Social Intelligence in APAC

A Unified View of Diversity

PART 01 What Does APAC Diversity and Food Have in Common?

Diversity in Singapore

In Texas, we talk a lot about diversity and tolerance

But real diversity is about mutual curiosity.

Singapore is the obvious place for a regional headquarters

A stone’s throw from all major APAC markets

It’s possible to hire people from everywhere

Stability and infrastructure that makes business possible

Not to mention…

There is OPPORTUNITY but also a risk of SIMPLIFICATION

•  (blankslide?)

ButtherealsotheriskofOVERSIMPLIFICATION.TheideathatbecausewehavecommonaliHes,andmostlygetalong…

… that Asia is all the same: one big Chinese, Thai, Sushi buffet

The reality is much more complicated

Asian marketing is extremely fragmented (in-store Taobao)

There is OPPORTUNITY but also a risk of SIMPLIFICATION

•  (blankslide?)

Morethan25countries

Morethan14majorlanguages

Morethan50percentofthemostreligiouslydiversecountries

Morethan7localversionsofDancingwiththeStars

How can marketers keep up with these diverse trends?

Social Listening makes big promises

But in APAC, is just not that simple

LineWixiNaverKakao

QQWeiboSinaWechat

FacebookTwiZerInstagramWhatsapp

JAPAN:www.city-yanai.jp/life/1/ CHINA:www.deyi.com/

INDONESIA:www.kaskus.co.id/ TAIWAN:www.pZ.cc

Thousands of websites unique to APAC – are you listening to them?

How do we make sure we see the people inside the data?

PART 02 Towards a Unified View of Diversity With Social Intelligence

Helping Danone put listening at the heart of its digital transformation.

Danone’s Digital Initiative

MANAGING THE IMAGE OF BRAND AND PRODUCT

ProductPercepHon

RegionalHotspots

OPTIMIZING MARKETING PERFORMANCE

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

TURNING DATA INTO BUSINESS INFORMATION

Locally created monthly reports to business managers

Newsletter bringing social intelligence across the organization

Summarized analytics for board level awareness

APACTeamof45with9NaHonaliHes

7yearsLocalized

DataCaptureinAPAC

Social intelligence is about people

1.  FordigitallyproacHvebrands,socialintelligenceiscriHcalfor

bringingconsumerdataintothebusiness

2.  ButAPACisthemostdiversemarketgloballyandneedsaspecial

approachtobeconsistentandrelevant

3.  Butbothlocaldatacapturetechnologyandlocalanalysisis

neededforconsistencyandrelevance

@benjaminduvall@DanoneGroup@Linkfluence

Linkedin.com/company/danoneLinkedin.com/company/linkfluence

It’sHmeforsocialmediadatatogobeyondsocialmedia...Thankyou!