A place in between CMO and CTO..

Few days ago I went to a Social Media Club meet up and the speaker mentioned a part about a situation that commonly happened when he asked to people handling digital if their budget allocation within a company is within Marketing or IT. That there’s always confusion on who is supposedly to take charge of the investment, is it a CMO or the CTO or maybe a CIO?
Case is even when the total budget comes from the same company, the source of budget often define the authority roles.

From where I stand in the company I’ve been, mostly comes from the marketing budget but it wont be enough as the investment of technology would only make sense when it comes from IS. And the fact that I handle the corporate as well, budget allocated by the team was only based on the previous plan, which is based on maintanance. And some operation done in e-business requires zero investment due to the inability to identify what potential comes in the future. It is still silo in some ways, and even when you have one person yo synergize all, without the synergy of investment it will be harder to justify. Each party would only understand the deliverability of synergizing all. Seems like people would only care if that matters for their brand/roles only.

When I’m writing this, another half of my brain told me how untrue my own statement is. The truth is we can always put the puzzle at the right picture if we already know what the picture would be.
It doesn’t matter if people only want to know what would be their part of roles because that considered quite human to think about your own good. It’s good.
And maybe the full picture would only distract them from what they’re good at. Like an architect, to brief each part to the relevant vendors help teams to perform best at their interest.
The frustration is to have those glued in mind. And to ensure their still work on the same puzzle even without any idea on what the picture to come.

There’s no definition of a place nor the budget allocated in between the marketing, sales, corporate, and HR. But honestly speaking that is where my roles exist.

And ever there’s place in between CMO and CTO/CIO, it will be called CMT (chief marketing technology). At least that’s where a good friend of mine told me once over coffee, “Rini, there’s a place where you describe all the things you wanna do, the position is called a CMT. Not the CMO nor CTO, but in between. Not many company have it but there will be more. And that’s where you’ll be”.

He’s right. There’s no CMT position in where I am now. And there’s no position of myself last year. There’s always possibility.


R 2014

Dear Future Employer

Dear Future Employer,

Thank you for your kind offer and trust in me.
I’ve come to an understanding on why I should make myself clear towards what I value in life – including career choices so that we all save our time to do things we love doing, with the people we care most.

With my 360 experiences across, my focus for career is in digital transformation throughout the corporation, as it will bring the universal beauty of the changing of human behavior – the employee, the boards, the consumer, stakeholders, yes it’s all of US. It also means bringing the gap closer for both knowledge in talent and business within a company.

I fully understand how we are lacking in talents with proper digital capability within not only a company but also a country. And how the business pace is faster that knowledge acceleration. As an Indonesian, currently I am responsible to ensure that I contribute to give the best education for anyone  who seeks actively for knowledge in and about Indonesia. And I have commited to share the voice of Indonesia to take part of the merging of the world in this region.
This has been a constant commitment since I was 8, and I’m sure that I shall make the voice of a country including the minorities heard.

I fully understand the potential of business outcome when people can equipped themselves with digital mindset and capability. Major efficiency that is in both time and money. Companies will serve better products and services to their consumer because they can have real-time and authentic conversation with their consumer. Companies will learn to serve better value for millions of people’s lives. The employees become the voice of both consumer and the companies. We are becoming what we say and do. We become as One (yes like what John Lennon said).

I value education and health in my daily life as well bringing to life a practice of good-deed marketing. I believe that we’re here for a reason we have not yet understood and a good deed will bring goodness to merrier people in life.

The option to be self-employed happens every day (as options to many people these days) but I believe that the great impact can also be done from within the company. Imagine what we can do if we can change the mindset and the way of the people within the organization. Imagine the impact towards the business within a country and the impact towards millions of Indonesian (consumer).
The impact for a business to take part in social mission is Sustainability that’s how philantrocapitalist works. Business and social will make sustainable better future (And I wish I can be the next Melinda Gates, but I can’t, so I will be Rini. Just Rini)

Because I’m quite stubborn and impatient, most people will find my persistence and passion as annoying. Some of the management will have the pleasure of seeing my battle and some will find me irritating. I don’t mind the judgement and dissaproval because you will always need someone within the company to shake and question things hence you will make wiser decision. I am that one rebellious digital rock star!
I will choose to fight for what I believe to be the right of every human – access to better education and health – through digital mindset.

And thankfully the universe is very kind to me and ensuring that I’ll be surrounded with great people who support me in making this possible, they are the one who feed me with knowledge on how to make things happen while I remain here.. born raised and educated as an Indonesian and I learn to share the equal ground of the world through digital.

This is the region I shall be at least till 2018.. then I will sail the world :-)
By then I hope I see Indonesia as a better and proud nation for my daughter’s future.

PS. Only contact me when you shared the same dream and think that I can make a difference.


8 Tips to Transform your Customer Service to Social Media Careline

This is a following answers from my presentation Sociabakers’ Social Media Insight 2014 in February. Apparently I gave all the WHYs but not enough WHAT TO DO. So here it goes to complete the Pillow Talk :)

Remember how Pillow Talk works? It’s authentic & personal. So the challenge would be how to create an authentic and personal Social media Careline? Does it come with the package from the agency ? NO. Definitely No.

Does it come naturally in each careline as human to have human conversations? Unfortunately, NO. Our Carelines are built by the industry to become a robot – at most becoming a scripted telemarketer. To all contact points – Social Media, Calls, SMS, and even Emails. So how should we make it human?

Here are 8 simple tips of what I can share based on my experience in Danone-Sarihusada:

1)       Kill the time limitation in responding questions.

Seriously, time can be seen as an effective measurement but not to limit communication.

People who came from the Contact Center industry know how the call agents are given limitation of time as part of the service level. But if you’re giving an added value of Consultation and Engagement towards your consumer, don’t limit your time. When your consumer speaks to you, spend time wisely to listen. Like a pillow talk with your wife, listen to her attentively until she has nothing to say but to give you a kiss. Or put it this way, when you come to a friend’s house, how would you respond if she say ‘Ok I will have 5 minutes with you now.’ I’d rather go to my other friend who is willing to spend times with me. Simple rules in life applied in Social Media engagements. Measure the time to get better but not to limit.


2)       Review and if necessary Redo all the trainings, communication guidelines, FAQ documents that are using brand’s language. Simplify to consumer daily languages.
The one who knows the consumer language best are those who talked with them everyday. This is not an easy one understanding how Indonesian raised with memorizing and following things in order instead of coming with an initiatives. Give them the confidence – and remind them that the careline knows best what our consumer’s buzz these days.


3)       Keep reminding the carelines & agencies that we’re human talking to another human. They are us and we are them. Never copy paste script!
Encourage your careline to talk in their own personal manner. Let them talk as if they were talking to a friend. The same rules with writing in social media. Being Human meaning being personal. Treat people the way that we would like to be treated. Listened to people as much as we like to be listened. Be sensitive with their worries and be flexible to laugh at silly things they cherish everyday. We all like friends who are not only understanding but true to relationship.



4)       as human, interact with people and other communities. Talk and answer. Curate information that is useful and relevant.
The function of Social Media is not on the brand’s likability – most of us like the brand already before we like the fanpage. So think about the connected word of mouth – the sharing ability. And what would people love to share most? Information and Entertainment. Talk about things that you see in daily life that are very local, like the upcoming presidential election , how to get away with floods and horrible traffics. Be part of the present. Be connected with other communities that will help to strengthen your brand personality. Remember that one can be seen from who her friends are.
Be useful to their lives. Give the what they need and they love sharing, and yet to be responsible for what we share as we are talking to large social presence. I always asked myself if ever I would give misleading information to my daughter.


5)       Communicate to your community on the people’s profile who works behind the screen. And why they are credible for what they communicate.

I remember when I first handle a community social media account 6 years ago, I created a personification in the profile along with the coffee she likes and the type of music she listened to on the way to work. For like few months then the brand prefers to have it as the ‘brand’ profile. This is the official accounts of blablabla.. I found it Cold. But perhaps that’s the rule of the Organization and the boring rule of a brand.
Find the hole in between, there’s gotta be room to make things happen. Do it as campaign if you can not do it naturally – anyway campaign works as well to educate.
Our carelines are specially recruited from mothers, nutritionists, midwives, and psychologists to assure our consumer that they are credible to give advice on motherhood. But most of our consumer doesn’t understand that, they thought that these carelines function only as to answer complaints. So we put a profile of our carelines and give a credible topic where our consumer can ask questions on our social media. Takes times, but now we receive more health & nutrition related questions (which is very general and not related to products) that question about promotion. We help to educate the communities in social media that brands in social media does not necessarily do promo or contest all the time. This is the real place to have a meaningful conversation.


6)       Be a good reminder that Social Media can be the soul and behavior of your brands & company. Keep reminding the team, agency, and the management for these rules. We’re changing years of manner in the industry to a digital behavior

People are forgetful and hyper-connected with priorities. We all need to be reminded and that’s very human – and that’s why they hire us. So that we can remind each others like friends do.
Social media gives a soul to a brand. A voice and a personality and even a set of behavior. It makes us know the brand more in a human level.
If I were the consumer, I’d be happier seeing a profile of a person behind the brand. Knowing that I feel understood as a human. And education about this human sense through communication with your consumer is a massive behavior challenges on human level, organization level & industrial level. This is why I always say – Digital is a behavior.



7)       Do your game smart and fast. Play and reward your best team. Let them do this instead :)

Let the carelines gives feedback one to another. If they’re to shy to talk straight facilitate a forum or a channel. Use chat messaging group, or lunch session with cross function team and management. They are human too, they share more as we properly have conversation.

Let them blend with the consumer also at the ground level, invite them to the factory, brand events, media launch, consumer gathering, even  to do market visits. Give these activities as a reward for them to become better and better in engaging with our consumers. Then we’re leveling up their capabilities through daily gamification :)


8)       Lastly, learn from my biggest mistake. I trust people easily and assume they know the game plan and on the same speed with me. Assumption is a big mistake.

At the end keeping a team who is not at the same pace and understanding is the least neither effective nor efficient thing. Need to keep your best and your most to make the team remember WHY you’re doing this and check on them. Execution is what makes it real. Check on your grass-root team periodically and constantly for their understanding. Be a good reminder even when at worst they sue you for being micro manager :D


There goes 8 pieces that is left out in my previous pillow talk on how to transform from consumer service to care in social media.

By the way – I’m not a contact center expert; the first time I do this was when I joined Sarihusada. And after 2 years operation, we won GOLD for the Best Operation Contact Center by Indonesia Contact Center Award in 2013. Why, because we’re helping the industry both FMCG and Contact Center – to change its course of business. I believe someone out there may have much more professional opinion on this.


Hope you learn something,




Marketing to Mothers

Nope. No science behind this. Even though I have been doing marketing to mothers almost like a decade now and way before I am one.

The fact how marketeers are focused on fulfilling this motherhood moments with so many information and offers is not completely wrong, or misleading, yet I have to say blinded sometimes.

And because I’m a mother, and I do marketing gor a living, I’ve come with 2 pieces of reminder on doing Marketing for Mothers (at least keep reminding myself):


1) There is a woman in every mother.

What happen when a baby is born? The whole world and eyes went to his little eyes and fingers. That is the most natural thing to happen, the whole world revolve around him. Every mother would put her first 3 priority for baby, baby, baby. That what put a smile on each mother’s voice. And many times forgetting that every mother is a woman inside. We are not only doing babies. We do shoes and make ups sometimes.

There are times when a mother doesn’t even bother if they have time for themselves as a woman, this is the great time to say to her, that there’s a woman inside of her.

She wanna be a stay at home mom, try to sell things out on facebook and end up also buy things from other mothers. Unessentially a motherhood stuff. Yet this is how women operates within circles of trusts. There’s a need for every mother as in women to support and have encouragement from and to other women. Mothers are the type of women that has gone through sleepless nights and 9mos of roller coaster ride. Tell me if this one won’t cherish a nice shoes.

Women, if you date one and she says ‘I’m ok’ what is the chance that she needs a hug? :-)

Get the message clear, she may be special because she’s a mother but her inner will always be a woman.

So when you try to do marketing to mother, think of what would it takes to date a special woman. Please do enlight our lives ;-)


2) When a woman become a mother, she has became wiser.

Meaning, don’t sell her crap. Don’t tell her lies or things that you don’t really meant to. Just be honest. Be authentic in your communication with mothers. Don’t speak from a brand’s voice or product’s. Speak from your heart, a human voice.

Every mother can bear any imperfection in life. And the least thing she can bear is telling her if the world goes fine while it’s not.

She can tell it from her hunch or maybe from the pieces she heard from her circles. She has became wiser in a way that she will look things thoroughly and ask her spheres.

Be wise in your communication, and be authentic in your marketing. Cause she can get the facts from anyone. One is said a worried mother investigates better than FBI.

She knows things :)


That’s it. It’s nothing science and no marketing samples. This is not intended for you to copy or imitate, but something to think about when you’re ‘talking’ to mothers.

You can get many great studies in the internet on marketing to mothers. Or perhaps you can make a difference only by thinking beyond. Your choice.

If we treat mothers in good manner, I believe we take a great step to create a better generation of tomorrow.


Have a good Thursday!



a Pillow Talk in Social Insight 2014

In Feb 27th 2014, I was invited to speak in Socialbakers’ Social Media Insight 2014 in Singapore. At first I was wondering why we’re invited to speak there, not that I’m aware that our Facebook Fanpage Aku Anak SGM & Mama Care had been in the top of Most Devoted Brands of FMCG category or perhaps the fact that we synergize our carelines which brought us GOLD from Indonesia Contact Center Award in 2013. I think we still have a lot to learn on how to excel in it, yet I guess we can always learn from what we share…

So my mission is tell the story from the other side, of reason why we are unique at the first place. Because I think that would be the foundation on how you can transform your careline into something that is more powerful — a power of nurturing a relationship and a personality of your company.

Check on my presentation here

Of course, after a big reason why, people came to me and still ask me the steps on how to do the transformation. And I owe you one to write them here. They are go to one simple recipe. Be Human.