Yohanes Widodo is a social media expert who teaches at Atma Jaya University in Yogyakarta, Indonesia. He has experience managing radio stations and founding an internet radio. The document discusses the importance of understanding context, objectives, communication approaches, content, resources, planning, and monitoring for effective social media management. It emphasizes building relationships with target audiences by understanding their interests and providing valuable content through various social media tools. The key is focusing on people, not just technology.

1. YOHANES WIDODO
@masboi
Pengelolaan Media Sosial
untuk Menjangkau Publik
Mastering Social Media:
PROGRAM STUDI ILMU KOMUNIKASI
UNIVERSITAS ATMA JAYA YOGYAKARTA

2. • Yohanes Widodo, S.Sos, M.Sc
• Masboi
• Ayah Anjelie dan Anjani.
• S1: Ilmu Komunikasi UAJY 1993-1999
• S2: Applied Communication Science,
Wageningen University, NL 07
• Station Manager Radio Sonora Palembang
1999-2007
• Salah satu Pendiri Radio Internet
www.radioppidunia.org
• Admin akun Komunitas.
• Dosen Komunikasi Massa da Digital, Prodi lmu
Komunikasi FISIP UAJY, sejak 4 Januari 2010.
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3. What is
Social
Media?
Websites and other online means of communication
that are used by large groups of people to share
information and to develop social and professional
contacts. Random House Dictionary, © Random House, Inc. 2015
Social Networking: Focus on how to be social, not to do social. - Joe Baer

4. Why is
Social
Media?

5. https://websindo.com/indonesia-digital-2019-internet/

6. https://websindo.com/indonesia-digital-2019-media-sosial/

7. Indonesia: The most social countries in the
world
Second largets global population on
Facebook

8. Social
Media
Specialist?

10. The 7 Drivers of
Social Media
Management
• Context
• Objectives
• 3 Ps of Communication
• Content
• Resources
• Planning
• Monitoring

11. Driver 1
Context
> Inside Analysis: Company
> Outside Analysis: Environment
• Competitors
• Target Audience
What is the context of the
story we want to tell?

12. THE INSIDE ANALYSIS: COMPANY
• Who are we?
• What knowledge do we have in-house?
• What content is already available or can
be created in-house?

13. THE OUTSIDE ANALYSIS: ENVIRONMENT
Target Audience:
• What distinguishes their mind-set?
• Where do they *e-mingle*?
• What needs and wants define them?
• What characteristics describe our consumer in
control?
Adapted from: The Tanning of America, Steve Stoute

14. Driver 2
Objectives
How many? How much? What else?
With metrics & Return of
Investment (RoI)
Margaret Francis suggests
“Measure strategy, not stuff.”

15. Brand Perception
Marketing Efficiency
Revenue Growth
Support Savings
...with these 4 kinds of applied metrics:
Margaret Francis

16. Corporate goals
Marketing goals
Communication goals
Set,
What do you want to get
from social networing?
Which
Result?
When?
Why?

17. Define Your
Objectives/
Goals
Corporate Objectives:
Provide basic direction for activities of an
organization in pursuit of its mission.
Marketing Objectives:
Sales-related objectives, such as market share,
sales revenues, volumes, ROI, etc.
Communication Objectives:
Awareness levels, perception, comprehension,
attitudes and overall degree of preference for
the brand.

18. ROI of Social Media
• It will result in a cost reduction.
• It will generate more revenue.
Olivier Blanchard
Why management would
allocate resources to
social media?

19. “Things happen
in sequence.”
OLIVIER BLANCHARD

20. > Investment
> Action
> Reaction
> Non-financial impact
> Financial impact measure ROI here

21. ...with these 4 kinds of
applied metrics:
> Brand Perception
> Marketing Efficiency
> Revenue Growth
> Support Savings
measure ROI
here
Margaret Francis

22. Define Your
Objectives/
Goals
Corporate Objectives:
Provide basic direction for activities of an
organization in pursuit of its mission.
Marketing Objectives:
Sales-related objectives, such as market
share, sales revenues, volumes, ROI, etc.
Communication Objectives:
Awareness levels, perception,
comprehension, attitudes and overall
degree of preference for the brand
measure ROI here!

23. Define Your Partners
It’s not necessairy your direct clients or
partners.
Who can help you?
Who can promote you?
Who can boost awareness?
Who loves you?
Who cares about you and/or your goal?

24. Their ‘Habitat’
• Which networks do they
use?
• Where it is easier to find or
contact them?
Find They (Your Partners) Live

25. What do They Love?
People do many things. Not only work.
• What are their favourite hobbies?
• Religious and politics view?
• Causes They care about?
• Sports? Music? Films? VIPs?
• Whatever

26. What can You GIVE to Them?
What can YOU do? Be realistic.
• How much time do you have?
• What budget?
• Do you have a team or are you
alone?
• WHAT can you do?
• How often?
• How long

27. Build Relationships
Make THEM love you
• Dialogue. Mention. Invite. Engage. Be open.
• Ask and answer. Help.
• Share nice things. Make others smile.
• Be polite. Be kind. Be generous.
• Be natural. Be true. Be credible.
• You’ll never manage to appear someone
you’re not.

28. No Mercy to
Bad&Useless
Smile. You are
designed to.

29. Driver 3
3-Ps
Internet content is static
Internet behavior is dynamic
Approach of Social Media
Communications
• PUSH
• PULL
• PROFILE

30. PUSH
Pushing out content to
the target audience
...and its three imperative adjectives:
• anticipated
• personal
• relevant

31. PULL
Target audience pulls
content on own initiative
• Actions to maximize the power of pull strategies:
• ❑ Provide good content
• ❑ Refresh it often
• ❑ Skip the flash (and Flash)
• ❑ Make it fast
• ❑ Help visitors navigate
• ❑ Optimize for various devices
• ❑ ...

32. Basing the brand’s pull
strategy on visibility is the
first step for the strategy
to be successful.

33. PROFILE
Develop
corporate image
and reputation

34. Think, Trust.
“The number one reason
why people don’t listen to
you is because they are
too busy listening to their
friends! The people they
trust.”
Tara Hunt, The Whuffie Factor

35. Think, Social Capital.
[=] the value of social
networks, bonding
similar people and
bridging between
diverse people, with
norms of reciprocity.
Dekker and Uslaner

36. Driver 4 Social Media Mix:
Content and Tools
create original content
and/or remix

37. https://www.economist.com/business/2012/05/12/pretty-profitable-parrots
For businesses, being good at copying is at least as
important as being innovative

38. 7 content
marketing tips
by Roger
Parker:
• Teach
• Focus
• Structure
• Efficient
• Consistent
• Personality
• Leverage

39. 3-M of Content
MAKE
MANAGE
MARKET
Achieve organic growth by regularly
creating consistent content.
Use 5 Ws Model:
Who/Where/What/How/When
It’s about teaching, not selling.
inform & educate
persuade
remind
maintain contact
Source: Service Marketing,
Module 11, Edinburgh
Business School
to do:

40. Applying
the right
tools
Source: Picture by douglaswray
http://instagr.am/p/nm695/

41. Applying
the right
tools
http://www.flickr.com/photos/bria
nsolis/2735401175/

43. Driver 5 Resources
Financial Resources
A budget for different activities has to be set-up and allocated,
if social media campaigns are to be successful.
Human Resources
Tasks concerning social media activities have to
be allocated to at least one manager in charge.
Hybrid positions are possible.

44. Driver 6 PLANNING & SCHEDULING
Planning the production of content
LEVEL vs CHASE strategy
• Level Strategy: Provide content on a regular basis.
• Chase Strategy: Allocate resources according to need
of situation.

45. Scheduling the production of
content
Always consider the online behavior of the target audience.

46. Driver 7 MONITORING
Use a
scorecard
to track
and
analyze
your
activities
Source: http://mike.schwede.ch/2012/05/15/social-media-analytics-3-scorecard-
en/

48. “SOCIAL MEDIA IS MORE ABOUT
RELATIONSHIPS, SOCIOLOGY AND
PSYCHOLOGY, NOT TECHNOLOGY.”
Brian
Solis

49. The essence of social media is
knowing your audience and engaging
them in something they love.
Molchanova Natalia

50. Thank you