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Abstract 03.11.2015 Author Mia Nummila Degree programme Degree Programme in International Business Report/thesis title Successful social media marketing on Instagram. Case @minoshoes Number of pages 52 The subject of this thesis is successful social media marketing on Instagram, and how to ef- fectively use Instagram to build a strong brand and reach more customers. As a part of this study a case study of MI.NO shoes was conducted. The objective here was to deepen the company’s understanding of Instagram marketing and how the company can use it to im- prove its sales and customer communication. The theoretical part of this study consists of general information about social media and so- cial media for business followed by more detailed findings about Instagram marketing. The section also covers building a social brand, creating a promotional campaign and marketing internationally as a part of a social media marketing strategy. The theoretical part utilizes arti- cles, theses, and academic literature to present the findings. Other social media platforms were also researched for comparison. Some figures were used to illustrate and visualise the findings The empirical part analyses the current situation and success of MI.NO shoes’ Instagram profile and outlines new ideas for how the company can develop its Instagram strategy and communicate with its customers more effectively online. The thesis concludes with discussion on the current status of Instagram marketing and makes suggestions for MI.NO shoes in order to develop their Instagram marketing strategy in the future. MINO shoes has been present on Instagram for a couple of years. In general, it is using good content and getting good feedback. However there is room for improvement. The Instagram profile’s level of engagement and number of followers is still quite low. This is mainly because the company is not as active on Instagram as on its other social media platforms. According to the analysis the company could improve its profile, by following other users, commenting and liking other users content, posting its own content more often, using a greater variation in content, using hashtags more effectively, starting to post videos, and cre- ating more integration with the other marketing channels. Above all the company should build a well-planned Instagram marketing strategy. All in all there are great opportunities for the company in Instagram marketing and, when used efficiently, it can help the company raise its brand awareness and create a more loyal customer base. Keywords Social Media, Social media marketing, Instagram, Instagram Marketing, Content, Engage- ment, Visual communication, Branding, MI.NO shoesPDF Image | Successful social media marketing on Instagram Minoshoes
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