Why it’s So Promising: Indonesia Market for E-commerce Business

home mobile browsing

 

Indonesia is large addressable markets. There are 256 million people (2015), with 51% are young – below 31 years old. Indonesia in particular has an extremely large, potential addressable e-commerce market, which in turn is likely to attract more players, both domestic and foreign, and more capital than other ASEAN markets.

From these facts, we can assume Indonesia is a market that global and regional e-commerce leaders such as Amazon, Alibaba and Flipkart cannot ignore and we see a strong likelihood that some of these will become directly involved in the market over the next few years.

Currently Indonesia has large penetration on Customer to Customer (C2C) that still dominate in online player, and that is the basic reason why OLX and other same focus e-commerce platform still popular amongst others. This condition also happened in Thailand, but most e-commerce experts believe it will change over the next 5 years.

 

The Rise of Young
Today, there are 51% of total Indonesia population are below 31 years old. That means in the next 5 years, 2021 – the productive buyer will be shifted by them who 100% will take action of what product they buy, how they buy, for how much is the price, and so on.

In terms of how they buy, if we see the condition now, people below 31 are mostly internet-savvy, used to look up their mobile phone thousand times each day, comparative person, social share, instant and easy going. So can we imagine if in 2021 we don’t prepare the channels in fulfilling their needs on how they buy product, what’s going to happen? Don’t answer too extreme that the brand will gone too soon, but definitely for sure the brand will be left hundred miles behind.

But does it means everyone has to have e-commerce website to sell directly the products to the market? Well I don’t think not all of them, but mostly for whatever consume products must have e-commerce channels to go survive. And being just exist in e-commerce is not your ticket to survive. Come on, if you have uncomfortable look and feel website at the front, not to mention the user experience also is not too good, no guaranteed statement there that your buyer will protected 100%, and many other things that looks not completed yet in development, store operational and last mile fulfillment, and you still think you can survive?

Being focus, total focus on e-commerce is your ticket to survive. And it implements to all segments, end to end e-commerce operations, from having the e-commerce site which user interface and user experience combined well into creating best online shopping experience, until when the order is received and get great feedback or review from customer. That’s your ticket to survive!

Low Offline Retail Penetration

Indonesia has extremely low offline retail penetration. And happy to conclude, the condition of lack of offline store-opening potential plays directly into the hands of the online store. Yes, absolutely. The point with all of this is that when it comes to popular e-commerce merchandise, there is limited offline competition.

The lack of offline penetration means that there is a huge potential void for the online channel to fill. And once consumers get accustomed to online shopping, there tends to be not going back, i.e., it is rare that there is an abrupt change and consumers revert back to the offline retail channel. Offline retail is especially underpenetrated outside Jakarta. These tallies with the large and growing online, geographic, share outside of the capital city.

Of interest is that within Indonesia, most non-Java online shoppers spend more than US$20 on e-commerce per month versus Java, and Jakarta itself. We think this reflects the relative lack of offline merchandise choice outside Java and especially outside Jakarta.

CLSA (77, 2015) : How much on average, do you spend shopping online per month?

grafik spenditure based geographic

Now if outer Java wants to spend more, there is huge opportunity to grow its market. For instance, offering them lower delivery cost faster delivery time for every order made. This is what Amazon did to make their customer happy. Amazon build multi-fulfillment centers in most states so every order fulfillment settled more faster and lower cost for all customer.

Large Addressable Market
Larger addressable market equal to more players, more online SKUs and more capital. Too big for global and regional e-commerce majors to ignore. Indonesia population is nearly four times that of Thailand. Increased participation from a larger number of e-commerce players and greater marketing spend on traffic acquisition relative to other Asean markets.

All suggest that both the merchandise selection and SKU count available online as well as the number of shoppers pulled online will exceed that of other Asean markets in the medium to long term.

E-Commerce extremely Nascent
According to CLSA survey (2015), online shoppers show that 97%of online shoppers in Indonesia have only begun shopping online since 2014 and outside of Java, this percentage rises to 99%. Indeed, 83% of Indonesian online shoppers have only begun doing so in 2015. This makes online retailing far more nascent than in the other large Asean markets, with only 37%of Thai and Malaysian and 51% of Philippines online shoppers having purchased online for the first time since 2014.

But although Indonesians are the newest to online shopping within the big-four Asean markets, they are already shopping online more frequently than their Malaysian and Philippine counterparts: 35% of our survey panel of Indonesian online shoppers are now shopping more than five times a year versus 228% for our Malaysian and 25% for Philippines respondents. Only the relatively more mature Thai market has a higher level of online-shopping frequency with 48% of respondents shopping more than five times a year. The Indonesian figures rise to 42% in Jakarta but logically fall away to 31% outside of Java.

 

Online Retail Driven by Mobile.

With only 6% fixed-line broadband penetration, the lowest among the big-four Asean markets, Indonesian consumers will be increasingly reliant on mobile devices for their online-shopping requirements. The good news is that mobile internet penetration is already decent and mobile tariffs low even though average mobile data speeds are still extremely slow.

Indonesia has the second highest mobile internet penetration after Thailand among the big four Asean markets. Mobile data tariffs are the lowest vs other Asean markets. Mobile internet penetration forecast to rise from 36% in 2014 to 75% in 2018. As CLSA survey results show that 29% of online retail transactions are already being made on mobile devices. Within Indonesia, the share of both browsing and transactions on mobile devices is slightly higher in areas outside Java. This likely reflects the lower levels of fixed line broadband penetration in these geographies.

CLSA (83, 2015) : What % of your online-shopping purchases is carried out on mobile devices?

grafik online shopping purchases by mobile devices

Foreign Company can Own E-commerce Business in Indonesia
According to the last update from Jokowi government, it’s been decided that foreign company can own e-commerce business in Indonesia, with term and condition of investment amount. So, for the investment that given by foreign company start from Rp 10 -100 billion, then they have ownership share max 49%. And for the investment above Rp 100 billion, a foreign company may 100% have ownership share for the e-commerce business. We consider this new regulation can impact both positive and negative way. But on the top side of that, this means the promising e-commerce market happens right now, and there is no excuses we say no to participate. It is now that we must do, or never at all. Even though, the detail about this new regulation, must be cross checked and reconfirm again.

written by: Afril Wibisono

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Top 6 Reasons Visitor Leave Your E-Commerce Website

transaction 8commerce 1

 

Abandonment rate is a concerning issue worldwide for all the e-commerce websites.  According to CLSA 2015 data, retailers lose $18 billion annually due to shopping card abandonment. The average documented online shopping cart abandonment rate is 68.06%. So make sure you have great ecommerce technology team or e-commerce enabler partner concern and know how to decrease abandonment rate.

1. Slow loading time. Do you know around 48% of consumers expect a webpage to load in 2 seconds or less? Don’t let the blank screen meet your customer at the first sight.  To prevent this, always test the load time with Google Page Speed insight.

2. Poor product presentation. 3% of carts which are abandoned happen due to confusing product information, or very lack information, or worse, there is none information at all to get for your customer.  For example, if you sell clothing fashion, it’s necessary to describe what material it is made, the detail visibility, the color variant, size, etc. Review from other customers about the product is important as well.

3. Complicated customer service. Don’t you know that customers have had enough of automated responses? Why you don’t give this soft approach, using human faces in the pictures related to the contact forms, phone number and email? Just an idea, but quite good to give a more trust in caring your customer better.  The must have in other things, use video tutorials, FAQ summaries, and structure and clear help platform.

4. Ineffective search. The search will either help or bother the online shopper.  You can choose which one gonna bring you more business.  Solution for this are check the search field on a regular basis.  And then you can analyze data and see people who use search field convert at a higher rate. About this, using clear smart filter in ecommerce website is believed bring more conversion rate almost 65% than other that use no filter.

5. Lack of trust.  It’s online but doesn’t mean customer cannot gain your trustworthy.  Always see as your customer perspective that they need guarantee they will but good product, secured and delivered.  Put your guarantee badge on the top of the page or product detail page, that it is original, secured, etc.  You can add testimonials, star rating, and comment for product reviews.

6. Unavailable delivery and returns policy.  Of carts abandoned happen due to no shipping information available.  44% of shoppers leave a cart due to high shipping cost.  So make sure, you provide delivery company information, time of delivery, cost (free shipping or delivery preferred), and how to return the product if something is wrong with it.

written by Afril Wibisono

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Omni-Channel and Why It’s Important for Global Brand

store operational 8commerce 1

Usually, a global brand who wants to enter ecommerce market has already tens to hundreds physical stores in strategic spot around regions, cities, countries. But in this discussion, let’s focus on a brand in a country, which is Indonesia. Let’s say the brand with name XOLA is a medium class fashion store for youth girl with a range of 20 to 30 years old. XOLA has around 20 stores throughout Indonesia, mostly in Java, Sumatra, Bali and sort of Kalimantan. XOLA has settled their CRM and currently run loyal program with XOLA member card. As goal to be great fashion brand player, XOLA extends their visibility by entering ecommerce market, in website platform, social media and mobile application. XOLA aims every customer can have user friendly and seamless experience when their customer buy their products via ecommerce and physical store. XOLA aims to integrate shopping experience both in ecommerce and physical stores.

From the case of XOLA, they need multichannel management and omni-channel feature in their store operation. Why? Keep reading then. 🙂

XOLA has multiple stores and aimed to exist in ecommerce as well as social media and mobile application. That means XOLA must make sure they run store management smooth with right inventory, stocks, and price. When these needs are what XOLA aimed, they need multichannel management. But XOLA wants more. They wants their customer’s satisfaction also become most priority issue on this stage. Customer can have integrated shopping experience across all channels.

For instance, customer may redeem their point on their membership when they buy online via ecommerce website. And when the customer has really short time to do shopping in XOLA store which let say located in Taman Anggrek Mall, customer just purchase first the products of XOLA by online, and when they arrive at Taman Anggrek Mall, they just pick the orders up. Customer also can have store assistance when they visit XOLA store online, which represented by online agents. They can ask certain things till small detail thing like can I get this product on Taman Anggrek?

What is Omni Channel

Omni channel is defined as a customer oriented approach in term of advance multichannel sales utilizing by providing integrated seamless shopping experience. Through omni channel feature, customer can do shopping both online or offline which all inventory, stock, price, promotion, product information are integrated.

Even though, there are difference meaning among omni channel user experience and a multi channel user experience. All omni channel experiences will use multiple channels, but not all multi channel experience are omni channel. XOLA can have amazing mobile marketing, engaging social media campaigns, and well-designed website. But if they don’t work together, it’s not omni channel.

Customers now and then only see XOLA as one brand. They don’t have enough mindset to deal with XOLA in website is different from XOLA in Taman Anggrek store. But unfortunately, that’s what most complicated to do for global brand like XOLA. Like other business, XOLA has a website, blog, Facebook, and Twitter. They use each of these platforms to engage and connect with customers. However, in most cases, customer still lacks a seamless experience and consistent messaging across each of these channels. That’s multi channel not omni channel.

shopping woman 1

What Must Set First for Omni Channel Initiatives

Every company must develop its own unique omni-channel infrastructure, and work closely with several departments to develop this strong strategy. While building your own program, engage person in charge in IT, Marketing, Customer Service and sales agent or representative that involved in the experience. Set the goal and initiative together.

After that, make sure your ecommerce is scalable using omni channel platform. It’s really important to collaborate with full services ecommerce enabler that understand this multi channel and omni channel needs. Once you get the wrong one, you will have to pay more expense, time, and complexities. And we know it’s not good for your business.

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This is Why Retailer Brands who Aims to Win Indonesia Ecommerce Market Need Scalable Logistic & Delivery Ecommerce Services

8commerce packing handling

We all appreciate the future growth prospects of Indonesia ecommerce market and how this industry is becoming center of attraction for some global brand retailers to expand their market channel. As CLSA 2015 reported Indonesia ecommerce sales in 2016; expected to have US$ 25 billion.

In the other hand, the needs to have seamless and fast process in the behind ecommerce store in order to reach online customers’ satisfaction, is what most challenging issue at the same time.

Consequently the supply chain and logistics for keeping the ecommerce business process well is getting redefined, since the pattern and landscape is totally different from the B2B logistics (traditional logistics – most supply chain Indonesia company focus now). With these facts, ecommerce industry has thrown new challenges in logistics and supply chain areas.

The following table I show you the difference pattern among B2B logistics and ecommerce logistics:

Different from B2B logistics, in ecommerce, customers need faster deliveries. Not to mention, there are multiple lead time requirements based on the customers’ requirements. These complexities include moving the ordered product from pallet to piece pick at all levels of the supply chain. In complexity of deliveries – there are numerous customer address which is just getting more various than B2B logistics which only have fewer address. Complexity of orders which also push ecommerce logistics proceed details check per order piece to deliver right products is higher than B2B logistics, and this is include returned good rate which increase until 30% compare to B2B logistic have.

It is interesting fact as well to know and understand how ecommerce distribution aims to keep on well managed its last mile delivery which consisting of huge number of customers; which every order has own size and volume. Ecommerce orders surely are changing the B2C delivery landscape.

Through that issue, it is been priority thing for global brand retailers who want to seriously enter and develop their ecommerce business to collaborate with the right business partner that can simply manage and integrate both ecommerce logistics and last mile delivery.

Why this action needs to be taken, these are the following reasons:

1. Integration, with seamless process. When you assign with one ecommerce enabler and fulfillment company that has expertise handling Indonesia coverage, they used to have technology in ecommerce system that integrate all process including logistics to last mile delivery. Actually this ecommerce system has been applied from the beginning when ecommerce site built, which sustainably real time will monitor all activities in online until when the order settled. It connects with order management system include inventory stock report which links to omni-channels so there is no incorrect stock balance across the channels. This is important for global brand retailers, since usually they do not only exist in one channel, which in the other hand, they want to see simple interface real time report for inventory stock.

This integration technology in ecommerce system you wont get when you outsource ecommerce logistic separately with parcel delivery, or you take care ecommerce logistics by yourself and outsource parcel delivery company. It means you will still be forced to manage details order from logistics to last mile delivery.

2. Lower cost and faster delivery. Indonesia is one largest archipelagos country in the world. It records more than one thousand islands with so many rural areas that create more challenging issue in distribution networks. Some of them are cost efficiency and delivery time.

In other case that shown by CLSA Report 2015, there are 66% non-Java online shoppers expend more US$20 than Java shoppers. As Indonesia is archipelagos country, it has extremely low offline retail penetration (physical stores), which creates a large opportunity for the online retail sector to fill. That means there is bigger expectation for ecommerce business from people outside Java island.

Through these issues, the presence of fulfillment center in main islands, include non-Java islands, with supported by ecommerce system technology that synergized all logistics and distribution process as well, will be considered so much helpful to cut some supply chain process becomes more efficient and faster. A scalable ecommerce enabler and fulfillment company used to have more than one fulfillment center in one region. Knowing your ecommerce enabler partner’s asset, fulfillment presence and experience handling Indonesia logistics coverage is believed might be strategic reason before deciding the collaboration. You must make sure the partnership will strongly succeed bring the most efficient ecommerce logistics that will both effect for lower cost and faster in delivery time.

 

3. Professional ecommerce logistics and order management. Different with B2B logistics, ecommerce logistic has B2C logistic and delivery landscape that reformed the process paths becomes more speed, more accurate and more complex. It needs high experience skill people with supported assets, infrastructure, standard of quality and technology that cover all these needs.

If you need to focus on how to scale up your ecommerce business in terms of branding and marketing, outsource to 3rd party that can handle ecommerce logistic and order management is a wise strategic step. I believe there is still win-win offering for having reliable ecommerce enabler partner in Indonesia to do professional ecommerce logistic and order management that doesn’t inquire huge investment at the front.

written by Afril Wibisono
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Kategori Customer: Customer Beli Nanti vs Customer Beli Sekarang vs Langganan

afril wibisonoSebenarnya saya sudah lama ingin sekali menulis tentang judul di atas, tapi waktu saya akhir-akhir ini hampir tidak memungkinkan untuk sharing lebih banyak lewat tulisan di blog. Waktu itu saya sudah sempat twit, tapi namanya twit ya .. agak kurang okelah kalau dijadikan dokumen sepanjang masa. Karena sifatnya, yang langsung tenggelam jika setelahnya ada puluhan twit yang membahas hal yang lain.

Okeh, kita mulai ya. Saya mulai tertarik mengkategorisasi jenis customer ketika saya membaca artikel di majalah kenamaan marketing, 6 tahun terakhir. Sudah lama sih, tapi sejak saya baca, saya langsung menerapkannya di fungsi saya di perusahaan sampai sekarang dalam menerapkan strategi marketing.  Di situ disebut namanya Future Customer dan Now CustomerFuture Customer identik dengan Purchase Later. Sementara Now Customer identik dengan Purchase Now. Atau kalau di bahasa Indonesia-kan, Customer Beli Nanti dan Customer Beli Sekarang.

Namanya Marketing. Agak berkelok dalam mencapai tujuan menaikkan penjualan. Agak lama. Agak ribet. Agak tidak langsung. Beda sekali dengan sales. Yang langsung kelihatan hasil gagal berhasilnya. Cepat dan langsung. Kalau marketing itu lebih berseni.

Tanya ya. Pernah gak mengalami, Anda akhirnya booking hotel di salah satu jasa booking hotel ternama karena setiap minggu Anda dikirimi newsletter penawaran via email oleh jasa booking hotel tersebut, dan akhirnya tergoda untuk mencoba booking. Itupun karena Anda juga sering melihat billboard-nya ada di mana-mana, atau iklannya selalu muncul jika Anda membaca berita di media massa online, atau diperdengarkan di radio. Atau karena menurut teman Anda, kalau mau booking hotel harga miring mending booking di situ saja  soalnya sering kasih harga gila di program-program promonya.

Itu marketing. Membuat strategi bagaimana target kita yang belum menjadi customer, diperkenalkan untuk menjadi future customer. Setelah sudah menjadi future customer, baru diarahkan agar bisa menjadi Now Customer. Caranya bagaimana? Caranya banyak. Makanya harus sering baca buku marketing, ikut seminar, chit chat dengan marketer profesional yang mempuni. Tapi tau gak, kalo ternyata ada seorang ibu, yang lulus kuliah pun saya kira tidak ya, tapi sudah bisa menciptakan strategi marketing agar Customer Beli Nantinya berubah menjadi Customer Beli Sekarang. Bahkan jadi Repeat Customer alias langganan. 🙂

Ceritanya saya setiap pagi selalu melewati daerah Meruya jika ingin ke kantor. Jangan ditanya macetnya yaa . 🙂 Suatu ketika di sebuah perempatan meruya di suatu Senin pagi saya melihat ada yang tidak biasa. Ada gerobak makanan baru di situ, di deretan gerobak bubur ayam dan gorengan. Gerobak dengan  banner kainnya kuning ditulis Pecel Madiun Super Maknyos! Sebagai penggemar pecel, saya langsung melirik. Tapi hanya melirik saja. Tidak berpikiran macam-macam. Karena sudah cukup tersita pusat perhatiannya dengan macet sekitar situ.

Hari kedua, saya lewat situ lagi. Masih melirik, kini lebih lama. Karena saya melihat antrian di gerobak pecel. Setelah itu kembali lewat seperti biasa.

Hari ketiga, saya lewat situ lagi. Masih melirik, kali ini sambil mikir. Oh, yang jualan ibu-ibu, terlihat sibuk melayani pembeli. Habis itu, lewat lagi seperti biasa.

Hari Kamis dan Jumat, mulai galau. Karena melihat banyak antrean yang mendatangi si gerobak pecel. Beli nggak. Beli nggak. Akhirnya tetep ga beli. Tetep lewat aja. 🙂

Hari berikutnya, setelah libur weekend, saya sudah merencanakan dari subuh pagi, saya mau sarapan saya pecel yang ada di perampatan meruya pagi ini. Ketika lewat, dengan niat yang sangat tulen, saya memarkirkan mobil saya ke pinggir jalan (info saja, hal yang paling malas saya lakukan salah satunya adalah parkir mobil di pinggir jalan, bukan tempat parkiran). Saya langsung ke gerobak pecel. Dan langsung pesan, pecel satu pake lontong dibungkus.

Si ibu tampak senang melihat saya (mungkin karena customer baru). Ketika saya minta sendok ke ibu supaya saya tidak repot nanti makannya di kantor, si ibu bilang sendok plastiknya habis. tapi gak pake pikir panjang dia langsung menyodorkan sendok logamnya dan langsung dimasukkan ke plastik. Saya langsung bilang, loh ini kan sendok ibu. Dia tersenyum menjawab, “Gak papa mbak. Sendoknya bisa dikembalikan nanti kalau mbak mampir ke sini lagi.” Saya surprise dan langsung tersenyum, dan mengucapkan terima kasih atas kebaikannya.

Di kantor saat saya menikmati sarapan pecel saya, saya memikirkan si ibu penjual pecel, dan mengagumi caranya membuat saya yang baru saja jadi Customer Beli Sekarang pecel madiun, langsung diikat menjadi Customer langganan gara-gara sendok .. dan pecel yang enak. .:)

pecel What a cool strategy! Bagaimana dengan strategi Anda? Boleh sharing yah.

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Start-up Engineer, Pekerjaan Terseksi Abad ini

afril 3 - CopyPernah mikir flash back tidak, kalau dulu kita tidak ada Google. Sekarang, setelah ada, dunia berasa lebih baik . Lintas pengetahuan  pun menjadi lebih cepat, mudah diakses, kapan saja, di mana saja.

Pernah membayangkan, jika dulu itu tidak ada yang namanya FB dan Twitter. Dulu, untuk memperluas pertemanan, kita mesti datang ketemu dengan si teman di suatu tempat, atau paling tidak ada hubungan yang tetap kita jalin, seperti korespondensi surat, menggunakan telepon, atau langsung bertemu.  Sekarang, gampang, tinggal approve si teman baru yang kebetulan sudah ada di jaringan pertemanan kita.

Dan ingat loh, dulu belum ada Linkedin. Sekarang setelah ada, dunia karir/pekerjaan menjadi lebih kompetitif.  Saya jadi ingat. Dulu kalau  kita ingin mencari pekerjaan baru, kita langsung mencari Kompas Sabtu atau Minggu.  Sekarang mungkin masih perlu, tapi saya yakin tidak seperlu dulu.

Tiga contoh diatas, tidak termasuk start-up engine yang lain, seperti Kaskus, Trip Advisor, Wego, Instagram, Skype, Youtube, Blogger/Wordpress, Alibaba dan lain-lain, termasuk ratusan games baru yang tumbuh setiap hari.

Semua sepertinya berlomba menyenangkan kita. Membuat kita terlena, membutuhkan mereka, memanfaatkan kebaikan mereka. Yang genuine, tanpa maksud apa-apa. Yang independen, tanpa terpengaruh siapapun.  Si start-up project pun menjadi digemari, dishare cuma-cuma, diperbincangkan, dan pertumbuhan membernya pun bertambah makin signifikan dari hari ke hari. Semakin terbukti traffic-nya semakin tinggi dari ke hari-hari, mulailah si project dikomersilkan. Semua selalu larinya begitu. 🙂

Tidak Ada yang Free

Semua yang diciptakan manusia pada dasarnya tidak ada yang free. Gak seperti si Maha Pencipta ya. 🙂 Pasti ada batasan di mana si empunya start-up akan mengkomersilkan projectnya membawa keuntungan.  Hanya pintar-pintarnya si pencipta start-up yang membuat customer-nya tergantung terus-terusan, ga bisa melepaskan diri. Seperti Linkedin, yang menurut saya adalah start-up paling seksi sekarang ini.  Dari situs ini, kita seperti mendapat channel gratis untuk meningkatkan nilai jual kita sebagai profesional.  Begitu juga dengan dunia karir yang sebelumnya tidak terlalu terbuka seperti sekarang. Semua menjadi transparan.

Lalu apa bedanya dengan model bisnis yang sebelumnya? Tidak seperti bisnis konvensional, yang kebanyakan mengedepankan keuntungan komersil di awal, di bisnis start-up ini tujuan awal dan utama-nya adalah menyenangkan customer-nya, dan membantu mereka. Bantuannya bisa apa saja. Contoh si Linkedin tadi. Bantuannya, meningkatkan karir si profesional sekaligus memudahkan perusahaan mencari kandidat yang diinginkan. Ketika jutaan profesional merasa perlu terkoneksi dengan Linkedin, dan membuatnya tidak mau lepas dengan Linkedin, maka Linkedin sudah bisa dikatakan berhasil mencapai tujuan awalnya.  Baru tujuan berikutnya, Linkedin bisa memfokuskan sisi komersilnya.

Hal yang sama terjadi pada Google. Banyak perusahaan dengan brand merk tertentu yang menghabiskan milyaran rupiah per bulan untuk beriklan di Google.  SEM (Search Engine Marketing) dan GDN (Google Display Network) adalah tools Google untuk menjaring keuntungan dari customernya sehingga brand si customer selalu terlihat ketika orang-orang mencari yang relevansi dengan brand tersebut di Google.  Semua pake bayar ke Google, baik  itu dari impression (visibility) maupun dari CPC (cost per click).

Lalu kira-kira darimana sih start up ini berasal? Saya kira, ide start-up ini sebenernya pasti berawal dari kebutuhan akan adanya solusi atas permasalahan yang berkembang saat itu. Kebutuhan untuk menciptakan dunia yang lebih mudah. 🙂

Akhirnya, sampailah kita pada kesimpulan. Tidak ada yang free. Ujung-ujungnya ya itu lagi. Terlepas dari itu, saya kira, tetap ya tidak ada yang lebih seksi daripada mereka yang berpikir pertama bahwa dunia perlu start-up seperti FB, Twitter, Google, Linkedin atau Youtube. Lalu mereka pun menciptakannya. 🙂

Biar afdol, mari kita lihat video inspirasi berikut.

Jadi kira-kira, mulai berpikir start-up apa yang perlu Anda ciptakan untuk dunia yang lebih baik?

salam dari si start-up engineer berikutnya (aminn),

Afril Wibisono

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PR Soooow Last Year VS PR Now

afril 3 - CopyKece ya judulnya. Sengaja. Biar banyak yang tersindir. 🙂 Bercandaa. Hehehe.

Tapi biasanya kalau orang maju dikasih masukkan, dia akan mencermati. Menganalisa. Jika ada benarnya, dia akan berubah. Semoga ya ..

Perbandingan PR zaman dulu dengan PR zaman sekarang saya telurkan dalam poin-poin dari pengalaman, referensi buku, pendapat ahli, dan pemikiran saya saja. Jadi kalau ada yang kurang, silakan tambahi sendiri dalam komentar artikel ini.  Biar gampang, yang tulisan bold untuk PR zaman dulu. Yang tulisan light untuk PR zaman sekarang. Kita mulai yah.

PR wajib bikin press release untuk setiap acara/headline perusahaan. PR gak ada prioritas bikin press release, tapi wajib update status di Twitter/Facebook, bikin/update website atau blog untuk komunitasnya, nyalain aktivitas btl biar jadi WOMM. Terus yang paling penting monitoring dan kontrol.

PR wajib bikin aktivitas dengan media minimal sebulan sekali. PR wajib membuka semua channel interaktifnya secara real time sama fans/follower-nya/loyal customer-nya/komunitas-nya, setiap hari, kapan saja. Gak ada tuh jadwal minimal sebulan sekali.

PR cuma miliknya divisi PR di perusahaan-perusahaan. PR adalah milik semua orang yang bekerja di perusahaan tersebut. Semua karyawan bisa jadi PR perusahaan saat itu juga, ketika dia update status tentang produk/peluncuran/semua hal yang baru sampai kejelekkan yang ada di perusahaan tersebut.

PR hebat adalah yang kenal deket sama redaktur, editor dan semua wartawan. PR sunah kenal semua key person media – intinya bagus deh kalau kenal, tapi jangan lupa yang paling penting, yakni PR wajib kenal sama influencer top untuk customernya, dan akrab sama loyal customernya.

PR sukses kalau acara peluncurannya diliput di koran, majalah dan televisi di mana-mana. Banyaknya coverage media memang menjadi salah satu ukuran sukses program PR. Tapi yang paling penting sebenarnya adalah engagement dan feedback langsung yang diperoleh dari customernya. Seperti misalnya, posting di kaskus, langsung ribuan orang yang kasih feedback. Itu lebih oke, daripada tayang di tivi A, tapi rating tivi tersebut tidak terlalu bagus.

PR menghitung media value PR berdasarkan nilai coverage free yang didapat. PR tetap menghitung media value coverage liputan, tapi lebih percaya lagi-lagi pada engagement dan feedback dari customer/community-nya.

PR mengurus CSR perusahaan. PR memang bisa jadi mengurus CSR perusahaan, tapi CSR yang sustainable dan kontinyu bukan dipegang PR sendirian, melainkan melibatkan dukungan dan komitmen dari pemimpin perusahaan dan seluruh karyawan di perusahaan tersebut.

PR itu harus cantik.  Hahaha, it’s so last year yah. Hari gini harus cantik? Padahal PR sekarang yang penting pintar lho. Pintar dalam arti unggul, mengerti dan bekerja dengan hati di dalam setiap teknis pekerjaannya. Juga percaya diri. Pandai bergaul. Dan yang paling penting  bernilai lebih  di mata orang lain. 🙂

PR harus mengikuti tren. PR harus kreatif, dan justru wajib menciptakan tren. Jika itu bisa, maka WOMM-nya (word of mouth marketing – nya) gampang jalannya.

Terakhir, ini yang paling saya suka 🙂

Program PR biasanya dipersiapkan jauh-jauh hari, bahkan bisa setahun sebelumnya. PR sekarang, meeting sekarang, ya besok dilaksanakan. 🙂

Ada lagi? Tambahin donkk .. 🙂

Posted by Afril Wibisono

Posted in Communication Studies, PR 2.0 | Tagged , , , | 2 Comments