western digital - communication plans 2013 (conducted by ebrand vietnam)
DESCRIPTION
eBrand's General branding solution Communication platform with emotional positioning The integrated model of communications Traditional PR Digital Marketing (support & long-term vision)TRANSCRIPT
eBrand – Idea for the Western Digital HDD
Communication2013
AGENDA
• Our mission in this document
• Recipe for Integrated solution
• Communication platform (briefly)
• Appendix
Mission of this document
“ To give Western Digital a snapshot about our Integrated Solution to implement a long-term
campaign online. To give WT a direction of communication and reflect on major elements of
the solution. To establish the fundamental for next steps...”
OUR SERVICES WITH “EBRANDOLOGY”
1. Browse the guidelines of marketing and branding (from the clients)
2. Browse the behavior of target users from offline to online
3. Browse the information of competitors and references
4. Run the Creative process, consistent with Branding directions in which Internet tools consulted by experts
5. Submit the final proposal
6. Implement the proposal and activate it online with monitoringprocess
This is the basic process we apply to all branding services provided to clients. We call it “eBrandology”. These 6 steps are:
eBrandology
eB’s Services
Recipe for Integrated Solution
7Private & Confidential – Copyright eBrand Co., Ltd 2009
We had the Exclusive recipes to serve Digital Marketing stakeholders!
8Private & Confidential – Copyright eBrand Co., Ltd 2009
Establish the Online Community (for/ofbrand’s consumers) aka. a space for their Common Interest(s).
Connect it with Social Network(s) and Mobilize it!
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And we Mobilize your Online Community
either!
Synchronize with Social Networks
CONTENT IS THE KING, BUT THINK ABOUT MAKE IT MORE SOCIAL!
Core platform is the macro-site to form a Community of
Consumbers
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And we Mobilize your Online Community
either!
Synchronize with Social Networks
2012
More Real time promotions, more
real time interaction, more content
types, more ideas for engagement
from ONLINE TO OFFLINE and
Mobile-line
A complete model for building
PERCEPTION and forward to
loyalty marketing!
Core platform is the macro-site to form a Community of
Consumbers
11Private & Confidential – Copyright eBrand Co., Ltd 2009
Establish the Online Community (for/of brand’s consumers) aka. a space for their Common Interest(s).
Connect it with Social Network(s) and Mobilize it!
WE WILL SHAPE A CONCEPT TO HIGHLIGHT THE COMMON INTEREST(s) AND LET US BRING BRANDOWNER TO THE HARVEST SEASON.
BUILDING The new generation of community platform
-Build a community sites with Components (01)- Apply a Process (02) of community Development- Apply a set of Guidelines (03) to communicate online- Apply a Activity-models (04) for members developing- Analyze and apply the Patterns (05) to research the community behaviors
-CONTENT IS THE KING and -LET THE CONTENT EXPERTS DO THEIR JOBs.
-DON’T TRY TO UTILIZE OTHERs
-AGE OF SOCIAL ORIENTED CONTENT
Scope of work in DetailsS
ys
tem
/pla
tfo
rm
• Online Community Building
• Develop Microsite/Mobile Platform/Social Channels
• Prepare the Internet infrastructure
• Monitor and maintenance the system
On
sit
e a
cti
vit
ies
• Organize the online activities (membership’s activities, games, affiliate programs...)
• Newsletter system
• Membership programs
• Align with Mobile tools and activities
Br
oa
dc
as
tin
g • Organize the Broadcasting process over Internet (Social Network, Forum seeding, Blogging, Evangelist programs, affiliate programs)
• SEO campaigns
Ad
ve
rti
sin
g • Banner Ads• Affiliate
programs• Facebook Ads• SEM (Google
Adwords)• Email
marketing
An
aly
ze
/As
se
ss • Customized
reports• Data analytics• Member
profiling and activating
“eBrand consults and implements the selected services to accomplish the goals set by clients!”
Consult client to build an Communication Platform in Long term vision
Create a proposal ort-term with Integrated Solution
Implement – Monitor – Assess – Modify (as the approved plan)
Communication Platform
& implementation at glance
15Private & Confidential – Copyright eBrand Co., Ltd 2009
01. “We are the MEN who keep the HDD
as a treasure. The dream about it is about “FASTEST”. The nightmare about it is “not-SAFE” (with the data)”
Story of WT HDD users
02. “The HDD is important because it is the
place I store our RICH-MEDIA content (the product from/for my mind to work”. By the way, I am a Designer/Architecture/Gamer (or both). I love IMAGINATION.
03. “I am ME. Strong characteristic”
16Private & Confidential – Copyright eBrand Co., Ltd 2009
01. “To be more different in communication”
Issues and demands from WT HDD
02. “To be more Emotional in communication”
This is what we lack of now
03. “To find an Experienced Digital Agency
to cascade a longterm vision communication”
After a long journey of ideas searching
We present to you the
“Western Sheriff - The man responsible for Fast Safety”
His duty is to keep safe the Data of MEN
(with good mind of imagination and
strong characteristic). He is very Fast and a
real man of Responsibilities.
And besides,
We present to you the
“Western Sheriff - The man responsible for Fast Safety”
...He is like “a-Casanova” (built from novels and films). And the Western world is a
rich material for content creator as
well as the ideas for activation.
How Western Sheriff can help?
-With a platform to support the HDD users “Fast to be safer”, he can share many things. Many users want to be like him (with Sheriff Badge), they will give a hand to form a community.
-With a mobile platform, HDD-issue-owner can quickly reach him (the mobile app) to be supported. (The old story: “...My HDD die, I cannot access Internet How I can be supported? It is solved now”
-With a gamification model like this, a lot of content can be integrated from site to Social Networks to connect the Gamers/Designers/Architectures.
20Private & Confidential – Copyright eBrand Co., Ltd 2009
With a green button from Western Digital, we will WOW you with how to implement this very
Different platform of communication!!!
Waiting for your signal...
Appendix
Content producing and mobile platform showcase
mPier mobile platform will differentiate
the community of consumers!!!
Available for Android & iOS
WH-QUESTIONS
CONTACT USAccount Team
eBrand Co., Ltd.
[A] 339/46 Le Van Sy, Ward 13, District 3, HCM, Vietnam.
[T] (+84.8) 3526 4554
[W] http://www.ebrand.vn
[E] [email protected] - Account Manager
“Life is a miracle initiated from a simple movement. So is that
you contact us now!”