Social Media Strategy

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Social Media Strategy

• August 11, 2008
• Prepared by Rudi Leung

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Who Are We?

• AGENDA-Asia was found in 1996
• We are an interactive agency network with over
  280 staff across Beijing, Shanghai, Taipei, Hong
  Kong, Kuala Lumpur
• We have been a member of WPP/ Wundermans global
  network since Jan 2008
• We are providing full online advertising services
  for the following clients on regional or local
  basis

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MSN Live Is Out ThereA B2B Marketing Campaign
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Background
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Background
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Background
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Background
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What Marketers Can Leverage From The Windows Live
Messenger?
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What Marketers Can Leverage From The Windows Live
Messenger?

• Our task is to develop a campaign to activate
  the users to try out the Agent Messenger
  Activity

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Who Are We Talking To?

• Primary Media Agency Executives
• Secondary Creative Agency Executives (Digital
  Traditional)

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What Do They Currently Think About MSN Ad
Solution?
The platform is not open for developers.
Complicated to produce customized Spaces, Games,
and others
Banner. Banner. Banner. Banner. Banner. Banner.
Banner. Banner.
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The Insights
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The Insights
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The Insights
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The Insights
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The Concept
The LIVE is out there. We urgently need you,
Agent X, helping us to find them.
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Step 1 The CIAs X-File

• A package from CIA (Creative Interactivity
  Alliance) was sent to 1,000 ad agency executives
• Inside the package, an X-File documented that
  three ad agency executives were missing
• The CIA asked the recipient to help find these
  missing persons
• A MSN ID was shown
• The participants were invited to add the CIA
  agent on their buddy list for further instructions

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Step 2 Add The CIA Agent Chief

• The participants added the MSN ID
  cia_chief_at_live.hk
• The instruction began
• The CIA asked the participant to enter their
  agencys name and email for identification and
  lucky draw

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Step 3 Search For The Missings

• The game led the participants to the missing
  ones office desk to look for hints
• In the meantime, the CIA agent chief would give
  additional hints via the IM dialogue box
• Those who could find the missing persons within
  the shortest time would win a special prize

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Overall Campaign Roadmap
DM Package To Agencies
Add the Agent
Receive the MSN Live Alert about the latest record
Play the game
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The Result
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The Result
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The Result
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The Result
Latest McDonald created the first branded MSN
Robot campaign in Hong Kong market
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THANK YOU