ASM B1 ASSIGNMENT WEEK 7

01
SOCIAL
MEDIA
STRATEGY
nawaar f a
 SOCIAL MEDIA REPORT

Introduction
02 Overview
Table of The problems
Target Audience Persona

Contents Competitor Analysis

Performance Analysis
Presentation Outline Recommendations
The Next Steps
Mockup
 A modern restaurant with

03 a rock-metal feel with

Overview burger, cool beer, and
other snacks as their
main menu

@lawless.burgerbar
 The Problems

04 LOW ENGAGEMENT RATE ? LOW FOLLOWERS

GROWTH?

CANNOT PRODUCE
QUALITY CONTENT?
 @LAWLESS.BURGERBAR

Target
05
Audience
Persona
 TARGET AUDIENCE PERSONA

Primary
06
Audience

● male Interest:
● 18-24 ● rock metal music
● middle-high ● motorbike
● kaos band/band
● DKI Jakarta
● hangout with friends
 TARGET AUDIENCE ERSONA

Secondary
07
Audience

● male Interest:
● 25-34 ● rock metal music
● middle-high ● vape
● hangout with community
● DKI Jakarta
 TARGET AUDIENCE PERSONA

Tertiary
08
Audience

Interest:
● female ● food, snack, burger
● hangout with friends
● 18-24 ● instagramable place
● middle-high (di cibubur, PIK)
● DKI Jakarta ● traveling
● social media
 @LAWLESS.BURGERBAR

09
Competitor
Analysis
 Traffic Bun menyajikan makanan
roti isi daging atau yang akrab
disebut dengan burger milik
10
trafficbun.id influencer Fadil Jaidi. Outlet
Traffic Bun yang ada di kawasan
Krekot Raya, merupakan outlet
pertama dari perusahaan Nikmat
Group ini.

@lawless.burgerbar
 Burger King Corporation adalah
rangkaian rumah makan siap saji
internasional yang menjual burger,
kentang goreng dan minuman
11
burgerking.id ringan. Selain itu mereka juga
mengelola sekitar 200 rumah
makan di Australia dengan nama
Hungry Jack's

@lawless.burgerbar
 SOCIAL MEDIA REPORT

1,500k
1,500k
FOLLOWERS
ENGAGEMENT RATE

12 1,000k

instagram
comparison 500k

264k

125k 1,25%
0,23% 0,46%

0k
lawless burger traffic
burger king bun
 SOCIAL MEDIA REPORT

1,250k
FOLLOWERS
10,98%
ENGAGEMENT RATE
1,000k

13
750k

tiktok 500k

comparison
250k 16,5k 1,94%
14,9k

0,06% 16,5k
0k
lawless burger traffic
jkt king bun
 followers growth

+400
instagram
+300
burger king
14
growth followers stabil
+200
setiap harinya,
kemungkinan karena
banyak promo
+100

+0
1 1 1 1 2 2 2
6 7 8 9 0 1 2

by socialblade
 SOCIAL MEDIA REPORT

instagram ER
15 burger king ● promotional posts got
highest ER
● ngga bikin reels
● bikinnya ig video
 SOCIAL MEDIA REPORT

tiktok ● ER tertinggi ada pada post

challenge
#SerupaTapiTakSama yang

16 burger king ●
dilakukan KOL (agustus)
ER dan viewers lebih
rendah dari Lawless
● viewers lebih tinggi lagi
diperoleh video dengan ada
Andovi & Jovial
#SerupaTapiTakSama (mei
2021)
 ● Highest ER didapat konten yang ada foto Fadil
(owner, influencer) dan promotional post,
● reels yang paling tinggi ER nya: diy burger +

instagram ●
nama Fadil
highest growth followers: new product BBQ
series

17
trafficbun.id
 SOCIAL MEDIA REPORT

● ER tertinggi diraih post

tiktok opening store baru dengan
fadil jaidi sebagai thumbnail
18
trafficbun.id ● kedua: post info lokasi
traffic.bun berisi tempting
food
● ketiga: ada ernest & cinta
laura (thumbnail)
 @LAWLESS.BURGERBAR

19
Performance
Analysis
 PERFORMANCE ANALYSIS

Instagram ●
●
ER: Lawless > competitors
Followers: BK > TB > Lawless

20 growth ● growth followers menurun

drastis pada Juli, kemudian
turun lagi bulan September 2021
lawless.burgerbar
 PERFORMANCE ANALYSIS

● ER meningkat (Aug 20 & 26) saat rilis

menu Swing the X
● ER paling tinggi (Aug 31) saat post

21
tiktok ●
konten pelanggan foto di toilet
ER turun drastis (Aug 18) ketika post
konten t-shirt
growth
lawless_jkt
 PERFORMANCE ANALYSIS

Instagram
22
Top Post

● posts about instagramable place with girls on it, reels about

food making, and new product: swing X.
● highest followers growth last 30 days: 18 Oct 2021 (video
buka tutup botol pakai gigi)
● get higher ER and new followers with making more reels
(food vloger lagi makan burger)
 PERFORMANCE ANALYSIS

Instagram
Bottom
23
Post

● post mozzarella sticks only got 22

likes and 6 comments
● mungkin kurang terlihat banyak dan
menggoda
 PERFORMANCE ANALYSIS

Tiktok
Top
24
Post

● diy food making posts got highest

viewers.
● because it looks satisfying and
tempting, people love it.
● you can make other diy food to reach
higher viewers and more new
followers.
 @LAWLESS.BURGERBAR

25
Next Action
Plan
 1 WEEK 2 WEEK 3 WEEK 4 WEEK

reels food making food making new special menu

MON (USP) (USP) (limited)
promo

video KOL eat new special menu founder/KOL eat

TUE burger
educational menu
(limited) burger
26
video giveaway reels tanya tempat
reels customer
WED challenge with KOL mana lagi yg mau
review
USP food (reels)
(ig&TT) ada LB

reels KOL halloween special

THU challenge
bts crew USP outlet
menu, promo

food x drink
FRI educational menu promo
recommendation
promo challenge

October 2021
 More Insights

● more reels about USP

food, diy, behind the
rekomendasi spot
27 rekomendasi menu scene, KOL & customer instagramable untuk
review foto
● lebih banyak format
carousel, edukasi tentang
menu, customer review

● bikin campaign
● menu baru yang
● merchandise untuk
loyal customer berkaitan dengan
lokasi upcoming new
outlet
● challenge
tebak-tebakan tempat
● bts survei lokasi next
new outlet,
wawancara audiens
di sekitar lokasi
 @LAWLESS.BURGERBAR

28 Mockup
 KOL / customer
MOCKUP

29 USP DIY food

ganti versi patty

 MOCKUP

30 ask stranger
quiz new outlet
challenge
location

campaign
 SOCIAL MEDIA STRATEGY

Email Address
31
Contact Us nawaarfa@gmail.com

For questions or concerns

Linkedin
https://www.linkedin.com/in/nawaar-f-b64469206/
 SOCIAL MEDIA STRATEGY

32
Social media is less about technology
and more about anthropology, sociology,
and ethnography.

Brian Solis