The document discusses the growth of Indonesia's digital industry, highlighting its substantial internet and social media user base, particularly in the context of global statistics. It outlines the changing behavior of Indonesian internet users and the importance of analytics in strategizing and evaluating digital media campaigns. Key players in the industry, tools for measurement, and the necessity of understanding audience behavior to improve engagement are also emphasized.

1. INNOVATIVE
INDONESIA WITH
SMARTER ANALYTICS
HOW IT APPLIES IN DIGITAL
INDUSTRY

2. DIGITAL & SOCIAL
MEDIA LANDSCAPE
IN INDONESIA
FIRST, LET’S TALK ABOUT THE
DIGITAL INDUSTRY…

3. WORLD’S INTERNET
POPULATION/GROWTH
Africa
Asia
Europe
Middle East
North America
Latin
America/Caribbean
Oceania/Australia
4.5
167.3
114.3
105.1
3.2
108.1
18
7.6
1,076.6
518.5
90
273.7
254.9
24.2
Numbers In millions
Dec 2000 360,985,492
2,405,518,376Jun 2012
Total Number

4. WORLD’S SOCIAL
NETWORK USERS

5. DEMOGRAPHIC
Indonesian population: 242,325,638
Internet population: 65,000,000 (by Jan 2013)
2011 2012 2013
Number of
Internet Users in
Indonesia
55 65 80*
Numbers In millions
* Indicates a forecast
Internet Users in
Indonesia
• No. 8 worldwide
• No. 3 in Asia Pacific
after China & India

6. SOCIAL MEDIA USERS
51,515,480 by Jan 2013 but decreased to
48,134,040 by April 2013
19,500,000 users by Jan 2013 and keeps
increasing
8,700,000 Unique viewers with
465,000,000 videos watched on YouTube
by June 2012
1,387,380 users. Popular for HR & Job
Hunters

7. INDONESIA’S REPUTATION
The 4th largest facebook country in the world, after
US, Brazil & India
The 5th largest twitter country in the world, after US,
Brazil, Japan & UK
– Jakarta is the most tweeting city in the world
Jakartan twitter users
post 2,4% of the 10.6
billion tweets
worldwide
2%
2.3%
2.4%Jakarta
Tokyo
London

8. INDONESIAN INSIGHT:
WHAT INDONESIANS
DO ONLINE
• Socializing and entertainment
via social media platforms
• Search for general information
and E-mailing
• Visiting websites or blogs
• Academic/business research
• Online Shopping or paying
bills

9. BEFORE AND AFTER
THE DIGITAL ERA
Before
• Handwriting
• Fixed
• Limited
• Newspaper, TV &
Radio
• Slow; 24 hours
• One way
communication
After
• Typing
• Mobile
• Connected
• Social Media
• Fast; real-time
• Two ways
communication

10. THE CHANGE WE ARE
ALL EXPERIENCING…
• Still influenced by TV but becoming less
so
• Trust friends, peers and families more
than any other source; ‘People Like Me’
• Online, Mobile, Vocal

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 of
Communication &
Informatics
• Jakarta Deputy
Governor
• The Presidential
Palace
• The President
NGOs
• WWF
• Green Peace
• Unicef
• Etc.

12. THE ROLE OF
ANALYTICS IN
DIGITAL & SOCIAL
MEDIA
WHY WE NEED IT

13. THE THREE
IMPORTANT STAGES
• Assess
• Strategize
• Evaluate

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. STRATEGIZE
Develop
strategies based
on your findings

16. EVALUATE
• How was the sentiment?
• How far did your activity travel?
• Did it work?
• How can we improve?

17. WHEN ANALYSIS
IS OVERLOOKED
CASE STUDIES

18. CAMPAIGN/TACTIC
DOES NOT GET
PICKED UP

19. ACTION
BACKFIRES
EDELMAN DIGITAL’S
CASE STUDY:
XXX Airlines
— FEB 2012

20. R.I.P
ADVERTISING
A book launching
campaign
GENERAL CASE
STUDY
— June 2011
The Power of W.O.M.M

21. IMPROVEMENTS
ARE HARD TO
BE MADE

22. DIGITAL
ANALYTICAL TOOLS
THE MEASUREMENT

23. WHAT DO WE MEASURE
OR ANALYZE?
• Reach and impressions
• Visits and/or clicks
• Mentions > sentiments
• Engagement

24. FACEBOOK
ANALYTICS

25. GOOGLE
ANALYTICS

26. OTHER TOOLS
• Tweet Reach
• Radian6
• Tweet Level
• Meltwater

27. SO TO
CONCLUDE

28. KNOW OUR
FIELD
What’s
happening
and how is it
(the industry)
growing?

29. UNDERSTAND
OUR TARGET
What’s the
behaviour
and how we
best
approach
them

30. ANALYTICS ARE
IMPORTANT
• ASSESS
• STRATEGIZE
• EVALUATE
They all need a good research and data analysis.

31. “The three parts of the theory are analytical ability, the
ability to analyse things to judge, to criticize; creative, the
ability to create, to invent and discover; practical, the
ability to apply and use what you know.”
– Robert Sternbergon human intelligence

32. Louisa Jessica Condro
Edelman Indonesia
THANK YOU