Reading Room Singapore presentation to Henley / Brunel MBA Singapore Alumni by Adam Portlock 16 June 2011

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Reading Room Singapore presentation to Henley / Brunel MBA Singapore Alumni by Adam Portlock 16 June 2011

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  • To predict the future you have to understand the context of the present
  • All MBAs – time for a quick quizWORK LAPTOP / DESKTOP COMPUTER?HOME LAPTOP / HOME COMPUTERMOBILE PHONE?SMART PHONE?IPAD / TEMPLATE?Why have them all - convergence
  • These are not small changes, the potential is immense, the noise is scary, the web is dead, long live the Internet, the difference between the two
  • Infographic highlighting statistics on how people are using mobile phones in 2011. The infographic shows that over 1 billion of the worlds 4+ billion mobiles phones are now smartphones, and 3 billion are SMS enabled (weirdly, 950 million mobile phones still don’t have SMS capabilities). In 2014, mobile internet usage will overtake desktop internet usage and already in 2011, more than 50% of all “local” searches are done from a mobile device.86% of mobile users are watching TV while using a mobile phone, 200+ million (1/3 of all users) access Facebook from a mobile device and 91% of all mobile internet use is “social” related.
  • What we know is happening
  • What we know is happening
  • In London. Boris the Mayor has committed to making all London data available to the public.This has meant tube map apps are being developed showing real time information of where any tube train on the network at any time on your handheld device.The same is true of the Boris Bike Scheme. You can find out before you head off whether there is a bike available and a parking space is available at the other end. All in real time.Attached image "iPad Metro Line" is the Singapore version of the App.  Attached image "iPad Metro Line 2" is how it looks on the iPad. ie, its compatible but looks like the iPhone on an iMap.You can find out the stations on a map, and the time of the first and last train from each station. And that's it.Another thing you could ask is "Does anybody know if all those parking space numbers everywhere is available in real time on a smartphone so you could know where to head before you got there"
  • Over the last 2 years the mobile app store revolution has exploded from nothing to a $6.6 Bn USD industry in 2010,
  • COMPLEXITY
  • Learning to engage with your audience groups
  • Different ages, cutures, regions, localities
  • Lost in translation Brand: Parker PenSlogan: ‘It won't leak in your pocket and embarrass you.’Slogan in Spanish: ‘It won't leak in your pocket and make you pregnant’Last week at a presentation a lawyer presented himself as the expert on Spanish employment law. Apparently he is being deluged by Spanish speaking followers on Linkedin and Twitter. We were asked how to manage Linked In profiles for an international audience. Answer god knows? Fortunately there is a tool for translating tweets.
  • Understand the strategy, talk to the individual
  • The six tenents
  • What we know is happening
  • Back to this later
  • Serco
  • Actually it is about greenpeace wanting to stop a whale hunt in Japan; So they put a campaign together by following a whale with a tracjer – they wanted to name it so did a poll online with names like…
  • Phasrsi for paradise
  • And this…..
  • Mr spalshy pants went from 5% of the vote to…
  • But greenpeace didn’t like it so tried to extend the voting period.
  • People got pissed off and it went viral
  • The hunt was ended
  • Lost in translation Brand: Parker PenSlogan: ‘It won't leak in your pocket and embarrass you.’Slogan in Spanish: ‘It won't leak in your pocket and make you pregnant’Last week at a presentation a lawyer presented himself as the expert on Spanish employment law. Apparently he is being deluged by Spanish speaking followers on Linkedin and Twitter. We were asked how to manage Linked In profiles for an international audience. Answer god knows? Fortunately there is a tool for translating tweets.
  • Reading Room Singapore presentation to Henley / Brunel MBA Singapore Alumni by Adam Portlock 16 June 2011

    1. 1.
    2. 2. Me – Adam Portlock…<br /><ul><li>MBA Henley Business School
    3. 3. Reading Room Marketing Director
    4. 4. 12 years prior experience in Aerospace serving Rolls-Royce
    5. 5. Published author on sponsorship and ambush marketing</li></li></ul><li>Reading Room…<br />• Digital specialist - web, social, mobile<br />•180 staff across Singapore, UK, Australia <br />•European Gold marketing award winners<br />•Forrester rated – top digital branding<br />•Marketing – marketing directors’ favourite digital agency<br />
    6. 6.
    7. 7.
    8. 8.
    9. 9.
    10. 10. Agenda<br />The context of social media and the Internet<br />Where we are now<br />Looking to the future<br />Five takeaway practical tips<br />
    11. 11. Quick Henley / Brunel MBA survey?<br />
    12. 12. Convergence<br />From:<br />Single corporate website<br />To:<br />Multi-channel, digital presence<br />
    13. 13.
    14. 14. Welcome to the revolution<br />
    15. 15. The Cluetrain Manifesto<br />•A powerful global conversation has begun.<br />•Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter - and getting smarter faster than most companies.<br />•The original browser<br />
    16. 16. What is social media?<br />
    17. 17. So why does social media matter?<br />Social media revolution 2011 <br />http://www.youtube.com/watch?v=3SuNx0UrnEo<br />
    18. 18. Who uses social media? <br /><ul><li>Global reach across demographics
    19. 19. Free access, ease of use, immediacy</li></ul>•In Singapore<br /><ul><li>3.6 million internet users, 82% use social networks
    20. 20. Facebook 4th most popular site, behind Google, Microsoft, and Yahoo sites</li></li></ul><li>So why is this channel so different?<br />•We are used to broadcast, this is narrowcast <br />•We are used to push, this is pull<br />•This is not controlled by big businesses – it’s controlled by users<br />
    21. 21. The current landscape<br />
    22. 22. What it currently means for brands<br />•Marks & Spencer has charged more for bras sized DD or above on the grounds that they cost more to make. <br />•Through Twitter and Facebook consumer Beckie Williams gathered a 15,000 strong following within 4 days.<br />
    23. 23. Who wants the best job in the world?<br />http://www.youtube.com/watchv=74p9qSoKSzA<br />
    24. 24. Best job in the world<br />The most awarded marketing campaign ever <br />•Applicants:34,684 from 201 countries<br />•User Generated content:610 hours<br />•Website visits:8 million (54 million page views)<br />•Campaign budget – US$1.2m<br />•Estimated media coverageover US$150m <br />
    25. 25. Million Dollar Memo<br /><ul><li>Follow up to best job in the world
    26. 26. Think Big QLD
    27. 27. View, like, vote, share</li></li></ul><li>United breaks guitars<br />•What do you do when an airline breaks your Taylor guitar?<br />•Ask for compensation!<br />•If that fails – write a best selling song and release it on YouTube<br />•Cost in lost business to United Airlines -c. US$180 million<br />http://www.screentweet.com/0LrjGFg<br />
    28. 28. Just for fun? <br />
    29. 29. Why does business need social?<br /> USA Survey<br />- 93% believe company needs a social media presence<br />85% believe the company should be interacting with users via social media.<br />What should companies use social for:<br />43% to solve my problems<br />41% feedback on their products and services <br />37%develop new ways for consumers to interact with their brand<br /> But many businesses are playing ostrich<br />Don’t want people talking about them!<br />
    30. 30. How do you manage risk?<br />Management buy-in<br />Control?<br />Compliance?<br />Morgan Stanley 600 financial advisors<br />Tailor the conversation<br />
    31. 31. Queensland floods <br />•Real time news / storm updates<br />•Reconnecting people<br />•Community support – volunteering, food, accommodation, clothing, fundraising<br />•Queensland Police Service<br />•165,000 Facebook fans<br />•11,000 Twitter followers<br />
    32. 32. Singapore elections<br />Prime Minister Lee HsienLoong described the impact of social mediaon the election results as:<br />“A distinct shift in our political landscape”<br />
    33. 33. Singapore elections<br />•Emergence of social media in a society in transition. <br />•“Democratization of all voices” – Kelly Choo, Brandtology<br />•Nicole Seah – iconic name of elections<br />•Most searched name / word on Yahoo Singapore search engine during the elections. <br />•Receiving 97,000 “likes” on Facebook<br />
    34. 34. Singapore Idol<br />
    35. 35. Beyond the law? <br />
    36. 36. Who’s law?<br />Ryan giggs photo – news of the world<br />
    37. 37. Social Media in Action<br />
    38. 38. Wikileaks<br />
    39. 39. Anonymous Hacktivists<br />
    40. 40. Egyptian uprising<br />“We use Facebook to schedule the protests,<br />Twitterto coordinate,<br />and YouTube to tell the world.“ Cairo activist<br />
    41. 41. How can this help our cities?<br />
    42. 42. What is a smart city?<br />http://bit.ly/a8IU31<br />
    43. 43. Zero Tolerance Analogy<br />•Similar to NYC - Rudolph Giuliani’s zero tolerance approach<br />•Stop minor crime makes community proud reducing more serious crime.<br />•For social media, greater citizen ownership means more effective city – specialist interests<br />•Allow people to keep informed and engaged on the move. <br />
    44. 44. Social media for smart cities<br />•Social trend spot to identify hot topics<br />•Motivate your community <br />•Build empowerment and ownership within community<br />•Cut operational overheads by greater citizen involvement <br />•Tap the greatest minds and innovative thinkers in your community<br />
    45. 45. Community issues<br />London Metropolitan Police – Chose a different ending<br />http://www.youtube.com/watch?v=Qxc0eh9ru3w<br />
    46. 46. The future<br />
    47. 47. The web is dead <br />Long live the Internet<br />The distinction between the two<br />
    48. 48. Personalisation <br />•Broadcast to narrowcast – Facebook advertising<br />
    49. 49. Geo Location <br />
    50. 50. Mobile<br />
    51. 51. The cloud<br />
    52. 52. Gamification<br />http://www.youtube.com/watch?v=yr-kKEylrJ8&feature=related<br />
    53. 53. A new generation of devices<br />“Everything has changed” <br />Apple<br />
    54. 54. Complexity<br />
    55. 55.
    56. 56. Opportunity versus Adoption?<br />
    57. 57.
    58. 58. Augmented reality<br />Personalisation – minority report – http://bit.ly/cI0BNv<br />
    59. 59. So to become social and mobile...<br />
    60. 60. You need digital localisation…<br />Start thinking local<br />
    61. 61. “The internet is everywhere, but it is not everywhere in the same way”<br />
    62. 62. Lost in translation? <br />
    63. 63. Global thinking Local knowledge<br /><ul><li>6 strategic elements for audience communication - on a global, national or regional level.
    64. 64. The more ‘local’ the communications the more we gain from our online relationships.</li></li></ul><li><ul><li>Content strategy
    65. 65. Talk to people in a way that is relevant to them
    66. 66. Brand strategy
    67. 67. Look the way they want you to look
    68. 68. Channel strategy
    69. 69. Be found in the places they expect to find you
    70. 70. Social strategy
    71. 71. Create conversations that help them to engage with you
    72. 72. Marketing and search strategy
    73. 73. Get found
    74. 74. Technical strategy
    75. 75. Be fast and efficient to market</li></li></ul><li>How does this work in practise?<br />Business Strategy<br />Overarching Digital Strategy<br />Market 2<br />Local Digital Strategy<br />Market 1<br />Local Digital Strategy<br />Market 3<br />Local Digital Strategy<br />Local Market Intelligence<br />Local Market Intelligence<br />Local Market Intelligence<br />Local Optimisation<br />Global Optimisation<br />Local Optimisation<br />Local Optimisation<br />Local Optimisation<br />Delivery<br />Delivery<br />Delivery<br />Local Measurement<br />Local Measurement<br />Local Measurement<br />Global Measurements<br />
    76. 76. CMS becomes GIMS (Global Information Management System)<br />UX becomes UIX (User Interactive Experience)<br />Measurement becomes Value Analysis<br />And then<br />
    77. 77. Five take away tips<br />
    78. 78. 1. Make fundamental changes<br />Often those in management don’t use the Internet<br />Very often those same managers ban social media tools internally<br />Like the web in 1999, the enthusiasts currently rule<br />
    79. 79. Live it<br />
    80. 80. Rule 2. Be authentic<br />!<br />
    81. 81.
    82. 82.
    83. 83. Anahi<br />
    84. 84. Pants<br />Mr<br />Splashy<br />
    85. 85. 5% - 70%<br />
    86. 86. 70%<br />
    87. 87. etc.<br />
    88. 88.
    89. 89. Brands and governments <br />need to understand<br />you can start a conversation,but youcan’tcontrol it<br />
    90. 90. Rule 3. Set measurable objectives, review and adapt<br />Our overall aim is... <br />Our objectives are….<br /><ul><li>Specific
    91. 91. Measurable
    92. 92. Agreed
    93. 93. Realistic
    94. 94. Time bound</li></li></ul><li>Rule 4. Be simple and do it now <br />“Any intelligent fool can make things bigger and more complex... It takes a touch of genius - and a lot of courage to move in the opposite direction”<br />- Albert Einstein<br />
    95. 95. Rule 5. Respond<br />
    96. 96. Thank you<br />web: readingroomsingapore.com.sg<br />email: info@readingroomsingapore.com.sg<br />twitter: @ReadingRoomSG<br />tel: +65 3106 2050<br />Reading Room Pte. Ltd.<br />29A-30A Duxton Hill<br />Singapore 089494<br />

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