AFIFAH, SINTIA NUR (2024) IMPLEMENTASI PENINGKATAN ASPEK BRAND VISUALIZATION MELALUI PROSES PENGOLAHAN KONTEN PADA MEDIA SOSIAL @CAILLIE.CO. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Caillie.co has been actively participating in the MSME (Micro, Small, and Medium Enterprises) market since the rise of the digital world, where social media has become a primary source of information and a means of conducting transactions, both physically and mentally. Instagram is one of the platforms Caillie.co uses to introduce its products to its target audience. However, the efforts made so far have not been effective and efficient, with much of the content being distributed randomly and inconsistently, and the frequency of posts falling below standard. This has made it difficult to recognize the brand's visual identity from their social media page. Therefore, this activity was conducted to support the development of Caillie.co's MSME by implementing improvements in Brand Visualization, emphasizing the process from production to distribution to enhance consistency in content creation and distribution. This effort was carried out using Kotler's Social Media Marketing concept, which includes stages such as social media marketing channels, content creation and curation, and managing and executing the plan. Additionally, the AIDA Model popularized by Kotler was applied, where visual content creation is based on the aspects of Attention, Interest, Desire, and Action. To achieve the objectives of this activity, a series of techniques were used, including observation, interviews, discussions, consultations, and simulations. These five techniques were complemented by the implementation of stages such as planning, management, training, mentoring, post-mentoring phase, and evaluation. Upon completion of the activity, Caillie.co was able to utilize two visualbased applications and improved their video editing skills. They also successfully carried out the content production and distribution process more effectively. This activity has been covered on the Harian Pijar website, Kompasiana, and Portal Bersama. Keywords: Content Production and Distribution, Brand Visualization, Digital Branding, Social Media. Caillie.co telah berpartisipasi dalam pasar UMKM sejak perkembangan dunia digital, di mana media sosial menjadi sumber informasi serta sarana transaksi, baik secara fisik maupun mental. Instagram adalah salah satu sarana yang digunakan oleh Caillie.co untuk memperkenalkan produknya kepada target audiens. Namun, upaya yang dilakukan sejauh ini belum efektif dan efisien, dengan banyak konten yang didistribusikan secara acak dan tidak teratur, serta konsistensi unggahan yang masih berada di bawah standar. Hal ini menyulitkan untuk mengenali ciri karakteristik visual merek dari laman media sosial mereka. Oleh karena itu, kegiatan TAPN dilakukan untuk mendukung perkembangan UMKM Caillie.co dengan mengimplementasikan peningkatan aspek visualisasi merek, yang menekankan pada proses produksi hingga distribusi guna meningkatkan konsistensi dalam pembuatan dan penyaluran konten. Usaha ini dilakukan dengan menggunakan konsep Social Media Marketing dari Kotler, yang mencakup tahapan kerja seperti social media marketing channels, content creation and curation, serta manage and execute plan. Selain itu, juga diterapkan Model AIDA yang dipopulerkan oleh Kotler, di mana pembuatan konten visual mengacu pada aspek Attention, Interest, Desire, dan Action. Untuk mencapai tujuan kegiatan ini, serangkaian teknik digunakan, termasuk observasi, wawancara, diskusi, konsultasi, dan simulasi. Kelima teknik tersebut dilengkapi dengan implementasi tahapan perencanaan, pengelolaan, pelatihan, pendampingan, masa lepas pendampingan, serta evaluasi. Setelah kegiatan selesai, Caillie.co mampu menggunakan dua aplikasi berbasis visual serta mengalami peningkatan keterampilan dalam mengedit video. Mereka pun berhasil menjalankan proses produksi dan distribusi konten dengan lebih baik. Kegiatan ini telah diliput pada platform website Harian Pijar, Kompasiana, dan Portal Bersama. Kata Kunci: Produksi dan Distribusi Konten, Brand Visualization, Branding Digital, Media Sosial.
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