Determining content strategy: the case of one championship Indonesia’s youtube channel

Authors

  • Muhammad Rizatha School of Business and Management, Institut Teknologi Bandung
  • Raden Aswin Rahadi School of Business and Management, Institut Teknologi Bandung

DOI:

https://doi.org/10.31949/ijsm.v2i1.1709

Keywords:

digital marketing, social media strategy, content marketing, content strategy

Abstract

Today the internet makes the world connected. Therefore, marketing techniques have begun to shift from conventional to digital methods. In this digital world, content is considered key, not only as part of the promotion method but also as a communication bridge between brands and consumers to create credibility and loyalty. However, with so many choices of social media platforms with different characteristics and trends, content creators need to know the expectations and tastes of their consumers. In this study, the authors use a case study of a sports property media company, ONE Championship, which launched a social media platform specifically for the Indonesian market. Since October 2020, the company headquartered in Singapore has launched a YouTube channel dedicated to the Indonesian market. Through this research, the author hopes to determine the right content strategy for the ONE Championship Indonesia YouTube channel according to local consumers' tastes. This study uses qualitative methods and thematic analysis. Primary data was obtained through interviews with three ONE Championship employees operating the Indonesian-language ONE Championship YouTube platform and seven ONE Championship consumers in Indonesia. The findings of this study produce a variety of data on consumer tastes in content, consumer habits in consuming content, and consumer expectations for future content. The author then re-analyzed the data to find a content strategy that the ONE Championship team can implement on its Indonesian YouTube channel over the next two years.

Downloads

Download data is not yet available.

References

Adam Peruta, Alison B, Shield (2018). Marketing your university on social media: a content analysis of facebook post types and formats

Alhojailan, Mohammed Ibrahim (2012). Thematic Analysis: A Critical Review of Its Process and Evaluation.

Amung Ma'mun (2019). Governmental roles in Indonesian sport policy: from past to present.

Asli Cazorla Milla et al (2020). Content strategy and fan engagement in social media, the case of PyeongChang winter Olympic and Paralympic games.

Ashleigh-Jane Thompson et al (2018). Sport, business, and management: an international journal.

Brian Scoot O’Hara. (2008). The evolution of dramatic storylines in the packaging, selling, and legitimizing of Ultimate Fighting Championship.

Berger, Milkman (2012). What Makes Online Content Viral.

Berry, L. L. (1995). Relationship marketing of services – growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23, 236–245.

Carlson, Rahman, Voola, De Vries (2018). Customer Engagement Behaviors in Social Media: Capturing Innovation Opportunities.

Chad Witkemper et al (2012) Social media and sports marketing: examining the motivations and constraints of Twitter users.

Cynthia Wiggins (2019). Content marketing: An action research approach to developing a customer engagement strategy.

Ellen Taylor - Powell Marcus Renner (2003), Analyzing Qualitative Data.

Elisa Paz Perez (2018). Next episode, next market: social media marketing for SVOD: The case of Netflix.

Iiker Etikan, Sulaiman Abubakar Musa, Rukayya Sunusi Alkassim (2015). Comparison of Convenience Sampling and Purposive Sampling.

Gashaw Abeza et al (2018). The role of social media in the co-creation of value in relationship marketing: a multi-domain study

Imenda, S. (2014). Is there a Conceptual Difference between Theoretical and Conceptual Frameworks?

Jamie Carlson et al (2017). Customer engagement behaviors in social media: capturing innovation opportunities.

Jason P. Doyle et al (2020). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram.

Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2/3), 139-155.

Kim, Y. K., Trail, G., & Ko, Y. J. (2011). The influence of relationship quality on sport consumption behaviors: An empirical examination of the relationship quality framework. Journal of Sport Management, 25, 576–592.

Margaret C Harrel (2009). Semi-Structured Interviews and Focus Groups.

Margaret C. Harrell, Melissa A. Bradley (2009). Data collection methods.

Matthew B. Miles and A. Michael Huberman (1994). Qualitative Data Analysis.

Nielsen. (2013). Paid social media advertising.

Richard E. Boyatzis (1998). Transforming Qualitative Information: Thematic Analysis and Code Development.

Risius, M., & Beck, R. (2015). Effectiveness of corporate social media activities in increasing relational outcomes. Information & Management, 52, 824–839.

Richard E. Boyatzis (1998). Transforming Qualitative Information: Thematic Analysis and Code Development.

Rebecca M. Achen (2017). Measuring social media marketing: moving towards a relationship-marketing approach

Sari Ramadanty, Yulianne Safitri, Heris Suhendra, 2020. Social Media Content

Strategy for Higher Education, Indonesia

Sangwon Na et al (2019). Exploring athlete brand image development on social media: the role of signalling through source credibility

Saxena and Khanna. (2013). Advertising on social network sites a structural equation modelling approach

Strategic Management Concepts (2012). Book by Frank Rothaermel [133-167]

Seifried, C. (2010). An exploration into melodrama and sport: the ‘Miracle on Ice’ and the Cold War lens”, Olympika: The International Journal of Olympic Studies.

Shani, D. (1997). A framework for implementing relationship marketing in the sport industry. Sport Marketing Quarterly, 6, 9–16

Tracy L Tuten and Michael R. Solomon. (2012). Social Media Marketing. 2nd Edition

Published

2022-04-05

How to Cite

Rizatha, M., & Rahadi, R. A. . (2022). Determining content strategy: the case of one championship Indonesia’s youtube channel. Indonesian Journal of Sport Management, 2(1), 16–21. https://doi.org/10.31949/ijsm.v2i1.1709