Final Orkut Presentation

MARKETING THROUGH MARKETING THROUGH ORKUTORKUT

PRESENTED BY:PRESENTED BY:

ANKUR RAJEANKUR RAJE

NOEL PRAVASINOEL PRAVASI

OBJECTIVES OF STUDYOBJECTIVES OF STUDY

Evaluating Orkut as an alternative Evaluating Orkut as an alternative media for marketers.media for marketers.

Assessing the possibilities of ORKUT Assessing the possibilities of ORKUT as a Business Portal. as a Business Portal.

Exploring Companies’ perception Exploring Companies’ perception regarding Advertisingregarding Advertising through Orkut. through Orkut.

RESEARCH METHODOLOGYRESEARCH METHODOLOGY Research Design – Exploratory & DescriptiveResearch Design – Exploratory & Descriptive Data Collection – Primary & Secondary DataData Collection – Primary & Secondary Data Sample Size – 150 Users & 10 Company Sample Size – 150 Users & 10 Company

ExecutivesExecutives Data collection Instruments – Questionnaire Data collection Instruments – Questionnaire

& Personal Interview& Personal Interview Type of Sampling – Judgmental / Type of Sampling – Judgmental /

convenienceconvenience

ABOUT SOCIAL NETWORK ABOUT SOCIAL NETWORK SITESSITES

SNS are defined as web-based services SNS are defined as web-based services that allow individuals to that allow individuals to

(1)(1) Construct a public profile within a Construct a public profile within a bounded system bounded system

(2)(2) Articulate a list of other users with whom Articulate a list of other users with whom they share a connection they share a connection

(3)(3) View & traverse their list of connections & View & traverse their list of connections & those made by others within the system. those made by others within the system. The nature & nomenclature of these The nature & nomenclature of these connections may vary from site to site.connections may vary from site to site.

HISTORYHISTORY

Sixdegrees.com introduced in 1997Sixdegrees.com introduced in 1997 Then came ICQ, AIM & Then came ICQ, AIM &

Classmate.comClassmate.com ORKUT was introduced in 2004.ORKUT was introduced in 2004. After 4 years of its inception it has 24 After 4 years of its inception it has 24

million members registered with it.million members registered with it.

INTRODUCTION TO INTERNET INTRODUCTION TO INTERNET MARKETINGMARKETING

Marketing of products or services through Marketing of products or services through internetinternet

Unique benefits including low costsUnique benefits including low costs Distributing information & media to a Distributing information & media to a

global audience.global audience. Ties together creative and technical Ties together creative and technical

aspects aspects Design, development, advertising and Design, development, advertising and

salessales

ADVANTAGES ADVANTAGES

Low costLow cost Very fastVery fast Global audience can be reached Global audience can be reached

easilyeasily Online FlexibilityOnline Flexibility Claim Online PresenceClaim Online Presence

BENEFITS TO CUSTOMERSBENEFITS TO CUSTOMERS

ConvenienceConvenience Interactive & immediateInteractive & immediate

BENEFITS TO MARKETERSBENEFITS TO MARKETERS

Customer relationship buildingCustomer relationship building Reduce costs and increase efficiencyReduce costs and increase efficiency Greater flexibilityGreater flexibility Access to Global MarketsAccess to Global Markets

LIMITATIONS LIMITATIONS

Hard to tell if people are lyingHard to tell if people are lying Information OverloadInformation Overload

INTRODUCTION TO ORKUTINTRODUCTION TO ORKUT

Orkut is named after its creatorOrkut is named after its creator Google employee ORKUT Google employee ORKUT

BUYUKKOKTENBUYUKKOKTEN He is a Turkish software engineerHe is a Turkish software engineer

HISTORY HISTORY

It was launched on 22It was launched on 22ndnd January 2004 January 2004 At the end of July 2004 it had At the end of July 2004 it had

10,00,00010,00,000 Till September 2005 it had 20,00,000 Till September 2005 it had 20,00,000

membersmembers

PROBLEMS WITH ORKUTPROBLEMS WITH ORKUT

Massive load of the serverMassive load of the server Error messagesError messages Break downBreak down

ORKUT & INDIAORKUT & INDIATop 10 statesTop 10 states Maharashtra 19.6% Maharashtra 19.6% Andhra Pradesh 9.9% Andhra Pradesh 9.9% Delhi 8.9% Delhi 8.9% Karnataka 8.8% Karnataka 8.8% TamilNadu 7.7% TamilNadu 7.7% Kerala 6.9% Kerala 6.9% Uttar Pradesh 6.8% Uttar Pradesh 6.8% West Bengal 4.5% West Bengal 4.5% Gujarat 4.4% Gujarat 4.4% Madhya Pradesh 4.2% Madhya Pradesh 4.2% States that had more than 1% of Indian users: Puniab (2.9%), States that had more than 1% of Indian users: Puniab (2.9%),

Rajasthan (2.9%), Haryana (2.6%), Orissa (1.4%), Rajasthan (2.9%), Haryana (2.6%), Orissa (1.4%), Bihar (1.1%) Bihar (1.1%) Jharkhand (1.1%) Jharkhand (1.1%)

ORKUT & INDIAORKUT & INDIA

NEW MANTRA OF NEW MANTRA OF MARKETINGMARKETING

Brand recognition in very young Brand recognition in very young childrenchildren

Today's kids have more autonomy Today's kids have more autonomy and decision-making power and decision-making power

"PESTER POWER" refers to children's "PESTER POWER" refers to children's ability to nag their parents into ability to nag their parents into purchasing items they may not purchasing items they may not otherwise buy.otherwise buy.

FACTORS DRIVING MARKETERS FACTORS DRIVING MARKETERS TO TARGET CHILDRENTO TARGET CHILDREN

Fewer children per parentFewer children per parent Dual working familiesDual working families Changing demographicsChanging demographics

ANALYSISANALYSIS (ORKUT USERS)(ORKUT USERS)

1) Source of Awareness1) Source of Awareness

76%

5%

14%5%

FRIENDS T.V. INTERNET OTHERS

Time Spent On Orkut By Its UsersTime Spent On Orkut By Its Users

19%

38%

38%

5%

6 MONTHS 1 YEAR 2 YEARS > 2 YEARS

3) Frequency of ORKUT users.3) Frequency of ORKUT users.

61%

29%

5% 5%

DAILY WEEKLY FORTNIGHTLY MONTHLY

4) Purpose for using ORKUT4) Purpose for using ORKUT

86%

7%7% 0%

FRIENDS BUSINESS TIME-PASS OTHERS

5) Negative implications of ORKUT5) Negative implications of ORKUT

67%

33%

YES NO

6) Aware of buying or selling activity 6) Aware of buying or selling activity through ORKUTthrough ORKUT

14%

86%

YES NO

7) Acceptance of ORKUT as a business portal by 7) Acceptance of ORKUT as a business portal by its usersits users

48%

52%

YES NO

8) Willingness to do business transaction 8) Willingness to do business transaction through ORKUTthrough ORKUT

38%

62%

YES NO

9) Aware of advertisement through ORKUT9) Aware of advertisement through ORKUT

29%

71%

YES NO

10) Future of ORKUT10) Future of ORKUT

44%

4%

52%

0%

SOCIAL SITE BUSINESS PORTAL SOCIAL SITE & BUSINESS PORTAL OTHERS

ANALYSISANALYSIS (Company (Company Executives)Executives)

1) Media Vehicles Used For Marketing1) Media Vehicles Used For Marketing

45%

16%

26%

13%

Broadcasting Internet Newspaper & Print media Hoardings

2) Factors restricting the companies from 2) Factors restricting the companies from marketing their products through ORKUT marketing their products through ORKUT

50%

2%

28%

20%

Lack of security Lack of awareness

Lack of credibility Reluctance on the part of users

3) ORKUT as a business portal3) ORKUT as a business portal

30%

70%

Yes No

SummarySummary

Orkut is no. 1 social networking site in Orkut is no. 1 social networking site in India.India.

Users (consumers) are expecting Users (consumers) are expecting Orkut as a business portal in future.Orkut as a business portal in future.

Corporates are skeptical about Corporates are skeptical about accepting Orkut as a business.accepting Orkut as a business.

Companies have now started giving Companies have now started giving Ads formally.Ads formally.

continued….

The reach of Orkut has risen in The reach of Orkut has risen in recent past.recent past.

Majority of users are daily visitors.Majority of users are daily visitors. Few users said there are no negative Few users said there are no negative

implications.implications. Few users are aware of the business Few users are aware of the business

activities and Advertising.activities and Advertising. Substantial users are ready to accept Substantial users are ready to accept

it as business portal.it as business portal.

continued….

Even though substantial reach and Even though substantial reach and higher frequency, companies still higher frequency, companies still stick to the traditional approach.stick to the traditional approach.

Reasons are lack of security and Reasons are lack of security and reluctance on the part of users.reluctance on the part of users.

THANK THANK YOU……YOU……