Ensuring a viral growth of the Facebook fan base for PillowU

An applied study

Studienarbeit , 2012 , 24 Seiten

Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media

Foranije SE is a start-up of ten student of Fontys International Business School Venlo. From December 2012 the company will produce and sell pillow cases divided in the three product lines "Morning After", "Spotlight", and "On My Mind" under the head of the brand PillowU. While the target group mainly contains young people in the age of 14 to 29 living in Germany, an online shop enables customers from other regions to also buy the products.

As the main aim of the company is to gain hold in the market within the limited time in business (until summer 2013), a rapidly growing consumer base is needed. Customers are believed to not buy several products, following that the off-line target group is too small to contain the necessary number of potential buyers. Therefore, the company concentrates on online customers. A viral effect is hoped to occur by the use of social media as suitable to the target group’s preferences. Since the financial success of the entire enterprise relies strongly on this viral growth of fans, it is of utmost importance to find out how Foranije can ensure this viral effect to occur.

Facebook is the most important tool for the company. Not only is the experience of the relevant members of Foranije large enough, also it is the most appealing way of communication for the target group as it is free, easy to integrate in the user’s everyday life, and offers a wide range of possible content. This content may be divided into two categories: written- and visual posts.

Having defined visual posts as the area of research, mainly because of the large amount of potential content, such as videos, images, photos, or polls, the detailed research question is concerned with the details of Foranije’s visual content. The final outcome of this report gives the best way the online section of the marketing department can draw up their content strategy in terms of visual posts.

While the three main types of visual content on Facebook, photos and images, videos, and polls, all offer the chance of viral growth, only one type can be described in detail due to limitations of this report. Out of these three possible solutions, photos and images are chosen as the best solution. They not only offer the largest range of potential posts, they are also time- and money-effective and are believed to be meaningful to the members of the online target group.

Inhaltsverzeichnis (Table of Contents)

• Chapter 1: Introduction
• Chapter 2: Company description and specific company problem definition
  • 2.1 Company description.
  • 2.2 General company definition
  • 2.3 Selection and definition of specific company problem
• Chapter 3: Selection of main research problem definition
  • 3.1 Selection and definition of general field of research...
  • 3.2 Selection and definition of detailed research question........
• Chapter 4: Designing potential solutions...
  • 4.1 Determination and description of possible solutions.
  • 4.2 Relevant criteria.
• Chapter 5: Conclusion and recommendations
  • 5.1 Conclusion...........
  • 5.2 Recommendations
• Chapter 6: Critical appraisal..

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This applied study examines the best way to develop a visual content strategy for Foranije SE, a student start-up company that markets pillowcases under the brand name PillowU. The primary objective is to analyze how to leverage visual content on Facebook to achieve viral growth for the company's fan base, thereby ensuring its success in the market. The study focuses on the following key themes:

• The impact of social media on traditional marketing practices
• The importance of a customer-centric approach to social media engagement
• The use of Facebook as a tool for viral growth and brand awareness
• The role of visual content in social media marketing
• The application of research methods and theories to real-world business challenges

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 introduces the concept of social media and its impact on business communication. It highlights the shift from traditional media to digital platforms and the evolving relationship between companies and their customers. The chapter introduces Foranije SE and its mission to leverage social media, specifically Facebook, as a primary tool for online marketing. Chapter 2 provides a detailed description of Foranije SE, outlining its structure, target audience, product lines, and the challenges it faces in achieving rapid market growth. This chapter defines the specific problem that Foranije SE is facing, focusing on the need to generate a viral growth of its Facebook fan base.

Schlüsselwörter (Keywords)

This study explores the critical aspects of social media marketing, specifically focusing on visual content and viral growth on Facebook. Key terms include social media, visual content, Facebook, viral growth, engagement rate, target audience, and brand awareness. The study also utilizes relevant theories and research methods to provide a comprehensive analysis of the subject matter.

• Autor: Matti Schurr (Autor:in)
• Erscheinungsjahr: 2012
• Seiten: 24
• Katalognummer: V206336
• ISBN (eBook): 9783668716438
• ISBN (Buch): 9783668716445
• Sprache: Englisch
• Schlagworte: ensuring, facebook, pillowu