Social Media Marketing
Mauritius Employee Federation
School of Management - Diploma in Marketing [Year 1]
‘Applying Social Network Marketing Concepts at ………………… Park.’
Submitted in part fulfilment of the requirements for the Diploma in Marketing
By
LP
31 July 2013
Abstract
Social media marketing involves the use of online social media tools — such as
Facebook, Twitter, and LinkedIn — to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers.
However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social network marketing strategy that will prove successful in the long run? Instead of simply focusing on popular social network applications companies need a set of guidelines with which they can effectively utilize various forms of social media as strategic marketing tools.
Therefore, this project presents the principles of social media marketing by explaining the social media phenomenon, detailing how to create and capture value with social media, and discussing the process of formulating a social media marketing strategy.
The company chosen for this study is ……….. Park which will focus on emotions of the customer experience a unique adventure through dedicated social media reaching several segments of the population, such as the family or the young, all future target customers.
2
Table of Contents
Abstract ............................................................................................................................. 2
List of Figures ................................................................................................................ 4
School of Management - Diploma in Marketing [Year 1]
‘Applying Social Network Marketing Concepts at ………………… Park.’
Submitted in part fulfilment of the requirements for the Diploma in Marketing
By
LP
31 July 2013
Abstract
Social media marketing involves the use of online social media tools — such as
Facebook, Twitter, and LinkedIn — to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers.
However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social network marketing strategy that will prove successful in the long run? Instead of simply focusing on popular social network applications companies need a set of guidelines with which they can effectively utilize various forms of social media as strategic marketing tools.
Therefore, this project presents the principles of social media marketing by explaining the social media phenomenon, detailing how to create and capture value with social media, and discussing the process of formulating a social media marketing strategy.
The company chosen for this study is ……….. Park which will focus on emotions of the customer experience a unique adventure through dedicated social media reaching several segments of the population, such as the family or the young, all future target customers.
2
Table of Contents
Abstract ............................................................................................................................. 2
List of Figures ................................................................................................................ 4
References: Burns N, Grove SK ( 2005) The practice of Nursing Research: Conduct, Critique, and Utilization (5th ed.) Chaffey and Smith (2008), To analyse how social network marketing can help in the effective marketing of a business, www.ukessays.com/dissertations/marketing/howsocial-network-marketing-can-help.php#ixzz2GKWOkJKn (accessed on 15 January www.dstevenwhite.com/2010/06/18/the evolution-of-marketing/ (accessed on 10 May 2013) Fisher, (2007), Researching and Writing a Dissertation: A Guidebook for Business Students Ford, Henry. (1923). My Life and My Work. New York: Doubleday, Page and Company Ghauri, P, Gronhaug, K, & Kristianslund. I, (1995), Research Methods in Business Studies, 2ed., Europe, Prentice Hall. Haber, Samuel. (1964). Efficiency and Uplift. Chicago: University of Chicago Press Jankowicz, A D. (2005) Business Research Projects, London: Chapman and Hall. Kotler, Philip & Armstrong, Gary, (2008). Principles of Marketing, Chapter 5 Consumer Markets and Consumer Buyer Behavior, P 135 Protalinski, Emil (2012), Friendly Facebook, 10.5 billion minutes spent on Facebook daily, excluding mobile, www.zdnet.com/blog/facebook/10-5-billion-minutes-spenton-facebook-daily-excluding-mobile/11034 (accessed on 15 May 2013) Protalinski, Emil, (January 2012), freelance journalist for CNET and ZDNet, 10.5 Billion minutes spent on Facebook daily, excluding mobile. Quarashi, Adeel (2009) ‘The Power of Social Networking Sites in the context of Online Recruitment’, www.scribd.com/doc/3403122/The-Power-of-SocialNetworking-Sites-A-Thesis-by-Adeel-Quarashi (accessed on 15 May 2013) Sekaran, U. (1992), Research Methods for Business, A Skilful Building Approach, 3ed., U.S.A, John Wiley & Sons Inc. The Associated Press (May 2013), Number of active users at Facebook over years, www.news.yahoo.com/number-active-users-facebook-over-230449748.html [accessed on 30 May 2013] Twitter Statistics (2013), www.statisticbrain.com/twitter-statistics/ [accessed on 3 July 2013] Varghese, (2011), Social Media and Marketing Mix www.twitterblogpost.com/socialmedia-marketing-mix [accessed on 28 June 2013] Wilms, Todd (2012), The Evolution of Technology & Its Impact on the Development of Social Businesses, http://www.forbes.com/sites/sap/2012/01/10/infographic-theevolution-of-technology-its-impact-on-the-development-of-social-businesses/ (accessed on 29 May 2013) www.zdnet.com/blog/facebook/10-5-billion-minutes-spent-on-facebook-dailyexcluding-mobile/11034, (accessed on 06 May 2013)