When digital tools can level the playing field for small budget markets and startup, big companies should be terrified. What it took to win in old world marketing - scale, market size, influence and resources - isn't what it takes to win in the digital marketing world. This presentation shares what Maxis, a leading telecoms and internet company learned (often the hard way) and what changes the company made during its 2 year digital transformation. Presented at GREAT conference, Kuching Sarawak

1. Why Any
Small Business
can now
Out-market
Any Big
Business using
Digital
Sulin Lau
Head of Marketing Services, Maxis
GREAT 2016, Kuching

2. www.thinkthings.co
I didn’t
always work
here though

4. Armour
Weapons
Size
Experience
Simplicity
Speed
Thinking
Tools

5. We all know how the story ends…

6. Next 30-ish minutes…
How the Small can Beat the Big using Digital Tools
Maxis’ own digital journey (learning stuff the hard way)
Must we fight? Or can we BOTH win?
1
2
3

7. Next 30-ish minutes…
How the Small can Beat the Big using Digital Tools
Maxis’ own digital journey (learning stuff the hard way)
Must we fight? Or can we BOTH win?
1
2
3

8. #1: big guys are slow, social algorithms reward speed

9. #2: big is (usually) bland, poke fun

10. #3: taking on a giant opponent makes a small fella look
big
Link: Mini CEO challenges Porsche CEO https://www.youtube.com/watch?v=eYM6-RkHTCs

11. #4: why make a big budget ad if you can achieve
more by spoofing one?
Link: Newcastle “If we made it” trailer https://www.youtube.com/watch?v=wgbWvV6Oa4o

12. #5: While most businesses can’t afford traditional ads,
No business can afford NOT TO have a digital presence
My DIY “Retweet/Reshare
Me” marketing & lead
generation campaign
Total budget: $0
Most leads, loans,
conversions, donors and
funds raised ever in 1
fellowship stint

13. #5: No business can afford NOT TO have a digital
presence
From “boring” B2B science.. …To taking 2nd generation family
biz to next level

14. #5: No business can afford NOT TO have a digital
presence
“You got death.
We got answers”
(5 mil YouTube views +
a book deal)

15. Next 30-ish minutes…
How the Small can Beat the Big using Digital Tools
Maxis’ own digital journey (learning stuff the hard way)
Must we fight? Or can we BOTH win?
1
2
3

18. Real change always starts with breaking old habits

19. A War Against Paper
Remove lengthy forms, stamps, and
signatures that slow us down, dissipate
energy with friction, cost us money and
errors

20. Eliminate walls
between departments, and between exec
suites, corner offices and cubicles

21. Let data drive decisions
Not Highest Paid Person’s Opinion

22. The internet is changing how Malaysians
behave as customers
HOW WE PAY
FOR STUFF
HOW WE DON’T
WAIT ANYMORE
HOW WE FORM
OPINIONS
HAS ALREADY CHANGED

23. Keep up with our customers
or risk losing them

24. #1: New ways of nownownow speed
Customers want stuff yesterday…
or you’ve lost them

25. #2: New ways of cash
Digital currency for
games, apps, movies,
music
Top up via App
Top up coupons
& codes

26. #3: New ways of serving customers better
Filter conversations by keyword,
location, sentiment, even klout score

27. #4: New ways of sharing our space
All senior and mid management gave up personal rooms in the
renovation,
and freed up loads of shared spaces

28. #4: New ways of sharing our space
Using our new offices as brand
evangelism tool
• “Host your startup gathering/seminar at
Maxis”
• Office as best soft evangelism tool for our
beliefs, New ways of working

29. #5: New ways of empowering our people
- data to drive decisions
Which days / post types get
the most shares?
Which device campaigns
drove high traffic – with high
conversions and low cost?

30. #6: … and new ways of managing efficiently

31. And the list goes on….

32. Next 30-ish minutes…
How the Small can Beat the Big using Digital Tools
Maxis’ own digital journey (learning stuff the hard way)
How can we help each other – big companies &
startups
1
2
3

33. Companies Small + Large
partnering for growth
+
+
+

34. Changing
customer
New ways
of selling &
marketing
New types of
businesses
New
workforce
demands

36. Enough from me.
You?

37. Add:
Sulin Lau or @sulinlau
Slideshare.net/flipside247
follow:
Keep in touch, Ok?