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Wednesday, November 30, 2011

Konsep Merek Neolib

Masih ingatkah Anda, paham ekonomi apa yang dituduhkan dianut pasangan SBY-Budiono, oleh lawan-lawan politiknya pada Pemilihan Presiden 2009 lalu? Jawabannya adalah neoliberal. Neolib merupakan paham yang mengacu pada filosofi ekonomi politik akhir abad ke-20-an yang merupakan tindak lanjut dari liberalisme klasik.

Neoliberalisme lebih mengarah pada ekonomi pasar dan perdagangan bebas sehingga kecenderungannya yang kuatlah yang akan memenangkan persaingan. Paham ini juga meniadakan hambatan perdagangan internasional dan investasi sehingga semua negara lebih mudah untuk memasarkan produknya ke negara lain. Dan, sepertinya memang benar, Indonesia sekarang berada di naungan paham ekonomi neolib.

Besarnya jumlah penduduk di Tanah Air menjadi barang dagangan yang lalu dimanfaatkan oleh negara lain sebagai pasar produk-produk mereka. Sayangnya, kita sekadar menjadi pasar, bukan pemasar. Jadi, kita cuma bisa membeli barang-barang mereka di negara kita tanpa mampu memasarkan produk ke tanah mereka secara seimbang.

Pasar Indonesia saat ini banyak dikuasai oleh penganut konsep merek neolib, merek yang mampu mendikte pasar, sehingga konsumen takluk hatinya. Konsumen menjadi sangat percaya kepada mereka dan bersedia membayar lebih mahal, sehingga merek neolib tersebut bisa memperoleh laba tinggi tanpa saingan untuk jangka waktu yang lama. Laba mereka supernormal dan membuat mereka mudah menindas pesaing dan mengeksploitasi pikiran konsumen, dan jarang mau melakukan investasi sosial.

Penganut konsep merek neolib gampang kita temukan di  mal. Banyak sekali ritel merek asing yang bertengger di lantai-lantai strategis. McDonald’s, KFC, Dunkin’ Donuts, Starbucks, dan Pizza Hut adalah sedikit pemain global yang menguasai mal-mal di kota-kota besar negeri ini. Di Medan mereka ada, di Surabaya juga ada mereka, di Makassar pun begitu, apalagi di Jabodetabek. Amat disayangkan kita tidak memiliki restoran yang bisa mengalahkan McD atau kedai yang menaklukkan Pizza Hut.

Tak Nasionalis
Karena sifatnya neolib, peran badan usaha milik pemerintah seperti Sarinah pun tak ubahnya pencari keuntungan yang sebesar-besarnya tanpa memikirkan kepentingan-kepentingan lain. Sarinah yang milik pemerintah tidak mau “membantu” menyukseskan pengusaha-pengusaha lokal yang sebetulnya patut didorong. Apa jadinya kalau semua BUMN tidak memiliki strategi politik demi kepentingan nasional?

Marilah kita terbang ke Filipina dan belajar sejenak di sana. Begitu mendarat dan menjauhi bandar udara, silakan Anda cari McD. Di sana ada, tapi tidak akan semudah di sini. Sebab, Jollibee telah berkuasa di sana.

Pada akhir tahun 1970-an, Tony Tan Caktiong, pemilik kedai es krim kecil di kawasan menengah bawah, mendengar raksasa McDonald’s akan hadir di Filipina. Tan khawatir tokonya akan tergeser dan segera menyadari perlu perubahan untuk mengalahkan resto asal AS itu.

Tan pun akhirnya menerapkan teori Sun Tzu. Ia terbang ke AS untuk mempelajari seberapa besar, seberapa kuat, dan apa saja kekuatan musuhnya itu. Setelah beberapa minggu, ia kembali dan siap mengubah Jollibee. Resto kecilnya itu kemudian diubah menjadi besar, punya maskot, seragam warna-warni untuk kru, salam ceria, kentang dan ayam goreng, serta burger dengan harga jauh lebih murah.

Saat McDonald’s masuk ke Manila tahun 1981, pasar Filipina tidak melihatnya sebagai konsep yang aneh. Mereka sudah terbiasa dengan Jollibee. Pada tahun 1984, Jollibee sudah masuk 500 perusahaan top negara itu. Sebab, pada tahun 2005 saja, gerai Jollibee sudah tersebar di sembilan negara dengan total 1.186 lokasi, termasuk 120 gerai di Cina. Kini, barangkali jumlahnya sudah berlipat-lipat, dan McDonald’s tetap kalah dibuatnya.

Kemudian Lotteria asal Korea Selatan. Restoran cepat saji mirip McDonald’s yang dibuka Lotte Group pertama kali di Jepang pada September 1972 ini tersebar di berbagai sudut jalan di Korea. Restoran pertama di Korea dibuka di Seoul pada 25 Oktober 1979. Kini, Lotteria bisa ditemui tidak hanya di Korea dan Jepang, tapi juga di Cina, Taiwan, dan Vietnam. Dan Lotteria ini juga mengalahkan McDonald’s di negara asalnya, Korea Selatan.

Perang Merek
Melihat contoh-contoh resto lokal yang kemudian memenangkan pertarungan di pasarnya sendiri, kita menjadi rindu pada pemain-pemain lokal kita yang “kok enggak ada yang seperti Jollibee dan Lotteria”. Apalagi sekarang pasar Jakarta sudah mulai dipadati 7-Eleven yang dalam waktu singkat telah tumbuh belasan gerai dan sukses.

Karena itu, pemain lokal sebaiknya banyak belajar pada Jollibee dan Lotteria. Kita percaya kedua merek itu memahami betul pasar lokal, memiliki keunikan konsep, dan pintar menangkis serangan-serangan lawan. Starbucks, Coca-Cola, Harley Davidson, dan McDonald’s jelas memiliki daya tarik yang sangat besar dalam pikiran konsumen.

Menembus pertahanan mereka jelas tidak gampang. Kita harus menciptakan relasi yang kuat dengan segmen pasar tertentu dari suatu pasar yang massal. Merek yang diciptakan harus memberikan aneka manfaat kepada aneka ragam konsumen dalam sebuah pasar. Lihat saja Coca-Cola dengan “The Real Thing”, jelas sangat relevan dengan aneka ragam situasi dan kesempatan.

Untuk menembus merek “neolib” tentu sangat memeras pikiran dan keringat. Desain pengembangan merek harus ditujukan kepada beraneka ragam jenis konsumen dan dengan motif mengonsumsi yang berbeda-beda. Konsep eksplorasi nilai, penciptaan nilai, dan komunikasi nilai di antara berbagai segmen yang berbeda harus mendapat perhatian besar dari pemasar. Komunikasi nilai jelas harus mengandung manfaat fungsional maupun emosional.

Kalau konsep di atas bisa kita implementasikan, peluang mengalahkan merek neolib akan sangat besar, tapi tidak mudah. Jadi, jangan serahkan pasar kita ke pihak asing, terutama yang mejadi penganut konsep merek neolib. Berjuanglah! (www.marketing.co.id)
http://www.marketing.co.id/2011/11/22/konsep-merek-neolib/

Tuesday, November 29, 2011

Top 5 Aktivitas Online di Asia Tenggara

Top 5 online activities in South East Asia
Indonesia. Empat dari lima kegiatan teratas berasal dari berbagai hal yang dilakukan lewat situs-situs media sosial. Hal ini menunjukkan bahwa orang Indonesia gemar bercakap-cakap dan berinteraksi di media sosial.

Malaysia. E-mail masih menjadi hal yang paling sering dilakukan negara yang terkenal lewat perusahaan minyaknya ini. Berita dan pemanfaatan situs pencari menunjukkan bahwa rasa ingin tahu masyarakat Malaysia cukup tinggi.

Filipina. Sama seperti Malaysia, e-mail masih menjadi aktivitas utama negara asal penyanyi Christian Bautista ini. Penggunaan fasilitas-fasilitas media sosial masih lebih tinggi dibanding kegiatan membaca berita dan bercakap-cakap lewat pesan instan.

Singapura. Penggunaan e-mail masih menjadi kegiatan utama di negara yang menjadi pusat perdagangan Asia Tenggara ini. Dominasi pemanfaatan situs pencari dan berita menunjukkan bahwa negara yang merupakan salah satu tujuan studi masyarakat Indonesia ini memiliki rasa ingin tahu yang cukup tinggi.

Thailand. Seperti Malaysia, Filipina, dan Singapura, penggunaan e-mail masih menjadi kegiatan utama masyarakat negeri Gajah Putih ini di dunia maya. Namun, ada sebuah hal unik yang membedakan Thailand dibanding negara Asia tenggara lainnya. Adalah kegemaran masyarakatnya akan berkomentar dan berdiskusi tentang produk dan brand. Mungkin inilah salah satu alasan bahwa produk-produk replika (KW) asal Thailand punya kualitas tinggi.

Vietnam. Membaca berita dan memanfaatkan situs pencari adalah kegiatan utama masyarakat Vietnam dalam berselancar di dunia maya. Namun, hal ini tidak menunjukkan masyarakat Vietnam yang selalu serius. Bermain game online dan mendengarkan musik secara online juga menunjukkan bahwa negeri komunis ini juga menikmati fasilitas hiburan yang tersedia di internet.
http://salingsilang.com/baca/top-5-aktivitas-online-di-asia-tenggara?utm_source=dlvr.it&utm_medium=twitter

E-Commerce in Asia Pacific: Big Opportunity for a Growing Region

E-Commerce in Asia Pacific: Big Opportunity for a Growing Region

By Joe Nguyen

Retail and Travel Reach
Tis the season for holiday shopping, and across the globe more people are turning to the Internet to make their purchases – particularly in the retail sector. E-commerce is traditionally led by travel transactions and purchases, but towards the end of the year in the U.S., retail e-commerce picks up. E-commerce can equal big bucks – take for instance the recent record the U.S. hit in holiday spending when the country experienced its first day on record of achieving more than $1 billion (USD) in e-commerce sales on a single day during Cyber Monday (November 29). This highlights the opportunity the digital channel holds for retailers.

In Asia Pacific, visitation to retail sites has achieved a much higher market penetration than travel – which tends to be the gateway and primary category in online purchasing. In most markets, more than half of Internet users frequented a retail destination in October, while in most cases less than half frequented a travel site. Looking at which markets were most retail savvy, Japan topped the list with 80 percent of its online population visiting a retail site in October, followed by Australia (76 percent) and South Korea (72 percent). Singapore achieved the highest percent penetration for travel with 52 percent reach, followed by New Zealand and Australia at 48 percent and 43 percent; these markets have retail penetration rates of 64 percent and up. It’s interesting to note that just because a market exhibits high propensity for utilising retail sites, does not necessarily mean they are as willingly to frequent travel sites, with large differences in these two activities seen in several markets including Japan, South Korea, Vietnam, and Taiwan.


In Consuming Retail Content – Females Take the Prize
In most markets across the region, women were more likely to consume content at retail sites than men, with Taiwan, Hong Kong, Singapore, and Japan showing strong disparity in page consumption. On the flip side, Vietnam and the Philippines showed males much more likely to consume pages of retail content than females. For brands looking to develop engaging content on their sites, understanding viewers from a demographic and behavioural standpoint is critically important.

The Future of E-Commerce: A Promising Outlook
At this point, e-commerce revenues in Asia Pacific are still not comparable to the Black Fridays and Cyber Mondays, but increasing traffic to retail sites means more shopping, which will result in more buying – online or offline. The e-commerce channel holds incredible potential for brands and retailers across the region and for some markets in particular. For brands attempting to access and capitalise on the online channel as a way to reach consumers and their wallets, it’s important to remember several things when building your digital commerce strategy:
  • Know your target audience and where to find them: Understanding who your key audiences are, including their demographic characteristics, what online sites and categories they visit, and what digital content they spend time consuming, will help you reach and engage your audience more effectively, especially for smaller or less-known brands.
  • Create a secure environment: In many markets, consumers still face a lack of confidence in conducting secure transactions online. Developing a secure environment and providing consumers with transparency in your purchasing policies can help build trust in the channel and make the differences if a consumer buys from you or your competitor.
  • Online presence can equal offline sales: It’s important to remember that not all people will buy online, but many will in fact research and browse online and make the actual purchase offline. So even if you don’t plan to sell your goods digitally, having a digital brand presence is increasingly important to savvy shoppers.
  • The payment gateway is key: Credit cards are not “King” in many markets in Asia Pacific for e-commerce, because not everyone has one (or two). Alibaba.com has Alipay to connect to banking debit accounts and is one of the main reasons for its success. Other markets are following a similar debit rather than credit route.
E-commerce in Asia Pacific is growing as our company also highlighted in a recent press release that the U.S.-focused Cyber Monday also attracted a lot of international shoppers. Nearly 6 percent of the billion dollar hoard on that day came from people living outside of the U.S., but shopping at U.S. websites. This is a consistent 6 percent trend that also occurred last year in 2009 – but last year’s 6 percent was out of $887 million whereas this year’s 6 percent was out of $1.028 billion…and I, for one, did my part and bought online from U.S. retailers on Cyber Monday.
http://blog.comscore.com/2011/01/e-commerce_in_asia_pacific.html

Monday, November 28, 2011

Pembelanja Indonesia Makin Impulsif

Image 
Sejak 2003 hingga 2010 terjadi beberapa perubahan karakteristik pembelanja Indonesia. Selain semakin impulsif, pembelanja Indonesia kini tidak lagi didominasi perempuan. Oleh karena itu, lembaga riset Nielsen dalam laporan “Shopper Trends” merekomendasikan agar produsen dan pengecer memahami perubahan ini untuk menciptakan komunikasi dalam toko atau channel sehingga dapat secara efektif mendorong pembelanja untuk membeli.

Menurut Nielsen, pada 2003 pembelanja yang tidak merencanakan berbelanja—namun akhirnya membeli ketika berada di toko—atau disebut juga sebagai impulsive buyer, hanya berjumlah 10%. Angka ini meningkat signifikan menjadi 21% pada 2010. Sebaliknya, pembelanja yang merencanakan dengan pasti barang yang akan dibelinya dan tidak pernah membeli item tambahan justru semakin menurun, dari 15% (2003) menjadi 5% (2010).

Sementara itu, perubahan lain yang terjadi adalah, bahwa satu dari empat orang pembelanja utama sekarang adalah pria. Berdasarkan hasil riset Nielsen, 74% pembelanja utama memang perempuan, namun jumlah pembelanja utama pria juga makin meningkat.

Associate Director of Retailer Service Nielsen Febby Ramaun mengatakan meskipun pria menjadi pembelanja utama, sebagian besar dari mereka tetap berkarakter grab and go, yang mana mereka langsung mencari dan membeli seketika waktu mereka menemukan barang yang dibutuhkan. “Sebanyak 35% pria lebih banyak yang grab and go, dibandingkan perempuan yang lebih senang mengelilingi toko sebelum memutuskan untuk membeli barang yang dicarinya. Dan kaum pria juga punya kemungkinan melakukan pembelian yang lebih tinggi dibandingkan perempuan,” kata Febby.

Dari sejumlah perubahan itu, lanjut Febby, ada satu hal yang tidak berubah yaitu bahwa pembelanja Indonesia tetap berbelanja di tiga sampai empat toko atau trade channel, tergantung tujuan kedatangan mereka. Hasil riset yang dilakukan dengan teknik tatap muka ini juga membuktikan bahwa 21% pembelanja yang mengunjungi toko datang karena mereka tertarik pada penawaran promo dan kupon yang dipromosikan di koran dan flyers.

Febby juga menambahkan bahwa kedekatan lokasi toko dengan pemukiman adalah kunci sukses bagi peritel, karena otomatis akses belanja para pembelanja menjadi lebih mudah. “Namun demikian, peritel tetap perlu mengadopsi beberapa metode promosi untuk menarik minat pembelanja,” imbau Febby. (Marina) 
http://mix.co.id/index.php?option=com_content&task=view&id=727&Itemid=144

Top 3 online spaces in Indonesia: Internet Cafes, personal smartphones and home PCs

via
Rather than looking at what devices people use to access the internet, I like the idea of looking at spaces where people access the internet. 
 
In emerging economies like Indonesia, India, and China, internet cafes have long been a popular social space among youth to meet-up and hang out. It's no wonder that homes are the least popular. Parental control makes it almost impossible for youth to have the same experience they would in an internet cafe.
http://www.mobileyouthideafactory.com/top-3-online-spaces-in-indonesia-internet-caf

Friday, November 25, 2011

QSS : Sistem Jaminan Kepuasan Pelanggan

Jaminan kepuasan pelanggan?
Siapapun pelanggannya pasti menginginkan suatu jaminan kepuasan atas produk/jasa yang akan dia terima dan uang yang telah dibayarkan. Di satu sisi, pengusaha perlu memikirkan suatu sisitem yang dapat memberikan jaminan itu 100%. Bila perlu 101%!

Untuk memasarkan suatu produk atau jasa secara efektif, Napoleon Hill dalam bukunya Think & Grow Richmenjelaskan bahwa seorang pelaku bisnis dalam melayani konsumennya harus memakai dan mengikuti suatu formula yang disebut “QQS”. QQS artinya Quality, ditambahQuantity dan ditambah Spirit kerja sama, menghasilkan sebuah layanan penjualan yang sempurna. Ingatlah formula “QQS” ini, tetapi yang lebih penting -terapkan sebagai suatuu kebiasaan!

Analisa formula tersebut untuk memastikan bahwa Anda benar-benar mengerti apa maksudnya.
  • Quality atau kualitas pelayanan berarti penampilan setiap detail produk / jasa yang Anda tawarkan.
  • Quantity atau kuantitas pelayanan berarti kemampuan Anda dalam melayani berapa banyak konsumen sepanjang waktu sesuai dengan keahlian dan pengalaman Anda.
  • Spirit pelayanan berarti juga kebiasaan berprilaku menyenangkan dan harmonis, yang akan mendorong kerja sama dari rekan dan para pegawai.
Untuk mempertahankan bisnis Anda agar tidak kalah bersaing tidak cukup hanya dengan kualitas dan kuantitas pelayanan yang memadai.Spirit yang Anda tampakkan dalam memberikan pelayanan adalah faktor yang sangat menentukan dalam hal ini.Seperti juga yang disampaikan oleh Andrew Carnegie, bahwa spirit keharmonisan antara Anda dan pelanggan adalah kunci utama dalam bisnis pelayanan.

Pentingnya kepribadian yang menyenangkan tidak hanya harus disadari oleh Anda sebagai pimpinan bisnis, tetapi juga oleh seluruh staf di bawah sistem Anda. Jika bisnis Anda memiliki spirit keharmonisan ini, aset ini seringkali dapat menutupi kekurangan Anda dalam hal kualitas dan kuantitas yang Anda berikan. Intinya, tidak ada hal lain yang bisa menggantikan sikap yang menyenangkan dalam bisnis.
 http://sme.marketing.co.id/2011/11/24/qss-sistem-jaminan-kepuasan-pelanggan/

Thursday, November 24, 2011

Case Study: How Online Ad Campaign Success Varies by Site Type

 November 8, 2011
Nielsen recently analyzed an online CPG campaign geared towards women 25-54 that ran across three ad networks and a women’s interest site. The study showed the campaign successfully reached its intended audience only 27 percent of the time and instead was most often viewed by older demographics outside of the desired group.

Even more surprising was the degree of variability between the different media sellers. Nielsen found that while the three ad networks reached the campaign’s intended audience 20-30 percent of the time, the women’s interest site, due to its audience composition, was most successful at delivering the intended audience.
ocr-wire-effectiveness
http://blog.nielsen.com/nielsenwire/online_mobile/case-study-how-online-ad-campaign-success-varies-by-site-type/

Social media has diverse role

Brand owners around the world are adopting a wide range of social media technologies but only a small number can claim to be "fully networked", a study by McKinsey has found.

The consultancy polled 4,261 executives globally, and discovered that 50% of the firms represented now have an official presence on the networks, up from 40% in 2010.

Official blogs logged 41% in terms of uptake, ahead of video-sharing sites like YouTube on 38% and microblogging platforms, including Twitter, on 23%, all of which recorded growth year on year.

Adoption rates proved strongest in the high tech and telecoms sector on 86%, with business services on 77%, pharma companies on 74% and retailers on 69%, according to the study.

When discussing the in-house benefits of deploying such tools, 74% of contributors agreed it was quicker to access knowledge, 58% cited lower communications costs and 51% suggested it was easier to tap internal experts.

Focusing on client-facing activities, 69% of the sample pointed to greater marketing effectiveness, 47% reported higher customer satisfaction and 43% said that marketing spend was lower as a result.

Currently, 78% of companies are still "developing" when it comes to deriving an advantage from their social activities, 12% are enjoying meaningful improvements on client-based metrics and 7% have mainly seen in-house benefits.

A modest 3% of operators were considered to be "fully networked", or exploiting the complete range of favourable outcomes following on from leveraging social properties.

McKinsey also revealed there were "statistically significant correlations" between self-reported corporate performance and implementing two core business practices in this area.

The first was using these mediums to "scan the external environment", pursued by 75% of firms on at least one platform, peaking at 40% for social networks, 29% for blogs and 13% for microblogs.

But the second such discipline, "matching staff to set tasks", was much less widespread on 29%. Other common uses of social sites were finding new ideas on 73%, and managing projects on 55%.

Looking ahead five years, 35% of the panel said boundaries between employees and customers would blur, 32% thought data will become more important to decision-making, and 27% predicted organisational structures could flatten out.

Data sourced from McKinsey; additional content by Warc staff, 24 November 2011
http://www.warc.com/News/Default.aspx

Wednesday, November 23, 2011

Thrill of the Chase: Best-Liked Ads of Q3 2011 Depict Pursuit of Love

In Q3 2011, the best-liked TV creatives for men and women were all about the chase, as Nielsen research showed both genders enjoyed ads that represented the often elusive pursuit of love. For women, the most-liked ad was for Chevrolet Cruze Eco in which a man’s “Janet Marry Me” plane banner kept flying behind buildings, foiling his marriage proposal attempts. Guys also showed their sentimental side; their favorite was a Staples commercial where Rico Rodriguez (known for his role on ABC’s Modern Family) fails to get a girl’s phone number with his new pens.

Ads for charitable causes also made their mark on TV viewers in Q3. Overall, MasterCard’s Stand Up to Cancer ads, featuring Ray Romano, took the top spot. The Yoplait “Save Lids to Save Lives” commercial also popped out as a well-liked ad overall.
TopAds
http://blog.nielsen.com/nielsenwire/media_entertainment/thrill-of-the-chase-best-liked-ads-of-q3-2011-depict-pursuit-of-love/

Moving From Consumer Insight to Action


We always have talked about how best to approach a host of business challenges, such as segmentation, branding and innovation. But we all recognize as the name of our company suggests, that conducting great research is only part of the answer. If insight is not managed and presented in a way that encourages positive and presented in a way that encourages positive change and business growth, then it’s a waste of time and money for all concerned.


 So how do you ensure that insight encourages positive change that can really lead to business growth? While agencies can and certainly do help with this (some perhaps do it more than others), previous research suggest that it is client-side insight managers who spend most of their time focused on this. Many agencies spend much of their time focused on the delivery of the research itself. So those at the sharp end asked some client insight managers for their thoughts on this crucial issue How do you drive your research through the business so that is an effective driver of change?

Is everyone on Board?
It clearly implies that stakeholders, particularly the senior ones, need to be engaged with the research upfront to maximize the chance of success. One or two clients said that it was really not a problem they faced. These were not people with especially large egos. Rather, these fortunate insight managers were in particularly consumer focused organizations that had consumer-oriented brand goals hardwired into their business planning. As a result, insight was highly thought of and closely integrated into business and marketing decisions.

There is nothing like meeting the customer
We all work hard to convey the opinions of consumers and customers to our stakeholders. But clients say there really is nothing to rival having stakeholders experience the customer for themselves. The more that stakeholders life experiences diverge from consumers, the more this holds true. There are many ways to do this, from making engaging videos of customers, to co-creation sessions, and having actors share their in character thoughts and experiences with stakeholders through to immersing stakeholders in the customers world. This immersion can take several forms, whether virtual – via blogs, online diaries and direct online interaction, to consumer diaries or collages or simply spending an hour, a day or a week with a consumer.

Some ways to “deliver”
This is all well and good. But at some pint, and in some way, we still need to share insight in a way that drives action over a period of time in a series of meetings, a presentation, a workshop, a document. It is clear that a lot of thought needs to go into working out what will work best. Clients mentioned a range of elements that can help to move the organization from insight to action. First of all, clients suggested getting stakeholder to thing upfront about their pre conceptions and what they expect the research to say. If the results are different, this encourages stakeholders to understand why things look different and to dig into what that implies for their next steps.

Clients also cited workshops, often run by external people. Workshops can mean different things in different businesses, but they are mentioned frequently as a key method for driving action. Many clients recognize that a number of different meetings are needed to get from insight to action. Rather than sharing masses of slides with everyone, some do one short overall presentation of the headlines to the full team and follow this with a series of smaller, more focused workshop style sessions with the relevant team members for specific brands or products. Having a broad mix of people at the larger sessions such as people from different internal functions, and partner agencies (design, PR, web, media planning, advertising, etc) combined with very clear, tangible goals for the meeting, leads to greater creativity.

Instead of thinking in terms of research driven workshop, some clients work hard to embed insight teams into the broader business processes. So that research simply becomes an automatic and integral part of what is done. Sometimes a short one to one with a key influencer can have as much effect as a longer workshop. Finally, some things that may seem incidental at the time of creation can make a massive difference in the long run like nicely printed, highly portable summary documents that actually get taken to meeting.
Pic:
http://brandmediastrategy.com/tag/consumer-insight/
Source:

Tuesday, November 22, 2011

Breaking Dawn Top Trending Pekan ke-3 November

TernPekan3November
Statistik Salingsilang.com mencatat Breaking Dawn, sebagai kata kunci top trending topic Twitter dalam pekan ke-3 bulan November. Breaking Dawn adalah adaptasi dari novel karya Stephenie Meyer, yang merupakan sekuel terakhir dari film Twilight, yang pernah dilaporkan situs ini beberapa saat lalu.
Film yang sedang diputar di beberpa gedung bioskop di Jakarta ini mulai menonjol dipercakapkan tweeps, sejak Selasa 15/11/2011, dengan 841 twit. Terus menanjak dan mencapai puncaknya pada Jumat 18/11/2011 dengan 6.197 twit akumulatif.

Kata kunci yang lain adalah Sea Games. Cerita seputar perhelatan olah raga bangsa-bangsa Asia Tenggara ke -26 yang berlangsung di Jakrta dan Palembang 11-22 November ini, memang seperti tak henti dipercakapkan Tweeps. Perkembangan perolehan medali, mengajak teman untuk menyaksikan salah satu cabang olah raga yang dipertandingkan, sampai lelucon seputar SEA Games, mewarnai percakapan dengan kata kunci Sea Games.

Yang cukup menarik adalah munculnya kata kunci Rahina Saraswati dalam jajaran top trending topic pekan ini. Kata kunci tersebut diramaikan oleh hampir semua Tweeps yang berlokasi di Bali. Beberapa orang menyebut 19/11/2011 adalah hari raya Saraswati, @anadhanuantari dari Bali menyatakan “Selamat hari raya saraswati ya RT"@idaayuwulandari: Rahajeng Rahina Saraswati teman teman sentrico @devy_ratnaa @madelaras @nyoman_ame.

Kata kunci Rahina Saraswati muncul sejak 18/11/2011 dengan 595 twit.
http://salingsilang.com/baca/breaking-dawn-top-trending-pekan-ke-3-november

Monday, November 21, 2011

Iklan Offline Untuk Mendukung Bisnis Online


Tingkatkan Traffic. Hasilkan penjualan. Naikkan profit.

Bagi bisnis yang menggunakan website, kata-kata di atas adalah pemacu semangat. Tapi sejumlah pengusaha malah tak  berhasil mewujudkannya.

Hal ini karena ada semacam kode tak tertulis dalam iklan melalui web. Anda hanya akan berhasil di internet jika Anda menggunakan metode iklan online seperti search engine, banner dan membeli ruang iklan online. Memang ini bisa jadi salah satu  cara marketing namun sesungguhnya ada cara lain yang patut dipertimbangkan : beriklan secara offline.

Jadi, meski bisnis Anda sudah online, bukan berarti cara beriklan secara offline sudah tak diperlukan lagi.

Ada 3 media beriklan secara offline yang cukup berharga untuk mengarahkan audiens  ke webiste bisnis Anda :

1. Media cetak.
Kategori ini meliputi majalah, flyer, yellow pages, koran, brosur, poster, spanduk, billboard, papan iklan, bahkan kartu nama pun mampu menjadi media beriklan. Dengan mencantumkan alamat website  Anda di media offline tersebut, maka harapannya adalah audiens menjadi tertarik untuk mengunjungi web site Anda.
Media apapun yang anda pilih dalam kategori ini, Anda dapat mengubah konsumen potensial anda menjadi konsumen online setelah mereka mengetahui alamat website yang anda sertakan dalam iklan tercetak tersebut. Gunakan cara-cara yang menarik untuk mengarahkan mereka ke website Anda. Mungkin dengan memberikan diskon atau bonus bagi pembeli online, atau setidaknya informasi yang lebih ‘menjawab’ terhadap keingintahuan calon konsumen. Jadi buatlah agar pembeli Anda akan mendapatkan ‘sesuatu’ yang berharga jika kemudian berkunjung secara online.

2. Iklan radio.
Spot iklan radio selama 30 atau 60 detik bisa saja dijadikan sarana untuk beriklan. Keuntungan beriklan di radio adalah Anda dapat mentarget audiens.  Kelompok umur tertentu dengan gaya hidupnya biasanya melekat dengan format radio tersebut. Misalnya, ada radio yang mentarget anak muda, ada pula yang mentarget kaum profesional, atau mix dari  beberapa kriteria.
 
Komponen kunci dari iklan komersial radio Anda setidaknya mencakup nama, alamat, nomer telepon dan pesan yang menjual. Dan, jangan lupa sertakan ajakan kepada pendengar untuk berkunjung ke website Anda. Ulangi alamat website Anda setidaknya dua kali, dan katakan apa yang akan mereka peroleh jika berkunjung ke website tersebut.

3. Televisi.
Beriklan di televisi memang mahal. Jika budget iklan anda terbatas, anda bisa mengandalkan pada televisi lokal. Jika ingin membidik audiens yang lebih spesifik, misalnya Anda menjual produk keperluan olahraga, maka akan lebih  bermanfaat jika Anda beriklan melalui saluran televisi yang dominan programnya adalah olahraga.
 
Iklan komersial dan infomersial dapat menjadi sarana promo web site anda. Asalkan Anda tak lupa untuk menampilkan alamat website Anda dan mudah kelihatan oleh pemirsa.

Demikianlah, teknologi memang memaksa kita menyesuaikan diri dalam menggunakannya agar maksud dan tujuan beriklan dapat diraih seperti yang kita rencanakan.
sumber : about.com
http://iloveads.marketing.co.id/2011/09/22/iklan-offline-untuk-mendukung/

What Hour Puts the “Prime” in Primetime for Asia Pacific Viewers?

 November 9, 2011

For the majority of countries in Asia Pacific, official primetime television starts at 6pm and finishes at 11pm*. Taking a closer look at viewing habits around the Asia Pacific region, however, the time slot when the bulk of viewers tune in is between 8pm and 9pm, when close to one third of the Asia Pacific# population (32%) is watching television. The first hour of primetime, from 6pm to 7pm, garners the fewest number of viewers, with only around one in five (21%) watching television at that time.
primetime-asia-pacific
Country by country, peak viewing times vary somewhat:
  • South Korea has the latest viewing peak, with the highest proportion of viewers (26%) tuning in between 10pm and 11pm
  • New Zealand and Australia have the highest proportion of viewers tuning in at any particular time – on average, 40 percent of New Zealanders and Australians watch television between the hours of 8pm and 9pm, closely followed by the Philippines with 39 percent
  • New Zealand has the highest number of viewers outside of the 8pm to 9pm peak time – between 7pm and 8pm 39 percent of New Zealanders tune in to their televisions and the 6pm to 7pm time slot also enjoys around 35 percent of New Zealand viewers
  • Malaysia has the largest proportion of late night viewers, with one quarter of Malaysians still watching television between the hours of 11pm and midnight
  • Filipinos are the most likely to tune in to daytime television – more than one in five (22%) watch television between 12pm and 2pm.
 http://blog.nielsen.com/nielsenwire/online_mobile/what-hour-puts-the-prime-in-primetime-for-asia-pacific-viewers/

Friday, November 18, 2011

Menyikapi Konsumen 'Bawel' di Media Sosial

Biasanya layanan konsumen dari suatu produk atau layanan jasa, disediakan melalui jalur khusus oleh pihak perusahaan. Konsumen yang ingin komplain tentang produk atau layanan tersebut bisa menghubungi alamat kontak yang disediakan si perusahaan. Tapi kini, dengan adanya media sosial, komplain bisa terjadi di sana dan bisa dilakukan kapan saja.

Tidak jarang perusahaan memiliki akun di media sosial, tetapi tidak ada administrator yang mengendalikan akun tersebut. Komplain konsumen bukannya terselesaikan, malah bisa jadi meluas karena dialog di media sosial -  seperti diskusi di dinding Facebook atau lewat linimasa Twitter - bisa terpantau publik, sehingga pasti berpengaruh terhadap citra si perusahaan.

Menurut sebuah survei Market Tools yang dilaporkan eMarketer.com, ternyata masih ada perusahaan yang tidak sadar kalau  produk atau layanan mereka dibicarakan di media sosial. Dalam grafik di samping ini, tercatat ada 22% dari responden yang tidak tahu kalau ada konsumen mereka yang komplain di media sosial. 34% dari mereka mengakui memang ada komplain di media sosial, sedangkan 44% sisanya percaya bahwa produk atau layanan mereka tidak dikomplain di media sosial.

Survey Market Tools Perusahaan yang konsumennya adalah perusahaan lainnya (business-to-business) memang paling jarang mendapat komplain melalui media sosial. Biasanya hubungan di antara mereka lebih privat dan memiliki jalur tersendiri. Tetapi bagi perusahaan yang konsumennya adalah masyarakat umum, komplain seperti ini cenderung lebih sering terjadi.

Bagaimana dengan respon mereka terhadap komplain konsumen di media sosial? Menurut survei ini pula, tergambar bahwa perusahaan cukup memberi respon terhadap komplain konsumen. Dari dua media sosial yang dijadikan contoh, Facebook dan Twitter, tampak bahwa hanya 14% yang tidak pernah dan 3% yang jarang merespon komplain di Facebook. 25% responden menyatakan mereka selalu merespon, dan 29% lainnya menyatakan sering merespon.

Sedangkan di Twitter, hanya 18% yang selalu merespon, dan 24% yang menyatakan sering merespon. 25% lainnya menyatakan tidak pernah merespon komplain di Twitter, 4% lainnya menyatakan jarang. Dari Twitter ini tampak lebih banyak perusahaan yang mengabaikan komplain konsumen daripada yang merespon. Dibandingkan dengan Twitter, komplain di Facebook ternyata lebih sering direspon.

Menurut hasil survei lain yang relevan, pengguna Twitter memiliki kecenderungan ingin direspon. Tweeps yang disurvei menyatakan perusahaan yang merespon komplain cenderung menjadi favorit mereka, dan hal ini mendorong mereka lebih percaya pada produk atau layanan yang ditawarkan. Jika ternyata respon lebih banyak muncul di Facebook, fakta ini mungkin tidak akan memuaskan konsumen. 

Merespon komplain di ruang publik seperti di media sosial memang mendatangkan dilema tersendiri. Blog sysomos.com menyarankan, perusahaan harus mengembangkan kebijakan yang jelas mengenai bagaimana menangani komplain di media sosial. Mereka harus memiliki prosedur yang memudahkan dalam mengidentifikasi, mengkategori, dan memprioritaskan jenis komplain seperti apa yang harus segera ditangani.
Di saat yang sama, perusahaan juga harus membuat strategi untuk memudahkan penyelesaian komplain 'kecil' yang tidak harus ditangani secara intensif, misalnya dengan menyediakan halaman kumpulan jawaban (FAQ - Frequently Asked Questions) terhadap pertanyaan/komplain yang sering muncul. Bisa juga mengembangkan forum khusus, atau memanfaatkan aplikasi pihak ketiga seperti getsatisfaction.com yang menyediakan layanan konsumen secara daring. 

Blog sysomos.com menggarisbawahi satu hal, konsumen ingin suara mereka didengar. Respon perusahaan yang terpenting adalah meyakinkan konsumen bahwa mereka memang beritikad baik untuk mendengarkan suara konsumennya. Peduli terhadap suara konsumen jangan hanya jadi slogan.
http://salingsilang.com/baca/menyikapi-konsumen-bawel-di-media-sosial

Thursday, November 17, 2011

Global Holiday Shopping: Books, Clothing and Tech to Crowd Santa’s Sleigh

November 15, 2011

Nearly three-quarters (73%) of consumers around the world expect to spend the same amount or less on holiday gifts compared to last year, according to a recent Nielsen global survey of online respondents in 56 countries. The survey shows that nearly half (48%) of global respondents expect to spend about the same amount of money, one-quarter (25%) plan to spend less and 11 percent expect to spend more. Fifteen percent don’t know or do not purchase holiday gifts.

Consumers planning to spend more than last year on holiday gift giving are in the minority, but those that are planning to increase spending are concentrated in the Asia Pacific and Middle East regions. Europe dominates the top 10 list of countries with the largest percentage of consumers planning to spend less this year.
Top 10 Countries with Consumers Intending to Spend More than Last Year on Holiday Gifts
Percent of consumers planning to spend more on holiday gifts
Indonesia 24%
Vietnam 23%
India 21%
Brazil 21%
Egypt 19%
China 17%
Saudi Arabia 17%
Peru 16%
Philippines 15%
Pakistan 15%
Source: Nielsen Global Holiday Spending Expectations, Q3 2011 Global Online Survey
Top 10 Countries with Consumers Intending to Spend Less than Last Year on Holiday Gifts
Percent of consumers planning to spend less on holiday gifts
Portugal 67%
Greece 57%
Ireland 57%
Hungary 48%
Italy 48%
South Africa 46%
Mexico 45%
Romania 43%
USA 41%
UK 38%
Source: Nielsen Global Holiday Spending Expectations, Q3 2011 Global Online Survey

Books, Technology and Clothing Top Gift-Giving List
The product categories likely to get a sales boost this holiday season include books, clothing and technology, where more than half of global online consumers expect to spend more or about the same as last year.
holiday-shopping_2011
Regionally, holiday shopping preferences vary for the top five gifts where consumers plan to increase spending compared to last year. Technology products are at the top of the list in Asia Pacific and Middle East, toys in North America, books in Europe and clothing in Latin America.
 
Top 5 Gifts on Which Consumers Plan to Spend More
Asia Pacific Europe Latin America Middle East/Africa North America
Technology Books Apparel Technology Toys
Apparel Toys Vacation Apparel Gift Cards
Books Technology Technology Books Technology
Vacations Apparel Books Bedroom/Bathroom Accessories Apparel
Jewelry Vacation Bedroom/Bathroom Accessories Vacation Video Games/Consoles

While holiday traditions and celebrations differ across the globe, celebrating within a holiday budget is universal. Many consumers still grappling with a sense of economic uncertainty are in a recessionary mindset. As a result, continued spending restraint in many parts of the world will likely have an impact on consumers’ holiday gift-giving budgets.
http://blog.nielsen.com/nielsenwire/consumer/global-holiday-shopping/

Wednesday, November 16, 2011

We got a crush on you(th)! involving influential Gen Y'ers from 15 global cities to learn why something is cool

Simona Sbarbaro, Joeri Van den Bergh, Elias Veris and Tom De Ruyck
MTV Networks, Italy and InSites Consulting, Belgium

IT’S SO UNCOOL TO THINK YOU’RE COOL

At the end of the 1980s and start of the 1990s youth marketing was on the rise. Marketers were in search of new segments and target groups to conquer and to them the young consumer was a rather easy target. If only you shouted hard enough through specific youth media like MTV that you ought to use brand X to be a cool hipster or sexy chick, your success was guaranteed. Commercial media were relatively new, global brands were by definition cool and young people loved to submerge in consumerism. Buying stuff made them feel independent and grown-up. And yuppie culture endorsed the glamorous appeal of brands that dictated how to dress, behave, walk and talk.

Today, twenty years later, things have dramatically changed. This new youth generation, called Generation Y or Millennials, has been bombarded with commercial messages from their birth. They have learned to filter out all those loud marketing messages and their parents empowered them to have an opinion of their own and never merely believe whatever somebody is proclaiming. But the global brands are still there. So are the commercial media. And there must be countless times more choice of both. To survive in a cluttered and fragmented world flooded with products and alternatives, today’s youth uses collective peer wisdom and social connections. They believe in what their best friends and parents are telling them and self-consciously explore the roads they want to take rather than follow whatever the next image advertising wants them to believe.

And what are brands to do now? They have lost their role model or oracle status. Although the current youth generation still embraces cool brands, the ones that just claim they are cool won’t even reach their radar. They decide themselves what’s cool and what’s not. “Coolness” is not a brand personality trait that you can deliberately plan or chase. You have to earn the status of ‘cool brand’.

THE CRUSH MODEL AS A BACKBONE

In How Cool Brands Stay Hot. Branding to Generation Y, Joeri Van den Bergh and Mattias Behrer describe a model, based on years of youth experience and quantitative Gen Y research in several European markets, to connect with this new generation of consumers (Van den Bergh, Behrer, 2011). The brand CRUSH model (see figure 1) summarizes the five aspects that are key in developing branding strategies with Generation Y.
The five components of the CRUSH model are:
  1. Coolness: What does it mean to be a cool brand for this generation? How do you achieve a cool status and why should you bother?
  2. Realness: Brand authenticity is a key aspect that discerns long-term winning brands from fads. With Generation Y, authenticity is attained in another way than the traditional approach of claiming origin, heritage or history.
  3. Uniqueness: A clear positioning based on a sustainable brand DNA will increase impact among youngsters. This generation is craving for anchor brands in a fragmented world. But how do you assert uniqueness when most innovations are copied within a couple of months’ time?
  4. Self-identification with the brand: Gen Yers will only feel emotionally connected with your brand when it feels like a friend to them. This implies that your brand should reflect their diverse lifestyles. A better understanding of their identity construction will make your brand fit in with youths’ lives while embracing diversity.
  5. Happiness: Popular youth brands know how to leverage from positive emotions and avoid arousing negative ones.
Based on their research work, Van den Bergh and Behrer concluded that brands that are highly rated on each of the CRUSH elements by Generation Yers are more likely to experience increased word-of-mouth and a more positive brand image eventually leading to a better NPS (Net Promoter Score).

FIGURE 1, THE CRUSH MODEL
Since the model was developed using European data, MTV Networks (present in many developing and global markets) wanted to find out how these five components are translated regionally around the world. Are they valid to explain why youth in America, Asia, Africa, Eastern and Western Europe perceive something as “cool” or “likeable”? To enhance its connection with the current youth generation around the world, MTV was looking for inspiration and input to challenge the new global positioning and brand brief consisting of both re-evaluated brand values and brand personality. Exploring the CRUSH dimensions in a more qualitative diagnostic way would help MTV to further shape its brand positioning and brand focus while InSites Consulting could investigate in what way the five dimensions could be operationalized for future qualitative research approaches through consumer communities.

HOW WE DID IT: A GLOBAL ONLINE COMMUNITY OF INFLUENTIAL YOUTH

To obtain an answer to these questions InSites Consulting and MTV Networks teamed up to create “Crushed Ice”, a global online community of influential youth discussing whatever they are observing around them in their local cities during six consecutive weeks. We started from 150 carefully selected urban recruits, aged 18-29 years and living in 15 cities around the world (in alphabetical order: Amsterdam, Berlin, Cape Town, Dubai, Istanbul, London, Mumbai, New York, Paris, Rio, San Francisco, Shanghai, St Petersburg, Stockholm and Sydney). Recruitment sources were panel brokers as well as cool blogs such as holycool.net and contributors to the MTV global Sticky panel. All of them had to pass a TOEFL test to make sure they could fluently communicate with each other in English. To ensure all of the participants would be rightfully placed to feed our objectives, we used innovator-gatekeepers standardized scales as well as open ended questions tracking their leisure time activities, sports, frequently visited websites and social networks as well as devices owned. Half of the participating Gen Yers were studying, the other half were already working. Each of them had to have an active interest in at least one out of the five topics we were about to discuss in the community:
  • shopping and fashion;
  • in-home entertainment (movies, games, technology);
  • going out;
  • food and drinks;
  • travel.
Together the participating Millennials from all five continents have produced 1,589 posts. The community platform was “live” after a kick-off session in the second half of April 2011 until early June 2011.
The platform consisted of five different rooms and a blog section (see fIgure 2). The five rooms in the research community were the following:
  • the We Are room: where we got to know the participants, the different cities they are living in and their own cultural background;
  • the Crush room: where we tried to understand what products, brands and hotspots they were linking to our CRUSH dimensions. The core idea was to understand the reason-why something would be perceived a cool, real, unique, like themselves or bringing happiness as well as to detect which consumer trends are related to each of the different components;
  • the Trend room where we asked global youth what trends they would name as well as the ones they feel are completely dead at present;
  • the Brand room in which we confronted our participants with stuff that we thought was cool or uncool and just wanted their critical view on;
  • the Secret room: this was a section of the site only accessible to the participants who were selected as being interested and an expert in one of the five themes of the community stated above. So we actually had five secret rooms not accessible to all participants but just to the happy few that were selected by us, well by themselves actually…

FIGURE 2
The blog section was used to enhance community feeling and boost intrinsic motivation of all participants. Every week at least two blog messages were posted: a video message of the moderator or client involved and a hot/cool gimmick we discovered and wanted to share with the participants to receive their feedback.

Elements of Gamification

More and more effort is currently being focussed on trying to engage people for longer periods of time in certain initiatives. These can be marketing-related, but also link to social or environmental purposes. A number of authors and speakers use the term Gamification for this (Gabe Zicherman, Sebastian Deterding), and operationalize this renewed focus on engagement through the use of techniques that stem from the world of gaming. 

In the ‘Crushed Ice’ community, a number of these game mechanics were used to boost participation and longer term engagement. A system of points (granted for each meaningful post) that add up to levels (five in total) that become gradually harder to reach, was in place. When reaching a level, a reward under the form of access, power or status was given. Access was granted to hidden pieces of amusing content, for instance by playing on the meme of how cool brands stay “hot” and giving a small visual that explains how spiciness of peppers (= “hotness”) is measured by the Scoville heat scale. 

The aforementioned secret rooms were only accessible to a limited amount of content experts, from a certain level on, which is also an access-reward. The power reward consisted of getting the right to write blogposts on the blog section, which is normally only reserved for moderators. We played on a feeling of status by having a leader board showing the name of the person and the number of points and level that he/she has on the homepage. Furthermore, we motivated respondents to do a certain number of special actions/posting under certain topics, by granting them a badge. Badges are “virtual goods” – digital artifacts that have some visual representation – which are awarded to users who complete specific activities as soon as they did so (Antin and Churchill, 2011). 

We used badges for activities such as posting self-made pictures from their city, and also rewarded badges for every letter from the CRUSH acronym. This way we also induced respondents to keep on participating, playing on the human desire for completion (collecting all five letters).
Read more: http://warc.com/Content/ContentViewer.aspx?ID=f40c7cb5-069b-40e5-910f-4dee157b8fe3&MasterContentRef=f40c7cb5-069b-40e5-910f-4dee157b8fe3

Bagaimana twitter Mengubah Dunia PR



Hadirnya Facebook dan Twitter mampu mengubah pandangan tentang Public Relations.  Bagaimana Twitter,  media micro-blogging dengan keterbatasan 140 karakternya bisa efektif digunakan untuk aktivitas public relations? Berikut bahasannya.

Sejak kehadirannya,  social media dianggap sebagai kompetitor bagi teknik-teknik PR konvensional. Hingga, para social media analis sempat memprediksi bahwa dunia PR sudah mati yang kemudian disanggah dengan pendapat bahwa sebenarnya social media tak cocok untuk hal-hal  ke-PR-an. Seakan PR konvensional bermusuhan dengan PR berbasis Social Media a

Lalu muncullah Twitter. Yang seiring dengan pupularitasnya, bisa mengurangi “jarak” antara social media dan dunia PR. Dan kini, kita bisa mendengar ribuan cerita tentang keberhasilan PR melalui Twitter. Hingga kini Twitter dikenal luas sebagai teknik PR terbaik di era Web 2.0.

PR konvensional mati?
Lalu apakah PR konvensional sudah mati? Tentu saja tidak! Twitter adalah cara yang mengagumkan dalam menambah kemampuan PR organisasi Anda. Twitter bukanlah alat untuk menggantikan teknik PR yang sudah ada tapi melainkan alat bantu untuk memperluas daya sebar “pesan” ke audience yang lebih luas. Anda bisa mentweet press release tentang sebuah acara untuk organisasi Anda dan bisa Anda lihat bagaimana ia menyebar di Twitterverse.

Nilai tambah Twitter
Memiliki layanan yang baik sangatlah penting bagi sebuah organisasi untuk mendapatkan publikasi yang baik. Untuk hal itu Twitter memiliki kelebihan yang belum bisa tertandingi berkaitan dengan kemampuan layanan instan dan real-time. Pertanyaan bisa langsung dijawab dan pesan bisa tersebar dengan sangat cepat.

Banyak perusahaan sudah menyadari bahwa Twitter tidak hanya alat yang baik untuk membantu kebutuhan marketing tapi juga media yang unik untuk membantu kebutuhan customer service, yang akhirnya bisa mengarahkan pada pencapaian reputasi yang baik di masyarakat dan ke-PR-an yang kuat.

Twitter juga tempat yang tepat untuk memonitor reputasi brand Anda di dunia online. Anda akan bisa mengetahui apa yang dibicarakan oleh orang-orang tentang brand Anda. Andapun bisa mencari orang-orang yang memiliki potensi bakal menyukai brand Anda. Bahkan dengan menggunakan fungsi advanced search yang dimiliki Twitter serta beberapa produk pihak ketiga, Anda bisa menetapkan apakah brand Anda kehilangan daya tarik diantara para pengguna dan dengan itu Anda bisa melakukan hal-hal yang dibutuhkan untuk segera memperbaikinya.

Dunia PR berkembang dengan pengetahuan, dan ini bisa didapat dengan mudah pada Twitter. Begitu Anda memfollow dan beinteraksi dengan banyak orang, Anda akan mendapatkan pengetahuan. Anda bisa menjadi rekan, sebagai kompetitor ataupun klien, mengikuti mereka di Twitter menjadi sebuah langkah yang masuk akal mengingat Anda akan bisa mendapatkan pengetahuan yang lebih mendalam tentang opini mereka.

Twitter tidak pernah “tidur” karena akan selalu terjadi sesi berbagi ataupun percakapan selama 24 jam, 7 hari dalam seminggu, tentunya dengan orang-orang yang berpengetahuan banyak dan juga bijaksana, jadi tidak ada ruginya jika kita ikut mengambil manfaat dari kehadiran Twitter ini. (http://kenapaharuspr.com/author/bangwin/) Aston Koes
 http://pr.marketing.co.id/2011/10/27/bagaimana-twitter-mengubah-dunia-pr/

Memainkan Siaran Pers di Media Sosial


Perusahaan Anda sudah memanfaatkan media sosial untuk menyebar press release? Tapi tahukah Anda bahwa beberapa platform media sosial memiliki karakteristik berbeda dalam mendapatkan respon terhadap sebuah siaran pers.

PRNewswire, situs berita dan informasi untuk para professional di bidang komunikasi  dan CrowdFactory, sebuah Digital Agency, pekan lalu merilis studi tentang siaran pers di media sosial, yang dipublikasikan oleh PRDaily

Hasilnya menunjukkan bahwa distribusi siaran pers, 48 persen berasal dari Facebook,  dari Twitter 37 persen  dan 15 persen dari LinkedIn. Tapi dari rata-rata view yang dihasilkan Twitter 2,2, sedang LinkedIn 2,0, sementara Facebook 1,7 view.

Siaran pers multimedia yang berisi foto, video dan audio, rupanya paling efektif. Siaran pers multimedia ternyata bisa memicu  engagement yang paling tinggi, yaitu 3,5 kali. Sedang foto dan video bisa meningkatkan engagement 2 kali lipat. Kalau isinya cuma foto, peningkatan engagement cuma 14 persen.
Jadi sebaiknya siaran pers didistribusikan ke mana? Dan seperti apa bentuknya? Tentu semua kembali ke Anda serta saran Digital Agency. Faktor yang penting dipertimbangkan di Indonesia adalah kendala infrastruktur telekomunikasi. Belum tentu semua orang bisa mengakses audio dan video secara sempurna.
Selain itu memahami stakeholders yang disasar siaran pers itu juga menjadi hal yang tak bisa dikesampingkan.
Infografis-PressRelease

Tuesday, November 15, 2011

Surging Internet Usage in Southeast Asia Reshaping the Media Landscape

November 10, 2011
With increased access to broadband networks, a proliferation of WiFi sites and a burgeoning smartphone market, it is little surprise that residents of six countries in Southeast Asia are going online with gusto. But what is really raising eyebrows is the fact that in some of these countries Internet usage is now surpassing traditional media such as TV, radio or print.

Nielsen’s new Southeast Asia Digital Consumer Report examined the digital media habits and attitudes of consumers in Singapore, Thailand, Indonesia, Malaysia, Vietnam and the Philippines. Singaporeans led the region in online usage, spending more than a day (25 hours) online each week, while Filipinos and Malaysians came close behind, spending 21.5 hours and 19.8 hours a week online, respectively. Indonesians trailed the region, spending an average of 14 hours per week.
se-asia-time-spent
“The increasing availability and uptake of Internet-capable mobile devices is driving the surge in digital media usage across the region and bringing about considerable changes in the way media is consumed,” said Melanie Ingrey, APMEA Region Research Director. “More and more, consumers are accessing multiple media platforms simultaneously, such as accessing the Internet while watching TV.”

While PCs continue to be the primary way to access the Internet, smartphones are on track to supplant them: in four of the six SEA countries, ownership of mobile devices equals or exceeds owner ship of PCs, either desktop or laptop. In Indonesia, for example, more than three-quarters (78%) of consumers owned Internet-capable mobile phones compared to just 29 percent who owned notebook computers or 31 percent with desktops. Tablets are just starting to make their mark in the region, but they are likely to show rapid growth in several countries in the region in the year ahead.
se-asia-device-ownership
Reading and sending email was the most popular activity for netizens in Malaysia, Singapore, Philippines and Thailand, while reading news was the favourite digital activity in Vietnam and Indonesia. Accessing social networks ranked in the top five activities for all of the countries except in Vietnam, with Facebook dominating the landscape in Indonesia, where 90 percent said that they maintained an active profile on the site, which was also popular in the Philippines and Malaysia. Facebook does not enjoy the same penetration in Thailand or Vietnam, however, with competitors such as 4Shared and Zing having significant popularity. YouTube ranked as one of the top five most popular sites in all six countries.

As in other parts of the world, social networking sites have become an increasingly important way for consumers to connect with the brands they like. In the Philippines, nearly two-thirds (65%) of respondents said they interacted with brands, products or companies via social media, while 60 percent of Malaysians and 56 percent of Singaporeans did the same.

Online engagement with brands is particularly important for consumers in making purchase decisions, with vast majorities of consumers in four of the six countries (Malaysia, Philippines, Singapore and Thailand) indicating that they read product reviews online. Majorities in those countries also post their own reviews of products and services purchased.

“Social media platforms offer myriad opportunities for organizations to engage with consumers, and it is becoming an increasingly critical means of influencing consumer decision making,” noted Ingrey. “As Southeast Asian digital consumers are becoming more familiar and comfortable using social media, their level of participation is also increasing. A significant proportion of consumers visit online discussion forums at least monthly and many are now starting to take an active role in these online discussions.”

Online advertising is still in its infancy in the region, with Singapore leading the way in terms of proportion of total ad spend in the channel at 6.9 percent; in Malaysia and Thailand, the figure is less than one percent. Digital consumers in Vietnam indicated the highest positivity toward online ads, while those in Thailand were less receptive. As always, creating ads that are relevant to the needs and interests of individual consumers is critical to gaining their interest.

“Online activity is only going to increase in the years ahead as more consumers obtain smartphones, and 3G and broadband access become more common and affordable. Marketers would be well-advised to examine how they can fully leverage these trends through innovative, creative and most importantly, relevant ad executions,” said Ingrey.
http://blog.nielsen.com/nielsenwire/global/surging-internet-usage-in-southeast-asia-reshaping-the-media-landscape/

Monday, November 14, 2011

Jejaring Sosial di Internet Sebelum Era Twitter dan Facebook


Dari situs onlineschools.org, dipaparkan sejarah jejaring sosial dalam bentuk infografik yang menjelaskan perkembangan beragam aplikasi jejaring sosial di internet, sejak Twitter dan Facebook bahkan belum dilahirkan. Facebook saat ini sudah mencapai 750-an juta pengguna aktif dari seluruh dunia sejak diluncurkan tahun 2004,  sementara Twitter yang baru diluncurkan 2006 sudah mencapai 100-an juta pengguna aktif.

Keduanya kini memang lebih mendominasi dari sisi jumlah pengguna dan popularitas, dan menyusul pendatang baru, Google+, yang sedang mematangkan layanannya untuk terus eksis. Tapi sebelum kedua aplikasi jejaring sosial tersebut besar, tampak dalam infografik tersebut bahwa email termasuk dalam aplikasi yang menjadi pelopor munculnya jejaring sosial di internet. Melalui email, kemudian berkembang menjadi miling list, dan beragam forum yang mengumpulkan para pengguna internet.

Nama-nama seperti Friendster dan MySpace, mungkin lebih populer sebagai pendahulu dalam jejaring sosial. Tetapi sebenarnya ada nama lain, misalnya Geocities (1994), dan TheGlobe.com (1995). Geocities merupakan situs jejaring sosial pertama di internet, yang kemudian dibeli oleh Yahoo pada tahun 1999. Saat itu, Geocities dimaksudkan untuk memudahkan para pengguna internet membuat situsnya sendiri. Kini Yahoo Geocities hanya bisa dimanfaatkan di Jepang.

Sementara TheGlobe.com adalah pelopor lainnya yang pernah menorehkan rekor penjualan saham, tetapi hanya mampu 'bertahan' hingga tahun 2008. TheGlobe memberi layanan publikasi daring bagi penggunanya, sekaligus interaksi antar pengguna dalam jejaringnya.

Gambar berikut hanyalah potongan dari infografik yang selengkapnya bisa dilihat di  onlineschools.org.
Sejarah Jejaring Sosial - onlineschools.org

Why Millennials Matter to Every Brand

Originally posted on ConsumerACTIONism.
Every brand, every company, needs to look to Millennials as a target audience. I don’t care if your client is an adult diaper company or Life Alert (I’ve fallen and I can’t get up), Millennials are driving the purchase of your brand. Here is why.

In 2011, the youngest of the Millennial generation turn 16 years old. The oldest, they’re now 31. The average age of the world population is 28. By 2015, almost half (47%) of the world population will be under the age of 25.

While many still view Millennials as punky kids playing on their tablets between high school classes, the reality is that two-thirds of Millennials are now over the age of 21, and many have established careers, families and an incredible amount of influence. While every generation has distinct differences, Millennials have lived with one factor that no other generation can claim – they were raised digital. This fact alone makes Millennials unlike anything the world has seen, and their use of technology has given them great power. Their digital prowess also makes them more likely to start trends, be engaged with pop culture, try new products and share them with friends and family.

Being digital also makes Millennials more inherently global. Technology knocks down borders and what Millennials are saying in Singapore now directly and quickly influences people in Mexico City, New York, and Rome. Multiculturalism is the norm and new trends and opinions spread quickly.

In our recent 8095 study of Millennials, we found that brand preference was the #1 personal identifier that Millennials were willing to share about themselves online. Millennials partner with brands to help shape their own personal brands. We also found that 76 percent of Millennials think they are highly depended on for their opinions. A bit pompous? Maybe, but they’re probably right. When Millennials have an opinion about something, they can share their thoughts in seconds with hundreds if not thousands of friends and family members via their social media profiles.

Our 8095 research also found that Millennials are taking action on behalf of brands, both online and offline, every week. And, those actions aren’t just for high profile lifestyle brands. They’re talking and sharing opinions about all types of brands, from house cleaners to cookware to clothing and food. One organic conversation thread on our 8095 Live focus group tracked passionate chatter about carpet cleaners.

All of the chatter from Millennials, all of the sharing and noise, it makes an impact on the generations before them. They are listening. They are influenced by what their children and grandchildren are saying because they can say it loudly, with confidence and knowledge that only their Smartphones could give them. Millennials will continue to dominate influence and pop culture. That is, until the next generation, Generation Z, quickly changes the world once again.
http://www.edelmandigital.com/2011/02/14/why-millennials-matter-to-every-brand/

Friday, November 11, 2011

25 Funny and Clever Print Ads

In Inspiration, by Dimi Arhontidis,
Humor is one of the most successful ways of advertising. A funny and clever ad can be memorable and has a better chance of going viral very quickly. This post brings together 25 print advertisements that combine funny and clever imagery to deliver their message.

http://www.stumbleupon.com/su/2ltugN/feedgrids.com/originals/post/25_funny_clever_print_advertisements/