JAKARTA - There was Erick Thohir's face on the screen when we were using a Bank Mandiri ATM last night. Erick is not the only one who has appeared in digital media lately. Sandiaga Uno, and even Tri Rismaharini are also working in publicity. 2024 is still far away but we can feel the wind at this time. We explore the publicity of these three figures.
Not only at Bank Mandiri ATMs. An office colleague, who participated in discussing the outline of this article, admitted that he found the face of the Minister of State-Owned Enterprises (BUMN) on the BNI ATM screen he visited this morning. Only Eric's face. There is no other definitive message.
But from the point of view of marketing science, especially regarding personal branding, this can be seen as Erick's effort to increase awareness. Awareness is the earliest stage in the basic personal branding strategy.
Business and marketing analyst, Yuswohady explained that awareness is when people start to realize the existence of a brand. Yes, Erick in this discussion is a brand. Likewise Sandi and Risma which we will discuss later.
After awareness, the next phase in personal branding strategy is brand association or association. At this stage a brand's identity begins to be known. Erick, for example, who according to Yuswohady is widely perceived as a businessman, professional, technocrat, and problem solver.
The next phase is perceived quality, namely consumer perceptions of brand quality. At this stage, Erick, Sandi, and Risma must show their performance from the ministerial seat. Because if they are a brand, their quality is determined by work performance.
Good perceived quality will provoke audience loyalty or loyalty. If audience loyalty is achieved, the next step is advocacy. Advocacy is the highest stage of a personal branding strategy.
At this stage the audience will become marketers who promote a brand organically to others. Unpaid. "In marketing, advocacy is at the top. For example, Apple. People buy Apple on the recommendation of others."
"Because he is well known and so on, people recommend him. So he is like the marketer. But he doesn't get paid, right. Organic," said Yuswohady to VOI, Wednesday, October 6.
Customize Erick's content on social media
Apart from ATMs, we can see other forms of publicity from Erick Thohir on his social media accounts. On TikTok, Erick can explain various questions about vaccines in a light-hearted manner. We'll take a look at the far from formal Erick on TikTok.
Erick could be a pharmacist at Kimia Farma Depok or be involved in discussing the cat that suddenly appears. Meanwhile, Erick's Instagram account uploads are a combination of work and other humanistic matters.
The management of news narratives is also managed in a measurable manner. Most recently, Erick gave millennials the opportunity to replace his position as minister even for one day. Erick and whoever the team behind it knows very well about the segmentation of social media users.
Content customization is the key to staying relevant to netizens on each platform. Business and marketing analyst, Yuswohady saw that digital marketing was carried out carefully in uploading Erick's social media content.
No wonder if we look at Erick's background as a boss of a media company. "Erick Thohir is a media person, right. His resources are strong to build personal branding. And he must have thought about it," said Yuswohady.
Too much is a weakness Password
The Minister of Tourism and Creative Economy (Menparekraf) Sandiaga Uno is also aggressive. But business and marketing analyst Yuswohady said that at certain moments, Sandi's steps were too much. This is the weakness of Password.
"I think Uno's password is excessive. So he talks a lot. It seems that his charm is spreading. In fact, people see that the shrimp behind the stone is more prominent," said Yuswohady.
Yuswohady gave an example of what Sandi did on Eid al-Adha 1442 Hijri which fell last July. At that time, Sandi gave a thousand sacrificial animals to people in 17 provinces of Indonesia.
At that time, Sandi said that apart from helping people in need, sharing meat was also a way to encourage the spirit of community unity in dealing with COVID-19. "Implementing a disciplined health protocol, we set the example of Prophet Ibrahim AS and Ismail AS, full of fortitude and patience," said Sandiaga in Depok, West Java, quoted by Antara.
Yuswohady saw Sandi's activation deviated from the context of his leadership as Menparekraf. In fact, it is important to maintain the common thread at the stage of building perceived quality.
"So it seems that he is using his ministry position to steal promotions for 2024. That's very visible," said Yuswohady.
The benefits behind Risma's anger
Recently, the Minister of Social Affairs (Mensos) Tri Rismaharini has been the target of criticism. Risma, again recorded angry. At that time the target was an assistant for the Family Hope Program (PKH) in Gorontalo.
In an open meeting, Thursday, September 29, Risma targeted and intimidated the PKH facilitator. Risma was angry because the PKH assistant reported that there were residents who were registered in the program but their balances were never filled.
Even the Governor of Gorontalo, Rusli Habibie, responded to Risma's attitude. He did not accept that his employees were intimidated. Rusli also called Risma's attitude a bad example and should not be carried out by a state official.
"The PKH assistant told the Minister that there were these names, the balance was empty because the information had been crossed out. That's what made his blood boil... That's my employee. Even though he's a lowly employee but he's also human... I'm offended. I don't accept it, "Rusli Habibie told reporters on Friday, September 30.
Previously, in a meeting at the Wyata Guna Social Rehabilitation Center for Persons with Disabilities, Bandung, July 13, Risma scolded all the Ministry of Social employees who were present. Risma was furious after reviewing the readiness of the soup kitchen at the location.
Risma threatened to move the Ministry of Social's civil servants (ASN) who she considered lazy to Papua. This statement is also controversial. Risma is considered racist and insensitive to the condition of the Papuan people.
"I don't want to see it like this again. If it's like this again, I'll move everything to Papua. I can't fire people if nothing goes wrong. But I can move them to Papua. So please be sensitive," said Risma, quoted by Kompas.com .
Another note of Risma's anger occurred when she was the Mayor of Surabaya. At that time, at the beginning of the pandemic, May 2020, Risma was furious when she learned that there were two PCR cars from the National Disaster Management Agency (BNPB) that were supposed to be sent to Surabaya but instead were diverted to other areas. Risma then got angry with someone on the phone who was not clear who.
Back in September 2016, Risma went on a rampage at the Surabaya Population and Civil Registration Office (Disdukcapil) because she saw the service for making electronic ID cards (e-KTP) which seemed slow and caused queues to pile up. Risma called the Head of Disdukcapil and asked him to call the IT employee in charge.
Risma then scoffed, calling the slow work a sin against the people. "If there are military men on the road to take care of your ID card, you continue to have an accident, you are a sinner," said Risma, pointing her hand at her subordinates who just looked down.
Another, the moment that significantly raised Risma's image was her anger in the middle of an ice cream distribution event at Taman Bungkul, Surabaya, East Java. As a result of the event, the park, which had received an award from the United Nations, was badly damaged.
Full of anger, Risma came to the committee's stand while scolding them for destroying the park she built with billions of funds and in a short time. "You guys don't have permission to do this, look everything is broken!" Risma, quoted by Merdeka.
Looks annoying, really. But from a marketing perspective, Risma's angry image is her advantage, even compared to Erick or Sandi. Simple. Risma's angry image provokes the audience's emotional bonds: emotional connection,
This is very important. There are not many public figures who can provoke emotional bonds. If you take one example, the most successful in building an emotional connection with the audience is Jokowi, according to Yuswohady the market is perfect.
Jokowi: perfect personal branding
"Who is the person whose market is perfect?" we asked Yuswohadi. "Jokowi," replied Yuswohady.
"Jokowi is from zero to hero," he added.
Jokowi is special because he involves an emotional connection with his audience. Jokowi appears as a figure who is a nobody. He is not from the military, nor is he the son of an official or a super-rich.
Jokowi's road is well built. Just look at how he started from Solo, then to Jakarta and met the figure of Ahok. "Islam-Christianity is also a story, isn't it," said Yuswohady.
Jokowi is imaged as 'we'. He looks close. Jokowi was formed as a symbol that represents the community. His blusukan style is also very authentic, as Risma builds her ninja way in a rage.
"Then also (the tagline) 'Jokowi is Us.' Like a neighbor. Not like Airlangga Hartarto. That seems really far away. Seeing Airlangga is like in the Ivory Tower."
"If you look at Jokowi, he's like us. People from the bottom. Apparently. His body shape is also thin like that. He also talks like a lowly person. Then it is also a symbol of people from below being great people in this country. Hero, that's it. So emotional connection is important. "
Emotional connection and authenticity are the keys that make Jokowi's personal branding perfect. "Authentic means what it is. In Solo, he is very authentic. But then in Jakarta, it has decreased. There is already a team of experts, all kinds of things."
"Just like Mrs. Risma, she is authentic. She came from Surabaya to become a minister, so angry, just angry. That's authentic. Even though her anger can be ugly. It's viral, right?"
"So people know that Jokowi is like that. Risma is like that. The best political communication isn't putting up billboards like Puan, but when it goes viral. It immediately pops into the minds of the audience."
*Read other information about POLITICS or read other interesting articles from Moksa Hutasoit and Yudhistira Mahabharata.
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