The Empowerment of Public Learning from Indonesia

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The Empowerment of Public Learning from
Indonesias Case
Islamic Public Relations, Social Media and
Marketing

• Syafiq Basri Assegaff

Presented in the 2nd Global Congress for Muslim
PR Professionals Teheran, Iran, 8-9 December 2012
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Social Media Powerful tool in Indonesia to gauge
public opinion

• Credited by President SBY, October 2012
• ? Government has listened to peoples 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 Polices
  Traffic Corps.
• SaveKPK (plead to support) ? reached 9 million
  (October 2012, Jakarta Post)
• DimanaSBY (Where is the president)
• ? Messages Contemptuous comments rally calls,
  Petition signing, demo.
• Among the activists former president daughters,
  university rector
• Internet has changed everything ? Similar with
  The Arab Spring
• Social Media has changed the communication
  between politicians/brands publics

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208 RTs of Anies Baswedans Tweet , 3 Oct 2012
Save KPK restart Indonesia
Dare to be Honest. Great! Huge poster outside KPK
Building 25 Nov long-lasting effect
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(No Transcript)
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Conversation and Sharing The New Way of
Communicating

• 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.
• Indonesias 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/201
2/12/02/165518/Presiden-Instruksikan-Kepala-Daerah
-Aktif-Gunakan-Jejaring-Sosial/1
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Conversation and Sharing The New Way of
Communicating

• 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
• 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.

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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
Indonesia the Philippines 2 of the highest
in Social Network Penetration about 76 of
active online users (world 53 )
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• Democratization of Media
• Hundreds of million netizens (incl. 500 million
  Twitter users)
• share their experience with each others
• ask
• recommend your brands in Social Media.
• We reach new era of democratization of media
• Here we observe and measures audiences
  perceptions upon brands
• Social Media applications
• 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
• 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.
• 9 M Indonesians tweets made the government
  reacted
• ? Showed power of democracy, to curb the
  corruption.
• Democratization of content
• 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
• Its now up to them, up to the community ? and
  it can be YOU!.
• Its the users/customers markets
• Not the producers or the brands markets.

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• 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.

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On 25 Nov 2012
On 27 Nov 2012
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Retweeted to 12,152 followers
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The Original post in the blog
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18 Sept 2012 1,421 Pageviews
From collector
34 in Facebook
Twitter
644 views
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• 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.

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What people do with layering

• 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.
• No details, use links to different sites to be
  accessed later by the readers
• Users are busy, dont 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 posts 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 arent built by copying
  and pasting content.
• Social Media is about conversation.
• Say thanks to people who made respond, retweeted
  or liked your messages.

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What does it mean for PR?

• Lessons from the case
• 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 users decision to follow or friend the
  organization or practitioner. (Brian G Smith).
• 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
• Customers, Influencers -- and the company (your
  brands).
• ? Now we learn through listening and
  participating.
• 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 its sparking
• New dialogue,
• Questions,
• Education,
• Innovation, and
• forcing the renaissance of PR business (Brian
  Solis).

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Meet the Connected Customers -- Marketing Aspect

• Net Web 2.0 changed how consumers engage with
  brands.
• Transforming the economics of marketing
• Making obsolete many of the functions
  traditional strategies and structures.
• Social Media
• 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.
• 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
• More relax in their relationship with brands --
  They are self-indulged.
• Connect with numerous brands through new media
  channels
• Beyond manufacturers or retailers control or
  knowledge
• They Evaluate a shifting array of them,
• Often expanding the pool before narrowing it.
  (David C.Edelman).
• After purchase, consumers
• May remain aggressively engaged,
• Publicly promoting or assailing the products
  theyve 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)
• Have to practice engaging customers in deep and
  meaningful ways in every stage of the product
  lifecycle.
• Change the way they conduct business and look for
  opportunities,
• Change the way they embrace it and understand the
  new phenomenon in relations with Netizens and
  Social Networkers.
• 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)
• Two questions a brand has to answer
• What do you stand for?
• Can I trust you?
• ? Both Qs applied to the above case of
  Indonesias Twitter users.
• 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
• 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.
  
• Buyers decide the purchase in their own rules,
• Not the brands or sellers rules.
• They would say Dont 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
• 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,
• Speed,
• Interactivity
• of digital touch points
• ?thus, it requires an executive-level steward.
• (David Court and his colleagues in David
  C.Edelman, HBR)
• Going social is no longer an experiment for
  marketers it is a reality.
•  
• 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.
• 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.
• Segment becomes narrower but finer we will have
  more niches.
• These niches can be pretty vocal.
• Result individuals as important as brands.
• From the Indonesian case one activist or even a
  young girl in a small city can have more friends
  gtgt than a big billion dollar brand in any one
  social network site.
• This is the power of niches.
• Marketing aspect all niches being aggregated
  can make up a very significant market for
  business.
• If we combine
• Wisdom of the crowds
• Social Media
• Democratization of content
• ? They all now become important factors for a new
  and better marketing and PR activities.

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Tastemaker, The Influential Word of Mouth.

• Million people becoming the new tastemakers
  (Chris Anderson, Long Tail).
• They act and share interests as
• Individuals
• Groups, and
• Other group with unclear behavior (watched by
  businesses).
• 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
• 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. ?
• 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.

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Tastemakers, The Influential Word of Mouth.

• They are simply people whose opinions are
  respected.
• Influence the behavior of others,
• Encouraging them to try things they wouldnt
  otherwise pursue.
• Some are the traditional professionals music
  critics, editors, or product testers.
• And our interest expand with the exploding
  availability of wide variety of things
• 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
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Tastemakers, The Influential Word of Mouth.

• 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.
• Social networking
• 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.

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Communication Flow
General Account
of a Digital Corporate Communication Strategy
(Sample )
Twitter
Customer Relations Account
Regional Account
Corporate Strategy
Marketing Communication

• Be Human
• Listen Closely
• Engage Openly
• Act Genuinely
• Be Social to others
• Connect the Dots

Evangelist Account
Corporate Communication
Digital Channel
Facebook
One and Only Facebook Page

• Develop ToR
• Treat Facebook as a Webpage
• Engagement eg. Create games
• Show that You Care
• Show that Youre company is also Human-based
  Organization

• Information
• Media Relations
• Issue Management
• Customer Relations
• Social Responsibility
• Community Relations

Corporate Communication Activity Events
Thank you to Mr Aditya Rahmana Sani, Paramadina
University Post Graduate Student.
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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.
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The Future What Does Matter?

• Only God knows. It can be much more than what we
  see now.
• Our job make sure that communication are done
• For the right reasons,
• at the right time
• To reach our stakeholders with information,
• in a manner that gets their attention.
• We need to
• 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.
  

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The Future What Does Matter?

• 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.
• New PR will really helps companies connect with
  people through their channels of influence and
  conversation.
• It is no longer about messages or audiences
• Its about discovering
• the people that matter,
• where they go for information, and
• why what you represent matters to them
  specifically.
• Critical requirement executive level to
  participate.

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Some recommendations for Muslim PR

• 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
• sharing information about the high values of
  Islamic teaching.
• Maintain trust, for reputation
• 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.
  

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Syafiq Basri Assegaff , MA,MD

• Blog www.syafiqb.com.
• Email syafiqb_at_gmail.com
• Cell Mob 62 811 821 036.
• Linkedin id.linkedin.com/pub/syafiq-basri-assegaf
  f/a/813/608
• Twitter _at_sbasria
• Facebook http//www.facebook.com/sbasria