Perancangan Strategi Social Media Marketing untuk Instagram SIMT Menggunakan Metode Design Thinking

Nabilah, Rasendriya Zahra (2024) Perancangan Strategi Social Media Marketing untuk Instagram SIMT Menggunakan Metode Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Media sosial seperti Instagram telah menjadi salah satu platform pemasaran yang penting dan populer bagi banyak organisasi untuk mempromosikan produk dan layanan mereka, termasuk Instansi Pendidikan Tinggi. Media sosial digunakan untuk meningkatkan kesadaran merek dan mendapatkan calon mahasiswa yang berkualitas sebanyak-banyaknya. Namun, dalam konteks organisasi SIMT, belum ada pendekatan yang sistematis untuk merancang strategi social media marketing yang efektif. Akibatnya Instagram SIMT hanya digunakan sebagai platform distribusi informasi sehingga interaksi di Instagram SIMT sangat kecil dan media sosial belum teroptimasi dengan baik. Oleh karena itu, penelitian ini penting dilakukan untuk memberikan wawasan yang mendalam dan kerangka kerja yang dapat membantu pengelola media sosial SIMT memanfaatkan potensi Instagram. Metode penelitian yang digunakan adalah metode Design Thinking yang berpusat pada manusia dan melibatkan lima tahap utama: emphatize, define, ideation, prototype, dan testing. Pengelolaan media sosial melibatkan interaksi kepada manusia, sedangkan metode ini juga berpusat pada manusia, sehingga cocok untuk diterapkan di penelitian ini. Melalui pendekatan yang terstruktur dan inovatif, penelitian ini memberikan rekomendasi strategi yang dapat diimplementasikan pihak pengelola media sosial SIMT berupa rekomendasi konten yang dapat ditayangkan dan sesuai preferensi followers. Selain menargetkan calon mahasiswa, konten yang dihasilkan juga ditargetkan untuk mahasiswa aktif, alumni, dan perusahaan, sehingga media sosial yang dibuat akan membangun interaksi yang berkelanjutan. Pilar konten yang dibuat yaitu, “Future Study”, “Life at University”, “Life after University”, dan “Research and Impact”. Penerapan strategi ini diharapkan dapat meningkatkan partisipasi pengguna, menarik lebih banyak calon mahasiswa untuk berinteraksi dengan konten yang disajikan, dan pada akhirnya meningkatkan kesadaran serta minat untuk mendaftar di SIMT.
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Social media such as Instagram has become one of the important and popular marketing platforms for many organizations to promote their products and services, including Higher Education Institutions. Social media is used to increase brand awareness and get as many qualified prospective students as possible. However, in the context of SIMT organization, there has been no systematic approach to design an effective social media marketing strategy. As a result, SIMT Instagram is only used as an information distribution platform so that the interaction on SIMT Instagram is very small and social media has not been well optimized. Therefore, this research is important to provide in-depth insights and a framework that can help SIMT's social media managers utilize the potential of Instagram. The research method used is the human-centered Design Thinking method that involves five main stages: emphatize, define, ideation, prototype, and testing. Social media management involves human interaction, while this method is also human-centered, making it suitable to be applied in this research. Through a structured and innovative approach, this research provides strategic recommendations that can be implemented by SIMT social media managers in the form of content recommendations that can be aired and according to followers' preferences. In addition to targeting prospective students, the content produced is also targeted at active students, alumni, and companies, so that the social media created will build sustainable interactions. The content pillars created are "Future Study", "Life at University", "Life after University", and "Research and Impact". The implementation of this strategy is expected to increase user participation, attract more prospective students to interact with the content presented, and ultimately increase awareness and interest in enrolling at SIMT.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Design Thinking, Instagram, Social Media Marketing
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Rasendriya Zahra Nabilah
Date Deposited:	04 Sep 2024 03:00
Last Modified:	04 Sep 2024 03:00
URI:	http://repository.its.ac.id/id/eprint/113280

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