Utilizing Twitter for brand building
Lahtinen, Maija (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053013124
https://urn.fi/URN:NBN:fi:amk-2022053013124
Tiivistelmä
This thesis is a product-based thesis with the purpose of highlighting the process of creating and implementing a social media marketing plan for a major brand on the social media platform Twitter. The plan was created following a need requested by the company, and was implemented for the brand in June of 2021. This thesis is useful for marketers with the intention of strengthening their brand’s presence on social media, specifically Twitter.
The theoretical framework delves into related literature on brand building, brand marketing, as well as social media marketing. This involves the history and aspects of brand marketing, and the dissection of several brand building models. An emphasis on a strong brand identity is considered to be key in a strong relationship between a brand and its consumers. The rise of social media platforms, their differentiation, and social media marketing metrics in relation to brands are also discussed. It is explained that social media success is highly dependent on a organisation’s set social media goals.
The empirical portion introduces the brand, its parent company, and the existing problem of the brand not fully utilizing the unique social media Twitter to its advantage. The brand’s goal was to boost overall engagement and impressions.Twitter marketing strategies and best practices are analyzed, using competitor benchmarking on the Wendy’s Twitter account. The brand is then dissected through the earlier discussed brand building models in order to strengthen the Twitter plan. Based on this, a persona is meticulously crafted for the plan, to channel the brand’s core values and identity.
The outcome the implementation is measured both a month and six months after the Twitter plan was put into place. All KPIs defined for the success of the plan gained impressive growth after the implementation, and the plan was considered a success. The brand still uses the same plan in 2022.
The conclusion of the thesis highlights the importance of throughly understanding a brand and its identity when it comes to establishing its presence on social media, and creating a meaningful connection between a brand and its audience. Additionally, mastery of the different social media platforms and their features prove to be key to maximizing the their potential when it comes to social media marketing.
The theoretical framework delves into related literature on brand building, brand marketing, as well as social media marketing. This involves the history and aspects of brand marketing, and the dissection of several brand building models. An emphasis on a strong brand identity is considered to be key in a strong relationship between a brand and its consumers. The rise of social media platforms, their differentiation, and social media marketing metrics in relation to brands are also discussed. It is explained that social media success is highly dependent on a organisation’s set social media goals.
The empirical portion introduces the brand, its parent company, and the existing problem of the brand not fully utilizing the unique social media Twitter to its advantage. The brand’s goal was to boost overall engagement and impressions.Twitter marketing strategies and best practices are analyzed, using competitor benchmarking on the Wendy’s Twitter account. The brand is then dissected through the earlier discussed brand building models in order to strengthen the Twitter plan. Based on this, a persona is meticulously crafted for the plan, to channel the brand’s core values and identity.
The outcome the implementation is measured both a month and six months after the Twitter plan was put into place. All KPIs defined for the success of the plan gained impressive growth after the implementation, and the plan was considered a success. The brand still uses the same plan in 2022.
The conclusion of the thesis highlights the importance of throughly understanding a brand and its identity when it comes to establishing its presence on social media, and creating a meaningful connection between a brand and its audience. Additionally, mastery of the different social media platforms and their features prove to be key to maximizing the their potential when it comes to social media marketing.