Social media marketing plan for Sandvik Automation
Harjunpää, Jasmiina (2019)
Harjunpää, Jasmiina
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019052812700
https://urn.fi/URN:NBN:fi:amk-2019052812700
Tiivistelmä
The primary purpose of this thesis was to create a social media marketing plan for Business Area Sandvik Mining and Rock Technology’s Business Unit Automation. The plan was to create consistency in social media marketing for Business Unit Automation and to serve as a foundation and base for future social media marketing plans and help realize what resonates with customers on different platforms.
The marketing plan was created by using the theoretical review that is outlined in the thesis in chapters two through three. Interviews were conducted among nine employees of Sandvik Automation Business Line based in a variety of locations. The empirical portion of this thesis was conducted at the end of 2018. For the purpose of gaining more knowledge on what content should be included in the plan, analysis of three Sandvik Automation competitors was completed with four different social media channels Sandvik Mining and Rock Technology utilizes. In addition, a SWOT analysis was created for BU Automation about their social media presence.
It was concluded that it is important to choose the right social media channels based on the target group segmentation. Consistency and continuity is also needed to reach the targets. A successful multichannel strategy requires content that considers each channel’s unique characteristics. The results provided support to the notion of the output-to-input ratio, proving social media channels to be more cost effective than traditional media channels. The social media marketing plan has been removed from the public version of the thesis.
The marketing plan was created by using the theoretical review that is outlined in the thesis in chapters two through three. Interviews were conducted among nine employees of Sandvik Automation Business Line based in a variety of locations. The empirical portion of this thesis was conducted at the end of 2018. For the purpose of gaining more knowledge on what content should be included in the plan, analysis of three Sandvik Automation competitors was completed with four different social media channels Sandvik Mining and Rock Technology utilizes. In addition, a SWOT analysis was created for BU Automation about their social media presence.
It was concluded that it is important to choose the right social media channels based on the target group segmentation. Consistency and continuity is also needed to reach the targets. A successful multichannel strategy requires content that considers each channel’s unique characteristics. The results provided support to the notion of the output-to-input ratio, proving social media channels to be more cost effective than traditional media channels. The social media marketing plan has been removed from the public version of the thesis.