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Praveen Rajan
Head of Products – Internet & Services, DiGi Telecommunications
CONTENT
VIDEO
CONTENT
A BETTER WAY TO BUILD THE DIGI BRAND
WE ARE NOT JUST COMPETING WITH BRANDS
THAT SELL PRODUCTS & SERVICES
PLAYING VIDEO
GAMES
34%
READING A BOOK
28%
WATCHING MOVIES
32%
WATCHING TV
43%
LISTENING TO
MUSIC
57%
READING
MAGAZINES/
N...
are becoming
AUDIENCES
[People who want to hear
the DiGi story]
CUSTOMERS
[People who want to buy
DiGi’s products]
VIDEO A...
BUILDING A GREAT VIDEO STRATEGY:
FIND THE RIGHT
AUDIENCE
TELL GREAT
STORIES
BUILD STRONGER
RELATIONSHIPS
FINDING THE RIGHT AUDIENCE FOR DIGI:
FIND THE RIGHT
AUDIENCE
1 DIGI INVESTOR PRESENTATION Q1 2014
2 MALAYSIAN POPULATION CENSUS, COMSCORE, MEDIA METRIX, FEB 2014
SMARTPHONE ADOPTION I...
83%OF SMARTPHONE USERS
ARE MILLENNIAL BETWEEN
18-34 YEARS OF AGE
BASE: PRIVATE SMARTPHONE USERS WHO USE THE INTERNET IN GE...
90%MALAYSIANS SMARTPHONE OWNERS
WATCH VIDEO ON THEIR SMARTPHONES
39%USE VIDEO AT LEAST
ONCE A DAY ON THEIR SMARTPHONES
CON...
SOURCE: GOOGLE/ TNS AUSTRALIA, YOUTUBE USER PROFILING, MALAYSIA, JULY 2012
QM2B. BASE: ALL WATCHING TV N=977; G8B: BASE: A...
TELLING GREAT STORIES WITH VIDEO
..DIGI JOURNEY
FIND THE RIGHT
AUDIENCE
TELL GREAT
STORIES
2013 Most Viewed Videos & Top Ads (MY, SG, ID, PH) – Tone & Manner
28%
22%
12%
8%
8%
8%
6%
6%
2%
Funny
Demonstrative
Senti...
DRIVING AN EMOTIONAL CONNECTION WITH THE AUDIENCE
http://www.youtube.com/watch?v=gTz7iXGQE-o
EARNING THE ATTENTION OF THE MALAYSIAN AUDIENCE
DIGI BALLERINA VIDEO
TOTAL CUMULATIVE VIEWS
YOUTUBE MALAYSIA: MARCH – MAY ...
DRIVING THE GROWTH OF DIGI REVENUE
0
0.2
0.4
0.6
0.8
1
1.2
INDEXEDSEARCHVOLUME
SEARCH TRENDS FOR DIGI SMARTPLAN TERMS
GOOG...
STRONG RELATIONSHIPS DRIVE BUSINESS GROWTH
FIND THE RIGHT
AUDIENCE
TELL GREAT
STORIES
BUILD STRONGER
RELATIONSHIPS
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 No...
CONTENT
VIDEO
CONTENT
A BETTER WAY TO BUILD THE DIGI BRAND
Thank you
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Building your brand on YouTube

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Presentation on how DiGi has been using YouTube to build our brand presence. Presented at YouTube Pulse on 17 June 2014 in Kuala Lumpur

Published in: Marketing
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Building your brand on YouTube

  1. 1. Praveen Rajan Head of Products – Internet & Services, DiGi Telecommunications
  2. 2. CONTENT VIDEO CONTENT A BETTER WAY TO BUILD THE DIGI BRAND
  3. 3. WE ARE NOT JUST COMPETING WITH BRANDS THAT SELL PRODUCTS & SERVICES
  4. 4. PLAYING VIDEO GAMES 34% READING A BOOK 28% WATCHING MOVIES 32% WATCHING TV 43% LISTENING TO MUSIC 57% READING MAGAZINES/ NEWSPAPERS 37% 90% OF MALAYSIANS MULTITASKING ON SMARTPHONES WE ARE HAVING TO COMPETE FOR OUR CONSUMERS UNDIVIDED ATTENTION Ipsos, Our Mobile Planet, Malaysia 2013
  5. 5. are becoming AUDIENCES [People who want to hear the DiGi story] CUSTOMERS [People who want to buy DiGi’s products] VIDEO ALLOWS DIGI TO EARN CUSTOMERS’ ATTENTION
  6. 6. BUILDING A GREAT VIDEO STRATEGY: FIND THE RIGHT AUDIENCE TELL GREAT STORIES BUILD STRONGER RELATIONSHIPS
  7. 7. FINDING THE RIGHT AUDIENCE FOR DIGI: FIND THE RIGHT AUDIENCE
  8. 8. 1 DIGI INVESTOR PRESENTATION Q1 2014 2 MALAYSIAN POPULATION CENSUS, COMSCORE, MEDIA METRIX, FEB 2014 SMARTPHONE ADOPTION IS DRIVING GROWTH OF THE FIRST REAL INTERNET EXPERIENCE FOR MOST YOUTH 75% 61% 70% 38% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0 1 2 3 4 5 6 7 15-24 25-34 35-44 45-54 55+ %totalpopulationonline TotalMalaysianPopulationMillions Total Malaysia Internet Reach Comscore, Feb 2014 Total Malaysian Population Total Unique Visitors Online STRONG INTERNET REACH TO MALAYSIAN YOUTH
  9. 9. 83%OF SMARTPHONE USERS ARE MILLENNIAL BETWEEN 18-34 YEARS OF AGE BASE: PRIVATE SMARTPHONE USERS WHO USE THE INTERNET IN GENERAL, SMARTPHONE N= 500 Q41: HOW OFTEN DO YOU NOTICE ADVERTISING WHEN YOU ARE USING THE BROWSER OR AN APP ON YOUR SMARTPHONE? (EVER) ENGAGING THEM ON THE RIGHT DEVICE IS CRUCIAL
  10. 10. 90%MALAYSIANS SMARTPHONE OWNERS WATCH VIDEO ON THEIR SMARTPHONES 39%USE VIDEO AT LEAST ONCE A DAY ON THEIR SMARTPHONES CONNECTING USING VIDEO CONTENT IS CRITICAL BASE: PRIVATE SMARTPHONE USERS WHO USE THE INTERNET IN GENERAL, SMARTPHONE N= 500 Q35: HOW OFTEN DO YOU WATCH VIDEOS VIA WEBSITES OR APPS (E.G. SHORT VIDEO CLIPS, VIDEOS OF TV SHOWS, TV MOVIES ONLINE, ETC.) ON YOUR SMARTPHONE?
  11. 11. SOURCE: GOOGLE/ TNS AUSTRALIA, YOUTUBE USER PROFILING, MALAYSIA, JULY 2012 QM2B. BASE: ALL WATCHING TV N=977; G8B: BASE: ALL USING YOUTUBE N=962 HOW TO READ: CHART SHOWS % OF PEOPLE ONLINE USING EACH CHANNEL, E.G. 71% OF 16-19 YEAR OLDS WATCH YOUTUBE YOUTUBE A KEY OPPORTUNITY FOR BRANDS TO ENGAGE WITH VIDEO CONTENT 71% 53% 50% 48% 43% 39% 36% 30% 27% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% YouTube NTV7 8TV TV3 Astro Entertainment Channels TV2 TV9 TV1 Astro Sports Channels Astro News Channels % of digital Malaysians aged 16-19 years using each channel 79% 64% 62% 56% 56% 52% 51% 47% 40% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% YouTube TV3 NTV7 8TV TV2 TV9 Astro Entertainment Channels TV1 Astro News Channels Astro Sports Channels % of digital Malaysians aged 20-25 years using each channel Figure 8: Media Consumption By Channels, Digital Malaysians Aged 16-25 20 – 25 years 16 – 19 years
  12. 12. TELLING GREAT STORIES WITH VIDEO ..DIGI JOURNEY FIND THE RIGHT AUDIENCE TELL GREAT STORIES
  13. 13. 2013 Most Viewed Videos & Top Ads (MY, SG, ID, PH) – Tone & Manner 28% 22% 12% 8% 8% 8% 6% 6% 2% Funny Demonstrative Sentimental Dance/ Song Cover & Mashup Inspirational Cute Surprise Celebrity Power Informative LEVERAGING ON INSIGHTS TO CREATE GREAT STORIES GOOGLE INTERNAL ANALYSIS, BONNIE WONG, INDUSTRY STRATEGIST MALAYSIA
  14. 14. DRIVING AN EMOTIONAL CONNECTION WITH THE AUDIENCE http://www.youtube.com/watch?v=gTz7iXGQE-o
  15. 15. EARNING THE ATTENTION OF THE MALAYSIAN AUDIENCE DIGI BALLERINA VIDEO TOTAL CUMULATIVE VIEWS YOUTUBE MALAYSIA: MARCH – MAY 2014 478,468 views 1,096 LIKED this video March 2014 April 2014 May 2014 Paid Media Boost New Audience - Earned New Audience - Earned Paid Media Boost
  16. 16. DRIVING THE GROWTH OF DIGI REVENUE 0 0.2 0.4 0.6 0.8 1 1.2 INDEXEDSEARCHVOLUME SEARCH TRENDS FOR DIGI SMARTPLAN TERMS GOOGLE.COM.MY & YOUTUBE MALAYSIA BY BROWSER TYPE: MARCH – MAY 2013 DESKTOP/LAPTOP BROWSER SEARCHES MOBILE DEVICES WITH FULL BROWSERS TABLETS WITH FULL BROWSERS 120% GOOGLE INTERNAL DATA
  17. 17. STRONG RELATIONSHIPS DRIVE BUSINESS GROWTH FIND THE RIGHT AUDIENCE TELL GREAT STORIES BUILD STRONGER RELATIONSHIPS
  18. 18. - 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 MYDIGITV YOUTUBE CHANNEL CUMULATIVE VIDEO VIEWS JULY 2012 – MAY 2014 JUL-12 JUL-13 MAY-14 TOTALVIDEOVIEWS 155% YOY Growth in Views GOOGLE INTERNAL DATA DIGI YOUTUBE JOURNEY HAS JUST BEGUN!
  19. 19. CONTENT VIDEO CONTENT A BETTER WAY TO BUILD THE DIGI BRAND
  20. 20. Thank you

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