XM Asia connecting the dots

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

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HELLO.


Today’s Starting Point.


The Holy Grail
To 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 Strategy
1. Long term goals
2. Roles clearly defined
3. Resources created
4. Partnerships
5. 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


55% of Asians
will prompt a
‘search‘ for a
product, brand,
service through
newspaper/
magazine ads


50% of Asians
will prompt a
‘search‘ for a
product, brand,
service after
seeing a banner
ad


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


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

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


Example: Nike Plus

CAMPAIGN

PROGRAMMES

EXPERIENCES

PLATFORM


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
Optimiser
Pocari 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 markets
If 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 growth
The 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


Thank you!
Rethink. Refocus. Reshape

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


XM Asia connecting the dots

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