Social media marketing plan : Case Papu Cafe
Vu, Hang (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023061223602
https://urn.fi/URN:NBN:fi:amk-2023061223602
Tiivistelmä
The thesis aims to improve social media marketing for a small-scale business in Helsinki, Finland. The social media marketing has three main goals: to increase brand awareness, maintain customer relation-ships, and attract more potential customers. The strategy is requested to map the whole scenario and synthesize the necessary tools. Additionally, the thesis seeks to adapt the criteria appropriate to the company's circumstances, such as being affordable and applying quickly.
The study bases on over three months working experiences of the author as trainee marketer at Papu Café. The thesis contains five main parts: introduction, theoretical framework, qualitative methods, social media marketing plan, and results evaluation. In the introduction, the thesis introduces the thesis's company, objectives, and limitations. The author used existing resources such as books, journals, and inter-net sources to build the theoretical framework. In the qualitative method, the survey method is used to collect data from customers. The survey aims to collect customer feedback and insights to improve the marketing plan and the products and services in the café. Also, SWOT matrix is used as the main technique to analyze. Then, the author analyses the current marketing situation of Papu Café, creating a social media marketing plan using the selected media platforms and tools. Lastly, the thesis discusses and evaluates the study results.
The social media marketing in the thesis is based on practical work. Thus, it is also considered a suggestion for the future of the Papu Café.
The study bases on over three months working experiences of the author as trainee marketer at Papu Café. The thesis contains five main parts: introduction, theoretical framework, qualitative methods, social media marketing plan, and results evaluation. In the introduction, the thesis introduces the thesis's company, objectives, and limitations. The author used existing resources such as books, journals, and inter-net sources to build the theoretical framework. In the qualitative method, the survey method is used to collect data from customers. The survey aims to collect customer feedback and insights to improve the marketing plan and the products and services in the café. Also, SWOT matrix is used as the main technique to analyze. Then, the author analyses the current marketing situation of Papu Café, creating a social media marketing plan using the selected media platforms and tools. Lastly, the thesis discusses and evaluates the study results.
The social media marketing in the thesis is based on practical work. Thus, it is also considered a suggestion for the future of the Papu Café.