FAHIRA, JESSICA ANDIKA (2022) PERENCANAAN MEDIA SOSIAL SEBAGAI KOMUNIKASI PEMASARAN WEB SERIES “INSECURE” MELALUI YOUTUBE & INSTAGRAM UNTUK MEMBANGUN BRAND AWARENESS EVERSKIN CLINIC. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of the use of social media is getting higher with the interests and goals of each user being different. In addition to being a medium of entertainment and information, social media has now also functioned as a communication medium for marketing products/services from various business fields, one of which is the field of beauty clinics. Seeing the potential of the audience who is often not spared from exposure to social media, makes Everskin Clinic compelled to want to create content softselling promotion in the form of web series content entitled “Insecure” which can be enjoyed by the audience anytime and anywhere. In this applicable activity, the concept of video advertising is related to Everskin Clinic which aims to build brand awareness. Therefore, the selection of social media based on the results of interviews with partners, namely Everskin Clinic, is to use the Everskin Clinic Instagram account as a promotional medium through feed and instastory content in order to direct the audience of Instagram users to the selected publication media, namely YouTube, which is the media for viewing the entire vide web series "Insecure" with a duration of 10-15 minutes per episode. During the management of Instagram and YouTube social media, the results of the achievements will be presented in the form of insight tools and data analytics available in the Instagram and YouTube features. Thus, the success rate of this applicative activity can be concluded as successful in building Everskin Clinic brand awareness based on the achievement of the level of views according to the planned target and the feedback from the audience regarding the published content, this is supported by the selection of appropriate and targeted promotion tools. Keywords: Social Media, Promotion, Brand Awareness Perkembangan penggunaan media sosial semakin tinggi dengan minat dan tujuan dari setiap penggunanya yang berbeda-beda. Selain menjadi media hiburan dan informasi, media sosial kini pun sudah berfungsi sebagai media komunikasi pemasaran produk/ jasa dari berbagai bidang usaha, salah satunya bidang klinik kecantikan. Melihat potensi audiens yang kerap kali tidak terhindar dari paparan media sosial, membuat Everskin Clinic terdorong ingin membuat sebuah konten promosi secara softselling berupa konten web series berjudul “Insecure” yang dapat dinikmati oleh audiens kapanpun dan dimanapun. Dalam kegiatan aplikatif ini, konsep video advertising berkaitan dengan Everskin Clinic yang bertujuan untuk membangun brand awareness. Maka dari itu, pemilihan media sosial berdasarkan hasil wawancara dengan mitra yaitu Everskin Clinic adalah memanfaatkan akun Instagram Everskin Clinic sebagai media promosi melalui konten feed dan instastory guna mengarahkan audiens pengguna Instagram untuk menuju media publikasi yang dipilih yaitu YouTube, yang mana sebagai media penayangan keseluruhan video web series “Insecure” dengan durasi 10-15 menit per episode-nya. Selama pengelolaan media sosial Intagram dan YouTube berlangsung, hasil pencapaiannya nanti akan disajikan dalam bentuk tools insight dan data analytics yang tersedia dalam fitur Instagram dan YouTube. Dengan demikian, tingkat keberhasilan kegiatan aplikatif ini dapat disimpulkan berhasil dalam membangun awareness brand Everskin Clinic berdasarkan pencapaian tingkat views sesuai target yang direncanakan dan adanya feedback dari audiens terkait konten yang telah dipublikasi, ini didukung dengan pemilihan promotion tools yang tepat guna dan tepat sasaran. Kata kunci: Media Sosial, Promosi, Brand Awareness
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