Webcom 2008 | Report of the moijezap.org case study
Isabelle Lopez presents the case study of moijezap.org , the site of ZapQuebec osbl of Quebec whose mission is to offer WIFI access points to users. You can also read the post of these winners of the 2nd Intrablog prize, initiative 2.0 category .
She begins her presentation with a definition of what web 2.0 is for her, based on Jakobson's diagram :
The receiver of the message can now converse with the sender. This two-way communication gives value to the brand and further involves the consumer (seen as the receiver). He gives his opinions on the brand, gives a qualitative value equal to or greater than a focus group.
The organizational challenge of moijezeap.org: it's a non-profit so it has no money. You have to find the least expensive tools possible.
The marketing objective: Communicate the different access points available in Quebec and encourage people to request a ZAP for one or more specific locations.
The solution: Create a community of ZAP users (public access zone).
It should be understood that people must register in order to connect to a ZAP. They therefore use this reality to create and animate a community on the connection portal page.
The strategy :
Google Maps integration showing available ZAPs and allows users to point to a location, for example the Plains of Abraham, to request a ZAP. The user is then invited to share this requested ZAP via Facebook or email. Only one catch: People can see the requested zap list by clicking a button. It generates a dhtml. Unintuitive. If your requested zap is installed, it disappears from the list. We would have liked to have better traceability: crossed out the installed zap or a filter.
Profits :
Zap Quebec realized that users wanted WIFI web access in the parks, the Qc-levis ferry.
Considering that the acquisition cost for merchants is $100 for the module and an annual fee of $50 per month for service charges for corporate citizens and $200 for institutions. So they were chilly. Moijezap.org shows them the number of citizens who want a zap in their building. The strategy goes from a web offer to a decision support tool.
The future :
ZAP NomAde. A portable unit with a 12-hour battery life that can be carried in a backpack: Strikes the imagination and provides Internet access everywhere! Strong!
Election announcement: The PLC announces a promise: Make QC a wireless city with a budget envelope of $1M
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Simon Lamarche has made several reports on the Innovation Web blog:
Ingredients, recipes, tips and concrete examples to ensure the success of your communities
Optimization 2.0: strong ROI potential
How to measure the results of social referencing thanks to 10 Quebec examples.
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