1. Akreditasi Internasional
International Accreditation
Akreditasi Nasional
National Accreditation
‘A’
MARKETING
MANAGEMENT

2. Fakultas Ekonomi dan Bisnis
School Economics and Business
2 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
VISI, MISI Magister Manajemen
2
VISI
MISI
“Menjadi program studi Magister Manajemen berbasis teknologi informasi dan
komunikasi (TIK) yang unggul di Asia Tenggara pada tahun 2022”
Menumbuhkembangkan pemimpin, manajer dan peneliti yang unggul di Asia
Tenggara melalui pengajaran, penelitian dan pengabdian masyarakat dengan
memanfaatkan jejaring dan kapabilitas pemangku kepentingan yang kami
miliki di industri teknologi informasi dan komunikasi (TIK)

3. Fakultas Ekonomi dan Bisnis
School Economics and Business
3 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Topic 13
Value Communication : Social Media Marketing
Akreditasi Internasional
International Accreditation
Akreditasi Nasional
National Accreditation
‘A’

4. Fakultas Ekonomi dan Bisnis
School Economics and Business
4 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Capaian Bahasan
Kuis / Latihan
Pustaka
Link
Pokok Bahasan
Video Animasi
Kesimpulan

5. Fakultas Ekonomi dan Bisnis
School Economics and Business
5 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Objectives
1. Define social media and distinguish between social media
platforms and social media tools.
2. Describe the ways in which consumers and businesses use social
media for their buying decisions.
3. Outline the elements of a written social media marketing plan.
4. Discuss the importance of setting goals and developing strategies,
including targeting an audience, for a social media marketing initiative.
5. Identify the qualities of effective social media content and the rules of
engagement with social media.
6. Describe the different means of monitoring, measuring, and managing
the social media marketing campaign.
7. Discuss the ethical and legal issues encountered by marketers in
social media marketing.
8. Identify the different types of positions in social media marketing,
and outline tips for landing an entry-level job.
5

6. Fakultas Ekonomi dan Bisnis
School Economics and Business
6 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media
 Different forms of electronic communication
through which users can create online
communities to exchange:
 Information
 Ideas
 Messages
 Other content such as videos or music
6

7. Fakultas Ekonomi dan Bisnis
School Economics and Business
7 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Categories of Social Media
 Social media platform – Type of software or
technology that allows users to build,
integrate, or facilitate a community, interaction
among users, and user-generated content
 Social media tool – Enables users to
communicate with each other online
7

8. Fakultas Ekonomi dan Bisnis
School Economics and Business
8 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media Platforms
 Act as a home base for an online community
 To access the conversations held there, users
must become members
 Social networking sites – Websites that provide
virtual communities for people to:
 Share daily activities
 Post opinions on various topics
 Increase their circle of online friends, and more
8

9. Fakultas Ekonomi dan Bisnis
School Economics and Business
9 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media Platforms
 Bookmarking sites – These give people a place
to save, organize, and manage links to:
 Websites
 Other resources on the Internet
 Social news sites – People post news items or
links to outside articles on such sites, then vote
on which postings get the most prominent
display—and viewed by the most readers
9

10. Fakultas Ekonomi dan Bisnis
School Economics and Business
10 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media Platforms
 Online forums – Members hold conversations
by posting messages
 Blogging sites – Blog postings and comments
are attached to such sites and typically focus
on specific topics
 Microblogs – Subscribers get a steady stream
of brief updates from anyone ranging from a
high-school friend to a celebrity
10

11. Fakultas Ekonomi dan Bisnis
School Economics and Business
11 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media Tools
 These make the conversation happen
 Services like YouTube and Flickr allow people
to upload and share media such as photos and
videos
 Some videos have gone viral and shot their makers to
fame
 Marketers realize that a viral video can translate to a
jump in demand—and sales—for their products
11

12. Fakultas Ekonomi dan Bisnis
School Economics and Business
12 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media Tools
 Blogging allows people to communicate in greater
detail than microblogging does
 Marketers use blog postings to:
• Educate consumers and business customers about new
products
• Ask for feedback about particular goods and services
• Notify the public about social responsibility initiatives
• Manage public relations crises
12

13. Fakultas Ekonomi dan Bisnis
School Economics and Business
13 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media Tools
 Companies may
• Designate certain staff members as bloggers
• Hire professional bloggers either in-house or on a
consulting basis
 Microblogging offers short bursts of news
 App – Short for application, it is a free or paid
software download that links users to a wide range
of goods and services, media and text content,
social media platforms, search engines, and the like
13

14. Fakultas Ekonomi dan Bisnis
School Economics and Business
14 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
App
 Marketers
• Know that potential and existing customers use all kinds of
apps, and they want to tap into the opportunities created
by this phenomenon
• Must find ways to identify the apps that will support the
goals of their social media marketing efforts
• Need to choose the ones that reach and attract their target
audience and influence consumers to make decisions in
favor of their goods and services
14

15. Fakultas Ekonomi dan Bisnis
School Economics and Business
15 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
QR Codes
 Short for quick response codes
 Two-dimensional bar codes that can be read by
some mobile phones with cameras
 Information contained in the code is shared
with the user
 Might lead to a video, give details about a product, or
offer a coupon
15

16. Fakultas Ekonomi dan Bisnis
School Economics and Business
16 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Why Should Marketers Turn to Social Media?
 Social media has quickly grown to be an
important tool for marketers to:
 Build relationships with customers
 Strengthen brands
 Launch new products
 Enter new markets
 Boost sales
16

17. Fakultas Ekonomi dan Bisnis
School Economics and Business
17 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Why Should Marketers Turn to Social Media?
 Consumers are connecting with retailers,
restaurants, travel and entertainment firms,
financial companies, and other businesses via
social media
 The messages conveyed via social media wield
substantial power
17

18. Fakultas Ekonomi dan Bisnis
School Economics and Business
18 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Social Media Marketing (SMM)
 Uses social media portals to create a positive
influence on consumers or business customers
toward an organization’s:
 Brand
 Goods and services
 Public image
 Website
18

19. Fakultas Ekonomi dan Bisnis
School Economics and Business
19 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Why Should Marketers Turn to Social Media?
 Marketers generally view the goal of social
media marketing as developing a conversation
with potential customers, resulting in a:
 Purchase
 Subscription to an email newsletter
 Registration in an online community
 Participation in an event
19

20. Fakultas Ekonomi dan Bisnis
School Economics and Business
20 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Why Should Marketers Turn to Social Media?
 Not-for-profit organizations create social
media marketing campaigns to expand their
reach
 SMM contains three essential features:
 It creates a buzz
 It creates ways for customers or fans to engage in
conversations with ach other and the organization
 It allows customers to promote the firm’s messages
themselves
20

21. Fakultas Ekonomi dan Bisnis
School Economics and Business
21 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Consumer Behavior
 Shoppers who shop with search engines do so
because these provide the greatest amount of
information about products and companies
 Search engines help with comparison
shopping, particularly when it comes to price
21

22. Fakultas Ekonomi dan Bisnis
School Economics and Business
22 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Consumer Behavior
 Consumers rely on the communities created by
social media for their buying decisions in
order to:
 Learn about new goods and services
 Conduct research and share information
 Make final purchase decisions
22

23. Fakultas Ekonomi dan Bisnis
School Economics and Business
23 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Business Behavior
 Businesses use social media to build
relationships, including partnerships with
other companies
23

24. Fakultas Ekonomi dan Bisnis
School Economics and Business
24 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Not-for-Profit Organizations
 Use social media to:
 Market themselves
 Generate donations or other types of funding
 Spur action
 Promote an event
 Educate the public
 Encourage and showcase partnerships with other
organizations
24

25. Fakultas Ekonomi dan Bisnis
School Economics and Business
25 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Creating a Social Media Marketing Plan
 Effective social media marketing requires:
• Setting goals
• Developing strategies to reach a target audience
▮ Social media marketing (SMM) plan – Formal
document that identifies and describes goals
and strategies, targeted audience, budget, and
implementation methods as well as tactics for
monitoring, measuring, and managing the
SMM effort
25

26. Fakultas Ekonomi dan Bisnis
School Economics and Business
26 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Creating a Social Media Marketing Plan
 A well-written plan contains clear, concise
prose that covers the salient points and
answers anticipated questions
 Most SMM plans contain:
 An executive summary
 A brief overview
 Analysis of the competition
 The body of the plan
26

27. Fakultas Ekonomi dan Bisnis
School Economics and Business
27 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Goals and Strategies of a Social Media Marketing Plan
 SMM actively solicits the audience’s
participation in the message
 Successful SMM efforts require the audience’s
trust
 Phases of developing an SMM campaign
 Set goals
 Target the audience
 Develop strategies
27

28. Fakultas Ekonomi dan Bisnis
School Economics and Business
28 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Goals and Strategies of a Social Media Marketing Plan
 Produce content
 Implement the plan
 Monitor
 Measure
 Social media is helpful for connecting with
influencers
 Influencers – Individuals with the capability of affecting
the opinions or actions of others
28

29. Fakultas Ekonomi dan Bisnis
School Economics and Business
29 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Figure 4.3 - Cycle of Social Media Marketing
29

30. Fakultas Ekonomi dan Bisnis
School Economics and Business
30 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Rules of Engagement for Social Marketing
 Follow rules and guidelines
 Use social media channels as they were
intended
 Think before posting—or deleting
30

31. Fakultas Ekonomi dan Bisnis
School Economics and Business
31 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Figure 4.4 - Social Media Measuring
31

32. Fakultas Ekonomi dan Bisnis
School Economics and Business
32 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Managing
 Managing a social media marketing campaign
or a company’s overall social media efforts
requires skill, expertise, and understanding of
the company’s:
 Brand
 Competitors
 Social media environment
32

33. Fakultas Ekonomi dan Bisnis
School Economics and Business
33 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Managing
 This means:
 Maintaining a grasp on the success or failure of previous
strategies, knowledge of the benefits and drawbacks of
the different social media platforms and tools, and an
ability to interpret data without losing sight of the
overall goal
 Being flexible enough to change tactics when necessary
to avert or minimize a crisis
33

34. Fakultas Ekonomi dan Bisnis
School Economics and Business
34 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Ethical and Legal Issues
 Social media marketers face ethical and legal
issues, such as:
 Privacy
 Accountability
 Well-written social media policies are:
 Consistent with a firm’s organizational culture and
values
 Explain why employees should take certain steps or
actions or avoid them
34

35. Fakultas Ekonomi dan Bisnis
School Economics and Business
35 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Ethical and Legal Issues
• Broad enough to cover the major points, but brief enough
to fit onto two pages
• Linked to other relevant company policies and guidelines
 Postings, ads, comments, and even images come
under intense scrutiny and must be checked for:
• Accuracy
• Fair and realistic claims or promises
• Balance and objectivity
35

36. Fakultas Ekonomi dan Bisnis
School Economics and Business
36 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Ethical and Legal Issues
 Potential for misinterpretation
 Marketers must:
 Not distribute any personal information without
consent
 Be vigilant about confidentiality
 When mistakes happen, smart social media
marketers:
 Take action to solve the problem or resolve the issue
36

37. Fakultas Ekonomi dan Bisnis
School Economics and Business
37 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Ethical and Legal Issues
 Acknowledge the problem and take responsibility for it
 Communicate with the right people, via the most
relevant channels
 Promise to take steps necessary to correct the situation
 Implement the agreed-upon changes or make other
concessions
 Evaluate ways to avoid similar problems in the future
37

38. Fakultas Ekonomi dan Bisnis
School Economics and Business
38 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Figure 4.5 - Job Titles in Social Media Marketing
38

39. Fakultas Ekonomi dan Bisnis
School Economics and Business
39 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Types of Jobs
 Social media marketing manager or digital
marketing manager
 Social media strategist
 Brand manager
 Online community manager
 Influencer relations
 Social media specialist
 Social media analytics
39

40. Fakultas Ekonomi dan Bisnis
School Economics and Business
40 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Types of Jobs
 Social media design
 Social media developer
 Content programmer
 Blogger or copywriter
40

41. Fakultas Ekonomi dan Bisnis
School Economics and Business
41 Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Tips for Landing a Job in Social Media Marketing
 Land an internship
 Take online courses that teach social media
marketing skills
 Highlight your own online social profile
 Point out your personality
41

42. Fakultas Ekonomi dan Bisnis
School Economics and Business
Creating the great business leaders
Term to know
.

43. Fakultas Ekonomi dan Bisnis
School Economics and Business
Creating the great business leaders
©2014 Cengage Learning All Rights Reserved.
Reference
Buku Utama:
1. Boone, Louis E and David L Kurtz, 2014, Contemporary Marketing, 17th Edition,
Cengage Learning
2. Solomon, Michael R, Greg W Marshal, and Elnora W Stuart, (2018), Marketing:
Real people, Real Choices, 9th Edition, Pearson Education; US
3. Kotler, Philip dan Kevin Lane Keller, (2016). Marketing Management. 15th
Global Edition. Pearson Education: Edinburgh Gate
Buku Tambahan:
1. Frost, Raymond, Alexa K Fox and Judy Strauss, (2019). e-Marketing, 8th Ed.,
Routledge, New York
2. Chaffey, Dave and Ellis-Chadwk, Flona (2015). Digital Marketing, Strategy
Implementation and Practice, 6th Edition. Pearson Education : Edinburgh Gate

44. We must create new leaves, new directions, in order to grow.
Fakultas Ekonomi dan Bisnis
School Economics and Business
Creating the great business leaders
THANK YOU
Pamm.tebs2@gmail.com @mm.telkomuniversity