Me, a bank expert, on social media
Mustonen, Jaana (2020)
Mustonen, Jaana
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202002242708
https://urn.fi/URN:NBN:fi:amk-202002242708
Tiivistelmä
The purpose of this thesis was to improve a bank expert´s social selling performance. Business customers´ changed buying behavior has been acknowledged, and social selling is a salesperson´s response to this change. Social selling performance differs from personal selling performance. In this study, a bank expert identified social selling activities and developed social selling practices to support social selling process.
The case company was OP Länsi-Suomi, which is a member bank of OP Financial Group. OP Länsi-Suomi is the market leader in private and corporate customers in the Satakunta region. OP Länsi-Suomi highlighted excellent employee experience and best customer experience as strategic priorities in 2019.
The theoretical part of this study was constructed by utilizing marketing theories and social selling concepts. The study identified theories and concepts, which provided tools to accomplish the goals of this study. The main theories were B2B marketing communications and content marketing. The main concepts were social selling process and strategy. The study transformed theories and concepts into practice.
This study was a practical development project. The study´s research question was how to develop a bank expert´s performance on social media. The goals of this study were: 1) to establish a regular and active presence on social media, 2) to increase the size and quality of the bank expert´s social networks on LinkedIn and Twitter and 3) to strengthen the bank expert´s professional image on social media.
The empirical part of this study was conducted with five semi-structured interviews, Internet-meditated observation of two LinkedIn and Twitter accounts, and internal benchmarking. Internet-mediated observation studied content in practice on LinkedIn and Twitter. Internal benchmarking identified the gaps in social selling performance between the bank expert and two social seller users.
As a result, the development proposal suggested a 3-1-1-1 schedule for social selling activities. The daily activities are three likes and one comment on LinkedIn and Twitter. The weekly activities are one shared post with comments and one published personal content on LinkedIn and Twitter. The bank expert´s activity according to schedule ensures a regular and active presence on social media, improves the quality of social networks, and strengthens the professional image of the bank expert on social media.
The case company was OP Länsi-Suomi, which is a member bank of OP Financial Group. OP Länsi-Suomi is the market leader in private and corporate customers in the Satakunta region. OP Länsi-Suomi highlighted excellent employee experience and best customer experience as strategic priorities in 2019.
The theoretical part of this study was constructed by utilizing marketing theories and social selling concepts. The study identified theories and concepts, which provided tools to accomplish the goals of this study. The main theories were B2B marketing communications and content marketing. The main concepts were social selling process and strategy. The study transformed theories and concepts into practice.
This study was a practical development project. The study´s research question was how to develop a bank expert´s performance on social media. The goals of this study were: 1) to establish a regular and active presence on social media, 2) to increase the size and quality of the bank expert´s social networks on LinkedIn and Twitter and 3) to strengthen the bank expert´s professional image on social media.
The empirical part of this study was conducted with five semi-structured interviews, Internet-meditated observation of two LinkedIn and Twitter accounts, and internal benchmarking. Internet-mediated observation studied content in practice on LinkedIn and Twitter. Internal benchmarking identified the gaps in social selling performance between the bank expert and two social seller users.
As a result, the development proposal suggested a 3-1-1-1 schedule for social selling activities. The daily activities are three likes and one comment on LinkedIn and Twitter. The weekly activities are one shared post with comments and one published personal content on LinkedIn and Twitter. The bank expert´s activity according to schedule ensures a regular and active presence on social media, improves the quality of social networks, and strengthens the professional image of the bank expert on social media.