Managing Customer Relationships in the Social Media : Case: Diamo oy
Laakso, Heidi (2013)
Laakso, Heidi
Saimaan ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013060312582
https://urn.fi/URN:NBN:fi:amk-2013060312582
Tiivistelmä
The purpose of this study was to increase the amount of new likes of Diamo Oy in the social media network site Facebook, eventually aiming for the creation of new customer relationships, increased visibility of the company and into strictly increasing purchasing of their products. The theoretical part of the study consists of the role of content production in the social media field and customer relationship management, of which particularly customer acquisition and retention are discussed more thoroughly. These matters form the core of the thesis.
The data for this study were collected from books and articles referring to customer relationship management, Internet marketing and social media networking in particular, which acted as the primary sources of information. Books and articles from the Internet as well as the Lappeenranta Academic Library databases were also utilized. The information concerning the target company’s competitors was mainly acquired from the Internet, which acted as the secondary source along with a qualitative theme interview providing information particularly on the customer base of the target company.
As an end result of this thesis a separate guide on how to acquire new likes for Diamo Oy’s Facebook page was created. When conducting the guide, it was crucially important to keep in mind the line of business Diamo Oy is in and the image that it wants to convey to consumers. All the suggestions in the guide are derived from the theory keeping in mind the operating environment, which today is not solely about broadcasting a company’s message and getting the largest reach and frequency, but about taking part in conversations, listening, engaging and empowering.
The data for this study were collected from books and articles referring to customer relationship management, Internet marketing and social media networking in particular, which acted as the primary sources of information. Books and articles from the Internet as well as the Lappeenranta Academic Library databases were also utilized. The information concerning the target company’s competitors was mainly acquired from the Internet, which acted as the secondary source along with a qualitative theme interview providing information particularly on the customer base of the target company.
As an end result of this thesis a separate guide on how to acquire new likes for Diamo Oy’s Facebook page was created. When conducting the guide, it was crucially important to keep in mind the line of business Diamo Oy is in and the image that it wants to convey to consumers. All the suggestions in the guide are derived from the theory keeping in mind the operating environment, which today is not solely about broadcasting a company’s message and getting the largest reach and frequency, but about taking part in conversations, listening, engaging and empowering.