Digital Media as Data-gathering & Communication tools

Roby Muhamad, Ph.D

Dept. of Social Psychology, University of Indonesia

Academic & Business Background

Digital Media is

Data Gathering Platforms Communiation tools (viral)

One-step Communication Model

Two-step Communication Model

Multi-step Communication Model

So, social media is…

FINANCIAL BEHAVIOR Twitter Conversation Data Analysis

Data Periode: 1 Dec 2015 – 4 Mar 2016

Overview

• We tracked conversation on Twitter based on keyword indicators that fall into three main category:

– Spending and Saving Behavior: keywords indicator for “menabung” and investment, financial condition such as “bokek” and “tanggal tua”, as well people’s wishlist “pengen beli ...” and “pengen punya ...”

– Online Banking and E-commerce: keywords indicator for general conversation regarding online banking and e-commerce

Spending & Saving Behavior Data Twitter: 1 Dec 2015 – 4 Mar 2016

Overview People appeared to be more expressive when talking about their financial conditions such as being broke (bokek) and experiencing hard time waiting for payday (tanggal tua, gajian). Saving behavior is the next most talked about.

205.819

185.702

117.703 115.886

0

70.000

140.000

210.000

Finance

Condition

Saving Trend

(wishlist)

Investasi

Total Buzz

2.167

1.955

1.239 1.220

0

800

1.600

2.400

Finance

Condition

Saving Trend

(wishlist)

Investasi

Daily Buzz (Average)

Daily Buzz: Saving & Financial Conditions

0

2.000

4.000

6.000

Finance Condition Saving

New Year Payday Period Payday Period

Conversation about saving peaks near New Year period, while financial condition peaks are usually high around the payday period.

Payday Period

Saving Association

11.380

3.629

3.190

Tanah

Saham

Emas

Top Investment (what people invest in)

25.289

21.443

16.995

16.899

16.819

16.798

11.695

11.160

10.543

7.617

Duit

Beli

Keluarga

Good

Harap

Future

Rajin

Ingat

Bank

Baik

Top Associated (what people associate with Saving)

16.995

16.798

6.070

3.805

2.193

Keluarga

Future

IPhone 6

Rumah

Haji

Top Driver (what makes people save)

People appeared to save for reasons such as family and the future as well as big purchases. However, people also save for items such as the latest gadget (iPhone 6).

Spending Association

51.213

37.245

28.593

28.556

25.873

13.326

12.614

10.841

10.508

7.900

7.794

6.635

4.653

3.571

3.534

Gajian

Pinjam

Bokek

Ngutang

Hutang

Abis

Sendiri

Beli

Bayar

Temen

Malu

Salah

Gaji

Pacar

Kerja

Top Association

34.936

14.366

5.910

4.532

4.294

3.724

3.042

2.598

2.444

2.405

2.377

1.986

1.623

1.539

1.512

Pinjam Duit

Tanggal Tua

Tanggal Muda

Duit Abis

Ga Ada Duit

Belum Gajian

Minjem Duit

Abis Gajian

Belom Gajian

Abis Duit

Pinjem Uang

Baru Gajian

Minjem Uang

Suka Ngutang

Gajian Lama

Top Terms

Most popular topics, as expected, regarding financial conditions are payday and borrowing money.

Top Wish List Look at Top Wish List, owning a house seems to be people’s main wish list. However, there are also more tertiery need things such as smartphones, tickets (for travelling, concerts, movies), book and novel as the top items in people’s wish list.

15.082

9.295

3.328

2.780

2.365

1.619

1.561

1.103

1.054

1.011

Rumah

Bisnis

Kaya

Uang

Belanja

Tiket

HP

Buku

Mobil

Novel

Top Mentioned Items

Overview Conversation of Online Banking & E-Commerce

Data Twitter: 1 Dec 2015 – 4 Mar 2016

Online Banking In 3 months data tracking period, conversation regarding online banking only amounted to 22,5K of tweets (only 10% of total Financial Condition conversation), which also was heavily driven by Bank promotional activation. This indicated very small portion of organic conversation. Most conversation occurs during weekdays, in the morning to afternoon.

0

200

400

600

800

1.000

1.200

1.400

1.600

1.800

00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23

0

1.500

3.000

4.500

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Hourly Buzz Daily Buzz

Online Banking Top Active Users Top Mentioned Users

Informational Account Individual Account Seller Public Figure Companies

Media Community Institution/Brand

2.709

1.425

1.116

899

818

549

376

305

268

248

242

237

234

229

199

146

111

106

99

98

bni46

halobca

mandiricare

kontakbri

db_sinarmas

bankmandiri

promo_bri

plesetanbola

sukses_menabung

telkomsel

sindonews

bnicustomercare

rockstar_indo

bankbri_id

some_one13

mandirifiesta

indosatcare

kpp_purwakarta

uus__

amrazing

1.271

1.013

353

281

280

213

168

160

137

122

117

106

95

74

67

61

50

48

47

40

halobca

kontakbri

telkomsel

cimbniaga

bni46

kingofpayments

tglplus

commbank_id

pokerclub88

smartfrencare

danamonlebih

kartudanamon

kvisiontv

bnicustomercare

telkomcare

totojitu5

db_sinarmas

bankmandiri

jaya_poker

youthzone46

E-Commerce News Aggregator/Bot

Most active and mentioned users are bank service accounts, especially BNI and BCA.

E-Commerce In three months, conversation about E-Commerce reaches up to 255k buzz which are mostly happened on 1.00-2.00 PM. Meanwhile, based on the day, E-Commerce much discussed on Thursday and Friday, two days before the weekend.

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23

0

14.000

28.000

42.000

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Hourly Buzz Daily Buzz

E-Commerce Top Active Users Top Mentioned Users

Informational Account Individual Account Seller Public Figure Companies

Media Community Institution/Brand E-Commerce News Aggregator/Bot

5.673

4.035

3.179

2.084

1.781

1.775

1.658

1.537

1.513

1.467

1.348

1.243

1.198

1.128

1.063

1.061

954

914

822

758

postingiklan

wamuhkin

kuantantv

salestockid

anuarkhairullah

mikaelsahaja

la_tiief

ladyrosejkt

ameerakeem

bang_latiief

_funnymalaysian

pishang_sejuk

aqafvii

sembarangankata

ulat_bulu_bulu

d_elapan

selularid

arskipper

gelas_suwunx

gendutcubi

6.614

1.604

1.377

972

935

750

749

745

716

714

692

624

558

529

526

453

448

440

435

435

wamuhkin

bibikomputer

jaringan_bisnis

katalogpromosi

cojsportshop

infojawabarat

bandungiklan

kuantantv

slankers_nusa

tokotamz

gelas_suwunx

qgaul

levelpressink

tribunjualbeli

semarang_tweet

madameflorist

sepatuonlineinc

iksanur_

mitarachmawatii

mitrakomnet

Most active and mentioned users are advertorial or seller accounts. Seller also can use accounts under their individual names (instead of shop names).

Thank You robymuhamad@gmail.com