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The purpose of the research is to determine how ByLykke, can establish awareness for its brand as a whole and with a focus on distributing the products by using innovative measures as opposed to the traditional channels customarily chosen. We choose particularly these online marketing platforms, because they benefit cost efficiency, each of these channels have its own purpose, they also are completely different from each other and therefore are the interest of the ByLykke to develop business and product wise. ByLykke provides products with a unique ingredient and is based on natural substances. By selectively choosing online platforms for consideration,this research provides an innovative way how to gain brand awareness and subsequently broaden the consumer base.
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Agenda
• Company background • The proposed problem formulation • Theories • Findings • Recommendations • Conclusion • Current improvement
Background
1. What is it? • Cosmetic company
2. What does it do? • Cream and Lotion for all type of skin
3. When it has been created? • In 2007
4. By whom? • Pia Lykke Bertelsen
Problem
How can Social Media (Facebook, LinkedIn, Company’s Blog) can increase ByLykke´s
brand awareness?
Selected Theories
Trust
Feedbacks
Improvement Exchange
Sa9sfac9on
Media is message
Enhance
Reverse
Obsolence
Retrieve
Social Exchange Theory à
ß McLuhan Media Theory
Selected Theories
Companies Engagement in Online
Communities
Cost Bene)its
Increase Sales
E-‐WOM
Service/Product
Improvement
Get Feedback from
Consumers
Increase Brand Equity
Increase Brand
Awareness
The Engagement Model à
SIVA
Solu9on
Informa9on
Value
Accessibility
ß SIVA Model
Findings
Company’s Blog
Recommendations
ß Before
After à
Modification���Cover + Description
Modification���Entertaining Posts
1. Why? • To make people participate by
commenting 2. How?
• By asking questions that concern the consumer
3. When? • During off-peak days
4. Result? • People feel “followed” and
targeted
Modification���Thanking Posts
1. Why? • To thank people for their
engagement 2. How?
• By posting thankful posts with a special picture
3. When? • Reaching a significant
number of fans 4. Result?
• People feel proud and can like or comment the post as «you’re welcome»
Modification���Sharing Posts
1. Why? • To increase awareness
2. How? • By sharing a review or an info
that has been updated about the brand
3. When? • At the release of new
information 4. Result?
• People are informed of the latest news
Conclusion
• With the help of those modifications, ByLykke will be able to: 1. Increase the awareness around the brand 2. Maintain and extend the communication
between the company and the consumers 3. Have a clear and pleasant Facebook page
Actual Improvements
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