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MSLGROUP Asia Social

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An introduction to MSLGROUP Asia's social capabilities and credentials. For more, visit http://asia.mslgroup.com

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Page 1: MSLGROUP Asia Social

MSLGROUP Asia Social!

Page 2: MSLGROUP Asia Social

Trusted advisors and creative storytellers in the always on conversation!

MSLGROUP is Publicis Groupeʼs flagship specialty communications and engagement network.!

Boundless in everything we do:!

Creativity !•  Building brands

through creative engagement !

Channels!•  Unbound by channel,

holistic approach!Geography!•  Global reach, local

insight!Culture!•  Passionate,

collaborative, courageous!

Unparalleled network of strategic and specialized communications agencies!

Diverse capabilities Top five global PR network with more than 3,000 employees in more than 20 countries.!

Page 3: MSLGROUP Asia Social

MSLGROUP Asia Social strategy!

Page 4: MSLGROUP Asia Social

MSLGROUP Asia Social strategy!

We have designed the MSLGROUP Asia Social strategy to integrate social into all our services and client engagements, to strengthen the entire network, not only the social/ digital teams.!

Focus on social, not digital or

mobile!

Focus on integration, not

standalone social!

Become best-in-class in social for

corporate!

Build deep capabilities in Plan and Engage, and partner for Build, except in India!

Focus first on existing clients, then integrated pitches, then social pitches!

Build deep capabilities in social for employee engagement, crisis management and CSR!

Page 5: MSLGROUP Asia Social

MSLGROUP Asia Social beliefs!

Page 6: MSLGROUP Asia Social

Belief: Social is about disruption!

Social is fundamentally and irrevocably changing societal values, attitudes towards brands and consumption behaviors.!

Societal values!

Attitudes towards brands !

Consumption behaviors!

Page 7: MSLGROUP Asia Social

Social is changing societal values!

“If [social media activists] can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds.”!! PAUL POLMAN, CEO, Unilever!!Photo from untitlism on Flickr!

Page 8: MSLGROUP Asia Social

Social is changing attitudes towards brands!

“Consumers are beginning in a very real sense to own our brands and participate in their creation … We need to begin to learn to let go.”! ! A.G. LAFLEY, Former CEO and Chairman, Procter & Gamble !

Photo from Photo Extremist on Flickr!

Page 9: MSLGROUP Asia Social

Social is changing consumption behaviors!

“The old model was informing, persuading and reminding, the new model is demonstrating, involving and empowering.” !! MITCH MATHEWS, Former SVP of Central Marketing, Microsoft!

Photo from halderman on Flickr!

Page 10: MSLGROUP Asia Social

Belief: Social is about participation!

Social is less about technology tools or media channels and more about the co-creation, collaboration and conversations they enable.!

Conversations!

Collaboration! Co-creation!

Page 11: MSLGROUP Asia Social

Social is about conversations!

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”!! SCOTT COOK, Founder and Chairman, Intuit!

Photo from ngmmemuda on Flickr!

Page 12: MSLGROUP Asia Social

Social is about collaboration!

“The opportunity for businesses today is to become networks—with a culture of collaborative innovation, stewardship and integrity.”!! FILIPPO PASSERINI, Former President, Procter & Gamble!

Photo from pochacco20 on Flickr!!

Page 13: MSLGROUP Asia Social

Social is about co-creation!

“We are all getting used to the idea of co-creation of content. But are we ready for the notion of co-creation of brands?”! IVAN POLLARD, VP Global Connections, The Coca-Cola Company!

Page 14: MSLGROUP Asia Social

Belief: Social is about integration!

Social is most effective when itʼs deeply integrated into technology platforms, marketing programs and business processes.!

Technology platforms!

!(Design for

participation)!

Marketing programs!

(Movement marketing)!

Business processes!

(Collaborative innovation)!

Page 15: MSLGROUP Asia Social

Integrate social into technology platforms!

“Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now itʼs the people who are in control.” RUPERT MURDOCH, Chairman and CEO, News Corporation!

Photo by Ben Chau on flickr!

Page 16: MSLGROUP Asia Social

Integrate social into marketing programs!

“We look for insights that represent human truths, motivations and tensions that only our brandsʼ benefits can solve. That spark can create big ideas that can then invite their participation. At its best, it can inspire movements where people advocate on your brandʼs behalf.”!!MARK PRITCHARD, Global Brand Building Officer, Procter & Gamble!Photo from seyyed_mostafa_zamani on Flickr!

Page 17: MSLGROUP Asia Social

Integrate social into business processes!

“We listen, learn and then improve and innovate based on what our customers want.”! ! MICHAEL DELL, CEO and Chairman, Dell!

Photo from xavitalleda on Flickr!!

Page 18: MSLGROUP Asia Social

MSLGROUP Asia Social offering!

Page 19: MSLGROUP Asia Social

MSLGROUP Asia Social offering!

We have created a strong offering integrating 1) strategic planning unbound by channel 2) intuitive understanding of emerging social technologies and 3) creative storytelling and community engagement.!

1. PLAN!Insights, Strategy, Training!

2. BUILD!Social Platforms,

Applications, Profiles!

3. ENGAGE!Content,

Community, Conversations!

Page 20: MSLGROUP Asia Social

MSLGROUP Asia Social Plan offering!

Integrated strategic planning approach, unbound by channel, supported by deep vertical expertise in consumer activation, corporate reputation, and employee engagement.!

1. PLAN!Insights, Strategy, Training!

2. BUILD!Social Platforms,

Applications, Profiles!

3. ENGAGE!Content,

Community, Conversations!

- Insights: Distill actionable insights and foresights from conversations and communities via our Peopleʼs Lab insights and innovation approach.!!- Strategy: Create purpose-driven positioning, platforms and programs to inspire, organize and energize stakeholders, via our Social Heartbeat planning approach.!!- Measurement: Link back participation and action to business objectives via our VERITE measurement approach.!!- Training: Design training and change programs to integrate social into technology platforms, marketing programs and business processes via our Social Integration approach.!!- Crisis Preparedness: Build enterprise capabilities to plan for and manage crisis situations via our Crisis Curve approach and crisis simulation tool. !

Page 21: MSLGROUP Asia Social

MSLGROUP Asia Social Build offering!

Intuitive understanding of emerging social web and mobile technology platforms and consumer behavior, supported by global design studio hubs that provide 24X7 support. !

1. PLAN!Insights, Strategy, Training!

2. BUILD!Social Platforms,

Applications, Profiles!

3. ENGAGE!Content,

Community, Conversations!

- Community Platforms: Design and develop private or public, web or mobile community platforms, via our Peopleʼs Lab crowdsourcing platform.!!- Social Applications: Design and develop social applications using the Facebook, LinkedIn and Twitter and Renren APIs.!!- Social Network Profiles: Create and manage brand profiles on Facebook, Twitter, LinkedIn, RenRen, Sina Weibo, YouTube, Youku and SlideShare.!!- Websites and Blogs: Design and develop simple yet powerful websites and blogs using the Wordpress platform.!!- Search Optimization: Create keyword-rich content and link architecture for higher search rankings.!

Page 22: MSLGROUP Asia Social

MSLGROUP Asia Social Engage offering!

Creative storytelling around big purpose-inspired ideas, supported by proprietary community engagement tools and a global network of trained community managers.!

1. PLAN!Insights, Strategy, Training!

2. BUILD!Social Platforms,

Applications, Profiles!

3. ENGAGE!Content,

Community, Conversations!

- Creative Storytelling: Create and crowd-source stories that are rooted in purpose, shaped by insights and unbound by channel.!!- Community Engagement: Create triggers for community members to participate and act, on the community platforms owned by the brand.!!- Influencer Relations: Map and engage online influencers to catalyze participation and action.!!- Social CRM: Track and participate in conversations related to the brand on the social web.!!- Social Ads: Leverage targeted social advertising on Facebook to support owned media and earned media.!

Page 23: MSLGROUP Asia Social

MSLGROUP Asia Social planning frameworks!

Page 24: MSLGROUP Asia Social

Social Integration Journey planning framework!

Helps corporations build enterprise capabilities for social by integrating social into their technology platforms, marketing programs and business processes, to drive strategic change and real ROI.!

1!

Platforms! Programs! Processes!

Inaction!

Incubation!!

Integration!

Create a static campaign or country microsite!

2! Create a company page on Facebook or Twitter!

3! Create a Facebook contest or a Twitter influencer program!

4! Integrate social into technology platforms!

5! Integrate social into marketing!programs!

6! Integrate social into business processes!

Page 25: MSLGROUP Asia Social

The role of paid, owned, earned media!

Paid, owned, earned media have distinct roles to play for different stakeholders. Our approach it to create owned media platforms that are unbound by channel and fully leverage earned media and paid media.!

- TV or print media coverage!- Online media coverage!- Blogger coverage!- Third-party recommendations!- Word of mouth!- Newsletter & website sign-ups!- Event sign-ups!- Social media conversations!- Community management!

- TV & print advertorials!- TV, film & print product placements!- Event & tradeshow sponsorships!- Celebrity & influencer endorsements!- Website tie-ups!- Social & search ads!!

- Brand identity & voice!- Press releases & press conferences!- Whitepapers, reports & infographics!- Events, roundtables & webinars!- Influencer meet ups!- Websites, apps & social media channels!

EARNED !MEDIA!

(For advocates)!

PAID !MEDIA!

(For strangers)!

OWNED !MEDIA!

(For familiars)!

Page 26: MSLGROUP Asia Social

VERITE approach for measurement and ROI!

Helps corporations links back participation and action to business objectives.!

Alignment with the brand persona and messages!

Involvement of relevant influencers with the brand!

Positive perceptions for the brand!

Effectiveness of brandʼs owned media platforms!

Impact in terms of business objectives!

Advocacy for the brands by relevant influencers!

Ratio of core, peripheral and irrelevant messages!

Comments, links, likes, shares, retweets, mentions, embeds!

Ratio of positive, neutral and negative stories!

Increase in followers, fans, opt-in subscribers, registered members!

Business leads, store walk-ins, event attendance!!

Recognition, referrals, recommend-ations!

V! É! R! I! T!Voice! Engagement! Reputation! Influence! Target! Evangelism!

É!

Page 27: MSLGROUP Asia Social

Social for consumer activation!

“What we really need is a mindset shift that will make us relevant to todayʼs consumers, a mindset shift from ʻtelling & sellingʼ to building relationships.”! JIM STENGEL, Former Global Chief Marketing Officer, Procter & Gamble!

Design purpose inspired movement marketing platforms and programs; run online talent hunt or reality show contests; or invite consumers to participate in co-creation and ideation contests.!

Page 28: MSLGROUP Asia Social

Social Heartbeat planning framework!

Helps brands design powerful purpose-inspired platforms and programs to inspire, organize and energize people around a shared purpose.!

Shared purpose or Social Heartbeat to inspire people!

Long-term online-offline platform to organize people!

A series of short-term programs to energize people!

1! 3!2!

3) Purpose!

1) Benefit!

2) Bridge!Consumer Journey!

3) Purpose!

1) Benefit! 2) Bridge!Paid!

Owned!

Earned!

Page 29: MSLGROUP Asia Social

Social for corporate reputation!

“If a company, or even its chief executive, doesnʼt have a presence on social networks today, that company risks not being in the conversation at all.  Over time, I believe, that can be fatal to a business.”!! BRIAN J DUNN, CEO, Best Buy!hoto from h.koppdelaney n Flickr!!

Design multi-stakeholder engagement programs around a shared purpose; build thought leadership via a corporate blog or microblog; or invite professional to participate in a community of practice.!

Page 30: MSLGROUP Asia Social

Social for crisis communications!

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”!! JEFF BEZOS, CEO, Amazon!Photo from alancleaver on Flickr!!

Plan for crisis scenarios via a crisis simulation workshop; track influencers and sources for early warning signals; and build enterprise capabilities to effectively respond to crisis situations in real time.!

Page 31: MSLGROUP Asia Social

Crisis Curve planning framework!

Helps corporations map out, plan for and build capabilities to manage crisis scenarios across the four stages of the crisis curve. !

Atte

ntio

n!

Time!

1!

2! 3!

4!

0! Before Crisis: Plan for crisis scenarios!

Flash Point: Track early warning signals! !

Spotlight: Plot heat map of crisis flows! !

Blame Game: Shape narrative via owned media!

Resolution: Optimize for search results !

Page 32: MSLGROUP Asia Social

Social for employee engagement!

“The successful companies of the future will be those that integrate business and employeesʼ personal values. The best people want to do work that contributes to society with a company whose values they share, where their actions count and their views matter.”! JEROEN VAN DER VEER, Committee of Managing Directors, Shell!

Co-create an employee value proposition with your employees; transform employees and alumni into ambassadors; and attract and recruit top talent.!

Page 33: MSLGROUP Asia Social

Talent Engagement planning approach !

Helps corporations engage talent across the employee lifecycle, to enable business goals, brand promise or organizational change. !

1! 2!

3!4!

!Create an EVP or Employee Value Proposition around Purpose, Personality and Potential!

!To deliver on Business goals, Brand promise or organizational Change!

!Using a boundless range of high-tech and high-touch tactics!

!Before, During or After their association with your brand!

WHAT!

HOW!

WHY!

WHEN!

Page 34: MSLGROUP Asia Social

MSLGROUP Asia Social team!

Page 35: MSLGROUP Asia Social

MSLGROUP Asia Social team!

MSLGROUP Asia has created a truly integrated Social offering across the Plan-Build-Engage phases, with over 50+ dedicated staff in Asia, including 25+ staff each in India and Greater China.!

Parveez Modak,!Mumbai!

Narendra Nag,!Delhi!

Sohini Sengupta,!Mumbai!

Siddhangana Karmakar,!Bengaluru!

Gaurav Mishra,!Mumbai/ Shanghai/ Singapore!

Yohei Kogami, Tokyo!

Derek Dong, Beijing!

Stephy Liu, Beijing!

Yeqing Yang, Shanghai!

Suryasen Kundu, Delhi!

Page 36: MSLGROUP Asia Social

MSLGROUP Asia Social training!

We have designed a three-level approach to recruit and train our staff to realize our Social strategy. !

1. Social !specialists!

2. Social strategists!

3. 100% social for all staff!

Dedicated staff, focused on “build” and “engage”. 50+ across Asia in 2011, to grow to 60-80 in 2012.!

Senior staff, focused on “plan”. 15-20 across Asia in 2011, to grow to 50+ in 2012.!

All other staff, who can contribute to “plan” and “engage”. 20-25 across Asia in 2011, to grow to 200+ in 2012.!

Page 37: MSLGROUP Asia Social

MSLGROUP Asia Social training!

We have designed specialized training programs for each of these three groups, delivered via in-person workshops and online share sessions.!

1. Social !specialists!

2. Social strategists!

3. 100% social for all staff!

- Social CRM tools!- Measurement tools!- Design/ development!

- Planning & pitching!- Crisis management!- Social for X practice !

- Creative storytelling!- Influencer relations!- Social engagement!

Page 38: MSLGROUP Asia Social

MSLGROUP Asia Social case studies!

Page 39: MSLGROUP Asia Social

Case Study: Dell Go Green Challenge in India!

Source: http://facebook.com/dellgogreen !

In 2010, Dell created a challenge for design students and others to share ideas on how to redesign, reuse and recycle gadgets to make them go green.!

Page 40: MSLGROUP Asia Social

Case Study: Royal Challengers Bangalore!

Source: Royal Challengers Bangalore!

Indian cricket club Royal Challengers Bangalore has build a highly engaged community with more than 500,000 fans and regular content created by players, experts and fans.!

Page 41: MSLGROUP Asia Social

Case Study: ebay India!

Source: http://www.facebook.com/ebaydotin!

ebay India has created an engaged community of more than 1,100,000 fans on Facebook, using a series of applications and contests.!

Page 42: MSLGROUP Asia Social

Case Study: Sony Ericsson!

Source: http://www.facebook.com/sonyericsson.in!

Sony Ericsson India has created an engaged community of more than 750,000 fans on Facebook, using a series of applications and contests.!

Page 43: MSLGROUP Asia Social

Case Study: Ernst & Young!

In 2011, Ernst & Young China created an integrated campus recruited campaign with on-campus events, a case study challenge and a Renren campus page as the hub.!

Page 44: MSLGROUP Asia Social

Case Study: Alpenliebe Acts of Kindness Movement in China!

Source: http://acandy.renren.com http://page.renren.com/alpenliebekindness !

In 2011, Perfetti created a platform on Renren to inspire Chinese youth to appreciate, share stories about and engage in everyday acts of kindness. !

Page 45: MSLGROUP Asia Social

Case Study: Hong Kong Tourism!

Source: YouTube!

In 2010, Hong Kong Tourism Board created a YouTube based interactive love story shot in location in Hong Kong, to attract young people in Taiwan to vacation in HK in winter.!

Page 46: MSLGROUP Asia Social

Eastwei MSL China: Singapore Tourism!

In 2010, Singapore Tourism Board created contests on Sina Weibo, Kaixin001, Douban and BBS forums to encourage consumers to create compelling content about their favorite things in Singapore.!

Page 47: MSLGROUP Asia Social

Case Study: IKEA

In 2010, IKEA created a campaign on Sina Weibo and Kaixin001 to catalyze a conversation on childrenʼs education by innovatively showcasing its soft toy range.

Page 48: MSLGROUP Asia Social

How can we help you?!