DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital Marketing for Colgate Palmolive Moscow February 2011

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital Marketing Info for Dasha 1. TV – yes, but Digital marketing – yes! Yes! YES!!!! 2. Traditional media Digital marketing Traditional media Digital marketing One BIG idea 3. Digital Marketing requires min 2-2,5 month of preparation

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 How to plan your digital campaign? GoalsBudget Choose digital channel Choose message Go on! Analysis Pre- research During campaign research After- research (re)Change goals Recommendation 1.: Control and analyze campaign on each stage Recommendation 2.: Research is required Recommendation 3.: Do not afraid to change goals during campaign Recommendation 4.: Spend part of your campaign to check your vision Control

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Web-analytics metrics Define business goal (re)define KPIs Quantitative metrics Action points Control Analysis Qualitative metrics Business goals drive KPI formulation that drive the data collection. Web analytics ask what is happening and directs other quantitative and qualitative studies to answer why it is happening. Goals definition The data is analyzed and action point are generated Ultimately, the purpose is to make data driven decisions on what to implement and optimize in the online marketing mix.

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Goals definition

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Goals definition

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Clear objectives are critical for formation of strategies, tactics and KPIs. Remember the SMART mnemonic: S - Specific M - Measurable A - Achievable R - Realistic T - Time-constrained Goals definition SMART principle

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Depending on the site type, KPIs metrics can differ. There are several websites, which are often a combination of different types. Thus, KPIs have to flexible in order to be matched with an individual case However, here is the list of the most important types providing a selection of metrics. KPI definition for web-site

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 How to construct KPIs for different site types?

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 The conversion funnel is a digital tool of your web channel subdivided into different stages and aimed to support the overall business goals. In breaks down the sales process into mainly 4 stages: 1.Awareness: bringing the product to customer intention 2.Interest: getting the customer excited about the product / service 3.Consideration: providing information in a friendly and educational way 4.Purchase: getting customer to buy a product / service How to establish the conversion funnel?

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Budget: 2010 Proportion of marketing budget in digital Source: marketing budget 2010: Effectiveness, Measurement and Allocation report

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 There are six main types of digital media channels or communications tools which marketers should review when developing their online media plans. Digital marketing. Channels Digital marketing –is the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Internet, mobile, TV, radio and any other form of digital media

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital marketing. Buzz marketing За 10 дней собрал более 1.5 млн. (!) просмотров в интернете, был показан по федеральным каналам, в газетах и зарубежных СМИ.

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital marketing. Buzz marketing

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Whilst digital marketing does include many of the techniques and practices contained within the category of Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of The Internet. As a result of this non-reliance on the Internet, the field of digital marketing includes a whole host of elements such as mobile phones, sms/mms, display / banner ads and digital outdoor. Digital marketing. Channels Channels of digital marketing: Banners Take overs Content/Design integration Games Banners network/text block with picture Microsite Web-site Sponsorship Search Engine Context ad. Social Networking Viral/influencing media Special project Display ad. Mobile Digital outdoor Blogging IM (instant messaging) Online PR

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Examples of Digital marketing

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Examples of Digital marketing

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Examples of Digital marketing

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Message Message should be short, simple and very clear: Do not use long message or unclear CTA:

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 How to measure digital (banner) campaign? ImpressionsClicks Clicks to call to action Call to Action (CTA) Reminder: Digital campaign should direct to corresponding info on the web-site Recommendation 1.: Atlas tracking Recommendation 2.: Gather benchmarks for own digital campaigns

166M Impressions 248K clicks 16K clicks on registration page 32K clicks on EA (orange button) 6,4K clicks on sign up confirmation 0,15 CTR 13% conversion to EA 49% conversion from LP to sing-up page 39% conversion from sing-up page to sign-up confirmation 87% drop-off rate 87% drop-off rate 51% drop-off rate from LP to Sign up 51% drop-off rate from LP to Sign up 61% drop-off rate from registration form to sign-up confirmation

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Performance measurement Good CTR (from toothpaste campaign to cars) is 0.1-0,15 CTR more than 1% is very good, but very rare. CTR определяется как отношение числа кликов на баннер или рекламное объявление к числу показов, измеряется в процентах%.

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Useful web-sites

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Useful web-sites Google.analytics

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Useful web-sites Live.Internet

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital cases Интерактивный бутик Kokokaka (Гетеборг, Швеция) создал потрясающий промо-сайт новой коллекции Wrangler Blue Bell. На сайте использован новый способ демонстрации одежды: посетитель с помощью курсора может управлять моделью, демонстрирующей одежду. В частности можно схватить его, толкнуть в любом направлении или даже раздеть. В роли модели выступает актер и дизайнер Tony Ward, ставший лицом всей коллекции денима 2010 Wrangler Blue Bell. Wrangler Blue Bell

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital cases Бренд Tipp-Ex коррекционная канцелярская лента запустил осенью на YouTube одну из самых оригинальных и увлекательных кампаний этого года. Особенностью данной кампании стала интерактивность пользователь может самостоятельно выбирать направление, в котором будет развиваться сюжет, а во-вторых, интеграция в интерфейс YouTube и взаимодействие с ним. Создатели кампании, французское агентство Buzzman и бренд Tipp-Ex, предлагают зрителям писать что будет в конце ролика, и смотреть, что из этого выйдет. К концу года начальное видео набрало более 13 миллионов просмотров. Сейчас 15М. Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris)«Hunter Shoots A Bear»

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Digital cases Tipp-Ex «Hunter Shoots A Bear» (Buzzman Paris)«Hunter Shoots A Bear»

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Assignment #1 Chose out of 10 suggested platforms the one(s) for Colgate Max White One toothpaste brand best capturing your target audience. Support your choice with objective argumentation. The platforms: -Woman.ru -Facebook.com -Kinopoisk.ru -Odnoklassniki.ru -Lookatme.ru -Afisha.ru -Mail.ru -Twitter -Livejournal.ru -Rbk.ru The criteria: -Popularity of web-site (=number of unique users) -Affinity (TA) -Content Group work: 15 minutes

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 1)(Corporate) blogs (Корпоративные) блоги Myth of mid2000: «no one reads our press-releases, BUT once we start a corporate blog, potential clients will multiply» + SEO-optimizers lobbying The peak of fashion is over, BUT If you understand, why you need it, whom & what about you will talk in the blog If the blog has author or authors GO FOR A BLOG! One of the best corporate blogs

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 2) Thematic groups in social networks (Тематические группы) Some questions to be answered: - what value will you give to users? -why should users join the group & participate in its life? - will your group make more sense than - will you «multiply realms» via creating an own group or join an existing group? Вконтакте: Существует ли дружба между Мужчиной и Женщиной? >500,000 участников.

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 3) Applications (Приложения) -Games incl. games with product placement -Integration of Uralsib brand into the app «Merry Farmer» Vkontakte

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 4) Social networks plugins (Плагины) -Opportunity to comment without registration -Likeboxes -Likes магазин детских игрушек Chaskor.ru

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 5) Influencers (Агенты влияния) Another myth of mid2000, now heavily criticized WHATS THE PROBLEM? -audience does not forgive influencers for lying (Utkonos case) -influencers are not always those with highest audience (e.g. Artem Lebedev with 5,000 female readers would hardly influence a deo buying decision) HOW TO USE INFLENCERS? - long-term partnership w/o any obligations from their side

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 6) Spam, mass following, chain invitations (Спам, массфоллоунг, веерные приглашения) NO. ABSOLUTE TABOO.

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 7) Master of complaints («Дежурный по рекламациям») - de-facto on-line hotline + service line with initiative from your side SOME RULES: - React fast, do not provoke an Alfa Bank case -Do not overreact -In crisis management situations have TOPs in!

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 8) Viral (Вирусы) - videos (количество просмотров около 30 миллионов). Актер – Нейл Патрик Хэррис podcasts (&pranks) - фотожабы (photogags?) Tribute to Crisis As of 2009 virals went interactive: «Dress us up» - commercials for an on-line shop

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media 9) Augmented reality (Дополненная реальность) What is it? Technologies allowing to augment, reconstruct reality via usage of a webcam & various detectors e.g.: detector of movement in a new Microsoft XBox play station e.g.: QR-code reading detector etc Wella Flex Interactive interactive site, where, blowing into a microphone, one can flex girs hairstyles Fashionista – virtual fitting room

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Instruments of Social Media PLUS ! Even if you do not campaign in social media, YOU ARE THERE! IT IS A MUST TO MONITOR PRESENCE OF A COMPANY (+ its BRENDS +its PEOPLE) in blogs (LiveJournal, blogpost, etc.) forums microblogs (twitter! et al.) social networks (odnoklassniki, Вконтакте, FB, etc) How to monitor? a)Do it yourself via b) Ask professionals like c) Use instruments brandspotter ( buzzware ( iqbuzz ( kribrum ( monitorix ( semanticforce ( wobot ( youscan (

DIGITAL MARKETING FOR COLGATE PALMOLIVE MOSCOW FEBRUARY 2011 Assignment #2 Each group will have 1 campaign target and 300K$. Chose the digital platform/channel which will best fulfill the communication target for your brand Support your choice with objective argumentation. Group 1: Increase Awareness Group 2: Change Perception Group 3: Create/Increase Intent to recommend Group 4: Increase Purchase (usage) Group 5: Increase Satisfaction level Group work: 15 minutes