INDO SOCIAL MEDIA

LANDSCAPE
2015Q1 DIP STICK 23 MARCH 2015

LANDSCAPE

TOBACCO LIMITING LEGISLATIONS

o Tobacco promotion ban is cascaded to many social media in one way or

another:

o
o
o
o

Facebook: https://www.facebook.com/ad_guidelines.php
Twitter: https://support.twitter.com/articles/20169693
Google: https://support.google.com/adwordspolicy/answer/6014299
This includes Google+, Youtube, Blogger, and many others.
Instagram: follows Facebooks policies as was acquired in 2012

o However, the above did not stop companies from utilising social media as
part of their marketing activities

PLAYING THE CARDS

TWO DIFFERENT DIRECTIONS

o Djarum has surrogate brands that live as Twitter accounts. Examples:

o
o
o

@my_supersoccer
@mldspot
@lalights

o PMI does not maintain their own Twitter accounts, instead they employ
use of hashtags by their influencers. Examples:

o
o

#GoAheadPeople & #ChangeTheOrdinary

#NeverSayMaybe & #MVibes

FUN FACTS #135

The hashtag practice originated in Twitter,

but nowadays already adopted by Facebook, Google+

and even beyond the internet, such as T-Shirts!

TWITTER FOLLOWER SUMMARY @MY_SUPERSOCCER

Followers
@My_SuperSocc
er

587,940

Audience (Avg)

342

On average, your audience has 1.2x as

many followers as users they are
following.

Tweets
(Lifetime)
@My_SuperSocc
er

253,755

Audience (Avg)

1,616

On average, your audience tweets 0.1

times per day.

Klout
Score
@My_SuperSocc
er

78.2

Audience (Avg)

21.7

5% of your total followers are above

the Worldwide Klout Score of 40.

QUICK METRICS
from:my_supersoccer

QUICK METRICS
#GoAheadPeople OR #ChangeTheOrdinary

QUICK METRICS
#MVibes OR #NeverSayMaybe

20 TOP @MY_SUPERSOCCER FOLLOWERS (SAMPLED)

@My_SuperSoccer followers with most follower count, ranked from 10,000
randomly sampled followers out of the entire follower pool.
No. Username
1
LordLouis3
2
adhe404
3 SiriouslySusan
4
iccjet
5
rezky_fjsi
6
pesek_ku
7 iradiomakassar
8
9

irfanaon
Udahlupaingat
an

10 kemalaltundag

Follower
Follower
s
No. Username
s
1,085,311
11 greget_bola
32,084
142,958
12 reynaldymulya 32,082
137,902
13 Yahelahbroo
28,665
111,347
14 vincent_irving 24,957
96,467
15
rovinstore
24,907
48,101
16 renaldysmd
22,987
47,891
17 eriksonlorenzo 22,599
TwoPointFiveTi
43,474
18
p
17,914
34,559

32,815

19

ProfitAcca1
thesecretsocce
20
r

16,461
15,337

20 TOP A MILD HASHTAGS TWEETERS

Users tweeting between 11-Mar-15 to 17-Mar-15 using #GoAheadPeople or
#ChangeTheOrdinary and having most follower count.
No. Username
1 swaragamafm
2
bangwans
3
Itsmeraffie
4
PriaTamvan
5
6
7
8
9
10

EmilyFirdiana
firasasmita
pejred
ditodewa
AndnPtr
BelajarEvent

Follower
s
125,443
14,758
10,819
9,361

4,353
4,063
4,047
3,230
3,126
2,560

No. Username
11
d4n4ng_
12 MirzaFirdaus
13 wedwedwed
14 desy_kirana
Michicofaradib
15
a
16 manajerband
17 MusiFest_PLG
18 hanaparamita
19
mr_tuki
20 Fadeelaustin

Follower
s
2,528
2,421
2,317
2,176
2,109
2,026
1,954
1,868
1,862
1,743

20 TOP MARLBORO HASHTAGS TWEETERS

Users tweeting between 11-Mar-15 to 17-Mar-15 using #MVibes or
#NeverSayMaybe and having most follower count.
No.
1
2
3
4
5
6
7
8
9
10

Username
teddymanangk
a
iwansunaryant
o
Prasyudyo
celirahim
putrinda
astryovie
hanaparamita
feliciangelica
davi_dag
RizalSastra_

Follower
s

No.

Username

Follower
s

petrajosfilia

597

1,117

11

1,001
997
959
958
874
842
732
688
610

12 ditowibisono
13
ryndes
14
Danielsupit
15 dee_fotomafia
16
SifraYudith
17 latuherujunior
18
arizonandy
19 aLzaPerdana
20
rtinz

556
556
540
478
474
461
460
459
456

FUN FACTS #135

The value of a Twitter user is no longer only
measureable by that users follower count.
Some of todays more sought alternatives are:
Klout score (influencer score determined at
www.klout.com),
and how engaging they + their followers are.
(engagements = retweets, replies, and marking as
favourites)

TOP USERS COMPARISON

No.
1
2
3
4
5
6
7
8
9
10

Sorted based on Follower Count

Engageme
Username
Followers
nts
swaragamafm
125,443
4
bangwans
14,758
#N/A
Itsmeraffie
10,819
#N/A
PriaTamvan
9,361
#N/A
EmilyFirdiana
4,353
#N/A
firasasmita
4,063
#N/A
pejred
4,047
1
ditodewa
3,230
1
AndnPtr
3,126
#N/A
BelajarEvent
2,560
1

Sorted based on Engagement Count

Engageme
No.
Username
nts
Followers
1
MusiFest_PLG
26
1954
2
swaragamaprod
19
771
3 CommExploraze
16
#N/A
4
KamarBelanja
15
408
5
christiansdrt
11
328
6
allyoucanart
8
320
7
MirzaFirdaus
7
2421
8
hanaparamita
6
1868
9
prasetyaakbaar
5
332
10
JudasJennar
4
899

THE CONVERSATIONS

Word Cloud

SuperSoccer
Search Tweets From:
@My_SuperSoccer
Search Period:
11-Mar-15 to 17-Mar15
Strong mentions of all
things related to
soccer, including
teams and players.
Word Cloud items are sized based
on its prominence (count in
conversations)

Word Cloud

A Mild
Search Keywords:
#ChangeTheOrdinar
y
#GoAheadPeople
Search Period:
11-Mar-15 to 17-Mar15
Strong mentions of
Sumatra in addition to
several other
locations.
Word Cloud items are sized based
on its prominence (count in
conversations)

Word Cloud

Marlboro
Search Keywords:
#NeverSayMaybe
#MVibes
Search Period:
11-Mar-15 to 17-Mar15
Strong mentions of
events
(Wonderland/Onederl
and), artists
(FatBoySlim), and
venues (Blowfish).
Word Cloud items are sized based
on its prominence (count in
conversations)

FUN FACTS #135

Despite Marlboro being a male-skewed brand,

did you know that their influencers on Twitter
has a higher female count?

A Mild

Marlboro

_x0006_Female
29%
_x0006_Female
55%
_x0004_Male
71%

Based on Twitter observed during 11-Mar-15 to 17-Mar-15

_x0004_Male
45%

A Mild Tweet Influence

Marlboro Tweet Influence

500,000

100,000
50,000

10,000
5,000

1,000

Followers

500

Followers
100

50

10
5

1
0
Based on Twitter observed during 11-Mar-15 to 17-Mar-15

TWEETS & REACH COUNTS OVER 1 WEEK PERIOD

#ChangeTheOrdinary & #GoAheadPeople

Impressions

300,000

30

250,000

25

200,000

20

150,000

15

100,000

10

50,000

Impressions

Tweets

Tweets

LEARNINGS

TWO DIFFERENT APPROACHES

o Djarum has surrogate brands that live as Twitter accounts.

o
o
o

It is treating social media similar to conventional paid media

It builds pool of followers over a period of time
It fosters official account followers to allow high potential impressions
although still only at a fraction of conventional media impression costs

o PMI employ use of hashtags by their influencers.

o
o
o

It takes into high account how influential a follower is

And thus able to create a pool of followers over a short period of time
It values engagements (e.g. retweets & favourites) more than potential
impressions

THANK YOU