 Hello everybody, my name is Nica Solo-Rodger and I'm the Weisili coordinator here at the U.S. Department of State. I'm coming to you live from Washington, D.C. at our State Department studios where we are thrilled to kick off our Weisili Tech Tuesday series today. Every Tuesday this month we will have a Tech Tuesday Facebook Live chat with a tech expert on a different topic. Today I have the privilege of speaking with Anantia Van Bronckhorst about digital marketing. Anantia is co-managing director at Girls in Tech Indonesia and is coming to us from Jakarta where she recently was a trainer for the TechCam program. She is going to talk about digital marketing and why it's important for any organization or project you're part of. Please ask your questions for Anantia in the comments section below. Also, please let us know where you're watching from. Alright Anantia, before we get into the topic of digital marketing I want to do a speed round of quick questions to help our audience get to know you and the topic better. What kind of work do you do for Girls in Tech Indonesia? Hi, so Girls in Tech Indonesia is basically a community base. So what we've done is that we have this program usually is run about like three month program. It's like an empowerment program so we have combinations of classes, mentoring and also like the previous one we have what we call a B digital program. So this program is aiming to get more women or more female to join in the digital industry after they graduate from university. So what we've done is that we make a huge program. It's a three month based class that ranging from coding classes, digital marketing classes and how to write and things like that. And also we have an office visit and internship program. So it's kind of like a mixture between a lot of stuff that we've done here. So it's kind of interesting for me. Thank you. And you're here today to talk to us about digital marketing. How do you define digital marketing? So digital marketing is basically it's like the way you communicate the things that you want your audience to know but through a digital medium. So I work within digital marketing since 2007. So I actually, aside from Girls in Tech Indonesia, I actually run my own company it's actually a digital marketing agency. So this is actually what we've done for a lot of our clients. So basically how to communicate a message from the client side, whether it's activities or products and things like that to the right target audience through via digital media. So that was basically it. And what inspired you to get into this field? So actually my major is not a digital background. So I majored in journalistic at the first time. So I graduated from a journalistic school. And when I first work, I work as a content provider in the websites. So that was the first laugh that I have with digital words because at that very moment I noticed that digital really broadened my skill. So I could learn anything that I want and I can meet a lot of people and so basically that was the first time that I decided that I want to work within the digital fields. And what is your favorite thing about the work that you do? So the work that I do right now managing my own company as well as co-managing directing Croson Technology Asia have given me so many opportunities to one evolving myself and also teaching others and asking others to also benefit from the technology world. So Croson Technology Asia give me a platform to connect to more women and ask them and bring them closer to the technology fields. And I see a lot of them are gaining advantage from that. So that was the favorite things that I have. Thank you. And now that we know more about you, can you tell us a little bit more about why is digital marketing a subject that's important for people to know about? So because right now what I'm seeing is that all the world is connecting via digital. So if you want to talk about marketing, so marketing is essentially how to communicate to your target audience. So if you want to talk to the target audience right now and furthermore in the future, the target audience is in the digital world. So that was why learning about digital marketing from right now is quite important for you guys. Thank you. We have a lot more questions to ask you. But let's flip things around and ask our audience a question. Which digital marketing campaign inspire you and why? What is an organization or company that has done a great digital marketing campaign that got your attention? I heard that you have three steps that everyone should know about when it comes to digital marketing. Can you go over them with us please? Okay, so if you guys want to start digital marketing, usually there are three easy steps. So the first one is actually to know your objectives. So knowing your company objective or your activity objective is really important because by knowing that you can then think about what medium that you want to use and then you can also think about what activity that you want to make. And most important of all is that afterwards you can also think about what is the key performance indicator that you wanted. So key performance indicator will also be your benchmark. And in terms of talking about objectives, there is usually within digital marketing, there are several objectives. But the most common objective usually involves an awareness about awareness. The next is usually about driving traffic. It's either to your websites or for example to download an applications. The next one is about actions. Actions can involve selling actions or like action to do something. So that was the main or the most common objective that we usually have. And these objectives usually then have, there's going to have a different sets of KPI or metrics that we can track. So for example, if you want to have an objective sales for example, and then the metrics or the KPI that we should use is actually how to, the confersions metrics. So how many percentage from the traffic that you make towards your landing page and how many of them are essentially converting into an action or buying or anything that you want them to do. So different activities going to have a different type of metrics. And the second tip that I'm having is that know your audience. Knowing your audience is hugely important because in terms of marketing what we've done is that we have communications that we want to convey to the target market. And the target market is actually the one that we should really know about. We have to know where they are, what medium that they use, how they communicate with each other, and then how the brand should portrays themselves in order to be well received by the target audience because different target audience usually have different types of preferences. Like for example, if we're talking about target audience what you should guys do is that not only know about the demographic, not only know about female, male, age, place that they stays, but try to dig more deeper, dig more deeper in terms of know what they like, know what they dislike, know how their lifestyle, and get to know like every little bit details about them because that will help you a lot. For example, like Teams usually uses different type of medium than like a first jobber, for example. So teams like Instagram, they like YouTube, first jobber, for example, perhaps prefer other medium, and the way they speak, the way the lifestyle is different as well. And the last tips for digital marketing is actually you have to find your own activities or product uniqueness. In the marketing fields, we usually call this as a USB in excelling propositions. So this in excelling propositions can actually help you to like develop a campaign program for your marketing. So this actually can give you like advantage because when we talk about marketing, a lot of brands, a lot of activities out there that are competing with each other. So how do we break out of the competitions that was the initial ideas of why we should know our USB? Like for example, if we have like fundraising, so how can we make sure that our fundraising is kind of different from other fundraising out there? So that was the key things that we should know. So unicelling propositions, what we can do is that we can have this unicelling proposition from the product or activity that we have. If we're talking about products, usually what we've done is that we break into how we consume the products, for example, how the colorings or is there any ingredients that are special in the product that we use and this like that. For example, we have KitKat, for example. In Indonesia, we have like there's a break and there's a KitKat. So that unicelling propositions came from when we like consume the products. So that was the three tips that might come in handy when we want to think about digital marketing. Thank you. And can you share with us some examples of companies that are using these steps and putting them into practice? So actually, I see a lot of like good campaign that are using this. The first one is I usually like to see within a Facebook studio. So Facebook has this like awarding system. So one of the companies that are having it is actually from Unilever. So Unilever have this program that are run in eight countries. So they have this program brought little big toothbrush and it's actually a video base. So the goal of the the brand is actually perhaps the goal is to make more people to brush their teeth two times a day. The problem is that a lot of like people actually only brush their tooth once a day. And the target market is actually the child because they think the child can make a change. So what they've done is that they do massive research about how kids is actually behaving online and how they can like drive changes. What do they like? So what they figured out is that children likes video. So the question is how to make this video relevant to the child because like little kids doesn't actually goes to Facebook for example. So what they've done is that their research on how video are being consumed and they see that the the parents is actually also making like a big impact in decision making. So what they've done is that they also research on the tools that are available on online. So they come to like a messenger system. So they use Facebook messenger system with a bot system which they can show that okay the parents can choose which time they want their kids to see the videos. And the brand already put like 21 videos with different interactions and see how how how is the length of like children brushing their teeth and how is the movement and this other. They incorporate that into one videos and that videos is being pushed towards via Facebook messengers and in a desired time. So for example if I said my kid brushing time is about like 8 p.m. and also 7 a.m. those videos is going to be on alert on my hand phones on that particular time. So that was the first example of how from the goal and then knowing the target market and knowing the USB of the product will help. The second one is we have an like a study case about applications that actually works by using this three-step as well. The application is called craved. So craved is actually an applications that are connecting between restaurants and also a foodies the one that are searching for foods. So the business goal is actually to increase awareness of the application and also increase download and usage of the applications. And craved learned that and Indonesian people really love to see photos of the foods. So we like to eat we like to browse for a photo to like a food a good food photography. So what they've done is actually they make this series of content or really good content with a really good food photos and they posted via several medium and what they've done is that via these photos they actually learn from the insights so from the metrics they learn about which type of foods that are having the best feedbacks and which type of photos that are having the best feedbacks in terms of generating the awareness the likes and things like that and also generating the downloads. So and other from that that also uses the application's main features so they chooses the features that are most interesting towards the target market and they promote it as well within the social media and by this campaign it actually increases their download by 20 times via the previous one before they use this type of campaign. So that was the example and the last one is one of my favorite. So there's this like cancer like kids for cancer. So what they've done is that this community is actually helping children that are affected by cancer from an underprivileged family. So what they've done is that they usually have this fundraising activities but they wanted to do a different approach of this fundraising activities via an online based campaign. They do a digital marketing campaign so for fundraising what they've done is that they research about their target market so the target market is actually a young family and like 25 until 20 until 30 years old male and female and what they've done is that they they know that young people likes to donate something and young people likes to be online. So they research on who is the right person to tap into if we are talking about the fundraising. So they partnered with one of the Indonesian singer that are huge that have a huge presence within social media. So they they work together with funding and then it's Indonesian singer that have about 1.3 million Instagram followers. So and also they work together with crowdfunding platforms that become the platforms to donate to like the fundraising is going to be there. So what they've done is that they research about the target market. They know that the target market will respond good with this kind of marketing campaign. So Andin will post within the crowdfunding platform about her activities. So the activities are actually having Andin with when she has her birthday in August she said that she wanted a gift for her birthday in the form of donations. So it was like a birthday gift donations that runs in the crowd sourcing platform called Kitabisa and Andin will post several of the posts that will link to the crowdfunding platforms several times within her Instagram. So this campaigns run pretty well because the first aim is to raise 20 million Indonesian Rupiah and she exceeded the the platforms by raising about 50 million Indonesian Rupiah. So that was three I think three good example of how when we know about the goal when we know about the target market and the USP will help you generating good digital marketing campaign. Ananta can you tell us more about the importance of understanding the digital landscape? Okay so understanding digital landscape will help us a lot because knowing which medium and which is the right time for us to like grow the business or grow the marketing campaign will be a good time for us. So for example within the Southeast Asian region right now almost like 50% of the total populations is actually on internet. So this is actually a good time for us to start thinking about like learning about how to do a digital marketing or how to publish something within digital because if you can see the graph about like 53% of the total population is actually on internet and 47% of them are actually active within social media that means like around 90% of them are active within social media. So knowing this it will help us to locate okay if if I want to do a marketing and then social media will be high on the list so that was one of the things. Other from that is that we can see that in terms of like in terms of penetrations perhaps different countries have a different like percentage like for example like Singapore Malaysia, Burma have a higher penetration. What it means is that if the penetration is like above 75% and then what you have to do is that you have to really think digital as your like core marketing campaign but if you're lower than 50% what you can do is that you can actually learn and then equip yourself with like the knowledge and the know-how and then afterwards if the interpopulation is nearing 75% or like within 60% and then your like medium for a marketing should be on primarily on digital media. For example within Indonesia we only have like 50% but 50% from the total population we still see about 120 million 150 million target market so that was a very huge market still and the other one that are interested is about like social media interpretations. So like I said before like 90% of them that are on social need on internet is actually on social media. That means knowing which new media that are huge in your country is important because then you can tap into the larger pool of the market and when we see about those two data interesting part is that Southeast Asia have a higher benchmark than the global benchmark. So both in internet population internet penetration as well as social media penetration the percentage is higher in Southeast Asia and the next one that are also interesting is that about mobile penetrations. So mobile penetrations and so mobile penetrations in Southeast Asia is high as well but I also talk about the social media platforms like Southeast Asians like social media platforms and knowing which media for you is important like for example within Indonesia we have two types of social media that are high within followers. The first one is the the social network and the second one is the the chat messenger. So social media high social media usually evolve on our Facebook, YouTube, Instagram and the high chat usually evolve around WhatsApp line and we still have blackberry messenger but usually we use WhatsApp in line here and in terms of like mobile penetrations it's also a huge thing because mobile penetrations within especially within Southeast Asia is like more than a hundred so all the populations considered have mobile devices so almost all have more than hundred percent mobile connectivity and what we see here is that in the future the the medium and the way we consume digital is primarily via mobile devices and we can also see the percentage between Southeast Asia and also the world. Southeast Asia usually have a bigger percentage in terms of social media usage and where are they when they use social media that was also the thing that you should know about so one of the data from this we are social from Indonesian data is that 50 of them using mobile as for watching something so usually primarily watching via YouTube other than that they usually use this mobile to like connect within social media and then they use it for chat and the last thing that are also high is that Indonesian uses mobile for map using the map for like either ways or like Google map and this at that so that was the thing that you usually have to know so when we talk about digital landscape know about how many are they on the digital world what they're doing and what type of things that they actually like so because that will essentially help you in deciding okay which medium that I should talk what type of content that I should like be having in terms of when I want to create a digital campaign thank you very much before we continue with more questions I would like to read off the results of the question we asked earlier in the program which digital marketing campaigns inspire you and why national geographic trans says apple Wendy says coca-cola May says 555 campaign Anja says affiliate marketing Phoenix says four seasons campaign Lindsay says I like the Nike equality campaign Dan says I spoke a challenge Hafiz says affiliate junction Mio says uber is digital marketing okay let's get to some questions from our viewers now how do you know if you should do paid or unpaid marketing okay paid and unpaid marketing so usually what I do with when I want to have a campaign I usually break down the media using like paid media own media and media so paid media is usually something that what we've done is that something that we paid usually in terms of banner or advertising within digital media own media is actually the media that we manage so for example if a brand or community have a facebook page or instagram or twitter or its own websites it's categorized as an owned media and the the last one is we have uh earned media earned media is actually something that other people are talking about your product or your activities so for example if some influencers are talking about your products and posted in her or his own social media platform that was an earned media so when should we use the paid media one so usually what we've done is that if we have an owned media for example if I have facebook page and it have like about a hundred thousand followers for example I can only tap into that specific pool but if my business objective is actually for awareness and for the second one is for example I want to get more leads so if I have that as a business objective I should have a bigger pool so if I want to tap into like okay I want to tap into 500 thousand more the only way we have we can do that is if we have a paid media as well so a paid marketing is actually going to help us to reach a broader target market and usually what we've done is that we have what we call like a boost so paid media usually used to boost the marketing content that we have and afterwards if we make sure that the content is good usually it have a long tail what we call the long tail so if we make a good campaign material so knowing your target market usually going to help us to make a good content a good content material when we have a paid media for that usually help to create more reach and also more reach and also leads into more earned media so usually that type of like combinations is what we've done so we create our own own media our facebook website and things like that we create the content the good content and then we use paid media to broaden the reach and because the the reach is broadened and the content is good usually other people will post it in their own social media or share it to their friends and things like that and then we can create the earned media part we have a lot of questions from our viewers today so i'm going to ask you to keep your answers very short because we want to get through as many of them as possible another question we've received is how is digital marketing for mobile different than for desktop uh usually it's not that difference the difference usually came with the size only the size because that was the thing that we should see whether the message is clear the image is clear and there's not that so usually it's not that much difference the second part is actually to know the habit of when people using mobile or versus when they're using desktop because usually the timespan on mobile is quite short than on the desktop that was the two things that you guys probably should see about thanks one of our participants from rangoon wants to know how she can get attention for her business in a crowded marketplace okay attention for business in a crowded marketplace usually if you already know the usb that you have you can pick that usb and and use it to become a content that are differentiate from your like other competitors and the other part is that you can actually use a paid media but use a targeted paid media you should know who your target market is because if you know your target market and then your paid media can direct you to that particular market so that will help you in terms of like competitions within the the crowded marketplace okay and dan one of our viewers is asking what are the best ways to measure effectiveness or success for digital marketing campaigns particularly social media okay how to measure so the question will be like what is your essential what is your goal because usually if we talk about like awareness and then the things that you should see is that how many reach that your content are reaching so usually within facebook or like instagram or twitter and just i thought there's the measurement so there's the matrix so you can see the matrix on how many people that are you're reaching so that was the core activities that you have to do so as my previous explanation as well different objectives going to be resulted in different metrics that you should use so awareness going to have reach or if you want to have like actions and then you want to measure the clicks how many clicks that you are having and things like that so you also have to measure like if you want to have an actions and then you have to have like like enough traffic towards your content as well so i think different uh activity is going to have like different objective going to have a different measurement points thank you we have a question from duck who asks nowadays when ideas are being copied easily what can we do to make our digital marketing really stand out and different and be different to others okay so ideas are very easy to copy like for example if i'm taking something i believe you guys also think something about that so uh there are another ways to have an like an edge towards your campaign so knowing your tools is is very important like for example if you use facebook really know like the the tools that facebook offers because by by really knowing the medium that you're going to use and then you can use uh like the bad use it as the best way that you can like for example the the you know the for uh marketing campaign that i've explained earlier it's usually using uh the newest uh like the newest offering from facebook they actually used the chatbot system so chatbot is one of the things that are on the rise right now and they're using it uh to like uh like uh using it for a campaign so they can use it like for do you want a or b or do you want to have uh this promotions to be pushed to you in different time of the day and etc so knowing uh the tools that you're going to make is is is quite uh important and also uh knowing the target market because usually if you make a campaign and the campaign is really dear to the heart of the target market it will help your campaign succeeded uh on the from the other computations and for daos is asking how do you use key performance indicators to monitor and evaluate your campaign okay so key performance indicators uh you should make that on the very first time you you do a planning on the marketing campaign so after you know your objectives uh you should think about what key performance indicator that you want so uh if you talk about key performance indicator and then you have to make a benchmark so you can use a benchmark from the previous campaign that you have or if you know uh within the same market or what are the other competition have been done and how they're achieving on that uh their campaign they can also be uh your benchmark so knowing the objective knowing uh what you want to achieve and having a benchmark is the thing that you have to do when you want to set up uh the KPI for your for your campaign we've received a question from Anja who's asking what if the audience doesn't believe in your campaign how can you convince them to join your campaign okay uh tough questions but if the people doesn't like believe in the campaign the first thing that you have to do is actually you have to do your homework first because before you bring out the communications you actually have to know how the the target market will respond to your campaign i mean like obviously the team have to have like believe on that particular campaign but knowing how to talk to the target market how uh what enters them it's it's really important like for example the the uh kids for cancer activities uh at first they're finding it very hard to get the young people to like donate to them because they don't know how to talk to them but when they meet Andin and they they compose this like uh so there's a celebrity that wanted a gift and a gift not in terms of like prizes but he asked her followers to give a donation so that was like if you make a campaign that are very dear to the heart i think it's it's going to help you uh to convince and to make the audience believe at your cost Dan wants to know how can you determine which parts of your social media content need improvement okay so to answer this i think uh you have to see the insights so within every medium every medium that you use you should see the uh like the insights and the numbers and the statistic behind it so for example if you use facebook if you use instagram for business and if you use twitter usually they provide some sort of uh statistic towards each and each of your content within each of your content then you can learn okay which which content that have a higher reach and then you can have like um like a weekly screening which content that you actually performing so what we've usually done is that we make a content pillars so content pillars means like for example if you we divided the the communications into four content pillars and then each of content pillars we will like measure which of these content pillars is actually performing and out of that performing uh content pillars and then we make additional content out of that and this uh can be done only if you see the the metrics uh that i've mentioned before Gwen asks are we living in an era of digital marketing and what's the big the big thing for people to watch in the digital world okay so uh if the market uh if the internet for penetrations is closing into like 80 percent 90 percent and we are going into that directions uh i can say that yes we are living in a digital uh marketing era because like for example the the people is there so if you want to touch the people if you want to talk to the people we have to talk through the medium that they're using right now so most of them are using smartphones a desktop they're heavily on internet they're connected so we should go uh into there so uh for the near futures uh the content that are still going to be big in south Asia is actually video so video is going to be uh big because the internet infrastructure is going to be better better internet connection means that the video is not lagging anymore and we're going to see also a lot of like improvement on the chat like one-on-one communications so like i said a lot of people right now are like venturing into artificial intelligence and especially on the chat sections so we're going to see a lot of like that uh like improvement in there thank you before we wrap up i want to do another speed round of questions to pick an auntie's brain one last time about digital marketing we have a few questions so please keep your answers short what are some resources you would recommend to people who want to learn more about digital marketing okay the first one is actually go through the medium so for example facebook instagram and twitter have their own like uh like business cases so you can learn a lot from there so there's uh facebook for business instagram for business twitter for business is like that the second one is uh be updated with the publisher so i usually read mashable so online i read mashable uh fast company in this latar so it help you uh the new campaign and the new activities that been done within social media so i usually use that and if you have the time listening to an online book will help as well because like it will help you when you don't have much time you can you can listen to the book and who are your mentors in this field i think i meet a lot of people i i i tend to like so in terms of mentor what you need to do is that talk to as much people as possible you don't need to like aim for one but talk to as much as people uh as you want so that was uh what i've done and what's your best advice for how to become a leader in your field okay if you want to be a leader uh in your field what i've done is that being a leader means you have to learn a lot so i've always learned and i always like uh like amp up my knowledge because by by always learning you can always like uh know the the lightest thing you know how to cope with things you know how to bring out an idea and this latat and also a digital will help you a lot with that because like all of the information are now being digitized and it's it's pretty easy for you to like learn right now thank you very much unfortunately that's all the time we have today to talk about digital marketing please come back next tuesday september 26 at the same time for our next tech tuesday facebook live we will be talking about online advocacy and campaigns with Arif Aziz country director of change.org Indonesia you can stay up to date on tech tuesday and many other programs and events by liking our waicili facebook page you can also connect by visiting the waicili website waicili.state.gov where you can sign up for our email newsletter also be sure to follow us on twitter our handle is waicili i want to thank Anantia Von Bronkhorst of the Girls in Tech Indonesia for joining us today from Jakarta i learned a lot about digital marketing and i hope you did too and i want to give a big thank you to you our audience for participating this year we're celebrating the 40th anniversary of us asian relations and the 50th anniversary of asian we really appreciate everyone and especially the waicili community for joining us in that celebration good night and see you all next week thank you