Masaryk University Faculty of Economics and Administration Field of study: Business Management SOCIAL MEDIA CAMPAIGN Master’s Thesis Supervisor: Author: doc. Ing. Alena KLAPALOVÁ, Ph.D. Ivan KOMLENOVIĆ Brno, 2020 MASARYKOVA UNIVERZITA Faculty of Economics and Administration MUNI Lipová 41a, 602 00 Brno IČ: 00216224 ECON DIČ: CZ00216224 Master's thesis description Academic year: 2019/2020 Student: Ivan Komlenović Field of Study: Business Management (Eng.) Title of the thesis/dissertation: Social media campaign Title of the thesis in English: Social media campaign Thesis objective, procedure and methods used: Objective of the thesis: The main objective of the thesis is to develop social media campaign for either company or product. Work flow and methods used in thesis: 1. Literature review on all relevant topics (e.g. social media, marketing commu- nication, communication strategy, communication campaign etc.), 2. analyses related to the managerial problem and future campaign, 3. campaign development and conclusions. Me- thods: all relevant methods for the research problem, e.g. se- condary data analysis, primary research (e.g. survey, in-depth interviews etc.), market analyses according to the specific cha- racter of managerial problem and context. Extent of graphics-related work: According to thesis supervisor’s instructions Extent of thesis without supplements: 60 – 80 pages Literature: PARENTE, D. and K. STRAUSBAUGH – HUTCHINSON. Ad- vertising Campaign Strategy: A Guide to Marketing Com- munication Plans. Boston: Cengage Learning, 2015. 432 s. ISBN 978-1-133-43480-1. DIMOFTE, C.V. and C. P. HAUGTVEDT. Consumer Psycho- logy in a Social Media World. 1st. : Routledge, 2015. 306 s. ISBN 978-0-7656-4694-1. HALLIGAN, Brian and Dharmesh SHAH. Inbound marketing : get found using Google, social media, and blogs. Hoboken, N.J.: Wiley, 2010. xxiii, 226. ISBN 9780470499313. GOSPE, Mike. Marketing campaign development. 1. vyd. Si- licon Valley: Happy About, 2008. 161 s. ISBN 978-1-60005- 077-0. BLANCHARD, O. Social media ROI: managing and measuring social media efforts in your organization.. Indianapolis: Que, 2011. 292 s. ISBN 978-0-7897-4741-9. BARKER, Melissa S., Donald BARKER, Nicholas F. BOR- MANN, Mary Lou ROBERTS and Debra L. ZAHAY. Social me- dia marketing : a strategic approach. Second edition. Boston: Cengage Learning, 2017. xv, 330. ISBN 9781305502758. EVANS, Dave. Social media marketing : an hour a day. India- napolis, Ind.: Wiley, 2008. xxii, 409. ISBN 9780470344026. Page 1 of 2 STERNE, Jim. Social media metrics : how to measure and opti- mize your marketing investment. Hoboken: John Wiley & Sons, 2010. xxxi, 240. ISBN 9780470583784. Thesis supervisor: doc. Ing. Alena Klapalová, Ph.D. Thesis supervisor’s department: Department of Corporate Economy Thesis assignment date: 2018/05/03 The deadline for the submission of Master’s thesis and uploading it into IS can be found in the academic year calendar. In Brno, date: 2020/01/06 Page 2 of 2 Abstract The aim of the thesis is to make a proper assessment of the fan engagement within English Football Clubs and a Facebook Page of the Fulham FC, that is a proffessional football association, all in order to propose a Social Media Campaign. To these purposes, the author made a research based on a questionnaire that is aimed to explore the fan engagements, as well as on the content analysis of the clubs’ official Fan Page. The thesis consists of the two parts – one is the theoretical framework, where the social media nature is analyzed, while the other one was practical part where data is presented, with the key findings and the proposal of the campaign, in accordance to the methods used – questionnaire and content analysis. Proposal consists of a big amount of suggested opportunition for the club to be successful in enabling a valuable fans’ interaction. Key words: Social Media, Social media Campaign, Facebook, Fulham, Football, England Statement of Authorship I hereby declare that I worked out the Diploma work “Social Media Campaign” myself, under the supervision of Ing. Alena Klapalová, Ph.D., and that I stated in it all the literary resources and other specialist sources used according to legislation, internal regulations of Masaryk University and internal management acts of Masaryk University and the Faculty of Economics and Administration. In Brno, Ivan Komlenović ACKNOWLEDGEMENTS I would like to thank to all people that contributed to finishing my thesis. Firstly, to my mentor Ms Klapalova, who gave me a lots of ideas on how this should be done as well as for the fact that she had enough patience with me. I would like to thank to my family, and all friends who supported me, during my education. There are not enough words to emphasize this fact. A special and a huge gratefulness I would like to express to my beloved little turtle whom I met while it was eagerly looking for a water in the forest. Since then, my beloved turtle is my biggest inspiration. Content INTRODUCTION ...................................................................................................................... 1 1.1 Problem Area .................................................................................................................... 2 1.2 Research Objective ............................................................................................................ 3 1.3 Research Questions ........................................................................................................... 3 2 METHODOLOGY .................................................................................................................. 4 2.1 Research Approach .......................................................................................................... 4 2.2 Research Design ................................................................................................................ 5 2.3 Research Methods ............................................................................................................. 6 2.4 Data Collection .................................................................................................................. 7 2.4.1 Questionnaire .............................................................................................................. 7 2.4.2 Content Analysis ........................................................................................................ 9 2.5 Data Analysis .................................................................................................................. 10 3 THEORETICAL FRAMEWORK ......................................................................................... 11 3.1 Social Media .................................................................................................................... 11 3.1.1 Social Media Definition ........................................................................................... 11 3.1.2 Social Media Community ......................................................................................... 13 3.1.3 Social Media Tools ................................................................................................... 16 3.1.4 Social Media Metrics ................................................................................................ 19 3.2 Socia Media Campaign ................................................................................................... 22 3.3 Social Media Strategy ..................................................................................................... 25 3.3.1 Social Media Tactics ................................................................................................ 28 3.4 Social Media ROI ............................................................................................................ 29 3.5 Social Media and Sports - Social Media and Football .................................................... 31 4 RESULTS AND FINDINGS ................................................................................................. 34 4.1 Premier League and EFL Championship ........................................................................ 34 4.2 Fulham FC ....................................................................................................................... 35 4.3 Questionnaire .................................................................................................................. 35 4.4 Content Analysis ............................................................................................................. 41 4.5 Proposal ........................................................................................................................... 47 5 CONCLUSION ...................................................................................................................... 49 5.1 Limitations ...................................................................................................................... 51 PUBLICATION BIBLIOGRAPHY ......................................................................................... 52 APPENDIX I ............................................................................................................................ 58 APPENDIX II ........................................................................................................................... 64 LIST OF FIGURES AND TABLES Table 1 – Coding Table 2 - Social Media Measurement in SMEs – BCCP goals and metrics Table 3 - Championship Social Media Table Table