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BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013
Notes on presentations Notes on presentations Notes on presentations Notes on presentations
Aida Abdul RazakAida Abdul RazakAida Abdul RazakAida Abdul Razak
This means “check this out”
Ali Bullock, Director Corporate Communications, Dow Jones Hong Kong
How I Built the Cathay Pacific social media
experience from 1 fan to 40 million.
Cathay Pacific Social Media ObjectiveCathay Pacific Social Media ObjectiveCathay Pacific Social Media ObjectiveCathay Pacific Social Media Objective
• Elevate Brand
• Be a customer service channel
• Be a promotions channel
• Celebrate Hong Kong
• Get feedback
Success factor : 100,000 fans in 1.5 years
Tips :Tips :Tips :Tips :
1. Very easy to turnaround upset customers – just do it quickly
2. Sign off the post in your own name
3. Don’t be afraid to make mistakes, apologise, delete and move on, speed and accuracy is key
“Social media is your brand in the consumers’
hands.”
#findgreatness
Technologyreview.com > most Powerful Emotions on Social Network Revealed
Ted.com/talks/don_tapscott_four_principles_for_the_open_market
Insights:Insights:Insights:Insights:• Must have a crisis
management comms plan
• During incidents, news journalists look to social media as a source of news. Be that source
• Give friendly sites (FB/blogs) a “Fan of your brand” logo / badge
Aseem PuriMarketing Director Unilever Singapore
Unilever ObjectivesUnilever ObjectivesUnilever ObjectivesUnilever Objectives
• Increase business
• Lessen environmental footprint
• Increase social impact
Insights:Insights:Insights:Insights:
1. Quality and price are the same across brands, the differentiation is SOCIAL PURPOSE
2. Marketing is finding a truth and sharing it.
3. Socio-marketing = Be a Best Friend
To Create Differentiation: To Create Differentiation: To Create Differentiation: To Create Differentiation:
1. Support Others to do good
2. Own a Cause
3. Living A Purpose
Formula : Creating a Social PurposeFormula : Creating a Social PurposeFormula : Creating a Social PurposeFormula : Creating a Social Purpose
Who do we serve? What is their
issue that we want to own?
What standpoint do we want to
take? What is OUR purpose in this
issue?
Find a partner / ally / NGO
Commit $$, Time & Effort for long term
purposeYouTube : DOVE Ad MakeoverYouTube : DOVE Real Beauty Sketches
None of us
is as dumb as
all of us
Power of Purpose-Driven Marketing in the Digital Age
Diederik van MiddelkoopCreative Director MassiveMusic Shanghai
In GUT we trust
World Science Festival, Bobby McFerrinNotes & Neurons“In Search of the Common Chorus”
Drama & Aesthetic
Drama & Aesthetic
Branding & Image
Branding & Image
A Dynamic Balance
A Dynamic Balance
50% of this balance is music’s contribution to trigger emotion for all 4 components to jive together and touch the heart / mind of the viewer.
Parle Mango Juice advert featuring Shah Rukh Khan
PS Vita ad – Play in New Ways
Nike Run China ad – about how a woman sees herself.
How music makes the ad:How music makes the ad:How music makes the ad:How music makes the ad:----
BRANDSBRANDSBRANDSBRANDS
BANDSBANDSBANDSBANDS
FANSFANSFANSFANS
Insight:Insight:Insight:Insight:
Establish a Brand-Band-Fans connection through music(NOTE: DONE THAT!)
Ted.com/talks/don_tapscott_four_principles_for_the_open_market
Panel session: Town hall debate on social media and the changing demands of global consumers.
Social Media nudifiescompanies. Naked
companies need to get BUFF with
Honesty
Credibility &
Expertise
Nabil ChebbiMarketing & Operation Leader, Microsoft Thailand
Content is king but DATA is
queen
So, I’m a tech guy.
mobile
cloud
social
EEEENNNN
AAAA BBBB
EEEE
LLLL
BIG DATA
Get more insights before a product is launched... From..Get more insights before a product is launched... From..Get more insights before a product is launched... From..Get more insights before a product is launched... From..
1.Employees - using an internal social tool (like 1intra)
2.Data Visualisation tools such as Windows AZURE marketplace
3.New insights, new data mash-ups and finding new patterns on behaviour, demographics, usage, needs.
Insight:Insight:Insight:Insight:
Embrace Insights
Move FAST Move FIRST
Accelerate Broad adoption (across LOBs)
U got a problem?
Paras Sharma Vice President Sports Fox International Channels
Content Marketing Revolution
•Kate Spade•P&G Home Made Simple•Lowe•General Mills Tablespoon•Coke Studio•ESPN Football Clock
I can be Paras Sharma
Age of GEN Creators Curators Connectors Community
Moving from...
EXPOSURE to ENGAGEMENT
USER to EVANGELIST
What is Content? Staff stories * product info * service info * shop design * company values * customer feedback * advertising What is Content Marketing? Create, publish, share relevant and compelling content to a buyer, focusing on all stages of buying process from brand awareness to evangelism.
GOALSGOALSGOALSGOALS
Know your Know your Know your Know your CustomerCustomerCustomerCustomer
Serve Serve Serve Serve msgmsgmsgmsg at at at at the right time the right time the right time the right time right placeright placeright placeright place
Have Content Have Content Have Content Have Content ReadyReadyReadyReady
Have Have Have Have Channels Channels Channels Channels readyreadyreadyready
Have a Have a Have a Have a Calendar of Calendar of Calendar of Calendar of ContentContentContentContent
Have a TeamHave a TeamHave a TeamHave a Team
TRENDSTRENDSTRENDSTRENDS* Video* Video* Video* Video
* Co* Co* Co* Co----creationcreationcreationcreation
* Bite* Bite* Bite* Bite----sized sized sized sized contentcontentcontentcontent
* B on Mobile* B on Mobile* B on Mobile* B on Mobile
* * * * SyndicatSyndicatSyndicatSyndicat’’’’nnnn
* Analytics* Analytics* Analytics* Analytics
Dan Zonmani CEO Lowe Bangkok
Learning from Winners!
superbowlads.org
TOP International Award ShowsTOP International Award ShowsTOP International Award ShowsTOP International Award Shows
Insight:Insight:Insight:Insight:
You Need to Narrow Down Your Message :
Relevance.Relevance.Relevance.Relevance.Originality.Originality.Originality.Originality.Impact.Impact.Impact.Impact.Insightful.Insightful.Insightful.Insightful.
Whaaaaat!?
There is No Formula.
Find the Compelling Truth About Your Brand.
Judge Your Work Like a Human Being not as Client
Don’t pretend to GET IT when you don’t.
Ask AGENCY to leave the room after a pitch.
People Listen to People NOT Ads
Be Culturally Connected
Don’t throw everything at the customer in an ad
Cannes Lions D&ADLondon International
TOP Regional Award ShowsTOP Regional Award ShowsTOP Regional Award ShowsTOP Regional Award Shows
ADfest
Spikes Asia
AWARD awards
The Work Annual