how to reach out and engage with your indonesian audience on social media?

How to reach and engage with the Indonesian audience on social media?6th October 2015

AGENDASOCIAL MEDIA INSIGHTS

Tesla Insights October 2015

1. Understand Indonesia, a strategic market2. Popular social media platforms in Indonesia3. Case study: the impact of beverage brands campaigns during Ramadhan

– social media listening analysis– quantitative and qualitative market research

4. Conclusion: how to engage with the audience in Indonesia on social media?

5. Social media listening – our methodology

Indonesia is the 4th most populous country in the world


Indonesia is one of the countries with the highest number of internet users in the world : 72.7 million out of the country’s entire population of almost 250 million were active internet users.

Jakarta is the most active city on Twitter in the world !


Indonesia has the highest proportion of internet users on Twitter than in any other country.

Indonesia is Facebook’s 4th largest market, only with 22% of the nation having internet access at home


Indonesian’s diversity : which message will resonate with the greatest number of consumers?


• 17.000 islands, 700 languages & dialects, 300 ethnicities

The importance of religion : how to be Muslim-friendly?


• Largest Muslim population in the world (87.2% of the population): heavily influenced by the traditions and values of Islam• Modernity and faith are not opposite : young Muslims are open-minded, connected and digital savy • HIJABISTAS and #MIPSTERZ (for Muslim hipsters)• Risks of backlash (eg: KFC boycott in UK because of « halal-approved chicken »

Indonesian’s mix of modernity and tradition: how to be innovative but feel local?


• Local brands are dominating the top 50• 5 top brands purchased most often are Indomie, Mie Sedaap, Royco (Unilever), So Klin and Frisian Flag (FrieslandCampina) according to Kantar Worldpanel research. • Indonesians want to move with the time, without abandoning their heritage

Indonesia’s screen consumption : multi-screen strategy is a must!


• 9h screen time a day = the highest in the world ! • 65% budget on TV ads but more time is spent on mobile phone than on TV.


Influencers in Indonesia • Top 5 pages on Facebook and Twitter shows that Indonesians like Facebook, poker, Mario Teguh (a motivational speaker), Harry Potter, Opera Van Java (impro TV comedy show), some local pop stars (Agnes Mo, Luna Maya, Sherina Munaf), phone brands, batik, motorcycles, international football players and astrology.

Source: Nineteen, eighty-four


Top 20 trending hashtags : 13 are local, including 8 related to the elections

Topics that trended in 2014:

Sports ( football)Politicians ( Elections)DisastersRamadan/Muslim HolidaysCelebrity break up ( JKT 48)Movie Release ( Raid 2)

Most popular social media platforms in Indonesia


(Messaging) (Gaming)



(Messaging)

(22-25)

Indonesia has the largest number of Path users in the world


• About 1/5th of Path users are Indonesians

•The service allows users to share with their close friends and family up to a total of 150 contacts. •Private social network

Case study: beverage brands in Indonesia during Ramadhan

Listening:• 12 main beverage brands • on all social media platforms (excluding mainstream news): Facebook, Twitter, Youtube, Instagram, Blogs, Media, Forums • in Indonesia• with English and Bahasa Indonesia. • from 1st of June to 31 July 2015• 74 251 mentions collected • 533 mentions reviewed by our analyst in Indonesia • using Synthesio tool

Limitations: • social networks privacy settings (eg: What’s App, Facebook, Path, Instagram).

Brands


Case study: overall comparison

-

Brands

Aqua Coca Cola Buavita AVERAGE IN BEVERAGE CATEGORY*

Brand Mentions

38,751 (51% total)

21,229 (28% total)

2,524 (3% total)

6,283

Sentiment of most influential mentions

6%93% 1%

1% 89%10%

100% 4%92%4%

* The average in beverage category is the average of the campaigns running during Ramadhan by beverage brands in Indonesia: Coke, Teh Botol Sosro, Pucuk Harum, Aqua and Buavita. Tesla Insights October

2015

• Twitter dominated the conversation by hosting 514 mentions out of 533 most influential mentions.

• On this Twitter Heat Map, we notice that West Java and Jakarta produced 199 tweets.

• In majority, Java is hosting most of the tweets with 240 tweet.

Twitter domination


Twitter Buzzer’s Phenomenon

• During this case study, we came across a typical Indonesian phenomenon: the Twitter Buzzers.

• A Twitter Buzzer is someone who has a Twitter account with more than 2,000 followers and is paid by brands to tweet (starting at about $21 USD per tweet). This is not only influencers but anybody with enough followers can get paid to tweet. More about it here.

• Twitter Buzzers are really helpful to make a marketing campaign go viral.


Focus: Aqua’s campaigns during Ramadhan (June-July 2015)

• #Aqua242 is an informational campaign promoting enough water consumption during fasting period : 2 glasses of water when breaking, 4 glasses at dinner, and 2 cups at dawn.

• The campaign last for a month during Ramadhan.

• #AdaAqua is an informational campaign promoting enough water consumption to prevent lack of concentration.

• The campaign #AdaAqua started in 2014, but 2 new advertising have been published on 20 May 2015.

#Aqua242 vs #AdaAqua performance in June-July

- #Aqua242 #AdaAquaTotal Campaign Mentions (in June-July)

593 7 357(AdaAqua, Aqua & Fokus)

Timeline Evolution

SharesRetweets(counted on 15/09/2015 on posts about the campaign)

1,4001,073

1,20863

Likes(counted on 15/09/2015)

29,961 28,002

YouTube views(counted on 15/09/2015)

0.9 M 1.6 M (total of the 2 ads)


Twitter buzzers tweeted an article of Media Briefing

Retweets of one joke using fokus & aqua

How did #Aqua242 campaign perform?

• In terms of number of mentions, #Aqua242 Campaign didn’t perform as good as the #AdaAqua.

• The campaign concentrates solely on useful information sharing


How did #AdaAqua campaign perform?

• #AdaAqua campaign generated a lot of buzz. • Majority of the mentions are organic from people who utilize #AdaAqua as daily term

referring to loosing focus or concentration. Many young people also utilize the wording of the campaign as a joke, which generates more retweets on twitter.

• Local celebrities in the campaign


Why did #AdaAqua perform better than #Aqua242 on social media?

Did these campaigns deliver the message successfully?

Did they have a positive impact on purchase ?


Qualitative and quantitative analysis for more insights


• Listening to the conversation on social media (FB, Twitter, Instagram…).

• Analyzing the sentiment and quantity of social media conversations.

• Identifying advocates, influencers, ideas.

• Confirming the insights through a private and targeted consumers discussion (mroc – market research online community)

• Investigating who says what and why• Co-creating new products, ideas, designs,

services• Validating through survey• Target audience: Greater Jakarta, 17-34 years

old to reflect online population

Relevant Insights

Surveys

Private online

community

Social Media

How Aqua Campaign Perform?Both campaigns get high recognition and have a very strong brand linkage, contributed by a strong brand presence.

Awareness of the campaign

Brand recall of the campaign

80%

80%

77%

77%

Ad is good at making you remember it is for Aqua 86% 88%

AdaAqua campaign has successfully enganged customers.

It’s funny, entertaining and people would love to talk about it!

In contrast, Aqua242 is less engaging regardless its relevance and believable information

Both campaigns delivered the message successfully. #AdaAqua: Loosing focus due to lack of water intake – less relevant, less believable, nonetheless it’s fun.

#Aqua242: ‘8 glasses per day is necessary for health’ – informative, relevant and believable. Though it sounds like a social awareness program.

Lack of water intake could

make you less concentrate and loosing

focus

Funny and memorable. So if we have a friend

who is loosing focus, we use the tagline in the ad

'kurang minum‘.

Educated, useful and easy to

understand. But it seems like a public social awareness

program

Eventhough we are fasting, our body

still needs 8 glasses of water.

Seems odd that mineral water can make you out of

focus. Is it due to dehydration?

A slogan ’242’

Both campaigns have positive impact on future purchase.

Brand buy most often

PRIOR VIEWING THE AD

POST VIEWING THE AD

Future intention (Brand to buy more in the next 3

months)

78%

71%

88%

87%

Conclusion: how to engage with the Indonesian audience on social media?


• Create a genuine, emotional connection (entertaining, surprise, …)

• Be aligned with local and Muslim values : transparency, family, honesty, community

• Encourage co-creation

• Include photography : Indonesians love taking photo!

• Indonesians love slapstick humor (non-sense and extreme exaggeration)

• Use influencers

88% of young Indonesians expect brand content on Facebook to be entertaining



Khong Guan biscuits campaign

• Indonesians like to use the brands identity for making jokes


Our approach to understand your customer better

LISTEN- Using the latest existing tools- Manual sentiment analysis by dedicated country analysts- Cutting the noise by answering strategic questions

INSIGHTS

VALUE- Identify needs gaps- Create impactful campaigns- Leverage the right channels & influencers- Identify crisis before it spreads

REFERENCES


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