Social Media Marketing Strategy : Case Company: Boulevard Oy
Kettunen, Juulia (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202305109187
https://urn.fi/URN:NBN:fi:amk-202305109187
Tiivistelmä
Social media marketing offers businesses great opportunities for promoting their products as well as connecting with customers. The effectiveness in social media requires advance preparation and monitoring of marketing activities, therefore the social media marketing strategy plays an important role. In view of this, the primary objective of this thesis was to develop a social media marketing strategy for the case company, Boulevard Oy, and offer the company solutions for assessing the effectiveness of the implementation of their social media activities in practice.
The theoretical framework of the research discusses social media as a phenomenon, its benefits and disadvantages, different social media channels as well as current trends related to the topic. Furthermore, social media marketing was covered from the strategical point of view. The aim of the research was yielding answers to the research question, which was considering how the social media marketing of Boulevard Oy could be improved. Moreover, the research was conducted applying both quantitative and qualitative methods including an online survey for the company’s social media followers as well as interviews for employees involved in social media activities. Additionally, the current social media presence of the case company was analyzed by examining Boulevard Oy’s Instagram and Facebook analytics, whereas the benchmarking
approach was utilized for investigating the competitive situation of the company.
In summary, the research offered valuable information about the target group of Boulevard Oy’s social media by explicating which social media channels they were using and which kind of content they were interested in. The results of the study indicated that the target group of Boulevard Oy was the most active on Instagram and had the strongest interest in visual content related to current offers and new products. Moreover,
employees involved in social media activities emphasized the importance of planning and coordinating of social media activities. Importantly, the conclusions about the current social media presence assisted especially in generating the objectives of Boulevard Oy’s social media strategy.
Based on findings, a social media marketing strategy was developed for Boulevard Oy that focused on
increasing sales and awareness as well as engaging more with followers through regularity and diverse visually appealing content. Overall, the study demonstrated the importance of conducting thorough research to develop an effective social media marketing strategy. The results can be utilized by the case company to improve their social media presence and engage more effectively with their target audience.
The theoretical framework of the research discusses social media as a phenomenon, its benefits and disadvantages, different social media channels as well as current trends related to the topic. Furthermore, social media marketing was covered from the strategical point of view. The aim of the research was yielding answers to the research question, which was considering how the social media marketing of Boulevard Oy could be improved. Moreover, the research was conducted applying both quantitative and qualitative methods including an online survey for the company’s social media followers as well as interviews for employees involved in social media activities. Additionally, the current social media presence of the case company was analyzed by examining Boulevard Oy’s Instagram and Facebook analytics, whereas the benchmarking
approach was utilized for investigating the competitive situation of the company.
In summary, the research offered valuable information about the target group of Boulevard Oy’s social media by explicating which social media channels they were using and which kind of content they were interested in. The results of the study indicated that the target group of Boulevard Oy was the most active on Instagram and had the strongest interest in visual content related to current offers and new products. Moreover,
employees involved in social media activities emphasized the importance of planning and coordinating of social media activities. Importantly, the conclusions about the current social media presence assisted especially in generating the objectives of Boulevard Oy’s social media strategy.
Based on findings, a social media marketing strategy was developed for Boulevard Oy that focused on
increasing sales and awareness as well as engaging more with followers through regularity and diverse visually appealing content. Overall, the study demonstrated the importance of conducting thorough research to develop an effective social media marketing strategy. The results can be utilized by the case company to improve their social media presence and engage more effectively with their target audience.