Social Media Marketing

Topics: Marketing, Social media, Social network service Pages: 31 (7842 words) Published: February 24, 2014
Mauritius Employee Federation
School of Management - Diploma in Marketing [Year 1]

‘Applying Social Network Marketing Concepts
at
………………… Park.’

Submitted in part fulfilment of the requirements for the Diploma in Marketing By
LP

31 July 2013

Abstract

Social media marketing involves the use of online social media tools — such as Facebook, Twitter, and LinkedIn — to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers.

However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social network marketing strategy that will prove successful in the long run? Instead of simply focusing on popular social network applications companies need a set of guidelines with which they can effectively utilize various forms of social media as strategic marketing tools.

Therefore, this project presents the principles of social media marketing by explaining the social media phenomenon, detailing how to create and capture value with social media, and discussing the process of formulating a social media marketing strategy.

The company chosen for this study is ……….. Park which will focus on emotions of the customer experience a unique adventure through dedicated social media reaching several segments of the population, such as the family or the young, all future target customers.

2

Table of Contents
Abstract ............................................................................................................................. 2 List of Figures ................................................................................................................ 4 Acknowledgement.......................................................................................................... 5 Chapter 1 - Introduction ..................................................................................................... 6 1.1 Background .............................................................................................................. 6 1.2 Aims ......................................................................................................................... 7 1.3 Objectives ................................................................................................................ 7 1.4 Overview of …………… Park ................................................................................... 7 Chapter 2 - Literature Review ............................................................................................ 9 2.1 Marketing Evolution – a historical perspective ............................................................. 9 2.2 The Shift from Traditional to Sales and Marketing Orientation ................................ 10 2.4 The contemporary approach to social network marketing....................................... 12 2.8 The Marketing Mix related to Social Networking ............................................................ 15 2.9 The Marketing Mix......................................................................................................... 16 2.10 Limitations of the marketing mix model ....................................................................... 17 2.9 Summary ................................................................................................................... 18 Chapter 3 – Research Methodology ................................................................................ 19 3.1 Data Collection .......................................................................................................... 19 3.1.1 Methodology One: Assess the impact of social networks marketing on ….. Park 20 3.1.2 Methodology two:...

References: Burns N, Grove SK ( 2005) The practice of Nursing Research: Conduct, Critique,
and Utilization (5th ed.)
Chaffey and Smith (2008), To analyse how social network marketing can help in the
effective marketing of a business, www.ukessays.com/dissertations/marketing/howsocial-network-marketing-can-help.php#ixzz2GKWOkJKn (accessed on 15 January
www.dstevenwhite.com/2010/06/18/the evolution-of-marketing/ (accessed on 10
May 2013)
Fisher, (2007), Researching and Writing a Dissertation: A Guidebook for Business
Students
Ford, Henry. (1923). My Life and My Work. New York: Doubleday, Page and
Company
Ghauri, P, Gronhaug, K, & Kristianslund. I, (1995), Research Methods in Business
Studies, 2ed., Europe, Prentice Hall.
Haber, Samuel. (1964). Efficiency and Uplift. Chicago: University of Chicago
Press
Jankowicz, A D. (2005) Business Research Projects, London: Chapman and Hall.
Kotler, Philip & Armstrong, Gary, (2008). Principles of Marketing, Chapter 5
Consumer Markets and Consumer Buyer Behavior, P 135
Protalinski, Emil (2012), Friendly Facebook, 10.5 billion minutes spent on Facebook
daily, excluding mobile, www.zdnet.com/blog/facebook/10-5-billion-minutes-spenton-facebook-daily-excluding-mobile/11034 (accessed on 15 May 2013)
Protalinski, Emil, (January 2012), freelance journalist for CNET and ZDNet, 10.5
Billion minutes spent on Facebook daily, excluding mobile.
Quarashi, Adeel (2009) ‘The Power of Social Networking Sites in the context of
Online Recruitment’, www.scribd.com/doc/3403122/The-Power-of-SocialNetworking-Sites-A-Thesis-by-Adeel-Quarashi (accessed on 15 May 2013)
Sekaran, U. (1992), Research Methods for Business, A Skilful Building Approach,
3ed., U.S.A, John Wiley & Sons Inc.
The Associated Press (May 2013), Number of active users at Facebook over years,
www.news.yahoo.com/number-active-users-facebook-over-230449748.html
[accessed on 30 May 2013]
Twitter Statistics (2013), www.statisticbrain.com/twitter-statistics/ [accessed on 3
July 2013]
Varghese, (2011), Social Media and Marketing Mix www.twitterblogpost.com/socialmedia-marketing-mix [accessed on 28 June 2013]
Wilms, Todd (2012), The Evolution of Technology & Its Impact on the Development
of Social Businesses, http://www.forbes.com/sites/sap/2012/01/10/infographic-theevolution-of-technology-its-impact-on-the-development-of-social-businesses/
(accessed on 29 May 2013)
www.zdnet.com/blog/facebook/10-5-billion-minutes-spent-on-facebook-dailyexcluding-mobile/11034, (accessed on 06 May 2013)
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Rise of Social Media Essay
  • Social Media Marketing Essay
  • Social media marketing Essay
  • Social Media Literature Review Essay
  • Impacts of Social Media Essay
  • role of social media in tourism Essay
  • Social Media on Consumer Buying Behaviour Essay
  • Essay on How Brands Build Trust Through Social Media Marketing

Become a StudyMode Member

Sign Up - It's Free