SOCIAL MEDIA MARKETING ON THE EXAMPLE OF KRUUNUPUISTO HOTEL

Abstract

The main objective of the research was to create a fully-working product, which is a group in social network, which may be used for promotion and increasing of brand awareness. The research was based on my own expe- rience obtained during the moderation of beta-version of group “Kruunupuisto Hotel” in one of the most popu- lar social networks in Russia – Odnoklassniki.ru The study consists of historical background of marketing, description of social media marketing(abbreviation SMM sometimes in use), recommendations and case study based on the results received from the group in Od- noklassniki.ru to reveal some scenarios of use for tools described in the thesis and endorse ideas, facts and as- sumptions written before this part. Theoretical part of the thesis was created using data collection. Definitely, the main source of information for this topic is the Internet, because this sphere is quite young and developing and there aren’t any fundamental sources, except the sources related to the General theory of marketing The empirical part includes the description of my own study research made with help of experts in the area of promotion, AAA class advertising agency – Grafical. They provided all the facilities for the research including the object of study – Kruunupuisto Hotel, whose leaders wanted to enter the market of Russia using plenty of tools including SMM. I created the group in Odnoklassniki.ru, the purpose of which is to conduct a set of ac- tivities to attract content (people) from social network to the main page of the website. All the recommendations and facts in the empirical part are based on measurements and statistics. In the end I tried to arrange the layout of my thesis so as to make it a kind of a guide for newbies in SMM, with useful and proven information and my experience. And despite the fact of fast developing of social networks and changes, basics of this work will be relevant and useful through the time.