DigitalMarketing Capstone
FinalProject
Milagros Abril Corrado
WATTPAD
Content Synopsis
Intro
History
Brandimageandpresence
Logo,web&app,socialmedia
Achievements
SWOTAnalysis
MarketAnalysis
Userplacementinthebusiness,companyimpact
anditspublic,marketchallange,partnerships
Brandcompetition
User:targetandavatar
Moodboard
Digitalmarketingstrategy
Planandtactics
Content
Timline
KPIs
Often called “YouTube for ebooks”, Wattpad is an online reading and writing platform. In it, creators can publish novels, stories, articles, poems, blogs, fanfics, and many other literary genres that users can read for free. An e-book community where undiscovered and published writers can create and share their works. Wattpad also is a reading application that can be accessed using a mobile phone or a computer. Unlike dedicated ebook reading devices, Wattpad requires no special hardware. Instead, it makes use of common mobile phones for the download, and online web-pages, storage and display of ebook material. It can be run on most mobile phone devices, including but not limited to iPhone/iPod/iPad, BlackBerry, Android, Windows and basic phones that run Java. The content is user-generated, allowing anyone to contribute to the library.
The History
Wattpad originated in 2006, as a result of a collaboration between Allen Lau and technical director Ivan Yuen. In February 2009, it was announced that over 17,000 ebooks were removed from Project Gutenberg, making them available to users. According to a press release in June 2009, the mobile app has been downloaded more than 5 million times. In March 2009, an iPhone version was released. This was followed by the launch of BlackBerry App World in April 2009, Google's Android in June 2009, and Apple's iPad in April 2010.
While in its early years the page was only available in English, the increased flow of Spanish-speaking writers meant that little by little the site was converted. Initially with language flaws, but little by little improving its translation and the scope of its award events such as the Wattys, thanks to the implementation of the Ambassador program.
BRANDIMAGEAND PRESENCE
OLDLOGOVSRENEWIMAGE
BROWSER
STORIES COMMENTS
SECTIONAND SHARING
USER
SWOTANALYSIS
STRENGTHS
Easyandfreetoread
Diversity:givesyoulotofoptionsofbooks
Accessibleatalltimes
Youcanbringiteverywhere
Youcanuseitofflineifyouhavesubscription
Giveyouanenvironmentwhereyoucan interactwithotherreaderseveninthestory
OPPORTUNITIES
WEAKNESSES
Dependsonadeviceandbattery
Advertisementonthestories
Touseitofflineorhaveunlimitedbooks,youneeda subscription
Takesalotoftimelookingatascreen Alotofstorieswrittenbyinexperiencedwriters-authors Notenoughstorytellingandstorydesignskillsonthebooks
THREATS
Inspirepeopletowriteandpublish
Encourageyoungteenstoread
Creativity
Imagination
Grownintheindustryasnewwriter
Reviewsandrecomendations
Nohavingreaders
Notbeingsuccessful Critics
Hardtobepublished
Toomuchcompetitiononideasandstories Plagiarism
Copyright
BASED IN WATTPAD, TECHCRUNCH, VIRIETY, THE HOLLYWOOD REPORTER AND PUBILISHING PERSPECTIVES DATA.
Choicesaboutastory
Timeoftheuser beingpartofthe community
Market challange
Wattpad partnerships overtheworld
Competition
MASCULINE AND FEMENINE
HIGH SCHOOL AND COLLEGE STUDENTS
LIVES IN AN URBAN AREA
TEENS
YOUNG PEOPLE
13 - 25 YEARS OLD
MILLENNIAL AND GEN Z
READING
WRITING
BOOKS MUSIC
BUYER PERSONA
Name
Alison Parker
Income
Lives with her family
Family life
Lives with her parents and little brother. Also have a dog.
Goals
Buying new books
Travel
Moving alone
Start college
Location
Seattle, WA
Hobbies
Reading
Writing
Dancing
Singing
Likes and Dislikes
Likes: going to libraries, having coffee, staying home, long books
Dislikes: parties, sports and maths
Who does she admire most?
Her mom and dad
Age
16
Interests
Music
Bands
Movies
Shows
Baking
Books
Fashion
Education
Still in high school
How can you help her?
Give her accessibly to free books all the time
DIGITAL MARKETING FOR WATTPAD
GOALS AND NEW ACHIEVEMENTS AS COMPANY:
- NEW SECTION & UTILITIES IN THE APP / WEB
- EXPAND THE PUBLIC AND TARGET
- INCREASE THE PROFITS AS COMPANY
- BECOME MORE KNOWN IN THE INDUSTRY
STRATEGYPLANIDEAS
AUDIOBOOK|AUDIOSTORY
STORYTELLINGBYTHEUSER-AUTHOR
MUSICINTHESTORIES,ASBACKGROUND
WORDSDICTIONARYANDCORRECTOR
PLATFORM
STRATEGY
CONTENT
STRATEGY
TOSHAREANDUSETHE
NEWSTRATEGY
Tiktok
Youtube
Thewebpage
App
PROMOTIONSAND
MANAGEMENTABOUT
THENEWSTRATEGY
Newsectiontouseinthe appandweb
Influencersworkingwith thebrand Pictures
Stories
Gifs
Planandtactics
LISTENING THE COSTUMER ABOUTTHENEWSECTION
ANDSTRATEGY
Throughthe engagement Commentsand messages Complimentsor complains Reviews
Tiktoksandreels
Videos
Podcastsepisodes
Giveaway Contest
Interactivequizzesand gamestemples
Surveys
Metricsandanalysis
Content examples
Instasorietempleto announcethenewappand webpresetsthatbecome partofthenewstrategy.
YouTubevideoshowingthe makingoftheaudiostories andbooksforWattpadwith thenewbrandinfluencers.
Analertaboutthnew Wattpadpresetshowedinto thestoriessectionontheAPP orwebsiteAllowstoreadthe story,playmusicwhile listeninganddictionary options.
Strategytimeline
DIGITAL MARKETING - SHORT CAM`PAIGN
STARTING PERIOD
FIRST 2 WEEKS
Newstrategypresentationoversocial mediaandweb-measurementover theimpact
SECOND 2
WEEKS
Settlethestrategyand keepwiththenew content-interactwith thepublicaboutit
FINAL PERIOD
THIRD 2 WEEKS
Analyzehowwasthe strategyandcheckthe achievementsandnew goalsdone
WATTPAD KPIS
Keyperformanceindicators
