Creativity in An Age of Digital Disruption

creativity in an age of digital disruption

Christel Quek @LADYXTEL

Understandingthe

battlegroundFighting the

WarDesigning the Battleplan

Christe l Quek @ladyxtel

Understandingthe

battleground

Defining the Age ofDigital Disruption

What is prompting thisDigital Disruption

Fighting theWar

Index of 2013 Trends

& Beyond

Designing the Battleplan

Writing the Blueprintfor Success

Building Your Army

Understandingthe

digital disruption ?what really constitutes the age of

creativity in an age of digital

disruption

“社会化媒体” mediasociety

evolution/transformation

disruption

2005 2013

disruption

Connectivity is Real & Omnipresent

disruption

Rise of the Always On, Connected Consumer

disruption

In 2013 , mobile deviceswill

exceednumber of people on this planet

disruption

Inundation of Information

disruption

Disconnect to Connect / Tune Out to Tune In

disruption

Big Data: Volume, Velocity, Variety Signals vs Noise

disruption

90% of data we see todaywas created in

the last 2 years

disruption

acceleration of

user trends

=of constant evolution

convergence

brand experiences

of tech, insight, intuition

disruption

Multiplicity of Screens: Building a Consistent Brand Experience is

more challenging than before

B E W H E R E T H E U S E R I S

disruption

90%of our media

interactions arescreen-based

4.4 hours

of ourleisure time isspent in front

of screens per day

disruption

time goal location attitude

context determines our media interactions

not just multi-platform, but a multi-screen strategy

disruption

digital disruption ?what is prompting this

disruption

1. I N C R E A S E D AC C E S S I B I L I T Y U S E R M O B I L I T Y

disruption

120million

on the net

443million

in the region

net penetration

VIETNAMIndonesiaPhilippines

Vietnam

22%Philippines

25%Indonesia

% usedmobile banking

25th in MasterCard's Mobile

Payments Readiness Index

33rd in MasterCard's Mobile

13th in MasterCard's Mobile

Vietnam

24%Philippines

66%Indonesia

% net users<25 years old

140%Mobile

Penetration

VIETNAM

127Million

mobile subscribers

56%access netby phone

1stBlackBerry

Capital

indonesia

2ndin Asia for Twitter(11.5 million users)

4thGlobally for Facebook

(48 million users)

Chr iste l Quek @ladyxtel

87%tweets from

Mobile

indonesia

42%mobile usage on communication &

info search

61%accessed Facebook

via BlackBerry0.9

Billionspent on

eCommerce (6.5% net pop)

98.7%watch videos

online

philippines

18.6hours spent online

(16.4 Asian Average)

95%Social Networking

what’s Different

Vietnam

Smaller % of >25 years old

on net

Indonesia

infotainment big driver on

social

Philippines

videos = kingmobile not as

popular

what’s similar

telling storiesto

making meaning

transitioning from

influencers tobrand

advocates

Mobile first in a Multi-Screen World

content community context

2. E VO LV I N G U S E R B E H AV I O U RC A N B R A N D S K E E P U P ?

disruption

J U S T T H E T I P

O F T H E I C E B E R GChriste l Quek @ladyxtel

disruption

3. I N T E R S E C T I O N O F D I F F E R E N T “ G R A P H S ”

disruption

P E R S O N A LG R A P H

S O C I A LG R A P H

I N T E R E S TG R A P H

B E H AV I O U RG R A P H

disruption

P E R S O N A LG R A P H

All about your beliefs, core values, and personality.

disruption

S O C I A LG R A P H

a common data set which is open to a

wide variety of services.

disruption

I N T E R E S TG R A P H

All about curiosity.Tastes and preferences-

overlaps with individuals which resemble your

disruption

B E H AV I O U RG R A P H

provides thefoundation for the

quantified selfmovement

disruption

4. R I S E O F T H EQ UA N T I F I E D S E L F

disruption

U S E R G R A P H S

+ B I G DATA

+ T E C H N O L O GY

disruption

Understandingthe

war look like?

what will the

disruption

1. E VO L U T I O N O F T H EQ UA N T I F I E D S E L F

disruption

U S E R

self improvement : becoming better, faster, stronger

Q UA N T I F I E DS E L F

N I K E F U E L B A N DN I K E +

P E B B L E WATC HJ AW B O N E U P

M E L O NS A M S U N G G E A R

disruption

Q UA N T I F I E DU S E R

U S E R I M P R OV E D +M OT I VAT E D

S E L F

self improvement : becoming better, faster, stronger

disruption

2. I N C R E A S E D P O P U L A R I T Y O F W E A R A B L E C O M P U T I N G

disruption

W H E NT H E

TA K E S H E E D F R O M T H E C R O W D. . .

disruption

P E B B L E WATC H

U S D 1 M I L L I O NR A I S E D I N 2 8

H O U R S

disruption

T H E R E ’ S E V E NA M A N AG E M E N T S YS T E M F O R T H E AC T I V E

disruption

T I C T R AC

M A K I N G S U R EYO U W O N ’ T L O S E

S E N S E O F A L L YO U R DATA &

T R A N S L AT I N GI T TO M E A N I N G F U L

I N S I G H T S

disruption

U S E R G R A P H S

+ B I G DATA

+ T E C H N O L O GY

XChriste l Quek @ladyxtel

disruption

3. S O C I A L I S W H E R E YO U RU S E R S W I L L B E

disruption

C H AT A P P S - N I C H E CO N T E N T S H A R I N G

150millionusers

300millionusers

200million users

disruption

C H AT A P P S - N I C H E CO N T E N T S H A R I N G

USD 17million

(stickers) undisclosedUSD 1billion

valuationUSD 58.9million

(Q1 2013)

disruption

4. R E A L -T I M E M A R K E T I N G ;FA S T , F O C U S E D , F R I C T I O N L E S S

disruption

6 seconds

the new140

characters

disruption

5. E VO LV I N G S O C I A L C U R AT I O N TO G R O WO R G A N I C C O M M U N I T I E S

disruption

“The most successful curators include sites like The Huffington Post, that

embrace the three-legged-stool philosophy of creating some content, inviting visitors to contribute some content, and gathering links and articles from the web.

CREATED, CONTRIBUTED, AND COLLECTED

— the three ’c’s is a strong content mix that has a measurable impact.”Steven Rosenbaum

disruption

Understandingthe

battle plan be?

what will my

disruption

your useris your heartware.

design a user-centricstrategy. designwith purpose &

personality

listen. insights are lessons from yesterday- from

tech trends & user behaviour.

iterate.

craft your brandnarrative before deciding

on individualbrand stories. combine

magic and logic, tap into your intuition

disruption

tap into insights

ideation& hair-pulling

craftingthe narrative

prototype & iteraterinse & repeat

disruption

army!I need my

disruption

I D E N T I F YM E A S U R E

I N F L U E N C EC O N TAC T I T E R AT EE VA L UAT E

disruption

Not everyone who shits on you is your enemyFeedback can be constructive

Not everyone who gets you out of shit is your

friendThe keyboard warrior/social maven/difficult client can twist feedback to suit their own purposes

When you’re in shit, keep your mouth shutDon’t say the wrong things and don’t act on impulse

disruption

brands

never underestimate

disruption

Relationships are Currency

disruption

In Asia, the value we put on relationships are particularly strong.

disruption

And here, loyalty will be the reward.

disruption

People won't care about brands until they see and feel that brands care about them

disruption

Simple because we don't buy from who we don't trust or love.

disruption

Admittedly the users weserve can be as fickle as they come

disruption

No thanks to the accelerated rate of technology we observe today.

disruption

The pursuit for their trust can betiring, challenging, and make us doubt

ourselves

disruption

“Are we in the right industry?What are we doing wrong?”

disruption

All we need to do is to be relentless, focused, fast, & frictionless.

disruption

We don’t need all the answers, but wedo need to keep asking the right

questions.

disruption

Just as not every girl falls for chocolates and flowers,

disruption

Not every user is made the same and can be pigeonholed in the same way.

disruption

In short, we need to move from hardware to heartware

disruption

Let’s be honest- the way to our pockets is through our hearts.

disruption

and the war for your bottom-line will be a war of hearts.

disruption

Are you ready?

disruption

Christel Quek @LADYXTELemail: christel.quek@gmail.com

Thank You!

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