The Importance of Social Listening and Hyper-Localisation in Indonesia
In the vast and dynamic social media landscape of Indonesia, listening to consumers is paramount before taking any action. As the fourth most populous country globally, boasting a population of 273.8 million and substantial smartphone penetration, it is apparent that we are addressing an exceptionally tech-savvy audience deeply immersed in the realm of social and digital platforms.
For brands, Indonesia presents both a formidable challenge and an extraordinary opportunity. With a staggering 60.4% of the population actively participating on various social media platforms, the potential for a highly successful social media marketing campaign to make a profound impact across the nation's vast expanse of 18,000 islands is truly immense.
Utilising Social Listening for Enhanced Market Insights in Indonesia
Social listening encompasses a comprehensive approach that caters to consumer needs across the entire marketing funnel, from raising awareness to driving action. Each stage demands unique implementation, ranging from shaping a campaign's big idea to gathering versatile information about consumer preferences in order to tailor suit messaging effectively. As we venture into the bottom funnel, where every click and action matters, social listening becomes indispensable for understanding consumer perspectives on competitors and our own brand.
Harnessing the Power of Social Media
Indonesians have a strong connection with social media, as evidenced by Indonesia's top ranking in Southeast Asia and sixth globally for Twitter users (24M).
By actively listening to social media conversations, businesses can extract valuable insights, gaining access to a wealth of data on consumer preferences and sentiment. Indonesians display a remarkable enthusiasm for engaging in online discussions, with Twitter serving as a prominent platform for interaction and connection.
Analysing User-generated Content
User-generated content, such as reviews, comments, and discussions, offers a wealth of information about consumers' experiences, needs, and desires. Through social listening tools, companies can analyse this content to identify trends, pain points, and emerging topics of interest. By understanding the sentiments expressed by their target audience, businesses can adapt their marketing strategies and offerings to meet their customers' expectations effectively.
The Head & Shoulders campaign, titled "Siapakah BA Head & Shoulders Selanjutnya?" (Who will be the next BA Head & Shoulders?), exemplifies this phenomenon exceptionally well.
When Fadil Jaidi, a prominent social media influencer in Indonesia, sought shampoo recommendations for his hair concerns, it ignited a widespread conversation on Twitter. Users actively engaged with Fadil, with some specifically suggesting Head & Shoulders as a solution. Recognizing Fadil Jaidi's substantial influence, Head & Shoulders aimed to appoint him as their "new brand ambassador," joining actor Joe Taslim, the current ambassador.
The campaign made a tremendous impact, with the video amassing an impressive 105 million views in just one month.
Recognizing Regional Diversity
Indonesia is a vast archipelago with diverse cultures, languages, and traditions. Hyper-localization allows businesses to tailor their marketing campaigns to specific regions, acknowledging the nuances and preferences of different communities. By recognizing and respecting the uniqueness of each region, companies can establish deeper connections with their audience and foster brand loyalty.
Adapting Content for Local Appeal
Localization involves more than just translating content into the local language. It requires adapting marketing materials to align with the cultural norms, values, and preferences of specific regions. By incorporating local references, imagery, and relevant influencers, businesses can create content that resonates with their target audience on a personal level, resulting in higher engagement and conversion rates.
Shopee's adoption of COD payment in Indonesia is based on their deep understanding of the local market. They recognized cash as a preferred payment method and the desire for convenient and secure cash-on-delivery transactions. By offering and promoting COD, Shopee aimed to meet Indonesian consumers' preferences, enhancing their shopping experience and driving customer satisfaction.
Enhancing Customer Engagement
By utilising social listening and hyper-localization, companies can develop a deep understanding of their audience's needs and preferences. This knowledge enables them to create targeted campaigns that resonate with their customers, fostering higher levels of engagement. By delivering personalised and relevant content, businesses can capture the attention of their audience and drive meaningful interactions.
Building Trust and Credibility
When businesses demonstrate an understanding of local sentiment and cater to the unique needs of their target audience, they build trust and credibility. By adapting their messaging, products, and services to suit local preferences, companies showcase their commitment to the Indonesian market. This localised approach strengthens brand reputation and fosters long-term relationships with customers, leading to increased customer loyalty and advocacy.
Mars Petcare employs social listening to boost consumer engagement in Southeast Asia by analysing sentiments related to Cat and Dog categories in each market. They go beyond product conversations and actively explore market trends, gaining unique insights into emerging preferences like Cat Cafes, Petfriendy destinations, Travelling with Pets, and pet owners' feeding preferences. This deep understanding allows them to tailor their offerings to meet the specific preferences of pet owners across different Southeast Asian markets.
Consequently, Mars Petcare forges more robust connections with their target audience, instilling trust and delivering pertinent content throughout the consumer journey, resulting in a remarkable 48% improvement in engagement. This personalised approach resonates with consumers, making them feel heard and understood, thereby strengthening Mars Petcare's market position.
Within the dynamic and highly competitive Indonesian market, the strategic use of social listening for localization plays a vital role in understanding local sentiments and driving impactful marketing campaigns. With 73% of Indonesian internet users actively engaged online, it's no surprise that conversational channels are widely utilised to stay connected and share the latest news.
In Indonesia, 73% of internet users are actively engaged online, leading to the widespread use of conversational channels for staying connected and sharing the latest news. These audiences are predominantly young and digitally savvy, with 32% of social media users falling in the 18 to 24 age group and 30.6% in the 25 to 34 age bracket. Given the advertising potential on popular social media platforms, it becomes evident that a significant three-quarters of Indonesia's social media users are under the age of 35.
Moreover, Indonesian consumers exhibit a strong inclination to express themselves and engage in communication within the secure confines of the digital realm. This behavioural preference presents a remarkable opportunity for marketers to proactively listen, localise their content, and implement strategies that profoundly connect with the Indonesian audience. By embracing these opportunities, brands can establish meaningful connections, cultivate brand loyalty, and flourish in this dynamic and thriving market.
At Lion & Lion, our expert team of Social Data Analysts is prepared to assist your brand in embarking on this journey. If you seek support to enhance the effectiveness of your social presence, don't hesitate to contact Lion & Lion Indonesia at info@lionandlion.com, we are here to help.