digital marketing strategy for fmcg - smsc gathering 15032013 (by @radiculouz)
DESCRIPTION
Digital Marketing Strategy for FMCG Presented at Social Media Strategist Club Gathering on March 15th 2013 By: Rade Tampubolon (@radiculouz)TRANSCRIPT
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FAST MOVING CONSUMER GOODS
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Rade Tampubolon | @radiculouz | [email protected]
.comTwitter Buzzer Advertising Network & Self-Service Platform
Digital Marketing Manager2010-2012
Head of Digital Marketing 2013 - present
Co-founder
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Sh*tMarketers
Say
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TVC nya tolong
di viral-in di Youtube
ya…
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Bikinin fanpage dong,
untuk iklanin konsumen
promo kita…
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Si (kompetitor) lagi
jalanin aktivitas X tuh,
kita bikin juga dong…
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There are still lots ofmisconceptions regarding digital marketing.
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Here are some of the
Strategies & Applications
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Wafer Tango was running a marketing campaign with this theme.
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We created a crowdsourcing music
video and launched it on August 2012.
#1Cinta1Indonesia
Hundreds of people participated on this campaign.
117.187 Views359 Likes97 Comments
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Jump on the bandwagon of the latest
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311 participants
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Because of the Facebook contest, MintZ created a TVC on Planking, collaborating with some of the contest participants.
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INTEGRATION
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One of the
promotional
activity for the
new variant is
Truck Branding
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How do we know that people are
really lookingat the branding?
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Let’s use Twitter!
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Let the people tell us that they have
seen it by tweeting about
it :)
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If they tweet
about it,
they might
get a free gift!
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People are
tweeting
about it every
single day
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… and also
tweeting
pictures of it
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This proves that
people are
paying attention
to the branding
Not only that, we also get lots of free promotion on TwitterFree promotion
about the new variant “Kurang AsemHOT Rujak”
and also free
promotion for
@KurangAsem
Twitter account+1.500 Daily Impressions
+225.000Total Impressions in 5 months
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+18.000 new Twitter followers in 5 months
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If we want them to do something for us, just ask them. If we don’t, we’ll probably get nothing.
And have a clear call-to-action
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Once upon a time, we used @MintZ_ (with an underscore) for the candy twitter account username
because @MintZ was already taken by a guy name Matt.
One day Matt tweeted that he’s been getting so many mentions with language he doesn’t understand.
We mention him and explained that those are Indonesians talking about MintZ candy.
We asked him nicely if we can have his username, so he wouldn’t get unnecessary mentions.
He approved our request in exchange for some MintZ candy.
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We sent him the MintZ candy as requested.
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He likes it!
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When MintZ commercial aired on TV, we listened and monitor social media and
found lots of conversation about it.
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OBJECTIVE:• Amplify TVC in online media.• Create brand engagement with the
consumers.• Promote the product to with the
consumers.
Observation > Insight > Action
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We challenge them to create their own version of MintZ commercial.
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70,974 views
154 videos
25,702 exposure
Data per 30 Juni 2011
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One of the things we can do: Entertain them.
www.kurangasem.com
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Source: http://www.socialbakers.com/blog/1495-february-2013-social-media-report-facebook-pages-in-indonesia
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E-Commerce
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www.kalbestore.com
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www.kalbestore.com
Sales keep going up
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Key Takeaways
1. Collaborate with the consumers
2. Keep up with the trend
3. Integrate offline with online
4. Ask, have a clear call-to-action
5. Listen
6. What’s in it for the consumers
7. Engage
8. Take care of your loyal customers
9. Make it easier for them to purchase your products
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Rade Tampubolon | @radiculouz | [email protected]