Part 1 of the one day intensive digital marketing training workshop I gave for the Hong Kong 4As AdSchool in May 2013

1. Digital Bootcamp Part 1
For Mad Men/Women 2.0
by Rudi Leung

2. Part 1 Overview
• Reset Your Mindset About Digital & Social
• Digitize all traditional media
• Brand building in the digital age
• Burberry
• Obama Election 2012
• 5 key trends in digital & social

3. Want To Be A MadMan In The Digital Age?

4. What Mad Men Used To Create

5. What Mad Men Create In The Digital Age

6. Then Where Should I Start?

7. You Need A Digital Mindset Before A Skillset

8. Digital Is Not A Department

9. Are These Your Excuses?
• “I’m not an expert, so I’d leave it to
the digital team”
– It turns out you’d never start learning or
doing digital
• “I’ve already came up with a BIG
IDEA, so I expect the digital team will
make it works
– Not all ideas can be directly translated
into digital as the way you want it

10. There Is No Such As Digital Consumer
• TV à MyTV.com
• Newspaper à
AppleDaily.com/Mobile
• Radio à HKToolBar
• Magazine à Facebook?
• Digital à Daily Life Of John Doe
• Digital is not a parallel universe where consumers live
their “digital life” separately
• The so-called digital consumers no longer exist

11. Digital Is Not A Media Channel

12. Typical Channel Planning
TV
Print
OOH
Radio
DM
POS
Event
Digital

13. TV
Print
OOH
Radio
DM
POS
Event
All Channels Are Digital
• Digital should never be just an afterthought
• It should be a mindset embedded into any media
touch point
Digital
Digital
Digital
Digital
Digital
Digital
Digital

14. When TVC Meets Digital
• Honda Jazz “Unpredictable
Life”
• iPhone App grabs content
from the ad as it plays
• “Screen hopping”
technology --- audio signals
from the TV ad recognized
by the mobile app

15. When Print Meets Digital
• On a print ad, advertisers can always feature a QR Code,
a keyword search box, an URL to promote their digital
presences, primarily mobile presences
• There are also ways that print ads can interact with
mobile advices creatively, such as AR (Augmented
Reality)

16. When OOH Meets Digital
• Motion sensor, webcam, interactive
touchscreen panel and other
technologies have transformed
outdoor media to be an interactive
digital creative canvas
• Mobile devices become a handy
activation tool to bridge an audience
with an interactive billboard

17. When Radio Meets Digital
• Most mainstream radio stations now have either a
web platforms or a mobile app
• Besides regular banner ads placement, think
about customized content or even a temporary
branded app like the HTC one on the left
• Music lovers these days spend more time on
digital music streaming services such as Spotify
than ever. When listening to a Playlist is the habit,
how can we leverage on this behavior?

18. When POSM Meets Digital
• POSM used to be two dimensional and communicate with
customers in one way
• As the cost of touch screen panels is declining, installing an
interactive panel at shop front is no longer a mission impossible
• With the popularity of smartphones, executions such as
scanning a QR or AR Code from a POSM can also be
considered

19. When DM Meets Digital
• Call-for-action message can be featured
in a DM package and activate via:
• QR Code
• Facebook page search box
• Mobile site address

20. When Event Meets Digital
Weibo
SNS/Video Site
Brand Site
Burberry Beijing
Fashion Show
4/13/11 20:30

21. Brand Building In The Digital Age

22. Two Most Talked About Keywords
Digital Social

23. The Smartphone Nation
• Not only you & me • But also these people
• Smartphones have become a communication
channel for reaching mass audience
• No longer exclusive to a particular age group

24. One More Keyword
Digital Social Mobile

25. But These Are Not The Answers
• Digital, Social, & Mobile are
only a means to an end
• We always have to step
back to think about what our
key objectives are
• What do we really want to
achieve, in terms of business
or communication?

26. 1999
What’s The Paranoid Said…
• “IN FIVE years' time, all
companies will be Internet
companies, or they won't be
companies at all.”
(Andy Grove)

28. Story Telling In The Digital Age
• Digital is not just about building websites
• It’s about how we tell a story about our brand with our
target audience who live & breath in digital & social
• A brand should be built on a consistent experience
throughout various touch points, offline or online

29. Inherit The Social DNA
• Before implementing your marketing activities via
social media, can we walk the talk within the
organization?
• Can social media become an internal
communication culture, top down or bottom up?

31. A Digital & Social Battle
• Not just a political battle
• But also a competition of whether a party can fully
utilize the power of digital and social media
• In addition to the extensive data analytics behind
the campaign that led to actions

32. The Art Of “What To Say”
• The key is, it’s not just about what you want to say, it’s
about what your target audience care about
• Always listen before you speak
• Learn about your audience, obsessively

33. Taking Big Data Into Action
Fund
Raising
Recruit
Volunteers
Mobilize
Voters
Social
Listening
Identify The
Swing Voters
Engage With
Topical
Conversations
Big Data Drives Online Strategy
Activate Offline Campaigns

34. 5 Key Trends In Digital & Social 2013

35. 1. The MOBILE Nation
Craft Your Mobile Presence

36. 30% of Hong Kongers stick to
their devices while they’re doing
their business in the washroom
Source: Jan 2013: Hotmob-Catching Mobile Users At Washroom Time

37. Source: StatCounter, Feb 2013
In HK, Android vs. iOS is a 6:4 split
• Are you still struggling to build a branded app for
which platform?
• How about building a Web App that fits both?

38. More ad formats will be available on mobile.
However, is your brand’s mobile presence ready
for that?
Source: Courtesy of Snap Mobile

39. It’s not about HTML5 or Java.
It’s about mobile experiences

40. 2. MIM & O2O
Mobile Instant Messaging & Offline To Online

41. 500M
300M
100M
400M
WeChat vs. Sina Weibo vs. Line vs.
Whatsapp (Worldwide Registered Users)

42. -60%
-40%
• Social media is getting extremely fragmented especially in China
• Users spend less time on micro-blogging or their attention spent has
been diluted by the forever growing variations of social networks,
or perhaps, the fastest growing MIM, WeChat

43. What’re Wechat Best For Marketing?
Five Examples From China

44. I) LBS
• Location-based services
marketing
• Leverage on the “look
around” function on WeChat
• K5 Convenient Store pushes
promotional message to
potential customers nearby
• Can also consider using such
function for personal selling
(e.g. promoters in area of bars
and restaurants)

45. II) Activation
• Nike sport event held in Shanghai
• Location-based activation & push
message
• Collecting badges and other
mobile goodies
• QR Code(s) were featured
prominently at various touch points
• Key learning: Don’t be shy to
promote your campaign QR Code
offline

46. III) Interaction
• Send Starbucks an
emoticon
• Starbucks send you a
co-related song
• An interactive way to
engage with your
audience
• High visibility of the
campaign QR Code
inside the Starbucks
outlets

47. IV) Live-chat
• Durex formed a 8-
member group
• Live chat with customers
24/7 for few days
• The lighthearted sex-
related chats successfully
created online buzz
• The challenge is, such
initiative is hardly
sustainable because of
the tremendous human
resources needed
• Having said that, whether
customer services is
applicable on WeChat is
still debatable

48. V) VIP card
• McDonald’s China uses
its WeChat account as
a virtual VIP card
• Pushing coupons and
promotional messages
• Users can also redeem
membership credits via
the virtual VIP card
• A very common usage
among various
restaurant chains in
China

49. 3. FACEBOOK
Still Hot But The Game Has Changed

50. Hong Kong is
still a facebook
centric market
in social
Source: Feb 2013: checkfacebook.com

51. facebook is offering more advertising
opportunities to you

52. Source: Feb 2013: What Advertisers Really Think About Facebook
A Survey About Facebook
Advertisers In The US

53. Graph Search is still at beta stage & in English only

54. • To get prepared, start your basic housekeeping & SEO on your
brand’s facebook page
• Make sure your page would be easily found in organic result

55. 4. BIG DATA
Translate Numbers Into Meaningful Actions

56. Is BIG Data just another
buzzword agency people
using it to fool clients?

57. Two inspiring stories about BIG Data

58. Source: How Obama's Campaign Used Big Data to Win the Election
Consolidate
Experiment
Target
(vertical)
Project
Optimize
(mass)

59. Derive strategies & actionable insights from
BIG Data
Making smarter decisionsSource: How Obama's Team Used Big Data to Rally Voters

60. The BIG Data newsroom.
The next generation online news content?

61. • Based on data about the viewing habits of its
33 million users, Netflix produced its first ever
original TV series, House Of Cards, quickly
became a hit and web sensation

62. 5. CONVERSATION
Be A Part Of The Social Dialogue

63. People Prefer Original Content
• A growing trend of facebook page managed by various social
media enthusiasts
• For brands, we can consider collaborating or co-creating with
these page owner (e.g. Nikon co-created a pictorial with a
celebrity cat brother cream)

64. Keep experimenting.
Timely content will be much welcomed.
• Facebook users tend to be even more responsive with topical
content that is relevant to current events
• But beforehand, you need to communicate with the clients and
creative team clearly about the workflow when urgent approval is
needed

65. So don’t just aggregate contents.
Produce your original ones.
• You can always prepare relevant contents in response to an
expectable special holiday or weather
• For example, if it is rainy season, why not prepare a relevant
content and post it at the right time when the opportunity has
come?

66. THANK YOU