Social Media Marketing Plan for Kajaanin Honka
Merih, Arikkök (2021)
Merih, Arikkök
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021082617155
https://urn.fi/URN:NBN:fi:amk-2021082617155
Tiivistelmä
The aim of the thesis was to provide an easy to use and clear social media marketing guide that the club can use with their existing resources. It is a PDF file with a list of social media channels chosen, specific instructions for each social media channel and simple information on their user dashboards. The guide can be utilized by other similar sized small clubs regardless of their sport category.
The world of marketing has been switching from traditional to digital channels in the past decade and as a result, small businesses have had the chance to release or publish their message to their audience. Social media marketing has grown dramatically in the sports business in efforts to engage with fans and build interaction.
This thesis was written for a small basketball club from Kajaani, Finland in the form of a social media marketing plan. It analyzes PASTA and SOSTAC models for creating a marketing plan and uses PASTA model to develop a social media marketing guide for the club Kajaanin Honka to effectively be present in social media. It studies social media usage in Finland and identifies the social media channels to be used based on the commissioning party’s targeting. Academic books and online resources were used for social media marketing literature.
The club will evaluate their social media marketing program by using analytics tools of the channel.
The world of marketing has been switching from traditional to digital channels in the past decade and as a result, small businesses have had the chance to release or publish their message to their audience. Social media marketing has grown dramatically in the sports business in efforts to engage with fans and build interaction.
This thesis was written for a small basketball club from Kajaani, Finland in the form of a social media marketing plan. It analyzes PASTA and SOSTAC models for creating a marketing plan and uses PASTA model to develop a social media marketing guide for the club Kajaanin Honka to effectively be present in social media. It studies social media usage in Finland and identifies the social media channels to be used based on the commissioning party’s targeting. Academic books and online resources were used for social media marketing literature.
The club will evaluate their social media marketing program by using analytics tools of the channel.