Social media marketing plan for CheapSleep Helsinki

The aim of this thesis is to create and implement a social media marketing plan for the hostel, CheapSleep Helsinki’s Facebook and Instagram accounts. The thesis is commissioned by the company, CheapSleep Helsinki and is needed, since the hostel does not currently have a social media marketing strategy for Facebook and Instagram. Firstly, an overview of the commissioner, CheapSleep Helsinki is presented, which includes a presentation of the hostel’s operation, services and customers, an analysis of the company’s current social media presence, as well as its competition’s social media presence, a review of the business’ owned, earned and paid media, as well as a SWOT analysis. The results of these analyses indicate that the hostel could benefit from a social media marketing plan in the form of gaining new potential customers, satisfying current customers, improving its reputation, keeping up and by passing its competition, as well as increasing sales and revenue. Secondly, the concept of social media, current consumer behavior and trends in social media, pros and cons of social media in business, Facebook and Instagram for business, as well as user characteristics of Facebook and Instagram are researched. All outcomes of the research are considered during the planning of the social media activities for CheapSleep Helsinki. Thirdly, the process of planning social media marketing activities is displayed according to the SOSTAC-Model. Consequently, the planning process of CheapSleep Helsinki’s social media marketing plan is presented with the help of the SOSTAC-Model. Fourthly, the social media marketing plan for CheapSleep Helsinki is created. Fort this purpose, objectives are determined. Next, in order to reach CheapSleep Helsinki’s social media marketing goals, strategies, tactics and actions are established in the form of social media activities and planned with the help of a social media content calendar. Further, metrics are chosen to monitor, and measure determined objectives. The monitoring and measuring are done with the help of Facebook Insights and Instagram Insights on a weekly, monthly and annual basis. Lastly, the created social media marketing plan for CheapSleep Helsinki is implemented for a period of four weeks, after which the results are analyzed, and improvement suggestions made accordingly. The results of the implementation indicated that the social media marketing plan for CheapSleep Helsinki is a success for both Facebook and Instagram