Brand r(e)volution or r(e)levance brazil october 2012 svida alisjahbana
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Transcript of Brand r(e)volution or r(e)levance brazil october 2012 svida alisjahbana
@svidss
Brand R(e)volutionRelevance
Svida AlisjahbanaCEO Femina Group
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COUNTRY
POPULATION
MOBILE & SMART PHONE USER
SMARTPHONE PENETRATION
FB USER
FB NO. (WORLD)
TWITTER USER
TWITTER NO (WORLD)
INDONESIA
242.325.638
265.100.000
8%
50.148.660
4
29.400.000
5
BRAZIL
193.946.886
257.900.000
14%
60.251.160
3
41.200.000
2
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2006 2011
8%
29%
Internet Penetration Keep Growing
Source : AC Nielsen
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They Access It From Mobile Device
INDONESIA 61.88% BRAZIL 40%
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Chief EditorCommunity OfficerPetty Fatimahfemina
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MAGAZINEMAGAZINE
WEBSITEWEBSITE
ACTIVATIONACTIVATION RADIORADIO
SOCMEDSOCMED
BOOKSBOOKS
TVTVMOBILEMOBILE
COMMUNITY
COMMUNITY
COMMUNITY
COMMUNITY
COMMUNITY
COMMUNITY
COMMUNITY
COMMUNITY
TO PLAYTO PLAY
TO PARTICIPATE
TO PARTICIPATE
TO PASS ONTO PASS ON
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Book
Activation
Social Media
Website
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COMMUNITYCOMMUNITY CHANNELCHANNEL
CONTENTCONTENT
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Content is King
TO PLAYTO PLAY
TO PARTICIPATE
TO PARTICIPATE
TO PASS ONTO PASS ONConversation is
Kingdom
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#1#1 Viral Effect – Earned Media
#2#2 Dialogue
#3#3 Community Activation
#4#4 Commercial Initiative
Social Media drives…
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Campaign LineCommercial
Initiative
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readershipreadership
readership+
fans
readership+
fans
readership+
fans+
followers+
viewers
readership+
fans+
followers+
viewers
readership+
fans+
followers+
viewers+
visitors
readership+
fans+
followers+
viewers+
visitors
Aggregate Community
social media users
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Accelerate the Growth of Women Entrepreneurship in Indonesia
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50.000.000 National Entrepreneurs
39 Million Women Entrepreneurs
98.9% Micro Entrepreneurs
Women in Business
Source: BPS-Statistics Indonesia
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to empower women to become economically independent and attain greater prosperity by
embracing entrepreneurial activities
Femina Women Entrepreneurship MISSION
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Source: Internal Survey 2011/12
Femina Women Entrepreneurs Business Scale 2010/2011
Micro
Small
Medium
Large OMZET : > US$5M/Year
OMZET : 100K – US$5M/Year
OMZET : 20K – US$100K /Year
OMZET : ≤ US$20K / Thn
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Business Sector 2010/11
35%
19%
9%
8%
7%
Fashion
Culinary
Craft
Education
Beauty
7% of femina Women Entrepreneurs are doing Export.
Source: Internal Survey 2011/12
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Women Entrepreneurs’ Issues
• Lacking of knowledge in entrepreneurship
• Need network among women entrepreneur
• Lacking of the support from the family and friends
• Funding access
20
Survey Result 2011/2012
Source: Internal Survey 2011/12
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ENTREPRENEURSHIP SEMINAR
ENTREPRENEURSHIPWORKSHOP
WOMEN ENTREPRENEURSHIP COMPETITION
POWER LUNCH/LEADERSHIP SESSION
BAZAAR/EXHIBITION
ONLINE COMMUNITY www.wanitawirausaha.femina.co.id
FEMINA AWARD @INACRAFT
Entrepreneurial Winning Women Program
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EDUCATION & PUBLICATION
ArticleWebsite
Sosial Media
Entrepreneurship Booklet
Promo: Print, Digital, Radio,
Newspaper, Outdoor
Coverage: Print, Digital
EXPERIENTIAL
Roadshow Seminar 7 Cities: Jakarta,
Medan, Solo, Palembang, Semarang,
Pontianak, Malang
Roadshow Workshop 3 Cities: Jakarta,
Surabaya, Yogyakarta
Business Visit: Yogya
COMPETITION & EXHIBITION
NatioinalCompetition
Power Lunch
Women Entrepreneurship Festival : Jakarta,
Surabaya
Program 2012-2013
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SEMINAR JAKARTA
SEMINAR MEDAN
Registration and Collection for the Women Entrepreneur Awards VERIFIKASI FINALIS
POWER LUNCH
JAKARTA
SEP NOP DES JAN FEB MAR APR
EDITORIAL : RUBRIK TETAP – INFO WIRAUSAHA, LIPUTAN, PROFIL WANITA WIRAUSAHA, ETC
SEMINARSOLO
WEBSITE: RUBRIK TETAP – INFO WIRAUSAHA, LIPUTAN, PROFIL WANITA WIRAUSAHA, ETC
IKATAN ALUMNI WANITA WIRAUSAHA
OKT MEI
BUKU MINIWANITA
WIRAUSAHA
SEMINARPALEMBANG
SEMINAR MAKASSAR
SEMINAR PONTIANAK
JUNI JULI
PENJURIANUTAMA +
PENGUMUMAN PEMENANG +
PEMBERIAN PENGHARGAAN
SEMINAR MALANG
AGS
WORKSHOP SURABAYA
WORKSHOPJAKARTA
WORKSHOP YOGYAKARTA
FESTIVAL WANWIR JAKARTA
FESTIVAL WANWIR SURABAYA
SOSIAL MEDIA: INFO WANITA WIRAUSAHA MANDIRI FEMINA, ETC
BUSINESS VISIT YOGYA
FUNDING: FACILITATING CREDIT NEEDS THROUGH WANITA WIRAUSAHA23wanita wirausaha mandiri femina
TIMELINE 2012 - 2013
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Pekanbaru
Palembang
Jakarta
BandungJogjakarta
Solo Surabaya
Samarinda
Bali
Makassar
Manado
Seminar
Workshop
Reached out & Engaged with over 7,000 women around Indonesia
Inspired over 50,000 people
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UNLEASHING WOMEN’S LEADERSHIP
IN INDONESIA
Advancing Indonesia Career Women to the Board Room
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THE JOURNEY OF
WOMEN AS A LEADER
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UNIVERSITY GRADUATES
ENTRY LEVEL PROS
MID - SNR MANAGEMENT
BOARD CEO
A Few Women LeadersA Few Women Leaders
SOURCE | UNLEASHING WOMEN’S LEADERSHIP IN INDONESIA SURVEY 2012
49% 47% 20% 6% 5%
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CHINA 6%CHINA 6%
INDIA 5%INDIA 5%BRAZIL 6%BRAZIL 6%
USA 15%USA 15%SPAIN 10%SPAIN 10%
UK 12%UK 12% GERMANY 6%GERMANY 6%
FRANCE 15%FRANCE 15%
SWEDEN 27%SWEDEN 27%
NORWAY 32%NORWAY 32%
RUSSIA 8%RUSSIA 8%
Women representation in the Board in Asia significantly underperforms that of the Western countries
SOURCE | UNLEASHING WOMEN’S LEADERSHIP IN INDONESIA SURVEY 2012, Women Matters
…ALONE AND SINGLE FIGHTER
INDONESIA 6%INDONESIA 6%
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THEY LEAVE EARLIER…
40%Leave the workforce atearly tenure
72%Leave due to the need tospend time with family
13% Mid Tenure
2% Sr. Management
41% No Single level of tenure
39% Seeking more flexibility
35% Seeking more money
12% Seeking more intellectual stimulation
SOURCE | UNLEASHING WOMEN’S LEADERSHIP IN INDONESIA SURVEY 2012
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…IGNITE THE SPIRIT
SOURCE | UNLEASHING WOMEN’S LEADERSHIP IN INDONESIA SURVEY 2012
69% 86%Personal motivation and drive
Double Burden Syndrome
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What if women in our countries are CONNECTED , can we make them
more INDEPENDENT and more PROSPEROUS