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If I can’t find you. I won’t buy you.    2011 is all about Connecting the dots    An Asia Pacific Perspective    April 201...
HELLO.                            !"#$%&()$%*+%*,%-)%#.,/+%(-%                            0*1/2%3-,,$3(%.,/%(-3#%(#$%1*4$+...
HELLO.Sunday, September 4, 2011
Today’s Starting Point.Sunday, September 4, 2011
The Holy Grail        To be a brand that is present        at the right moments with the        right words, alwaysSunday,...
Constant evolution in the    consumers’ and    technology’s DNASunday, September 4, 2011
What is a DIGITAL STRATEGYSunday, September 4, 2011
A digital strategy is      one the reshapes and      changes the way you      brand and do business      It needs to chang...
New Zealand        Digital Strategy        1. Long term goals        2. Roles clearly defined        3. Resources created ...
Let’s rewind a bit and figure out    Asian consumers’ core    behavioursSunday, September 4, 2011
How do consumers uncover your    brand/products/services/peer    trust in Asia Pacific?Sunday, September 4, 2011
57% of Asians will   prompt a ‘search‘   through word of   mouth from family   and close friends      iProspect, “APAC Con...
56% of Asians     will prompt a     ‘search‘ for a     product, brand,     service through     TV commercials      iProspe...
55% of Asians     will prompt a     ‘search‘ for a     product, brand,     service through     newspaper/     magazine ads...
50% of Asians     will prompt a     ‘search‘ for a     product, brand,     service after     seeing a banner     ad      i...
Paid needs to work harderSunday, September 4, 2011
Consumer engagement more or    less always starts with a    ‘SEARCH’    * Google, Youtube, Facebook etcSunday, September 4...
But what really is the true impact    to NOT being Present?Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
UNPAID media leads to                            greater likelihood to                            purchase and affinity.  ...
Which markets are more likely to    be influenced?Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Do you have a                            mobile site?                            What’s your                            st...
How should we go about connecting the  dots within our OWNED and EARNED  Assets?Sunday, September 4, 2011
It is all in the way   we organise   ourselves and the   way we use the   great content we   createSunday, September 4, 2011
ANALYSIS                 !                      ?                                www   !                                  ...
Campaigns that builds                                             engagement  The way                   Engagement program...
Example: Nike Plus           CAMPAIGN          PROGRAMMES           EXPERIENCES           PLATFORMSunday, September 4, 2011
Example: Nike Plus - product integrationSunday, September 4, 2011
The need to ‘Reach’ +  ‘Stretch’Sunday, September 4, 2011
Campaign                             Reach                                         Engagement Stretch                     ...
Map out your user journeysSunday, September 4, 2011
Map out your user journeysSunday, September 4, 2011
Using data to tell a story       (connecting the dots)Sunday, September 4, 2011
Nimble -    Great content    distribution    increases    presenceSunday, September 4, 2011
Organic     Growth -     focus on Owned & EarnedSunday, September 4, 2011
So where do I start?Sunday, September 4, 2011
Clearly defined     business     objectives and     goalsSunday, September 4, 2011
Ask yourself this question:    “What is the relationship between the    creative content you have created got to    do wit...
The further the connection and    relationship, the less optimised is    your brand experienceSunday, September 4, 2011
The Role of     DigitalSunday, September 4, 2011
Sunday, September 4, 2011
Digital as  the HUB  and  Optimiser  Pocari Sweat for  IndonesiaSunday, September 4, 2011
Why should this bother me?Sunday, September 4, 2011
1. It bothers      Google, that’s      why      (love links)Sunday, September 4, 2011
2. 1/3 of your     competitors are     probably already     trying to ‘connect     the dots’Sunday, September 4, 2011
3. One other     important point,     Asia is on par     with the US     Take the LEADSunday, September 4, 2011
What are we actually optimising    for?Sunday, September 4, 2011
Where the consumer startsSunday, September 4, 2011
There are just way too many    search engines? Where do I    start?Sunday, September 4, 2011
You have to change      your mindset.      The leading search      engines are your      brand’s homepage      and presenc...
Get your insights from your    existing referring traffic data!    *this is of course just the beginningSunday, September ...
Get your insights from your    existing referring traffic data!    *this is of course just the beginningSunday, September ...
‘Search’ is not       just limited to       search engines,       sites like youtube       & facebook are       used as se...
OR in general for Asia Pacific, we    are looking at...Google, Baidu and    Yahoo!Sunday, September 4, 2011
In a perfect    worldSunday, September 4, 2011
And that first impression that    counts might not be your branded    homepage...Sunday, September 4, 2011
Do I need to   constantly create   depth in experience?Sunday, September 4, 2011
Yes to depth in your Content & more    to your Distribution StrategySunday, September 4, 2011
China exampleSunday, September 4, 2011
In china, think DIFFERENT, YESSunday, September 4, 2011
But the framework remains the    sameSunday, September 4, 2011
But the framework remains the    sameSunday, September 4, 2011
In shortSunday, September 4, 2011
Across all markets      If you have a great      creative strategy/      idea/product/      service, they will find      y...
It is the sum of all   your branded assets   that will give you   organic growth   The closer they are   connected and   l...
Make it a goal   to shift focus   from simply   buying media   but to start   CREATING   againSunday, September 4, 2011
Start mapping   out your   consumer   touchpointsSunday, September 4, 2011
Digital         success needs         to be seen as         a WHOLESunday, September 4, 2011
Re-focus budgets on how you create and       distributeSunday, September 4, 2011
Monitor on how your   brand is performing   and converting that   into a process/   actionSunday, September 4, 2011
Technology is   your starting   platformSunday, September 4, 2011
Sunday, September 4, 2011
Thank you!   Rethink. Refocus. Reshape   Paul Soon   Regional Director, XM Asia   paul.soon@xm-asia.comSunday, September 4...
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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 you. Happy to get comments:)

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Transcript of "XM Asia connecting the dots"

  1. 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. 2. HELLO. !"#$%&()$%*+%*,%-)%#.,/+%(-% 0*1/2%3-,,$3(%.,/%(-3#%(#$%1*4$+% -&%-)%3-,+5$)+6%Sunday, September 4, 2011
  3. 3. HELLO.Sunday, September 4, 2011
  4. 4. Today’s Starting Point.Sunday, September 4, 2011
  5. 5. The Holy Grail To be a brand that is present at the right moments with the right words, alwaysSunday, September 4, 2011
  6. 6. Constant evolution in the consumers’ and technology’s DNASunday, September 4, 2011
  7. 7. What is a DIGITAL STRATEGYSunday, September 4, 2011
  8. 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. 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. 10. Let’s rewind a bit and figure out Asian consumers’ core behavioursSunday, September 4, 2011
  11. 11. How do consumers uncover your brand/products/services/peer trust in Asia Pacific?Sunday, September 4, 2011
  12. 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. 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. 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. 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. 16. Paid needs to work harderSunday, September 4, 2011
  17. 17. Consumer engagement more or less always starts with a ‘SEARCH’ * Google, Youtube, Facebook etcSunday, September 4, 2011
  18. 18. But what really is the true impact to NOT being Present?Sunday, September 4, 2011
  19. 19. Sunday, September 4, 2011
  20. 20. Sunday, September 4, 2011
  21. 21. UNPAID media leads to greater likelihood to purchase and affinity. Paid media however, does add some brand cloud.Sunday, September 4, 2011
  22. 22. Which markets are more likely to be influenced?Sunday, September 4, 2011
  23. 23. Sunday, September 4, 2011
  24. 24. Sunday, September 4, 2011
  25. 25. Sunday, September 4, 2011
  26. 26. Sunday, September 4, 2011
  27. 27. Sunday, September 4, 2011
  28. 28. Do you have a mobile site? What’s your strategic mobile visionSunday, September 4, 2011
  29. 29. How should we go about connecting the dots within our OWNED and EARNED Assets?Sunday, September 4, 2011
  30. 30. It is all in the way we organise ourselves and the way we use the great content we createSunday, September 4, 2011
  31. 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. 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. 33. Example: Nike Plus CAMPAIGN PROGRAMMES EXPERIENCES PLATFORMSunday, September 4, 2011
  34. 34. Example: Nike Plus - product integrationSunday, September 4, 2011
  35. 35. The need to ‘Reach’ + ‘Stretch’Sunday, September 4, 2011
  36. 36. Campaign Reach Engagement Stretch Strong PlatformSunday, September 4, 2011
  37. 37. Map out your user journeysSunday, September 4, 2011
  38. 38. Map out your user journeysSunday, September 4, 2011
  39. 39. Using data to tell a story (connecting the dots)Sunday, September 4, 2011
  40. 40. Nimble - Great content distribution increases presenceSunday, September 4, 2011
  41. 41. Organic Growth - focus on Owned & EarnedSunday, September 4, 2011
  42. 42. So where do I start?Sunday, September 4, 2011
  43. 43. Clearly defined business objectives and goalsSunday, September 4, 2011
  44. 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. 45. The further the connection and relationship, the less optimised is your brand experienceSunday, September 4, 2011
  46. 46. The Role of DigitalSunday, September 4, 2011
  47. 47. Sunday, September 4, 2011
  48. 48. Digital as the HUB and Optimiser Pocari Sweat for IndonesiaSunday, September 4, 2011
  49. 49. Why should this bother me?Sunday, September 4, 2011
  50. 50. 1. It bothers Google, that’s why (love links)Sunday, September 4, 2011
  51. 51. 2. 1/3 of your competitors are probably already trying to ‘connect the dots’Sunday, September 4, 2011
  52. 52. 3. One other important point, Asia is on par with the US Take the LEADSunday, September 4, 2011
  53. 53. What are we actually optimising for?Sunday, September 4, 2011
  54. 54. Where the consumer startsSunday, September 4, 2011
  55. 55. There are just way too many search engines? Where do I start?Sunday, September 4, 2011
  56. 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. 57. Get your insights from your existing referring traffic data! *this is of course just the beginningSunday, September 4, 2011
  58. 58. Get your insights from your existing referring traffic data! *this is of course just the beginningSunday, September 4, 2011
  59. 59. ‘Search’ is not just limited to search engines, sites like youtube & facebook are used as search engines tooSunday, September 4, 2011
  60. 60. OR in general for Asia Pacific, we are looking at...Google, Baidu and Yahoo!Sunday, September 4, 2011
  61. 61. In a perfect worldSunday, September 4, 2011
  62. 62. And that first impression that counts might not be your branded homepage...Sunday, September 4, 2011
  63. 63. Do I need to constantly create depth in experience?Sunday, September 4, 2011
  64. 64. Yes to depth in your Content & more to your Distribution StrategySunday, September 4, 2011
  65. 65. China exampleSunday, September 4, 2011
  66. 66. In china, think DIFFERENT, YESSunday, September 4, 2011
  67. 67. But the framework remains the sameSunday, September 4, 2011
  68. 68. But the framework remains the sameSunday, September 4, 2011
  69. 69. In shortSunday, September 4, 2011
  70. 70. Across all markets If you have a great creative strategy/ idea/product/ service, they will find you. SEARCH.Sunday, September 4, 2011
  71. 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. 72. Make it a goal to shift focus from simply buying media but to start CREATING againSunday, September 4, 2011
  73. 73. Start mapping out your consumer touchpointsSunday, September 4, 2011
  74. 74. Digital success needs to be seen as a WHOLESunday, September 4, 2011
  75. 75. Re-focus budgets on how you create and distributeSunday, September 4, 2011
  76. 76. Monitor on how your brand is performing and converting that into a process/ actionSunday, September 4, 2011
  77. 77. Technology is your starting platformSunday, September 4, 2011
  78. 78. Sunday, September 4, 2011
  79. 79. Thank you! Rethink. Refocus. Reshape Paul Soon Regional Director, XM Asia paul.soon@xm-asia.comSunday, September 4, 2011
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