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If I can’t find you. I won’t buy you.
    2011 is all about Connecting the dots
    An Asia Pacific Perspective
    April 2011


Sunday, September 4, 2011
HELLO.


                            !"#$%&'(')$%*+%*,%-')%#.,/+%(-%
                            0'*1/2%3-,,$3(%.,/%(-'3#%(#$%1*4$+%
                            -&%-')%3-,+'5$)+6%




Sunday, September 4, 2011
HELLO.




Sunday, September 4, 2011
Today’s Starting Point.




Sunday, September 4, 2011
The Holy Grail
        To be a brand that is present
        at the right moments with the
        right words, always




Sunday, September 4, 2011
Constant evolution in the
    consumers’ and
    technology’s DNA




Sunday, September 4, 2011
What is a DIGITAL STRATEGY

Sunday, September 4, 2011
A digital strategy is
      one the reshapes and
      changes the way you
      brand and do business

      It needs to change the
      way we think



Sunday, September 4, 2011
New Zealand
        Digital Strategy
        1. Long term goals
        2. Roles clearly defined
        3. Resources created
        4. Partnerships
        5. Strong vision




Sunday, September 4, 2011
Let’s rewind a bit and figure out
    Asian consumers’ core
    behaviours
Sunday, September 4, 2011
How do consumers uncover your
    brand/products/services/peer
    trust in Asia Pacific?
Sunday, September 4, 2011
57% of Asians will
   prompt a ‘search‘
   through word of
   mouth from family
   and close friends

      iProspect, “APAC Consumer Search Behavior & Attitudes Study”



Sunday, September 4, 2011
56% of Asians
     will prompt a
     ‘search‘ for a
     product, brand,
     service through
     TV commercials
      iProspect, “APAC Consumer Search Behavior & Attitudes Study”



Sunday, September 4, 2011
55% of Asians
     will prompt a
     ‘search‘ for a
     product, brand,
     service through
     newspaper/
     magazine ads
      iProspect, “APAC Consumer Search Behavior & Attitudes Study”



Sunday, September 4, 2011
50% of Asians
     will prompt a
     ‘search‘ for a
     product, brand,
     service after
     seeing a banner
     ad
      iProspect, “APAC Consumer Search Behavior & Attitudes Study”



Sunday, September 4, 2011
Paid needs to work harder




Sunday, September 4, 2011
Consumer engagement more or
    less always starts with a
    ‘SEARCH’
    * Google, Youtube, Facebook etc


Sunday, September 4, 2011
But what really is the true impact
    to NOT being Present?
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
UNPAID media leads to
                            greater likelihood to
                            purchase and affinity.

                            Paid media however,
                            does add some brand
                            cloud.

Sunday, September 4, 2011
Which markets are more likely to
    be influenced?
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Sunday, September 4, 2011
Do you have a
                            mobile site?

                            What’s your
                            strategic
                            mobile vision


Sunday, September 4, 2011
How should we go about connecting the
  dots within our OWNED and EARNED
  Assets?
Sunday, September 4, 2011
It is all in the way
   we organise
   ourselves and the
   way we use the
   great content we
   create

Sunday, September 4, 2011
ANALYSIS
                 !                      ?                                www   !
                                                                               Our website
                 !                      ?
                 !
                                        ?                            Our
                                                                     Whitepaper
                 !

                                                                                             USER EXPRIENCE DESIGN
           BUSINESS REQUIREMENTS    USER PROFILE ANAYLSIS           CONTENT STRATEGY!          & BEST PRACTICES!


         IA STRATEGY &
         USER
         EXPERIENCE              INFORMATION ARCHITECTURE STRATEGY &
         DESIGN                  UXD
                                                      IA Strategy




         CQ DEVELOPMENT




                                                                     "
                                                 3A


                         3A




                                        CQ TEMPLATE &                CQ TEMPLATE &
             SITEMAP & CQ SITE           COMPONENT                    COMPONENT
                STRUCTURE           SPECIFICATION & DESIGN           DEVELOPMENT!                   TESTING!




      Processes are a MUST in bringing to
      live your digital strategy
Sunday, September 4, 2011
Campaigns that builds
                                             engagement


  The way                   Engagement programmes that drives involvement
  brands need to                             and action


  plan & operate            Marketing technology platforms that optimises and
                                     keeps us believing through data


                                         Data optimisation




Sunday, September 4, 2011
Example: Nike Plus


           CAMPAIGN

          PROGRAMMES

           EXPERIENCES

           PLATFORM


Sunday, September 4, 2011
Example: Nike Plus - product integration




Sunday, September 4, 2011
The need to ‘Reach’ +
  ‘Stretch’




Sunday, September 4, 2011
Campaign
                             Reach
                                         Engagement Stretch




                                   Strong Platform




Sunday, September 4, 2011
Map out your user journeys
Sunday, September 4, 2011
Map out your user journeys
Sunday, September 4, 2011
Using data to tell a story
       (connecting the dots)




Sunday, September 4, 2011
Nimble -
    Great content
    distribution
    increases
    presence




Sunday, September 4, 2011
Organic
     Growth -
     focus on Owned & Earned




Sunday, September 4, 2011
So where do I start?

Sunday, September 4, 2011
Clearly defined
     business
     objectives and
     goals


Sunday, September 4, 2011
Ask yourself this question:
    “What is the relationship between the
    creative content you have created got to
    do with my Branded site vs. Social Network
    site vs. Micro-blogging site?”

Sunday, September 4, 2011
The further the connection and
    relationship, the less optimised is
    your brand experience
Sunday, September 4, 2011
The Role of
     Digital




Sunday, September 4, 2011
Sunday, September 4, 2011
Digital as
  the HUB
  and
  Optimiser
  Pocari Sweat for
  Indonesia




Sunday, September 4, 2011
Why should this bother me?

Sunday, September 4, 2011
1. It bothers
      Google, that’s
      why
      (love links)




Sunday, September 4, 2011
2. 1/3 of your
     competitors are
     probably already
     trying to ‘connect
     the dots’


Sunday, September 4, 2011
3. One other
     important point,
     Asia is on par
     with the US

     Take the LEAD

Sunday, September 4, 2011
What are we actually optimising
    for?
Sunday, September 4, 2011
Where the consumer starts

Sunday, September 4, 2011
There are just way too many
    search engines? Where do I
    start?
Sunday, September 4, 2011
You have to change
      your mindset.
      The leading search
      engines are your
      brand’s homepage
      and presence
      * btw, youtube is the second largest search engine behind Google



Sunday, September 4, 2011
Get your insights from your
    existing referring traffic data!
    *this is of course just the beginning

Sunday, September 4, 2011
Get your insights from your
    existing referring traffic data!
    *this is of course just the beginning

Sunday, September 4, 2011
‘Search’ is not
       just limited to
       search engines,
       sites like youtube
       & facebook are
       used as search
       engines too


Sunday, September 4, 2011
OR in general for Asia Pacific, we
    are looking at...Google, Baidu and
    Yahoo!
Sunday, September 4, 2011
In a perfect
    world




Sunday, September 4, 2011
And that first impression that
    counts might not be your branded
    homepage...
Sunday, September 4, 2011
Do I need to
   constantly create
   depth in experience?



Sunday, September 4, 2011
Yes to depth in your Content & more
    to your Distribution Strategy
Sunday, September 4, 2011
China example

Sunday, September 4, 2011
In china, think DIFFERENT, YES
Sunday, September 4, 2011
But the framework remains the
    same
Sunday, September 4, 2011
But the framework remains the
    same
Sunday, September 4, 2011
In short

Sunday, September 4, 2011
Across all markets
      If you have a great
      creative strategy/
      idea/product/
      service, they will find
      you. SEARCH.



Sunday, September 4, 2011
It is the sum of all
   your branded assets
   that will give you
   organic growth
   The closer they are
   connected and
   leveraged, the more
   organic your brand
   lives online


Sunday, September 4, 2011
Make it a goal
   to shift focus
   from simply
   buying media
   but to start
   CREATING
   again



Sunday, September 4, 2011
Start mapping
   out your
   consumer
   touchpoints




Sunday, September 4, 2011
Digital
         success needs
         to be seen as
         a WHOLE




Sunday, September 4, 2011
Re-focus budgets on how you create and
       distribute
Sunday, September 4, 2011
Monitor on how your
   brand is performing
   and converting that
   into a process/
   action




Sunday, September 4, 2011
Technology is
   your starting
   platform




Sunday, September 4, 2011
Sunday, September 4, 2011
Thank you!
   Rethink. Refocus. Reshape



   Paul Soon
   Regional Director, XM Asia
   paul.soon@xm-asia.com



Sunday, September 4, 2011

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XM Asia connecting the dots

  • 1. If I can’t find you. I won’t buy you. 2011 is all about Connecting the dots An Asia Pacific Perspective April 2011 Sunday, September 4, 2011
  • 2. HELLO. !"#$%&'(')$%*+%*,%-')%#.,/+%(-% 0'*1/2%3-,,$3(%.,/%(-'3#%(#$%1*4$+% -&%-')%3-,+'5$)+6% Sunday, September 4, 2011
  • 5. The Holy Grail To be a brand that is present at the right moments with the right words, always Sunday, September 4, 2011
  • 6. Constant evolution in the consumers’ and technology’s DNA Sunday, September 4, 2011
  • 7. What is a DIGITAL STRATEGY Sunday, September 4, 2011
  • 8. A digital strategy is one the reshapes and changes the way you brand and do business It needs to change the way we think Sunday, September 4, 2011
  • 9. New Zealand Digital Strategy 1. Long term goals 2. Roles clearly defined 3. Resources created 4. Partnerships 5. Strong vision Sunday, September 4, 2011
  • 10. Let’s rewind a bit and figure out Asian consumers’ core behaviours Sunday, September 4, 2011
  • 11. How do consumers uncover your brand/products/services/peer trust in Asia Pacific? Sunday, September 4, 2011
  • 12. 57% of Asians will prompt a ‘search‘ through word of mouth from family and close friends iProspect, “APAC Consumer Search Behavior & Attitudes Study” Sunday, September 4, 2011
  • 13. 56% of Asians will prompt a ‘search‘ for a product, brand, service through TV commercials iProspect, “APAC Consumer Search Behavior & Attitudes Study” Sunday, September 4, 2011
  • 14. 55% of Asians will prompt a ‘search‘ for a product, brand, service through newspaper/ magazine ads iProspect, “APAC Consumer Search Behavior & Attitudes Study” Sunday, September 4, 2011
  • 15. 50% of Asians will prompt a ‘search‘ for a product, brand, service after seeing a banner ad iProspect, “APAC Consumer Search Behavior & Attitudes Study” Sunday, September 4, 2011
  • 16. Paid needs to work harder Sunday, September 4, 2011
  • 17. Consumer engagement more or less always starts with a ‘SEARCH’ * Google, Youtube, Facebook etc Sunday, September 4, 2011
  • 18. But what really is the true impact to NOT being Present? Sunday, September 4, 2011
  • 21. UNPAID media leads to greater likelihood to purchase and affinity. Paid media however, does add some brand cloud. Sunday, September 4, 2011
  • 22. Which markets are more likely to be influenced? Sunday, September 4, 2011
  • 28. Do you have a mobile site? What’s your strategic mobile vision Sunday, September 4, 2011
  • 29. How should we go about connecting the dots within our OWNED and EARNED Assets? Sunday, September 4, 2011
  • 30. It is all in the way we organise ourselves and the way we use the great content we create Sunday, September 4, 2011
  • 31. ANALYSIS ! ? www ! Our website ! ? ! ? Our Whitepaper ! USER EXPRIENCE DESIGN BUSINESS REQUIREMENTS USER PROFILE ANAYLSIS CONTENT STRATEGY! & BEST PRACTICES! IA STRATEGY & USER EXPERIENCE INFORMATION ARCHITECTURE STRATEGY & DESIGN UXD IA Strategy CQ DEVELOPMENT " 3A 3A CQ TEMPLATE & CQ TEMPLATE & SITEMAP & CQ SITE COMPONENT COMPONENT STRUCTURE SPECIFICATION & DESIGN DEVELOPMENT! TESTING! Processes are a MUST in bringing to live your digital strategy Sunday, September 4, 2011
  • 32. Campaigns that builds engagement The way Engagement programmes that drives involvement brands need to and action plan & operate Marketing technology platforms that optimises and keeps us believing through data Data optimisation Sunday, September 4, 2011
  • 33. Example: Nike Plus CAMPAIGN PROGRAMMES EXPERIENCES PLATFORM Sunday, September 4, 2011
  • 34. Example: Nike Plus - product integration Sunday, September 4, 2011
  • 35. The need to ‘Reach’ + ‘Stretch’ Sunday, September 4, 2011
  • 36. Campaign Reach Engagement Stretch Strong Platform Sunday, September 4, 2011
  • 37. Map out your user journeys Sunday, September 4, 2011
  • 38. Map out your user journeys Sunday, September 4, 2011
  • 39. Using data to tell a story (connecting the dots) Sunday, September 4, 2011
  • 40. Nimble - Great content distribution increases presence Sunday, September 4, 2011
  • 41. Organic Growth - focus on Owned & Earned Sunday, September 4, 2011
  • 42. So where do I start? Sunday, September 4, 2011
  • 43. Clearly defined business objectives and goals Sunday, September 4, 2011
  • 44. Ask yourself this question: “What is the relationship between the creative content you have created got to do with my Branded site vs. Social Network site vs. Micro-blogging site?” Sunday, September 4, 2011
  • 45. The further the connection and relationship, the less optimised is your brand experience Sunday, September 4, 2011
  • 46. The Role of Digital Sunday, September 4, 2011
  • 48. Digital as the HUB and Optimiser Pocari Sweat for Indonesia Sunday, September 4, 2011
  • 49. Why should this bother me? Sunday, September 4, 2011
  • 50. 1. It bothers Google, that’s why (love links) Sunday, September 4, 2011
  • 51. 2. 1/3 of your competitors are probably already trying to ‘connect the dots’ Sunday, September 4, 2011
  • 52. 3. One other important point, Asia is on par with the US Take the LEAD Sunday, September 4, 2011
  • 53. What are we actually optimising for? Sunday, September 4, 2011
  • 54. Where the consumer starts Sunday, September 4, 2011
  • 55. There are just way too many search engines? Where do I start? Sunday, September 4, 2011
  • 56. You have to change your mindset. The leading search engines are your brand’s homepage and presence * btw, youtube is the second largest search engine behind Google Sunday, September 4, 2011
  • 57. Get your insights from your existing referring traffic data! *this is of course just the beginning Sunday, September 4, 2011
  • 58. Get your insights from your existing referring traffic data! *this is of course just the beginning Sunday, September 4, 2011
  • 59. ‘Search’ is not just limited to search engines, sites like youtube & facebook are used as search engines too Sunday, September 4, 2011
  • 60. OR in general for Asia Pacific, we are looking at...Google, Baidu and Yahoo! Sunday, September 4, 2011
  • 61. In a perfect world Sunday, September 4, 2011
  • 62. And that first impression that counts might not be your branded homepage... Sunday, September 4, 2011
  • 63. Do I need to constantly create depth in experience? Sunday, September 4, 2011
  • 64. Yes to depth in your Content & more to your Distribution Strategy Sunday, September 4, 2011
  • 66. In china, think DIFFERENT, YES Sunday, September 4, 2011
  • 67. But the framework remains the same Sunday, September 4, 2011
  • 68. But the framework remains the same Sunday, September 4, 2011
  • 70. Across all markets If you have a great creative strategy/ idea/product/ service, they will find you. SEARCH. Sunday, September 4, 2011
  • 71. It is the sum of all your branded assets that will give you organic growth The closer they are connected and leveraged, the more organic your brand lives online Sunday, September 4, 2011
  • 72. Make it a goal to shift focus from simply buying media but to start CREATING again Sunday, September 4, 2011
  • 73. Start mapping out your consumer touchpoints Sunday, September 4, 2011
  • 74. Digital success needs to be seen as a WHOLE Sunday, September 4, 2011
  • 75. Re-focus budgets on how you create and distribute Sunday, September 4, 2011
  • 76. Monitor on how your brand is performing and converting that into a process/ action Sunday, September 4, 2011
  • 77. Technology is your starting platform Sunday, September 4, 2011
  • 79. Thank you! Rethink. Refocus. Reshape Paul Soon Regional Director, XM Asia paul.soon@xm-asia.com Sunday, September 4, 2011