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2011's vision for clients that we work for and the way we see the different role of digital plays out for them but one that will never go away is that if your consumers can't find you, they wont't buy you. Happy to get comments:)
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If I can’t find you. I won’t buy you.2011 is all about Connecting the dotsAn Asia Pacific PerspectiveApril 2011
Sunday, September 4, 2011
HELLO.
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Sunday, September 4, 2011
HELLO.
Sunday, September 4, 2011
Today’s Starting Point.
Sunday, September 4, 2011
The Holy GrailTo be a brand that is present at the right moments with the right words, always
Sunday, September 4, 2011
Constant evolution in the consumers’ and technology’s DNA
Sunday, September 4, 2011
What is a DIGITAL STRATEGY
Sunday, September 4, 2011
A digital strategy is one the reshapes and changes the way you brand and do business
It needs to change the way we think
Sunday, September 4, 2011
New Zealand Digital Strategy1. Long term goals2. Roles clearly defined3. Resources created4. Partnerships5. Strong vision
Sunday, September 4, 2011
Let’s rewind a bit and figure out Asian consumers’ core behaviours
Sunday, September 4, 2011
How do consumers uncover your brand/products/services/peer trust in Asia Pacific?
Sunday, September 4, 2011
57% of Asians will prompt a ‘search‘ through word of mouth from family and close friends
iProspect, “APAC Consumer Search Behavior & Attitudes Study”
Sunday, September 4, 2011
56% of Asians will prompt a ‘search‘ for a product, brand, service through TV commercials
iProspect, “APAC Consumer Search Behavior & Attitudes Study”
Sunday, September 4, 2011
55% of Asians will prompt a ‘search‘ for a product, brand, service through newspaper/magazine ads iProspect, “APAC Consumer Search Behavior & Attitudes Study”
Sunday, September 4, 2011
50% of Asians will prompt a ‘search‘ for a product, brand, service after seeing a banner adiProspect, “APAC Consumer Search Behavior & Attitudes Study”
Sunday, September 4, 2011
Paid needs to work harder
Sunday, September 4, 2011
Consumer engagement more or less always starts with a ‘SEARCH’* Google, Youtube, Facebook etc
Sunday, September 4, 2011
But what really is the true impact to NOT being Present?
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
UNPAID media leads to greater likelihood to purchase and affinity.
Paid media however, does add some brand cloud.
Sunday, September 4, 2011
Which markets are more likely to be influenced?
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Do you have a mobile site?
What’s your strategic mobile vision
Sunday, September 4, 2011
How should we go about connecting the dots within our OWNED and EARNED Assets?
Sunday, September 4, 2011
It is all in the way we organise ourselves and the way we use the great content we create
Sunday, September 4, 2011
Processes are a MUST in bringing to live your digital strategy
USER EXPRIENCE DESIGN & BEST PRACTICES!CONTENT STRATEGY!
Our website www!
Our Whitepaper
USER PROFILE ANAYLSIS
? ? ?
Information Architecture and CMS Implementation Process Overview
BUSINESS REQUIREMENTS
! ! ! !
INFORMATION ARCHITECTURE STRATEGY & UXD
IA Strategy
ANALYSIS
IA STRATEGY & USER EXPERIENCE DESIGN
CQ DEVELOPMENT
TESTING!CQ TEMPLATE &
COMPONENT DEVELOPMENT!
" " CQ TEMPLATE &
COMPONENT SPECIFICATION & DESIGN
3A
SITEMAP & CQ SITE STRUCTURE
3A
Sunday, September 4, 2011
Campaigns that builds engagement
Engagement programmes that drives involvement and action
Marketing technology platforms that optimises and keeps us believing through data
The way brands need to plan & operate
Data optimisation
Sunday, September 4, 2011
CAMPAIGN
PROGRAMMES
EXPERIENCES
PLATFORM
Example: Nike Plus
Sunday, September 4, 2011
Example: Nike Plus - product integration
Sunday, September 4, 2011
The need to ‘Reach’ + ‘Stretch’
Sunday, September 4, 2011
Campaign Reach
Engagement Stretch
Strong Platform
Sunday, September 4, 2011
Map out your user journeys
Sunday, September 4, 2011
Map out your user journeys
Sunday, September 4, 2011
Using data to tell a story (connecting the dots)
Sunday, September 4, 2011
Nimble -Great content distribution increases presence
Sunday, September 4, 2011
Organic Growth - focus on Owned & Earned
Sunday, September 4, 2011
So where do I start?
Sunday, September 4, 2011
Clearly defined business objectives and goals
Sunday, September 4, 2011
Ask yourself this question:“What is the relationship between the creative content you have created got to do with my Branded site vs. Social Network site vs. Micro-blogging site?”
Sunday, September 4, 2011
The further the connection and relationship, the less optimised is your brand experience
Sunday, September 4, 2011
The Role of Digital
Sunday, September 4, 2011
Sunday, September 4, 2011
Digital as the HUB and OptimiserPocari Sweat for Indonesia
Sunday, September 4, 2011
Why should this bother me?
Sunday, September 4, 2011
1. It bothers Google, that’s why(love links)
Sunday, September 4, 2011
2. 1/3 of your competitors are probably already trying to ‘connect the dots’
Sunday, September 4, 2011
3. One other important point,Asia is on par with the US
Take the LEAD
Sunday, September 4, 2011
What are we actually optimising for?
Sunday, September 4, 2011
Where the consumer starts
Sunday, September 4, 2011
There are just way too many search engines? Where do I start?
Sunday, September 4, 2011
You have to change your mindset.The leading search engines are your brand’s homepage and presence* btw, youtube is the second largest search engine behind Google
Sunday, September 4, 2011
Get your insights from your existing referring traffic data!*this is of course just the beginning
Sunday, September 4, 2011
Get your insights from your existing referring traffic data!*this is of course just the beginning
Sunday, September 4, 2011
‘Search’ is not just limited to search engines, sites like youtube & facebook are used as search engines too
Sunday, September 4, 2011
OR in general for Asia Pacific, we are looking at...Google, Baidu and Yahoo!
Sunday, September 4, 2011
In a perfect world
Sunday, September 4, 2011
And that first impression that counts might not be your branded homepage...
Sunday, September 4, 2011
Do I need to constantly create depth in experience?
Sunday, September 4, 2011
Yes to depth in your Content & more to your Distribution Strategy
Sunday, September 4, 2011
China example
Sunday, September 4, 2011
In china, think DIFFERENT, YES
Sunday, September 4, 2011
But the framework remains the same
Sunday, September 4, 2011
But the framework remains the same
Sunday, September 4, 2011
In short
Sunday, September 4, 2011
Across all marketsIf you have a great creative strategy/idea/product/service, they will find you. SEARCH.
Sunday, September 4, 2011
It is the sum of all your branded assets that will give you organic growthThe closer they are connected and leveraged, the more organic your brand lives online
Sunday, September 4, 2011
Make it a goal to shift focus from simply buying media but to start CREATING again
Sunday, September 4, 2011
Start mapping out your consumer touchpoints
Sunday, September 4, 2011
Digital success needs to be seen as a WHOLE
Sunday, September 4, 2011
Re-focus budgets on how you create and distribute
Sunday, September 4, 2011
Monitor on how your brand is performing and converting that into a process/action
Sunday, September 4, 2011
Technology is your starting platform
Sunday, September 4, 2011
Sunday, September 4, 2011
Paul SoonRegional Director, XM [email protected]
Thank you!Rethink. Refocus. Reshape
Sunday, September 4, 2011