1. 5 Secret Elements !
for Luxury Brandsʼ !
Online Success !

2. Questions and Comments!
@ogilvyasia!
5 Secret Elements !
for Luxury Brandsʼ !
or!
Online Success !

3. Speakers
@ThomasCrampton
@JohnStauffer
APAC Director
Regional Director, Hong Kong
Ogilvy Ogilvy

4. AGENDA!
Silicon Valley Google and
Voices! Facebook!
Human-centered! Yammer and!
Design! Facebook email!

5. The
Silicon
Trail
Stanford
Source:
h*ps://picasaweb.google.com/wolfgang.yang

6. The
Silicon
Trail
Stanford
Garth Saloner Tim O’Reilly
Dean, Stanford Founder & CEO,
Business School O’Reilly Media, Inc.
Max Levchin
Vice President of
Engineering, Google
Reid Hoffman
Ramu Yalamanchi
Executive Chairman
Founder, Hi5 & Founder, LinkedIn

7. Google
Silicon Valley hits middle age

8. Facebook
Ambiance
The Wall, Food and More Food
David O
gilv
woz ‘er y
e
Apple +
Facebook?

9. Facebook
Decor
Analog Research Laboratory
Source:
h*p://designforfun.com/

10. Facebook’s
Goal
The World
1 Billion Users

11. Facebook’s
2nd
Goal
Friends of Friends
642 million users
friends
friends
of
friends

12. Elements of the Next Internet
Mary Meeker Vision and How It Fits Asia

13. Creating Infectious Action
Jennifer Aaker’s Dragonfly Effect

14. Design Thinking
The Stanford Seven
Source:
Stanford
Ins<tute
of
Design

15. Design Thinking
Empathize
Human-Centered Design Process!
Source:
Stanford
Ins<tute
of
Design

16. Design Thinking
Define
Compelling Needs and Insights!
Source:
Stanford
Ins<tute
of
Design

17. Design Thinking
Ideate
Explore A Wide Solution Space!
Source:
Stanford
Ins<tute
of
Design

18. Design Thinking
Prototype
Ideas Take Physical Form!
Source:
Stanford
Ins<tute
of
Design

19. Design Thinking
Test
Place Prototype in Userʼs Life!
Source:
Stanford
Ins<tute
of
Design

20. Grab
your
Facebook
email
now!
Sign up on Facebook
facebook.com/about/messages!

21. Join
the
Ogilvy
Yammer
Network
now!
Sign up on Yammer
https://www.yammer.com/!

22. Any Questions? !
Archive of all presentations:!
www.asiadigitalmap.com/training!
Password: socialat!
5 Secret Elements !
for Luxury Brandsʼ !
Online Success !
Sign up for the social media email list:
thomas.crampton@ogilvy.com!

23. 5 Secret Elements !
for Luxury Brandsʼ !
Online Success !

24. Social
41
SO
0.772

25. iTunes Changed Media, But Apps Are Faster 10
billion
App Downloads on iTunes vs Music + Video + Movie
Apps = ???!
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker,
Apple

26. Social Trends
Dominant Emergent Categories
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker,
Groupon,
Twi*er,
Zynga

27. Gamification
Gaming mechanisms play increasingly important part in strategy

28. Local
78
LO
0.031

29. Local
5 Countries = 46% of Netizens
China + India = 21% of Netizens!
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker,
Interna<onal
Telecommunica<ons
Union,
comScore

30. Local Drivers For Mobile Usage
Sharing, Location and Friending Drive Data Use
Sharing! Location! Friending!
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker

32. Mobile
32
MO
0.546

33. Local
Mixi Page Views
Japan Trends Show
Importance of Mobile!
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker,
company
reports,
Naoshi
Nema,
Morgan
Stanley

34. Mobile
New Mobile Activity
Average
Time
Spent
on
Various
Mobile
FuncCons
(Maps,
Games,
Social
All
Other
Networking,
UJliJes,
Etc.)
Web/Web
Apps
Mail
App
(Phone,
Skype,
Messages)
New
AcJvity
Telephony
0
10
20
30
40
50
Minutes/Day
60% of Time Spent is New Activity!
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker,
AppsFire,
1/11

35. Mobile
Revolutionizing Commerce
Location-Based Transparent
Services! Pricing!
Discounted Immediate
Offers! Gratification!
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker,
company
reports,
Morgan
Stanley

36. Mobile
TV-Interactive Phones
“What is the stain saying?”!
Source:
“ Top
Mobile
Internet
Trends”
–
Murphy
&
Meeker