Digital Marketing Communication : Strategy Sesi ke-3 Arief Budiman, S.Sn, M.Si Mata Kuliah : Dunia Maya Merek & Advertensi – Universitas Paramadina

Strategy a plan of action or policy designed to achieve a major or overall aim.

Component Of Strategic Plan Mission Why we exist Vision What we want to be STRATEGIC LEVEL Forecast Our future environment Goals What we must achieve for success Objectives Spesific intentions expressed in measurable terms to achieve Goals ACTION LEVEL Activities Planned actions to achieve objectives Measures Measures and Indicators of success of Activities OUTCOMES Outcomes Desired level of performace for measures. Source : google.com

Example Of Digital Strategic Plan Mission Brand X Provide best telco services for the advancement of the nation. Vision Brand X = Number one mobile data services provider STRATEGIC LEVEL Forecast More and more people will use mobile data services in just 5 years. Goals People knows the excellence of Brand X compare to other competitor Objectives Majority of people are talking about the brand X positively on the internet. ACTION LEVEL Activities Blog Competition, More Conversation in Social Media Measures The growing number of fans and follower, activities. OUTCOMES Outcomes Growing number of fans reaches 150% per year and more fans convert into user and a growing number of fans who are users of brand X. Source : google.com

Example 1 : Strategy for Life.

1 Andrew, Catherine, OBJECTIVE BASE SITUATION 2 Usia 21 tahun, Semester 7, IPK 2.4, FISIP, Jago Inggris, sering hang out di mall, Jakarta, Subsidi orang tua. Catherine, Usia 20 tahun, Semester 5, IPK 3.8 FE-Akuntansi Jakarta, hemat, Punya waralaba Jus, Punya pacar sedang magang. OBJECTIVE BASE SITUATION

Insight dari tipe perempuan ini ? 1 2 Insight dari tipe perempuan ini ? Andrew, Usia 21 tahun, Semester 7, IPK 2,4 FISIP, Jago Inggris Jakarta, Subsidi orang tua. Catherine, Usia 20 tahun, Semester 5, IPK 3.8 FE-Akuntansi Jakarta, Punya waralaba Jus, Punya pacar sedang magang. BASE SITUATION OBJECTIVE

1 3 PROBLEM Andrew, 2 Mencari pekerjaan agar dapat penghasilan. Belum lulus, orang tua Andrew menghendaki lulus sebelum bekerja. PROBLEM

1 3 4 Andrew, APPROACH 2 Menarik perhatian Catherine dengan menunjukkan kalau Andrew adalah Mr.Right dalam waktu 1 tahun. APPROACH

1 3 4 5 Andrew, ACTIONS 2 Bekerja sebagai freelance translator. Mengajar di kursus private sepulang kuliah. Memperpanjang kuliah untuk perbaiki nilai kuliah. Menjadi pelanggan tetap warung milik Catherine. ACTIONS

ACTIONS – By Timeline KPI JAN FEB MAR APR MEI JUNI FREELANCE FREELANCE GURU PRIVAT GURU PRIVAT GURU PRIVAT GURU PRIVAT GURU PRIVAT PELANGGAN JUS PELANGGAN JUS PELANGGAN JUS PELANGGAN JUS SEMESTER PENDEK SEMESTER PENDEK SEMESTER PENDEK SEMESTER PENDEK SEMESTER PENDEK SEMESTER PENDEK KPI DATING CATHERINE DATING CATHERINE

Example 2 : Digital Strategy for Brand.

Fresh Care Teen – Base Situation 1 2 Facebook Twitter No Website On Pingram Facebook Twitter No Website Target Audience : Creative, Cheerful, Girls Teens, 13 – 18, Urban, B – C+

Hangat dan Harumnya pas! Campaign Objective 1 2 Through Digital Campaign : Awareness Hangat dan Harumnya pas! Product Trial Emotional Bonding

Problem 1 3 2 We need to encourage the Target Audiences to join into Fresh Care Teen Online Hub, and to interact to other fans/ member.

Approach 4 To create a movement, 1 3 4 2 To create a movement, which reflects the behavior of teenagers, by communicating: periods of adolescence are the best time to be creative

Digital Strategy 5 Online Ads Social Media Event Website DRIVE 1 3 4 2 Awareness Product Trial Social Media Event Website

Digital Strategy – Activities Time Line Activity : TW QUIZ TW QUIZ TW QUIZ TW QUIZ TW QUIZ TW QUIZ Apps Games Apps Games Apps Games Apps Games Apps Games Soc Ads Soc Ads Soc Ads Soc Ads Soc Ads Soc Ads Web Web Web Web KPI : Content Content Content Content Content Content FB 20000 FB 20000 FB 20000 FB 20000 FB 20000 FB 20000 TW 500 TW 500 TW 500 TW 500 TW 500 TW 500 Timeline : June July August September October November Source : Ocentrum Digital Company– Case Study