Marketeers September 2015

www.marketeers.com www.marketeers.com/radio

SEPT 2015

Maestro: P. 83

The Key of Being Relevant: How to create communication that works.

Pesona Indonesia:

Prima: P. 93

Bukan Keamanan, Tapi Kesejahteraan: Untuk mengatasi perbatasan negara, kesejahteraan rakyat jadi prioritas.

THE

P. 103

Membentangkan Layar Wisata Kapal Pesiar:Â Pemerintah menaruh perhatian khusus pada wisata kapal pesiar dan yacht.

CONTENT MARKETING IS H2H MARKETING COMMUNICATIONS

By Hermawan Kartajaya

THE A - Z OF CONTENT MARKETING

Astra Motor, Coca-Cola, Dove, Line Indonesia, Zalora.co.id and 25 other cases

of

CONTENT MARKETING Philip Kotler Live in Jakarta!

9 October 2015

aseanmarketingsummit.com

Indonesia Rp.50.000,-

SEPTEMBER 2015

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Content Marketing for Modern Marketeers Oleh Iwan Setiawan

Content is the New Ad, #Hashtag is the New Tag­line Di zaman di mana customer tidak lagi mudah percaya rayuan iklan, para pemasar harus berpikir keras untuk mengirimkan pesan dari merek me­ reka. Bagi customer, materi iklan tradisional terkait fitur produk dan layanan tidak lagi menarik.

Sekarang waktunya pemasar menggunakan content marketing.

Content marketing adalah seni menciptakan dan menyebarkan konten yang relevan dan otentik terkait merek, yang pada umumnya secara digital, dengan harapan bisa menarik perhatian dan mendekatkan diri kepada customer. Pada dasarnya ada dua bagian besar: content ideation and creation serta content distribution and amplification.

Pertama, pemasar perlu memikirkan tema dan format dari konten. Inilah tahap content ideation and creation. Konten sebaiknya orisinil dan otentik milik merek tersebut dan bukan ‘copy paste’ dari sumber lain. Konten tidak hanya harus merefleksikan karakter merek, tetapi juga harus relevan de­ngan kebutuhan customer. Konten inilah yang nantinya menjadi bentuk baru iklan bagi merek tersebut.

Temanya bervariasi. Pemasar bisa memilih tema yang langsung berkaitan dengan merek. Misalnya, agen perjalanan menciptakan konten bertema jalan-jalan seperti Ezytravel yang menciptakan website ‘Jalan Sana Sini’. Demikian juga dengan Semen Holcim yang menciptakan ‘Solusi Rumah’.

Atau, dealer motor yang memilih tema safety riding seperti Astra Motor yang menciptakan kampanye #RideWithHeart dan video YouTube ‘Cerdas Melanggar’. Kampanye #RideWithHeart menggantikan peran tagline dalam iklan tradisional.

Pemasar juga bisa memilih tema yang tidak berkaitan langsung. Misalnya, produsen suplemen kesehatan seperti Cerebos yang menciptakan kon­ten dunia kerja melalui website ‘Dunia Profesional’. Contoh lain adalah Telkomsel yang mem-

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different. In the past, we were targeting large enterprise. But now the spectrum has been expanding to reach SMEs. What about public sector?

Generally, since we have such complicated bureaucracy, sometimes the stakeholders are reluctant in making decisions. This is what makes public sector or public service a bit difficult to reach.

But actually the demand is there, for example, the one-roof service. This would be efficient if we have technology. This is the thing that government should pay attention to.

IBM have seen SME as the new market. What kind of service can IBM offer?

Recently, our cloud service has become highly affordable. SME players nowadays do not have to buy a server. For example, a merchant owner in Tanah Abang is thinking about doing some expansion through online orders. They don’t have to buy the computer. They can just go online, connect to our server, and pay the account every month. So for a relatively new company, it does not have to think about capital expenditure on technology. We can also make the system based on their capacity.

If your business is booming and you want bigger capacity, you can always upgrade. This is flexible and saves you so much of cost and time.

Aside of the product we offer, we also have training programs for SME players. We also created UKM Toolkit, a toolkit for SME consisting of tutorials on how to make business proposals, presentations, and many useful templates they can utilize. We also provide some trainings in many areas outside Jakarta, and also to college students.

We mostly give leadership trainings and share the toolkit.

How do you see the competition?

Well, IBM is not the only company offering cloud computing. And there are others that offer big data. But IBM is the only one who has both.

That is our differentiation. We are doing this end to end. Also in our server, you can rent a space as if it is yours. This will make your system more private and give better guarantee in security. In IBM, we give the operating system to the owner.

On the other side, we have cognitive computing.

This is mostly used in healthcare and some banking services. This is ‘the learning computer’. For example, there are some cancer hospitals that gather research, cases, and journals about cancer from all around the world, so when a similar case occurs, the doctor can analyze it more accurately. The machine is learning along the way. The more research and cases are inserted, the sharper analysis a doctor can make.

For IBM, what has been biggest obstacle in Indonesia over the last 15 years?

Fifteen years ago, the mindset. It used to take too long to adopt a new technology. Since they could achieve success without IT, they seemed to be reluctant about jumping into this new realm. But the next generation has been widely open-minded on the ability of technology in innovating business.

The second one is the skill in the market. Overall, we must inject our company with skills from other countries, especially on the newest technology. We have to transfer the knowledge because IT graduates in this country are not so adequate to fulfill what the market demands.

The last one is awareness and openness to new ideas. In other countries, technology is a part of differentiation. We have to raise that awareness, especially among those who are still running traditional businesses. We should also realize that our market is not limited by border. The market is huge, and since everything now is accessible one thumb away, business players in Indonesia should acknowledge and utilize this opportunity.

You are achieving great success at a relatively young age. What are the significant achievements that have led you here?

To be certain, there have been many roles handed over to me as a challenge. Every time I find a new assignment or job, it is not only about doing it wholeheartedly, but also about extending it over the

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Our CMO of the Month’s CV extra mile. It is only with that mindset we would be able to improve, and not merely continue with what anyone before you has done.

For example, I once handled a channel of reseller. The question was not only whether we could achieve the targets or not, but also creating a system to make the transaction easier and more comfortable. This is really simple thinking, but this can increase efficiency and solve problems. So it’s not only about target, but also about sustainability.

Gunawan Susanto

Which part of your character do you credit to bring you to this position?

I personally feel like I have always wanted to learn new things. Every time I am offered a new challenge, I always take it. So even though I may feel reluctant, I will always do it. This is about curiosity and persistency. Curiosity to always learn new things and persistency to get things done.

Thank God I still have a lot of desire to learn more and more to improve my capability.

Who is your role model?

I learn from everyone that I interact with. Because everyone has their own background, strength and weakness. And they don’t have to be a legend to be a role model. Like Steve Jobs, okay he is great. But interacting with your peers or coworkers, you realize they can be your role models too. For example in terms of teamwork, you may see some people who are really persistent, or being positive, being good stress handlers. So we should be able to learn from everyone.

What is your vision for IBM for the next five years?

Taking IBM to the next level. I want to bring IBM to become a transformation catalyst for local enterprise. For example, in China, IBM helped transform a very traditional Chinese family into a highly professional company going global. That is what IBM has done in China. The challenge is how we can fulfil this challenge in Indonesia. This is when IBM can be sustainable.

Secondly, IBM is well known as a company that has created great leaders. It sounds like it only occurred in the past. But I want to bring it back. I hope IBM can build a new generation of leaders. We are bringing global IBM to Indonesia. So the people involved would have that mindset.

Last but not the least, it is about how we make contribution in this country to innovate. SME is one of the main drivers. We want to create an ecosystem of SMEs that can compete with other countries.

IBM should play a more active role in Indonesia.

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“RECENTLY, OUR CLOUD SERVICE IS HIGHLY AFFORDABLE. SME PLAYERS NOWADAYS DO NOT HAVE TO BUY A SERVER. SO FOR A RELATIVELY NEW COMPANY, IT DOES NOT HAVE TO THINK ABOUT CAPITAL EXPENDITURE FOR TECHNOLOGY”

PROFESSIONAL EXPERIENCES • System i ASEAN Product Manager IBM Indonesia (January 2007 – December 2007) • Systems Sales Manager IBM Indonesia (January 2008 – June 2010) • Country Manager Business Partner Organization IBM Indonesia, (July 2010 – September 2012) • Country Manager Systems & Technology Group IBM Indonesia, (October 2012 – March 2014) • President Director IBM Indonesia, (April 2014 – Present)

EDUCATIONAL BACKGROUND • Universitas Indonesia (UI) Bachelor, Mechanical Engineering, 1996 – 2000

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