SOCIAL MEDIA

CAMPAIGN
STRATEGY

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Background
This presentation would like to
explore about finding creative
ways to stand out on social
platforms and to deliver relevant
information about Mitra
Keluarga to our target audience.
Objectives
Creating Engagement Rate (ER) by 2%
every month & increasing followers

Creating Engagement Rate (ER) by 2%

every month & increasing followers

Increasing followers & coming up to be

FYP by 2 videos per month

Uploading 2 videos per month

consistently

Get 4.0 ratings consistently per month

Table of Content
Mitra Keluarga’s Social Creatives, Activities,
Room for Improvement &
Media Current and Visual
The Ideation
Performances Implementation

Mitra Keluarga’s
Communication
Competitors Social Budget Allocation &
Research and Campaign
Media Current Timeline
Strategy
Performances

Audiences Segmentation Content Pillars and

& Profile Composition Strategy
Our Social Media
Trends &
Performances

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Instagram TikTok
@mitrakeluarga @mitrakeluargaofficial
Followers: ± 77,200 Followers: ± 12,400

Engagement Rates: 0.46% Engagement Rates: 4.73%

Avg. Eng. per Post: 325 Avg. Eng. per Post: 72

Like Rates: 0.44% Like Rates: 4.59%

Avg. Likes per Post: 312 Avg. Likes per Post: 70

Comment Rates: 0.02% Comment Rates: 0.14%

Avg. Comment per Post: 13 Avg. Comment per Post: 2

Avg. Posts per Day: 1 Avg. Posts per Day: 0.6

Avg. Posts per Week: 7 Avg. Posts per Week: 4.2

Hashtag Most Used: Hashtag Most Used:

#MitraKeluarga #SahabatMIKA #MitraKeluarga
#MyMIKA #LoveLifeLaughter #Virus

source: analisa.io (july 2023)

Facebook YouTube
Mitra Keluarga Mitra Keluarga
Followers: ± 36,000 Subscribers: ± 18,100
Likes: ± 35,000 Views: 4,960,394

Engagement Rates: 0.46% Engagement Rates: –

Avg. Eng. per Post: 325 Avg. Eng. per Post: –

Like Rates: 0.44% Like Rates: –

Avg. Likes per Post: 312 Avg. Likes per Post: –

Comment Rates: 0.02% Comment Rates: –

Avg. Comment per Post: 13 Avg. Comment per Post: –

Avg. Posts per Day: 1 Avg. Posts per Day: –

Avg. Posts per Week: 7 Avg. Posts per Week: –

Hashtag Most Used: Hashtag Most Used: –

#MitraKeluarga #SahabatMIKA
#MyMIKA

source: analisa.io (july 2023)

 Let’s Take A Look! What We’ve Done…

Social Media Content Activities Persona

Currently we already convert our We held gamification, giveaway, Oftentimes, our contents show
communication to and figures involvement an urban family centric
family-based activities mostly on IG.

Videos and carousel always Activities are the highest Now we have to convert to the
become the best performing contributor to engagement shifting TA which is Young
content. and followers growth. Progressive Family
How About Our
Competitors?

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Instagram TikTok
@rspondokindah @--
Followers: ± 105,000 Followers: –

Engagement Rates: 0.72% Engagement Rates: –

Avg. Eng. per Post: 524 Avg. Eng. per Post: –

Like Rates: 0.6% Like Rates: –

Avg. Likes per Post: 435
Has No Avg. Likes per Post: –
TikTok
Comment Rates: 0.12% Comment Rates: –
Avg. Comment per Post: 89 Avg. Comment per Post: –

Avg. Posts per Day: 0.18 Avg. Posts per Day: –

Avg. Posts per Week: 1.25 Avg. Posts per Week: –

Hashtag Most Used: #RSPI Hashtag Most Used: –

#RSPondokIndah #Epilepsi

source: analisa.io (july 2023)

RS Pondok Indah’s
Content Analysis
Content composition:
- Informative & relevant
- Gen-Z & Millennials friendly
- Collaborative

Trends: RSPI tends to be always adjusted

to current trend, focus with brand image.

Content most engaged:

- Video collaboration content
- Video informative with medic

source: analisa.io (july 2023)

Instagram TikTok
@siloamhospitals @siloamhospitalsgroup
Followers: ± 121,000 Followers: ± 10

Engagement Rates: 0.47% Engagement Rates: 44.44%

Avg. Eng. per Post: 452 Avg. Eng. per Post: 3

Like Rates: 0.46% Like Rates: 33.33%

Avg. Likes per Post: 446 Avg. Likes per Post: 2

Comment Rates: 0.01% Comment Rates: 11.11%

Avg. Comment per Post: 6 Avg. Comment per Post: 1

Avg. Posts per Day: 0.39 Avg. Posts per Day: 1

Avg. Posts per Week: 2.71 Avg. Posts per Week: 5

Hashtag Most Used: Hashtag Most Used:

#SiloamHospitals #siloamhospitals
#HealthcareExcellence #bersamasiloam #fyp
#BersamaSiloam

source: analisa.io (july 2023)

RS Siloam’s
Content Analysis
Content composition:
- Engaging & interactive
- Related to marketing activities
- Informative

Trends: Up-to-date with current news,

products oriented

Content most engaged:

- Video dramatic (talent) content
- Video informative with medic

source: analisa.io (july 2023)

 Comparing to Mitra Keluarga

rs siloam (scores 75 on average) Numbers represent search interest relative to the highest
point on the chart for the given Indonesia region and past 12
rs mitra keluarga (scores 58 on average) months (Jun 2022 - Jun 2023). A value of 100 is the peak
popularity for the term. A value of 50 means that the term is
rs pondok indah (scores 21 on average) half as popular.

source: Google Trend

How That Our
Audiences
Understand?

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 Audiences Profile

Demographics Psychographics Geographics Challenge & Goals

➔ 16 - 55 years old ➔ Likes knowing ➔ Big cities within ➔ Increasing social

about up-to-date to Indonesia media engagement
➔ 50% male & 50% health news to conversion
female ➔ Located in Mitra
➔ Long distance Keluarga’s ➔ Expand new social
➔ Middle society family relationship branches platforms
➔ Internet & social ➔ Engaging with ➔ Acquire more
media users social community users (visiting)
Why Should Involve Gen-Z and Millennials?

The results of the 2020 Population

Census noted that the majority of
Indonesia's population is Generation
Z (Gen Z) and Millennials.

The proportion of Gen Z is 27.94%

and Millennials at 25.87% from the
total 270.2 million population of this
country.

Source: Databoks (2022) retrieved by

Sensus Penduduk 2020
 Audience’s Behavior Referring to Internet Exploration

Search Engine [51.3%]

GEN-Z
Social Network [53.2%]

Search Engine [51.8%]

MILLENNIAL
Social Network [45.3%]

Search Engine [58.5%]

BOOMERS
Social Network [31.6%]

Indeed, Gen Z internet users are now more likely to start their brand research on social networks
than they are to turn to a search engine, and trends suggest that this will soon be the case for
younger Millennials too.

Percentage of internet users aged 16 to 64 that uses each kind of tool or platform for online search
GWI (Q3 2021)
 When Brand Post on Social Media, What Types of Content Are Most Memorable? (Top 5)

Funny and Entertaining 49%

Relatable (Riding Moments) 36%

Reflective with Brand Values 30%

Educational / Informational 29%

Products Showcase 29%

HubSpot Blog Research, Consumer Trends Report Global Survey of 600+ Consumers in Jan 2023
What People Say from Social Media
 How About from The Internet?

Based on Answer Socrates

1. mitra keluarga bisa bpjs
2. mitra keluarga terdekat
3. mitra keluarga atau siloam
4. mitra keluarga dimana saja
5. mitra keluarga serpong

Based on Google Trend

1. rumah sakit mitra keluarga depok
2. siakad mitra keluarga
3. rs mitra keluarga gading serpong
4. mitra keluarga slawi
5. eka hospital cibubur
Room for
Improvement and
The Ideation

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 What we have done What we’re missing

✔ Product & campaign centric contents ▢ Further tap into our shifting audience’s context

✔ Giveaway & promotional updates ▢ Riding on current trends

✔ Interactive contents ▢ Explore in intriguing video-based content

CONTENT CREATION IMPROVEMENT

 Room for Improvement

01 Find Right 03 Collaboration

Keywords
Get relevance to search Find customers & figures
results to get massive attention

Hook, Fun, & Product Values &

Engaged USPs
Strive to acquire initial It’s composed of persona
interaction and values
02 04
 The Idea Why It Works?

Always reflective to our brand’s Gaining the attention from

values to stand out the products audiences
Create a collaboration post and
Audiences will be always curious
more videos & carousel due to
what is going on
social media current algorithm
Showcasing the product in a way When product is show up, it will get
to comedy visual-based content more spreading

How People Can Reach? Next Steps

Through their social media, Maintaining the hype of our stories

everybody can involve whenever with sustainability campaign
they want
Keep collaborating with figures to
Our audiences also get aware of scatter the empathy in the context
our presence through the story of happy
Communication
Research and
Campaign
Strategy

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Mitra Keluarga is Life,
Love, and Laughter
Mitra Keluarga will be represent
likened to a house that contains
live of its inhabitants who are full
of love and happiness. So, we
don’t want to be missing a
critical thing - treating customers
to feel like being at home.
We have asked to audience represents - what “feeling
like home” in their perception, and (fast forward) it
could be…
➱ Home feels like a comfortable and calm
➱ Home feels like safe place from all sorts of dangers
➱ Home feels like a place to unwind
➱ Home feels like do what I like the most without worrying about anything
➱ Home feels like a silence place
 First, let’s take a look at the
definition of feeling like home
so we’re all on the same page
According to our audiences’ perception, there are
conclusions attached to feel at home:
everyone like being at home

How that definition would

be related to our
products?
FILL THE DISTANCE with FEELING LIKE HOME
What’s the point of it all? Does it even make a difference in their lives? We conclude that feel like home does
have a pretty important role in our lives, and it can have a huge impact on the way we live our lives

#BerasaKeluarga
#BerasaKeluarga is one of the selected terms that we have a feeling it fits to our message for audiences,
who wants to improve mood and enjoyment while the patient coming to the Mitra Keluarga.
 Communication Strategy

Current Problem: Solutions: Digital Activities:

How to create massive exposure? Create an intriguing video

content through our social media
Aim to increase more
interactions! Owned Digital Assets:
Consistently sharing a fun-story
YouTube Video
to increase engagement
What if acquiring more new Instagram; Facebook; TikTok
users/customers?
Get collaboration with customers
How to take existing customer’s and public figures to get massive
Brand Values | Intriguing Video | Key
relationship? Opinion Customers awareness
boost up w/ digital paid advertising & run SEO

Regular Content (Post) Feature Content (Story & Reel)

Content Pillars
and Composition
Strategy

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 #BerasaKeluarga
Increasing the awareness Getting consistent interaction Standing out with people
of health issues through our channels satisfaction

views unique-visitors key-customers

 #BerasaKeluarga
Communicates to our audience that they can trust Mitra Keluarga as a #Keluarga for them.

Content Pillar

Brand’s Values Reflection Educational / Informational Fun & Interactive

Product focused content to make audience have better Educational content related to health from Expert Leaders to Create an engaging content to our audiences to build fun
understanding about Mitra Keluarga help audience have better understanding about the product. communication.

Product SKU & USP UGC (Recco & Happy User)

Tips & Trivia

Campaign Highlight QnA

Trends/Daily Intakes
Promo & Events Conversational/Activities

Content Output
Infographic Microblog Animated/GIF Still Image

Carousel Video Interactive Stories Gamification

Content Funnels
Awareness Consideration Engagement

Collaboration, Product Information Social Media Paid Advertising Audience Involvement

 Engagement & Information spread, Engagement &
Objective Raising awareness interaction, video hub interaction
maintaining loyalty

Relevant content, Deliver product value

Product related Product related
entertainment and through entertaining
Content Types content, boost
games, product and informative
content,
required entertainment
related content content

Tips, trivia, trend, Product, trend jump Product,

Product highlights,
Implementation promos, etc UGC, activity in, selling entertainment,
conversion, education
entertainment

Static 5% Static 5% Static 0% Static 0%

Treatment
Videos 15% Videos 15% Videos 60% Videos 100%
Composition Animated 80% Animated 80% Animated 40% Animated 0%
 Ways to Grow Our Social Platforms

Social Distribution Followers / Community

Brand sharing our digital content

on our channels

Paid Advertising

get more reach

Social Amplification Key Opinion Customers

Regular and
Share content through organic or deep review of products feature
paid engagement, within social content on our
marketing channels thereby social media
increasing your word-of-mouth Interactive Video
exposure
create an entertainment solution
products video regularly
 Why Using Videos Format
More Often?
Instagram Reels have been shown to
increase engagement by 22%
compared to regular videos, and Meta also
indicates that 675.3 million users can be
reached with ads on Instagram Reels.
source: technometer (instagram stats q2)

Instagram is also doubling down on video content, which

tracks with user trends - 66% of consumers find
short-form video content to be the most engaging, a
50% increase from 2020.
source: sprout social (2023)
Creatives,
Activities, and
Visual
Implementation

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Look & Feel
Recommendation
This is intended to bring our visual
consistency and image identity. Selected
color refers to our brand identity,
regardless to our current condition.

1. We bring positive, energetic, and

fresh ambiance
2. More relevant to our color identity
 Look & Feel Recommendation

Before After
Hook
Storytelling
Instagram
Start from Q&A moment, a
#BerasaKeluarga story-content
would contain a story that has
relevance to our values.
 Mockup Content Instagram (Carousel)

Caption:

Ngapain sih, masi mikirin dia? Pasti #SahabatMIKA pernah kan, kelamaan nggak bisa tidur? Hem, jangan-jangan
kamu mengidap INSOMNIA tuh? #BerasaKeluarga
Cover

Mockup Content
Instagram (Animated)
Caption:

Hai #SahabatMIKA!

Khawatir kan, anaknya belum tumbuh sesuai perkiraan?

Yuk, cepetan evaluasi sedini mungkin! Daripada nyesel,
ngeliat anak telat bicara.

Konsultasikan aja ke #MitraKeluarga bersama Dokter

Spesialis Anak - Konsultan Tumbuh Kembang!

#BerasaKeluarga

click HERE for the video

Mockup Content TikTok (Video)
Caption:

Berat Badan (BB) berlebih emang

ngeganggu banget yah, Sahabat MIKA.
Mau solusi? Yuk, simak video berikut!
#BerasaKeluarga

click HERE for the video

 Mockup Content YouTube (Reference)

Q&A Daily Activities

click HERE for click HERE for

the video the video

click HERE for click HERE for

the video the video
Social Media Content Activities
Create a branded hashtag:
1 #BerasaKeluarga
● Place the hashtag in bio, so that it’s easily
visible to anyone visiting our profile.
● Unique-selling point focus.

Create a brand authenticity:

2 Genuine Experiences
● Collaborate with hyperlocal influencers.
● Tap into social movements with
#BerasaKeluarga
Regular Content Activities

1. Referring to The Asian Parent (2022) report,

sharing about family/parenting tips becoming
popular nowadays. Therefore, we’ll be making
a plan to create TIPIS (Tips Tiap Kamis).

2. Referring to the similar source, our audiences

still have an excitement when we share a
something’s free. So, we also make a plan to
build our engagement with a contest - then,
we’ll call it as #JumAd (Jumat Adahadiah).

3. Why Friday? According to the Instagram global

engagement survey, retrieved from Influencer
MarketingHub (2022) shows that Friday and
Wednesday have the highest engagement
result.
Collected Giveaways through Collaboration Post

One user creates the post and then invites the other
to be listed as a collaborator. Once, accepted, the
post will appear under both users’ account.

Main reasons:

Discoverability Engagement

We will find users interact with our content easier.

This because of Collab Post appear in two places
at once, also comments, likes, and shares will be
shared as well.

example
Influencers Collaborative Content

Involving all promotion activities

through social media:

1. Digital (social media)

promotion with our campaign
Instagram Story & Feed

2. Seasonal promotion (e.g.

Ramadhan, Independence
Day, Natal, End Year, etc.)
Instagram Story & Feed
 Who Will Get Involved and Its Proportion?

micro-targeting community/micro-influencers
Lifestyle, Entertainment, and/or Family 85%

small-targeting
Lifestyle, Entertainment, and/or Family
macro-influencers

middle up-targeting 10%

Auto / Car Enthusiast, Family Oriented, and/or Lifestyle

wide-targeting mega-influencers
Auto / Car Enthusiast, Family Oriented, and/or Lifestyle 5%
 List of Our Influencers

@dr.yessicatania @andrew.white._ @rayhanprayoga @guesehat

Engagement Rate Engagement Rate Engagement Rate Engagement Rate

0.41% 1.90% 1.64% 0.61%
Potential Reach Potential Reach Potential Reach Potential Reach
± 449,855 people ± 887,496 people ± 25,496 people ± 325,448 people
Average Likes Average Likes Average Likes Average Likes
± 1,783 ± 16,787 ± 408 ± 1,798

Health Enthusiasm | Entertainment | Hobby & Lifestyle

Sustenance Phase
#BerasaKeluarga
Spirit

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 Our content explain that will
be first exclusive partner for
Mitra Keluarga

We will create a video-based

content to optimize our reach

Mitra Keluarga x Andrew White We will make a content

program with Andrew White
by visiting our branch
Make sales-partner of Mitra Keluarga <> Andrew
White through some activities :
Andrew White will also
● Implicit content through video visit announce our collaboration
● Non-sales contribution oriented
● Giveaway (optional)
We would get exposure also
Channels: Instagram & TikTok from his account
 Our content explain that will
be first exclusive partner for
Mitra Keluarga

We will create a video-based

content to optimize our reach

Mitra Keluarga x Komunitas Diet Sehat

We will make a content
Create an advanced publicity through program with Komunitas Diet
Sehat by visiting our branch
collaboration of Mitra Keluarga <> Komunitas
Diet Sehat with some activities :
Komunitas Diet Sehat will
● More traffic with partnership post through also announce our
collaboration
“diet” content
● Non-sales contribution oriented
● Giveaway (optional) We would get exposure also
from their account
Channels: Instagram & TikTok
Social Media
Sustainability
(Reference)

Reviews (narrative)
based on problem

watch Unique selling

showcase

watch
#BerasaKeluarga Paid Advertising Plan
 Social Media Advertising Types Plan

Instagram Ads Facebook Ads YouTube Ads (optional) TikTok Ads (optional)

➥ Carousel Ads ➥ News-Feed Ads ➥ In-Stream Ads ➥ In-Feed Video Ads

➥ Video Ads ➥ Video Ads ➥ Bumper Ads
➥ Story Ads ➥ Story Ads
➥ Reels Ads

2x Boost Every Week 1x Boost Every Week 2x Boost Every Month 1x Boost Every Week
Try to Get Leads from Advertising
 Try to Get Leads from Advertising

Raih kesempatan, dapatkan uang setiap minggunya!

 Social Proof Ads Campaign

VS

only example only example

Regardless of what type of image we use, there is another factor that can have a major impact on the success of our
campaign: Social Proof. The image containing social proof produced 71% of the leads in campaign! The link click
through rate (CTR) over 2%, the cost per impression (CPM) getting low, and the relevance score (which measures
the effectiveness of the creative) will be above average.
Budget Allocation
and Timeline

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Budget Allocation
Click Here!
 September October November December January February March

TikTok Regular Content (Video + Animated)

1st Campaign Instagram & Facebook Regular Content (Feed & Story)
Q&A & Daily Vlog YouTube Video

2nd Campaign

Influencers Content (Paid Post) Influencers Content (Paid Post)

Social Media Influencers
Content (Paid
Sustainability Post)

In-Feed Video Ads

Paid
Reels / Video & Story Ads
Advertising
In-Stream & Bumper Ads

Keterangan saluran promosi (channel) Instagram & Facebook Twitter YouTube TikTok
 April May June July August September October

Instagram & Facebook Regular Content (Feed & Story)

1st Campaign
Q&A & Daily Vlog YouTube Video

2nd Campaign

Social Media Influencers

Content (Paid Influencers Content (Paid Post) Influencers Content (Paid Post)
Sustainability Post)

Paid Reels / Video & Story Ads

Advertising In-Stream & Bumper Ads

Keterangan saluran promosi (channel) Instagram & Facebook Twitter YouTube TikTok
 November December

1st Campaign Instagram & Facebook Regular Content

2nd Campaign

Social Media
Sustainability

Paid
Reels / Video & Story Ads
Advertising

Keterangan saluran promosi (channel) Instagram & Facebook Twitter YouTube TikTok
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