DEVELOPING EFFECTIVE USER ACQUISITION STRATEGIES FOR THE EARLY STAGES OF THE SOCLES APP

• Main Author: Thalia, Rachel
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84097
• Institution: Institut Teknologi Bandung

The rapid growth of social media has transformed global interactions, often leading to superficial connections, especially among younger generations. Socles, an early-stage social media startup in Indonesia, aims to address this by fostering genuine relationships through its Socles App, designed specifically for Generation Z. The platform values authenticity, meaningful connections, offline interactions, and interactive social games. However, Socles faces significant challenges in acquiring its initial user base. To address these challenges, this research employs a comprehensive strategic management approach to develop targeted marketing strategies. Utilizing the AIDA model—Attention, Interest, Desire, and Action—the study focuses on capturing and retaining user interest in a competitive digital landscape. The research framework includes an evaluation of Socles' internal situation and an analysis of the external environment using PESTEL, Porter’s Five Forces, competitor analysis, trend analysis, and market insights. A SWOT analysis synthesizes these findings to guide strategic recommendations. Additionally, qualitative data from interviews with internal teams and potential users, along with quantitative data from surveys of Indonesian university students, provide a comprehensive understanding of market preferences. Based on these insights, the study outlines several user acquisition strategies for Socles in preparation for its public launch. Implementing these strategies aims to drive initial user acquisition and enhance overall business readiness. Ultimately, this approach offers valuable insights for other startups in the social media industry looking to learn from the Socles case.