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Youthconference_May2010
- 1. Long term engagement with youth
Marketing with Youth Conference
May 2010
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
- 2. Andrey Ternovskiy
17 years old
Russian
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- 3. Launch date : November 2009
YTD Rank : 1641
March 31st daily ranking : 861
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- 4. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 5. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 6. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 7. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 8. LONG TERM
WITH
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- 9. © F5DC 2010 all rights limited, reproduction forbidden without approval
✗
WWW.F5DC.COM
- 10. Walmart vs Target
568, 305 members, 41,008 users.
579 photos,
239 discussion groups.
Message adapted to Facebook audience Negative posts removed
Test target audience One way communication
Adapt marketing message New ‘style’ focus while brand means discount
Lower communication tone
No link to ecommerce site
Discussion forum
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- 11. Be careful !
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- 12. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 13. Our new responsibilities as marketers
Efforts to create the relation
Be genuine
Respect, personal
Listen
Talk
Don’t try to change me
Time
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- 14. Engage Consumer into a personalize
journey through multiple touch points
Using the new media and traditional media to support the engagement
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- 15. Having website, Facebook application,
augmented reality, Twitter feed
does not solve your problems
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- 16. 2010 engagement paradigm
Focus on Consumer / Customer needs
consumer is the center of strategy
consumer
strategy is the center of the tactics
strategy
tactics
innovation
tactics is the center of the innovation
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- 17. Engagement does not stop at Website
ACTIVATION ENGAGEMENT CONVERSION
What should be do to The actual promotion How do I keep relation
make sure people or campaign or with you and convert you
know about it ? website or Facebook to sales ?
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- 18. Each phase needs specific focus
ACTIVATION ENGAGEMENT CONVERSION
Online Product – Translation Create long term relation
Paid Media Content Maintenance Learning
Social network Content Update Measurement
Search Long term Capture information
Above the line Mechanic to track Database
Below the line Measurement CRM activities
Marketing Cross sales
Up sales
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- 19. Have a systematic approach
1
STRATEGY
And apply it to each tactic specifically
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- 20. The best secret : mix all of them
Good ingredient Good product
+ +
Mixed flavors Mixed channels
+ +
Good chef Good strategy
= =
Good meal Good campaign
http://www.flickr.com/photos/kyle0922/4622668655/in/pool-food_porn
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- 21. Menu example
Corporate site Roadshow
Product information New product presentation
Assets Capture information and recruit prospects
Campaign site
Link with the roadshow and product information
First engagement, try to convince me
Facebook Google Search Twitter Radio
Emotional link Generate traffic Instant promotion Contest
Discussion Engage to roadshow Latest offer Push to roadshow
Quick Fix
PR Print Campaign Apps
Result of contest Main product push Mobile connection (if needed)
Press relay Link to website Side angle for attraction
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- 22. Total internet all media for 15-24 age
74.1
59.6
54.3
46
34.3 mn per visit
26.4 25.9 visits/visitor
22.5
US EU AP SG
© Comscore 2010, research march 201
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- 23. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 24. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 25. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 26. How to convince consumers to buy MP3
player ?
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- 27. Study Case
HOW TO LINK AN OFFLINE ROADSHOW TO ONLINE ?
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- 28. Don’t go blind
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- 29. Planning, Resources, Strategy
Specific tactics objectives
Each tactics has its own measurement
How will we engage consumers ?
Why will they join ?
Why will they come back ?
Why will they talk to their friends ?
How do we keep them engaged
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- 30. Consistent approach, coordinated
1 theme
1 Strategy
1 Creative Direction
Dedicated Dedicated Dedicated Dedicated Dedicated Dedicated
tactic tactic tactic tactic tactic tactic
Objectives Objectives Objectives Objectives Objectives Objectives
Measurements Measurements Measurements Measurements Measurements Measurements
Implementation Implementation Implementation Implementation Implementation Implementation
One Main Goal
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- 31. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 32. Use properly every assets
Corporate Site Online Road Show Offline
Good as Main access point
Good for official information
Need to reflect campaign
Consumer
Campaign Site Online Social Media Online
Main information on campaign Engagement platform
Main HUB to link to all Recruitment platform
Interactive and dynamic BUT indirect
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- 33. Strategy : 3 dedicated phases
Phase 1 – Tease, engage Phase 2 – Prove, Retain Phase 3 – Affirm, Convert
MUSIC PUSH ROADSHOW AND TRY COMMENT, FOLLOW
Social Networking entry point to Prove the claim Propagate the concept
drive to roadshow and website Let the consumers convince themselves Testify to friends and family
Traffic generation through Adwords through LYED Lead to sales
Use video UGC to further promote The Full
Sound superior concept
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- 34. Concretely, each tactics are linked
Phase 1 Phase 2 Phase 3
Engagement Retention Conversion
Music engagement Philips.com campaign site Offline
Philips catalog product Online Communities
Personal
account
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- 35. Starting point or ending
point needs to be your
website
Create relationship
“the official message”
Conversion to sales
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- 36. Push through Main Home Page
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- 38. Element
Product information
Interactive catalog
Objectives
Information
CTA (call to action)
Link to the campaign site
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- 39. Element
edM
Sent to members / DB
Objectives
Concept information
Product information
Contest
CTA (call to action)
Share your point of view (Facebook)
Learn more (website)
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- 40. Product
catalog
Link to
Roadshow
information Video
Teaser
Direct access
to main info
Facebook
link
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- 41. Element
Roadshow tab of the campaign site
Objectives
Information on your closest roadshow
Information on past roadshow
CTA (call to action)
Visit the roadshow
Share your opinion
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- 42. Element
Comments, word of mouth
Professional reviews
Objectives
Collect in one location all comments
One central position for information
CTA (call to action)
Link to Facebook
Link to your blog
Link to comments
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- 43. Now is the time for engagement
Road Show Social networking Campaign Site
" Product
" Sales
" Push
" Buy people
" Lie page owner Corporate Site
" One time effort
" Complex
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- 44. Understand your target audience
If you love music, good sound quality, this is for you
Clear objective
Link to same Creative Direction
Clear information on Page / Group owner
Talk about what they want
Listen to their comments and reacts
Engage on relevant topics
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- 45. Avoid the empty restaurant syndrome
http://www.flickr.com/photos/44602785@N00/366536197/sizes/o/
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- 46. Recruit people in the related sphere
Related topics Related topics
Music Genre Artists Discussion locations
Blog
Forum
Discussion group
Main topic Website
Example : Music Facebook group
MySpace group
Related topics Related topics
MP3 reviews Students
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- 47. Creating content and updating it regularly
Status Update Content Update Call to Action
Contests Comments Photos
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- 48. Create planning of activities
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- 49. Define themes around Music
Music themes + side link
Music
• All music genres will be introduced here
• Collection of all genres introduced
• Post reviews on wall
Review
• Reviews will be ‘archived’ in reviews tab
• Post roadshow dates, upcoming events
Events
• Invite users to closed door event etc
• Performances/Events/Venues
Local Scene
• Videos
• Blogs
• releases
• Eyeka videos
Video
• LYED video
• DDB videos
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- 50. Weekly theme to engage discussion
Music theme selection Fuel the discussion And link all activities
Posts
Poll
Contest
Questions
Interactions
Hope for interactions
Interesting , funny or controversial topics should lead to
discussions
If any, answer
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- 51. Intensive tracking and measurement
Traffic percentage
Number of active members
Number of silent fans
Conversion rates
NPS improvement
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- 52. Step by step engagement
Recruitment Engagement Convert
Objective : Get members Objective : Engage members to Objective : Increase Philips presence
Initiate the ramp up Cause tactic connect Stimulate audience by asking feedback
Regular engagement Give extra Generate discussions
5000 Music discussion reason for Post more updates
No product push people to join
4000
3000
2000
1000
0
May Jun Jul Aug Sep Oct Nov
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- 53. Over 5k in first 6 months : 10k now
Main recruitment phase
First contacts
Recruitments
Discussions
$0 media spent
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- 54. Active discussions with fans
Desired state
Interactions
Discussions
Engagement
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- 56. Campaign helped SEM Indirect results
Search Keywords During Campaign
Philips MP3 1st position
Philips MP3 Player 2nd position
Best MP3 Player 4th position
Let Your Ears Decide 2nd position
MP3 Player First 2 pages
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- 57. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 58. It is key to try to measure the right thing
Measure differently based on intention and relation
Objectives How ? Results
Create community , potential target # fans 5000, + 80%
Generate awareness on Philips MP3 product NPS On going
Increased traffic +15% - 35% based country
Search Top 1 to top 5
Increase purchase intention Questionnaire On going
Increase sales Sales On going
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- 59. Cost to be considered
Setup Communication Maintenance
Technical creation Recruitment if any Man hours
Concept – Strategy Promotion if any Technical (light)
Creative Updates
Special engagement Content creation
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- 60. What worked for the youth ?
Interactions Simple Engaging - Relevance
Lots of interactions needed
Fans respond quickly to questions that are simple
Not too many posts : risk over unsubscribing
Entertaining videos are good for generating interactions
With constant interactions, it helped to improve the organic growth of fan base
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- 61. What did not worked ?
Push Too complex Side track message
1 test push message “ try product” was not perceived positively
If questions can not be answered in 5sec, they don’t
Contest not inline with target group
http://www.flickr.com/photos/scienceduck/540121310/
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- 62. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
- 63. Video contest + Spot 31 artists
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- 64. Older age guessing…:=)
Eagles
Pink Floyd
Jamiroquai
Elton John
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- 65. The only one the youth could guess
Lady Gaga
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- 66. Testing and trial is
part of the
success
Don’t be afraid
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- 67. Creating long term relationship with youth
CHANGE OUR ENGAGE LONG
HOW TO DO IT ?
TONE TERM
Why ? Not a one off Personal
message communication
Values of my brand
Not driven by one Multichannel
Really discuss
mechanics
Measure !
Not try to push
Ensure positive
Don’t be direct
Accept their relation
comments
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- 68. PASSION
VISION
INSPIRATION
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- 69. Thanks.
Do you have any question ?
http://bit.ly/aEmARR f5dc gregbirge
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM