A Step By Step Guidance How To Create Digital Campaign in Big Organization.
It is hard to create digital company team in Big Company. And this is guidance from me to get success in shifting from traditional campaign (marketing communication) become digital campaign.
I understand that an effective campaign demands a great deal of time, patience and planning. For you that run a marketing campaign before, it can be tough to understand all of the working parts. In this slide, I try to show you how to make your first digital marketing campaign a success!
It is not compiled with theory only but with execution strategy too. Remember one thing, the important thing is the human resources.
Feel free to discuss with me..
IG: @abepoetra
Email: abe.poetra@gmail.com
Blog: https://abepoetra.wordpress.com
See you soon..
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How to Create Digital Campaign in Big Organization
1. How to CREATE
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
A STEP BY STEP GUIDANCE
DIGITAL CAMPAIGN
A Study Case From TELKOMSEL
2. DA MISSION
To deliver stronger market
advocacy in order to drive market
as planned
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
4. 1
CLUMSY
NUMBERS
SLO HOW
MANY?
FOR
INSTANCE,
Service Level Overview
(SLO) is the only
method to measure the
effectiveness.
How many people pass thru the
Bando (Billboard) every day x 365
days? Single person or more. And
it can be multiply, right?
The most viewed SLO is
situated at Traffic Light.
People will see the campaign.
5. BUT..
How about
Fun Fact!
Yes, behaviour has changed
now?
If the traffic light printed more
than 15 seconds people will do
something else.
People tends to take his/her
phone, and check socmed or
chat Apps (WA, Line)
Abdi J. Putra – ABIE
7. WELL..
Everyone need a story, rite?
Different experiences with different stories..
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
8. Those folks join the Net
3
Market as we know it....
has changed!
Market As We Know It
9.
10. THIS PAGE..
is intentionally left blank
Go to steps to get digital campaign..
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
11. STEPS
8(A Story From MARCOMX)
TO DELIVER
DIGITAL CAMPAIGN
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
17. Everyone Get in The TRAIN-ing
All Cluster Hips The Content
(Consumer Sales)
18. Budget : Rp 140.000
Reach : 56,410
Impression : 63,747
Promotion Clicks : 321
Gender : 55% (M) 45% (F)
Age range majority: 18-24 y.o
3 Top Location : North Sumatera, South
Sumatera, Riau
CAMPAIGN DELIVERY
See the illustration...
20. SATYA NADELLA (MSFT)
Enabling Digital Transformation (Microsoft, 2018)
Marcom[x]formation
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
22. And now, collaborate in TELKOMSEL Area
Become..
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
23. SPV REGIONAL 1
SPV REGIONAL 2
SPV REGIONAL 3
Simplifying Above the line
(ATL) & Below the line
(BTL) become OFF THE LINE
Guarding ON THE LINE activities,
focus on digital media campaign
that using internet
Strengthening Rich Content
Producer (Strategic
Marcomm Delivery)
OFF
TL ON
TL
SMD
Ultimate Form
24. MODERN MARKETING MODEL (M3)
OFF-TL ON-TL
1. Distributions all of
recommendation from SMD
2. How to Execution
3. Customer Experiences &
Customer Focus
4. Promotions (POS Materials)
5. Data Related
6. Measuring & Effectiveness
Marketing
Strategic
Marketing
Analysis
Marketing
Planning
STRATEGIC MARCOMM DELIVERY (SMD)
• Marketing Strategic
• Content Strategic
• Marketing Orientation
• Customer Insight
• Brand & Value
• Segmentation Target
• Positioning
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
25. SPV OFF TL
Guarding the Off The Line
Campaign, such as: OOH, Radio,
Newspaper, SMS BC, POSMat
details (flyer, poster, etc)
SPV ON TL
Guarding the Digital
Campaign, such as: Digital
Content Delivery, Social
media advertising, etc
SPV SMD
Strategic Marcomm Delivery as
the Creator of everything about
content (Creative Content, HQ
Campaign delivery )
EVENTS & SPONSORSHIP REGIONAL
Collaboration with BRANCH to execute
events & sponsorship
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
26. Achievements
Lorem ipsum dolor sit amet, lacus nulla ac netus nibh aliquet, porttitor ligula justo libero
vivamus porttitor dolor, conubia mollit
Having insight to check
“what is trending” and
“nowadays campaign”
Always #BeCreative
in delivery campaign
Practical insight &
collaborate to whole
dept (including
CSO)
Measure it, how high
the campaigns
works?
STRATEGIC
MARCOMM
DELIVERY
27. ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
33. TAU Lite-6 Targeted & Segmented
Period : 12 – 30 March 2019
Budget : Rp 5.000.000,- (lifetime budget)
Target Coverage : > 8 Mio People
1.636.653 4.117.610 Rp 5 Mn 5.439
How much the reach of
unique users
REACH
How much people seen
the ads for certain
promote period
IMPRESSION
Amount of budget
reserved for the ads
BUDGET
Amount of people who
click the promotion link
(CTA)
LINK CLICKS
We don’t produce “Posters, Flyers, & others” but
it has been seen 4.1 Mn times
ENGAGEMENTNUMBERS EXAMPLE
35. Branch & SOO commander along with Mitra AD digitize campaign based
on what trends at cluster by promoting the contents
571 106 137 12
Animation
With voice over
MarcomX
Video (take)
Retouch
Video HQ
VO + Mantab
Marcomm Land
Video (take)
Cluster’s
IG Account
39 44
Mitra AD
Accounts
telkomselsumatera
Telkomsel Sumatera
Also posted in
NUMBERS DO
MATTERS
Branch
IG Account
15
36. reach
IMPRESSION
The number of unique
accounts that have
seen any of your posts
The total number
of times all of your
posts have been
seen
37. Rp 500.000
Campaign
budget
Had successfully generated:
249,264 people reached
269,425 impressions
1,005 promotion clicks
1,131 profile visits
1,4k likes
39 comments
84 saved post
SAMPLE
MEASURING THE CAMPAIGN
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
45. 96
Digital Marketing is cost LESS campaign with
MORE engagement in order to generate
Cost Leadership program
OOH
OOH spots reduction (saving around 2.2 Bn)
LOW BUDGET
HIGH IMPACT62
OOH
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel