Viral Video Campaign – Social Media Strategy III


Video is a powerful marketing tool

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? 🙂

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The Next Best Thing In Digital Media

Digital Media in Indonesia - Info graphic ( CC BY-NC-ND 2.0 - Trixia Yong )

Indonesia is the next best thing in digital media. Why? The info graphic in the left clearly tells us why.

In 2007, students from Singapore Management University (SMU) created a wiki page on digital media across asia.

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.