CASE STUDY

TARADSOLUTION15 Jul 2010

Objective

• Brand Awareness

– Buzz

– Online Influencer

– Technology and Innovation

• Sale and Lead

• Drive Traffic

Awareness• Increase awareness

• Create Brand

– Buzz

– Online Influencer

– Technology and Innovation

AWARENESS : CHANG FOOTBALL

2010

How to Play

Member Register

Personal Avatar

Ranking

Friend Invite

Social Network

Highlight Content

Back End Management

• SiamSport , Sanook , Msn, ads on Facebook

Media Support

E-News Letter

Detail Campaign

• Time Development : 2 Weeks

• Run Duration : 7 Jun – 11 July (34 Day)

• Human Resource :

– 1 Project Manager

– 2 Graphic Designer

– 1 Flash Programming

– 1 Programmer PHP

• Budget : 700,000 THB

RESULT CAMPAIGN :

• มผ รวมเลนกจกรรมท �งหมด 8,893 User

• E-mail ท�ถกเชญ 3,475 คน

• มการตอบคาถามท �งหมด 62,430 คร �ง

Result

Visitors

Traffic Source

Facebook

No of Fans :

01/06/10 3,678Now 5,992

http ://://://://www ....facebook ....com ////Changworld

** 2,314 Fans Page

@Chang_beer

Following : 2,001

Followers : 1,338Tweets : 475

Twitter Stat

3.6 tweets / Day

AWARENESS (BUZZ) : HTC MAGIC

Launch HTC Magic

เปดตว HTC MAGIC Android ทาอยางไรใหเกดกระแสมากท�สด ??

HTC Strategy Plan

**Update Now : Facebook 6,225 Twitter : 3,620

Buzz ??• Create Stickiness• Create Sales : E-Commerce• Social Network• Online Influencer

Exiting Member and New Member

HTC.taradpay.com

Facebook and Twitter :HTCthailand

Game Application

Online Influencer@sugree

HTC Online Dealer

HTC Magic โทรศพทรน Android Phone เพ�งเปดตวของ Google เขาถงกลมคนไอทไดดมกระแสมากอนหนาน$ คนไอทสนใจ

HTC Thailand(www.HTCThailand.com)

• Sell HTC Products

• Pay via Credit Card, Counter

Service

• Get more sale from customer upcountry

ผมอทธพลในกลม Geek และ IT

มอทธพลนะเฟย

สรปผลการจากการใชผมอทธพล

• เพ�มการรบรของสนคาไดดมาก (Awareness)

• สนคาเปนท�พดถงและบอกตอกน

• สรางอทธพลใหหลายๆ คนอยากไดโทรศพทรนน �

• จานวนคนเขาเวบไซตเพ�มมากข �น (Traffic)

• ยอดขายเพ�มมากข �น (Sale)

มาย �าอกทวามอทธพลนะเฟย

Duration : 24 Jul – 10 Aug 09

Unlock HTC magic : มผรวมเลนเกมสท !งหมด 4,770

The Winner Unlock HTC Magic

ผชนะเลศ Unlock Magic ท !งส !น 8 ทาน

ผโชคด Big Bonus 1 ทาน

Detail Campaign

• Total Campaign : Jul – Sep

• Time Develop :

– Online Dealer : 2 Week

– Game Application : 2 Week

• Human Resource :

– 1 Project Manager

– 2 Graphic Designer

– 1 Flash Programming

– 1 Programmer PHP

• Total Budget : 400,000 THB

Google Analytic Unlock HTC Magic

Fri,Aug 7,2009Visits 2,249

Total Visit : 13,332

Result

Google Analytic Unlock HTC Magic

Ad on Facebook

Impression คอ อตราการแสดงโฆษณาClick คอ จานวนการคลกโฆษณาเขาเวบไซตCTR คอ อตราการคลก

Summary : campaign Unlock HTC within 1

week

• ยอดคนเขา Website ท !งส !น 13,332 คน แบงเปนลกคาใหม 8,078 ลกคาเกา

5,254 ตอนน !มผลงทะบยนเขารวมแขงขนเกมท !งส !น 4,770 คน• ชองทางผใชเขามากท�สดเรยงตามลาดบคอจากทาง unlockhtcmagic.htcthailand.com , pdamobiz.com ,

siamphone.com ,apps.facebook.com ,mrpalm.com

HTC KEEP MORE ACTIVITY :

Prize and Rule page

ต !งแตวนท� 28/8/09 – 15/9/09รายการส�งซ !อท !งส !น 69 รายการ

Press Con HTC Desire

#DesireTH ตดอนดบ 1 #Thaitrend http://www.lab.in.th/thaitrend/

โดยอนดบ 2 และ 3 กคอ #appreview #ittwit กคอ tweet เก�ยวกบงาน HTC เหมอนกน

Hash tag in website lab

Tweets ใส tag #DesireTH รวมท !งหมด 690 tweets

(10/06/2010)

AWARENESS (TECHNOLOGY) :

E-COMMERCE LOCATION

บรการแรก Location + Augmented Reality E-

Commerce อนแรกของเมองไทย

TARAD Layar

Layar

Layar

Layar

VDO

SALE & Leads • Increase sale

• Create inquiry

• Get lead and prospect

CREATE SALE AND LEAD :

WINDOWS

สวนขาย Software ของ Microsoft Thailand http://www.msonlinestore.com/

ชาระเงนไดทนทผาน(Online Payment)

Microsoft Online Store

• Sell MS Products

• Pay via Credit Card, Counter

Service

• Get more sale from customer upcountry

การเช�อมโยงของ Traffic

www.facebook.com

เวบไซตขายสนคา

เวบไซต MicrosoftTwitter.com/windows7Thai

Twitter.com/windows7Thai

www.facebook.com

Value : Mar - May

Estimate Total Value : 400,00 within 3 Month

Detail Project :

• Time Development : 2 Weeks

• Human Resource :

– 1 Project Manager

– 1 Programmer PHP

– 1 Graphic Design

• Budget : 200,000

• Launch Project : 20 Feb - Now

CREATE SALE AND LEAD : SUMSUNG

OMNIA

-E-Commerce : Online Booking new Phone

- Payment System (TARADpay)

- Community

- Gilter: to Social Network

Target : 20 Units

Media & Strategy

- Media Plan to Target Customer Site- Tie-in TV

Click Here…

www.Omnia.in.th

Omnia forumResult

- 92 Phone Booking (3,000 baht each)- Get 272,000 baht within 2 week

Detail Project : SAMSUNG Omnia

• Time Development : 2 Week

• Human Resource :

– 1 Project Manager

– 1 Programming

– 2 Graphic and Flash Programming

• Budget : 250,000

Traffic• Increase sale

• Create inquiry

• Get lead and prospect

CAMPAIGN TRAFFIC :

37%63%

49%51%

• Sending 10,000 Email• Open Rate 4,399 (43%)• Click 1,664 (37%)• More than 1,300 participation

FEDERBRAU Code Link to your Friend

Federbrau Code link

PR FEDERBRAU Code Link from Member

http://www.pantip.com/cafe/food/topic/D7600862/D7600862.html

PR FEDERBRAU Code Link from Member

http://mrjack.i-greenspace.com/profiles/Default/displayProfile.php?friendID=9960

PR FEDERBRAU Code Link from Member

http://www.fwdder.com/topic/116336

http://www.liverpoolthailand.com/forum/index.php?s=228d25fdcbb8e6b562ef21ccda785988&showtopic=14738

PR FEDERBRAU Code Link from Member

75%25%

49%51%

SeasonIII @BLU-O

Time : 7 daysParticipation : 671 person

FEDERBRAU Code Link to your Friend

• Sending 10,000 Email• New Member 426• Old Member 245• All Member participate 671• All point of member 7,159

E-mail and Viral Marketing

• Sending 19,000 Email• Open Rate 22,049 • Click 1,261

E-mail and Viral Marketing :24-27/7/08

Google Analytic : Traffic source

SOCIAL TRAFFIC :

TRUEMOVE 3 G :

Truemove 3G : Member

April 3872

Present 8791

**Growth Rate : 127%

25 May - 01 June01 June - 08 June08 June - 15 June15 June – 25 June

Facebook.com/TrueMove3G

Twitter.com/mytruemove

April 222

Present 813

**Growth Rate 266%

GREENROOF :

Facebook.com/Thaigreenroof

Launch Page : 15 Jun – 15 JulHave 1,081 People Like This with in 1 month

Measurement Techniques

tracking the effectiveness of digital marketing and determine the deliverable results

Business Metrics• ROI = Return on Investment

If you spend 1000$ on your website and earn 2000$ your ROI is 200%

• Sales Higher sales = good website

• LeadsYou do not sell directly on your website? You do want users to contact you via your

site instead? Measure leads

• Conversions Measure conversions for website or marketing campaign success metric.

• SubscribersE-mail mailing list subscription, RSS Feed Reader

Return - investment = net gain.Net gain / investment = ROI

Usability metrics• Returning visitors

the more returning visitors come back the better, the more successful you are

• Page views per visittell you a whole lot about how much your visitors like your website. A 1 to 1 ratio

is bad unless they all click the buy button instantly.

• Time on page

it show how reader behavior, whether people just skim your content or read your

whole article among others

• Time on site

It’s not always the longer the better but 5 minutes is in most cases better than 30

seconds, especially for a publishing site or simply a blog.

• Bounce rate

For examplePromotional campaign cost $10,000 and it resulted in 100,000 click-throughs,

Customer Acquisition Cost = $10,000100,000

Acquisition Cost = Advertising CostNumber of Click-Throughs

(Visits)

= $.10.

Average Customer Acquisition Cost• Search $7 and $10• Yellow Pages $15 and $25• E-mail $40 to 80 • Direct mail $60 to 80

Source : http://www.mediapost.com/dtls_dsp_SearchInsider.cfm?fnl=050203

• Cost per Sale

Transaction

Conversion Cost = Advertising Costs

Number of sales

(or purchases)

BestNormal

Thanks You