use angkot
TRANSCRIPT
“Use Angkot” campaign
Syifa Alaina Maricar
Meanings
campaign to invite people
to use angkot, try to
overcome traffic-jam and
air pollution problems,
also find some ways to
make “angkot” working
well
SWOT Analysis
Strength
It can decrease traffic jam problem
It can decrease number of pollutant
It can decrease use of fuel
People could do many things in Angkot which they
can’t while driving their own vehicle.
Weakness
Angkot itself sometimes is the cause of traffic jam
SWOT Analysis (cont’d)
Opportunity
First Angkot campaign in Indonesia, so it could gain
more attract and awareness from people
I could use some meme pictures to gain attraction
I could make some programme using hashtag like
#7HariNaikAngkot , etc.
Threat
So many competitors who like their community much
and dislike Angkot, such as Lancer Evo community.
They probably have a powerful voice, and it will makes
me a bit difficult to ask them using Angkot.
Strategic Choice Arguments
S-O Strategy
I focused to tell people about how useful if we use
Angkot, also because it is the first campaign to ask
people use Angkot, I can use some strategies which
must be haven’t exist before.
STP and USP
Segmenting
Indonesian people who are seldom using Angkot
Targeting
Teenagers and adults who use their own vehicle
Positioning
Traffic-jam solver and environmentalist
USP Campaign “Use Angkot” and use meme pictures
and some unique hashtags
EXPECTATION
Behavior Against
One person one vehicle
Target
People who has their own vehicle
Main Objective = (every week, reach 500 people with 50 people engaged, 10 people participated with 2 people who are not always use Angkot use Angkot)
Pictures
Keep Calm and Naik Angkot, pictures in” 9gag (like “the moment when you use Angkot”), or maybe series
pictures such as comic.
Words
tweeting the benefits of use angkot, also what should we improve to make angkot work better on the road
Videos
1. Harlem shake in angkot version (stop motion),
2. Scenario 1 and Scenario 2
Campaign Media
1. Twitter
2. Youtube
3. Facebook Fan Page
4. Instagram
Quotes
Hashtag #naikangkot and
#ayonaikangkot
Tweet much in Wednesday, Thursday,
Saturday, and Sunday, at 7-8 am,
11am -1 pm, 8-11 pm.
Youtube
Video concept1. Harlem Shake versi angkot – stop motion
2. SCENARIO 1 + SCENARIO 2
Make the video
Upload
See the Viewers + likers
Facebook Fan Page & Instagram
Reach some people
to use Angkot
REALITY
InstagramObjective : Reach People and link to Twitter
Evaluation : Most of people who liked my pictures on instagram are not come from Indonesia. So, it didn’t reach my target. Also, difficult to measure how much people linked to the twitter account.
Action : Stop campaign via instagram
Facebook Fan PageObjective : Reach People and link to Twitter
Facebook Fan PageProgress :1. Created Facebook Fan Page on March 15th
2. Post some meme pictures, routes of Angkot, question about what color of Angkot do they like, what position do they like inside Angkot, etc.
3. Share the posts via my own FB account
Facebook Fan PageAnalysis
Facebook Fan PageAnalysis
Facebook Fan PageObjective : Reach People and link to Twitter
Facebook Fan Page
Facebook Fan Page
Facebook Fan Page
Facebook Fan Page
Accomplishment :
Every week reach more than 500 people Every week (except third week) engaged
more than 50 people Every week (except third week) have more
than 10 people who talked about my campaign.
Facebook Fan PageEvaluation :
People are highly attracted on pictures and questions
It is quiet difficult to get participation from people to use Angkot
It is quiet difficult to measure how much people linked to my Twitter
The more we posting, the more users we can reach and engage
Twitter Objective : Get participation from people I targetted (who are not always use Angkot) in using Angkot
TwitterProgress :1. Created @angkotIndonesia and get suspended because
of approaching many people tweet about “angkot”2. Created new twitter account named @angkotIndo3. Tweet about positive impact of using Angkot, routes
information, and meme pictures. Sometimes approach person who tweet about “angkot” or “macet”, etc.
4. Created challenge named #7HariNaikAngkot #WeekendAngkot #SundayAngkotFriend
5. Mentioning @ridwankamil @angkotersBDG @BCCF_BDG @infoBandung @infobdg etc
6. Following people who followed me, also reply their tweet on me.
#weekendAngkot
First, I try to attract people join #weekendAngkotby giving them phone credit of IDR20.000. There are2 people join this.
#weekendAngkot
#weekendAngkot
The next weekend, I try to make #weekendAngkotagain, without gave money prize, just state that forwhom join this, their photos will be included intoAngkot Indonesia icon. Then, 3 people joined.
#7HariNaikAngkot
Started from 28-03-13 until 03-04-13First to second day share pictures inside Angkot and givecomments about Angkot they used. Third day used for sharingabout people around them inside Angkot. Fourth day is forsharing to us about the Angkot driver. Fifth to Seventh day
used for asking friends of them who are usuallydrive car/motorcycle to use Angkot. The winnerswill be the icon of Twitter and coverpage on FB
#7HariNaikAngkotPeople join this #7HariNaikAngkot :
AND SO ON...
#7HariNaikAngkot2 people join this challenge from DAY1-DAY7 (I gave
them reward in form of Frequent Angkot User Greeting Card)
Around 40 people join this game and the hashtag
Retweeted by several communities and famous person in
Bandung, such as Ridwan
Kamil, BCCF_Bdg, infoBandung, bike communities, etc.
2 people who are not always using Angkot become using
Angkot because of this game
#SundayAngkotFriend
This hashtag aimed to ask friend of followers
who are seldom using Angkot to use
Angkot, at least on Sunday. Some people
finally use Angkot on Sunday.
#SundayAngkotFriend
Other People who try to use Angkot
Twitter Analysis based on tweetlevel :
Twitter Analysis based on tweetgrader :
Twitter Geography Analysis :
Twitter Influences Tweeter
Twitter Time Analysis
Twitter Word Cloud
Big AccomplishmentsRetweeted by BCCF_Bdg, Ridwan Kamil, infoBandung, RASEFM and
Bike To Work Bandung which make my account being retweeted by
others and the account is being followed.
Big AccomplishmentsBeing asked to collaborate, creating AngkotDay at June by @risetindie
Big AccomplishmentsInterviewed by RASEFM radio station about #7HariNaikAngkot
General EvaluationTo get more followers and attraction, we still have to apply 3I
theory, Identity, Interesting, and Interaction. We should
brand ourself, give obvious information about the
identity, interesting contents such as interesting
hashtags, meme pictures, also interact with your
followers, follow them back and reply what they are talking to
you.
We have to analyze first about our USP, STP, and SWOT
before making the strategy. It will help us more in getting the
best strategy, such as collaborating strength and opportunity to
be the strategy.
General Evaluation (cont’d)We have to clearly define the role of every media we use, such
as different function of Facebook and Twitter, to make our
campaign focus based on its roles.
AISAS model can also applied. Such as get attention by
posting meme pictures, Angkot routes. If people interest, they
will click like button on FB, and if they interest more, they will
click link you gave (search). Then, maybe their action is like
your page, follow your twitter, and they will share and retweet
your informations.
General Evaluation (cont’d)Timing is also important. When we tweet on day or hour that
people are likely using twitter, it will help your informations
being read.
The theory of being retweeted by famous person or
organization also proven in my campaign, that at that
time, there will be many people attract at our campaign.
More followers we have, make us more popular and being
followed by others. More retweeted we gained, more trusted
our account is to be followed and retweeted again.
Meme Pictures I posted
> Thanks to Pak Budi, Kak Ika, and all of students in ISM class who already help me much, giving suggestions, help in following and retweet tweets from @angkotIndo, etc.
> Sorry for some mistakes I’ve probably made
Thank You