The Brief

Background: This year in Taiwan, the media reach of Internet has skyrocketed to 61%, and the rise of the digitization has brought both vast opportunities and significant challenges to traditional media experts. As the digital media platform, Google Taiwan set out to hold a business-to-business seminar to support brand marketers and creative agencies to market in the digital world. To showcase the potential of digital technologies, Google Taiwan Marketing Team decided to lead by example and create an affordable digital experience for the seminar. Collaborating with Phind Corp., Google created seminar 2.0 under the budget of 8,000 USD. Challenges: 1. Digital technologies sounded like an alien language. HTML5, WebSocket, and APIs were hard to explain, difficult, and complex. 2. B2B seminars were often stereotyped as boring one-way communication. 3. Without experiencing firsthand, digital technologies seemed un-relatable and out of reach. Insight: Even the most traditional media expert in Taiwan owns a smartphone and enjoy spending a lot of personal time on it. However, they do not relate their digital experience on smartphones to their work. Making their smartphones the starting point to learn digital technologies brings familiarity and relatedness.

Solution: Created specifically for Google DigiCamp, but designed for all seminars. Seminar 2.0 is a scalable mobile technology for delivering personalized messages and giving audiences a real-time interactive experience in contributing the presentation on stage. This new innovation led by Google Taiwan Marketing Team allowed Google to drive engagement even with 174 audiences having different levels of technology understanding and a short attention span. How it works: 1. Before the seminar, by simply scanning a QR code, user enters our mobile site. No app, no download. An intuitive user interface designed with the look-and-feel of a Google Now page brings the familiarity of use. Inputting your phone number in the search bar generates a personalized business card with your name, position, phone number, email, and company logo. Swipe it at the screen and receive an interactive warm welcome from our Android. The user then gets to learn about mobile sensors and web technologies leveraged in this process before the seminar even starts. 2. During the seminar, just like YouTube TrueView ads, user has control over skipping our case study examples. A real-time calculator instantly sums up the total skip rate. Once it hits 60%, the example will be skipped to ensure the user is making the most out of his/her time! 3. After the seminar, unlike other seminars that require paper and pens to give feedback, our users can rate with their smartphones. And, after a quick analysis on what they’ve skipped and liked, a personalized package with materials that are most related will be sent to let them learn more. Next stage: Seminar 2.0 is planned to be rolled out to all other Google B2B marketing events in Taiwan to make seminars more targeted and engaging.

In the long run, through smartphones, by accumulating audience behavior data analysis from every event, Google will know what resonates well with the audience and improve for better ways to help digitize the advertising industry in Taiwan. By digitizing our own seminars, Google aspires to lead and encourage our clients to act for a digital future. Quotes from guests: " DigiCamp broadened our technological horizon, and assisted us in discovering the possibility of digital marketing. The well-designed seminar and educational content were exceptional. " - Kunchi Tsai, Senior Marcom Manager Marketing and Operations, Microsoft Taiwan " Sharing a great amount of complex digital technologies, Google successfully drove engagement by providing the ability to experience these technologies firsthand. This is a good example of leveraging technology to help directly drive insight." - Jacqueline Lai, Official Representative For Taiwan, Cannes Lions "Leading by example is the most effective way to inspire yet also the hardest to achieve. By digitizing our own seminars, DigiCamp encouraged our clients to act for a digital future. A total of five lighthouse digital campaigns were initiated because of this digitization inspiration. This is something that hasn't been done before." - Stanley Chen, Country Director, Taiwan, Google