Transcript digital marketing for colgate palmolive moscow february 2011

Digital Marketing for
Colgate
P
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