5 HAPPY THINGSWORKING IN DIGITAL CREATIVE/PLANNING

Miranti DaniarDecember, 11, 2010

University of Indonesia

1. New way of understanding

people

“If you can’t turn yourself into your customer, you probably shouldn’t be in the ad business at all” – Leo Burnett

Great ideas come from understanding human

behavior :needs, problems, doubts,

motivation

The Break Up

The_Break_Up.flv

“We don’t talk anymore…”“You don’t even listening, are you?”’“If you knew me, you know I don’t care about that”

People Today

Connected Consumers :They are louder than before

Create. Share. Influence. Real-time.

They are source of powerful insights

SURVEY

FGD

OBSERVATION

How to understand them.. (before)

RESERACH

IS IT ENOUGH?

Technology enable us to do this :The listening platform

Watch_the_Walkthrough_Social_Media_Monitoring_and_Engagement.flv

Insights of :Brand overviewSentiment analysisInfluence analysisCompetitive analysisEngagement analysis

Social media monitoring (sample)

2. Amazingly measureable

Why is it important?

- No more assuming.- Let you know if your idea/creative is really working.- Inform you which creative is deliver the highest engagement.- We can rework the idea/creative for maximum result = optimization

A/B Testing

12 MP Camera

Ovi Music

Film- Edit HD

HomeTheathr

e

HD Demo

Home Theater

Music

Ovi Store

Photo Demo

Web TV

32.xxx

16.xxx

16.xxx

40.xxx

22.xxx

8.xxx

10.xxx

30.xxx

2.xxx

8xx

8xx

3.xxx

Clicks recorded Conversion to N8 pages Conversion to Nokia N8 demo

Photo Demo

Music

H. Theater

HD Demo

Photo Demo and HD Demo delivered the highest click and conversion to Nokia N8 demo page

Result driven = better ROI = client happy

CPI (cost per impression)

CPC (cost per click)

CPA (cost per action)

3. Continuously change = continuously learn

years a go

few years a go

1-2 years go

todaywhat’s next?

Point of mass adoption..

Technology continue evolving :The merging of the real & virtual worlds

Layar apps : augmented reality apps that lets you get useful information on your surroundings

Recognizer apps : enable you to take a photo of someone and pull up their Facebook or Linkedin page

new form of technology enable us to leverage ideas

http://www3.lost-in-val-sinestra.com/

Uniqlo Campaigns

Uniqlo_26th_Anniversary_Lucky_Line.flv

34486668.mp4

4. Specialization is coming soon!

The area keeps growing.

It will become a specialization path of career :Search engine specialistSocial media specialist

Digital data analystetc

The skillful talent is still very RARE.The more you specialized = The more Job offer coming in(make sure you have LinkedIn!)

5. Last but not least : the future is here

Indonesia & digital world

The 2nd largest Facebook users in the world : 31,784,080 users

Source : Facebook.com as per 10 Dec 2010

Indonesia & digital world

The 6th largest Twitter users in the world (2009) : est. 5 million

Source : Sycomos’ report 2009

Indonesia & digital world

Jakarta the 11th on contributing tweet in the world

Source : Sycomos’ report 2009

Indonesia & digital world

The biggest users of Mig33 in the world reaching est. 22 millions

Indonesia & digital world

It was said the growth of Foursquare users is faster compared to TwitterNo valid data available yet for total of of Foursquare users in Indonesia

0

20000

40000

2005 2006 2007 2008 - 2009

16 M

1,1

20 M

1,5

25 M

1,8

31 M

2,1

Internet userInternet subscriber 45 M

2010 (June)

Indonesia & digital world

Total internet users Indonesia reaching est. 45 millions (June 2010)

Source : APJII, Google adplanner

Miranti DaniarWunderman Indonesiafollow @mirantidaniaradd mirantidaniarhttp://mirantidaniar.com

Thanks!