5 happy things working in digital

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The material presented as guest lecturer at University of Indonesia - communication studies Dec 11,2010.

Text of 5 happy things working in digital

  • 1. 5HAPPY THINGSWORKING IN DIGITAL CREATIVE/PLANNING
    Miranti Daniar
    December, 11, 2010
    University of Indonesia

2. 1. New way of understanding people
3. Great ideas come from
understanding human behavior :
needs, problems, doubts, motivation
If you cant turn yourself into your customer, you probably shouldnt be in the ad business at all Leo Burnett
4. The Break Up
We dont talk anymore
You dont even listening, are you?
If you knew me, you know I dont care about that
5. People Today
Connected Consumers :
They are louder than before
Create. Share. Influence. Real-time.
They are source of powerful insights
6. How to understand them.. (before)
SURVEY
FGD
OBSERVATION
RESERACH
IS IT ENOUGH?
7. Technology enable us to do this :
The listening platform
Insights of :
Brand overview
Sentiment analysis
Influence analysis
Competitive analysis
Engagement analysis
8. Social media monitoring (sample)
9. 2. Amazingly measureable
10. Why is it important?
- No more assuming.
- Let you know if your idea/creative is really working.
- Inform you which creative is deliver the highest engagement.
- We can rework the idea/creative for maximum result = optimization
11. A/B Testing
12 MP Camera
Home
Theathre
Film-
Edit HD
Ovi Music
12. Photo Demo and HD Demo delivered the highest click and conversion to Nokia N8 demo page
Conversion to N8 pages
Conversion to Nokia N8 demo
Clicks recorded
Photo Demo
Music
H. Theater
HD Demo
13. Result driven = better ROI = client happy
14. 3.Continuously change = continuously learn
15. Point of mass adoption..
years a go
few years a go
1-2 years go
today
whats next?
16. Technology continue evolving :
The merging of the real & virtual worlds
Layar apps : augmented reality
apps that lets you get useful
information on your surroundings
Recognizer apps : enable you to take a photo of someone and pull up their Facebook or Linkedin page
17. new form of technology enable us to leverage ideas
http://www3.lost-in-val-sinestra.com/
18. Uniqlo Campaigns
19. 4.Specialization is coming soon!
20. The area keeps growing.
It will become a specialization path ofcareer :
Search engine specialist
Social media specialist
Digital data analyst
etc
The skillful talent is still very RARE.
The more you specialized =
The more Job offer coming in
(make sure you have LinkedIn!)
21. 5. Last but not least : the future is here
22. Indonesia & digital world
The 2nd largest Facebook users in the world : 31,784,080 users
Source : Facebook.com as per 10 Dec 2010
23. Indonesia & digital world
The 6th largest Twitter users in the world (2009) : est. 5 million
Source : Sycomos report 2009
24. Indonesia & digital world
Jakarta the 11th on contributing tweet in the world
Source : Sycomos report 2009
25. Indonesia & digital world
The biggest users of Mig33 in the world reaching est. 22 millions
26. Indonesia & digital world
It was said the growth of Foursquare users is faster compared to Twitter
No valid data available yet for total of of Foursquare users in Indonesia
27. Indonesia & digital world
Total internet users Indonesia reaching est. 45 millions (June 2010)
Internet user
45 M
Internet subscriber
31 M
25 M
20 M
16 M
2,1
1,8
1,5
1,1
2008 - 2009
2006
2007
2010(June)
2005
Source : APJII, Google adplanner
28. Thanks!
Miranti DaniarWunderman Indonesiafollow @mirantidaniaradd mirantidaniarhttp://mirantidaniar.com