XM Asia connecting the dots

If I can’t find you. I won’t buy you.2011 is all about Connecting the dotsAn Asia Pacific PerspectiveApril 2011

Sunday, September 4, 2011

HELLO.

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HELLO.

Today’s Starting Point.

The Holy GrailTo be a brand that is present at the right moments with the right words, always

Constant evolution in the consumers’ and technology’s DNA

What is a DIGITAL STRATEGY

A digital strategy is one the reshapes and changes the way you brand and do business

It needs to change the way we think

New Zealand Digital Strategy1. Long term goals2. Roles clearly defined3. Resources created4. Partnerships5. Strong vision

Let’s rewind a bit and figure out Asian consumers’ core behaviours

How do consumers uncover your brand/products/services/peer trust in Asia Pacific?

57% of Asians will prompt a ‘search‘ through word of mouth from family and close friends

iProspect, “APAC Consumer Search Behavior & Attitudes Study”

56% of Asians will prompt a ‘search‘ for a product, brand, service through TV commercials

iProspect, “APAC Consumer Search Behavior & Attitudes Study”

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

50% of Asians will prompt a ‘search‘ for a product, brand, service after seeing a banner adiProspect, “APAC Consumer Search Behavior & Attitudes Study”

Paid needs to work harder

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

But what really is the true impact to NOT being Present?

UNPAID media leads to greater likelihood to purchase and affinity.

Paid media however, does add some brand cloud.

Which markets are more likely to be influenced?

Do you have a mobile site?

What’s your strategic mobile vision

How should we go about connecting the dots within our OWNED and EARNED Assets?

It is all in the way we organise ourselves and the way we use the great content we create

Processes are a MUST in bringing to live your digital strategy

USER EXPRIENCE DESIGN & BEST PRACTICES!CONTENT STRATEGY!

Our website www!

Our Whitepaper

USER PROFILE ANAYLSIS

Information Architecture and CMS Implementation Process Overview

BUSINESS REQUIREMENTS

! ! ! !

INFORMATION ARCHITECTURE STRATEGY & UXD

IA Strategy

ANALYSIS

IA STRATEGY & USER EXPERIENCE DESIGN

CQ DEVELOPMENT

TESTING!CQ TEMPLATE &

COMPONENT DEVELOPMENT!

" " CQ TEMPLATE &

COMPONENT SPECIFICATION & DESIGN

SITEMAP & CQ SITE STRUCTURE

Campaigns that builds engagement

Engagement programmes that drives involvement and action

Marketing technology platforms that optimises and keeps us believing through data

The way brands need to plan & operate

Data optimisation

CAMPAIGN

PROGRAMMES

EXPERIENCES

PLATFORM

Example: Nike Plus

Example: Nike Plus - product integration

The need to ‘Reach’ + ‘Stretch’

Campaign Reach

Engagement Stretch

Strong Platform

Map out your user journeys

Using data to tell a story (connecting the dots)

Nimble -Great content distribution increases presence

Organic Growth - focus on Owned & Earned

So where do I start?

Clearly defined business objectives and goals

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?”

The further the connection and relationship, the less optimised is your brand experience

The Role of Digital

Digital as the HUB and OptimiserPocari Sweat for Indonesia

Why should this bother me?

1. It bothers Google, that’s why(love links)

2. 1/3 of your competitors are probably already trying to ‘connect the dots’

3. One other important point,Asia is on par with the US

Take the LEAD

What are we actually optimising for?

Where the consumer starts

There are just way too many search engines? Where do I start?

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

Get your insights from your existing referring traffic data!*this is of course just the beginning

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

OR in general for Asia Pacific, we are looking at...Google, Baidu and Yahoo!

In a perfect world

And that first impression that counts might not be your branded homepage...

Do I need to constantly create depth in experience?

Yes to depth in your Content & more to your Distribution Strategy

China example

In china, think DIFFERENT, YES

But the framework remains the same

In short

Across all marketsIf you have a great creative strategy/idea/product/service, they will find you. SEARCH.

It is the sum of all your branded assets that will give you organic growthThe closer they are connected and leveraged, the more organic your brand lives online

Make it a goal to shift focus from simply buying media but to start CREATING again

Start mapping out your consumer touchpoints

Digital success needs to be seen as a WHOLE

Re-focus budgets on how you create and distribute

Monitor on how your brand is performing and converting that into a process/action

Technology is your starting platform

Paul SoonRegional Director, XM Asiapaul.soon@xm-asia.com

Thank you!Rethink. Refocus. Reshape

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