Buiding brand using print, digital and social

Presentation for: M2

Summary: Content Creators

March 4, 2015

This slideshow is from a presentation at the M2 Marketing & Media events

in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and

to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

What do you want me to focus on?

Ringier Vietnam MediaVisit VietnamBusiness.TV for

Vietnam business insights, videos & research

What I’ve been thinking about…

Ringier Vietnam Media

Technology has

crippled advertising

Facebook and

Google are Gods

Content is king.

Conversations are queen

What’s been on my mind…


Advertisers are willing

to sacrifice quantity

for better quality

engagement with their

target consumers



We all know…


Publishers have been

hurting…

But advertising

agencies are also

feeling the pain



I believe…


We share the

same savior

We just have

different paths to

almighty $$$

But it won’t be easy


Publishers vs. Agencies



The winners will be…


The client (and FB and Google)

will make the money, which may be good

Ringier Vietnam is the Vietnamese office

of Ringier AG, a Swiss media company

with leading positions across Europe,

Asia and Africa. The company has been

operating in Vietnam since 1992 and has

created or introduced the leading media

titles in all its categories. www.ringier.vn

Ringier Vietnam MediaRingier Vietnam MediaVisit VietnamBusiness.TV for


http://www.ringier.vn

What and Who is Ringier Focused on in Vietnam?

1. Launching and

developing leading

intl’ women’s brands

in Vietnam

2. Digital businesses

based on directories

and communities

3. Online classifieds

• Women

• Age: 25-35

• AB (SEC)

*Starting to explore

the men’s market


Ringier Vietnam Has the Right Brands


Publishing

Directory

Classifieds



Ringier Vietnam Publishing Values


branding for

credibility and impact

content for reach

and engagement

360-degree

campaigns



Ringier Media 360-Degree Publishing Strategy

Ringier Vietnam MediaRingier Vietnam Media

Mobile

& Tablet

Social

media

Special

editions

Magazine

Email

Direct

Marketing

Website

Events



,540App Downloads

33,002 YouTube

Subscribers

5,251,000Web Visitors/month

1,380,451Facebook Fans(Extremely fast growth (20% month))

542,349 Reader Database

Ringier Media Has Reach Right Audiences: Women


7.3m Media Consumers

(85% women aged 24-55 in HCMC and HN)



26,638,333Facebook Active Readership

(Monthly Averages)

Ringier Media Has Engagement


18,012,630Website Pageviews

(Monthly Averages)



,000,000+Women’s interest articles and photos database

Ringier Media Produces an Enormous Amount of Content


2,600+NEW women’s interest pieces/month

(Magazine, website and digital)



Ringier Media Digital Strategy Success


Ringier media digital

strategy is seeing more

than double YOY growth

● FB Fans

● Website Members

● Traffic

Email open rates: >10%

2xYOY Increase



Back to my point…

We know digital consumption is growing



Where are publishers (and agencies) headed?

We know social and mobile are growing



Big Picture Concept: Traffic vs. Engagement


We want more for our money




Facebook won


Youtube won


We know we need to “go digital”




It’s easy to have digital! And spend digitally.





You probably see up to 5,000 ads a day





Web ads are increasing, but clicks are decreasing




Display ads and attention are dropping





People are tuning out of TV


Ringier Vietnam Media Mobile is replacing desktop


Where’s the display ad here?




There’s only one thing that’s working…





Babycenter is owned by Johnson & Johnson



Redbull media is growing to eclipse Redbull drinks!



And it’s not just happening overseas. Brands are trying it in Vietnam.



Who makes this website?



E-Commerce is getting into print!



What do these

media channels all

have in common?



Big Picture Concept: Content Marketing (Native Advertising)

Ringier Vietnam MediaRingier Vietnam MediaVisit VietnamBusiness.TV for



ContentOptimizedStrategic

(SOC)




Facebook

Youtube

Websites

E-NewslettersRingier Vietnam Media

Visit VietnamBusiness.TV for



Strategic Optimized

Content (SOC)

1. Builds traffic

2. Builds loyalty

3. Builds engagement

4. Builds conversions




For non-publishers or for

small markets…

1. It’s hard

2. It’s expensive

3. It’s distracting

4. It’s made for a very

specific audience





Magazines have always

been about special audiences

My future predictions…


Companies (clients) will

demand more and more

accountability and

customer engagement

for their $$$

And they will publish.



Publishers will have to

become agencies –

focused on solving the

client’s problem in

addition to getting

readers’ attention



Agencies will have to

build in-house publishing

teams

It’s all going to

be a mess





Clients, Agencies,

Publishers, Individuals…

We will all become

“content creators”





And technology will

continue to link content

creators to advertisers

directly, further eroding

the trad. publisher

and agency

b-modelRingier Vietnam Media

Visit VietnamBusiness.TV for




But as a reader, I think

you’re going to love it.




Thank you



This slideshow is from a presentation at the M2 Marketing & Media events

in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and

to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

Buiding brand using print, digital and social

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Transcript of Buiding brand using print, digital and social