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.

1. July, 1s t 2014 - Augustus, 20t h 2014

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. 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. FFoorrwwaarrdd && IInnttrroodduuccttiioonn
keywords Used & Scope
Keywords
Language
Channels
Biskuit
Indonesia
Media,Forums,Twitter,
Facebook,Blog

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. 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. 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. 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. 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. 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@VIVAlife_: RESEP: Menikmati Renyah Biskuit Chocochip di Hari Fitri
http://t.co/q2zSCxFNCv
1,897,828 794
Menu Buka Puasa: Puding Busa Pandan Biskuit Coklat http:
//t.co/IjXnwM83d1 http://t.co/UAWkiPgHDu
1,1,65,927 918

11. Related Negative Conversation Volumes and Samples
Authors Negative Post Viral Reach
Perihal temuan pemalsuan isi kaleng biskuit dari
relawan pemakan kue. Apakah layak diajukan ke
MK agar puasa tahun ini diulang?
Negativisme 38,801
Pemalsuan yang masif dan terstruktur hampir
di semua wilayah yaitu kaleng biskuit tapi isinya
rengginang. Udah 3 kali ketipu hari ini. Hufth
Negativisme 28,449
There was not much negativity associated to biscuits in general.
The negative posts that did occur however was mostly towards
the brand Khong Guan about the brand’s tin packaging
that makes it easier to trick people about what is inside
the packaging when its already used: “are there really biscuits
in there or something else”
Sentiment
2,291
20,443
30k
20k
10k
0k
Negative Neutral Positive
Volume
Biskuit

12. Related Positive Conversation Volumes and Samples
Authors Negative Post Viral Reach
Azis, 8 th, peserta lomba cipta puisi dr Kendari,
Sulteng spontan berikan biskuit pada Presiden SBY
krn kegirangan. http://t.co/3mCQnk5chP
@SBYudhoyono :
S. B. Yudhoyono 270,887
Biskuit, coklat, sm bandrek aja kak
RT @RANforyourlife: Teman-teman RANers hari
ini sahur apa nih? Di share yuk! :)
@Nilamayuu:
Nilam Ayu
Pradana
257,693
Biskuit regal bola mesis, regal yg di hancurin pake
susu di bikin bulet, di cocol susu taburi mesis trus
di dinginin di kulkas @hardrockfm
@KhaidhirAdhi:
Adhii 174,466
Pake biskuit lapis legit @101Jakfm: Hai, sahurnya
@dinysemut: pake apa nih?
annisadini
151,399
Dr 6% yg dpt thr, 50% nya dpt biskuit
@humorsingkat dari 96% yg nunggu thr, 90% nya
ternyata gak dapet thr. tapi ikut nunggu yg 6%
dpt thr
@Mbahdinaba:
Mbahdien 131,875
@nukman: Perasaan kok lebih banyak melihat
kaleng biskuit Monde drpd KhongGuan lebaran ini.
Di tempatmu bgmn?» Monde kang
@UdhiGreatest:
Udhi Greatest 124,011
Format: @nnnnnn Ikutan Foto #SelfieBiskuit,
biskuitKokolaHalal berhadiah Nokia X dan puluhan
paket lebaran @Biskuit,biskuit_kokola
http://t.co/klmkmyd4bv
Biskuitkokola:
biskuit_kokola 115,879
Sentiment
2291
20443
30k
20k
10k
0k
Negative Neutral Positive
Volume
Biskuit

13. 578
318,737
390,541
328,492
60,248
354,790
292,879
357,206
490,668
4,913
550,955
1,367,400
624,361
833,769
1,112,727
2,300,071
1,448,267
1448267
339
145
Viral Reach
Original Reach
Aderamn
uZMaaNH
vitriolet
Muhammad07Husin
RadenMasDewo
ziarahmah
Arifnaqsains
addi_surya
AhmadFalah23
andiernikayr
biskuit_kokola
PutriRohaeniR
1,711,588
1,186,856
2,615,304
1,867,315
16,869,945
0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000

14. Author Posts Original Reach Viral Reach Engagaments Viral Score
S.B. Yudhoyono@SBYudhoyono
09/08/2014 17:10:48
5,234,233 270,887 480 0.1
Azis, 8 th, peserta lomba cipta puisi dr
Kendari, Sulteng spontan berikan biskuit
pada Presiden SBY krn kegirangan.
http://t.co/3mCQnk5chP
Vinyaddict@Wildan_404
17/07/2014 14:50:54
16,779 48,851 314 2.9
Suka ngemil kripik / biskuit / ....?
#404TeamSharing
WOW! Fakta KPOP@WOWfakta_KPOP
12/08/2014 20:22:02
74,269 172,285 299 2.3
Tahukah anda Roply Poly adalah nama
merek biskuit,biskuit di Korea dan T-Ara
mendapat paket biskuit,biskuit full
karena lagu tersebut menjadi hit.
#WOWfakta
syafritkc@syafri_tkc
24/07/2014 03:40:15
145,796 8,918 261 0.1
Kata ‘biscuit’ (biskuit) berasal dari
bahasa latin ‘bis cotum’ yang artinya
‘dimasak dua kali’
Selai MORIN@MORIN_jam
02/08/2014 09:58:29
4,024 73,786 240 18.3
Good Morin Moriners.. Moriners paling
suka selai Morin dimakan bersama apa?
1. Roti. 2. Biskuit. 3. Wafer.
Yang mana pilihan Moriners?
FAKTA FAKTANYA
WOW @WOWFAKTA
16/07/2014 05:23:51
1,167,294 63,829 161 0.1
Menyediakan Biskuit Oreo, keju Babybel
dan Red Bull dalam jumlah yang sangat
banyak’ adlh salah 1 permintaan khusus
Rihanna selama konser
Author Posts
Ernhikayanti Rahman@ardiernikayr
29/07/2014 09:32:34
145 1,448,267 4 9,988.0
#np:chocolate biskuit berharap,lagunya
keren kak;) @Ferrynimous
SasongkoPutra@RadenMasDewo
25/07/2014 08:09:38
339 490,668 6 1,447.4
Biskuit Monde isi emping RT@Prambors:
Menu lebaran spesiaaall yang cuma ada di
rumah lo! Kasihtau sini ke #DGITM
Ade rahmanto@Aceramn
29/07/2014 11:28:32
289 318,737 21 1,102.9
Kalo ini beda, Surga dalam sebuah kaleng
biskuit lebaran. Indomi kaleng
@yeahmahasiswa
http://t.co/oedzGHvN9R
Original Reach Viral Reach Engagaments Viral Score
S.B. Yudhoyono@SBYudhoyono
09/08/2014 17:10:48
5,234,233 270,887 480 0.1
Azis, 8 th, peserta lomba cipta puisi dr
Kendari, Sulteng spontan berikan biskuit
pada Presiden SBY krn kegirangan.
http://t.co/3mCQnk5chP
A personal account belonging to a user named
Ernhikayanti Rahman is one of the most influential
users based on viral reach. However, a post
regarding S B Yudhoyono receiving biscuits gained
alot of attention making this user ‘s post and
account viral and influential based on orginal reach

15. Media Title Comments Summary
DETIK ‘Estee Cookies’, Cookies Wangi Semerbak
Inspirasi dari Parfum Estee Lauder
SATU hal yang lebih baik selain
menikmati Oreo dicelupkan ke dalam
segelas susu adalah menggorengnya.
Mungkin terdengar aneh, tapi rasa
Oreo goreng benar-benar lezat.
Anda bisamembuatnya seperti
dilansir Thedailymail
Produsen biskuit tambah stok jelang Lebaran
Surabaya (ANTARA News) - Produsen aneka produk
biskuit dengan merek Kokola, PT Mega Global Food
Industry, menambah stok antara tiga hingga empat
kali lipat dibandingkan bulan normal menjelang
Lebaran Idul Fitri 1435 Hijriah karena besarnya
permintaan masyarakat terhadap komoditas itu.
Oreo Goreng
0 Tapi bagaimana dengan racikan biskuit ala Estee
Lauder? Bekerja sama dengan baker ternama di
New York Estee membuat biskuit yang
terinspirasi dari parfum Private Collection.
Penciptaan biskuit ini dilakukan menyusul
peluncuran Estee Edit, website lifestyle dan
editorial yang menampilkan artikel mengenai
beuaty,fashion,kuliner, dan fitness. Untuk
memeriahkannya, Estee Lauder meminta
Christina Tosi dari Momofuku Milk Bar untuk
membuat resep biskuit original berdasarkan
parfum Private Collection yang selalu dipakai oleh
Estee Lauder sendiri. Biskuit ini dinamakan
‘Estee Cookies’ dan untuk menampilkan aroma
mawar Bulgaria khas parfum tersebut Chirstina
menggunakan ekstrak mawar dan strawberry
freeze-dried. Resep lengkap biskuit ini bisa
dilihat disini
2014/08/19
DETIK Yogyakarta Selalu Bikin Jatuh Cinta 0 Setelah melihat dan mendengarkan penjelasan
dari guide, kami diberi waktu istirahat untuk
berfoto, serta disediakan minuman jahe hangat
dan beberapa biskuit sebagai camilan
2014/08/18
DETIK Nutrisi untuk Dukung Perkembangan Otak
Anak Usia 2 Tahun
0 Tawarkan buah/produk susu(keju.yoghurt/susu)
sebagai snack sebelum menawarkan biskuit atau
krupuk yang tidak mempunyai nilai gizi
2014/08/14

16. Sentiment
466
817
1500
1000
500
0k
Negative Netral Positive
Volume
Biskuit
Engagements
866
Channels 100%
Twitter l Blog
Facebook
News
Forum
Posts
1,287
1,287
Kokola recieved alot of positive attention and social awareness generating at least 1k about the brand itself
thanks to promotions by alot of different users during the brand’s daily quizzes and contests.

17. 1,500
1,000
This
generated around
contest
800+
Tweets
gained alot
of positive
attention
Kokola biscuit’s official twitter account playes a huge part in social
hype during july until august with daily quizzes, contests and giveaways
giving away prizes from biscuits, ramadhan packages and the grand
prize being a Nokia X handphone.

18. ‘