Social media marketing communication plan for Hauskafe Oy

The case company of this project-based thesis is Hauskafe Oy, an SME company located in Espoo, Finland. Following examples of best practices in the field, Hauskafe Oy recognised the need of designing a social media marketing plan that will allow to build the brand, improve customer loyalty and as a final goal – increase the sales. A social media marketing communication plan for Hauskafe Oy is the outcome of this thesis. The theoretical framework of the thesis is a desktop study that discusses the importance of social media marketing for companies as well as the means and the channels for better targeting of the right audience. It focuses on Facebook and Instagram, which have been proven to be among the commonly used social media platforms. The methods used in this project-based thesis are benchmarking and quantitative research. Other companies similar to and competitors of Hauskafe Oy are benchmarked in order to deepen the understanding of Facebook and Instagram business marketing activities. Quantitative research was conducted to get the insight of the target audience of Hauskafe Oy, its preferences in social media use and purchasing decision. The main findings appeared to be the importance of identifying the target audience, the nature of the posted content and distribution of social media channels. With the help of Facebook and Instagram marketing, Hauskafe Oy has potential to increase brand awareness, customer engagement and sales; the company is able to reach this goal by implementing the social media marketing communication plan designed in this thesis. The plan is projected for a 6 month period and includes a monthly schedule with specific recommendations and examples of the posted content as well as the choice of timing for the post, the type of content and social media channels