Social Media Marketing Report For Indonesia

Social Media Marketing
Report for Indonesia

A Strategy Guide to Improve Engagement and Conversion
copyright
Senin
9, 10, 13 -17, 23 dan 34
Selasa
18, 19, 20
Rabu
30 - 33
Kamis
41 - 43
Jumat
44 - finish
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try going to http://empathic.marketing
20%
Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion
SOCIAL MEDIA IS INGRAINED IN

MODERN INDONESIA
Indonesia is the social media capital of the world
% of Internet Users active on Social Network
Indonesia
Malaysia
India
China
Singapore
USA
South Korea
UK
20%
Japan
0
20
40
There are more than 40 million Indonesians on Facebook.

Jakarta, the nations capital, is the worlds most active city in
the world. Bandung, a town just 120 km from Jakarta, is #6.
60
80
100
Social media is the quickest way to bridge communication

gaps in Indonesia.
Source: Global Web Index Survey, Semiocast
SOCIAL MEDIA IS INDONESIAS TOOL

FOR ONLINE RECOMMENDATION
8 out of 10 Indonesian online shoppers recommend products
via social media
% of online shoppers using social media to recommend products
Indonesia
Malaysia
Thailand
USA
UK
Japan
0
20
40
Indonesia has been dubbed by international media as the

social media capital of the world. However, brands need to
stop focusing on how many Indonesians are online. Instead,
brands need to start focusing on what Indonesians are doing
on social media.
20%
60
80
100
Social media in Indonesia is not a broadcast tool. Social

media is a tool to generate recommendation. Brands, and
e-commerce companies particularly, need to strategise and
measure accordingly.
Source: Redwing Asia
MULTIPLE
PURCHASE PATHWAY
In APAC Countries the average user
spends 2.5 hrs/ day on they smartphone
Average time spent on smartphone/day, minutes
181
Indonesia
174
Philipines
170
China
168
Vietnam
167
Thailand
162
India
South Korea
Japan
Australia
144
20%
135
132
The average Indonesian spends more than 3 hours a day on smartphones.

Only a fraction that time is used to actually make phone calls.
MULTIPLE PURCHASE PATHWAYS

= MORE MOMENTS OF TRUTHS
20%
MULTIPLE PURCHASE PATHWAYS

= MORE REMARKETING CHANNELS
Almost half of web visitors
need more than a day to decide on their purchase
43%
43% of total revenue comes

from purchases made in
more than one day
57%
Total revenue
20%
43% of purchases are made after the first day

This means brands stand to lose almost half of its sale if it ignores site visitors who don't
immediately turn into customers.
Brands need to strongly consider spending resources on Non-Purchase Conversions
(via newsletter and social media) and remarketing campaigns across different devices.
ONLINE VIDEO
CONVERTS
MAKING A PURCHASE AFTER SEEING VIDEO AD ON:
DESKTOP/LAPTOP
MOBILE DEVICE
25
75
40
60
NEVER
HAVE BUY
20%
Sorry, cant show you this part

ONLINE VIDEO:
FROM NICE TO NECESSARY
8 IN 10
ONLINE
INDONESIANS WATCH ONLINE
VIDEO ON A WEEKLY BASIS
AVERAGE TIME SPENT WATCHING VIDEO
ON MOBILE AND TABLET MORE THAN
7 HRS/WEEK
INDONESIA
8.1
9.3
20%
POPULAR SOURCES OF ONLINE VIDEO

AMONG THOSE WHO DOWNLOADED/
STREAMED IN PAST 12 MONTHS
91
41
29
27
13
YouTube
detik.com
kompas.com okezone.com imdb.com republika.co.id
MULTIPLE
PURCHASE PATHWAY
INDONESIANS
ARE CONNECTED
74%
OF ONLINE
INDONESIANS
ARE
23.2
HOURS A WEEK
A DAILY ACTIVITY FOR
6 IN 10
20%
TRIPLE SCREENERS
MULTIPLE
PURCHASE PATHWAYS
61%
start from
smartphone
61%
4%
continue on
a PC/Laptop
continue
on a Tablet
Smartphones are likely the first platform being accessed in a customers purchase
journey. Purchase intention begins on smartphones. Product mention on social media
leads need recognition, followed by information search on search engine.
20%
However when it comes to making a purchase decision, only 35% of customers

make their purchase on the phone. Others continue their online purchase journey
onto PC or Tablet. That said, online ticketing and booking apps prove to be
exceptions to the rule, contributing a much higher conversion on mobile.
20%
CHAPTER 2:
How Indonesians Use Social Media
in Buying Decision Process
OVERVIEW OF CHAPTER 2
The theory of buying
decision process funnel
helps company to track
down their consumer
activity in every purchase
journey.
product or their comment

on certain situation. This, in
addition to the consumers
immediate environment,
personal needs, and
surrounding trends.
The challenge for

companies today is dealing
with the multitude of
channels, device and
platforms that their
customers use throughout
the purchase decision
journey.
Over 60% of respondents

report they are at least
somewhat likely to make a
purchase based on a
friends social media post.
For many Indonesians,
Need Recognition happens
right on the palm of their
hands, over the screen of
their smartphone.
Consumer journey starts

from Need Recognition,
when the consumer s
awareness toward a
product is triggered by
what people say about a
20%
In this chapter, we delve

into how Indonesians
interact with social media
and how this new medium
impacts buying behaviour.

Many have stated that
companies cannot use
social media as they use
other forms of media. The
key to properly using social
media as an effective
marketing tool is not in
following the next big thing
or the newest social media
platform. The key is in
getting a holistic view of
how your customers use
social media beyond your
marketing campaigns.
CONSUMER
BUYING DECISION PROCESS
NEED
RECOGNITION
INFORMATION
SEARCH
EVALUATION
PURCHASE
DECISION
POST
PURCHASED
it start when the buyer recognise a need. needs can be trigger from many platform in this stage smartphone
may become one of the most influencing platform. By knowing people spent time 181 minutes on their
smartphone.
To helps the buyer getting know the product. Different type of platform that being used by the buyers such
that being used by the buyer to help them identify the product
Evaluating product in every different brand, that can bring best value that fit the buyer most. social channel,
people experience toward the product, in every brand will help the buyer to decide which brand and product
they will buy
20%
The process where the buyer will make a purchase or even they already make a purchase. The brand who can
bring the most trustworthy platform will impact the consumer purchase decision. In this days so many platform can
be use, the one that deliver the most effective platform is the one that can create high involvement of consumer on
their purchase process.
The process when consumer experience a satisfaction or dissatisfaction toward the product and willing to share
it to others. As now social media mainly becoming the most effective tools to share their thought about the
product. or the consumer involvement in network forums share their review about the product. the positive effect
will influence people to makes them willing to have the product even they are not buy it yet.
80% OF IMPRESSIONS
TRACKED BACK TO SOCIAL MEDIA
SOCIAL
MEDIA
PAID
ADS
REFERRALS
REFERRALS
PAID
ADS
DIRECT
TRAFFIC
SOCIAL
MEDIA
SOCIAL
MEDIA
SEARCH
RESULT
REFERRALS
PAID
ADS
REFERRALS
BRAND
SITE
REFERRALS
PAID
ADS
PAID
ADS
NEWSLETTER
SOCIAL
MEDIA
SOCIAL
MEDIA
SOCIAL
MEDIA
20%
PAID
ADS
REFERRALS
PAID
ADS
Behind companies marketing strategy, social media

actually play an important role as we realise it or not, they
can bring our consumer getting close to us. Is somewhat
like free ads without paying any cost.
SOCIAL
MEDIA
REFERRALS
Companies should realise their strategies using social media as a

tools for publishing or advertise, may be should change to a tools
to understand their consumer, because from this figure we can see
their consumer comes in many different by social media
FOCUSING ON PRIORITIES
IN TWO SCENARIOS
New comer
Growth company
need recognition
SOCMED
need recognition
SOCMED
information search
SEARCH
information search
SEARCH
evaluation
SEARCH
evaluation
SEARCH
purchase decision
post purchase
EMAIL
SOCMED
20%
purchase decision
post purchase
EMAIL
SOCMED
IN TWO SCENARIOS
New comer
need recognition
information search
evaluation
purchase decision
post purchase
SOCMED
The use of social media in post purchase is focusing the

growth of the profit margin, while in need recognition social
media helps to gain number of consumer.
SEARCH
80% of impressions are generate from social media users,

while this means brand can likely get a number of they
followers, even the consumer not at the stage of buying yet.
but they keep on eye to the brand.
SEARCH
Social media measure the right way in need recognition and

post purchase. The right tool to generates consumer
awareness and purchase intent.
EMAIL
Sorry,
cant show you
this part
20%
SOCMED
IN TWO SCENARIOS
Growth company
need recognition
SOCMED
Over 60% of respondents report they are at least somewhat

likely to make a purchase based on a friends social media
post. This thing indicates the important role of social media in
post purchase is major role to having profit growth.
information search
SEARCH
evaluation
SEARCH
The concept of post purchased is to share positive or

negative experience toward the products in order to continue
influence other people in buying the product. Social media as
platform that get the most positive sharing about the
products.
purchase decision
post purchase
EMAIL
Sorry,
cant show you
this part
20%
SOCMED
MEASURING THE TOOLS

FOR EACH STEP OF THE BUYING
PROCESS
need
recognition
Identification & engagement

of influencers
Mass influencer
SOCMED
Social media ads

Targeted campaign
Information
search
SEO & SEM
Optimize website
Search engine ads
Build inbound links
SEARCH
Evaluation
Purchase
decision
Post
purchase
EMAIL
20%
SOCMED
Auto responder
Create newsletter
Special Deals emails
Request to share
Customer-based cart
Identify latent fan
Dealing with
negative sentiment
POST PURCHASE
WHAT NOT TO-DO

20%
POST PURCHASE
WHAT TO-DO

20%
NEED RECOGNITION
WHAT NOT TO-DO

20%
20%
CHAPTER 3:
Choosing The Right Platform
OVERVIEW
Social media is an
effective tool to generate
purchase intent, but an
ineffective tool to push for
immediate
sales
conversion.
Social media is an
immediate
sales
conversion.

purchase based on a

purchase based on a
While social media can be

used to push to increase
conversion, improper
execution will result in
social punishment from
followers, as reflected in
reduced engagement
metrics.

reduced engagement
metrics.
Social media is an
immediate
sales
conversion.
Sorry,
cant show you
this part
20%

reduced engagement
metrics.
INDONESIAS BLOSSOMING LOVE

FOR INSTAGRAM AND PINTEREST
Facebook and Twitter are saturated
Number of users vs growth rate
80
-47.2%
70
60
How Indonesia
social media
active users
own 30% traffic
compare to the
world
-14.6%
50
40
30
20
-10.55%
10
0
Facebook
Twitter
Instagram Pinterest
LinkdIn
20%
Because of its population size when the early majority of Indonesians

start adopting a social media platform, the country tend to dominate
the platform but saturation tend quickly to follow, and Indonesians
move their social media activity to other platform.
Twitter
Path
0
20
40
60
80
100
(42% of Twitter users from Indonesia,

30% of Path traffic comes from Indonesia)
120
COMMUNICATION
LANDSCAPE CONTINUUM
ACTIVE
PASSIVE
ephemeral
succinct
lower investment
value
low reply value
durable
verbose
higher investment
value
higher reply value
OPEN
20%
Vague
Seen by many
Leveraged
Intrusion-based
DISCRETE
Clear Feedback
Seen by select few
personalised
permission-based
PRE-INTERNET
COMMUNICATION LANDSCAPE
Open
Tv Ads
Radio Ads
Live radio
Cb radio
Billboard
Lovelocks
Rally
Active
Passive
Seminar/teaching
Community board
Celebration of life event
20%
Fax
Phone
Pager
Mail
Sms
Discrete
THE MYTH OF
SOCIAL MEDIA CONVERGENCE
Each social media platform serves a specific social function
Open
Tv Ads
Radio Ads
Live radio
Cb radio
Billboard
Lovelocks
Rally
Active
Passive
Seminar/teaching
Community board
20%
Fax
Phone
Pager
Mail
Sms
Discrete
THE MYTH OF
SOCIAL MEDIA CONVERGENCE
How social platform move from current place
Open
Tv Ads
Radio Ads
Live radio
Cb radio
Billboard
Lovelocks
Rally
Active
Passive
Seminar/teaching
Community board
20%
Fax
Phone
Pager
Sms
Sms
Mail
Discrete
Winning against established e-retailers on a head-to-head

competition requires outspending their marketing budget. This
is an expensive option that ignores the competitive advantage
new players have: the attention of Niche Influencers
Niche Influencers can be anyone

45% of people already post photos of products/services theyve tried.
70% of them think they influence others.
FACEBOOK
The Most Active Social Platform
Pinterest
11%
69M
FACEBOOK
ACTIVE USERS
IN INDONESIA
Instagram
13%
Facebook
26%
Highest Facebook Users in Apac
South Korea
1%
1%
2%
5%
Australia
6%
Malaysia
7%
Indonesia
27%
Taiwan
7%
Linkedin
13%
Twitter
20%
Google+
17%
Vietnam
8%
Thailand
10%
Philipines
15%
Japan
11%
Growth of New Audience

22%
20%
6%
5%
4%
Jakarta
Bandung
Medan
3%
3%
Surabaya Tanggerang Bekasi
3%
Bogor
3%
2%
2%
Jakarta is a city that has the highest growth in new audience.

But other cities show potentials, so if we are using Facebook,
we better target audience in Indonesia not only Jakarta.
Yogyakarta Makassar Palembang
TWITTER

20%
INSTAGRAM
Should you be on Instagram?
Fashion
Sorry,
cant show you
this part
Decoration
65%
-35%
-48%
-57%
Health
Finance
80%
Culture
Real-Estate
67%
Sorry,
20%
cant show you
this part
INSTAGRAM
Distribution of Instagramer by age
6% 7%
14%
73%
under 15
15 to 35
35 to 50
What you should aim for on Instagram
62%
follow brands because they love it
54%
follow brands to discover new things
48%
follow brands because the account is

funny and interesting
over 50
20%
PATH
Connected Path to another social media platform
No
30%

Yes
70%
20%
PATH
Frequency of checking Path
Most Activity in Path
69%
48.68%
of them check their account

at every opportunity
4M
Thoughts
11%
Locations23.18%
17%
82% check at least once a day
ACTIVE USERS
IN INDONESIA
17.22% Photos
49% 10.93%
Entertainment
23%
Most Type of Photo Posted on Path
10%
Social Sharing into Other Socmed Platform
1%
15%
20%
10%
CONNECT TO OTHER SOCMED

NOT CONNECTED
65%
Selfie
Current activity
FnB
Meme
Product
69.5%
30.5%
PRODUCT ASK AND ORDER

ALSO HAPPEN IN SOCIAL CHAT
Social messenger helps consumer in purchase intention
Popular social messenger in Indonesia

43%
37%
36%
23%
23%
20%
16%
WhatsApp
BBM
Line
Facebook
Messenger
Twitter
20%
WeChat
Kakao Talk
16%
15%
Skype
Yahoo
Messenger
social messenger usage in mobile phone is a heavy usage,

more than 3 hours Indonesian spent their time to look into their screen on mobile
Chapter 4 Buffer Page

pic
title: the role of influencer
20%
OVERVIEW
Social media is an
immediate
sales
conversion.
Social media is an
immediate
sales
conversion.
Social media is an
immediate
sales
conversion.

purchase based on a

purchase based on a

purchase based on a


reduced engagement
metrics.

reduced engagement
metrics.
20%

reduced engagement
metrics.
IDENTIFYING MASS INFLUENCERS

KEY TO MARKET DOMINATION
80% of impressions are generated by 6% of social media users
Mass Influencers
The minority of social media users
driving the majority of impressions on e-retail sites
80% 20%
E-retailers with
powerful infrastructure
(stock, delivery,
payment platform)
need to identify the
relevant 6% of social
media power users
(Mass Influencers).
Focus on relevancy
instead of audience
size because Mass
Influencers power is
contextual.
Source: The Webby World, Klout
SOCIAL MEDIA GENERATES

PURCHASE INTENT
6 out of 10 people buy products based on friends social media post
Social media is an effective tool to
generate purchase intent, but an
ineffective tool to push for immediate
sales conversion.
Ernanda Putra - Graphic Designer

503,669 followers on Instagram
Over 60% of respondents report they are

at least somewhat likely to make a
purchase based on a friends social
media post.
This photo received 5,000 likes

and 40 comments
While social media can be used to push

to increase conversion, improper
execution will result in social punishment
from followers, as reflected in reduced
engagement metrics.
The example on this page shows an
example of an effective use of influencers
in generating purchase intent.
20%
How do I buy this? Im really

interested with this collections.
His followers comments show interest

toward the products in the photo
I really want it to buy these :(
but are they expensive?
The products are really cool.
ENGAGING NICHE INFLUENCERS

KEY TO MARKET ENTRY
New brands need Niche Influencers to capture Long Tail audience
Instead of fighting established e-retailers head-tohead and trying to outspend their marketing
budget, successful online MSMEs engage Niche
Influencers instead.
Niche Influencers can be anyone
45% of people already post photos of products/
services theyve tried.
70% of them think they influence others.
The Long Tail audience provides a starting point for new e-retailers
80%
20%
The Long Tail of Influence

Your brand conversation already exists out there.
It does not start with advertising. It starts with
product experience.
20%
Beware the Buzzer
Quick Facts on Social Media Buzzers
While paid tweet accounts, otherwise known as Buzzers, still deliver online
traffic and conversation, use them with caution. Whenever possible, opt for
organic recommendation over paid ones.
Min. followers: 2,500

Avg. Payment: US$21-50/tweet
Top Buzzers: US$500/tweet
TYPE OF INFLUENCER
CREATOR
Expertise
Interaction
Event
Hashtag
: specific to his/her expression

: rarely respond
: go to event when she/he in the spotlight
: no specific hashtag
CURATOR
Expertise
Interaction
Event
Hashtag
: theme based
: respond to product/theme question/comments
: go to theme specific event
: own hashtag (for contributor)
20%
CONNECTOR
Expertise
Interaction
Event
Hashtag
: local based
: respond to any interaction
: go to any event
: has own hashtag (looking to connect)
TYPES OF INFLUENCER
CURATOR
CONNECTOR
They know how to illustrate

and framing products and
concepts into relevancy
To finding the best people and want

to share experience freely typically
of connector, they are also friendly.
CREATOR
Creating content that
originally from their ideas
and elaborate with the trend
CREATOR
Expertise
Interaction
Event
Hashtag
: theme based
: respond to product/theme question/comments
: go to theme specific event
: own hashtag (for contributor)
Expertise
Interaction
Event
Hashtag
20%
: local based
: respond to any interaction
: go to any event
: has own hashtag (looking to connect)
Expertise
Interaction
Event
Hashtag
: specific to his/her expression

: rarely respond
: go to event when she/he in the spotlight
: no specific hashtag
CURATOR
NAME GOES HERE
About
ESTHETIC
Social media is an effective tool to generate

purchase intent, but an ineffective tool to push
for immediate sales conversion.
Over 60% of respondents report they are at least
somewhat likely to make a purchase based on a

sales conversion.

20%
OBSERVANT
SHREWD
CONNECTOR
NAME GOES HERE
About
ACCESIBLE


sales conversion.

20%
SENSITIVE
RESOURCEFUL
CREATOR
NAME GOES HERE
About
SKILLFUL


sales conversion.

20%
WITTY
DEDICATED
Key Questions:
1. Which Mass Influencers are the right fit for your
brand?
2. How can your brand help these Influencers reach
their long term goals?
Key Questions:
1. How are you monitoring brand conversations?
2. How do you contribute to these conversations
without dominating them?
CONTACT US
Whats with all this redaction?
Id love to share more details on this research and
other insights we have on Indonesian consumer
behaviour - how about doing it over a cup of V60
Kerinci single origin?
#coffeesnob :)
Ghani Kunto
20%
email: ghani@empathic.marketing

Social Media Marketing Report For Indonesia

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Social Media Marketing

Report for Indonesia

9, 10, 13 -17, 23 dan 34

Sorry, cant show you this page

SOCIAL MEDIA IS INGRAINED IN

There are more than 40 million Indonesians on Facebook.

Social media is the quickest way to bridge communication

Source: Global Web Index Survey, Semiocast

SOCIAL MEDIA IS INDONESIAS TOOL

Indonesia has been dubbed by international media as the

Social media in Indonesia is not a broadcast tool. Social

Source: Redwing Asia

The average Indonesian spends more than 3 hours a day on smartphones.

MULTIPLE PURCHASE PATHWAYS

MULTIPLE PURCHASE PATHWAYS

43% of total revenue comes

43% of purchases are made after the first day

Sorry, cant show you this part

POPULAR SOURCES OF ONLINE VIDEO

kompas.com okezone.com imdb.com republika.co.id

A DAILY ACTIVITY FOR

However when it comes to making a purchase decision, only 35% of customers

product or their comment

The challenge for

Over 60% of respondents

Consumer journey starts

In this chapter, we delve

impacts buying behaviour.

Behind companies marketing strategy, social media

Companies should realise their strategies using social media as a

Sorry, cant show you this part

The use of social media in post purchase is focusing the

80% of impressions are generate from social media users,

Social media measure the right way in need recognition and

Over 60% of respondents report they are at least somewhat

The concept of post purchased is to share positive or

MEASURING THE TOOLS

Identification & engagement

Social media ads

Sorry, cant show you this page

Sorry, cant show you this page

Sorry, cant show you this page

Over 60% of respondents

Over 60% of respondents

While social media can be

While social media can be

While social media can be

INDONESIAS BLOSSOMING LOVE

Because of its population size when the early majority of Indonesians

(42% of Twitter users from Indonesia,

Celebration of life event

Celebration of life event

Celebration of life event

Winning against established e-retailers on a head-to-head

Niche Influencers can be anyone

Highest Facebook Users in Apac

Growth of New Audience

Surabaya Tanggerang Bekasi

Jakarta is a city that has the highest growth in new audience.

Yogyakarta Makassar Palembang

Sorry, cant show you this page

What you should aim for on Instagram

follow brands because they love it