Post on 13-Dec-2014
description
BMW Digital Marketing 2012
Presented by eBrand Co.,
Project requirements• Objectives
– Enhance brand awareness– Attract potential & new customers– Generate new leads– Increase showroom traffic– Improve customer database: quantitative and qualitative (targeting: reach– consumers with real interest in our products; gain deeper insights into
customer– Profiles: their interests, needs, lifestyles, etc.) get valuable data
• Conclusion to drive – Online marketing is a great method at this time– But we have to choose an appropriate way– The characteristic of BMW must be built and get along with "philosophical,
exclusive, trend leading, innovative tools of communication“
Project requirements
• Must be resolved by the proposal– A. Optimize existing digital marketing channels:
• Corporate Website
• Facebook Fan Page
• Search Engine Optimization (SEO)
– B. Exploit new digital channels
– C. Continuously create digital input:• Update information, news, events on regular basis to
keep consumers informed
• Ensure that published information is always valid
Presentation Will-s and Won't-s
• Will-s– Present the concept and put
client aboard
– Draw a skeleton with the appropriate development roadmap of the campaign
– High-level estimation with detail overseen
• Won't-s– Show the detail knowledge
about all series of BMW
– Finalize the design, but Illustrate the idea with visuals
– Detail all activities
– Finalize the wording (using EN)
– Detail every penny
Objectives requested from client vs. Direction to resolve
• Requested
– Site optimize
– Search Engine Optimization
– Explore new channles
• Direction
– Plug a new platform in
– Develop a concept to Gel every activities
– Maximize the communication effectiveness over the Internet's channels
Methodology• What have we researched?
– Brand guidelines
– Brand activities locally/regionally/worldwide
– Competitors
– Target audiences
– The current market
– The current online market
– The branding requirements
• What have we experienced?
– The digital campaigns with other products
– The digital campaign with hightech, premium product
– Community construction and promoting with media, social media
Concept constructing
Strategy of communication
Commu-nication
Targeted audience
communication
Direct message with BMW
involvement
Long term visioned
story, on a community (member centric)
Consistent in 360o
Channels
Solid kernel of targeted audiences vs. mass
observers/followers
Dialogue with Mr. X (Target audience)
Dialogue with Mr. X (Target audience)
“I am a BMW fan and I want to shout that out!”
“I look for a better service for my car.”
“Knowing more about inside the car is what I tend to…”
“Where I can join other Bimers??”
“Of course, Bimer is high-standardized!”
“My dream will come true, I am fighting for …”
“Bring the challenges here!!!”
“I have many interests, you can see!”
“When can I have my own BMW???
Core value from the platform
• User can find the joy from being IN a community sharing the same life-style but still being Unique
• User can find the joy of experience the real benefits given from BMW to make his desire/his dream for a BMW come true
• User can see how the gained joy influence on his life positively
• Added value: User can find the joy of using Internet time more effectively, usefully
Mr.X will not fall in to these situations
Be lonely in a crowded place
Be dreamming with unreal plans
Waste time into nonsense pursuit
INBeing
in.bmw.vn
“The JOY from being IN. Mr. X, you will find your JOY by joining the community you belong to
and exploring the journey while sitting in the BMW!”
– Mr.X always proactively IN an activity
– He's IN means he's with his buddies, showing himself
– Only being IN, he can feel BMW for real
– Jump IN real things will bring him real joy in real life
– IN also created a flexible element to play with wording
Concept implementation prerequisites
• Call to action, Being IN highlighted everywhere!
• Direct communication
• Visualization focused
• Easy to navigate
• Interactive
• Encourage to recommend/invite friends/comment/assess/like
• Full-fill database aiming with customized tools
Implementation
• Platform development
• Media 360 to arrest the audiences
• Explore the key activities
• Home site aligning with external channels
• Explore the media 360 in details
Let’s !
Platform development
Welcome to IN space!
IN Home
IN BMW
Machine Specification
Catelogue
TVC
IN Zone
IN Spirit
Life-style
Life adventure
In People
Community
Featured IN-Members
IN Channel
BMW's Event
Car's news
BMW's News
IN-Courage Arcade Game
IN Club IN YO!
Yo Garage!
Personal information
Yo! activties
X finds the JOY from Being IN
NAMCUONG
And he gets friend with Cuong at “IN ZONE”
Actually “IN BMW” is one of the great section NAM & CUONG are
interested in
At “IN BMW”, they update latest information about BMW series,
their dream
CUONG is a featured member of IN. He often shares and write articles posted at “IN PEOPLE”
CUONG owns a BMW and is a very active member of IN CLUB
X finds the JOY from Being IN
NAM
CUONG
NAM found himself being with CUONG and other friends.
Getting more friends, they know more about life style, life adventure. That’s what they call
“IN SPIRIT”
This 2012, they will conquer Everest, which was the dream of NAM
CUONG
X finds the JOY from Being IN
NAM
CUONG
Although the life is so busy but IN always catches CUONG & NAM attention.
IN CHANNELS get them updated and invite them into BMW activities and interest events
CUONG
X finds the JOY from Being IN
NAM
CUONG
IN – COURAGE GAME 2012 – 3 episode of “LOST”CUONG
EXCLUSIVE @IN 2012
X finds the JOY from Being IN
NAMCUONG
CUONG invites NAM to Join IN CLUB with great activities
X finds the JOY from Being IN
NAMCUONG
IN YO!
Where I show my IN-Spirit to
the world
Media 360 to arrest the audiences
Explore the key activities
IN.BMW Activities
Summary
• IN-People’s shows
• IN off road
• Test Drive Registration Recruitment
• BMW collection contest
• IN-Courage Game – 3 episodes of “LOST”
• IN-Mobile application
BMW communityIN.BMW.VN
ACTIVITIES LANDSCAPE
Content updating
NewslettersTalks (Interviews)
Community sharings
IN CLUB events
IN-App for mobile
IN-Game 2012[Test Drive Registration ]
2012
Viral campaigns
Viral campaigns
Viral campaigns
Viral campaigns
IN Talkshow• 2 months/time• Quantity: 50 members• Place: Restaurant or an eco-tourism• Topic: depends on each talkshow term• Objective: to connect members and exchange
with BMW Auto Euro• Content: Invite influencers to talking about
themselves. High-light Who they are and What they do to being success.
• Talkshow will be reported on IN Zone
IN Talkshow• Influencers are representation of BMWer.
What they are doing make the others desire and want be them.
• The common points:
– All of them are using BMW
– They are successful
– They know to JOY their life
Influencers suggestion (draft)
BusinessmanĐoàn Nguyên Đức
VN Football starThành Lương
Model & Singer HồNgọc Hà
IN off road• Objective: create a play park for members to
JOY their journey
• Time: every 3 months
• Vehicles: by themselves
• Off road will be launched by IN Club
• BMW is the sponsor
BMW Sniper• Members catch BMW’s
images around their eyes. • All images will be upload
automatic to IN Yo where they can host captured images by BMW Sniper application
• All comments, likes for those images will be synchronized with Facebook
Test Drive Registration 2012• Align with BMW campaign
• Activate online community to join
• 50 members/day
• Voucher discount
• Invite target audiences: News letter, Banner ads on BIMWIN, viral marketing,…
IN – COURAGE GAME 2012 – 3 episode of “LOST”
EXCLUSIVE @IN 2012
IN – COURAGE GAME 2012
• Adventure and intellectual game
• Character is a representation of BMWer: Success, smart, modern and dynamic
• Character need to use their deep thinking skills, inference thinking and all applications on their phone to solve problem and win the game
• BMW will be the car that the character using through out the game (imaginary)
• BMW advertising banner also appear on the game
• The game will be parted by espisodes
Game illustrated
Mobile application – IN AppA useful app – member activated
• GPS allow user find the nearest garage around 5km
• This application can apply on iOS and Android OS
• Range of use: over VN
• Every action on this apps can be synchronized with IN platform
Updates
Car tips
Event notifications
Downloads resouces
Garages database from INMember interaction
Explore the media 360 in details
Media Landscape
Paid Media
Social Media
Viral Marketing
PR Article Group BuyEmail
MarketingMobile
Marketing
Media Objectives
• Increase concept perception
• Increase brand awareness
• Drive traffic to In.BMW platform
• Detect & serve each single potential client
• Push information deeper in brand community
Media campaign must be
Targeted + Managed
Right message
Right place
Right time
Right manner
Paid
Media
Social
Media
Viral
Marketing
PR
Articles
Group
buy
MarketingMobile
Marketing
• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform
• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform• Detect & serve each single potential client• Push information deeper in brand community
• Customer WOW service• Increase traffic to website
• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform• Detect & serve each single potential client• Push information deeper in brand community
• Increase concept perception• Increase brand awareness
• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform
• Increase concept perception• Increase brand awareness• Drive traffic to In.BMW platform
Theme Consistent – Customer Oriented - Interactive
Including
• GG Ads
• FB Ads
• Banner Ads
54
Paid Media
Including
• GG Ads
55
We are the No.1 on Search Engines
Paid Media
FB Ads
– Be consistent with main concept
56
BMW M offered anexclusive event in Spainwhere BMW owners andfans could discover thenew M5.
reach see ClickFeel ‘In’
Paid Media
Banner Ads
– Show up the
concept
– Rich media /
Interactive
57
Paid Media
58
Paid Media
Channel list
Social Media
Social network Video Channel
Photo ChannelDocument
Sharing Channel
BlogOnline
Bookmarks
Category
Social Media
Social Media
Channel listCommunity building on: Spreading content on:
Social Media
Facebook Fanpage
• Content syncronizing with in.BMW website.
• Face to face communicate with potential customers.
• Fast & Instant channel to push information to community.
Social Media
Facebook Fanpage
- Content on Fanpage:• Products• Activities daily update.• IN Race• Garage Positioning System Application
Viral Marketing
Online Seeding
Personal Publisher
InfluencerOfficial
Account
Category
Viral Marketing
IN.BMW Member Recruitment Pyramid
Take action
Get involved
Being interested
Being aware- See the banner, hot box.- Read the content (Text, story, photos, videos,…)
- Like, comment on the content.- Search about BMW, in.BMW,….
- Being fan of fanpage, register on website.- Follow up and join in in.BMW community.
- Participate in in.BMW activities- Using in.BMW function.- Share to friend, call friend to join with them.
Viral Marketing
Step by Step Commnunication- See the banner, hot box.- Read the content (Text, story, photos, videos,…)
Being aware
• Online Seeding
• Personal publisher
• Launch banner
• Launch Hot Box – Hot Topic
• Launch the platform- Website- Fanpage
Viral Marketing
Step by Step Commnunication- Like, comment on the content.- Search about BMW, in.BMW,….Being interested
• Push interesting content to online environment- TVC- Articles
-Create discussion trend about JOY concept (Successful, Travel, challenging,...)
• Personal publishing
• Seeding & Cheer up the in.BMW trend
• Using Influencer to call community to action
Viral Marketing
Step by Step Commnunication- Being fan of fanpage, register on website.- Follow up and join in in.BMW community.Get involved
• Activity launching
• Bring benefits to member
• Run online WOW service campaign
Viral Marketing
Step by Step Commnunication- Participate in in.BMW activities- Using in.BMW function.- Share to friend, call friend to join with them.
Take action
• Run online activity
• Run contest
• Seeding about the action
• Launching Sales / Promotion program
• Launching Group Buy program
• Show up / Report the action of member in activities
• Offline activity
Viral Marketing
Action listOn Sponsor Forum(5)
Hot Box: Open a hot box in long term on each forum (All year long)
- Push out information directly and frequently to these forum members.
- Official serve the information needs for these forum members
- Introducing about each BMW car
Unique Activity: Organize unique activities on each forum
Special benefits: Bring many special benefits to these forum member
Official Accounts: Use official account to communicate with these forum member:
- BMW customer service
- BMW technical support
- BMW sales
- BMW marketing
Influencers: Use a group of 5 prestige members to recruite other members on these
forum into an invisible fan group right on forum
Online WOW customer service:
- Recognize - Tracking - Serve - Consult potential client right on forum enviroment
- Detect client’s complaint and take care directly.
New thread Seeding: Seeding information, discussion around BMW products & BMW
campaign
Discussion Seeding: Join in to other cars thread and navigate the discussion to BMW
Viral Marketing
Action listSeeding Forum(30)
Recognize - Tracking - Serve - Consult potential client right on forum
enviroment
Seeding information, discussion around BMW products & BMW campaign
Join in to other cars thread and navigate the discussion to BMW
Viral Marketing
Channel listSponsor Forum (5)
1 http://www.otofun.net/forum.php 117,679
2 http://www.vietcaravan.com/ 9,560
3 http://www.hdvietnam.com/ 402,743
4 http://www.vnav.vn/forum/index.php 30,508
5 http://www.vnecon.vn/forum.php 708,137
Viral Marketing
Channel listForum Seeding (30)
Cars
1 http://www.otosaigon.com/Forum/ 159,825
2 http://xehoivietnam.com/forum/
3 http://otofc.com/forum/forum.php 15,123
4 http://phunuvaxehoi.com/ 6,891
Hi-tech & For
Man
5 http://www.tinhte.vn/forum/ 1,059,485
6 http://gsm.vn/forum.php 567,386
7 http://vozforums.com/ 329,490
8 http://handheld.vn/forum.php 124,299
9 http://forum.tech24.vn/ 943,018
10 http://www.vnphoto.net/forums/ 74,661
11 http://diendanbongda.com.vn/ 27,302
12 http://truongton.net/forum/ 1,347,949
Modern Family
- Women
13 http://www.webtretho.com/forum/ 587,200
14 http://www.lamchame.com/forum/forum.php 161,359
15 http://diendan.phununet.com/ 37,597
16 http://www.diendan.eva.vn/ 222,133
Viral Marketing
Channel listSeeding Forum (30)
Modern Youth
17 http://www.yeuamnhac.com/music/ 880,358
18 http://www.hihihehe.com/f/forum.php 515,752
19 http://www.5giay.vn/index.php 510,917
20 http://www.dienanh.net/forums/forum.php 355,433
21 http://forum.zing.vn/ 5,174,658
22 http://www.beat.vn/forum/forum.php 115,762
Hi-class
Hobbies
23 http://www.diendancacanh.com/forum/forum.php 23,898
24 http://www.aquabird.com.vn/forum/forum.php
25 http://dragonfish.com.vn/forum/index.php 49,532
26 http://vietdog.com/forum/index.php 18,144
27 http://www.clbmohinh.com/forum/default.aspx 15,159
28 http://clbxeco.com/index.php 9,701
Travel 29 http://www.phuot.vn/ 40,748
Professional 30 http://www.diendankientruc.com/vbb/index.php 94,580
PR Article
PR angles
IN.BMWLife Style
IN.BMW Promotion
IN.BMWActivities
PR Article
Channel
http://autopro.com.vn/ http://autonet.com.vn/
http://vneconomy.vn/
http://otosaigon.com
http://vietnamnews.vnagency.com.vn/
http://vnexpress.net/ http://dantri.com.vn/ http://vef.vn/
THANK YOU!Hoang Minh Ngoc Hai - DirectoreBrand Co., Ltd.[A] 333/46 Le Van Sy, Ward 13, District 3, HCM, Vietnam.
[T] (+84.8) 6272 6462 | [F] (+84.8) 3526 4554
[W] http://www.ebrand.vn
[E] contact@ebrand.vn
[IN contact] http://in.bmw.vn/dongkixot