Social Media Marketing Plan for Kamome Restaurant
Le, Nguyen Thanh Thao (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112021738
https://urn.fi/URN:NBN:fi:amk-2019112021738
Tiivistelmä
The main purpose of this thesis is to help Kamome Restaurant to attract local customers. A social media marketing plan is created to serve this main purpose. A research is executed to help the author to find out key points in order to build a solid and suitable social media marketing plan for Kamome Restaurant. There are 3 objectives that the research needs to achieve:
- To find out what is the target audience that Kamome Restaurant should focus.
- To find out which social media networks that Kamome Restaurant should concentrate.
- To find out the social media marketing content that Kamome Restaurant can utilize to attract local customers.
The thesis has two main parts: theory review and empirical part.
The theory review consists 3 parts: Digital marketing, Social media marketing and Social media marketing in restaurant industry. The knowledge base of this part is gathered from several specialised books as well as scientific articles.
Empirical part is a social media marketing plan based on the social media marketing plan outline in theory review part. This part also includes a research about customer’s social media using behaviour in restaurant industry. Quantitative research method is applied with deductive approach, supported by descriptive and correlation research. A questionnaire is designed to collect data for the research. It is conducted in two ways, paper form in the restaurant as well as surrounding area and online form through internet. The result of the collected data is analysed with a description of each variables, Chi-square test as well as Cramer’s V Test are used for correlation analysis between set of variables.
As a result of this thesis, a social media marketing plan is created. The plan contains analysis in internal and external environments, defined target audience. Several adjustments and ideas are suggested about Kamome restaurant’s website, social media posts’ content, social media marketing campaign. In the end, measure tools are introduced to observe the performance of social media marketing plan.
- To find out what is the target audience that Kamome Restaurant should focus.
- To find out which social media networks that Kamome Restaurant should concentrate.
- To find out the social media marketing content that Kamome Restaurant can utilize to attract local customers.
The thesis has two main parts: theory review and empirical part.
The theory review consists 3 parts: Digital marketing, Social media marketing and Social media marketing in restaurant industry. The knowledge base of this part is gathered from several specialised books as well as scientific articles.
Empirical part is a social media marketing plan based on the social media marketing plan outline in theory review part. This part also includes a research about customer’s social media using behaviour in restaurant industry. Quantitative research method is applied with deductive approach, supported by descriptive and correlation research. A questionnaire is designed to collect data for the research. It is conducted in two ways, paper form in the restaurant as well as surrounding area and online form through internet. The result of the collected data is analysed with a description of each variables, Chi-square test as well as Cramer’s V Test are used for correlation analysis between set of variables.
As a result of this thesis, a social media marketing plan is created. The plan contains analysis in internal and external environments, defined target audience. Several adjustments and ideas are suggested about Kamome restaurant’s website, social media posts’ content, social media marketing campaign. In the end, measure tools are introduced to observe the performance of social media marketing plan.