Materi digital marketing ver00

Commitment To Long Term, Customer First, Caring Meritocracy, CoCommitment To Long Term, Customer First, Caring Meritocracy, Co--creation of Wincreation of Win--win Partnership, Collaborative Innovationwin Partnership, Collaborative Innovation

Digital Marketing

OBTerminal Objective:• To develop an effectiveness marketing

strategy by optimizing social mediaOB strategy by optimizing social media.

Enabling Objectives:d tif i di it l k ti i t

JECTIVES• Identifying digital marketing environment.• Formulating digital marketing strategy.• Developing social media.


Digital Marketing(ti li )(timeline)

Time Day1 Day2 Day3

Developing08.00-09.40 • Opening &

• Why digital marketingWelcome to Digital Marketing Era

Developing Digital Marketing

(Workshop)09.40-10.100 Morning Break

10.15 – 11.40Why digital marketing

Important(class discussion)

Welcome to Digital Marketing Era


(Workshop)11.40 – 13.00 Lunch

13.00 – 14.40 What is Digital MarketingWelcome to Digital Marketing Era


(Workshop Preparation) (Group Presentation)

14.40 – 15.10 Afternoon break

What is Digital MarketingWelcome to Digital •Conclusion


15.10 – 16.30 What is Digital Marketing(Group Discussion) Marketing Era

(Workshop Preparation)

•Conclusion•Closing


Why Digital Marketing Important

In “Culture”: • Immersion of technology into ourdaily lives..

• Enforcing existing social structurethrough synchronous and ominousdigital tools

Trends digital tools.

• Participation.


Three Trends in “Culture”

• Immersion of technology into our daily lives..

Several Time Ago Now & Tomorrow


Immersion Of Technology Into Our Daily Lives..


Immersion Of Technology Into Our Daily Lives..


3 Trends in “Culture”

• Enforcing existing social structure through synchronous andominous digital tools.


f i i i i l h h h d• Enforcing existing social structure through synchronous andominous digital tools.

Note: PC installed base reached 100MM in 1993 cellphone / Internet users reached 1B in 2002 / 2005 respectively;


Note: PC installed base reached 100MM in 1993, cellphone / Internet users reached 1B in 2002 / 2005 respectively;Source: ITU, Mark Lipacis, Morgan Stanley Research.

Morgan Stanley ResearchMorgan Stanley Research

3 Trends in “Culture”• Enforcing existing social structure throughsynchronous and ominous digital tools.y g

Commitment To Long Term, Customer First, Caring Meritocracy, CoCommitment To Long Term, Customer First, Caring Meritocracy, Co--creation of Wincreation of Win--win Partnership, Collaborative Innovationwin Partnership, Collaborative InnovationSumber: Spire summary report 2009

3 Trends in “Culture”• Enforcing existing social structure throughsynchronous and ominous digital tools.y g



• Participation (Birth of C_Gen)

Cli k ControlClick

Connect Conversation

Control

ChannelCommunity CCommunity

Communication

Communal Activation Co‐creation

Care

CollaborationCollaboration



• Participation

Content isn’t a king.Conversation is a king.

Content is just something to talk about


Three Trends in “Culture”• Participation


Rule of the Game Change

• Should I Trust You?

“Perhatikan, saya sama sekali tidak melihatiklan film tersebut sama sekali Kalau puniklan film tersebut sama sekali. Kalau punmelihat iklannya, saya tidak akan terpengaruhkarena saya bukan penggila film, apalagi yangIndia. Yang mempengaruhi saya untuk

World of

Mouse

“membeli” adalah celoteh teman-teman disemua jaringan media sosial yang saya ikuti.Heran dengan pengalaman ini, saya mencobabertanya dan riset ke teman-teman lain Yakbertanya dan riset ke teman teman lain. Yak,hasilnya sama: mereka terpengaruh apa katateman-temannya di jejaring sosial”. (NoekmanL., virtual consulting)


Rules of the Game Change• Faster, Cheaper and Hype.


Rules of the Game Change

• Low Cost‐high Impact


Note: Time spent data per NA Technographics (2009), ad spend data per VSS, Internet advertisingopportunity assumes online ad spend share matches time spent share, per Yahoo!. Source: Yahoo!Investor Day, 5/10. Morgan Stanley ResearchMorgan Stanley Research

Purchasing Process Change

•From B2C TO B2C2C


Purchasing Process Change

• Marketing Means Collaborative

• Value is associated with experience.pMaximize value of co‐createdexperience.

• Market as a forum where value is co‐created through interaction anddialogue.

• Prosumers‐active participants in valueco‐creation.

• Engage customers in defining and co‐creating unique value.

• Active dialogue with customers andcommunities


• Marketing Means Collaborative



What is Digital Marketing

a. Definisi

Digital marketing adalah kegiatan pemasaran mulai dariexplorasi pasar, mengikat pasar dan eksekusi pasar yang


p p g p p y gmenggunakan media horizontal.

State of DefinitionOutbound Marketing : Pemasaran TradisionalOutbound Marketing : Pemasaran Tradisional (pemasaran outbound) adalah strategi pemasaran yang berfokus pada mencari pelanggan dengan kesadaran membangun merek melalui iklan dan promosi.b d k d l hInbound marketing : adalah strategi pemasaran

yang berfokus pada semakin ditemukan oleh pelanggan Inbound pemasaran adalah riset pasarpelanggan. Inbound pemasaran adalah riset pasar.


2. Digital Marketing Ecosystem


Awareness

Brand Awareness Merupakan Tahapan Pertama Saat Pasar Bersentuhan Dengan


Brand Awareness Merupakan Tahapan Pertama Saat Pasar Bersentuhan Dengan Brand Perusahaan

Awareness


Brand Awareness bertujuan untuk menggali respons dan persepsi dari pasar.

Question?Q

Awareness or …..


AwarenessAwareness • Consideration:

h % d f– Target reach %: using composition data from a servicelike comScore, determine how many impression out oftotal served went to target, then divide by targetreached by total population.

– Increase in search for a brand: major search engineid thi d tcan provide this data.

– Increase in all site traffic: site analytics can providedata.

– Control survey increase: ad effectiveness studycompares simultaneously gathered unexposed to adexposed audience to determine increase.

– Increase in any blog mention (buzz): Nielsenbuzzmetrics, or other monitoring service candetermine the general level of brand‐specific onlinechatter.

– Viral pass‐long: using pixel tracking on distributedmedia, or by using internally hosted content,determine how many impression beyond boughtimpressions can be attributed to consumer passingmarketing to others.


AwarenessAwareness

Objectives: meningkatkan awarenessObjectives: meningkatkan awareness melalui komunitas online

KPI: • 40 ribu FB.• 20 ribu kunjungan/bulan via• 20 ribu kunjungan/bulan viaGilamotor.com


Interest & Desire through SEM and Email M k iMarketing

C id i• Consideration:– Leads generated: # of leads attribute to ad.– Interaction rates: rate of interactions withinteractive ads to all ads served. May wantto determine unique interaction bu dividingby unique individuals reached instead of allads served.

– Control survey consideration increase.– Increase in product review page traffic: asimple tracking tag or bought button on an

l hexternal product review page can showincreases; alternatively, just ask review sitefor data.

– Increase in opt‐in/subscription rate: # of opt‐ins


Increase in opt in/subscription rate: # of opt insattribute to ads.


• Search Engine Marketing• Search Engine Marketing

Search Engine Optimization (SEO) is the process of improving the volume and l f b f h ( l h )quality of visitors to a web site from search engines (Google, Yahoo, Bing, etc)

through “Natural” or “Organic” search result.There is no magic solution to SEO.It takes “real” work time and patienceIt takes real work, time and patience.Should be maintained for lifetime of the site.

SEO pulls more traffic than PPC: 75% Clicks from “natural” or “organic” 25%SEO pulls more traffic than PPC: 75% Clicks from natural or organic , 25% Clicks from “paid” or sponsored ads.


Interest & Desire through SEM and Email M k i

Key internet marketing strategies

Marketing

Key internet marketing strategies

• Search engine optimization (SEO) ‐ no cost per clickp

• Search engine marketing (SEM)‐ cost per clickp


• Search Engine Marketing


• Search Engine Marketing



Email Marketing


FavorabilityFavorability

• Consideration:

– Control survey consideration increase

– Increase in positive blog mentions (buzz): buzz monitoringservice can determine the general level of brand‐specificservice can determine the general level of brand specificonline chatter, and filter out just the positive.

– Viral pass‐along


Purchase intentPurchase intent• Action through website/landing page

Convenience

CommuContent

Communication

s

7 CsCustomization

Customer care

Community

Connectivity


Purchase intentPurchase intent


Action Through Website/Landing Page


Faktta







Community• Online community are emerging as new gathering places for consumers with similar interest.• These sites allow members to interact with another share information and access a wide range of services


These sites allow members to interact with another, share information and access a wide range of services.• A unique characteristic of an online community is that the site include both editorial content (determined by the site owner) and member driven content






Share to anyone


S a e to a yo e



Landing PagesLanding Pages


Landing Pages


Purchase Funnels vs. MetricPurchase Funnels vs. Metric


PurchasePurchase


LoyaltyLoyalty


LoyaltyLoyalty


Summary • Digital Marketing Ecosystem (old version)


Summary • New Digital Marketing Ecosystem

Social MediaSocial Media


Social MediaSocial Media


ConsiderationConsiderationss

Internal Buy‐in

Developing Social Media St t

Social Media TeamBuy in Strategy


ConsiderationsConsiderations • Internal Buy In


ConsiderationsConsiderations • Developing Social Media Strategy



Developing Social Media







2•Decide Where To Concentrate O Eff2 Our Effort

P l t ll t th i ht l ith th tt ti t th• People : actually to the right people with the attention to the real world, audience segmentation and also technograph (Social proof, Authority, Scarcity, Liking, Relevance and Reciprocity)

• Content : very concerned about the brand, and value to be achieved and resources and most importantly the relevancy

Technology : the necessary expertise in choosing which application as• Technology : the necessary expertise in choosing which application as a tool in communicating the content is selected by considering where the spectators crowded together


• Engagement : is the result of 3-C activity if done of Connection, Conversation and good and true Conversion run private










ConsiderationsConsiderations

• Social Media Team

Social media marketing may be low cost, but it does requiretime. Even for a company that does not actively participate,someone has to monitor what is being said about yourg yorganization and‐assuming you don’t want to operate in abubble your competition. For business wanting to get activelyinvolved there is of course an even greater timeinvolved, there is, of course, an even greater timecommitment.



• Social Media Core Team


(http://www.markosweb.com/www/telkomspeedy.com/#seoscore)


• Social Media Positions in Organization

Question Mark (?)

Wh

( )

Who Handled SocMed

Receptionist


Considerations

• Social Media Policy in Corporation

SocMed Corporate policy :Make it clear that the views expressed in the blog are yours alone and do not necessarily represent the views of your employerand do not necessarily represent the views of your employer.Respect the company’s confidentiality and proprietary information.Ask your manager if you have any questions about what is appropriate to include in your blog.y gBe respectful to the company, employees, customers, partners, and competitors.Understand when the company asks that topics not be discussed for confidentiality or legal compliance reasonsconfidentiality or legal compliance reasons.Ensure that your blogging activity does not interfere with your work commitments.Preparation of escalation proccess & contact to solve the problem (if


it’s has…)




Th YThank You






Woman’s as Target Market in

• Digital Strategist dari Magnivate Digital Consulting, inilah alasan kenapa

Digital Marketing Digital Strategist dari Magnivate Digital Consulting, inilah alasan kenapaperempuan melakukan social networking di internet:1. terkoneksi dengan teman/keluarga: 75%2. hiburan: 57%3 t h b d l i 52%3. terhubung dengan orang lain: 52%4. berbagi opini tentang sesuatu: 32%5. mendapat informasi: 34%

• Kemudian, topik apa saja yang dibaca perempuan pada saat online? Masih dari sumber yang sama, inilah 5 (lima) kelompok terbesar:1. hiburan: 53%2 makanan: 47%2. makanan: 47%3. kesehatan: 42%4. resep: 40%5. fashion dan kecantikan: 39%


Statistik PenggunaggTelekomunikasi di Indonesia

N P 2010No Pengguna 2010 (Jt)

1 Internet 45.00 2 F b k 32 132 Facebook 32.13 3 Smartphone 3.06 4 Mig33 20.00 5 Ponsel Yang Memiliki GPRS 85.00 6 Blackberry 2.54

7 Selular 229.507 Selular 229.50

8 Fixed Phone 8.30 9 Speedy 1.65


Prilaku PelangganMenggunakan Layanan Internet

No Kota Mobile Internet (%) Internet (%)No Kota Mobile Internet (%) Internet (%)

2009 2010 2009 2010

1 Jakarta 25 51 35 44

2 Botabek 21 35 23 33

3 Surabaya 13 49 30 32

4 Medan 5 43 26 40

5 Bandung 42 62 31 33

6 Semarang 29 70 15 26

7 Palembang 13 57 16 287 Palembang 13 57 16 28

8 Makasar 15 57 16 28

Total 22 48 28 37


Compete Ranking of Top 20 (from 50) Web Sites for January 2011 Shows Big Chill for Online Retailers

Rank Domain Unique Visitors Monthly Change

1 google.com 145143527 ‐0.0322

2 yahoo.com 131868348 ‐0.0371

3 facebook com 127510914 ‐0 04883 facebook.com 127510914 ‐0.0488

4 youtube.com 111794719 ‐0.0462

5 bing.com 82995659 0.0391

6 wikipedia.org 80510536 0.0089

7 78383180 0 15297 amazon.com 78383180 ‐0.1529

8 live.com 72851697 ‐0.028

9 msn.com 72052581 ‐0.0343

10 blogspot.com 62850677 0.0068

11 ebay.com 62251847 ‐0.1063

12 microsoft.com 59273045 ‐0.0351

13 ask.com 58198506 ‐0.0274

14 craigslist.org 56014351 0.0192g g

15 go.com 49969811 ‐0.0251

16 about.com 49447407 0.0103

17 aol.com 46882123 ‐0.0519

18 walmart com 45298002 ‐0 3264


18 walmart.com 45298002 0.3264

19 myspace.com 43601320 ‐0.0738

20 ehow.com 43444044 0.1085

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i k t t ti i d i b h itperingkat tertinggi dari sebuah situs.


Telkomspeedy.com Worth

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Education

Materi digital marketing ver00