An Impact Analysis of Social Media Strategy for a Customer Engagement of an Indonesian Pop Band (ADA Band)

by Rabekha Delia Angiani,Alva Erwin,Amin Soetomo,Maulahikmah Galinium
( Department of Engineering and Information Technology Faculty of Information Technology Swiss German University )

Date Published: 02 Dec 2013
Published In: Information Systems International Conference (ISICO)
Volume: 2013
Publisher: Departemen Sistem Informasi, Institut Teknologi Sepuluh Nopember
Language: id-ID

Keywords: Social media,Word of mouth,Viral marketing,Brand engagement,Customer engagement

Abstract

Social Media has been a supportive yet crucial marketing tool to help one's business grow larger by simply being a right medium to accommodate the costumer's critics, suggestions, and opinion about its products. This paper examines the application of 10 steps of Social Media Strategy to an Indonesian Pop Band: ADA Band to see a real time marketing effect which resulted to a customer engagement for a long term marketing impact. This research will conclude the study of Word of Mouth (WOM) effect, which happens through several Social Media such as Twitter and YouTube. The topics of tweets and YouTube videos are chose, made, and published. Then, the insight from the public conversation are gathered and processed to see the impact of each published Twitter and YouTube content. The whole steps are successfully proved from the achievement of significant increases in each given targeted metrics.


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