Social Media Marketing Plan for Restaurant Töölönranta
Nuutila, Emmi (2018)
Nuutila, Emmi
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805026177
https://urn.fi/URN:NBN:fi:amk-201805026177
Tiivistelmä
This paper is a Bachelor’s thesis commissioned by restaurant Töölönranta. The objective for the thesis is to create a social media marketing plan for the restaurant. The goals for the creation and development of the restaurant’s social media channels are to gain more visibility and to get new customers. The starting situation for the social media is that the commissioner has a somewhat functioning Facebook page and an inactive Instagram page.
The thesis consists of seven major parts: introduction, social media marketing, customer acquisition, content marketing, social media marketing plan, recommendations, and discussion. The method used in this thesis is research from online and literature sources. An interview with the restaurant manager was also conducted.
The social media marketing plan will be based on the facts found and discussed in the theoretical layout of the thesis. The theoretical layout consists of three chapters. Chapter two gives the reader an overall view of the topic. The chapter discusses social media marketing and planning tools. Chapter three addresses the topics of how to acquire customers and how to acquire them through social media. The next chapter of the theoretical layout is devoted to content: content as a definition, valuable content, content planning, content trends, and different types of content will be discussed.
In the fifth chapter the actual social media plan will start to develop. In this chapter the SOSTAC –method will be used and a competitor analysis will be conducted. The objectives will be defined more specifically using the SMART –tool.
After this, using the knowledge gained in the theoretical layout and the findings from chapter five, recommendations and conclusions will be provided. This part will form the base of the final product.
This thesis is product type and the final product is a social media marketing plan for Töölönranta. The plan will be done in Finnish since that is the working language at the commissioning restaurant. The plan will provide the commissioning company suggestions and recommendation on how to use their social media channels. The thesis was done during spring semester 2018.
The thesis consists of seven major parts: introduction, social media marketing, customer acquisition, content marketing, social media marketing plan, recommendations, and discussion. The method used in this thesis is research from online and literature sources. An interview with the restaurant manager was also conducted.
The social media marketing plan will be based on the facts found and discussed in the theoretical layout of the thesis. The theoretical layout consists of three chapters. Chapter two gives the reader an overall view of the topic. The chapter discusses social media marketing and planning tools. Chapter three addresses the topics of how to acquire customers and how to acquire them through social media. The next chapter of the theoretical layout is devoted to content: content as a definition, valuable content, content planning, content trends, and different types of content will be discussed.
In the fifth chapter the actual social media plan will start to develop. In this chapter the SOSTAC –method will be used and a competitor analysis will be conducted. The objectives will be defined more specifically using the SMART –tool.
After this, using the knowledge gained in the theoretical layout and the findings from chapter five, recommendations and conclusions will be provided. This part will form the base of the final product.
This thesis is product type and the final product is a social media marketing plan for Töölönranta. The plan will be done in Finnish since that is the working language at the commissioning restaurant. The plan will provide the commissioning company suggestions and recommendation on how to use their social media channels. The thesis was done during spring semester 2018.