Perancangan Sistem Manajemen Media Sosial Untuk Integrated Marketing Communication Fakultas CREABIZ ITS

Ali, Luqman (2021) Perancangan Sistem Manajemen Media Sosial Untuk Integrated Marketing Communication Fakultas CREABIZ ITS. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Fakultas CREABIZ ITS menjadi Fakultas yang “unik” di Institut Teknologi Sepuluh Nopember (ITS). Hal ini dikarenakan Fakultas ini berperan sebagai “penghubung” berbagai Fakultas lain di ITS dalam memainkan perannya mulai dari merancang, membangun, dan mengelola. Akan tetapi keunikan tersebut tidak akan terkomunikasikan dengan baik ketika Fakultas ini tidak dapat memaksimalkan penggunaan media sosial yang dimiliki. Tidak adanya integrasi manajemen media sosial di Fakultas ini menyebabkan ketidakjelasan arah strategis branding Fakultas hingga penyuguhan content marketing yang tidak fokus. Akibatnya, target pasar media sosial Fakultas CREABIZ ITS tidak dapat menangkap value dari Fakultas tersebut. Dari semua permasalahan yang ada, maka penelitian ini akan memberikan luaran berupa buku panduan manajemen media sosial Fakultas CREABIZ ITS. Proses perancangan yang melibatkan berbagai perspektif, mulai dari pemangku kepentingan Fakultas tersebut, potential users media sosial Fakultas, hingga tim media sosial Institut Teknologi Sepuluh Nopember ini akan menghasilkan empat luaran dengan menggunakan metode design thinking dan job analysis. Luaran pertama yaitu brand blueprint yang memuat foundation strategy, brand persona, creative strategy, serta communicative strategy. Luaran kedua yaitu brand guidelines yang memuat kaidah penggunaan logo dan warna primer maupun sekunder pada media sosial Fakultas. Luaran ketiga yaitu content guidelines yang memuat content approach, potential market, serta content marketing. Dan luaran terakhir yaitu rekomendasi tim media sosial Fakultas CREABIZ ITS yang akan memuat struktur organisasi dan detail job description hingga job specification masing-masing fungsional jabatan.
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The Faculty of CREABIZ ITS is a "unique" faculty at the Institut Teknologi Sepuluh Nopember (ITS). This is because this Faculty acts as a "connector" for various other faculties at ITS in playing its role from designing, building, and managing. However, this uniqueness will not be communicated properly when this Faculty cannot maximize the use of its social media. The absence of integration of social media management in the Faculty causes the Faculty's branding strategic direction to be unclear and the presentation of content marketing that is not focused. As a result, the social media market target of the Faculty of CREABIZ ITS cannot capture the value of the Faculty. Of all the existing problems, this research will provide an output in the form of a social media management guidebook for the Faculty of CREABIZ ITS. The design process, which involves various perspectives, from stakeholders of the Faculty, potential users of the Faculty's social media, to the social media team of the Institut Teknologi Sepuluh Nopember, will produce four outcomes using design thinking and job analysis methods. The first outcome is a brand blueprint that contains a foundation strategy, brand persona, creative strategy, and communicative strategy. The second outcome is brand guidelines that contain rules for using logos and primary also secondary colors on the Faculty's social media. The third outcome is content guidelines which contain content approach, potential market, and content marketing. And the last outcome is the recommendation of the CREABIZ ITS Faculty social media team which will contain the organizational structure and detailed job descriptions to job specifications for each functional position.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	CREABIZ ITS, Design Thinking, Guidelines Book, Job Analysis, Social Media Management, Buku Panduan, CREABIZ ITS, Design Thinking, Job Analysis, Manajemen Media Sosial
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Luqman Ali
Date Deposited:	26 Jul 2021 07:29
Last Modified:	26 Jul 2021 07:31
URI:	http://repository.its.ac.id/id/eprint/84464

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