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Tika Sylvia Utami - Head of Marketing

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A young active and dynamic woman with high passionate in branding industry. More than 4 years commercial experience in marketing communication (Marcomm) has enable her to develop strategy, campaign & activation in marketing channel, also integrate with digital and sales platform. Deep enthusiast in writing, make her actively become a blogger & expand copy writing ability.

Strength experience among other:
• Branding Strategy
• Marketing Communication
• Digital Marketing and social media
• Brand Campaign Strategy
• Media Relation
• Content & Copy Writing
• Issue Management & Analyze
• Event Coordination
• Community Management

URL blog: www.tikasylviautami.id
Portfolio: http://bit.ly/2la1Vk9
Linkedin: https://www.linkedin.com/in/tikasylviautami
Twitter: @Tikasylviautami
Email: Tikasylvia@gmail.com

Published in: Marketing
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Tika Sylvia Utami - Head of Marketing

  1. 1. Portfolio 1   Branding Strategy Marketing Communication Media Relation Digital Marketing Content & Copy Writing Crisis & Issue Management Event Coordination Philosophy – Universitas Indonesia Science –Yadika’s High School Writing Workshop –Kompas- Social Media Optimization – Entrepreneur Learning Centre WritingWorkshop & Book Publishing – Forum Lingkar Pena Brand Campaign Strategy +62811170 2908 Tikasylvia@gmail.com TIKA SYLVIA UTAMI CurriculumVitae www.tikasylviautami.blogspot.com www.behance.net/tikasylviautamI https://www.linkedin.com/in/tikasylviautami Account Manager LMBrand Strategist (March ‘14 – March‘15) Marketing Communication Bali Safari & MarinePark (Aug ‘13– February ’14 Account Executive Ogilvy @ Social ( Nov’12 – July’13) Feature Reporter Herworld Magazine (Aug’11 – Jan’12) INTEREST WORKING EXPERIENCE @Tikasylviautami Clients & Company EDUCATION &WORKSHOP CAREER ACHIEVEMENT About me: !A young active and dynamic woman with high passionate in branding industry. More than 3 years commercial experience in marketing communication (Marcomm) has enable her to develop not only strategy, campaign & activation in marcomm channel, but also integrate with digital, sales & marketing platform. Deep enthusiast in writing, make her actively become a blogger & expand copy writing ability. CLIENT SERVICES Maintain good relation with existing client, explore and improve the project. PARTNERSHIP Build potential partnership with Big Telco and Bank Industry INCREASE SALES Increase conversion sales rate up to 2000 during 2 month ! EVENT International Event : ATEC 2015, Ocean Investment Summit,Victoria Government! www.larismaniez.com! Account Manager BrandMark (Mar‘15 – July‘15) Project(Based( Balisafarimarinepark.com! www.ogilvy.com! www.herworld.co.id!www.foodpanda.co.id! Head of Marketing foodpanda (July‘15 – Now) “A  Marketer  is  like  a  chef  in  the  kitchen.     …  A  mixer  of  ingredients”   -­‐Robert  Bartels,  Author  of  the  history  of  marke6ng  though-­‐     Tika Sylvia Utami Head of Marketing foodpanda Indonesia| Marketing Communication | Public Relation | Digital Enthusiast | Philosophy Universitas Indonesia | Blogger, Writer | Interest in backpacking and travelling
  2. 2. www.larismaniez.com Kantor  Taman  E3.3  Unit  D1   Jl.  Mega  Kuningan,  Lot  8.6-­‐8.7/E3.3   Jakarta  Selatan   www.balisafarimarinepark.com   Jl.  Bypass  Prof.  Dr.  Ida  Bagus   Mantra  Km.  19,8,  Gianyar,  Bali     www.ogilvy.com   Sentral  Senayan  III,  11th   Floor  Jl.  Asia  Afrika  No.  8.   Gelora  Bung  Karno.     www.herworld.co.id Gd.  Sarinah.  Jl.  M.H.   Thamrin,  Jakarta  Pusat Part of Idea Group Indonesia www.ideagroup.co.id BrandMark  Consultants   Mayapada  Tower  11th  Floor   Jl.  Jenderal  Sudirman  Kav.  28   Jakarta  -­‐  Indonesia  12920   www.foodpanda.co.id   Menara  Bidakara  1  Lt  10,  Jakarta    www.seekmi.com   Jl.  Penjernihan  2     Bendungan  Hilir,  Jakarta  
  3. 3. www.seekmi.com   #1  Home  Service  Provider     •    Generate  a  comprehensive  quarterly  and  annual  marke]ng  report.     •    Ensure  the  proper  amount  and  type  of  coverage  to  raise   awareness,  win  reviews  and  ensure  consistent  corporate,  product   branding  and  image.     •    Work  with  other  (third)  par]es  (e.g.  Agency)  to  create  the  media   schedule,  nego]ate  the  rates,  prepare  the  deliverables  and  execute.   Follow-­‐up  and  measure  the  adver]sing  campaign  using  print  and   online  methods.       Direct,  Online  Marke/ng  &  Strategic  Partnership  &  Alliances     •    Ensure  we  have  substan]al  qualified  leads  for  direct  sales.  These   can  be  gathered  through  direct  mail  campaigns,  offline  events,  the   Web  site,  and  qualified  list  acquisi]on.     •    Working  closely  with  IT  &  Product  Department  to  ensure  a   professional,  invi]ng  web  site  employing  the  latest  technology  to   encourage  ini]al  and  repeat  visits.     •    Help  ini]ate  and  execute  an  en]re  online  strategic  marke]ng  plan.     •    Par]cipate  in  crea]ng  strategic  partnerships,  alliances  and  bundles   that  ensures  Seekmi  is  highly     visible  and  properly  posi]oned  and  referenced.           Strategy     •    Develop  strategic  partnership.   •    Help  manage  third-­‐party  rela]onships  (other  agencies,  etc.).     •    Ensure  the  product  is  compe]]ve,  complete,  clean  and  ]mely.     •    Crea]ng  annual/bi-­‐annual  strategic  and  tac]cal  marke]ng  plan.     Research  &  Informa/on     •    Conduct  and  analyze  market  research  to  determine  risk  and   marketability  of  product  and  features.     •    Responsible  for  compe]]ve  analysis,  strategies  and  tac]cs.     •    Measure  effec]veness  of  the  marke]ng  department  and   implement  improvements.     Product,  Direc/on,  and  Compe//on     •    Determine  market  needs  and  generate  product  requirements   and  defini]on  for  development.     •    Responsible  for  the  product(s),  brand,  posi]oning,  delivering,  and   defini]on.       Management,  PR,  &  Adver/sing     •    Create  and  maintain  annual  marke]ng  budget.     •    Lead  and  manage  the  following  responsibili]es:  Online/Digital   Marke]ng,  Direct  Marke]ng,  PR,  Adver]sing,  Product   Management,  and  Event/Offline  Marke]ng.      
  4. 4. ACHIEVEMENT ACHIEVEMENT:       STRATEGIC  PARTNERSHIP  WITH  GOJEK   -­‐            During  one  month,  achieve  3%  from  total  order  was  from  this   partnership       WIN  SERVICE  PITCHING  FOR  SAMSUNG   -­‐             Develop  built  sales  partnership  with  samsung  with  one  year   contract  and  order  value  more  than  200  million  dollars.  All  cost   provided  by  Samsung.       CREATE  NEW  BRAND  POSITIONING     -­‐  New  brand  posi]onng  by  launch  on  demand  service  for  three   service  on  the  first  2  months.     -­‐  Working  with  product  and  IT  team  for  bejer  concept     -­‐  Collaborate  with  Opera]onal  team  to  find  the  best  vendor  and   maintain  customer  experience.     LAUNCHING  REFERRAL  CODE  PROGRAM     -­‐  Social  engagement  with  free  influencer       VENDOR  REVENUE:  20%   -­‐  Start  to  get  revenue  from  vendor  acquisi]on       CRM  FOR  ACQUISITION  AND  RETENTION       ACHIEVEMENT:     TOTAL  CONVERSION  RATE  GROW  1.2%  (VISIT  TO  LEAD)   -­‐  With  specific  campaign  i.e.  Seekmi  11.11  and  partnership   campaign  with  bookmyshow   -­‐  Overall  website  visit,  increase  29%  during  a  month   -­‐  Generated  47%  new  leads   -­‐  Bounce  rate  decrease  3.56%  due  to  web  performance     LOYALTY  PROGRAM  TO  INCREASE  RETENTION  RATE   -­‐  Apply  loyalty  program  in  three  on  demand  services  to  make   reten]on  rate  higher  
  5. 5. www.foodpanda.co.id    Premium  Online  Food  Delivery  Service       Public  Rela/on:   -­‐  Increase  brand  awareness  in  media   -­‐  Maintain  good  rela]onship  with  media   -­‐  Press  release   -­‐  Develop  media  rela]ons  strategy,  seeking  high-­‐level  placements   in  print,  broadcast  and  online  media   -­‐  Manage  media  inquiries  and  interview  requests   -­‐  Create  content  for  press  releases,  byline  ar]cles  and  keynote   presenta]ons   -­‐  Monitor,  analyze  and  communicate  PR  results  on  a  quarterly  basis     Social  Media  and  CRM  (Customer  Rela/onship  Management)   -­‐  Direct  social  media  team  to  engage  audiences  across  tradi]onal   and  new  media   -­‐  Manage  social  media  campaigns  and  day-­‐to-­‐day  ac]vi]es     -­‐  Create  a  digital  marke]ng  strategy   -­‐  Develop  and  maintain  customer  and  business  rela]ons   -­‐  Plan  and  generate  high  quality  online  ar]cles  efficiently  and   effec]vely  to  ajract  users  and  achieve  bejer  KPI’s   -­‐  Measure  the  impact  of  social  media  on  the  overall  marke]ng   efforts   -­‐  Crea]ng  social  media  campaigns  and  calls-­‐to-­‐ac]on  that  drive   target  buyers  to  social  media  sites  and  generate  leads     Marke/ng  and  Partnership:   -­‐          Develop  all  local  marke]ng  channels  in  Indonesia:   -­‐  Business  development  and  partnerships  (banks,  telcos,  internet,   consumer  goods,  etc.)   -­‐  Social  media,  CRM  (newlejers,  push)  and  online  media  (Display,   Affiliate)   -­‐  Offline  campaigns  (events,  CSR,  PR)  and  mass  media  (e.g.  TV,   Radio,  Elevators)   -­‐  Responsible  for  local  performance  of  paid  and  non-­‐paid  online   marke]ng  in  collabora]on  with  central  teams   -­‐  Define,  implement  and  manage  strategies  as  well  as  retarge]ng   mechanisms  to  enhance  foodpanda’s  traffic,  new  customer   acquisi]on  and  conversion   -­‐  Work  closely  with  our  internal  design  and  produc]on  team  to   ensure  performance-­‐focused,  crea]ve  or  text  execu]ons   -­‐  Manage  internal  performance  marketers  and  external  agencies   -­‐  Fully  accountable  for  budget  and  KPIs  (traffic,  conversion,  CAC  
  6. 6. Great Networking with Bank, Telco, FMCG company -­‐  Explore  partnership  with  banks  &  telco  to   increase  sales  revenue,  and  for  customer   acquisi]on.     -­‐  Free  marke]ng  wall  or  billboard,  SMS   broadcast  from  Telco  and  Bank  partners.     -­‐  All  campaign  cost  can  be  provided  by  us  or   totally  from  partners.   -­‐  Involve  one  or  selected  restaurants  to  join   promo    
  7. 7. ACHIEVEMENT:       INREASE  SALES  2X  ON  PARTNERSHIP  CAMPAIGN   -­‐  Voucher  campaign  with  shopback,  half  of  voucher  cost   provided  by  partner,  great  media  value  from  shopback,  free   banner,  free  publica]on  &  free  social  media  ads.     LAUNCH  NEW  BRAND  POSITIONING  AND  MARKET   -­‐  Market  analyzing,  focus  group  discussion,  and  customer   survey   -­‐  New  brand  posi]oning:  going  premium  with  niche  market   segmenta]on:  office,  expatriates.     -­‐  Support  corporate  sales  to  targe]ng  office  people,   integrated  with  social  media  campaign.       DECREASE  CAC  ON  VOUCHER  CAMPAIGN   -­‐  U]lize  euphoria  about  star  trek  movie  by  create  voucher   campaign  with  bookmyshowID  and  tees.     -­‐  Great  CAC  during  one  week  campaign  by  op]mize  all  CRM   channel  and  cross  traffic.       SOCIAL  MEDIA  CAMPAIGN  WITH  FREE  PRIZE  FROM  PARTNER   -­‐  Objec]ve:  for  brand  awareness  and  social  media  ac]vi]es   -­‐  Grab  trends  about  pokemon  and  adjust  with  foodpanda   concept.  Prize  supported  from  Ecommerce  partner:  JDID   Voucher Exchange & Affiliate Campaign
  8. 8. PARTICIPATE  IN  HARBOLNAS  &  JGOS  CAMPAIGN:   -­‐  Involve  with  bank,  telco  &  radio  partner     FREE  ADS  ON  RADIO  AND  PRIZE  FROM  PARTNER:   -­‐  In  partnership  with  Matahari  Mall,  Sportdeca,  Jak  FM,  Rempah   I]ng  and  Texas   -­‐  All  prize  cost  provided  by  all  partner     FREE  EVENT  COLLABORATION  WITH  TROPICANA  SLIM   -­‐  Food  photography  workshop  with  blogger   -­‐  FREE  photostock  and  blogger  coverage     AFFILIATE  NETWORK:   -­‐  With  CPA  based.  (cost  per  transac]on)   -­‐  Efficient  campaign  cost  with  shopback,  flipit,  etc.     PRESS  CONFERENCE  AND  TV  INTERVIEW:   -­‐  Held  media  conference  with  selected  key  message   -­‐  One  on  one  interview  with  reputable  printed  media  &  TV     RETARGETTING  CAMPAIGN:     -­‐  Working  with  headquarter  team  related  to  retargeqng  campaign   on  social  media     JOB  PROMOTION  DURING  5  MONTH   -­‐  Great  promo]on  as  the  Head  of  Marke]ng  in  only  the  first  five   months  as  Business  Development  Manager.  
  9. 9. foodpanda Indonesia
  10. 10. Improving Brand Strategy Through Integrated Marketing Communication
  11. 11. Fundamental Part, 7 P’s PRODUCT:   Design,  Technology,  Quality,  Packaging,  Warran]es,   Accessories,       PEOPLE:     Employee,  management,  organiza]on,  culture,  customer   service  orienta]on     PHYSICAL  EVIDENCE:   Facili]es,  Infrastructure     PROCESS:   Produc]on  process,  service  delivery     PROMOTION:   Special  offers,  adver]sements,  endorsements,  campaigns     PLACE:   Loca]on,  web     PRICE:   Value  based,  produc]on  cost,  promo]on  cost       Key   Factors   Product   Place   Promo]o n   Price  People   Physical   Appearan ce   Process   Marke]ng  Mix  
  12. 12. Product Positioning Analysis To  sa]sfy  the  needs  &  wants  of  the  target  market   QUALITY  –     Customers  review     VS  compe]]on.       Is  it  higher  quality,     less  expensive  or     more  ajrac]ve?     BRANDING  –     Build  loyalty  and   connec]on  to  the   company  &  products   by  communica]ng     an  unique  image     or  philosophy       PACKAGING  –     Way  to  get     ajen]on  and  to   differen]ate  your   product   A  form  of     adver]sing  &   promo]on       BENEFIT  –     -­‐  Func]ons   -­‐  Appearance   -­‐  Packaging   -­‐  Service   -­‐  Warranty       PEER  REVIEW:   Ask  friends  to  give  an  opinion  on   the  posi]oning  statement  for  the   product   DISTRIBUTION  CHANNEL  REVIEW:   Salespeople,  distributors,  retailers,   paid  ads     and  asked  what  they  think  of  the   posi]on  statement   GROUP  OF  CUSTOMERS:   The  group  of  poten]al  customers   give  feedback  on  blind  product   review   TEST  MARKET:   Produce  a  limited  amount  of   product/campaign  in  a  defined   geographic  region  to  determine  if   the  product  posi]oning  is  correct    
  13. 13. Conversion Booster
  14. 14. Promotion Roadshow     Gathering   Adver]sing   Public  Rela]on   Sales  Promo]on   Viral  Campaign   To  build  and  improve  consumer   demand  with  4  components  called   the  promo]on  mix   Pricing Strategy Whether  to   discount  or   not  -­‐  CAC   Compe]tor   Price   Produc]on   Cost  ,  Profit   Calcula]on   Pricing  is  replaced  by  cost,  reflec]ng   the  reality  of  the  total  cost  of   ownership.       Pricing  decisions  should  take  into   account  profit  margins  and  the   probable  pricing  response  of   compe]]ors.    
  15. 15. Tell  what  the  product  is…   Describe  the  key  benefits   Highlight  the  company   philosophy   Use  safe  and  recyclable   materials   Website  Design     Awards  and  Endorsements   3rd  Party  reviews   Refund  Policies   Be  dis]nc]ve  and  ajrac]ve   The  packaging  must  be  designed  and  tested  for  consumer   response.  It  should  serve  the  func]ons  for  which  it  was   designed.  In  general,  packaging  should…   Physical Appearance: Packaging & Labeling Coupons   Physical  Evidence:  Merging  off  and  online  worlds  
  16. 16. Clear Goals & Objectives ……   Stages   Development     Awareness   Trial     Usage   Repeat     Generate Sale or Lead (On & Offline) Audience Engagement Showcase range of products -­‐  Total  traffic   -­‐  Conversion  rate  (CR)   -­‐  Reten]on  rate  (loyalty)   -­‐  Customer  Acquisi]on  Cost   -­‐  Customer  Life]me  Value  (CLV)   -­‐  Return  of  Investment  (ROI)   -­‐  Average  order  Value   -­‐  Customer  Acquisi]on  Cost  (CAC)   -­‐  Reduce  bounce  rate   -­‐  Increase  repeat  purchase  rate   -­‐  Decrease  cancel  customers/void   -­‐  Customer  sa]sfac]on   -­‐  Net  promoter  score  (NPS)   -­‐  Cross  Sell  (by  web  product  &  opera]ons)   -­‐  Product  campaign  op]miza]on   Brand Development Stages
  17. 17. Key Campaign Ingredient Buzz = Engaging + Participation Engagement  Devices:   -­‐  Search  Boxes   -­‐  Ques]ons   -­‐  Quizzes   -­‐  Polls   -­‐  Calculators   -­‐  Interac]ve  Q  &  A   -­‐  Call  Backs   -­‐  Viral  Games   Multi message email campaign -­‐  Remailing  to  opening  non  converter  –  to   increase  response  rate.   -­‐  Personal  email  from  CEO  with  certain   customer  segmenta]on     Marketing Measurement -­‐  Campaign  Measurement:  Impression,  Clicks,  Reach,  CTR,   Total  promo,  Average  of  CAC.   -­‐  Sales  Measurement:  Conversion  Rate,  Average  Order   Value,  Number  of  Sales,  Margin.  Reten]on  rate   -­‐  Budget  related  measures:  Total  sales  value,  total  cost   (subsidize/discount,  paid  promo]on),  CPA/CPC   • SEO  –  Link  building,  on   page   • SEM  –  PPC,  paid  serach   ads   • GDN  -­‐  retargeqng   Google   Adwords   • FB,  Instagram   • Retargeqng   • Lookalike  targeqng   • Customer  Journey   Social  Media   Marke]ng   • Build  publisher   • Distribute  content,   promo   • CPA  based   Affiliate   Marke]ng  
  18. 18. Increase Conversion Rate REFERRAL  PROGRAM  –   Rewarding  customers  for   mouth  of  publicuity.       INCREASE  SUBSCRIBERS  –   Email  marke]ng  with  more   subscribers.     REMINDER  TO  WISHLIST  –   Segmented  email  blast  to   remind  customer’s  wishlist.       RECOMMEND  POPULAR  RELATED  PRODUCTS  –  and  clearly  mark  our  top   products  or  top  sellers.     ADD  CREDIBILITY  –  use  specific  sta]s]c  and  numbers  to  increase  the  credibility.     EDITORIAL’S  PICK  –  Feature  high  revenue  products,  best  selling.  The  most   profitable  products  should  be  placed  in  front  of  the  web     GUARANTEE  BUTTONS  –  to  improve  ecommerce  sales  
  19. 19. 4 Key Areas of Digital Digital   Ajrac]ng   visitors   through   search   Engagement   &  Dialogue   Defensive  /   Crisis   Building   Campaign   Buzz   E-­‐PR  Ac]vi]es:   -­‐  Link  building   supported  by  SEO   -­‐  Content  Crea]on   -­‐  Blogs   -­‐  Press  Releases   -­‐  Influencing  Media   Owners   -­‐  Campaign  landing   page/micrrosite   E-­‐PR  Ac]vi]es:   -­‐  Propaga]ng  big  idea   -­‐  Content  editorial   plan   -­‐  Viral  agents     -­‐  Buzzer  &  influencer   E-­‐PR  Ac]vi]es:   -­‐  Survey  &  Polls   -­‐  Audience  research   -­‐  Email  blast   -­‐  CRM:  Push   no]fica]on,  inapp,   banner   -­‐  Video   -­‐  Case  Studies   -­‐  Infographic,  photos   E-­‐PR  Ac]vi]es:   -­‐  Brand  protec]on   -­‐  Monitoring  and   response   -­‐  Analy]cs  
  20. 20. LM Brand Strategist (Part of Idea Group Indonesia)
  21. 21. Media     Conference   Media   Engagement   News   Monitoring   Key  Message   Media   Monitoring   Framing   Deliverables   Message  from   the  engagement   Media   Percep/on   Audit     Client Services Relation Branding   Strategy   Brand   Posi]oning   Brand  DNA   Book   Brand   Campaign   Brand   Campaign   Event   Management   Event   Planning   Event   Frames   Integrated   Marke]ng   Communica]on   Digital     Strategy   Marke]ng   Communica]on   Community   Engagement   Media   Rela]on   Personal   Branding   Coorpora te  Brand   Crisis  &  Issue   Management   Stakeholder   Engagement   Research  &   Analyze  
  22. 22.   •  Key  Messages   To  ensure  consistency  of  messages  (story)  among  the   spokespersons       •  Press  Release   To  be  distributed  to  wider  media  list  upon  the  media   briefing   •  Q  &  A  List   Guidelines   for   spokesperson   in   handling   media   ques6ons       •  Presenta/on   It   is   suggested   for   the   bank   to   prepare   a   visual   presenta6on   to   ensure   the   key   messages   are   delivered  well  and  clear   Media     Conference   Daily  Media   Monitoring   Stakeholder   Engagement   Media   Percep]on   Audit   Client: Foreign Bank Institution
  23. 23. STAKEHOLDER ENGAGEMENT Analysts   Regulators  /   Poli]cians   Academic  &   Researchers   Academic  &  Researcher   Regulators/poli/cians   -­‐    Geqng  insight  related  with  Banking  Industry  in   Indonesia  and  the  regula]on.       Analysts   -­‐  Engage  good  rela]onship  with  analysts.   -­‐  In  order  to  share  insight,  and  it  could  be  used  by   analysts  to  give  favourable  recommenda]on  related   to  bonds  or  performance  foreign  bank  in  stock   exchange.     -­‐  This  informal  mee]ng  session  could  be  used  by   analysts  in  order  to  give  considera]on  related  to   banking  or  investments.   How to Engage Them? !  Luncheon  mee/ng  with  key  person   Conduct  informal  mee]ng  with  key  person  during  lunch  as  a  good   medium  to  talk  about  related  topics     !Formal  mee/ng  (  Bank  Management  &  Key  Person)   Conduct  mee]ng  between  Bank  management  with  key  person  with   formal  mee]ng  session.       A.  MEETING  BETWEEN  BANK  MANAGEMENT  WITH   SELECTED  KEY  PERSONS   MEETING   Luncheon   Mee]ng   Formal   mee]ng     OTHER   APPROACH   Gree]ngs   lejer   Formal   mee]ng     !  Gree/ngs  le`er  (post  mee/ng)   Send  gree]ngs  lejer  awer  held  mee]ng  with  key  person   as  an  apprecia]on  and  engage  good  rela]onship  with   them.   !  Formal  mee/ng  (Bank  Management  &  Key  Person)   Rou]nely  send  monthly  newslejer  that  consist   informa]on  about  banking  industry  and  also  informa]on   about  the  Bank  which  can  be  beneficial  for  key  persons   B.  OTHER  APPROACH  
  24. 24. Road Safety: A Road We Must Take In Indonesia Client: Renowned Tyre Manufacture from France
  25. 25. Tires  are  An  Important  Factor  for  Road  Safety     23%  of  Traffic  Accidents  in  Indonesia  Caused  by  Flat  Tires   ü  Data  from  Jasa  Marga  show  that  23%  of  traffic   accidents  in  Indonesia  are  caused  by  flat  /res  (data   from  2004-­‐2006)   ü  Research  sponsored  by  Rubber  Manufacturers   Associa6on  (RMA)  shows  that  63%  of  drivers  (4W)   said  that  ]re  pressure  affects  the  mileage  of  a   vehicle.   ü  Only  19%  of  drivers  (4W)  check  their  ]re   pressure.   ü  Every  month,  3  from  4  drivers  (4W)  wash  their   cars,  then  only  1  from  5  drivers  (4W)  check  their   ]re  pressure.   Source:  Research  sponsored  by  Rubber  Manufacturers  Associa6on  (RMA)  
  26. 26. Four  Type  of  Consumer  Behavior  in  Choosing  Tire   There  are  several  types  of  consumer  behavior  in  changing  or  buying  new  ]res  for  personal  car:       q  30%  OF  CONSUMERS  WILL  REFER  TO  THE  OEM  (original  equipment  manufacturing)  TIRE.     q  25%  OF  CONSUMERS  WILL  ASK  FOR  SHOPKEEPER’S  ADVICE  for  suitable  ]res  for  their  car.  This  behavior  usually   occurs  when  the  customer  has  low  awareness  on  ]re  products,  thus  he  or  she  requires  opinion  from  a  third  party.   These  type  of  consumers  will  priori]ze  quality  instead  of  price.   q  40%  OF  CONSUMERS  WILL  CONSIDER  PRICE  FACTOR.  This  happens  when  a  customer  gets  a  recommenda]on  about   a  specific  brand.  He  or  she  will  then  consider  the  price  before  ask,  for  example,  “Is  there  a  cheaper  one?”   q  The  REMAINING  PERCENTAGE  are  those  who  are  KNOWLEDGEABLE  about  QUALITY  TIRE.  They  tend  to  be  more   detailed  in  comparing  one  brand  to  another  as  they  understand  the  complexity  in  choosing  /res.  This  is  the  very  rare   type  of  consumer.   Source:  an  ar6cle  6tled  “A  Top  Brand  in  Buying  Behavior”  wriPen  by  a  Senior  Research  Execu6ve  from  Fron6er  Consul6ng  Group,  published  in   www.marke6ng.co.id,  January  2013  
  27. 27. YOUNG  DRIVERS  =  GEN  Y  =  MILLENNIALS  GENERATION   Target  young  drivers  and  young  riders,  born  between  1980  –2000,   well  known  as  Gen  Y  or  Millenials  Genera]on     this  brand  TARGET  MARKET  RANGE  (AB)   Around  40%  of  Indonesians  are  Millennials  (±100  million).  For  this   program,  we  target  Millennials  who  are  socio-­‐economically  s]ll  within   the  this  brand  target  market  range  (AB)     CHARACTERISTICS   ! Support  social  movement   ! Share  their  experience  online   (mostly  through  socmed)   ! Like  to  challenge  conven]on   ! Self  marke]ng  &  branding  is   important   ! Related  to  lifestyle  enjoyment  –   not  wealth   THE  ATTRIBUTES   ! High  self-­‐confidence   ! Ambi]ous   ! Adapt  rapidly   ! Tech  savvy  genera]on   ! Narcissis]c  genera]on   ! Socially  concerned   ! Achievement  oriented   ! Have  to  do  something  as   self-­‐ini]a]ve,  not  command   Target Audience (Who They Are)
  28. 28. Time : Wednesday, June 18th, 2014 Venue : The Glass House, Level 8 The Ritz-Carlton Hotel Pacific Place
  29. 29. Is Your Brand being Social Enough? for SME’s Strategic Online Brand Activation
  30. 30. Client: Small Medium Enterprises Content   Strategy   Website   Content   Development   Business   Brand   Target   Market  
  31. 31. POSSIBLE TARGET MARKET In  today’s   compe]]ve  market   we  can  afford  to   serve  the  best     Working Mothers Home Party Goers Expatriate Young  mother  with  busy  ac]vi]es  but  s]ll  want  to   provide  healthy  food  her  family  (esp.  children),   but  do  not  have  much  ]me  to  go  to  market   People  who  like  to  host  the  party,  gathering,  or  fun  mee]ng   with  family,  friends  and  colleague  at  their  own  home   Expatriate  who  love  BBQ  party  and  accustom  to   high  quality  meat  
  32. 32. WHY INSTAGRAM? Why Instagram? ! Every  social  media  playorm  has    an  uniqueness.   With  over  150  million  ac]ve  users,  instagram’s   engaged  user  base  is  2x  facebook’s.     ! Instagram  engagement  is  15x  facebook,   with  35%  of  users  visit  Instagram  more  than   once  per  day.     ! 92%  of  pres]ge  brands  have  an  instagram   account.  On  average  pres]ge  brands  post  6   images  per  week.     (data  provided  by  L2Thinktank)     Over  150   million   users   Handy   Mobile   User   Visual   Approach   Ac]vely   Engaged   Community   9  out  of  10   instagram   video  shares   occur  on   Facebook   35%  of   users,  visit   instagram   more  than   once  per  day   Data  provided  by:     L2  Think  Tank  
  33. 33. People  appreciate  it  when  we  like  their  photos,   then  they  may  go  through  our  account  and  like  as   well  as  if  they  like  us  enough.     Social  Listening   Comment Note Monitor  our  brand  with  social  listening  by  conduct  two   way  communica]on  with  followers.     Note  some  important  comment  on  our  post  as  an   input  with  comprehensive  analyze  in  monthly   report   Comment Other Photos Comment  on  other  photos  follower,  and  use   short  hashtag  in  that  comment.     Reply   Comment  2   ]mes/day   Follow  5   new  people/ 2  days   Like  15-­‐25   follower’s   image/day   Use   appropriate   hashtag  in   descrip]on   &  comment   Comment   on  5   followers   post/day   Reply Comments Interact  people  with  reply  comment  on  our   picture  post  periodically.  Answer  the  ques]on   and  give  feedback  for  comments.  
  34. 34. The  Power  of  Content   Image  about  how  to  cook?   How  to  serve?   An  ar]s]c  image  of  raw  meat     Lead  with  content  that  inspires,  encourages  and  serves   others.  Great  picture  with  premium  looks  but  s]ll   informa]ve.  So  it  can  grab  entertainment,  viral  and   educate  in  a  fun  way.     Remember  to  integrate  our  brand  logo  within  the   photos.  These  are  several  sample  image   recommenda]on:    
  35. 35. “Being Hungry is not a Crime.... ... Eat Steak” Post QUOTES that related with our brand Show people about PEOPLES WHO INSPIRES you. To ease people about how to cook, provide recipe tutorial Educate people with fun tips and factsheet about wagyu (infographics concept) BEHIND THE SCENE Show behind the scenes moment: Foto chef, Delivery moments, a Happy Customer
  36. 36. MARKETING  COMMUNICATION     www.balisafarimarinepark.com   Jl.  Bypass  Prof.  Dr.  Ida  Bagus   Mantra  Km.  19,8,  Gianyar,  Bali   Digital   Marke]ng   Media   Rela]on   Media   Gathering   Media   Coverage   Media   Plan   Public   Rela]on     •  Marke/ng   Manage  marke]ng  budget  for  marke]ng  ac]va]on,   Create  marke]ng  and  media  plan,  Brand  &  marke]ng   strategy  for  company  product,  Monitor  &  iden]fy     market  trends  and  marke]ng  ac]vi]es  for  product,   Develop  brand  guidelines  that  followed  by  employee     •  Public  Rela/on   Held  press  conference,  arrange  media  gathering,   create  press  release,  Supervise  the  produc]on  of  TV   ads,  newspaper,  and  magazine,  Held  event  for   increase  product  impression  and  engagement    
  37. 37. ! Website Integration with Taman Safari Indonesia Monthly Newsletter   INCREASE  SALES  REVENUE:   Create  and  plan  program,  event,  or  promo]on  to   increase  sales  revenue.     INCREASE  SALES  UP  TO  80%:  Galungan  Promo   50%  discount  for  visitor  that  bring  their  own  Bali   Iden]ty  Card.  This  strategy  enhance  total  visitors  un]l   80%  during  2  day.       Christmas  Event   Create  event  in  Bali  Safari  Marine  Park  to  facing   christmas  day  by  invite  Endah  &  Rhesa  (indonesia   musician),  and  culinary  market.  This  event  increase   revenue  from  visitor  ]cket  and  also  culinary  stand   that  rent  to  seller.                
  38. 38. Listening  &  Research    Phase     Plan  Phase   Ac]va]on  Phase   Development  Phase   Integrated   marke]ng  &   digital   Ac]va]on   Branding   Strategy   Relaunching     Data   Research     Program,  Event,     Build  digital  ac]va]on   Report   Measurement   Op]miza]on   Integrated Brand Strategy Framework (November  –  December  ’14)   Pre  launching  concept   Digital  Plan   (January  -­‐  May  ’15)   (June  –  October  ‘15)   (November  ’15)  
  39. 39. Brand  Iden]ty   and  Posi]oning   Media  Rela]on,   Marke]ng   Communica]on  tools   &  program   Brand  Ac]va]on  Brand  Ac]va]on   Social  Media   Marke]ng  with   socmed  channels  &  e   commerce   Online  ad   campaigns   Emphasize  website  as   landing  page  with   Search  Engine   Op]miza]on   Branding   Relaunching   Ac]va]on   Prepara]on   Ready to Make a Difference? PROFIT  &  GROWTH    
  40. 40. Contact 41   Tika Sylvia Utami Tikasylvia@gmail.com +62811 1702908 www.tikasylviautami.blogspot.com Branding Strategy Marketing Communication Media Relation Digital Marketing Content & Copy Writing Crisis & Issue Management Event Coordination Philosophy – Universitas Indonesia Science –Yadika’s High School Writing Workshop –Kompas- Social Media Optimization – Entrepreneur Learning Centre WritingWorkshop & Book Publishing – Forum Lingkar Pena Brand Campaign Strategy +62811170 2908 Tikasylvia@gmail.com TIKA SYLVIA UTAMI CurriculumVitae www.tikasylviautami.blogspot.com www.behance.net/tikasylviautamI https://www.linkedin.com/in/tikasylviautami Account Manager LMBrand Strategist (March ‘14 – March‘15) Marketing Communication Bali Safari & MarinePark (Aug ‘13– February ’14 Account Executive Ogilvy @ Social ( Nov’12 – July’13) Feature Reporter Herworld Magazine (Aug’11 – Jan’12) INTEREST WORKING EXPERIENCE @Tikasylviautami Clients & Company EDUCATION &WORKSHOP CAREER ACHIEVEMENT About me: !A young active and dynamic woman with high passionate in branding industry. More than 3 years commercial experience in marketing communication (Marcomm) has enable her to develop not only strategy, campaign & activation in marcomm channel, but also integrate with digital, sales & marketing platform. Deep enthusiast in writing, make her actively become a blogger & expand copy writing ability. CLIENT SERVICES Maintain good relation with existing client, explore and improve the project. PARTNERSHIP Build potential partnership with Big Telco and Bank Industry INCREASE SALES Increase conversion sales rate up to 2000 during 2 month ! EVENT International Event : ATEC 2015, Ocean Investment Summit,Victoria Government! www.larismaniez.com! Account Manager BrandMark (Mar‘15 – July‘15) Project(Based( Balisafarimarinepark.com! www.ogilvy.com! www.herworld.co.id!www.foodpanda.co.id! Head of Marketing foodpanda (July‘15 – Now)

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