Old video, and how I still loovee to watch them!

The Break Up (2007)

Where the Hell is Matt? (2008)
http://www.wherethehellismatt.com/

Source : Leo Burnett/Arc worldwide – Human Kind Training

I just found out that Starbucks launched what they called as Starbucks Digital Network last July in US. Starbucks Digital Network will let anyone connects to its WiFi network for free and they also doing  partnership with Yahoo and other sites, which will include local content that customer won’t be able to read anywhere else. Both offerings will be free.

“Starbucks functions as a sort of community center — a “third place” between home and the office“ said Starbucks chairman and president and CEO Howard Schulz. More over Schulz said “Each customer must log in to Wi-Fi and the Starbucks Digital Network with a unique identifier, so Starbucks won’t only know where you are, but who you are, potentially allowing for targeted messaging to offset cost further. Focus groups have been quite receptive to the free Wi-Fi and local content customers will get in return”

As a customer, I would say that’s is really cool.  I imagine similar offering here in Jakarta, of course with local content which relevant to my profile and only can be accessed for free in Starbucks. Oh wow. I will go to Starbucks not just for the coffee and comfy atmosphere and the free WiFi, but also to spend more and more time there accessing things that I like – for FREE.

Once again Starbucks made a smart move. Speaking of Starbucks reminds me of an insightful training from my previous office Leo Burnett. The training called Human Kind Training is basically saying that a brand should have a human purpose, to see the business problem through a more human lens. Simply said, you need to see the human behavior to find the brand purpose.

Source : Leo Burnett/Arc worldwide – Human Kind Training

Starbucks is not just about the coffee. Their brand purpose is not to create the best coffee that everyone will adore.  Their brand believe  is genuinely built based on human needs. So if you wonder why Starbucks even bother to create a very comfortable atmosphere in their coffeehouse, and now with even adding digital network in US case which actually made you come and come again to relax or do your things, below you might find the answer why.

It  is really really interesting to observe human behavior to finally find your brand purpose or hook on the ideas that really contagious. Below videos might be helpful to understand more about human kind approach.

Regardless of what people say, these two instant-celebrity-girls has proven the beauty of social media in giving you the power to show what you got to the world.  Their YouTube video reaching 3 millions views, Keong Racun become the rising search in Google by early August as well as Twitter trending topic. Well, nowadays YOU are the creators. Don’t you think Keong Racun is just the beginning?

The campaign videos can be seen here

Trendwatching is one of my must-read- site. It gives some interesting ideas of consumer trends from around the world. Not all necessary relevant to Indonesia, but enough to give a glance about what’s on out there.

They just released these videos.Pretty interesting.

What makes you happy?

Car vs Phone

Who Cares?

The future of consumerism

I always feel that tickle on my stomach when I get the chance to learn new knowledge in online & digital marketing. And this is one of it.

So my boss was calling from SG and asked me to join the Omniture SiteCatalyst Training. This is the web analytic tool used by a  client of us.  The training was 2 days and it was introduction on how to use & read the SiteCatalyst dashboard.

I arrived on 18th of Aug, checked-in to Park Royal hotel which is only 10 minutes walking distance from the office. I arrived around 4pm, put my stuff and went to the office which is located on the Beach Road  at The Concourse building. Similar to the Jakarta , Wunderman’s office is on the same floor with Y&R  and Landor- but of course with much more bigger space.

Wunderman Regional HQ Office – Singapore

So the 1st day was casual introduction and chat with my boss over the coffee at Starbucks downstairs.  I got back to hotel around 6pm and i went out for dinner after. On the way back home, passed by the office and let myself took picture.

The Coucourse Building – Singapore

On the next day, I met with a colleague in front of the office and went to the training venue. (Group M office). The training was like a workshop class.  We should bring our laptop and need to open the Site Catalyst’s dashboard then follow the presenter’s explanation.

The training class room (Group M office)

It’s pretty interesting. As we know, the beauty of digital marketing is that you can measure the effectiveness. But then, we need to understand what is actually we want to measure and what’s the KPI (key performance indicators). As the marketing spend on digital is rising,  analytics are still the least understood and most poorly used part of a campaign (Digital Media – media.asia Summer 2010)

Web analytics will help you to answer how to performance of you site and how to optimize it. Further more, it is the measurement of the behavior of visitors to a website, in a commerical context, it especially refers to the measurement of which aspect of the website work towards the business objective e.g which landing page encourage people to make a purchase

I won’t go into details what’s the features of SiteCatalyst, the manual book itself has hundreds of pages and 2 days training won’t be sufficient. Simply said, it can measure from traffic metrics (page views, visits, unique visits, path analysis, video, mobile traffic) also conversion metrics (purchase, cart, registrations, report-specific metrics). It can also automatically calculate your ROI (return of investment) if you have defined the cost and what to measure in the dashboard.

But I think, what most importantly needs to be done is below steps of using analytics which still rarely implemented here :

This is also the way to define whether a campaign is success or fail, which one is more efficient and that means knowing what works at what time and investing accordingly.

There’s much more about analytics and reports. Digital is increasingly about data, owning it, interpreting it and leveraging it.  Marketers can be overwhelmed by the sea of data, but it is actually really interesting to get all the insights and so you know deeper about the customer behavior and most importantly, invest smartly.

This early Sept, I was joining Young Spikes Asia 2009. Young Spikes Asia is a competition for young creative people (under 28) to create an in integrated marketing communication which is engaging & able to answer the brief in 48 hours. We don’t compete individually, but in a team which consist of 2 to 4 people.

In national scale, the committee is Femina Group.  The winner of Young Spike Asia Indonesia will go to Singapore to compete with other finalists to become the ultimate winner. So the brief for the national competition was like this :

Client : YL GN-OTA
Campaign obejctive : To show to people that by participating in GN-OTA they can make a difference to the future; be it the children’s future, nation’s future, or their own future.
Desired response : I realize now that how small my contribution is, it will have a big impact to the future of the nation.
Tone & Manner : positive approach,heart warming
Do & Dont’s : Low budget campaign, do not exploit poverty, associate with zakat,crime and political issues

By the time I received the brief (yep – i received the brief alone) I didn’t have team yet. My office mate mostly above 28 and the office workload is also crazy at that time. Until finally, I teamed up with cross agencies guys  (arc worldwide & a freelancer).

The short time to answer the brief made us awake the whole night. By almost midnight, I came up with the thinking that Indonesian need a movement to encourage them to donate and so we finalize that the idea.  So here it is:

Insights : Over the years Indonesians have seen too much poverty, protests, crime, violence and recently bombing which hit us again for several times. We’ve seen our nations facing multidimensional issues and problems thus creating discourage feeling among Indonesians. We start to doubt for better change, questioning the future of our nations and at the end wondering “does any of my acts can make any difference in these complicated situation?

Solution : Indonesians need resurrection. A strong collective movement! A momentum!

The core Idea : Ambil Peranmu! (Take Your Part!) It’s a collective movement where Indonesians are encouraged to donate & become foster parents. Total donation should reach 1 billion in 1 month to help 5,000 children for 1 year education. An interactive billboard showing real updates of donation collected will be placed in strategic spots.

Key communication channel : Interactive billboard – supported by digital, on ground activation, offline viral tools, PR, radio & CRM.

and few minutes before the deadline, thankfully we were able to handed over our proposal to the committee!

THE GOOD NEWS!

Saturday noon, committee called and informed that we were one of the total 7 finalists! We will present our proposal in front of the judges! Saturday night, we hang out at Mcdie discussing presentation flow & divided the job task. Sunday night, we awake the whole night and day, practicing the presentation flow :

Myself : opening, objective, market insights, the idea, communication phases, offline viral tools, PR, digital & 121 communications.
Rangga : will focus on the ground activation & radio, pin distribution
Damas : interactive billboard – he’s the ice-breaker part  & will present in elementary school uniform

BIG DAY IS COMING!
Sleepy but excited, we got number 6 to present.  Turned out we were the team who brought the most equipment (we brought mock-up of interactive billboard, which is quite huge). We also made the T-shirt. It was so fun! The presentation went well, and I know we did our best. Below our faces right after the presentation :

AND THE BAD NEWS!

Yes, we didn’t win. The winning team was from Ogilvy. I wish them luck and hope they can championed the regional competition. However, it was so fun!  and none can buy the experience and learning!