Digital Marketing Communication

Surabaya, 30 September 2013

Welcoming The Digital Generation!!!

Who Are You????

• They want freedom in everything they do, from freedom of choice to freedom of expression.

• They love to customize, personalize.• They look for corporate integrity and openness when

deciding what to buy and where to work. • The Net Gen wants entertainment and play in their work,

education, and social life.• They are the collaboration and relationship generation.• The Net Gen has a need for speed – and not just in video

games.• They are the innovators.Source: Don Tapscott “Grown Up Digital: How the Net Generation is Changing Your World”

Where Should I Start?

Objective Target Audience Insight Digital

Channel KPI

What You Expect from Digital?

Digital Marketing Communication Objective:• Brand Awareness• Customer Engagement• Positive Content about Brand• Sales Leads• Direct Sales• Customer Loyalty

Can I know You Better?

Target Audience:• Demography• Psychography• Where they go in digital

Let Me Know Your Unconcious Mind

Hi that’s hot!!! I want it, at ANY PRICE

Yes I’m rich because I DESERVE IT FROM MY HARD WORK!!!

I will be your friends simply because YOU ARE RICH...

Are you sure understand

me?Profiling the A+ Market

Digital Communication Channel

Digital Channel

Website

Social Media

Email

Content Marketing

Search Engine

Mobile Marketing

Game

Online Advertising

Experiential Media

What does Website stand for?

Type of website:• Transactional E-commerce website

(Thegoodsdept.com)• Service Oriented Building Relationship

Website (Toyota.co.id)• Brand Building Website (Unilever.co.id)• Publishers & Portal (Nyunyu.com,

Malesbanget.com)

Say Hello to Borderless Shopping Era

Do You Think Social Media is FB & Twitter?

Type of Social Media:• Blogs: Wordpress, Blogger• Microblogging: Twitter, Plurk• Location based social network: Gowalla, Foursquare, Facebook

Place• Events: Meetup.com, Eventful• Online Advocacy & Fund Raising: Causes, Change.org,

Wujudkan.com• Wikis: Wikipedia, Wikimu• Social Bookmarking: Digg• Picture Blog: Tumblr, Pinterest, LookBook• Video Blog: Youtube, Vimeo

What Social Media That You Have?

Most Popular Social Media in Indonesia:• Facebook• Twitter• Kaskus• Youtube• LinkedIn• Path (Only A Fad?)

We Make It Trough Collaboration!!!

They Bring People by Teasing Trough Twitter

What We Can Do Trough Mobile?

Mobile Marketing:• Mobile Applications• Location Based Advertising (LBA)• SMS & MMS Blast• Sponsored Stickers in Chat Apps• Official Brand Page in Chat Apps

Hi Engage Us with Fun Way!!!

It’s Not Only Advertising but Create Sales & Entertaining

Excuse Me, Content Marketing? Can You Give Examples?

Type of Content Marketing• Online PR• Online Press Release • Your Social Media Content• Influence Engagement• Webinar• Podcast• Free E-book

We Want It Entertaining, Then We Will Share!!!

This is It!!! Content Marketing for B2B ala Chef HubSpot

Why Oh Why Content Marketing is Important?

Source: Google ZMOT Handbook

Can You Imagine The Complexity of Your Generation?

The Opportunity of Googling Gen

Search Engine Approach:• Search Engine Marketing (Paid) • Search Engine Optimization(Organic)

How I Can Indentified Organic or Paid?

Organic Paid

Sssttt This Industry Put More Effort on Search

Sir What can My Brand Do with Game?

Game Marketing:• In-Game Advertising• Advergaming• Gamification

Do You Realize The Ad When Play The Games?

Motivate Me To Do More with Level

Online Ads The Series

Online Advertising Type:• Banner• Text Ads• Video Ads• Affiliate Marketing

Give Me Wow Moment with Brand

Experiential Media:• QR Code• Augmented Reality• Integrated Offline

Event & Online

QR Code in Your Life

My Name is iButterFly

How Can I Measure It???

Back to your objective & depend

on your channel

Some Idea of KPI

• Brand Awareness1. Number of FB Fans, Twitter Followers, Youtube Views2. Number of Reach in FB & Twitter• Engagement:1. Klout Score2. FB Engagement Rate (Number of People Talking

About This compare to Total Fans)• Sales:1. Conversion Rate from Search Engine Marketing (SEM)2. Conversion Rate from Search Engine Marketing

Presented By:Tuhu Nugraha DewantoCOO Ping FansTwitter: @TuhunugrahaE-mail: tuhu.nugraha@gmail.comLinkedIn: www.linkedin.com/in/tuhunugrahaBlog: Kompasiana.com/Tuhunugraha