digital 2008 red pres
TRANSCRIPT
![Page 1: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/1.jpg)
11“Copyright©2008red|brandbuilders.Allrightsreserved”.
![Page 2: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/2.jpg)
red is beautifully simple and powerfully bold.The colour of passion, life, luck and success.
![Page 3: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/3.jpg)
To build a sustainable competitive advantage.We create long-term brand building partnerships.
![Page 4: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/4.jpg)
A full-service branding and marketing agency.The red team blends international expertise with local know-how, offering clients
clever ways to connect their brands with consumers to deliver winning results.
![Page 5: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/5.jpg)
We start with an analysis of our clients’ complete brand environment,speak the truth in advising what needs to be done, and make it happen.
Vietnam market entry - Brand strategyBrand campaigns - Brand design - Brand packaging
Brand activation - Brand digital - Brand trade marketing
![Page 6: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/6.jpg)
Marc Graduated from the David Syme Business School in Melbourne, has built and operatedbrand consultancies for more than 20 years, and held several interesting corporate roles –Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’sAustralia and Regional director of Marketing Burger King Corporation. In Vietnam Marc hasbeen Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.
Marc began an intense strategic internet focus in 1998. In the digital space he consulted toGlorious Sun Enterprises Hong Kong in 1999 to develop online retail strategy for Jeans West– Project name VIRUS.
He then worked as GM of a JV between WPP and Beijing Telecom in 2000 in Beijing, to builda personalised web portal in Mandarin. Numerous online projects have followed. All brandled, rather than technically driven.
![Page 7: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/7.jpg)
Originally from Northern Ireland, Chris has lived in the region for 8 years, the last 3 inVietnam. A UK Chartered Marketer, Chris has been at the forefront of digital marketingpractice since it’s commercial inception in 1997. Chris has helped to build many famousbrands throughout U.K. and across Asia Pacific.
Setting up one of the leading digital marketing agencies in Singapore in 2000, Chris has hadthe pleasure of launching British Airway’s first flat bed online, Japan’s first multi-lingual e-commerce linked internet radio station, and Volkswagen’s first SE Asia “visualizer”, directlylinking customers to their local dealers across 8 countries.
More recently, Chris has lead agency teams to develop Tiger Beer’s regional digital marketingefforts and the complete re-engineering of online customer service for both Citibank AsiaPacific and Malaysia Airlines, respectively winning the year’s Asia Tourism and Travel Awardfor “Best Airline Online Marketing” and “AC Nielsen / Global Finance Magazine “BestConsumer Internet Bank” 3 years in row.
![Page 8: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/8.jpg)
88
todayspresentation
• MarcGough:
– whyisthedigitalchannelsocriticalinbrandbuilding?
• ChrisElkin:
– Whatisthemosteffectiveprocesstofollow,inordertousethedigital
channeltobuildyourbrand?
• OurcasestudytodayisbasedonouranalysisofhowBrandCoca‐Cola
isusingdigitalchannelsintheUSA
• Bestpracticework,fromtheworldsmostvaluablebrand
![Page 9: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/9.jpg)
99
asprofessionalmarketerswe
• BuildBrandsbyforgingemotionalconnectionsbetweenproductsorservicesandconsumers
– Becauseanemotionalconnection
isasustainablecompetitiveadvantage
thatconsumerswillpayapremiumfor
andthatcompetitorswillstruggletoduplicate
![Page 10: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/10.jpg)
1010
weunderstandthechange
Fromlabel Tobrand
andthevalueitcreates
![Page 11: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/11.jpg)
1111
• Coca‐Cola’srevenue2007:28BillionUSDSource:TheCoca‐Colacompany
• Coca‐Cola’sbrandvalue:66BillionUSDSource:
– alittlelater,ChriswilltalkabouthowCoca‐Colaareusing
theDigitalChannelattheheartoftheirbrandbuilding
– butletsstartbyreviewingthebrandbuildingprocess
![Page 12: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/12.jpg)
1212
Step1:CreateaBrandFramework
Proposition:BrandCoca‐Cola‐‘Refreshment’
Benefit(s):Refreshmentinbody,mindandspirit
ReasonstoBelieve:
Functional
• Water,sugar,caffeine
• ‘Secret’formula
• Carbonation
• ‘Burnandbite’atthe
backofthethroat
Emotional
• Socialacceptance
• Contemporizeandconnectyourself
• Optimism
• Apersonalisedworld
sustainableadvantages
![Page 13: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/13.jpg)
1313
Step2:brandidentity‘embodies’theframework
![Page 14: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/14.jpg)
1414
Step3:campaignamplifiesthebrandproposition
![Page 15: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/15.jpg)
1515
emotionsarethekeytovalue
• brandcampaigns‐communicatebothfunctionaland
emotionalRTB’s
– butinmanycategoriesfunctionalReasonstoBelieveare
‘costofentry’
• emotionalRTB’s‐buildrelationships,loyaltyand‘meaning’
intotransactions
– thecoreofsustainablecompetitiveadvantageandthe
creationof‘brandvalue’
– andwhenyouconsidercommunicationchannels....
13
![Page 16: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/16.jpg)
1616
...digital,isthemostemotionalchannel
14
![Page 17: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/17.jpg)
1717
...becausedigital,isthemostpersonalchannel
yourphone,yourblog,youremail,youriPod,
yoursocialnetwork,youraddressbook...
....chosen,managed,andusedonlybyyou
communicationsfeel...‘justforyou’
15
![Page 18: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/18.jpg)
1818
themostmeasurablechannel
&potentially,themostcosteffectivechannel
butthereisalotofnoise,becauseoflowbarriersto
entry,whichiswhyadisciplineddigitalplanningprocess
issoimportant‐thankyouforyourattention
I’dnowliketointroduceChrisElkintotalkaboutthedigital
planningprocess...
16
Inthemediamix,digitalisalso
![Page 19: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/19.jpg)
Yourbrandexperienceiscreated
acrossmany‘touchpoints’
![Page 20: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/20.jpg)
![Page 21: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/21.jpg)
![Page 22: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/22.jpg)
Withsomanydigitaltouchpoints
howdoyoubuildyourbrandonline?
![Page 23: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/23.jpg)
CreatingyourDigitalBrandBuildingStrategy
![Page 24: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/24.jpg)
CreatingyourDigitalBrandBuildingStrategy
![Page 25: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/25.jpg)
Youronlinevalueproposition
AnOVPisallaboutextendingyouroverallbrandproposition‐to
offeruniqueonlinebenefitsandandnewexperiencestobuildyourbrandrelationship
CreatingabrandOVPenablesyoutoclearlyset
digitalmarketingobjectivesandmeasurebusinessresults
![Page 26: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/26.jpg)
Putyourtargetaudienceattitudes,demographicsand
onlinebehaviorattheheartofyourdigitalmarketing
planning
CombineyourOVPwithyourbrandconsumerinsightstocreateauniqueonlinebrandexperience
Creatingyouronlinevalueproposition
![Page 27: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/27.jpg)
OnlineValueProposition
• Acompletelynewvirtual
experienceextending
the‘CokeSideofLife’tocreate
adeeperbrandrelationship
throughdigitalchannels
Creates…
• mycoke.com
TheCokeonlinevalueproposition
![Page 28: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/28.jpg)
CreatingyourDigitalBrandBuildingStrategy
![Page 29: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/29.jpg)
Raiseawareness‐spreadtheword
SearchEngineOptimisationOctober2008‐29billionsearchesinAsiaPacific.SourcecomScore,inc.
“InSoutheastAsia,Vietnamisthenumber‐onepriorityofYahoo.”TomSipple,MD,YahooSEAsia
![Page 30: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/30.jpg)
Improvethevolumeandqualityofyouraudience“naturally”
Createreciprocallinks,contentandHTMLcodingrelevanttospecifickeywords
Removebarrierssuchastoomuch‘flash’animation
x
Raiseawareness‐spreadtheword
![Page 31: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/31.jpg)
SearchEngineKeywords&sponsoredlinksPay‐per‐clicktoincreaseyoursiteranking&visibilityinsearchenginepageresults
GoogleAdWords,Yahoo!SearchMarketingandMicrosoftadCentrelargestplayers
Raiseawareness‐spreadtheword
![Page 32: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/32.jpg)
PaidOnlineAdvertising
BannerAds…(yawn)
Raiseawareness‐spreadtheword
![Page 33: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/33.jpg)
Getcreativeandseekoutmore
Interactive,RichMultimediaformatstodrivetraffictoyoursite
Raiseawareness‐spreadtheword
![Page 34: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/34.jpg)
OnlinePR‐Reachaudiencethroughtheirdailynews/interests
Raiseawareness‐spreadtheword
![Page 35: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/35.jpg)
Create‘buzz’acrosshigh‐trafficYoutube,ForumsandBlogs
Viral/ContentSeeding
Raiseawareness‐spreadtheword
![Page 36: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/36.jpg)
TapintotheVietnamesedesiretoshareandexpressthemselves
SocialNetworking‘Hooking’
Adscanalsobeplaceinahighlytargetedwayarounduser‐demographicinfo’
Raiseawareness‐spreadtheword
![Page 37: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/37.jpg)
Leveragecontentpartnerships/sponsorships
Raiseawareness‐spreadtheword
![Page 38: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/38.jpg)
LeverageEmail,Chat,SMS,Mobile
Digitalwordofmoutheffect,anytime,anywhere
Raiseawareness‐spreadtheword
![Page 39: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/39.jpg)
Communicateyourwebsiteaddressacrossallyourcommunicationtouchpoints
Driveaudiencetoyourwebsiteandbackintotherealworld
www.mycoke.com
Raiseawareness‐spreadtheword
![Page 40: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/40.jpg)
CreatingyourDigitalBrandBuildingStrategy
![Page 41: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/41.jpg)
Encourageparticipationwithexclusiveincentives
“DesignTheWorldACoke”contest
Differentiatethroughengagement
![Page 42: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/42.jpg)
PersonaliseyourownCokebottledesign
Differentiatethroughengagement
![Page 43: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/43.jpg)
1000’sofwaystoexpressyourself
Differentiatethroughengagement
![Page 44: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/44.jpg)
“Mashup”,rateandshareyourdesignwithfriends
Differentiatethroughengagement
![Page 45: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/45.jpg)
Sharebrand/user‐generatedcontentasdownloads
Differentiatethroughengagement
![Page 46: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/46.jpg)
Music,Videos,Wallpapers,Screensavers&DesktopGames…
canallbeusedtodeepenemotionalbrandconnections
Differentiatethroughengagement
![Page 47: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/47.jpg)
CreatingyourDigitalBrandBuildingStrategy
![Page 48: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/48.jpg)
Buildyourbranddatabaseandopportunitiesforinteractiveexperiencesandongoingdialogue
Drivecustomeracquisition
![Page 49: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/49.jpg)
Provideincentivestoenticeyouraudiencetosharetheirdetails
mycoke‘CCMetro,’isa3Dvirtualenvironmentofferingacompletelynewexperience
Drivecustomeracquisition
![Page 50: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/50.jpg)
Memberscanpersonalizetheirspace,socializewithothermembers,accessmusic‐mixers,
gaming,sportsandentertainment,
includingpaintballing,askateparkandatheaterfeaturingexclusivevideos.
Drivecustomeracquisition
![Page 51: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/51.jpg)
Integrateonlineandofflinemarketingactivitiestodriveyour
audiencetoyourwebsiteandbackintotherealworld
mycoke.com
Drivecustomeracquisition
![Page 52: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/52.jpg)
CreatingyourDigitalBrandBuildingStrategy
![Page 53: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/53.jpg)
Buildongoingengagementandpositivewordofmouthassociation
mycokerewards.comloyaltyprogram
Buildbrandloyalty
![Page 54: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/54.jpg)
Recogniseandrewardcustomersforsomethingthey’realreadydoing
Sincelate2006,1newmemberhasregisteredevery4seconds,
Spendinganaverage8minutespervisit
Register online Collect codes from bottle tops
Redeem codes onlineto be rewarded
Buildbrandloyalty
![Page 55: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/55.jpg)
Alwaysconsidernewtechnologiestostrengthenrelationshipswithyourcustomersandpartners
Givecustomersrewardsthatdrivethemtopartnerstores
Desktop widget toredeem cap codes& get latest news
SMS/MMS contest /event entry/alerts
Viral cards Partnere-coupons
Buildbrandloyalty
![Page 56: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/56.jpg)
CreatingyourDigitalBrandBuildingStrategy
![Page 57: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/57.jpg)
Leveragekeylearningstocontinuallystrengthen
yourbrandonlinevalueproposition
Whatisworkingandwhatisnot?
–Alignyourbusiness,brandandmarketingobjectives
–Decidehowyourobjectiveswillbemeasured&analyzedatthestart
–Setbenchmarksforsuccess
Measurebusinessresults
![Page 58: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/58.jpg)
1)Awareness
2)BrandOVP‐firstimpressions
4)Acquisition‐newmembers/sales
Mostpopularcontent
Nextpageseenafterhomepage
%HomepageAbandonment
3)Engagement‐qualityofinteractions
PromotionEntries
ViralSharing
Consistentlymeasureyourdigitalinteractionstoincrease
therelevanceofyouronlinevaleproposition
5)Loyalty‐repeatengagement/brandpref’
Membership,Brandpreference&salesgrowthovertime%RepeatVisitors
AverageVisitLength
Numberofdownloads/Visitors
PageviewsperVisitor
%Trafficonhomepage
MembershipRegistration‐optin/out
BrandSales
TotalWebsiteVisitsPageviews
Referraltouchpointsources
Brandwebsite
TouchPoints
Measurebusinessresults
![Page 59: Digital 2008 red pres](https://reader031.vdocuments.net/reader031/viewer/2022030317/544250748d7f723b798b5b2d/html5/thumbnails/59.jpg)
CreatingyourDigitalBrandBuildingStrategy