Mark Zuckerberg had just visited Indonesia, one of the biggest country on Facebook. If we had a chance to meet, this is one of the things I'd love to talk to him about (Facebook, Instagram, social media influencers in Indonesia, and more)

1. Hi Mark!
Thanks for visiting Indonesia
!
Too bad we didn’t get to meet
I would’ve loved to buy you coffee

2. Thanks for pulling us into
The Age of Social Internet

3. Thanks for pulling us into
The Age of Social Internet
% of people on internet
Time
Functional Internet

4. Thanks for pulling us into
The Age of Social Internet
% of people on internet
Functional Internet makes logical sense,
so we compare it against other tools.
And when we have a logical choice,
we tend to avoid adopting new things
(like the internet) even when
it’s the better alternative.
!
That’s why pre-social media,
internet adoption growth was so-so
Time
Functional Internet

5. Thanks for pulling us into
The Age of Social Internet
% of people on internet
Time
Functional Internet
Social Internet
Social Internet makes emotional sense,
so there’s no need to compare
it to other media.
!
It’s the social aspect of the internet
that accelerated adoption rate
!
Functional Internet makes logical sense,
so we compare it against other tools.
And when we have a logical choice,
we tend to avoid adopting new things
(like the internet) even when
it’s the better alternative.
!
That’s why pre-social media,
internet adoption growth was so-so

6. Thanks for pulling us into
The Age of Social Internet
% of people on internet
Time
Functional Internet
Social Internet
Social Internet makes emotional sense,
so there’s no need to compare
it to other media.
!
It’s the social aspect of the internet
that accelerated adoption rate
!
There’s always room!
for one more social tool
(especially now
with mobile)
Functional Internet makes logical sense,
so we compare it against other tools.
And when we have a logical choice,
we tend to avoid adopting new things
(like the internet) even when
it’s the better alternative.
!
That’s why pre-social media,
internet adoption growth was so-so

7. For rural Indonesians today,
Facebook is to Internet
like
Indonesia is to Bali
for most Americans in the ‘90s

8. How was your trip
to Indonesia?
Americans in the ‘90s
Indonesia?!
No, I went to Bali
Yeah, that’s
Indonesia, silly.
Really?!
Where in Bali is
Indonesia?

9. Rural Indonesians today
Do you have
Internet?
No.!
I just use Facebook and
WhatsApp
So… you do have
internet?
I guess so.!
How do I get my Facebook to
do that?

10. It’s all about Relevant Social Context

11. It’s all about Relevant Social Context
Gartner’s Hype Curve
Early Adopters gave Facebook Relevant Social Context
that pulled it out of Trough of Disillusionment all to way
to the Slope of Enlightenment

12. It’s all about Relevant Social Context
Gartner’s Hype Curve
Early Adopters gave Facebook Relevant Social Context
that pulled it out of Trough of Disillusionment all to way
to the Slope of Enlightenment
And that’s key.
Tools that sustain social existence are more valuable
than tools that sustain physical existence.
“I’d rather spend money on topping of my phone than on food.”!
~ said 80% of youth

13. But you know this already …
!
… at this stage of the game,
increasing internet adoption is about
increasing (mobile) access
!

14. But you know this already …
!
… at this stage of the game,
increasing internet adoption is about
increasing (mobile) access
!
While governments might say
“We need to educate people about
internet” …
!
… it’s the government
that needs an education

15. There’s a language barrier
!
Governments speak bureaucracy
!
The rest of us speak the human
language of love and “silahturahmi”

16. There’s a language barrier
!
Governments speak bureaucracy
!
The rest of us speak the human
language of love and “silahturahmi”

17. There’s a language barrier
!
Governments speak bureaucracy
!
the language of office and power
The rest of us speak the human
language of love and “silahturahmi”

18. There’s a language barrier
!
Governments speak bureaucracy
!
the language of office and power
though I hope your meeting with Jokowi proved otherwise
The rest of us speak the human
language of love and “silahturahmi”

19. There’s a language barrier
!
Governments speak bureaucracy
!
The rest of us speak the human
language of love and “silahturahmi”

20. There’s a language barrier
!
Governments speak bureaucracy
!
The rest of us speak the human
language of love and “silahturahmi”
you should totally look this word up :)

21. … and on the subject of
looking things up

22. … and on the subject of
looking things up

23. … and on the subject of
looking things up
Whatever happened to this
important idea?

24. Connecting online
is about
reinforcing offline connection

25. Online currency is devalued
if you can’t spend it offline

26. Online currency
if you can’t
Teens don’t creep each other on Facebook
unless there’s hope that somewhere down the line
they’re going to exchange digits and hook up offline

27. Ask your Instagram brethren.
They know all about
the value of offline

28. Ask your
They know all about
the value of offline
Worldwide InstaMeet 10
900 registered …
… in Jakarta

29. Ask your
They know all about
the value of offline
Worldwide InstaMeet 10
900 registered …
… in Jakarta
!
Many more took part in the rest of
Indonesia

30. The Instagram team
is actively engaging the
3 Types of Key Influencers

31. The Instagram team
is actively engaging the
3 Types of Key Influencers
!
… and it helps that
Instagram users need to
pay clear signalling costs

32. The Instagram team
is actively engaging the
3 Types of Key Influencers
!
… and it helps that
Instagram users need to
pay clear signalling costs
… like constantly taking picture of food … … or posing in public places …

33. The Instagram team
is actively engaging the
3 Types of Key Influencers
!
… and it helps that
Instagram users need to
pay clear signalling costs
!
… and be able to take awesome pics

34. The Instagram team
is actively engaging the
3 Types of Key Influencers
!
… and it helps that
Instagram users need to
pay clear signalling costs
!
… and be able to take awesome pics

35. signalling costs
=
value

36. The more meaning you have
the more people want access
!
The more accessible you are
the less meaningful you become

37. The more meaning you have
the more people want access
!
The more accessible you are
the less meaningful you become
I mean, you as in social media,
not you personally

38. The more meaning you have
the more people want access
!
The more accessible you are
the less meaningful you become
It’s the ol’ Groucho Marx quote:
“I don’t want to belong to any club that wants me as a member.”

39. The team and I
have been researching
social media in Indonesia,
and we’d love to share
what we’ve found

40. The team and I
have been researching
social media in Indonesia,
and we’d love to share
what we’ve found

41. The team and I
have been researching
social media in Indonesia,
and we’d love to share
what we’ve found
So …

42. So …
… up for a cup?

43. http://empathic.marketing
Ghani Kunto!
email me: ghani@empathic.marketing

44. http://empathic.marketing
Special thanks to @boylagi, @billsatya and @dj_jocky!
All pics came from their Instagram account and mine @theghani