sattra portfolio

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SATTRA V. WORK PORTFOLIO

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Here is my portfolio for Digital Strategist position [Created in 2013]

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Page 1: Sattra portfolio

SATTRA V. WORK PORTFOLIO

Page 2: Sattra portfolio

SATTRA JUHM VIRIYACHAROENTHAM

“My name is Sattra. I have a diverse experience in marketing field for years. My core

responsibility is to create a well-established marketing strategy for responsible brand. Since I have experience from two sides, this provides me a clear picture on both brand and advertising agency perspective.

EXPERIENCE

EDUCATION

Internship

Student

North Sydney English

College

Engineer Account Executive

Investor

Digital Strategist

4 YRS 0.5 YR 0.5 YR 1.2 YRS 1 YR

Engineering

Marketing

Page 3: Sattra portfolio

ABOUT ME

My Quote

“Excellence is not a skill. It is an attitude”

Demand forecasting

Product Management

Account Management

Competitive analysis

Digital marketing

Strategic Marketing Planning

My Books

Skill Summary

• Proactive • Self-starter • Teamwork oriented • Hands-on • Systematic • Dynamic • Honest

My Characteristic

Network sattra viriyacharoentham

facebook.com/sattra.jumm

Page 4: Sattra portfolio

KEY ACHEIVEMENT

EXPERIENCED ACCOUNT

• Grew existing account’s revenue at 20%, versus Q3, 2012

• 5 new accounts acquisition • Career achievement: Salary grew

by 27% based on performance. • Key account handling

• Distributor’s sales grew at 30% (versus Nike’s average growth of 15%)

• Tennis category grew at 44 % versus 2010. (highest among all categories)

• Received “MIP” Award (Most Improved Player) awarded by Southeast Asia’s Sales planning department Account Executive Digital Strategist

Page 5: Sattra portfolio

SOME OF MY WORKS

Page 6: Sattra portfolio

STRATEGIC PLANNING

Page 7: Sattra portfolio

Strategic Online Marketing 2013

Page 8: Sattra portfolio

Emotional benefit

Customers common interest and motivation

STRATEGIC CONTENT 2013

Brand Association

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Monthly Activity

Functional benefit

Inspire •Outdoor experience

•Verities/ Life style

•Introduce New Product and technology

Consult • Q & A

• Specification • Matching

• Tips & Tricks

Bond Relationship • Monthly Activity

• Event News

Jan

Page 9: Sattra portfolio

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

COMMERCIAL TYRE

1st Creative Banner

2nd Creative Banner

3rd Creative Banner

MEDIA PLAN THROUGH OUT THE YEAR 2013

Jan

SPORT UTILITY VEHICLE

PASSENGER CAR

PASSENGER CAR

COMMERCIAL TYRE

PASSENGER CAR

ADVAN

ADVAN

ADVAN

PASSENGER CAR

** Co-create with media team

Page 10: Sattra portfolio

Campaign result • 2500 participant • 5,000 Fan increase

Objective 1. Band awareness 2. Brand engagement in emotional way 3. Create brand trust in digital space

Period • Banner display: Jan-

March 2013 • Activity period: 14-

17Jan 2013

Strategic element • Display Advertising • Creative design • Facebook activity • Facebook: Ads &MA • Seeding

Facebook Activity ทายลาย สไตล ์Yokohama

Creative ads design displayed at high-traffic site

Activity Highligh

Page 11: Sattra portfolio

THE ONLINE COMMUNICATION STRATEGY

Create ERTIGA Community(Facebook)

Draw people to community

Get audience involve with product value

Mission: Create new product awareness in digital space

Establish Ertiga community Create product reference in digital space

• Conceptual design • Create “ Lead to the

future content” which reflects value proposition.

• Create communication tactic to broaden awareness

• Banner Ads: Highly targeted

• High-emotional involvement content

• Generate wave of interest and create source of trust by Seeding/Advertorial

Our target Value proposition Mile stone

Key Priority

Strategic Framework

• Total Fan page 40,000 Fans (6 months)

• Emotional benefit: Proud of being a leader

• Functional benefit: Distinctive USPs

• Male Age: 35-45 • Family lover

1st Phase RV2

Page 12: Sattra portfolio

Objectives Strategy Seeding Elements

Awareness

• Create doubt to target audience(first launch)

• Generate wave of interest by seeding a cool activity, behind the scene, photo shooting as a headline

• Gain people attention by using social influencer

Education

• Demonstrate product benefit to

audience. • Provide necessary info, promotion,

product hi-light, service center

Experience

• Create a mysterious user to spread out a good experience(it could be an experience after test drive)

• Product review

+ Celeb pics

/lifestyle related to product info.

Special events

Product utility Comic manual

Test drive experience /Product review

Topic created by mysterious user

PR News

+ +etc.

+

+

Seeding Strategy

Page 13: Sattra portfolio

suzuki.ertiga.thailand

Influencer Page

Ertiga Page

Seeding

Make a bridge Create BIG STORY with well-established content between pages

Expected result: 10 percent of people who engaged content in influencer page will flow to Ertiga page

Characteristic of influencer’s fan page 1.Family lover 2. Love kids

Ertiga Page character 1. Family lovers 2. Leader

COMMUNICATION TACTIC

Page 14: Sattra portfolio

1st & 2nd post Message: Join Ertiga page to see exclusive pics of Influencer

3nd post Message : Her father will be revealed at Ertiga page first time ever. Stay tune!

A Peak of story : Influencer’s dad

revealed on Ertiga page at first time

THE EXECUTION

Page 15: Sattra portfolio

P

Engage

Quantitative

• Accumulative likes : 10,043

• People Talking about: 19,250

• Interaction Rate : 191%

• Engagement by content : 563

Qualitative

• Emotional bond

• Long-term and permanent content in digital space

• Awareness of products utilities in entertain ways

• Right target audience

THE RESULT

Page 16: Sattra portfolio

Online Communication objective • Enhance virality of Akiko Short film • Create awareness of the product The Strategy & execution • Select 20 Advocators who meet a selection

criteria to endorse the product • Encourage people to join a mini-activity “Akiko-

facetival) • Identify key message to trigger audience interest • Establish strategic communication to reach out

the audience Result • More than 10,000 Views in YouTube. • The campaign delivered 22,897,788 impression

and reached 2,628,177 people. • More than 1,000 People engage by content

AKI-KO

Page 17: Sattra portfolio

Strategic Communication

Key Message “Intense chocolate”

“Taste with us”

+ +

+ + Key Message

“Play with our

characters”

“Every Day free movie

ticket” Character Advocator

Let’s Tate

Let’s Play

Message selection

Campaign integration

+

Page 18: Sattra portfolio

Message appear on friend timeline

AP- Live more(All Condo)

MEDIA • Display Ads

• Seeding

• SEM

Audience

Micro site: apthai.com

Registration Receive message

Put FB calendar Invitation Card/ Invite friend

to join activity

+

Page 19: Sattra portfolio

Invitation Card

Page 20: Sattra portfolio

Seed Distribution

80% 15% 5%

Lifestyle Webboard

Investment Webboard

Property Webboard

Promote AP condo

New Project

Assist purchase decision

& Create trust towards AP All Condo product

• Simulate demand an drive people to event

• Promote Online activity

40% 30% 30%

60 Seed units

45 Seed units

45 Seed units

Page 21: Sattra portfolio

AP- I Love you more | Media plan

Page 22: Sattra portfolio

STRATEGIC ELEMENTS

EPISODE 1 EPISODE 2 EPISODE 3 EPISODE 4 EPISODE 5

GDN/GSN

FACEBOOK ADS

SEEDING

FB PAGE POST

BANNER ADS

VDO CLIP

Page 23: Sattra portfolio

Piece of success

EP1 EP2 EP 3

Total views (Youtube) 320K 400K 370K

On going project

Page 24: Sattra portfolio
Page 25: Sattra portfolio

ANALYTIC AND CONSULTING

Page 26: Sattra portfolio

Social

Bra

nd

En

ga

ge

me

nt

Aw

are

ne

ss

N/A

Display Ads

2012 2013

Fan 15,000+

Display Ads Display Ads Display Ads Display Ads

N/A

N/A N/A

N/A

Monthly Activity

N/A N/A

COMPETITIVE ANALYSIS

Page 27: Sattra portfolio

Co

mp

eti

tive

me

dia

us

ag

e

COMPETITIVE ANALYSIS

Page 28: Sattra portfolio

SEARCH TREND

General Search Volume

ยางรถ 165,000

ยางรถ ราคา 60,500

ยางรถยนต์ 33,100

ราคายางรถยนต์ 18,100

รา้น ยาง 9,900

ยางรถยนต ์ ราคา 3,600

ยางรถยนตม์อืสอง 2,400

เปลีย่นยาง 1,900

รา้นขายยางรถยนต์ 1600

เปลีย่นยางรถยนต์ 1,300

โปรโมชัน่ ยางรถยนต์ 880

ราคายางรถ 480

ยาง แม็ก 170

โปรโมชัน่ ยาง 170

ศนูยเ์ปลีย่นยาง 170

จ าหน่ายยางรถยนต์ 140

promotion ยางรถ 140

Brand Search Volume

ยาง yokohama 9900

S.drive 8100

BluEarth AE01 880

neova ad08 320

ADVAN Sport 210

ยางรถยนตโ์ยโกฮามา่ 91

Competitor Search Volume

ยาง bridgestone 27100

ยาง dunlop 14800

ราคา dunlop 6600

ยางบรดิสโตน 1900

ราคา ยาง รถยนต ์ บรดิสโตน 1900

ราคายางบรดิสโตน 1300

ยาง dunlop lm703 1000

ยางรถยนต ์ dunlop 720

ยางรถยนต ์ bridgestone 590

Page 29: Sattra portfolio

News Finance Entertainment Communication Social

Banner

Banner

Banner

Banner Banner Banner

ตัวอยา่ง Application ในหมวดตา่งๆ ที ่Banner จะไปปรากฎ

Mobile Ad

DISCOVER OPPORTUNITY

Page 30: Sattra portfolio

COMPARISON MATRIX | DISPLAY ADS

Competitor name Placement contribution

Key findings Opportunity for scotch

Scotch : Mass Website 5% Targeted Website 80% News Website 15%

Brand’s : Mass Website 25% Targeted Website 65% News Website 10%

Scotch : - Scotch use general banner to convey message Brand’s : - Brand’s is a main sponsor for targeted website - Brand's use creative Ads and Rich Media to

increase brand’s visibility - leverage awareness by using Social influencer

related to target ex.Popular teenager

• Create brand story and creative ads to gain more attraction from audience

• Increase brand awareness by Rich Media., Mobile ads and Influencer.

• Sponsorship on targeted section • Use Display Ads Network to expand reach

Scotch : Mass Website 60% Targeted Website 20% News Website 20% Brand’s : Mass Website 60% Targeted Website 30% News Website 10%

Overall: Product in this category normally promote during special event such as Mother’s day and New year

• Offer the promotion via Display Ads during peak period

Scotch : Mass Website 10% Targeted Website 90% Brand’s : Mass Website 20% Targeted Website 80%

Scotch : • Display ads in Mother’s network Brand’s : • Brand’s is a main sponsor for targeted website

ex. Dekdee

• Sponsorship on targeted section such as momypedia(suggestion)

• Focus on the activity for purchaser ex. Parent

• Use advertorial to promote promotion and provide a further product information to digital space

Scotch : Mass Website 35% Targeted Website 65% Brand’s : Mass Website 30% Targeted Website 70%

Overall: Both display Ads on women section in Mass website and Facebook Ads.

• Create brand story and creative ads to gain more attraction from audience

• Sponsorship on women section

VS

VS

VS

VS

Research has been conducted by observational approach

Page 31: Sattra portfolio

TRACKING COMPETITOR FOOTPRINT

Facebook Brand’s Veta Thailand Fanpage : 137,562 Talking about 6,910 Interaction rate: 5.2%

Brand’s Junior Thailand Fanpage : 8,563 Talking about 117 Interaction rate = 1.3% Founded on April 2012

Key finding BRANDS’s blend online and offline activity such as work shop and camping to gain royalty from customer. • Veta fashion Guru workshop • Brand summer camp

Point of

difference

• Brand’s equips online payment to key touch point such as Facebook Tab and main website to increase an opportunity for sales

• Brand’s consistently runs interactive campaign • Brand founded new community for Kid’s product line

Point of parity Content feeding design is similar to Scotch’s

Brand’s world Thailand Fanpage : 220,927 Talking about 7,946 Interaction rate: 3.6%

Opportunity Increase sales opportunity by developing online purchasing Create kid’s community for Kids products line Keep interacting with audience by online activity

Page 32: Sattra portfolio

Competitor name Tools Key findings Opportunity for scotch

Scotch : SEO

Brand’s : SEO

• BRAND’s • higher ranking in

Google search • Completely

Optimize content, text,image,VDO

• Scotch’s • Optimize only

text content on website.

• Since SEO process take a lot of time to rank up a specific keywords. It is opportunity for Google Adwords for new product launch, promotion and activity.

• Opportunity to optimize search result by image, YouTube apart from text content in website

• Improve quality of website

Scotch : SEO

Brand’s : SEO

Scotch : -

Brand’s : SEO

Scotch : SEO

Brand’s : SEO

VS

VS

VS

VS

COMPARISON MATRIX| SEO

Page 33: Sattra portfolio

Scotch

5th

Google search result by brand keyword

3rd

Brand’s

Brand’s perform better ranking in image result

Page 34: Sattra portfolio

Digital Socialization

Branding

Lead Generation

Social Influence

Viral/Buz

Facebook Page

Online Activity

Rich Media

Mobile Site

Brand Site

Corporate Site

BRAND CONSULTANT

Page 35: Sattra portfolio

Update Major trend to existing clients

Page 36: Sattra portfolio

BIG NUMBER

2.4 Billion total internet users over the world

Source: internetworldstats/2012

Africa 7%

Asia

45% Europe

21%

Middle East 4%

North America 11%

Latin America / Caribbean

11%

Oceania / Australia 1%

Thailand holds the 10th place

20 Million Thailand Online Population

30% Penetration of Thailand

population

Online Trend

Page 37: Sattra portfolio

A lot of things went on

Page 38: Sattra portfolio

marketingopps

62% of consumer Search for product information before going to shop at stores.

9 out of 10 users watch VDO review of innovative products they may buy

81% of consumers accepted that A post from their friends directly influenced their the purchase decision.

Factor influences a purchasing decision

Page 39: Sattra portfolio

THANKS FOR YOUR REVIEW