Brand R(e)volution or R(e)levance

@svidss

Brand R(e)volutionRelevance

Svida Alisjahbana

CEO Femina Group

@svidss

@svidss

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

@svidss

2006 2011

8%

29%

Internet Penetration Keep Growing

Source : AC Nielsen

@svidss

They Access It From Mobile Device

INDONESIA 61.88% BRAZIL 40%

@svidss

Chief EditorCommunity Officer

@svidss

@svidss

MAGAZINE

WEBSITE

ACTIVATION RADIO

SOCMED

BOOKS

TVMOBILE

COMMUNITY

COMMUNITY

COMMUNITY

COMMUNITY

COMMUNITY

COMMUNITY

COMMUNITY

COMMUNITY

TO PLAY

TO

PARTICIPATE

TO PASS ON

@svidss

Print

Book

Activation

Social

Media

Website

@svidss

COMMUNITY CHANNEL

CONTENT

@svidss

Content is King

TO PLAY

TO

PARTICIPATE

TO PASS ON

Conversation is

Kingdom

@svidss

#1 Viral Effect – Earned Media

#2 Dialogue

#3 Community Activation

#4 Commercial Initiative

Social Media drives…

@svidss

Campaign LineCommercial

Initiative

@svidss

PRE ACTIVATION DURING ACTIVATION AFTER ACTIVATION

On Magazine promo

On Magazine quiz

Email promotion

Mini site

E-ticketing / E-registration

Social Media Buzz

Data capture

Brand Activation

Blend In Content

Viral Marketing

Acquisition

Product Sampling

Data capture

Live tweet

On Magazine coverage

Website

Mini site

Social Media Buzz

Viral Marketing

Optimizing database

@svidss

readership

readership+

fans

readership+

fans+

followers+

viewers

readership+

fans+

followers+

viewers+

visitors

Aggregate Community

social media users

@svidss

Accelerate the Growth of Women Entrepreneurship

in Indonesia

@svidss

50.000.000 National Entrepreneurs

39 Million Women Entrepreneurs

98.9% Micro Entrepreneurs

Women in Business

Source: BPS-Statistics Indonesia

@svidss

to empower women to become economically

independent and attain greater prosperity by

embracing entrepreneurial activities

FeminaWomen Entrepreneurship MISSION

@svidss 19

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

@svidss 20

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

@svidss

Women Entrepreneurs’ Issues

• Lacking of knowledge in entrepreneurship

• Need network among women entrepreneur

• Lacking of the support from the family and friends

• Funding access

21

Survey Result 2011/2012

Source: Internal Survey 2011/12

@svidss

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

@svidss 23

EDUCATION & PUBLICATION

Article

Website

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

@svidss

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 WIRAUSAHA

24wanita wirausaha mandiri femina

TIMELINE 2012 - 2013

@svidss

Pekanbaru

Palembang

Jakarta

Bandung

Jogjakarta

Solo Surabaya

Samarinda

Bali

Makassar

Manado

Seminar

Workshop

Reached out & Engaged with over 7,000 women around Indonesia

Inspired over 50,000 people

@svidss

UNLEASHING WOMEN’S LEADERSHIP

IN INDONESIA

@svidss

THE JOURNEY OF

WOMEN AS A LEADER

@svidss

UNIVERSITY

GRADUATES

ENTRY LEVEL

PROS

MID - SNR

MANAGEMENTBOARD CEO

A Few Women Leaders

SOURCE | UNLEASHING WOMEN’S LEADERSHIP IN INDONESIA SURVEY 2012

49% 47% 20% 6% 5%

@svidss

CHINA 6%

INDIA 5%BRAZIL 6%

USA 15%

SPAIN 10%

UK 12% GERMANY 6%

FRANCE 15%

SWEDEN 27%

NORWAY 32%

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%

@svidss

THEY LEAVE EARLIER…

40%Leave the workforce at

early tenure

72%Leave due to the need to

spend 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

@svidss

…IGNITE THE SPIRIT

SOURCE | UNLEASHING WOMEN’S LEADERSHIP IN INDONESIA SURVEY 2012

69% 86%Personal motivation and

drive

Double Burden

Syndrome

@svidss

@svidss

What if women in our countries are CONNECTED , can we make them

more INDEPENDENT and more PROSPEROUS

@svidss

Thank Yousvida.alisjahbana@feminagroup.com