brand karma bdt

78
Big Data What It Means For You Morris Sim | CEO & Co-Founder @morrissim

Upload: christophertseng

Post on 23-Apr-2017

225 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Brand Karma BDT

Big Data What It Means For You

Morris Sim | CEO & Co-Founder @morrissim

Page 2: Brand Karma BDT

WELCOME TO TRISARA

Page 3: Brand Karma BDT

PUT YOUR BUSINESS CARD IN THE BOX

3

2 Night Stay in Trisara in Phuket, Thailand

Drawing at the end of today!

Page 4: Brand Karma BDT

•  The Big Data Perfect Storm

•  Instagrammable Moments

•  How To Make Millions Using Social Commerce

Agenda Today

Page 5: Brand Karma BDT

What Is Big Data?

Page 6: Brand Karma BDT

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

6

Page 7: Brand Karma BDT

PC BECOMING DOORSTOPS

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

7

Page 8: Brand Karma BDT

TABLETS COMING ON STRONG

Source: Morgan Stanley Research, Gartner Group 8

Page 9: Brand Karma BDT

WHAT HAPPENS IN CHINA…

Source: CNNIC, 2013 9

Page 10: Brand Karma BDT

HAPPENS ELSEWHERE…

Source NHN Corporation , 2013 10

Page 11: Brand Karma BDT

EVEN IN THE US…

Groupon, 2013 11

Page 12: Brand Karma BDT

WEARABLES ARE HERE

12

Page 13: Brand Karma BDT

NEED FOR WEARABLES

Source: KPCB, 2013 13

Page 14: Brand Karma BDT

WEARABLES ARE HERE

Source: MIT, KPCB 14

Page 15: Brand Karma BDT

DIGITIZING EXISTENCE VIA RICH MEDIA

15

Page 16: Brand Karma BDT

MEDIA + MOBILE + SHARING = NOW

16

Page 17: Brand Karma BDT

RISE OF INSTAGRAM AND SNAPCHAT

Source: KPCB 17

Page 18: Brand Karma BDT

100 HOURS OF VIDEO UPLOADED/MIN.

Source: YouTube 18

Page 19: Brand Karma BDT

SOUND MAKING A COMEBACK

Source: DropCam, Mashable, 2013 19

Page 20: Brand Karma BDT

DATA CREATES WIN-WIN SITUATIONS

Source: Waze, Jawbone, Yelp 20

Page 21: Brand Karma BDT

SHARING ECONOMY INNOVATIONS

21

Page 22: Brand Karma BDT

SHARERS ARE IN EMERGING MARKETS

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

Page 23: Brand Karma BDT

RICH SOCIAL MEDIA GROWING FAST

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

Page 24: Brand Karma BDT

CHINA IS VIRAL

24

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

Page 25: Brand Karma BDT

SCAN OR BE SCANNED

25

Page 26: Brand Karma BDT

STARBUCKS IS A STATUS SYMBOL

26

Page 27: Brand Karma BDT

OFFLINE INTEGRATED WITH ONLINE

27

Page 28: Brand Karma BDT

EXPLOSIVE GROWTH IN CHINA

Source: Imageco, 2013 28

Page 29: Brand Karma BDT

MOST MOBILE USERS IN THE WORLD

Source: Flurry Analytics 29

Page 30: Brand Karma BDT

CONNECTED TO MEDIA

Source: eMarketer, Miaozhen Systems, 2012 30

Page 31: Brand Karma BDT

CONNECTED TO ECOMMERCE

Source: Alibaba, eBay, Amazon 31

Page 32: Brand Karma BDT

CONNECTED SERVICES

32

Page 33: Brand Karma BDT

CONNECTED MARKETS

33

Page 34: Brand Karma BDT

•  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

34

Page 35: Brand Karma BDT

CONNECTED COMMUNITIES

Source: Morgan Stanley Research 35

Page 36: Brand Karma BDT

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

36

Page 37: Brand Karma BDT

Creating Instagram-mable Moments

37

Page 38: Brand Karma BDT

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.

Page 39: Brand Karma BDT

INSTAGEN SEGMENTS

39

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

Page 40: Brand Karma BDT

•  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

40

Page 41: Brand Karma BDT

41

#HasJustineLandedYet

Page 42: Brand Karma BDT

42

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.”

Page 43: Brand Karma BDT

43

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.”

Page 44: Brand Karma BDT

44

Page 45: Brand Karma BDT

45

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…

Page 46: Brand Karma BDT

46

Page 47: Brand Karma BDT

47

Page 48: Brand Karma BDT

REVIEWERS’ PREFERENCES

48

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

Page 49: Brand Karma BDT

Coffee Break

49

Page 50: Brand Karma BDT

Social Commerce

Page 51: Brand Karma BDT

Making 10s of Thousands: Single-Channel Approach

Page 52: Brand Karma BDT

52

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

3

2 To convert, The offer must be competitive

Your reputation matters; Inversely proportional to discount

Page 53: Brand Karma BDT

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

53

Page 54: Brand Karma BDT

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

54

Page 55: Brand Karma BDT

•  >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

55

Page 56: Brand Karma BDT

Making 100s of Thousands: Integrating Channels

56

Page 57: Brand Karma BDT

Facebook Page Insights (April 2014)

57

Page 58: Brand Karma BDT

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

58

Page 59: Brand Karma BDT

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

59

Page 60: Brand Karma BDT

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

60

Page 61: Brand Karma BDT

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

61

Page 62: Brand Karma BDT

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

62

Page 63: Brand Karma BDT

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

63

Page 64: Brand Karma BDT

Overall Campaign Statistics

64

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

Page 65: Brand Karma BDT

Bookings

65

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%

Page 66: Brand Karma BDT

Making Millions: Sustained Efforts Of Small Campaigns

66

Page 67: Brand Karma BDT

NO BS IN DATA-DRIVEN MARKETING

67

Page 68: Brand Karma BDT

NO BS IN DATA-DRIVEN MARKETING

68

Page 69: Brand Karma BDT

69

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

3

2

Page 70: Brand Karma BDT

STARWOOD TRAVEL EXCLUSIVES

70

Page 71: Brand Karma BDT

PRECISE FAN DEVELOPMENT

71

Page 72: Brand Karma BDT

 Audience  

   

   

       72

Social Reputation Analytics

Ad Targeting

Seasonality Competitor

Rates

Flight Availability

Page 73: Brand Karma BDT

RIGHT FANS DRIVE REVENUE GROWTH

73

 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

Page 74: Brand Karma BDT

GREAT CONVERSION PREFERENCES

74

Fans and friends-of-fans of the Starwood Travel

Exclusives page are 7-14 times more likely to

convert than non-fans

Page 75: Brand Karma BDT

75

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

3

2 To convert, The offer must be competitive

Your reputation matters; Inversely proportional to discount

Page 76: Brand Karma BDT

Big Data Is Used To Find That 1 Customer

76

Page 77: Brand Karma BDT
Page 78: Brand Karma BDT

Thank You Morris Sim | @morrissim

78