Digital Marketing Strategy for FMCG - SMSC Gathering 15032013 (by @radiculouz)

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Digital Marketing Strategy for FMCG
Presented at Social Media Strategist Club Gathering on March 15th 2013
By: Rade Tampubolon (@radiculouz)

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Digital Marketing Strategy for FMCG - SMSC Gathering 15032013 (by @radiculouz)

  1. 1. FAST MOVING CONSUMER GOODS
  2. 2. Digital Marketing Manager Head of Digital Marketing 2010-2012 2013 - present Co-founder .com Twitter Buzzer Advertising Network & Self-Service PlatformRade Tampubolon | @radiculouz | rade_718@yahoo.com
  3. 3. Sh*tMarketers Say
  4. 4. TVC nya tolong di viral-in di Youtube ya…
  5. 5. Bikinin fanpage dong, untuk iklaninkonsumen promo kita…
  6. 6. Si (kompetitor) lagijalanin aktivitas Xtuh, kita bikin juga dong…
  7. 7. There are stilllots ofmisconceptionsregardingdigital marketing.
  8. 8. Here are some of theStrategies &Applications
  9. 9. Wafer Tango was running amarketing campaign with this theme.
  10. 10. We created a crowdsourcing music video and launched it on August 2012. #1Cinta1Indonesia117.187 Views359 Likes97 Comments Hundreds of people participated on this campaign.
  11. 11. 311 participants
  12. 12. Because of the Facebook contest, MintZcreated a TVC on Planking, collaboratingwith some of the contest participants.
  13. 13. INTEGRATION
  14. 14. How do we know that people are really lookingat the branding?
  15. 15. Let’s useTwitter!
  16. 16. Let the people tell us that they haveseen it by tweeting about it :)
  17. 17. Free promotionabout thenew variant“Kurang AsemHOT Rujak” +1.500 Daily Impressions +225.000 Total Impressions in 5 months
  18. 18. +18.000 new Twitter followers in 5 months
  19. 19. If we want them to do something for us, just ask them. If we don’t, we’ll probably get nothing. And have a clear call-to-action
  20. 20. Once upon a time, we used @MintZ_ (with an underscore) for the candy twitter account usernamebecause @MintZ was already taken by a guy name Matt. One day Matt tweeted that he’s been getting so many mentions with language he doesn’t understand. We mention him and explained that those are Indonesians talking about MintZ candy. We asked him nicely if we can have his username, so he wouldn’t get unnecessary mentions. He approved our request in exchange for some MintZ candy.
  21. 21. We sent him the MintZ candy as requested.
  22. 22. He likes it! 
  23. 23. When MintZ commercial aired on TV,we listened and monitor social media and found lots of conversation about it.
  24. 24. Observation > Insight > ActionOBJECTIVE:• Amplify TVC in online media.• Create brand engagement with the consumers.• Promote the product to with the consumers.
  25. 25. We challengethem tocreate theirown versionof MintZcommercial.
  26. 26. 154 videos 70,974 views 25,702 exposureData per 30 Juni 2011
  27. 27. One of the things we can do: Entertain them. www.kurangasem.com
  28. 28. Source: http://www.socialbakers.com/blog/1495-february-2013-social-media-report-facebook-pages-in-indonesia
  29. 29. E-Commerce
  30. 30. www.kalbestore.com
  31. 31. www.kalbestore.com
  32. 32. Key Takeaways1. Collaborate with the consumers2. Keep up with the trend3. Integrate offline with online4. Ask, have a clear call-to-action5. Listen6. What’s in it for the consumers7. Engage8. Take care of your loyal customers9. Make it easier for them to purchase your products
  33. 33. Rade Tampubolon | @radiculouz | rade_718@yahoo.com

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