It is designed and conceived to complement rather than compete with other more established social networks like Facebook and Twitter. ruumz, Malaysia’s very own social network site still manages to operate under the same format as the aforementioned social sites. This includes the localisation of content and services, providing a platform for local content and service providers to reach willing customers effectively and generate revenue, providing localised benefits and rewards, and extending the online persona into the offline world, in the form of actual on-ground activities, events and practical services.
James Chong, executive vice president of product services and development conceptualised ruumz for the Green Packet Group, a leading developer of next generation mobile broadband and networking solutions. From the group’s strategic perspective, it was important to address as much of the online ecosystem as possible in terms of group offerings. Therefore, ruumz, as a social media avenue, was established to play an important role in reaching out to the online public, both regionally and domestically. ruumz in turn will be a ready channel to gain insight on online user behavior so the group can tailor its strategies and services to better serve the online community.
ruumz also manages to steer toward already existing platforms for music, movies and images. Among the tools available is the ‘musicruum’, a music subscription service with unlimited legal downloads of songs and photo printing services where ruumzsters’ can directly print their online photo album with free delivery to anywhere in Malaysia.
Their contests and events is what seamlessly merges the online and offline worlds. For example, the current Most Wanted Ruumate search, and other features such as their global chatroom, blogstream and unique ruumz “lite” services are available through mobile phone, at ruumz.com. The key USP comes from the fact that ruumz is a service delivery platform over a living community. This means they are able to support both free and paid services over their platform, and the choice is entirely up to the ruumzsters to consume what they want.
“Our target market ranges from the ages of 15 to 35 years of age, and we plan to attract them through a combination of online and offline activities which encourages our target market to participate by being a ruumzster, and also by providing unique features and services which we believe will be appealing to them and is unique to ruumz,” says Chong.
ruumz today has significantly new features and differences from three months ago, and ruumz by the end of this year is said to change and be improved substantially too, with more and better services, and new features added. “The only way to stay relevant in the online space is to keep up with the speed of developments and trends online. The rewards will only come as long as ruumz stays relevant,” adds Chong.
Constantly seeking to stay in touch with its users, ruumz.com seeks to make ruumz a really fun, entertaining, engaging, useful and meaningful online space to hangout. The concept behind ruumz is that it is your own ruum. The whole ruumz community is like people who stay in the same apartment block or city with you – some are your friends, some you know, some you don’t. Not only can you share with your friends what you want to, but you can also go to various other ruumz to explore and be entertained, such as ‘musicruum’, ‘chatruum’ and upcoming ‘gameruum’, ‘partyruum’ and ‘diningruum’.
ruumz manages to enjoy increasing membership numbers. Ideally 300,000 users are estimated by the end of 2009. The company believes in the concept of “build it, let them know why they should come, and listen and improve to make them stay”. Their key marketing strategy is to communicate their key value propositions and branding initiatives via online channels, partnerships and positive word of mouth from existing ruumzsters (ruumz members).
“Through the Internet, if our communication is executed effectively,represents the most promising platform to generate awareness amongst our target market because it has viral propensity and inclinations like no other. Establishing the right mutually beneficial relationships with the right partners also means a lot to us, and we have been fortunate so far to be able to work in the company of giants such as Acer Computers, Faces Magazine, Samsung, P1 and many more.”
The site holds good opportunities for advertisers and media planners too. Chong is adamant the concept is about sharing with them how Ruumz as a platform will help them reach their target market and goals. Whether it’s online or offline advertising, the objectives remain the same.
“We think online advertising in Malaysia is near its tipping point, and once it is clear that online can reach certain target segments as well as, if not better than, traditional channels, it will drive itself. Ruumz is able to understand the behavior, needs and interests of their target markets, and deliver targeted and customised messages and offers directly to them; that transcend formulaic lines beyond demographics and age groups,” expresses Chong.
This year, especially, as companies look for cost effectiveness in terms of marketing, Chong believes that roughly translates into the highest returns from investments made, and doesn’t necessarily mean advertisers are only keen on making small investments. To this end, ruumz can cater, tailor and customise its features, activities, services and offerings to meet the specific needs of advertisers, beyond banner ads and click throughs.
ruumz can help brands actually engage their target market, have the target market participate in activities which drives not just brand recall but key brand messages on an experiential and engaging level. Ruumz can provide an overall ‘two-way experience’, rather than just a billboard or poster on the wall.
The future of Rummz is yet to be determined but it will be an exciting journey for all in the local digital space.
By Jonathan Lim