Big Data What It Means For You Morris Sim | CEO & Co-Founder @morrissim
Big Data What It Means For You
Morris Sim | CEO & Co-Founder @morrissim
WELCOME TO TRISARA
PUT YOUR BUSINESS CARD IN THE BOX
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2 Night Stay in Trisara in Phuket, Thailand
Drawing at the end of today!
• The Big Data Perfect Storm
• Instagrammable Moments
• How To Make Millions Using Social Commerce
Agenda Today
What Is Big Data?
There is already a lot of data! 1. Smartphones and Tablets 2. Wearable Devices 3. Rich Media 4. Sharing Behavior 5. Scans 6. Emerging Markets
BIG DATA STORM
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PC BECOMING DOORSTOPS
Source: Asymco.com (as of 2011), Public Data, Morgan Stanley Research, Gartner Group
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TABLETS COMING ON STRONG
Source: Morgan Stanley Research, Gartner Group 8
WHAT HAPPENS IN CHINA…
Source: CNNIC, 2013 9
HAPPENS ELSEWHERE…
Source NHN Corporation , 2013 10
EVEN IN THE US…
Groupon, 2013 11
WEARABLES ARE HERE
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NEED FOR WEARABLES
Source: KPCB, 2013 13
WEARABLES ARE HERE
Source: MIT, KPCB 14
DIGITIZING EXISTENCE VIA RICH MEDIA
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MEDIA + MOBILE + SHARING = NOW
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RISE OF INSTAGRAM AND SNAPCHAT
Source: KPCB 17
100 HOURS OF VIDEO UPLOADED/MIN.
Source: YouTube 18
SOUND MAKING A COMEBACK
Source: DropCam, Mashable, 2013 19
DATA CREATES WIN-WIN SITUATIONS
Source: Waze, Jawbone, Yelp 20
SHARING ECONOMY INNOVATIONS
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SHARERS ARE IN EMERGING MARKETS
*Source: Ipsos OTX, n=12,000, 2013 22
RICH SOCIAL MEDIA GROWING FAST
Source: Frank N Magid Associates, n=2K, 2013 23
CHINA IS VIRAL
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565M Internet Users 91% on Social Media
Average 46 minutes/day 365 days/year
X =
8.6T Minutes
Source: KPMG China 360, Issue 8, 2013, Social Media in China
SCAN OR BE SCANNED
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STARBUCKS IS A STATUS SYMBOL
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OFFLINE INTEGRATED WITH ONLINE
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EXPLOSIVE GROWTH IN CHINA
Source: Imageco, 2013 28
MOST MOBILE USERS IN THE WORLD
Source: Flurry Analytics 29
CONNECTED TO MEDIA
Source: eMarketer, Miaozhen Systems, 2012 30
CONNECTED TO ECOMMERCE
Source: Alibaba, eBay, Amazon 31
CONNECTED SERVICES
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CONNECTED MARKETS
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• Price-driven offers • Smattering of success
" Economy chain claims success during the CNY period
" 布丁酒店 had a fan base of 250K and has been monetizing it with daily bookings of about 170 bookings/day
• Extension of channel strategy as the starting point
CONNECTED HOTEL GUESTS
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CONNECTED COMMUNITIES
Source: Morgan Stanley Research 35
Trend Content Marketing Crisis Management
Smartphone & Tablets
Does your content fit those screens?
Are you ready for real-time responses?
Wearables Where are your opportunities beyond check-in/check-out?
What do/will you look like in Google Glass?
Rich Media How are you creating instagrammable moments?
Are you ready for real-time reporting by citizen journalists?
Sharing How does your content make someone look good in their social circle?
Are you ready for things going viral over a matter of hours? Even hoaxes?
Scans Can you integrate offline/online?
N/A
Emerging Markets Is the digital delivery and engagement of your content ‘luxury enough’ to the emerging consumers?
Are you ready for the mob?
CONCLUSIONS
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Creating Instagram-mable Moments
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Instagen. [in-stuh-jen] 1. The ‘instagram-able’ generation: digitally-savvy people
who constantly share personal details and experiences ranging from the mundane to (occasionally) the truly mindblowing with words, abbreviations, #hashtags, emoticons, photos, and videos primarily with a smartphone or tablet device; not scoped by age, gender, nationalities, sexual orientation, income level, or education.
2. The most influential consumers to have ever roamed Earth; people who will make or break your brand.
INSTAGEN SEGMENTS
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Marie: Gen Y Frontierswoman; ditched Facebook, Instagram rules, about to SnapChat
Ivan: Mainstream Gen Y; he’s on all the social and mobile platforms but WeChat rules him
Morris: Gen X Connoisseur; tech-background, quick to browse/experiment but slow to share
Rob: Mainstream Gen X; no-tech background, on Facebook and Instagram; little content
Don: Boomer Arbiter; tech background, categorizes new services, still mostly on emails
Hilary: Mainstream Boomer; no-tech background, discriminate about services to use
• September 11: Destabilized sense of security • China as a New Global Super Power: Altered global competition • Global Financial Crisis, 2008+: Destabilized financial security • High Unemployment Levels: Destabilized career optimism • Potential Fiscal Debt Challenges: Rise in need to depend on selves • Cheap/Available Computing: 24x7 global access to loads of stuff,
including shared goods • New ‘Geek’ Entrepreneur Heroes: Positivity towards technology and
lack of privacy • Social Connectivity: Able to find/share/create/provide + get feedback • Rise in Value of Social/Virtual vs. Financial/Physical Currency:
Shortened expectation on time to gratification/recognition
Formative Events
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#HasJustineLandedYet
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The Saga Continues
“This is an outrageous, offensive comment that
does not reflect the views and values of IAC. Unfortunately, the
employee in question is unreachable on an
international flight, but this is a very serious matter
and we are taking appropriate action.”
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The Final Statement
“The offensive comment does not reflect the views and values of IAC. We take this issue very seriously, and we have parted ways with the employee in question. There is no excuse for the hateful statements that have been made and we condemn them unequivocally. We hope, however, that time and action, and the forgiving human spirit, will not result in the wholesale condemnation of an individual who we have otherwise known to be a decent person at core.”
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Oh man...words cannot express what happened to me after eating these. The Gummi Bear "Cleanse". If you are someone that can tolerate the sugar substitute, enjoy. If you are like the dozens of people that tried my order, RUN! First of all, for taste I would rate these a 5. So good. Soft, true-to-taste fruit flavors like the sugar variety...I was a happy camper…
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REVIEWERS’ PREFERENCES
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From our upcoming ILTM Asia Luxury Travelers Report – out June, 2014
Coffee Break
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Social Commerce
Making 10s of Thousands: Single-Channel Approach
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Small is the new Big, Sculpt your fan base precisely 1
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2 To convert, The offer must be competitive
Your reputation matters; Inversely proportional to discount
Situation • 2 year-old 5-star resort • Hotel owner asked management team to increase GOP and
revenue • Does not engage in SEM, limited long-tail SEO for website • Direct traffic and search engine growth slowing down • Unique property in its ambience and design • #1 resort on TripAdvisor for region
Case Study: Commerce
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Campaign Execution • Defined Target Market by satisfaction, ADR,
geography, and X factor • Targeted them on Facebook with existing
“complimentary upgrade to suite” offer • Spent $100/day for 6 days on Facebook • Drove Facebook CPC ads directly to landing page on
client’s website • Did NOT create a Facebook fan page for property to
compliment CPC ads
What Followed
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• >2000% ROI based on offer bookings alone • Increase in non-offer direct bookings • Average spend/stay an additional 75% on top of room rate • Direct traffic increased significantly over the same period
whereas other traffic sources held steady • Optimized yield by
• Shifting segment mix from Non-Direct to Direct • Shifting channel production within Direct from Trades to Website
Results
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Making 100s of Thousands: Integrating Channels
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Facebook Page Insights (April 2014)
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Sample Ads For 10 Baht/1 Ringgit Offer Facebook Campaign (May - July 2013)
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Sample Ads For Family Package Facebook Campaign (May - July 2013)
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Sample Ads For Surf Package Facebook Campaign (May - July 2013)
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Sample Ads For Hot Deal Facebook Campaign (May - July 2013)
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Sample Banner Ad For Surf Package on TripAdvisor (May - July 2013)
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Sample Banner Ad For Family Package on TripAdvisor (May - July 2013)
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Overall Campaign Statistics
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Facebook Impressions Clicks Spend CPC CPM Page Likes
10 Baht 84,992 807 $121.80 $0.15 $1.43 90
1 Ringgit 154,716 1,924 $177.67 $0.09 $1.15 200
Family 534,024 11,626 $1,645.11 $0.14 $3.08 624
Hot Deal 675,885 11,183 $1,295.72 $0.12 $1.92 685
Surf 620,014 11,135 $1,597.30 $0.14 $2.58 464
Total 2,069,631 36,675 $4,837.60 $0.13 $2.34 2,063
TripAdvisor Total Spend Clicks
Surf $ 4,705.89
Family $ 2,352.94
Hot Deals $ 1,058.82
Total $ 6,000.01 2,729
Bookings
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Spent Revenue ROI
Facebook $4,837.60
TripAdvisor $6,000.01
Total (.COM) $10,837.61 $77,568.19 616%
.COM + OTA $214,699.44 1,881%
ALL $442,221.01 3,980%
Making Millions: Sustained Efforts Of Small Campaigns
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NO BS IN DATA-DRIVEN MARKETING
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NO BS IN DATA-DRIVEN MARKETING
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Can social media increase direct bookings by at least US$1 million?
No hotel company had made more than a few thousand dollars from social commerce
Third-Party Bookings (e.g., Expedia)
Direct bookings $ $ $ $ $ $ $ $ $
$ $ $ $ $
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STARWOOD TRAVEL EXCLUSIVES
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PRECISE FAN DEVELOPMENT
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Audience
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Social Reputation Analytics
Ad Targeting
Seasonality Competitor
Rates
Flight Availability
RIGHT FANS DRIVE REVENUE GROWTH
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100,000
200,000
300,000
400,000
500,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
Jan-‐13
Apr-‐13
Jul-‐13
Oct-‐13
Total Fans
Rev
enue
(US$
) – O
ffers
Onl
y
Fan base
GREAT CONVERSION PREFERENCES
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Fans and friends-of-fans of the Starwood Travel
Exclusives page are 7-14 times more likely to
convert than non-fans
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Small is the new Big, Sculpt your fan base precisely 1
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2 To convert, The offer must be competitive
Your reputation matters; Inversely proportional to discount
Big Data Is Used To Find That 1 Customer
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Thank You Morris Sim | @morrissim
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