Marketing To Asian Women Conference Singapore

www.one9ninety.com
Thursday, October 8, 2009

1%
CREATOR

9%
FAST
FOLLOWERS

90%
MAINSTREAM


something to think about...


“Advertising is less
credible, less inﬂuential, and
less persuasive than Jane
Smith from next door”

(* Source: Joseph Jaffe, Founder, Crayon *)


OLD MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

(* SOURCE: PAUL ISAKSON *)
CONSUMER


REMEMBER THE 4

“P”s
Product/ Price/ Place/ Promotion


THERE IS NOW A NEW

“P”
Participation


NEW MARKETING

PRODUCT

PACKAGING

DISTRIBUTION

CRM

ADVERTISING

CONSUMER


Our vision is quite simply to aggregate and
facilitate the largest community of brand fans for
our clients

It is to achieve an increased share of voice over
time on the social web

It is to form relationship and build brand trust and
equity in the process

... it is also to support & grow sales


ASK YOURSELF
THIS:
HOW MANY
FANS
DOES YOUR
BRAND HAVE?

HOW
CAN
BRANDS
HAVE
FANS?

DELIVER VALUE
THROUGH MARKETING
& MAKE PEOPLES’ LIVES
BETTER



BUILD THE MARKETING
INTO THE PRODUCT &
MAKE THE PRODUCT
SO GREAT, PEOPLE
CAN’T HELP BUT TALK
ABOUT IT.


WHAT IS YOUR TARGET
AUDIENCE LOOKING AT?

...SOME OLD ASIAN INTERNET
STATS & FACTS
FROM FRIENDS FROM SYNOVATE


The Asian Internet Today
Internet Users / million
300

510 million Internet Users in Asia

225
210.00

150

87.50

75
60.00

34.90

18.20 20.00
14.00 14.90 15.40
8.40
2.40 4.80
0
Singapore Hong Kong Thailand Philippines Malaysia Taiwan Vietnam Indonesia Korea India Japan China

Source: IWS, December 2007


Tremendous Growth in Asia 9000.00%

Source: IWS, December 2007


The Internet outperforms TV & print in
time spent among key demographics
Magazines
Aged 25-34 3.7 hours
Magazines Newspapers Radio
3.0 hours 5.9 hours 10.6 hours
Newspapers Radio
4.2 hours 10.5 hours
TV Internet
15.2 hours 20.8 hours

Internet
18.5 hours
TV
16.9 hours

Magazines Top/ Middle Management
4.2 hours
Newspapers Radio
5.6 hours 9.3 hours

TV Internet
University degree 14.8hours 19.9 hours No. of hours spent on each
or above
medium per week

Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand
Source: Synovate AsiaBUS Survey June/July 2007


% time Spend vs % of advertising spend –
Disproportional Adspent on Media Type

Time
Ad Spend

Source:
‐ Synovate Asia Bus Jun/Jul 2007, 15‐64 years
‐ Nielsen Media Research Jan – Jun 2007 Adex Data (Sing$)
*ContribuZon from Forbes.com, Hardwarezone, MSN & Yahoo (based on published ratecard)


The Internet puts people in control and
helps decide what to buy
Which medium is best described by … (%)

Internet
TV
46
Newspapers
Magazines
40 Radio
35
31 32

23

16
14
11 10

3 4 3 4
1

The media you have control in Keeps you ahead of the game Helps you decide what to buy

Markets: Australia, China, Hong Kong, India, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand
Universe (Sample): Total population aged 15-64 (Australia 18+) - 187,774,122 (11,319)
Source: Synovate AsiaBUS Survey June/July 2007


what’s interesting about the
beauty industry...


#1


CONVERSATION IS HAPPENING

Social Networks


i was suppose to be
talking about...


RIMMEL
CASE
STUDY


1. Insights & Analysis - Buzz monitoring
• To research, monitor and analyze online conversations on
identiﬁed categories
• Use last quarter data benchmark to establish campaign KPIs -
share of voice
• Use post campaign reports to measure KPIs


Research Design

What we analyzed :

Brand analysis includes: Products category analysis Buzz content analysis
includes: includes:

Brand

Category

Mascara
Product
Foundation
E-Community

Lipstick Hot Topics

E fluencer


Data Collection
- 2,694,009 posts were collected from 13 sites most active sites

Site Total posts Total posters Total Conversations Share of Contribution

Taobao 952,706 265,758 92,771 35.4%

Sohu 484,897 47,722 22,786 18.0%

Baidu 467,658 22,561 25,845 17.4%

Tianya 220,756 90,255 10,123 8.2%

Netease 193,575 34,898 13,451 7.2%

Trendmag 176,630 12,099 7,877 6.5%

Onlylady 73,142 13,195 6,111 2.7%

Sina 71,268 10,668 8,699 2.6%

Rayli 38,212 4,114 2,802 1.4%

Vogue 7,165 2,822 529 0.3%

Pclady 4,678 1,092 753 0.2%

QQ 2,861 877 206 0.1%

Ellechina 461 111 75 0.0%

Total 2,694,009 506,172 192,028 100%


Total Buzz Volume by Brand: Avon leads with the most buzz volume

Total Number of Total Number
Brand
Conversations of Posters
Avon 2690 3578
Maybelline 1760 2306
Aqua 1133 1587
Revlon 1079 1628
Red Earth 263 279

Color Zone 240 249

Rimmel 23 27

* Note: Unit posts, Total No. of tracking brand related posts in Q1: 17,052

* Rimmel Detailed Buzz Quotes are in Appendix or Click Here


Buzz Volume by Category:
Maybelline topped the buzz in makeup while Avon topped the buzz in skin care

Brand Buzz Volume Rank by Category (2008 Q1)

Maybelline 1,912 posts
Avon 1,846 posts

Revlon 115 posts

Unit: post

Note: Total No. of skin care posts in Q1: 26,200; Total No. of make up posts in Q1: 10,102 Total No. of nail in Q1: 4,969


Buzz Volume by Makeup Category:
Maybelline leads the brands in each makeup category

Total buzz volume for makeup categories

Unit: Post


MAKEUP IWOM IMPACTS THE PURCHASE PROCESS:
Makeup discussion focuses on the three stages of the purchase process

Purchase/Selling
Seeking Advice Usage Experience
Information and
Before Purchasing Sharing
Pricing

Users share experiences and influence other users purchase decision

• Ask others (word of • Test products at the • Write reviews and give
mouth) for feedback store feedback on specific
on specific brands or • Test products through products and brands
products Internet samples
• Discuss pricing • Respond to other users
• Ask others for • Discuss where to buy quesZons about
recommendaZons products certain products or
based on specific give recommendaZons
needs and criteria based on user
experience


an example...


RecommendaDon and Q & A conversaDon posts
drive mascara buzz

Finding:
ConversaZon posts with quesZons typically
receive more responses and drive buzz
volumes. For mascara, users ojen ask for
general recommendaZons on mascara and/or
feedback on speciﬁc brands or products.

link

Sample conversaDon:
Which is the best mascara?

Sample responses:
“ , .” “I use
Maybelline and personally feel it’s preiy good.”
link
“ , ,
.. ” “ The Maybelline mascara I
use isn’t waterproof, so washing is easy, but it easily
smears into black circles around my eyes.
40


2. Engagement - Influencer Marketing
• Identify & carefully map influencers & opinion leaders (the 1%) to
partner with. Selection based on expertise in the identified
categories & on ability to influence others
• Engage influencers through product sampling, reviewing & posting in
relevant online environments
• Cultivate the community to nurture brand fans and generate
authentic i-Word Of Mouth (i-WOM)

• Maintain & moderate the dialogue between the brand & its fans
• Increase share of voice and drive sales


E-fluencer Engagement

• Identify where conversation is happening & select influential category experts

• Engage them personally and form a relationship with them online

• Work with selected e-fluencers to sample product in exchange for reviews

• Post all their reviews on the blog and profile them as experts (not implemented)


sample
e-fluencer profiles
as an example...
(* e-fluencers are identified based on the requirements of each project *)


Eﬂuencer Proﬁle: Chiaberry



Eﬂuencer Proﬁle: mstan75



Eﬂuencer Proﬁle: Angelique



authentic reviews generated
with the engagement...


Lipstick Reviews

• ’s Rimmel Product Review

• I do want to strongly recommend this products’ moisture
level. It’s really great and smooth and goes on and off
extremely well. How good is the moisture level? After 2
hours, it still felt very moist. A lot of big brands’ lipsticks can
not reach this level of moisture, but Rimmel’s can. I’m not
sure if you like the fact that it is odorless or not, but I
personally do not like odors so I think it’s good. This is a
product that I would definitely buy again


Lipgloss Reviews

• Zhenzhen’s Rimmel Product Review

• Overall, I’m very satisfied with this lipgloss. The lipgloss is
odorless and tasteless so its easy to like. It’s a bit sticky but not
too much. After you put it on, you don’t really notice. I have
long hair and my hair never got stuck on my lips. The color is
very glittering. Today I just put on one layer because the color is
very light. If you put on multiple layers, it would look very
beautiful. After 5 hours of use, I didn’t notice any problems with
the lipgloss clumping up. The value for price ratio is very high.
In China, it is sold for 38 RMB, which is so cheap!


Foundation Reviews
• “100% ” Efluencer Rimmel Product Review

• The little application pad is very cute and the mirror
can open up to 180 degress (a lot of foundation
packaging only opens 90 degrees which can be
inconvenient). The application pad is very soft like a
sponge, which is different from all the other brands
that I’ve used before. The foundation feels very fine
and has small little particles and a little sparkle. The
cover-up effect is very good.


Eye Shadow Reviews
• ’s Rimmel Eyeshadow Product Review

• Rimmel’s color is so much better and more beautiful than
I originally imagined ! (maybe that is a little exaggerated,
but it’s really much better than I expected, hehe) First, use
the white as a base and then smear the tan color and
lastly, use the brown color along the eyeline. Using three
ordinary colors together, you really can utilize the power
of this product. This is how shelf-bought products are
supposed to be — use the least amount of money to
solve the most pressing needs.


Mascara Reviews
• Jiemi’s Rimmel Product Review

• The packaging doesn’t look like anything special, a black tube
with red lettering. The feel of the package is very solid and it’s
the only product I sampled that says it was manufactured in
England. After using it, I found that it really lengthens the
eyelashes and just two swipes is all you need. Because I use
a lot of mascara so I think the value to price ratio is very high.
After 5 or 6 swipes you don’t need to worry as you can wear it
all day without smudging so it’s very worth buying a couple
sticks. The only weakpoint would be the big design of the
applicator brush is a bit inconvenient.


Nail Polish Reviews

• ’s Rimmel Product Review

• I absolutely 100% would buy this nail polish again. It is
durable, dries quickly and is beautiful. The colors are all
elegant, not like OPI which are too showy. My husband really
likes this color on me. I want to emphasize, the effectiveness
of this nail polish is much better than OPI. Its color does not
fade, it dries quickly, the color is very bright and you do not
need to add extra layers to make it brighter. This product was
made in Spain so the quality of the product is very safe.


Product Review Response
Top Replies to Efluencer Reviews

Looking at pictures, products make efluencer look beautiful

Appreciation / positive support for providing review

Ask how to receive Rimmel samples / jealous of efluencer receiving samples

First exposure to Rimmel brand name

Price is very reasonable, better than competitors

After reading review want to purchase / try Rimmel

Ask for Rimmel purchase location

Mention other Rimmel products they've tried

Mention Kate Moss

0 15 30 45 60
Number of Similar Comments


3. Community - Social Media Marketing
Objectives:

• Contribute resources & content

• Create a conversation space for the community of brand fans

• Build brand trust & equity through authentic dialogue

• Aggregate membership of brand fans


3. Community - Social Media Marketing
• Create and moderate social media fan pages on main social network (facebook) to
aggregate influencers and their followers

• Maintain online community events & promo activities to drive membership

• Create & moderate an official brand blog site linked to the main site - a cost efficient
way to maintain an always updated online presence & to deliver great value to the
community - a central repository of digital assets - photo, video, tutorials, links, etc.
(not implemented)


Lancome Social Media Group Pages


Global Examples:
Lancome US Blog on Blogspot


what’s a brand blog for...


Brand Blog Goals
Content/ Community/ Conversation

It gives the brand a personality & extends microsite interactivity.
It shares the latest information (content) about what the brand
is doing with its community
• Official Brand/ Product News
• E-fluencer Profiles (Recognition)
• Most valuable Reviews
• Competition Information
• Competition Results & Photos/ Videos
• Announce Prize Winners
• Profile Winners (Recognition)
• User Generated Content ‘how to’ Makeup Photos/ Videos
• News updates and links to 3rd party sites
• Sales & Promotions on Product


what’s activities for fan pages...


Draw Mechanics/ Flow

• 8 weekly draws over 2 months
• Each draw 3 winners
• Goal is to keep it simple & get audience engaged with the
brand
• To enter draw, fans must (e.g.) submit a

- post on the wall with a message

- a link to their BBS/ Blog/ SNS profile so we can review

their influence
• Interview winners/ profile them on blog
• Encourage them to review the products
• Cause excitement between the community
• This is the media for them
• Promote this blog link in all ATL & BTL media

(* Creatives & mechanics to be discussed with the Brand Team *)


how to reach more people...


4. Media - Online Social Media Buy

Objective:

• Use online media to drive trafﬁc to social media & competition

• Aggregate membership to social media group pages

• Generate conversation and build a social community of brand fans

• Let the fans be the message to market the brand


and then eventually... the 3 letters


Market Research
Product Development
Online Focus Group
Public Relations
Brand Ambassadors
iWord of Mouth
Search Engine Optimisation

Market Research/ Focus Group


Product Feedback
My suggesZons to your product team:

• Do something about the lousy brush. Remove it and reduce the price of the
foundaZon. They should source for a good quality syntheZc brush of the same size and
shape which they can sell separately if required.

• Please review the shades and bring in lighter shades. Go study the ZA brand shades
which are so universally loved by Asians and match them well. And try and replicate
those shades. The shades that M has brought in are a bit oﬀ for a lot of us. The Ochre
is too yellow, the Warm is too peach. You need something in between those two
shades for a "typical" Chinese girl. And you need one or two shades lighter than Ochre
1 (OC1) as well. If you ﬁx the shade issue, there will surely be a greater following of
Chinese girls in this brand

hip://forums.cozycot.com/showpost.php?p=1653305&postcount=96


Brand Ambassadors/ iWord of Mouth

Make-up Artist Mr. Xu’s Rimmel Product Review

• At first, I wasn’t very serious about trying them, but
now that I’ve really used them, I already love the
products. As a makeup artist, I’ve tried an
innumerable amount of products from the high end to
the low end. On the whole, I really never have a new
or surprised feeling towards cosmetics, but after
using the Rimmel products, I was so impressed: a
reasonably priced product that is so great to use…
Wow!!


Search Engine OpZmisaZon

• Our Eﬂuencer’s posts
have organically
created the following
• SEO results:

• Eﬂuencer’s posts are
top search result on
every blog / BBS
plasorm they have
posted on for the
keywords “Rimmel” and
“ ”
–


a loop is created...


questions?
www.one9ninety.com

THA
NK
YOU

Marketing To Asian Women Conference Singapore

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (15)

Semelhante a Marketing To Asian Women Conference Singapore

Semelhante a Marketing To Asian Women Conference Singapore (20)

Último

Último (20)

Marketing To Asian Women Conference Singapore