingThe use of micro blogging will be to keep the
trategy
user involved with the blogging service
Custom profile creation will be done
Regular tweets to will be posted to followers
about new features, new blogs, best
bloggers etc
Use tweets to prompt users about themes
for new blogs
Tell users about tweeter trends and features

 Online Marketing
 About half the Share of Voice will be generated
through online advertising. The focus of the online
arketing advertising campaign will be on trial generation
trategy apart from awareness and knowledge
 Online advertising will be effective in reaching the
target audience of youth in the age group 18-30.
 Most of the target segment uses internet heavily and
use a few sites like Google, Yahoo, Orkut, Rediff,
Indiatimes etc
 Viral Ads will be used in these sites. These ads will be
fun and entertaining which will lead to viewers
sharing these with friends online through IMs and
emails. Sharing features will be present in all ads.
The following slides specify the Viral strategy.
 Pages which are used heavily by the target segment
like the Orkut login page, Indiatimes photogallery
etc will be specially targeted.
 Contest and games will be advertised which will act
as incentives for the viewer by prizes and offers to
 Viral Marketing
 The “Super 3” techniques to reach to a large
arketing Indian Audience
trategy  Indian cricket or cricketers or their families or
spouses
 Movie stars (Bollywood, Tollywood, Kollywood,
Sandalwood and many more)
 Politics and Politicians


 Audio Podcasting
 Tagging the audio content is very critical for people to
find the videos of choice. A podcast feed will be
provided from the Blog Site
 Promotion will be taken care by the initial mass who
subscribe to the Blog Service and the viral content
 Hosting and distribution by using external services. In
this case, audio content according to each Buyer
Persona will be made
 A companion text which briefly discusses the content
 Viral Marketing
 Video for Web Marketing
arketing  Posting the Blog-Site promotion videos (created for
trategy each buyer persona) to video-sharing sites such
You-tube etc
 Developing an online video channel- cost implications
are slightly high but long term benefits ( e.g. Weber
Grills’ Weber nation website or Ford Bold Moves)
 Vlogging features on the Directi Blog service
 Vodcasting services much like a podcast but with a
video ( Example BMW vodcasts-
http://vodcast.bmw.com/)
 Ranking and comments on the videoclips of famous
moments in Indian cricket
 Inviting the subscribers/subscriber communities to
submit a video. In fact a competition can be run for
the same to create the initial buzz about the blog
site service ( e.g. Mentos and Converse
 Use of News Releases
Close to 40% news readership is online (According to the


arketing statistics in the following slide). Buyers/Users read news

trategy releases on Google, Yahoo etc, on vertical market portals
and with RSS readers


  Developing the News Release Strategy

 Everything is content driven in public relations ( Index
Code C)
 The rule of the thumb is: Big News is great, but don’t
wait. Write about pretty much anything
 Not just to send news releases when big news is
happening; finding good reasons to send them all
the time
 News releases targeted not just at a handful of
journalists, creation of news releases that appeal
directly to the users
 Use of News Releases
Online News Readership
arketing Regularly Get %
trategy News Online figures
CAGR All figures are in %2000 2006 2007 2008 2009 2010 2011 2012
5.10% Total 23 31 32.58 34.24 35.99 37.83 39.75 41.78
Break up Age
Group Wise
0.57% 18-24 29 30 30.17 30.34 30.51 30.69 30.86 31.03
5.19% 25-29 31 42 44.18 46.47 48.89 51.43 54.09 56.90
7.77% 30-34 30 47 50.65 54.59 58.83 63.40 68.32 73.63
6.75% 35-39 25 37 39.50 42.17 45.01 48.05 51.30 54.76
8.50% 50-64 19 31 33.64 36.49 39.60 42.96 46.62 50.58
5.45% 65+ 8 11 11.60 12.23 12.90 13.60 14.34 15.13

Source: The Pew Research Center

 Use of News Releases
 Publishing News Releases through a Distribution
arketing Service
trategy Post a release on the Blog/Website and send it to
one of the news release wires simultaneously.
Keeping the news release live on the website
for as long as the content is appropriate
( maintaining the archives)
The benefit of using a news release distribution
service is that the release will be sent to the
online news services, including Yahoo, Google,
Ask etc
Reach trade and industry websites as well ( can
reach hundreds of websites with a single news
release)
News release will be indexed by the news search
engines and vertical sites, and then when
 Use of News Releases
 Reach even more potential buyers with RSS Feeds
arketing  Many news release distribution services also offer
trategy RSS
 Each a news is published, the news released is seen
by thousands of people who have subscribed to the
RSS content in the Blogging Services Category
 The Importance of Links in the News Releases
 Particularly because the releases may be delivered by
feeds or on news services and various sites other
than my own.
 Each time the news release is posted on another site,
the inbound link from the online news site to the
blog site helps to increase the search engine
ranking of the blog site
 Focus on the Keywords and Phrases of the potential
Revenue Model

Monetisation Strategies
 The Revenue Model
 The three biggest sources of revenues will be
evenue Advertising
trategy  Advertising will be in the form of banners and
adwords. This will be the biggest source of income
for the blog owing to its varied, diverse and wide
readership.
Product and Brand promotions


 Brands and Products will use the blog to publish their

brand features and launches. Even TV shows and
movies will use them to promote themselves
through customised blogs. The revenue will be per
page view basis. The more people view a particular
sponsored page the more revenue we get. The major
target will brand, product, movie and show launches.
Licensing


 Most of the premium features will be offered for a

price. The advanced bloggers will need to subscribe
on a periodic or one time basis to avail of these
features.
 The Revenue Model
Revenue Scheme 1 In USD
Revenue From E Bay Affliate Programs 100,000$/month
Annual Earnings 1200000
evenue Expected Revenue that Directi can earn 120000
trategy
Revenue Scheme 2 0.05 million dollars every five
years
Maximum Expenditure incurred by a politician (large Constituencies)

Average Per Year cost 10000

Average Cost * Constituncies In India*Top contending party politicians 16350000

Expected Revenue that Directi can earn 1635000

Revenue Scheme 3
Advertising Revunues ( Radio ) 227385000
Advertising Revunues ( Television) 1969986704
Advertising Revenues ( Internet ) 78321500

Advertising Revenue that Directi can expect to earn 32079717.04

Total Earnings from the Three Schemes/ Year in Dollars 33834717.04

Sources : http://www.earnersblog.com/dominate-ebay-
affiliate-program/
http://pages.ebay.com/help/sell/affiliate-program.html
http://www.rediff.com/election/2004/mar/26espec.htm
Industry Estimates complied by Adex India, divison of
 Future Revenue Streams

evenue
trategy
 References
 Blogging in India: A Research report
 http://www.scribd.com/doc/17053636/Blogging-in-India-A-Co
 India Online 2009 brochure by JuxtConsult
 http://www.scribd.com/doc/13701177/India-Online-2009-Broc
 Wikipedia
 http://en.wikipedia.org/wiki/Blog
 Ezine Articles
 http://ezinearticles.com/?How-Does-Facebook-Figure-Into-You
 Impact of SNS & Blogs on Indian Adult Consumer
 http://www.scribd.com/doc/10885369/Impact-of-SNS-Blogs-o
 www.dbadirect.com
 www.cruisecompete.com/specials/holiday/christmas_cruises/1

 References
http://www.earnersblog.com/dominate-ebay-affi

http://pages.ebay.com/help/sell/affiliate-program

http://www.rediff.com/election/2004/mar/26espe

Industry Estimates complied by Adex India,

divison of TAM
