Social media marketing plan for Evento

This is a product-based thesis for Evento, a magazine for event professionals in Finland. The final product is a social media marketing plan for the commissioning party concentrating especially on raising the customer engagement and quality of marketing. The plan gives a strategy model for social media marketing and specific guidelines how to execute it. The plan focuses on Facebook, Instagram and LinkedIn marketing. The aim of this thesis is to create a social media plan and guidelines for building and managing a successful social media presence. The main objective is to raise customer engagement of the commissioning party’s social media channels. This means enriching the quality of the content, building consistency and interaction with the target audience. Other objectives of the final product are to raise the number of followers, to build brand awareness through social media and this way increase sales as well. In the theoretical part the author concentrates on brand elements, social media marketing strategies, customer engagement and B2B marketing. The author uses qualitative method by interviewing the business director of the commissioning party to have a better under-standing of the company’s social media marketing situation. The author decided this topic because she works as a digital marketer and event coordinator as a freelancer. She is also part of Evento’s digital marketing team, and this way acknowledged a need for a social media marketing plan. In the empirical part the author analyses the whole project. A situation analysis, target audiences, scheduling and result measurement will be discussed in the end. The empirical part supports the final product with a marketing schedule model, engagement rate analysis and other important elements. The author will also describe the implemention of part of the final product. After implementing the plan, Evento’s social media presence has improved; the social media pages have gained more interaction and engagement from the followers and the Instagram feed looks on-brand. In the end of this thesis the author discusses further development ideas and evaluates the whole thesis process