digital marketing presentation - kuliah tamu feb - ub
DESCRIPTION
Currated from many sources, a presentation about digital marketing in Indonesia. Presented at Business and Economic Faculty - Brawijaya University Malang at May 28, 2013. Hope it's useful.TRANSCRIPT
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ALUMNI BERBAGI 2
DIGITAL MARKETIN
G
Fakultas Ekonomi dan Bisnis Universitas Brawijaya
Malang, 28 Mei 2013
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Simple Rules :HP on silent/vibrate modeActive participationGo ask your questionsBe bold, share your ideas!Be half full. Don’t be half empty or worst, being full.
Other is fine
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Presenter’s Profile
• Nama : Harwindra Yoga Prasetya• TTL : Malang, 1 April 1980• Latar belakang pendidikan :
– SMUN 5 Malang (1995 – 1998)– Universitas Brawijaya Fakultas Ekonomi – Manajemen (1998 – 2002)
• Latar belakang profesional:– PT Campina Ice Cream Industry (2005 – sekarang)
• Management Trainee (2005-2006)• Marketing Service Coordinator (2006-2007)• Key Account Supervisor (2007-2008)• Modern Trade Supervisor (2008-2009)• Junior Trade Marketing Manager (2009-2011)• Marketing Communication Manager (2012-sekarang)
• Hobby : Olah raga (basket, jogging, sepeda), DVD-ing, reading books, travelling, internet
• Favorite quotes : “Logic will take you from A to B. Imagination will take you everywhere” (Albert Einstein)
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SHIFT happens!
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1 dari 4 orang, 57% dari penduduk urban Indonesia terhubung secara online
Orang Indonesia menghabiskan waktu lebih lama dibanding penduduk dunia lainnya di situs –situs media sosial (6 jam/hari)
Indonesia punya 51 juta user facebook, 90% dari total netizen, 20% dari total populasi. Indonesia negara #4 dan Jakarta kota #2 di Facebook
Indonesia punya +/- 2.7 juta blogger Indonesia punya 28 juta pengguna twitter. Indonesia negara #6 di
dunia, #3 di Asia. Jakarta dan Bandung adalah kota #1 dan #6 di twitter Angka penetrasi mobile phone di Indonesia 92%, 62% penduduk perkotaan lebih banyak akses internet via smart phone
atau feature phone Dan kita belum bahas jumlah penduduk Indonesia pengguna instragram,
path, google+, pinterest, bubly, dan masih banyak lagi...
Fakta Digital Indonesia Saat Ini
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Kita intip data-data social media di Indonesia dulu yuk!
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Indonesia punya 51 juta user facebook, 90% dari total netizen, 20% dari total populasi. Indonesia
negara nomor 4 dan Jakarta kota nomor 2 teraktif di Facebook
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Pertumbuhan jumlah akun facebook normalnya 5 - 10% Indonesia? Tumbuh 12,19% dalam 3 bulan (Oct-Dec
2012)! Banyak fake accounts untuk main games, jual beli likes dan facebook fans?
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User Facebook di Indonesia dominan di usia 18-24 dan 25-34.
Interesting finding : pengguna facebook perempuan cenderung banyak di usia lebih muda, 13-15 tahun
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Yes, we’re still a huge Blackberry user...
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Indonesia punya 28 juta pengguna twitter. Indonesia negara nomor 6 di dunia, nomor 3 di Asia.
Jakarta dan Bandung adalah kota nomor 1 dan nomor 6 di twitter
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@cinema21 menjadi akun twitter dengan jumlah followers tertinggi di Indonesia
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Akun-akun twitter non-personal / pseudonym account dengan jumlah followers tertinggi ini punya engagement rate (ER)
yang tinggi dengan followersnya. Tak jarang mereka di-hire sebagai online buzzer untuk brand
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Content is KING!Punya konten kreatif dan menarik, gaya bicara-
bahasa yang unik adalah tips sukses di dunia social media
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Punya banyak followers belum tentu berarti pasti terima banyak mentions...@agnezmo punya buzz yang paling besar di twitter, di-mention sebanyak 2,2 juta kali selama 2012, Bandingkan dengan @sherinamunaf
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One of 2012 legend : Klinik Tong Fang Kata atau keyword ‘tong fang’ terlihat (impressed) 863 juta kali di sepanjang 2012. Any comment? ;)
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Agenda tahunan sejak 2011, Social Media Festival – SocMedFestDimana selama 3 hari, berkumpul para penggiat, penikmat dan penggila dunia digital marketing dan social media. Excited!
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So, what’s HOT in Q1 2013?
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Untuk pertama kalinya, istana negara membuka diri di dunia digital via akun twitter @IstanaRakyat dan juga, ibu negara kita pun hadir via akun instagram @aniyudhoyono
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Presiden kita nge-tweet!
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The Indonesian X-Factor!Ratusan juta impresi dan jutaan mentions selama Q1 2013, trending topic world wide setiap minggu
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So?What should BRAND or CORPORATE do?
What should WE do?
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Get involvedJump into conversation
Listen to the conversationEngage
ParticipateInteractInterlink
Be a part of it!
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Advertising dahulu, dengan materi yang lebih sedikit menjangkau lebih banyak audience dari satu/beberapa sumber saja (TV, radio, dsb)
Advertising masa kini punya materi lebih banyak, menjangkau audience yang terbatas (focused), dari banyak sumber (smartphone, TV, tablet PC, dsb)
90% lebih percaya rekomendasi teman, 70% percaya opini konsumen yang diposting online (Nielsen "Global Trust in Advertising, Q3 2012)
Kini perbincangan yang diposting secara online didengar/dilihat oleh beberapa orang saja, namun bisa didengar/dilihat jutaan orang
Cluttered, low on trust, and dis-engagement!
Kini, bagaimana digital marketing dan advertising bersama-sama ‘muat’ berkolaborasi di dunia komunikasi modern ini?
Advertising versus Digital Marketing? Perubahan mindset?
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Caranya?
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Tiap produk atau brand pasti punya USP masing-masing
It’s the question of : “Why should I buy your goods/service?”
Stage 1 : Advertising LedUnique Selling Proposition Driving Wants
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Channels
Television Radio Newspaper Magazine Outdoor Database Marketing E-mail Direct Mail Interactive Services In store promotions Event Sponsorship
Measurement
Ratings Readership Frequency Reach Rating Points Cost per Lead Cost per Click Click Through Rate Real Metric New Customers
(acquisitions)
Stage 2 : Through The Line Integration Above The Line Below The Line
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Dari channel ATL dan BTL yang ada, pilih mana saja dari yang sesuai
Integrasikan komunikasi on line dan offline yang ada untuk memperkuat penyampaian pesan
Komunikasi pesan bisa dari 1 master design, diturunkan ke design-design lainnya untuk tiap channel yang dipilih
Atau, tiap tipe channel komunikasi punya unique design namun punya garis merah yang sama
Stage 3 : Media Neutral – Idea NeutralOnline Channels Offline Channels
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Participation Branding adalah bagaimana suatu brand terhubung dan berperilaku terhadap konsumen lewat saluran komunikasi yang ada, dalam suatu periode, untuk mendapatkan perhatian dan partisipasi mereka lewat cerita dan pengalaman
atau Bagaimana konsumen terhubung atau berperilaku terhadap
satu sama lain lewat saluran komunikasi yang ada, di dalam suatu periode, untuk mempengaruhi dengan menciptakan cerita dan pengalaman brand yang memotivasi (uplifting)
Benang merah ada di : partisipasi dan cerita – pengalaman Syarat utama (fundamental nature) dari digital marketing
INTERAKSI
Stage 4 : Participation BrandingStories Experiences
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Kenapa INTERAKSI penting?
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Dan INTERAKSI butuh MEDIA!
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INTERAKSI antara 3 Media :
Word of mouth, uncontrolable,has biggest buzz contributor
Paid media, controlable
Owned media , controlable
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Setelah INTERAKSI, kini INTERLINKING... Interlinking menyampaikan pesan-pesan (garis merah
sama) berbeda lewat berbagai channel dalam yang berbeda ke konsumen ; consumer experience – mengundang partisipasi konsumen – share cerita tentang brand
Sebelum interlinking, pesan-pesan disampaikan secara berulang-ulang kepada satu konsumen lewat touch points yang berbeda-beda. It’s a waste of effort!
The ultimate engagement is created through interaction & interlinking
Impact WOM sangat besar...
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Proses interlinking
Media Neutral – Participation Based BIG IDEA
Consumer Insights Brand Proposition
BIG IDEA CREATION
BIG IDEA EXECUTION
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Road Map
Bottom line : good values /end result (great brand awareness, buzz size, good sales performance) berawal dari good quality of goods and services.
Pilih channel (media neutral-big idea) untuk komunikasi ; off line-online, BTL-ATL atau keduanya (through the line)
Dengarkan obrolan konsumen, dan bergabunglah. Dapatkan consumer insights
Buat engagement yang ultimate dengan interaksi dan interlinking
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Acer Computer – Socially Devoted
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Social Media Study Case
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XL Axiata Case Study
Core value – data package – digital services
Ingin layanan telco yang lengkaptelepon – paket data – digital service
Telco dengan layanan paripurna
BIG IDEA CREATION
BIG IDEA EXECUTION - COMMUNICATION
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Fakta Digital Marketing Development di Indonesia
1. Berkembang dengan pesat!2. Belum banyak personel ataupun advertising agency yang benar-
benar menguasai digital marketing 3. Salah satu skill yang saat ini dibutuhkan dan pasti dipakai, baik
oleh korporat (brand) maupun digital advertising agency4. Mulai muncul universitas yang membuka jurusan digital
marketing5. Mulai muncul training – workshop untuk para top management
(CEO, Presdir, Vice President, etc) tentang social media – digital marketing
6. Banyak bermunculan jabatan baru : Social Media Strategist, Content & Community Manager, Digital Marketing Manager
7. Bagus atau kreatif di konten? Punya banyak followers dengan engagement rate tinggi? Klout score tinggi? Berpengaruh di topik bahasan tertentu? Buzzer!
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Referensi onlineblogs – websites – twitter accounts
Mashable : http://mashable.com Social Media Today : http://socialmediatoday.com Social Fresh : http://socialfresh.com Social Bakers : http://socialbakers.com Klout Score : http://klout.com Slideshare : http://slideshare.net/pitra XL Axiata corporate site : http://www.xl.co.id/business/id/produk Twitter accounts :
@mashsocialmedia @mashable @socialmedia2day @socialbakers @halbrecht @PakarDigitalMKT @PRNews @ASMStartup @nukman @shoppernewsblog @Inc @FastCompany @Shopper360 @marketingcoid @Fortune_PR @Nielsen @etnoamalia @HandryGE @gmontadaro @the_marketeers @subiakto
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Phone : +62 81555638513 / + 62 8888328500BB Pin : 296855c0Facebook : Harwindra Yoga PrasetyaTwitter - Instagram – Path : @haryoprastBlog : http//haryoprast.comGmail : [email protected]
Thank you