Analysis and improvement of social media marketing for Ilona Pelli Oy
Laakso, Milja (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060316760
https://urn.fi/URN:NBN:fi:amk-2020060316760
Tiivistelmä
This thesis was commissioned by Ilona Pelli Oy, a Finnish clothing brand which has been a part of fashion design in Finland for many years. The company’s social media presence needed updating and, with that, gain needed publicity, new customers and sales. The company made limited use of its existing social media platforms and has had no proper content plan nor marketing plan. The objective of this thesis is to analyse the company’s current social media platforms and make an improvement plan. The plan will ultimately work as a guideline for the company to upgrade its social media presence in order to attain the required improvement in sales.
When working on the thesis the author gained knowledge of how social media works as a marketing platform. Understanding social media in general as well as its benefits and opportunities for business purposes was needed. Primary data, meaning the company’s personal social media analytics and custom data, was collected from the platforms Facebook and Instagram. The analytics were compared against those of its competitors. The improvement plan was curated by using framework that supported the creation of marketing strategies.
Based on the results, the author found out the importance of having knowledge of the company's potential customers. When marketing online, customer segmentation and specific demographics are crucial in order to market content to a targeted segment. The importance of authentic content and frequency of being active online is of great importance to keep followers and potential customers interested and committed to the company online. The analysis shed light on the fact that the company needs a working online sales platform and that it should also have a website that works in alignment with its social media marketing.
Problems regarding social media and the commission company is a lack of knowledge and the inability to use the platforms efficiently in order to obtain all possible benefits for the company. These problems could be tackled with a comprehensive social media plan drawn up and, once this is installed, having someone implement, monitor and update the platforms regularly, in accordance with the plan.
When working on the thesis the author gained knowledge of how social media works as a marketing platform. Understanding social media in general as well as its benefits and opportunities for business purposes was needed. Primary data, meaning the company’s personal social media analytics and custom data, was collected from the platforms Facebook and Instagram. The analytics were compared against those of its competitors. The improvement plan was curated by using framework that supported the creation of marketing strategies.
Based on the results, the author found out the importance of having knowledge of the company's potential customers. When marketing online, customer segmentation and specific demographics are crucial in order to market content to a targeted segment. The importance of authentic content and frequency of being active online is of great importance to keep followers and potential customers interested and committed to the company online. The analysis shed light on the fact that the company needs a working online sales platform and that it should also have a website that works in alignment with its social media marketing.
Problems regarding social media and the commission company is a lack of knowledge and the inability to use the platforms efficiently in order to obtain all possible benefits for the company. These problems could be tackled with a comprehensive social media plan drawn up and, once this is installed, having someone implement, monitor and update the platforms regularly, in accordance with the plan.