1. sitti.co.id

2. TABLE OF CONTENTS
THE DEVELOPMENT AND GROWTH OF INTERNET AND SOCIAL MEDIA IN INDONESIA 3
WHAT IS jUARA SOCI@L MEDiA ! 5
WHO IS jUARA SOCI@L MEDiA ! 5
WHEN IS jUARA SOCI@L MEDiA ! 7
WHY jUARA SOCI@L MEDiA ! 7
WHAT DOES jUARA SOCI@L MEDiA ! MEAN to INDIVIDUAL AND CORPORATIONS 8
HOW TO MEASURE jUARA SOCI@L MEDiA ! 10
jUARA SOCI@L MEDIA ! – INDONESIA MOST FAVORABLE BRANDS IN SOCIAL MEDIA 12
jUARA SOCI@L MEDIA ! – INDONESIA MOST INFLUENTIAL PERSONALITY IN SOCIAL MEDIA 19
sitti.co.id

3. THE DEVELOPMENT AND GROWTH OF INTERNET AND SOCIAL MEDIA
IN INDONESIA
Indonesia is one of the Asia’s Top 5 Internet users, with 1,150% growth rate, from 2 million
users in 2000 to 30 million in 2009 (source: Internet World Stats)
th
Ranked 5 in
Asia
33,000,000 user
12,5% penetration
The advancement of the internet and its associated technology has provided individuals,
societies, and business in general the ease of acquiring information, exchanging ideas,
collaborating, and communicating.
Almost all imaginable information is available in the internet and it’s only a few clicks away.
Sites and applications emerge, with push and support to social interactions, and they are
opening new ways of connecting and interacting with each others.
Not only new ways of connecting and interacting with each others, a new trend of social
media is now slowly shifting away the necessity to physically meet and greet, as it can be
achieved through Facebook’s status updates, Twitter’s postings, or Foursquare’s check-ins.
sitti.co.id

4. Social media is big in Indonesia. Up to December 2009, Indonesia is one of the worldwide
top 4 Facebook users, with 1,536.7% growth in a year. Now Indonesia moved up to rank 2,
with 26 million users by the end of 2010, as this report is written.
Not only with Facebook, Indonesia has claimed its own place in Twitter land. Indonesia is
now the 1st rank in the world, with 20.8% penetration growth, and Jakarta is known as
“Twitter Capital of Asia”.
In addition to social media activity, Indonesia ranked high in the Google search activity, as
well. In 2009, Indonesia recorded 2/.7 billion searches in Google.
The growth of social media and internet in Indonesia could potentially be beneficial to
individuals, as well as corporations, to positively build their images and as a medium to
promote their brands. The question is what are the available mechanism and the
measurements?
sitti.co.id

5. WHAT IS jUARA SOCI@L MEDiA?
jUARA SOCI@L MEDiA ! is a reward intended for the social media enthusiasts (brands and
personality) who have utilized digital world as a business or personal branding tools. Their
successes are the contributors to their own respective areas and the growth of digital sphere
in Indonesia.
WHO IS jUARA SOCI@L MEDIA?
The initiator of jUARA SOCI@L MEDiA ! are Indonesian who cares about the development of
social media as the new media channel for individuals and corporations alike, not only to
positively enhance their brand and images, but also expand their target market.
The following are the short profile of who is behind the jUARA SOCI@L MEDIA ! :
SITTI
Established in 2010, SITTI is contextual online advertising platform in Bahasa
Indonesia. SITTI platform covers more than 600 million webpages and weblogs in
Bahasa Indonesia, to alleviate the advertiser in reaching their market in digital.
SITTI also bridges the site or blog owners to utilize their pages for ads space from
SITTI ad inventory.
Contextual advertising is defined as to serve the relevant ads to site visitors whose
profiles match the intention of the ad / brand owner; from age, sex, to life style.
From here, SITTI then read and match the keywords against millions of relevant
advertising within the SITTI ad inventory.
It is now the current advertising trend, based on the technology that is able to target
the audience triggered by the keywords typed in by the site visitors in the search
field or based on the content of the webpage. This is an ad model that is –by far- the
fastest growing ad model in the history of business
sitti.co.id

6. OMG CREATIVE CONSULTING
“Thinking Out of The Box - Execute Inside The Box”
That is our credo in OMG Creative Consulting.
As a firm in Creative Consulting, OMG works to create an innovative business
development or marketing concept. OMG believes very strongly that a business if
run creatively will stand a better chance to be successful. However, the creativity
will need to be relevant and meaningful.
Founded by Yoris Sebastian in April 1st, 2007, it only took a year for OMG Consulting
to achieve the Asia Pacific Entrepreneur Award 2008 for Most Promising category. It
is no wonder that many creative and innovative projects are being handled;
property project Rasuna Epicentrum, Medan FP, and FPOD (fx). Business
Development Concept for Avia Tour, Jakarta Eye Centre, Timezone, to signature
event such as Clas Music Heroes, Telkom Indigo Fellowship, Black Innovation Award,
Magenta Moviechestra, and Young Caring Professional Award, just to name some.
SWA
SWA is a business publication; almost the whole content of SWA is related to
business. Even there are some light contents such as Rubrik Sela or Jeda, they are
still related to business activities.
SWA readers are comprised of professionals, entrepreneurs or those aspiring to be,
and students. SWA’s positioning is as follows: “Analyze business issues to find the
solutions”, and SWA’s positioning statements is as follows: “Where business is
moving”
SWA always seeks to uncover new findings in business, based on an in-depth
research, analyze business issues and offer solutions for the issues. Business
practices with its own issues will still continue to exist and grow, and a business
publication that can provide in depth analysis and solutions to the issues will
continuously be required and needed.
sitti.co.id

7. WHEN IS jUARA SOCI@L MEDIA !
jUARA SOCI@L MEDIA !
Indonesia Most Favorable Brands – Indonesia Most Influential Personality in Social Media
Tuesday, 14 December 2010, 18.00 WIB
Ballroom A, Hotel Shangrilla Jakarta
WHY jUARA SOCI@L MEDIA !
"Social media is not just another media. So many dramatic changes have taken and will
continue to touch human life that contributed by digital, including social media. Google has
grown from 2 billion IDR to 230 trillion IDR within only 10 years. If Facebook is a country,
then Facebook is now the 3rd largest country in the world with its 500 million populations.
And Twitter is a home to millions of broadcasters with millions of aspirations and opinions.
Social media is a business. And business will only make sense if it possesses a clear and
meaningful measurement. SITTI is a digital initiative from, by, and for Indonesia. As a
machine, SITTI is able to understand more than 600 million webpages in Bahasa Indonesia
and capture conversation in digital sphere.
This awards is intended to reward the social media enthusiasts (brand and personality) who
have utilized digital world as a business or personal branding tools. Their successes are the
contributors to their own respective areas and the growth of digital sphere in Indonesia. “
-Rene S.Canoneo- SITTI
“I am amazed by a local machine called SITTI, that can understand more than 600 million of
webpages in Bahasa Indonesia and capture conversation in digital sphere. We are hoping
that this incredible digital phenomenon in Indonesia to be positively utilized by various
brands or personality in Indonesia.
For that reason, OMG Consulting, in cooperation with SITTI and SWA Magazine hold a
research of millions of voices of social media enthusiasts, be it favorable or unfavorable
tone. The awards is given to the brands and personality who utilizes this phenomenon well.
It is our hope that everyone can learn something from the winners, in which they will be
covered in depth by SWA Magazine. The lessons will be important, as it will turn to “new
media with old approach” if not carefully and creatively observed.
-Yoris Sebastian– OMG Consulting
sitti.co.id

8. The development and growth of social media is remarkable, and most of us know about it.
However, to the brand owner, how are their brands really talked about in digital? Is it with
positive or negative tones? Then, who are the public figures, businessmen, artists, experts,
and creative industry practitioners that have managed to successfully build their digital
presence and influence others by it? Is it true that their tweets is listened to and re-tweeted
(amplified) with real influence power?
SWA, in collaboration with SITTI and OMG, hold a research – for the first time in Indonesia –
to map the phenomenon. The result is expected to be a lesson for everyone to understand
the phenomenon holistically. Also, we expect to provide enabler to design a suitable and
effective strategy -- in the comprehensive media strategy context, in accordance to the
business strategy and personal marketing.
-Kemal Gani- SWA
WHAT DOES jUARA SOCI@L MEDiA ! MEAN to INDIVIDUAL AND
CORPORATIONS
INDIVIDUALS
In the early days, social media was only utilized by individual to build their social network, to
share stories.
Just when people start to realize the true power of the social network, they start to use it for
something bigger, to channel aspiration, promotion, and even popularity boost.
Some of those who are able to mobilize their followers are approached by brand owners to
represent their brand, becoming the brand ambassador
The following are some of them:
I see twitter as an effective means for convey message in a faster manner. I, myself, use the
social media to promote my movie and to document the shooting process of my movies.
– Hanung Bramantyo -
It’s not the number of follower that matters, it is now relatively easy to achieve.What
matters is the followers follow me because ofthey want to follow my status updates. So
when I tweet, I know that people benefits from it. That could only mean one thing: twitter
helps convey messages faster.
– Andre Darwis -
sitti.co.id

9. Having several contracts to represents various brands because of his numbers of followers,
Iwet admitted that it’s not solely the numbers of the followers that warrants the contract.
It’s the content of the tweet or the status updates, in which defines whether the person fits
the brand identity they will be representing.
- Iwet Ramadhan -
CORPORATIONS
Social media has become a new communication channel for corporations or brand owners.
The speed of social media in conveying message and connect them to their relevant
customers is unparalleled. The corporations need to take advantage of this social media
phenomenon, as the customers is now undergoing a change in their behavior; moving from
only reading or receiving one-way communication via mass media advertising to engaging an
active discussion with their fellow customers through facebook, twitter, foursquare, and
other social media.
What the corporations need to do is to listen and analyze what is being said about their
brands, and create an interaction or engagement according to what being said to develop a
relevant and positive marketing strategy
The following are some of them:
”HP makes a good use of Facebook and Twitter to reach its customers, through product
updates, online contest, quizzes, tips and tricks, events updates, after sales support, etc. The
social media is so vast, and so are the customers’ interests. This way, HP needs to look into
the non-mainstream places, but can be an alternative for online target market. We see that
social media has succeeded to provide for the mass the basic needs of thinking, feeling, and
connectedness.”
- Megawaty , Managing Director, Personal Systems Group, PT Hewlett-Packard Indonesia -
“Social Media is an important tool in branding and promotion. As a leading brand in digital
imaging, it is the next logical step for Canon to take. We have been actively organizing two
ways communication campaigns through social media.”
- Merry Harun, Division Director, Canon, PT Datascrip –
sitti.co.id

10. HOW TO MEASURE jUARA SOCI@L MEDIA !
The measurement of brand and individual brand performance in social media is conducted
based on its reach and relevancy of various brand categories within the whole digital
conversation universe in Bahasa Indonesia in social media. It is required to emphasize that the
measurement is not using sampling method or any other generally used survey method from the
whole conversation universe. The SITTI engine is able to record almost every digital conversation
in Bahasa Indonesia.
The measurement steps are as follow:
1. Define category, where a category is defined as a typical brands from a specific industry
2. Define attribute, attributes are associated to a category, based on 12 TB track records
of digital articles and conversations in Bahasa Indonesia:
Attribute is the associated aspects to a brand, which will then form a perception, create
identity and relevancy to a brand in social media.
3. From attributes, define a separation between ‘favourable’ and ‘unfavourable’:
Favourability is defined based on majority of conversation context, separated
between the negative sentiments (classified as ‘Unfavourable’) and the neutral /
positive (classified as ‘Favourable’)
4. Finding association between brand and favorable
5. Calculate volume / frequency of connectedness of brand and favorable attributes
6. Calculate and map Social Network Analysis between brand and favorable attributes
The example of Social Network Analysis calculation was used in defining the Google
Page Rank in Google Search
7. Combine both calculations into a SITTI Score. SITTI Score indeks describes how frequent
a brand is talked about and how relevant with the associated attributes within the
category
8. Brand then is ranked according to SITTI Score.
Sample :
Category : Instant Noodle
Attribute : enak, murah, cepat, praktis, hangat, kenyang, racun,
pengawet
‘Favourable’ : enak, murah, cepat, praktis, hangat, kenyang
‘Unfavourable’ : racun, pengawet
Brand : Mie ABC, Indomie, Mie Sedap, Sarimi, Supermi
sitti.co.id

11. Social Network Analysis
sitti.co.id

12. jUARA SOCI@L MEDIA ! AWARDS
Indonesia Most Favorable Brands in Social Media
Isotonic Drinks
No Brands Category Attributes
1 Vitazone
2 Pocari Sweat
ion, minum, enak
3 X-ion
(sample of total 14 Category Attributes)
4 Fatigon Hydro
5 Mizone
Toothpaste
No Brands Category Attributes
1 Pepsodent
2 Enzim
gigi, indonesia, FKG
3 Ciptadent (sample of total 18 Category Attributes)
4 Oral B
5 Close Up
Coffee (ground)
No Brands Category Attributes
1 Torabika
2 Kopi Luwak
kopi, minum, enak
3 Kopi Kapal Api (sample of total 19 Category Attributes)
4 Kopi ABC
5 Kopi Sidikalang
Refrigerator
No Brands Category Attributes
1 LG
2 Panasonic
kulkas, iklan, pintu
3 Sharp (sample of total 13 Category Attributes)
4 Samsung
5 Sanyo
sitti.co.id

13. Shampoo
No Brands Category Attributes
1 Sunsilk
2 Pantene
keramas, rambut, iklan
3 Rejoice (sample of total 15 Category Attributes)
4 Lifebuoy
5 Clear
Automotive Lubricant
No Brands Category Attributes
1 Castrol
2 Top 1
mekanik, power, oli
3 Enduro (sample of total 22 Category Attributes)
4 Fastron
5 Shell Helix
Car
No Brands Category Attributes
1 Toyota Avanza
2 Toyota Kijang mobil, indonesia, polisi
3 Daihatsu Xenia (sample of total 11 Category Attributes)
4 Suzuki Apv
Shoes
No Brands Category Attributes
1 Converse
2 Nike
Sepatu, sekolah, hitam
3 Adidas (sample of total 22 Category Attributes)
4 Bata
5 Reebok
Energy drink
No Brands Category Attributes
1 Kuku Bima Ener-G
2 Extra Jos
minum, iklan, minuman
3
Hemaviton Energy Drink (sample of total 13 Category Attributes
4 M150
5 Kratingdaeng
sitti.co.id

14. Peanuts
No Brands Category Attributes
1 Garuda
2 Kayaking
atom, telor, mahal
3 Iyes (sample of total 16 Category Attributes)
4 Mayasi
5 Dua Kelinci
Bath Soap
No Brands Category Attributes
1 Lux
2 Citra
sabun, mandi, wangi
3 Biore (sample of total 12 Category Attributes)
4 Lifebuoy
5 Dettol
Headache Medicine
No Brands Category Attributes
1 Panadol
2 Bodrex
sakit, pusing, obat
3 Paramex (sample of total 21 Category Attributes)
4 Decolgen
5 Biogesic
Leasing
No Brands Category Attributes
1 FIF
2 BAF
3 WOM perusahaan, finance, pembiayaan
(sample of total 15 Category Attributes)
4
Astra Credit Companies
5 Oto Multiartha
Deodorant
No Brands Category Attributes
1 Rexona
2 Axe
deodorant, deodoran, wanita
3 She (sample of total 21 Category Attributes)
4 Pixy
5 Casablanca
sitti.co.id

15. Television set
No Brands Category Attributes
1 Samsung
2 Panasonic
tv, 3D, iklan
3 Sony (sample of total 17 Category Attributes)
4 Toshiba
5 LG
Motorbike
No Brands Category Attributes
1 Honda
2 Yamaha otomotif, pebalap, desain
3 Suzuki (sample of total 37 Category Attributes)
4 Kawasaki
Lipstick
No Brands Category Attributes
1 Maybelline
2 Oriflame
merah, lipstick, pink
3 Revlon (sample of total 23 Category Attributes)
4 Pixy
5 Viva
Camera
No Brands Category Attributes
1 Canon
2 Panasonic
kamera, digital, jual
3 Nikon (sample of total 14 Category Attributes)
4 Olympus
5 Pentax
Simcard GSM
No Brand Category Attributes
1 Im3
2 Kartu Halo kartu, prabayar, sms
3 Simpati (sample of 20 Category Attributes)
4 XL prabayar
sitti.co.id

16. Simcard CDMA
No Brand Category Attributes
kartu, prabayar, sms
1 Esia
(sample of 20 Category Attributes)
Cigarettes
No Brand Category Attributes
1 Marlboro Light rokok, iklan, manis
2 Marlboro Red (sample of total 23 Category Attributes)
Cigarettes (Mild Kretek)
No Brand Category Attributes
1 Sampoerna A Mild
2 Xmild
rokok, iklan, manis
3 Clas Mild (sample of total 23 Category Attributes)
4 Star Mild
5 U Mild
Cigarettes (Kretek)
No Brand Category Attributes
1 Sampoerna Hijau
2 Dji Sam Soe rokok, iklan, manis
3 Djarum 76 ( sample of total 23 Category Attributes)
4 Djarum Coklat
Cough Medicine
No Brands Category Attributes
1 Decolgen
2 Neozep
minum, obat, flu
3 Mixagrip ( sample of total 16 Category Attributes)
4 Ultraflu
5 Bodrex
sitti.co.id

17. Laptop PC
No Brands Category Attributes
1 Hp
2 Acer
notebook, laptop, terbaru
3 Toshiba (sample of total 10 Category Attributes)
4 Axioo
5 Sony
Biscuits
No Brands Category Attributes
1 Oreo
2 Biskuat
biskuit, enak, makanan
3 Khong Guan (sample of total 19 Category Attributes)
4 Biskuit Roma
5 Biskuit Better
Tea
No Brands Category Attributes
1 Frestea
2 Fruit Tea
teh, dingin, lemon
3 Mountea (sample of total 23 Category Attributes)
4 Ultra Teh Kotak
5 Tekita
Instant Noodle
No Brands Category Attributes
1 Indomie
2 Mie Abc
mie, makan, pedas
3 Mie Sedap (sample of total 39 Category Attributes)
4 Sarimi
5 Supermi
Bank
No Brands Category Attributes
1 BCA
2 BRI bank, indonesia, syariah
3 Bank Mandiri ( sample of total 17 Category Attributes)
4 BNI
sitti.co.id

18. Insurance
No Brands Category Attributes
1 Prudential
2 Allianz
3 Manulife Indonesia asuransi, Indonesia, jiwa
(sample of total 19 Category Attributes)
4
Astra Buana (Garda Oto)
5 Jiwasraya
Airlines - Low Cost Carrier
No Brand Category Attributes
1 Air Asia
2 Mandala penumpang, pesawat, naik
3 Lion Air (sample of total 20 Category Attributes)
4 Merpati
Airlines - Full Service Carrier
No Brand Category Attributes
penumpang, pesawat, naik
1 Garuda Indonesia
(sample of total 20 Category Attributes)
Smartphone
No Brands Category Attributes
1 Nokia
2 iPhone
handphone, ponsel, android
3 Blackberry ( sample of total 22 Category Attributes)
4 Nexian
5 Sony Ericsson
sitti.co.id

19. Indonesia Most Influential Personality in Social Media
Movie
No Name Twitter account
1 Setiawan Hanung Bramantyo Hanungbramantyo
2 Lukman Sardi lukmansardi
3 Joko Anwar jokoanwar
4 Upi upirocks
5 Arifin Putra arifinputra
Food
No Name Twitter account
1 Bondan Winarno PakBondan
2 Bara Pattiradjawane BaraTheCook
3 Sarah Meirizka Hardiany Sechan sarseh
4 Jayus Banget JayusBanget
5 Haykal Kamil haykalkamil
Music
No Name Twitter account
1 Indra Lesmana indralesmana
2 Elseos Jeberani E BarryLikumahuwa
3 Andy Rif AndyRIF
4 Project Pop projectpop
5 Adib Hidayat AdibHidayat
Sports
No Name Twitter account
1 Bambang Pamungkas bepe20
2 Pramono Anung pramonoanung
3 Hilbram Dunar HilbramDunar
4 Terry Puteri terryputeri
5 Poltak Hotradero hotradero
sitti.co.id

20. Travel
No Name Twitter account
1 Bondan Winarno PakBondan
2 Nicholas Saputra nicsap
3 Glenn Fredly GlennFredly
4 Dede Yusuf dedeyusuf_1
5 Moza Pramita MozaPramita
Fashion
No Name Twitter account
1 Iwet Ramadhan iwetramadhan
2 Ayu Utami ayutami
3 Dian Ayu Lestari DianAyuLestari
4 Sitta Karina sittakarina
5 Moza Pramita MozaPramita
Gadget
No Name Twitter account
1 Andrew Kaskus adarwis
2 Derry Dionne derrydion
3 Hasyim Rizky Isfandiari hasyimAMAN
4 Deddy Corbuzier corbuzier
5 Bisri Mustova masova
Full Report on Volume / Frequency, Relevance, Attributes and Sitti Score, For Your Brand or Other
Brands can be obtained by contacting:
PT SITTI TEKNOLOGI INDONESIA
GRHA TIRTADI
Jl. Senopati No. 71 – 73, Kebayoran Baru
Jakarta Selatan – 12190
Indonesia
Telp. 021 – 5204188
E-mail : info@sitti.co.id / riana@sitti.co.id /
indira@sitti.co.id / rizki@sitti.co.id
sitti.co.id

21. sitti.co.id