Pandora Asia Pitch

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  • While there are 5 main categories we have distilled them down to two categories
    The two categories are: active and passive.
    Active- women who participate in social technologies through publishing blogs, uploading videos, creating and commenting on content, contributing to online forums and filtering relevant Web sites.
    Passive- women who monitor the online content by reading blogs, watching videos from other uses, reading online forums, and visiting different social networking communities.
  • Pandora Asia Pitch

    1. 1. PANDORA DRIVING AWARENESS, COMMUNITY & SALES 29th MAY 2013
    2. 2. CONTENT CONTENT | PANDORA | 29th MAY 2013 1. TEAM PANDORA 2. UPFRONT CREDENTIALS 3. THE BRIEF 4. TARGET AUDIENCE 5. LANDSCAPE 6. STRATEGIC PLANNING 7. CREATIVE 8. COMMUNICATION STRATEGY & IMPLEMENTATION 7. ROLLOUT PLAN 8. EXPECTED RESULTS 9. REGIONAL MANAGEMENT 9. REPORTING, ANALYTICS & TECHNOLOGY 10. COSTS
    3. 3. TEAM PANDORA
    4. 4. TEAM PANDORA YOUR TEAM | PANDORA | 29th MAY 2013
    5. 5. ABOUT US
    6. 6. COMPETENCY UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
    7. 7. FOOTPRINT Current Office New Office (2013) Supporting regionally for existing clients UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013 SG – (HQ) PH MY TH CN ID TW NZ VT HK JP KR
    8. 8. CLIENT UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
    9. 9. AWARDS & ACCREDITATIONS UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
    10. 10. THE WORK
    11. 11. INSIGHT Online is the number 1 place where business decision makers get their information. Yet the financial industry has been slow to move marketing budget into digital CHALLENGE Grant Thornton are relatively small compared to the big 4 and are easily outspent. Our main obstacle was to outshine the big spenders with limited resources. RESULTSSOLUTION • Identify what business content is most searched for and most relevant to our target audience. • Develop and seed that type of content in digital environments for business decision makers to find. • Take advantage of the of the brand association from the content and drive prospects to the Grant Thornton site through a fine tuned SEO strategy BRIEF With limited budget, Grant Thornton, a global accountancy firm, wanted to increase their visibility and drive traffic to their site for pospective clients and talented recruits alike. One of the core requirements was to showcase Grant Thornton content. We were asked to undertake Market Research, Content Seeding, creative production, Digital Consultancy and SEO in 7 markets: SG, MY, CN, NZ, TW, VT, IN. Infographics in GT SEO Handbook GT markets in the region GRANT THORNTON – REGIONAL CONTENT & SEARCH UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
    12. 12. UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013 DEWAR’S
    13. 13. DEWAR’S UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
    14. 14. MALAYSIAN AIRLINES– GLOBAL ECOMMERCE AND PRODUCTION UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013 UPFRONT manage: 1. $5 million worth of daily booking across 19 markets 2. Hundreds of banners a month for routes and offers 3. Hundreds of website updates
    15. 15. THE BRIEF
    16. 16. 1. Pandora’s key focus areas are to increase brand awareness, drive customer acquisition, create brand desirability and increase customer engagement on social channels in the Asian markets 2. The market segments are: - Tier 1: China, Japan, South Korea and Hong Kong - Tier 2: Taiwan, Singapore, Malaysia 3. The following need to be considered for the Asian market: - Brand positioning - Platform adaptation - Campaign and content adaptation - E-commerce - Social integration - Fan generation - Mobile integration - Target and KPI definition THE BRIEF THE BRIEF | PANDORA | 29th MAY 2013
    17. 17. TARGET AUDIENCE
    18. 18. PRIMARY TARGET AUDIENCE: WOMEN TARGET AUDIENCE | PANDORA | 29th MAY 2013 • Age: 25-49 years old (focus: age 30-35) • Mid-lower to mid-upper income level • Working or at home with children • Married or in a relationship • Gift buyers and self purchase • Medium fashion interest, looks for timeless design, genuine materials • Researches purchases, planned shopping behavior • Average shopping Expense • Makes a special effort to find the right gift to bring joy
    19. 19. SECONDARY TARGET AUDIENCE: MALE GIFT BUYERS TARGET AUDIENCE | PANDORA | 29th MAY 2013 • High income segment • Age: 25-49 years old • Married or in a relationship • High Average Shopping Expense • Considers design/brand, price and recommendation from friends/sales personnel when shopping • Search purchases prior purchase, planned shopping behavior • Men give gifts to please and get recognition
    20. 20. LANDSCAPE
    21. 21. GLOBAL INTERNET POPULATION 46.60 % 47.50 % 48.70 % 50 .40 % 44 % 45% 46% 47% 48% 49% 50 % 51% Asia Pacific Europe Latin America North Am erica Regional Internet Population (15+) Source: comScore Media Metrix, 2011 Tier 2 4,177,134 1,073,162 4,031,900 1,211,623 8,700,318 20,271,054 114,056,000 4,507,136 1,014,701 4,733,100 1,127,417 11,867,809 25,281,877 171,084,000 Malaysia Singapore Taiwan Hong Kong South Korea Japan China Internet Population of Women and Men 25-44 Age Men Women Tier 1 LANDSCAPE | PANDORA | 29th MAY 2013
    22. 22. WOMEN AND MALE 25-45 INTERNET USAGE Source: BCG Research, Business Insider, Nielsen Tier 1 Tier 2 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% China Japan South Korea Hong Kong Taiwan Singapore Malaysia Search Social Networking Email News Instant messaging WomenMen 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% China Japan South Korea Hong Kong Taiwan Singapore Malaysia Search Social Networking Email News Instant messaging LANDSCAPE | PANDORA | 29th MAY 2013
    23. 23. SEGMENTATION
    24. 24. SEGMENTATION OF FEMALE CONSUMERS Source: Forrester, Social Technographic Profile Tool, 2010 ACTIVE Creators (make the social content consumed by others) Critics (respond to content from others) Collectors (organize content for themselves or others) PASSIVE Spectators (monitor consumer social content) Joiners (connect in social networks) LANDSCAPE | PANDORA | 29th MAY 2013 Forrester Research Segmentation Model •Active “Influencers” - Publishing blogs, uploading videos, creating and commenting on content, contributing to forums. •Passive “Followers” – Reading blogs and forums, watching videos from other users, visiting different social networking communities
    25. 25. 40% 48% 62% 53% 46% 45% 54% 60% 52% 38% 47% 54% 55% 46% Malaysia Singapore Taiwan Hong Kong South Korea Japan China Active Passive Tier 1 Tier 2 TWO SEGMENTATION GROUPS Source: Forrester, Social Technographic Profile Tool, 2010 LANDSCAPE | PANDORA | 29th MAY 2013
    26. 26. 10% 19% 15% 17% 21% 20% 20% 14% 16% 22% 13% 19% 20% 19% 16% 13% 25% 24% 6% 5% 14% 28% 24% 23% 22% 22% 17% 14% 32% 29% 15% 24% 32% 38% 32% Malaysia Singapore Taiwan Hong Kong South Korea Japan China Creators Critics Collectors Joiners Spectators DETAILED SEGMENTATION OF FEMALE CONSUMERS BY COUNTRY Source: Forrester, Social Technographic Profile Tool, 2010 Tier 1 Tier 2 LANDSCAPE | PANDORA | 29th MAY 2013
    27. 27. COMPETITIVE MONITORING
    28. 28. BRAND MATRIX LANDSCAPE | PANDORA | 29th MAY 2013 • The brand matrix was prepared based on 2 variables: brand perception and price point. To define the brand perception, we prepared a survey, which was distributed in the APAC region. A sample of 100 women ranked a list of brands. The collected data was sufficient enough to estimate brand perception index for each brand and distribute them accordingly along the “everyday wear- special occasions” axis. • In order to estimate the price point, we focused on the charms’ prices for each brand. Afterwards, we were able to distribute them along the “luxury-mass” axis.
    29. 29. OUR JEWELRY SURVEY INFOGRAPHICS LANDSCAPE | PANDORA | 29th MAY 2013
    30. 30. PANDORA’S SOCIAL PRESENCE LANDSCAPE | PANDORA | 29th MAY 2013 • In order to observe the social presence of the competitor’s brands, we used a social monitoring tool (ThoughtBuzz), which captures the brands’ mentions for a 4 months period. We specified a list of keywords which were expected to be mentioned together with the brand. The keywords included ‘charms’, ‘bracelets’, ‘jewellery’ in English and in the local language.
    31. 31. INSIGHTS
    32. 32. Bran d CULTURAL INSIGHTS LANDSCAPE | PANDORA | 29th MAY 2013 1. In Chinese culture it is a “privilege” to be the one gifting rather than receiving, because it means that you are blessed with wisdom. 2. In Japan, they follow the rule of sanbei gaeshi (return three time over). So after receiving a gift from the women on February 14, the men have to return a gift that is double the size and cost of the one received on White Day (March 14). Expensive confectionery leaves a good impression. Lingerie and jewelry get bonus points. 3. Korea too celebrates a similar tradition to Japan, although it is not as stringently followed.
    33. 33. Bran d PRODUCT INSIGHTS 1. It takes time (about 30 minutes) to put together a Pandora Bracelet. 2. It takes effort to match the charms to a loved one’s unique qualities in order to build a bracelet. 3. The experience of making the time, making the effort and putting together a personalised bracelet gets under your skin. 4. As an additional storytelling device, we have explored the insight that couples in love leave little sweet nothings on post it notes for their partners to discover as a pleasant surprise. LANDSCAPE | PANDORA | 29th MAY 2013
    34. 34. STRATEGIC PLANNING
    35. 35. STRATEGIC PLANNING | PANDORA | 29th MAY 2013 Brand PANDORA Brand Essence My Story. My Design. STRATEGIC PLANNING My style. My sign. My story. My Design. (30 minutes to put a bracelet together) Brand Experience
    36. 36. INSIGHTS • People are more likely to buy a Pandora bracelet as a gift for their loved ones • It takes time, effort and intimate knowledge of a loved one in order to create a unique bracelet • Basically, you really need to care to create your own story and your own design for someone Bran d TARGET AUDIENCE • Women (20-39), focus 30-35 • Men (Gift Buyers) • Women (Gift Buyers) STRATEGIC PLANNING STRATEGIC PLANNING | PANDORA | 29th MAY 2013
    37. 37. DIFFERENCE • Tiffany owns love • Swarovski owns occasions • Chow Tai Fook owns weddings • Pandora owns uniqueness (through My Story. My Design) Bran d COMPETITION Tiffany, Swarovski, Links of London, Thomas Sabo, Trollbeads, Chow Tai Fook STRATEGIC PLANNING STRATEGIC PLANNING | PANDORA | 29th MAY 2013
    38. 38. Bran d Brand PANDORA IDE A Brand Essence My Story. My Design. Br an d TARGET AUDIENCE • Women (20-39), focus 30-35 • Men, Women (Gift Buyers) COMPETITION Tiffany, Swarovski, Links of London, Thomas Sabo, Trollbeads, Chow Tai Fook INSIGHT • People buy a Pandora bracelet as a gift • It takes time, effort and knowledge of the other person for the bracelet to be put together • Basically, you really need to care to create your own story and your own design for someone STRATEGIC PLANNING IDEA Bring to life how personal stories shape bracelet design. DIFFERENCE • Tiffany owns love • Swarovski owns occasions • Chow Tai Fook owns weddings • Pandora owns uniqueness (through My Story. My Design) STRATEGIC PLANNING | PANDORA | 29th MAY 2013
    39. 39. Communication Strategy WHAT My Story. My Design. HOW PUSH PULL Content CO-CREATIONCONVERSATION COMMUNICATION STRATEGY Love it. Lost it. STRATEGIC PLANNING | PANDORA | 29th MAY 2013
    40. 40. CREATIVE
    41. 41. ROUND 1
    42. 42. INSPIRATION CREATIVE | PANDORA | 29th MAY 2013
    43. 43. CONFIDENCE CREATIVE | PANDORA | 29th MAY 2013
    44. 44. GRACE CREATIVE | PANDORA | 29th MAY 2013
    45. 45. MY SIGN MY DESIGN CREATIVE | PANDORA | 29th MAY 2013
    46. 46. HOW IT MIGHT LOOK IN SITUATION
    47. 47. FACEBOOK PAGE CREATIVE | PANDORA | 29th MAY 2013
    48. 48. BANNER AD CREATIVE | PANDORA | 29th MAY 2013
    49. 49. YOUTUBE CREATIVE | PANDORA | 29th MAY 2013
    50. 50. TWITTER CREATIVE | PANDORA | 29th MAY 2013
    51. 51. PINTEREST CREATIVE | PANDORA | 29th MAY 2013
    52. 52. ROUND 2
    53. 53. CONVERSATION
    54. 54. CAMPAIGN FLOW CREATIVE | PANDORA | 29th MAY 2013
    55. 55. AD CREATIVE | PANDORA | 29th MAY 2013
    56. 56. AD CREATIVE | PANDORA | 29th MAY 2013
    57. 57. AD CREATIVE | PANDORA | 29th MAY 2013
    58. 58. EXPANDABLE WEB BANNER CREATIVE | PANDORA | 29th MAY 2013
    59. 59. CO-CREATION
    60. 60. FACEBOOK APP CREATIVE | PANDORA | 29th MAY 2013
    61. 61. WEIBO (新浪微博) CREATIVE | PANDORA | 29th MAY 2013
    62. 62. CYWORLD CREATIVE | PANDORA | 29th MAY 2013
    63. 63. LOVE-IT CREATIVE | PANDORA | 29th MAY 2013
    64. 64. LOST-IT CREATIVE | PANDORA | 29th MAY 2013
    65. 65. PROFILE SETTING CREATIVE | PANDORA | 29th MAY 2013 Tag Your partner or friends for the post.
    66. 66. PRIVATE MESSAGE VERIFICATION Partner or friends will receive private message for verification of post. CREATIVE | PANDORA | 29th MAY 2013
    67. 67. 30 MINUTES, 30 DAYS CREATIVE | PANDORA | 29th MAY 2013
    68. 68. INCENTIVE CREATIVE | PANDORA | 29th MAY 2013
    69. 69. INCENTIVE CREATIVE | PANDORA | 29th MAY 2013
    70. 70. INCENTIVE CREATIVE | PANDORA | 29th MAY 2013
    71. 71. TWITTER CREATIVE | PANDORA | 29th MAY 2013
    72. 72. MOBILE APP CREATIVE | PANDORA | 29th MAY 2013
    73. 73. CONVERSION
    74. 74. WEBSITE LOGIN CREATIVE | PANDORA | 29th MAY 2013
    75. 75. CHARMS RECOMMENDATION CREATIVE | PANDORA | 29th MAY 2013
    76. 76. PAYMENT CREATIVE | PANDORA | 29th MAY 2013
    77. 77. SEASONAL
    78. 78. VALENTINE’S DAY (TARGETING MALES) CREATIVE | PANDORA | 29th MAY 2013
    79. 79. MOTHER’S DAY (TARGETING FEMALES) CREATIVE | PANDORA | 29th MAY 2013
    80. 80. COMMUNICATIONS STRATEGY & IMPLEMENTATION
    81. 81. PANDORA 2013 COMMUNICATIONS FRAMEWORK COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 BIG IDEA COMMUNICATIONS AWARENESS ENGAGEMENT E-COMMERCE WEBSITE Mobile Social HK CN JP KO TW SG MY T1 T2 PREMIUM DISPLAY MEDIA SEO / SEM NETWORK DISPLAY MEDIA EDM FACEBOOK ADS BLOGS CREATIVE OBJECTIVES TOUCHPOINTS denotes premium buys for special seasons
    82. 82. DAY IN A LIFE 6:00 am – 9:00 am (Morning Drive Time) 9:00 am – 12:00 pm 2.00 pm – 5:30pm 12:00 pm – 2:00 pm (Lunch hour) 8:00 pm onwards 5:30 pm – 8:00 pm (Evening Drive time) COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 Mobile Social Online Chat Surfing the net
    83. 83. TARGET GROUPS TOUCHPOINTS COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 WOMEN, 25-49, mid-upper income segment MEN, 25-49, upper income segment Display Banners on Fashion Sites Facebook Ads EDM Blogger Engagement SEM Display Banners on News Sites Facebook Ads EDM SEM
    84. 84. TOP FASHION SITES CHINA JAPAN KOREA HONGKONG COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 TAIWAN SINGAPORE MALAYSIA Source: Comscore, Alexa, Jan 2013
    85. 85. TOP NEWS SITES CHINA JAPAN KOREA HONGKONG COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 TAIWAN SINGAPORE MALAYSIA Source: Comscore, Alexa, Jan 2013
    86. 86. OVERVIEW OF MEDIA ACTIVATIONS COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 TARGET AUDIENCE LAUNCH E-COMMERCE DISPLAY NETWORK TOP FASHION SITES DISPLAY NETWORK TOP NEWS SITES
    87. 87. LAUNCH
    88. 88. PREMIUM DISPLAY COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
    89. 89. FACEBOOK AD COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
    90. 90. FACEBOOK AD COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 JR Ramirez, Anjo Miranda and Peter Manus used Love it , Lost it Love it, Lost it JR Ramirez, Anjo Miranda And Peter Manus used Love it, Lost it.
    91. 91. BLOGGER ENGAGEMENT Tier 1 Tier 2 COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 China Japan Korea Hong Kong Taiwan Singapore Malaysia tiffanywang.net candykawaiilover.bl ogspot.com parkandcube.com superwowomg.com wretch.cc/blog/joanneme crystalphuong.net ami.sptnkswthrt.com meijias.blogbus.com bittenbefore.com/tok yolife/ thisisafashionblog.c om elleiconlee.com wretch.cc/blog/FioFangFang .hollyjean.sg plusizekitten.com aeccrnticgirl.blog.163.com mari-to- nori.blogspot.jp blog.naver.com/jjco mmaj popbee.com deankoontz1109.pixnet.net/bl og ilovebunny.net rebeccasaw.com Space.yoka.com/blog/787 523 tokyofashiondiaries. com blog.naver.com/rjhg reat mandsandthensome.blogs pot.hk Wretch.cc/blog/benshee Thydowager.com Cheeserland.com Blog.sina.com.cn/appler9 69 veryweb.jp/diary blog.naver.com/bye youandme Aladygirl.blogspot.com Myfatpocket.com/fashion/2.ht ml Belluspuera.blogspot.com Chuckei.com TIER 1 TIER 2 • Engage stylish and fashion-oriented bloggers who are opinion leaders in their markets • Let them experience the art of choosing the right Pandora charms that will show off their individualities • Advertorials to be read in their high reach blogs, which will then be shared in their social networking pages
    92. 92. BLOGPOSTS COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
    93. 93. BLOGPOSTS COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
    94. 94. E-COMMERCE
    95. 95. DISPLAY COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
    96. 96. DISPLAY COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
    97. 97. SEARCH
    98. 98. SEARCH COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013 Gift bracelet jewellery
    99. 99. TOP SEARCH KEYWORDS CHINA JAPAN KOREA HONGKONG TAIWAN SINGAPORE MALAYSIA (sterling silver jewelry) 纯银首饰 (pandora bracelet) パンドラ ブレスレット (pandora bracelets) 판도라 팔찌 (ring) 環 (bracelet) 手鐲 pandora jewelry pandora jewelry (silver earrings) 银耳环 (pandora jewelery) パンドラ ジュエリー (bracelets) 팔찌 (necklace) 項鏈 (gold bracelet) 黃金手鐲 bracelet pandora beads (silver bracelet) 银手镯 (bracelet) ブレスレット (earrings) 귀걸이 (jewelry) 首飾 (earrings) 耳環 bracelets bracelet (sterling silver bracelet) 纯银手镯 (gold bracelet) ゴールド ブレスレット (pearl earrings) 진주 귀걸이 (bracelet) 手鐲 (sterling sliver earrings) 純銀耳環 earring bracelets (pendant) 坠饰 (earrings) イヤリング (necklace) 목걸이 (pendant) 垂飾 (necklace) 項鍊 earrings Charm bracelet (pearl earring) 珍珠耳环 (pearl earrings) パール イヤリング (pendants) 펜던트 (earrings) 耳環 (gold necklace) 黃金項鍊 necklace earring (pandora jewelry) 潘多拉珠宝 (pendants) ペンダント (gold necklace) 금 목걸이 (fine jewelry) 高級珠寶 (pendants) 墜飾 necklaces earrings (pandora shop) 潘多拉网店 (gold pendants) ゴールド ペンダント (ring) 반지 (jewelry stores) 珠寶店 (white gold rings) 白金戒指 ring Charm (silver jewelry) 银首饰 (necklace) ネックレス (friendship rings) 우정 반지 (gold jewelry) 黃金珠寶首飾 (rings) 戒指 rings charms (jewelry) 珠宝 (necklace chain) ネックレス チェーン (charms) 부적 (fashion jewelry) 時尚飾品 (engagement rings) 訂婚戒指 engagement ring rings (necklace) 项链 (rings) リング (jewelry) 보석 (fashion accessories) 时尚配饰 (charms) 飾物 engagement rings ring (ring) 戒指 (ring design) リング デザイン (fashion accessory) 패션 악세사리 (pandora jewelry) 潘多拉飾品 (jewelry) 珠寶 charm gold ring (engagement ring) 订婚戒指 (charms) チャーム (good luck charms) 행운 부적 (charms) 魅力 (gold ring) 黃金戒指 charms jewelry (jewelry online) 珠宝网上 (jewelry) 宝石 (fashion rings) 패션 반지 (jewelry shop) 珠寶店 (white gold necklace) 白金項鍊 jewelry jewellery Tier 1 Tier 2 Source: Google Keywords Tool, Nov 2012 COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
    100. 100. ROLLOUT PLAN
    101. 101. CAMPAIGN TIMELINE JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY Brand Workshop A/W Launch Planning & Creative At- Work Christmas Campaign Valentine's Campaign Mother’s Day Campaign E-Commerce Launch Branding & Awareness Brand Response Brand Response JUN JUL E-Commerce E-Commerce ROLL OUT PLAN| PANDORA | 29th MAY 2013
    102. 102. SELECTED SEASONS AUG SEP OCT NOV DEC JAN FEB MAR APR MAY A/W Collection Christmas Valentine’s Day KR JP TW White Day KR JP CN HK MY SG TW KR JP CN HK MY SG TW KR JP CN HK MY SG TW Mother’s Day KR JP CN HK MY SG TW ROLL OUT PLAN| PANDORA | 29th MAY 2013
    103. 103. MARKET SEGMENTATION & DELIVERY
    104. 104. BUDGET ALLOCTION
    105. 105. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec China Japan Korea Hong Kong Taiwan Singapore Malaysia Budget Allocation 35% 25% 15% 5% 7.5% 5% 7.5% Online Banners 30% 39% 39% 25% 20% 35% 20% EDM 10% 12% 12% 10% 13% 10% 13% Facebook Ads 15% 15% 15% 25% 24% 30% 24% Blogger Engagement 10% 12% 12% 10% 13% 10% 13% SEM 35% 22% 22% 30% 30% 15% 30% Tier 1 (80%) Tier 2 (20%) EXPECTED RESULTS | PANDORA | 29th MAY 2013 Rational: •Allocated bulk of the budget to tier 1 due to its bigger online market size and volume. •Heavily distributed in Search because the target audience are search-savvy. •Search will be used for performance & E-commerce as it allows for higher conversion and is highly targeted •Allocated minimal percentage for Search in Singapore because of the lack of available relevant searches. •Strategic use of online banners by first creating impact on premium sites then sustaining on relevant verticals in ad networks. •EDM, Social Network Ads and Bloggers will be utilized to develop awareness during the start of each season. •Budget allocation will be divided between the primary and secondary target groups using 80% and 20% respectively. BUDGET ALLOCATION: T1 &T2 (EUR300,000 / EUR700,000)
    106. 106. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecChina Japan Korea Hong Kong Taiwan Singapore Malaysia Budget Allocation 35% 25% 15% 5% 7.5% 5% 7.5% Online Banners 30% 39% 39% 25% 20% 35% 20% EDM 10% 12% 12% 10% 13% 10% 13% Social Advertising 24% 15% 15% 25% 24% 30% 24% Blogger Engagement 18% 12% 14% 14% 18% 13% 18% SEM 18% 22% 20% 26% 25% 12% 25% Tier 1 (80%) Tier 2 (20%) EXPECTED RESULTS | PANDORA | 29th MAY 2013 Rational: • Allocated bulk of the budget (80%) to tier 1 due to its bigger online market size and volume. • Reallocated some of the Search budget to Social considering the following: • amount of current searches in each of the markets for a year • the ideal plan includes other search engines such as Yahoo, MSN, Naver and Baidu on top of Google • the ideal plan includes other social pages such as Twitter, Youtube & Pinterest on top of Facebook (Weibo for China) • Search will be used for performance & E-commerce as it allows for higher conversion and is highly targeted • Allocated minimal percentage for Search in Singapore because of the lack of available relevant searches. • Strategic use of online banners by first creating impact on premium sites then sustaining on relevant verticals in ad networks. • Tier 1 markets will sustain with expandable ad banners first followed by standard flash banners • EDM & bloggers will be utilized to create personal approach during the launch and to maintain relationships with the target audience via regular communication especially during the peak seasons. BUDGET ALLOCATION: T1 &T2 (EUR1,500,000)
    107. 107. BUDGET BY MEDIA T1 &T2 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec China Japan Korea Hong Kong Taiwan Singapore Malaysia Total Plan 1: EUR 300,000 Budget Allocation 105,000 75,000 45,000 15,000 22,500 15,000 22,500 300,000 Online Banners 31,500 29,250 17,550 3,750 4,500 5,250 4,500 96,300 EDM 10,500 9,000 5,400 1,500 2,925 1,500 2,925 33,750 Facebook Ads 15,750 11,250 6,750 3,750 5,400 4,500 5,400 52,800 Blogger Engagement 10,500 9,000 5,400 1,500 2,925 1,500 2,925 33,750 SEM 36,750 16,500 9,900 4,500 6,750 2,250 6,750 83,400 Plan 2: EUR 700,000 Budget Allocation 245,000 175,000 105,000 35,000 52,500 35,000 52,500 700,000 Online Banners 73,500 68,250 40,950 8,750 10,500 12,250 10,500 224,700 EDM 24,500 21,000 12,600 3,500 6,825 3,500 6,825 78,750 Facebook Ads 36,750 26,250 15,750 8,750 12,600 10,500 12,600 123,200 Blogger Engagement 24,500 21,000 12,600 3,500 6,825 3,500 6,825 78,750 SEM 85,750 38,500 23,100 10,500 15,750 5,250 15,750 194,600 Tier 1 (80%) Tier 2 (20%) EXPECTED RESULTS | PANDORA | 29th MAY 2013
    108. 108. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec China Japan Korea Hong Kong Taiwan Singapore Malaysia Total Plan 3: EUR 1,500,000 Budget Allocation 525,000 375,000 225,000 75,000 112,500 75,000 112,500 1,500,000 Online Banners 157,500 146,250 87,750 18,750 22,500 26,250 22,500 481,500 EDM 52,500 45,000 27,000 7,500 14,625 7,500 14,625 168,750 Social Advertising 126,000 56,250 33,750 18,750 27,000 22,500 27,000 311,250 Blogger Engagement 94,500 45,000 31,500 10,500 20,250 9,750 20,250 231,750 SEM 94,500 82,500 45,000 19,500 28,125 9,000 28,125 306,750 Tier 1 (80%) Tier 2 (20%) EXPECTED RESULTS | PANDORA | 29th MAY 2013 BUDGET BY MEDIA T1 &T2
    109. 109. TOTAL EXPECTED RESULTS PLAN 1: EUR 300,000 (TIER 1 & TIER 2 MARKETS) EXPECTED RESULTS | PANDORA | 29th MAY 2013 Impressions Clicks CTR Engagement Rate Engagement Conversion Rate Sales CPM CPC CPE CPS # of TA Reached CH 97,314,797 152,272 0.16% 18% 27,409 6% 9,136 0.001 0.69 3.8 11.5 11,975,880 JP 10,992,737 40,139 0.37% 15% 6,021 5% 2,007 0.007 1.87 12.5 37.4 3,535,649 KR 20,311,908 39,901 0.20% 15% 5,985 5% 1,995 0.002 1.13 7.5 22.6 1,450,053 HK 7,711,010 8,819 0.11% 14% 1,235 4% 353 0.002 1.70 12.1 42.5 181,743 TW 15,012,164 17,305 0.12% 14% 2,423 4% 692 0.001 1.30 9.3 32.5 1,209,570 SG 3,290,324 7,404 0.23% 14% 1,037 4% 296 0.005 2.03 14.5 50.6 536,581 MY 13,870,750 12,813 0.09% 18% 2,306 6% 769 0.002 1.76 9.8 29.3 1,253,140 TOTAL 168,503,691 278,654 0.17% 17% 46,415 5% 15,248 0.002 1.08 6.5 19.7 20,142,617 PANDORA REVENUE (EURm) FY 2012 FY 2011 % Growth Q4-2012 Q3- 2012 Q2-2012 Q1-2012 Q4-2011 Other Asia Pacific Countries 24.1 (180 DKK) 31.5 (235 DKK) -23.4% 3.4 (26DKK) 7.3 (55DKK) 5.2 (39DKK) 8 (60DKK) 10.7 (80DKK) EUR 600 per sale % Growth Projected Revenue 9.1 37.8%
    110. 110. TOTAL EXPECTED RESULTS PLAN 2: EUR 700,000 (TIER 1 & TIER 2 MARKETS) EXPECTED RESULTS | PANDORA | 29th MAY 2013 Impressions Clicks CTR Engagement Rate Engagement Conversion Rate Sales CPM CPC CPE CPS # of TA Reached CH 226,059,527 354,905 0.16% 18% 63,883 6% 21,294 0.001 0.69 3.8 11.5 27,943,720 JP 24,641,387 93,262 0.38% 15% 13,989 5% 4,463 0.007 1.88 12.5 37.5 1,438,927 KR 46,386,119 92,706 0.20% 15% 13,906 5% 4,635 0.002 1.13 7.6 22.7 563,910 HK 16,984,023 20,181 0.12% 14% 2,825 4% 807 0.002 1.73 12.4 43.4 63,610 TW 34,020,050 39,982 0.12% 14% 5,597 4% 1,599 0.002 1.31 9.4 32.8 846,699 SG 6,669,090 16,880 0.25% 14% 2,363 4% 675 0.005 2.07 14.8 51.8 268,291 MY 31,356,750 29,501 0.09% 18% 5,310 6% 1,770 0.002 1.78 9.9 29.7 877,198 TOTAL 386,116,946 647,417 0.17% 17% 107,874 5% 35,444 0.002 1.08 6.5 19.8 32,002,354 PANDORA REVENUE (EURm) FY 2012 FY 2011 % Growth Q4-2012 Q3- 2012 Q2-2012 Q1-2012 Q4-2011 Other Asia Pacific Countries 24.1 (180 DKK) 31.5 (235 DKK) -23.4% 3.4 (26DKK) 7.3 (55DKK) 5.2 (39DKK) 8 (60DKK) 10.7 (80DKK) EUR 600 per sale % Growth Projected Revenue 21.2 88%
    111. 111. EXPECTED RESULTS | PANDORA | 29th MAY 2013 Impressions Clicks CTR Engagement Rate Engagement Conversion Rate Sales CPM CPC CPE CPS # of TA Reached CH 332,205,335 521,550 0.16% 18% 93,879 6% 31,293 0.002 1.01 5.6 16.8 39,265,180 JP 53,238,686 201,496 0.38% 15% 30,224 5% 10,075 0.007 1.86 12.4 37.2 9,443,038 KR 98,115,434 196,091 0.20% 15% 29,414 5% 9,805 0.002 1.15 7.6 22.9 3,954,690 HK 32,565,362 38,696 0.12% 14% 5,417 4% 1,548 0.002 1.94 13.8 48.5 519,267 TW 64,550,612 75,863 0.12% 14% 10,621 4% 3,305 0.002 1.48 10.6 37.1 2,419,140 SG 13,539,422 34,269 0.25% 14% 4,798 4% 1,371 0.006 2.19 15.6 54.7 766,544 MY 57,904,999 54,578 0.09% 18% 9,806 6% 3,269 0.002 2.07 11.5 34.4 2,506,280 TOTAL 652,119,851 1,122,443 0.17% 16% 184,159 5% 60,394 0.002 1.34 8.15 24.8 58,874,140 TOTAL EXPECTED RESULTS PLAN 3: EUR 1,500,000 (TIER 1 & TIER 2 MARKETS) PANDORA REVENUE (EURm) FY 2012 FY 2011 % Growth Q4-2012 Q3- 2012 Q2-2012 Q1-2012 Q4-2011 Other Asia Pacific Countries 24.1 (180 DKK) 31.5 (235 DKK) -23.4% 3.4 (26DKK) 7.3 (55DKK) 5.2 (39DKK) 8 (60DKK) 10.7 (80DKK) EUR 600 per sale % Growth Projected Revenue 36.2 150%
    112. 112. PHASING T1&T2 EUR300,000
    113. 113. EUR300,000(TIER1ANDTIER2MARKETS) EDM Japan Facebook Advertising Online Banners Blogger Engagement SEM EDM Korea Facebook Advertising Online Banners Blogger Engagement SEM EDM Hong Kong Facebook Advertising Online Banners Blogger Engagement SEM EDM China Weibo Advertising Online Banners Blogger Engagement SEM Activity Dec.Nov.Oct.Sept.Aug. JulyJuneMayAprilMarchFeb.Jan. 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
    114. 114. EUR300,000(TIER1ANDTIER2MARKETS) EDM Japan Facebook Advertising Online Banners Blogger Engagement SEM EDM Korea Facebook Advertising Online Banners Blogger Engagement SEM EDM China Facebook Advertising Online Banners Blogger Engagement SEM Activity Dec.Nov.Oct.Sept.Aug. JulyJuneMayAprilMarchFeb.Jan. 3 3 3 3 3 3 3 3 3 3 3 3 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
    115. 115. PHASING T1&T2 EUR700,000
    116. 116. EUR700,000(TIER1ANDTIER2MARKETS) EDM Japan Facebook Advertising Online Banners Blogger Engagement SEM EDM Korea Facebook Advertising Online Banners Blogger Engagement SEM EDM Hong Kong Facebook Advertising Online Banners Blogger Engagement SEM EDM China Weibo Advertising Online Banners Blogger Engagement SEM Activity Dec.Nov.Oct.Sept.Aug. JulyJuneMayAprilMarchFeb.Jan. 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
    117. 117. EUR700,000(TIER1ANDTIER2MARKETS) EDM Japan Facebook Advertising Online Banners Blogger Engagement SEM EDM Korea Facebook Advertising Online Banners Blogger Engagement SEM EDM China Weibo Advertising Online Banners Blogger Engagement SEM Activity Dec.Nov.Oct.Sept.Aug. JulyJuneMayAprilMarchFeb.Jan. 5 5 5 5 5 5 5 5 5 5 5 5 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x Online Banners Expandable Banners on Premium Sites (3-5days) Standard Flash Banners on Ad Networks
    118. 118. PHASING T1&T2 EUR1,500,000
    119. 119. EUR1,500,000(TIER1ANDTIER2MARKETS) EDM Japan Social (Facebook, Twitter, Youtube, Pinterest) Online Banners Blogger Engagement SEM EDM Korea Online Banners Blogger Engagement SEM EDM Hong Kong Online Banners Blogger Engagement SEM EDM China Social (Weibo, Twitter, Youtube, Pinterest) Online Banners Blogger Engagement SEM Activity Dec.Nov.Oct.Sept.Aug. JulyJuneMayAprilMarchFeb.Jan. 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 1x Social (Facebook, Twitter, Youtube, Pinterest) Social (Facebook, Twitter, Youtube, Pinterest) 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
    120. 120. EUR1,500,000(TIER1ANDTIER2MARKETS) EDM Singapore Online Banners Blogger Engagement SEM EDM Malaysia Online Banners Blogger Engagement SEM EDM Taiwan Online Banners Blogger Engagement SEM Activity Dec.Nov.Oct.Sept.Aug. JulyJuneMayAprilMarchFeb.Jan. 5 5 5 5 5 5 5 5 5 5 5 5 Online Banners Expandable Banners on Premium Sites (3-5days) Standard Flash Banners on Ad Networks Expandable Banners on Ad Networks (1 month) Social (Facebook, Twitter, Youtube, Pinterest) Social (Facebook, Twitter, Youtube, Pinterest) Social (Facebook, Twitter, Youtube, Pinterest) 5 5 5 5 5 5 5 5 5 5 5 5 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x 1x
    121. 121. REGIONAL MANAGEMENT & ANALYTICS
    122. 122. AGENCY PARTNERS UPFRONT AGENCY PARTNERS REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013 SG – (HQ) MY CN ID TWHK JP KR CLIENTS: PH
    123. 123. CENTRAL & LOCAL PROCESS REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013 Market coordination from Singapore Markets report back to SG (Best practice / adserving / creative / queries) SG to formulate a central approach that is consistent across Asia Key learnings gathered and distributed across local offices / agency partners
    124. 124. PLANNING 1 SETTING GOALS & KPI’s • Objectives and marketing strategy (Regional & Local) • Budget and timing parameters (Regional & Local) • Hard & soft targets (Regional & Local) 2 PLANNING & CREATIVE • Market, Target & Category observations • Consumer insight • Connection points • Scalable strategic framework • Scalable and modularized creative toolbox 4 QUALITY ASSURANCE • Central review of local creative and technology initiatives • Review of digital media plans and rates 5 OPTIMISATION • Local campaign optimisation • Insight delivery to centre • Central data & insights organisation • Central best practice sharing 6 TRAINING • Innovation Process training • Localization training • Technology training • Digital present & futures training 3 GUIDELINES • Brand guidelines • Communications guidelines • Creative Guidelines • Creative assets • Media guidelines and & central deal structures IMPLEMENTATION REPORTING & TRAINING INVESTMENT RETURN EFFECTIVE LOCALISATION PROCESS REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013
    125. 125. REGIONAL MANAGEMENT PROCESS
    126. 126. REGIONAL COMMS PROCESS MANAGING COMPLEXITY ACROSS BORDERS FOR CLIENTS & AGENCY PARTNERS REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013
    127. 127. REGIONAL SEARCH PROCESS MANAGING COMPLEXITY ACROSS BORDERS FOR CLIENTS & AGENCY PARTNERS REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013
    128. 128. SOCIAL MANAGEMENT PROCESS
    129. 129. CONTENT CALENDAR OVERVIEW LEGEND (CONTENT TYPE): STATUS LINKS PHOTOS VIDEOS PRODUCT CATEGORIES CATEGORY 1 CATEGORY 2 CATEGORY 3 CATEGORY 4 CATEGORY 7 CATEGORY 5 CATEGORY 8 CATEGORY 9 CATEGORY 10 CATEGORY 6 1 2 3 4 5 6 7 8 9 10 11 12 13 14 8am 11am 6pm 12nn 7pm 9am 8am 3pm 8pm 12nn 7pm 9am 11am 6pm 8am 12nn 8pm 10pm 8pm 10pm 12nn 6pm 8am 11am 9am 7pm 12nn 8pm 8am 3pm 9am 12nn 7pm 8am 11am 6pm 12nn 8pm 10pm 10pm 12nn 8pm NOTE: The content type and time of day will be optimised based on the on-going performance of the posts. There will be a weekly data report and monthly analytics report. MARCH SOCIAL MANAGEMENT | PANDORA| 29th MAY 2013
    130. 130. COMMUNITY MANAGEMENT SCENARIO MAP LISTEN ASSESS ENGAGE REPEAT SOCIAL MANAGEMENT | PANDORA| 29th MAY 2013
    131. 131. CONTENT OPTIMISATION PLAN SOCIAL CONTENT OPTIMISATION VIDEO LINKS IMAGES STATUS DOCUMENTS CONTENT CATEGORY Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate EVALUATE C.O.P. Content Optimisation Plan MONITOR OPP.#1 New Video Needed OPP.#2 Modify Existing Video Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate OPP.#1 New Link Needed OPP.#2 Modify Existing Link OPP.#1 New Image Needed OPP.#2 Modify Existing Image OPP.#1 Engage with a specific message OPP.#2 Modify Delivery Type OPP.#1 New Document Needed OPP.#2 Modify Existing Document Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust SOCIAL MANAGEMENT | PANDORA| 29th MAY 2013
    132. 132. CRISIS MANAGEMENT NEGATIVE POST (about company or product) TROLLS Inflammatory / extraneous / off-topic / ridicule / degrading NO YES MONITOR Avoid responding to these posts, Just monitor for relevant information & comments. Inform SM & PR Managers CORRECTION Fix the facts and respond with factual information. Rule of 3: Never send a 3rd reply, take it offline. RESTORATION Acknowledge the problem & offer offline discussion and available contact information. RAGER Rant / rage / harmful joke / satirical ERRONEOUS Wrong / misguided facts NO UNHAPPY USER Resulting from a negative experience NO YES YES RESPONSE CONSIDERATIONS INFLUENCE Reinforce position through referencing posts from key influencers. TONE Keep it personal, conversational and make positive statements. TIMELINESS Take time to create good responses within 48 hours. SOURCING Cite your sources by including links, images, videos or other references SOCIAL MANAGEMENT | PANDORA| 29th MAY 2013
    133. 133. DRIVING ADOPTION AND EFFICIENCY
    134. 134. Robust market management • Consistent approach: developed a reporting template across all markets • Put in place processes and procedures to ensure accuracy • Robust reporting: Across markets / across campaigns each week / month • Built skills to accelerate growth in core business and new markets Deep analytics to drive step change • Implemented Econometrics style measurement • Bespoke analytical projects: The time to convert online / The value of Search assists • Longer term trends and key insights for business heads with monthly reporting Best practice sharing across the network • Production of processes that allow for streamlining of work flow • Enhancement of local implementation across strategy, creative, social, search and display • Development of local know how through sharing of advanced market activity DRIVING GROWTH STEPS ENSURE CONSISTENCY AND SCALEABILITY ANALYTICS | PANDORA | 29th MAY 2013
    135. 135. CAMPAIGN OPTIMISATION PLAN CAMPAIGN OPTIMISATION SOCIAL MONITORING SEARCH DISPLAY COMPETITORS’ SOCIAL MONITORING COMPETITORS’ CREATIVE MONITORING CATEGORY Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate EVALUATE A.O.P. Assets Optimisation Plan MONITOR OPP.#1 New Content OPP.#2 Modify Existing Content Identifying opportunities to enhance existing rankings based on competitors’ ranking Identifying opportunities to reach the KPIs by optimizing, based on the performance of ad types, sizes and verticals Identifying opportunities to enhance existing assets based on tone of voice, engagement rate, response rate Identifying opportunities to enhance existing assets based on tone of voice and response rate of competitors’ creatives OPP.#1 Increase/ Decrease BIDS OPP.#2 Add Keywords OPP.#1 Increase/ Decrease BIDS OPP.#2 Apply Changes in Verticals OPP.#1 New Content OPP.#2 Modify Existing Content OPP.#1 New Assets OPP.#2 Modify Existing Assets Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust Monitor Feedback- Track & Adjust ANALYTICS | PANDORA| 29th MAY 2013
    136. 136. DRIVING EFFICIENCY REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS Monthly Marketing Analysis Time to Convert Search Assists ANALYTICS | PANDORA | 29th MAY 2013
    137. 137. PREVIOUS CLIENT RESULTS
    138. 138. + Spend increase of 30% + Revenue income increase of 129% + Average monthly return from Online activity of $456k Source: Online activity for key markets – CN/MY/SG/TH/PH/ID $0 $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 $1,600,000 $1,800,000 $2,000,000 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 US$dollars Spend Revenue Linear (Spend) Linear (Revenue) J u n - 1 0 J u l - 1 0 A u g - 1 0 S e p - 1 0 O c t - 1 0 N o v - 1 0 D e c - 1 0 J a n - 1 1 F e b - 1 1 M a r - 1 1 A p r - 1 1 M a y - 1 1 WIDENING THE JAWS: CENTRAL MANAGEMENT OUTCOME ANALYTICS | PANDORA | 29th MAY 2013
    139. 139. + Improving cost : income ratios + A step change in ROI growth + A blended rate of 2+ ROI in May 2011 - 0.50 1.00 1.50 2.00 2.50 3.00 3.50 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 ReturnonInvestment Display ROI Search ROI Linear (Display ROI ) Linear (Search ROI ) Source: Online activity for key markets – CN/MY/SG/TH/PH/ID J u n - 1 0 J u l - 1 0 A u g - 1 0 S e p - 1 0 O c t - 1 0 N o v - 1 0 D e c - 1 0 J a n - 1 1 F e b - 1 1 M a r - 1 1 A p r - 1 1 M a y - 1 1 THE GROWTH OF ROI: CENRAL MANAGEMENT OUTCOME ANALYTICS | PANDORA | 29th MAY 2013
    140. 140. TECHNOLOGY
    141. 141. E-COMMERCE TECHNOLOGY Proposed Technology TECHNOLOGY | PANDORA | 29th MAY 2013
    142. 142. E-COMMERCE ARCHITECTURE Voucher Management Analytics: • Adobe Site Catalyst • Google Analytics Email Enrich, Wirecard, Booking Mngt Click Stream Data Tier Confirmation Integration Booking Database Web Services, REST, XML … Business Tier TECHNOLOGY | PANDORA | 29th MAY 2013
    143. 143. E-COMMERCE ARCHITECTURE Voucher Management Analytics: • Adobe Site Catalyst • Google Analytics Email Enrich, Wirecard, Booking Mngt Click Stream Data Tier Confirmation Integration Booking Database Web Services, REST, XML … TECHNOLOGY | PANDORA | 29th MAY 2013
    144. 144. APPLICATION ARCHITECTURE Common Services Interaction Email Forums Groups Communit y & Collabor at ion Surveys Blog Mail Lists Web Mobile Tablet Channels Metadata Securit y Application CRM Dat a Services Sitemap Present at ion Indexing Access App Server Services State Mgt BPM ProcessesBusiness Rules Business Objects Content Management Author Publish URL Mgt Web Cont ent Management Link Mgt Preview Queue Workfl ow Services Accessib ility Role Mgt Locking Widgets RIA Plat form Services Int egrat ion Profile Craw l/Index Forms Registration Facets API Data Access Web Services Business Services Validation BatchCaching Monitoring Disaster Recovery Load Balancing Localisation Analyt ics Tagging Reports Authenticate Reporting Personalis ation Visualisation Encoding DRM Classify Digit al Asset Management SegmentRew ards Account s Search ServiceProfile CDN Logging RolesRules Application Logic Template Authorise User Mgt Connectors Taxonomy Transaction Data Quality CoreBusinessSystems Customers&Partners TECHNOLOGY | PANDORA | 29th MAY 2013
    145. 145. APPLICATION ARCHITECTURE Common Services Interaction Email Forums Groups Communit y & Collabor at ion Surveys Blog Mail Lists Web Mobile Tablet Channels Metadata Securit y Application CRM Dat a Services Sitemap Present at ion Indexing Access App Server Services State Mgt BPM ProcessesBusiness Rules Business Objects Content Management Author Publish URL Mgt Web Cont ent Management Link Mgt Preview Queue Workfl ow Services Accessib ility Role Mgt Locking Widgets RIA Plat form Services Int egrat ion Profile Craw l/Index Forms Registration Facets API Data Access Web Services Business Services Validation BatchCaching Monitoring Disaster Recovery Load Balancing Localisation Analyt ics Tagging Reports Authenticate Reporting Personalis ation Visualisation Encoding DRM Classify Digit al Asset Management SegmentRew ards Account s Search ServiceProfile CDN Logging RolesRules Application Logic Template Authorise User Mgt Connectors Taxonomy Transaction Data Quality CoreBusinessSystems Customers&Partners TECHNOLOGY | PANDORA | 29th MAY 2013
    146. 146. E-COMMERCE ROADMAP Analytics: • Adobe Site Catalyst • IBM Geometrics • Webtrends • Google Analytics Click Stream Data Tier Integration Android Mobile Touch … E-Commerce Web Service/ REST/ XML POST APIs / Native device feature TECHNOLOGY | PANDORA | 29th MAY 2013
    147. 147. E-COMMERCE ROADMAP Analytics: • Adobe Site Catalyst • IBM Geometrics • Webtrends • Google Analytics Click Stream Data Tier Integration Android Mobile Touch … E-Commerce Web Service/ REST/ XML POST APIs / Native device feature TECHNOLOGY | PANDORA | 29th MAY 2013
    148. 148. E-COMMERCE ROADMAP Analytics: • Adobe Site Catalyst • IBM Geometrics • Webtrends • Google Analytics Click Stream Data Tier Integration Android Mobile Touch … E-Commerce Web Service/ REST/ XML POST APIs / Native device feature TECHNOLOGY | PANDORA | 29th MAY 2013
    149. 149. E-COMMERCE ROADMAP Analytics: • Adobe Site Catalyst • IBM Geometrics • Webtrends • Google Analytics Click Stream Data Tier Integration Android Mobile Touch … E-Commerce Web Service/ REST/ XML POST APIs / Native device feature TECHNOLOGY | PANDORA | 29th MAY 2013
    150. 150. COSTS
    151. 151. 522,500 Euro Budget Description Cost Project Management • SEM Management • Social Management • Media Planning & Buying • Analytics 75,000 Creative Development • Facebook App (4 Creative Sets) • Weibo App (4 Creative Sets) • Flash Banners (4 Creative Sets) • EDM (4 Creative Sets) • Facebook/Weibo Ads (4 Creative Sets) 58,000 Photography 20,000 Development • Facebook / Weibo App (4 Sets) • Flash Banners (4 Sets) • EDM HTML (4 Sets) 69,500 Media Buy • Google Adwords & Baidu • Website Banners • Facebook/Weibo Ads • EDMs • Bloggers 300,000 Total: 522,500 COST COSTS | PANDORA | 29th MAY 2013
    152. 152. 957,700 Euro Budget Description Cost Project Management • SEM Management • Social Management • Media Planning & Buying • Analytics 91,000 Creative Development • Facebook App (4 Creative sets) • Weibo App (4 Creative sets) • Flash & Expandable Banners (8 Creative Sets) • EDM (4 Creative Sets) • Facebook/Weibo Ads (8 Creative Sets) 70,300 Photography Production 20,000 Development • Facebook / Weibo App (4 sets) • Flash & Expandable Banners (8 sets) • EDM HTML (4 sets) 76,400 Media Buy • Google Adwords & Baidu • Yahoo Premium • Website Banners • Facebook/Weibo Ads • EDMs • Bloggers 700,000 Total: 957,700 COST COSTS | PANDORA | 29th MAY 2013
    153. 153. 1,757,700 Euro Budget Description Cost Project Management • SEM Management • Social Management • Media Planning & Buying • Analytics 91,000 Creative Development • Facebook App (4 Creative sets) • Weibo App (4 Creative sets) • Flash & Expandable Banners (8 Creative Sets) • EDM (4 Creative Sets) • Facebook/Weibo Ads (8 Creative Sets) 70,300 Photography Production 20,000 Development • Facebook / Weibo App (4 sets) • Flash & Expandable Banners (8 sets) • EDM HTML (4 sets) 76,400 Media Buy • Google Adwords & Baidu • Yahoo Premium • Website Banners • Facebook/Weibo Ads • EDMs • Bloggers 1,500,000 Total:1,757,700 COST COSTS | PANDORA | 29th MAY 2013
    154. 154. THANK YOU
    155. 155. APPENDIX
    156. 156. POPBEE 1 2 3 Blog unique visitors: Details: Top fashion & beauty blog, China Blog URL: http://popbee.com/ Facebook URL: https://www.facebook.com/popbee Twitter URL: https://twitter.com/Popbee Weibo URL: http://weibo.com/popbee/ Recent Advertorials •Faraone Mennella •Burberry •Chanel Foundation •La Prairie Skin Cream •British Fashion Awards 2012 •Zatchels Barrel Bag •H&M 2013 APPENDIX | PANDORA | 29th MAY 2013
    157. 157. VERONICA LI MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 1 2 3 Blog unique visitors: Details: Veronica Li, female, HongKong, Fashion Stylist Blog URL: http://www.vnikali.com/ Facebook URL: https://www.facebook.com/pages/Vnikali/14 8035181886447 Instagram URL: http://followgram.me/vnikali Pinterest URL: http://pinterest.com/vnikali/ Weibo URL: http://www.weibo.com/vnikali Recent Advertorials •Tory Burch •Olivier Rousteing •Bare Minerals •The Melez •LADY GAGA FAME fragrance •STACCATO •Longchamp •TISSOT
    158. 158. BENSHEE FLOWERMONKEY MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 1 2 3 Blog unique visitors: 300,000 Details: Beatrice Tan, female, Taiwanese Blog URL: http://www.wretch.cc/blog/benshee Facebook URL: https://www.facebook.com/benshee.su Fashion URL: http://fashion.piliapp.com/author/benshee/ Blogging Accolades •Most popular blogger in Taiwan Recent Advertorials •PUREE Fashion •Robinlo Studio US •Mihara •Salanio Korean •Kiyumi US Clothing •Lesnereides & agete
    159. 159. MARI NORI MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 1 2 3 Details: Mari, Nori, Sisters, Female, Tokyo Blog URL: http://mari-to-nori.blogspot.sg/ Facebook URL: https://www.facebook.com/MariNorifromTokyo Pinterest URL: http://pinterest.com/marixoxo/ Recent Advertorials •Suzuki Takayuki •Kate Spade NY •Carnate Demote •Chinti and Parker
    160. 160. OISEAU88 NAYOUNG MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 1 2 3 Details: Nayoung, Female, Korea/California, Beauty & Fashion Blogger Blog URL: http://www.aladygirl.blogspot.sg/ Facebook URL: https://www.facebook.com/theblueoiseau88?fref= ts Youtube URL: http://www.youtube.com/user/oiseau88?feature=s ub_widget_1 Instagram URL: http://web.stagram.com/n/oiseau88 Recent Advertorials •Laneige Fall 2012 •StyleHaul •StyleOshop •Urban Outfitters
    161. 161. BEATRICE TAN MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 1 2 3 Blog unique visitors: 34,000 Details: Beatrice Tan, female, Singaporean Blog URL: www.beatricetan.com Facebook URL: https://www.facebook.com/pages/beatricet ancom/123717761052081 Blogging Accolades •Miss Temask Polytechnic •Channel U Variety 2007 •NUS Bizad Pageant 2008 Recent Advertorials •Clarins Ambassador •Loreal Paris Makeup •G2000 Editorial, STYLE Magazine •Panasonic Beauty •Bio essence BB Cream •Love Bonito Resident Model
    162. 162. PEGGY HENG MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 1 2 3 Blog unique visitors: 72,000 Details: Peggy Heng, female, Singaporean Blog URL: www.thy-dowager.blogpost.com Facebook URL: https://www.facebook.com/thydowager?fref=ts Twitter URL: https://twitter.com/thydowager Blogging Accolades •Coverage on The New Paper •Coverage on Yahoo! News •Miss Bikini Photogenic 2012 •Finals: Best Model Of The World •Channel News Asia Talk Show •Rebull Rookies 2012 Recent Advertorials •Poh Heng Jewelry •Carlo Rhino •Bella Box •Cambridge Satchel •Disneyland HongKong •Fabulous Smile •Redbull •Santa Grand Hotel
    163. 163. CHEESIE CHEESERLAND MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 1 2 3 Blog unique visitors: 80,000 Details: Cheesie, female, Malaysian Blog URL: www.cheeserland.com Facebook URL: https://www.facebook.com/cheeserland Youtube URL: http://www.youtube.com/cheeserland Instagram URL: http://web.stagram.com/n/cheeserland/ Blogging Accolades •Nuffnang Asia Pacific Awards 2011 Best Fashion Blog Recent Advertorials •FINE Collagen Drink •The Samsung Hello Kitty Party •JRunway •EMODA •touchME •Coco Chanel •Disney Hongkong
    164. 164. CLASSIFICATION OF SOCIAL TECHNOLOGY USERS SOCIAL MEDIA | PANDORA | 29th MAY 2013 Source: Forrester, Social Technographic Profile Tool, 2010 • Publish a blog • Publish your own Web pages • Upload video you created • Write articles or stories and post them Creators (make the social content consumed by others) • Post ratings/reviews of products or services • Comment on someone else’s blog • Contribute to online forum Critics (respond to content from others) • Use RSS feeds • Vote for Web sites online • Add “tags” to Web pages or photos Collectors (organize content for themselves or others) • Maintain profile on a social networking site • Visit social networking sites Joiners (connect in social networks) • Read blogs • Listen to podcasts • Watch video from users • Read online forums • Read tweets Spectators (monitor consumer social content) • None of the above Inactives (cannot be reached through social technologies)
    165. 165. WOMEN SOCIAL MEDIA USERS BY COUNTRY COUNTRY FACEBOOK LOCAL SOCIAL MEDIA China 118,764 28,408,000 (renren) Japan 4,239,995 5,067,764 (mixi) South Korea 2,183,201 5,220,191 (cyworld) Hong Kong 1,081,109 NA Taiwan 3,261,195 1,840,000 (wretch) Singapore 762,798 NA Malaysia 3,213,632 NA Tier 1 Tier 2 SOCIAL MEDIA | PANDORA | 29th MAY 2013
    166. 166. CHINA Source: Forrester, Social Technographic Profile Tool 18% 78% 34% 35% 47% 48% 0% 20% 40% 60% 80% 100% Inactives Spectators Joiners Collectors Critics Creators 29% 71% Women 25-45 Renren Usage Yes Not Yet 114,056,000 Women 25-45 Online • 42.6% of the female internet users in China have college or university degree and above RMB 1900 (USD 305) monthly spending power. They are most likely to be found amongst the professionals (49.4%) and the managers (36.5%). • 91.3% women are accessing the Internet at home. Office - 33% and internet cafes- 26.7% are the next most popular locations. • 42% of the women, plan to spend more time in the internet, while 52% attempt to have the same amount of time. Currently, 68% of the women have several long sessions online, instead of one long or several short sessions. • 60% of the women state that they share information on social network on a daily basis. • Even though large number of women rely on the internet for news (57.4%), 52.3% use the Web to pursue personal interest. SOCIAL MEDIA | PANDORA | 29th MAY 2013
    167. 167. JAPAN 22% 70% 32% 9% 37% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% Inactives Spectators Joiners Collectors Critics Creators Source: Forrester, Social Technographic Profile Tool 21% 79% Women 25-45 Facebook Usage Yes Not Yet 25% 75% Women 25-45 Mixi Usage Yes Not Yet 20,271,054 Women 25-45 Online • High school education level is prevailing among the female internet users (48.8%), followed by 20% with college degree and above. • Main internet accessing points for Korean women are: Home (95.2%), Office (41.1%), and “on-the-go” (22.8%). • 75.4% of the Japanese women access social networks from mobile phone only. (40% of the blogging is done on smartphones). • 20% of the women, plan to spend more time in the internet, while 62% attempt to have the same amount of time. • 24% of the women state that they share information on social network daily. SOCIAL MEDIA | PANDORA | 29th MAY 2013
    168. 168. SOUTH KOREA 9% 77% 52% 15% 46% 51% 0% 20% 40% 60% 80% 100% Inactives Spectators Joiners Collectors Critics Creators Source: Forrester, Social Technographic Profile Tool 25% 75% Women 25-45 Facebook Usage Yes Not Yet 60% 40% Women 25-45 Cyworld Usage Yes Not Yet 8,700,318 Women 25-45 Online • 98% of the female internet users have college and above education level. The highest proportion of them (28.1%) spend about 7-14 hours on the Web. • Main internet accessing points for Korean women are: Home (97.3%), Work (40.8%), and “on-the-go” (21.6%). • 27% of the women state that they share information on social network daily. • 42% of the women, plan to spend more time in the internet, while 49% attempt to have the same amount of time. Currently, 67% of the women have several long sessions online, instead of one long or several short sessions. SOCIAL MEDIA | PANDORA | 29th MAY 2013
    169. 169. HONG KONG 8% 64% 58% 62% 33% 45% 0% 10% 20% 30% 40% 50% 60% 70% Inactives Spectators Joiners Collectors Critics Creators Source: Forrester, Social Technographic Profile Tool 89% 11% Women 25-45 Facebook Usage Yes Not Yet 1,211,623 Women 25-45 Online • 97% of the female internet users have college degree and above. 41% women have more than HK$ 40,000 household income. • Main internet accessing points for Korean women are: Home (92.3%), Work (39.8%), and “on-the-go” (27.2%). • The major motives for social networking among women in Hong Kong are to stay in touch with friends (51.2%) and to keep friends up to date with their life (12.4%). • 55% of the women, plan to spend more time in the internet, while 33% attempt to have the same amount of time. Currently, 68% of the women have several long sessions online, instead of one long or several short sessions. • 43% of the women state that they share information on social network daily. SOCIAL MEDIA | PANDORA | 29th MAY 2013
    170. 170. TAIWAN MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013 12% 38% 56% 62% 53% 37% 0% 10% 20% 30% 40% 50% 60% 70% Inactives Spectators Joiners Collectors Critics Creators Source: Forrester, Social Technographic Profile Tool 81% 19% Women 25-45 Facebook Usage Yes Not Yet 4,031,900 Women 25-45 Online • 78% of the women with a college degree education or higher have participated in online communities. • Main internet accessing points for Korean women are: Home (90.7%), Work (29.3%), and “on-the-go” (14.4%). • 41% of the female online users say they tend to trust recommendations from reviews when making purchasing decisions. 31% resort to discussion forums, and 14% rely on bloggers’ comments. • 43% of the women, plan to spend more time in the internet, while 49% attempt to have the same amount of time. Currently, 60% of the women have several long sessions online, instead of one long or several short sessions. • 38% of the women state that they share information on social network daily.
    171. 171. SINGAPORE 7% 74% 61% 33% 42% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% Inactives Spectators Joiners Collectors Critics Creators Source: Forrester, Social Technographic Profile Tool 71% 29% Women 25-49 Facebook Usage Yes Not Yet 1,073,162 Women 25-49 Online • 20% of the female internet users have monthly income of about S$6,000-S$10,000. • Main internet accessing points for Korean women are: Home (98.2%), Work (41.5%), and “on-the-go” (30.9%). • Top 3 activities for female users in 25-44 age group are blogging (55%), posting photos (54%) and participating in social networking portals (50%). • 33% of the women, plan to spend more time in the internet, while 53% attempt to have the same amount of time. Currently, 53% of the women have several long sessions online, instead of one long or several short sessions. • The highest amount of time women spent online is attributed to social networking by 21.8%. • 28% of the women state that they share information on social network daily. SOCIAL MEDIA | PANDORA | 29th MAY 2013
    172. 172. MALAYSIA 11% 71% 62% 35% 31% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% Inactives Spectators Joiners Collectors Critics Creators Source: Forrester, Social Technographic Profile Tool 77% 23% Women 25-49 Facebook Usage Yes Not Yet 4,177,134 Women 25-49 Online • 68% of the women online are employed, 45% of which has school degree followed by 25% with bachelor’s degree. 43% of the women earn between RM 2000 and 3000 a month. • Main internet accessing points for Korean women are: Home (92.7%), Work (29.4%), and “on-the-go” (15.8%). • 82.6% of the women are using the Internet for communication purposes, while reading newspaper and searching information comes after. • Women spend an average of 20 hours per week using the Internet. 49% of the them, plan to spend more time in the internet, while 40% attempt to have the same amount of time. • 52% of the women state that they share information on social network daily. SOCIAL MEDIA | PANDORA | 29th MAY 2013
    173. 173. TOP SEARCH KEYWORDS PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY pandora jewellry bracelets earings pendant ring size gold charm jewelry stores pandora stores bracelet pearl earring pendants ring design charms gold jewelry store pandora bracelet bracelets charms pearl earrings gold pendants unique rings charm gold jewelry online pandora charm bracelet charms bracelets pearls earrings gold pendant rings for women charms in gold online jewelry pandora shop charm bracelet pandora dangling earrings silver pendants ring sizes pandora charms online jewelry stores pandora charm bracelets charms for bracelets dangle earrings silver pendant cheap rings pandora charm online jewelry store pandora ring charms bracelet silver earrings necklaces online engagement ring prices charms for pandora jewelry online store buy pandora bracelet charm earrings silver necklaces necklaces fashion rings good luck charms jewelry online shopping pandora rings friend bracelets earrings designs necklace sets gold rings silver charm jewelry stores online online pandora women bracelets earrings for sale gold necklace white gold rings sterling silver charm fashion jewelry pandora bracelet price gold bracelet buy earrings necklace gold white gold ring charms fashion accessories bracelets pandora white gold bracelet shop for earrings chain necklace ring gold gold charms jewelry fashion pandora shop gold bracelets earrings necklace chain the gold ring charm fashion jewellery pandora prices bracelet charm earring necklace chains ring craft charm fashion accessory pandora pandora bracelets and charms earrings online necklace rings charm shop fashion and accessories Source: Google Keywords Tool, Nov 2012 SINGAPORE – ENGLISH WORDS MEDIA SELECTION | PANDORA | 29th MAY 2013
    174. 174. TOP SEARCH KEYWORDS PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY pandora jewellery bracelet online earing necklaces for women engagement ring designs gold charms pandora jewellery jewellery pandora bracelet designs earings necklace design ring size charm gold buy jewellery online about pandora jewellery online bracelet gold earring necklace designs golden ring charms gold jewelry stores pandora jewelery women bracelets earrings in gold women necklaces ring sizes gold pendant charm jewelry store pandora rings gold bracelet earrings white gold buy necklace fashion rings gold charm pendant jewelry online pandora shop white gold bracelet earrings with gold necklace sets a ring charms in gold online jewelry pandora ring gold bracelets earring gold gold necklace gold rings charm silver online jewelry stores pandora jewellry white gold bracelets earrings gold white gold necklace white gold rings charme online jewelry store online pandora bracelet gold sterling silver earrings gold necklaces gold engagement rings love charms jewelry online store pandora prices charm bracelet earrings sterling silver white gold necklaces ring white gold charmes gold jewelry online pandora beads charms bracelet silver earring silver chain ring gold charms jewelry online shop gold pandora bracelet charms the silver earring gold chain the gold ring charm jewelry stores online pandora store charm bracelets earring silver necklace chain rings white gold gold charm jewelry online shops new pandora silver bracelet earrings silver chains rings gold silver charm online jewelry shopping the pandora store silver bracelets earrings online gold chains silver rings charms online jewelry online shopping Source: Google Keywords Tool, Nov 2012 MALAYSIA – ENGLISH WORDS MEDIA SELECTION | PANDORA | 29th MAY 2013
    175. 175. TOP SEARCH KEYWORDS PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY (pandora jewellry) パンドラ ジュエリー (heart bracelet) ハート ブレスレット (earrings) イヤリング (pendants) ペンダント (ring size) リング サイズ (gold charm) ゴールド チャーム (jewelry stores) 宝石店 (pandora rings) パンドラ リング (gold bracelet) ゴールド ブレスレット (pearl earrings) パール イヤリング (gold pendants) ゴールド ペンダント (ring design) リング デザイン (charms gold) チャーム ゴールド (jewelry online) ジュエリー オンライン (pandora stores) パンドラ 店舗 (white gold bracelet) ホワイトゴールド ブレスレット (hoop earrings) フープ イヤリング (silver pendants) シルバー ペンダント (fashion rings) ファッション リング (pandora charms) パンドラ チャーム (online jewelry) オンライン ジュエリー (pandora on sale) パンドラ セール (charm bracelet) チャーム ブレスレット (silver earrings) シルバー イヤリング (leather necklace) レザー ネックレス (golden ring) ゴールデン リング (charms silver) チャーム シルバー (fashion accessories) ファッション アクセサリー (pandora locations) パンドラ 店舗 (pandora charm bracelet) パンドラ チャーム ブレスレット (earrings silver) イヤリング シルバー (fashion necklaces) ファッション ネックレス (gold rings) ゴールド リング (charms) チャーム (jewelry fashion) ジュエリー ファッション (pandora bracelet) パンドラ ブレスレット (charms bracelet) チャーム ブレスレット (earrings design) イヤリング デザイン (cheap necklaces) 安いネックレス (ring gold) リング ゴールド (silver charms) シルバー チャーム (fashion jewellery) ファッション ジュエリー (pandora) パンドラ (silver bracelet) シルバー ブレスレット (earrings) イヤリング (necklace design) ネックレス デザイン (silver ring) シルバー リング (gold charms) ゴールド チャーム (silver jewelry) シルバー ジュエリー (pandora necklace) パンドラ ネックレス (bracelet) ブレスレット (bridal earrings) ブライダル イヤリング (necklace shopping) ネックレス ショッピング (the silver ring) シルバー 指輪 good luck charms (jewelry silver) ジュエリー シルバー (pandora rings) パンドラ リング (bracelets for women) 女性用ブレスレット (silver earrings) シルバー イヤリング (necklaces online) ネックレス オンライン (rings silver) リング シルバー charmes (jewelryshop) ジュエリー ショップ (pandora bracelet charms) パンドラ ブレスレット チャーム (womens bracelet) 女性用ブレスレット (earrings silver) イヤリング シルバー (necklaces necklaces) ネックレス ネックレス (ring silver) 指輪 シルバー the charms (the jewelryshop) 宝石店 (pandora charm braclet) パンドラ ブレスレット チャーム bracelets for pearl earrings (necklace sets) ネックレス セット (ring) 指輪 charms the (jewellery online shop) ジュエリー オンライン ショップ (pandora shop) パンドラ ショップ gold bracelet pearl earring (white gold necklaces) ホワイトゴールド ネックレス (rings) リング heart charm (jewelry) 宝石 pandora.net gold bracelets earrings pearl (necklace gold) ネックレス ゴールド (engagement rings) エンゲージリング charms (jewellery) ジュエリー (pandora watches) パンドラ 腕時計 charm bracelet gold hoop earrings (necklace chain) ネックレス チェーン engagement ring charm (fine jewellery) ファイン ジュエリー beads pandora charm bracelets gold earring (necklace) ネックレス engagement rings gold charm (jewelry shop) ジュエリー ショップ Source: Google Keywords Tool, Nov 2012 JAPAN – JAPANESE WORDS & ENGLISH WORDS MEDIA SELECTION | PANDORA | 29th MAY 2013
    176. 176. TOP SEARCH KEYWORDS PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY (pandora bracelet) 판도라 팔찌 (fashion bracelets) 패션 팔찌 (earriings) 귀걸이 (fashion necklace) 패션 목걸이 (ring size) 반지 사이즈 (charms) 부적 (fashion jewelry) 패션 보석 (pandora) 판도라 (heart bracelet) 하트 팔찌 (pearl earrings) 진주 귀걸이 (necklaces) 목걸이 (ring design) 반지 디자인 (good luck charms) 행운 부적 (fashion accessory) 패션 악세사리 (pandora prices) 판도라 가격 (women bracelet) 여성 팔찌 (hoop earrings) 링 귀걸이 (chain necklaces) 체인 목걸이 (unique rings) 특이한 반지 pandora charms cheap (jewelry) 보석 pandora beads sale (gold bracelet) 금 팔찌 (silver earrings) 은 귀걸이 (white gold necklaces) 백금 목걸이 (fashion rings) 패션 반지 pandora charms online (fine jewelry) 파인 쥬얼리 pandora charm beads (white gold bracelet) 백금 팔찌 (fashion earring) 패션 귀걸이 (gold necklaces) 금 목걸이 (friendship rings) 우정 반지 pandora charms on sale jewellery at beads pandora (silver bracelet) 은 팔찌 hoop earrings (necklace sets) 목걸이 세트 (white gold rings) 백금 반지 charm pandora jewellery store pandora charms (bracelet) 팔찌 golden earrings (necklace design) 목걸이 디자인 (gold rings) 금 반지 charms pandora and jewellery pandora charm bracelet or earrings for (fashion necklaces) 패션 목걸이 (rings) 반지 charms for pandora the jewellery pandora charms sale bracelet en or earrings earrings (leather necklaces) 가죽 목걸이 (silver ring) 은 반지 charme jewellery of sale pandora charms bracelet designs earrings from (pendants) 펜던트 (engagement ring) 약혼반지 good luck charms the jewellery shop pandora jewelry gold bracelet ear ring gold necklace ring gold the charms jewellery shop in jewelry pandora the gold bracelet ear rings gold necklaces rings gold charms cheap silver and jewellery pandora jewelry sale bracelets gold pearl earrings chain necklace the gold ring cheap charms jewellery and pandora bracelet bracelet gold pearl earring gold chains silver rings charm it jewelry stores pandora bracelets bracelets in gold earrings with pearl gold chain the silver ring charms the pandora jewelery Source: Google Keywords Tool, Nov 2012 SOUTH KOREA – KOREAN WORDS & ENGLISH WORDS MEDIA SELECTION | PANDORA | 29th MAY 2013
    177. 177. TOP SEARCH KEYWORDS PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY (pandora) 潘朵拉 (gold bracelet) 黃金手鐲 (earrings) 耳環 (long necklaces) 長項鍊 (ring size) 戒指大小 (wholesale charms) 飾物批發 (jewelry) 珠寶 (pandora jewellery) 潘朵拉珠寶 (white gold bracelet) 白金手鐲 (pearl earrings) 珍珠耳環 (necklaces) 項鍊 (ring designs) 戒指設計 (charms) 飾物 (fine jewelry) 高級珠寶 pandora store (silver bracelet) 銀手鐲 (sterling silver earrings) 純銀耳環 (white gold necklaces) 白金項鍊 (cheap rings) 便宜戒指 charme (fashion accessory) 流行配件 pandora shop (sterling silver bracelet) 純銀手鐲 (long earrings) 長耳環 (gold necklaces) 黃金項鍊 (golden ring) 黃金戒指 charm bracelet jewellery pandora jewellry (bracelets) 手鐲 (earrings design) 耳環設計 (necklace design) 項鍊設計 (white gold rings) 白金戒指 charm bracelets fashion jewellery pandora sale bracelet or earring (pendants) 墜飾 (rings) 戒指 charm bracelet charms jewellery design pandora on the internet bracelet designs earrings necklace silver (engagement rings) 訂婚戒指 bracelet charm fine jewellery jewellery pandora bracelet fashion gold earrings necklaces silver rings gold bracelets charm jewellery shop pandora jewelery charm bracelet silver earrings pendant necklace the gold ring charm for charm bracelet jewellery at pandora charms charm bracelets earing necklace pendants necklace charm for bracelet jewellery of pandora charm bracelet charm earings necklace pendant necklaces charm bracelet charm the jewellery shop pandora bracelet silver bracelet ear rings pendant necklaces pendant charmes jewellery and pandora bracelets bracelets silver pearl earrings pendants necklaces pendants good luck charms jewellery by bracelets pandora bracelet silver pearl earring pendants for necklaces rings the charms jewelery pandora leather bracelet earrings pearl necklaces pendants ring charms the jewellery or jewelery Source: Google Keywords Tool, Nov 2012 TAIWAN – TRADITIONAL CHINESE WORDS & ENGLISH WORDS MEDIA SELECTION | PANDORA | 29th MAY 2013
    178. 178. TOP SEARCH KEYWORDS PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY (online pandora charm) 网上潘多拉吊饰 (silver bracelet) 银手镯 (diamond pearl earrings) 钻石珍珠耳环 (necklace) 项链 (two tone ring) 双色戒指 (whole sale charm) 批发吊饰 (silver jewelry) 银首饰 (online pandora) 网上潘多拉 (sterling silver bracelets) 纯银手镯 (pearl earring) 珍珠耳环 (necklace buy) 项链选购 (ring two tone) 戒指双色 (golden charm) 金色吊饰 (silver & jewelry) 银和首饰 (bracelets pandora) 手镯潘多拉 (bracelet) 手镯 (for silver earrings) 用于耳环的银 (necklace online) 项链项链 (women silver ring) 女士银戒指 (good lick charm) 好运吊饰 (jewelry silver) 首饰银 (pandora jewelry) 潘多拉珠宝 (bracelet gold) 手镯金 (bridal earrings) 新娘耳环 (necklace kit) 项链套件 (ring silver) 戒指银 (charm shops) 吊饰商店 (sterling silver jewerly) 纯银首饰 (pandora silver bracelet) 潘多拉银手镯 (rose gold bracelet) 玫瑰金手镯 (online earrings) 网上耳环 (necklace design) 项链设计 (fashion ring) 时尚戒指 (charm sale) 吊饰出售 (glass jewelry) 玻璃饰品 (pandora necklaces) 潘多拉项链 (bracelet charm pandora) 手链吊饰潘多拉 (tear drop shape earrings) 水滴状耳坠 (fashion necklace) 时尚项链 (friendship ring) 友谊指环 (charm) 吊饰 (jewelry online) 珠宝网上 (pandora shop) 潘多拉网店 (bracelet charm) 手链吊饰 (cheap earrings) 平价耳环 (cheap necklace) 平价项链 (best engagement ring) 最好的订婚戒指 (gold charm) 黄金吊饰 (jewelry shop) 珠宝网店 (pandora braclet price) 潘多拉手镯价格 (pandora brace let & strap) 潘多拉手链和吊饰 (earrings silver) 耳环纯银 (leather necklace) 皮革项链 (golden ring) 金色戒指 (charm gold) 吊饰黄金 (online jewelry store) 网上珠宝商店 (pandora bracelets) 潘多拉手镯 (charm bracelt beads) 吊饰手链球珠 (diamond circle earrings) 钻石圆圈耳环 (necklace gold) 项链黄金 (ring design) 戒指设计 (glass charm) 玻璃吊饰 (online jewelry) 网上珠宝 (pandroa bracelet charm) 潘多拉手链吊饰 (charm bracelet charm) 吊饰手链吊饰 (circle earrings) 圆圈耳环 (cheap gold necklace) 平价金项链 (ring size) 戒指尺寸 (charm enamel) 吊饰瓷釉 (buy jewelry online) 网上选购珠宝 (pandora merchandise on sale) 潘多拉商品发售 (charm bracelet) 吊饰手链 (silver circle earrings) 银质圆圈耳环 (gold pendant necklace) 黄金坠饰项链 (unique ring) 独特的戒指 (silver charm) 银吊饰 (fashion jewelry online) 时尚珠宝网上 (pandora store locations) 潘多拉商店位置 (charm and bracelt) 吊饰和手链 (long earrings) 长耳环 (gold necklace design) 黄金项链设计 (engagement ring price) 订婚戒指价格 (charm silver) 吊饰银 (jewelry whole sale) 饰品批发 (pandora ring) 潘多拉戒指 (with charm bracelet) 带吊饰的手链 (fashion earrings) 时尚耳环 (gold necklace) 黄金项链 (engagement ring) 订婚戒指 (online pandora charm) 网上潘多拉吊饰 (boutique jewelry) 精品珠宝 (pandora gift) 潘多拉礼品 (bracelet online) 手镯网上 (buy earrings) 购买耳环 (necklace chain) 项链链子 (gold ring) 金戒指 (pandora charm) 潘多拉吊饰 (gold jewelry) 金饰品 (pandora price) 潘多拉价格 (fashion bracelet) 时尚手镯 (earrings store) 耳环商店 (chain necklace) 链式项链 (gold engagement ring) 黄金订婚戒指 (charm enamel) 吊饰瓷釉 (jewelry store) 珠宝商店 Source: Google Keywords Tool, Nov 2012 CHINA – SIMPLIFIED CHINESE WORDS MEDIA SELECTION | PANDORA | 29th MAY 2013
    179. 179. SOCIAL MEDIA MANAGEMENT
    180. 180. SOCIAL NETWORKS MARKET SHARE BY COUNTRY Source: StatCounter, April 2013 Tier 1 Tier 2 SOCIAL MEDIA MANAGEMENT | PANDORA | 29th MAY 2013 2% 3% 1% 36% 38% 59% 71% 65% 68% 87% 30% 9% 8% 10% 4% 9% 8% 10% 5% 10% 6% 23% 24% 19% 31% 26% 10% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% China Japan South Korea Hong Kong Taiwan Singapore Malaysia Sina Weibo Youku Wretch Cyworld Mixi YouTube Twitter Facebook Renren StumbleUpon
    181. 181. SOCIAL SITE MANAGEMENT Publish messages • Interactive wall posts • Polling votes Negative PR Control • Negative reviews turn-around rate • Providing more information to reduce mis-understanding • Responding personally via private messaging Offer value to fans • First hand content receive by fans • Engaging platform for fans • Additional platform for fans to reach out to Pandora Social Analytics • Use of sophisticated social measuring analytics tool • Measuring of buzz rate, social shares, likes, general engagement rates etc. Boost engagement among target audience and increase reach • Applying analytics and turning data turn into insights • Use of insights to improve the campaign performance SOCIAL MEDIA MANAGEMENT | PANDORA | 29th MAY 2013
    182. 182. • Consolidated monthly view of key markets performance over time. Showing macro trends and performance based on clients KPI’s • Helps accelerate growth through best practice sharing and offers strategic thought on performance and key recommendations for future activity • Key insights for business heads and key marketing leads • Shared source of knowledge between countries MONTHLY MARKETING ANALYSIS REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS ANALYTICS | PANDORA | 29th MAY 2013
    183. 183. • The purpose of the analysis is to help set the optimal conversion window for both post click and post view. • At UPFRONT, we are media neutral and have no desire to over inflate the responsiveness of digital activities. • We would like to see the true picture of what online activity is contributing and act accordingly on how media budgets should be spent. • The approach taken to decide the most appropriate length for post click and impression conversions is to generate a Screen plot. TIME TO CONVERT ANALYSIS REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS ANALYTICS | PANDORA | 29th MAY 2013
    184. 184. • Relatively few keywords actually generate either a sale or an assist. • Brand terms are not quite as profitable as we thought. • Search is a process and bookings/sales happen as part of a reasonably long extended click path. • It seems likely that Search engines are often used as a home page and customers are making multiple orders using Search to facilitate this. • Re-invest budget to take into account findings – new Keyword bid weightings. THE POWER OF SEARCH ASSISTS REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS ANALYTICS | PANDORA | 29th MAY 2013
    185. 185. THANK YOU

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