Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia)
In 2021 Indonesian government policy enforced restriction towards community activities, to prevent the Covid-19 spread. This policy affected many aspects, includes art events. This article aims to discuss the social media strategy by 2021 Biennale Jogja. That was the first international art event he...
Saved in:
Main Authors: | , , |
---|---|
Format: | Article |
Language: | English |
Published: |
UUM Press
2023
|
Subjects: | |
Online Access: | https://repo.uum.edu.my/id/eprint/30248/1/JCISC%2002%2000%202023%2034-51.pdf https://repo.uum.edu.my/id/eprint/30248/ https://e-journal.uum.edu.my/index.php/jcisc/article/view/20839 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
id |
my.uum.repo.30248 |
---|---|
record_format |
eprints |
spelling |
my.uum.repo.302482024-01-16T08:27:55Z https://repo.uum.edu.my/id/eprint/30248/ Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia) Ningsih, Ida Nuraini Dewi Kodrat Syamila, Muthia Rahma Prastya, Narayana Mahendra T Technology (General) In 2021 Indonesian government policy enforced restriction towards community activities, to prevent the Covid-19 spread. This policy affected many aspects, includes art events. This article aims to discuss the social media strategy by 2021 Biennale Jogja. That was the first international art event held hybrid (online and offline) in Yogyakarta, Indonesia, during the Covid-19. Focus on this article was on the Instagram for marketing communication, because Instagram become the important tools for marketing communication. Methods: descriptive qualitative, data collecting techniques were interview with the 2021 Biennale Jogja organizer. As the data triangulation, we use the visitor responses by observing the Instagram analytics and trends, followed interview with visitors. Results grouped into four elements of social media marketing. First created buzz by spreading any information through Instagram to build engagement, include with the visitor who could not came to the venue. Second social media plan, by identified the target audience and their characteristics. Third was developed relationship with the audience by use the non-formal language in posted materials, the particular hashtags, and make content upload schedule. Fourth was analysed the data collected as evaluation by observed the number of social media reach, engagement, and followers during the event. To attract visitors’ attention, the organizer planned the theme such as information related to the entertainment, education about the artworks, and information about the procedure to visitor who want attend to the venue. Organizer posted different kind of message in the morning, afternoon,and evening. Organizer also created the visual identity for 2021 Jogja Biennale by use orange as the main colour, and blue, purple, and white as the additional colour. UUM Press 2023 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/30248/1/JCISC%2002%2000%202023%2034-51.pdf Ningsih, Ida Nuraini Dewi Kodrat and Syamila, Muthia Rahma and Prastya, Narayana Mahendra (2023) Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia). Journal of Creative Industry & Sustainable Culture (JCISC), 2. pp. 34-51. ISSN 2976-2480 https://e-journal.uum.edu.my/index.php/jcisc/article/view/20839 |
institution |
Universiti Utara Malaysia |
building |
UUM Library |
collection |
Institutional Repository |
continent |
Asia |
country |
Malaysia |
content_provider |
Universiti Utara Malaysia |
content_source |
UUM Institutional Repository |
url_provider |
http://repo.uum.edu.my/ |
language |
English |
topic |
T Technology (General) |
spellingShingle |
T Technology (General) Ningsih, Ida Nuraini Dewi Kodrat Syamila, Muthia Rahma Prastya, Narayana Mahendra Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia) |
description |
In 2021 Indonesian government policy enforced restriction towards community activities, to prevent the Covid-19 spread. This policy affected many aspects, includes art events. This article aims to discuss the social media strategy by 2021 Biennale Jogja. That was the first international art event held hybrid (online and offline) in Yogyakarta, Indonesia, during the Covid-19. Focus on this article was on the Instagram for marketing communication, because Instagram become the important tools for marketing communication. Methods: descriptive qualitative, data collecting techniques were interview with the 2021 Biennale Jogja organizer. As the data triangulation, we use the visitor responses by observing the Instagram analytics and trends, followed interview with visitors. Results grouped into four elements of social media marketing. First created buzz by spreading any information through Instagram to build engagement, include with the visitor who could not came to the venue. Second social media plan, by identified the target audience and their characteristics. Third was developed relationship with the audience by use the non-formal language in posted materials, the particular hashtags, and make content upload schedule. Fourth was analysed the data collected as evaluation by observed the number of social media reach, engagement, and followers during the event. To attract visitors’ attention, the organizer planned the theme such as information related to the entertainment, education about the artworks, and information about the procedure to visitor who want attend to the venue. Organizer posted different kind of message in the morning, afternoon,and evening. Organizer also created the visual identity for 2021 Jogja Biennale by use orange as the main colour, and blue, purple, and white as the additional colour. |
format |
Article |
author |
Ningsih, Ida Nuraini Dewi Kodrat Syamila, Muthia Rahma Prastya, Narayana Mahendra |
author_facet |
Ningsih, Ida Nuraini Dewi Kodrat Syamila, Muthia Rahma Prastya, Narayana Mahendra |
author_sort |
Ningsih, Ida Nuraini Dewi Kodrat |
title |
Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia) |
title_short |
Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia) |
title_full |
Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia) |
title_fullStr |
Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia) |
title_full_unstemmed |
Instagram For Marketing Communication Art Events During Covid-19 (Case Study Of 2021 Biennale Jogja in Yogyakarta, Indonesia) |
title_sort |
instagram for marketing communication art events during covid-19 (case study of 2021 biennale jogja in yogyakarta, indonesia) |
publisher |
UUM Press |
publishDate |
2023 |
url |
https://repo.uum.edu.my/id/eprint/30248/1/JCISC%2002%2000%202023%2034-51.pdf https://repo.uum.edu.my/id/eprint/30248/ https://e-journal.uum.edu.my/index.php/jcisc/article/view/20839 |
_version_ |
1789428562296569856 |
score |
13.1944895 |