Digital 2008 red pres

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Digital 2008 red pres

  1. 1. 11“Copyright
©
2008
red
|
brand
builders.
All
rights
reserved”.

  2. 2. red is beautifully simple and powerfully bold.The colour of passion, life, luck and success.
  3. 3. To build a sustainable competitive advantage.We create long-term brand building partnerships.
  4. 4. A full-service branding and marketing agency.The red team blends international expertise with local know-how, offering clientsclever ways to connect their brands with consumers to deliver winning results.
  5. 5. We start with an analysis of our clients’ complete brand environment,speak the truth in advising what needs to be done, and make it happen.Vietnam market entry - Brand strategyBrand campaigns - Brand design - Brand packagingBrand activation - Brand digital - Brand trade marketing
  6. 6. Marc Graduated from the David Syme Business School in Melbourne, has built and operatedbrand consultancies for more than 20 years, and held several interesting corporate roles –Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’sAustralia and Regional director of Marketing Burger King Corporation. In Vietnam Marc hasbeen Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.Marc began an intense strategic internet focus in 1998. In the digital space he consulted toGlorious Sun Enterprises Hong Kong in 1999 to develop online retail strategy for Jeans West– Project name VIRUS.He then worked as GM of a JV between WPP and Beijing Telecom in 2000 in Beijing, to builda personalised web portal in Mandarin. Numerous online projects have followed. All brandled, rather than technically driven.
  7. 7. Originally from Northern Ireland, Chris has lived in the region for 8 years, the last 3 inVietnam. A UK Chartered Marketer, Chris has been at the forefront of digital marketingpractice since it’s commercial inception in 1997. Chris has helped to build many famousbrands throughout U.K. and across Asia Pacific.Setting up one of the leading digital marketing agencies in Singapore in 2000, Chris has hadthe pleasure of launching British Airway’s first flat bed online, Japan’s first multi-lingual e-commerce linked internet radio station, and Volkswagen’s first SE Asia “visualizer”, directlylinking customers to their local dealers across 8 countries.More recently, Chris has lead agency teams to develop Tiger Beer’s regional digital marketingefforts and the complete re-engineering of online customer service for both Citibank AsiaPacific and Malaysia Airlines, respectively winning the year’s Asia Tourism and Travel Awardfor “Best Airline Online Marketing” and “AC Nielsen / Global Finance Magazine “BestConsumer Internet Bank” 3 years in row.
  8. 8. 88todays
presentation• Marc
Gough:– why
is
the
digital
channel
so
critical
in
brand
building
?• Chris
Elkin:– What
is
the
most
effective
process
to
follow,
in
order
to
use
the
digitalchannel
to
build
your
brand
?• Our
case
study
today
is
based
on
our
analysis
of
how
Brand
Coca‐Colais
using
digital
channels
in
the
USA• Best
practice
work,
from
the
worlds
most
valuable
brand
  9. 9. 99as
professional
marketers
we• Build
Brands
by
forging
emotional
connections
betweenproducts
or
services
and
consumers– Because
an
emotional
connection






is
a
sustainable
competitive
advantagethat
consumers
will
pay
a
premium
for



and
that
competitors
will
struggle
to
duplicate
  10. 10. 1010we
understand
the
changeFrom
label To
brandand
the
value
it
creates
  11. 11. 1111• Coca‐Cola’s
revenue
2007:
28
Billion
USDSource:
The
Coca‐Cola
company• Coca‐Cola’s
brand
value:
66
Billion
USDSource:– a
little
later,
Chris
will
talk
about
how
Coca‐Cola
are
usingthe
Digital
Channel
at
the
heart
of
their
brand
building– but
lets
start
by
reviewing
the
brand
building
process
  12. 12. 1212Step
1:
Create
a
Brand
FrameworkProposition:

Brand
Coca‐Cola
‐
‘Refreshment’Benefit(s):

Refreshment
in
body,
mind
and
spiritReasons
to
Believe:Functional• Water,
sugar,
caffeine• ‘Secret’
formula• Carbonation• ‘Burn
and
bite’
at
theback
of
the
throatEmotional• Social
acceptance• Contemporize
and
connect
yourself• Optimism• A
personalised
worldsustainable
advantages
  13. 13. 1313Step
2:
brand
identity
‘embodies’
the
framework
  14. 14. 1414Step
3:
campaign
amplifies
the
brand
proposition
  15. 15. 1515emotions
are
the
key
to
value• brand
campaigns
‐
communicate
both
functional
andemotional
RTB’s– but
in
many
categories
functional
Reasons
to
Believe
are‘cost
of
entry’• emotional
RTB’s
‐
build
relationships,
loyalty
and
‘meaning’into
transactions– the
core
of
sustainable
competitive
advantage
and
thecreation
of
‘brand
value’– and
when
you
consider
communication
channels....13
  16. 16. 1616...digital,
is
the
most
emotional
channel14
  17. 17. 1717...because
digital,
is
the
most
personal
channel

































your
phone,
your
blog,
your
email,
your
iPod,your
social
network,
your
address
book...
















....chosen,
managed,
and
used
only
by
you
















































communications
feel...
‘just
for
you’15
  18. 18. 1818the
most
measurable
channel


















&
potentially,
the
most
cost
effective
channelbut
there
is
a
lot
of
noise,
because
of
low
barriers
toentry,
which
is
why
a
disciplined
digital
planning
processis
so
important












































‐
thank
you
for
your
attention




I’d
now
like
to
introduce
Chris
Elkin
to
talk
about
the
digitalplanning
process...16In
the
media
mix,
digital
is
also
  19. 19. Your
brand
experience
is
createdacross
many
‘touch
points’
  20. 20. With
so
many
digital
touch
pointshow
do
you
build
your
brand
online?
  21. 21. Creating
your
Digital
Brand
Building
Strategy
  22. 22. Creating
your
Digital
Brand
Building
Strategy
  23. 23. Your
online
value
propositionAn
OVP
is
all
about
extending
your
overall
brand
proposition
‐
tooffer
unique
online
benefits
and
and
new
experiences
tobuild
your
brand
relationshipCreating
a
brand
OVP
enables
you
to
clearly
set






































digital
marketing
objectivesand
measure
business
results
  24. 24. Put
your
target
audience
attitudes,
demographics
andonline
behavior
at
the
heart
of
your
digital
marketingplanningCombine
your
OVP
with
your
brand
consumer
insights
tocreate
a
unique
online
brand
experienceCreating
your
online
value
proposition
  25. 25. Online
Value
Proposition• A
completely
new
virtualexperience
extendingthe
‘Coke
Side
of
Life’
to
createa
deeper
brand
relationshipthrough
digital
channelsCreates…• mycoke.comThe
Coke
online
value
proposition
  26. 26. Creating
your
Digital
Brand
Building
Strategy
  27. 27. Raise
awareness
‐
spread
the
wordSearch
Engine
OptimisationOctober
2008
‐
29
billion
searches
in
Asia
Pacific.
Source
comScore,
inc.“In
Southeast
Asia,
Vietnam
is
the
number‐one
priority
of
Yahoo.”
Tom
Sipple,
MD,
Yahoo
SE
Asia
  28. 28. Improve
the
volume
and
quality
of
your
audience
“naturally”Create
reciprocal
links,
content
and
HTML
coding
relevant
to
specific
keywordsRemove
barriers
such
as
too
much
‘flash’
animationxRaise
awareness
‐
spread
the
word
  29. 29. Search
Engine
Key
words
&
sponsored
linksPay‐per‐click
to
increase
your
site
ranking
&
visibility
in
search
engine
page
resultsGoogle
AdWords,
Yahoo!
Search
Marketing
and
Microsoft
adCentre
largest
playersRaise
awareness
‐
spread
the
word
  30. 30. Paid
Online
Advertising


































Banner
Ads…
(yawn)Raise
awareness
‐
spread
the
word
  31. 31. Get
creative
and
seek
out
moreInteractive,
Rich
Multimedia
formats
to
drive
traffic
to
your
siteRaise
awareness
‐
spread
the
word
  32. 32. Online
PR
‐
Reach
audience
through
their
daily
news/interestsRaise
awareness
‐
spread
the
word
  33. 33. Create
‘buzz’
across
high‐traffic
Youtube,
Forums
and
Blogs
Viral
/
Content
SeedingRaise
awareness
‐
spread
the
word
  34. 34. Tap
into
the
Vietnamese
desire
to
share
and
express
themselvesSocial
Networking
‘Hooking’Ads
can
also
be
place
in
a
highly
targeted
way
around
user‐demographic
info’Raise
awareness
‐
spread
the
word
  35. 35. Leverage
content
partnerships
/
sponsorshipsRaise
awareness
‐
spread
the
word
  36. 36. Leverage
Email,
Chat,
SMS,
MobileDigital
word
of
mouth
effect,
anytime,
anywhereRaise
awareness
‐
spread
the
word
  37. 37. Communicate
your
website
addressacross
all
your
communication
touch
pointsDrive
audience
to
your
website
and
back
into
the
real
worldwww.mycoke.comRaise
awareness
‐
spread
the
word
  38. 38. Creating
your
Digital
Brand
Building
Strategy
  39. 39. Encourage
participation
with
exclusive
incentives
“Design
The
World
A
Coke”
contestDifferentiate
through
engagement
  40. 40. Personalise
your
own
Coke
bottle
designDifferentiate
through
engagement
  41. 41. 1000’s
of
ways
to
express
yourselfDifferentiate
through
engagement
  42. 42. “Mash
up”,
rate
and
share
your
design
with
friendsDifferentiate
through
engagement
  43. 43. Share
brand
/
user‐generated
content
as
downloadsDifferentiate
through
engagement
  44. 44. Music,
Videos,
Wallpapers,
Screensavers
&
Desktop
Games…can
all
be
used
to
deepen
emotional
brand
connectionsDifferentiate
through
engagement
  45. 45. Creating
your
Digital
Brand
Building
Strategy
  46. 46. Build
your
brand
database
and
opportunitiesfor
interactive
experiences
and
ongoing
dialogueDrive
customer
acquisition
  47. 47. Provide
incentives
to
entice
your
audience
to
share
their
detailsmycoke
‘CC
Metro,’
is
a
3D
virtual
environment
offering
a
completely
new
experienceDrive
customer
acquisition
  48. 48. Members
can
personalize
their
space,
socialize
with
other
members,
access
music‐mixers,gaming,
sports
and
entertainment,including
paintballing,
a
skate
park
and
a
theater
featuring
exclusive
videos.Drive
customer
acquisition
  49. 49. Integrate
online
and
offline
marketing
activities
to
drive
youraudience
to
your
website
and
back
into
the
real
worldmycoke.comDrive
customer
acquisition
  50. 50. Creating
your
Digital
Brand
Building
Strategy
  51. 51. Build
ongoing
engagement
andpositive
word
of
mouth
associationmycokerewards.com
loyalty
programBuild
brand
loyalty
  52. 52. Recognise
and
reward
customersfor
something
they’re
already
doingSince
late
2006,
1
new
member
has
registered
every
4
seconds,Spending
an
average
8
minutes
per
visitRegister online Collect codes frombottle topsRedeem codes onlineto be rewardedBuild
brand
loyalty
  53. 53. Always
consider
new
technologiesto
strengthen
relationships
with
your
customers
and
partnersGive
customers
rewards
that
drive
them
to
partner
storesDesktop widget toredeem cap codes& get latest newsSMS/MMS contest/event entry/alertsViral cards Partnere-couponsBuild
brand
loyalty
  54. 54. Creating
your
Digital
Brand
Building
Strategy
  55. 55. Leverage
key
learnings
to
continually
strengthenyour
brand
online
value
propositionWhat
is
working
and
what
is
not?–
Align
your
business,
brand
and
marketing
objectives–
Decide
how
your
objectives
will
be
measured
&
analyzed
at
the
start–
Set
benchmarks
for
successMeasure
business
results
  56. 56. 1)
Awareness2)
Brand
OVP
‐
first
impressions4)
Acquisition
‐
new
members
/
salesMost
popular
content
Next
page
seen
after
homepage%
Homepage
Abandonment3)
Engagement
‐
quality
of
interactionsPromotion
EntriesViral
SharingConsistently
measure
your
digital
interactions
to
increase
the
relevance
of
your
online
vale
proposition5)
Loyalty
‐
repeat
engagement
/
brand
pref’Membership,
Brand
preference
&
sales
growth
over
time%
Repeat
Visitors
Average
Visit
LengthNumber
of
downloads
/
VisitorsPage
views
per
Visitor%
Traffic
on
homepageMembership
Registration
‐
opt
in
/
outBrand
Sales
Total
Website
VisitsPage
viewsReferral
touch
point
sourcesBrand
websiteTouch
PointsMeasure
business
results
  57. 57. Creating
your
Digital
Brand
Building
Strategy

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