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CASE STUDY
TARADSOLUTION
15 Jul 2010

Objective
? Brand Awareness
�C Buzz
�C Online Influencer
�C Technology and Innovation
? Sale and Lead
? Drive Traffic

Awareness
? Increase awareness
? Create Brand
�C Buzz
�C Online Influencer
�C Technology and Innovation

AWARENESS : CHANG FOOTBALL
2010

Media Support
? SiamSport , Sanook , Msn, ads on Facebook

Detail Campaign
? Time Development : 2 Weeks
? Run Duration : 7 Jun �C 11 July (34 Day)
? Human Resource :
�C 1 Project Manager
�C 2 Graphic Designer
�C 1 Flash Programming
�C 1 Programmer PHP
? Budget : 700,000 THB

Result
? ???? ????????????????????? 8,893 User
?
? E-mail ????????? 3,475 ??
? ???????????????????? 62,430 ????

Facebook
No of Fans :

01/06/10 3,678
Now 5,992

** 2,314 Fans Page

://www.facebook.com/Changworld
://
http:// . . /

Twitter Stat

@Chang_beer

Following : 2,001
Followers : 1,338
Tweets : 475

3.6 tweets / Day

Launch HTC Magic
??? ???? HTC MAGIC Android ?????? ??????? ????????????????? ??

HTC Strategy Plan
Buzz ??
? Create Stickiness
? Create Sales : E-Commerce
? Social Network
? Online Influencer

HTC.taradpay.com
Game Application

Facebook and Twitter :
Online Influencer
HTCthailand
@sugree

Exiting Member and New Member

**Update Now : Facebook 6,225 Twitter : 3,620

HTC Online Dealer

HTC Magic
???????????? Android Phone ??????? ??????? Google ??????????????????
?????
??????????????????? ??????????

HTC Thailand
(www.HTCThailand.com)

? Sell HTC Products
? Pay via Credit Card, Counter
Service
? Get more sale from customer
upcountry

?????????????????? Geek ??? IT
?

??????????????
?

??? ?????????????????????????
??
? ????????????????????? ???? ????? (Awareness)
? ????? ???? ?????????????????????
? ??? ???????????? ????? ????????? ??????????????
? ??????????? ??????????????????? (Traffic)
? ???????????????? (Sale)

???????????????????????????
?

Duration : 24 Jul �C 10 Aug 09
Unlock HTC magic : ???? ???????? ?????? ?????? 4,770

The Winner Unlock HTC Magic

???????? Big Bonus 1 ?? ??
?????????? Unlock Magic ?????? 8 ?? ??

Detail Campaign
? Total Campaign : Jul �C Sep
? Time Develop :
�C Online Dealer : 2 Week
�C Game Application : 2 Week
? Human Resource :
�C 2 Graphic Designer
�C 1 Flash Programming
? Total Budget : 400,000 THB

Result
Google Analytic Unlock HTC Magic
Fri,Aug 7,2009
Visits 2,249

Total Visit : 13,332

Google Analytic Unlock HTC Magic

Ad on Facebook

Impression ??? ?????????????????
Click ??? ????????????????????? ?????????
CTR ??? ????????????

Summary : campaign Unlock HTC within 1
week
? ???????? ? Website ?????? 13,332 ?? ??? ???? ?????? ????? 8,078 ????? ???? ?
5,254 ????????? ???????????? ??? ????? ????????????? 4,770 ??
? ?? ??????????? ??? ???????????? ????????????????????
unlockhtcmagic.htcthailand.com , pdamobiz.com ,
siamphone.com ,apps.facebook.com ,mrpalm.com

?????? ????? 28/8/09 �C 15/9/09
?????????????????? 69 ??????

Hash tag in website
lab

#DesireTH ????????? 1
#Thaitrend http://www.lab.in.th/thaitrend/
????????? 2 ??? 3 ????? #appreview #ittwit ????? tweet ???????????
HTC ?????????

Tweets ??? tag #DesireTH ????????? 690 tweets
(10/06/2010)

AWARENESS (TECHNOLOGY) :
E-COMMERCE LOCATION

????????? Location + Augmented Reality E-
Commerce ?????????????????

SALE & Leads
? Increase sale
? Create inquiry
? Get lead and prospect

CREATE SALE AND LEAD :
WINDOWS

Microsoft Online Store
? Sell MS Products
? Pay via Credit Card, Counter
Service
? Get more sale from customer
upcountry

???????????? ????????
?
(Online Payment)

?? ????? Software ??? Microsoft Thailand
http://www.msonlinestore.com/

?????????????? Traffic

Twitter.com/windows7Thai www.facebook.com ???????? Microsoft

???????? ????? ??? ?

www.facebook.com

Twitter.com/windows7Thai

Value : Mar - May

Estimate Total Value : 400,00 within 3 Month

Detail Project :
? Time Development : 2 Weeks
? Human Resource :
�C 1 Graphic Design
? Budget : 200,000
? Launch Project : 20 Feb - Now

CREATE SALE AND LEAD : SUMSUNG
OMNIA

www.Omnia.in.th

-E-Commerce : Online Booking new Phone
- Payment System (TARADpay)
- Community
- Gilter: to Social Network

Target : 20 Units
Media & Strategy

- Media Plan to Target Customer Site
- Tie-in TV

Click Here��

Result Omnia forum
- 92 Phone Booking (3,000 baht each)
- Get 272,000 baht within 2 week

Detail Project : SAMSUNG Omnia
? Time Development : 2 Week
? Human Resource :
�C 1 Programming
�C 2 Graphic and Flash Programming
? Budget : 250,000

Traffic
? Increase sale
? Create inquiry
? Get lead and prospect

? Sending 10,000 Email
? Open Rate 4,399 (43%)
? Click 1,664 (37%)
? More than 1,300 participation

63%
37%

51%
49%

FEDERBRAU Code Link to your
Friend

Federbrau Code link

PR FEDERBRAU Code Link from
Member

http://www.pantip.com/cafe/food/topic/D7600862/D7600862.html

Member

http://mrjack.i-greenspace.com/profiles/Default/displayProfile.php?friendID=9960

Member

http://www.fwdder.com/topic/116336

Member

http://www.liverpoolthailand.com/forum/index.php?s=228d25fdcbb8e6b562ef21ccda785988&showtopic=14738

SeasonIII @BLU-O

75%
25%

49%
51%

Time : 7 days
Participation : 671 person

FEDERBRAU Code Link to your
Friend
? New Member 426
? Old Member 245
? All Member participate 671
? All point of member 7,159

E-mail and Viral Marketing :24-27/7/08

? Open Rate 22,049
? Click 1,261

Google Analytic : Traffic source

Truemove 3G : Member

April 3872
Present 8791

**Growth Rate : 127%

Facebook.com/TrueMove3G
15 June-�C -25- June
2501
May 0108 June
08 JuneJune JuneJune
15

Twitter.com/mytruemove

April 222
Present 813

**Growth Rate 266%

Facebook.com/Thaigreenroof

Launch Page : 15 Jun �C 15 Jul
Have 1,081 People Like This
with in 1 month

Measurement Techniques
tracking the effectiveness of digital marketing and determine the deliverable results

Business Metrics
? ROI = Return on Investment
If you spend 1000$ on your website and earn 2000$ your ROI is 200%

Return - investment = net gain.
Net gain / investment = ROI
? Sales
Higher sales = good website
? Leads
You do not sell directly on your website? You do want users to contact you via your
site instead? Measure leads
? Conversions
Measure conversions for website or marketing campaign success metric.
? Subscribers
E-mail mailing list subscription, RSS Feed Reader

Usability metrics
? Returning visitors
the more returning visitors come back the better, the more successful you are
? Page views per visit
tell you a whole lot about how much your visitors like your website. A 1 to 1 ratio
is bad unless they all click the buy button instantly.
? Time on page
it show how reader behavior, whether people just skim your content or read your
whole article among others
? Time on site
It��s not always the longer the better but 5 minutes is in most cases better than 30
seconds, especially for a publishing site or simply a blog.
? Bounce rate

Acquisition Cost = Advertising Cost
Number of Click-Throughs
(Visits)

For example
Promotional campaign cost $10,000 and it resulted in 100,000 click-
throughs,

Customer Acquisition Cost = $10,000 = $.10.
100,000
Average Customer Acquisition Cost
? Search $7 and $10
? Yellow Pages $15 and $25
? E-mail $40 to 80
? Direct mail $60 to 80
Source : http://www.mediapost.com/dtls_dsp_SearchInsider.cfm?fnl=050203

Conversion Cost = Advertising Costs
Number of sales
(or purchases)

? Cost per Sale
Transaction

Normal Best

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