PROPOSED CONTENT MARKETING STRATEGY TO INCREASE PRINTEROUS’S CUSTOMER ENGAGEMENT ON INSTAGRAM

• Main Author: MAHARANI/ 29116144, ELFRIDA
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26901
• Institution: Institut Teknologi Bandung

The existence of the internet provides many benefits for business. The internet is used in <br /> <br /> businesses ranging from online sales, online ordering and promotion through social media. <br /> <br /> Printerous is one of the online printing companies that also utilize the internet for sales and their <br /> <br /> promotion. Printerous has used several social media to promote their companies. This research <br /> <br /> focused on Instagram Printerous account because other social media tools owned by Printerous <br /> <br /> were not updated regularly. Although Instagram Printerous was created in 2012, their current <br /> <br /> level of customer engagement is 0.19 which is below the industry average. <br /> <br /> The first thing to do to increase the level of customer engagement is to do some analysis, <br /> <br /> namely the target segment analysis using STP analysis, competitor analysis and Instagram <br /> <br /> analysis. These three analyzes can help determine the root cause of the value of a low level of <br /> <br /> involvement. Based on Instagram analysis through social media channels, we have 40% of <br /> <br /> successful content and 60% of failed content. Through competitor analysis, we can find out <br /> <br /> which content the competitor is successful in and the strength of the competitor's position <br /> <br /> compared to Printerous. SWOT analysis is conducted to make clear interaction of tools already <br /> <br /> used. Based on the root cause analysis, Printerous does not have a standard operating procedure <br /> <br /> that can manage the activities of Instagram managers and the existence of unsuccessful content. <br /> <br /> The first step to determine Printerous Instagram SOP is doing case studies analysis to gain <br /> <br /> insight for proposed Instagram SOP. Meanwhile to determined the proposed instagram strategy, <br /> <br /> the researcher need to reflecting the previous instagram performance that have been done to <br /> <br /> measure the effectiveness of Printeous’s instagram strategy. From the result of the instagram <br /> <br /> performance measurement, we can know which strategy that most effective and which strategy <br /> <br /> that need to improve. Thus we can proposed new instagram strategies to improve the previous <br /> <br /> instagram strategy. To propose new content, we can use Triangle of Relevan