A Unified View of Diversity

1. Social Intelligence in APAC
A Unified View of Diversity

2. PART 01
What Does APAC
Diversity and Food
Have in Common?

3. Diversity in Singapore

4. In Texas, we talk a lot about diversity and tolerance

5. But real diversity is about mutual curiosity.

6. Singapore is the obvious place for a regional headquarters

7. A stone’s throw from all major APAC markets

8. It’s possible to hire people from everywhere

9. Stability and infrastructure that makes business possible

10. Not to mention…

11. There is OPPORTUNITY but also a risk of SIMPLIFICATION
• (blank slide?)
But there also the risk of
OVER SIMPLIFICATION.
The idea that because we have
commonaliHes, and mostly get
along…

12. … that Asia is all the same: one big Chinese, Thai, Sushi buffet

13. The reality is much more complicated

14. Asian marketing is extremely fragmented (in-store Taobao)

15. There is OPPORTUNITY but also a risk of SIMPLIFICATION
• (blank slide?)
More than 25 countries
More than 14 major languages
More than 50 percent of the most religiously diverse countries
More than 7 local versions of Dancing with the Stars

16. How can marketers keep up with these diverse trends?

17. Social Listening makes big promises

18. But in APAC, is just not that simple
Line
Wixi
Naver
Kakao
QQ
Weibo
Sina
Wechat
Facebook
TwiZer
Instagram
Whatsapp

19. JAPAN: www.city-yanai.jp/life/1/ CHINA: www.deyi.com/
INDONESIA: www.kaskus.co.id/ TAIWAN: www.pZ.cc

20. Thousands of websites unique to APAC – are you listening to them?

21. How do we make sure we see the people inside the data?

22. PART 02
Towards a Unified
View of Diversity With
Social Intelligence

23. Helping Danone put listening at the heart of its digital transformation.

24. Danone’s Digital Initiative

25. MANAGING THE IMAGE OF BRAND AND PRODUCT
Product
PercepHon
Regional
Hotspots

26. OPTIMIZING MARKETING PERFORMANCE

27. News sites, blogs and
forums dedicated to
scien5fic, medical,
nutri5onal and/or
educa5onal ques5ons
18%
Heath
(210 sites)
Blogs and portal
websites dedicated
to recipes and
cuisine
23%
Foodies
(257 websites)
mum&dad
(486 websites)
Websites, blogs and
forums dedicated
to family maNers
43%
9%
Na5onal and local
online media
Maternal nutri5on ecosystem in UK: 1142 websites, 5 key communi5es
"Media"
(108 websites)
MAPPING KEY CUSTOMER COMMUNITIES

28. TURNING DATA INTO BUSINESS INFORMATION

29. Locally created monthly reports to business managers

30. Newsletter bringing social intelligence across the organization

31. Summarized analytics for board level awareness

32. APAC
Team of 45
with 9
NaHonaliHes
7 years
Localized
Data
Capture
in APAC

33. Social intelligence is about people
1. For digitally proacHve brands, social intelligence is criHcal for
bringing consumer data into the business
2. But APAC is the most diverse market globally and needs a special
approach to be consistent and relevant
3. But both local data capture technology and local analysis is
needed for consistency and relevance

34. @benjaminduvall
@DanoneGroup
@Linkfluence
Linkedin.com/company/danone
Linkedin.com/company/linkfluence
It’s Hme for social media data
to go beyond social media...
Thank you!