XM Asia Adobe Digital Experience Presentation YourSingapore


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An insightful presentation on building world class digital experiences on the Adobe Customer Experience Management platform for Singapore Tourism Board

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  • Financial Institutions Directory – currently on Lotus Notes, replaced by .net
  • XM Asia Adobe Digital Experience Presentation YourSingapore

    1. 1. Web Experience Strategies & Case Study of Singapore Tourism Board<br />Paul Soon<br />18th August 2011<br />
    2. 2. Part of the WPP family<br />
    3. 3. Full Service Digital Agency <br />16 years of brand building, engagement, activation and relationship management on behalf of our clients<br />Offices in Singapore, Japan, Hong Kong, Malaysia and Indonesia<br />Strong capabilities across Strategy, UX, Creative, Technology and Analytics<br />Official Adobe Business Partner<br />
    4. 4. A Fine Balance<br />Experience<br />Technology<br />Planning<br />Analytics<br />Creative<br />
    5. 5. A Selection of our Clients <br />
    6. 6. What sort of a branded experience would be perfect?<br />
    7. 7. Personalised, Contextual and Intelligent<br />
    8. 8. Informational, utility led, ease of use<br />
    9. 9. Sharing, social, connected <br />
    10. 10. Distribution, two-way, concise<br />
    11. 11. But you would have to spend USD343.09 billion to buy them all<br />
    12. 12. The single objective we have for ALL our clients is to build a truly sustainable digital presence<br />
    13. 13. One that organically grows and makes the most of tactical spikes<br />
    14. 14.
    15. 15. The goal<br />Increase tourist arrivals and tourism receipts through a digital platform that delivers upon the brand promise, and brings to live the amazing experiences that Singapore has to offer in the most sustainable fashion<br />
    16. 16. Bringing the brand alive<br />Branded <br />Site<br />THE COMMITMENT<br />Strategy<br />THE WAY OF WORKING<br />‘Connecting the DOTs’<br />Video <br />Sharing Site<br />Video/Photo <br />Sharing Site<br />CAMPAIGN<br />Social <br />Network Site<br />Micro- <br />Blogging Site<br />‘BRAND X’<br />PLATFORM<br />ENGAGEMENT<br />
    17. 17. design creates stories, and stories create memorable experiences, and great experiences have this innate ability to change the way in which we view our world<br />
    18. 18. 6 segments<br />1000 new content to be written and developed<br />6 months of planning and strategy development<br />3 months of implementation<br />More THINKING<br />Less TALKING<br />
    19. 19. And so we set out to tell a story <br />One that would entice, engage and alter perceptions<br />Through a digital presence that embodied the city - exciting, easy and continuously transforming itself<br />A world class digital platform for a world class city<br />
    20. 20. The challenge<br />A diverse set of audiences, with different language, interests and content needs.<br />Transform an existing information-based website, with an exceptionally large amount of content.<br />Design and layout that engage the emotional, while providing the functional, essential tools for the rational mind.<br />
    21. 21.
    22. 22. The need for content strategy<br />A framework that governed and established rules<br />Structured for search<br />Mix of created, aggregated and user generated content that is meticulously tagged and reused<br />Create content once, publish to multiple devices<br />Flexible design templates and layouts that suits multiple business units <br />Adhere to editorial workflow & content lifecycle<br />Continuously monitor and measure the effectiveness of content<br />
    23. 23. Website<br />Social platforms<br />Word of mouth<br />A single platform to centrally manage distributed content, while creating a personalised, emotionally engaging experience<br />Blogs<br />Feeds<br />eDM & CRM <br />Reviews & Partner content<br />Mobile<br />
    24. 24.
    25. 25. 2 years on, we’re still learning<br />We obsess over the data and analytics<br />We strive to understand consumer behaviour better through multivariate testing and by extrapolating Omniture data<br />Continuously evolve the offering <br />Informed by insights gleaned through Omniture , powered by Adobe’s web experience management capabilities<br />
    26. 26. Thank You<br />