Optimizing social media channels for B2B startups : Case of Odd Expert Oy

Abstract

In recent years, the dramatic development of social media and its huge advances on global businesses cannot be deniable. With a large user base and useful analytics support, it helps many companies, especially startups, to reach their target audiences. Additionally, it requires low budget on advertising which stimulates all kinds of businesses to utilize social media channels.

This thesis analyzes the effectiveness of social media marketing from perspectives of business-to-business (B2B) startups by researching current trends of digital marketing, assessing its critical success factors, as well as evaluating three case companies: Trello, Egg Agency and Simple Solutions Joint Stock Company (S3). The primary objective is to assist Odd Expert Oy – the commissioner to discover the most appropriate solutions to optimize social media channels and maximize benefits.

The study used qualitative method to investigate the topic. Various books, online publications, journals, and desktop studies were reviewed to gain basic knowledge of social media marketing and its advantages. Trello, which is considered as the main competitor of the commissioner, was analyzed from social marketing perspectives. Additionally, two interviews with digital marketing experts: Ms. Rachel Nga Phan, Account Manager of Egg Agency and Mr. Duy Huynh, Chief Operation Officer of S3 were arranged to get their insights on social media marketing. The results would explain how to prepare a good social media marketing plan, as well as how to measure its success. Furthermore, it determined that social media marketing helped businesses to achieve three important elements: brand awareness, customer engagement and high conversion leads.