DELL Young Professional Challenge Thailand

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Slides from team Chip&DELL, 2nd Runner up of DELL Young Profession Challenge.

Task give for Top Ten finalists:
Build an online community by using Social Networking Sites

Published in: Business, Technology
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DELL Young Professional Challenge Thailand

  1. 1. MARKETING STRATEGIESfor Dell Young Professional Challenge Chip&DELL
  2. 2. AGENDA• Objectives• Target• Strategies & Result• Conclusion• Q&A
  3. 3. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T non-financial objectives • Expand Brand Familiarity • Build Brand Engagement • Retain Consumer Equity
  4. 4. Chip&DELL OBJECTIVES TARGET STRATEGIES & RESULTAge 16 – 27 Target Audience
  5. 5. Chip&DELL OBJECTIVES TARGET STRATEGIES & RESULT WHY THEM?
  6. 6. Chip&DELL OBJECTIVES TARGET STRATEGIES & RESULT 12,697,620 total Facebook users Socialbakers
  7. 7. Chip&DELL OBJECTIVES TARGET STRATEGIES & RESULT Sales “Most dominant Age 15- group of 30 Facebook users” Socialbakers
  8. 8. Chip&DELL OBJECTIVES TARGET STRATEGIES & RESULTAccording to Nielsen, 18-34 are themost active Social Networkers. Nielsen 88 % of Internet users said they usually Google about technology Positioning Magazine | Google Thailand
  9. 9. Even a great golfer gets some tipsfrom his caddy to finish a great game
  10. 10. To have effective workout, you also need. . .a trainer
  11. 11. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT TWhat about user for these …machines?
  12. 12. clearly not everyone is a . . . < GEEK >
  13. 13. They often. . .
  14. 14. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Sample of questions that typical computer users usually ask “o How can I edit photos/movies? o I want to know if my computer is infected by virus or not? o My computer freeze sometimes…how to fix that? o What’s my computer spec? o The device told me I need driver, what is that? o What is sleep/ hibernate/ stand by and shutdown? ”
  15. 15. facebook DellBUDDY
  16. 16. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T WHAT DellBUDDY Tech Savvy Trendy Friendly
  17. 17. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T CORE IDEA Provides tips, trips and insights about PC and notebook usage Shares interesting contents Updates trend
  18. 18. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Creates open-ended question toCORE IDEA encourage an engaging conversation
  19. 19. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Be a Friend
  20. 20. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Why another Facebook Page?
  21. 21. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT TCurrent Page of Dell Thailand • an information provider • low engagement • Limitation • Too formal
  22. 22. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T with DellBUDDY• First mover• Value added (current user)• Extends brand familiarity• (non-user)• Creates engagement• Strengthen relationship
  23. 23. rolling out the plan
  24. 24. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Profile Picture
  25. 25. OBJECTIVES TARGE STRATEGIES & RESULT T Landing Page
  26. 26. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT TCOMMUNICATION PLAN Promoted via web board seeding, assisted from social media influencers (twitter account with followers more than 500)
  27. 27. Wall Posting, Video Sharing, Conversation Engagement
  28. 28. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT TPage Activity
  29. 29. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT Treasons for 74% of Facebook users to press likeNew Product ReviewTo be able to express opinions andreceive feedback from the brand quicklyPrivileges for Fan onlyTo be the ‘First’To get more in touch with the brandFree stuffs
  30. 30. 130 PARTICIPANTS
  31. 31. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Result after Page launched and Catch n’ Share activity Acquired 40% of fans through Catch n’ Share There are 300 like in approx. 45 days. Most are non-mutual friends with admin
  32. 32. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Total Tab Views 1,167 Wall 871 Landing Page 512 Easypromo (Catch n Share)Facebook Insight 19/09/2011 – 18/10/2011 Can you see something on interaction?
  33. 33. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Total Tab Views 1,167 Wall 871 Landing Page 512 Easypromo (Catch n Share)Facebook Insight 19/09/2011 – 18/10/2011 Can you see something on interaction?
  34. 34. Facebook is not totally new
  35. 35. Lets do something fresh and challenge
  36. 36. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T here are some interesting facts… Top Ten Social Media in Thailand 1.Facebook (Social Network) 2.Youtube (Video Sharing) 3.Hi5 (Social Network) 4.Blogger (Blog) 5.Wikipedia (Wiki) 6.shared (File Sharing) 7.mediafire (File Sharing) 8.exteen (Blog) 9.bloggang (Blog) 10.multiply (Blog & Photo Sharing)
  37. 37. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T here are some interesting facts… Sanook is a popular local forum in Thailand that contains video sharing function. When comparing Sanooks videos traffic with Youtubes, shown in the graph below, Youtube still earns a large amount of share for video sharing in Thailand.
  38. 38. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Comparison between video sharing site https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_Thailand
  39. 39. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT Tearns a largest amount of share for video sharing in Thailand
  40. 40. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T CORE IDEA• Create a DellBUDDY Channel• Upload a video every week “ DellBUDDY ”
  41. 41. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T How we are going to do it? we review notebook and desktop accessories i.e. Speakers, mouse, bags
  42. 42. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Updates information about Dell and events and places that are inline with our target group’s lifestyles
  43. 43. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Instill technical knowledge such as how to format and install Genuine Window, or how to use Microsoft Software
  44. 44. the rational reasons
  45. 45. Sometimes images speak louder than words… what about Moving Images
  46. 46. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T This is why we choose to do YouTubes Channel• Video is richer in contents• Information are easier to consume• Easier to build distinct character• Reach into more various demographic audiences• Can be reached by both existing and non-existing consumers• Product placement
  47. 47. Launched 3 videoswith distinct contents
  48. 48. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT TTypes of Content1. Review (DellBUDDY )2. Special Event (DellBUDDY )3. Technical Knowledge (DellBUDDY Window)
  49. 49. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T SPECIAL EVENT: VALUE SELLING DAY
  50. 50. What: Attention GrabberHow: Attractive and Creativity
  51. 51. Answer: DellBUDDY’S SUIT
  52. 52. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT TCOMMUNICATION PLAN Promoted via web board seeding, assisted from social media influencers (twitter account with followers more than 500)
  53. 53. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Have more than 700 in total views positive feedback from Twitter Influencers and our fans Influencers willing to share our contents to their followers
  54. 54. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Feedback
  55. 55. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Feedback
  56. 56. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T REACH ATTENTION FAMILIARITY
  57. 57. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Drew attention with our activities and videos Start building medium and long term relationship with the consumers and bolster a cooperate brand Not just Bangkok Our winner for Catch n’ Share live in Nakhon Ratchasima exposed to both who use Brand Dell or competitors’ products
  58. 58. Chip&DELL OBJECTIVES TARGE STRATEGIES & RESULT T Be Useful Be Interactive Be Entertaining
  59. 59. Q&A

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