PACE Institute CMO Training Program - EQVN Training - Part 10 - Internet Marketing Case Study

2. Chương trình đào tạo
GIÁM ĐỐC MARKETING
Chuyênđề:
TIẾP THỊ SỐ VÀ
TRUYỀN THÔNG XÃ HỘI
(Digital Marketing & Social Media)

3. Case Study 1:
Truyền thông xã hội cho doanh
nghiệp vừa & nhỏ

4. Le Nguyen Fashion
 “Thay chu yeu ng ta
goi dt hoi ve size, gia
ca, la ng ta thay tren
fb”
– Hiển Đỗ / Owner

5. Trang Fan Page

6. Marketing tool

7. As recruitment tool

8. “Áo thun” trên ZingMe fanpage

9. Contest & Hoạt động

10. Converse trên ZingMe Fanpage

11. Case Study 2:
Oracle B2B

12. Oracle – BBC whitepaper campaign

13. Mục tiêu
Objective
Key Objective: To generate leads through
whitepaper downloads (100 leads)
Target Audience: SMEs
Markets: ASEAN (Singapore, Malaysia,
Thailand, Indonesia, Vietnam,
Philippines)
Duration: 4 weeks

14. Case Study – Oracle Asia
Solution
A microsite was built.
The campaign comprised of banners on
BBC.com and Video on Demand, which
lead users to the microsite
URL:http://crmondemand.oracle.com

15. Case Study – Oracle Asia
Results
Banners - Impressions: 750,198 | Clicks:
2,237 CTR: 0.3%
Video - Streams: 232,496 | Clicks: 8,414
CTR: 3.62%
- Companion banner (CTR): 1.74%
- Total number of eBooks/ Whitepapers
downloaded: 80

16. Case Study 3:
Integrated Marketing

17. Mechanics of a Digitally Integrated Campaign
TVC + Print + OOH + Text2Win + IVR + Banners + Microsite
+ CRM
SMS for
Receives Results:
Thank You
Prize
SMS
Touchpoints: -Target Audience
Registers
has 16 potential
Target
on Micro- brand interactions
Receives site
Watches Sends SMS Prize (compared to
TVC SMS Notification three)
Message
-Client can discern
Target Receives
Text to win
Thank Consumer effectiveness of TV
Sees Send SMS Is entered
Banners
You
Into DB
vs. Print + Web vs.
meesage Receives IVR
IVR Prize Quiz Mobile advertising
Notification Game
for future
Target Receives campaigns
Registers
Thank
Sees On
You
Print Ad Microsite
Email
-Database is
collected for future
CRM usage with
Traditional multiple
Touchpoint: 1 touchpoints &
ongoing
Digital Red = User Initiated interactions
Touchpoint: 1 Action recorded

18. ATL + MOBILE =
INTERACTIVITY + MEASUREMENT
MeasurementWhat do we learn? we do?
Response Per in all What can
HTV Ad types of advertising
45 is the critical
1.VTV and HTV7 messaging
1.Test the
7
indicator for have the most change the copy for
the and
VTV 86 success ofsuccess ofon poorly performing ads
a the TV
campaign. campaigns
V
T
VTC 23 1.Stop advertising on
Let‟s see how is more
1.TV some channels and
Yea mobile marketing can than Print
effective select others or increase
h1 + SMS 2 (about 4-5X)
help brand(s)
analyze which
frequency on effective
channels
1.Either the Yeah1
Thanh
15 channels and
Nhien and Saigon Giai new direct
communication are 1.Utilize
Print
Phong campaigns to potential
access
Tuoi 12 most effective for
the
Tre you are the wrong customers through
Tiep Thi demographic or the Mobile/Digital
interactive
Gia 0 messagingmarketing
is wrong
Dinh

19. Case Study 4:
Adidas – Basketball is brotherhood

20. Mobile Engagement Strategy
Consumer
Action
Television Outdoor Online
Radio Print
Text „Team‟ to 23452
Enga
geme
nt
Target Audience
Mobile Media
Activate, Engage, Relat SMS/IVR
Opt
SMS IN In
Communicate ionsh
Product, Athletes, Photos, ip OUT
Wallpaper, Ringtones

21. Television

22. IN STORE

23. Online

24. Engagement Strategy
Text from TMac
Call from Gilbert
Engagement
Text from Duncan
Call from KG
Engagement
Text from Gilbert
Text from KG
Call from Duncan
Call from TMac
Engagement
INCOMING SMS
Thanks for joining the
Brotherhood. Get free
Wallpapers and
Ringtones Click Here.
Rply END 2 quit.
INCOMING SMS
Get a Customized
INCOMING SMS
INCOMING SMS Voicemail from the
Your are now part of Brotherhood - Click
Get a Customized Here. Rply END 2
the brotherhood. Ringtone from the
Look for calls from quit.
Brotherhood - Click
Gilbert, Chauncey, Here. Rply END 2
Howard, & the whole quit.
team (4 in 12 days).
Rply END 2 quit.

25. 3107664906

27. Results

28. Case Study 5:
Dulux – Own a color

30. Case Study 6:
Coke – Design your coke

31. 31
31

32. 32
32

33. www.mycoke.com
Communicate your website address
Drive audience to your website and back into the real world

34. Encourage participation with exclusive incentives
mycoke.com “Design The World A Coke” contest

35. Personalise your own Coke bottle design

36. 1000’s of ways to express yourself

37. “Mash up”, rate and share your design with friends

38. Share brand / user-generated content as downloads

40. Build your brand database and opportunities
for audience interactive experiences and ongoing dialogue

41. Provide incentives to entice your audience to share their details
mycoke ‘CC Metro,’ is a 3D virtual environment offering a completely new experience

42. Drive customer acquisition
Members can personalize their space, socialize with other members, upload, access
music-mixers, gaming, sports and entertainment,
including paintballing, a skate park and a theater featuring exclusive videos.

43. Drive customer acquisition
mycoke.com
Integrate online and offline marketing activities to drive your
audience to your website and back into their real social networks
mycoke.com > my fest