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The Empowerment of Public Learning from Indonesia


The Empowerment of Public Learning from Indonesia s Case Syafiq Basri Assegaff Presented in the 2nd Global Congress for Muslim PR Professionals Teheran, Iran, 8-9 ... – PowerPoint PPT presentation

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Title: The Empowerment of Public Learning from Indonesia

The Empowerment of Public Learning from
Indonesias Case
Islamic Public Relations, Social Media and
  • Syafiq Basri Assegaff

Presented in the 2nd Global Congress for Muslim
PR Professionals Teheran, Iran, 8-9 December 2012
Social Media Powerful tool in Indonesia to gauge
public opinion
  • Credited by President SBY, October 2012
  • ? Government has listened to peoples online
  • Facebook Twitter Users
  • ? Demanded President to support the Corruption
    Eradication Commission (KPK) - in its
    investigation of the multibillion rupiah driving
    simulator graft case at the National Polices
    Traffic Corps.
  • SaveKPK (plead to support) ? reached 9 million
    (October 2012, Jakarta Post)
  • DimanaSBY (Where is the president)
  • ? Messages Contemptuous comments rally calls,
    Petition signing, demo.
  • Among the activists former president daughters,
    university rector
  • Internet has changed everything ? Similar with
    The Arab Spring
  • Social Media has changed the communication
    between politicians/brands publics

208 RTs of Anies Baswedans Tweet , 3 Oct 2012
Save KPK restart Indonesia
Dare to be Honest. Great! Huge poster outside KPK
Building 25 Nov long-lasting effect
(No Transcript)
Conversation and Sharing The New Way of
  • Social Media two ways and horizontal
  • Public perceptions over brand determined
    experience sharing about you/the brands
  • Not by your promotion material and advertising.
  • Indonesias case
  • Social Media plays huge role
  • Publics share and discuss everything in Social
  • New emerging markets 230 million population
  • Netizen 55 million (December 2011).
  • Internet penetration 20,1 of population (June
  • 210,391,300 Mobile subscribers or 89
  • 51 of Indonesian web users stream or downloaded
    online video content each month (Nielsen).

After the incident of SaveKPK in October,
recently (on 2 December), the Indonesian
President Instructed all government officials in
all levels to be actively using Social Media.
(Metro TV News, 2-12-2012)
Conversation and Sharing The New Way of
  • Tweets per day 1,293,131 15 tweets every
  • 87 tweets from mobile devices.
  • Linkedin users 860,000 (Social bakers,Nov
  • Number of blogs 5,270,658 (Saling Silang, July
  • Foursquare 312,000 (Source Penn Olson).
  • Oct 2012
  • Facebook almost 50 million, 4th (after USA,
    Brazil and India
  • Twitter 30 million, 5th in the world (after USA,
    Brazil, Japan and UK)
  • Jakarta is the most-active city in the world
    posting tweets.

Behaviour Types 1. Outside ring active Social
Networks (million) 2. Pink Messagers and Mailers
3. Blue Content Shares 4. Green Joiners and
creators of groups
Indonesia the Philippines 2 of the highest
in Social Network Penetration about 76 of
active online users (world 53 )
  • Democratization of Media
  • Hundreds of million netizens (incl. 500 million
    Twitter users)
  • share their experience with each others
  • ask
  • recommend your brands in Social Media.
  • We reach new era of democratization of media
  • Here we observe and measures audiences
    perceptions upon brands
  • Social Media applications
  • Enables everyone, including PR to go directly to
    the consumers.
  • Socmed Apps many strategies on the Internet ?
    Powerful communication (conversation), with
    consumers who demand information and want to
    gather, organize, and share content with their
    online communities.
  • Internet foster for individualization and
  • Gives power to Social Media users anywhere in the
  • Everyone individually able to say whatever they
    want any time/place.
  • Word of Mouth? the powerful medium to promote or
    kill a brand
  • ? becomes world of mouth, or world of

  • Interactivity
  • Enhancing that power,
  • Every individual is able to communicate with
    their old and new friends,
  • Socializing with people who stand for the same
    cause they care,
  • Sharing their ideas,
  • Influencing each others.
  • 9 M Indonesians tweets made the government
  • ? Showed power of democracy, to curb the
  • Democratization of content
  • Dictates shareability and
  • Dissemination of your story by revealing and
    refining it through public forums and channels.
  • Social Media let the community guide how you
    approach them
  • Its now up to them, up to the community ? and
    it can be YOU!.
  • Its the users/customers markets
  • Not the producers or the brands markets.

  • Layering Learning from Experience
  • 20 September 2012 Jakarta Election governor -
    7 million electors
  • Fauzi Foke Wibowo (incumbent) vs Joko Widodo
  • 18 September shared a blog post on the
    collector (hub) Lintas.Me (
  • 11 Attacks by Media towards Foke (11 Serangan
    Terhadap Foke di Media).
  • It was a simple restoration of 11 media sites
    with negative tones towards the incumbent
  • Surprise
  • - 19 Sept 1,000 viewers (200 usual)
  • - End of Sept 2,500 viewers (hot topic).
  • - 29 Nov 2,989 viewers.
  • Consequently ? blog viewers rocketed
  • 18 September 2012 1,421 visited the blog, 644
    viewing the particular article.
  • Most viewers (529 and 249) referred from the hub
    (Lintas.Me) which came from Facebook and
    Twitter users. (Because after linking the post
    into the hub, I had also shared its link to my
    Facebook page and Twitter account.)
  • The rest referrals from Search Engines,
    Facebook and Twitter themselves.
  • ? It showed shareability and influencing is very
    important in the Social Media.

On 25 Nov 2012
On 27 Nov 2012
Retweeted to 12,152 followers
The Original post in the blog
18 Sept 2012 1,421 Pageviews
From collector
34 in Facebook
  • Shareability and influencing is very important in
    the Social Media.
  • Layering Social Media channels -- to enhance a
    campaign sharing with others.
  • More fruitful than only sending message or news
    to Twitter or Facebook.
  • Put content in a context.
  • Great content ? ? only until somebody reads it,
    shares it and links to it.
  • It is not enough to only produce good quality
  • We need to put them in context, to do things
    that draw attention and links to them.
  • Social Media participation is another layer
    Perhaps one of the most effective for
  • Enhancing your search engine optimization (SEO)
  • Drawing eyeballs and all-important inbound links
    to your content.
  • ? Pick a good timing and necessity speed with the
    news, then we could disseminate our story in the
    most effective way by revealing and refining it
    through public channels and forums.

What people do with layering
  • Make a good simple plan how, when to hit cyber
    world and across channels.
  • Write a brief story in the blog or site, enrich
    with pictures or graphics.
  • No details, use links to different sites to be
    accessed later by the readers
  • Users are busy, dont like to read fuzzy
    articles, the simpler the better.
  • In my case, around 200 words, to guide the
    readers, and a list of 11 media stories.
  • Send the posts link (URL) to the collector
    (hub) eg. Lintas.Me site.
  • ? This is Most important component of layering.
    Foundation of amplifying.
  • After uploaded promote the story into Twitter,
    YouTube, etc.
  • Support with retweets, likes, etc ? essential to
    share your content.
  • Take care of it in all media channels.
  • Remember relationships arent built by copying
    and pasting content.
  • Social Media is about conversation.
  • Say thanks to people who made respond, retweeted
    or liked your messages.

What does it mean for PR?
  • Lessons from the case
  • to facilitate social distribution (of PR or
    marketing) messages, practitioners can become
    accessible resources.
  • Audiences have unparalleled reach and access to
  • So practitioners can help social media publics
    analyze and scrutinize the clutter (uncertainty).
  • ? Thus, information sharing and interaction
    cultivate relationship.
  • Provide online discussions for useful insights
    that fulfill user needs
  • Lead to further interaction may be expressed as
    a users decision to follow or friend the
    organization or practitioner. (Brian G Smith).
  • Participate as an individual, not as a marketer
    or producer.

  • Need a new depth of understanding, expertise,
    knowledge in order to establish a meaningful
    relationship between
  • Customers, Influencers -- and the company (your
  • ? Now we learn through listening and
  • No more Web 1.0. ? Now complete transparency,
    proliferation of the Social Web, called Web 2.0
  • PR also transformed into PR 2.0 era.
  • Transparency, expansiveness and overwhelming
    potential ? alarming and inspiring for PR.
  • Minimum its sparking
  • New dialogue,
  • Questions,
  • Education,
  • Innovation, and
  • forcing the renaissance of PR business (Brian

Meet the Connected Customers -- Marketing Aspect
  • Net Web 2.0 changed how consumers engage with
  • Transforming the economics of marketing
  • Making obsolete many of the functions
    traditional strategies and structures.
  • Social Media
  • Is not only about chatting and sharing blog posts
    or pictures.
  • it is about how to create an effective
    incorporated marketing approach as a platform
    which appropriate tool should be used in a given
  • For marketers, Social Media is bringing back
    humanity to all digital life.
  • We are no longer users, or shoppers.
  • We are people again.
  • For marketers, the old way of doing business is

(No Transcript)
  • Consumers
  • More relax in their relationship with brands --
    They are self-indulged.
  • Connect with numerous brands through new media
  • Beyond manufacturers or retailers control or
  • They Evaluate a shifting array of them,
  • Often expanding the pool before narrowing it.
    (David C.Edelman).
  • After purchase, consumers
  • May remain aggressively engaged,
  • Publicly promoting or assailing the products
    theyve bought,
  • Collaborating in the brands development, and
  • Challenging and shaping their meaning.
  • Social networking shifts power in business
    shifting power from producers ? to consumers.
  • Businesses (Brands)
  • Have to practice engaging customers in deep and
    meaningful ways in every stage of the product
  • Change the way they conduct business and look for
  • Change the way they embrace it and understand the
    new phenomenon in relations with Netizens and
    Social Networkers.
  • Must be able to better connect with consumers and
    push out to more people through those
  • ? These days people are more conscious of the
    connection they make.

  • Social Networks Medium for people to talk about
    the people behind companies.
  • If people trust the executives, probably will
    trust the brand. (Breakenridge)
  • Two questions a brand has to answer
  • What do you stand for?
  • Can I trust you?
  • ? Both Qs applied to the above case of
    Indonesias Twitter users.
  • They eventually shared, encouraged with others
    who stand for the same anti corruption movement.
  • They made conversations, and influencing each
  • They lifted up the Social Media empowering
  • In other time they will interact on other issues
    or products

  • Consumers still want a clear brand promise and
    good values.
  • Now, they have much more information and choices
  • They can
  • Consult search engines like Google anytime
  • Compare prices at real-time,
  • Ask other customers they never met for advices
    freely and fast.
  • Thus, Internet shifts balance of power toward
  • Creates the need for a pull strategy, not push.
  • Buyers decide the purchase in their own rules,
  • Not the brands or sellers rules.
  • They would say Dont push me. Just tell me
    where you are and I will come to visit you (or
    your website) whenever I want, wherever I want
    and in the way I want it.

  • Consumer Decision Journey
  • Based on study of the purchase decisions of
    nearly 20,000 consumers across five industries
    (automobiles, skin care, insurance, consumer
    electronics, and mobile).
  • Consider Evaluate -- Buy and Enjoy Advocate
    and -- Bond.
  • Consumers perception during the decision journey
    always important
  • But , the most essential is brand experience
  • Reach,
  • Speed,
  • Interactivity
  • of digital touch points
  • ?thus, it requires an executive-level steward.
  • (David Court and his colleagues in David
    C.Edelman, HBR)
  • Going social is no longer an experiment for
    marketers it is a reality.
  • Connect people who share same interests, however
  • Niche market ? now make sense (previously
  • Social networks give individuals a voice ? it
    empowers them.

  • Segmentation in online marketing become more
  • internet eliminates boundaries in geography,
  • firms can communicate and reach segments
    previously difficult to access.
  • Internet users grow, change and become more
  • ? there will be an increasing number of marketing
  • Segment becomes narrower but finer we will have
    more niches.
  • These niches can be pretty vocal.
  • Result individuals as important as brands.
  • From the Indonesian case one activist or even a
    young girl in a small city can have more friends
    gtgt than a big billion dollar brand in any one
    social network site.
  • This is the power of niches.
  • Marketing aspect all niches being aggregated
    can make up a very significant market for
  • If we combine
  • Wisdom of the crowds
  • Social Media
  • Democratization of content
  • ? They all now become important factors for a new
    and better marketing and PR activities.

Tastemaker, The Influential Word of Mouth.
  • Million people becoming the new tastemakers
    (Chris Anderson, Long Tail).
  • They act and share interests as
  • Individuals
  • Groups, and
  • Other group with unclear behavior (watched by
  • Can be anyone not super-elite of people they
    are us.
  • When tastemakers say something, they bring
    influential WOM.
  • Amplified WOM is the manifestation of
  • the 3rd force of the Long Tail tapping consumer
    sentiment to connect supply to demand.
  • 1st force democratizing production, populates
    the Tail.
  • 2nd force, democratizing distribution, makes it
    all available.
  • But those two are not enough. ?
  • Only after the 3rd force, which helps people find
    what they want in this new superabundance of
    variety, really brings up the potential of the
    Long Tail of marketplace.

Tastemakers, The Influential Word of Mouth.
  • They are simply people whose opinions are
  • Influence the behavior of others,
  • Encouraging them to try things they wouldnt
    otherwise pursue.
  • Some are the traditional professionals music
    critics, editors, or product testers.
  • And our interest expand with the exploding
    availability of wide variety of things
  • Thus, demand for such informed and trusted advice
    now extending to the narrowest niches.
  • Our culture and economy are increasingly shifting
  • From a focus on a relatively small number of hits
    (mainstream products and markets) at the head of
    the demand curve,
  • ? and moving toward a huge number of niches in
    the tail.

518, 142 followers
This writer account becomes an ambassador for
domestic products
Tastemakers, The Influential Word of Mouth.
  • In an era without the constraints of physical
    shelf space and other bottlenecks of
    distribution, narrowly targeted goods and
    services can be as economically attractive as
    mainstream fare.
  • Social networking
  • Not only shifts power from producer to consumer
  • But it radically enhances the consumer power.
  • The advent of Web 2.0, its being pushed beyond
    the formal boundaries of the organization to
  • Thus, businesses have to engage customers in deep
    and meaningful ways in every stage of the product

Communication Flow
General Account
of a Digital Corporate Communication Strategy
(Sample )
Customer Relations Account
Regional Account
Corporate Strategy
Marketing Communication
  • Be Human
  • Listen Closely
  • Engage Openly
  • Act Genuinely
  • Be Social to others
  • Connect the Dots

Evangelist Account
Corporate Communication
Digital Channel
One and Only Facebook Page
  • Develop ToR
  • Treat Facebook as a Webpage
  • Engagement eg. Create games
  • Show that You Care
  • Show that Youre company is also Human-based
  • Information
  • Media Relations
  • Issue Management
  • Customer Relations
  • Social Responsibility
  • Community Relations

Corporate Communication Activity Events
Thank you to Mr Aditya Rahmana Sani, Paramadina
University Post Graduate Student.
Keep moving on. Always Promote Good News. React
fast on Problems.
Keep the focus on customers. Encourage and let
the Customers build the program (With your Key
An example of a Telecom Provider
Customer-for-Customer Program
Thank you to Mr Aditya Rahmana Sani, Paramadina
University Post Graduate Student.
The Future What Does Matter?
  • Only God knows. It can be much more than what we
    see now.
  • Our job make sure that communication are done
  • For the right reasons,
  • at the right time
  • To reach our stakeholders with information,
  • in a manner that gets their attention.
  • We need to
  • interact with them where they thrive the most
    in their communities and
  • always remember that marketing is one big online
  • New PR (PR 2.0 or 3.0, etc) is not just about
    good communication
  • It is about finding the path to the conversation.

The Future What Does Matter?
  • PR 2.0 is about finding a new channel to connect
    with people and get back to basics, which was all
    about cultivating relationship.
  • PR has and always will be about relationship.
  • Social Media changed everything at the mass
  • New PR will really helps companies connect with
    people through their channels of influence and
  • It is no longer about messages or audiences
  • Its about discovering
  • the people that matter,
  • where they go for information, and
  • why what you represent matters to them
  • Critical requirement executive level to

Some recommendations for Muslim PR
  • Are encouraged to be active in Social Media.
  • Share, get involve and be interactive.
  • Islam taught us to always giving generously. Also
    share things other PR professionals would not do
    such as
  • sharing information about the high values of
    Islamic teaching.
  • Maintain trust, for reputation
  • Muslim PR professionals -- more than others (of
    honorable profession) -- ought to nurture
    consistent professional conduct and ethical
  • Not only broadcast messages
  • Always listen, create conversation and engage
    with the best Islamic manner.
  • Forge themselves and their brands reputation and
    relationships as a as truly Muslim professionals.

Syafiq Basri Assegaff , MA,MD
  • Blog
  • Email
  • Cell Mob 62 811 821 036.
  • Linkedin
  • Twitter _at_sbasria
  • Facebook http//