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
There Is No Such As Digital Consumer • TV à MyTV.com• Newspaper àAppleDaily.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
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 be a mindset embedded into any mediatouch pointDigital Digital Digital Digital Digital Digital Digital
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
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)
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
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?
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
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
When Event Meets DigitalWeibo SNS/Video Site Brand Site Burberry BeijingFashion Show4/13/11 20:30
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?
1999What’s The Paranoid Said…• “IN FIVE years time, allcompanies will be Internetcompanies, or they wont becompanies at all.”(Andy Grove)
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
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?
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
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
Taking Big Data Into ActionFundRaisingRecruitVolunteersMobilizeVotersSocialListeningIdentify TheSwing VotersEngage WithTopicalConversationsBig Data Drives Online Strategy Activate Offline Campaigns
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-Catching Mobile Users At Washroom Time
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?
More ad formats will be available on mobile.However, is your brand’s mobile presence readyfor that?Source: Courtesy of Snap Mobile
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 their attention spent hasbeen diluted by the forever growing variations of social networks,or perhaps, the fastest growing MIM, WeChat
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 pushespromotional message topotential customers nearby• Can also consider using suchfunction for personal selling(e.g. promoters in area of barsand restaurants)
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
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
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
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
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 found in organic result
4. BIG DATA Translate Numbers Into Meaningful Actions
Is BIG Data just anotherbuzzword agency peopleusing it to fool clients?
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 Voters
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 Of Cards, quicklybecame a hit and web sensation
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, we can consider collaborating or co-creating withthese page owner (e.g. Nikon co-created a pictorial with acelebrity cat brother cream)
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
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?