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



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2005



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2013



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2005 2013



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Connectivity is Real & Omnipresent



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Rise of the Always On, Connected Consumer



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In 2013 , mobile deviceswill

exceednumber of people on this planet



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Inundation of Information



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Disconnect to Connect / Tune Out to Tune In



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Big Data: Volume, Velocity, Variety Signals vs Noise



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90% of data we see todaywas created in

the last 2 years



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acceleration of

+ the

user trends

=of constant evolution

convergence

brand experiences

of tech, insight, intuition



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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



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90%of our media

interactions arescreen-based

4.4 hours

of ourleisure time isspent in front

of screens per day



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time goal location attitude

context determines our media interactions

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



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digital disruption ?what is prompting this



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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



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120million

on the net

443million

in the region

27%

net penetration

VIETNAMIndonesiaPhilippines


Vietnam

22%Philippines

25%Indonesia

39%

% 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

78%

% 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

from

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 ?



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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


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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 ”



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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



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

All about your beliefs, core values, and personality.



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S O C I A LG R A P H

a common data set which is open to a

wide variety of services.



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

All about curiosity.Tastes and preferences-

overlaps with individuals which resemble your

own.



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

provides thefoundation for the

quantified selfmovement



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



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U S E R G R A P H S

+ B I G DATA

+ T E C H N O L O GY



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Understandingthe





war look like?

what will the



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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



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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



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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



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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



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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. . .



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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



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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



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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



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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


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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



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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



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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)



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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



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6 seconds

the new140

characters



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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



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\

“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



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Understandingthe





battle plan be?

what will my



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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



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tap into insights

ideation& hair-pulling

craftingthe narrative

prototype & iteraterinse & repeat



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army!I need my



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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



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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



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USERS

brands

never underestimate



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Relationships are Currency



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



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And here, loyalty will be the reward.



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



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



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Admittedly the users weserve can be as fickle as they come



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



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

ourselves



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



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



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

questions.



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Just as not every girl falls for chocolates and flowers,



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



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In short, we need to move from hardware to heartware



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



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



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Are you ready?



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Christel Quek @LADYXTELemail: [email protected]

Thank You!

mailto:[email protected]

mailto:[email protected]

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Creativity in An Age of Digital Disruption