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AMP Fukuoka ‐ Digital Strategy Session

amp2017.iccaworld.org

#ICCAWorld

01/07/2017

amp2017.iccaworld.org

#ICCAWorld

Online communication and digital strategy: Conquering the digital divide Alan Wong RD, North Asia Ungerboeck Software @awon17hk

Juan José García DOMS Barceló Congresos @acereto1

Alan Wong ‐ アラン ウォン REGIONAL DIRECTOR ‐ リージョナルディレクター UNGERBOECK SOFTWARE INTERNATIONAL ALAN.WONG@UNGERBOECK.COM LINE: AWON17 LINKEDIN: WWW.LINKEDIN.COM/IN/ALANWONGPMP

Which will be more relevant in the future to boost attendance?

Marketing Tools Digital Marketing

Will networking be the #1 reason to attend a conference?

• • • • • • • •

Brand creation Congress website Congress app Webinars Video Email campaigns E-newsletter Social media

Traditional Marketing

Face to Face Marketing

• Printed material • Mailings • Advertisement in media (sector related) • Public Relations • Cross selling

• Sales actions with industry partners • Ambassadors • Promotion at previous congress or related events


AMP Fukuoka ‐ Digital Strategy Session

Key elements of your website

05

Easily remembered domain

06

Banner ads, hyperlinks to supporting organisations and sponsors (cross marketing)

07

Social Media Optimization -SMO-

08

Monitor website statistics to gain insights of your target groups’ behaviour

01/07/2017

01

Search Engine Optimization -SEO-

02

Responsive

03

High load speed

04

SSL Certificate

Building Communities, Not Databases


AMP Fukuoka ‐ Digital Strategy Session

01/07/2017

Web 2.0 Build your community! Targeting your audience Which social media works best? Different media, different approaches and messages?

Don’t panic¡ Focus on the influencers¡

Brand Influencers’ Network

92% of global consumers trust UGC and WOM more than advertising

We trust people, not logos Heavy contributors

1%

Intermittent contributors 9%

Lurkers

90%

Source: Nielsen

84% of millennials do not like advertising

#1 source of information for Millennials are “close friends”

Source: The McCarthy Group, 2014

Don’t ask how influencers can help your brand, ask how your brand can help influencers


AMP Fukuoka ‐ Digital Strategy Session

01/07/2017

Online Communication and Digital Strategy: Conquering the Digital Divide

Differentiated by our experience and full cycle unified software

ungerboeck.com

THE DIGITAL DISRUPTION • Behaviour Change • What worked well in the past might no longer work Today • Rethinking your User Experience

What's Next Slide 24


AMP Fukuoka ‐ Digital Strategy Session

01/07/2017

BEHAVIOUR CHANGES

WHAT WORKED IN THE PAST

What's Next Slide 25

MIGHT NO LONGER WORK TODAY

What's Next Slide 26

Interesting Stats : In traditional TV, only 21% of TV ads are watched YouTube - 1 Billion hours of viewing time a day Trillions of searches on Google every year, more than 50% are on Mobile Devices An average individual look at their phones 150 times a day Source * Google What's Next Slide 27

150x

RETHINKING YOUR USER EXPERIENCE

per day

What's Next Slide 30


AMP Fukuoka ‐ Digital Strategy Session

01/07/2017

DIGITAL TRANSFORMATION – MORE INCLUSIVE

EXECUTIVES

CORE USERS

Mobile Dashboards

Executives

OPERATIONS

WHAT IS EXPECTED

DIGITAL EXPERIENCES

CONTINUITY OF CUSTOMER JOURNEY

EASE OF USE


AMP Fukuoka ‐ Digital Strategy Session

01/07/2017

MOBILE FIRST - RESPONSIVE DESIGN

CONQUERING THE DIGITAL DISRUPTION • • • • • • •

Mobile first (Responsive Design) Go Cloud Stay Agile (Integration) Content is STILL King Research before investing Effective Marketing: e.g. using KOL Analyse and Fine Tune

What's Next Slide 37

モバイルクラウドコンピューティング の時代

„LET THEM DO IT“ VS. „I CAN DO IT FOR YOU“

BACK END

Webshop /  Additional Services

FRONT END

TECHNICAL SOLUTIONS

DIGITAL SOLUTIONS

Blogs Online Ads &  Email Marketing

Loyalty Program Social Media

Web Self‐ Service Portal

Community

Awareness

Consideration

Purchase

Business Software

Survey /  Feedback

Website

Service

Loyalty

REPORTING & ANALYTICS Word of Mouth PR & Search

INTEGRATION IS A MUST Call Center

Phone / personal

Invoicing

IMPORT/EXPORT DATA THIRD PARTY INTEGRATIONS

Digital Physical

TICKETING SMS INTEGRATION MARKETING AUTOMATION ELECTRONIC SIGNATURE

CALENDAR INTEGRATION INTERNAL PORTAL EVENT COLLABORATION PORTAL INTERACTIVE MAP WEB DESIGN & DEVELOPMENT DIGITAL SIGNAGE


AMP Fukuoka ‐ Digital Strategy Session

01/07/2017

What's Next Slide 44

EFFECTIVE MARKETING

WORD OF THE DAY – OWN YOUR….

KOLs

Mi∙cro-mo∙ments マイクロモーメント Noun: Plural noun: Micro-Moments

1. A moment we reflexively turn to a device to act on a need we have in that moment – to learn, discover, find or buy something 2. Intent-rich moment when decisions are being made and preferences are being shaped

1. Key Opinion Leader (bloggers, youtubers) 2. Their Opinions have great influence on others

What's Next Slide 45

What's Next Slide 46

SOME USEFUL TOOLS Evaluate

Improve

Personalise

Measure

• • • • •

www.testmysite.thinkwithgoogle.com www.thinkwithgoogle.com www.alexa.com www.google.com/analytics/ www.facebook.com/graphsearcher/ What's Next Slide 48


AMP Fukuoka ‐ Digital Strategy Session

01/07/2017

SOME USEFUL TOOLS

SOME USEFUL TOOLS

What's Next Slide 49

amp2017.iccaworld.org

#ICCAWorld

Online communication and digital strategy: Conquering the digital divide Alan Wong RD, North Asia Ungerboeck Software @awon17hk

Juan José García DOMS Barceló Congresos @acereto1

What's Next Slide 50

ICCA AMP 2017 - Session Digital Strategy  

ICCA Association Meetings Programme 2017 Fukuoka, Japan. www.amp2017.iccaworld.org Online communication and digital strategy: Conquering the...

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