Social Media Marketing Plan for Erasmus Life Porto
Mahlakaarto, Essi (2023)
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051912054
https://urn.fi/URN:NBN:fi:amk-2023051912054
Tiivistelmä
The aim of this thesis is to create a social media marketing plan for the commissioner Erasmus Life Porto. Their main marketing channel is Instagram which is as well the principal social media channel that the thesis focuses on. The central tool utilised to conduct the marketing strategy is the SOSTAC model which is academically discussed and then applied into action.
The commissioner of the thesis presented a need for a more consisted and coherent marketing plan as the social media marketing of the company is ran by interns. Furthermore, the interns stay in the company only for the duration of one academic semester so the thesis will aim to give them guidelines on how the social media marketing should be successfully done to benefit the commissioner. The thesis can be also used for training purposes for new and already existing employees.
To begin, the commissioner Erasmus Life Porto is presented trough their business idea, services, and marketing channels. Moreover, to deepen the understanding of the company and the issues in their current marketing strategy a social media situation analysis is conducted together with a competitor analysis and a SWOT analysis.
To continue, the concept of social media is explored trough a literature review. The research consists of the topics of social media as a marketing tool, current consumer behaviour and trends on social media along with advantages and disadvantages of Instagram marketing for businesses.
Moreover, the planning of social media marketing for the commissioner is investigated academically trough the SOSTAC model and then put into action. Objectives, strategies, tactics, actions, and control stages are all explored, analysed, and then applied to create a social media marketing plan for Erasmus Life Porto.
To conclude the thesis, a social media content calendar for Erasmus Life Porto is created in which the improvement suggestions based on the research conducted are implemented. The social media content calendar is a weekly plan for the commissioner to adapt into their marketing strategy with a research-based content schedule for their main marketing channel Instagram.
The commissioner of the thesis presented a need for a more consisted and coherent marketing plan as the social media marketing of the company is ran by interns. Furthermore, the interns stay in the company only for the duration of one academic semester so the thesis will aim to give them guidelines on how the social media marketing should be successfully done to benefit the commissioner. The thesis can be also used for training purposes for new and already existing employees.
To begin, the commissioner Erasmus Life Porto is presented trough their business idea, services, and marketing channels. Moreover, to deepen the understanding of the company and the issues in their current marketing strategy a social media situation analysis is conducted together with a competitor analysis and a SWOT analysis.
To continue, the concept of social media is explored trough a literature review. The research consists of the topics of social media as a marketing tool, current consumer behaviour and trends on social media along with advantages and disadvantages of Instagram marketing for businesses.
Moreover, the planning of social media marketing for the commissioner is investigated academically trough the SOSTAC model and then put into action. Objectives, strategies, tactics, actions, and control stages are all explored, analysed, and then applied to create a social media marketing plan for Erasmus Life Porto.
To conclude the thesis, a social media content calendar for Erasmus Life Porto is created in which the improvement suggestions based on the research conducted are implemented. The social media content calendar is a weekly plan for the commissioner to adapt into their marketing strategy with a research-based content schedule for their main marketing channel Instagram.