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Social Media Analysis On The Insurance 
Industry During Ramadhan 2014
Table 
of 
Contents 
1. Table of Contents 
2. Forward & Introduction 
3. Approach & Methodology 
4. Key Findings 
5. Overa...
Forward 
& 
Introduc5on 
v Sonar uses a keyword based approach to extract conversations containing 
pre-defined tracked k...
Keywords and Parameters that were used to compile this report 
Keywords 
Language 
Channels 
Asuransi 
Indonesia 
Media, F...
Forward 
& 
Introduc5on 
Key 
Findings 
v The only “visible” brand with a Ramadhan digital activation was Cigna in a join...
Cross-platform social media activity 
indicates an average engagement 
rate of 0.4 per post. 
Fun fact twitter accounts an...
Buzz 
Trends 
& 
Noteable 
Peeks 
in 
Conversa5on
Buzz 
Words 
Prudential and accident related 
insurance packages we’re the most 
discussed. Mainly due to the 
“mudik” sea...
Brand 
Share 
of 
Voice 
5446 
634 
437 
335 
266 
82 
79 
55 
6000 
5000 
4000 
3000 
2000 
1000 
0 
Pruden@al 
Cigna 
AX...
Media 
Coverage 
BeritaSatu’s coverage of the 
Telkomsel-Signa partnership 
dominated headlines in insurance, 
while other...
Most 
Viral 
Links 
& 
Content 
Post 
Original Reach 
Viral Reach 
Main-main Kata yang berhubungan dengan asuransi berhadi...
Posi5ve 
Impact 
Analysis 
Author 
Nega@f 
Post 
Viral 
Reach 
Risman @isco29 
Main-main 
Kata yang berhubungan dengan asu...
Author 
Posi@ve 
Post 
Viral Reach 
Catatan Jokowi 
@72wi 
Sikap sales asuransi bank mega yg memaksa... http://t.co/ 
pxow...
Engagement 
Analysis 
0 
2000000 
4000000 
6000000 
8000000 
10000000 
12000000 
14000000 
16000000 
18000000 
kabarotomo@...
A personal Account belonging 
to a user named Risman has 
become a potential influence 
with the most viral reach and 
app...
Post 
Analysis 
Noteworthy 
Media 
& 
Blog 
Posts
How’s Your Brand Doing? 
For more information and insights on your brand, 
please contact our platform representative: 
ht...
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Dear Insurance Brands, What Were You Doing During Ramadan in Social?

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Discover what shaped the insurance industry in Indonesia and what brands were doing during ramadhan in Indonesia. Contain common themes, social media reach and most active brands on Twitter and the media.

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Dear Insurance Brands, What Were You Doing During Ramadan in Social?

  1. 1. Social Media Analysis On The Insurance Industry During Ramadhan 2014
  2. 2. Table of Contents 1. Table of Contents 2. Forward & Introduction 3. Approach & Methodology 4. Key Findings 5. Overall Digital Buzz 6. Buzz Trend 7. Buzz Words 8. Brand Share of Voice 9. Most Viral Links & Content 10. Positive Impact 11. Negative Impact 12. Key Influencers 13. Most Viral Tweets 14. Noteworthy Media & Blog Posts
  3. 3. Forward & Introduc5on v Sonar uses a keyword based approach to extract conversations containing pre-defined tracked keywords v Data sources include 100% Twitter Firehouse, Facebook Open Graph, 18 prominent Indonesian media sites and 5 most active forums v All captured conversations are limited to Bahasa Indonesia v For sentiment analysis, Sonar uses Natural Language Processing with positive & negative values assign to each keyword. v All data used during the complication of this report is open public data. No passwords or access contol was utilized v The data range used for this report is from June 27th 2014 to July 6th 2014 [27/06/2014 – 26/07/2014]
  4. 4. Keywords and Parameters that were used to compile this report Keywords Language Channels Asuransi Indonesia Media, Forums, Twitter, Facebook, Blogs Forward & Introduc5on
  5. 5. Forward & Introduc5on Key Findings v The only “visible” brand with a Ramadhan digital activation was Cigna in a joint-promotion with Telkomsel subscribers v Social Media conversations and mentions in the insurance industry mostly talked about insurance claims and which insurance companies are the best in Indonesia v Prudential is the most talked about insurance company in the industry. Prudential also has several “community” accounts that generate a fair amount of buzz v Recent articles mostly talk about tips on choosing the right auto insurance and companies that offer free insurance to people who uses their product or brand v @prudentual_1 is the most influential unoffical branded account on Twitter
  6. 6. Cross-platform social media activity indicates an average engagement rate of 0.4 per post. Fun fact twitter accounts and insurance news generated the most engagements, while brand accounts, despite actively posting updates did not seem to catch on with the audience Overall Digital Buzz 47 Social Media Ac5vity 11 19 Posts Authors Engagements * Numbers presented in thousands The Post-to-Author rate also underlines the fact that mostly the same accounts and sources are re-posting and regenerating existing content
  7. 7. Buzz Trends & Noteable Peeks in Conversa5on
  8. 8. Buzz Words Prudential and accident related insurance packages we’re the most discussed. Mainly due to the “mudik” season.
  9. 9. Brand Share of Voice 5446 634 437 335 266 82 79 55 6000 5000 4000 3000 2000 1000 0 Pruden@al Cigna AXA Bumiputera Adira Manulife Sequis ACA Posts The massive edge prudential has in social media buzz was mainly attributed to the number of unofficial and community accounts circulating Cigna’s buzz during ramadhan mas pushed by it’s partnership with Telkomsel, offering free insurance packages to subscribers travelling or ‘mudik’ during the month
  10. 10. Media Coverage BeritaSatu’s coverage of the Telkomsel-Signa partnership dominated headlines in insurance, while other portal basically picked up issues such as global and claim issues Local Online Media Portal Coverage of Insurance 92 76 69 50 47 37 33 28 18 15 13 1 100 90 80 70 60 50 40 30 20 10 0 Ar@cles
  11. 11. Most Viral Links & Content Post Original Reach Viral Reach Main-main Kata yang berhubungan dengan asuransi berhadiah Jutaan Rupiah di Facebook http://t.co/3BTrMFUW83 91,772 749,425 KPPU Minta OJK Cegah Monopoli Kredit Mikro dan Penjualan Asuransi: Komisi Pengawas Persaingan Usah a (KPPU) mem... http://t.co/NCLzvWolsN 4,359 300,306 @sandiuno Pak, bole bantu RT: Tmn2 yg sdh jadi nasabah dari asuransi jiwa kiranya berkenan utk isi kuesio ner ini: http://t.co/PiCp6V2v5i 115 267,994 Beli Produk GT Radial, Dapatkan Asuransi Gratis Buat Mudik http://t.co/VxIK2udprF http://t.co/ 9CRzNZAm9C 13,003 248,009 Perusahan asuransi TERBAIK DI INDONESIA http://t.co/h4v5CB0S0R 276 246,530 Sikap sales asuransi bank mega yg memaksa... http://t.co/pxowXmLran 276 246,485 asuransi untuk mobil anda http://t.co/eMbXpVBFMK 55 246,471 Ini BPJS ku. Mana BPJS mu? :) #bpjs #jkn #healthpromotion #asuransi #indonesia http://t.co/DvXLHK79nv 464 246,435 Penjelasan Lengkap mengenai Polis Asuransi http://t.co/n3JeCn2Siq 976 246,426 Solidaritas kami dari segenap karyawan Asuransi Bangun Askrida Cabang Makassar untuk palestina @ACTf orHumanity http://t.co/XlIr8BHf7 191 217,073
  12. 12. Posi5ve Impact Analysis Author Nega@f Post Viral Reach Risman @isco29 Main-main Kata yang berhubungan dengan asuransi berhadiah Jutaan R upiah di Facebook http://t.co/3BTrMFUW83 749425 kabarotomotif.com @kaba rotomofif Beli Produk GT Radial, Dapatkan Asuransi Gratis Buat Mudik http:/ /t.co/VxIK2udprF http://t.co/9CRzNZAm9C 248009 Saham Bagus @Saham_B agus Industri asuransi Indonesia merupakan salah satu industri yang aka n mendapatkan keuntungan dari penduduk muda Indonesia 250 jut a orang. 247570 Catatan Jokowi @72wi Perusahan asuransi TERBAIK DI INDONESIA http://t.co/ h4v5CB0S0R 246530 Yuninda Fajar K.H @yunin daTS Ini BPJS ku. Mana BPJS mu? :) #bpjs #jkn #healthpromotion #asur ansi #indonesia http://t.co/DvXLHK79nv 246435 Garda Oto @GardaOto Asuransi Astra memiliki layanan Garda Siaga ERA 24jam. Apakah k epanjangan dari ERA? #GOquiz 163763 Ephra Tosadu @Efraee Butuh informasi rumah sakit yang menerima asuransi prudential bu at operasi keloid @infomalang 144809 EquityLifeIndonesia @Equi tyLifeInd Kalau mampir ke @7ElevenID selama perjalanan mudik, yuk sekalia n aktifkan Asuransi Mudik Nyaman, perlindungannya s/ d 100 juta >>... 133657 NikoMoki @NikoMoki ayuk sadar asuransi @apaajaIKLAN @JatengIKLAN @cumiklan @Ikl an_TerUpdate @kicaupromo #manodo #bekasi #bogor #depok http ://t.co/F11b74bH0e 103059 Ayo Berbagi Info @Jogjah otspot News Update: Telkomsel Asuransi,asuransikan Semua Pelanggan - Telkomsel dan Cigna melakukan kerjasama memberikan Asuransi,a suransi k... http://t.co/Lbg4VgvDLt 87974 A post regarding Bank Mega’s “more-than- aggressive” sales style generated to most negative buzz in the form of complaints on twitter, carried also by influential accounts
  13. 13. Author Posi@ve Post Viral Reach Catatan Jokowi @72wi Sikap sales asuransi bank mega yg memaksa... http://t.co/ pxowXmLran 246485 Faktanya Faktanya WOW @WOWFAKTA Dahulu kala, tahun 1700an di Inggris, Anda bisa membeli asuran si jika kalau-kalau Anda nanti masuk neraka. 172939 Agung Ziaulhaq @Agung Zia Pindahin polis asuransi ke sedekah jadi 32jt KONTAN!!"@SRberg erak: Cnt keajaiban dr sedekah yg pernah sahabat alami adlh __ _ #HikmahSedekah" 32846 Kopi Luwak Indonesia @ KOPILUWAK_Post #BdgNgopi Anggota DPRD Kab. Bandung Keluhkan Asuransi Ke sehatan http://t.co/s0KFZpOGqO --------- @mazNot°◡° 23429 Mata Najwa @MataNajwa Padahal setiap hari pekerjaannya berhadapan dgn kematian. As uransi hanya pd Tuhan” AKBP Deonijiu #MN 18596 7jib! @69withKyu SEANDAINYA ASURANSI "BPJS" BAKALAN BANTUIN FANGIRL GILA KAYA ELF .-. 12512 Ba2ng_Keren @Ba2ng_K eren Hsl korupsi Raden Nuh dr PT. Berdikari Asuransi di pke utk men dirikan partai politik, namun gagal total tanoa kader. @TM2000B ack 3650 UnitedMansion @United Mansion Higuain ngolongin Kompany, Susah kalo mau kawin ama karyaw an Asuransi. 3617 oelpha aja @oelpha teman lama yang baru nongol menyapa lagi setelah bertahun los t contact itu biasanya kalo ga nawarin asuransi, MLM, ya kampa nye capres 3437 Ba2ng Keren @Ba2ng_ke ren 5. R. Nuh S3 acc. asuransi,Asuransi prnh menjbt dir. PT. Berdikar i asuransi,Asuransi (Persero), tp dpecat olh Meneg BUMN krn K ORUPSI miliaran Rp. @TM2000Back 3416 Tribunnews.com @tribu nnews Klinik Foto Medis di Australia Manfaatkan Kelemahan Asuransi K esehatan http://t.co/Bpj5U4vhZ9 3301 Nega5ve Impact Analysis
  14. 14. Engagement Analysis 0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000 kabarotomo@f nurhendraa KabarHariIni_ID BloombergTVID kabarde@knews EquityLifeInd fc_bnilife marke@ng_adira WOWKaskus kotamie_ID 72wi 574LK GardaOto WOWFAKTA acaasuransi NioMoki isco29 Asuransii pruden@al_1 Viral Reach Original Reach @prudential_1 – an unofficial account proved extremely effective in pushing insurance topics virally No official brand presence in insurance topics within the top 20 industry influencers @kabarotomotif – a community portal could be a potential buzzer for companies focusing on auto insurance
  15. 15. A personal Account belonging to a user named Risman has become a potential influence with the most viral reach and appeal regarding an insurance related quiz Post Analysis
  16. 16. Post Analysis Noteworthy Media & Blog Posts
  17. 17. How’s Your Brand Doing? For more information and insights on your brand, please contact our platform representative: http://www.sonarplatform.com

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