Biscuits, Social TV and The President
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July, 1 2014 - Augustus, 20 2014 st th
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Our last few posts and reports from us tended to be a little on serious side, so we thought we’d have fun with this one. At Kana we all love snacks (and we have the kilos to prove it – but that’s a post for another time), so why not listen in on the first snack that was in front of us at the time – a pack of biscuits. As we like to keep these reports as neutral as possible, our social team put forward a simple premise, “let’s just put in the word ‘biskuit’ in Bahasa Indonesia and see what happens?” – So on the 1st of July, that’s exactly what we done! After letting things go for just over a month, we all sat down to review the results. We expected to see all the big brands and campaigns come out on top – but that wasn’t the case, in fact, there were a few surprises indeed. Out of around 37,000 posts, 12 engagements and 14,000 unique authors, a local brand Kokola came out on top with 1,283 brand mentions followed by established local brands such as Khong Guan and Roma with 1,091 and 732 mentions, respectively. What really caught our attention was one in particular social media campaign run by Kokola early July, which generated massive engagement. The #MamaBijak campaign asked followers to answer questions displayed on the popular TV program “Laptop si Unyil”. The hashtag on it’s own generated a potential reach of 31 Million from 2,192 posts and engagements. Being the only brand with a “Social TV” type campaign during the listening period, Kokola managed to successfully bridge the gap between traditional media and social media, locally. Kana has always been a staunch believer of Social TV, so naturally we’re excited to see the success of basic yet well-thought campaigns such as these. Drilling down the numbers further, we also discovered the benefits of this campaign were not limited to Kokola, but also the TV program itself generating a viral reach of 303,000 for the term “Laptop si Unyil”. Everyone was a winner on this one. As far as interesting content goes, we also found viral content related to no one other but own president. The moment came when an 8 year old child fromKendari, Sulawesi, gave a tin of biscuits to the president. What seemed like an uneventful routine article actually generated a viral reach of 270,887 with 480 engagements – the most single viral post of the period in relation to biscuits. This also got us thinking, what if brands carried this post and made it their own? Other viral content included supermarket promos and creative cooking recipes with biscuits.
Transcript of Biscuits, Social TV and The President
July, 1 2014 - Augustus, 20 2014st th
Table of ContentsTable of Contents
What We Will Cover In This Report
Table of Contents
Forward & Introduction
Keywords Used & Scope
Key Findings
Overall Digital Buzz
Buzz Trend
Buzz Words
Brand Share of Voice
Most Viral Links & Content
Positive Impact
Negative Impact
Key Influencers
Most Viral Tweets
Noteworthy Media & Blog Posts
Approach & Methodology
Forward & IntroductionForward & Introduction
Sonar uses a keyword based approach to extract conversations containing pre-defined tracked keywords
Data sources include 100% Twitter Firehouse, Facebook Open Graph, 18 prominent Indonesian media sites and 5 most active forums
All captured conversations are limited to Bahasa Indonesia
For sentiment analysis, Sonar uses Natural Language Processing with positive & negative values assign to each keyword.
All data used during the complication of this report is open public data. No passwords or access contol was utilized
The data range used for this report is from July 1st 2014 to August 20th 2014
keywords Used & Scope
Forward & IntroductionForward & Introduction
Keywords
Language
Channels
Biskuit
Indonesia
Media,Forums,Twitter,Facebook,Blog
Key Findings
Forward & IntroductionForward & Introduction
The top 3 brands most related to the keyword “biskuit’ is Kokola, Khong Guan and Roma during the Ramadhan season, respectively Social Media conversations and mentions in the buscuit industry mostly talked about Kokola’s daily quiz and contest in the month of July
Kokola is the most talked about Biscuit brand in the industry
SBYudhoyono’s twitter account made waves in the biscuit industry through headline news
Sonar found a local biscuit brand. Namely, Kokola. This brand ‘s twitter account has a large influence based on both original reach and potential reach. This brand has the potential to go viral based on its good presence on social media, such as Twitter and Facebook.
Kokola is a perfect case study on how TV can be a strong social media buzz driver
Overall Digital BuzzOverall Digital Buzz
All Channels, Engagement Volumes, and Unique Authors Mentioning
Posts
In general, the most talked about topic in most conversations are related to Kokola ‘s daily contest and quiz.
However, writer’s ratio regarding posts about Kokola ‘s daily quizzes was mostly posted by the brand’s official account.
Buzz Trends & Noteable Peaks in ConversationBuzz Trends & Noteable Peaks in Conversation
Notable Peaks in Volume and Audience Interest
The most talked about campaign associated to biscuits was Kokola’s daily engagements and selfie contests. What’s interesting about this campaign is that it was mostly promoted on TV - bridging the gap between traditional and online media.
t.
Themes Most Heavily Mentioned
Buzz WordsBuzz Words
biskuit_kokolapermenspontan guan
khong
presiden kaleng lomba puisicoctum
makan
paketkripik
latin ciptasbyudhoyono
merek
Biskuit Kokola” was the most talked about brand, followed by news articles related to president SBY and Khong Guan’s kaleng (can)
Kokola is the most talked about brand thanks to its daily updates regarding the brand’s contest and quiz.Khong Guan is another popular brand because of its unique packaging and the issues of trickery regading the content of the tin packaging. Also the brand’s popularity during the Ramadhan season gained recognition and interaction among users
1,4001,2001,0008006004002000
1,283
1,091732
334
22743
MARIESUSU
Most Viral Links & Content Most Viral Links & Content
Most Influential Links Related to Biscuits in Indonesia
Post Original Reach Viral ReachPost Original Reach Viral ReachPost Original Reach Viral Reach
Yuk, Belanja Biskuit Kalengan dan Sirup Murah di Supermarket Ini! http://t.co/3xBJ1s8Cr9 via@detikfood
7,489,206 2,240
Asam Manis Biskuit Lemon Bisa Dibuat dengan Langkah ini http://t.co/NYnmLrW8 via@detikfood 7,475,415 7,766
Laris Manis, Penjualan Sirup Hingga Biskuit Melonjak 150% Jelang Lebaran http://t.co/9edzBzONwo via@detikfinance
7,444,544 3,934
#MyDietExperience Bobot Angga Turun 19 Kg Berkat Ganti Camilan dengan Biskuit Gandum dan Kacang http://t.co/TkbTVZBqyt via@detikhealth
7,444,144 7,147
Buka Puasa di Jalan? Biskuit dan Crackers Renyah Legit Bisa Jadi Alternatif http://t.co/mFxKU14WuP via@detikfood
7,428,398 1,176
Jelang Lebaran, 'Minimarket' Biskuit Menjamur di Jalan Raya Bogor http://t.co/XpDg6z2tli 5,432,569 1,098
Azis, 8 th, peserta lomba cipta puisi dr Kendari, Sulteng spontan berikan biskuitpada Presiden SBY krn kegirangan.http://t.co/3mCQnk5chP
5,234,233 270,887
Di@alfamidi_ku byk sirup & biskuit dgn harga spesial menyambut Hari Raya.Penasaran sama harga spesialnya? Follow aja@alfamidi_ku
4,869,618 567
RT�@VIVAlife_: RESEP: Menikmati Renyah Biskuit Chocochip di Hari Fitri http://t.co/q2zSCxFNCv
1,897,828 794
Menu Buka Puasa: Puding Busa Pandan Biskuit Coklat http://t.co/IjXnwM83d1 http://t.co/UAWkiPgHDu
1,1,65,927 918
Related Negative Conversation Volumes and Samples
There was not much negativity associated to biscuits in general. The negative posts that did occur however was mostly towards the brand Khong Guan about the brand’s tin packaging that makes it easier to trick people about what is inside the packaging when its already used: “are there really biscuits in there or something else”
Authors Negative Post Viral Reach
Perihal temuan pemalsuan isi kaleng biskuit dari relawan pemakan kue. Apakah layak diajukan ke MK agar puasa tahun ini diulang?
Negativisme 38,801
Pemalsuan yang masif dan terstruktur hampir di semua wilayah yaitu kaleng biskuit tapi isinya rengginang. Udah 3 kali ketipu hari ini. Hufth
Negativisme 28,44920,443
2,291
30k
20k
10k
0k
Neutral PositiveNegative
Sentiment
Volu
me
Biskuit
Related Positive Conversation Volumes and Samples
Authors Negative Post Viral Reach
Azis, 8 th, peserta lomba cipta puisi dr Kendari, Sulteng spontan berikan biskuit pada Presiden SBY krn kegirangan. http://t.co/3mCQnk5chP
@SBYudhoyono : S. B. Yudhoyono 270,887
Biskuit, coklat, sm bandrek aja kak RT @RANforyourlife: Teman-teman RANers hari ini sahur apa nih? Di share yuk! :)
@Nilamayuu: Nilam Ayu Pradana
257,693
Biskuit regal bola mesis, regal yg di hancurin pake susu di bikin bulet, di cocol susu taburi mesis trus di dinginin di kulkas @hardrockfm
@KhaidhirAdhi: Adhii 174,466
Pake biskuit lapis legit "@101Jakfm: Hai, sahurnya pake apa nih?"@dinysemut:
annisadini151,399
Dr 6% yg dpt thr, 50% nya dpt biskuit @humorsingkat dari 96% yg nunggu thr, 90% nya ternyata gak dapet thr. tapi ikut nunggu yg 6% dpt thr
@Mbahdinaba: Mbahdien 131,875
"@nukman: Perasaan kok lebih banyak melihat kaleng biskuit Monde drpd KhongGuan lebaran ini. Di tempatmu bgmn?"» Monde kang
@UdhiGreatest: Udhi Greatest 124,011
Format: @nnnnnn Ikutan Foto #SelfieBiskuit,biskuitKokolaHalal berhadiah Nokia X dan puluhan paket lebaran @Biskuit,biskuit_kokola http://t.co/klmkmyd4bv
Biskuitkokola: biskuit_kokola 115,879
20443
2291
30k
20k
10k
0k
Neutral PositiveNegative
Sentiment
Volu
me
Biskuit
The most talked about campaign associated to biscuits was Kokola’s daily engagements and selfie contests. What’s interesting about this campaign is that it was mostly promoted on TV - bridging the gap between traditional and online media.
t.
1,186,8561,867,315
2,615,3041,112,727
2,300,071833,769
1,367,400624,361
292,879357,206
60,248354,790
390,541328,492
578578578318,737
550,955
16,869,9451,711,588
1448267145
4,913
490,668339339339
145145
Viral Reach
Original Reach
Viral Reach
Original Reach
Aderamn
uZMaaNH
vitriolet
Muhammad07Husin
RadenMasDewo
ziarahmah
Arifnaqsains
addi_surya
AhmadFalah23
andiernikayr
biskuit_kokola
PutriRohaeniR
0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000
Aderamn
uZMaaNH
vitriolet
Muhammad07Husin
RadenMasDewo
ziarahmah
Arifnaqsains
addi_surya
AhmadFalah23
andiernikayr
biskuit_kokola
PutriRohaeniR
0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 180000000 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000
1,448,267
1,186,8561,867,315
2,615,3041,112,727
2,300,071833,769
1,367,400624,361
292,879357,206
60,248354,790
390,541328,492
318,737
550,955
16,869,9451,711,588
4,913
490,668
1,448,267
1,186,8561,867,315
2,615,3041,112,727
2,300,071833,769
1,367,400624,361
292,879357,206
60,248354,790
390,541328,492
318,737
550,955
16,869,9451,711,588
4,913
490,668
1,448,267
Author Posts Viral Reach Viral ScoreEngagamentsOriginal Reach
S.B. Yudhoyono@SBYudhoyono09/08/2014 17:10:48
5,234,233 270,887 480 0.1
Azis, 8 th, peserta lomba cipta puisi dr Kendari, Sulteng spontan berikan biskuit pada Presiden SBY krn kegirangan.http://t.co/3mCQnk5chP
Vinyaddict@Wildan_40417/07/2014 14:50:54
16,779 48,851 314 2.9
Suka ngemil kripik / biskuit / ....?#404TeamSharing
WOW! Fakta KPOP@WOWfakta_KPOP12/08/2014 20:22:02
74,269 172,285 299 2.3
Tahukah anda Roply Poly adalah namamerek biskuit,biskuit di Korea dan T-Aramendapat paket biskuit,biskuit fullkarena lagu tersebut menjadi hit.#WOWfakta
syafritkc@syafri_tkc24/07/2014 03:40:15
145,796 8,918 261 0.1
Kata ‘biscuit’ (biskuit) berasal daribahasa latin ‘bis cotum’ yang artinya ‘dimasak dua kali’
Selai MORIN@MORIN_jam02/08/2014 09:58:29
4,024 73,786 240 18.3
Good Morin Moriners.. Moriners palingsuka selai Morin dimakan bersama apa?1. Roti. 2. Biskuit. 3. Wafer. Yang mana pilihan Moriners?
FAKTA FAKTANYAWOW @WOWFAKTA16/07/2014 05:23:51
1,167,294 63,829 161 0.1
Menyediakan Biskuit Oreo, keju Babybeldan Red Bull dalam jumlah yang sangatbanyak’ adlh salah 1 permintaan khususRihanna selama konser
Author Posts
Ernhikayanti Rahman@ardiernikayr29/07/2014 09:32:34
145 1,448,267 4 9,988.0
#np:chocolate biskuit berharap,lagunyakeren kak;) @Ferrynimous
SasongkoPutra@RadenMasDewo25/07/2014 08:09:38
339 490,668 6 1,447.4
Biskuit Monde isi emping RT@Prambors:Menu lebaran spesiaaall yang cuma ada dirumah lo! Kasihtau sini ke #DGITM
Ade rahmanto@Aceramn29/07/2014 11:28:32
289 318,737 21 1,102.9
Kalo ini beda, Surga dalam sebuah kalengbiskuit lebaran. Indomi kaleng@yeahmahasiswahttp://t.co/oedzGHvN9R
Viral Reach Viral ScoreEngagamentsOriginal Reach
S.B. Yudhoyono@SBYudhoyono09/08/2014 17:10:48
5,234,233 270,887 480 0.1
Azis, 8 th, peserta lomba cipta puisi dr Kendari, Sulteng spontan berikan biskuit pada Presiden SBY krn kegirangan.http://t.co/3mCQnk5chP
A personal account belonging to a user named Ernhikayanti Rahman is one of the most influential users based on viral reach. However, a post regarding S B Yudhoyono receiving biscuits gained alot of attention making this user ‘s post and account viral and influential based on orginal reach
SATU hal yang lebih baik selain menikmati Oreo dicelupkan ke dalam segelas susu adalah menggorengnya. Mungkin terdengar aneh, tapi rasa Oreo goreng benar-benar lezat. Anda bisamembuatnya seperti dilansir Thedailymail
Surabaya (ANTARA News) - Produsen aneka produk biskuit dengan merek Kokola, PT Mega Global Food Industry, menambah stok antara tiga hingga empat kali lipat dibandingkan bulan normal menjelang Lebaran Idul Fitri 1435 Hijriah karena besarnya permintaan masyarakat terhadap komoditas itu.
Produsen biskuit tambah stok jelang Lebaran
Oreo Goreng
DETIK ‘Estee Cookies’, Cookies Wangi SemerbakInspirasi dari Parfum Estee Lauder
0 Tapi bagaimana dengan racikan biskuit ala EsteeLauder? Bekerja sama dengan baker ternama diNew York Estee membuat biskuit yangterinspirasi dari parfum Private Collection.Penciptaan biskuit ini dilakukan menyusul peluncuran Estee Edit, website lifestyle daneditorial yang menampilkan artikel mengenaibeuaty,fashion,kuliner, dan fitness. Untukmemeriahkannya, Estee Lauder memintaChristina Tosi dari Momofuku Milk Bar untukmembuat resep biskuit original berdasarkanparfum Private Collection yang selalu dipakai olehEstee Lauder sendiri. Biskuit ini dinamakan‘Estee Cookies’ dan untuk menampilkan aromamawar Bulgaria khas parfum tersebut Chirstinamenggunakan ekstrak mawar dan strawberry freeze-dried. Resep lengkap biskuit ini bisadilihat disini
2014/08/19
DETIK Yogyakarta Selalu Bikin Jatuh Cinta 0 Setelah melihat dan mendengarkan penjelasandari guide, kami diberi waktu istirahat untukberfoto, serta disediakan minuman jahe hangatdan beberapa biskuit sebagai camilan
2014/08/18
DETIK Nutrisi untuk Dukung Perkembangan OtakAnak Usia 2 Tahun
0 Tawarkan buah/produk susu(keju.yoghurt/susu)sebagai snack sebelum menawarkan biskuit ataukrupuk yang tidak mempunyai nilai gizi
2014/08/14
Media Title Comments Summary
817
466
1500
1000
500
0k
Netral PositiveNegative
Sentiment
Volu
me
Biskuit
Engagements
Twitter l Blog
News
Forum
866Channels
100% 1,287
1,287
Posts
Kokola recieved alot of positive attention and social awareness generating at least 1k about the brand itself thanks to promotions by alot of different users during the brand’s daily quizzes and contests.
1,000
1,500
800+Tweets
This
generatedaround
gained alot of positiveattention
&
contest
Kokola biscuit’s official twitter account playes a huge part in social hype during july until august with daily quizzes, contests and giveaways giving away prizes from biscuits, ramadhan packages and the grand prize being a Nokia X handphone.
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