2. Columnist
“Marketing Hub” –
Krungthep Turakij
“Social Media Club” –
Positioning Magazine
“IT Trends” – GM Biz
Magazine
TV Program
DigiLife TV (Nation Channel)
2
3. […Outline…]
• Customer Engagement Strategy
– CASE #1: Coca-Cola vs. Pepsi
– CASE #2: AXE vs. Old Spice
• Creative Marketing Campaign
– CASE #3: dtac #workplaylove
– CASE #4: Happy Fan Page
• Empowered Facebook
4
5. Listen - ลูกค้านินทา
What insights can you get and
act upon?
• Your customers are telling
you everything they want
from you
• Tools exist to monitor
everything and draw rich,
unique and powerful insights
• You can make it easier, make
it worthwhile for customers
to talk to you.
6
7. The methodology of “Join”
Be มีสาระบ้าง
Useful บางเวลา
Provide a benefit
Be Be
ตลก Entertaining Interactive
Make them laugh or smile Create a reason to talk
ชอบยุ่งเรื่องชาวบ้าน
23. 2.Engagement
Pepsi has an average engagement rate of 0.06% vs. Coca-Cola’s 0.04%
Pepsi has a total of 180,050 interactions (posts and comments) to Coca-Cola’s 117,964
Pepsi used a lot of pictures to engage with its audience during October, rather than just links and
text, thereby helping to generate a lot of interactions with the page.
24
24. Case #1 Take away
ใช้รูป แปลกๆ สวยๆ เน้นการแชร์
25
29. 2. Content Strategy
Landing Tab = VDO & Apps Landing Tab = Wall
Wall display Everyone 'posts. Wall display own posts.
Old Spice has more focus on their own posts
30
30. 3. Post Frequency and Variety
Post Frequency
Old Spice made 20 posts
AXE made 3 times with 54 posts, often
posting twice daily.
Contents Breakdown
Old Spice made 16 text updates, 2
links and 2 videos
AXE has a much broader approach with
42 photo updates (including albums),
followed by 7 videos, 3 links, 1 poll and
just 1 text update.
31
31. 4. Engagement Rate
By posting less frequently, and drawing more attention to their posts,
Old Spice are able to leverage a greater rate of engagement from a
lower amount of posts.
32
32. 5. Response Rate
AXE’s two community managers, Dan and
Laura, sign off each post personally and
even appear in various photos and videos.
This gives fans an opportunity for a
dialogue with real people
Old Spice posts remain in the tone of voice
of the Old Spice Guy and are rarely
followed up.
Axe ให้ความรู้สึกว่าแฟนๆคุยอยู่กับมนุษย์ ส่วน Old Spice
ให้ความรู้สึกว่าคุยกับตัวละครในโฆษณา
33
34. dtac one DIY
dtac one DIY
The most successful Facebook campaign
in Thailand. It allowed you to decorate
yourself in Cartoon style.
Monthly Active Users > 2M
World Ranking : 2nd Facebook app.
Popular Countries : Thailand , Malaysia &
Hong Kong
Result :
Increased No. of Fans from 70,000 to
200,000 within a month.
84
35. Campaign Brief
• Promote & Utilize WorkPlayLove Concept via the
online media channel
Campaign Objectives
To gain awareness of the WORK PLAY LOVE campaign among target audience
(20-34 / BKK-UB/Upper-Middle)
To increase the number of dtac’s online channel’s fan-page
85
36. Target Audience
• Main Target : First Jobber
• 20-34 Year/ BKK-Urban / Upper-Middle Income
• Secondary Target : Online People
Source: Nielsen media research: IMS 2011-1
First Jobber: Sample 907 Est. Population: 4,073,000
86
37. Campaign Flow
FB Advert : WorkPlayLove
WorkPlayLove
theme in
Other Media
#WorkPlayLove
FB Quote Contest Official Website:
With promotion detail
Share on FB
87
38. Twitter #WorkPlayLove performance
Period : Apr 28 – May 27, 2011
Total Influencers : 10
#WorkPlayLove Total Tweeples engage: 19,965
Total Tweet : 133,008
Average daily tweet : 4,156
Total Impression : 48,202,040
#1 in Thailand Trending: 19 days
#2 in Thailand Trending: 11 days
(No1 Top Rank Hash Tag in Thailand Over a Month )
88
40. WorkPlayLove Quote Contest
Period : May 15 – June 10, 2011
Total Users : 5,238
Average Daily Users : 222
Total Quote Submit : 1,666
Quote Image created : 233
Quote Image share/like: 2,248
Total Share (post+like) 3,914
Click to Website : 423
Estimated impressions* : 254,410
*50% of active users login daily. Average user has 130 friends
https://www.facebook.com/press/info.php?statistics
90
42. dtac feel good fanpage
12000
10000 Campaign Period
8000
6000
4000
More than Double Increasing rate !
2000
0
5/1/11
5/3/11
5/5/11
5/7/11
5/9/11
5/11/11
5/13/11
5/15/11
5/17/11
5/19/11
5/21/11
5/23/11
5/25/11
5/27/11
5/29/11
5/31/11
6/2/11
6/4/11
6/6/11
6/8/11
6/10/11
6/12/11
6/14/11
6/16/11
6/18/11
6/20/11
6/22/11
6/24/11
6/26/11
6/28/11
6/30/11
dtac feel goood fan increase : May 15 – June 10 : 2,590 fan
Average daily fan increase before campaign : 43 fan
Average daily fan increase in campaign period : 100 fan
• Fan still post quote and share image until now!
• Fan growth rate has been higher since campaign start!
92
43. Campaign Summary
Online Touch Points User Engagement Impression Clicks to Website
Tweet #workplaylove 19,965 48,202,040 -
workplaylove Contest 5,238 254,410 423
FB advert 5,117* 17,623,324 5,176
Total 30,320 66,079,774 5,622
Cost per user engagement : 11.5 Baht : Very Excellent (Compared to 25-30 baht CPE of Innity network)
Cost per impression : 0.005 Baht : Very Excellent (Compared to average campaign at 0.02 baht)
Cost per clicks (FB advert only) : 14.34 Baht : Good (Compared to average campaign at 20 baht)
93
44. Learning, recommendation and conclusion
Twitter influencers : Excellent
Good : many middle sizes influencers instead of few big influencers create excellent result
: natural quote without obvious commercial message makes people spread the words more
To Improve : stronger linkage between #workplaylove and the package ONE D.I.Y. for example, we may
use “WorkPlayLove” as the name of package
Quote Contest : Excellent (compared with investment)
Good : this campaign gains a lot of user engagement and sharing without paid media support
To Improve : enable users to share, comment and click like quote that were not created to be images will
increase more buzz
• Overall campaign is successful in terms of cost
effectiveness on awareness of key message
“WorkPlayLove” and on user engagement.
• The activities were buzz naturally without paid
media to drive campaign.
94
45. Twitter + Microsite + Facebook
Contest + Facebook Ads
Create Linkage from #workplaylove
to product…
46. Happy Avatar
Online #4
CASE Study #4Performance Report
HAPPY FAN PAGE
Period : 16 Jun – 31Dec, 2011
Presentation Date : Dec12, 2011
96
47. Statistics Summary: Total Fan
Period: 16 June – 31Dec, 2011.
120,000
100,000 101,157
97,385
92,991
80,000
74,488
60,000
49,966
40,000
30,375
20,000
5,962 Start at = 2,527
0
June July Aug Sep Oct Nov Dec
*Updated 02 Dec 2011
97
48. Happy Fan Page Activities
คนที่ allow apps: 836
คนที่ตอบคาถาม: 367
ตอบคาถามเกี่ยวกับ TVC Show Time App เล่นแค่ 3 weeks แล้ว
Promote new TVC แจกเสื้อ หยุดเพราะเหตุการณ์น้าท่วมและนากลับมา
เล่นอีกครั้งวันที่ 2-15 Dec
App ดูดวิญญาณ June July Aug Sep Oct Nov Dec
Play Application : 96,513 Users
Photo Publish : 154,583 photos
Click like on App: 8,273 Users Happy DIY card
16Dec-31Jan
Happy วาดให้
PR: Social Festival
allow apps: 14,440 accounts
Total pic: 4,800
98
49. JULY: Monthly Statistics: Daily New Likes
Launch: Facebook ads มีการเล่นกิจกรรมเพื่อโปรโมท Fanpage ในรายการ Saranair, Acts, Bang and
ทาให้ตัวเลขการกด Like เพิ่มขึ้นจากวันละ
1,800
Play Channel ในช่วง July11 – Mid Oct, 2011.
ประมาณ 200 เป็น 600
1,600
1,400
1,200
1,000
800
600
End July
= 30,375
400
Start July
= 5,962
200
0
*Updated Dec1, 2011
99
50. June: แอพดูดวิญญาณ
Period: 29 June – 31 Aug, 2011.
Play Application : 96,513 Users
Photo Publish : 154,583 photos
Click like on App: 8,273 Users
100
53. Dec : Happy DIY Card
(Period 16 Dec 2011 – 31 Jan 2012)
User สามารถอัพโหลดรูปภาพตัวเองแล้วแต่งภาพในเป็นสไตล์ต่างๆได้ รวมทั้งสามารถตกแต่ง และเขียนคาอวยพร
เองได้เพื่อส่งไปให้เพื่อนๆ
104
65. Offer a deal or promotional
coupon to retrieve personal
information from target
audience and engage them…
With user’ choices of
Mobile phone
number
Email address
Facebook
message box
and follow up with promotional updates via correct channel
116
66. Summary of Facebook for SHOP
We can increase;
awareness by Social plug-ins or Storefront apps
conversion by Deals or Promotional coupons
loyalty by communication via SMS, Facebook messages,
or e-newsletters
117
68. It’s good to have comments on your Facebook Wall
but NOT for handling massive / aggressive questions
119
69. Types of support
Self Services Enquiries Live Supports
• FAQ / Knowledge Base • Detailed information / • Urgent request / Real-
• User Community correspondence time response
• Lowest cost of staff • Feedback, request, or • Require dedicated staff
• Most wanted by brands report a problem • Most wanted by
customers
As brands communicate to clients via Facebook,
so those clients prefer to do the same way.
120
70. Transform your support model
Step I – Monitor closely & Act correctly
Step II – Have a right place for them
Step III – Satisfy them by your great staff
121
71. Step I – Monitor closely & Act correctly
Sales Support
1. Use a tool to monitor your
Facebook wall & comment
2. Escalate to relevant
group
Tech Support
Helpdesk
System
3. Agent replies on behalf of
Facebook page
122
72. Step II – Have a right place for them
Instead of seeing irrelevant
posts on Facebook Wall, clients
can:
• Search on FAQs/KB
• Ask a question
• Report a problem
• Share an idea
• Vote to increase priorities
• Help each others to answer questions
123
73. Step III – Satisfy them by your great staff
Real-time interact directly to
customer support staff via
Live Support Widget
facebook chat
Instant messaging
Email (if agent is offline)
124
75. Career websites have been seeking candidates
on Social Networks
As a company, you can do both posting a job and
increasing your brand awareness simultaneously
126
76. Job listing apps & facebook ads can
utilize power of social network to
persuade the most qualified
candidates
127
77. Social Capability
Like & Send – for public & private sharing
Recommend – auto suggest your friends if they would be matched
128
78. Accessibility
Submission – candidates can
submit an application directly
Profile – integration with professional
social network site to retrieve profile
information
129
79. Direct Target
facebook ads – directly reach the most qualified candidates
Target ads using profile data, such as:
Educational background, Work experience, Interests and skills, Location,
Experience level
130
