Hubbing Digital Marketing

Demystified

by ben

Group CEO, Yolk(at)Grey

Chief Digital, Grey Group

1

What brands love to ask at the end of a kick-ass

regional digital pitch

1. But you are only in Singapore, Malaysia, Indonesia, China and

India…how about all the other markets?

2. Digital knowledge within our marketing teams and the audience differs

from market to market, then how do we get efficiencies if one-size cannot

really fit all?

3. Markets are all doing their own thing! How do we ensure that we get

regional consistency but not lose market nuances?

We need a digital agency that

has all skillsets in every market,

can come up with different campaigns suited to markets,

but still get cost efficiency,

while maintaining consistency and market relevance

2

We DON’T have all skillsets in every market

3

Skeleton Teams / Partnered Agencies • Japan • Australia • Vietnam • Philippines • Thailand • etc

Centers of Excellence (full spectrum) • Singapore • Malaysia • Indonesia • Chine • India

Yet we achieve effective results for Top Brands across markets

and varied consumer segments

4

Airlines Retail Technology

& Online FMCG Automotive Property &

Leisure Consumer Electronics Finance

Telco Entertainment

And still push boundaries to make our brands Famous

5

Best Use of Display – Silver Oscar Charades (Star TV Network)

Best Use of Display – Bronze anything4jetta (Volkswagen)

Best Viral Marketing Campaign – Bronze anything4jetta (Volkswagen)

Best use of Online Marketing - Bronze anything4jetta (Volkswagen)

Best use of Social Media - Bronze anythingj4etta (Volkswagen)

Euro Effies for “Incredible India” - 2006

Finalist at One Show Interactive – 2009

Webby Award – Finalists 2010, Jury Award - E-mail Marketing – 2009 Webby Award – Winner – 2008 Webby Award – Honoree - 2008

Finalist Marketing Magazine Digital Agency of The Year Singapore in 2010 and 2012

1 Silver 3 Bronze 3 Finalists

Silver Effie for Qatar Airways “Tweet-a-Meet” - 2013 Cannes

Bronze “Best Use of Media” Lion for “Lend an Eye” Bronze “Craft – Photography” Lion for Duracell “Doll, Dog, Robot”

Singapore Press Holdings iink Awards Creative Agency of the Year 2013 Grand Prix Award, 2 Golds, 1 Silver, 1 Bronze

• Won Lenovo PC Business across 6 markets in SEA in Jan 2012.

• Tasked to strategize and manage the regional digital plan and KPI achievement

• This involves coming up with Regional Creative Campaigns which are then localized and executed on a local level by working with local digital agencies

• Exceeded all KPIs and was awarded Mobile Business in 2013

• Awarded HongKong, Taiwan, Korea in 2013

It can be done

How?

7

1. The Hub Must be Strong…the spokes just need to be local

8

•Target Audience Research & Analytics

•Digital Strategy, Creative & Communication Planning

•Digital Media & Social Media Planning

•User Journey Planning

•Digital Media Creative Production

•Digital Campaign Creative Production

•Social Content Production

•Web & Mobile Application Development

•Website development & Content Management Platforms

•Community Platform Development

•E-CRM & E-Commerce Platform Development

•Social Media Monitoring

•Social Media Engagement

•Influencer Engagement

•Digital-Ground Activation

•Campaign Performance Reporting

•Social Sentiment Reporting

•Website Performance Management Digital Account and Campaign Management

•Technical Support, Server Provisioning, Web-Mastering

•Content and Creative Support Integrated & Omni-channel

Digital Planning

Digital Campaign Production

Digital/Mobile Programmes

and Platforms

Social, Media &

Activation

Management, Analytics & Operations

Singapore

• Yolk Local team

Malaysia

• Yolk Local Team

Philippines

• Local Agency

Thailand

• Local Agency

Vietnam

• Local Agency

Indonesia

• Local Agency

Managed by a regional team which coordinates with each markets vendor or creating a team

where necessary

Social Engagement Support

Facebook Management Co-Marketing Social Campaigns

Planning, Creative & Content

Global Adaptations, Regional Origination, Localisation Toolkits

Yolk Regional Management Team

Monthly Analysis & Recommendations

Request Handling & Management

Monitoring Digital Strat Planning &

Creative Direction

2. Have a honest and collaborative digital network to deliver Lenovo SEA – PC Business

April 2012

July 2012

Oct 2012 Jan 2013 April 2013

July 2013

Oct 2013 Jan 2014

AS

EA

N

SIN

GA

PO

RE

TABLET

YOGA A720

BUDDY UP CHARACTER

CHART

STREET

HUNT

TOUCH

MOMENTS

HORIZON

STARCRAFT II

Conversation Calendar, Social editorial Guidance, Facebook Ads, KPI & Recommendation

3. Give your regional DAOR full mandate to find

efficiencies and touch market audiences

4. Enable with Toolkits…but Manage with reporting

11

Just one more example

12

Our 10 mins are up

13