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? ūüôā

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Have you use social media wisely? (Social Media Strategy I)

“Social media is only going to be persuasive and become such a critical factor in the success of failure in business.”

–¬†Brian Solis: “The Social Media Manifesto” –

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.

Social Media Marketing Plan

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.

Converging Society: A Society Builds From Convergences

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.

Media Convergence - Newspaper and Internet

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 Рvideo 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.

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! ūüėÄ

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.

‚ÄúThe 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,‚ÄĚ Andi Primaretha, a social media consultant at Virtual Consulting (Indonesia) commented after watching the video.

Digital Identity

Translation : Getting Around The Digital Trend Used By Children And Teenagers

In a short sentence, I guess digital identity is About Me, published in the internet.¬†Honestly, I didn’t know what to write. I hate writing. And since my english is not good, I don’t want to¬†embarrassed myself. But when¬†I was looking for inspiration for writing this post about digital identity, and I found this book. It is written in Indonesian and the target reader is aimed towards parents apparently. This book made me remember quite a serious case about missing people in Jakarta.

It started quite a while not long after social network such as facebook and twitter came out. Every case, the story is almost the same. The story told by the closest person of the missing person, either her family or close friends. The story goes like this. The person who is missing use facebook, add some friends that she know and accept some friend request from other people that she didn’t know. They started having conversation for a while, and they arrange a meeting. They meet for sometimes, and the last thing you know she’s missing. (There are no case involving twitter, yet :s)

According to local newspaper, the are approximately 100 case about missing people because of facebook. Almost 90% of the people missing aged between 13-20 years old. I’m not going to blame anyone on this post regarding this matter. I’m just going to write my opinion. Please don’t judge me. Haha ūüėõ

First of all, to me the reason why the victims mostly children and teenager is because of their parents. They are still children and they need guidance. It’s the parents job to prevent their children miss use the technology nowadays. Parents have to monitor their children until they are sure that their children mature and responsible and can take care their own life. The school does not help in this matter.

Now I’m not being stereotypical for what I’m going to write. But lots of this cases happened to low-middle class family. And in my opinion, the reason being is because perhaps the parents didn’t spend much time at home but working to gain more money to have a better life. It’s not a wrong thing to do, but the parents responsibility is more than just working for money to survive everyday. They must take care of their children as well.

So then, less care and attention given to the child. And since they are still a child, they didn’t know much. The parents bought them computer and laptop, their friends have social network account. The child had nothing to do at home because their parents is not home, hence the child make one, use it, having conversation with lots of people, and suddenly the child goes to meet the person and boom! Gone! The kidnapper may ask for ransom, or if she’s a teenager, she might be raped and worst, killed after being raped.

Sometimes children and teenage didn’t know what they are doing. You can’t rely on school, especially when the education system in my country is bad. Most of the victims went to public school where the learning environment is bad. Even some of the school building itself is unacceptable and some can lead to collapse. The government does not care. The case rarely happen on the middle-high class family because the parents can afford sending their children to private school where the learning environment is better and safer. Still, like I said, there is cases involving middle-high class family but rare.

The advancement of technology nowadays is huge and fast. There is nothing wrong with the technology, it’s just the people who use it must be careful and aware to the people that miss use the technology to get what they want. Today, it seems like we can’t live without internet. The internet has made a huge impact in our life. Having digital identity is recommended, because you can connect with lots of people in the world by using just one of many social network platform available.

We have to be smart. Nobody cares about you except your love ones. But they are not going to stay here with us forever right? I guess no matter how old are you, there is no such thing is to early to grow up, mature, being responsible and take an action, so you can be independent and be successful. Don’t do something stupid and regret it in the end. Life is to short.¬†Your life is the most important thing in the world. Take a good care of it and enjoy most of it!

Sampai jumpa di post berikutnya / See you on the next post ūüôā