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Presentation of my winning paper for Pinasthika Awards - Call for Paper category
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Pinasthika Awards 2009Call for Paper
Desk Research 2.0
Imam WiratmadjaStrategic Planner
What’s On Your Mind?
•Was here as AdStudent Pinasthika 2006
•Premiere of This Category
•While we’re here, things happening in/out the Social
Media
Desk Research 2.0
Web 2.0User-generated CONTENTSocial MEDIA
Accessible INSIGHT
Social Media = FGD Room (?)
What we used to know about Desk Research
Secondary data Literature a.k.a no fun
...available database
Crosstab of•Audience Demography•Media Usage•Product Usage & Preference•Attitude Statement
Search Engines
Emerging, then what?
Facebook users growth in Indonesia 624.3%
Lets put the brand/campaign/link on facebook?
The bomb, twitter, & movement
The Web 2.0 Matters
Social Media as Research Tool
TwitterTweet and Search
On July 28, 2009Twitter re-positioning itself from micro-blog to social radar
Twitter Search Page
Facebook Bored of Profile Page?
Search for keyword IRAN
..still under development..
Features for Facebook AdsOccurrence Graph
Demography Word Association
And of Course, GoogleGoogle's mission is to organize the world's information and make it universally accessible and useful
What’s Available Now?
Trends & Sentiment
Identify Opinion Leaders
5% users do 75% tweets
Time, Location, Demography
Some Digital Analogies
Projection Technique
Ethnography
Word Association
" Dapur ? " “..Kulkas.."
" Kopi ? " “..Pahit.. "
" Bandung ? “..Brownies.."
People Meter
Issues & Limitations
The Long Tail & Representation
How It Contributes to Creative Works? (So Far)
Example 1Insight: You Don’t Talk to Most of Your Friends on Friend List
82,771 people dumped their Facebook friends
Example 2Insight: You Procrastinate
CADBURY EYEBROW TVC
LAYS HOTEL 666
Example 3Insight: You Want To Join Trend
Join The Conversation Today
Two Point O Web 2.0
Interaction user-generated, user-defined Dynamic content PHP, Ajax, Java, etc
Nature of 2.0 Things add up > twitter app, facebook app People add up > hashtags
Attitude 2.0 Equality
Anyone can dig valuable insight!
Home Made Insights Makes Home Made Viral
Desk Research 2.0
Web 2.0User-generated CONTENTSocial MEDIA
Accessible INSIGHT
•Engagement•Equality•Opportunity!
Arent we doing this already?
Stalking your It’s Complicated ?
Ask questions to the crowd?
Next
Organize the information
Explore and find new usage