4. Product Information
• Gambling website with 7 kinds of gambling
and 2 cheeses games
• Can exchange gold and coins in game for real
products or service
• Player can interact with their friends and show
off their personality lifestyle
5. Customer Analysis
Target Customer
e-Demographics e-Psychographics e-Habits
- Age: 14-35 - Online Activities: - Frequency of online: >
Facebook/ Game/ 2 hours/ day
- Gender: Male/ Female
Music/ Movie… Online
- Nationality: Vietnam
Communities/ Chat
(focus on HN & HCM)
Chit/ Relaxing
- Sociality class: A, B, C - Attitudes: All
- Interests: All
Reference source: Cimigo NetCitizens
10. Strategy
• Create a big buzz for launching to get large traffic
• Use big promotion campaign to attract the
players
• Marketing focus on Facebook and others
activities lead visitors to the Facebook fanpage.
At the present time, maybe they don’t want to try
products/ services but with Facebook viral
features will make them remember to the brand
site.
(To get 10,000 people visit the site each month and 10% of them purchase,
website must attract 100,000 visitors, but only a few people decided to buy from
you.)
11. Goals target
• Web traffic: 1.500.000 visitors
• Facebook fan: 150.000 fans
Timed: 3 weeks
• Number of players: 15.000
- 5.000 players from Facebook
- 10.000 players from online advertising
• Brand Awareness
12. Goals target & Tactical
Marketing Objective Tools & Tactical
• Ad campaign focus on websites with high traffic &
large communities have target audiences
Web traffic
• Social media activities build black link to the
website
• Contest fanpage
• Facbook event
Facebook fan
• Facebook apps
• Fan viral marketing service
• Increase web traffic
• Promotion
Number of players
• PR content
• Google Ad words
• Advertising
• Facebook
Brand awareness
• PR content
• Event (x)
14. Campaign’s Message
Value prize to attracted the player
(Win iPhone 5)
Difference & benefits of products/ services with
Must contain information: other competitors
(Exchange point or cash in game to products or
services in real life)
Lead to action
15. Campaign’s Message
• Chơi Game Ảo – Đổi Quà (Tiền) Thật –
Trúng iPhone 5
or
• Chơi Casino – Nhận Quà Cực Shock –
Trúng iPhone 5
17. Advertising Channels
Online Marketing Tools for Campaign
Website Social Media Ad Banner Google Marketing
Email Marketing Facebook Website Google Ad words
Forum Forum (Box game) Forum
Google +
PR contents
Twitter
reference
Viral interactive YouTube
Zing page
19. Email Marketing
Email Marketing for Launching Campaign
Email Template
- Title: Campaign’s Message ( Chơi tiến lên – Đổi tiền thật – Trúng iPhone 5)
- Content: Promotion contend
- Design: Promotion campaign
Email Database
- Database collected from player information
- Database collected from website/ forum have target audiences
- Existing Database
Sever Mail
20. Email Marketing Template
From: caothuviet.com
To: player
Campaign’s Message (Chơi game ảo
– Đổi quà thật – Trúng iPhone 5)
Promotion Content ( Nội dung
khuyến mãi )
---------------
---------------
----------------
Play
www.facebook.com/caothuviet
21. KPI
Database Open Click
Database collected from
0,2
players information
Database collected from
0,05
website/ forum
Existing Database ----
24. PR contents
Articles Time Google
on site Goals
Article 1: Đảm bảo an toàn khi đăng nhập bằng
facebook/ gmail/ yahoo
Article 2: Hướng dẫn cách nạp tiền
Supporting Article 3: Hướng dẫn chơi game: poker/ xito/ tiến
lên miền bắc…
Article 5: Hướng dẫn đổi tiền ảo trong game lấy
dịch vụ/ sản phẩm
Article 6: Chơi tiến lên – Đổi tiền thật – Trúng
iPhone 5
PR/
Promotions Article 7: Caothuviet, cộng đồng Casino lớn nhất
Việt Nam…
Article 8: Tặng điểm thưởng khi mời bạn bè tham
gia trò chời
25. Viral Interactive
• Users can share their awards or game activities
on their Facebook wall
EX:
- về nhất..
- Chặt hẻo
- 3 đôi thông
- Địa chủ
- Phú hộ…
- Fun… fun… fun….. & fun….
31. Website and Forum
Website information
Website Page Views/ Visit Target Banner Why choose
Audiences position
1 Nhac cua tui 400.000.000 18-35 Play list
2 Phim vang 3.300.000/ 20.120.000 18-35 A6
2 Xuong phim ---- 18-35 ---
3 Phim so 1 vn ---- 18-35 ---
Forum information
Forum Page Views/ Visit Target Banner Why choose
Audience position
1 VN-Zoom >18,19 Loyalty/Bran
2 VOZForums 12.100.000/ 70.000.000 >18,19 Loyalty/Brand
3 Mat ngu 12 N/A Teen Loyalty/Brand
chom sao
4 Truong ton Teen
32. Website and Forum
Price Time Total price Goals visitor
nhaccuatui 50tr/ week 1 week 50tr 1.000.000
Phim vang 2tr/moth 4 weeks 2tr 300.000
Xuong phim 2tr/moth 4 weeks 2tr 300.000
Phimso1.vn 2tr/moth 4 weeks 2tr 300.000
VOZForum 6tr/week 2 weeks 12tr 20.000
VN-Zoom 8tr/week 2 weeks 16tr 20.000
Mat ngu 12 1,2tr/week 3 3,6 n/a
chom sao
…
Total 87,6tr 1.700.00
33. Ad Banner Media Plan
Week 1 Week 2 Week 3
4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
S S S S S S
nhaccuatui x x x x x x x
Phim vang x x x x x x x x x x x x x x x x x x x x x
Xuong phim x x x x x x x x x x x x x x x x x x x x x
Phimso1.vn x x x x x X x x x x x x x x x x x x x x x
VOZForum x x x x x X x x x x x x x x
(16-28)
VN-Zoom x x x x x x x x x x x x x x
Mat Ngu x x x x x x x x x x x x x x x x x x x x x
Truong Ton x x x x x x x x x x x x x x x x x x x x x
53. Facebook Strategy
• Use big promotion to attract Facebook users and
Facebook viral marketing to announce the
campaign.
• Facebook campaign must attain 2 goals: get people
to like page and lead audiences play the game.
• Facebook app
Facebook Marketing • Facebook contest
Activities • Facebook event
• Facebook viral services
54. Strategy & Tactical
Strategy Tools & Tactical
- Building facebook apps that people can play game on page
- Players can share achievements, awards, activities… on
Facebook Apps their wall
- Coordinate with other pages which has a huge fans to get
users
- Organize contest “Caothuviet Challenger”. Player who on
top 20 highest score of day will receive promotion gifts.
Contest Fanpage
(High score Not high cash)
- Contest organize on facebook and official website
- Organize event: “Chơi tiến lên – Đổi tiền thật – Trúng
iPhone 5 và hàng ngàn giải thưởng hấp dẫn khác” on
facebook
Facebook Event
- Use invite friends function of facebook
- Coordinate with other fanpages which has a huge fans to
organize and announce for the event
- Message post on wall of other page (park 1)
Facebook Viral Service
- Facebook Apps (park 2)
55. • Notes:
- Facebook Viral service:
1. Message post on wall of other page: là dịch
vụ thuê lại các page khác để lan truyền
thông tin về page muốn tăng like
2. Apps page: Là dịch vụ thuê lại các page khác
và tăng like thông qua các app để tăng like.
Người like sẽ ko biết trước thông tin của
page sẽ like.
56. Facebook Campaign Cost
Activities Information Time Total price Fans achieve
Facebook Apps Self employ 2 week -
Contest Fanpage Self employ 3 weeks -
Facebook Events 500k/page x (10 page) 3 weeks 5tr 50.000
FB Viral Service 300k/status/day x (10 15days 15tr
(Park 1) page)
FB Viral Service 6tr/week 2 weeks 40tr 100.000
(Park 2)
Total 60tr 150.00
57. Facebook Media Plan
Week 1 Week 2 Week 3
4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
S S S S S S
Facebook x x x x x x x x x x x x x x x x x x x x x
Apps
Contest x x x x x x x x x x x x x x x x x x x x x
Fanpage
Facebook x x x x x x x x x x x x x x x x x x x x x
Events
FB Viral x x x x x x x x x x x x x x x
Service
(Park 1)
FB Viral Launch before deal line of campaign 2 weeks.
Service Phải chạy trước 2 tuần để tăng hiệu quả và thống kê các hoạt động
(Park 2) còn lại.
Reserve - - - - - - - - - - - - - - - - - - - - -
plan
59. Facebook Events
Cao Thu Viet created Chơi Casino – Nhận Áo Thun Cực
Shock – Trúng iPhone 5
60. Facebook Page & Website interactive
To get highly interactive & effective between
Social Media (facebook) and Online Advertising
campaign, the website must have “popup Like
function” to keep visitors stay on site and
remember brand site.
61. Facebook Page & Website interactive
What’s “popup Like function”?
…Does its spam?
…Does its make disturbed?
… How to get highly interactive effective?
81. Ad Banner Cost
Price Time Total price
nhaccuatui 50tr/ week 1 week 50tr
Phim vang 2tr/moth 4 weeks 2tr
Xuong phim 2tr/moth 4 weeks 2tr
Phimso1.vn 2tr/moth 4 weeks 2tr
VOZForum 6tr/week 2 weeks 12tr
(16-28)
VN-Zoom 8tr/week 2 weeks 16tr
Mat ngu 12 chom 1,2tr/week 3 3,6
sao
…
Total 87,6tr
82. Facebook Cost
Cost Time Total price
Facebook Apps Self employ 2 week -
Contest Fanpage Self employ 3 weeks -
Facebook Events 500k/page x (10 page) 3 weeks 5tr
FB Viral Service (Park 1) 300k/status/day x (10 page) 15days 15tr
FB Viral Service (Park 2) 6tr/week 2 weeks 40tr
Total 60tr
83. Google Ad words Cost
Cost Time Total price
Google Ad words 4tr 3 week 4tr
84. Total cost
Cost
Ad Banner 87,6tr
Facebook 60
Google Ad words 4tr
Total 151,6tr
Budget Distribution
Ad Banner: 57,8%
Facebook: 39,6%
Google Ad words: 2,6%
86. Media Plan
Week 1 Week 2 Week 3
4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
S S S S S S
Ad banner x x x x x x x x x x x x x x x x x x x x x
Contest FP x x x x x x x x x x x x x x x x x x x x x
FB event x x x x x x x x x x x x x x x
FB message x x x x x x x x x x x x x x x
(paid)
FB apps x x x x x x x
(paid)
Forum x x x x x x x x x x x x x x x
seeding
Google ad x x x x x x x x x x x x x x x x x x x x x
words
87. Work Breakdown Structure
Promotion Website Advertising Facebook Forum seeding
Xin giấy phép Build forum Booking Build page Prepare PR
tổ chức KM (x) Build popup ad banner apps content for
Thể lệ tham like to lead Banner Prepare website,
gia chương visitors on design content forum
trình website to Booking Prepare
Promotion gifts fanpage page content for
Quản lý Banner Logo, cover forum
chương trình design design seeding
Tổ chức trao Email Building Username
thưởng template content for for forum
fanpage seeding
88. Human Resource
Human Components for Campaign
Marketing Creative IT
- Ad Banner - Facebook apps
- Email Marketing - Interactive Facebook &
- Facebook Website
89. Work Process
Tuần Dự Trữ
2 3 4 5 6 7 8 2 3 4 5 6 7 8 2 3 4 5 6 7 8 2 3 4 5 6 7 8
1 Promotion planning
2 Banner booking
3 Facebook content
4 Forum seeding
content
5 Design
6 IT
7
. …………..
…………...
Sheet for reference, actually process depends on the human condition
91. Measuring Campaign Performance
1. Goals Target
• Web traffic results / Traffic goal
• Number of players/ Players goal
• Facebook fans end campaign/ Fans goal
• Rank Alexa at begin campaign/ End campaign
92. Measuring Campaign Performance
2. Brand Awareness
• Google Analytic
Branded Search Visits - (How many people are searching
for my brand and visiting my site?)
Direct Traffic – (How many people are aware of my brand
and visiting my site?)
New Visitors – (How many new visitors is my site
receiving)
• Facebook inside:
Post Views
Post Feedback
93. Measuring Marketing Tools Performance
1. Online Advertising
• Google Analytic
Transfer Traffic - How many people are visit
my site from ad banner?
Google Goals – How many people reach to my
site target? What people do on my site?
95. Measuring Marketing Tools Performance
3. Forum Seeding
• Views
• Thanks
• Comments
• Bad comments
• Transfer link to website (statistics by Google
analytics)
96. Reserves Plan /kế hoạch dự phòng/
Reserves Budget
Reserves Advertising Plan
Reserves Facebook Plan
