Social media content plan for Puroa Goods Oy
Saharinen, Riina (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202304256373
https://urn.fi/URN:NBN:fi:amk-202304256373
Tiivistelmä
Due to the rise of digitalization and the use of mobile phones, social media has become increasingly intertwined with our daily lives. Consequently, businesses of all kinds should embrace social media marketing and utilize storytelling, influencer marketing, and user-generated content to reach and increase engagement in their target audiences. By embracing social media and content marketing, companies can significantly increase their chances of success and sales growth.
This product-based thesis was commissioned by Puroa Goods Oy, a food startup company based in Helsinki. The two objectives of this thesis were to develop a social media content plan for the summer of 2023 and to provide a general knowledge base for social media and content marketing. This thesis is divided into two parts. The first part consists of the theoretical framework, which includes an overview of the company, its business environment, and the food industry. It also covers an overview of the marketing literature, studies, articles, and relevant concepts about social media marketing, content marketing, and the planning process. The second part consists of the actual outcome, a social media content plan for Puroa Goods, which can be used with the knowledge base developed in the first part. Interviews with the CEO of Puroa Goods and a marketing expert from Meltwater, competitor analysis, and systematic social media analysis were used as methods in this thesis to gain more insight into social media marketing and the company’s target audience. The planning process for this thesis started in the summer of 2022, and the thesis’s writing process ended in March-April 2023. The idea for this thesis came from observing that the company could develop its social media and content marketing further.
The author of this thesis discovered the significance of accurately understanding a company’s target audience when developing social media marketing and how it ultimately determines its success. The findings of this product-based thesis indicate that implementing social media marketing can be challenging for businesses of all types, requiring significant time, effort, and resources. Many companies struggle to produce interactive and engaging content and reach their target audiences effectively. This thesis's findings suggest that to create such content, businesses need to thoroughly understand their target audience and how social media content can deliver value. In summary, this may require shifting from traditional advertising-focused content to more interactive, value-added, entertaining, and co-created content.
The commissioning company found the thesis valuable and comprehensive overall. The company was satisfied with the author ́s background work for this thesis. It found the competitor analysis and the content recommendations useful and will implement them within its resources.
This product-based thesis was commissioned by Puroa Goods Oy, a food startup company based in Helsinki. The two objectives of this thesis were to develop a social media content plan for the summer of 2023 and to provide a general knowledge base for social media and content marketing. This thesis is divided into two parts. The first part consists of the theoretical framework, which includes an overview of the company, its business environment, and the food industry. It also covers an overview of the marketing literature, studies, articles, and relevant concepts about social media marketing, content marketing, and the planning process. The second part consists of the actual outcome, a social media content plan for Puroa Goods, which can be used with the knowledge base developed in the first part. Interviews with the CEO of Puroa Goods and a marketing expert from Meltwater, competitor analysis, and systematic social media analysis were used as methods in this thesis to gain more insight into social media marketing and the company’s target audience. The planning process for this thesis started in the summer of 2022, and the thesis’s writing process ended in March-April 2023. The idea for this thesis came from observing that the company could develop its social media and content marketing further.
The author of this thesis discovered the significance of accurately understanding a company’s target audience when developing social media marketing and how it ultimately determines its success. The findings of this product-based thesis indicate that implementing social media marketing can be challenging for businesses of all types, requiring significant time, effort, and resources. Many companies struggle to produce interactive and engaging content and reach their target audiences effectively. This thesis's findings suggest that to create such content, businesses need to thoroughly understand their target audience and how social media content can deliver value. In summary, this may require shifting from traditional advertising-focused content to more interactive, value-added, entertaining, and co-created content.
The commissioning company found the thesis valuable and comprehensive overall. The company was satisfied with the author ́s background work for this thesis. It found the competitor analysis and the content recommendations useful and will implement them within its resources.