Transcript The Empowerment of Public Learning from Indonesia’s Case

Islamic Public Relations, Social Media and Marketing
The Empowerment of Public
Learning from Indonesia’s Case
Syafiq Basri Assegaff
Presented in the 2nd Global Congress for Muslim PR Professionals
Teheran, Iran, 8-9 December 2012
Social Media: Powerful tool in
Indonesia to gauge public opinion
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Credited by President SBY, October 2012
 Government has listened to people’s online aspirations
Facebook & Twitter Users
 Demanded President to support the Corruption Eradication Commission (KPK) - in its
investigation of the multibillion rupiah driving simulator graft case at the National
Police’s Traffic Corps.
#SaveKPK (plead to support)  reached 9 million (October 2012, Jakarta Post)
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#DimanaSBY (Where is the president)
 Messages: Contemptuous comments; rally calls, Petition signing, demo.
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Among the activists: former president daughters, university rector
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Internet has changed everything  Similar with ‘The Arab Spring’
Social Media has changed the communication between politicians/brands &
publics
208 RTs of Anies Baswedan’s
Tweet , 3 Oct 2012
Save KPK –
restart Indonesia
Dare to be Honest. Great! Huge
poster outside KPK Building – 25 Nov – longlasting effect
Conversation and Sharing: The ‘New’ Way of Communicating
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Social Media: two ways and horizontal communications.
Public perceptions over brand: determined experience
sharing about you/the brands
Not by your promotion material and advertising.
Indonesia’s case:
Social Media plays huge role
 Publics share and discuss everything in Social Media.
 New emerging markets: 230 million population
Netizen: 55 million (December 2011).
Internet penetration: 20,1 % of population (June 2012).
210,391,300 Mobile subscribers or 89 % penetration;
51 of Indonesian web users stream or downloaded online video
content each month (Nielsen).
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After the incident of #SaveKPK in October,
recently (on 2 December), the Indonesian
President Instructed all government officials
in all levels to be actively using Social Media.
(Metro TV News, 2-12-2012)
http://www.metrotvnews.com/metronews/newsvideo/2012/12/02/165518/Presiden-Instruksikan-Kepala-Daerah-Aktif-Gunakan-Jejaring-Sosial/1
Conversation and Sharing: The ‘New’ Way of Communicating
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Tweets per day: 1,293,131 = 15 tweets every second
87 % tweets from mobile devices.
Linkedin users : 860,000 (Social bakers,Nov 2011).
Number of blogs : 5,270,658 (Saling Silang, July 2011).
Foursquare : 312,000 (Source: Penn Olson).
Oct 2012:
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Facebook: almost 50 million, 4th (after USA, Brazil and India
Twitter: 30 million, 5th in the world (after USA, Brazil, Japan and UK)
Jakarta: is the most-active city in the world posting tweets.
Behaviour Types:
1. Outside ring: active Social Networks (million)
2. Pink: Messagers and Mailers
3. Blue: Content Shares
4. Green: Joiners and creators of groups
donesia & the Philippines : 2 of the highest in Social Network Penetration: about 76 % of active online users (world : 53 %)
Democratization of Media
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Hundreds of million netizens (incl. 500 million Twitter users):
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We reach new era of democratization of media:
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Here we observe and measures audiences’ perceptions upon brands
Social Media applications:
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share their experience with each others
ask
recommend your brands in Social Media.
Enables everyone, including PR to go directly to the consumers.
Socmed Apps + many strategies on the Internet:  Powerful communication
(conversation), with consumers who demand information and want to gather,
organize, and share content with their online communities.
Internet foster for individualization and interactivity
Gives power to Social Media users anywhere in the world.
Everyone individually able to say whatever they want any
time/place.
Word of Mouth the powerful medium to promote or kill a brand
 becomes ‘world of mouth’, or ‘world of mouse’.
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Interactivity:
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9 M Indonesians tweets made the government reacted
 Showed power of democracy, to curb the corruption.
Democratization of content:
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Enhancing that power,
Every individual is able to communicate with their old and new friends,
Socializing with people who stand for the same cause they care,
Sharing their ideas,
Influencing each others.
Dictates “shareability” and
Dissemination of your story by revealing and refining it through public
forums and channels.
Social Media let the community guide how you approach them
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It’s now up to them, up to the ‘community’  and it can be YOU!.
It’s the users/customers markets
Not the producers or the brands’ markets.
Layering; Learning from Experience
20 September 2012: Jakarta Election governor - 7 million electors
• Fauzi ‘Foke’ Wibowo (incumbent) vs Joko Widodo
18 September : shared a blog post on the collector (hub) Lintas.Me (www.lintas.me).
‘11 Attacks by Media towards Foke’ (11 Serangan Terhadap Foke di Media).
It was a simple restoration of 11 media sites with negative tones towards the incumbent
Surprise:
- 19 Sept : 1,000 viewers (200 % usual)
- End of Sept : 2,500 viewers (hot topic).
- 29 Nov : 2,989 viewers.
Consequently  blog viewers rocketed:
• 18 September 2012: 1,421 visited the blog, 644 viewing the particular article.
• Most viewers (529 and 249) referred from the hub (Lintas.Me) – which came from
Facebook and Twitter users. (Because after linking the post into the hub, I had also shared its link
to my Facebook page and Twitter account.)
• The rest: referrals from Search Engines, Facebook and Twitter themselves.
 It showed shareability and influencing is very important in the Social Media.
The Original post in the blog
18 Sept 2012: 1,421 Pageviews
From collector
34 in Facebook
Twitter
644 views
Shareability and influencing is very important in the Social Media.
Layering Social Media channels -- to enhance a campaign = sharing with others.
More fruitful than only sending message or news to Twitter or Facebook.
 Put content in a context.
Great content ?  only until somebody reads it, shares it and links to it.
It is not enough to only produce good quality contents.
 We need to put them in context, to do things that draw attention and links to them.
Social Media participation is another layer; Perhaps one of the most effective for:
• Enhancing your search engine optimization (SEO);
• Drawing eyeballs and all-important inbound links to your content.
 Pick a good timing and necessity speed with the news, then we could disseminate
our story in the most effective way by revealing and refining it through public channels
and forums.
What people do with layering
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Make a good simple plan: how, when to hit cyber world and across
channels.
Write a brief story in the blog or site, enrich with pictures or graphics.
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No details, use links to different sites to be accessed later by the readers
Users are busy, don’t like to read fuzzy articles, the simpler the better.
In my case, around 200 words, to guide the readers, and a list of 11 media stories.
Send the post’s link (URL) to the collector (hub): eg. Lintas.Me site.
 This is Most important component of layering. Foundation of amplifying.
After uploaded: promote the story into Twitter, YouTube, etc.
Support with retweets, likes, etc  essential to share your content.
Take care of it in all media channels.
Remember: relationships aren’t built by copying and pasting content.
Social Media is about conversation.
Say thanks to people who made respond, retweeted or liked your messages.
What does it mean for PR?
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Lessons from the case:
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to facilitate social distribution (of PR or marketing) messages,
practitioners can become accessible resources.
Audiences have unparalleled reach and access to information
 So practitioners can help social media publics analyze and
scrutinize the clutter (uncertainty).
 Thus, information sharing and interaction = cultivate
relationship.
 Provide online discussions for useful insights that fulfill user
needs
 Lead to further interaction: may be expressed as a user’s
decision to “follow” or “friend” the organization or practitioner.
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(Brian G Smith).
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Participate as an individual, not as a marketer or producer.
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Need a new depth of understanding, expertise, knowledge in
order to establish a meaningful relationship between:
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Customers, Influencers -- and the company (your brands).
 Now we learn through listening and participating.
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No more Web 1.0.  Now: complete transparency,
proliferation of the Social Web, called Web 2.0
PR also transformed into PR 2.0 era.
Transparency, expansiveness and overwhelming potential 
alarming and inspiring for PR.
Minimum: it’s sparking
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New dialogue,
Questions,
Education,
Innovation, and
forcing the renaissance of PR business (Brian Solis).
Meet the Connected Customers -- Marketing Aspect
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Net & Web 2.0 changed how consumers engage with brands.
Transforming the economics of marketing
Making obsolete many of the function’s traditional strategies and
structures.
Social Media:
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Is not only about chatting and sharing blog posts or pictures.
it is about how to create an effective incorporated marketing approach as
a platform – which appropriate tool should be used in a given situation.
For marketers, Social Media is bringing back humanity to all
digital life.
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We are no longer users, or shoppers.
We are people again.
For marketers, the old way of doing business is obsolete.
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Consumers:
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More relax in their relationship with brands -- They are self-indulged.
Connect with numerous brands through new media channels
Beyond manufacturer’s or retailer’s control or knowledge
 They Evaluate a shifting array of them,
 Often expanding the pool before narrowing it. (David C.Edelman).
After purchase, consumers:
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May remain aggressively engaged,
Publicly promoting or assailing the products they’ve bought,
Collaborating in the brands’ development, and
Challenging and shaping their meaning.
Social networking shifts power: in business = shifting power from producers  to
consumers.
Businesses (Brands):
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Have to practice engaging customers in deep and meaningful ways in every stage of the
product lifecycle.
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Change the way they conduct business and look for opportunities,
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Change the way they embrace it and understand the new phenomenon in relations with
Netizens and Social Networkers.
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Must be able to better connect with consumers and push out to more people through
those connections.
 These days people are more conscious of the connection they make.
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Social Networks: Medium for people to talk about the people
behind companies.
If people trust the executives, probably will trust the brand.
(Breakenridge)
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Two questions a brand has to answer :
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What do you stand for?
Can I trust you?
 Both Qs applied to the above case of Indonesia’s Twitter users.
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They eventually shared, encouraged with others who stand for the
same anti corruption movement.
They made conversations, and influencing each others.
They lifted up the Social Media empowering potentials.
In other time they will interact on other issues or products
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Consumers: still want a clear brand promise and good values.
Now, they have much more information and choices
They can:
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Consult search engines like Google anytime
Compare prices at real-time,
Ask other customers they never met for advices freely and fast.
Thus, Internet shifts ‘balance of power’ toward customers
Creates the need for a ‘pull’ strategy, not push.
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Buyers decide the purchase in their own rules,
Not the brands or sellers rules.
They would say: ”Don’t push me. Just tell me where you are and I
will come to visit you (or your website) whenever I want, wherever I
want and in the way I want it.”
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Consumer Decision Journey
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Based on study of the purchase decisions of nearly 20,000 consumers across five
industries (automobiles, skin care, insurance, consumer electronics, and mobile).
Consider – Evaluate -- Buy and Enjoy – Advocate and -- Bond.
Consumers’ perception during the decision journey always important
But , the most essential is brand experience:
Reach,
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Speed,
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Interactivity
of digital touch points
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thus, it requires an executive-level steward.
(David Court and his colleagues in David C.Edelman, HBR)
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Going social is no longer an experiment for marketers; it is a reality.
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Connect people who share same interests, however niche
Niche market  now make sense (previously inaccessible)
Social networks give individuals a voice  it empowers them.
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Segmentation in online marketing become more important.
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internet eliminates boundaries in geography,
firms can communicate and reach segments previously difficult to access.
Internet users grow, change and become more heterogeneous
 there will be an increasing number of marketing opportunities.
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Segment becomes narrower but finer – we will have more niches.
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These niches can be pretty vocal.
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Result: individuals as important as brands.
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From the Indonesian case : one activist or even a young girl in a small
city can have more friends >> than a big billion dollar brand in any
one social network site.
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This is the power of niches.
 Marketing aspect: all niches being aggregated = can make up a very
significant market for business.
If we combine:
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Wisdom of the crowds
Social Media
Democratization of content
 They all now become important factors for a new and better marketing
and PR activities.
Tastemaker, The Influential Word of Mouth.
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Million people becoming the new tastemakers (Chris Anderson, Long Tail).
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They act and share interests as:
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Can be anyone: not super-elite of people; they are us.
When tastemakers say something, they bring influential WOM.
Amplified WOM is the manifestation of:
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Individuals
Groups, and
Other group with unclear behavior (watched by businesses).
the 3rd force of the Long Tail: tapping consumer sentiment to connect supply to
demand.
1st force: democratizing production, populates the Tail.
2nd force, democratizing distribution, makes it all available.
But those two are not enough. 
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Only after the 3rd force, which helps people find what they want in this new
superabundance of variety, really brings up the potential of the Long Tail of
marketplace.
Tastemakers, The Influential Word of Mouth.
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Some are the traditional professionals: music critics, editors, or
product testers.
And our interest expand with the exploding availability of wide
variety of things
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They are simply people whose opinions are respected.
Influence the behavior of others,
Encouraging them to try things they wouldn’t otherwise pursue.
Thus, demand for such informed and trusted advice now extending to
the narrowest niches.
Our culture and economy are increasingly shifting away:
From a focus on a relatively small number of hits (mainstream products
and markets) at the head of the demand curve,
 and moving toward a huge number of niches in the tail.
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518, 142
followers
This writer
account
becomes an
ambassador
for domestic
products
Tastemakers, The Influential Word of Mouth.
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Social networking:
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In an era without the constraints of physical shelf space
and other bottlenecks of distribution, narrowly targeted
goods and services can be as economically attractive as
mainstream fare.
Not only shifts power from producer to consumer
But it radically enhances the consumer power.
The advent of Web 2.0, its being pushed beyond the
formal boundaries of the organization to consumers.
Thus, businesses have to engage customers in deep and
meaningful ways in every stage of the product lifecycle.
Communication Flow
of a Digital Corporate
Communication Strategy (Sample )
Corporate
Strategy
Marketing
Communication
Corporate
Communication
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•
•
•
Twitter
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•
•
•
•
•
Digital Channel
Information
Media Relations
Issue Management
Customer Relations
Social Responsibility
Community Relations
Corporate
Communication
Activity & Events
General Account
Be Human
Listen Closely
Engage Openly
Act Genuinely
Be Social to others
Connect the Dots
Facebook
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•
•
•
•
Customer Relations
Account
Regional Account
Evangelist Account
One and Only
Facebook Page
Develop ToR
Treat Facebook as a Webpage
Engagement: eg. Create games
Show that You Care
Show that You’re company is also Humanbased Organization
Thank you to Mr Aditya Rahmana Sani, Paramadina University Post Graduate Student.
Phase 1 – Listening
Phase 2 –
Engaging
Phase 3 –
Action
Phase 4 –
Connecting
Crowdsource
Add Value
Propose
Evaluate
Trends
Preparation
Benefits
Suggestion
Public
Demands
Community
Gamification
Engage
Be Social
Good News
Keep moving on. Always Promote Good News.
React fast on Problems.
Keep the focus on customers.
Encourage and let the Customers build the program
(With your Key Messages)
An example of a Telecom Provider Customer-for-Customer Program
Thank you to Mr Aditya Rahmana Sani, Paramadina University Post Graduate Student.
The Future: What Does Matter?
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Only God knows. It can be much more than what we see now.
Our job: make sure that communication are done:
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We need to:
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For the right reasons,
at the right time
To reach our stakeholders with information,
in a manner that gets their attention.
interact with them where they thrive the most – in their communities –
and
always remember that marketing is one big online conversation.
New PR (PR 2.0 or 3.0, etc) is not just about good
communication;
It is about finding the path to the conversation.
The Future: What Does Matter?
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PR 2.0 is about finding a new channel to connect with
people and get back to basics, which was all about
cultivating relationship.
PR has and always will be about relationship.
Social Media changed everything at the mass level.
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“New PR” will really helps companies connect with people
through their channels of influence and conversation.
It is no longer about messages or audiences;
It’s about discovering:
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the ‘people’ that matter,
where they go for information, and
why what you represent matters to them specifically.
Critical requirement: executive level to participate.
Some recommendations for Muslim PR
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Are encouraged to be active in Social Media.
Share, get involve and be interactive.
Islam taught us to always giving generously. Also share
things other PR professionals would not do such as:
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Maintain trust, for reputation:
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sharing information about the high values of Islamic teaching.
Muslim PR professionals -- more than others (of honorable
profession) -- ought to nurture consistent professional conduct
and ethical principles.
Not only broadcast messages
Always listen, create conversation and engage with the
best Islamic manner.
Forge themselves and their brands reputation and
relationships as a as truly Muslim professionals.
Syafiq Basri Assegaff , MA,MD
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Blog: www.syafiqb.com.
Email: [email protected]
Cell – Mob: +62 811 821 036.
Linkedin: id.linkedin.com/pub/syafiq-basriassegaff/a/813/608
Twitter: @sbasria
Facebook: http://www.facebook.com/sbasria