eCMO 2010 Doing Branding digital = stealing money from TV

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HKAIM

Mr. Kenneth Wan, Business Director, GroupM Interaction

Business Santé & Médecine

Observation #1

There is a Myth
is the best tool for branding

Top 10 websites in HONG KONG
5 out of 10 are social media / networking sites
1 YAHOO.COM.HK 3.342Mil
2 FACEBOOK.COM 2.628mil
3 LIVE.COM 2.370mil
4 GOOGLE.COM 2.036mil
5 YOUTUBE.COM 1.880mil
6 DISCUSS.COM.HK 1.600mil
7 UWANTS.COM 1.410mil
8 BLOGGER.COM 1.209mil
9 Baidu.COM 1.167mil
10TVB.com 1.146mil

Source: Comscore Mar 2010

Observation #2

High Level of Media Integration

1. Listening
2. Influence
3. Collaboration
4. 器量

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eCMO 2010 Doing Branding digital = stealing money from TV

1. “e” Behind Rebranding Strategy

2. Observation #1 There is a Myth is the best tool for branding

3. Awareness Engagement

4. Top 10 websites in HONG KONG 5 out of 10 are social media / networking sites 1 YAHOO.COM.HK 3.342Mil 2 FACEBOOK.COM 2.628mil 3 LIVE.COM 2.370mil 4 GOOGLE.COM 2.036mil 5 YOUTUBE.COM 1.880mil 6 DISCUSS.COM.HK 1.600mil 7 UWANTS.COM 1.410mil 8 BLOGGER.COM 1.209mil 9 Baidu.COM 1.167mil 10TVB.com 1.146mil Source: Comscore Mar 2010

5. Observation #2 High Level of Media Integration

6. Cross Media Integration

7. Digital Integration

9. Observation #3 Powerful Online Brand

10.

11. Top 10 websites in HONG KONG 5 out of 10 are social media / networking sites 1 YAHOO.COM.HK 3.342Mil 2 FACEBOOK.COM 2.628mil 3 LIVE.COM 2.370mil 4 GOOGLE.COM 2.036mil 5 YOUTUBE.COM 1.880mil 6 DISCUSS.COM.HK 1.600mil 7 UWANTS.COM 1.410mil 8 BLOGGER.COM 1.209mil 9 Baidu.COM 1.167mil 10TVB.com 1.146mil Source: Comscore Mar 2010

12.

13. Observation #4 Risk or Opportunity?

14.

15.

16.

17. 器量

18.

19. 1. Listening 2. Influence 3. Collaboration 4. 器量

20. How?

21. Kenneth Wan Kenneth.wan@groupm.com