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Hubbing Digital Marketing Demystified


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Benjamin Tan, yolk(at)grey presented "Hubbing Digital Marketing Demystified " at iMedia Summits Asia

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Hubbing Digital Marketing Demystified

  1. 1. Hubbing Digital Marketing Demystified by ben Group CEO, Yolk(at)Grey Chief Digital, Grey Group 1
  2. 2. What brands love to ask at the end of a kick-ass regional digital pitch 1. But you are only in Singapore, Malaysia, Indonesia, China and India…how about all the other markets? 2. Digital knowledge within our marketing teams and the audience differs from market to market, then how do we get efficiencies if one-size cannot really fit all? 3. Markets are all doing their own thing! How do we ensure that we get regional consistency but not lose market nuances? We need a digital agency that has all skillsets in every market, can come up with different campaigns suited to markets, but still get cost efficiency, while maintaining consistency and market relevance 2
  3. 3. We DON’T have all skillsets in every market 3 Skeleton Teams / Partnered Agencies • Japan • Australia • Vietnam • Philippines • Thailand • etc Centers of Excellence (full spectrum) • Singapore • Malaysia • Indonesia • Chine • India
  4. 4. Yet we achieve effective results for Top Brands across markets and varied consumer segments 4 AirlinesRetail Technology & Online FMCG Automotive Property & Leisure Consumer Electronics Finance Telco Entertainment
  5. 5. And still push boundaries to make our brands Famous 5 Best Use of Display – Silver Oscar Charades (Star TV Network) Best Use of Display – Bronze anything4jetta (Volkswagen) Best Viral Marketing Campaign – Bronze anything4jetta (Volkswagen) Best use of Online Marketing - Bronze anything4jetta (Volkswagen) Best use of Social Media - Bronze anythingj4etta (Volkswagen) Euro Effies for “Incredible India” - 2006 Finalist at One Show Interactive – 2009 Webby Award – Finalists 2010, Jury Award - E-mail Marketing – 2009 Webby Award – Winner – 2008 Webby Award – Honoree - 2008 Finalist Marketing Magazine Digital Agency of The Year Singapore in 2010 and 2012 1 Silver 3 Bronze 3 Finalists Silver Effie for Qatar Airways “Tweet-a-Meet” - 2013 Cannes Bronze “Best Use of Media” Lion for “Lend an Eye” Bronze “Craft – Photography” Lion for Duracell “Doll, Dog, Robot” Singapore Press Holdings iink Awards Creative Agency of the Year 2013 Grand Prix Award, 2 Golds, 1 Silver, 1 Bronze
  6. 6. • Won Lenovo PC Business across 6 markets in SEA in Jan 2012. • Tasked to strategize and manage the regional digital plan and KPI achievement • This involves coming up with Regional Creative Campaigns which are then localized and executed on a local level by working with local digital agencies • Exceeded all KPIs and was awarded Mobile Business in 2013 • Awarded HongKong, Taiwan, Korea in 2013 It can be done
  7. 7. How? 7
  8. 8. 1. The Hub Must be Strong…the spokes just need to be local 8 •Target Audience Research & Analytics •Digital Strategy, Creative & Communication Planning •Digital Media & Social Media Planning •User Journey Planning •Digital Media Creative Production •Digital Campaign Creative Production •Social Content Production •Web & Mobile Application Development •Website development & Content Management Platforms •Community Platform Development •E-CRM & E-Commerce Platform Development •Social Media Monitoring •Social Media Engagement •Influencer Engagement •Digital-Ground Activation •Campaign Performance Reporting •Social Sentiment Reporting •Website Performance Management Digital Account and Campaign Management •Technical Support, Server Provisioning, Web-Mastering •Content and Creative Support Integrated & Omni-channel Digital Planning Digital Campaign Production Digital/Mobile Programmes and Platforms Social, Media & Activation Management, Analytics & Operations
  9. 9. Singapore • Yolk Local team Malaysia • Yolk Local Team Philippines • Local Agency Thailand • Local Agency Vietnam • Local Agency Indonesia • Local Agency Managed by a regional team which coordinates with each markets vendor or creating a team where necessary Social Engagement Support Facebook Management Co-Marketing Social Campaigns Planning, Creative & Content Global Adaptations, Regional Origination, Localisation Toolkits Yolk Regional Management Team Monthly Analysis & Recommendations Request Handling & Management Monitoring Digital Strat Planning & Creative Direction 2. Have a honest and collaborative digital network to deliver Lenovo SEA – PC Business
  10. 10. April 2012 July 2012 Oct 2012 Jan 2013 April 2013 July 2013 Oct 2013 Jan 2014 ASEANSINGAPORE TABLET YOGA A720 BUDDY UP CHARACTER CHART STREET HUNT TOUCH MOMENTS HORIZON STARCRAFT II Conversation Calendar, Social editorial Guidance, Facebook Ads, KPI & Recommendation 3. Give your regional DAOR full mandate to find efficiencies and touch market audiences
  11. 11. 4. Enable with Toolkits…but Manage with reporting 11
  12. 12. Just one more example 12
  13. 13. Our 10 mins are up 13