Online

Creative

Thinking

Workshop

Word of Mouth and

Word of Mouth marketing model

Word of Mouth and

Word of Mouth marketing model

Communication Evolution

Community Mass media Online Community

Communication Evolution

Communication Evolution

Communication Evolution

Communication Evolution

Communication Evolution

1. Recommendations from friends 2. Other people’s opinions online 3. Company websites 4. Editorial content (news articles) 5. Brand sponsorships

Source : Neilsen Online Global Consumer Study, April 2009

Most Trust Advertising

Virtual Community

หมู่บ้านเสมือน

Online Communication Concept

Online is not just a channel

Online Communication Concept

Online Creative Thinking

• Interactive

• Customizible

• Contextual

• Entertaining

• Playable

• Useful

• Emotional / Sex

Interactive

Customizible

Contextual

Entertaining

Playable / Gamification

Useful

Emotional / Sex

Social Media campaign

Buzz Campaign

Viral Campaign

Influencer Campaign

Evangelist Campaign

Street Campaign

Stealth Campaign

Type of Online Campaign

Case Study

Case Study Argentina TED

Background

การสัมมนาที่จัดขึ้นทั่วโลก เพื่อเผยแพร่ความรู้ในทุกด้านจากผู้มีประสบการณ์ในด้านนัน้ๆ

ในประเทศอาร์เจนตินา ไม่มีใครรู้จัก และสนใจงาน TED ทีมงานจึงพยายามใช้วิทยากรที่น่าสนใจและมีชื่อเสียงมาช่วยแต่ไม่เป็นผล

Background

Mario Benedetti Argentine engineer , and head research in CONICET and cientist in the European Center o Nuclear Investigation where he participated in the development of “ The God Machine”. Rosario Andrarde de Quispe Social Leader form the province of Jujuy .Works with indegenous people. Marcelo Arce The music man Sergio Aschero Music researcher , invented a combination between music ,colors and numbers. Luis Castelli Lawyer , specialized in environmental law , he works initiatives to protect our national heritage Victor Chan Founder of the Dalai Lama Center for peace and education in Canada Pablo Garcia Reinoso Artist Juan Gonzalez Valero Member of the World Business Council for Sustainable Development Jorge Gronda Gynecologist that will be talkin about his feminine side Manuel Lima Member of the Royal Society of Arts

Background

Viral Campaign

ใช้ Taxi ซึ่งเป็นคนเผยแพร่เรื่องราว ให้แก่คนทั่วไปในสังคมได้ในชีวิตประจ าวัน

Idea

Viral Campaign

• Viral clip • Online conversation

Campaign Summary

Case Study Google Re-brief

Case Study Google Re-brief

Brief

“ … ” Concept

Idea traditional media

Online Brief

Online Concept

Online Idea

Execution

Summary

Online & Activation

Etc.

Discussion