Creating a Facebook marketing plan to a children's health magazine
Kuusisto, Nina (2016)
Kuusisto, Nina
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605259658
https://urn.fi/URN:NBN:fi:amk-201605259658
Tiivistelmä
This is a product-based thesis, whose objective is to discuss the process of planning a Fa-cebook marketing strategy from both theoretical and practical viewpoints. The product de-veloped is the planning and implementation of a Facebook marketing plan, which was exe-cuted as a 5-month-project to the commissioning company, Pisamat magazine. The project started in spring 2015 and finished in autumn 2015.
The first chapter begins with a brief introduction to the project topic and objectives, the pro-cesses of the project, key concepts and the introduction of the case company. The back-ground of the project is followed by a theoretical framework on Facebook marketing.
The theoretical framework comprises all the steps when planning a Facebook marketing strategy. The author first explains the benefits and challenges of Facebook marketing in modern business before she proceeds to discuss the actual steps involved in the planning process. The Facebook marketing plan is divided to six different steps and was formulated by the author from the basis of a few theories.
The third chapter presents the implementation of the theoretical framework, the marketing project for Pisamat magazine. The project implementation started in June 2015 and ended in September 2015. The execution follows the steps of Facebook marketing planning simi-lar to how it was presented in the theoretical framework: Auditing and improving a Face-book profile, developing a value proposition, defining Facebook goals, creating content strategy, integrating online and offline communication and finally the measuring and moni-toring of Facebook Page. At the end, the author discusses how the results met the objec-tives created in this project.
To conclude the thesis report, the author reflects on her learning and evaluates how she succeeded in the project as a whole. Finally, she proposes a few development ideas for the company that would be beneficial in Facebook marketing.
The first chapter begins with a brief introduction to the project topic and objectives, the pro-cesses of the project, key concepts and the introduction of the case company. The back-ground of the project is followed by a theoretical framework on Facebook marketing.
The theoretical framework comprises all the steps when planning a Facebook marketing strategy. The author first explains the benefits and challenges of Facebook marketing in modern business before she proceeds to discuss the actual steps involved in the planning process. The Facebook marketing plan is divided to six different steps and was formulated by the author from the basis of a few theories.
The third chapter presents the implementation of the theoretical framework, the marketing project for Pisamat magazine. The project implementation started in June 2015 and ended in September 2015. The execution follows the steps of Facebook marketing planning simi-lar to how it was presented in the theoretical framework: Auditing and improving a Face-book profile, developing a value proposition, defining Facebook goals, creating content strategy, integrating online and offline communication and finally the measuring and moni-toring of Facebook Page. At the end, the author discusses how the results met the objec-tives created in this project.
To conclude the thesis report, the author reflects on her learning and evaluates how she succeeded in the project as a whole. Finally, she proposes a few development ideas for the company that would be beneficial in Facebook marketing.