1. SCG Chemicals Corporate website revamp update
Instruction: Use for cover page only, Font – Tahoma 48 point color white bold (for title), Align right

2. Objectives
Objective/ Roadmap
Activities (methodology)
Target audience

3. Website revamp - Main Objectives
To enhance brand image
To have a website aligning with corporate identity (สอดคล้องต่อภาพลักษณ์ของบริษัท)
To Improve purchase intent
To be a market-facing communication tool that serve customer’s needs ง่ายต่อการใช้งาน สืบค้นข้อมูลของลูกค้า
To have updated, real-time, relevant corporate information available on the website
To maintain accessibility of the website
To obtain responsible persons in maintaining website

4. Website revamp Objective>> KPIs
1) To have website aligning with corporate brand image/identity
(สอดคล้อง + เสริมภาพลักษณ์ของบริษัท) >> Enhance corporate brand image -
2) To be a market-facing communication tool that serve customer’s needs
(ตอบสนองความต้องการของลูกค้า)
User-friendly interface ง่ายต่อการใช้งาน สืบค้นข้อมูล
Customized product search features ( 6 criteria) >>reflect customer behavior
3) To obtain responsible persons in maintaining website content
- Website editorial team
KPIs : C.I. Alignment
: Target audience’s perception / brand experience received from the website
KPIs : Customer ‘s satisfaction score toward the website usage
# of visit and repeated visit
Time spent on specific pages
KPIs : Structured / official organization or working unit

5. Brand attribute represented on the new website
Attributes
Design Mood & Tone
Applications on the web
Innovation
Creative, modern
Creative, modern design
Technical knowledge library
Competitive
Professional
Professional look & feel
Technical knowledge library/Troubleshooting
Sensible
“Care”, User-friendly, accissible
Alternative product search system : Both product/brand/ market oriented or search by keyword
Request technical document certification on home page
Simple design, friendly for low-technology users
Sustainable
Less is more, Care for people and environment, Green
Comprehensive information and activity showcase on CSR/Eco/Green/ Health &Environmental concern
Dependable
Fact, Trustworthy Commitment
Technical FAQ/ Trouble shooting
Inquiry submit form on the home page

6. Digital Marketing & Branding
Key Digital Shift changes the way consumers consume information ...challenges every business to have a presence online
From few to many (devices)
From www. to yww.
From engagement to involvement
Digital Marketing & Branding
Website
Social media
Direct mail
Infrastructure (tools)
Content

7. Website Development Roadmap
“A professional & trustworthy partners
“Digital Marketing??
Web +Social media
To create an online community where members can exchange information on the web
>>a user-generated content website that can be used as a digital brand comm. tools
To be perceived as “industry guru” an online knowledge center in regional petrochemical industry
To be an alternative marketing communications and tools
To provide comprehensive online ‘relevant’ and ‘accessible’ information about the company
To be one of effective online channel to enhance brand awareness & experience 4
KPIs : # visits
# Interactions
# Like/ share 3
Content & database Marketing
Customer-oriented web & platform for digital marketing
KPIs : # leads (visits)
# returned visits
Time spent on specific page/ banner
Click Thourgh rate 2
1. To fix the existing technical and inactive problem
To improve web accessibility and utilization to be more user-friendly
To be a main information center to support visitors from online advertising campaign, product/service websites, and social media to be developed in the future
To create a platform for eCRM/ online Marketing & Brand Communication
1)To have website
aligning with corporate
brand image/identity
2) To be a market-facing
communication tool that
serve customer’s need
3) To obtain responsible persons in maintaining website content 1
Must-be quality

8. Website development roadmap (detailed)
SCG Chemicals as a regional industry guru
To be a market-facing web providing real-time ‘relevant’ and ‘accessible’ corporate information to target audience
To be one of effective communication channel to enhance corporate image / brand awareness & experience regionally
To be an alternative marketing communications tools
To be an alternative industry knowledge center 1 2 3
To enhance the website to be interactive website, enabling 2-way communications with customers/stakeholders
Customer Self-Service/ Interactive website (Online inquiry & troubleshooting)
Customized information for specific users, e.g. search assisted catalogs
-Technical knowledge library
Trouble shooting/ technical FAQ
Create link to leading material websites e.g. matweb.com, ides.com
To fix the existing technical problem
To act as comprehensive & relevant corporate content database
To improve web accessibility and utilization to be more convenient, real-time ,user-friendly
-To support content to audience from brand’s ATL media
- New or highlighted product/services section in homepage banner and on the side of all product page
Customized information for specific users : Alternative product information search : 6 criteria
- To be a platform for digital marketing communications
-Features to support branded content online: Rolling ad banner / vdo section/ product featured story/ media center
-Social media sharing: Facebook Plug-in “Like” button on the home page and content pages
Special banner to promote brand campaigns/ highlighted activities on the homepage (measurement included)
To be a platform for digital brand building
SEO strategy
- Online inquiry/ troubleshooting
-e- brochure/magazine/technical datasheet/ newsletter
- Info subscription form
- Instant visitor/customer database collection
Enhance brand image/ improve purchase intent
Leverage tool’s strength to serve business needs
Social media platform
& consumer insight

9. Website as a tools to develop digital branding /marketing communications strategy
The Bottom Line :
- To increase brand awareness
-To improve purchase intent
Website development
as a plat form for brand communications
Consumer insight collection & Analysis through Web statistics
Design/shape digital branding/marketing comm. strategy
Measure effectiveness of the campaign/media
Optimization
: re-design digital branding/marketing strategy to match audience’s behaviors
Improve website/digital tools feature to fit strategies

10. Target Audience

11. Target Audience Primary target Non-stakeholders Stakeholders
Analyst (investors)
Press
Students
Industry players (Potential customers)
Community
SCG Management
Customers
(Traders/brand owners/ Purchasers))
Consumers (B2C)
Primary
target

12. Website Design
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13. Design Concept Key Words
Objective : To have website aligning with corporate brand image/identity - To be able to convey brand messages
(สอดคล้องต่อภาพลักษณ์ของบริษัท)
Design Keyword :
Creative & modern look& feel
Simple, but professional and trustworthy
Friendly user interface

14. New website structure

16. The mock-up design

17. Mock-up design
mock up _htmll

18. The new market-facing product listing system

19. Objectives of product re-categorization on the website
Cover all product/ service SCG Chem Portfolio (Polyolefins & Other subsidiaries)
Market- facing ง่ายต่อการ search หาข้อมูลproduct/ service ของ กลุ่มเป้าหมายทุกกลุ่ม โดยเฉพาะลูกค้า
B2B : Converters / Traders
B2C : Brand owners/ Buyers + potential customers who has never known about our products
Professional approach

20. The market-facing product listing system : The 6 Search Criteria
Product Category
Industry
3) Application
4) Process
5) Resin Types
6) Trade names

21. Website Management www.scghrknowledge.com
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22. Scope of Website Management
Objective
To be a channel to share information to target group
1.1 HR knowledge
1.2 Movements of activities in SCGHR
To enhance SCG brand image
To be SCGHR platform of knowledge information
Target
Objective/ Roadmap
Activities (methodology)
Target audience
Government Sector
Public

23. Scope of Website Management
Design
The web consists of 7 menus;
Home
SCG Website
Knowledge
Book
Award
News & Activity
Contact Us
Objective/ Roadmap
Activities (methodology)
Target audience

24. Scope of Website Management
Design
The web consists of 7 menus;
Home
SCG Website
Knowledge
Book
Award
News & Activity
Contact Us
HRD
HRM
Objective/ Roadmap
Activities (methodology)
Target audience

25. Scope of Website Management
Design
The web consists of 7 menus;
Home
SCG Website
Knowledge
Book
Award
News & Activity
Contact Us
Human Resource Management Excellence
Sustainability Management Excellence
Corporate Social Responsibility
Leadership Excellence
Objective/ Roadmap
Activities (methodology)
Target audience
Good Governance Excellence

26. Scope of Website Management
Content Management
- Source of content
- Monitoring & Content updating
- Frequency of update
- Responsible person
- Validation process
Objective/ Roadmap
Activities (methodology)
Target audience

27. Frequency of Monitoring & Update
Scope of Website Management
Monitoring & Content Update
Menu /
Function
Source of
Content
Frequency of Monitoring & Update
Daily
Weekly
Bi-Weekly
Monthly
Quarterly
Annually
Home -
(Link to)
SCG Website
CCO
Knowledge
HR Websites
SCG-CHR Strategy
Book
SCG – CCO
SCG - CHR
Award
News &
Activity
Executive Briefing Center
Contact Us
VDO
Objective/ Roadmap
Activities (methodology)
Target audience

28. Scope of Website Management
Objective
Design
Content Management
- Source of content
- Content updating
- Frequency of update
- Responsible person
- Validation process
Monitoring & Counter
Subscription & Member categorize
Search function
- What kind of search the web provide
System Management
- Program….make sure it is stable
- Online subscription
- Hosting and future location of host
Test-run period
Objective/ Roadmap
Activities (methodology)
Target audience

29. Scope of Website Management
Design
- Awards Menu consists of
รางวัลความเป็นเลิศด้านการจัดการทรัพยากรบุคคล
(Human Resource Management Excellence) ได้รับต่อเนื่องเป็นปีที่ 13
รางวัลความเป็นเลิศด้านนวัตกรรม (Innovation Excellence) ได้รับต่อเนื่องเป็นปีที่ 9
รางวัลความเป็นเลิศด้านสินค้า/การบริการ (Product /Service Excellence)
รางวัลความเป็นเลิศด้านความรับผิดชอบต่อสังคม (Corporate Social Responsibility
Excellence) ได้รับต่อเนื่องเป็นปีที่ 5
รางวัลความเป็นเลิศด้านผู้นำ (Leadership Excellence) ได้รับต่อเนื่องเป็นปีที่ 2
Objective/ Roadmap
Activities (methodology)
Target audience

30. Website revamp - Main Objectives
To enhance brand image
To have a website aligning with corporate identity (สอดคล้องต่อภาพลักษณ์ของบริษัท)
To Improve purchase intent
To be a market-facing communication tool that serve customer’s needs ง่ายต่อการใช้งาน สืบค้นข้อมูลของลูกค้า
To have updated, real-time, relevant corporate information available on the website
To maintain accessibility of the website
To obtain responsible persons in maintaining website

31. Website revamp Objective>> KPIs
1) To have website aligning with corporate brand image/identity
(สอดคล้อง + เสริมภาพลักษณ์ของบริษัท) >> Enhance corporate brand image -
2) To be a market-facing communication tool that serve customer’s needs
(ตอบสนองความต้องการของลูกค้า)
User-friendly interface ง่ายต่อการใช้งาน สืบค้นข้อมูล
Customized product search features ( 6 criteria) >>reflect customer behavior
3) To obtain responsible persons in maintaining website content
- Website editorial team
KPIs : C.I. Alignment
: Target audience’s perception / brand experience received from the website
KPIs : Customer ‘s satisfaction score toward the website usage
# of visit and repeated visit
Time spent on specific pages
KPIs : Structured / official organization or working unit

32. PPA : Current Problem summary
Solutions
Inactive website
Static content, not up-to-date, Outdated company and product information
Establish website editorial committee
Frequent major technical problems
(e.g. inaccessible to the home page)
-1 year programming warranty
- User training from the vendor
Outdated corporate key visuals and design : not up- to- date with our corporate brand identity
Brand attributes are reflected in the design mood & tone
Unfamiliar URL name: http//chemicals.scg.co.th, not the same as company/ brand name
Register additional URL name to be more familiar, more easy to recognize and remember
Unattractive design
Redesign to have more creative/modern look & feel and have C.I. Alignment
No web statistics
Web Statistic (Google Analytic)
Visitor statistic
Traffic Statistic (channel)
Content statistic

33. (0) Technical Improvement (1) Website as an eCRM tool
PPA : Action Plan (1)
(0) Technical Improvement
(1) Website as an eCRM tool
Technical Knowledge library / Trouble shooting/ Technical FAQ (username-password required)
Industry Knowledge sharing: Create link to leading material websites e.g. matweb.com, ides.com
Member subscription system for information/ newsletter
Request Technical datasheet online
Social media sharing: Facebook “Like” button on the home page and content pages allows visitor database collection instantly
Inquiry form in “Contact Us” section
Direct contact information to SCG Chemicals’ direct persons in charge in all product pages
Quick search button on homepage and product page
Fix security and error problems
Update and add information
Web Statistic (Google Analytic)
Visitor statistic
Traffic Statistic (channel)
Content statistic
SEO Friendly URL (programming features) helps website to appear on top of the list in search engine
Systematic information outline showing on result page of the search engines
Register additional URL name to be more familiar, more easy to recognize and remember
Create links to product brand web or subsidiary’s websites e.g. Design catalyst, Rotointrend, GSC, TMMA

34. PPA : Action Plan (2)
(2) Communications tools for enhancing Brand image
(2) Website as an alternative Marketing Communications tools
Rolling Advertising Banners on the top of the homepage
Featured story on the side of each product page
Information sharing button from the web to Social media :
Facebook “Like” button at the content body
VDO broadcasting section to broadcast the online TV scoop or PR VDOs (if any)
Brand attributes are reflected in the design mood & tone
Highlight Products/ events : New Products / feature products section on the home page
New/ Featured product section on the side of all product page
Alternative product search system(5 tiers) : Industry/Market/ Resin Type/ Process / Trade names
Product application interactive banner in 1 picture (like in the brochure folder)

35. Proposed Website Editorial Team
Representatives from each related functions : Sales/ Marketing /Brand& Comm/ TS/CSR/ SHE office
Meeting every 3 month to review and update their own parts of content
Role & Responsibility
Content monitoring every 3 months
Plan & follow up content to be updated
Inform web editorial team

36. Proposed workflow for web content update
Work Process
Content owner
Content owner
Brand& Comm
Web Admin
Content monitoring /development
Content editing/ approval
Upload on the web 1 2 3
1.ข้อมูลเปลี่ยนแปลง และคนพร้อม
2. ข้อมูลที่ไม่กระทบภาพรวมเชิง brand
1.ข้อมูลไม่ค่อยเปลี่ยนแปลง หรือคนไม่พร้อม
2. ข้อมูลสำคัญกระทบภาพรวมเชิงbrand

37. The working team.... Functions Persons in charge Responsibled parts
Marketing
Nattha (Plast)/ P’Ben (Perf)
- Product information Market/ Application Categorization
- New Product Update
Sales
P'Ranut (SCG Plast)
K.Vachara (Perf) TS
P’Apichart (Plast)
P’Pornchai (SCG Perf)
Product Categorization
Technical FAQ
Technical Library QA
K. Som
 Technical Datasheet/ MSDS/ FDA
Biz Com
P'Maywika/ Pichaya
About SCG Chemicals, News Room update, advertising banner, product catalog, magazines
Branding
P' Ajana
Main advertising banner/ SCG Eco Value/ Building Success Together reference case (if any)
Ebiz
Teerapat
Web architecture/ Technical
Search engine
Safety
Jirapong
Safety part in ‘Sustainable Development’ category
CSR
Taweeporn
CSR part in ‘Sustainable Development’ category HR
Ruangwiroon
Career

38. YJ’s comment
Website management
1 ความถี่ในการ update content แต่ละเมนู
Daily basis ? Quarterly?
2 คนรับผิดชอบ หัวหน้าโต๊ะข่าวเมนูต่างๆ และ หัวหน้าที่ดูภาพรวม
(เสนอชื่อ)
3 แผน promote web ให้มี traffic เข้ามามากๆ
Product metric : ตัด process ทิ้ง
- ดูเรื่อง property การ show แต่ละเกรดสินค้า ให้ marketing review

39. ดูเรื่อง itune ให้ support mobile
Web development :
ดูเรื่อง itune ให้ support mobile
ทำ menu ให้ flexible ในการเปลี่ยนแปลง
Timeline ให้ go-live เร็วขึ้น
ชื่อ url : (Main)
scgchemicals
Present CY/ Brand Committee :
Strategy :
-Website as a tool to support strategic communications?
SCG Chem Target Audience Vs Tools
Design mood & tone ตอบโจทย์ brand อย่างไร
Website จะตอบโจทย์ Audience กลุ่มไหนมีประโยชน์ทางการสื่อสารถึงกลุ่มเป้าหมายอย่างไร

40. Timeline