Not since Sumardi Ma, he of the coffin notoriety, has a group of humans shown such er…creativity?
Unspun had many years ago spent some weeks in the Northern Territory and found a land of great beauty and desolation. Since then it seems that nothing has changed. The Northern Territory remains beautiful and desolate, so desolate that few people have even heard of it, let alone visited it.
So how do you market a place like that? Well, the creatives working for Tourism Northern Territory have wrestled with the problem, injected some earthy Australian humor and come up with this totally original slogan/logo.
Creative or just crass? You decide, but you can’t deny that it grabs you by the sensitive parts.
To read more about whether this strategy works, read here
My latest posting at the Maverick blog on Telkom’s decision to block Netflix.
The block and tackle surrounding Netflix
Netflix’s entry into Indonesia caused a bit of excitement because it offered the consumer more choice. But shortly after its entry into this market it came across a seemingly huge obstacle. State telco PT Telkomunikasi Indonesia announced on January 27 that it was blocking access to Netflix from its platforms IndiHome, Wifi.id. The Great Blockade was ostensibly carried out, said Telkomsel on the headline of its press release, “to protect customers.”
What is it that Indonesian customers need to be protected from? Telkom, again through its press release, listed violence and pornographic content as well as to prevent it from business operations that are “against the public interest, morals or disorder.” Horror! Violence and pornography? Have the decision makers at Telkom watched Indonesian TV or other internet sites recently?
Somewhere along the line Telkom also said that it was upholding the law with the blockade and protecting the “sovereignty of Indonesia from foreign players.”
Very strange reasoning here but while one may be a bit down with a possible rise of moral policing, degradation of the powers of reasoning, and jingoism at any opportunity, we here in Indonesia should also rejoice by the fact that there is competition as well [Read More].
The real question that needs to be asked is: “Are Buzzers worth hiring at all?”
All but the most naive of Indonesia’s Twittersphere have come to realise that these Buzzers are all hired guns and will tweet on any product – politicians, soap, aphrodisiacs, milk, slimming powders, you name it – for the right price.
Knowing this they don’t believe them or are not influenced by their endorsers. So why pay for buzzers at all?
The reason why so many politicians and brand managers still do is that they are lazy and have no clue how to connect with today’s savvy, hyperlinked and skeptical audiences.
They can’t get their act together to figure who their actual audience is, what makes them tick and how generate their own content that is relevant and engaging.
So they take the easy way out and hire Buzzers. The question that arises here is why aren’t the CEOs wise to this and put a stop to this futile practice?
Media monitor gives Twitter advice to political parties | The Jakarta Post.
Political parties and politicians need to consider more than just how many followers as Twitter user has when looking at hiring “buzzers” for the 2014 general election, a media monitoring company says.
“The number of followers alone does not guarantee the success of engagement created via the buzzer. There are other factors to analyze and measure,” Awesometrics business analyst Hari Ambari said in an official release on Wednesday.
Awesometrics gave a number of examples, such as actor Ringgo Agus Rahman who charged Rp 5 million per message on Twitter to promote a campaign to his 1.7 million followers, while professional corporate worker Henry Manampiring could charge between Rp 5 million and Rp 15 million to “buzz” his 70,000-plus followers.
The comparison clearly showed that users with larger amounts of followers did not always receive higher prices for a “buzz”.
Hari said political parties and politicians who wished to use buzzers had to consider four other factors: the Twitter user’s potential reach, reputation, usual topics and engagement with their followers.
This is a post I wrote in Maverick’s blog about us winning the Agency of the Year award for the third year running.
Satisfied is a word that comes to mind. But also paranoid because I’d sure like to see us retain that title for the next few years coming, as well as winning other awards. There’s just no pleasing some people.
On being MIX’s Agency of the Year – for the 3rd year running
We are delighted to read the October edition of marketing communications MIX, in which Maverick was named Agency of the Year 2013 – for the third year running.
Journalists were polled by the magazine and asked which PR firm they thought had the best media relations. They apparently voted for Maverick for the third year running, so although we think that PR is much, much more than just media relations and that we are more of a consultancy rather than an agency, we are still pleased by the verdict.
This recognition is important to us because it means that one of our most important “customers” thinks highly of us (the other is the client, who usually vote with their check books and we’ve been fortunate in that area as well). To have journalists giving us the thumbs up on how PR people should deal with them is a rare endorsement as journalists are one hard crowd to please.
As a partner in Maverick I was interviewed by the magazine as a prelude to their announcement of the award. I was asked how Maverick could consistently be at the top of the media relations game for three years running and I told them that there was no big secret to media relations. All we had to do is adopt a customer service mentality when it comes to dealing with journalists. We need to understand what they want, when they want it and how best to give it to them.
Journalists don’t want spin and they despise PR people who go to them with a begging bowl instead of a strong, newsworthy story . And they usually want the information now, or as early as possible before their deadline. So what all the Mavericks are trained to do is to work with our clients so that they have a great story to tell instead of the usual corporate pabulum that their executives are so fond of. We also, using all our skills as consultants, remind, cajole and sometimes push our clients to meet the deadlines.
The tricky part is to have a team of colleagues that understand this and work relentless to super-please the journalist-customer. In this we are very fortunate to work with a great team of consultants who are probably the best customer service professionals on top of their communications and specialised skills. So a shoutout to the Mavbros and Mavchicks, as they like to call themselves, in the Corporate and Marketing Communications practices as well as the specialists in Digital, Research and Monitoring, Design, Community Engagement, Training and, of course, Media Relations.
And a big thank you journalist friends for voting us Agency of the Year once again. We’ll continue to try our best in serving you together with our clients.
Many thanks to all those clients, partners, alumni and friends who took time to get to Jl. Kyai Maja last Thursday for #Mavoyage, Maverick’s office party to mark the official opening of Maverick’s new office.
We like our new office and we were glad to hear that our guests think it cool as well – from the 12 meter vertical wall to the glass pool/skylight and open workspaces with “quiet rooms” for deep work.
Those of you who did not make it, or gave up because some silly bus had broken down in the middle of the road in Mayestik, causing a massive traffic jam, don’t despair. You also get to see the new Maverick digs in this video that the staff, with the help of some videographers, put together. It begins with us packing at our old office and graduates to us moving into the new office.
The extra space of the new office, with five meeting rooms and a common eating area on the ground floor also allows us to do things we have not been able to do before and you can expect Maverick to offer more trainings and workshops as well as to “donate” the space to communities for their get togethers. We’ll also be forming a Communicators Club for in-house communications professionals to network, share knowledge and learn new things. Watch this space of check in at maverick.co.id for announcements on the Communicators Club.
We know that communities and NGOs are always desperately looking for space that don’t cost them a bomb to rent. In the weeks to come Maverick will make our meeting rooms available to communities either for free or for a token sum for utilities. That way we can be where we’ve always wanted to be more – part of the Jakarta community of communities. (Those interested in securing a meeting room or two can email to our community curator Nia Sadjarwo at firstname.lastname@example.org).
In the meantime, here’s the video of what our office looks like:
So here we have it, the widespread use of buzzers in Indonesia to push the products or brands of companies.
The questions marketers need to ask before they embark on their next foray with buzzers are these:
- What competitive advantage is there for their brand when their competitors are all also doing the same – paying buzzers to endorse or “create buzz” around a product or event?
- Is there any credibility in it at all given that everyone using social media knows that buzzers are guns for hire and are a promiscuous lot? If there isn’t, what’s the point of using the buzzers?
- Are brands squandering their resources by using buzzers, since it is transplanting the old world practice of using Key Opinion Leaders to influence others? That idea is grounded in Edward Bernays’s theory of Influencing the Influencers that is at least 85 years old. A lot has happened since then, specifically the social media that renders most things transparent and demands authenticity and relevance from brands
- Shouldn’t brands focus more on how they can use social media to create a great customer experience for their audiences instead?
In Indonesia, buzzers not heard but tweet for money – RTRS
By Andjarsari Paramaditha
JAKARTA, Aug 23 (Reuters) – In Indonesia’s capital Jakarta, a buzzer is not an alarm or a bell, but someone with a Twitter account and more than 2,000 followers who is paid to tweet.
Jakarta is the world’s tweet capital and advertisers eager to reach the under-30 crowd are paying popular Twitter users to spread their word through social media, starting at about $21 per tweet.
While celebrity endorsements via Twitter are common worldwide, Indonesia is unusual because advertisers are paying the Average Joes too.
These Twitter “buzzers” send short messages promoting brands or products to their followers, usually during rush hour, 7 to 10 a.m. and 4 to 8 p.m., when Jakarta’s notorious traffic jams create a captive audience with time to scan their mobile phones.
Jakarta has more Twitter users than any other city In the world, according to Semiocast, a social media market researcher, and Indonesia is home to the world’s fourth-largest population, with half the people under 30. All ingredients for a social media marketer’s dream.
“Indonesians love to chat. We love to share. We are community driven as a culture. For us it’s very easy to adopt social media because it is a channel through which we can express our opinions,” said Nanda Ivens, chief operating officer at XM Gravity Indonesia, a digital marketing unit of London-listed advertising giant WPP Group WPP.L.
For advertisers, using Twitter buzzers is a way to personalise the pitch, connecting someone who may have a special interest in a product with like-minded potential customers. A local photography buff, for example, would be a good target for a camera company.
An effective social media campaign will generate real conversations and genuine endorsements, said Thomas Crampton, Hong Kong-based social media director at advertising firm Ogilvy. But one issue with paid buzzers is that they may be seen as endorsing something only for the money.
“It’s not going to be transparent to the people reading the Twitter feed whether they’re being paid, and that’s not very honest,” said Crampton.
“The followers will see that this guy is for sale. It’s really like talking to a friend. If your friend is being paid to tell you something then a) you wouldn’t consider that person your friend and b) you’re not going to believe them.”
PT Nestle Indonesia, a unit of global food company Nestle SA NESN.VX, counts teenage pop singer Raisa (@raisa6690) and heartthrob actor Nicholas Saputra (@nicsap) among its brand ambassadors. They recently tweeted their experiences at a large Sumatra coffee plantation in a campaign supported by hired buzzers who were retweeting the celebrities’ comments and other sponsored messages from the company.
The challenge is measuring success.
“We do have quantitative measurement, which is the number of followers, the number of likes and the number of clicks,” said Patrick Stillhart, head of the coffee business at PT Nestle Indonesia. “But how do we relate that to brands and sales? There’s left a question mark.”
Stillhart said the company uses social media for more than a dozen brands and about 15 percent of its advertising spending goes to digital media. Apart from Nestle, competitor Unilever Indonesia UNVR.JK also followed similar path for their products.
Sometimes things go wrong.
Prabowo (@bowdat), 33, who quit his day job two years ago to scout for buzzers, recalled one cautionary tale about tweets meant to promote an Android product 005930.KS that were sent through a rival BlackBerry BB.TO or iPhone AAPL.O device. Followers could see the gaffe because tweets often include an automatic tag indicating how the message was posted.
Stand-up comedian Ernest Prakasa (@ernestprakasa) fell afoul of the “twitterverse” last year while promoting the Mini Cooper, a popular car made by BMW Group BMWG.DE
“There was a viral video. The idea was, I had to pretend to be locked in a container for several hours and then I escaped with the car. I was asked to act as if I was captured,” said the 30-year-old, who charges advertisers 7 million rupiah ($670) for 10 tweets.
Some of his friends didn’t realise it was an act, and began retweeting he had been kidnapped. They were furious when told it was an advertising gimmick.
“I was cursed at, accused of only trying to create a sensation. I had around 15,000 followers so I didn’t think it could become big. But I also learned that whenever this sort of fiasco happens, stay silent. It won’t last more than two days. Something new will come along and people will forget anyway.” ($1 = 10,490 Indonesian rupiah)
(Additional reporting by Jeremy Wagstaff, Editing by Jonathan Thatcher and Raju Gopalakhrisnan) ((email@example.com)(+62 21 3199 7170)(Reuters Messaging: firstname.lastname@example.org))
Last month Unspun was speaking at the International PR Summit in Bali. The talk was entitled was “Sleeping with the Enemy” where essentially Unspun lamented how the Advertising Industry — in defiance of Al Reis’s prediction about The Fall of Advertising and the Rise of PR — has not only checked its fall but have encroached on PR territory in the use of social media and being very creative in doing so.
The talk was delivered at the Spikes Asia Awards in Singapore and in this year they had a PR category. The submissions for this category were very creative and well documented and packaged. The only trouble with them was that they were all the work of advertising companies, but packed so that it looked like PR programs so they can add another award to their shelves.
No shame in that for the Advertising industry. But shame for the PR industry players who are consistently outclassed by their advertising brethren when it comes to submissions for such awards. And in the creatie ideas employed in the programs.
The study mentioned below is further corroboration that the PR industry needs to jolt itself out of its smugness and be more creative.
GLOBAL – Nearly two-thirds of PR professionals agree that it’s fair to criticise their industry for lacking creative ideas, and about half would label the industry’s creative output as no better than “ordinary”, according to a study published by The Holmes Report in collaboration with Ketchum and No Go Create.
Just 6 per cent label PR-industry creativity as “inspirational”
Titled ‘Creativity in PR: A Global Study’, the report (available in PDF form , or below) is based on a worldwide survey of more than 600 people in 35 countries. Respondents included agency and in-house and a diverse a range of industries and sectors covering consumer, corporate, healthcare, technology, digital and public affairs practices.
The report found that just 6 per cent of respondents labelled PR-industry creativity as “inspirational”, while one in 10 described creativity as “unsatisfactory” and 6 per cent said it was “poor” or “non-existent”.
The PR professionals surveyed acknowledged the importance of creativity (95 per cent) and consider themselves to be creative individuals (89 per cent). So why is the industry not delivering more creativity? Popular answers included a lack of time (65 per cent), overworked staff (37 per cent) and a lack of clear creative objectives that hampers personal and organisational creativity (33 per cent).
Asia-Pacific respondents viewed the industry’s creativity in a worse light than those in North America. Among Asia-Pacific respondents, only 37 per cent see PR creativity as “good’ or “inspirational”, while 20 per cent find it “unsatisfactory” or worse. The corresponding numbers in North America were 51 per cent and 11 per cent.
- 42 percent of businesses don’t reward or incentivise creativity.
- 35 percent don’t use any specific interview methods to assess creativity in potential employees.
- 40 percent of clients said their agencies could do better when it came to their creative capabilities.
- Just 16 percent were consistently happy with these capabilities
- 23 percent said they were not happy with their ﬁrm’s creative capabilities.