Social Media Marketing plan for Hard Rock Cafe Helsinki
Tcivina, Alisa (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060917828
https://urn.fi/URN:NBN:fi:amk-2020060917828
Tiivistelmä
The importance of social media marketing for brands relies on its ability to reach target audience cost-effectively and in a measurable way. Therefore, the goal of this thesis is to create social media marketing plan for Hard Rock Cafe Helsinki to improve visibility and customer engagement rate. PR Smith SOSTAC planning framework was used as the guide concept since it makes it easy to structure different marketing activities.
Three social media platforms were analysed – Facebook, Instagram, and WhatsApp. Two of these channels are utilized by the restaurant already and one is introduced as a new way for marketing and communication. Based on the various tools and methods that was explained and utilized, detailed strategies, tactics and actions were offered for each platform. In addition, content marketing calendars were created for Facebook and Instagram.
The scope of the research is to collect data from Hard Rock Cafe Helsinki and three competitors – Naughty BRGR, Friends & brgrs and Pizza Hut Suomi – to analyse their social media performances. Therefore, this work aims to improve social media marketing efforts based on information researched in theory part as well as provided during small qualitative research that was conducted to gain customer insights. Data collected from interviews was combined with literature reviews and implemented into the product.
Three social media platforms were analysed – Facebook, Instagram, and WhatsApp. Two of these channels are utilized by the restaurant already and one is introduced as a new way for marketing and communication. Based on the various tools and methods that was explained and utilized, detailed strategies, tactics and actions were offered for each platform. In addition, content marketing calendars were created for Facebook and Instagram.
The scope of the research is to collect data from Hard Rock Cafe Helsinki and three competitors – Naughty BRGR, Friends & brgrs and Pizza Hut Suomi – to analyse their social media performances. Therefore, this work aims to improve social media marketing efforts based on information researched in theory part as well as provided during small qualitative research that was conducted to gain customer insights. Data collected from interviews was combined with literature reviews and implemented into the product.