Web2.0strategy 8 march10 bcj

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  • Web2.0strategy 8 march10 bcj

    1. 1. REHAU Microsite and Social Media Strategy March 2010
    2. 2. Latest Statistics on Facebook • More than 400 million active users • More than 3 million active Pages on Facebook • Pages have created more than 5.3 billion fans • Every month, more than 70% of Facebook users engage with Platform applications • More than 80,000 websites have implemented Facebook Connect since its general availability in December 2008 • More than 60 million Facebook users engage with Facebook Connect on external websites every month • Facebook Statistics and Demographics reported 256% growth in 35-55 year olds
    3. 3. The Marketing Process
    4. 4. The Marketing Process What do we want to achieve? • Sales ($) Objective • Market Share (Position) • Loyalty (Fans)
    5. 5. The Marketing Process What do we want to achieve? • Sales ($) Objective • Market Share (Position) • Loyalty (Fans) Who are we talking with? • Architects Audience • Decision Makers • Suppliers
    6. 6. The Marketing Process What do we want to achieve? • Sales ($) Objective • Market Share (Position) • Loyalty (Fans) Who are we talking with? • Architects Audience • Decision Makers • Suppliers What do we have to say? Message • Product Specific (Tactical) • Brand Specific (Strategic)
    7. 7. The Marketing Process What do we want to achieve? • Sales ($) Objective • Market Share (Position) • Loyalty (Fans) Who are we talking with? • Architects Audience • Decision Makers • Suppliers What do we have to say? Message • Product Specific (Tactical) • Brand Specific (Strategic) In what way do we want to say it? • Microsite / Corporate Web Site Channel • Social Media / Facebook • Direct Mail / eDM
    8. 8. The Marketing Process What do we want to achieve? • Sales ($) Objective • Market Share (Position) • Loyalty (Fans) Who are we talking with? • Architects Audience • Decision Makers • Suppliers What do we have to say? Message • Product Specific (Tactical) • Brand Specific (Strategic) In what way do we want to say it? • Microsite / Corporate Web Site Channel • Social Media / Facebook • Direct Mail / eDM What is the feedback? Measurement • Conversions - specific action taken by target audience
    9. 9. Microsite vs Facebook T T Objective Audience Message Channel Support Measurement
    10. 10. Microsite vs Facebook Tactical Strategic T T • Sales ($) • Market Share (Position) • Shift Product Objective • Brand Loyalty (Fans) Audience Message Channel Support Measurement
    11. 11. Microsite vs Facebook Tactical Strategic T T • Sales ($) • Market Share (Position) • Shift Product Objective • Brand Loyalty (Fans) Business to Business End Consumers / Users • Rational Audience • Emotional • Solves a problem • Brand esteem • Cost effective • Positive feeling Message Channel Support Measurement
    12. 12. Microsite vs Facebook Tactical Strategic T T • Sales ($) • Market Share (Position) • Shift Product Objective • Brand Loyalty (Fans) Business to Business End Consumers / Users • Rational Audience • Emotional • Solves a problem • Brand esteem • Cost effective • Positive feeling Factual Organic • Informative Message • Conversational • Specific • Word of Mouth • Benefit driven • Consensus Channel Support Measurement
    13. 13. Microsite vs Facebook Tactical Strategic T T • Sales ($) • Market Share (Position) • Shift Product Objective • Brand Loyalty (Fans) Business to Business End Consumers / Users • Rational Audience • Emotional • Solves a problem • Brand esteem • Cost effective • Positive feeling Factual Organic • Informative Message • Conversational • Specific • Word of Mouth • Benefit driven • Consensus Microsite Facebook • Traffic Drivers Channel Support • Advertising / Micro- • Corporate site banners targeting • eDMs / DM’s / Ads • Promotions • Engagement Measurement
    14. 14. Microsite vs Facebook Tactical Strategic T T • Sales ($) • Market Share (Position) • Shift Product Objective • Brand Loyalty (Fans) Business to Business End Consumers / Users • Rational Audience • Emotional • Solves a problem • Brand esteem • Cost effective • Positive feeling Factual Organic • Informative Message • Conversational • Specific • Word of Mouth • Benefit driven • Consensus Microsite Facebook • Traffic Drivers Channel Support • Advertising / Micro- • Corporate site banners targeting • eDMs / DM’s / Ads • Promotions • Engagement Google Analytics Facebook Insights • Customisable Measurement • Real time changes • Free • Free
    15. 15. Media Integration REHAU Corporate website Social Advocacy Seeded onto Google, Youtube, Fan Page and forum sites Microsite, Advertising, E-newsletter Direct mailer and EDMs On-site, trade shows, events, showroom, etc.
    16. 16. Traditional vs Social Media Management
    17. 17. Social Media Activation Phase 1 • Conduct Audit with similar fanpages to study best practices. • Create a new Fan Page with dedicated categories to promote dedicated campaign • Put a polling system to engage with the member Post on the wall: • Articles in general from blogs, websites, forums. • Updates latest news and happenings from REHAU website – Start discussion on discussion board – Upload photos and videos – Weekly poll – Allow fans to post articles/photos/videos • Create appealing visuals (profile picture) on page to make it look current and relevant. 10
    18. 18. Social Media Activation Phase 2 engage and generate buzz • Engage the Fans to recruit their friends as members – Top recruiter wins a REHAU Brand Pack • Post questions like: What are the names of the cute pandas living in the Adelaide Zoo Panda enclosure • FB Ads – Highly targeted advertising to promote fan pages and product & brand • Link Facebook to REHAU Website and Microsite and back to Facebook for continuous engagement • Engage other websites, forums, blogs and invite them to the Facebook Fanpage and encourage them to be follower • Meet regularly for updates with statistics and discussion on next steps
    19. 19. Social Media Activation Statistics Page
    20. 20. Social Media Activation Next Steps Next Steps upon approval of quotation • Week 1-2 – Present audit and study best practices • Week 2-4 – Populate Facebook with update and relevant content. • Week 4-5 – Start activating fans to join • Week 8-9 – first update meeting
    21. 21. Social Media Activation Cost Quotation Facebook Fanpage Activation for 3 months period Phase 1 - One off Facebook fanpage set-up cost - SGD 800.00 - audit and study best practices - create tabs - upload photos and videos - create profile picture Phase 2 - Facebook administration and moderation per month - SGD 1,250.00 per month - creation of facebook advertisement - moderation of fan post and content - updating wall display post - discussion and brainstorming sessions - monthly updates and reporting Media Budget - SGD 300.00 per month Others - cost for creating specific applications, traffic drivers and graphic elements quoted separately based on brief and requirements
    22. 22. Microsite Activation Plan Phase One Phase Two Phase Three Phase Four Phase Five 1-2 weeks 1-2 weeks 4-6 weeks 1 week 1 week Project Schedule Coding Review / Analysis Design Implementation &Testing Maintenance Project Brief Site architecture Site creation Move site to live Support period •Overview and key •Database and design •Content creation •Environment “GO Live” •Commence upon project objectives specifications sign-off •Flash / HTML pages •Project sign-off •Scope of work •Data flow diagram •Fix bugs and minor text •Database •Final Invoice changes •Milestone schedule/ •Process flow diagram timeline •Testing •Creative concept and •Quotation design •UAT / Sign off Payment 50% Payment due upon approval of quotation 50% final payment due upon project sign-off Schedule

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