Some of you may know the API500 Series Modules. This hardware has been around since the 90’s, but it only becomes popular since around last year. It basically a module rack meant for API modules in the first place. The input / output jacks are both XLRs, and the modules and be easily changed. If you are familiar with Solid State logic’s XLogic Rack, it has the same function.
How long does it takes to grab a person’s attention and stay? Personally if a website or anything bored me, I will just leave. And if a person or company tries to explain or sell me something, would you prefer to read a paragraph or two of it or watch a 30-second video of it? I don’t know about you, but I choose video.
Making a consumer aware of a particular brand is often as important as pitching the brand itself. The whole point of marketing or subtle marketing is, to quietly work a brand into the potential consumer’s, subconsciously. Using the internet and social media platform, we will be able to reach more potential consumer than conventional method of printing, TV advertisement, and more. And cheaper too.
Video to comprise more than half of all internet traffic in the next few years, according to Cisco System Annual Visual Networking Index (VNI) Report, which makes video the future of marketing tools. The development of technology nowadays are so sophisticated yet user friendly, allowing us to do lots of things that are complicated or hard in the past, especially creating a video. A few years back, if you want to create a video for your product for instance, you need to have a huge budget to pay for the team that produce the video. But with the software tools nowadays that is available, anyone with a creative instinct can put together professional marketing material to video, thus we can market or promote our business.
For example, your are a real estate agent and you want to sell a house. A smartly produced video showcasing the house will not only used to serves your client now but it also becomes a long-lasting marketing and branding tool for you which can be linked to anyone endlessly and viewed by your past, present, and future client. It also becomes an example of the quality work that you do.
For branding, what could be a better way to create a simple and personalized one minute video promoting yourself or your business? Again, it’s an expense that can be viewed and linked to anyone endlessly, viewed in the convenience of their home. You don’t have to pay overtime you send a link to someone, do you? Can you say the same thing about a mailer? 🙂
In my previous post, I talked about how today more and more companies are embracing all types of social networking to get most of people’s attention but failed to communicate with them. So in order to communicate with them, what should we do? Below I already list 5 easy steps for a successful social media content:
#1: Find Your Target Audience
To find out target audience, we must first determine who we are, what kind of product are we selling. From there, we can decide which population will be our target audience.
After we find our target audience, we can’t just offer and force them to buy our product. We must have a conversation with them to determine what they want, what are their likes and dislikes. If it fits with our product, then we move on to set up our basic profile for them, so it becomes our unique aspect that attracts our target audience.
#2: Problem Solving
Having a conversation with the audience in any social media platform will lead us to some audiences that is currently having a specific issues that need solving, which we can help untangle. We can provide analysis to help guide the audience solve their problem, but only give analysis that is relevant to them because they don’t have time to connect all the dots. Write on point and keep the content valuable.
#3 Quality Over Quantity
We don’t have to post everyday to create an effective presence with our social media. Quality always trumps quantity. The audience will see that every post that we post is not redundant, but rather something that gives information and knowledge to them.
#4 Content Cycle
Monday: Best of Lists
Tuesday: Product / Media reviews
Wednesday: Personal Experience or Stories
Thursday: Editorial on Controversial Topic
Friday: Free topic
Above are my example for my content formula. Try not to repeat the same topic for several days, because audience may get bored with our post. Fill our post with interesting topics and have a freewheeling commentary or guest posts, so audience can get involved too.
#5: Decide How You’ll Fulfill The Content
Getting started with social media content has a learning curve, meaning that it will require more time than we think. We have to figure out what we can deliver to the audience, reasonably. Having another person to help us gather information, writing, and distribute the content is a good thing, so we can focus on doing something else.
According to 2010 Social Media Marketing Industry Report, most business owners can maintain a very respectable social media presence in 6 hours a week, including research and production time.
These are just 5 easy steps that I think will help us have a successful social media content. From that, we will be rewarded with clients, followers, and fans who trust our information and know they we are not wasting their time.
“Social media is only going to be persuasive and become such a critical factor in the success of failure in business.”
Today, word of mouth is changed by social networking site and internet. We share things to more people today because of social networking sites and internet, news spread faster, and people will gain more insight because the tendency to read more.
With the ability to connect to massive crowd, a person has the ability to impact other people and influence them in making decisions. In 2007, 78% of people trust the recommendations of other consumers; while only 14% of people trust advertisement. But now that number has increased as in 2009, 90% of people trust the recommendations of other consumers more. (Nielsen, 2009).
It is great to see that today, more and more companies are embracing all types of social networking to get most of people’s attention. But, we can’t treat social media platform like conventional media. One must be engaged and be active. We can’t just put information like we did in conventional media to social media platform. It works differently. Participation is the fundamental of social media, because the whole point of social media is to share and create information for others to participate, not just to spread and read it.
In order for the social networking to be effective, one must engage and interact with them. Danny Oei Wirianto, online marketing entrepreneur said that one of the most common mistakes marketers made in this regard was to create a Facebook fan page simply to collect as many friends as possible, while failing to really communicate with those people.
Social media is not a replacement for conventional media, thus we can’t treat it like that. Like it or not, the future will shift towards more sharing and creating content. Content is the new democracy. But because there are still people that have not engaged in this medium, social media has not revealed its full power yet.
Most of today’s generation did not appreciate traditional culture as to the previous generation. With example, my parents do appreciate and enjoys traditional culture more than me. Because I was raised with different environment, technology, and society.
As a nation, we have to preserve our culture. Without culture, we lost our identity as a country. So, in order to preserve the culture, we must introduce them to everyone, especially our own people. The thing is, most of people in our generation did not find our culture and history to be excited or boring.
To make things more exciting, people start to converge traditional culture with “new culture”. Music for example. By combining traditional music and modern music, it creates a new vibe as the music fuse together. It introduces something new to the community, hence people started to listen and find it more and more interesting as the music became more popular. People started to looked and do a bit research on the background, how did this music came to be. Not only it helps to preserve the traditional culture, it creates a new market too for this kind of music, and it automatically introduces the traditional music within the music itself to the world.
People started to gain interest in the culture, and they also find it interesting to fuse modern musical instrument with other traditional instruments. Indonesia has lots of traditional instruments, with more than 300 ethnic group with its own music style. There is more than just, i.e dance, painting, building structure, and more.
The video is an example of fusion between balinese traditional music and modern music.
It comes as no surprise that technology has developed to suit the needs of its busy citizens. Instead of grabbing or purchasing newspaper on our way to work or school, we can now use our mobile phones to log into the internet and read the news. Newsletter Subscription allows us to choose what news updates we want to receive, so we don’t have to flick through the newspaper to get to the section that we want to read, or we can have the news emailed to us, which makes our life easier.
Whether we realise it or not, like it or not, we gradually became a converging society. I think we, humans, are the focus point on every converging that has and will happen in the future. Why? Because every convergence that has happened or will happen in the world, may it be in technology, economic, politics, etc., is driven from the feel of “need to converge” by everyone. There will be no converging if it’s not for ourself. For example, there won’t be computer – which is a technology convergence – if humans didn’t feel the need of someone or something that can help do their work in the first place. There won’t be cars, trains, planes – also technology convergence – if humans didn’t feel the need to go or reach places faster in the first place.
For example, the media. For years the media is separated to: Broadcast TV, Broadcast Radio, Newspapers, Books, Films, Music, etc. The internet and electronic devices, however, changed the way these media is delivered. The result: our Mobile Phones. Two big convergence happened, not between types of media but a convergence between media and telecoms – video and audio can be distributed from mobile phone network, we can stream and listen to music from the internet that we access from our mobile phone, etc.
There are more examples of convergence, but I think the most important of all is the way these convergence changed and affects our life. The future of our society builds on every convergence that is happening now or the ones that will happen. Most of convergence that has happened allowed us to do things more efficiently. And like it or not, it has made us busier because convergence enables us to do so, hence we are demanded to do so.
In this post, I’m not going to promote and artist or anything (he is already famous, in my country :p) I just want to share a thought from one of Indonesian singer and musician, Sandhy Sandoro. Should you hear his voice without knowing anything about him, you might even guess that he is an African-American singer because the way he sings is so “black”. He surprises many who hear his voice first.
On an interview after his performance, he said that he is fine with people copying and sharing his music anyway people like. “I’d like to share my songs with people *everywhere*, so that they can enjoy my music,” Sandhy says. He does not say that he is fine with piracy, but if the people can’t afford the high price of a single album or CD, why should someone forces them to buy it?
My latest post about “Why poor country has high piracy rates” explained or expressing the same thing that he said in the interview. Why record label bother to fight against piracy if they did not understand or realise the root problem of the matter, which in my opinion is the high price of a single album or CD that majority of the people can’t afford to buy it.
Even the artist did not complain whether they receive less money or not. Well, maybe there are some artist that quarrels, but I did not know because it is not exposed (and it is bad for their popularity too if they did). But I know that most of them do this because they love it, so they are fine with people sharing their music because to them it is the best marketing tool that they had and they don’t want to disappoint them, especially for them who just start to enter this industry.
There are more things important than money. Music as an art cannot be treated and valued by money. If we always value something by money, I guess for the music industry, it won’t be like what we had today. People will only make music when they can make a lot of money from it. Sometimes many people create music just because they love it.
In the end, I just want to share the achievement that Sandhy does outside Indonesia. As an Indonesian and fellow musician, I am proud of him and what he has achieved so far. Enjoy! 🙂
Indonesia is the next best thing in digital media. Why? The info graphic in the left clearly tells us why.
Indonesia is the 4th largest population in the world with more than 228 million people.
Indonesia is the world’s second largest number of Facebook users and the third largest number of Twitter users. According to TNS survey, 87 percent of Indonesians who go online have social networking site accounts, but only 14 percent access the sites daily. It is far below the global average of 46 percent, due to many of them access the internet from internet cafes or they still using old fashioned smart phones.
48 percent of Internet users in Indonesia used a mobile phone to access the Internet, whereas another 13 percent used other handheld multimedia devices. Indonesia is the highest dependence on mobile Internet access in Southeast Asia.
Despite all of that activities, sadly Indonesia still has the lowest level of overall Internet penetration in Southeast Asia, yet.
Based on Communication Ministry data, at end of June 2011, there are 45 million internet users in Indonesia, which 64 percent or 28 million users on the age of 15 to 19. But 28 million people is only 21 percent of Indonesians aged between 15 and 49. The remaining did not use often or perhaps never used it before.
Indonesia is an archipelago that spans more than 17,000 island. It is still hard to establish an internet connection over the suburban islands. The internet has not come to Indonesia since 1988, so it is still considered new. The government runs the biggest communication company, PT. Telkom, and they provide internet connection among with other private companies. Since then, the internet users grew and now the internet penetration has gone up.
The news or the media is affected as well. Based on Yahoo Net Index survey released in July 2011, Internet in Indonesia sat in the second row after television. 89 percent of users connected to social networking, 72 percent web browsing and 61 percent read the news. The media are shifting towards electronic or internet to publish their news, which makes quite a significant decrease among printing media or hard copies. But that is good, save paper, save tree, save the world, no global warming! 😀
This just the beginning. We still have the other 183 million people that has not use internet, yet. The potential, not only applicable for news and entertainment but more, is huge, from marketing a business to spread warnings. 5-10 years from now, the internet users in Indonesia will increase significantly, whether they access it from home or their mobile phones.
Four students from SMU also created a video, explaining why Indonesia is the next big thing in digital media and went on to share with us 5 big trends in the country.
“The uniqueness of Indonesian culture is fitted to the nature of social media. Indonesians love connecting and with a huge population, we somehow became a huge social media nation. The video is a great way to summarize digital media in Indonesia. The students did a great job,” Andi Primaretha, a social media consultant at Virtual Consulting (Indonesia) commented after watching the video.
Indonesia is listed as number 11 for country with highest piracy rate for softwares, according to BSA (Business Software Alliance). In their report, they said that the value of software without licenses that are installed on personal computers reached $1.32 billion in 2010. Even many companies in Indonesia uses unlicensed software (the company whom I used to work with did that X_X ).
To some people, the problem is because of money (previous post about “Why poor country has high piracy rates?”). But I want to talk about different point of few here. To other people that has the money, they just don’t want to spend on something that they know they can get it for cheaper price and works perfectly as original. Some companies did that as well because they think that it is a waste of money to buy licensed softwares. The problem with these people is that they can’t or do not want to give an appreciation to those people or companies who build and make the softwares. It works the same with music, movies, etc. People want to be appreciated with what they’ve done.
Let’s say you are a musician. You buy pirated recording softwares, which don’t give profit to the company that made the software. You produce your music and it becomes a hit. Suddenly you realise that lots of people that had your song in their iPod or MP3 gets it from their friends whom they share music with. How would you feel about that? That is what the company that made the recording software also feel about you buy their pirated software.
These people that create music, movies, softwares, etc. had put their hard work and creativity in it to produce something great. They are the reason we live in the world today, filled with music, films, designs, softwares that makes our work easier, and more. Why can’t we give them an appreciation for what they’ve done by buying their original product?
I came from a third world country, where piracy is a problem. The government and companies that sells music CDs, movies (DVDs and other formats), games, and softwares are complaining about the copyright infringement and other stuffs. But really, what makes these people download and buy pirated stuffs? What makes me download and buy pirated stuffs?
Money. It’s all about money. Let’s say I want to watch a DVD and it cost me per movie around Rp. 60.000 – Rp. 130.000 (around £4.3 – £9.3) for original movie in Jakarta. Then I look at my monthly salary. According to the law, In 2011 the minimum salary an average person gets in Jakarta is Rp. 1.401.829 per month (around £100), that is Rp. 46.727 per day. A single DVD cost more than a day salary for people who gets minimum salary per month. With £100, a person will spend the money on house to rent, everyday meal, transportation, and if the person has a family to take care, he/she have to set aside the salary to support the family.
Pirated softwares, games, music CDs, and DVD movies cost Rp. 5000 – Rp. 10.000 per CD. With that, a person can enjoy their time listening to music, watching movies, playing games, and even to do their work with the pirated software that they purchase, whilst surviving for their life with the minimum salary that they earn.
With over 238 million population, it is the world’s fourth most populous country. The poor people in 2010 was estimated around 30 million people. That is 12% from the whole population. In reality, the average people above the poor the did not earn the minimum salary. From my experience working in Indonesia for the first time, my first salary was Rp. 2.600.000 per month. That is my salary, a graduate student from a university outside Indonesia. Imagine other people that even did not go to university, and they apply for a job. How much would they earn? And if those people are not considered poor people, imagine the income of those people who are considered poor, the 30 million people. The number speaks for itself.
I’m not saying that I support illegal download and buy pirated stuffs, but what I’m saying is, look at the reason why people did that. I think one of many way to AT LEAST start reducing the number of piracy is to reduce the price of those products (music CDs, movies, games, softwares) so people with low income can afford it, hence not buying the pirated.
The analogy is very simple indeed. If you want to sell a product and want everyone to buy your product, you have to study the target market. The same thing with piracy in third world country. If you want them to buy original products, set the price lower so that people buy the original and won’t bother looking for the pirated version. Why? Because the original is affordable to them, so why would someone bother looking for the pirated one?