This thesis use Swiss German University Study Program Information Technology to determine the usefulness of this digital marketing and how this can help their brand awareness

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Implementation of Digital Marketing using RACE framework Case Study:

Information Technology Study Program, Swiss German University

By

Daniel Gerald Setiawan 12112015

BACHELOR’S DEGREE in

INFORMATION TECHNOLOGY

FACULTY OF ENGINEERING AND INFORMATION TECHNOLOGY

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia

February 2017

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Implementation of Digital Marketing using RACE framework Case Study:

Information Technology Study Program, Swiss German University

By

Daniel Gerald Setiawan 12112015

BACHELOR’S DEGREE in

INFORMATION TECHNOLOGY

FACULTY OF ENGINEERING AND INFORMATION TECHNOLOGY

SWISS GERMAN UNIVERSITY EduTown BSD City

Tangerang 15339 Indonesia

February 2017

Revision after Thesis Defense on 26 January 2017

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Implementation of Digital Marketing Using Race Framework Case Study: Page 3 of 53 Information Technology Study Program, Swiss German University

Daniel Gerald Setiawan STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Daniel Gerald Setiawan

____________________________________________

Student Date

Approved by:

James Purnama, M.Sc.

____________________________________________

Thesis Advisor Date

Panji Mukadis S.Kom MM

____________________________________________

Thesis Co-Advisor Date

Dr. Ir. Gembong Baskoro, M.Sc

____________________________________________

Dean Date

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Daniel Gerald Setiawan ABSTRACT

Implementation of Digital Marketing using RACE framework Case Study:

Information Technology Study Program, Swiss German University

By

Daniel Gerald Setiawan James Purnama, M.Sc, Advisor Panji Mukadis S.Kom MM, Co-Advisor

SWISS GERMAN UNIVERISTY

Digital marketing is a way for people to promote their business, by going digital they can save cost and it is efficient to use. This type of marketing is mainly use to boost the business to grow larger by acquiring new audience. Social media is one of the many ways people do digital marketing, they exist in social media to help the business increase their brand awareness. This thesis use Swiss German University Study Program Information Technology to determine the usefulness of this digital marketing and how this can help their brand awareness.

Keywords: Social media, Digital Marketing, Marketing, Facebook Marketing

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Daniel Gerald Setiawan DEDICATION

I dedicate this works for the future of the Swiss German University

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Daniel Gerald Setiawan ACKNOWLEDGEMENTS

I wish to thank you my family for all their support that they have given to me during this thesis period. Without their support I would not have made it to where I am today.

I would like to thank you my advisor and my co advisor. Pak James and Pak Panji respectively as they have help me during this thesis period. Without their patience and understanding this thesis simply be incomplete at best

Last but not least I would like to thank Swiss German University to help me be where I am today.

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Daniel Gerald Setiawan TABLE OF CONTENTS

Contents

STATEMENT BY THE AUTHOR ... 3

ABSTRACT ... 4

DEDICATION ... 6

ACKNOWLEDGEMENTS ... 7

CHAPTER 1 - INTRODUCTION ... 12

1.1 Background ... 12

1.2 Research Problem ... 12

1.3 Research Objective ... 12

1.4 Significance of Study ... 13

1.5 Research Questions ... 13

1.6 Hypothesis ... 13

CHAPTER 2 - LITERATURE REVIEW ... 14

2. 1 Digital Marketing ... 14

2.2 Swiss German University ... 14

2.3 Social Media ... 14

2.3.1 Facebook ... 15

2.3.2 Instagram ... 16

2.3.3 Social Media Interaction ... 16

2.4 Related Works ... 17

2.4.1 Digital Marketing For small businesses (Muller, 2016) ... 17

2.4.2 Using Social Media to Reach Consumers: A Content Analysis of Official Facebook Pages (Parsons, 2013) ... 17

2.4.3 From Web Analytics to digital marketing optimization: increasing the commercial value of digital analytics (Patron, 2012) ... 18

2.4.4 Digital Marketing Plan Case: HEMMI Kodit Oy (Hemmilä, 2016)... 18

2.4.5 Digital Marketing Planning London School of Marketing ... 19

2.5 RACE Framework ... 19

CHAPTER 3 – RESEARCH METHODS ... 22

3.1 Current Situations ... 22

3.2 Strategy ... 22

3.3 Brand Awareness ... 23

3.4 Content performance measure ... 23

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3.5 Design of experiment ... 24

3.6 Target Markets ... 24

CHAPTER 4 – RESULTS AND DISCUSSIONS ... 25

4.1 Competitor Analysis ... 26

4.2 Brand Measure result ... 27

4.2.1 Metric result ... 28

4.2.2 Instagram metric result... 29

4.3 Facebook Post trends ... 30

4.4 Facebook Fans Time Optimization ... 31

4.5 Instagram time optimization ... 35

4 .6 Commercial Measures... 36

4.6.1 Facebook Page Promotion ... 36

4.7 Facebook Demographic ... 39

CHAPTER 5 – CONCLUSIONS AND RECCOMENDATIONS ... 41

5.1 Conclusion ... 41

5.2 Recommendations ... 41

5.3 Future work ... 42

GLOSSARY ... 43

Bibliography ... 44

Appendix ... 46