digital marketing for colgate palmolive moscow february 2011
реклама
Digital Marketing for Colgate Palmolive Moscow February 2011 DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital Marketing Info for Dasha 1. TV – yes, but Digital marketing – yes! Yes! YES!!!! One BIG idea 2. Traditional media Digital marketing Traditional media Digital marketing 3. Digital Marketing requires min 2-2,5 month of preparation DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 How to plan your digital campaign? (re)Change goals Goals Budget Choose digital channel Choose message Preresearch Recommendation Recommendation Recommendation Recommendation 1.: 2.: 3.: 4.: Control Go on! Analysis During campaign research Afterresearch Control and analyze campaign on each stage Research is required Do not afraid to change goals during campaign Spend part of your campaign to check your vision DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Goals definition Define business goal Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening. (re)define KPI’s Web-analytics metrics Quantitative metrics Qualitative metrics The data is analyzed and action point are generated Action points Control Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix. Analysis DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Goals definition DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Goals definition DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Goals definition SMART principle Clear objectives are critical for formation of strategies, tactics and KPI’s. Remember the SMART mnemonic: S - Specific M - Measurable A - Achievable R - Realistic T - Time-constrained DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 KPI definition for web-site Depending on the site type, KPI’s metrics can differ. There are several websites, which are often a combination of different types. Thus, KPIs have to flexible in order to be matched with an individual case However, here is the list of the most important types providing a selection of metrics. DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 How to construct KPIs for different site types? DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 How to establish the conversion funnel? The conversion funnel is a digital tool of your web channel subdivided into different stages and aimed to support the overall business goals. In breaks down the sales process into mainly 4 stages: 1. Awareness: bringing the product to customer intention 2. Interest: getting the customer excited about the product / service 3. Consideration: providing information in a friendly and educational way 4. Purchase: getting customer to buy a product / service DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Budget: 2010 Proportion of marketing budget in digital Source: marketing budget 2010: Effectiveness, Measurement and Allocation report DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital marketing. Channels Digital marketing –is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Internet, mobile, TV, radio and any other form of digital media There are six main types of digital media channels or communications tools which marketers should review when developing their online media plans. DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital marketing. Buzz marketing http://www.youtube.com/watch?v=i0rYyuxwBrM За 10 дней собрал более 1.5 млн. (!) просмотров в интернете, был показан по федеральным каналам, в газетах и зарубежных СМИ. DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital marketing. Buzz marketing DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital marketing. Channels Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Channels of digital marketing: Banners Banners network/text block with picture Search Engine Special project Digital outdoor Take overs Microsite Context ad. Display ad. Blogging Content/Design integration Web-site Social Networking Mobile IM (instant messaging) Games Sponsorship Viral/influencing media E-mail Online PR DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Examples of Digital marketing DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Examples of Digital marketing DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Examples of Digital marketing DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Message Message should be short, simple and very clear: Do not use long message or unclear CTA: DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 How to measure digital (banner) campaign? Impressions Clicks Clicks to call to action Call to Action (CTA) Reminder: Digital campaign should direct to corresponding info on the web-site Recommendation 1.: Atlas tracking Recommendation 2.: Gather benchmarks for own digital campaigns DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 166M Impressions 13% conversion to EA 49% conversion from LP to sing-up page 32K clicks on EA (orange button) 0,15 CTR 248K clicks 87% drop-off rate 39% conversion from sing-up page to sign-up confirmation 16K clicks on registration page 51% drop-off rate from LP to Sign up 6,4K clicks on sign up confirmation 61% drop-off rate from registration form to sign-up confirmation Performance measurement CTR определяется как отношение числа кликов на баннер или рекламное объявление к числу показов, измеряется в процентах%. Good CTR (from toothpaste campaign to cars) is 0.1-0,15 CTR more than 1% is very good, but very rare. DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Useful web-sites www.alexa.com DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Useful web-sites Google.analytics DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Useful web-sites Live.Internet DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital cases Wrangler Blue Bell Интерактивный бутик Kokokaka (Гетеборг, Швеция) создал потрясающий промо-сайт новой коллекции Wrangler Blue Bell. На сайте использован новый способ демонстрации одежды: посетитель с помощью курсора может управлять моделью, демонстрирующей одежду. В частности можно схватить его, толкнуть в любом направлении или даже раздеть. В роли модели выступает актер и дизайнер Tony Ward, ставший лицом всей коллекции денима 2010 Wrangler Blue Bell. DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital cases Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris) Бренд Tipp-Ex — коррекционная канцелярская лента — запустил осенью на YouTube одну из самых оригинальных и увлекательных кампаний этого года. Особенностью данной кампании стала интерактивность — пользователь может самостоятельно выбирать направление, в котором будет развиваться сюжет, а во-вторых, интеграция в интерфейс YouTube и взаимодействие с ним. Создатели кампании, французское агентство Buzzman и бренд Tipp-Ex, предлагают зрителям писать что будет в конце ролика, и смотреть, что из этого выйдет. К концу года начальное видео набрало более 13 миллионов просмотров. Сейчас 15М. http://www.youtube.com/watch?v=4ba1BqJ4S2M&feature=player_embedded DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital cases Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris) DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Assignment #1 •Chose out of 10 suggested platforms the one(s) for Colgate Max White One toothpaste brand best capturing your target audience. •Support your choice with objective argumentation. The platforms: - Woman.ru - Facebook.com - Kinopoisk.ru - Odnoklassniki.ru - Lookatme.ru - Afisha.ru - Mail.ru - Twitter - Livejournal.ru - Rbk.ru Group work: 15 minutes The criteria: - Popularity of web-site (=number of unique users) - Affinity (TA) - Content DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 1) (Corporate) blogs (Корпоративные) блоги Myth of mid2000: «no one reads our press-releases, BUT once we start a corporate blog, potential clients will multiply» + SEO-optimizers’ lobbying The peak of fashion is over, BUT If you understand, why you need it, whom & what about you will talk in the blog If the blog has author or authors — GO FOR A BLOG! One of the best corporate blogs 2010 http://blog.ucoz.ru DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 2) Thematic groups in social networks (Тематические группы) Some questions to be answered: - what value will you give to users? - why should users join the group & participate in its life? - will your group make more sense than Вконтакте: Существует ли дружба между Мужчиной и Женщиной? >500,000 участников. - will you «multiply realms» via creating an own group or join an existing group? DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 3) Applications (Приложения) - Games incl. games with product placement - Integration of Uralsib brand into the app «Merry Farmer» Vkontakte http://www.sostav.ru/news/2009/09/30/doc3/ DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 4) Social networks plugins (Плагины) - Opportunity to comment without registration - Likeboxes - Likes магазин детских игрушек Chaskor.ru DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 5) Influencers (Агенты влияния) Another myth of mid2000, now heavily criticized WHAT’S THE PROBLEM? - audience does not forgive influencers for lying (“Utkonos case”) - influencers are not always those with highest audience (e.g. Artem Lebedev with 5,000 female readers would hardly influence a deo buying decision) HOW TO USE INFLENCERS? - long-term partnership w/o any obligations from their side DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 6) Spam, mass following, chain invitations (Спам, массфоллоунг, веерные приглашения) NO. ABSOLUTE TABOO. DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 7) Master of complaints («Дежурный по рекламациям») - de-facto on-line hotline + service line with initiative from your side SOME RULES: - React fast, do not provoke an Alfa Bank case http://video.yandex.ru/users/irinalogra/view/1 - Do not overreact - In crisis management situations have TOPs in! DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 8) Viral (Вирусы) videos http://www.youtube.com/watch?v=owGykVbfgUE (количество просмотров около 30 миллионов). Актер – Нейл Патрик Хэррис podcasts (&pranks) - фотожабы (photogags?) Tribute to Crisis 2008 -As of 2009 virals went interactive: «Dress us up» - commercials for an on-line shop http://www.youtube.com/watch?v=dXcBjeoRqFY&NR=1 DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 9) Augmented reality (Дополненная реальность) What is it? Technologies allowing to “augment”, reconstruct reality via usage of a webcam & various detectors e.g.: detector of movement in a new Microsoft XBox play station e.g.: QR-code reading detector etc Wella Flex Interactive — interactive site, where, blowing into a microphone, one can flex girs’ hairstyles http://www.sostav.ru/news/2009/06/16/cod4/ Fashionista – virtual fitting room http://www.youtube.com/watch?v=ZnBcqV9POkY DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media PLUS 100 500! Even if you do not campaign in social media, YOU ARE THERE! IT IS A MUST TO MONITOR PRESENCE OF A COMPANY (+ its BRENDS +its PEOPLE) in • • • • blogs (LiveJournal, blogpost, Моймир@mail.ru, etc.) forums microblogs (twitter! et al.) social networks (odnoklassniki, Вконтакте, FB, etc) How to monitor? a) Do it yourself via http://blogs.yandex.ru/, http://blogsearch.google.com/?hl=en&tab=wb b) Ask professionals like www.netmind.ru c) Use instruments brandspotter (http://brandspotter.ru/) buzzware (http://www.buzzware.ru/) iqbuzz (http://www.iqbuzz.ru/) kribrum (http://www.kribrum.ru/) monitorix (http://monitorix.biz/) semanticforce (http://semanticforce.net/ru/sf_home.html) wobot (http://wobot.ru/) youscan (http://youscan.ru/) DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Assignment #2 •Each group will have 1 campaign target and 300K$. Chose the digital platform/channel which will best fulfill the communication target for your brand •Support your choice with objective argumentation. Group Group Group Group Group 1: 2: 3: 4: 5: Increase Awareness Change Perception Create/Increase Intent to recommend Increase Purchase (usage) Increase Satisfaction level Group work: 15 minutes DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011
