Building content digital channels for the mobile age by Yanzer Lee, Fireworks Solutions Sdn Bhd

Building Content Distributing Channels

for The Mobile Age

!

!

• Use to be a Designer + Coder • Now Run Around Meeting Clients !

• Not A Professional Presenter !

• E: [email protected]

Yanzer Lee

mailto:[email protected]

!

!

• Fireworks Solutions Sdn Bhd, Founded 2003 • Specialised in Digital Marketing &

Innovations !

!

• E: [email protected]

Yanzer Lee

mailto:[email protected]

!Fireworks is the Digital Agency. !In past years, we’ve executed more than 100 digital marketing projects for brands such as Samsung, Canon, KFC, Gillette, BMW, Mini, Pepsi, Tourism Malaysia, Brands Chicken Essence and many more.

Fireworks is the Digital Innovator. !From The Boom of The Internet, to the Rise of the insanely ubiquitous Smart Phones - Fireworks was there, in the heart of technology.


for The Mobile Age

CONTEXT: )

7www.fireworks.my

Phone: +603 7710 2995 E-Mail: [email protected]

This is not a pitch about whether Content is King. A Compact discussion on :

• Content Distribution Channels • Content Channel for Mobile Age • Strategising The Delivery

YOUR PRODUCT & YOUR CONTENT: )

8www.fireworks.my


• Information about your product • Personality about your product • Related Information about your product • Content related to product’s target market

WHAT ARE CONTENT DISTRIBUTION CHANNELS?C h a n n e l s

9www.fireworks.my


Channels can come in the form of “Social Networks:” • Facebook• Twitter• Google +• LinkedIn

OR “CONTENT SHARING/DISTRIBUTION” SITES SUCH AS: C h a n n e l s

10www.fireworks.my


Presentation sharing sites: • Slideshare Image sharing sites: • Pinterest • Flickr • Photobucket

White Paper distribution sites: • Cio Whitepapers !

!

Video sharing sites: • YouTube • Vimeo

OR SOCIAL MOBILE APPS…

C h a n n e l s

11www.fireworks.my


!

• Instagram • WeChat • Foursquare

OR TOOLS DESIGNED BY BRANDS TO PROMOTE THEIR CONTENT

C h a n n e l s

12www.fireworks.my


!

• News Network Apps • News Network Apps • Video Network Apps

C h a n n e l s

13www.fireworks.my


DEMOGRAPHICS GOOD CONTENT GOALS BAD CONTENT GOALS WHAT WORKS WHAT DOESN'T WORK

• 18-24 is the most popular age bracket • 60% female, 40% male • Household income below $30,000 • “Some College” and “Bachelor’s Degree” are

the most popular education levels • Most users browse while at home

• Increase brand awareness with a B2C audience

• Increase brand trust/authority

• Increase website traffic

• Receive feedback

• Increase direct leads / sales

• Posts with video, images or links attached

• Funny and light hearted content

• Quotes and questions

• Contests and promotions

• Extra-long posts (140+ characters)

• Posts with heavy sales messages

C h a n n e l s

14www.fireworks.my



• 35-44 is the most popular age bracket • 50% female, 50% male • Household income above $30,000 • “Bachelor’s Degree” “Master’s Degree” are the

most popular education levels • Most users browse while at work

• Increase brand awareness with a B2B audience


• Attract new employee talent





• Business related content

• Content related to work performance

• Inspiring content • Quotes and

questions


• Extra-long posts (140+ characters)


C h a n n e l s

15www.fireworks.my



• 18-29 is the most popular age bracket • 45% female, 55% male • Household income between $30,000-$50,000 • Some college • Urban residents

• Increase brand awareness with all audiences





• Tweets with images

• Tweets with links to quality industry content

• Tweets about new topics

• Asking questions • Tweets with heavy

sales messages

C h a n n e l s

16www.fireworks.my



• 18-29 is the most popular age bracket

• 80% female, 20% male • Household income above $30,000






• Content that appeals to women

• Images of items that people want to buy even if they can’t afford it

• Content about children and parenting

• Content with prices • Food related content • Visual stories • How-To information • Images and Infographics


• Video • Asking questions • Posts with heavy

sales messages

C h a n n e l s

17www.fireworks.my



• 18-34 is the most popular age bracket • 38% female, 62% male • Household income between $30,000-$50,000 • Very technical audience (Engineer, Developer,

Software Engineer)

• Increase brand awareness with a very technical audience


• Occupy more real estate in Google Search for branded searches





• Extra Long Posts • Google+ Hangout

Webinars



C h a n n e l s

18www.fireworks.my



• 8-34 is the most popular age bracket

• 50% female, 50% male • Household income above

$30,000 • Highly educated audience • Highly professional audience • Commonly viewed at work


• Increase direct leads / sales – especially in a B2B market



• Increase opt-ins (e-mail, download, form submit)



• Well-designed slides with lots of pictures

• Slides with links back to your website

• Slides using Slideshare’s paid opt-in advertising service

• Presentations with less than 20 slides

• Presentations with less than 25 words per slide

• Presentations with audio and video included

• Visual stories • Case studies

• Presentations with lots of words

• Poorly designed presentations

• Presentations with heavy sales messages

• Asking questions • Contests and

promotions

C h a n n e l s

19www.fireworks.my



• 18-34 is the most popular age bracket, but all ages have a strong presence

• 46% female , 54% male • Household income between $30,000-$50,000 • Commonly viewed at school

• Increase brand awareness with a B2B and B2C audience

• Increase brand and individual trust/authority





Webinars



C h a n n e l s

20www.fireworks.my



• 18-34 is the most popular age bracket • 38% female, 62% male • Household income between $30,000-$50,000 • Very technical audience (Engineer, Developer,

Software Engineer)

• Increase brand awareness with a very technical audience


• Occupy more real estate in Google Search for branded searches






Webinars



MOBILITY MARKET

w w w.f i rewo r k s . myPhone: +603 7710 2995 E-Mail: i n fo @ f i rewo r k s . my

Smartphone penetration in MalaysiaT R E N D S

22

2013

63%

2012

47%

2011

35%

source : The Star, & The Sun Daily by Ericsson ConsumerLab in South-East Asia

67%Broadband penetration 67.1%

*per 100 households


Meaning?T R E N D S

23

• Which means 6 out of 10 Malaysians have at least one smart phone. !

• And if you are talking about the urban areas, the usage of smartphones i can imagine is at more than 80%.


: )

24

It makes sense for businesses, to communicate and deliver their content via smart phones & smart devices, directly to the hands of their

intended target audience.

“”


for The Mobile Age

SAMPLE # 1 : MOBILE PHONE + BUSINESS CARDCO N T E N T

26www.fireworks.my


http://bit.ly/yanzer

OR

Key in the URLScan the QR Code

TThe 5W Content Distribution Framework !

The 5W Content Distribution FrameworkFr a m ewo r k

28www.fireworks.my


WHO WHY WHAT WHERE

Who is the target audience

Why do you want to reach your audience? The Objective? The Purpose?

What Content? What is the activity? What is the desired action?

Where is my distribution network? Which channel should we choose?

The 5W Content Distribution FrameworkFr a m ewo r k

29www.fireworks.my


WHO WHY WHAT WHERE

When your target audience is not actively / not ready for your content, how to we engage them?

When your target audience ready to engage with your content, what should we do? How can we “be there” when the need arise?

After we’ve engage our audience, what is the next step?

BeforeDuring

After

WHEN

The 5W FrameworkFr a m ewo r k

30www.fireworks.my


BeforeDuring

After

WHO WHY WHAT WHERE

WHEN

BUILDING YOUROWN DISTRIBUTION CHANNEL FOR MOBILE

Case Study 1

C AS E S T U DY

33www.fireworks.my


Mead Johnson has been a world leader in infant nutrition for over a century. Enfagrow A+ range of Milk Powder is currently their main product line. !DIGITAL MARKETING MISSION STATEMENT

To capture and retain market of Enfagrow A+ Milk Powder via the Mobile Channel

MEAD JOHNSON MALAYSIA | ENFA A+ MILK POWDERC AS E S T U DY

34www.fireworks.my


BeforeDuring

After

WHO WHY WHAT WHERE

Expecting Mothers, & Existing Parents

BRAND AWARENESS

COLLECT DATABASE

PROMOTION

EDUCATE

BRAND LOYALTY

LONG TERM BRAND STICKINESS

PARENTING ARTICLES

PRODUCT INFORMATION

SOCIAL CONNECT & SHARING

PARENTING TOOLS THROUGHOUT PREGNANCY TO GROWING UP

PROMOTIONS, EVENTS & HIGHLIGHTS

PUSH MESSAGING

REACH CONSUMER THAT IS INTERESTED IN “PARENTING” VIA APPSTORE

APPSTORE SEARCH OPTIMIZATION

SEARCH ENGINE OPTIMIZATION

MOMS APP : PARENTING TOOL @ YOUR FINGERTIPSC AS E S T U DY

35www.fireworks.my


View Video On Youtube

Own the domain of “Pregnancy & Parenting” in the Mobile App LandscapeC AS E S T U DY

36www.fireworks.my


Appstore Search

Optimization

Promote Product Relevance through Education of ConsumerC AS E S T U DY

37www.fireworks.my


Educate Consumers &

Promote Product Relevance

Leads to Actionable Objective

Promote “Brand Stickiness” with the consumer ( Parents )C AS E S T U DY

38www.fireworks.my


Tools to help through the

stages of Parenting

Use the power of social mediaC AS E S T U DY

39www.fireworks.my


Share Moments & Diary Share Articles

Stay connected

Updates & Communication

via Push Messaging


Results : )

40

• Top 10 in Appstore on Parenting & Pregnancy Keywords

• Generated more than 1000s leads • XX% Active users • XX% Users more than 1 year

** Some results are omitted by the brand owner’s request

Case Study 2

C AS E S T U DY

42www.fireworks.my


Amway, is a global direct selling company. They sales channel is through their distributors (members). !DIGITAL MARKETING MISSION STATEMENT

To create a platform to Empower the Distributors of Amway in the Age of Mobility

AMWAY MALAYSIAC AS E S T U DY

43www.fireworks.my


WHO WHY WHAT WHERE

DISTRIBUTORS / MEMBERS

RECRUITMENT

EASY PARTICIPATION

TRAINING

INCREASE SALES

TRAINING MATERIALS

OFFLINE PRODUCT CATALOGUE

BUY NOW

MOBILE JOINING FORMS

PUBLIC CONTENT

SINGLE SIGN ON

MONTHLY MAGAZINE & INSPIRATION

PUSH NOTIFICATIONS

ANALYTICS

BeforeDuring

After

MOTIVATION

CONSTANT CONTACT

UNDERSTAND

AMWAY MALAYSIAC AS E S T U DY

44www.fireworks.my



Increase Sales Activity via Mobility, Empower Members with Training ToolsC AS E S T U DY

45www.fireworks.my


True Mobility : Access without

internet

Training, Marketing ,

Product Catalogue

Keeps Constant Contact, Keeps them MotivatedC AS E S T U DY

46www.fireworks.my


Rich and Interactive

Monthly Magazine

Updates & Communication

via Push Messaging

Constant Motiving Success

Stories

Technology to Analyse, Ease Usability and Speed of MaintenanceC AS E S T U DY

47www.fireworks.my


Integrates with Amway Single

Sign On

Powerful Analytics to

understand the users

Powerful Content

Management System


Results : )

48

• Currently implemented to 5 countries • More than XXX publications on digital • More than XXXk users • XX% Active users


Case Study 3

C AS E S T U DY

50www.fireworks.my


OUM is a Open & Distance Learning University in Malaysia. Most of their students learns from a remote location and at their own time. !DIGITAL MARKETING MISSION STATEMENT

To create a platform to distribute and enhance educational content via the Mobile platforms.

OUMC AS E S T U DY

51www.fireworks.my


WHO WHY WHAT WHERE

STUDENTS & POTENTIAL STUDENTS

GENERATE LEADS

NEW REVENUE STREAM

FREE CONTENT

GUEST MEMBERSHIP ( GENERATE LEADS)

MOBILE CONTENT

LEARN ANYWHERE & ANYTIME

PAID CONTENT

BeforeDuring

After

MOBILE LEARNING

ENHANCE LEARNING EXPERIENCE

CATER TO REMOTE AREAS

OUM APP : TRUE MOBILE LEARNINGC AS E S T U DY

52www.fireworks.my



Full Courseworks in One Place. Access Anytime, Anywhere.C AS E S T U DY

53www.fireworks.my


True Mobility : Access without

internet

All Education Materials in your

Smart Device

New Revenue Stream : Paid

Content

ENHANCED LEARNING MATERIALSC AS E S T U DY

54www.fireworks.my


Interactive BooksInteractive &

Engaging Learning Materials

Video LecturesAudio Book

ENCOURAGE EDUCATION, GENERATE LEADSC AS E S T U DY

55www.fireworks.my


Free content for guest members,

generates thousands of leads


Results : )

56

• More than XX% adoption rate on available courses • 1000s of new leads generated • New sustainable Revenue Stream for OUM • Making big waves in the press for OUM • Impact on University Ranking


THANK

YOU

!