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CASE StudyDTAC “WORK PLAY LOVE”                 1
dtac one DIY         dtac one DIY         The most successful Facebook campaign         in Thailand. It allowed you to dec...
Campaign Brief• Promote & Utilize WorkPlayLove Concept via the  online media channelCampaign Objectives   To gain awarene...
Target Audience  • Main Target : First Jobber  • 20-34 Year/ BKK-Urban / Upper-Middle Income  • Secondary Target : Online ...
Campaign Flow                                                          FB Advert : WorkPlayLove                           ...
Twitter #WorkPlayLove performance                                                        Period : Apr 28 – May 27, 2011   ...
FB Advert Performance                                     Ad Name                     Impressions          Clicks         ...
WorkPlayLove Quote Contest                             Period : May 15 – June 10, 2011                             Total U...
WorkPlayLove Submit QuotesWork : 605 quotes   Play : 341 quotes   Love : 720 quotes                                   9
dtac feel good fanpage                          12000                          10000                                      ...
Campaign Summary        Online Touch Points               User Engagement              Impression        Clicks to Website...
Learning, recommendation and conclusionTwitter influencers : ExcellentGood : many middle sizes influencers instead of few ...
Twitter + Microsite + Facebook    Contest + Facebook AdsCreate Linkage from #workplaylove           to product…
Empowered Facebookfor customer engagement & loyalty
Facebook for LIVE        15
Just a video post in another siteOnly engagement with users is the “Play” button                       16
Engage current viewers and     indirectly convince their friends     or followers to attend the show            by “Live” ...
Facebook Live Stream                  A viewer can interact with his                  Facebook friend and other           ...
Twitter Live WidgetA viewer can interact with other viewersand bring more followers to the show byauto-embedded URL       19
Summary of Facebook for LIVE   friends                    watch                                      watch                ...
Facebook for SHOP
Facebook Photo Album is widely used as shopping catalog                  Nothing is wrong, but there is a better way      ...
Products from an e-commerce site can bepulled to display on Facebook usingmany storefront apps      23
Social plug-in enable more  675     Baht   reaches to othersAdd to Cart                 24
Offer a deal or promotional                                  coupon to retrieve personal                                  ...
Summary of Facebook for SHOP  We can increase;   awareness by Social plug-ins or Storefront apps   conversion by Deals o...
Facebook for SUPPORT
It’s good to have comments on your Facebook Wallbut NOT for handling massive / aggressive questions                       ...
Types of support      Self Services                Enquiries             Live Supports •   FAQ / Knowledge Base    • Detai...
Transform your support modelStep I – Monitor closely & Act correctlyStep II – Have a right place for themStep III – Satisf...
Step I – Monitor closely & Act correctly                                                                       Sales Suppo...
Step II – Have a right place for them                      Instead of seeing irrelevant                      posts on Face...
Step III – Satisfy them by your great staffReal-time interact directly to customer support staff via    Live Support Widge...
facebook for RECRUIT
Career websites have been seeking candidates                    on Social NetworksAs a company, you can do both posting a ...
Job listing apps & facebook ads can utilize power of social network to persuade the most qualified candidates36
Social CapabilityLike & Send – for public & private sharingRecommend – auto suggest your friends if they would be matched ...
Accessibility                Submission – candidates can                submit an application directly                Prof...
Direct Targetfacebook ads – directly reach the most qualified candidatesTarget ads using profile data, such as:Educational...
Columnist                                        “Marketing Hub” –                                         Krungthep Tura...
Managing DirectorDigiBox Co.,LTD (Digital Consulting & PR)Digital Strategy AdvisorDeemoc Co.,LTD (Digital Agency)http://ww...
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Integrated Digital Campaign ให้เหมาะกับธุรกิจของคุณ Digital Marketing Summit 2012 โดย คุณวรวิสุทธิ์ ภิญโญยาง

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Digital Marketing Summit 2012โดย คุณวรวิสุทธิ์ ภิญโญยาง

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Transcript of "Integrated Digital Campaign ให้เหมาะกับธุรกิจของคุณ Digital Marketing Summit 2012 โดย คุณวรวิสุทธิ์ ภิญโญยาง"

  1. 1. CASE StudyDTAC “WORK PLAY LOVE” 1
  2. 2. dtac one DIY dtac one DIY The most successful Facebook campaign in Thailand. It allowed you to decorate yourself in Cartoon style. Monthly Active Users > 2M World Ranking : 2nd Facebook app. Popular Countries : Thailand , Malaysia & Hong Kong Result : Increased No. of Fans from 70,000 to 200,000 within a month. 2
  3. 3. Campaign Brief• Promote & Utilize WorkPlayLove Concept via the online media channelCampaign Objectives To gain awareness of the WORK PLAY LOVE campaign among target audience (20-34 / BKK-UB/Upper-Middle) To increase the number of dtac’s online channel’s fan-page 3
  4. 4. Target Audience • Main Target : First Jobber • 20-34 Year/ BKK-Urban / Upper-Middle Income • Secondary Target : Online PeopleSource: Nielsen media research: IMS 2011-1First Jobber: Sample 907 Est. Population: 4,073,000 4
  5. 5. Campaign Flow FB Advert : WorkPlayLove WorkPlayLove theme in Other Media #WorkPlayLove FB Quote Contest Official Website: With promotion detailShare on FB 5
  6. 6. Twitter #WorkPlayLove performance Period : Apr 28 – May 27, 2011 Total Influencers : 10 #WorkPlayLove Total Tweeples engage: 19,965 Total Tweet : 133,008 Average daily tweet : 4,156 Total Impression : 48,202,040#1 in Thailand Trending: 19 days#2 in Thailand Trending: 11 days(No1 Top Rank Hash Tag in Thailand Over a Month ) 6
  7. 7. FB Advert Performance Ad Name Impressions Clicks CTR % อาการติดfacebookเป็นไง? 1,479,650 633 0.043% กลเม็ดflirtชายในฝัน 1,472,162 534 0.036% ตื้อเท่านั้นที่ครองโลก!! 1,610,226 545 0.034% Period : May 13 – 31, 2011 รู้ตัวเป็นคนติดแชต อ่าน! 1,690,574 542 0.032% Buy Clicks : 4,478 อยากรู้มั้ยนายคุณชอบอะไร 1,781,627 503 0.028% Delivered Clicks : 5,176 เคล็ดลับพิชิตใจสาวสวย 1,781,944 481 0.027% Delivered Impressions 17,623,324 Click Through Rate : 0.029% เคล็ดลับให้เจ้านายรัก 1,922,433 511 0.027% อะไรสาคัญสุดในชีวิตคุณ! 1,882,357 488 0.026% ขอเสียงคนใช้ชีวิตคุ้มๆที 1,990,101 472 0.024% หนุ่มสาวชอบสังคมห้ามพลาด! 2,012,250 467 0.023% Total : 17,623,324 5,176 0.029% Highest CTR Lowest CTR 7
  8. 8. WorkPlayLove Quote Contest Period : May 15 – June 10, 2011 Total Users : 5,238 Average Daily Users : 222 Total Quote Submit : 1,666 Quote Image created : 233 Quote Image share/like: 2,248 Total Share (post+like) 3,914 Click to Website : 423 Estimated impressions* : 254,410 *50% of active users login daily. Average user has 130 friends https://www.facebook.com/press/info.php?statistics 8
  9. 9. WorkPlayLove Submit QuotesWork : 605 quotes Play : 341 quotes Love : 720 quotes 9
  10. 10. dtac feel good fanpage 12000 10000 Campaign Period 8000 6000 4000 More than Double Increasing rate ! 2000 0 5/1/11 5/3/11 5/5/11 5/7/11 5/9/11 5/11/11 5/13/11 5/15/11 5/17/11 5/19/11 5/21/11 5/23/11 5/25/11 5/27/11 5/29/11 5/31/11 6/2/11 6/4/11 6/6/11 6/8/11 6/10/11 6/12/11 6/14/11 6/16/11 6/18/11 6/20/11 6/22/11 6/24/11 6/26/11 6/28/11 6/30/11 dtac feel goood fan increase : May 15 – June 10 : 2,590 fan Average daily fan increase before campaign : 43 fan Average daily fan increase in campaign period : 100 fan • Fan still post quote and share image until now! • Fan growth rate has been higher since campaign start! 10
  11. 11. Campaign Summary Online Touch Points User Engagement Impression Clicks to Website Tweet #workplaylove 19,965 48,202,040 - workplaylove Contest 5,238 254,410 423 FB advert 5,117* 17,623,324 5,176 Total 30,320 66,079,774 5,622  Cost per user engagement : 11.5 Baht : Very Excellent (Compared to 25-30 baht CPE of Innity network)  Cost per impression : 0.005 Baht : Very Excellent (Compared to average campaign at 0.02 baht)  Cost per clicks (FB advert only) : 14.34 Baht : Good (Compared to average campaign at 20 baht) 11
  12. 12. Learning, recommendation and conclusionTwitter influencers : ExcellentGood : many middle sizes influencers instead of few big influencers create excellent result : natural quote without obvious commercial message makes people spread the words moreTo Improve : stronger linkage between #workplaylove and the package ONE D.I.Y. for example, we may use “WorkPlayLove” as the name of packageQuote Contest : Excellent (compared with investment)Good : this campaign gains a lot of user engagement and sharing without paid media supportTo Improve : enable users to share, comment and click like quote that were not created to be images will increase more buzz• Overall campaign is successful in terms of cost effectiveness on awareness of key message “WorkPlayLove” and on user engagement.• The activities were buzz naturally without paid media to drive campaign. 12
  13. 13. Twitter + Microsite + Facebook Contest + Facebook AdsCreate Linkage from #workplaylove to product…
  14. 14. Empowered Facebookfor customer engagement & loyalty
  15. 15. Facebook for LIVE 15
  16. 16. Just a video post in another siteOnly engagement with users is the “Play” button 16
  17. 17. Engage current viewers and indirectly convince their friends or followers to attend the show by “Live” comment via Facebook & Twitter17
  18. 18. Facebook Live Stream A viewer can interact with his Facebook friend and other viewers 18
  19. 19. Twitter Live WidgetA viewer can interact with other viewersand bring more followers to the show byauto-embedded URL 19
  20. 20. Summary of Facebook for LIVE friends watch watch current viewers Live Channel followers 20
  21. 21. Facebook for SHOP
  22. 22. Facebook Photo Album is widely used as shopping catalog Nothing is wrong, but there is a better way 22
  23. 23. Products from an e-commerce site can bepulled to display on Facebook usingmany storefront apps 23
  24. 24. Social plug-in enable more 675 Baht reaches to othersAdd to Cart 24
  25. 25. Offer a deal or promotional coupon to retrieve personal information from target audience and engage them… With user’ choices of Mobile phone number Email address Facebook message boxand follow up with promotional updates via correct channel 25
  26. 26. Summary of Facebook for SHOP We can increase;  awareness by Social plug-ins or Storefront apps  conversion by Deals or Promotional coupons  loyalty by communication via SMS, Facebook messages, or e-newsletters 26
  27. 27. Facebook for SUPPORT
  28. 28. It’s good to have comments on your Facebook Wallbut NOT for handling massive / aggressive questions 28
  29. 29. Types of support Self Services Enquiries Live Supports • FAQ / Knowledge Base • Detailed information / • Urgent request / Real- • User Community correspondence time response • Lowest cost of staff • Feedback, request, or • Require dedicated staff • Most wanted by brands report a problem • Most wanted by customersAs brands communicate to clients via Facebook,so those clients prefer to do the same way. 29
  30. 30. Transform your support modelStep I – Monitor closely & Act correctlyStep II – Have a right place for themStep III – Satisfy them by your great staff 30
  31. 31. Step I – Monitor closely & Act correctly Sales Support1. Use a tool to monitor yourFacebook wall & comment 2. Escalate to relevant group Tech Support Helpdesk System 3. Agent replies on behalf of Facebook page 31
  32. 32. Step II – Have a right place for them Instead of seeing irrelevant posts on Facebook Wall, clients can: • Search on FAQs/KB • Ask a question • Report a problem • Share an idea • Vote to increase priorities • Help each others to answer questions 32
  33. 33. Step III – Satisfy them by your great staffReal-time interact directly to customer support staff via Live Support Widget facebook chat Instant messaging Email (if agent is offline) 33
  34. 34. facebook for RECRUIT
  35. 35. Career websites have been seeking candidates on Social NetworksAs a company, you can do both posting a job andincreasing your brand awareness simultaneously 35
  36. 36. Job listing apps & facebook ads can utilize power of social network to persuade the most qualified candidates36
  37. 37. Social CapabilityLike & Send – for public & private sharingRecommend – auto suggest your friends if they would be matched 37
  38. 38. Accessibility Submission – candidates can submit an application directly Profile – integration with professional social network site to retrieve profile information 38
  39. 39. Direct Targetfacebook ads – directly reach the most qualified candidatesTarget ads using profile data, such as:Educational background, Work experience, Interests and skills, Location,Experience level 39
  40. 40. Columnist  “Marketing Hub” – Krungthep Turakij  “Social Media Club” – Positioning Magazine  “IT Trends” – GM Biz Magazine TV Program  DigiLife TV (Nation Channel)Co-author of The Best Selling Book about Digital Marketing “iMarketing 10.0” 40
  41. 41. Managing DirectorDigiBox Co.,LTD (Digital Consulting & PR)Digital Strategy AdvisorDeemoc Co.,LTD (Digital Agency)http://www.deemoc.comEmail : worawisut@me.comTwitter : @worawisutFacebook : facebook.com/MktHubPhone : 085-1218508 41
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