Reach 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 market
2. Popular social media platforms in Indonesia
3. Case study: the impact of beverage brands campaigns during Ramadhan
– social media listening analysis
– quantitative and qualitative market research
1. Conclusion: how to engage with the audience in Indonesia on social
media?
2. 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)
Disasters
Ramadan/Muslim Holidays
Celebrity 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.

• 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 #AdaAqua
Total Campaign
Mentions (in June-July)
593 7 357
(AdaAqua, Aqua & Fokus)
Timeline Evolution
Shares
Retweets
(counted on 15/09/2015 on
posts about the campaign)
1,400
1,073
1,208
63
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
communit
y
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

Thank you !
Let your customers decide your next move.
Go where they express emotions.
Let us help you refine the raw data into gold insights.
About Tesla Insights
We are offering actionable social media insights to help you connect with your customers main concerns,
passions and aspirations, in Asian markets.
Please do get in touch for more custom social media insights for your own needs:
www.teslainsights.com
martin.pasquier@agencetesla.com

Reach Indonesian Audience on Social Media

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