XM Asia connecting the dots

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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 …

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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  • 1. If I can’t find you. I won’t buy you. 2011 is all about Connecting the dots An Asia Pacific Perspective April 2011Sunday, September 4, 2011
  • 2. HELLO. !"#$%&()$%*+%*,%-)%#.,/+%(-% 0*1/2%3-,,$3(%.,/%(-3#%(#$%1*4$+% -&%-)%3-,+5$)+6%Sunday, September 4, 2011
  • 3. HELLO.Sunday, September 4, 2011
  • 4. Today’s Starting Point.Sunday, September 4, 2011
  • 5. The Holy Grail To be a brand that is present at the right moments with the right words, alwaysSunday, September 4, 2011
  • 6. Constant evolution in the consumers’ and technology’s DNASunday, September 4, 2011
  • 7. What is a DIGITAL STRATEGYSunday, September 4, 2011
  • 8. A digital strategy is one the reshapes and changes the way you brand and do business It needs to change the way we thinkSunday, September 4, 2011
  • 9. New Zealand Digital Strategy 1. Long term goals 2. Roles clearly defined 3. Resources created 4. Partnerships 5. Strong visionSunday, September 4, 2011
  • 10. Let’s rewind a bit and figure out Asian consumers’ core behavioursSunday, September 4, 2011
  • 11. How do consumers uncover your brand/products/services/peer trust in Asia Pacific?Sunday, September 4, 2011
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 50% of Asians will prompt a ‘search‘ for a product, brand, service after seeing a banner ad iProspect, “APAC Consumer Search Behavior & Attitudes Study”Sunday, September 4, 2011
  • 16. Paid needs to work harderSunday, September 4, 2011
  • 17. Consumer engagement more or less always starts with a ‘SEARCH’ * Google, Youtube, Facebook etcSunday, September 4, 2011
  • 18. But what really is the true impact to NOT being Present?Sunday, September 4, 2011
  • 19. Sunday, September 4, 2011
  • 20. Sunday, September 4, 2011
  • 21. UNPAID media leads to greater likelihood to purchase and affinity. Paid media however, does add some brand cloud.Sunday, September 4, 2011
  • 22. Which markets are more likely to be influenced?Sunday, September 4, 2011
  • 23. Sunday, September 4, 2011
  • 24. Sunday, September 4, 2011
  • 25. Sunday, September 4, 2011
  • 26. Sunday, September 4, 2011
  • 27. Sunday, September 4, 2011
  • 28. Do you have a mobile site? What’s your strategic mobile visionSunday, September 4, 2011
  • 29. How should we go about connecting the dots within our OWNED and EARNED Assets?Sunday, September 4, 2011
  • 30. It is all in the way we organise ourselves and the way we use the great content we createSunday, September 4, 2011
  • 31. ANALYSIS ! ? www ! Our website ! ? ! ? Our Whitepaper ! USER EXPRIENCE DESIGN BUSINESS REQUIREMENTS USER PROFILE ANAYLSIS CONTENT STRATEGY! & BEST PRACTICES! IA STRATEGY & USER EXPERIENCE INFORMATION ARCHITECTURE STRATEGY & DESIGN UXD IA Strategy CQ DEVELOPMENT " 3A 3A CQ TEMPLATE & CQ TEMPLATE & SITEMAP & CQ SITE COMPONENT COMPONENT STRUCTURE SPECIFICATION & DESIGN DEVELOPMENT! TESTING! Processes are a MUST in bringing to live your digital strategySunday, September 4, 2011
  • 32. Campaigns that builds engagement The way Engagement programmes that drives involvement brands need to and action plan & operate Marketing technology platforms that optimises and keeps us believing through data Data optimisationSunday, September 4, 2011
  • 33. Example: Nike Plus CAMPAIGN PROGRAMMES EXPERIENCES PLATFORMSunday, September 4, 2011
  • 34. Example: Nike Plus - product integrationSunday, September 4, 2011
  • 35. The need to ‘Reach’ + ‘Stretch’Sunday, September 4, 2011
  • 36. Campaign Reach Engagement Stretch Strong PlatformSunday, September 4, 2011
  • 37. Map out your user journeysSunday, September 4, 2011
  • 38. Map out your user journeysSunday, September 4, 2011
  • 39. Using data to tell a story (connecting the dots)Sunday, September 4, 2011
  • 40. Nimble - Great content distribution increases presenceSunday, September 4, 2011
  • 41. Organic Growth - focus on Owned & EarnedSunday, September 4, 2011
  • 42. So where do I start?Sunday, September 4, 2011
  • 43. Clearly defined business objectives and goalsSunday, September 4, 2011
  • 44. 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
  • 45. The further the connection and relationship, the less optimised is your brand experienceSunday, September 4, 2011
  • 46. The Role of DigitalSunday, September 4, 2011
  • 47. Sunday, September 4, 2011
  • 48. Digital as the HUB and Optimiser Pocari Sweat for IndonesiaSunday, September 4, 2011
  • 49. Why should this bother me?Sunday, September 4, 2011
  • 50. 1. It bothers Google, that’s why (love links)Sunday, September 4, 2011
  • 51. 2. 1/3 of your competitors are probably already trying to ‘connect the dots’Sunday, September 4, 2011
  • 52. 3. One other important point, Asia is on par with the US Take the LEADSunday, September 4, 2011
  • 53. What are we actually optimising for?Sunday, September 4, 2011
  • 54. Where the consumer startsSunday, September 4, 2011
  • 55. There are just way too many search engines? Where do I start?Sunday, September 4, 2011
  • 56. 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 GoogleSunday, September 4, 2011
  • 57. Get your insights from your existing referring traffic data! *this is of course just the beginningSunday, September 4, 2011
  • 58. Get your insights from your existing referring traffic data! *this is of course just the beginningSunday, September 4, 2011
  • 59. ‘Search’ is not just limited to search engines, sites like youtube & facebook are used as search engines tooSunday, September 4, 2011
  • 60. OR in general for Asia Pacific, we are looking at...Google, Baidu and Yahoo!Sunday, September 4, 2011
  • 61. In a perfect worldSunday, September 4, 2011
  • 62. And that first impression that counts might not be your branded homepage...Sunday, September 4, 2011
  • 63. Do I need to constantly create depth in experience?Sunday, September 4, 2011
  • 64. Yes to depth in your Content & more to your Distribution StrategySunday, September 4, 2011
  • 65. China exampleSunday, September 4, 2011
  • 66. In china, think DIFFERENT, YESSunday, September 4, 2011
  • 67. But the framework remains the sameSunday, September 4, 2011
  • 68. But the framework remains the sameSunday, September 4, 2011
  • 69. In shortSunday, September 4, 2011
  • 70. Across all markets If you have a great creative strategy/ idea/product/ service, they will find you. SEARCH.Sunday, September 4, 2011
  • 71. It is the sum of all your branded assets that will give you organic growth The closer they are connected and leveraged, the more organic your brand lives onlineSunday, September 4, 2011
  • 72. Make it a goal to shift focus from simply buying media but to start CREATING againSunday, September 4, 2011
  • 73. Start mapping out your consumer touchpointsSunday, September 4, 2011
  • 74. Digital success needs to be seen as a WHOLESunday, September 4, 2011
  • 75. Re-focus budgets on how you create and distributeSunday, September 4, 2011
  • 76. Monitor on how your brand is performing and converting that into a process/ actionSunday, September 4, 2011
  • 77. Technology is your starting platformSunday, September 4, 2011
  • 78. Sunday, September 4, 2011
  • 79. Thank you! Rethink. Refocus. Reshape Paul Soon Regional Director, XM Asia paul.soon@xm-asia.comSunday, September 4, 2011