Kampanye Marketing Public Relations berbasis jejaring sosial (Studi Kasus Kampanye Komunikasi berbasis Situs Jejaring Sosial Explorion Pocari Sweat Indonesia)

ANGENDARI, Dewa Ayu, Muhammad Sulhan

2012 | Skripsi | Ilmu Komunikasi

The invention of internet has changed the way people communicate with others. Technology eliminates distances and time which used to be barriers in communication process. Today, the world of communication is one more time switched by massive utilization of social media, especially social networking based sites. Social media has two key characteristics, individualizations and interactivity, which differentiate them with other communication media. People are connected through optical fiber wire, deliver, and at the same time receive, select, and interpret information. Social media makes it easier for human to be active regarding information preference and selection. As the growth of Indonesian social media users number increases significantly each year, brand and company start to realize the importance of this communication media as a tool to approach their target consumer. Campaigns through social media have been developed to avoid monotone message and to engage more with audiences. Social media is not just a trend nor euphoria, but a “need” for company to communicate their product. Recently, Pocari Sweat, an isotonic drink brand, tried to use social media to approach their consumer through a digital campaign called “Explorion”. Through “Explorion”, Pocari Sweat combined three different platforms of social media; advergames, facebook, and twitter. Pocari Sweat claimed their strategy as a new way in marketing public relations practices, especially in Indonesia. They attempted to get more personal with their consumer and have their message delivered in different way. Social media based marketing public relations do not just see consumer as target audiences of a campaign, but users who actively deliver and respond information about a brand. This research is going to see how Pocari Sweat implement social media based marketing public relations in their latest campaign. Whether “Explorion” is a new way in approaching audiences or it is just a platform switching without any innovative treatment in terms of delivering message and communicating with audiences. Keyword: marketing public relations, social media, communication campaigns

Kata Kunci : marketing; merk dagang