Understanding why and how GPJ needs to embrace digital

- Investment in content marketing and social media drives search queries, search volumes and visibility for its brand and the product.

- Investments in social content and social media marketing enhances brand recall and product awareness in the market.

- Social media complements employer branding and recruitment perfectly.

Why B2B & B2C brands embrace digital

- Create social media content or activation to enhance pre-event buzz and RSVP

- Create mobile tools like apps to raise interaction, engagement and content education of guests and visitors at the event.

- Create better after-sales / after-event customer support for client via social and mobile media we build and maintain for our clients.

How Can GPJ Help

Consumer oriented digital experiences including social media, apps and mobile devices are raising expectations for appealing B2B content and delivery

Corporate customers are consumerizing B2B marketing

Corporate Users = ConsumersOur corporate clients and end users are active participants in this space, behaving

like consumers even if they are in a corporate event or environment.

That’s why B2B brands especially need to adopt more entertaining and diverse digital and content marketing ideas as our clients consume digital content and social media - they are consumers themselves. Such content also has a longer shelf life in terms of interest value

and sharing potential and they act as digital branded media in their own right.

Event marketing is losing effectiveness due to digital channels and new consumer behaviour

7 out of 8 B2B sales meetings create zero value* for the buyer.

7 out of 8 B2B sales meetings create zero value* for the buyer.Source: Forrester Technology Sales Enablement forum, May 2011

* Value defined as “the salesperson clearly shows they understand my business issues and can clearly articulate to me how to solve them.”

Event marketing is losing effectiveness due to digital channels and new consumer behaviour

Search, SNS and peer-to-peer are replacing traditional engagement

“B2B buyer behavior has been changing dramatically over the last few years as buyers become more sophisticated, find new ways to gather information online and social media. 90% of business buyers say when they’re ready to buy, they’ll find you.”DemandGen reportshttp://www.optify.net/forms/b2b-content-marketing-trends-2012-survey-results

Social media reviews on brands impact decision making in Asia & China

Asia's business elite are turning to social media for news in increasing numbers, with Twitter and LinkedIn tied for fourth place on the international website rankings, according to Ipsos' annual Business Elite: Asia report.http://www.campaignasia.com/Article/316829,be-asia-2012-business-elites-read-social-sites-but-still-favor-traditional-media-news.aspx

BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL MEDIA

Digital is an opportunity:

The internet has become the C-suite’s top information source

Digital is an imperative:

If you are not found online, you are invisible to C-class decision makers

BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL MEDIA

Social media ramp up. CEOs

believe social media will become one of the top two ways to engage customers within five years, mainly at the expense of traditional media.

Social media ramp up. CEOs

believe social media will become one of the top two ways to engage customers within five years, mainly at the expense of traditional media.

BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL mEDIA

12

Corporate decision makers are embracing social

CXOsC-Suite Professionals

CXOsC-Suite Professionals

IT DMsIT Function AND Job title

Manager+

IT DMsIT Function AND Job title

Manager+

BDMsJob title = Manager+

BDMsJob title = Manager+

SMB DMsJob title Manager+ AND

co size < 50

SMB DMsJob title Manager+ AND

co size < 50

IN = 880k

ANZ = 385k

CN = 112k

JP = 44k

SG = 9k

IN = 97k

ANZ = 52k

CN = 20k

JP = 6k

SG= 1.4k

IN = 2.9M

ANZ = 1.3M

CN = 665k

JP = 158k

SG = 17k

IN = 132k

ANZ = 104k

CN = 27k

JP = 7k

SG = 2.4k

All APAC = 6.7M All APAC = 1.85M All APAC = 236k All APAC = 345k

9.1M prospects in APAC9.1M prospects in APAC

13

5. Corporate decision makers are embracing social

MessageCreative TVC / EventConcept

Mainstream

Shareholders

Consumers

Regulators

Vendors

Employees

B2B Media agnostic thinking simply does not work any more

In the past, marketing is a direct push to action messaging.

Information overload, numerous customer touchpoints and high exposure to unbiased third parties disrupts traditional marketing funnel strategies

B2B & B2C DECISION MAKERS form opinions based on multiple streams of information & conversations online

Digital & mobile media are disruptive

Wealth of information and third party opinion disintermediates vendors from stakeholders’ research and evaluation process.

People need to hear something multiple times – and from an array of media sources – to believe it.

Digital & mobile have fragmented media & attention span

HOW MEDIA FRAGMENTATION HAD CREATED A COMPLEX DIGITAL ECOSYSTEM

Digital advertising is moving from impression-based standalone executions to socialized or lifestyle driven experiences.

Past Present

BannersBrand

Web SiteEmail

Image: customer

Why lifestyle experiences are changing B2B to B2C2B marketing with the help of digital

Desktop Widgets

B2B marketing now mirrors B2C advertising

B2B marketing now mirrors B2C advertising

This has impacted campaign planning and thinking in the following ways:

Listen倾听

Listen倾听

Monitor监控

Monitor监控

Respond回复

Respond回复

Engage吸引

Engage吸引

Measure衡量

Measure衡量

吸引用户Attract clients

招募粉丝Recruit fans

集中宣传Create buzz

产品口碑Improve

brand sentiments

Why lifestyle experiences are changing B2B to B2C2B marketing with the help of digital

Create a more consumer-friendly approach

with attractive branded content and

immersive brand experiences…

on digital and mobile platform for

deep engagement with key target audience

From B2B to B2C2B marketing

From B2B to B2C2B marketing: Use of consumer-friendly content marketing channels

53% of the companies polled planned to increase their content production.

Imagine a media environment where your target audience provides undivided attention to the task or

content created by your brand.

Then imagine inventing new business and advertising practices that use game thinking or mechanics to engage staff and customers as effectively as a good game: http://www.youtube.com/watch?

v=lK_cdkpazjI#!

From B2B to B2C2B marketing: game-fication i.e. using game mechanics for eMarketing

Viral videos: Using a creative execution, the branding and communication integration is smartly done; stating the IBM’s eX5 always supports your business invisibly, symbolized by “behind the black curtain” helpers: http://v.youku.com/v_show/id_XNDMyNDI5NzM2.html

B2C2B marketing relies on sophisticated video marketing strategiesSuch as product, recruitment, coporate video initiatives

Blackberry loves their developer partners:https://www.youtube.com/watch?v=Wlsah

DuPont’s Science Stories: http://www.youtube.com/watch?v=b0qS9wKX998 B2C2B marketing relies on sophisticated video marketing strategies

K-Tron International, which makes gravimetric and volumetric feeders, pneumatic conveyors and size reduction equipment used in a wide variety of industries.

•Websites•Email Marketing•Webinars•Blogs•Social / Video•Mobile•SearchDriven•LocalSearch

K-Tron: 15 Years Online via B2C2B

From B2B to B2C2B marketing: integrated digital marketing i.e. search-website-email

Blogs that Link to K-Tron (2005)

Blogs Links and SEO

Web 3.0: Search Driven

Every Month, More than 60 % of ktron.com traffic Comes from Search Engines

Localized Websites for Local SEO

.de, .fr,

.ch,

.sg, …

eMail Marketing

Internal CommunicationRep-Com moved to digitalEmailed to our global rep network External Communication Pre-show eBlastsPre-technical seminar eBlastsIndustry-specific eNewslettersAll help drive traffic to the website

K-Tron‘s Websites = Leads for Reps

82% of leads from Internet

K-Tron websites = Leads for local offices

Nearly 20% of Internet leads are given a quote

Please Consider this document proprietary and strictly Confidential. The Concepts, methodology and information produced by George P. Johnson (A Project: Worldwide Agency) and Contained in this document shall not be used or adapted in any form,

either in part or as a whole without the written permission of George P. Johnson (A Project: Worldwide Agency). Copyright Reserved 2014.

本文档所述信息须严格保密。文档中所述创意概念、方法、信息属于 George P. Johnson (A Project: Worldwide Agency) 拥有的知识产权。未经 George P. Johnson (A Project: Worldwide Agency) 书面允许， 均不得以任何形式（无论局部或整体）使用。版权所有 2014 年

Please contact us directly if you wish to learn more about GPJ and the Project Worldwide Group of Companies.Joe Wong, Business Director, Integrated Marketing Services (Greater China). E: joe.wong@gpj.com