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’
15
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
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