Slides taken from my 15 min-presentation on #SMW16 - Thanks to StartUpBisnis.com

1. STRATEGYANDTACTICSDIGITALMARKETINGFORUKMANDSTARTUP
@VIKTORIWAN

2. Meet Viktor…
• Brilliant Digital Faculty Member – Google
Partner Academy
• Director of Doxa Creative and Digital Agency
• Director of PT. Agape Media Nusantara
(Belladonna Group)
• Certified Adwords, Analytics, and Video Ads
and Bing Ads Accredited Professional
• OpenSource Project (Seblod) Contributor,
PHP Programmer for
Joomla and Wordpress
• Terhubung di @ViktorIwan

3. #1-BUILDADIGITALMARKETINGPLAN

4. GOAL
• Build Awareness
• Influnce Consideration
• Increase Sales
• Grow Loyalty

5. KPI Digital Branding Measurement
The KPI Scorecard (Sample)
Marketing
Objectives
Goal KPI Target Value
Build Awareness
Expose
Communicate with target
audience
Share of conversation 50% 37%
Share of search 40% 18.2%
Online reach 95% 94%
Attract Acquire qualified traffic
Unique visitors (for context) 15,000,000 10,837,189
New visitors 20% 42.63%
Share of traffic 80% 63%
Influence
Consideration
Engage
Create valuable engagements for
visitors
Comments 400 453
Shares 30% 13%
Signed up users 80,000 60,000
Retain Increase visitor loyalty
Frequency 60% 44.16%
Recency 17% 14.62%
Active users 80% 57.26%
Influence Satisfy visitors' needs
Task completion 60% 45%
Sentiment 5:4 5:1
Drive Sales Trigger additional sales
Incremental Sales Revenue 1.5M 1.32M
Grow Loyalty Improve brand loyalty
Net Promoter Score 8 6

6. STRATEGY

7. #2-DOTESTINGANDOPTIMIZATION!

8. DOTESTINGANDOPTIMIZATION
• Persuasive Offer (Copywriting)
• Ads Image
• Web Layout
• Web Performance

9. DOTESTINGANDOPTIMIZATION

10. DOTESTINGANDOPTIMIZATION
2 Profit Metrics
LOWER BOUNCE RATE + HIGHER SESSION DURATION = MORE PROFIT

11. DOTESTINGANDOPTIMIZATION
Traffic Bounce
Rate
Conv
Rate
Total
Order
Avg
Order
Revenue
1000 70% 3% 9 100.000 900.000

12. DOTESTINGANDOPTIMIZATION
Traffic Bounce
Rate
Conv
Rate
Total
Order
Avg
Order
Revenue
1000 70% 3% 9 100.000 900.000
1000 50% 3% 15 100.000 1.500.000
By Reduce 20% Bounce Rate, We Increase 66% Revenue

13. #3-BUILDTEAM

14. BUILDTEAM

15. #4-BUILDMOBILEPLAN

16. BUILDAMOBILEPLAN
“If you plans
don’t include
mobile, your
plans are not
finished”
SVP Integrated Marketing, Coca Cola
WENDY CLARKE

17. BUILDAMOBILEPLAN
Mobile usage is exploding in APAC
The average user spends 2.5 hrs/ day on their smartphone
APAC countries
Average time spent on smartphone/day, minutes
Source: Millward Brown

18. #5-BUILDBRANDANDAUTHORITY

19. BRANDANDAUTHORITY

20. BRANDANDAUTHORITY