Strategi Harian Kompas Dalam Membangun Brand Engagement NFT Kompas Melalui Aktivitas Community Relation

Abstract

Digital transformation is something that most industrial players have done and continue to do. Transformation is carried out, through the use of the latest technology products such as non-fungible tokens (NFT). The popularity of NFTs, has grown rapidly and has become a hot topic of conversation in Indonesia. Kompas Daily as the largest national media in Indonesia has introduced NFT products through the Narasi Fakta Terkurasi (NFT Kompas) project since June 28, 2022. This project started with a decision to explore new business potential within the Kompas Gramedia Group. The boom in crypto, NFT and metaverse in early 2022 is considered as a great potential to develop the business. To support the Kompas NFT project, Kompas Daily is building a community and holding various activities as an effort to build Kompas NFT brand engagement. This research first adapts the Community Involvement concept by Lakin & Scheubel (2017) to understand Kompas' daily strategy, especially in building brand engagement in the Kompas NFT online community on the Discord channel. It was concluded that Kompas' NFT technology products had received a positive response and were able to build brand engagement in the NFT community which had the potential to become a new audience for Kompas Daily. Second, through Everett M. Rogers' diffusion-of-innovation theory, the research also explores the socialization strategy for Kompas NFT products. It was concluded that the exhibition forums, media articles and Townhall Meetings held by Kompas Daily to encourage the adoption of NFT innovation internally and externally to the company, were effective strategies for building audience adaptation to Kompas NFTs. This qualitative research using can be developed further, especially to examine more deeply community relations strategies for new technology products that are increasingly appearing in this digital era.