A PROJECT REPORT ON

“Facebook Analytics for Targeted

Marketing”

A PROJECT SUBMITTED TO THE

UNIVERSITY OF MUMBAI

For partial completion of the

degree of Bachelor of

Management Studies Under the

faculty of Management

By
Mr. Nadeem Abdul Rashid Khan
UNDER THE SUPERVISION OF
Ms. Sonal Jain

CLASS: TYBMS ELECTIVE: Marketing Roll No: 142

REENA MEHTA COLLEGE OF ARTS, COMMERCE, SCIENCE & MANAGEMENT

BHAYANDAR (WEST), THANE-
401101.
ACADEMIC YEAR 2021-2022
 A PROJECT REPORT ON

“Facebook Analytics for Targeted

Marketing”

A PROJECT SUBMITTED TO THE

UNIVERSITY OF MUMBAI

For partial completion of the

degree of Bachelor of

Management Studies Under the

faculty of Management

By
Mr. Nadeem Abdul Rashid khan
UNDER THE SUPERVISION OF
Ms. Sonal Jain

CLASS: TYBMS ELECTIVE: Marketing Roll No: 142

REENA MEHTA COLLEGE OF ARTS, COMMERCE, SCIENCE & MANAGEMENT

BHAYANDAR (WEST), THANE-
401101.
ACADEMIC YEAR 2021-2022
 DECLARATION

I the undersigned Mr. Nadeem Abdulrashid khan here by, declare that the work embodied in this
project work titled “Facebook Analytics For Targeted Marketing” forms my own contribution to
the research work carried out under the guidance of Ms. SONAL JAIN is a result of my own
research work and has not been previously submitted to any other University for any other Degree /
Diploma to this or any other University. Wherever reference has been made to previous works of
others, it has been clearly indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Nadeem Abdul Rashid

Khan
Certified
by Ms
Sonal
Jain
(Project
Guide)
 CERTIFICATE

This is to certify that Mr. Nadeem Abdul Rashid khan has worked and duly completed his project
work for the Degree of Bachelor of Management Studies under the faculty of Management in the
subject of MARKETING and his project is entitled “Facebook Analytics For Targeted Marketing”
under my supervision.

I further certify that my entire work has been done by the learner under my guidance and that no part
of it has been submitted previously for any degree or diploma of any University.

It is his own work and facts reported by his personal findings and investigations.

Principal Coordinator Project guide

Dr. (Mrs.) Satinder Kaur Gujral Ms. Sonal Jain Ms. Sonal Jain
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do this project.

I would like to thank my Principal, Dr. (Mrs.) Satinder Kaur Gujral for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our Coordinator Ms. Sonal Jain, for her moral support and guidance.

I would also like to express my sincere gratitude towards my project guide Ms Sonal Jain , whose
guidance and care made the project successful.

I would like to thank my College Library, for having provided reference books and magazines related
to my project.

Lastly, I would like to thank each and every person who directly and indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my
project.
EXECUTIVE SUMMARY
Chapter No. Topic Page No.
CHAPTER 1 INTRODUCTION 1
1.1 Company Introduction 1
1.2 Competition 3
1.3 Pint please’s Target Segment 4
1.4 6
1.5 8
1.6 10
1.7 18
1.8 24
1.9 28
1.10 30
1.11 51
CHAPTER 2 RESEARCH METHODOLOGY 54
2.1 OBJECTIVES OF STUDY 54
2.2 SCOPE OF STUDY 54
2.3 STATEMENT OF PROBLEM 54
2.4 NATURE OF STUDY/TYPE OF RESEARCH 54
2.5 HYPOTHESES OF THE STUDY 54
2.6 SAMPLE OF STUDY 55
2.7 DATA COLLECTION METHOD 55
2.8 TECHNIQUES USED FOR DATA PRESENTATION 56
2.9 TIME DIMENSION 56
2.10 LIMITATIONS 56
CHAPTER 3 LITERATURE REVIEW 60
CHAPTER 4 DATA ANALYSIS, PRESENTATION AND 61
INTERPRETATION
CHAPTER 5 CONCLUSION AND SUGGESTIONS 78
BIBLIOGRAPHY AND ANNEXURE 83

8
1 INTRODUCTION

Companies are increasingly investing their marketing resources on social media channels. Especially
Facebook continues as an important channel and with its wide range of users, familiarity to company
leaders and relatively low advertising costs it is the most popular social media channel for marketing
in start-ups and SMEs. (Lipiäinen, Karjaluoto & Hakola 2013, 13.)

Consumers on Facebook on the other hand are exposed to an excessive amount of promotional
messages of companies who are all competing from their attention. Being unable to process all
received information, consumers constantly go through an unconscious selection process to filter the
irrelevant from what deserves attention. Therefore just a presence on Facebook is not enough for
businesses but the need to provide content that is clearly appealing to their target consumers is
increasingly important in order to win the consumers’ attention and differentiate the company from
competitors.

As a commissioner of this thesis is an application start up company Pint Please Global Ltd, which is
based in Oulu, Finland. The company has developed a mobile phone application called Pint Please
that allows consumers to mark down and give reviews on beers they have tasted and share their
product opinions with friends. The application is especially targeted for craft beer consumers and is
available in Finnish, English, Swedish and Spanish, Finland being their main market. The company
now wishes to gain more popularity in the UK market.

The aim of this thesis is to help the commissioner develop their marketing in Facebook. The
commissioner would like to have a better understanding on what kind of content marketing works and
does not work in their case. The main research problem to study in this thesis is, how to develop Pint
Please’s current Facebook marketing in UK in order to increase app installs? Another research
question to study is, what kind of Facebook marketing content to publish on Facebook in order to
attract commissioner’s target consumer segment in UK? As research methods quantitative data of
current app users and Facebook followers will be collected from Facebook Insights and Facebook
Analytics for Apps. In addition several articles will be studied for more holistic understanding of the
target consumer in UK. A strategy for commissioner’s Facebook marketing will be developed based
on the information regarding target consumer and

9
company’s brand. The concentration of this thesis will be on company’s own Facebook profile and
paid advertisements.

In the first chapters of this thesis the company and its target consumer segments will be introduced, as
it is important to understand the target consumers in order to know how to engage them. Then the
marketing strategy process will be reviewed and the use of Facebook as a marketing tool will be
explained in more detail. After this the strategy for Facebook will be formulated taking into account
the brand and findings on target consumers’ interests. Finally the thesis will finish with further
development proposals and evaluation of the thesis work.

10
1 COMPANY INTRODUCTION

Pint Please Global Oy is a mobile application start-up company founded in 2014. The company is
based in Oulu, Finland and employs in total four people. The company has raised funding from
several private investors as well as a start-up investment company Butterfly Ventures. Currently the
Oulu office core team consists of the CEO, two software developers and a designer, all with in total
55 years of previous experience on their industries. In addition Pint Please occasionally employs part
time workers to collect and publish content for the company. The mission of the company is to make
people drink better beer. Their vision is to be the biggest beer service platform in the world and to
have an impact on the purchasing decision of millions of beer consumers. To achieve these the Pint
Please core team has adopted an open, trustworthy and customer oriented company culture in which
they continue working. (Pint Please Global Ltd 2014, cited 16.10.2016; Karppinen & Tapaninen,
interview 4.11.2016.)

FIGURE 1. Pint Please Mobile App

With Pint Please mobile application (FIGURE 1) users can give reviews and mark down their favorite
beers, share them with friends and find pubs and bars that sell those brewery products they like. The
application will also recommend new brews to taste based on user’s individual taste. The app is
available in Finnish, English, Swedish and Spanish for android and iOS phones free of charge and it is
targeted for beer lovers who like to discover and enjoy the taste of a good quality brew, thereby taking
advantage of the current craft beer trend. The app has achieved approximately 30 000 installs and
around 4200 active users in Finland, growing on average by 1000 monthly installs. The second
biggest market is UK with approximately 4 000 installs and 300 active users. The third biggest
market based on the number of users is USA with approximately

11
 1400 installs and 300 active users. In UK the application gained most of its installs during the first
year after launch, which has been partly assisted by local media coverage. Pint Please has been
present in such medias as Morning Advertiser and ITV Cambridge in August 2014, and briefly in The
Sun in October 2015. (Pint Please Global Ltd 2014, cited 16.10.2016; Karppinen & Tapaninen,
interview 4.11.2016.)

The company makes revenue by selling consumer analytics to pubs, breweries and brew importers in
exchange of a monthly payment. Buying consumer analytics from Pint Please allows companies to
receive information on consumers’ opinions about their products and/or services. The most important
business clients for the company are breweries, pubs and supermarkets. (Pint Please Global Ltd 2014,
cited 16.10.2016; Karppinen & Tapaninen interview 4.11.2016.)

1.1 Competition

As main competitor the company considers to be Untapped, which is a beer application available in
English, Dutch, French, German and Italian and offers similar features as Pint Please. Untapped was
launched in USA in 2010 and had 3.2 million users in April 2016 (Rotunno 2016, cited 18.10.2016).
Pint Please declares it focuses to differentiate itself from Untapped by being user-friendlier, localized
and by providing interesting content for their users. Other competitors Pint Please considers to be
Ratebeer, a website for professional-level brew connoisseurs and their followers with 400 000
registered users, and Beer Advocate website in US that also publishes a magazine. (Karppinen &
Tapaninen, interview 4.11.2016.)

Companies may observe competition from industry point of view or market point of view. Industry
point of view sees as competitors those companies or brands that offer similar products that could be
direct substitutes for the company’s offering. Market point of view instead observes competition from
customer point of view and considers competing products being those that satisfy the same customer
need. (Kotler, Keller, Brady, Goodman, Hansen 2012, 306.) In the case of Pint Please the industry
competitors are those offering similar beer rating applications, such as Untappd. From market point of
view competitors for Pint Please are not only direct substitute products but also other products and
services that may cover the same need to find, rate and share beers, such as social media platforms,
bartenders and online stores such as Beer Hawk and Honest Brew.

12
1.2 Pint Please’s Target Segment

Pint Please describes its target market as follows:

“The main users of Pint Please application are 25-45 years old men who drink craft beers at least two
times a month. The users generally have a university-level degree. Those of less than thirty years old
visit pubs more often and spend time with their friends. Those who are older usually have a family
and enjoy their beer at home.” (Karppinen & Tapaninen, interview 4.11.2016.)

Segment profiles are sometimes presented as brand personas. Brand personas are descriptions of the
typical consumers within the selected target markets. The description often includes personality
characteristics, lifestyles, interests, attitudes, purchasing behavior and benefits sought in products
along with demographic characteristics. The aim is to facilitate understanding the target market better
and help making effective marketing decisions. The finalized description of a brand persona is based
on market research data and findings. (Market Segmentation Study Guide 2016, cited 15.11.2016.)

Pint Please has developed two brand personas to assist in understanding the typical consumer in their
target market segment in Finland.

Matti the Family Guy

Matti is 36 year old architect from Tampere, Finland. He’s married and he has two children.
Matti likes to play frisbee golf and listen to music while he has time. He also goes to gigs
occasionally.

Matti got interested in craft beer about five years ago when his friend recommended him to
taste some better beers. Matti has always been more of a beer person even though he
occasionally also buys some wine and whisky. Usually Matti drinks beer at home once a week
because he doesn’t have time to go the pubs.

Matti likes technology but wants it to be simple and practical. If something isn’t working he
won’t be using it. He uses Facebook and Instagram daily but mostly checks what his
friends are up to rather than makes posts himself.

Matti is interested in beer and would also like know more about them since
he considers himself as a beer novice. The beer selection in shops is so
large that he would like to make better selections. Matti buys beers mostly
from the local supermarket where he picks some familiar beers first and
then some new ones to try out.

13
 Matti uses Pint Please because he wants to remember which beers were great and which were
not. (Karppinen & Tapaninen, e-mail 4.11.2016.)

Jussi the Football Fan

Jussi is a 25 years old marketing student from University of Helsinki. He lives with his
girlfriend. He likes to watch football and movies and he also goes to the gym. Jussi uses many
common apps such as Facebook, Instagram and Snapchat and also posts to those medias about
once a week. He also plays Hill Climb Racing on his phone once in awhile. Jussi is not that
interested in technology but if he finds something useful he grabs on it.

Jussi got interested in beers two years ago and now he regularly wants to try out new and
different beers. Usually he drinks beer two times per week and usually with his friends.
Even though he enjoys craft beer, still over half of the beers he drinks
are normal bulk beers and the rest are better beers.

Jussi has quite large friendship circle. Usually he has couple of better
beers to start the night out with friends and then the rest of the night
goes with “whatever” beers.

Jussi buys most of his beers from supermarkets or Alko but he also
goes to the pubs about once a week. Jussi wants to drink good beers
and he often asks a recommendation from the bartender if he’s in the
pub. At the supermarket Jussi grabs
the beer with a gut feel. He knows which styles he like so usually he picks something from
those styles. (Karppinen & Tapaninen, e-mail 4.11.2016.)

Some consumer segment information can be identified and concluded from Pint Please brand persona
descriptions. This information can be presented in a segment profile table (TABLE 1). Further
consumer research will provide more information on selected segments.

14
15
16
17
18
19
1.3 Pint Please App Users in Finland

Facebook Analytics for Apps shows data on the current users of the Pint Please application.
According to the data the app users in Finland are mainly men of 25-34 years old who live in urban
areas and have a high level of education. The pages they like on Facebook are related to travel
documentaries, intellectual humor, rock music and consumer electronics.

We can conclude from the available data that the current Finnish Pint Please users are adventurous,
interested in discovering the world and experimenting unusual things. They are also educated and well
informed on current topics in the society and able to think critically. They are likely to find out
information from various different sources before making decisions. They are not likely to be notably
influenced by main commercial mediums or traditional high budget advertising. Their sense of humor
is often in context with current topics and linguistic features such as wording, requiring good general
knowledge. The Pint Please users most often like to listen rock classics and are keen on convenient
consumer electronics. They occasionally follow sports. Despite of their global interests they also
appreciate local Finnish culture.

Aalto University interviewed eight 25-28 year old craft beer hobbyists in Helsinki for a master’s
thesis in order to study the consumer identity of Finnish craft beer hobbyists. Findings of the study
were that the interviewed craft beer hobbyists considered themselves as experimenters and explorers,
analysts and critics, hedonists and conosseurs and as teachers and gurus. (Helaniemi 2016, cited
12.4.2017.) The findings of Aalto University study are in line with the author’s findings on Finnish
Pint Please application users.

1.1 Pint Please App Users and Craft Beer Consumers in UK

According to the data available in Facebook Analytics for Apps, 10,7% of all Pint Please users live in
UK. This counts about 660 people. A quarter of them are men between 25-34 years old. The
geographical distribution of users is highly centralized in London; nearly 30% of all users live in the
capital city. However the geographical distribution of users does not correlate with the size of the city
in UK but most users apart from London seem to live in smaller towns around the country with no
specific concentration on large cities. Users’ relationship status is evenly likely to be single, married
or in a relationship. (Facebook Analytics for Apps 2016, cited 22.11.2016.)

20
FIGURE 2. Age distribution of Pint Please app users in UK (Facebook Analytics for Apps 2016, cited
22.11.2016)

In UK the app users’ highest reported educational level was a college degree reported by 65% of
users. 35% reported high school as their highest education. Zero percent of users reported on
Facebook of having a post-graduate degree. A clear majority, 86% use an Android-based device, iOS
representing only 13,7%.

It is estimated that by 2013 25% of British adults had consumed a craft beer within the last six
months. This equals to 13 million people. The craft beer trend has been projected to continue its
growth and move from early adopters towards mainstream consumption. Half of the consumers in UK
expect craft beer to taste better and a third appreciates the quality of craft beer to the extent that they
are willing to pay more of it compared to regular beers. However nearly half of the consumers think
that craft beers would be more appealing to them if they knew more about them. 40% of consumers in
UK have stated that they were open to try a craft-style beer from a large brewer. Rather than the small
size of the brewery, high quality and artisan skills were estimated to be the factors that gave
consumers a different consumption experience compared to regular beers. 63% of beer drinkers in
2013 claimed to drink a beer at least once a week. However the actual amount of consumed beer is
decreasing in UK, reflecting the changing consumption pattern of drinking less but of higher quality.
Quality ingredients and the brewing process is said to convey beer consumers of superior quality.
(Mintel 2013, cited 14.11.2016.)

Compelling brand stories, superior flavor, quality and choice are motivating consumers to choose a
craft-style beer (Hall 2016, cited 14.11.2016). Consumers want to try unusual and better beers and
think carefully what they spend their money for. As with food trends, the localism, natural

21
ingredients, bolder flavors and artisanal methods are what consumers appreciate in brew drinks as
well. (Shortlist 2017, cited 14.11.2016.)

A poll made in United States for craft beer drinkers in 2016 shows that those consumers who drink
craft beer are more health conscious than average alcohol consumers. They exercise more and
preferably in a group, they consume alcohol less frequently and pay attention to ingredients in their
craft beer. They also tend to seek out food and beverages made locally. Most of the younger
consumers (aged 21 to 34) stated drinking alcohol only on weekends and a significant amount of the
millenial craft beer consumers state they actually take time off from drinking. (Craft Beer World
2016, cited 14.11.2016; Birth 2016, cited 14.11.2016) These trends should be taken into
consideration, as they are likely to apply in UK as well.

University of Cambridge researched social networking data in 2010 to detect which districts in
London were most often visited for socializing purposes and how it correlated with the economic
improvement of the area. The research found that such districts in London as Hackney, Greenwitch,
Tower Hamlets, Lamberth and Hammersmith and Fulham are currently undergoing gentrification.
(Hristova, D., Williams, M. J., Musolesi, M., Patzarasa P. & Mascolo, C. 2016, cited 4.5.2017.) For
example the Hackney area is nowadays inhabited by well-qualified young demographics who are
likely to work on high level occupations (LB Hackney Policy Team 2016, cited 4.5.2017). The author
considers the areas mentioned above have potentially been visited or inhabited by the early adopters
of craft beers when the trend was new. On the other hand, there is a high concentration of craft beer
breweries in Bermondsey district (Curtis 2016, cited 4.5.2017). Visitors in these geographical areas of
London could be targeted when aquiring new users for the Pint Please app. However the shift in craft
beer trend from early adopters towards mainstream consumption should be taken into account and
targeting should not be limited only to these geographical segments. Londoners as a target are also
very diverse as they come from many different ethnic and linguistic backgrounds, which should be
taken into consideration in marketing for Londoners.

To conclude the British craft beer drinker segment we can summarize that our target is looking for
quality artisan product as the return for their money. They also like to discover and experiment and
are open to try unusual beers. The consumers appreciate the local aspect of their product and natural
ingredients, corresponding to the more health conscious trends. They are interested in how their
consumed products are made and are likely to check nutrition labels. The consumers

22
are also likely to use critical thinking when making consumption decisions. They are not
necessarily the early adopters of craft beer but increasingly often the early and late majority.

TABLE 2. Pint Please’s UK Segment

KEY MEASURES UK Segment

Size 13 million in 2013
Growth rate Growing
Proportion of the market % 25% of British adults in 2013
CONSUMER BEHAVIOUR
Main consumer needs Find product information, discover and enjoy taste, more quality
for money
Usage level At least once a week in 2013
Level of brand loyalty n/a

23
Online Time of Pint Please UK Facebook Page Followers

According to the data in Facebook Insights, the Pint Please UK Facebook page followers are most
likely to be online checking their Facebook every day between 10 am (8 am London time) until
midnight (10 pm London time). In particular Pint Please followers spend time on Facebook between 8
pm and 11 pm (6 pm and 9 pm London time) and before 10 am (8 am London time) followers are
more likely to be offline. (Facebook Insights 2016, cited 1.12.2016.)

24
FIGURE 3. Hourly distribution of most common online times for Pint Please UK Facebook page followers
(Facebook Insights 2016, cited 1.12.2016)

25
2 MARKETING STRATEGY

Marketing strategy is the part of company’s marketing plan that defines the exact numerical objectives
marketing should reach, target markets, brand positioning, product, pricing, distribution and
marketing communications strategies as well as a summarized action plan for marketing activities and
description of how marketing research will support marketing in the company (Kotler et al 2012,
852). A marketing communications strategy is a part of marketing strategy that focuses to describe
how the company will communicate to target audiences and channel members (Kotler et al. 2012,
852).

The formulation of marketing planning follows SOSTAC –framework (FIGURE 4), which stands for
Situation, Objectives, Strategy, Tactics, Action and Control. Situational analysis explains the current
situation of the company in terms of strengths, weaknesses, opportunities and threats and provides
information on the micro- and macro-environmental issues to support the strategic decision-making.
Then clear, numerical objectives are set based on company’s vision. The objectives should be
S.M.A.R.T which means they need to be specific, measurable, actionable, relevant and time-related
(Chaffey & Ellis-Chadwick 2012, 214). A strategy is drawn to explain how to reach the set objectives
after which the tactical communication tools to support the strategy are selected. Action plans are then
created to decide who in the company does what and when. In the control –section, specific measures
and key performance indicators are chosen to help evaluate whether the set objectives are reached and
to quantify the success of marketing. It is important to remember that strategic planning is a constant
process, which means that corrective actions need to be taken based on results achieved and strategies
need to be reviewed and adjusted according to changes on the market environment and company
resources. The SOSTAC –process is also followed when formulating marketing strategies for any
digital channels, with the difference that channel-specific circumstances are dealt in more detail.
(Chaffey & Ellis-Chadwick 2012, 199.)

26
 Situation Analysis
Where are we now?
e.g. customer insights

Control Objectives
How to monitor performance? Where do we want to be?
e.g. web analytics, surveys e.g. number of leads

Actions Strategy
Who does what and when? How do we get there?
e.g. schedules e.g. STP, tools & channels

Tactics
How exactly we get there?
e.g. campaigns

FIGURE 4. SOSTAC –framework for formulation of marketing strategies (Chaffey & Ellis- Chadwick
2012, 199.)

Pint Please’s marketing communications aims to achieve strong visibility in social media and to build
image of Pint Please as a craft beer expert. They will also co-operate with influencers, pubs and
breweries to achieve a broader visibility in the eyes of their target beer consumers. In social media
their main focus will be in building a strong visibility in Facebook, Twitter and Instagram. The
content in these channels will be both self-created as well as content produced by third party bloggers,
breweries and pubs. Co-operation with influencers such as bloggers, beer clubs and famous Instagram
influencers will help build broad awareness at low cost. A new co-operation agreement with a major
Finnish brewing company Olvi will bring a significant amount of visibility for Pint Please as in spring
2017 Olvi will start to place Pint Please logos on their beer cans with a call-to-action statement to rate
the beer with Pint Please app. The next goal for Pint Please is to make similar co-operation
agreements with major players on the UK market. Pint Please will also use paid advertising in
Facebook and other platforms to help increasing awareness and the amount of users for their app. The
company will also develop further the sharing function of the application to facilitate word of mouth
not only offline but also through the app. (Karppinen, e-mail 8.12.2016.)

27
2.1 Marketing Objectives

Businesses set S.M.A.R.T objectives to ensure that everybody in the company knows what they are
working towards. S.M.A.R.T objectives are specific, measurable, actionable, relevant and time-related
and they allow assessing performance of strategies and business processes. (Chaffey & Ellis-
Chadwick 2012, 214).

SMART objectives:
 Specific – a detailed, real-world problem to improve and measure
 Measurable – quantitative or qualitative value that can be measured with a certain metric
 Actionable – the information needs to be helpful to improve performance in the company
 Relevant – the information needs to be applicable to solve a specific marketing problem
 Time-related – pre-defined time-period within which to reach or assess the objective

In order to know how efficient company’s marketing strategy is, its results should be measured using
appropriate key performance indicators (KPIs). The selection of appropriate KPIs depends on what
goals are set for marketing strategy. Based on collected data corrective actions are taken to improve
marketing in the company. Quantifying results helps to justify the effectiveness of digital marketing
and its contribution to business objectives, marketing objectives and marketing communication
objectives (Chaffey & Ellis-Chadwick 2012, 561).

When measuring the effectiveness and efficiency of digital marketing, a broad amount of data is
available. It is not efficient for the company to measure it all but metrics to observe are selected in
accordance with set goals. Multinational organizations are likely to have different type and level of
goals than small start-up companies and therefore also the metrics to observe and the number of them
vary significantly. Monitoring marketing performance – even in digital channels where the data is
formulated by digital tools and softwares instead of traditional research -- requires time, dedication
and resources. Therefore it is important to carefully select the right metrics suitable for each business
and their available resources for monitoring any marketing strategies or programs.

To ensure efficient marketing measurement process in digital channels, Chaffey & Ellis-Chadwick
(2012) suggest to follow a performance measurement process presented in FIGURE 5. At first stage
the aims of the measurement system are defined based on set goals for digital marketing strategy. For
example, if the goal of digital marketing is to increase website traffic by certain

28
percent, the goal for Facebook advertisement would be to reach a certain number of users who click
the advertisement or link and are directed to company website. At second stage the data will be
collected to see how many Facebook users actually clicked on the advertisement or link. The data is
then analyzed at stage three in order to understand why users clicked or did not click the
advertisement or link and what should be done to improve the results. Based on these findings and
solutions corrective actions will be taken at stage four. In practice this could mean for example
improving the advertisement design, content or copy. (Chaffey & Ellis-Chadwick 2012, 560-561.)

Goal setting
What do we want to achieve?

Performance measurement
What is happening?

Performance diagnosis
Why is it happening?

Corrective action
What should we do about it?

FIGURE 5. Performance measurement process (Chaffey & Ellis-Chadwick 2012, 561)

Traditionally the contribution of each marketing channel to sales or leads have been evaluated
separately and marketing budgets allocated to most profitable channels. In today’s digital world where
customer journey goes through many different channels, online and offline, each of them impacting in
buying intention, measuring the contribution of individual channels to sales and allocation of
marketing budgets accordingly, is a complex process. (Chaffey & Ellis-Chadwick 2012, 565.) It is
difficult to make direct conclusions on how a certain marketing channel, such as a social media
channel, has contributed to sales when there are many different channels and campaigns running
simultaneously. However by digital tools that collect data and track consumers journey before
purchase it is becoming easier for marketers to attribute credit for each channel more objectively.

29
2.2 Segmentation, Targeting and Positioning

Companies should focus on pre-defined target market segment(s) in order to efficiently use their
marketing resources and to sell their products more profitably. Especially on the era of Web 2.0
consumers are learning to filter out irrelevant messages and therefore it is essential for marketers to
provide content that is relevant to catch the consumer’s attention.

Focusing on a clear target market allows companies to develop and apply deeper understanding on
their consumers’ needs and wants and thus develop marketing accordingly. It is easier to reach and
communicate with consumers when companies know what drives their motivations, how do they
behave, through what channels they can be reached and what kind of messages they are responsive to.
Knowing target consumers helps the company to say the right thing to the right person at right time
and to position and differentiate itself from competitors’ offering.

Creating Brand Equity

Kevin Lane Keller’s Customer Based Brand Equity –model (later CBBE –model) assists marketers in
the brand creation process. It consists of four steps, each of them being dependent on the successful
foundation of previous steps and each having specific objectives with customers (FIGURE 11). The
CBBE -model is applied when planning, implementing and interpreting brand strategies. (Keller
2001.)

30
FIGURE 11. CBBE –model to assist in brand building. (Keller 2001.)

The founding step of the CBBE -model aims at brand identification and right associations consumers
have about the brand regarding a product class or consumer’s need. The goal of this step is to generate
deep and broad brand awareness among potential consumers. (Keller 2001.)

The second step aims at establishing a specific meaning of the brand in consumer’s mind and generate
strong, favorable and unique brand associations. In the second step it should be carefully and
strategically considered what are the tangible functions as well as intangible imaginary associations
consumers should have about the brand. (Keller 2001.) In this point marketers define the points-of-
parity (POPs) and points-of-difference (PODs) the brand has as reflected to competition. Points-of-
differences are unique associations that make the brand positively stand out from competition in
consumer’s opinion. The points-of-parity are associations the brand may share with other brands on
the market, such as category associations or competitive associations about the points-of-differences
of another brand. (Kotler et al. 2012, 363.)

On the third step the objective is to obtain positive responses to the brand identity and meaning from
the target consumer. Marketing activities play a key role in communicating the points-of- differences
and points-of-parities as well as brand identity established in previous phases. The response to the
information consumer has received about the brand leads to thoughts and feelings, which are
represented in the model as consumer judgments and feelings. Judgments are consumer’s opinions
and evaluations particularly about the brand performance, such as quality, overall credibility of the
brand with the organization behind it, brand consideration for plausible purchase and brand
superiority to other brands. Consumer feelings are more emotional

31
reactions related to the brand image, such as warmth or soothing effect the brand causes in consumer,
the fun, excitement and feeling of security, increased social approval and enhanced self-respect the
brand makes the consumer feel. (Keller 2001.)

The final step, consumer brand resonance, can be only reached when the three previous steps are
founded properly. In the resonance-phase brand responses are converted to create consumer loyalty
and intense, active relationships with the consumer. The nature of the relationship with the consumer
and the brand can be measured in behavioral activity, such as the amount of repeat purchases and
volume. It also displays as strong personal attachment to the brand, sense of community and active
engagement to the brand even to the point when they become evangelists of the brand and by
recommending it to others generate positive word-of- mouth. (Keller 2001.)

Pint Please brand in Customer Based Brand Equity –model

In the following FIGURE 12 Pint Please brand is introduced using the CBBE model. In the first step
Pint Please identity is introduced with associations to certain product categories and needs it serves. In
the second phase points-of-differences (PODs) and points-of-parity (POPs) to competitors are
explained both in terms of performance and imaginary associations. The third phase in our case
explains the desired reactions to the brand and the final step defines the goals of our brand strategy.

32
FIGURE 12. Pint Please brand presented in the CBBE –model.

The founding step should make sure that potential consumers hear about the Pint Please app and
understand it as a review and rating application and connect it to a craft beer consumption situation.
Pint Please should be understood as a localized, social, easy to use application that provides the user
information and recommendations on craft beer brands and teaches the user more about craft beers by
providing interesting content. It should be seen as an approachable and sincere brand used by trendy
and active people who like to discover the world of craft beer tastes. If Pint Please was a person, he
could be described as a genuine friend who has travelled the world and has plenty of stories to share
for the entertainment of like-minded people. As a consequence the consumers should consider Pint
Please as a source of useful and trustworthy craft beer information and be excited to explore new beer
products.

The ideal results will show consumer loyalty in terms of adopting a habit of using Pint Please
application every time they drink craft beer, relate to the brand that shares same values and life style
as the consumer, they want to join Pint Please community in Facebook and other social medias to stay
up to date about relevant news and discussions and recommend the Pint Please app to others.

33
2.3 Marketing in Digital Channels

Modern media channels are divided to three main types: Owned media, paid media and earned media
(FIGURE 13). Owned media channels are those owned and controlled by the company, such as
company websites, company’s Facebook page, company’s blogs and printed brochures. Paid media is
media bought by the company in order to attract visitors, reach or conversions such as display ads,
SEO, affiliate marketing, social media ads and TV advertisement. Earned media refers to publicity
generated through word of mouth and influencer marketing such as bloggers, publishers and customer
advocates who share information online. (Chaffey & Ellis-Chadwick 2012, 11.) Where owned and
paid media are easily controlled by the company, is earned media mainly in the hands of third parties.
Earned media coverage however can be a very powerful method to impact on customer acquisition, as
being out of company’s control, earned media types can be perceived more authentic than paid or
company-owned media types that have traditionally offered polished versions of businesses and
product information.

FIGURE 13. Key online media types (Chaffey & Ellis-Chadwick 2012, 11)

34
Digital marketing is ”achieving marketing objectives through applying digital technologies and
media” (Chaffey & Ellis-Chadwick 2012, 10). It therefore has the same fundamental goals as
traditional marketing. Digital marketing strategy is a marketing strategy specifically for digital
channels. It is constructed based on information about the business, competition, customers,
marketing goals and measures of progress (Ryan & Jones 2009, 23 - 24). Digital marketing needs to
be integrated with other marketing channels in order to support consistent overall marketing of the
company. It should therefore be aligned with the business strategy of the company having clear
objectives for business and brand development, the online contribution of leads and sales, be aligned
with the customer type in selected channels, define a value proposition that is communicated to
customers, define the mix of communication tools used both online and offline, support the customer
journey in the multichannel buying process and manage the customer lifecycle online. (Chaffey &
Ellis-Chadwick 2012, 14.)

There is not a ‘one size fits all’ – digital marketing strategy but each company will need to make one
according to their own circumstances. (Ryan & Jones 2009, 22). Digital marketing strategy helps
companies to optimize the business opportunity; it helps in making decisions about entering the digital
marketing field and focusing on the elements that are most relevant to the business (Ryan & Jones
2009, 19).

The following infographic (FIGURE 14) summarizes the specific issues to consider in digital
marketing in different phases of buyer’s journey using RACE – Reach, Act, Convert and Engage
– framework. In each stage of the marketing process the main focus is in different objectives that each
when reached will allow to take the next step with the next goal. For example in the first stage the
goal is to identify the prospects and to map how to reach them. It requires choosing the right
communication channels and building awareness of the brand or product using e.g. paid
advertisements or referrals by satisfied customers in social media platforms to pull people to
business’s content platform. The second phase is to interact with the prospects and to offer them
valuable content that differs from other brands on the market and makes people to return to the
platform. In practice this means offering content that prospects are interested in reading and viewing
and that demonstrates the value of the product. The purpose at the third stage is to convert the
prospects into fans, leads, app installs or paying customers by making it easy to buy, install, subscribe
or leave contact information online. In the case of Pint Please the easy discoverability of the app and
e.g. fluent, easily triggered re-direction from Facebook to the app installation page plays a key role.
The third stage is the stage where the customer buys or installs

35
the product for the first time to try it and finds out if it is worth his time and money. It is important to
notice that in addition to marketing effort that ensures fluent online shopping or install experience,
this stage in particular requires collaboration from all departments of the company in order to ensure
customer satisfaction with the product. Only after this stage is managed properly and the customer is
completely satisfied, marketers are able to move to the fourth stage and engage with existing satisfied
customers to repeat purchase, frequent use of the product and loyalty by keeping them interested in
the brand. In practice e.g. providing interesting content and other benefits in Facebook will help
engaging customers more, keep the app on top of their minds and build awareness and trigger referrals
that serve as social proof to reach new prospects. (Chaffey 2016, cited 16.5.2017.)

FIGURE 14. RACE framework for digital marketing planning. (Smart Insights 2016, cited 20.5.2017)

36
2.4 Content Marketing in Social Media

Social media is ”the umbrella term for web-based software and services that allow users to come
together online and exchange, discuss, communicate and participate in any form of social interaction”
(Ryan & Jones 2009, 152). Social media is a natural modern technology extension for people to
interact and communicate with each other and therefore its core concept is nothing new to human
society. Social media forms involve not only social networking sites like Facebook but also forums
and discussion sites, media sharing sites, reviews and rating sites, blogs, podcasts, wikis, submission
sites, social bookmarking and others yet to be seen. (Ryan & Jones 2009, 157
– 168.) What is important to remember is that social media is about two-way communication, lead by
consumers who participate the conversation with or without your business being present. The benefits
businesses can draw from participating in social media are feedback for product development, insights
and deeper engagement with customers. Effective social media marketing is not so much about
product promotion but rather about putting consumers first – by listening them and their interests and
providing useful information, advice and content for their benefit. (Ryan & Jones 2009, 154 – 155.)

Marketing in social media often uses a “pull strategy” rather than a “push strategy”. Where more
traditionally used push-strategy takes an approach where a message is delivered from the company to
consumers using traditional media, such as television advertising, pull-strategy sees consumers as
active information seekers who initiate the conversation with the company by searching internet and
reaching for the company. (Chaffey & Ellis-Chadwick 2012, 35-36.) John, Mochon, Emrich &
Schwartz (2017) however suggest that a combination of both pull- and push- strategies is more
effective than a pull-strategy alone (Leslie K. John, Daniel Mochon, Oliver Emrich & Janet Schwartz
2017, cited 8.2.2017).

Drawing appropriate plans before diving into social media helps companies to be prepared when
participating in social media channels. Also social media presence evolves with time and the direction
is reviewed according to new information obtained. Your customers, your business and your brand all
affect on how to build your social media presence.

Deciding which social media channels to use depends on which social media channels are your
customers using (FIGURE 15). Being present in all social media networking sites is waist of
resources; focusing on those that are most effective for the target audience allows the company

37
to use their resources efficiently, improve the quality of marketing efforts and thus adopt higher return
on marketing investment. Before deciding on the social media channels, companies need to define the
goals they want to achieve with social media marketing. Is the objective to gain new customers by
online word of mouth recommendations? Is the objective to improve the brand image by influencing
online conversations about the brand? Or is it to engage existing customers and to improve customer
retention or to offer customer service and information on new products and promotions? When the
goal is defined, a strategy describing how to achieve the goal will be developed and eventually the
decision on which social media platforms to use will be made. (Chaffey & Ellis-Chadwick 2012, 535-
536.)

People
Objectives
Strategy
Technologies

FIGURE 15. POST framework for social media strategy formulation (Chaffey & Ellis-Chadwick
2012, 536)

According to Carrion (2016), people discover applications most likely in app stores, by word of
mouth or general web browsing (Carrion 2016, cited 4.5.2017.) As we can see in FIGURE 16 below,
social networks play a much more minor role in app exposure. Taking this into account, it is important
for mobile application companies to put emphasis on optimizing its app discoverability in app stores
in order to generate app installs. Accordingly, the expected proportion of app installs gained through
social media channels is considerably smaller.

38
FIGURE 16. How people discover apps (Carrion 2016, cited 4.5.2017)

People go to social media to interact and exchange content with each other. They are not interested in
promotional messages or advertising but rather want interesting content that is relevant for them.
(Ryan & Jones 2009, 169.) Engaging content is what the target consumer considers engaging and
interesting and therefore there is not a certain type of content that works for all businesses and
consumers.

In order to provide engaging content for your consumers it is important to know them well – who they
are, what they like to do and what online channels they use. It is also important to know your business
and its resources; what kind of content are you able to provide for your consumers in an honest, open
and authentic way? The content should be relevant, interesting and entertaining for the consumers in
your chosen online channel in order to benefit them as an exchange of the time they spend engaging
with it. Promotive messages about your products does not fill this requirement and will consequently
be considered as spam, which consumers have learned to ignore and even to block from their devices.
Your content should be well suited to the selected channel, following its community rules, guidelines
and nuances typical to that channel. You will also need to know what you want to achieve with your
content, measure your success and improve it according to received feedback. It goes without saying
that companies should always be polite and respectful to others in online communications as your
company image requires it, and respond to valuable feedback constructively. (Ryan & Jones 2009,
169 – 171.) Comments, profile updates, e-mails and photos once posted online can be found and
shared years after.

39
When planning what kind of content to offer for your audience, it is beneficial to keep in mind the
initial reason for content marketing. Why content marketing will be used in the company, who content
will be created for and how your content can help the target in a way that no other available content
does? (Content Marketing Institute 2017, cited 2.5.2017)

Content marketing strategy includes following descriptions:

o The reasons for creating content, visions of succeed content marketing and what risks may be
involved.
o Goals of the content program, unique value the content will provide and potential obstacle and
opportunities involved in execution.
o Description of the audiences or brand personas who you will create content for, their needs,
what their content engagement cycle is likely to look like and the type of content you can
deliver to audiences in different touch points of their buyer journey.
o Messages and ideas the brand in question will communicate in the content and how they are
different from those of competitors.
o What channels will the brand use to communicate the content, what objectives, processes and
criteria each channel has and how to integrate them for a consistent brand presence.
(Content Marketing Institute 2017, cited 2.5.2017)

Content plan describes the tactics that will be used to execute content marketing strategy. It includes
information on who in the company will be responsible for each task, what key topic areas will be
covered, what content will be created, at what time, how to share content on different platforms and
what call-to-actions to include. (Content Marketing Institute 2017, cited 2.5.2017)

40
3 FACEBOOK AS A MARKETING CHANNEL

Facebook was founded in 2004 by Mark Zuckerberg and was initially available only for the students
of Harvard University. Later Facebook expanded for other university students and in 2006 allowed
registration for anyone. The amount of active users has grown exponentially and today Facebook is
clearly the most popular social networking site in the world with 1,871 million active users. In 2012
Facebook acquired Instagram and although they continue under separate brands, marketing in both
channels is made possible through Facebook. (Constine & Cutler 2012, cited 3.5.2017.) People use
Facebook to stay connected with their friends and family, share their content and thoughts and stay up
to date on what is happening in the world. (Newsroom 2017, cited 13.4.2017)

Facebook marketing can be divided into 3 elements: Facebook pages are companies’ owned media
and Facebook ads serve as paid media. As a social network Facebook users also share and create
content themselves, which serves as earned media for companies. It is important to remember that
Facebook is a social network and thus companies use Facebook not only for advertisement but also
for creating lasting relationships with their customers and engaging them constantly with valuable and
interesting content. (Newberry 2016, cited 27.1.2017.)

3.1 Owned Facebook Media

Facebook Page is the profile page of a company. It is a place to share content with customers, engage
with them and participate in conversations as a brand. All people following your Facebook page do
not organically see everything you post on their news feed, because Facebook has changed their
algorithm back in 2015 to improve the type of content their users are exposed to. This meant giving
less exposure to promotional content and prioritizing content liked and shared by the friends of users.
As a result, content that is not relevant to the users will have a restricted visibility no matter the
number of people following your Facebook page. (Newberry 2016, cited 27.1.2017.)

Best way to optimize organic visibility is indeed by posting quality content that your followers want
to see, are interested in and find relevant enough in order to like, spend time with, comment and

41
share with others. Posts that contain spammy call-to-action statements or have over exaggerated
headlines will be considered as poor quality and their visibility will be limited. Instead posting timely
topics, photos, videos and links and tagging other pages when relevant will improve the visibility of
businesses’ Facebook posts. Following the best practices for Facebook Pages that are available and
updated constantly by the network itself helps businesses to create and share content that will
optimize their organic reach. (Walters 2016, cited 27.1.2017)

Because of the amount of posts available on individuals’ news feeds, Facebook organizes them
according to relevance to the user showing the most relevant first. This ranking is based on who
posted the post, when, what type of content is in the post and what interactions the post has got. As a
result Facebook aims at showing the important life events of friends and family before posts by
businesses and brands. Facebook encourages publishers to write compelling but sincere headlines,
avoid overly promotional content, try different forms of content to find out what is most appealing
post format for their business’s audience and to use audience optimization tool to select the preferred
audience for the post and restrict those who the company thinks is not going to be interested in the
content. (Facebook For Developers 2017, cited 27.1.2017.)

When choosing a format for Facebook posts, it is good to remember that visual content is 40 per cent
more likely to get shared on social media than other formats (Templeman 2017, cited 15.4.2017.)
Organic engagement on Facebook is highest on posts that include a picture or a video (Mawhinney
2017, cited 14.4.2017). Pictures remain highly shared although there is a recent downturn trend in
total number of picture shares (Rayson 2016, cited 15.4.2017). Videos instead reach 135% more
people organically on Facebook than photos (Desreumaux 2016, cited 15.4.2017). Facebook plans to
increase the reach of its video content in 2017 as a result of Facebook users’ high engagement on
videos. Preference is given to videos uploaded directly on Facebook instead of sharing them from
other platforms. Live videos are watched 3 times longer than pre-recorded videos (Savage 2016, cited
15.4.2017). What should be paid attention to is the fact that 85% of videos are watched with volume
off. The FIGURE 17 below demonstrates the increasing trend of sharing videos on Facebook.

42
FIGURE 17. Video Sharing on Facebook (Rayson 2016, cited 15.4.2017)

Links are found to be engaging if the link leads to a long article outside of Facebook (Moeller 2017,
cited 15.4.2017). However there is a falling trend in the average number of shares for posts that
contain links (Rayson 2016, cited 15.4.2017). Asking questions is also an engaging format and draws
likes more than other posts (Moeller 2017, cited 15.4.2017). When posting sole text, posts of less than
50 characters are more engaging than longer posts (Moeller 2017, cited 15.4.2017). Brand identity
should be a key driver when choosing the language and tone of voice in communication.

3.2 Paid Facebook Media

Facebook Ads allow businesses to spread content on Facebook to specific targeted audience in
exchange of a payment (Newberry 2016, cited 27.1.2017). The price for Facebook Ads varies
according to the reach and the engagement the ad receives and they can be placed in target’s news
feed or right column of the page. The benefit of Facebook ads is that companies are able to reach very
specifically defined audiences, measure efficiently the return on their ad investment and use data to
improve ad targeting. Planning is the key in efficient Facebook advertising too. Before setting up a
Facebook ad companies should define the purpose of the ad, the specific audience that will see the ad,
choose the budget and consider carefully an appropriate design for the advertisement. The results can
be monitored in Facebook’s Ads Manager. (Torr 2015, cited 27.1.2017). Advertisements are a good
method to increase brand awareness to new audiences, promote products, drive traffic to company’s
website and create leads.

43
Marketing Messages

Content strategy defines the nature and the form of marketing messages to be delivered in media
channels. Marketing messages can be informational or emotional by nature and delivered from
company to customers or customer to company and customers to other customers as user generated
content or the message can travel in an entertainment vehicle as branded content. (Fill 2011, 376).
When creating efficient marketing messages, the message source credibility and message appeal are
factors to consider.

Message Source Credibility

Whether the message source is seen credible and thus improving the message effectiveness depends
on how much expertise the source is perceived to have, what personal motives the source is though to
have for being involved in delivering the message and how trustworthy is the source believed to be.
Credibility of the organization communicating the message and established strong brands allow
companies to convey messages easier. Credibility can be also established by using third party
endorsements and comments of satisfied users to improve trustworthiness of the message, or to use
referrals, suggestions and associations. (Fill 376 – 377.)

Message Appeal

When companies know their target audience’s perceptions and expectations, they are able to form
promotional messages that appeal to the target. Messages are presented on a way that they either
appeal to the rational of the consumer by presenting information or to the emotional senses of the
consumer. Emotional appeal is used especially to differentiate the product from other similar products
on the market. Informational appeals are used in situations that require high consumer involvement
and when the amount of factual information to be transmitted is vast. (Fill 388.)

Messages using informational appeals may use pure factual information such as logically presented
arguments on product freatures in order to convey consumers. The products may be also presented in
a usage scenario the consumer can identify with, such as showing similar people solving an everyday
problem with the product. This kind of slice-of-life advertising is

44
commonly used in particulary by household brands and is found to be simple and successful
technique. A similar technique to this is to use demonstration to show how the product works or
solves a problem. Comparative advertising may be used to promote superior features of the brand by
comparing the product benefits to those of competitors’. (Fill 388.)

Most commonly used emotional appeals in presenting messages are fear, humor, animation, sex,
music and fantacy and surrealism. Fear is used to demonstrate either the negative aspects or physical
dangers that could be prevented with the product or the social fear of being rejected by others if not
using the product. Humor can be used when receivers are in positive moods and not willing to process
advertising messages with high cognitive elaboration. It is however a challenging choise for message
appeal in global markets as word-based humor can get lost in translation and without local references
to provide clues while visual humor is universally more acceptable. Animation is used to make low
interest products visually more interesting and to convey complex products to the viewer. Sex is
mainly used for getting the attention of the viewer as it provides poor effectiveness for products that
are not related to it. Music in advertisements can be used to create a mood or to send a branded
message with a jingle, melody or tune. Fantasy and surrealism allows the advertiser to focus attention
on the product by using associated images and symbols. (Fill 389-391.)

Advertisers can also present questions and visuals such as parody to consumers in order to challenge
them with cognitive stimuli. When consumers respond postitively to challenge, the advertiser can
either provide an answer or leave questions open for the viewer to look for an answer. This increases
viewers’ involvement with the message. (Fill 391.)

3.3 Earned Facebook Media

In today’s world of digitalized social interactions ordinary individuals also create content and share
branded messages with each others. This type of user-generated content can be seen in forms of blog
posts, shared pictures, videos etc. For example in Facebook people upload pictures and posts of
themselves using a product or service, check in to locations and give reviews on services. Companies
may engourage public to generate content by organizing a competiton and offer a prize
(CrowdSource), people may voluntarily offer material and ideas for specific organisations or
industries (OpenSource) and people may exchange information and ideas

45
among themselves without directly communicating with the company (FriendSource). Marketers can
take advantage of the user-generated content being shared by listening to consumers and observe how
they perceive the brands, products and organizations they are discussing about. (Fill 382-384.)

Word of Mouth

Word of mouth occurs both online and offline when people have a reason to talk about products and
services with each other. Consumers see recommendations from friends and family or other
consumers as more reliable than company-originated information and positive word of mouth is
therefore believed to increase purchase intent. Positive word of mouth can be facilitated and
encouraged by exceeding customer satisfaction, employing transparent, two-way communication and
by assuring that relevant influential individuals are satisfied and aware of the good qualities of the
product. (Chaffey & Ellis-Chadwick 2012, 536 – 537.)

Viral marketing is a form of electronic word of mouth that increases the awareness of brands and
promotions when people are discussing about them and transmitting information on exponential
fashion. It occurs in two main forms; e-mail and social networking platforms. Viral effect is a cost-
effective way to reach a large audience but there is no guarantee that the content will go viral. Online
viral effect can be improved with offline media mentions and campaigns, such as advertisement in
TV. (Chaffey & Ellis-Chadwick 2012, 538 – 539.)

3.4 Measuring Facebook Marketing Outcome

4.4.1 Facebook Insights

Facebook Insights is Facebook’s own measurement tool that helps Facebook Page owners understand
better who among their audiences is most engaged with the page. By monitoring the metrics Facebook
Insights provides, businesses can improve their Facebook content and activity for better precence and
more efficient marketing.

46
The Facebook Insights provides information on e.g. the following:

Likes
Likes section in Facebook tells how many people have liked the Facebook Page each day.
Increasing the number of page likes helps build brand awareness (Facebook Business 2017a,
cited 16.4.2017). However, only a small fraction of the people who like business pages will
automatically see posts by those pages (Bernazzani 2017, cited 16.4.2017).

Reach
Post reach shows how many people the post was showed to. Likes, comments and shares help
reach more people where as hide, report as spam and unlikes decrease the number of people
you reach (Facebook Business 2017a, cited 16.4.2017).

Engagement Rate
The engagement rate is a percentual figure that tells how engaged people are towards your
post. The engagement rate is calculated by dividing the total number of reactons, comments,
clicks and shares by the amount of people reached and multiplied by 100. The engagement
rate is one of the most important metrics in content marketing. (Facebook Business 2017a,
cited 16.4.2017.)

Visits
The visits section will show the number of times your Facebook page and different tabs on
your Facebook page were viewed. It will also show the number of times people came to your
Facebook page from another website. (Facebook Business 2017a, cited 16.4.2017.)

Posts
In the posts section businesses get information about when their Facebook fans are most often
online, which post type is most successful and how engaged people have been with posts
published by other pages that you are watching (Facebook Business 2017a, cited 16.4.2017.)

47
 Video
The video section shows which videos the company publishes and shares are most popular.
It gives information on the number of times a video was viewed for more than three
seconds, for more than 30 seconds and the videos that were viewed most. (Facebook
Business 2017a, cited 16.4.2017.)

People
The people tab gives Facebook page owners demographic information on the people who
follow, are reached or engaged with your page, such as age, gender, location and language.
This section helps companies to better tailor their message to fit a certain demographic
group. (Facebook Business 2017a, cited 16.4.2017.)

4.4.2 Facebook Ads Manager

Facebook Ads work on auction basis. Out of all companies’ advertisements Facebook selects to run
the best ads based on ad performance and ad’s maximum bid. This means that all advertisements
compete against each other from the place on target consumer’s news feed, and the ones that
Facebook considers most likely to be successful will win the auction. Being successful requires being
relevant to target consumer e.g. by offering products that the target consumer might need in different
life cycle and offering enough money to win those other advertisers whose bid for the same target is
less than yours. Last success factor depends on how likely the Facebook users that you are targeting
are to contribute to your marketing objective you have chosen, such as to click the ad and visit a
website. Facebook’s idea behind the auction system is to keep Facebook’s own users satisfied by
showing only ads that could be useful for them, to keep advertisers satisfied by optimizing their return
on investment and showing the ads to those users who are likely to interact with them, and to
maximize Facebook’s profit by accepting the best offers advertisers are willing to pay for showing
their ads. (Facebook Business 2017b, cited 3.5.2017.)

48
 Relevance to Audience
Ad Bid Audience's Interaction Place in News Feed

FIGURE 18. Facebook Ads Auction

Facebook’s Ads Manager is the tool advertisers use to create and run Facebook ads, target them to
right audiences, set budgets and follow ad’s performance. The data Ads Manager shows for
monitoring ad performance includes a variety of metrics such as ad reach, likes per post, clicks,
website conversions, website puchases, cost per web conversion, mobile app installs, budgets spent,
and ROI values such as cost per app install. (Facebook Business 2017c, cited 3.5.2017.) The data
companies should monitor in Ads Manager depends on the set objectives of each ad campaign. In the
case of Pint Please, Cost per App Install (CPI) reveals how efficient the paid ads are when the goal is
to generate new application installs. The lower the CPI the more efficient the ad campaign is. Right
targeting and appealing ad design improve the CPI value.

4.4.3 Facebook Analytics for Apps

Facebook Analytics is a tool that provides data for developers on how people are using websites,
Android and iOS applications and messenger bots. It also enables developers to observe more deeply
the user segments by providing information on user demographics, geographical locations, behaviour
as well as interests in terms of pages they like on Facebook. (Facebook for Developers 2017a, cited
3.5.2017.)

In Facebook Analytics app developers see how often people use the app on what devices, how many
app installs occur on daily basis etc. The user data includes all app users regardless if they use
Facebook login with their application or not. (Facebook for Developers 2017b, cited 3.5.2017.)
However most segment variables only include data of those people who are also Facebook users
(Facebook for Developers 2017c, cited 3.5.2017).

49
Application installs is a number that describes how many times the application was installed in Apple
App Store or Google Play Store and launched at least once after installation. Daily, weekly and
monthly active users instead describe the number of people who have launched the application within
the last month, week or day. (Facebook Analytics for Apps, cited 3.5.2017.) If a user does not launch
the application in one month, Facebook Analytics will no longer consider him as an active user.

Referrals from Facebook to Your App shows the number of times people have clicked anywhere on
Facebook and been then lead to the app installation site on Apple App Sotre or Google Play Store. It
shows the traffic from Facebook to app installation site. Mobile Installs from Facebook Referrals
shows the number of times people have clicked anywhere on Facebook, been lead to app installation
site, installed the app on their phone and launced it at least once within the following month from
installation. (Facebook Analytics for Apps, cited 3.5.2017.)

As mentioned earlier, there may be many different channels and campaigns that simultaneously
influence on consumer’s choice to buy products or install applications. The number of installs
therefore may take impact from other online and offline channels as well but solely Facebook.
Therefore it is challenging to measure the precise impact of Facebook marketing to the number of app
installs.

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4 FACEBOOK MARKETING STRATEGY FOR PINT PLEASE APP

In this chapter Facebook marketing stratey for Pint Please UK will be developed based on the
information in literature review, consumer research and brand positioning efforts of the company.
First the current Facebook marketing and its performance in Pint Please UK Facebook page will be
observed further for better understanding of the current situation. Then objectives for Facebook
marketing in UK will be drawn based on company’s current and desired performance and metrics will
be chosen to monitor performance development. Then strategic approach will be incorporated to
Facebook marketing in UK to reach the objectives and tactic proposals will be given for more detailed
description.

4.1 Current Performance

Pint Please has created separate Facebook pages for its audiences in Finland and UK, which enables
them better tailor their messages for each audience. The company has also named one of their team
members, the designer, responsible for the management of Pint Please social media channels and
marketig materials. Recent funding has secured the availability of necessary financial resources for
marketing activities and the company is willing to use a certain amount of money for profitable
marketing actions. Taking into account however the limitation of resources, such as time and finances
of this size of a company, all marketing actions should be executed as efficiently as possible to
maximise the return on marketing investment. The company has not declared a budget for their social
media activities at this point.

The company’s current (February 2017) Facebook marketing for the UK market has points of
development that should be considered when optimizing marketing resources. The first one of them
and perhaps the most important factor is insufficient focus on pre-defined target audience. As we have
learned in the literature review, focusing on a certain target market allows companies to optimize their
marketing resources and Facebook as a tool offers great opportunity for businesses to target their
consumers with its advertising targeting features. Pint Please initially gained most of its UK Facebook
page followers with an ad campaign that proposed Facebook users to like their page if they liked beer
(FIGURE 19). This was targeted to all people of 18 years or older who lived in UK and who either
liked the Pint Please UK page already or were friends of

51
those who liked the page. This has partially lead to a generic and scattered base of followers in UK
who like to drink beer but may not be interested in craft type of brews or using a mobile application
for discovering craft beers. Currently (as of 22.2.2017) the Pint Please UK Facebook page has 3,554
page likes out of which 3,512 are actually following the page. Compared to these numbers, followers’
overall response to Facebook page content is low, typically one or two actions such as likes out of
hundreds of reached organically. Also the number of application users in UK on the day of

observation is only 1/7th of the amount of Pint Please UK Facebook page followers, about 500 users.

FIGURE 19. Do you like beer? –campaign.

Another point to develop on Pint Please UK Facebook page is that the company has not decided on a
message to communicate or the purpose for their Facebook page as a marketing tool. For this reason
the Pint Please UK Facebook page does not provide any significant added value for the target
consumer in return for following the page. The content consists mostly of shared generic beer –related
news and articles and focusing more precisely on craft style of beer communication would represent
the company and product better and engage the right consumer base. The content could also be
localized more for the UK consumers by sharing more posts that are in context with current topics in
UK. Content formats should also vary more from the current link-based content, which would enable
the company to viably measure whether the most engaging format is a shared link to an article, a
photo, a video, a gif-format or other format.

Third factor to improve in Pint Please UK current Facebook marketing is that the company has not
specified any numeric goals to reach. This prevents the company to effectively use available data for
evaluation of Facebook marketing activities. As we have learned in literature review, the first step for
developing effective marketing strategies is to set S.M.A.R.T objectives to reach that

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guide marketing actions in every channel. Only after the marketing objectives are clear, we are able to
select the relevant key performance indicators to monitor success and efficiently use the data
Facebook provides for businesses. It must be also remembered that Facebook alone should not be the
only channel responsible for reaching all the marketing objectives but separate goals should be set for
each marketing channel according to given resources and their function in the overall marketing of the
company. Companies should neither rely blindly on numerical marketing goals and metrics but to
remember also the qualitative value behind each quantitative result achieved and its impact on overall
business goals. Awareness may not be good to be reached at the expense of the image and good
quality leads usually have higher long-term value than low quality leads.

Those of the Pint Please UK Facebook page posts that have received highest organic reach and
engagement levels have dealt with topics such as not-so-serious studies on health benefits of drinking
beer. These posts however do not have any impact on the number of application installs.

FIGURE 20. Posts that currently receive high reach and engagement levels deal with health benefits
of beer.

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The Pint Please Application was installed in total 2 236 times between June 1st 2016 and February
25th 2017 in UK. This means an average monthly install of 248,44 in nine-month period. In six-
month period the app was installed by average 338,16 times a month. There was a significant peak in
the number of app installs in November 2016 and the higher app install trend continued until late
December 2016. This was due to a better app visibility in Google Play Store as the application
appeared on the front page under New & Updated Apps –category. The number of app installs for
January and February 2017 was 274 (by February 25th), which means a monthly average of 137
installs. About ten people in the past 90 days have installed the application by clicking a paid
advertisement on Facebook with their mobile device.

The number of active users of the application in UK reveals that although people had installed the
application during the peak in November 2016, only around 200 people used the app on weekly basis
and 520 on monthly basis in February 2017. This means that people are not engaged with the
application after first install. However compared to time before November 2016 the overall number of
users has increased permanently.

FIGURE 21. Monthly, weekly and daily active users of the Pint Please application in UK.

Traffic directed from organic Facebook content to Pint Please application install site is by average
18,5 people in UK between December 28, 2016 and February 28, 2017 (FIGURE 22).

54
FIGURE 22. Referrals from Facebook to Google Play Store and Apple App Store.

Overall the author conciders the current Facebook marketing performance is relying excessively on
sharing generic beer –related links provided by third party medias and the content does not appear to
attract people to install the craft beer application. Paid advertisement does not seem to reach the right
audience due to very broad targeting. The image as craft beer expert the company wishes to achieve
does not show in the current Facebook content and traffic is directed rather to third party media pages
than app install sites. There are more Facebook page followers than app users in UK, which means
most followers do not use the app.

4.2 Goals and Metrics

Based on the current situation the main objectives for Pint Please UK Facebook marketing are to
improve the targeting in order to attract the right audience and adjust the communication to be more
consistent with the brand, product purpose and initial target audience’s interests.
This should eventually reflect in the quality of application installs increasing the amount of active
users of the application by time. Better targeting will also reflect as a more homogeneus consumer
base and makes it easier to communicate the right content that engages followers better. As a result
the cost of customer acquisition will decrease by more efficient marketing leaving more resources for
further marketing activities, users will be easier to satisfy and potential for word-of-mouth
recommendations increases. These goals support company’s business objectives for gaining more
users for their application in UK, as an application install alone is not

55
enough to affect the number of users on a long run but requires that after installing the user will also
launch the application on a regular basis.

The author has set specific, measurable, actionable, relevant and time-related goals to guide Pint
Please’s Facebook marketing strategy development for the UK market for the next three month period
of May, June and July 2017. Results should be monitored on weekly and monthly basis despite of
their quarterly nature for constant feedback. These goals are meant for the content Pint Please UK will
publish on their own Facebook page and for Pint Please UK’s own paid and promoted content on
Facebook. The goals are as follows:

Number of application installs:

 The number of new application installs has increased by 10% from January to February 2017
(in January 2017 133 new app installs and in February 146 new app installs). The goal is to
have an average of 15% monthly increase in new app installs in the next three- month period.
 The number of active weekly users of the application has decreased by 17,6% in January 2017
and 17,2% in February 2017. The goal is to increase the amount of active weekly users by
average 15% each month in the next three-month period.
 Key metrics in Facebook Analytics for Apps: App Installs (UK segment), Active Weekly
Users (UK segment), three-month period averages

Traffic to Google Play Store and Apple App Store

 Currently the average monthly referrals from paid and organic Facebook content to Pint Please
App install site (Apple App Store or Google Play Store) is 18,5 people in UK (December 28,
2016 – February 28, 2017). The goal is to increase the traffic from Facebook to Pint Please
App install site into 22 average monthly UK visitors in the next 3 months by improving
Facebook page content and better targeting of paid advertisements on Facebook.
 Key metrics in Facebook Analytics for Apps: Referrals from Facebook to Your App, three-
month period average

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Cost of Customer Aquisition
 Currently Facebook Ads Manager shows that the average cost per app install (CPI) in UK
market is 12,10 € in the last six month period (September 2016 - February 2017) and 9,47 €
when considering the average of whole lifetime Pint Please has been advertising through Ads
Manager. The goal for the next three month period is to decrease the CPI to an average of 2 €
per app install by using more specific targeting options in Facebook advertising.
 Key metrics in Facebook Ads Manager: Cost per Mobile App Install (CPI) in UK, three-
month period

Content Engagement
 The average engagement rate (ER) for last three month period (December 2016 – February
2017) is 1,4%. The engagement rate fluctuates between ER 5% of high reach posts to less than
1% of posts that do not have significant reach. A couple of posts about craft beer topic have
received ER 4% regardless of their reach. The goal is to have an average engagement rate of
1,6% for all published posts in the next three-month period and to increase the number of craft
beer related posts instead of posting generic beer related posts.
 Key metrics in Facebook Insights: Engagement Rate, three-month average

Followers on Page
 Pint Please UK Facebook page has now 3 512 followers. The goal is to increase the number of
followers by 5% in the next three-month period so that by the end of third month the number
of followers is 3 688. This means an average 58,53 new followers in each month. More
important than the total number of followers is to increase the amount of those followers who
are considered to belong to company’s target segments.
 Key metrics in Facebook Insights: Page Likes, three-month period average

57
4.3 Strategy & Tactics

5.3.1 Strategy for Owned Facebook Content

Pint Please should make sure to differentiate itself from their main competitor Untappd and to avoid
communicating similar topics on their Facebook communication. This differentiation should also be
extended deeper in the company and should be considered particularily in product development.
Although Pint Please has a technologically better quality app, the fact that an application works the
way it is supposed to is only a minimum requirement from the point of view of a consumer and
therefore this cannot be considered as an advantage over competitor but rather a fault of the
competitor that sooner or later will have to be fixed. Therefore it is essential in the future for Pint
Please to develop their product based on their users’ feedback and wishes rather than comparing with
competing products. As at this point the Pint Please app has not many functional features that differ
from those of the competitor’s, Pint Please should focus on differating itself in terms of image. They
should make sure to promote their application as a craft beer app that is useful for the consumer
because it offers not only localized information on brews and social sharing functions but also
intangible benefits such as learning more on their hobby and discovering new experiences with craft
beer tastes. Untappd instead seems to offer digital badges as a reward for drinking beer, which makes
the app seem more like a fun drinking game. Also their Facebook page communication is mainly built
around new badges available. Pint Please should avoid this type of communication in their Facebook
marketing.

Pint Please should attract and engage craft beer drinkers by publishing craft beer –related content on
their Facebook page. The craft beer related content should be lightly educating and offer added value
for those interested in craft beer and willing to learn more, such as introducing different brewing
techniques, introducing unusual craft beers, sharing interesting stories behind local craft beer brands,
sharing craft beer –related news, publishing tips on craft beer use in cuisine, publishing user ratings on
craft beers from the app, introducing craft beer of the month and posting craft beer –related questions
and quizes that challenge the consumer and encourages them to participate in the conversation. The
author also prefers to leave some room for the company to bring own content ideas and test new
content themes on regular basis. The content should be always about craft beer rather than regular
beer and to promote the variety of tastes and diversity available on craft beers. Proposed Facebook
strategy supports the Pint

58
Please brand image as a useful, social and approachable craft beer expert and offers a ”sneak peak” to
the application benefits and provides added value for curious and adventurous craft beer lovers. The
company should aim at sending a message with their Facebook page content that encourages for
discovering the world of craft beer and new craft beer tastes.

5.3.2 Tactics for Owned Facebook Content

Pint Please should publish content on Facebook on consistent basis, 1 or 2 quality posts each week.
Posts should be published towards the end of the week, for example on Thursdays or Fridays, either in
the morning between 9 am and 11 am (7 am - 9 am London time) when people are commuting to
work or between 7 pm and 9 pm (5 pm – 7 pm London time) when people have left the work and are
considering to stop by for an afterwork pint. Testing and monitoring metrics will eventually reveal the
best time to post content for Pint Please’s audience. Content should be always optimized for
mobilephone screens too.

Pint Please should select a mix of themes they are going to communicate on a regular basis and bring
additional topics they will communicate occasionally to keep their Facebook feed interesting. The
final mix and frequency of each themes posted will depend on achieved engagement rates of each
topic and company’s resources available for content sourcing. When a post achieves a good
engagement rate, it should be promoted further with paid advertising tools to gain broader reach.
Content that does not engage audiences should not be promoted. It should be noticed that for organic
Facebook content monitoring engagement rate is more important than achieving a high reach number
since the primary goal for Facebook page content is to engage audiences.

59
TABLE 4. Content calendar example for Pint Please

MO TUE WED THU FRI SAT SUN

N
9-11am(GMT+2) 7-9 pm
How its made: interesting (GMT+2)
brewing technique or Craft beer of
ingredient used in craft the month
beer from the app
9-11am(GMT+2) Craft 7-9pm(GMT+2)
beer – Unusual craft beers
related news
9-11am(GMT+2) 7-9pm (GMT+2)
Changing topic e.g. people Craft beer user
and breweries behind craft ratings from the
beer brands, company’s app
own content idea
OR
Craft beer –related news
9-11am (GMT+2) 7-9pm (GMT+2)
Craft beer & cuisine Craft beer –quiz or
question, e.g. What
is
your favourite brew?

The author also suggests to use more ”Stop drinking bad beer!” -slogan that is written on Pint Please
UK Facebook page description instead of using ”We love beer” in order to emphasize the alternative
of quality brews available and ecourage to take action and seek them, instead of settling to drink
conventional beer. ”Stop drinking bad beer!” also suggests the receiver to solve a consumption
problem with Pint Please app. The author also advises to keep the Pint Please UK’s Facebook page
cover photo updated and when appropriate to use it to promote new app features, events and special
days, customer reviews about the Pint Please application, campaigns etc.

Pint Please should also encourage their existing consumers to share their beer ratings on their
Facebook walls with the Pint Please app and encourage tagging a friend who could be interested in
trying a beer of the month or a strange beer and to encourage Facebook followers to discuss their own
opinions on their craft beer experiences on Pint Please’s Facebook page.

Content should be posted in different formats; links, pictures, videos and texts, in order to find out the
most appealing for the Pint Please UK audience. Generally content in pictures and videos

60
should be increased on Pint Please UK Facebook page as Facebook will allow more organic visibility
on these formats due to the fact that they are considered more appealing for Facebook’s users. It is
also advisable to create content more in-house instead of only sharing already published content for
more authentic appearance. However considering the limitation of time available in a small company,
the author advises to continue sharing content that is time consuming to create in-house, such as
articles and blog posts and focus on creating content that requires less time such as photos and
illustrations more in-house.

5.3.3 Strategy for Paid Facebook Advertisement

When creating paid advertisement for Facebook, the primary focus should be in directing traffic to the
Pint Please app install page on Google Play Store and Apple App Store. Ad targeting should be
narrowed down by using specific targeting parameters available in Facebook Ads Manager to find
those prospects who are most likely to be interested in the app and this way to minimize costs and
maximize return on investment. Ads should neither be shown to too narrow audiences as in that case
the ad will not reach enough people. Facebook’s Ads Manager tells advertisers when the target
audience is optimally defined (FIGURE 23).

FIGURE 23. Optimal audience size for Facebook Ads is when the pointer is at half way or slightly left
from the half way but still on green. (Mazaheri 2013,cited 15.3.2017)

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An example of Facebook Ads target for Pint Please in UK:
 People who live in London, United Kingdom
 Are 25-34 years old men
 Are interested in one or more of these; Craft Beer, BrewDog (or other famous craft beer pubs
and brands), Beer, Untappd, Recipes, Barbecue, Organic Food, Current Events, Air Travel,
Adventure Travel, Nutrition, documentary movies, rock music, TV comedies, TV talk shows.
 Excluding people who already like Pint Please UK Facebook page

The overall target should be big enough to be able to provide the company valid data for feedback, but
should not be too broad, such as all people in UK, since in that case the company would compete with
all the other companies that are advertsing to consumers in UK. If the ad is shown only to those who
can be assumed to drink craft beer on regular basis in e.g. BrewDog pubs, the message can be more
specificly targeted and formulated based on assumed behaviour, such as to encourage rating a recently
enjoyed craft beer, mark it down, share it with friends and discover new interesting craft beer tastes.
In this case the targeting in Facebook’s Ads Manager can be made using behavioural characteristics,
such as targeting those who have recently checked in to a pub that is known to have a good craft beer
selection (e.g. BrewDog, Cock Tavern etc.). If on the other hand the ad is shown to those who like
more generic categories than those directly linked to craft beer, the message will be more generic and
formulated based on assumed positive attitude towards craft beer, such as to encourage discovering
new tastes with the app that learns consumer’s craft beer taste and knows to make personalized
recommendations. This type of message will help those people who are not necessarily experts on
craft beer to solve a consumption problem by minimizing the risk of mispurchase. Overall the
advertisements should encourage prospects to install the app and discover new craft beer tastes and
craft brew pubs nearby. A call-to-action button should be included in the ad design for easy app
install. Paid advertisements will also increase awareness on Pint Please app. Rather than features, the
content in the advertsiement should introduce the app benefits to the consumer in a relevant and
visually appealing way. The author believes that the current visual style will appeal to target
audiences and proposes to use it in video animation format for increasingly eye-cathcing paid
advertisements. A/B testing is recommended when formulating ads to find out the right combination
of elements.

62
To increase the amount of Pint Please UK Facebook page likes, content that performs well on Pint
Please UK Facebook page in terms of engagement rate, should be promoted for vaster reach and as a
consequence better awareness of the Pint Please UK Facebook page. Third way to use paid
advertisement is to invite Facebook users to like the Pint Please UK Facebook page. This ad should
also promote the craft beer aspect the consumer will find on Pint Please UK Facebook page and
encourage to join the community and learn more on craft beers. These ads should be shown to similar
targets as the application ads excluding the people who already like the Pint Please UK Facebook
page. It is important to invite only those people who are pontential consumers of craft beer and
potentially willing to install the app.

5.3.4 Tactics for Paid Facebook Advertisement

Paid advertisments will be running constantly in every month of the three-month period.
Advertisements are shown to different target groups and results will be monitored for further
improvements. The company should first test their advertisement with a small budget, such as 3- 5€,
view how it has performed in different interest segments and then run it again with increased budget
and better targeting to those who have responded well to the ad. The company may also test the ad by
showing it to similar target in another UK location. Ads will be scheduled to show up on target’s feed
when they are believed to be online and potentially interested on the topic. The author believes
optimal time for showing the ad will be found between Wednesday afternoon and Saturday evening,
likely on Thursday or Friday morning or afternoon during commuting peak hours in London.

Check-list for Ads Tactics

 Create the advertisement: decisions on visuals and message formulation according to intented
target; specific target with highly targeted message or broader target and message. Consider
how to make your ad look and sound appealing to your target audience.
 Publish the ad on your Facebook page
 Promote the ad in Ads Manager: select your target, schedule and a small budget.
 Monitor results in Ads Manager
 Re-run the ad for those who show most interest (e.g. specific age group) with increased budget

63
FIGURE 24. An example of paid ad.

64
 CHAPTER 2: RESEARCH METHODOLOGY

.1 Objectives of study:

1. To study reach and traffic through Facebook Marketing.

2. To analyze the ROI and how is ROI measured in traditional marketing
3. To know Brand Awareness
4. Trying an Engagement – Post Engagement.
5. Problems faced by local brand awareness.
6. Finding solution to survive against benefits of economies of scale
7. To enhance marketing offer claims.
8. To study the lead generation through Facebook Marketing.

2.2 Scope of study:

2.3 Statement of problem:

The statement of problem under study is to analyze the customer buying behaviour of consumer behaviour in
Facebook analysis for target marketing.

2.4 Hypotheses of the study:

The hypothesis of the study can be described here in as under:
H0 - There is no awareness regarding benefits of purchase from retail stores and supermarkets amongst the
consumers in the city of Mumbai.

H1 - There is awareness regarding benefits of purchase from retail stores and supermarkets amongst the
consumers in the city of Mumbai.

2.5 Nature of study/type of research:

The objective of the research was to identify statistically significant differences in selected engagement
indicators on Facebook – likes and shares in relation to the different types of content that brands on this
platform add to. The analysis was performed on a sample of three global companies from the top 25 most
valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA
(Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were
analysed in order to differentiate the liking and sharing of content types

65
2.6 Sample of study:

While developing the sampling design for the study, following points will be considered:

1.Sampling unit:
For the required study sampling unit was based on the city base level as far as geographical aspect was
concerned. Customers will be the population under study.

2.Size of sample:
This refers to the number of items to be selected from the universe to constitute a sample. The population
being large the survey was been carried among 161 respondents (approximate). They will be considered
adequate to represent the characteristics of the entire population. It will fulfill the requirements of efficiency,
representativeness, reliability and flexibility.

3.Sampling procedure:
The sampling procedure to be followed in the study was non probability snowball sampling. Simple random
procedures were used to select the respondents from the available data base. The research work was carried
on the basis of structured questionnaire. The study was restricted to Indian citizens and residents of Mumbai
city.

2.7 Time dimension:

The research was a cross-sectional base due to time limitations which allowed take a snapshot of aspects at a
single point of time. The whole research was completed in a month’s time.

2.8 Data collection method:

1. Primary Data:
For the present study, both the Primary data collection method was applied through the questionnaire
method. A questionnaire schedule was prepared and mailed/handed out to the selected respondents
(customers) through Google Forms. The respondents were requested to answer the questions and return the
questionnaire. Thus, the primary data was collected through a survey method.

2. Secondary Data:
Secondary data was collected through various websites and articles on internet.
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2.9 Techniques used for data presentation:

Quantitative method is used to explain, predict phenomenon with measurable variables.

The analysis of data collected is completed and presented systematically with the use of Microsoft Excel and
MS- Word.
The various tools used for presentation of data are:
1. Bar graphs
2.Pie charts
3.Column graphs

2.10 LIMITATION

At every stage of this thesis, limitations came up and efforts were made to manage the situation in such a
way that it does not affect the results of the
study. One of the limitations encountered is about the materials that evolved
during the search process. Some of them were written in some languages other than English language. Such
materials could possibly be useful for the study if 
the content is understood but due to the language problem, I was unable to
access them and therefore excluded such materials.
Another language problem faced by this study occurred at the data collection
stage. The interview questions were structured in English language. However,
the interviewees of both companies answered the questions in their mother 
tongue Indian. This language barrier necessitates the interpretation of the data
into English language before it can be analysed. Going through this
interpretation may degenerate to incomplete information and misrepresentation of ideas.
In managing these evolved limitations, I predicted the possibilities of coming
across such problems in the beginning of the study and was well prepared in
order to manage them

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68
 CHAPTER 3: A LITERATURE REVIEW

Abstract:

Social media platforms like Facebook have quickly become more popular as well more utilized by
private users and business organizations. Consumer marketing and brand management on the other
hand are connected with much more complexibility in this global, quickly growing technology-world.
Besides that, both topics are connected more and more together. Facebook marketing is one of these
so called “hot topics” and the interests for researchers regarding this field have never been bigger
before. The purpose of this literature review therefore is to get a wider overview about the field of
“Facebook and marketing.” After focusing on each field it will be examined how these topics are
connected together. By taking 61 articles this study provides an overall view about different
perspectives and trends. Thus it covers the role of companies, advertising and brand pages taking
within Facebook and marketing. Although there are already plenty of articles about social media it
was decided to take the most current ones. The latest facts are underlining literature statements and
reinforce the importance of this field. The findings are relevant for the theory of information
dissemination and provide valuable and directly applicable implications for Facebook and marketing.
Keywords: Facebook, marketing, social media, online marketing, brand pages, users.

Method:

The scope of the task was to review the literature on “Facebook and Marketing”. The only restriction the
69
authors got was to mainly use scientific articles from the databases of “Web of Science”, “Scopus” and the
online-library of Halmstad University. In addition, the authors should use at least thirty different references
to make it a reliable review. The majority of the articles was published in the last five years, which shows
the growing importance of this subject. Many of them even have been published after 2014. First of all, the
authors made a concept how to deal with this topic. They built up a plan for the review how to sort out to
recent sources for the topic. In the planning process of the review the authors wanted to make it as traceable
as possible for the readers and future researchers. It was decided for a very systematic review process. As
Petticrew and Roberts (2006) pointed out, this systematic review process is understood as the perception of
trust in the scientific research in any field. The aspiration was to summarize all relevant identified sources in
the best transparent way. In the beginning of the research the authors gathered references for the review
independently from each other. One began with the research on Web of Science and the other one on
Scopus. They searched for the keywords “marketing, Facebook, social media, networking, affiliate
marketing”. After collecting the different documents, the authors shared them with each other, compared and
discussed what they found. After the first research the authors quickly came up the minimum amount of
articles. They had to sort out the relevant articles and retained mainly only those articles from English
language publication. It helped 3 excluding some articles from the first research. The authors created a
general chart with all the headings. Following this, they divided the articles into the most important topics
the literature wrote about by reading the abstracts and making notes. The authors also had a look at the
publication dates because they didn’t want to use too old articles for this current field. They wanted to write
a review with the latest information as possible. So they tried to include all articles containing the expression
“Facebook, marketing, social media, networking, affiliate marketing” offering valuable information. After
that the authors gave the review an overall structure with fixed different topics according to the selected
literature. After the methods, there will be an overview the results in section three. The results are shown and
explained with the help of statistics or graphs. In chapter four topics of chapter three will be discussed and
deliberated (like Facebook and sustainability, -brands, -customer relationship, -advertising, -marketing, -
engagement). These literature review will finish with implications and future research in chapter five and
six. This process was based on individual and independent analysis of the articles. It was interesting to see
that the researched articles are dealing with different topics and perspectives about the Facebook and
marketing context. Based on the results, the authors summarized and extracted information on the subject to
analyze them in terms of this literature review.

70
71
CHAPTER 04 DATA ANALYSIS , PRESENTATION AND INTERPRETATION

72
CHAPTER 5 CONCLUSION:

1. To increase its visibility, Titan Company can sponsor events similar to fashion shows in which all
latest

designs launched are displayed. This would have multiplier effect as the latest designs launched by the

company get noticed by different segments of the customers in varied ways.

2. Tie up with FM radio channels for reminder advertisements and informing customers about various
sales

promotion offers from time-to-time.

3. Invest more in R&D as customer expectations are changing rapidly. Though Titan has got more
product

collections, it should focus on introducing more varieties in already existing product collections. In
other

words, having a limited but more depth in product collections would be more advantageous.

4. Introduce exclusive collection for working women which is more contemporary and complements
both

traditional and western wear.

5. Majority of the population in India live in rural areas. So, showrooms should be set up at places
nearer to

them. Introduce cheaper and rough use watches for this segment.

6. After sales service has to be improved. That is, the process of servicing and repairing of watches
should

be made faster. This can be done by ensuring the spare parts availability and training all sales personnel
in

Titan showrooms to undertake these tasks.

7. Tie up with international watch brands and make them available locally.

8. Make use of internet to spread awareness among consumers about the brand

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Questionnaire

1. How long have you been using Facebook?

a) less than a year 

b) one year and more

2.How often do you use Facebook?

a) daily 

b) weekly 

c) monthly 

d) sometime

 3.How many companies’ sites did you subscribe on Facebook?

a) 1-5

b) 5-10

c) 10-15

d) above15 

d) none

4.How many friends do you have on Facebook?

a) below 100 

b) 100-500 

c) 500- 1000 

d) 1000-above

5.From which places do you use Facebook normally?

a) College 

b) Home 

c) Work

d) Mobile 

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e) Cyber

 6.How do you see advertisement on Facebook?

a) annoying 

b) unnoticeable 

c) useful 

d) no opinion

7. Do you believe in the reliability of goods and services offered through Facebook?

a) always 

b) mostly

c) sometime 

d) never 

8.Inwhichmediadoyounormallyread/listen advertisements?

a) social media

b) websites

c) print media

d) television/radio9.

9.Have you seen the Indiaese company Fresherworld.com marketing

their goods and services on Facebook?

a) yes

b) no

11. Have you ever bought/used any goods/services offered by

Fresherworld.com?

a) yes

b) no

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