digital breakfast with jack presentation deck

+ 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

THERE IS NO ONE-SIZE-FITS-ALL SOLUTION!

DIGITAL COMMUNICATIONS WHAT DO YOU THINK OF WHEN YOU SAY „DIGITAL‟?

digital

Search

Social

Content

Analytics Media

Web

Mobile


digital

Search

Social

Content

Analytics Media

Web

Mobile

Web

The default, but not the only thing that digital communications is about


digital

Search

Social

Content

Analytics Media

Web

Mobile

Mobile

Increasingly the way your audience will be accessing your online event content


digital

Search

Social

Content

Analytics Media

Web

Mobile Analytics

Providing the mechanism to measure the „return on experience‟ of your event


digital

Search

Social

Content

Analytics Media

Web

Mobile

Search

Your first impression of a brand or an event –influenced by social media


digital

Search

Social

Content

Analytics Media

Web

Mobile

Media

Paid, earned or owned – all need to contribute to a successful digital event


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

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.

DIGITAL TOUCH POINT STRATEGY 3 KEY AREAS OF EXPERIENTIAL FOCUS

PRE-EVENT

ON-SITE

POST-EVENT

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


This places it behind a frame

to ensure consistent placement

and sizing across all slides.

BP






of image: 5.4” x 6.5”)


now hidden behind


your image and



a frame to ensure


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





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

P&G

Social Media

Properties

SmartPhone and Tablet Friendly

(HTML5)






of image: 5.4” x 6.5”)


now hidden behind


your image and



a frame to ensure


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.




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






of image: 5.4” x 6.5”)


now hidden behind


your image and



a frame to ensure


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.




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.

SAMSUNG JET LAUNCH






of image: 5.4” x 6.5”)


now hidden behind


your image and



a frame to ensure


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

”


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






of image: 5.4” x 6.5”)


now hidden behind


your image and



a frame to ensure


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


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

”


a frame to ensure



1.7”

2.0

”

1.7”

2.0

”


over any of these

grey areas.

1.7”

2.0

”


your image as





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


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

”


a frame to ensure



1.7”

2.0

”

1.7”

2.0

”


over any of these

grey areas.

1.7”

2.0

”


your image as





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

JUST A TIP!!! DON‟T FORGET TO MODERATE YOUR LIVE ONLINE CONTENT…

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!

SPEAKER BIOS

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

http://www.devriespr.com/

http://www.futurebrand.com/

http://www.golinharris.asia/

http://www.jackmorton.com/

http://www.octagon-asia.com/



http://www.webershandwick.asia/

http://www.linkedin.com/in/jonwadeuk

EVENT PHOTOS