Materi digital marketing ver00

Commitment To Long Term, Customer First, Caring Meritocracy, Co-creation of Win-win Partnership, Collaborative Innovation
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Digital Marketing

Terminal Objective:

OB
• To develop an effectiveness marketing
strategy by optimizing social media
media.

Enabling Objectives:
• Identifying di it l marketing environment.
d tif i digital k ti i t
JECTIVES •
•
Formulating digital marketing strategy.
Developing social media.

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Digital Marketing
(timeline)
(ti li )
Time Day1 Day2 Day3

Developing
Developing
• Opening & Welcome to Digital
08.00-09.40 Digital Marketing
• Why digital marketing Marketing Era
(Workshop)
09.40-10.100 Morning Break

Why digital marketing Developing
Welcome to Digital
10.15 – 11.40 Important Digital Marketing
(class discussion) Marketing Era
(Workshop)
11.40 – 13.00 Lunch
Welcome to Digital Developing
13.00 – 14.40 What is Digital Marketing Marketing Era Digital Marketing
(Workshop Preparation) (Group Presentation)
14.40 – 15.10 Afternoon break
Welcome to Digital
What is Digital Marketing •Conclusion
15.10 – 16.30
(Group Discussion)
Marketing Era
•Closing
(Workshop Preparation)
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Why Digital Marketing Important

In “Culture”:
• Immersion of technology into our
daily lives..
• Enforcing existing social structure
through synchronous and ominous
digital tools
tools.
Trends • Participation.

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Three Trends in “Culture”
• Immersion of technology into our daily lives..

Several Time Ago Now & Tomorrow

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Immersion Of Technology Into Our Daily Lives..

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3 Trends in “Culture”

• Enforcing existing social structure through synchronous and
ominous digital tools.

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f i i i i l h h h d
• Enforcing existing social structure through synchronous and
ominous digital tools.

Note: PC installed base reached 100MM in 1993, cellphone / Internet users reached 1B in 2002 / 2005 respectively;
Note: PC installed base reached 100MM in 1993 cellphone / Internet users reached 1B in 2002 / 2005 respectively;
Source: ITU, Mark Lipacis, Morgan Stanley Research.

Morgan Stanley Research
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• Enforcing existing social structure through
synchronous and ominous digital tools.
y g

Sumber: Spire summary report 2009
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• Enforcing existing social structure through
synchronous and ominous digital tools.
y g

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• Participation (Birth of C_Gen)

lick Control
Cli k Conversation
ontrol

Connect Channel
CommunityCare
Communication Co‐creation
Communal Activation
Collaboration

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• Participation

Content isn’t a king.
Conversation is a king.
Content is just something to
talk about

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Three Trends in “Culture”
• Participation

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Rule of the Game Change
• Should I Trust You?

“Perhatikan, saya sama sekali tidak melihat
iklan film tersebut sama sekali Kalau pun
sekali.
melihat iklannya, saya tidak akan terpengaruh
karena saya bukan penggila film, apalagi yang
India. Yang mempengaruhi saya untuk
“membeli” adalah celoteh teman-teman di
World semua jaringan media sosial yang saya ikuti.
of
Mouse
Heran dengan pengalaman ini, saya mencoba
bertanya dan riset ke teman-teman lain Yak
teman teman lain. Yak,
hasilnya sama: mereka terpengaruh apa kata
teman-temannya di jejaring sosial”. (Noekman
L., virtual consulting)

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Rules of the Game Change
• Faster, Cheaper and Hype.

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Rules of the Game Change
• Low Cost‐high Impact

Note: Time spent data per NA Technographics (2009), ad spend data per VSS, Internet advertising
opportunity assumes online ad spend share matches time spent share, per Yahoo!. Source: Yahoo!
Investor Day, 5/10. Morgan Stanley Research
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Purchasing Process Change
•From B2C TO B2C2C

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Purchasing Process Change
• Marketing Means Collaborative

• Value is associated with experience.
p
Maximize value of co‐created
experience.
• Market as a forum where value is co‐
created through interaction and
dialogue.
• Prosumers‐active participants in value
co‐creation.
• Engage customers in defining and co‐
creating unique value.
• Active dialogue with customers and
communities

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• Marketing Means Collaborative

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What is Digital Marketing
a. Definisi

Digital marketing adalah kegiatan pemasaran mulai dari
explorasi p
p pasar, mengikat p
g pasar dan eksekusi p
pasar y g
yang
menggunakan media horizontal.
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State of Definition
Outbound Marketing : Pemasaran Tradisional
Outbound Marketing : Pemasaran Tradisional
(pemasaran outbound) adalah strategi pemasaran
yang berfokus pada mencari pelanggan dengan
kesadaran membangun merek melalui iklan dan
promosi.
Inbound marketing : adalah strategi pemasaran
b d k d l h
yang berfokus pada semakin ditemukan oleh
pelanggan. Inbound pemasaran adalah riset pasar.
pelanggan Inbound pemasaran adalah riset pasar

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2. Digital Marketing Ecosystem

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Awareness

Brand Awareness Merupakan Tahapan Pertama Saat Pasar Bersentuhan Dengan
Brand Awareness Merupakan Tahapan Pertama Saat Pasar Bersentuhan Dengan
Brand Perusahaan

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Awareness

Brand Awareness bertujuan untuk menggali respons dan persepsi dari
pasar.
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Q
Question?

Awareness or …..

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Awareness
Awareness
• Consideration:
– Target reach % using composition d
h %: data ffrom a service
like comScore, determine how many impression out of
total served went to target, then divide by target
reached by total population.
– Increase in search for a brand: major search engine
can provide thi d t
id this data.
– Increase in all site traffic: site analytics can provide
data.
– Control survey increase: ad effectiveness study
compares simultaneously gathered unexposed to ad
exposed audience to determine increase.
– Increase in any blog mention (buzz): Nielsen
buzzmetrics, or other monitoring service can
determine the general level of brand‐specific online
chatter.
– Viral pass‐long: using pixel tracking on distributed
media, or by using internally hosted content,
determine how many impression beyond bought
impressions can be attributed to consumer passing
marketing to others.

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Awareness
Awareness

Objectives:
Objectives: meningkatkan awareness
awareness
melalui komunitas online
KPI:
• 40 ribu FB.
• 20 ribu kunjungan/bulan via
20 ribu
Gilamotor.com

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Interest & Desire through SEM and Email
Marketing
M k i

• C id
Consideration:
i
– Leads generated: # of leads attribute to ad.
– Interaction rates: rate of interactions with
interactive ads to all ads served. May want
to determine unique interaction bu dividing
by unique individuals reached instead of all
ads served.
– Control survey consideration increase.
– Increase in product review page traffic: a
simple tracking tag or bought button on an
external product review page can show
l h
increases; alternatively, just ask review site
for data.
– Increase in opt‐in/subscription rate: # of opt‐ins
opt in/subscription opt ins
attribute to ads.

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Marketing
M k i

• Search Engine Marketing
Search Engine Marketing
Search Engine Optimization (SEO) is the process of improving the volume and
quality of visitors to a web site from search engines (Google, Yahoo, Bing, etc)
l f b f h ( l h )
through “Natural” or “Organic” search result.
There is no magic solution to SEO.
It takes real work time and patience
It takes “real” work, time and patience.
Should be maintained for lifetime of the site.

SEO pulls more traffic than PPC: 75% Clicks from natural or organic 25%
SEO pulls more traffic than PPC: 75% Clicks from “natural” or “organic”, 25%
Clicks from “paid” or sponsored ads.

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Marketing
M k i
Key internet marketing strategies
Key internet marketing strategies
• Search engine optimization (SEO)
‐ no cost per click
p
• Search engine marketing (SEM)
‐ cost per click
p

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• Search Engine Marketing

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M k i
Marketing

Email Marketing

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Favorability
Favorability

• Consideration:

– Control survey consideration increase
– Increase in positive blog mentions (buzz): buzz monitoring
service can determine the general level of brand‐specific
brand specific
online chatter, and filter out just the positive.
– Viral pass‐along

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Purchase intent
Purchase intent
• Action through website/landing page
Conveni
ence
Commu
nication Content
s

Custom
7 Cs Customi
er care zation

Connect Commu
ivity nity

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Purchase intent
Purchase intent

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Action Through Website/Landing Page

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F
a
k
t
a
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Community
• Online community are emerging as new gathering places for consumers with similar interest.
• These sites allow members to interact with another share information and access a wide range of services
These sites allow members to interact with another, share information and access a wide range of services.
• A unique characteristic of an online community is that the site include both editorial content (determined by the site owner) and member
driven content

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S a e to a yo e
Share to anyone

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Landing Pages
Landing Pages

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Landing Pages

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Purchase Funnels vs. Metric

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Purchase
Purchase

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Loyalty
Loyalty

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Summary
• Digital Marketing Ecosystem (old version)

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Summary
• New Digital Marketing Ecosystem

Social Media Social Media

Social Media Social Media

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Considerations
Considerations

Developing
Internal Social Media
Social Media
Buy in
Buy‐in Team
Strategy
St t

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Considerations
Considerations
• Internal Buy In

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Considerations
Considerations
• Developing Social Media Strategy

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Developing Social Media

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Developing Social Media
• Decide Where To Concentrate
2 Our Effort
O Eff
•PPeople : actually t th right people with th attention to th
l t ll to the i ht l ith the tt ti t the
real world, audience segmentation and also technograph (Social proof,
Authority, Scarcity, Liking, Relevance and Reciprocity)

• Content : very concerned about the brand, and value to be
achieved and resources and most importantly the relevancy

• Technology : the necessary expertise in choosing which application as
a tool in communicating the content is selected by considering where
the spectators crowded together

• Engagement : is the result of 3-C activity if done
of Connection, Conversation and good and true Conversion run private
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Considerations
Considerations
• Social Media Team

Social media marketing may be low cost, but it does require
time. Even for a company that does not actively participate,
someone has to monitor what is being said about your
g y
organization and‐assuming you don’t want to operate in a
bubble your competition. For business wanting to get actively
involved,
involved there is of course an even greater time
is, course,
commitment.

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Considerations
Considerations
• Social Media Core Team

(http://www.markosweb.com/www/telkomspeedy.com/#seoscore)
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Considerations
Considerations
• Social Media Positions in Organization
Question Mark
( )
(?)

Who
Wh
Handled
SocMed

ist
ption
Rece

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Considerations
• Social Media Policy in Corporation
SocMed Corporate policy :
Make it clear that the views expressed in the blog are yours alone
and do not necessarily represent the views of your employer
employer.
Respect the company’s confidentiality and proprietary information.
Ask your manager if you have any questions about what is
appropriate to include in your blog.
y g
Be respectful to the company, employees, customers, partners, and
competitors.
Understand when the company asks that topics not be discussed for
confidentiality or legal compliance reasons
reasons.
Ensure that your blogging activity does not interfere with your work
commitments.
Preparation of escalation proccess & contact to solve the problem (if
it’s has…)

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Thank You
Th Y

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Woman’s as Target Market in
Digital Marketing
• Digital Strategist dari Magnivate Digital Consulting, inilah alasan kenapa
perempuan melakukan social networking di internet:
1. terkoneksi dengan teman/keluarga: 75%
2. hiburan: 57%
3. terhubung d
3 t h b dengan orang l i 52%
lain:
4. berbagi opini tentang sesuatu: 32%
5. mendapat informasi: 34%

• Kemudian, topik apa saja yang dibaca perempuan pada saat online?
Masih dari sumber yang sama, inilah 5 (lima) kelompok terbesar:
1. hiburan: 53%
2.
2 makanan: 47%
3. kesehatan: 42%
4. resep: 40%
5. fashion dan kecantikan: 39%

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Statistik Pengguna
gg
Telekomunikasi di Indonesia
No
N Pengguna
P 2010
2010
(Jt)
1 Internet 45.00
2 Facebook
F b k 32.13
32 13
3 Smartphone 3.06
4 Mig33 20.00
5 Ponsel Yang Memiliki GPRS 85.00
6 Blackberry 2.54
7 Selular 229.50
229.50
8 Fixed Phone 8.30
9 Speedy 1.65

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Prilaku Pelanggan
Menggunakan Layanan Internet
No Kota Mobile Internet (%)
Mobile Internet (%) Internet (%)
Internet (%)
2009 2010 2009 2010
1 Jakarta 25 51 35 44
2 Botabek 21 35 23 33
3 Surabaya 13 49 30 32
4 Medan 5 43 26 40
5 Bandung 42 62 31 33
6 Semarang 29 70 15 26
7 Palembang 13 57 16 28
8 Makasar 15 57 16 28
Total 22 48 28 37

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Compete Ranking of Top 20 (from 50) Web Sites for
January 2011 Shows Big Chill for Online Retailers
Rank Domain Unique Visitors Monthly Change
1 google.com 145143527 ‐0.0322
2 yahoo.com 131868348 ‐0.0371
3 facebook.com
facebook com 127510914 ‐0.0488
‐0 0488
4 youtube.com 111794719 ‐0.0462
5 bing.com 82995659 0.0391
6 wikipedia.org 80510536 0.0089
7 amazon.com 78383180 ‐0.1529
0 1529
8 live.com 72851697 ‐0.028
9 msn.com 72052581 ‐0.0343
10 blogspot.com 62850677 0.0068
11 ebay.com 62251847 ‐0.1063
12 microsoft.com 59273045 ‐0.0351
13 ask.com 58198506 ‐0.0274
14 craigslist.org
g g 56014351 0.0192
15 go.com 49969811 ‐0.0251
16 about.com 49447407 0.0103
17 aol.com 46882123 ‐0.0519
18 walmart.com
walmart com 45298002 ‐0 3264
0.3264
19 myspace.com 43601320 ‐0.0738
20 ehow.com 43444044 0.1085
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Telkomspeedy.com SmartViper
SEO score

What is SmartViper SEO Score?
Skor SmartViper SEO adalah indeks situs yang menunjukkan
tingkat keramahan situs untuk mesin pencari. Semakin banyak situs
Anda memiliki tag anak perusahaan; tag meta lebih banyak diisi,
semakin baik dan kualitatif adalah link eksternal ke situs, maka
semakin tinggi nilai SmartViper SEO.
SmartViper SEO Skor diukur dalam persen, dan 100% adalah
peringkat t ti
i k t tertinggi d i sebuah situs.
i dari b h it

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Telkomspeedy.com Worth

Why is this data so important?
Menentukan biaya situs bukanlah tugas yang sederhana. Kamisecara
komprehensif mengevaluasi SEO situs, lalu lintas situs web
(jumlah, sumber, geografi) dan membuat kesimpulan perkiraantentang biaya
website. Perhatian khusus diberikan tidak hanyauntuk biaya situs ini,
tetapi terhadap pertumbuhan (atau penurunan)yang dinamis ini atau sumber
daya itu.
Ada banyak f kt yang menentukan " il i" d i sebuah situs. Bi
Ad b k faktor t k "nilai" dari b h it Biaya
situs akan berapa biaya untuk menjalankannya. Nilai dari sebuah
situs ditentukan terutama oleh berapa banyak pendapatan situs ini
membawa masuk Faktor-faktor lain akan mencakup berapa banyaklalu
p p y
lintas situs ini membawa setiap bulan, pelanggan email jikaada, posisi searc
h engine untuk kata kunci tertentu, dll

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Materi digital marketing ver00

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