At a glance
- Client: Rumah BUMN
- Sector: SME development / training
- Region: Indonesia
- Service: Training curriculum and learning materials
The challenge
Rumah BUMN hubs, run by Indonesia's state-owned enterprises, support local micro and small businesses (UMKM) and young people looking for work. Many participants were new to selling online. They needed simple, step-by-step material in Indonesian to help them set up business accounts, plan and make content, read their own analytics, try paid ads and work with local influencers. A separate need was a short, practical session on customer service for young people seeking retail jobs. The materials had to suit beginners and be usable in hands-on workshops.
What we did
- Designed a social media curriculum (an SOP of 13 modules) running from a beginner's introduction to Instagram, Facebook and TikTok through to evaluation and leadership.
- Wrote a Meta-standard guidebook with timed sessions (about 5.5 hours in total): ecosystem basics, profile and branding, content creation, analytics, basic Meta ads, and community building.
- Gave click-by-click tutorials for converting to business accounts, adding bio, contact and CTA buttons in Meta Business Suite, and reading Insights.
- Added simple rules of thumb participants can apply: a weekly 10% reach target, a 2% engagement-rate benchmark, 7-day A/B tests, and posting at least 3 times a week.
- Showed participants how to feed their own Insights results into ChatGPT with a fill-in prompt to generate content ideas.
- Built practical templates: a monthly content calendar, a daily posting schedule, an analytics worksheet and a portfolio template.
- Produced a 90-minute customer-service session for young retail job seekers, built around a five-step 'PRIMA' service framework with a timed role-play and debrief.
Topics covered
- Meta ecosystem: Facebook, Instagram, WhatsApp, Messenger
- Business profiles, branding and feed consistency in Canva
- SEE-THINK-DO-CARE content funnel
- Reading Insights: reach, engagement, saves, conversions
- Boost Post vs Ads Manager
- Community building, user-generated content and micro-influencers
- Copywriting, simple video and Canva editing
- Retail customer service and complaint handling
What we delivered
A set of RPA-branded, Indonesian-language training decks covering 12 modules in the final submitted set (August 2025). With them came a written Meta strategy guidebook, a content calendar spreadsheet, an analytics worksheet and a portfolio template. Separately, we delivered a 90-minute customer-service training deck for retail job seekers.
Social media curriculum for small businesses and local KOLs
Slide decks (Canva) · 12 modules in the final submission
- Introduction to social media for beginners
- Content mindset, content strategy and emotional connection
- Product photography and simple promotional video
- Soft-selling and closing techniques
- Copywriting, Canva editing and social media analysis
- Critical thinking, creativity and leadership for MSMEs
Meta strategy guidebook
Written guidebook · 6 timed sessions, about 5.5 hours
- Create, Engage, Grow principles
- Business account set-up and Meta Business Suite tutorials
- SEE-THINK-DO-CARE content formula and short-video tips
- Insights tutorials: best posting times, reach targets, saves, CTA conversions, A/B tests
- Boost Post and Ads Manager basics with example costs
- Story features, hashtag campaigns, user-generated content and micro-KOLs
Content calendar and worksheets
Spreadsheet and worksheet templates · Monthly calendar, daily schedule, analytics worksheet
- Monthly content-pillar calendar
- Daily schedule: date, time, pillar, platform, format, caption, status, links
- Worksheet to record best content, format, topic, posting time and dominant audience
Customer service in modern retail
Slide deck · One 90-minute session
- Why service skills matter for young retail job seekers
- The PRIMA framework: professional appearance, friendly listening, accurate information, problem solving, appreciation
- Example phrases and daily habits for each step
- Store role-play scenario with timed rounds
- Debrief questions
What we found
- Beginners needed exact click paths more than theory. Each guidebook topic pairs a short summary with a numbered tutorial.
- We turned analytics into a few simple decisions: two best topics, one best format, the dominant audience, and the top posting times. Participants then apply them to next month's calendar.
- Simple benchmarks gave participants a target to work towards: 10% more reach each week, and at least 2% engagement before changing their content approach.
- For small budgets, the guidebook steers participants to Boost Post first and to local micro-influencers (about 10,000–100,000 followers) rather than large campaigns.
In numbers
- Retail contributes 12.96% of Indonesia's GDP (cited in the customer-service deck).
- Meta Boost Post daily budgets range from about IDR 32,600 to IDR 1.64 million (cited in the guidebook).
Key takeaway
Training small-business owners on social media works best when every concept ends in a concrete step they can do on their own phone that day.