2. Internet Penetration in Indonesia
Penetration growth of internet in
Indonesia is one of the highest in
world in the last 3 years
Source: Frost & Sullivan 2012
Mobile device is the key driver in
expanding internet penetration in
Indonesia
Source: TNS Indonesia Net Index 2012
3. Indonesian Social Media Among The World
Facebook largest countries Twitter largest countries
43 million of Facebook users in Indonesia, equals Source: CheckFacebook, Salingsilang.com,
to about 18% of the population Semiocast
19 million Twitter account in Indonesia,
generates 2 millions of tweets per day
With its extensive user’s data, With its swift and rapid stream,
Facebook can inform a lot about twitter can inform a lot about
demography activity
5. Indonesian Twitter Activity
Indonesia has the fifth most active Indonesian tweets almost all day
users in the world long, peaking in the evening
*accounts with at least one post within two months
Ubertwitter and Twitter for Blackberry,
are the most used twitter client -
indicating mobile usage as well as
prominence of Blackberry devices
Source: Sociocast, Salingsilang.com
6. Case Study 1:
Axe Facebook Page
As one of the largest Facebook page (1,8 million Likes - reached 1
million Likes in October 2011) , Axe ID page is managed with
consistent pattern that effectively attracts you men’s attention.
Most frequent posts:
1. Fresh takes on young men’ interests:
football, video game, exotic destinations
2. Axe Girls. Photos, profiles, and occasional
competition to win a date with them
3. More beautiful girls. Celebrities, footballer
girlfriends, models
4. Supporting Axe’s TVC thematic campaign
(Axe Provoke, Axe Twist)
6
AxeID : 1,858,609 likes @Axe_ID : 5832 followers
7. Case Study 2: Pocari Sweat Heavy
Rotation Dance Competition
Result: 1314 video submitted
in 30 days (1 - 30 June 2012)
A dance competition that amplify the TVC’s catchy music and dance. The original TVC
utilize the adaptation of Japan’s popular girlband AKB48 into Indonesian JKT48. The
energetic dance embodies Pocari Sweat’s slogan ‘Youth Sweat Beautiful’
Key Components:
Frequent airing TVC Emerging favor toward girlband Fun and easily replicable dance,
(run from January - June) from Japan and Korea Aspirational prizes (group trip to
provided with tutorial and
Singapore & gadgets)
downloadable music
Pocari ID : 186,411 likes @PocariID : 28,718 followers PocariID : 2,010,294 views
8. Case Study 3: Pocari Sweat
Ionopolis Social Media Game
Indonesia’s first social media game, that revolves around the
message of dehydration.
Gain points through Foursquare
Actions and points are translated from social media activity check- ins and mentions in Twitter
(check in, mention) as well as finding QR codes, trivia game, and Facebook
and product purchase.
Result: 93,700 people participated within 4 months
(Dec 2010 - Mar 2011)
Main prize: trip to Japan
for two winners
Trivia quiz along the way that test
knowledge about dehydration
Points gathered from product The game step out into real life by
purchase that utilize scratch card challenging players to find QR codes
9. Case Study 4: Acer Slimpossible
Acer introduced the slimmest ultrabook, high performance machine
crammed into an impossible 1.5 cm thin shape.
A futuristic stage was made inside mall for three days (1-3 June 2012)
where prominent twitter figures accept impossible challenges from their
followers using hashtag #Slimpossible
@zarryhendrik accepting challenge to @chantalconcetta accepting challenge
@pwgdochi, a band frontman is
mimic Agung Hercules, a singer- to arch her back, demonstrating her
challenged to make instant music
comedian-bodybuilder body shape
Acer ID : 690,506 likes @AcerID : 25,639 followers
These photos were submitted by users who participated in the live-
tweeting (reporting) contest
Results:
The stunts made Acer a buzzworthy brand among youth, overlooking
its me-too product strategy toward Apple’s Macbook Air that was
recently launched its latest series.
Indonesia became the number one search traffic in Google to
seek for ‘Acer Slim’
10. Case Study 5: WRP Diet To Go
@Rahneputri,
Writer, 28170 followers
@myartasya
Radio announcer, 14417
followers
WRP Diet To Go is a product with solid promise: weight loss in 6 days
To really demonstrate the product in a fun way, they utilize two buzzer:
@rahneputri and @myartasya - actual friends that are also prominent figure in twitter.
The girls were plotted to engage in a 6 days competition of weight loss. Followers cheered
the girls’ effort and learned about the product along the way.
Soon followers team up to support each girl. The girls need motivation as they
crave for snack every now and then. WRP product which consists of nutrition
beverage and low calorie cookies, became the hero.
At the end of the challenge, both girls reported on twitter that they loose
weight. The followers cheering and asking for more information, responded by
the recommedation to follow @WRPdiet - today’s one of the most followed
brand among Indonesian consumers
@WRPdiet : 109,375 followers
11. Key Highlights
• Relevant content is always the key to communication, but in social media the
relevance of content becomes more dynamic, it follows the current trend
and latest amusement of the target audience
• Importance of challenge and game - sometimes the level of participation and
depth of the rabbit hole is underestimated. People upload and play despite
poor internet connection
• Multiple platform adds excitement to the campaign, especially when it steps
beyond digital into real world - dancing, hunting QR codes, and take a diet
brings the campaign to life
• Emergence of Twitter as social media channel that provides real-time
engagement especially because the importance of mobile access - where
Facebook platform is still lagging behind Twitter
• Highly influencing paid buzzer or prominent figures became a common
practice, but the planned engagement and conversation is even more vital.
Pay attention to the circles of friends
