2. Denny Santoso Profile
1
14 years experience in fitness industry
2
Large offline and online commerce network
3
Owner of PT. Jaya Sportindo - sole distributor of
Ultimate Nutrition Indonesia
4
Owner of Duniafitnes.com - one of the biggest
health and fitness portal in Indonesia
5
Founder of Startupbisnis.com, Beautiplan.com
and BRTC Indonesia
21. Indonesia Internet User Growth
(in Million)
80
80
63
60
55
40
42
30
20
25
0
2008
2009
*Source: internetworldstats.com
2010
2011
2012
2013
Source: Internet World Stat
28. Your website is not your
web presence
Voice
(Your Website)
Footprint
(ads, Blogs,
Forums, Other
activities)
Shadow
(what everyone
else says about
you)
29. 4Q
1.Who are you trying to reach?
2.What are you trying to say?
3.What do you want them to do?
4.How will you know it has worked?
30. Convergence
Convergence of social, search and mobile is dominating the current web
landscape, and is driving the realtime people and brand behaviour
Social
Search
Mobile
31. The Age of The Social Enterprise
“To any CEO who is sceptical today about social enterprise, you
have to be totally connected with everyone who touches your
brand. If you don’t do that, I don’t know what your business model
is in five years time.”!
Burberry CEO, Angela Ahrendts
32. Google warns 6 in 10 will leave
your mobile unfriendly site.
36% of respondents said they felt like they’ve wasted their time by
visiting those sites, and 52% of users said that bad mobile
experience make them less likely to engage with a company.!
33. Channel Evolution
Traditional Marketing Tradigital Marketing
Broadcast!
Print!
Radio!
Outdoor
Brand as
‘outsider’
Banners!
Microsites!
Email!
Search
Real-time marketing
Networks!
Communities!
Blog!
Microblogs
Brand as
‘insider’
35. Start with your business objectives.
Outline your marketing strategy
then plan your digital strategy.
36. 1. REACH
Build awareness on other
sites and in offline medias
and drive to web
presences
KPI - Unique Visitors, fans, share,
revenue or goal per visits
4. ENGAGE
2. ACT
Build customer and fan
relationships through time
to achieve retention goals
Encourage audience to
interact with brand on
website or other online
presence
The Race Digital
Strategy Framework
KPI - % active hurdle rates, fan
engagement, repeat conversion
KPI - Bounce rate, page per visits,
conversion
3. CONVERT
Achieve conversion to
marketing goals such as
fans, leads or sales online
and offline
KPI - conversion, leads and sales,
revenue and margin
37. Your media choice reflects your content strategy, which
reflects your objectives
Owned media
Paid Media
Channel a brand controls
Brand pays to leverage a
channel
Website, Blog,
Mobile apps, Social
Presence
Paid Search, Display ads,
Affiliate Marketing, Digital
signage
Earned media
Media earned for a brand in a
social environment
Word of mouth, Social
Networks, Influencer
outreach
38. Channel Activity
1. Website - Dashboard
2. Facebook - Multiway social interaction
3. Mobile apps - Inform and build anticipation on location
4. Youtube - Deliver engaging content
5. Twitter - Inform and trigger desire to participate
6. Digital advertising - Awareness and trigger to participate
7. Mobile SMS - Trigger individual by location
8. Email - Exclusive offers and news updates
39. What is strategy?
Strategy is science or art of directing a way of
action to achieve of the main goal efficiently.
52. Traffic Sources
FREE TRAFFIC
PAID TRAFFIC
Google Organic, SEO, Web
Linking, Social Media,
Great Content
Google Adwords, Facebook
Ads, Banner Ads, Affiliate
Marketing
YOUR WEBSITE
