Toshiba Laptops: An integrated digital marketing strategy

The Digital Marketing Plan
Integrated
The Digital Marketing Plan

TOSHIBA An Integrated Digital Marketing Plan
Why Digital Marketing?
New OPPORTUNITIES for brand building
Reach a larger AUDIENCE
Non-intrusive ENGAGEMENT & INFLUENCE
Allows for PARTICIPATION in REAL TIME
& most importantly…

Why Digital Marketing?
DIGITAL MARKETING
IS ABOUT ESTABLISHING A
TWO-WAY
INTERACTION
WITH THE CUSTOMER.
MOREOVER, ITS ABOUT BEING PART OF THE
CUSTOMER’S NETWORK

The Approach
DIGITAL cannot exist in ISOLATION
It has to belong to an ECOSYSTEM of
Cooperative Channels of PARTICIPATION

The Approach: Participation Map

The Objectives
• To build a brand presence: in the digital/social media space
• To create a sense of awareness of Toshiba’s product range
• Demonstrate Toshiba's expertise in Innovation:
- Ultrabook TM
- 3D PC Technology
- EasyGuard Technology
- Sleep & Music
• To reinforce the brand ambassador Sachin Tendulkar and
maximize his popularity for the brand

The Strategy
AIM AT CREATING AN
EXPERIENCE
BRAND

The Strategy: What is an EXPERIENCE BRAND?

The Digital Marketing Strategy for
TOSHIBA
“Experience Innovation”
The Strategy

The Strategy: Toshiba & Innovation

The Approach
• Implement a sustained strategy that is driven & led by
the product: features & innovations
• Activities should integrate with existing communities and
social networks where they exist.
• Campaigns have to generate high levels of interest &
engagement with the target audience.
• In such a scenario it is important to maximize audience
engagement by driving & incentivizing group participation
& sharing of content

• Make ‘content’ memorable: previews & product experience
through innovative campaigns
• The new VIP: put the audience in the centre of action and
invite individual opinion & influences
• Encourage interaction & engagement: across social
platforms & drive a ‘social dialogue’
The Approach

The Channels to ‘EXPERIENCE INNOVATION’
• Website
• Facebook
• Twitter
• Blogs
• Email Marketing
• Call Centre

WEBSITE: The Goals
• To be more engaging to encourage repeat visitors and
increase time on website
• To have a look & approach that attracts young audience
• Generate more leads
• Easy navigation: better product information and experience

WEBSITE: Must-Haves
Present the products through unique features which no competitor is
providing, like:
• Security features
• Sleep & Charge
• Sleep & Music
• 3D viewing
• Product Comparisons
• Product Recommendations – per buyer group
• Downloads : Drivers; Useful software etc.
• Social Media

WEBSITE: Must-Haves
Products should be classified by usages and buyer group, like:
Usage:
- Multiplayer Gaming
- Movies watching
- Online video and audio chat
Buyer Group:
- Students
- Marketing Professional with MS office & Email usage
- Small Businesses
- Developers
- Designers

WEBSITE: Must-Haves
Website must have features to provide following service & support:
- Download drivers with minimum click and inputs
- Locate nearest service center easily
- Check / renew warranty status easily
- Easily search for important accessories for product
My Config.
User should be able to fill the details and specs of the product they
desire, when the product is available.
This can become insight to gauge the Visitors requirement and
launch new products.

WEBSITE: Design Approach

Competitor Activity snapshots
Support
Product Speak/Showcase
Share Rich Media
News
Fill in the Blank

Competitor Activity snapshots
On-ground: Pavilion Pics
Media Briefing
Consumer Trust through Quality Videos
Highlighted Album Post

Create
engaging content
Build interactive
applications
Conceptualize graphic
elements to support
content and improve call
to action
Build a loyal community
FB
Spectrum
CONTENT
ARTWORK
FB Ad-
campaigns
FB APPS
Facebook: Approach

Facebook: Approach for the Campaign Idea
‘Product in Focus’: feature the latest product/innovation

Facebook: Approach for the Campaign Idea
The facebook fan page: cover photo, profile pic, contests, applications and
wall posts will all revolve around it.

Facebook: Applications & Contest Ideas
Extend the Product feature/attribute through an application game: THIN

Extend the Product feature/attribute through an application game: LIGHT
A game where in players have to guess the weight of Toshiba satellite v/s
another item. The items keep flashing and the players have to click on the item
they think has the lesser weight.

Extend the Product feature/attribute through an application game: FAST
Help Sachin hit a ‘6’ before the Portege boots up.
The app is split into two halves. With Sachin on one side and a Toshiba series laptop on the
other side. As the Toshiba boots up you must help Sachin hit a six before the Portege boots
up. Score is populated on the basis of time taken. You win if you hit a six first. You lose if
Toshiba boots-up first. Leader board with aggregate scores is populated
Advanced levels to add virality can be conceptualized. Eg: challenge your friends to beat
your time/score.

Top-up a Toshiba laptop with Sachin’s Power
• Watch Sachin’s Toshiba commercial.
• Invite friends to help fill-up Toshiba laptop hard-drive with Sachin’s
pictures, videos etc. and help Sachin score a century.
• Runs will be accumulated for the accepted invitations and storing them in
the time-line.
• The fastest 10 who will help Sachin score a hundred will win.
The Brand Ambassador: Maximize Sachin’s popularity for the Toshiba brand

Cover Drive with ‘Sachin’ – Fan Page Cover Photo Contest
Get a chance to be featured on the cover photo of ‘Toshiba India’ FB Page
along with Sachin
The cover-page would feature a picture of Toshiba laptop with Sachin
All you need to tell us is where would you want to take Sachin on a drive

The Objectives
• To engage and create buzz among technology bloggers and social media
influencers about the latest product from Toshiba (extending the campaign of
Z830 ultrathin laptop)
• To create maximum reach of the product in the technology and gadget loving
section through social media.
• To get first hand feedback from bloggers and influencers about the product.
• Look for some full time brand evangelist for Toshiba from those bloggers and
influencers.
• To create WOM among the technology bloggers about the brand.

The Objectives
Reach of the product
in the target audience
First hand feedback of
the product
Engagement and Buzz
Among Bloggers and
Social Media
Influencers
Finding a full time
Brand Evangelists for
Toshiba

Ideas for Implementation
• Organizing a Toshiba Bloggers and Social Media Meet-up to engage
and create buzz about the new product among the technology and
gizmo enthusiasts.
• To conduct Pre-Event, On-Event and Post-Event contests to create
maximum buzz and reach among the technology and gadget
enthusiasts.
• Integrate Pre Event, On-Event and Post-Event buzz through social
media (Facebook, Twitter, Foursquare) about the product and get
maximum response about the product.
• A mega contest to find some brand evangelists for Toshiba.

The Strategy
a.
• Identifying the bloggers and technology enthusiasts across the
country.
b.
• Identifying a venue suitable for the event.
c.
• Inviting those bloggers and technology enthusiasts through e-
mails and social media events(Facebook events, Meetup etc.)
d.
• Interactive session with Product Team, contest and prizes.
e.
• Post Event tracking and follow-up with the bloggers and sharing
event photographs/videos on different social media channels.

a. Identifying the bloggers and technology enthusiasts across the country.
• Our aim would be to identify the most known tech bloggers through out the
country to join the event.
• Apart from the bloggers we would also identify the technology and gadget
enthusiasts who can spread the WOM through their social channels.
Implementing the Strategy

b. Identifying the suitable venue.
• The aim would be to identify a venue feasible for the event. This
would be made possible by tracking the attendees with their
RSVP/registration.
• We would be organizing the logistic like wi-fi, projector etc.

c. Inviting the bloggers and technology enthusiasts through e-mails and
social media events.
• We would invite those identified tech bloggers through emails and social
media events invitations.
• We would ask them to share the event in their circle to get maximum
reward from Toshiba.
• We would also be sharing the event information on Toshiba’s social media
channels.

d. Interactive session with Product Team, contests and prizes.
• We would be driving the event and will create an interactive session
between the attendees and the product team so that they can show
case their product.
• We would run some treasure hunt contests and would gratify the
winners.

e. Post Event tracking and follow-up with the bloggers and sharing
event photographs/videos on different social media channels.
• We would follow-up with the bloggers and will ask for their feedback
after the event.
• We would have a post-event contest so that we can get maximum
reach.
• We will post the photographs and videos of the event on different social
media channels.

• We would divide the contests in three parts:
Pre-Event
On-Event
Post-Event
Contests: providing the Momentum

The main aim would be to create maximum buzz of the event among a niche
audience including tech bloggers, technology and gadget enthusiasts.
Contest 1:
• We would ask bloggers to refer and invite their technology and gadget
enthusiasts
friends to Toshiba Bloggers/Social Media Meetup with an unique url(which will be
generated for each attendee).
• We would keep track of the reference and the one with the maximum referrals will
win prizes from Toshiba.
Contest 2:
• We would ask bloggers to share the unique url on their social networks.
• The url with maximum clicks, maximum unique visits and minimum bounce rate
would be announced as the winner.
Contests: Pre-Event

The main aim would be to create maximum buzz of the event in real time and
making the event more interesting and interactive.
Treasure
Hunt
Foursquare
Based
Contest
Twitter
Based
Contest
Facebook
Based
Contest
Contests: On-Event

• We will ask the attendees to check-in at the venue and to share it with some
message like “I am attending the Toshiba Bloggers/Social Media Meet”.
• We will randomly select a winner from the check-ins and will reward him.
• This activity will create the buzz of the event and will share the location and
motive behind the event.
Contests: On-Event via Foursquare

• This contest will be open for all, the one’s who will be present at the event as well
as for those who will be following the event from outside through the hashtag
#ToshibaZ830.
• We will ask five questions based on the product and the answers of the question
will be hidden in the product specifications.
• The hint(link of the product specification on web) will be shared with the question.
• The one with maximum correct answers will win the contest.
• In case of tie we can apply first come first serve.
#ToshibaZ830 #Contest
Contests: On-Event via Twitter

• We will share a link of Toshiba Z830 with it’s specifications.
• We will ask the attendees to share the link of the product
with specifications on their Facebook profiles.
• The one with maximum engagement within an hour or two on their
post will win gratification from Toshiba.
Contests: On-Event via Facebook

• Spread the alphabets throughout the venue
and will ask attendees to make ‘TOSHIBA’
with it, the team with maximum numbers of
TOSHIBA letter will be the winner.
• We will ask attendees to scan the different
QR codes(stick on the walls) and the one who
will be the first to scan the QR code with the
message “TOSHIBA Z8303 World’s thinnest
and lightest laptop” will be the winner.
• We would hide 10-15 laptops in different
places at the venue and would ask attendees
to find the laptops. The one who would find
maximum numbers of laptops in 2 minutes
would be the winner.
Contests: On-Event Treasure Hunt

The main objective would be to sustain the interest & buzz of the event and the
product after the event.
• We would ask the bloggers to write a blog about the event/product and the one
with maximum visits to his/her blog will win a Toshiba Z830 laptop as a mega prize.
• We would provide the content kit to the bloggers.
• We would ask the bloggers to send their blog links so that we can track the traffic
of their blog posts.
Contests: Post-Event

• There would be a full social media coverage of
activities throughout the event.
• There would be a defined hashtag #ToshibaZ803
through which people would be able to track the
event on Twitter.
• Regular Facebook updates will be made through
Toshiba’s page.
• The whole event will be recorded and will be shared
on various social media channels like flickr, Youtube,
Pinterest etc.
Blogger Meet: Social Media coverage

Sachin/Toshiba #tag Options:
#YES or NO - Can Toshiba match up to Scahin’s Speed? (we could also name it as
#speedtest)
#SachinMyIdol – Sachin is my Idol Because?
#BestSachinMoment – What is your best Sachin Moment? (Fans can tweet about
what made them awestruck by Sachin)
#bestfeature – what is the best feature (have a poll regarding the same)
#toshibaexperience – user can write his view in one word.
#sachinfacts - Facts on Sachin: tweet a fact a day for May which has 31 days so 31
facts like a Did You Know? Campaign.
#whichonedoyouhave – Ask the users which Toshiba laptop do they use & why?
#toshibatechtips – Tips on how to use your Toshiba better.
#toshibamilestones – Tweet about the Innovation milestones
#wishatoshiba – Wish a Toshiba contest.
#portegez830 – Hot or not contest.
Twitter: Campaign Ideas

Twitter: Main page

Twitter: Splash Screen

Twitter: tweet samples

Toshiba Laptops: An integrated digital marketing strategy

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