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
Muh Burhanudin Borut / @tero2_boshu
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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
Muh Burhanudin Borut / @tero2_boshu
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All forms of communication hinge to content
WHYCONTENTMATTERSMengapa konten penting
z `
Muh Burhanudin Borut / @tero2_boshu
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_
Muh Burhanudin Borut / @tero2_boshu
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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
Muh Burhanudin Borut / @tero2_boshu
`_
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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Muh Burhanudin Borut / @tero2_boshu
PROBLEM ISMANY CONTENTSFAILEDTO GENERATE ATTENTIONMUCH LESS CONVERSATION )
ss
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Muh Burhanudin Borut / @tero2_boshu
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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Muh Burhanudin Borut / @tero2_boshu
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)
Muh Burhanudin Borut / @tero2_boshu
BUT which content is
‘the content’
Content
ContentContent
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HOW DEVISINGCONTENTTHAT GENERATES ATTENTIONAND IGNITES CONVERSATION
Muh Burhanudin Borut / @tero2_boshu
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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
Muh Burhanudin Borut / @tero2_boshu
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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 “
+
Source: justcreative.com
Muh Burhanudin Borut / @tero2_boshu
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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 “
+
Source: justcreative.com
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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
Muh Burhanudin Borut / @tero2_boshu
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BAGAIMANA KURASI‘CONTENT’DILAKUKAN DALAM CAMPAIGN#SAVEARU
Muh Burhanudin Borut / @tero2_boshu
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Social media campaign ambonbergerakGroup SAVE ARU ISLANDS
Kurasi konten, dilakukanmelalui diskusi,Brainstormingterus menerus !
Muh Burhanudin Borut / @tero2_boshu
BAGAIMANA KURASI‘CONTENT’DILAKUKAN DALAM CAMPAIGN#SAVEARU
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SHAREDCONTENT#SAVEARU
THE FIRSTSTEEP
Capture attention !
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BAGAIMANA‘CONTENT’DISHARE DALAM CAMPAIGN#SAVEARU
menggunakanshareable ‘Content’ di platform socmeddimana target utamacampaign berada
HEAD BANNERLOGO AVATAR
THE 2ndSTEEP
CREATING MORE AWARENESS
Muh Burhanudin Borut / @tero2_boshu
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BAGAIMANA‘CONTENT’DISHARE DALAM CAMPAIGN#SAVEARU
THE 3rdSTEEP
ENCOURAGE MORE PARTICIPATIONS/ NETIZEN’S ENGAGEMENTTHROUGHVARIOUS SOCMEDPLATFORMS
Muh Burhanudin Borut / @tero2_boshu
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BAGAIMANA‘CONTENT’DISHARE DALAM CAMPAIGN#SAVEARU
THE 3rdSTEEP
ENCOURAGE MORE PARTICIPATIONS/ NETIZEN’S ENGAGEMENTTHROUGHVARIOUS PLATFORMS
Muh Burhanudin Borut / @tero2_boshu
BAGAIMANA‘CONTENT’
DIKURASI DALAM
CAMPAIGN#SAVEARU
THE 4thSTEEP
JAGA KOMITMEN DAN KEKUATAN PENDUKUNG TERHADAP ISSUE Starting the convictional strategy –
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U’reNOT ALONE
Muh Burhanudin Borut / @tero2_boshu
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BAGAIMANA‘CONTENT’
DIKURASI DALAM
CAMPAIGN#SAVEARU
THE 5thSTEEP
Start the convictional strategy |
LANJUT KEVALUE-BASEDCONTENT
BICARA LEBIH BANYAK TENTANGMANUSIA
Muh Burhanudin Borut / @tero2_boshu
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BAGAIMANA‘CONTENT’DIKURASI DALAM CAMPAIGN#SAVEARU
THE 5thSTEEP
LANJUT KEVALUE-BASEDCONTENT
BICARA LEBIH BANYAK TENTANGMANUSIA
Start the convictional strategy |
Muh Burhanudin Borut / @tero2_boshu
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HEKALEKABaKTITHE 6thSTEEP
OFFLINE ‘CONTENT’FOR SOCMED CAMPAIGN. OF COURSE !
BAGAIMANA‘CONTENT’DISHARE DALAM CAMPAIGN#SAVEARU
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BAGAIMANA‘CONTENT’DISHARE DALAM CAMPAIGN#SAVEARU
THE 7thSTEEP
MAKE ITMORE ‘VIRAL’ANDAMPLIFY
- USING INFLUENCER
- DO COLABORATE WITH OTHER CAMPAIGNS
Muh Burhanudin Borut / @tero2_boshu
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WRAPUP
‘CONTENT’REIGNS CURATIONDELIVERS
Muh Burhanudin Borut / @tero2_boshu
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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
Muh Burhanudin Borut / @tero2_boshu
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‘CONTENT’EXERCISE WITH CAMPAIGN#SAVEAMBONBAY
3RD PARTYCONTENTRULES
Muh Burhanudin Borut / @tero2_boshu
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3RD PARTYCONTENTRULES
‘CONTENT’EXERCISE WITH CAMPAIGN#SAVEAMBONBAY
Muh Burhanudin Borut / @tero2_boshu
‘CONTENT’EXERCISE WITH CAMPAIGN#SAVEAMBONBAY
Muh Burhanudin Borut / @tero2_boshu
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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’
Weekend pungutsampah
Muh Burhanudin Borut / @tero2_boshu