l bi creating_meaningful_engagements_at_scale

SINGAPORE

WE MAKE BRANDS SHAREABLE.

IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.

What’s happening

Amplify

Amplify

The content that ranks

best in Google is

content that people like and trust.

Where relevant fresh content will rank better

than old content.

Bought

Earned

Time

RO

I

12 Months

Owned

15:1

25:1

32:1

6 Months

32:1

25:1

15:1

37++:1 37++:1

Integration

Amplify

What we need to do

How to do it

36

They cheer because they care. They

have an unique close connection to

what they’re cheering for

They cheer because it has an

impact. It fuels the athletes and can

support can influence play.

37

Casual fan

Supporter

Fanatic

38

39

Buzz Vol.

Visa

P&G

Coca-Cola

BMW

Samsung

Nike

Others (80%

McDonalds)

Buzz Sentiment

33.5% 3.9% 7.5% 1.3%

Athlete cheers, reaction to congratulatory commercials,, RTs of @teamvisa

0.0% 13.1% 40.7%

Nike releases the “Find Your Greatness” campaign

A different kind of approach

Stimulating sharing

Targeting individuals not platforms

Use data to create content that

engages audiences in the right way

Use engaging content to create opp’s for further data collection

Making Sony Mobile

relevant once more

Results

• Branded content received 1.7million

views in a 6 month period

• 85% who engaged with the Xperia

Studio viewed Xperia smartphones

more positively afterwards

• 17% of visitors to the Xperia Studio

went on to visit the main sony mobile

site

• The content and campaign has been

featured in wired, gizmodo,

mashable and other credible

publications

• The campaign also won a 2012

webby for the people’s choice award

in integrated mobile experience

Moving beyond traditional

brand communications

Create

Curate

Instigate

Volume of content

Create

Curate

Instigate

Volume of content

Harnessing the

power of digital to

spread happiness

around the world

“We’re more in the space of

managing communities than

creating ads.”

Joe Tripodi – CMO, The Coca-Cola Company

Summary:

Delivering Meaningful

Engagements at Scale

IF YOU AREN’T BEING SHARED YOU AREN’T SOCIAL. And sharing from your owned communities isn’t enough anymore.

Thank you LBiAustralia@lbi.com

Strategy

Planning

Data/Analytics

Research & Insight

User research

User experience

Digital design

Website build

E-commerce

Branded content

Mobile

SEO PPC

PAID Media

Social media

Managed services

Hosting

CRM

Data

US Atlanta Boston Chicago

Connecticut Detroit

LA New York

Philadelphia

Lagos

W. Europe

800

GERMANY

330

NORDICS 250

USA 2350

UK 800

Asia Pacific

800

The largest social media agency

350+ people

10 offices HQ in Shanghai

The Gateway to ME and Africa

45 people,

4 affiliate offices HQ in Dubai

Centre of technical excellence

160 people

3 offices 4 affiliate offices HQ in Mumbai

South East Asia Hub

7 people (Q1), 20 (Q2)

6 affiliate offices HQ in Singapore

‘One to watch’

24 people 2 offices

HQ in Sydney