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A Case Study in Tobacco Industry ` HELLENIC OPEN UNIVERSITY SCHOOL OF SOCIAL SCIENCES Postgraduate Dissertation Social media marketing and evaluation metrics: A case study in Tobacco Industry Zygourou Afroditi Supervisor: Bellou Victoria - Maria Patras, Greece, July 2019 Theses / Dissertations remain the intellectual property of students (“authors/creators”), but in the context of open access policy they grant to the HOU a non-exclusive license to use the right of reproduction, customisation, public lending, presentation to an audience and digital dissemination thereof internationally, in electronic form and by any means for teaching and research purposes, for no fee and throughout the duration of intellectual property rights. Free access to the full text for studying and reading does not in any way mean that the author/creator shall allocate his/her intellectual property rights, nor shall he/she allow the reproduction, republication, copy, storage, sale, commercial use, transmission, distribution, publication, execution, downloading, uploading, translating, modifying in any way, of any part or summary of the dissertation, without the explicit prior written consent of the author/creator. Creators retain all their moral and property rights. Social media marketing and evaluation metrics: A case study in Tobacco Industry Zygourou Afroditi Supervising Committee Supervisor: Co-Supervisor: Bellou Victoria- Maria Grougiou Vassiliki Patras, Greece, July 2019 Zygourou Afroditi , “Social media marketing and evaluation metrics: A case study in tobacco industry” “Special thanks to my supervisors, that guided me through this thesis with their valuable feedback and input. Also, big thanks to my lovely family and friends for their support and to my colleagues from Papastratos that provided me with all the necessary information. I dedicate this thesis to my father that had been my biggest supporter and my ultimate role model in life” Postgraduate Dissertation iv Zygourou Afroditi , “Social media marketing and evaluation metrics: A case study in tobacco industry” Abstract Social networking has been constantly increasing in popularity during the past decade. Millions of users have been using social media platforms, offering companies a new marketing vehicle and a significant opportunity. While companies have started incorporating social media into their media mix, the need to evaluate their social media campaigns and calculate return of investment is imperative, but still a vague area for many of them. The necessity of measuring social media performance becomes more important as companies invest more resources in social media than traditional ones. In this thesis, we define basic characteristics of social media and present the most popular of them. Additionally, benefits and risks from social media campaigns are analyzed. We also emphasize on how and why social media are being used for different business objectives and which are the necessary metrics a company should monitor in order to evaluate social media campaigns. The analysis moves further, by presenting a case study in tobacco industry, which is a heavily regulated environment and we explore the case of Papastratos that launched in 2017 its first social media campaign. We go through two major campaigns that aimed to increase awareness about several of the firm’s initiatives. We present the key metrics that were used by the organization for campaign and evaluation and how this affected business decisions. The main findings of this thesis is that social media helped Papastratos increase total awareness, share effectively corporate messages and reach effectively targeted audience. Content was very relatable to viewers, including employees in their everyday life and was very engaging and popular. Also, the metrics monitoring helped Papastratos extract learnings that were applied in the rest social media campaigns. As Papastratos is currently the only Greek tobacco company with heated tobacco products that uses social media for corporate awareness purposes, we cannot compare with similar companies for now. Future studies in tobacco industry will help set a framework for successful social media management in this area. Keywords Social Media ,marketing, metrics, awareness, tobacco industry. Postgraduate Dissertation v Zygourou Afroditi , “Social media marketing and evaluation metrics: A case study in tobacco industry” Περίληψη Τα μέσα κοινωνικής δικτύωσης γίνονται όλο και πιο δημοφιλή τα τελευταία χρόνια. Εκατομμύρια χρήστες χρησιμοποιούν τις αντίστοιχες πλατφόρμες προσφέροντας στις εταιρίες ένα καινούριο μέσω διαφήμισης και μια σημαντική ευκαιρία. Παρότι οι εταιρίες ενσωματώνουν τα κοινωνικά δίκτυα στο σύνολο των ενεργειών προώθησης, η ανάγκη για αξιολόγηση αυτής της πρακτικής γίνεται επιτακτική από ποτέ, ωστόσο παραμένει σε πολλές περιπτώσεις ασαφής και αχαρτογράφητη. Η ανάγκη μέτρησης της επίδοσης του μάρκετινγκ κοινωνικών δικτύων γίνεται εντονότερη καθώς σε πολλές περιπτώσεις οι εταιρίες επενδύουν παραπάνω χρόνο και χρήμα συγκριτικά με τις παραδοσιακές μεθόδους. Σε αυτή την διπλωματική εργασία, ορίζουμε τα κύρια χαρακτηριστικά των κοινωνικών δικτύων και παρουσιάζουμε τα πιο δημοφιλή από αυτά, την δεδομένη χρονική στιγμή. Επιπρόσθετα, τα πλεονεκτήματα και τα μειονεκτήματα τέτοιων τεχνικών αναλύονται. Επίσης, δίνουμε έμφασης το πώς και γιατί τα κοινωνικά δίκτυα χρησιμοποιούνται για διαφορετικούς εταιρικούς στόχους και ποιοι είναι οι ενδεδειγμένοι δείκτες που πρέπει να παρακολουθεί η κάθε εταιρία για να αξιολογήσει τις ενέργειες της. Η ανάλυση εμβαθύνει περαιτέρω, παρουσιάζοντας μια μελέτη περίπτωσης στον κλάδο της καπνοβιομηχανίας ο οποίος διέπεται από πολλούς περιορισμούς και νόμους όσον αφορά τη διαφήμιση. Συγκεκριμένα, αναλύουμε την περίπτωση της «Παπαστράτος» η οποία λάνσαρε για πρώτη φορά την πρώτη της ενέργεια στα κοινωνικά δίκτυα. Θα ερευνήσουμε δύο σημαντικές ενέργειες που είχαν στόχο την αύξηση της αναγνωρισιμότητας διάφορων πρωτοβουλιών της εταιρείας. Παρουσιάζουμε τους δείκτες που χρησιμοποίησε η εταιρία για να αξιολογήσει αυτές τις ενέργειες και ερευνούμε πως αυτό επηρέασε άλλες αποφάσεις. Τα κύρια ευρήματα της εργασίας αυτής είναι ότι τα κοινωνικά δίκτυα βοήθησαν επιτυχώς την «Παπαστράτος» να αυξήσει την αναγνωρισιμότητα της και να προωθήσει επιτυχώς και αποτελεσματικά μηνύματα σε συγκεκριμένους πληθυσμούς. Το περιεχόμενο των ενεργειών περιελάμβανε πραγματικούς υπαλλήλους της εταιρίας μέσα στην καθημερινότητα τους και έγινε πολύ αποδεκτό από τους χρήστες, δημιουργώντας σχόλια και συζητήσεις. Η αξιολόγηση αυτών των ενεργειών έδωσε στην εταιρία πολύτιμη γνώση που εφάρμοσε και σε άλλες ενέργειες στα κοινωνικά δίκτυα. Μιας και η «Παπαστράτος» είναι η μόνη εταιρία στον κλάδο με προϊόντα θερμαινόμενου καπνού που χρησιμοποιεί τα κοινωνικά δίκτυα με αυτό το στόχο δεν μπορούμε να οδηγηθούμε σε σύγκριση με άλλες Postgraduate Dissertation vi Zygourou Afroditi , “Social media marketing and evaluation metrics: A case study in tobacco industry” εταιρίες του κλάδου. Μελλοντικές έρευνες στην καπνοβιομηχανία θα βοηθήσουν ώστε να τεθεί ένα πλαίσιο για επιτυχημένο μάρκετινγκ κοινωνικών δικτύων στον κλάδο. Λέξεις – Κλειδιά Κοινωνικα δίκτυα, μάρκετινγκ, δείκτες αξιολόγησης, αναγνωρισιμότητα μάρκας, καπνοβιομηχανία. Postgraduate Dissertation vii Zygourou Afroditi , “Social media marketing and evaluation metrics: A case study in tobacco industry” Table of Contents Abstract ................................................................................................................................. v Περίληψη.............................................................................................................................. vi Table of Contents ............................................................................................................... viii List of Abbreviations ............................................................................................................ ix List of Figures ....................................................................................................................... x List of Tables ........................................................................................................................ xi 1 Introduction ................................................................................................................... 1 1.1 Necessity of the study ............................................................................................. 1 1.2 Objective of the dissertation ................................................................................... 2 1.3 Structure of the dissertation .................................................................................... 3 2 Digital Marketing .......................................................................................................... 4 2.1 The Web 2.0 ................................................................................................................ 4 2.2 From traditional marketing to digital marketing ......................................................... 5 3 Social Media Marketing as a form of Digital marketing .............................................. 9 3.1 Social Media ................................................................................................................ 9 3.1.1 Facebook ....................................................................................................... 10 3.1.2 YouTube ........................................................................................................ 10 3.1.3 Twitter ..........................................................................................................
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