WE Studio D APAC digital content marketing, insights and analytics - March 2013 - Zaheer Nooruddin

clients

STORYTELLING AS INFLUENCE

STORYTELLING

AS INFLUENCE

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SOCIALIZING CONTENT Approach:% • Evolved&from&standard&press&site& over&Eme& • Studio&D&serves&as&embedded& extension&of&small&MS&editorial& team& • Liaise&with&clients,&broadcast,& markeEng&groups& • Sync&content&amplificaEon,&assign& business&goal`targeted&CTAs& • ExecuEon:& " " "

•

Write,&opEmize&24+&pieces/year& Editorial&guidance&on&all&content& Edit/Web&Publishing&=&all&content&for& ~50&events/year&

Weekly&reporEng/analyEcs& "

Hone&content/approach&

Results:% • 1&million&monthly&visitors& • Swells&to&400k/week&for&big&news& cycles& • 60%&of&visitors&from&outside&U.S.& • Twiler&followers&up&19%&since& Aug&2010& • 5&½&minutes&=&av&Eme&on&site&

SOCIAL INFLUENCE SYSTEM THE SIS PROCESS WHEEL

STRATEGY

SITUATION ANALYSIS

PROCESS

MEASUREMENT & INSIGHT

CONTENT

PUBLISHING

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SOCIAL INFLUENCE SYSTEM MEASUREMENT & INSIGHTS

MEASUREMENT INSIGHTS REACH

FOLLOWERS, PAGE LIKES WEB ANALYTICS

WHO IS INFLUENCING THE C O N V E R S AT I O N ?

CONTENT IN THE PUBLIC SPHERE ENGAGEMENT

ACROSS MULTIPLE CHANNELS

AUDIENCE

RTS, REPOSTS, SHARES COMMENTS, REPLIES, QUESTIONS, HASHTAGS, LINKS

RESONANCE BASELINE ANALYTICS

W H AT CONTENT IS R E S O N AT I N G AND WHY? HOW CAN THE S T R AT E G Y B E ADJUSTED FOR IMPROVED R E S U LT S ?

USER SENTIMENT VOTES AND CONTENT LIKES COMMENT SENTIMENT

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SOCIAL INFLUENCE SYSTEM SIS IN ACTION

!

F I LT E R S !

WE SIS™ STRATEGIC BUSINESS ALIGNMENT

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STORY & CONTENT PIPE

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EXECUTIVE PLATFORMS

THOUGHT LEADERSHIP

NEW PRODUCT ROLLOUT

PRODUCT SUPPORT

NEWS LEAK

CRISIS COMMS

INTERNAL COMMUNICATIONS

INVESTOR RELATIONS

TWITTER YOUTUBE FACEBOOK LINKEDIN FOURSQUARE VIMEO ORKUT

AUDIENCE

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Brands taking the social networks into their sites rather than just pushing content to them.

"Orbital Content" taking all of the places you are appearing on the web and putting them in one bucket – driving to ecommerce.

Search engines increasingly favor Social Signals and Blended Results (multimedia). Keyword optimize your content towards commerce across all channels.

INFLUENCE TOOLKIT

THE WAGGENER EDSTROM INFLUENCE TOOLKIT REPRESENTS OUR LIBRARY OF EXCLUSIVE PRODUCTS AND SERVICES.

“In Waggener Edstrom we found an agency that has the gravitas and innovative thinking to take the highly respected Jebsen brand into a new stage of its rich history in Asia. We were impressed by its unique brand management and measurement tools, its deep understanding of digital marketing, and the reach of its Greater China network.”

Mark Bishop, Executive Director, The Jebsen Group

INSIGHT & ANALYTICS TOOLS EXAMPLES

Using textual analytics, the Narrative Network helps evaluate messaging and themes in media coverage.

Ripple Effect measures the impact of influentials and outlets across a specific event timespan and see the impact, by influencer, outlet or topic, of specific events

Influence Multiplier helps us identify influencers that can be engaged for specific campaigns and driving specific action

Influence Ranking is a methodology that allows us to Rank media influencers and outlets by attribute i.e., Engagement, Amplification, etc

I&A Tools in Action: Narrative Networks measure our impact on Media and Consumer Messages

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INTEGRATED ISSUES & CRISIS MANAGEMENT FRAMEWORK Recovery path, outreach and content programs

Crisis influencer audit

Crisis readiness audit

Integrated Real-time Readiness Dark site development

Integrated Assessment & Recovery

Real-Time Crisis

Social media content strategy Media content strategy Digital Crisis Influencer Outreach

Integrated Real-time Response

Crisis guidelines Crisis team simulation trainings

Integrated Real-time Reporting

Real-time issues escalation alerts Live issues tracking

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INTEGRATED ISSUES & CRISIS MANAGEMENT WE’s integrated approach to issues and crisis management - supported by smart apps - is designed to better manage issues progressively in an ongoing manner across all formats and channels -- in real-time.

Our senior crisis management team provides counsel with the support of cuttingedge technology.

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NARRATIVE DISRUPTION MOBILE SOLUTIONS REAL-TIME • Integrated crisis simulations for trainings

Fully customizable features Across Windows, iOS, Android Supported in real-time by WE consulting

• Easy mobile access to all crisis guidelines • Issues and crisis tracking on-the-go • Real-time notifications to sensitive issues spikes • Instant coordination and team chat features • 24/7 WE team realtime support

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CREATIVE SHOWCASE

INFOGRAPHICS

IET

CREATIVE SHOWCASE

INFOGRAPHICS

MICROSOFT ADVERTISING

CREATIVE SHOWCASE

INFOGRAPHICS

MICROSOFT ADVERTISING

CREATIVE SHOWCASE

INFOGRAPHICS

CLEAR - F1 LOTUS TEAM

CREATIVE SHOWCASE

INFOGRAPHICS

ABBOTT SINGAPORE

CREATIVE SHOWCASE

INFOGRAPHICS

MERCK SERONO

CREATIVE SHOWCASE

INFOGRAPHICS

STANDARD CHARTERED

CREATIVE SHOWCASE

BROCHURE

HONEYWELL APAC

CREATIVE SHOWCASE

LOOK BOOK

SKYPE US

CREATIVE SHOWCASE

3D POSTERS

UNILEVER APAC

CREATIVE SHOWCASE

BOEHRINGER INGELHEIM / AUSTRALIAN FEDERATION OF AIDS ORGANISATION

WEB UI DESIGN AND DEVELOPMENT

CREATIVE SHOWCASE

WEB UI DESIGN AND DEVELOPMENT URL: http://www.responsiball-asia.com/HongKong/adult.php

PERNOD RICARD ASIA PACIFIC

CREATIVE SHOWCASE

PERNOD RICARD ASIA PACIFIC

BROCHURE URL: http://www.responsiball-asia.com/HongKong/adult.php

Printed Brochure

CREATIVE SHOWCASE

PERNOD RICARD ASIA PACIFIC

PAMHPLET URL: http://www.responsiball-asia.com/HongKong/adult.php

Printed Pamphlet

CREATIVE SHOWCASE

SINGAPORE CHANGI AIRPORT

FACEBOOK POST BANNERS URL: https://www.facebook.com/fansofchangi?fref=ts

ONLINE WEB BANNER

CREATIVE SHOWCASE

SINGAPORE CHANGI AIRPORT

FACEBOOK BANNERS AND CAG.COM BANNER AND UI SINGAPORE WILDLIFE ADVENTURE CONTEST

URL: https://www.facebook.com/fansofchangi/app_524459650908218

CREATIVE SHOWCASE

SINGAPORE CHANGI AIRPORT

FACEBOOK BANNERS AND CAG.COM BANNER AND UI SINGAPORE WILDLIFE ADVENTURE CONTEST

URL: http://www.changiairport.com/at-changi/events-and-promotions/singapore-wildlife-adventure

CREATIVE SHOWCASE

FACEBOOK POST BANNERS THE ULTIMATE CHANGI FAN

SINGAPORE CHANGI AIRPORT

INSTANT ANSWERS WITH ‘ASK AVANADE’

Technology

Business opportunity Global IT consultancy Avanade wanted to cut through the noise at a major CRM conference to help communicate with potential customers while demonstrating its understanding of social media.

Influence strategy To do this, Avanade asked Waggener Edstrom to launch a social media campaign at the event and create interactive conversations between prospects and Avanade. Our campaign combined Twitter and YouTube to allow attendees to ask questions using the hashtag #askavanade – the attendees would then receive immediate video responses from Avanade’s experts.

Measure of success • Avanade reached more than 100,000 Twitter users.

• Generated more than 1,000 views of 35 YouTube videos in two days.

• Created 25 direct sales leads.

APAC CASE STUDY - HP POWER TO CHANGE

SONY ERICSSON – EXTRA TIME

CHALLENGE Sony Ericsson had invested significantly in a FIFA sponsorship and sought to leverage that to increase their visibility and spark conversations in the online space.

SOLUTION A 3-phased campaign, encompassing a: • regional blogger contest • public voting • World Cup Stories SUCCESS • Reached out to a potential audience of

1,003,329 from online coverage • Potential reach is the sum of: • Unique visits to microsites • Visits to blog coverages • Conversations • Fan/followership

• Campaign Interaction

• 10,714 Official Votes during Phase 2 (15 day period)

• 1,680 conversations

HP POWER TO CHANGE CAMPAIGN

CHALLENGE To ignite a global environmental movement, HP had created a microsite and widget. They needed to drive traffic to these sites, engage online influencers in meaningful conversations and raise awareness of HP’s environmental credentials.

SOLUTION HP engaged us to reach online influencers, run a campaign blog and engage the target audience through strategic use of social media.

SUCCESS The campaign exceeded all of its stated objectives for HP. The vast majority of blog posts and tweets were positive.

In the first two months of the campaign, more than 600,000 people visited the microsite and 20,000 downloaded the widget. Additionally, the success of the campaign, which originated in Asia Pacific, prompted a global deployment with localized social media tactics in other regions. As a result, as of September 2009, 23.5 tons of carbon emissions have been reduced. That’s the same as taking 1,540 cars off the road.

www.hp.com/powertochange

TOYOTA – HSD FACEBOOK

CHALLENGE Raise awareness of Toyota Hybrid Solutions and build an engaged community SOLUTION Development of a Facebook page, populated with rich content and supported by robust community engagement SUCCESS Total Fans as of July 18, 2011: 62,136. The biggest and most engaged automotive fan page in SE Asia

500%

of industry average on engagements per post. This indicates that the content is driving fans to do something —‘like’, share, comment, re-post, view video, click through About 1000 contest entries Engagement and traffic breakdown almost exactly correlated to prioritized key markets: Indonesia, Philippines, Thailand, Malaysia

MERCER – LEADING THE CONVERSATION

Corporate

CHALLENGE • Support positioning Mercer as a leader in consulting across a range of human resource issues.

• Find new ways for Mercer to connect with its target audience and new platforms in which it can lead the conversation APPROACH

• Deep analysis conducted into audience and messaging to develop the most engaging narrative • Established Mercer in LinkedIn – a platform underutilised by its competitors – giving Mercer a clear shot at leading the conversation • Developed a regional Executive Profiling Playbook

RESULTS • 1000+ members in LinkedIn – demographic matches Mercer’s target audience • Similar communities being rolled out for other parts of the business • Playbook is the foundation for Executive engagement

TWEET-A-BEER: RISING ABOVE THE NOISE

NEED With the focus of SXSWi 2012 being interactive media, WE wanted to help attendees connect in a way that was practical, memorable and not necessarily confined to the event itself. We wanted to offer something more than another cool widget of the moment.

APPROACH WE tapped two talented fresh and local Portland outfits — creative agency tenfour and Twitter commerce-enabler Chirpify. Six days later our baby, Tweet-a-Beer, was born.

SXSWi attendees used Twitter as their personal live feed, commenting on happenings of the moment and also using it to organize their days and nights, rallying followers for upcoming gatherings of every type. Tweet-a-Beer is simply about sharing admiration and appreciation with a click when you can’t clink. We took a tool built on tenfour’s clever concept and Chirpify’s elegant technology, and handed it to an audience that was eager to start paying it forward, one frosty mug at a time.

RESULTS • More than 100 unique stories • Notable articles include a Mashable “How To,” a Bloomberg BusinessWeek video (also featured on LinkedIn), PCMag.com’s list of “11 Fun Apps,” a CNN write up and two inclusions in LA Weekly blogs • On Fast Company Co. Create online magazine’s list of mostbuzzed-about-topics at SXSW

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THANKYOU

Š 2012 Waggener Edstrom Worldwide Inc. All Rights Reserved.