Digital Marketing Strategy for FMCG Presented at Social Media Strategist Club Gathering on March 15th 2013 By: Rade Tampubolon (@radiculouz)

2. FAST MOVING CONSUMER GOODS

3. Digital Marketing Manager Head of Digital Marketing
2010-2012 2013 - present
Co-founder
.com
Twitter Buzzer Advertising Network & Self-Service Platform
Rade Tampubolon | @radiculouz | rade_718@yahoo.com

4. Sh*t
Marketers
Say

6. TVC nya tolong
di viral-in di
Youtube ya…

8. Bikinin fanpage
dong, untuk iklanin
konsumen promo kita…

10. Si (kompetitor) lagi
jalanin aktivitas X
tuh, kita bikin juga
dong…

11. There are still
lots of
misconceptions
regarding
digital marketing.

12. Here are some of the
Strategies &
Applications

14. Wafer Tango was running a
marketing campaign with this theme.

15. We created a
crowdsourcing music
video and launched it
on August 2012.
#1Cinta1Indonesia
117.187 Views
359 Likes
97 Comments
Hundreds of people participated
on this campaign.

17. 311 participants

18. Because of the Facebook contest, MintZ
created a TVC on Planking, collaborating
with some of the contest participants.

19. INTEGRATION

22. How do we know
that people are
really looking
at the branding?

23. Let’s use
Twitter!

24. Let the people tell
us that they have
seen it by tweeting
about it :)

31. Free promotion
about the
new variant
“Kurang Asem
HOT Rujak”
+1.500
Daily Impressions
+225.000
Total Impressions in 5 months

32. +18.000 new Twitter followers in 5 months

34. If we want them to do something for us, just ask
them. If we don’t, we’ll probably get nothing.
And have a clear call-to-action

35. Once upon a time, we used @MintZ_ (with an
underscore) for the candy twitter account username
because @MintZ was already taken by a guy name Matt.
One day Matt tweeted that he’s been getting so
many mentions with language he doesn’t
understand.
We mention him and explained that those are
Indonesians talking about MintZ candy.
We asked him nicely if we can have his
username, so he wouldn’t get unnecessary
mentions.
He approved our request in exchange for some MintZ
candy.

36. We sent him the MintZ
candy as requested.

37. He likes it! 

40. When MintZ commercial aired on TV,
we listened and monitor social media and
found lots of conversation about it.

42. Observation > Insight > Action
OBJECTIVE:
• Amplify TVC in online media.
• Create brand engagement with the
consumers.
• Promote the product to with the
consumers.

43. We challenge
them to
create their
own version
of MintZ
commercial.

45. 154 videos
70,974 views 25,702 exposure
Data per 30 Juni 2011

47. One of the things we can do: Entertain them.
www.kurangasem.com

49. Source: http://www.socialbakers.com/blog/1495-february-2013-social-media-report-facebook-pages-in-indonesia

52. E-Commerce

53. www.kalbestore.com

54. www.kalbestore.com

55. Key Takeaways
1. Collaborate with the consumers
2. Keep up with the trend
3. Integrate offline with online
4. Ask, have a clear call-to-action
5. Listen
6. What’s in it for the consumers
7. Engage
8. Take care of your loyal customers
9. Make it easier for them to purchase your products

56. Rade Tampubolon | @radiculouz | rade_718@yahoo.com