Marketing 2.0 – Managing the social web; Marknadsföring 2.0 – Att hantera den socialawebben
Institution: | KTH Royal Institute of Technology |
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Department: | |
Year: | 2014 |
Keywords: | Natural Sciences; Computer and Information Science; Media and Communication Technology; Naturvetenskap; Data- och informationsvetenskap; Medieteknik |
Record ID: | 1360285 |
Full text PDF: | http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-150391 |
The foundation of social media has created a new channel for marketing. Businesses havestarted to acknowledge the fact that you need to be active in social media. The question is no longer whether you do social media or not, it is how well you do it. An important factor in answering that question positively is the process of marketing in social media. Since this concept of marketing in social media is fairly new, there is little knowledge in how to achieve effective publishing and marketing. An answer to that could be the use of tools to manage the social media marketing.This thesis investigates the concept of marketing in social media, focusing on how the process looks for companies and their potential use of tools to manage this kind of market-ing. The aim and purpose of this thesis have been to deliver in-depth insights into how Swedish B2C companies work with social media for marketing purposes and to see whether there is a need for making use of any tools in the process of this marketing.Empirical data have been collected with a series of in-depth interviews. The interviews have been made with people working with social media marketing at Swedish B2C companies which can be seen as active in social media. With these interviews, the process of social media marketing has been investigated as well as the use and demands for social media management tools for handling this process. The result of this study indicates that companies already make use of tools today for manag-ing their efforts in social media. Flaws with current tools on the market has although been found and there are demands for future tools that can replace the existent ones. Such demands could be integration of necessary social media platforms, possibility of adapting content based on the platform, calculate ROI, integrate all functions into one tool etc. The social media marketing process involves several steps, such as planning, creating content, publishing, measuring, listening etc., and the outcome of this study further indicates a need for tools in many parts of this process. The result also suggests a lack of several factors regar-ding companies’ social media efforts, such as resources, knowledge and understanding, measurements determining ROI and listening operations. This thesis indicates further that these problems can be solved by the use of some sort of social media management tool.Keywords: Social media, Marketing, Process, Tools, Publishing, SMMS, B2C ; Uppkomsten av sociala medier har skapat en ny kanal för marknadsföring. Företag harbörjat uppfatta vikten av att vara aktiv i sociala medier. Frågan handlar inte längre om man ska arbeta med sociala medier eller inte, utan hur väl man arbetar med det. En viktig faktor i att kunna svara på denna fråga på ett positivt sätt är processen för marknadsföring i sociala medier. Eftersom konceptet att marknadsföra sig i sociala medier är relativt nytt finns lite kunskap om hur man uppnår effektiv publicering och marknadsföring. Ett svar på detta kan vara användandet av verktyg för att…