1. CROWDKEYS
OEP interim Report Marketing
sabato 7 luglio 2012

2. The potential user base is mainly composed by 18-30 31-45 yeas old users, midle-high education, skilled on social
media.
We found 3 ways to monetarize our business:
-Freemium model: free basic service + paid advanced features
-Affiliation Program: every crowdplatform pays for every new user they got coming from our site and it pays also a
percentage for every new project stated by this new user.
-In-site advertisement. Weʼll generate thousands of new pages per day in which to put advertisement.
sabato 7 luglio 2012

3. • After an intense brainstorming we found 4 main ways to marketing CrowdKeys
service that let individual talent make money using online job offers at the best.
• Web Marketing is a fundamental step for every new online service/product so we tried
with micro ad campaigns from two different channels Google Adwords and LinkedIn
ads, plus social media instruments like FB fan page and twitter.
sabato 7 luglio 2012

4. • Using Media contents like news, photos and videos in someway related to
crowdsourcing (in a serious or funny way) we created traffic and attention to our brand
and crowdsourcing phenomenon in a continuum growing, day per day.
• From zero to 610 visits per day in few time.
• We had about 80 likes and a constant number of fb users that replied our contents.
sabato 7 luglio 2012

5. • We tried also Twitter as a channel to spread the word about CrowdKeys open demo
with good feedback.
• Twitter is perfect to be in touch with community of potential users
but also stakeholders of crowdsourcing world and journalists
as we experienced following twitter ash-tag of some startup events.
sabato 7 luglio 2012

6. • The crew decided also to try micro ad campaigns by Google adwords and LinkedIn
ad.
• We started an CPC ADwords campaign for a week collecting 134 clicks with an avg
price of €0.11 and total cost of €15.
• This was a good example of a middle cost campaign and a quite good result on the site.
sabato 7 luglio 2012

7. • We also started a Linked In per impression Ad campaign ($2 per 1K impressions).
• This produced only 46 clicks and for a system error was asked us the double of cost
• We understand this is not a good choice for our campaigns (too expensive and low
effective)
sabato 7 luglio 2012

8. • We will add also a viral video campaign that can add new users around the world
creating in house short humor videos.
• This could be planned with a crowdsourcing viral video contests so to use the power of
crowd to support our business and at the same time this let crowdsourcers (potential
customers) know our service.
sabato 7 luglio 2012

9. • To complete this strategy will try to use the strength of media.
• Crowdsourcing is starting to be an hot word for media
• Added to work market problems, could be a good way to take attention by media.
sabato 7 luglio 2012

10. • We participated to a couple of startup competitions and the media coverage was very
good and with good results for project visibility.
•
sabato 7 luglio 2012

11. • This will cause positive effect to traffic generated also if itʼs to early to see the real
potential of the project because we are only in a demo stage of development.
•
sabato 7 luglio 2012

12. • Itʼs difficult to calculate user acquisition cost because itʼs composed by different costs
but we can estimate it could be around € 0,35-0,40 per user.
• The same problem is for the amount of money every user can produce to us (3 different
ways to monetize, freemium, affiliation program and advertisement) but considering different
virtual situation could be about €0,90-1,20
• So the difference may bring the project in a good perspective since the first
year.
sabato 7 luglio 2012

13. • We think to better explore possibilities of viral video campaign where creativity can
supply the high budget needed for traditional advertisement.
• This could be increase if the crowdsourcing method will be well used.
• Realizing crowdsourcing video contests, we’ll show the creativity of crowd, spending
not so much and having potential active users as part of our project.
sabato 7 luglio 2012