Juara social media methodology report (english)

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TABLE OF CONTENTS

THE DEVELOPMENT AND GROWTH OF INTERNET AND SOCIAL MEDIA IN INDONESIA 3

WHAT IS jUARA SOCI@L MEDiA ! 5

WHO IS jUARA SOCI@L MEDiA ! 5

WHEN IS jUARA SOCI@L MEDiA ! 7

WHY jUARA SOCI@L MEDiA ! 7

WHAT DOES jUARA SOCI@L MEDiA ! MEAN to INDIVIDUAL AND CORPORATIONS 8

HOW TO MEASURE jUARA SOCI@L MEDiA ! 10

jUARA SOCI@L MEDIA ! – INDONESIA MOST FAVORABLE BRANDS IN SOCIAL MEDIA 12

jUARA SOCI@L MEDIA ! – INDONESIA MOST INFLUENTIAL PERSONALITY IN SOCIAL MEDIA 19

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THE DEVELOPMENT AND GROWTH OF INTERNET AND SOCIAL MEDIA

IN INDONESIA Indonesia is one of the Asia’s Top 5 Internet users, with 1,150% growth rate, from 2 million users in 2000 to 30 million in 2009 (source: Internet World Stats)

The advancement of the internet and its associated technology has provided individuals, societies, and business in general the ease of acquiring information, exchanging ideas, collaborating, and communicating.

Almost all imaginable information is available in the internet and it’s only a few clicks away. Sites and applications emerge, with push and support to social interactions, and they are opening new ways of connecting and interacting with each others.

Not only new ways of connecting and interacting with each others, a new trend of social media is now slowly shifting away the necessity to physically meet and greet, as it can be achieved through Facebook’s status updates, Twitter’s postings, or Foursquare’s check-ins.

Ranked 5th

in

Asia

33,000,000 user

12,5% penetration

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Social media is big in Indonesia. Up to December 2009, Indonesia is one of the worldwide top 4 Facebook users, with 1,536.7% growth in a year. Now Indonesia moved up to rank 2, with 26 million users by the end of 2010, as this report is written.

Not only with Facebook, Indonesia has claimed its own place in Twitter land. Indonesia is now the 1st rank in the world, with 20.8% penetration growth, and Jakarta is known as “Twitter Capital of Asia”.

In addition to social media activity, Indonesia ranked high in the Google search activity, as well. In 2009, Indonesia recorded 2/.7 billion searches in Google.

The growth of social media and internet in Indonesia could potentially be beneficial to individuals, as well as corporations, to positively build their images and as a medium to promote their brands. The question is what are the available mechanism and the measurements?

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WHAT IS jUARA SOCI@L MEDiA?

jUARA SOCI@L MEDiA ! is a reward intended for the social media enthusiasts (brands and

personality) who have utilized digital world as a business or personal branding tools. Their

successes are the contributors to their own respective areas and the growth of digital sphere

in Indonesia.

WHO IS jUARA SOCI@L MEDIA?

The initiator of jUARA SOCI@L MEDiA ! are Indonesian who cares about the development of social media as the new media channel for individuals and corporations alike, not only to positively enhance their brand and images, but also expand their target market.

The following are the short profile of who is behind the jUARA SOCI@L MEDIA ! :

SITTI

Established in 2010, SITTI is contextual online advertising platform in Bahasa Indonesia. SITTI platform covers more than 600 million webpages and weblogs in Bahasa Indonesia, to alleviate the advertiser in reaching their market in digital. SITTI also bridges the site or blog owners to utilize their pages for ads space from SITTI ad inventory.

Contextual advertising is defined as to serve the relevant ads to site visitors whose profiles match the intention of the ad / brand owner; from age, sex, to life style. From here, SITTI then read and match the keywords against millions of relevant advertising within the SITTI ad inventory.

It is now the current advertising trend, based on the technology that is able to target the audience triggered by the keywords typed in by the site visitors in the search field or based on the content of the webpage. This is an ad model that is –by far- the fastest growing ad model in the history of business

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OMG CREATIVE CONSULTING “Thinking Out of The Box - Execute Inside The Box” That is our credo in OMG Creative Consulting. As a firm in Creative Consulting, OMG works to create an innovative business development or marketing concept. OMG believes very strongly that a business if run creatively will stand a better chance to be successful. However, the creativity will need to be relevant and meaningful.

Founded by Yoris Sebastian in April 1st, 2007, it only took a year for OMG Consulting to achieve the Asia Pacific Entrepreneur Award 2008 for Most Promising category. It is no wonder that many creative and innovative projects are being handled; property project Rasuna Epicentrum, Medan FP, and FPOD (fx). Business Development Concept for Avia Tour, Jakarta Eye Centre, Timezone, to signature event such as Clas Music Heroes, Telkom Indigo Fellowship, Black Innovation Award, Magenta Moviechestra, and Young Caring Professional Award, just to name some.

SWA

SWA is a business publication; almost the whole content of SWA is related to business. Even there are some light contents such as Rubrik Sela or Jeda, they are still related to business activities.

SWA readers are comprised of professionals, entrepreneurs or those aspiring to be, and students. SWA’s positioning is as follows: “Analyze business issues to find the solutions”, and SWA’s positioning statements is as follows: “Where business is moving”

SWA always seeks to uncover new findings in business, based on an in-depth research, analyze business issues and offer solutions for the issues. Business practices with its own issues will still continue to exist and grow, and a business publication that can provide in depth analysis and solutions to the issues will continuously be required and needed.

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WHEN IS jUARA SOCI@L MEDIA !

jUARA SOCI@L MEDIA !

Indonesia Most Favorable Brands – Indonesia Most Influential Personality in Social Media

Tuesday, 14 December 2010, 18.00 WIB

Ballroom A, Hotel Shangrilla Jakarta

WHY jUARA SOCI@L MEDIA ! "Social media is not just another media. So many dramatic changes have taken and will continue to touch human life that contributed by digital, including social media. Google has grown from 2 billion IDR to 230 trillion IDR within only 10 years. If Facebook is a country, then Facebook is now the 3rd largest country in the world with its 500 million populations. And Twitter is a home to millions of broadcasters with millions of aspirations and opinions.

Social media is a business. And business will only make sense if it possesses a clear and meaningful measurement. SITTI is a digital initiative from, by, and for Indonesia. As a machine, SITTI is able to understand more than 600 million webpages in Bahasa Indonesia and capture conversation in digital sphere.

This awards is intended to reward the social media enthusiasts (brand and personality) who have utilized digital world as a business or personal branding tools. Their successes are the contributors to their own respective areas and the growth of digital sphere in Indonesia. “

-Rene S.Canoneo- SITTI

“I am amazed by a local machine called SITTI, that can understand more than 600 million of webpages in Bahasa Indonesia and capture conversation in digital sphere. We are hoping that this incredible digital phenomenon in Indonesia to be positively utilized by various brands or personality in Indonesia.

For that reason, OMG Consulting, in cooperation with SITTI and SWA Magazine hold a research of millions of voices of social media enthusiasts, be it favorable or unfavorable tone. The awards is given to the brands and personality who utilizes this phenomenon well.

It is our hope that everyone can learn something from the winners, in which they will be covered in depth by SWA Magazine. The lessons will be important, as it will turn to “new media with old approach” if not carefully and creatively observed.

-Yoris Sebastian– OMG Consulting

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The development and growth of social media is remarkable, and most of us know about it. However, to the brand owner, how are their brands really talked about in digital? Is it with positive or negative tones? Then, who are the public figures, businessmen, artists, experts, and creative industry practitioners that have managed to successfully build their digital presence and influence others by it? Is it true that their tweets is listened to and re-tweeted (amplified) with real influence power?

SWA, in collaboration with SITTI and OMG, hold a research – for the first time in Indonesia – to map the phenomenon. The result is expected to be a lesson for everyone to understand the phenomenon holistically. Also, we expect to provide enabler to design a suitable and effective strategy -- in the comprehensive media strategy context, in accordance to the business strategy and personal marketing.

-Kemal Gani- SWA

WHAT DOES jUARA SOCI@L MEDiA ! MEAN to INDIVIDUAL AND

CORPORATIONS

INDIVIDUALS

In the early days, social media was only utilized by individual to build their social network, to share stories. Just when people start to realize the true power of the social network, they start to use it for something bigger, to channel aspiration, promotion, and even popularity boost.

Some of those who are able to mobilize their followers are approached by brand owners to represent their brand, becoming the brand ambassador

The following are some of them:

I see twitter as an effective means for convey message in a faster manner. I, myself, use the social media to promote my movie and to document the shooting process of my movies.

– Hanung Bramantyo -

It’s not the number of follower that matters, it is now relatively easy to achieve.What matters is the followers follow me because ofthey want to follow my status updates. So when I tweet, I know that people benefits from it. That could only mean one thing: twitter helps convey messages faster.

– Andre Darwis -

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Having several contracts to represents various brands because of his numbers of followers, Iwet admitted that it’s not solely the numbers of the followers that warrants the contract. It’s the content of the tweet or the status updates, in which defines whether the person fits the brand identity they will be representing.

- Iwet Ramadhan -

CORPORATIONS

Social media has become a new communication channel for corporations or brand owners.

The speed of social media in conveying message and connect them to their relevant customers is unparalleled. The corporations need to take advantage of this social media phenomenon, as the customers is now undergoing a change in their behavior; moving from only reading or receiving one-way communication via mass media advertising to engaging an active discussion with their fellow customers through facebook, twitter, foursquare, and other social media.

What the corporations need to do is to listen and analyze what is being said about their brands, and create an interaction or engagement according to what being said to develop a relevant and positive marketing strategy

The following are some of them:

”HP makes a good use of Facebook and Twitter to reach its customers, through product updates, online contest, quizzes, tips and tricks, events updates, after sales support, etc. The social media is so vast, and so are the customers’ interests. This way, HP needs to look into the non-mainstream places, but can be an alternative for online target market. We see that social media has succeeded to provide for the mass the basic needs of thinking, feeling, and connectedness.”

- Megawaty , Managing Director, Personal Systems Group, PT Hewlett-Packard Indonesia -

“Social Media is an important tool in branding and promotion. As a leading brand in digital imaging, it is the next logical step for Canon to take. We have been actively organizing two ways communication campaigns through social media.”

- Merry Harun, Division Director, Canon, PT Datascrip –

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HOW TO MEASURE jUARA SOCI@L MEDIA !

The measurement of brand and individual brand performance in social media is conducted based on its reach and relevancy of various brand categories within the whole digital conversation universe in Bahasa Indonesia in social media. It is required to emphasize that the measurement is not using sampling method or any other generally used survey method from the whole conversation universe. The SITTI engine is able to record almost every digital conversation in Bahasa Indonesia.

The measurement steps are as follow:

1. Define category, where a category is defined as a typical brands from a specific industry

2. Define attribute, attributes are associated to a category, based on 12 TB track records of digital articles and conversations in Bahasa Indonesia:

Attribute is the associated aspects to a brand, which will then form a perception, create identity and relevancy to a brand in social media.

3. From attributes, define a separation between ‘favourable’ and ‘unfavourable’:

Favourability is defined based on majority of conversation context, separated between the negative sentiments (classified as ‘Unfavourable’) and the neutral / positive (classified as ‘Favourable’)

4. Finding association between brand and favorable

5. Calculate volume / frequency of connectedness of brand and favorable attributes

6. Calculate and map Social Network Analysis between brand and favorable attributes

The example of Social Network Analysis calculation was used in defining the Google Page Rank in Google Search

7. Combine both calculations into a SITTI Score. SITTI Score indeks describes how frequent a brand is talked about and how relevant with the associated attributes within the category

8. Brand then is ranked according to SITTI Score.

Sample :

Category : Instant Noodle

Attribute : enak, murah, cepat, praktis, hangat, kenyang, racun,

pengawet

‘Favourable’ : enak, murah, cepat, praktis, hangat, kenyang

‘Unfavourable’ : racun, pengawet

Brand : Mie ABC, Indomie, Mie Sedap, Sarimi, Supermi

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Social Network Analysis

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jUARA SOCI@L MEDIA ! AWARDS

Indonesia Most Favorable Brands in Social Media

Isotonic Drinks

No Brands Category Attributes

1 Vitazone

ion, minum, enak (sample of total 14 Category Attributes)

2 Pocari Sweat

3 X-ion

4 Fatigon Hydro

5 Mizone

Toothpaste


1 Pepsodent

gigi, indonesia, FKG (sample of total 18 Category Attributes)

2 Enzim

3 Ciptadent

4 Oral B

5 Close Up

Coffee (ground)


1 Torabika

kopi, minum, enak (sample of total 19 Category Attributes)

2 Kopi Luwak

3 Kopi Kapal Api

4 Kopi ABC

5 Kopi Sidikalang

Refrigerator


1 LG

kulkas, iklan, pintu (sample of total 13 Category Attributes)

2 Panasonic

3 Sharp

4 Samsung

5 Sanyo

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Shampoo


1 Sunsilk

keramas, rambut, iklan (sample of total 15 Category Attributes)

2 Pantene

3 Rejoice

4 Lifebuoy

5 Clear

Automotive Lubricant


1 Castrol

mekanik, power, oli (sample of total 22 Category Attributes)

2 Top 1

3 Enduro

4 Fastron

5 Shell Helix

Car


1 Toyota Avanza

mobil, indonesia, polisi (sample of total 11 Category Attributes)

2 Toyota Kijang

3 Daihatsu Xenia

4 Suzuki Apv

Shoes


1 Converse

Sepatu, sekolah, hitam (sample of total 22 Category Attributes)

2 Nike

3 Adidas

4 Bata

5 Reebok

Energy drink


1 Kuku Bima Ener-G

minum, iklan, minuman (sample of total 13 Category Attributes

2 Extra Jos

3 Hemaviton Energy Drink

4 M150

5 Kratingdaeng

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Peanuts


1 Garuda

atom, telor, mahal (sample of total 16 Category Attributes)

2 Kayaking

3 Iyes

4 Mayasi

5 Dua Kelinci

Bath Soap


1 Lux

sabun, mandi, wangi (sample of total 12 Category Attributes)

2 Citra

3 Biore

4 Lifebuoy

5 Dettol

Headache Medicine


1 Panadol

sakit, pusing, obat (sample of total 21 Category Attributes)

2 Bodrex

3 Paramex

4 Decolgen

5 Biogesic

Leasing


1 FIF

perusahaan, finance, pembiayaan (sample of total 15 Category Attributes)

2 BAF

3 WOM

4 Astra Credit Companies

5 Oto Multiartha

Deodorant


1 Rexona

deodorant, deodoran, wanita (sample of total 21 Category Attributes)

2 Axe

3 She

4 Pixy

5 Casablanca

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Television set


1 Samsung

tv, 3D, iklan (sample of total 17 Category Attributes)

2 Panasonic

3 Sony

4 Toshiba

5 LG

Motorbike


1 Honda

otomotif, pebalap, desain (sample of total 37 Category Attributes)

2 Yamaha

3 Suzuki

4 Kawasaki

Lipstick


1 Maybelline

merah, lipstick, pink (sample of total 23 Category Attributes)

2 Oriflame

3 Revlon

4 Pixy

5 Viva

Camera


1 Canon

kamera, digital, jual (sample of total 14 Category Attributes)

2 Panasonic

3 Nikon

4 Olympus

5 Pentax

Simcard GSM

No Brand Category Attributes

1 Im3

kartu, prabayar, sms (sample of 20 Category Attributes)

2 Kartu Halo

3 Simpati

4 XL prabayar

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Simcard CDMA


1 Esia kartu, prabayar, sms

(sample of 20 Category Attributes)

Cigarettes


1 Marlboro Light rokok, iklan, manis (sample of total 23 Category Attributes) 2 Marlboro Red

Cigarettes (Mild Kretek)


1 Sampoerna A Mild

rokok, iklan, manis (sample of total 23 Category Attributes)

2 Xmild

3 Clas Mild

4 Star Mild

5 U Mild

Cigarettes (Kretek)


1 Sampoerna Hijau

rokok, iklan, manis ( sample of total 23 Category Attributes)

2 Dji Sam Soe

3 Djarum 76

4 Djarum Coklat

Cough Medicine


1 Decolgen

minum, obat, flu ( sample of total 16 Category Attributes)

2 Neozep

3 Mixagrip

4 Ultraflu

5 Bodrex

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Laptop PC


1 Hp

notebook, laptop, terbaru (sample of total 10 Category Attributes)

2 Acer

3 Toshiba

4 Axioo

5 Sony

Biscuits


1 Oreo

biskuit, enak, makanan (sample of total 19 Category Attributes)

2 Biskuat

3 Khong Guan

4 Biskuit Roma

5 Biskuit Better

Tea


1 Frestea

teh, dingin, lemon (sample of total 23 Category Attributes)

2 Fruit Tea

3 Mountea

4 Ultra Teh Kotak

5 Tekita

Instant Noodle


1 Indomie

mie, makan, pedas (sample of total 39 Category Attributes)

2 Mie Abc

3 Mie Sedap

4 Sarimi

5 Supermi

Bank


1 BCA

bank, indonesia, syariah ( sample of total 17 Category Attributes)

2 BRI

3 Bank Mandiri

4 BNI

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Insurance


1 Prudential

asuransi, Indonesia, jiwa (sample of total 19 Category Attributes)

2 Allianz

3 Manulife Indonesia

4 Astra Buana (Garda Oto)

5 Jiwasraya

Airlines - Low Cost Carrier


1 Air Asia

penumpang, pesawat, naik (sample of total 20 Category Attributes)

2 Mandala

3 Lion Air

4 Merpati

Airlines - Full Service Carrier


1 Garuda Indonesia penumpang, pesawat, naik

(sample of total 20 Category Attributes)

Smartphone


1 Nokia

handphone, ponsel, android ( sample of total 22 Category Attributes)

2 iPhone

3 Blackberry

4 Nexian

5 Sony Ericsson

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Indonesia Most Influential Personality in Social Media

Movie

No Name Twitter account

1 Setiawan Hanung Bramantyo Hanungbramantyo

2 Lukman Sardi lukmansardi

3 Joko Anwar jokoanwar

4 Upi upirocks

5 Arifin Putra arifinputra

Food


1 Bondan Winarno PakBondan

2 Bara Pattiradjawane BaraTheCook

3 Sarah Meirizka Hardiany Sechan sarseh

4 Jayus Banget JayusBanget

5 Haykal Kamil haykalkamil

Music


1 Indra Lesmana indralesmana

2 Elseos Jeberani E BarryLikumahuwa

3 Andy Rif AndyRIF

4 Project Pop projectpop

5 Adib Hidayat AdibHidayat

Sports


1 Bambang Pamungkas bepe20

2 Pramono Anung pramonoanung

3 Hilbram Dunar HilbramDunar

4 Terry Puteri terryputeri

5 Poltak Hotradero hotradero

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Travel


1 Bondan Winarno PakBondan

2 Nicholas Saputra nicsap

3 Glenn Fredly GlennFredly

4 Dede Yusuf dedeyusuf_1

5 Moza Pramita MozaPramita

Fashion


1 Iwet Ramadhan iwetramadhan

2 Ayu Utami ayutami

3 Dian Ayu Lestari DianAyuLestari

4 Sitta Karina sittakarina

5 Moza Pramita MozaPramita

Gadget


1 Andrew Kaskus adarwis

2 Derry Dionne derrydion

3 Hasyim Rizky Isfandiari hasyimAMAN

4 Deddy Corbuzier corbuzier

5 Bisri Mustova masova

Full Report on Volume / Frequency, Relevance, Attributes and Sitti Score, For Your Brand or Other Brands can be obtained by contacting:

PT SITTI TEKNOLOGI INDONESIA

GRHA TIRTADI

Jl. Senopati No. 71 – 73, Kebayoran Baru

Jakarta Selatan – 12190

Indonesia

Telp. 021 – 5204188

E-mail : [email protected] / [email protected] /

[email protected] / [email protected]

mailto:[email protected]




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