CDO Conclave 2016 Presentations Part 3

1 | Titre de la présentation I

30 Septembre 2014

MENTION DE CONFIDENTIALITÉ

USING MOBILE APPS TO ADVANCE CANDIDATE

ENGAGEMENT & IMPROVE CONSUMER INSIGHT

ARI FADYLHEAD OF DIGITAL TRANSFORMATION & INNOVATION

AXA INDONESIA

Where are we today and where are we going ?

2015

On DIGITAL TRANSFORMATION

“If the last decade has been the playground of the digital start-ups, the coming

decade will see the emergence of the traditional companies as the digital

giants.”

- Accenture Technology Vision 2014

#DigitalTransformationIt’s not just about Technology, it’s about Customers

A New Age where Customers Are Truly Kings

Source: The Age of The Customer, Jim Blasingame 2014

How to Win in The Age of Customers

Source: Forrester Research, Inc. 2013c

#IndonesiaUtilising mobile apps to capture in the moment

experience in a hypersocial, mobile-first nation

Less than 3% of the population have Insurance

Got Insurance in Indonesia ?

Why focus on Digital? Indonesia is on the move!

TOP FACEBOOK CITIES (million users)

TOP TWITTER CITIES (% of global tweet)

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Indonesia 2013

Indonesians are constantly searching

for Health Information

Indonesians are constantly searching

for Health Information


Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, April 2011

POP Quiz:

What is today’s most

expensive keyword to

buy in GOOGLE SEM in the US ?

Important to be ALWAYS ON, in SEARCH

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, April 2011

Digital Channels is the #1 information source utilized by Indonesians before purchasing INSURANCE

Indonesian Health Insurance Consumer Journey


How can we always be present at Zero Moment Of Truth ?


The Solution:

Always On Content Marketing Strategy

Creating ‘humanised’ content that relates with consumers needs available

on mobile first.

Showcase:How AXA Indonesia’s

Multichannel

Content Marketing

Strategy is

driving SALES

1. Define your target audience & develop an in-depth understanding of

their problems and buying questions

2. Figure out the best way to solve your audience’s problems

3. Become a trusted source of information for your target audience

4. Develop an online presence that contains relevant content

5. Make it easy for your audience to transition from learning to buying

from you

Content Marketing Success Strategies

to Generate Sales Leads for Conventional Channels

#GamificationReviewing gamification as means to increase

engagement and survey completion

AFTERBEFORE

1-WAYENGAGING

INNOVATIVE

Our 1st Gamification Experiment

2828282828282828282828282828282828

What ?Gamification is exciting

because it makes the boring

stuff exciting.we needed a unique and engaging way to educate consumer

about our superior investment product in the market.

How ?The Crazy Cash took < 3

months to develop. Also

supported with innovative

Paid Media execution with

gamified rich media banners.

Where ?We built the game with

multiple platform experience

in mind.

Advertisement is now

showcased as Google

Rich Media Banner

Global Innovation.

http://www.richmediagallery.com/gal

leryDetail/?id=35932

http://www.richmediagallery.com/galleryDetail/?id=35932

Gamified Investment Campaign Integrated TVC

3030303030303030303030303030303030303030303030303030303030303030303030303030

The Crazy Cash 2.0(iOS & Android Platform)

Built-in User Data Profiling Engine

Want to unlock extra content ?

Answer lifestyle questions that is built

seamlessly within the gaming

experience.

Global Leaderboard

Integrated with Facebook

connect to compete against

global players or your close

friends

New Currency Characters

Dollars The Euros The Pounds The Yens The Rupiahs

#FutureEvaluating available app-based research methods to

prescribe future solution

#Takeaway

Clearly define who owns digital.

Create the business case for digital. Show how it increases revenue or increases profit (or both).

Build an executive team that is Digital First (when problems arise, the first solution is always digital) another executive team that is Mobile First (when linking to customers, the first alternative is always mobile).

Make sure there is a Digital Champion on the Board of Directors. If the board has a low digital IQ, the company will have a low digital IQ.

Figure out where the business will be most disrupted, and send the digital troops there. Don't spread them everywhere -- go where the fight is

Mobile and Gamification should never stand alone – the key is integrationfrom engagement to sales.

Source: Forrester

Tips to Successfully Drive Digital Transformation

Thank You

Fawwaz Qadan

Beware Of The Shark Fin

Innovators Early Adopters Early Majority Late Majority Laggards

ADOPTION BY DIFFERENT SEGMENTS OVER TIME

Network effects mean most of the benefits go to

early adopters, who disrupt traditional ways of

working

Source: Accenture

Suite

Applications

S/4HANA

Platform

HANA Platform

VORA

any DB Hadoop

Icon

Analytics

C4A

BOBJ

ExtensionsApplications

IoT

HANA Cloud Platform

(Micro-) Services

IoTPlatform

Identity Management

Business Network

CEC

Digital Transformation

Balance the needs of today with a vision of the future

New

Customer ExperiencesNew

Value Creation Models

New

Business Models

New

Customer Experiences

Omnichannel Personalization

8 million members of Nespresso

club

200,000 orders per day

20 different languages

200 Nespresso stores

New

Business Models

45

Kaeser CompressorsEnabling Predictive Maintenance

A global leader in air

compressors

≈€500 million, 4,800

employees, 50 countries,

partners in additional 60

countries

Kaeser Kompressoren – Just buy the air, not a compressor

46© 2015 SAP SE or an SAP affiliate company. All rights reserved.

New

Value Creation Models

How can you put more containers in the port

if you cannot get more physical space?

© 2014 SAP AG. All rights reserved. 50

Design

Thinking

Cut across existing

silos, start with the

customer, outside-in

The World Has Changed.

What Are YOUR Next Steps To Transform Your Business?

Thank You!

Fawwaz Qadan

Gaurav OberoiGlobal Head – Digital Marketing & eCommerce

Dabur International

Moving Traditional Business to Digital Age to Increase Profits

Gaurav Oberoi

My Last Name Obe (RoI) speaks about RoI focus

3 Times Entrepreneur

- Founded Internet Travel Start-up in 2007 out of college hostel & Sold

in 2010

- Founded Digital Academy in 2012 which got acquired in 2015

- Founded Digital Agency in 2013, which got merged with GroupM India

First Official Regional Trainer for Google Partner Academy (India) in 2013

Current: Global Head: Digital Marketing & eCommerce, Dabur International

Contact: [email protected]

www.GauravOberoi.in

linkedin.com/GauravOberoi @ogaurav

mailto:[email protected]

http://www.GauravOberoi.in

130 Years Old

Started from India

International HQ: Dubai

World’s Largest / Oldest Ayurvedic Medicine Company

$7 Billion (Market Cap)

3rd Largest FMCG Company in India

Presence across 125 countries

Popular Brands: Dabur Amla, Vatika, Dabur Chyawanprash, Hajmola,

Odomos, DermoViva etc

About Dabur International

Process Driven

Business Legacy

Multiple Stakeholders

Carries a Brand Equity

Controlled Strategy

Tried & Tested Approach

Passed Tough Phase

Typical Traditional Business

Digital is in the ‘Air’

Commonly Seen in: Meetings | Brand Plans | Business Strategy

Why Are you

If digital media is so lucrative and

measurable, why are traditional

companies so reluctant to adopt it?

Mindset

Average Number of Years of Experience for C-Level - 15+ Years

Change: Traditional Companies are accepting Age Gap in Management Committee.

ApproachDigital is a new Division in the company. Just like Media Division.

Organization Approach

Digital Marketing is a “New Department”

Change: Digital is a new way of thinking & doing business. It is the center of a business

strategy and is driven from the Top!

Business

Strategy

Digital

Strategy

ConfidenceOldest | Best | Heritage | Brand Equity | Loyalty

Management Challenges:

We should wait for more players to join the game, we are too big to get impacted.

Change: Digital Transformation is driving the change to gain Leadership Position.

“You Press the Button, we will do the rest”

Largest Camera Manufacturer went bankrupt in

2013.

Digital = MarketingDigital is Advertising Medium

Digitalization Process

Digital is an Advertising medium to increase brand awareness or sales

Digital

HR

Sales

Finance

Marketing

Logistics

External StakeHolders

Distributers

Retailers

External Stakeholders

Digitalization is a company wide

approach to increase

effectiveness.

Sales

• Automation

• Forecasting

• Reporting & Analysis

HR

• Employee Relations

• Hiring

• Database Management

Finance

• Pricing Structures

• Accounting

*Important to have Technology

Partner

‘We Economy’Together developing products

• Focused Group to Real

Time Interactions

• Sampling to Active

Involvement

• Backward engineering to

need based development

• Anticipating to Regular

Listening

‘Content Economy’From Brand Information to Content for Users

Migration from brand websites to category specific content portals:

• Do It Yourself Content (Posts, Videos)

• Infomercials

• Product information

• Expert Advice

• Consumer Forum

My Beauty Naturally: Beauty Content Portal

Oilopedia: Oiling Regime

Dabur Dental Care: Oral Care Portal

Herbalista: Herbal Lifestyle

‘Virtual Economy’Using Cloud Technology for Internal Collaboration

130 Years of legacy

125 Countries

Global Offices

Designing Studios

External Agencies

Marketing Campaigns

Tons of

Content

Cloud Collaboration

Inventory Management

‘Real Time Economy’Giving consumers a choice to buy when, where, what they want to buy

Myth:

- Consumers don’t pay through Credit Card

- Shampoos don’t sell online

- Shopping is a habit

‘Listening’Listening to consumers proactively & continuously

• Consumer Complaints

• Consumer Feedback

• New Product Ideas

• Product Improvement

• New Market Analysis

• Competition Strategies

• Campaign Strategies

How I made $1 mn by effectively using Social Media Listening Tool

‘Big Data Economy’Integrating data from all sources to make sense out of it

• Using BI Tools

• Integrated with ERP

• Social Media

• Customer Data

• Employee Performance

• Sales Data

• Finance Data

• Marketing Data

• Competition Data

• Industry Data

‘Conversation Marketing’Integrating data from all sources to make sense out of it

https://www.youtube.com/watch?v=QomoNyfkqvg

https://www.youtube.com/watch?v=QomoNyfkqvg

‘Influencer Marketing’Let Right person speak! She is your Brand Ambassador

• Subscription Box

• Social Media Influencers

• Consumer Activations

‘Personalized Marketing’Speak what she wants to listen to!

Able to Show Relevant & Highly

targeted ads to the consumers.

At the right time & at the right

medium

• Using Programmatic Buying

• CRM Based Retargeting

• Integrating with API

Leading Traditional companies are no longer thinking only about using

technology to transform themselves into a digital business.

They are thinking about how to combine their industry expertise with the

power of digital technology to reshape their markets and define their new

role in a “We Economy”.

Email: [email protected]

linkedin.com/GauravOberoi @ogaurav

mailto:[email protected]

CDO Conclave 2016 Presentations Part 3

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Transcript of CDO Conclave 2016 Presentations Part 3