2. SOCIAL MEDIA
Kresnayana Yahya

3. The most three most trusted forms of advertising are:
Recommendations from people I know - 90%
Consumer opinions posted online - 70%
Branded websites - 70%
What Social Media has done is make the traditional two-way word of mouth
marketing accessible and available to everyone with a computer (or phone).
FROM THIS TO THIS
The question is, how do we engage the guy with the
megaphone?
Word-of-Mouth Goes Virtual

4. def (Wikipedia) - Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing techniques.
Social Media IS NOT
A fad
A replacement for traditional advertising
The first step
The magic bullet
FREE
All about YOU
Social Media IS
A big deal
Going where your customers already are or where they want to be
Applicable to most companies in some way or another
Time-consuming
All about THEM
What is Social Media?

5. Blogging
Facebook
LinkedIn
Twitter
Youtube
The Stats - The Why - The How
The BIG FIVE

6. Mobile. Mobile. Mobile.
Google Buzz
Geolocation
Corporate policy & procedures
Diaspora
The end of email marketing?
Trends for the Future

7. Write content
Manage the day-to-day uploading of content
Take the place of a true brand and marketing strategist
What Does A Social Media
Strategist NOT Do?

8. 1. Formalize your brand strategy.
2. Put together a comprehensive marketing plan.
3. Take a critical look at your current website.
4. Set benchmarks
Google Analytics; Alexa
“How did you hear about us?”
SEO Ranking
5. Make a decision on time investment.
6. RELAX!
7. Set up your accounts.
8. Take some time learning the tools and the lingo.
9. SHARE
10. CARE
What do I do next?
(10 steps)

9. What is your time worth?
DIRECT SALES
Example:
$250/week
(5 hours/week x $50/hr)
$500/year
(Average client spend)
2% closing ratio
(Through the website – WITHOUT an incentive)
100 visitors/month
(Approximate increase in site traffic to break even)
Are your social media efforts bringing 100 extra site visits/month?
Return on Investment
“Half of my advertising spend is wasted, but I don’t know which half.”

16. Active Usage is Growing
Fastest Among Older AGE
Group
% change in million of
users between Q2 2012
and Q1 2013
0
10%
20%
30%
40%
50%
60%
70%
80%
16 to 24
25 to 34
35 to 44
55 to 64
45 to 54

20. Younger Social Media users are more
likely use the tools for civic activities
% of users of social networking
sites or twitter who use social
media these way
44%
34%
42%
36% 36%
33%
26% 25%
40%
36%
34%
32% 31%
28%
21% 20%
32%
34%
28%
29% 27% 25%
14% 15%
24%
32%
20%
31%
27%
18%
8%
10%
Age 18-29 Age 30-49 Age 50-64 Age 65+
Source : pew research center’s internet and american life project civic engagement
survey, conducted July 16- august 7, 2012

21. ¨ Social
Networks
& Blogs
22,5%
¨ Portal
s ¨ Videos/Movies
¨ Classifiieds/auction
¨ Instant
massaging
¨ Search
¨ Current events &
global news
2,6%
3,3%
4%
4,4%
2,9%
4,5%
¨ Online
Games ¨ Email
¨ Software
manufactures
9,8%
7,6%
3,2%
¨OTHE
R
35,1%

23. Compared the Average Adult
Internet User, Active Adult Social
Networkers
45%
More Likely to
go on a date
19%
More Likely to attend
a profesional
sporting event
18%
More Likely to
work out at a gym
or health club
75%
More Likely to be
heavy spenders
on music
47%
More Likely to be
heavy spenders on
clothing, shoes and
accessories
26%
More Likely to give
their opinion on
politics and current
events
33%
More Likely to
give their opinion
on TV programs
32%
of active social
networkers
follow a celebrity
53%
of active social
networkers
follow a brand

32. Negara dengan Jumlah Pengguna
Internet Terbesar (Internet
World Stats)
Sumber : Internet World Stats –www.internetworldstats.com/stats3.htm

33. Online Shop Zalora Kuasai
Pasar Indonesia dengan Cepat
¨ Dengan lebih dari 400
brand ternama baik
lokal maupun
international.
¨ Zalora memiliki brand-
brand
berkualitas, seperti
Calvin Klein, Steve
Madden, Hush
Puppies, Guess, Rip
Curl, Nike, Oakley, Ar
distia New York
¨ Memiliki 100.000 fans
di Facebook.
¨ Zalora memasarkan
web-store nya melalui
Google, Facebook, da
n Twitter.

34. Tokobagus sukses pikat kelas
menengah
¨ Tokobagus.com adalah
platform e-commerce
terbesar di Indonesia.
¨ Memiliki lebih dari 3
juta anggota .
¨ Lebih dari 1,3 juta
macam barang yang
dijual.

35. Dino Market
¨ Merupakan
layanan e-
commerce
profesional
yang dikelola
secara
eksklusif.

36. Pengiklan BESAR
¨ Pasar iklan Indonesia 2012 : 87 triliun Rp (
growth 20 %)
¨ TV :64 %; Print 33%;magazine 3%
¨ Perusahaan telekomunikasi : 5 triliun
¨ Pemerintah plus partai : 4.3 triliun
¨ Perawatan rambut dll : 4.1 triliun

37. Social Networking
and Business
Intelligence
July 2011

38. Business intelligence trends
33% of business
intelligence will be
through mobile devices
by 2014
Mobile Analytics
30% of analytic
applications will use in-
memory functions to add
scale in next three
years
Analytics Process
40% of spending on
business analytics will
go to systems
integrators, not software
vendors in next three
years
System Integrator
vs.
Software Vendors
15% of BI
deployments will
combine collaborative
and social decision
making environments
by 2013
BI Collaboration
and
Social Software
Predicted Areas
• Life Sciences
• Banking Industry
• Travel Industry
• Cyber Wellness
z
Source: http://www.cmswire.com/cms/information-
management/gartner-predicts-business-intelligence-will-go-
mobile-and-social-009765.php

39. One presidential election candidate used the power of social media to connect with people. He engaged with the people
directly and allows people to engage at all levels — Advocate, Social, Personal
Power of Social Networking
• Facebook now has over 100 pages dedicated to Anna Hazare and his
campaign.
• These 100s of Facebook pages showing support have garnered over
200,000 likes in just couple of days.
* Word of Mouth NOT real data
• Nearly 40,000 blog posts were written after its release date
http://kunalsingla.wordpress.com/2010/01/19/67thannual-golden-globe-
awards-titanic-vs-avatar/
• 13 million people on the email list who received 7,000 variations of more
than 1 billion e-mails
• 5 million friends on more than 15 social networking sites, 3 million friends
on Facebook alone.
• 3 million personal phone calls placed in the last 4 days of campaign
• Raised 11M $ in a day using Social network sites
http://weblogs.hitwise.com/billtancer/2007/01/obama_versus_clinton_barak
_may.html
A Sci-Fi epic movie become the #2nd highest grossing film of all time because of using social networking rightly and timely
One common man raised the voice against the corruption and became the leader without any designation or title
0
5
10
15
Popularity(Index)
Time
Hazare
Ramdev

40. Social Networking and Business
Social media data is not ONLY Data It is about
Experience, People, Relationshi
p
Only 14% trust on advertisements 90% of consumers trust Peer
Recommendations
93% of Marketers use social
media for business
Word-of-Mouth conversations has
the impact of 200 TV ads
Information Technology buyers trust
social media more than any other
content source
Conversations on social
networking sites affects …..
sales, credibility, reputation and
profits
We don’t have a Choice on whether we DO social media, the question is How well we DO it.
“Erik Qualman”

41. Key Objectives
Corporate
Functionality
Objective/Goal Social Media Activities
Research
§ Observe monitoring reports
§ Private communities
§ Digital vision development
Listening
• Customer knowledge
• Competitive Insights
• Cost savings over focus groups
Marketing
• Blog, video blogs
• Social network communities
• Viral videos, contests
Engagement
• Awareness and buzz
• Time spent
• Change brand perceptions
• Purchase incent
Customer Service
• User communities, wikis,
support forums
• Loyalty programs
• Observer reports
Support
• Questions answered
• Customer satisfaction
• Avoided support calls
Sales
• Brand communities
• Influencer outreach
• Widgets
Energizing
• Community membership
• Recommendations
• Sales inquires/leads

42. Steps to convert social media data
into BI
Listening is the first step
Sources of Information
Categorization of Information
Identifying potential community, Social
Advocates, Influencers

43. Steps to convert social media data
into BI (cont.)
Analyze Competitive InformationMapping Sales with Volume
Outcome
• Promote Sales
• Corrective actions
• Identify Geographies
• Identify Potential Customers
Listen, Categorize and Analyze are three steps to gain the Business Intelligence from Social
Networking
Finally BI from Collected/Categorized Social data
Measuring the Volume Measuring the Feedbacks/Sentiments

44. Sentiment Share of Voice Content Type
Activity Timeline
15
26 21 21 16 17
50
46
42 43 44 41
35 28 37 36 40 42
B1 B2 B3 B4 B5 B6
44%
11%6%
21%
7%
11%
17
51
37 36 31
57
38
10
9 8
3
9
2
8
10 4
0
5
4
16
4 10
9
939
15
40 42
57
20
B
1
B
2
B
3
B
4
B
5
B
6
0
300
0
300
0
300
0
300
0
300
0
300
Dec 6 10 Dec 26 10 Jan 15 11 Feb 4 11 Feb 24 11
B1
B2
B3
B4
B5
B6
Legend
Content type
Tonality
Case Study – Banking Industry
(Cont.)

45. 15
50
35
Case Study – Banking Industry (Cont.)
0
300
0
300
0
300
0
300
0
300
0
300
Dec 6 10 Dec 26 10 Jan 15 11 Feb 4 11 Feb 24 11Sentiment Share of Voice Content Type
Activity Timeline
15
44
2
30
100%
B1
B2
B3
B4
B5
B6
• Call center Service is very poor – I had a bad experience and more than 5 times my call transferred to different representative
• Not getting statement on time
• They are very good and prompt on e-statement
Legend
Content type
Tonality

46. Enciety Business Consult
Your Logo
•Dari 245 juta penduduk Indonesia, pengguna
internet di Indonesia mencapai 55 juta orang per
Desember 2011
•menurut Dirjen Sumber Daya Perangkat Pos dan
Informatika (SDPP) Kemenkominfo Jumlah pengguna
internet di Indonesia menguasai Asia sebesar 22,4
persen
•Merupakan negara peringkat ketiga di Asia
untuk jumlah pengguna internet

47. Enciety Business Consult
Your Logo
•Hasil Penelitian Nielsen Indonesia juga masuk sebagai
pengguna perangkat mobile tertinggi sebanyak
48 persen, diikuti oleh Thailand dan Singapura
•Dari segi usia, semakin banyak pengguna internet
merupakan anak muda usia 15-20 tahun dan 10-
14 tahun
•Indonesia menjadi pangsa pasar terbesar untuk
teknologi informasi komunikasi (TIK), sistem
operasi, gaming, dan hardware (tablet, PC, dan laptop).

48. Enciety Business Consult
Your Logo
•Data Kominfo April 2012, jumlah pengguna
jejaring sosial di Indonesia juga besar.
Setidaknya tercatat sebanyak 44,6 juta
pengguna Facebook dan sebanyak 19,5 juta
pengguna Twitter di Indonesia.
•Indonesia menjadi negara kelima terbesar
pengguna Twitter di bawah Inggris dan negara besar
lainnya

49. Peta Penetrasi Teknologi di Indonesia 2011
Didasarkan pada penetrasi teknologi dalam rumah tangga, terdapat
5 kluster propinsi yang dibandingkan dengan tingkat penetrasi secara Nasional.
Jabar, Riau*, & DIY adalah 3 propinsi yang
penetrasi internet, komputer, HP, & PSTN diatas penetrasi Nasional
LEGEND:
Penetrasi internet, komputer, HP, & PSTN dalam rumah tangga lebih tinggi dibandingkan Nasional
Penetrasi internet, komputer, & HP dalam rumah tangga lebih tinggi dibandingkan Nasional
Penetrasi internet & HP dalam rumah tangga lebih tinggi dibandingkan Nasional
Penetrasi internet dalam rumah tangga lebih tinggi dibandingkan Nasional
Penetrasi internet dalam rumah tangga lebih rendah dibandingkan Nasional
Sumber: diolah dari data BPS

50. Persentase Penetrasi Teknologi 2011
Dalam Rumah Tangga di Indonesia
Keterangan:
PSTN: Rumah Tangga yang memiliki PSTN
Komputer: Rumah Tangga yang memiliki komputer (PC, laptop, notebook, netbook)
Internet: Rumah Tangga yang mengakses internet dalam 3 bulan terakhir
Sumber: diolah dari data BPS
5,67
10,17
8,15
6,36
11,64
9,53
8,54
4,56
6,10
7,42
9,46
13,44
6,01
7,62
4,06
9,21
5,46
10,62
27,35
6,86
8,64
4,60
5,91
4,23
6,58
3,32
15,64
6,32
14,25
3,11
3,57
9,62
24,99
10,70
9,62
12,00
14,48
7,98
9,48
11,52
9,30
10,82
19,71
8,35
8,47
5,34
11,66
5,75
12,67
25,75
8,05
9,45
8,73
9,07
7,83
9,30
5,46
16,93
11,76
14,60
8,55
8,10
40,31
38,12
30,00
29,51
27,44
24,98
23,75
23,54
23,12
23,10
22,40
22,36
22,18
22,06
21,38
19,77
19,53
19,47
19,13
19,12
17,69
17,50
16,99
15,38
15,30
14,97
14,74
14,66
14,60
14,60
12,59
0,00
5,00
10,00
15,00
20,00
25,00
30,00
35,00
40,00
45,00
Bengkulu
DIY
Sumbar
Kalteng
Jabar
Riau*
Jatim
Sultra
Kalsel
Kalbar
NASIONAL
Kaltim
Babel
Sumut
NTT
Sulut
Lampung
Sulsel
DKIJakarta
Jateng
Sumsel
NAD
Jambi
Sulteng*
Maluku
NTB
Bali
Papua*
Banten
MalukuUtara
Gorontalo
PSTN KOMPUTER INTERNET

51. 0.38
3.40 3.80
0.60
6.80
8.40
11.90
9.50
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
PC Tablet Smartphone Komputer
JutaUnit
2010
2011
2012
”Konsumen ponsel di Indonesia diperkirakan bakal terus bergeser
menggunakan produk smartphone, menyusul penggunaannya yang dinilai
mampu mendukung gaya hidup fashion dan aktivitas sosial…”
Note: Komputer termasuk didalamnya Laptop/Netbook
Pertumbuhan Smartphone
di Indonesia
Sumber: diolah dari data Harian Bisnis Indonesia (Apkomindo & IDC)

52. Indonesia Internet Penetration
50 55 60 65 70 75 80 85 90 95 100
DKI Jakarta
Sulawesi Utara
Riau
D.I. Yogyakarta
Kalimantan Timur
Kep. Riau
Kalimantan Tengah
Sumatera Utara
Sumatera Barat
Sumatera Selatan
Bengkulu
Kep. Bangka Belitung
Jambi
Jawa Tengah
Jawa Barat
Bali
Aceh
Jawa Timur
Maluku
Sulawesi Selatan
Lampung
Sulawesi Tengah
Banten
Gorontalo
Sulawesi Tenggara
Kalimantan Selatan
Sulawesi Barat
Kalimantan Barat
Maluku Utara
Papua Barat
Nusa Tenggara Timur
Nusa Tenggara Barat
Papua
Internet Penetration = - 72,33 + 1,15 HDI
Indonesia Human Development Index
“Propinsi dengan HDI tinggi akan semakin meningkatkan probabilitas
penduduk untuk mengakses internet…”
Statistically Significant 0,05

53. Strategic
Areas
Green
Innovation
Life
Innovation
Asia
Tourism-
Oriented Nation
& Local
Revitalization
Science and
Technology
IT Oriented
Nation
Employment
& Human
Resources
Financial
Sector
New Growth Strategy 2010 – 2020

54. Kresnayana Yahyaprospek layanan kesehatan global54
END OF SLIDES
THANK YOU
Kresnayana Yahya
Email: kresna49@yahoo.com
Blog: http://www.kresnayana.com