Facebook marketing for a direct selling company

Bachelor thesis English OPEN
Egeberg, Chenette (2015)
  • Publisher: Turun ammattikorkeakoulu

The purpose of the thesis was to provide recommendations for how the studied company could improve their Facebook marketing activities. The company was the Danish subsidiary of an multinational direct selling company of health and beauty products. The following research questions were devised: 1) What are the constraints and challenges for LR Denmark’s facebook marketing as a subsidiary of a Multinational Corporation and as a Direct Selling Company? 2) How can LR Denmark improve their facebook marketing to gain more visits, page likes and social engagement on their Facebook brand page? 3) How can the LR resellers and their sales and recruitment efforts be supported with LR Denmark's facebook activities? LR Denmark must conduct their facebook marketing in a way that reflects the brand identity, but communication should be adapted slightly due to cultural differences. It was also found that there are challenges in maintaining a clear brand expression in Facebook, due to the large number of facebook brand pages run by the companys customers, also termed resellers, and it was recommended to communicate directions and guidelines for resellers on how they should use Facebook for their LR business. Resellers that do use facebook for their business are particularly interested in sharing what LR Denmark publishes on their facebook page, if they find it visually appealing or if it provides usefull information about products, so LR Denmark should publish more high quality visual content for the resellers to share, and should focus on communicating product benefits. It was found that many of the customers did not know the Facebook page existed. As this unawareness limits the number of potential visits and also the amount of potential engagement on the page, it was recommended that the company uses the paid marketing options in facebook and channels outside Facebook in order to promote awareness of the page.
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