Buiding brand using print, digital and social

Presentation for: M2
Summary: Content Creators
March 4, 2015

This slideshow is from a presentation at the M2 Marketing & Media events
in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and
to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV

What do you want me to focus on?
Ringier Vietnam Media
Visit VietnamBusiness.TV for
Vietnam business insights, videos & research

What I’ve been thinking about…
Technology has
crippled advertising
Facebook and
Google are Gods
Content is king.
Conversations are queen

What’s been on my mind…
Advertisers are willing
to sacrifice quantity
for better quality
engagement with their
target consumers

We all know…
Publishers have been
hurting…
But advertising
agencies are also
feeling the pain

I believe…
We share the
same savior
We just have
different paths to
almighty $$$

But it won’t be easy
Publishers vs. Agencies

The winners will be…
The client (and FB and Google)
will make the money, which may be good

Ringier Vietnam is the Vietnamese office
of Ringier AG, a Swiss media company
with leading positions across Europe,
Asia and Africa. The company has been
operating in Vietnam since 1992 and has
created or introduced the leading media
titles in all its categories. www.ringier.vn
Ringier Vietnam MediaRingier Vietnam Media

What and Who is Ringier Focused on in Vietnam?
1. Launching and
developing leading
intl’ women’s brands
in Vietnam
2. Digital businesses
based on directories
and communities
3. Online classifieds
• Women
• Age: 25-35
• AB (SEC)
*Starting to explore
the men’s market

Ringier Vietnam Has the Right Brands
Publishing
Directory
Classifieds

Ringier Vietnam Publishing Values
branding for
credibility and impact
content for reach
and engagement
360-degree
campaigns

Ringier Media 360-Degree Publishing Strategy
Mobile
& Tablet
Social
media
Special
editions
Magazine
Email
Direct
Marketing
Website
Events

,540App Downloads
33,002
YouTube
Subscribers
5,251,000
Web Visitors/month
1,380,451
Facebook Fans(Extremely fast growth (20% month))
542,349
Reader Database
Ringier Media Has Reach Right Audiences:
Women
7.3mMedia Consumers
(85% women aged 24-55 in HCMC and HN)

26,638,333Facebook Active Readership
(Monthly Averages)
Ringier Media Has Engagement
18,012,630Website Pageviews(Monthly Averages)

,000,000+Women’s interest articles and photos database
Ringier Media Produces an Enormous Amount of Content
2,600+NEW women’s interest pieces/month
(Magazine, website and digital)

Ringier Media Digital Strategy Success
Ringier media digital
strategy is seeing more
than double YOY growth
● FB Fans
● Website Members
● Traffic
Email open rates: >10%
2xYOY Increase

Back to my point…
We know digital consumption is growing

Where are publishers (and agencies) headed?
We know social and mobile are growing

Big Picture Concept: Traffic vs. Engagement
We want more for our money

Facebook won

Youtube won

We know we need to “go digital”

It’s easy to have digital! And spend digitally.

You probably see up to 5,000 ads a day

Web ads are increasing, but clicks are decreasing

Display ads and attention are dropping

People are tuning out of TV

Ringier Vietnam Media Mobile is replacing desktop

Where’s the display ad here?

There’s only one thing that’s working…

Babycenter is owned by Johnson & Johnson

Redbull media is growing to eclipse Redbull drinks!

And it’s not just happening overseas. Brands are trying it in Vietnam.

Who makes this website?

E-Commerce is getting into print!

What do these
media channels all
have in common?

Big Picture Concept: Content Marketing (Native Advertising)

Content
Optimized
Strategic
(SOC)

Facebook
Youtube
Websites
E-Newsletters

Strategic Optimized
Content (SOC)
1. Builds traffic
2. Builds loyalty
3. Builds engagement
4. Builds conversions

For non-publishers or for
small markets…
1. It’s hard
2. It’s expensive
3. It’s distracting
4. It’s made for a very
specific audience

Magazines have always
been about special audiences

My future predictions…
Companies (clients) will
demand more and more
accountability and
customer engagement
for their $$$
And they will publish.

Publishers will have to
become agencies –
focused on solving the
client’s problem in
addition to getting
readers’ attention

Agencies will have to
build in-house publishing
teams
It’s all going to
be a mess

Clients, Agencies,
Publishers, Individuals…
We will all become
“content creators”

And technology will
continue to link content
creators to advertisers
directly, further eroding
the trad. publisher
and agency
b-model

But as a reader, I think
you’re going to love it.

Thank you

Buiding brand using print, digital and social

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