HTML5 Marketing Plan and Social Media Campaign 2014-2015
By Kit Huynh

    Canada, HTML5 coin is an online currency which inherited the same payment encryption technology from Bitcoin. HTML5 is designed to deliver faster transaction and eliminated the needs for miners to generate transactions which are the main challenge that Bitcoin is facing. Community is the primary and the only focus that HTML5 development will focus on. HTML5 coin is still fairly new in the Cryptocurrency world. Thus, this marketing plan will focus more on how the community can expand HTML5 coin`s awareness. In order to understand how we can improve the coin awareness we will go through the following topic on this paper: Target Segment, Solution, Implementation Plan and evaluation.

    HTML5 has a strong development team and is backed by BleuTrade exchange, a popular Cryptocurrency trading platform. HTML5 coin also has digital wallets on Window, Linux and Android, the three most popular computer and mobile platforms. The team also has a great number of developers both from core development team and individual community development team. Core development team consist of web designers, computer scientists and promoters that are working directly with HTML5 main developers, Ian Hervey.

    Individual community developers consist of regular traders that want to contribute to the coin growth at their personal interest. Individual community developers promote and develop HTML5 through social media, personal website and e-commerce stores. These individual developers are the much better promoters as they act as the public relation representatives of the coin which is the most efficient and cost effective way to promote a crypto coin.

Target Segment

    Most cryptocurrencies developers start their projects by targeting at advance users who know a lot about IT related subjects. Targeting at this segment will be easy to gain coin value but it becoming harder when all the attention has already shift to high value coins. The advance users segment is even harder to target as these traders are only care about buying coins at low value and sell high. Thus, HTML5 development need to be focusing on a different segment which has not been explored by as many coins developers and provide a clear purpose for coin holders to spend HTML5.Therefore, suggested target segment on this paper is social media users who do not know much about cryptocurrencies and are slowly adopting the new concept. The current trend on social media is to send crypto tips to friends as a reward to liking or commenting post. Having 3rd party tipping bot like WhitePumaBot allows Facebook or Twitters clients to learn about cryptocurrency much faster and provide a clear purpose to spend the coin.

 Alternative Solution

    Now that we have narrowed our target segment down to social media users, we need to identify the alternative approach to implement HTML5 marketing plan. We will go through two suggested alternatives which are implementing tipping campaign through social media and recruiting community developers through social media bounties offer. We will also go through the advantage and disadvantage of each alternative.

    The first alternative for HTML5 marketing plan is implementing promotion on social media tipping through 3rd party tipping companies like WhitePuma . The tipping promotion can be spread quickly with an idea of rewarding friends HTML5 coins for viewing posts. The learning process for crypto tipping is much shorter than downloading and setting up computer wallets as it only require the clients to approve the 3rd party apps to connect to the social media accounts. Third party apps have already came preloaded with HTML5 wallet on the users` web page. Thus the wallets and the social media accounts are connected. However, this method does prompts some risks as HTML5 is opening itself to more competition because most of the 3rd party tipping apps are loaded with multiple cryptocurrencies. Thus, the chances of new HTML5 users switching to another coins are very likely if these coins are more stand out. Social media tipping promotion using third party apps can also be confusing to new users as they may not know that we are promoting HTML5 or the tipping apps.

    Recruiting more individual community developers through social media is another alternative solution. Individual community developers can be very helpful as they are the perfect public relation ambassadors for HTML5. These community developers can also help spread HTML5 awareness around the world as social media do not have any geographical limit. Independent developers can focus on a much smaller group at a time and deliver more impact. For instance, cryptoinfo is one of the many independent developers which provide detail HTML5 tutorial to Canadian crypto users. The independent developers also help segment out basic tutorial for non-technical clients who know nothing about cryptocurrencies and advance tutorial for extreme users who want to develop their own websites, e-commerce stores, and auto tipping blogs. 

    After the alternatives analysis, we have identified social media tipping as a best alternative solution. Social media tipping with HTML5 can be made easily available to more new users in a much shorter time frame with a much lower risk compare to the other alternatives. Targeting at social media segment can help improve coin awareness significantly because it provide a clear purpose for people to spend the coin whether from rewarding good posts or sending money to friend with ease through Facebook or Twitter. Tipping through social media could also be a great marketing tool for artist, self-employers, and contractors as they can pay viewers for liking more of their contents in a few mouse clicks. The tipping procedures are very easy to learn which is perfect to target at non-technical users.

 Implementation Plan

    To bring this solution to live we will need to create an implementation plan which consist of Setting up objective, choosing the budget decision and evaluating promotion result. Each of these steps will help us lay out the detail of how our marketing plan should be implemented and evaluated.

    Informative and reminder advertising are the two tools that we will use in setting up advertising objectives. We will inform all HTML5 users to start using WhitePuma to be our third party tipping apps on social media as a primary tipping platform for HTML5 coins. Provide a high reward system to independent developers to create tutorial on tipping HTML5 with WhitePuma. We will also need to create more funding on developing a dedicated tipping app for HTML5 clients to eliminate the need of 3rd party tipping apps in the near future. Furthermore, our reminder advertising will focus on encouraging independent developers to use social media tipping as the main method to promote future projects and recruitment activities. We suggest community developers to narrow all future projects to be social media related.

    Budget of this marketing project will focus on creating a higher reward system or bounty list to encourage more social media users to join. Suggested budget is 1000,000 HTML5 per individual developer who participate in the promotion. Each developers will recruit at least 5 promoters and provide 10,000 HTML5 to each of these promoters. For every 10 friends the promoters tipped out at 10 percent of total coin received, they will receive another 10,000 H5. The promoters are also recommended to follow the same path to reward more friends below with a lower amount such as 50 HTML5 each friend. Cryptoinfo, for instance, has already done that on Twitter with 100 HTML5 give away to each new follower, 1000 HTML5 for each Retweet, and 10,000 HTML5 for each new promoters who join the promotion. This promotion budget is designed to create higher impact with a much lower cost because the budget coins will only go in circle and expand to a much larger community in a much shorter time. For each 1000,000 HTML5 coin the head developers spent, the estimated amount of new HTML5 users will be as below calculation using Cryptoinfo example.

    1000,000 H5 = 100 promoters (10,000 H5 each promoters)
10,000 H5 from each promoters, assuming each promoters give away 10% of received coin.
Promoters gave away 100 H5 to each friend = (1000/100) * 100(promoters) = 1000 new H5 users
Thus, only by maintaining the circle limiting at the low 10 percent giveaway ratio the expected new HTML5 users is already at 1000 with 1000,000 H5 spent. We have not account in the core promoters who are willing to give away all their H5 received as they want the coin growth further. Thus, spending 1000,000 to recruit 1000 plus new users is a perfect low budget advertising promotion.

Evaluation

    Finally, we will need to have an evaluation process in place to keep track of how much HTML5 is being gave away and how many new users have joined HTML5 coin. We can evaluate the number of new users through total twitter followers per day from each developers or promoters and the total estimated HTML5 gave away. Real expected number can also be evaluated through total users who downloaded digital wallets by counting the total new IP address visited. Android wallet download will be the fastest way to track and evaluate as google market come with download tracking.

    To sum up, this promotion is mainly focus on expanding HTML5 awareness and may have skipped a few important factors that contribute to the coin growth. Recruiting high skill developers, mass funding promotion for new website, new wallets for multiple platforms and HTML5 tipping apps are the few other promotions that HTML5 community is aiming at. With the current growth rate, we are aiming at completing all the suggested promotion above within the next 2 years.