XM Asia connecting the dots

1,865 views
1,741 views

Published on

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:)

Published in: Business, Technology
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total views
1,865
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
18
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

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

×