Thesis
Scriptie Afstudeervariant Product (M3AH)
- Course
- Institution
Dit is mijn eindwerk voor de afstudeervariant: product. Ik heb een socialmediaplan ontwikkelt voor een natuurlijk granola merk
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SocialmediaplanInspiration – Ideation – Implementation
Naam Ilse Hart
Studentnr 500853931
Klas M3AH
Module Afstudeervariant Product
Docent Melanie de Lange
Datum 21-5-2024
,Socialmediaplan
Ilse Hart
Voorwoord
Hierbij presenteer ik het onderzoek naar een socialmediaplan voor Demi's Granola, uitgevoerd door
Ilse Hart.
Dit afstudeeronderzoek is tot stand gekomen binnen het kader van mijn studie Creative Business aan
de Hogeschool van Amsterdam, in samenwerking met Demi's Granola.
Graag wil ik mijn waardering uitspreken naar mijn docent, Melanie de Lange, voor haar waardevolle
begeleiding gedurende dit proces. Tevens bedank ik Thomas Wollersheim voor de verstrekte
kennisclips en L. Hilhorst en P. van Lier voor hun bijdrage tijdens de workshop. Tot slot wil ik mijn
dank uitspreken naar de respondenten die hun tijd en waardevolle informatie hebben gedeeld.
Ik hoop dat dit onderzoek u interessante inzichten biedt. Veel leesplezier gewenst.
Ilse Hart
Amsterdam, 21 mei 2024
2
,Socialmediaplan
Ilse Hart
Inhoudsopgave
1 Inleiding ............................................................................................................................6
1.1 Aanleiding..............................................................................................................6
1.2 Inhoud ...................................................................................................................6
1.3 Aanpak ..................................................................................................................7
2 Onderzoeksopzet .............................................................................................................8
2.1 Deskresearch ........................................................................................................8
2.2 Fieldresearch.........................................................................................................9
2.3 Prototyping ..........................................................................................................10
3 Productanalyse ...............................................................................................................13
3.1 Socialmediaplan ..................................................................................................13
3.2 De succesfactoren...............................................................................................13
3.3 Opstellen van een contentkalender .....................................................................14
3.4 Deelconclusie ......................................................................................................14
4 Onderzoeksdoel .............................................................................................................15
4.1 Verkopen stimuleren ...........................................................................................15
4.2 AIDA-model .........................................................................................................15
4.3 De zeven principes van Robert Cialdini ..............................................................16
4.4 Deelconclusie ......................................................................................................17
5 Situatie analyse ..............................................................................................................18
5.1 Interne analyse ....................................................................................................18
5.2 Externe analyse...................................................................................................20
5.3 SWOT-analyse ....................................................................................................25
6 Doelgroepanalyse...........................................................................................................27
6.1 Resultaten ...........................................................................................................27
6.2 Persona’s ............................................................................................................29
7 Platformen ......................................................................................................................30
7.1 Inleiding ...............................................................................................................30
7.2 Huidige situatie ....................................................................................................30
7.3 Facebook.............................................................................................................30
7.4 Instagram ............................................................................................................31
7.5 LinkedIn ...............................................................................................................31
7.6 TikTok..................................................................................................................32
7.7 Deelconclusie ......................................................................................................32
8 Trends ............................................................................................................................33
3
, Socialmediaplan
Ilse Hart
8.1 Short-form video ..................................................................................................33
8.2 Social SEO ..........................................................................................................33
8.3 Authenticiteit en transparantie .............................................................................33
8.4 Duurzaamheid en milieubewustzijn / maatschappelijk ondernemen ...................34
8.5 Interactieve content .............................................................................................34
8.6 Deelconclusie ......................................................................................................34
9 Content ...........................................................................................................................35
9.1 Contenttypen .......................................................................................................35
9.2 Inhoud .................................................................................................................35
9.3 Visuele identiteit ..................................................................................................35
9.4 Deelconclusie ......................................................................................................35
10 Best en worst practices ...............................................................................................36
10.1 Criteria van best en worst practices ....................................................................36
10.2 Best practices ......................................................................................................36
10.3 Worst practices....................................................................................................38
10.4 Deelconclusie ......................................................................................................39
11 Conclusie met ontwerpcriteria 1.0 ...............................................................................40
11.1 Inhoud .................................................................................................................40
11.2 Vorm ....................................................................................................................40
11.3 Techniek ..............................................................................................................41
12 Prototyping – Ideation .................................................................................................42
12.1 Enquête ...............................................................................................................42
12.2 A/ B/ X-testen ......................................................................................................42
12.3 Get feedback .......................................................................................................43
13 Conclusie met ontwerpcriteria 2.0 ...............................................................................45
13.1 Inhoud .................................................................................................................45
13.2 Vorm ....................................................................................................................45
13.3 Techniek ..............................................................................................................45
14 Prototyping – Implementation .....................................................................................45
14.1 Thinking out loud .................................................................................................45
14.2 Get feedback .......................................................................................................46
14.3 Ontwerpcriteria 2.0 ..............................................................................................47
15 Ethische en juridische aspecten + validiteit en betrouwbaarheid................................48
15.1 Ethische aspecten ...............................................................................................48
15.2 Validiteit en betrouwbaarheid ..............................................................................48
16 Eindconclusie ..............................................................................................................49
4
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