Click to edit Master _ text styles Second _ _ level Third Clear level _Digital Communication Plan Fourth _ level _ (kế hoạch marketing clear) Fifth level _ Prepared by: Emerald Digital Marketing Table of Content (nội dung chính) Click to edit Master _ text styles Second _ level • _ Objectives (mục tiêu) Third level _ • Customer shopping behavior (hành vi mua sắm Fourth _ level _ khách hàng) Fifth level _ Strategy (triển khai chiến dịch) • Approaching • Tools & Channels (công cụ kênh triển khai) • Measurement (đo lường) Objectives (mục tiêu) Click edit _ text styles • Driveto traffic toMaster Clear Micro site (dẫn truy cập website Second _ _ level Clear) Third level _ Fourth _ level _ • Maximize traffic to the site (Tối ưu hoá lượng truy cập) Fifth level _ • Increase engagement with the site (tăng tương tác người dùng website) Click to edit Master _ text styles Second _ _ level Third level _ Fourth _ level _ Customer Shopping Bbehavior (Hành vi Fifth level _ mua sắm khách hàng) Most new personal care product buyers research new personal care items online, but purchase them offline (hầu hết khách hàng cá nhân tìm hiểu sản phẩm online, lại mua offline) 83% are researched online but purchased offline Click to edit Master _ text styles Second _ _ level Third Research level _ 83% 15% Online* Fourth _ level _ Fifth level _ Research Offline** 2% Purchase Offline 15% are researched and purchased online 0% Purchase Online n=328 * Used any online source to research ** Used only offline sources to research Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC Base: New Personal Care Product Sub-Group who purchased either online or at a store and used at least one source Among traditional and in-person sources, friends/family and TV ads are more influential for new personal care products (với kênh truyền thống, bạn bè, gia đình quảng cáo truyền hình có ảnh hưởng nhiều đến họ mua hàng) Use and Influence of Traditional/In-Person Sources Source is Influential* Use Source Click to edit Master _ text styles Second _ _ level 97% Third level _ Fourth _ level _ Fifth level _ Friends/family 76% TV ad 76% TV show 62% Newspaper ad 59% Magazine ad 58% Magazine article 49% Newspaper article 47% Retail store 41% Sales person … and 93% of them consider at least one type influential* 40% Billboard or outdoor ad 36% Postal mail ad or catalog 22% Radio ad 14% Telemarketing (of 15 types of sources measured) 10% Print phone book n=343 9% 0% 10% 6.3 Average Traditional/In-Person Sources Used 19% Radio show of new personal care buyers use at least one type of traditional/in-person source to research … 20% 30% 40% 50% Base: New Personal Care Product Sub-Group 60% 70% 80% 90% *Top box scores (4, on 5-pt scale) Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC 100% Search engines are used more – and are more influential – than other types of websites (các máy tìm kiếm dùng nhiều có ảnh hưởng dạng website khác) Expert review sites are very influential (for those who use them) Use and Influence of Websites Click to edit Master _ text styles ** Second _ _ level 96% Third level _ Fourth _ level _ Fifth level _ Source is Influential* Use Source Search engine News website 88% 64% Manufacturer website 55% Online retailer or store website 49% Classified listings website 47% Community of new personal care buyers use at least one type of website to research … 45% Consumer review website 40% Website with reviews by experts 40% Shopping comparison website 36% Social networking website 36% Portal 26% Blog 22% Video website 22% Auction website 21% 0% 10% 20% … and 87% of them consider at least one type influential* 6.1 Average Websites Used (of 14 types of sites measured) n=343 30% 40% 50% Base: New Personal Care Product Sub-Group 60% 70% 80% 90% 100% *Top box scores (4, on 5-pt scale) ** Use search engines as a source or as a gateway to other online sources Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC All types of online ads are used by over to in 10 new personal care product buyers (Tất dạng quảng cáo online tiếp cận từ đến người 10 khách mua mới) Use and Influence of Online Ads Source is Influential* Use Source Click to edit Master _ text styles Second _ _ level 47% Third level _ Fourth _ level _ Fifth level _ Online video ad 31% Gadget ad of new personal care buyers use at least one type of online ad to research … 31% A text ad / sponsored link 27% … and 56% of them consider at least one Expandable online ad 25% 3.2 type influential* Average Types of Online Ads Used (of types of ads measured) General banner ad 20% An ad that moved across webpage 19% n=343 0% 10% 20% 30% 40% 50% 60% Base: New Personal Care Sub-Group 70% 80% 90% 100% *Top box scores (4, on 5-pt scale) Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC Websites and traditional/in-person sources are equal in use and influence (các website quảng cáo truyền thống dùng có ảnh hưởng tương đương nhau) Traditional/In-Person Sources 97% of new personal Websites Online Ads 96% Click to edit Master _ text styles 47% Second _ _ level Third level _ Fourth _ level _ … and 93% of … and 87% of Fifth level _ them consider at 56% them consider at care buyers use at least one type of traditional/in person source to research … least one type influential* of new personal care buyers use at least one type of website to research … (of 15 types of sources measured) … and of them consider at least one type least one type influential* 6.3 Average Traditional/In Person Sources Used of new personal care buyers use at least one type of online ad to research … influential* 3.2 6.1 Average Types of Online Ads Used Average Websites Used (of types of ads measured) (of 14 types of sites measured) n=343 Base: New Personal Care Sub-Group *Top box scores (4, on 5-pt scale) Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC Buyers spend about half a month deciding what to buy, using Internet more than other sources to decide (những người mua hàng dùng khoản nửa tháng để định mua họ tin internet nguồn tin khác) Percent of Total Research Time Each Source Used Click to edit Master _ text styles 15.5 Internet28% Second _ _ level Third level _ Friends/family19% Fourth _ level _ TV ad10% TV show6% Fifth level _ Avg Number of Days Spent Researching month or more No time—it was an impulse buy Less than day Newspaper ad5% week to less than weeks Magazine article5% Magazine ad5% Retail store5% Sales person4% Newspaper article4% Billboard or outdoor ad2% day to less than days Postal mail ad or catalog2% Base: New Personal Care Product Sub-Group n=341 n=343 Base: New Personal Care Product SubGroup who used at least one source Q: How much time did you spend researching your new [product], from the moment you decided to look for a new [product] to when you purchased it? / Thinking of all the time you spent researching your new [product] as 100%, what percent of time did you spend evaluating each source? Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC Forum Seeding • Mass forum list Click to edit Master _ text styles No Forum Members Posts Alexa Second _ _ level http://forum.blogtruyen.com/ 44,940 81,438 105 http://www.9xvn.vn/forum.php 68,907 120,055 3,496 Third level _ http://forum.petalia.org/ 74,991 315,847 358 Fourth _ level _ http://www.2dep.net/ 114,145 116,195 721 Fifth level _ http://www.hoahoctro.com/4rum/ 160,285 1,129,537 1,262 http://i4vn.com.vn/forum/ 303,766 223,767 397 http://pro9x.com/4zum/index.php http://vnsharing.net/forum/ 371,442 313,201 174,790 5,118,966 61 237 Forum Seeding • Mass forum list Click to edit Master _ text styles Second _ levelForum No _ Members Posts Alexa http://5giay.vn 447,389 36,419,503 19 Third level _ 10 http://diendan.vietgiaitri.com/ 468,116 481,422 54 Fourth _ level _ 11 http://www.webtretho.com/for 525,978 7,004 34 um/ Fifth 12level _ http://tinhte.vn 739,550 5,751,220 22 13 http://forum.vuilen.com/ 898,071 485,410 554 14 http://diendanlequydon.com 948,467 320,872 1,412 15 http://diendan.phununet.com/ 34187 27,963 197 Video Seeding – Clip.vn • The largest Vietnamese video sharing Click to edit Master _ text styles community for Vietnamese • With 12 categories Second _ _ level • Website attract over 2,4 million visitors and 65 million page views per day Third level _ • Member :77,209 • Male: 60% Fourth _ level _ • Female: 40% • Age: 16-28 Fifth level _ • Favorite topic: HOTNEW, Music, Movie Video Seeding – Zing • A leading stable website allow users to search, store and view high quality in Vietnam with over 1.6 million visitor and 16 million page views per day Member: 4,341,316 Male: 65% Female: 45% Age: 14-29 Favorite topic: HOTNEW, Music, Movie Click to edit Master _ text styles • Second _ _ level • Third level _ • • Fourth _ level _ • • Fifth level _ Yahoo! VN | Vietnam Messenger Communications is Everywhere… Yahoo! Messenger allows people to more effectively manage their communications Chat, entertain, play music and games, share photos and customise - all on Yahoo! Messenger Click to edit Master _ text styles Second _ _ level Third level _ million Monthly visitors Fourth _ level _ 124 million Fifth level _ Monthly page views Demographics of VN Messenger users 62% 38% Source: Yahoo! Data Mining (June 2010) Yahoo – Spreading Budget & KPIs Click to edit Master _ text styles Duration: 12 months Second _ _ level Visitor: 120,000 Third _ Unique Visitor:level 84,000 Cost per Visitor: $0.05 Fourth _ level _ Page view: 120,000 Fifth level _ Tracking: Google Analytics Total Cost: $6,000 • Send link & message to millions of users • Automatic sending message to 500,000 nick/day • Following Cosmo Clear message, one month, one customized massge Banners Ads – Party in Saigon Reach: More than 1,000 Click to edit Master _ text styles visitors per day Second _ _ level Targeted User: A site that provide Information about all parties in Third level _ Saigon Fourth _ level _ Effective for brading Fifth level _ Creative: Large banners (flash or static) in top and bottom, small at sides with fade in and fade out effect Banners Ads – Party in Saigon Click to edit Master _ text styles Total Cost: $2,500 Second _ _ level Duration: months (Feb, Dec) Third level _ Visitor: 3,750 Fourth _ level _ Unique Visitor: 2,500 Fifth level _ Cost per Visitor: $0.4 Budget & KPIs Page view: 3,750 Tracking: Google Analytics Banners Ads – Any Arena Click to edit Master _ text styles Second _ _ level Targeted User: It is daily voice of Entertainment, Fashion & culture in Vietnam It’s highly Third level _ qualified content attracted alot of sophisticated people Fourth _ level _ Effective for brading Fifth level _ Reach: More than 1,000 visitors per day Creative: Rich banner: 230x400, 184x320, 552x100 Banners Ads – Any Arena Click to edit Master _ text styles Budget & KPIs Second _ _ level Total Cost: $1,400 Duration: months (Feb, Dec) Third level _ Visitor: 3,750 Fourth _ level _ Unique Visitor: 5,250 Fifth level _ Cost per Visitor: $0.4 Page view: 5,250 Tracking: Google Analytics Banners Ads – Any Arena Click to edit Master _ text styles Second _ _ level Third level _ Fourth _ level _ Fifth level _ Banners Ads – Ads Network Entertainment Channel Click to edit Master _ text styles Second _ _ level Woman,level Beauty, Healthcare & Family Channel Third _ Fourth _ level _ Fifth level _ Sport Channel Banners Ads – Ads Network Click to edit Master _ text styles Reach: More than 10,000 Second _ _ level visitors per day Third level _ Targeted User: A Network for Fourth _ level _ Men Fifth level _ Effective for brading Creative: Balloon Balloon Banners Ads – Ads Network Click to edit Master _ text styles Budget & KPIs Second _ _ level Total Cost: $5,000 Third level _ Duration: months (Feb, Dec) Fourth _ level _ Visitor: 10,000 Unique Visitor: 15,000 Fifth level _ Cost per Visitor: $0.5 Page view: 22,500 Tracking: Google Analytics Balloon THANK YOU Click to edit Master _ text styles Second _ _ level Contact us: Third level _ Nguyen Hai Long (Mr.) SEM Manager Fourth _ level _Title: Fifth level _ Email: longnh@emerald.vn www.Digitalmarketing.vn Mobile: +84 937 199 641 Tel: +84 62751580 Web: www.digitalmarketing.vn [...]... chiến Fifth level _ dịch) Communication Strategy (Chiến lược truyền thông) Click to edit Master _ text styles Viral Ad Words Forum Seeding Second _ _ level Yahoo Spreading Third level _ Web Banners Video Seeding Fourth _ level _ Website Fifth level _ Contestants’ clips Wepisodes Social Media You tube Channel Facebook Fan page Break-out clips Communication Strategy (Chiến... Second _ _ level Useful for instant exposure… TACTICAL (& Strategic) (hữu dụng Third level _ ngay lập tức) Fourth _ level _ • Immediate visibility – Clear s website can be present within 15 minutes (hiện hữu ngay lập tức - website của clear có thể xuất hiện trong 15 phút) Fifth level _ • • Ability to tailor and deliver precise messages to target audience (có khả năng xuất hiện và truyền... Care more about scalp Like challenge Fan Page – Strategy Click to edit Master _ text styles Facebook Fan Page named “New Clear Helmet Second _knockout” _ levelto interact with target audience Third level _ Fourth _ level _ Attract fans to build Clear challenge’s community Fifth level _ Update info about the challenge, attract fans to interact and respond Fan Page – Execution... Emerging Market: Second _ _ level For advertising, Facebook is able to gather knowledge from its users and Third level _ advertise directly to their interests Fourth _ level _ Effective Communication Fifth level _ High Adoption Rate: Popularity of Facebook fan page will continue to expand the use of Facebook at home and in networking, and the workplace Facebook Fan Page – Overview... _ Source: Vietnam Facebook Demographic , Jan 14 2011 Facebook Fan Page - Objectives • styles Objectives Click to edit Master _ text Building a big online community to: – Drive traffic to Clear website Second _ _ level – Increase awareness about the Third level _ challenge and recruit more fans to join Fourth _ level _ – Follow up all the activities and Fifth level _ update... thời gian tuỳ chỉnh trong ngày) • Only pay when a targeted user clicks on the ad and arrives at the site (chỉ trả tiền khi khách mục tiêu click vào quảng cáo và dẫn về website) Paid Search (PPC) Have Clear website on search engine right now This is the most Click to edit Master _ text styles used by target customers, and it is also the first impression to Second _ _ level people who... Page view: 45,000 Tracking: Google Analytics Fan Page – Content Click to edit Master _ text styles Second _ _ level Third level _ Post outstanding Fourth _ level _ Introduce new Clear clip/video Fifth level _ Update info about the challenge How to strengthening scalp health? Forum Seeding 1 Before launching the website (2 weeks) • Key message: “Scalp needs to be taken care... weeks) Fourth _ level _ • Key message: “A new dawn is beginning” • Discuss about new solution for your scalp problem Fifth level _ • Implement: mass 3 Advertise the event (4 weeks) • Key message: Clear works on scalp” • Discuss about the event • Implement: high engagement Forum Seeding 1 Before launching the website Click to edit Master _ text styles Contents Second _Time _ level... difficulties do you encounter when you have Fourth _ level _ dandruff? Fifth level _ 2nd All of methods which you have ever tried to resolve week your problems You can see the information on Clear Helmet Knockout” website – Duration: 2 weeks Forum Seeding 2 Launching the website Click to edit Master _ text styles Time _ Contents Second _ level 1st week If you have dandruff,... should not be sad That is not your Third level _ big problem and can be resolved completely A new solution for your scalp is showed on the website Fourth _ level _ You can see the information on Clear Helmet Knockout” website Fifth level _ – Duration: 1 week – 1 topic/ forum