BMW Digital Marketing 2012 Presented by eBrand Vietnam
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Objectives – Enhance brand awareness – Attract potential & new customers – Generate new leads – Increase showroom traffic – Improve customer database: quantitative and qualitative (targeting: reach – consumers with real interest in our products; gain deeper insights into customer – Profiles: their interests, needs, lifestyles, etc.) get valuable data
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BMW Digital Marketing 2012 Presented by eBrand Vietnam
- 1. BMW Digital Marketing 2012 Presented by eBrand Co.,
- 2. Project requirements • Objectives – – – – – – Enhance brand awareness Attract potential & new customers Generate new leads Increase showroom traffic Improve customer database: quantitative and qualitative (targeting: reach consumers with real interest in our products; gain deeper insights into customer – Profiles: their interests, needs, lifestyles, etc.) get valuable data • Conclusion to drive – Online marketing is a great method at this time – But we have to choose an appropriate way – The characteristic of BMW must be built and get along with "philosophical, exclusive, trend leading, innovative tools of communication“
- 3. Project requirements • Must be resolved by the proposal – A. Optimize existing digital marketing channels: • Corporate Website • Facebook Fan Page • Search Engine Optimization (SEO) – B. Exploit new digital channels – C. Continuously create digital input: • Update information, news, events on regular basis to keep consumers informed • Ensure that published information is always valid
- 4. Presentation Will-s and Won't-s • Will-s – Present the concept and put client aboard – Draw a skeleton with the appropriate development roadmap of the campaign – High-level estimation with detail overseen • Won't-s – Show the detail knowledge about all series of BMW – Finalize the design, but Illustrate the idea with visuals – Detail all activities – Finalize the wording (using EN) – Detail every penny
- 5. Objectives requested from client vs. Direction to resolve • Requested – Site optimize – Search Engine Optimization – Explore new channles • Direction – Plug a new platform in – Develop a concept to Gel every activities – Maximize the communication effectiveness over the Internet's channels
- 6. Methodology • • What have we researched? – Brand guidelines – Brand activities locally/regionally/worldwide – Competitors – Target audiences – The current market – The current online market – The branding requirements What have we experienced? – The digital campaigns with other products – The digital campaign with hightech, premium product – Community construction and promoting with media, social media
- 8. Strategy of communication Targeted audience communicat ion Solid kernel of targeted audiences vs. mass observers/f ollowers Consistent in 360o Channels Communication Direct message with BMW involvement Long term visioned story, on a community (member centric)
- 9. Dialogue with Mr. X (Target audience)
- 10. Dialogue with Mr. X (Target audience) “Where I can join other Bimers??” “Bring the challenges here!!!” “I am a BMW fan and I want to shout that out!” “I look for a better service for my car.” “My dream will come true, I am fighting for …” “Knowing more about inside the car is what I tend to…” “Of course, Bimer is high-standardized!” “When can I have my own BMW??? “I have many interests, you can see!”
- 11. Core value from the platform • User can find the joy from being IN a community sharing the same life-style but still being Unique • User can find the joy of experience the real benefits given from BMW to make his desire/his dream for a BMW come true • User can see how the gained joy influence on his life positively • Added value: User can find the joy of using Internet time more effectively, usefully
- 12. Mr.X will not fall in to these situations Be lonely in a crowded place Be dreamming with unreal plans Waste time into nonsense pursuit
- 14. Being IN in.bmw.vn “The JOY from being IN. Mr. X, you will find your JOY by joining the community you belong to and exploring the journey while sitting in the BMW!”
- 15. – – – – – Mr.X always proactively IN an activity He's IN means he's with his buddies, showing himself Only being IN, he can feel BMW for real Jump IN real things will bring him real joy in real life IN also created a flexible element to play with wording
- 16. Concept implementation prerequisites • • • • • • • Call to action, Being IN highlighted everywhere! Direct communication Visualization focused Easy to navigate Interactive Encourage to recommend/invite friends/comment/assess/like Full-fill database aiming with customized tools
- 17. Implementation • • • • • Platform development Media 360 to arrest the audiences Explore the key activities Home site aligning with external channels Explore the media 360 in details Let’s !
- 19. Welcome to IN space! IN Home IN BMW Machine Specification Catelogue TVC IN Zone IN Spirit IN Channel In People IN-Courage Arcade Game IN Club IN YO! BMW's Event Yo Garage! Life-style Community Car's news Personal information Life adventure Featured INMembers BMW's News Yo! activties
- 20. X finds the JOY from Being IN And he gets friend with Cuong at “IN ZONE” NAM CUONG Actually “IN BMW” is one of the great section NAM & CUONG are interested in At “IN BMW”, they update latest information about BMW series, their dream CUONG is a featured member of IN. He often shares and write articles posted at “IN PEOPLE” CUONG owns a BMW and is a very active member of IN CLUB
- 21. X finds the JOY from Being IN NAM found himself being with CUONG and other friends. NAM Getting more friends, they know more about life style, life adventure. That’s what they call “IN SPIRIT” CUONG CUONG This 2012, they will conquer Everest, which was the dream of NAM
- 22. X finds the JOY from Being IN NAM Although the life is so busy but IN always catches CUONG CUONG & NAM attention. IN CHANNELS get them updated and invite them into BMW activities and interest events CUONG
- 23. X finds the JOY from Being IN EXCLUSIVE @IN 2012 NAM CUONG IN – COURAGE GAME 2012 – 3 episode of “LOST” CUONG
- 24. X finds the JOY from Being IN CUONG NAM CUONG invites NAM to Join IN CLUB with great activities
- 25. X finds the JOY from Being IN CUONG IN YO! Where I show my IN-Spirit to the world NAM
- 26. Media 360 to arrest the audiences
- 27. Explore the key activities
- 29. Summary • • • • • • IN-People’s shows IN off road Test Drive Registration Recruitment BMW collection contest IN-Courage Game – 3 episodes of “LOST” IN-Mobile application
- 32. ACTIVITIES LANDSCAPE Content updating Talks (Interviews) Newsletters Community sharings Viral campaigns IN CLUB events Viral campaigns IN-Game 2012 [Test Drive Registration ] 2012 Viral campaigns IN-App for mobile Viral campaigns
- 33. • • • • • IN Talkshow 2 months/time Quantity: 50 members Place: Restaurant or an eco-tourism Topic: depends on each talkshow term Objective: to connect members and exchange with BMW Auto Euro • Content: Invite influencers to talking about themselves. High-light Who they are and What they do to being success. • Talkshow will be reported on IN Zone
- 34. IN Talkshow • Influencers are representation of BMWer. What they are doing make the others desire and want be them. • The common points: – All of them are using BMW – They are successful – They know to JOY their life
- 35. Influencers suggestion (draft) Model & Singer Hồ Ngọc Hà Businessman Đoàn Nguyên Đức VN Football star Thành Lương
- 36. IN off road • Objective: create a play park for members to JOY their journey • Time: every 3 months • Vehicles: by themselves • Off road will be launched by IN Club • BMW is the sponsor
- 37. BMW Sniper • Members catch BMW’s images around their eyes. • All images will be upload automatic to IN Yo where they can host captured images by BMW Sniper application • All comments, likes for those images will be synchronized with Facebook
- 39. Test Drive Registration 2012 • • • • • Align with BMW campaign Activate online community to join 50 members/day Voucher discount Invite target audiences: News letter, Banner ads on BIMWIN, viral marketing,…
- 40. EXCLUSIVE @IN 2012 IN – COURAGE GAME 2012 – 3 episode of “LOST”
- 41. IN – COURAGE GAME 2012 • Adventure and intellectual game • Character is a representation of BMWer: Success, smart, modern and dynamic • Character need to use their deep thinking skills, inference thinking and all applications on their phone to solve problem and win the game • BMW will be the car that the character using through out the game (imaginary) • BMW advertising banner also appear on the game • The game will be parted by espisodes
- 42. Game illustrated
- 48. Mobile application – IN App A useful app – member activated • • • • GPS allow user find the nearest garage around 5km This application can apply on iOS and Android OS Range of use: over VN Every action on this apps can be synchronized with IN platform Updates Downloads resouces Car tips Garages database from IN Event notifications Member interaction
- 49. Explore the media 360 in details
- 50. Media Landscape Paid Media Social Media Viral Marketing PR Article Group Buy Email Marketing Mobile Marketing
- 51. Media Objectives • Increase concept perception • Increase brand awareness • Drive traffic to In.BMW platform • Detect & serve each single potential client • Push information deeper in brand community
- 52. Right message Right place Right time Right manner Media campaign must be Targeted + Managed
- 53. Paid Social Viral PR Media Media Marketing Articles • Increase concept perception • Increase brand awareness • Drive traffic to In.BMW platform • Increase concept perception • Increase brand awareness • Drive traffic to In.BMW platform • Detect & serve each single potential client • Push information deeper in brand community • Increase concept perception • Increase brand awareness • Drive traffic to In.BMW platform • Detect & serve each single potential client • Push information deeper in brand community • Increase concept perception • Increase brand awareness Theme Consistent – Customer Oriented - Interactive • Increase concept perception • Increase brand awareness • Drive traffic to In.BMW platform • Increase concept perception • Increase brand awareness • Drive traffic to In.BMW platform Group Email buy Marketing • Customer WOW service • Increase traffic to website Mobile Marketing
- 54. Including Paid Media • GG Ads • FB Ads • Banner Ads 54
- 55. Including • GG Ads Paid Media We are the No.1 on Search Engines 55
- 56. FB Ads Paid Media – Be consistent with main concept BMW M offered an exclusive event in Spain where BMW owners and fans could discover the new M5. reach see Click Feel ‘In’ 56
- 57. Banner Ads Paid Media – Show up the concept – Rich media / Interactive 57
- 59. Social Media
- 60. Category Social network Video Channel Photo Channel Document Sharing Channel Blog Online Bookmarks Social Media
- 61. Channel list Community building on: Social Media Spreading content on:
- 62. Facebook Fanpage Social Media • Content syncronizing with in.BMW website. • Face to face communicate with potential customers. • Fast & Instant channel to push information to community.
- 63. Facebook Fanpage Social Media - Content on Fanpage: • Products • Activities daily update. • IN Race • Garage Positioning System Application
- 65. IN.BMW Member Recruitment Pyramid Viral Marketing Take action Get involved Being interested Being aware - Participate in in.BMW activities - Using in.BMW function. - Share to friend, call friend to join with them. - Being fan of fanpage, register on website. - Follow up and join in in.BMW community. - Like, comment on the content. - Search about BMW, in.BMW,…. - See the banner, hot box. - Read the content (Text, story, photos, videos,…)
- 66. Step by Step Commnunication Being aware Viral Marketing - See the banner, hot box. - Read the content (Text, story, photos, videos,…) • Online Seeding • Personal publisher • Launch banner • Launch Hot Box – Hot Topic • Launch the platform - Website - Fanpage
- 67. Step by Step Commnunication Being interested Viral Marketing - Like, comment on the content. - Search about BMW, in.BMW,…. • Push interesting content to online environment - TVC - Articles -Create discussion trend about JOY concept (Successful, Travel, challenging,...) • Personal publishing • Seeding & Cheer up the in.BMW trend • Using Influencer to call community to action
- 68. Step by Step Commnunication Get involved Viral Marketing - Being fan of fanpage, register on website. - Follow up and join in in.BMW community. • Activity launching • Bring benefits to member • Run online WOW service campaign
- 69. Step by Step Commnunication Take action Viral Marketing - Participate in in.BMW activities - Using in.BMW function. - Share to friend, call friend to join with them. • Run online activity • Run contest • Seeding about the action • Launching Sales / Promotion program • Launching Group Buy program • Show up / Report the action of member in activities • Offline activity
- 70. Action list On Sponsor Forum(5) Viral Marketing Hot Box: Open a hot box in long term on each forum (All year long) - Push out information directly and frequently to these forum members. - Official serve the information needs for these forum members - Introducing about each BMW car Unique Activity: Organize unique activities on each forum Special benefits: Bring many special benefits to these forum member Official Accounts: Use official account to communicate with these forum member: - BMW customer service - BMW technical support - BMW sales - BMW marketing Influencers: Use a group of 5 prestige members to recruite other members on these forum into an invisible fan group right on forum Online WOW customer service: - Recognize - Tracking - Serve - Consult potential client right on forum enviroment - Detect client’s complaint and take care directly. New thread Seeding: Seeding information, discussion around BMW products & BMW campaign Discussion Seeding: Join in to other cars thread and navigate the discussion to BMW
- 71. Action list Seeding Forum(30) Viral Marketing Recognize - Tracking - Serve - Consult potential client right on forum enviroment Seeding information, discussion around BMW products & BMW campaign Join in to other cars thread and navigate the discussion to BMW
- 72. Channel list Sponsor Forum (5) 1 http://www.otofun.net/forum.php Viral Marketing 2 http://www.vietcaravan.com/ 3 http://www.hdvietnam.com/ 4 http://www.vnav.vn/forum/index.php 5 http://www.vnecon.vn/forum.php 117,679 9,560 402,743 30,508 708,137
- 73. Channel list Forum Seeding (30) 1 http://www.otosaigon.com/Forum/ Viral Marketing Cars 159,825 2 http://xehoivietnam.com/forum/ 3 http://otofc.com/forum/forum.php 4 http://phunuvaxehoi.com/ 5 http://www.tinhte.vn/forum/ 15,123 6,891 1,059,485 6 http://gsm.vn/forum.php 7 http://vozforums.com/ Hi-tech & For Man 567,386 329,490 8 http://handheld.vn/forum.php 124,299 9 http://forum.tech24.vn/ 943,018 10 http://www.vnphoto.net/forums/ 74,661 11 http://diendanbongda.com.vn/ 27,302 12 http://truongton.net/forum/ 13 http://www.webtretho.com/forum/ 1,347,949 587,200 Modern Family 14 http://www.lamchame.com/forum/forum.php - Women 15 http://diendan.phununet.com/ 161,359 16 http://www.diendan.eva.vn/ 222,133 37,597
- 74. Channel list Seeding Forum (30) 17 http://www.yeuamnhac.com/music/ Viral Marketing 18 http://www.hihihehe.com/f/forum.php Modern Youth 880,358 515,752 19 http://www.5giay.vn/index.php 510,917 20 http://www.dienanh.net/forums/forum.php 355,433 21 http://forum.zing.vn/ 22 http://www.beat.vn/forum/forum.php 23 http://www.diendancacanh.com/forum/forum.php 5,174,658 115,762 23,898 24 http://www.aquabird.com.vn/forum/forum.php 25 http://dragonfish.com.vn/forum/index.php 49,532 26 http://vietdog.com/forum/index.php 18,144 27 http://www.clbmohinh.com/forum/default.aspx Hi-class Hobbies 15,159 28 http://clbxeco.com/index.php Travel Professional 9,701 29 http://www.phuot.vn/ 40,748 30 http://www.diendankientruc.com/vbb/index.php 94,580
- 75. PR angles PR Article IN.BMW Life Style IN.BMW Promotion IN.BMW Activities
- 77. Hoang Minh Ngoc Hai - Director eBrand Co., Ltd. [A] 333/46 Le Van Sy, Ward 13, District 3, HCM, Vietnam. [T] (+84.8) 6272 6462 | [F] (+84.8) 3526 4554 [W] http://www.ebrand.vn [E] contact@ebrand.vn [IN contact] http://in.bmw.vn/dongkixot THANK YOU!