(youthlab indo) Twitter advertising in Indonesia: Youth Marketing Case study


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twitter advertising is a huge hype in Indonesia among brands and organizations. this report gives you a clearer and objective view on how twitter advertising should be done for the youth segment
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(youthlab indo) Twitter advertising in Indonesia: Youth Marketing Case study

  1. 1. All background pictures tribute to Indonesian Mural Artist Darbotz<br />Twitter Advertising in Indonesia:<br /> Youth Marketing Case Study<br />Causal Research by Youth Laboratory Indonesia<br />More marketing insight on: www.enterthelab.com<br />
  2. 2. Indonesia has 62 Million Youth among its population<br />65% of Indonesian twitter users are under 25 Years Old<br />Via Sysomosinc survey<br />95% of Indonesian youth in Jakarta-Surabaya open a <br />Social media account while browsing the net<br />Via Frontier survey<br />
  3. 3. 3 Types of Twitter Advertizing Trends<br />Information broadcasted through <br />brands official account (ex: @blitzmegaplex)<br />2. Account that do Retweet based on <br />mentioning (ex: @infobandung)<br />3. Campaign runs by net advocate using<br />‘#’ (ex: #BelgianChocolate) <br />(Edith Lavindri, Youthlab Researcher, 2011)<br />
  4. 4. Hipothesis:<br />The Question is what really drives the young people<br /> to Adopt Twitter Advertising in Indonesia?<br />
  5. 5. Theoretical Framework Used By This Research<br />Theory of Reasoned Action <br /> (FishbeinAjzen)<br />Theory of Planned Behavior (Ajzen)<br />Technology Acceptance Model (Davis)<br />Innovation Diffusion Theory (Rogers) <br />(Edith Lavindri, Youthlab Researcher, 2011)<br />
  6. 6. Methods<br />384 Respondent, from Jakarta-Bogor-Depok-Tanggerang-Bekasi, age 15-24 years old<br /> filled a questioner reliably and validly tested based on Fishbein, Ajzen, Davis and Rogers <br />empirical parameter.<br />The questioner consist of 46 items on subjective norms, perceived usefulness, compatibility<br />Perceived behavioral control, awareness on mass media advertising and intention to adopt<br />Twitter advertising.<br />10 Respondent, from Jakarta-Bogor-Depok-Tanggerang-Bekasi, age 15-24 years old<br />answered an in-depth qualitative interview session. <br />
  7. 7. Qualitative Interview Findings<br />“hmm..you could say that I like twitter advertising because I follow ‘Fixie Bike Market’<br />twitter account.(At first) Friends who know that i love Fixie said ‘Brian you should follow this <br />account ” – Brian Prakoso/Male/19 Years Old-<br />“I once follow a brand account, their tweets are obviously selling<br />…product information and customer service. Doesn’t interest me <br />at all, so I just unfollow it” <br />– Bintang/Female/17 Years Old-<br />“I once do hastag ‘#’ on magnum. Solely because my friends did it too. <br />iJoin the hype of it although I never eat the ice cream itself” <br />– Adrian Irawan /Male/21 Years Old-<br />
  8. 8. Qualitatively….<br />Friends have the biggest impact on twitter advertising adoption. Youth decision<br />making to follow, Retweetor # depends on peer group recommendation, so does their <br />choice to unfollow a certain account.<br />Social drives beats the utilitarian logic to adopt twitter advertising.<br />
  9. 9. Quantitatively<br />“73% of Youth access twitter <br />through their mobile”<br />Youth have transformed the basic rules<br />of microblogging, from broadcasting information<br />to media of conversation<br />
  10. 10. Quantitatively<br />44% of Youth open their first account on twitter on 2009, <br />while 46% on 2010<br />86% of Youth follow a brand twitter account & 94% of them follow a celebrity account<br />Bloggers & celebrities were the early adopters, the trends hit the early majority in only a year<br />
  11. 11. Quantitatively<br />“Attitude, subjective norm, perceived<br />usefulness, compatibility, perceived <br />behavioral control, and awareness contribute<br /> significantly in 32% of intention <br />to adopt twitter advertising variance”<br />(Level of significance below 0.01)<br />
  12. 12. Quantitatively<br />Perceived usefulness alone have 57% negative effect on Intention to Adopt Twitter Advertising<br />variance, While attitude (82%) and subjective norm (81%) effect positively. <br />(Level of significance below 0.05)<br />Social drives beats the utilitarian logic to adopt twitter advertising.<br />
  13. 13. Insights<br />The brands should be loved first by the offline social environment to make it impacts<br />on youth twitter millieu.<br />
  14. 14. Insights<br />Online conveniencies are not a pulling factor for creating a social media hype<br />on twitter<br />Compability, Perceived behavior control, and awareness on mass media<br />advertising singulary don’t have an impact on twitter advertising<br />adoption based on statistical analysis <br />
  15. 15. Insights<br />Youth look at their friends wall and timeline not at brands account. Brands <br />account information will only be significant if they contribute at leveraging the young people social status. ‘listening’ to what youth says will be the key to a twitter advertising attempt. <br />
  16. 16. Insights<br />Don’t be satisfied by the number of followers or you will pulled away from what matters most<br />to the young people<br />
  17. 17. Insights<br />The Zen of twitter advertising strategy is to keep the balance between offline and online engagement<br />
  18. 18. Insights<br />“twitter advertising It’s not a battle <br />on awareness but a war on gaining <br />youth trust by giving social support.<br />Followers is not a commodity<br />It should be earned with proper<br />offline engagement as well”<br />
  19. 19. Research Report By Youth Laboratory Indonesia<br />Youthlab is the first factory and repository of Indonesian youth insight, compromised of multi-talented youths of various background, the research and consulting company helps corporations and organizations create precious connection with the fickle yet precious market segment.<br />Through etnographic research, online tracking, creative focus group discussion, and other means, we help you create a dialogue with the youths of Indonesia in the most efficient manner.<br />We Here to Make that happen to you<br />Request free download of this presentation:<br />http://enterthelab.com/index.php?m=insight&s=presentation<br />Find more about Indonesian <br />Youth trends, data, & insights:<br />www.enterthelab.com<br />Contact us for a presentation of this slide<br />Tara.talita@gmail.com<br />faisal_sii@yahoo.com<br />All background pictures tribute to Indonesian Mural Artist Darbotz<br />High appraisal to Edith Lavindri (youthlab marketing strategist) who conducted the research from A to Z<br />