unme presentation[1]
TRANSCRIPT
Monday, November 16, 2009
Monday, November 16, 2009
Arthidtaya Sahawatwong D520004
Ekachai Tangsinphunchai D520097
Nattawadee Tanawansombat D520102
Prapada Prapan D520050
Tanarat Eaksuchon D520073
Thititham Rojanapruk D520081
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Member
kongkoi moosama tle aomm benz petch
Monday, November 16, 2009
Evolution of Marketing Media
Web 2.0 Concept
UnME Jeans and Web 2.0 Marketing
Agenda
Media selection
Implementation
Measurement of media’s effectiveness
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Evolution of Marketing Media
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Magazine 1
731
Radio 1896
Television 1930s
Internet Web 2.0
Internet Web 1.0
Media AdvertisingN
ewsp
aper
170
4
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Web 1.0 to Web 2.0
Monday, November 16, 2009
One way communication
Evolution of Marketing Media
Traditional media: television, radio, and publishing Internet network of Web 1.0: online banner advertising,
search engine, and website
Convergence lifestyle social network of Web 2.0
Two ways communication
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
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Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Web 2.0 Social network on cyber world Two ways communication A commonly associated with web applications which
facilitate interactive information sharing, interoperability, user-centered design and collaboration on the World Wide Web
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
1. Consumers’ media habits were rapidly changing2. Consumers were besieged with over 5,000 advertising messages each day, making it difficult for marketers to break through the clutter.3. Consumers were less willing to be interrupted by advertising
Why Web 2.0? Trend?
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
1. Consumer Co-Creation2. Social Affiliation3. Digital Self Expression4. Sharing
Web 2.0 + 4 Culture Ideology
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Consumer Co-CreationAbility to contribute through the online conversation
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Social AffiliationSense of community via online connection
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Digital Self ExpressionBe online rather than go online/ Express identity online
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
SharingBe partner not only customer/ peer to peer relationship/ discussion
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
A fashion denim jeans with unique style, trendy, and premium price in niche market
Target MarketActive teenage girl aged between 12-24 years old who have unique style and taste in fashion
UnME Jeans
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
UnME SWOT Analysis
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
UnME Jeans Current Media Plan
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Traditional media doesn’t effective anymore. Small business with low advertising budget Challenging to integrate Web 2.0 with traditional media plan.
Problem
UnME Jeans Advertising Media
Dicision
Traditional Media
Social Network of Web 2.0
Why?
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
2003 2005 2007
Advertising Agency’s 3 Alternatives
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
• 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 users currently accessing Facebook through their mobile devices
2003
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Page/become fan/quiz/game/
new feed
The maximum frequency , the
longest spend time, present
update, better interaction
Typical Members are high
school and college students
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
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
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
A video sharing website
Users create video ads to
show their styles
Can create Word of Month.
Typical members is the
video loving masses
Hard to control the
contents
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Traditional ------ Facebook $350,000+600/yr. (% of Traditional+Web 1.0) Zwinktopia $200,000+100/yr. (% of Traditional+Web 1.0) YouTube $300,000+40CPM (% of Traditional+Web 1.0)
Cost Comparison
Media Type Budget/ Year
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Approved
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
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Advantages/ How to betterEvolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
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Risk/ How to overcomeEvolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
How should UnME spend budget on Web 2.0?
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Show the ineffective marketing budget spending
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
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Media Habits: Ad spending and Household Time Spent
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
35%!
8%!
20%!
7%!
7%!
7%!
8%!
8%!
UnME new plan(based on customer spending time)!
TV!
Magazine!
Radio!
Online Banner!
Google serch!
Zwinktopia!
Facebook!
YouTube!
74%!
15%!
7%!
2%! 2%!
UnME current budget!
TV!
Magazine!
Radio!
Online Banner!
Google serch!
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Allocating budget to the right social media channel, UnME can effectively deliver the core message to the target
UnME Should spend money on Web 2.0 !!!
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Integration: Traditional media + Web 2.0
How?!"#$%&'(#)*+,$%#**
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Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
สวยมั้ย!!!
Application
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
1. Conversion Ratio2. Retention Ratio
Measurement Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
1. Conversion RatioNumber of purchased order from Zwinktopia Total number of Fan Subscriber
from Facebook (received coupon to redeem at Zwinktopia)
Conversion Ratio: This ratio refers to the effectiveness to make a brand awareness for customer’s decision after perceived advertising on social media network such as Facebook
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
2. Retention RatioNumber of customer who buy UnME product from department store
Total number of customer who use the electronic coupon for redeeming it at Zwinktopia
Retention Ratio: This 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
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
Trendy Unique Identities Promote Tolerance Appreciation for differences
of opinion and taste Teenage girl 12-24 years old
Does UnME is the right brand to advertise via Web 2.0?
Consumer Co-creation Social Affiliation Digital Self Expression Sharing Generation Y
Right Brand, Right Media
UnME Web 2.0
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
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
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
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
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009
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
Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Monday, November 16, 2009