eCMO 2010 Doing Branding digital = stealing money from TV

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Mr. Kenneth Wan, Business Director, GroupM Interaction

Mr. Kenneth Wan, Business Director, GroupM Interaction

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Transcript

  • 1. “e” Behind Rebranding Strategy
  • 2. Observation #1 There is a Myth is the best tool for branding
  • 3. Awareness Engagement
  • 4. Top 10 websites in HONG KONG 5 out of 10 are social media / networking sites 1 YAHOO.COM.HK 3.342Mil 2 FACEBOOK.COM 2.628mil 3 LIVE.COM 2.370mil 4 GOOGLE.COM 2.036mil 5 YOUTUBE.COM 1.880mil 6 DISCUSS.COM.HK 1.600mil 7 UWANTS.COM 1.410mil 8 BLOGGER.COM 1.209mil 9 Baidu.COM 1.167mil 10TVB.com 1.146mil Source: Comscore Mar 2010
  • 5. Observation #2 High Level of Media Integration
  • 6. Cross Media Integration
  • 7. Digital Integration
  • 8. Observation #3 Powerful Online Brand
  • 9. Top 10 websites in HONG KONG 5 out of 10 are social media / networking sites 1 YAHOO.COM.HK 3.342Mil 2 FACEBOOK.COM 2.628mil 3 LIVE.COM 2.370mil 4 GOOGLE.COM 2.036mil 5 YOUTUBE.COM 1.880mil 6 DISCUSS.COM.HK 1.600mil 7 UWANTS.COM 1.410mil 8 BLOGGER.COM 1.209mil 9 Baidu.COM 1.167mil 10TVB.com 1.146mil Source: Comscore Mar 2010
  • 10. Observation #4 Risk or Opportunity?
  • 11. 器量
  • 12. 1. Listening 2. Influence 3. Collaboration 4. 器量
  • 13. How?
  • 14. Kenneth Wan Kenneth.wan@groupm.com