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XM Asia Adobe Digital Experience Presentation YourSingapore

XM Asia Adobe Digital Experience Presentation YourSingapore

An insightful presentation on building world class digital experiences on the Adobe Customer Experience Management platform for Singapore Tourism Board

An insightful presentation on building world class digital experiences on the Adobe Customer Experience Management platform for Singapore Tourism Board

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XM Asia Adobe Digital Experience Presentation YourSingapore

  1. 1. Web Experience Strategies & Case Study of Singapore Tourism Board<br />Paul Soon<br />18th August 2011<br />
  2. 2. Part of the WPP family<br />
  3. 3. Full Service Digital Agency <br />16 years of brand building, engagement, activation and relationship management on behalf of our clients<br />Offices in Singapore, Japan, Hong Kong, Malaysia and Indonesia<br />Strong capabilities across Strategy, UX, Creative, Technology and Analytics<br />Official Adobe Business Partner<br />
  4. 4. A Fine Balance<br />Experience<br />Technology<br />Planning<br />Analytics<br />Creative<br />
  5. 5. A Selection of our Clients <br />
  6. 6. What sort of a branded experience would be perfect?<br />
  7. 7. Personalised, Contextual and Intelligent<br />
  8. 8. Informational, utility led, ease of use<br />
  9. 9. Sharing, social, connected <br />
  10. 10. Distribution, two-way, concise<br />
  11. 11. But you would have to spend USD343.09 billion to buy them all<br />
  12. 12. The single objective we have for ALL our clients is to build a truly sustainable digital presence<br />
  13. 13. One that organically grows and makes the most of tactical spikes<br />
  14. 14.
  15. 15. The goal<br />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<br />
  16. 16. Bringing the brand alive<br />Branded <br />Site<br />THE COMMITMENT<br />Strategy<br />THE WAY OF WORKING<br />‘Connecting the DOTs’<br />Video <br />Sharing Site<br />Video/Photo <br />Sharing Site<br />CAMPAIGN<br />Social <br />Network Site<br />Micro- <br />Blogging Site<br />‘BRAND X’<br />PLATFORM<br />ENGAGEMENT<br />
  17. 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<br />
  18. 18. 6 segments<br />1000 new content to be written and developed<br />6 months of planning and strategy development<br />3 months of implementation<br />More THINKING<br />Less TALKING<br />
  19. 19. And so we set out to tell a story <br />One that would entice, engage and alter perceptions<br />Through a digital presence that embodied the city - exciting, easy and continuously transforming itself<br />A world class digital platform for a world class city<br />
  20. 20. The challenge<br />A diverse set of audiences, with different language, interests and content needs.<br />Transform an existing information-based website, with an exceptionally large amount of content.<br />Design and layout that engage the emotional, while providing the functional, essential tools for the rational mind.<br />
  21. 21.
  22. 22. The need for content strategy<br />A framework that governed and established rules<br />Structured for search<br />Mix of created, aggregated and user generated content that is meticulously tagged and reused<br />Create content once, publish to multiple devices<br />Flexible design templates and layouts that suits multiple business units <br />Adhere to editorial workflow & content lifecycle<br />Continuously monitor and measure the effectiveness of content<br />
  23. 23. Website<br />Social platforms<br />Word of mouth<br />A single platform to centrally manage distributed content, while creating a personalised, emotionally engaging experience<br />Blogs<br />Feeds<br />eDM & CRM <br />Reviews & Partner content<br />Mobile<br />
  24. 24.
  25. 25. 2 years on, we’re still learning<br />We obsess over the data and analytics<br />We strive to understand consumer behaviour better through multivariate testing and by extrapolating Omniture data<br />Continuously evolve the offering <br />Informed by insights gleaned through Omniture , powered by Adobe’s web experience management capabilities<br />
  26. 26. Thank You<br />

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