User-based Communication: A Strategy to Redefine Bank Indonesia's Digital Communication through Social Media
A communication approach based on the users' needs enables Bank Indonesia's social media communication to be more multi-directional.
As the central bank of the country, Bank Indonesia has a very vital task in maintaining national financial stability. The role of Bank Indonesia needs to be communicated to the public in an effort to be transparent, strengthen public perception, and build trust. Currently, Bank Indonesia's communication pattern is merely for publicity yet still one-directional. Thus, we see the need for transformation in communication patterns to make Bank Indonesia's social media more relevant to the dynamics and needs of today's public.
CASE
"The perception gap between Bank Indonesia and the public weakens Bank Indonesia's brand equity on social media."During the start of collaboration with basicludo in 2018, Bank Indonesia already had six active communication channels namely Facebook, Twitter, Instagram, YouTube, Google Plus, and Linkedin. Each one has different growth dynamics that are influenced by various factors ranging from platform characteristics, features, performance to users. The results of our initial assessment show that Bank Indonesia's social media communication is very minimal as it does not pay attention to user needs. Instead, it is only utilized as a public relations representation by disseminating publicity information. Moreover, because of the generalized content across all platforms, the brand expression shown through social media differs from the public perception. This perception gap makes Bank Indonesia's brand equity weak.
Later, this became the forerunner of content diversification to improve Bank Indonesia's communication patterns on social media. We then conducted a series of workshops to map the cases in order to get a more complete picture of the problem. We also researched four other public sector institutions to see how their communication patterns were carried out. The results of this research became our basis for determining the positioning of Bank Indonesia in carrying out digital communications of various social media platforms.
INSIGHT
"Prioritizing User Needs as a transformative social media communication strategy for Bank Indonesia."Shifting Bank Indonesia's digital communication pattern to be more multi-directional begins with social media. This transformation process is carried out in phases each with its own dynamic. starting from the initial assessment, we found that Bank Indonesia needed to diversify content on social media. Meanwhile, at the strategy development stage, we found differences in perceptions between the public as a communicant and Bank Indonesia as a communicator. This perception gap became our basis for Bank Indonesia's communication strategy.
Lastly, we internalized this strategy to the creation of a content plan & digital communication system on social media for later activation. This includes creating the hashtag #SobatRupiah which aims to bring BI closer to its communicants. Through a series of workshops, we identify Bank Indonesia's needs in redefining digital communication holistically. By looking at the needs of the users, Bank Indonesia established two-way communication by interacting with the communicants.
On top of building interaction, consistent communication also helps optimize engagement. Optimizing engagement becomes the highlight in redefining Bank Indonesia's digital communication. When the diversification and distribution of content run optimally, interaction is also built. When these three aspects are carried out consistently, the desired perception will be stimulated.
RESULT
"Bank Indonesia's social media runs with a clearer positioning as a public sector institution that is the center of financial activity."Optimization through content diversification has succeeded in increasing Bank Indonesia's social media engagement. The representation of Bank Indonesia through the digital realm has become more flexible. No longer is social media used exclusively for publicity. This is visible through the creation of the hashtag #SobatRupiah which has successfully brought Bank Indonesia closer to the public who are the communicants.
Bank Indonesia has also succeeded in building public trust thanks to a more multi-directional and conversational communication pattern.
We realize that currently, digital communication plays a significant role in raising the public perception of a brand. However, it is important to note that not all topics are suitable to be communicated digitally. We highly appreciate Bank Indonesia's effort in understanding this strategic concept in the digital communication transformation process. Bank Indonesia too understands the importance of viewing social media as a communication chain that cannot be separated from other communication touchpoints. With this understanding, strategy development and activation of communication strategies can be executed simultaneously through all touchpints to create a stronger perception from the public.