EventsTechnologyInsights, Strategies and Markets: WGS Reports from #INTERNETSHOWINDO (Day #1)

Ikin WirawanDecember 5, 2012


10:15am

Opening speech from Mastel about Indonesia’s growing Internet structure. The challenge is, most people in Indonesia still uses the Internet mostly for entertainment, therefore, not very productive.

The mainline: educate more young people and students to be more productive in the information technology area, and encourage organizations and government to give their full support to the area.

11:00 am

Nick Gibbons from Facebook Asia Pacific presents the history of Facebook and the use of it for business.With his semi-casual appearance, he talked about Facebook’s vision to make same human behavior in new technology, and how Facebook is making business personal and allow service to be more personalized.

He used a hotel room analogy to explain businesses in facebook; when you enter a hotel room, everything is your favorite. TV shows, music, temperature, food and drinks, magazines etc, are in your room, without you asking for it.

Nick also stated that billboards are interruptive ads method that will no longer works in the near future because there will be too much information for your memory.

In the interactive session, Nick Gibbons presents general marketing strategies such as “How do you measue success on Facebook campaign?” and “How to prevent Facebook criminal?”, also remind the audience that Facebook is open to opportunities like building a payment platform/app on Facebook page for 3rd party.

11:25

Next up are Indonesia’s digital leader panel, featuring Daniel Tumiwa (idEA), Jullian Gafar (berniaga{dot}com), William Tanujaya (tokopedia{dot}com), Edward Kim (dealgoing{dot}com) and Edi Taslim (gramedia{dot}com).

Edward Kim emphasized on “the content you sell” in his talk about daily deal in Indonesia. Edi Taslim stated that e-commerce is now not a compatriot of offline businesses, it is a whole new-serious business. (e-commerce) Grows significantly, bigger than conventional one, though it will not be easy considering the difference in strategies used and applied for both online and offline business.

The panel also reminded the audience about the importance of logistic for online commerce, and to be aware of the Indonesian e-commerce uniqueness; that b2c market might have bigger outcome than b2b.

12:05

Keynote: Apps Business Case from Ewan Gray of Skyscanner Asia Pacific. Gray affirmed the purpose of apps are branding, customer retention, loyalty and growing sales, and Gray also confirmed that there are difference in user behavior on app. Subjectively, Gray prefers native app because it is faster and have a different feel on the user experience.

The talk also strike a chord on the audience to never replicate the web for your app. Business owner should pick the right strategy (e.g. native or HTML5), because by making a strategy, you are forced to get to know your app’s end-user.

Gray also reveals his version of app user categorization: bored, urgent, repetitive, consume something. Repetitive user typically subscribed to the news, mail and twitter; bored user will seek an active app to accompany them commuting and/or waiting; consumptive user will use the app to purchase something; urgent user will search for functionality of an app, like route/map.

Once an app is done, it will need continuous support, upgrade and promotion. Don’t develop and stop, don’t leave them be.

In monetizing an app, Gray informed the audience that in the US and Europe they receive more conversion from app now, compared to the web, and predicts that Indonesia will arrive to the condition soon.

Meet the WGS team on #InternetShowIndo site

1.27

Mrs Veronique Meffert, Group Head of Digital, Great Eastern Holdings shared an interesting case study about an insurance company that switched all of their offline marketing budget to online, and it worked.

The most important thing is, the online customer are well informed; they can search information on their own, which eventually leads to loyalty, the new pattern of social technology demography.

To keep their customer loyal, Great Eastern Holdings create an app to be used as health and wellness tool. People can use the app to compare health with other people in their age, updated health tips, motivational tool to break bad habits, also workshop and event information.

GHE partnered with several other companies to make exclusive membership. They also promote themselves via Facebook, YouTube and Pinterest, to set them apart from the competition by creating an unconventional (not the typical boring insurance company) image.

In Indonesia, the challenge was to promote via the popular channel like Twitter and BlackBerry Messenger. In the process, they come to the fact that 99% Indonesian GHE segment are using multiple email address.

1.57

Arshad Rahman from Innity presents new trends in web placements. He stated that ad network provides more ROI, especially with the new method; adding interactive microsite on ads, and cost is calculated per engagement (non-clicker are charge-free). The engagement itself can be found in many forms, like video, slideshow, game etc.

3.28

Kenneth Lim from Singapore Tourism Board shared insights on digital content in driving growth in Indonesia. A few of them are:
1. Indonesia market who come to Singapore are repeat visitors
2. They are familiar with Singapore surroundings
3. They are aware of what happening today
4. They love to share

Strategies are built from those insights, to make it effective. For example, “Only in Singapore” campaign put the highlight on unique events and the first to do <something> in Asia. It emphasized on the lifestyle offering like shopping event, dining, and music shows.

3.40

Aria Rajasa from gantibaju(dot)com presents the topic of “leveraging user generated content to drive online activity”. He shared the hardest part of crowdsourcing, which he put into two general categories:
– The large amount of bad content
– The hardship of managing a large number of people in one big place
To overcome the two obstacle, Aria uses natural selection to eliminate bad content by competition, and impose dedicated people to manage the community.

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