General insight of digital medium.
1. Nature of digital environment.
2. THINK digital.
3. Principles of digital marketing.
4. "Traditiona;" digital mediuml
5. "New" digital medium
2. @DUNG NGUYEN â former Head of planning, Climax Agency
@HUY NGUYEN â Experience Director, Ogilvy One
2
3. OUTLINE:
⢠NATURE OF DIGITAL
⢠THINK âDIGITALâ
⢠PRINCIPLES OF DIGITAL MARKETING:
⢠âTRADITIONALâ DIGITAL MEDIUM:
â DISPLAY ADS
â MICROSITE
â SOCIAL MEDIA (FACEBOOK, FORUM, YOUTUBE)
⢠âNEWâ DIGITAL MEDIUM:
â MOBILE MARKETING
â âNEWâ SOCIAL MEDIA
3
5. SMALL DISCUSSION:
HĂY THẢO LUẏN THEO NHĂM (NHĆŻ NHᝎNG NGĆŻáťI TIĂU
DĂNG):
⢠3 LĂ DO KHIáşžN Báş N THĂCH XEM TV ADS?
⢠3 LĂ DO KHIáşžN Báş N THĂCH THAM GIA ONLINE CAMPAIGN?
⢠3 LĂ DO KHIáşžN Báş N THĂCH TĆŻĆ NG TĂC TRĂN MOBILE?
⢠3 LĂ DO KHIáşžN Báş N THĂCH LĆŻáťT TRĂN TABLET?
5
11. 2nd SCREEN: LAPTOP
HELP ME
GIVE ME A BECOME
CHALLENGE WHAT I
WANT
LET ME SHOW
TEACH ME
YOU WHAT I
SOMETHING
âVE LEARNT
GIVE GIVE ME
SOMETHING SOME
MAKE ME COMPETI 11
LOOK GOOD TION
13. 3rd SCREEN: SMARTPHONE
MAKE ME MUST
FEEL I KNOW ME
BELONG PERFECT
HELP ME
HELP ME FIT MAKE THE
IN MOST OF
MYSELF
KEEP ME ON
SURPRISE
TOP OF MY
ME
LIFE 13
14. 3.5 SCREEN: TABLET
PROVOKE ENABLE
ACTION COMPETENCE
PROVIDE
CURATE LIFE
EXPERIENCE
ENHANCE INTERACT
FLEXIBILITY SEAMLESSLY 14
17. Cokeâs âFans Firstâ Approach in
Social Communities
Michael Donnelly
Group Director, Worldwide Interactive Marketing
17
18. our home page isnât
just coke.com, it is
google.com
18
19. and today, Iâd sayâŚ
our home page isnât just
coke.com, it is
google.com and
hyves.nl and
twitter.com and
youtube.com and
facebook.com and
studiVZ.net 19
20. WHO IS TOTALLY âDIGITALâ?
⢠Nestle 100 nÄm:
http://www.nestle100nam.com/
⢠Vietnam lưᝣc sáť:
http://www.facebook.com/vietnamsuluoc
20
34. 3 THINGS TO START THINK âDIGITALâ
1. Most of what matters to your business is
happening outside your business
2. Digital is not a
medium, but an
infrastructure
3. Creating
relevance, not
awareness 34
35. 1. Most of what matters to your business is
happening outside your business
4 people relevant to your business â on internet
35
36. 1. Most of what matters to your business is
happening outside your business
36
37. 2. Digitally tell the traditional story
http://www.f-i.com/google/ramayana/
37
40. DIGITAL MARKETING â THE ROLE
⢠TVC, OOH, Radio
ATL ⢠Creating mass awareness
⢠Event, PR, Activation
BTL ⢠Product trial & Credibility
⢠Digital
TL ⢠Engagement &
Experience, CRM
40
41. FRAMEWORK: PAID.OWNED.EARNED MEDIA
P O E
Advertising in media (TV, Web Site, facebook page of Opinions of friends and
Internet, Radio, outdoor, print) the brand family, word of mouth
Supermarket POSM Catalogue or magazine Opinions of surfers
Trade fairs/Sponsored events of the brand, Brand (blogs, forums, community
event, promotional gifts networks, etc ...)
Press coverage 41
42. PAID.OWNED.EARNED MEDIA
P O E
⢠Drive traffic ⢠You can control ⢠Credibly
⢠Build awareness ⢠Content is King ⢠Spreadable idea
⢠Get instant ⢠Beneficial ⢠Open a
attention ⢠Product information conversation
⢠Communication
product
⢠High cost ⢠Few people to visit & ⢠Need a platform
⢠You interrupt revisit ⢠Canât control
people ⢠Compete with nature
42
information sources
43. PAID.OWNED.EARNED MEDIA â DIGITAL - @OGILVY
VSEM
Paid Display Ads
Content Partnerships
YouTube Promotion
Blog Networks
Sharing
VSEO/Search Optimization
Earned Blogs
Influencer Network
YouTube Embeds
Reviews
Brand Dotcom
Landing Pages
Owned YouTube Channel
Video Sharing Channels
Facebook Page
Twitter Feed
49. 4.1 DISPLAY ADS:
70 â 75% budget of DM in VN
5 ad position â 15 ads in 1 min
49
50. 4.1 DISPLAY ADS:
âWe SELL, or elseââ David Ogilvy
âYou are IRRESITABLE, or INVISIBLE, just one.â â Seth Godin
50
51. TVC vs DISPLAY ADS
TVC DISPLAY ADS
FULL SCREEN, 30s ATTENTION
300x250 (9.2%), 20s ATTENTION
20% PERCENTAGE OF TIME
100% AVAILABLE WITH CONTENT
1 TVC AT THE ONE TIME
5-10 ADS AT THE SAME TIME
10-15 ADS IN 3-5 MINS
15-45 ADS IN 1 MINUTE
51
61. ROT & EXPERIENCE MANAGEMENT
< 10s < 30s < 60s > 1,800s
Off-topic or mis-
Off-topic Not interested EVANGELIST
click
Do you have
What else can i
What do they SOMETHING
Can they DO do FOR YOU?
SEE & (MORE
something? What will you
Remember ? INTERESTING)
REWARD me?
else?
61
63. MAXIMIZE TIME-ON-SITE
⢠What do you do to obtain average 28-min time-on-
site?
⢠http://www.youtube.com/watch?v=SLWPYdsV7po
⢠http://www.youtube.com/watch?v=ngIiVLNMjv0
63
67. THE 1% RULE
⢠âOn internet, only 1% of visitors generate useful
content for website. 9% of visitors will read &
comment. And 90% just read-only.â
⢠âThe sharing demand is RARELY. The reading
demand is DAILY. The tipping-point is when the
RARELY can satisfy the DAILY demand.â
67
71. THE RULE OF ABS
⢠ABS = Above the Scroll
⢠â50% of visitors never scroll down off the 1st
screenâ
⢠âYou have your first screen and 7-10s to
persuade the visitors to click, otherwise theyâll
bounceâ.
71
76. @Coke social media ppt:
âIn the past â We were not building sustainable relationshipsâ
Campaigns Based on
Traditional Campaigns Earning Sustainable Relationships
Fans/Follows/Friends
Fans/Follows/Friends
Time Time
Traditional Campaigns start from zero and abandon the audience
theyâve amassed upon completion. Campaigns based on earning
Sustainable Relationships leverage the existing audience and grow
it for future use. 76
77. 4.3 â SOCIAL MEDIA PLATFORM
Content-
Hierarchy Connect
orientation
SHOWCASE Forum
Facebook Youtube
(Webtretho/Tinhte)
âBUTTONâ âIs it allow? Is
âWhat is it? Who
there anyone else âWhat is it?â
post it?â
also interest in it?â
SUCCESS FACTOR
Content &
Admin & Content Content
Influencer
77
79. SHOWCASE: HONDA 12 CĂ TĂNH 2010
⢠The brief: digital handle recruitment phase of
reality show âHonda 12 cĂĄ tĂnhâ
⢠The challenge: last year â with 360â communication
and online handle by Yeah1, only 216 clips
submited. 79
80. SHOWCASE:
1,100 clips
200,000 unique
visitors in 17
HONDA 12 CA TINH days
http://12catinh.honda.com.vn/
80
81. SHOWCASE: HONDA 12 CĂ TĂNH 2010
The traffic of 2010 is 4,7 times
more than the show of 2009.
The number of particapants is
5,2 times more than the show
of 2009: 1000+ clips to 200+
clips in 2009,
81
82. QUICK LESSION FROM @COKE:
⢠SMM is a tactic and should always be in support of brand objectives
⢠These platforms change frequently and can be very disruptive
⢠Keep it simple and intuitive â fewer objectives is better and shorten usersâ
paths at every opportunity
⢠Silly to start from zeroâŚ
⢠âViralâ shouldnât BE your strategy â just part of a comprehensive plan
⢠Clear the Legal hurdles first â this is new for everyone so legitimate questions
arise around every corner
⢠Always work with prosâŚThere is no âsticking your toe in the waterâ
⢠Each new Community is an entirely new market and should be treated as
such
⢠Moderation is a must!
82
90. Vitamin Waterâs Flavor CreatorâŚ
90
flavor creator lab environment within the vitaminwater facebook fan page
91. Determined flavor via conversation mining & rankingâŚ
cloud tagging- shows the ranking of flavors
91
and allows you to navigate for more information
92. THE RESULTS:
7+ minutes of engagement
per app session
tens of thousands of total votes
40K unique label designers
174% increase in fans 92
93. Say hello toâŚconnect
⢠black cherry-lime
⢠caffeine + 8 key
nutrients
⢠made by fans, for fans
on
⢠in stores march 1st
93