 Success Story
Ephlux enables a US countrywide Education Scholarships Provider company with an experiential social media Facebook application. |
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Ephlux designed and developed a highly interactive Facebook application to help a US countrywide education scholarships and funding provider company succeed in its viral and experiential marketing campaign. |
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Viral Marketing Need
Ephlux came across an exciting opportunity through its
partner network in California. An Education Scholarships
Provider company, which focused on mothers and guardians
for providing them scholarships to help them continue their
education, required to launch a powerful social media
Facebook Application to maximize its awareness.
There were two basic objectives for the development of this
project, the first being a highly interactive application resulting
in high user experience. The second was creating a viral effect
among the Facebook audience to promote and nominate best
mothers for scholarships, which were unable to complete their
education due to the responsibility of their children. The four
main actors of the Facebook App were the administrator, nominated individual or nominee, nominator and the sponsor.
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Analysis and
Development Sprints
Ephlux initially created a communication intensive project
plan with 3 scrum sprints and assigned its specialized Social
Media Business Analysts to study the needs of clients and
understand the objectives, anticipated user stories, briefs
and scenarios. The project was communication intensive
with thorough focus on the minute details and nitty-gritty's
of the project. Ephlux Project Management Team,
associated partners and client held frequent meetings
nearly every alternate day to make sure the analysis is
performed flawlessly.
Meanwhile in the analysis phase, the design team kicked
off with the known elements such as banners, buttons and
style sheet of the project. In parallel the database and
development team started developing generic modules
which got finalized in the analysis.
The main modules of the project were the Nominee Point
System, Application Back Office, integration with external
system via Windows Service and Registration Module for
Facebook users and external users. The Nominee Point
System required nominators and sponsors to post videos,
pictures and other interactive content (Youtube
integration) if they want their particular nominee to win
the scholarship and get rewarded.
The practical element of the Application was the
need of allowing nominators to nominate
individuals who were non-Facebook users. As a lot
of parents and guardians are not present on
Facebook but could be well deserving candidates of
the scholarship, to cover this aspect Ephlux
developed a smart option of nominating any
individual who is not on Facebook. On a weekly
basis the system would generate a report and
display the top nominations who secured highest
points with the help of the content shared by their
Sponsors and nominators.
On the customers end there was an external entity,
a funding organization that provided scholarships,
and wanted to support this program. To take full
benefit of the customer's relationship with the
funding organization, another criterion was
introduced for the scholarship points. This required
the nominee to write an essay and send it to the
organization, upon which the organization would
award special points to the nominee. For this
Ephlux developed a special integrated module that
would transact this information with the external
system of the funding organization.
During nomination process, nominators can build a
case for the nomination and add videos and
pictures of nominator. Pictures are saved in their
Facebook albums, and videos on Youtube.
Every sponsor is then given a build case screen so that they can add more material. The administrative back office allowed the management to monitor different marketing and sales aspect as a result of the Application. Plus the administrative controls allowed the management to control the point system based on the user response and feedback. The Application UI design was highly modern with Facebook Jquery controls and elements which created a brilliant look and feel.
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The Viral Buzz
The Application was released in 3 months with 3 sprints in the entire project. The Application was released in 3 months with 3 sprints in the entire project. Within one week of application release the application had 5000 active users and 1300 user installation on Facebook within USA only. The application is currently growing exponentially among Facebook users and the company is enjoying extraordinary viral marketing results.
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Insights
Thought Leadership
