Marketers’ perception of the implementation of social media marketing: Evidence from large Finnish companies’ marketing campaigns

Social media is a multidimensional marketing and communications channel which can support and enhance a business’ reputation, sales and even longevity. Social media as a business tool encourages an interaction between customers and companies which gives opportunities for a company to better understand their customers, to target them more effectively and to collaborate and create dialogues with them which is not possible through traditional media channels. The aim of a social media strategy is to increase brand awareness, image, loyalty and recognition. The peer networks that social media creates allows a company to disseminate information through loyal customers to new and prospective customers to ultimately increase reach. The purpose of the study is to understand the marketer’s perspective of social media marketing use and how it is currently utilized in marketing and communications activities in Finland. Three companies were interviewed covering fourteen different implementations of social media marketing campaigns. These were then analysed to ascertain the utilization methods and experience gained on recent campaigns in the Finnish market The utilization of social media marketing was analysed using the methods of thematic analysis and inductive and abductive reasoning. Elements and themes were drawn out of the separate interviews to create a framework with which to explore, evaluate and match theories that define social media usage by companies. It became clear from all of the interviews that social media as a tool is most effective when it captures the viewer’s interest through rich and entertaining content. This directed the theoretical research towards Engagement Theory and Content Marketing which look to emphasize the importance of communities, collaboration, interaction, and peer-sharing as the key drivers of a social media marketing campaign.

Recovery of carboxylic acids from aqueous streams by extraction and back extraction

Separation of carboxylic acids from aqueous streams is an important part of their manufacturing process. The aqueous solutions are usually dilute containing less than 10 % acids. Separation by distillation is difficult as the boiling points of acids are only marginally higher than that of water. Because of this distillation is not only difficult but also expensive due to the evaporation of large amounts of water. Carboxylic acids have traditionally been precipitated as calcium salts. The yields of these processes are usually relatively low and the chemical costs high. Especially the decomposition of calcium salts with sulfuric acid produces large amounts of calcium sulfate sludge. Solvent extraction has been studied as an alternative method for recovery of carboxylic acids. Solvent extraction is based on mixing of two immiscible liquids and the transfer of the wanted components form one liquid to another due to equilibrium difference. In the case of carboxylic acids, the acids are transferred from aqueous phase to organic solvent due to physical and chemical interactions. The acids and the extractant form complexes which are soluble in the organic phase. The extraction efficiency is affected by many factors, for instance initial acid concentration, type and concentration of the extractant, pH, temperature and extraction time. In this paper, the effects of initial acid concentration, type of extractant and temperature on extraction efficiency were studied. As carboxylic acids are usually the products of the processes, they are wanted to be recovered. Hence the acids have to be removed from the organic phase after the extraction. The removal of acids from the organic phase also regenerates the extractant which can be then recycled in the process. The regeneration of the extractant was studied by back-extracting i.e. stripping the acids form the organic solution into diluent sodium hydroxide solution. In the solvent regeneration, the regenerability of different extractants and the effect of initial acid concentration and temperature were studied.

Sosiaalinen media kulttuuripääkaupunkihankkeiden markkinoinnin ja viestinnän apuna

Turku toimi vuoden 2011 Euroopan kulttuuripääkaupunkina yhdessä Tallinnan kanssa nostaen esiin yhteistä teemaansa Itämerta. Turussa vuoden toteutukseen osallistui 160 ohjelmahanketta aina pienistä paikallisista suuriin kansainvälisiin työryhmiin asti. Tässä pro gradu -tutkielmassa tutkin näiden ohjelmahankkeiden sosiaalisen median käyttöä viestinnän ja markkinoinnin apuvälineenä. Yleisen kiinnostavuuden lisäksi aihe on minulle läheinen työskenneltyäni kulttuuripääkaupunkisäätiöllä. Pro gradussa tutkin, millaiseksi kulttuuripääkaupunkihankkeet sosiaalisen median käsittivät ja miten he sitä käyttivät. Saatujen vastausten perusteella selvitän, mikä oli sosiaalisen median merkitys ohjelmahankkeiden markkinointiviestinnässä, millaisissa genreissä sitä kannattaa pyrkiä hyödyntämän sekä miten kulttuuripääkaupunkivuoden ohjelmahankkeiden tapa hyödyntää sosiaalista mediaa eroaa mediatutkimuksen tai markkinointiviestinnän käsittämästä sosiaalisesta mediasta. Toteutin työn empiirisen osuuden kahdessa osassa. Ensimmäisessä vaiheessa lähetin kaikille ohjelmahankkeille sähköisen kyselylomakkeen, jonka vastausten perusteella valitsin hankkeet jatkohaastatteluihin sekä muotoilin haastattelukysymykset. Suurin osa vastanneista oli hyödyntänyt sosiaalista mediaa markkinointiviestinnässään, mutta sitä oli käytetty hyvin yksipuolisesti informaation levityskanavana. Vastauksissa korostui sosiaalisen median kokeminen trendikkäänä, mutta kulttuurialalle vielä varsin vieraana markkinointivälineenä. Haastatteluissa ilmeni, ettei sosiaalista mediaa voida käyttää ainoana mainontakanavana kulttuuritapahtumissa, mutta sitä ei kannata enää myöskään täysin sivuuttaa.

Towards novel biogas upgrading processes

Biogas production has considerable development possibilities not only in Finland but all over the world since it is the easiest way of creating value out of various waste fractions and represents an alternative source of renewable energy. Development of efficient biogas upgrading technology has become an important issue since it improves the quality of biogas and for example facilitating its injection into the natural gas pipelines. Moreover, such upgrading contributes to resolving the issue of increasing CO2 emissions and addresses the increasing climate change concerns. Together with traditional CO2 capturing technologies a new class of recently emerged sorbents such as ionic liquids is claimed as promising media for gas separations. In this thesis, an extensive comparison of the performance of different solvents in terms of CO2 capture has been performed. The focus of the present study was on aqueous amine solutions and their mixtures, traditional ionic liquids, ‘switchable’ ionic liquids and poly(ionic liquid)s in order to reveal the best option for biogas upgrading. The CO2 capturing efficiency for the most promising solvents achieved values around 50 - 60 L CO2 / L absorbent. These values are superior to currently widely applied water wash biogas upgrading system. Regeneration of the solvent mixtures appeared to be challenging since the loss of initial efficiency upon CO2 release was in excess of 20 - 40 vol %, especially in the case of aqueous amine solutions. In contrast, some of the ionic liquids displayed reversible behavior. Thus, for selected “switchable” ionic and poly(ionic liquid)s the CO2 absorption/regeneration cycles were performed 3 - 4 times without any notable efficiency decrease. The viscosity issue, typical for ionic liquids upon CO2 saturation, was addressed and the information obtained was evaluated and related to the ionic interactions. The occurrence of volatile organic compounds (VOCs) before and after biogas upgrading was studied for biogas produced through anaerobic digestion of waste waters sludge. The ionic liquid [C4mim][OAc] demonstrated its feasibility as a promising scrubbing media and exhibited high efficiency in terms of the removal of VOCs. Upon application of this ionic liquid, the amount of identified VOCs was diminished by around 65 wt %, while the samples treated with the aqueous mixture of 15 wt % N-methyldiethanolamine with addition of 5 wt % piperazine resulted in 32 wt % reduction in the amounts of volatile organic compounds only.

Media ja kansalaiset Venäjää kuvaamassa

Kirjallisuusarvostelu

Sosiaalinen media markkinointiviestinnän välineenä presidentinvaalikampanjassa

Vuoden 2012 presidentinvaalit veivät sosiaalisen median käytön politiikassa aivan uudelle tasolle. Tässä tutkimuksessa kohteena onkin Vihreän Liiton ehdokkaan Pekka Haaviston vaalikampanja, joka painottui vahvasti sosiaalisen median ympäristöön. Empirian tarkoituksena on ymmärtää, miten sosiaalista mediaa hyödyntämällä Haavisto onnistuttiin nostamaan altavastaajan roolista toiseksi potentiaaliseksi presidenttiehdokkaaksi Sauli Niinistön kanssa. Empiirisen tutkimuksen tueksi käydään tutkimuksessa ensin läpi aihetta syvemmin valottavia teorioita ja aiemmin tehtyjä tutkimuksia markkinointiviestinnän, markkinointiviestintäkampanjan sekä sosiaalisen median alueilta.

Storytelling as a branding tool in social media

Tutkimuksen tavoitteena on kuvailla tarinankerrontaa brändin rakennuksen välineenä, ja selvittää mitkä ovat tarinankerronnan erityispiirteet sosiaalisessa mediassa. Aikaisempien teorioiden ja julkaisujen avulla kootaan viitekehys joka osoittaa käsitteiden vaikutukset toisiinsa. Tutkimus osoittaa tarinankerronnan vaikuttavan vahvistavasti kaikkiin brändipääoman ulottuvuuksiin, lähinnä tunteita herättävien ja muistettavuutta lisäävien ominaisuuksiensa ansiosta. Empiirisessä osiossa selvitetään laadullisen sisällönanalyysin keinoin kuinka yleistä brändien tarinankerronta tällä hetkellä on, ja kuvaillaan millaisia tarinoita yritykset kertovat. Aineisto koostuu sadan suosituimman brändin Facebookissa jakamista videomuotoisista tarinoista. Tutkimus osoitti, että brändien tarinankerronta sosiaalisessa mediassa on toistaiseksi melko vähäistä. Tarinat voidaan luokitella kirjallisuudesta tuttujen tarinatyyppien mukaisesti. Suurin osa brändien esittämistä tarinoista pyrkii synnyttämään yleisössä ihailun ja nostalgian tunteita, mutta useat tarinat myös sisältävät humoristisia piirteitä.

Culture of equine bone marrow mononuclear fraction and adipose tissue-derived stromal vascular fraction cells in different media

The objective of this study was to evaluate the culture of equine bone marrow mononuclear fraction and adipose tissue - derived stromal vascular fraction cells in two different cell culture media. Five adult horses were submitted to bone marrow aspiration from the sternum, and then from the adipose tissue of the gluteal region near the base of the tail. Mononuclear fraction and stromal vascular fraction were isolated from the samples and cultivated in DMEM medium supplemented with 10% fetal bovine serum or in AIM-V medium. The cultures were observed once a week with an inverted microscope, to perform a qualitative analysis of the morphology of the cells as well as the general appearance of the cell culture. Colony-forming units (CFU) were counted on days 5, 15 and 25 of cell culture. During the first week of culture, differences were observed between the samples from the same source maintained in different culture media. The number of colonies was significantly higher in samples of bone marrow in relation to samples of adipose tissue.

Mikä uusi media?

Teksti perustuu Turun yliopistossa 2.11.2011 pidettyyn professoriluentoon.