Name: Winning strategies: How ASUS uses 360° reporting to reach new heights
Uploaded: 2025-03-06T04:16:07.600Z
Duration: 30 min 4 s
Description: Winning strategies: How ASUS uses 360° reporting to reach new heights

Transcript for "Winning strategies: How ASUS uses 360° reporting to reach new heights": So today, we have a packed agenda where we really want to share with you how ASUS uses three sixty reporting to reach new heights. My name is Gabriel Tay. I'm the director of business consulting for APAC and MIR. And today, I have with me Jeff Lee. So I'm Jeff Lee, currently in charge of ASUS Global Social Media, Influencer Marketing, and Digital Media Buy and Content Marketing. Thank you, Jeff. Of course, today, we are here to talk about ASUS three sixty six success. ASUS is a global brand with more than 70 markets around the world, more than hundred active users on the amplified social platforms on any given day. And, of course, all these are done within a single unified environment. Let's start off with the very beginning, right, in terms of, you know, automating performance tracking and reporting framework. I have the chance to work with a lot of amazing brands globally, right, and I always, you know, hear the first challenge and pinpoint of any global brand is about data automations as well as, you know, establishing, you know, a reporting framework to ensure consistency and a single source of proof. Right? So data silo has been a real challenge from a lot of brands, and, similarly, I can see how, you know, ASUS over the year has been able to overcome this. So maybe can you just share with us, like, why is automating and unifying data collection critical to your success with your team? Sure. So I would say data silos across, all the social media platforms, have created many challenges for us in the past. You know, I still remember when I took over the ASUS global social media functions back in 2014, my manager at LatAm asked me asked me some questions. One is how many impressions one like and one share could bring in, and what the difference in post performance would be between getting, like, 100 likes in ten minutes versus getting 100 likes in one hour. And these questions, you know, were just for Facebook. And if you apply similar questions to YouTube, Twitter, LinkedIn, Pinterest, and Google plus, if you are old enough like me, you probably will still remember. Back back in 2014, we still have, we still had Google plus at that time. Yep. And in nowadays, we have more platforms like TikTok, Discord, and also, Twitch as well. Right? And imagine if we still need to combine data with our Google Analytics and our ad metrics, so it will become more and more complex. So so just imagine, like, if today is Friday afternoon and you are about to switch into a holiday mode when you and and and you just got a urgent request from your, from your account management asking you to provide a campaign report or to click provide, like, some social media report. It definitely got to ruin your holiday more. Right? Yep. Yep. Especially right now, in a rapidly changing digital world, like, things change very quickly. So, therefore, I would say collecting data accurately, visualizing it, and generate insight and making data these, data driven decisions, or changes would be critical. So and all of this could be done manually for sure, but it won't be real time and resource efficient. And, also, it might contain many, like, inaccurate data insights. I see. I see. Definitely, you can see that, you know, it's very challenging, as you mentioned, with the complexity of, the social media platforms that we are working with today as, you know, manual work can be done, but it's never good to bring a global brand like ASUS the efficiency you need to scale, right, across the business. So, therefore, I guess, you know, automating with reporting, making sure that data are automatically updated with accuracy, breaking the data silos between the different social media platforms become a key part of any brand success. And earlier on, you touched on, you know, the multiple different social media platforms that you guys are operating on or you guys are marketing yourself. Right? And there's, like, hundreds of different metrics available. Right? And, of course, being able to establish a reporting framework that is standardized across all the 70 different local markets is extremely important. And more importantly, I know that you guys has been leveraging industry benchmarks to really help you guys in terms of crafting your strategy as well. So, therefore, maybe on this part, would love to hear from your perspective. How do industry benchmark help you to take your strategy to the next level. Well, I'll say most important for will will be you need to understand your performance against the industry standards. Right? So then you can identify your current level and check your progress over time. And moreover, like, benchmarks highlights the best practice, like, in our tech industry and also help us, understanding what top performers are doing right so we can adapt the similar strategies, to enhance our own performance. And this could involve, like, experimenting with the new content formats like short videos or optimizing our posting schedule based on based on, like, when when our audience is active online. If our competitors are creating more short videos on TikTok and on Instagram reels and achieving, like, high performance and but what about if we don't know about this? We are more we are not monitoring about this, and we are not getting, like, industry benchmark from, this data to to help us to understand, hey. Maybe there's something we are missing. If we cannot discover those, we will lose our market share. And the other, critical aspect is, like, resource allocation. Right? So knowing how industry leaders, distribute their resources can guide us in making, like, more up to date decisions, about where to invest our time and our budget. And and just for instance, like, if they have shows that short videos are driving significant engagement, it might be worth signals to allocate, more resources to produce more short video contents. I see. Thank you so much. This was really insightful, especially you mentioned about a part where how you leverage, like, industry benchmark to better help you understand where your competitors might be investing into. And that's where you'll be able to actually keep track of it and be able to come up with strategy that can actually help you to stand up, against your competitors, for example. And I always stress to a lot of my clients, the importance of industry benchmarking, simply because, you know, you might not be able to set the right goals or at the very beginning of the year as we begin 2025 as well. So you can see that understanding what is the potential of the industry or where the brand can be in the future or to achieve is extremely important not to set a KPI that actually is not achievable, for example. And then, hence, right, I guess, as you mentioned, right, industry benchmark and all these insights really help you in your strategy. Let's move forward to the next topic, Jeff. I guess, building from what we discussed earlier on, I think the next, you know, part I really want to learn more from you is in terms of how you go about establishing a global governance and a center of excellence. Right? And, of course, over the years, I have the opportunity to work with your team globally across 70 over markets, more than a few hundred users and active users at the point of time is more than a hundred. It's a significant, you know, progress and work on your end. So really, how does your team collaborate to ensure governance for, like, hundred over users worldwide? Worldwidely, we have more than 14,000 employees. And in marketing organization, worldwidely, we have more than, like, 600 people. So yeah. Definitely. So creating the governance across the globe will be very important for us. So right now, we have, like, quarterly guide, like, download calls to align with our local teams. And these calls are essential for ensuring everyone is on the same page and adhering to our global status. And, during these sessions, we will discuss strategic updates and review performance metrics and also address any challenges that local team might be facing. In addition to this course, we also send out weekly social highlights EDM. So this newsletter provides, new updates, social trends, tool updates, and newly released assets as well and also guideline changes. So it's a comprehensive, resource that keeps everyone informed about the latest development and best practice in social media marketing. Additionally, my team also provides, ongoing training and support support to our country teams and to ensure they have skills and knowledge needed, to execute our strategies affect effectively. And at the same time, we also actively, collect their feedback to understand their needs and improve, our, like, delivery and our to improve our, like, workflow as well. And and we also, like, continuously monitoring, our, local social accounts to prevent any, like, improper usage of asset or incorrect message delivery. So this involves, like, regular audits and real time monitoring to ensure that all content and all the message align with our brand's guidelines and, messaging, standards. So if we identify any issue, so we address them promptly to maintain the integrity, of our brand. And furthermore, we encourage open communication and collaboration between headquarter and local teams. So we have, a step as the we have built a feedback loop where local team can share their insights and experiences. So which help us, refine our strategies and make the driven decisions. So this kind of collaboration, approach ensures that we are not owning, like, maintaining, consistency, but also leveraging, our local expertise to enhance our global social media presence. I see. Definitely, you you you have established, you know, your headwater in a way that it really helps, you know, drive, effectiveness and two way communications between the HQ and the local markets. And through the center of excellence, right, actually sharing best practices, to the local teams is extremely important to enable them. I guess one important part I want to know is that what insights have you actually, you know, identified and leveraged, right, that help you has the biggest impact on the growth over the last decade? So recently, we we use, like, amplified analytics, to identify which content formats contributes more based on our, like, based on our campaign objective. And and also we use it to analyze what kind of content format can work better on different social platforms as well like IG Reels and Carousel can have us gain more engagement than single image post for example. I see. Definitely. And, you you touched on how your team actually leverages the amplified, you know, analytics to really identify these data insights, to help improve, for example, on content performance. So I think one of the features of that we have been advocating and has been heavily leveraged by your team, for example, is the content labeling, you know, capabilities. Right? The automations of segregating content into different content pillars or even into different campaigns. Right? So maybe I just want to, you know, get your opinions. I know how you guys were doing it previously without such a capability of automations, and how has now with these automations of content segmentations, allowed you guys to get better content, you know, insights to drive content performance? So to be honest, we heavily rely on amplifiers, the auto labeling and asset recognition, to help us generate, like, global, monthly adoption report. This report will help us, like, understand how headquarter master assets perform in different regions and also how to improve them in the future. Right? And it also help us identify which type of content, like social activities and campaigns, might work better in each region. So I also want to take this chance to express my appreciation to Emplifi. So you guys heard, our pain points and continuously improve your products to make our lives easier. You know, in the past, it took days or weeks, even weeks to summarize our global campaign performance or a specific product related post performance or headquarter asset performance. You know, it was such a painful job. That's the So my team my team had to check each post from all the, like, country social accounts and set up labels one by one. So it was hugely, like, time consuming and painful. So until Emplifi, you heard our wish and started adding, like, new functions to solve it. So it's really efficient. It's really, like, a ton of efficient, to be honest. Right now, I would say my team only need to, like, I would say, spend few hours to generate insight from from from the report. It save it saves a lot of time. It saves a lot of workload. So my team can focus in on more, like, like, new idea, ideation, or, or some or focusing on something more important. Awesome. Awesome. Right. You you touched on not just about using data to input performance, but more importantly, it's about the operational efficiency. Right? So to improve the efficiency of the team from very manual work to actually automations, we can be achieved within hours instead of weeks, which is a lot of saving definitely. Right? And thanks a lot for the shout out and in terms of, like, how we have been collaborating as a partner, you know, going beyond just a solution where we really hear, you know, your pain point, our clients' pain point. We want to evolve our solutions over the years, and we have been doing so. Right? And we touched on some of the amplified features, and, of course, no nothing will stop us from continuously innovating, especially in this AI era. So I guess this lead us nicely to the next section, right, where, you know, we have been developing a lot of AI capabilities, and AI has been one of the hottest topic, over the last two, three years. And I'm sure you came back from, you know, the the conference last week in terms of, you know, what are the new innovations into AI and how AI can scale and boost performance. So I really love to hear your opinion as well as your point of view in terms of what role do you see AI playing in social media marketing. Well, AI definitely the hardest topic in recent years. So I would say, it truly has the potential to, I would say, re I would say to change the whole social marketing, reshape the whole social marketing, maybe. So I would say by using AI properly for content creation and also by using AI to identify the, like, its chance, across different age group and, also to, do, like, audience analysis. So we can, like, tailor content to specific, audience segment and make data driven decisions, like, well, how was to boost the engagement and outreach. So actually, my team is already using an ad who was, to improve their daily work and to improve their work delivery as well. And for instance, AI help us to generate, engaging captions and the visuals that resonate with our parking audience. And it also allows us to identify, emerging trends and shifts in user behavior in enabling us to stay ahead of the curve. And moreover, I would say, they are powered to assist us in optimizing our, like, post schedules, ensuring, like, our content reaches the reach the right persons at the right time. Right? So it also provides, like, predictive analytics, allowing us to forecast the campaign performance and also can help us adjust our strategies in real time. So this, I would say, agility is quick, is crucial in today's, fast paced digital, landscape. Yep. You nicely put it that way, Ibrahim. You mentioned about, you know, the agility of leveraging AI to enable, you know, a brand to move a lot faster and more agile in a way you handle, you know, the situations. Right? And earlier on, you also touched on, you know, how you guys also leverage the Emplifi AI assets recognition technology to actually help you in a way how you strategize your content strategy. So maybe on this part, I will just also love to learn a little bit more, you know, in terms of this particular Emplifi AI feature, in terms of asset recognition, helping you to understand how your content generated from HQ is being leveraged by local markets. And how important is this, and why is this valuable to you and your team or even to ASUS as an organization? Okay. So within our organization, as I mentioned, we have more than 70 branch offices and more than 600 marketers, right? So you can you can imagine, to have a unified, message delivered to our target audience. Guns will be very important. Right? So from from headquarter end, we are sort of like a central factory. We keep generating my team keep generating the new social asset. And in the meanwhile, our country team, they will also generate their local asset as well. And from global end, so since we are the, I would say, the central excellence team and we are the central factory, so the content we created has to be can be, like, widely used or widely. Right? At least, like, 80% of the country can use it But, by only using it is not the best practice It's more like, can our content really create influence for our true our target audience? So that's the purpose. We need to, use the asset recognition recognition to identify, how headquarter content, has been adopted by our country team and what's the performance of this headquarter content. So if we discover, hey. From headquarters end, when we create a new asset, there might be some bias, to be honest, and some core cultural difference. So how to learn this cultural difference object in in the asset can create better, like, performance in different region. I'll say it will be very important for my team to learn all of this. So within my team, I have, like, person in charge of different regions. So they have to know, okay, in North America, in South America, in East Europe, in West Europe, or in APAC, in Taiwan, or in South South Asia. Okay. So what kind of content can reach better performance? Okay. And also, what kind of message should we deliver? Right? So asset recognition, help us to keep collecting the data, headquarter access data, and also help us to identify, what's what, local asset, can contribute more, which will give us a crew to learn more. Okay. In the future, when we create, asset for for a specific region. So we should apply more, best practice from countries, golden case as well. Cool. This is really insightful, Jeff. Like, I think this isn't a common problem or pinpoint that a lot of brands might be addressing on a day to day basis, but I can see on how this is so important to a global brand like ASUS as you mentioned, and this is really awesome in terms of understanding, to the level of localization, the content to the different local markets, really help boost the overall global presence and performance. Right? Once again, Jeff, I really appreciate your time, you know, today in this session sharing, you know, your journey in the way how you have go about building, you know, the ASUS global presence across social media. And it has been a great journey working with you. And, of course, I do look forward to more exciting times working with you and your team in the year ahead. Thank you so much for your time today, Jeff. Same here. Thank you, Gabriel, and thanks, Emplifi team. So we have been partner for, wow, over ten years already. So let's keep moving forward and get the win win altogether. Thank you, Jeff, once again, for the insightful sharing. It has been really a journey for you and ASUS over the last decade. I just want to quickly summarize what are some of the key point tools that we spoke about earlier on. First of all, we spoke about how Emplifi helps ASUS automate performance across the global network of profiles to create a standardized, you know, global KPIs and reporting framework. And with this, together with the unified analytics from Emplifi, Asus can track every metrics and KPIs real time to really allow you to track to improve social performance across 70 over local markets worldwide. Right? Not just in terms of the insights. I think more importantly, we discussed about operational efficiency, which is one of the key success factor for Asus. And in this process, Asus actually leveraged a suite of products from Emplifi, such as automated labeling, which allows you to categorize content into different content markets, asset recognitions which is where you'll be able to track how the local markets is actually leveraging the global assets created, More importantly, how do you go about creating the best possible content and then able to schedule it across the global network of 70 different markets? We also spoke about AI as a game changer not just in terms of content creations going forward, but more importantly, it's about able to identify trends as well. Right? And, of course, we spoke about one key trend, which is social SEO. It's important for brands to be able to optimize each individual social profiles going forward in 2025 in order to achieve success. And, of course, I mean, trends are leading towards less informational, but more importantly, trying to drive conversational, you know, social content across these social media networks is extremely important to engage with your global audiences. With this, we have come to the end of the session. Once again, I thank everyone for joining us today in this session, and I hope that you enjoy for the rest of the day in terms of the program that we have put forward. Thank you.