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Youthconference May 21, 2010
 

Youthconference May 21, 2010

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Marketing with Youth Conference

Marketing with Youth Conference
- organized by Pacific Conferences Singapore

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    Youthconference May 21, 2010 Youthconference May 21, 2010 Presentation Transcript

    • Long term engagement with youth Marketing with Youth Conference May 2010 Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
    • Andrey Ternovskiy 17 years old Russian © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Launch date : November 2009 YTD Rank : 1641 March 31st daily ranking : 861 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • LONG TERM WITH © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval ✗ WWW.F5DC.COM
    • Walmart vs Target   568, 305 members,   41,008 users.   579 photos,   239 discussion groups.   Message adapted to Facebook audience   Negative posts removed   Test target audience   One way communication   Adapt marketing message   New ‘style’ focus while brand means discount   Lower communication tone   No link to ecommerce site   Discussion forum © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Be careful ! © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Our new responsibilities as marketers   Efforts to create the relation   Be genuine   Respect, personal   Listen   Talk   Don’t try to change me   Time © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Engage Consumer into a personalize journey through multiple touch points Using the new media and traditional media to support the engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Having website, Facebook application, augmented reality, Twitter feed does not solve your problems © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • 2010 engagement paradigm Focus on Consumer / Customer needs consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Engagement does not stop at Website ACTIVATION ENGAGEMENT CONVERSION What should be do to The actual promotion How do I keep relation make sure people or campaign or with you and convert you know about it ? website or Facebook to sales ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Each phase needs specific focus ACTIVATION ENGAGEMENT CONVERSION   Online   Product – Translation   Create long term relation   Paid Media   Content Maintenance   Learning   Social network   Content Update   Measurement   Search   Long term   Capture information   Above the line   Mechanic to track   Database   Below the line   Measurement   CRM activities   Marketing   Cross sales   Up sales © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Have a systematic approach 1 STRATEGY And apply it to each tactic specifically © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • The best secret : mix all of them Good ingredient Good product + + Mixed flavors Mixed channels + + Good chef Good strategy = = Good meal Good campaign http://www.flickr.com/photos/kyle0922/4622668655/in/pool-food_porn © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Menu example Corporate site Roadshow   Product information   New product presentation   Assets   Capture information and recruit prospects Campaign site   Link with the roadshow and product information   First engagement, try to convince me Facebook Google Search Twitter Radio   Emotional link   Generate traffic   Instant promotion   Contest   Discussion   Engage to roadshow   Latest offer   Push to roadshow   Quick Fix PR Print Campaign Apps   Result of contest   Main product push   Mobile connection (if needed)   Press relay   Link to website   Side angle for attraction © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Total internet all media for 15-24 age 74.1 59.6 54.3 46 34.3 mn per visit 26.4 25.9 visits/visitor 22.5 US EU AP SG © Comscore 2010, research march 201 © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • How to convince consumers to buy MP3 player ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Study Case HOW TO LINK AN OFFLINE ROADSHOW TO ONLINE ? © F5DC 2010 all rights limited, reproduction forbidden without approval
    • Don’t go blind © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Planning, Resources, Strategy   Specific tactics objectives   Each tactics has its own measurement   How will we engage consumers ?   Why will they join ?   Why will they come back ?   Why will they talk to their friends ?   How do we keep them engaged © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Consistent approach, coordinated 1 theme 1 Strategy 1 Creative Direction Dedicated Dedicated Dedicated Dedicated Dedicated Dedicated tactic tactic tactic tactic tactic tactic   Objectives   Objectives   Objectives   Objectives   Objectives   Objectives   Measurements   Measurements   Measurements   Measurements   Measurements   Measurements   Implementation   Implementation   Implementation   Implementation   Implementation   Implementation One Main Goal © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Use properly every assets Corporate Site Online Road Show Offline   Good as Main access point   Good for official information   Need to reflect campaign Consumer Campaign Site Online Social Media Online   Main information on campaign   Engagement platform   Main HUB to link to all   Recruitment platform   Interactive and dynamic   BUT indirect © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Strategy : 3 dedicated phases Phase 1 – Tease, engage Phase 2 – Prove, Retain Phase 3 – Affirm, Convert MUSIC PUSH ROADSHOW AND TRY COMMENT, FOLLOW   Social Networking entry point to   Prove the claim   Propagate the concept drive to roadshow and website   Let the consumers convince themselves   Testify to friends and family   Traffic generation through Adwords through LYED   Lead to sales   Use video UGC to further promote The Full Sound superior concept © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Concretely, each tactics are linked Phase 1 Phase 2 Phase 3 Engagement Retention Conversion Music engagement Philips.com campaign site Offline Philips catalog product Online Communities Personal account © F5DC 2010 all rights limited, reproduction forbidden without approval
    • Starting point or ending point needs to be your website Create relationship “the official message” Conversion to sales © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Push through Main Home Page © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Accessible from Consumer tab © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Element   Product information   Interactive catalog Objectives   Information CTA (call to action)   Link to the campaign site © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Element   edM   Sent to members / DB Objectives   Concept information   Product information   Contest CTA (call to action)   Share your point of view (Facebook)   Learn more (website) © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Product catalog Link to Roadshow information Video Teaser Direct access to main info Facebook link © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Element   Roadshow tab of the campaign site Objectives   Information on your closest roadshow   Information on past roadshow CTA (call to action)   Visit the roadshow   Share your opinion © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Element   Comments, word of mouth   Professional reviews Objectives   Collect in one location all comments   One central position for information CTA (call to action)   Link to Facebook   Link to your blog   Link to comments © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Now is the time for engagement Road Show Social networking Campaign Site "  Product "  Sales "  Push "  Buy people "  Lie page owner Corporate Site "  One time effort "  Complex © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Understand your target audience If you love music, good sound quality, this is for you  Clear objective  Link to same Creative Direction  Clear information on Page / Group owner  Talk about what they want  Listen to their comments and reacts  Engage on relevant topics © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Avoid the empty restaurant syndrome http://www.flickr.com/photos/44602785@N00/366536197/sizes/o/ © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Recruit people in the related sphere Related topics Related topics Music Genre Artists Discussion locations   Blog   Forum   Discussion group Main topic   Website Example : Music   Facebook group   MySpace group Related topics Related topics MP3 reviews Students © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Creating content and updating it regularly Status Update Content Update Call to Action Contests Comments Photos © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Create planning of activities © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Define themes around Music Music themes + side link Music •  All music genres will be introduced here •  Collection of all genres introduced •  Post reviews on wall Review •  Reviews will be ‘archived’ in reviews tab •  Post roadshow dates, upcoming events Events •  Invite users to closed door event etc •  Performances/Events/Venues Local Scene •  Videos •  Blogs •  releases •  Eyeka videos Video •  LYED video •  DDB videos © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Weekly theme to engage discussion Music theme selection Fuel the discussion And link all activities   Posts   Poll   Contest   Questions   Interactions Hope for interactions   Interesting , funny or controversial topics should lead to discussions   If any, answer © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Intensive tracking and measurement   Traffic percentage   Number of active members   Number of silent fans   Conversion rates   NPS improvement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Step by step engagement Recruitment Engagement Convert   Objective : Get members   Objective : Engage members to   Objective : Increase Philips presence   Initiate the ramp up Cause tactic connect   Stimulate audience by asking feedback   Regular engagement   Give extra   Generate discussions 5000   Music discussion reason for   Post more updates   No product push people to join 4000 3000 2000 1000 0 May Jun Jul Aug Sep Oct Nov © F5DC 2010 all rights limited, reproduction forbidden without approval
    • Over 5k in first 6 months : 10k now Main recruitment phase   First contacts   Recruitments   Discussions   $0 media spent © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Active discussions with fans Desired state   Interactions   Discussions   Engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Ad recruitment © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Campaign helped SEM Indirect results Search Keywords During Campaign Philips MP3 1st position Philips MP3 Player 2nd position Best MP3 Player 4th position Let Your Ears Decide 2nd position MP3 Player First 2 pages © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • It is key to try to measure the right thing Measure differently based on intention and relation Objectives How ? Results Create community , potential target # fans 5000, + 80% Generate awareness on Philips MP3 product NPS On going Increased traffic +15% - 35% based country Search Top 1 to top 5 Increase purchase intention Questionnaire On going Increase sales Sales On going © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Cost to be considered Setup Communication Maintenance   Technical creation   Recruitment if any   Man hours   Concept – Strategy   Promotion if any   Technical (light)   Creative   Updates   Special engagement   Content creation © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • What worked for the youth ? Interactions Simple Engaging - Relevance   Lots of interactions needed   Fans respond quickly to questions that are simple   Not too many posts : risk over unsubscribing   Entertaining videos are good for generating interactions   With constant interactions, it helped to improve the organic growth of fan base © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • What did not worked ? Push Too complex Side track message   1 test push message “ try product” was not perceived positively   If questions can not be answered in 5sec, they don’t   Contest not inline with target group http://www.flickr.com/photos/scienceduck/540121310/ © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Video contest + Spot 31 artists © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Older age guessing…:=) Eagles Pink Floyd Jamiroquai Elton John © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • The only one the youth could guess Lady Gaga © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Testing and trial is part of the success Don’t be afraid © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Creating long term relationship with youth CHANGE OUR ENGAGE LONG HOW TO DO IT ? TONE TERM   Why ?   Not a one off   Personal message communication   Values of my brand   Not driven by one   Multichannel   Really discuss mechanics   Measure !   Not try to push   Ensure positive   Don’t be direct   Accept their relation comments © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • PASSION VISION INSPIRATION © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
    • Thanks. Do you have any question ? http://bit.ly/aEmARR f5dc gregbirge Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM