Roma Sari Gandum’s brand awareness has recently in the phase of stagnancy. This product is planning to increase public’s awareness and positioning into a bigger market segments trough its future marketing campaign. The marketing strategy will be mainly focused on creating a new healthy lifestyle experience to wider market in spite of targeting this product into more specified of healthy food consumers. Social Media campaign will be used as one of its below the line marketing strategy, beside others above the line programs such as promotion events, radio blocking time, TV and print ads. As a part of bigger marketing campaign, the use of social media will be strategically design to gather big number of market audience, generate new community, educate the market in order to encourage a new enthusiasm about healthier lifestyles, and establishing brand loyalty. To reach those goals, social media strategy will be focused on using several social media channels such as Facebook, Twitter, and Blogs which are effective in supporting Roma Sari Gandum Marketing Campaign.

1. Social Media Strategies
Sari Gandum

2. Mobile Internet Users in Indonesia
48% of
Indonesian
Internet Users
access Internet
from mobile

3. Mobile Internet Users in Indonesia
• Even the
numbers are
predicted to
increase.
•  5 % through
mobile phone
•  17 %
through
handheld
devices.

4. Fact- Facebook & Twitter users

5. Twitter users

6. Twitter Users – Demographic Data

7. Facebook Users – Demographic
Data

8. Social Media Strategy

9. Analysis Strategy
Brand Awareness
Social
Current Media Future
Digital
Campaign
Track number of Followers, Track number of Followers,
Fans, Mentions, Post, Klout Fans, Mentions, Post, Klout
Score Score

10. Data Analysis Tools
• To monitor the impacts of implemented Strategies on Social Media,
some tools that can be used:
3. kklout
Your popularity on Social media (esp. Twitter) doesn’t only depend on
number of followers but also the contents, influence level and audience
engagement level.
Network Influence: Number of people who Mentions,
Retweets, Likes, Comments.
Amplification Influence: more likely about the CONTENTS
which is responded and spreaded.

11. Data Analysis Tools
2. kklout
• Embedded on
your sites.
• Monitor Traffic
• Data Analysis

12. Data Analysis Tools
3. kklout • Tracking how many and how popular is your
brand (terms used), mentioned on various social
media (fans, followers, messages, posts, tweets,
etc)
• Tracking who are the top influencers about your
brand/ terms used.

13. Currently Sari Gandum has a small
related information numbers for its
brand positioning trough SEO
Google Search
Keyword : “Sari Gandum”
Result : 2,100,000
* from the top 5 of the findings result, only one link that have related
information about Sari Gandum whole grain biscuits product.

14. Google Search Keyword “Sari Gandum”

15. Facebook Personal Page “Sari Gandum”

16. Google Search
Keyword : “Roma Sari Gandum”
Result : 1,800,000
* The result including Roma Sari Gandum TV Commercial that
uploaded trough YouTube online video channel, Roma Sari Gandum
Facebook Page (Company), and severals Roma Sari Gandum
Biscuits Images.

17. Google Search Keyword “Roma Sari Gandum”

18. Facebook Company Page “Roma Sari Gandum”

19. Twitter Search Keyword “Sari Gandum”
Twitter search findings shows that
Twitter user still:
3.Questioning about Sari Gandum
products
5.Asking for other user
recommendations and opinions
about Sari Gandum product.
7.Giving a negative testimonial about
Sari Gandum product
9.Compairing Sari Gandum product
to other biscuits products.

20. Competitor Analysis Oreo
FINDINGS
3.Have done several social media
campaign using social media sites,
profile page, online video distribution,
website and online communities
5.The campaign, ‘Double Stuff oreo Lick
Race’ focuses on interactive platform
oreolickrace.co.uk, where participants
are invited to upload their races and
challenge others

21. Competitor Analysis Oreo
OPORTUNITIES
Doesn’t positioning itself as healthy
snack product, since it contains high-fat
and sugar
Different target market size and
positioning

22. Competitor Analysis
Jacob’s Weetameal
FINDINGS
3.International and worldwide known for
food manufacture
5.Made from grain cracker with healthy
concerned biscuit
7.Strong and well known brand in
internet, proven by optimized search
engine result findings
9.Tasty biscuit with more varieties

23. Competitor Analysis
Jacob’s Weetameal
OPORTUNITIES
Price more expensive compared to
Oreo and Roma Sari Gandum
No massive digital campaign via social
media

24. Competitor Analysis
Nissin & Khong Guan
FINDINGS
3.KGC has been equally committed to
the mainstream market and have been
carried by mass market chains
5.Focused on below the line promotion
such as: supermarket’s promo, modern
channel display, participate in event and
bazzar
7.Tasty biscuit with more varieties

25. Competitor Analysis
Nissin & Khong Guan
OPORTUNITIES
Have done campaign via Social
Media (Facebook, Twitter) “Kreasi
Bersama Broniz”, but there is no
continuous programs
The products contains high fat and
sugar, not concerned as healthy
food
Un-maintained Twitter Account KG-
Play with only 14 followers

26. Competitor Activity via Social Media
Twitter Search for “biskuit”
3.Fullo : 2,5050 Followers
4.OopsOlezzo : 858 Followers
5.HanyaOreo : 6,512 followers

27. Competitor Activity via Social Media
Hanya Oreo Twitter Page
Twitter Account : 6,512 followers 4,184 tweets 3,357 following
Content : Community Maintenance, Quiz Info & Announcement

28. Competitor Activity via Social Media
Hanya Oreo Facebook Fanpage
Facebook Fanpage : 165,799 people like
Content : Viral Quiz, Facebook Pooling, Upload Photo
Competition, Notes for Quiz and Games Notification

29. Competitor Activity via Social Media
Hanya Oreo Facebook Fanpage
Facebook Fanpage : 165,799 people like
Content : Viral Quiz, Facebook Pooling, Upload Photo
Competition, Notes for Quiz and Games Notification

30. Competitor Activity via Social Media
Hanya Oreo Website
Website : http://hanyaoreo.com/beta/
Content : Flash Games, Product Information

31. Social Media Influencer
Raditya Dika
3.800,000 followers (3rd largest in the
number of followers in Indonesia)
5.He is one of the best influencer in
twitter (amplification level reaches 90)
7.Several big brands using him as their
brand ambassador in social media

32. Social Media Influencer
Dewi Lestari (Dee)
3.Twitter is her testing-the-water tools
and her source of inspiration for her
books
5.Has more than 200,000 followers,
which are her die-hard fans
7.She knows how to manage her
relationship with fans

33. Social Media Marketing Objective
1. Build Meaningful Relationships
3. Public Relations and Brand
Awareness
5. Build Customer Loyalty
7. Establish Trust
9. Manage Your Reputation
11. Increase Search Visibility

34. Sari Gandum Social Media Strategy

35. Sari Gandum Social Media
Marketing Objective

36. Program Example of Remah Sari
Gandum
• This program will use, for example hash tag: #RemahSG
• Let’s say the complete sentence that will be twitted is:
Sari Gandum Cemilan Pengganti Snack, Lezat Menyehatkan
• The total Words is 7.
• So, started from 3 PM to 4 PM, every 7 minute, we will tweet one of these 7
words randomly. Let’s say the schedule is as following:
• 3:07 PM: pengganti #RemahSG
• 3:14 PM: menyehatkan #RemahSG
• 3:21 PM: Gandum #RemahSG
• 3:28 PM: snack #RemahSG
• 3:35 PM: lezat #RemahSG
• 3:42 PM: cemilan #RemahSG
• 3:49 PM: Sari #RemahSG
• Started from 3:50 PM, followers must compete to tweet the complete
sentence.
• Everyday, on 3:55 PM, we will choose the first follower who tweet the
complete sentence.

37. Program Example of Lengkapi
Kalimat Sari Gandum
•Once in a day, we will tweet incomplete sentence (with #KalimatSG) for then
to be completed by the followers.
•For example: “Sari Gandum paling enak dimakan bersama dengan…”
#KalimatSG
•Every 5 PM, we will announce the winner who tweeted the most interesting
dan most relevant tweet from the followers.

38. Oreo Strategies (hanyaoreo.com)
• Games simple, disertai dengan kuis mengenai
promo oreo dan seputar produk2 oreo. Kuis
diberikan setiap selesai 1 level, disertai
dengan penambahan dan pengurangan poin
untuk jawaban benar dan salah.
• On Fan Page, they post update, information
about oreo, activity, promote the product,
polling.

39. Oreo Strategies (Fanpage)

40. Oreo Strategies (Fanpage)

41. Oreo Strategies (Fanpage)
• Put any symbol or special logo, or special mark
on random products. Those who buy the
products with the logo/mark/symbol have to
send the packaging to Sari Gandum and will
get door prize.
• Period: monthly based.
• Door Prize: Oreo’s bikes, singapore &
Hongkong holiday, Ipad, Netbook HP Mini

42. Oreo Strategies (Twitter)
• Fun question

43. Oreo Strategies (Twitter)
• Quiz

44. Oreo Strategies (Twitter)
• Mini Games

45. Thank You !