5 HAPPY THINGSWORKING IN DIGITAL CREATIVE/PLANNING
Miranti DaniarDecember, 11, 2010
University of Indonesia
1. New way of understanding
people
“If you can’t turn yourself into your customer, you probably shouldn’t be in the ad business at all” – Leo Burnett
Great ideas come from understanding human
behavior :needs, problems, doubts,
motivation
The Break Up
The_Break_Up.flv
“We don’t talk anymore…”“You don’t even listening, are you?”’“If you knew me, you know I don’t care about that”
People Today
Connected Consumers :They are louder than before
Create. Share. Influence. Real-time.
They are source of powerful insights
SURVEY
FGD
OBSERVATION
How to understand them.. (before)
RESERACH
IS IT ENOUGH?
Technology enable us to do this :The listening platform
Watch_the_Walkthrough_Social_Media_Monitoring_and_Engagement.flv
Insights of :Brand overviewSentiment analysisInfluence analysisCompetitive analysisEngagement analysis
Social media monitoring (sample)
2. Amazingly measureable
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
A/B Testing
12 MP Camera
Ovi Music
Film- Edit HD
HomeTheathr
e
HD Demo
Home Theater
Music
Ovi Store
Photo Demo
Web TV
32.xxx
16.xxx
16.xxx
40.xxx
22.xxx
8.xxx
10.xxx
30.xxx
2.xxx
8xx
8xx
3.xxx
Clicks recorded Conversion to N8 pages Conversion to Nokia N8 demo
Photo Demo
Music
H. Theater
HD Demo
Photo Demo and HD Demo delivered the highest click and conversion to Nokia N8 demo page
Result driven = better ROI = client happy
CPI (cost per impression)
CPC (cost per click)
CPA (cost per action)
3. Continuously change = continuously learn
years a go
few years a go
1-2 years go
todaywhat’s next?
Point of mass adoption..
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
new form of technology enable us to leverage ideas
http://www3.lost-in-val-sinestra.com/
Uniqlo Campaigns
Uniqlo_26th_Anniversary_Lucky_Line.flv
34486668.mp4
4. Specialization is coming soon!
The area keeps growing.
It will become a specialization path of career :Search engine specialistSocial media specialist
Digital data analystetc
The skillful talent is still very RARE.The more you specialized = The more Job offer coming in(make sure you have LinkedIn!)
5. Last but not least : the future is here
Indonesia & digital world
The 2nd largest Facebook users in the world : 31,784,080 users
Source : Facebook.com as per 10 Dec 2010
Indonesia & digital world
The 6th largest Twitter users in the world (2009) : est. 5 million
Source : Sycomos’ report 2009
Indonesia & digital world
Jakarta the 11th on contributing tweet in the world
Source : Sycomos’ report 2009
Indonesia & digital world
The biggest users of Mig33 in the world reaching est. 22 millions
Indonesia & digital world
It was said the growth of Foursquare users is faster compared to TwitterNo valid data available yet for total of of Foursquare users in Indonesia
0
20000
40000
2005 2006 2007 2008 - 2009
16 M
1,1
20 M
1,5
25 M
1,8
31 M
2,1
Internet userInternet subscriber 45 M
2010 (June)
Indonesia & digital world
Total internet users Indonesia reaching est. 45 millions (June 2010)
Source : APJII, Google adplanner
Miranti DaniarWunderman Indonesiafollow @mirantidaniaradd mirantidaniarhttp://mirantidaniar.com
Thanks!