News / Economy

    In Indonesia, 'Buzzers' Not Heard but Tweet for Money

    Social media strategists work to prepare a campaign through Twitter at an advertising agency in Jakarta, March 26, 2013.
    Social media strategists work to prepare a campaign through Twitter at an advertising agency in Jakarta, March 26, 2013.
    Reuters
    In Indonesia's capital Jakarta, a buzzer is not an alarm or a bell, but someone with a Twitter account and more than 2,000 followers who is paid to tweet.
     
    Jakarta is the world's tweet capital and advertisers eager to reach the under-30 crowd are paying popular Twitter users to spread their word through social media, starting at about $21 per tweet.
     
    While celebrity endorsements via Twitter are common worldwide, Indonesia is unusual because advertisers are paying the Average Joes too.
     
    These Twitter “buzzers” send short messages promoting brands or products to their followers, usually during rush hour, 7 to 10 a.m. and 4 to 8 p.m., when Jakarta's notorious traffic jams create a captive audience with time to scan their mobile phones.
     
    Jakarta has more Twitter users than any other city In the world, according to Semiocast, a social media market researcher, and Indonesia is home to the world's fourth-largest population, with half the people under 30. All ingredients for a social media marketer's dream.
     
    Nanda Ivens, COO at XM Gravity Indonesia, speaks during an interview at his office in Jakarta, March 26, 2013.Nanda Ivens, COO at XM Gravity Indonesia, speaks during an interview at his office in Jakarta, March 26, 2013.
    x
    Nanda Ivens, COO at XM Gravity Indonesia, speaks during an interview at his office in Jakarta, March 26, 2013.
    Nanda Ivens, COO at XM Gravity Indonesia, speaks during an interview at his office in Jakarta, March 26, 2013.
    “Indonesians love to chat. We love to share. We are community driven as a culture. For us it's very easy to adopt social media because it is a channel through which we can express our opinions,” said Nanda Ivens, chief operating officer at XM Gravity Indonesia, a digital marketing unit of London-listed advertising giant WPP Group.
     
    For advertisers, using Twitter buzzers is a way to personalize the pitch, connecting someone who may have a special interest in a product with like-minded potential customers. A local photography buff, for example, would be a good target for a camera company.
     
    An effective social media campaign will generate real conversations and genuine endorsements, said Thomas Crampton, Hong Kong-based social media director at advertising firm Ogilvy. But one issue with paid buzzers is that they may be seen as endorsing something only for the money.
     
    “It's not going to be transparent to the people reading the Twitter feed whether they're being paid, and that's not very honest,” said Crampton.
     
    “The followers will see that this guy is for sale. It's really like talking to a friend. If your friend is being paid to tell you something then a) you wouldn't consider that person your friend and b) you're not going to believe them.”
     
    Measuring Success
     
    PT Nestle Indonesia, a unit of global food company Nestle SA , counts teenage pop singer Raisa (zraisa6690) and heartthrob actor Nicholas Saputra (znicsap) among its brand ambassadors. They recently tweeted their experiences at a large Sumatra coffee plantation in a campaign supported by hired buzzers who were retweeting the celebrities' comments and other sponsored messages from the company.
     
    The challenge is measuring success.
     
    “We do have quantitative measurement, which is the number of followers, the number of likes and the number of clicks,” said  Patrick Stillhart, head of the coffee business at PT Nestle Indonesia. “But how do we relate that to brands and sales? There's left a question mark.”
     
    Stillhart said the company uses social media for more than a dozen brands and about 15 percent of its advertising spending goes to digital media. Apart from Nestle, competitor Unilever Indonesia also followed similar path for their products.
     
    Sometimes things go wrong.
     
    Prabowo (zbowdat), 33, who quit his day job two years ago to scout for buzzers, recalled one cautionary tale about tweets meant to promote an Android product that were sent through a rival BlackBerry or iPhone device. Followers could see the gaffe  because tweets often include an automatic tag indicating how the message was posted.
     
    Stand-up comedian Ernest Prakasa (zernestprakasa) fell afoul of the “twitterverse” last year while promoting the Mini Cooper, a popular car made by BMW Group
     
    “There was a viral video. The idea was, I had to pretend to be locked in a container for several hours and then I escaped with the car. I was asked to act as if I was captured,” said the 30-year-old, who charges advertisers 7 million rupiah ($670) for 10 tweets.
     
    Some of his friends didn't realize it was an act, and began retweeting he had been kidnapped. They were furious when told it was an advertising gimmick.
     
    “I was cursed at, accused of only trying to create a sensation. I had around 15,000 followers so I didn't think it could become big. But I also learned that whenever this sort of fiasco happens, stay silent. It won't last more than two days. Something new will come along and people will forget anyway.”

    You May Like

    Syrian Rebel Realignment Likely as al-Qaida Leader Blesses Split

    Jihadist group Jabhat al-Nusra splits from al-Qaida in what observers dub a ‘deception and denial’ exercise

    New India Child Labor Law Could Make Children More Vulnerable

    Concerns that allowing children to work in family enterprises will push more to work

    What Take-out Food Reveals About American History

    Carry-out food explains a lot about the changes taking place in society, so here's the deal with pizza, Chinese food and what racism has to do with taking food to go

    This forum has been closed.
    Comments
         
    There are no comments in this forum. Be first and add one

    Featured Videos

    Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
    Uganda Unveils its First Solar-powered Busi
    X
    July 28, 2016 4:16 AM
    A solar-powered bus described by its Ugandan makers as the first in Africa has made its public debut. Kiira Motors' electric bus, Kayoola, displayed recently at a stadium in Uganda's capital. From Kampala, Maurice Magorane filed this report narrated by Salem Solomon.
    Video

    Video Uganda Unveils its First Solar-powered Bus

    A solar-powered bus described by its Ugandan makers as the first in Africa has made its public debut. Kiira Motors' electric bus, Kayoola, displayed recently at a stadium in Uganda's capital. From Kampala, Maurice Magorane filed this report narrated by Salem Solomon.
    Video

    Video Silicon Valley: More Than A Place, It's a Culture

    Silicon Valley is a technology powerhouse and a place that companies such as Google, Facebook and Apple call home. It is a region in northern California that stretches from San Francisco to San Jose. But, more than that, it's known for its startup culture. VOA's Elizabeth Lee went inside one company to find out what it's like to work in a startup.
    Video

    Video Immigrant Delegate Marvels at Democratic Process

    It’s been a bitter and divisive election season – but first time Indian-American delegate Dr. Shashi Gupta headed to the Democratic National Convention with a sense of hope. VOA’s Katherine Gypson followed this immigrant with the love of U.S. politics all the way to Philadelphia.
    Video

    Video Philadelphia Uses DNC Spotlight to Profile Historic Role in Founding of United States

    The slogan of the Democratic National Convention now underway in Philadelphia is “Let’s Make History Again” which recognizes the role the city played in the foundation of the United States in the 18th century. As VOA’s Kane Farabaugh reports, local institutions are opening their doors in an effort to capitalize on the convention spotlight to draw visitors, and to offer more than just a history lesson.
    Video

    Video A Life of Fighting Back: Hillary Clinton Shatters Glass Ceiling

    Hillary Clinton made history Thursday, overcoming personal and political setbacks to become the first woman to win the presidential nomination of a major U.S. political party. If she wins in November, she will go from “first lady” to U.S. Senator from New York, to Secretary of State, to “Madam President.” Polls show Clinton is both beloved and despised. White House Correspondent Cindy Saine takes a look at the life of the woman both supporters and detractors agree is a fighter for the ages.
    Video

    Video Dutch Entrepreneurs Turn Rainwater Into Beer

    June has been recorded as one of the wettest months in more than a century in many parts of Europe. To a group of entrepreneurs in Amsterdam the rain came as a blessing, as they used the extra water to brew beer. Serginho Roosblad has more to the story.
    Video

    Video First Time Delegate’s First Day Frustrations

    With thousands of people filling the streets of Philadelphia, Pennsylvania for the 2016 Democratic National Convention, VOA’s Kane Farabaugh narrowed in on one delegate as she made her first trip to a national party convention. It was a day that was anything but routine for this United States military veteran.
    Video

    Video Commerce Thrives on US-Mexico Border

    At the Democratic Convention in Philadelphia this week, the party’s presumptive presidential nominee, Hillary Clinton, is expected to attack proposals made by her opponent, Republican presidential nominee Donald Trump, to build a wall along the U.S.-Mexico border. Last Friday, President Barack Obama hosted his Mexican counterpart, President Enrique Peña Nieto, to underscore the good relations between the two countries. VOA’s Greg Flakus reports from Tucson.
    Video

    Video Film Helps Save Ethiopian Children Thought to be Cursed

    'Omo Child' looks at effort of African man to stop killings of ‘mingi’ children
    Video

    Video London’s Financial Crown at Risk as Rivals Eye Brexit Opportunities

    By most measures, London rivals New York as the only true global financial center. But Britain’s vote to leave the European Union – so-called ‘Brexit’ – means the city could lose its right to sell services tariff-free across the bloc, risking its position as Europe’s financial headquarters. Already some banks have said they may shift operations to the mainland. Henry Ridgwell reports from London.
    Video

    Video Recycling Lifeline for Lebanon’s Last Glassblowers

    In a small Lebanese coastal town, one family is preserving a craft that stretches back millennia. The art of glass blowing was developed by Phoenicians in the region, and the Khalifehs say they are the only ones keeping the skill alive in Lebanon. But despite teaming up with an eco-entrepreneur and receiving an unexpected boost from the country’s recent trash crisis the future remains uncertain. John Owens reports from Sarafand.
    Video

    Video Migrants Continue to Risk Lives Crossing US Border from Mexico

    In his speech Thursday before the Republican National Convention, the party’s presidential candidate, Donald Trump, reiterated his proposal to build a wall along the U.S.-Mexico border if elected. Polls show a large percentage of Americans support better control of the nation's southwestern border, but as VOA’s Greg Flakus reports from the border town of Nogales in the Mexican state of Sonora, the situation faced by people trying to cross the border is already daunting.

    Special Report

    Adrift The Invisible African Diaspora

    World Currencies

    EUR
    USD
    0.9017
    JPY
    USD
    104.72
    GBP
    USD
    0.7594
    CAD
    USD
    1.3160
    INR
    USD
    67.046

    Rates may not be current.