UI Vocational Held Training to Improve Content Creator’s Digital Literacy

Depok-Universitas Indonesia (UI) which has opened the Applied Bachelor Program in the UI Vocational Education Program since 2021, involves practitioners in the process of transferring knowledge to students. Also, in an effort to prepare graduates who are ready to work after graduation, vocational programs provide students with the knowledge gained through trainings.

One of them is what the Media Production study program has done through digital campaign workshops as an effort to increase digital literacy for digital content actors/creators. Media Production, which is based on Arts, Science, Technology, Business, and Communication, has a vision of becoming a reference for schools/digital content study centers or the production of new media in Indonesia.

To realize its vision, the Media Production Study Program has held several programs, one of which is the Content Lab (COLAB), which is a pioneer in the Virtual Lab for content creators. COLAB collaborates with Academic, Business, Community, and Government (ABCG) and one of the activities carried out is Community Outreach.

This workshop is the first in a series of UI’s Media Production Lab Content series entitled “Pro-TECT (Promed Technology Content Creator Community Outreach)” in the context of community service programs. The resource persons at this workshop were Gerha Jayamala, M.M., entrepreneur and CEO of PT Bos Bayi Besar, guided by Margareta Manalu, S.Sos., M.Si. This online workshop, which was held at the end of April 2022, was open to the general public, from high school students to various universities students in Indonesia.

(Photo: Gerha explains content pillars for brand marketing)

The UI Vocational Director, Padang Wicaksono, S.E., Ph.D, said that technological advances and the dynamic behavior of people in accessing social media can be one of the marketing strategies to develop a brand. “Marketing approaches to develop innovative ideas for creative industry players and the general public can be developed through this workshop. Ramadhan can also be a moment to increase customer engagement for businesses, in addition to developing the scientific side of content monetization and digital campaigns for lecturers and students,” said Padang.

The Head of the Media Production Study Program, N. Rangga Wiwesa, M.I.Kom., as a servant at the workshop, said that the habits of users during the fasting month – such as when training was given – were different from usual days. “We can see that people will access their devices more, one of them is smartphones, to get a lot of information during this month,” he said.

“The target participants in this workshop are those who are interested in learning how to create content, especially for marketing. In addition to presenting the material, participants can also experience firsthand how the practice of content creation planning is through case studies that are given in groups,” said Rangga.

In her presentation, Gerha explained how to plan and the steps that must be prepared in creating content. “Content creators need to know the purpose of digital campaigns and maximize content creation, especially how content is made relevant to the right platform, and easy for customers to access our brand,” he said.

In planning content creation, there are five stages that need to be carried out by content creators, namely the purpose of the content being created; study the audience’s habits in accessing social media, for example the figures who influence them in making decisions (e.g. Key Opinion Leader/KOL or influencer); determine the effective platform and time; define content pillars based on a mix of audience interest and messages from brand; and make some brief which include moodboard/style guide.

In the workshop, participants were asked to work in groups and work on case studies in the form of branding and making content plans in the presentations. Next, they can present the results of the discussion of the case study.