L bi creating_meaningful_engagements_at_scale

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L bi creating_meaningful_engagements_at_scale

  1. 1. SINGAPORE
  2. 2. WE MAKE BRANDS SHAREABLE.
  3. 3. IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.
  4. 4. What’s happening
  5. 5. Amplify
  6. 6. Amplify The content that ranks best in Google is content that people like and trust. Where relevant fresh content will rank better than old content.
  7. 7. Bought Earned Time ROI 12 Months Owned 15:1 25:1 32:1 6 Months 32:1 25:1 15:1 37++:137++:1 Integration
  8. 8. Amplify
  9. 9. What we need to do
  10. 10. How to do it
  11. 11. 36 They cheer because they care. They have an unique close connection to what they’re cheering for They cheer because it has an impact. It fuels the athletes and can support can influence play.
  12. 12. 37 Casual fan Supporter Fanatic
  13. 13. 38
  14. 14. 39
  15. 15. Buzz Vol. Visa P&G Coca-Cola BMW Samsung Nike Others (80% McDonalds) Buzz Sent ime nt 33.5% 3.9% 7.5% 1.3% Athlete cheers, reaction to congratulatory commercials,, RTs of @teamvisa 0.0% 13.1% 40.7% Nike releases the “Find Your Greatness” campaign
  16. 16. A different kind of approach
  17. 17. Stimulating sharing Targeting individuals not platforms
  18. 18. Use data to create content that engages audiences in the right way Use engaging content to create opp’s for further data collection
  19. 19. Making Sony Mobile relevant once more
  20. 20. Results • Branded content received 1.7million views in a 6 month period • 85% who engaged with the Xperia Studio viewed Xperia smartphones more positively afterwards • 17% of visitors to the Xperia Studio went on to visit the main sony mobile site • The content and campaign has been featured in wired, gizmodo, mashable and other credible publications • The campaign also won a 2012 webby for the people’s choice award in integrated mobile experience
  21. 21. Moving beyond traditional brand communications
  22. 22. Create Curate Instigate Volume of content
  23. 23. Create Curate Instigate Volume of content
  24. 24. Harnessing the power of digital to spread happiness around the world
  25. 25. “We’re more in the space of managing communities than creating ads.” Joe Tripodi – CMO, The Coca-Cola Company
  26. 26. Summary: Delivering Meaningful Engagements at Scale
  27. 27. IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.
  28. 28. Thank you LBiAustralia@lbi.com
  29. 29. Strategy Planning Data/Analytics Research & Insight User research User experience Digital design Website build E-commerce Branded content Mobile SEO PPC PAID Media Social media Managed services Hosting CRM
  30. 30. Data
  31. 31. US Atlanta Boston Chicago Connecticut Detroit LA New York Philadelphia Lagos W. Europe 800 GERM ANY 330 NORD ICS 250 USA 2350 UK 800 Asia Pacific 800
  32. 32. The largest social media agency 350+ people 10 offices HQ in Shanghai The Gateway to ME and Africa 45 people, 4 affiliate offices HQ in Dubai Centre of technical excellence 160 people 3 offices 4 affiliate offices HQ in Mumbai South East Asia Hub 7 people (Q1), 20 (Q2) 6 affiliate offices HQ in Singapore ‘One to watch’ 24 people 2 offices HQ in Sydney

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