How will technology adoption change the way in which marketers reach and influence consumers in Asia-Pacific over the next decade? How is Microsoft evolving its marketing strategy to reflect these changes?
Wave6 Srbija - predstavljanje lokalnih rezultata najveceg i najobuhvatnijeg globalnog istrazivanja na temu drustvenih medija.
Globalno sprovedenog od strane UM-a, u Srbiji realizovano od strane UniversalMedia u saradnji sa svojim digitalnim partnerom agencijom Fastbridge.
Kvalitet uzorka za istrazivanje Mediana.
Podrzan od strane IAB Srbija.
Prezentaciju mozete pronaci na htttp://www.universalmedia.rs i http://www.fastbridge.rs
What are the trends within healthcare?
What is social media?
What are the elements of social media?
How do people use social media?
How to implement social media?
Reintroducing Saudi Social Media Behavior by TOP - ArabNet Riyadh 2015ArabNet ME
Speaker: Diya Murra, Account Director, The Online Project
Over the past two years, Saudis have changed their behavior in the way they interact, connect and engage on social media platforms. The Online Project's latest 2015 industry report emphasizes the up-to-date changes in Social Saudis in comparison to the 2013 report.
Mobile developments in the US: can success be copied?Sanoma
Joe has served as the senior director of the IAB’s Mobile Marketing Center of Excellence since its inception in December, 2010. He plays a key role furthering the Mobile Center’s mission of growing the mobile interactive industry. Joe manages many of the IAB’s mobile standards, best practices, and research projects; advises both buyers and sellers of mobile media; and oversees the IAB’s Mobile Committee and Tablet Committee.
During his IAB career, Joe has led IAB projects including: writing buyer’s guides to mobile and tablet advertising; developing the IAB MRAID standard for mobile rich media advertising; and working with the MMA and MRC to establish guidelines for counting mobile web and in-app ad impressions.
Wave6 Srbija - predstavljanje lokalnih rezultata najveceg i najobuhvatnijeg globalnog istrazivanja na temu drustvenih medija.
Globalno sprovedenog od strane UM-a, u Srbiji realizovano od strane UniversalMedia u saradnji sa svojim digitalnim partnerom agencijom Fastbridge.
Kvalitet uzorka za istrazivanje Mediana.
Podrzan od strane IAB Srbija.
Prezentaciju mozete pronaci na htttp://www.universalmedia.rs i http://www.fastbridge.rs
What are the trends within healthcare?
What is social media?
What are the elements of social media?
How do people use social media?
How to implement social media?
Reintroducing Saudi Social Media Behavior by TOP - ArabNet Riyadh 2015ArabNet ME
Speaker: Diya Murra, Account Director, The Online Project
Over the past two years, Saudis have changed their behavior in the way they interact, connect and engage on social media platforms. The Online Project's latest 2015 industry report emphasizes the up-to-date changes in Social Saudis in comparison to the 2013 report.
Mobile developments in the US: can success be copied?Sanoma
Joe has served as the senior director of the IAB’s Mobile Marketing Center of Excellence since its inception in December, 2010. He plays a key role furthering the Mobile Center’s mission of growing the mobile interactive industry. Joe manages many of the IAB’s mobile standards, best practices, and research projects; advises both buyers and sellers of mobile media; and oversees the IAB’s Mobile Committee and Tablet Committee.
During his IAB career, Joe has led IAB projects including: writing buyer’s guides to mobile and tablet advertising; developing the IAB MRAID standard for mobile rich media advertising; and working with the MMA and MRC to establish guidelines for counting mobile web and in-app ad impressions.
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
Case Study: Leveraging Influencer Insight to Create Content for your BrandAppinions
This content marketing case study illustrates how Appinions uses influencer insights to create unique and meaningful content to increase their brand visibility and credibility. Read about this actionable model that all brands can replicate to boost their content marketing efforts.
Check out this presentation by Modo Lab's VP of User Experience, Eric Kim, as he looks back on mobile advancements of the past year and how your team should be looking forward to the next.
The second annual Adobe Consumer Content Survey—a December 2018 survey of 1,000 U.S. consumers who own at least one digital device—found that digital content consumption is on the rise and consumers have already established expectations and preferences.
The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand C...iCrossing
The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns by Nate Elliott from Forrester at iCrossing UK Client Summit May 2011.
Our presentation to be delivered at the Scottish Business Exhibition/Export Week Scotland on the 14th and 15th of November. Please see our blog for booking details - www.energise2-0.com The presentation asks whether we need a new approach to Export Support Policy in an increasingly 'connected world' and presents 10 key action points for effective use of digital and social media to support SME internationalisation.
Leading global agencies have had to reinvent themselves numerous times in the digital era as new advertising channels have emerged. Today, the dominant trends are mobile and social meaning:
• Always-on data-driven campaigns
• A people-based approach to targeting
• A security and privacy focus
Our panel will discuss these trends, challenges and opportunities and how they have driven great success for their leading clients and brands.
eMarketer Webinar: Key Trends in Social AdvertisingeMarketer
There’s never a dull moment in social advertising, and the first few months of 2015 have made that clear. Topics in this webinar include: Why social ad spending is continuing to rise; Which platforms are growing fast and challenging Twitter in usage; Why Facebook may be the next video star, and what this means for advertisers; How social data is helping create a new generation of ad networks; Why the combination of real-time marketing and personalization will be social’s true strength.
Wave 5 - The Socialisation of Brands | UM | Social Media TrackerUM Wave
Wave 5 - the socialisation of brands, told us that there was huge demand
for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create
the right experience benefitted enormously, driving brand loyalty, endorsement and
sales.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space.
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
Dr. William Allan Kritsonis, Freedom of Expression, Due Process, Rights of Students, Rights of Employees, Unfair Labor Practices, Federal, Regional, State, District Courts - Legal Procedures
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
How to Use Online Intelligence As Part of a Total Media StrategySocial Strategy1
"How To Use Online Intelligence As Part of a Total Media Strategy ”
The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis.
Sponsored by Social Strategy1 and Write2Market
Case Study: Leveraging Influencer Insight to Create Content for your BrandAppinions
This content marketing case study illustrates how Appinions uses influencer insights to create unique and meaningful content to increase their brand visibility and credibility. Read about this actionable model that all brands can replicate to boost their content marketing efforts.
Check out this presentation by Modo Lab's VP of User Experience, Eric Kim, as he looks back on mobile advancements of the past year and how your team should be looking forward to the next.
The second annual Adobe Consumer Content Survey—a December 2018 survey of 1,000 U.S. consumers who own at least one digital device—found that digital content consumption is on the rise and consumers have already established expectations and preferences.
The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand C...iCrossing
The Interactive Brand Ecosystem: Putting Digital At The Heart Of Your Brand Campaigns by Nate Elliott from Forrester at iCrossing UK Client Summit May 2011.
Our presentation to be delivered at the Scottish Business Exhibition/Export Week Scotland on the 14th and 15th of November. Please see our blog for booking details - www.energise2-0.com The presentation asks whether we need a new approach to Export Support Policy in an increasingly 'connected world' and presents 10 key action points for effective use of digital and social media to support SME internationalisation.
Leading global agencies have had to reinvent themselves numerous times in the digital era as new advertising channels have emerged. Today, the dominant trends are mobile and social meaning:
• Always-on data-driven campaigns
• A people-based approach to targeting
• A security and privacy focus
Our panel will discuss these trends, challenges and opportunities and how they have driven great success for their leading clients and brands.
eMarketer Webinar: Key Trends in Social AdvertisingeMarketer
There’s never a dull moment in social advertising, and the first few months of 2015 have made that clear. Topics in this webinar include: Why social ad spending is continuing to rise; Which platforms are growing fast and challenging Twitter in usage; Why Facebook may be the next video star, and what this means for advertisers; How social data is helping create a new generation of ad networks; Why the combination of real-time marketing and personalization will be social’s true strength.
Wave 5 - The Socialisation of Brands | UM | Social Media TrackerUM Wave
Wave 5 - the socialisation of brands, told us that there was huge demand
for social interaction with brands. However, the nature and depth of this interaction varied wildly from person to person and category to category. But those brands that could create
the right experience benefitted enormously, driving brand loyalty, endorsement and
sales.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
Social media is an incredibly dynamic environment. Terms like “friend” and “influencer” are no longer adequate.
A deeper understanding of consumer needs and motivations is the key to unlocking a real understanding of social media and its users.
Social networks are becoming powerful hubs of interconnected communities but it’s not just people that are connecting in the social media space.
There is huge demand for a more social and interactive relationships with brands.
Almost half of the Active Internet Universe has already joined a brand community.
These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales.
However, understanding the nature of social demand for each consumer, category and market is the key to creating a successful social media experience.
Dr. William Allan Kritsonis, Freedom of Expression, Due Process, Rights of Students, Rights of Employees, Unfair Labor Practices, Federal, Regional, State, District Courts - Legal Procedures
Bring the world into your classroom. An exciting new children's photo project from CAFOD, the Catholic Agency for Overseas Development
http://www.cafod.org.uk/picturemyworld
Missions in Papua New Guinea: A History of Missions among the Kafe People by ...William Kritsonis
Missions in Papua New Guinea: A History of Missions among the Kafe People by Dr. Rick Lumadue and Robin Lumadue - Published by NATIONAL FORUM JOURNALS, www.nationalforum.com - Dr. William Allan Kritsonis, Editor-in-Chief
Student Freedom of Speech, Student Expression, Pickering and other cases, Censsorship of Student Publications, Due Process, Discrimination, Diversity, Multicultural Issues, Personnel Administration
Presented to the 1st meeting of Southwest Florida Social Media Club. Started with Statistics then covered 3 trends: Speed of information, Listening, Branding
The 50 Most Important Marketing Charts of 2016Percolate
The job of the marketer is never static: it changes in response to shifting patterns in consumer behavior, content consumption, and device usage. Every year, we compile the 50 most important trends for marketers across mobile, social, content marketing, and advertising. This year, we bring you a collection that includes newer trends that made a mark last year — including customer experience and ad blocking — and whose impact will continue to be felt.
Social Media Convergence - The ARF/Adweek 2009Lynne d Johnson
Social media is a critical part of progressive marketing thinking. The consumer, with the rise of social media, has been able to drive the conversation with or without input from the brands. This change in who controls the dialogue has transformational impact:
1. Social media creates a brand/consumer conversation that will transform organizations.
2. Social media blends brand communications, PR, customer care, research and insights as all happen simultaneously via the conversation.
3. Most marketers are still struggling to find a coherent social media strategy.
4. Social media produces naturally occurring conversation and behavior that offers incredibly rich insights, but companies are still learning how to mine this continual stream.
The ARF launched its new Social Media Council with a panel of industry experts explaining how social media creates convergence among the advertising, marketing, public relations, customer care and consumer insights spheres.
Building the Social Powered Brand: Turning Social Data Into Competitive Advan...DataSift
Social data is exploding, providing new insight into markets, customers and audiences. Patrick Morrissey, VP of Marketing at DataSift and Shree Dandekar, Chief Strategist, BI and Analytics at Dell will tackle the social data challenge, explore the impacts and opportunities with social to drive brand advocacy and provide advice on how brands can make sense of social data at scale to drive advocacy and impact. Get an inside view on how Dell is using social data to translate conversations into a near real-time NPS (Net Promoter Score).
Wave 6 - The Business of Social | UM | Social Media TrackerUM Wave
Wave 6 - the business of social, shows how meeting different consumer needs delivers different outcomes for brands. For example some will create loyalty whilst others are better at driving sales. Therefore, actually knowing where consumer and brand objective meet is the key to the long-term success of social strategy.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
Every day, thousands across the globe talk about your products, your brand, and your competitors. Now imagine a reality in which you knew what the world is talking about right now. You don’t need a crystal ball to make social media predictions for the future. A marketer’s intuition, backed by social listening and analytics, can do the trick and engage target audiences. The ever-changing consumer, economic and digital landscapes naturally enable social media marketers to develop a hunch about how their brand and audience are impacted by those shifts. To turn a hunch into a real prediction, marketers need to understand how to analyze the growing amounts of data at their disposal. Consumer opinion has changed YoY and historical data is your most reliable friend for social media management, content marketing, crisis management, brand monitoring, customer support and more we will discuss together.
In this webinar dive in and learn:
- How social media platforms can help turn data to business insights
- How social listening empowers marketers to discover every new trend first
- How to use your owned data to fine-tune predictions or pivot in a smart direction
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
6. “Asian economies will dominate the list of the biggest economies by 2020. Now, more than ever, country selection will matter.” Citi Group, Wall Street Journal, January 2011 Asia: The new centre of gravity
7. Asia: The next billion “The middle-class in Asia, exc. Japan, will rise from 570m in 2010 to 945m in 2015. To put that in perspective, this will be nearly three times the population of the USA” Mr & Mrs Asia, Asia’s Middle-Class Revealed CLSA Asia-Pacific Markets Report.
14. “Asia is the most socially engaged region of the world on the web. This includes activities like blogging, social networking, social bookmarking and engaging in social chatter. They carry brands through their activities and peer-to-peer conversations.” Source: Harvard Business Review 2010
16. “While fewer than 20% of Asia Pacific mobile users currently have smartphones, interest in upgrading is high: nearly half of consumers intend on buying a smartphone in 2011” Nielsen Report, July 2011 MOBILE MO
21. Agenda Asia’s Next Digital Decade Marketing Evolution at Microsoft Case Study: Windows 7 Launch
22.
23. Fish where the fish are… Time Spent Ad Spend 39% 31% 28% 26% 16% 13% 12% 9% Print Radio TV Internet Internet Trends, April 2010
24. Internet is Asia’s Most Popular Medium Minutes per week India Jakarta Singapore TV Internet (Excl. email) 98 178 585 274 92 Magazines 288 219 734 204 Newspaper 616 678 954 7% Taipei Seoul 12% 174 27 168 182 791 768 709 720 45% 36% Australia Kuala Lumpur 60 210 156 327 586 869 809 700 Source: Synovate PAX Survey Q3 2009 – Q2 2010
25. “Over 50% of Microsoft’s marketing communications will be delivered via digital channels by 2010” Steve Ballmer, CEO, Microsoft 2007 Association of American Advertising Agencies Conference
29. Agenda Asia’s Next Digital Decade Marketing Evolution at Microsoft Case Study: Windows 7 Launch
30.
31. Achieve the highest level of customer satisfaction,advocacy and fastest adoption of any OS ever released Windows 7 launch goals
32. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
33. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
37. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
38. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
40. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
41. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
49. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
50. Windows 7 launch strategy 1. Finding Our Voice 4. LaunchNew Version User at the centre 2. Creating an emotional connection 3. Amplify/magnifyvia communities
Good morning, my name is Andrew Pickup.It’s great to be here and to have the opportunity to share with you our thoughts on some of the key trends that we see taking place over the next decade and how technology will impact our ability to understand and engage consumers in Asia-Pacific.
With that in mind, today I would like to share with you 3 perspectives on this topic:Firstly, what are the key consumer trends we see taking place in this region over the next decade. These include economic, technological, changes in consumer behaviour, media consumption etc,Secondly, based on those trends, how is Microsoft’s marketing strategy evolving over time. At Microsoft, we invest over $1bn per year in marketing our products and services and, since our customers represent a significant volume of users - and are often early-adopters - of technology our own “digital journey” may offer an interesting and relevant perspective.Finally, to illustrate some of the key themes we will discuss by sharing with you how we launched Windows 7 here in Asia-Pacific.
To begin with, we need to recognize and appreciate that dramatic and fundamental changes are taking place in Asia Pacific at this time and these will continue over the next decade,Historically, dramatic changes rarely occur as a result of an isolated cause, more often when several powerful forces collide to shift collective perspectives. We have identified four of these disruptions that are currently altering Asia as we know it.They are Economic, Technological, changes in Consumer behavior and the evolving nature of Asian Brands.
Most independent experts, economists and financial analysts agree that the pendulum of economic gravity has been moving from the developed markets of the West towards the Emerging Markets of Asia over the last few years. What’s more, the recent economic downturn, including the growing debt burden of the developed markets, have served to accelerate this gradual shift in the centre of gravity towards Asia.Clearly, these are exciting times for our region; THIS is OUR decade.Just as Rome was the center of the world in Roman times, we are now on the brink of an era where we will witness Asia’s rise to power.
For many decades Asia has been associated with consumer electronics, but only as a low-cost manufacturing base. The majority of the output from the region was not for domestic consumption, rather for export to the developed markets of the West.Today, however, income-levels of the Emerging Markets of Asia are rising at twice the speed of the USA and Europe, leading to a burgeoning middle-class.As significant discretionary income becomes available to many Asians for the first time, the focus of consumer-electronics in Asia will change, from primarily a low-cost assembler of products/services to an increasingly rampant consumer of them.’By 2015, Asian’s middle-classes will have doubled to a billion and half of all the planet’s Internet users will be in this region. Make no mistake, this is our decade…
Technology is the second disruption that we have to recognize.
We see 5 key technological trends over the next decade..Computing Power & Storage – Moore’s Law, which was first proposed in 1965, has served the consumer electronics well for nearly half a century. It will certainly continue to do so over the next decade i.e. a computing power will double once every 2 years while prices remain constant or – alternatively – the same processing power will be delivered for half the cost, bringing millions of Asians into the digital era.Location Sensing – increasingly, consumer technology will embed location-based services in a natural, seamless and unobtrusive way that will enhance the consumer’s experience.Ubiquitous Connectivity – a combination of government policy, major telecommunication investments and industry competition will bring affordable “all-you-can-eat” broadband offerings to millions.Pervasive Displays – the cost of displays will continue to decline over the next decade. The cost of plasma screens has declined 90% over the last decade, whilst LED displays have reduced by over 40%. This trend will continue over the next decade and the diversity of displays will vary from the size of a watch to the size of a building. This will fundamentally change outdoor advertising, for example. Natural Interaction- perhaps the most fundamental change that will take place will be the way in which we interact with the device. For the last 30 years the primary input and navigational mechanism for the PC, for example, has been a combination of the keyboard and mouse. But, with tablet/slate computing, you are beginning to see the rudiments of touch, swiping, gesture, pinching as a means of instructions. This represents a far more organic and natural form of interaction. As a glimpse of the future, we need only witness the recent phenomenal success of the X-Box Kinect, which uses the entire body as an input device. This product is officially recognized the Guinness Book of Records as the Fastest-Selling Consumer Electronics device in history, selling 8 million units in its first 60 days of launch. The unprecedented popularity of this product demonstrates how increasing the level of natural interaction with technology expands the market for technology – bringing in both very young consumers and senior citizens for example – in a way that the traditional mouse/keyboard may not.Over the next decade, all of the above will become increasingly pervasive and extremely common.What I want you to take away is that the revolution of technology is way beyond the introduction of a new tablet, a new cell phone or a new website, it’s transformational in nature and will affect how we communicate, collaborate, interact, socialize and share information globally.
I would now like to turn to changes in consumer behaviours over the next decade.
Consumers of today are adopting an increasingly digital lifestyle in which everyday tasks are executed digitally and devices and software are becoming part of the fundamental fabric of the way in which we communicate, collaborate, connect and entertain.At term has been created to describe how people – especially the younger generation – are using technology to optimizing their lives.The term being used is So Lo Mo.
So Lo Mo stands for Social, Local, Mobile.Moving forward, companies will increasingly be able to create value for their customers, differentiate themselves from the competition and charge a premium for their products and services by optimizing their offerings for a Social, Local and Mobile experience.Let me illustrate each of these trends and give you a couple of examples.
Thanks to a plethora of new tools and technologies, the consumers of today are more social than ever. Consumers use social platforms to Share experiences,Create community,Preserve memoriesOne example is X-Box, the world’s leading gaming platform. On it’s own, it’s an amazingly realistic, interactive and fun experience. But the experience can be enhanced by adding a social element to it, in this case, X-Box Live, our multi-gaming, Internet-enabled experience. This enables gamers from Buenos Aires to Barcelona to Bangkok to challenge one another at their favorite games. This has not only proven extremely popular – 35 million subscribers to date - it is also one of the ways we have differentiated ourselves from the competition – in this case Play Station – to win market share and become the #1 gaming platform in the world.Another example of the power of social is Bing. Bing is Microsoft’s search-engine offering, that competes with Google. As you can appreciate, taking on the 800lb gorilla in that market is tough. And you are unlikely to make progress unless you bring something truly new and compelling to the market. One of the ways we are seeking to differentiate ourselves is developing “social search” by integrating Facebook date with searches. In this example, a consumer is seeking information about hotels in Hawaii and in the third link you can see that two of the consumers friends recommend that particular hotel. Delivering that specific information within that contextual setting enhances the consumer experience and helps us to differentiate our product.
The reason why integrating social elements to your products & services is important is because Asia is widely-recognized as the most socially-engaged nation on earth. Whether you are looking at the absolute numbers, the % penetration of the % growth, Asian countries dominate the rankings of sites such as Facebook, Twitter etc.
Living Locally means consumers letting others know where they are in order to share and find information faster and better, not to mention earned social status and location-based rewards. Location has taken off in HUGE ways recently. Almost every application out there has some element of location in it, it seems. Take a photo, and tell people where you took it. Post a status update, and sharing your location immediately imbues it with so much more context. In short, location-based services are here to stay. The relevance that they lend to our interactions makes them so much more powerful.Today, services such as FourSquare, Facebook Places and Loopt offer a mechanism for doing this, but it is somewhat clunky. Moving forward, consumer electronics will embed this added-value technology in a totally seamless, integrated way.
“Living mobile” means no longer being tethered to our desks in order to remain connected. On the run, on the road, on our mobiles, we will all still remain wired into this much larger, global network of information and people. In the future, Mobile will transcend the device: Today, the limits of technology define the mobile computing experience, forcing us to adapt to the capabilities of the device or gadget we happen to have at hand. Tomorrow, technology will have the power, flexibility, and intelligence to adapt to you—location and context will determine the most natural interface for the environment you are in. Arrive at your hotel and your devices will automatically connect to your room’s display wall and audio system. As you attend meetings and walk around the city, technology will capture what is going on around you so you can recall what you saw, heard, and said. Mobile is particularly important in Asia where internet access is driven primarily on mobiles in the developing countries.
Mobile is particularly important in Asia where internet access is driven primarily on mobiles in the developing countries.Because of the relatively low-level of penetration of existing technology that exists in Asia-Pacific, the uptake of mobile will be more accelerated than in developed countries where Telcos (and consumers) have billions of $$ invested in fixed-line investments.
The final trend we will see relates to the value and nature of brands and, especially, how increasingly affluent Asian consumers will choose to spend their disposable income. Traditionally, Asia has produced relatively few global brands. Will the newly middle-class Asian choose to buy locally or will they select Western brands (as has happened in newly-rich Russia, for example)
Many of you will be familiar with the Smiling Curve concept.Originally proposed by Sam Shih, the founder and chairman of Taiwanese PC giant Acer, it describes the value-added potential offered at various stages of the consumer-electronics industry value chain. The highest value-add, and therefore, gross profits are offered at the edges of the curve, not in the middle. Companies need to either focus on innovation/patent technology (see Google’s recent acquisition of Motorola’s mobile business) or focus on building a direct relationship with consumers by developing brands.It will be interesting to see how Asian technology manufacturers seek to capture the growing Asian consumer dollar over the next decade. Many will need to navigate the tricky path from low-cost assembler of technologyOne Asian company that has successfully done this is Samsung. 20 years ago, Samsung – along with Korean companies generally - had a poor image and reputation in developed markets. They have improved their quality, innovation and design and made significant investments to create a brand that has enabled them to differentiate themselves in an increasingly crowded market.
So those are the four disruptive forces that we see taking place today..
Now lets look at how Microsoft’s marketing has evolved – and will continue to evolve – to better reflect some of the trends we have just discussed.
For us, this has been an evolution.Our journey and evolution as a digital and interactivemarketing practioner has been interesting and sometimes challenging.We start with one significantadvantage. That is 94% of all PCs come pre-installed with our software and that the majority of those PCs are purchased in order to connect with the Internet. That is a major advantage over an primarily “offline” brand like Starbucks, BMW or Burger King, for example.So we should be leaders in this area. But 4years ago we were not. We did not have a strong strategy, infrastructure, tools,expertise or capability in this area.You can debate where we were on this evolutionary map, but we were certainly not at the vertically-orientated homo sapien end of the chart at that time
One of the key drivers of a shift in our thinking was changes in the consumer’s consumption of media.This started 4 years ago and here are the latest figures. The consumer is spending less and less time being exposed to the traditional media of print, TV and radio and more and more time on the Internet in its various forms (SEO< SEM, Social, Digital, Email). Is this is the average consumer, you can imagine what the numbers look like for a Microsoft customer or prospect – they are even more focused on Internet usage.
You might think that this is limited to just the developed markets, but when you look at the key markets (and metropolitan areas) of Asia, the same trend appears: consumers are spending less and less time on traditional media and more and more time on the Internet.
Part of making any cultural change is setting clear goals that provide a sock to the system and change perceptions and behaviours.This statement by Microsoft CEO Steve Ballmer at an important industry eventwas an important one and, I am pleased to report,is a target we have met and exceeded.
Nowadays, when thinking about planning and executing a digital marketing campaign, we think in terms of 3 digitalnetworks:OWNED AND OPERATED MEDIA: This is the media we own. It might be as simple a newsletter list, a website, a blog or (in the case of Microsoft) can be a fully-fledged media network in its own right. PAID MEDIA. This is buying digital media space we buy on other organizations networks.EARNED MEDIA: This is media that is not paid for, but you “earn”. Wedo this by creating content of value e.g. a blog post, viral video etc that other choose to pass onto their social media community. Note the symbiotic relationship between the different types of media. The overall strategy is clearly to drive the paid and earned media audiences over to your owned and operated platforms.
Based on the changing dynamics, we have shifted the way we market or sell to our target audience. We recognize the need to listen, understand, cultivate, engage, share, integrate and ultimately drive advocacy among our audience.This is our relationship engine that we have used as a framework to drive our campaigns.
Finally, we needed to create a culture internally that encouraged employees to be active participants in the social-media revolution that was taking place.That means providing them with the necessary tools, systems, processes, education, training, policies and encouragement to play a role.An independent research company called NetProspex recently identified the top 50 companies in the world with the most socially-engaged employs, based on the volume and frequency of social interactions with the communities they serve. I am pleased to say that Microsoft came top of that study, achieving a score that was 50% higher than our nearest competitor.
Now let’s take some of those principles and demonstrate how we have applied them within a particular campaign, in this case the launch of Windows 7 in Asia-Pacific.
Windows 7 is the latest version of our market-leading operating system.
In launching Windows 7, we set 3 simple, but ambitious goals for the product.
We had a four-stage strategy in launching this new version. The key was, throughout each of these stages, we placed the user at the centre of our thinking. And the power of the Internet and, especially, digital and social media enabled us to do this.
The first thing that we wanted to do was to “find our voice”.Although, Windows is chosen by users 94 out of 100 times when selecting a personal computer, because we were the de facto standard our users were not always as vocal as Apple’s. We wanted to capture that.
Ironically, this notorious advertising campaign by Apple provided us with the inspiration for us finding our voice.
So this is the campaign we created.It was called “I’m a PC”, it featured real customers and illustrated the rich diversity of people, situations, scenarios, solutions and usages of a Windows-based PC user.Here is the TV execution…
We also asked the 1bn users to post their videos of how they were using Windows in their lives. Thousands of Windows users across the world did so. This was our first large-scale adventure into user-generated content.At last, we had found our “voice”
The second stage of the campaign was creating an emotional connection with the brand.Again, by focusing on the user, we knew from research that a typical Apple user was far more emotionally connected to the Apple brand. Part of this was the fact that they were in a minority of only 6% of all computer users. And there is a stronger emotional bond amongst the minority than being in the 94%, more obvious and generic choice.To create an emotional connection, we again used real consumers in real scenarios, But now added an extra element that most people can connect with and have empathy for – children.
The third component of the campaign was to reach out to the various communities prior to the actual launch and lever their passion and creativity to support our efforts.
Ourcommitment to placing the user at the centre of what we do, started before we even shipped the product. By far our largest community was the beta-testers who previewed the product and made a vital contribution to the finished version’s quality.Windows 7 is the most thoroughly-tested operating system in the history of computing withover 8 million downloading the free beta to try it. The largest every beta we had done before was 1 million.It is the power of the Internet and the increasing availability of always on, all-you-eat broadband that enabled us to do this.
In every subsidiary, we identified the most influential bloggers amongst IT users and reached out to educate them on the new product 6 months before it became available to the general public. We also encouraged them to create and post content about the new version and share it with their followers. On an ongoing basis, we established and developed a relationship with this influential group of core bloggers.
As you can appreciate, given the footprint of Windows in the market, the amount of blogging and online commentary activity being made at launch time is huge. One challenge we have is how to monitor, capture, aggregate and make sense of what is being said.One internal tool we have developed is Microsoft “Looking Glass” that captures commentary, taxonomizes and aggregates it and then enables us to respond to it, either individually or in a broader way.
We use Looking Glass to aggregate the issues and then to create content and publish them via our own “owned and operated” media.This is then picked up by our earned media, such as Facebook and Twitter followers and picked up by the social-media “echo chamber”This is something that any company can do and all companies must do moving forward i.e. listen, identify the issues, create their own content to address them and publish via their own media. The community will then ensure that content is retweeeted, favourited etc.
Finally, it was time to launch the new product…
The concept behind the launch campaign was that 1bn users helped us to design Windows 7. Again, this is all about placing the user at the centre of our marketing strategy.
Here is the TV campaign which ran in 22 countries across the globe, including localized versions here in Asia.
And here is what it looked like in posters, print ads and other TV executions.
Finally, one of the outcomes of Looking Glass implementation was that we were able to dedicate an entire site on Microsoft.com solely to what users were saying – NOT us – about the product.This is a perfect example of what I described at the beginning of this presentations i.e. the community is stronger than the brand.So what we chose to do was simply aggregate and host the 2.9m comments about Windows 7 across the key social media sites like Facebook, Twitter etc – and showcase that content.So much more powerful and credible than us simply saying “Windows 7 is great”
If you click into any user comment, you can go right to the actual tweet of Facebook comment.
This proved so popular, we took it beyond Microsoft.com and onto other social media and traditional media sites.Again, a good example of integrating paid, owned and operated and earned media.
Now, let’s go back and see if we were successful in our original goals.Here’s a reminder of what they were.Now, clearly we invest a lot tracking each of these in some detail and I am not in a position to share with this audience commercially sensitive information. But I can share with you key trends that are already well-documented and in the public domain.
From a customer satisfaction perspective, Windows 7 has been a tremendous success, enjoying the highest levels of customer satisfaction of any operating system we have shipped.Independent research shows 93% of users of Windows 7 are satisfied or very satisfied with the product. Intel, one of the early adopters of Windows 7, reported that of those employees using Windows 7 today 97% would recommend it to their fellow workers.The reason for these unprecedented satisfaction levels? The 8m beta-testers prior to launching the product made a highly-significant contribution.
In addition, AdWeek produces an annual survey of the most talked about brands online.In 2009, Microsoft was the most talked about brand online and the level of positive commentary was significantly higher than Apple.The survey specifically called out the launch of Windows 7 as a major contributory factor to Microsoft achieving this status.
Finally, lets look at customer adoption of Windows 7.It’s actually quite easy to monitor this as every time you visit a website, for example, it can record which OS you are using, so the data is very publicly and broadly available.In summary, Windows 7 is the fastest-selling operating system in computing history and is currently being adopted at twice the speed of its predecessor.
Overall, we are delighted with the launch of Windows 7, which has exceeded all our expectations.
In closing, let’s look at what is really happening to marketing today.25 years ago, marketing was very simple.Companies developed and manufactured a product and customers paid us for that product.To drive demand for the product, there were two forma of marketing – “advertising” (in its broadest sense, so including events, shows collateral etc) and PR (earned media in its broadest sense).The press had to maintain a good working relationship with the brand company because they relied upon them as the major source of their information. That is how the PR industry, and PR agencies, started.
The Connected-ConsumerCustomers can now share and access opinions – about your company, products, brands competitors, easily, instantly and globally.They don’t need the brand to “inform” them anymore. Brand are on the outside, looking into the conversation they once dominated.
So, if we return to our original diagram again, we can see a number of fundamental challenges to the traditional marketing model.Customers are now connected and organised and they are able to share their opinions with one another on a massive, global scale via blogs, social networks and ratings sites.This means that customers are becoming increasingly less susceptible to “advertising” (in its broadest sense) and value the opinion of strangers more than informative power of the brand.In addition, any journalist can access 1,000 different opinions/perspectives about your product or service simply by using a search engine that has indexed the sites were these opinions are posted.Net-net, from a marketers perspective there has been a fundamental shift in the balance of power and influence from brands to the power of the “community”And, my recommendation is to be successful moving forward marketers need to invest more of their , energy and dollars at the bottom of this slide than at the top.
1950-70’s – era of transaction marketing similar to the original diagram I showed you.1980-2000’s – era of “relationship marketing”. Customers were identified as individuals, profiled, targeted individually via direct mail, responses recorded and segmentation, target and messaging defined as a result.21st century – customers are connected to each other. They want to be part of the marketing process itself from design, targeting, distribution etc. Smart companies will participate in an active dialogue with them and their communities.
It’s all about listening and responding.Consumers are talking to us via electronic platforms each and every day. Are we listening?