red be brand social at AusCharm Vietnam presentation by Chris Elkin

1. Be Brand Social… Hello!
With Auscham VIetnam

2. We are a branding
consultancy & marketing
agency team inspired by
the most social and loving
colour of all

3. We create & shape
unique brand personalities
to form emotional connections
with your customers
across key touch-points

5. Our senior team build long-term partnerships by keeping our promises
Proposal
Connect with us at: red.tm/team

6. Our clients include challenger brands & blue
chip brands, local & international
Proposal
Read client case studies at: red.tm/work

7. Visit our website at: red.vn
Visit our blog at: brandbits.vn

8. Being Brand Social
Let’s get started…

9. "Social media is like first-time sex.
Everyone wants to do it. No one actually
knows how. When finally done, there’s
surprise it's not better."
Avinash Kaushik, Google analytics evangelist

10. We are all in this together… consuming, producing and
sharing ‘content’ from our lives, every minute of every day

11. A huge part of how we relate and connect with each
other is through the ‘brand personalities’ we choose to
express our own personalities

12. We crave meaning and strong relationships (emotional
connections) with brands because it helps us to solve
functional and emotional problems in life

13. The digital, social media channel is the most emotional
and powerful communications channel ever…

14. …....Chosen, managed, and
used to create our online
personality…
Our smart phone, our laptop, our blog, our email, our
bookmarks, our address book, our social network, our
online community ...

15. Our customer’s path to purchase…
(it used to be so simple…)

16. Our customer’s path to purchase…
(now ‘digital social’ interrupts everything …)

17. So how can we
integrate and use
this digital, social
channel to be brand
social?
4 key steps
+ case studies…

18. Step 1
Know thy self…
Define your
“Brand Personality”
(From the inside out)

19. Your brand is shaped by
everything you do and say
online… and by what
everyone else says and
shares about your brand

20. Step 2
Define your
‘Online Value
Proposition’…
... Benefits, services, content and
new experiences for your
customers to share
…Extending your core
product / service…

21. “Online Value Proposition”…

22. “Online Value Proposition”…
Who are you actually
speaking with online –
what are their needs,
wants, desires & habits?
How can you satisfy
them differently or
better than your
competition?

23. Step 3
Define & align your…
Goals, Metrics, Tactics
Fame
Allure
Brand
Service
Plan & execute your
traditional and digital
touch points together

24. Media touch points…
owned
brand
earned
consumer
CRM
content
content
social
blogs
review
mobile
news
UGC
event
PR
Brand site
brand
social
content
mobile
Licensed brand
camera
tv
sponsorship
print
paid search
radio
OOH
paid
media owners

25. Social Media plan & execute…
Fame
Brand
Allure
Service
Define your
Goals
Thought
Leadership
Establish, Protect
or Promote brand
Prospect for
Leads and Sales
Conduct Service &
Fulfillment
Define your
Metrics
How influential
are you?
Are you broadening
your reach?
Do you convert
awareness to action?
Your customer
sentiment score?
Decide your
Tactics
The following matrix shows how to allocate
your resources to accomplish your goals
Establish, Promote or Protect a
B2C Brand
Deserves most of
your attention
Should be your
secondary focus
Consider if you have
the resources
Establish, Promote or Protect a
B2B Brand
Become Known for
Thought Leadership
Prospect for and Generate
B2C Leads and Sales
Prospect for and Generate
B2B Leads and Sales
Conduct Services and Fulfillment

26. Step 4
measure it all,
listen, learn
and keep
trying new
things

27. Case studies
Adding new value to your customer’s lives online…

28. Pfizer – Revolution for
‘companion animals’

29. Insights: Dogs get fleas and heartworms. Many people love dogs
more than their human family and will do almost anything to
ensure they are healthy, happy and live a long life

30. revolution Brand Proposition: “effective medications committed
to the love, health and happiness of your companion animals”

31. Pawclub.com.au : Australia’s most loved online pet owner
community - learn, share and connect with each other every day to
better care for your animals. (brought to you by Pfizer)

35. People can share their dog’s age and receive reliable, unbiased, up
to date information, tips, product recommendations and tools to help
their pooch stay happy and healthy – who’s a lucky boy…

48. Geo-location / Google Maps helps you to find the vet/product closest to you

49. Dove – Real Beauty Sketches
Redefining what is real beauty

50. Dove Brand Proposition: “Dove aims to redefine what is real
beauty – to change women's perceptions about beauty and make
them become more confident of their own true beauty

51. Dove Real Beauty Sketches: “The aim of this global campaign is to
show women that they are more beautiful than they think they are
by comparing self-descriptions to those of strangers.”

61. Insights: “Only 1% of Vietnamese women think they are “beautiful.”

64. Dove requested Vietnamese woman to collaborate in creating
Vietnam’s largest photo album of real woman with real beauty

65. Being Brand Social
In summary…

66. In summary… To be Brand Social…
Step 1 - Define your ‘Brand Personality’
The emotional connection with your customers
Step 2 - Define your ‘Online Value Proposition’
Create additional value – beyond your core product or service
Step 3 - Define & align ‘Goals, Metrics & Tactics’
Plan & execute - integrate ‘owned, paid and earned’ touch points
Step 4 - Measure it all, listen, learn and keep trying new things
A long-term commitment – a meaningful, enduring impact takes time

67. Thank you,
I’d love to help you
chris@red.tm
red.tm
Brandbits.vn

68. Appendix
Proposal

69. Chris Elkin Managing Director
A UK Chartered Marketer and based in S.E. Asia for 13 years, Chris
has helped to build many famous brands throughout the U.K., S.E.
Asia and Vietnam.
Based initially in London, New York and then Singapore, Chris has
held a number of big agency regional Asia-Pacific roles, with inmarket experience ranging from Japan and Hong Kong to Singapore,
Malaysia, Indonesia and Vietnam with brands including Tiger Beer,
Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen
and L’Oreal.
Chris came to Vietnam in 2005 managing the largest FMCG account
in Vietnam. As partner and Managing Director of red, his active
clients include a broad range of brands in the FMCG, Retail,
Education, Personal Care, Healthcare, Real Estate and Financial
Services categories, including partnerships with Unilever,
VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu
My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C,
Commonwealth Bank, Liberty Insurance, Apollo English and
Budweiser.
Credentials
Connect with us at: red.tm/team

70. Credentials
For more information visit: red.tm

71. Digital - Measurement of Success
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
interac<ons
Touch
Points
Most
popular
content
Next
page
seen
aDer
homepage
Average
Visit
Length
Number
of
downloads
/
Visitors
4)
Acquisi<on
-­‐
new
members
/
sales
Social
Media
Viral
Sharing
Promo<on
Entries
Membership
Registra<on
-­‐
opt
in
/
out
Brand
Sales
5)
Loyalty
-­‐
repeat
engagement
/
brand
pref’
%
Repeat
Visitors
Membership,
Brand
preference
&
sales
growth
over
<me
Consistently
measure
your
digital
interac<ons
to
increase
the
relevance
of
your
online
vale
proposi<on