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Ramadan on Facebook2017

I N I N D O N E S I A

G E N E R A L V E R S I O N F O R P U B L I C

No.

2

Count on mobile this Ramadan

Source: Ramadhan study, Kantar research (commissioned by Facebook), n= Muslims aged 1000+ in Indonesia and Malaysia, Jan 2016

On mobile in Indonesia & Malaysia

Mobile is the source of Ramadan information

know more about what’s happening during Ramadan

use mobile to follow Islam practices on

Ramadan

2 in 3 1 in 2 1 in 2 mumsDownload a copy of

Quran on mobile devices

Mobile ties Indonesians to people and festivities

get closer to friends & family through mobile

60%

Use mobile to plan social activities

1 in 2*

Source: Ramadhan study, Kantar research (commissioned by Facebook), n= Muslims aged 1000+ in Indonesia and Malaysia respectively, Jan 2016* Actual figure: 50.7%; Question: Mobile phone roles during Ramadan

2 in 3 use mobile while

watching TV1

TOP ACTIVITIES WHILE MULTI-SCREENING2

Source: Ramadhan study, Kantar research (commissioned by Facebook), n= 1000+ Muslims aged 18+ in Indonesia and Malaysia respectively, Jan 20161. Actual figure: 67%; question: Which of these devices do you regularly (at least once a week) use while watching TV during Ramadan and/or Eid al-Fitr? 2. Question: Which of the following would you say you regularly (at least once a week) do while watching TV during Ramadan and/or Eid al-Fitr on these devices?

Mobile is the companion while watching TV

Social MediaLooking for information

Messaging services

95%view mobile content

different to what’s on TV

Ramadhan sharing peaks throughout the season

4/30/16 5/10/16 5/20/16 5/30/16 6/9/16 6/19/16 6/29/16 7/9/16 7/19/16 7/29/16

Ramadhan posting is equally high before, during

and after the season

Facebook text, photo and video posts in Indonesia before, during and after Ramadhan

35%more posts on July 4

compared to the entire Ramadhan season

July 4

Source: Facebook internal data (based on number of all type of post) in Indonesia, all demographic, 1 April – 30 Aug 2016

4/30/16 5/10/16 5/20/16 5/30/16 6/9/16 6/19/16 6/29/16 7/9/16 7/19/16 7/29/16

Videos spike post-Ramadhan

Facebook video posts in Indonesia pre, during and post Ramadhan

July 4

2.8xmore video posts

compared to the entire Ramadhan season

23%more video posts compared

to Ramadhan month

IN THE POST-RAMADHAN MONTH

ON JULY 4

Source: Facebook internal data (based on number of video post) in Indonesia, all demographic, 1 April – 30 Aug 2016

Family, food and the home dominate Ramadhan Facebook conversations

1) Family (48%)

2) F&B (16%)

3) Household (10%)

4) Travel (9%)

5) Shopping (6%)

TOP 5 RAMADHAN TOPICS ON FACEBOOK

1 in 2Facebook posts were related to

Family*

Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia, 1 Apr – 5 Aug 2016

PRE-RAMADHAN(1 APRIL – 5 JUNE)

RAMADHAN(6 JUNE – 5 JULY)

Advice CharityEntertainment Family

F&BFinance

Household Shopping

WEEK APRIL 4(9 weeks before)

WEEK MAY 16(3 weeks before)

WEEK APRIL 25(6 weeks before)

WEEK JUNE 6(Ramadhan wk 1)

WEEK MAY 2(5 weeks before)

WEEK MAY 23(2 weeks before)

Travel

Home, advice and travel conversations start early When Ramadhan conversations start to increase on Facebook

(by weeks in 2016)

Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia, 1 Apr – 5 Aug 2016

RAMADHAN(6 JUNE – 5 JULY)

POST-RAMADHAN(6 JULY – 5 AUGUST)

F&B

WEEK JUNE 6(Ramadhan wk 1)

Finance

Shopping

WEEK JUNE 27(Ramadhan wk 4)

Charity

WEEK JULY 4(Ramadhan wk 5)

Family

Household

Travel

Advice, Tips & Information

WEEK JULY 18(2 weeks after Ramadhan)

Entertainment

Food, shopping conversations peak early When Ramadhan conversations reach its peak on Facebook

(by weeks in 2016)

Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia, 1 Apr – 5 Aug 2016

Source: Facebook internal data (based on keywords related to family), Indonesia, 1 Apr to 5 Aug 2016 11

Family conversations: Aspirations, goals & thankfulness

• Thankfulness to God is a common discussion topic around family conversations on Facebook this season

• Goals: Aspirations and wishes for families – especially husbands and children – to improve, do good and be better people this Ramadhan.

• Greetings: Eid/Lebaran well wishes for friends and loved ones are widely discussed in family conversations

Source: Facebook internal data (based on keywords related to travel), Indonesia, 1 Apr to 5 Aug 2016 12

Travel conversations: Documenting the mudik journey & hometown experiences• Self reflection of one’s life journey

(perjalanan hidup) is a big topic related to travel conversations, likely when people start traveling back to their hometowns this Ramadhan.

• Holiday & kampung (hometown) experiences are widely posted by Indonesians

• The travel journey back to one’s hometown(mudik/pulang kampung):Indonesians discuss the journey back home while they’re on the road, capturing the sights and sounds along the way, be it beaches or roadways through the mountains.

• Safe travels: Indonesians often send well wishes to their friends and family for safe travels back home or abroad.

Source: Instagram internal data, Indonesia, 1 Apr to 5 Aug 2016 13

Trending Instagram hashtags during Ramadhan among Women

• Muslim fashion tops hashtags for Indonesian Women on Instagram this season

• Shopping for the family: Their posts are not only about dressing themselves, but also dressing the entire family (kids, baby)

• Happiness and love are dominant feelings captured this season.

• Holiday plans & destinations are often captured and discussed.

• Local vs global: Local destinations are more frequently mentioned than international locations

Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016 14

Household topics highlights among women

• Home cleanliness is widely discussed by women this season on Facebook. Most conversations involve laundry and home cleaning.

• New and presentable homes: Women strive to keep homes looking new and presentable, especially bathrooms and living rooms.

• Home gatherings: Good home presentation and cleanliness is closely linked to family gatherings at home (open house, breakfast)

• Taking a break: Women often discuss activities outside the home (keluar rumah, cuci mata). Likely linked to time off from readying the home for Ramadhan.

Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016 15

Food and beverage topics highlights among women

• Lunch (and lunch hour activities while fasting) are widely discussed by women on Facebook

• Recipes: Popular Indonesian food dishes are often mentioned, likely linked to recipe asks and suggestions.

• Pregnant women post about maintaining their health during Ramadhan fasting

• Health: Weight is a hot topic, a sign of women looking out for healthier, low calorie food products and recipes.

16

Shopping topics highlights among women

• Clothes shopping: Conversations around clothes shopping comes out on top, particularly for new clothes worn on Eid/Lebaran

• Electronics: Discussion about electronics, especially the TV, Playstation and mobile phones (particularly Samsung)

• Gifting and promotions are a hot topic

Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016

No.

Winning in all phases of Ramadan

18

Build brand awareness with Facebook &

Instagram video ads

Use Facebook, Instagram & Audience Network to grow your business this Ramadhan

Win newaudiences

using smart targeting with Custom/Lookalike

Audiences

Generate leads& downloads

with lead ads andmobile app install ads

Drive sales & store trafficwith Carousel ads,

Dynamic ads and Local Awareness ads

The 3 Phases of Ramadhan 2017

= Pre-Ramadhan(1 April – 26 May)

= Ramadhan(27 May – 25 June)

= Post-Ramadhan(26 June – 31 July)

Source: Placeholder text. Delete this box if source is not needed. 20

Thank you