Social Media Marketing Strategy of Little Quokka Publisher during The Covid-19 Pandemic

Nabilla Anasty Fahzaria

Abstract


Currently, the whole world is facing the Covid-19 pandemic which has affected various lines of business around the world, including the book publishing industry. Book stores closings and restrictions on public space capacity caused publisher revenues to decline by up to 70%. One new publisher from Bandung named Little Quokka Publisher utilizes social media marketing strategy in marketing their children's book products. This article discusses how Little Quokka Publisher carries out a social media marketing strategy by maximizing Instagram content production to increase product sales in difficult times and successfully market their products. This research used a qualitative descriptive research method through interviews with the Little Quokka publisher team to uncover the four principle pillars of social media marketing. The results show that publishers take advantage of marketing book products through social media by paying attention to several unique strategies that are applied in creating content such as humanistic, creative, and relatable. In addition, in digital content marketing, the team tries to get to know products, doing content research, and be social.


Keywords


Social Media Marketing, Instagram, Publisher, Covid-19

Full Text:

PDF

References


Anggraini, I. (2020). Mekanisme Survival Penerbit Indie Dalam Menghadapi Persaingan Dunia Penerbitan Di Kota Yogyakarta [Universitas Airlangga]. http://repository.unair.ac.id/100679/

Ardiansyah, I., & Maharani, A. (2021). Optimalisasi Instagram Sebagai Media Marketing. Bandung: CV Cendekia Press.

Arigi, F. (2020). Penjualan Buku Turun saat Covid-19, Pegiat Literasi Surati Jokowi. Nasional.Tempo.Co. https://nasional.tempo.co/read/1336395/penjualan-buku-turun-saat-covid-19-pegiat-literasi-surati-jokowi/full&view=ok // (date access: 3 August 2021 at 16.32 WIB)

de Oliveira Santini, F., Ladeira, W. J., Pinto, D. C., Herter, M. M., Sampaio, C. H., & Babin, B. J. (2020). Customer engagement in social media: a framework and meta-analysis. Journal of the Academy of Marketing Science, 48(6), 1211–1228. https://doi.org/10.1007/s11747-020-00731-5

Fabeil, N. F., Pazim, K. H., & Langgat, J. (2020). The Impact of Covid-19 Pandemic Crisis on Micro-Enterprises: Entrepreneurs’ Perspective on Business Continuity and Recovery Strategy. Journal of Economics and Business, 3(2). https://doi.org/10.31014/aior.1992.03.02.241

Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2019). Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 53–68. https://doi.org/10.33059/jseb.v11i1.1722

Firmansyah, A. (2020). Komunikasi Pemasaran. Pasuruan: CV Penerbit Qiara Media.

Herianto, Y. W., & Irwansyah. (2019). Event Carnival sebagai Media Komunikasi Pemasaran : Studi Kasus di SMA PKP JIS. MediaTor, 12(1), 15–26. doi: https://doi.org/10.29313/mediator.v12i1.4281

Kholit, N. J., & Nastain, M. (2021). Mapping of data communication networks on social media. INJECT (Interdisciplinary Journal of Communication), 5(2), 143–162. https://doi.org/10.18326/inject.v5i2.143-162

Kim, J. (2020). Storytelling Marketing Strategy based on Utopian Value. International Journal of Advanced Culture Technology, 8(3), 38–44.

Kusuma, D. F., & Sugandi, M. S. (2019). Strategi Pemanfaatan Instagram Sebagai Media Komunikasi Pemasaran Digital Yang Dilakukan Oleh Dino Donuts. Jurnal Manajemen Komunikasi, 3(1), 18. https://doi.org/10.24198/jmk.v3i1.12963

Manurung, G. V., Manurung, G. V., & Marta, R. F. (2020). Optimization Instagram Content as @ gokampusofficial Brand Communication Medium. MediaTor, 13(2), 203–216. doi: https://doi.org/10.29313/mediator.v13i2.6402

Maslen, A. (2019). Write to Sell : The Ultimate Guide to Copywriting. Singapore: Marshall Cavendish Business.

Miladiah, A. F., & Riyanto, & S. (2020). Pemanfaatan Media Sosial Instagram dalam Pemasaran Sayuran oleh Sayurkita.Mlg Saat Masa Pandemi Covid-19. Jurnal Indonesia Sosial Sains, 1, 172–179. https://jiss.publikasiindonesia.id/index.php/jiss/article/view/24

Moleong, L. J. (2013). Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya.

Panuju, R. (2019). Komunikasi Pemasaran: Pemasaran Sebagai Gejala Komunikasi, Komunikasi Sebagai Strategi Pemasaran. Jakarta: Penerbit Kencana.

Prayitno, S., & Harjanto, R. (2021). Manajemen Komunikasi Pemasaran Terpadu. Jakarta: Rajawali Pers.

Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu Pada Era Media Sosial. CV Pustaka Setia

Puspita, G. A., & Irwansyah. (2018). Pergeseran Budaya Baca dan Perkembangan Industri Penerbitan Buku di Indonesia: Studi Kasus Pembaca E-Book Melalui Aplikasi iPusnas. Jurnal Kajian Perpustakaan Dan Informasi BIBLIOTIKA : Jurnal Kajian Perpustakaan Dan Informasi, 2(1), 13–20. doi: http://dx.doi.org/10.17977/um008v2i12018p013

Rakhmat, J., & Ibrahim, I. S. (2016). Metode Penelitian Komunikasi. Bandung: Simbiosa Rekatama Media.

Ramdani, G. (2019). Penerbitan. Bogor: IPB Press.

Rodriquez, M. (2020). Brand Storytelling: Put Customers at the Heart of Your Brand Story. Great Britain & The United States: Kogan Page Limited.

Social, W. A. (2021). Digital 2021: The Latest Insights Into The “State of Digital.” https://wearesocial.com/blog/2021/01/digital-2021-the-latest-insights-into-the-state-of-digital // (date access: 27 July 2021 at 11.04 WIB)

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV Alfabeta.

Suryono, J., Rahayu, N. T., Asturi, P. I., & Widarwati, N. T. (2020). Successful Social Media Advertising Activities for Micro , Small and Medium Enterprises. MediaTor, 13(1), 108–117. doi: https://doi.org/10.29313/mediator.v13i1.5782

Untari, D., & Fajariana, D. E. (2018). Strategi Pemasaran Melalui Media Sosial Instagram (Studi Deskriptif Pada Akun @Subur_Batik). Widya Cipta - Jurnal Sekretari Dan Manajemen, 2(2), 271–278. doi: https://doi.org/10.31294/widyacipta.v2i2.4387

Vernia, D. M. (2017). Optimalisasi Media Sosial Sebagai Sarana Promosi Bisnis Online Bagi Ibu RUmah Tangga Untuk Meningkatkan Perekonomian Keluarga. 1(2), 105–118. doi: https://doi.org/10.30599/utility.v1i2.71

Wahid, R. M., & Wadud, M. (2020). Social Media Marketing on Instagram: When is The Most Effective Posting Timing? EPRA International Journal of Multidisciplinary Research (IJMR)-Peer Reviewed Journal, 2, 312–321. https://doi.org/10.36713/epra2013

Wardiani, W., Iskandar, T. P., Anisyahrini, R., Tresnawati, Y. S., Taruna, K., & Sosial, M. (2020). Pengembangan Promosi Wisata Melalui Copywriting di Media Sosial oleh Karang Taruna Desa Warnasari Kecamatan Pangalengan Kabupaten Bandung. Community Development Journal, 1(3), 233–239. doi: https://doi.org/10.31004/cdj.v1i3.936

Yusriana, A., Pratiwi, M. R., & Mardiana, L. (2021). The website content as positioning strategy of the university in indonesia. INJECT (Interdisciplinary Journal of Communication), 5(2), 163–180. https://doi.org/10.18326/inject.v5i2.163-180




DOI: https://doi.org/10.18326/inject.v7i1.63-82

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Nabilla Anasty Fahzaria

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.