unme jeans: branding in web 2.0

UnME Jeans: Branding in Web 2.0

Agenda

• Evolution of Marketing Media• Web 2.0 Concept• UnME Jeans and Web 2.0 Marketing

• Media selection• Implementation• Measurement of media’s effectiveness

EVOLUTION OF MARKETING MEDIA : WEB 2.0 CONCEPT : UNME JEANS AND WEB 2.0

Evolution of Marketing Media


Media Advertising


Web 1.0 to Web 2.0


Evolution of Marketing Media

• One way communication• Traditional media: television, radio, and publishing• Internet network of Web 1.0: online banner advertising,

search engine, and website• Two ways communication

• Convergence lifestyle social network of Web 2.0



• Social network on cyber world• Two ways communication• A commonly associated with web applications whichfacilitate interactive information sharing, interoperability,user-centered design and collaboration on the World Wide Web

Web 2.0

Why Web 2.0? Trend?

• Consumers’ media habits were rapidly changing.• Consumers were besieged with over 5,000 advertising messages each day,

making it difficult for marketers to break through the clutter.• Consumers were less willing to be interrupted by advertising.


Web 2.0 + 4 Culture Ideology


1. Consumer Co-Creation2. Social Affiliation3. Digital Self Expression4. Sharing

Consumer Co-Creation


Ability to contribute through the online conversation

Social Affiliation


Sense of community via online connection

Digital Self Expression


Be online rather than go online/ Express identity online

Sharing


Be partner not only customer/ peer to peer relationship/ discussion

UnME JeansA fashion denim jeans with unique style, trendy, and premium price inniche market


Target MarketActive teenage girl aged between12-24 years old who have uniquestyle and taste in fashion

Why Web 2.0?

• Consumers’ media habits were rapidly changing.• Consumers were besieged with over 5,000 advertising messages each day,

making it difficult for marketers to break through the clutter.• Consumers were less willing to be interrupted by advertising.


UnME SWOT Analysis


UnME Jeans Current Media Plan


Problem


• Traditional media doesn’t effective anymore.• Small business with low advertising budget• Challenging to integrate Web 2.0 with traditional media plan.

UnMEJeans

Advertising Agency’s 3 Alternatives



• More than 300 million active users• Average user has 130 friends on the site• More than 14 million videos uploaded each month• More than 2 billion pieces of content (web links,

news stories, blog posts, notes, photos, etc.) shared each week

There are more than 65 million active userscurrently accessing Facebook through theirmobile devices


• Page / become-fan / quiz / game / new feed• The maximum frequency , the longest spend time, present

update, better interaction• Typical Members are high school/college students


• Visual world• Interact with each other and share their styles.• Create shop of UnME jean• Most apparel brand create visual shop in visual world• Target at people under 25-34 years old


• A video sharing website• Users create video ads to show their styles• Can create Word of Month.• Typical members are the video loving masses• Hard to control the contents

Cost Comparison



Approved

Advantages


Risks / How to overcome


How should UnME spend budget on Web 2.0?


Ineffective Marketing Budget Spending


Media Habits: Ad spending and Household Time Spent


UnME Should spendmoney on Web 2.0 !!!

By allocating budget to the right social media channel, UnME can effectively deliver the core message to the target.



Integration: Traditional media + Web 2.0How?

Measurement• Conversion Ratio• Retention Ratio


Conversion Ratio

This ratio refers to the effectiveness to make brand awareness for customer’s decision after perceived advertising on social media network such as Facebook.



Conversion Ratio

This ratio refers to the effectiveness to make brand awareness for customer’s decision after perceived advertising on social media network such as Facebook.

= Number of purchased order from Zwinktopia Total number of Fan Subscriber from Facebook (received coupon to redeem at Zwinktopia)


Retention RatioThis ratio refers to the proportion of customer who purchased UnME at the social media channel (Zwinktopia) and retain to buy more product at non-virtual distribution channel.

= Number of customer who buy UnME product from department store Total number of customer who use the electronic coupon for redeeming it at Zwinktopia

Is UnME is the right brand to advertise via Web 2.0?

UnME• Trendy• Unique Identities• Promote Tolerance• Appreciation for differences• of opinion and taste• Teenage girl 12-24 years old


Web 2.0• Consumer Co-creation• Social Affiliation• Digital Self Expression• Sharing• Generation Y

Advantages of using Web 2.0

• Web 2.0 is match for marketing to generation Y• Less cost than traditional media in long term• Could explode the brand to the huge community in cyber world• Follow the trend of social communication• Company could surveys its target consumers’ opinion directly• Create brand awareness and attraction to target group effectively


Disadvantages of using Web 2.0

• Hard to control the message on social network of Web 2.0• Hard to measurement the result• More risky than traditional media• Social media sites don’t have much relevant and support content• The company would not be able to leverage over the longer term• Social network could be Fad


To make social media plan more effective....

• Keep updated with new trend• Link the advertising with other information

fellow website such as twitter• Co design software package with other media

such as i-phone widget, sms via mobile phone• Add new feature frequently. For example, the

latest game on Facebook every week


Thanks!

unme jeans: branding in web 2.0

Business

world wide web web

web applications

concept unme jeans

consumers media habits

fashion denim jeans

online banner advertising

advertising messages

online connection