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July, 1s t 2014 - Augustus, 20t h 2014
TTaabbllee ooff CCoonntteennttss 
What We Will Cover In This Report 
Table of Contents 
Forward & Introduction 
Keywords U...
FFoorrwwaarrdd && IInnttrroodduuccttiioonn 
Approach & Methodology 
Sonar uses a keyword based approach to extract convers...
FFoorrwwaarrdd && IInnttrroodduuccttiioonn 
keywords Used & Scope 
Keywords 
Language 
Channels 
Biskuit 
Indonesia 
Media...
FFoorrwwaarrdd && IInnttrroodduuccttiioonn 
Key Findings 
The top 3 brands most related to the keyword “biskuit’ is Kokola...
OOvveerraallll DDiiggiittaall BBuuzzzz 
All Channels, Engagement Volumes, and Unique Authors Mentioning 
Posts 
In general...
BBuuzzzz TTrreennddss && NNootteeaabbllee PPeeaakkss iinn CCoonnvveerrssaattiioonn 
Notable Peaks in Volume and Audience I...
BBuuzzzz WWoorrddss 
Themes Most Heavily Mentioned 
khong 
permenspontan guan 
kripik 
biskuit_kokola 
presiden kaleng lom...
1,283 
1,091 732 
334 
227 
MARIE 
SUSU 
43 
0 200 400 600 800 1,000 1,200 1,400 
Kokola is the most talked about brand th...
MMoosstt VViirraall LLiinnkkss && CCoonntteenntt 
Most Influential Links Related to Biscuits in Indonesia 
Post Original R...
Biscuits, Social TV and The President
Biscuits, Social TV and The President
Biscuits, Social TV and The President
Biscuits, Social TV and The President
Biscuits, Social TV and The President
Biscuits, Social TV and The President
Biscuits, Social TV and The President
Biscuits, Social TV and The President
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Biscuits, Social TV and The President

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Our last few posts and reports from us tended to be a little on serious side, so we thought we’d have fun with this one. At Kana we all love snacks (and we have the kilos to prove it – but that’s a post for another time), so why not listen in on the first snack that was in front of us at the time – a pack of biscuits. As we like to keep these reports as neutral as possible, our social team put forward a simple premise, “let’s just put in the word ‘biskuit’ in Bahasa Indonesia and see what happens?” – So on the 1st of July, that’s exactly what we done!

After letting things go for just over a month, we all sat down to review the results. We expected to see all the big brands and campaigns come out on top – but that wasn’t the case, in fact, there were a few surprises indeed. Out of around 37,000 posts, 12 engagements and 14,000 unique authors, a local brand Kokola came out on top with 1,283 brand mentions followed by established local brands such as Khong Guan and Roma with 1,091 and 732 mentions, respectively.

What really caught our attention was one in particular social media campaign run by Kokola early July, which generated massive engagement. The #MamaBijak campaign asked followers to answer questions displayed on the popular TV program “Laptop si Unyil”. The hashtag on it’s own generated a potential reach of 31 Million from 2,192 posts and engagements. Being the only brand with a “Social TV” type campaign during the listening period, Kokola managed to successfully bridge the gap between traditional media and social media, locally. Kana has always been a staunch believer of Social TV, so naturally we’re excited to see the success of basic yet well-thought campaigns such as these. Drilling down the numbers further, we also discovered the benefits of this campaign were not limited to Kokola, but also the TV program itself generating a viral reach of 303,000 for the term “Laptop si Unyil”. Everyone was a winner on this one.

As far as interesting content goes, we also found viral content related to no one other but own president. The moment came when an 8 year old child fromKendari, Sulawesi, gave a tin of biscuits to the president. What seemed like an uneventful routine article actually generated a viral reach of 270,887 with 480 engagements – the most single viral post of the period in relation to biscuits. This also got us thinking, what if brands carried this post and made it their own? Other viral content included supermarket promos and creative cooking recipes with biscuits.

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Biscuits, Social TV and The President

  1. 1. July, 1s t 2014 - Augustus, 20t h 2014
  2. 2. TTaabbllee ooff CCoonntteennttss What We Will Cover In This Report Table of Contents Forward & Introduction Keywords Used & Scope Key Findings Overall Digital Buzz Buzz Trend Buzz Words Brand Share of Voice Most Viral Links & Content Positive Impact Negative Impact Key Influencers Most Viral Tweets Noteworthy Media & Blog Posts
  3. 3. FFoorrwwaarrdd && IInnttrroodduuccttiioonn Approach & Methodology Sonar uses a keyword based approach to extract conversations containing pre-defined tracked keywords Data sources include 100% Twitter Firehouse, Facebook Open Graph, 18 prominent Indonesian media sites and 5 most active forums All captured conversations are limited to Bahasa Indonesia For sentiment analysis, Sonar uses Natural Language Processing with positive & negative values assign to each keyword. All data used during the complication of this report is open public data. No passwords or access contol was utilized The data range used for this report is from July 1st 2014 to August 20th 2014
  4. 4. FFoorrwwaarrdd && IInnttrroodduuccttiioonn keywords Used & Scope Keywords Language Channels Biskuit Indonesia Media,Forums,Twitter, Facebook,Blog
  5. 5. FFoorrwwaarrdd && IInnttrroodduuccttiioonn Key Findings The top 3 brands most related to the keyword “biskuit’ is Kokola, Khong Guan and Roma during the Ramadhan season, respectively Social Media conversations and mentions in the buscuit industry mostly talked about Kokola’s daily quiz and contest in the month of July Kokola is the most talked about Biscuit brand in the industry SBYudhoyono’s twitter account made waves in the biscuit industry through headline news Sonar found a local biscuit brand. Namely, Kokola. This brand ‘s twitter account has a large influence based on both original reach and potential reach. This brand has the potential to go viral based on its good presence on social media, such as Twitter and Facebook. Kokola is a perfect case study on how TV can be a strong social media buzz driver
  6. 6. OOvveerraallll DDiiggiittaall BBuuzzzz All Channels, Engagement Volumes, and Unique Authors Mentioning Posts In general, the most talked about topic in most conversations are related to Kokola ‘s daily contest and quiz. However, writer’s ratio regarding posts about Kokola ‘s daily quizzes was mostly posted by the brand’s official account.
  7. 7. BBuuzzzz TTrreennddss && NNootteeaabbllee PPeeaakkss iinn CCoonnvveerrssaattiioonn Notable Peaks in Volume and Audience Interest The most talked about campaign associated to biscuits was Kokola’s daily engagements and selfie contests. What’s interesting about this campaign is that it was mostly promoted on TV - bridging the gap between traditional and online media. t.
  8. 8. BBuuzzzz WWoorrddss Themes Most Heavily Mentioned khong permenspontan guan kripik biskuit_kokola presiden kaleng lomba puisi coctum makan paket latin cipta sbyudhoyono merek Biskuit Kokola” was the most talked about brand, followed by news articles related to president SBY and Khong Guan’s kaleng (can)
  9. 9. 1,283 1,091 732 334 227 MARIE SUSU 43 0 200 400 600 800 1,000 1,200 1,400 Kokola is the most talked about brand thanks to its daily updates regarding the brand’s contest and quiz. Khong Guan is another popular brand because of its unique packaging and the issues of trickery regading the content of the tin packaging. Also the brand’s popularity during the Ramadhan season gained recognition and interaction among users
  10. 10. MMoosstt VViirraall LLiinnkkss && CCoonntteenntt Most Influential Links Related to Biscuits in Indonesia Post Original Reach Viral Reach Yuk, Belanja Biskuit Kalengan dan Sirup Murah di Supermarket Ini! http://t.co/3xBJ1s8Cr9 via@detikfood 7,489,206 2,240 Asam Manis Biskuit Lemon Bisa Dibuat dengan Langkah ini http://t.co/NYnmLrW8 via@detikfood 7,475,415 7,766 Laris Manis, Penjualan Sirup Hingga Biskuit Melonjak 150% Jelang Lebaran http://t.co/9edzBzONwo via@detikfinance 7,444,544 3,934 #MyDietExperience Bobot Angga Turun 19 Kg Berkat Ganti Camilan dengan Biskuit Gandum dan Kacang http://t.co/TkbTVZBqyt via@detikhealth 7,444,144 7,147 Buka Puasa di Jalan? Biskuit dan Crackers Renyah Legit Bisa Jadi Alternatif http://t.co/mFxKU14WuP via@detikfood 7,428,398 1,176 Jelang Lebaran, 'Minimarket' Biskuit Menjamur di Jalan Raya Bogor http://t.co/XpDg6z2tli 5,432,569 1,098 Azis, 8 th, peserta lomba cipta puisi dr Kendari, Sulteng spontan berikan biskuitpada Presiden 5,234,233 270,887 SBY krn kegirangan.http://t.co/3mCQnk5chP Di@alfamidi_ku byk sirup & biskuit dgn harga spesial menyambut Hari Raya.Penasaran sama harga spesialnya? Follow aja@alfamidi_ku 4,869,618 567 RT

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