gyro Singapore Head of Strategy Abel Sim and Samsung Asia Director of Content Services Maya Hari presented "Igniting Brand Engagement Through Mobile Content" at ad:tech asean 2015.

1. Igniting Brand Engagement Through Mobile Content
Maya Hari, Director Content, Services - Samsung Asia
Abel Sim, Head of Strategy - GYRO

2. MOBILE CONTENT
Great Content Does Not
Happen Accidentally gyro:Samsung

3. MOBILE.
SHIFT NOW.

4. CONTENT MARKETING:
A WINNER ON MOBILE
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5. CONTENT MARKETING:
A WINNER ON MOBILE
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6. gyro:Samsung

7. What is our
content approach?
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8. Mobile
Content Marketing
is all about
UNDERSTANDING who
is INVOLVED in the
PURCHASE decision PROCESS
and what information they
NEED to make
an INFORMED DECISION.
We help your prospects
buy from you.
Who, What, When,
Where and Why Role and
Responsibility
Audience segmentation
What is the key
value offering?
What are the triggers
and effective incentives
How can we ensure they
are aware
of what they will gain
What is a conversion
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9. EMOTIONAL + RATIONAL INSIGHTS
ALONG THE JOURNEY
WHERE AND WHEN
Nurture programs tailored to each buyer’s
unique needs with synchronized touch points
WHAT AND HOW
Personas provide
key input into
experience
planning models
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10. KEY CONSIDERATIONS:
MOBILE CONTENT PILLARS
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11. KEY CONSIDERATIONS:
MOBILE CONTENT PILLARS
BAD CONTENT
+
GOOD DESIGN
+
GOOD MARKETING
GOOD CONTENT
+
BAD DESIGN
+
GOOD
MARKETING
BAD CONTENT
+
BAD DESIGN
+
GOOD
MARKETING
No Loyalty No Connection No. Never.
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12. MOBILE CONTENT FORMULA
REVENUE
DESIGN
UX
JOURNEY
INTENT
CONTENT
STICKINESS
ENGAGEMENT
TARGETED
CONTEXTUAL
PERSONALISED
MARKETING
CLICK
SHARE
REDEEM
PLAY
JOURNEY
CHANNEL
DEVICE
APP
MOBILE SITE
SOCIAL
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13. Demographic
Location
Day-part
UsageLaunch/Load
Page Views
Session Length
Category
Content Format
Active Users
Action Taken
Deal/Reward
Like/Share/Comment
The New Girl Skeptical User One Hit Wonder Ready to Convert Mobile Lifer
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14. Where:
Plan for the
context (Table,
Toilet, Travel)
When:
Plan for the
glance
(Call to
action,
Short‘N
Snappy)
Action:
Reason to click
(Value validates the
action/interruption)
Customize:
Feeling Special
(Shareable,
Attention
Grabbing)
Noise:
Learned
Behavior
(Make us
intuitive)
Rewards:
Serendipity (Right
Deal, Right Time,
Right Place)
MOBILE
CONTENT RULES
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15. GALAXY LIFE FEATURES
Engaging and useful editorial content, plus contextual deals and rewards
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17. Overwhelming
choices for consumers!

18. Curation is King
1

19. curation

22. curationFickle Consumer
2

23. curation
Less Loyal
• Fickle minded
• Spoiled for choices
• Willingness to experiment

24. curation
• On mobile
• On demand
• On the move
IMPATIENT

25. curationLock screen is moved
125 times a day

26. curation
• Seek choices
• Seek convenience
• On their terms
Desire Control

27. curation
Listen to consumers
• Share opinions
• Create content
• Dialogue not monologue
Listen to consumers

28. curation

29. curationDiscoverability
3

30. curation
What The Market Offers

31. MINDSHARE = NEW CURRENCY

32. curationLocal Relevancy
4

33. curationLOCALIZATION

34. curation

35. curation
Benefits to consumers
Meet their needs Feels engaged Sense of ownership

36. • Focus on relevance
• Personalized approach
• Gets better with repeated
usage
recommendation

37. curation

38. curation

39. curation

40. curation
6
Mobile + Engagement =
SUCCESS

41. curation
Loyalty

42. A life more rewarding
* For internal use only. Do not distribute.
• Market leader in the TV,
smartphones and tablets space
• Deliver rich content and services
through partnership
• Engage consumers through
data-driven insights
Connecting with our customers

43. * For internal use only. Do not distribute.

44. Mobile + Engagement =
SUCCESS
Thank you!