sattra portfolio
DESCRIPTION
Here is my portfolio for Digital Strategist position [Created in 2013]TRANSCRIPT
SATTRA V. WORK 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
”
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
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
SOME OF MY WORKS
STRATEGIC PLANNING
Strategic Online Marketing 2013
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
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
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
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
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
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
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
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
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
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
+
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
+
Invitation Card
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
AP- I Love you more | Media plan
STRATEGIC ELEMENTS
EPISODE 1 EPISODE 2 EPISODE 3 EPISODE 4 EPISODE 5
GDN/GSN
FACEBOOK ADS
SEEDING
FB PAGE POST
BANNER ADS
VDO CLIP
Piece of success
EP1 EP2 EP 3
Total views (Youtube) 320K 400K 370K
On going project
ANALYTIC AND CONSULTING
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
Co
mp
eti
tive
me
dia
us
ag
e
COMPETITIVE ANALYSIS
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
News Finance Entertainment Communication Social
Banner
Banner
Banner
Banner Banner Banner
ตัวอยา่ง Application ในหมวดตา่งๆ ที ่Banner จะไปปรากฎ
Mobile Ad
DISCOVER OPPORTUNITY
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
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
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
Scotch
5th
Google search result by brand keyword
3rd
Brand’s
Brand’s perform better ranking in image result
Digital Socialization
Branding
Lead Generation
Social Influence
Viral/Buz
Facebook Page
Online Activity
Rich Media
Mobile Site
Brand Site
Corporate Site
BRAND CONSULTANT
Update Major trend to existing clients
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
A lot of things went on
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
THANKS FOR YOUR REVIEW