Developing a Social Media Marketing Plan for a Construction Company in Japan

Abstract

The purpose of this thesis is to create a cost effective, and thorough social media marketing plan for Japanese construction company, Phoenix Home. Social media marketing is increasingly becoming the focus of businesses marketing efforts. While most of today’s companies participate in social media, they often lack any solid plan for coordinating their effort and resources to effectively develop their brand and increase their sales sustainably. Instead of direct advertisement, the plan created for Phoenix Home tries to give the company the tools for developing an active community around the company brand “FEEL”, which in theory should generate increased traffic and sales through the visibility and positive reviews that the community provides.

The social media marketing plan follows the 4-stage SMM process, while the content strategy emphasizes the importance of fostering community spirit through promoting transparency, authenticity, and mobilization of users. The plan also presents concrete examples and action plans for different marketing problems, like how to use marketing funnels, how to develop social media marketing by analyzing key performance indicators (KPI), and what kind of content should be posted.

The result of the project is a comprehensive plan for cost effective and sustainable marketing in the Japanese social media platforms. The key findings include the need for cross promotion between the company media channels to increase the number of loyal customers in the platforms, benefits of delivering audience specific content through marketing funnels, and most importantly, that the marketing plan needs to be tracked by analyzing KPI’s and constantly developed according to the KPI results.