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