Digital Marketing Strategy for FMCG - SMSC Gathering 15032013 (by @radiculouz)

FAST MOVING CONSUMER GOODS

Rade Tampubolon | @radiculouz | [email protected]

.comTwitter Buzzer Advertising Network & Self-Service Platform

Digital Marketing Manager2010-2012

Head of Digital Marketing 2013 - present

Co-founder

Sh*tMarketers

Say

TVC nya tolong

di viral-in di Youtube

ya…

Bikinin fanpage dong,

untuk iklanin konsumen

promo kita…

Si (kompetitor) lagi

jalanin aktivitas X tuh,

kita bikin juga dong…

There are still lots ofmisconceptions regarding digital marketing.

Here are some of the

Strategies & Applications

Wafer Tango was running a marketing campaign with this theme.

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

Jump on the bandwagon of the latest

311 participants

Because of the Facebook contest, MintZ created a TVC on Planking, collaborating with some of the contest participants.

INTEGRATION

One of the

promotional

activity for the

new variant is

Truck Branding

How do we know that people are

really lookingat the branding?

Let’s use Twitter!

Let the people tell us that they have

seen it by tweeting about

it :)

If they tweet

about it,

they might

get a free gift!

People are

tweeting

about it every

single day

… and also

tweeting

pictures of it

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

+18.000 new Twitter followers in 5 months

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

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.

We sent him the MintZ candy as requested.

He likes it!

When MintZ commercial aired on TV, we listened and monitor social media and

found lots of conversation about it.

OBJECTIVE:• Amplify TVC in online media.• Create brand engagement with the

consumers.• Promote the product to with the

consumers.

Observation > Insight > Action

We challenge them to create their own version of MintZ commercial.

70,974 views

154 videos

25,702 exposure

Data per 30 Juni 2011

One of the things we can do: Entertain them.

www.kurangasem.com

Source: http://www.socialbakers.com/blog/1495-february-2013-social-media-report-facebook-pages-in-indonesia

E-Commerce

www.kalbestore.com

www.kalbestore.com

Sales keep going up

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

Rade Tampubolon | @radiculouz | [email protected]