MICROSITES

CREATING BUZZ ON SOCIAL MEDIAErnest Prakasa’s GetawayPremium Cabs in JakartaVote New Holycow’s Logo in TwitterInem’s Challenges

MUSIC AND CINEMA ON SOCIAL MEDIA

SOCIAL CAUSES ON SOCIAL MEDIA

RISE OF WEB SERIES

TWEET TALKS

HAVING BIG FOLLOWERS AND LIKES

BRAND CAMPAIGNS TO 18+ TARGET

THE OTHER SIDE OF COINHuman TraffickingPorn ActivitiesProducts Promoted to UnderageSpams Evolved

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BACKGROUNDBRAND CAMPAIGNS ON SOCIAL MEDIA

FacebookTop 10 Facebook Brands by Number of FansBrand CampaignsFacebook Social AdsSocially Devoted Brands in Facebook

TwitterTop 10 Twitter Brands by Number of FollowersBrand CampaignsCelebritweets

YouTube

Kaskus

Instagram

Pinterest

Google Plus

Multiply

LinkedIn

Mig33

Mindtalk

510

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TABLE OF CONTENTS

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ccording to Socialbakers, there are 47.3 millions of Indonesian users on Facebook. A rapid user growth was

happening in September 2012, about 19.14% compared to global user growth 5-10%. Does this number represent real users? Suspiciously, those are fake accounts. Usually they are bots that were designed to spam on other valid user accounts.

We are now reaching the end of 2012. Internet users number in Indonesia has reached 55 millions of people, with 80% of them has accessed Facebook. According to Alexa, currently the most visited social media sites are Facebook, Twitter, and YouTube.

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Twitter has also become more popular. According to We Are Social research, 80% of Indonesia’s internet users has accessed Facebook, while 41% of them has also accessed Twitter. Semiocast’s research in July concluded that Indonesia has almost 30 million Twitter accounts, with Jakarta and Bandung as two of the busiest Twitter cities.

YouTube Indonesia was established in June 2012. About 70 percent of YouTube viewers are outside the United States. In Asia, Indonesia boasts the highest potential viewer count. Now, more local brands have their own brand page in YouTube, and YouTube has also become one of popular media placement channel for local brands. Creating brand page in YouTube might not as easy as creating brand page on Facebook, since it would require brands to cooperate directly with YouTube Indonesia. It’s one of premium offer provided by YouTube.

IN ASIA

vs

80%INTERNET USERSWHO HAVE USEDFACEBOOK IN THEPAST MONTH

INTERNET USERSWHO HAVE USEDTWITTER IN THEPAST MONTH

77%72%

69% 67%

61% 59% 58% 57%

32%

22%26%

21%

41%35%

25%

9%

20%

27%

6%

29%

16%

SEPTEMBER 2012

A BBC investigation in September concluded that a rash of fake profiles becomes Facebook advertisers’ concern. Afterwards, several Indonesian Facebook brand page accounts reported that their fans are decreasing. Is it because of Facebook’s concern of those fake accounts and permanently deleted them?

List of Countries on Facebook

DECEMBER 2012

Last 6 months Last 3 months Last months Last 2 weeks Last weeks

Country

1 United States

2 Brazil

3 India

4 Indonesia

5 Mexico

6 United Kingdom

7 Turkey

8 Philippines

9 France

10 Germany

Number of Users

168 742 860

62 240 840

60 843 200

50 261 100

39 755 120

33 876 820

31 934 520

29 929 520

25 411 440

25 222 800

Penetration

54.39%

30.95%

5.19%

20.69%

35.35%

54.33%

41.04%

29.96%

39.23%

30.83%

(+/- %)

+3.14%

+8.89%

+12.00%

+12.19%

+5.57%

+6.43%

+2.59%

+2.52%

+3.07%

+3.66%

Change

+5 293 460

+5 535 920

+7 299 620

+6 128 180

+2 212 380

+2 178 820

+825 760

+754 280

+779 540

+922 460

Usually it’s only5-10% increasment

More fakeaccounts?

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Kaskus - that now change its visual looks and web experiences, Mig33 - that has social media roots on mobile, Instagram - that becomes tremendously popular after the application was deployed for Android OS, Pinterest - that is mostly used by women for currating beauty and fashion stuffs, and also Google Plus - that has niche user base in Indonesia.

Koprol, that is quite popular two years ago, is now defunct. Yahoo! is not going to support the product again. The original founders of Koprol would retain the name, though if they want to rebuild it, they must develop it again from scratch.

Multiply, after its relaunch in Indonesia, is now for commerce purpose only. Multiply has stopped supporting its social media service (photos, videos, blogs social messaging, etc) in December 2012. The blog was the one thing that originally made Multiply brand famous to Indonesian internet users. Multiply will focus its business in developing commerce platform for small medium business.

Other notable social media channels that are used by Indonesian internet users are:

However, according to ComScore video matrix, taken in June 2012, the number of Indonesian internet users who watch video online are still low compared to other Asian countries. Per internet user in Indonesia only watch 54 videos online, while the global average is 159 videos watched online.PREVIE

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Brand with the most Facebook fans are Yamaha Motor Indonesia (2.7 millions with 165,300 new fans per month), Surfer Girl (2.5 millions with 48,800 new fans per month), Blackberry Indonesia (2.1 millions with 143,400 new fans per month), Chocolatos (1.9 millions with 14,200 new fans per month), Axe Indonesia (1.8 millions with 28,300 new fans per month), Tango Wafer (1.5 millions with 149,500 new fans per month), Dunia Cewe – Kotex (1.5 millions with 55,100 new fans per month), Kratingdaeng Indonesia (1.3 millions with 70,700 new fans per month), XL Axiata (1.3 millions with 39,300 new fans per month), and Clear Indonesia (1 million with 60,500 new fans per month).

It’s also interesting that on November 14th, 2012 BlackBerry Indonesia created a status update that received the most engaging post of that current month, according to Socialbakers.com. The post has more than 285,000 likes, 8,800 comments, and is shared more than 3,300 times, claiming total more than 297,000 interactions. Of course as any other comments on other Facebook pages, there are some comments that unrelated with the post, even though it’s relatively small compared to the whole comments.

FACEBOOKTOP 10 FACEBOOK BRANDS BY NUMBER OF FANS

BRANDCAMPAIGNS ONSOCIAL MEDIA

According to Socialbakers, these are the Top 10 Facebook brands measured by total number of fans

(www.socialbakers.com/blog/1107-november-2012-social-media-report-facebook-pages-in-indonesia).

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BRAND CAMPAIGNS

Since 2010, a lot of Indonesian brands have done a lot of campaigns using Facebook. Usually, those activation campaigns were build as Facebook application, and installed as tab in brand’s Facebook page. Local brands usually create new custom build applications, while regional brands such as Unilever Indonesia utilize ready-to-use application system such as Buddy Media. This kind of application is used when the campaign are done globally and need to be localized for each country.

In March 2012, Downy Indonesia created an interactive movie called “The Scent of Passion” in their Facebook page. The movie, directed by Nia Dinata, was split into several parts. There are several options after story the user may select, making it the first choose-your-own video story campaign in Indonesia. Overall until the ending, there are 4 sequentials with total 9 episodes.

Another post that received lots of interaction in November is created by Pantene Indonesia on November 22nd 2012, promoting Swissshers video contest. The post receive 136,700 likes, 3,800 comments, and is shared more than 1,100 times, claiming total more than 141,600 interactions. Currently there are more than 70 videos have been submitted for the contest.

A Facebook post does not necessarily has good interaction quality even though it has received many likes, comments, and shares. Great in comment numbers does not necessarily count as good quality. It should be checked further whether there are spam comments in the list, and whether the comments are correlated with the post. Brands of telecommunication providers or airflights usually received lots of negative feedbacks in the comments. Any kind of post published (either it is promotion, or just fun status update) will always be followed by consumers who protest about the brand in the comment sections. Usually these kind of negative comments are neglected by the brand, since those comments are uncorrelated with the post. PREVIE

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During Ramadhan, many brands create something interesting on their Facebook page. One of them is Nokia Indonesia who created “Bebaskan Gaya Maafan Kamu!” (loosely translated to “Free Your Forgiving Syle”). Users might submit their Ramadhan greeting. Three users with best greeting would win Nokia Asha. There are more than 4,600 greeting submissions were received. The next phase, these three greetings along with several new greetings were created as ecards. Users may send these Ramadhan ecards to their friends.

During May-June 2012, Philips Aquatouch creates a contest specifically targeted for men. The winner will go on a trip to Polandia, to watch one of semifinals of Euro Soccer Championship. Participants have to submit a photo on how

confidence they are during shaving. The competition received 170 photo submisisons, and 3 winners were selected to fly to Polandia.

In June-July 2012, Rexona created a campaign called “Kenapa Enggak?” (can be translated to “Why Not?”) on their Facebook page. Targeted for girls, they may submit their version of “Kenapa Enggak” to show that what they can do to inspire other girls to do the same. The campaign received 3,980 submissions on Facebook. Rexona also promoted the campaign on Twitter, encouraging other users to share the same thing using #kenapaenggak hashtag. On Twitter, the hashtag was shared on 4,300 tweets.

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