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1. TABLE OF
CONTENTS
59 MICROSITES
5 BACKGROUND
71 CREATING BUZZ ON SOCIAL MEDIA
10 BRAND CAMPAIGNS ON SOCIAL MEDIA
W
71 Ernest Prakasa’s Getaway
10 Facebook 73 Premium Cabs in Jakarta
10 Top 10 Facebook Brands by Number of Fans 74 Vote New Holycow’s Logo in Twitter
13 Brand Campaigns 75 Inem’s Challenges
IE
21 Facebook Social Ads
23 Socially Devoted Brands in Facebook 77 MUSIC AND CINEMA ON SOCIAL MEDIA
24 Twitter
24 Top 10 Twitter Brands by Number of Followers 88 SOCIAL CAUSES ON SOCIAL MEDIA
EV
25 Brand Campaigns
32 Celebritweets 92 RISE OF WEB SERIES
35 YouTube
96 TWEET TALKS
41 Kaskus
43 Instagram 103 HAVING BIG FOLLOWERS AND LIKES
PR
47 Pinterest
106 BRAND CAMPAIGNS TO 18+ TARGET
49 Google Plus
52 Multiply 112 THE OTHER SIDE OF COIN
112 Human Trafficking
54 LinkedIn
113 Porn Activities
55 Mig33
114 Products Promoted to Underage
57 Mindtalk 115 Spams Evolved

2. W
IE
EV 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
PR
media sites are Facebook, Twitter,
and YouTube.
ccording to Socialbakers, there are
47.3 millions of Indonesian users on
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
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.
5

3. Usually it’s only Twitter has also become more popular.
5-10% increasment 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
More fake that Indonesia has almost 30 million Twitter
accounts? accounts, with Jakarta and Bandung as two of
the busiest Twitter cities.
List of Countries on Facebook
W
Last 6 months Last 3 months Last months Last 2 weeks Last weeks
INTERNET USERS 80%
WHO HAVE USED 77%
FACEBOOK IN THE 72%
Country Number of Users Change (+/- %) Penetration PAST MONTH
69%
67%
vs
61%
1 United States 168 742 860 +5 293 460 +3.14% 54.39% 59% 58% 57%
2 Brazil 62 240 840 +5 535 920 +8.89% 30.95%
IE
41%
3 India 60 843 200 +7 299 620 +12.00% 5.19% INTERNET USERS
35%
32%
WHO HAVE USED 27%
29%
4 Indonesia 50 261 100 +6 128 180 +12.19% 20.69% TWITTER IN THE
25%
21% 22%
26%
PAST MONTH 20%
16%
5 Mexico 39 755 120 +2 212 380 +5.57% 35.35%
IN ASIA
9%
6%
6 United Kingdom 33 876 820 +2 178 820 +6.43% 54.33%
7
8
9
Turkey
Philippines
France
10 Germany
DECEMBER 2012
31 934 520
29 929 520
25 411 440
25 222 800
EV +825 760
+754 280
+779 540
+922 460
+2.59%
+2.52%
+3.07%
+3.66%
41.04%
29.96%
39.23%
30.83%
SEPTEMBER 2012
YouTube Indonesia was established in June
2012. About 70 percent of YouTube viewers are
outside the United States. In Asia, Indonesia
PR
boasts the highest potential viewer count. Now,
A BBC investigation in September concluded that a rash more local brands have their own brand page
of fake profiles becomes Facebook advertisers’ concern. in YouTube, and YouTube has also become
Afterwards, several Indonesian Facebook brand page one of popular media placement channel for
accounts reported that their fans are decreasing. Is it local brands. Creating brand page in YouTube
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
because of Facebook’s concern of those fake accounts might not as easy as creating brand page on
and permanently deleted them? Facebook, since it would require brands to
cooperate directly with YouTube Indonesia. It’s
one of premium offer provided by YouTube.
6 7

4. W
Other notable social media
channels that are used by
Indonesian internet users are:
Kaskus - that now change its visual looks and
IE
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
EV
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
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
PR
countries. Per internet user in Indonesia to rebuild it, they must develop it again from
only watch 54 videos online, while the global scratch.
average is 159 videos watched online.
Multiply, after its relaunch in Indonesia, is
now for commerce purpose only. Multiply has
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
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.
8 9

5. 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
BRAND with 48,800 new fans per month), Blackberry
Indonesia (2.1 millions with 143,400 new fans
CAMPAIGNS ON per month), Chocolatos (1.9 millions with 14,200
SOCIAL MEDIA 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),
W
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
FACEBOOK per month), and Clear Indonesia (1 million with
IE
60,500 new fans per month).
Top 10 Facebook Brands by Number of Fans
It’s also interesting that on November 14th, 2012
According to Socialbakers, these are the BlackBerry Indonesia created a status update
Top 10 Facebook brands measured by total that received the most engaging post of that
EV
number of fans current month, according to Socialbakers.com.
The post has more than 285,000 likes, 8,800
(www.socialbakers.com/blog/1107-november-
comments, and is shared more than 3,300 times,
2012-social-media-report-facebook-pages-in-
claiming total more than 297,000 interactions.
indonesia).
Of course as any other comments on other
Facebook pages, there are some comments
that unrelated with the post, even though
PR
it’s relatively small compared to the whole
comments.
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
10 11

6. Another post that received lots of interaction in Brand Campaigns
November is created by Pantene Indonesia on
Since 2010, a lot of Indonesian brands have
November 22nd 2012, promoting Swissshers
done a lot of campaigns using Facebook.
video contest. The post receive 136,700 likes,
Usually, those activation campaigns were build
3,800 comments, and is shared more than
as Facebook application, and installed as tab in
1,100 times, claiming total more than 141,600
brand’s Facebook page. Local brands usually
interactions. Currently there are more than 70
create new custom build applications, while
videos have been submitted for the contest.
regional brands such as Unilever Indonesia
utilize ready-to-use application system such as
W
Buddy Media. This kind of application is used
when the campaign are done globally and need
to be localized for each country.
IE
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
EV
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
PR
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
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
those comments are uncorrelated with the post. 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.
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7. 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
W
IE
During Ramadhan, many brands create
something interesting on their Facebook page.
EV
confidence they are during shaving. The
competition received 170 photo submisisons,
and 3 winners were selected to fly to Polandia.
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
PR
In June-July 2012, Rexona created a campaign
greetings along with several new greetings
called “Kenapa Enggak?” (can be translated
were created as ecards. Users may send these
to “Why Not?”) on their Facebook page.
Ramadhan ecards to their friends.
Targeted for girls, they may submit their version
of “Kenapa Enggak” to show that what they
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
SOCIAL MEDIA LANDSCAPE IN INDONESIA 2012
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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