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Social Insights 2014: Singapore - Rini Haerinnisya, Danone

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Information about Social Insights 2014: Singapore - Rini Haerinnisya, Danone
Marketing

Published on March 11, 2014

Author: socialbakers

Source: slideshare.net

Description

Rini Haerinnisya is the Connection & Digital Acceleration Manager in Sarihusada – Danone Early Lilfe Nutrition, Indonesia. A leading Nutrition company that over 60-years serving a mission of Nutrition for the Nation. Bringing the mission to live, supporting Indonesian mothers by providing means of education through conversation and consultation. Sarihusada won Gold for the Best Indonesian Contact Center Award in 2013 for setting a benchmark of FMCG industries to provide better & meaningful service to the Indonesian through Careline; not only expanding but also integrating the services through Social Media.

With 10 years of experiences in 360 Communications, Rini is currently responsible for overseeing the total company strategy in digital on both knowledge & business acceleration, from Corporate and Consumer Engagement to e-Commerce.
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Beyond Conversation. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event. A story beyond Careline Transformation. From Randomly Answering Question to Integrating Social & Business Process; From Servicing to Caring to a continuous effort in giving Excellent Experience.

When Socialbakers invited us to speak, I asked a question WHY ? We’re not at the top 5 of world class social customer service and our response time is not on a single digit of hour... So I figure, perhaps you can tell us Why We’re Here… This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Beyond Conversation. Pillow Talk When we talk about careline or contact center or customer service, its inevitable words is conversation. But it’s not just a conversation. I would rather see it as a ‘Pillow Talk’. WHY Pillow Talk ? It is a form of intimate conversation happens between people, it’s authentic, real, and personal. Plus literally speaking that if you’re good in this part, you’ll get the bonus round!  We all know that 2-way dialogue is much more meaningful and power, and digital marketing lets this happen. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

“The Consumer isn’t a moron; she is your wife. “ David Ogilvy This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Lucky that I’m a wife. So I’m not a moron, and may not be a super smart either… But wife can always tell things, when you got things right or wrong. She just can tell. So moral of the story – be honest and respect your consumer. They’ll know without you telling them. They know you by heart. And the question is how well do you know your wife? This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Which type of WIFE is yours ? This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

This is also means you really need to learn to understand your wife. No matter how mysterious and unpredictable she can be. Understanding a wife takes a lifetime, imagine if you have more than one… How many wives – or in our case mothers -- do you think Sarihusada/Danone has in Indonesia ?? Pick a number. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

240mio 17,000 4.3mio 190K Total Population in Indonesia Islands Annual Birth 60mio 20mio FB Fans Aku Anak SGM Segment 25-35yo Using Internet Facebook Users 2mio The Wives that Sarihusada need to listen.. Suddenly this number means nothing… This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Sarihusada – Danone, own half of the mothers in Indonesia as in half of the market share, that counts as 2mio wives, or mothers. That is the number of wives we need to listen. Whilst we have only around 10% of those who connect with our facebook, would this 10% is enough for the business? We need help to connect with our mothers, and best if we can encourage our mothers to help bring this good mission towards other mothers. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

So, why it matters ? This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

1. We, Indonesian, believes that these wives – and mothers – are the foundation of the family to bring a better generation. By making sure that the wives and mothers get the right information and education, we are not only nurturing the society but the business as well. 2. Us, the wives , as well consumer, love having meaningful conversation because we feel that you care for us, look after us. 3. And when we have this great experience, we share them to others. Our family, friends, and even strangers. We will be happy to support your brand. Unconditionally. 4. And for the brand, these wives are the source of inspiration for our innovations and a better way to market things. 5. Insights from the consumer that really cares for the brand – are priceless for business. They help us grow. They became our partners. As for Sarihusada, this is how we do this.. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

“Standby Indonesian Mums to Nurture New Life through Affordable & Advance Nutrition & Education ” “Bringing Health Through Food To As Many People As Possible Bringing to life the mission for the past 60 years of Sarihusada and 40 years of Danone, through providing not only a healthy & nutritious products but also with education to society. Sarihusada is actively supporting Indonesia in improving the health of the nation. We embedded this mission in every activity that we do and that includes within our contact center. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

For every product that we launched , we completed with a brand of service to help educate the mothers.ProductService Nourishing the Nation with Nutrition & Education This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Being humanized service that connect with millions of Indonesian parents by becoming Partner in providing Nutrition for the Nation. Balancing business & social mission through Consumer Insight based Contact Center that drive efficiency and effectivity. The business is meant to connect with mothers at the human level, providing her with the knowledge they need and the same time gaining insights that builds better business. Bringing to life the mission to each consumer contact points… The focus is to ensure that we deliver the human connection thru technology This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Contact Center is the house where conversation happens. We’re shifting massively from complaints only to consultation, from calls to social media. We need to be where the conversation happens. Complaints Insights/ Surveys Connections Building Credibility Source of Knowledge Products Promotion Event Consultation Support Ad hocs Brand & Company Periodical Business Support This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

To ensure the business is sustainable, we need to ensure that it provides feedback for business. All the conversations happens with our mothers becoming inspiration for our marketing activities. Who would be your best insights if not your own consumers? This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Setting the Foundation Right. Ensure the people capability and credibility and technology answers what’s needed to be facilitated. TechnologyPeople On Ground & Online 24hours Accessibility This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Communicate Carelines’ expertise & credibility. Be human and personal. And share to consumer what’s happening behind the social media. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Our Journey 2011 2012 2013 2014 When we start the contact center in 2011 it was not yet ready for social media handling. Then some cases of responses to consumer were not aligned with standard answers, hence we start with careline answering to questions only in 2012. At the same year we start the brand services by communicating careline’s personality and expertise – making the interaction to be more human; also campaigning to encourage on asking about Nutrition. After 2 years of operation, we got GOLD from Indonesia Contact Center Award for best operation and setting the benchmark within FMCGs . Not because we are better than Telco or Banking – but we initiate to go beyond the common roles of Contact Center. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Last year, incoming from our social media was 30% of total. It’s 3x bigger this year reaching 94%. Social Media dominating the incoming contact from the consumer. Moreover, they see social media now as a credible place to ask about health, nutrition, and even products. Consumer sees social media not only as a place to ‘mingle’ but also a place to ask. And they become part of the answers too.. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

NurseMidwives Nutritionist Mother Psychologist Start with the people. Recruit the best with credibility and expertise to answer mothers and to familiar with the technology. create an excitement on each for the knowledge and performance that they got. i.e. only the best careline can also be consultant in on ground event. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

How are we so far ? Always find a room to improve your excellence to consumer. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event.

Still, it’s a work in progress…. This Presentation is intended to share learning from Danone Indonesia to Socialbakers Event in Singapore February 27th 2014. Any quote for publication need to confirm to rini.ramadhani@danone.com as the presenter of this event. http://youtu.be/S05Y4iU-ln4

“Corporate responsibility does not end at the factory gate or the office door,” he said. “The jobs a business creates are central to the lives of employees, and the energy and raw materials we consume change the shape of our planet. Public opinion is there to remind us of our responsibilities in the industrial world of today […]. It is clear that growth should no longer be an end in itself, but rather a tool used to serve quality of life without ever being detrimental to it.” Antoine Riboud, Marseille, 1972.

My daughter Athena, at 4yo, already knew her milk brand and refuse to drink other milk at school during the school sampling. She proudly said that she is SGM Kids and proud to be part of SGM’s community school. Not because I told her so, but perhaps because I was there at this one moment to answer her question about what am I actually doing at work. So imagine if you really listen and answer to your consumer… That is the pillow talk.

Thank You

Rini is the Connection & Digital Acceleration Manager in Sarihusada – Danone Early Lilfe Nutrition, Indonesia. A leading Nutrition company that over 60-years serving a mission of Nutrition for the Nation. Bringing the mission to live, supporting Indonesian mothers by providing means of education through conversation and consultation. Sarihusada won Gold for the Best Indonesian Contact Center Award in 2013 for setting a benchmark of FMCG industries to provide better & meaningful service to the Indonesian through Careline; not only expanding but also integrating the services through Social Media. With 10 years of experiences in 360 Communications, Rini is currently responsible for overseeing the total company strategy in Digital on both knowledge & business acceleration, from Corporate and Consumer Engagement to e-Business. Contact : Rini.Ramadhani@danone.com @smilingrini Get to know us more: www.sarihusada.co.id | www.nutrisiuntukbangsa.org | www.danone.com https://www.facebook.com/lactamilmama | https://www.facebook.com/AkuAnakSGM | https://www.facebook.com/VitalacID

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