DigiMarketingPT. Eigerindo Multi Produk (EIGER)

Mahfud AchyarParamadina Graduate School

Corporate Communication – 2013

Slide master

• Digital Marketing Communication and New Media – How to do study of PT. Eigerindo Multi Produk (Eiger)

• Local Brand of Indonesia• Eiger is the most renowned

company in Indonesia specialized in manufacturing and retailing of adventure equipments.

• The company name, Eiger, was inspired by mount Eiger, a notable mountain in the Bernese Alps, Switzerland, rising to an elevation of 3,970 meters above sea level.

• This company produces bags and adventure equipments.

Achievement • In 2009, we are listed as one of the Top

250 Indonesia Original Brands by a distinguished business magazine Swa.

• Brands are widely recognized as prominent local brands in Indonesia

• Eiger has evolved into a market leader in bags and adventure industry in Indonesia. Vision

“To become a blessed and blessing visionary global company in adventure and e-lifestyle business”

Mission1. To invest in holistic human life development by enabling our people to build their character, competence, and compassion in accordance with their calling to become a significant and a content individuals2. To develop franchise system, e-commerce, and license system as our global distribution strategy.3. To expand our adventure products and services into three themes; technical adventure, travelling adventure, and e-lifestyle adventure.4. To expand our e-lifestyle business in the marketplace and cyber market.5. To shape a world-class organisation system and culture supported by leading innovation and technology.6. To provide outstanding quality products and services to satisfy our customer requirements.7. To become a respectful company that has significant role in

- global ecosystem care- global social culture

- global cyber care

3G

Participant Prints & Goals

17-29 y.o (productive ages)

Gender 70% male, 30 female

Adventuring & Traveling addict

Simple, easygoing, isolated

Transactional behaviour:Electronic money & cash

Psychographic:Mobility, care to SHARE, passion is most important, spend their money to ADVENTURING &TRAVELING

Participant Prints & GoalsAwareness: 3 Flagship Stores, 34

showrooms, and 81 counters spread around Indonesia CLOSED.

Marketplace moved to MARKETSPACE

Need access to information about traveling & adventuring. So let’s go to internet!

Sharing about their EXPERINCE on website, blogs, social media, etc.

Digital Profile:User smartphone; social media users such as

facebook, twitter, tumblr, instagram, etc.Content Consumption:

Simple, eye catching, invormative, atractive, and more information.

Content Creation:Will be happy to share their travelogue on website,

blogs, and social mediaHunting adventure equipments high-grade!

Digital Platform Digital platform:

WEBSITE www.eigeradventure.com

Channel Mix Plan & Creative Concept: social media (Facebook, twitter, instagram, youtube, path, pinterest, email blast, mobile apps, quick reader code, digital device.

Generating Awareness & Influence

Messaging and viral plan More information about adventuring and traveling Suggest people to create personal account on website Promote events based on digital. For example: photography contest, writing, movies. Offering blog travel community Send e-Newsletter to their email Targeted participant are: traveler, adventurer, photography addict, public.

How to generating awareness?Based on case:

EIGER SEVENT SUMMIT

Travel communityWebsite & Social MediaSearch engines optimization

INFLU

EN

CER

Monitoring Plan

Hernessind Data, Analytic, & OptimizationParticipant-Provided Data Based on website to

collect consumers data. (Name, address, birth, etc.)

Move the database (offline) to the online database.

Behavioral Data Monitoring

consumer conversations on social media, especially youtube, twitter, facebook, blogs, and others.

Particapants-Provided Data Survey or Poll on

official website

Creating Data Plan Email subcribed

service, mobile site version, social media, digital member card.

Analytics Plan Eiger can using

google analytics, decidely KPI, measures.

Google Analytics

Online PR & Reputation Management

PR Online Raising the online profile of the

business, products and services by contributing positively to the online community.

Managing the reputation by monitoring, assessing, responding to and influencing online conversations about business or corporate.

www.kaskus.us

Eiger Online Press Release

a story worth reading; need a strong ‘hook’; story first, detail later; keep it concise, objective and to the point; use active, compelling language; accessible and jargon free; contact details; be keyword optimized; link back to your site; and stick to the guidelines.

Company/Corporate Blog

Blogs are social media; Blogs are not promotional platforms; Engage; Be yourself; Update regularly; Encourage comments; Don’t censor comments; Empower the blogger; Optimize your blog

Social Media Enggagement

Reputation

GOALS: Eiger as Industrial Go Green!

Positif Image

Negative Image

Affiliate Marketing & Strategic Partnership

SERP (Search Enginge Results Page)Affiliate Marketing AdventureAffiliate

Affiliates have access to metrics on merchant performance, including earnings per click (EPC), conversion and average approval time. For each ad creative/campaign there are detailed statistics on impressions, clicks, click-through rates (CTR), earnings per click (EPC) and conversion rates.

Thank You!