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Emerald - Realization of O2O vision in Vietnam

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Realization
of the O2O vision
in Vietnam
EMERALD – LINKED BY ISOBAR
EMERALD - LINKED BY ISOBAR
“Almost
overnight, the
Internet's gone
from a technical
wonder to a
business must.”
– Bill Schrader,
businessman
09:00 – 1...

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Emerald - Realization of O2O vision in Vietnam

  1. 1. Realization of the O2O vision in Vietnam EMERALD – LINKED BY ISOBAR
  2. 2. EMERALD - LINKED BY ISOBAR
  3. 3. “Almost overnight, the Internet's gone from a technical wonder to a business must.” – Bill Schrader, businessman 09:00 – 12:0006:00 – 09:00 12:00 – 14:00 15:00 – 18:00 18:00 – 21:00 21:00 – 00:00 07:50 09:20 12:30 17:40 19:05 21:10 GOOD MORNING MY FACEBOOK! MORNING SHIFT LUNCH FAMILY & FRIENDS ACTIVITIY ME TIMEGETTING THINGS DONE AT WORK EMERALD - LINKED BY ISOBAR
  4. 4. The marketing world changed Content always make its crown. EMERALD - LINKED BY ISOBAR
  5. 5. The marketing world changed Mobile surely works EMERALD - LINKED BY ISOBAR
  6. 6. The marketing world changed Programmatic is the future juice. EMERALD - LINKED BY ISOBAR
  7. 7. Are we too excited? EMERALD - LINKED BY ISOBAR
  8. 8. Are we too excited? “There are managers so preoccupied with their e-mail messages that they never look up from their screens to see what's happening in the non-digital world.” – Mihaly Csikszentmihalyi, EMERALD - LINKED BY ISOBAR
  9. 9. How big is the online world? EMERALD - LINKED BY ISOBAR
  10. 10. How our consumers actually go through a day? EMERALD - LINKED BY ISOBAR
  11. 11. How our consumers actually go shopping? EMERALD - LINKED BY ISOBAR
  12. 12. How our consumers actually get prepare for their baby? EMERALD - LINKED BY ISOBAR
  13. 13. What is the role of digital in the physical spaces? EMERALD - LINKED BY ISOBAR
  14. 14. A Connector for both worlds EMERALD - LINKED BY ISOBAR
  15. 15. NO PHYSICAL CONNECTION EMERALD - LINKED BY ISOBAR
  16. 16. To connect all the remaining dots in the non-digital world to the online activities with its technology capability NO Connection Platform Excite the offline and lead to the online world. EMERALD - LINKED BY ISOBAR
  17. 17. An experience initiator & exciter  What are Genzilla & Millennials seeking in life, and in the relationship to brands?  How are they moving? EMERALD - LINKED BY ISOBAR
  18. 18. EMERALD - LINKED BY ISOBAR
  19. 19. EMERALD - LINKED BY ISOBAR
  20. 20. Both two generations EMERALD - LINKED BY ISOBAR
  21. 21. A transformer of STORYTELLING EMERALD - LINKED BY ISOBAR
  22. 22. How has the story been told lately? TVC, PrintAds, billboard, posters, PR articles, etc. iTVC, viral clip, website content, social media posts, online articles EMERALD - LINKED BY ISOBAR
  23. 23. How has the story been told lately? TVC, PrintAds, billboard, posters, PR articles, etc. iTVC, viral clip, website content, social media posts, online articles OUTER LAYERS (not individual experience or their own story with the brand) EMERALD - LINKED BY ISOBAR
  24. 24. What do consumers want about our story?  Personalized  Involving  Excitement EMERALD - LINKED BY ISOBAR
  25. 25. How digital can play a better role in the O2O game? EMERALD - LINKED BY ISOBAR
  26. 26. 1. A brand narrative that is digital-nature and works for non-digital reality.  What is the rally points for the brand internally and externally?  What is your brand’s offering to the consumers in the internet of things?  How that narrative solve brand’s business challenge?  What is the digital factor in your offline engagement? EMERALD - LINKED BY ISOBAR
  27. 27. 2. Narratives built through products, services and stories across physical and virtual spaces  Experience designed from data that reflects insight.  The design of experience should allow individual stories to be crafted.  Technology plays the role of bringing the excitement part. EMERALD - LINKED BY ISOBAR
  28. 28. A car is a space of services for empowering people’s lives EMERALD - LINKED BY ISOBAR
  29. 29. 3. Who tell the experience  Previously, any kind of story, BRAND tells, demonstrates, inspires, etc.  How the mechanic of “experience-telling” makes it different EMERALD - LINKED BY ISOBAR
  30. 30. Not anymore storytelling EXPERIENCE-TELLING is the News in town. EMERALD - LINKED BY ISOBAR
  31. 31. 4. A user journey that has interchange connection among all campaign touch-points.  Where are the OFFLINE to online connections?  How your consumer get in, navigate and end their journey of engagement.  How the touch-points are multiplied and differentiate themselves at the same time. EMERALD - LINKED BY ISOBAR
  32. 32. “The internet of things” – O2O connections are REAL & in PHYSICAL form. EMERALD - LINKED BY ISOBAR
  33. 33. How your consumers navigate EMERALD - LINKED BY ISOBAR
  34. 34. Multiply engagement, not impression. EMERALD - LINKED BY ISOBAR
  35. 35. 5. SUSTAIN the relationship with an always- on platform/conver sation  Experience created from inspiring brand narratives, deployed by powerful technology.  Then, WHAT’S NEXT? EMERALD - LINKED BY ISOBAR
  36. 36. Continuum of experience to elaborate brand engagement. EMERALD - LINKED BY ISOBAR
  37. 37. Example How to engage to consumers after and without campaign?  Target: Party-goers  Insight: F.O.M.O.  Behavior: Mobile only when partying and stay connected at all times  Challenge: o Link up the event and the online consumer during the event and after that o Keep the engagement even after the event EMERALD - LINKED BY ISOBAR
  38. 38. Example How to engage to consumers after and without campaign?  Solution: A brand hub for party-goers as an always- on engagement platform – as a rewarding platform across Facebook, Mobile and brand site. EMERALD - LINKED BY ISOBAR
  39. 39. PRE-party IN-party AFTER-party, departing for another one. WHERE to PARTY? - Hot spots in town, recommended by brand. - Event Calendar. MOBILE APP WEBSITE / FACEBOOK /YOUTUBE MOBILE APP MOBILE APP WEBSITE / FACEBOOK /YOUTUBE HOW TO to PARTY? - Friends together - Capture & share moments (Photo sharing, tag friend) - Check-in for points, more points at branded events WHAT ELSE AFTER? - What to remember - Photo Albums, Video clips (After party sharing) - Any thing to keep it up (Collect points for instant exclusive gifts from BRAND) - Open more access to experience. HOW to KNOW? - Search for information - Acquire information - App download MOBILE APP INDIVIDUAL FACEBOOK TAKE A TRY - Check-in with friends, tag on Facebook - Share live photos KEEP IT UP - More points for VIP accounts - Redeem points for gifts - Receive Exclusive rewards MOBILE APP WEBSITEMOBILE APP WEBSITE/FACEBOOK USER ENGAGEMENT PLATFORM INTERFACES EMERALD - LINKED BY ISOBAR
  40. 40. Example: How to engage to consumers after and without campaign? As a test,  1,000 photos shared real-time within 3 hours of event time from event participants.  Continuing of sharing 4 days after– in total over 3,500 photos  At non-campaign time, the platform maintains about a thousand frequent members per month EMERALD - LINKED BY ISOBAR
  41. 41. Data management platform & CRM vision EMERALD - LINKED BY ISOBAR
  42. 42. Enabled by Technology Powered by People Delivering Business Results EMERALD - LINKED BY ISOBAR

Notas do Editor

  • When everyone says that the virtual space is growing rapidly, everywhere, the physical space is still much larger and much more fragmented in the O2O viewpoint. Therefore, the biggest impact of digital is to play in the physical space and make it adaptive to the new consumer behaviour. By doing that, a seamless cross-over from physical to virtual space will become more real than ever.

    Digital tools and processes in the near future shall create a convergence between all the business forces – product, distribution, pricing and marketing, consequently, a democratisation of the physical space.
  • Among all changes, storytelling is transforming as a result of consumer experiences when travelling from physical to virtual spaces – not just an outer layer of products or content materials. The virtual and physical narrative spaces need to be and are being made seamless with tech, personal with data and exciting with stories come from experience itself.
  • Our consumers are changing, too. They are mainly now Genzilla & Millennials
  • – who are seeking for something beyond typical approach and connection provided by brands. 

    In brief, they are finding excitement in life. The question is, whether we deliver enough excitement with what and how we are doing now towards them, in order to build our expected brand interaction & bonding.

    Then, as brands, we need to excite them more, engage them more, in their intensive hi-tech life with over-expectation experience, and continue the triggered conversation online. 

  • Among all changes, storytelling is transforming as a result of consumer experiences when travelling from physical to virtual spaces – not just an outer layer of products or content materials. The virtual and physical narrative spaces need to be and are being made seamless with tech, personal with data and exciting with stories come from experience itself.
  • Among all changes, storytelling is transforming as a result of consumer experiences when travelling from physical to virtual spaces – not just an outer layer of products or content materials. The virtual and physical narrative spaces need to be and are being made seamless with tech, personal with data and exciting with stories come from experience itself.
  • Among all changes, storytelling is transforming as a result of consumer experiences when travelling from physical to virtual spaces – not just an outer layer of products or content materials. The virtual and physical narrative spaces need to be and are being made seamless with tech, personal with data and exciting with stories come from experience itself.
  • Among all changes, storytelling is transforming as a result of consumer experiences when travelling from physical to virtual spaces – not just an outer layer of products or content materials. The virtual and physical narrative spaces need to be and are being made seamless with tech, personal with data and exciting with stories come from experience itself.
  • Narratives built through products, services and stories across physical and virtual spaces
  • Social Drive: With the insight of never missed a thing from your friends, always stay connected yet keep yourself safe at all times, how a car can improve your life?

  • Now, would you like to tell me what have you done with the video I have just shown?
    Coming back to the point of HOW THE STORY IS DEVELOPED AND WHO TELL THE STORY,

    The experience is the story.
    The telling is a part or a result of consumer travelling from the beginning to the end of the campaign journey.
  • You can join in our booths othere
  • CONSISTENT EXPERIENCE WITH A TWIST AT EVERY TOUCHPOINTS, AND FORMED AS A STEP BY STEP JOURNEY
    WHERE ANY INDIVIDUAL CAN JUMP IN AT ANY TOUCHPOINT
  • Then whats next
    There are two ways for brand to extend themselves in the relationship with consumers
  • Brand engagement – normally it only happens when you have brand activities, during off campaign time, mainly all platform will be activated as broadcasting hub for brand, and depends on how good the story, consumers may interact with the brand on such stories, yet they are quite fragmented

    And, even in any brand activation activities – promotion, activation at MT or GT, brand events, there will be tremendous effort from brand to maximize the echo of those show on the online world.

    How could we make it better?
  • Continuum of experience to elaborate brand engagement.

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