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Social Media Marketing

Report for Indonesia


A Strategy Guide to Improve Engagement and Conversion

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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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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 Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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.

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

MULTIPLE PURCHASE PATHWAYS


= MORE MOMENTS OF TRUTHS

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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.
Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

ONLINE VIDEO
CONVERTS
MAKING A PURCHASE AFTER SEEING VIDEO AD ON:

DESKTOP/LAPTOP

MOBILE DEVICE

25

75

40

60

NEVER

HAVE BUY

20%

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Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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.

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

20%

CHAPTER 2:
How Indonesians Use Social Media
in Buying Decision Process
Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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.

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

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Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

EMAIL

SOCMED

FOCUSING ON PRIORITIES
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

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20%

SOCMED

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

FOCUSING ON PRIORITIES
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

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20%

SOCMED

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

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Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

POST PURCHASE
WHAT TO-DO

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Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

NEED RECOGNITION
WHAT NOT TO-DO

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Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

20%

CHAPTER 3:
Choosing The Right Platform
Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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
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
friends social media post.

Over 60% of respondents


report they are at least
somewhat likely to make a
purchase based on a
friends social media post.

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.

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.

Social media is an
effective tool to generate
purchase intent, but an
ineffective tool to push for
immediate
sales
conversion.

Sorry,
cant show you
this part

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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.

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.

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Celebration of life event

20%

Fax
Phone
Pager

Mail

Sms
Discrete

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Celebration of life event

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.

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

TWITTER

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20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

INSTAGRAM
Should you be on Instagram?
Fashion

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Decoration

65%

-35%
-48%
-57%
Health
Finance

80%

Culture

Real-Estate

67%

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20%
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Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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%
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Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

PATH
Connected Path to another social media platform

No
30%

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70%

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

Chapter 4 Buffer Page


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pic

title: the role of influencer

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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
effective tool to generate
purchase intent, but an
ineffective tool to push for
immediate
sales
conversion.

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
friends social media post.

Over 60% of respondents


report they are at least
somewhat likely to make a
purchase based on a
friends social media post.

Over 60% of respondents


report they are at least
somewhat likely to make a
purchase based on a
friends social media post.

Sorry, cant show you this page


try going to http://empathic.marketing

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.

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.

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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.

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 Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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.

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

: 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)

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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
friends social media post.

Sorry, cant show you this page


Social media is an effective tool to
generate purchase intent, but an
ineffective tool to push for immediate
sales conversion.

try going to http://empathic.marketing


Social media is an effective tool to generate
purchase intent, but an ineffective tool to push
for immediate sales conversion.

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

OBSERVANT

SHREWD

CONNECTOR
NAME GOES HERE

About
ACCESIBLE

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
friends social media post.

Sorry, cant show you this page


Social media is an effective tool to
generate purchase intent, but an
ineffective tool to push for immediate
sales conversion.

try going to http://empathic.marketing


Social media is an effective tool to generate
purchase intent, but an ineffective tool to push
for immediate sales conversion.

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

SENSITIVE

RESOURCEFUL

CREATOR
NAME GOES HERE

About
SKILLFUL

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
friends social media post.

Sorry, cant show you this page


Social media is an effective tool to
generate purchase intent, but an
ineffective tool to push for immediate
sales conversion.

try going to http://empathic.marketing


Social media is an effective tool to generate
purchase intent, but an ineffective tool to push
for immediate sales conversion.

20%

Social Media Marketing Report for Indonesia: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion

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: A Strategy Guide for E-Commerce Companies to Improve Engagement and Conversion