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Web Experience Strategies & Case Study of Singapore Tourism Board,[object Object],Paul Soon,[object Object],18th August 2011,[object Object]
Part of the WPP family,[object Object]
Full Service Digital Agency ,[object Object],16 years of brand building, engagement, activation and relationship management on behalf of our clients,[object Object],Offices in Singapore, Japan, Hong Kong, Malaysia and Indonesia,[object Object],Strong capabilities across Strategy, UX, Creative, Technology and  Analytics,[object Object],Official Adobe Business Partner,[object Object]
A Fine Balance,[object Object],Experience,[object Object],Technology,[object Object],Planning,[object Object],Analytics,[object Object],Creative,[object Object]
A Selection of our Clients ,[object Object]
What sort of a branded experience would be perfect?,[object Object]
Personalised, Contextual and Intelligent,[object Object]
Informational, utility led, ease of use,[object Object]
Sharing, social, connected ,[object Object]
Distribution, two-way, concise,[object Object]
But you would have to spend USD343.09 billion to buy them all,[object Object]
The single objective we have for ALL our clients is to build a truly sustainable digital presence,[object Object]
One that organically grows and makes the most of tactical spikes,[object Object]
XM Asia Adobe Digital Experience Presentation YourSingapore
The goal,[object Object],Increase tourist arrivals and tourism receipts  through a digital platform that delivers upon the brand promise, and brings to live the amazing experiences  that Singapore has to offer in the most sustainable fashion,[object Object]
Bringing the brand alive,[object Object],Branded ,[object Object],Site,[object Object],THE COMMITMENT,[object Object],Strategy,[object Object],THE WAY OF WORKING,[object Object],‘Connecting the DOTs’,[object Object],Video ,[object Object],Sharing Site,[object Object],Video/Photo ,[object Object],Sharing Site,[object Object],CAMPAIGN,[object Object],Social ,[object Object],Network Site,[object Object],Micro- ,[object Object],Blogging Site,[object Object],‘BRAND X’,[object Object],PLATFORM,[object Object],ENGAGEMENT,[object Object]
design creates stories, and stories create memorable experiences, and great experiences have this innate ability to change the way in which we view our world,[object Object]
6 segments,[object Object],1000 new content to be written and developed,[object Object],6 months of planning and strategy development,[object Object],3 months of implementation,[object Object],More THINKING,[object Object],Less TALKING,[object Object]
And so we set out to tell a story ,[object Object],One that would entice, engage and alter perceptions,[object Object],Through a digital presence that embodied the city - exciting, easy and continuously transforming itself,[object Object],A world class digital platform for a world class city,[object Object]
The challenge,[object Object],A diverse set of audiences, with different language, interests and content needs.,[object Object],Transform an existing information-based website, with an exceptionally large amount of content.,[object Object],Design and layout that engage the emotional, while providing the functional, essential tools for the rational mind.,[object Object]
XM Asia Adobe Digital Experience Presentation YourSingapore
The need for content strategy,[object Object],A framework that governed and established rules,[object Object],Structured for search,[object Object],Mix of created, aggregated and user generated content that is meticulously tagged and reused,[object Object],Create content once, publish to multiple devices,[object Object],Flexible design templates and layouts that suits multiple business units ,[object Object],Adhere to editorial workflow & content lifecycle,[object Object],Continuously monitor and measure the effectiveness of content,[object Object]
Website,[object Object],Social platforms,[object Object],Word of mouth,[object Object],A single platform to centrally manage distributed content, while creating a personalised, emotionally engaging experience,[object Object],Blogs,[object Object],Feeds,[object Object],eDM & CRM ,[object Object],Reviews & Partner content,[object Object],Mobile,[object Object]
XM Asia Adobe Digital Experience Presentation YourSingapore
2 years on, we’re still learning,[object Object],We obsess over the data and analytics,[object Object],We strive to understand consumer behaviour better through multivariate testing and by extrapolating Omniture data,[object Object],Continuously evolve the offering ,[object Object],Informed by insights gleaned through Omniture , powered by Adobe’s web experience management capabilities,[object Object]
Thank You,[object Object]

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