1) The document discusses trends in social media marketing in Indonesia, including brands using music/video content, gaining insights from big data, using mobile platforms, implementing customer service strategies, and creating valuable content. 2) It provides examples of brands partnering with artists on music/videos, analyzing sentiment data to understand insights, designing for mobile experiences, responding to customer issues on Twitter/Facebook, and using humorous social media accounts to engage audiences. 3) Successful strategies include creating branded entertainment, filtering big data for context, tailoring designs for mobile, addressing complaints socially, and generating shared/liked visual and written content.

1. 5 INDONESIA’S SOCIAL MEDIA
PREDICTIONS IN
@pitra

2. Online Branded Entertainment
Brands look for other opportunity in social media, adapting what’s Samsung sponsored new single for Raisa,
successful in traditional media. Music and video are few examples that with design materials in her music video
brands will transform from offline to online. Music and video are created by taken from the brand’s contest.
already famous creative individuals, who also happen to be known by many
in Twitter or Facebook. Brands facilitate the process by crowdsourcing part Joko Anwar already directs 3 short videos
of the creative idea to their fans and followers. Brands also fund the in 2012, for Acer, Sun Life Financial, and
production cost in return for product placement inside the music and video. CloseUp. All movies are published online.

3. Getting Insights from Big Data
Lots of Indonesia’s brands have participate in social media conversation for the past year. Thousands of tweets
happening in just Jakarta every day, making it one of busiest Twitter cities. Talks about brands are happening every
seconds, sometimes without brands realizing it. Some tweets are valid, containing information about brands’
sentiments, while others become noise that make information become harder to understand. This big data should be
filtered, put into some context, so brands could understand new insights that could be used for future’s programs. This
is no easy task since brands and their agencies are still focus on the data (mentioned tweets, impressions, total likes, etc.)
and have little experience in learning insights from the captured data.

4. Mobile Social Media
Most people access social media using mobile, either by downloading apps Levi’s Indonesia creates various QR code
or by browsing the mobile site. Several local mobile operators now give free design for many different jeans style in
access when users access Twitter and Facebook’s mobile site. Since user their store. This QR code will take users to
experience on mobile is different than PC, brands will have to create different gallery in Levi’s microsite. Users
different design for each medium. Mobile interfaces should be streamlined can see how each jeans style worn by
and designed for fast loading. Features such as geo location, near field regular people who contribute their
communication (NFC) could enrich brand experience in mobile. Mobile photo in the microsite.
should become brands’ first point of contact to customer.

5. Customer Care Goes Social
Aside of using social media for marketing and public relation purpose, Telecommunication providers, XL Axiata
brands also use the channel for customer service. They provide questions and Indosat create specific customer care
and answers about products and services. They serve as consumers’ first account in Twitter to immediately respond
point of contact in social media whenever problem arise. Consumers tend to to consumers’ problem online.
complain about brands in social media because it’s easy. Brands’ customer
care should immediately respond to the problem, before it’s turned to a First Media, a cable television and internet
snowball effect. company, integrates its hotline withTwitter
customer service.

6. Content is the Most Valuable Asset
Brands’ social media accounts live with contents. In Facebook, brands are Pocari Sweat’s Twitter account represented
challenged to create creative contents, in visual and wording. Compelling by a character named Pocariman who
contents would be easily spotted, and most importantly, liked, shared, and tweet brand’s message in a casual way.
commented by users. Contents should still represent brands’ characteristic
while also keeping audiences excited. Pseudonym accounts in Twitter are Kurang Asem candy contents in Facebook
usually smart in creating such contents, making their tweets favorited and are funny and witty, so users like to share
retweeted hundreds of time. them.