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Digital Marketing Summit 2012โดย คุณวรวิสุทธิ์ ภิญโญยางTRANSCRIPT
DTAC “WORK PLAY LOVE”
CASE Study
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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.
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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
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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
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#WorkPlayLove
FB Advert : WorkPlayLove
FB Quote Contest Official Website:
With promotion detail
WorkPlayLove
theme in
Other Media
Campaign Flow
Share on FB
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Period : Apr 28 – May 27, 2011
Total Influencers : 10
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 )
#WorkPlayLove
Twitter #WorkPlayLove performance
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Ad Name Impressions Clicks CTR %
อาการติดfacebookเป็นไง? 1,479,650 633 0.043%
กลเม็ดflirtชายในฝัน 1,472,162 534 0.036%
ตื้อเท่านั้นท่ีครองโลก!! 1,610,226 545 0.034%
รู้ตัวเป็นคนติดแชต อ่าน! 1,690,574 542 0.032%
อยากรู้มั้ยนายคุณชอบอะไร 1,781,627 503 0.028%
เคล็ดลับพิชิตใจสาวสวย 1,781,944 481 0.027%
เคล็ดลับให้เจ้านายรัก 1,922,433 511 0.027%
อะไรส าคัญสุดในชีวิตคุณ! 1,882,357 488 0.026%
ขอเสียงคนใช้ชีวิตคุ้มๆที 1,990,101 472 0.024%
หนุ่มสาวชอบสังคมห้ามพลาด! 2,012,250 467 0.023%
Total : 17,623,324 5,176 0.029%
Period : May 13 – 31, 2011
Buy Clicks : 4,478
Delivered Clicks : 5,176
Delivered Impressions 17,623,324
Click Through Rate : 0.029%
FB Advert Performance
Highest CTR Lowest CTR
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*50% of active users login daily. Average user has 130 friends
https://www.facebook.com/press/info.php?statistics
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
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Work : 605 quotes Play : 341 quotes Love : 720 quotes
WorkPlayLove Submit Quotes
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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!
Campaign Period
dtac feel good fanpage
More than Double Increasing rate !
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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
Campaign Summary
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)
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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.
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Twitter + Microsite + Facebook
Contest + Facebook Ads
Create Linkage from #workplaylove
to product…
Empowered Facebook
for customer engagement & loyalty
Facebook for LIVE
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Just a video post in another site
Only engagement with users is the “Play” button
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Engage current viewers and
indirectly convince their friends
or followers to attend the show
by “Live” comment
via Facebook & Twitter
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A viewer can interact with his
Facebook friend and other
viewers
Facebook Live Stream
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Twitter Live Widget
A viewer can interact with other viewers
and bring more followers to the show by
auto-embedded URL
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Summary of Facebook for LIVE
watch
Live Channel
watch
friends
followers
current viewers
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Facebook for SHOP
Facebook Photo Album is widely used as shopping catalog
Nothing is wrong, but there is a better way 22
Products from an e-commerce site can be
pulled to display on Facebook using
many storefront apps
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Add to Cart
675 Baht
Social plug-in enable more
reaches to others
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Offer a deal or promotional
coupon to retrieve personal
information from target
audience and engage them…
With user’ choices of
Mobile phone
number
message box
Email address
and follow up with promotional updates via correct channel 25
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
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Facebook for SUPPORT
It’s good to have comments on your Facebook Wall
but NOT for handling massive / aggressive questions 28
Self Services
• FAQ / Knowledge Base
• User Community
• Lowest cost of staff
• Most wanted by brands
Enquiries
• Detailed information / correspondence
• Feedback, request, or report a problem
Live Supports
• Urgent request / Real-time response
• Require dedicated staff
• Most wanted by customers
Types of support
As brands communicate to clients via Facebook,
so those clients prefer to do the same way.
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Step I – Monitor closely & Act correctly
Step II – Have a right place for them
Step III – Satisfy them by your great staff
Transform your support model
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1. Use a tool to monitor your
Facebook wall & comment
Sales Support
Tech Support
2. Escalate to relevant
group
3. Agent replies on behalf of
Facebook page
Step I – Monitor closely & Act correctly
Helpdesk
System
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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
Step II – Have a right place for them
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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)
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facebook for RECRUIT
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 35
Job listing apps & facebook ads can
utilize power of social network to
persuade the most qualified
candidates
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Like & Send – for public & private sharing
Recommend – auto suggest your friends if they would be matched
Social Capability
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Accessibility
Submission – candidates can
submit an application directly
Profile – integration with professional
social network site to retrieve profile
information
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facebook ads – directly reach the most qualified candidates
Direct Target
Target ads using profile data, such as:
Educational background, Work experience, Interests and skills, Location,
Experience level
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Co-author of The Best Selling Book about Digital Marketing
“iMarketing 10.0”
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Columnist
“Marketing Hub” –
Krungthep Turakij
“Social Media Club” –
Positioning Magazine
“IT Trends” – GM Biz
Magazine
TV Program
DigiLife TV (Nation Channel)
Email : [email protected]
Twitter : @worawisut
Facebook : facebook.com/MktHub
Phone : 085-1218508
Managing Director DigiBox Co.,LTD (Digital Consulting & PR)
Digital Strategy Advisor Deemoc Co.,LTD (Digital Agency)
http://www.deemoc.com
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