General insight of digital medium. 1. Nature of digital environment. 2. THINK digital. 3. Principles of digital marketing. 4. "Traditiona;" digital mediuml 5. "New" digital medium

1. GENERAL INSIGHT OF DIGITAL MEDIUM
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2. @DUNG NGUYEN – former Head of planning, Climax Agency
@HUY NGUYEN – Experience Director, Ogilvy One
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3. OUTLINE:
• NATURE OF DIGITAL
• THINK “DIGITAL”
• PRINCIPLES OF DIGITAL MARKETING:
• “TRADITIONAL” DIGITAL MEDIUM:
– DISPLAY ADS
– MICROSITE
– SOCIAL MEDIA (FACEBOOK, FORUM, YOUTUBE)
• “NEW” DIGITAL MEDIUM:
– MOBILE MARKETING
– “NEW” SOCIAL MEDIA
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4. 1. NATURE OF DIGITAL
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5. SMALL DISCUSSION:
HÃY THẢO LUẬN THEO NHÓM (NHƯ NHỮNG NGƯỜI TIÊU
DÙNG):
• 3 LÝ DO KHIẾN BẠN THÍCH XEM TV ADS?
• 3 LÝ DO KHIẾN BẠN THÍCH THAM GIA ONLINE CAMPAIGN?
• 3 LÝ DO KHIẾN BẠN THÍCH TƯƠNG TÁC TRÊN MOBILE?
• 3 LÝ DO KHIẾN BẠN THÍCH LƯỚT TRÊN TABLET?
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6. 6

7. “ALL SCREENS ARE NOT EQUAL”
“THE RIGHT CONTENT FOR THE RIGHT SCREEN”
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8. 8

9. 1ST SCREEN: TV
TAP INTO
HELP ME
MY
RELAX
EMOTIONS
DON‟T
ENTERTAIN MAKE ME
ME WORK
HARD
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10. 10

11. 2nd SCREEN: LAPTOP
HELP ME
GIVE ME A BECOME
CHALLENGE WHAT I
WANT
LET ME SHOW
TEACH ME
YOU WHAT I
SOMETHING
„VE LEARNT
GIVE GIVE ME
SOMETHING SOME
MAKE ME COMPETI 11
LOOK GOOD TION

12. 12

13. 3rd SCREEN: SMARTPHONE
MAKE ME MUST
FEEL I KNOW ME
BELONG PERFECT
HELP ME
HELP ME FIT MAKE THE
IN MOST OF
MYSELF
KEEP ME ON
SURPRISE
TOP OF MY
ME
LIFE 13

14. 3.5 SCREEN: TABLET
PROVOKE ENABLE
ACTION COMPETENCE
PROVIDE
CURATE LIFE
EXPERIENCE
ENHANCE INTERACT
FLEXIBILITY SEAMLESSLY 14

15. 2. THINK “DIGITAL”
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16. 16

17. Coke’s “Fans First” Approach in
Social Communities
Michael Donnelly
Group Director, Worldwide Interactive Marketing
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18. our home page isn’t
just coke.com, it is
google.com
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19. and today, I’d say…
our home page isn’t just
coke.com, it is
google.com and
hyves.nl and
twitter.com and
youtube.com and
facebook.com and
studiVZ.net 19

20. WHO IS TOTALLY “DIGITAL”?
• Nestle 100 năm:
http://www.nestle100nam.com/
• Vietnam lược sử:
http://www.facebook.com/vietnamsuluoc
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21. 21

22. 22

23. 23

24. 24

25. 25

26. 26

27. IF MARKETING IS ALL ABOUT “EDUCATE”
27

28. …THEN WE SHOULD AWARE ABOUT HOW
CONSUMER “LEARN”
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29. LOOK MORE FAMILIAR, HUH?
PR
OUTDOOR & PRINTS
ATL
TVC & RADIO
EVENT & ACTIVATION
BTL
DIGITAL INTERACTION
TL
BRAND & CONSUMER
ENGAGEMENT 29

30. BEHAVIORAL MODEL (DENTSU)
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31. BEHAVIORAL MODEL (DENTSU)
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32. “I do not regard advertising as entertainment or an art
form, but as a medium of information.” – David Ogilvy
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33. 33

34. 3 THINGS TO START THINK “DIGITAL”
1. Most of what matters to your business is
happening outside your business
2. Digital is not a
medium, but an
infrastructure
3. Creating
relevance, not
awareness 34

35. 1. Most of what matters to your business is
happening outside your business
4 people relevant to your business – on internet
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36. 1. Most of what matters to your business is
happening outside your business
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37. 2. Digitally tell the traditional story
http://www.f-i.com/google/ramayana/
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38. 3. “The best ads don‟t look like ads”
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39. 3. PRINCIPLES OF DIGITAL MARKETING
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40. DIGITAL MARKETING – THE ROLE
• TVC, OOH, Radio
ATL • Creating mass awareness
• Event, PR, Activation
BTL • Product trial & Credibility
• Digital
TL • Engagement &
Experience, CRM
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41. FRAMEWORK: PAID.OWNED.EARNED MEDIA
P O E
Advertising in media (TV, Web Site, facebook page of Opinions of friends and
Internet, Radio, outdoor, print) the brand family, word of mouth
Supermarket POSM Catalogue or magazine Opinions of surfers
Trade fairs/Sponsored events of the brand, Brand (blogs, forums, community
event, promotional gifts networks, etc ...)
Press coverage 41

42. PAID.OWNED.EARNED MEDIA
P O E
• Drive traffic • You can control • Credibly
• Build awareness • Content is King • Spreadable idea
• Get instant • Beneficial • Open a
attention • Product information conversation
• Communication
product
• High cost • Few people to visit & • Need a platform
• You interrupt revisit • Can‟t control
people • Compete with nature
42
information sources

43. PAID.OWNED.EARNED MEDIA – DIGITAL - @OGILVY
VSEM
Paid Display Ads
Content Partnerships
YouTube Promotion
Blog Networks
Sharing
VSEO/Search Optimization
Earned Blogs
Influencer Network
YouTube Embeds
Reviews
Brand Dotcom
Landing Pages
Owned YouTube Channel
Video Sharing Channels
Facebook Page
Twitter Feed

44. EVERYTHING IS “EARNED”, NOT “BOUGHT”
44

45. 4. “TRADITIONAL” DIGITAL MEDIUM
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46. DIGITAL ADVERTISING KPI PYRAMID
IMPRESSION Người biết đến
CLICK THROUGH RATE
CLICK Người quan tâm
BOUNCE/INTEREST RATE
VISIT (-BOUNCE RATE) Người quan tâm
đến dịch vụ của
công ty
CONVERSION RATE
REGISTER/LEAD Người
muốn tìm
hiểu chi tiết
SALES /CONSUMPTION RATE
SALES
Người
mua 46

47. “GOD IS IN DETAIL”
47

48. FACEBOOK INVITATION
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49. 4.1 DISPLAY ADS:
70 – 75% budget of DM in VN
5 ad position – 15 ads in 1 min
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50. 4.1 DISPLAY ADS:
“We SELL, or else”– David Ogilvy
“You are IRRESITABLE, or INVISIBLE, just one.” – Seth Godin
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51. TVC vs DISPLAY ADS
TVC DISPLAY ADS
FULL SCREEN, 30s ATTENTION
300x250 (9.2%), 20s ATTENTION
20% PERCENTAGE OF TIME
100% AVAILABLE WITH CONTENT
1 TVC AT THE ONE TIME
5-10 ADS AT THE SAME TIME
10-15 ADS IN 3-5 MINS
15-45 ADS IN 1 MINUTE
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52. 52

53. DISPLAY ADS – THE FACT
• Tim
Armstrong, CEO
– AOL
• Arianna
Huffington, The
Huffington Post
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54. 4.2 - MICROSITE
EXPERIENCE
MANAGEMENT
THE 1% RULE
THE RULE OF ABS
THE RULE OF
USABILITY
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55. ROT & EXPERIENCE MANAGEMENT
USER TIME-ON-SITE
Visit & bounce
Time-on-site < 30s
Visit & browse
Time-on-site: 30s < T < 2 min
Visit & register
Time-on-site: 2 min < T < 5 min
Register & return
Time-on-site: T > 5 min
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56. ROT & EXPERIENCE MANAGEMENT
• Normal campaign statistic:
– < 10s: 70% visits
– 11s – 30s: 7.34% visits
– 31s – 60s: 5.16% visits
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57. TIME-ON-SITE VISUALLY
• 82% visits spend less than 60 seconds on-site
Visits
3.97 1.13
5.56
6.94
5.16 < 10s
11 - 30s
7.34 31 - 60s
61 - 180s
69.9
181 - 600s
601 - 1800s
1801+s
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58. TIME-ON-SITE VISUALLY
• 18% visits spend more than 60 seconds on-site
generate 60% pageviews.
PAGEVIEW
17.55
28.69 < 10s
11 - 30s
16.69 31 - 60s
6.49 61 - 180s
181 - 600s
14.06
10.86 601 - 1800s
5.63 1801+s
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59. REFERENCE: VNEXPRESS.NET
Visits
6.14
13.84
< 10s
49.25 11 - 30s
15.41 31 - 60s
61 - 180s
181 - 600s
9.17
601 - 1800s
1801+s
3.33 2.86 59

60. REFERENCE: VNEXPRESS.NET
PAGEVIEW
12.89 1.66
23.88 2.22
< 10s
7.97
11 - 30s
31 - 60s
61 - 180s
21.29 181 - 600s
30.08
601 - 1800s
1801+s
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61. ROT & EXPERIENCE MANAGEMENT
< 10s < 30s < 60s > 1,800s
Off-topic or mis-
Off-topic Not interested EVANGELIST
click
Do you have
What else can i
What do they SOMETHING
Can they DO do FOR YOU?
SEE & (MORE
something? What will you
Remember ? INTERESTING)
REWARD me?
else?
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62. SHOWCASE: PAY WITH A TWEET
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63. MAXIMIZE TIME-ON-SITE
• What do you do to obtain average 28-min time-on-
site?
• http://www.youtube.com/watch?v=SLWPYdsV7po
• http://www.youtube.com/watch?v=ngIiVLNMjv0
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64. CHAMPION OF TIME-ON-SITE
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65. CHAMPION OF TIME-ON-SITE
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66. KEY LEARNING:
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67. THE 1% RULE
• “On internet, only 1% of visitors generate useful
content for website. 9% of visitors will read &
comment. And 90% just read-only.”
• “The sharing demand is RARELY. The reading
demand is DAILY. The tipping-point is when the
RARELY can satisfy the DAILY demand.”
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68. THE 1% RULE - EXAMPLE
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69. THE 1% RULE – HOW-TO
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70. THE 1% RULE – HOW-TO
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71. THE RULE OF ABS
• ABS = Above the Scroll
• “50% of visitors never scroll down off the 1st
screen”
• “You have your first screen and 7-10s to
persuade the visitors to click, otherwise they’ll
bounce”.
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72. THE RULE OF ABS
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73. THE RULE OF USABILITY
Coupon, middle (1958) – bottom right (1962) – David Ogilvy
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74. THE RULE OF USABILITY
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75. 4.3 – SOCIAL MEDIA:
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76. @Coke social media ppt:
“In the past – We were not building sustainable relationships”
Campaigns Based on
Traditional Campaigns Earning Sustainable Relationships
Fans/Follows/Friends
Fans/Follows/Friends
Time Time
Traditional Campaigns start from zero and abandon the audience
they’ve amassed upon completion. Campaigns based on earning
Sustainable Relationships leverage the existing audience and grow
it for future use. 76

77. 4.3 – SOCIAL MEDIA PLATFORM
Content-
Hierarchy Connect
orientation
SHOWCASE Forum
Facebook Youtube
(Webtretho/Tinhte)
“BUTTON” “Is it allow? Is
“What is it? Who
there anyone else “What is it?”
post it?”
also interest in it?”
SUCCESS FACTOR
Content &
Admin & Content Content
Influencer
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78. FORUM PLATFORM
• TRADITIONAL
COMMUNITY
SITE: Hierarchy
relationship
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79. SHOWCASE: HONDA 12 CÁ TÍNH 2010
• The brief: digital handle recruitment phase of
reality show “Honda 12 cá tính”
• The challenge: last year – with 360’ communication
and online handle by Yeah1, only 216 clips
submited. 79

80. SHOWCASE:
1,100 clips
200,000 unique
visitors in 17
HONDA 12 CA TINH days
http://12catinh.honda.com.vn/
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81. SHOWCASE: HONDA 12 CÁ TÍNH 2010
The traffic of 2010 is 4,7 times
more than the show of 2009.
The number of particapants is
5,2 times more than the show
of 2009: 1000+ clips to 200+
clips in 2009,
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82. QUICK LESSION FROM @COKE:
• SMM is a tactic and should always be in support of brand objectives
• These platforms change frequently and can be very disruptive
• Keep it simple and intuitive – fewer objectives is better and shorten users‟
paths at every opportunity
• Silly to start from zero…
• “Viral” shouldn‟t BE your strategy – just part of a comprehensive plan
• Clear the Legal hurdles first – this is new for everyone so legitimate questions
arise around every corner
• Always work with pros…There is no “sticking your toe in the water”
• Each new Community is an entirely new market and should be treated as
such
• Moderation is a must!
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83. CONTENT-BASED SOCIAL MEDIA:
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84. 4.4 - MOBILE LANDSCAPE:
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85. 5. “NEW” DIGITAL MEDIUM
RELATIONSHIP
BRAND EXPERIENCE
ADAPTION
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86. EVERYTHING IS SERVICES, AND DIGITAL IS
A PART OF YOUR PRODUCT
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87. AND TECHNOLOGY CAN DO SOMETHING AMAZING
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88. DIGITAL CRM – DELIVERY SUPPORTING
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89. 89

90. Vitamin Water’s Flavor Creator…
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flavor creator lab environment within the vitaminwater facebook fan page

91. Determined flavor via conversation mining & ranking…
cloud tagging- shows the ranking of flavors
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and allows you to navigate for more information

92. THE RESULTS:
7+ minutes of engagement
per app session
tens of thousands of total votes
40K unique label designers
174% increase in fans 92

93. Say hello to…connect
• black cherry-lime
• caffeine + 8 key
nutrients
• made by fans, for fans
on
• in stores march 1st
93

94. THANK YOU
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