5 Indonesia's Social Media Predictions in 2013

5 INDONESIA’S SOCIAL MEDIA PREDICTIONS IN

@pitra

Online Branded EntertainmentBrands look for other opportunity in social media, adapting what’s successful in traditional media. Music and video are few examples that brands will transform from offline to online. Music and video are created by already famous creative individuals, who also happen to be known by many in Twitter or Facebook. Brands facilitate the process by crowdsourcing part of the creative idea to their fans and followers. Brands also fund the production cost in return for product placement inside the music and video.

Samsung sponsored new single for Raisa, with design materials in her music video taken from the brand’s contest. Joko Anwar already directs 3 short videos in 2012, for Acer, Sun Life Financial, and CloseUp. All movies are published online.

Getting Insights from Big DataLots of Indonesia’s brands have participate in social media conversation for the past year. Thousands of tweets happening in just Jakarta every day, making it one of busiest Twitter cities. Talks about brands are happening every seconds, sometimes without brands realizing it. Some tweets are valid, containing information about brands’ sentiments, while others become noise that make information become harder to understand. This big data should be filtered, put into some context, so brands could understand new insights that could be used for future’s programs. This is no easy task since brands and their agencies are still focus on the data (mentioned tweets, impressions, total likes, etc.) and have little experience in learning insights from the captured data.

Mobile Social MediaMost people access social media using mobile, either by downloading apps or by browsing the mobile site. Several local mobile operators now give free access when users access Twitter and Facebook’s mobile site. Since user experience on mobile is different than PC, brands will have to create different design for each medium. Mobile interfaces should be streamlined and designed for fast loading. Features such as geo location, near field communication (NFC) could enrich brand experience in mobile. Mobile should become brands’ first point of contact to customer.

Levi’s Indonesia creates various QR code design for many different jeans style in their store. This QR code will take users to different gallery in Levi’s microsite. Users can see how each jeans style worn by regular people who contribute their photo in the microsite.

Customer Care Goes SocialAside of using social media for marketing and public relation purpose, brands also use the channel for customer service. They provide questions and answers about products and services. They serve as consumers’ first point of contact in social media whenever problem arise. Consumers tend to complain about brands in social media because it’s easy. Brands’ customer care should immediately respond to the problem, before it’s turned to a snowball effect.

Telecommunication providers, XL Axiata and Indosat create specific customer care account in Twitter to immediately respond to consumers’ problem online. First Media, a cable television and internet company, integrates its hotline withTwitter customer service.

Content is the Most Valuable AssetBrands’ social media accounts live with contents. In Facebook, brands are challenged to create creative contents, in visual and wording. Compelling contents would be easily spotted, and most importantly, liked, shared, and commented by users. Contents should still represent brands’ characteristic while also keeping audiences excited. Pseudonym accounts in Twitter are usually smart in creating such contents, making their tweets favorited and retweeted hundreds of time.

Pocari Sweat’s Twitter account represented by a character named Pocariman who tweet brand’s message in a casual way. Kurang Asem candy contents in Facebook are funny and witty, so users like to share them.