2. The Team
Steven Fairey
Sandra Subacius
Rosie Sandhu
Rik Turner
Stephanie Sheehan
Media strategy, implementation and evaluation
FMCG Digital Marketing and CRM programs
Content creation & distribution and SEO
Jennifer Anderson
SEO, PPC, online PR, Content and Conversion
Consumer behaviour analysis, media and marketing
strategy
Audience insight and research, traditional and digital
media landscape, media strategy
3. Executive Summary
“Webuysocial.com is an online business that
disrupts the way we buy high end consumer
electronics. Customers can harness their social
relationships and collaborate together to form
buying consortiums and effectively bulk buy
the products they want direct from the
manufacturer, driving the unit price down and
making massive savings against retail prices”
5. Market share
In 2012, the top 5 retailers account for over 50% of the market
With Comet’s demise, 7% of the market is instantly up for grabs
Source: Retail-week.com
6. The UK online consumer market grew by 10.3% in 2012 while offline decreased by 3.2%.
Online v’s Offline sales
12. Our consumers
Young, connected, & technically astute. They have
the ability to harness their social connections to
get what they want. They are active social media
users, influencers and the early adopters
13. Our consumers are in the market to
buy, they have already browsed what they
want, through going into store. They go
online as they want to buy a specific
product and are looking for the best
price, realising their social influence and
connections can benefit them they use
webuysocial.com to do exactly that!
15. Example of transactional search volumes
2,400
2,850
8,860
9,900
25,550
39,880
61,010
67,020
0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000
buy windows tablet
buy hi-fi system
buy camera online
xbox 360 deals
buy iPad
buy camcorders
buy Plasma TV
Laptop deals
Source: Google Keyword Tool
16. SEARCH MY ACCOUNT
Home
Appliances
Small
Appliances
TV &
Entertainment Cameras
Audio &
Phones Computing PC Accessories Ending Soon
V
V
SAMSUNG UE55F8000
Smart 3D 55” LED TV
Bidders 890 / Target 1000
Retail Price £1,800
Webuysocial.com Price £1,000
Saving £800
Buy social!
About us
How it works
Happy
customers
Recent savings
V
V
Go social and spread the word
through your social networks
17.
18. Marketing & PR Strategy
“harness your social connections to get what you want! “
• Promoted posts, tweets and paid search activity to run 2-3 months ahead of launch
• BUZZ AND ANTICIPATION (6 weeks before launch)
o PR activity to begin
Distribute press release
Connect with influencers and key sites about launch, offer exclusive content or prizes
for exposure i.e
T3, gizmodo, wired, pocketlint, averagejoe, moneysavingexpert, shortlist et al
Create and seed teaser brand film via key bloggers/sites, also share via Webuysocial
platforms and brand ambassadors
o PR activity to start to land 2 weeks pre-launch with majority week of launch
19. £100k media launch plan - to drive awareness and
conversion
1) Pre-launch search, banners
and pre-rolls
2) Key press titles, high impact takeovers
and banners online launch week
3) Weekend -digital 6’s and location
based activity at retail
webuysocial.com online platform to get crowd sourced bulk buying powerConsumers who want to by consumer electronics come to webuysocial.com, register there intent to purchase and then use their social networks to find and collaborate with other like minded buyers.When we have the designated number of buyers within the time frame we can they by-pass the reseller and go straight to the manufacturers and bulk buy the Televisions.We can then pass back 80% of the purchase saving to the consumers meaning they actually purchase the TV for £700, whilst webuysocial.com retains 10% as a commission fee.