Brand development council seminar 20100929

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Matthew Kwan, Principal Consultant of Adams Company Limited (www.adamshk.com) presented this presentation at the Brand Development Council in Hong Kong on Sep 29, 2010. Matthew Kwan highlighted the importance of building a brand over internet and using online channels including SEM, SEO, eDM, Display, Social Media...etc.

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Brand development council seminar 20100929

  1. 1. 香港品牌發展局 2010年「中小企品牌群策營」第四次活動 網上營銷、營得有『品』 關廣智 Matthew Kwan Principal Consultant Adams Company Limited 2010年9月 Copyright © 2010 Adams Company Limited. All rights reserved. 1
  2. 2. Brand is all about PERCEPTION What perception are you really making??? Copyright © 2010 Adams Company Limited. All rights reserved. 2
  3. 3. www.barackobama.com Copyright © 2010 Adams Company Limited. All rights reserved. 3
  4. 4. 全球共18億網民 中國佔4億!* *Source: http://www.cnnic.cn/uploadfiles/pdf/2010/7/15/100708.pdf Copyright © 2010 Adams Company Limited. All rights reserved. 4
  5. 5. Copyright © 2010 Adams Company Limited. All rights reserved. 2009年中國網購8788萬人 RMB1195.2億 平均每人消費RMB1360* *Source: http://www.doc88.com/p-12922993098.html 5
  6. 6. Copyright © 2010 Adams Company Limited. All rights reserved. *Source: May 2010 http://www.ofta.gov.hk/en/datastat/key_stat.html **Source: July, 2009 http://www.sarft.net/cmmb/8684.aspx 2.5G & 3G 手機用戶 HK:5.62M* PRC:740M** 6
  7. 7. Website Copyright © 2010 Adams Company Limited. All rights reserved. 建立品牌,由網站開始 The Beauty of e-Marketing is INTERACTIVE 7
  8. 8. Copyright © 2010 Adams Company Limited. All rights reserved. 4C 成功網站必殺技* Customer Oriented 以客為本 Contextual Content 客戶導向內容 Community 建立支持網絡 Call To Action 鼓勵行動 Read more about 4C 網站必剎技 on http://e-campaign.blogspot.com/2008/07/websites-are-so-important-to-make-e.html 8
  9. 9. Copyright © 2010 Adams Company Limited. All rights reserved. 搜尋器 Search Engine (SEO) & (SEM) 整體互動策略 Overall Integrated Strategy Increase Online Presence Generate Sales Build Members Community Support All Sales Campaigns 社交網站 Social Network 9
  10. 10. Copyright © 2010 Adams Company Limited. All rights reserved. 網上宣傳渠道 e-Marketing Channels Search Engine Optimization Search Engine Marketing e-Mails Display Banner Ad. Social Media 10
  11. 11. Copyright © 2010 Adams Company Limited. All rights reserved. 如何開始網上宣傳… 1. Website 2. Messaging 6. Alliances 5. Customers Databases 3. Newsletters 4. Online Advertising 11
  12. 12. Copyright © 2009 Matthew Kwan. All rights reserved. 12 FeelFeelFeelFeel KnowKnowKnowKnow DoDoDoDo Simplicity By Bill Jensen
  13. 13. 網上營銷…終極目的?? Copyright © 2010 Adams Company Limited. All rights reserved. 13
  14. 14. Copyright © 2010 Adams Company Limited. All rights reserved. 量度結果,從何開始? •CPMCost Per M (1000 impressions) •CPCCost Per Click •CPACost Per Action 14
  15. 15. Copyright © 2010 Adams Company Limited. All rights reserved. Viral Marketing & Six Degrees of Separation Source: http://en.wikipedia.org/wiki/Six_degrees_of_separation 15
  16. 16. Source: http://205.188.238.109/time/interactive/0,31813,1874522,00.html Copyright © 2010 Adams Company Limited. All rights reserved. 16
  17. 17. Copyright © 2010 Adams Company Limited. All rights reserved. facebook: Over 400 million users since it was founded in 2004 80 Languages in the world! 17
  18. 18. Copyright © 2010 Adams Company Limited. All rights reserved. Growing over 120K Fans in 4 days! 18
  19. 19. Copyright © 2010 Adams Company Limited. All rights reserved. Growing over 160K fans http://www.facebook.com/pages/CotaiJet/217203543592 19
  20. 20. Copyright © 2010 Adams Company Limited. All rights reserved. Growing over 107K fans http://www.facebook.com/uBuyiBuyHK 20
  21. 21. 香港最高排名網站 Copyright © 2010 Adams Company Limited. All rights reserved. 1. Yahoo! 2. Facebook 3. YouTube 4. Google.com.hk 5. Google.com 6. Discuss.com.hk 7. Windows Live.com 8. Uwants.com 9. Next Media.com 10.Baidu.com 11.TVB.com 12.Wikipedia.org 13.香港賽馬會 hkjc.com 14.Oriental Press on.cc 15.MSN.com 16.新浪 sina.com.cn 17.淘宝网 taobao.com 18.HSBC hsbc.com.hk 19.香港高登網上聯盟 20.土豆网 tudou.com 21
  22. 22. Copyright © 2010 Adams Company Limited. All rights reserved. 22 Social Applications Networks *All names & brands are property of their respective owners 中國社交網站… *All names & brands are property of their respective owners
  23. 23. Copyright © 2010 Adams Company Limited. All rights reserved. IDEAL* 總結 •I – Identify Your Customers 對準目標 •D– Decide Your Budget 確立預算 •E – Experiment Your Options 勇於嘗試 •A– Assess Your Results 評核結果 •L– Leverage Others 借力打力 * Source: Maximizing dollars on Web marketing – SME primer by Matthew Kwan 2007 on http://adamshk.blogspot.com 23
  24. 24. Copyright © 2010 Adams Company Limited. All rights reserved. Thank You! Enquiries admin@adamshk.com +852 2723 9977 For more details, please visit www.adamshk.com www.twitter.com/adams_hk blog.adamhk.com e-campaign.blogspot.com facebook.com/adamshk 24

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