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This is a repositioning proposition we have created in IE Business School to counteract the effects of their Christmas advertisement in Milan which was branded to be 'sexist'
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The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
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This is a repositioning proposition we have created in IE Business School to counteract the effects of their Christmas advertisement in Milan which was branded to be 'sexist'
This is an academic project for Sephora. This project examines the cosmetics category and the existing consumer. In-depth interviews, shop-a-longs, and other primary researches were conducted to explore more first-hand consumer insights. Based on all the primary and secondary research, new positioning and brand vision were suggested as a conclusion.
The content includes the following:
1. Introduction
2. Research methodology
3. The consumer and the cosmetics category
4. The context – trends affecting the category
5. The consumer and Sephora
a. Key findings about Sephora
b. Key findings about Sephora's major competitors
c. Perceptual map and new positioning
6. Opportunities/issues for Sephora
7. New brand vision statement and rationale
8. New creative brief
Tasked with performing a consumer social media comparative brand audit to understand how social media marketing was being used in the Luxury Goods market.
The audit's objective was to compare select aspirational Brands and to qualify the level of strategic use, execution and success each may be experiencing.
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A ten page summary of a 200+ page comprehensive report on the luxury jewellery industry, Harry Winston Corporation, and a stratigic plan for the company.
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- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
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If Content is King, Visual Content is QueenAndrea Naddaff
It’s no secret. Content is King in the world of branding. But, this is also a time in which digital brands compete with Twitter, Instagram and Vine for online user engagement. The key to competing effectively for the hearts and minds of users is Visual Content. Images and video have the power to capture and hold the attention of your audience, generate mindshare, and support and enhance brand messaging.
Kitten videos are not the answer. This highly interactive session discusses the essential elements of winning visual content strategies and provides examples of strategies that have engaged users, developed new customers, and advanced brands.
Organizations that leverage visual content in their digital branding realize big returns including more readers, more leads, and an increase in customers. This makes tremendous sense when you consider user engagement results in conversions. Case in point: Viewers spend 100% more time on pages with videos on them, and are 85% more likely to purchase a product after watching a product video.
It’s no secret. Content is King in the world of branding. But, this is also a time in which digital brands compete with Twitter, Instagram and Vine for online user engagement. The key to competing effectively for the hearts and minds of users is Visual Content. Images and video have the power to capture and hold the attention of your audience, generate mindshare, and support and enhance brand messaging.
Kitten videos are not the answer. This highly interactive session discusses the essential elements of winning visual content strategies and provides examples of strategies that have engaged users, developed new customers, and advanced brands.
Organizations that leverage visual content in their digital branding realize big returns including more readers, more leads, and an increase in customers. This makes tremendous sense when you consider user engagement results in conversions. Case in point: Viewers spend 100% more time on pages with videos on them, and are 85% more likely to purchase a product after watching a product video.
HR and Marketing functions aren't normally integrated.
And both functions can feel like 'fluff' to technical people, however, it's not just fluff - it's culture and it about branding. This presentation seeks to prove that what's good for HR is good for Marketing, and vice versa.
Culture and Employee or Employment Branding is becoming increasingly popular considerations as labor markets tighten.
Further, consumers increasingly seek to do business with companies who are good corporate citizens. Fortunately, by implementing culture improvement initiatives, employees will drive their companies to become better corporate citizens. Thus creating better work environments, better products, and happier customers, which in turn, grows the business.
Fluff is serious business.
Cooperative Network Services (CNS) works daily to foster a creative, fun culture - it's not a one-and-done operation though - it needs to be reinforced each day.
HR and Marketing functions aren't normally integrated.
And both functions can feel like 'fluff' to technical people, however, it's not just fluff - it's culture and it about branding. This presentation seeks to prove that what's good for HR is good for Marketing, and vice versa.
Culture and Employee or Employment Branding is becoming increasingly popular considerations as labor markets tighten.
Further, consumers increasingly seek to do business with companies who are good corporate citizens. Fortunately, by implementing culture improvement initiatives, employees will drive their companies to become better corporate citizens. Thus creating better work environments, better products, and happier customers, which in turn, grows the business.
Fluff is serious business.
Cooperative Network Services (CNS) works daily to foster a creative, fun culture - it's not a one-and-done operation though - it needs to be reinforced each day.
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Book Formatting: Quality Control Checks for DesignersConfidence Ago
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It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
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Hello everyone! I am thrilled to present my latest portfolio on LinkedIn, marking the culmination of my architectural journey thus far. Over the span of five years, I've been fortunate to acquire a wealth of knowledge under the guidance of esteemed professors and industry mentors. From rigorous academic pursuits to practical engagements, each experience has contributed to my growth and refinement as an architecture student. This portfolio not only showcases my projects but also underscores my attention to detail and to innovative architecture as a profession.
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7. FOOTPRINT
Current Office
New Office (2013)
Supporting regionally for existing clients
UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
SG – (HQ)
PH
MY
TH
CN
ID
TW
NZ
VT
HK
JP
KR
11. INSIGHT
Online is the number 1 place where
business decision makers get their
information. Yet the financial industry
has been slow to move marketing
budget into digital
CHALLENGE
Grant Thornton are relatively small
compared to the big 4 and are easily
outspent. Our main obstacle was to
outshine the big spenders with limited
resources.
RESULTSSOLUTION
• Identify what business content is
most searched for and most relevant
to our target audience.
• Develop and seed that type of
content in digital environments for
business decision makers to find.
• Take advantage of the of the brand
association from the content and
drive prospects to the Grant
Thornton site through a fine tuned
SEO strategy
BRIEF
With limited budget, Grant Thornton,
a global accountancy firm, wanted to
increase their visibility and drive traffic
to their site for pospective clients and
talented recruits alike.
One of the core requirements was to
showcase Grant Thornton content.
We were asked to undertake Market
Research, Content Seeding, creative
production, Digital Consultancy and
SEO in 7 markets: SG, MY, CN, NZ,
TW, VT, IN.
Infographics in GT SEO Handbook
GT markets in the region
GRANT THORNTON – REGIONAL CONTENT & SEARCH
UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
14. MALAYSIAN AIRLINES– GLOBAL ECOMMERCE AND PRODUCTION
UPFRONT CREDENTIALS | PANDORA | 29th MAY 2013
UPFRONT manage:
1. $5 million worth of daily booking
across 19 markets
2. Hundreds of banners a month
for routes and offers
3. Hundreds of website updates
16. 1. Pandora’s key focus areas are to increase brand awareness, drive
customer acquisition, create brand desirability and increase customer
engagement on social channels in the Asian markets
2. The market segments are:
- Tier 1: China, Japan, South Korea and Hong Kong
- Tier 2: Taiwan, Singapore, Malaysia
3. The following need to be considered for the Asian market:
- Brand positioning
- Platform adaptation
- Campaign and content adaptation
- E-commerce
- Social integration
- Fan generation
- Mobile integration
- Target and KPI definition
THE BRIEF
THE BRIEF | PANDORA | 29th MAY 2013
18. PRIMARY TARGET AUDIENCE: WOMEN
TARGET AUDIENCE | PANDORA | 29th MAY 2013
• Age: 25-49 years old (focus: age 30-35)
• Mid-lower to mid-upper income level
• Working or at home with children
• Married or in a relationship
• Gift buyers and self purchase
• Medium fashion interest, looks for timeless design, genuine materials
• Researches purchases, planned shopping behavior
• Average shopping Expense
• Makes a special effort to find the right gift to bring joy
19. SECONDARY TARGET AUDIENCE: MALE GIFT BUYERS
TARGET AUDIENCE | PANDORA | 29th MAY 2013
• High income segment
• Age: 25-49 years old
• Married or in a relationship
• High Average Shopping Expense
• Considers design/brand, price and recommendation from friends/sales personnel when shopping
• Search purchases prior purchase, planned shopping behavior
• Men give gifts to please and get recognition
21. GLOBAL INTERNET POPULATION
46.60 %
47.50 %
48.70 %
50 .40 %
44 % 45% 46% 47% 48% 49% 50 % 51%
Asia Pacific
Europe
Latin America
North Am erica
Regional Internet Population (15+)
Source: comScore Media Metrix, 2011
Tier 2
4,177,134
1,073,162
4,031,900
1,211,623
8,700,318
20,271,054
114,056,000
4,507,136
1,014,701
4,733,100
1,127,417
11,867,809
25,281,877
171,084,000
Malaysia
Singapore
Taiwan
Hong Kong
South Korea
Japan
China
Internet Population of Women and Men 25-44 Age
Men Women
Tier 1
LANDSCAPE | PANDORA | 29th MAY 2013
22. WOMEN AND MALE 25-45 INTERNET USAGE
Source: BCG Research, Business Insider, Nielsen
Tier 1 Tier 2
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
China Japan South Korea Hong Kong Taiwan Singapore Malaysia
Search
Social Networking
Email
News
Instant messaging
WomenMen
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
China Japan South Korea Hong Kong Taiwan Singapore Malaysia
Search
Social Networking
Email
News
Instant messaging
LANDSCAPE | PANDORA | 29th MAY 2013
24. SEGMENTATION OF FEMALE CONSUMERS
Source: Forrester, Social Technographic Profile Tool, 2010
ACTIVE
Creators
(make the social content consumed by
others)
Critics
(respond to content from others)
Collectors
(organize content for themselves or
others)
PASSIVE
Spectators
(monitor consumer social content)
Joiners
(connect in social networks)
LANDSCAPE | PANDORA | 29th MAY 2013
Forrester Research Segmentation Model
•Active “Influencers” - Publishing blogs, uploading videos, creating and commenting on content,
contributing to forums.
•Passive “Followers” – Reading blogs and forums, watching videos from other users, visiting different
social networking communities
28. BRAND MATRIX
LANDSCAPE | PANDORA | 29th MAY 2013
• The brand matrix was prepared based on 2 variables:
brand perception and price point. To define the brand
perception, we prepared a survey, which was distributed
in the APAC region. A sample of 100 women ranked a list
of brands. The collected data was sufficient enough to
estimate brand perception index for each brand and
distribute them accordingly along the “everyday wear-
special occasions” axis.
• In order to estimate the price point, we focused on the
charms’ prices for each brand. Afterwards, we were able
to distribute them along the “luxury-mass” axis.
30. PANDORA’S SOCIAL PRESENCE
LANDSCAPE | PANDORA | 29th MAY 2013
• In order to observe the social presence of the competitor’s brands, we used a social monitoring tool (ThoughtBuzz),
which captures the brands’ mentions for a 4 months period. We specified a list of keywords which were expected to be
mentioned together with the brand. The keywords included ‘charms’, ‘bracelets’, ‘jewellery’ in English and in the local
language.
32. Bran
d
CULTURAL INSIGHTS
LANDSCAPE | PANDORA | 29th MAY 2013
1. In Chinese culture it is a “privilege” to be the one gifting rather than
receiving, because it means that you are blessed with wisdom.
2. In Japan, they follow the rule of sanbei gaeshi (return three time over).
So after receiving a gift from the women on February 14, the men have to
return a gift that is double the size and cost of the one received on White
Day (March 14). Expensive confectionery leaves a good impression. Lingerie
and jewelry get bonus points.
3. Korea too celebrates a similar tradition to Japan, although it is not as
stringently followed.
33. Bran
d
PRODUCT INSIGHTS
1. It takes time (about 30 minutes) to put together a Pandora Bracelet.
2. It takes effort to match the charms to a loved one’s unique
qualities in order to build a bracelet.
3. The experience of making the time, making the effort and putting together a
personalised bracelet gets under your skin.
4. As an additional storytelling device, we have explored the insight that
couples in love leave little sweet nothings on post it notes for their partners
to discover as a pleasant surprise.
LANDSCAPE | PANDORA | 29th MAY 2013
35. STRATEGIC PLANNING | PANDORA | 29th MAY 2013
Brand
PANDORA
Brand Essence
My Story. My Design.
STRATEGIC PLANNING
My style. My sign. My story. My Design.
(30 minutes to put a bracelet together)
Brand Experience
36. INSIGHTS
• People are more likely to buy a Pandora bracelet
as a gift for their loved ones
• It takes time, effort and intimate knowledge of a
loved one in order to create a unique bracelet
• Basically, you really need to care to create your
own story and your own design for someone
Bran
d
TARGET AUDIENCE
• Women (20-39), focus 30-35
• Men (Gift Buyers)
• Women (Gift Buyers)
STRATEGIC PLANNING
STRATEGIC PLANNING | PANDORA | 29th MAY 2013
37. DIFFERENCE
• Tiffany owns love
• Swarovski owns occasions
• Chow Tai Fook owns weddings
• Pandora owns uniqueness (through My Story.
My Design)
Bran
d
COMPETITION
Tiffany, Swarovski, Links of
London, Thomas Sabo,
Trollbeads, Chow Tai Fook
STRATEGIC PLANNING
STRATEGIC PLANNING | PANDORA | 29th MAY 2013
38. Bran
d
Brand
PANDORA
IDE
A
Brand Essence
My Story. My Design.
Br
an
d
TARGET AUDIENCE
• Women (20-39), focus 30-35
• Men, Women (Gift Buyers)
COMPETITION
Tiffany, Swarovski, Links of
London, Thomas Sabo,
Trollbeads, Chow Tai Fook
INSIGHT
• People buy a Pandora bracelet as a gift
• It takes time, effort and knowledge of the other person
for the bracelet to be put together
• Basically, you really need to care to create your own
story and your own design for someone
STRATEGIC PLANNING
IDEA
Bring to life how personal stories
shape bracelet design.
DIFFERENCE
• Tiffany owns love
• Swarovski owns occasions
• Chow Tai Fook owns weddings
• Pandora owns uniqueness (through My Story. My
Design)
STRATEGIC PLANNING | PANDORA | 29th MAY 2013
39. Communication
Strategy
WHAT
My Story. My Design.
HOW
PUSH PULL
Content
CO-CREATIONCONVERSATION
COMMUNICATION STRATEGY
Love it. Lost it.
STRATEGIC PLANNING | PANDORA | 29th MAY 2013
81. PANDORA 2013 COMMUNICATIONS FRAMEWORK
COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
BIG IDEA COMMUNICATIONS
AWARENESS
ENGAGEMENT
E-COMMERCE
WEBSITE
Mobile
Social
HK CN JP KO TW SG MY
T1 T2
PREMIUM
DISPLAY MEDIA
SEO / SEM
NETWORK
DISPLAY MEDIA
EDM
FACEBOOK ADS
BLOGS
CREATIVE OBJECTIVES TOUCHPOINTS
denotes premium buys for special seasons
82. DAY IN A LIFE
6:00 am – 9:00 am
(Morning Drive Time)
9:00 am – 12:00 pm
2.00 pm – 5:30pm
12:00 pm – 2:00 pm
(Lunch hour)
8:00 pm onwards
5:30 pm – 8:00 pm
(Evening Drive time)
COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
Mobile Social Online Chat Surfing the net
83. TARGET GROUPS TOUCHPOINTS
COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
WOMEN, 25-49,
mid-upper income segment
MEN, 25-49,
upper income segment
Display Banners on
Fashion Sites
Facebook Ads
EDM
Blogger Engagement
SEM
Display Banners on
News Sites
Facebook Ads
EDM
SEM
86. OVERVIEW OF MEDIA ACTIVATIONS
COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
TARGET
AUDIENCE
LAUNCH E-COMMERCE
DISPLAY NETWORK
TOP FASHION SITES
DISPLAY NETWORK
TOP NEWS SITES
90. FACEBOOK AD
COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
JR Ramirez, Anjo Miranda and Peter Manus
used Love it , Lost it
Love it, Lost it
JR Ramirez, Anjo Miranda And
Peter Manus used Love it, Lost it.
91. BLOGGER ENGAGEMENT
Tier 1 Tier 2
COMMUNICATION STRATEGY AND IMPLEMENTATION | PANDORA | 29th MAY 2013
China Japan Korea Hong Kong Taiwan Singapore Malaysia
tiffanywang.net
candykawaiilover.bl
ogspot.com
parkandcube.com superwowomg.com wretch.cc/blog/joanneme crystalphuong.net ami.sptnkswthrt.com
meijias.blogbus.com
bittenbefore.com/tok
yolife/
thisisafashionblog.c
om
elleiconlee.com wretch.cc/blog/FioFangFang .hollyjean.sg plusizekitten.com
aeccrnticgirl.blog.163.com
mari-to-
nori.blogspot.jp
blog.naver.com/jjco
mmaj
popbee.com
deankoontz1109.pixnet.net/bl
og
ilovebunny.net rebeccasaw.com
Space.yoka.com/blog/787
523
tokyofashiondiaries.
com
blog.naver.com/rjhg
reat
mandsandthensome.blogs
pot.hk
Wretch.cc/blog/benshee Thydowager.com Cheeserland.com
Blog.sina.com.cn/appler9
69
veryweb.jp/diary
blog.naver.com/bye
youandme
Aladygirl.blogspot.com
Myfatpocket.com/fashion/2.ht
ml
Belluspuera.blogspot.com Chuckei.com
TIER 1 TIER 2
• Engage stylish and fashion-oriented
bloggers who are opinion leaders in
their markets
• Let them experience the art of choosing
the right Pandora charms that will show
off their individualities
• Advertorials to be read in their high
reach blogs, which will then be shared
in their social networking pages
101. CAMPAIGN TIMELINE
JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
Brand
Workshop
A/W
Launch
Planning &
Creative At-
Work
Christmas
Campaign
Valentine's
Campaign
Mother’s Day
Campaign
E-Commerce
Launch
Branding &
Awareness
Brand
Response
Brand
Response
JUN JUL
E-Commerce E-Commerce
ROLL OUT PLAN| PANDORA | 29th MAY 2013
102. SELECTED SEASONS
AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
A/W Collection Christmas Valentine’s Day
KR
JP
TW
White Day
KR
JP
CN
HK
MY
SG
TW
KR
JP
CN
HK
MY
SG
TW
KR
JP
CN
HK
MY
SG
TW
Mother’s Day
KR
JP
CN
HK
MY
SG
TW
ROLL OUT PLAN| PANDORA | 29th MAY 2013
105. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
China Japan Korea Hong Kong Taiwan Singapore Malaysia
Budget
Allocation
35% 25% 15% 5% 7.5% 5% 7.5%
Online Banners 30% 39% 39% 25% 20% 35% 20%
EDM 10% 12% 12% 10% 13% 10% 13%
Facebook Ads 15% 15% 15% 25% 24% 30% 24%
Blogger
Engagement
10% 12% 12% 10% 13% 10% 13%
SEM 35% 22% 22% 30% 30% 15% 30%
Tier 1 (80%) Tier 2 (20%)
EXPECTED RESULTS | PANDORA | 29th MAY 2013
Rational:
•Allocated bulk of the budget to tier 1 due to its bigger online market size and volume.
•Heavily distributed in Search because the target audience are search-savvy.
•Search will be used for performance & E-commerce as it allows for higher conversion and is highly targeted
•Allocated minimal percentage for Search in Singapore because of the lack of available relevant searches.
•Strategic use of online banners by first creating impact on premium sites then sustaining on relevant verticals in ad networks.
•EDM, Social Network Ads and Bloggers will be utilized to develop awareness during the start of each season.
•Budget allocation will be divided between the primary and secondary target groups using 80% and 20% respectively.
BUDGET ALLOCATION: T1 &T2 (EUR300,000 / EUR700,000)
106. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecChina Japan Korea Hong Kong Taiwan Singapore Malaysia
Budget Allocation 35% 25% 15% 5% 7.5% 5% 7.5%
Online Banners 30% 39% 39% 25% 20% 35% 20%
EDM 10% 12% 12% 10% 13% 10% 13%
Social
Advertising
24% 15% 15% 25% 24% 30% 24%
Blogger
Engagement
18% 12% 14% 14% 18% 13% 18%
SEM 18% 22% 20% 26% 25% 12% 25%
Tier 1 (80%) Tier 2 (20%)
EXPECTED RESULTS | PANDORA | 29th MAY 2013
Rational:
• Allocated bulk of the budget (80%) to tier 1 due to its bigger online market size and volume.
• Reallocated some of the Search budget to Social considering the following:
• amount of current searches in each of the markets for a year
• the ideal plan includes other search engines such as Yahoo, MSN, Naver and Baidu on top of Google
• the ideal plan includes other social pages such as Twitter, Youtube & Pinterest on top of Facebook (Weibo for China)
• Search will be used for performance & E-commerce as it allows for higher conversion and is highly targeted
• Allocated minimal percentage for Search in Singapore because of the lack of available relevant searches.
• Strategic use of online banners by first creating impact on premium sites then sustaining on relevant verticals in ad networks.
• Tier 1 markets will sustain with expandable ad banners first followed by standard flash banners
• EDM & bloggers will be utilized to create personal approach during the launch and to maintain relationships with the target audience via regular
communication especially during the peak seasons.
BUDGET ALLOCATION: T1 &T2 (EUR1,500,000)
107. BUDGET BY MEDIA T1 &T2
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
China Japan Korea Hong Kong Taiwan Singapore Malaysia Total
Plan 1: EUR 300,000
Budget
Allocation
105,000 75,000 45,000 15,000 22,500 15,000 22,500 300,000
Online Banners 31,500 29,250 17,550 3,750 4,500 5,250 4,500 96,300
EDM 10,500 9,000 5,400 1,500 2,925 1,500 2,925 33,750
Facebook Ads 15,750 11,250 6,750 3,750 5,400 4,500 5,400 52,800
Blogger
Engagement
10,500 9,000 5,400 1,500 2,925 1,500 2,925 33,750
SEM 36,750 16,500 9,900 4,500 6,750 2,250 6,750 83,400
Plan 2: EUR 700,000
Budget
Allocation
245,000 175,000 105,000 35,000 52,500 35,000 52,500 700,000
Online Banners 73,500 68,250 40,950 8,750 10,500 12,250 10,500 224,700
EDM 24,500 21,000 12,600 3,500 6,825 3,500 6,825 78,750
Facebook Ads 36,750 26,250 15,750 8,750 12,600 10,500 12,600 123,200
Blogger
Engagement
24,500 21,000 12,600 3,500 6,825 3,500 6,825 78,750
SEM 85,750 38,500 23,100 10,500 15,750 5,250 15,750 194,600
Tier 1 (80%) Tier 2 (20%)
EXPECTED RESULTS | PANDORA | 29th MAY 2013
108. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
China Japan Korea Hong Kong Taiwan Singapore Malaysia Total
Plan 3: EUR 1,500,000
Budget
Allocation
525,000 375,000 225,000 75,000 112,500 75,000 112,500 1,500,000
Online Banners 157,500 146,250 87,750 18,750 22,500 26,250 22,500 481,500
EDM 52,500 45,000 27,000 7,500 14,625 7,500 14,625 168,750
Social
Advertising
126,000 56,250 33,750 18,750 27,000 22,500 27,000 311,250
Blogger
Engagement
94,500 45,000 31,500 10,500 20,250 9,750 20,250 231,750
SEM 94,500 82,500 45,000 19,500 28,125 9,000 28,125 306,750
Tier 1 (80%) Tier 2 (20%)
EXPECTED RESULTS | PANDORA | 29th MAY 2013
BUDGET BY MEDIA T1 &T2
123. CENTRAL & LOCAL PROCESS
REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013
Market coordination
from Singapore
Markets report back to SG
(Best practice / adserving /
creative / queries)
SG to formulate a central
approach
that is consistent across Asia
Key learnings gathered and
distributed across local offices /
agency partners
124. PLANNING
1 SETTING GOALS & KPI’s
• Objectives and marketing strategy (Regional
& Local)
• Budget and timing parameters (Regional &
Local)
• Hard & soft targets (Regional & Local)
2 PLANNING & CREATIVE
• Market, Target & Category observations
• Consumer insight
• Connection points
• Scalable strategic framework
• Scalable and modularized creative toolbox
4 QUALITY ASSURANCE
• Central review of local creative and
technology initiatives
• Review of digital media plans and rates
5 OPTIMISATION
• Local campaign optimisation
• Insight delivery to centre
• Central data & insights organisation
• Central best practice sharing
6 TRAINING
• Innovation Process training
• Localization training
• Technology training
• Digital present & futures training
3 GUIDELINES
• Brand guidelines
• Communications guidelines
• Creative Guidelines
• Creative assets
• Media guidelines and & central deal structures
IMPLEMENTATION REPORTING & TRAINING
INVESTMENT RETURN
EFFECTIVE LOCALISATION PROCESS
REGIONAL MANAGEMENT | PANDORA | 29th MAY 2013
131. CONTENT OPTIMISATION PLAN
SOCIAL
CONTENT
OPTIMISATION
VIDEO
LINKS
IMAGES
STATUS
DOCUMENTS
CONTENT
CATEGORY
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
EVALUATE C.O.P.
Content Optimisation Plan
MONITOR
OPP.#1 New Video
Needed
OPP.#2 Modify
Existing Video
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
OPP.#1 New Link
Needed
OPP.#2 Modify
Existing Link
OPP.#1 New Image
Needed
OPP.#2 Modify
Existing Image
OPP.#1 Engage with a
specific message
OPP.#2 Modify
Delivery Type
OPP.#1 New
Document Needed
OPP.#2 Modify
Existing Document
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
SOCIAL MANAGEMENT | PANDORA| 29th MAY 2013
132. CRISIS MANAGEMENT
NEGATIVE POST (about company or product)
TROLLS
Inflammatory /
extraneous / off-topic /
ridicule / degrading
NO
YES
MONITOR
Avoid responding to these
posts, Just monitor for
relevant information &
comments.
Inform SM & PR Managers
CORRECTION
Fix the facts and respond
with factual information.
Rule of 3: Never send a
3rd reply, take it offline.
RESTORATION
Acknowledge the problem
& offer offline discussion
and available contact
information.
RAGER
Rant / rage / harmful
joke / satirical
ERRONEOUS
Wrong / misguided
facts
NO
UNHAPPY
USER
Resulting from a
negative experience
NO
YES YES
RESPONSE CONSIDERATIONS
INFLUENCE
Reinforce position through
referencing posts from key
influencers.
TONE
Keep it personal,
conversational and make
positive statements.
TIMELINESS
Take time to create good
responses within 48 hours.
SOURCING
Cite your sources by
including links, images,
videos or other references
SOCIAL MANAGEMENT | PANDORA| 29th MAY 2013
134. Robust market
management
• Consistent approach: developed a reporting template across all
markets
• Put in place processes and procedures to ensure accuracy
• Robust reporting: Across markets / across campaigns each week /
month
• Built skills to accelerate growth in core business and new markets
Deep analytics to drive
step change
• Implemented Econometrics style measurement
• Bespoke analytical projects: The time to convert online / The value of
Search assists
• Longer term trends and key insights for business heads with monthly
reporting
Best practice sharing
across the network
• Production of processes that allow for streamlining of work flow
• Enhancement of local implementation across strategy, creative, social,
search and display
• Development of local know how through sharing of advanced market
activity
DRIVING GROWTH
STEPS ENSURE CONSISTENCY AND SCALEABILITY
ANALYTICS | PANDORA | 29th MAY 2013
135. CAMPAIGN OPTIMISATION PLAN
CAMPAIGN
OPTIMISATION
SOCIAL
MONITORING
SEARCH
DISPLAY
COMPETITORS’
SOCIAL
MONITORING
COMPETITORS’
CREATIVE
MONITORING
CATEGORY
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
EVALUATE A.O.P.
Assets Optimisation Plan
MONITOR
OPP.#1 New Content
OPP.#2 Modify
Existing Content
Identifying opportunities to enhance
existing rankings based on
competitors’ ranking
Identifying opportunities to reach the
KPIs by optimizing, based on the
performance of ad types, sizes and
verticals
Identifying opportunities to enhance
existing assets based on tone of
voice, engagement rate, response
rate
Identifying opportunities to enhance
existing assets based on tone of voice
and response rate of competitors’
creatives
OPP.#1 Increase/
Decrease BIDS
OPP.#2 Add Keywords
OPP.#1 Increase/
Decrease BIDS
OPP.#2 Apply
Changes in Verticals
OPP.#1 New Content
OPP.#2 Modify
Existing Content
OPP.#1 New Assets
OPP.#2 Modify
Existing Assets
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
Monitor
Feedback-
Track &
Adjust
ANALYTICS | PANDORA| 29th MAY 2013
136. DRIVING EFFICIENCY
REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS
Monthly
Marketing
Analysis
Time to
Convert
Search
Assists
ANALYTICS | PANDORA | 29th MAY 2013
138. + Spend increase of 30%
+ Revenue income increase of 129%
+ Average monthly return from Online activity of $456k
Source: Online activity for key markets – CN/MY/SG/TH/PH/ID
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07
US$dollars
Spend Revenue Linear (Spend) Linear (Revenue)
J u n - 1 0 J u l - 1 0 A u g - 1 0 S e p - 1 0 O c t - 1 0 N o v - 1 0 D e c - 1 0 J a n - 1 1 F e b - 1 1 M a r - 1 1 A p r - 1 1 M a y - 1 1
WIDENING THE JAWS: CENTRAL MANAGEMENT OUTCOME
ANALYTICS | PANDORA | 29th MAY 2013
139. + Improving cost : income ratios
+ A step change in ROI growth
+ A blended rate of 2+ ROI in May 2011
-
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07
ReturnonInvestment
Display ROI Search ROI Linear (Display ROI ) Linear (Search ROI )
Source: Online activity for key markets – CN/MY/SG/TH/PH/ID
J u n - 1 0 J u l - 1 0 A u g - 1 0 S e p - 1 0 O c t - 1 0 N o v - 1 0 D e c - 1 0 J a n - 1 1 F e b - 1 1 M a r - 1 1 A p r - 1 1 M a y - 1 1
THE GROWTH OF ROI: CENRAL MANAGEMENT OUTCOME
ANALYTICS | PANDORA | 29th MAY 2013
142. E-COMMERCE ARCHITECTURE
Voucher
Management
Analytics:
• Adobe Site
Catalyst
• Google Analytics
Email
Enrich, Wirecard, Booking Mngt
Click Stream
Data Tier
Confirmation
Integration
Booking
Database
Web Services, REST, XML
…
Business Tier
TECHNOLOGY | PANDORA | 29th MAY 2013
143. E-COMMERCE ARCHITECTURE
Voucher
Management
Analytics:
• Adobe Site
Catalyst
• Google Analytics
Email
Enrich, Wirecard, Booking Mngt
Click Stream
Data Tier
Confirmation
Integration
Booking
Database
Web Services, REST, XML
…
TECHNOLOGY | PANDORA | 29th MAY 2013
144. APPLICATION ARCHITECTURE
Common Services
Interaction
Email Forums Groups
Communit y & Collabor at ion
Surveys Blog Mail Lists
Web Mobile Tablet
Channels
Metadata
Securit y
Application
CRM
Dat a Services
Sitemap
Present at ion
Indexing Access
App Server Services
State Mgt
BPM
ProcessesBusiness
Rules
Business
Objects
Content Management
Author Publish URL Mgt
Web Cont ent Management
Link Mgt Preview
Queue
Workfl ow Services
Accessib
ility
Role Mgt Locking
Widgets
RIA
Plat form Services
Int egrat ion
Profile
Craw l/Index
Forms Registration
Facets
API
Data
Access
Web
Services
Business Services
Validation
BatchCaching Monitoring
Disaster
Recovery
Load
Balancing
Localisation
Analyt ics
Tagging
Reports
Authenticate
Reporting
Personalis
ation
Visualisation
Encoding DRM Classify
Digit al Asset Management
SegmentRew ards
Account s Search
ServiceProfile
CDN Logging
RolesRules
Application
Logic
Template
Authorise
User Mgt
Connectors
Taxonomy
Transaction
Data
Quality
CoreBusinessSystems
Customers&Partners
TECHNOLOGY | PANDORA | 29th MAY 2013
145. APPLICATION ARCHITECTURE
Common Services
Interaction
Email Forums Groups
Communit y & Collabor at ion
Surveys Blog Mail Lists
Web Mobile Tablet
Channels
Metadata
Securit y
Application
CRM
Dat a Services
Sitemap
Present at ion
Indexing Access
App Server Services
State Mgt
BPM
ProcessesBusiness
Rules
Business
Objects
Content Management
Author Publish URL Mgt
Web Cont ent Management
Link Mgt Preview
Queue
Workfl ow Services
Accessib
ility
Role Mgt Locking
Widgets
RIA
Plat form Services
Int egrat ion
Profile
Craw l/Index
Forms Registration
Facets
API
Data
Access
Web
Services
Business Services
Validation
BatchCaching Monitoring
Disaster
Recovery
Load
Balancing
Localisation
Analyt ics
Tagging
Reports
Authenticate
Reporting
Personalis
ation
Visualisation
Encoding DRM Classify
Digit al Asset Management
SegmentRew ards
Account s Search
ServiceProfile
CDN Logging
RolesRules
Application
Logic
Template
Authorise
User Mgt
Connectors
Taxonomy
Transaction
Data
Quality
CoreBusinessSystems
Customers&Partners
TECHNOLOGY | PANDORA | 29th MAY 2013
146. E-COMMERCE ROADMAP
Analytics:
• Adobe Site
Catalyst
• IBM Geometrics
• Webtrends
• Google Analytics
Click
Stream Data Tier
Integration
Android
Mobile
Touch …
E-Commerce
Web
Service/
REST/
XML
POST
APIs / Native device feature
TECHNOLOGY | PANDORA | 29th MAY 2013
147. E-COMMERCE ROADMAP
Analytics:
• Adobe Site
Catalyst
• IBM Geometrics
• Webtrends
• Google Analytics
Click
Stream Data Tier
Integration
Android
Mobile
Touch …
E-Commerce
Web
Service/
REST/
XML
POST
APIs / Native device feature
TECHNOLOGY | PANDORA | 29th MAY 2013
148. E-COMMERCE ROADMAP
Analytics:
• Adobe Site
Catalyst
• IBM Geometrics
• Webtrends
• Google Analytics
Click
Stream Data Tier
Integration
Android
Mobile
Touch …
E-Commerce
Web
Service/
REST/
XML
POST
APIs / Native device feature
TECHNOLOGY | PANDORA | 29th MAY 2013
149. E-COMMERCE ROADMAP
Analytics:
• Adobe Site
Catalyst
• IBM Geometrics
• Webtrends
• Google Analytics
Click
Stream Data Tier
Integration
Android
Mobile
Touch …
E-Commerce
Web
Service/
REST/
XML
POST
APIs / Native device feature
TECHNOLOGY | PANDORA | 29th MAY 2013
161. BEATRICE TAN
MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013
1
2
3
Blog unique visitors: 34,000
Details: Beatrice Tan, female,
Singaporean
Blog URL: www.beatricetan.com
Facebook URL:
https://www.facebook.com/pages/beatricet
ancom/123717761052081
Blogging Accolades
•Miss Temask Polytechnic
•Channel U Variety 2007
•NUS Bizad Pageant 2008
Recent Advertorials
•Clarins Ambassador
•Loreal Paris Makeup
•G2000 Editorial, STYLE Magazine
•Panasonic Beauty
•Bio essence BB Cream
•Love Bonito Resident Model
162. PEGGY HENG
MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013
1
2
3
Blog unique visitors: 72,000
Details: Peggy Heng, female, Singaporean
Blog URL: www.thy-dowager.blogpost.com
Facebook URL:
https://www.facebook.com/thydowager?fref=ts
Twitter URL: https://twitter.com/thydowager
Blogging Accolades
•Coverage on The New Paper
•Coverage on Yahoo! News
•Miss Bikini Photogenic 2012
•Finals: Best Model Of The World
•Channel News Asia Talk Show
•Rebull Rookies 2012
Recent Advertorials
•Poh Heng Jewelry
•Carlo Rhino
•Bella Box
•Cambridge Satchel
•Disneyland HongKong
•Fabulous Smile
•Redbull
•Santa Grand Hotel
163. CHEESIE CHEESERLAND
MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013
1
2
3
Blog unique visitors: 80,000
Details: Cheesie, female, Malaysian
Blog URL: www.cheeserland.com
Facebook URL:
https://www.facebook.com/cheeserland
Youtube URL:
http://www.youtube.com/cheeserland
Instagram URL:
http://web.stagram.com/n/cheeserland/
Blogging Accolades
•Nuffnang Asia Pacific Awards 2011 Best
Fashion Blog
Recent Advertorials
•FINE Collagen Drink
•The Samsung Hello Kitty Party
•JRunway
•EMODA
•touchME
•Coco Chanel
•Disney Hongkong
164. CLASSIFICATION OF SOCIAL TECHNOLOGY USERS
SOCIAL MEDIA | PANDORA | 29th MAY 2013
Source: Forrester, Social Technographic Profile Tool, 2010
• Publish a blog
• Publish your own Web pages
• Upload video you created
• Write articles or stories and post them
Creators
(make the social content consumed by
others)
• Post ratings/reviews of products or services
• Comment on someone else’s blog
• Contribute to online forum
Critics
(respond to content from others)
• Use RSS feeds
• Vote for Web sites online
• Add “tags” to Web pages or photos
Collectors
(organize content for themselves or
others)
• Maintain profile on a social networking site
• Visit social networking sites
Joiners
(connect in social networks)
• Read blogs
• Listen to podcasts
• Watch video from users
• Read online forums
• Read tweets
Spectators
(monitor consumer social content)
• None of the above
Inactives
(cannot be reached through social
technologies)
165. WOMEN SOCIAL MEDIA USERS BY COUNTRY
COUNTRY FACEBOOK LOCAL SOCIAL MEDIA
China 118,764 28,408,000 (renren)
Japan 4,239,995 5,067,764 (mixi)
South Korea 2,183,201 5,220,191 (cyworld)
Hong Kong 1,081,109 NA
Taiwan 3,261,195 1,840,000 (wretch)
Singapore 762,798 NA
Malaysia 3,213,632 NA
Tier 1
Tier 2
SOCIAL MEDIA | PANDORA | 29th MAY 2013
166. CHINA
Source: Forrester, Social Technographic Profile Tool
18%
78%
34%
35%
47%
48%
0% 20% 40% 60% 80% 100%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
29%
71%
Women 25-45 Renren
Usage
Yes
Not Yet
114,056,000
Women 25-45 Online
• 42.6% of the female internet users in China have college
or university degree and above RMB 1900 (USD 305)
monthly spending power. They are most likely to be found
amongst the professionals (49.4%) and the managers
(36.5%).
• 91.3% women are accessing the Internet at home. Office -
33% and internet cafes- 26.7% are the next most popular
locations.
• 42% of the women, plan to spend more time in the
internet, while 52% attempt to have the same amount of
time. Currently, 68% of the women have several long
sessions online, instead of one long or several short
sessions.
• 60% of the women state that they share information on
social network on a daily basis.
• Even though large number of women rely on the
internet for news (57.4%), 52.3% use the Web to
pursue personal interest.
SOCIAL MEDIA | PANDORA | 29th MAY 2013
167. JAPAN
22%
70%
32%
9%
37%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Source: Forrester, Social Technographic Profile Tool
21%
79%
Women 25-45
Facebook Usage
Yes
Not Yet
25%
75%
Women 25-45 Mixi
Usage
Yes
Not Yet
20,271,054
Women 25-45 Online
• High school education level is prevailing among the female
internet users (48.8%), followed by 20% with college
degree and above.
• Main internet accessing points for Korean women are:
Home (95.2%), Office (41.1%), and “on-the-go” (22.8%).
• 75.4% of the Japanese women access social networks
from mobile phone only. (40% of the blogging is done on
smartphones).
• 20% of the women, plan to spend more time in the
internet, while 62% attempt to have the same
amount of time.
• 24% of the women state that they share
information on social network daily.
SOCIAL MEDIA | PANDORA | 29th MAY 2013
168. SOUTH KOREA
9%
77%
52%
15%
46%
51%
0% 20% 40% 60% 80% 100%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Source: Forrester, Social Technographic Profile Tool
25%
75%
Women 25-45
Facebook Usage
Yes
Not Yet
60%
40%
Women 25-45 Cyworld
Usage
Yes
Not Yet
8,700,318
Women 25-45 Online
• 98% of the female internet users have college and above
education level. The highest proportion of them (28.1%)
spend about 7-14 hours on the Web.
• Main internet accessing points for Korean women are:
Home (97.3%), Work (40.8%), and “on-the-go” (21.6%).
• 27% of the women state that they share information on
social network daily.
• 42% of the women, plan to spend more time in the
internet, while 49% attempt to have the same
amount of time. Currently, 67% of the women have
several long sessions online, instead of one long
or several short sessions.
SOCIAL MEDIA | PANDORA | 29th MAY 2013
169. HONG KONG
8%
64%
58%
62%
33%
45%
0% 10% 20% 30% 40% 50% 60% 70%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Source: Forrester, Social Technographic Profile Tool
89%
11%
Women 25-45
Facebook Usage
Yes
Not Yet
1,211,623
Women 25-45 Online
• 97% of the female internet users have college degree and
above. 41% women have more than HK$ 40,000
household income.
• Main internet accessing points for Korean women are:
Home (92.3%), Work (39.8%), and “on-the-go” (27.2%).
• The major motives for social networking among women in
Hong Kong are to stay in touch with friends (51.2%) and to
keep friends up to date with their life (12.4%).
• 55% of the women, plan to spend more time in
the internet, while 33% attempt to have the
same amount of time. Currently, 68% of the
women have several long sessions online,
instead of one long or several short sessions.
• 43% of the women state that they share
information on social network daily.
SOCIAL MEDIA | PANDORA | 29th MAY 2013
170. TAIWAN
MEDIA SELECTION - PRESS | PANDORA | 29th MAY 2013
12%
38%
56%
62%
53%
37%
0% 10% 20% 30% 40% 50% 60% 70%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Source: Forrester, Social Technographic Profile Tool
81%
19%
Women 25-45
Facebook Usage
Yes
Not Yet
4,031,900
Women 25-45 Online
• 78% of the women with a college degree education or
higher have participated in online communities.
• Main internet accessing points for Korean women are:
Home (90.7%), Work (29.3%), and “on-the-go” (14.4%).
• 41% of the female online users say they tend to trust
recommendations from reviews when making purchasing
decisions. 31% resort to discussion forums, and 14% rely
on bloggers’ comments.
• 43% of the women, plan to spend more time in the
internet, while 49% attempt to have the same amount of
time. Currently, 60% of the women have several long
sessions online, instead of one long or several short
sessions.
• 38% of the women state that they share information on
social network daily.
171. SINGAPORE
7%
74%
61%
33%
42%
48%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Source: Forrester, Social Technographic Profile Tool
71%
29%
Women 25-49
Facebook Usage
Yes
Not Yet
1,073,162
Women 25-49 Online
• 20% of the female internet users have monthly income of
about S$6,000-S$10,000.
• Main internet accessing points for Korean women are:
Home (98.2%), Work (41.5%), and “on-the-go” (30.9%).
• Top 3 activities for female users in 25-44 age group are
blogging (55%), posting photos (54%) and participating in
social networking portals (50%).
• 33% of the women, plan to spend more time in the
internet, while 53% attempt to have the same
amount of time. Currently, 53% of the women
have several long sessions online, instead of one
long or several short sessions.
• The highest amount of time women spent online is
attributed to social networking by 21.8%.
• 28% of the women state that they share
information on social network daily.
SOCIAL MEDIA | PANDORA | 29th MAY 2013
172. MALAYSIA
11%
71%
62%
35%
31%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Inactives
Spectators
Joiners
Collectors
Critics
Creators
Source: Forrester, Social Technographic Profile Tool
77%
23%
Women 25-49
Facebook Usage
Yes
Not Yet
4,177,134
Women 25-49 Online
• 68% of the women online are employed, 45% of which
has school degree followed by 25% with bachelor’s
degree. 43% of the women earn between RM 2000 and
3000 a month.
• Main internet accessing points for Korean women are:
Home (92.7%), Work (29.4%), and “on-the-go” (15.8%).
• 82.6% of the women are using the Internet for
communication purposes, while reading newspaper and
searching information comes after.
• Women spend an average of 20 hours per
week using the Internet. 49% of the them, plan
to spend more time in the internet, while 40%
attempt to have the same amount of time.
• 52% of the women state that they share
information on social network daily.
SOCIAL MEDIA | PANDORA | 29th MAY 2013
173. TOP SEARCH KEYWORDS
PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY
pandora jewellry bracelets earings pendant ring size gold charm jewelry stores
pandora stores bracelet pearl earring pendants ring design charms gold jewelry store
pandora bracelet bracelets charms pearl earrings gold pendants unique rings charm gold jewelry online
pandora charm
bracelet
charms bracelets pearls earrings gold pendant rings for women charms in gold online jewelry
pandora shop charm bracelet pandora dangling earrings silver pendants ring sizes pandora charms online jewelry stores
pandora charm
bracelets
charms for bracelets dangle earrings silver pendant cheap rings pandora charm online jewelry store
pandora ring charms bracelet silver earrings necklaces online engagement ring prices charms for pandora jewelry online store
buy pandora bracelet charm earrings silver necklaces necklaces fashion rings good luck charms
jewelry online
shopping
pandora rings friend bracelets earrings designs necklace sets gold rings silver charm jewelry stores online
online pandora women bracelets earrings for sale gold necklace white gold rings sterling silver charm fashion jewelry
pandora bracelet price gold bracelet buy earrings necklace gold white gold ring charms fashion accessories
bracelets pandora white gold bracelet shop for earrings chain necklace ring gold gold charms jewelry fashion
pandora shop gold bracelets earrings necklace chain the gold ring charm fashion jewellery
pandora prices bracelet charm earring necklace chains ring craft charm fashion accessory
pandora
pandora bracelets and
charms
earrings online necklace rings charm shop
fashion and
accessories
Source: Google Keywords Tool, Nov 2012
SINGAPORE – ENGLISH WORDS
MEDIA SELECTION | PANDORA | 29th MAY 2013
174. TOP SEARCH KEYWORDS
PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY
pandora jewellery bracelet online earing necklaces for women engagement ring designs gold charms pandora jewellery
jewellery pandora bracelet designs earings necklace design ring size charm gold buy jewellery online
about pandora
jewellery
online bracelet gold earring necklace designs golden ring charms gold jewelry stores
pandora jewelery women bracelets earrings in gold women necklaces ring sizes gold pendant charm jewelry store
pandora rings gold bracelet earrings white gold buy necklace fashion rings gold charm pendant jewelry online
pandora shop white gold bracelet earrings with gold necklace sets a ring charms in gold online jewelry
pandora ring gold bracelets earring gold gold necklace gold rings charm silver online jewelry stores
pandora jewellry white gold bracelets earrings gold white gold necklace white gold rings charme online jewelry store
online pandora bracelet gold sterling silver earrings gold necklaces gold engagement rings love charms jewelry online store
pandora prices charm bracelet earrings sterling silver white gold necklaces ring white gold charmes gold jewelry online
pandora beads charms bracelet silver earring silver chain ring gold charms jewelry online shop
gold pandora bracelet charms the silver earring gold chain the gold ring charm jewelry stores online
pandora store charm bracelets earring silver necklace chain rings white gold gold charm jewelry online shops
new pandora silver bracelet earrings silver chains rings gold silver charm
online jewelry
shopping
the pandora store silver bracelets earrings online gold chains silver rings charms online
jewelry online
shopping
Source: Google Keywords Tool, Nov 2012
MALAYSIA – ENGLISH WORDS
MEDIA SELECTION | PANDORA | 29th MAY 2013
176. TOP SEARCH KEYWORDS
PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY
(pandora bracelet)
판도라 팔찌
(fashion bracelets)
패션 팔찌
(earriings)
귀걸이
(fashion necklace)
패션 목걸이
(ring size)
반지 사이즈
(charms)
부적
(fashion jewelry)
패션 보석
(pandora)
판도라
(heart bracelet)
하트 팔찌
(pearl earrings)
진주 귀걸이
(necklaces)
목걸이
(ring design)
반지 디자인
(good luck charms)
행운 부적
(fashion accessory)
패션 악세사리
(pandora prices)
판도라 가격
(women bracelet)
여성 팔찌
(hoop earrings)
링 귀걸이
(chain necklaces)
체인 목걸이
(unique rings)
특이한 반지
pandora charms
cheap
(jewelry)
보석
pandora beads sale
(gold bracelet)
금 팔찌
(silver earrings)
은 귀걸이
(white gold necklaces)
백금 목걸이
(fashion rings)
패션 반지
pandora charms
online
(fine jewelry)
파인 쥬얼리
pandora charm beads
(white gold bracelet)
백금 팔찌
(fashion earring)
패션 귀걸이
(gold necklaces)
금 목걸이
(friendship rings)
우정 반지
pandora charms on
sale
jewellery at
beads pandora
(silver bracelet)
은 팔찌
hoop earrings
(necklace sets)
목걸이 세트
(white gold rings)
백금 반지
charm pandora jewellery store
pandora charms
(bracelet)
팔찌
golden earrings
(necklace design)
목걸이 디자인
(gold rings)
금 반지
charms pandora and jewellery
pandora charm bracelet or earrings for
(fashion necklaces)
패션 목걸이
(rings)
반지
charms for pandora the jewellery
pandora charms sale bracelet en or earrings earrings
(leather necklaces)
가죽 목걸이
(silver ring)
은 반지
charme jewellery of
sale pandora charms bracelet designs earrings from
(pendants)
펜던트
(engagement ring)
약혼반지
good luck charms the jewellery shop
pandora jewelry gold bracelet ear ring gold necklace ring gold the charms jewellery shop in
jewelry pandora the gold bracelet ear rings gold necklaces rings gold charms cheap silver and jewellery
pandora jewelry sale bracelets gold pearl earrings chain necklace the gold ring cheap charms jewellery and
pandora bracelet bracelet gold pearl earring gold chains silver rings charm it jewelry stores
pandora bracelets bracelets in gold earrings with pearl gold chain the silver ring charms the pandora jewelery
Source: Google Keywords Tool, Nov 2012
SOUTH KOREA – KOREAN WORDS & ENGLISH WORDS
MEDIA SELECTION | PANDORA | 29th MAY 2013
177. TOP SEARCH KEYWORDS
PANDORA BRACELETS EARRINGS NECKLACES RINGS CHARMS JEWELRY
(pandora)
潘朵拉
(gold bracelet)
黃金手鐲
(earrings)
耳環
(long necklaces)
長項鍊
(ring size)
戒指大小
(wholesale charms)
飾物批發
(jewelry)
珠寶
(pandora jewellery)
潘朵拉珠寶
(white gold bracelet)
白金手鐲
(pearl earrings)
珍珠耳環
(necklaces)
項鍊
(ring designs)
戒指設計
(charms)
飾物
(fine jewelry)
高級珠寶
pandora store
(silver bracelet)
銀手鐲
(sterling silver
earrings)
純銀耳環
(white gold necklaces)
白金項鍊
(cheap rings)
便宜戒指
charme
(fashion accessory)
流行配件
pandora shop
(sterling silver bracelet)
純銀手鐲
(long earrings)
長耳環
(gold necklaces)
黃金項鍊
(golden ring)
黃金戒指
charm bracelet jewellery
pandora jewellry
(bracelets)
手鐲
(earrings design)
耳環設計
(necklace design)
項鍊設計
(white gold rings)
白金戒指
charm bracelets fashion jewellery
pandora sale bracelet or earring
(pendants)
墜飾
(rings)
戒指
charm bracelet
charms
jewellery design
pandora on the
internet
bracelet designs earrings necklace silver
(engagement rings)
訂婚戒指
bracelet charm fine jewellery
jewellery pandora bracelet fashion gold earrings necklaces silver rings gold bracelets charm jewellery shop
pandora jewelery charm bracelet silver earrings pendant necklace the gold ring
charm for charm
bracelet
jewellery at
pandora charms charm bracelets earing necklace pendants necklace charm for bracelet jewellery of
pandora charm bracelet charm earings necklace pendant necklaces charm bracelet charm the jewellery shop
pandora bracelet silver bracelet ear rings pendant necklaces pendant charmes jewellery and
pandora bracelets bracelets silver pearl earrings pendants necklaces pendants good luck charms jewellery by
bracelets pandora bracelet silver pearl earring pendants for necklaces rings the charms jewelery
pandora leather bracelet earrings pearl necklaces pendants ring charms the jewellery or jewelery
Source: Google Keywords Tool, Nov 2012
TAIWAN – TRADITIONAL CHINESE WORDS & ENGLISH WORDS
MEDIA SELECTION | PANDORA | 29th MAY 2013
180. SOCIAL NETWORKS MARKET SHARE BY COUNTRY
Source: StatCounter, April 2013
Tier 1 Tier 2
SOCIAL MEDIA MANAGEMENT | PANDORA | 29th MAY 2013
2% 3% 1%
36% 38%
59%
71%
65%
68%
87%
30%
9%
8%
10%
4%
9% 8%
10%
5%
10%
6%
23% 24%
19%
31%
26%
10%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
China Japan South Korea Hong Kong Taiwan Singapore Malaysia
Sina Weibo
Youku
Wretch
Cyworld
Mixi
YouTube
Twitter
Facebook
Renren
StumbleUpon
181. SOCIAL SITE MANAGEMENT
Publish messages
• Interactive wall posts
• Polling votes
Negative PR Control
• Negative reviews turn-around rate
• Providing more information to reduce mis-understanding
• Responding personally via private messaging
Offer value to fans
• First hand content receive by fans
• Engaging platform for fans
• Additional platform for fans to reach out to Pandora
Social Analytics
• Use of sophisticated social measuring analytics tool
• Measuring of buzz rate, social shares, likes, general engagement rates
etc.
Boost engagement among target audience and increase reach
• Applying analytics and turning data turn into insights
• Use of insights to improve the campaign performance
SOCIAL MEDIA MANAGEMENT | PANDORA | 29th MAY 2013
182. • Consolidated monthly view of key
markets performance over time.
Showing macro trends and
performance based on clients KPI’s
• Helps accelerate growth through
best practice sharing and offers
strategic thought on performance
and key recommendations for future
activity
• Key insights for business heads and
key marketing leads
• Shared source of knowledge
between countries
MONTHLY MARKETING ANALYSIS
REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS
ANALYTICS | PANDORA | 29th MAY 2013
183. • The purpose of the analysis is to help
set the optimal conversion window for
both post click and post view.
• At UPFRONT, we are media neutral
and have no desire to over inflate the
responsiveness of digital activities.
• We would like to see the true picture
of what online activity is contributing
and act accordingly on how media
budgets should be spent.
• The approach taken to decide the
most appropriate length for post click
and impression conversions is to
generate a Screen plot.
TIME TO CONVERT ANALYSIS
REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS
ANALYTICS | PANDORA | 29th MAY 2013
184. • Relatively few keywords actually
generate either a sale or an assist.
• Brand terms are not quite as
profitable as we thought.
• Search is a process and
bookings/sales happen as part of a
reasonably long extended click path.
• It seems likely that Search engines
are often used as a home page and
customers are making multiple orders
using Search to facilitate this.
• Re-invest budget to take into account
findings – new Keyword bid
weightings.
THE POWER OF SEARCH ASSISTS
REGIONAL BUSINESS INTELLIGENCE FOR OUR CLIENTS & AGENCY PARTNERS
ANALYTICS | PANDORA | 29th MAY 2013
While there are 5 main categories we have distilled them down to two categories
The two categories are: active and passive.
Active- women who participate in social technologies through publishing blogs, uploading videos, creating and commenting on content, contributing to online forums and filtering relevant Web sites.
Passive- women who monitor the online content by reading blogs, watching videos from other uses, reading online forums, and visiting different social networking communities.