Implementasi content marketing untuk meningkatkan customer engagement melalui akun media sosial facebook chevrolet Indonesia = Implementation of content marketing to increase customer engagement in facebook chevrolet Indonesia social media

Mudilas, Joshua (2020) Implementasi content marketing untuk meningkatkan customer engagement melalui akun media sosial facebook chevrolet Indonesia = Implementation of content marketing to increase customer engagement in facebook chevrolet Indonesia social media. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Era revolusi industri 4.0 adalah sebuah era baru perekonomian modern yang berbasis teknologi maju, dimana fokus pada era 4.0 ini mengarah pada kegiatan ekonomi digital. Kemajuan teknologi ini mendorong berbagai perusahaan untuk memanfaatkan media sosial sebagai sarana dalam melakukan kegiatan pemasaran suatu produk. Maraknya pemasaran suatu produk yang melalui media sosial menimbulkan persaingan bisnis yang cukup ketat antara satu perusahaan dengan kompetitornya PT Chevrolet Indonesia melaksanakan kegiatan pemasaran dengan mengimplementasikan strategi content marketing untuk menghadapi persaingan bisnis dengan kompetitornya, strategi ini dilakukan dengan tujuan yakni sebagai media pemasaran produk, menciptakan penjualan produk, dan meningkatkan engagement konsumen terhadap sosial media perusahaan. Dalam hal ini PT Chevrolet Indonesia bekerja sama dengan perusahaan agency advertising, yaitu PT McCANN Worldgroup Jakarta. Pemagang melakukan kegiatan magang selama 3 bulan, di PT McCANN Worldgroup Jakarta dan pemagang bekerja pada divisi social media handler dalam divisi McCANN Commonwealth yang dimana khusus menangani klien tetap atau retainer, yaitu PT Chevrolet Indonesia. PT McCANN Worldgroup Jakarta menggunakan Content Marketing Matrix sebagai alat pemetaan content media sosial Facebook Chevrolet Indonesia, serta menjadikannya strategi pemasaran digital, karena dapat menentukan klasifikasi setiap konten berdasarkan tujuannya masing-masing dalam mengkomunikasikan produk atau brand. Melalui kegiatan magang ini, pemagang berhasil mempelajari proses pembuatan sebuah content yang baik, menarik, serta efektif dimulai dari perencanaan, pembuatan, hingga mencapai tujuan utama, yaitu pemasaran produk dan customer engagement./The era of the Industrial Revolution 4.0 is a new era of modern economy based on advanced technology, where the focus on this era leads to digital economic activities. These technological advancements have encouraged various companies to utilize social media as a means of conducting product marketing activities. The rise of marketing a product through social media raises quite fierce business competition between a company and its competitors PT Chevrolet Indonesia carries out their marketing activities by implementing content marketing strategies to face business competition with its competitors, this strategy is carried out with the objectives of being a product marketing media, creating product sales, and increasing consumer engagement on corporate social media. In this case, PT Chevrolet Indonesia is working with an advertising agency company, PT McCANN Worldgroup Jakarta. The internship period is carried out for 3 months at PT McCANN Worldgroup Jakarta and the intern is placed in the social media handling division within the McCANN Commonwealth division, specifically handling permanent clients or retainers, in which PT Chevrolet Indonesia is included. PT McCANN Worldgroup Jakarta uses the Content Marketing Matrix as a tool for mapping Facebook Chevrolet Indonesia's social media content, as well as making it a digital marketing strategy, because it can determine the classification of each content based on their respective goals in communicating products or brands. Through this internship activity, the apprentice manages to learn the process of creating proper, interesting, and effective content starting from planning, manufacturing, to achieving the main objectives, namely product marketing and customer engagement.

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