BPJS Ketenagakerjaan·2016
BPJS Ketenagakerjaan - Government Social Media & SEO at National Scale
Full-service digital marketing campaign for Indonesia's national employment social security agency serving millions of workers. Arfadia managed social media operations, SEO, complaint handling, microsites, and campaign execution. The program won Indonesia's Most Interactive Brand award from SWA MIX Marketing Communications and transformed BPJS Ketenagakerjaan's digital presence from a passive government account into one of the most responsive public institutions on social media in Indonesia.
Challenge
BPJS Ketenagakerjaan had no dedicated digital team. Social media was managed by internal staff alongside their primary responsibilities. Citizen complaints went unanswered outside office hours. Facebook engagement sat at just 2% with 76,000 likers. Twitter had 32,100 followers, below institutional targets. The keyword "Dana Pensiun" (pension fund), critical for public awareness, ranked at position 183 on Google. Content lacked visual storytelling and there was no integrated campaign framework connecting social media, SEO, and public communication objectives.
Solution
Arfadia deployed a dedicated team handling social media management, content creation, SEO, SLA-based complaint handling, microsite development, and integrated campaign execution. The complaint handling system operated with strict SLA protocols achieving 5-minute average response time across 26,235 tickets covering JHT inquiries (37% of volume), registration questions, and claim processes. SEO efforts targeted five priority keywords including "Dana Pensiun", "BPJS Ketenagakerjaan", and "Jamsostek" with comprehensive on-page and off-page optimization. Content strategy shifted to visual storytelling with infographics, video content, and interactive campaign microsites to drive citizen engagement and program awareness at national scale.
Results
Facebook engagement surged from 2% to 29% (14.5x increase). Facebook likers grew from 76,000 to 107,000+. Twitter followers grew from 32,100 to 50,400+. "Dana Pensiun" keyword moved from Google position 183 to #2. 26,235 citizen complaints handled via social media SLA system with 5-minute average response time. Campaign microsites generated consistent monthly traffic with peak performance in December 2016. Won Indonesia's Most Interactive Brand award from SWA MIX Marketing Communications (SWA Media Group). Won Best Social Media Agency Award from the same publication.
The BPJSTK team is satisfied with the services, performance, achievements and outputs provided by ARFADIA in this project.
Brian Radiastra
Project Details
Year
2016
