internal use only – do not distribute scg chemicals corporate website revamp update

Internal Use Only – Do not distribute Internal Use Only – Do not distribute

SCG Chemicals Corporate website revamp update


Objectives


Website revamp - Main Objectives

• To enhance brand image

To have a website aligning with corporate identity (สอดคล้�องต่อภาพล้ กษณ์�ของบริ�ษ ท)

• To Improve purchase intent

To be a market-facing communication tool that serve customer’s needs งายต่อการิใช้�งาน ส�บค�นข�อมู�ล้ของล้�กค�า

• To have updated, real-time, relevant corporate information available on the website

• To maintain accessibility of the website

To obtain responsible persons in maintaining website


Brand attribute represented on the new website

Attributes Design Mood & Tone Applications on the web

Innovation Creative, modern • Creative, modern design• Technical knowledge library

Competitive Professional • Professional look & feel• Technical knowledge

library/Troubleshooting

Sensible “Care”, User-friendly, accissible • Alternative product search system : Both product/brand/ market oriented or search by keyword • Request technical document certification on home page• Simple design, friendly for low-technology users

Sustainable Less is more, Care for people and environment, Green

• Comprehensive information and activity showcase on CSR/Eco/Green/ Health &Environmental concern

Dependable Fact, Trustworthy Commitment • Technical FAQ/ Trouble shooting• Inquiry submit form on the home page


To be perceived as “industry guru” an online knowledge

center in regional petrochemical industry

To be an alternative marketing communications

and tools

To provide comprehensive online ‘relevant’ and

‘accessible’ information about the company

To be one of effective online channel to enhance brand awareness & experience

Website Development Roadmap

Must-be quality

“Digital Marketin

g?? KPIs : # visits # Interactions # Like/ share

KPIs : # leads (visits) # returned visits Time spent on specific page/ banner Click Thourgh rate

To create an online community where members

can exchange information on the web

>>a user-generated content website that can be used as a

digital brand comm. tools

1

2

3

4

Web +Social media

“A professional & trustworthy

partners

Content & database Marketing

Customer-oriented web & platform for digital marketing

To create a platform for eCRM/ online Marketing & Brand

Communication

1)To have websitealigning with

corporatebrand image/identity2) To be a market-

facingcommunication tool

thatserve customer’s

need 3) To obtain

responsible persons in maintaining website content


Website as a tools to develop digital branding /marketing communications strategy

Website development

as a plat form for brand communications

Consumer insight collection

& Analysis through Web

statistics

Design/shape digital

branding/marketing comm. strategy

Measure effectiveness of the

campaign/media

Optimization: re-design digital

branding/marketing strategy to match

audience’s behaviors

Improve website/digital tools feature

to fit strategies

The Bottom Line : - To increase brand awareness-To improve purchase intent


Target Audience


Target Audience

Non-stakeholder

s

Stakeholders

Analyst (investors)

Press

Students

Industry players

(Potential customers)

Community

SCG Management

Customers

(Traders/brand

owners/ Purchasers))

Primarytarget

Consumers (B2C)


New website structure


The mock-up design


Mock-up design

• mock up _htmll

http://www.emedia.co.th/Project/_KRG/008_EC/

http://www.emedia.co.th/Project/_KRG/008_EC/


The new market-facing product listing system


Objectives of product re-categorization on the website

Cover all product/ service SCG Chem Portfolio (Polyolefins & Other subsidiaries)

Market- facing งายต่อการิ search หาข�อมู�ล้product/ service ของ กล้ มูเป้#าหมูายท กกล้ มู โดยเฉพาะล้�กค�า

B2B : Converters / Traders B2C : Brand owners/ Buyers + potential customers

who has never known about our products

Professional approach


The 6 search criteria: 1) Product Category2) Industry3) Application4) Process5) Resin Types6) Trade names

The market-facing product listing system :

The 6 Search Criteria


Website Managementwww.scghrknowledge.com


Scope of Website Management

Objective

1) To be a channel to share information to target group

1.1 HR knowledge 1.2 Movements of activities in SCGHR

2) To enhance SCG brand image

3) To be SCGHR platform of knowledge information

Target

1) Government Sector2) Public



Design

The web consists of 7 menus;

Home SCG Website Knowledge Book Award News & Activity Contact Us



Design



HRD

HRM



Design



Human Resource Management Excellence

Sustainability Management Excellence

Corporate Social Responsibility

Leadership Excellence

Good Governance Excellence



Content Management

- Source of content- Monitoring & Content updating - Frequency of update- Responsible person- Validation process



Monitoring & Content Update

Menu /Function

Source of

Content

Frequency of Monitoring & Update

Daily Weekly Bi-Weekly Monthly Quarterly Annually

Home -

(Link to) SCG Website

CCO

Knowledge • HR Websites• SCG-CHR Strategy

Book • SCG – CCO• SCG - CHR

Award • SCG – CCO• SCG - CHR

News & Activity

Executive Briefing Center

Contact Us -

VDO • SCG – CCO• SCG - CHR


Scope of Website Managemento Objectiveo Designo Content Management

- Source of content- Content updating - Frequency of update- Responsible person- Validation process

o Monitoring & Countero Subscription & Member categorizeo Search function

- What kind of search the web provideo System Management

- Program….make sure it is stable- Online subscription- Hosting and future location of host

o Test-run period



o Design - Awards Menu consists of o ริางวั ล้ควัามูเป้(นเล้�ศด�านการิจั ดการิทริ พยากริบ คคล้

(Human Resource Management Excellence) ได�ริ บต่อเน�,องเป้(นป้-ท., 13

o ริางวั ล้ควัามูเป้(นเล้�ศด�านนวั ต่กริริมู (Innovation Excellence) ได�ริ บต่อเน�,องเป้(นป้-ท., 9

o ริางวั ล้ควัามูเป้(นเล้�ศด�านส�นค�า/การิบริ�การิ (Product /Service Excellence)

o ริางวั ล้ควัามูเป้(นเล้�ศด�านควัามูริ บผิ�ดช้อบต่อส งคมู (Corporate Social Responsibility

Excellence) ได�ริ บต่อเน�,องเป้(นป้-ท., 5 o ริางวั ล้ควัามูเป้(นเล้�ศด�านผิ��น0า (Leadership Excellence)

ได�ริ บต่อเน�,องเป้(นป้-ท., 2


Website revamp - Main Objectives

• To enhance brand image

To have a website aligning with corporate identity (สอดคล้�องต่อภาพล้ กษณ์�ของบริ�ษ ท)

• To Improve purchase intent

To be a market-facing communication tool that serve customer’s needs งายต่อการิใช้�งาน ส�บค�นข�อมู�ล้ของล้�กค�า

• To have updated, real-time, relevant corporate information available on the website

• To maintain accessibility of the website

To obtain responsible persons in maintaining website


Proposed Website Editorial Team

• Representatives from each related functions : Sales/ Marketing /Brand& Comm/ TS/CSR/ SHE office

• Meeting every 3 month to review and update their own parts of content

• Role & Responsibility

Content monitoring

every 3 months

Plan & follow up content to be updated

Inform web editorial team


Proposed workflow for web content update

Content monitoring

/development

Content editing/ approval

Upload on the web

Content owner

Content owner

Content owner

Content owner

Brand& Comm

Web Admin

Work Process

1

2

3

1.ข�อมู�ล้เป้ล้.,ยนแป้ล้ง แล้ะคนพริ�อมู2. ข�อมู�ล้ท.,ไมูกริะทบภาพริวัมูเช้�ง brand

1.ข�อมู�ล้ไมูคอยเป้ล้.,ยนแป้ล้ง หริ�อคนไมูพริ�อมู2. ข�อมู�ล้ส0าค ญกริะทบภาพริวัมูเช้�งbrand


The working team....Functions Persons in charge Responsibled parts

Marketing Nattha (Plast)/ P’Ben (Perf) - Product information - Market/ Application Categorization - New Product UpdateSales

P'Ranut (SCG Plast)K.Vachara (Perf)

TS P’Apichart (Plast)P’Pornchai (SCG Perf)

-Product Categorization-Technical FAQ-Technical Library

QA K. Som Technical Datasheet/ MSDS/ FDA

Biz ComP'Maywika/ Pichaya

About SCG Chemicals, News Room update, advertising banner, product catalog, magazines

Branding P' Ajana

Main advertising banner/ SCG Eco Value/ Building Success Together reference case (if any)

Ebiz TeerapatWeb architecture/ TechnicalSearch engine

Safety JirapongSafety part in ‘Sustainable Development’ category

CSR TaweepornCSR part in ‘Sustainable Development’ category

HR Ruangwiroon Career


YJ’s comment

Website management1 ควัามูถี่.,ในการิ update content แต่ล้ะเมูน�Daily basis ? Quarterly?

2 คนริ บผิ�ดช้อบ ห วัหน�าโต่4ะขาวัเมูน�ต่างๆ แล้ะ ห วัหน�าท.,ด�ภาพริวัมู

(เสนอช้�,อ)

3 แผิน promote web ให�มู. traffic เข�ามูามูากๆProduct metric : ต่ ด process ท�6ง- ด�เริ�,อง property การิ show แต่ล้ะเกริดส�นค�า ให�

marketing review


Web development :- ด�เริ�,อง itune ให� support mobile- ท0า menu ให� flexible ในการิเป้ล้.,ยนแป้ล้ง- Timeline ให� go-live เริ7วัข86น- ช้�,อ url : www.scgchemicals.com (Main) www.chemicals.scg.co.th scgchemicalsPresent CY/ Brand Committee :Strategy :-Website as a tool to support strategic

communications?– SCG Chem Target Audience Vs Tools– Design mood & tone ต่อบโจัทย� brand อยางไริ– Website จัะต่อบโจัทย� Audience กล้ มูไหนมู.ป้ริะโยช้น�ทางการิส�,อสาริถี่8ง

กล้ มูเป้#าหมูายอยางไริ

http://www.scgchemicals.com/

http://www.chemicals.scg.co.th/


Timeline

internal use only – do not distribute scg chemicals corporate website revamp update

Documents

website kpis

website content slide

internal use

website usage

usergenerated content

website revamp objective

website development

digital brand