Clear digital communication plan v3

Research Offline**Purchase Offline Purchase Online 0% 2% * Used any online source to research ** Used only offline sources to research Most new personal care product buyers research n

Fifth levelClear Digital Communication Plan

(kế hoạch marketing clear)

Prepared by: Emerald Digital Marketing

• Approaching Strategy (triển khai chiến dịch)

• Tools & Channels (công cụ và kênh triển khai)

• Measurement (đo lường)

• Maximize traffic to the site (Tối ưu hoá lượng truy cập)

• Increase engagement with the site (tăng tương tác của người dùng và website)

Research Offline**

Purchase Offline Purchase Online

0%

2%

* Used any online source to research

** Used only offline sources to research

Most new personal care product buyers research new personal care

items online, but purchase them offline (hầu hết khách hàng cá nhân

tìm hiểu về các sản phẩm online, nhưng lại mua offline)

83% are researched online but purchased

purchased online

Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC

Among traditional and in-person sources, friends/family and TV ads are more influential

for new personal care products (với các kênh truyền thống, bạn bè, gia đình và quảng

cáo truyền hình có ảnh hưởng nhiều hơn đến họ khi mua hàng).

*Top 2 box scores (4, 5 on 5-pt scale)

… and 93% of them consider at least one type influential*

97% of new personal care buyers use at least one type

of traditional/in-person source to research …

Use and Influence of Traditional/In-Person Sources

6.3

Average Traditional/In-Person Sources Used

(of 15 types of sources measured)

Billboard or outdoor ad

Sales person Retail store Newspaper article

Magazine article

Magazine ad Newspaper ad

TV show

TV ad Friends/family

Source is Influential* Use Source

Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC

Expert review sites

are very influential

(for those who use

them)

Search engines are used more – and are more influential – than other types of

websites (các bộ máy tìm kiếm được dùng nhiều hơn và có ảnh hưởng hơn các dạng

website khác)

*Top 2 box scores (4, 5 on 5-pt scale)

… and 87% of them consider at least one type influential*

96% of new personal care buyers use at least one type of website to research …

Use and Influence of Websites

Base: New Personal Care Product Sub-Group n=343

6.1

Average Websites Used (of 14 types of sites measured)

** Use search engines as a source or as a gateway to other online sources

Blog Portal Social networking website

Shopping comparison website

Website with reviews by experts

Consumer review website

Community Classified listings website

Online retailer or store website

Manufacturer website

News website Search engine

Source is Influential* Use Source

Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC

All types of online ads are used by over 2 to 3 in 10 new personal care product buyers

(Tất cả các dạng quảng cáo online tiếp cận từ 2 đến 3 người trên 10 khách mua mới)

*Top 2 box scores (4, 5 on 5-pt scale)

… and 56% of them consider at least one type

influential*

47% of new personal care buyers use at least one type of online ad to

research …

Use and Influence of Online Ads

Base: New Personal Care Sub-Group n=343

3.2

Average Types of Online Ads Used (of 6 types of ads measured)

A text ad / sponsored link

Gadget ad

Online video ad

Source is Influential* Use Source

Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC

9

*Top 2 box scores (4, 5 on 5-pt scale)

Websites

Websites and traditional/in-person sources are equal in use and influence (các website

và quảng cáo truyền thống được dùng và có ảnh hưởng tương đương nhau)

97% of new personal

care buyers use at least one

type of traditional/in person

personal care buyers use at least one type

of online ad to research …

6.1

Average Websites Used

(of 14 types of sites measured)

3.2

Average Types of Online Ads Used

(of 6 types of ads measured)

96% of new personal care buyers use at least one type of website to research …

Online Benchmark Study Vietnam, July, 2010 Netpop Research, LLC

Less than 1 day

1 day to less than 7 days

1 month or more

15.5

Avg Number of Days Spent Researching

Q: How much time did you spend researching your new [product], from the moment you decided to look for a new [product] to when you purchased it? / Thinking of all the time you

spent researching your new [product] as 100%, what percent of time did you spend evaluating each source?

Percent of Total Research Time Each Source Used

Buyers spend about half a month deciding what to buy, using Internet more than other

sources to decide (những người mua hàng dùng khoản nửa tháng để quyết định mua gì và

họ tin internet hơn các nguồn tin khác)

n=343

Base: New Personal Care Product Sub-Group

Base: New Personal Care Product Group who used at least one source

Most Helpful Source at Each Phase

General information gathering Evaluation & comparing Final purchase decision

Percent Who Participated at Each Phase

84%

87%

87%

Q: For every phase, please indicate the one source that was most helpful during that phase

Online sources are most helpful for gathering information, evaluating and

comparing options (Các nguồn tin online hữu dụng và có giá trị hơn hẳn khi

so với các dạng thông tin khác)

Base: New Personal Care Product

Sub-Group who used at least one source

Retail store Postal mail ad or catalog

Sales person Magazine article Newspaper ad Newspaper article

TV show Magazine ad Friends/family

TV ad Internet/online sources

Gathering general information (n=286) Evaluating and comparing options (n=296) Making a final purchase decision (n=295)

Video Seeding

Social Media

You tube Channel

Facebook Fan page

Website

Wepisodes Break-out clips Contestants’ clips

Communication Strategy (Chiến lược truyền thông)

• Social media channels, Web banners and Adswords will help to draw traffic to the official website of the campaign (Các kênh social media, banner trên website và quảng cáo adsword sẽ giúp dẫn traffic đến website chính thức của chiến dịch)

• Besides, the Viral activities will create a pool of available information for internet

users when they search to find related knowledge about scalp care, hair care, etc., and when they want to find more information about the campaign after activation

activities are launched (Bên cạnh đó, những hoạt động tạo lan truyền sẽ tạo ra nhiều thông tin có sẵn để người dùng internet có thể tiếp cận khi họ tìm các thông tin về chăm sóc da đầu, chăm sóc tóc, vv….hay tìm kiếm thông tin sau khi các hoạt động truyền thông kích hoạt được tung ra).

• In the meanwhile, content provided by the website (e.g contestants’ clips,

webpisodes and break-out clips) will feed materials for relevant Viral activities (Trong khi đó, nội dung sẽ được cung cấp bởi website) (ví dụ các clip về thí sinh dự thi ) sẽ

là nguồn dữ liệu cho các hoạt động có liên quan)

2 Social Network - Facebook Fanpage (mạng xã hội, fanpage)

3 Social Network – YouTube Channel (mạng xã hội, kênh youtube)

4 Facebook Adsvertising (quảng cáo facebook)

5 Forum Seeding

6 Banner Ads (quảng cáo banner)

7 Yahoo Spreading (viral)

Tools & Channels (các công cụ và kênh liên quan)

Pay Per Click Advertising (Trả tiền theo click)

Paid Search (PPC) (Trả tiền khi người dùng tìm kiếm)

Useful for instant exposure… TACTICAL (& Strategic) (hữu

• Guaranteed brand exposure (thương hiệu được show ra)

• Ability to target consumers at tactical times of the day (có khả năng tiếp cận khách hàng mục tiêu vào thời gian tuỳ chỉnh trong ngày)

• Only pay when a targeted user clicks on the ad and arrives at the site (chỉ trả tiền khi khách mục tiêu click vào quảng cáo và dẫn về website)

whiskey”… The first step to approach target customers

Budget & KPIs

Tracking: Google Analytics

Ads will appear here

day (Vietnam only)

has videos from YouTube

Effective Pricing: Only Pay

When users get interested and Click on the Ads (PPC)

Creative: Easily test and re-test

creative assets Use text, image, Flash, or video ads to reach Audience

Banner Size: 728x90; 300x250, 160x600 px.

Target : Since impression is free

so we’ll run the ads in all categories in YouTube The ads will appear randomly in the entire

Ads will appear here –

inside the video

Ads will appear here –

inside the video

Rising through the ranks.

rights for YouTube, it follows that YouTube will be given a priority in Google's Page Ranking People using Google search engine will probably see YouTube catapult ahead of the line, which is a great way to maximize our site's visibility in the virtual world.

Spare your corporate site the bandwidth drain that comes with streaming video.

clips using bandwidth of YouTube with just

a simple link from their corporate site.

New feature: we can add comments

linked to our channel or other videos

Create our own customer and channel base.

and subscribe to it We can then send newsletters via e-mails to those subscribers.

Viral effect

kind of positive response from viewers are usually shared by viewers with their friends and family members As a result, soon our popularity increases with minimum effort on

our video done

New feature: we can add comments

linked to our channel or other videos

Effective Communication

High Adoption Rate:

Popularity of Facebook fan page will

continue to expand the use of Facebook

at home and in networking, and the workplace

Facebook Fan Page – Overview

Building a big online community to:

– Drive traffic to Clear website – Increase awareness about the challenge and recruit more fans to join.

– Follow up all the activities and update on fan page.

Hot blogger suggest to their fans

Suggest fans to to suggest thier

friends to join Chivas’s Fanpage

Search & take part in dialogue about music, stars, movies, entertainment

Facebook Advertising

Effective Pricing: Only Pay

when users get interested and click on the Ads (PPC)

Reach & Precision: Can filter

target audience who will be able

to see our the ads based demographic information

Ads will appear inside profile

Ads will appear inside profile

Facebook – Advertising

• Tracking: Google Analytics

Ads will appear inside profile

Ads will appear inside profile

Facebook – Advertising

Fan Page – Content

Introduce new Clear Post outstanding

1 Before launching the website (2 weeks)

• Key message: “Scalp needs to be taken care of“

• Discuss about scalp’s problems and the solutions.

• Implement: high engagement

2 Launching the website (1 weeks)

• Key message: “A new dawn is beginning”

• Discuss about new solution for your scalp problem.

• Implement: mass

3 Advertise the event (4 weeks)

• Key message: “Clear works on scalp”

• Discuss about the event.

• Implement: high engagement

Forum Seeding

1 st week Is your scalp healthy or not?

What problem do you have when you use the helmet?

What difficulties do you encounter when you have dandruff?

2 nd week All of methods which you have ever tried to resolve

your problems.

You can see the information on “Clear Helmet Knockout” website.

Forum Seeding

1 st week If you have dandruff, you should not be sad That is not your

big problem and can be resolved completely.

A new solution for your scalp is showed on the website.

You can see the information on “Clear Helmet Knockout” website.

Forum Seeding

about is your feeling?

Could you share your experiences with every one?

Making clip is a way to record surprised moments in your life such as doing crazy thing with your helmet.

Let's show your clip on "Clear Helmet Knockout" So everyone can know who you are: active, creative, impressive

"Clear Helmet Knockout" is the page where you can upload your clips You are able to do anything which you can think out with your helmet.

There is an active playground for creative people.

You have an opportunity to join in a special Clear contest.

Forum Seeding

Who is one of the 16 finalists to join the big show? What do you prepare for it? How is about your feeling?

Information of this event such as time, place, activities Reveal the challenges that players may encounter.

4 th week Players have to face many difficulties to overcome the

rounds.

The finalists' experiences and their feeling will be shared The event is an interesting and unforgettable anniversary.

Forum Seeding

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Second level

Third level

Fourth level

Fifth level

• High engagement forum list

Forum Seeding

1 http://truongton.net 1,214,004 13,474,115 71

2 http://forum.zing.vn 4,334,785 3,586,956 3

3 http://diendan.yeutretho.com/ 55,493 197,325 246

4 http://www.lamchame.com 96,510 3,204,268 96

5 http://diendan.eva.vn/ 172,053 662,725 51

6 http://vn-zoom.com 3,995,112 3,765,862 18

7 http://vozforums.com 5,508,802 8,759,846 30

8 http://photo.yeah1.com 522,767 1,298,985 528

9 http://forum.gamevn.com 1,184,450 10,359,666 48

10 http://www.hihihehe.com 492,158 2,768,599 131

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Second level

Third level

Fourth level

Fifth level

• Mass forum list

1 http://forum.blogtruyen.com/

44,940 81,438 105

2 http://www.9xvn.vn/forum.ph p 68,907 120,055 3,496

3 http://forum.petalia.org/

74,991 315,847 358

4 http://www.2dep.net/

114,145 116,195 721

5 http://www.hoahoctro.com/4r um/ 160,285 1,129,537 1,262

6 http://i4vn.com.vn/forum/

303,766

223,767 397

7 http://pro9x.com/4zum/index php 371,442  174,790 237 8 http://vnsharing.net/forum/

313,201 5,118,966 61

Forum Seeding

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Second level

Third level

Fourth level

Fifth level

• Mass forum list

9 http://5giay.vn

447,389  36,419,503 19

10 http://diendan.vietgiaitri.c om/ 468,116 481,422 54

11 http://www.webtretho.co m/forum/ 525,978 7,004 34

12 http://tinhte.vn

739,550 5,751,220 22

13 http://forum.vuilen.com/

898,071  485,410 554

14 http://diendanlequydon.co m 948,467 320,872 1,412

15 http://diendan.phununet.c om/ 34187  27,963 197 Forum Seeding

Video Seeding – Clip.vn

• The largest Vietnamese video sharing community for Vietnamese

• With 12 categories.

• Website attract over 2,4 million visitors and

65 million page views per day.

Video Seeding – Zing

• A leading stable website allow users to search, store and view high quality in Vietnam with over

• 1.6 million visitor and 16 million page views per day.