2012.03.28 數位時代 X 台灣安吉斯媒體集團 共同主辦-- 2012數位趨勢高峰論壇 MEGA Marketing:4Cs大行銷。新面貌 Connecting Dots整合：跨界、串連、Big Data，翻新全球商業模式 專題演講二： 功典集團執行長 陳傑豪

1. Connecting the Dots

2. Web, Online, Internet, Mobile, Social Network…………
b l bl l k
(81%) will go online to verify those recommendations
(81%) ill go online to erif those recommendations
(61%) specifically through researching product/service information
(55%) reading user reviews
(43%) searching ratings websites
(43%) searching ratings websites

3. Exponential Data Growth
Exponential Data Growth
What is
Wh t i
happening
out there?
out there?

4. Big Data
Big Data Be ready to face a world of multi exponential data growth…..
Corporation
Big
g
Historical Data
(ERP, CRM, and etc) Data
Issues
Large Enterprises
Mid‐Size Companies
Small Companies
Small Companies
Current Future

6. to to
1to1: 1‐to‐1 / targeted conversation 鎖定式對話
1toALL: 1‐to‐all / social marketing 社群行銷
影響
ALLto1: all to 1 / influence 影響
ALLto1: all‐to‐1 / influence

7. Connecting the Dots
BE STRATEGIC
BE STRATEGIC

8. Product
Product ‐ Centric
Consumer ‐ Centric

9. International CRM vs Asian CRM
International CRM vs Asian CRM
Consumer ‐ Centric
Pre‐Sales Sales After‐Sales Up‐Sell
Need Awareness Interest Search Purchase Usage Satisfaction
需求產生 知名 興趣 搜尋 購買 使用 滿意
Dissatisfaction
不滿意
Product ‐ Centric
Inventory Management Cost and Product Management
Ready Warehousing Delivery Packaging Supply‐Chain Manufacturing Procurement
For &
Shipping Assembly

10. B2C CASE STUDY

11. Inside‐out power users CRM Consulting
Service calls related to Nature of Issue Detail of Issue
Hardware EDO/SD/DDR RAM
Power
User 12282 4420 582
Power SMPS mode
Software
820
Text Minin
Te
Closing the loop
Repeat‐sale
1984 Fan operating voltage
Specification
625
ng Engine
Up‐sale
U l
Cross‐sale 1386 BIOS
Influential‐sale
I fl i l l 922
Drivers
Behavior
Analysis
CRM Tools 1340
Lifestyle Data Matching Email
10%Effective
Coding
(Mosiac)
Accuracy
Process
Mbr Database to
Acquire more info
40%
Power Users

12. Outside‐in power users
VIP
Opinion Leader Corporate Promoter
MAVEN 10% SALESMAN
4%
uses knowledge to
advise others
others
what to buy tech savvy
6%
uses knowledge
to persuade others
p
to become brand
users
loyalist
Feed tech news Attack with great
and related product offers
product contributor
TLC birthday offers
b hd ff
Product pre‐launch gamer
notice Incentive bundle packages
over‐clocker
l k
Exclusive access Exclusive sale events

13. Activate consumer migration for profit optimization
Product
Product A Product B Product C
Price
High 1
PRICE POINT power user
power user
Mid
PRICE POINT
PRICE POINT
Low 2
PRICE POINT
PRICE POINT
passive user
CRM Marketing
Purchase
P h Consumer Browsing
Behavior Activeness Behavior
Engagement
Most recent Frequent member Target product
purchase site log in candidate Campaign
High spender
Hi h d Frequent event
Frequent event
Frequent participant Incentive

14. CASE STUDY
Take B2B to the CRM world

15. Business Objective:
Business Objective:
Embedded market through Online Strategy: South Asia (40%), SEA, (30%), Taiwan (17%),
Korea (6%), ANZ (4%), RoA (3%)

16. Reach Relationship
p Revenue
Demand Creation Online Experience
Capability Content
Online Sales Center
Local
Sales Rep.

17. Virtual Event where is all happens
Virtual Event ‐ where is all happens

18. Virtual Event – Increase Customer Experience
p

19. Widget for you to configure
Widget for you to configure

20. Virtual Conference + Analytic CRM
General Contact List
( 2 days results )
Final Registered Rate
Final Registered Rate
25%
SEGMENATION
CRM
Purchase
Purchase Consumer Browsing
Behavior Activeness Behavior

21. is the
is the Future

22. Curation W ld
C i World
where consumers are creators
h
策展的世界

23. S a e co te t t you o
Share content with your own TASTE
S

24. Database and Software Future
Database and Software Future
Infrastructure
Relational Database Hadoop
p

25. HOW TO BUILD STRATEGY
HOW TO BUILD STRATEGY
FROM
ANALYTIC DATA

26. Take advantage of the NEW WORLD
Take advantage of the NEW WORLD
DATA NOISE
N
1) Find
Trust
2) Sort
3) Filter
YOUR
BRAND
Organizing

27. New Job Title
New Job Title
1. Curator
2. Sr. Tech Curator
2 Sr Tech Curator
3. Chief Curate Officer
Chief Curate Officer

28. Web 3.0 or Cloud
W b 3 0 Cl d
is not about Google, Facebook, or Amazon…!!!
It s about us!!!
It’s about us!!!

29. THANK YOU
THANK YOU
&
Pleasure to be here!
Pl t b h !