As an employee of Telkom I deliver the talk on Perbanas college students. My talk is mainly about digital marketing and growth hacking concept. I also provides best practice on what we've done and experimented along the way

1. 1 Day 2 Hours Talk Series
Digital Marketing in Practice
Faza Faikar Cordova
Officer 3 Market Planning, Digital Marketing and Product enthusiast
30 November 2018 Prepared for :

2. Faza Faikar Cordova
Surabaya – Coventry – Jakarta
Startups to Corporate
With a startup mentality
Product development enthusiast
Gamification
Esports enthusiast
Product Owner – Digital Marketing – Growth Hacker – UX Researcher
Pinjam.co.id – Tamasia.co.id – Rubix Esports – Aegis – Telkom

4. Telkom
prioritize digital
economy

5. Global Trends : Digital Revolution
~2000 2010 2015 2020
Video, music,
communication
Social media,
search, e-
commerce
Cloud, P2P
services
Smart devices, IoT
platforms, cloud
security
InternetConnections
0.4 bn
2 bn
8 bn
30 bn+
Internet of
CONTENT
Internet of
SERVICES
Internet of
PEOPLE
Internet of
EVERYTHING
www Web 2.0 The shared
economy
The smart
connected society
This digital revolution has driven major shifts across:Transitioning the world towards a smart connected society
Shifting Customer Behaviour1
Rapid need for technological and
operational advancement
2
Proliferation of new competitive
business models
3
Source: Delta Partners, 2017
Digital Revolution transitioning the world towards a smart connected society and driving three major shifts

6. Digital Revolution: Shifting Customer Behavior
Source: Delta Partners, 2016
“Socially connected”
“Fun and excitement through digitalcontent”
105%
Growth in video
consumed over internet
b/w ‘10-15
50%+
Internet video
consumed on
mobile
“Digital based payments”
33% 70%
believe they
would not need
a bank at all
in 5 years, the
way we will pay
for things will
be totally
different
“Desirefor seamless instant experience”
# of devices peruser
0.7
2010
4.2
2020
“Value-conscious onlinebuying”
Why peopleshop online?
56% 18% Looking for
particular
brand
vs.
$
Better price
“Always online”
Time spent on internet (Hrs)
2.8
6.2
2010 2015
4.2 hrs spent on PC
/ laptop / tablet>2x
Being ‘always
online’ leads to
larger mobile
data traffic per
device In 2016, Social Media platforms
connected 2.8bn people, more than
1/3 of the world population
More than 50 billion messages are
sent through WhatsApp every
day.

7. Source: go-globe.com, McKinsey, 2016

8. Digital Economy is…..
….connected
Connect every device,
system, and service we use
….shared
Use only what we need;
pay as we go
….direct
Bypass “the middleman”
….transforming society
Increased efficiency, economic
development, and problem solving
….transforming business
Greater customer loyalty, open
innovation, and resource abundance
….transforming people’s lives
Better convenience, choice
and value
FINANCE FOODS FILMS FASHION FANTASY FAITH FRICTION
7 ‘F’ Axis of Digital Revolution

11. 59% Teens are addicted to
mobile phones

12. ?
Who is this guy

13. Digital marketing is any form of
marketing products or services
that involves electronic devices
“Neil Patel”

15. 2018 Most impactful marketing activities

18. Source : Dave Chaffey digital marketing trends

19. Growth hacking to the rescue

20. “Marketing should be
a team effort”
Marketers
Engineers
Business owners
& data scientist

22. AAARRR
MetricsCoined by Dave McClure

23. Meet Oona

24. 1 Million App
Download in 6
Months

25. • Offline Event
• KOL
• FB & IG Ads
• Social Media
Reach
• Landing Page
• App Store
• CPI/CPC initiatives
Act • WOM
• Referral Codes
• Event bundling
• Bidding Campaign
• Data plan campaign
Convert
• In app chat bot
• Gamification
• TCoins
Engage
Marketing Funnel

26. OONA apps is designed for people who watch videos on mobile
Funnel Overview
Focus up to
September
2018
Focus up to
December 2019
Source : Oona Internal Slides

27. IG ADS Example for different funnel goals
Guess what the funnel for these ads?

28. 19%
27%
18%
11%
6%
2%
5%
7%
3%
1% 1% 0%
0%
5%
10%
15%
20%
25%
30%
18-24 25-34 35-44 45-54 55-64 65+
By Gender Group
Male Female
82%
18%
by Gender
male female
34%
15% 15%
12%
6% 5%
4% 4% 3% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Top Locations of Registered Users
Oona Users Profile
• +7% increase on MAU, +6% female increase compared to previous week
(MAU 584K).
• -2% decrease male % on 25-34 age group
• Top location still on Jakarta, Bekasi & Surabaya
Source: Firebase, OONA Control Panel
Last 30D: 627K

29. Preview of Our Best Scale Up for App Installs
Campaign: Benefit in Motion (audience: entertainment)
Ad Objective : App installs
● Amount spent: IDR 61.444.832
● Duration: 14 days
● Reach: 3.144.709
● Click Through Rate: 0,67%
● Result (app installs): 21.509
● Cost per result: IDR 2.857

30. Top Channels Performance
• Total top channels by total watch duration this week increased +10% from last
week
• Increased number due to the position of top channels are on the front row.
• Total channel by total viewers has increased +9% from last week
• Almost all traffic has increased within this week, except for NET (offline for 1
day), and ANIPLUS
Source: OONA Control Panel
5671.11
5272.05
3161.26
3087.03
2374.34
2124.97
1139.01
945.35
929.05
854.64
717.57
662.5
77%
13%
15%
3%
21%
3%
-61%
11%
-15%
8%
29%
-16%
-2000 0 2000 4000 6000 8000 10000 12000
MVP Movies
TVOne
ANTV Klik
Galaxy
RTV
Metro TV
NET.
IMC Indonesia Movie
ANIPLUS VOD
Berita Satu
Diva The Series
Karma Show ANTV
Top Channels by Total Watch Duration (last 7D)
Duration (in hours) Previous week % from last week
117,527
57,640
57,051
36,158
32,658
28,758
26,629
23,467
18,016
14,591
14,013
13,575
9%
77%
16%
10%
17%
-47%
0.19%
5%
14%
121%
-9%
22%
(50,000) - 50,000 100,000 150,000 200,000 250,000
TVOne
MVP Movies
ANTV Klik
Metro TV
RTV
NET.
Galaxy
SportsLocker Football
Berita Satu
SportsLocker Motorsport
ANIPLUS VOD
Diva The Series
Top Channels by Total Viewers (Last 7D)
No. of users Previous week % from last week

31. Total App Installed from Experiments (Last 30 days)
Benchmark on Average CTR for Facebook ads: 0.9%, Source: https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
13
14 14
19 19
20
18 18
16
11
13
14
16
11 11
12
9
12
17
16
12
13
17
19
16
23
25
19
17 17
-
5
10
15
20
25
30
22-Oct 23-Oct 24-Oct 25-Oct 26-Oct 27-Oct 28-Oct 29-Oct 30-Oct 31-Oct 1-Nov 2-Nov 3-Nov 4-Nov 5-Nov 6-Nov 7-Nov 8-Nov 9-Nov 10-Nov 11-Nov 12-Nov 13-Nov 14-Nov 15-Nov 16-Nov 17-Nov 18-Nov 19-Nov 20-Nov
Thousands
Campaign Week 4-5 Oct
(22-31 Oct)
App Install: 163,068; Ads: 25
Spend Rp 767,283,465 (@ Rp5.498)
Brand Awareness: 0; Ads: 0
Rp0 (@ Rp-)
Campaign Week-2 Nov
(8-14 Nov)
App Install: 106,676; Ads: 30
Spend: Rp459,363,068 (@ Rp5.410)
Brand Awareness: 2,611 ; Ads: 2
Rp438,867 (@ Rp168)
Campaign Week-3 Nov
(15-20 Nov)
App Install: 116,554; Ads: 24
Spend: Rp450,699,301 (@ Rp4.163)
Brand Awareness: 125; Ads: 1
Rp199,678 (@ Rp1,597)
Campaign Week-1 Nov
(01-07 Nov)
App Install: 86,059; Ads: 27
Spend: Rp 402,715,104 (@ Rp5.565)
Brand Awareness: 1,605; Ads: 1
Rp100.000 (@ Rp 62)
Sent: 72,461 ; Opened: 9,753
Open Rate 13.46% ; Click Rate : 2.24%
Remaining target: 96,303
Sent: 374,088 ; Opened: 50,779
Open Rate : 14.47% ; Click Rate : 2.08%
Remaining target: 45,524
Sent: 80,228 ; Opened:
13,372
Open Rate : 17% ; Click
Rate : 2.11%
Remaining target: 122,655

32. Experimentation
Team Effort
Omni channel experience

33. Thank You!
Stay in touch
@fazafc
fazafc@gmail.com
Linkedin faza faikar

34. Reference
Dave Chaffey Digital Marketing Trends 2019 – Slide
Telkom Internal Document - Oona