DTAC “WORK PLAY LOVE”

CASE Study

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dtac one DIY

dtac one DIY The most successful Facebook campaign

in Thailand. It allowed you to decorate

yourself in Cartoon style.

Monthly Active Users > 2M

World Ranking : 2nd Facebook app.

Popular Countries : Thailand , Malaysia &

Hong Kong

Result :

Increased No. of Fans from 70,000 to

200,000 within a month.

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Campaign Brief

• Promote & Utilize WorkPlayLove Concept via the

online media channel

Campaign Objectives

To gain awareness of the WORK PLAY LOVE campaign among target audience

(20-34 / BKK-UB/Upper-Middle)

To increase the number of dtac’s online channel’s fan-page

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Target Audience

• Main Target : First Jobber

• 20-34 Year/ BKK-Urban / Upper-Middle Income

• Secondary Target : Online People

Source: Nielsen media research: IMS 2011-1

First Jobber: Sample 907 Est. Population: 4,073,000

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#WorkPlayLove

FB Advert : WorkPlayLove

FB Quote Contest Official Website:

With promotion detail

WorkPlayLove

theme in

Other Media

Campaign Flow

Share on FB

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Period : Apr 28 – May 27, 2011

Total Influencers : 10

Total Tweeples engage: 19,965

Total Tweet : 133,008

Average daily tweet : 4,156

Total Impression : 48,202,040

#1 in Thailand Trending: 19 days

#2 in Thailand Trending: 11 days

(No1 Top Rank Hash Tag in Thailand Over a Month )

#WorkPlayLove

Twitter #WorkPlayLove performance

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Ad Name Impressions Clicks CTR %

อาการติดfacebookเป็นไง? 1,479,650 633 0.043%

กลเม็ดflirtชายในฝัน 1,472,162 534 0.036%

ตื้อเท่านั้นท่ีครองโลก!! 1,610,226 545 0.034%

รู้ตัวเป็นคนติดแชต อ่าน! 1,690,574 542 0.032%

อยากรู้มั้ยนายคุณชอบอะไร 1,781,627 503 0.028%

เคล็ดลับพิชิตใจสาวสวย 1,781,944 481 0.027%

เคล็ดลับให้เจ้านายรัก 1,922,433 511 0.027%

อะไรส าคัญสุดในชีวิตคุณ! 1,882,357 488 0.026%

ขอเสียงคนใช้ชีวิตคุ้มๆที 1,990,101 472 0.024%

หนุ่มสาวชอบสังคมห้ามพลาด! 2,012,250 467 0.023%

Total : 17,623,324 5,176 0.029%

Period : May 13 – 31, 2011

Buy Clicks : 4,478

Delivered Clicks : 5,176

Delivered Impressions 17,623,324

Click Through Rate : 0.029%

FB Advert Performance

Highest CTR Lowest CTR

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*50% of active users login daily. Average user has 130 friends

https://www.facebook.com/press/info.php?statistics

WorkPlayLove Quote Contest

Period : May 15 – June 10, 2011

Total Users : 5,238

Average Daily Users : 222

Total Quote Submit : 1,666

Quote Image created : 233

Quote Image share/like: 2,248

Total Share (post+like) 3,914

Click to Website : 423

Estimated impressions* : 254,410

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Work : 605 quotes Play : 341 quotes Love : 720 quotes

WorkPlayLove Submit Quotes

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dtac feel goood fan increase : May 15 – June 10 : 2,590 fan

Average daily fan increase before campaign : 43 fan

Average daily fan increase in campaign period : 100 fan

• Fan still post quote and share image until now!

• Fan growth rate has been higher since campaign start!

Campaign Period

dtac feel good fanpage

More than Double Increasing rate !

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Online Touch Points User Engagement Impression Clicks to Website

Tweet #workplaylove 19,965 48,202,040 -

workplaylove Contest 5,238 254,410 423

FB advert 5,117* 17,623,324 5,176

Total 30,320 66,079,774 5,622

Campaign Summary

Cost per user engagement : 11.5 Baht : Very Excellent (Compared to 25-30 baht CPE of Innity network)

Cost per impression : 0.005 Baht : Very Excellent (Compared to average campaign at 0.02 baht)

Cost per clicks (FB advert only) : 14.34 Baht : Good (Compared to average campaign at 20 baht)

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Learning, recommendation and conclusion

Twitter influencers : Excellent Good : many middle sizes influencers instead of few big influencers create excellent result

: natural quote without obvious commercial message makes people spread the words more

To Improve : stronger linkage between #workplaylove and the package ONE D.I.Y. for example, we may

use “WorkPlayLove” as the name of package

Quote Contest : Excellent (compared with investment) Good : this campaign gains a lot of user engagement and sharing without paid media support

To Improve : enable users to share, comment and click like quote that were not created to be images will

increase more buzz

• Overall campaign is successful in terms of cost

effectiveness on awareness of key message

“WorkPlayLove” and on user engagement.

• The activities were buzz naturally without paid

media to drive campaign.

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Twitter + Microsite + Facebook

Contest + Facebook Ads

Create Linkage from #workplaylove

to product…

Empowered Facebook

for customer engagement & loyalty

Facebook for LIVE

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Just a video post in another site

Only engagement with users is the “Play” button

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Engage current viewers and

indirectly convince their friends

or followers to attend the show

by “Live” comment

via Facebook & Twitter

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A viewer can interact with his

Facebook friend and other

viewers

Facebook Live Stream

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Twitter Live Widget

A viewer can interact with other viewers

and bring more followers to the show by

auto-embedded URL

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Summary of Facebook for LIVE

watch

Live Channel

watch

friends

followers

current viewers

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Facebook for SHOP

Facebook Photo Album is widely used as shopping catalog

Nothing is wrong, but there is a better way 22

Products from an e-commerce site can be

pulled to display on Facebook using

many storefront apps

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Add to Cart

675 Baht

Social plug-in enable more

reaches to others

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Offer a deal or promotional

coupon to retrieve personal

information from target

audience and engage them…

With user’ choices of

Mobile phone

number

Facebook

message box

Email address

and follow up with promotional updates via correct channel 25

Summary of Facebook for SHOP

We can increase;

awareness by Social plug-ins or Storefront apps

conversion by Deals or Promotional coupons

loyalty by communication via SMS, Facebook messages,

or e-newsletters

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Facebook for SUPPORT

It’s good to have comments on your Facebook Wall

but NOT for handling massive / aggressive questions 28

Self Services

• FAQ / Knowledge Base

• User Community

• Lowest cost of staff

• Most wanted by brands

Enquiries

• Detailed information / correspondence

• Feedback, request, or report a problem

Live Supports

• Urgent request / Real-time response

• Require dedicated staff

• Most wanted by customers

Types of support

As brands communicate to clients via Facebook,

so those clients prefer to do the same way.

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Step I – Monitor closely & Act correctly

Step II – Have a right place for them

Step III – Satisfy them by your great staff

Transform your support model

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1. Use a tool to monitor your

Facebook wall & comment

Sales Support

Tech Support

2. Escalate to relevant

group

3. Agent replies on behalf of

Facebook page

Step I – Monitor closely & Act correctly

Helpdesk

System

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Instead of seeing irrelevant

posts on Facebook Wall, clients

can:

• Search on FAQs/KB

• Ask a question

• Report a problem

• Share an idea

• Vote to increase priorities

• Help each others to answer questions

Step II – Have a right place for them

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Step III – Satisfy them by your great staff

Real-time interact directly to

customer support staff via

Live Support Widget

facebook chat

Instant messaging

Email (if agent is offline)

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facebook for RECRUIT

Career websites have been seeking candidates

on Social Networks

As a company, you can do both posting a job and

increasing your brand awareness simultaneously 35

Job listing apps & facebook ads can

utilize power of social network to

persuade the most qualified

candidates

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Like & Send – for public & private sharing

Recommend – auto suggest your friends if they would be matched

Social Capability

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Accessibility

Submission – candidates can

submit an application directly

Profile – integration with professional

social network site to retrieve profile

information

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facebook ads – directly reach the most qualified candidates

Direct Target

Target ads using profile data, such as:

Educational background, Work experience, Interests and skills, Location,

Experience level

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Co-author of The Best Selling Book about Digital Marketing

“iMarketing 10.0”

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Columnist

“Marketing Hub” –

Krungthep Turakij

“Social Media Club” –

Positioning Magazine

“IT Trends” – GM Biz

Magazine

TV Program

DigiLife TV (Nation Channel)

Email : worawisut@me.com

Twitter : @worawisut

Facebook : facebook.com/MktHub

Phone : 085-1218508

Managing Director DigiBox Co.,LTD (Digital Consulting & PR)

Digital Strategy Advisor Deemoc Co.,LTD (Digital Agency)

http://www.deemoc.com

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