(youthlab Indo) Youth & twitter trends in Indonesia (part 1)

Youth &Twitter Trends
In Indonesia (Part 1)
Profiling Popular Twitter Accounts Among The Indonesian Young People
Collaborative
Research by:

Picture taken from:http://randomlovefreaks.blogspot.com/2011/03/galau.html

@Twitter

Insights on @Twitter

Rachmania Arunita
(@Petitenia_)
Online Creative Director
Associate Expert:
Youthlab Indo

Collaborative
Research by:

The youth segment nowadays preferred to read “What other people think” on their timeline rather than invitation
or encouragement that says “lets do something together”. That’s why, a person, figure, or account that gives more
tweet on fact and opinion gets more Retweeted than account that try to push people to do something.

Photo:http://www.flickr.com/photos/firdaususman/4173076379/sizes/m/in/photostream/

Method of Analysis
* Track twitter accounts that have strong relation with youth nowadays. From pop culture, movement, to political account.
* Catch the last 3200 twitter conversations for the following accounts:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

clubspeak
greenerationid
lomonesia
mudagakorup
pengajarmuda
pramonoanung
savestreetchild
teretorial
tifsembiring
youngontop

* Analyze by date of conversation, time of conversation, and number of re-tweeted post.
* Analyze qualilatively from the social media data.

Collaborative
Research by:

Retweet analysis:
•

•

Describe the number of post from an analyzed
account that has been re-tweeted by others
account.
Assumption: post that have bigger number of retweet, have a higher impact rate from the
audience, this also can describe as an impact of
an account on it’s online audience.

Collaborative
Research by:

Time of Conversation analysis:
•

•

Describe the number of conversations that
happen on a specific date.
Every account do not have same time period, if
an account are very active, it will have shorter
period than an account that is not active.

Hour of Conversation analysis:
•

Collaborative
Research by:

Describe the number of conversations that
happened on specific hour for all period in an
account.

Picture:http://www.flickr.com/photos/rfabianto/6418402201/sizes/z/in/photostream/

Most Retweeted Account
From this chart we know that among among the
accounts that are followed by the young people,
Tiffatul Sembiring or what they call “tiffy” is the
most retweeted acount. The interesting part, it
doesn’t came from the substantions of his tweet
but the intention of his audience to mock him.
This unique behavior has been creating
conformity among youth. On the other side, Mr.
Pramono Anung, a parliamentary member is one
politician that has been creating positive buzz
among his followers due to his tweet contents
that more grounded and down to earth.
Movement accounts are found to be retweeted
quite intesively by their youth followers. It proves
that our young people really need a platform or
community to share their ideas and to contribute,
even in social media. Due to lack of offline media
that facilitate it

Collaborative
Research by:

Social Movement Twitter Account
Collaborative
Research by:

Picture:http://www.flickr.com/photos/tytypaus/1813972984/sizes/m/in/photostream/

@Mudagakorup
Social Capital
1.087 tweets | Following 129 people |481 followers | Noted several times by activist and
KPK as a pioneer in youth movement & social campaign on anti-corruption
•
•

•
•

MudaGaKorup is a social project that promote awareness on anti-corruption and
integrity among the youth.
Corruption is discussed in a ‘light’way. Broadcasting it in a more relevant fashion
for youth everyday context (example: policeman bribery, plagiarism at
school, giving “present” to teacher etc).
It is a pioneer for bringing anti-Corruption issues among the young people
Young people are tweeting about #mudagakorup. Most of the tweets relates
corruption to morality issues. Talking about corruption at school, honesty to
parents, poverty, starting the movement with small things, case of the electricity
hijack in their neighborhood Etc.

Collaborative
Research by:

@Pengajarmuda
Social Capital
7.576 tweets | Following 195 people | 28.7381followers
•

•
•

Indonesia Mengajar is a movement initiated by Anies Baswedan who had the
vision to provide access to knowledge to all children in Indonesia. Their goal is to
fulfill the shortage of qualified educators especially in remote area all around
Indonesia
today
and
to
prepare
prospective
Indonesian
young leaders who understand their country’s grass-root issues.
Pengajar Muda (PM), as what they’re called, serve to educate elementary students
in a remote area for a year. They then have valuable experiences to share with
their friends.
They mostly talk about education issues, pengajar muda’s experiences, and also
their involvement on events. From their timeline we often found inspiring stories
from pengajar muda who are currently active or had finished their services from
all over Indonesia.

Collaborative
Research by:

@Pengajarmuda
• Indonesia Mengajar have successfully attracts youth as a prestige movement with an
increasing number of applicants. As we know that, youth, on their year of development,
are seeking for self-actualization.
• PM twitter account often tweet/share links about inspiring stories from the current PM
who’re on duty. Some motivation quotes have also been tweeted regularly. Sometimes
they also communicate with their followers by asking challenging questions or starting up
threads. these strategy wins their follower’s heart.
• PM movement has also become a trend. Someone who retweet it wants to be valued as a
person who has a big concern on the education.
• Anies Baswedan as the people behind this action is also seen as a respectful person.
• Their intensity to tweet is quite active. We can see from the time of conversation that they
tweet and retweeted regularly, almost everyday but in a fluctuating quantity.
• By the time of conversation, we can tell that they are active during productive hour, which
is 7 am-9 pm, and it increases at 9 am, 11 am, and 7 pm.

Collaborative
Research by:

Photo: http://www.flickr.com/photos/57404107@N06/5342492534/sizes/m/in/photostream/

@Pengajarmuda

Insights on @pengajarmuda

Rachmania Arunita
(@Petitenia_)
Associate Expert:
Youthlab Indo

Collaborative
Research by:

This movement touch the heart of every young people that had the chance to experience education in
a formal government institution (sekolah negeri) and emphatize with the shortage of good teacher. With
the right combination between charity, adventure, and love @pengajarmuda gets its attention from the young
people


@ClubSPEAK
Social Capital
11.554 tweets | Following 171 people | 3.207 followers
•

•
•
•
•

SPEAK is a youth organization (supervised by Transparancy International Indonesia) which the
members admit their love and care to their country. They have the aspiration to build a new
Indonesia without corruption. They give a taste of youth spirit in their tweets, as in full
of fun, creative, and real action. So the spirit of anti-corruption can be shared by any kinds of
actions : photography, music, video, text, even festivals.
Clubspeak specifically tweets about corruption issues and youth actions against it. Their tweet
content motivates young people to value their self as an anti-corruption agent.
@clubSPEAK, daily, starts tweeting (and be retweeted) at 7 am and become more intense until their
peak hour at about 8 pm.
The number of conversation each day might be contrary different from the day before and the day
after. Recently, the average number of their tweets is about 50-100 tweets/day.
When a hot issue about corruption is on the headlines, the number of conversation will usually
increased. And when they tweet about their events, their followers will retweet it.

Collaborative
Research by:

@ClubSPEAK

Insights on @ClubSPEAK

Rachmania Arunita
(@Petitenia_)
Associate Expert:
Youthlab Indo

Collaborative
Research by:

Political issues are becoming trends and intensively talked about since several celebrities are involved in it.
The young people also want their opinion to be heard and considered. @clubSPEAK movement fits this
momentum to served as a platform for youth.

Photo:http://www.flickr.com/photos/bramantya/2080461680/sizes/m/in/photostream/

@Savestreetchild
Social Capital
4.944 tweets | Following 1.1.76 people |2.862 followers
•

•
•

•

An Independent social network that focused on street children education. Located on
Jakarta, Bandung, Surabaya, Medan, Makassar, Manado, Jogja, Depok, and Padang.
Established by a youth named Shei, they educate and advocate street children to have a
proper education.
From Save street child‘s time of conversation in twitter, we can see that it is not tweeting on
regular basis. Their tweets are update of information about street children that they teached.
From the hour of conversation, one can concluded that the interaction happened mostly in
afternoon and evening (2 pm and 9 pm). 2 pm is the time when youth actually open their
account and zap their timeline. At that time, their activity on school and campus are usually
done. For high school student, they are waiting for non-academic activity while for college
students it’s the right time to sit up and chat with friends while doing assignments. 9 pm is
considered as free time between daily activities and sleeping (Some of them are accessing
twitter from PC).
At 2-3 am the conversations within this account are still happening because mostly college
youth are still engaging with assignments, while at 4-5 is usually the time to sleep for mostly
young people who considered as “kaskuser”, “gamers” and “kalong”

Collaborative
Research by:

@Social Movement on Twitter

Insights on @Social Movement on twitter
Rachmania Arunita
(@Petitenia_)
Associate Expert:
Youthlab Indo

Collaborative
Research by:

Positive tweets combine with cute merchandises for good cause are key!. Since the ‘Indonesia Unite’ movement,
youth now are craving for movements that could save the future faith of this nation. These kind of movement are
a form of self expression and social existence.

Photo:http://www.flickr.com/photos/64681508@N02/6339729813/sizes/m/in/photostream/

Politician Twitter Account
Collaborative
Research by:

Picture:http://www.flickr.com/photos/tytypaus/1813972984/sizes/m/in/photostream/

@Pramonoanung
Social Capital


•

•

•
•

A Parliamentary member from Indonesian Struggle Democracy Party (Partai Demokrasi
Indonesia Perjuangan) who mostly tweet about daily issues, from football, cycling hobby, and
politics.
He’s followed by a lot of people, foremost young people who engage in politic and campus
movement. Because his contents are not merely about politics ideological matters, but also
daily and grounded issues.
His tweet talk about everything, from serious stuff to daily things like “listening to certain
song”. Some group of youth therefore see him as a cool and down to earth politician.
Some of his tweets are also engaging, with a few mentions or interaction with his followers.

Collaborative
Research by:

@Pramonoanung
•

•

•

From Pramono Anung time of conversation in twitter, we can see that he does not tweet
regulary. Not like many politicians, that most of the time “spam” their followers timeline with
their political opinion.
From hour of conversation,it can be concluded that the interaction happened in the morning,
6 am (when people has just wake up or on the way to school, campus, or office) and 9 am
(when they get bored in morning shift). In the evening, 6 pm and 9 pm are the peak hour of
conversations. 6 pm is time when people on the way back home from their routinity while 9
pm is considered as free time between daily activities and sleeping (Some of them are
accessing twitter from PC).
Midnight and predawn are the times when the interaction are less active. Only a few people
are still engaged with Mr. Pramono Anung. Due to his hobby of watching football broadcasted
late at night, this time is the exact time for him and his football followers discussing the
match.

Collaborative
Research by:

@Teretorial
Social Capital
•

•
•

•
•

Started her career as a singer, Theresia or known as Tere now a parliamentary member for
Democrat Party. As a young member, Tere is also known as a flexible person among her
colleagues. Beside her responsibility in the Parlement, she will release her album with kid’s
song theme
Tere don’t tweet everyday, only on several occasion. If we see deeply, the frequency of
conversation in her account is low. Only in some date it gets higher.
On average, 9 am until 11 pm is the peak hour of coversations between Tere and her
followers. The highest peak are at 10 am, 11 am, and 9 pm.
As noted earlier, 10 and 11 am are the time when worker and college students are bored in
morning shift during their activities.
9 pm are considered as peak hour due to the young adults leisure time after work at home

Collaborative
Research by:

@Time of Tweet

Insights on @Time of Tweet
Rachmania Arunita
(@Petitenia_)
Associate Expert:
Youthlab Indo

Collaborative
Research by:

Everybody have different schedule activities that will influences their schedule to tweet. From this tweet schedule
we could map their segment, either they’re a young executive, students, teens, or entrepreneur


@tifsembiring
Social Capital
13.370 tweets | Following 1.839 people |326.773 followers
•

•
•
•

•

He is a politician from Prosperous Justice Party (Partai Keadilan Sejahtera) and now
appointed as Minister of Communication and Informatics.
His conservative background often clash with his role as the minister that supposed to
have a modern and technologist mindset.
You can find some counterfeit accounts related to him due to his controversial policy.
Lot of young people follow him not because of his twitter content, but to mock and
attack him through tweets.
Mr. Tiffatul Sembiring actively tweet to inform his policy. In some dates, amount of
conversations are high due to his tweets about controversial policy
From morning to night, it can be concluded that frequency of conversations between
him and followers are relatively low. Only in 5 am and 6 am it getting higher, because of
his habit to give morning greetings and joke poem. Something that is considered lame
by the young people.

Collaborative
Research by:

@tifsembiring

Insights on @tifsembiring
Tifatul sembiring have an interesting timeline.In whatever he’s talking about, he always put his character and
always try to interact with his followers and audience
Rachmania Arunita
(@Petitenia_)
Associate Expert:
Youthlab Indo

Collaborative
Research by:

Community Twitter Account
Collaborative
Research by:

Picture:http://www.flickr.com/photos/39963933@N04/5389980082/sizes/m/in/photostream

@YoungOnTop
Social Capital
•

•
•

•
•

•

A community that focused to encourage youth to catch their dream and succeed with their
passion, involving young and successful figure such as financial planner, job coach, activists,
CEOs. Beside tweeting, they also hold several events or forum that present young and
successful speakers. Their followers are mostly first jobber, young adult, and college students.
One of the initiator is @BillyBoen
This account tweet mostly give what we usually call “kultwit” or kuliah twitter (twitter
lecturing) about passion and matters related to youth empowerment. They often hold
discussion on twitter with initiator such as Rene CC and Billy Boen
Tweet mostly about passion, job, dream, and ways to achieve it. One hundred mentions are
the average of conversation amount
From morning to night, interactions between them and their followers are realtively high
except for 6 am. The contents of tweets are popular among the young people because its
related to their basic needs to self actualize and succeed in the professional world.
7 and 9 pm are the peak hours of conversation. Due to the segment of the followers that are
mostly first jobber and passion achievers, 7 an 9 pm are time that considered leisure time to
have discussion on twitter.

Collaborative
Research by:

@Lomonesia
Social Capital
•

•

•

•
•

Lomonesia sparked on the first time in August 2004. Lomonesia perform
routine activities such as PhotoHunting, Gathering, Exhibition and Workshop with
Lomography cameras to use, they also provide consulting services for Lomography cameras.
The Interesting thing is that they have representatives in every city in Indonesia, including
Jakarta, Bandung, Yogyakarta, Surabaya, Solo, Bali and Pontianak.
Lomography, as a camera trend in Indonesia (since 2005) still have a place on their
enthusiasts’ heart. Since Lomenesia provide all their needs(latest information, cameras,
workshops, events, services, etc.) about Lomography, they follow lomonesia to be connected.
They also become such a community, a place/platform to share about this particular hobbies.
For other un-segmented followers, they follow Lomonesia as a conformity behaviour since it
becomes a trend. Youth will valued smart and ‘gaul’ when they are knowledgeable about the
latest trend.
@lomonesia tweets regularly active each day with the number of conversation quite stable,
only on a certain day they increased.
The peak hour of conversation is at around 12 and 6 pm with a quite big number of
conversation(+/- 200). It shows that Lomo is still a trend.

Collaborative
Research by:

@lomonesia

Insights on @lomonesia
Rachmania Arunita
(@Petitenia_)
Associate Expert:
Youthlab Indo

Collaborative
Research by:

The follower of @lomonesia is like a car lover who always have the time to enjoy reading Saturday’s newspaper
scanning the “car for sale” column. Not intended to bought one but only to inquire what’s on the market these
days. The follower of @lomonesia don’t lineary means that they have a lomo camera, but they could be
someone who are seeking entertainment. For example, #gomballomo create the highest conversation on
January 28, this proves good jokes will always be retweeted and everybody love to laugh.

Photo:http://www.flickr.com/photos/sendisndx/6832669761/sizes/m/in/photostream/

@Greenerationid
Social Capital
13795 tweets | Following 932 people |9265 followers | Noted as one of the biggest green
movement community in Indonesia
•
•

•

•
•

Greeneration ID is a community with concern towards the environment. It’s also a social
enterprise.
They have an unique approach of using social media, their twitter and website engage
strongly with environment activist and other related communities. Greeneration is very
segmented.
Greeneration ID has a strong positioning among their followers. Their informative tweets
attract their followers to share and re-tweeted it due to it’s relevancy to the current
enviromental problems.
Celebrity who has concern on environment such as Dewi Lestari, Maylafayza often retweeted Greeneration ID
The highest frequency of conversation happened mostly in the morning before the beginning
of the daily activities and in the evening, after the daily routines.

Collaborative
Research by:

Youthlab is the first factory and repository of
Indonesian youth insight, compromised of
multi-talented youths of various background,
the research and consulting company helps
corporations and organizations create precious
connection with the fickle yet precious market
segment.
Through etnographic research, online tracking,
creative focus group discussion, and other
means, we help you create a dialogue with the
youths of Indonesia in the most efficient
manner.
We Are Here to Make that happen to you

Request free download of this presentation:
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Find more about Indonesian
Youth trends, data, & insights:
www.enterthelab.com
Contact us for a presentation of this slide
Tara.talita@gmail.com
faisal_sii@yahoo.com
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