Background
The G20 is an economic and development cooperation forum comprised of 19 countries (Argentina, Australia, Brazil, Canada, China, Germany, France, India, Indonesia, Italy, Japan, Mexico, Russia, Saudi Arabia, South Africa, South Korea, Turkiye, United Kingdom, United States) and the European Union. For the first time since the G20’s formation in 1999, Indonesia received the baton for its one-year chairmanship in December 2021.
In managing public communications, the G20 passes on the management of its website and social media (Facebook, Instagram, Twitter) to its current host country every year. It was a logical consequence for Indonesia to fully comply with guidelines for managing social media content so the interests of all G20 members could be accommodated.
The Ministry of Communications and Informatics (MCI/Kemenkominfo) entrusted the management of G20 digital media to Konner Advisory from December 2021 until its culmination event, the G20 Bali Summit held in November 2022.
Challenge
The Indonesian G20 Presidency in 2022 was held at a time when the COVID-19 pandemic was still ongoing, making the world’s economic recovery a top priority agenda. As the only ASEAN country among G20 members, Indonesia was fully responsible for the success of the G20 Presidency in terms of substance and organization. Therefore, MCI needed to ensure that public communications are carried out properly so as to encourage the forming of support from all parties in international and national spheres.
The challenges of public communication in the management of G20 social media were: (1) accommodating national issues while balancing other information for the interests of all member countries in the existing G20 social media; (2) transforming technocratic content into easy-to-understand content for Indonesian audience to foster community interest and involvement during the momentum; and (3) the emergence of a geopolitical challenge due to the Russia-Ukraine war, which had significant implications on the achievement of the G20 common goals.
These challenges became valuable lessons for Konner, to fully pay attention to the sensitivity of the communication context in digital media management.
Strategic Solution
To accommodate national interests and address the challenges of different characteristics between national and international audiences, MCI and Konner Advisory managed two social media accounts, namely (1) the G20org account with a global outlook, and; (2) Indonesia.g20 account targeted at local Indonesian audience.
MCI and Konner Advisory created different guidelines for content pillars and key visuals between the two accounts to facilitate different positioning. G20 content management was carried out organically without paid ads. Therefore, we implemented several strategies to massively foster the growth of indonesia.g20 accounts, including (a) growth hacking; (b) content marketing to generate engagement; (c) shareable content; (d) Instagram Live & podcasts; (e) user-generated content; and (d) collaboration with local brands involved to generate cross exposure.
By understanding the current geopolitical situation, we sharpened our sensitivity in managing social media content which was very essential in every communication step, for instance: selecting photo content, editing video footage, using appropriate diction, and managing narratives to remain neutral, especially during the G20 Bali Summit.
Result
The Indonesian G20 Presidency was an important momentum for all. The support from all parties, including the government, state-owned enterprises, commercial brands, communities, MSMEs, and influencers, was very beneficial to the growth of G20 social media, especially in indonesia.g20 account.
We manage five accounts in total, which include: (1) Facebook @g20org; (2) Instagram @g20org; (3) Twitter @g20org; (4) Instagram @indonesia.g20; and (5) Twitter @Indonesia_G20. The following are the total social media management results achieved for almost a year through organic campaigns.
Indonesia Account
Indonesia Account
Total Followers
0
Total Engagement
0
Total IG Live Viewer
0
Total Reach
0
Total User Generated Content
0
+
Total Instagram Profile Visit
0
Total Impressions
0
Global Account
Global Account
Total Followers
0
Total Engagement
0
Total Reach
0
Total Impressions
0
Total Instagram Profile Visit
0