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Master Thesis Master`s Programme in International Marketing, 60 credits MASTER Branding in social media THESIS A qualitative study of three Swedish municipalities Hiba Charkas, Anne Beth Eltun International Marketing & Strategic Management and Leadership, 15 credits Halmstad 2014-06-04 Acknowledgement We would like to thank everyone who has contributed to this thesis with information, help, advice and critics. Especially we would like to thank the interviewees from each municipality; Anna-Charlotta Pettersson (Halmstad), Mattias Skoog (Falkenberg), Jessica Krantz (Ängelholm) and Daniel Franzén (Ängelholm), our fellow students and opposition groups and our supervisor Navid Ghannad. Finally we would also like to thank our families for their support in the course of writing the thesis. Halmstad, June 4th 2014 Hiba Charkas Anne Beth Eltun i Abstract Research show that social media are effective channels to use in branding, at the same time Swedish municipalities are increasingly starting to see the importance of branding and reports show that they are using social media channels for branding purposes. Even though reports show that the municipalities are using social media channels in branding there is a lack of studies done on how they are using social media in branding. To examine this two research questions is developed; (1) What is branding for a municipality and (2) How are municipalities using social media in branding. To examine the research questions different theories are applied and a conceptual framework is developed based on theories from branding, social media and branding in social media. To collect data for the research a qualitative study with three case studies (three Swedish municipalities) is conducted. The primary data from the three cases is collected through face to face interviews with employees responsible for the social media channels. Secondary information is gathered through observations of the municipalities social media channels examined in this thesis, and documents found on internet concerning the municipalities’ use of social media. The analysis of the data is done based on the conceptual framework presented in the theoretical chapter and consists of both within case studies and cross case studies in order to identify similarities and differences among the cases. The findings from this study show that both corporate, employee, and place branding is applied in the municipalities overall branding goals and strategies. Even though the municipalities are examined as organizations in this study employee and place branding goals are identified in order for the municipalities to reach their overall wanted position and image. A further conclusion is that social media has been effective in branding. Social media has enabled the municipalities to reach their branding goals through being transparent, informing, engaging and creating dialogues with their inhabitants and other publics. Through social media the municipalities have managed to establish, influence and create perceptions that have positively influenced their position and image. Facebook, Twitter and Instagram have shown to be efficient social media channels to use in branding and has enabled the studied municipalities to change their perceived image from being unknown organizations to becoming more personal, transparent and increasing the public`s knowledge about the municipalities. Keywords; Social media; Social media strategies: Social media in municipalities; Facebook; Twitter; Instagram; Branding ii Table of contents Acknowledgement ....................................................................................................................... i Abstract ...................................................................................................................................... ii 1. Introduction ............................................................................................................................ 1 1.1 Background ...................................................................................................................... 1 1.2 Problem discussion ........................................................................................................... 1 1.3 Purpose and research questions ........................................................................................ 3 1.4 Delimitations .................................................................................................................... 3 1.5 Thesis layout ..................................................................................................................... 3 2. Theoretical framework ........................................................................................................... 4 2.1 Branding ........................................................................................................................... 4 2.1.1 Brand image, position and identity ............................................................................ 4 2.1.2 Defining branding ...................................................................................................... 4 2.1.3 Corporate, place and employee branding ................................................................... 5 2.1.4 Branding communication strategies ........................................................................... 6 2.2 Social media ..................................................................................................................... 6 2.3 Branding in social media .................................................................................................. 7 2.3.1 Today ......................................................................................................................... 7 2.3.2 Platform ...................................................................................................................... 8 2.3.3 Strategy ...................................................................................................................... 8 2.3.4 Program .................................................................................................................... 11 2.3.5 Anchoring ................................................................................................................ 11 2.3.6 Evaluate .................................................................................................................... 11 2.4 Conceptual framework ................................................................................................... 11 3. Methodology ........................................................................................................................ 13 3.1 Research approach .......................................................................................................... 13 3.1.1 A qualitative research............................................................................................... 13 3.1.2 A deductive approach............................................................................................... 14 3.2 Research strategy ............................................................................................................ 14 3.2.1 Multiple case studies ................................................................................................ 14 3.2.2 Case selections ......................................................................................................... 15 3.3 Data collection ................................................................................................................ 16 3.3.1 Primary data ............................................................................................................. 16 3.3.2 Secondary data ......................................................................................................... 17 iii 3.4 Data analysis ................................................................................................................... 18 3.5 Research criteria ............................................................................................................. 18 4. Empirical data ...................................................................................................................... 20 4.1 Halmstad ......................................................................................................................... 20 4.2 Falkenberg ...................................................................................................................... 24 4.3 Ängelholm ...................................................................................................................... 29 5. Analysis ................................................................................................................................ 33 5.1 Today - perceived image ................................................................................................ 33 5.2 Platform - branding goals ............................................................................................... 34 5.3 Strategy - branding strategies ......................................................................................... 37 5.4 Program - written guidelines .......................................................................................... 48 5.5 Anchoring - common understanding .............................................................................. 50 5.6 Evaluating branding strategies .......................................................................................
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