scholarly journals Social Media Marketing Strategy of Indonesian Tourism in The Time of Pandemic

2021 ◽  
pp. 1
Author(s):  
Aulia Chloridiany
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Global Market ◽  
Social Media Marketing ◽  
Creative Economy ◽  
Related Information ◽  
International Tourist ◽  
The Social ◽  
Content Strategy ◽  
Travel Accounts

Tourism is among one of the hardest hit sectors caused by the Covid-19 pandemic. According to UNWTO (2020), 100-120 million direct tourism jobs were at risk and international tourist numbers in January – May 2020 decreased 56% year on year. Indonesia’s tourism sector is not an exception. The number of foreign tourist visits to Indonesia fell down -89.22 % year on year, which definitely affects the whole condition of Indonesian tourism. Therefore, the Indonesian government have done several efforts to manage the situation since the pandemic started. Due to limitation of offline activities, digital marketing, including social media, had become the main strategy to maintain Indonesian tourism’s presence in the market. This paper will discuss the social media marketing strategy has been done by the Ministry of Tourism and Creative Economy (MOTCE) Indonesia to promote Indonesian tourism during pandemic time, especially for the global market. Using social media marketing strategy (SMMS) framework from Li, Larimo and Leonidou (2020), this research found that the social marketing media strategy has been implemented by MOTCE could be categorized as the social content strategy, as the Indonesia Travel accounts focus on suitable contents with the audiences who struggle with the pandemic. Indonesia Travel as the official social media marketing accounts, has been active to post contents even since the beginning of the pandemic through Facebook, Instagram, Twitter, Youtube, Weibo, and Wechat. From January to September 2020, Indonesia Travel posted more than 683 contents. However, the pandemic has driven the Indonesia Travel accounts to slightly changed the marketing objectives, adapting with what audiences wanted. Not only posting about the beauty of tourism destinations in Indonesia, since February they also post about Covid-19 related information.

scholarly journals Modern Approaches to Formation of a Social Media Marketing Strategy

2021 ◽  
Vol 2 (517) ◽  
pp. 346-351
Author(s):  
P. O. Chemorda ◽  
◽  
N. V. Vasiutkina ◽  
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Social Media Marketing ◽  
Current State ◽  
The Social ◽  
The Face ◽  
Content Strategy ◽  
Marketing Tool ◽  
Use Of Social Media

The article explores modern approaches to formation of a social media marketing strategy, taking into account the dynamics of their development, peculiarities of functioning and possible goals that can be set by economic actors on the face of such a marketing segment. A modern view on the use of social media as a marketing tool is specified, the specific features and existing approaches to the formation of marketing strategies in this sphere are defined. The current state and specificity of social media for business, marketing and consumer behavior are studied and analyzed. A characterization of the existing approaches to the formation of a social media marketing strategy is provided. The main functions of social media marketing content are allocated and generalized, namely: audience search, engagement, coordination and cooperation, which should become the basis for building up an effective strategy. The peculiarities of each function in the context of their application by different enterprises for various purposes are considered; their specifics are defined and summarized. The specifics of social media marketing work in the context of choosing goals and means of interacting with the audience through content are analyzed, on the basis of which two main approaches to the formation of a content strategy for social media marketing, namely consumer and customer approaches, are summed up and classified. Their role, place and importance in forming the strategy of marketing interaction with consumers, partners and other users of social media are substantiated. A characterization of these approaches in the context of their goals, instruments and means is presented. Based on the carried out research, elements of the problem such as social media content marketing functions, their role in shaping social media strategy are generalized and classified; also generalized and allocated are the approaches to the formation of social media marketing. Based on this information, it is possible to take a more objective approach to the formation of the social media marketing strategy necessary for the goals of an enterprise, and on the basis of the drawn conclusions – to carry out further research in this direction.

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

The integration of social media into corporate processes

2016 ◽  
Vol 38 (2) ◽  
pp. 239-259 ◽  
Author(s):  
Edit Bányai
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Current Literature ◽  
Business Processes ◽  
Additional Research ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Comprehensive Overview ◽  
Research Directions ◽  
The Social

The primary aim of this paper is to give a comprehensive overview of social media marketing solutions which can be used by companies. Many authors and researchers dealing with specialised subjects examine certain areas of this topic — and, in particular, with the influence of the social media on marketing communication. An overview of current literature and practical solutions enabled us to create a framework usable in the corporate sphere for creating a social media marketing strategy and for measuring the efficiency of social media activity. The framework helps companies to identify which social media solutions are worth taking advantage of to support their business processes, how they are able to measure the effectiveness of social media and it also provides a basis for the identification of additional research directions.

scholarly journals Role of Social Media Networks in Promoting Hotel Industry

2021 ◽  
pp. 40-47
Author(s):  
Reena Lakha ◽  
Prof (Dr) A C Vaid
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Hotel Industry ◽  
Social Media Marketing ◽  
Social Media Networks ◽  
Social Media Site ◽  
The Social ◽  
Use Of Social Media ◽  
Insight Into

In recent years, the hotel industry has started to follow social media marketing strategy as part of its marketing campaign to improve its brand value. Social networking channels are the means a hotel is promoting itself through. There are various channels that the hotels use to communicate with the clients. This paper aims to pick the best channel and use it wisely, so it helps the hotel industry the most. This paper aims to identify the available social media sites for the hotel industry. This study adds new knowledge regarding the hotel's most common social media site. The paper will provide insight into the medium of the social site used for communications and the use of social media advertisements as an integral part of the hotel's marketing strategy.

scholarly journals SOCIAL MEDIA MARKETING STRATEGY IN BUILDING BRAND ENGAGEMENT

2021 ◽  
Vol 14 (1) ◽  
pp. 44
Author(s):  
Malida Zulfaniazahra Riski ◽  
Muhammad Edy Susilo ◽  
Kartika Ayu Ardhanariswari
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Rapid Development ◽  
Consumer Participation ◽  
Social Media Marketing ◽  
Brand Engagement ◽  
Creative Agency ◽  
Emotional Bonds ◽  
Data Collection Process ◽  
The Social

The rapid development of social media as part of people’s lifestyle nowadays, is currently being used by companies to strengthen emotional bonds between consumer and brand. Through social media marketing activities in #AlamiLawanJerawat campaign, &friends as a creative agency carried out three objective phases, one of them is brand engagement, which is an important element in getting consumer participation. This study aims to find out the social media marketing strategy and explore the factors which oppose the social media marketing strategy of &friends in building Himalaya’s brand engagement through #AlamiLawanJerawat campaign on Instagram. This study used Breakenridge's The Social Media Strategy Wheel theory with the concept of brand engagement. This research method used descriptive qualitative case study. The data collection process was carried out by observation and in-depth interview. From the research results, it was found that the strategy taken by &friends for Himalaya was to create insights for content creation related to target audiences, utilize influencer channels, and engagement contents such as giveaway and honest reviews which ultimately succeeded in increasing brand engagement at the loyalty audiences stage, with 217% increase in sales in four months, and a growth of  followers from 15,000 to 27,000 after the #AlamiLawanJerawat campaign on Instagram. In implementing the strategy, internal obstacles were found, namely inconsistencies in the implementation of the content schedule and external obstacles on the timeline production.

Using Social Media Marketing for Competitive Advantage

2018 ◽  
pp. 21-38 ◽  
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

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