MTN加纳有限公司社交媒体营销策略

发布时间：2024-04-11 05:36

　　作为加纳领先的移动通信服务提供商,MTN加纳有限公司将为客户提供一个全新的数字世界,使他们的生活更加美好。在众多的促成条件中,只有通过强大的社交媒体营销策略才能达到这样优异的成绩。本研究旨在调研MTN加纳有限公司在社交媒体营销方面所做的过人之处,而使他们能够在这个数字时代取得显著成就。当遭遇竞争时,我们的发现将帮助那些在社交媒体营销领域苦苦挣扎的公司提升竞争力。我们与MTN加纳有限公司社交媒体营销部的一名实习生合作,了解该部门在开展社交媒体营销活动时采用的策略。然后,我们从该部门2019年社交媒体营销结果中获取数据,并对结果进行模拟和分析。我们的调查发现MTN加纳有限公司主要依靠商业分析团队以及商业智能工具,如谷歌分析(Google analytics)和微软Power BI(Microsoft Power BI)来做出明智的决策,从而推动其有机和付费的社交媒体营销努力。我们还发现,评估和调整社交媒体营销结果的最佳周期是每月一次。通过本研究,我们得出结论:运用商业分析团队和工具,对社交媒体营销的开展做出明智的决策,并及时评估和调整战略,将显著提高公司社交媒体营销的销售业绩。

【文章页数】：103 页

【学位级别】：硕士

【文章目录】：
ABSTRACT
摘要
ACKNOWLEDGEMENTS
CHAPTER ONE:INTRODUCTION
    1.1 BACKGROUND TO THE RESEARCH
    1.2 PROBLEM STATEMENT
    1.3 SIGNIFICANCE AND OBJECTIVES
    1.4 RESEARCH STRUCTURE
CHAPTER TWO:LITERATURE REVIEW
    2.1 SOCIAL MEDIA
        2.1.1 Social Media Definition
        2.1.2 Types of Social Media
    2.2.SOCIAL MEDIA MARKETING
        2.2.1 The Concept of Social Media Marketing
        2.2.2.The Difference between Social Media Marketing and Traditional Marketing
        2.2.3.The Benefits of Social Media Marketing for Corporate Marketing
    2.3.THE INTRODUCTION OF SEVERAL SOCIAL MEDIA MARKETING CHANNELS
        2.3.1 Facebook
        2.3.2 Instagram
        2.3.3 Twitter
        2.3.4 You Tube
        2.3.5 Linked In
    2.4.SOCIAL MEDIA MARKETING ACTIVITIES
        2.4.1.Entertainment
        2.4.2.Interaction
        2.4.3.Trendiness
        2.4.4.Customization
        2.4.5.E word-of-mouth
    2.5.MEASURING SUCCESS ON SOCIAL MEDIA
CHAPTER THREE:ANALYSIS OF EXTERNAL ENVIRONMENT
    3.1 MACRO-ENVIRONMENT ANALYSIS
        3.1.1 Political Factors
        3.1.2 Economic Factors
        3.1.3 Social Factors
        3.1.4 Technological Factor
    3.2 ANALYSIS OF THE INDUSTRY ENVIRONMENT
        3.2.1 Market Review
        3.2.2 Competitive Review
        3.2.3 Distribution Channels
        3.2.4 Customers
        3.2.5 Supply Chain
CHAPTER FOUR:ANALYSIS OF INTERNAL ENVIRONMENT
    4.1 HISTORY OF MTN GHANA LIMITED
    4.2 CURRENT SITUATION OF MTN GHANA LIMITED
        4.2.1 Marketing of MTN Ghana Limited
        4.2.2 Finance of MTN Ghana Limited
        4.2.3 Human Resource of MTN Ghana Limited
        4.2.4 Organization of MTN Ghana Limited
    4.3 SWOT ANALYSIS OF MTN GHANA LIMITED
        4.3.1 Strength
        4.3.2 Weakness
        4.3.3 Opportunities
        4.3.4 Threats
CHAPTER FIVE:SOCIAL MEDIA MARKETING OBJECTIVES SETTING AND MARKETING STRATEGY FORMULATION
    5.1 SETTING SOCIAL MEDIA MARKETING OBJECTIVES
        5.1.1 Awareness
        5.1.2 Conversion
        5.1.3 Activity
        5.1.4 Engagement
    5.2 ATTENTION
    5.3 INTEREST
    5.4 SEARCH
    5.5 ACTION
    5.6 SHARE
CHAPTER SIX:SOCIAL MEDIA MARKETING IMPLEMENTATION AND CONTROL
    6.1 SOCIAL MEDIA CHANNELS SELECTION
        6.1.1 Organic Social Media Analytics Process
            6.1.1.1 Goal Definition
            6.1.1.2 Data Acquisition
            6.1.1.3 Derivation and Visual Presentation of Insight
        6.1.2 Paid Social Media Analytics Process
            6.1.2.1 Objectives Definition
            6.1.2.2 Data Acquisition
            6.1.2.3 Extraction and Presentation of Useful Insight
    6.2 SOCIAL MEDIA MARKETING FUNDING SECURITY
        6.2.1 Syndication of Bank Loans
        6.2.2 Initial Public Offering
        6.2.3 B2B Sponsorships from Social Media Programs
        6.2.4 Sponsorships from Societal Development Programs
    6.3 TRAINING OF SOCIAL MEDIA MARKETING TALENTS
        6.3.1 Organizing In-House Workshops and Training Sessions
        6.3.2 Mentorship Programs
        6.3.3 Enrolling Social Media Marketing staff on Online Educational Platforms
    6.4 EVALUATION AND ADJUSTMENT OF SOCIAL MEDIA MARKETING
        6.4.1.Preliminaries
            6.4.1.1 Shortening Uniform Resource Locators(URLs)
            6.4.1.2 Tracking of Content for Social Media Marketing
        6.4.2 Measurement of Social Media Marketing
            6.4.2.1 Measuring Impact
            6.4.2.2 Measuring Cost
            6.4.2.3 Measuring Virality
            6.4.2.4 Measuring Return-on-Investment
        6.4.3 Evaluation of Social Media Marketing
            6.4.3.1 Part One:Display Campaign Analysis and Measuring ROI
            6.4.3.2 Part Two:Determining the best performing channel and campaign
            6.4.3.3 Part three:Optimization and enhancement of marketing budget and campaign on the basis of the outcomes
CHAPTER SEVEN:CONCLUSION AND PROSPECT
    7.1 CONCLUSION
    7.2 RESEARCH PROSPECT
REFERENCE



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