Social Media Marketing benefits for businesses

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Celine ARCA, Master of International Marketing, Celine Arca. ALL RIGHTS RESERVED, Celine ARCA, Master of International Marketing. Acknowledgement, This report documents my master thesis research on Social Media Marketing on a. business perspective It highlights the issues I have discovered and dealt with while studying. this marketing subject , In the preparation of this master thesis I acknowledge the encouragement and. assistance by my employer Max Dagenais Trimax Solutions managing director for the. opportunities given to me during my previous internship his precious help consistent. mentoring and kind support before during and especially after the accomplishment of my. internship This internship was the trigger for my curiosity and research in the marketing. domain of the Social Media , It has been a great challenge but a lot of learning and opportunities to gain huge.
knowledge on the way of writing this report I would certainly not have been able to write. this report without the guidance and recommendations provided by the great team of. Aalborg University Birgitte Krogner Study Secretary and Gitte Nielsen Secretary of the. Study Board I would also like to express my gratitude to my supervisor Nik Dholakia for. sharing his ideas and interests with me about my study Their contribution has boosted my. research process and helped me finish my study on time . I have learned a lot during this Master Thesis research on Social Media Marketing and. I hope you will find my working as interesting and knowledge earning as I have . Celine ARCA, Master of International Marketing, Table of Contents. Acknowledgement 2,Table of Contents 3,Executive Summary 5. List of figures tables and images 6,1 Introduction 8. 1 1 Problem Statement 8, 1 2 Methodological approach 9. 1 3 Theoretical and empirical considerations 10, 1 4 Limitations 11.
2 Social Media Marketing Notion concepts 12, 2 1 Definition of Social Media 12. 2 2 Social Media and Marketing 14, 2 3 Social Media Marketing impacts on customers Social Feedback Cycle 14. 2 4 The types of Social Media channels 18,3 Methodology 25. 3 1 The Research Process 25, 3 2 Paradigm study 26. 3 2 Study design 27, 3 3 Methodological limitations 28.
3 4 Structure of the report 28, 4 Theoretical analysis the Benefits of Social Media Marketing 30. 4 1 Brand exposure and awareness 31, 4 2 Targeted traffic 34. 4 3 Leads generation 36, Celine ARCA, Master of International Marketing. 4 4 Market Insights Research and competitor monitoring 37. 4 5 Customer interaction Customer service and feedbacks 39. 4 6 Cost effective Marketing Technique 40, 4 7 Public Relations and Human Resources 41. 4 8 Summary of the Social Media Marketing benefits for businesses 42. 5 Empirical analysis Social Media Marketing channels 44. 5 1 Social Networking 45, 5 1 1 Facebook Pages 46.
5 1 2 LinkedIn 50, 5 1 3 Google 54, 5 2 Blogging Micro Blogging 55. 5 2 1 Blogging 55, 5 2 3 Micro Blogging Twitter 57. 5 3 Social Media Sharing Sites 60, 5 3 1 Photo Sharing Flickr 60. 5 3 2 Video Sharing YouTube 62, 5 3 3 Presentation Sharing SlideShare 65. 5 5 Social Collaborative Sites Wikis 67, 5 6 Social Bookmarking Digg StumbleUpon and Delicious 67.
5 6 Forums 71, 5 7 Social Events 72, 5 8 Summary of the Social Media channels and their main characteristics 73. 6 Limitations and risks of Social Media Marketing 75. 7 Conclusions 78,List of references 80,List of Appendices 82. Celine ARCA, Master of International Marketing, Executive Summary. The scope of this report is to analyse the business benefits of Social Media Marketing. and to provide some solutions towards the complex choice of Social Media channels Social. Media is a revolution Personal professional and commercial are combined seamlessly and. in a blink of an eye It promotes extreme cross communication and interaction Unlike. traditional media channels which offer a one way experience social media is based on a. two way interactive experience between the consumer and the company . First the report proposes a definition of Social Media a presentation of its relation. with the marketing domain and the model of Social Feedback Cycle As a result this section. underlines the basic information related to Social Media Marketing needed for the detailed. analysis of the project , Secondly the methodology which will be used through the whole project is. determined while presenting the research process introducing the paradigm study of. research traditions distinguishing the qualitative and quantitative research of the study. design and defining the structure of the project , Then the report presents the theoretical considerations based on which the business.
benefits of Social Media Marketing can be defined Therefore brand exposure targeted. traffic leads generation market research customer interaction marketing effectiveness . public relations and human resources are studied in terms of benefits for businesses. implementing Social Media Marketing strategies , Based on these theoretical considerations the empirical analysis of the report will. then be developed in order to describe the Social Media channels available to businesses. aiming at increasing their Social Media presence Social Networks Blogs and Microblogs . Media Sharing sites Wikis Social Bookmarking Forums and Social Events will be defined. with examples and will be analysed in terms of strengths and weaknesses for businesses . Finally the limitations and risks possibly encountered during a Social Media. Marketing strategy will be presented resulting in final conclusions on the current state of. Social Media Marketing and its possible future evolution . Celine ARCA, Master of International Marketing, List of figures tables and images. Figure 1 Average hours week spent on online activities worldwide 13. Figure 2 The classic purchase funnel for traditional media 16. Figure 3 The Social Feedback Cycle 17, Figure 4 The Social Media Starfish by Robert Scoble 19. Figure 5 The Social Media Landscape 2008 by Fred Cavazza 20. Figure 6 The Social Media Landscape 2009 by Fred Cavazza 20. Figure 7 The Social Media Landscape 2011 by Fred Cavazza 21. Figure 8 The Social Media Landscape 2012 by Fred Cavazza 22. Figure 9 Social Media Universe for businesses 24,Figure 10 Structure of the report 29. Figure 11 Weekly Time commitment for Social Media Marketing 31. Figure 12 Benefits of Social Media Marketing 32, Figure 13 The lead generation funnel and its Social Media metrics for brand awareness 33.
Figure 14 Influence of blogs on the number of website visitors for companies 36. Figure 15 Benefits of using Social Media for companies 40. Figure 16 Cost of Inbound Marketing vs Outbound Marketing 41. Figure 17 Percentage of channel users who acquired a customer through Social Media channels 44. Figure 18 The most commonly used Social Media tools 45. Figure 19 Which Social Media channel do B2C companies acquire customer on 49. Figure 20 Which Social Media channel do B2B companies acquire customer on 53. Figure 21 Percentage of people reading blogs 56, Celine ARCA. Master of International Marketing, Table 1 Summary of the benefits of Social Media Marketing for businesses 43. Table 2 Recommendations for company s About tab on Facebook pages 48. Table 3 The Social Media channels and their business characteristics 74. Image 1 Facebook s Facebook Page 47,Image 2 LinkedIn s Company Page on LinkedIn 51. Image 3 The Products Services Tab of LinkedIn s Company Page on LinkedIn 52. Image 4 Google s Page on Google 54,Image 5 Twitter s Profile on Twitter 58. Image 6 Flickr Home Page 62,Image 7 YouTube s channel on YouTube 64.
Image 8 SlideShare Home Page 66,Image 9 Digg Home Page 69. Image 10 StumbleUpon Home Page 70,Image 11 Delicious Home Page 71. Image 12 Upcoming Home Page 72, Celine ARCA, Master of International Marketing. 1 Introduction,1 1 Problem Statement, In the current modern societies Social Media channels are commonly used in order. to connect people together throughout the world using the Internet Whether it is through. social networks forums blogs or media sharing websites people can now have a. conversation online also called interactive dialogue with anybody and on any subject . permitting them to share their experiences and valuable information . Looking on a business perspective it goes without saying that Social Media Marketing. has offered a large variety of new opportunities for companies to promote their brand . products and services Thanks to the personal autonomy and freedom that Internet offers . people are actively connecting with each other and talking about their experiences sharing. their opinions about products and services they have tested or even just heard about . However it seems still unclear which real benefits Social Media Marketing has brought to. businesses and which particular techniques were used to achieve this success . Therefore in this Master thesis report we will aim at improving the understanding of. the business benefits of Social Media Marketing In order to determine our problem. statement we will define the basic assumptions by answering the five Ws . What are the benefits of Social Media Marketing We will analyze in details the. benefits of Social Media Marketing for businesses and the main techniques used to. achieve these benefits , Who are the main actors when looking at the business benefits of Social Media.
Marketing Obviously the main actors are the businesses mostly SMEs but it is. also relevant to take into account their customers and audience . Where is Social Media Marketing taking place Social Media Marketing belongs to. the World Wide Web Consequently Social Media are part of the global marketing . When is Social Media Marketing taking place Social Media Marketing has been. developing itself since the Internet was launched However Social Media Marketing. is a relatively recent notion especially when focusing on the business perspective . Celine ARCA, Master of International Marketing, Why is Social Media Marketing important for businesses Social Media Marketing. has become a powerful marketing technique for businesses thanks to its cheap costs. and high promotional effects , An in depth analysis of the Social Media Marketing benefits and techniques for. businesses will help us in the understanding of the power of each Social Media channels and. their particular use for businesses As a consequence the problem statement of this report. will be defined as following , Social Media Marketing benefits for businesses Why and how should every. business create and develop its Social Media Sites . In order to provide understandings and answers to this issue the report will start by. presenting the notion and concepts of Social Media and its relation to Marketing defining. the terms and their features Then on the one hand the theoretical analysis will use a wide. literature review to discuss the main business benefits of Social Media Marketing explaining. why every business should create their Social Media sites and maintain their presence on. them regularly On the other hand the empirical analysis will examine the main marketing. techniques used by companies on the Social Media channels analyzing how businesses. should develop their Social Media Sites Besides the limitations and risks encountered by. businesses implementing Social Media Marketing strategies will also be presented in order. to show the negative aspects as well Finally the report will end with general conclusions. and recommendations for businesses using Social Media Marketing . 1 2 Methodological approach, In order to analyze and resolve this problem formulation the methodological. approach chosen in this report will focus on understanding the business benefits of Social. Media Marketing Before answering our problem formulation we will study meta theories. and thus analyze the basic assumptions of our research which will affect the research. process and theories used in this project The justification of these theories used in the. project will be the subject of discussion We will criticize the sources used and we will. discuss the limitations that we have encountered in the theoretical approach . Celine ARCA, Master of International Marketing, The methodology part will include further explanations in regards to the Research.
Process looking at the three phases of exploratory constructive and empirical research . Then the methodology will introduce the paradigm study of research traditions but also. focus on distinguishing the qualitative and quantitative research of the study design Finally . the structure of the project will be presented and illustrated in a general figure . 1 3 Theoretical and empirical considerations, This report will start with a short section defining the notion of Social Media and the. concepts of Social Media Marketing Also the different types of Social Media channels will. be listed with examples , Then the report will analyze the different benefits encountered by businesses while. implementing Social Media Marketing strategies The main benefits presented and described. in this theoretical analysis will be brand exposure targeted traffic leads generation but

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