DSP - General insights of digital medium - Version 1

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General insight of digital medium.

1. Nature of digital environment.

2. THINK digital.

3. Principles of digital marketing.

4. "Traditiona;" digital mediuml
5. "New" digital medium

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DSP - General insights of digital medium - Version 1

  1. 1. GENERAL INSIGHT OF DIGITAL MEDIUM 1
  2. 2. @DUNG NGUYEN – former Head of planning, Climax Agency@HUY NGUYEN – Experience Director, Ogilvy One 2
  3. 3. OUTLINE: • NATURE OF DIGITAL • THINK “DIGITAL” • PRINCIPLES OF DIGITAL MARKETING: • “TRADITIONAL” DIGITAL MEDIUM: – DISPLAY ADS – MICROSITE – SOCIAL MEDIA (FACEBOOK, FORUM, YOUTUBE) • “NEW” DIGITAL MEDIUM: – MOBILE MARKETING – “NEW” SOCIAL MEDIA 3
  4. 4. 1. NATURE OF DIGITAL 4
  5. 5. SMALL DISCUSSION:HÃY THẢO LUẬN THEO NHÓM (NHƯ NHỮNG NGƯỜI TIÊU DÙNG):• 3 LÝ DO KHIẾN BẠN THÍCH XEM TV ADS?• 3 LÝ DO KHIẾN BẠN THÍCH THAM GIA ONLINE CAMPAIGN?• 3 LÝ DO KHIẾN BẠN THÍCH TƯƠNG TÁC TRÊN MOBILE?• 3 LÝ DO KHIẾN BẠN THÍCH LƯỚT TRÊN TABLET? 5
  6. 6. 6
  7. 7. “ALL SCREENS ARE NOT EQUAL” “THE RIGHT CONTENT FOR THE RIGHT SCREEN” 7
  8. 8. 8
  9. 9. 1ST SCREEN: TV TAP INTO HELP ME MY RELAX EMOTIONS DON‟T ENTERTAIN MAKE ME ME WORK HARD 9
  10. 10. 10
  11. 11. 2nd SCREEN: LAPTOP HELP ME GIVE ME A BECOME CHALLENGE WHAT I WANT LET ME SHOW TEACH ME YOU WHAT I SOMETHING „VE LEARNT GIVE GIVE ME SOMETHING SOME MAKE ME COMPETI 11 LOOK GOOD TION
  12. 12. 12
  13. 13. 3rd SCREEN: SMARTPHONE MAKE ME MUST FEEL I KNOW ME BELONG PERFECT HELP ME HELP ME FIT MAKE THE IN MOST OF MYSELF KEEP ME ON SURPRISE TOP OF MY ME LIFE 13
  14. 14. 3.5 SCREEN: TABLET PROVOKE ENABLE ACTION COMPETENCE PROVIDE CURATE LIFE EXPERIENCE ENHANCE INTERACT FLEXIBILITY SEAMLESSLY 14
  15. 15. 2. THINK “DIGITAL” 15
  16. 16. 16
  17. 17. Coke’s “Fans First” Approach inSocial CommunitiesMichael DonnellyGroup Director, Worldwide Interactive Marketing 17
  18. 18. our home page isn’tjust coke.com, it isgoogle.com 18
  19. 19. and today, I’d say…our home page isn’t justcoke.com, it isgoogle.com andhyves.nl andtwitter.com andyoutube.com andfacebook.com andstudiVZ.net 19
  20. 20. WHO IS TOTALLY “DIGITAL”?• Nestle 100 năm:http://www.nestle100nam.com/• Vietnam lược sử:http://www.facebook.com/vietnamsuluoc 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. IF MARKETING IS ALL ABOUT “EDUCATE” 27
  28. 28. …THEN WE SHOULD AWARE ABOUT HOWCONSUMER “LEARN” 28
  29. 29. LOOK MORE FAMILIAR, HUH? PR OUTDOOR & PRINTS ATL TVC & RADIOEVENT & ACTIVATION BTLDIGITAL INTERACTION TLBRAND & CONSUMER ENGAGEMENT 29
  30. 30. BEHAVIORAL MODEL (DENTSU) 30
  31. 31. BEHAVIORAL MODEL (DENTSU) 31
  32. 32. “I do not regard advertising as entertainment or an artform, but as a medium of information.” – David Ogilvy 32
  33. 33. 33
  34. 34. 3 THINGS TO START THINK “DIGITAL” 1. Most of what matters to your business is happening outside your business 2. Digital is not a medium, but an infrastructure 3. Creating relevance, not awareness 34
  35. 35. 1. Most of what matters to your business ishappening outside your business 4 people relevant to your business – on internet 35
  36. 36. 1. Most of what matters to your business ishappening outside your business 36
  37. 37. 2. Digitally tell the traditional storyhttp://www.f-i.com/google/ramayana/ 37
  38. 38. 3. “The best ads don‟t look like ads” 38
  39. 39. 3. PRINCIPLES OF DIGITAL MARKETING 39
  40. 40. DIGITAL MARKETING – THE ROLE • TVC, OOH, Radio ATL • Creating mass awareness • Event, PR, Activation BTL • Product trial & Credibility • Digital TL • Engagement & Experience, CRM 40
  41. 41. FRAMEWORK: PAID.OWNED.EARNED MEDIA P O E Advertising in media (TV, Web Site, facebook page of Opinions of friends and Internet, Radio, outdoor, print) the brand family, word of mouth Supermarket POSM Catalogue or magazine Opinions of surfers Trade fairs/Sponsored events of the brand, Brand (blogs, forums, community event, promotional gifts networks, etc ...) Press coverage 41
  42. 42. PAID.OWNED.EARNED MEDIA P O E• Drive traffic • You can control • Credibly• Build awareness • Content is King • Spreadable idea• Get instant • Beneficial • Open a attention • Product information conversation • Communication product• High cost • Few people to visit & • Need a platform• You interrupt revisit • Can‟t control people • Compete with nature 42 information sources
  43. 43. PAID.OWNED.EARNED MEDIA – DIGITAL - @OGILVY VSEM Paid Display Ads Content Partnerships YouTube Promotion Blog Networks Sharing VSEO/Search Optimization Earned Blogs Influencer Network YouTube Embeds Reviews Brand Dotcom Landing Pages Owned YouTube Channel Video Sharing Channels Facebook Page Twitter Feed
  44. 44. EVERYTHING IS “EARNED”, NOT “BOUGHT” 44
  45. 45. 4. “TRADITIONAL” DIGITAL MEDIUM 45
  46. 46. DIGITAL ADVERTISING KPI PYRAMID IMPRESSION Người biết đến CLICK THROUGH RATE CLICK Người quan tâm BOUNCE/INTEREST RATEVISIT (-BOUNCE RATE) Người quan tâm đến dịch vụ của công ty CONVERSION RATE REGISTER/LEAD Người muốn tìm hiểu chi tiết SALES /CONSUMPTION RATE SALES Người mua 46
  47. 47. “GOD IS IN DETAIL” 47
  48. 48. FACEBOOK INVITATION 48
  49. 49. 4.1 DISPLAY ADS: 70 – 75% budget of DM in VN5 ad position – 15 ads in 1 min 49
  50. 50. 4.1 DISPLAY ADS:“We SELL, or else”– David Ogilvy“You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin 50
  51. 51. TVC vs DISPLAY ADS TVC DISPLAY ADS FULL SCREEN, 30s ATTENTION 300x250 (9.2%), 20s ATTENTION 20% PERCENTAGE OF TIME 100% AVAILABLE WITH CONTENT 1 TVC AT THE ONE TIME 5-10 ADS AT THE SAME TIME 10-15 ADS IN 3-5 MINS 15-45 ADS IN 1 MINUTE 51
  52. 52. 52
  53. 53. DISPLAY ADS – THE FACT • Tim Armstrong, CEO – AOL • Arianna Huffington, The Huffington Post 53
  54. 54. 4.2 - MICROSITE EXPERIENCE MANAGEMENT THE 1% RULE THE RULE OF ABS THE RULE OF USABILITY 54
  55. 55. ROT & EXPERIENCE MANAGEMENT USER TIME-ON-SITE Visit & bounce Time-on-site < 30s Visit & browse Time-on-site: 30s < T < 2 min Visit & register Time-on-site: 2 min < T < 5 min Register & return Time-on-site: T > 5 min 55
  56. 56. ROT & EXPERIENCE MANAGEMENT• Normal campaign statistic: – < 10s: 70% visits – 11s – 30s: 7.34% visits – 31s – 60s: 5.16% visits 56
  57. 57. TIME-ON-SITE VISUALLY• 82% visits spend less than 60 seconds on-site Visits 3.97 1.13 5.56 6.94 5.16 < 10s 11 - 30s 7.34 31 - 60s 61 - 180s 69.9 181 - 600s 601 - 1800s 1801+s 57
  58. 58. TIME-ON-SITE VISUALLY• 18% visits spend more than 60 seconds on-site generate 60% pageviews. PAGEVIEW 17.55 28.69 < 10s 11 - 30s 16.69 31 - 60s 6.49 61 - 180s 181 - 600s 14.06 10.86 601 - 1800s 5.63 1801+s 58
  59. 59. REFERENCE: VNEXPRESS.NET Visits 6.14 13.84 < 10s 49.25 11 - 30s 15.41 31 - 60s 61 - 180s 181 - 600s 9.17 601 - 1800s 1801+s 3.33 2.86 59
  60. 60. REFERENCE: VNEXPRESS.NET PAGEVIEW 12.89 1.66 23.88 2.22 < 10s 7.97 11 - 30s 31 - 60s 61 - 180s 21.29 181 - 600s 30.08 601 - 1800s 1801+s 60
  61. 61. ROT & EXPERIENCE MANAGEMENT < 10s < 30s < 60s > 1,800sOff-topic or mis- Off-topic Not interested EVANGELIST click Do you have What else can i What do they SOMETHING Can they DO do FOR YOU? SEE & (MORE something? What will you Remember ? INTERESTING) REWARD me? else? 61
  62. 62. SHOWCASE: PAY WITH A TWEET 62
  63. 63. MAXIMIZE TIME-ON-SITE• What do you do to obtain average 28-min time-on- site?• http://www.youtube.com/watch?v=SLWPYdsV7po• http://www.youtube.com/watch?v=ngIiVLNMjv0 63
  64. 64. CHAMPION OF TIME-ON-SITE 64
  65. 65. CHAMPION OF TIME-ON-SITE 65
  66. 66. KEY LEARNING: 66
  67. 67. THE 1% RULE• “On internet, only 1% of visitors generate useful content for website. 9% of visitors will read & comment. And 90% just read-only.”• “The sharing demand is RARELY. The reading demand is DAILY. The tipping-point is when the RARELY can satisfy the DAILY demand.” 67
  68. 68. THE 1% RULE - EXAMPLE 68
  69. 69. THE 1% RULE – HOW-TO 69
  70. 70. THE 1% RULE – HOW-TO 70
  71. 71. THE RULE OF ABS • ABS = Above the Scroll • “50% of visitors never scroll down off the 1st screen” • “You have your first screen and 7-10s to persuade the visitors to click, otherwise they’ll bounce”. 71
  72. 72. THE RULE OF ABS 72
  73. 73. THE RULE OF USABILITY Coupon, middle (1958) – bottom right (1962) – David Ogilvy 73
  74. 74. THE RULE OF USABILITY 74
  75. 75. 4.3 – SOCIAL MEDIA: 75
  76. 76. @Coke social media ppt:“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. 76
  77. 77. 4.3 – 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 77
  78. 78. FORUM PLATFORM• TRADITIONAL COMMUNITY SITE: Hierarchy relationship 78
  79. 79. 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. 79
  80. 80. SHOWCASE: 1,100 clips 200,000 unique visitors in 17 HONDA 12 CA TINH days http://12catinh.honda.com.vn/ 80
  81. 81. 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, 81
  82. 82. 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! 82
  83. 83. CONTENT-BASED SOCIAL MEDIA: 83
  84. 84. 4.4 - MOBILE LANDSCAPE: 84
  85. 85. 5. “NEW” DIGITAL MEDIUM RELATIONSHIP BRAND EXPERIENCE ADAPTION 85
  86. 86. EVERYTHING IS SERVICES, AND DIGITAL ISA PART OF YOUR PRODUCT 86
  87. 87. AND TECHNOLOGY CAN DO SOMETHING AMAZING 87
  88. 88. DIGITAL CRM – DELIVERY SUPPORTING 88
  89. 89. 89
  90. 90. Vitamin Water’s Flavor Creator… 90 flavor creator lab environment within the vitaminwater facebook fan page
  91. 91. Determined flavor via conversation mining & ranking… cloud tagging- shows the ranking of flavors 91 and allows you to navigate for more information
  92. 92. THE RESULTS: 7+ minutes of engagement per app session tens of thousands of total votes 40K unique label designers 174% increase in fans 92
  93. 93. Say hello to…connect • black cherry-lime • caffeine + 8 key nutrients • made by fans, for fans on • in stores march 1st 93
  94. 94. THANK YOU 94

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