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Adv420 chunghwa telecom
- 1. Digital Strategy Chunghwa Telecom ADV 420 Shuo-Jen Pi Professor Johnson
- 2. Background of Our Company • Establish at 1996 • Headquarter :Taipei,Taiwan • Local Company • LargestTelecom company inTaiwan • Revenue: NTD 1899.3 (from Jan.-Oct. 2015)
- 3. Target Audiences • Everyone is our target audiences • Focus on young teenagers • Student Plan • Big Idea – “We are always walking on the front because of you.”
- 4. Business Objectives & KPI • Understand how we run ourCompany • Beneficial to consumer and worker • Cooperate Social Responsibility • Easy to let people about our company
- 5. Social Media Marketing • More important than before • 71% of brand plan to invest on social media marketing • Facebook,YouTube, Pinterest, etc.
- 6. Internet Marketing • Way to promote your brand in today’s society • SEO & SEM
- 7. Mobile Marketing • Is a big deal now • New generation way to market your product • Mobile, App,Website mobile version
- 8. Inbound & Content Marketing • Create, Optimize, Promote, Convert, Analysis • Much cheaper than using Outbound marketing • Content offers
- 9. Budget • Hard work for a company to determine the correct budget • Either increase or decrease company’s revenue
- 10. Summary
Editor's Notes
- Hi, my name is Shuo-Jen Pi. Today I want to talk about the brand I choose for this class which is “Chunghwa Telecom.” For today’s presentation, I will go throw the background of our company, target audiecnes, Kpi, social media marketing, inbound marketing, internet marketing, mobile marketing, and also budget. I have to say, even this brand is my hometown, but because of this class I got a chance to really look throw all the information and what they done to their customers. I really think they did the pretty good job on it. I believe that is the reason hy they are the best and largest signal base station in Taiwan.
- Our company is establishing at 1996, and us headquarter is at Taipei, Taiwan. We are a local and traditional company. We based built throw Taiwan history. Since most of people in Taiwan know Chunghwa Telecom well. They company can show closer relationships to customers by using TV advertising to telling people what is our newest plan that can offer to people. Also, we are the largest and most widely signal base station in Taiwan. We are the first telecommunication company that provide 4g Network can use in Taiwan. As the largest telecommunication company in Taiwan, we always give our customers tons of difference options that can let their consumers to choose which best fit to their own is. The main messages that we trying to let our customers know is that we always put them on the priority spot. Our key message is simple, as our slogan said “We are always walking at the front because of you.” The word “You” means our customers. We are very care about our audiences. For example, you don’t need to worry about the roaming fee if you are traveling. We have cooperated with lots of foreign telecommunication company. In other words, we provide the lowest price to our customers, so if they want to call back to their home country, they don’t need to worry about the roam cost will be very expensive.
- The target audiences that we want you to see this site is people who might interest to work on our company or who want to have cooperation with us. By using KPIs, you can easily to let people easy to understand by using graph instead of lots of paper and data to read it. People who want to know us more can spend less time on research but more time on discuss with us. This site improved technology to the next level. As I mention, people don’t need to research a lots but gain the information quickly by this. It also cut down the distance between the company and consumer. The consumer can just go on our website and solve the question they want to ask about us. We want to more focus on young teenagers. Since we are traditional company, it is easy to gain people’s attraction. by using TV or internet. That is why we promote many student plan to offer young teens to choose what is the best plan can fit to them. Our target audiences are even including elementary students. Since in today’s world, more people have cellphone when they are kids. We usually recommend their parents to choose our prepaid card. We also provide plan that is with cellphone. IPhone, HTC, and Samsaung, we all provide plan for our customers to have a chance to what is best plan for them.
- The reason why this website exists is because we want to let people know about our company more. We hope to clarify and let people know about our operation revenue, employee expense and consumer results. We want people understand that our company is very beneficial to our worker and consumer. This report can also show other company who want to cooperate with us to know that our financial statement and operating conditions is very good. People can just go on our website and search for it. They can compare with other company to think that maybe it’s good to work on our company. Our business objectives are to let our consumer think that we always put them on the priority spot. Using KPIs, it just a statistic that show you how we treat to either our employee or consumer. In our Chinese version website, we also show the different graph. As we count it as “Corporate Social Responsibility”. We want people to society to understand we are not only using the sources from society we also give a feedback to them as well. To having KPIs on our website, people can easy to know about our company’s revenues and expenses changes over these years. We do follow the standard website conventions. But as to protect our own property, we can’t show everything or every data to let people know. However; we show mostly and those are usually people want to know about us. I think CSR is the trend that all the companies want to do and show it to the society.
- Since social media become so important to our daily life, company using the right way to promote their product seems be more important and required. Most people use Facebook, YouTube, Twitter, and etc. everyday. According to the research, recent research from Econsultancy shows that 71 percent of brands plan to invest more heavily in social media in the coming year to reach new followers and build brand reputation. Company who want to gain the revenue by using this marketing way should using smart way to promote your product. Using social media marketing is a way to decrease the distance between company and customers. They can using by any social media or ads to get the newest messages. It specially with teenagers. Young teens are using social media all the time. If we using correct way, it is also good to gain some new customers. For our company, we have Facebook page that will always put newest information or any new plan that can offer to their customers. Sometimes people will comment their thought down on the post. We appreciate their comment and we usually will reply them by message just in case they want to have more detail information. Also, we have a YouTube channel that will post our new ads on that channel to let people can watch. A leverage influence is very important for brand image, finding a famous people to introduce your brand and your product can gain the audience more attention about your brand.
- In today, internet is the trend that company to promote their product instead of using traditional marketing way. The characteristic of internet marketing is way different than before. We have several way can use on internet marketing, but I want just mention SEO and SEM. I think search engine optimization is still helping us a lot. Even we are the largest telecommunication in Taiwan. We still gave other competitors that are trying to beat us down. In today’s world, it not only just spends cost on putting ads on television but also need let more people to know about it. Using SEO on internet can let people who still don’t understand about us to know us. It also can let our consumer to new understanding us. To having SEO, I think it necessary to us especially in today’s world. However; if you think to use SEO and will get people’s attention, you are wrong. You need to have a friendly and very conspicuous keyword to gain their attention. This is the hardest but most important part to work on it. For SEM, Our company covers either phone or internet wireless. I want to more focus on phone planning. Since we have largest cover range area for $g network in Taiwan. The keywords can be like “The largest 4G network”. The budget we should put on this would be 15 ppc. I believe the words “4G” is very popular in Taiwan, to having this keyword is I think it will bring a benefit to our company. The sample advertisement will very straight. First lines on the sample advertisement will keywords “The largest 4G network”; then for the second part I want to put a little bit description to our product. I would say “It’s the fastest, largest, and most plan in Chunghwa telecom”.
- Mobile marketing is getting more important in today’s our life. It becomes part of company’s ways to marketing their product. Using App and mobile is the newest way and also good attractive way to get teenager to understand more about your brands. Mobile is arguably the closest you can get to the consumer. People might not have iPad or laptop on their side when they want to looking for something. Using your phone to search is the quickest way to do, which means to have a good mobile web page is much easier for people who using cellphone than standard website. Like MSU schedule, they have two versions. One is for laptop and the others are mobile version. In that way, when you using your phone to open this web, it will automatically show up as a mobile version for you. So you can use it more easily. As I using my phone to get on our brand official website. I just realized our mobile version is actually not bad. We show basically what you want. News, events, and contact us. The thing I would say we have to improve is the menu button. If our customers or any audiences that using this to know about our phone plan or Wi-Fi services, it is kind of hard to let them notice which categories should they go. However, I have to give some credits to our company, because usually a foreign language website is not good as your original language website. Chunghwa Telecom actually does the pretty good job on this, which means we take care of our foreign customers too. We want our customers can understand messages we try to tell them whether using computer or mobile to see. We hope they can all see it easily and clearly.
- Inbound marketing has 5 basics to recycle which are Create, Optimize, Promote, Convert, and Analysis. Most of companies are all using inbound marketing to replace outbound marketing today. They found out that actually inbound marketing can save about 40% on your marketing budget instead of using outbound marketing. Our company is using inbound marketing more now. We believe that communication with our customers and see what they want is better way than we choose the plan for them. In other words, we need to know what is the most important point they want to gain from us and we try to accomplish that goal. Our customer service is 24 hours all the time even online or phone. We think people might have a problem even at the midnight that they want to call us to solve it. Content marketing is a manufacturing and publishing through valuable content to attract more target audience, and interact with, and finally drove the guests to take action profitable marketing skills. Having a good content offer will help your brand be more popular on public. More people will know about your brand and have more chance to buy your company’s stuff. To have a good content offer is very important. We also have different types of content offers to each classification. Content that is focus on student, iPad, iPhone, 4G network, etc. We provide many options to let our customers to choose which is best for them. For example, we provide student at first half of this plan have unlimited data with 4G network. It is impossible you can get 4G network and also have unlimited data in United States. As this point, you can see how we treat our customers in Taiwan.
- Budget is always the hardest work and spend most time on it. Sometimes we want to have high quality but because of the budget we have to make a decision on somewhere so it wont over our budget. To having a good budget cost is important. Chunghwa telecom is a telecommunication company, I think we should more focusing on PPC or SEO. As this research I found we can briefly understand what percentage of our budget should work on where. By calculate you budget for brand, first, you need determine which part should you most focusing on. For our company, we don’t need to spend too much money on technique spending. We should more focusing on how we promote our product. For example, if our total budget for this year is between 1-2 million dollars, we should spend about 55% on promotion. I believe, for company is always having a good reputation is the way to increase our customers every year. To make it happen, it also need to have a good employee and have good performance when they communicate with our audiences. I think about 35% of our budgets on training and teaching our employee how to have a good performance to present to our customers. Having a good customer services is also very important for a company. I always think, to have a good reputation can gain lots of postivie way to company which is you can’t image or to define it. It is all about your service attitude and how you treat your customers.
- Before I end up my presentation, I want to talk about as a customer of this company. I have to say they are really care about their customers. They do improve a lots themselves every year. They know how to improve their bad and negative. They are very honest to themselves as they face the problem they have. Find a way to solve it and make it better to avoid the same question come out again next time. This is the way I think the company shoud do and I believe that is the way the leader should do to let their company successfully. And Chunghwa Telecom make it. That is the reason why they are so successful and have such a great achievement today in Taiwan. To have a good promotion to advertise your company is good, but if you can find the weakness oof your company and try to solve it and become your strength. It would help your company a lots.