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ThenewageofmarketingCreatingsuccessfulcampaignsusingsocialmedia

HeraSólveigÍvarsdóttir

LeiðbeinandiÞóraChristiansen,aðjúnktJúní2017

ThenewageofmarketingCreatingsuccessfulcampaignsusingsocialmedia

HeraSólveigÍvarsdóttir

LokaverkefnitilBS-prófsíviðskiptafræði

Leiðbeinandi:ÞóraChristiansen,aðjúnkt

Viðskiptafræðideild

FélagsvísindasviðHáskólaÍslands

Júní2017

Thenewageofmarketing

Ritgerðþessier12einingalokaverkefnitilBS-prófsvið

Viðskiptafræðideild,FélagsvísindasviðiHáskólaÍslands.

©2017HeraSólveigÍvarsdóttir

Ritgerðinamáekkiafritanemameðleyfihöfundar.

Prentun:Háskólaprent

Reykjavík,2017

Foreword

Thisthesisisa12ECTSunitfinalprojecttowardsaBSdegreeinBusinessAdministration

withanemphasisinMarketingandInternationalbusinessattheUniversityofIceland.

ItwascreatedundertheguidanceofÞóraChristiansen,adjunctlecturer,whomthe

authorwouldliketothankforawonderfulcooperation,bygivingvaluableguidanceand

beingagreathelpthroughoutthisprocess.

Theauthorwouldalsoliketothanktheintervieweesfortakingthetimetogivethe

interviewsthatthecaseswerebuiltonandallowingtheauthortogainaninsightinto

their company’s marketing strategies.Without their participation, this project would

nothavebecomeareality.Theauthorgivesthankstoherfatherforproofreadingthis

thesisandtobothherparentsforconstantlyaspiringhertodoherbestthroughoutthe

years.

Abstract

Marketing on social media has increased immensely over the past decade with the

introductionofsocialmediaandtheWeb2.0.Newways increatingcampaignssuited

forsocialmediaareconstantlybeingthoughtofandcompaniesarequicktoadaptusing

new popularmedia. But how are they choosing amedium for the campaigns?What

factors are taking into consideration when creating the content for the desired

medium?

Thisresearcher´sgoalwastoanswerthequestionofhowsuccessfulcampaignsthat

used social media as their main platform decided on the medium suitable for the

campaign and onwhat factors the decisionwas based on. A qualitativemethodwas

usedwhenconstructing this researchanddatacollected through four interviewswith

individualsrelatedtothecompanies’marketingcampaigns.

The research’s results indicate that when marketing on social media, companies

needtodecidewhotheconsumersare,whatcontentisfitforthoseconsumers,what

mediumismostaffectivetoreachthetargetmarketbasedondata,bequicktochange

thecampaign’scontentifneededandlistentofeedbackfromcustomers.Socialmedia

isarelativelynewmediuminrelationstomarketingandthereforethisthesisisthought

to be useful for companies when deciding what social medium is suited for their

campaigns.

TableofContents

1 Introduction.................................................................................................................8

2 Marketing......................................................................................................................92.1 Advertisements...............................................................................................................92.2 TheWeb2.0andWord-of-mouth..........................................................................102.3 Digitalmarketing........................................................................................................112.3.1 Internetmarketing............................................................................................................122.3.2 Viralmarketing...................................................................................................................132.3.3 Influencermarketing.......................................................................................................14

2.4 Segmentation................................................................................................................14

3 Media...........................................................................................................................163.1 Theintroductionofsocialmedia...........................................................................173.2 Socialmedia..................................................................................................................183.2.1 Socialmediamarketing..................................................................................................193.2.2 Thesocialmediamix........................................................................................................20

4 Researchmethod.....................................................................................................294.1 Datacollection.............................................................................................................294.2 Dataanalysis.................................................................................................................294.3 Thestudy’simplementation....................................................................................304.3.1 Theinterviewframework..............................................................................................304.3.2 Choosingtheinterviewees............................................................................................31

5 Results.........................................................................................................................325.1 Cases................................................................................................................................325.1.1 Íslandsbanki:Fakingadeath........................................................................................325.1.2 WOWair:CanyouflirtyourwaytoIceland?........................................................355.1.3 Tjarnargatan:Drivingundertheinfluenceofsmartphones...........................375.1.4 Domino’s:Qualityoverquantity.................................................................................39

5.2 Analysis..........................................................................................................................425.2.1 Theadvantages...................................................................................................................425.2.2 Thedisadvantages.............................................................................................................425.2.3 Thethreatsandopportunities.....................................................................................435.2.4 Thefourstepsofmarketingonsocialmedia........................................................445.2.5 Howsocialmediacampaignsdifferfromcampaignsonothermedia........45

6 Discussion..................................................................................................................476.1 Limitations....................................................................................................................496.2 Furtherresearch.........................................................................................................50

References.........................................................................................................................51

7 Appendix.....................................................................................................................557.1 Appendix1....................................................................................................................557.2 Appendix2....................................................................................................................56

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Tableoffigures

Figure1:Theintersectionofmassmediaandpersonalmedia,creatingsocialmedia....17

Figure 2: The ratio of Icelanders, 18 years old and older, who use social media (89

prósentÍslendinganotaFacebook,2015)................................................................18

Figure3:DistributionofFacebookusersintheUSA(Statista,2016a).............................22

Figure4:DistributionofSnapchatusersintheUSA(Statista,2016b).............................24

Figure5:DistributionofTwitterusersintheUSA(Statista,2016c).................................26

Figure6:DistributionofTinderusersintheUSA(Statista,2015)....................................28

Figure7:ThefourC'sformarketingonsocialmedia.......................................................44

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1 Introduction

Itissafetosaythatwiththeintroductionofsocialmedia,marketinghaschanged.Social

media is a fast growing and evolving environment with its users increasing daily.

Companies and brands have used this rapid growing environment as a tool in their

marketing strategies, creating a newworld with variousmarketing opportunities. An

increased supply of these new media for marketing strategies results in companies

havingtodecidewhichsocialmediumisbestsuitedfortheircampaigns.

Theuseof socialmedia inmarketing is relativelynewbut is increasing immensely.

The goal for this thesis is to look at how social media differ from campaigns in

traditionalmassmediaandwhatsocialmediumsuitsbest forcampaignswhentaking

thecampaign’sgoalsintoconsideration.Inrelationstothattheresearchquestionwas

created:

WhatcanbelearnedfromsuccessfulsocialmediacampaignsinIceland?

In this thesis, the author interviewed marketing representatives and owners of

companiesthathaveconductedsuccessfulcampaignsusingsocialmediaastheirmain

medium. The goalwas to find outwhat factors affect the choice of a socialmedium

used for a campaign. Companies are competing in finding newways tomarket their

productsonsocialmedia.Noteveryoneishoweveronsocialmediaandthereforeinthis

essayweshalllookathowmarketingdiffersonmediawhenmarketsegmentsaretaken

intoconsiderations.Thisthesisisthoughttobepracticalforcompanieswhendeciding

whatsocialmediumtouseforcampaignsinrelationstogoalsandtargetgroups.This thesis will start by explaining whatmarketing is and its main forms, with a

focusonadvertisements.Media is then introducedandanattentionbroughttosocial

mediawithanexaminationonfourpopularsocialmedia.Afterthatcomesachapteron

methodologythatdiscusseshowthedatawascollectedandanalyzed.Fourcaseswillbe

demonstrated that were created from interviews, with companies’ marketing

representativesandowners,whousethosefoursocialmediaformarketing.Lastlythe

resultswillbeexaminedanddiscussed.

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2 Marketing

Whatismarketing?Themarketingconceptisinterpretedtodayas“theachievementsof

corporate goals through meeting and exceeding customer needs better than the

competition” (Fahy and Jobber, 2012, p. 5). The American marketing association

approved this definition of marketing in 2013: “Marketing is the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large.”

(AmericanMarketingAssociation,2017).

It is important for an organization to decide how it is going to communicate its

marketingmessagetothemarketplace.Therearevarioustechniquesformarketersto

do so and they are called the promotionalmix. The promotionalmix is comprised of

seventechniques,whichareadvertising,salespromotion,publicity,sponsorship,direct

marketing,digitalmarketingandpersonalselling.Organizationsneedtoconsidereach

technique’sstrengthsandlimitationsandmusthavefiveconsiderations inmindwhen

making their decision. These five considerations will have a major impact when

choosingtherightpromotionalmix.Thefirstoneisresourceavailabilityandthecostof

promotionaltools,thesecondonebeingmarketsizeandconcentration,thethirdone

referring to the customer information needs, the fourth one is the product

characteristicsandthefifthonepushversuspullstrategy(FahyandJobber,2012).

2.1 AdvertisementsAsmentionedaboveadvertisingisoneofthetechniquesinthepromotionalmix.Itskey

benefitsarethatadvertisementsareconvenientforbuildingawarenessfortheyhavea

wide reach and can reach audiences quickly, a brand positioning concept can be

effectively communicated through advertising repetition and they can be used to aid

saleseffort.Thedisadvantagesarehoweverthattheyare impersonalandtheyhavea

limitedcapabilitytoclosesales(FahyandJobber,2012).

One view of advertisements is that they considered to be powerful enough to

encouragecustomerstobuyaproductorservicebymovingthemthroughfourstages.

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Thestagesareawareness,interest,desireandaction,knownasAIDA.Thisisalsocalled

thestrongtheoryofadvertising(Rawal,2013).

To move a customer through all four stages it is important to choose the right

advertisement’s message. The advertising message translates an organization’s basic

value proposition into an advertising platform. The advertising message means the

words, symbols and illustrations that are meaningful to the target audience. When

sending out a message, the brand personality is generally the message the

advertisement seeks to convey (Laskey, Fox and Crask, 1995). When choosing the

message, especially for socialmedia, itmaybemoreefficient to create twodifferent

commercialswiththesamemessagebutsetupdifferently.ABtestingisamethodthat

compares two versions of contents together to determinewhich one performsmore

effectively.Inrelationstosocialmediamarketing,thisisusedwhentryingtoseewhat

contentreceivethehigherengagement(Optipedia,2017).

The main goal of advertisements is to have an impact on companies and their

customers to introduce and/or sell products. Their goal can also be to improve the

environment and draw attention to the community’s regulations and values.

Advertisements differ on whether their focus is on public safety or to mainly sell

products,buttheyallhaveincommontobringattentiontowhatisbeingadvertised.If

the potential customer becomes aware of the product being advertised, receives the

information that is shared and responds in accordance to the advertisement’s goals,

thenitissaidthatitserveditspurpose(BusinessDictionary,2017a).

2.2 TheWeb2.0andWord-of-mouthTheWeb2.0referstoanarticleTimO’ReillywrotewherehestatedWeb2.0refersto

developments in online technology that enable interactive capabilities in an

environmentcharacterizedbyusercontrol,freedomanddialogue(O’ReillyandBattelle,

2009).Theformerversion,theWeb1.0,wasasimpleone-waycommunicationbutthe

currentversion,theWeb2.0,allowsuserstointeractwiththesender,creatingatwo-

waycommunication.IntheWeb2.0environmentuserstrustotherusersasasourceof

knowledge. Even though many active contributors do not get paid salaries for their

contributions,theyreceiverecognitionandrespectfromotherusersandcreateword-

of-mouth.Word-of-mouth communication is information that is transmitted between

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individuals.Ittendstobemorereliablethanmessagesfromformalmarketingchannels,

becausewe receive the information frompeopleweknowand trust.WOM is said to

influencetwothirdsofallsalesofconsumergoods.Withthe introductionoftheWeb

2.0andsocialmedia,wordofmouthtravelsquickandreviewsfromcustomersonline

are visible to all online users. Nowadays companies, restaurants and all types of

businessesstrivetoreceivegoodrecommendationsonmediasuchasTripAdvisorand

areable to receiveacertificatestating theirgoodrecommendations.Companies then

makethecertificatesvisibletothecustomers,whetheritisonlineorwithinthewallsof

thecompany,giving thecustomeracertainassuranceofquality (TutenandSolomon,

2015).

2.3 DigitalmarketingNew developments in the digitalmarket and in technology over the past years have

beenremarkable.Notonlyisthenumberofusersofsocialmediasitesrapidlygrowing

but also the sites themselves. Users now have, with the fast-growing technological

developments, high-speed access to multiple devices with an Internet connection,

meaningthattheycanbeonlinealmostwhereverandwhenevertheywant.Usersare

alsonowspendingalargeamountoftimeonline.Forthesereasonsmarketingonthis

mediaisquicklydeveloping(Barnes,2002).

Digital media has a couple of features that make it unique and have helped to

revolutionizemarketing communications andmade it into a powerfulmarketing tool.

The first feature is identification. Most websites or social media sites require

registration before becoming a user.When registering, the individual often creates a

profile by giving his or hers e-mail address, name and other information. This allows

digital media to identify their users. The next feature is being instantaneous. Today

mostportabledevicesareWi-Ficonnected,meaningthatwherevertheindividualgoes

while carrying forexamplea smartphoneora tablet, theycancommunicate instantly

and content can be updated or changed when necessary. The third feature is

interactivity.Whenevertheusersareconnectedtothe Internettheycanbeactiveon

theirprofileengaginginone-on-onecommunicationormany-to-manyconversationsas

for example on Twitter. The fourth feature is control. Digitalmedia gives the user a

largeamountofcontrolwheretheycandecidewhatinformationtheychoosetoshare,

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onwhatmedium, if theuserwants to receive informationandcontroloverhowthey

express their opinions. The fifth and last feature is co-creation.With the interactive

environment that digital media has created, consumers now become a part of the

creationofmarketing strategies.Marketers and consumers combine their efforts and

co-createdigitalmarketing(FahyandJobber,2012).

Digital marketing can take various forms and they are internet marketing, search

advertising, e-mail marketing, social media marketing, viral marketing, mobile

marketing and interactive television marketing (Fahy and Jobber, 2012). Internet

marketing, socialmediamarketing and viralmarketing shall be examined in the next

chaptersastheyarethedigitalmarketingformsthatarerelevantinthisthesis.

2.3.1 Internetmarketing

Asmentionedabove, Internetmarketing isa formofdigitalmarketing. Ithasbecome

popular for users to use Internet sites to purchase products or services with the

development of digitalmedia, such as on thewebsiteAmazon.com. The Internet has

alsobecomeapowerfulmarketingcommunicational toolandcompaniesaretryingto

increasecustomerengagementthroughtheirwebsites.Onlinemarketinghasavariety

of forms such as display advertisements, rich media advertisements, e-mail

advertisements, search advertisements and online video advertisements. Display

advertisements refers to banner ads, richmedia to pop-upwebpage advertisements

andonlinevideoadvertisements to forexampleadvertisementsonYouTube. Internet

advertisingisworth$23billiondollarsintheUnitedStatesandintheUnitedKingdomit

comprisesover20%oftheadvertisementmarket(FahyandJobber,2012).

When comparing online advertising to othermedia, it has the advantage of being

relatively low cost, flexible as it can be a combination of video, text, audio and

animation and it can segment the market and target groups more effectively.

Measurementsofinternetmarketingcanbemadethroughclickrates,asinhowmany

peopleclickon theadvertisement,andconversionrates,as in thenumber registering

on awebsite. However, Internet advertisements such as banner ads seem not to be

workingasaffectivelyasbeforewiththeirestimatedclick-rateaslowas0.002percent.

Internetmarketingrequiresmarketerstobeinnovativeandtoconstantlyfindnewways

tograbpeople’sattentiononline(Chaffey,Ellis-Chadwick,MayerandJohnston,2009).

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2.3.2 Viralmarketing

Viralmarketingisconsideredtheword-of-mouthpromotiononsocialmedia.Itisbased

on shares and call-to-action on social media where users are the ones who bring

awareness to thepostsor campaigns.Companies strive for their campaign to receive

viralmarketing by creating content that speaks to users and build amessage that is

engagingandpromoteaspectsofthecompanythatuserswanttosendonwards.This

callsforcreativitywhenmakingcampaignsandcommercialsandagreatunderstanding

ofthetargetgroup.Viralmarketingcanbelow-costtoproduceandishighlyeffective

becauseitissharedbetweenusersthatarefollowingeachotherandthereforeareless

likelytorejectcontentcomingfromtheminsteadofstraightfromacompany.Therefor

itpossessesthequalityofword-to-mouthpromotion(Leskovec,AdamicandHuberman,

2007).

2.3.2.1 Buzzmarketing

Buzz marketing is the most recent form of direct marketing. It is a viral marketing

techniquethatfocusesonword-of-mouthpromotionforacampaignoradvertisements,

whetheritisthroughverbaloronlinecommunication.Thefirststepinbuzzmarketingis

findingtheleaderswithinthetargetgroup,theoneswhoarelikelytostartatrendthat

otherswillfollowandtheonesthatarelikelytoadaptearlyon.Awarenessofthebrand

then passes on from the leaders to the followers, and therefore increases the brand

awareness. In many cases the leaders are celebrities or well-known individuals who

eitherdirectlyorindirectlypromotethebrand,eitherbyrecommendingitorsimplyby

wearingorusingtheproductorservice(KirbyandMarsden,2006).

Whenthetargetmarkethasbeenidentified,thenextstepischoosingthemessage

and themedium,whichbothmayvary.As for themessage, itmaybea video clip, a

photograph,ablogorane-mailandthemediaarefrequentlyonline,butmightalsobe

offlinesuchaspostersandflyers.Whenbuzzmarketingstartsonline,thereisnowayof

knowinghowfaritwillgoandhowmanypeopleitwillreach.Thelaststepisevaluating

theeffectivenessofthebuzzmarketing.Itisdifficultbecausemarketersmightbeable

to see howmany people for example viewed a video, but there is noway for them

knowingwhoviewedit(FahyandJobber,2012).

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2.3.3 Influencermarketing

When influencer marketing is used then the focus is placed on the most influential

consumers inatargetmarketwiththepurposeofturningthemintobrandadvocates.

Therefore,aninfluencerisinspiredorhiredtobeanadvocateforabrandinsteadofthe

company marketing directly to a group of consumers. This type of marketing has

become increasingly popularwith the growing popularity of socialmedia. Influencers

tend to use their personal social media sites to promote the brand and therefore

speakingdirectlytotheirfollowers.Theinfluenceroftenchoosesabrandthatfitshisor

her image and thereforemost likely also speaks to his or hers customers (Kirby and

Marsden,2006).

Astudymadein2016indicatedthatintheUK,69%ofcompanymarketersand74%

ofagenciesarecurrentlyworkingwithcelebritiesintheircampaigns.Focusingonsocial

mediainfluencers,around28%ofcompanymarketerssaidtheyhadworkedwithonein

thepreviousyear.Whenaskedaboutupcomingcampaigns,43%ofcompanymarketers

said that socialmedia influencerswould be involved in their strategies. The research

also showed that Instagram is themost effective platform for engagements when it

comestoinfluencermarketing(MarketingCharts,2016).

2.4 SegmentationMarket segmentation is vital when companies are trying to fulfill their customer’s

needs. Market segmentation refers to the process of defining and subdividing

consumersorbusinesseswithinamarketintosegmentsbasedonsimilaritiesinneeds,

attitudesorbehaviorthatmarketingcanaddress(Wood’s,2013).Thus,segmentingthe

market allows a company to divide a diverse market into smaller groups that have

common features, which allows them to attend better to the needs of these groups

(Smith,1956).

Whensegmentingconsumermarkets, thegroupsmaybedivided into threemain

groups,behavioral,psychographicandprofile variables.Behavioral variablesmightbe

thoughtofastheultimatebasisforsegmentationwhereasthepurposeofsegmentation

is to identify differences in behavior that have an impact on themarketing decision.

Psychographicsegmentationbasesonthebeliefsthatpurchasingbehavior is linkedto

the consumer’s personality or lifestyle. Profile segmentation is based on grouping

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people with similar values and interest together, for example people that value low

caloriesinfoodandthengroupingthembyage,wheretheyliveandetcetera(Fahyand

Jobber,2012).

Segmentationisvitalforstrategicmarketing.Itallowsthemarketerstounderstand

themarketthatthecompanyistargetingandcreatemarketingstrategiestoefficiently

servethatmarket(FahyandJobber,2012).Withagreaterunderstandingofthetarget

market, companies can for example choose amedium for their marketing strategies

thatsuitstheirtargetcustomergroup.

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3 Media

Anotherstepinrelationstomarketingistochoosethemediawherethepublicationof

the advertisements will be made. The term media is the communication channels

through which news, entertainment, education, data, or promotional messages are

disseminated.Media includes every broadcasting and narrowcastingmedium such as

newspapers,magazines,TV, radio,billboards,directmail, telephone, fax,and internet

(Business Dictionary, 2017b). The variety of media now available for advertising has

increased immensely over the last decade, with the increasing popularity of social

mediaandhundredsoftelevisionchannelsandradiostations.Whenchoosingtheright

mediaforanadvertisementtwokeydecisionsmustbemade,thechoiceofmediaclass

andmediavehicle.Whereasmediaclassreferstochoosingforexampleeithertelevision

or press and themedia vehicle refers to choosing for example a particular television

channel(FahyandJobber,2012).

Social media is defined as the online means of communication, conveyance,

collaboration, and cultivation among interconnected and interdependent networks of

people, communities, and organizations enhanced by technological capabilities and

mobility.Socialnetworkingsites(SNS)aretheonlinehostsonsocialmediathatenable

sitememberstocreateandmaintainprofiles,connectwithothermemberswithsimilar

interests and participate using various services the site offers. SNS allow users to

developa social identitybyaddingpicturesoravatars to theirprofileaswellasbasic

information about themselves and making their profile their own, for example by

indicating their relationship status, mood and friend lists and to create statuses.

Connections are created with people that are either the users´ friends, followers or

fans, and they communicateand share content inwaysasdirectmessage,wall posts

andchatsoninstantmessaging.Directmessagingreferstoe-mailingbyusingthesocial

networkingsites,wallpostsarepoststotheusersprofilethatarevisibletoothersand

instant messaging or chats are two-way communications between users (Tuten and

Solomon,2014).

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3.1 TheintroductionofsocialmediaMedia ranges from mass media to personal media. Mass media refers to one-way

communications that can reach numerous individuals while personalmedia refers to

channels capable of two-way communication on a small scale. Looking at those

definitions in terms of socialmedia, onemight see that it is amixture of these two

ranges,forsocialmediaallowsyoutoeitherhaveasimpletwo-waycommunicationor

communicatewithuptothousandsormillionsofothers(FahyandJobber,2012).

Figure1 is intendedto illustratehowsocialmedia isamixtureofbothmassmedia

andpersonalmedia.

Figure1:Theintersectionofmassmediaandpersonalmedia,creatingsocialmedia.

Developmentinthetechnologicalenvironmenthasbeenquicklygrowing,especially

in cellular andother smartdevices.Constant growth in cellulardevicesparticularly in

theenlargementofscreensoffersgreatopportunitiesforadvertisements.Largescreens

offer many opportunities when it comes to sharing advertisements with consumers.

SincethereleaseoftheIpadin2010,themarketfortabletsquicklygrows(Kastrenakes,

2015).Most portable devices are connected to the Internet and follow their owners

mostof the time.Thisallowsadvertisers tocreatenewandcreativeways toconnect

moreeasilywithcustomersanywhereandatany time.Theuseofapps (applications)

has increased fast in accordancewith this technological development (Statista, n.d.).

Oneofthebenefitsofadvertisingthroughappsisthateverymessagecanbeupdated

fast and the new and improved ones immediately become visible for the customer

(Árnason,2014).

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3.2 SocialmediaSocialmediausehasbeengrowingforthepastdecadewiththeintroductionsofvarious

media. It is not only a platform for entertainment and communication but also a

platformforopportunities.

ThefollowingpictureshowsaresearchperformedbyGallupillustratingtheratioof

Icelanders, 18 years old and older, who use Facebook, Snapchat, Instagram, Twitter,

LinkedInandTinder.

Figure 2: The ratio of Icelanders, 18 years old and older,who use socialmedia (89 prósent Íslendinga nota

Facebook,2015).

Theresearchshowedthatintheyear2015,89%ofallIcelandershaveanaccounton

Facebook, whereas 74% use their account daily or more often and 45% consider

Facebook to be an important medium. Snapchat comes in second, with 46% of all

Icelanders as users, thereof 31% use it daily or more often and 13% of those

interviewees felt that Snapchat was an important medium. The third most popular

socialmediamediuminIcelandisInstagram.Intotal31%ofIcelandersuseInstagram,

thereof14%useitdailyormoreoften.Twitterisinfourthplace,16%ofIcelandersuse

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it,thereof5%dailybutonly3%consideritanimportantmedium.Tindercomesinlast,

with5%ofallIcelandersasusers(89prósentÍslendinganotaFacebook,2015).

Social media has an advantage over other media where the communications

overthemediumarereciprocal.Consumersexpresstheirexperienceoftheproductor

serviceandthencompaniescanusethis informationtoanalyzeconsumerbehavior. It

can be difficult for companies to figure out what products or services will become

popular or not, so negative review can overthrow an expensive campaign. Great

developmentsinsmartdevices,socialmediaandtheInternethasleadagreatamount

of companies tomove their advertisements online. A researchmadeby Capacent on

marketing directors from the year 2013 shows how the Internet has constantly been

growing as an advertising medium. About 75% of marketing directors that were

interviewedsaidthattheywouldusetheInternetmoreinadvertisingcampaignsinthe

year 2013, and mainly focus on social media. Around half of them said that the

expensesthatwillbeusedforonlineadvertisementswouldbecut fromfundsusually

spent on advertisements for print (Gunnarsson, 2013). Developments in the

technological industry over the past few years have had an immense impact on the

advertising industry. Companies and advertisement agencies are focusing more on

onlineadvertisingandadvertisementsareevolvingfrombeingone-sidedinformational

media to creating a mutual relationship between advertisers and consumers. This

increasing focus on digital media must have a negative effect on other media and

according to a research made by Capacent from the year 2014 it is television

advertisementsthatwillbemostaffected(Gunnarsson,2014).

3.2.1 SocialmediamarketingSocialmediaisoneofthefastestgrowingindustriesontheInternetwithmediasuchas

social networking sites, video and image sharingwebsites andblogs andmicro-blogs.

Socialmediamarketing is theuseofsocialmedia forcommunicationswithcustomers

and engaging with them online. Blogs have been popularly used for companies to

engage with stakeholders and they are also great for companies when sharing

informationandcontentswithcustomersandreader.Blogscanalsobeusedtoinform

readersofnewupdates,eventsandthecompany’sefforts(FahyandJobber,2012).

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Social media has become a popular medium in marketing over the past decade.

SocialmediasiteslikeFacebookhavemadeitpossibletonarrowdownthetargetgroup

andsegmentthemarketasnarrowlyasacompanywishesintermsofage,relationship

status, location, interests, education and so on. Twitter and Instagram have also

developed similar strategieswhen it comes to targeting specific groups.Manybrands

were quick to adapt their marketing for social media and became active on social

networkingsiteswithmixedresults.Therearesomekeyconsiderationstohaveinmind

when marketing on social media. The first issue is control. Consumers are actively

posting videos, comments and tweets about their experiencesof a brand thatmakes

socialmedia co-created. The control ofwhat is posted and said about a brand is no

longersolelyinthehandsofthebrandmanager.Thesecondissueistheimportanceof

engagement. With social media’s increasing popularity in brand marketing it is

important that advertisements and campaigns are creative, innovative and catch the

attentionoftheaudience.Theyneedtospeaktothetargetaudienceandcallfortheir

engagement. The last issue is trust and authenticity. Those issues are important to

ensureconsumerparticipation(FahyandJobber,2012).

With the introduction of various social media, opportunities in the marketing

environmenthavebecomegreater.Sincetherevolutionof theWeb it issaid that the

directionoffocushasshiftedfromtheproductsandservicestocontexts,contentand

user experience. Seth Godin, an American entrepreneur said that “Marketing is no

longeraboutthestuffthatyoumakebutthestoriesthatyoutell”andScottCook,co-

founderofIntuitalsosaid:“Abrandisnolongerwhatwetelltheconsumeritis–itis

whatconsumerstelleachotheritis”(Storesund,2016,para.2).

3.2.2 Thesocialmediamix

Before companies start using socialmedia as part of theirmarketing strategies, they

need to evaluate what medium is best fitted for them. Each social medium has a

different purpose and reaches customers in different ways. If viewed simply from a

technological perspective, each media’s characteristics, the rules, platforms and

functionalityvaries.Marketersneedtoconsiderthefactofhowlonginformationlives

orappearsonthemediumforexampletweetsonTwitterquicklyget lost inthegreat

informationflowtheTwitterenvironmentoffers.Theyalsoneedtoconsiderthedepth

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oftheinformationthatistherichnessofthecontent.Facebookisamediumthatallows

people to come together in one place where they can share a large amount of rich

informationinvolvingatopic(WeinbergandPehlivan,2011).

Companies arenotonlyusing socialmedia formarketingnowadaysbut alsoas an

important tool for managing and engaging with their customers. Social media offers

opportunitiesforquickandefficientcontactwithcustomersthatcanbeagreataddition

tothecompany’scustomerservice(Smith,FischerandYongjian,2012).

3.2.2.1 Facebook

Facebookisbyfarthemostpopularsocialnetworkingsitetodayandithasafarlarger

audience than older media. Why is Facebook a great place for marketing? When

creating a profile on Facebook people give away a large amount of personal details

about themselves, such as age, relationship status, education andplaceof residence.

Users then like pages that they are interested in following, connectwith other users

with similar profiles as them and join groups with similar interests. Facebook then

receivesallthisinformationthatwasvoluntarilygivenawaybytheusers(Kim,2017).

Facebook possesses a competitive environment that is changing fast. Companies

needtocreatematerialforthemediumthatcatchestheaudience’seyewhenscrolling

throughabusynewsfeed.Theyneedtobecarefulofnotcopyingmaterial fromother

media,suchastheirwebsites,ratherbecreativeandcreatematerialsthataresuitable

foreachmedium.WhenmarketingonFacebook,companiesshouldoffertheir“friends”

or followers special offers just for being their friends. That encourages new and

potential customers to like your page and then constantly being reminded of your

productsorservices(TreadawayandSmith,2012).

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Figure3:DistributionofFacebookusersintheUSA(Statista,2016a).

FigurethreeshowstheagedistributionofFacebookusersintheUnitedStatesasof

December 2016. It indicates that itsmain users are people from the age of 25 to 34

yearsold.Facebookthoughhasareachineachoftheagegroupsandtherefore,when

used for marketing, it offers a great opportunity when targeting most of these age

groups(Facebook,2017).

Facebookoffersmanytoolsandplatformstoreachcustomers,suchasevents,ads,

applications and pages. Each of these platforms contains an analytics system, called

Insights, that allows the company to easily receive updates on activity levels and

demographics (Treadaway and Smith, 2012). Facebook Insights gives companies the

opportunity to seewhichpostshave themost engagement,when their followers are

mostactive,howmuchnegative feedbackthecompany is receivingandhowwell the

customer service is going. Companies can use this information to better their page,

marketingandoverallservicethattheirpageisproviding(Kim,2017).

In 2013 Facebook partnered upwith data companies such as Epsilon, Acxiom and

Datalogix.Thesecompanieshaveaccesstoan immenseamountofdatatranscriptions

eachyearandbyformingthesepartnershipsFacebookgaineda largeamountofdata

about theirusers.Thisdata informationmade iteasier forcompanieswhowanted to

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marketon Facebook to target theirdesired customergroup (Allen, 2013). Companies

can now target users based on their purchasing behavior and further subcategorize

them based on buyer profiles, such as clothing, food and drinks and further on.

CompaniescanalsousedatabuiltonthelifeeventsinformationthatFacebookhas.For

example, a jewelry company can choose to targetpeople that arenewlyweds,within

oneyearforexample,andthereforewillsooncelebratetheironeyearanniversary(Kim,

2017).

Facebook also has a custom audience tool that allows companies to target their

existingcustomersmoreeffectivelyandhopefullyincreaselifetimecustomervalueand

loyalty.Thiscanalsobeusedtheotherwayaround,whereacompanycanexcludetheir

existing customers from the campaign, so they are not bothered by a flow of

advertisementsfromthecompany(Kim,2017).

Nowin2017thereareover1,86billionmonthlyactiveFacebookusers,whichmakes

a17percentincreaseyearoveryear,withhalftheEarth’sinternetpopulationbeingon

Facebook(Facebook,2017).PeoplecreateanonlinepersonaonFacebookandaddhuge

amountofpersonaldataonline.ThisgivesFacebookaccesstobehavioral,preferences

anddemographicaldataforbillionsofpeople.Withthisknowledge,Facebookandother

individualsthathaveaccesstothisinformationareabletobuildmodelsthatcanpredict

allkindsofhiddenattributesforitsusersthattheymaynotevenrealizethattheyare

sharing(Golbeck,2013).

If a company is trying to expand their customer group they can choose to target

lookalike audience as Facebook calls this specific tool. Facebook then analyses the

company’sfollowersfanpagesandconnectswithpeoplethatlikesimilarpagesasyour

customers, therefore creating a customer base that is a lookalike to your own (Kim,

2017).

Whether marketing on Facebook or any other social medium it is important to

chooseonethatsuitesyouraudience.Facebookisthemostpopularsocialmediumand

possessagreatamountofdataabouttheusers.ByusingFacebookinsightsanditsdata,

a company can analyze how its campaign went and effectively target its desired

audience.

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3.2.2.2 Snapchat

Snapchat’spopularityisgrowing,especiallyamongstyoungadults.85%ofyoungadults,

fromtheageof18to24yearsold in Icelandusethemediumanda largepartof the

group use it often a day (89 prósent Íslendinga nota Facebook, 2015). Snapchat is a

relativelynewmediumonsocialmediathatfocusesonintimacybetweenyouandyour

followers.Theapplicationdeletesallcontentbydefaultthatissharedin10secondsor

less after the recipient opens it (Kotfila, 2014). Snapchat requires the content that is

shared,toberecordedatthesametimeorrelativelyclosetothetimethatitisshared.

WhenfocusingonSnapchatformarketinguse,thematerialisthoughttobemoreabout

“sharingthemoment”andcreatingacreativeandfunmaterialforthisshorttime.The

application possesses a direct communication where the audience is known and

specific.Snapchatgivesthesendercontroloverwhotheirviewersare,bychoosingto

whomtheso-calledsnapissenttoandnotifyingthesenderofwhoviewedhisorhers

snaps.Theuserscannotsavevideosthataresent,howevertheycantakescreen-shots

of the pictures, but if they do so then the sender is notified. The only record of a

Snapchat´sinteractiontoviewersisthelistofviewerstheuserspossessesafterasnapis

sent(Anderson,2015).

Figure4:DistributionofSnapchatusersintheUSA(Statista,2016b).

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FigurefourshowstheagedistributionofSnapchat’susersintheUnitedStatesasof

February2016.Itindicatesthatitsmainusersarepeoplefromtheageof18to24years

old,butalsohavingarelativelyhighreachtouserswithintheagegroupsfrom13to34

yearsold(Statista,2016b).

Whenmarketing on Snapchat, companies tend to follow three steps, first to offer

specialdiscounts for followers, second to launchproductsand third touse influencer

marketing.Offeringspecialdiscounts,alsocalledpromocodes,encouragesfollowersto

buyyourproduct,alsomakingthemfeelspecial,becausethisspecialofferiscreatedfor

themforfollowingyourcompany’saccount.CompaniesalsouseSnapchattogiveaway

a glimpse of their new products. This creates an excitement about the company’s

productsandcreatesanengagementbetweenthecompanyandtheirfollowers,where

they feel as they are valuable to the company and it creates a deeper customer

relationship. Influencer marketing has become increasingly used for marketing on

Snapchat.Bypartneringupwithinfluencers,thennotonlywillthesnapsbeviewedon

the company’s account but as well on the influencer’s personal account. This brings

awarenesstothecompany’sproductorservicebutaswellcanincreasethenumberof

thecompany’s followersgreatly.Companieshavealsodonethisbyhaving influencers

“takeover”theirSnapchataccountsforacertainperiodoftimeandpostsnapsontheir

behalf,forexampleforaneventheldbythecompany(Siu,2017).

Snapchat is rapidly growing as a social medium and is now in second place in

popularity,rankinginafterFacebook.Snapchatallowscompaniestobemoreintimate,

be innovative and create a fun environment for the followers. Snapchats does not

possessthefeatureofeffectivelymeasuringengagement,whichisagreatdisadvantage

whenitcomestomarketingonthismedium.

3.2.2.3 Twitter

Twitterisoneofthemostpopularsocialmediasitesandisthemostpopularmicroblog

site in the world. One of Twitter’s greatest features for organizations is the quick

communicationwithcustomers,andmightbethemosteffectiveword-of-mouthsocial

media available. Themediumgeneratesbuzzquickly through re-tweets and favorings

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on a post. Twitter differs from othermedia as themaximum length of a post is 140

charactersandtheyareautomaticallysetpublic(Thomases,2010).

Twitterallowscompaniestoaddthefeatureoffavoring,otherknownasliking,and

followingusersbasedonhashtags.Whenfavoringorfollowingauser,theuserreceives

a notification and therefore the company often grabs the user´s attention. When a

company creates a Twitter account it is important that it stays active. Twitter has a

different environment than Facebook and other popularmedia. On Twitter, you can

post often and be as active as you want, whereas on Facebook companies must be

awareofnotbeingtooactive,asusersmayfeeloverwhelmedwithinformation.Tobe

anactiveTwitteruser,acompanyneedstorespondtotheirfollowers,sowhenauser

tagsyourcompany inapost, it isvital thatthecompanyrespondstothetweet,orat

leasttosomeofthem.Thatgivestheuserafeelingofintimacyandgivesthecompanya

morehumanatmosphere(Resnick,2015).

Figure5:DistributionofTwitterusersintheUSA(Statista,2016c).

Figure five shows the agedistributionof Twitter’s users in theUnited States as of

December2016.Theagedistributionisrelativelyeventhroughouttheagegroups,but

thehighestfortheageof25to34yearsoldand lowestamongstpeople65yearsold

andolder(Statista,2016c).

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The most successful people and brands that use Twitter are those who think of

Twitter not as a broadcastmedium, rather an ongoing, open and thought-provoking

conversation. Most Twitter users are not afraid to speak their minds and therefore

Twitter can be a useful tool for companies to monitor how their reputation is

(Thomases,2010).

Twitterallowsbusinessestoexpandtheirbrandandpromotetheirbusiness.Itisone

of the largest and most effective social media when it comes to creating buzz

marketing.TrendsbecomepopularonTwitterandthencreateagreatopportunityfor

companies to takepart in the conversationandhopefully gain recognitionwithusers

and directing them to their pages. Twitter is a medium where companies can be

spontaneous and not dwell on what their message will contain, rather to be clever,

funnyandonpoint(Thomases,2010).

Twitter’smainusersworldwideareestimatedtobe39%18to24yearolds,20%25

to34yearolds,16,5%35to44yearolds,nearly15%45to54yearoldsandabout9,5%

55yearoldsandhigher.So,whencompaniesareestimatingwhethertouseTwitterasa

partof theirmedia theyneed tomake thatdecisionwith theusers age inmind, and

whotheyplantotarget(Thomases,2010).

3.2.2.4 Tinder

Tinder is a mobile dating app that was launched in September 2012. It´s use grew

rapidly and as of late 2014 its users, using the appmonthly, where estimated to be

around50million.Tinder isa location-basedapp,meaningthat itusestheuser´sGPS

locationwhilelookingforpotentialmatches.Itallowsuserstoswipeleftorright,leftif

notinterestedintheotheruserandrighttoshowinterest.Matchesarecreatedifboth

users swipe right oneachother’s profiles and thenproviding the choiceof starting a

directconversation(James,2015).

Whencreatingaprofile,userscaneitherconnectthroughtheirFacebookaccountor

through theire-mail account. Theuser cancreateadescriptionabouthim-orherself

containing240characters.Eachusercancustomizetheirpotentialmatchesbychoosing

the desired age, gender and proximity to the other users. Tinder creates a certain

assuranceforauthenticitywhenusersconnectthroughtheirFacebookaccount,asthen

theusersageandfirstnameautomaticallytransfertotheirTinderprofile(James,2015).

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Figure6:DistributionofTinderusersintheUSA(Statista,2015).

FiguresixshowstheagedistributionofTinder’susersintheUnitedStatesasofthe

2ndquarter2015. It indicatesthat itsmainusersarepeoplefromtheageof25to34

yearsold,butalsohavinga relativelyhighreachwithin theagegroups from16to34

yearsold(Statista,2015).

Tinder is a relatively new social medium and has not been used for a marketing

purpose for a long period of time. It is similar to Snapchat where there is not a

possibilityofmakingaconnectionwithuserswhohavenotmatchedwithyouraccount.

There is only anoptionofdirectmessaging. Tinder is nevertheless a funandexciting

medium thatmight have a great potential inmarketing, if thought out carefully and

creatively.

This chapter’s goalwas to identify Facebook’s, Snapchat’s, Twitter’s and Tinder’s

maincharacteristics.Itisimportantforcompaniesthataimtousesocialmediaasapart

oftheirmarketingcampaignstocarefullyevaluatethemediumtheyareconsideringto

use.Companieshavetoconsiderwhatmediathetargetmarketfortheircampaignuses,

wheretheircontentwill thrivethemostand if themedium issuitable for theirbrand

image.

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4 Researchmethod

This research was conducted to gain an insight into the marketing strategies of

successfulcampaignshereinIcelandthatusedsocialmediaastheirmainmedium.The

goalwastoanalyzehowmarketingonsocialmediaisdifferentfrommarketingonother

media and how companies are to choose what medium is best suited for their

campaigns.Thisthesissoughttoanswertheresearchquestion:

WhatcanbelearnedfromsuccessfulsocialmediacampaignsinIceland?

Aqualitativemethodwas used in this research to gain a deeper understanding of

opinions, motivation and experiences. Qualitative research often recounts who said

what to whom and why and offers no statistical data. The method can give an

understandingofwhychoicesweremadeandwhatwastheunderlyingmotivationfor

thedecision.Qualitativeresearchinvolvesbothdatacollectionanddataanalysis.Data

collectioncanbemadethroughvarioustechniques,forexamplethroughinterviews,the

collection of written resources and with focus groups (Bryman and Bell, 2011). Data

analysisisconductedsimultaneouslywhenthedatacollectiontakesplace(Straussand

Corbin,1998).

4.1 DatacollectionThedatawascollectedthroughfourinterviews.Alistofquestionsfortheinterviewwas

senttotheintervieweesviae-mailpriortotheinterview.Theinterviewswererecorded

ontheauthor’scellphoneandwerelaterlistenedtowhenwritingthecases.

The interviewsweresemi-structuredanddiffered in length,being from22minutes

to 59minutes long. Semi-structured interviews are open and allow new ideas to be

broughtupduringtheinterviewinrelationstowhattheintervieweeanswers.Theyare

flexiblebutstillbaseontheinterview’sframework.Inthebeginningofeachinterview,

theintervieweewasmadeclearofthesubjectfortheprojectanditspurposeandwhyit

wasbeingrecorded,afterhavingagreedtoit.

4.2 DataanalysisThedataanalysisbeganaftertheinterviewshadbeenconducted.Theauthorbeganby

writing the content of each of the recordings in the order that the interviewees

answeredthequestions.Thenthecontentoftheinterviewswasre-organized,creating

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asimilaritybetweenthemandthestructureofthisassignment.Thecontentwasthen

structuredascaseswithsimilaritieswithineachother.

4.3 Thestudy’simplementationThe idea for this researchbegan in thesummerof2016,whentheauthorwas taking

social media classes at Stanford Univeristy where a sudden interest for social media

marketing arose. The author wrote a short essay about successful social media

campaigns in theUSA in relation toemotional factors. In the fall of 2016, theauthor

metwiththeinstructorforthisresearchandafterthatbeganexploringwhatcampaigns

in Iceland used social media as their main medium and had become successful.

Companies thatuseddifferentsocialmediaas theirmainplatformfor theircampaign

werechosensoananalysiscouldbemadeonhowtheychosethemediumandonwhat

thecompaniesbasedtheirdecision.Theauthorcontactedthepeoplethatwerebehind

thecampaignschosenforthisresearchanddatesfortheinterviewtotakeplacewere

decidedviae-mail.Theinterviewstookplacefromthe29thofMarchtothe12thofApril

2017.Thedataanalysiswasconductedalongsidetheinterviewsaswellasthewritingof

otherchaptersofthisresearch.

4.3.1 Theinterviewframework

Alistofinterviewquestionswascreated,thenreviewedandapprovedbytheinstructor.

Thequestionswereforthemostpartthesameforalltheinterviews,exceptfortheone

with Domino’s. The questions were the same for the three other interviews, and

createdwithonemediumandone campaign as themain focus. The authorhowever

consideredDomino’s tobeactiveand successfulonmore thanonemediumandwas

curious as towhy theydecided to close a fewof their socialmedia accounts. All the

interviewshad the same themeandgoal, findingouthow the companies choose the

socialmedia for their campaigns, if they believe them to be effective, looking at the

media advantages anddisadvantages andwhat the companies have learnedby using

socialmediaintheirmarketingstrategies.

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4.3.2 Choosingtheinterviewees

TheauthorhadbeenworkingfortheMarketingassociationofIceland,ÍMARK,andhad

attendedlecturesheldbyalloftheinterviewees.Theintervieweesgavepresentations

about their successful campaigns on these differentmedia and the author contacted

themshortlyafter.

Theintervieweeswerethreemaleandonefemalewhoallhaditincommontobea

part of or in charge of marketing for each company. The author contacted the

interviewees via e-mail. The author introduced herself in the e-mail, described the

purpose of the research, its main goals and ending the e-mail asking whether the

personwaswillingtomeettheauthorforaninterview.Afterreceivingaconfirmation

fromtheindividuals,adatewassetandtheauthorsentthemthequestionnaire.

Threeofthefourinterviewswereconductedattheinterviewees’officebutonewas

held inanofficeat theUniversityof Iceland.Each interviewwentwellwitha friendly

atmosphereandpleasantnessgoverningtheroom.

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5 Results

5.1 CasesThe cases in this chapter are based on interviews with individuals in charge of or

involvedwiththecompany’smarketing. Ineachcasethe firm isbriefly introduced,as

well as the campaign in focus, its themeandgoal. Thenademonstration ismadeon

how the socialmediawas selected and how itwas used for the campaign. Finally, a

clarificationwillbemadeonwhatthecompanieslearnedfromthecampaignandfrom

usingsocialmedia.

5.1.1 Íslandsbanki:FakingadeathChoosing Facebook as the main medium: Íslandsbanki was selected because of its

successfuluseofFacebookasthemainmediumfortheReykjavikmarathoncampaignin

2016.

ÍslandsbankiisoneofthelargestbanksinIceland.Sincetheyear1997ithasbeena

sponsorforthemarathoninReykjavík,whichisthemostpopularmarathoninIceland

(Íslandsbanki,2017). For thepast coupleofyears, Íslandsbanki’smarathoncampaigns

havefeatured localcelebritiespreparingfortherun.Thesecampaignsstarted in2013

wherethe“Marathonman”wasPéturJóhann,aknowncomedianinIceland.Thenext

coupleofyearsthetrendcontinued,whereasin2014itfeaturedSkálmöld,anIcelandic

rockband, in2015 featuredthemarathonmotheranddaughterand finally in2016 it

featuredValdimar,anIcelandicsinger/songwriter.

These campaigns differ from the bank’s normal campaigns where the bank is not

trying to sell any products or services and therefore Íslandsbanki does not need to

feature it in the campaigns. These campaigns are only intended as a project for the

community,andasfarastheintervieweeisawareof,thelargesthereinIceland.Since

thecampaignsstartedin1997morethan500millionIcelandicKronahavebeenraised.

The marathon man for the 2016 campaign was, as mentioned above, Valdimar

Guðmundsson.Thecampaignconsistedofhimtrainingtotakepartinthe10kilometers

runintheReykjavíkmarathon.Themaingoalsforthe2016campaignweretoincrease

registrationsforthe10kilometermarathonandtoraisemoremoneyforcharities.The

amount raised in 2014 for charities reached an all-time high, but in 2015 both the

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amountofmoneyraisedandtheregistrationsfortherundecreased.Thefocuswasset

on the 10 kilometers run insteadof other distances becausemost people start there

whengoing into running.Thedecrease in registrations for the10kilometers runmay

notbea surpriseas sporteventsallover thecountryhave increased immenselyover

thepastyears.

The target groups for this campaignwere separated into two, basedon the goals.

Thetargetgroupforthe10kilometersrunwaspeoplefromtheageof18to55years

old who lived in the capital area. The target group for raising more money for the

charitieswaseveryoneolderthan18yearsoldthatusedsocialmediaregularly.

TheideaandthemessageforthiscampaigncamefromaninterviewValdimargave

on the television showKastljósearlier thatyear,wherehedescribedadreamhehad

dreamtabouthimsuffocating,andlatervoicedhisfearforhishealth,beingoverweight.

Thiscampaigntouchedpeople.Theonlythingthatwasnottrueintheaboutcampaign

wasthatValdimardidnotdie.PeopleweregladtoseeabelovedIcelandicsingerthat

hadhealthproblemstrytochangehislifestyleforthebetter.Peopleconnectwithreal

storiesandexperiencesandthatiswhythesecampaignsgetpeopletotalkandreceive

PR. People are excited to seehow the transformation is going and curious about the

developments.

A20 secondTelevisioncommercialwasairedadvertising thememorial concert for

Valdimar Guðmundsson, in the beginning of the summer 2016, straight after the

Eurovisionsongcontest.Thecommercialleftviewersinshockwonderingifthiswastrue

or not.While the commercialwasbeingbroadcasted Íslandsbankiwaspreparedwith

people on Twitter ready to declare that Valdimar was not dead. The TV commercial

endedwithalinktoanonlinesite,wherepeoplecouldseetheendofthecommercial,

withValdimarwakingupfromadream.Thetwolatercommercialswerebroadcastedin

thenexttwodays,butneveragainthefirstonewhereValdimardied.ThosethreeTV

commercialsweretheonlyTVcommercialsshowninthiscampaign.

Using these three 90 second commercials, which were all together around 90

second, was to get people’s attention and move them online, where the campaign

wouldlatertakeplace.Facebookwaschosentobethemainmediumforthiscampaign,

basedon the target groups andbecauseof itswide reach in Iceland. The campaign’s

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content was modified frequently. By using Facebook analytics Íslandsbanki could

monitorhoweachpostaffectedregistrationsforthemarathonandthenmodifiedthe

content in relations to this information. In the beginning of the campaign those

observationswereaccuratebutasthecampaigncontinueditwasnotclearwhetherthe

PR that it had gained was affecting registrations or if it was the content posted on

Facebook.AlsobyusingFacebookpeoplecouldshare,likeandcreatebuzzaroundthe

campaignandreceivenewupdates.

The 2016’s marathon campaign turned out to be Íslandsbanki’s most successful

campaign for the marathon since the beginning. The money amount raised for the

charitieshadneverbeengreater,raising97millionIcelandicKronaandtheregistration

forthe10kilometersrunincreasedsincetheyearbefore.Inadditiontothosegoalsthe

registrationforboththehalfandthewholemarathonhadneverbeengreater.

FacebookandothersocialmediahavechangedthewayÍslandsbankimarketsitself.

Whenusingsocialmediainmarketingagreaterpressureiscreatedtokeepthecontent

up to date and always improving and modifying it. The company receives instant

feedbackfromcustomersanditcreatesatwo-waydialoguebetweenthecustomerand

thecompany.Ifthecompanyreceivesagoodrecommendationfromcustomersthrough

socialmedia,itcanspreadquicklyandthevalueofthewordofmouthcanbeinvaluable

forthecompany.

ThebenefitsofusingFacebookasthemainmediumforacampaignisthatone

canseehoweffectivelythecontentisreachingtheconsumer.Itispossibletonoticethe

interactions and to control who see the posts. Compared to other media such as

advertisementsintelevisionoronprint,usingFacebookislessexpensive,segmentation

becomesmoreeffectiveandupdatesandimprovementsareeasier.

ThedisadvantagesofusingFacebookasthemainmediumforcampaigns in Iceland

arepartlybasedonhowsmallourpopulationis.Companiesareabletosegmentmore

effectivelyinothermorepopulatedcountries

Íslandsbanki also uses social media for other campaigns and overall in their

marketingstrategies.Themarketersbelievethatsocialmediahaschangedmarketingin

a good way and should make advertising more efficient if and only if segmentation

analysisiscorrectlydone.Theirgoalistoimprovetheirtwo-waycommunicationwith

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customers through social media. Íslandsbanki believes that with the decrease in the

numberofbranchesalloverthecountryitisvitaltoimprovetheirmediaandgivethe

bestservicepossible.

Íslandsbanki iscurrentlynot lookingatnewsocialmediafor itsmarketing, itrather

wants to focus on using their current socialmedia better andmore efficiently. They

want their media to work as their branches. So that when a customer enters

Íslandsbanki’smedia they canaseasily findwhat theyare looking foras if theywere

beingassistedatabranch.

5.1.2 WOWair:CanyouflirtyourwaytoIceland?IntroducingnewflightstoCanadabyusingTinder:WOWairwasselectedbecauseofits

successfuluseofTinderasthemainmediumwhenintroducinganewroute,Canada.

WOWairisanIcelandiclow-fareairlinethatwasfoundedin2011.Itstatesitselfas

offeringthecheapestflightstoandfromIceland,providingamemorableserviceallthe

way.Itbasesitsmarketingstrategiesonbeinginnovative,tryingnewandexcitingways

inmarketingandattractingPR(WOW,2017).

WOWairintroducedCanadaasanewdestinationinOctober2016.Theirmarketing

teamdecidedtotrysomethingnew,andbecamethefirstairlinetomarketitselfonthe

datingappTinder.ItannouncedthatitwouldbeactiveonTinderonitsTwitteraccount,

tweeting:“We'reonTindergivingawaytickets!SwipinginCanadarightnow.Almostgot

sweptawaybyyoursmoothlines....".Assoonastheannouncementwasmade,media

allovertheworldstartedwritingaboutthecampaign,creatinggreatPR.WOWairused

a Tinder pro account that made it possible to decide your location wherever in the

world, and they chose Canada, Toronto andMontreal. The planwas to get potential

customer to“flirt”with theairline inhope towin tickets to Iceland,asking: “Canyou

flirtyourwaytoIceland?”.

WOWairdownloadedanappthat“swiped”right for them,making iteasier toget

more matches. It ended up with over 15.000 matches in Toronto and over 8.000

matches in Montreal. WOW air usually work with a low budget in their marketing

campaignsandthiscampaigncostcomparativelyalmostnothing.Thetargetgroupfor

this campaignwasWOW’susual targetmarket, youngadults from18yearsold to30

36

yearsold.Thosearetheirmaincustomersandaswellaspeoplewhousesocialmedia

themost.

Forthiscampaign,WOWairusedcrosspromotion.Theyusedalltheirsocialmedia,

withfocusonTinderbutaswellonSnapchat,Twitter,FacebookandInstagram.When

askedwhytheychoseTinderastheirmainmediumforthiscampaign,theysaidthatthe

app possessed all the characteristics that aligned with WOW air’s main marketing

strategies, being new and fun. Some people within the marketing team raised their

concerns over this decision,whether itwas too cheesy and cheap, but in the end, it

turnedoutgreatbeingconsideredinnovativeandnewsworthy.

Brandsneed tobe carefulofwhether theirmarketingwill hurt their image,as the

intervieweementionedthatIcelandairwouldnotgoonTinder,asithasdifferentgoals

andstrategies in theirmarketing.ThemajorbenefitofusingTinder is that it isanew

wayforacompanytomarketitself.Itisexcitingforcustomerstogettoknowandtalk

tocompaniesdirectlyonaninformalmedium.Itmakesthecompanyfeelmorehuman

intheeyesofthecustomer.ThedisadvantageofusingTinderisthateverythingmustbe

sentdirectlytooneperson.ItdoesnotpossessthequalitiesthatFacebook,Snapchator

Instagramhave,whereyoucanreacheverysingleoneofyourfollowerswithapostora

story.

Thiscampaign’ssuccesswasdifficulttomeasure.WOWairmeasured it inmatches

andhowmanypeople sent themamessageonTinder.Themain indicatorof success

was the PR and advertisement value equivalency, meaning the measurement of the

benefittoWOWairfrommediacoverageofaPRcampaign.ThiscampaignforWOWair

costthemonlytheTinderproaccountthatwas$9.99dollarspermonthindirectcost,

plus the use of their own human resources in marketing. The total matches were

around30.000andabout60%ofthematchessentWOWairamessagethroughTinder.

WOWairbelievesthatsocialmediahascompletelychangedthewaybrandsmarket

themselves,inagoodway.Socialmediahasmadeitpossibleforcompaniestomarket

themselvesatarelatively lowcost,comparedtousingoldermediaasprint,radioand

televisionadvertisements.

WOWair learned a great deal from this campaign. It taught them to take risks in

choosingnewmediaforcampaigns, iftheybelievethemediumtobeincorrelationto

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their brand image, act more human, be where the people are, be clever, funny,

innovativeandtakechances.WhenaskedifWOWairisconsideringorforeseesusinga

newsocialmediumintheirmarketingstrategiesinthenearfuture,WOWmentionedan

applicationnamedMusical.ly.Itisoneofthemostpopularappsforyoungadultstoday

andWOWairiscurrentlytryingitoutandmayuseitforfuturecampaigns.

5.1.3 Tjarnargatan:DrivingundertheinfluenceofsmartphonesChoosing Snapchat as the main medium: Tjarnargatan was selected because of its

successful useof Snapchat as themainmedium for the campaign “HöldumFókus” in

2016.

Höldum fókus is a campaign created by a media production company named

Tjarnargatan. The campaign was made in collaboration with Síminn and

Samgöngustofan. Höldum fókus is a brand owned by Tjarnargatan and they create a

campaignforthebrandeachyearwithnewcollaborators.

The campaign’s main goal is to raise awareness of the risk of using smartphones

whiledrivingor“Drivingundertheinfluenceofsmartphones”.Thecampaignconsisted

offourpopularIcelandicinfluencersonSnapchatwhofakedacaraccidentwhileusing

the medium. They posted the accident on their own Snapchat account without any

explanationorwarningthatthiswasanadvertisement.Theirfollowerssawtheaccident

live and were left in shock whether it was real or not. In the end the influencers

announcedontheirSnapchat that thepurpose for thoseSnapchatswastoencourage

peoplenottousethemediumwhiledriving.

Thetargetgroupfor thiscampaignwaspeople fromtheageof17to35yearsold.

The reasonwhySnapchatwaschosenas theplatform for this campaignwasbecause

whiledriving, youngadults,whowere the targetgroup for this campaign,mainlyuse

thismedium if theyareusing theircellphones. Itwas thought tobemostaffective to

usethemedium,thetargetgroupwouldmostlikelybeusingwhiledriving,tocreatea

likely scenario. Snapchat has, according to Gallup, become the second largest social

mediumandisproportionallygrowingthemostamongstyoungadults.

By using Snapchat, a certain momentum was created and only the influencer’s

followerscouldseethecampaign,ortheaccidenthappening.Thiscampaignwasbased

on emotionallymoving people rather than encouraging them to share and therefore

38

Snapchatwas a convenientmedium.One of the disadvantages of using Snapchat for

thiscampaignisthattheonlypeoplethatcouldseeit,atthebeginning,werethosewho

were following the influencers. When using Snapchat for an advertisement purpose

thenit isdifficulttomonitorthecampaign’sreach,fortheonlydatathat isathandis

theviewsoftheSnapchatsoneachinfluencersaccount.Itisalsonotknowniftheviews

ontheinfluencers’accountsarecomingfromthesamefollowers,whereastheviewers

mayoverlap.

StraightafterthecampaignwaslaunchedpeoplestartedtalkingaboutitonTwitter

and soon the press contacted Tjarnargatan. The campaignwas covered in all the top

newsmedia in Iceland and received great coverage. Though Snapchat was themain

medium,thecampaignwasuploadedtoYouTubeso itwouldbeaccessibletoawider

audienceand fora longerperiod, foraSnapchat isonlyviewable for24hours.When

askedwhytheybelievethatthiscampaignreceivedsomuchcoverage,theybelievethe

reason to be that it was made with the society’s best interest at mind and in the

purpose of hoping to improve people’s behavior while driving. People tend to share

posts and news more when they are related to helping others, not just an

advertisement.

Tjarnargatan believe that the benefits of using social media, versus television

advertisements for example, can be that instead of using most of the campaign’s

budget to create one great television advertisement, you can use social media for

creatingmanysmallerwavesofinformationthatarecall-to-actionandhopefullycreate

buzz.Whenusingsocialmedia,youhavemoreroomtobecreativeandyoucanmonitor

thecampaign’ssuccessalmostimmediately.Socialmediacreatesaninstantinformation

flowandthereforewhenpublishingcontentforacampaignonsocialmediayoucanuse

ABtestingandseebylookingattheengagementswhatcontentsuitstheaudiencebest.

Advertisements in general have changedwith the introduction of socialmedia. They

havemovedfrombeingaglorified,Hollywood-storytellingtowardscontainingasincere

andcleavermessage.Socialmediaadvertisementsmaynotbeof thesamequalityas

televisioncommercialsbuttheymaybemoreaffectiveandbetterimplemented.

ThiscampaignshowedthatitispossibletouseSnapchattocreatesomethingclever

witha lowpublication costand receivegreat viral coverage. Facebookand Instagram

39

havenowmadeitmoredifficulttogetviralcoveragewithoutpayingforitandtherefore

Snapchatisstillagreatmediumifusedcorrectly.

WhenaskedaboutthefutureopportunitiesforsocialmediamarketingTjarnargatan

believe that VR360 and mini apps could become great. But whatever the next big

medium will be, the same principles will still apply. Companies and brands need to

tackle eachmedium and figure out which suits them best. The content needs to be

clever andnot contain toomuchof an advertisingmessage. Theyneed tobe true to

themselvesandcreatecontentinaccordancewiththat.

5.1.4 Domino’s:QualityoverquantityChoosingtherightmediathatfitsthebrandimage:Domino’swasselectedbecauseof

itssuccessfuluseofsocialmediathroughouttheyearsinmarketingonline.

Domino’shasagreatbrandvaluehereinIcelandandisverywelllikedamongmost

people. Socialmedia haveplayed a large role in theirmarketing strategies for a long

timenow,orsincetheirpopularitystartedrisinghereinIceland.

SocialmediaplaysalargeroleinDomino’s’marketing,whereeachdaytheylookat

theirmarketingandtrytocreategoodcontenttoputontheirsocialmediaeventhough

there is no campaign in action. Domino’s chooses quality over quantity in their

marketingstrategiesonsocialmediatheyratherpostafewthingswithagoodquality

thanpumpingoutlowqualitycontent.Thereisagreatawarenessofthebrandherein

Iceland so there is no need for the brand to focus on building brand awareness.

Domino’sbelieve thatpeople goon socialmedia to relax and look for entertainment

andtherefore theywant to focusoncreatingcontent thatmovespeople, rather than

contentthatblendsinwiththeoverflowofadvertisementsonline.

Domino’sinIcelandusesFacebookandTwitterintheiroverallmarketing.Domino’s

chosethemfor their featuresandqualities.ThebenefitsofTwitterare thatusersare

spontaneous and not too serious and for Facebook it is the largest socialmedium, a

goodplacetoadvertisebecauseofitswidereach.OnbothofthesemediaDomino’sis

able to connect with customers and take part in various conversations. When using

thesetwomedia,customersconnectwiththecompanyinamorepersonalsense.They

are great for customer service,where if customers have a problem they can connect

withthecompanythroughthesemediabysendingaphotooftheproductoramessage

40

andthecompanycanrespondquickly.Twitterdoesnotofferthepossibilitytoadvertise

onthemediuminIcelandyet,butDomino’sisnotsurethattheywouldchoosetodoso

if itwereanoption. They seeTwitter asmoreof aplacewhere the company canbe

wittyandhumanandtheytendtoallowthemselvesmoreonthatmediumcomparedto

Facebook,asitisadifferentenvironment.Bothofthesemedia,andmostsocialmedia,

requirealmost24/7monitoring,becausesocialmedia isarapidevolvingenvironment

andacomplaintpostedonsocialmediacansnowballintoacrisisforthecompanyina

short amount of time. Therefore it is vital for companies to answer complaints or

commentsquicklyandbeactive.

Domino’swasactiveonSnapchatandInstagramwheretheyusedthemasapartof

theirsocialmediauntiltwoyearsagowhentheydecidedtoclosetheiraccounts.They

feltas theywerebecoming too similar toother companies thatwereactiveon those

mediainIcelandanddecidedtoclosetheiraccounts.Theywanttoshedalightonthe

fact that companies should not be on media that do not suit them well. Domino’s

however did not stop using those media all together, but started using influencer

marketing. They partnered up with a few influencers and the deal was that if the

influencerswereorderingapizzaandshowingitontheirmedia,thenthepizzawould

havetobefromDomino’s.Influencermarketinghasincreasedimmenselyoverthelast

yearandsincethenDomino’shasdecreaseditsuseofthattypeofmarketing,asthey

wanttomaintaintheiruniqueness.

WhenDomino’s ismonitoringacampaign’s success throughsocialmedia, then the

technique depends onwhat the campaign’s goalwas. If the goalwas for example to

increase sales on a product, then they monitor how many people clicked on the

advertisementandendedupbuyingtheproduct.Theyusedthistechniqueforexample

with their Christmas desert.Domino’s only advertised the dessert on socialmedia so

theycoulddirectlylinkthesalestomarketingthroughtheirsocialmedia.Ifthegoalwas

ontheotherhandtoincreasebrandawarenessthentheymeasuretheamountoflikes

andsharesontheirposts.

Domino’s performs a targetmarket analysis before each of their campaigns. Their

productmakes their targetgroupwide, for itappeals to somany.After theyperform

thisanalysisthentheychoosemediatopublishthecampaignon.Domino’sdividestheir

41

agegroupsintopeoplefromtheageof18-25,26-35,36-55andthen55yearsoldand

older.Whenfocusingontheoldergroupstheytendtotaketheircampaignstoprintand

radio.Theycloselyconsiderwhatmediumsuitseachagegroupandmakethatdecision

inalliancewiththeiragency.Thosedecisionsarebasedonstatisticalinformationabout

what medium each age group uses the most. For example, when advertising their

“Tuesday offer” they focus on young adults when selecting a target to reach on

Facebookandtheyfocusedonolderadultswhenmarketingtheirmoreadvancedpizzas

withhigherquality ingredient thatareabitmoreexpensive.Domino’salsouses their

targetmarketanalysiswhentheyonlywanttoreachpeopleincertainareasofIceland,

for example if an offer is available in Akureyri they do not want their customers in

Reykjavíktobebotheredbythatoffer,andthereforemakeitonlyvisibletopeoplethat

theofferisrelevantto,usingdemographicalsegmentation.

In their social media marketing, they tend to perform AB testing to see which

contentraisesmoreawareness.WhenaskedwhatDomino’sbelievestobethelargest

benefit with using social media for marketing the answer was that it is how many

people you can reachwith less amount of funding thanwhen using othermedia for

marketing.Companiesareabletoseedirectlywhatcontentspeaksmosttoconsumers

andwhatleadstosalesandawareness,theresultsareconcreteanddirectlyvisibleto

thecompany.

Socialmedia has taught Domino’s a lot in relations tomarketing. They are better

connected to customers, it has taught them to use the brand in a different way, be

morehumanandhavemorefun.Whensomethinggoeswronginacampaigntheycan

fixitquickerthanonothermediaandtheyperceivethattobeahugebenefit.

Their most successful social media campaign would be #HeForShe, which was

createdinapartnershipwithUNwomen.Atfirstitwasjustonsocialmedia,butlaterit

went on to be shown on television. They received enormous feedback, and it raised

greatawareness.Theybelievethatthereasonbehindthecampaignssuccess isthat it

movedpeopleandithadanimportantmessage,toraiseawarenessofuglycomments

maderegardingwomen.UNwomeninIcelandsaythatthiscampaignistheirbestone

yet.

42

Domino’sisalwaysstrivingtobeaheadofnewdevelopmentsinmarketinginregards

tosocialmedia.Theyuseexperiencesfromoutletslocatedinotherpartsoftheworld,

mainlytheUS,andusetheirbestpractices.Otherandnewservicesarebeingofferedin

theUSsuchasorderingthroughvoicecontrol,whichwouldbehardtoadaptforIceland

sinceourlanguageisnotspokenbymanyandfewsoftwareprogramsunderstandour

language. They strive to be innovative and keep up with new developments and

perceivethemselvestobeluckytobeabletobuyequipmentfromtheirownoutletsall

over theworld. Theymight look at an app calledMusic.ly for theirmarketing in the

future,asitspopularityisgrowing,butthatmightjustbeatrendthatwillfade.Asfor

nowtheywillfocusonimprovingtheservicesthattheyarecurrentlyoffering.

5.2 AnalysisIn this chapter the advantages, disadvantages, opportunities and threats associated

withmarketingonsocialmediaareidentified.Ademonstrationofwhatthecasesabove

had incommonwill thenbeconductedand lastlyacomparisonwillbemadeonhow

socialmediamarketingdiffersfrommarketingonothermedia.

5.2.1 TheadvantagesTheadvantagesofusingsocialmediaforcompaniesinmarketingarethatsocialmedia

brings the customers together in one place. Assembling the customers allows the

companytogatherinformationaboutthem,monitorandadaptitsservicesorproducts

to their needs (Mazurek, 2009).When looking at the cases each of the socialmedia

offered a different advantage. Facebook’s main advantages lie in its reach and

segmentation ability, Snapchat’s in an intimate environment allowing a creative

storytelling, Twitter’s in theabilityof creatinga conversationand its creationofbuzz

marketingandTinder’sinbeingnewandexciting.

5.2.2 Thedisadvantages

The disadvantages are however that companies can lose control over the

communications into the hands of the customer (Mazurek, 2009). Socialmedia is an

openenvironmentthatallowscustomerstoopenlystatetheiropinions.Itcanbecrucial

foracompany’ssurvivalinthemarketplacetoreceivegoodrecommendationsfromthe

customersandifanegativeconversationaboutthecompanystartsspreadingonsocial

43

media,thenthere isnowayofknowingof itsreach. Inrelationstothecases,eachof

the social media possessed its disadvantages. Facebook in terms of that Iceland is a

smallcountryandthereforecompaniescannotsegmentgroupsasefficientlyasinother

countries.SnapchatandTinderhadthesamedisadvantagethatwaslimitationsinterms

ofinformationalflow.ForSnapchatonlytheindividual’sfollowerscouldseethecontent

and for Tinder everything had to be sent through direct messages. Twitters main

disadvantagesarethelimitationsincharactersforthemessagethatisbeingposted.

5.2.3 ThethreatsandopportunitiesThe threats that face the company when marketing on social media can be to

underestimate the media. The companies can release too much information or give

awaytoomuchoftheircontrolandthereforeloseitspowertothecustomers(Mazurek,

2009).

The opportunities a company gains when using social media are for example the

connection the media offers between companies and customers. The possibility of

efficientsegmentationofthemarketisalsoagreatopportunityforthecompanies.Both

opportunities give the companies a chance to create a deeper relationshipwithboth

existingandpotentialnewcustomers.

44

5.2.4 Thefourstepsofmarketingonsocialmedia

Whenlookingatthesecasesinrelationstoeachother,thereisavisiblesimilarityinall

ofthecompanies’strategieswhenchoosingasocialmediumformarketing.Theauthor

created amodel to describe the factors that need to be taken into consideration or

steps that the companies followed when choosing the medium. This model will be

called“Thefourstepsformarketingonsocialmedia:ThefourC’s”.

Fourstepsformarketingonsocialmedia

ThefourC’s

Figure7:ThefourC'sformarketingonsocialmedia

Thefirststepisdecidingthegroupthatthecompanyisfocusingonforthecampaign,

who is the targetmarket? After deciding the targetmarket then the companymust

figureouthowtheyaregoingtoreachthetargetgroup.Theyhavetochooseamessage

thatspeakstothetargetcustomersandcreatecontentforthecampaign.Thenextstep

istofigureouthowtoconnectwiththetargetmarket.Thecompanyneedstodosoby

lookingatthedata,toseeonwhatsocialmediumtheagegroupthattheyaretargeting

isactiveon.Italsoneedstotakeintoconsiderationwhatmediumisbestsuitedfortheir

Feedback

Consumer

Content

Connect

Change

45

message,whereasforexampleonTwitterthemessageislimitedto140characters.The

last step is change, analyzing howwell the content reached your target market and

whether it was effective in relations to the campaign’s goals, for example leading to

awarenessorincreasinginsales.Thecompanyneeds, inaccordancewiththeanalysis’

results,tomodifyandchangethecontentuntilthecompany’sgoalsaremet.

Social media is a two-way conversation and therefore companies need to take

advantageofthefactthattheyhaveadirectconnectionwiththeircustomersanduse

thefeedbacktomodifytheircampaignsonsocialmediathroughouteverystageofthis

model.

5.2.5 Howsocialmediacampaignsdifferfromcampaignsonothermedia

Asaresult,thecompaniesdemonstratedacleardifferencewhenitcomestomarketing

onsocialmediaversusonothermedia.

Thefirstdifferentiationistheopportunitythatsocialmediaoffers insegmentation.

Socialmediaallowsmarketerstonarrowdowntheirtargetmarketimmenselyandasa

resultmaking their campaignsmore specific and customizedwith the targetmarkets

needsinmind.

Marketingonsocialmediaisrelativelylowincostcomparedtomarketingonother

media.Thisallowsthemarketersforexampletocreatemorematerialonsocialmedia

for the same cost or perhaps lower than the cost of producing one television

commercial.

Socialmediaisatwo-waycommunicationaltoolthatallowscustomerstotakepartin

campaigns.Companiescanbecomemoreconnectedwiththeircustomersanditcreates

opportunities for them to create a deeper relationshipwith the customers.On social

mediacompaniesreceivefeedbackquickerthaneverbeforewhenusingothermedia.

Thisallowscompaniestoadapttheircampaignsinaccordancetothefeedbackreceived

and create better andmore affective campaignswith the customers´ needs inmind.

Companies can use AB testing which helps them customize and quickly see what

contentismorerelevanttothetargetgroup.

46

Withsocialmediaprovidingatwo-waycommunicationitalsocreatesgreatpressure

forthemarketers.Itrequiresmarketerstobequicktomodifyandimprovecontentthat

isnotreceivinggoodfeedback.Socialmediacancreateviralmarketing,bothgoodand

bad, and thereforemarketing representatives need to be quick to answer complaint

becauseabadreviewcanquicklyreceivegreatviralcoverage.

Socialmediaoffersanenvironmentthatallowscompaniestotakemorechancesand

givesthemanopportunitytocreateinnovative,funandclevercampaigns.Ifacompany

isoneofthefirstonestouseanewmediumfortheirmarketingstrategiesitcanreceive

greatPR,forexamplewhenWOWairwasthefirstairlinetomarketonTinder.

Companiesneedtochooseasocialmediathatsuitsthemarketingmessageandbase

thatdecisiononacomparisonof thecharacteristicseachmediumprovides.However,

whatever socialmedia a company chooses to use for theirmarketing strategies they

alwaysneedtobetruetotheirbrandimageandcreateaclearmessage.

Whenmarketingonbothsocialmediaandothermediasuchastelevision, radioor

print,thegoalsarestillthesame.Eachmediagoalistocreatecontentthatmovesthe

customerthroughfourstagescalledAIDAthatisawareness,interest,desireandaction

and create a content that delivers the marketing message efficiently to the target

market.

47

6 Discussion

This research was conducted for the purpose of identifying what the marketing

managers, of companies that created successful socialmedia campaigns, foundmost

relevant when choosing the right medium. Social media was the platform for this

research, lookingatcampaigns thatbecamesuccessfulusingdifferent socialmediaas

themainmediumforthecampaign.Foursocialmediawhereintroducedbasedonthe

campaignschosenfor this research.ThemediawereFacebook,Snapchat,Twitterand

Tinder.Thegoalwastoseekananswertotheresearchquestionby interviewing four

individualswhowereinchargeofortookpartinthecompanies’marketingcampaigns.

WhatcanbelearnedfromsuccessfulsocialmediacampaignsinIceland?

Theresultsindicatethatwhenmarketingonsocialmedia,companiesneedtodecide

whotheconsumersare,whatcontentwillbesuitedforthoseconsumers,whatmedium

is most affective to reach the target market based on data, change the content if

neededandlistentofeedbackfromcustomers.

The factors that seem to be most relevant when choosing what social media to

market on are who the target market is, what the campaigns goal is and what the

marketingmessageis.

Age appears to be the largest factor when choosing a socialmedia for the target

market. Facebook reachesmost age groups, Twitter has a wide range as well, while

SnapchatandTindermostlyreachyoungadults.Overallsocialmediaseemstosuitwell

whenthemarketingmessageisintendedtoreachpeopleundertheageof55yearsold.

Marketsegmentationhasproventobeavitalfactorwhencompaniesaretryingtofulfill

theircustomer’sneed(Wood’s,2013).Thereforeitdoesnotcomeasasurprisethatit

turned out to be one of the most relevant factor when choosing a social media to

marketon.

Socialmediaandothermediamarketingpossessthesamegoals, tocreatecontent

that moves the customer through four stages. That is to create awareness, interest,

desireandactionofwhatthecompanyisoffering.

The campaigns goals were for themost part to drive people to engage or create

awareness. Therefore, the campaigns had to receive attention from a wide range of

48

people. Íslandsbanki did so by using first a shocking television ad and then moving

viewerstothesocialmediumthathasthewidestreachinIceland,Facebook.WOWair

didsobyusinganunusualsocialmediumfortheirmarketing,beingthefirstairlineto

useTinderastheirmainmedium,andinreturnreceivinggreatPR.Tjarnargatanwanted

toraiseawarenessofthedangerofusingcellphoneswhiledriving.Therefore,theyused

Snapchat, which is the socialmedia that ismainly being used by young adultswhen

using theircellphoneswhiledriving.Domino’s raisesawarenessof theircampaignsby

eachtimecarefullydecidingwhatsocialmediaisbestsuited.

The campaigns received a large amount of shares, call-to-action and buzz, and

thereforemovedcustomersthroughtheactionandintereststage.Thecompanieswere

abletocreatecampaignsthatspoketotheaudiencewithgreatmaterialandinfluential

spokespersons. Companies strive to receive viral marketing for their campaigns. It is

consideredtobethebestword-ofmouthpromotiononsocialmediaanditisoneofthe

factors thatmadethecampaigns,demonstratedearlier in this thesis, successful (Fahy

andJobber,2012).

Theresultsofthecampaignsshowedthatdesirewascreated.Íslandsbankicreateda

desireforpeopletotakepartinthemarathon,Domino’sbyremindingcustomersofits

delicious menu, WOW air by creating a desire for travellers to flight to Iceland and

Canada and Tjarnargatan a desire for young adults to stop using smartphones while

driving.

Twoof the four campaigns demonstrated in this thesis used influencermarketing,

both Íslandsbanki and Tjarnargatan. They however used different approaches,

Tjarnargatan used the influencers’ personal profiles to publish their campaign while

Íslandsbankiusedtheirownprofile.Bothofthecompaniesusedindividualsthatspoke

to their target market. Tjarnargatan chose celebrities that had many followers, who

youngadultslookuptoandwerelikelytolistento.Íslandsbankichoseanindividualthat

did not fit the runner stereotype but instead chose someone who was changing his

lifestyleandencouragingpeople inall shapesand sizes to takepart in themarathon.

Companiesthereforeneedtochoosehowtheywillusetheirinfluencers,iftheywilluse

their personal profiles or let them use the companies’ profiles instead. Both ways

49

appeartoworkeffectivelyandthusthecompanyhastodecidewhatwaytheybelieve

willbebettersuitedfortheircampaign.

Theresultsindicatedthatthecompaniesseeacleardifferenceinmarketingonsocial

media versus on othermedia. Socialmedia offers greater opportunities inmarketing

segmentation and is relatively lower in cost. It is a two-way communicational tool

whereas other media is one-way. Two-way communication allows companies to

connectmorewithcustomers,createadeeperrelationshipandoffersquickerfeedback.

It also creates greater pressure than marketing on other media, for it requires

marketers to be quick to respond to customer feedback or complaints. Socialmedia

gives companies a chance to be innovative and create a clever message in a new

environment.Ifcompanieswanttosucceedinmarketingonsocialmediathenitisvital

for them to choose a social media that suits the marketing message and the brand

image.

Thecompaniescarefullydecidewhatsocialmediatousebycomparingeachmedia’s

characteristics to themarketingmessage. Facebook isoverall the strongest candidate

for whatever type of message, for its wide reach and various opportunities to

communicate tousers. Twitter is considereda strong candidatewhen themessage is

informalanditsgoalistocreateaconversation,Snapchatwhenthemessageispersonal

and there is a desire to tell a story and Tinder when the marketing message is

unconventionalandfun.

6.1 LimitationsThemain limitation in this thesis is that only one companywas interviewed for each

socialmedium. To gain a deeper understanding ofwhether each of the socialmedia

demonstrated in this thesis creates a successful campaign when following the

company’s strategies, then more interviews have to be constructed and analyzed.

Therefore,thisthesisonlyprovidesanindicationofwhatisvitalforcompaniestohave

inmindbeforechoosingasocialmediumfortheirmarketingstrategies.

50

6.2 FurtherresearchSocialmedia is still relativelynew in relations tomarketing.Companiescangain from

furtherresearches inthis fieldthat ishowtheycan improvetheirmarketingonsocial

media and effectively choose a socialmedium suitable for their campaigns. Itwill be

interestingtoseehowtheevolvementofsocialmediawillaffectmarketinginthenear

futureandwhetheranewmediumwillsoongovernthesocialmediamarket.

51

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7 Appendix

7.1 Appendix1Thebasiclistofquestions

1. Geturþúsagtmérstuttlegafráherferðinni?2. Áhvaðamiðileinblínduþiðáímarkaðssetninguherferðinnar?

a. Efmarga,hvernignýtiðþiðsamspilþessaramiðla?3. Áhverjubyggðistsúákvörðunaðnotastviðþennanmiðil?4. Hverjatelurþúkostinaveraviðnotkunmiðilsins?

a. Hversvegna?5. Hverjatelurþúgallanavera?

a. Hversvegna?6. Hvernigvarárangurherferðinnarmældur?

a. Hversvegnavarnotastviðþámælingaraðferð?b. Ersúmælingalmennaaðferðinviðárangursmælingar?c. Hvernigvoruniðurstöðurnar?

7. Hvervaraðalmarkhópurinnsemvarveriðaðreynaaðnátilmeðherferðinni?8. Hvernigþróaðistherferðin/Voruðþiðoftaðendurbætaherferðina?9. Fenguðþiðsvörunviðherferðinniumleiðoghúnfórafstað?

a. Munuráherferðumásamfélagsmiðlumogalmennt?10. Hvernigtelurþúkomusamfélagsmiðlahafabreyttmarkaðssetninguykkar

almennt?a. Ágóðaneðaslæmanhátt?

11. Eruðþiðaðnotastviðsamfélagsmiðlaíöðrumherferðumykkarogalmennrimarkaðssetningu?

a. Hverjaþá?12. Hvaðalærdómdróguðþiðafherferðinni?13. Hvaðeruðþiðaðgeratilaðveratilbúintilaðbregðastviðtækninýjungum

framtíðarinnar?14. Ereinhvernýrmiðillsemþiðsjáiðfyrirykkuraðnotastviðímarkaðssetninguí

nálægðriframtíð?

56

7.2 Appendix2ThelistofquestionsforDomino’s

1. ÁhvaðamiðileinblínirDomino’shelstáímarkaðssetningusinni?a. Efmarga,hvernignýtiðþiðsamspilþessaramiðla?

2. Áhverjubyggðistsúákvörðunaðnotastviðþessamiðla?3. Hverjatelurþúkostinaveraviðnotkunmiðilanna?

a. Hversvegna?4. Hverjatelurþúgallanavera?

a. Hversvegna?5. Afhverjuhættuþiðásnapchat?6. Hefurkomaappsinsbreyttmikluímarkaðssetninguykkar?7. Hvernigmæliðþiðárangurherferðaásamfélagsmiðlum?

a. Hversvegnaernotastviðþámælingaraðferð?b. Ersúmælingalmennaaðferðinviðárangursmælingar?c. Hvernighafaniðurstöðurnarverið?

8. Þegarákveðiðerhvaðamiðiláaðnota,skiptirmarkhópurinnþámiklumáli?a. Erákveðinnmarkhópurfyrirákveðinnmiðil?

9. Eftiraðþiðhefjiðherferðirásamfélagsmiðlumeruþiðoftaðendurbætaherferðirnar?

10. Fáiðþiðsvörunumleiðfráherferðumásamfélagsmiðlum?a. Munuráherferðumásamfélagsmiðlumogalmennt?

11. Hvernigtelurþúkomusamfélagsmiðlahafabreyttmarkaðssetninguykkaralmennt?

a. Ágóðaneðaslæmanhátt?12. Hvaðalærdómhafiðþiðdregiðafnotkunsamfélagsmiðlaímarkaðssetningu?13. Ereinhvereinherferðásamfélagsmiðlumsemhefurnáðsemmestumárangri?

a. Efsvoer,hvaðtelurþúhafaýttundirárangurhennar?14. Þarsemþiðtilheyriðerlendrikeðju,eruákveðnartakmarkanireðareglursem

þiðþurfiðaðfylgjaímarkaðssetningu?15. Hvaðeruþiðaðgeratilaðveratilbúintilaðbregðastviðtækninýjungum

framtíðarinnar?16. Ereinhvernýrmiðillsemþiðsjáiðfyrirykkuraðnotastviðímarkaðssetninguí

nálægðriframtíð?