Yahoo OMS 數位行銷高峰會 @yahoo-oms - Tumblr Blog

Yahoo OMS數位行銷高峰會結語(下午場)

#現場花絮 #2015現場花絮 #2015台灣花絮 #2015oms

Yahoo OMS數位行銷高峰會結語(上午場)

#現場花絮 #2015現場花絮 #2015台灣花絮 #2015oms

Yahoo奇摩董事總經理王興：「用Tumblr打造你的原生行銷煉金術。」

Tumblr不只是是全球化，更是為creator而生的社交內容平台，而creator不只是網友，品牌也是creator之一。這裡具備的高度彈性，更能提供creator相對友善的環境：靈活的介面之外，能夠避免各種匿名的不負責詆毀。

而如今雀巢說官網已死，其實是因為官網更適合用來塑造形象，提供求職者認識公司，但Yahoo幫企業客戶打造的Tumblr品牌誌，是為了提升消費者對品牌的認同，增加兩造之間的互動。

至於這些精彩內容要如何被網友看到呢？最佳解答是「原生廣告。」在Yahoo，原生廣告是跨平台及大數據下的產物，它具有以下三點特色：

#2015台灣花絮 #2015現場花絮 #2015oms

YSM瘋狂排位拍照

#現場花絮 #2015現場花絮 #2015香港花絮

Key to Content Marketing from Audi, Acuvue and CSL

With increasingly knowledgeable audiences, tracking technologies and available platforms, it’s an understatement to say that a simple online banner just won’t cut it anymore: your consumers expect brands to talk to them, to deliver value or interest, entertainment or show some effectiveness.

“Content is king, but distribution is queen: if you can’t distribute to the right people at the right scale to the right people, it’s almost not worth it to be making all that content,” says Adrian Lee, head of digital at MediaCom, citing one of his recent projects, Audi’s “Progressive Minds” Tumblr blog, where the automobile found representatives across different industries as brand ambassadors; and 50 pieces of editorial were fed through the blog and distributed through Yahoo’s portals, native ads as well as its own brand website.

The initiative garnered 58 million impressions, pulling in more than 280,000 visits (90% were unique) averaging at 1.5-plus minutes of dwell time per page.

Likewise with Acuvue, who spread its Facebook contest for travel vouchers to Korea on Yahoo native ads and, most impressively, a full-blown soft-selling editorial spread on eye care, optical health beauty and its brand ambassador Jun JI Hyun. The joint effort from both Yahoo and Tumblr drew in more than 84,000 views, of which more than 46,000 are unique users who spend a mind-blowing average time of 60 seconds on the page.

“We’re about social listening. Content creation is not campaign based, it’s an on-going in-depth dialogue with your customers. It should also be personal, interpersonal and engaging,” said Heidi Chu, Senior Brand Manager of Acuvue Hong Kong.

CMO of CSL Bruce Lam shares Lee and Chu’s formula of engagement, and it’s one he employed to differentiate his brand against other telecommunications labels in the city. Positioning itself as the biggest telco company in Hong Kong, CSL pushed videos featuring Dayo Wong also on Yahoo’s native ads and portals while launching creative add-on accessories such as the SmartPaMa workshop (tutorials for parents), PetTracker and KizOn (a tracker for children and the elderly).

“It’s hard to get customers to come directly to the store,” said Lam. “So you need to show off your expertise: for us, that is customer service, knowledge, speed and size.”

#現場花絮 #2015現場花絮 #2015香港花絮

Tumblr rolls out red carpet for brands in Asia

After close to a decade since inauguration, Tumblr is finally banking on its popularity and expansive reach with ad offerings in Asia with Tumblr Ads, Tumblr sponsored posts – very much like what you’d on Instagram or Facebook, Sponsored Video Posts and most creatively, Sponsored Day, where a brand can announce a milestone, anniversary and event to a substantial population on the platform.

“On Tumblr, the brand becomes the publisher; and one of advertisers’ biggest KPI is engaging their content with people who actually care about what you have to say,” says Tyler Pennell, manager of Tumblr Marketing Strategy & Operations, who cites successful case studies from mega-labels such as Nescafe (who’ve migrated their official brand website onto the platform), Veuve Clicquot and Lexus.

With Taylor Swift as one if its biggest creator and audience, the popularity of original content on the medium is no surprise, what is impressive is – unlike other social media platforms that struggle to balance the seesaw between editorial and advertorials – the same passion is translated to brands on Tumblr: in fact, David Karp and his team have witnessed a five-times lift in brand favourability and message association with branded Tumblr posts compared to other online campaigns, while brand awareness sees a 2.6 times lift.

What’s more impressive: consumers are 330% likelier to seek out the brand if its first impression was from Tumblr.

Also to roll out in Asia include the ability to follow whole categories (i.e.: pizza), an in-house gif maker, and, most excitingly, a messenger, which, according to Pennell, encourages users to connect to like-minded people, not just people within their social circles.

“We’re really excited about messenger because now you can connect with people who share the same passion with you even though you may not know each other in real life. We really believe these three new products will transform how we use Tumblr.”

#現場花絮 #2015現場花絮 #2015香港花絮

#香港花絮 #2015現場花絮 #2015香港花絮

Converting Dedicated Offline Shoppers to Online? Not mission impossible.

While it’s not news that mobile has taken Hong Kong by storm – with 95% of city-goers punching into their smartphones day in and day out – more than half have converted into mobile shoppers, or, in CEO-Growth & Emerging Markets Solutions Leader, Mindshare Asia-Pacific Deepika Nikhilender’s words, “people who are comfortable with doing transactions and shopping-related activities on this new device.”

Despite the efficient offline shopping environment in Hong Kong, more than $48 million is spent online daily; yet the two dimensions are still used simultaneously by consumers through a number of different devices. Interestingly, baby care- and insurance-related purchases are most prominent in mobile and tablets, for example; while PC is still the chosen outlet for buying sporting apparel and travel goods and offline remains preferred when choosing high-end goods, added David Jeffs, Head of Insights at Yahoo INSEA.

So how to successfully convert consumers into dedicated online-shopping fans? Nikhilender has a checklist.

1. Have you validated your mobile investments? Are enough funding put into this sector?

2. Are your assets – i.e.: sites, mobile platform, etc – fully optimised? You don’t want to give your customers a clunky experience.

3. Is your Path to Purchase easily discoverable when they want to find and search for you?

4. Do you have enough mobile components in search, display, video and social outlets?

5. Are you hitting them in all the right notes: URL, hashtags, social sharing buttons are readily available?

6. Are you creative in all these outlets?

7. Are you retargeting them?

8. Is the navigation to shop easily accessible?

#現場花絮 #2015現場花絮 #2015香港花絮

Data is the ultimate currency -- Lisa Utzschneider

Just a week ago, Yahoo’s Chief Revenue Officer Lisa Utzschneider was in San Francisco airport waiting for her flight back to New York. Her phone vibrates: it was a notification from her airline app warning her about a two-hour delay. This all happened minutes before the attendant at the counter – whose phone was void of the app – was even made aware of the situation.

“Data is the new currency: it’s the medium of exchange that enhances the exchange between marketers and consumers,” said Utzschneider, explaining Yahoo’s recent substantial purchases of the world’s largest data-based programmatic solutions company BrightRoll; mobile analytics firm Flurry, which is embedded in 720,000 apps across two billion devices globally; and mega blogging platform Tumblr.

And the biggest driver for Yahoo’s investments? The skyrocketing increase in consumers’ time spent on mobiles, and specifically, on mobile apps: globally, the period averages 3 hours and 40 minutes per day, with Hong Kong reaching up to eight to even 10 hours a day.

“The number one question I get these days in the US is in app marketing: how can I get better at it; and how can I make relevant connections, engaging connections with consumers through my app,” she said. “So data can confirm our assumptions about our consumers: we can learn how and where they spend their time to tailor messages that might resonate more with them.”

Currently, Yahoo is capable of pairing its 200 billion data activities captured daily through its in-house portals with its third-party partners and, even more impressively, with the advertiser’s own CRM data to come up with an extremely refined set of numbers that gives a more complete picture of advertisers’ target audience and unprecedentedly bridges online promotions and offline sales, for example.

Finally, Utzschneider adds that all these stats are easily made available to marketers so they can not only cleverly maneuverer this currency of big data, but also truly monitor the effectiveness of their capaigns – whether it be boosting brand awareness, purchase intent or even offline sales.

“Yahoo continues to invest in various ways we can measure ROI and the efficacy of the campaigns we run with our advertisers so they can continue to make relevant and engaging experiences to our consumers,” she said.

#現場花絮 #2015現場花絮 #2015香港花絮

#現場花絮 #2015香港花絮 #2015現場花絮

跨界天王黃子佼 x 綜藝笑匠沈玉琳聯手背書Yahoo Live，機智反應笑翻來賓～

黃子佼：「Yahoo Live提供的內容做到四個最重要的元素：隨時、隨地、自然和權威。直播突破了各種時段和地域限制，排除交通和檔期的困擾，讓喜歡影視娛樂的朋友可以時時看到他們喜歡的大明星。而在Yahoo Live營造出的自然氣氛，像聊天般使藝人放下心防，把自己直接率性的那一面呈現出來，因此和其他綜藝節目有了區隔。至於權威更是來自Yahoo嚴格把關製作流程，即使直播卻能做出流暢、高品質的內容。」