“Zaman Now”-nya Go-Jek Kayak Gini…

Marketing “Zaman Now”? Go-Jek kembali ke konvensional. 
Di simpul kemacetan dekat jalan layang non – tol Tebet, Go-Jek memasang papan iklan baru.

Bukan foto model atau grafis mentereng, melainkan teks kecil – kecil, isinya cerita dua paragraf.

“Hanya yang kena macet yang bisa baca tuntas”, kata Pietr Jakubowski, Chief Marketing Officer Go-Jek. 

Di akhir teks ada pesan moral dan pesan marketing yang sangat kuat:
“Dari tadi belum nyampe perempatan Kuningan? Go-Jek-in aja! 

*Foto: Pietr Jakubowski di Linkedin


New Opportunity for Ads: Facebook Quiz

I played 2 quizzes on Facebook on 10 minutes. I don’t always do quiz on Facebook but I found it interesting when I saw my friend shared a quiz about geography. “Do You know where is Transylvania?” the post said. I was quite curious, I clicked the link and answered 30 questions that challenged me on my knowledge about geography. It was fun, at my second attempt, I answered 29 of 30 questions correctly, LOL. During the quiz, There was some advertisement on that page including “Visit Scotland” square banner ads.

After that, I allocate my ‘leisure time’ to play another quiz that I also found at My Facebook timeline. Its tagline was quite persuasive: “How smart is Britain citizen”. It was a simple quiz where asked how many red circle are there inside the biggest circle. An explanation above the circle says “How smart are you? Try to count all the circles! Over 95% of the British can’t get it right! To pass the quiz you should enter the correct answer”.

My answer was 11 circles. Correct. I’ve got an offer, which is a shopping voucher from Tesco.

FB Quiz

After I clicked ‘Continue’ the page asked me to submit my phone number.

I stopped -____-.

I assume it could be either a scam or the Tesco Ads.
There’s a brief explanation on the page:
‘ Subscribe today to this PrizeHook.com competition which is drawn weekly at midday every Friday for £4.50 per week.’

If this quiz is a real advertising, then it could be a good news for advertisers but very bad news for media firms. Why?

  • Advertisers could find an innovative forms in terms of ads placement on social media. Quiz might attracts more clicks than a boring news. In addition, it could increase the page view of the page, which could attract more ads.
  • On the other hand, news’ audience (on traditional platform and digital platform) would be more fragmented. The rule is: audience has a right to choose what content they want to ‘consume’. The more they attract to games, the less they ‘consume’ others type of content INCLUDING contents from media firms.

It is now recognized that, for example, console games and online games involving virtual worlds are as much a part of the business and its future as production and broadcast of television and film content.

Doyle, G. (2011) ‘From television to multi-platform less from more or more for less?’, Convergence: The International Journal of Research into New Media Technologies, 16(4), pp. 1–19.

Silento: New Forms of Gangnam Style

First time I heard the name of Silento was when I watched the video of 11 years old girl dancing with his father on Ellen Show. I saw the video on YouTube, which at this time, has been viewed by more than 13 million times.

The girl, named Austynn Samarco created the video of her dancing like Silento where in the middle of the video, her father appeared and join him dance like a pro, LOL. The original video of Austynn has been viewed more than 10 million times on YouTube.

Now, who is Silento?
Based on Wikipedia, Silento is a young rapper from America. Just like Justin Bieber, he started his career from YouTube. Born in January 1998 (my God, he is really young), Silento makes his debut at June 26, 2015. His song was on number 3 at Billboard 100 for 6 consecutive weeks. At this time, Watch me (Whip/Nae Nae) watched 700 million times on Vevo Channel at YouTube!.

Watch me (Whip / Nae Nae) is a dance that looks better when performed as a ‘flashmob’. Have a look on a kind of flashmob by Silento and some staffs on a Los Angeles Radio Station. Silento even post a tutorial for Watch me (Whip / Nae Nae) dance.

djbooth.net has an article says:
“2015 was the year of the whip. Silento’s anthem racked up more than half-a-billion views on YouTube, but the song’s popularity was primarily driven by a dance that would find everyone from toddlers to Ellen doing their own versions. Like the “Harlem Shake” before it, it was the internet’s “everyone gets a participation trophy” phenomenon operating at its most monstrous.”

In 2014 there was also Korean singer, Psy who release a viral Gangnam style.  His popularity worth $8 billion dollar. Psy broke the myth that only US singer could get that amount of popularity.

This phenomenon is absolutely a good news for those who are creative or trying to reap a fortune by applying viral marketing strategies. On the other hand, this is not quite a good news for the media industry. During my course on Media Management, it has been repeated so many times during the lecture, that the uncertainty in the era of convergence, makes it hard for the media to track the audience behaviour. Why is it important? in order to formulate a content, media manager have to know what kind of programme demanded by audiences. Why? So the crowd would magnetising advertiser. Thus, media could make money of it.

Apparently, there are so many options available for audience. YouTube, Facebook video, and so on. Does audience still allocate their time for watching ‘traditional’ TV?
Statistics says no. Screen Shot 2016-03-01 at 09.51.16




Do We Watch More Violent?

‘Do we watch more violent?’

This question went up in my seminar class today. Prof. Raymond Boyle, the seminar instructor, asked this question in regards to how the audience shifted their behaviour on watching traditional TV. In the UK context, says Professor Boyle, television depicted less violence than 20 or 30 years ago. Partly because the role of public service broadcaster such as BBC and Channel 4 that applying high standard of broadcasting, including broadcasting content with less violence or gore scene.

‘How about in your country?’, asked Prof. Boyle to seminar participants.

I answered his question by explaining that in Indonesia, pornographic content is got more public awareness than violent content. For example, recently, ministry of communication plans to ban social media site Tumblr because it contains ‘harmful’ blog contents including pornographic content.

(see: http://www.bbc.co.uk/news/world-asia-35601129?SThisFB)

Other seminar participant answered the question. She is from China. In China, there’s no such ‘unhealthy’ content broadcast on television. ‘The government has a strict censorship. So if you want to watch un-cut content, just go online’, she explains.

At certain extent, media regulation in Indonesia will be replicated Chinese. Indonesian government has been obliging Internet Service Provider to filter pornographic contents. Thus, the citizen cannot access Vimeo and some websites, which provide imported and uncensored film content. Even Netflix, cannot running their business in Indonesia. I wonder when the government will ban YouTube as well.

Back to violent content. On January the 29th, Head of Channels on STV Bobby Hain, spoke to us on Media Management guest lecture session at University of Glasgow. In the middle of his presentation about history and regulation of media industry, Mr. Bobby show us a piece of film scene. It is taken from an opening scene of drama. Two men were seriously fighting near the railway until suddenly one of them pushed away to railway and hit by a train. There was literally not much of blood. But surprisingly, this scene was  banned from censorship.

I remembered the whole class were chuckled, cannot hardly believe this ‘light violence’ scene was banned from broadcast. ‘well, this explains the high standard of TV censorship in this country’, I thought at that time.

In Indonesia, as a personal, I though there’s so many rude scene in TV program especially on soap drama (Indonesian term is Sinetron). Sinetron is always grant a huge ratings made TV stations competing on the race of Nielsen’s ratings and share by acquiring some titles regularly and broadcast them on prime time. Unfortunately, Sinetron content is relatively not safe for children.

There is an actual evidence on how violent content is harmful, especially for children. On April 2015, a primary school student in Pekanbaru, Indonesia, died after being beaten by his classmates. His classmates, replicated the fighting scene on 7 Manusia Harimau, one of the Sinetron titles broadcasting on prime time.

Indonesian watchdog for television content Remotivi has been receiving complaints from audience related to violent content, particularly in Sinetron. On Januari 2016, Rapotivi (part of Remotivi) received 18 complaints of violent content, which 75% is from Sinetron. In 2015, Rapotivi passed on 27 complaints to Komisi Penyiaran Indonesia (Indonesian Broadcasting Commision). 17 of 27 complaints were regard to violent scene on Sinetron.

It is still needed further research, but I personally the small number of complaints on violence content could represent that violent content is not really put on serious concern among Indonesian. It could also be the sign that perhaps audiences are aware, but not yet rise up their complaint to the specific body such as Remotivi. Because apparently, ‘A recent Roy Morgan poll shows that television is the most popular medium for Indonesian audiences with 99 per cent having watched ‘any television station in the past 7 days’.