Digital Marketing Summit 2012โดย คุณวรวิสุทธิ์ ภิญโญยาง

1. CASE Study
DTAC “WORK PLAY LOVE”
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2. dtac one DIY
dtac one DIY
The most successful Facebook campaign
in Thailand. It allowed you to decorate
yourself in Cartoon style.
Monthly Active Users > 2M
World Ranking : 2nd Facebook app.
Popular Countries : Thailand , Malaysia &
Hong Kong
Result :
Increased No. of Fans from 70,000 to
200,000 within a month.
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3. Campaign Brief
• Promote & Utilize WorkPlayLove Concept via the
online media channel
Campaign Objectives
 To gain awareness of the WORK PLAY LOVE campaign among target audience
(20-34 / BKK-UB/Upper-Middle)
 To increase the number of dtac’s online channel’s fan-page
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4. Target Audience
• Main Target : First Jobber
• 20-34 Year/ BKK-Urban / Upper-Middle Income
• Secondary Target : Online People
Source: Nielsen media research: IMS 2011-1
First Jobber: Sample 907 Est. Population: 4,073,000
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5. Campaign Flow
FB Advert : WorkPlayLove
WorkPlayLove
theme in
Other Media
#WorkPlayLove
FB Quote Contest Official Website:
With promotion detail
Share on FB
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6. Twitter #WorkPlayLove performance
Period : Apr 28 – May 27, 2011
Total Influencers : 10
#WorkPlayLove Total Tweeples engage: 19,965
Total Tweet : 133,008
Average daily tweet : 4,156
Total Impression : 48,202,040
#1 in Thailand Trending: 19 days
#2 in Thailand Trending: 11 days
(No1 Top Rank Hash Tag in Thailand Over a Month )
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7. FB Advert Performance
Ad Name Impressions Clicks CTR %
อาการติดfacebookเป็นไง? 1,479,650 633 0.043%
กลเม็ดflirtชายในฝัน 1,472,162 534 0.036%
ตื้อเท่านั้นที่ครองโลก!! 1,610,226 545 0.034%
Period : May 13 – 31, 2011
รู้ตัวเป็นคนติดแชต อ่าน! 1,690,574 542 0.032%
Buy Clicks : 4,478
อยากรู้มั้ยนายคุณชอบอะไร 1,781,627 503 0.028%
Delivered Clicks : 5,176
เคล็ดลับพิชิตใจสาวสวย 1,781,944 481 0.027%
Delivered Impressions 17,623,324
Click Through Rate : 0.029% เคล็ดลับให้เจ้านายรัก 1,922,433 511 0.027%
อะไรสาคัญสุดในชีวิตคุณ! 1,882,357 488 0.026%
ขอเสียงคนใช้ชีวิตคุ้มๆที 1,990,101 472 0.024%
หนุ่มสาวชอบสังคมห้ามพลาด! 2,012,250 467 0.023%
Total : 17,623,324 5,176 0.029%
Highest CTR Lowest CTR
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8. WorkPlayLove Quote Contest
Period : May 15 – June 10, 2011
Total Users : 5,238
Average Daily Users : 222
Total Quote Submit : 1,666
Quote Image created : 233
Quote Image share/like: 2,248
Total Share (post+like) 3,914
Click to Website : 423
Estimated impressions* : 254,410
*50% of active users login daily. Average user has 130 friends
https://www.facebook.com/press/info.php?statistics
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9. WorkPlayLove Submit Quotes
Work : 605 quotes Play : 341 quotes Love : 720 quotes
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10. dtac feel good fanpage
12000
10000 Campaign Period
8000
6000
4000
More than Double Increasing rate !
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dtac feel goood fan increase : May 15 – June 10 : 2,590 fan
Average daily fan increase before campaign : 43 fan
Average daily fan increase in campaign period : 100 fan
• Fan still post quote and share image until now!
• Fan growth rate has been higher since campaign start!
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11. Campaign Summary
Online Touch Points User Engagement Impression Clicks to Website
Tweet #workplaylove 19,965 48,202,040 -
workplaylove Contest 5,238 254,410 423
FB advert 5,117* 17,623,324 5,176
Total 30,320 66,079,774 5,622
 Cost per user engagement : 11.5 Baht : Very Excellent (Compared to 25-30 baht CPE of Innity network)
 Cost per impression : 0.005 Baht : Very Excellent (Compared to average campaign at 0.02 baht)
 Cost per clicks (FB advert only) : 14.34 Baht : Good (Compared to average campaign at 20 baht)
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12. Learning, recommendation and conclusion
Twitter influencers : Excellent
Good : many middle sizes influencers instead of few big influencers create excellent result
: natural quote without obvious commercial message makes people spread the words more
To Improve : stronger linkage between #workplaylove and the package ONE D.I.Y. for example, we may
use “WorkPlayLove” as the name of package
Quote Contest : Excellent (compared with investment)
Good : this campaign gains a lot of user engagement and sharing without paid media support
To Improve : enable users to share, comment and click like quote that were not created to be images will
increase more buzz
• Overall campaign is successful in terms of cost
effectiveness on awareness of key message
“WorkPlayLove” and on user engagement.
• The activities were buzz naturally without paid
media to drive campaign.
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13. Twitter + Microsite + Facebook
Contest + Facebook Ads
Create Linkage from #workplaylove
to product…

14. Empowered Facebook
for customer engagement & loyalty

15. Facebook for LIVE
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16. Just a video post in another site
Only engagement with users is the “Play” button
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17. Engage current viewers and
indirectly convince their friends
or followers to attend the show
by “Live” comment
via Facebook & Twitter
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18. Facebook Live Stream
A viewer can interact with his
Facebook friend and other
viewers
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19. Twitter Live Widget
A viewer can interact with other viewers
and bring more followers to the show by
auto-embedded URL
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20. Summary of Facebook for LIVE
friends watch
watch
current viewers
Live Channel
followers
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21. Facebook for SHOP

22. Facebook Photo Album is widely used as shopping catalog
Nothing is wrong, but there is a better way
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23. Products from an e-commerce site can be
pulled to display on Facebook using
many storefront apps
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24. Social plug-in enable more
675 Baht reaches to others
Add to Cart
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25. Offer a deal or promotional
coupon to retrieve personal
information from target
audience and engage them…
With user’ choices of
Mobile phone
number
Email address
Facebook
message box
and follow up with promotional updates via correct channel
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26. Summary of Facebook for SHOP
We can increase;
 awareness by Social plug-ins or Storefront apps
 conversion by Deals or Promotional coupons
 loyalty by communication via SMS, Facebook messages,
or e-newsletters
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27. Facebook for SUPPORT

28. It’s good to have comments on your Facebook Wall
but NOT for handling massive / aggressive questions
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29. Types of support
Self Services Enquiries Live Supports
• FAQ / Knowledge Base • Detailed information / • Urgent request / Real-
• User Community correspondence time response
• Lowest cost of staff • Feedback, request, or • Require dedicated staff
• Most wanted by brands report a problem • Most wanted by
customers
As brands communicate to clients via Facebook,
so those clients prefer to do the same way.
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30. Transform your support model
Step I – Monitor closely & Act correctly
Step II – Have a right place for them
Step III – Satisfy them by your great staff
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31. Step I – Monitor closely & Act correctly
Sales Support
1. Use a tool to monitor your
Facebook wall & comment
2. Escalate to relevant
group
Tech Support
Helpdesk
System
3. Agent replies on behalf of
Facebook page
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32. Step II – Have a right place for them
Instead of seeing irrelevant
posts on Facebook Wall, clients
can:
• Search on FAQs/KB
• Ask a question
• Report a problem
• Share an idea
• Vote to increase priorities
• Help each others to answer questions
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33. Step III – Satisfy them by your great staff
Real-time interact directly to
customer support staff via
Live Support Widget
facebook chat
Instant messaging
Email (if agent is offline)
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34. facebook for RECRUIT

35. Career websites have been seeking candidates
on Social Networks
As a company, you can do both posting a job and
increasing your brand awareness simultaneously
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36. Job listing apps & facebook ads can
utilize power of social network to
persuade the most qualified
candidates
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37. Social Capability
Like & Send – for public & private sharing
Recommend – auto suggest your friends if they would be matched
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38. Accessibility
Submission – candidates can
submit an application directly
Profile – integration with professional
social network site to retrieve profile
information
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39. Direct Target
facebook ads – directly reach the most qualified candidates
Target ads using profile data, such as:
Educational background, Work experience, Interests and skills, Location,
Experience level
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40. Columnist
 “Marketing Hub” –
Krungthep Turakij
 “Social Media Club” –
Positioning Magazine
 “IT Trends” – GM Biz
Magazine
TV Program
 DigiLife TV (Nation Channel)
Co-author of The Best Selling Book about Digital Marketing
“iMarketing 10.0”
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41. Managing Director
DigiBox Co.,LTD (Digital Consulting & PR)
Digital Strategy Advisor
Deemoc Co.,LTD (Digital Agency)
http://www.deemoc.com
Email : worawisut@me.com
Twitter : @worawisut
Facebook : facebook.com/MktHub
Phone : 085-1218508
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