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#AwalBaru: Twitter sets up shop in Indonesia

Twitter has opened an Indonesian office, making the announcement through a Tweet from its new handle @TwitterID account. Indonesia kicks off the company’s expansion plans in 2015 by becoming the sixth market in Asia Pacific for Twitter to open a local office. As Indonesia is one of the top markets for Twitter worldwide, the office in Jakarta will encompass a wide range of activities, from helping with media partnerships to promotion, marketing and market research. The office will be led by Rick Mulia, Business Head for Twitter Indonesia, who will be moving from Singapore to Jakarta in the near future.

“We’re so excited to open our new office in Indonesia which is one of the largest and fastest-growing Internet, mobile and social media markets in the world. We’re humbled and amazed at how millions of Indonesian users, partners and advertisers have made Twitter an integral part of their national, cultural and everyday moments, from the Presidential Election to the World Cup to Ramadan and the recent flooding season. Twitter truly is the best way for Indonesians to connect to their world,” said Parminder Singh, Twitter’s Managing Director of India, Southeast Asia, Middle East and North Africa.

“2014 was a fantastic year for Twitter in Indonesia and with our strong business momentum, it’s a great time for us to open an office in one of our largest markets in the world. Indonesians are using Twitter to get the latest breaking news, to connect with politicians, celebrities, and athletes, and to follow their favourite TV shows and brands. We can’t wait to get started and work closer with all of our Indonesian users, partners and the local community to make Twitter even more useful and accessible in their daily lives as a platform for live, public conversations. We’ve got exciting plans for Indonesia this year, more to come,” added Mr Mulia.

Facts and figures about Twitter in Indonesia:
Presidential elections 2014: over 95 million elections-related Tweets (from the start of the year to voting day) debating and discussing Jokowi vs. Prabowo.
Ramadan 2014: nearly 43 million Tweets during the holy month of fasting related to Ramadan activities.
Independence Day 2014: over 1.2 million Tweets celebrating Indonesia’s 69th birthday, plus Twitter CEO’s Tweet on Independence Day.
PetaJakarta launch: crowdsourcing flood-related Tweets on a map for disaster response by local govt agency BPBD Jakarta and for keeping users safe
Telco partnerships: Twitter has partnered will all major telecom providers in Indonesia to provide free or subsidised data plans, including a first-in-APAC collaboration with Indosat for an SMS-based sign-up flow for World Cup 2014.
Top accounts: Entertainers/musicians account for 16 of the top 20 most followed Indonesian accounts. The most-followed Indonesian account belongs to entertainer Agnes Monica (@agnezmo) with 12.5 million followers as of March 4, 2015.
Indonesia’s Golden Tweet: sent by Denny JA (@DennyJA_WORLD) to encourage people to vote for Joko Widodo and Jusuf Kalla in the Presidential Election, was the #2 most globally shared Tweet in 2014 with over 1 million Retweets (second only to Ellen’s Oscar selfie Tweet in 2014).
Major Indonesian brands: XL, Telkomsel, Super Indo, Indofood are already advertising on Twitter with strong engagement rates.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.