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@DIGIT L MARKETING WORKSHOP
dwdove dwdove_83 dwdove.com dwdove
JUNE 30rd, 2012CREA TALKS
THE WORLD HAS CHANGED
SOCIAL NETWORKING
TECHNOLOGY SAVVY
MORE MOBILE
Turner Network Television (TNT) is an American cable TV channel
Created by media mogul Ted Turner
Currently owned by the Time Warner
Local versions in Spain, Italy, Germany, Turkey, +++
TNT BELGIUM PROJECT
To launch TNT in Belgium with a national campaign worth talking about
To get national press coverage
THE BRIEF
To create national campaign: billboards, print, bus advertising and a
press conference. The viral was meant to create a buzz. The baseline
“Your daily dose of drama” was used in all media
THE SOLUTION
All major media (TV, Radio, newspapers, magazines) in Belgium reported
about the TNT stunt
The story was picked up by various major international media like CCN,
ABC News, The Sun, Deutsche Welle, Financial Times, Forbes, Time
Magazine +++
RESULTS
In less than 1 week:
More than 30 million viewsMore than 250.000 likesMore than 3.8 million Facebook shares
RESULTS
Consider “waste”: virals spread outside your target market
Viral effect is usually instant – you will notice success (or lack of it) immediately
Avoid making your film too shocking – people won’t share!
KEY LEARNINGS
Owned by the BIC Group
An old-fashioned stationery product
The market leader in Europe
Targeting students and office workers
TIPP-EX PROJECT
Needs to remain relevant in the internet age
Boost sales during the back-to-school period
Wanted to become the ‘preferred correction product brand’ amongst students
THE BRIEF
30 sec YouTube video with two options at the end – to shoot the bear or not.
The viewer is then taken to the „Tipp-Experience‟ (the page looks like a YouTube video, but is a full-page Flash file.)
The viewer is able to type in any keyword (verb), re-write the story and change the interaction between the bear and
the hunter.
42 different endings were produced (dances, fights, etc)
Paid YouTube banner for the first 24h of the campaign
Seedings through social media
Only online, no other media used
THE SOLUTION
IT WENT VIRAL FROM DAY ONE – WITH 1 TWEET PER SECOND IN THE FIRST 10 HOURS AND 1 MILLION VIEWS AFTER 36 HOURS
ONE WEEK AFTER THE LAUNCH:-THE CAMPAIGN TEASER HAD BEEN SEEN MORE THAN 4 MILLION TIMES-THE CAMPAIGN HAD BEEN PUBLISHED BY HUNDREDS OF BLOGS, SHAREDMORE THAN 120, 000 TIMES VIA FACEBOOK & TWEETED MORE THAN 10,000 TIMES!
RESULTS
IN 100 DAYS:- TIPPEX YOUTUBE CHANNEL RECEIVED MORE THAN 35,5 MILLION VIEWS- AVERAGE BRAND EXPOSURE WAS 5 MINUTES- THE AD WAS SHARED 380 000 TIMES ON SOCIAL MEDIA WITH A VIRALITY RATE OF 500%
217 COUNTRIES CONNECTED TO THE TIPPEXPERIENCE!
RESULTS
REACH YOUR AUDIENCE THROUGH A RELEVANT CHANNEL
UNIQUE SOLUTIONS SPREAD QUICKLY BUT THE BUZZ FADES QUICKLY AS WELL
CREATIVE SOLUTIONS CAN WORK FOR “BORING” PRODUCTS
‘PLAYABILITY’ (‘GAMIFICATION’) DRIVES VIRAL SUCCESS
KEY LEARNINGS
DIGITAL
MARKETING ?????
it’s all about BEHAVIOR
PEOPLE before TECHNOLOGY
People become more MOBILE
E-MAIL MARKETING
SEO & SEM
SOCIAL MEDIA
PAY PER CLICK
MOBILE MARKETING
DIGITAL MARKETING
SET THE OBJECTIVES
PLAN THE STRATEGY
TIPS : HOW TO...
3 Keys Digital Marketing
Set the Objectives
DIGITAL MARKETING
GROW SALES
BUILDENGAGEMENT
BUILD COMMUNITY
CREATE AWARENESS
LINK TO WEBSITE
GROW SALES
BUILD ENGAGEMENT
CREATE AWARENESS
BUILD COMMUNITY
INCREASE TRAFFIC TO
WEBSITE
Plan the Strategy
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
01Segmentation
Targeting
Focus on resource allocation
Key Factor to beat Competitors
Basis for determining strategy, tactics, and value
THE IMPORTANCE of SEGMENTATION & TARGETING
SMART TRAVELERS
01Segmentation
Targeting
Budget concern but Lifestyle
High Mobility
Online Connected
Community Influencer
Discount / Promo Seeker
01Segmentation
Targeting
01Segmentation
Targeting
01Segmentation
Targeting
Klasifikasi berdasarkan:Activities (aktivitas)Interests (minat)Opinions (pandangan-pandangan)
Klasifikasi berdasarkan:Populasi Manusia dan hubungannya denganEkonomi, Sosial, Budaya, & Proses biologis
DEMOGRAPHY PYSCHOGRAPHY
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
02Online ValueProposition
02Online ValueProposition
02Online ValueProposition
01Segmentation
Targeting
02Online ValueProposition
037P
Marketing Mix
3 Steps Digital Marketing Strategy
037P
Marketing Mix
Marketing Mix
ProductDigital Value
Experiencing the Brand
Physical Evidence
Online Phycial Evidence
Integration
PlaceRepresentation
New Distribution Model
ProcessOptimizing internal & external processes
through the web
PeopleResourcing &
TrainingContact Strategist
PromotionOnline VS Offline Mix
PricePrice Transparency
New Pricing Models
037P
Marketing Mix
Product
Price
Place
Promotion
People
Physical Evidence
Process
What is your Business? What benefits do you deliver? Can they be delivered online?
New Pricing Approaches. (Subscription, Pay Per View, etc)
Consider the alternatives for online representation
Online & Offline Mix
Everyone represents the company, the importance of having happy staff
Online Physical Evidence and Integration with Offline
Optimizing internal & external process
TIPS : HOW TO....
integrated DIGITAL campaign integrated OFFLINE campaign
website (core platform)Search Engine Optimization
Social MediaEmail Marketing
Print AdsBTL Event
FlyerBillboard
1. Profile Picture| Tunjukkan siapa Anda| upload foto yang menyambut dengan ramah|
2. Bio| Bio adalah sarana paling cepat menjual diri Anda di Twitter buat se-kreatif mungkin tapi tetap menggambarkan siapa Anda & homepage link Anda|
3. Tidak perlu menjawab semua pertanyaan yg org tujukan ke Anda | Study Dan Zarrella menunjukkan bahwa Account yg lebih sedikit me-reply memiliki lbh banyak follower. Disisi lain kita harus bermanfaat bagi org lain jadi ya harus menjawab| trus
bagaimana?? Be Cool!! santai| relax| Jawab pertanyaan yang jika Anda menjawabnya akan menyelesaikan masalah banyak org..
4. Rendah Diri atau tidak menuliskan profesi atau keahlian Anda. Maaf! Twitter sepertinya
bukan tempat untuk merendah diri| Perlihatkan siapa Anda di Twitter| jangan sungkan.
5. Nge-tweet sambil marah atau nge-tweet hal2 yang negatif. Sekali Anda nge-tweet yg negatif siap2 saja kehilangan follower.
@DIGIT L MARKETING WORKSHOP
dwdove dwdove_83 dwdove.com dwdove
JUNE 30rd, 2012CREA TALKS
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