From campaign big idea to content marketing, leveraging Social Media.

1. FROM BIG IDEA TO CONTENT
MARKETING
SOCIAL MEDIA
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2. BEHAVIORAL MODEL (DENTSU)
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3. BEHAVIORAL MODEL (DENTSU)
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5. SOCIAL MEDIA ???
• Social media is just another media channels
• = MEDIA + SOCIAL
HOW MEDIA EVOLE TO “SOCIAL”
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22. JUST IMAGE
JOINING SOCIAL MEDIA IS LIKE
…GOING TO PARTY !!!
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23. 7 THINGS TO DO
BEFORE.IN.AFTER PARTY
• BEFORE:
– 1. Listen:
– 2. Prepare:
• IN:
– 3. Break the Ice
– 4. Engage
– 5. Keep connected
• AFTER:
– 6. Monitor
– 7. Classification relationship.
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24. BEFORE PARTY: 1. Listen
Hey, wanna to join us on party?
Hmm, what is the idea of this party?
How do those guys there have fun?
Who will be there? Who I need to know?
How should I behave & look like?
Where & when? 24

25. our home page isn’t
just coke.com, it is
google.com
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26. and today, I’d say…
our home page isn’t just
coke.com, it is
google.com and
hyves.nl and
twitter.com and
youtube.com and
facebook.com and
studiVZ.net 26

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32. BEFORE PARTY: 2. Prepare
Appearance Content/Gossip Target/Objective
Contest/promotion/break What do you want to
Design material
the ice know? Have?
Who do you want to
Long term conversation
Landing pages meet? Make relationship
platform
with?
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35. 2. Prepare – be suitable
OR
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36. 2. Prepare – be suitable
OR
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39. 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 – fewer objectives is better and shorten users’
paths at every opportunity
• Silly to start from zero…
• “Viral” shouldn’t BE your strategy – just part of a comprehensive plan
• Clear the Legal hurdles first – this is new for everyone so legitimate questions
arise around every corner
• Always work with pros…There is no “sticking your toe in the water”
• Each new Community is an entirely new market and should be treated as
such
• Moderation is a must!
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41. IN PARTY: 3. Break the ice
• Introducing your fanpage: contest & paid media
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42. IN PARTY: 3. Break the ice
“We SELL, or else”– David Ogilvy
“You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin
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43. “NÓI TO, NÓI TỐT. NÓI NHỎ, NÓI CHÂN THÀNH’
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46. IN PARTY: 4. ENGAGE
• Choose the group/target
• Get in
• Have a great story. Be a good listener. Interact.
• Content is dead. Conversation is the goal.
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55. IN PARTY: 5. KEEP CONNECTED
You guys are awesome, how can we stay
connected then?
• Subscribe/Like us on Facebook/Twitter.
• Subscribe to our Mailing/SMS list: never miss a
chance & be the 1st to know.
• More friends, more fun.
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58. SOCIAL MEDIA PLATFORM
Content-
Hierarchy Connect
orientation
SHOWCASE Forum
Facebook Youtube
(Webtretho/Tinhte)
“BUTTON” “Is it allow? Is
“What is it? Who
there anyone else “What is it?”
post it?”
also interest in it?”
SUCCESS FACTOR
Content &
Admin & Content Content
Influencer
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59. FORUM PLATFORM
• TRADITIONAL
COMMUNITY SITE:
Hierarchy relationship
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60. SHOWCASE: HONDA 12 CÁ TÍNH 2010
• The brief: digital handle recruitment phase of
reality show “Honda 12 cá tính”
• The challenge: last year – with 360’ communication
and online handle by Yeah1, only 216 clips
submited. 60

61. SHOWCASE:
1,100 clips
200,000 unique
visitors in 17
HONDA 12 CA TINH days
http://12catinh.honda.com.vn/
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62. SHOWCASE: HONDA 12 CÁ TÍNH 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,
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63. WIIFM?
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64. AFTER PARTY: 6. MONITORING
How those guys in party say about me?
Fuck, what did you do, man? They are crazy about you !!!
Hmm? Mmm, it’s okie.
Well, some guys didn’t seem to like you … I’ll show you why.
Bros, please – I don’t want to talk about it…
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66. Bro, please – I don’t want to talk about it…
• http://www.youtube.com/watch?v=fVzF_CY22ss
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69. HATERS GONNA TO HATE:
4 people relevant to your business – on internet
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71. 7. CLASSIFICATION RELATIONSHIP
• Social is a great way to do CRM
with our existing consumer.
• Social media is where people first
(not-so-much) effort to learn
about our product.
• Social media is a good choice to
do Brand Activation.
 Social media is just a portal, we
need classification. 71

72. @Coke social media:
“In the past – We were not building sustainable relationships”
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
they’ve amassed upon completion. Campaigns based on earning
Sustainable Relationships leverage the existing audience and grow
it for future use. 72

73. 7. CLASSIFICATION RELATIONSHIP
• Social is a great way to do CRM with our
existing consumer.
• CONVERT TO OWNED MEDIA: do lead generation -
acquire data & do CRM through Owned Media.
• Social media is where people first (not-so-
much) effort to learn about our product.
• BE HELPFUL: product tutorial, brand introduction, free
sample, live Q&A
• Social media is a good choice to do Brand
Activation.
• BE INTERESTING: increase brand available among
consumer conversation
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74. WHAT ARE YOUR CONSUMER REALLY WORTH?
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75. WHAT ARE YOUR CONSUMER REALLY WORTH?
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78. SOCIAL CROWDSOURCING
Vitamin Water’s Flavor Creator…
Ask the consumer/public
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flavor creator lab environment within the vitaminwater facebook fan page

79. Determined flavor via conversation mining & ranking…
cloud tagging- shows the ranking of flavors
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and allows you to navigate for more information

80. THE RESULTS:
7+ minutes of engagement
per app session
tens of thousands of total votes
40K unique label designers
174% increase in fans 80

81. Say hello to…connect
• black cherry-lime
• caffeine + 8 key
nutrients
• made by fans, for fans
on
• in stores march 1st
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82. FROM ADVERTISING TO SOCIAL
• http://www.facebook.com/socialogilvy
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89. THANK YOU
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