UnME Presentation

Monday, November 16, 2009

Evolution of Marketing Media : Web 2.0 Concept : UnME Jeans and Web 2.0
Arthidtaya Sahawatwong D520004

Member
Ekachai Tangsinphunchai D520097
Nattawadee Tanawansombat D520102
Prapada Prapan D520050
Tanarat Eaksuchon D520073
Thititham Rojanapruk D520081
kongkoi moosama tle aomm benz petch

Agenda
Evolution of Marketing Media

Web 2.0 Concept
UnME Jeans and Web 2.0 Marketing
Media selection
Implementation
Measurement of media’s effectiveness


Media Advertising
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M e v i si o n 1
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Internet Web 1.0

Inter
net W
eb 2.
0

Web 1.0 to Web 2.0


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

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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


Why Web 2.0? Trend?

1. Consumers’ media habits were rapidly changing
2. 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

Web 2.0 + 4 Culture Ideology
1. Consumer Co-Creation
2. Social Affiliation
3. Digital Self Expression
4. 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 Jeans
A fashion denim jeans with unique
style, trendy, and premium price in
niche market
Target Market
Active teenage girl aged between
12-24 years old who have unique
style and taste in fashion

UnME SWOT Analysis


UnME Jeans Current Media Plan


Problem
Traditional media doesn’t effective anymore. Why?
Small business with low advertising budget
Challenging to integrate Web 2.0 with traditional media plan.
Traditional Media
Advertising Media
UnME Jeans Dicision
Social Network of Web 2.0

Advertising Agency’s 3 Alternatives
2003 2005 2007

• 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
2003 There are more than 65 million active users
currently accessing Facebook through their
mobile devices

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


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 is the
video loving masses
Hard to control the
contents

Cost Comparison
Media Type Budget/ Year
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)

Approved
Advantages/ How to better

Risk/ How to overcome

How should UnME spend budget on Web 2.0?

Show the ineffective marketing budget spending

Media Habits: Ad spending and Household Time Spent
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UnME new plan(based on customer spending time)!
8%! TV!
8%!
35%! Magazine!
7%!
Radio!
7%!
Online Banner!
UnME current budget! 7%!
8%!
Google serch!
20%! Zwinktopia!
Facebook!
2%! 2%! YouTube!
7%!
15%! TV!
Magazine!
Radio!
74%!
Online Banner!
Google serch!

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 !!!

Integration: Traditional media + Web 2.0
How?
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Application
สวยมั้ย!!!


Measurement
1. Conversion Ratio
2. Retention Ratio

1. Conversion Ratio
Number 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

2. Retention Ratio
Number of customer who
buy UnME product from
Total number of customer who
department store
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

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

Trendy Consumer Co-creation
Unique Identities Social Affiliation
Promote Tolerance Digital Self Expression
Appreciation for differences Sharing
of opinion and taste Generation Y
Teenage girl 12-24 years old
Right Brand, Right Media

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

UnME Presentation

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Monday, November 16, 2009

Monday, November 16, 2009

Arthidtaya Sahawatwong D520004

kongkoi moosama tle aomm benz petch

Evolution of Marketing Media

Monday, November 16, 2009

Evolution of Marketing Media

Monday, November 16, 2009

Internet Web 1.0

Monday, November 16, 2009

Monday, November 16, 2009

Evolution of Marketing Media

Convergence lifestyle social network of Web 2.0

Monday, November 16, 2009

Monday, November 16, 2009

Monday, November 16, 2009

Monday, November 16, 2009

Why Web 2.0? Trend?

Monday, November 16, 2009

Web 2.0 + 4 Culture Ideology

Monday, November 16, 2009

Monday, November 16, 2009

Monday, November 16, 2009

Digital Self Expression

Monday, November 16, 2009

Monday, November 16, 2009

Monday, November 16, 2009

UnME SWOT Analysis

Monday, November 16, 2009

Monday, November 16, 2009

UnME Jeans Current Media Plan

Monday, November 16, 2009

Monday, November 16, 2009

Social Network of Web 2.0

Monday, November 16, 2009

Advertising Agency’s 3 Alternatives

2003 2005 2007

Monday, November 16, 2009

• More than 300 million active users

Monday, November 16, 2009

Monday, November 16, 2009

Monday, November 16, 2009

Monday, November 16, 2009

A video sharing website

Monday, November 16, 2009

Monday, November 16, 2009

Advantages/ How to better

Monday, November 16, 2009

Risk/ How to overcome

Monday, November 16, 2009

How should UnME spend budget on Web 2.0?

Monday, November 16, 2009

Show the ineffective marketing budget spending

Monday, November 16, 2009

Media Habits: Ad spending and Household Time Spent

!"# $!"# %!"# &!"# '!"# (!"#

Monday, November 16, 2009

UnME new plan(based on customer spending time)!

Monday, November 16, 2009

Allocating budget to the right social media

UnME Should spend

Monday, November 16, 2009

Integration: Traditional media + Web 2.0

Monday, November 16, 2009