THANK YOU

Seno Pramuadji Digital Gatekeeper

Twitter: @seno_pramuadji www.about.me/senopramuadji

PERJALANAN KARIER? PRESENT: SOCIAL MEDIA & DIGITAL ACTIVATION Brand & Marketing Communication Smartfren Telecom, Tbk PAST: PT LEJEL HOME SHOPPING B;INTEGRATED (AGENSI IKLAN) MANGGA DUA SQUARE KINO CORP (FMCG) RADIO PRAMBORS SEMARANG

+1.619 members https://www.facebook.com/groups/Social.Media.Strategist/

IN

DIGITAL BEHAV IOUR

>> I N D O N E S I A

Batik: Vidyahansinaga.com

AGE •  SEE BEYOND DATA ON INDONESIA’S DIGITAL

LANDSCAPE •  HOW IS CUSTOMERS IN DIGITAL •  DIGITAL MEDIA in INDONESIA •  INSIGHTS on DIGITAL BEHAVIOUR in INDONESIA

NDA

RESP •  KNOWING THE DATA AND JOURNEY •  HOW TO PLAN YOUR MEDIA •  GET A CLUE of WHAT’S YOUR CUSTOMER IS DOING •  GRAB an OPPORTUNITY FOR NEW CLIENTS?

ONSE

DIGITAL landscape

Source: eMarketer, 2013

±73 ONLINE POPULATION

in INDONESIA

MILLION

Source: Kominfo 2014

28% INTERNET USER penetration in INDONESIA EVERY YEAR

INTERNET USER *in millions

63

82

107

139

Source: Kominfo 2014, proyeksi APJII

2012 2013 2014 2015

female male

DEMOGRAPHIC

Source: : APJII, Profil Internet

Indonesia, Des 2012

48,4

51,5

51

49

Source: We Are

Social SG JAN 2014

DEMOGRAPHIC

urban

rural

urban rural

DEMOGRAPHIC by AGE

9,9 %

11,6 %

10,9 %

9,1 %

14,2 %

11,8 %

10,9 %

10,1 %

6%

3,1 %

Source: : APJII, Profil Internet Indonesia, Des 2012

INTERNET USER IS DOMINATED By YOUNGER GENERATION 12 – 34 years old (58,4 %)

10,1 %

Source: : APJII, Profil Internet

Indonesia, Des 2012

BASED ON EDUCATION

20,8%

11,1%

47,9 %

7,5%

1,3%

ELEMENTARY

JUNIOR HIGH

HIGH SCHOOL

DIPLOMA

S1

S2

21,5% ENTREPRENUER

15,1 % BLUE COLLAR

63,4% WHITE COLLAR

PROFESSION at WORK

TOP CITIES FACEBOOK (million users)

Source: Social  Bakers  2013,  Forbes  

BANGKOK

ISTANBUL

SAO PAOLO

MEXICO

BOGOTA

MUMBAI

LONDON

BUENOS AIRES

SANTIAGO

JAKARTA

8,7

7,0

3,5

6,0

7,4

4,2

3,7

5,7

6,1

4,1

Source: Social  Bakers,  Forbes    

TOKYO

LONDON

SAO PAOLO

NEW YORK

CHICAGO

RIYADH

JAKARTA

BANDUNG

LOS ANGELES

PARIS

TOP CITIES TWITTER (% of global tweet)

2,4

2,0

0,8

1,8

2,3

1,1

0,9

1,3

1,9

0,9

MONTHLY MOBILE USERS

61M PEOPLE USE FB EVERY MONTH

in INDONESIA

ON AVERAGE, MORE THAN

69M PEOPLE USE FB EVERY MONTH IN INDONESIA

31M PEOPLE USE FB

EVERYDAY in INDONESIA

THAT'S

89 of INTERNET USERS in INDONESIA

Source: FACEBOOK  INTERNAL  

Source: Facebook  internal  

Spent on TV and Digital

online

Magazine

Newspaper

Radio

Watch TV

41

4 9 6

41

15 of People media time is spent in FB

2.614.214 TOTAL LINKEDIN USERS

#3 FASTEST GROWING POPULATION

RANK 18 Socialbakers (Global,2014)

LINKEDIN in INDONESIA

11,01 PENETRATION of ONLINE POPULATION

3 INDUSTRIES OIL & ENERGY, TELECOMMUNICATION, TI & SERVICE

Source: Linkedin 2012, Socialbakers 2013

4 MILLION USERS in INDONESIA

30 % TRAFFIC AROUND the WORLD

USD 25 M Bakrie Global GROUP INDONESIA INVESTMENT 23.000.000

USERS in THE WORLD

DOMINATING

PATH in INDONESIA

Source: Dave Morin, CEO Path’s statement, 2014

SOCIAL MEDIA USE

ANY SOCIAL NETWORK

FACEBOOK

TWITTER

GOOGLE+

LINKEDIN

INSTAGRAM OWN AN ACCOUNT

USED in THE PAST MONTH

98%

93%

32%

80%

79

74%

39%

41

59

33

15

12

Source: We Are Social SG JAN 2014

TOTAL POPULATION

ACTIVE INTERNET USER

ACTIVE SOCIAL MEDIA

USERS

ACTIVE MOBILE SOCIAL USERS

SOCIAL INDICATORS

251.2 MILLION

71.2 MILLION

70 MILLION

48 MILLION

Source: We Are Social SG AUGUS 2014

ACTIVE MOBILE SUBSCRIPTIONS

MOBILE BROADBAND SUBSCRIPTIONS AS A PERCENTAGES of TOTAL POPULATION

PERCENTAGE of MOBILE SOCIAL as a PERCENTAGE of the TOTAL POPULATION

MOBILE STATS

314.3M 32 52M 21

ACTIVE SOCIAL MEDIA USERS ACCESSING SOCIAL MEDIA on a MOBILE DEVICE

##  

Source: We Are Social SG AUGUST 2014

ALMOST HALF OF USERS WHO WATCH VIDEO ONLINE IN INDONESIA ARE 15-24 yo Source: ComScore Video Metrix 2012

TIME ON SITE PER SESSION 18 MINUTES

Source: Youtube, 2013

HOURS OF VIDEO VIEWED/DAY

900.000 Source: Youtube, 2013

COME FROM MOBILE

22 OF VIEWS

Source: Youtube, 2013

COME FROM MOBILE

22 OF VIEWS

Source: Youtube, 2013

TOP TEN YOUTUBE ARTIST dengan SUBSCRIBER & VIEWS TERBANYAK

RADITYA  DIKA  1,372,632  44,888,047  

EKA  GUSTIWANA  235,934  

19,613,087  

NATASHAFARANI  69,083  

16,261,068  

GAMAL1990  73,344  

13,950,680  

EDHO  ZELL  15,142  

10,617,590  

MALESBANGET.COM  213,453  

14,528,423  

WITA  W.  22,078  

11,203,954  

BAYU  SKAK  133,813  

10,415,800  

SACHA  STEVENSON  178,866  9,476,692  

AARON  ASHAB  107,284  4,894,395  

SOURCE:  www.socialblade.com/youtube/top/country/ID/mostsubscribed,  2014)  

WHAT DO PEOPLE WATCH?

VIDEO CLIPS

MOVIES

TUTORIALS

CAT VIDEOS

BABY VIDEOS

MOST WATCHED VIDEO? BOX OFFICE KOREAN DRAMA FILM INDONESIA WESTERN ANIME

1 2 3 4

5

DIGITAL behaviour

BEFORE: FINDING & READING INFO/NEWS on NEWSPAPER

AFTER: NEWS PORTAL via DESKTOP

BEFORE: NEGO/PRICE BARGAINING AT TRADITIONAL

AFTER: SHOPPING ONLINE, Even FOR FRESH GOODS

AFTER: YOU CAN BARGAIN THINGS WHEN YOUR SHOPPING ONLINE

5.5 hour TOTAL MEDIA TIME SPENT IN INDONESIA

Source: iNMOBI FEB 2014

71 IS USING MOBILE WHILE WATCHING TV

Source: iNMOBI FEB 2014

THERE IS EVIDENCE SUGGESTING CAMPAIGNS THAT REACH THE SAME AUDIENCE THROUGH BOTH THE INTERNET AND TELEVISION PERFORM BETTER IN TERMS OF BRANDING.

4% DESKTOP/LAPTOP 15% EVENLY SPLIT BETWEEN MOBILE & LAPTOP 41% MOSTLY VIA MOBILE PHONE 40% ONLY VIA MOBILE PHONE

HOW DO YOU TYPICALLY GO ONLINE TO SURF THE WEB:

Source: iNMOBI FEB 2014

Source: ALEXA.com

2014

DETIK.COM

KOMPAS.COM VIVA.CO.ID

MERDEKA.COM

TRIBUNNEWS.COM

1 2

3 4 5

6 7 8

9

OKEZONE.COM

LIPUTAN6.COM

BOLA.NET

TEMPO.CO

THE BIG PLAYER in INDONESIA

Source: ALEXA.com

2014

KAPANLAGI.COM

21CINEPLEX.COM

MALESBANGET.COM

SOOPERBOY.COM

1 2

3 4 5

NONTON.COM

TOP 5 ENTERTAINMENT WEB

THE RISE Of

SMARTPHONE

23 77 SMARTPHONE FEATURE PHONE

Source: Nielsen, Sept 2013

Source: We Are Social SG JAN 2014

SMARTPHONE USERS SEARCH

FOR LOCAL INFO BY PHONE 14

SMARTPHONE USERS PURCHASE ONLINE by PHONE

57

Source: We Are Social SG JAN 2014 Source: E-MARKETEERS 2014

CASHFLOW FROM E-COMMERCE

94 T

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

IND PHI THA MAL SIN

SMARTPHONE OWNERSHIP AMONG INTERNET USERS

53

35 4 9

ANDROID OS BB

WINDOWS IOS

Source: InMobi, Mobile Media Consumption

24

20 16

14 12 8

GROWTH in

MOBILE USAGE is COMING FROM

SOCIAL MEDIA&

ENTERTAINMENT

WHAT INDONESIAN SEARCH

Source: InMobi, Mobile Media Consumption

SOCIAL MEDIA

ENTERTAINMENT

GENERAL INFO

E-MAIL

GAMES

SHOPPING

DIGITAL MOBILE

69 35

29 17

14 6 6

In INDONESIA,

PEOPLE LIKE TO USE

MOBILE PHONE when

THEY’RE ALONE

WHERE PEOPLE ONLINE?

Source: InMobi, Mobile Media Consumption

IN BED

WAITING

WATCHING TV

SPEND TIME W/ FAMILY

COMMUTER LINE

MEETING/CLASS

BATHROOM

600M 438M

490M 140M

MORE CHAT PLEASE..(GLOBAL)

Source: WE ARE SOCIAL SG 2014

WHATSAPP MONTHLY ACTIVE USERS

WECHAT MONTHLY ACTIVE USERS

LINE REGISTERED USERS

KAKAO REGISTERED USERS

43 37

36 23

20 16 16

INDONESIANS ARE A VERY SOCIAL

AND “CHATTY” MARKET

INDONESIAN LIKES TO CHAT...A LOT

Source: On Device Research 2013

WHATSAPP

BBM

LINE

FB MESSENGER

WECHAT

KAKAOTALK

SKYPE

DIGITAL media

INDONESIA MEDIA CONSUMPTION

TELEVISI

NEWSPAPER RADIO

1

4 3

43,5

8,7 17,4

INTERNET

2

30,4

INTERNET USER IS DOMINATED By YOUNGER GENERATION 12 – 34 years

Source: Nielsen, eMarketer, 2012

READING BY DEVICE

2

27

6

7

Source: iNMOBI FEB 2014

1

31

3

16

9

5 4

10

THA IND PHI MAL

Source: GlobalWebIndex Q1 - Q2 2014

CONSUMERS PLACED THE HIGHEST LEVEL OF TRUST IN WORD-OF-MOUTH ENDORSEMENTS

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

85

TELEVISION, MAGAZINE AND NEWSPAPER! ((STILL) THE MOST-TRUSTED FORMS OF PAID ADVERTISING

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

74

INDONESIANS SAID THEY TRUST CONSUMER-CONSENTED EMAIL MESSAGES

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

68

ONLINE BANNER ADS ALSO RECORDED A POSITIVE SHIFT IN TRUST LEVELS

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

48

INDONESIANS TRUSTED ADS IN SEARCH ENGINE RESULTS

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

57

INDONESIAN CUSTOMERS TRUSTED ONLINE VIDEO ADS (e.g: YOUTUBE)

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

52

CUSTOMERS BELIEVES BRAND WEBSITES TO BE CREDIBLE

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

75

ONLINE AD SPEND IS GROWING RAPIDLY in ASIA PACIFIC BY 2015 - PricewaterhouseCoopers

Source:  Nielsen’s  Global  Survey  of  Trust  in  Adver[sing  

$34 BILLION

RECAP

HAMPIR 74 INTERNET USER, 16-25 IS POTENTIAL MARKET

HABIS BANYAK WAKTU DI SOCIAL MEDIA+VIDEO

FB IS STILL BIG in INDONESIA DESPITE NEW SOCIAL MEDIA

SENANG GOSIP, NGOBROL DI IM (INSTANT MESS)

ONLINE ADS IS GROWING BETTER THAN BEFORE

ORANG INDONESIA SUKA MENG-EKSPLORE MEDIA SOSIAL

ONLINE VIDEO & MOBILE IS THE FUTURE

LEBIH PD VIEWERS, BUKAN UPLOADERS

TV IS REPLACE BY SOCIAL MEDIA

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THANK YOU Seno Pramuadji SOCIAL MEDIA & DIGITAL ACTIVATION

Twitter: @seno_pramuadji www.about.me/senopramuadji