{"id":9794,"date":"2021-03-16T13:47:00","date_gmt":"2021-03-16T06:47:00","guid":{"rendered":"https:\/\/mediabuffet.co\/?p=9794"},"modified":"2023-04-28T13:53:57","modified_gmt":"2023-04-28T06:53:57","slug":"peran-penting-google-year-in-search-dalam-strategi-komunikasi","status":"publish","type":"post","link":"https:\/\/mediabuffet.co\/id\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/","title":{"rendered":"Peran Penting Google Year In Search dalam Strategi Komunikasi"},"content":{"rendered":"<p id=\"viewer-1p41a\">Menyusun strategi komunikasi bukanlah hal yang mudah, terutama di saat perilaku, kebutuhan, dan pola pikir masyarakat berubah dengan cukup cepat. Untuk memastikan agar strategi tetap relevan, praktisi komunikasi harus melakukan riset tentang berbagai perubahan yang terjadi di masyarakat, dan menerapkan wawasan yang diperoleh dari riset tersebut dalam penyusunan strategi komunikasi.<\/p>\n\n\n\n<p id=\"viewer-cativ\">Pada Februari lalu, Google merilis edisi ketiga dari <em>Google Year in Search 2020<\/em>. Seperti tahun &#8211; tahun sebelumnya, laporan tersebut kembali memberikan wawasan yang komprehensif mengenai berbagai tren serta peristiwa yang terjadi di masyarakat dan berbagai industri di Indonesia selama tahun 2020.<\/p>\n\n\n\n<p id=\"viewer-bkovb\">Selain menguraikan tren pencarian di Indonesia selama tahun 2020, laporan ini juga memberikan <em>insight <\/em>mengenai perubahan yang dialami tujuh sektor industri yaitu industri Kecantikan dan Perawatan Pribadi, Keuangan, Makanan dan Minuman, Media dan Hiburan, Belanja, Teknologi, serta Transportasi dan Pariwisata.<\/p>\n\n\n\n<p id=\"viewer-bdk0k\"><em>Google Year in Search 2020<\/em> merupakan laporan yang sangat lengkap dan detail tapi Google menyajikan hasil temuannya dengan cara yang sederhana dan mudah dimengerti sehingga laporan tersebut tidak hanya informatif, tetapi juga menyenangkan untuk dipelajari.<\/p>\n\n\n\n<p id=\"viewer-dm8ft\">Yang membuat laporan ini semakin menarik adalah bagian <em>&#8220;Takeways for Brands&#8221;<\/em> di akhir setiap topik. Pada bagian ini, Google memberikan petunjuk mengenai langkah apa yang harus diambil oleh <em>brand<\/em> terkait dengan setiap temuan yang Google sajikan. Hal tersebut tentunya sangat membantu para pekerja industri komunikasi dalam menyusun strategi yang efisien selama tahun 2021.<\/p>\n\n\n\n<div id=\"toc_container\" class=\"no_bullets\"><p class=\"toc_title\">Daftar Isi:<\/p><ul class=\"toc_list\"><li><a href=\"#Key_takeaways_dari_Google_Year_in_Search_2020\"><span class=\"toc_number toc_depth_1\">1<\/span> Key takeaways dari Google Year in Search 2020<\/a><ul><li><a href=\"#1_Brand_harus_dapat_beradaptasi_dengan_cepat_dalam_menanggapi_dan_menjawab_tantangan_yang_dihadapi_oleh_konsumen\"><span class=\"toc_number toc_depth_2\">1.1<\/span> 1. Brand harus dapat beradaptasi dengan cepat dalam menanggapi dan menjawab tantangan yang dihadapi oleh konsumen<\/a><\/li><li><a href=\"#2_Implementasikan_empati_dan_inklusivitas_dalam_strategi_marketing_brand\"><span class=\"toc_number toc_depth_2\">1.2<\/span> 2. Implementasikan empati dan inklusivitas dalam strategi marketing brand<\/a><\/li><li><a href=\"#3Tarik_perhatian_konsumen_melalui_konten_yang_menyenangkan_namun_bermakna\"><span class=\"toc_number toc_depth_2\">1.3<\/span> 3.Tarik perhatian konsumen melalui konten yang menyenangkan namun bermakna<\/a><\/li><li><a href=\"#4_Jadikan_nilai-nilai_dan_praktik_internal_brand_terlihat_secara_eksternal_Tanamkan_nilai_komunitas_ke_dalam_pesan_dan_budaya_brand\"><span class=\"toc_number toc_depth_2\">1.4<\/span> 4. Jadikan nilai-nilai dan praktik internal brand terlihat secara eksternal. Tanamkan nilai komunitas ke dalam pesan dan budaya brand<\/a><\/li><\/ul><\/li><\/ul><\/div>\n<h2 class=\"wp-block-heading\" id=\"viewer-8qc95\"><span id=\"Key_takeaways_dari_Google_Year_in_Search_2020\"><strong><em>Key takeaways <\/em>dari Google Year in Search 2020<\/strong><\/span><\/h2>\n\n\n\n<p id=\"viewer-1e9gs\">Meskipun sangat direkomendasikan untuk semua pelaku industri komunikasi untuk membaca <em>Google Year in Search<\/em> secara menyeluruh, tapi membaca laporan yang panjangnya 104 halaman belum tentu jadi posisi teratas <em>to do list<\/em> semua orang. Jadi untuk mempermudah, di bawah ini adalah beberapa hal yang menurut Media Buffet paling penting dan berguna dari <em>Google Year in Search 2020<\/em>:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"viewer-bnvlo\"><span id=\"1_Brand_harus_dapat_beradaptasi_dengan_cepat_dalam_menanggapi_dan_menjawab_tantangan_yang_dihadapi_oleh_konsumen\"><strong><em>1. Brand harus dapat beradaptasi dengan cepat dalam menanggapi dan menjawab tantangan yang dihadapi oleh konsumen<\/em><\/strong><\/span><\/h3>\n\n\n\n<p id=\"viewer-33v2e\">Sejak awal pandemi, Grab dan Gojek memberikan opsi \u201c<em>contactless delivery\u201d <\/em>kepada pengguna yang menggunakan jasa antar makanan atau barang di platform mereka. Hal ini menjadi jawaban dari kedua aplikasi <em>ride hailing <\/em>tersebut akan keengganan konsumen dalam melakukan kontak dengan pihak eksternal yang dianggap dapat meningkatkan risiko terpapar virus Covid-19.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"viewer-64r9f\"><span id=\"2_Implementasikan_empati_dan_inklusivitas_dalam_strategi_marketing_brand\"><strong>2. Implementasikan empati dan inklusivitas dalam strategi marketing <em>brand<\/em><\/strong><\/span><\/h3>\n\n\n\n<p id=\"viewer-au12u\">Brand kosmetik lokal Somethinc dan Dear Me Beauty menggunakan model laki-laki dalam <em>campaign <\/em>produk kecantikan mereka untuk menunjukan bahwa <em>makeup <\/em>bukan hanya untuk perempuan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"viewer-7ef7e\"><span id=\"3Tarik_perhatian_konsumen_melalui_konten_yang_menyenangkan_namun_bermakna\"><strong>3.Tarik perhatian konsumen melalui konten yang menyenangkan namun bermakna<\/strong><\/span><\/h3>\n\n\n\n<p id=\"viewer-d01li\">Untuk memperkenalkan fitur \u201cXperience\u201d, Traveloka membuat video <em>campaign <\/em>bertajuk <a href=\"https:\/\/www.old.mediabuffet.co\/blog\/hashtags\/XperienceMore\">#XperienceMore<\/a>. Melalui fitur baru tersebut, pengguna dapat memilih lebih dari 50.000 pengalaman seru yang disediakan Traveloka. Video yang digunakan untuk <em>campaign <\/em><a href=\"https:\/\/www.old.mediabuffet.co\/blog\/hashtags\/XperienceMore\">#XperienceMore<\/a> dibalut dengan unsur humor ringan yang menghibur agar menarik perhatian konsumen untuk mencoba fitur terbaru mereka.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"viewer-b35bc\"><span id=\"4_Jadikan_nilai-nilai_dan_praktik_internal_brand_terlihat_secara_eksternal_Tanamkan_nilai_komunitas_ke_dalam_pesan_dan_budaya_brand\"><strong>4. Jadikan nilai-nilai dan praktik internal <em>brand<\/em> terlihat secara eksternal. Tanamkan nilai komunitas ke dalam pesan dan budaya <em>brand<\/em><\/strong><\/span><\/h3>\n\n\n\n<p id=\"viewer-7k0fh\">Danone Indonesia telah membangun sebuah organisasi di mana 50% dari posisi di Dewan Direksi mereka diduduki oleh perempuan. Hal ini tentunya menunjukan bahwa Danone adalah perusahaan yang menjunjung kesetaraan gender di dunia kerja. Nilai-nilai perusahaan dan praktik internal Danone Indonesia pun ditampilkan secara jelas untuk dibaca oleh <em>stakeholders <\/em>eksternal <em>brand<\/em> di situs web mereka.<\/p>\n\n\n\n<p id=\"viewer-2sovb\">Nah, itu dia beberapa poin dari Google Year in Search 2020 yang wajib dipertimbangkan saat menyusun strategi komunikasi versi Media Buffet. Sebenarnya masih banyak lagi loh <em>insight <\/em>baru yang menarik dan bisa diimplementasikan dalam perancangan strategi komunikasi dari Google Year in Search. Kalo mau baca <em>report<\/em> lebih lanjut, bisa langsung klik <a href=\"https:\/\/services.google.com\/fh\/files\/misc\/yearinsearch2020_id_en_fullreport.pdf?utm_medium=direct&amp;utm_source=website&amp;utm_team=twg-apac&amp;utm_campaign=20212-yis-en-fullreport\" target=\"_blank\" rel=\"noreferrer noopener\"><u>link ini<\/u><\/a> yaa. <em>Happy reading, and we hope you find it as enlightening as we do!<\/em><\/p>\n\n\n\n<p id=\"viewer-5j5ag\"><em>Written by Cinthya Namira, PR Consultant Intern at Media Buffet<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Menyusun strategi komunikasi bukanlah hal yang mudah, terutama di saat perilaku, kebutuhan, dan pola pikir masyarakat berubah dengan cukup cepat. [&hellip;]<\/p>","protected":false},"author":1,"featured_media":9800,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[117],"tags":[],"class_list":["post-9794","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-education"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.5 (Yoast SEO v20.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Peran Penting Google Year In Search dalam Strategi Komunikasi - Media Buffet: Beyond Public Relations Agency<\/title>\n<meta name=\"description\" content=\"Google merilis Google Year in Search 2020 dengan kembali memberikan wawasan yang komprehensif mengenai berbagai tren industri di Indonesia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediabuffet.co\/id\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/\" \/>\n<meta property=\"og:locale\" content=\"id_ID\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Peran Penting Google Year In Search dalam Strategi Komunikasi\" \/>\n<meta property=\"og:description\" content=\"Google merilis Google Year in Search 2020 dengan kembali memberikan wawasan yang komprehensif mengenai berbagai tren industri di Indonesia.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mediabuffet.co\/id\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/\" \/>\n<meta property=\"og:site_name\" content=\"Media Buffet: Beyond Public Relations Agency\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-16T06:47:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-28T06:53:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mediabuffet.co\/wp-content\/uploads\/2023\/04\/google-year-in-search.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pinter Bareng\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Ditulis oleh\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pinter Bareng\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimasi waktu membaca\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 menit\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mediabuffet.co\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/mediabuffet.co\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/\"},\"author\":{\"name\":\"Pinter Bareng\",\"@id\":\"https:\/\/mediabuffet.co\/#\/schema\/person\/395b51c17cd5cadc4457306bee3fe4ac\"},\"headline\":\"Peran Penting Google Year In Search dalam Strategi Komunikasi\",\"datePublished\":\"2021-03-16T06:47:00+00:00\",\"dateModified\":\"2023-04-28T06:53:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mediabuffet.co\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/\"},\"wordCount\":583,\"publisher\":{\"@id\":\"https:\/\/mediabuffet.co\/#organization\"},\"articleSection\":[\"Education\"],\"inLanguage\":\"id\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mediabuffet.co\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/\",\"url\":\"https:\/\/mediabuffet.co\/education\/peran-penting-google-year-in-search-dalam-strategi-komunikasi\/\",\"name\":\"Peran Penting Google Year In Search dalam Strategi Komunikasi - 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