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Linkfluence - Social Intelligence in APAC [HUBFORUM]

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A Unified View of Diversity

Veröffentlicht in: Marketing
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Linkfluence - Social Intelligence in APAC [HUBFORUM]

  1. 1. Social Intelligence in APAC A Unified View of Diversity
  2. 2. PART 01 What Does APAC Diversity and Food Have in Common?
  3. 3. Diversity in Singapore
  4. 4. In Texas, we talk a lot about diversity and tolerance
  5. 5. But real diversity is about mutual curiosity.
  6. 6. Singapore is the obvious place for a regional headquarters
  7. 7. A stone’s throw from all major APAC markets
  8. 8. It’s possible to hire people from everywhere
  9. 9. Stability and infrastructure that makes business possible
  10. 10. Not to mention…
  11. 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. 12. … that Asia is all the same: one big Chinese, Thai, Sushi buffet
  13. 13. The reality is much more complicated
  14. 14. Asian marketing is extremely fragmented (in-store Taobao)
  15. 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. 16. How can marketers keep up with these diverse trends?
  17. 17. Social Listening makes big promises
  18. 18. But in APAC, is just not that simple Line Wixi Naver Kakao QQ Weibo Sina Wechat Facebook TwiZer Instagram Whatsapp
  19. 19. JAPAN: www.city-yanai.jp/life/1/ CHINA: www.deyi.com/ INDONESIA: www.kaskus.co.id/ TAIWAN: www.pZ.cc
  20. 20. Thousands of websites unique to APAC – are you listening to them?
  21. 21. How do we make sure we see the people inside the data?
  22. 22. PART 02 Towards a Unified View of Diversity With Social Intelligence
  23. 23. Helping Danone put listening at the heart of its digital transformation.
  24. 24. Danone’s Digital Initiative
  25. 25. MANAGING THE IMAGE OF BRAND AND PRODUCT Product PercepHon Regional Hotspots
  26. 26. OPTIMIZING MARKETING PERFORMANCE
  27. 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. 28. TURNING DATA INTO BUSINESS INFORMATION
  29. 29. Locally created monthly reports to business managers
  30. 30. Newsletter bringing social intelligence across the organization
  31. 31. Summarized analytics for board level awareness
  32. 32. APAC Team of 45 with 9 NaHonaliHes 7 years Localized Data Capture in APAC
  33. 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. 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!

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