Ujang Subagja et al., International Journal of Science and Advanced Information Technology, 9 (6), November - December 2020, 21 - 26 21 Design of Social Media Marketing Strategy in Mobilku Application Ujang Subagja 1 , Haeratunnisa Apriati 2 , Gunawan Wang 3 1 PT.PLN (Persero) Pusdiklat UPDL Jakarta, Indonesia. 11440, 2,3 Information Systems Management Department, BINUS Graduate Program – Master of Information System Management, Bina Nusantara University, Jakarta, Indonesia, 11480. 1 u_subagja@pln.co.id, 2 haeratunnisa16@gmail.com, 3 gunawan.wang@binus.ac.id ABSTRACT The use of Social Media is increasingly developing in Indonesia, causing many companies to be interested in using social media as an easy marketing tool and can add value to the product. Mobilku is a mobile application-based digital information service startup that will be launched in the near future. To be known to the public, Mobilku needs a good marketing strategy. One of them is through Social Media marketing. So that my car needs proper social media strategy planning. The 4 most appropriate platforms used by Mobilku to do Social media marketing are: Instagram, Youtube, Twitter and Facebook. We recommend that Mobilku social media marketing be done 3 times a day and the best time at 09.00 - 12.59, 13.00 - 15.59, and 16.00 - 18.59. My car should make advertisements by offering discounts, ads with interesting photos, advertisements by providing clear information, advertisements often appearing, and ads with attractive advertising designs. Key words : Marketing, Digital Marketing, Social Media, Social Media Marketing, Instagram, Youtube, Twitter, Facebook. 1. INTRODUCTION Today the business world is making a new breakthrough to be able to market an item/service from the original use of traditional promotion through physical advertising such as posters, billboards and television advertisements, radio being a digital promotion such as through the internet using social media or website.The use of Social Media is increasingly developing in Indonesia, causing many companies to be interested in using social media as an easy marketing tool and can add value to the product[1]. The company uses social media not only for digital advertising and promotion, but also for handling customer service issues, sources of innovation ideas and to be more authentically involved with customers. [2].Mobilku is a mobile application-based digital information service startup that will be launched in the near future. To be known to the wider community, Mobilku needs a good marketing strategy. One of them is through Social Media marketing. So that Mobilku needs proper social media strategy planning. 2. THEORETICAL FRAMEWORK The framework used in this study adapted from Tuten& Solomon's Social Media Marketing Plan [3]: The Social Media Marketing Plan process consists of the following steps: 2.1. Conduct A Situation Analysis and Identify Key Opportunities The first step in developing a plan is to examine and assess the environment. a. Internal Environment The internal environment refers to the strengths and weaknesses of the organization, namely elements that can be controlled within the company that influence how well the company operates[4]. Internal Environment discusses analysis of organization, goals and competitive advantage. b. External Environment The external environment consists of elements outside the organization, namely opportunities and threats of the organization that can influence their choices and abilities. A key aspect of the external environment is brand competition. External environment will discuss Porter's 5 Forces, and Competition. c. SWOT analysis SWOT analysis is also often called an examination of the organization's internal strengths and weaknesses, opportunities for growth and improvement, and threats given by the external environment for its survival. d. Business Model Canvas By using the business model canvas, a company's business model can be described in one document that can be understood by all parties[5]. Elements in the Business Model Canvas include nine basic building blocks, namely customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, cost structures. 2.1. State Objectives At this stage of the process, it contains a description of what is expected from the social media campaign and the available ISSN 2278-3083 Volume 9, No.6, November - December 2020 International Journal of Science and Applied Information Technology Available Online at http://www.warse.org/ijsait/static/pdf/file/ijsait01962020.pdf https://doi.org/10.30534/ijsait/2020/01962020