11“Copyright©2008red|brandbuilders.Allrightsreserved”.

red is beautifully simple and powerfully bold.The colour of passion, life, luck and success.

To build a sustainable competitive advantage.We create long-term brand building partnerships.

A full-service branding and marketing agency.The red team blends international expertise with local know-how, offering clients

clever ways to connect their brands with consumers to deliver winning results.

We start with an analysis of our clients’ complete brand environment,speak the truth in advising what needs to be done, and make it happen.

Vietnam market entry - Brand strategyBrand campaigns - Brand design - Brand packaging

Brand activation - Brand digital - Brand trade marketing

Marc Graduated from the David Syme Business School in Melbourne, has built and operatedbrand consultancies for more than 20 years, and held several interesting corporate roles –Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’sAustralia and Regional director of Marketing Burger King Corporation. In Vietnam Marc hasbeen Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.

Marc began an intense strategic internet focus in 1998. In the digital space he consulted toGlorious Sun Enterprises Hong Kong in 1999 to develop online retail strategy for Jeans West– Project name VIRUS.

He then worked as GM of a JV between WPP and Beijing Telecom in 2000 in Beijing, to builda personalised web portal in Mandarin. Numerous online projects have followed. All brandled, rather than technically driven.

Originally from Northern Ireland, Chris has lived in the region for 8 years, the last 3 inVietnam. A UK Chartered Marketer, Chris has been at the forefront of digital marketingpractice since it’s commercial inception in 1997. Chris has helped to build many famousbrands throughout U.K. and across Asia Pacific.

Setting up one of the leading digital marketing agencies in Singapore in 2000, Chris has hadthe pleasure of launching British Airway’s first flat bed online, Japan’s first multi-lingual e-commerce linked internet radio station, and Volkswagen’s first SE Asia “visualizer”, directlylinking customers to their local dealers across 8 countries.

More recently, Chris has lead agency teams to develop Tiger Beer’s regional digital marketingefforts and the complete re-engineering of online customer service for both Citibank AsiaPacific and Malaysia Airlines, respectively winning the year’s Asia Tourism and Travel Awardfor “Best Airline Online Marketing” and “AC Nielsen / Global Finance Magazine “BestConsumer Internet Bank” 3 years in row.

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todayspresentation

• MarcGough:

– whyisthedigitalchannelsocriticalinbrandbuilding?

• ChrisElkin:

– Whatisthemosteffectiveprocesstofollow,inordertousethedigital

channeltobuildyourbrand?

• OurcasestudytodayisbasedonouranalysisofhowBrandCoca‐Cola

isusingdigitalchannelsintheUSA

• Bestpracticework,fromtheworldsmostvaluablebrand

99

asprofessionalmarketerswe

• BuildBrandsbyforgingemotionalconnectionsbetweenproductsorservicesandconsumers

– Becauseanemotionalconnection

isasustainablecompetitiveadvantage

thatconsumerswillpayapremiumfor

andthatcompetitorswillstruggletoduplicate

1010

weunderstandthechange

Fromlabel Tobrand

andthevalueitcreates

1111

• Coca‐Cola’srevenue2007:28BillionUSDSource:TheCoca‐Colacompany

• Coca‐Cola’sbrandvalue:66BillionUSDSource:

– alittlelater,ChriswilltalkabouthowCoca‐Colaareusing

theDigitalChannelattheheartoftheirbrandbuilding

– butletsstartbyreviewingthebrandbuildingprocess

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Step1:CreateaBrandFramework

Proposition:BrandCoca‐Cola‐‘Refreshment’

Benefit(s):Refreshmentinbody,mindandspirit

ReasonstoBelieve:

Functional

• Water,sugar,caffeine

• ‘Secret’formula

• Carbonation

• ‘Burnandbite’atthe

backofthethroat

Emotional

• Socialacceptance

• Contemporizeandconnectyourself

• Optimism

• Apersonalisedworld

sustainableadvantages

1313

Step2:brandidentity‘embodies’theframework

1414

Step3:campaignamplifiesthebrandproposition

1515

emotionsarethekeytovalue

• brandcampaigns‐communicatebothfunctionaland

emotionalRTB’s

– butinmanycategoriesfunctionalReasonstoBelieveare

‘costofentry’

• emotionalRTB’s‐buildrelationships,loyaltyand‘meaning’

intotransactions

– thecoreofsustainablecompetitiveadvantageandthe

creationof‘brandvalue’

– andwhenyouconsidercommunicationchannels....

13

1616

...digital,isthemostemotionalchannel

14

1717

...becausedigital,isthemostpersonalchannel

yourphone,yourblog,youremail,youriPod,

yoursocialnetwork,youraddressbook...

....chosen,managed,andusedonlybyyou

communicationsfeel...‘justforyou’

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1818

themostmeasurablechannel

&potentially,themostcosteffectivechannel

butthereisalotofnoise,becauseoflowbarriersto

entry,whichiswhyadisciplineddigitalplanningprocess

issoimportant‐thankyouforyourattention

I’dnowliketointroduceChrisElkintotalkaboutthedigital

planningprocess...

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Inthemediamix,digitalisalso

Yourbrandexperienceiscreated

acrossmany‘touchpoints’

Withsomanydigitaltouchpoints

howdoyoubuildyourbrandonline?

CreatingyourDigitalBrandBuildingStrategy

CreatingyourDigitalBrandBuildingStrategy

Youronlinevalueproposition

AnOVPisallaboutextendingyouroverallbrandproposition‐to

offeruniqueonlinebenefitsandandnewexperiencestobuildyourbrandrelationship

CreatingabrandOVPenablesyoutoclearlyset

digitalmarketingobjectivesandmeasurebusinessresults

Putyourtargetaudienceattitudes,demographicsand

onlinebehaviorattheheartofyourdigitalmarketing

planning

CombineyourOVPwithyourbrandconsumerinsightstocreateauniqueonlinebrandexperience

Creatingyouronlinevalueproposition

OnlineValueProposition

• Acompletelynewvirtual

experienceextending

the‘CokeSideofLife’tocreate

adeeperbrandrelationship

throughdigitalchannels

Creates…

• mycoke.com

TheCokeonlinevalueproposition

CreatingyourDigitalBrandBuildingStrategy

Raiseawareness‐spreadtheword

SearchEngineOptimisationOctober2008‐29billionsearchesinAsiaPacific.SourcecomScore,inc.

“InSoutheastAsia,Vietnamisthenumber‐onepriorityofYahoo.”TomSipple,MD,YahooSEAsia

Improvethevolumeandqualityofyouraudience“naturally”

Createreciprocallinks,contentandHTMLcodingrelevanttospecifickeywords

Removebarrierssuchastoomuch‘flash’animation

x

Raiseawareness‐spreadtheword

SearchEngineKeywords&sponsoredlinksPay‐per‐clicktoincreaseyoursiteranking&visibilityinsearchenginepageresults

GoogleAdWords,Yahoo!SearchMarketingandMicrosoftadCentrelargestplayers

Raiseawareness‐spreadtheword

PaidOnlineAdvertising

BannerAds…(yawn)

Raiseawareness‐spreadtheword

Getcreativeandseekoutmore

Interactive,RichMultimediaformatstodrivetraffictoyoursite

Raiseawareness‐spreadtheword

OnlinePR‐Reachaudiencethroughtheirdailynews/interests

Raiseawareness‐spreadtheword

Create‘buzz’acrosshigh‐trafficYoutube,ForumsandBlogs

Viral/ContentSeeding

Raiseawareness‐spreadtheword

TapintotheVietnamesedesiretoshareandexpressthemselves

SocialNetworking‘Hooking’

Adscanalsobeplaceinahighlytargetedwayarounduser‐demographicinfo’

Raiseawareness‐spreadtheword

Leveragecontentpartnerships/sponsorships

Raiseawareness‐spreadtheword

LeverageEmail,Chat,SMS,Mobile

Digitalwordofmoutheffect,anytime,anywhere

Raiseawareness‐spreadtheword

Communicateyourwebsiteaddressacrossallyourcommunicationtouchpoints

Driveaudiencetoyourwebsiteandbackintotherealworld

www.mycoke.com

Raiseawareness‐spreadtheword

CreatingyourDigitalBrandBuildingStrategy

Encourageparticipationwithexclusiveincentives

“DesignTheWorldACoke”contest

Differentiatethroughengagement

PersonaliseyourownCokebottledesign

Differentiatethroughengagement

1000’sofwaystoexpressyourself

Differentiatethroughengagement

“Mashup”,rateandshareyourdesignwithfriends

Differentiatethroughengagement

Sharebrand/user‐generatedcontentasdownloads

Differentiatethroughengagement

Music,Videos,Wallpapers,Screensavers&DesktopGames…

canallbeusedtodeepenemotionalbrandconnections

Differentiatethroughengagement

CreatingyourDigitalBrandBuildingStrategy

Buildyourbranddatabaseandopportunitiesforinteractiveexperiencesandongoingdialogue

Drivecustomeracquisition

Provideincentivestoenticeyouraudiencetosharetheirdetails

mycoke‘CCMetro,’isa3Dvirtualenvironmentofferingacompletelynewexperience

Drivecustomeracquisition

Memberscanpersonalizetheirspace,socializewithothermembers,accessmusic‐mixers,

gaming,sportsandentertainment,

includingpaintballing,askateparkandatheaterfeaturingexclusivevideos.

Drivecustomeracquisition

Integrateonlineandofflinemarketingactivitiestodriveyour

audiencetoyourwebsiteandbackintotherealworld

mycoke.com

Drivecustomeracquisition

CreatingyourDigitalBrandBuildingStrategy

Buildongoingengagementandpositivewordofmouthassociation

mycokerewards.comloyaltyprogram

Buildbrandloyalty

Recogniseandrewardcustomersforsomethingthey’realreadydoing

Sincelate2006,1newmemberhasregisteredevery4seconds,

Spendinganaverage8minutespervisit

Register online Collect codes from bottle tops

Redeem codes onlineto be rewarded

Buildbrandloyalty

Alwaysconsidernewtechnologiestostrengthenrelationshipswithyourcustomersandpartners

Givecustomersrewardsthatdrivethemtopartnerstores

Desktop widget toredeem cap codes& get latest news

SMS/MMS contest /event entry/alerts

Viral cards Partnere-coupons

Buildbrandloyalty

CreatingyourDigitalBrandBuildingStrategy

Leveragekeylearningstocontinuallystrengthen

yourbrandonlinevalueproposition

Whatisworkingandwhatisnot?

–Alignyourbusiness,brandandmarketingobjectives

–Decidehowyourobjectiveswillbemeasured&analyzedatthestart

–Setbenchmarksforsuccess

Measurebusinessresults

1)Awareness

2)BrandOVP‐firstimpressions

4)Acquisition‐newmembers/sales

Mostpopularcontent

Nextpageseenafterhomepage

%HomepageAbandonment

3)Engagement‐qualityofinteractions

PromotionEntries

ViralSharing

Consistentlymeasureyourdigitalinteractionstoincrease

therelevanceofyouronlinevaleproposition

5)Loyalty‐repeatengagement/brandpref’

Membership,Brandpreference&salesgrowthovertime%RepeatVisitors

AverageVisitLength

Numberofdownloads/Visitors

PageviewsperVisitor

%Trafficonhomepage

MembershipRegistration‐optin/out

BrandSales

TotalWebsiteVisitsPageviews

Referraltouchpointsources

Brandwebsite

TouchPoints

Measurebusinessresults

CreatingyourDigitalBrandBuildingStrategy