Indonesia: Into The Hearts and Minds of Generation Asia 2013
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Into The Hearts And Minds of Generation Asia is a presentation which highlights insights from the world's largest study of 18-35 year old Asians conducted by Y&R and VML Qais. Spanning 10 countries and 17,000 participants, the study digs deep into the psychographics of the next generation. This slideshow focuses in on Indonesia, its uniqueness and cultural connections, and was first presented at the Marketing to the Digital Generation Conference in Jakarta, Indonesia on September 5, 2013. It juxtaposes Maslow's Hierarchy of Needs with the revised Asian Hierarchy of needs which better addresses the cultural and historical undertones of Asian society. For more details, please feel free to email: piotr.jakubowski@vmlqais.com
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Indonesia: Into The Hearts and Minds of Generation Asia 2013
- 1. Into The Hearts & Minds of Generation Asia #GenAsia2013 Piotr Jakubowski Head of Digital VML Qais Indonesia
- 2. FACTS Founded in 1992, VML became part of WPP Group in 2001 and part of the Y&R Group in 2005. VML delivers creative solutions at the intersection of marketing and technology. There are more than 1,300 VMLers around the world that service more than 150 client partners. The Jakarta Office was launched in 2012!
- 4. • 1st “bule” baby born at Pondok Indah Hospital • Lived in Jakarta, Des Moines, Tokyo, New York, Chicago, Jakarta • Travel & Wedding Photographer • Fascinated with Indonesia
- 6. Have you heard of this guy?
- 12. With our new framework in mind, let’s now understand further the zeitgeist that unites this whole new population, through Generation Asia.
- 16. Connectivity = EKSIS What’s your PIN is so 2012
- 18. How did this company feed off this insight?
- 19. So why don’t they just pull the plug and disconnect? Fear: If I’m invisible, then I won’t be part of the group
- 20. The concept of NoBar is not new in Indonesia, but with the digital generation extends across 3 platforms. - Live At The Game - Live On TV - Live Online (and on my phone)
- 22. September 1 – 8.30 PM September 1 – 10.20 PM September 2 – 8.00 PM September 3 – 3:00 PM
- 24. Check out how this brand took advantage of this…
- 25. Why this intensity? Assurance: I am together with others like me
- 26. For Generation Asia, experiencing new activities and meeting new people feeds directly into the need for Group Affiliation. Hobby = New Group
- 27. “Having fun is not about what you’re doing, but who you’re doing it with.”
- 28. Let’s look at a popular hobby in the West…
- 29. And how do people participate in this hobby in Indonesia?
- 30. What generates this strong bond? Assurance: Together we can try something new
- 31. A healthy body starts with a healthy state of mind. - Inspirational Quotes Philosophy Positivity Generation Digital are searching for a spiritual and emotional guide and trying to rid themselves of negativity.
- 32. Arief Muhammad, 22 Merry Riana, 33 Raditya Dika, 28 Writer, Entrepreneur 2.4 Million Followers Writer, Motivational Speaker, Entreprenuer 950k Twitter Followers Writer, Comedian, Creative preneur 5.5 Million Twitter Followers 1 Book 2 Books 7 Books 3 Movies
- 33. Just how much motivation & inspiration are Indonesians looking for? Over ¼ of Indonesians on Twitter follow @TweetRamalan
- 34. United We Curhat Assurance: Together we can overcome our problems
- 35. Cooking used to be the job of Ibu. Not Anymore! New restaurants at all ends of the spectrum have given rise to foodies looking to impress
- 36. Food = Eksistence You are what you eat, and so is your status in the group
- 37. Food + Smartphone = Narsis Authority: My friends all go to me for food/restaurant advice
- 38. Dropping prices of air travel have opened up Generation Asia to travel 87% of Indonesians say they aspire to travel and have an interesting experience somewhere new
- 40. People check in where they don’t stay, visit 6000 places in one trip, and are living not in the moment, but in the filter. All in the name of carefully curated content that makes their audience think: “Damn, I wish that was me”
- 41. What’s the deal with travel? Authority: My friends all go to me for travel advice
- 42. What’s the deal with travel? Authority: Everyone looks up to me for travel
- 43. Travel Content is becoming much more fun and entertaining…
- 44. So what media do I use to target the Digital Generation in Indonesia?
- 45. We can look at numbers all day to try and crack this question…
- 47. But the truth is you’ve had the answer all along…it’s in your pocket
- 48. Source: Google
- 54. CONTENT Your Story What you make for the consumer CONTEXT How your story fits into GenAsia’s needs What you mean to the consumer
- 55. Our real challenge becomes: How can your brand play a role in the need for affiliation, admiration and status? What can you provide?
- 56. 1. Stop talking about yourself and start listening to your consumers
- 57. 2. Start thinking about how your brand can help Generation Asia be more awesome (CONTEXT)
- 58. 3. Stay true to what your brand stands for while telling your story (CONTENT)
- 59. STORY So what media do I use to target the Digital Generation in Indonesia?
- 60. A Quick Review: 1. 2. 3. 4. Think SCREENS, not Screen Stop talking. Start Listening. Make your consumer more awesome Stay true to your brand
- 61. And most importantly remember that Generation Asia plays to its own beat… …and to find greatness for your brands in Asia, it is critical to start seeing things through the lens of Affiliation, Admiration and Status.
- 63. Questions?
- 64. Piotr Jakubowski Head of Digital VML Qais Indonesia @piotrj piotr.jakubowski@vmlqais.com
Editor's Notes
- Good Morning. Before I get started I wanted to say a quick thank you to the organizers of the conference to have the Y&R Group represented this year, and for providing us a chance to share with you some of the great insights that we have discovered from our Generation Asia study.
- You might be wondering what type of work VML has done, and this is a quick idea of the brands that we have worked with on a Local, Regional and Global level.
- So you must be wondering. Who is this bule and what does he have to say about Generation Asia. Well, truth I live and breathe Asia. No joke! I was the first “bule” born at Pondok Indah Hospital. My life has taken me to many different countries, working on different brands. But my fascination with digital has brought me back to Indonesia, and there could not be a better time to return than during this period of growth we have been experiencing.
- Along with the rest of Asia, Indonesia has been changing. And today we are going to take a look at the psychographics behind this shift.
- Has anyone heard of this fellow, or remember him from that one Psychology class.
- Then you definitely must remember this, Maslow’s Hierarchy of Needs, something crafted in 1943 and studied in Psychology classes to this day. Problem is, Dr. Maslow was an American and these are western values.
- People in Asia don’t have the same needs as people in the West and hence, their responses to stimuli are a bit different. [Show Asia]Dr. Helmut Schutte, a former INSEAD professor, provided us with this revision of the hierarchy to address the cultural differences experienced in Asia.
- Instead of belonging, we have Affiliation – the need of being accepted by a group.Instead of prestige we have Admiration – the need to be respected by the group.And at the top, replacing self-actualization, we have Status – the need to be esteemed by society.
- Instead of belonging, we have Affiliation – the need of being accepted by a group.Instead of prestige we have Admiration – the need to be respected by the group.And at the top, replacing self-actualization, we have Status – the need to be esteemed by society.
- Instead of belonging, we have Affiliation – the need of being accepted by a group.Instead of prestige we have Admiration – the need to be respected by the group.And at the top, replacing self-actualization, we have Status – the need to be esteemed by society.
- But we had noticed that there was no study or research following this change. Together Y&R and VML decided to change that. Yet, until now, no formal research has been done to look at the zeitgeist that unites this whole new population, a population we call Generation Asia.
- Generation Asia 2013 included quantitative research from 17,000 participants across 10 countries in Asia, including over 2500 in Indonesia.
- We noticed that different countries have different attributes that define them the most. Vietnamese want to go big, Singaporeans be a bit more careful, and Malaysians are progressive. But what we need to remember is the framework and the psyche behind these attributes. Let’s get started!
- From the 16 topic areas, we’ll be covering some of the most interesting for the Indonesian market.
- Generation Asia feels overwhelmed by their connections. The smartphone has been a blessing in disguise. The tribal behavior of Indonesian youths hasn’t changed, it has been amplified. Without a connection, you cannot EKSIS.
- And the need to keep in touch with everyone and update everything is becoming a burden. Facebook, Path, Pinterest, Instagram, KakaoTalk, Line, Whatsapp…. Its endless.
- What is is that generates such a strong bond? You guessed it, the need for affiliation and the reassurance that its ok to try something new…together.
- Turn off your phone. Sure it’s easy to say. But when you look at the big picture, it comes down to the fear of invisibility. The fear of missing out. If you don’t stay in touch, you will lose touch. Or worse, someone could take your place.
- Watching sports in Indonesia is massive, and there’s nothing better than watching a live game with a group of friends. Except now, you can NoBar with your friends at the game, at home in the bar while watching TV, or even online. Fans can now voice their support, their opinion and their emotions anywhere and everywhere.
- This fervor can be seen by the number of official accounts from foreign teams opening up on Twitter, but also from the general following of fan clubs.
- In the last few days football was on everyone’s minds, and on their twitter accounts.
- Indonesia is actually famous for a global trending tweet during the 2010 Worldcup. Does anyone remember this game? Germany vs. England? Check out the global trending topic.
- What is is that generates such a strong bond? You guessed it, the need for affiliation and the reassurance that its ok to try something new…together.
- We come back once again to this need for affiliation in terms of these groups. An individual joins a fan club, and then as part of their fan club can grow to become admired, and then even perhaps esteemed by society.
- More often than ever, Indonesians are looking for new hobbies, new things to do. Photography, fixies, running, video games, you name it there is a group out there for it. A new activity = a new group = a new opportunity to build another pyramid.
- Gen Asia believes one thing about these groups – it’s not about what you’re doing, but who you’re doing it with. Meeting new people is the gateway to new experiences. Which is very different to how these hobbies and interests are being branded and sold in other countries.
- What is is that generates such a strong bond? You guessed it, the need for affiliation and the reassurance that its ok to try something new…together.
- What is is that generates such a strong bond? You guessed it, the need for affiliation and the reassurance that its ok to try something new…together.
- What is is that generates such a strong bond? You guessed it, the need for affiliation and the reassurance that its ok to try something new…together.
- An interesting thought from Generation Indonesia. “A healthy body starts with a healthy state of mind”. Young Indonesia is looking for a spiritual and emotional guide.
- So much so that they have fueled the rise of a new generation of motivational celebrities and entrepreneurs. Almost 1/5 of Indonesia follows RadityaDika, that’s amazing!
- Check out the top 30 accounts on Twitter. The highlighted ones are specifically motivation focused, but many of the other celebrities post their own type of “go get em” work. And the most retweeted content? You guessed it…motivation.
- This just speaks for itself. Together as one, we can nongkrong, we can curhat, and we can be healthy.
- Food & Food discovery is quintessentially Indonesian. Rich in spices and cuisines, Indonesia itself is a hotbed for food. And where else in the world do people ask for Pia or CekerAyam or Kerupuk as oleh2?In recent years foreign programming, and local counterparts, have inspired Indonesians to keep discovering new food, and opening restaurants. But what does this mean to Generation Asia?
- Food is alsoabout eksistence Look at instagram and Twitter. Flooded with food. Food that makes you jealous. Check-ins to hip and trendy places that scream to your followers – I have taste, I have class, I have style.
- Food = EksisYou are defined by what you eat, where you eat and how you showcase this content.
- With rock-bottom prices for airlines, and no more of the pesky 1 million exit tax, Generation Asia is, more than ever, inspired to travel. When Generation Asia DOES travel, they make sure EVERYBODY knows about it and sees it. They carefully create content and curate it in a way that makes their groups say “DAMN, I WISH THAT WAS ME”.
- Don’t you wish that was you on the beach? Or you at that trendy hotel that just opened that you’re not staying at?
- Don’t you wish that was you on the beach? Or you at that trendy hotel that just opened that you’re not staying at?
- As with food, travel hits the “Admiration” part of the pyramid due to its connection to narcissism. At this stage, its all about “me, me, me” in the group, and a chance to start creating status around.
- For each and every one of these attributes, we can identify individuals who have reached the tip of the pyramid, status.For Travel, this is not the self-actualizing dream of reaching zen by yourself on a mountaintop of Tibet. This is about everybody looking up to you, listening to every single word roll of your tongue, and reveling in the content that you create.
- What is is that generates such a strong bond? You guessed it, the need for affiliation and the reassurance that its ok to try something new…together.
- So you’re probably asking yourself…what media do I use to target the digital generation in Indonesia?
- We can look at numbers all day to crack this question
- But the truth is you’ve had the answer all along…in your pocket.
- We are the generation of the multi screen world. According to a recent google study, about 90% of media interaction is screen based[Click]Sequential usage is common. Think about how often you watch TV with your phone in your hand. And activities cross over[Click]Television is not the core of attention anymore. In Indonesia, Young Adults spend over 50% of their time in front of a TV with a phone in their hand. An internet connected phone.
- We are becoming a generation of multi-tasking multi-screeners.
- Up until even the 2000’s, brands controlled both the medium and the message
- Consumers are now in control of the medium, ESPECIALLY onlineIf you put it out there with the right message, to the right people, at the right time – they will share itCreativity – the writing of the storyInnovation – how I share it
- And this is why Content is King and Context is Queen.
- You want to check out an awesome branded YouTube Video?
- So what we need to remember is how to take the Content, your story, what you make for the consumerAnd ensure that it is married with Context, and how your story fits into GenAsia’s needs.
- Remember that with Content and Context, you build a story that ties in closer with our digital generation