Slides from team Chip&DELL, 2nd Runner up of DELL Young Profession Challenge. Task give for Top Ten finalists: Build an online community by using Social Networking Sites

1. MARKETING STRATEGIES
for Dell Young Professional Challenge
Chip&DELL

2. AGENDA
• Objectives
• Target
• Strategies & Result
• Conclusion
• Q&A

3. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
non-financial objectives
• Expand Brand Familiarity
• Build Brand Engagement
• Retain Consumer Equity

4. Chip&DELL
OBJECTIVES TARGET STRATEGIES & RESULT
Age 16 – 27
Target Audience

5. Chip&DELL
OBJECTIVES TARGET STRATEGIES & RESULT
WHY THEM?

6. Chip&DELL
OBJECTIVES TARGET STRATEGIES & RESULT
12,697,620
total Facebook users
Socialbakers

7. Chip&DELL
OBJECTIVES TARGET STRATEGIES & RESULT
Sales
“Most
dominant
Age 15-
group of 30
Facebook
users”
Socialbakers

8. Chip&DELL
OBJECTIVES TARGET STRATEGIES & RESULT
According to Nielsen, 18-34 are the
most active Social Networkers.
Nielsen
88 % of Internet users said they
usually Google about technology
Positioning Magazine | Google Thailand

10. Even a great golfer gets some tips
from his caddy to finish a great game

11. To have effective workout,
you also need. . .a trainer

12. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
What about user for these
…machines?

13. clearly not everyone is a . . . < GEEK >

14. They often. . .

15. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Sample of questions that typical computer users usually ask
“o How can I edit photos/movies?
o I want to know if my computer is
infected by virus or not?
o My computer freeze
sometimes…how to fix that?
o What’s my computer spec?
o The device told me I need
driver, what is that?
o What is sleep/ hibernate/ stand by
and shutdown?
”

16. facebook DellBUDDY

17. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
WHAT DellBUDDY
Tech Savvy Trendy Friendly

18. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
CORE IDEA
Provides tips, trips and insights
about PC and notebook usage
Shares interesting contents
Updates trend

19. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Creates open-ended question to
CORE IDEA encourage an engaging conversation

20. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Be a Friend

21. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Why another Facebook Page?

22. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Current Page of Dell Thailand
• an information provider
• low engagement
• Limitation
• Too formal

23. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
with DellBUDDY
• First mover
• Value added (current user)
• Extends brand familiarity
• (non-user)
• Creates engagement
• Strengthen relationship

24. rolling out the plan

25. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Profile Picture

26. OBJECTIVES TARGE STRATEGIES & RESULT
T
Landing Page

27. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
COMMUNICATION PLAN
Promoted via web board seeding, assisted from social media
influencers (twitter account with followers more than 500)

28. Wall Posting, Video Sharing, Conversation Engagement

29. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Page Activity

30. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
reasons for 74% of Facebook users to press like
New Product Review
To be able to express opinions and
receive feedback from the brand quickly
Privileges for Fan only
To be the ‘First’
To get more in touch with the brand
Free stuffs

31. 130 PARTICIPANTS

32. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Result after Page launched and Catch n’ Share activity
Acquired 40% of fans
through Catch n’ Share
There are 300 like in approx. 45 days.
Most are non-mutual friends with admin

33. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Total Tab Views
1,167 Wall
871 Landing Page
512 Easypromo
(Catch n Share)
Facebook Insight 19/09/2011 – 18/10/2011
Can you see
something on
interaction?

34. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Total Tab Views
1,167 Wall
871 Landing Page
512 Easypromo
(Catch n Share)
Facebook Insight 19/09/2011 – 18/10/2011
Can you see
something on
interaction?

35. Facebook is not totally new

36. Lets do something fresh and challenge

37. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
here are some interesting facts…
Top Ten Social Media in Thailand
1.Facebook (Social Network)
2.Youtube (Video Sharing)
3.Hi5 (Social Network)
4.Blogger (Blog)
5.Wikipedia (Wiki)
6.shared (File Sharing)
7.mediafire (File Sharing)
8.exteen (Blog)
9.bloggang (Blog)
10.multiply (Blog & Photo Sharing)

38. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
here are some interesting facts…
Sanook is a popular local forum in Thailand
that contains video sharing function. When
comparing Sanook's video's traffic with
Youtube's, shown in the graph below, Youtube
still earns a large amount of share for video
sharing in Thailand.

39. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Comparison between video sharing site
https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_Thailand

40. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
earns a largest amount of share for video sharing in Thailand

41. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
CORE IDEA
• Create a DellBUDDY Channel
• Upload a video every week
“ DellBUDDY ”

42. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
How we are going
to do it?
we review notebook and
desktop accessories i.e.
Speakers, mouse, bags

43. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Updates information about Dell and
events and places that are inline with
our target group’s lifestyles

44. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Instill technical knowledge such as how
to format and install Genuine Window, or
how to use Microsoft Software

45. the rational reasons

46. Sometimes images speak louder than words
… what about Moving Images

47. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
This is why we choose to do YouTube's Channel
• Video is richer in contents
• Information are easier to consume
• Easier to build distinct character
• Reach into more various demographic
audiences
• Can be reached by both existing and
non-existing consumers
• Product placement

48. Launched 3 videos
with distinct contents

49. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Types of Content
1. Review (DellBUDDY
)
2. Special Event (DellBUDDY
)
3. Technical Knowledge
(DellBUDDY Window)

50. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
SPECIAL EVENT:
VALUE SELLING DAY

51. What: Attention Grabber
How: Attractive and Creativity

52. Answer: DellBUDDY’S SUIT

53. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
COMMUNICATION PLAN
Promoted via web board seeding, assisted from social media
influencers (twitter account with followers more than 500)

54. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Have more than 700 in total views
positive feedback from
Twitter Influencers and our fans
Influencers willing to share our
contents to their followers

55. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Feedback

56. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Feedback

57. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
REACH
ATTENTION
FAMILIARITY

58. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Drew attention
with our activities and videos
Start building
medium and long term relationship with the
consumers and bolster a cooperate brand
Not just Bangkok
Our winner for Catch n’ Share
live in Nakhon Ratchasima
exposed to both who use
Brand Dell or competitors’ products

59. Chip&DELL
OBJECTIVES TARGE STRATEGIES & RESULT
T
Be Useful
Be Interactive
Be Entertaining

60. Q&A