Best digital trends and insights from APAC [HUBFORUM REPLAY]

Best digital trends and insights from APAC [HUBFORUM REPLAY]

Par : HUB Institute
30 juin 2015
Temps de lecture : 9 min
  On June 11th, HUB Institute organised HUBFORUM Singapore in INSEAD Facilities. This international edition of HUBFORUM was a great success for the 300 attendees that benefited from useful insights and the latest trends from the best experts on the market. For those who were unable to come during this HUBFORUM, we have compiled all the best moments in this Replay article. Here you will therefore (re-)discover the best insights, predictions of digital marketing and digital transformation. [spacing margin="no" border="no"][/spacing]


Pete Mitchell, Global Media Innovations Director at Mondelez, started this conference with a very in-depth Master Class starting from mediabuying to CRM passing by real time marketing. Pete Mitchell started by explaining that there are 3 types of gaps between how consumers consume media and how brands plan for it. The first one is the investment gap, determining the difference between how much consumers engage with media and how much brands invest in each channel. The second gap is the continuity gap, highlighting the difference between how consumers shop for our products and how brands "shop" for Media. The third gap is the connections gap focusing on how consumers relate to cross-channels and how brand build cross-media plans. Pete Michell then explained in detail this third gap and the solutions to reduce that gap. The first observation is that traditional media planning has become obsolete as customers are now experiencing and expecting cross canal communication. Timed media plans are now irrelevant as brands should communicate through cross-channel communication and therefore adopt a connections map approach of media planning, called connections planning. Pete Mitchell then shared one of the campaigns of Milka called "Dare to be tender" showing how to use the product as an own media. Pete Mitchell also illustrated his presentation through real-time advertising campaigns and the concept of Reactvertising, the real-time advertising agencies that are now offering new possibilities in terms of advertising impact.

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Vincent Camara, Vice President Asia Pacific at Synthesio, and Simon Trilsbach, VP Apac Hootsuite, shared their vision of Social Media with their keynote: The Social Enterprise. A brave new world. Indeed, as explained brilliantly by the speakers, Social had a tremendous effect over time on how we do business as the companies were forced to shift away from traditional marketing and PR. Social Enterprises are the companies who were brave enough to put social at the heart of their business. Vincent Camara shared his observation that only a few companies had made this shift despite all the return on investment and advantages that a company could benefit from Social Media. The speakers then analysed the core components of social media and its positive impacts on the company, with metrics such as customer engagement, advocacy and reach & listening. Vincent Camara shared some of the best practices and then explained the importance for companies to set up a good social listening process . Indeed, for Vincent Camara, the social web has enabled companies to listen to what is being said all around the world about your brands and products, and to rapidly understand the customer concerns. In other words, Social web can be seen as a gigantic organic focus group. Another point made during this presentation is that Social Media use by companies first came as a defensive approach in times of crisis management but it then developed through active possibilities as it shifted to purely crisis management to customer care, in-depth market analysis and social sales. Companies are moving from a simple view of social media, that is community management focused to social intelligence that is more business focused. For Simon Trilsbach, Social Media now lives all across the organisation and not only marketing like it used to, it's now in customer care, HR and sales. For Simon Trilsbach the first steps towards an efficient social enterprise is to set up policies and guidelines, as it makes the company more agile and reactive in times of crisis, direction for customer care and secondly set up measurement and metrics to know when and what should be changed or reiterate and determine ROI. This ROI measurement should be at the beginning as simple as possible, with simple KPI's such as engagement, reach and reflective of the business goals.

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Marcus Ho, Co-Founder at SocialMetric, shared his experience and expertise on how to drive measurable measurement on social media and ultimately drive more sales. Marcus Ho first analysed the reason behind low conversion and social failing. The first reason stated was "creativity without a goal", with the example of Burger King whooper sacrifice campaign that had no objectives and therefore got backlashed rapidly as it had no real purposes. The second reason is the fact that, brands are focusing on the wrong metrics, Marcus Ho explained that the majority of companies are too focused on the number of fans and followers although it is irrelevant, it is far more important to focus on conversions and sales. Marcus Ho also presented his framework for approaching Social Media through the c³ system. This system is based on three steps, first listening to understand the consumers concerns and needs, secondly to grow and manage the community and, lastly engage and convert to customers. To fuel this c³ system, the brands need to provide relevant and engaging content to its audience.

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Anthony Zameczkowski sharing his observations about how fans are becoming celebrities thanks to social platforms. Nowadays, Youtube stars are among the most popular celebrities among millennials. The reason behind that shift in popularity can be explained by the fact that millennials don't watch TV anymore, Mobile has become their first screen. Another reason for that popularity, is the fact that Youtube and Instagram stars are heavily interacting with their audience unlike TV stars. However, this popularity comes with some issues, such as decline in creativity and also the continuous emergence of new platforms, requiring different types of content. The second issue is how to connect efficiently with fans. The third issue is how creators can monetize their content and generate a significant revenue. Anthony Zameczkowki then presented the solution provided by Victorious to help stars to interact with their community. As any social platform, the SUper Fan developed by Victorious are based on these three pillars: content, community and commerce (monetization).

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David Dubois aim during this keynote was to share some thoughts about social media. David Dubois, Assistant Professor of Marketing at INSEAD, shared his analogy between social media and a pendulum, showing how social media empower customers and therefore generate a dynamic interaction between brands and customers. This kind of interaction was inexistent with traditional media, customers get the power and can now respond to what brands are pushing. He also explained how brands should perceive social media, as a springboard to increase the reach of their communication as well as a mirror to get insights on their customers. The presentation also explained how traditional objects like tennis rackets could be transformed in the digital era in mini data centers, enhancing the experience for the user.

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For this panel, Olivier Carnohan, Intrapreneur - Emerging Businesses at Singtel gathered numerous experts such as, Arnaud Blandin, Managing partners at Pufferfish Partners, Michel Birnbaum, EIR and mentor and NTUitive, Chi Tran, founder of Rockstart and Zia Zaman, Chief Innovation Officer at MetLife to talk about innovation and how big companies should get inspired and develop their vision in terms of innovation. Olivier Carnohan shared his experience by stating a research showing that it is extremely complicated to bring innovation to market when you do it internally and it is hard to directly generate an impact and generate 10% of the core revenue of a company through digital innovation. The reasons behind it are numerous and start by the fact that companies have difficulties to develop and acquire the relevant skills for big digital project, understanding the synergy that could be created with the core business by new digital services, the difficulties to develop more agile organisational structures and processes, fostering a digital culture, drive and support from senior management. The reasons show one big problem : The people. To solve this problem, Olivier Carnohan presented different types of structure that are giving power to companies, these innovative models are giving power to compete against far more agile companies such as startups. Extrapreneurs or corporate incubators can therefore be seen as a new model for companies to externalize R&D within a company, by funding startups to complement your corporate strategy and limiting the risks. These extrapreneurs are therefore tolerating risk, they are relying on your assets but are not constrained by them. This type of model can only succeed if the companies understand that they are funding freedom until profitability and risk-taking, that it is also important to give full freedom to the extrapreneurs to operate by limiting any corporate interference, but also need to set up clear and ambitious goals with high rewards in case of success to attract the best potentials.

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