Guidelines to creating a social media strategy for OPI Finland
Vo, Hien (2017)
Vo, Hien
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702082197
https://urn.fi/URN:NBN:fi:amk-201702082197
Tiivistelmä
This Bachelor’s thesis creates guidelines for creating a social media strategy for a company in Finland. The case company is a small Finnish import company, bm International, and the brand the guidelines are for is OPI Finland. The field of the company is the cosmetics and beauty industry.
This paper is based on three sources; desktop research for theory on social media, field research for the empirical study, and data gathered through the author’s four-year work experience with OPI Finland. The deskstop research was conducted between February 2015 and January 2017, and the field research was conducted from February to April 2015.
Social media marketing is a cost-efficient way for businesses to gain a name for themselves, especially for small companies as they can outshine the big brands without having to invest big amounts. The main benefits are great exposure, increased brand visibility, and increased sales. The best social media platforms in Finland to reach the cosmetics audience are Facebook, Instagram, LinkedIn, and company blogs. Daily posting has been proven to attract more followers, and maintain the existing ones. Creating attractive relevant content helps engage followers.
The final product of this paper are guidelines for creating a social media strategy for OPI Finland. They acts as a framework for bm International to create its own social media marketing plan for the upcoming years. The guideline consists of four modules; research, content, interaction and measurement. Research module is the first step of the guideline. In this phase the key competitors are researched, main products of the brand is listed, and the ideal client avatar is defined. OPI’s key competitors are L’Oréal, and Essie. The second module of the guideline is content. In this module, the social content is designed and planned, including timeline to publish the contents. For OPI Finland, content creation includes photos, tutorial videos, and educational blog posts. The following module is interaction, where the communication channels are defined. Facebook, Instagram, OPI Parties, and company blog are OPI Finland’s main interactions platforms. The last module of the guideline is measurement, where the progress of contents published is monitored, and the effectiveness of these contents are measured.
This paper is based on three sources; desktop research for theory on social media, field research for the empirical study, and data gathered through the author’s four-year work experience with OPI Finland. The deskstop research was conducted between February 2015 and January 2017, and the field research was conducted from February to April 2015.
Social media marketing is a cost-efficient way for businesses to gain a name for themselves, especially for small companies as they can outshine the big brands without having to invest big amounts. The main benefits are great exposure, increased brand visibility, and increased sales. The best social media platforms in Finland to reach the cosmetics audience are Facebook, Instagram, LinkedIn, and company blogs. Daily posting has been proven to attract more followers, and maintain the existing ones. Creating attractive relevant content helps engage followers.
The final product of this paper are guidelines for creating a social media strategy for OPI Finland. They acts as a framework for bm International to create its own social media marketing plan for the upcoming years. The guideline consists of four modules; research, content, interaction and measurement. Research module is the first step of the guideline. In this phase the key competitors are researched, main products of the brand is listed, and the ideal client avatar is defined. OPI’s key competitors are L’Oréal, and Essie. The second module of the guideline is content. In this module, the social content is designed and planned, including timeline to publish the contents. For OPI Finland, content creation includes photos, tutorial videos, and educational blog posts. The following module is interaction, where the communication channels are defined. Facebook, Instagram, OPI Parties, and company blog are OPI Finland’s main interactions platforms. The last module of the guideline is measurement, where the progress of contents published is monitored, and the effectiveness of these contents are measured.