Analisis implementasi pemasaran di media sosial (facebook dan instagram) untuk membangun brand awareness startup giantree

Tiffanny, Tiffanny (2021) Analisis implementasi pemasaran di media sosial (facebook dan instagram) untuk membangun brand awareness startup giantree. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Saat ini, perusahaan sudah memanfaatkan media sosial dalam melakukan kegiatan pemasarannya. Aktivitas pemasaran di media sosial dapat membantu perusahaan untuk membangun brand awareness dengan efektif. Media sosial yang dapat digunakan untuk aktivitas pemasaran adalah Facebook dan Instagram. GianTree merupakan perusahaan startup yang baru saja didirikan dan memproduksi pakan ayam dan pakan ikan. Sebagai perusahaan yang baru saja didirikan, GianTree perlu membangun brand awareness untuk membangun kepercayaan pelanggan dan menarik pelanggan. Pada saat ini dalam membangun brand awareness, perusahaan melakukan kunjungan satu per satu ke peternakan dan perikanan untuk memperkenalkan produk mereka. Penelitian ini dilakukan dengan tujuan untuk membangun brand awareness dari GianTree melalui Facebook dan Instagram serta mengetahui hal-hal yang penting dalam membangun brand awareness di kedua media sosial tersebut. Melalui penelitian ini akan dilakukan pemasangan iklan melalui Facebook dan melakukan unggahan rutin di Instagram. Pada penelitian ini dilakukan pengumpulan data mengenai target audiens dari perusahaan, kondisi Instagram perusahaan, dan dokumentasi perusahaan. Data tersebut selanjutnya diolah menjadi jadwal dan tema konten, tujuan dan penargetan audiens untuk iklan. Setelah implementasi, dilakukan analisis berdasarkan data dari Facebook ads manager dan Instagram insights. Hasil yang didapatkan dari pemasangan iklan melalui Facebook adalah dalam upaya membangun kesadaran merek, penargetan audiens untuk iklan harus terdeskripsi dan terfokus dengan jelas. Pengunggahan konten gratis secara rutin di Instagram dapat membantu dalam membangun kesadaran merek perusahaan. Pemasangan iklan di Instagram memberikan dampak yang signifikan dalam membangun kesadaran merek dari perusahaan. Iklan yang ditempatkan di platform Instagram mendapatkan hasil estimated ad recall lift rate sebesar 5,81% yang berarti 5,81% audiens mengingat iklan dari 22.808 audiens yang dijangkau. Iklan yang ditempatkan di platform Facebook mendapatkan hasil estimated ad recall lift rate sebesar 4,53% yang berarti 4,53% audiens mengingat iklan dari 97.312 audiens yang dijangkau. / Today, companies have already utilized social media to do their marketing activities. Marketing through social media is able to help companies to build their brand awareness effectively. Social media that can be used to do the marketing activities are Facebook dan Instagram. GianTree is a newly founded startup and their products are poultry feed and fish feed. As a newly founded startup, GianTree needs to build brand awareness to build customers trusts and to attract customers. As of this moment in building brand awareness, the startup must visit chicken and fish farmings one by one to introduce their products. The aim of this research is to build the startup brand awareness through Facebook and Instagram and also to know things that are important in building brand awareness on both social media. This research will conduct the implementation of advertisement through Facebook and make regular uploads on Instagram. Data collections in this research are about the company’s target audiences, the company’s Instagram condition, and the company’s documentation. The data is then processed to create a content schedule and themes, and also to know the purpose and target audiences for Facebook advertisements. Subsequent to the implementation, the analysis will be done by using data from Facebook and Instagram analytics tools which are Facebook Ads Manager and Instagram Insights. From the result of the analysis, can be concluded that the advertisement with the more specific targeted audience has better results in building brand awareness. Uploading free content (organic reach) routinely on Instagram gives a positive impact in building brand awareness. Putting an advertisement (paid reach) on Instagram gives a more significant positive impact in building brand awareness. Advertisements placed on Instagram get a result 5.81% for estimated ad recall lift rate which means 5.81% audiences remember the ads from 22.808 reached audiences. Advertisements placed on Facebook get a result 4.83% for estimated ad recall lift rate which means 4.83% of audiences remember the ads from 97.312 reached audiences.

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