Internal Use Only – Do not distribute SCG Chemicals Corporate website revamp update.
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Transcript of Internal Use Only – Do not distribute SCG Chemicals Corporate website revamp update.
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
SCG Chemicals Corporate website revamp update
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Objectives
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Website revamp - Main Objectives
• To enhance brand image
To have a website aligning with corporate identity (สอดคล้�องต่อภาพล้ กษณ์�ของบริ�ษ ท)
• To Improve purchase intent
To be a market-facing communication tool that serve customer’s needs งายต่อการิใช้�งาน ส�บค�นข�อมู�ล้ของล้�กค�า
• To have updated, real-time, relevant corporate information available on the website
• To maintain accessibility of the website
To obtain responsible persons in maintaining website
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Brand attribute represented on the new website
Attributes Design Mood & Tone Applications on the web
Innovation Creative, modern • Creative, modern design• Technical knowledge library
Competitive Professional • Professional look & feel• Technical knowledge
library/Troubleshooting
Sensible “Care”, User-friendly, accissible • Alternative product search system : Both product/brand/ market oriented or search by keyword • Request technical document certification on home page• Simple design, friendly for low-technology users
Sustainable Less is more, Care for people and environment, Green
• Comprehensive information and activity showcase on CSR/Eco/Green/ Health &Environmental concern
Dependable Fact, Trustworthy Commitment • Technical FAQ/ Trouble shooting• Inquiry submit form on the home page
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
To be perceived as “industry guru” an online knowledge
center in regional petrochemical industry
To be an alternative marketing communications
and tools
To provide comprehensive online ‘relevant’ and
‘accessible’ information about the company
To be one of effective online channel to enhance brand awareness & experience
Website Development Roadmap
Must-be quality
“Digital Marketin
g?? KPIs : # visits # Interactions # Like/ share
KPIs : # leads (visits) # returned visits Time spent on specific page/ banner Click Thourgh rate
To create an online community where members
can exchange information on the web
>>a user-generated content website that can be used as a
digital brand comm. tools
1
2
3
4
Web +Social media
“A professional & trustworthy
partners
Content & database Marketing
Customer-oriented web & platform for digital marketing
To create a platform for eCRM/ online Marketing & Brand
Communication
1)To have websitealigning with
corporatebrand image/identity2) To be a market-
facingcommunication tool
thatserve customer’s
need 3) To obtain
responsible persons in maintaining website content
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Website as a tools to develop digital branding /marketing communications strategy
Website development
as a plat form for brand communications
Consumer insight collection
& Analysis through Web
statistics
Design/shape digital
branding/marketing comm. strategy
Measure effectiveness of the
campaign/media
Optimization: re-design digital
branding/marketing strategy to match
audience’s behaviors
Improve website/digital tools feature
to fit strategies
The Bottom Line : - To increase brand awareness-To improve purchase intent
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Target Audience
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Target Audience
Non-stakeholder
s
Stakeholders
Analyst (investors)
Press
Students
Industry players
(Potential customers)
Community
SCG Management
Customers
(Traders/brand
owners/ Purchasers))
Primarytarget
Consumers (B2C)
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
New website structure
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
The mock-up design
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Mock-up design
• mock up _htmll
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
The new market-facing product listing system
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Objectives of product re-categorization on the website
Cover all product/ service SCG Chem Portfolio (Polyolefins & Other subsidiaries)
Market- facing งายต่อการิ search หาข�อมู�ล้product/ service ของ กล้ มูเป้#าหมูายท กกล้ มู โดยเฉพาะล้�กค�า
B2B : Converters / Traders B2C : Brand owners/ Buyers + potential customers
who has never known about our products
Professional approach
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
The 6 search criteria: 1) Product Category2) Industry3) Application4) Process5) Resin Types6) Trade names
The market-facing product listing system :
The 6 Search Criteria
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Website Managementwww.scghrknowledge.com
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Management
Objective
1) To be a channel to share information to target group
1.1 HR knowledge 1.2 Movements of activities in SCGHR
2) To enhance SCG brand image
3) To be SCGHR platform of knowledge information
Target
1) Government Sector2) Public
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Management
Design
The web consists of 7 menus;
Home SCG Website Knowledge Book Award News & Activity Contact Us
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Management
Design
The web consists of 7 menus;
Home SCG Website Knowledge Book Award News & Activity Contact Us
HRD
HRM
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Management
Design
The web consists of 7 menus;
Home SCG Website Knowledge Book Award News & Activity Contact Us
Human Resource Management Excellence
Sustainability Management Excellence
Corporate Social Responsibility
Leadership Excellence
Good Governance Excellence
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Management
Content Management
- Source of content- Monitoring & Content updating - Frequency of update- Responsible person- Validation process
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Management
Monitoring & Content Update
Menu /Function
Source of
Content
Frequency of Monitoring & Update
Daily Weekly Bi-Weekly Monthly Quarterly Annually
Home -
(Link to) SCG Website
CCO
Knowledge • HR Websites• SCG-CHR Strategy
Book • SCG – CCO• SCG - CHR
Award • SCG – CCO• SCG - CHR
News & Activity
Executive Briefing Center
Contact Us -
VDO • SCG – CCO• SCG - CHR
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Managemento Objectiveo Designo Content Management
- Source of content- Content updating - Frequency of update- Responsible person- Validation process
o Monitoring & Countero Subscription & Member categorizeo Search function
- What kind of search the web provideo System Management
- Program….make sure it is stable- Online subscription- Hosting and future location of host
o Test-run period
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Scope of Website Management
o Design - Awards Menu consists of o ริางวั ล้ควัามูเป้(นเล้�ศด�านการิจั ดการิทริ พยากริบ คคล้
(Human Resource Management Excellence) ได�ริ บต่อเน�,องเป้(นป้-ท., 13
o ริางวั ล้ควัามูเป้(นเล้�ศด�านนวั ต่กริริมู (Innovation Excellence) ได�ริ บต่อเน�,องเป้(นป้-ท., 9
o ริางวั ล้ควัามูเป้(นเล้�ศด�านส�นค�า/การิบริ�การิ (Product /Service Excellence)
o ริางวั ล้ควัามูเป้(นเล้�ศด�านควัามูริ บผิ�ดช้อบต่อส งคมู (Corporate Social Responsibility
Excellence) ได�ริ บต่อเน�,องเป้(นป้-ท., 5 o ริางวั ล้ควัามูเป้(นเล้�ศด�านผิ��น0า (Leadership Excellence)
ได�ริ บต่อเน�,องเป้(นป้-ท., 2
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Website revamp - Main Objectives
• To enhance brand image
To have a website aligning with corporate identity (สอดคล้�องต่อภาพล้ กษณ์�ของบริ�ษ ท)
• To Improve purchase intent
To be a market-facing communication tool that serve customer’s needs งายต่อการิใช้�งาน ส�บค�นข�อมู�ล้ของล้�กค�า
• To have updated, real-time, relevant corporate information available on the website
• To maintain accessibility of the website
To obtain responsible persons in maintaining website
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Proposed Website Editorial Team
• Representatives from each related functions : Sales/ Marketing /Brand& Comm/ TS/CSR/ SHE office
• Meeting every 3 month to review and update their own parts of content
• Role & Responsibility
Content monitoring
every 3 months
Plan & follow up content to be updated
Inform web editorial team
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Proposed workflow for web content update
Content monitoring
/development
Content editing/ approval
Upload on the web
Content owner
Content owner
Content owner
Content owner
Brand& Comm
Web Admin
Work Process
1
2
3
1.ข�อมู�ล้เป้ล้.,ยนแป้ล้ง แล้ะคนพริ�อมู2. ข�อมู�ล้ท.,ไมูกริะทบภาพริวัมูเช้�ง brand
1.ข�อมู�ล้ไมูคอยเป้ล้.,ยนแป้ล้ง หริ�อคนไมูพริ�อมู2. ข�อมู�ล้ส0าค ญกริะทบภาพริวัมูเช้�งbrand
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
The working team....Functions Persons in charge Responsibled parts
Marketing Nattha (Plast)/ P’Ben (Perf) - Product information - Market/ Application Categorization - New Product UpdateSales
P'Ranut (SCG Plast)K.Vachara (Perf)
TS P’Apichart (Plast)P’Pornchai (SCG Perf)
-Product Categorization-Technical FAQ-Technical Library
QA K. Som Technical Datasheet/ MSDS/ FDA
Biz ComP'Maywika/ Pichaya
About SCG Chemicals, News Room update, advertising banner, product catalog, magazines
Branding P' Ajana
Main advertising banner/ SCG Eco Value/ Building Success Together reference case (if any)
Ebiz TeerapatWeb architecture/ TechnicalSearch engine
Safety JirapongSafety part in ‘Sustainable Development’ category
CSR TaweepornCSR part in ‘Sustainable Development’ category
HR Ruangwiroon Career
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
YJ’s comment
Website management1 ควัามูถี่.,ในการิ update content แต่ล้ะเมูน�Daily basis ? Quarterly?
2 คนริ บผิ�ดช้อบ ห วัหน�าโต่4ะขาวัเมูน�ต่างๆ แล้ะ ห วัหน�าท.,ด�ภาพริวัมู
(เสนอช้�,อ)
3 แผิน promote web ให�มู. traffic เข�ามูามูากๆProduct metric : ต่ ด process ท�6ง- ด�เริ�,อง property การิ show แต่ล้ะเกริดส�นค�า ให�
marketing review
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Web development :- ด�เริ�,อง itune ให� support mobile- ท0า menu ให� flexible ในการิเป้ล้.,ยนแป้ล้ง- Timeline ให� go-live เริ7วัข86น- ช้�,อ url : www.scgchemicals.com (Main) www.chemicals.scg.co.th scgchemicalsPresent CY/ Brand Committee :Strategy :-Website as a tool to support strategic
communications?– SCG Chem Target Audience Vs Tools– Design mood & tone ต่อบโจัทย� brand อยางไริ– Website จัะต่อบโจัทย� Audience กล้ มูไหนมู.ป้ริะโยช้น�ทางการิส�,อสาริถี่8ง
กล้ มูเป้#าหมูายอยางไริ
Internal Use Only – Do not distribute Internal Use Only – Do not distribute
Timeline