This document discusses CIMB Niaga's use of social media to engage more customers. It provides an overview of internet marketing and how social media can help businesses connect with customers and spread brand awareness. It then details CIMB Niaga's social media strategy and campaigns on Facebook in 2012, including video contests, photo contests, and social sharing campaigns to acquire new fans and increase brand awareness. The document concludes with current social media activities on Facebook to educate audiences about investment products.

1. Grow and Engage with More Customers via Social Media
CIMB Niaga Experience
Corporate Communication Group
27 August, 2012

2. Agenda
1. Internet Marketing and Social Media
2. Grow and Engage the Customers with
Optimizing Broadcast Media
3. CIMB Niaga Experience

3. What is Internet Marketing?
The marketing of your products or services
over the Internet
It is also referred to as Web Marketing, Online
Marketing, or eMarketing
An Internet marketing strategy is necessary to
effectively compete in today’s business
environment

4. How Can Internet Marketing Help?
It can help you promote your
business by:
Allowing you to easily manage
individual or mass communication
Assisting you in managing your
brand
Creating and presenting your
business identity
Generating customer trust and
loyalty

5. Internet Marketing is More Than a Web
Site…
Building a web site is
a great first step
I already
have
Internet Marketing is
a web site… necessary to generate
isn’t that
enough? buzz and traffic
Traffic generates
business
Business brings
profits!

6. A Gas Station in the Forest
A web site without effective marketing is like
building a gas station in the middle of a forest!

7. Marketing Your Web Site
Traditional Marketing Internet Marketing
• Television • Video sharing web sites
• Radio • Blogs, Micro-blogs
• Newspapers • Social Networks
• Magazines • Widgets
• Billboards • Search Advertising
• Direct Mail • Direct Email
• Word-of-Mouth • Word-of-mouth

8. Word-of-Mouth Marketing
People buy products and services from companies
they trust
People are more likely to trust a friend’s
recommendation than to trust an ad
Positive word-of-mouth increases credibility

9. How Can Social Media Help You?
It can connect you with customers, vendors, and
potential business partners
Spread the word about your business
Increase your credibility and relevance on the Internet

10. Where Content is King…
Social Media is all about:
Content Delivery – putting it out there
Content Visibility – letting some people see it
Content Virality – broadcasting it to EVERYONE!

11. The benefit of Social Media
Listening – seeking customer insights for use in
marketing and development
Talking – expanding your efforts to more interactive
channels
Energizing – finding your most enthusiastic customers
and supercharging their word of mouth
Supporting – helping your customers support each
other
Embracing – integrating your customers’ feedback
Source: Groundswell: Winning in a World Transformed by Social Technologies

12. Agenda
1. Internet Marketing and Social Media
2. Grow and Engage the Customers with
Optimizing Social Media Media
3. CIMB Niaga Experience

13. The Rise of New Media (Social Media)
Audiences in Asia have embraced new media in a big
way
People’s Republic of China, South Korea, Japan, Singapore lead
world’s social media users
PRC alone has 220 million bloggers
Southeast Asia has highest acceptance of Facebook in Asia
Asian countries make up 37% of Tweets, Japan and Indonesia
leads
30% of governments in Asia use some form of social media
Asia is expected to account for 50% of internet users worldwide
by 2012
Asia accounts for 47% of global mobile connections

14. Corporate Communication SHIFT…
Traditional Approach: New Media Approach:
• Use of broadcast and
• Two-way, interactive communication
print media
• Enables feedback from stakeholders
• Useful for
• Responds to the increasing demand
awareness/profile-
for development to be more
raising and knowledge-
democratic, consultative,
sharing
transparent, and holistic
• One-way
• A way to reach out to new or under-
communication
served audiences
• Constraints in
• Cost effective way to reach out to a
promoting
greater number of stakeholders
participatory
• Communications during emergencies
development,
• Use for advocacy campaigns, fund
transparency and
raising, marketing, and recruitment
accountability

15. The Challenges of Social Media Development
Privacy and security
Confidentiality and copyright
Control over content / unfavorable comments
Sustainability / dedicated resources
Timely and appropriate feedback
Access, fairness
Integration of media platforms

16. Tips for Growing and Engaging Customers using Social Media
Start out small
Clearly define your marketing objectives
Select your target market
Assess your capabilities and know-how
Execute your online strategy
Measure your effectiveness
Most importantly, experiment!

17. Social Media Disclaimer
There is no silver bullet!
Not all online strategies
will be effective for all
business types
It is up to you as the
marketer to determine the
appropriate marketing
channels and to
constantly measure their
effectiveness

18. Agenda
1. Internet Marketing and Social Media
2. Grow and Engage the Customers with
Optimizing Social Media Media
3. CIMB Niaga Experience
(What We Have Done in H1 2012)

19. Current Position in Facebook As of Sept 7, 2012
454,484 166.753 118.430 91,523 33.946
Fans
(Mar 2011) (Oct 2010) (April 2009) (April 2011) (Nov 2009)
About - Information - Information - Information - Information - Information
- Promotions - Promotions - Promotions - Promotions - Promotions
- Customer - Greetings - Greetings - Greetings
Services (“Good Morning,
- Active Fans etc”)
From 31,467 people talked about CIMB Indonesia, the stories reached 1,666,359 people as
the viral effect. It was when we ran Kartu Berlagu campaign

20. What we’ve done in 2012 - Facebook
The Brighter Days (27 Jan - 29 Feb)
Sharing messages campaign to create engaging activities
with existing fans and increase fans base.
Register and get 5 coins, invite friends and get 3 coins.
Share a message by posting it on your wall, get points for
each referral. Drop coins on preferred product to be the
most dropped coins and win the prizes
Results
57,287 participants
105,908 new fans on Facebook
Reach 70,231 people talking about CIMB Indonesia
Acquisition cost IDR 9,700 per participants

21. What we’ve done in 2012 - Facebook
Go Mobile Go Creative (1-31 March)
A video contest about Go Mobile brand personalities to
build brand awareness of Go Mobile.
The participants are required to create a video with 30
seconds duration that shows one or combination of 7 Go
Mobile Brand Personalities. Those are Cool, Easy, Fast,
Flexible, Modern, Technology Savvy and Secure.
Results
597 videos submission
17,753 participants
14,210 voters
42,914 new fans on Facebook
Reach 1,233,418 people from twitter buzzer
Acquisition cost IDR 17,067 per participants

22. What we’ve done in 2012 - Facebook
Go Mobile Cosplay Photo Contest
(1 - 13 July)
To build brand awareness of Go Mobile and increase
CIMB Indonesia’s fan base.
Participants have to attend the workshop on their campus
first and then they will upload their best picture taken in
the workshop. All fans of CIMB Indonesia have a chance
to vote the pictures.
Results
219 participants
2,822 new fans on Facebook
2,184 voters
416 photo submission

23. What we’ve done in 2012 - Facebook
Kartu Berlagu – Kemerdekaan and
Lebaran version
(2 – 31 August)
Kartu Berlagu is CIMB Niaga corporate season greetings
campaign. This Kartu Berlagu is a social media activity
that implement viral as a concept and video as the
medium. Every Kartu Berlagu that was shared will be
converted in to donation and worth of IDR 1,000.
Results
Total cards sent : 102,281 cards
New fans acquired : 79,117 fans
Video chart :
Selamat Hari Lebaran 13204
Baju Baru 28783
Tanah Airku 18009
Bendera 41632
0 20000 40000 60000

24. Current Activities- Facebook
CRISP+ Town: Social Investment
(13 August – 11 October)
CIMB Preferred-Private Banking sees the need to raise
awareness of the importance of investing for the future
and target’s goals, whilst educating audience about
mutual fund investment product and its features.
Objectives
To build an awareness of investment products especially
CRISP Plus product.
To educate the targeted consumer on practical investing
instrument
Mechanism
Every player will be given the initial fund (depends on the
number of their friends) that can be used to invest on
which the product they picked, either by doing Social
Share or Invite Friend.

25. Internal use only