The social media landscape in Indonesia : Edelman DBI

Here are the key findings:

Online conversation revolves around product/ service information seeking. Telcos have capitalised on the local nature of social media to dramatically increase their levels of online buzz.

The DBI 10.3 found a significant increase in brand mentions for Excelcomindo (56 per cent increase), Telkomsel (52 per cent increase) between April to June 2010 compared to the previous quarter.

'Pake XL', 'Sinyal XL', 'Pulsa XL' and 'XL BlackBerry' were common phrases found in conversations about the brands in surveyed channels. Twitter and KasKus (BlackBerry Corner) are two major channels that contributed most to Telkomsel mentions with 78.1 per cent and 13.2 per cent respectively.

Bakrie Telecom, a new entrant to the list of top 10 ‘buzziest brands’ had 90.9 per cent of brand mentions take place on Twitter. Most mentions for Bakrie Telecom in Twitter referred to its 'Esia' product and service.

Despite Indonesia becoming the second-fastest growing Facebook market in the world, Twitter has become a powerhouse for technology conversations in Indonesia.

Twitter and KasKus remain the two major channels that generate the most mentions of technology brands.

The number of mentions for technology brands on Twitter increased by 15 per cent, from 153,378 to 175,900. Although there are some changes in the rankings, the channels remain the same from the previous DBI.

Of the 53 technology brands monitored in the DBI 10.3, 21 have a local presence on Twitter. Some brands also have more than one Twitter account for specific purposes including customer service and specific product information.

Interestingly, of the top 10 'buzziest brands', nine have a local Twitter presence including Nokia, Telkomsel, Xl Axiata, Indosat, Samsung, Telkom, Intel, Bakrie Telecom and Sony.

Twitter significantly contributed to numbers of mentions of some brands. For example, Nokia topped the list of top 10 ‘buzziest brands’ between April to June 2010, and 65.8 per cent of its posts took place on Twitter.