brand karma bdt

Big Data What It Means For You

Morris Sim | CEO & Co-Founder @morrissim

WELCOME TO TRISARA

PUT YOUR BUSINESS CARD IN THE BOX

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2 Night Stay in Trisara in Phuket, Thailand

Drawing at the end of today!

•  The Big Data Perfect Storm

•  Instagrammable Moments

•  How To Make Millions Using Social Commerce

Agenda Today

What Is Big Data?

There is already a lot of data! 1.  Smartphones and Tablets 2.  Wearable Devices 3.  Rich Media 4.  Sharing Behavior 5.  Scans 6.  Emerging Markets

BIG DATA STORM

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PC BECOMING DOORSTOPS

Source: Asymco.com (as of 2011), Public Data, Morgan Stanley Research, Gartner Group

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TABLETS COMING ON STRONG

Source: Morgan Stanley Research, Gartner Group 8

WHAT HAPPENS IN CHINA…

Source: CNNIC, 2013 9

HAPPENS ELSEWHERE…

Source NHN Corporation , 2013 10

EVEN IN THE US…

Groupon, 2013 11

WEARABLES ARE HERE

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NEED FOR WEARABLES

Source: KPCB, 2013 13

WEARABLES ARE HERE

Source: MIT, KPCB 14

DIGITIZING EXISTENCE VIA RICH MEDIA

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MEDIA + MOBILE + SHARING = NOW

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RISE OF INSTAGRAM AND SNAPCHAT

Source: KPCB 17

100 HOURS OF VIDEO UPLOADED/MIN.

Source: YouTube 18

SOUND MAKING A COMEBACK

Source: DropCam, Mashable, 2013 19

DATA CREATES WIN-WIN SITUATIONS

Source: Waze, Jawbone, Yelp 20

SHARING ECONOMY INNOVATIONS

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SHARERS ARE IN EMERGING MARKETS

*Source: Ipsos OTX, n=12,000, 2013 22

RICH SOCIAL MEDIA GROWING FAST

Source: Frank N Magid Associates, n=2K, 2013 23

CHINA IS VIRAL

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565M Internet Users 91% on Social Media

Average 46 minutes/day 365 days/year

X =

8.6T Minutes

Source: KPMG China 360, Issue 8, 2013, Social Media in China

SCAN OR BE SCANNED

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STARBUCKS IS A STATUS SYMBOL

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OFFLINE INTEGRATED WITH ONLINE

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EXPLOSIVE GROWTH IN CHINA

Source: Imageco, 2013 28

MOST MOBILE USERS IN THE WORLD

Source: Flurry Analytics 29

CONNECTED TO MEDIA

Source: eMarketer, Miaozhen Systems, 2012 30

CONNECTED TO ECOMMERCE

Source: Alibaba, eBay, Amazon 31

CONNECTED SERVICES

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CONNECTED MARKETS

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•  Price-driven offers •  Smattering of success

"  Economy chain claims success during the CNY period

"  布丁酒店 had a fan base of 250K and has been monetizing it with daily bookings of about 170 bookings/day

•  Extension of channel strategy as the starting point

CONNECTED HOTEL GUESTS

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CONNECTED COMMUNITIES

Source: Morgan Stanley Research 35

Trend Content Marketing Crisis Management

Smartphone & Tablets

Does your content fit those screens?

Are you ready for real-time responses?

Wearables Where are your opportunities beyond check-in/check-out?

What do/will you look like in Google Glass?

Rich Media How are you creating instagrammable moments?

Are you ready for real-time reporting by citizen journalists?

Sharing How does your content make someone look good in their social circle?

Are you ready for things going viral over a matter of hours? Even hoaxes?

Scans Can you integrate offline/online?

N/A

Emerging Markets Is the digital delivery and engagement of your content ‘luxury enough’ to the emerging consumers?

Are you ready for the mob?

CONCLUSIONS

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Creating Instagram-mable Moments

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Instagen. [in-stuh-jen] 1.  The ‘instagram-able’ generation: digitally-savvy people

who constantly share personal details and experiences ranging from the mundane to (occasionally) the truly mindblowing with words, abbreviations, #hashtags, emoticons, photos, and videos primarily with a smartphone or tablet device; not scoped by age, gender, nationalities, sexual orientation, income level, or education.

2.  The most influential consumers to have ever roamed Earth; people who will make or break your brand.

INSTAGEN SEGMENTS

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Marie: Gen Y Frontierswoman; ditched Facebook, Instagram rules, about to SnapChat

Ivan: Mainstream Gen Y; he’s on all the social and mobile platforms but WeChat rules him

Morris: Gen X Connoisseur; tech-background, quick to browse/experiment but slow to share

Rob: Mainstream Gen X; no-tech background, on Facebook and Instagram; little content

Don: Boomer Arbiter; tech background, categorizes new services, still mostly on emails

Hilary: Mainstream Boomer; no-tech background, discriminate about services to use

•  September 11: Destabilized sense of security •  China as a New Global Super Power: Altered global competition •  Global Financial Crisis, 2008+: Destabilized financial security •  High Unemployment Levels: Destabilized career optimism •  Potential Fiscal Debt Challenges: Rise in need to depend on selves •  Cheap/Available Computing: 24x7 global access to loads of stuff,

including shared goods •  New ‘Geek’ Entrepreneur Heroes: Positivity towards technology and

lack of privacy •  Social Connectivity: Able to find/share/create/provide + get feedback •  Rise in Value of Social/Virtual vs. Financial/Physical Currency:

Shortened expectation on time to gratification/recognition

Formative Events

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#HasJustineLandedYet

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The Saga Continues

“This is an outrageous, offensive comment that

does not reflect the views and values of IAC. Unfortunately, the

employee in question is unreachable on an

international flight, but this is a very serious matter

and we are taking appropriate action.”

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The Final Statement

“The offensive comment does not reflect the views and values of IAC. We take this issue very seriously, and we have parted ways with the employee in question. There is no excuse for the hateful statements that have been made and we condemn them unequivocally. We hope, however, that time and action, and the forgiving human spirit, will not result in the wholesale condemnation of an individual who we have otherwise known to be a decent person at core.”

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Oh man...words cannot express what happened to me after eating these. The Gummi Bear "Cleanse". If you are someone that can tolerate the sugar substitute, enjoy. If you are like the dozens of people that tried my order, RUN! First of all, for taste I would rate these a 5. So good. Soft, true-to-taste fruit flavors like the sugar variety...I was a happy camper…

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REVIEWERS’ PREFERENCES

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From our upcoming ILTM Asia Luxury Travelers Report – out June, 2014

Coffee Break

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Social Commerce

Making 10s of Thousands: Single-Channel Approach

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Small is the new Big, Sculpt your fan base precisely 1

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2 To convert, The offer must be competitive

Your reputation matters; Inversely proportional to discount

Situation •  2 year-old 5-star resort •  Hotel owner asked management team to increase GOP and

revenue •  Does not engage in SEM, limited long-tail SEO for website •  Direct traffic and search engine growth slowing down •  Unique property in its ambience and design •  #1 resort on TripAdvisor for region

Case Study: Commerce

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Campaign Execution •  Defined Target Market by satisfaction, ADR,

geography, and X factor •  Targeted them on Facebook with existing

“complimentary upgrade to suite” offer •  Spent $100/day for 6 days on Facebook •  Drove Facebook CPC ads directly to landing page on

client’s website •  Did NOT create a Facebook fan page for property to

compliment CPC ads

What Followed

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•  >2000% ROI based on offer bookings alone •  Increase in non-offer direct bookings •  Average spend/stay an additional 75% on top of room rate •  Direct traffic increased significantly over the same period

whereas other traffic sources held steady •  Optimized yield by

•  Shifting segment mix from Non-Direct to Direct •  Shifting channel production within Direct from Trades to Website

Results

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Making 100s of Thousands: Integrating Channels

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Facebook Page Insights (April 2014)

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Sample Ads For 10 Baht/1 Ringgit Offer Facebook Campaign (May - July 2013)

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Sample Ads For Family Package Facebook Campaign (May - July 2013)

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Sample Ads For Surf Package Facebook Campaign (May - July 2013)

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Sample Ads For Hot Deal Facebook Campaign (May - July 2013)

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Sample Banner Ad For Surf Package on TripAdvisor (May - July 2013)

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Sample Banner Ad For Family Package on TripAdvisor (May - July 2013)

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Overall Campaign Statistics

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Facebook Impressions Clicks Spend CPC CPM Page Likes

10 Baht 84,992 807 $121.80 $0.15 $1.43 90

1 Ringgit 154,716 1,924 $177.67 $0.09 $1.15 200

Family 534,024 11,626 $1,645.11 $0.14 $3.08 624

Hot Deal 675,885 11,183 $1,295.72 $0.12 $1.92 685

Surf 620,014 11,135 $1,597.30 $0.14 $2.58 464

Total 2,069,631 36,675 $4,837.60 $0.13 $2.34 2,063

　TripAdvisor Total Spend Clicks

Surf $ 4,705.89 　

Family $ 2,352.94 　

Hot Deals $ 1,058.82 　

Total $ 6,000.01 2,729

Bookings

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Spent Revenue ROI

Facebook $4,837.60 　 　

TripAdvisor $6,000.01 　 　

Total (.COM) $10,837.61 $77,568.19 616%

.COM + OTA $214,699.44 1,881%

ALL $442,221.01 3,980%

Making Millions: Sustained Efforts Of Small Campaigns

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NO BS IN DATA-DRIVEN MARKETING

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NO BS IN DATA-DRIVEN MARKETING

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Can social media increase direct bookings by at least US$1 million?

No hotel company had made more than a few thousand dollars from social commerce

Third-Party Bookings (e.g., Expedia)

Direct bookings $ $ $ $ $ $ $ $ $

$ $ $ $ $

1

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STARWOOD TRAVEL EXCLUSIVES

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PRECISE FAN DEVELOPMENT

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 Audience  

       72

Social Reputation Analytics

Ad Targeting

Seasonality Competitor

Rates

Flight Availability

RIGHT FANS DRIVE REVENUE GROWTH

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 100,000    

 200,000    

 300,000    

 400,000    

 500,000    

$0    

$500,000    

$1,000,000    

$1,500,000    

$2,000,000    

$2,500,000    

Jan-­‐13  

Apr-­‐13  

Jul-­‐13  

Oct-­‐13  

   Total  Fans  

Rev

enue

(US$

) – O

ffers

Onl

y

Fan base

GREAT CONVERSION PREFERENCES

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Fans and friends-of-fans of the Starwood Travel

Exclusives page are 7-14 times more likely to

convert than non-fans

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Small is the new Big, Sculpt your fan base precisely 1

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2 To convert, The offer must be competitive

Your reputation matters; Inversely proportional to discount

Big Data Is Used To Find That 1 Customer

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Thank You Morris Sim | @morrissim

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