Facebook Marketing Strategy : Case: Pint Please Mobile Application
Pasma, Melissa (2017)
Pasma, Melissa
Oulun ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017060212161
https://urn.fi/URN:NBN:fi:amk-2017060212161
Tiivistelmä
This thesis was made to develop a Facebook marketing strategy for a mobile application start-up company Pint Please Ltd in order to improve their Facebook marketing in the United Kingdom. The aim of this thesis is to help the commissioner plan, implement, measure and improve their marketing activities in Facebook and support their marketing efforts in acquiring users for their craft beer application. The theory introduces marketing strategy development process and focuses on describing Facebook as a marketing channel.
The theoretical framework consists of identifying commissioner’s resources, competition and target consumer segments, explains how to set marketing objectives, introduces brand positioning and discusses how to apply these elements in social media communication. Marketing in Facebook is described more in detail by introducing owned, paid and earned media types with a special focus in company’s own Facebook page and paid advertisements. The thesis also introduces how to measure Facebook marketing outcome by using Facebook Insights, Facebook Ads Manager and in the case of an app company, Facebook Analytics for Apps. The theory is then applied into practice in a form of a Facebook marketing strategy creation: commissioner’s current Facebook marketing performance is studied, objectives are set, metrics to monitor are chosen and strategies as well as detailed tactical proposals are given for further development. The main research methods used were desktop research and observation of app user data as well as data on commissioner’s Facebook marketing. In addition marketing books and several online articles were studied.
The Facebook marketing strategy of Pint Please emphasizes the importance of differenting the app from competitive offering, meeting the interests of potential craft beer app users and providing added value for existing Facebook page followers. It also sets clear goals for paid and owned Facebook medias in order to incorporate efficient marketing messages for right audiences. In addition the strategy focuses on efficient use of marketing budget by optimizing the targeting of paid advertisements in driving new app installs.
The theoretical framework consists of identifying commissioner’s resources, competition and target consumer segments, explains how to set marketing objectives, introduces brand positioning and discusses how to apply these elements in social media communication. Marketing in Facebook is described more in detail by introducing owned, paid and earned media types with a special focus in company’s own Facebook page and paid advertisements. The thesis also introduces how to measure Facebook marketing outcome by using Facebook Insights, Facebook Ads Manager and in the case of an app company, Facebook Analytics for Apps. The theory is then applied into practice in a form of a Facebook marketing strategy creation: commissioner’s current Facebook marketing performance is studied, objectives are set, metrics to monitor are chosen and strategies as well as detailed tactical proposals are given for further development. The main research methods used were desktop research and observation of app user data as well as data on commissioner’s Facebook marketing. In addition marketing books and several online articles were studied.
The Facebook marketing strategy of Pint Please emphasizes the importance of differenting the app from competitive offering, meeting the interests of potential craft beer app users and providing added value for existing Facebook page followers. It also sets clear goals for paid and owned Facebook medias in order to incorporate efficient marketing messages for right audiences. In addition the strategy focuses on efficient use of marketing budget by optimizing the targeting of paid advertisements in driving new app installs.