digital breakfast with jack presentation deck
TRANSCRIPT
+ ASIA & HONG KONG DIGITAL LANDSCAPE
+ EVENT DIGITAL TOUCHPOINT STRATEGY
+ CASE STUDIES
+ TOP 10 DIGITAL EVENT DOS AND DON‟TS
+ DISCUSSION
ASIA DIGITAL LANDSCAPE
1BN PEOPLE ONLINE IN ASIA – HALF IN CHINA
46% OF THE WORLD‟S TOTAL
623M ACCESS VIA MOBILE
HUGE OPPORTUNITY BUT COMPLEX
+ 000,000s of communities
+ Across multiple devices and platforms
+ Across multiple countries, languages and cultures
+ With diverse behaviours and uses of the internet
Source: ADMA 2012
Digital
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile
Web
The default, but not the only thing that digital communications is about
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile
Mobile
Increasingly the way your audience will be accessing your online event content
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile Analytics
Providing the mechanism to measure the „return on experience‟ of your event
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile
Search
Your first impression of a brand or an event –influenced by social media
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile
Media
Paid, earned or owned – all need to contribute to a successful digital event
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile
Content
What makes the internet go „round and what your event or experience is made from
DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?
digital
Search
Social
Content
Analytics Media
Web
Mobile
Social
What you‟re probably expecting me to talk about today
SOCIAL ON-SITE IS A SMALL PIECE OF THE OVERALL SOLUTION
Social Brand
Discovery & Planning Foundation Engagement
Listen,
Measure &
Benchmark
Audience
Planning
Platform &
Content
Community
Interaction
Campaign
Activations
Organisational
Alignment
Benchmark
brand online
presence VS
competitors
and establish
measurement
model
Target and
analyse
customers
and
communities
that you wish
to reach,
gather
feedback
Create/sustai
n „digital
footprint‟ of
brand
through
brand sites
and social
network
presence
Participate in
online
conversation
to promote
the brand,
24x365
Execute
campaigns
that contain
to raise
awareness
and
engagement
incl.
integration
with offline
events
Align with
complementa
ry campaigns
and business
functions
(PR, above
the line)
Social analytics and measurement
TO SUCCESSFULLY EXECUTE AND PROMOTE IN SOCIAL, A HOLISTIC, PLANNED, AND ALWAYS-ON APPROACH IS REQUIRED BY BRANDS
HONG KONG ONLINE LANDSCAPE SOURCE: ADMA 2012 YEARBOOK
5m+ internet users (~70% penetration)
Top Sites (% Reach)
Yahoo! [Sites] – 96%
Microsoft [Sites incl. Bing] – 83%
Google [Sites] – 82%
Facebook – 75%
SEARCH STILL TRUMPS SOCIAL IN HONG KONG FOR MOST POPULAR ACTIVITY ONLINE.
YOU‟RE MORE LIKELY TO REACH YOUR AUDIENCE WITH A GOOD SEARCH STRATEGY THAN A SOCIAL ONE
HONG KONG SOCIAL MEDIA LANDSCAPE
TOP SOCIAL NETWORKING SITES (REACH%) + Facebook - 75% + Weibo - 12% reach + Linked In - 8% + QQ - 7% + Twitter - 5%
USES FOR SOCIAL MEDIA: + Staying in touch with friends,
23% + Share content, 5% + Research for work, 1% + Networking for work, 0.3% + To talk about a brand /
product, 0.3%
Source: ADMA Yearbook 2012
FACEBOOK IS WHERE YOUR AUDIENCE ARE IN SOCIAL. BUT THE CHANCES OF THEM TALKING ABOUT YOUR BRAND ARE VERY LOW INDEED. PAID MEDIA AND COMPELLING CONTENT FOR FACEBOOK IS IMPERATIVE
HONG KONG MOBILE LANDSCAPE
210% MOBILE PHONE PENETRATION, 50 – 60% SMARTPHONE PENETRATION
TOP MOBILE TASKS:
+ Searches – 79%
+ Emailing – 78%
+ Reading news – 77%
+ Weather forecast – 76%
+ Instant Messaging – 71%
Source: ADMA Digital 2012
EDM, EPR AND SEARCH ARE ALL EXTREMELY IMPORTANT FOR MOBILE TO REACH YOUR AUDIENCE AND INFORM THEM – DON‟T GET FIXATED WITH THE LATEST SHINY TECHNIQUES.
IN DETAIL
ON-SITE POST-EVENT
Content Creation
+Event identity design
+Custom music
+Custom voice overs
+Opening video
+Speaker stings
+Event microsite
+Event app
Event Promotion
+Teaser campaign: Save The Date, Invitation, Announcements, eDMs
+Natural and paid search strategy
+Paid social media strategy to build up audience
+All traffic driven to event microsite
Conversation
+Invitations to pages /groups: LinkedIn, Facebook, Weibo, Pinterest, Instagram, YouTube, YouKu
+Influencer marketing / PR
+Forum hosted on event microsite
+Pre-event surveys / voting
PRE-EVENT
Delegate Management
+Registration website opens
+Travel & Accomm arrangements via FAE
+Delegate hotline
+Personalised itineraries
Conference Content
+ Multi-media usage including opening video, stings.
+ Content Kiosks
+ RFID enabled modules
+ Queuing systems
+ Interactive games
+ AR tablet apps
+ Interactive surfaces
Webcast
+Invited guests unable to attend in person can experience conference in real time online
+Ability to manage Q&A to live speaker presentations onstage from audiences offsite.
Conference Conversation
+ Audience Interactivity through tablets, voting, instant feedback on speakers and event on-site
+ Push notifications via tablets, SMS or mobile app
+ Twitter / Weibo wall
+ Photo sharing
+ On-site surveys
Post-Event
+Photo sharing with
comments
+Webcast archive
+Content uploads
available
+Post-event survey
+Event microsite / forum
continues conversation
Objective 1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly larger
than the grey area and covers it
entirely. (approximate dimension
of image: 5.4” x 6.5”)
3. With the grey area
now hidden behind
your image, right click
your image and
choose Send to Back.
This places it behind
a frame to ensure
consistent placement
and sizing across
all slides.
5.4”
6.5
”
BP
BP NEEDED TO RECOVER FROM NEGATIVE PERCEPTIONS AND SHIFT THE FOCUS TO ITS TECHNOLOGICAL INNOVATION TO CAPTURE KEY ATTENTION AT LONDON 2012.
Impact
1.7”
2.0
” See
instructions
above.
1.7”
2.0
”
See
instructions
above.
1.7”
2.0
”
See
instructions
above.
5.4”
4.2
”
1. Position your image over any of these grey areas.
2. Resize and/or crop your image as necessary so that it is
slightly larger than the grey area and covers it entirely.
(approximate dimension of larger image: 5.4” x 4.2”)
3. With the grey area now hidden behind
your image, right click your image and
choose Send to Back.
This places it behind a frame
to ensure consistent placement
and sizing across all slides.
BP
Objective 1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly larger
than the grey area and covers it
entirely. (approximate dimension
of image: 5.4” x 6.5”)
3. With the grey area
now hidden behind
your image, right click
your image and
choose Send to Back.
This places it behind
a frame to ensure
consistent placement
and sizing across
all slides.
5.4”
6.5
”
HUAWEI
AS A TECHNOLOGY & COMMUNICATION BRAND, HUAWEI WANTED TO USE DIGITAL TOOLS TO COMMUNICATE WITH THEIR GUESTS AND ENGAGE THEM BEFORE THE CONFERENCE.
Impact
1.7”
2.0
” See
instructions
above.
1.7”
2.0
”
See
instructions
above.
1.7”
2.0
”
See
instructions
above.
5.4”
4.2
”
1. Position your image over any of these grey areas.
2. Resize and/or crop your image as necessary so that it is
slightly larger than the grey area and covers it entirely.
(approximate dimension of larger image: 5.4” x 4.2”)
3. With the grey area now hidden behind
your image, right click your image and
choose Send to Back.
This places it behind a frame
to ensure consistent placement
and sizing across all slides.
HUAWEI
P&G Social Media Integration
+ Links through to supporting social media platforms
+ All content can be shared onto personal networks too
Poll / Survey
+ Pre-,and post-event survey
+ Results aggregated and republished
Press / Media Centre
+ Password protected
+ For media, bloggers and influencers
Twitter Feed
+ Aggregated from hashtag
+ Moderated
P&G
“pgvisionhouse” “p&g visionhouse”
+ Media coverage from bloggers and journalists occupies 7 of the top 10 links, the remaining 3 are P&G owned media properties
+ Top 5 search positions to a P&G Visionhouse Property
Objective 1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly larger
than the grey area and covers it
entirely. (approximate dimension
of image: 5.4” x 6.5”)
3. With the grey area
now hidden behind
your image, right click
your image and
choose Send to Back.
This places it behind
a frame to ensure
consistent placement
and sizing across
all slides.
5.4”
6.5
”
THOMSON REUTERS NEEDED TO GENERATE GLOBAL AWARENESS OF ITS BREAKTHROUGH PRODUCT INNOVATION, THE EIKON TOOLKIT.
THOMSON REUTERS
Impact
3.7”
6.5
”
1. Position your image over any
of these grey areas.
2. Resize and/or crop your image.
as necessary so that it is slightly
larger than the grey area and
covers it entirely. (approximate
dimension of larger image:
3.7” x 6.5”)
3. With the grey area now hidden
behind your image, right click your
image and choose Send to Back.
This places it behind a frame
to ensure consistent placement
and sizing across all slides.
1.7”
2.0
”
See
instructions
to the left.
1.7”
2.0
”
See
instructions
to the left.
1.7”
2.0
” See
instructions
to the left.
THOMSON REUTERS
Objective 1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly larger
than the grey area and covers it
entirely. (approximate dimension
of image: 5.4” x 6.5”)
3. With the grey area
now hidden behind
your image, right click
your image and
choose Send to Back.
This places it behind
a frame to ensure
consistent placement
and sizing across
all slides.
5.4”
6.5
”
TELSTRA
TELSTRA NEEDED TO CONNECT WITH AUSTRALIA‟S YOUTH IN ORDER TO HUMANIZE AND LIFT ITS BRAND PERCEPTION.
Impact
3.7”
6.5
”
1. Position your image over any
of these grey areas.
2. Resize and/or crop your image.
as necessary so that it is slightly
larger than the grey area and
covers it entirely. (approximate
dimension of larger image:
3.7” x 6.5”)
3. With the grey area now hidden
behind your image, right click your
image and choose Send to Back.
This places it behind a frame
to ensure consistent placement
and sizing across all slides.
1.7”
2.0
”
See
instructions
to the left.
1.7”
2.0
”
See
instructions
to the left.
1.7”
2.0
” See
instructions
to the left.
TELSTRA
BY ACTIVATING POPULAR SPORTS SPONSORSHIPS ALONG WITH LIVE TOUR AND DIGITAL EXPERIENCE, WE ENGAGED OVER 36K YOUTH ACROSS THE COUNTRY.
Objective 1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly larger
than the grey area and covers it
entirely. (approximate dimension
of image: 5.4” x 6.5”)
3. With the grey area
now hidden behind
your image, right click
your image and
choose Send to Back.
This places it behind
a frame to ensure
consistent placement
and sizing across
all slides.
5.4”
6.5
”
TMALL.COM
TMALL.COM NEEDED TO BREAK THROUGH REGIONAL SKEPTICISM OF E-COMMERCE SITES AND DIFFERENTIATE ITSELF AMONGST A GROWING NUMBER OF ONLINE MARKETPLACES.
Impact
1.7”
2.0
” See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
This places it behind
a frame to ensure
consistent placement and
sizing across all slides.
1.7”
2.0
”
1.7”
2.0
”
1. Position your image
over any of these
grey areas.
1.7”
2.0
”
2. Resize and/or crop
your image as
necessary so that it is
slightly larger than the
grey area and covers it
entirely. (approximate
dimension of image:
1.7” x 2.0”)
1.7”
2.0
”
3. With the grey
area now hidden
behind your
image, right
click your image
and choose
Send to Back.
(See illustration
below.)
BY TRANSFORMING THE ZERO CARBON BUILDING INTO A COMPLETELY INTERACTIVE EDUCATIONAL EXPERIENCE, CIC EXPECTS TO ATTRACT OVER 40,000 VISITORS/YEAR.
STATOIL GLOBAL BRAND LAUNCH 30,000 EMPLOYEES, 120 LOCATIONS, 1 GREAT BRAND
Objective 1. Position your image over this area.
2. Resize and/or crop your image as
necessary so that it is slightly larger
than the grey area and covers it
entirely. (approximate dimension
of image: 5.4” x 6.5”)
3. With the grey area
now hidden behind
your image, right click
your image and
choose Send to Back.
This places it behind
a frame to ensure
consistent placement
and sizing across
all slides.
5.4”
6.5
”
HONG KONG‟S CONSTRUCTION INDUSTRY COUNCIL NEEDED TO ENGAGE THE PUBLIC WITH ITS HISTORIC ENVIRONMENTAL INITIATIVE-THE “ZERO CARBON BUILDING.”
CIC
Impact
1.7”
2.0
” See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
This places it behind
a frame to ensure
consistent placement and
sizing across all slides.
1.7”
2.0
”
1.7”
2.0
”
1. Position your image
over any of these
grey areas.
1.7”
2.0
”
2. Resize and/or crop
your image as
necessary so that it is
slightly larger than the
grey area and covers it
entirely. (approximate
dimension of image:
1.7” x 2.0”)
1.7”
2.0
”
3. With the grey
area now hidden
behind your
image, right
click your image
and choose
Send to Back.
(See illustration
below.)
CIC
Impact
1.7”
2.0
” See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
See instructions
above.
1.7”
2.0
”
This places it behind
a frame to ensure
consistent placement and
sizing across all slides.
1.7”
2.0
”
1.7”
2.0
”
1. Position your image
over any of these
grey areas.
1.7”
2.0
”
2. Resize and/or crop
your image as
necessary so that it is
slightly larger than the
grey area and covers it
entirely. (approximate
dimension of image:
1.7” x 2.0”)
1.7”
2.0
”
3. With the grey
area now hidden
behind your
image, right
click your image
and choose
Send to Back.
(See illustration
below.)
COTTON 24-HOUR RUNWAY SHOW
1,440 OUTFITS AT ONE “LOOK” PER MINUTE
WEBCAST WIDGETS SIMPLE WAY TO INCREASE REACH OF EVENT ONLINE
Increasing the reach of your event through webcasting is becoming increasingly popular
Technologies allow HD-quality broadcast over the web and live Q&A inserted into widget
Can be distributed to online influencers and media to allow them to run the event content on their sites
Also serves as a way of archiving content for later viewing
TOP DIGITAL EVENTS DOS
1. Ensure you have your online
promotional strategy thought
through well in advance of your
event
2. Make sure paid media is a key
component of your strategy if
you want a successful event and
„good numbers‟
3. Ensure that all live online
content at events is well
moderated
4. Ensure your event is mobile
enabled – this doesn‟t
necessarily mean a native app
5. Consider digital solutions wider
than just online components –
tablets, surfaces, videos, stings,
events, kiosks - event content
can all be „digital‟
TOP DIGITALEVENTS DON‟TS 1. Do social for the sake of it –
understand why social is a key
part of your event strategy and
use it if appropriate
2. Assume you can only reach your
business contacts on Linkedin –
Facebook has far more reach in
Hong Kong
3. Forget about search (or e-mail)!
4. Expect enormous numbers of
online interactions for a niche
event – quality not quantity
5. Forget about your online
communities after the event –
keep them warm for the next one
and don‟t let them feel abandoned
if you want brand advocates rather
than detractors!
GUY PARSONAGE SVP, MANAGING DIRECTOR, HONG KONG
Guy previously worked throughout Europe and Australia in various project management roles and before moving to Hong Kong he worked with the Jack Morton Sydney office producing conferences, premieres and celebratory awards ceremonies around Australia. Having worked on the launch of The Matrix and Ms Congeniality 2 – attended by Keanu Reeves, Sandra Bullock and Paris Hilton – Guy definitely knows how to turn on the glamour!
In 2001 Guy joined Jack Morton as a Producer and brought new blood with a fresh creative perspective to our team.
In 2006, Guy took on the role of Account Director, turning his production knowledge to good use in serving our many clients and managing the Business Development team. Presently, Guy leads the Hong Kong office whilst still managing key accounts.
Over the years, Guy has had the privilege to work with some very important clients / projects globally and regionally.
JON WADE
With an honours degree in economics, and vast commercial and technical expertise in the digital communications industry, Jon provides business, communications and marketing acumen as well as detailed digital technical knowledge to the agencies in the Constituency Management Group (CMG) of IPG across Asia Pacific.
Based in Hong Kong, he established the firm‟s Centre of Digital Excellence in 2012 and also has executive responsibility for the network of in-house digital content studios established across the Asia Pacific region for the benefit of all of CMG‟s below-the-line agencies including Devries, Futurebrand, Golin Harris, Jack Morton, Octagon and Weber Shandwick.
Jon oversees all digital operations and strategy in the 12-market Asia Pacific region, providing senior counsel to clients and internal teams on digital strategy acrosss PR, experiential, branding and sports marketing. He also represents the firm from a digital thought-leadership perspective in the media and at industry events.
Jon spoke at Cannes in 2010, his speech arguing the case for mobile apps becoming the predominant medium through which consumers globally will consume digital content in the not-too-distant future.
Across his extensive 13 years experience in the agency environment, he was personally responsible for devising and executing the global digital strategy for Land Rover as well as working with a host of other blue-chip brands including Astra Zeneca, BSkyB, Ford, ITV, MasterCard, Microsoft, Nokia and P&G.
Other career highlight during his thirteen years in the digital industry have included running European operations for ad serving and web analytics technology companies as well as founding the global social media marketing operation of a large WPP-owned direct marketing agency.
URL: www.devriespr.com; www.futurebrand.com; www.golinharris.asia; www.jackmorton.com; www.octagon-asia.com; www.webershandwick.asia;
Twitter: @digital_APAC
LinkedIn: http://www.linkedin.com/in/jonwadeuk
CMG‟S HEAD OF DIGITAL, ASIA PACIFIC