Digital Marketing Operation

For Divisi Business Service

Presented by Infomedia
Table Of Content
• Alignment Framework Existing to DMM
• Proposed Digital CX Solution
• Grand Design & Staging Activities
 BACKGROUND & OBJECTIVE

UMKM In Number
 BACKGROUND & OBJECTIVE

Statistic Internet Users in Indonesia

65,1% 41,6%
menggunakan Menggunakan
Social Media website secara
untuk mencari langsung untuk
Total Spending Budget Ads di Indonesia berdasarkan Channel. Produk mencari Produk

Internet Customer Behavior On Online Search 2021

32,7%
66,6%
menggunakan
Menggunakan
Mobile Apps
Search Engine
untuk mencari
untuk mencari
Produk (E-
Produk
commerce)

Kenaikan Budget untuk Iklan di Indonesia (dalam Persen dibanding 2020)

Source : Digital Indonesia 2021 by Hootsuite

BACKGROUND & OBJECTIVE
BACKGROUND & OBJECTIVE
 BACKGROUND & OBJECTIVE

Mengapa Digital Marketing Penting Bagi UMKM?

• Mengenal target pelanggan secara online

• Menghemat biaya promosi
• Mendapatkan ROI yang tinggi
• Memudahkan saat bersaing dengan kompetitor
• Dapat menjangkau pelanggan
• Membangun reputasi merek
• Mendapatkan pendapatan yang lebih tinggi 
 BACKGROUND & OBJECTIVE

Social Media Media Mapping

@Sooltanumkm.id @sobatbisnistelkom @smartBisnis

Source : analisa.io

on official accounts they still have low followers and an engagement rate <1%. this is still quite far when compared to industry benchmarks where the ideal official account is to have at
least 10K followers and have a 3-6% engagement rate, this still needs to be improved in terms of brand and social media management.
 BACKGROUND & OBJECTIVE

Eksternal Internal

The average growth of e-commerce is 25% per year, and

of the 7.2 million UMKM in Indonesia, around 36%
make sales through social media such as Instagram.

The Ministry of Cooperatives and UMKM is optimistic

that the export contribution of UMKM will increase to
15.1% in 2021. In fact, the target will be increased in there are no visible advertisements on social media, SEM or GDN. this makes low customer's
2024 to 21.6%. knowledge, they don't know what products we will sell later ..

OPPORTUNITY FOR IMPROVEMENT WHAT WE NEED TODO OBJECTIVE IMPACT

• Increase Brand • Business Growth

Based on the latest conditions, the development of online business and UMKM is very rapid • Digital activity to reach more audience
today and in 2022. Meanwhile, the keyword 'Internet UMKM’ is still low on google searches and and generate sales in the future Awareness
Online Media Advertising. • Increase Value of Business • UMKM Growth
 DIGITAL CX SOLUTION

Marketing Sales Services

Awareness Interest Customer

Decision Subscribe Usage Bill & Collection Information Loyalty
Support
Unit :
Paid Marketing Campaign : Paid Marketing Campaign : Paid Marketing Campaign : Paid Marketing Campaign Campaign Billing Reminder : Campaign Promotion : Campaign Promotion :
- Campaign DBS product (Sosmed, GDN - Campaign DBS product (Sosmed, GDN & SEM) - Campaign DBS product (Sosmed, - -
Campaign DBS product (Add Blasting whatsapp - Social media Post - Social media Post
& SEM) - GDN & SEM) on) - Blasting Email - Social media promote - Social media promote
Retargetting Campaign Digital Marketing
- Colaboration with media. - Retargetting Campaign - Social Media Post Management

Community Management : Community Management : Awarding Arangger :

- Community event - Community event - Community event
- Event Digital - Event Digital - Event Digital TeleAccount Management
- KOL/influencer - KOL/influencer - Webinar series

Campaign Follow Up Activity Push to subscribe

- Status Socmed / Explore Dapros - Follow Up Dapros - Follow Up Dapro Caring Information
- QR Code / WA sales - QR Code / WA sales - Caring to subscribe CRM DBS

Caring : • Caring Information (CAPS, Isolir, downgrade)

• Dunning Activity • Social Media Intercation
• Profilling Activity
• Caring Salper • ProfillingActivity
Social Media interaction • CT0 Activity
• Digital Channel
Activity

FCC • Tier 2 retensi

• Social Media Intercation • Social Media Interaction

• Followup Order
Caring & solving problem Tenesa
• Profilling Activity

• ProfillingActivity
VAM
• Reminder contract

• Canvasing order
Sales Pro

• Canvasing order
TouchPoint
Point

Mitra Var

Social Mobile Online Outbound Website Landing Page Mobile Social Inbound Call Mobile
Website Chats
Touch

Application Advertising Telesales Email Chats

Media Application Media Center Application
Tools

Marketing Support Tools (Iistening tools, Marketing platform, Dashboard funneling, CIM, CRM & Blasting management)
Concept Existing
for Divisi Busineess Service

Social Media Management Perspective Sales Channel Perspective

Offering (Growth
Socmed
Hacking)
Hacking
Objectives : Objective :
Generate Followers Generate Sales Lead
Pool of Digital Assets
Strategy :
Strategy : Offering on Captive Audiences
Content Enrichment
Analysist
Sales Lead / Demand

Objective :
• Provide Product that Meet Market Need &
• Excellent Operation Based On Market/Customer Voice
Strategy :
• Respon to Market Request & Dev. Based On Research Over Crowd

Product Developer Perspective

Proposed Concept DMM
for Divisi Busineess Service

Community Management

Social Media Operation Digital Campaign Operation

Socmed Objective :
Objectives : Hacking
Generate Sales Lead
Generate Followers
Pool of Digital Assets

Strategy :
Offering on Captive Audiences
Strategy :
Analysist
Content Enrichment Sales Lead / Demand
Increase Engagement

Objective :
• Provide Product that Meet Market Need &
Strategy : • Excellent Operation Based On Market/Customer Voice
• Respon to Market Request & Dev. Based On Research Over Crowd

Product Developer Perspective

Implementation Program Concept DMM
for Divisi Busineess Service

Community Management

Activities : Community Event, KOL/Influencer, Event Digital, Webinar Series, etc.

Social Media Operation Digital Campaign Operation

Growth Hacking
Socmed Hacking Activity :
Activity :
Campaign Promotion : Paid Marketing Campaign
• Monitoring Sentiment • Campaign DBS Product (sosmed,
• KOL Influencer GDN & SEM)
Pool of Digital Assets
• Digital Event Activation • Retargetting Campaign
• etc • Colaboration with Affiliate
(google, Facebook, etc)
• Blasting (Whatsapp & email)

Analysist
Sales Lead / Demand

Activities : • Product Development

• Market Research • Offering Free Beta Tester
• Product Hunt • Provide & Fostering FAB Digital
• Partnership • Digital Channel Value Creation

Product Developer Perspective

 DMM PROPOSED Composition

With the scope of work, tis is the composition of the DMM team with a total of 9 employees and the composition adjusts to the needs of both national.

Digital Campaign Community

Social Media Operation
Operation Management

DBS TEAM Approval, Monitoring, Evaluation

Social Media Specialist Campaign Manager

1 Employee 1 Employee
FUNCTION :
•
•
Manage social Media Account
Content Strategy
FUNCTION :
• Campaign strategy Community Manager
• Organizing with Media placement
• Digital Event Activation
1 Employee
FUNCTION :
• Organizing & Produce Event
Copy Writer Digital Stalker Campaign Implementator (live IG, Podcast, Webinar,
1 Employee 1 Employee 1 Employee ETC)
FUNCTION :
• FUNCTION :
Produce Wording FUNCTION :
• Monitoring Social Media
DMM TEAM •
Campaign
Social Media Content
• Stalker Social Media Post
•
•
Campaign executor
Consultative Selling
• Caring Customer Process

Content Creator Digital Analyst KOL Management

1 Employee 1 Employee
FUNCTION : FUNCTION :
1 Employee
• Produce & Post Content (motion Graphic, • Social Media Insight FUNCTION :
image Video etc) • Ads Campaign insight Promote IndiHome DBS Product (all social media
• Reporting Performance platform)

Digital Marketing Management

 DIGITAL MARKETING MANAGEMENT
for Divisi Busineess Service

Social Media Operation

Brand Promotion
Social Media
Content Enrichment
Management Brand Awareness
Digital Event Activation

Stalker VVIP/KOL
Digital Stalker Influence Management

DB LEADS
Stream
Digital Campaign Operation
Paid Marketing Campaign

Campaign Orchestrator Aggressive content strategy

Sales Activation
Microsite
Dispacth Leads

Community Management
Engage Community Event
(Influence)
Brand Awareness
Management event Webinar Series Product Developer

Digital Event Activation

 DIGITAL MARKETING MANAGEMENT FLOW
for Divisi Busineess Service

Activity Process Output

• Increase Awareness
Social Media Operation

• Produce promo content (motion, grafik etc) • Approval & Monitoring

• Produce shareable content. • Increase Engagement
• Organizing Digital Event. • Increase Followers my Sooltan
• Creating Gamification program (quiziz, giveaway. • Generate Participant
Etc.) • Generate Visit Profiles
• Collaborate KOL/Influencer & media affiliate • Generate Organic website traffic

• Paid marketing via channel : Sosmed GDN, SEM) • Increase Impression

Campaign
operation

• Retargetting campaign • Generate Traffic Website

• Approval, Monitoring & Data process
• Blasting Whatsapp & email • Generate Website Leads
(Pelanggan existing)
• Programmatic Ads

• Digital Event Activaiton (webinar series, Podcast, • Awareness

etc) • Increase enggament
Management
Community

• Rewarding Event • Increase Impression

• Collaborate with UMKM Community
• Creating & monitoring Community Referal
Program.
• Creating & monitoring Community engagement
program.
• Generate Organic Traffic Website
• Approval & Monitoring • Generate Organic Website Leads
• Followers My Sooltan account
• Loyal Community
 DIGITAL MARKETING MANAGEMENT
for Divisi Busineess Service

Function Activity
1 Social Media Operation
• Manage Social Media Official
• Mengelola Brand Awareness Divisi Business Service product.
• Meningkatkan engagement dengan pengguna media sosial
terkhususnya pelanggan yang bergerak pada UMKM.
• Meningkatkan Engagement DBS official acoount & my
• KOL/Influence Management
GOALS
Soolltan • Social Media Content
• Stalker DMM Program on 2021

• Growth Number of Followers

2 Digital Campaign Operation

• Paid Marketing Campaign
• Growth % Engagement Rate
• Merancang dan menerapkan digital campaign yang efektif • Growth % Brand Sentiment
dan efisien di seluruh seluruh digital channel IndiHome. • Remarketing Campaign
• Memberikan costumer experience yang baik kepada • Growth Sales Digital Revenue
pelanggan IndiHome. • Consultative Selling
• Growth Number of Community & Ranger
(Contributor)

3 Community Management
• Digital Event Activation Digital untuk meningkatkan • Digital Event Activation
engagement pelanggan UMKM.
 DIGITAL CX SOLUTION

Marketing Sales Services

Awareness Interest Customer

Decision Subscribe Usage Bill & Collection Information Loyalty
Support
Unit :
Campaign Awareness : Campaign Consideration : Campaign Product : Campaign Add on: Campaign Billing Reminder : Campaign : Campaign :
- Campaign DBS product (Sosmed, GDN - Campaign DBS product (Sosmed, GDN & SEM) - Campaign DBS product (Sosmed, - Campaign DBS product (Add - Blasting whatsapp - Social media Post - Social media Post
& SEM) - Retargetting Campaign GDN & SEM) on) - Blasting Email - Social media promote - Social media promote
- Colaboration with media. - Retargetting Campaign - Social Media Post Digital Marketing
Management
Community Management : Community Management : Awarding Arangger :
- Community event - Community event - Community event
- Event Digital - Event Digital - Event Digital
- KOL/influencer - KOL/influencer - Webinar series
TeleAccount Management

Campaign Follow Up Activity Push to subscribe

- Status Socmed / Explore Dapros - Follow Up Dapros - Follow Up Dapro Caring Information
- QR Code / WA sales - QR Code / WA sales - Caring to subscribe
CRM DBS
Caring : • Caring Information (CAPS, Isolir, downgrade)
• Dunning Activity • Social Media Intercation
• Profilling Activity
• Caring Salper • ProfillingActivity
Social Media interaction • CT0 Activity
Activity

• FCC • Tier 2 retensi

• Digital Channel
Social Media Intercation • Social Media Interaction

• Followup Order
• Profilling Activity Caring & solving problem
Tenesa

• ProfillingActivity
• Reminder contract VAM

• Canvasing order
Sales Pro
• Canvasing order
Touch Point

Mitra Var
Social Mobile Online Outbound Website Landing Page Mobile Chats Social Inbound Call Mobile
Website Email Chats
Media Application Advertising Telesales Application Media Center Application
Tools

Marketing Support Tools (Iistening tools, Marketing platform, Dashboard funneling, CIM, CRM & Blasting management)
 Digital Marketing Operation
Result Driven Creative Ideation, Proper Channel, & Optimization for Effective Digital Marketing Activities

GOALS & Creative Ideation Campaign Content Management

OBJECTIVE Strategy

AWARENESS • Promotional Campaign • Ads Startegy • Ads Content

• Trending Topic ideation • Editorial Ads • Localized Content
• Event Activation Colaborating • Create Landing Page • Motion Graphic, Video
ACQUISITION with entrepreneur Community • Campaign Retargetting Graphic
• Creating & Manage • Etc • Quiziz & Give Away
#SaatnyaJadiSooltan Digital • Etc
ACTIVATION Comunity

REVENUE
Channel :
• Social Media • Seacrh Engine
RETENTION • Social Media • Publisher Ads
Advertising Marketing
Platform Placement

REFERRAL Expand Channel :

• Whatsapp • QR Code
 TIME PLAN DIGITAL MARKETING MANAGEMENT

2021 2022

Q4 Q1 Q2 Q3 Q4
Social Media Operation : Social Media Operation : Social Media Operation : Social Media Operation :
Developt phase : • Produce and promote content
• Produce and promote content awareness • Collaborate with KOL/Influencer. • Collaborate with KOL/Influencer.
• Set up team • Collaborate with KOL/Influencer. awareness (macro & Micro) (macro & Micro)
• Set up KPI • Digital Event (Webinar Series, quiziz, • Collaborate with KOL/Influencer. • Digital Event (webinar series, • Digital Event (webinar series, quiziz,
• Set up Framework Giveaway, etc) (macro & Micro) quiziz, Giveaway, etc) Giveaway, etc)
• Choose Brand Ambasador. • Digital Event (Sooltan Business
• Set up strategy Forum)
• Tools utilization

Digital Campaign Operation: Digital Campaign Operation: Digital Campaign Operation: Digital Campaign Operation:
• Paid marketing : awareness • Paid marketing : Convertion • Paid marketing : Convertion • Paid marketing : Convertion
campaign Retargetting Campaign. Retargetting Campaign. Retargetting Campaign.
• Retention Campaign • Retention Campaign

Community Management: Community Management: Community Management: Community Management:

• Digital event Activation (gathering • Loyalty event (awarding) • Loyalty event (awarding) • Loyalty event (awarding)
UMKM). • Community Event Offline/Online • Community Event Offline/Online • Community Event Offline/Online
• Community Event Offline / Online

Operation Improvement : Operation Improvement : Operation Improvement : Operation Improvement :

• Training Digital Marketing • Social media hack • Training Digital Marketing (trend • Training Digital Marketing (trend
• Digital marketing platform • Digital marketing platform evaluation) evaluation)
• Monitoring & evaluation • Monitoring & evaluation • Digital marketing platform • Digital marketing platform
• Monitoring & evaluation • Monitoring & evaluation

Social Media Operation Digital Marketing Operation Community Management Digital Marketing Management
 Need Support

Tools

Tools Salary Keterangan

License Listening    

Create Landingpage    

Blasting Management    

Grand Total  
-
Proposed Solusion
Grand Design Journey

Integrated Digital Marketing Next Stage

Staging 1 Staging 2 Staging 3 Future Feature

Define Microstie or Leads Enhancement Microsite Enhancement Microsite WA Button on

generation
website

Optimize SERP (search engine Optimize SERP (search engine Optimize SERP (search engine
• Out of Home
result pages) result pages) result pages)
• TV/Print
• Digital Ad
Search Engine Marketing (Ads)

Content Production

Social Media Optimization & Maintenance

Social Media Marketing (Ads)

 CHANNEL CONTENT ENGAGEMENT

There are several strategies that can be done to increase brand awareness to customers on sooltan and UMKM products. Collaboration with influencers and media engaged in business can be a
strategy to increase engagement with customers to introduce UMKM products

• Media Affiliate • KOL / Influencer

@tomlywafa @juragan_99 @hendysetiono

Strategy engage with Community :

• Colaboration with Media Affiliate UMKM
• Colaboration with KOL/Influence
• Offline community Approach
• Webinar series
@PecahTelur
THANK YOU