HUBFORUM Singapore is an invitation-only summit for digital marketing leaders from local and international companies. Over 300+ attendees and 15 top speakers had gathered last year to share insights, predictions of digital marketing and digital transformation.

1. E-COMMERCE . SOCIAL MEDIA ENGAGEMENT . DIGITAL TRANSFORMATION
WHAT NEW CHALLENGES IN APAC?
HUBFORUM SINGAPORE REPLAY 2016

2.
How
to
turn
looker
into
booker
?
Aseem
Puri,
Chief
Marketing
Officer,
Unilever

3. REPLAY
2016HUBFORUM
SINGAPOUR3
How
0$
marketers
beat
billions
$
marketers
“You
get
an
promotional
offer
of
3N2D
at
a
leading
Resort.
You
go
online
and
find
reviews
as
2
out
of
5
stars.
Less
than
15%
will
go
ahead
and
book
a
room.”
Aseem Puri
UNILEVER
For
today’s
digital
generation,
power
belongs
to
people.
In
fact
people
trust
perfect
strangers
more
than
any
brands.
More
than
any
brands
ads.
How
to
turn
looker
into
booker
?

4. REPLAY
2016HUBFORUM
SINGAPOUR4
#1
Performance
Marketers
create
Funnels
How
to
turn
looker
into
booker
?
The
first
key
to
success
is
to
build
a
funnel
in
which
your
will
be
able
to
conduct
your
audience
at
every
step.
Michel
Pham’s
strategy
is
a
relevant
example
of
what
you
can
do.
Her
key
of
success
?
Every
week
she
publishes
a
fresh
piece
of
content.
From
awareness
to
engagement,
in
7
years,
she
has
been
able
to
build
a
strong
community
of
8
million
subscribers
on
her
Youtube
channel.
Once
she
succeed
to
gather
this
amount
of
people,
she
entered
the
purchase
step
of
the
funnel
with
the
launch
of
2
products:
a
cosmetics
line
and
a
delivered
beauty
box
service
to
which
1
million
of
her
community
subscribed
and
that
represents
120mn$
revenue

5. REPLAY
2016HUBFORUM
SINGAPOUR5
#2
Performance
Marketers
create
Purposeful
brands
How
to
turn
looker
into
booker
?
The
4
questions
to
answer
to
become
a
purposeful
brand
according
to
Aseem
Puri
• Who
do
we
serve…?
• What
is
their
issue
that
we
want
to
own…?
• What
is
our
point
of
view?
• What
is
our
purpose?
And
that
is
how
Dove
have
become
a
beauty
brand
to
a
publisher
on
inspiration
for
beauty,
from
a
single
bar
of
soap

6. REPLAY
2016HUBFORUM
SINGAPOUR6
#3
Performance
Marketers
Listen
to
People
How to turn looker into booker ?
Social
listening
is
an
important
stake
to
create
engagement.
What
you
need
for
that:
• A
social
listening
plan
• A
set
of
social
listening
tools
• A
person
or
team
to
analyze
the
results
“Solve
1
person’s
problem
thanks
to
social
listening:
they
will
tell
everyone”

7. REPLAY
2016HUBFORUM
SINGAPOUR7
#4
Performance
Marketers
Are
Publishers
How
to
turn
looker
into
booker
?
«
You
have
to
think
differently,
you
have
to
think
yourself
like
a
magazine
and
not
a
brand
that
publish
content.
»

8. REPLAY
2016HUBFORUM
SINGAPOUR8
#5
Performance
Marketers
Plan
to
convert
How
to
turn
looker
into
booker
?
You
have
to
drive
your
audience
from
the
top
to
the
funnel
to
the
bottom
and
for
that
Aseem
Puri
said
«
don’t
launch
things
people
dont
want
».
Build
a
better
product
&
test.
Unilever
is
putting
10%
of
their
budget
for
experimentation.
When
bad
product
need
marketing,
great
products
can
do
0$
marketing.
Start
where
you
are
badly
needed
–
where
you
will
be
more
successful.

9. E-­‐commerce
challenges
in
APAC
Pierre
Poignant,
Regional
COO,
Lazada
Strictly Confidential
Prepare!for!Scale
5Source: ATKearney report “Lifting the Barriers to E-Commerce inASEAN”
7.8%
7.2%
5.8%
4.0%
1.0%
0.6% 0.6% 0.6% 0.6%
Europe China United9
States
Singapore Malaysia Thailand Philippines Indonesia Vietnam
In South East Asia eCommerce is still in infancy…
Percentage!of!retail!sales!made!online
(2014,9%9of9total9retail9sales)
Around9below91%

10. REPLAY
2016HUBFORUM
SINGAPOUR10
10
key
learnings
How to hack e-­‐commerce in South East Asia
PREPARE
FOR
SCALE
DATA,
DATA,
DATA
TEST
&
LEARN
THINK
MOBILE
FIRST
ADDRESS
THE
PAIMENT
CHALLENGE
HIGHEST
STANDARDS
OF
CX
BUILD
YOUR
ECOSYSTEM
“To
deliver
the
best
solutions
to
ours
sellers
or
consumers,
We
built
a
strong
network
of
partners
for
example
for
transport”
SET
THE
BAR
VERY
HIGH
&
KEEP
THE
PACE
INVEST
IN-­‐HOUSE
TECH-­‐STACK
INVEST
IN
PEOPLE
“Penetration
in
ecommercre
is
ONLY
2%,
it
will
explode
soon”
“We
invest
massively
in
the
latest
data
technologies.
Every
decision
we
make
are
settled
on
data”
”We
do
cookie
tracking
to
track
the
customers
behaviours
on
the
day
of
the
launch
of
the
target
campaign
and
we
measure
impact
and
extract
learnings
for
every
campaigns”
“60%
of
the
transactions
are
done
on
mobile
for
Customers
in
APAC.
We
think
first
on
the
mobile
and
after
we
adapt
on
the
website”
We
built
an
ecosystem
of
payment
to
offer
choices
to
customers,
in
each
country
“It
is
the
ability
to
offer
choices
(logistics,
standard
service,
express
service…)
the
satisfaction
is
higher
–
the
success
to
deliver
the
promises"
“We
are
not
looking
for
a
5%
improvement…
but
to
x2
yes!”
“We
keep
asking
ourselves
:
Can
I
automate
this
?
Can
I
outsourced
this
?
Can
I
invest
in
technology
to
do
this?”
1
2
3
4
5
6
7
8
9
10

11. REPLAY
2016HUBFORUM
SINGAPOUR11
Lazada’s
partners
ecosystem
How to hack e-­‐commerce in South East Asia

12. How
to
scale
up
e-­‐commerce
business
in
APAC
?
Adrien Barthel, Chief Marketing Officer, Sephora

13. REPLAY
2016HUBFORUM
SINGAPOUR13
From
Luxola
to
Sephora
How to scale up e-­‐commerce business in APAC ?
Founded
end
of
2011
11
markets
5
offices
3
warehouses
200
people
300+
brands
10,000
SKUs
USD
13M
Fundings
Series
A
–
2013
–
Gree
Ventures
(JP)
Series
B
–
2014
–
Transcosmos
(JP)
Acquisition
–
2015
–
LVMH
Group
(Sephora)

14. REPLAY
2016HUBFORUM
SINGAPOUR14
The
beauty
market
in
APAC
How to scale up e-­‐commerce business in APAC ?
Beauty
segment
is
a
growing,
defensible
market
Global
online
beauty
market
has
doubled
in
the
last
five
years
Strong
ecommerce
growth
in
South
East
Asia
Consumers
take
a
multi-­‐device
path
to
purchase
Competitive
landscape
Rising
challenge
from
online-­‐only
beauty
retailers

15. REPLAY
2016HUBFORUM
SINGAPOUR15
From
4
issues
to
4
solutions
How to scale up e-­‐commerce business in APAC ?
ISSUE
1
:
AUTHENTICITY ISSUE
2
:
VARIETY
ISSUE
3
:
CROSS
BORDER ISSUE
4
:
RELIABILITY
➔ Work
with
brands
directly
➔ Provide
an
outstanding
customer
experience
➔ Be
customer
centric
➔ Hear
your
customers
and
what
products
they
are
after
➔ Try
new
things
➔ Seamless
experience

16. REPLAY
2016HUBFORUM
SINGAPOUR16
The
Marketing
Plan
-­‐
Tailored
to
each
step
of
the
customer
acquisition
process
How to scale up e-­‐commerce business in APAC ?

17. REPLAY
2016HUBFORUM
SINGAPOUR17
Smart
Data
Analytics
How to scale up e-­‐commerce business in APAC ?
BIG
DATA
IS
LIKE
TEENAGE
SEX:
EVERYONE
TALKS
ABOUT
IT,
NOBODY
REALLY
KNOWS
HOW
TO
DO
IT,
EVERYONE
THINKS
EVERYONE
ELSE
IS
DOING
IT,
SO
EVERYONE
CLAIMS
THEY
ARE
DOING
IT…
Dan
Ariely
Visit
Add
items
to
cart
Place
order
Retain
PRM CRM

18. Marketing
in
ASEAN
:
WFA
Survey
Results
Ranji
David,
Marketing
Director,
WFA
About the Research
• 100 global, regional and local client-side
marketers in Asia across 7 different
functions
• Market size of 618m people
• 66 companies were represented in our online
survey concluded in Feb 2016
• Regional benchmark on thoughts and actions
in relation to Marketing in ASEAN
• Thanks to our National Association members
for their partnership:

19. REPLAY
2016HUBFORUM
SINGAPOUR19
1.
Conservative
Confidence’
in
Consumer
Insights
Marketing
in
ASEAN
:
WFA
Survey
Results

20. REPLAY
2016HUBFORUM
SINGAPOUR20
2.
Transformation
requires
fresh
Capabilities
Marketing in ASEAN : WFA Survey Results

21. REPLAY
2016HUBFORUM
SINGAPOUR21
3.
Agency
Issues
:
Talent,
Turnover
&
Local
Savvy
Marketing in ASEAN : WFA Survey Results

22. REPLAY
2016HUBFORUM
SINGAPOUR22
Closing
Thoughts
:
ASEAN
Ad
Verbatim
Marketing in ASEAN : WFA Survey Results

23.
Digital
Transformation
Panel:
A
global
challenge

24.
Digital
Transformation
Panel:
A
global
challenge

25. REPLAY
2016HUBFORUM
SINGAPOUR25
Digital transformation, a global challenge
”Driverless
car,
Google
Health,
they
are
disrupting
business
model
of
insurance
because
it
helps
to
prevent
the
risk.
But
insurance
also
covers
the
risk
too
and
accelerate
recovery.
There
is
an
opportunity
to
rethink
the
value
of
insurance
for
the
customer”
When digital transforms old-­‐established business
LÉO
COSTES
Chief
Transformation
Officer,
Axa
ROD
STROTHER
VP,
StarHub
RUPERT
YEO
VP
e-­‐Commerce
Development
AccorHotels
“In
the
digital
world,
a
good
booking
interface
is
not
good
enough.
Consumers
want
more.
There
are
much
more
expectations
than
before"
“Digital
transformation
is
about
people.
Starhub
has
to
rely
its
business
driven
by
digital
customers
for
all
customers.
The
speed
of
expectation
is
only
led
by
customers.”

26. REPLAY
2016HUBFORUM
SINGAPOUR26
How to keep track of all the tech?
“Engage
people.
Personal
board
of
new
things
you
discovered.
Cultivate
that
mentality”
“We
took
a
huge
Initiative
(digital
plan),
hundred
topics
focused
on
digital
experience/innovation,
online,
everybody
contributes
and
it
was
provided
by
internal
staff
to
involve
them
into
digital
transformation”
When digital transforms old-­‐established business
ROD
STROTHER
VP,
StarHub
RUPERT
YEO
VP
e-­‐Commerce
Development
AccorHotels

27. REPLAY
2016HUBFORUM
SINGAPOUR27
Finding disruptive technologies
“You
need
to
inject
people
and
tech
everywhere
in
the
organization,
redefining
product
based
on
big
data.
Trying
to
find
people
that
you
wouldn’t
hire
at
first
sight
but
who
could
add
value
to
your
business.
Open
to
the
world
and
not
doing
only
“in-­‐house”
business
because
you
need
external
skills,
such
as
startups.
Big
industries
cannot
find
directly
the
perfect
tech-­‐solution,
they
need
outside
help.
And
that’s
why
we
have
AXA
Innovation
Lab.
The
pace
is
much
faster,
you
are
talking
in
week
when
bringing
a
solution
to
the
market.”
When digital transforms old-­‐established business
LÉO
COSTES
Chief
Transformation
Officer,
Axa

28. REPLAY
2016HUBFORUM
SINGAPOUR28
Closer relationship with customer?
When digital transforms old-­‐established business
LÉO
COSTES
Chief
Transformation
Officer,
Axa
ROD
STROTHER
VP,
StarHub
RUPERT
YEO
VP
e-­‐Commerce
Development
AccorHotels
“Create
a
engagement.
In
insurance
there
were
only
2
interaction
before.
With
digital
devices
:
3
more
points
of
contact
“before
–
during
–
after
the
risk”
(example
of
connected
cars
:
AXA
Drive
that
gives
you
score
of
your
driving
that
will
determine
your
insurance
cost)”
“Technologies
cannot
make
you
change
your
CRM,
a
good
CRM
comes
from
company
culture.”
“Big
Data
is
a
big
deal
for
CRM.
Make
sure
your
data
tracking
is
accurate.
You
need
good
talent
to
manage
data
and
not
get
“garbage
data”
that
nobody
knows
how
to
handle
it.”

29. REPLAY
2016HUBFORUM
SINGAPOUR29
Creating digital Mindset?
When digital transforms old-­‐established business
LÉO
COSTES
Chief
Transformation
Officer,
Axa
ROD
STROTHER
VP,
StarHub
RUPERT
YEO
VP
e-­‐Commerce
Development
AccorHotels
“2
years
ago,
we
settled
a
digital
plan.
Big
discussion
has
been
opened
about
that,
every
level
of
the
hotel
process
was
invited
to
participate
instead
of
hiring
a
consultant”
“Making
the
link
between
the
employee’s
digital
skills
in
their
everyday
life
and
to
make
the
connection
to
use
them
as
a
job.
Facebook
Insight,
Google
Analytics…
the
gap
can
be
crossed
easily.”
“By
demonstrating
that
digital
has
an
impact
in
the
company.
Start
and
learn
approach
with
the
digital
chanel.
If
you
can
demonstrate
that
a
new
prospect
is
acquired
by
the
digital
chanel,
you
have
the
attention
of
everybody.”

30. Social
media
strategy
in
APAC
Benjamin
Duvall,
Chief
Evangelist
Officer,
Linkfluence

31. REPLAY
2016HUBFORUM
SINGAPOUR31
APAC
Social
Media
Map
Social media strategy in APAC

32. REPLAY
2016HUBFORUM
SINGAPOUR32
Social
intelligence
is
crucial
to
bring
customer
data
into
the
business
Every
region
has
its
own
favorite
social
plateform.
There
is
unique
template
for
each
social
network.
In
the
APAC
web,
there
is
no
traditional
consumer
segmentation
techniques…
…
But
several
targeting
such
as
:
What
people
are
talking
about
regionally,
what
people
think
about
one
product?
What
kind
of
issues
people
talking
about
one
product?
Mapping
of
communities,
mapping
of
influencers
to
get
the
best
insights
Insights
enable
the
most
relevant
editorial
strategy
(for
instance
Danone
created
Nutrijournal)
The
“Listen
–
Reach
–
Engage
–
Sell”
framework
works
better
with
social
listening.
It
enables
companies
to
go
beyond
paid
media
and
reach
own
media
and
earned
media
To
achieve
this
relevance,
the
team
is
made
of
multicultural
and
multinational
employees
who
handle
every
insight
of
every
topic.
Social media strategy in APAC
How
to
capture
this
public
conversation?
1
2
3
4
5
6
7

33. REPLAY
2016HUBFORUM
SINGAPOUR33
”Remember
Social
Intelligence
is
about
people”
For
digitally
proactive
brands,
social
intelligence
is
critical
for
bringing
consumer
data
into
the
business
But
APAC
is
the
most
diverse
market
globally
and
needs
a
special
approach
to
be
consistent
and
relevant
But
both
local
data
capture
technology
and
local
analysis
is
needed
for
consistency
and
relevance
Social media strategy in APAC
1
2
3

34. REPLAY
2016HUBFORUM
SINGAPOUR34
Case
Study
:
Danone’s
Digital
Initiative
Social media strategy in APAC

35. How
to
engage
with
influencers
for
a
luxury
company
?
Rachel
Tann,
Senior
Marketing
Executive
/
Digital
Manager,
Remy
Cointreau

36. REPLAY
2016HUBFORUM
SINGAPOUR36
How
do
we
work
with
influencers
?
What
kind
of
ROI
?
How to engage with influencers for a luxury company ?
Identity
the
influencers
REACH
:
how
many
followers
do
they
have
?
ENGAGEMENT
:
quality
of
their
interactions
with
their
community
POTENTIAL
1

37. REPLAY
2016HUBFORUM
SINGAPOUR37
How
do
we
work
with
influencers
?
What
kind
of
ROI
?
How to engage with influencers for a luxury company ?
build
Build
the
relationship
A
real
opportunity
to
connect
-­‐
know
when
are
their
birthday,
follow
them
on
social
networks,
humanize
them,
they
are
not
just
content
creators!
2

38. REPLAY
2016HUBFORUM
SINGAPOUR38
How
do
we
work
with
influencers
?
What
kind
of
ROI
?
How to engage with influencers for a luxury company ?
build
Turn
them
into
partners
What
you
can
do
for
them,
what
you
can
do
together
2

39. REPLAY
2016HUBFORUM
SINGAPOUR39
The
Cointreau
x
influencers
series
campaign
How to engage with influencers for a luxury company ?

40. REPLAY
2016HUBFORUM
SINGAPOUR40
The
Cointreau
x
influencer
series
campaign
:
Objectives
vs
Achievements
How to engage with influencers for a luxury company ?

41. Waze
in
APAC:
Location-­‐Based
Marketing
Edward
Ling,
Sales
Manager,
Waze

42. REPLAY
2016HUBFORUM
SINGAPOUR42
Waze in APAC: Location-­‐Based Marketing
«
We
use
everybody's
data
to
save
5
minutes
or
more
in
your
everyday
moves
»
Edward
Ling,
WAZE

43. REPLAY
2016HUBFORUM
SINGAPOUR43
Waze
Milestones
from
foundation
to
Carpool
&
Waze
Rider
Waze in APAC: Location-­‐Based Marketing

44. REPLAY
2016HUBFORUM
SINGAPOUR44
Location
Based
Marketing
:
to
be
at
the
right
time
to
the
right
place
to
show
a
message
Waze in APAC: Location-­‐Based Marketing

45. REPLAY
2016HUBFORUM
SINGAPOUR45
The
Context-­‐Aware
Location
Based
Mobile
Marketing
Waze in APAC: Location-­‐Based Marketing

46. REPLAY
2016HUBFORUM
SINGAPOUR46
Location-­‐Based
Marketing
Formats
for
Waze
Waze in APAC: Location-­‐Based Marketing
BRANDED
PIN
Waze
pins
are
like
digital
billboards,educating
and
reminding
drivers
of
places
near
their
drive.
*capped
to
max
3
pins
per
screen
ZERO-­‐SPEED
TAKEOVER
Reach
drivers
on-­‐the-­‐go
with
our
highest
impact
ad
format.
*capped
to
4
takeovers
per
drive
NEARBY
ARROW
Arrows
point
Wazers
to
your
nearby
location
during
the
first
few
moments
after
opening
the
app.
SEARCH
PROMOTION
Your
locations
are
eligible
to
show
at
the
top
of
search
results,
along
with
your
brand
logo,
when
users
search
for
relevant
brand
and
category
terms.

47. The
6
challenges
behind
Digital
Transformation
Emmanuel
Vivier,
Cofounder,
HUB
Institute

48. REPLAY
2016HUBFORUM
SINGAPOUR48
Digital
disruption
=
a
combination
of
factors
The
6
challenges
behind
Digital
Transformation
DIGITAL
DISRUPTION
is
due
to
a
combination
of
technology
innovations
DIGITAL
DISRUPTION
is
due
to
the
Connected
Consumer
DIGITAL
DISRUPTION
is
due
to
the
advent
of
new
startups
DIGITAL
DISRUPTION
is
due
to
Digital
Giants
(The
GAFA/
The
Chinese
BAT)

49. REPLAY
2016HUBFORUM
SINGAPOUR49
The
range
and
speed
of
Change
is
Faster,
Bigger,
Smarter,
Better
than
you
might
expect
The
6
challenges
behind
Digital
Transformation
10X
is
easier
than
10%
Astro
Teller
Google[x]
Captain
of
Moonshots

50. REPLAY
2016HUBFORUM
SINGAPOUR50
Disruption
is
only
beginning….
Fasten
your
seatbelt!
The
6
challenges
behind
Digital
Transformation

51. REPLAY
2016HUBFORUM
SINGAPOUR51
The
6
key
challenges
for
a
successful
digital
transformation
The
6
challenges
behind
Digital
Transformation

52. LEARN MORE
Hubinstitute.com

53. REPLAY
2016HUBFORUM
SINGAPOUR53
DISCOVER OUR TRENDS REPORTS
READ
MORE

54. REPLAY
2016HUBFORUM
SINGAPOUR54
Tuesday
4th
&
Wednesday
5th
October
2016
Let’s meet at HUBFORUM Paris

55. REPLAY
2016HUBFORUM
SINGAPOUR55
Let’s
keep
in
touch
THE
HUB
INSTITUTE
TEAM
@
HUBFORUM
SINGAPORE
55
VINCENT
DUCREY
CO-­‐FOUNDER
EMMANUEL
VIVIER
CO-­‐FOUNDER
@vincent_ducrey
@emmanuelvivier
PERLE
BAGOT
ASSOCIATE
DIRECTOR
perle.bagot@hubinstitute.com
CHARLOTTE
DAUCHEZ
CONTENT
MANAGER
charlotte.dauchez@hubinstitute.com
ROMAIN
DUSSART
DIGITAL
CONSULTANT
romain.dussart@hubinstitute.com
WWW.HUBINSTITUTE.COM
/HUBINSTITUTE
@HUBINSTITUTE