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Euro RSCG  Digital Workshop Why Digital  and  what you absolutely need to know . by Jan Los
Agenda <ul><li>I.  Euro RSCG 4D Digital  </li></ul><ul><ul><li>An Introduction to Digital, Digital Capabilities </li></ul>...
Euro RSCG Digital <ul><li>Digital division formed in 2004 </li></ul><ul><li>Evolution from internal agency supplier to ind...
What is special on 2009? <ul><li>1 st  year when… </li></ul><ul><li>… UK online advertising spending overtook TV </li></ul>
What is special on 2009? <ul><li>1 st  year in CZ when… </li></ul><ul><li>…  the number of mobile internet users doubled t...
What is special on 2009? <ul><li>1 st  year in CZ when… </li></ul><ul><li>… social portals were visited more than news por...
What is special on 2009? <ul><li>1 st  year in CZ when… </li></ul><ul><li>… a local TV show directly connected with social...
When was the last time you visit at least one of these pages?
Numbers (in brief) <ul><li>How many Internet users are in the Czech republic? </li></ul><ul><li>83% every day </li></ul><u...
What content? <ul><li>What type of content are users mostly looking for? </li></ul><ul><li>Entertainment (games, chat) </l...
Looking for? <ul><li>What type of content are users mostly looking for? </li></ul><ul><li>1. Information & E-mail </li></u...
Channels <ul><li>What channels are we using for communication? </li></ul><ul><li>Facebook </li></ul><ul><li>E-mail & Skype...
Channels <ul><li>What channels are we using for communication? </li></ul><ul><li>1. Mobile phone – SMS, CALL </li></ul><ul...
Trends and Strategies for Digital Channels
Your customers have their own spaces
And spaces where they connect with others
Creating new opportunities for how you manage your brand
And integrate activity from the offline world Experiential Sales  Promotion In-Store Experiential PR Press Outdoor Radio TV
Creativity  is a must <ul><li>What works for effectiveness? </li></ul><ul><li>Brand   experience </li></ul><ul><li>Call- t...
It's not what you know, it's who you know that's important <ul><li>Recommendations by personal acquaintances and opinions ...
Brand websites losing to social?
Brand websites losing to social?
Brand websites losing to social?
Brand websites losing to social? <ul><li>Conclusion? </li></ul><ul><li>Brand websites are not dead, still playing an impor...
Key Channels, Strategies...
Euro RSCG 4D Approach <ul><li>Internet Marketing Strategy: </li></ul><ul><li>Banner campaigns, pay per click, search ads, ...
Mechanism PRODUCT  MICROSITE PROMO  MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDOOR) SOCIAL MEDIA
Step by step CORPORATE  WEBSITE PRODUCT  MICROSITE PROMO  MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDO...
Digital as part of comm stream PR OUT DOOR IN-STORE DIGITAL TV PROMO
Tracking & Reporting   Tracking Reporting Collecting & Analyzing Data Identifying visitors source and their behavior Measu...
Key trends channels <ul><li>New media formats  (Video & Interactive Banners) </li></ul><ul><li>Social marketing evolution ...
Selection of successful digital  c ampaigns in 2009
Sleepless at Playground
Cadbury one for you and one for me <ul><li>Assignment:  </li></ul><ul><li>CSR campaign </li></ul><ul><li>In short:  </li><...
Nike – Human Race <ul><li>In short:  </li></ul><ul><li>In Argentina, you can follow the race live thanks to an innovative ...
Burger King – One dollar campaign <ul><li>Assignment:  </li></ul><ul><li>Promote new BK 1 dollar menu </li></ul><ul><li>In...
What if outdoors could talk <ul><li>Jameson's (an irish whiskey) interactive-real-time-wall </li></ul>
Burger King – Have it your way Try it!
Cravendale is back (and still has something to say)
Diesel helmet – Quique the head Try it!
Prototype – Facebook connect <ul><li>Assignment:  </li></ul><ul><li>Introduce a new game in a non-traditional way in digit...
Carte Noire <ul><li>Assignment: Develop a promotion for Valentine´s Day  </li></ul><ul><li>In short: On the website, the F...
Pilsner Urquell – new website campaign <ul><li>Assignment:  </li></ul><ul><li>Promote the new PU website with the most eff...
Pilsner Urquell - Results <ul><li>More than 246,000 users tried and shared Facebook application </li></ul><ul><li>More tha...
Peugeot 207 integrated campaign <ul><li>Assignment:  </li></ul><ul><li>Peugeot launched a facelifted 207 model in Septembe...
3BIT – play and WIN! <ul><li>Assignment:  </li></ul><ul><li>Introduce a special edition of a product called HOT  </li></ul...
Fidorka – Valentine’s special edition <ul><li>Assignment:  </li></ul><ul><li>Transform a traditional promo brief supportin...
Pizza HUT - iPhone application <ul><li>Assignment:  </li></ul><ul><li>What is the most modern and interactive way to order...
Thank you! Jan Los, Business Development Director +420 724 639 047, jan.los@eurorscg.cz
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Why Digital and what you absolutely need to know

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Euro RSCG Digital workshop about online marketing and our integrated approach.

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Why Digital and what you absolutely need to know

  1. 1. Euro RSCG Digital Workshop Why Digital and what you absolutely need to know . by Jan Los
  2. 2. Agenda <ul><li>I. Euro RSCG 4D Digital </li></ul><ul><ul><li>An Introduction to Digital, Digital Capabilities </li></ul></ul><ul><li>II. 2009 Digital Communication Highlights </li></ul><ul><ul><li>The Year’s Most Important Developments </li></ul></ul><ul><ul><li>What We Can Expect in 2010 and Beyond </li></ul></ul><ul><li>III. Trends and Strategies for Digital Channels </li></ul><ul><ul><li>How We Can Create Opportunities for Your Brands </li></ul></ul><ul><ul><li>Creativity Rules! </li></ul></ul><ul><ul><li>How to Communicate in the Digital Space </li></ul></ul><ul><ul><li>(Internet Marketing, Social Media, Web Strategy) </li></ul></ul>
  3. 3. Euro RSCG Digital <ul><li>Digital division formed in 2004 </li></ul><ul><li>Evolution from internal agency supplier to independent agency with own creative, project management, client service and new biz team </li></ul><ul><li>Today we have 26 digital experts </li></ul><ul><li>Working for clients like O2, Finlandia, Jack Daniel’s, Danone… </li></ul><ul><li>Working with Euro RSCG network offices on projects like Time for climate justice or Eurorscg.com </li></ul>
  4. 4. What is special on 2009? <ul><li>1 st year when… </li></ul><ul><li>… UK online advertising spending overtook TV </li></ul>
  5. 5. What is special on 2009? <ul><li>1 st year in CZ when… </li></ul><ul><li>… the number of mobile internet users doubled to almost 1,5 mio </li></ul>
  6. 6. What is special on 2009? <ul><li>1 st year in CZ when… </li></ul><ul><li>… social portals were visited more than news portals </li></ul><ul><li>… increase in number of users age 30+ </li></ul>
  7. 7. What is special on 2009? <ul><li>1 st year in CZ when… </li></ul><ul><li>… a local TV show directly connected with social media platforms from Google and Facebook </li></ul>
  8. 8. When was the last time you visit at least one of these pages?
  9. 9. Numbers (in brief) <ul><li>How many Internet users are in the Czech republic? </li></ul><ul><li>83% every day </li></ul><ul><li>57% spending more than two hours </li></ul>
  10. 10. What content? <ul><li>What type of content are users mostly looking for? </li></ul><ul><li>Entertainment (games, chat) </li></ul><ul><li>New s </li></ul><ul><li>Information & E-mail </li></ul><ul><li>Blogs & discussions </li></ul>
  11. 11. Looking for? <ul><li>What type of content are users mostly looking for? </li></ul><ul><li>1. Information & E-mail </li></ul><ul><li>2. News </li></ul><ul><li>3. Entertainment (games, chat) </li></ul><ul><li>4. Blogs & discussions </li></ul>
  12. 12. Channels <ul><li>What channels are we using for communication? </li></ul><ul><li>Facebook </li></ul><ul><li>E-mail & Skype, ICQ </li></ul><ul><li>Mobile phone – SMS, CALL </li></ul><ul><li>Blogs & discussions </li></ul>
  13. 13. Channels <ul><li>What channels are we using for communication? </li></ul><ul><li>1. Mobile phone – SMS, CALL </li></ul><ul><li>2. E-mail & Skype, ICQ </li></ul><ul><li>3. Facebook </li></ul><ul><li>4. Blogs & discussions </li></ul>
  14. 14. Trends and Strategies for Digital Channels
  15. 15. Your customers have their own spaces
  16. 16. And spaces where they connect with others
  17. 17. Creating new opportunities for how you manage your brand
  18. 18. And integrate activity from the offline world Experiential Sales Promotion In-Store Experiential PR Press Outdoor Radio TV
  19. 19. Creativity is a must <ul><li>What works for effectiveness? </li></ul><ul><li>Brand experience </li></ul><ul><li>Call- to - a ction </li></ul><ul><li>Human f ace </li></ul><ul><li>Website, size or technology used for online ads is only 30% of the success </li></ul>
  20. 20. It's not what you know, it's who you know that's important <ul><li>Recommendations by personal acquaintances and opinions posted online are the most trusted form of advertising worldwide , according to the latest Nielsen Global Online Consumer Survey. </li></ul><ul><li>Posts about your product will reach both friends and the wider public interested in the product. </li></ul>
  21. 21. Brand websites losing to social?
  22. 22. Brand websites losing to social?
  23. 23. Brand websites losing to social?
  24. 24. Brand websites losing to social? <ul><li>Conclusion? </li></ul><ul><li>Brand websites are not dead, still playing an important role in the communication stream </li></ul><ul><li>Brand websites are no longer doing the traffic pull; social media is, and will continue to do so </li></ul><ul><li>Delivering unique content anywhere customers want to experience it </li></ul>
  25. 25. Key Channels, Strategies...
  26. 26. Euro RSCG 4D Approach <ul><li>Internet Marketing Strategy: </li></ul><ul><li>Banner campaigns, pay per click, search ads, online press and media relations, … </li></ul><ul><li>Web Strategy: </li></ul><ul><li>Websites and Microsites </li></ul><ul><li>Social Media Strategy: </li></ul><ul><li>By using existing relationships and social networks that people love. The power of raw and open feedback. </li></ul>Web Strategy Internet Marketing Strategy Social Media Strategy
  27. 27. Mechanism PRODUCT MICROSITE PROMO MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDOOR) SOCIAL MEDIA
  28. 28. Step by step CORPORATE WEBSITE PRODUCT MICROSITE PROMO MICROSITE BANNER PPC HYPER TEXT ONLINE ARTICLE (TV, PRINT, OUTDOOR) SOCIAL MEDIA STORY DIALOGUE BUZZ INTRO ACTIVATION
  29. 29. Digital as part of comm stream PR OUT DOOR IN-STORE DIGITAL TV PROMO
  30. 30. Tracking & Reporting Tracking Reporting Collecting & Analyzing Data Identifying visitors source and their behavior Measuring the effect of online activities Page views per visit Time spent on site Traffic sources New vs. returning visitors Conversion Rate Cost per Conversion Abandonment rate Number of pages viewed in order to buy a product Time (min) needed to complete a conversion – sign up, trial, buy Direct visits (typing URL) Search engine visits (SEO, PPC) Referring sites Shows the rate > Acquire=> Retain visitors Conversions be defined as Trials, products bought, sign-ups Revenue/Trials, Sign-ups, Products Visitors who do not complete defined actions (conversions).
  31. 31. Key trends channels <ul><li>New media formats (Video & Interactive Banners) </li></ul><ul><li>Social marketing evolution (Pages, Applicatios, Tweets, …) </li></ul><ul><li>Microsites and O nline P romotions </li></ul><ul><li>Products (API with Google Maps, Non-Branded online useful application) </li></ul><ul><li>Mobile (mobile-based websites, iPhone & other applications) </li></ul><ul><li>Gaming (Microsites, Mobile, Social Networks) </li></ul><ul><li>Augmented reality </li></ul><ul><li>In-store , Interactive Kiosks </li></ul><ul><li>Holograms </li></ul><ul><li>Real-Time Marketing </li></ul>
  32. 32. Selection of successful digital c ampaigns in 2009
  33. 33. Sleepless at Playground
  34. 34. Cadbury one for you and one for me <ul><li>Assignment: </li></ul><ul><li>CSR campaign </li></ul><ul><li>In short: </li></ul><ul><li>Setup an online contest that gives away several prizes (including money!) to consumers and allows winners to automatically forward the same prize to charity organization of choice. </li></ul>
  35. 35. Nike – Human Race <ul><li>In short: </li></ul><ul><li>In Argentina, you can follow the race live thanks to an innovative idea that transforms selected runners' comments into text messages which get automatically published online. </li></ul><ul><li>On top of the smart use of technology I also like the PR power of this initiative as among the live tweeters during the race there is also a journalist who already has a good amount of followers on Twitter. </li></ul>
  36. 36. Burger King – One dollar campaign <ul><li>Assignment: </li></ul><ul><li>Promote new BK 1 dollar menu </li></ul><ul><li>In short: </li></ul><ul><li>By using augmented reality in the banner they creative interactive banners. User show 1 dollar to webcam and he can immediately see what he can gets for 1 dollar. </li></ul>TEST IT!
  37. 37. What if outdoors could talk <ul><li>Jameson's (an irish whiskey) interactive-real-time-wall </li></ul>
  38. 38. Burger King – Have it your way Try it!
  39. 39. Cravendale is back (and still has something to say)
  40. 40. Diesel helmet – Quique the head Try it!
  41. 41. Prototype – Facebook connect <ul><li>Assignment: </li></ul><ul><li>Introduce a new game in a non-traditional way in digital space... </li></ul><ul><li>In short: </li></ul><ul><li>By using a Facebook connect application, the user will see a personalized video teaser for the game. Brand experience is so real. </li></ul>
  42. 42. Carte Noire <ul><li>Assignment: Develop a promotion for Valentine´s Day </li></ul><ul><li>In short: On the website, the French singer Fabian helps you compose a love song for your object of desire. After you’re finished composing, Fabian performs the song in a video clip that can be sent. If the receiver guesses who her/his secret admirer is, both win a weekend to a spectacularly located hotel </li></ul>
  43. 43. Pilsner Urquell – new website campaign <ul><li>Assignment: </li></ul><ul><li>Promote the new PU website with the most effective and fresh media channels </li></ul><ul><li>In short: </li></ul><ul><li>The agency made a new website and promoted it with a Facebook application and official PU page. People were invited to join the FB page and use the application to send a beer to a friend as a gift. Page also encouraged people to visit the new PU website </li></ul>
  44. 44. Pilsner Urquell - Results <ul><li>More than 246,000 users tried and shared Facebook application </li></ul><ul><li>More than 46,000 active brand fans on Facebook </li></ul><ul><li>Conversion rate: More than 45% </li></ul>Back to index
  45. 45. Peugeot 207 integrated campaign <ul><li>Assignment: </li></ul><ul><li>Peugeot launched a facelifted 207 model in September 2009. The client wanted to drive traffic to showrooms and build awareness of the new model. The quantitative challenge was set to generate at least 500 test drive orders and more than 200 new Peugeot newsletter subscribers. </li></ul><ul><li>In short: </li></ul><ul><li>Integrated campaign with TV, print and digital components all supported by a microsite and Facebook application at the heart of the communication. The campaign idea was “Forget your real age, you are young enough to have this car”. </li></ul><ul><li>Results: </li></ul><ul><li>More than 2,000 test drives, 150,000 active web visitors </li></ul><ul><li>www.nasedneteomladnete.cz </li></ul><ul><li>www.skutecnyvek.cz </li></ul>
  46. 46. 3BIT – play and WIN! <ul><li>Assignment: </li></ul><ul><li>Introduce a special edition of a product called HOT </li></ul><ul><li>In short: </li></ul><ul><li>The agency created a simple competition – play a traditional game (Snake) and win. Microsite and Facebook application at the heart of the campaign. </li></ul>
  47. 47. Fidorka – Valentine’s special edition <ul><li>Assignment: </li></ul><ul><li>Transform a traditional promo brief supporting a Fidorka limited Valentine’s edition, into an integrated campaign employing social media drivers </li></ul><ul><li>In short: </li></ul><ul><li>Create a unique digital platform allowing customers to send customized messages to friends, family and / or loved ones. </li></ul><ul><li>Focus on popular youth portals (DeM, blogs, banners) in order to build campaign momentum. </li></ul><ul><li>More than 100,000 visitors by end of campaign without big media campaign support. </li></ul>
  48. 48. Pizza HUT - iPhone application <ul><li>Assignment: </li></ul><ul><li>What is the most modern and interactive way to order pizza? iPhone! </li></ul><ul><li>In short: </li></ul><ul><li>It really took so long having an app to configure and order your pizza from a mobile phone, which is kind of weird because in the US you even can order a pizza from TiVo. But last week, Pizza Hut launched this fantastic app, developed by IMC2 ,in which you can also play games while you wait for the pizza to arrive. </li></ul><ul><li>CLICK HERE </li></ul>
  49. 49. Thank you! Jan Los, Business Development Director +420 724 639 047, jan.los@eurorscg.cz

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