social media campaign movement - batukarinfo dan...membuat kita emosional, galau, gagal move-on,...

Contentcreationand the success of socialmedia campaign

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Memaksimalkan fungsi konten dalam kampanye social di internet (social media)

KENAPA KREASI CONTENTPENTING DALAM ‘SOCIAL MEDIA’ CAMPAIGN

Muh Burhanudin Borut / @tero2_boshu

Content is King !

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Curation is the captain,

KENAPA KREASI CONTENTPENTING DALAM ‘SOCIAL MEDIA’ CAMPAIGN


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Content

ContentContent

Content \ kän -,tent \ (noun)

Hal-hal (tulisan, gambar, music, video) yang membuat kita emosional, galau, gagal move-on, insomnia, ngantuk, begadang, sukakebelakang, nahan kebelakang. Simply hal-hal di internet yang membuat paket data kitahabis sebelum satu bulan !

- Anonymous cited by tero2_boshu

E n i w e i , apa sih yang kita maksudkan sebagai

CONTENT


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All forms of communication hinge to content

WHYCONTENTMATTERSMengapa konten penting

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Two ways “conversation” Multiple conversations –

dialogue

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WHYCONTENTMATTERSTODAY !

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RGlobal landscape has

changed dramatically by social media,

/ M

one shall speak ; one cannot remain silent!

`

In order to speak (engaging in a dialogue), content rules

j_


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z Communication hinges to the content

Content decides the nature of future conversation

Content determines people’s attention to an issue

A simple wrap up Secara garis besar konten penting karena content (input) menentukan apakahinformasi bisa diterima. Apakah content menghasilkan + outcomedan + feedback bagicampaign !

a


`_

WHYCONTENTMATTERS

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WHYCAPTUREATTEN-TION !MATTERS

Mengapa konten selayaknya menarikperhatian!

“ Dalam komunikasi, di socmed maupun di kehidupan nyata, dalam menjual ataumengkampanyekan sesuatu, PERHATIANIALAH HAL PERTAMA DAN TERKADANG UTAMA “

Inbound campaign (one that produces good feedbacks) is based on contents that earning attention. The

whole marketing campaign activities depend on these attention to earn costumers. ( Rand Fishkin; Wizard of MOZ )

“ dalam kampanye lewat media social, PERHATIAN ialah modal untuk menggiringcalon supporter pada penjelasan yang lebih serius dan komitmen untukmendukung isu yang dikampanyekan !

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PROBLEM ISMANY CONTENTSFAILEDTO GENERATE ATTENTIONMUCH LESS CONVERSATION )

ss

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4 types ofCONTENTSTRATEGIES4 capturingATTENTION

Conversation

Vanity Convictional

(source: AdriandParker /@DaveChaffley)

U

Viral`_

jtestimonial

Voice : Mari bicarakan sesuatu (Kami)Motive : Publisitas (awareness)Example : driven conversation di

social media mengenai suatu isueatau produk

Voice : Mari bicara tentang KITAMotive : Provokasi

Example : SaveHajiLulung / BringbackOurGIrls #sAVEaru

Voice : Ayo omongin SAYA !Motive : Propaganda

Example : Press release, AdvertorialPaid Tweet (buzzer)

Voice : Kamu Gimana keadaannyalet’s talk about YOU

Motive : Personalization, victimization

Example : LIVESTRONG Blog

Ala

san

un

tuk

SHA

RE

Alasan untuk CARE

low

low High

High

4 format konten yang bisAdigunakan untuk menarikperhatian di socmed !

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4 types ofCONTENTMARKETINGMATRIX4 format konten yang bisadigunakan untuk menarikperhatian di socmed !

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(sou

rce: Ad

rian

dP

arker

/@D

aveC

ha

ffley)


BUT which content is

‘the content’

Content

ContentContent

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HOW DEVISINGCONTENTTHAT GENERATES ATTENTIONAND IGNITES CONVERSATION


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HOW DEVISINGTHE ‘CONTENT’ONE THAT GENERATES ATTENTIONAND IGNITES CONVERSATION

d Some thumb rulesto avoid brain damage

i. Content seharusnya mengundang bukanmenginterupsi

ii. Content yang baik bicara tidak berteriakiii. Content yang baik disusun berdasar nilai, tidak hanya

propagandaiv. Content yang baik harus bisa dan gampang dibagi

(shareable – mobile friendly)v. Content yang baik harus gampang ditemukanvi. Kreasi konten yang baik harus digerakan oleh tujuan

(recall the types of marketing content strategies)

+

Source: justcreative.com


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HOW DEVISINGTHE ‘CONTENT’.ONE THAT GENERATES ATTENTIONAND IGNITES CONVERSATION

dContent Creation guidance

Some small rules for the creative process

i. Brainstorming is a must (banyak diskusi, banyak ide)

ii. Keep tracking the ideas / proposals (kalo misalnyaharus balik ke ide awal)

iii. Tetap ingat target audience dan tujuan

iv. Using 1 tool as the backbone “creating too much friction and you’ll stop having good ideas “

+



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HOW DEVISINGTHE ‘CONTENT’.ONE THAT GENERATES ATTENTIONAND IGNITES CONVERSATION

dContent Creation guidance

Some small rules for the creative process

i. Brainstorming is a must (banyak diskusi, banyak ide)

ii. Keep tracking the ideas / proposals (kalo misalnya harus balik ke ide

awal)

iii. Tetap ingat target audience dan tujuan

Better awareness, improve conversation rates, boost brand mentions, improving sales, more followers, more

engagements, or more traffics.

i. Using 1 tool as the backbone “creating too much friction and you’ll stop having good ideas “

+


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KURASI‘CONTENT’UNTUK SOCIAL MEDIA CAMPAIGN

WHYCURATIONMATTERS

Menjaga kredibilitas konten (Third party rules)

Memastikan content linear dengan tujuancampaign

Memastikan content mudah untuk dibagi di platform yang sesuai

Mendorong content agar lebih menginisiasiobrolan (tersebarnya issu yang dikampanyekan)

Memastikan terjadinya partisipasi

THE NEXTSTEEP


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BAGAIMANA KURASI‘CONTENT’DILAKUKAN DALAM CAMPAIGN#SAVEARU



Social media campaign ambonbergerakGroup SAVE ARU ISLANDS

Kurasi konten, dilakukanmelalui diskusi,Brainstormingterus menerus !


BAGAIMANA KURASI‘CONTENT’DILAKUKAN DALAM CAMPAIGN#SAVEARU

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SHAREDCONTENT#SAVEARU

THE FIRSTSTEEP

Capture attention !


BAGAIMANA‘CONTENT’DISHARE DALAM CAMPAIGN#SAVEARU

menggunakanshareable ‘Content’ di platform socmeddimana target utamacampaign berada

HEAD BANNERLOGO AVATAR

THE 2ndSTEEP

CREATING MORE AWARENESS


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THE 3rdSTEEP

ENCOURAGE MORE PARTICIPATIONS/ NETIZEN’S ENGAGEMENTTHROUGHVARIOUS SOCMEDPLATFORMS


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THE 3rdSTEEP

ENCOURAGE MORE PARTICIPATIONS/ NETIZEN’S ENGAGEMENTTHROUGHVARIOUS PLATFORMS


BAGAIMANA‘CONTENT’

DIKURASI DALAM

CAMPAIGN#SAVEARU

THE 4thSTEEP

JAGA KOMITMEN DAN KEKUATAN PENDUKUNG TERHADAP ISSUE Starting the convictional strategy –


U’reNOT ALONE


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BAGAIMANA‘CONTENT’

DIKURASI DALAM

CAMPAIGN#SAVEARU

THE 5thSTEEP

Start the convictional strategy |

LANJUT KEVALUE-BASEDCONTENT

BICARA LEBIH BANYAK TENTANGMANUSIA


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BAGAIMANA‘CONTENT’DIKURASI DALAM CAMPAIGN#SAVEARU

THE 5thSTEEP

LANJUT KEVALUE-BASEDCONTENT

BICARA LEBIH BANYAK TENTANGMANUSIA

Start the convictional strategy |


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OFFLINE ‘CONTENT’FOR SOCMED CAMPAIGN. OF COURSE !



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THE 7thSTEEP

MAKE ITMORE ‘VIRAL’ANDAMPLIFY

- USING INFLUENCER

- DO COLABORATE WITH OTHER CAMPAIGNS


E:/Music library/Moluccan music/Save Aru (Tribute Song to#SaveAru Islands) MHC - Wessly - Wirol.mp4

E:/Music library/Moluccan music/Save Aru (Tribute Song to#SaveAru Islands) MHC - Wessly - Wirol.mp4

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WRAPUP

‘CONTENT’REIGNS CURATIONDELIVERS


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JoinUS

HERE WE GO‘AGAIN’#SAVE TOGUTIL

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KURASI‘CONTENT’UNTUK SOCIAL MEDIA CAMPAIGN

Some ‘CONTENT’examples inSOCIAL MEDIA


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‘CONTENT’EXERCISE WITH CAMPAIGN#SAVEAMBONBAY

3RD PARTYCONTENTRULES


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3RD PARTYCONTENTRULES



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CAPTUREATTENTION

‘REVERSE’PHYSCOLOGY

‘AMAZING ’AMBON


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‘AMAZING ’AMBON


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‘CONTENT’EXERCISE WITH CAMPAIGN#SAVEAMBONBAY‘COWOK KECE’

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social media campaign movement - batukarinfo dan...membuat kita emosional, galau, gagal move-on,...

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