2. We are a new breed of agency that specializes in Total Reputation Management You are the company you keep…. And never more so than in the online world… BlueCurrent is a boutique consultancy based in Hong Kong but serving Greater China We combine insight and intuition to help prominent individuals, companies and organizations manage their reputationsand strengthen their brands We operate in the sweet spot where social media, search and public relations converge 2
4. We provide practical and measurable ways to Protect, build and enhance reputations Change brand perceptions We can help you to Build and engage communities around your brand Identify the stages and triggers of influence Monitor what people are saying about you Manage crises online and offline 4
7. Our approach is simple Our cross-disciplinary teams of specialists use insight and instinct to interpret how you are perceived both online and offline We then apply fresh thinking to develop the best strategy for you and your business We’re flexible, and deliver results with passion and determination 7
8. Our clients include… 8 One of the most successful hotel groups in the world The fastest growing company in the world One of the largest healthcare companies in the world One of the largest telco companies in the world
9. 9 … but our services are aimed at a diverse group of customers including
11. We are specialists We have first-hand knowledge of Greater China and APAC’s complex Media, Search and Social Media landscape 11 <New picture> http://www.luxuo.com/wp-content/uploads/street-china.jpg
12. We are part of a larger family We are part of the Omnicom Group, one of the world’s largest agency groups We are a member of the Fleishman-Hillard family of brands and we can tap into their diverse network of PR practitioners, analysts and digital specialists in over 80 offices around the world 12
13. We have global cross-industry experience Max Sim Vice President 10+ years digital expertise Accenture, News Corp subsidiaries, Experian Hitwise (Asia, Middle East, Europe) James Hacking Vice President 7+ years communications expertise British Airways, RIM, Fox International Networks, Huawei, Bosch, TCS, Pfizer, BMS, Motorola 13
19. How do I know what consumers think of my brand? 19
20. • The complaint • The compliment • The problem • The question or inquiry • The campaign impact • The crisis • The competitor • The crowd • The influencer • The point of need • Customer service team • Marketing and product team • Customer service team • Sales team • Marketing team • Marketing team • Marketing team and product team • The Marketing team • The Marketing team • The Marketing team and Product team Monitor with Using our proprietary online monitoring tool – SONAR – we help organisations understand how their brands or products are perceived 20
21. How do you increase your marketing effectiveness? 21
22. Effective marketing starts with insights… Using first research and then insight, BlueCurrent determines what media matters at each stage of the purchase funnel We then co-create content for you (Search engine results, eBooks, Editorial articles, Online videos) 22 Successful owner of a restaurant chain Source: Tec target
23. … like industry-specific customer journey insights 23 AWARENESS CONSIDERATION COMPARISON PURCHASE POST PURCHASE I am going to check what people are saying. Is it really a laptop replacement? I heard on the news that Apple has released a new tablet PC that will replace my heavy laptop I have decided that the Apple Ipad is perfect for me. What is the best deal out there? It has really changed my life. I am going to tell my friends about it Ok, so people are saying it’s pretty good, so what are the alternatives? i am going to check what people are saying. How does it compare with the Samsung Galaxy and other Android tablets or small netbooks. Is Apple’s product really worth the price?
24. How do you make sure you are using the right Keywords for search engines? 24
25. Search engine monitoring and response Hundreds of major search engine pages are monitored weekly for sentiment BlueCurrent finds untargeted opportunities, landing page opportunities and content mismatches 25 SEGMENT 1 - VC search behaviour “ubuyibuy” “youbuyibuy” “ubuyibuy hk” “ibuyubuy” “ibuyyoubuy” SEGMENT 2 - Vendor search behaviour “small business marketing” “restaurant marketing” SEGMENT 3 - Bargain hunter search behaviour “Pizza Express voucher” “Papa johns voucher” “Tony and Guy voucher” Untargeted Google result. Neither Chinese or English users get the result they want. Overall a bad experience for VCs, merchants and customers
26. How do you make sure people trust your website instantly? 26
27. Make sure all the elements of ‘trust’ are there BlueCurrent ensures you are not losing customers at your front door Your customer acquisition funnel leaks are optimised 27 Clear simple benefit Tech error Dominant negative message Confusing benefit statement Single action funnel As seen on Bloomberg obscured
