Quy trình hoạch định Digital Marketing qua Coca-Cola case-study

1. “Copyright © 2008 red | brand builders. All rights reserved”.
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2. red is beautifully simple and powerfully bold.
The colour of passion, life, luck and success.

3. To build a sustainable competitive advantage.
We create long-term brand building partnerships.

4. A full-service branding and marketing agency.
The red team blends international expertise with local know-how, offering clients
clever ways to connect their brands with consumers to deliver winning results.

5. We start with an analysis of our clients’ complete brand environment,
speak the truth in advising what needs to be done, and make it happen.
Vietnam market entry - Brand strategy
Brand campaigns - Brand design - Brand packaging
Brand activation - Brand digital - Brand trade marketing

6. Marc Graduated from the David Syme Business School in Melbourne, has built and operated
brand consultancies for more than 20 years, and held several interesting corporate roles –
Grocery Merchandising Manager Safeway Australia, Marketing and Sales Director Kellogg’s
Australia and Regional director of Marketing Burger King Corporation. In Vietnam Marc has
been Managing Director of JWT and in house Marketing Coach for Unilever Vietnam.
Marc began an intense strategic internet focus in 1998. In the digital space he consulted to
Glorious Sun Enterprises Hong Kong in 1999 to develop online retail strategy for Jeans West
– Project name VIRUS.
He then worked as GM of a JV between WPP and Beijing Telecom in 2000 in Beijing, to build
a personalised web portal in Mandarin. Numerous online projects have followed. All brand
led, rather than technically driven.

7. Originally from Northern Ireland, Chris has lived in the region for 8 years, the last 3 in
Vietnam. A UK Chartered Marketer, Chris has been at the forefront of digital marketing
practice since it’s commercial inception in 1997. Chris has helped to build many famous
brands throughout U.K. and across Asia Pacific.
Setting up one of the leading digital marketing agencies in Singapore in 2000, Chris has had
the pleasure of launching British Airway’s first flat bed online, Japan’s first multi-lingual ecommerce linked internet radio station, and Volkswagen’s first SE Asia “visualizer”, directly
linking customers to their local dealers across 8 countries.
More recently, Chris has lead agency teams to develop Tiger Beer’s regional digital marketing
efforts and the complete re-engineering of online customer service for both Citibank Asia
Pacific and Malaysia Airlines, respectively winning the year’s Asia Tourism and Travel Award
for “Best Airline Online Marketing” and “AC Nielsen / Global Finance Magazine “Best
Consumer Internet Bank” 3 years in row.

8. todays presentation
• Marc Gough:
– why is the digital channel so critical in brand building ?
• Chris Elkin:
– What is the most effective process to follow, in order to use the digital
channel to build your brand ?
• Our case study today is based on our analysis of how Brand Coca‐Cola
is using digital channels in the USA
• Best practice work, from the worlds most valuable brand
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9. as professional marketers we
• Build Brands by forging emotional connections between
products or services and consumers
– Because an emotional connection
is a sustainable competitive advantage
that consumers will pay a premium for
and that competitors will struggle to duplicate
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10. we understand the change
From label
To brand
and the value it creates
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11. • Coca‐Cola’s revenue 2007: 28 Billion USD
Source: The Coca‐Cola company
• Coca‐Cola’s brand value: 66 Billion USD
Source:
– a little later, Chris will talk about how Coca‐Cola are using
the Digital Channel at the heart of their brand building
– but lets start by reviewing the brand building process
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12. Step 1: Create a Brand Framework
Proposition: Brand Coca‐Cola ‐ ‘Refreshment’
Benefit(s): Refreshment in body, mind and spirit
Reasons to Believe:
Functional
•
•
•
•
Water, sugar, caffeine
‘Secret’ formula
Carbonation
‘Burn and bite’ at the
back of the throat
sustainable advantages
Emotional
•
•
•
•
Social acceptance
Contemporize and connect yourself
Optimism
A personalised world
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13. Step 2: brand identity ‘embodies’ the framework
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14. Step 3: campaign amplifies the brand proposition
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15. emotions are the key to value
• brand campaigns ‐ communicate both functional and
emotional RTB’s
– but in many categories functional Reasons to Believe are
‘cost of entry’
• emotional RTB’s ‐ build relationships, loyalty and ‘meaning’
into transactions
– the core of sustainable competitive advantage and the
creation of ‘brand value’
– and when you consider communication channels....
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16. ...digital, is the most emotional channel
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17. ...because digital, is the most personal channel
your phone, your blog, your email, your iPod,
your social network, your address book...
....chosen, managed, and used only by you
communications feel... ‘just for you’
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18. In the media mix, digital is also
the most measurable channel
& potentially, the most cost effective channel
but there is a lot of noise, because of low barriers to
entry, which is why a disciplined digital planning process
is so important
‐ thank you for your attention
I’d now like to introduce Chris Elkin to talk about the digital
planning process...
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19. Your brand experience is created
across many ‘touch points’

22. With so many digital touch points
how do you build your brand online?

23. Creating your Digital Brand Building Strategy

24. Creating your Digital Brand Building Strategy

25. Your online value proposition
An OVP is all about extending your overall brand proposition ‐ to
offer unique online benefits and and new experiences to
build your brand relationship
Creating a brand OVP enables you to clearly set
digital marketing objectives
and measure business results

26. Creating your online value proposition
Put your target audience attitudes, demographics and
online behavior at the heart of your digital marketing
planning
Combine your OVP with your brand consumer insights to
create a unique online brand experience

27. The Coke online value proposition
Online Value Proposition
Creates…
• mycoke.com
•
A completely new virtual
experience extending
the ‘Coke Side of Life’ to create
a deeper brand relationship
through digital channels

28. Creating your Digital Brand Building Strategy

29. Raise awareness ‐ spread the word
Search Engine Optimisation
October 2008 ‐ 29 billion searches in Asia Pacific. Source comScore, inc.
“In Southeast Asia, Vietnam is the number‐one priority of Yahoo.” Tom Sipple, MD, Yahoo SE Asia

30. Raise awareness ‐ spread the word
x
Improve the volume and quality of your audience “naturally”
Create reciprocal links, content and HTML coding relevant to specific keywords
Remove barriers such as too much ‘flash’ animation

31. Raise awareness ‐ spread the word
Search Engine Key words & sponsored links
Pay‐per‐click to increase your site ranking & visibility in search engine page results
Google AdWords, Yahoo! Search Marketing and Microsoft adCentre largest players

32. Raise awareness ‐ spread the word
Paid Online Advertising
Banner Ads… (yawn)

33. Raise awareness ‐ spread the word
Get creative and seek out more
Interactive, Rich Multimedia formats to drive traffic to your site

34. Raise awareness ‐ spread the word
Online PR ‐ Reach audience through their daily news/interests

35. Raise awareness ‐ spread the word
Create ‘buzz’ across high‐traffic Youtube, Forums and Blogs
Viral / Content Seeding

36. Raise awareness ‐ spread the word
Tap into the Vietnamese desire to share and express themselves
Social Networking ‘Hooking’
Ads can also be place in a highly targeted way around user‐demographic info’

37. Raise awareness ‐ spread the word
Leverage content partnerships / sponsorships

38. Raise awareness ‐ spread the word
Leverage Email, Chat, SMS, Mobile
Digital word of mouth effect, anytime, anywhere

39. Raise awareness ‐ spread the word
www.mycoke.com
Communicate your website address
across all your communication touch points
Drive audience to your website and back into the real world

40. Creating your Digital Brand Building Strategy

41. Differentiate through engagement
Encourage participation with exclusive incentives
“Design The World A Coke” contest

42. Differentiate through engagement
Personalise your own Coke bottle design

43. Differentiate through engagement
1000’s of ways to express yourself

44. Differentiate through engagement
“Mash up”, rate and share your design with friends

45. Differentiate through engagement
Share brand / user‐generated content as downloads

46. Differentiate through engagement
Music, Videos, Wallpapers, Screensavers & Desktop Games…
can all be used to deepen emotional brand connections

47. Creating your Digital Brand Building Strategy

48. Drive customer acquisition
Build your brand database and opportunities
for interactive experiences and ongoing dialogue

49. Drive customer acquisition
Provide incentives to entice your audience to share their details
mycoke ‘CC Metro,’ is a 3D virtual environment offering a completely new experience

50. Drive customer acquisition
Members can personalize their space, socialize with other members, access music‐mixers,
gaming, sports and entertainment,
including paintballing, a skate park and a theater featuring exclusive videos.

51. Drive customer acquisition
mycoke.com
Integrate online and offline marketing activities to drive your
audience to your website and back into the real world

52. Creating your Digital Brand Building Strategy

53. Build brand loyalty
Build ongoing engagement and
positive word of mouth association
mycokerewards.com loyalty program

54. Build brand loyalty
Register online
Collect codes from
bottle tops
Redeem codes online
to be rewarded
Recognise and reward customers
for something they’re already doing
Since late 2006, 1 new member has registered every 4 seconds,
Spending an average 8 minutes per visit

55. Build brand loyalty
Desktop widget to
redeem cap codes
& get latest news
SMS/MMS contest
/event entry/alerts
Viral cards
Partner
e-coupons
Always consider new technologies
to strengthen relationships with your customers and partners
Give customers rewards that drive them to partner stores

56. Creating your Digital Brand Building Strategy

57. Measure business results
What is working and what is not?
– Align your business, brand and marketing objectives
– Decide how your objectives will be measured & analyzed at the start
– Set benchmarks for success
Leverage key learnings to continually strengthen
your brand online value proposition

58. Measure business results
Brand website
1) Awareness
Page views
Total Website Visits
Referral touch point sources
2) Brand OVP ‐ first impressions
Page views per Visitor
% Traffic on homepage
% Homepage Abandonment
3) Engagement ‐ quality of interactions
Touch Points
Most popular content
Next page seen after homepage
Average Visit Length
Number of downloads / Visitors
4) Acquisition ‐ new members / sales
Viral Sharing
Promotion Entries
Membership Registration ‐ opt in / out
Brand Sales
5) Loyalty ‐ repeat engagement / brand pref’
% Repeat Visitors
Membership, Brand preference & sales growth over time
Consistently measure your digital interactions to increase
the relevance of your online vale proposition

59. Creating your Digital Brand Building Strategy