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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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