FROM BIG IDEA TO CONTENT      MARKETING     SOCIAL MEDIA                           1
BEHAVIORAL MODEL (DENTSU)                            2
BEHAVIORAL MODEL (DENTSU)                            3
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SOCIAL MEDIA ???• Social media is just another media channels• = MEDIA + SOCIAL    HOW MEDIA EVOLE TO “SOCIAL”            ...
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JUST IMAGEJOINING SOCIAL MEDIA IS LIKE             …GOING TO PARTY !!!                                   22
7 THINGS TO DOBEFORE.IN.AFTER PARTY• BEFORE:  – 1. Listen:  – 2. Prepare:• IN:  – 3. Break the Ice  – 4. Engage  – 5. Keep...
BEFORE PARTY: 1. ListenHey, wanna to join us on party?              Hmm, what is the idea of this party?              How ...
our home page isn’tjust coke.com, it isgoogle.com                       25
and today, I’d say…our home page isn’t justcoke.com, it isgoogle.com andhyves.nl andtwitter.com andyoutube.com andfacebook...
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BEFORE PARTY: 2. Prepare  Appearance         Content/Gossip             Target/Objective                      Contest/prom...
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2. Prepare – be suitable                           OR                                35
2. Prepare – be suitable                           OR                                36
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QUICK LESSION FROM @COKE:• SMM is a tactic and should always be in support of brand objectives• These platforms change fre...
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IN PARTY: 3. Break the ice• Introducing your fanpage: contest & paid media                                                ...
IN PARTY: 3. Break the ice“We SELL, or else”– David Ogilvy“You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin     ...
“NÓI TO, NÓI TỐT. NÓI NHỎ, NÓI CHÂN THÀNH’                                             43
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IN PARTY: 4. ENGAGE• Choose the group/target• Get in• Have a great story. Be a good listener. Interact.• Content is dead. ...
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IN PARTY: 5. KEEP CONNECTED              You guys are awesome, how can we stay              connected then?• Subscribe/Lik...
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SOCIAL MEDIA PLATFORM                                                             Content-             Hierarchy          ...
FORUM PLATFORM• TRADITIONAL  COMMUNITY SITE:  Hierarchy relationship                           59
SHOWCASE: HONDA 12 CÁ TÍNH 2010• The brief: digital handle recruitment phase of  reality show “Honda 12 cá tính”• The chal...
SHOWCASE:                                            1,100 clips                                            200,000 unique...
SHOWCASE: HONDA 12 CÁ TÍNH 2010  The traffic of 2010 is 4,7 times  more than the show of 2009.  The number of particapants...
WIIFM?         63
AFTER PARTY: 6. MONITORING           How those guys in party say about me?Fuck, what did you do, man? They are crazy about...
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Bro, please – I don’t want to talk about it…• http://www.youtube.com/watch?v=fVzF_CY22ss                                  ...
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HATERS GONNA TO HATE:       4 people relevant to your business – on internet                                              ...
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7. CLASSIFICATION RELATIONSHIP                      • Social is a great way to do CRM                        with our exis...
@Coke social media:“In the past – We were not building sustainable relationships”                                         ...
7. CLASSIFICATION RELATIONSHIP•   Social is a great way to do CRM with our    existing consumer.                          ...
WHAT ARE YOUR CONSUMER REALLY WORTH?                                   74
WHAT ARE YOUR CONSUMER REALLY WORTH?                                   75
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SOCIAL CROWDSOURCINGVitamin Water’s Flavor Creator…                                                         Ask the consum...
Determined flavor via conversation mining & ranking…                  cloud tagging- shows the ranking of flavors         ...
THE RESULTS:      7+ minutes of engagement           per app session       tens of thousands of total votes            40K...
Say hello to…connect                       • black cherry-lime                       • caffeine + 8 key                   ...
FROM ADVERTISING TO SOCIAL  • http://www.facebook.com/socialogilvy                                           82
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THANK YOU            89
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From campaign big idea to content marketing, leveraging Social Media.

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DSP_V1_From big idea to content marketing_Social Media

  1. 1. FROM BIG IDEA TO CONTENT MARKETING SOCIAL MEDIA 1
  2. 2. BEHAVIORAL MODEL (DENTSU) 2
  3. 3. BEHAVIORAL MODEL (DENTSU) 3
  4. 4. 4
  5. 5. SOCIAL MEDIA ???• Social media is just another media channels• = MEDIA + SOCIAL HOW MEDIA EVOLE TO “SOCIAL” 5
  6. 6. 6
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. JUST IMAGEJOINING SOCIAL MEDIA IS LIKE …GOING TO PARTY !!! 22
  23. 23. 7 THINGS TO DOBEFORE.IN.AFTER PARTY• BEFORE: – 1. Listen: – 2. Prepare:• IN: – 3. Break the Ice – 4. Engage – 5. Keep connected• AFTER: – 6. Monitor – 7. Classification relationship. 23
  24. 24. BEFORE PARTY: 1. ListenHey, wanna to join us on party? Hmm, what is the idea of this party? How do those guys there have fun? Who will be there? Who I need to know? How should I behave & look like? Where & when? 24
  25. 25. our home page isn’tjust coke.com, it isgoogle.com 25
  26. 26. 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 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. BEFORE PARTY: 2. Prepare Appearance Content/Gossip Target/Objective Contest/promotion/break What do you want to Design material the ice know? Have? Who do you want to Long term conversation Landing pages meet? Make relationship platform with? 32
  33. 33. 33
  34. 34. 34
  35. 35. 2. Prepare – be suitable OR 35
  36. 36. 2. Prepare – be suitable OR 36
  37. 37. 37
  38. 38. 38
  39. 39. 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! 39
  40. 40. 40
  41. 41. IN PARTY: 3. Break the ice• Introducing your fanpage: contest & paid media 41
  42. 42. IN PARTY: 3. Break the ice“We SELL, or else”– David Ogilvy“You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin 42
  43. 43. “NÓI TO, NÓI TỐT. NÓI NHỎ, NÓI CHÂN THÀNH’ 43
  44. 44. 44
  45. 45. 45
  46. 46. IN PARTY: 4. ENGAGE• Choose the group/target• Get in• Have a great story. Be a good listener. Interact.• Content is dead. Conversation is the goal. 46
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  55. 55. IN PARTY: 5. KEEP CONNECTED You guys are awesome, how can we stay connected then?• Subscribe/Like us on Facebook/Twitter.• Subscribe to our Mailing/SMS list: never miss a chance & be the 1st to know.• More friends, more fun. 55
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  58. 58. 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 58
  59. 59. FORUM PLATFORM• TRADITIONAL COMMUNITY SITE: Hierarchy relationship 59
  60. 60. 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. 60
  61. 61. SHOWCASE: 1,100 clips 200,000 unique visitors in 17 HONDA 12 CA TINH days http://12catinh.honda.com.vn/ 61
  62. 62. 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, 62
  63. 63. WIIFM? 63
  64. 64. AFTER PARTY: 6. MONITORING How those guys in party say about me?Fuck, what did you do, man? They are crazy about you !!!Hmm? Mmm, it’s okie.Well, some guys didn’t seem to like you … I’ll show you why.Bros, please – I don’t want to talk about it… 64
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  66. 66. Bro, please – I don’t want to talk about it…• http://www.youtube.com/watch?v=fVzF_CY22ss 66
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  69. 69. HATERS GONNA TO HATE: 4 people relevant to your business – on internet 69
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  71. 71. 7. CLASSIFICATION RELATIONSHIP • Social is a great way to do CRM with our existing consumer. • Social media is where people first (not-so-much) effort to learn about our product. • Social media is a good choice to do Brand Activation.  Social media is just a portal, we need classification. 71
  72. 72. @Coke social media:“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. 72
  73. 73. 7. CLASSIFICATION RELATIONSHIP• Social is a great way to do CRM with our existing consumer. • CONVERT TO OWNED MEDIA: do lead generation - acquire data & do CRM through Owned Media.• Social media is where people first (not-so- much) effort to learn about our product. • BE HELPFUL: product tutorial, brand introduction, free sample, live Q&A• Social media is a good choice to do Brand Activation. • BE INTERESTING: increase brand available among consumer conversation 73
  74. 74. WHAT ARE YOUR CONSUMER REALLY WORTH? 74
  75. 75. WHAT ARE YOUR CONSUMER REALLY WORTH? 75
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  78. 78. SOCIAL CROWDSOURCINGVitamin Water’s Flavor Creator… Ask the consumer/public 78 flavor creator lab environment within the vitaminwater facebook fan page
  79. 79. Determined flavor via conversation mining & ranking… cloud tagging- shows the ranking of flavors 79 and allows you to navigate for more information
  80. 80. THE RESULTS: 7+ minutes of engagement per app session tens of thousands of total votes 40K unique label designers 174% increase in fans 80
  81. 81. Say hello to…connect • black cherry-lime • caffeine + 8 key nutrients • made by fans, for fans on • in stores march 1st 81
  82. 82. FROM ADVERTISING TO SOCIAL • http://www.facebook.com/socialogilvy 82
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  89. 89. THANK YOU 89

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