An insightful presentation on building world class digital experiences on the Adobe Customer Experience Management platform for Singapore Tourism Board
3. Full Service Digital Agency 16 years of brand building, engagement, activation and relationship management on behalf of our clients Offices in Singapore, Japan, Hong Kong, Malaysia and Indonesia Strong capabilities across Strategy, UX, Creative, Technology and Analytics Official Adobe Business Partner
4. A Fine Balance Experience Technology Planning Analytics Creative
15. The goal Increase tourist arrivals and tourism receipts through a digital platform that delivers upon the brand promise, and brings to live the amazing experiences that Singapore has to offer in the most sustainable fashion
16. Bringing the brand alive Branded Site THE COMMITMENT Strategy THE WAY OF WORKING ‘Connecting the DOTs’ Video Sharing Site Video/Photo Sharing Site CAMPAIGN Social Network Site Micro- Blogging Site ‘BRAND X’ PLATFORM ENGAGEMENT
17. design creates stories, and stories create memorable experiences, and great experiences have this innate ability to change the way in which we view our world
18. 6 segments 1000 new content to be written and developed 6 months of planning and strategy development 3 months of implementation More THINKING Less TALKING
19. And so we set out to tell a story One that would entice, engage and alter perceptions Through a digital presence that embodied the city - exciting, easy and continuously transforming itself A world class digital platform for a world class city
20. The challenge A diverse set of audiences, with different language, interests and content needs. Transform an existing information-based website, with an exceptionally large amount of content. Design and layout that engage the emotional, while providing the functional, essential tools for the rational mind.
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22. The need for content strategy A framework that governed and established rules Structured for search Mix of created, aggregated and user generated content that is meticulously tagged and reused Create content once, publish to multiple devices Flexible design templates and layouts that suits multiple business units Adhere to editorial workflow & content lifecycle Continuously monitor and measure the effectiveness of content
23. Website Social platforms Word of mouth A single platform to centrally manage distributed content, while creating a personalised, emotionally engaging experience Blogs Feeds eDM & CRM Reviews & Partner content Mobile
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25. 2 years on, we’re still learning We obsess over the data and analytics We strive to understand consumer behaviour better through multivariate testing and by extrapolating Omniture data Continuously evolve the offering Informed by insights gleaned through Omniture , powered by Adobe’s web experience management capabilities