VW Digital Media Presentation Shane 2014.pdf

VW media recommendation

1. INTELLIGENT INNOVATION
27TH AUGUST 2014

2. What you will see today
1 1 2 3
INTRODUCTIONSUMMARY OF
OUR
STRATEGY
OUR
DIGITAL
RESPONSE

3. INTRODUCTION
_____1

4. MAGOTAN STRATEGIC
RESPONSE
_____
2

5. DRIVE FOOTFALL &
SALES
BOOST AWARENESS
& FAMILIARITY
STRATEGIC RESPONSE TO THE BRIEF

6. Strategic response to the brief
BOOST AWARENESS
& FAMILIARITY

7. Familiarity is the key metric we must strengthen
Funnel performance strong except Awareness-Familiarity
AIDED
AWARENESSFAMILIARITYCONSIDERATIONFIRST CHOICE
SGM BUICK REGAL
GZ HONDA ACCORD
GZ TOYOTA CAMRY
DF NISSAN TEANA
FAW-VW MAGOTAN
100
100
100
99
98
72
67
64
60
57
9
18
13
2
15
4
10
5
1
9
MAGOTAN
MODEL FUNNEL
Source: Volkswagen MPM Q4 2013

8. Increasing familiarity will lead to incremental sales
GROWING FAMILIARITY
BY 1 POINTWILL
RESULT IN AN
INCREMENTAL 1%
MAGOTAN SALES
Familiarity
Market Share
Source: Volkswagen MPM 2013-2014 MediaCom Business Science

9. Leveraging our CommsTracker system we forecast Magotan
Familiarity will reach 60% by end 2014 while maintaining Aided
Awareness
Growing Familiarity to
60% will contribute to
a 1.9-2.1% rise in
Magotan sales
Source: Volkswagen MPM 2013-2014 MediaCom Business Science
Ifwe include Digital,
we can achieve a rise
in sales of 2.6-3.0%

10. WE CAN DRIVE FAMILIARITY IN THREE WAYS
2.1.
PRESENCE
I see Magotan
everywhere
3.
ADVOCACY
The car I hear
people talk about
RELEVANCE
The right car for
me and my
lifestyle

11. SUMMARY OF IMPLICATIONS
PRESENCE
REACH MORE BUYERS MORE
OFTEN, THROUGH SMART
PLANNING TACTICS & TOOLS
RELEVANCE
FUEL AUDIENCE’S
AMBITION FOR SUCCESS IN
WORK & LIFE
ADVOCACY
AMPLIFY POSITIVE
CONVERSATIONS ABOUT
MAGOTAN

12. HOW WE DELIVER THIS IN MEDIA
PRESENCE
REACH MORE BUYERS MORE
OFTEN, THROUGH SMART
PLANNING TACTICS & TOOLS
RELEVANCE
FUEL AUDIENCE’S
AMBITION FOR SUCCESS IN
WORK & LIFE
ADVOCACY
AMPLIFY POSITIVE
CONVERSATIONS ABOUT
MAGOTAN
-OTV mixed reach
-Cross Device Display
-Tactically consider GZAS
-Create appropriate content
-Apply relevant content to
different relevant media
-Activation across all areas of
plan

13. DIGITAL EXECUTION
REACH MORE BUYERS MORE
OFTEN, THROUGH BEING
VISIBLE AND EFFECTIVE ACROSS
ALL DIGITAL TOUCHPOINTS
1.
PRESENCE
I see Magotan
everywhere

14. CHANNEL PRIORITISATION: SMART TOOLS IDENTIFY THE
OPTIMUM CHANNEL MIX FOR PRESENCE
MEDIA REACH %
95
83
69
56
49
44
Digital
TV
OOH
Newspaper
Magazine
RadioBase: (1,745)
Data Source: Real World Driver 2.0 M25-45 car owner and intender
DIGITAL, TV, OOH ARE TOP 3 MEDIA TO DRIVE BRAND PRESENCE
FIT TO BOTH REACH & FAMILIARITY OBJECTIVE
Top exposure touch points to B segment users
Source: RWD 2.0 wave 2, TA: 25-45 y.o., B segment owner & intender

15. OTV AS A KEY CHANNEL TO INCREASE PRESENCE USING THE
FAW-VW VIDEO ASSETS FOR IMPACT AND REACH
0
20
40
60
80
100
120
0
5
10
15
20
25
TencentIQIYIYoukuSohuLetv56
TudouFengxing
Ku6PPTVRecommend top 4 online video platforms and know their strength and difference
覆盖 (百万.) 倾向性目标人群覆盖度& 倾向性
数据来源: 艾瑞调研 2014.6
ChannelTA. Penetration%Affinity
Drama50.10%96
Varity39.50%106
Movie26.10%99
Documentary9.60%76
Entertainment4.10%88
Information4.00%117
Finance3.70%155
Life2.80%84
Mom & Baby2.00%92
Humorous1.50%95
Pre-roll and product cooperation in high affinity programs

16. Utilize OTV’s multi-screens and targeting strategy and cover TA.
effectively
Audience shows preference to different screens across a day
55%
45%
Special On-target product
iQiyi on-target Baidu Search
Other targeting method
Channel
Geography
Frequency
Target timeslot & device
PC: 20:00-21:00
Phone:12:00-13:00
Pad: 22:00-23:00
60%
40%
移动端电脑端
Traffic of Video WebsiteIdeal Budget Allocation

17. Targeted mobile and PC ad-network and premium display sites will
drive campaign traffic, engagement and increase presence
PC DISPLAYMOBILE DISPLAY
CATEGORYCATEGORY
Video
PortalTencent, Sina, ifeng
iQiyi, Youku, Sohu,
Tencent
IT
FinanceEastmoney
Hexun
36Kr, Geekpark, Huxiu
VideoTencent, Youku,
iQiyi, PPS
NewsTencent News
AdnetworkTravel, Tool,
i-Reading, etc.

18. DIGITAL EXECUTION
BUILDING RELEVANCE
THROUGH LINKING
MAGOTAN TO INTELLIGENT
INNOVATION
2.
RELEVANCE
The right car for
me and my
lifestyle

19. Magotan buyers are becoming younger & more entrepreneurial
Data source: Magotan MY2015 Communication Briefing reference
27.3% OF MAGOTAN’S CONSUMERS ARE BETWEEN
AGE 21-30, A RISE OF 2.5% COMPARED WITH THE
SAME AGE OF B6
33.9% OF MAGOTAN’S CONSUMERS ARE THE
NEW BUSINESS GENERATION (INCLUDING
SELF-EMPLOYED AND PRIVATE BUSINESSMAN)
CONSUMERS ARE MAINLY MALE, WHILE THE
FEMALE CONSUMERS ARE GRADUALLY
INCREASING FROM 22.7% TO 27.8%
YOUNGER GROUPNEW BUSINESS GENERATIONFEMALE GROUP

20. THERE HAS BEEN A STRONG SHIFT OF VALUES TOWARDS
ENTREPRENEURSHIP WITHIN THE POST 80S AND 90S
Post 80s & 90s
Diversified new business opportunities
emerging
Faithful to their dreams and break the rules
Starting to run their own business
Post 60s & 70s
Less career choices
Follow mainstream or parents’ rules and value: enter a
government department for a stable jobBaidu Search for “starting my own
business” has increased 315%
from 2013 - 2014

21. CHINA HAS SEEN A BOOM IN YOUNG ENTREPRENEURS AND
SOCIAL MEDIA IS ALIVE WITH THE BUZZ OF INNOVATION
RESTAURANT
ONLINE ART
AUCTION
TAXI APP

22. Establish brand image through Intelligent 100 innovation platform
Employ the most
relevant, hot topics to
expand the Magotan
Intelligence 100
innovation platform to
get the most preference
of audienceInnovation·
Intelligence
Lei Jun
Ren
Zhiqiang
Ma Yun
Zhou
hongyi
Meng
Xing
Cheng
Wei
Zhang
Anding
Zhang
Ao

23. A CAMPAIGN THAT RECRUITS BRILLIANT AND
INNOVATIVE YOUNG ENTREPRENEURSACROSS CHINA.
SHOWCASES AND CELEBRATES THEIR IDEAS.
MENTORED BY THE INTELLIGENT 100 AMBASSADORS.
MAGOTAN INNOVATIVE INTELLIGENCECAMPAIGN

25. MAGOTAN SUPPORTS INNOVATIVE INTELLIGENCE CAMPAIGN
RECRUITMENTPRESENTATIONCELEBRATION
1 minute elevator pitches X100
Developed by Tencent. Hosted on Intelligent 100 site
winners
move to TV
program
100 10
MG: News/Finance
Recruitment ad
build Magotan’s association
with business intelligence
Social Buzz




Registration
Pre-Screening
Banner ad
Campaign siteRelavant Sites
Guokr
36Kr
Tencent
TV Cooperation
Business Heads
MG
Cover Story/
Feature Report
Intelligent
100
Interaction
OTV 2nd round broadcast
Sohu/Youku
Social Seeding
NP
Feature Report
entrepreneurs
are selected
Announce campaign launch and recruit
entrepreneurs
Expand the influence of the campaign,
drive engagement to intelligence 100
Platform
Strengthen the intelligent, innovative and
business image of Magotan and drive
brand familiarity
Digital driven to drive participationsSocial voting on
videos
Social activities
to amplify
KOLs to promote
Winners and celebrities
experience and advocate
Magotan
Social activities
to amplify
KOLs to
promote

26. RECRUITMENT THROUGH PARTNERS AND AUDIENCE
RELEVANT SITES TO BUILD BRAND IMAGE
PARTNER RECRUITMENT SITES
SOCIAL RECRUITMENT AND AMPLIFICATION
Activities run through Sina Weibo and WeChat to
recruit participants.
KOLs to share and amplify the campaign. Supporting
recruitment and advocacy.
OFFLINE RECRUITMENT AND IMAGE BUILDING

27. PRESENTATION
CONTENT AND ENGAGEMENT HUB ON INTELLIGENT 100
WEBSITE
Voting for idea videos through social media
Social engagement activities to promote the campaign.
KOLs to share and amplify the campaign. Supporting
recruitment and advocacy.
Entrepreneurs create 1min elevator pitch ideas on
video and post onto campaign site.
Social and judge panel voting to select winners to
move onto next stage
PHASE CONCEPT
SOCIAL VOTING & AMPLIFICATION
CONTENT & PROMOTIONAL PARTNERS

28. CELEBRATION
WINNERS OF 100 ENTREPRENEURS ARE SHOWCASED ON TV
SHOW TIE UP
Winners and business leaders
experience Magotan and
advocate through social
Winners celebrated through social
media.
Videos of winners on TV show
amplified through social.
Winners appear on TV Show.
Present and discuss their ideas
with leading business people.
TV SHOW TIE UP
SOCIAL AMPLIFICATION AND ADVOCACY

29. CELEBRATION
WINNERS OF 100 ENTREPRENEURS ARE SHOWCASED ON TV
SHOW TIE UP
Winners and business leaders
experience Magotan and
advocate through social
Winners celebrated through social
media.
Videos of winners on TV show
amplified through social.
Winners appear on TV Show.
Present and discuss their ideas
with leading business people.
TV SHOW TIE UP
SOCIAL AMPLIFICATION AND ADVOCACY

30. Tencent as the top partner will provide the widest coverage and
content cooperation
•PC: News, Finance, Auto, Technology
Channels
•Mobile: Tencent News App pop-up, text
link, in-app banner
•Content:program trailers, editorials,
test drive review

31. CREATION OF ELEVATOR PITCH VIDEOS, MANIFESTO VIDEOS
AND VIDEO CHANNEL PROMOTION
ELEVATOR PITCH VIDEOS

32. DIGITAL EXECUTION
AMPLIFY POSITIVE
CONVERSATIONS
ABOUT MAGOTAN
3.
ADVOCACY
The car I hear people
talk about

33. Media influence on consumer's purchase journey
AWARENESS
Recommendation
from friends/
family
54%
4S Store exhibition45%
Auto show44%
TVC41%
News in auto website37%
CONSIDERATION
Recommendation
from friends/
family
56%
4S Store exhibition36%
Auto show34%
Comments/ review on
auto BBS31%
News in auto website30%
EVALUATION
Recommendation
from friends/
family
52%
Autoshow events37%
4S Store exhibition37%
News in auto website33%
Experience sharing with
car owners32%
PURCHASE
Recommendation
from friends/
family
53%
4S Store exhibition36%
Auto show33%
Experience sharing with
car owners32%
Comments/ review on
Auto BBS30%
Data source: Real World Drivers B-Segment study 2014

34. A lot of this recommendation happens in social media
82% car shoppers say
positive social media
would make them more
likely to buy a specific
brand
97% shopper shares
their auto experience
through social media
Data source: Cap Gemini ‘Cars Online’ 2014

35. Channels are key competitors strengths, followed by content and
consistency
Teana
37 pointsMondeo
46 pointsMagotan
40 points
CHANNEL MIX
CHANNEL SELECTION
CHANNEL STRATEGY
SOCIAL ENGAGEMENT
OFFLINE FIT
CATEGORY RELEVANCE
SINGLE MINDED
ALWAYS ON
CAMPAIGN COMMITMENT
CALL TO ACTION
LINKS
SOCIAL BEST PRACTICE
Accorrd
34 pointsCamry
33 pointsPassat
32 points
CHANNEL
CONTENT
CONSISTENCY
CONNECTION

36. Magotan performed well in Channel, Content, but need more
improvement on social engagement
Magotan has clear media strategy,
sufficient budget with appropriate media
mix to achieve the best coverage and
brand awareness.
More budget and media activities could
shift from building brand awareness to
drive brand familiarity based on the
current brand diagnosis
All the creative and media cooperation
are highly relevant to B segment car
category, to strengthen the brand image
of high-end business model.
Social engagement need more
improvement.
All media channels, except TV, are
connected to official websites or
campaign sites.
Call-to-action could be strengthened to
further drive search and familiarity
through digital channels especially
mobile.
All creative and media cooperation
surround the brand positioning of
innovation, intelligence and premium
German model;
Maintain strong brand presence by 2
bursts of campaign per year

4-7 TVCs per campaign may distract
customers attention
CONNECTION
CONSISTENCYCONTENT
CHANNELCSA Diagnosis
CHANNEL MIX
CHANNEL SELECTION
CHANNEL STRATEGY
SOCIAL ENGAGEMENT
OFFLINE FIT
CATEGORY RELEVANCE
SINGLE MINDED
ALWAYS ON
CAMPAIGN COMMITMENT
CALL TO ACTION
LINKS
SOCIAL BEST PRACTICE

37. Advocacy communication Principle
•!"#$%$&#'"()!"#$%&'#()$*
*$+,-"'&*)#.)'"/0+$)&".12-33)
$44$+#)#.)5$$6)4-"&)-+#'7$
•+,"#$"#*'&)5'"(863-"#)#,$)
&$$/&)#.)2$)'("'#$/)'")#'*$
•-./0+$1$2%(#3*$44$+#83-%($)
-*.0"#).4)&,-%$&9)$"/3$&&)
+.**0"'+-#'."

38. Led by
Listening
Content
OUR LISTENING APPROACH WILL LEAD OUR CONTENT
DIRECTION FOR FAW-VW
Led by
Listening
Content Lead
Generatio
n
Hot Topics Trending
KOL Tracking
Deep Dive Analysis on Target
Audience

39. AND WE WILL COVER THE KEY AUTO CATEGORY TOPICS FOR
FAW-VW IN OUR SOCIAL CONVERSATION
Brand & Heritage ProductEvents Lifestyle Hot Topics

40. IN ADDITION, CONTENT AND CHANNEL WILL BE GUIDED BY THE
RIGHT CONVERSATION FOR THE FAW-VW AUDIENCE
Engagement
and Influence
Brand Loyalty and
Advocacy
Enhance brand familiarity
& preference
Facilitate the decision
making process
Maintain customer
relationship
Exposure and
Amplification
Engagement
Potential Customers Existing CustomersIn Market

41. FUNCTIONAL AND MAGOTAN CHOICE VALIDATION BY CO-
OPERATING WITH AUTO EXPERTS
He Yongming
Autohome Editor
Yan Yupeng
Famous
Test Driver
& Influencer
in Auto
Auto Media Editor
Famous Test Driver
Social
Amplification
* Example KOLs & content
!"#$%&'(')*$+),$%-.'/'-)')*$-0$1+*-/+)$+&#$-23'-4.$
+'5')*$"'*"#&6$+),$/"#$%&'(#$-0$7"-8#$&+)*#$'.$+85-./$/-%$
')$/"#$5',9"'*"$5+&:#/;$1+*-/+)<.$(4./-5#&.$5+')8=$24=$
0-&$/"#'&$%+..'-)$+2-4/$>#&5+)$2&+),6$8#+,')*$
/#(")-8-*=$+),$*--,$?4+8'/=;$
@/+),')*$')$/"#$2-..A.$%-')/$-0$3'#76$/"#$)#7$*#)#&+/'-)$
-0$1+*-/+)<.$+%%#+&+)(#$(+)$2#$,#.(&'2#,$+.$5+B#./'(;$
C)$/#&5.$-0$24.')#..$./=8#6$$1+*-/+)$."-7#,$*&+),$
,#.'*)$5-&#$/"+)$+)=$5',.'D#$(+&;

42. EMOTIONAL VALIDATION BY LEVERAGING ON KOLS
ENDORSEMENT
INTELLIGENT 100BUSINESS PERSONCULTUREART
姜文
AmberZhang Chaoyang
姜文
Liang Wendao
Zhang Anding
Amber
Lei JunLiang Dong
Chen Danqing
Xia Junna

43. DRIVE FOOTFALL &
SALES
CONVERTING INTEREST TO SALES

44. FAW-VW IS CONSISTENTLY IN CHINA CAR BUYERS
CONSIDERATION SETS
CONSIDERATIONSWITCHERS18-29
Source: Global Auto Shopper Study (Google) June 2014
CHALLENGE: HOW TO BE THE FINAL CHOICE

45. TO BE FINAL CHOICE
WE MUST BE SMARTERIN COVERING
CAR BUYERS CONSIDERATION CHANNELS

46. THE MOST IMPORTANT CAR BUYER CONSIDERATION
CHANNELS IN CHINA
98
34
24
19
17
10
Digital
TV
OOH
Magazine
Newspaper
Radio
84
40
31
28
21
19
13
Auto vertical
Search
Portal
Social
Video
IM
E-commerce
Data source: Real World Drivers 2.0

47. BETTER RESULTS FROM SMART COVERAGE OF KEY
CONSIDERATION CHANNELS
PUSH
1.
AUTO VERTICAL
Actively Researching
2.
SEARCH
Actively Researching
PULL
3.
TARGETING
Passive Intender
UNDERSTAND AND COVERPROFILE AND
CHASE

48. Homepage
Model Page
Photo Page
News Page
Dealer Page
BBS Page
SMART APPROACH TO AUTO VERTICAL COMES THROUGH
UNDERSTANDING CONSUMERS TOUCHPOINTS
Segment Page
29%
46%
30%21%
56%
14%
Remark: common user journey outline, not all pages are listed
* refers to UV coverageData source: B-Segment study 2014, iResearch, Media Data, Magotan Social Listening Report.
1

49. Shanghai BBS Page
What do people care about?
Low Tier Market
•Safety
•Price
•Space
BBS advocacy is one of the most
important influencers of final
choice
Home Page
Segment Page
Model Page
Photo Page
News Page
BBS Page
Dealer Page
High Tier Market
•Design
•Quality
•Space
[技术之王]：百项科技颠覆你的驾驶体验
SMARTER UNDERSTANDING, BETTER RESULT1

50. Show why Magotan is a better
choice•Premium image
•Tactical offer of
Magotan
•High tech. features
Proactively grow incremental
sales through competitor
interception
Home Page
Segment Page
Model Page
Photo Page
News Page
BBS Page
Dealer Page
SMARTER UNDERSTANDING, BETTER RESULT
Mondeo Page1

51. VOLKSWAGEN SEARCH FRAMEWORK WILL ENSURE AN
EFFECTIVE COVERAGE OF CONSUMER SEARCH MOMENTS
•User is looking for
engagement, advice
or community
•Magotan club activity
Consumer Intention
Keywords Example
•User is considering to
buy Magotan, but
other competitor
models are also in
the basket
•User is actively
considering buying a
car, but not sure
which one
•User evaluates if
Magotan really fits
their need
•Business car
•Dealership service
•B Segment
•Car review
•Buy automobile
•Magotan review
•Magotan space
•Performance
In the Market
•User is interested in
car news but is not
actively looking to
buy a car
•Magotan launch
AwarenessConsiderationEvaluationAwareness Advocacy
OUT OF MARKETIN MARKETOUT OF MARKET
•Consideration and
Engagement support
Search Role
•Drive consideration•Growing awareness
Data source: Volkswagen Search Framework
2

52. SEM TACTICS - BRANDZONE
▪Brand▪Model
Brandzone (PC
& Mobile)
KWs TypeProductsAlways on2

53. ▪Brand▪Models▪Competitor▪Generic
Paid Search
(PC & Mobile)
Paid Search
(PC & Mobile)
▪iWOM▪CGZS▪Purchase
KWs TypeProductsAlways onMobile
Click to callMap
SEM TACTICS - KEYWORDS2

54. ▪Generic▪IndustryMini Zone
KWs TypeProductsAlways on
SEM TACTICS - MINIZONE2

55. PROACTIVELY ENGAGING MAGOTAN INTENDERS
PortalVideoVertical
DSP TARGETING
TARGET MAGOTAN
AUDIENCE IN MEDIA
HIGHER ROI
3

56. RE-ENGAGING OUR AUDIENCE TO IMPROVE CONVERSION3

57. CONNECTIONS MAP AND OVERVIEW OF THE ECO-SYSTEM THAT
WILL INCREASE FAMILIARITY AND DRIVE FOOTFALL AND SALES
FOR MAGOTAN
Presence
Relevance
Consideration
Evaluation
PaidOwnedAdvocac
y

58. MEDIA FLOW CHART
8
Budget (Mil)w43w44w45w46w47w48w49w50w51w52w53w42
OctNovDec
26.7%
%
Objective
Familiarity
Consideration
& Evaluation
OTV
Media
OTV
5.518.3% Portal
0.62% Mobile
1.55% Social
0.62% Geek
0.82.7% Finance
1033.3% Auto Vertical
13.3% Search
26.7% DSP
CPM:19.6 CPC:3.6 CPR:721.7 CPL:1913.6AV. KPI
RecruitmentPresentationCelebrationAll phase
Internet Geek & Entrepreneur, Finance
Mobile
Portal, Social
Auto Vertical, Search, DSP

59. BETTER MEASUREMENT, BETTER ROI
!""#$
%&$'("&)
%

60. Innovative Intelligence is Magotan, also our marketing
Innovative
Intelligence

61. O2O Sound Wave Sync Tech
Break through multi-screen interaction

62. Sales
Questions
Model
Questions
Dealer WeChat
consul
t
Brand Wechat
account
consult
Intelligent Consulting
platform
Knowledge Pool
•Data consolidation
•FAQ/Best answers
•Robot voice matching
识别普通话+8种方言
“Mr. V”Voice Robot
Intelligent consulting solution

63. Micro Positioning Tech
Self-service model browsing
Play video
Test drive
Follow wechat
Like it
Consult Mr.V
Tell friend

64. WHY
MEDIACOM?
_____3

65. REAL WORLD DRIVERS 2.0CIC SOCIAL LISTENING
DATA & TOOLS
Building unrivalled proprietary automotive insights
INTELLIGENCE
TRADING
TRUST
INNOVATION
TALENT
DIGITAL INSIGHT &
REPORTING
DRIVE
CNRS
SYNTHESIS
TOUCHPOINT

66. With power comes privilege
INTELLIGENCE
TRADING
TRUST
INNOVATION
TALENT
SCALE & ONE VOICE TRADING
#1 DIGITAL BUYER IN CHINA
NO 1 SPENDER IN 5 TOP
PUBLISHERS

67. Promises made, promises kept
INTELLIGENCE
TRADING
TRUST
INNOVATION
TALENT
AWARDS
RESULT
Taobao first certified
4A partner
Baidu Diamond
Partnership

68. Ideas that deliver scale and results
INTELLIGENCE
TRADING
TRUST
INNOVATION
TALENT

69. 5THANK YOU
INTELLIGENCETRADINGTRUSTINNOVATIONTALENT

70. THANK YOU
_____