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Emerald - Realization of O2O vision in Vietnam Slide 1 Emerald - Realization of O2O vision in Vietnam Slide 2 Emerald - Realization of O2O vision in Vietnam Slide 3 Emerald - Realization of O2O vision in Vietnam Slide 4 Emerald - Realization of O2O vision in Vietnam Slide 5 Emerald - Realization of O2O vision in Vietnam Slide 6 Emerald - Realization of O2O vision in Vietnam Slide 7 Emerald - Realization of O2O vision in Vietnam Slide 8 Emerald - Realization of O2O vision in Vietnam Slide 9 Emerald - Realization of O2O vision in Vietnam Slide 10 Emerald - Realization of O2O vision in Vietnam Slide 11 Emerald - Realization of O2O vision in Vietnam Slide 12 Emerald - Realization of O2O vision in Vietnam Slide 13 Emerald - Realization of O2O vision in Vietnam Slide 14 Emerald - Realization of O2O vision in Vietnam Slide 15 Emerald - Realization of O2O vision in Vietnam Slide 16 Emerald - Realization of O2O vision in Vietnam Slide 17 Emerald - Realization of O2O vision in Vietnam Slide 18 Emerald - Realization of O2O vision in Vietnam Slide 19 Emerald - Realization of O2O vision in Vietnam Slide 20 Emerald - Realization of O2O vision in Vietnam Slide 21 Emerald - Realization of O2O vision in Vietnam Slide 22 Emerald - Realization of O2O vision in Vietnam Slide 23 Emerald - Realization of O2O vision in Vietnam Slide 24 Emerald - Realization of O2O vision in Vietnam Slide 25 Emerald - Realization of O2O vision in Vietnam Slide 26 Emerald - Realization of O2O vision in Vietnam Slide 27 Emerald - Realization of O2O vision in Vietnam Slide 28

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Emerald - Realization of O2O vision in Vietnam

Emerald - Realization of O2O vision in Vietnam - Digital Activation Conference 2015

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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
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Emerald - Realization of O2O vision in Vietnam - Digital Activation Conference 2015

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