Draftfcb SEAsia Digital Workshop: Making Sense of Digital in Indonesia

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A digest of a one day workshop conducted to Draftfcb clients in Jakarta Indonesia.

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Draftfcb SEAsia Digital Workshop: Making Sense of Digital in Indonesia

  1. 1. SEAsia Making Sense of Digital and Social Media SEAsia
  2. 2. Video (Socialnomics by @equalman) SEAsia
  3. 3. Agenda 1.Introduction 2.Indonesia Landscape 3.Break 4.Showcase 5.Summary 6.Questions SEAsia
  4. 4. Digital and Social Media SEAsia
  5. 5. Digital and Social Media Too large to be covered in one session SEAsia
  6. 6. Let’s focus on you Digital and Social Media for business SEAsia
  7. 7. Let’s focus on you you Digital and Social Media for business SEAsia
  8. 8. The Map of the Internet SEAsia
  9. 9. The Map of the Internet SEAsia
  10. 10. Digital is THIS complicated SEAsia
  11. 11. Digital is THIS complicated Yet awesome when done right SEAsia
  12. 12. Video (Social Media ROI by @equalman) SEAsia
  13. 13. SEAsia
  14. 14. Digital = Social Media Social Media = Digital SEAsia
  15. 15. Digital Media SEAsia
  16. 16. Blunt truth Digital media is not mass media. You will never reach most Indonesians with digital. SEAsia
  17. 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. 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. 19. Influence 20% of your key allies to multiply your marketing effect several fold. How? SEAsia
  20. 20. Influence 20% of your key allies to multiply your marketing effect several fold. How? Digital Media SEAsia
  21. 21. Let’s Start Making Sense of Digital and Social Media SEAsia
  22. 22. A look at Indonesia Digital Landscape SEAsia
  23. 23. Online SEAsia
  24. 24. Online Statistics Statistics SEAsia
  25. 25. Online Statistics Statistics Number 5 in top 10 list. (That’s A LOT!) SEAsia
  26. 26. Online Behaviours SEAsia
  27. 27. Online Behaviours Facebook is MOST VISITED. 59x more than Kompas, Detik & Twitter. 4x more than Yahoo. SEAsia
  28. 28. Online Behaviours SEAsia
  29. 29. Online Behaviours Key cities contribute to more numbers SEAsia
  30. 30. Online Behaviours SEAsia SEAsia
  31. 31. Online Behaviours Top 3 searched items SEAsia SEAsia
  32. 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
  33. 33. Mobile SEAsia
  34. 34. Mobile Statistics SEAsia
  35. 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. 36. But how is mobile related to digital and online? SEAsia
  37. 37. But how is mobile related to digital and online? Yes they are related. Because Indonesians have their mobile habits. SEAsia
  38. 38. But how is mobile related to digital and online? Yes they are related. Because Indonesians have their mobile habits. What are they? SEAsia
  39. 39. To get connected. SEAsia
  40. 40. To get connected. Mobile phones as substitutes to PCs and broadband SEAsia
  41. 41. To get connected. Mobile phones as substitutes to PCs and broadband Connected anywhere, any time, any place On their terms SEAsia
  42. 42. Mobile Statistics Indonesia stands at #4 in worldwide mobile data access Satelindo #5 as top mobile network provider SEAsia
  43. 43. Mobile Statistics Globally, is #2 in accessing the web with mobile-browsers SEAsia
  44. 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. 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. 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
  47. 47. So what does this all mean? SEAsia
  48. 48. So what does this all mean? #5 web users in Asia SEAsia
  49. 49. So what does this all mean? #5 web users in Asia #3 mobile users in the world SEAsia
  50. 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. 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. 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
  53. 53. 200+ million users in total SEAsia
  54. 54. SEAsia
  55. 55. Your Community Your Opinion Formers Your Photo Gallery Your influencers Your TVC Gallery Your Viral/Dynamic Content Your Website Your Activities SEAsia
  56. 56. What’s amazing is not the number of billboards advertising smart phones plastered along the roads. SEAsia
  57. 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. 58. Digital Media for Business 4 social media tools you should be on SEAsia
  59. 59. Tool #1 SEAsia
  60. 60. Tool #1 • Largest social network community SEAsia
  61. 61. Tool #1 • Largest social network community • Personal and/or Branded SEAsia
  62. 62. Tool #1 • Largest social network community • Personal and/or Branded • Status updates with inline comments SEAsia
  63. 63. Tool #1 • Largest social network community • Personal and/or Branded • Status updates with inline comments • News updates and discussion forums SEAsia
  64. 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. 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. 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. 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. 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
  69. 69. Facebook is the NEW internet SEAsia
  70. 70. Internet 1996 vs SEAsia
  71. 71. Internet 1996 vs • Email • IRC • Static lightweight info • Simple graphics • Very simple games • IM • Simple browsers SEAsia
  72. 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
  73. 73. Tool #2 SEAsia
  74. 74. Tool #2 • Engage with Brand followers SEAsia
  75. 75. Tool #2 • Engage with Brand followers • Narrowcast to listeners SEAsia
  76. 76. Tool #2 • Engage with Brand followers • Narrowcast to listeners • Short, simple, to-the-point messaging SEAsia
  77. 77. Tool #2 • Engage with Brand followers • Narrowcast to listeners • Short, simple, to-the-point messaging • Track and monitor trends SEAsia
  78. 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. 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. 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. 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. 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. 83. Question to Biz Stone by an Indonesian student: “How do you encourage the use of Twitter?” SEAsia SEAsia
  84. 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. 85. Tools let you know what they’re talking about. And when they’re talking about it. SEAsia
  86. 86. Tool #3 SEAsia
  87. 87. Tool #3 • World’s #1 video site SEAsia
  88. 88. Tool #3 • World’s #1 video site • User, brand and community generated SEAsia
  89. 89. Tool #3 • World’s #1 video site • User, brand and community generated • Branded channels, custom designed SEAsia
  90. 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. 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. 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. 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. 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
  95. 95. Samples & Benchmarks SEAsia
  96. 96. Samples & Benchmarks SEAsia
  97. 97. Samples & Benchmarks SEAsia
  98. 98. Samples & Benchmarks SEAsia
  99. 99. Samples & Benchmarks SEAsia
  100. 100. Samples & Benchmarks SEAsia
  101. 101. Samples & Benchmarks SEAsia
  102. 102. Samples & Benchmarks SEAsia
  103. 103. Tool #4 SEAsia
  104. 104. Tool #4 • World’s #1 blog engine SEAsia
  105. 105. Tool #4 • World’s #1 blog engine • World’s most used CMS and website builder SEAsia
  106. 106. Tool #4 • World’s #1 blog engine • World’s most used CMS and website builder • Adopted by large enterprises and portals SEAsia
  107. 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. 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. 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. 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. 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
  112. 112. WP, the social media engine for many big brands SEAsia
  113. 113. WP, the social media engine for many big brands SEAsia
  114. 114. WP, the social media engine for many big brands SEAsia
  115. 115. WP, the social media engine for many big brands SEAsia
  116. 116. WP, the social media engine for many big brands SEAsia
  117. 117. WP, the social media engine for many big brands SEAsia
  118. 118. WP, the social media engine for many big brands SEAsia
  119. 119. WP, the social media engine for many big brands SEAsia
  120. 120. Traction is important in any digital media campaign SEAsia
  121. 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
  122. 122. No two digital media campaigns are alike SEAsia
  123. 123. No two digital media campaigns are alike Different brands SEAsia
  124. 124. No two digital media campaigns are alike Different brands Different communities SEAsia
  125. 125. No two digital media campaigns are alike Different brands Different communities Different influences SEAsia
  126. 126. No two digital media campaigns are alike Different brands Different communities Different influences Different goals SEAsia
  127. 127. No two digital media campaigns are alike Different brands Different communities Different influences Different goals Different KPIs and ROIs SEAsia
  128. 128. Setting up a winning digital and social media play Which is the right structure? Is there one? SEAsia
  129. 129. Which structure for your business? SEAsia
  130. 130. Which structure for your business? Xpax SEAsia
  131. 131. Which structure for your business? Xpax Air Asia SEAsia
  132. 132. Which structure for your business? Xpax Air Asia Skittles SEAsia
  133. 133. Break SEAsia
  134. 134. Walking the Talk Case Studies from the Draftfcb Network SEAsia
  135. 135. Case Studies Removed Contact me for details SEAsia
  136. 136. End of showcase But not the end of the show SEAsia
  137. 137. How can we help you? SEAsia
  138. 138. How can we help you? Let’s start with known questions. SEAsia
  139. 139. How can we help you? Let’s start with known questions. “What should my business do to get started?” SEAsia
  140. 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. 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. 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. 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. 144. How can we help you? Let’s start with known questions. SEAsia
  145. 145. How can we help you? Let’s start with known questions. “I have a website. What should I do now?” SEAsia
  146. 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. 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. 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. 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. 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. 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. 152. How can we help you? Let’s start with known questions. SEAsia
  153. 153. How can we help you? Let’s start with known questions. “How do I get started with social media?” SEAsia
  154. 154. How can we help you? Let’s start with known questions. “How do I get started with social media?” Plan. SEAsia
  155. 155. How can we help you? Let’s start with known questions. “How do I get started with social media?” Plan. Plan. SEAsia
  156. 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. 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. 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. 159. How can we help you? Let’s start with known questions. SEAsia
  160. 160. How can we help you? Let’s start with known questions. “How do I control negative feedback?” SEAsia
  161. 161. How can we help you? Let’s start with known questions. “How do I control negative feedback?” You don’t. SEAsia
  162. 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. 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. 164. How can we help you? Let’s start with known questions. SEAsia
  165. 165. How can we help you? Let’s start with known questions. “How do I influence positive blogger sentiment?” SEAsia
  166. 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. 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. 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. 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. 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. 171. How can we help you? Let’s start with known questions. SEAsia
  172. 172. How can we help you? Let’s start with known questions. “How do I measure returns vs cost?” SEAsia
  173. 173. How can we help you? Let’s start with known questions. “How do I measure returns vs cost?” Effectiveness are measurable. SEAsia
  174. 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. 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. 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. 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
  178. 178. In summary SEAsia
  179. 179. In summary Digital = Social Media Social Media = Digital SEAsia
  180. 180. How has digital impact our lives? A reminder. SEAsia
  181. 181. Twitter. Most popular English word in 2009 Global Language Monitor SEAsia
  182. 182. SEAsia Questions? SEAsia
  183. 183. SEAsia Questions? Email - noor.aziz@draftfcb.com SEAsia
  184. 184. SEAsia Questions? Email - noor.aziz@draftfcb.com Facebook - www.facebook.com/rudyaziz SEAsia
  185. 185. SEAsia Questions? Email - noor.aziz@draftfcb.com Facebook - www.facebook.com/rudyaziz LinkedIn - www.linkedin.com/rudyaziz SEAsia
  186. 186. SEAsia Questions? Email - noor.aziz@draftfcb.com Facebook - www.facebook.com/rudyaziz LinkedIn - www.linkedin.com/rudyaziz Twitter - www.twitter.com/drNoor SEAsia
  187. 187. SEAsia Questions? Email - noor.aziz@draftfcb.com Facebook - www.facebook.com/rudyaziz LinkedIn - www.linkedin.com/rudyaziz Twitter - www.twitter.com/drNoor Blog - www.brainiacsatwork SEAsia
  188. 188. SEAsia Questions? Email - noor.aziz@draftfcb.com Facebook - www.facebook.com/rudyaziz LinkedIn - www.linkedin.com/rudyaziz Twitter - www.twitter.com/drNoor Blog - www.brainiacsatwork Online BusinessCard - www.card.ly/noor SEAsia

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