Social Media and Kathmandu Facebook Page

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Kathmandu Holding Limited | April 4
2013
| How do social media and consumer-generated content change the way marketers operate? | Nicole Mack |

Contents

1.0 Executive Summary 2 2.0 An Introduction to Kathmandu Holdings Limited 3 2.1 Products 3 2.2 Target market and key financials 3 2.3 Analysis of key financials 4 3.0 An investigation of Kathmandu’s Facebook page 6 3.1 Marketing on the Kathmandu Facebook page 6 3.2 Engaging their customers through Facebook 7 3.3 What Kathmandu could do to improve their use of Facebook 8 4.0 Building and maintaining customers using Facebook 9 4.1 Why consumers ‘Like’ pages on Facebook 9 4.2 Consumer Trust on Facebook 9 4.3 Conecting customers through Social Media 9 5.0 Three key things for a small company to consider when building a Facebook 12 5.1 Using interactivity to engage customers 12 5.2 Measuring reach and frequency 13 5.3 Mutually supportive online and offline customer experience 14 6.0 Conclusion 15 Bibliography 16

1.0 Executive Summary
The purpose of this report is to answer the question: How do social media and consumer-generated content change the way marketers operate?

To answer this question this report uses an analysis of the outdoor clothing company Kathmandu who uses retail stores and an online presence including a Facebook page for marketing their products.
The report found that with the increase in media fragmentation, companies like Kathmandu that build an online community of customers engaged with their Facebook page; help ensure their customers are more attentive and favourable to their brand.
The report reviews why consumers befriend (‘like’) a company on Facebook and found that the key reasons are to receive discounts and show brand support to their friends. The findings also show that consumers are more likely to trust a brand that has been recommended by their friends or networks on social media.
Within the discussions around social media, the



Bibliography: AAP, 2012. Kathmandu warns retailers of 'new normal '. news.com.au, 20 September. ASX, 2013 Carruthers, F., 2011 . A very happy Jan. Australian Financial Review, 9 June. Facebook, 2013 Facebook, 2013. Nicole 's Facebook page. [Online] Available at: http://www.facebook.com/ Frost, J. S. &. R., 2012. E-Marketing. 6 ed. New Jersey: Pearson Education. George, C. & Jevons, C., 2012. How User-Generated Content Really Affects Brands. Journal of Advertising Research, 52(1), pp. 53-64. Harris, L. & Dennis, C., 2011. Engaging customers on Facebook: Challenges for e-retailers. Journal of Consumer Behaviour, 10(6), pp. 338-346. J, O., 2010. The 8 Success Criteria for Facebook Page Marketing. [Online] Available at: www.altimetergroup.com Kathmandu, 2012. Investor Relations. [Online] Available at: http://investor.fb.com/index.cfm Kathmandu, 2012. Kathmandu Annual Report 2012. [Online] Available at: http://www.kathmanduholdings.com/wp-content/uploads/2012/08/Kathmandu-AR-2012-Web.pdf Kathmandu, 2013. Facebook, Kathmandu. [Online] Available at: http://www.facebook.com/#!/kathmandu?fref=ts Lipsman, A., Mud, G., Rich, M. & Sean, B., 2012. The Power of "Like" How Brands Reach (and Influence) Fans Through Social-Media Marketing. Journal of Advertising Research, 52(1), pp. 40-52. Mitchell, S., 2012. Kathmandu reaches for further growth. Australian Financial Review, 26 September. Neilson, 2012 Nelson-Field, K. & Erica, R., 2011. The impact of media fragmentation on audience targeting: An empirical generalisation approach. Journal of Marketing Communications, 17(1), pp. 51-67. Nesterenko, H., 2013. Online and Offline Marketing Combine for Customer Engagement. Biznology, 22 March. Nielson, 2010

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