Developing social media content strategy for Golla
Hakola, Elina (2016)
Hakola, Elina
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603183361
https://urn.fi/URN:NBN:fi:amk-201603183361
Tiivistelmä
Social media environment has changed the way companies and brands communicate with their customers and audiences. Traditionally brands have been able to send marketing messages to the audiences through mass media channels. In social media environment brands can reach audiences globally, and target their messages to smaller niche groups.
To gain awareness, brands have to provide the audiences something valuable. Brands have to know their audiences well, so listening and taking part in conversations is cru-cial. The content has to be entertaining or useful in order to engage the people. Content is the most important component of a brands online presence.
This thesis examined the possibilities of communication, brand development and customer engagement in social media environment for a brand called Golla. The aim was to gain awareness among the desired target group, find tools to improve content production and sharing knowledge among the communication practitioners in Golla's team. In addition to this report, a guide booklet was constructed and handed in to the company.
The data for this thesis was gathered through two semi-structured interviews, a workshop, by benchmarking other brands’ activity, and email conversations with the team about campaign planning. Literature, professional presentations and other insight from the field of marketing and communication supported the suggestions for Golla's team.
The research showed that the brand had very little resources and experience in social media communication, but the communication team was eager to learn and try new things. Based on the research, this thesis suggests some tools and practices to support the content creation and production as well as some principles and ideas for the content itself. The main finding of this study is customer oriented content marketing and communication that supports the relationship between the brand and the audience.
To gain awareness, brands have to provide the audiences something valuable. Brands have to know their audiences well, so listening and taking part in conversations is cru-cial. The content has to be entertaining or useful in order to engage the people. Content is the most important component of a brands online presence.
This thesis examined the possibilities of communication, brand development and customer engagement in social media environment for a brand called Golla. The aim was to gain awareness among the desired target group, find tools to improve content production and sharing knowledge among the communication practitioners in Golla's team. In addition to this report, a guide booklet was constructed and handed in to the company.
The data for this thesis was gathered through two semi-structured interviews, a workshop, by benchmarking other brands’ activity, and email conversations with the team about campaign planning. Literature, professional presentations and other insight from the field of marketing and communication supported the suggestions for Golla's team.
The research showed that the brand had very little resources and experience in social media communication, but the communication team was eager to learn and try new things. Based on the research, this thesis suggests some tools and practices to support the content creation and production as well as some principles and ideas for the content itself. The main finding of this study is customer oriented content marketing and communication that supports the relationship between the brand and the audience.