Social Media concept for a Swiss SME in the beverage industry
The client has held Social Media activities at a low level and questions now its online presence. The thesis' customer-driven approach resulted in two personas who were put in the context of a comprehensive status quo analysis. Hence, the reader will be introduced to Social Media approaches of different client segments.
Cyril Schwarz, 2019
Bachelor Thesis, A company in the beverage industry
Betreuende Dozierende: Martina Dalla Vecchia
Keywords: Social Media, Marketing, Customer-orientation, Persona
The company operates mainly with B2B customers. Therefore, B2C clients are not profoundly known. It must be elaborate to which extent Social Media is still applicable for B2C. Additionally, the client lacks internal Social Media knowhow. Hence, the paper defines customers according to their online behavior. Furthermore, it is not known what type and level of communication are appropriate for the client's customers and how to access and maintain relevant channels to do so. Also, monitoring of respective platforms is considered as a crucial issue. Appropriate monitoring measures should correspond to the degree of Social Media activity and cover the client's need for effective resource allocation.
A literature review will familiarize the reader with relevant Social Media tools and frameworks. Those frameworks will be evaluated and brought into the context of the client. This theoretical evaluation results in a framework particular for the client's case. Based on the framework as well as a status quo evaluation, the author suggests a Social Media concept. The concept must define the focus to be followed and subsequently deliver suggestions on how to reach those targets.
The present findings confirm that Social Media is a valuable and effective instrument for the client. It requires a structured framework in order to focus on applicable Social Media activities. Effectiveness is achieved by focusing on a customer-driven approach. Three personas were developed of which two were found applicable for Social Media. The paper suggests that Social Media should be used in order to strengthen the client's knowledge about the final customer. The author concludes that the company should concentrate on a slow-growth approach and cope with Social Media’s various facets step by step. The client must internally acquire Social Media know-how and competences in customer knowledge.
Furthermore, a newly developed framework was introduced. The new frame takes the relevant aspects of all analyzed models, combines them and optimizes the framework in a way that fits the client's current and future needs.
Also, specific suggestions on Social Media content were developed such as graphics, gamification, and a video.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation