A Step By Step Guidance How To Create Digital Campaign in Big Organization. It is hard to create digital company team in Big Company. And this is guidance from me to get success in shifting from traditional campaign (marketing communication) become digital campaign. I understand that an effective campaign demands a great deal of time, patience and planning. For you that run a marketing campaign before, it can be tough to understand all of the working parts. In this slide, I try to show you how to make your first digital marketing campaign a success! It is not compiled with theory only but with execution strategy too. Remember one thing, the important thing is the human resources. Feel free to discuss with me.. IG: @abepoetra Email: abe.poetra@gmail.com Blog: https://abepoetra.wordpress.com See you soon..

1. How to CREATE
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
A STEP BY STEP GUIDANCE
DIGITAL CAMPAIGN
A Study Case From TELKOMSEL

2. DA MISSION
To deliver stronger market
advocacy in order to drive market
as planned
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

3. 3
REASONS
WHY WE NEED
DIGITAL CAMPAIGN
ABIE - Abdi J. Putra

4. 1
CLUMSY
NUMBERS
SLO HOW
MANY?
FOR
INSTANCE,
Service Level Overview
(SLO) is the only
method to measure the
effectiveness.
How many people pass thru the
Bando (Billboard) every day x 365
days? Single person or more. And
it can be multiply, right?
The most viewed SLO is
situated at Traffic Light.
People will see the campaign.

5. BUT..
How about
Fun Fact!
Yes, behaviour has changed
now?
If the traffic light printed more
than 15 seconds people will do
something else.
People tends to take his/her
phone, and check socmed or
chat Apps (WA, Line)
Abdi J. Putra – ABIE

6. 2
BUYING ATTENTION
OR
BEING NEGLECTED?
Abdi J. Putra – ABIE

7. WELL..
Everyone need a story, rite?
Different experiences with different stories..
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

8. Those folks join the Net
3
Market as we know it....
has changed!
Market As We Know It

10. THIS PAGE..
is intentionally left blank
Go to steps to get digital campaign..
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

11. STEPS
8(A Story From MARCOMX)
TO DELIVER
DIGITAL CAMPAIGN
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

12. #1
KNOWING THE BASIC
ABIE - Abdi J. Putra

13. Source :https://www.linkedin.com/pulse/unlearn-what-we-have-learned-4-ps-marketing-david-ho
Modern
Marketing
Model
(M3)
We need the new modelling to this
transformation
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

14. MARKETING
JAMAN
NOW

15. MARKETING
IN A NUTSHELL
ABIE - Abdi J. Putra

16. #2
NEW SKILLS DO MATTER
ABIE - Abdi J. Putra

17. Everyone Get in The TRAIN-ing
All Cluster Hips The Content
(Consumer Sales)

18. Budget : Rp 140.000
Reach : 56,410
Impression : 63,747
Promotion Clicks : 321
Gender : 55% (M) 45% (F)
Age range majority: 18-24 y.o
3 Top Location : North Sumatera, South
Sumatera, Riau
CAMPAIGN DELIVERY
See the illustration...

19. #3
FUTURE FIT ORGANIZATION
ABIE - Abdi J. Putra

20. SATYA NADELLA (MSFT)
Enabling Digital Transformation (Microsoft, 2018)
Marcom[x]formation
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

21. MARCOMM [X]FORMATION
SPV REGIONAL 1 SPV REGIONAL 2 SPV REGIONAL 3
This one is EXISTING..
TERITORIAL BASED

22. And now, collaborate in TELKOMSEL Area
Become..
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

23. SPV REGIONAL 1
SPV REGIONAL 2
SPV REGIONAL 3
Simplifying Above the line
(ATL) & Below the line
(BTL) become OFF THE LINE
Guarding ON THE LINE activities,
focus on digital media campaign
that using internet
Strengthening Rich Content
Producer (Strategic
Marcomm Delivery)
OFF
TL ON
TL
SMD
Ultimate Form

24. MODERN MARKETING MODEL (M3)
OFF-TL ON-TL
1. Distributions all of
recommendation from SMD
2. How to Execution
3. Customer Experiences &
Customer Focus
4. Promotions (POS Materials)
5. Data Related
6. Measuring & Effectiveness
Marketing
Strategic
Marketing
Analysis
Marketing
Planning
STRATEGIC MARCOMM DELIVERY (SMD)
• Marketing Strategic
• Content Strategic
• Marketing Orientation
• Customer Insight
• Brand & Value
• Segmentation Target
• Positioning
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

25. SPV OFF TL
Guarding the Off The Line
Campaign, such as: OOH, Radio,
Newspaper, SMS BC, POSMat
details (flyer, poster, etc)
SPV ON TL
Guarding the Digital
Campaign, such as: Digital
Content Delivery, Social
media advertising, etc
SPV SMD
Strategic Marcomm Delivery as
the Creator of everything about
content (Creative Content, HQ
Campaign delivery )
EVENTS & SPONSORSHIP REGIONAL
Collaboration with BRANCH to execute
events & sponsorship
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

26. Achievements
Lorem ipsum dolor sit amet, lacus nulla ac netus nibh aliquet, porttitor ligula justo libero
vivamus porttitor dolor, conubia mollit
Having insight to check
“what is trending” and
“nowadays campaign”
Always #BeCreative
in delivery campaign
Practical insight &
collaborate to whole
dept (including
CSO)
Measure it, how high
the campaigns
works?
STRATEGIC
MARCOMM
DELIVERY

27. ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

28. #4
GET THE RESOURCE RIGHT
ABIE - Abdi J. Putra

29. Production Tools
Green Screen
Mic + Boom Pole
Kamera
TripodLightingClapper

30. SCRIPT
WRITER TALENTS CAMERAMAN
EDITOR
VIDEOS
Another
Resources

31. #5
FEEL THE RYTHM
ABIE - Abdi J. Putra

32. PROMOTED POST BY EMPLOYEE WITH 50K BUDGET

33. TAU Lite-6 Targeted & Segmented
Period : 12 – 30 March 2019
Budget : Rp 5.000.000,- (lifetime budget)
Target Coverage : > 8 Mio People
1.636.653 4.117.610 Rp 5 Mn 5.439
How much the reach of
unique users
REACH
How much people seen
the ads for certain
promote period
IMPRESSION
Amount of budget
reserved for the ads
BUDGET
Amount of people who
click the promotion link
(CTA)
LINK CLICKS
We don’t produce “Posters, Flyers, & others” but
it has been seen 4.1 Mn times
ENGAGEMENTNUMBERS EXAMPLE

34. #6
MEASURING THE CAMPAIGN
ABIE - Abdi J. Putra

35. Branch & SOO commander along with Mitra AD digitize campaign based
on what trends at cluster by promoting the contents
571 106 137 12
Animation
With voice over
MarcomX
Video (take)
Retouch
Video HQ
VO + Mantab
Marcomm Land
Video (take)
Cluster’s
IG Account
39 44
Mitra AD
Accounts
telkomselsumatera
Telkomsel Sumatera
Also posted in
NUMBERS DO
MATTERS
Branch
IG Account
15

36. reach
IMPRESSION
The number of unique
accounts that have
seen any of your posts
The total number
of times all of your
posts have been
seen

37. Rp 500.000
Campaign
budget
Had successfully generated:
249,264 people reached
269,425 impressions
1,005 promotion clicks
1,131 profile visits
1,4k likes
39 comments
84 saved post
SAMPLE
MEASURING THE CAMPAIGN
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

38. #7
L.A.M.E
HOW TO CREATE (REALLY) SIMPLE VIDEOS
ABIE - Abdi J. Putra

39. L.A.M.ELOW ADVERTISEMENT, MORE ENGAGEMENT
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

40. ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

41. #8
ONE THING THAT YOU NEED:
AS MUCH IDEAS
ABIE - Abdi J. Putra

42. Nothing New
Under The Sun
BUT CREATIVITY
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

43. The Only Limit is
Your Imagination
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

44. CENTRALIZED
MARCOM
TRAINING
DIGITAL
MARKETING
PHASE 1
TRAINING
DIGITAL
MARKETING
PHASE 2
CONTENT
CREATING
TRAINING
PROVIDING
PRODUCTION
TOOLS
Gather all the
marcom team in
one place. More
effective team
coordination
Training
Digital
Marketing
was held for
Spv CSO of
38 clusters,
Training
Digital
Marketing
was held for
Manager
Branch &
Regional
All marcom
team get
deeper
knowledge
about
creating
content
Provide all
content
production
tools, such
as green
screen,
camera,
lighting,
tripod, etc
TIMELINE TO EXECUTE DIGITAL CAMPAIGN

45. 96
Digital Marketing is cost LESS campaign with
MORE engagement in order to generate
Cost Leadership program
OOH
OOH spots reduction (saving around 2.2 Bn)
LOW BUDGET
HIGH IMPACT62
OOH
ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel

46. DIGITAL
TRAINING
DOCUMENTATION

47. ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
TEAM MARCOMX TELKOMSEL AREA SUMATERA - 2019

48. ABIE - Abdi J. Putra
General Manager Digital Lifestyle in Telkomsel
THANK YOU