16. Blunt truth
Digital media is not
mass media.
You will never reach most Indonesians with digital.
SEAsia
17. Blunt truth
Digital media is not
mass media.
You will never reach most Indonesians with digital.
But it reaches those in key cities.
And the 80/20 rule.
SEAsia
18. What’s the
80/20 rule?
The Pareto’s Principle or Pareto’s Law.
80% of effect comes from 20% of causes.
Common rule of thumb in management and business.
20% of consumers contribute to 80% of sales.
SEAsia
19. Influence 20% of your key
allies to multiply your
marketing effect several
fold. How?
SEAsia
20. Influence 20% of your key
allies to multiply your
marketing effect several
fold. How?
Digital Media
SEAsia
32. Online Behaviours
Top 3 searched items
Users look to make new or keep in contact with
friends (social networking). And entertainment.
Facebook dominates.
SEAsia
SEAsia
35. Mobile Statistics
“Indonesia is set to become the third largest mobile
market, after China and India... Young people below
the age of 27, over 72% of population, are driving the
bulk of the mobile web usage in this country.”
Source: Mobile Marketing Magazine UK
SEAsia
36. But how is mobile
related to digital
and online?
SEAsia
37. But how is mobile
related to digital
and online?
Yes they are related.
Because Indonesians have their mobile habits.
SEAsia
38. But how is mobile
related to digital
and online?
Yes they are related.
Because Indonesians have their mobile habits.
What are they?
SEAsia
40. To get connected.
Mobile phones as substitutes to
PCs and broadband
SEAsia
41. To get connected.
Mobile phones as substitutes to
PCs and broadband
Connected anywhere, any time, any place
On their terms
SEAsia
42. Mobile Statistics
Indonesia stands at #4 in worldwide
mobile data access
Satelindo #5 as top mobile network provider
SEAsia
43. Mobile Statistics
Globally, is #2 in accessing the
web with mobile-browsers
SEAsia
44. 2009 sees almost 1000% increase
in smartphone sales
Above is Blackberry and iPhone only!
How about add in the Nokia, Samsung, Sony Ericsson and other copycat phones.
SEAsia
45. 2009 sees almost 1000% increase
in smartphone sales
Already #2
Above is Blackberry and iPhone only!
How about add in the Nokia, Samsung, Sony Ericsson and other copycat phones.
SEAsia
46. 2009 sees almost 1000% increase
in smartphone sales
Where are you now?
Where will you be this
time next year?
+
Already #2
Above is Blackberry and iPhone only!
How about add in the Nokia, Samsung, Sony Ericsson and other copycat phones.
SEAsia
48. So what does this
all mean?
#5 web users in Asia
SEAsia
49. So what does this
all mean?
#5 web users in Asia
#3 mobile users in the world
SEAsia
50. So what does this
all mean?
#5 web users in Asia
#3 mobile users in the world
#4 worldwide mobile web/wap access
SEAsia
51. So what does this
all mean?
#5 web users in Asia
#3 mobile users in the world
#4 worldwide mobile web/wap access
#5 worldwide mobile network
SEAsia
52. So what does this
all mean?
#5 web users in Asia
#3 mobile users in the world
#4 worldwide mobile web/wap access
#5 worldwide mobile network
#2 web access on mobile browser
SEAsia
55. Your Community
Your Opinion Formers
Your Photo Gallery Your influencers
Your TVC Gallery
Your Viral/Dynamic
Content
Your Website
Your Activities
SEAsia
56. What’s amazing is not
the number of billboards
advertising smart phones
plastered along the
roads.
SEAsia
57. What’s amazing is not
the number of billboards
advertising smart phones
plastered along the
roads.
But that nearly ALL of them advertise getting
connected to Facebook, Yahoo, YouTube, Gmail, etc
SEAsia
58. Digital Media for
Business
4 social media tools you should be on
SEAsia
60. Tool #1
• Largest social network community
SEAsia
61. Tool #1
• Largest social network community
• Personal and/or Branded
SEAsia
62. Tool #1
• Largest social network community
• Personal and/or Branded
• Status updates with inline comments
SEAsia
63. Tool #1
• Largest social network community
• Personal and/or Branded
• Status updates with inline comments
• News updates and discussion forums
SEAsia
64. Tool #1
• Largest social network community
• Personal and/or Branded
• Status updates with inline comments
• News updates and discussion forums
• Photo and video sharing
SEAsia
65. Tool #1
• Largest social network community
• Personal and/or Branded
• Status updates with inline comments
• News updates and discussion forums
• Photo and video sharing
• Branded applications, games, contests
SEAsia
66. Tool #1
• Largest social network community
• Personal and/or Branded
• Status updates with inline comments
• News updates and discussion forums
• Photo and video sharing
• Branded applications, games, contests
• Social graphs and influencers
SEAsia
67. Tool #1
• Largest social network community
• Personal and/or Branded
• Status updates with inline comments
• News updates and discussion forums
• Photo and video sharing
• Branded applications, games, contests
• Social graphs and influencers
• Facebook connect ecosystem
SEAsia
68. Tool #1
• Largest social network community
• Personal and/or Branded
• Status updates with inline comments
• News updates and discussion forums
• Photo and video sharing
• Branded applications, games, contests
• Social graphs and influencers
• Facebook connect ecosystem
• Influencer-mining
SEAsia
71. Internet 1996 vs
• Email
• IRC
• Static lightweight info
• Simple graphics
• Very simple games
• IM
• Simple browsers
SEAsia
72. Internet 1996 vs
• Email • Email
• IRC • Groups discussion
• Static lightweight info • Static lightweight info
• Simple graphics • Enhanced graphics
• Very simple games • Smart simple games
• IM • Facebook chat
• Simple browsers • Mobile browsers
SEAsia
75. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
SEAsia
76. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
• Short, simple, to-the-point messaging
SEAsia
77. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
• Short, simple, to-the-point messaging
• Track and monitor trends
SEAsia
78. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
• Short, simple, to-the-point messaging
• Track and monitor trends
• Track and monitor sentiment
SEAsia
79. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
• Short, simple, to-the-point messaging
• Track and monitor trends
• Track and monitor sentiment
• Link-sharing engine
SEAsia
80. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
• Short, simple, to-the-point messaging
• Track and monitor trends
• Track and monitor sentiment
• Link-sharing engine
• Word-of-mouth igniters
SEAsia
81. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
• Short, simple, to-the-point messaging
• Track and monitor trends
• Track and monitor sentiment
• Link-sharing engine
• Word-of-mouth igniters
• Influencers and opinions leaders
SEAsia
82. Tool #2
• Engage with Brand followers
• Narrowcast to listeners
• Short, simple, to-the-point messaging
• Track and monitor trends
• Track and monitor sentiment
• Link-sharing engine
• Word-of-mouth igniters
• Influencers and opinions leaders
• Symbiotic social media ecosystem
SEAsia
83. Question to Biz Stone by an Indonesian student:
“How do you
encourage the use of
Twitter?”
SEAsia
SEAsia
84. Question to Biz Stone by an Indonesian student:
“How do you
encourage the use of
Twitter?”
Biz Stone’s answer:
“You sign up and
use Twitter.”
SEAsia
SEAsia
85. Tools let you know what they’re
talking about. And when they’re
talking about it.
SEAsia
88. Tool #3
• World’s #1 video site
• User, brand and community generated
SEAsia
89. Tool #3
• World’s #1 video site
• User, brand and community generated
• Branded channels, custom designed
SEAsia
90. Tool #3
• World’s #1 video site
• User, brand and community generated
• Branded channels, custom designed
• Aggregate like-wise videos via ‘tags’
SEAsia
91. Tool #3
• World’s #1 video site
• User, brand and community generated
• Branded channels, custom designed
• Aggregate like-wise videos via ‘tags’
• Feeds into external sites
SEAsia
92. Tool #3
• World’s #1 video site
• User, brand and community generated
• Branded channels, custom designed
• Aggregate like-wise videos via ‘tags’
• Feeds into external sites
• Open-video ecosystem
SEAsia
93. Tool #3
• World’s #1 video site
• User, brand and community generated
• Branded channels, custom designed
• Aggregate like-wise videos via ‘tags’
• Feeds into external sites
• Open-video ecosystem
• Video mashups
SEAsia
94. Tool #3
• World’s #1 video site
• User, brand and community generated
• Branded channels, custom designed
• Aggregate like-wise videos via ‘tags’
• Feeds into external sites
• Open-video ecosystem
• Video mashups
• Contests
SEAsia
105. Tool #4
• World’s #1 blog engine
• World’s most used CMS and website builder
SEAsia
106. Tool #4
• World’s #1 blog engine
• World’s most used CMS and website builder
• Adopted by large enterprises and portals
SEAsia
107. Tool #4
• World’s #1 blog engine
• World’s most used CMS and website builder
• Adopted by large enterprises and portals
• Open source and free
SEAsia
108. Tool #4
• World’s #1 blog engine
• World’s most used CMS and website builder
• Adopted by large enterprises and portals
• Open source and free
• Extremely customisable
SEAsia
109. Tool #4
• World’s #1 blog engine
• World’s most used CMS and website builder
• Adopted by large enterprises and portals
• Open source and free
• Extremely customisable
• Thousands of free plug-and-play add ons
SEAsia
110. Tool #4
• World’s #1 blog engine
• World’s most used CMS and website builder
• Adopted by large enterprises and portals
• Open source and free
• Extremely customisable
• Thousands of free plug-and-play add ons
• Thousands of developers, many from Indonesia
SEAsia
111. Tool #4
• World’s #1 blog engine
• World’s most used CMS and website builder
• Adopted by large enterprises and portals
• Open source and free
• Extremely customisable
• Thousands of free plug-and-play add ons
• Thousands of developers, many from Indonesia
• Integrate easily with key social networks
SEAsia
121. Traction is important
in any digital media
campaign
You cannot go from zero to 10,000
followers in a short time.
To be effective, it must run it course to
gain faith and followers.
SEAsia
124. No two digital
media campaigns
are alike
Different brands
Different communities
SEAsia
125. No two digital
media campaigns
are alike
Different brands
Different communities
Different influences
SEAsia
126. No two digital
media campaigns
are alike
Different brands
Different communities
Different influences
Different goals
SEAsia
127. No two digital
media campaigns
are alike
Different brands
Different communities
Different influences
Different goals
Different KPIs and ROIs
SEAsia
128. Setting up a
winning digital and
social media play
Which is the right structure?
Is there one?
SEAsia
138. How can we help you?
Let’s start with known questions.
SEAsia
139. How can we help you?
Let’s start with known questions.
“What should my business
do to get started?”
SEAsia
140. How can we help you?
Let’s start with known questions.
“What should my business
do to get started?”
Prepare a budget.
SEAsia
141. How can we help you?
Let’s start with known questions.
“What should my business
do to get started?”
Prepare a budget.
Know your brand and marketing goals.
SEAsia
142. How can we help you?
Let’s start with known questions.
“What should my business
do to get started?”
Prepare a budget.
Know your brand and marketing goals.
Set your targets.
SEAsia
143. How can we help you?
Let’s start with known questions.
“What should my business
do to get started?”
Prepare a budget.
Know your brand and marketing goals.
Set your targets.
Appoint the right agency.
SEAsia
144. How can we help you?
Let’s start with known questions.
SEAsia
145. How can we help you?
Let’s start with known questions.
“I have a website.
What should I do now?”
SEAsia
146. How can we help you?
Let’s start with known questions.
“I have a website.
What should I do now?”
Look and study your website statistics.
SEAsia
147. How can we help you?
Let’s start with known questions.
“I have a website.
What should I do now?”
Look and study your website statistics.
Analyse the data and interaction rate.
SEAsia
148. How can we help you?
Let’s start with known questions.
“I have a website.
What should I do now?”
Look and study your website statistics.
Analyse the data and interaction rate.
If no to above, implement them.
SEAsia
149. How can we help you?
Let’s start with known questions.
“I have a website.
What should I do now?”
Look and study your website statistics.
Analyse the data and interaction rate.
If no to above, implement them.
Un-flash your website.
SEAsia
150. How can we help you?
Let’s start with known questions.
“I have a website.
What should I do now?”
Look and study your website statistics.
Analyse the data and interaction rate.
If no to above, implement them.
Un-flash your website.
Optimise your site for search.
SEAsia
151. How can we help you?
Let’s start with known questions.
“What else should I do?”
Implement social widgets.
Go through user-centered design.
Put customer first.
Separate user interface from content.
Consider the social-push.
SEAsia
152. How can we help you?
Let’s start with known questions.
SEAsia
153. How can we help you?
Let’s start with known questions.
“How do I get started with
social media?”
SEAsia
154. How can we help you?
Let’s start with known questions.
“How do I get started with
social media?”
Plan.
SEAsia
155. How can we help you?
Let’s start with known questions.
“How do I get started with
social media?”
Plan.
Plan.
SEAsia
156. How can we help you?
Let’s start with known questions.
“How do I get started with
social media?”
Plan.
Plan.
Plan.
SEAsia
157. How can we help you?
Let’s start with known questions.
“How do I get started with
social media?”
Plan.
Plan.
Plan.
Consult an agency.
SEAsia
158. How can we help you?
Let’s start with known questions.
“How do I get started with
social media?”
Plan.
Plan.
Plan.
Consult an agency.
Start.
SEAsia
159. How can we help you?
Let’s start with known questions.
SEAsia
160. How can we help you?
Let’s start with known questions.
“How do I control
negative feedback?”
SEAsia
161. How can we help you?
Let’s start with known questions.
“How do I control
negative feedback?”
You don’t.
SEAsia
162. How can we help you?
Let’s start with known questions.
“How do I control
negative feedback?”
You don’t.
Instead, you listen.
SEAsia
163. How can we help you?
Let’s start with known questions.
“How do I control
negative feedback?”
You don’t.
Instead, you listen.
And engage them so you can be the better brand.
SEAsia
164. How can we help you?
Let’s start with known questions.
SEAsia
165. How can we help you?
Let’s start with known questions.
“How do I influence positive
blogger sentiment?”
SEAsia
166. How can we help you?
Let’s start with known questions.
“How do I influence positive
blogger sentiment?”
You be the BETTER BRAND.
SEAsia
167. How can we help you?
Let’s start with known questions.
“How do I influence positive
blogger sentiment?”
You be the BETTER BRAND.
You track and monitor regularly.
SEAsia
168. How can we help you?
Let’s start with known questions.
“How do I influence positive
blogger sentiment?”
You be the BETTER BRAND.
You track and monitor regularly.
What you do, how you do it have different impact.
SEAsia
169. How can we help you?
Let’s start with known questions.
“How do I influence positive
blogger sentiment?”
You be the BETTER BRAND.
You track and monitor regularly.
What you do, how you do it have different impact.
But don’t expect positiveness to come overnight.
SEAsia
170. How can we help you?
Let’s start with known questions.
“How do I influence positive
blogger sentiment?”
You be the BETTER BRAND.
You track and monitor regularly.
What you do, how you do it have different impact.
But don’t expect positiveness to come overnight.
Some campaigns work better than others.
SEAsia
171. How can we help you?
Let’s start with known questions.
SEAsia
172. How can we help you?
Let’s start with known questions.
“How do I
measure returns vs cost?”
SEAsia
173. How can we help you?
Let’s start with known questions.
“How do I
measure returns vs cost?”
Effectiveness are measurable.
SEAsia
174. How can we help you?
Let’s start with known questions.
“How do I
measure returns vs cost?”
Effectiveness are measurable.
Set KPIs.
SEAsia
175. How can we help you?
Let’s start with known questions.
“How do I
measure returns vs cost?”
Effectiveness are measurable.
Set KPIs.
Set targets.
SEAsia
176. How can we help you?
Let’s start with known questions.
“How do I
measure returns vs cost?”
Effectiveness are measurable.
Set KPIs.
Set targets.
Put a value to that.
SEAsia
177. How can we help you?
Let’s start with known questions.
“How do I
measure returns vs cost?”
Effectiveness are measurable.
Set KPIs.
Set targets.
Put a value to that.
Partner with an agency.
SEAsia