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FINAL THESIS

Lillebaelt Academy of Professional Higher Education

Class: ECO1411-ECInt (3 sem EC)

Mindaugas Mazrimas

E - Concept Development

Keystrokes: 57,930

Date of delivery: 14/12/2015

CPR: 120993-3353

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Table of Contents Executive summary .................................................................................................................................. 4

Introduction ............................................................................................................................................. 6

Problem Definition ................................................................................................................................... 8

Research .................................................................................................................................................. 9

Social media in Denmark ...................................................................................................................... 9

Facebook.......................................................................................................................................... 9

Instagram ....................................................................................................................................... 10

Twitter ........................................................................................................................................... 10

Snapchat ......................................................................................................................................... 11

LinkedIn .......................................................................................................................................... 11

Google+ .......................................................................................................................................... 11

Sub – conclusion ................................................................................................................................ 12

Previous year's promotion .................................................................................................................. 12

Sub – conclusion ................................................................................................................................ 12

Targeted audience .............................................................................................................................. 13

Sub – conclusion ................................................................................................................................. 13

Online performance `15...................................................................................................................... 14

Instagram ....................................................................................................................................... 14

Twitter ........................................................................................................................................... 15

Google+ ......................................................................................................................................... 16

YouTube .......................................................................................................................................... 17

Google Analytics ............................................................................................................................. 17

LinkedIn ......................................................................................................................................... 18

Facebook........................................................................................................................................ 18

Sub – conclusion ................................................................................................................................ 20

Questionnaire analysis ....................................................................................................................... 20

Research conclusion ........................................................................................................................... 22

Analysis ................................................................................................................................................. 23

Personas ............................................................................................................................................ 23

Sub – conclusion ................................................................................................................................ 26

Objectives (KPI) ................................................................................................................................. 27

Sub - conclusion ................................................................................................................................. 30

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Case studies ....................................................................................................................................... 30

Sub – conclusion ................................................................................................................................. 33

Transmedia storytelling ...................................................................................................................... 33

Sub – conclusion ................................................................................................................................. 33

Analysis conclusion ............................................................................................................................ 34

The Concept .......................................................................................................................................... 35

Social media guidelines ...................................................................................................................... 35

Facebook........................................................................................................................................ 36

Instagram ........................................................................................................................................ 37

Twitter ............................................................................................................................................ 37

LinkedIn .......................................................................................................................................... 37

Google+ ......................................................................................................................................... 38

YouTube ......................................................................................................................................... 38

Sub-conclusion ................................................................................................................................... 38

Double-tap Campaign ........................................................................................................................ 38

Sub-conclusion ................................................................................................................................... 43

Guess the Company campaign ........................................................................................................... 43

Sub – conclusion ................................................................................................................................ 46

Conclusion ............................................................................................................................................. 47

Bibliography .......................................................................................................................................... 48

Internet sources ................................................................................................................................. 48

Books and articles .............................................................................................................................. 50

Appendix ............................................................................................................................................... 51

Appendix 1 – Instagram posts ............................................................................................................. 51

Appendix 2 – Twitter analytics ........................................................................................................... 53

Appendix 3 – YouTube analytics ....................................................................................................... 54

Appendix 4 – Google analytics ........................................................................................................... 55

Appendix 5 – Facebook analytics ........................................................................................................ 56

Appendix 6 – Questionnaire results .................................................................................................... 58

Appendix 7 – Facebook targeting ....................................................................................................... 67

Appendix 8 – Inspirational board ........................................................................................................ 69

Appendix 9 – Speakers announcement .............................................................................................. 70

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Executive summary

The problem my concept targets is the low audience on the Factory of Imagination's social

media channels. Improving the performance is going to be done through creating a

strategy, which can be used by the volunteers. The solution focuses on how the various

platforms should be managed, what needs to be tracked in order to reach the SMART goals

and how to increase the brand awareness.

In order to come up and develop the concept, I applied various research methods and

collected data from many sources, in addition to collecting my own data through a

questionnaire.

I have collected data on social media trends in Denmark, analyzed how the Factory of

Imagination promoted itself the previous year and what was their target group. Moreover, I

have evaluated the way the organization performed and what was done on different social

media channels; and inspected the insights from the questionnaire on social media in order

to validate my other research, in addition to getting further understanding of the subject.

The results from this research indicated several highly relevant conclusions for my concept:

- Facebook and Instagram are the most popular social media platforms in Denmark

among the targeted audience.

- The targeted audience is broad, therefore there is an extensive spectrum of

possibilities for the Factory of Imagination to gain new followers.

- Insights on the targeted audience's demographics and behavior.

In pursuance of analysing the Factory of Imagination's target audience, I have created

personas, which my concept would target based on the demographics and behavioral

research. The personas were presenting people, who have particular interests, study in

Denmark and have certain goals. They are interested in technology, design, marketing and

innovation; and study in one of the educational institutions in Odense. They are always

looking for inspiration and do something they enjoy. The concept targets both genders, but

the primary age focus is between 18 and 24, and the secondary focus is between 25 and 34 -

mainly students and graduates.

To ensure that the Factory of Imagination's marketing team is going towards the SMART

goals, the KPI graph has been created for both Facebook and Instagram. By tracking social

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media performance every week, we will be able to see, whether the developed strategies

work or not; what particularly needs to be improved and how far from the goal the Factory

of Imagination is.

Based on personas and with the support of Facebook Analytics tool, the case studies were

conducted. They were based on the targeted audience's interests, due to the ability of

checking other liked pages of the Facebook users. By doing so, I was able to find certain

patterns and get new insights and inspiration for the concept development.

I have discussed the first draft of the story behind the FOI with the volunteers and the

founders in the interest of incorporating the storyline of the upcoming event into the

concept through creation of a special social media conversation style and graphics.

Based on the findings, I have developed the social media guidelines for the Factory of

Imagination's volunteers in order to keep the spoken and visual style consistent throughout

all the platforms. Moreover, it provides information on the type of content which should be

used.

In addition to that, two campaigns were created - one for Instagram and one for Facebok.

These campaigns will support increasing the Factory of Imagination's brand awareness on

social media channels, as well as to increasing the audience on the various platforms by

100% in 4 months.

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Introduction

Factory of Imagination1 is a unique event, founded by two inspiring persons, Adam

Montandon and Steffie Limere, and it is sponsored by EAL2. As the name itself suggests, it

is an event, where people are encouraged to get inspired and create ideas; where the

audience gets insights from various speakers through their presentations and

masterclasses. The concept is based on the idea of developing a creative way of thinking, as

opposed to developing physical things.

Factory of Imagination by itself is maintained mostly with the help of its volunteers. Each

year, the heads of the organization are selecting people to work within different teams. In

preparation for the last year's event, I had been lucky enough to be selected to be a part of

the online/offline marketing team, where I have mainly been working within design. This

possibility inspired me to focus my report on improving the FOI's online performance, as I

have acquired a deep understanding of how the organisation works and which areas of

operation can be improved.

During my internship, I had a great opportunity to work for a creative agency, where I have

improved my skills and knowledge in many subjects, among which was social media

content generation and management. Therefore I have gained insights, which have helped

me develop the concept for improving the performance of the Factory of Imagination

within this particular area.

The co-founder of the Factory of Imagination, Adam Montandon, has asked me to do a

social media "clean-up" with a general goal to increase the number of social media

followers by 100%.

In order for the concept to be well thought out and designed, I have chosen to define the

goal through the SMART criteria3 which has greatly helped me to achieve it. The SMART

goal is defined as specific, measurable, achievable, realistic and time-bound.

- Specific - The Factory of Imagination will increase Facebook and Instagram

followers number by 100% within four months.

1 http://factoryofimagination.com 2 https://www.eal.dk 3 http://www.techrepublic.com/article/use-smart-goals-to-launch-management-by-objectives-plan

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- Measurable - The goal is measurable, since after the appointed time it will be

possible to compare the numbers through the social media analytics

- Achievable - Factory of Imagination will launch social media campaign through

which it is going to achieve the set goal.

- Realistic - The goal is realistic, as this time the event is going to be bigger and it has

the advantage of already having a certain buzz (it is not a brand new concept).

- Time-bound - The goal is set to be achieved within four months from starting the

campaign.

SMART goal:

The Factory of Imagination will increase social media follower number by 100% in 4

months, by launching social media campaigns and measure the progress by tracking social

media insights. This will allow the organisation to bring more people to the event and

create a buzz.

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Problem Definition

In order to strengthen the brand awareness and expand itself, the Factory of Imagination

has to improve its social media channels performance through a concept solution. This

report aims to answer the following:

- Which audience the Factory of Imagination aims to reach?

- How to stay consistent in terms of the communication style on all of the social

media platforms?

- How to reach the Factory of Imagination's social media goals?

- What kind of strategies need to be developed in order to strengthen brand

awareness on different platforms?

This problem definition was formulated on the basis, that I was given a task by the Factory

of Imagination to develop a solution for them, which could increase the number of

followers on different social media channels by 100%. As such, this problem definition is a

planning problem4 as I have been set some predetermined goals and are tasked with

finding a solution on how to reach this goal.

4 Bitsch Olsen (2005): p. 28-29

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Research

In order to get a good understanding of the FOI's overall situation, I have conducted

research within social media situation in Denmark, the online performance of the Factory of

Imagination in 2015 and defined the audience the organization wants to reach. I used

quantitative and qualitative research methods for the sake of getting as much information

as I can about the establishment, its social media and the targeted audience. The

paragraphs below explain this process.

Social media in Denmark

Nowadays more and more businesses use or start using social media to improve their brand

awareness, drive website traffic and engage with their followers5. As the numbers of social

media users are growing each year worldwide6 Denmark as a country is not an exception

here7. Businesses have exactly what they need - space where they can promote themselves

or the product and the possibility to constantly grow the network. Each channel gives the

opportunity to reach different audiences in a variety of ways. For businesses it is important

to know where their audience is and in what ways companies can communicate with them.

Facebook In Denmark Facebook has around 3 - 3.5 million users8.

The majority of the Danes on Facebook is between 25 - 34 years old, both male and female.

In all age groups, there are more women, but only about 2%. The highest level of education

reached based on self-reported data from people on Facebook is the university level. The

industries, which people are likely to work in based on self-reported data on Facebook are

arts, entertainment, sports and media (17%), management (21%), and administrative

(23%).

Facebook users in Denmark have liked (followed) around 21 pages each. Within 30 days, the

Danish users write around 8 comments, like 16 posts and share 2. The number of clicked

5 http://www.socialmediatoday.com/content/8-compelling-reasons-why-you-should-be-using-social-media 6 http://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ 7 http://www.statista.com/statistics/260749/number-of-social-network-users-in-denmark/ 8 https://www.facebook.com/ads/audience_insights/people?act=90981891&age=18-&country=US

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adverts by the Danish users is around 10. Most of the audience uses both mobile and

desktop devices (63%) to access Facebook. 24% of the audience uses only mobile and 12%

only desktop. Most commonly used specific devices to use Facebook are a computer (33%)

and an Iphone/Ipod (24%).

All the gathered information is provided by Facebook Audience Insights9.

The things people like about Facebook is to see photos and videos from friends, share life

updates and get comments and likes on their own posts. On the other hand, people do not

like when their friends or businesses share too much10.

Instagram Instagram has around 1.3 million users11. 58% of them are women. The biggest age group

using Instagram is 18 - 24 years old (32%).

Over 2013, the number of Instagram active monthly users in Denmark has increased by 55%

and it is still growing12. Businesses nowadays are entering the Instagram platform in

Denmark to increase their brand awareness and communicate with their audience visually.

By creating various of campaigns, companies like “Roskilde Festival” and “Visit

Copenhagen” have experienced a major increase in the number of their audiences13.

Twitter In Denmark there is 270.000 Twitter users14, but at least half of them are inactive15. Based

on my internship company’s (Bach & McKenzie) research in 2014, 59% of users are female.

The biggest audience consists of the age group of 13 - 24 year olds16.

Twitter by itself is more used for live updates; thoughts or information is limited to a

maximum of 140 characters.

9 http://insights.fb.com/ 10 http://www.entrepreneur.com/article/231232 11 https://napoleoncat.com/blog/en/instagram-user-demographics-in-selected-european-countries/ 12 http://www.thelocal.dk/20150123/danish-media-trends-snapchat-instagram-facebook-twitter 13 https://millwardbrowndenmark.wordpress.com/2013/08/13/instagram-in-the-danish-market/ 14 http://www.mvfglobal.com/denmark 15 http://www.thelocal.dk/20150123/danish-media-trends-snapchat-instagram-facebook-twitter 16 https://www.instagram.com/p/kPXHP1COax/?taken-by=bachmckenzie

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Snapchat Snapchat has around 890.000 Danish users. It is mostly popular among young Danes - half

of all 12-19 year olds and a quarter of all 20 - 29 year olds17.

Snapchat is a mobile based social media platform, which lets you capture videos and

photos and share them between friends you have added to your friends list or share it as a

story. After a few seconds the content disappears forever, unless you make a screenshot.

Advertisers now are taking over Snapchat as a powerful tool to engage with their followers

and tell stories. Some of the brands already took this platform seriously by creating

campaigns and the results speak for themselves18.

LinkedIn LinkedIn in Denmark has around 510.000 users and 2 million visits per month19.

It is a business-orientated social network, which is used not only for personal profiles, but

also for businesses. For both, it is a great platform to expand your professional network. For

personal use it is used as a digital CV with recommendations, skills and other relevant

information. For businesses it is a great tool to tell honest, professional story of your

company and find new employees20.

Google+ There is no detailed information on how many users in Denmark have a Google Plus

account. But the fact is, many people have accounts on this social media platform just

because they are using one or another google product, which creates a Google Plus account

automatically. However, it does not mean that those users are posting or visiting Google

Plus21. On the other hand, using a Google Plus account influences the SEO positively, which

leads to more views, web traffic or conversations22.

17 http://www.thelocal.dk/20150123/danish-media-trends-snapchat-instagram-facebook-twitter 18 https://econsultancy.com/blog/66867-five-seriously-creative-snapchat-campaigns-and-their-results/ 19 http://www.mvfglobal.com/denmark 20 https://www.mindtools.com/pages/article/linkedin.htm 21 http://www.business2community.com/google-plus/is-google-plus-a-useless-social-network-see-the-stats-01238782#WT7jlC1RC83bRTao.97 22 http://www.socialmediaexaminer.com/how-you-can-use-google-plus-to-impact-search/

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Sub – conclusion Presented data shows, that the most popular social media channels in Denmark are

Facebook and Instagram. In addition, if we are taking into consideration the younger

audience, also Snapchat. LinkedIn is popular as well, but in a more professional

environment. Twitter and Google Plus on the other hand are not as popular among Danes,

but both have got their own advantages.

Previous year's promotion

The first Factory of Imagination event was promoted in two ways: online and offline.

For the online promotion, a several different social media channels were created, in

addition to the official website. All the reach, which was gained on social media channels

was organic and the statistics can be viewed at any time.

For the offline promotion, flyers and posters were created. The posters were hung in

different colleges/universities across Odense and Copenhagen, whereas the flyers were

given out to students during several promotion days.

As the event was a brand new and an unknown concept to the public, it was difficult to

promote the event as a brand. For that reason, the main message, which was supposed to

attract attention was presenting the companies, for which the speakers worked, as

opposed to the speakers themselves. The main push was for Google and NASA.

Sub – conclusion It is more important to focus on the online marketing then offline. The online marketing

can be specifically targeted and tracked, strategies can be immediately changed, based on

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the market. The offline marketing often requires print costs and it requires more staff when

using offline tools to market than the online one23.

Targeted audience As it is stated on the official Factory of Imagination page24, the event is targeting students.

Last year, the event featured around 400 tickets both for students and businesses. The

main focus were students or graduates from different EAL departments. The information

was gathered from one of the volunteers, Adina Rizga. This year, the Factory of

Imagination plan (which has been announced during the informational meeting) is to

gather 800 students and businesses in total. It means, that when the amount of tickets

increases, the audience should increase as well. This time around FOI is not going to be

focusing only on the EAL students - the tickets are going to be available for anyone.

Based on the information from the official EAL website, there are around 3300 students,

both in Vejle and Odense, currently studying at the Academy25. At SDU, there are around

12 000 students26. Of course, if we would count other universities (also outside of Odense),

the total number of students would increase even more.

Sub – conclusion All in all, it is just a small part who is following Factory of Imagination. So there is a lot of

possibilities to advertise the event, increase the social media performance and attract new

possible attendees to the FOI.

23 http://www.entrepreneurcountryglobal.com/zoo/item/the-benefits-of-online-marketing-vs-offline-marketing 24 http://factoryofimagination.com/about 25 https://www.eal.dk/international/about-us 26 http://www.sdu.dk/en/om_sdu/byerne/odense

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Online performance `15

All social media platforms have been running since February 2015. It is important to

monitor on a regular basis, how different social media channels progress, in order to find

out what works and what doesn't. The Factory of Imagination has 6 different channels:

Facebook, Twitter, Instagram, LinkedIn, Google+ and Youtube. Some of these social

platforms provide analytics and some of them don't. In the latter case, the information

needs to be observed, based on the likes, comments or other provided information.

The social media platforms give insights on the current situation, but so does the website.

In order to look into the website data, Google Analytics has been used.

Instagram

(Retrieved 11/11/2015)

As of November 2015, the Factory of Imagination account has 125 posts, 183 followers and

by itself is following 30 profiles. The posts consist of backstage photos, volunteers, event

venue, how it was built, as well as interesting posts/re-posts about the companies, for

which the speakers were working for. Furthermore, some of the content is video-based.

The activity peak of interaction with the public was from the event day. Some of the most

liked photos can be seen in Appendix 1.

The average likes per photo are 15-20, however the number of comments is low. That

means the two-way conversation is not working for the Factory of Imagination and the

approach needs to be reconsidered.

All the posts come together with a short message or a story and they are followed by these

most used hashtags: #ealdk (835 mentions), #denmark (4.013.928 mentions), #odense

(228.274 mentions), #factoryofimagination (217 mentions), #dartocreate (821 mentions),

#google (1.891.821), #robotics (107.848 mentions), #nasa (802.365 mentions), #aerovelo

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(123 mentions). The hashtags help to spread the message across different social media

channels and target the specific audience with keywords – hashtags27. All statistics of the

hashtag mentions were taken from Iconosquare28, because Instagram is not providing its

own analytics tool. Iconosquare is free and provides a basic analytic tool. Additional

hashtags were used depending on the photo content.

Most of the photos were tagged by a location where it was taken. However, the photos

with speakers, volunteers or other persons weren’t checked-in for location in the Instagram

photos.

The posting was done usually 5 days per week (in a period from 02/2015 util 07/2015), once

a day between 13.00 and 17.00.

In order to improve its Instagram performance, the Factory of Imagination needs to create

more compelling content29 and start tagging people on photos to increase conversation

and engagement. Moreover, in order to reach the audience in full, the Factory of

Imagination needs to find out the best posting time.

Twitter

(Retrieved 11/11/2015)

The Factory of Imagination Twitter account has 285 tweets, from which there are 75 likes in

total, 101 followers and 115 being followed.

Most of the tweets are from Instagram, YouTube and retweets from other users who were

excited and inspired by the event. In addition, there are tweets that include important

information about the speakers, tickets and event date. Most of the tweeting was done live

on-site during the event.

27 http://www.forbes.com/sites/stevecooper/2013/03/31/5-reasons-businesses-should-care-about-hashtags 28 http://www.Iconosquare.com 29 http://contentmarketinginstitute.com/2015/09/create-compelling-content-2/

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Based on the Twitter analytics30, in February, the Factory of Imagination reached 41 new

followers. It was the only month with such a high number of new followers. Most of these

new users were volunteers and their friends, as the account launched in February31.

The most successful month was May, when the Factory of Imagination event happened.

That month had the highest number of tweets (131), from which it got 12,4k tweet

impressions32, which means it was reached the widest audience. That month, the Factory of

Imagination's profile also got 1160 visits, 72 mentions and 27 new followers33.

Twitter analytics also gives insights on the audience following the Factory of Imagination.

Their top interests are shown in the Appendix 2 –Twitter analytics, interests.

After the event, there have been only a few posts and they haven’t led to any major

changes on the Twitter account.

In order to improve the Twitter performance, Factory of Imagination needs to increase

mentions, by encouraging speakers and audience to talk about the event. Even though

used hashtags help to spread the word among the targeted audience, increased mentions

would help reach even further in a word-of-mouth advertisement34.

Google+ There is no detailed information on how many users in Denmark have a Google Plus

account. But the fact is, many people have accounts on this social media platform just

because they are using one or another google product, which creates a Google Plus account

automatically. However, it does not mean that those users are posting or visiting Google

Plus35.

On other hand, in order to increase Google Search results, the posted content should be

mainly focused on the Factory of Imagination as a brand, their mission, vision and values.

30 www.analytics.twitter.com 31 See appendix 2 – Twitter analytics, February statistics 32 http://simplymeasured.com/definition/twitter-potential-impressions/#i.93b2tooezd4pst 33 See appendix 2 – Twitter analytics, May statistics 34 http://www.entrepreneur.com/encyclopedia/word-of-mouth-advertising 35 https://econsultancy.com/blog/66867-five-seriously-creative-snapchat-campaigns-and-their-results/

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These posts will increase Google search results about Factory of Imagination and appear

more often.

YouTube

The Factory of Imagination YouTube channel has 19 subscribers, 5 videos and 2115 views in

total (the numbers were gathered on 11-11-2015). The videos contain information about the

event, an invitation to the event and speakers announcements. The most liked and

watched video is the teaser36.

Unfortunately, it does not feature a YouTube channel trailer and links to other social media

channels at the top of the cover image.

According to the YouTube Analytics, the top geographic locations by watch time in 2015

are Denmark (77%), USA (2.4%), Slovakia (2.1). Gender by views: male (52%), female (48%).

Most of the traffic comes from external link (37%), unknown - embedded player (31%) and

67% watched videos using a computer. The videos have 33 likes, one dislike and 13 shares in

total. Most of the traffic lands from Facebook and top three devices are desktop, phone and

tablet37.

To improve its YouTube account, Factory of Imagination needs to optimize its profile in

full38 based on the brand style. Moreover, in order to increase the number of followers and

views, more videos should be uploaded.

Google Analytics The Factory of Imagination website data is as important as the other online channels'

performance. Based on the Google Analytics, it can be stated, that primary target group,

which is visiting the website are people between 25 and 34 years old, followed by category

of 18-24 year olds. The majority of the users is female (57.7%) and the remaining 42.3% is

male39.

36 https://www.youtube.com/watch?v=w02BMhbSOYE 37 See appendix 3 – YouTube analytics 38 http://www.brafton.com/infographics/top-10-ways-to-optimize-your-business-youtube-channel/ 39 See appendix 4 – Google analytics, demographics

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The statistics represents interests of the visitors of the Factory of Imagination's website,

based on the analytics40.

LinkedIn LinkedIn account has 84 followers (the number were collected on 11-11-2015). Most of the

content consist of graphics with quotes. The rest of the content is about the speakers and

the links to the official Factory of Imagination page. However, now that the official page is

updated and links have changed, the posts with a links are leading nowhere. The posts got

around 6 likes each.

LinkedIn as a social media platform, is more focused on businesses41. In this case, the posts

need to be written in a professional manner and feature more business orientated topics. If

there is a link included in the post, it must be consistent, so that it doesn't change after a

year. For example, instead of posting links from sub-categories, which could disappear after

a year, there must be posted a link with a consistent category.

Facebook

Factory of Imagination's Facebook page has 864 likes (the number were collected on 11-11-

2015). The content is about event updates, speakers and other related information. All the

posts include at least a link, a photo or a video, together with a small description. The

official hashtags for all the social media channels were as

follow: #factoryofimagination #daretocreate #creativeodense #ealdk.

As of November 2015, the Factory of Imagination's Facebook page is presenting low level of

activity. It does, however, have posts about new volunteer selection and an informational

meeting video. The page does not have “Call to Action” button42, which could lead to the

chosen page. It can be a website, video or signing-up for newsletter. It is one of free ways to

connect audience with different pages to broaden brand experience.

40 See appendix 4 – Google analytics, interests 41 http://whatis.techtarget.com/definition/LinkedIn 42 https://www.facebook.com/business/news/call-to-action-button

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Based on Facebook insights, the post reach is only organic, there was no paid advertising.

The biggest post reach was on 19th of May 2015. On that day there were 4 posts, from

which a post with a photo gallery got the biggest reach and most likes until today

(11/16/2015). The same post got 46.8K engagement43 and 114 likes, shares and comments.

Other posts which received increased post reach and engagement, include photos of the

Factory of Imagination team, where the volunteers are tagged in44.

Most of the Factory of Imagination's page followers are online from 18:00 until 22:00, based

on a weekly report. There is no difference between different days of the week - the number

of followers who are online is relatively stable45.

52% of the fans are female and 48% male. Primary age group of female fans is 18-24 years

old (23%), and secondary is 25 - 34 (19%). Primary age group of males is 25 - 34 (21%) and

secondary is 18 - 24 years old (17%).

The top 3 nationalities of the fans of the page are Denmark, UK and Lithuania. The top 3

cities are Odense, Copenhagen and Vilnius. In addition, the language most of the followers

speak are English and Danish46.

The external links, which drove people to the FOI's Facebook page were mostly the Factory

of Imagination's official website, as well as Google and Fronter47. Fronter is an educational

management tool for teachers to communicate with students. There were posted various

ads about the Factory of Imagination, that’s why this external link is one of the top ones.

Based on the analysis of the last year's performance, we can conclude, that the Factory of

Imagination should post more galleries, increase the number of tagged people and location

check-ins.

43 http://simplymeasured.com/blog/facebook-metrics-defined-engagement-rate/#sm.npzpdbovjd6juvu1lr89twke1 44 See appendix 5 – Facebook analytics, post reach 45 See appendix 5 – Facebook analytics, online behavior 46 See appendix 5 – Facebook analytics, demographics 47 fronter.com/eal

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Even though there are no tickets available yet, the Factory of Imagination needs to set up a

“Call to Action” function on Facebook. Moreover, the strategy which leads to other social

media channels needs to be developed.

Sub – conclusion To sum up, this research gave deeper understanding of what was happening on social

media and what kind of people were interested in the Factory of Imagination during 2015.

Due to this research it can be claimed that most used and followed social media channel is

Facebook, then Instagram and Twitter. Other social media channels were used once in a

while or at certain events.

Some of the channels which provided insights, helped to understand what kind of people

are interested in Factory of Imagination, what are their interests, age, demographics. This

research also uncovered the parts, that need to be redeveloped and certain strategies

created.

Questionnaire analysis

In order to come up with a concept for the company, I realized I needed to cross reference

the social media analytics data and get to know the target group a little bit better.

Therefore, in the Appendix 6, you will be able to find the full results of the inquiry. However,

below there will be presented most relevant results of it.

I was only able to get 60 answers, therefore this questionnaire cannot be reliable when

talking about the whole Denmark. Not only the number of answers is small, but also I could

not gather an equal number of each of the segments - age, gender, location. Nonetheless,

it turned out to be very useful in terms of getting to know the target group and their

preferences about social media.

1. Target group

55.9% of respondents are female and 44.1% are male. Most of them (56.7%) are 18 - 24

years old and 38.3% are in age group of 25 - 34. 36 respondents live in Denmark, Odense

city, where they are mostly studying at EAL in the field of Multimedia Design and

Communication or e-Concept Development. 31 of the respondents have interests in

21

technology, design, marketing and innovation. What’s worth noting is that 27 answers

include at least one of the following interests: sports, traveling and music.

2. Social media usage

Based on the survey, Facebook is the most popular and most used (the median48 number is

5) social media channel among target group. In the second place, by usage, comes

Instagram with median of 5, but less than Facebook. However, people are not using it as

often as Facebook. Third place - Snapchat (median of 4). 50% of the respondents are not

using Snapchat at all or just a little and other half is using it casually. Fourth place goes to

LinkedIn with a median of 3. The least used social media channels are Twitter and Google+

with median less than or equal to 2.

67.8% of respondents use their social media accounts in the evenings, between 17.00 and

21.00 o’clock. That means most of the interaction is be expected in the evening. That

means Factory of Imagination should reconsider posting time in order to reach the

audience in full.

3. Factory of Imagination advertising

61.7% of respondents have heard about Factory of Imagination mostly from friends

(teachers, colleagues) and different social media channels. 38.3% have not heard about

such an event or brand.

To sum up, based on the conducted questionnaire it can be stated, that social media

analytics data on the target group is correct. It also suggests to prioritize social media

channels, from most important to least.

In addition, the word-of-mouth and the social media marketing work well spreading the

brand awareness49 but it is also worth to think how to include the website into different

social media channels.

48 http://www.mathgoodies.com/lessons/vol8/median.html 49 http://www.socialmediaexaminer.com/word-of-mouth-with-ted-wright/

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Research conclusion

By doing this research, I was able to find out that Facebook and Instagram are the most

popular social media platforms in Denmark among the targeted audience. Moreover, the

information, which the social media tools provide based on data triangulation50 are correct

and can be used for further marketing development. It can be concluded, that primary age

group is 18 - 24 years old and secondary 25 - 34 years old. However, it should be kept in

mind, that Factory of Imagination is planning to invite more businesses to the event, which

should impact the target group. The strategies needs to also focus on that.

In the research, there was a mention of Snapchat, which is worth considering to implement

into the online marketing strategy of the Factory of Imagination. However, since the

number of this platform's users is still relatively low, and the majority is significantly

younger than the FOI target group, Snapchat can be for now kept out of the equation.

Though, it might be worth looking into it further in the future as a tool for storytelling. Like

for example the company Huawei did for their campaign51.

Additionally, this research uncovered the basis for what needs to be done in order to

increase brand awareness and create engagement on different social media platforms and

the website. Furthermore, it helped to get a better understanding of what kind of content

and strategy worked and didn’t last year. The research results will be used to analyze data

in the next section and to develop a strategy, which is going to help Factory of Imagination

strengthen their brand on different channels.

50 Rothbauer, Paulette (2008) "Triangulation." In Given, Lisa (Ed.), "The SAGE Encyclopedia of Qualitative Research Methods." Sage Publications. pp. 892-894 51 http://wersm.com/huawei-launched-the-first-finger-race-on-snapchat/

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Analysis

In order to sort down the research data, an analysis using different methods has been done.

This analysis' results will help to understand the problem better and uncover possible

solutions for the concept and the strategy.

Personas Personas are fictional characters created to represent the different user types within a

targeted demographic, attitude or behavior set that might use a site, brand or product in a

similar way52. Personas are very useful if we want to consider goals, desires and limitations

of users in order to make decisions about the product or service. Below there are presented

three personas of people, who have different demographics, goals, and environment.

Personas were created based on the conducted research (online performance and

questionnaire sections).

First Persona:

Fictional name: Mikkel Knudsen

Demographics:

22 years old

Graduated from Multimedia Design &

Communication at EAL.

Studying e-Concept Development at EAL,

Odense, Denmark.

Has a part - time job at a creative agency as a

designer.

He is Danish.

He is interested in sports, traveling, design and startups.

52 http://www.usability.gov/how-to-and-tools/methods/personas.html

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Goals and tasks:

He is active, social and creative. Because of the busy schedule at school and work he is

getting mentally tired, which has a result on his productivity.

- Constantly looking for a new ways to get motivated and creative.

- Looks for inspiration on the internet.

- Learning new stuff every day.

Environment:

At the Academy and at work he is mainly using a laptop, but during his free time he is

mostly using a smartphone.

He has a few social media accounts: Facebook, Instagram and LinkedIn. Most of the time

he is using Facebook to chat with his friends and look for updates. As he travels

occasionally, he likes to upload his photos to Instagram. Mikkel is using his LinkedIn

account for searching for new job opportunities. Most of the time he is online in the

evenings.

Quote:

“It is time to get some fresh air and new ideas!”

Second Persona:

Fictional name: Agneta Lindgren

Demographics:

26 years old

She just moved from Lithuania to Denmark,

Odense.

Studying masters in Global Marketing and

Innovation Management at SDU.

Unemployed.

Has a blog.

She is interested in innovation, advertisement and loves social media.

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Goals and tasks:

She likes to participate in discussions, get new perspectives on her ideas. She is struggling

to find like-minded people in the city.

- Writes a weekly blog about social media, idea generation and reviews about

ads.

- Follows influential people on social media.

- Keeps herself as busy as she can.

Environment:

Agneta always has a laptop or smartphone next to her.

She has social media accounts, like Facebook, Instagram and LinkedIn. She is always

connected to social media and keeps herself updated as often as she can. During big events

she is interested in, she's also using Twitter to participate in discussions with people from all

around the world. Most of the time, however, she uses Facebook and Instagram. Agneta is

using her LinkedIn account to announce a new blog post for people interested in the same

industry.

Quote:

“I have so many ideas, I just don’t know where to find like-minded people.”

Third Persona:

Fictional name: Bradley Andrews

Demographics:

20 years old

Studying Multimedia design & Communication

at EAL, Denmark, Odense.

Unemployed.

He is from Great Britain.

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He is interested in technologies, innovation, and science.

Goals and tasks:

He likes to follow news about what happens in the field of his interests. He likes to attend

various “geeky” events, but because he is unemployed, he usually can’t afford it.

- Likes to experiment.

- Looking for a casual freelance job to earn extra money.

- He is always researching.

Environment:

Most of the time Bradley is using a laptop.

He has Facebook and LinkedIn accounts. He is spending time on social media in the

morning and in the evening. On Facebook he is reading all the news from the industry and

on LinkedIn he is reading the news from companies he is interested in.

Quote: “I am definitely going to check out on the event!”

Sub – conclusion These personas are helpful to target the right audience with the right content on Facebook.

With Facebook audience analytics tool53, it is now possible to look, what kind of

pages/companies chosen audience likes. Based on these pages it can be seen what kind of

posts get the most engagement and these guidelines/examples can help the Factory of

Imagination perform even better. By following what kind of companies targeted audience

likes on Facebook, it can also be worth to look at other social media channels the same

companies have.

53 http://insights.fb.com/

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Objectives (KPI)

A performance indicator or Key Performance Indicator (KPI) is a type of performance

measurement54. KPIs helps to evaluate the success progress toward strategic goals. In this

case, the KPI will be used to ensure, that the Factory of Imagination's social media team will

be going the right direction, to achieve the goal. The KPI graph and explanation can be seen

below.

54 Carol Taylor Fitz-Gibbon (1990), "Performance indicators", BERA Dialogues (2), ISBN 978-1-85359-092-4

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The main goal, set by the co-founder of the Factory of Imagination, Adam Montandon, was

to to increase social media number of followers by 100%. The goal should be met over the

given period. In this case, as I know, that the whole marketing team will be grouped in the

middle of January and event is going to be at the end of April, the goal must be met in

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almost 4 months (from 15/01 till 28/04). In order to achieve this goal, Factory of Imagination

needs to create brand awareness in social media for targeted audience as the increased

brand awareness has direct impact on the reach.

As the data triangulation showed, two most popular social media channels among primary

(18-24 years old) and secondary (25-34 years old) target group is Facebook and Instagram.

That means, that Factory of Imagination should focus on these two social media platforms

in order to create wider and stronger brand awareness for targeted audience. The bottom

line for Facebook is 864 page likes and for Instagram 184 followers. That means, after 4

months of intense focus on these social media platforms, the numbers should be doubled -

Facebook: 1.728 and Instagram: 364.

To create strong brand awareness on Facebook, Factory of Imagination needs to increase

engagement and reach. To do so, based on personas and the help of the Facebook

Audience Insights, there will be guidelines, based on what the target group likes in real life

circumstances. As well as the campaign will be created.

To see how much closer we are to the goal and to check whether the Factory of Imagination

is going the right direction, performance metrics55 have been created according to the

chosen KPI. To measure increased engagement, Factory of Imagination needs to follow

these metrics:

Active followers - followers who actively interact and engage with the Factory of

Imagination.

Likes/shares - indication of whether or not the content is attractive to the audience.

Comments - measure how often the brand engages with the audience in a two-way

conversation.

To measure increased reach, Factory of Imagination needs to follow these metrics:

Total likes - the number of total growth of page likes.

Demographics - indicates, whether or not the content targets the right audience.

To measure the performance of all these metrics, page insights tool provided by Facebook

should be used.

55 http://smallbusiness.chron.com/good-performance-metric-58177.html

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To create strong brand awareness on Instagram, Factory of Imagination also needs to

increase engagement and reach. To do so, guidelines and campaign will be created. To

measure increased engagement, Factory of Imagination needs to follow these metrics:

Content likes - total and new likes.

Comments - measures how engaging is the content.

To measure increased reach, Factory of Imagination needs to follow this metric:

Followers - The total number of follower growth.

Instagram is not providing analytics tool yet, so the best, free alternative I could find that

shows the the number of these metrics is Iconosquare56.

Sub - conclusion To sum up, based on the experience from my internship, it is more than possible to meet

this goal with the right plan and the right execution. The goal and created tactics will keep

the Factory of Imagination moderator team focused and motivated. If the created social

media plan for Instagram and Facebook is not going to work, it will be clearly seen after the

first month, based on the KPI graph. That means, the posting plan needs to be reconsidered

and the posted content needs to be changed.

Case studies

Based on personas and with help of Facebook Analytics tool, case studies were conducted.

The case studies were conducted based on target group interests, to find out what exactly

they like on Facebook and how these pages are performing.

Moreover it will give inspiration to create creative posts. Below you can find three case

studies based on three different personas.

56 http://iconosquare.com/

31

Based on first persona, the following information has been added to Facebook Analytics

tool, which can be seen in the appendix 7 – Facebook targeting, first persona.

Top 3 pages targeted audience is interested in is “Humans of New York”, “How I Met Your

Mother ” and “Roskilde Festival”. The last one is event based page, which is the most

similar to Factory of Imagination. Above I will present the main points, which can be

learned and adapted to Factory of Imagination from the top three pages.

“Humans of New York” Facebook page:

- People like real, emotional stories.

- Every single post includes a photo.

“How I Met Your Mother” Facebook page:

- Recaps from the TV show.

- Every single post includes a photo, a video or a link.

- Using shots from the TV show to ask questions or to choose between answer A or B.

These posts has increased share and comment rates.

- Posts to remind about the major events.

“Roskilde Festival” Facebook page:

- Teasers for upcoming summer festival.

- All the posts have at least a photo or video and a link included in the description.

- Organizing “Q&A” sessions.

- Recaps from the last event.

- Tags musicians in the posts, uses hashtags.

- If they have a long video, the short version of it is uploaded to Facebook and full

version is uploaded to Youtube.

- Videos of the behind scene projects (graffiti painting, installation project).

Based on the second persona57, the top three pages are “TED”, “Captain Morgan”,

“Distortion”.

“TED” Facebook page:

57 See appendix 7 – Facebook targeting, second persona

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- Short versions of videos are uploaded to Facebook and full versions are on the

official web page.

- In order to introduce a video, quotes are used.

- Each post is educating.

“Captain Morgan” Facebook page:

- Video recipes how to make a cocktail.

- Photo galleries.

- Brand style is felt in every post.

“Distortion” Facebook page:

- Uses location tag in posts.

- Most of the posts are videos/recaps from the events.

Based on the third persona58 the top three pages are “For alle os som elsker at få beskeden:

"Jeres lærer er syg, i har fri"”, “I fucking love science” and “Youtube”. However, the first

page is irrelevant, because there is almost no content.

“I fucking love science” Facebook page:

- Industry relevant news, which redirects to the website.

- Video Infographics.

- Educational content.

- Post descriptions are short and to the point.

- DIY posts.

“Youtube” Facebook page:

- Posting inspirational, educational videos.

- Have separate posts, where Youtube announces about other social media channels

people can follow.

58 See appendix 7 – Facebook targeting, third persona

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Sub – conclusion To sum up, based on what kind of Facebook pages the Factory of Imagination's target

audience likes, the case studies were conducted. Due to the variety of pages, useful

patterns can be found, which can be turned into interesting post ideas.

Based on case studies the inspiration board59 has been created. It can be found in the

appendix 8 – Inspirational board.

Transmedia storytelling

Transmedia storytelling is a technique to tell a single story, experience across multiple,

different platforms in different formats60.

The first draft of the story behind this year's FOI, created by the volunteer team is as

follows:

“Factory of Imagination 2016 - The formula of Imagination

This time, we'll be bringing the formula for imagination, and again, across different disciplines

and sciences, not focusing only in one aspect, but pulling together a whole range of expert to

share their stories and inspirations, and the one ingredient they know best to fit in the

formula for imagination.”

The visual style according to the Factory of Imagination is going to be chemistry/test

tubes with odd things and science-related elements presented in a vintage/fantasy way.

Sub – conclusion A strategy for various platforms and formats can be developed right away, based on the

currently provided by FOI information; though, as soon as the visual style and storyline is

updated, the strategy itself has to be adjusted.

59 http://www.meaningfulmeandering.com/the-why-and-how-of-making-inspiration-boards/ 60 Phillips, Andrea. (2012) Transmedia Storytelling

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Analysis conclusion

By analyzing gathered data from the research, I was able to sort the amount of information

down. In order to follow social media results and how Factory of Imagination team is going

to reach the goal Key Performance Indicators were uncovered. Moreover, case studies were

done based on three different personas. The results showed what kind of pages targeted

audience likes and by analysing these pages certain inspiration and patterns were gathered.

All analysis will help to develop a strong concept and strategy.

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The Concept

Social media guidelines

Factory of Imagination's marketing team is changing every year. It is important that new

team members know the basis of what was done and what worked in the past. It is also

important to keep the brand voice consistent61, which means the spoken and graphical

style can’t change. The same rules apply to every single platform the brand owns. To do so,

social media guidelines for different channels were created.

As the social media in Denmark research uncovered too many posts per day can be

annoying for the audience, the suggested post number62 per day for different social media

channels is:

- Facebook - 1 - 2 times per day. Close to the event date the number can be increased

to three times per day.

- Instagram - 1 - 2 times per day.

- LinkedIn - 1 time per weekday.

- Twitter - 3 times per day

- YouTube - depending on how many videos there are.

- Google+ - 3 times per day.

Based on the research, most of the users spend time on social media in the evenings

between 17.00 to 21.00 o’clock. The second best time for posting is the morning between

9.00 to 12.00. However, the posting time and the amount of reach need to be followed

every week in order to reach audience in full.

Whenever graphics for social media are being done, it is important to keep the same visual

style in each post. Moreover, the text, which is used in the graphics, needs to be readable

on small screens63, like smartphone or tablet.

61 http://blog.hirerabbit.com/the-importance-of-brand-consistency-in-social-media/ 62 https://blog.bufferapp.com/how-often-post-social-media 63 http://webdesign.tutsplus.com/articles/typographic-readability-and-legibility--webdesign-12211

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The description of the posts needs to be short and to the point. The suggested length of

description text64 for different social media platforms are:

Facebook - 40 characters

Instagram - 25 characters

Twitter - 71 - 100 characters

Hashtags helps to spread the message to the larger audience and to the relevant industry.

This year official Factory of Imagination hashtag is #ideasnotthings. Also, as the main

sponsor is EAL, the posts must include the hashtag #ealdk. Moreover, it is also suggested

to use last year's most used hashtags #denmark, #odense, #factoryofimagination. Other

used hashtags should be based on the posted content.

It very important to follow the event sponsors, speakers and their companies, and

companies which are attending. It will help to create more conversations and build more

professional, industry relevant community.

Different channels target different audience in a variety of ways. It is important to know,

what kind of posts should be used on different social media platforms. Below you can find

what kind of content goes on different channels based on the research and case study.

Facebook Facebook is the most important communication channel for the Factory of Imagination. All

the posts must include at least a photo, a video or a link with a thumbnail.

- Photo galleries from the meetings, major team events. The location of the event

and people who participated must be tagged

- Recaps from last year event

- Posts about the event and updates about it

- Factory of Imagination sponsors

- Educational posts

- Real stories

64 https://blog.bufferapp.com/social-media-sharing

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- Inspiration

- Other important information about Factory of Imagination or event

Instagram Instagram is a visual platform, thus it should be used to upload short (30 sec) videos or

photos. It is important to tag the location and the people in the posts.

- Backstage photos

- Photos of volunteers

- Event venue and how it was built

- Companies, whose representatives are coming to the event

- Speakers

Twitter Twitter is mostly used for live updates during the event. It is important to use visual

material in posts, but also important to mention65 influential people to keep the

conversation going on.

- Live updates during the event

- Speakers

- Inspiring, creative things speakers or their companies are doing

- Instagram reposts

LinkedIn LinkedIn is a business oriented platform. All the content needs to be written in a

professional manner.

- Factory of Imagination important updates

- Event news

- Speakers

- Can be used as a blog

65 https://blog.twitter.com/media

38

Google+ Google+ is not very popular in Denmark, however it influences the Google search in a

positive way. The additional content should not be created for Google+, instead the

content should be shared from the other Factory of Imagination social media channels.

- Information about the Factory of Imagination (location, reasons behind it etc.)

- Speakers

- Re-posts from other publishers about Factory of Imagination

YouTube YouTube is a video-based platform. The type of the content, which goes to YouTube

depends on what kind of material the Factory of Imagination has from the previous year

and what is going to be created for the upcoming event.

- Recaps from last year event (Red couch interviews etc.)

- Event teasers

- Speakers introduction

Sub-conclusion All in all, these guidelines will ensure, that whenever there is a new member in the

marketing team, they can be quickly updated on what and how different Factory of

Imagination's social media channels should be managed.

Double-tap Campaign

Instagram is a wonderful visual social media platform. Different brands create various

campaigns in order to increase their brand awareness or promote a product or a service66.

66 http://www.business2community.com/instagram/7-of-the-most-unique-and-interesting-instagram-brand-campaigns-in-2015-so-far-01289074#w1PcLFXW3iccfx6S.97

39

Instagram works in a very simple way. You have a news feed, where you can see all your

friends’ images/videos and you can comment on them or double tap to like photo/video.

What is interesting, that whenever you double tap, in the middle of the content a heart

appears67.

Based on storytelling I was able to get from the team managing Factory of Imagination, the

Instagram heart is like a missing part, ingredient users need to add themselves. By

combining missing ingredient (Instagram like icon) idea with vintage/fantasy design style68,

I was able to create few creative graphics. These uploaded graphics on Instagram will

require just people's attention for a second, until they notice the missing ingredient. Next

to the posted graphics, the inspiring text should be included. Here are few examples:

- Light up your ideas!

- Double tap to turn on your imagination!

- Are you able to figure out the secret ingredient of creativity?

How it would look live can be seen over here:

http://i.giphy.com/26tOZayLpFCQF5uHS.gif. Below you can see different Double-tap

Campaign graphics.

67 http://thenextweb.com/apps/2011/05/26/instagram-updates-to-add-double-tap-likes-and-improved-comments/ 68 http://www.smashingmagazine.com/2008/10/retro-and-vintage-in-modern-web-design/

40

41

42

43

Sub-conclusion By combining storytelling of upcoming Factory of Imagination event and Instagram, the

campaign were created. The campaign is easy to understand and use. The length of the

campaign depends on the engagement gained through the first posts. If people will be

willing to double tap the photo, more content can be created. The campaign should target

creative thinkers, which should increase engagement and reach.

Guess the Company campaign

Facebook is the main platform, where all the important information about Factory of

Imagination event is announced. A type of this kind of information last year was

announcing the speakers. The way they were introduced to the audience was very simple,

with a short description who they were and what they were doing, in addition to a photo of

them69. Based on the upcoming event theme, storytelling and visual style, the campaign for

announcing speakers has been created.

The campaign is aiming to engage people in a two-way conversation. Audience needs to

solve a “chemical” equation in order to figure out the company from which speaker is

coming. “Chemical” equation consist of different emojis70 in a style of chemical equation71.

The post should be left for a week in order to give some time for the audience to think and

engage. After a week the speaker should be announced. To embrace followers to be even

more engaged, the prize could be set up. The possible prize could be a ticket to the Factory

of Imagination event. In case there are more people who answered correct, a random user

will be chosen with a help of Random.org72 webpage.

As there are no speakers confirmed yet, based on the last year companies, only an example

of such a post has been created. The company behind the emojis is NASA.

69 See appendix 9 – speakers announcement 70 http://www.theguardian.com/media-network/2015/jan/26/rise-emoji-brand-marketing 71 IUPAC. Compendium of Chemical Terminology, 2nd ed. ISBN 0-9678550-9-8 72 https://www.random.org/

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45

46

Sub – conclusion This campaign should add boost to the engagement and reach. It will make people think

and communicate with each other. Moreover, the users who participated, will stay

connected to the brand and will wait for the update, in order to find out who that

mysterious speaker was and whether they won.

47

Conclusion

The conducted research led to a conclusion, that the main audience Factory of Imagination

aims to reach is students and graduates between 18-34 years old with main interests in

technology, design, marketing and innovation. In order to communicate with them and

stay consistent in terms of the communication style on all the social media platforms the

guidelines were created. Moreover, in order to strengthen brand awareness on social media

the campaigns were created. The developed campaigns should increase engagement and

reach on both social media platforms, Instagram and Facebook. The campaigns not only

will strengthen the brand awareness, but also will increase the audience. However, to reach

the SMART goal, Factory of Imagination marketing team should follow weekly results from

Facebook and Instagram in order to measure the impact using the KPI graph.

It is worth noting, that social media continuously change over the time, so the strategies

should be updated as they go along.

48

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25. http://www.sdu.dk/en/om_sdu/byerne/odense 26. http://www.forbes.com/sites/stevecooper/2013/03/31/5-reasons-businesses-should-care-about-hashtags/ 27. http://www.Iconosquare.com

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30. http://simplymeasured.com/definition/twitter-potential-impressions/#i.93b2tooezd4pst 31. http://www.entrepreneur.com/encyclopedia/word-of-mouth-advertising 32. https://www.youtube.com/watch?v=w02BMhbSOYE 33. http://www.brafton.com/infographics/top-10-ways-to-optimize-your-business-youtube-channel/

34. http://whatis.techtarget.com/definition/LinkedIn 35. https://www.facebook.com/business/news/call-to-action-button

36. http://simplymeasured.com/blog/facebook-metrics-defined-engagement-rate/#sm.npzpdbovjd6juvu1lr89twke1 37. www.fronter.com/eal 38. http://www.mathgoodies.com/lessons/vol8/median.html 39. http://www.socialmediaexaminer.com/word-of-mouth-with-ted-wright/ 40. http://wersm.com/huawei-launched-the-first-finger-race-on-snapchat/ 41. http://www.usability.gov/how-to-and-tools/methods/personas.html 42. http://insights.fb.com/ 43. http://smallbusiness.chron.com/good-performance-metric-58177.html 44. http://iconosquare.com/

45. http://www.meaningfulmeandering.com/the-why-and-how-of-making-inspiration-boards/ 46. http://blog.hirerabbit.com/the-importance-of-brand-consistency-in-social-media/ 47. https://blog.bufferapp.com/how-often-post-social-media 48. http://webdesign.tutsplus.com/articles/typographic-readability-and-legibility--webdesign-12211 49. https://blog.bufferapp.com/social-media-sharing 50. https://blog.twitter.com/media 51. http://www.theguardian.com/media-network/2015/jan/26/rise-emoji-brand-marketing

52. https://www.random.org/ 53. http://www.business2community.com/instagram/7-of-the-most-unique-and-interesting-instagram-brand-campaigns-in-2015-so-far-01289074#w1PcLFXW3iccfx6S.97 54. http://thenextweb.com/apps/2011/05/26/instagram-updates-to-add-double-tap-likes-and-improved-comments/ 55. http://www.smashingmagazine.com/2008/10/retro-and-vintage-in-modern-web-design/

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Books and articles

1. Bitsch Olsen (2005): p. 28-29

2. Rothbauer, Paulette (2008) "Triangulation." In Given, Lisa (Ed.), "The SAGE Encyclopedia

of Qualitative esearch Methods." Sage Publications. pp. 892-894

3. Carol Taylor Fitz-Gibbon (1990), "Performance indicators", BERA Dialogues (2), ISBN

978-1-85359-092-4

4. Phillips, Andrea. (2012) Transmedia Storytelling

5. IUPAC. Compendium of Chemical Terminology, 2nd ed. ISBN 0-9678550-9-8

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Appendix

Appendix 1 – Instagram posts

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Appendix 2 – Twitter analytics February statistics

May statistics

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Interests

Appendix 3 – YouTube analytics

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Appendix 4 – Google analytics

Demographics

Interests

56

Appendix 5 – Facebook analytics

Post reach

57

Online behavior

Demographics

58

Appendix 6 – Questionnaire results

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Appendix 7 – Facebook targeting First persona

Second persona

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Third persona

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Appendix 8 – Inspirational board

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Appendix 9 – Speakers announcement