Online Intelligence from Edelman and Brandtology finds Intel generating the most chatter; Kaskus and Twitter the buzziest channels in Indonesia

Jakarta, October 22, 2009 – IndoPacific Edelman and Brandtology today announced the local results fo the first Asia Pacific Digital Brand Index (DBI), which aims to turn quantitative data about 51 major technology companies in Indonesia into insights around the key brands and topics generating discussion online. Produced on a quarterly basis, the DBI also serves as a tool for marketers to analyze the efficiency and return on their marketing investment, both online and offline. The Indonesia findings covering July to September 2009 include:

•    Intel (5,743 posts) and AMD (4,971 posts) stimulated commentary and conversation amongst the most number of new individuals online by coming out on top in terms of total volume of conversations.
•    Almost 58,658 online conversations pertaining to 51 major technology brands contained within 469 influential channels were monitored between July to September 2009.
•    Web forums (77.1%) were the most popular conversation forums followed by news portals (9.65%); KasKus was the most popular Web forum.
•    Twitter (8.95%), a “newcomer” in Indonesia’s online world, was surprisingly the third buzziest channel ahead of blogs (2.7%) indicating the quick adoption of this channel as a conversation medium.
•    10 most talked about major technology brands in social media in Indonesia were  Intel, AMD, Google, Asus, Nokia, Microsoft, Acer, Indosat, BlackBerry, and Excelcomindo.

Nanda Ivens, Director of Digital, IndoPacific Edelman, said: “The culture of sharing opinions, information and knowledge has turned consumers into brand ambassadors for companies. While marketers realize that more and more of their customers are converging online, their challenge is to understand the nature of conversations and how to convert these into insights and tangible business outcomes. The DBI allows marketers to understand how consumers are talking about their brands online, what gets them excited, and how efficiently they are targeting popular channels, individuals and communities with meaningful.content.”



From Buzz to Business Outcomes
Marketers benefit in several ways from the DBI. The DBI can show a direct link between traditional marketing efforts and online conversations, and benchmark the extent to which online conversations drive marketing results. For example, when managed well, brands can produce bigger spikes of conversation for major product launches, events or promotions – delivering greater ROI for campaigns. In terms of channels, the DBI allows brands to identify and target the most effective online sites where consumers visit for information on their brand. The research can also provide insight as to which communities or people have previously been targeted, by whom and what the result was, allowing more targeted outreach. In addition, the research can help make search marketing more efficient by helping identify the language and words used by key communities and influencers. It also allows understanding what kind of content works well within specific communities or individuals – allowing tailored marketing communications,

The Digital Brand Index recommends two core indices which marketers can use to measure the impact of their online engagement strategy:
•    Conversation Index: Ratio of individual instances of online branded conversations, versus the average instances of conversation for all brands locally – Indicates share of voice amongst consumers online.
•    Channel Index: Ratio of total number of online channels where comments about a brand are found, versus the average number of channels with comments for all brands locally. This is indicative of efficiency of channel engagement and targeting.

By calculating average engagement, the DBI also provides an indicative gauge of advocacy by measuring the average comments per unique person who talks about a brand.

"The DBI shows which brand names are more active than others, but the real opportunity for brand owners is to identify and engage influential channels and voices through compelling social media content. This is what will ultimately increase their brand buzz and profitability," said Kelly Choo, Co-founder & Business Development Director of Brandtology.

Survey Methodology
The DBI was conducted across 8 key markets in the Asia Pacific region, namely, Australia, China, Hong Kong, India, Indonesia, Malaysia, Taiwan and Singapore. Produced on a quarterly basis, the Asia Pacific Digital Brand Index monitors key brands from the following broad categories: Internet and Software, Consumer Electronics, Mobile and Telecommunications, Business and Consulting and IT and Technology, and analyzed across a list of popular online channels which includes influential blogs, forums, and online news outlets. The channels were selected by identifying conversations based on both qualitative as well as quantitative research.

About IndoPacific Edelman
With over 114 fulltime employees, IndoPacific Edelman is Indonesia’s largest public relations firm, specializing in six business practice areas of Financial & Investor Relations, Healthcare, Corporate, Public Affairs/Government Relations, Technology, and Brand PR and specialist areas of Litigation PR, Political Counsel, Issues and Crisis Management, Shariah Marketing, Research and Training. For more information, visit www.indopacedelman.com

Edelman
Edelman is the world’s leading independent public relations firm, with 3,200 employees in 51 offices worldwide. Edelman was named PRWeek’s “2009 Agency of the Year,” PRWeek’s “Large Agency of the Year" (for the third time in the last four years), and Holmes Report’s “2009 Best Large Agency to Work For” and was listed as a top-10 firm by Advertising Age in 2007 and 2008.

Edelman represents technology brands around the world, many of which are included in the Digital Brand Index. For more information about Edelman, visit www.edelman.com.

About Brandtology
Brandtology provides business and brand online intelligence services round the clock from its 24x7 Command Centers. Manned by trained specialists, Brandtology enables organizations around the globe to make timely and informed strategic decisions. Brandtology’s Digital Conversation Management System (DCMS) is powered by an intelligent opinion mining and ticket-processing system which aids organizations in listening to online digital conversations generated from blogs, forums, micro-blogs, news sites and other social medium. Brandtology serves a multitude of industries and public sectors in functions where online intelligence matters. Brandtology’s proprietary technologies, coupled with proven processes and trained specialists, enable clients to improve their brand equity, to increase revenue and to gain competitive edge. For more information, please visit www.brandtology.com.

For more information on the research and in-country results, kindly contact:

Syamsul Arief
Consultant
IndoPacific Edelman
Tel: (62) 21 721 59000
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it


Ashley Lim
Social Media Consultant
Brandtology
Tel: (65) 6593 9888
Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

For Bahasa Indonesia version, please click here 

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