Design of a Social Media Marketing Campaign Manager
Ilyas, Adil (2020)
2020
Ihmisen ja teknologian vuorovaikutuksen maisteriohjelma, FM (engl) - Master's Degree Programme in Human-Technology Interaction
Informaatioteknologian ja viestinnän tiedekunta - Faculty of Information Technology and Communication Sciences
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Hyväksymispäivämäärä
2020-05-15
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202004284235
https://urn.fi/URN:NBN:fi:tuni-202004284235
Tiivistelmä
The virtual world of social media has come into existence in recent times. This has created large online communities in which users make social contacts. Users stay in touch with their friends, stay updated with the latest news around them and, they get to hear about the latest product launches/services around them. This creates a big and effective opportunity for businesses, weather they are big or small, to market their products or services to this huge audience. Digital marketers provide services from large business to small business owners to market their products/services in these virtual communities. Digital marketers manage many digital marketing campaigns in which they set the targeting demographics then direct the advertisement towards the niche audience. Creating the campaigns and then monitoring them to direct them towards the niche audience is a tiresome process. The solution described in this thesis work helps in creating the advertisement campaigns and then automatically optimizing/directing the live campaign towards the niche audience.
This thesis work was done with Whitepoint Oy in which I designed a social media marketing application. The requirements of how this campaign manager should be designed were gathered through interviews with the company people, group discussions and review of websites of similar products. A data scientist was also working with us for the automation of the marketing process and a digital marketer with years of experience in managing digital marketing campaigns for small and big businesses also participated. A user centred design process was adopted to build this platform.
A product was designed and developed using the Facebook Marketing API in which a Facebook marketing campaign can be created in a 4-step process. Creating the marketing campaigns was simplified so that advertisers/users can create many ad sets in a few steps for behavioural/interests targeting. Multiple versions of the ads can be created by just entering some titles, body-texts and images/videos then the algorithm generates all possible combinations. Once the campaign is posted live statistical data about the performance of the campaign is fetched and processed with machine learning to reach the niche audience. This solution creates a professional campaign that can be tested for results faster. The optimization process in which the advertiser has to continuously monitor his/her campaign to see if it is converting has been automated so the advertiser can manage multiple campaigns without having to worry much about optimizing them.
This thesis work was done with Whitepoint Oy in which I designed a social media marketing application. The requirements of how this campaign manager should be designed were gathered through interviews with the company people, group discussions and review of websites of similar products. A data scientist was also working with us for the automation of the marketing process and a digital marketer with years of experience in managing digital marketing campaigns for small and big businesses also participated. A user centred design process was adopted to build this platform.
A product was designed and developed using the Facebook Marketing API in which a Facebook marketing campaign can be created in a 4-step process. Creating the marketing campaigns was simplified so that advertisers/users can create many ad sets in a few steps for behavioural/interests targeting. Multiple versions of the ads can be created by just entering some titles, body-texts and images/videos then the algorithm generates all possible combinations. Once the campaign is posted live statistical data about the performance of the campaign is fetched and processed with machine learning to reach the niche audience. This solution creates a professional campaign that can be tested for results faster. The optimization process in which the advertiser has to continuously monitor his/her campaign to see if it is converting has been automated so the advertiser can manage multiple campaigns without having to worry much about optimizing them.