red be brand_social_11_12_2013-1

Be Brand Social… Hello! With Auscham VIetnam

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

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

Proposal

Our senior team build long-term partnerships by keeping our promises

Connect with us at: red.tm/team

Our clients include challenger brands & blue chip brands, local & international

Proposal Read client case studies at: red.tm/work

Visit our blog at: brandbits.vn

Visit our website at: red.vn

Being Brand Social Let’s get started…

"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

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

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

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

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

…....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 ...

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

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

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

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

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

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

“Online Value Proposition”…

“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?

Step 3 Define & align your… Goals, Metrics, Tactics Plan & execute your traditional and digital touch points together

Fame Brand

Service Allure

CRM

content

Brand site

event

mobile content social

Licensed brand

paid search OOH

radio

print

tv sponsorship

UGC

PR

blogs review social

news

mobile

content

owned brand

earned consumer

paid media owners

camera

Media touch points…

brand

Fame Brand Service Allure

Thought Leadership

Define your Goals

Define your Metrics

Establish, Protect or Promote brand

Prospect for Leads and Sales

Conduct Service & Fulfillment

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

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

Deserves most of your attention

Should be your secondary focus

Consider if you have the resources

Social Media plan & execute…

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

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

Pfizer – Revolution for ‘companion animals’

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

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

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)

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…

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

Dove – Real Beauty Sketches Redefining what is real beauty

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

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.”

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

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

Being Brand Social In summary…

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

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

Proposal

Appendix

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 in-market 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

For more information visit: red.tm

Credentials

Digital - Measurement of Success

1)  Awareness  

2)  Brand  OVP  -­‐  first  impressions  

4)  Acquisi<on  -­‐  new  members  /  sales  

Most  popular  content    

Next  page  seen  aDer  homepage  

%  Homepage  Abandonment  

3)  Engagement  -­‐  quality  of  interac<ons  

Promo<on  Entries  

Social  Media  Viral  Sharing  

Consistently  measure  your  digital  interac<ons  to  increase    the  relevance  of  your  online  vale  proposi<on    

5)  Loyalty  -­‐  repeat  engagement  /  brand  pref’  Membership,  Brand  preference  &  sales  growth  over  <me  %  Repeat  Visitors    

Average  Visit  Length  

Number  of  downloads  /  Visitors  

Page  views  per  Visitor  

%  Traffic  on  homepage  

Membership  Registra<on  -­‐  opt  in  /  out  

Brand  Sales    

Total  Website  Visits  Page  views  

Referral  touch  point  sources  

Brand  website  

Touch  Points