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Membangun Industri Internet
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Transcript of Membangun Industri Internet
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Yudha P SunandarSekolah Tinggi Teknologi Tekstil
Bandung, 14 Juli 2012
Social Media Marketing
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Nama : Yudha P SunandarPanggilan : YudhaStatus : MenikahPendidikan : Universitas PadjadjaranAktivitasBlogger & Praktisi Citizen JournalismPenulis Teknologi Informasi dan Citizen JournalismDewan Redaksi SalmanITB.comPengurus Masyarakat Mandiri Informasi (MMI) JabarRedaksi NapakTilas.com
Who Am I...???
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Mengapa Internet?
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Tiras Media Cetak Turun Sejak 20049 big cities, all people age 10+, in %
2928 28
2625
24 24 24 2423 23 23 23 23
22 2221
2019
17 1716
1718 18 18
17 17 17
15
13 13
22
20 20
1817
1615
1617 17 17 17 17
1615 15
0
5
10
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20
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30
35
Chart Title
All NPP
All MGZ
All TBL
Source : Nielsen Media Index 2004-2008
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Penetrasi Internet di Indonesia 9 big cities, all people age 10+, in %
14
13
12
11 11
10
11 11
12 12 12
14
13 13
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13
9
8 8 8 8 8
9 9
11 11
12 12 12 12
13
14
0
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04Q4 05Q1 05Q2 05Q3 05Q4 06Q1 06Q2 06Q3 06Q4 07Q1 07Q2 07Q3 07Q4 08Q1 08Q2 08Q3
Chart Title
CINEMA
INTERNET
Source : Nielsen Media Index 2004-2008
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IndonesiaPenggunaInternet
Terbesar ke-8di Dunia
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Pengguna Twitter
Indonesia(20 Juta User)
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00
1010
2020
3030
4040
5050
6060
7070
8080
9090
100100
PrintPrint
Digital radio
Source: ISOBAR, Western Europe, USA, Japan – Harley Prayudha
Media consumption average hours per week
Consumption of traditional media will keep declining
Tipping
point
1920 1940 1960 1980 2000 2020
Games
MobileOutdoor
Cinema
Analogue radioAnalogue TV
Digital TV
Internet
The time of dramatic shift is now
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2.0 era
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Konteks Era Industri Internet8C Framework - Madanmohan Rao
1. Connectivity2. Content3. Community4. Commerce5. Capacity6. Culture7. Cooperation8. Capital
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Connectivity
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Content
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plate – spoon – food
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which food...???
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Hyper Local
Hyper Specific
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HyperLocal & HyperSpecific Example
• Showroom mobil bekas Toyota di Bandung• Showroom motor bekas Honda di Bandung• Toko komputer bekas Bandung• Aneka Tape dan Peyeum Bandung• DetikBandung, @infobdg• Bank Daerah: BJB, Bank Jateng, Bank DKI• Ma Icih• Keripik Karuhun
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Think Globally, Act Locally
“...disebut juga Glocal, mengaplikasikan isu-isu di tingkat global ke dalam nilai-nilai di tingkat lokal...”
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Glocal Examples• Kreasi makanan tradisional, contoh: Ma Icih,
Karuhun, dan Surabi EnHai• Jajanan “Jadul”• Aksesoris karakter film dan game, contoh:
Spongebob, Avatar, Shaun The Sheep, Angry Bird• Kreasi kebudayaan, contoh: kaos batik, mobil
bercorak batik• Peristiwa terbaru, contoh: kaos KPK, kaos
nasionalisme• Trend, contoh: twitter @infobdg, @infogempa
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Source: Brain Traffic
What Content?
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Source: Brain Traffic
The Goal To Make Content…
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Kuncinya…
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Community
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Online CommunityA virtual place where peoplewith similar characteristicsmeet on a regular basis.
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Source: Bart de Waele
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A Decade Ago Now
The Web Information Gathering Relationship Building
The Tools 1.0 Search / Broadcast 2.0 Collaboration / Dialogue
Openness Suspicion of Brands Openness to Brands
Scalability Limited by BudgetLimited by GeographicPositioned Products
ViralnessNo BordersMass Costumization
Key Measure Brand AwarenessBrand Satisfaction/Equity
Brand Word of MouthBrand Participation / Relevance
What’s Changed?
Source: Wikibrands
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Key Community Audiences
Source: Flirt Crowdsourcing Model
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It’s not Promotion Anymore,It’s Conversation-- Hermawan Kartajaya
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Commerce
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Business Models…Plan for how to use the internetto make money or increaseorganizational efficiency…
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5 Forces…
Source: Alexander Osterwalder
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The Business Model in the Company
Source: Alexander Osterwalder
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Business Model• Donasi• Penjualan• Iklan• Berlangganan• Merchandise• Profit Share• Arsip Berbayar• Freemium• Dsb...
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Konteks Era Industri Internet8C Framework - Madanmohan Rao
1. Connectivity2. Content3. Community4. Commerce5. Capacity6. Culture7. Cooperation8. Capital
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Entrepreneurial Journalism
Gary Vaynerchuck
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Diki Andeas
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Pidi Baiq
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What Is The Different...???
They Have Masterpiece...
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4 LiteracyConcept
InternetMarketer
Source: Budhiana Kartawijaya
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Culture
• Budaya yang berlaku (etika, hukum, kebiasaan, dll)• Struktur sosial• Keadaan ekonomi• Tingkat pendidikan• Masalah2 yang terjadi (sosial, ekonomi,
pendidikan, budaya, dll)• Kekuatan dan Kelemahan
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Media
• Kemampuan dasar jurnalisme (menulis, fotografi, audio, dan videografi)
• Kemampuan membuat dan mengelola media dan informasi
• Kemampuan mengkomunikasikan informasi kepada masyarakat
• Kemampuan membangun kesadaran masyarakat terhadap dirinya dan informasi
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Teknologi
• Perangkat teknologi informasi• Akses terhadap internet• Wawasan tentang internet• Kemampuan menggunakan Social Media• Pemahaman terhadap aplikasi berbasis web• Kemampuan menggunakan web 2.0 tools• Kemampuan membangun aplikasi berbasis web
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Network
• Hubungan dengan internal (masyarakat, dll)• Hubungan dengan eksternal (komunitas,
pemerintah, dll)• Kemampuan menggerakan masyarakat
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