The importance of a branding strategy for Facebook success: Case Chiva-Som International Health Resort
Leskinen, Aleksi (2016)
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060211469
https://urn.fi/URN:NBN:fi:amk-2016060211469
Tiivistelmä
The thesis will investigate how a hotel resort can utilize Facebook effectively as a marketing tool while correlating and strengthening their brand image through a Facebook page. The hotel in question, Chiva-Som International Health Resort, is a high end luxury resort based in Thailand. The thesis was developed during an internship period at Chiva-Som corporate headquarters.
Theory of this thesis will examine how branding has developed over time, different aspects of branding and how companies have utilized branding as it has developed. Social Media and its evolution will be discussed, and this is linked to the best practices for social media content to drive more Facebook users on to the page.
The thesis looks to develop and implement a Facebook strategy for Chiva-Som, improve the communication between its customers, corporate, business partners and thus potentially in-crease traffic as a result. Chiva-Som has a very known and strong brand image that has to be portrayed in all its marketing channels, including Facebook. The Facebook strategy will be devised first by examining and analysing the initial state of the Chiva-Som Facebook page, competitors Facebook pages, and cooperating with the marketing staff of the hotel resort to develop a Facebook strategy. Chiva-Som marketing staff will implement the strategy and monitoring of the strategy was done remotely after the internship period had concluded.
For this thesis a quantitative approach will be used comparing data from two different time frames. The analysis will be done using fanpagekarma.com analytics tool in order to deter-mine how the Facebook page performed. The two time frames were before a Facebook strategy was implemented and after the Facebook strategy had been developed and imple-mented, each consisting of three months.
In conclusion increasing traffic is not necessarily the most relevant when implementing a Fa-cebook strategy for Chiva-Som. Having a clear plan for the utilization of Facebook as a mar-keting tool and updating it should be as critical as having one, as social media is rapidly evolving. It was crucial to align the Facebook page to reflect the Chiva-som brand, as all rele-vant brand reference points such as logos and names should resonate with the brand image.
Theory of this thesis will examine how branding has developed over time, different aspects of branding and how companies have utilized branding as it has developed. Social Media and its evolution will be discussed, and this is linked to the best practices for social media content to drive more Facebook users on to the page.
The thesis looks to develop and implement a Facebook strategy for Chiva-Som, improve the communication between its customers, corporate, business partners and thus potentially in-crease traffic as a result. Chiva-Som has a very known and strong brand image that has to be portrayed in all its marketing channels, including Facebook. The Facebook strategy will be devised first by examining and analysing the initial state of the Chiva-Som Facebook page, competitors Facebook pages, and cooperating with the marketing staff of the hotel resort to develop a Facebook strategy. Chiva-Som marketing staff will implement the strategy and monitoring of the strategy was done remotely after the internship period had concluded.
For this thesis a quantitative approach will be used comparing data from two different time frames. The analysis will be done using fanpagekarma.com analytics tool in order to deter-mine how the Facebook page performed. The two time frames were before a Facebook strategy was implemented and after the Facebook strategy had been developed and imple-mented, each consisting of three months.
In conclusion increasing traffic is not necessarily the most relevant when implementing a Fa-cebook strategy for Chiva-Som. Having a clear plan for the utilization of Facebook as a mar-keting tool and updating it should be as critical as having one, as social media is rapidly evolving. It was crucial to align the Facebook page to reflect the Chiva-som brand, as all rele-vant brand reference points such as logos and names should resonate with the brand image.