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Author:Suikkari, Matti
Title:Multiple-case study of companies marketing in social media
Publication type:Master's thesis
Publication year:2010
Pages:xi + 105 s. + liitt. 6      Language:   eng
Department/School:Elektroniikan, tietoliikenteen ja automaation tiedekunta
Main subject:Tietoverkkotekniikka   (S-38)
Supervisor:Hämmäinen, Heikki
Instructor:Karikoski, Juuso
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  1488   | Archive
Keywords:social media marketing
Facebook
web 2.0
multiple-case
social media
sosiaalinen markkinointi
tapaustutkimus
yhteisöllinen media
Abstract (eng): The objective of this thesis was to find the answers to three questions: Why do companies establish presence in social media?
How should companies plan for and operate in social media?
It a presence in social media profitable?

The research was organized as a multiple-case study with five participating Finnish companies.
Data was gathered through focus interviews with the companies' marketing representatives.

It was found that companies establish presence in social media with varying, mixed motives, most often a mix of commercial and customer-oriented motives.
As an answer to the second question, a process of best practices was laid out.
It was found that marketing on social media is profitable and very cost-efficient.
Also, a model for social media marketing maturity is proposed.
Abstract (fin): Tämän diplomityön tavoitteena oli vastata kolmeen kysymykseen: Miksi yritykset haluavat olla yhteisöllisessä mediassa?
Miten yritysten tulisi suunnitella ja ylläpitää sivujaan yhteisöllisessä mediassa?
Onko yrityssivun ylläpito yhteisöllisessä mediassa taloudellisesti kannattavaa?

Tutkimus toteutettiin usean tapaustutkimuksen metodilla ja mukana oli viisi suomalaista yritystä.
Tietoa kerättiin yritysten markkinointipäälliköille tehdyillä teemahaastatteluilla.

Tutkimuksessa paljastui, että yritykset perustavat sivuja yhteisölliseen mediaan vaihtuvin motiivein, joissa sekoittuvat useat pyrkimykset, tyypillisimmin kaupalliset ja asiakaslähtöiset motiivit.
Vastauksena toiseen kysymykseen on selostettu parhaiden käytänteiden prosessi.
Markkinointi yhteisöllisessä mediassa yrityssivua ylläpitämällä on kannattavaa ja erittäin kustannustehokasta.
Lisäksi esitetään malli yhteisöllisessä mediassa markkinoinnin kypsyydelle.
ED:2010-09-14
INSSI record number: 40781
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