Ketemu Faisal

(youthlabIndo TV) Shared Knowledge on Politics Among Indonesian Youth : Research Video

2012-02-11T20:59:00.001+07:00

How youth structured their cognitive storage on issues and general information. what's primed easily and what's is deeply stored into the sub-memory. This video is the first series of research on how knowledge is shared among the Indonesian youth. An intensive attempt by Plan Politika (www.planpolitika.com) and Youth Laboratory Indonesia (www.enterthelab.com)

I start to believe that our educational system failed in many parts to form a fully functional citizen from early age....let me hear your thoughts on this video

(Youthlab Indo) Indonesian Female Youth Trends: Millenial Transitions

2012-02-03T23:21:00.001+07:00

<div style="width:425px" id="__ss_11405050"><strong style="display:block;margin:12px 0 4px">(Youthlab Indo) Indonesian Female Youth Trends: Millenial Transitions</strong></object><div style="padding:5px 0 12px">View more presentations from youth laboratory indonesia.</div></div>

wanita di jajah pria sejak dulu?.....wrong song for the millenials, berikut gambaran perubahan wanita muda di Indonesia

more community, less media?

2012-02-02T10:53:00.001+07:00

a person put his hand up in a youth marketing seminar last week where i was one of the mainspeaker, his said 'does the youth marketing trends right now is about social media? now there are so many of them, which one should we iuse for marketing?'. My answer was quite simple, 'those who said that Indonesian youth marketing is all about new media are simply fooled by psychographics!', 'If you go out there, talk with youth, you'll find out that the trends is not about new media, but more about hobby and community'. 'The thing is, youth marketing will not be about infiltrating more media, but more about engaging as well as partnering with more youth community'.

Indonesian Youth should be look at Qualitatively

2012-01-31T19:50:00.001+07:00

Such a hearthfelt and pride to see as well as to show this performance to the world. I believe something like this is not commonly found in many parts of the world. Indonesian youth has so many potential in creativity, they also have more sensitivity to arts. Government and brands should look at this as an opportunity for partnership. Event like this are now blossoming everywhere, even in small city and regions. Instead of purchasing awareness by creating a one hit wonder event, investors should put in mind that partnering with youth means that you should appreciate and feel their passions, long term engagement will enhance youth militancy to promote the sponsors as well. Youth marketing success is not always about getting higher grade on your nielsen rating scale, but it's also in many sense a qualitative measure

Emergence of Street Art in Jakarta: youth vs visual pollution

2012-01-30T10:27:00.001+07:00

Tren Anak Muda Jakarta (Jakarta's youth trends): overpopulated by visual pollution which includes billboards, political banner, and giant lcd ads, the young people from Jakarta with concern over Jakarta's current "visual landscape", endorse a creative movement with 'strong' messages on the late situation and how the young people put their standing position over it. This current trends show how youth actually care/emphatize over the current social-political conditions and how they have their own channel to express themselves.

emerging street culture (youth trends) in Sumatera: kebangkitan budaya jalanan di Sumatera

2012-01-24T09:59:00.001+07:00

Few days ago, I was on a youth trends trails in Sumatera, i started the tracking venture in Pekan Baru, a big developping city with a huge retail market.Suprisingly, it was quite hard to find indications of street culture out there. The city was quite clean as oppose to Jakarta,no appereance of grafitti anywhere. The young people choose to stay at home afterschool. It was until 15.00 pm that they show up at a big field near An Nur Mosque. A field with multipurpose, mainly as public space for people to hangout. At the corner of the field i meet these young lads train their ass off for parcour tricks. Got a few minutes to chat with them, do a bit of in depth interview. They started this quite interesting activity accidentaly not long ago, with determination as modality, they mastered a bucket of cool tricks. Now the community just got bigger, with younger kids joined up the line. An indication of street culture emergence in Sumatra...as i believe. find a more comprehensive report of my youth trends ventrure through www.enterthelab.com (soon!)

Trends of Hobby from small city: case study Garut

2012-01-16T09:28:00.001+07:00

Indigenous youth community trends in Small City Garut

2012-01-16T04:15:00.001+07:00

Indonesian Youth Trends in Small City like Garut

Indonesian Female Teens: Hot Pants "criminals"

2012-01-13T23:53:00.001+07:00

photo taken from Antara News.

This is a police inspection in Tanggerang where they arrest young teens who happened to wear sexy/short hot pants. These days many young teens are "victims" of popular culture, especially in small cities and rural area. They adopt the trends but don't acquire the wisdom to express it. Like wearing a sexy clothes in daylight market place which attract a lot of attention and prone for sexual abuse.

social media excess: nudity

2012-01-10T09:31:00.001+07:00

excess of social media influence: each day there's 2 nude video produce and uploade to the net by the young people. crave for social acceptance and unstable sexual impulse drive some youth to use social media unwisely. Let's stop this excess by creating more public spaces and positive offline activities for indonesian youth.

Riset Jejaring sosial anggota DPR RI (part 1)

2012-01-09T17:59:00.000+07:00

(Muhammad Faisal) Mengungkap jejaring sosial DPR/bagian 1: Uncover Indonesian Legislative Social Network

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Youth Laboratory Indonesia Profile

2012-01-09T07:24:00.001+07:00

after 2 years of immersion and observation upon the youth culture, we share to you our true story...

House trends for urban young adults

2012-01-05T13:39:00.001+07:00

yesterday i have the tremendous opportunity to meet with one of the most talented young architect in Indonesia. He is mas ahmad @djuhara . Through out the long forum discussion at the ministry, we chit-chat and found common interest on how we shall design a proper public spaces for youth. He showed me his outstanding projects and works that totally blew me away. Unfortunately Indonesia is not well known globally as one of the reference for achitecture. But it's fair to say that its not because we don't have the skills, but the media are not yet supportive upon our young talented architect. I mean, just take a look at Borobudur, we build it man!...anyway. Today i try to re-arrange how of my furniture are placed at home. Thanks to mas @djuhara that gives the virus by showing this picture. One of his many design for the young adult couple. A trend of eficiency and simplicity among the urbans

Blackberry shifting to rural

2012-01-04T11:00:00.001+07:00

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-----Original Message-----
From: faisal_sii@yahoo.com
Date: Wed, 4 Jan 2012 03:38:55 To:
Reply-To: faisal_sii@yahoo.com
Subject: Blackberry shifting to rural

Found this teenlit at a local ministore. Once again a clear sign that blackberry brand positions will move over the rural market. While iphone and android will move up slowly.

(Youthlabindo TV) Indonesian youth mobile trends 2012: Perilaku pemudi mobile

2012-01-03T07:15:00.001+07:00

first thing to do when a female teen woke up is grab their blackberry, check their bbm and twitter, no more facebook as it is only used for photo album. check out this insightful video on Indonesian teen female mobile behavior

Indonesian Youth Trendsetters/influencers report 2012

2012-01-03T01:55:00.001+07:00

<div style="width:425px" id="__ss_10765902"> <strong style="display:block;margin:12px 0 4px">(Youthlab Indo) Indonesian Youth Trends Report:Youth trendsetters 2012</strong> </object> <div style="padding:5px 0 12px"> View more presentations from youth laboratory indonesia </div> </div>

Indonesian Youth Trends Kaleidoscope 2011

2011-12-31T20:43:00.001+07:00

<div style="width:425px" id="__ss_10736532"> <strong style="display:block;margin:12px 0 4px">(Youthlab indo) youth trend 2011 kaleidoscope</strong> </object> <div style="padding:5px 0 12px"> View more presentations from youth laboratory indonesia </div> </div>

temukan rangkuman kegiatan dan tren anak muda Indonesia sepanjang 2011 disini.

Blackberry's youth marketing in Indonesia

2011-12-31T12:44:00.001+07:00

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-----Original Message-----
From: faisal_sii@yahoo.com
Date: Sat, 31 Dec 2011 05:35:51 To:
Reply-To: faisal_sii@yahoo.com
Subject: Blackberry's youth marketing in Indonesia

Blackberry current attempt to keep their brand as socially hype as possible is to endorse a movie with their brand as title. With 'Luna Maya', a contraversial artist recently exposed due to a private sex video as the main cast. Blackbery hope that the young people still consider BBM as the contemporary youth culture and language. One of the challenge is to get youth to watch this movie in the first place, since youth nowadays are very selective on their big screen movie selection. This type of marketing will work in the 90's, or for the rural today, in my opinion.

youthlabindo TV: On pop-culture & moslem fashion with Ashfi Qamara

2011-12-28T05:52:00.001+07:00

an in-depth chat with Ashfi brings all the insights on how hijab & moslem fashion will be next year

Social Media: The Side Effects among Indonesian Youth

2011-12-23T10:03:00.001+07:00

<div style="width:425px" id="__ss_10670919"> <strong style="display:block;margin:12px 0 4px">(Youthlab Indo) 10 Social Media Excess Among Indonesian Youth</strong> </object> <div style="padding:5px 0 12px"> View more presentations from youth laboratory indonesia </div> </div>

K-POP trends translated Indigenously

2011-12-13T14:11:00.001+07:00

This video truly made me speechless. Once again a case study showing that Indonesian youth is so diverse, we could not generalize easily how youth would react to a particular trend. This video right here was made by the young people from small city called Tulungagung. The lyrics was delivered in Javanese, with messages stating that 'ngaji' (reading Quran) is better than 'Judi' (gambling).

Mobile 'Highlander'

2011-12-13T12:06:00.001+07:00

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-----Original Message-----
From: faisal_sii@yahoo.com
Date: Tue, 13 Dec 2011 04:55:54 To:
Reply-To: faisal_sii@yahoo.com
Subject: Mobile 'Highlander'

I cought this picture during one of my psychological class. A kind of scene that is very common around campus. Mobile handset is rarely off among the young people,they're suppose to live like a 'highlander' which means they're dead only when you crash your mobile to the floor. One must understand that it's not about the tools. They're not in love with the prouduct (blackbeery) instead they're in desperate need of belonging and be accepted by peers (what the product does for them socially).

Story telling formula

2011-12-13T08:10:00.001+07:00

Filled with recommendations from agencies, fear of competitor, and making mistakes that could end up of being fired, most marketing manager wouldn't bother creating new innovations, instead they throw their problem to icons. Icons do the work for them, by representing the brand value although it's their authentic value or not. Scrutiny among the gen Y is take it for granted. Telling the story of a celebrity Icon is good formula for marketing....maybe 10 years ago, when people don't have the tools to tell their own 'interesting' stories. So, the mindset has changed, storytelling is NOT about telling stories about a particular 'COOL' figure, but to facilitate the market, especially youth, to tell their daily 'fascinating' stories.

I wonder why blackberry did this one...

simple encounter become relevant again

2011-12-07T11:27:00.001+07:00

<p>Picnic from ibunbun on Vimeo.</p>

Brands thought that Indonesian youth activities will be filled with social media intensity in 2012, well they're wrong. As the social media is now slowly transforming into the new 'TV', the simple social encounters such as 'picnic' become relevant once again. One must not forget that 'Nongkrong' is a social culture that lies deep into the young people psyche since the 60's. 'Nongkrong' literally is to seat comfortably with friends and to chat about current issues for hours. Not showing up to 'tongkrongan' (place to Nongkrong) means that you're not 'social' or 'solid' enough to be part of the peer group. These are the things that most marketing manager often neglect, the basic foundations of influences don't happen through media exposure, but from simple and small encounter, like what this cyclechic from bandung do regulary-->'Picnic'..

Indonesian Young Female Trends 2012

2011-12-06T09:54:00.001+07:00

<div style="width:425px" id="__ss_10474478"><strong style="display:block;margin:12px 0 4px">Teaser youth female trends 2012</strong></object><div style="padding:5px 0 12px">View more presentations from youth laboratory indonesia.</div></div>

Coping with the POP culture

2011-12-04T11:10:00.001+07:00

In some way, the Indonesian youth have a strong ground of self identity. Although it is rarely found these days. Youthlabindo have the chance to meet with one of those peculiar youth, who instead of going with the current trends, create her own indigenous edgee trends. Meet Ashfi Qamara from fiminin. She's a fashion blogger as well as fashion activist who persistently struggling to create the perfect content and context for the Indonesian Fashion landscape. "We as a moslem women need to cope with those POP culture without loosing our Islamic values" she said, referring to here work at fiminin (www.fiminin.blogspot.com). Ashfi is one of the few young people in Indonesian that will make a significant change on how Indonesian Youth will define themselves in the future, rephrasing to Ashfi saying, the Indonesian youth actually does have strong self identity and love upon its own culture. I might conclude that actually what we need is a big push of confidence from within, then the local market will take the lead. Hopefully

Preview report tentang tren anak muda 2012

2011-11-07T15:26:00.001+07:00

<div style="width:425px" id="__ss_10053713"> <strong style="display:block;margin:12px 0 4px">(Youthlab Indo) Preview indonesian youthpedia 2012: Tren anak muda tahun 2012</strong> </object> <div style="padding:5px 0 12px"> View more presentations from youth laboratory indonesia </div> </div>

Indonesian Youth and Motorcycle

2011-11-06T18:08:00.001+07:00

Anak Muda dan Motor Bebek (Indonesian Youth Means of transportation): In urban cities, the young people in most case choose motorcycle as mean of transportation. This is due to the un-anticipated growth of car ownership that overpass the streetspace in the past 5 years that turns heavy traffic as a regular 'event' for everybody, especially in Jakarta. To be a motorcycle rider in Jakarta one must not fear the police nor fear the bump and wholes that comes along. This Song by Sir Dandy,a talented young Indie writer and singer, describe accurately the condition of Jakarta as a 'Motor City'

The spirit to be part of Change!

2011-10-25T10:48:00.001+07:00

Indonesia Youth Aspiration: For those who believe that Indonesian Youth is lazier than past generation. Ur wrong!Big Time

Local brand with international Flair

2011-10-17T14:06:00.001+07:00

I was doing some etnochat with Bandung "gatekeeper" febby. There's an interesting trend emerging for next year, it's the tendency toward local brand with an international flair. Take for case study 'Petersaysdenim' which became a big Hit in Bandung as well as other region. It started with a simple product of jeans which is sold by means of website, afterwards the brand owner start to endorse overseas indie Band. The campaign go intensively through social media, especially twitter and youtube. As youth mostly buy brand rather than product, the 'petersaysdenim' message touch the sensitive spot of youth, which is national pride. Indonesian Youth are sensitive over this particular issue as product of the degrading reputation of Indonesia in term of politic, economy and morality worldwide.Wearing a local brand with international recognition somehow lighten that emotional wound. Salut to 'petersaysdenim' ways of youth marketing!

Students and motorcycle

2011-10-11T13:57:00.001+07:00

As I was lecturing today in depok to my social psychology class. I notice the parking lot full packed with motorcycle. It is obvious to see that jakarta's hardcore traffic push a lot of students to own a motorcycle to avoid recent absence in class. A social condition that will change many thing in a youth lifecycle.
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indonesian youth yesterday today tomorrow

2011-10-08T00:35:00.001+07:00

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From: Muhammad Faisal <faisal_sii@yahoo.com>

Date: Sat, 8 Oct 2011 01:30:44 +0800 (SGT)

To: muhammad faisal<faisal_sii@yahoo.com>

ReplyTo: Muhammad Faisal <faisal_sii@yahoo.com>

Subject: indonesian youth yesterday today tomorrow

<div style="width:425px" id="__ss_9596655"> <strong style="display:block;margin:12px 0 4px">(Youthlab indo) Indonesian youth: yesterday today tomorrow</strong> </object> <div style="padding:5px 0 12px"> View more presentations from youth laboratory indonesia </div> </div>

twitter advertising in indonesia: a youth marketing case study

2011-09-30T21:29:00.001+07:00

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From: Muhammad Faisal <faisal_sii@yahoo.com>

Date: Fri, 30 Sep 2011 22:25:27 +0800 (SGT)

To: muhammad faisal<faisal_sii@yahoo.com>

ReplyTo: Muhammad Faisal <faisal_sii@yahoo.com>

Subject: twitter advertising in indonesia: a youth marketing case study

<div style="width:425px" id="__ss_9488321"> <strong style="display:block;margin:12px 0 4px">(youthlab indo) Twitter advertising in Indonesia: Youth Marketing Case study</strong> </object> <div style="padding:5px 0 12px"> View more presentations from youth laboratory indonesia </div> </div>

Slippers as status symbol

2011-09-29T15:45:00.001+07:00

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-----Original Message-----
From: faisal_sii@yahoo.com
Date: Thu, 29 Sep 2011 08:41:18 To:
Reply-To: faisal_sii@yahoo.com
Subject: Slippers as status symbol

I took this picture in front of an administration room at one of the biggest University in Jakarta. It says: 'don't use slippers in class'. Sometimes foreigners have difficulties to understand why Indonesian youth love to show off their foot. Most of time it's disturbing to see so many uncover feet at public spaces.
The answer lies deeply into the heart of youth culture where 'nongkrong' is a philoshopy of togetherness. It's not because the young people don't have the ability to buy proper shoes, nor the weather. It's because slippers show more humble-togetherness of self. Using slippers is a statement that 'I'm part of the people/merakyat'. Understand this, then you'll understand 'nongkrong culture'
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Indonesian Youth Demonstration for Change

2011-09-29T10:01:00.001+07:00

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From: Muhammad Faisal <faisal_sii@yahoo.com>

Date: Thu, 29 Sep 2011 10:57:54 +0800 (SGT)

To: muhammad faisal<faisal_sii@yahoo.com>

ReplyTo: Muhammad Faisal <faisal_sii@yahoo.com>

Subject: Indonesian Youth Demonstration for Change

Indonesian Students were always considered as the forefront and the avantguard of social-political change. Since the 60's there's been many historical records that tells the significant influence of Students and their massive political demonstration. Back in the 70's political demonstration was the only method for creating instant change and awareness for the people. by the late 90's it has also contributed to the political reformation, pulling down an authoritarian leader along the way. In the millenial era political demonstration losses it's appeal among youth, this is due to the many political infiltration that resides in several youth political organization. A new trend also emerge where some urban youth prefer to create changes online or gather an intellectual discussion rather than to walk and shout barefoot in midday traffic.

Low Connectivity-High Demand

2011-09-28T10:43:00.001+07:00

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From: Muhammad Faisal <faisal_sii@yahoo.com>

Date: Wed, 28 Sep 2011 11:17:56 +0800 (SGT)

To: muhammad faisal<faisal_sii@yahoo.com>

ReplyTo: Muhammad Faisal <faisal_sii@yahoo.com>

Subject: Low Connectivity-High Demand

Read this, then you'll understand why mobile apps, especially social gaming is centralized in Jakarta

Two Indonesian Cities Worst in World for Internet Download Speeds: Survey

September 21, 2011Washington. Surabaya and Palembang rank in the bottom dozen cities in the world for Internet download speeds, according to an international survey.

Surabaya, the capital of East Java and the second largest city in Indonesia, was ranked 10th from bottom with average download speeds of 72 kilobytes per second, followed by Palembang, the venue for the upcoming Southeast Asian Games, in 12th with 73 KBps. They join cities in Algeria, Brazil, Bolivia and Venezuela as the slowest. Information about Jakarta was not available.

South Korea has the world’s top Internet download speeds followed by Romania, Bulgaria, Lithuania and Latvia, according to a study released on Tuesday.

The United States placed just 26th in the analysis of the speed of worldwide Internet connections conducted by Pando Networks. The average download speed in South Korea was 2,202 kilobytes per second, Pando said, with Romania (1,909 KBps), Bulgaria (1,611 KBps), Lithuania (1,462 KBps) and Latvia (1,377 KBps) rounding out the top five.

Japan was next at 1,364 KBps, followed by Sweden (1,234 KBps), Ukraine (1,190 KBps), Denmark (1,020 KBps) and Hong Kong (992 KBps). The average download speed in the United States was 606 KBps, slightly better than the worldwide average of 580 KBps, Pando said. Singapore’s average download speed was 335KBps.

The study was based on 27 million downloads by 20 million computers in 224 countries from January through June 2011, Pando said.

The slowest average download speed was recorded in the Democratic Republic of Congo at 13 KBps, followed by the Central African Republic at 14 KBps and the Comoros at 23 KBps.

“The disparities we found were striking,” Pando chief executive Robert Levitan said in a release.

“While, in general, developed economies outpaced the developing world in average download speeds, big names such as the US, UK, France, China and Canada were not even close to being the fastest,” Levitan said.

Britain had average download speeds of 599 KBps, France 604 KBps, China 245 KBps, and Canada 579 KBps.

“Instead, we saw high speeds in markets such as Eastern Europe where focus on infrastructural development and favorable geography promote a higher level of connectivity,” Levitan said.

AFP, JG

(Taken from Jakarta Globe Online)

What 'Pensi' means to Youth

2011-09-26T13:58:00.001+07:00

In the 80's-90's 'pensi/pentas seni' were the social currency and the place to be.To be an organizer of those events was a social pride, sort of identity buffering that makes oneself feel more significant. We rarely bump into a pensi posters these days. These is one of the mose prominent pensi in Jakarta, a historical and inherited ritual from Tarki school. I quickly take a shoot of this poster as now it's a scarcity. The youth crowd now are more scattered than before, micro community provides the same basic social needs than any pensi's in the 90's. Social media and mobile growth are also responsible for this trends. A major homework for brand to engange with the youth market.
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The Hidden Tiger of Asia: Indonesian Youth

2011-09-23T14:52:00.002+07:00

(youthlab indo) The hidden tiger of asia: Indonesian youth market

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The land of Skateboarders and Collectivity

2011-09-12T14:13:00.001+07:00

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From: faisal_sii@yahoo.com

Date: Mon, 12 Sep 2011 07:11:50 +0000

To: <post@posterous.com>

ReplyTo: faisal_sii@yahoo.com

Subject: The land of Skateboarders and Collectivity

Indonesia urban communities are growing bigger and larger by day. Skateboard is one of them, don't underestimate the hidden giant of asia. When small gathering have bigger impact than huge billboard!

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From: Muhammad Faisal <faisal_sii@yahoo.com>

Date: Mon, 12 Sep 2011 15:09:02 +0800 (SGT)

To: muhammad faisal<faisal_sii@yahoo.com>

ReplyTo: Muhammad Faisal <faisal_sii@yahoo.com>

Subject: The land of Skateboarders and Collectivity

Indonesian youth trends: Untrust operator provider

2011-08-27T11:57:00.001+07:00

It's convenient to see a lot of young lads having a new handset at the end of this ramadhan month. The main reason is that the young people receive an amount of cash as a reward for accomplishing fasting in the ramadhan month from their elders and parents. this particular year I bump into a couple of youth who just had their first iphone, it's telkomsel and xl who provide the cheapest iphone package along with its card service. But looking into the latest thread on youth online forums which are full of negativity toward their latest iphone purchase and the crowd queueing in the apple service store complaining damages on their newest handset.One could conclude easily that youths untrust over operator card is at the maximum point. Telkomsel in particular could lose a lot fan based over this case. Because I believe, youth trust at Apple and Jobs I bigger that any operator card. Telkomsel need to turns thing around before taking the huge impact later on.Better customer service for youth as tool of marketing..
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Parents tech adoption depends on youth

2011-08-19T14:33:00.001+07:00

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-----Original Message-----
From: faisal_sii@yahoo.com
Date: Fri, 19 Aug 2011 07:29:21 To:
Reply-To: faisal_sii@yahoo.com
Subject: Parents tech adoption depends on youth

While taking my wife grabbing her first iPhone, I could not hold myself to do a bit of observational research at the store. Most adult costumer are dragged to the mac store by their kids. It tells you a lot on how important the youth segment is
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Punk Marketing

2011-08-19T14:31:00.001+07:00

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-----Original Message-----
From: faisal_sii@yahoo.com
Date: Fri, 19 Aug 2011 07:21:31 To:
Reply-To: faisal_sii@yahoo.com
Subject: Punk Marketing

It seems to me that most brands are hectic with their social media campaign, looking success through followers stat and all that. While on the street things have change, most youth local brands are innovating their message media with ambient and punk marketing
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Indonesian Youth Marketing Guide

2011-08-12T11:40:00.002+07:00

(youthlab Indo) Indonesian Youth Marketing Guide: chart for the heart series

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How to do marketing to youth in the holy month of ramadhan..some tips

2011-08-04T13:47:00.002+07:00

(Youthlab indo) Indonesian youth culture in ramadhan month

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Why Indonesian Youth Dislike Soda

2011-07-11T12:28:00.001+07:00

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From: Muhammad Faisal <faisal_sii@yahoo.com>

Date: Mon, 11 Jul 2011 13:17:18 +0800 (SGT)

To: muhammad faisal<faisal_sii@yahoo.com>

ReplyTo: Muhammad Faisal <faisal_sii@yahoo.com>

Subject: Why Indonesian Youth Dislike Soda

Indonesian Youth Marketing Case Study: How to sell a teenlit

2011-07-10T22:21:00.002+07:00

(youthlab indo) The epidemic spells_of_youth_marketing

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How Converse Engage with Indonesian Youth

2011-07-04T11:04:00.002+07:00

(youthlab indo) How converse are marketing with youth

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What Coca-Cola Should Do in South East Asia

2011-07-02T21:42:00.003+07:00

(youthlab indo) Can Coca-Cola Do No-Wrong in South East Asia?

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Platform war!

2011-06-28T13:42:00.001+07:00

So It goes down to the platform war, yes the mobile industries now have realized that to get youths attention it takes more than a celebrity icon and few social media application.Nokia follow the epic steps of blackberry to regain its fame among the young indonesian. The diffusion so far indicate a promising trends, if blackberry keep its marketing with 'can't do no wrong' mindset, we could see a 'long tail trends' among youth by the end of this year.
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Why Indonesian youth adopt twitter, blackberry, and fixed gear on the first place

2011-05-25T10:52:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: faisal_sii@yahoo.com
Date: Wed, 25 May 2011 03:34:16 To:
Reply-To: faisal_sii@yahoo.com
Subject: Why Indonesian youth adopt twitter, blackberry, and fixed gear on the first place

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Wed, 25 May 2011 11:32:01 To: muhammad faisal
Subject: Why Indonesian youth adopt twitter, blackberry, and fixed gear on the first place

The Meaning of Nationalism for Indonesian Youth Post-Political Reform

2011-05-23T00:09:00.001+07:00

For the Indonesian gen-X, 1998 was a political and conscious awakening. It was the day where the young people step up to the street and shout their aspiration for change that was utopic for more than 30 years.
It was the year that shift the course of democracy in Indonesia, a dark time for many but a historical moment that shed light for all.
Since then, there was a significant change on how youth see themselves as part of a nation. The pre-reformation order put nationalism as 'package' of statement that should be memorized by the young people, repeated regulary every monday morning at school. It was also a test, mandatory for getting a job at a governmental organization.It was a political doctrine, irrelevant and boring for most youth.
A decade away, post-reform, the young people adopt a new way of expressing their nationalism. 'Indonesia' is not seen as a 'burddening task' nor 'uncontextual' word anymore. Indonesia is more like a brand and mindset that could be put into different verse without ruining its essence. Take a look at this fashion brand that put 'nationalism' as it main selling value, it initiates citizenship and coolness at the same time. A brilliant triumph! That's why this brand is so respected among Indonesian youth.
Post-reform, is the era of youth social-national identity redefinition, whereas repetitive and doctriner approach will be unfruitful. That's why brand should try to walk with them, feel their thirst for self "construction", understand their universe. Talk more about youth than about you (brand).
Youth Laboratory Indonesia
www.enterthelab.com

Social Media Categorization based on its utility

2011-05-22T14:09:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Sun, 22 May 2011 14:58:48 To: muhammad faisal
Subject: Social Media Categorization based on its utility

Youthlabindo TV:Indonesian youth social marketing interview with efek rumah kaca and zeke khaseli

2011-05-20T06:05:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Fri, 20 May 2011 07:00:16 To: muhammad faisal
Subject: Youthlabindo TV:Indonesian youth social marketing interview with efek rumah kaca and zeke khaseli

Youthlabindo TV:Indonesian youth social marketing interview with efek rumah kaca and zeke khaseli

2011-05-20T05:56:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Fri, 20 May 2011 06:38:14 To: muhammad faisal
Subject: Youthlabindo TV:Indonesian youth social marketing interview with efek rumah kaca and zeke khaseli http://www.youtube.com/watch?v=viBqypn7HBE

Indonesian Youth Movement: Retrospective story of 98 political reformation

2011-05-12T18:26:00.000+07:00

Youth Movement Nowadays : In Memory of May, 1998

View more presentations from Plan Politika

Indonesian Youth Culture & Identity

2011-05-08T18:37:00.001+07:00

This mural graffiti that I've found in Malang east Java. It says 'AREMA' an abreviation of 'arek-arek Malang', meaning the boys from Malang. Not far away, in Surabaya there's also the famous 'arek-arek Suroboyo' or the boys of Surabaya. It's not some kind of east coast west coast thing, it's a matter of culture and indentity that is passed subliminally from one generation to the other.
Indonesia is an archipelago, a mozaic of diverse ethnic and culture, no matter how strong the western culture influence our young people, it could not move their basic ethnic values and self definition. Because it's already installed subsconsciously in their mind. The meaning of Indonesia itself is a symbolized by a pledge made long time ago by young people from every tribes swearing that we're one nation, Indonesia!
I might say the we are the most inclusive nation in the world where Identity as Indonesian don't have to be conflicted with any ethnicity that we have, rather It's embraced equally. So don't expect that there will be a single approach that will works to every Indonesian youths, because they're so diverse in race, ethnic, culture and values. Understanding them through research and immersion is an essential process before a marketing or campaign for brands/organizations.
Youth Laboratory Indonesia
www.enterthelab.com

In-Group Favoritism: How blackberry organically sustain the Indonesian youth market

2011-05-06T21:33:00.001+07:00

These days youth do not listen to any narrative coming from the big world, instead they listen to the small world (fifi alvianto,youthlabindo interview 2011). The small world refer to peer group. Peer group have so much power to a young person that it could pull or push them toward different point. Common peer group don't have a particular structure, its authority is shared equally, Its network interconnect each member to another.
Peer group could convert a car rider to be a daily cyclist, a non-smoker to a smoker, a non-vegie to a vegie, as well as a nokia user to be a blackberry user. The unwritten norms enforce its member to comply.
Social pscyhology describe the strong attachment to a peergroup as in-group favoritism. Its commonly found that the member of a peer group sees their group as better morally, normatively, or financially. On the other hand, they see outside member with high level of bias.
For the handset market context, its adventageous for a smartphone such as blackberry. With the this strong bond to peer group found in young people, the blackberry user will see their bbm group with a sense of favoritism, and see outside group with bias. A strong market retention until the bond is cracked.
Youth Laboratory Indonesia
www.enterthelab.com

'Freetainment' or a whole different matter?

2011-05-06T12:18:00.001+07:00

Just want to remind all brand manager out there that 'trust' is stronger than 'awareness' for youth marketing. May the best team win! Cc:@grahambrown
Youth Laboratory Indonesia
www.enterthelab.com

Why most FGD & Survey for Indonesian Youth Failed

2011-05-06T11:30:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: faisal_sii@yahoo.com
Date: Fri, 6 May 2011 04:23:19 To:
Reply-To: faisal_sii@yahoo.com
Subject: Why most FGD & Survey for Indonesian Youth Failed

In my early years as researcher, I was fanatic and rigid abouth how to perform data inquiry. For quantitative data, face to face survey was always my first choice, for a qualitative one, FGD (focus group discussion) was best. It was until I lead a national FGD in 9 cities that I realize not to worship a single method. At that moment, my research purpose was to extract the socio-political aspiration from the youth segment. I did my homework carefully from basic elicitation, simulation, questionaire validation to behavior checklist. Surprizingly, the results was terribly poor! The answer was all normative or socially favorable. For client,there was no usable data. I was dissapointed and curious at the same time. What went wrong?
Times and experinces gives me the answer. Being a behavior researcher is not solely about reading data, it's also about being more sensitive to culture, values, and history. The hidden fact is that the Indonesia youth, within their lifecycle have never been trained how to express their true opinion and feelings in public. There's always an unwritten rules that tells them what's expected/right or not/wrong. This embedded stigma inhibit them to gives proper answer to a FGD. On the other place, in answering a survey, they become more hesitant to gives an extrem answer to a likert scale, the 'neutral' box was choosen all the time. That's why most survey on the youth segment will failed if the researcher does not emphatize with youth culture while designing their research and constructing their questionaire. Best of luck for every researcher out there!
Youth Laboratory Indonesia
www.enterthelab.com

Future History of Blackberry

2011-05-04T15:46:00.001+07:00

I ask one of my student who use a Nokie E5 among friends who use blackberry during a group discussion. Why do you choose that particular handset instead of blackberry?
She said 'I don't have many relations who is a blackberry user, so I choose this'.
Insights:It's more about crowd pressure than product feature.
Youth Laboratory Indonesia
www.enterthelab.com

Operator card price list in rural area

2011-05-03T13:15:00.001+07:00

Based on cognitive research a normal brain could only retain 8 chunck of short memory item. So how should we interpret this picture in context of marketing? At the end it's not about having a 'Top Brand' award in our locker nor winning a 'price race' to the bottom. It's about getting customers. Youth Laboratory Indonesia
www.enterthelab.com

Constumers VS Costumers: mobile operator price wars

2011-05-03T12:19:00.001+07:00

It was first XL, the third best among handset operator shortlist that started the price wars. They first recruited a manager from Indosat who was at that time second best. That lad change the internal system in XL, then repackage the way operator card was sold to the market.
Triggered by such thing, other competitor plunge down onto the price wars black hole..until now.
For the youth market, price offer might be their primary motivation for adoption. But one should not see it naively as a single determinant. Rather consider the social environment as a moderating effect!
Price wars does matters as long as the peer group says so. So actually, it's the social influences that takes the central role here. If you have the chance to dig some social psychology literature, there's several principles that you should know before you engage in a social marketing effort:
1. conformity is best created by means of modelling
2. The effect of 4 people as trigger of conformity is similar as 100 people
3. To create a chain of conformity, the behavior should be done continously.

That's a starter for you to set up your new social campaign and escape yourself from the price wars blackhole.
Youth Laboratory Indonesia
www.enterthelab.com

Social Network Partai Golongan Karya

2011-05-03T07:00:00.002+07:00

Pada sebuah kesempatan, rekan-rekan peneliti di Plan Politika melakukan Social Network Analysis terhadap jejaring sosial di dalam internal partai politik. Kala itu, partai politik yang menjadi subyek penelitian adalah Partai Golongan Karya. Data ini diambil menggunakan data PRIMER.Dimana, informasi mengenai jejaring sosial didapat secara langsung dari nama-nama yang tertera di dalam Peta Jejaring Sosial diatas.

Dapat terlihat bahwa dua nama besar:
Nurdin Halid
Rizal Mallaranggeng
tidak memiliki sentralitas yang besar di dalam internal partai. Di tempat lain, seluruh fungsionaris cenderung memilih akses langsung ke Aburizal Bakrie. Sebuah gambaran jaringan yang chaotic.

Partai Golkar membutuhkan intervensi dalam hal organisasi komunikasi internal partai.
For more info on this research project:
www.planpolitika.com

The second wave market: Insights on Indonesian rural youth marketing trends

2011-05-02T16:14:00.002+07:00

(youthlab indo) The second wave market: Insights on Indonesian rural youth marketing trends

View more presentations from youth laboratory indonesia

Indonesian youth self expression matrix

2011-05-02T11:32:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Mon, 2 May 2011 12:30:14 To: muhammad faisal
Subject: Indonesian youth self expression matrix

Indonesian youth data & insights: youth self expression in social media and in real life differs

Indonesian Youth Emotional Intelligence

2011-05-01T14:30:00.001+07:00

What scared the sh#t out of the high school students at the end of their terms, it's UAN/Ujian Akhir Nasional (the national final exam). That particular exam result determines the faith of youths academic future despite his briliant grade performances during his early years in high school.
UAN policy was launch by the government few years ago, aiming for a better quality of high school graduates. The purpose is noble, but its application is rather chaotic. Several school in remote regions having lower standard of education, unsurprizingly failed massively in UAN, creating an immense hysteria among students who perform poorly.
This year the policy has been revised. But the emotional respon among students is still there. Youths are still sensitive in responding to the final exam results.why? It's the humiliation of being perceived as failed students. It's the shock of being alienated and separated with peer group.It's the shame of repeating the process all over again.
it hurts more than anything you could imagine. It's fenomenological! You must emphatize in order to understand.
We all know that Indonesian youths during his 6 years of basic education have been drill mostly to use their, brains, logic, and cognition to solve various empirical-abstract problems. But, nobody seems to put emphasis to their emotional state. There hasn't been any model created nationally in their curicullum focusing on how to cope with stress, depression or failure.
That's why one could see them as hyperbolic when reacting to UAN. It's the emotional intelligence that needs further growth and intervention here.
Brands, organization, government and parents should participate collectively to solve this problem.
Youth Laboratory Indonesia
www.enterthelab.com

Indonesian animology: how to empower SUPERfans for your brands

2011-05-01T09:46:00.001+07:00

Youths have basic needs to be social and to shape a more solid identity. It's an opportunity for brands to facilitate that needs.
First step understand the SUPERfans world and psyche!
Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Sun, 1 May 2011 10:41:56 To: muhammad faisal
Subject: Indonesian animology

How Yamaha Could win over the Indonesian Youth Market

2011-04-29T21:40:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Fri, 29 Apr 2011 22:22:53 To: muhammad faisal
Subject: How Yamaha Could win over the Indonesian Youth Market

Youthlab mobile trends prediction on Blackberry earlier this year does ring the bell

2011-04-28T10:54:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

-----Original Message-----
From: Muhammad Faisal
Date: Thu, 28 Apr 2011 11:46:22 To: muhammad faisal
Subject: Youthlab earlier prediction on Blackberry seems to be right

Indonesian youth trends: energy drink not one of them. Find out why

2011-04-28T10:28:00.001+07:00

Youth Laboratory Indonesia
www.enterthelab.com

PERMAINAN‘KETUK TULAR’DI PARLEMEN

2011-04-26T16:44:00.001+07:00

Muhammad Faisal
Pemerhati Psikologi Politik, Plan Politika

“..Ada anggota DPR yang berperan sebagai poros komunikasi informal..” merupakan sebait informasi yang tertera pada kolom Koran Kompas (7/3/11). Kolom tersebut menceritakan intisari dari sebuah riset yang dilakukan oleh Uvolution pada Maret 2011. Yaitu, riset mengenai jejaring sosial (social network) antara anggota DPR. Pada momentum dimana para anggota dewan sedang menjadi sorotan publik dalam berbagai isu, riset ini berperan besar untuk menjelaskan proses komunikasi yang terjadi di parlemen. Secara khusus, perubahan haluan sikap antar anggota dewan berkat ‘ketuk tular’ (tipping point) informasi.
‘Ketuk tular’ sendiri merupakan istilah yang dipopulerkan oleh Malcom Gladwell, seorang mantan jurnalis New Yorker Magazine, yang berhasil menulis buku laris ‘the tipping point’. The tipping point banyak bercerita mengenai perubahan radikal pada masyarakat Amerika Serikat (AS) yang terjadi berkat kekuatan ‘word of mouth’. Diantaranya adalah mengenai bagaimana remaja di AS semakin banyak mengadopsi rokok, walaupun kesadaran mengenai efek buruk dari rokok itu sendiri kian dimengerti oleh banyak orang. Hal ini dapat terjadi karena adanya penularan kebiasaan merokok yang bermula dari segelintir individu ‘berpengaruh’ dalam jejaring sosial.

Tokoh sentral dalam jejaring

Sebagaimana temuan Gladwell, data pemetaan jejaring sosial anggota parlemen yang dikeluarkan oleh Uvolution juga mengindikasikan adanya individu-individu ‘berpengaruh’ di DPR. Di luar dugaan, individu-individu ‘berpengaruh’ tersebut bukan merupakan sosok yang memiliki jabatan struktural yang tinggi maupun populer di media massa akhir-akhir ini. Beberapa nama yang memiliki indeks sentralitas yang tinggi di tengah jejaring sosial DPR adalah Ledia Hanifa Amalah (Partai Keadilan Sejahtera), Theresia E.E Pardede (Partai Demokrat), Teguh Juwarno (Partai Amanat Nasional), dan Ferdiansyah (Partai Golongan Karya). Sentralitas yang tinggi menandakan bahwa individu tersebut tenggelam dan berada pada posisi poros dalam jejaring sosial yang ada.
Christakis dan Fowler, dua orang Ph.D dalam bidang jejaring sosial dari Harvard, menuturkan bahwa individu dengan sentralitas yang tinggi mampu menciptakan epidemi dan menularan isu laksana sebuah virus ganas. Proses yang terjadi dapat dianalogikan dengan “ombak” manusia atau ‘mexican wave’, yaitu gerakan lambaian dari penonton sepakbola yang bergerak laksana ombak dalam sebuah pertandingan sepakbola. Sebuah ’Mexican wave’ tidak perlu dikonsolidasikan terlebih dahulu kepada seluruh hadirin sebuah pertandingan sepakbola, akan tetapi hanya membutuhkan empat hingga lima orang saja sebagai pemicu.

Pengaruh minoritas

Pengaruh yang diberikan oleh lima orang ternyata sama besarnya dengan perngaruh yang diberikan oleh 100 orang. Hal tersebut terkonfirmasi melalui salah satu riset dari seorang psikolog terkemuka bernama Stanley Milgram. Dalam riset klasiknya, Milgram menempatkan seseorang sebagai stimulus di tengah trotoar yang padat manusia. Ia memberikan instruksi khusus agar orang tersebut menatap ke atas sebuah gedung yang berada di seberangnya. Dengan hanya satu orang sebagai stimulan, empat persen dari kerumunan yang lewat berhasil dipengaruhi untuk berhenti sejenak. Lantas, jumlah stimulan ditambah menjadi 15, efek yang terjadipun meningkat. Empat puluh persen dari kerumunan berhenti dan 86 persen dari kerumunan ikut menatap keatas.
Hal yang paling menarik dari riset Milgram adalah ketika ia menemukan bahwa efek yang diberikan oleh lima orang stimulan sama dengan 15 stimulan atau lebih. Riset mengenai efek minoritas dari Milgram paralel dengan data jejaring sosial yang dikeluarkan oleh Uvolution. Hasil pemetaan jejaring sosial Uvolution membuktikan bahwa baik pada tingkat DPR maupun fraksi hanya terdapat empat hingga lima orang dengan nilai sentralitas yang tinggi. Dimana pada tingkat fraksi terdapat nama-nama seperti Saan Mustofa (Partai Demokrat), Bobby Adhitya Rizaldi (Partai Golongan Karya), dan Rieke Diah Pitaloka (Partai Demokrasi Indonesia Perjuangan).
Temuan Uvolution mengenai jejaring sosial DPR menandakan bahwa diseminasi informasi maupun sentimen bagi 560 anggota parlemen memiliki pusat episentrum. Pusat episentrum itu sendiri bukan berada pada anggota dewan yang memiliki posisi formal atau struktural yang tinggi. Hal ini bermakna bahwa pola komunikasi di DPR lebih bersifat organik. Dimana struktur informal lebih berperan, kemampuan persuasi serta komunikasi interpersonal dari seorang anggota dewanpun menjadi sangat krusial. Oleh sebab itu, tidak mengherankan jika diantara nama-nama anggota dewan yang mengemuka dalam riset jejaring sosial Uvolution terdapat nama-nama selebriti yang memiliki keterampilan komunikasi yang mumpuni.

Epidemi emosi dan ide

Dengan mengemukanya fakta baru mengenai jejaring sosial di parlemen ini, baik partai demokrat maupun partai koalisi perlu mawas diri. Sebab, perubahan radikal dapat bermula dari tokoh-tokoh poros yang jumlah yang tidak lebih dari 10 orang pada tiap tingkat. Emosi dapat dengan mudah menular dari minoritas ke mayoritas, sebagaimana epidemi tawa yang terjadi di Tanzania pada 1962 (Christakis dan Fowler, 2009). Dimana ekspresi emosi sederhana, yaitu tawa, menjadi sebuah sebuah ‘histeria epidemis’ yang menular ke ribuan manusia, bermula dari tiga orang gadis di sebuah desa di Tanzania.
Belum lama ini epidemi ide juga berhasil menelurkan revolusi di Mesir. Wael Ghonim, seorang pemuda mesir berhasil memobilisasi pemuda-pemudi mesir untuk menurunkan rezim Mubarak melalui ketukan keyboard dan ide yang disebar melalui media sosial facebook. Di Indonesia, beberapa pemuda-pemudi mampu mendominasi dunia media sosial twitter dengan masuk ke kategori trending topics (topik yang sedang menjadi tren di dunia) kala final kejuaraan sepakbola piala AFF (Asean Football Federation) 2010 diselengarakan. Berbagai studi kasus tersebut menandakan bahwa penularan emosi dan ide secara masif sangat mungkin untuk dilakukan oleh tokoh-tokoh poros dalam jejaring sosial.
Tugas masyarakat saat ini adalah melakukan ‘ketuk tular’ terhadap tokoh sentral di jejaring sosial parlemen! Teori dasar mengenai jejaring sosial dari Milgram mengutarakan bahwa antara satu manusia dengan manusia lain di dunia ini hanya terpisah oleh enam derajat keterhubungan (six degree of relatedness). Dengan demikian, seharusnya jarak antara publik dengan para tokoh poros di parlemen mungkin tidak lebih dari tiga derajat keterhubungan. Apalagi, dengan kenyataan bahwa 72 persen dari anggota parlemen mengaku memiliki facebook dan 26 persen memiliki twitter (berdasarkan riset Uvolution, 2011) jarak antara publik dengan anggota dewan sesungguhnya sangat dekat. Oleh karena itu, jika publik hendak memenangkan permainan ‘ketuk tular’di parlemen, bisikan-bisikan kecil kepada tokoh poros dapat menjadi alternatif selain teriakan lantang dari jalan ke seluruh anggota dewan.

Indonesian Youth Market keyword: authenticity

2011-04-26T15:43:00.001+07:00

Trendsetters from Middle east to asia

2011-04-20T18:43:00.001+07:00

http://www.slideshare.net/YRPasiaTrendsReport/indigenous-trendsetters-from-mi...
Youth Laboratory Indonesia
www.enterthelab.com

Twitter fatigue

2011-04-19T23:45:00.001+07:00

Since the birth of social media in 2000 we've seen the ups and downs of digital marketing. From the basic blog to micro-blog such as twitter, it' come to my senses that each application, no matter how advance it is, has a lifecycle. Where for the youth segment, the lifecycle is thiner than the rest of the population.
Youth is the first segment to adopt and amplify about a certain social media, but they're also the first to leave it. They're NOT one of the most loyal fans in the world, when it come to digital applications. Mtv survey describe them as a multitasker, where an average indonesian youth is able to manage at least 5 social media at a time. It means that when a new application is adopted one of the already managed one is left rotten to death. As the case of friendster *R.I.P....
Usually the churn determinants is not as complicated as it seems. To name a few, it goes like this:
1. 'Damn my parents follow me on twitter'
2. 'My dad hands me out his old gadget, I think I rather switch to a new app'
3. 'I'm bored'
So, if you plan to focus your marketing strategy on social media, please do remind yourself constantly that understanding it's users is more important than understanding the media itself.
Youth Laboratory Indonesia
www.enterthelab.com

Hijab Revive, The Asian Way

2011-04-17T15:09:00.001+07:00

Indonesia is well knowned as the biggest muslim country in the world. One of the oldest and most contraversial history book 'Negara Kertagama' state that Indonesia was actually an islamic state, where back then the prophet called Indonesia by the name of 'nuswantara'. Imam Ali bin abi thalib was also recorded to have visited east java in the city of Kudus.
Right now, most of the Indonesian muslim are categorized as 'abangan', which means moderate muslim. For the young people in urban cities, Islam is becoming a big enigma. Bombing cases that happened quite continuesly in the name of Jihad, contribute in taking Islam apart from its young believer. The young people are afraid to labelled extremist by their social environment when seeking deeper understanding of their own religion.
Hijab, as part of Islamic obligation as well as its culture is seeing as a symbol of conservatism. That's why in most education system (although not always), the 'hijabers' (girls wearing hijab), are often excluded from the bigger social group. But it's seems, this trends started to shift a bit since the fashion bloggers started to change the way Hijab is perceived among youths. Fifi Alvianto, is one of the influencers that started this new trends. Youthlab Indonesia have the opportunity to chat with Fifi few month ago. Her fenomenal blog www.hijabscarf.blogspot.com was intended to change the way people sees the 'hijabers'. Fifi thought that a proper reference for 'how to wear hijab' was not available, that's where she and her friends step up.The results is quite briliant digitally and at the grass root level. She succeed to create a global buzz, reaching far away to england, australia, and japan. At the local level, more and more youths started to gain confidence in wearing hijab. Because hijab is not seen solely as part of Islam but also as part of modernism and youth culture.
Youth Laboratory Indonesia
www.enterthelab.com

Acculturation of Hip-Hop with a twist

2011-04-15T12:16:00.001+07:00

Historiography of Alay & Indonesian Rural Youth

2011-04-14T07:42:00.001+07:00

It comes to my attention that more and more rural youth are using second hand Blackberry.
Blackberry is at the end of the market curves then.An ultimate sign of withdrawal on CDMA from youth.
That's why the latest tempo magazine tells the bitter fact on price wars financial effect on mobile 8 and bakrie telcom. Who are the incumbent when it come to CDMA.
Indonesian rural youths are keen to status symbol such as Blackberry, but don't want to look too different from the rest of the crowd. Kind of a paradox. This peculiar fenomenon could be found also in the education system.
Sometimes when I gives lecture to those kids, they don't want to stand out as a briliant kid among they friends. They don't to answer nor ask a smart questions. Because what they need is only to be regular.
It's doesn't mean that they don't have the proper potential to succeed. But what happened is, since early education, everybody always told them to stay with the current. Be usual, get a degree,get a job, get wife, live!in javanese they they called it 'jangan neko-neko'.
Self expression became one of their many handicap. To write properly about what they're thinking is one difficult task for them. Their ideas continously are scattered when it comes to writing it. I believe that's why, the rural youth created their own code of language, which then becomes 'b4h454 4l4y'.
Youth Laboratory Indonesia
www.enterthelab.com

Social media Shadowing your fans and your budget

2011-04-12T21:26:00.001+07:00

Just finished a 16km of cycling today. Cycling does clear up my mind, but i'm a bit worried about my lungs. Those Metro mini and Kopaja are the street squid throwing black toxic smoke at my face..Darn you!!!

Anyway, i was stopping by at Universitas Paramadina, chit-chating with my Public Relations GURU, Mr Syafiq Basri and with my buddy Sule. Then came Paul, a friend of Mr Syafiq, well knowned Ph.D in sosiology from US also senior fulbright alumni. We were talking about a bunch of stuff from middle east, wikileaks, Asian market, to twitter.

I'm pretty surprized that Paul didn't have any twitter account, he said 'who would be interested in me talking about my breakfeast'. Me myself i'm not a big fans of twitter, it's rather a source of distraction most of the time. On the other side, even though it has huge penetration last year, but it's still centralized in Jakarta. So, when you see Trending Topics coming from Indonesia, most of it came from employee trapped during a monday traffic jam in Kuningan or Sudirman. What you do you expect?

Bite me! but it's true. People are adopting twitter for marketing because they're driven by FEAR. They must have it because the "other guy" is patronizing about it. Do this media create buzz and increase awareness? Yes it definitely does. But it's actually shadowing your real fans. While you're busy creating buzz with costumer on social media, they're fans out there waiting for you to engage with real encounter. Does RETWEETing make youths a better fans of your product?..*i know what you're answering deep down inside.

I read this from a marketing magazine, In 2010 more company are throwing more budget on social media marketing Pocari Sweat (+35million), Magnum (+59million), and Nokia (+36million). Extremely unbelievable. In a sense, more people are feeling comfortable watching their fans/costumer only in numbers on their computer screen at their office.Feeling pretty sure that the numbers reflects reality. It comes to this conclusion so far, social media is a big success. Yes indeed! success in not only shadowing your fans but also your budget.

All bicycle riders want to be social

2011-04-10T09:55:00.001+07:00

I've just went back from the SDS (street dirt senayan) event in Gelora Bung Karno. Trying my luck on a pump track where I had my but kick by a elementary kid. I've had better days.
Seeing 'this and that' all the way through the 'Car free day' event I contemplate on the various reasons people decide to ride a bike in Jakarta. Is it about the health, utilitarian, green, or fashion statement reason?
There's a thin red line that connect all of that. I believe it is the social factor.
Indonesian people is well knowned as a nation with a strong collectivism culture. Few decades ago, we called it 'guyub' right now the approriate slang word us 'gaul' where roughly transleted would be 'relation'.
The many reasons that I've mention above is only details or rasionalization of the social drives. Indonesian people, especially the youts segment have strong sense to belong. Bicycle is the media, or key to get one self accepted to one or many 'paguyuban', where now is commonly knowned as 'komunitas' or 'community'.
So at the end, if it is actually about the green thing, like most of the brands banner flashed at the car free day, try to answer this. How often do you see a bicycle rider, cycling solo in Jakarta?
Youth Laboratory Indonesia
www.enterthelab.com

2nd Young Ideas Salon Jakarta: 10 December 2010 in PPM Jakarta

2010-11-26T19:18:00.001+07:00

Not always coca-cola

2010-09-20T07:16:00.001+07:00

Check out this SlideShare Presentation:

Not always coca-cola

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youth preference on cellular card

2010-09-01T13:28:00.000+07:00

Youth preference on cellullar card

View more presentations from youth laboratory indonesia.

authenticity marketing webcast part 2

2010-08-22T20:57:00.000+07:00

authenticity marketing webcast part 2 from youthlab.indo on Vimeo.

Social Currency in Bogor

2010-08-22T20:52:00.000+07:00

YouthLab Graphic Novel Social Currency Part 1

CD store: Abandon Ship!!

2010-08-19T19:31:00.003+07:00

Tahun lalu, aku sempat berguyon dengan istriku tentang matinya toko-toko CD dalam beberapa waktu kedepan. Bahkan aku sempat tulis dalam sebuah artikel yang dimuat di salah satu universitas di Depok.
Hari ini aku berkunjung ke Aquarius pondok Indah. Just to make sure of the rumour. As it turn out, the gossip was true! Toko CD terbesar di area Jakarta selatan tutup buku, setelah toko yang di bandung dan surabaya mengalami hal yang sama."kita akan buka toko online mas" jawab wanita kasir Aquarius.
Well, the marketing prophecy was fulfilled. What's up next then? toko-toko CD dan kaset harus kembali ke sekolah! artinya mereka harus belajar dari '0' tentang bagaimana berjualan di dunia maya. Sebab the five 'p'(product, place, promotion, positioning, placement etc) sudah tidak berlaku. The world is flat as every marketer have said, or as chris anderson version, it became 'the long tail'.
Aku hanya berharap agar Aquarius tidak terjebak dalam diskursus internet-social media marketing, sebab pada awalnya its the 'social' factor that made Aquarius popular. Its their social currency.
As my wife said, "when im bored, i usually go to this particular Aquarius, listen to the many sample CD, it cure my boredom in some way" "its too bad the have to closed the store".

Muhammad Faisal

Indonesian youth mobile behavior

2010-08-03T09:46:00.001+07:00

Check out this SlideShare Presentation:

Indonesian youth mobile behavior

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Insightful Discussion on anti-corruption

2010-07-29T00:00:00.000+07:00

Interview with efekrumahkaca and zeke khaseli from youthlab.indo on Vimeo.

authenticity marketing webcast part 1

2010-07-20T16:28:00.002+07:00

Authenticity Marketing part 1 from youthlab.indo on Vimeo.

Random Picture

2010-07-15T14:40:00.002+07:00

Lately i'm keen to take a lot of random picture, since my father gave me a Leica D-Lux 3. This is some of the random results. Taken @ Soekarno-Hatta airport boarding room

@Tablanusu Beach Papua

2010-07-15T10:52:00.003+07:00

While giving youth marketing course @Tablanusu Beach Papua. Such a wonderful place.

Social Media:Emotional Media

2010-06-05T10:06:00.003+07:00

Gimana sich rasanya jadi salah satu gadis 'trending topics' di twitter? Bagi beberapa segmen kaum muda, hal tersebut tak kalah glamornya dengan menjadi 'Putri Indonesia', bahkan lebih! Coba saja tanyakan kepada Rana. Seorang gadis dari Jakarta yang namanya berhasil menjadi trending topics di twitter pada Januari 2010.
Rana adalah seorang gadis biasa dari Jakarta yang kini sangat paham mengenai fondasi dasar dari Social Media, yaitu emosi. Kala itu, Rana menulis sebuah posting di blognya tentang pengguna blackberry. Kurang lebih, ia mengatakan bahwa 'Pengguna Blackberry (red:BB) Alay'. Tak lama setelah itu, seseorang menaruh posting link blog Rana di twitter. Lalu datanglah gelombang amuk massa pengguna BB terhadap Rana. Ya eyaa lah...maklum kala itu BB masih cukup ekslusif.
Tak lama kemudian, Rana menjadi pusat perhatian banyak orang. Sebuah pertanyaan muncul diantara para non-pengguna BB, 'Siapa seeh si Rana? Penting ya?', dan mereka pun ikut serta dalam pusaran blackhole diskusi mengenai 'BB Alay'.
Agak mundur kebelakang, beberapa bulan sebelum kejadian Rana, Indonesia juga sempat dibuat gempar oleh fenomena gerakan social media. Yaitu ketika seseorang membuat group facebook bertajuk '1 juta facebookers dukung Bibit dan Chandra', sebagai respon terhadap penangkapan dua tokoh pimpinan KPK (komisi pemberantasan korupsi). Group facebook itu sendiri berhasil menembus threshold 1 juta. Serupa tapi tak sama dengan Rana, fondasi social media movement ini adalah emosi.
Buka sebuah rahasia bahwa social media lebih merupakan sebuah medium emosi dibandingkan informasi bagi banyak kaum muda. Facebook dan Twitter layaknya sebuah diary tempat curhat sekaligus mading sekolah. Pada kesempatan lain, social media juga laksana momentum api unggun, dimana satu anak muda dengan yang lainnya saling berdiskusi mengenai hal-hal ga penting yang mereka rasakan. Hal ini bertolang belakang dengan penggunaan social media oleh kelompok dewasa (diatas 30 tahun). Dimana, mereka lebih menggunakan social media untuk broadcast informasi, atau inquire informasi.
So, bagi para brand manager yang giat melakukan marketing melalui social media namun merasa kurang berhasil. Coba berkonsultasi saja ke Rana, aku yakin ia akan menjawab dengan "emosi".

Daya Magis Youthsourcing

2010-05-20T22:06:00.000+07:00

Maret 2010, aku terbangun oleh kedinginan bukit sukabumi pada pukul enam pagi. Pekikan toa berdengung bagaikan 'suara teriakan dalam kaleng',mengisi kekosongan villa tempat kami menginap "yo ayo langkah panjang! hari ini hari luar biasa". Puluhan bapak-bapak ibu-ibu berseragam kuning pun berkumpul di tengah lapangan hijau. Mereka berkumpul dalam rangka outbond sebuah partai politik selama dua hari.
Aku, diundang untuk mengisi salah satu sesi kelas bertajuk 'kompetensi politik'. Keraguan telah bersemayam sejak awal aku terlibat dalam projek ini. Bagaimana mungkin seorang anak muda bisa mengajarkan 'kompetensi politik' kepada para pejabat legislatif dan menteri yang sudah puluhan tahun berkecimpung di politik.Di tengah keraguan itu muncul sebuah ide brilian, yaitu dengan melakukan youthsourcing. Youthsourcing adalah sebuah pendekatan marketing dimana youth berperan aktif dalam kreasi sebuah produk.
Youthsourcing pada saat itu melibatkan lima anak muda kreatif (Gia, Mimi, Anggun, Jati, dan Niki). Mereka menggagas sebuah permainan yang tidak pernah dilakukan sebelumnya oleh para pejabat partai. Aku menyebutnya; Youthology games!. Sekitar 120 peserta yang hadir dibagi menjadi lima kelompok. Masing-masing diberikan sekotak kardus berisi: sendal, kertas berwarna, gunting, spidol, tas belanja dll. Instruksinya adalah "buatlah sebuah tagline, jingle, dan logo partai anak muda berdasarkan barang-barang yang terletak di dalam kotak itu". Setelah waktu yang ditentukan, para peserta diminta untuk perform di atas panggung, sedangkan empat orang anak muda berperan sebagai tim juri.
Gokil! di luar dugaan para pejabat partai tampil all out. Ada yang menari, melakukan rap, bahkan ada yang berperan sebagai 'anak alay'. Semua itu mereka lakukan, karena mereka betul-betul berusaha keras untuk 'get into the skin of a youth'. Peristiwa ini amat historis. Tidak pernah sebelumnya kita melihat para elit politik tertawa tergelitik dan melakukan hal-hal segila itu. Setelah outbound itu, kami mendapatkan banyak telepon, sms dan bbm, mereka meminta materi itu dilakukan juga di berbagai pelosok Indonesia.
Lesson learned, youthsourcing tidak boleh dianggap remeh. Karena proses tersebut dapat merevolusi pemikiran sebuah organisasi ke arah perubahan!

2010-05-15T08:52:00.001+07:00

Don't take youth for granted! thats true, last night we overcome asian competitor in a badminton championship. Not just that, on the same time we dominate twitter. Broadcasting nationalism virtualy. Yes! Indonesian Name blow up the roof on trending topics.
In spite of the current law and political degradation in the country. Indonesian youth keept their love to 'Tanah Air', deep into their subconscious. A priming stimulus such as football match or a badminton race trigger this psyche rage into the surface.
What happened then, they share and broadcast it to the world. It's a tremendeous pleasure to see youth praising their country and supporting national pride-sentiment in the middle of a multi-crisis.
"Im proud to be an Indonesia"

60 Days of reading

2010-04-27T10:43:00.002+07:00

Yes! seminar proposalku was a disaster. Alhasil sekarang aku harus melakukan revisi tulisan. Deadline pertengahan juni. Tekad sudah bulat, bahkan buncit! semua bacaan tentang party id akan kulahap bak emping di nasi uduk. kriuk-kriuk!! Dengan resiko yang serupa (asam urat untuk emping). Aku akan uraikan satu per satu bacaan jurnal, buku, katalog, website, bahkan selembaran jumaatan di blog ini. Satu tujuan: amal jariah bagi-bagi ilmu. Kata pak ustad lumayan tuk bekal akherat.
So, para pengunjung ketemufaisal, selamat menikmati review-review psikologi politik mengenai party id dua bulan kedepan.
Terima kasih kepada pak saiful mujani yang sudah memberikan support dan defense pada seminarku kemarin.
KAMIKAZEEEE!!!!!

Mobile Youth Unconference 2010

2010-01-24T12:36:00.000+07:00

Mobile Youth Unconference Asia 2010 in Malaysia 11-12 March.. Get the fresh insight on youth marketing in asia!!

Keynote 1 : Graham Brown (Mobile Youth UK)
Keynote 2 : Muhammad Faisal (YouthLab Indonesia)
Keynote 3 : Ian Stewart (Friendster)

Guest Speakers :
Samyak Chakrabarty (Concrea, Mumbai)
John Solomon (enovate, Shanghai)
Niki Cheong (social media, Malaysia)

If you wish to contact the Secretariat, you can get in touch personally with Zen @ +6012.944 8163 or email zcf.zen@gmail.com.

Be an Entrepreneur

2009-12-17T20:15:00.005+07:00

Mau share sedikit perasaanku menjadi seorang entrepreneur for the past 5 month. Insane!! tekanannya dahsyat. Beda banget dengan pengalamanku sebagai pegawai selama ini. Jadi pegawai ya, datang, bekerja, pulang, dapet gaji, dapet promosi syukur-syukur. Tapi menjadi entrepreneur, harus memikirkan semua dengan jangka panjang-pendek, membuat sistem, ngerti cashflow, kontrak, human ressources, marketing, dan the most important:leadership. Aku sendiri masih banyak-banyak-banyak banget belajar masalah yang terakhir ini. Kapan harus tegas, kapan demokratis, kapan menjadi teman, kapan pendekatannya hirarkis. Well thanks to my superb wife, kid, and the crew, sejauh ini aku bertahan, dengan segala jenis stress, frustasi, kecewa, sikap pesimis, dan kepusinganku mereka selalu memberi support, motivasi, dan perspektif. Walau terkadang pahit dan pedas, masukan dari Istri selalu mendorongku tuk lebih baik. Thank you Edith and Ali, love u so much.
One thing for sure, be an entrepreneur make you know about your own weakness and strenght..It's depressing most of the time...but give you insights about who you really are...i love it

mission:get a Ph.D by 2010! yihaa

2009-12-15T19:33:00.000+07:00

Masih dalam misi menyelesaikan disertasiku tahun depan, sekarang aku menghabiskan malam hari dengan menggali lagi artikel jurnal politik. Walau mata sudah sangat letih, dari pagi hari mengajar di uin ciputat, disambung dengan kelas di depok. Siang hari meeting dengan tim youtlab yang sangat memompa semangatku tuk lebih berpikir kreatif. Ternyata setelah seharian beraktivitas ria, mata sudah mulai terasa berat, kecepatan membacapun menurun. Bawaannya buka-buka youtube, myspace, google analytics..ga jelas. Sudah saatnya pulang dari perpus freedom, mampir dulu ke roti bakar langganan di tugu tani.Setelah itu menjemput istri tercinta dari kuliah malam di ppm. Masih dengan earphone di telinga, lagu fix you dari coldplay yang sinematik..i'm logging out from this place...

Monolog Debat Capres 'Amankan' SBY

2009-12-14T19:36:00.000+07:00

Djibril Muhammad

Susilo Bambang Yudhoyono
(inilah.com /Raya Abdullah)

INILAH.COM, Jakarta - Debat capres yang monoton dan formal tanpa interaksi atau saling serang antar capres dianggap mengutungkan salah satu capres.

"Kalau debat tidak interaktif, maka bukan tidak mungkin debat-debat seperti itu dimenangkan SBY," sebut Analis Psikologi Politik Charta Politika Muhammad Faisal kepada INILAH.COM di Jakarta, Jumat (18/6).

Dijelaskan dia, debat capres yang terlalu formal tersebut sangat menguntungkan SBY. Karena capres dengan nomor urut dua ini telah terbiasa dalam acara-acara yang bersifat formal tersebut.

"Jadi harus ada perubahan variasi dari debat capres tersebut," imbuh kandidat doktoral Fakultas Psikologi UI ini.

Karena itu, ia menyarankan, agar KPU dapat merubah suasana debat tersebut sehingga tidak terkesan kaku. Jika perlu merubah dengan menampilkan suasana yang santai seperti di pasar atau di sawah.

"Kalau di pasar atau di sawah sama kelompok petani yang unggul JK dan Mega. Karena yang terbiasa interaksi dengan alamiah tanpa telepronter adalah mega-JK. Sedangkan SBY selalu mengadalkan formalistik," pungkasnya. [jib]

Paranoid, Timses yang Minta "Polling" Debat Dihapus

2009-12-14T19:04:00.001+07:00

LIN
Pengamat politik Muhammad Faisal (kanan) dan Yunarto Wijaya (kiri) dari Charta Politika memberikan keterangan pers bertajuk 'Perang Isu dan Opinion Leaders dalam Pilpres 2009' di Kantor CP, Kamis (2/7).
Artikel Terkait:
Tim Mega-Pro: Hapus "Polling" SMS Saat Debat
Diduga Ada Permainan "Polling" di Setiap Debat Capres
Tim Mega-Prabowo Tak Risau "Polling" di Acara Debat
Kamis, 2 Juli 2009 | 15:19 WIB
Laporan wartawan KOMPAS.com Caroline Damanik

JAKARTA, KOMPAS.com — Alasan tim sukses pasangan calon presiden dan wakil presiden tertentu yang mendesak Komisi Pemilihan Umum (KPU) untuk menghapus polling debat di televisi dinilai tak beralasan. Alasan bahwa dampak polling akan berpengaruh besar bagi pemirsa debat cuma sebuah ketakutan belaka dan cenderung paranoid.

Pengamat psikologi politik Muhammad Faisal mengatakan, ketakutan tim sukses berlebihan karena belum ada pembuktian bahwa polling atau survei berperan besar dalam memengaruhi pilihan masyarakat. "Perannya masih sangat kecil. Belum ada pembuktian konkret besarnya pengaruh," tutur Faisal di sela keterangan pers di Kantor Charta Politika, Kamis (2/7).

Apalagi, menurut Faisal, ini hanya dimuat di media televisi yang hanya ditayangkan secara visual dan tidak diulas secara mendalam. "Timses ini kan kadang-kadang karakternya sangat paranoid. Apabila ada yang kira-kira merugikan langsung bereaksi minta dihapuskan," lanjut Faisal.

Hal senada juga disampaikan oleh pengamat politik Yunarto Wijaya. Ia mengatakan, ketakutan tersebut berlebihan karena polling di televisi tidak representatif untuk dijadikan ukuran pilihan publik. Selain itu, hak untuk membuat polling merupakan bagian dari kebebasan pers yang tidak boleh digugat.

"Ketakutan kedua timses itu sangat berlebihan. Kelihatan sekali mereka tidak cukup pede (percaya diri) dengan upaya meraup suara," tutur Yunarto.

Ia justru mendorong tim sukses pasangan yang mendapat perolehan suara kecil dalam polling tersebut membalikkan keadaan. Perolehan suara kecil bisa digunakan sebagai bahan untuk meraih simpati publik. Hal ini pernah dilakukan SBY pada tahun 2004.

"Misalnya hasil polling dan desakan satu putaran pilpres dipersepsikan sebagai bentuk arogansi SBY. Menunjukkan SBY otoriter, membahayakan demokrasi sehingga masyarakat bisa melihat ini tone-nya menjadi negatif," ujar Yunarto

High Tech, High Values

2009-11-30T12:28:00.001+07:00

Muhammad Faisal
Direktur Eksekutif Youth Laboratory Indonesia

“Siang malam ku selalu menatap layar terpaku untuk online online, online online..” merupakan sebait lantunan rap dari Saykoji yang tepat untuk melukiskan generasi muda (17-23 tahun) saat ini. Buktinya bisa dilihat melalui sebuah data riset yang dilakukan oleh Graham Brown dari Mobile Youth. Riset tersebut melukiskan bahwa kini terdapat 1 milliar kaum muda pengguna telepon genggam berfasilitas mobile internet. Oleh karena itu, tidak mengherankan jika fasilitas onlinepun kian menjulang tinggi. Bagi korporasi yang gigih mengambil resiko, revolusi online ini merupakan pintu untuk memperluas pasar. Di lain pihak, bagi korporasi konservatif hal ini menjadi sebuah ancaman.
Konsumen Online
Data riset seputar generasi muda juga dikeluarkan oleh Youth Global Survey pada tahun 2008. Hasil riset tersebut cukup menggemparkan para pemerhati pasar. Data survei mereka menggambarkan bahwa 43 persen kelompok muda membeli produk berdasarkan informasi online. Riset ini tentunya tidak dapat digeneralisir untuk konteks Indonesia. Akan tetapi, tak bisa dipungkiri, tren tersebut berpotensi menjangkiti kaum muda nusantara. Jika betul terjadi, maka sekitar 80 juta pemuda di Indonesia akan mengubah haluan pemasaran merek-merek besar. Push marketing seperti roadshow promosi akan berkurang, sedangkan pull marketing via online akan meningkat.
Simptom perubahan pasarpun makin lama makin kasat mata. Anak muda kini tidak lagi menghiasi berbagai music store. Bahkan sebuah music store ternama di Jakarta berinisiatif mengubah desain interior mereka untuk mengantisipasi simptom ini. Sayangnya, strategi marketing mereka kurang efektif. Ini karena, empati terhadap perilaku youth luput dari pola marketing yang mereka terapkan. Pada realitasnya, anak-anak muda saat ini cenderung mendowload musik secara cuma-cuma di internet. Compact discpun kian ditinggalkan, sebagai gantinya terdapat I Pod dan telepon genggam dengan fasilitas mp3 player.
Selain musik, transaksi ekonomi juga bermigrasi ke dunia online. Kaskus.com menjadi salah satu forum teramai di Indonesia dengan 3,5 juta penggunjung setiap harinya. Pengunjung dapat melakukan jual-beli peralatan DJ hingga mobil di sana. Sedangkan di tempat lain, terdapat blog bagi mereka yang ingin mengembangkan indie brand. Pada tahun 2008, pemerintahpun mengadakan pesta blogger yang dihadiri oleh ribuan blogger, beberapa diantaranya adalah artis ternama seperti Dewi Lestari. Gejala-gejala ini merupakan sebagian dari dampak online revolution.

Youth Online Marketing
Online revolution memerlukan pendekatan marketing yang berbeda terhadap youth dari pendekatan konvensional. Ini karena, media televisi kian tidak efektif untuk diseminasi informasi. Kaum muda lebih suka menyaksikan Youtube.com dibandingkan dengan TV. Kekuatan Youtube sebagai media yang mengendalikan popularitas brandpun telah terbukti melalui beberapa kasus. Radio prambors menggunakannya untuk mempopulerkan acara ‘Putus’ yang dibawa oleh Ari Daging serta Desta. Sedangkan baru-baru ini, mantan artis cilik Marshanda kehilangan basis fansnya karena sebuah video pribadi yang terupload di Youtube.
Serupa tapi tak sama, layaknya youtube situs jejaring sosial juga tengah menjadi episentrum bagi informasi brand. Penjajakan yang dilakukan oleh ihubmedia mendeklarasikan facebook.com (sebuah situs jejaring sosial) sebagai website terpopuler di Indonesia mengungguli portal google.com. Padahal, pada Oktober 2008 jumlah account facebook di Indonesia hanya 700 ribu, akan tetapi pada juni 2009 jumlahnya menjulang menjadi 5,8 juta pengguna. Dengan kata lain naik 820 persen dalam 8 bulan. Tidak mengherankan jika Barack Obama memanfaatkannya untuk menciptakan dialog dengan kaum muda pada momentum pemilihan presiden Amerika Serikat. Alhasil Obama mengalahkan rivalnya McCain dengan angka yang meyakinkan, terutama pada segmen youth.
High tech-High value
Riset etnografis yang dijalankan oleh Youth Laboratory Indonesia pada September 2009 mengungkapkan temuan baru seputar perilaku youth di Indonesia. Bagi mereka yang berusia 17-23 tahun gadget dengan high-tech seperti i-phone maupun blackberry menjadi kemestian dalam keseharian mereka. Bahkan lebih dari itu, high-tech mampu meningkatkan self-esteem untuk tampil di hadapan publik. Secara lanjut, facebook menjadi website yang kerap mereka kunjungi melalui mobile phone untuk mengekspresikan diri melalui status atau update photo.
Alasan di balik fenomena facebook cukup sederhana. Secara psikologis, youth membutuhkan dukungan sosial yang tinggi. Status serta photo di dalam facebook membantu mereka untuk menemukan refleksi diri melalui dukungan serta respon sosial secara online. Tulisan melalui wall-post, comment terhadap photo atau status menjadi sebuah support dan penilaian terhadap diri yang instan. Selain itu, bergabung dalam sebuah forum atau komunitas juga mampu memberi self-confidence dan self-acceptance . Hal ini juga diungkapkan oleh teori social identity yang menerangkan bahwa dorongan untuk berkelompok dilandasi oleh kebutuhan akan self esteem.
Di samping high tech, youth juga memiliki high value. Mereka peka terhadap perubahan sosial politik yang ada. Lihat saja isu global warming dan go green yang diprakarsai juga dipopulerkan oleh youth, bahkan hingga kini terus diperjuangkan. Youth dekat dengan berbagai movement serta campaign yang serupa, sebab mereka memiliki keyakinan diri sebagai agen perubahan. Dalam riset etnografis dari Youth Laboratory Indonesia, pemuda Indonesia mendambakan adanya kondisi damai. Youth Indonesia ingin kembali ke masa lampau, dimana konflik sosio-politik tidak kronis. Youth movement beberapa masa kedepan adalah perjuangan kaum muda untuk menciptakan dunia yang lebih damai serta toleran.

Online value
Era revolusi online sepantasnya dilihat oleh korporasi sebagai peluang untuk menggunakan high-tech dalam konteks high value. Korporasi perlu menyadari bahwa youth tak lagi membutuhkan promosi, tak lagi membutuhkan merek yang mengklaim diri hip, cool, atau groovy. Youth juga jenuh dengan berbagai promosi yang membanjiri media televisi dan cetak. Informasi produk berhujanan hingga sulit bagi youth untuk menyeleksi informasi yang relevan dan berguna bagi mereka. Selain itu, youth cukup cerdas tuk tak lagi mempercayai advertising dan lebih melihat realitas.
Sesungguhnya terdapat beberapa pendekatan untuk youth marketing. Brand trust dapat tumbuh dalam diri youth melalui high value. Promosi yang ideal bagi youth adalah “marketing with” bukan “marketing to”. Menciptakan dialog bersama youth untuk menyelesaikan konflik sosio-politik. Masuk ke dunia online, melalui facebook, twitter, myspace, dan blog bukan untuk mempromosikan barang, namun memperjuangan value. Era revolusi online adalah era co-creation dimana produk dikreasikan bersama antara produsen dengan konsumen. Brand harus lebih empatik juga ramah lingkungan. Melalui pendekatan psikologis demikian youth tak lagi menjadi pemeran pasif dalam dunia konsumerisme. Perkembangan teknologipun tak lagi menjadi ancaman, sebab high tech juga bermakna high values!