Digital Signature

Masterclass
Learning Outcomes

OUR DISCUSSION POINTS

An Introduction

Understanding our Audience

Competitor Analysis

Content Strategy

Media Placement Strategy

Key Opinion Leader

Key Performance Indicator

Introduction
About Trainer

@laksamana.mustika
Professional Experiences
CEO & Founder - PT Jangka Digital Solusi

Founder - Laksamana Digital Academy

CMO - Xaham.id

Digital Strategist - Accenture

Notable Works
Garuda Indonesia, Citilink, Repsol Asia Pacific, Honda

Prospect Motor, PDIP Perjuangan, WRP, AQUA Japan,

AICE Ice Cream, RPX Logistic, Binus University, LSPR,

Pemprov DKI Jakarta, etc.

Challenges
MULTIPLE AUDIENCES
Different style of communication between

Gen Z, Gen Y and Gen X

NO ROLE MODEL
No competitor that has been activated their

brand in Tiktok Platform

Understanding Our
Audiences
THEY’RE (MOSTLY)
HAPPY TO SEE YOU
“Gen Z is happy to have content
from their favorite brands appear
in their newsfeeds.
THEY PREFER
MOBILE
This age group greatly prefers the
on-the-go convenience of their
mobile devices over PCs and even
laptops.
THEY LOVE TIK TOK
Tik Tok, the short video creation
and sharing app, has taken the
world by storm.
THEY TRUST FRIENDS
AND FAMILY
source: https://blog.hootsuite.com/generation-z-
When it comes to the influencers statistics-social-
marketers/#:~:text=Market%20research%20shows%2
they do trust, male Gen Zers are
0that%2085,with%20brands%20on%20social%2C%20t
most likely to follow them on oo.&text=Before%20making%20a%20purchase%2C%2
0Gen,Millennials%20to%20turn%20to%20YouTube.
YouTube. Female Gen Zers most
often follow influencers on
GEN Z
Instagram.
<25 years old
YOUNG WORKER WOMEN LOVE
TIK TOK
“Gen Y in Indonesia are mostly Tik Tok, the short video creation

working in corporates, creative, and sharing app, has taken the

startups, and their own world by storm.

businesses.

MORE (QUALITY) CUSTOMER CENTRIC

VIDEO
This age group greatly prefers
type of video posting instead of
COMMUNICATION
source:
This generation prefer "light"
http://www.isabellekringnes.com/millennials-
communcation style from the social-media

just boring images and texts. brand. Using a "receh" post and

jokes is very recommended to gain

this audience.
GEN Y
25 - 35 Y.O
GEN X IS PLUGGED XERS ARE SOCIAL, BUT
IN ADS ARE A NO-GO
Splitting their time between new While Gen X's social network usage and

and old media, Xers are time spent makes it easy for marketers to

reachable almost anywhere. reach them, they don’t love encountering

social ads. According to a September

2018 survey from Morning Consult, 56%

SPLIT ON PRIVACY of Xers said there is too much

CONCERNS advertising on the social venues they

use.
source:
Gen Xers' privacy concerns are https://www.emarketer.com/content/the-three-p-s-
understandable, as the cohort is
of-gen-x-penetration-social-platforms-and-privacy

willing to adopt and use newer

GEN X
technology, but with reservations.

35-46 Y.O
Our Approach

KEEP IT SEAMLESS GIVE THEM VOICE MAKE IT PERSONAL

They like to be heard! Our content
Career, Daily Tips, Zodiac, Love
Don't force our audience to leave
strategy will contains audience
Story, Parenting, Health Tips are
our social media assets to make a
testimony and inisghts.
examples of personal related
purchase. We need to maintain
content that they love.
storefronts within social networks.
INDONESIA BONUS
DEMOGRAPHY

Indonesia now is having Demography Bonus that

means:

There are more productives productive ages

than non-productive ages.

We need to focus on how targeting Gen X, Gen

Y, and Gen Z for our social media strategy.

source:

https://www.akselerasiindonesia.com/382-2/
How To Activate A Brand
Brand Pillar

BRAND BRAND PRODUCT

POSITIONING PROMISE POSITIONING
The Communication
STAGE

AWARE CONNECT ENGAGE TRIAL

Leverage the followers to create Move the fans and followers to Collaborate with fans and followers Give our audience "real"

awareness to the non-fans get to know more about the and re-establishing new and fresh experiences of using our

audiences about the brand brand products and values approach to the brand products based on their need.

existence in

digital landscape.
How to Achieve
Objectives

CONTENT MEDIA BUYING KOL ACTIVATION

 TikTok is
A MUST!
Using Tiktok in Indonesia is a VERY

EFFECTIVE way to boost digital

assets engagements especially for

GEN Z AUDIENCE.

Also, our competitors are not aware

from this new social media yet.

This is our golden opportunity to take

a step ahead in our industry.

 TikTok is
A MUST!
Indonesia is the second country that

has the biggest TikTok active user

after India and the biggest

download numbers in Google

Playstore and Apple Appstore.

Based on sensortower.com data,

Indonesia's users contribute around

https://tekno.kompas.com/read/2020/09/11/15010037/indon 8.5% from TikTok user worldwide

esia-sumbang-angka-unduhan-tiktok-terbanyak-di-dunia
Case Study
HOW EPL CLUB USING
TIKTOK
Well known EPL FootBall Clubs: West

Ham United and Leicester City are

using TIkTok to gain massive Indonesian

Fans and raise their Brand Awareness,

They are using Indonesian Viral Songs

and Indonesian caption to boost the

engagements.

RESULT
These 2 clubs have big amounts of likes

and views organically without paying

on advertisement.
Media Placement
Strategy
Key Performance Indicator

15,000 10,000 10,000

FOLLOWERS FOLLOWERS FOLLOWERS

Instagram Facebook Tiktok

EVEILEB EW TAHW
The first rule of social media is

that everything changes all the

time. What won’t change is the

community’s desire to network.

KAMI HUYSE
Thank You