cdo conclave 2016 presentations part 3
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1 | Titre de la présentation I
30 Septembre 2014
MENTION DE CONFIDENTIALITÉ
USING MOBILE APPS TO ADVANCE CANDIDATE
ENGAGEMENT & IMPROVE CONSUMER INSIGHT
ARI FADYLHEAD OF DIGITAL TRANSFORMATION & INNOVATION
AXA INDONESIA
3
Where are we today and where are we going ?
2015
On DIGITAL TRANSFORMATION
“If the last decade has been the playground of the digital start-ups, the coming
decade will see the emergence of the traditional companies as the digital
giants.”
- Accenture Technology Vision 2014
#DigitalTransformationIt’s not just about Technology, it’s about Customers
A New Age where Customers Are Truly Kings
Source: The Age of The Customer, Jim Blasingame 2014
How to Win in The Age of Customers
Source: Forrester Research, Inc. 2013c
#IndonesiaUtilising mobile apps to capture in the moment
experience in a hypersocial, mobile-first nation
Less than 3% of the population have Insurance
Got Insurance in Indonesia ?
Why focus on Digital? Indonesia is on the move!
TOP FACEBOOK CITIES (million users)
TOP TWITTER CITIES (% of global tweet)
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Indonesia 2013
Indonesians are constantly searching
for Health Information
Indonesians are constantly searching
for Health Information
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Indonesia 2013
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, April 2011
POP Quiz:
What is today’s most
expensive keyword to
buy in GOOGLE SEM in the US ?
Important to be ALWAYS ON, in SEARCH
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, April 2011
Digital Channels is the #1 information source utilized by Indonesians before purchasing INSURANCE
Indonesian Health Insurance Consumer Journey
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Indonesia 2013
How can we always be present at Zero Moment Of Truth ?
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Insurance, Indonesia 2013
The Solution:
Always On Content Marketing Strategy
Creating ‘humanised’ content that relates with consumers needs available
on mobile first.
Showcase:How AXA Indonesia’s
Multichannel
Content Marketing
Strategy is
driving SALES
1. Define your target audience & develop an in-depth understanding of
their problems and buying questions
2. Figure out the best way to solve your audience’s problems
3. Become a trusted source of information for your target audience
4. Develop an online presence that contains relevant content
5. Make it easy for your audience to transition from learning to buying
from you
Content Marketing Success Strategies
to Generate Sales Leads for Conventional Channels
#GamificationReviewing gamification as means to increase
engagement and survey completion
AFTERBEFORE
1-WAYENGAGING
INNOVATIVE
Our 1st Gamification Experiment
2828282828282828282828282828282828
What ?Gamification is exciting
because it makes the boring
stuff exciting.we needed a unique and engaging way to educate consumer
about our superior investment product in the market.
How ?The Crazy Cash took < 3
months to develop. Also
supported with innovative
Paid Media execution with
gamified rich media banners.
Where ?We built the game with
multiple platform experience
in mind.
Advertisement is now
showcased as Google
Rich Media Banner
Global Innovation.
http://www.richmediagallery.com/gal
leryDetail/?id=35932
Gamified Investment Campaign Integrated TVC
3030303030303030303030303030303030303030303030303030303030303030303030303030
The Crazy Cash 2.0(iOS & Android Platform)
Built-in User Data Profiling Engine
Want to unlock extra content ?
Answer lifestyle questions that is built
seamlessly within the gaming
experience.
Global Leaderboard
Integrated with Facebook
connect to compete against
global players or your close
friends
New Currency Characters
Dollars The Euros The Pounds The Yens The Rupiahs
#FutureEvaluating available app-based research methods to
prescribe future solution
32
#Takeaway
Clearly define who owns digital.
Create the business case for digital. Show how it increases revenue or increases profit (or both).
Build an executive team that is Digital First (when problems arise, the first solution is always digital) another executive team that is Mobile First (when linking to customers, the first alternative is always mobile).
Make sure there is a Digital Champion on the Board of Directors. If the board has a low digital IQ, the company will have a low digital IQ.
Figure out where the business will be most disrupted, and send the digital troops there. Don't spread them everywhere -- go where the fight is
Mobile and Gamification should never stand alone – the key is integrationfrom engagement to sales.
Source: Forrester
Tips to Successfully Drive Digital Transformation
Thank You
Fawwaz Qadan
Beware Of The Shark Fin
Innovators Early Adopters Early Majority Late Majority Laggards
ADOPTION BY DIFFERENT SEGMENTS OVER TIME
Network effects mean most of the benefits go to
early adopters, who disrupt traditional ways of
working
Source: Accenture
Suite
Applications
S/4HANA
Platform
HANA Platform
VORA
any DB Hadoop
Icon
Analytics
C4A
BOBJ
ExtensionsApplications
IoT
HANA Cloud Platform
(Micro-) Services
IoTPlatform
Identity Management
Business Network
CEC
Digital Transformation
Balance the needs of today with a vision of the future
New
Customer ExperiencesNew
Value Creation Models
New
Business Models
New
Customer Experiences
Omnichannel Personalization
8 million members of Nespresso
club
200,000 orders per day
20 different languages
200 Nespresso stores
New
Business Models
45
Kaeser CompressorsEnabling Predictive Maintenance
A global leader in air
compressors
≈€500 million, 4,800
employees, 50 countries,
partners in additional 60
countries
Kaeser Kompressoren – Just buy the air, not a compressor
46© 2015 SAP SE or an SAP affiliate company. All rights reserved.
New
Value Creation Models
How can you put more containers in the port
if you cannot get more physical space?
49
© 2014 SAP AG. All rights reserved. 50
Design
Thinking
Cut across existing
silos, start with the
customer, outside-in
The World Has Changed.
What Are YOUR Next Steps To Transform Your Business?
Thank You!
Fawwaz Qadan
Gaurav OberoiGlobal Head – Digital Marketing & eCommerce
Dabur International
Moving Traditional Business to Digital Age to Increase Profits
Gaurav Oberoi
My Last Name Obe (RoI) speaks about RoI focus
3 Times Entrepreneur
- Founded Internet Travel Start-up in 2007 out of college hostel & Sold
in 2010
- Founded Digital Academy in 2012 which got acquired in 2015
- Founded Digital Agency in 2013, which got merged with GroupM India
First Official Regional Trainer for Google Partner Academy (India) in 2013
Current: Global Head: Digital Marketing & eCommerce, Dabur International
Contact: hello@gauravoberoi.in
www.GauravOberoi.in
linkedin.com/GauravOberoi @ogaurav
130 Years Old
Started from India
International HQ: Dubai
World’s Largest / Oldest Ayurvedic Medicine Company
$7 Billion (Market Cap)
3rd Largest FMCG Company in India
Presence across 125 countries
Popular Brands: Dabur Amla, Vatika, Dabur Chyawanprash, Hajmola,
Odomos, DermoViva etc
About Dabur International
Process Driven
Business Legacy
Multiple Stakeholders
Carries a Brand Equity
Controlled Strategy
Tried & Tested Approach
Passed Tough Phase
Typical Traditional Business
Digital is in the ‘Air’
Commonly Seen in: Meetings | Brand Plans | Business Strategy
Why Are you
If digital media is so lucrative and
measurable, why are traditional
companies so reluctant to adopt it?
Mindset HR | Finance | Sales | Marketing | Legal | Top Management
Mindset
Average Number of Years of Experience for C-Level - 15+ Years
Change: Traditional Companies are accepting Age Gap in Management Committee.
ApproachDigital is a new Division in the company. Just like Media Division.
Organization Approach
Digital Marketing is a “New Department”
Change: Digital is a new way of thinking & doing business. It is the center of a business
strategy and is driven from the Top!
Business
Strategy
Digital
Strategy
ConfidenceOldest | Best | Heritage | Brand Equity | Loyalty
Management Challenges:
We should wait for more players to join the game, we are too big to get impacted.
Change: Digital Transformation is driving the change to gain Leadership Position.
“You Press the Button, we will do the rest”
Largest Camera Manufacturer went bankrupt in
2013.
Digital = MarketingDigital is Advertising Medium
Digitalization Process
Digital is an Advertising medium to increase brand awareness or sales
Digital
HR
Sales
Finance
Marketing
Logistics
External StakeHolders
Distributers
Retailers
External Stakeholders
Digitalization is a company wide
approach to increase
effectiveness.
Sales
• Automation
• Forecasting
• Reporting & Analysis
HR
• Employee Relations
• Hiring
• Database Management
Finance
• Pricing Structures
• Accounting
*Important to have Technology
Partner
‘Platform Economy’Facebook | Twitter | SnapChat | LinkedIn| YouTube | Google | Instagram | Pinterest
‘We Economy’Together developing products
• Focused Group to Real
Time Interactions
• Sampling to Active
Involvement
• Backward engineering to
need based development
• Anticipating to Regular
Listening
‘Content Economy’From Brand Information to Content for Users
Migration from brand websites to category specific content portals:
• Do It Yourself Content (Posts, Videos)
• Infomercials
• Product information
• Expert Advice
• Consumer Forum
My Beauty Naturally: Beauty Content Portal
Oilopedia: Oiling Regime
Dabur Dental Care: Oral Care Portal
Herbalista: Herbal Lifestyle
‘Virtual Economy’Using Cloud Technology for Internal Collaboration
130 Years of legacy
125 Countries
Global Offices
Designing Studios
External Agencies
Marketing Campaigns
Tons of
Content
Cloud Collaboration
Inventory Management
‘Real Time Economy’Giving consumers a choice to buy when, where, what they want to buy
Myth:
- Consumers don’t pay through Credit Card
- Shampoos don’t sell online
- Shopping is a habit
‘Listening’Listening to consumers proactively & continuously
• Consumer Complaints
• Consumer Feedback
• New Product Ideas
• Product Improvement
• New Market Analysis
• Competition Strategies
• Campaign Strategies
How I made $1 mn by effectively using Social Media Listening Tool
‘Big Data Economy’Integrating data from all sources to make sense out of it
• Using BI Tools
• Integrated with ERP
• Social Media
• Customer Data
• Employee Performance
• Sales Data
• Finance Data
• Marketing Data
• Competition Data
• Industry Data
‘Conversation Marketing’Integrating data from all sources to make sense out of it
‘Influencer Marketing’Let Right person speak! She is your Brand Ambassador
• Subscription Box
• Social Media Influencers
• Consumer Activations
‘Personalized Marketing’Speak what she wants to listen to!
Able to Show Relevant & Highly
targeted ads to the consumers.
At the right time & at the right
medium
• Using Programmatic Buying
• CRM Based Retargeting
• Integrating with API
Leading Traditional companies are no longer thinking only about using
technology to transform themselves into a digital business.
They are thinking about how to combine their industry expertise with the
power of digital technology to reshape their markets and define their new
role in a “We Economy”.
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