1. Startups

How the Community Helped to Build a Company

The growing number of internet users in Indonesia today makes IT industry practitioners not only come from companies and business actors, but the wheels of movement are also supported by the community whose existence cannot be underestimated. The community members who often represent the market's desires, have in fact brought a special attraction for some of the world's leading IT companies to cooperate with them to launch their business in Indonesia.

In a horizontal marketing concept, it is the consumers themselves who later decide to use a product based on information they get from friends, colleagues, or family they trust, not a company that promises a product. Therefore, for the sake of the company, the interaction between a business and consumers must be more horizontal. However, how is this concept applied in Indonesia?

Call it some big companies such as; Nokia, BlackBerry, and Baidu, they are known to often use the concept of horizontal marketing, where the intensity of interaction with community members continues to be increased in order to realize market desires. Like for example, the BlackBerry Jam Camp event to show skills in the international world. There are also events that are often held Nokia as DVLUP Porting Day which embraces the developer community to participate in coloring the excitement of the IT community world.

Such a series of eventsused for media education and exchange of information for consumers. The company itself is only a connector to facilitate their positive activities. After that, the community will voluntarily be able to disseminate information about all kinds of products to the people closest to them.

Like Nokia and BlackBerry, Baidu as a technology-based company from China helps build a community among users of its products with positive and useful activities. Examples can be seen through Baidu PowerUP which is designed as a technology party, with the aim of introducing the latest technology in the community to become a solution for everyday life. In addition, a number of thematic events such as Nobar In The Sky which coincided with the 2014 World Cup event was also held, while also holding an event MissSoccer who is looking for a young woman who represents Baidu's spirit of working on the youth market.

The company will certainly not only increase brandawareness which is getting higher, but also commitmentengagement which also expands, so that the impact will clearly grow a very significant business in the middle of the market, of course it will be easy to achieve. Instead of having to spend large funds for promotion through mass media, building an image through a community that is believed to make consumer loyalty can shape the company's growth investment. This step is very good considering that Indonesia has a large number of human resources, especially para startup who can take advantage of the community as public relations free for them.

Disclosure: This article is supported by Baidu Indonesia

[Photo illustration: Shutterstock]

Are you sure to continue this transaction?
Yes
No
processing your transactions....
Transaction Failed
try Again

Sign up for our
newsletter

Subscribe Newsletter
Are you sure to continue this transaction?
Yes
No
processing your transactions....
Transaction Failed
try Again