Leaum vietnam's credential_2011


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  • Web 1.0: The conversation was all one-way: from brand to consumer. Now the customer strikes back: Personal opinion EXPLODES over the web. And new opinion leaders emerge. Your opinion matters. My opinion matters. They can create content without knowing HTML: Blogs, Media sharing They can enhance existing content: Comments Ratings & Reviews Rants & Raves Recommendations Tags They can also appropriate content and mash it up with existing apps without programming knowledge : via RSS, APIs and AJAX (I.e. Google Maps, Flickr photos) A copywriter’s point of view is now the least effective and relevant part of the mix.
  • Your Phone is now more than a phone… it’s a device, a mini computer in your palm. It’s all the previous handheld devices rolled into one. It is now connected to the net… and all the information contained therein is at your fingertips. Your camera Your MP3 player Your phone Your address book Your diary and calendar Your gameboy Your web browser Your email client For most people the wonders of digital technology will be first experienced via a mobile phone rather than a computer, game console, digital camera or MP3 player
  • We’re all just a click away. Social networking application has brought us all closer together. Finding old friends and creating new ones has never been easier. And communicating has never been easier. We can: text, chat, message, VoIP, email, join cliques, groups, networks, poke, throw sheep and smear with peanut butter. Or to expose ourselves, lay our lives open: our likes, dislikes, tastes in music, movies, literature, our career paths, education Virtual worlds also means that we can interact within a range of virtual environments: From the Battlefields of Arathi Basin (World of Warcraft) To the nightclubs of Virtual (Second Life)
  • The target is getting smaller… it’s just the size of one person: YOU And as far as you’re concerned that’s the only relevant target. Contextual Targeting: “a subject of particular interest to you” as revealed by: “ relatedness” to the content you are currently viewing or keywords you search on Related recommendations (i.e. Amazon) and “crowd wisdom” Behavioural Targeting: “a subject you’ve revealed a preference for” as revealed by: A previous (or current) activity such as a search, click, though or purchase “ relatedness” to the activity you are currently doing… or have done It usually runs like this: We know little about you When you hit our site, we observe the pages you click or the searches you make We serve you contextual ads initially --> related to the content your are viewing If you respond to an offer or click a specific link, we start moving into behavioural mode Base on your previous actions (just browsed, almost bought but abandoned, bought, repurchased etc.) we start targeting you behaviourally. If you are in a database for instance, we can observe what emails and offers you respond to. If you show high propensity to click on certain offers, we try more of the same If you don’t we try a more contextual tack until we start getting a response. Think of it like a seduction. If you can find out what your object of desire is into, you ask him/her on a date that is going to get you to the first base. This is contextual. What you then do on that first date in order to get the goodnight kiss and the second date… well that’s purely behavioural.
  • Leaum vietnam's credential_2011

    1. 1. LeaUM Vietnam’s 2011
    2. 2. Content <ul><li>About LeaUM Vietnam </li></ul><ul><li>Digital Marketing Platform 2.0 </li></ul><ul><li>Digital Marketing Platform in Vietnam </li></ul>
    3. 3. <ul><li>Founded in 2008, LeaUM Vietnam’s - Leading future innovation and Unlimited Connecting for Marketing platform is Vietnam’s leading Social Media & Digital Marketing Company. </li></ul><ul><li>Youthful, passionate, dynamic, constantly innovating and help you push back technological boundaries. </li></ul>About LeaUM Vietnam
    4. 4. <ul><li>Vision: Become Top 2 media conglomerate in the world in 50 years. </li></ul><ul><li>Mission: Contribute to value creation for customers through differentiation strategies. </li></ul><ul><li>Value: LeaUM Vietnam – Customers is not KING , LeaUM Vietnam always put our people on top and the customer will become KING . </li></ul><ul><li>Business Philosophy: Understanding Social - Creativity value – Our unique difference to success. </li></ul>About LeaUM Vietnam
    5. 5. About Us – Our Business Approach (*) Before a proposal is sent to you, it must go through 21 steps internally Brief Research Concept --- Beginning Redaction Concept_V1 --- End Brainstorming corrections Concept _V1 Corrections Concept_V2 Brainstorming corrections Concept _V2 Action Concept _V1 --- Beginning Redaction Action Concept_V1 --- End Brainstorming Corrections Action Concept_V1 Corrections Action Concept_V2 Brainstorming corrections Action Concept_V2 Digital Marketing Strategy Planning_V1 --- Beginning Digital Marketing Strategy Planning_V1 --- End Quality control on V1 Approval Beginning of the V1 end Corrections Digital Marketing Strategy Planning_V2 --- Beginning on V2 --- End Quality control on V2 Brainstorming final version approval Master delivery
    6. 6. Adapter Network Technology Web Application Development web Application Integration Application Architecture and system Design Comprehensive and Scale Product Database Development and Design Web Enabling Technologies Attract Prospects Engage Visitors Strengthen Reach About Us – Our Marketing Service Approach Strategy Online Strategy Consultation Online Media Planning Analysis and Reports Service Competition Management Marketing Programs Creative Digital Brand Development Digital Information Design Rich Media Design Broadband Media Streaming Content Development
    7. 7. <ul><li>Media buys and Consultancy </li></ul><ul><ul><li>Planning and Buys </li></ul></ul><ul><li>AdNetwork buys and Consultancy </li></ul><ul><ul><li>Suggest proper channels for advertising </li></ul></ul><ul><ul><li>Suggest payment methods base on the needs of the Brand </li></ul></ul><ul><li>Community Seedings </li></ul><ul><ul><li>Go and feed the information that Brand wants to convey their audience in a form or “Human media”. </li></ul></ul><ul><ul><li>Increase the trust to the target audience when people talks about brand. </li></ul></ul>Media Services
    8. 8. <ul><li>Content Management </li></ul><ul><ul><li>Every websites need its news to keep their audience coming back. This service is to provide the support of content feeding in order to keep the site live. </li></ul></ul><ul><li>Google, Facebook, Youtube Media buys </li></ul><ul><ul><li>Brand can take advantages from these are strong social and search media when it can reach to a larger audience. </li></ul></ul><ul><ul><li>Consult in keywords, channels, targeting solutions and design ad creative </li></ul></ul><ul><ul><li>Building an Interactive Customer Community </li></ul></ul><ul><li>Third Party Tracking </li></ul><ul><ul><li>Provide tracking service to banner, microsite, website </li></ul></ul><ul><li>After Campaign Review and Evaluate </li></ul>Media Services
    9. 9. <ul><li>SEO & SEM </li></ul><ul><ul><li>SEO – Search engine optimisation: this service is to increase the exposure of the site to search engine. Therefore, audience can easier find what they look for. </li></ul></ul><ul><ul><li>SEM – Search engine marketing: this service is to advertise directly to the internet users at sponsored area of the result page. The ad only appear according to its keywords list attached to the advertisment. </li></ul></ul>Media Services
    10. 10. <ul><li>Widget </li></ul>Production <ul><li>Widget is a desktop application which can be downloaded and used to increase the engagement between Brand and its Audience. </li></ul><ul><li>This example is Tet widget for Pepsi was showing Pepsi’s news, audience’s profile and status of sending wishes to friends. </li></ul><ul><li>Widget application can expand more to calendar, remider, notes, or news feeding. </li></ul>
    11. 11. Production <ul><li>Interactions from target forums to website. </li></ul><ul><li>Interactions from website </li></ul><ul><li>to target forums. </li></ul><ul><li>Members no needs sign-up. </li></ul><ul><li>Needs 1 account/ID for all sites . </li></ul><ul><li>No regular banners, no advertisement </li></ul><ul><li>A part of contents, more </li></ul><ul><li>Engagement, more Interaction. </li></ul><ul><li>Filtering info fit with member’s </li></ul><ul><li>Interests. </li></ul><ul><li>Daily automatically updating info </li></ul><ul><li>. Weekly email fit with member’s interests. </li></ul><ul><li>Connecting everyone with his/her own interests </li></ul><ul><li>Add-on Digital </li></ul> An Add-on
    12. 12. Production <ul><li>Game Development </li></ul>
    13. 13. Our customers
    14. 14. Digital Marketing Platform 2.0 What’s Happening? Who’s Thriving?
    15. 15. Web 2.0: The Highs & Lows <ul><li>2000: Google launches keyword advertising </li></ul><ul><li>2001: Wikipedia </li></ul><ul><li>2002: Friendster, RSS 2.0, Xbox Live </li></ul><ul><li>2003: mySpace, Second Life </li></ul><ul><li>2004: “Web 2.0” coined, Google IPO, flickr & Gmail launch </li></ul><ul><li>2005: GoogleMaps, YouTube, Xbox 360 </li></ul><ul><li>2006: Wii, Facebook goes public </li></ul><ul><li>2007: iPhone, Google announces Android & buys Doubleclick, Facebook announces Platform, Amazon launches Kindle eReader </li></ul><ul><li>2008: ??? </li></ul>
    16. 16. What’s Web 2.0? “ Read/Write/viral/ Real-time feed on Wall” = The Customer Strikes Back  An Add-on
    17. 17. What’s Web 2.0 Application?  An Add-on
    18. 18. Game Player Banner Ads Banner Ads What’s Web 2.0 Application?
    19. 19. What’s Web 2.0 Application? <ul><li>Engagement Bar </li></ul>sample web page
    20. 20. What’s Web 2.0 Application? <ul><li>Engagement Bar Demo </li></ul>
    21. 21. Engagement Bar “ Structure” <ul><li>The Engagement Bar consists of the followings: </li></ul><ul><li>Advertiser’s Logo </li></ul><ul><li>Social Network Buttons </li></ul><ul><li>Twitter Feed </li></ul><ul><li>Tab Ad </li></ul>Advertiser’s Logo: Social Network Buttons: Twitter Feed: Tab Ad: Engagement Bar Specifications CPE “Engagement” is defined in the case of the Engagement Bar Ad unit as follow: Any click action will be counted as an engagement. When user click: 1) Advertiser Logo/ 2) Any social network buttons/ 3) Twitter Feed/ 4) Tab/ 5) The minimize button
    22. 22. Engagement Bar “ User Experience” <ul><li>The Engagement Bar consists of the followings: </li></ul><ul><li>Advertiser’s Logo </li></ul><ul><li>Social Network Buttons </li></ul><ul><li>Twitter/Facebook Feed </li></ul><ul><li>Tab Ad </li></ul>Advertiser’s Logo: Social Network Buttons: Twitter Feed: Tab Ad: Twitter feed can be called and displayed on the engagement bar. User can click on the URL within the feed. It can be a standard 336x280 flash animation that user can click on & link to the advertiser’s landing page. Engagement Bar Specifications When user click on the Advertiser logo, a new window will be opened up and link to the advertiser’s landing page. Engagement Bar can adapt up to a max of 4 social buttons. When user click on any of the social buttons, it will link user to the advertiser’s social network page.
    23. 23. Engagement Bar Specifications & Ratecard Ad Format : Engagement Bar Ad Content Dimension : 1100 x 32 File Size : 10 kb File Format : SWF (FLA) Video File Size : 1 mb Video File Format : FLV In-Page Lightbox or also known as LightboxAd appears after user starts to engage with another In-Page ad formats such as Leaderboard, Rectangular, Skyscraper and etc. CPE: Cost per Engagement.
    24. 24. What’s Mobile 2.0? Talk + Text + Web + Media + Apps = Mobile Devices
    25. 25. Mobile 2.0 Applications <ul><ul><ul><li>Mobile Apps </li></ul></ul></ul><ul><ul><ul><li>24/7 sticked to Metro-male </li></ul></ul></ul> An Add-on
    26. 26. How Mobile Applications works Pop up in Menu Page (Top/Bottom): Pop up in text page (appear in maximum 5s for user to click to see/read). In “News” Box => “Apps and the City” Banner
    27. 27. Mobile Display Ad Strategy A. User is presented with Graphic/Text ad Banner on mobile sites Graphic Ad Banners MOBILE INTERNET & APP DISPLAY ADVERTISING B. Upon Clicks, users are directed to Landing pages to interact with Brands; via URL link <ul><li>Mobile Landing </li></ul><ul><li>Page Upon Clicks </li></ul><ul><li>on Ad banners </li></ul><ul><li>URL Link to Mobile WAP Page ( mobile sites ) </li></ul><ul><li>OR </li></ul><ul><li>Customized Mobile landing Page to deliver Campaign messages, with/without OPT-IN leads acquisition </li></ul>1. Acquire Mobile Interaction 2. Results 3. Viral Identity
    28. 28. What’s the Social Grid 2.0? one degree of separation = We’re all just a click away <ul><li>Interactions from target forums to website. </li></ul><ul><li>Interactions from website </li></ul><ul><li>to target forums. </li></ul><ul><li>Members no needs sign-up. </li></ul><ul><li>Needs 1 account/ID for all sites . </li></ul><ul><li>No regular banners, no advertisement </li></ul><ul><li>A part of contents, more </li></ul><ul><li>Engagement, more Interaction. </li></ul><ul><li>Filtering info fit with member’s </li></ul><ul><li>Interests. </li></ul><ul><li>Daily automatically updating info </li></ul><ul><li>. Weekly email fit with member’s interests. </li></ul> An Add-on <ul><li>Connecting everyone with his/her own interests </li></ul>
    29. 29. What’s Advertising 2.0? Contextual & Behavioural Targeting/Real-time Content Banner = Ad Relevance  An Add-on
    30. 30. What’s Shopping 2.0? Customer Ratings, Reviews & Recommendations = weCommerce  An Add-on
    31. 31. Social Media Platform in Vietnam  An Add-on
    32. 32. Enough Already The 2.0 World is changing the way we do everything!
    33. 33. LEAUM Vietnam Co.,Ltd (h.o): D1 – 7F , 590 Cach Mang Thang 8 Bdlv , Ward 11, Dist 3, HCM City (t): (+84 8) 222.11.927 - (f): (+84 8) 222.11.896 (w) www.leaum.com.vn Mr. Phạm Phú Thành Social Media Marketing Strategy Leader (m): (+84) 098.939.1319 (e): [email_address]