unme presentation[1]

Monday, November 16, 2009

Arthidtaya Sahawatwong D520004

Ekachai Tangsinphunchai D520097

Nattawadee Tanawansombat D520102

Prapada Prapan D520050

Tanarat Eaksuchon D520073

Thititham Rojanapruk D520081

Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0

Member

kongkoi moosama tle aomm benz petch


Evolution of Marketing Media

Web 2.0 Concept

UnME Jeans and Web 2.0 Marketing

Agenda

Media selection

Implementation

Measurement of media’s effectiveness



Magazine 1

731

Radio 1896

Television 1930s

Internet Web 2.0

Internet Web 1.0

Media AdvertisingN

ewsp

aper

170

4



Web 1.0 to Web 2.0


One way communication


Traditional media: television, radio, and publishing Internet network of Web 1.0: online banner advertising,

search engine, and website

Convergence lifestyle social network of Web 2.0

Two ways communication



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4%"(*5.65"7(

8.110&%8"9.&(



Web 2.0 Social network on cyber world Two ways communication A commonly associated with web applications which

facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web



1. Consumers’ media habits were rapidly changing2. Consumers were besieged with over 5,000 advertising messages each day, making it difficult for marketers to break through the clutter.3. Consumers were less willing to be interrupted by advertising

Why Web 2.0? Trend?



1. Consumer Co-Creation2. Social Affiliation3. Digital Self Expression4. Sharing

Web 2.0 + 4 Culture Ideology



Consumer Co-CreationAbility to contribute through the online conversation



Social AffiliationSense of community via online connection



Digital Self ExpressionBe online rather than go online/ Express identity online



SharingBe partner not only customer/ peer to peer relationship/ discussion



A fashion denim jeans with unique style, trendy, and premium price in niche market

Target MarketActive teenage girl aged between 12-24 years old who have unique style and taste in fashion

UnME Jeans



UnME SWOT Analysis



UnME Jeans Current Media Plan



Traditional media doesn’t effective anymore. Small business with low advertising budget Challenging to integrate Web 2.0 with traditional media plan.

Problem

UnME Jeans Advertising Media

Dicision

Traditional Media

Social Network of Web 2.0

Why?



2003 2005 2007

Advertising Agency’s 3 Alternatives



• More than 300 million active users• Average user has 130 friends on the site• More than 14 million videos uploaded each month• More than 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week

There are more than 65 million active users currently accessing Facebook through their mobile devices

2003



Page/become fan/quiz/game/

new feed

The maximum frequency , the

longest spend time, present

update, better interaction

Typical Members are high

school and college students



Visual world Interact with each other and share their styles. Create shop of UnMe jean Most apparel brand create visual shop in visual world Target at people under 25-34 years old



A video sharing website

Users create video ads to

show their styles

Can create Word of Month.

Typical members is the

video loving masses

Hard to control the

contents



Traditional ------ Facebook $350,000+600/yr. (% of Traditional+Web 1.0) Zwinktopia $200,000+100/yr. (% of Traditional+Web 1.0) YouTube $300,000+40CPM (% of Traditional+Web 1.0)

Cost Comparison

Media Type Budget/ Year



Approved



Advantages/ How to betterEvolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0


Risk/ How to overcomeEvolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0


How should UnME spend budget on Web 2.0?



Show the ineffective marketing budget spending



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%!!'#

Media Habits: Ad spending and Household Time Spent



35%!

8%!

20%!

7%!

7%!

7%!

8%!

8%!

UnME new plan(based on customer spending time)!

TV!

Magazine!

Radio!

Online Banner!

Google serch!

Zwinktopia!

Facebook!

YouTube!

74%!

15%!

7%!

2%! 2%!

UnME current budget!

TV!

Magazine!

Radio!

Online Banner!

Google serch!



Allocating budget to the right social media channel, UnME can effectively deliver the core message to the target

UnME Should spend money on Web 2.0 !!!



Integration: Traditional media + Web 2.0

How?!"#$%&'(#)*+,$%#**

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สวยมั้ย!!!

Application



1. Conversion Ratio2. Retention Ratio

Measurement Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0


1. Conversion RatioNumber of purchased order from Zwinktopia Total number of Fan Subscriber

from Facebook (received coupon to redeem at Zwinktopia)

Conversion Ratio: This ratio refers to the effectiveness to make a brand awareness for customer’s decision after perceived advertising on social media network such as Facebook



2. Retention RatioNumber of customer who buy UnME product from department store

Total number of customer who use the electronic coupon for redeeming it at Zwinktopia

Retention Ratio: This ratio refers to the proportion of customer who purchased UnME at the social media channel (Zwinktopia) and retain to buy more product at non-virtual distribution channel



Trendy Unique Identities Promote Tolerance Appreciation for differences

of opinion and taste Teenage girl 12-24 years old

Does UnME is the right brand to advertise via Web 2.0?

Consumer Co-creation Social Affiliation Digital Self Expression Sharing Generation Y

Right Brand, Right Media

UnME Web 2.0



Advantages of using Web 2.0 Web 2.0 is match for marketing to generation Y

Less cost than traditional media in long term

Could explode the brand to the huge community in cyber world

Follow the trend of social communication

Company could surveys its target consumers’ opinion directly

Create brand awareness and attraction to target group effectively



Disadvantages of using Web 2.0 Hard to control the message on social network of Web 2.0

Hard to measurement the result

More risky than traditional media

Social media sites don’t have much relevant and support content

The company would not be able to leverage over the longer term

Social network could be Fad



To make social media plan more effective....

Keep updated with new trend Link the advertising with other information fellow

website such as twitter Co design software package with other media such as

i-phone widget, sms via mobile phone Add new feature frequently. For example, the latest

game on Facebook every week



unme presentation[1]

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