Digital Bootcamp Part 1For Mad Men/Women 2.0by Rudi Leung
Part 1 Overview	• Reset Your Mindset About Digital & Social•  Digitize all traditional media•  Brand building in the digit...
Want To Be A MadMan In The Digital Age?
What Mad Men Used To Create
What Mad Men Create In The Digital Age
Then Where Should I Start?
You Need A Digital Mindset Before A Skillset
Digital Is Not A Department
Are These Your Excuses?• “I’m not an expert, so I’d leave it tothe digital team”–  It turns out you’d never start learning...
There Is No Such As Digital Consumer	•  TV à MyTV.com•  Newspaper àAppleDaily.com/Mobile•  Radio à HKToolBar•  Magazine...
Digital Is Not A Media Channel
Typical Channel Planning	TV	 Print	 OOH	 Radio	 DM	 POS	 Event	 Digital
TV	 Print	 OOH	 Radio	 DM	 POS	 Event	All Channels Are Digital	•  Digital should never be just an afterthought•  It should...
When TVC Meets Digital•  Honda Jazz “UnpredictableLife”•  iPhone App grabs contentfrom the ad as it plays•  “Screen hoppin...
When Print Meets Digital•  On a print ad, advertisers can always feature a QR Code,a keyword search box, an URL to promote...
When OOH Meets Digital•  Motion sensor, webcam, interactivetouchscreen panel and othertechnologies have transformedoutdoor...
When Radio Meets Digital•  Most mainstream radio stations now have either aweb platforms or a mobile app•  Besides regular...
When POSM Meets Digital•  POSM used to be two dimensional and communicate withcustomers in one way•  As the cost of touch ...
When DM Meets Digital• Call-for-action message can be featuredin a DM package and activate via:•  QR Code•  Facebook page ...
When Event Meets DigitalWeibo	 SNS/Video Site	 Brand Site	Burberry BeijingFashion Show4/13/11 20:30
Brand Building In The Digital Age
Two Most Talked About KeywordsDigital Social
The Smartphone Nation•  Not only you & me •  But also these people• Smartphones have become a communicationchannel for rea...
One More KeywordDigital Social Mobile
But These Are Not The Answers•  Digital, Social, & Mobile areonly a means to an end•  We always have to stepback to think ...
1999What’s The Paranoid Said…•  “IN FIVE years time, allcompanies will be Internetcompanies, or they wont becompanies at a...
Story Telling In The Digital Age• Digital is not just about building websites• It’s about how we tell a story about our br...
Inherit The Social DNA• Before implementing your marketing activities viasocial media, can we walk the talk within theorga...
A Digital & Social Battle	• Not just a political battle• But also a competition of whether a party can fullyutilize the po...
The Art Of “What To Say”	• The key is, it’s not just about what you want to say, it’sabout what your target audience care ...
Taking Big Data Into ActionFundRaisingRecruitVolunteersMobilizeVotersSocialListeningIdentify TheSwing VotersEngage WithTop...
5 Key Trends In Digital & Social 2013
1. The MOBILE Nation	Craft Your Mobile Presence
30% of Hong Kongers stick totheir devices while they’re doingtheir business in the washroomSource: Jan 2013: Hotmob-Catchi...
Source: StatCounter, Feb 2013In HK, Android vs. iOS is a 6:4 split•  Are you still struggling to build a branded app forwh...
More ad formats will be available on mobile.However, is your brand’s mobile presence readyfor that?Source: Courtesy of Sna...
It’s not about HTML5 or Java.It’s about mobile experiences
2. MIM & O2O	Mobile Instant Messaging & Offline To Online
500M	 300M	100M 	 400M	WeChat vs. Sina Weibo vs. Line vs.Whatsapp (Worldwide Registered Users)
-60%	-40%	•  Social media is getting extremely fragmented especially in China•  Users spend less time on micro-blogging or...
What’re Wechat Best For Marketing?	Five Examples From China
I) LBS	•  Location-based servicesmarketing•  Leverage on the “lookaround” function on WeChat•  K5 Convenient Store pushesp...
II) Activation	•  Nike sport event held in Shanghai•  Location-based activation & pushmessage•  Collecting badges and othe...
III) Interaction	•  Send Starbucks anemoticon•  Starbucks send you aco-related song•  An interactive way toengage with you...
IV) Live-chat	•  Durex formed a 8-member group•  Live chat with customers24/7 for few days•  The lighthearted sex-related ...
V) VIP card	•  McDonald’s China usesits WeChat account asa virtual VIP card•  Pushing coupons andpromotional messages•  Us...
3. FACEBOOK	Still Hot But The Game Has Changed
Hong Kong isstill a facebookcentric marketin socialSource: Feb 2013: checkfacebook.com
facebook is offering more advertisingopportunities to you
Source: Feb 2013: What Advertisers Really Think About FacebookA Survey About Facebook	Advertisers In The US
Graph Search is still at beta stage & in English only
•  To get prepared, start your basic housekeeping & SEO on yourbrand’s facebook page•  Make sure your page would be easily...
4. BIG DATA	Translate Numbers Into Meaningful Actions
Is BIG Data just anotherbuzzword agency peopleusing it to fool clients?
Two inspiring stories about BIG Data
Source: How Obamas Campaign Used Big Data to Win the ElectionConsolidateExperimentTarget(vertical)ProjectOptimize(mass)
Derive strategies & actionable insights fromBIG DataMaking smarter decisionsSource: How Obamas Team Used Big Data to Rally...
The BIG Data newsroom.The next generation online news content?
•  Based on data about the viewing habits of its33 million users, Netflix produced its first everoriginal TV series, House...
5. CONVERSATION	Be A Part Of The Social Dialogue
People Prefer Original Content•  A growing trend of facebook page managed by various socialmedia enthusiasts•  For brands,...
Keep experimenting.Timely content will be much welcomed.•  Facebook users tend to be even more responsive with topicalcont...
So don’t just aggregate contents.Produce your original ones.•  You can always prepare relevant contents in response to ane...
THANK YOU
HK4As AdSchool Digital Bootcamp Part 1 20130506
HK4As AdSchool Digital Bootcamp Part 1 20130506
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HK4As AdSchool Digital Bootcamp Part 1 20130506

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Part 1 of the one day intensive digital marketing training workshop I gave for the Hong Kong 4As AdSchool in May 2013

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HK4As AdSchool Digital Bootcamp Part 1 20130506

  1. 1. Digital Bootcamp Part 1For Mad Men/Women 2.0by Rudi Leung
  2. 2. Part 1 Overview • Reset Your Mindset About Digital & Social•  Digitize all traditional media•  Brand building in the digital age•  Burberry•  Obama Election 2012•  5 key trends in digital & social
  3. 3. Want To Be A MadMan In The Digital Age?
  4. 4. What Mad Men Used To Create
  5. 5. What Mad Men Create In The Digital Age
  6. 6. Then Where Should I Start?
  7. 7. You Need A Digital Mindset Before A Skillset
  8. 8. Digital Is Not A Department
  9. 9. Are These Your Excuses?• “I’m not an expert, so I’d leave it tothe digital team”–  It turns out you’d never start learning ordoing digital• “I’ve already came up with a BIGIDEA, so I expect the digital team willmake it works–  Not all ideas can be directly translatedinto digital as the way you want it
  10. 10. There Is No Such As Digital Consumer •  TV à MyTV.com•  Newspaper àAppleDaily.com/Mobile•  Radio à HKToolBar•  Magazine à Facebook?•  Digital à Daily Life Of John Doe •  Digital is not a parallel universe where consumers livetheir “digital life” separately•  The so-called digital consumers no longer exist
  11. 11. Digital Is Not A Media Channel
  12. 12. Typical Channel Planning TV Print OOH Radio DM POS Event Digital
  13. 13. TV Print OOH Radio DM POS Event All Channels Are Digital •  Digital should never be just an afterthought•  It should be a mindset embedded into any mediatouch pointDigital Digital Digital Digital Digital Digital Digital
  14. 14. When TVC Meets Digital•  Honda Jazz “UnpredictableLife”•  iPhone App grabs contentfrom the ad as it plays•  “Screen hopping”technology --- audio signalsfrom the TV ad recognizedby the mobile app
  15. 15. When Print Meets Digital•  On a print ad, advertisers can always feature a QR Code,a keyword search box, an URL to promote their digitalpresences, primarily mobile presences•  There are also ways that print ads can interact withmobile advices creatively, such as AR (AugmentedReality)
  16. 16. When OOH Meets Digital•  Motion sensor, webcam, interactivetouchscreen panel and othertechnologies have transformedoutdoor media to be an interactivedigital creative canvas•  Mobile devices become a handyactivation tool to bridge an audiencewith an interactive billboard
  17. 17. When Radio Meets Digital•  Most mainstream radio stations now have either aweb platforms or a mobile app•  Besides regular banner ads placement, thinkabout customized content or even a temporarybranded app like the HTC one on the left•  Music lovers these days spend more time ondigital music streaming services such as Spotifythan ever. When listening to a Playlist is the habit,how can we leverage on this behavior?
  18. 18. When POSM Meets Digital•  POSM used to be two dimensional and communicate withcustomers in one way•  As the cost of touch screen panels is declining, installing aninteractive panel at shop front is no longer a mission impossible•  With the popularity of smartphones, executions such asscanning a QR or AR Code from a POSM can also beconsidered
  19. 19. When DM Meets Digital• Call-for-action message can be featuredin a DM package and activate via:•  QR Code•  Facebook page search box•  Mobile site address
  20. 20. When Event Meets DigitalWeibo SNS/Video Site Brand Site Burberry BeijingFashion Show4/13/11 20:30
  21. 21. Brand Building In The Digital Age
  22. 22. Two Most Talked About KeywordsDigital Social
  23. 23. The Smartphone Nation•  Not only you & me •  But also these people• Smartphones have become a communicationchannel for reaching mass audience• No longer exclusive to a particular age group
  24. 24. One More KeywordDigital Social Mobile
  25. 25. But These Are Not The Answers•  Digital, Social, & Mobile areonly a means to an end•  We always have to stepback to think about what ourkey objectives are•  What do we really want toachieve, in terms of businessor communication?
  26. 26. 1999What’s The Paranoid Said…•  “IN FIVE years time, allcompanies will be Internetcompanies, or they wont becompanies at all.”(Andy Grove)
  27. 27. Story Telling In The Digital Age• Digital is not just about building websites• It’s about how we tell a story about our brand with ourtarget audience who live & breath in digital & social• A brand should be built on a consistent experiencethroughout various touch points, offline or online
  28. 28. Inherit The Social DNA• Before implementing your marketing activities viasocial media, can we walk the talk within theorganization?• Can social media become an internalcommunication culture, top down or bottom up?
  29. 29. A Digital & Social Battle • Not just a political battle• But also a competition of whether a party can fullyutilize the power of digital and social media• In addition to the extensive data analytics behindthe campaign that led to actions
  30. 30. The Art Of “What To Say” • The key is, it’s not just about what you want to say, it’sabout what your target audience care about• Always listen before you speak• Learn about your audience, obsessively
  31. 31. Taking Big Data Into ActionFundRaisingRecruitVolunteersMobilizeVotersSocialListeningIdentify TheSwing VotersEngage WithTopicalConversationsBig Data Drives Online Strategy Activate Offline Campaigns
  32. 32. 5 Key Trends In Digital & Social 2013
  33. 33. 1. The MOBILE Nation Craft Your Mobile Presence
  34. 34. 30% of Hong Kongers stick totheir devices while they’re doingtheir business in the washroomSource: Jan 2013: Hotmob-Catching Mobile Users At Washroom Time
  35. 35. Source: StatCounter, Feb 2013In HK, Android vs. iOS is a 6:4 split•  Are you still struggling to build a branded app forwhich platform?•  How about building a Web App that fits both?
  36. 36. More ad formats will be available on mobile.However, is your brand’s mobile presence readyfor that?Source: Courtesy of Snap Mobile
  37. 37. It’s not about HTML5 or Java.It’s about mobile experiences
  38. 38. 2. MIM & O2O Mobile Instant Messaging & Offline To Online
  39. 39. 500M 300M 100M 400M WeChat vs. Sina Weibo vs. Line vs.Whatsapp (Worldwide Registered Users)
  40. 40. -60% -40% •  Social media is getting extremely fragmented especially in China•  Users spend less time on micro-blogging or their attention spent hasbeen diluted by the forever growing variations of social networks,or perhaps, the fastest growing MIM, WeChat
  41. 41. What’re Wechat Best For Marketing? Five Examples From China
  42. 42. I) LBS •  Location-based servicesmarketing•  Leverage on the “lookaround” function on WeChat•  K5 Convenient Store pushespromotional message topotential customers nearby•  Can also consider using suchfunction for personal selling(e.g. promoters in area of barsand restaurants)
  43. 43. II) Activation •  Nike sport event held in Shanghai•  Location-based activation & pushmessage•  Collecting badges and othermobile goodies•  QR Code(s) were featuredprominently at various touch points•  Key learning: Don’t be shy topromote your campaign QR Codeoffline
  44. 44. III) Interaction •  Send Starbucks anemoticon•  Starbucks send you aco-related song•  An interactive way toengage with youraudience•  High visibility of thecampaign QR Codeinside the Starbucksoutlets
  45. 45. IV) Live-chat •  Durex formed a 8-member group•  Live chat with customers24/7 for few days•  The lighthearted sex-related chats successfullycreated online buzz•  The challenge is, suchinitiative is hardlysustainable because ofthe tremendous humanresources needed•  Having said that, whethercustomer services isapplicable on WeChat isstill debatable
  46. 46. V) VIP card •  McDonald’s China usesits WeChat account asa virtual VIP card•  Pushing coupons andpromotional messages•  Users can also redeemmembership credits viathe virtual VIP card•  A very common usageamong variousrestaurant chains inChina
  47. 47. 3. FACEBOOK Still Hot But The Game Has Changed
  48. 48. Hong Kong isstill a facebookcentric marketin socialSource: Feb 2013: checkfacebook.com
  49. 49. facebook is offering more advertisingopportunities to you
  50. 50. Source: Feb 2013: What Advertisers Really Think About FacebookA Survey About Facebook Advertisers In The US
  51. 51. Graph Search is still at beta stage & in English only
  52. 52. •  To get prepared, start your basic housekeeping & SEO on yourbrand’s facebook page•  Make sure your page would be easily found in organic result
  53. 53. 4. BIG DATA Translate Numbers Into Meaningful Actions
  54. 54. Is BIG Data just anotherbuzzword agency peopleusing it to fool clients?
  55. 55. Two inspiring stories about BIG Data
  56. 56. Source: How Obamas Campaign Used Big Data to Win the ElectionConsolidateExperimentTarget(vertical)ProjectOptimize(mass)
  57. 57. Derive strategies & actionable insights fromBIG DataMaking smarter decisionsSource: How Obamas Team Used Big Data to Rally Voters
  58. 58. The BIG Data newsroom.The next generation online news content?
  59. 59. •  Based on data about the viewing habits of its33 million users, Netflix produced its first everoriginal TV series, House Of Cards, quicklybecame a hit and web sensation
  60. 60. 5. CONVERSATION Be A Part Of The Social Dialogue
  61. 61. People Prefer Original Content•  A growing trend of facebook page managed by various socialmedia enthusiasts•  For brands, we can consider collaborating or co-creating withthese page owner (e.g. Nikon co-created a pictorial with acelebrity cat brother cream)
  62. 62. Keep experimenting.Timely content will be much welcomed.•  Facebook users tend to be even more responsive with topicalcontent that is relevant to current events•  But beforehand, you need to communicate with the clients andcreative team clearly about the workflow when urgent approval isneeded
  63. 63. So don’t just aggregate contents.Produce your original ones.•  You can always prepare relevant contents in response to anexpectable special holiday or weather•  For example, if it is rainy season, why not prepare a relevantcontent and post it at the right time when the opportunity hascome?
  64. 64. THANK YOU

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