sampoerna schools system_content strategy
TRANSCRIPT
SAMPOERNASCHOOLSYSTEMSocial Media Campaign 2016
SOCIAL MEDIACONTENT STRATEGY
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Our Teaching ToolsFocusing the always-on communication on all about the
brand existence. communicating the message through anapproach that is interesting and relevant to our social
media users
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Channel Plans
Social Media Role
Content
• Brand Awareness• Engagement• Sustain• Website Traffic
• Brand Campaign Awareness (Tactical)
• Brand Awareness• Brand Personas• Engagement
Engage through content related to…
Engage through content related to…
Engage through content related to…
• Community• Product
information• Activity updates• FAQ about brand• Media updates• Web content
• Video Campaign• Tactical
• Community• Product
information• Activity update• Native Content
• Brand Awareness• Sustain• Website Traffic• Customer Care
Engage through content related to…
• Promotional • Mirroring• Greetings• Customer Care• Fast Update• Listen and Reply• Live Chat
Primary Supporting
The Quadrant
Always on Campaign
Planned
Unplanned
Events & Promotions
Editorial Plan
Admin support
What’s trending
CONTENT STRATEGYSOCIAL MEDIA
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SAMPOERNAACADEMYNow is the time, so let’s
#SECURETHEIRFUTURE
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Persona Tone
PurposeLanguage
ExpertFriendlyReliable
KindEmotionalPersonal
RemindAttractInvite
Simpleformal
Modern
ContentMessage
Framework
Sampoerna Academy
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Content Message & PillarSOCIAL MEDIA
Objective
Audience
User Motivation
Content Pillars
Inform, educate and persuade the digital audience about how best we are in developing their child
To be well educate about a better education options
Parents, SES A-B, Urban, Digital Savvy, edgy, Love entertainment, Socially Active
About Education Parenting Lifestyle
Content Mix 50% 30% 20%
100% Promotional Content
Regular Post FrequencySOCIAL MEDIA
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Quantity: - Low Volume - High Value
Post Type - News and Video (gif, animated video, etc)
Amount - 1 regular post/week - 2 news post/week - 1 Promotional Post/week
Quantity: - Low Volume - High Value
Post Type- News and Video (gif, animated video, etc)
Amount- 1 Regular post/week- 1 Promotional post/week
Quantity: - High Volume - Low Value
Post Type - News, Admin Support
Amount
- Unlimited Post/week
Post SampleSOCIAL MEDIA
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ALSampoerna.Academy Masa depan anak berawal dari impian mereka. Take that first step with your little one towards their dream and ensure a future for them that is filled with passion. #StartAtSampoerna #SecureTheirFuture
About Education
Invoking our target mums in emotional ways through an engaging content.Creating a clear message about how important choosing us as the only option to #SecureTheirFuture
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Parenting
Engage through their specific interest by inspiring them about parenting in our way.
Make them always listen to us because we know what best for their children.
Copy image:
Never let them be bored, even on relaxing weekends!
Sampoerna.Academy Setiap anak memiliki pola pikir yang berbeda. Ada yang cenderung berpikir lebih dengan otak kanan maupun sebaliknya. So, how do you know your child is a right-brained creative genius? Take a look! #SecureTheirFuture
Post SampleSOCIAL MEDIA
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Lifestyle
Copy image:
Never let them be bored, even on relaxing weekends!
Sampoerna.Academy Even parents need some time to hang out, right? Mari kunjungi tempat-tempat yang menarik untuk tumbuh kembang anak kita! #SecureTheirFuture
Understanding their informational needs and ensure that they will never be bored when visiting us through lifestyle content.
Creating a relevant content about lifestyle and knowledge to engage with mums and understanding their needs
Post SampleSOCIAL MEDIA
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SAMPOERNAUNIVERSITYIt’s time to follow
#PATHWAYTOUS
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Persona Tone
PurposeLanguage
SmartFriendly
Role Model
KindHumblePersonal
RemindAttractInvite
SimpleEdgy
Modern
ContentMessage
Framework
Sampoerna University
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Content Message & PillarSOCIAL MEDIA
Objective
Audience
User Motivation
Content Pillars
Inform, educate and persuade the digital audience about our path to US
To be well educate about a better education options
Male & Female, 14-18 Y.O, SES A-B, Urban, Digital Savvy, edgy, Love entertainment, Socially Active
About Educations Lifestyle & Friendship Trend
Content Mix 50% 30% 20%
100% Promotional Content
Regular Post FrequencySOCIAL MEDIA
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Quantity: - Low Volume - High Value
Post Type - News and Video (gif, animated video, etc)
Amount - 1 regular post/week - 2 news post/week - 1 Promotional Post/week
Quantity: - Low Volume - High Value
Post Type- News and Video (gif, animated video, etc)
Amount- 1 Regular post/week- 1 Promotional post/week
Quantity: - High Volume - Low Value
Post Type - News, Admin Support
Amount
- Unlimited Post/week
Post SampleSOCIAL MEDIA
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Even adults like to have some fun, especially when it comes to learning. Nowadays, education should be active and experimental where students can try and learn new things everyday. That’s how we do it. #PathwayToUS
About Education
Creating a clear message about the important it is to choose us as the only option to embrace the skills of the student and to lead them to a top grade US education.
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ALSampoerna.Academy Sampoerna University creates opportunities for students to discuss world issues with international peers. Our US standard and advanced curriculum can open doors to global knowledge and access. #PathwaytoUS
Lifestyle & Friendship
We aim to engage with the target audience in an emotional way though content that displays the lifestyle surrounding the students and peers of Sampoerna University
Post SampleSOCIAL MEDIA
Post SampleSOCIAL MEDIA
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Trends
Updating the target audience both students and parents about what is happening in the world and what is to come in the near future that could be useful for students in terms of preparation to become global professionals
Sampoerna.Academy Calling out all future STEAM professionals! Here are some of the global skills & jobs of the near future. So, embrace your skills with us at Sampoerna University. We strive to prepare you for international greatness! #PathwaytoUS
We will also be available to answer questions and concerns of the target audience. Our admin will answer the question max. 10 minutes after the questions are posted.
ADMIN SUPPORT
Content StrategyPlanned & Always On
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We will also be available to answer questions and concerns of the target audience. Our admin will answer the question max. 10 minutes after the questions are posted.
ADMIN SUPPORT
Content StrategyPlanned & Always On
SOCIAL MEDIA
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Description Example Public Response Internal Action
Green Light
Conversation between users that do not involve SSS team
Belajar di Sampoerna University bisa bikin cita-cita tercapai dan bisa
ngerasain belajar di US :)
Simple response, such as:“Thank You! ” N/A
Yellow Light
Questions regarding productknowledge
Hai, pendaftaran untuk pre-kindergarten di Sampoerna Academy dibuka kapan
sampai kapan ya?
Responding quickly, max 2 hours in a day and work hours.
“Hai, Untuk pendaftaran pre-kindergarten akan di buka mulai bulan Januari-Maret. Have a nice day :)”
Raise issueto Client
Red Light
Clearly negative or critical post that definitely requires a response both
publicly and individually.
Ini kenapa ya? Kok gue gak bisa isi KRS, padahal udah bayar :(
Responding quickly and carefully, max 4 hours in a day and work hours.
“Mohon maaf atas ketidaknyamanannya. Kami akan tanyakan pada bagian yang bersangkutan, bisa bantu kami dengan mengirimkan
NIK kamu melalui inbox?”If not resolved in social media, issue will be resolved by SSS
team.
Raise issueto Client
Spam Irrelevant or misleading links posted by fans.
Mau beli perlengkapan sekolah yang berkualitas? Follow aja IG kami di
@bestcoll :)Delete N/A
Response ManagementSOP for Social Media
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Sampoerna Academy
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Copy Image: A Creative Child is A Smart Child
Where: Sampoerna Academy AuditoriumWhen: September 25th 2016
Caption: Dengan stimulus yang tepat, kita bisa mengoptimalkan dan mengembangkan kreativitas anak sedini mungkin.
Seminar tentang “Membentuk Karakter Anak yang Kreatif” ini kami persembahkan spesial untuk Anda para orangtua yang peduli akan masa depan anak.
Segera hubungi 0813-3000-3002 untuk melakukan pendaftaran.
Dengan stimulus yang tepat, kita bisa mengoptimalkan dan mengembangkan kreativitas anak sedini mungkin. Seminar tentang “Membentuk Karakter Anak yang Kreatif” ini kami persembahkan spesial untuk Anda para orangtua yang peduli akan masa depan anak.Segera hubungi 0813-3000-3002 untuk melakukan pendaftaran.
Sample Boost Post Ads SOCIAL MEDIA
Siapa bilang engineering tidak dapat ikut berperan dalam Fashion? Sebagai designer dan engineers, team Fasionology dari Sampoerna University telah berhasil menggabungkan keindahan fashion dengan inovasi #ScienceAndTechnology 3D printing di Jakarta Fashion Week. Congrats, team! #SampoernaStars
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Post Sample AdsSOCIAL MEDIA
Ensuring our message land at the right place with the right audience
Sampoerna.Academy Di Sampoerna Academy kami selalu membimbing dan mengajarkan anak untuk belajar secara kolaboratif. When you learn more you will definitely achieve more! #StartAtSampoerna
Sampoerna.Academy n this era, we need to be prepared to become global professionals. Our advanced US curriculum and strategic partnership can take you all the way to a top grade US education. Let’s elevate education and take it up a notch. #TheSampoernaWay
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THANK YOU