Increasing Social Media Engagement through a Digital Marketing Plan. Case: Plootu
Koskinen, Saku (2016)
Koskinen, Saku
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605096744
https://urn.fi/URN:NBN:fi:amk-201605096744
Tiivistelmä
The importance of mastering digital marketing in companies’ marketing mix is increasing and expertise in the field is still developing. Digital marketing provides tools to facilitate more targeted and cost-efficient marketing. Not only can marketing teams reach customers all over the world but they can also communicate, interact and engage with them.
The objective of this project-based thesis was to increase social media engagement, brand awareness and reach new audiences in social media by implementing a digital marketing plan on Facebook and in Instagram. In addition to creating the digital marketing plan, the project involved multiple additional steps such as creating a brand code, creating content to be
published and researching key concepts relevant to the study. The theoretical part of the thesis discusses the link between the concepts of brand awareness, post reach, social media engagement and customer touch points. Advertising material is presented and its effect on selected key measures is evaluated.
The case company of the thesis, Plootu, is a furniture store and cafeteria in Helsinki. There are three companies operating in Plootu: A&A Design, Sasu’s Playhouse and Rupla Rööperi. Plootu was established in August 2015 as a new concept store and it has great potential for becoming a strong brand by reaching new customers through social media. This thesis provides
tools and valuable information about digital marketing and a comprehensive digital marketing plan. The project was implemented in the spring of 2016.
The objective of this project-based thesis was to increase social media engagement, brand awareness and reach new audiences in social media by implementing a digital marketing plan on Facebook and in Instagram. In addition to creating the digital marketing plan, the project involved multiple additional steps such as creating a brand code, creating content to be
published and researching key concepts relevant to the study. The theoretical part of the thesis discusses the link between the concepts of brand awareness, post reach, social media engagement and customer touch points. Advertising material is presented and its effect on selected key measures is evaluated.
The case company of the thesis, Plootu, is a furniture store and cafeteria in Helsinki. There are three companies operating in Plootu: A&A Design, Sasu’s Playhouse and Rupla Rööperi. Plootu was established in August 2015 as a new concept store and it has great potential for becoming a strong brand by reaching new customers through social media. This thesis provides
tools and valuable information about digital marketing and a comprehensive digital marketing plan. The project was implemented in the spring of 2016.