digital marketing for colgate palmolive moscow february 2011 digital marketing for colgate palmolive...

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011

Digital Marketing for Digital Marketing for Colgate PalmoliveColgate Palmolive

Moscow February 2011

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011

Digital MarketingDigital MarketingInfoInfo for Dashafor Dasha

1. TV – yes, but Digital marketing – yes! Yes! YES!!!!

2.

Traditional media

Digital marketing

Traditional media

Digital marketing

One BIG idea

3. Digital Marketing requires min 2-2,5 month of preparation


How to plan your digital campaign?

Goals BudgetChoose digital

channel

Choose message

Go on! Analysis

Pre-research

During campaig

n research

After-research

(re)Change goals

Recommendation 1.: Control and analyze campaign on each stageRecommendation 2.: Research is requiredRecommendation 3.: Do not afraid to change goals during campaignRecommendation 4.: Spend part of your campaign to check your vision

Control


Web-analytics metrics

Define business goal

(re)define KPI’s

Quantitative metrics

Action points

Control

Analysis

Qualitative metrics

Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening.

Goals definition

The data is analyzed and action point are generated

Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix.


Goals definition


Clear objectives are critical for formation of strategies, tactics and KPI’s. Remember the SMART mnemonic:

S - SpecificM - MeasurableA - AchievableR - RealisticT - Time-constrained

Goals definition

SMART principle


Depending on the site type, KPI’s metrics can differ. There are several websites, which are often a combination of different types. Thus, KPIs have to flexible in order to be matched with an individual caseHowever, here is the list of the most important types providing a selection of metrics.

KPI definition for web-site


How to construct KPIs for different site types?


The conversion funnel is a digital tool of your web channel subdivided into different stages and aimed to support the overall business goals. In breaks down the sales process into mainly 4 stages:1.Awareness: bringing the product to customer intention2.Interest: getting the customer excited about the product / service3.Consideration: providing information in a friendly and educational way4.Purchase: getting customer to buy a product / service

How to establish the conversion funnel?


Budget: 2010 Proportion of marketing budget in digital

Source: marketing budget 2010: Effectiveness, Measurement and Allocation report


There are six main types of digital media channels or communications tools which marketers should review when developing their online media plans.

Digital marketing. Channels

Digital marketing –is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Internet, mobile, TV, radio and any other form of digital media


Digital marketing. Buzz marketing

http://www.youtube.com/watch?v=i0rYyuxwBrM За 10 дней собрал более 1.5 млн. (!) просмотров в интернете, был показан по федеральным каналам, в газетах и зарубежных СМИ.


Digital marketing. Buzz marketing


Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor.

Digital marketing. Channels

Channels of digital marketing:

BannersBanners

Take oversTake overs

Content/Design integration

Content/Design integration

GamesGames

Banners network/text block with picture

Banners network/text block with picture

MicrositeMicrosite

Web-siteWeb-site

SponsorshipSponsorship

Search EngineSearch Engine

Context ad.Context ad.

Social Networking

Social Networking

Viral/influencing media

Viral/influencing media

Special projectSpecial project

Display ad.Display ad.

Mobile Mobile

E-mailE-mail

Digital outdoorDigital outdoor

BloggingBlogging

IM (instant messaging)IM (instant messaging)

Online PROnline PR


Examples of Digital marketing


Message

Message should be short, simple and very clear:

Do not use long message or unclear CTA:


How to measure digital (banner) campaign?

Impressions

ClicksClicks to call to action

Call to Action (CTA)

Reminder: Digital campaign should direct to corresponding info on the web-siteRecommendation 1.: Atlas trackingRecommendation 2.: Gather benchmarks for own digital campaigns

166M Impression

s

248K clicks

16K clicks on

registration page

32K clicks on EA

(orange button)

6,4K clicks on sign up confirmati

on

0,15 CTR

13% conversion

to EA

49% conversion from LP to

sing-up page

39% conversion

from sing-up page to sign-

up confirmation

87% drop-off rate

51% drop-off rate

from LP to Sign up

61% drop-off rate from

registration form to sign-up

confirmation


Performance measurement

Good CTR (from toothpaste campaign to cars) is 0.1-0,15CTR more than 1% is very good, but very rare.

CTR определяется как отношение числа кликов на баннер или рекламное объявление к числу показов, измеряется в процентах%.


Useful web-sitesUseful web-sites

www.alexa.comwww.alexa.com



Google.analyticsGoogle.analytics



Live.InternetLive.Internet


Digital cases Digital cases

Интерактивный бутик Kokokaka (Гетеборг, Швеция) создал потрясающий промо-сайт новой коллекции Wrangler Blue Bell. На сайте использован новый способ демонстрации одежды: посетитель с помощью курсора может управлять моделью, демонстрирующей одежду. В частности можно схватить его, толкнуть в любом направлении или даже раздеть. В роли модели выступает актер и дизайнер Tony Ward, ставший лицом всей коллекции денима 2010 Wrangler Blue Bell.

Wrangler Blue Bell



Бренд Tipp-Ex — коррекционная канцелярская лента — запустил осенью на YouTube одну из самых оригинальных и увлекательных кампаний этого года. Особенностью данной кампании стала интерактивность — пользователь может самостоятельно выбирать направление, в котором будет развиваться сюжет, а во-вторых, интеграция в интерфейс YouTube и взаимодействие с ним. Создатели кампании, французское агентство Buzzman и бренд Tipp-Ex, предлагают зрителям писать что будет в конце ролика, и смотреть, что из этого выйдет. К концу года начальное видео набрало более 13 миллионов просмотров. Сейчас 15М.

Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris)

http://www.youtube.com/watch?v=4ba1BqJ4S2M&feature=player_embedded



Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris)


Assignment #1Assignment #1

•Chose out of 10 suggested platforms the one(s) for Colgate Max White One toothpaste brand best capturing your target audience.•Support your choice with objective argumentation.

The platforms:- Woman.ru- Facebook.com- Kinopoisk.ru- Odnoklassniki.ru- Lookatme.ru- Afisha.ru- Mail.ru- Twitter- Livejournal.ru- Rbk.ru

The criteria:- Popularity of web-site

(=number of unique users)- Affinity (TA)- Content

Group work: 15 minutes


Instruments of Social MediaInstruments of Social Media

1)(Corporate) blogs (Корпоративные) блоги

Myth of mid2000: «no one reads our press-releases, BUT once we start a corporate blog, potential clients will multiply»

+ SEO-optimizers’ lobbying

The peak of fashion is over, BUTIf you understand, why you need it, whom & what about you will talk in the blogIf the blog has author or authors

— GO FOR A BLOG!

One of the best corporate blogs 2010 http://blog.ucoz.ru



2) Thematic groups in social networks (Тематические группы)

Some questions to be answered:- what value will you give to users?- why should users join the group & participate in its life?- will your group make more sense than

- will you «multiply realms» via creating an own group or join an existing group?

Вконтакте:Существует ли дружба между Мужчиной и Женщиной?>500,000 участников.



3) Applications (Приложения)

- Games incl. games with product placement

- Integration of Uralsib brand into the app «Merry Farmer» Vkontakte

http://www.sostav.ru/news/2009/09/30/doc3/



4) Social networks plugins (Плагины)

- Opportunity to comment without registration- Likeboxes- Likes

магазин детских игрушек

Chaskor.ru



5) Influencers (Агенты влияния)

Another myth of mid2000, now heavily criticized

WHAT’S THE PROBLEM?

- audience does not forgive influencers for lying (“Utkonos case”)- influencers are not always those with highest audience (e.g. Artem Lebedev with 5,000

female readers would hardly influence a deo buying decision)

HOW TO USE INFLENCERS?- long-term partnership w/o any obligations from their side


Instruments of Social MediaInstruments of Social Media6) Spam, mass following, chain invitations (Спам, массфоллоунг, веерные

приглашения)

NO. ABSOLUTE TABOO.


Instruments of Social MediaInstruments of Social Media7) Master of complaints («Дежурный по рекламациям»)

- de-facto on-line hotline + service line with initiative from your side

SOME RULES:

- React fast, do not provoke an Alfa Bank case http://video.yandex.ru/users/irinalogra/view/1

- Do not overreact- In crisis management situations have TOPs in!


Instruments of Social MediaInstruments of Social Media8) Viral (Вирусы)

- videoshttp://www.youtube.com/watch?v=owGykVbfgUE (количество просмотров около 30

миллионов). Актер – Нейл Патрик Хэррисpodcasts (&pranks)- фотожабы (photogags?) Tribute to Crisis 2008

-As of 2009 virals went interactive: «Dress us up» - commercials for an on-line shophttp://www.youtube.com/watch?v=dXcBjeoRqFY&NR=1


Instruments of Social MediaInstruments of Social Media9) Augmented reality (Дополненная реальность)

What is it?Technologies allowing to “augment”, reconstruct reality via usage of a webcam & various

detectors

e.g.: detector of movement in a new Microsoft XBox play statione.g.: QR-code reading detectoretc

Wella Flex Interactive — interactive site, where, blowing into a microphone, one can flex girs’ hairstyles

http://www.sostav.ru/news/2009/06/16/cod4/

Fashionista – virtual fitting room http://www.youtube.com/watch?v=ZnBcqV9POkY


Instruments of Social MediaInstruments of Social MediaPLUS 100 500!

Even if you do not campaign in social media, YOU ARE THERE!

IT IS A MUST TO MONITOR PRESENCE OF A COMPANY (+ its BRENDS +its PEOPLE) in

• blogs (LiveJournal, blogpost, Моймир@mail.ru, etc.)• forums• microblogs (twitter! et al.)• social networks (odnoklassniki, Вконтакте, FB, etc)

How to monitor?

a)Do it yourself via http://blogs.yandex.ru/, http://blogsearch.google.com/?hl=en&tab=wbb) Ask professionals like www.netmind.ruc) Use instruments brandspotter (http://brandspotter.ru/)buzzware (http://www.buzzware.ru/)iqbuzz (http://www.iqbuzz.ru/)kribrum (http://www.kribrum.ru/)monitorix (http://monitorix.biz/)semanticforce (http://semanticforce.net/ru/sf_home.html)wobot (http://wobot.ru/)youscan (http://youscan.ru/)


Assignment #2Assignment #2

•Each group will have 1 campaign target and 300K$. Chose the digital platform/channel which will best fulfill the communication target for your brand•Support your choice with objective argumentation.

Group 1: Increase AwarenessGroup 2: Change PerceptionGroup 3: Create/Increase Intent to recommendGroup 4: Increase Purchase (usage)Group 5: Increase Satisfaction level

Group work: 15 minutes

digital marketing for colgate palmolive moscow february 2011 digital marketing for colgate palmolive...

Documents

digital marketing info

digital campaign

colgate palmolive moscow

digital channel

digital source

digital tool

proportion of marketing

goals definition slide