Creating a Social Media Strategy for Klaus K Hotel
Rubio Paniagua, Rodolfo (2018)
Rubio Paniagua, Rodolfo
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018060212071
https://urn.fi/URN:NBN:fi:amk-2018060212071
Tiivistelmä
This thesis is a product-oriented work that introduces social media to a Helsinki based hotel. The commissioning company is a well-known Finnish hotel in Helsinki city centre. The hotel belongs to Kämp Group and is part of Starwoods Preferred Guests (SPG) and Design Hotels.
The thesis consists of three main parts: the theoretical framework, the research and the end product being the social media strategy. The first part explains what social media and social media strategy are, digital marketing, SOSTAC® model, types of social media, organic and paid social media, social media for hotels in Finland, benchmarking competition’s social media and employee introduction into social media.
As for the research part, a brief summary to each answer of the employee’s and guest’s questionnaires is done. The research part was done using open ended questions in two different questionnaires. One questionnaire was addressed to ten Klaus K Hotel staff members and the other was addressed at five Klaus K Hotel guests. The answers led to a deeper understanding of employees’ overall knowledge of Klaus K Hotel, the guests and social media. On the other hand, the questionnaire aimed to guests queried about guests’ perception of the hotel and their social media habits and interests.
The third part is the product. In the third part, a social media strategy for Klaus K Hotel is introduced. The social media strategy was done based on the theoretical framework and the research conducted. With the use of the afore mentioned, the author delivers a detailed social media strategy for six months.
The project took approximately three months. The author was introduced got acquainted to Klaus K Hotel through a one-night stay for deeper understanding of the commissioner.
The thesis consists of three main parts: the theoretical framework, the research and the end product being the social media strategy. The first part explains what social media and social media strategy are, digital marketing, SOSTAC® model, types of social media, organic and paid social media, social media for hotels in Finland, benchmarking competition’s social media and employee introduction into social media.
As for the research part, a brief summary to each answer of the employee’s and guest’s questionnaires is done. The research part was done using open ended questions in two different questionnaires. One questionnaire was addressed to ten Klaus K Hotel staff members and the other was addressed at five Klaus K Hotel guests. The answers led to a deeper understanding of employees’ overall knowledge of Klaus K Hotel, the guests and social media. On the other hand, the questionnaire aimed to guests queried about guests’ perception of the hotel and their social media habits and interests.
The third part is the product. In the third part, a social media strategy for Klaus K Hotel is introduced. The social media strategy was done based on the theoretical framework and the research conducted. With the use of the afore mentioned, the author delivers a detailed social media strategy for six months.
The project took approximately three months. The author was introduced got acquainted to Klaus K Hotel through a one-night stay for deeper understanding of the commissioner.