ctv launching capaign

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  • Psychographics
  • ctv launching capaign

    1. 1. CTV LAUNCHING CAMPAIGN December 21, 2012
    2. 2. Summarize• Situation Analysis• Project Brief• Marketing Plan• Action plan• Measurement and Evaluation
    3. 3. Situation Analysis  Product Information  Customer Analysis
    4. 4. Product Information• Gambling website with 7 kinds of gambling and 2 cheeses games• Can exchange gold and coins in game for real products or service• Player can interact with their friends and show off their personality lifestyle
    5. 5. Customer Analysis Target Customer e-Demographics e-Psychographics e-Habits- Age: 14-35 - Online Activities: - Frequency of online: > Facebook/ Game/ 2 hours/ day- Gender: Male/ Female Music/ Movie… Online- Nationality: Vietnam Communities/ Chat (focus on HN & HCM) Chit/ Relaxing- Sociality class: A, B, C - Attitudes: All - Interests: All Reference source: Cimigo NetCitizens
    6. 6. Project Brief  Marketing Purpose  Basic Requirement
    7. 7. Marketing Purpose• Increase awareness• Create a big buzz for launching• Recruit players (at least 10K players)
    8. 8. Basic Requirement• Coverage: Vietnam• Activities: Digital marketing focus on Facebook
    9. 9. Marketing Plan  Marketing Strategy  Goals  Advertising Channels  Budget
    10. 10. Strategy• Create a big buzz for launching to get large traffic• Use big promotion campaign to attract the players• Marketing focus on Facebook and others activities lead visitors to the Facebook fanpage. At the present time, maybe they don’t want to try products/ services but with Facebook viral features will make them remember to the brand site.(To get 10,000 people visit the site each month and 10% of them purchase,website must attract 100,000 visitors, but only a few people decided to buy fromyou.)
    11. 11. Goals target• Web traffic: 1.500.000 visitors• Facebook fan: 150.000 fans Timed: 3 weeks• Number of players: 15.000- 5.000 players from Facebook- 10.000 players from online advertising• Brand Awareness
    12. 12. Goals target & TacticalMarketing Objective Tools & Tactical • Ad campaign focus on websites with high traffic & large communities have target audiencesWeb traffic • Social media activities build black link to the website • Contest fanpage • Facbook eventFacebook fan • Facebook apps • Fan viral marketing service • Increase web traffic • PromotionNumber of players • PR content • Google Ad words • Advertising • FacebookBrand awareness • PR content • Event (x)
    13. 13. 300.000 Visitors 115.000 FansWeek 1 5.000 Players 1.300.000 Campaign Process 135.000Week 2 12.000 1.500.000 150.000Week 3 15.000
    14. 14. Campaign’s Message Value prize to attracted the player (Win iPhone 5) Difference & benefits of products/ services withMust contain information: other competitors (Exchange point or cash in game to products or services in real life) Lead to action
    15. 15. Campaign’s Message • Chơi Game Ảo – Đổi Quà (Tiền) Thật – Trúng iPhone 5 or • Chơi Casino – Nhận Quà Cực Shock – Trúng iPhone 5
    16. 16. Campaign’s Message • Chơi Casino – Nhận Áo Thun Cực Shock – Trúng iPhone 5
    17. 17. Advertising Channels Online Marketing Tools for CampaignWebsite Social Media Ad Banner Google Marketing Email Marketing  Facebook  Website  Google Ad words Forum  Forum (Box game)  Forum  Google + PR contents  Twitter reference Viral interactive  YouTube  Zing page
    18. 18. Website  Email Marketing  Forum  PR contents  Viral Interactive
    19. 19. Email MarketingEmail Marketing for Launching Campaign Email Template - Title: Campaign’s Message ( Chơi tiến lên – Đổi tiền thật – Trúng iPhone 5) - Content: Promotion contend - Design: Promotion campaign Email Database - Database collected from player information - Database collected from website/ forum have target audiences - Existing Database Sever Mail
    20. 20. Email Marketing Template From: caothuviet.com To: player Campaign’s Message (Chơi game ảo – Đổi quà thật – Trúng iPhone 5) Promotion Content ( Nội dung khuyến mãi ) --------------- --------------- ---------------- Play www.facebook.com/caothuviet
    21. 21. KPIDatabase Open ClickDatabase collected from 0,2players informationDatabase collected from 0,05website/ forumExisting Database ----
    22. 22. Forum
    23. 23. Forum
    24. 24. PR contents Articles Time Google on site Goals Article 1: Đảm bảo an toàn khi đăng nhập bằng facebook/ gmail/ yahoo Article 2: Hướng dẫn cách nạp tiềnSupporting Article 3: Hướng dẫn chơi game: poker/ xito/ tiến lên miền bắc… Article 5: Hướng dẫn đổi tiền ảo trong game lấy dịch vụ/ sản phẩm Article 6: Chơi tiến lên – Đổi tiền thật – Trúng iPhone 5PR/Promotions Article 7: Caothuviet, cộng đồng Casino lớn nhất Việt Nam… Article 8: Tặng điểm thưởng khi mời bạn bè tham gia trò chời
    25. 25. Viral Interactive• Users can share their awards or game activities on their Facebook wallEX:- về nhất..- Chặt hẻo- 3 đôi thông- Địa chủ- Phú hộ…- Fun… fun… fun….. & fun….
    26. 26. Viral Interactive
    27. 27. Viral InteractiveStep 1: Become a fan Step 2: Invite friends >> Play game+ 500.000 coins + 50.000 coins/ friend Free Premium 1.000.000 100.000 10.000 visitors players paid money
    28. 28. UX Design Fast | Easy | Convenience
    29. 29. UX DesignX X Fast | Easy | Convenience
    30. 30. Ad Banner  Website  Forum
    31. 31. Website and Forum Website information Website Page Views/ Visit Target Banner Why choose Audiences position1 Nhac cua tui 400.000.000 18-35 Play list2 Phim vang 3.300.000/ 20.120.000 18-35 A62 Xuong phim ---- 18-35 ---3 Phim so 1 vn ---- 18-35 --- Forum information Forum Page Views/ Visit Target Banner Why choose Audience position1 VN-Zoom >18,19 Loyalty/Bran2 VOZForums 12.100.000/ 70.000.000 >18,19 Loyalty/Brand3 Mat ngu 12 N/A Teen Loyalty/Brand chom sao4 Truong ton Teen
    32. 32. Website and Forum Price Time Total price Goals visitornhaccuatui 50tr/ week 1 week 50tr 1.000.000Phim vang 2tr/moth 4 weeks 2tr 300.000Xuong phim 2tr/moth 4 weeks 2tr 300.000Phimso1.vn 2tr/moth 4 weeks 2tr 300.000VOZForum 6tr/week 2 weeks 12tr 20.000VN-Zoom 8tr/week 2 weeks 16tr 20.000Mat ngu 12 1,2tr/week 3 3,6 n/achom sao…Total 87,6tr 1.700.00
    33. 33. Ad Banner Media Plan Week 1 Week 2 Week 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 S S S S S Snhaccuatui x x x x x x xPhim vang x x x x x x x x x x x x x x x x x x x x xXuong phim x x x x x x x x x x x x x x x x x x x x xPhimso1.vn x x x x x X x x x x x x x x x x x x x x xVOZForum x x x x x X x x x x x x x x(16-28)VN-Zoom x x x x x x x x x x x x x xMat Ngu x x x x x x x x x x x x x x x x x x x x xTruong Ton x x x x x x x x x x x x x x x x x x x x x
    34. 34. Reference Channels• Zing mp3• Nhac.vui.vn• Kenh 14• iOnce.net
    35. 35. Case 1 Design Strategy
    36. 36. Case 1 Design Strategy
    37. 37. Case 1 Design Strategy
    38. 38. Case 1 Design Strategy
    39. 39. Case 2 123.vn launching campaign
    40. 40. Case 2
    41. 41. Case 2
    42. 42. Case 2 Promotion campaign Price: 1.000 Đ
    43. 43. Case 2 Promotion campaign
    44. 44. Case 2 Promotion campaign
    45. 45. Case 2 Promotion campaign
    46. 46. Game Communities
    47. 47. Game Communities
    48. 48. Game Communities
    49. 49. Game Communities• game8.vn• http://forums.gamevn.com/content.php• http://game.vietboom.com/game-online/• http://diendanbaclieu.net/diendan/forumdisp lay.php?74-The-Gioi-Game• http://forum.gamehay.vn/• http://game4v.com/forum.php• http://www.ddth.com/forum.php
    50. 50. Social Media Marketing  Facebook  Forum Seeding (Box game)
    51. 51. Facebook
    52. 52. Facebook Strategy• Use big promotion to attract Facebook users and Facebook viral marketing to announce the campaign.• Facebook campaign must attain 2 goals: get people to like page and lead audiences play the game. • Facebook app Facebook Marketing • Facebook contest Activities • Facebook event • Facebook viral services
    53. 53. Strategy & TacticalStrategy Tools & Tactical - Building facebook apps that people can play game on page - Players can share achievements, awards, activities… onFacebook Apps their wall - Coordinate with other pages which has a huge fans to get users - Organize contest “Caothuviet Challenger”. Player who on top 20 highest score of day will receive promotion gifts.Contest Fanpage (High score Not high cash) - Contest organize on facebook and official website - Organize event: “Chơi tiến lên – Đổi tiền thật – Trúng iPhone 5 và hàng ngàn giải thưởng hấp dẫn khác” on facebookFacebook Event - Use invite friends function of facebook - Coordinate with other fanpages which has a huge fans to organize and announce for the event - Message post on wall of other page (park 1)Facebook Viral Service - Facebook Apps (park 2)
    54. 54. • Notes:- Facebook Viral service:1. Message post on wall of other page: là dịch vụ thuê lại các page khác để lan truyền thông tin về page muốn tăng like2. Apps page: Là dịch vụ thuê lại các page khác và tăng like thông qua các app để tăng like. Người like sẽ ko biết trước thông tin của page sẽ like.
    55. 55. Facebook Campaign CostActivities Information Time Total price Fans achieveFacebook Apps Self employ 2 week -Contest Fanpage Self employ 3 weeks -Facebook Events 500k/page x (10 page) 3 weeks 5tr 50.000FB Viral Service 300k/status/day x (10 15days 15tr(Park 1) page)FB Viral Service 6tr/week 2 weeks 40tr 100.000(Park 2)Total 60tr 150.00
    56. 56. Facebook Media Plan Week 1 Week 2 Week 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 S S S S S SFacebook x x x x x x x x x x x x x x x x x x x x xAppsContest x x x x x x x x x x x x x x x x x x x x xFanpageFacebook x x x x x x x x x x x x x x x x x x x x xEventsFB Viral x x x x x x x x x x x x x x xService(Park 1)FB Viral Launch before deal line of campaign 2 weeks.Service Phải chạy trước 2 tuần để tăng hiệu quả và thống kê các hoạt động(Park 2) còn lại.Reserve - - - - - - - - - - - - - - - - - - - - -plan
    57. 57. Facebook Page Sample
    58. 58. Facebook Events Cao Thu Viet created Chơi Casino – Nhận Áo Thun Cực Shock – Trúng iPhone 5
    59. 59. Facebook Page & Website interactiveTo get highly interactive & effective betweenSocial Media (facebook) and Online Advertisingcampaign, the website must have “popup Likefunction” to keep visitors stay on site andremember brand site.
    60. 60. Facebook Page & Website interactiveWhat’s “popup Like function”? …Does its spam? …Does its make disturbed? … How to get highly interactive effective?
    61. 61. Case 2,072 VS 38,003 Why?
    62. 62. Case
    63. 63. Facebook • Language Style & Characteristic • Content Timing Insight • Design • Day in week • Time in day
    64. 64. Forum Seeding(Brand Community)
    65. 65. Exiting Platform (Free)
    66. 66. Exiting Platform (Free)
    67. 67. Exiting Platform (Free)
    68. 68. Exiting Platform (Free)
    69. 69. Exiting Platform (Free) X
    70. 70. Exiting Platform (Free)• http://game8.vn• http://forums.gamevn.com/content.php• http://game.vietboom.com/game-online/• http://diendanbaclieu.net/diendan/forumdisplay.php? 74-The-Gioi-Game• http://forum.gamehay.vn/• http://game4v.com/forum.php• http://gameonline.omgforum.net/• http://diendan.game.org.vn/• http://forum.gamevn.com/content.php• http://www.ddth.com/forum.php
    71. 71. Exiting Platform (Must Paid) Chơi Casino – Nhận Áo Thun Cực Shock – Trúng iPhone 5
    72. 72. Exiting Platform (Must Paid) Casino / Đánh bài/ Tiến Lên….
    73. 73. Build My Own Platform
    74. 74. Build My Own Platform
    75. 75. Management Article Forum Box User Views Comments Bad Thanks Click to comments websiteArticle 1 Truongt Game on.netArticle 2 Vozforu --- msArticle 3 Gamet --- hu.net --- --- --- --- --- ---Article n Đienda --- ntinhoc
    76. 76. Google Marketing  Google Ad words
    77. 77. Google Ad words CPC click Time Total priceGoogle Ad 800đ 5.000 3 week 4trwords
    78. 78. Facebook Ad (Mobile)
    79. 79. Budget Distribution
    80. 80. Ad Banner Cost Price Time Total pricenhaccuatui 50tr/ week 1 week 50trPhim vang 2tr/moth 4 weeks 2trXuong phim 2tr/moth 4 weeks 2trPhimso1.vn 2tr/moth 4 weeks 2trVOZForum 6tr/week 2 weeks 12tr(16-28)VN-Zoom 8tr/week 2 weeks 16trMat ngu 12 chom 1,2tr/week 3 3,6sao…Total 87,6tr
    81. 81. Facebook Cost Cost Time Total priceFacebook Apps Self employ 2 week -Contest Fanpage Self employ 3 weeks -Facebook Events 500k/page x (10 page) 3 weeks 5trFB Viral Service (Park 1) 300k/status/day x (10 page) 15days 15trFB Viral Service (Park 2) 6tr/week 2 weeks 40trTotal 60tr
    82. 82. Google Ad words Cost Cost Time Total priceGoogle Ad words 4tr 3 week 4tr
    83. 83. Total cost CostAd Banner 87,6trFacebook 60Google Ad words 4trTotal 151,6tr Budget Distribution Ad Banner: 57,8% Facebook: 39,6% Google Ad words: 2,6%
    84. 84. Action Plan
    85. 85. Media Plan Week 1 Week 2 Week 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 S S S S S SAd banner x x x x x x x x x x x x x x x x x x x x xContest FP x x x x x x x x x x x x x x x x x x x x xFB event x x x x x x x x x x x x x x xFB message x x x x x x x x x x x x x x x(paid)FB apps x x x x x x x(paid)Forum x x x x x x x x x x x x x x xseedingGoogle ad x x x x x x x x x x x x x x x x x x x x xwords
    86. 86. Work Breakdown StructurePromotion Website Advertising Facebook Forum seeding Xin giấy phép  Build forum  Booking  Build page  Prepare PR tổ chức KM (x)  Build popup ad banner apps content for Thể lệ tham like to lead  Banner  Prepare website, gia chương visitors on design content forum trình website to  Booking  Prepare Promotion gifts fanpage page content for Quản lý  Banner  Logo, cover forum chương trình design design seeding Tổ chức trao  Email  Building  Username thưởng template content for for forum fanpage seeding
    87. 87. Human Resource Human Components for CampaignMarketing Creative IT - Ad Banner - Facebook apps - Email Marketing - Interactive Facebook & - Facebook Website
    88. 88. Work Process Tuần Dự Trữ 2 3 4 5 6 7 8 2 3 4 5 6 7 8 2 3 4 5 6 7 8 2 3 4 5 6 7 81 Promotion planning2 Banner booking3 Facebook content4 Forum seeding content5 Design6 IT7. ………….. …………... Sheet for reference, actually process depends on the human condition
    89. 89. Measurement and Evaluation  Measuring Campaign Performance  Measuring Marketing Tools Performance
    90. 90. Measuring Campaign Performance1. Goals Target• Web traffic results / Traffic goal• Number of players/ Players goal• Facebook fans end campaign/ Fans goal• Rank Alexa at begin campaign/ End campaign
    91. 91. Measuring Campaign Performance2. Brand Awareness• Google Analytic Branded Search Visits - (How many people are searching for my brand and visiting my site?) Direct Traffic – (How many people are aware of my brand and visiting my site?) New Visitors – (How many new visitors is my site receiving)• Facebook inside: Post Views Post Feedback
    92. 92. Measuring Marketing Tools Performance1. Online Advertising• Google Analytic Transfer Traffic - How many people are visit my site from ad banner? Google Goals – How many people reach to my site target? What people do on my site?
    93. 93. Measuring Marketing Tools Performance2. FacebookMeasuring Facebook effective performance usingFacebook insight report
    94. 94. Measuring Marketing Tools Performance3. Forum Seeding• Views• Thanks• Comments• Bad comments• Transfer link to website (statistics by Google analytics)
    95. 95. Reserves Plan /kế hoạch dự phòng/Reserves BudgetReserves Advertising PlanReserves Facebook Plan
    96. 96. Lesson and Learn From Experience
    97. 97. Discuss 1: Premium VS Free Premium
    98. 98. Competitors Analysis Free Premium 1.000.000 100.000 10.000 visitors players paid money
    99. 99. Competitors Analysis
    100. 100. Competitors Analysis
    101. 101. Competitors Analysis Login everyday and get more chips Up to 1.0M chips
    102. 102. Discuss 2: Online-Store/ Gifts …
    103. 103. Online-Store
    104. 104. Online-Store
    105. 105. Online-Store E-Store
    106. 106. Online-Store
    107. 107. Thank you!

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