DEVELOPMENT OF CONTENT MANAGEMENT STRATEGY FOR âKOK BISAâ BY INVOLVING BENEFICIARIES
Kok Bisa is a Youtube channel that focuses on the production of animated educational content which covers various topics. Although it is the biggest educational channel in Indonesia, in terms of its consistency and a considerable amount of subscribers, this small startup faces a declining trend in i...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/46456 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Kok Bisa is a Youtube channel that focuses on the production of animated educational content which covers various topics. Although it is the biggest educational channel in Indonesia, in terms of its consistency and a considerable amount of subscribers, this small startup faces a declining trend in its Youtube views starting from Q3 in 2019. A content management strategy is then requested, which then is developed from a series of confirmatory tests and analysis which involved beneficiaries.
Beneficiaries in this research include students as primary consumers as well as teachers and parents as the potential customers. Data from respondents were gathered using online survey and direct interview, while content analysis on most and least popular of Kok Bisa’s videos and literature review on consumer characteristics were also conducted as supporting data. It was found that the elements of animation, analogy, humour, and story narration contribute to the favourability of Kok Bisa’s educational contents by consumers. In addition, particular topics such as pure science, daily issues, and trending news are preferred than other topics. To a certain extent, discoverability and experience in consuming the content also play an important role for Kok Bisa as a media.
Content management strategy then was developed using Problem-Solution Fit canvas and Value Proposition canvas to determine improvement based on beneficiaries’ needs and current media technology opportunities. Proposed solutions include improvement on content pillar, Instagram content, user-generated content on website, and partnership. By implementing the solutions, it is hoped to increase view traffic on Youtube as well as maintaining Kok Bisa as the pioneer of educational media channel in Indonesia.
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