1 Digital Landscape (20 mins ) Coverage of digital market Market Trend Statistic Mobile User Data Mobile User Behavior Statistic Customer bonding Demographic data Form of bonding (CRM? Loyalty program? membership?) Social Network Advocacy Message to user (Target audience) Message to media SoLoMo (30 mins) What is So Lo Mo? Why So Lo Mo? How So Lo Mo? O2O (Online to Offline) Campaign etc. Technology (30 mins) NFC Location/Navigation Sensor Wireless... Sound... Light.... Face detection Virtual reality Social network - To stimulate discussion and exposure (Advocacy) Coupon... Like... More? Digital experience (20 mins) CRM (TBC) Customer database for analysis Demographic data Transaction data Interactive data Big Data analysis Identify most effective sector Identify underdeveloped sector Case to share (30 mins) CRM - iPLAss HappyCloset VR fitting Shop Kick Music Changing Room Sharing and open discussion (40 mins) About the possibility to promote to Dentsu customer Why to promote to Dentsu customer How can ISID help to realise the dream and idea given to Dentsu customer Thanks

2 Digital Marketing and Communication

3 Digital Landscape

4 Content Digital Landscape (20 mins ) Social Network Statistic Advocacy Mobile User Data Mobile User Behavior Statistic Location Base Statistic Customer bonding Form of bonding (CRM? Loyalty program? membership?) SoLoMo (30 mins) What is So Lo Mo? Why So Lo Mo? How So Lo Mo? O2O (Online to Offline) Campaign etc.

5 The Change of Digital Landscape

6 Social Media

7 Most Popular Social Media in H.K.

8 Global Social Media Platform Facebook and Linkedin is the most common social media in Global (except China).

9 Hong Kong Facebook Account 3,880,700 people Man 1,771,560 Woman 1,986,640 HK Penetration Rate 54 % Over 3 million users in H.K.Over 70 million oversea users

10 Over 130 million Monthly Active User Over 70 million users 80% 20% 62% 38%

11 Hong Kong LinkedIn Users: 641,445. Penetration of population: 9.30% Average Video Length for Top 30 Most Shared Global Video Ads: Top 10 – 4 minutes 11 seconds – 2 minutes 30 seconds – 3 minutes 5 seconds – 2 minutes 57 seconds – 1 minute 45 seconds Top 50 – 2 minutes 54 seconds Average minute watched 0:03:29 Average minute watched 0:03:29 The shorter the ads, the less likely to be shared 88.5% of Hong Kong’s Internet population viewed video online (March 2013)

12 Fans who see your posts: 25%-90% Fans who like or comments: 1%-4% Fans who go to your actual fan page: 0.1%-0.5% Facebook Online Behavior

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14 Digital Landscape

15 Daily Usage Trend by Platform

16 Mobile

17 87% Hong Kong household broadband penetration (as at January 2012) 213% Mobile penetration (as at January 2012) Data from - Office of the Government Chief Information Officer, Hong Kong Special Administrative Region Government (April 2012) (

18 Smartphone Penetration 61% in Hong Kong (as at Jan 2012) 38% in China (as at Jan 2012) Data from - Office of the Government Chief Information Officer, Hong Kong Special Administrative Region Government (April 2012) (

% Female (as at Nov 2012) 47.6% Male (as at Nov 2012) Data from - Centre for the Centre for the Centre for the Centre for the Centre for the Centre for the Centre for the Centre for the Centre for the Advancement of Social Sciences University Hong Kong Baptist University Hong Demographic distribution of Smartphone user by Gender:

20 Data Service Plan by Age (2012) Data from – Nielsen (2012)

21 Usage Occasion (2011 vs 2012) Data from – Nielsen (2012)

22 HK Top 3 App Usage (2012) Data from – Nielsen (2012)

23 Location Base

24 95% Smartphone users have looked for local information Data from - Google October 2012

25 80% smartphone users indicate they would actually prefer location- based ads to non-geographically targeted ones. Data from - Google October 2012

26 Actions Taken As a Result of a Looking for Local Information Data from - Google October 2012

27 Data from - Google / Ipsos OTX US, October 2012 Lines between offline and online shopping experiences are blurring

28 Customer Bounding

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30 So Lo Mo What is SoLoMo? It’s about offering a consistent and engaging experience that ties a consumer’s physical location with a digital dimension presented via mobile.

31 Mobile Social Why SoLoMo? Location 95% Smartphone users have looked for local information 53% Facebook HK Penetration 61% HK Smartphone Penetration

32 Mobile Local Info Seeking v SoLoMo Engage consumers at the Point Of Sale Real time local activities post Mobile increases social network activity Social Networks give viral capability to local activities Location Social Why is SoLoMo?

33 How to SoLoMo? Instaweather

34 Nike Plus

35 START WITH PEOPLE, NOT TECHNOLOGY SHARING MUST BE ABOUT AUDIENCE BENEFIT ADD VALUE THROUGH UTILITY KEEP A SIMPLE FOCUS

36 WHAT’S NEXT Google Glass SOLOMO x NFC PAYMENT

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40 Offers, Points and more, that only unlock in-store WiFi Bluetooth NFC Tag QR Codes Bluetooth Smart Others Technology SignalsTriggersAnalytics User is Nearby User Taps User Scans User in-store User shares Unlock Collect Share Reward RAOK* RAOK = Random Act of Kindness Insight Top Customers Best offers Most shares Busy hours

41 Result More than 4,000 individual stores across multiple retailers and 250 malls have deployed Shopkick's technology. 5 million users walked in to Shopkick partner stores in December 2011, twice the amount of walk-ins form four months 64 % of all Shopkick users are women, more than half have children. Over 150 million interactions with retailers since it added Old Navy as a new partner in November