Digital Campaign For Social Cause in Bandung Indonesia. Conducted as an assignment for an elective course "Social Media Management" di School of Business Management, ITB.

1. “Use Angkot”
campaign
Syifa Alaina Maricar

2. Meanings
campaign to invite people
to use angkot, try to
overcome traffic-jam and
air pollution problems,
also find some ways to
make “angkot” working
well

3. SWOT Analysis
Strength
 It can decrease traffic jam problem
 It can decrease number of pollutant
 It can decrease use of fuel
 People could do many things in Angkot which they
can’t while driving their own vehicle.
Weakness
 Angkot itself sometimes is the cause of traffic jam

4. SWOT Analysis (cont’d)
Opportunity
 First Angkot campaign in Indonesia, so it could gain
more attract and awareness from people
 I could use some meme pictures to gain attraction
 I could make some programme using hashtag like
#7HariNaikAngkot , etc.
Threat
 So many competitors who like their community much
and dislike Angkot, such as Lancer Evo community.
They probably have a powerful voice, and it will makes
me a bit difficult to ask them using Angkot.

5. Strategic Choice Arguments
S-O Strategy
I focused to tell people about how useful if we use
Angkot, also because it is the first campaign to ask
people use Angkot, I can use some strategies which
must be haven’t exist before.

6. STP and USP
 Segmenting
Indonesian people who are seldom using Angkot
 Targeting
Teenagers and adults who use their own vehicle
 Positioning
Traffic-jam solver and environmentalist
USP  Campaign “Use Angkot” and use meme pictures
and some unique hashtags

7. EXPECTATION

8. Behavior Against
One person one vehicle
Target
People who has their own vehicle
Main Objective = (every week, reach 500 people with 50
people engaged, 10 people participated with 2 people
who are not always use Angkot  use Angkot)
Pictures
Keep Calm and Naik Angkot, pictures in” 9gag (like “the
moment when you use Angkot”), or maybe series
pictures such as comic.

9. Words
tweeting the benefits of use angkot, also what
should we improve to make angkot work better on
the road
Videos
1. Harlem shake in angkot version (stop motion),
2. Scenario 1 and Scenario 2
Campaign Media
1. Twitter
2. Youtube
3. Facebook Fan Page
4. Instagram

10. Twitter
Quotes
Hashtag #naikangkot and
#ayonaikangkot
Tweet much in Wednesday, Thursday,
Saturday, and Sunday, at 7-8 am,
11am -1 pm, 8-11 pm.

11. Youtube
Video concept
1. Harlem Shake versi angkot – stop motion
2. SCENARIO 1 + SCENARIO 2
Make the video
Upload
See the Viewers + likers

12. Facebook Fan Page &
Instagram
Reach some people
to use Angkot

13. REALITY

14. Instagram
Objective : Reach People and link to Twitter

15. Instagram
Evaluation : Most of people who liked my pictures on
instagram are not come from Indonesia. So, it didn’t
reach my target. Also, difficult to measure how much
people linked to the twitter account.
Action : Stop campaign via instagram

16. Facebook Fan Page
Objective : Reach People and link to Twitter

17. Facebook Fan Page
Progress :
1. Created Facebook Fan Page on March 15th
2. Post some meme pictures, routes of
Angkot, question about what color of
Angkot do they like, what position do they
like inside Angkot, etc.
3. Share the posts via my own FB account

18. Facebook Fan Page
Analysis

19. Facebook Fan Page
Analysis

20. Facebook Fan Page
Objective : Reach People and link to Twitter

21. Facebook Fan Page

22. Facebook Fan Page

23. Facebook Fan Page

24. Facebook Fan Page
Accomplishment :
 Every week reach more than 500 people
 Every week (except third week) engaged
more than 50 people
 Every week (except third week) have more
than 10 people who talked about my
campaign.

25. Facebook Fan Page
Evaluation :
 People are highly attracted on pictures and
questions
 It is quiet difficult to get participation from
people to use Angkot
 It is quiet difficult to measure how much people
linked to my Twitter
 The more we posting, the more users we can
reach and engage

26. Twitter 
Objective : Get participation from people I
targetted (who are not always use Angkot) in using
Angkot

27. Twitter
Progress :
1. Created @angkotIndonesia and get suspended because
of approaching many people tweet about “angkot”
2. Created new twitter account named @angkotIndo
3. Tweet about positive impact of using Angkot, routes
information, and meme pictures. Sometimes approach
person who tweet about “angkot” or “macet”, etc.
4. Created challenge named #7HariNaikAngkot
#WeekendAngkot #SundayAngkotFriend
5. Mentioning @ridwankamil @angkotersBDG @BCCF_BDG
@infoBandung @infobdg etc
6. Following people who followed me, also reply their tweet
on me.

28. #weekendAngkot
First, I try to attract people join #weekendAngkot
by giving them phone credit of IDR20.000. There are
2 people join this.

29. #weekendAngkot

30. #weekendAngkot
The next weekend, I try to make #weekendAngkot
again, without gave money prize, just state that for
whom join this, their photos will be included into
Angkot Indonesia icon. Then, 3 people joined.

33. #7HariNaikAngkot
Started from 28-03-13 until 03-04-13
First to second day share pictures inside Angkot and give
comments about Angkot they used. Third day used for sharing
about people around them inside Angkot. Fourth day is for
sharing to us about the Angkot driver. Fifth to Seventh day
used for asking friends of them who are usually
drive car/motorcycle to use Angkot. The winners
will be the icon of Twitter and coverpage on FB

34. #7HariNaikAngkot
People join this #7HariNaikAngkot :

36. AND SO ON...

37. #7HariNaikAngkot
2 people join this challenge from DAY1-DAY7 (I gave
them reward in form of Frequent Angkot User Greeting Card)
Around 40 people join this game and the hashtag
Retweeted by several communities and famous person in
Bandung, such as Ridwan
Kamil, BCCF_Bdg, infoBandung, bike communities, etc.
2 people who are not always using Angkot become using
Angkot because of this game

38. #SundayAngkotFriend
This hashtag aimed to ask friend of followers
who are seldom using Angkot to use
Angkot, at least on Sunday. Some people
finally use Angkot on Sunday.

39. #SundayAngkotFriend

40. Other People who try to
use Angkot

41. Twitter 
Analysis based on tweetlevel :

42. Twitter 
Analysis based on tweetgrader :

43. Twitter 
Geography Analysis :

44. Twitter 
Influences Tweeter

45. Twitter 
Time Analysis

46. Twitter 
Word Cloud

47. Big Accomplishments
Retweeted by BCCF_Bdg, Ridwan Kamil, infoBandung, RASEFM and
Bike To Work Bandung which make my account being retweeted by
others and the account is being followed.

48. Big Accomplishments
Being asked to collaborate, creating AngkotDay at June by @risetindie

49. Big Accomplishments
Interviewed by RASEFM radio station about #7HariNaikAngkot

51. General Evaluation
To get more followers and attraction, we still have to apply 3I
theory, Identity, Interesting, and Interaction. We should
brand ourself, give obvious information about the
identity, interesting contents such as interesting
hashtags, meme pictures, also interact with your
followers, follow them back and reply what they are talking to
you.
We have to analyze first about our USP, STP, and SWOT
before making the strategy. It will help us more in getting the
best strategy, such as collaborating strength and opportunity to
be the strategy.

52. General Evaluation (cont’d)
We have to clearly define the role of every media we use, such
as different function of Facebook and Twitter, to make our
campaign focus based on its roles.
AISAS model can also applied. Such as get attention by
posting meme pictures, Angkot routes. If people interest, they
will click like button on FB, and if they interest more, they will
click link you gave (search). Then, maybe their action is like
your page, follow your twitter, and they will share and retweet
your informations.

53. General Evaluation (cont’d)
Timing is also important. When we tweet on day or hour that
people are likely using twitter, it will help your informations
being read.
The theory of being retweeted by famous person or
organization also proven in my campaign, that at that
time, there will be many people attract at our campaign.
More followers we have, make us more popular and being
followed by others. More retweeted we gained, more trusted
our account is to be followed and retweeted again.

54. Meme Pictures I posted

62. > Thanks to Pak Budi, Kak Ika, and
all of students in ISM class who
already help me much, giving
suggestions, help in following and
retweet tweets from
@angkotIndo, etc.
> Sorry for some mistakes I’ve
probably made

63. Thank You