STRATEGI PERANCANGAN CONTENT DENGAN MENERAPKAN CAMPAIGN ACTIVATION SESUAI TARGET SASARAN PADA MEDIA SOSIAL @CAILLIE.CO

Fauziah, Nisa Nur (2024) STRATEGI PERANCANGAN CONTENT DENGAN MENERAPKAN CAMPAIGN ACTIVATION SESUAI TARGET SASARAN PADA MEDIA SOSIAL @CAILLIE.CO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Rapid technological advancements have had a profound impact on digital marketing. Social media plays an important role in the growth of businesses, including UMKM Caillie.co, which focuses on increasing engagement and relationships with customers. To achieve this, strategic planning and mentoring are essential. The mentoring process involves a Social Media Planner designing a digital marketing strategy to overcome challenges and maximize engagement and relationships with customers through Instagram and TikTok. This activity took place from March 2023 to July 2024, using the OSA (Opportunity-Strategy-Action) Planning concept and the RACE (Reach-Act-ConvertEngage) Framework by Dave Chaffey, as well as Brand Activation in content optimization. In addition, the Social Media Marketing process by Walter Lim was also applied in management. The results of the mentoring program on Instagram included an increase in followers from 10,300 to 10,581, 1,032 profile visits, 1,084 reach, 11,104 impressions, and the highest engagement of 9.6% with 14 likes, 187 views, and 3 comments. On TikTok, results included an increase in followers from 429 to 460, 115 profile visits, and the highest engagement in May of 69% with 6,052 total views, 280 likes, 21 comments, and 6 shares. During the mentoring, product sales increased by 90 products, with total sales of Rp5,030,000. The average shared content was 3-5 per post, and saved content was 2- 3 per post. In addition, Caillie.co customers often provide positive testimonials and reviews. Keyword: Social Media Marketing, Social Media, Instagram, Tiktok, Engagement Kemajuan teknologi yang pesat telah memberikan dampak mendalam pada pemasaran digital. Media sosial berperan penting dalam pertumbuhan bisnis, termasuk UMKM Caillie.co, yang fokus pada peningkatan engagement dan hubungan dengan pelanggan. Untuk mencapai hal ini, perencanaan strategis dan pendampingan sangat penting. Proses pendampingan melibatkan Perencana Media Sosial yang merancang strategi pemasaran digital untuk mengatasi tantangan dan memaksimalkan engagement serta hubungan dengan pelanggan melalui Instagram dan TikTok. Kegiatan ini berlangsung dari Maret 2023 hingga Juli 2024, dengan menggunakan konsep Perencanaan OSA (Opportunity-Strategy-Action) dan Kerangka RACE (Reach-Act-Convert-Engage) oleh Dave Chaffey, serta Brand Activation dalam pengoptimalan konten. Selain itu, proses Social Media Marketing oleh Walter Lim juga diterapkan dalam pengelolaan. Hasil program mentoring di Instagram termasuk peningkatan jumlah pengikut dari 10.300 menjadi 10.581, kunjungan profil sebanyak 1.032, jangkauan 1.084, tayangan 11.104, dan engagement tertinggi sebesar 9,6% dengan 14 like, 187 view, dan 3 komentar. Di TikTok, hasilnya termasuk peningkatan jumlah pengikut dari 429 menjadi 460, kunjungan profil 115, dan engagement tertinggi di bulan Mei sebesar 69% dari total view 6.052, like 280, komentar 21, dan share 6. Selama pendampingan, penjualan produk meningkat sebanyak 90 produk, dengan total penjualan sebesar Rp5.030.000. Rata-rata konten yang dibagikan adalah 3-5 per posting, dan konten yang disimpan adalah 2-3 per posting. Selain itu, pelanggan Caillie.co sering memberikan testimoni dan ulasan positif. Kata Kunci : Social Media Marketing, Social Media, Instagram, Tiktok, Engagement

Item Type:	Thesis (S1)
Call Number CD:	FK/KD. 24 029
NIM/NIDN Creators:	44520010050
Uncontrolled Keywords:	Social Media Marketing, Social Media, Instagram, Tiktok, Engagement
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User:	khalimah
Date Deposited:	30 Sep 2024 01:35
Last Modified:	30 Sep 2024 01:35
URI:	http://repository.mercubuana.ac.id/id/eprint/91926

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