INTEGRATING

ADVERTISING AND SOCIAL

MEDIA MARKETING
April, 10th 2019
Adrian Osmond Hudiono
Why do companies need to integrate advertising and
social media marketing?

HOW
WHAT
WHY
Social media users has been increasing sharply in the
past years

Social Media Users Worldwide (in billion)

153,6% 2,9
3,02
2,77
2,62
2,46
2,28
2,14
1,91
1,59
1,4
1,22
0,97

2010 2011 2012 2013 2014 2015 2016 2017 2018* 2019* 2020* 2021*

With more than 150% new users in just 7 years shows how important social
media in people’s life nowadays.
Source: Statica.com
Social media are the most accessed services to
Indonesian internet users

Source: wearesocial 2019

 Leading social media embraces engagement
between its users

The most popular social networks usually display a high number of user accounts and enable
users to connect with friends or people across geographical, political or economic borders.

Source: wearesocial 2019

Brand has been using Facebook to amplify
engagement

Royco Indonesia telling

Facebook followers they
were making a photo and
cooking competition.
Through this campaign,
royco try to build an
engagement with their
customer through social
media.
Twitter increased interaction between users and
brand

Creating interaction with

customer using a social
media campaign was
definitely an engaging way
for Samsung to promote its
product for customers.
They built relation using poll
feature.
Have you used
Social Media to
reach your
customers and
market?
What kind of advertising integration can be made
through social media??

HOW
WHAT
WHY
 Understanding advertising channel matrix

Above The Line

Television Ads
Radio Ads Web Banner
Advertorial E-Mail
Print Ads News Letter
Public Space Google Ads
Retail Ambience Static web
Bulletin Etc
Flyer
Billboard
Etc
Offline Online
Sales Promotion
Event Social media
News/publicity Blogs
Sponsorship On-Line community
Social involvement Video sharing
Community involvement On-line chating
Joint Event Etc
Forum Meeting
Etc

Below The Line

11
 Above the line media

Above the line are the non-personal mass communication advertising form
that offer high level control on advertising design and information. ATL sends
the persuasive messages, with no forcing intention to purchase the products

12
 Below the line media

Below the line are the personal form that offer high level customer engagement.
BTL are differents from advertising, it gives company power to encourage
customer to feels and touch the products directly

13
Definition of Social Media Marketing

Social Media Marketing (SMM) is the business use of social media

channels to understand customers and engage them in such a way that
leads to the achievement of ultimate marketing and business goals.
Social Media can be categorized based on their
functionality

Forum & Reviews &

Media Sharing Social Network Micro Blogging
Discussion Rating
Forums and Discussion Sites help brand to communicate
easily with its targeted community

Social Media
Forums and Discussion Sites

How Does it Work?

In this sites, anyone can sign up and start
their own online or e-mail discussion
community on any topic under the sun
focusing on general, industry specific
(vertical) and niche communities
covering every topic imaginable.

What’s in it for Marketers?

• Get closer to your customers
• Raise your profile
• Nip bad things in the bud
• Targetted traffic
Media Sharing Sites allow users to share media which could
build advocacy among them

Social Media
Media Sharing Sites (Images,
Videos and Presentations)

How Does it Work?

The sites typically allow you to make
content publicly available, or restrict
access to the people you specify, to
send content to your ‘friends’ and even
to ‘embed’ (seamlessly integrate) the
content in your blog post or website for
others to find it, distribute it and discuss it.

What’s in it for Marketers?

• Find out what turns your target
market on
• A ready-made vehicle for content
distribution
Reviews and Ratings Sites have gained bigger popularity
among users in the past years due its honest content

Social Media
Reviews and Ratings Sites

How Does it Work?

The sites allow users to review and rate
companies, products, services, books,
music, hotels, restaurants or anything they
like.

What’s in it for Marketers?

• Advertising
• Insight into what’s good, and
what’s bad
• Find out what people really think
• Demonstrate good customer
service
Social Network Sites serve as communication platform
between users all over the world

Social Media
Social Network Sites

How Does it Work?

Social network sites offer users the ability
to find and connect with people they
already know in novel, convenient ways;
to rekindle old acquaintances, and
reinforce new ones. It make the process
of communicating with a large network
of people easy and painless.

What’s in it for Marketers?

• Advertising
• Improve your online
exposure/reputation
• Nurture social evangelists
How effective is Facebook Engagement?

Source: We are social: Digital 2019

Micro blogging has become popular with a mainstream
audience in a very short space of time.

Social Media
Micro Blogging

How Does it Work?

The true value of micro blogging is in the
collective aggregation of those mini-
posts into more than the sum of their
parts. The posts help to get a feel for
them, to develop a better understanding
of what they are all about, and to feel a
stronger connection with them.

What’s in it for Marketers?

• Communicate with your
customers
• Raise your online profile
• Generate traffic
Organic vs Paid?
How do companies integrate their advertising and
social media marketing?

HOW
WHAT
WHY
 Understanding the new customer path

Aware Appeal Ask Act Advocate

Tahu Tertarik Tanya Transaksi Tularkan

24
 Get to know how you should best use social media

Best Traditional Marketing DIGITAL MARKETING FUNNEL Best Digital Marketing

Communication Channels Communication Channels
Objective
1
TV, OOH, Radio, Sponsorship Aware Static and Rich Media Display,
In-stream Video and Audio,
Visible Mobile Video Social Media Marketing,
2 Search Marketing
Print, Retail Outlet, Events, Appeal Search Engine Advertising,
Demos Search Engine Optimization,
Relatable Blogs, Social Networks
Social Media and
3 Mobile Marketing
Ask
3rd Party Advocacy, Retail Outlet Demos, Videos, Landing Sites,
Searchable Promotional Emails, Live Events

4 Mobile Marketing
Affiliate and Partner Sites,
Retail Outlet, Call Center,
Act Commerce Site, Location-based
Communities/Forum Clickable Services, Newsletters, How-to
Sites, Communities, Help Sites
5 Analytics Measurement
Newsletters, Loyalty/Reward Advocacy Newsletters, Reminder Emails,
Programs Shareable Communities

Source: MarkPlus Analysis, 2018

STEP BY STEP
CONTENT MARKETING
 ILUSTRASI
1 Determine Objectives
Tentukan KPI langsung yang ingin Anda capai.
Obyektif Utama Social Media Metrics KPI Target

Introduce New • Instagram view • >2000 view in 2 weeks

• Instagram
Product • Instagram likes • >500 likes per post

• Instagram comment • >200 comment

Customer
• Instagram • Instagram likes • >1.000 likes per post
Enggagement
• Instagram Mention • >200 account mentioned

• >150 Youtube comment

• Youtube comment
• >200 Youtube likes per video
Brand Campaign • Youtube • Youtube likes
• >1000 new Subscriber on
• Youtube Subscribe
campaign period
 ILUSTRASI
2 Target Mapping
Tentukan target pasar Anda dengan sangat jelas.
Segmentasi Geografis Segmentasi Psikografis
Negara Indonesia, Singapura Kelas Sosial A+,A,B+,B,C+
Area Jawa, Singapura Kepribadian Aktif, Impulsif, Mudah
bersosialisasi
Kota Jakarta, Bandung, Semarang,
Surabaya, Singapura Gaya Hidup Survivors, Sustainers, Experiential,
Emulators, Achievers
Segmentasi Demografis
Umur 17-21, 22-26, 27-31 Segmentasi Perilaku
Jenis Kelamin Laki-laki, Perempuan Keuntungan yang Ekonomis, Gengsi, Pengobatan,
Siklus Hidup Single, Menikah, Menikah dengan Dicari Rasa
Keluarga memiliki anak Status Pelanggan Bukan Customer, Mantan
Pengeluaran <20 juta, 21-50 juta, >51 juta Customer, Potensi Menjadi
Customer, Customer Pertama Kali
Pekerjaan Professional, Pengusaha, Pemerintah

Loyalty Loyal, Tidak Loyal

 ILUSTRASI
3 Content Ideation
Tentukan tema konten secara menyeluruh dan roadmap konten.
1. Rasional 1. Konten yang menyampaikan keunggulan produk
Tema: 2. Emosional 2. Menimbulkan emosi negatif ataupun positif terhadap keinginan untuk membeli
3. Moral 3. Mengarahkan audience untuk merasakan pesan dengan benar
1. Video
Format: 2. Visual
3. Artikel/ Teks

Tema Format Ringkasan Alur Cerita

Video menggambarkan bagaimana indahnya laut Indonesia jika dilihat dari atas.
Video: Youtube
Emosional Footage lalu berubah ke dalam air dan menggambarkan banyaknya sampah yang ada
and Instagram
di dalam laut kita.

Kampanye mengenai hemat energi. Akan ada gambar siluet batu karang. Gambar
Moral Image: Instagram pertama terlihat lebih besar dan sehat, sedangkan gambar satunya merupakan
kebalikannya. Pesan yang disampaikan adalah “Selamatkan Bumi dari Kita”.
CONTENT FORMAT
VIDEO CONTENT, NEW KID ON THE BLOCK?
Video: Warisan Kuliner Nusantara
 ILUSTRASI
4 Content Creation
Tentukan siapa yang akan membuat konten tersebut.

Penanggung Eksternal/ Internal

Proses
No Durasi Jawab Entitas
(Mulai dari konsep hingga evaluasi) Peran/
(Internal) Nama [Perusahaan/ Komunitas/
Vendor/dll] Tanggung Jawab
(5 Juni- Memilih orang-
Melati (Project
1 Memilih tim 11 Juni Nino Divisi Marcomm orang kreatif untuk
Manager)
2019) bekerja sama

Memimpin tim
12 Juni –
Lisa (Junior event untuk
2 Mendesain pesan yang dibawa dalam video 16 Juni Lisa Divisi Marcomm
manager) memperoleh ide-
2019
ide

14-16 Arum (Senior Tomato Design Memproduksi

3 Memilih vendor untuk produksi video Arum
Juni 2019 Finance Manager) Agency video kampanye

4 Launching Video

5
 ILUSTRASI
5 Content Distribution
Pilih channel promosi yang ingin digunakan untuk mendistribusikan konten.

Above The Line

Television Ads Public Space Billboard Web Banner Google Ads
Radio Ads Retail Ambience Etc E-Mail Static web
Advertorial Bulletin News Letter Etc
Print Ads Flyer

Offline Online
Sales Promotion Social Joint Event Social media Video sharing
Event involvement Forum Meeting Blogs On-line chating
News/publicity Community Etc On-Line community Etc
Sponsorship involvement

Below The Line

Social media
Forum & Reviews &
Media Sharing Social Network Micro Blogging
Discussion Rating
 ILUSTRASI
6 Content Distribution
Tentukan penjadwalan kampanye untuk sepanjang tahun.
Jadwal Marketing Communication
2019
No Proses Jun Jul Aug Sept Oct Nov Dec Keterangan Budget
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Membuat Story
1
Video
2 Pemilihan vendor
3 Produksi
Editing dan Post
4
Production
Teaser di IG/
5
Facebook
Naik tayang
6
Youtube
7
8
9
10
11
12
 ILUSTRASI
6 Content Amplification
Pilihlah elemen pendukung yang dapat memperkuat konten Anda.
Aktivitas Buzzer: Endorsement: Teaser: Lain-lain:
• Selebriti • Video singkat
• Hired
• Blogger • Teaser Influencer
Eksekutor: • Internal
• Tokoh masyarakat • Multi platform
• Lain-lain
• Lain-lain campaign

Aktivitas Platform Eksekutor Deskripsi

Video Singkat (Paid Ads)
Influencer Teaser
Teaser dari video campaign yang
akan di running. Video singkat hanya
menampilkan konten yang
Youtube ads Internal team
memancing rasa penasaran audiens.
Menggunakan hashtag untuk align
campaign di seluruh social media
Influencer melakukan post konten
Instagram Influencer foto yang memancing rasa penasaran
disertai hashtag
 ILUSTRASI
7 8 Content Marketing Evaluation
Evaluasi pencapaian content marketing yang Anda lakukan dan rencanakan
perbaikan yang Anda ingin untuk lakukan setelah proses evaluasi tersebut.
KPI Target KPI Aktual Isu Perbaikan Waktu Pelaksanaan
Butuh lebih banyak
Hampir seluruh video tidak
Youtube view Hanya mencapai brainstorming dan membuat
menarik dan memiliki cerita Akhir Juni
(500 views) 300 views alur cerita yang lebih
yang tidak unik
menarik

Memilih lokasi terpisah

Penjualan saat Hanya mencapai Tidak dapat menarik segmen
untuk menyelenggarakan Awal Agustus
Event (100 units) 40 units yang dituju
acara tersebut
Hack to Social Media Marketing

Establish your Profile

by engaging proactively through social media you appear responsive, and
can build your reputation as an authoritative and helpful player in your field of
expertise.

Get Informed about Customer Wants and Needs

find out what your customers really think. Get invaluable insight into their
perception of your products, services, brands, industry and more general
topics of interest.

Influence the Influencers

While small in number of influencers compared to the market as a whole,
these influential individuals have already gained the trust and respect of their
online peers, and fostering their good opinion can have a disproportionate
impact on your broader online reputation.

Nurture Brand Advocacy

one of the most powerful aspects of social media is its capacity for viral
propagation. It is the online equivalent of word-of-mouth marketing, except
that online the word can travel further, faster.
 EXERCISE:
CREATE COMPREHENSIVE
CONTENT MARKETING
April, 10th 2019
Adrian Osmond Hudiono
1 Determine Objectives
Tentukan KPI langsung yang ingin Anda capai.
Obyektif Utama Social Media Metrics KPI Target
 2 Target Mapping
Tentukan target pasar Anda dengan sangat jelas.
Segmentasi Geografis Segmentasi Psikografis
Negara Kelas Sosial

Area
Kepribadian
Kota

Gaya Hidup
Segmentasi Demografis
Umur
Segmentasi Perilaku
Jenis Kelamin Keuntungan yang
Dicari
Siklus Hidup
Keluarga Status Pelanggan
Pengeluaran

Loyalty
Pekerjaan
 ILUSTRASI
3 Content Ideation
Tentukan tema konten secara menyeluruh dan roadmap konten.
1. Rasional
Tema: 2. Emosional
3. Moral
1. Video
Format: 2. Visual
3. Artikel/ Teks

Tema Format Ringkasan Alur Cerita

 ILUSTRASI
4 Content Creation
Tentukan siapa yang akan membuat konten tersebut.

Penanggung Eksternal/Internal
Proses
No Durasi Jawab Entitas
(Mulai dari konsep hingga evaluasi) Peran/
(Internal) Nama [Perusahaan/ Komunitas/
Vendor/dll] Tanggung Jawab

5
 ILUSTRASI
5 Content Distribution
Pilih channel promosi yang ingin digunakan untuk mendistribusikan konten.

Above The Line

Television Ads Public Space Billboard Web Banner Google Ads
Radio Ads Retail Ambience Etc E-Mail Static web
Advertorial Bulletin News Letter Etc
Print Ads Flyer
Melibatkan dua orang atau lebih
berkomunikasi secara langsung secara
Offline Online
tatap muka,
Sales individu
Promotion ke audiens,
Social melalui
Joint Event Social media Video sharing
Event involvement Forum Meeting Blogs On-line chating
telepon, ataupun e-mail.
News/publicity Community Etc Etc
On-Line community
Sponsorship involvement

Below The Line

Social media
Forum & Reviews &
Media Sharing Social Network Micro Blogging
Discussion Rating
 ILUSTRASI
6 Content Distribution
Tentukan penjadwalan kampanye untuk sepanjang tahun.
Jadwal Marketing Communication
2019
No Proses Jun Jul Aug Sept Oct Nov Dec Keterangan Budget
1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
1

10

11

12
 ILUSTRASI
6 Content Amplification
Pilihlah elemen pendukung yang dapat memperkuat konten Anda.
Aktivitas Buzzer: Endorsement: Teaser: Lain-lain:

Eksekutor:

Aktivitas Durasi Lokasi Eksekutor Deskripsi

 ILUSTRASI
7 8 Content Marketing Evaluation
Evaluasi pencapaian content marketing yang Anda lakukan dan rencanakan
perbaikan yang Anda ingin untuk lakukan setelah proses evaluasi tersebut.
KPI Target KPI Aktual Isu Perbaikan Waktu Pelaksanaan
Social Media Transparancy Factor
Create effective posts on social media
Step 1
1 Understand the nature of the media you want to use. Facebook, Instagram, and Youtube have
different content ecosystem

Step 2
2 Understand the target audience of your product, each segment has different demographics
and media behavior.

Step 3
3 Understand your product type, is it high involvement (high budget and risk) or low
involvement (low budget and risk). High involvement requires more powerful content.

Step 4
4 Understand the purpose of content that you have created. What the objective you want to
aim in the customer journey stage? Is to create awareness or increase purchase?
 Create effective posts on social media
Step 1
1 Understand the nature of the media you want to use. Facebook, Instagram, and Youtube have
different content ecosystem

1. Artikel 1. Photo 1. Live Video 1. Artikel

2. Photo 2. Short Video 2. Video 2. Photo
3. Video 3. Story 3. Audio 3. E-Book
4. Product (E- 4. Live Video 4. Slide Share
commerce)
5. Event (Facebook
Event)
6. Live Video
7. Game
 Create effective posts on social media
Step 2
2 Understand the target audience of your product, each segment has different demographics
and media behavior.

Aktivitas yang dilakukan

1. Pekerjaan apa yang Anda lakukan?
2. Kegiatan apa yang biasa Anda lakukan?
3. Bagaimana cara Anda mencari informasi? Dimana tempat
4. Bagaimana cara Anda membeli suatu barang? bersosialisasi
PERSONA 1. Dimana tempat
Dengan siapa berinteraksi Anda berkumpul
1. Siapa yang menjadi influencer Anda? dengan teman?
Demografi
2. Siapa artist/actor favorit Anda? 2. Kemana Anda pergi
1. Umur
3. Blog/ Sosial media yang sering Anda baca? secara rutin?
2. Status, Anak
3. Kemana Anda pergi
3. Pendidikan Needs and Wants untuk mencapai
4. Pekerjaan 1. Apa yang Anda Butuhkan? tujuan Anda?
5. Agama 2. Masalah Apa yang Anda hadapi?
6. Pengeluaran 3. Apa yang membuat produk menarik?
7. Pendapatan 4. Apa tujuan Anda?
 Create effective posts on social media
Step 3
3 Understand your product type, is it high involvement (high budget and risk) or low
involvement (low budget and risk). High involvement requires more powerful content.

Low involvement High involvement

Frekuensi pembelian sering Frekuensi pembelian jarang

Biasanya harga barang murah Proses pembelian kompleks
Tidak butuh banyak usaha tambahan Definisi Banyak mencari informasi tambahan
Tidak menimbulkan resiko yang besar Membutuhkan biaya yang besar

Sampo Mobil
Makanan
Minuman soda
Contoh Telepon
Paket travel
Vitamin
Buku
Produk Penerbangan
Kamera Mirrorless

Artikel
Photo
Video pendek Content E-Book
Video Mini Series
Game
E-Mail Marketing Marketing Event / Web Binar
Newsletter
Create effective posts on social media
Step 4
4 Understand the purpose of
content that you have
created. What the objective
you want to aim in the
customer journey stage? Is to
create awareness or increase
purchase?