Basic practice social media for business and commerce. Presented to 25 coorporate brands marketing manager and PR in Balikpapan on 2014. Visit us on ww.soclab.co

1. BUILD YOUR BRAND ON SOCIAL MEDIA
BUILD YOUR BRAND ON
SOCIAL MEDIA

2. BUILD YOUR BRAND ON SOCIAL MEDIA

3. BUILD YOUR BRAND ON SOCIAL MEDIA

4. BUILD YOUR BRAND ON SOCIAL MEDIA

5. BUILD YOUR BRAND ON SOCIAL MEDIA

6. BUILD YOUR BRAND ON SOCIAL MEDIA

7. BUILD YOUR BRAND ON SOCIAL MEDIA
download workshop documents at
kotabalikpapan.net/academy

8. BUILD YOUR BRAND ON SOCIAL MEDIA
Apakah social media itu
iseng-iseng?

9. BUILD YOUR BRAND ON SOCIAL MEDIA

10. BUILD YOUR BRAND ON SOCIAL MEDIA

11. BUILD YOUR BRAND ON SOCIAL MEDIA
 Pengguna internet di Indonesia 62,9 juta
 Pengguna ponsel di Indonesia 220 juta
 Pengguna Facebook di Indonesia 47 juta
 Pengguna Twitter di Indonesia 19,7 juta
 Pengguna Twitter di Indonesia nomor 3 di dunia
 55 juta pengguna aktif perangkat mobile yang
menggunakan akses per bulan
28 juta pengguna aktif perangkat mobile yang
menggunakan akses per hari

12. BUILD YOUR BRAND ON SOCIAL MEDIA
Facebook
adalah situs
yang paling
banyak
dikunjungi oleh
pengguna
internet
Indonesia.

13. BUILD YOUR BRAND ON SOCIAL MEDIA
Transaksi online di Indonesia mencapai Rp35 triliun
Orang Indonesia rata-rata menghabiskan Rp2,3 juta
/ tahun berbelanja di internet

14. BUILD YOUR BRAND ON SOCIAL MEDIA
Konsumen lewat
internet di
Indonesia 78%
membagi
informasi/mere-
komendasikan
produk/jasa yang
mereka pakai
lewat jejaring
social media.

15. BUILD YOUR BRAND ON SOCIAL MEDIA
Pengguna internet di Indonesia bisa
membeli apapun di internet

16. BUILD YOUR BRAND ON SOCIAL MEDIA
Few Questions About Brand Development in Social Media
1) Temporary trend?
2) Consumer business only?
3) Wasting time?
4) Wild?
5) Coorporate policy?
6) Lack of resource?
7) Investment, KPI and RoI?

17. BUILD YOUR BRAND ON SOCIAL MEDIA
Building-up and maintaining
network is rather
a marathon than a sprint

18. BUILD YOUR BRAND ON SOCIAL MEDIA

19. BUILD YOUR BRAND ON SOCIAL MEDIA

20. BUILD YOUR BRAND ON SOCIAL MEDIA

21. BUILD YOUR BRAND ON SOCIAL MEDIA

22. BUILD YOUR BRAND ON SOCIAL MEDIA

23. BUILD YOUR BRAND ON SOCIAL MEDIA

24. BUILD YOUR BRAND ON SOCIAL MEDIA

25. BUILD YOUR BRAND ON SOCIAL MEDIA

26. BUILD YOUR BRAND ON SOCIAL MEDIA

27. BUILD YOUR BRAND ON SOCIAL MEDIA

28. BUILD YOUR BRAND ON SOCIAL MEDIA
What’s to do on Social Media?
Sharing
Listening
Engaging
Monitoring

29. BUILD YOUR BRAND ON SOCIAL MEDIA
Always Listen First,
Selling Second
First Law of Social Media for Business

30. BUILD YOUR BRAND ON SOCIAL MEDIA

31. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Channels for Business
Microsite

32. BUILD YOUR BRAND ON SOCIAL MEDIA

33. BUILD YOUR BRAND ON SOCIAL MEDIA

34. BUILD YOUR BRAND ON SOCIAL MEDIA

35. BUILD YOUR BRAND ON SOCIAL MEDIA

36. BUILD YOUR BRAND ON SOCIAL MEDIA

37. BUILD YOUR BRAND ON SOCIAL MEDIA
How to Start?

38. BUILD YOUR BRAND ON SOCIAL MEDIA

39. BUILD YOUR BRAND ON SOCIAL MEDIA

40. BUILD YOUR BRAND ON SOCIAL MEDIA

41. BUILD YOUR BRAND ON SOCIAL MEDIA

42. BUILD YOUR BRAND ON SOCIAL MEDIA

43. BUILD YOUR BRAND ON SOCIAL MEDIA

44. BUILD YOUR BRAND ON SOCIAL MEDIA

45. BUILD YOUR BRAND ON SOCIAL MEDIA

46. BUILD YOUR BRAND ON SOCIAL MEDIA
SOCIAL MEDIA KPI
• Jumlah follower, fans, subscriber, pageview
• % kenaikan atau penurunan siklus penjualan
• % kenaikan atau penurunan biaya departemen support
• % kenaikan atau penurunan social engagement (impression,
reach, retweet, like, viral, share, mention, sentiment, review,
page view, page visit, dll)
• Jumlah/angka kontribusi saran dari audiens

47. BUILD YOUR BRAND ON SOCIAL MEDIA

48. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Selling

49. BUILD YOUR BRAND ON SOCIAL MEDIA

50. BUILD YOUR BRAND ON SOCIAL MEDIA

51. BUILD YOUR BRAND ON SOCIAL MEDIA

52. BUILD YOUR BRAND ON SOCIAL MEDIA

53. BUILD YOUR BRAND ON SOCIAL MEDIA

54. BUILD YOUR BRAND ON SOCIAL MEDIA

55. BUILD YOUR BRAND ON SOCIAL MEDIA

56. BUILD YOUR BRAND ON SOCIAL MEDIA

57. BUILD YOUR BRAND ON SOCIAL MEDIA

58. BUILD YOUR BRAND ON SOCIAL MEDIA

59. BUILD YOUR BRAND ON SOCIAL MEDIA
Build Relationship
First Law in Social Selling

60. BUILD YOUR BRAND ON SOCIAL MEDIA

61. BUILD YOUR BRAND ON SOCIAL MEDIA

62. BUILD YOUR BRAND ON SOCIAL MEDIA

63. BUILD YOUR BRAND ON SOCIAL MEDIA

64. BUILD YOUR BRAND ON SOCIAL MEDIA

65. BUILD YOUR BRAND ON SOCIAL MEDIA

66. BUILD YOUR BRAND ON SOCIAL MEDIA

67. BUILD YOUR BRAND ON SOCIAL MEDIA

68. BUILD YOUR BRAND ON SOCIAL MEDIA

69. BUILD YOUR BRAND ON SOCIAL MEDIA

70. BUILD YOUR BRAND ON SOCIAL MEDIA

71. BUILD YOUR BRAND ON SOCIAL MEDIA

72. BUILD YOUR BRAND ON SOCIAL MEDIA

73. BUILD YOUR BRAND ON SOCIAL MEDIA

74. BUILD YOUR BRAND ON SOCIAL MEDIA

75. BUILD YOUR BRAND ON SOCIAL MEDIA

76. BUILD YOUR BRAND ON SOCIAL MEDIA

77. BUILD YOUR BRAND ON SOCIAL MEDIA

78. BUILD YOUR BRAND ON SOCIAL MEDIA

79. BUILD YOUR BRAND ON SOCIAL MEDIA

80. BUILD YOUR BRAND ON SOCIAL MEDIA

81. BUILD YOUR BRAND ON SOCIAL MEDIA

82. BUILD YOUR BRAND ON SOCIAL MEDIA

83. BUILD YOUR BRAND ON SOCIAL MEDIA

84. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Create a strong presence in
social channels to build
trust (brand and individual
contributors)

85. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Encourage team members
to participate in “interest
groups” or professional
communities (E.g., LinkedIn
Groups, Twitter, and
discussion forums)

86. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Define focused keyword
searches and strategy to
listen into the conversation

87. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Respond in real-time to
build engagement, brand
preference, and trust

88. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Be consistent with listening,
monitoring, and engaging

89. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Share information and
expertise in an approachable
and authentic tone

90. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Look for opportunities to
increase brand preference
and sales opportunities

91. BUILD YOUR BRAND ON SOCIAL MEDIA
8 Best practices to implementing
a successful social selling strategy
Route other types of
uncovered opportunities to
the appropriate team
members (E.g., support
issues, general questions)

92. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study I

93. BUILD YOUR BRAND ON SOCIAL MEDIA

94. BUILD YOUR BRAND ON SOCIAL MEDIA
• Produk yoghurt Yunani berusia 7 tahun yang berkompetisi dengan
Dannon dan Yoplait.
• Pada 2012 mencatatkan pendapatan $1 miliar
• Berhasil mengakuisisi 50% konsumen yoghurt Yunani di AS, Kanada
dan Australia.
• Memiliki lebih dari 900.000 fans pada fanpage, jauh mengalahkan
Nestle dan Green Giant.
Case Study I

95. BUILD YOUR BRAND ON SOCIAL MEDIA
• Jangan terlalu 'company oriented'. Share apa
yang menarik bagi audiens.
• Responsif
• Micro-targeting customer persona
• Hubungkan dengan aktivitas offline
• Charity
Case Study I

96. BUILD YOUR BRAND ON SOCIAL MEDIA
Session II
Art of Listening
Generate Content
Get Viral
Analyze
Social Media Crisis Management
Promote Offline Event
End of Session I
Next:

97. BUILD YOUR BRAND ON SOCIAL MEDIA
Art of Listening

98. BUILD YOUR BRAND ON SOCIAL MEDIA

99. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study II
‘The Turnaround Pizza’

100. BUILD YOUR BRAND ON SOCIAL MEDIA

101. BUILD YOUR BRAND ON SOCIAL MEDIA

102. BUILD YOUR BRAND ON SOCIAL MEDIA

103. BUILD YOUR BRAND ON SOCIAL MEDIA

104. BUILD YOUR BRAND ON SOCIAL MEDIA

105. BUILD YOUR BRAND ON SOCIAL MEDIA
1. Mengukur dampak
2. Penyelesaian krisis yang pro-aktif
3. Public relation online yang efektif
4. Mengukur posisi dalam kompetisi
5. Mengindentifikasi peluang
6. Mendapatkan pandangan/feedback

106. BUILD YOUR BRAND ON SOCIAL MEDIA
Dell Radian6

107. BUILD YOUR BRAND ON SOCIAL MEDIA
Generate Content
‘Content is King’

108. BUILD YOUR BRAND ON SOCIAL MEDIA
1. 70/20/10 Rule
(70% valuable, 20% other sources, 10% promotional)

109. BUILD YOUR BRAND ON SOCIAL MEDIA
2. Capitalize on Major Events

110. BUILD YOUR BRAND ON SOCIAL MEDIA
3. Crowdsource for New Ideas

111. BUILD YOUR BRAND ON SOCIAL MEDIA
4. Show Your Fans The Fun

112. BUILD YOUR BRAND ON SOCIAL MEDIA
5. Give Good Customer Service

113. BUILD YOUR BRAND ON SOCIAL MEDIA
6. Post Consistently

114. BUILD YOUR BRAND ON SOCIAL MEDIA
7. Respond your Fans

115. BUILD YOUR BRAND ON SOCIAL MEDIA
8. Content That Interests Your Fans

116. BUILD YOUR BRAND ON SOCIAL MEDIA
9. Storytell With Video

117. BUILD YOUR BRAND ON SOCIAL MEDIA
10. Capture Mood of Seasons

118. BUILD YOUR BRAND ON SOCIAL MEDIA

119. BUILD YOUR BRAND ON SOCIAL MEDIA
Get Viral

120. BUILD YOUR BRAND ON SOCIAL MEDIA
Why Go Viral?
1 2 3
Cheap Effective Feedback

121. BUILD YOUR BRAND ON SOCIAL MEDIA

122. BUILD YOUR BRAND ON SOCIAL MEDIA

123. BUILD YOUR BRAND ON SOCIAL MEDIA

124. BUILD YOUR BRAND ON SOCIAL MEDIA

125. BUILD YOUR BRAND ON SOCIAL MEDIA

126. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic

127. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic
1 Audience
2 Virality
3 Engagement
4 Benchmark

128. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic
1Audience
1. Fans / follower growth
2. Demographic
3. Location
4. Influencer

129. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic
1Audience
1. Fans / follower growth
Hoosuite Dashboard – Facebook Insight

130. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic
1Audience
2. Demographic
Sprout Social– Facebook Insight

131. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic
1Audience
3. Location
Facebook Insight
Twitonomy.com

132. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic
1Audience
4. Influencer
Socialmentions.com

133. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic
1Audience
4. Influencer
Tweetreach.com

134. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 1. Reach
Tweetreach.com

135. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 1. Reach
Hastracking.com

136. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 1. Reach
Facebook Insight

137. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 2. Impression
Sproutsocial.com

138. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 2. Impression
Topsy.com

139. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 3. Retweet
Sproutsocial.com

140. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 3. Retweet
Tweetchup.com

141. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 4. Share
Facebook Insight

142. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 5. Click
Hootsuite Analytic

143. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 6. Popular Post
Twitonomy.com

144. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 2 Virality 7. Popular Post
Facebook Insight

145. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 3 Engagement 1. Mention
Sproutsocial.com

146. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 3 Engagement 2. Sent Message
Sproutsocial.com

147. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 3 Engagement 3. Conversation
Mentionmap.com

148. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 3 Engagement 3. Conversation
Twitonomy.com

149. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 3 Engagement 3. Conversation
Twitonomy.com

150. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 3 Engagement 4. Sentiment
Socialmentions.com

151. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 4 Benchmark 1. Trend
Twitter.com Trendsmap.com

152. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 4 Benchmark 2. Conversation
Twitter.com

153. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 4 Benchmark 3. Sentiment
Socialmention.com

154. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 4 Benchmark 4. Score
Twitonomy.com

155. BUILD YOUR BRAND ON SOCIAL MEDIA
Social Media Analytic 4 Benchmark 4. Score
Klout.com

156. BUILD YOUR BRAND ON SOCIAL MEDIA
Social
Media
Crisis
Management

157. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study III
‘Domino’s Pizza: Dirty Pizza’

158. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study III: ‘Domino’s Pizza: Dirty Pizza’

159. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study III: ‘Domino’s Pizza: Dirty Pizza’

160. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study III: ‘Domino’s Pizza: Dirty Pizza’

161. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study III: ‘Domino’s Pizza: Dirty Pizza’
Saat berita buruk tersebar, sentimen buruk naik drastis, sentimen baik turun
drastis
Kecepatan reaksi perusahaan dalam merespons berita buruk, juga lewat
social media
Saat permintaan maaf dibuat, sentimen baik naik drastis, sentimen buruk
turun drastis
Reaksi atas peristiwa dibagi atas: prank post, apology post, commentary post
Prank post menyebar lebih cepat dan lebih banyak ketimbang apology post
dan commentary post

162. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study III: ‘Domino’s Pizza: Dirty Pizza’
Prank post mendapat perhatian lebih besar daripada apology post dan
commentary post dari orang awan
Para expert (jurnalis, konsultan marketing, power blogger/social media)
memberikan perhatian pada reaksi perusahaan
Para expert memiliki network/koneksi pertemanan yang lebih banyak dan
padat ketimbang orang awam
Para expert menyebarkan apology post dan commentary post kepada
network mereka, yang jumlahnya lebih besar daripada orang awam yang
menyebarkan prank post

163. BUILD YOUR BRAND ON SOCIAL MEDIA
Case Study III: ‘Domino’s Pizza: Dirty Pizza’
Kecepatan dan ketepatan reaksi menentukan bagaimana sebuah masalah
bisa terselesaikan
Bad news pasti menyebar lebih cepat dan lebih lebar ketimbang good news
Para expert user memainkan peranan penting sebagai brand advocate
dengan menggunakan network mereka yang solid dan lebar
Sentimen negatif akan turun dalam periode interaksi
KESIMPULAN

164. BUILD YOUR BRAND ON SOCIAL MEDIA

165. BUILD YOUR BRAND ON SOCIAL MEDIA

166. BUILD YOUR BRAND ON SOCIAL MEDIA

167. BUILD YOUR BRAND ON SOCIAL MEDIA

168. BUILD YOUR BRAND ON SOCIAL MEDIA

169. BUILD YOUR BRAND ON SOCIAL MEDIA

170. BUILD YOUR BRAND ON SOCIAL MEDIA

171. BUILD YOUR BRAND ON SOCIAL MEDIA

172. BUILD YOUR BRAND ON SOCIAL MEDIA

173. BUILD YOUR BRAND ON SOCIAL MEDIA

174. BUILD YOUR BRAND ON SOCIAL MEDIA
Promoting Offline Event

175. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event

176. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
1Cross Platform
(Facebook, Twitter,
Youtube, Instagram,
Microsite, Email, etc)

177. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
2Visually
Well Designed

178. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
3Hastagging

179. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
4Facebook Event
Invitations/
Application

180. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
5Hot Deals

181. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
6Get Influencers

182. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
7Engage

183. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
8Stream
The Progress

184. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
9Analyze

185. BUILD YOUR BRAND ON SOCIAL MEDIA
Promote Offline Event
10Live Stream

186. BUILD YOUR BRAND ON SOCIAL MEDIA
It is not the strongest of the
species that survive,
nor the most intelligent,
but the one most responsive
to change.
(Charles Darwin)

187. BUILD YOUR BRAND ON SOCIAL MEDIA

188. BUILD YOUR BRAND ON SOCIAL MEDIA
Terima Kasih