Slideshare of the Day: 17th October 2013 Creativity in An Age of Digital Disruption: - Understanding the Battleground: Defining the age of digital disruption, the momentum behind this digital disruption - Fighting the War: Index of 2013 Trends and beyond, to discuss the implications it will have on brands, users, and marketers. - Designing the Battleplan: Writing the Blueprint for success, building your army, and understanding how you can take advantage of the revolution in Social, the changing rules of engagement, and succeed in a challenging, competitive but exceedingly rewarding landscape. Key topics discussed: wearable technology, life tracking, data analysis and application to digital strategy, prototyping and iteration in strategy and execution, influencer vs advocacy engagement, VIP markets discussion (Vietnam, Indonesia, Philippines: it's not just about investing in Asia, it's about investing in Asians), the collision of "graphs" - personal, behaviour, interest, and social, fuelling the quantified self movement, and finally, the manifesto on designing heartware for hardware

1. creativity in an
age of digital
disruption
Christel Quek @LADYXTEL

2. Understanding
the
battleground
Fighting the
War
Designing
the Battleplan
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

3. Understanding
the
battleground
Defining the Age of
Digital Disruption
What is prompting this
Digital Disruption
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

4. Fighting the
War
Index of 2013
Trends
& Beyond
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

5. Designing
the Battleplan
Writing the Blueprint
for Success
Building Your Army
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

6. Understanding
the
battleground
Fighting the
War
Designing
the Battleplan
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

7. digital disruption ?
what really constitutes the age of
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

8. “社会化媒体”
mediasociety
evolution/
transformation
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

9. 2005
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

10. 2013
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

11. 2005 2013
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

12. Connectivity is Real & Omnipresent
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

13. Rise of the Always On, Connected Consumer
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

14. In 2013, mobile devices
will
exceed
number of people on this planet
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

15. Inundation of Information
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

16. Disconnect to Connect / Tune Out to Tune In
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

17. Big Data: Volume, Velocity, Variety
Signals vs Noise
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

18. 90% of data we see today
was created in
the last 2 years
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

19. acceleration of
+
the
user trends
=
of constant evolution
convergence
brand experiences
of tech, insight, intuition
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

20. Multiplicity of Screens:
Building a Consistent
Brand Experience is
more challenging than
before
BE WHERE THE USER IS
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

21. 90%
of our media
interactions are
screen-based
4.4
hours
of our
leisure time is
spent in front
of screens per day
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

22. time goal location attitude
context determines our media interactions
not just multi-platform, but a multi-screen strategy
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

23. digital disruption ?
what is prompting this
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

24. 1. INCREASED ACCESSIBILITY
USER MOBILITY
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

25. 120
million
on the net
443
million
in the region
27%
net penetration
VIETNAM
Indonesia
Philippines
Christel Quek @ladyxtel

26. Vietnam
22%
Philippines
25%
Indonesia
39%
% used
mobile
banking
25th in
MasterCard's Mobile
Payments Readiness Index
33rd in
MasterCard's Mobile
Payments Readiness Index
13th in
MasterCard's Mobile
Payments Readiness Index
Christel Quek @ladyxtel

27. Vietnam
24%
Philippines
66%
Indonesia
78%
% net users
<25 years old
Christel Quek @ladyxtel

28. 140%
Mobile
Penetration
VIETNAM
127
Million
mobile subscribers
56%
access net
by phone
Christel Quek @ladyxtel

29. 1st
BlackBerry
Capital
indonesia
2nd
in Asia for Twitter
(11.5 million users)
4th
Globally for Facebook
(48 million users)
Christel Quek @ladyxtel

30. 87%
tweets from
Mobile
indonesia
42%
mobile usage on
communication &
info search
61%
accessed Facebook
via BlackBerry
0.9
Billion
spent on
eCommerce (6.5%
net pop)
Christel Quek @ladyxtel

31. 98.7%
watch videos
online
philippines
18.6
hours spent online
(16.4 Asian
Average)
95%
Social Networking
Christel Quek @ladyxtel

32. what’s Different
Vietnam
Smaller % of
>25 years old
on net
Indonesia
infotainment
big driver on
social
Philippines
videos = king
mobile not as
popular
Christel Quek @ladyxtel

33. what’s similar
from
telling stories
to
making
meaning
transitioning from
influencers to
brand
advocates
Mobile first in a
Multi-Screen World
content community context
Christel Quek @ladyxtel

34. 2. EVOLVING USER BEHAVIOUR
CAN BRANDS KEEP UP?
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

35. JUST THE TIP
OF THE ICEBERG
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

36. 3. INTERSECTION OF DIFFERENT
“GRAPHS”
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

37. PERSONAL
GRAPH
SOCIAL
GRAPH
INTEREST
GRAPH
BEHAVIOUR
GRAPH
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

38. PERSONAL
GRAPH
All about your
beliefs, core
values, and
personality.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

39. SOCIAL
GRAPH
a common data set
which is open to a
wide variety of
services.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

40. INTEREST
GRAPH
All about
curiosity.Tastes
and preferences-
overlaps with
individuals which
resemble your
own.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

41. BEHAVIOUR
GRAPH
provides the
foundation for the
quantified self
movement
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

42. 4. RISE OF THE
QUANTIFIED SELF
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

43. USER GRAPHS
+
BIG DATA
+
TECHNOLOGY
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

44. Understanding
the
battleground
Fighting the
War
Designing
the Battleplan
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

45. war look like?
what will the
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

46. 1. EVOLUTION OF THE
QUANTIFIED SELF
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

47. USER
self improvement : becoming better, faster, stronger
QUANTIFIED
SELF
NIKE FUELBAND
NIKE+
PEBBLE WATCH
JAWBONE UP
MELON
SAMSUNG GEAR
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

48. QUANTIFIED
USER
USER IMPROVED+
MOTIVATED
SELF
self improvement : becoming better, faster, stronger
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

49. 2. INCREASED POPULARITY OF
WEARABLE COMPUTING
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

50. QUANTIFIED
USER
WHEN
THE
TAKES HEED
FROM THE
CROWD...
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

51. PEBBLE WATCH
USD 1 MILLION
RAISED IN 28
HOURS
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

52. QUANTIFIED
USER
THERE’S EVEN
A MANAGEMENT
SYSTEM FOR THE
ACTIVE
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

53. TIC TRAC
MAKING SURE
YOU WON’T LOSE
SENSE OF ALL
YOUR DATA &
TRANSLATING
IT TO MEANINGFUL
INSIGHTS
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

54. USER GRAPHS
+
BIG DATA
+
TECHNOLOGY
X
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

55. 3. SOCIAL IS WHERE YOUR
USERS WILL BE
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

56. CHAT APPS - NICHE CONTENT SHARING
150
million
users
300
million
users
200
million
users
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

57. CHAT APPS - NICHE CONTENT SHARING
USD 17
million
(stickers)
undisclosed
USD 1
billion
valuation
USD 58.9
million
(Q1 2013)
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

58. 4. REAL-TIME MARKETING;
FAST, FOCUSED, FRICTIONLESS
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

59. Christel Quek @ladyxtel
creativity in an
age of digital
disruption

60. 6 seconds
the new
140
characters
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

61. 5. EVOLVING SOCIAL CURATION
TO GROW
ORGANIC COMMUNITIES
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

62. “The most successful curators include sites like The Huffington Post, that
embrace the three-legged-stool philosophy of creating
some content, inviting visitors to contribute some content, and gathering
links and articles from the web.
CREATED, CONTRIBUTED, AND COLLECTED
— the three ’c’s is a strong content mix that has a measurable impact.”
Steven Rosenbaum
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

63. Christel Quek @ladyxtel
creativity in an
age of digital
disruption

64. Understanding
the
battleground
Fighting the
War
Designing
the Battleplan
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

65. battle plan be?
what will my
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

66. your user
is your heartware.
design a user-centric
strategy. design
with purpose &
personality
listen. insights
are lessons from
yesterday- from
tech trends &
user behaviour.
iterate.
craft your brand
narrative before deciding
on individual
brand stories. combine
magic and logic, tap into
your intuition
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

67. tap into
insights
ideation
& hair-pulling
crafting
the narrative
prototype & iterate
rinse & repeat
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

68. army!
I need my
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

69. Christel Quek @ladyxtel
creativity in an
age of digital
disruption

70. IDENTIFY
MEASURE
INFLUENCE
CONTACT ITERATEEVALUATE
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

71. Christel Quek @ladyxtel
creativity in an
age of digital
disruption

72. Not everyone who shits on you is your enemy
Feedback can be constructive
Not everyone who gets you out of shit is your
friend
The keyboard warrior/social maven/difficult client can twist feedback to suit their own purposes
When you’re in shit, keep your mouth shut
Don’t say the wrong things and don’t act on impulse
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

73. USERS
brands
never underestimate
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

74. Relationships are Currency
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

75. In Asia, the value we put on relationships
are particularly strong.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

76. And here, loyalty will be the reward.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

77. People won't care about brands until they
see and feel that brands care about them
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

78. Simple because we don't buy from
who we don't trust or love.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

79. Admittedly the users we
serve can be as fickle as they come
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

80. No thanks to the accelerated rate of
technology we observe today.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

81. The pursuit for their trust can be
tiring, challenging, and make us doubt
ourselves
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

82. “Are we in the right industry?
What are we doing wrong?”
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

83. All we need to do is to be relentless,
focused, fast, & frictionless.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

84. We don’t need all the answers, but we
do need to keep asking the right
questions.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

85. Just as not every girl falls for
chocolates and flowers,
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

86. Not every user is made the same and can
be pigeonholed in the same way.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

87. In short, we need to move from
hardware to heartware
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

88. Let’s be honest- the way to our
pockets is through our hearts.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

89. and the war for your bottom-line will be a
war of hearts.
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

90. Are you ready?
Christel Quek @ladyxtel
creativity in an
age of digital
disruption

91. Christel Quek @LADYXTEL
email: christel.quek@gmail.com
Thank You!