Indonesian Journalists Technographics Report 2011/12

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A closer look to how Indonesian journalists consume the

Internet and social media, and why knowing this is important

for your business.

INDONESIAN JOURNALISTS TECHNOGRAPHICS REPORT 2011/12

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THE EDITORIAL TEAM

Editor-in-chief:

ONG HOCK CHUAN – TECHNICAL ADVISOR, MAVERICK | @unspun

Ong co-founded Maverick in 2002 after working as a journalist for 14 years in Malaysia, Hong Kong, Taiwan and Indonesia; and

four years heading Ogilvy PR’s operations in Indonesia and in Singapore. He is a seasoned PR professional who has advised

clients through some of their most sensitive and intractable problems in the area of crisis and issues management, litigation PR

and brand strategy. Ong is also an accomplished trainer in media handling skills, crisis management and interpersonal

communications skills. He is a Press Fellow at Wolfson College, Cambridge, a founder of the Indonesian PR Practitioners Group

and an advisor to Pesta Blogger, Indonesia’s largest annual gathering of bloggers. Ong has often been quoted on PR and

communications matters by news organizations including the BBC, ABC and Reuters.

Sub-editor, writer:

HANNY KUSUMAWATI – HEAD OF RACONTEUR | @beradadisini

Hanny has more than 7 years experience in both corporate and marketing communications. In Raconteur, she focuses on

helping companies to tell their stories engagingly, using social media; as well as making social media an indispensable

competitive edge in their overall business strategy. As the event manager of Indonesia’s first national-scale bloggers’ gathering

Pesta Blogger 2007-2009, she has also established close contacts with Indonesia’s prominent bloggers and Netters. Hanny is

also the founder of an award-winning online social movement, Coin-a-Chance!, and has been invited as a speaker, trainer, and

discussion facilitator at different social media and technology events, including Pakistan’s First International Social Media

Summit 2011 in Karachi, Tech Camp Jakarta 2011 (a program under Secretary Clinton's Civil Society 2.0), and Malaysia’s Social

Media Week & World Bloggers’ Summit 2012. She has also been conducting social media training workshops for the managerial

level of various corporations/brands who would like to know more about social media as a tool to help them achieve their long-

term business objectives.

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Research and transcript:

AMELIA VIRGINIA – RESEARCH ASSOCIATE, RACONTEUR | @lunaticameru

After graduating with a BA in Mass Communication from the University of Indonesia, she worked as a media analyst and

research assistant at a local NGO, Yayasan Pengembangan Media Anak (YPMA). Her responsibilities included handling research

and studies related to media and adolescents, focusing on digital natives and social media. She has also worked closely with the

Indonesian Broadcasting Commission and UNESCO in several projects. Amelia plays an important role in Raconteur by

providing supporting data, facts, and analysis to help the storytellers craft the best strategy for their clients. In her spare time,

Amelia loves to play with words, musical notes, and illustrations.

Research:

AFDITA SARI – CONSULTANT, MAVERICK | @afdita

Dita is Maverick’s go to expert on media relations because of her wide network of contacts with journalists from across

industries. Holding a BA from the University of Indonesia majoring in Public Relations, Dita plays a key role in developing

Maverick’s Technographics survey, a study on how Indonesian journalists use the Internet to connect and find information

related to their work. Prior to joining Maverick, Dita interned at BP Indonesia’s Communications and External Affairs

Department where she worked with the Strategy and Planning Team on the CSR efforts surrounding the Tangguh Project.

Research:

ADISTI DARAMUTIA – ASSOCIATE, MAVERICK | @krilianeh

Adisti acquired the nickname of ‘ADIS GADIS’ when she worked for GADIS magazine, the first and largest circulating teenage

girls’ magazine in Indonesia. During this time she also helped revive the following for the publication’s Twitter account,

@GADISmagz. After four years there, she joined Koran Jakarta before joining Maverick’s Media Relations team, where she brings

with her a network of lifestyle and entertainment journalists. Adisti holds a bachelor ‘s degree in journalism from the Institut

Ilmu Sosial & Ilmu Politik (IISIP) Jakarta.

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Design and infographics:

ASTARI LAKSMIWATI – ASSOCIATE, RACONTEUR | @chroniclea3

Astari is the geeky, yet stylish entity at Raconteur that dives deep into the 2.0 Web to bring us gems in the form of fresh ideas to

inspire and use. Astari has helped clients like Google, Anugerah Adiwarta Sampoerna, Coca-Cola, and Citibank to tell their

stories and develop community engagements via social media. Building on her amateur-editing work back in college at

Parahyangan University radio station, she also cultivates and explores visual experiments for Raconteur’s upcoming movie

projects. Astari holds a BA from Parahyangan Catholic University in 2007, majoring in International Relations. She has also been

an event organizer at dbb/Vertigo where she traveled to several cities for a national music competition. This led her to a spiel in

the digital music business as Music Content Manager at one of the biggest content provider companies in Indonesia, Kreatif

Bersama (2010).

Publications and launch:

NIA SADJARWO – ASSOCIATE, MAVERICK | @nsadjarwo

Nia is Maverick’s Community Curator, a position we created to strengthen Maverick’s ties with the various communities we

interact with. Nia rejoined Maverick this year after freelancing for six years when she managed numerous communication

campaigns and social media projects which allow her to maintain close relationship with the media as well as with prominent

people in the industry. Prior to joining Maverick back in 2006, Nia worked for STIKOM LSPR—Jakarta, where she held two

positions: Academic Manager of the Master’s Degree Program and PR Coordinator under the Corporate Communications

Department. Nia spent the last four years working as a freelancer on. Among the projects she handled are Anugerah Adiwarta

Sampoerna 2007-2009, Pesta Blogger 2009-2010, ON|OFF 2011. She is also the co-founder of Coin-a-Chance!, a digital-based

social initiative focuses on helping underprivileged children back to school. Coin-a-Chance! has received several

acknowledgements including from Nokia Indonesia as the Best Online Activism 2009 and Social Icon of the Year from Gatra

Magazine 2010. Nia is presently completing her Master’s Degree Program in Corporate Communications at STIKOM LSPR—

Jakarta on a full scholarship.

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DEDICATED TO

Our clients, potential clients (wink), and our journo friends

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TABLE OF CONTENTS

PART 1. How Indonesian journalists consume the Social Media | p. 8

PART 2. Indonesian journalists’ preferred news sites | p. 11

PART 3. Forums & mailing lists where journalists hang out | p.12

PART 4. Indonesian journalists’ technographics matrix | p. 13

PART 5. What Indonesian journalists’ access online | p. 16

PART 6. Journalists’ preferences in receiving information | p. 17

PART 7. How journalists find information | p. 20

PART 8. Indonesian journalists’ Telco providers & gadget preferences | p. 21

PART 9. Media organizations & their social media strategy | p. 23

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FOREWORD  Some of the questions our clients ask during our social media workshops are “How important is social media compared to conventional ones (newspapers, TV, radio)?”, “Does social media change anything in our relationships with conventional media?” and “When do I have to take social media seriously?” We used to answer based on our observations and anecdotal evidence that social media has become too pervasive and popular, at least among Indonesia’s chattering classes, to ignore. We observed that most journalists seemed to be on Twitter and Facebook; that some of them have become celebrity Twitterers with followings rivaling or surpasing the circulation of Kompas, the nation’s largest circulating daily. “But do you have numbers?” the clients will ask. “What about the majority of journalists? Do they blog? Do they have Twitter or Facebook accounts? How many of them are actually influenced by what goes on in social media?” Good questions that deserve solid, fact-based answers. This spurred us to conduct our own research into the matter. In 2010, we worked with The London School of Public Relations Jakarta Research Center to conduct Indonesia’s

first-ever technographics survey of Indonesian journalists. Together, we polled 321 journalists, photojournalists, and editors from 141 media houses in Indonesia, from June to September 2010. The results told us that social media had arrived in Indonesia and that any company that was cared about its reputation could not afford not to at least listen to the conversations taking place on the Internet. This year we sharpened the focus of the survey and polled 145 journalists from 39 media to find out how Indonesian journalists used and consumed social media in 2011. We also took the extra step of interviewing several of Indonesia’s largest media organizations to find out about their social media policies and strategies. Do they have any policies for tweeting journalists or anchors? How do they mesh the newsroom and their business division into their social media accounts? What are their plans in 2012? The result is this document—and yes, social media affects your business in Indonesia more than most people realize. nONG HOCK CHUAN, Technical Advisor, Maverick.

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Part 1.

HOW INDONESIAN JOURNALISTS CONSUME THE INTERNET

58%

home access 19%

Average timespent onthe internet> 6 hours

of the journalists

connect tothe interneteveryday*survey from 145 respondents

HOW DO THEY ACCESS THE INTERNET?

39%journalistsaccessed the internet intheir o!ce mobile

phone62%

58%

of the journalists own a Twitter account

personalmodem

24%

public facilities2%

*(Answers can be more than one)

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nTHE JOURNALISTS ARE GOING MOBILE. ARE YOU? What’s notable is that 6 out of 10 journalists are accessing the Internet via mobile phones/mobile devices. This finding supports the fact that Indonesia is the third fastest-growing mobile consumer market1 in the world. It also partially explains why BlackBerry, the smartphone of choice for most Indonesians, has a 842% increase in device requests in 20092. In 2010 there were only 30 million fixed telephone lines in the country, but mobile usage had actually reached 140 million people, or around 58.3% of the population.3 Not surprisingly, about 80% of all the handsets sold in Indonesia are web-enabled4. We expect that in 2012, these numbers will increase significantly. What this means for corporations is that they should make their communications mobile-friendly if they want to get into the conventional media. Press releases, FAQs,

Websites, press conference invitations and video interviews should be mobile-friendly. Apart from sending press releases via email after a press conference, you can also prepare a laptop with Bluetooth connection at the press conference venue, and send your press release to the journalists’ smartphones right away. An HTML-based press release, with hyperlinks that will direct the journalists to more detailed sources/ explanations about a certain issue/term can also be an option. Inviting and confirming attendance of journalists also need to be mobile-friendly, if nothing else to make it more difficult for keeping away bodrex (an expression used by Indonesian communication practitioners to describe fake journalists who come to press conference only to squeeze some money or get a free lunch/goodies).

PERSONAL INTERNET USAGE

7 out of 10journalists

use the internet for- online shopping- gaming

*(Answers can be more than one)

are on the Net to access social media.

1 out of 10journalists

8 out of 10 journalists are on the Net to BROWSE

WORK-RELATED INTERNET USAGE8 out of 10

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nYOU ARE WHAT THE NET SAYS ABOUT YOU Either for work or pleasure—and the boundaries are getting thinner—it is clear that Indonesian journalists are becoming more hooked on the Internet by the day. Personally, they use the Internet either to browse for information or to access their social networking sites. Professionally, they are using the Net mainly to search for information/news, as well as to get story ideas and verify information.

So, what the Net says about you helps define your image in the eyes of journalists. It may not be the truth, but that is what shapes their perceptions and their awareness of you or your brand. Since 8 out of 10 journalists use the Net to search for interesting information/news as ideas for their stories, the question: “What does the Net say about you, your company, and your organization?” becomes important. Have you thought how best to manage your image and reputation on the Net?

WORK-RELATED INTERNET USAGE*(Answers can be more than one)

observing other journalists

collaborating with other journalists

networking

idea-sourcing

verifying informationor news

8 out of 10 journalistsare using the Net to search for

information/news 6 out of 10

6 out of 10

5 out of 10

2 out of 10

2 out of 10

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Part 2.

INDONESIAN JOURNALISTS’ PREFERRED NEWS SITES

Detik.com is the most popular news site among journalists. It was at the top of journalists’ priority list (both as 1st and 2nd priority) as the news site that they checked on a regular basis. Kompas and Antara came a distant second and third. Detik.com has more than 2,000,000 followers on Twitter, 99,000 fans on Facebook, and 25 million page views on their Website per day5. Their strength lies primarily on the speed of news delivery rather than on accuracy. It’s common for us to see Detik.com publish a story and

then correct or filled in details on the story in the next 2-3 hours. Detik.com’s popularity among journalists has made it virtually the de facto news service, surpassing the influence of even Antara, the state-owned news agency. The survey findings strongly suggest that journalists check out Detik.com and use it as a source of inspiration on what stories to follow-up on.

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Part 3.

FORUMS & MAILING LISTS WHERE JOURNALISTS HANG OUT

Kaskus, Indonesia’s largest online forum with 4 million members, also stands out as the journalists’ favourite choice of online forum. Detik Forum and Kompas Forum came in second and third respectively. Journalists’ online forums are taken up with discussions of issues, sources who are cooperative or not, and other exchanges of information that are useful to the

journalists. The online conversations in these forums indirectly help set the news agenda and influence opinions of their members. Now, if you are serious about how the gatekeepers perceive your executives, company, or industry, shouldn’t you be at least listening in on these forums to see where the conversation is going?

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Part 4.

INDONESIAN JOURNALISTS’ TECHNOGRAPHICS MATRIX

nTHE TECHNOGRAPHICS LADDER. In 2007, Charlene Li and Josh Bernoff in their book Groundswell introduced the concept of Social Technographics, a way to analyze your market’s social technology behavior. Think of it as demographics rebooted for the age of social media.

It was constructed not as a segmentation, but more as a profile6 of social media users. In 2010, with the rise of Facebook and Twitter, they fine tuned their Technographics Ladder to look like this:

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n INDONESIAN JOURNALISTS ARE SPECTATORS & CONVERSATIONALISTS.

SPECTATORS Reading blogs, forums, friends’

status updates on social networking sites, browsing for

photos or videos

33%

CONVERSATIONALISTSActively updating status on social networking sites or microblogs

32%

Participating actively in onlineforums and mailing lists,

commenting/giving feedback to other’s writings on the internet

JOINERSVisiting and !lling out pro!le on social networkingsites

CRITICS

12%

3%

Blogging & uploadingphotos and videos

CREATORS

19%

Using RSS feeds, voting forwebsites online, adding

tags to web pages/photos

COLLECTORS

1%

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Indonesian journalists are more Spectators (33%) and Conversationalists (32%). This is actually in-line with the previous data we’ve had, that 8 out of 10 journalists are on the Net to browse (as Spectators) and 7 out of 10 journalists are on the Net to access their social media accounts (as Conversationalists). As Spectators, Indonesian journalists spend their time reading blogs, forums or friend’s status updates on social networking sites and browsing for photos and videos. This raises questions such as: are there any blogs out there that are related closely with your brand, business, or cause? When a journalist browses a certain brand, topic, or interest, will they find you in some forums, blogs, or on a friend’s wall post in Facebook instead of

your own website, blog or Facebook page? What will they find? Will they find pictures of your products or videos about your cause or someone else’s portrayal of your brand? What’s more interesting is, as Conversationalists, Indonesian journalists are also very active when it comes to updating their social networking accounts or their micro-blogging accounts, like Facebook or Twitter. As many of them have large followings they become powerful influencers as well. This is exactly why we need to consider whether we (either as a brand/company or as a communication practitioner) are in the journalists’ circle of friends or in their following list.

nJOURNALISTS’ ONLINE ASSETS DATABASE Apart from having your usual journalists’ database, now it’s time for you (especially PR agencies and in-house communications practitioners) to build a journalists’ online assets database. The basic model of this will include their Facebook account and Twitter handle, as well as the URL of their personal blog. The second layer of this will include finding out what they like and share on their social media accounts. This is similar to finding out which story angle works best for which journalist. You need to ensure that you know what your targeted journalists like, what are the things that they

would want to share to their networks, what kind of information they would want to retweet. The third layer include finding out about who influence these journalists: who are their source of information in social media? Who are they following? Who are the people in their lists? Who are the people they retweet? Who are the people they’re most frequently interacting with on Facebook? Building this database will prove useful should you want to take media relations seriously, both offline and online.

7 out of 10journalists

use the internet for- online shopping- gaming

are on the Net to access social media.

1 out of 10journalists

8 out of 10 journalists are on the Net to BROWSE

WORK-RELATED INTERNET USAGE8 out of 10

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Part 5.

WHAT INDONESIAN JOURNALISTS ACCESS ONLINE

7 out of 10journalists Mailing List

Yahoo/WindowsMessenger

SMS

WHEN I’M ONLINE,I’M ACCESSING...

E-Mail

Facebook

Twitter

BlackberryMessenger

6 out of 10

5 out of 10

4 out of 10

3 out of 10

2 out of 10

3 out of 10

*(Answers can be more than one)

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Part 6.

JOURNALISTS’ PREFERENCES IN RECEIVING INFORMATION

Preferred time to receive information:

Anytime 7%

Night 8%

Afternoon 11%

Noon 21%

36%MORNING

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I prefer to receive media/press conference invitations via:

Others 1%

Twitter 0%

Facebook 6%

Phone O!ce 13%

Blackberry Messenger 29%

O!ce Fax 40%

SMS 51%

77% E-Mail

*(Answers can be more than one)

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I prefer to receive news materials (press releases, photographs) through:*(Answers can be more than one)

Others 0%

Twitter 4%

Phone O!ce 4%

Facebook 7%

Blackberry Messenger 11%

SMS 13%

O!ce Fax 20%

84% E-Mail

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Part 7.

HOW INDONESIAN JOURNALISTS FIND INFORMATION About 8 out of 10 journalists said that when they’re looking for information about a particular institution, they would go to the official site; and 7 out of 10 journalists would also search news sites for more information. This is all the more reason why institutions, companies, and organizations should take a look at their official Website and see whether it’s informative enough for

visiting journalists. Do you think the information you have on the site will get the journalists to stay or will they yawn, close it right away and move to news sites to get more relevant information? Do you have a certain plan or template for your Website that you can activate during crisis situations? When some issues regarding your industry is trending in the media? How journalist-friendly is your official site?

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Part 8.

INDONESIAN JOURNALISTS’ PROVIDER & GADGET PREFERENCE

29%

28%

22%

INDOSAT

TELKOMSEL

XL

Others (AXIS, 3, Smart, etc)

21%

Telecommunication serviceproviders that i use:

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*survey from 145 respondents

GADGETS THAT I USE

Blackberry

44%Samsung

9%

Nokia 23%

Sony Ericsson

7%

Esia4%

0

5

10

15

20

25

30%

Sony 6%Lenovo 4%

Dell 8%

Apple 8%

HP 12%TOSHIBA 22%

ACER 29%

Compaq 2%AXIO 2%

ASUS 2%

iPad 62%

Galaxy Tab38%

Mobile phone

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Part 9.

MEDIA ORGANIZATIONS & THEIR SOCIAL MEDIA STRATEGY nNEWS PORTALS/SITES Detik.com (now owned by media giant TransCorp—that owns TransTV and TV7) stands out as one of the most-visited news portals in Indonesia; not only by

average Indonesians, but also by journalists. The site comes out at the top of journalists’ priority list as the news site that they check on a regular basis.

Detik.com has more than 2,000,000 followers on Twitter, 99,000 fans on Facebook, and 25 million page views on their Website per day7. On another level, Detik.com’s forum (Detik Forum) is the second most-popular forum (22%) where journalists hang out and interact after Kaskus.com (38%). So why is

Detik.com so attractive to journalists and general users alike? To find out, we spoke with Eunike Kartini from Detik.com’s Marketing & PR department to dig deeper on the organization’s social media policy and strategy.

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Legend: t – Twitter | fb – Facebook | y – YouTube | b – blog | f – forum | g+ - Google+

GADGETS THAT I USEDETIK

MARKETING/PR DEPT. EDITORIAL DEPT.

Chosen because these are the most popular channels in Indonesia and

can be accessed easily through mobile phones/devices.

Detikcom

Not allowed

to interact w/

audience.

No ads.

Based on canals/topics i.e. DetikHot

for entertainment, DetikSport for

sport, etc.

Interaction and ads allowed.

All

Akkiwe

Connected to DetikTV; uploading interviews, product

tutorials, etc.

Specifically designed to build Detik community (readers/contributors)

Inactive; due to the lack of

audience using the service.

No specific rules/regulations on how employees should use their social media accounts; but employees are

asked to follow Detik’s social media accounts.

FOLLOW

Apps.

Makan Apa

Detik Magazine

Detik e-paper

t fb y b f g+

+2,000,000

+99,000

+10

+840,000/day

+622,836

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Detik utilizes social media platforms such as Twitter, Facebook, YouTube, Blog and Forum. They once activated their Google+ account, but it petered out for want of an audience. In the beginning of their involvement with social media, Detik chose the most popular and accessible channel: Facebook and Twitter. “These two channels can be accessed via mobile phones, so people can read our updates anytime, anywhere,” said Eunike. Detik divided their Twitter and Facebook account into two: 1) Detikcom corporate account and 2) Other specific accounts based on channels/topics (i.e. DetikHot for entertainment, DetikSport for sport, etc.). The primary function is to spread the news in their news portals to their readers who are on Twitter or Facebook, to promote events conducted by Detik, and to share information about job vacancies in Detik. Every news item that appeared in each of the channels will then appear automatically on Twitter. For Facebook, however, they need to type the links to the news articles manually. News content on Facebook is therefore far less than the ones on Twitter. Each Twitter account will cross-promote other Detik accounts, for instance: if there’s an entertainment news appearing on Detik.com timeline, they’ll add “via DetikHot” to direct readers who love entertainment to DetikHot’s Twitter account. Detik’s YouTube account is linked directly to DetikTV’s channel. This account is made to publish tutorials about a certain product (sponsored) and to upload interviews done by their reporters. Detik’s Facebook, Twitter, and YouTube accounts are managed by the Marketing & PR Department, while their blog and forum are managed by the Editorial department. The blog and forum are specifically

designed to engage and build Detik’s community of readers or contributors. In 2011, Detik was acquired by TransCorp., and since then there were some changes in the management of Detik’s social media accounts. The function was no longer limited to spreading information, but also to communicate and create engagement with the readers. However, a clear rule had been set: Detikcom’s account (in Twitter and Facebook) is a corporate account and can’t be used to have a two-way communications with the audience or to place advertisement. Other accounts (based on channels, i.e. DetikHot or DetikSport) are more flexible to be used for further engagement with audience. These social media accounts can also receive ad placement for a certain product/campaign. Detik is also active in developing new applications, such as MakanApa, DetikMagazine, and Detik e-Paper. These applications were developed after Detik’s management was placed under TransCorp. These applications were established outside Detik online’s editorial department. Detik’s management does not impose a formal regulation on the use of social media for their employees—either for personal or professional use. However, it is compulsory for employees to follow Detik’s social media accounts (talking about empowering your employees to support your social media efforts!). Employees are also encouraged to participate in social media activations done by Detik. The management monitors the performance of Detik’s social media accounts. The supervisor will issue warnings or share input on any mistakes made by the social media team (admin).

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nRADIO For radio stations, social media adds up the “visual side” of their programs, something that they were unable to do before. With live-streaming technology, the audience can now “watch” the interviews or gigs happening inside the studio instead of just listening to it. Social media also extends the interaction channels with the listeners. Listeners can now drop comments/requests via Twitter

or Facebook apart from only calling in or send text messages to the radio station. We spoke with Sabrina from the Digital Division of CosmopolitanFM; Metta Irshad Digital Traffic Coordinator MRA Broadcast Media; and Ainur Rafikah (Fika) from the Marketing PR of JakFM to try to find out their patterns in using social media.

Legend: w – Website | fb – Facebook | t – Twitter | y – YouTube

GADGETS THAT I USECOSMOPOLITAN FM DIGITAL DIVISION (DAY-TO-DAY OPERATION BY ADMIN)

w fb t y

To increase engagement level with audience:

uploading information/articles,

radio/video streaming, asking questions to

experts (even without signing in). Ad placement

is allowed.

AD

To communicate and create engagement with audience, esp. used to spark discussion on a certain topic in their Fan

Page. Ad placement is allowed.

To update the latest status from the radio station,

programs, as well as daily quotes. Replacing text

message where audience can post song requests/comments

that can be read on-air. Ad placement is allowed,

including on the announcers’ / DJs personal Twitter accounts.

To document off-air events, behind-the-

scene moments, interesting things

that are happening during a show. Ad

placement is allowed.

STRATEGY: TRIPLE O – ON AIR, OFF AIR, ONLINE (INTEGRATED CONTENT)

+400/day

+900

+37,000

None

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CosmopolitanFM (under Cosmopolitan Group/MRA) has had a Website since 2007, but it functioned mostly as an online version of its company profile. In 2009, the management revamped the Website with an eye to increasing the level of engagement with their listeners. The Website was redesigned as a semi-portal where listeners can browse for information or articles from the site and also interact with experts and ask about female-related problems/issues that they’re facing. The interaction is open, and people don’t have to sign in first to do comment or ask questions. Through the Website, the audience can also listen for radio streaming or even watch the programs live via video streaming section. “These, in turn, create a certain closeness between the radio station and the listeners,” said Metta Irshad, the Digital Traffic Coordinator. Yes, Cosmopolitan Group has their own digital team. Day-to-day operations are conducted by administrators at each radio station (for instance, CosmopolitanFM has their own social media administrator). The administrator will update the content on a daily basis, based on the idea that has been agreed upon with the digital team and the programming team. CosmpolitanFM also utilizes Facebook, Twitter, and YouTube; because these three channels are popular among their target audience: mothers. Facebook is used as a channel to communicate and create engagement with fans; usually in the form of sparking discussions about a certain topic/issue or conducting quizzes. The comment feature in Facebook is also being utilized for casual conversations between the radio and the listeners. “We think there’s a certain norm in Facebook: if we update our status too often, people will feel annoyed. Thus, status updates are specifically done via Twitter,” Metta added. Apart from updating the going-ons in the radio stations, Twitter is used to publish

quotes (a lot of people retweet quotes) and to replace text messages. Through Twitter, listeners can request for songs or comment on a program. These comments can then be read on-air. YouTube is designed to document off-air events, behind-the-scene moments, or other interesting things taking place during a show. CosmopolitanFM has a clear strategy when it comes to their radio station and their social media accounts. “It’s triple O,” said Metta. “On air, off air and online. The three must be integrated. There should be an integrated content between our programs, off air events, and online activities.” The management has no formal regulations when it comes to social media—either for personal or professional use. But the digital team has to follow these conditions: 1) they have social media accounts; 2) they know how to use social media; 3) they need to adjust the tone & style of their language to match their target audience. For personal use, the management only reminds the employees to use their social media accounts wisely. “There are two benefits from our use of social media,” Metta explained. “Programming, and business. For programming, social media of course help us in spreading our radio shows and programs. We can also see the number of listeners increasing after we have the streaming feature. Business wise, having these assets, we can now sell these to advertisers.” CosmopolitanFM has a bundling offer for advertisement, whereby brands can advertise through CosmopolitanFM’s social media accounts as well as the announcers’ or DJs’ personal Twitter accounts. “Our announcers and DJs have lots of followings. This is an added value for the advertiser,” said Metta. Some future plans in CosmopolitanFM’s agenda include community development and streaming applications development for various devices.

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JakFM has more or less the same social media patterns as CosmopolitanFM. They also use their Website, Twitter, Facebook and YouTube to increase the level of engagement with their audience. JakFM doesn’t have their own digital division, though. The management of social media accounts and the Website are placed under the Marketing Communications division together with the Programming Division. Apart from using the above channels, their programs can also be listened through applications in BlackBerry, iPhone and Android. When it comes to the use of their social media accounts as an advertising platform, JakFM has certain conditions.

“We have guidelines for clients, because we don’t want to hard sell anything,” said Fika from the Marketing PR division. “In general, we’d prefer to have event partnerships with a certain product; than simply advertise the product.” JakFM admitted that they have no specific strategy for their social media presence. “Even for the content, we think it’s still random,” said Fika. “So far, we’re still trying to integrate our social media contents with our Website and our on-air/off-air programs.” Similar to CosmopolitanFM, there are no formal regulations in place about how employees should use their social media accounts.

nTABLOID Tabloid Bola is Indonesia’s sports tabloid that was established in 1984. It’s one of the nation’s largest sports tabloid managed by the media conglomerate Kompas Gramedia Group. Santi Sagita Putri, Account Executive of Tabloid Bola, shared about how this “old” tabloid is trying to survive the digital era. Tabloid Bola has had a Website since 1997. At the time, the site was just an online version of the tabloid. The content of the Website was similar to the print edition. In 2010, Tabloid Bola reorganized itself to have two editors – one for print and one for online. “The theme is the same, but the angle is different,” said Santi. That year, the management also realized that there was a shift in readers from print to online media. It was an indication that readers need more immediate information and this was something that could not be catered for by the print

version of Tabloid Bola, which was published three times a week. The Website was revamped as BolaNews.com to provide highlights, live reports and score updates to its fans. Apart from the Website, Tabloid Bola also use Facebook, Twitter, and a talk forum. Twitter and Facebook are aimed at broadcasting and pointing to the news uploaded on the Website, hence increasing the traffic to the site. On the other hand, Twitter and Facebook are also used to help the tabloid spread other information, including job vacancies or event promotion. Twitter is also utilized as a platform for advertising; just like the print media and the Website. Through Tabloid Bola’s Twitter account, brands can promote their products/campaigns.

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Legend: w – Website | fb – Facebook | t – Twitter | f – Forum | y – YouTube

Forum and YouTube used by Tabloid Bola is designed as a part of their Website. BolaNews.com developed its own forum to enable fans of sport clubs to interact, start a conversation thread, and chat with each other. Video channel posts audio-visual reports from matches or interviews---and this channel is directly linked with Tabloid Bola’s YouTube account. The organization’s advertising and marketing communications division handles Tabloid Bola’s social media accounts. The advertising division uses social

media to promote the events conducted by the tabloid, while the marketing communication division read all the contents of Tabloid Bola, and selecting interesting articles to be published in social media. Facebook, Twitter, Forum, and YouTube was selected by the tabloid and the site (BolaNews.com) since most of their readers access all these four channels. It’s a way for the tabloid to get closer with their readers; and through social media, especially Twitter, they can communicate directly with the readers.

GADGETS THAT I USEBOLA ADVERTISING & MARKETING COMMUNICATION DIVISION

w fb t y

BolaNews.com to update actual

information that can’t be provided by

the tabloid.

Ad placement is allowed.

To spread the articles published in the website (attract more traffic), post

vacancies or promote events.

Ad placement is allowed.

To brodcast the articles published in the website (attract more traffic), post

vacancies or promote events.

Ad placement is allowed.

To publish videos of sport

match and interviews,

linked to the video channel

inside the website.

f

To enable interaction between fans of sport clubs:

fostering discussions & conversations

+16,000/day

+65,000

+64,000

+7,000

None

30

Tabloid Bola initially used Facebook and Twitter (+18K followers) to simply spread the news published on their site. In one day, there are around 40 news items for Twitter that is being updated automatically through a news-feeder. The tabloid realized only recently that engagement with fans and followers is important. As a result they started asking light questions, such as how a reader would predict the match results. “In one day, there are 5 – 10 tweets to remind people about a certain event or to buy the new edition of the tabloid, or to simply say hello to the followers,” said Santi. There is no specific strategy in place when it comes to the use of social media. For the Website, however, Tabloid Bola ensures that there is content synergy between the print and online editions. The editorial teams from print and online will sit together and have a discussion on this. “Our concern in social media is not that high, yet,” said Santi. “Most of our editorial team are not fully aware of the importance of social media for them. “ Despite all this, Kompas Gramedia management has realized the importance of social media and supported the social media administrators in their group with an iPad. The employees are also encouraged to have their own social media accounts. “Some seniors are reluctant to use social media, either personally or professionally. This is what the advertising team sees as a challenge further developing Tabloid Bola’s social media account,” added Santi. “Our business team is trying to educate the more senior editorial team members in using social media. This is because the business team knows that social media is really powerful in generating profits for the business.”

There’s no official regulations imposed in Tabloid Bola when it comes to the use of social media by their employees. The editorial team is allowed to get information/news from the Internet---including getting it from social media. The management, however, constantly reminds its employees not to post any status updates on their clients. “When we have an employee with huge followings, we ask them to help spread the news for the tabloid,” said Santi. Tabloid Bola sees several benefits from the use of social media. The editorial team is able to provide more timely information to readers as well as to develop a stronger rapport with thier readers by interacting with them through social media. The business team sees in social media use a new source of profits, as they can now offer multi-platfrom advertisement “space” to clients. Clients can advertise not only in the print edition, but also in the online edition and in Tabloid Bola’s social media accounts. The twitter account of the tabloid has been used as “buzzer” to promote several brands’ campaigns or products. The social media administrator is responsible for providing the brief to copywriters so that they can adjust the tome and style of the posting to match Tabloid Bola’s readers. “The Website gives us a measurable result: traffic,” said Santi. “Social media, to us, gives a more intangible benefit: like the bond that we have with our readers.” The tabloid is quite satisfied with their social media efforts, but they’d like to expand further by differentiating their social media accounts based on a more specific target audience.

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nMAGAZINE Indonesian teenagers know these magazines by heart: GADIS for girls (Femina Group) and HAI for boys (Kompas Gramedia Group). The two teenager magazines have been around since the seventies, and they are still considered the most popular ones for their target

segments today. We spoke with Teguh Andrianto, Online Editor of HAI; Yani Lauwoie, Social Media Administrator of GADIS; and Didin Ambardini, Chief Community Officer of GADIS on how they use social media to reach out to their teenage readers.

Legend: w – Website | fb – Facebook | t – Twitter | y – YouTube | m – mobile | b – blog | f - forum

GADGETS THAT I USEGADIS SOCIAL MEDIA DESK UNDER EDITORIAL TEAM

fb t m

Spreading links and articles to drive people to the

website.

Spreading links and articles to drive people to the

website, promoting new edition.

An application for Nokia users (launcher), and waiting for the right moment to activate the

iPad apps.

Videos from the offline events, interviews, live

performance from bands/singers, step-by-step beauty tips,

etc.

y

b f

w

The “home”, the foundation of their

online activities; and the platform to develop GADIS

community.

Written by community

members. Unedited postings, can be

published real-time.

Enabling conversation and

interaction among community members.

+4,000/day

+260,000

+100,000

+400

+100,000

+100,000

32

In 2000, GADIS rode the momentum of the “millenium” to create a Website. It was called gadisonline.com and the goal is to use the Website to promote the print edition. This Website lasted 10 years, until they launched a new version in 2009, called gadis.co.id. “The management realized that advertising spending in magazines is less compared to television. “We therefore needed a Website that could be developed as a medium for advertisement,” said Didin Ambardini, Chief Community Officer of GADIS. “In 2009, our Website was launched with its own blog and forum. We believed that in the digital era, we can’t rely simply on our individual readers, but we need to rely on ‘communities’.” This was reflected in some changes in the managerial level. The Chief Editor became the Chief Community Manager. “This means, a chief editor’s role is not limited to editorial and managerial side of the magazine, but also to the community,” added Didin. GADIS has their own Twitter, Facebook, and YouTube accounts. The main reason of using these channels is to build their communities. Their basic principle is to teenagers with various available channels since, for instance, many middle to high school students are active in social media. To engage them, GADIS needs to play in this realm as well. The strategy in utilizing these social media channels is integration. In meetings, the editor-in-chief always highlights the importance of throwing out ideas that are only good for the print magazine in favor of ideas that are good for

print, as well as the various social media channels. Their new Website is also equipped with community blog and forum, where people can post/publish stories or converse with each other. “There is no specific division that handles social media, but we have a special desk for digital media. The members are from the editorial team,” said Didin. GADIS applies what it calls a convergence-journalism system, where all the media/channels that they have are integrated. The “base camp” is the Website, and the posts through Twitter, Facebook, or YouTube are aimed at increasing traffic to the site. Based on inputs and suggestions from team members, the digital media desk will come up with an editorial plan for the social media accounts. Though their social media channels were initially not specifically designed for advertising, GADIS is now posting commercial tweets related to products. “The workflow is similar to the print media,” said Didin. “Products that want to advertise in our Twitter account must contact our advertising division. Once the contract is signed, a brief will be sent to the editorial team. The editorial team will then come up with some alternatives of tweets to be published. When these tweets are approved, we’ll post up to 5 of these tweets per day.” GADIS has also developed a “launcher application” that can be accessed by Nokia phone users. The application will direct users to GADIS’ Website. “The management has also agreed on the making of iPad apps, but we see that the use of iPad among teenage girls is still low, so we’re still waiting for the right time,” said Didin.

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Management has informal rules on the use of social media. “No content about SARA (race/religion), not to mix personal opinion with their professional work,” said Didin. The informal regulations were meant to adhere to the journalism code of ethics, increase professionalism, and maintain a good relationship with clients. The management restricted access to social media during working hours for the sake of productivity and bandwidth stability. In the Femina Group, the management gave their insights about digital media, and the board of directors share with others about how magazines abroad have adopted the convergence-journalism system. To support their staff in embracing this journalism style, the management ensures that there is a wide bandwidth in

the company, laptops and smartphone facility, reimbursing phone credits used for live-tweets, discussing the development of how each magazines have used social media. “We have sharing sessions where different magazines can tell others about the way they have utilized social media, and then they can also ask for ideas/suggestions from the staff,” said Didin. GADIS, sees four benefits from using social media: 1) develop community, 2) simplify editorial planning and event planning, 3) strengthen GADIS’ role as a mass media to spread information; 4) build new business opportunities for media placement.

HAI had their first Website up in 2004 but like their other counterparts used the site mainly to mirror what was published in print. In 2007, however, they realized that the Website should be part of their attempt to build their own community. They also wanted to create a bond and communicate with their readers. Today, HAI’s Website contains news channels, blogs, and forums. HAI is also developing a social media channel of their own, called Demos. Functioning like MySpace, Demos is being created for the youngsters who’d like to share their music with an online audience. The youngsters can also collaborate with each other to make music in Demos. Every week, there will be a Demos chart which will appear on the print edition of HAI magazine. HAI will interview the top three bands in the Demos chart and the top ranking band will get a recording

opportunity in HAI’s studio. The performance video will then be uploaded to HAI’s YouTube channel. Apart from Demos, HAI is also launching a sub-channel of HaiOnline called skulizm.com. This is a place for students to write news, updates, and articles about their school. The “publishing process” was discussed in skulizm.com, including the editorial meeting between the students. “Next, we’d like to do something related to entrepreneurship,” said Teguh Andrianto, Online Editor of HAI Magazine. HAI’s Website is not being managed by a special division. The editorial team realized that when they’re using the Website, ideas should be executed across multiple platforms. An idea has to be executed both in print and online. When developing an editorial plan, the editorial team will adjust the main theme for the digital platform.

34

Legend: w – Website | fb – Facebook | t – Twitter | y – YouTube | g+ – Google Plus | fl – Flickr | i – Instagram | tb – Tumblr d – Demos | b – blog | f – forum

GADGETS THAT I USEHAI UNDER EDITORIAL TEAM

fb t g+ y

b f

w fl d

i

tb

A special site

developed by HAI, act

like MySpace,

for aspiring musicians

(esp. teens). Review of

top bands in the print edition.

Written by community members.

Enabling conversation and

interaction among community members.

Flickr, Instagram and Tumblr is used to

upload pictures/photos the

editorial team stumbled upon.

The use of websites, Facebook, Twitter and YouTube is one and a

way similar to GADIS.

+4,300/day

+18,000

+66,000

+5,000

+66

35

“To us, the Website’s strength lies on how timely it is, and the print’s strength lies on how deep the stories are,” said Teguh. So far, HAI has used almost all social media channels available, including Twitter, Facebook, YouTube, Tumblr, Flickr, Instagram, and Google Plus. They also have a blog and forum under their Website. “We have no specific editorial plan for our social media channels,” said Teguh. “We love uploading pictures through Instagram, Tumblr or Flickr. If we go to galleries and see a nice painting, we’ll take a picture of it. When we’re on the street and there’s a stretch of parked Vespas, we’ll snap and upload it.” YouTube is dedicated for documenting concerts or videos from Demos, and these videos are accessible from the Website. Engagement with readers and communities is conducted via Twitter. Twitter also comes in handy to spread the news that has been published on HaiOnline, post internship/job vacancies, buzz about a certain product, as well as to provide live reports. HAI has several Twitter accounts based on different channels they operate, for instance Demos has its own Twitter account, HaiArt also has its own Twitter account.

HAI uses its Facebook Fan Page when it wants to disseminate information beyond the 140 characters that Twitter is limited to. Under the management of Kompas Gramedia, employees in HAI are encouraged to have their own social media account. “There’s also a reminder from the the management for the employees not to complain about their work in social media,” said Teguh. The management also provides the editorial team with flexibility to try different social media platforms, even bringing in web consultants from abroad. Social media administrators are given sufficient facility to support their work, and journalists are allowed to use social media as a source of news. “From the editorial side, the use of social media brings us closer to the audience and sometimes we get ideas for the article that we write in the magazine,” said Teguh. “From the business side, the use of social media results in an 8% increase of magazine sales. Those who can’t get the magazine will ask the social media administrator, and the administrator will direct them to specific Gramedia stores where the magazine is still in stock. HAI can also offer multiplatform channels for advertiement.”

nTELEVISION Two big television stations in Indonesia that embraces social media are Metro TV (owned by Media Indonesia group) and TransTV (owned by TransCorp Group). The most actual and visual compared to newspaper, tabloids, radio, and magazines, how do TV stations utilize social

media for their benefit? We’re talking to Jemmy Bagota, the Multimedia Manager of Metro TV; Santri Handayani, Social Media and Media Relation Trans TV; and Hadi Lubis, Head of Marketing Public Relations Trans TV.

36

Legend: w – Website | fb – Facebook | t – Twitter | g+ – Google Plus | y – YouTube

Metro TV had their first Website when they launched the station in 2000. In the beginning, the Website was used solely as their public relations channel and to publicize their program schedule. In 2005, they felt that they have to own a news site. They revamped the Website which then functioned to: 1) widen their coverage; 2) cross-promote between TV and online; 3) increase revenue/profit. This Website is managed by a

multimedia team, consisting of 14 people. They worked in shifts. Contents in the Website are integrated with the ones in TV, however, multimedia team is also producing their own news to keep up with the actuality. Website is filled with news videos and programs on Metro TV. “We aimed to be the number one in Video News Portal,” said Jimmy.

GADGETS THAT I USEMETRO TV MULTIMEDIA TEAM (CORPORATE ACCOUNT) | PRODUCERS (PROGRAM ACCOUNT)

w fb t y

Filled with news videos and programs

of MetroTV. In the future, they’d like to turn the web into a

news portal, specifically to

become the No.1 Video News Portal.

Spreading the news/articles in the

news site.

Divided into CORPORATE account

and PROGRAMS account.

Spreading the news/articles in the

news site.

They deactivated this

account and decided to

have the video played on their

news site.

g+

Spreading the news/articles in the

news site.

SIMILAR CONTENT, AUTO-UPDATE

+200,000/day

+35,000

+1,700,000

37

Metro TV uses Facebook Fan Page, Twitter, Google Plus and YouTube. Recently, they deactivated their YouTube account and replaced it with a video feature in their Website. In general, contents on Facebook, Twitter, and Google Plus are similar and auto-updated. For Twitter, the TV station has a corporate account and a programming account. The corporate account is managed by the Multimedia team, while the Programming account is managed by producers. The Programming account carries posts of promotions or reminders of program schedules, as well as conversations with the audience. These conversations can’t happen in the corporate account, because it represents the company as a whole. The corporate account, however, promotes Metro TV’s programs by retweeting the Programming account’s promotion tweets. When questions or complaints are posted via Twitter, the multimedia team will pass the questions over to the public relations team, who will respond via phone or email. Metro TV said their strategy in using social media lies in “paying attention to language, style and timing”. They believe that they need an expressive language, thus using words like “oh” or “hooray” are allowed. In terms of timing, Metro TV would post specific types of news items at specific times to generate traffic to the Website. They usually post about 200 updates per day in the social media channels.

Metro TV sees social media as the extension of their existing Website. With social media, they can spread the news on their Website to a wider audience. Social media is also making mass media more active in providing and spreading their news to the public. Metro TV is also developing news applications that can be accessed through iPad, BlackBerry and Android to tap into the users of these gadgets. “The only rule for social media administrators is not to post contents related with SARA (race, belief, religion),” said Jimmy. “Apart from this, the management frees their employess to write about anything in their personal social media account. For Metro TV’s management, social media is an employee’s personal “property” where they have to assume the rights and responsibilities of an owner. When it comes to professionalism, Metro TV doesn’t make it compulsory for employees (or even their anchors who have huge followings) to retweet Metro TV’s news or promotions in their personal social media accounts. “We think if our employees keep on retweeting, continuously, it’s tacky and so out-of-date. The one account that should retweet these things is the corporate Twitter account, to increase followers of each programs’ account.” The benefit of using social media, for them, includes having the ability to communicate with the audience, spread the information to a wider audience and get a free promotional tool.

38

“We don’t use social media as advertisement space,” said Jimmy. “We don’t offer this to the advertisers. We will only become a buzzer for a certain event or product if the event or product was doing a joint-event or joint-program with us.” Saying that they are quite satisfied with their social media efforts, Metro TV is still planning to expand their

reach in social media. They’d like to try Tumblr, since the multimedia team feels the platform is gaining popularity in Indonesia. They think Twitter adoption has reached its peak and the public is always up for something new. Before deciding to use Tumblr, however, the multimedia team would want to reevaluate the social function of this channel and what kind of benefits it will bring.

Legend: w – Website | fb – Facebook | t – Twitter | g+ – Google Plus | y – YouTube

GADGETS THAT I USETRANS (CORP) TV PR DIVISION (CORPORATE ACCOUNT) | CREATIVE TEAM OF EACH PROGRAM (PROGRAM ACCOUNT)

w fb t

Divided into corporate website and MyTrans.com (to display videos

from TRANS TV’s programs)

Divided into corporate account and programs’ accounts.

Divided into corporate accounts and programs’ accounts. All in all,

there are about 36 Twitter accounts owned by Trans.

TRANS MANIA – FB and Twitter account managed by communities of TRANS TV

+8,700/day

+75,000

+400,000

39

Trans Corporation uses their Website to help spread information about their programs. The Website has been used since 2011, the year when TransTV was launched. To date, Trans Corporation has 36 Twitter accounts and several Facebook accounts. They divide their social media assets into two: corporate and programming. The corporate account is handled by the PR division, and programming account is managed by creative team from each program. The same applies for Facebook accounts. Apart from publicizing information related to their programs, social media is also used to spread other information, such as job vacancies. Interestingly, there’s also a Twitter and Facebook account called TransMania. “This account is managed by the Trans community,” said Hadi, Head of PR in Trans Corporation, “and it also serves as publication channel. And since Website can’t provide detailed contents, our programs’ videos are available in a special site, MyTrans.com.” Contents of Twitter and Facebook are integrated. In practice, their administrator uses an application that can publish one status in several social media accounts. “Contents between Website and social media are also integrated,” added Hadi. “On the Website we put the like or share button, enabling visitors to share the news via Twitter or Facebook. We also put a special column for Twitter and Facebook in our site.” Trans Corporation also has its own code of ethics in the use of social media. This is not a written rule, but it has

been understood by the staff of Trans Corporation. The management asks the staff to think through before making any social media updates “They need to consider this carefully, so the status won’t be a problem for them in the future,” said Hadi. The management is also concerned about how the company’s image is portrayed in social media. They therefore monitor several social media accounts---especially the ones about programs they are in charge of. “Those who run our social media accounts are also encourged to take up trainings offering international license in social media. The staff---especially from the PR and marketing division---are asked to promote the programs by retweeting updates given by programs’ Twitter accounts. So far, the Website and social media haven’t provided a significant impact on the business growth of Trans Corporation. Social media is more on a “supportive” side when it comes to their business. “To us, the Website is the source of information, both for our programs and our corporations,” said Hadi. “Social media is more beneficial when it comes to providing awareness. If we count all the followers from 36 of our Twitter accounts, then our media corporation actually has around 10 million followers.” The station is now thinking of expanding their involvement in social media as well as to start offering advertising services through their social media accounts.

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EXTERNAL SOURCES:

                                                                                                               1 http://www.readwriteweb.com/archives/mobile_web_blackberry_leads_apple_in_worlds_third-.php 2 http://blackberryrocks.com/2009/09/30/statistics-blackberry-beating-iphone-indonesia/ 3 http://www.telstrainternational.com/news/reachout/reachout-march/profile-on-indonesia/ 4 InMobi research, published in readwriteweb.com, 2009 5 http://www.thejakartapost.com/news/2012/02/21/detik-seals-deal-with-inmobi.html 6 http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html 7 http://www.thejakartapost.com/news/2012/02/21/detik-seals-deal-with-inmobi.html

nCONTACTS: nMEDIA INQUIRIES:

Ong Hock Chuan Nia Sadjarwo Technical Advisor Associate, Maverick [email protected] [email protected] Hanny Kusumawati Head of Raconteur [email protected]