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INNOVATIVEINDONESIA WITHSMARTER ANALYTICSHOW IT APPLIES IN DIGITALINDUSTRY
DIGITAL & SOCIALMEDIA LANDSCAPEIN INDONESIAFIRST, LET’S TALK ABOUT THEDIGITAL INDUSTRY…
WORLD’S INTERNETPOPULATION/GROWTHAfricaAsiaEuropeMiddle EastNorth AmericaLatinAmerica/CaribbeanOceania/Australia4.5167.311...
WORLD’S SOCIALNETWORK USERS
DEMOGRAPHICIndonesian population: 242,325,638Internet population: 65,000,000 (by Jan 2013)2011 2012 2013Number ofInternet ...
SOCIAL MEDIA USERS51,515,480 by Jan 2013 but decreased to48,134,040 by April 201319,500,000 users by Jan 2013 and keepsinc...
INDONESIA’S REPUTATIONThe 4th largest facebook country in the world, afterUS, Brazil & IndiaThe 5th largest twitter countr...
INDONESIAN INSIGHT:WHAT INDONESIANSDO ONLINE• Socializing and entertainmentvia social media platforms• Search for general ...
BEFORE AND AFTERTHE DIGITAL ERABefore• Handwriting• Fixed• Limited• Newspaper, TV &Radio• Slow; 24 hours• One waycommunica...
THE CHANGE WE AREALL EXPERIENCING…• Still influenced by TV but becoming lessso• Trust friends, peers and families morethan...
WHO ARE THE PLAYERS IN THE GAME?FMCG Brand News Source Finance• Unilever• Morinaga• Nutricia• Indofood• Kao• Kimberly-Clar...
THE ROLE OFANALYTICS INDIGITAL & SOCIALMEDIAWHY WE NEED IT
THE THREEIMPORTANT STAGES• Assess• Strategize• Evaluate
ASSESSMENT• Who are the targets?• Where do they ‘play’?• What are their behaviours?• Listen: What do they say about us?• W...
STRATEGIZEDevelopstrategies basedon your findings
EVALUATE• How was the sentiment?• How far did your activity travel?• Did it work?• How can we improve?
WHEN ANALYSISIS OVERLOOKEDCASE STUDIES
CAMPAIGN/TACTICDOES NOT GETPICKED UP
ACTIONBACKFIRESEDELMAN DIGITAL’SCASE STUDY:XXX Airlines— FEB 2012
R.I.PADVERTISINGA book launchingcampaignGENERAL CASESTUDY— June 2011The Power of W.O.M.M
IMPROVEMENTSARE HARD TOBE MADE
DIGITALANALYTICAL TOOLSTHE MEASUREMENT
WHAT DO WE MEASUREOR ANALYZE?• Reach and impressions• Visits and/or clicks• Mentions > sentiments• Engagement
FACEBOOKANALYTICS
GOOGLEANALYTICS
OTHER TOOLS• Tweet Reach• Radian6• Tweet Level• Meltwater
SO TOCONCLUDE
KNOW OURFIELDWhat’shappeningand how is it(the industry)growing?
UNDERSTANDOUR TARGETWhat’s thebehaviourand how webestapproachthem
ANALYTICS AREIMPORTANT• ASSESS• STRATEGIZE• EVALUATEThey all need a good research and data analysis.
“The three parts of the theory are analytical ability, theability to analyse things to judge, to criticize; creative, thea...
Louisa Jessica CondroEdelman IndonesiaTHANK YOU
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Analytics in Digital Industry

A presentation deck I built for IBM-CTI Conference; "Innovative Indonesia with Smarter Analytics", where I was invited as a speaker to share the role of analytics in Digital Industry

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Analytics in Digital Industry

  1. 1. INNOVATIVEINDONESIA WITHSMARTER ANALYTICSHOW IT APPLIES IN DIGITALINDUSTRY
  2. 2. DIGITAL & SOCIALMEDIA LANDSCAPEIN INDONESIAFIRST, LET’S TALK ABOUT THEDIGITAL INDUSTRY…
  3. 3. WORLD’S INTERNETPOPULATION/GROWTHAfricaAsiaEuropeMiddle EastNorth AmericaLatinAmerica/CaribbeanOceania/Australia4.5167.3114.3105.13.2108.1187.61,076.6518.590273.7254.924.2Numbers In millionsDec 2000 360,985,4922,405,518,376Jun 2012Total Number
  4. 4. WORLD’S SOCIALNETWORK USERS
  5. 5. DEMOGRAPHICIndonesian population: 242,325,638Internet population: 65,000,000 (by Jan 2013)2011 2012 2013Number ofInternet Users inIndonesia55 65 80*Numbers In millions* Indicates a forecastInternet Users inIndonesia• No. 8 worldwide• No. 3 in Asia Pacificafter China & India
  6. 6. SOCIAL MEDIA USERS51,515,480 by Jan 2013 but decreased to48,134,040 by April 201319,500,000 users by Jan 2013 and keepsincreasing8,700,000 Unique viewers with465,000,000 videos watched on YouTubeby June 20121,387,380 users. Popular for HR & JobHunters
  7. 7. INDONESIA’S REPUTATIONThe 4th largest facebook country in the world, afterUS, Brazil & IndiaThe 5th largest twitter country in the world, after US,Brazil, Japan & UK– Jakarta is the most tweeting city in the worldJakartan twitter userspost 2,4% of the 10.6billion tweetsworldwide2%2.3%2.4%JakartaTokyoLondon
  8. 8. INDONESIAN INSIGHT:WHAT INDONESIANSDO ONLINE• Socializing and entertainmentvia social media platforms• Search for general informationand E-mailing• Visiting websites or blogs• Academic/business research• Online Shopping or payingbills
  9. 9. BEFORE AND AFTERTHE DIGITAL ERABefore• Handwriting• Fixed• Limited• Newspaper, TV &Radio• Slow; 24 hours• One waycommunicationAfter• Typing• Mobile• Connected• Social Media• Fast; real-time• Two wayscommunication
  10. 10. THE CHANGE WE AREALL EXPERIENCING…• Still influenced by TV but becoming lessso• Trust friends, peers and families morethan any other source; ‘People Like Me’• Online, Mobile, Vocal
  11. 11. WHO ARE THE PLAYERS IN THE GAME?FMCG Brand News Source Finance• Unilever• Morinaga• Nutricia• Indofood• Kao• Kimberly-Clark• Etc.• Kompas• Detik• Viva• Tempo• Jakarta Post• Ayah Bunda• Daily Social• Tech in Asia• Etc.• Mandiri• BCA• CIMB Niaga• Commonwealth• Etc.Government• BNPB• Minister ofCommunication &Informatics• Jakarta DeputyGovernor• The PresidentialPalace• The PresidentNGOs• WWF• Green Peace• Unicef• Etc.
  12. 12. THE ROLE OFANALYTICS INDIGITAL & SOCIALMEDIAWHY WE NEED IT
  13. 13. THE THREEIMPORTANT STAGES• Assess• Strategize• Evaluate
  14. 14. ASSESSMENT• Who are the targets?• Where do they ‘play’?• What are their behaviours?• Listen: What do they say about us?• What are the trends?
  15. 15. STRATEGIZEDevelopstrategies basedon your findings
  16. 16. EVALUATE• How was the sentiment?• How far did your activity travel?• Did it work?• How can we improve?
  17. 17. WHEN ANALYSISIS OVERLOOKEDCASE STUDIES
  18. 18. CAMPAIGN/TACTICDOES NOT GETPICKED UP
  19. 19. ACTIONBACKFIRESEDELMAN DIGITAL’SCASE STUDY:XXX Airlines— FEB 2012
  20. 20. R.I.PADVERTISINGA book launchingcampaignGENERAL CASESTUDY— June 2011The Power of W.O.M.M
  21. 21. IMPROVEMENTSARE HARD TOBE MADE
  22. 22. DIGITALANALYTICAL TOOLSTHE MEASUREMENT
  23. 23. WHAT DO WE MEASUREOR ANALYZE?• Reach and impressions• Visits and/or clicks• Mentions > sentiments• Engagement
  24. 24. FACEBOOKANALYTICS
  25. 25. GOOGLEANALYTICS
  26. 26. OTHER TOOLS• Tweet Reach• Radian6• Tweet Level• Meltwater
  27. 27. SO TOCONCLUDE
  28. 28. KNOW OURFIELDWhat’shappeningand how is it(the industry)growing?
  29. 29. UNDERSTANDOUR TARGETWhat’s thebehaviourand how webestapproachthem
  30. 30. ANALYTICS AREIMPORTANT• ASSESS• STRATEGIZE• EVALUATEThey all need a good research and data analysis.
  31. 31. “The three parts of the theory are analytical ability, theability to analyse things to judge, to criticize; creative, theability to create, to invent and discover; practical, theability to apply and use what you know.”– Robert Sternbergon human intelligence
  32. 32. Louisa Jessica CondroEdelman IndonesiaTHANK YOU

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