1. The Convergence of Content How to tell a consistent cross-
channel story 2. In top 30 agencies globally Working with the
worlds leading brands in APAC since 2001 A leader in B2B technology
PR Integrated PR and digital communications Seamless coordination
across the region and the World We work as a natural extension of
your team Fastest growing of top 50 in Asia Over 100 communications
experts About LEWIS 3. We help brands tell their stories Media
relations Media training Corporate comms Speaker and award
programmes Events Public Relations Social media marketing Web
development Design and production SEO and SEM Branding Media
planning Content strategy Editorial services Blog management
Content marketing Whitepapers Brand journalism Content Digital
Marketing 4. Client experience (Singapore)In tech and consumer
spaces 5. Marketing: Multi-Channel vs Omni-Channel 6. Puts customer
at the center strategy, not corporate silos Acknowledges that
mobile and social enable customers to quickly switch between
channels But also use channels simultaneously Interact on various
platforms Focus on maximizing performance of each channel
Organisation structured into swim lanes Each with own reporting
structure and revenue goals Multi channel Omni channel Biggest
challenge for both: Keeping interactions consistent across multiple
channels and ensuring seamless experience for consumers 7. 34%
effectively link on- & offline customer experience 60% Dont
know where the customer is 95% Multichannel strategy important
Multichannel customers spend 3 to 4x more 37% retailer dont
understand them 78% Omni channel = more sales 87% Website no.1
customer touchpoint Why is this important? 8. Who is your customer?
9. Who is your customer? View the experience through the eyes of
your customer Orchestrate seamless, integrated, and consistent
customer experience across all channels Know who your customer is,
what media/devices they use and what they are interested in is
critical Provide content that is useful to your customers (when it
is useful) 10. But how? 11. People want interaction How are you
engaging to them? 12. Red Bull 13. Red Bull Has 70% share of the
worlds energy drinks Brand ethos of Exceeding Human Limits Content
with that ethos at the center of everything they do Whats your
brand ethos and can you create stories out of it? If not, whos
helping you get there? Redbull 14. We live our lives around shared
purposes 15. Stories stand out when people can empathize with what
your brand is doing What are you creating that allows your audience
to feel that they share the same purpose Are you sharing the same
experience on your different media? Shared Purposes = Shared
Experiences 16. AirBnb AirBnB Live like a local; multi-media
converged content storytelling that conveys the same experience at
the human level 17. We all have short attention spans 18. Long Tail
Keywords strategy o Effective in getting yourself displayed when
users searches for something that you have a product to sell in
Develop Bite Sized content o Cultivate the Agile methodology, not
Cascade content process o Agile: leaner, faster, new way of product
and content development and publishing o Cascade: slower, larger,
less efficient in messaging and communications What do you or
should you do to capture their attention? 19. 2 0 20.
ReactionsMedia Stories Sweet Spot Everything really is connected
21. We do what we do in order to get people to like what we do
Whats your personal ROI when you post an Instagram? What gratifies
you when you share something on Facebook and social media?
Activities, amplifications and measurements happen even if we just
dont know it When building content in the converged space, are you
measuring how those content is performing and how they are linked?
Measuring performance doesnt just impact content, it impacts
business too Measuring performance doesnt just impact content, it
impacts business! 22. Or how doing converged content well can
impact your business positively 23. We rely on each other
Influencer relations win friends and get stories told 24. Case:
Dumb ways to die 25. Humans thrive on relationships The
client-agency partnership should too 26. Lets talk! 27. THANK YOU
MIEK GIELKENS, [email protected] NOOR AZIZ ASHIKIN,
[email protected] Tel +603 2182 9719
