14th October, 2012

7.3 million viewers (real time)

more than 29,000 shares 216,000 likes 10,000 comments.

half the worldwide #trending topics on Twitter were related to the jump

Digital offer tremendous opportunities

Ubiquitous

Online & offline content, virtual & real world are all merged now

Is your digital strategy sound brand strategy?

12 Mar 2013 @ Grande Centre Point Hotel & Residence – Sukhumvit Terminal 21 Digital Marketing Summit 2013

From Digital Strategy to Brand Mastery

The worldwide situation (Feb 2013)

source: http://wearesocial.sg

The Internet (worldwide)

source: http://wearesocial.sg

Internet penetration by region

source: http://wearesocial.sg

Social media (worldwide)

source: http://wearesocial.sg

Social media penetration by region

source: http://wearesocial.sg

Social media v.s. The Internet

source: http://wearesocial.sg

Popular Social media (2012)

source: http://creotivo.com

Other Social media

Odnoklassniki 45 m

Vkontakte 123 m

Sina Weibo 368 m

Qzone 597 m

Habbo 230 m

Orkut 33 m

Thailand

source: imcinstitute.com

source: http://zocialrank.com/brandranking

Eye-catching conclusions

the social media landscape is rather stable

1

• Awareness of social network sites is very high. • More than 7 out of 10 internet users are member of at least 1 social network. • The world is not waiting for the next social network.

source: InSites Consulting

Mobile is the perfect accelerator for social media usage

2

On average, people install 22 apps on their smartphone, 9 of which are used at least weekly.

source: InSites Consulting

Consumers connect and interact with a limited set of brands

3

55% of social network users are connected to brands.

5.0 is the average number of brands follows interact with

10.6 is the average number of brands followed

7.0 is the average number of brands followed actively

source: InSites Consulting

consumers reach out to brands

4

The customer is "open to co-creation", but many companies are not.

8/10 consumers want to help source: InSites Consulting

opportunity for brands to optimize conversation potential of consumers

5

Until now, we only used the first dimension of social media

First dimension:

build reach Second dimension:

collaboration

source: InSites Consulting

4 Internal brand strength

• Clarity – what the brand stands for

• Commitment – what the brand believe

• Protection – how secure the brand is

• Responsiveness – how to respond to

market changes

6 External brand strength

• Authenticity – customer expectation

• Relevance – fit with customer need

• Differentiation – positioning

• Consistency – experience

• Presence – omnipresent

• Understanding – depth knowledge

Using the Brand to bring the business strategy to life

From B2C and

B2B to B&C and B&B

The total brand choice

A revised model of customer loyalty

Ideal and real customer journey

Jez Frampton, Group CEO at Interbrand

“Tomorrow’s business leaders, both at the top of and within organizations, will have to be adept digital players.”