Class 01 Digital Strategy Class 1 : Strategy Formulation

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Information about Class 01 Digital Strategy Class 1 : Strategy Formulation
Business & Mgmt

Published on January 30, 2014

Author: maximumboy

Source: slideshare.net

Description

Present นี้เป็น 1 ใน 12 Course ที่ผมสอนเมื่อปีที่แล้ว มีการปรับนิดหน่อย เป็นเรื่องแรกที่สอน ในทุกๆที่ๆผมไปเป็น Consult และ ครูให้ ที่เห็นนี้เป็น Slide สอนที่สุดท้ายในปี 2557 อ่านจะมีเนื่อหาเก่าบ้างตามสมัย

สำหรับเนื้อหาการสอน 12 ครั้ง มีตั้งแต่การเรื่องการวางแผนงานดิจิทัล e-commerce จนถึงการนำไปใช้และวัดผล อาจไม่ครบถ้วนเนื่องจากในการสอนมีการบรรยายนอกเหนือสไลด์ด้วย
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This presentation was my 1st one(1 of 12 my courses) for every companies that I was both a consultant and in-house lecturer. It was used for the last company that I taught last year. It might be updated due to its time.

1 By Somkiat Lilitprapun(Kroo BOY) 2013 Digital Marfketing Course Day 1 – Digital Marketing Strategy & Branding

SOMKIAT LILITPRAPUN 2 •  •  Digital Marketing Lecturer – Wien, thonglor veterinary hospital, Pruksa Real Estate Digital Marketing Consultant – Wien, thonglor veterinary hospital, Pruksa Real Estate, Reebonz.com •  Head of Marketing – Reebonz.com (Brandname Bag Flashsale Site) •  E-Business Manager : mahaphant (Shera & Ha Huang) •  •  Databaar marketing & CRM& e-Marketing Manager : Phyathai Hospitals E-Commerce Manager : TV Media Contact : 086-612-3422 Email : boysomkiat@hotmail.com Line : maximumboy

Digital Marketing ?? “ Marketing that makes use of electronic devices such as computers, tablets, smart phones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners” “การทำการตลาด ด้วยสื่ออิเลคทรอนิคส์เพื่อมุ่งหวังให้เกิด การปฎิสัมพันธ์ในรูปแบบต่างๆกับลูกค้าหรือหุ้นส่วนทาง ธุรกิจ.

Why Digital Marketing ? ¨  Consumer Behavior CHANGE! §  §  SPEND Time at least 5-8 Hr /day (online) Last year- ออนไลน์เพิ่มมากขึ้นจาก 47.8% เป็น 57.2% ¨  NO SPACE FOR MASS MARKETING ¨  Competitors go online

5 Digital Marketing Strategy

6

RACE SYSTEM 7

Reach 8 “Awareness” KPI : ¤  NO. of Visitor ¤  NO. of Return Vistor ¤  etc

Act 9 “Audience Act As we want” KPI : ¤  Page per visit ¤  Product page conversion ¤  Time Spent ¤  Bounce Rate

Convert 10 “Convert to GOAL(S)” KPI : ¤  Member or Lead ¤  Sales ¤  Like, followers ¤  Revenue / Profit ¤  Fund Raising

Engage 11 “Long-Time Relationship” KPI : ¤  Fan Engagement ¤  Activity Participation rate ¤  Virality ¤  Repeated Visit Content Mktg & Relationship Mgt

Situation Analysis & OTSW Analysis

Audience Analysis

Audience Analysis (6 Options) 1.  Customer profile characteristics (demographics). 2.  Customer value – current and future. 3.  Customer lifecycle groups. 4.  Customer behaviour in response and purchase (observed and predicted). 5.  Customer multi-channel behaviour (channel preference). 6.  Customer personas including psychographics

What is your AUDIENCE ? 15 ¨  ¨  ¨  ¨  ¨  ¨  Environment they live ? Age/Demographic Outlook toward their life and profession Work/School life like ? Passions & Interests How Technolonogy Savyy are they/Where to hang out online ?

SOCIAL Customer Era(Roles) 16 Consume : ซื้อ/ตัดสินใจซื้อ ¨  Age of CONTENT Curation : กระจายข่าว ¨  Critics : negative critics ¨ 

Truemove – Shared by Mashable.com 17 https://www.youtube.com/watch?v=7s22HX18wDY http://mashable.com/2013/09/16/thai-ad-true-corp/

Competitor & Market Analysis Alexa.com ¨  Truehits ¨  Zocial Rank (zocialrank.com) ¨ 

Alexa.com

Alexa.com – BSC Cosmetics

Who are our competitors ?

Comparison/Benchmarking Brand A Global Rank Local Rank Site Link Brand B  9,113,515 4,550,050 N/A NA 9 4

Comparison/Benchmarking Brand A Search Marketing Social Media - Followers TWT , Instagram -  FAN FB & Talking About Offline Media Enhancement Brand B

Zocial Rank.com 24

Case : Lingerie Comparison Brand A Global Rank Local Rank Site Link Brand B Brand C Brand D  623,942 1,919,878 8,435,477 3,266,701 11,508 NA NA NA 34 192 5 25

OTSW Analysis :

OTSW Analysis : Opportunities The Year of MOBILE and no Lingerie Brand in Thailand has TOP of mind on MOBILE ¨  No one is WINNER in Digital World (except in global – Victoria’s Secret and adoreme.com ) ¨  Digital Target match OUR Target (21 - 45) ¨  Variety of Digital Marketing Media eg. FB, TWT ,INSTAGRAM ¨ 

OTSW Analysis : Threats Many Players in this segment ¨  Low switching costs of customers ¨  Brand Perception – Old-Fashion Lingerie ¨ 

OTSW Analysis : Strengths ¨  ¨  ¨  ¨  ¨  ¨  ¨  High Quality Products High Sale per order Creditability - ความน่าเชื่อถือ High Loyalty - ความจงรักภักดีสูง Good Service mind perceived by customers Product Expertise Product Variety

OTSW Analysis : Weaknesses ¨  Low level of brand awareness including No Search result in TOP 1-20 Google in important Keywords ¤  No Ads on FB or Adwords ¤  Low level of Social media Appearances ¤  ¨  ¨  ¨  ¨  Delayed Fulfillment Process(from payment to packing) ? Use only Truehits to benchmarking and measurement Web Design , Copy and Photo not attract Perceived as old fashion

Google Analytics

Google Analytics

OTSW Conclusion Opportunities Threats •  MOBILE Year •  No one is WINNER •  Digital Target match OUR Target (21 - 45) •  Variety of Digital Marketing Media •  Many Players in this segment •  Low switching costs of customers Strengths Weaknesses •  High Quality Products •  High Sale per order •  Low level of brand awareness including •  Delayed Fulfillment Process(from payment to packing) ? •  Use only Truehits to benchmarking and measurement •  Web Design , Copy and Photo not attract

OTSW Analysis :

Objective Setting 35

Strategy OS > Lingeries Expert + More Advertising/PR ¨  Brand Awareness : Expert ¨  Brand Perception : Expert & High Quality ¨  Back Office Operation (WO Strategy) ¨  Website Redesign /MOBILE SITE+ Measurement Tool

OBJECTIVE 37 CLEAR ¨  MEASURABLE ¨  TIME FRAME ¨ 

Objectives Setting – End of 2013 ¨  ¨  ¨  ¨  ¨  ¨  Increase Brand Awareness with Measurement of Visitor of 5000 uip/day(existing 1000) Target Sales per order = 3500 bht / order No. of Target Order = 25000 Target Sales Vol. = 40 M Increase brand perception on Teenager Brand A and Other Mid & First Jobber Acceralate fulfillment process : 1-3 Days

DIGITAL BRANDING 39 “ Digital Branding = Digital Publishing ” เรื่องเดียวกัน เล่าผ่านDigital ให้ตรงใจ

Why choose brand? 40 Belief – This Brand Is my personality reflection ¨  Proud – Use this brand , proud to use ¨  Ability to afford - มีตังค์จ่าย ไม่ว่าตังค์มาจากไหน ¨ 

Brand Perception What do we want target remember in her/his mind ? -  Elegant -  Cheap -  Luxury -  High Quality -  ? -  ?

Target Market Female ¨  Age 21 – 45 ¨  Income 15000 + ¨  Always On LifeStyle ¨  High Quality Product at reasonable price ¨  People that need lingerie expert ¨ 

Strategy ¨  Increase Awareness via Digital Marketing Tactics(Today) ¤  Search Engine ¤  Social Media ¤  Mobile ¤  Other Advertising ¤  Online Events ¤  Offline ¨  Increase Sales by promotion means (Next)

Digital Marketing Tactics

Electronic Devices ¨  ¨  Computer Desktop & Notebook Mobile Devices ¤  Mobile Phone ¤  Smart Phone ¤  Tablets ¨  ¨  Game Consoles eg. Nintendo , x-Box Digital Signage

Computers - website http://www.modny73.com/inspiration/30-sexually-alluringlingerie-websites-to-blow-your-mind/

Mobile Devices

Games Console

Digital Billboards

Thailand e-Commerce 2013 ¨  ¨  ¨  ¨  ¨  ¨  พฤติกรรมคนไทยจะซื้อสินค้าทางออนไลน์มากขึ้น (Online Shopping Behavior Shift) : (NETEC) พบกว่าคนไทยซื้อสินค้าทางออนไลน์เพิ่มมากขึ้นจาก 47.8% เป็น 57.2% แค็ตตาล็อกออนไลน์สู่ร้านค้าออนไลน์เต็มรูปแบบ (E-Catalog move to E-Tailor) สินค้าอุปโภคบริโภคจะเริ่มเข้าสู่โลกการค้าออนไลน์มากขึ้น (FMCG Goods Go Online) คนไทยจะช็อปผ่านมือถือและแท็ปเล็ตเพิ่มมากขึ้น (Growth of Mobile Commerce) การชำะเงินผ่านบัตรเดบิต (บัตรเอทีเอ็ม) จะเติบโตมากขึ้น (Raise of Debit Card Payment) : กลุ่มคนที่ถือบัตรเดบิตที่มีมากกว่า 35 ล้านใบทั่วประเทศ Online Advertising Growth Rate > Traditional Advertising

Thailand e-Commerce 2013 ¨  ¨  ¨  ¨  บริการขนส่งและชำระเงินที่สมบูรณ์แบบมากขึ้น (Better shipping and payment service quality) – COD , Fullfillment etc โซเชี่ยลมีเดียสื่อและช่องใหม่ในการสร้างยอดขาย (Social Media Communication Strategy) การแข่งขันด้านโปรโมชั่นและการตลาดทางออนไลน์ (Online Promotion and Online Marketing) คนทำงานและธุรกิจด้าน E-Commerce จะเติบโตอย่างมาก (Resource and Business relate with E-Commerce will growth)

Digital Marketing Tools ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  ¨  Websites Marketing Search Engine Marketing Email Marketing Referral Marketing Social Media : Ads and Content Game(Non-Mobile) Display Ads Mobile : SMS , MMS , APP , MOBILE ADS, Mobile GAMES Inbound Marketing : ยั่วใจให้มาแล้วทำให้เป็นลูกค้าซ้ำซะ! Affiliate Marketing Online Marketing Research

Website Marketing •  Initially Communicate our brand digitally •  Detail on What we are and What you want FACT : 633 million websites in the world in 2012 – a rise of 78 million (28%) in 2011 (http:// techlogon.com/2011/11/15/how-many-websitesare-there-in-the-world/)

Good Website 1 Domain อ่านง่าย ตรงใจ ตรงแบรนด์ ¨  Reflect Brand Positioning and Impression ¨  Website Should be viewd safari/IE/Firefox (browser) ¨  Build for multiple devices – computer/tablet(iOS or android) ¨  Avoid Flash , use HTML 5+ instead ¨  Proper content updating ¨ 

Good Website 2 SEO Compliant ¨  Social Graph Attached ¨  Social Bookmarking Attached ¨  Content is KING! ¨  At least one person contributing to content ¨ 

Good Website

Example

Example

Example

Example

SEM (Search Engine Marketing) “ Use search engines on all devices to make our brand presence

SEM (Search Engine Marketing) 1.  2.  Search Engine Optimization (SEO) – Natural Search Optimization Paid Search – pay per click(PPC),yahoo marketing ,google adwords etc

SEM - Examples

SEM Example

SEM : Search Engine Optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic" or "algorithmic") search results using proper keywords/keyphrases

WHY SEO ? •  •  •  •  •  63% จะสนใจ Click เข้าไปดูผลการค้นหาจาก หน้าแรก 42% จะ click อันดับ 1 ในผลการค้นหาแบบปกติ ( SEO ) 23% จะ click ผลการค้นหาแบบ PPC ผู้ใช้โดยทั่วไปมักจะ Click ที่ 1-3 อันดับแรก โดยไม่ดูว่า ข้อมูลตามที่ต้องการหรือไม่ 23% จะ click เข้าไปดูผลการค้นหาหน้าที่ 2

SEM : Search Engine Optimization (SEO) & SOCIAL MEDIA §  §  Help Content Indexed Faster Increase Ranking for terms in the share (epecially “SHARING in G+)

SEM : PAID SEARCH “ the process of improving the visibility of a website or a web page in a search engine's by paying to Search Engine “

PAID SEARCH : GOOGLE ADWORDS PAY to Google When a visitor click our ads ¨  Bidding process ¨  Not highest bid ads will always be displayed ¨  Displaying Ads and ranksdepend on quality score and bid ¨  Better to hire Google Adwords Specialist ¨ 

PAID SEARCH : GOOGLE ADWORDS •  •  •  •  •  PAY to Google When a visitor click our ads Bidding process Not highest bid ads will always be displayed Displaying Ads and ranksdepend on quality score and bid Better to hire Google Adwords Specialist

Display Network About.com

Social Media 72 “จิตวิทยามวลชน ชัดๆ !”

SOCIAL MEDIA 73

74 Social Media/Social Networking Facebook User TH Net Users = 25 M TH FB Users = 23 M Soource : http://www.techinasia.com/ thailand-18-million-socialmedia-users-in-2013/

75 FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

FB Demographic

Facebook Page

Facebook Page www.facebook.com/gothaitogether

Facebook Page GUIDELINE •  •  PROMOTE VIA APPs เท่านั้น ห้ามประกาศรายชื่อผู้โชคดีผ่านหน้า page post , message , chat ¨  Source : https://www.facebook.com/page_guidelines.php

Facebook Page TIPS •  Custom Tabs

Facebook Page TIPS •  •  Add Facebook Plugins to website VERY IMPORTANT **** : POST QUALITY POSTS > relevant to your business (70%) > At Least 4 times post > Avoid use same post everyday eg good morning, etc > Reply All comment for inquiry or complaints on posts by fan.

Facebook Page: ผงหอมศรีจันทร์

Facebook Plugins

Facebook App Campaign Pedigree - ตรวจยิ้มน้องหมา Brand: Pedigree Product: เดนต้า สติก Campaign: ตรวจยิ้มน้องหมา Period: 1 สิงหาคม - 7 กันยายน 2556 ¨  https://apps.facebook.com/dentastix_pedigree/

Facebook App Campaign Pedigree - ตรวจยิ้มน้องหมา 92 Gamification ¨  เล่นเกมส์ ได้ของ รางวัล ¨  Share ให้เพื่ิอน ¨ 

93 Social Media/Social Networking ¨ 

Social Media : TWITTER 94 Twitter is CONVERSATIO N ¨  News Feed ¨ 

Social Media 95 LBS = LOCATION BASED SERVICE SO = SOCIAL LO = LOCATION MO = MOBILE

Foursqaure Case Most users are men, however, and some 70 percent are between 19 and 35 

Foursquare Cases

Social Media : INSTAGRAM 98 ¨  INSTAGRA M = ¨  LBS + Twittter

Social Media : PINTEREST 99

Social Media : PINTEREST 100

Social Media : Youtube – LG TV 101 LG ต้องการนำ เสนอ ความ สมจริงของ TV http://www.youtube.com/watch?v=ynvKWYvyCqw

จับคลิปขโมยทุบร้าน มาทำโฆษณา viral “ไม่ต้องทุบกระจกเข้ามา หรอก เแค่เดินเข้ามาธรรม ดาๆ เพราะว่าตอนนี้ร้าน เราลดราคาถึง 40 %”  http://www.youtube.com/watch?v=kYinwiH9pD0

Social Media : dating 103

Social Media : WAYN 104

Social Media In Sales

Mini / Micro Site 106 http://www.mahaphant.com/granadaroof/

107 Mini / Micro Site

Mini / Micro Site 108

BANNER /RICH MEDIA 109

BANNER /RICH MEDIA 110 http://www.pondsfacialfoam.com/clay/#/dance/

111 Email Marketing

Mobile Marketing 112

MOBILE & NOTEBOOK http://qz.com/41460/tablets-will-outsellnotebooks-in-2013-for-the-first-time-ever/

Mobile ADS/APP 114 Admob = google , google adwords mobile Iad = Apple (http://advertising.apple.com/)

115 Tablet APPS

User-Generated Content •  •  •  •  •  •  Blog > hire blogger influences WEBBOARD > Seeding the topics Facebook Post by who like us Instagram Twitter Etc

Offline •  •  •  •  Use Twitter Tag in the EVENTs ONLINE CRM === > Offline Event Tagging in instagram CO-Partner

Control and Measurement(ROI) ¨  Website/Mobilesite/app ¤  Visitor ¤  Sources ¤  ¤  Sales per order Sales Volumn ¤  Subscribers/member ¤  Bounce Rate etc ¤  ¨  Ads ¤  ¤  CTR = Click through rate Sales Conversion

ENDS – Class 1

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