Post on 14-Jan-2015
description
Hubbing Digital Marketing
Demystified
by ben
Group CEO, Yolk(at)Grey
Chief Digital, Grey Group
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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
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We DON’T have all skillsets in every market
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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
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Airlines Retail Technology
& Online FMCG Automotive Property &
Leisure Consumer Electronics Finance
Telco Entertainment
And still push boundaries to make our brands Famous
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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?
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1. The Hub Must be Strong…the spokes just need to be local
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•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
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Just one more example
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Our 10 mins are up
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