Perancangan Sistem Manajemen Media Sosial Untuk Integrated Marketing Communication Departemen Manajemen Bisnis ITS

Hijriyan, Dwiky (2022) Perancangan Sistem Manajemen Media Sosial Untuk Integrated Marketing Communication Departemen Manajemen Bisnis ITS. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

	Text 09111840000051-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2024. Download (5MB) | Request a copy
	Text 09111840000051-Undergraduate_Thesis.pdf Restricted to Repository staff only Download (5MB) | Request a copy

Abstract

Departemen Manajemen Bisnis Institut Teknologi Sepuluh Nopember (ITS) memiliki keunikannya sendiri sebagai satu-satunya jurusan dengan ilmu pengetahuan manajemen di ITS. Penambahan aspek bisnis dengan menekankan pada value entrepreneurship pada ilmu manajemen juga menjadi nilai tambah yang dimiliki Departemen Manajemen Bisnis ITS untuk bersaing dengan jurusan manajemen di kampus lain secara nasional. Namun keunikan dan nilai yang dimiliki oleh Departemen Manajemen Bisnis ITS belum sepenuhnya dapat dikomunikasikan dan disebarluaskan pada masyarakat. Departemen Manajemen Bisnis ITS belum secara terarah mengelola media sosial yang dimiliki, walaupun terdapat banyak kanal informasi di media sosial yang tersedia dengan nama Departemen Manajemen Bisnis ITS. Informasi yang dimiliki oleh Departemen Manajemen Bisnis ITS disebarluaskan dengan alur dan fungsi yang berbeda, tanpa adanya integrasi informasi untuk kebutuhan. Branding yang diciptakan oleh pengelolaan media sosial menjadi tidak terarah dan tidak tampak seperti satu entitas yang sama dengan konten yang disediakan. Akibat dari kurangnya pengelolaan kanal informasi dan branding yaitu kurangnya informasi dan value yang diterima oleh target market dan audience dari Departemen Manajemen Bisnis ITS. Permasalahan yang ada mengarahkan pada dilakukannya penelitian ini, yaitu untuk menghasilkan luaran buku panduan manajemen media sosial Departemen Manajemen Bisnis ITS pada platform Instagram. Instagram dipilih karena kemampuannya untuk menjangkau target market agar mendapatkan informasi dan value yang diharapkan. Proses perancangan dan pembentukan buku panduan melibatkan banyak pihak seperti pihak manajemen Departemen Manajemen Bisnis ITS, potential users dari Instagram Departemen Manajemen Bisnis ITS, serta peran eksternal lain seperti konsultan pemasaran yang bekerjasama dengan Departemen Manajemen Bisnis ITS. Luaran pertama brand blueprint menghasilkan beberapa poin diantaranya brand persona, foundation strategy, creative strategy, dan communicative strategy. Luaran kedua brand blueprint dihasilkan menjadi beberapa aspek, diantaranya aspek logo, warna, dan prosedur operasional standar Instagram. Luaran ketiga content guidelines diantaranya terbagi menjadi pemetaan potential users, identifikasi karakter potential users, idea communication sheets untuk content marketing, dan prototype untuk konten yang dibangun. Luaran keempat rekomendasi struktur tim media sosial menghasilkan job description dan job specification untuk tiap pekerjaan dalam struktur.
================================================================================================
The Department of Business Management of the Institut Teknologi Sepuluh Nopember(ITS) has its own uniqueness as the only department with management knowledge at ITS. The addition of the business aspect by emphasizing the value of entrepreneurship in management science is also an added value for the Department of Business Management ITS to compete with management majors at other campuses nationally. However, the uniqueness and values of the Department of Business Management ITS have not been fully communicated and disseminated to the public. The Department of Business Management ITS has not yet directed its social media management, although there are many information channels on social media available under the name of the Department of Business Management ITS. Information held by the Department of Business Management ITS is disseminated with different flows and functions from each platform, without any integration of information for needs. Branding created by the management of social media becomes undirected and does not appear to be the same entity as the content provided. The result of the lack of management of information channels and branding is the lack of information and value received by the target market and audience from the Department of Business Management ITS. The existing problems led to this research, namely to produce the output of the Department of Business Management ITS social media management guidebook on the Instagram platform. Instagram was chosen because of its ability to reach the target market in order to get the information and expected value. The process of designing and forming the guidebook involves many parties such as the management of the Department of Business Management ITS, potential users from the Department of Business Management ITS Instagram, as well as other external roles such as marketing consultants in collaboration with the Department of Business Management ITS. The first output of the brand blueprint resulted in several points including the brand persona, foundation strategy, creative strategy, and communicative strategy. The output of the two blueprint brands is produced into several aspects, including aspects of the logo, color, and Instagram standard operating procedures. The outputs of the three content guidelines are divided into mapping potential users, identifying potential user characters, idea communication sheets for content marketing, and prototypes for content being built. The outputs of the four recommendations for the social media team structure produce a job description and job specification for each job in the structure.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	buku panduan, departemen manajemen bisnis its, design thinking, manajemen media sosial, guidelines book, social media management
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Dwiky Hijriyan
Date Deposited:	11 Feb 2022 01:09
Last Modified:	11 Feb 2022 01:09
URI:	http://repository.its.ac.id/id/eprint/93540

Actions (login required)

View Item