Clear digital communication plan v3

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____Clear
level
_____Digital Communication Plan
Fourth
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(kế hoạch marketing clear)
Fifth
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Prepared by: Emerald Digital Marketing


Table of Content (nội dung chính)
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level
•_____
Objectives
(mục tiêu)
Third
level
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•____
Customer
shopping behavior (hành vi mua sắm
Fourth
_____
level
_____
của khách
hàng)
Fifth
level
_____ Strategy (triển khai chiến dịch)
•____
Approaching
• Tools & Channels (công cụ và kênh triển khai)
• Measurement (đo lường)

Objectives (mục tiêu)
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Driveto
traffic
toMaster
Clear
Micro
site
(dẫn______
truy cập về website
Second
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level
của Clear)
Third
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level
_____
Fourth
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• Maximize traffic to the site (Tối ưu hoá lượng truy cập)

Fifth
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• Increase engagement with the site (tăng tương tác của
người dùng và website)


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Customer Shopping Bbehavior (Hành vi
Fifth
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mua sắm của khách hàng)

Most new personal care product buyers research new personal care
items online, but purchase them offline (hầu hết khách hàng cá
nhân tìm hiểu về các sản phẩm online, nhưng lại mua offline)
83% are researched
online but purchased
offline

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level
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15%
Online*
Fourth
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Fifth
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Research
Offline**

2%
Purchase Offline

15% are
researched and
purchased online

0%
Purchase Online
n=328

* Used any online source to research
** Used only offline sources to research
Online Benchmark Study. Vietnam, July, 2010. Netpop Research, LLC

Base: New Personal Care Product Sub-Group who purchased
either online or at a store and used at least one source


Among traditional and in-person sources, friends/family and TV ads are more influential
for new personal care products (với các kênh truyền thống, bạn bè, gia đình và quảng
cáo truyền hình có ảnh hưởng nhiều hơn đến họ khi mua hàng).
Use and Influence of Traditional/In-Person Sources
Source is Influential*

Use Source

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97%
Third
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Fourth
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Friends/family

76%

TV ad

76%

TV show

62%

Newspaper ad

59%

Magazine ad

58%

Magazine article

49%

Newspaper article

47%

Retail store

41%

Sales person

… and 93% of
them consider at
least one type
influential*

40%

Billboard or outdoor ad

36%

Postal mail ad or catalog

22%

Radio ad
14%

Telemarketing

(of 15 types of sources measured)

10%

Print phone book

n=343

9%
0%

10%

6.3

Average
Traditional/In-Person
Sources Used

19%

Radio show

6

of new personal
care buyers use at least one
type of traditional/in-person
source to research …

20%

30%

40%

50%

Base: New Personal Care Product Sub-Group
60%

70%

80%

90%

*Top 2 box scores (4, 5 on 5-pt. scale)
Online Benchmark Study. Vietnam, July, 2010. Netpop Research, LLC

100%


Search engines are used more – and are more influential – than other types of
websites (các bộ máy tìm kiếm được dùng nhiều hơn và có ảnh hưởng hơn các dạng
website khác)
Expert review sites
are very influential
(for those who use
them)

Use and Influence of Websites

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**
Second
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level
96%
Third
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Fourth
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Source is Influential*

Use Source

Search engine
News website

88%

64%

Manufacturer website

55%

Online retailer or store website

49%

Classified listings website

47%

Community

of new personal care
buyers use at least one type of
website to research …

45%

Consumer review website

40%

Website with reviews by experts

40%

Shopping comparison website

36%

Social networking website

36%

Portal

26%

Blog

22%

Video website

22%

Auction website

21%
0%

10%

20%

… and 87% of
them consider at
least one type
influential*

6.1
Average
Websites Used
(of 14 types of sites measured)

n=343

30%

40%

50%

Base: New Personal Care Product Sub-Group
60%

70%

80%

90%

100%

*Top 2 box scores (4, 5 on 5-pt. scale)
** Use search engines as a source or as a gateway to other online sources
Online Benchmark Study. Vietnam, July, 2010. Netpop Research, LLC


All types of online ads are used by over 2 to 3 in 10 new personal care product buyers
(Tất cả các dạng quảng cáo online tiếp cận từ 2 đến 3 người trên 10 khách mua mới)
Use and Influence of Online Ads
Source is Influential*

Use Source

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47%
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Online video ad

31%

Gadget ad

of new personal care buyers
use at least one type of online ad to
research …

31%

A text ad / sponsored link

27%

… and 56% of them
consider at least one

Expandable online ad

25%

3.2

type influential*

Average Types of
Online Ads Used
(of 6 types of ads measured)

General banner ad

20%

An ad that moved across webpage

19%
n=343
0%

10%

20%

30%

40%

50%

60%

Base: New Personal Care Sub-Group
70%

80%

90%

100%

*Top 2 box scores (4, 5 on 5-pt. scale)

8

Online Benchmark Study. Vietnam, July, 2010. Netpop Research, LLC


Websites and traditional/in-person sources are equal in use and influence (các website

và quảng cáo truyền thống được dùng và có ảnh hưởng tương đương nhau)
Traditional/In-Person Sources

97% of new personal

Websites

Online Ads

96%
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… and 93% of
… and 87% of

Fifth
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level
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them consider at
56%
them consider at
care buyers use at least one
type of traditional/in person
source to research …

least one type
influential*

of new personal
care buyers use at least
one type of website to
research …

(of 15 types of sources measured)

… and
of
them consider at
least one type

least one type
influential*

6.3

Average
Traditional/In Person
Sources Used

of new
personal care buyers
use at least one type
of online ad to
research …

influential*

3.2

6.1

Average Types of
Online Ads Used

Average Websites
Used

(of 6 types of ads measured)

(of 14 types of sites measured)

n=343

Base: New Personal Care Sub-Group
*Top 2 box scores (4, 5 on 5-pt. scale)

9

Online Benchmark Study. Vietnam, July, 2010. Netpop Research, LLC


Buyers spend about half a month deciding what to buy, using Internet more than other
sources to decide (những người mua hàng dùng khoản nửa tháng để quyết định mua gì và
họ tin internet hơn các nguồn tin khác)
Percent of Total Research Time Each Source Used

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Internet28%
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Friends/family19%
Fourth

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TV ad10%
TV show6%
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Avg. Number of Days
Spent Researching

1 month or more

No time—it was an
impulse buy

Less than 1 day

Newspaper ad5%

1 week to less
than 4 weeks

Magazine article5%
Magazine ad5%
Retail store5%
Sales person4%
Newspaper article4%
Billboard or outdoor ad2%

1 day to less

than 7 days

Postal mail ad or catalog2%

Base: New Personal Care Product Sub-Group

n=341

n=343

Base: New Personal Care Product SubGroup who used at least one source
Q: How much time did you spend researching your new [product], from the moment you decided to look for a new [product] to when you purchased it? / Thinking of all the time you spent
researching your new [product] as 100%, what percent of time did you spend evaluating each source?

Online Benchmark Study. Vietnam, July, 2010. Netpop Research, LLC


Online sources are most helpful for gathering information, evaluating and
comparing options (Các nguồn tin online hữu dụng và có giá trị hơn hẳn khi
so với các dạng thông tin khác)

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84%Third
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87%
Fifth
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level
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87%

Most Helpful Source at Each Phase

Percent Who Participated at Each Phase

Internet/online sources
TV ad

General information gathering

Friends/family

Magazine ad

Evaluation & comparing

TV show

Newspaper article

Final purchase decision

Friends/family are most helpful in
the final decision phase

Newspaper ad

Magazine article
Sales person

Purchase
n=341
Base: New Personal Care Product SubGroup who used at least one source

Postal mail ad or catalog
Retail store
Billboard or outdoor ad

Gathering general information (n=286)

Radio ad

Evaluating and comparing options (n=296)
Making a final purchase decision (n=295)

Radio show

0%

Q: For every phase, please indicate the one source that was most helpful during that phase

Online Benchmark Study. Vietnam, July, 2010. Netpop Research, LLC

10%

20%

30%

40%

50%


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Approaching Strategy (Chiến lược chiến
Fifth
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dịch)


Communication Strategy (Chiến lược truyền thông)

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Ad Words
Forum Seeding
Second
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Yahoo Spreading
Third
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level

_____
Web Banners
Video Seeding
Fourth
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_____
Website
Fifth
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_____
Contestants’ clips
Wepisodes

Social Media
You tube Channel
Facebook Fan page

Break-out clips


Communication Strategy (Chiến lược truyền thông)

• Social media channels, Web banners and Adswords will help to draw traffic to the
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official website of the campaign. (Các kênh social media, banner trên website và
quảng cáo adsword
sẽ giúp dẫn traffic đến website chính thức của chiến dịch)
Second
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level
• Besides, the Viral activities will create a pool of available information for internet users
Third
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when they search to find related knowledge about scalp care, hair care, etc., and when
they want to
find more information about the campaign after activation activities are
Fourth
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level
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launched. (Bên cạnh đó, những hoạt động tạo lan truyền sẽ tạo ra nhiều thông tin có
Fifth
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level
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sẵn để người dùng internet có thể tiếp cận khi họ tìm các thông tin về chăm sóc da
đầu, chăm sóc tóc, vv….hay tìm kiếm thông tin sau khi các hoạt động truyền thông kích
hoạt được tung ra).
•

In the meanwhile, content provided by the website (e.g. contestants’ clips, webpisodes
and break-out clips) will feed materials for relevant Viral activities. (Trong khi đó, nội
dung sẽ được cung cấp bởi website) (ví dụ các clip về thí sinh dự thi ) sẽ là nguồn dữ
liệu cho các hoạt động có liên quan)


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Tools & Channel (các công cụ và kênh sử
Fifth
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dụng)

Tools & Channels (các công cụ và kênh liên quan)

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Pay Per Click Ads (Google Search, YouTube) (Trả
tiền theo quảng cáo (tìm kiếm trên google, youtube)
Second
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level
2. Social Network - Facebook Fanpage (mạng xã hội,
Third
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_____
fanpage)
Fourth
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_____
3. Social Network – YouTube Channel (mạng xã hội,
kênh youtube)
Fifth
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_____
4. Facebook Adsvertising (quảng cáo facebook)

5. Forum Seeding
6. Banner Ads (quảng cáo banner)
7. Yahoo Spreading (viral)


Pay Per Click Advertising (Trả tiền theo click)

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Paid Search (PPC) (Trả tiền khi người dùng tìm kiếm)
Second
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level
Useful for instant exposure…. TACTICAL (& Strategic) (hữu dụng
Third
____ level
_____
ngay lập tức)
Fourth
_____
level
_____
•
Immediate visibility – Clear’s website can be present within 15 minutes (hiện hữu

ngay lập tức - website của clear có thể xuất hiện trong 15 phút)
Fifth
____
level
_____
•

•

Ability to tailor and deliver precise messages to target audience (có khả năng xuất
hiện và truyền tải thông điệp phù hợp với khách hàng mục tiêu)
Guaranteed brand exposure (thương hiệu được show ra)

•

Ability to target consumers at tactical times of the day (có khả năng tiếp cận khách
hàng mục tiêu vào thời gian tuỳ chỉnh trong ngày)

•

Only pay when a targeted user clicks on the ad and arrives at the site (chỉ trả tiền khi
khách mục tiêu click vào quảng cáo và dẫn về website)


Paid Search (PPC)
Have Clear website on search engine right now. This is the most
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used by target customers, and it is also the first impression to
Second
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level
people who search related keywords like “brandy, spirit,
Third
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whiskey”…
The first step to approach target customers .
Fourth
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_____
Budget & KPIs
Fifth
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Total
Cost:level
$4,200
Ads will appear here

Duration: 6 months
Visitor: 42,000
Unique Visitor: 28,000

Cost per Visitor: $0.15
Page view: 84,000
Tracking: Google Analytics


YouTube Advertising
Ads will appear here –
beside the video

Highly Exposure:
• 36 million page view per day
• 2 million videos are view every
day (Vietnam only)
• Ads appear any where that
has videos from YouTube
Effective Pricing: Only Pay
When users get interested and
Click on the Ads (PPC)
Creative: Easily test and re-test
creative assets. Use text, image,
Flash, or video ads to reach
Audience
Banner Size: 728x90; 300x250,
160x600 px.
Target: Since impression is free
so we’ll run the ads in all
categories in YouTube. The ads
will appear randomly in the
entire
YouTube website

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Ads will appear here –
inside the video


YouTube Advertising
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Budget & KPIS
Second
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Total Cost: $4,800
Third
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Duration: 6 months
Fourth
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Visitor: ,36,000
Fifth
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Ads will appear here
Unique Visitor: 24,000
Cost per Visitor: $0.2
Page view: 72,000
Tracking: Google Analytics

- categories

YouTube Advertising
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Ads will appear here
- Browse
Fifth
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YouTube Advertising
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Ads appear any where that has
embedded video from YouTube
Fifth
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YouTube Channel
Reach.
•
More than 36 millions page view/day
(Vietnam IP)
•
2 millions video play/day (Vietnam IP)

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Rising through the ranks.
•
Page Rank. Now that Google owns the
Third
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_____
rights for YouTube, it follows that YouTube
will be given a priority in Google's Page
Fourth
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_____
Ranking. People using Google search
engine will probably see YouTube catapult
Fifth
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_____
ahead of the line, which is a great way to
maximize our site's visibility in the virtual
world.

New feature: we can add comments

linked to our channel or other videos

Spare your corporate site the bandwidth
drain that comes with streaming video.
•
it is a great place to keep and park video
clips using bandwidth of YouTube with just a
simple link from their corporate site.


YouTube Channel
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Create our own customer and channel base.
•

Avid viewers can be part of that channel and subscribe

to it. We can then send newsletters via e-mails to those
subscribers.

Viral effect
•

Interesting YouTube videos that evoke any kind of
positive response from viewers are usually shared by
viewers with their friends and family members. As a
result, soon our popularity increases with minimum effort
on our video. done.

New feature: we can add comments
linked to our channel or other videos


Facebook Fan Page – Overview
Millions of Users:
More users allow for more
Information to be shared

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Emerging Market:
Second
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For advertising, Facebook is able to
gather knowledge from its users and
Third
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_____
advertise directly to their interests.
Fourth
_____ level
_____
Effective Communication
Fifth
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_____
High Adoption Rate:

Popularity of Facebook fan page will
continue to expand the use of
Facebook
at home and in networking, and the
workplace