Creating experiences online: Case Live Nation Finland
Pelkonen, Sonja (2016)
Haaga-Helia ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605259618
https://urn.fi/URN:NBN:fi:amk-201605259618
Tiivistelmä
The aim of this thesis is to present how online activities and social media channels may be used effectively in order to create better experiences for customers. The research is conducted considering the events industry and specifically the pre- and post-marketing of events through social media.
The case company, Live Nation Finland, is interested in enhancing its customers’ event experiences and finding ways to engage customers more personally in online environments. In order to better understand the experience creation process, theoretical background behind experience management, marketing and design is reviewed. As this process requires a knowledge of the customers, customer understanding from the view point of connected consumers is being examined. Connected consumers are active in social media and always online and therefore information regarding social media marketing and the most used platforms is also provided.
In order to provide the case company relevant information on the current customer base, a quantitative survey was used as a research method along with a literature review. The quantitative approach was chosen as it would be valuable to be able to draw patterns of customers’ expectations and behaviour. The survey had 12 questions regarding customers’ demographics, event attendance habits and social media usage. The survey was conducted in Finnish, as it was sent out as a part of the company’s newsletter written in Finnish.
The results of the research suggest that Live Nation Finland has customers who are present and active in online social networks although, due to the low number of responses received, the results can only be seen as directional. As a development proposal, the company would benefit from a strategic social media plan aligned with the overall marketing plan. The company should also evaluate its own presence and choose focus areas to be able to enhance and evolve its customers’ experiences. Staying informed of the newest developments in social networks would also aid interaction with connected customers.
The case company, Live Nation Finland, is interested in enhancing its customers’ event experiences and finding ways to engage customers more personally in online environments. In order to better understand the experience creation process, theoretical background behind experience management, marketing and design is reviewed. As this process requires a knowledge of the customers, customer understanding from the view point of connected consumers is being examined. Connected consumers are active in social media and always online and therefore information regarding social media marketing and the most used platforms is also provided.
In order to provide the case company relevant information on the current customer base, a quantitative survey was used as a research method along with a literature review. The quantitative approach was chosen as it would be valuable to be able to draw patterns of customers’ expectations and behaviour. The survey had 12 questions regarding customers’ demographics, event attendance habits and social media usage. The survey was conducted in Finnish, as it was sent out as a part of the company’s newsletter written in Finnish.
The results of the research suggest that Live Nation Finland has customers who are present and active in online social networks although, due to the low number of responses received, the results can only be seen as directional. As a development proposal, the company would benefit from a strategic social media plan aligned with the overall marketing plan. The company should also evaluate its own presence and choose focus areas to be able to enhance and evolve its customers’ experiences. Staying informed of the newest developments in social networks would also aid interaction with connected customers.