1.
Realization
of the O2O vision
in Vietnam
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2.
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3.
“Almost
overnight, the
Internet's gone
from a technical
wonder to a
business must.”
– Bill Schrader,
businessman
09:00 – 12:0006:00 – 09:00 12:00 – 14:00 15:00 – 18:00 18:00 – 21:00 21:00 – 00:00
07:50 09:20 12:30 17:40 19:05 21:10
GOOD MORNING
MY FACEBOOK!
MORNING SHIFT LUNCH FAMILY & FRIENDS
ACTIVITIY
ME TIMEGETTING THINGS
DONE AT WORK
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4.
The
marketing
world
changed
Content always make its crown.
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5.
The
marketing
world
changed
Mobile surely works
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6.
The
marketing
world
changed
Programmatic is the future juice.
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7.
Are we too
excited?
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8.
Are we too
excited?
“There are managers so preoccupied with their e-mail messages that they never look up from their
screens to see what's happening in the non-digital world.”
– Mihaly Csikszentmihalyi,
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9.
How big is
the online
world?
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10.
How our consumers actually go through a day?
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11.
How our
consumers
actually go
shopping?
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12.
How our
consumers
actually get
prepare for
their baby?
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13.
What is the role of digital in the
physical spaces?
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14.
A Connector for
both worlds
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15.
NO
PHYSICAL
CONNECTION
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16.
To connect all the remaining dots in the non-digital world to
the online activities with its technology capability
NO
Connection
Platform
Excite the offline
and lead to the
online world.
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17.
An experience
initiator &
exciter
 What are Genzilla & Millennials seeking in life, and
in the relationship to brands?
 How are they moving?
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18.
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19.
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20.
Both two
generations
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21.
A transformer
of
STORYTELLING
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22.
How has the
story been told
lately? TVC, PrintAds,
billboard, posters,
PR articles, etc.
iTVC, viral clip,
website content,
social media posts,
online articles
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23.
How has the
story been told
lately? TVC, PrintAds,
billboard, posters,
PR articles, etc.
iTVC, viral clip,
website content,
social media posts,
online articles
OUTER LAYERS
(not individual experience or their own story with the brand)
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24.
What do
consumers
want about
our story?
 Personalized
 Involving
 Excitement
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25.
How digital can play a better role
in the O2O game?
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26.
1.
A brand
narrative that is
digital-nature
and works for
non-digital
reality.
 What is the rally points for the brand internally and
externally?
 What is your brand’s offering to the consumers in
the internet of things?
 How that narrative solve brand’s business
challenge?
 What is the digital factor in your offline
engagement?
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27.
2.
Narratives
built through
products,
services and
stories across
physical and
virtual spaces
 Experience designed from data that reflects insight.
 The design of experience should allow individual stories to
be crafted.
 Technology plays the role of bringing the excitement part.
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28.
A car is a space
of services for
empowering
people’s lives
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29.
3.
Who tell the
experience
 Previously, any kind of story, BRAND tells,
demonstrates, inspires, etc.
 How the mechanic of “experience-telling” makes it
different
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30.
Not anymore storytelling
EXPERIENCE-TELLING is the News in town.
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31.
4.
A user journey
that has
interchange
connection
among all
campaign
touch-points.
 Where are the OFFLINE to online
connections?
 How your consumer get in, navigate
and end their journey of engagement.
 How the touch-points are multiplied
and differentiate themselves at the
same time.
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32.
“The internet
of things” –
O2O
connections
are REAL & in
PHYSICAL
form.
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33.
How your consumers navigate
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34.
Multiply
engagement,
not impression.
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35.
5.
SUSTAIN
the relationship
with an always-
on
platform/conver
sation
 Experience created from inspiring brand
narratives, deployed by powerful
technology.
 Then, WHAT’S NEXT?
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36.
Continuum of experience to elaborate brand
engagement.
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37.
Example
How to engage to
consumers after and
without campaign?
 Target: Party-goers
 Insight: F.O.M.O.
 Behavior: Mobile only when partying and stay
connected at all times
 Challenge:
o Link up the event and the online consumer
during the event and after that
o Keep the engagement even after the event
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38.
Example
How to engage to
consumers after and
without campaign?
 Solution: A brand hub for party-goers as an always-
on engagement platform – as a rewarding platform
across Facebook, Mobile and brand site.
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39.
PRE-party IN-party AFTER-party, departing for another one.
WHERE to PARTY?
- Hot spots in town, recommended by
brand.
- Event Calendar.
MOBILE APP WEBSITE / FACEBOOK
/YOUTUBE
MOBILE APP MOBILE APP WEBSITE / FACEBOOK
/YOUTUBE
HOW TO to PARTY?
- Friends together
- Capture & share moments (Photo
sharing, tag friend)
- Check-in for points, more points at
branded events
WHAT ELSE AFTER?
- What to remember - Photo Albums, Video clips
(After party sharing)
- Any thing to keep it up (Collect points for instant
exclusive gifts from BRAND)
- Open more access to experience.
HOW to KNOW?
- Search for information
- Acquire information
- App download
MOBILE APP INDIVIDUAL FACEBOOK
TAKE A TRY
- Check-in with friends, tag on Facebook
- Share live photos
KEEP IT UP
- More points for VIP accounts
- Redeem points for gifts
- Receive Exclusive rewards
MOBILE APP WEBSITEMOBILE APP WEBSITE/FACEBOOK
USER ENGAGEMENT
PLATFORM INTERFACES
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40.
Example:
How to engage to
consumers after and
without campaign?
As a test,
 1,000 photos shared real-time within 3 hours of
event time from event participants.
 Continuing of sharing 4 days after– in total over
3,500 photos
 At non-campaign time, the platform maintains about
a thousand frequent members per month
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41.
Data management platform & CRM vision
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42.
Enabled by Technology
Powered by People
Delivering Business Results
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