Consumers are connecting with retailers, restaurants, travel and entertainment firms, financial companies, and other businesses via social media. The messages conveyed via social media wield substantial power.

1. Using Social Media into Your Marketing Strategy
Seta A. Wicaksana
Founder and CEO www.humanikaconsulting.com

2. Seta A. Wicaksana
0811 19 53 43
wicaksana@humanikaconsulting.com
• Managing Director of Humanika Amanah Indonesia – Humanika
Consulting
• Managing Director of Humanika Bisnis Digital – hipotest.com
• Wakil Ketua Asosiasi Psikologi Forensik Indonesia wilayah DKI
• Business Psychologist
• Certified of Assessor Talent Management
• Certified of Human Resources as a Business Partner
• Certified of Risk Professional
• Certified of HR Audit
• Certified of I/O Psychologist
• Dosen Tetap Fakultas Psikologi Universitas Pancasila
• Pembina Yayasan Humanika Edukasi Indonesia
• Penulis Buku : “SOBAT WAY: Mengubah Potensi menjadi kompetensi”
Elexmedia Gramedia 2016, Industri dan Organisasi: Pendekatan
Integratif menghadapi perubahan, DD Publishing, 2020. Human Factor
Engineering: Manusia dan Lingkungan Kerja. DD Publishing, 2021,
Psikologi Industri dan Organisasi, DD Publishing, 2021
• Organizational Development Expertise
• Sedang mengikuti tugas belajar Doktoral (S3) di Fakultas Ilmu Ekonomi
dan Bisnis Universitas Pancasila Bidang MSDM Disertasi Peran Utama
Budaya Organisasi dalam Agilitas Organisasi di Lembaga Pemerintah
Non Kementrian XYZ
• Fakultas Psikologi S1 dan S2 Universitas Indonesia
• Mathematics: Cryptology sekolah ikatan dinas Akademi Sandi Negara

3. Agenda
• Become familiar with
marketing through social
media applications
• Identify parts of a social
media strategy
• Identify social media online
tools and applications
• Develop social media
marketing plan
• Managing and Ethical Issues
• Jobs in Social Media

4. COVID-19 and Social Media

5. Importance of
Social Media
• Over 90% of U.S. adults aged 18-29 use
some form of social media every day.
• Platforms such as Facebook, Twitter,
YouTube, and Snapchat include billions of
users—and their services are free, aside
from data sharing.
• Usage increases with education level—
college-enrolled adults are more likely to
use social media than non college-
enrolled adults.
• YouTube is the most popular social
media platform among 18-29 year-olds.
91% of this demographic uses YouTube.
• Source: Pew Research (2019)

6. Why
Should
Marketers
Turn to
Social
Media? • Social media has quickly grown to be an important tool for
marketers to:
• Build relationships with customers
• Strengthen brands
• Launch new products
• Enter new markets
• Boost sales
6

7. Why Should
Marketers Turn
to Social Media?
• Consumers are connecting
with retailers, restaurants,
travel and entertainment
firms, financial companies,
and other businesses via
social media
• The messages conveyed via
social media wield
substantial power
7

9. Social Media
• Different forms of electronic
communication through which
users can create online
communities to exchange:
• Information
• Ideas
• Messages
• Other content such as
videos or music
9

10. Categories of
Social Media
• Social media platform – Type of software or technology
that allows users to build, integrate, or facilitate a
community, interaction among users, and user-generated
content
• Social media tool – Enables users to communicate with
each other online

11. Social Media
Platforms
• Act as a home base for an
online community
• To access the conversations
held there, users must become
members
• Social networking sites –
Websites that provide virtual
communities for people to:
• Share daily activities
• Post opinions on various
topics
• Increase their circle of
online friends, and more
• Bookmarking sites – These
give people a place to save,
organize, and manage links to:
• Websites
• Other resources on the
Internet

12. Social Media Platforms
• Social news sites – People post news items or links to outside articles on such sites,
then vote on which postings get the most prominent display—and viewed by the
most readers
• Online forums – Members hold conversations by posting messages
• Blogging sites – Blog postings and comments are attached to such sites and
typically focus on specific topics
• Microblogs – Subscribers get a steady stream of brief updates from anyone ranging
from a high-school friend to a celebrity
12

13. Social Media Tools
• These make the conversation
happen
• Services like YouTube and
Flickr allow people to upload
and share media such as
photos and videos
• Some videos have gone
viral and shot their
makers to fame
• Marketers realize that a
viral video can translate
to a jump in demand—
and sales—for their
products
13

14. Social Media
Tools
• Blogging allows people to communicate in greater
detail than microblogging does
• Marketers use blog postings to:
• Educate consumers and business customers about
new products
• Ask for feedback about particular goods and services
• Notify the public about social responsibility initiatives
• Manage public relations crises
14

15. Social Media
Tools
• Companies may
• Designate certain staff members as bloggers
• Hire professional bloggers either in-house or on a
consulting basis
• Microblogging offers short bursts of news
• App – Short for application, it is a free or paid software
download that links users to a wide range of goods and
services, media and text content, social media platforms,
search engines, and the like
15

16. App
• Marketers
• Know that potential and existing customers use all kinds of apps, and
they want to tap into the opportunities created by this phenomenon
• Must find ways to identify the apps that will support the goals of their
social media marketing efforts
• Need to choose the ones that reach and attract their target audience and
influence consumers to make decisions in favor of their goods and
services

17. QR Codes
• Short for quick response
codes
• Two-dimensional bar codes
that can be read by some
mobile phones with cameras
• Information contained in the
code is shared with the user
• Might lead to a video,
give details about a
product, or offer a
coupon
17

18. Facebook
• Launched in 2004
• 79% of users are between 18-29 years old
• Types of content to focus on for Facebook:
• Videos (prerecorded and Facebook Live)
• Images/graphics, links/text
• Tips & Best Practices:
• Boost posts to reach a wider audience
• Host virtual tours of your campus
• Publish videos to educate and inform students
• Create moderated Facebook Groups for new
students
to virtually meet each and engage (i.e. Class of
2024)
• Set up a Messenger bot to engage current and
prospective students

19. Instagram
• Launched in 2010; Facebook-owned in 2012
• 67% of users are between 18-29 years old
• Types of content to focus on for Instagram:
• Images/text
• Short videos (< 1 min; appear in profile feed)
• Stories (15-sec video clips or images; disappear after 24 hours)
• IGTV live videos (between 60 seconds and one hour)
• Tips & Best Practices:
• Use highlights to keep important information easily accessible
• Create a class account to feature incoming class
(ex. @university2024)
• Can cross-populate on Facebook
• Host Q&A’s to answer student questions
• Host virtual campus tours with live video
• Publish short videos that inform students about various
processes (applying, housing, etc.)

20. Twitter
• Launched in 2006
• 38% of users are between 18-29 years old
• Types of content to focus on for Twitter:
• Images and text with 280 character limit
• Live and prerecorded videos
• Graphics, GIFs, and hyperlinks
• Cross-posting capacity with Instagram
• Tips & Best Practices:
• Host Q&A sessions or Twitter Chats for current and
prospective students
• Engage students with graphics and GIFs, include
institutional
links to student content
• Create different Twitter handles to manage various
aspects
of your schools (i.e. admissions, student life,
financial aid, etc.)
• Respond to users who mention your school’s twitter
handle

21. YouTube
• Launched in 2005; purchased by Google in
2006
• 91% of users are between 18-29 years old
• Types of content to focus on for YouTube:
• Videos and livestreams
• Video playlists based on topics
• Tips & Best Practices:
• Create short, informative videos for all
student audiences
• Cross-promote YouTube videos on other
platforms
• Use ‘Playlists’ to organize videos in your
YouTube channel (i.e. Tips for New
Students, Financial Aid, Admissions, etc.)

22. Snapchat
• Launched in 2011
• 62% of users are between 18-29 years old
• Types of content to focus on for Snapchat:
• Snaps = images or videos, with text; can
add “filters;” maximum of 10 second video
• Stories = collection of images and videos
that only approved friends can see
• Tips & Best Practices:
• Promote school’s Snapchat username on
other platforms
• Use Snapchat Stories to provide students
with engaging content
• Create an ambassador application for
students
and alumni to take over school’s Snapchat
account

23. TikTok
• Launched in 2016
• 41% of users are between 16-24 years old
• Types of content to focus on for TikTok:
• Short video clips, maximum of one minute
• Images and text, can add “filters”
• More and more colleges “Reach Gen Z” on
TikTok
• Tips & Best Practices:
• Provide snapshots of student life
• Embrace quick-cut editing to optimize
information
• Trends and hashtags are fleeting—update
frequently and monitor trends closely

24. LinkedIn
• Launched in 2002
• 28% of users are between 18-29 years old
• 37% of users are between 30-49 years old
• Types of content to focus on for LinkedIn:
• University news and blog content
• Eye-catching visuals and statistics
• Student success stories
• Tips & Best Practices:
• Make sure you have a LinkedIn Page set up as “Educational
institution”
• Use LinkedIn to engage your alumni by providing career-related
resources and opportunities
• Host webinars for students and alumni on career-related topics
(preparing for a virtual interview, networking tips, etc.)
• Create LinkedIn Groups for alumni to connect and network

25. Are You Ready
for Social
Media?
• Are your customers likely to be online?
• Are you ready to handle negativity?
• How will you incorporate this into people’s daily jobs?
• How will you measure the results?
• How long are you willing to give it a try?
• What’s your willingness to experiment, take risks and adjust
your plans?

26. Social Media
Marketing
(SMM)
• Uses social media portals
to create a positive
influence on consumers or
business customers toward
an organization’s:
• Brand
• Goods and services
• Public image
• Website

27. Why Should
Marketers Turn to
Social Media?
• Marketers generally view the goal of
social media marketing as developing a
conversation with potential customers,
resulting in a:
• Purchase
• Subscription to an email newsletter
• Registration in an online community
• Participation in an event
27

28. Why Should
Marketers Turn to
Social Media?
• Not-for-profit organizations
create social media marketing
campaigns to expand their
reach
• SMM contains three essential
features:
• It creates a buzz
• It creates ways for
customers or fans to
engage in conversations
with ach other and the
organization
• It allows customers to
promote the firm’s
messages themselves
28

29. Consumer
Behavior
• Shoppers who shop with
search engines do so because
these provide the greatest
amount of information about
products and companies
• Search engines help with
comparison shopping,
particularly when it comes to
price
29

30. Consumer
Behavior
• Consumers rely on the
communities created by
social media for their
buying decisions in order
to:
• Learn about new goods
and services
• Conduct research and
share information
• Make final purchase
decisions
30

31. Business
Behavior
Businesses use social media
to build relationships,
including partnerships with
other companies
31

32. Not-for-Profit
Organizations
• Use social media to:
• Market themselves
• Generate donations
or other types of
funding
• Spur action
• Promote an event
• Educate the public
• Encourage and
showcase
partnerships with
other organizations

33. What Are Your Goals?
• Increase customer base
• Generate leads
• Drive sales
• Build awareness
• Make money from your
content
• Establish thought leadership
• Educate customers
• Customer-source part of your
product development
• Reach internal
communication

34. Parts of a Social Media Strategy
• Identify your goals
• Identify your target audience
• Create a profile or brand
• Find the social media that’s
right for you
• Plan a time frame
• Include Search Engine
Optimization (SEO)
• Measure progress toward
goals

35. Parts of a Social Media Strategy
SPECIFIC
MEASURABLE
ATTAINABLE
RELEVANT
TIMELY

36. Parts of a Social
Media Strategy
• Identify Your Target Market
• Who are your customers?
• What characteristics do
they have?
• What age group do they
come from?
• What are their spending
or shopping habits?
• Do they shop online?
• What social media
applications are they
using?

37. Parts of a Social
Media Strategy
• Create a Profile or Brand
• As you create your online profiles, think
about your screen name
• Website Domain Name –
http://www.humanikaconsulting.co
m
• Twitter –
http://twitter.com/humanikaconsul
t
• Facebook –
http://facebook.com/pages/human
ikaconsulting
• Instagram – humanikaconsulting
• Linkedin - humanikaconsulting
• E-mail –
wicaksana@humanikaconsulting.co
m

38. Parts of a
Social Media
Strategy
• Decide on appropriate
social media applications
• Which ones are your
customers using?
• Start with one -
Understand it, utilize it
effectively and then
expand your online
presence
• Write good and
appropriate content
• Build relationships;
listen and engage
with your followers

39. Parts of a
Social Media
Strategy
• Plan the time frame
• Map out a schedule for updating content
• This should be accomplished on a regular basis
• Follow the schedule

40. Parts of a Social
Media Strategy
• Include Search Engine
Optimization (SEO)
• Focus on Good Phrases
• Avoid “Vanity” keywords
• Use Google’s AdWords
Keyword Tool
• Remember the value of
repetition
• Guide your content strategy

41. Parts of a Social
Media Strategy
• Develop a content strategy plan
• Content should be both useful and
usable by customers
• Develop a plan for creating this
type of content
• Develop a plan for getting the
content published
• Not as easy as it sounds
• Publishing or uploading
content takes a dedicate effort
on your part

43. Parts of a Social
Media Strategy
• Measure progress toward goals
• Did we learn something about our customers that
we didn’t know before?
• Did our customers learn something about us?
• Were we able to engage our customers in new
conversations?

44. Social Media Measuring
44

45. Parts of a
Social Media
Strategy
• Social networks
• Blogs
• Microblogging
• Wikis
• Podcasts
• Forums
• Online Communities
• Multimedia sharing
• Social bookmarking
• RSS readers
• GEO tracking
• Recommendations
and reviews

46. Managing

47. Managing
• This means:
• Maintaining a grasp on
the success or failure of
previous strategies,
knowledge of the benefits
and drawbacks of the
different social media
platforms and tools, and
an ability to interpret data
without losing sight of the
overall goal
• Being flexible enough to
change tactics when
necessary to avert or
minimize a crisis

48. Ethical and Legal Issues
• Social media marketers face
ethical and legal issues, such
as:
• Privacy
• Accountability
• Well-written social media
policies are:
• Consistent with a firm’s
organizational culture
and values
• Explain why employees
should take certain steps
or actions or avoid them

49. Ethical and
Legal Issues
• Broad enough to cover the major
points, but brief enough to fit onto
two pages
• Linked to other relevant company
policies and guidelines
• Postings, ads, comments, and even
images come under intense scrutiny
and must be checked for:
• Accuracy
• Fair and realistic claims or
promises
• Balance and objectivity

50. Ethical and Legal Issues
• Potential for
misinterpretation
• Marketers must:
• Not distribute any
personal information
without consent
• Be vigilant about
confidentiality
• When mistakes happen,
smart social media
marketers:
• Take action to solve the
problem or resolve the
issue
50

51. Ethical and
Legal Issues
• Acknowledge the problem and take responsibility for it
• Communicate with the right people, via the most
relevant channels
• Promise to take steps necessary to correct the situation
• Implement the agreed-upon changes or make other
concessions
• Evaluate ways to avoid similar problems in the future
51

52. Job Titles
in Social
Media
Marketing
52

53. Types of Jobs
• Social media marketing manager or
digital marketing manager
• Social media strategist
• Brand manager
• Online community manager
• Influencer relations
• Social media specialist
• Social media analytics
• Social media design
• Social media developer
• Content programmer
• Blogger or copywriter

54. Tips for Landing a Job in Social Media
Marketing
• Land an internship
• Take online courses that
teach social media
marketing skills
• Highlight your own
online social profile
• Point out your
personality

55. Learning and Giving
for Better Indonesia
www.humanikaconsulting.com