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WHAT IF YOUR AGENCY CREATED A 100 DIGITAL EXPERIENCES INSTEAD OF ONE WEBSITE?

WHAT IF YOUR AGENCY CREATED A 100 DIGITAL EXPERIENCES INSTEAD OF ONE WEBSITE? . AUDIENCE LED BRAND PLANNING. RESEARCH IN REAL TIME. DIGITAL MINDSETS. MEASURES OF SUCCESS. INVOLVING INFLUENCERS. DIGITAL OPERATIONS. AUDIENCE AND CHANNEL PLANNING MULTIPLATFORM STRATEGY & CREATIVE

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WHAT IF YOUR AGENCY CREATED A 100 DIGITAL EXPERIENCES INSTEAD OF ONE WEBSITE?

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  1. WHAT IF YOUR AGENCY CREATED A 100 DIGITAL EXPERIENCES INSTEAD OF ONE WEBSITE?

  2. AUDIENCE LED BRAND PLANNING RESEARCH IN REAL TIME DIGITAL MINDSETS MEASURES OF SUCCESS INVOLVING INFLUENCERS

  3. DIGITAL OPERATIONS AUDIENCE AND CHANNEL PLANNING MULTIPLATFORM STRATEGY & CREATIVE TURNKEY PRODUCTION & DELIVERY REAL-WORLD INTEGRATION Digital Brand DevelopmentMobile & Appvertising Interface & Usability Design Social Media Activation & Engagement Market Research Audience Planning Metrics & Analytics 360 Production Asset Management Digital Distribution Digital OOH Retail Sales Promotion Customer service Integrated brand campaigns

  4. COLLABORATIVE STRUCTURE COLLABORATIVE WORKFLOW DIGITAL ARTS

  5. COLLABORATIVE STRUCTURE DIGITALRESOURCES

  6. CLIENTS

  7. CASES

  8. UAE FOOD EXPLORER THE UAE’S FIRST CROWDSOURCED DINING COMMUNITY MY MAJLIS THE WORLD’S FIRST RAMADAN BASED SOCIAL GAME Z PILOTS ACTIVATING YOUNG AUDIENCES WITH A FACEBOOK BASED RACING GAME CREATE YOUR TERRAIN ACTIVATING THE SUV COMMUNITY WITH THE WORLD’S FIRST MARKERLESS AUGMENTED REALITY EXPERIENCE HEALTHYMAGINATION LAUNCHING A BRANDED HEALTHCARE CONVERSATION IN KSA

  9. CREATE YOUR TERRAIN ACTIVATING THE SUV COMMUNITY WITH THE WORLD’S FIRST MARKERLESS AUGMENTED REALITY EXPERIENCE

  10. CONVENTIONNissan needed to engage consumers around their SUV family and drive home both key differences and features for each car. The convention in this region is to create a function led conversation that holds no lifestyle or usage value to consumers. INSIGHTThe SUV culture reigns supreme in this region and the SUV offroading community here is a very close knit and socially active both on and offline. DISRUPTIONCreateyourterrain- What better way to tap into the SUV consumer’s mentality than to help them create their own terrains and experience car handling on these terrains – driving home the message that not only do these cars handle all terrains, but even handle ones you can think of!

  11. VIEW INSTRUCTIONS FOR CREATING YOUR TERRAIN DRAW ON ANY PIECE OF PAPER AND HOLD UP TO WEBCAM CHOOSE A SUV WATCH YOUR SUV DRIVE ACROSS YOUR TERRAIN. ANSWER QUIZ DURING THE JOURNEY TO WIN! THE TERRAIN TEXTURE IS MAPPED TO YOUR DRAWING CHOOSE A TERRAIN TYPE: WADI/DESERT/MOUNTAIN

  12. HEALTHYMAGINATION LAUNCHING A BRANDED HEALTHCARE CONVERSATION IN KSA

  13. CONVENTION GE needed to engage consumers in KSA around healthcare to position themselves as a healthcare brand in this market. The brand conversation around healthcare in this market was negligible and what existed was short-term and promotional, driven by FMCGs. INSIGHT Inspite of the lack of availability of healthcare content and conversation, KSA’s forums and social platforms had users looking for answers. DISRUPTION The GE Healthymagination program – The first social media driven program of its kind, the program consists of the portal, Facebook/twitter/youtube channels and is integrated with onground events and activation. Uniquely, content is originated in Arabic and includes weekly online radio shows as well as articles and applications.

  14. www.healthymagination.me Localized healthcare content, topical issues and applications.

  15. www.healthymagination.me Community initiatives such as recipe sharing for better health.

  16. Social engagement Growing a community interested in healthcare on facebook, twitter and youtube. Close to 4000 fans in 8 weeks.

  17. RETAIL BANKING CONSUMER ENGAGEMENT ONLINE

  18. WEBSITE USER EXPERIENCE KEY DRIVERS • The following key drivers have been looked at briefly and compared with other regional bank websites. Key drives influence brand/service perceptions and have an impact on actual product conversions. • Visual clarity • Organization & NavigationOn par with regional bank websites • Product and information access and portabilityLack of social sharing for contentLack of mobile access to website • Platform for dialogue (preferably real-time)Lack of two-way platforms such as chat • Access to customer support onlineLack of customer support initiatives via website • Access to community platforms through websiteNo targeted community initiatives onsite – ex: home buyers community with sponsored content • Anywhere/anytime access to toolsNo access to tools and applications on mobile

  19. WEBSITE USER EXPERIENCE STRENGTHS WEAKNESSES Easy to use Clear information and menu access Web 1.0 traditional communication model – one way THREATS OPPORTUNITIES More or less on par with banks in the region and can become of the early adopters of Web 2.0 and capitalize on first movers advantage. Falling behind in social engagement, as banks continue to increase share of voice on social channels.

  20. CORPORATE INSTEAD OF CONSUMER WEBSITES One way information dissemination Corporate tonality

  21. SAME TYPE OF CONTENT: DIFFERENT APPROACH Restructure content to educate and engage consumers and provide clear call to action and cross referencing.

  22. RETAIL BANKING CONSUMER ENGAGEMENT ONLINE Web 2.0 Model Traditional Web Model Multiplatform engagement with specific roles defined for channels. website was positioned as the primary central engagement platform. CRM PLATFORMS CRM PLATFORMS SOCIAL MEDIA IN-BRANCH IN-BRANCH PRINT PRINT INNOVATION ACTIVATION BANK WEBSITE FULFILLMENT BRAND ENGAGEMENT SOCIAL MEDIA E-MAILERS COMMUNTIY BANK WEBSITE E-MAILERS WEB BANNERS WEB BANNERS TV UTILITY ANYWHERE/ANYTIME ACCESS (MOBILE) EASE OF USE TV APPVERTISING

  23. SOCIAL LANDSCAPE BANKS AND CONSUMERS IN MENA

  24. WHERE ARE CONSUMERS ONLINE? 15+ MILLION ARAB USERS ACROSS THE GCC 86% OF FACEBOOK BETWEEN 18-44 YEARS, REFLECTING A YOUNGER SOCIETY AT LARGE – DIGITAL NATIVES – 70% MALE BLOGS AND FORUMS ARE THE 2ND MOST POPULAR PLATFORMS NUMBER OF BLOGS HAS RISEN TO 152 MILLION BY 2010 5 MILLION VISITORS IN MENA - TWITTER GROWTH UP 104% > 95% OF MENA TWITTER USERS BELIEVE BRANDS SHOULD ENGAGE WITH CUSTOMERS ON TWITTER, > 9 OUT 10 SAY THAT TWITTER HAS AFFECTED THEIR PERCEPTIONS OF A BRAND OR COMPANY > 50% OF THOSE SURVEYED HAVE ACTUALLY BOUGHT A PRODUCT OR SERVICE AS A RESULT OF USING THE MICRO-BLOGGING SERVICE. 300,000 USERS ACROSS MIDDLE EAST 60% OF MENA USERS WATCH VIDEO CONTENT ONLINE SOURCES: SPOT ON PR SURVEY 2010 COMSCORE REPORTS 2010

  25. WHERE ARE CONSUMERS ONLINE? STANDARD CHARTERED BANK – 17,000 + FANS AND MULTIPLE SOCIAL PLATFORMS FOR VARIED COMMUNITIES AND PRODUCTS.

  26. DISCUSSION

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