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
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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,
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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.
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17. An experience
initiator &
exciter
What are Genzilla & Millennials seeking in life, and
in the relationship to brands?
How are they moving?
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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
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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)
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25. How digital can play a better role
in the O2O game?
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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?
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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.
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28. A car is a space
of services for
empowering
people’s lives
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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
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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.
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32. “The internet
of things” –
O2O
connections
are REAL & in
PHYSICAL
form.
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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?
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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
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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.
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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
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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
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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.