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Social Media Planning : Case Company Forsman tea
Lempiäinen, Joona (2017)
Lempiäinen, Joona
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201705178736
https://urn.fi/URN:NBN:fi:amk-201705178736
Tiivistelmä
In today’s world, where social media platforms are increasing in popularity and commonplace everywhere, the role of social media marketing is increasingly important.
This study was commissioned by Forsman tea, a company that imports, mixes, bags, and finally sells tea and tea related products, mostly through B2B channels. While the case company is active on social media it does not have a clear plan for social media marketing. The objective of this study is to provide valuable information on how social media activities should be planned, what key performance indicators should be considered, and what can be learned from the market and industry audience through benchmarking and conducting a survey. This study will focus on four of the most used social media platforms; Facebook, YouTube, Instagram, and Twitter.
The theoretical framework touches upon the benefits and challenges of social media, social media trends in 2017, social media engagement, content marketing and cross promotion, but the focus will be on the planning and strategy phases of social media marketing. Key performance indicators are crucial in determining the success of social media efforts and for this reason are also discussed in the study.
Benchmarking is used in this study to gain insights into how two similar, but larger companies organize their social media activities, what type of content they use, how frequently and how their audience reacts to the efforts. This study also utilizes a survey-based research to map case company’s customer’s social media preferences. The survey itself received over 900 replies and provides valuable insights into the case company, even when separated from this study.
The concluding chapter draws together what was learned from the theoretical framework and combines the framework with the results of the benchmarking and the survey to provide valuable suggestions for the case company’s social media marketing actions.
These suggestions will provide information on social media planning, but will also provide information of which platforms social media efforts should be directed towards, and which strategical elements to include for each platform. Implementing the suggestions provided, the case company can enhance its social media efforts to a new level.
This study was commissioned by Forsman tea, a company that imports, mixes, bags, and finally sells tea and tea related products, mostly through B2B channels. While the case company is active on social media it does not have a clear plan for social media marketing. The objective of this study is to provide valuable information on how social media activities should be planned, what key performance indicators should be considered, and what can be learned from the market and industry audience through benchmarking and conducting a survey. This study will focus on four of the most used social media platforms; Facebook, YouTube, Instagram, and Twitter.
The theoretical framework touches upon the benefits and challenges of social media, social media trends in 2017, social media engagement, content marketing and cross promotion, but the focus will be on the planning and strategy phases of social media marketing. Key performance indicators are crucial in determining the success of social media efforts and for this reason are also discussed in the study.
Benchmarking is used in this study to gain insights into how two similar, but larger companies organize their social media activities, what type of content they use, how frequently and how their audience reacts to the efforts. This study also utilizes a survey-based research to map case company’s customer’s social media preferences. The survey itself received over 900 replies and provides valuable insights into the case company, even when separated from this study.
The concluding chapter draws together what was learned from the theoretical framework and combines the framework with the results of the benchmarking and the survey to provide valuable suggestions for the case company’s social media marketing actions.
These suggestions will provide information on social media planning, but will also provide information of which platforms social media efforts should be directed towards, and which strategical elements to include for each platform. Implementing the suggestions provided, the case company can enhance its social media efforts to a new level.