BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013BRANDING ADVERTISING & MARKETING, BANGKOK 2013

Notes on presentations Notes on presentations Notes on presentations Notes on presentations

Aida Abdul RazakAida Abdul RazakAida Abdul RazakAida Abdul Razak

This means “check this out”

Ali Bullock, Director Corporate Communications, Dow Jones Hong Kong

How I Built the Cathay Pacific social media

experience from 1 fan to 40 million.

Cathay Pacific Social Media ObjectiveCathay Pacific Social Media ObjectiveCathay Pacific Social Media ObjectiveCathay Pacific Social Media Objective

• Elevate Brand

• Be a customer service channel

• Be a promotions channel

• Celebrate Hong Kong

• Get feedback

Success factor : 100,000 fans in 1.5 years

Tips :Tips :Tips :Tips :

1. Very easy to turnaround upset customers – just do it quickly

2. Sign off the post in your own name

3. Don’t be afraid to make mistakes, apologise, delete and move on, speed and accuracy is key

“Social media is your brand in the consumers’

hands.”

#findgreatness

Technologyreview.com > most Powerful Emotions on Social Network Revealed

Ted.com/talks/don_tapscott_four_principles_for_the_open_market

Insights:Insights:Insights:Insights:• Must have a crisis

management comms plan

• During incidents, news journalists look to social media as a source of news. Be that source

• Give friendly sites (FB/blogs) a “Fan of your brand” logo / badge

Aseem PuriMarketing Director Unilever Singapore

Unilever ObjectivesUnilever ObjectivesUnilever ObjectivesUnilever Objectives

• Increase business

• Lessen environmental footprint

• Increase social impact

Insights:Insights:Insights:Insights:

1. Quality and price are the same across brands, the differentiation is SOCIAL PURPOSE

2. Marketing is finding a truth and sharing it.

3. Socio-marketing = Be a Best Friend

To Create Differentiation: To Create Differentiation: To Create Differentiation: To Create Differentiation:

1. Support Others to do good

2. Own a Cause

3. Living A Purpose

Formula : Creating a Social PurposeFormula : Creating a Social PurposeFormula : Creating a Social PurposeFormula : Creating a Social Purpose

Who do we serve? What is their

issue that we want to own?

What standpoint do we want to

take? What is OUR purpose in this

issue?

Find a partner / ally / NGO

Commit $$, Time & Effort for long term

purposeYouTube : DOVE Ad MakeoverYouTube : DOVE Real Beauty Sketches

None of us

is as dumb as

all of us

Power of Purpose-Driven Marketing in the Digital Age

Diederik van MiddelkoopCreative Director MassiveMusic Shanghai

In GUT we trust

World Science Festival, Bobby McFerrinNotes & Neurons“In Search of the Common Chorus”

Drama & Aesthetic

Drama & Aesthetic

Branding & Image

Branding & Image

A Dynamic Balance

A Dynamic Balance

50% of this balance is music’s contribution to trigger emotion for all 4 components to jive together and touch the heart / mind of the viewer.

Parle Mango Juice advert featuring Shah Rukh Khan

PS Vita ad – Play in New Ways

Nike Run China ad – about how a woman sees herself.

How music makes the ad:How music makes the ad:How music makes the ad:How music makes the ad:----

BRANDSBRANDSBRANDSBRANDS

BANDSBANDSBANDSBANDS

FANSFANSFANSFANS

Insight:Insight:Insight:Insight:

Establish a Brand-Band-Fans connection through music(NOTE: DONE THAT!)

Ted.com/talks/don_tapscott_four_principles_for_the_open_market

Panel session: Town hall debate on social media and the changing demands of global consumers.

Social Media nudifiescompanies. Naked

companies need to get BUFF with

Honesty

Credibility &

Expertise

Nabil ChebbiMarketing & Operation Leader, Microsoft Thailand

Content is king but DATA is

queen

So, I’m a tech guy.

mobile

cloud

social

EEEENNNN

AAAA BBBB

EEEE

LLLL

BIG DATA

Get more insights before a product is launched... From..Get more insights before a product is launched... From..Get more insights before a product is launched... From..Get more insights before a product is launched... From..

1.Employees - using an internal social tool (like 1intra)

2.Data Visualisation tools such as Windows AZURE marketplace

3.New insights, new data mash-ups and finding new patterns on behaviour, demographics, usage, needs.

Insight:Insight:Insight:Insight:

Embrace Insights

Move FAST Move FIRST

Accelerate Broad adoption (across LOBs)

U got a problem?

Paras Sharma Vice President Sports Fox International Channels

Content Marketing Revolution

•Kate Spade•P&G Home Made Simple•Lowe•General Mills Tablespoon•Coke Studio•ESPN Football Clock

I can be Paras Sharma

Age of GEN Creators Curators Connectors Community

Moving from...

EXPOSURE to ENGAGEMENT

USER to EVANGELIST

What is Content? Staff stories * product info * service info * shop design * company values * customer feedback * advertising What is Content Marketing? Create, publish, share relevant and compelling content to a buyer, focusing on all stages of buying process from brand awareness to evangelism.

GOALSGOALSGOALSGOALS

Know your Know your Know your Know your CustomerCustomerCustomerCustomer

Serve Serve Serve Serve msgmsgmsgmsg at at at at the right time the right time the right time the right time right placeright placeright placeright place

Have Content Have Content Have Content Have Content ReadyReadyReadyReady

Have Have Have Have Channels Channels Channels Channels readyreadyreadyready

Have a Have a Have a Have a Calendar of Calendar of Calendar of Calendar of ContentContentContentContent

Have a TeamHave a TeamHave a TeamHave a Team

TRENDSTRENDSTRENDSTRENDS* Video* Video* Video* Video

* Co* Co* Co* Co----creationcreationcreationcreation

* Bite* Bite* Bite* Bite----sized sized sized sized contentcontentcontentcontent

* B on Mobile* B on Mobile* B on Mobile* B on Mobile

* * * * SyndicatSyndicatSyndicatSyndicat’’’’nnnn

* Analytics* Analytics* Analytics* Analytics

Dan Zonmani CEO Lowe Bangkok

Learning from Winners!

superbowlads.org

TOP International Award ShowsTOP International Award ShowsTOP International Award ShowsTOP International Award Shows

Insight:Insight:Insight:Insight:

You Need to Narrow Down Your Message :

Relevance.Relevance.Relevance.Relevance.Originality.Originality.Originality.Originality.Impact.Impact.Impact.Impact.Insightful.Insightful.Insightful.Insightful.

Whaaaaat!?

There is No Formula.

Find the Compelling Truth About Your Brand.

Judge Your Work Like a Human Being not as Client

Don’t pretend to GET IT when you don’t.

Ask AGENCY to leave the room after a pitch.

People Listen to People NOT Ads

Be Culturally Connected

Don’t throw everything at the customer in an ad

Cannes Lions D&ADLondon International

TOP Regional Award ShowsTOP Regional Award ShowsTOP Regional Award ShowsTOP Regional Award Shows

ADfest

Spikes Asia

AWARD awards

The Work Annual