Social media marketing plan & branding for a B2B company : case Normiopaste Oy
Söderström, Melissa (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052917506
https://urn.fi/URN:NBN:fi:amk-2024052917506
Tiivistelmä
The purpose of the thesis was to create an actionable and practical social media marketing plan for the case company Normiopaste Oy. The commissioner operates in business-to-business (B2B) sector in the infrastructure and traffic sign industry. Normiopaste Oy did not have a concrete social media marketing plan which this practice-based thesis aimed to provide.
The thesis examined social media marketing from the viewpoint of brand awareness. The main objective of the commissioner with social media was to gain brand awareness and improve brand image. In addition to creating the plan, the thesis explored social media definitions, key trends, benefits and challenges for a B2B company on social media as well as the concept of branding. The branding section explored how branding relates to social media and affects the appeal of a company.
The methodology of the thesis was practice-based action research. Methods included competitive benchmarking, document analysis, experimentation and a semi-structured theme interview with a representative of the case company. The interview was used as a method to gather information about the needs of the company and to draw conclusions for the strategy part. A digital marketing model called SOSTAC® provided the structure and framework for the social media marketing plan.
The result of the thesis is a practical social media marketing plan. The plan can be utilized as a roadmap towards greater brand awareness for Normiopaste Oy as well as a general source of inspiration for any B2B company when it comes to social media marketing.
The thesis examined social media marketing from the viewpoint of brand awareness. The main objective of the commissioner with social media was to gain brand awareness and improve brand image. In addition to creating the plan, the thesis explored social media definitions, key trends, benefits and challenges for a B2B company on social media as well as the concept of branding. The branding section explored how branding relates to social media and affects the appeal of a company.
The methodology of the thesis was practice-based action research. Methods included competitive benchmarking, document analysis, experimentation and a semi-structured theme interview with a representative of the case company. The interview was used as a method to gather information about the needs of the company and to draw conclusions for the strategy part. A digital marketing model called SOSTAC® provided the structure and framework for the social media marketing plan.
The result of the thesis is a practical social media marketing plan. The plan can be utilized as a roadmap towards greater brand awareness for Normiopaste Oy as well as a general source of inspiration for any B2B company when it comes to social media marketing.