Content proposals through storytelling in social media channels : Case: BIG BERRY Kolpa in Slovenia
Dõljova, Jelizaveta; Vavilina, Natali (2017)
Dõljova, Jelizaveta
Vavilina, Natali
Kaakkois-Suomen ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017112918713
https://urn.fi/URN:NBN:fi:amk-2017112918713
Tiivistelmä
The phrase “Content is king” became well-known and relevant for a reason. Nowadays, companies more and more pay attention to content and the way they narrate the story. They consider that it is the driving factor to succeed in advertising, marketing, sales, branding etc. With the help of content, organizations attract consumers, convert them to leads, and then acquire new customers. Travelling organizations are not an exception, and the BIG BERRY company, a commissioning party, is a good example. BIG BERRY is a luxury landscape resort which provides accommodation with a hot hub in natural surroundings. To make people buy this service, marketers have to engage and inspire potential customers through the content.
The objectives of this thesis were to focus and prioritize the most effective social media channels, describe and assess the story behind these channels and suggest improvements for the future development. Each objective correlated directly to the appropriate research question. The research topic was proposed to the case company by the authors.
In order to meet the research objectives and answer the research questions, both the quantitative and qualitative methods were used. Concerning the qualitative method, four semi-structured interviews were conducted. One was done with the company’s project coordinator and three with the employees (interns). In addition, the review of the electronic sources and benchmarking approach were chosen. Regarding the quantitative method, a questionnaire was created and distributed among the social networking channels to collect the primary data, reach the audience, and compile needed information.
On the basis of all the received and analyzed data, the pertinent inferences and results were drawn and used for the final conclusions. To sum up the work, improvements for content of the most successful social media channels were proposed. Moreover, recommendations and development suggestions for the commissioning party were outlined in the end of this paper. The main merit and significant contribution of this paper is a PDF book created by the authors for the commissioning company called “Tactical plan: a guideline for successful content marketing campaign”.
The objectives of this thesis were to focus and prioritize the most effective social media channels, describe and assess the story behind these channels and suggest improvements for the future development. Each objective correlated directly to the appropriate research question. The research topic was proposed to the case company by the authors.
In order to meet the research objectives and answer the research questions, both the quantitative and qualitative methods were used. Concerning the qualitative method, four semi-structured interviews were conducted. One was done with the company’s project coordinator and three with the employees (interns). In addition, the review of the electronic sources and benchmarking approach were chosen. Regarding the quantitative method, a questionnaire was created and distributed among the social networking channels to collect the primary data, reach the audience, and compile needed information.
On the basis of all the received and analyzed data, the pertinent inferences and results were drawn and used for the final conclusions. To sum up the work, improvements for content of the most successful social media channels were proposed. Moreover, recommendations and development suggestions for the commissioning party were outlined in the end of this paper. The main merit and significant contribution of this paper is a PDF book created by the authors for the commissioning company called “Tactical plan: a guideline for successful content marketing campaign”.