An insightful presentation on building world class digital experiences on the Adobe Customer Experience Management platform for Singapore Tourism Board

1. Web Experience Strategies & Case Study of Singapore Tourism Board Paul Soon 18th August 2011

2. Part of the WPP family

3. Full Service Digital Agency 16 years of brand building, engagement, activation and relationship management on behalf of our clients Offices in Singapore, Japan, Hong Kong, Malaysia and Indonesia Strong capabilities across Strategy, UX, Creative, Technology and Analytics Official Adobe Business Partner

4. A Fine Balance Experience Technology Planning Analytics Creative

5. A Selection of our Clients

6. What sort of a branded experience would be perfect?

7. Personalised, Contextual and Intelligent

8. Informational, utility led, ease of use

9. Sharing, social, connected

10. Distribution, two-way, concise

11. But you would have to spend USD343.09 billion to buy them all

12. The single objective we have for ALL our clients is to build a truly sustainable digital presence

13. One that organically grows and makes the most of tactical spikes

15. The goal Increase tourist arrivals and tourism receipts through a digital platform that delivers upon the brand promise, and brings to live the amazing experiences that Singapore has to offer in the most sustainable fashion

16. Bringing the brand alive Branded Site THE COMMITMENT Strategy THE WAY OF WORKING ‘Connecting the DOTs’ Video Sharing Site Video/Photo Sharing Site CAMPAIGN Social Network Site Micro- Blogging Site ‘BRAND X’ PLATFORM ENGAGEMENT

17. design creates stories, and stories create memorable experiences, and great experiences have this innate ability to change the way in which we view our world

18. 6 segments 1000 new content to be written and developed 6 months of planning and strategy development 3 months of implementation More THINKING Less TALKING

19. And so we set out to tell a story One that would entice, engage and alter perceptions Through a digital presence that embodied the city - exciting, easy and continuously transforming itself A world class digital platform for a world class city

20. The challenge A diverse set of audiences, with different language, interests and content needs. Transform an existing information-based website, with an exceptionally large amount of content. Design and layout that engage the emotional, while providing the functional, essential tools for the rational mind.

22. The need for content strategy A framework that governed and established rules Structured for search Mix of created, aggregated and user generated content that is meticulously tagged and reused Create content once, publish to multiple devices Flexible design templates and layouts that suits multiple business units Adhere to editorial workflow & content lifecycle Continuously monitor and measure the effectiveness of content

23. Website Social platforms Word of mouth A single platform to centrally manage distributed content, while creating a personalised, emotionally engaging experience Blogs Feeds eDM & CRM Reviews & Partner content Mobile

25. 2 years on, we’re still learning We obsess over the data and analytics We strive to understand consumer behaviour better through multivariate testing and by extrapolating Omniture data Continuously evolve the offering Informed by insights gleaned through Omniture , powered by Adobe’s web experience management capabilities

26. Thank You