Sociālo tīklu izmantošanas analīze uzņēmuma Nolo patērētāju piesaistīšanas kontekstā
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Date
2022
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Bakalaura darba “Sociālo tīklu izmantošanas analīze uzņēmumā NOLO patērētāju piesaistīšanas kontekstā” mērķis ir, balstoties uz teorētiskajam atziņām par sociālo tīklu kā komunikācijas kanāla lietošanu un patērētāju aptauju, izstrādāt sociālo tīklu komunikācijas plānu uzņēmumam NOLO.
Darba temats ir aktuāls, jo Covid-19 ierobežojumu laikā uzņēmumi komunikāciju ar saviem klientiem īstenoja digitālajā vidē, t.sk., sociālajos tīklos. Sociālo tīklu lietotāju skaits ar katru gadu palielinās, tāpēc mūsdienās ir ļoti grūti izdzīvot uzņēmumam, ja tam nav sociālo tīklu vai kādu citu digitālu risinājumu komunicēšanai ar mērķauditoriju.
Darbs strukturēts trīs daļās, kur 1. daļā, izmantojot monogrāfisko pētījuma metodi, tika izpētīts sociālo tīklu jēdziens un būtība, tā izmantošana mārketinga komunikācijā. 2. daļā tika izmantotā sekundāro datu analīze, lai izpētītu un raksturotu uzņēmuma NOLO darbību un mārketinga komunikāciju sociālajos tīklos. Aptaujas metode tiks izmantota 3. nodaļā, lai izpētītu patērētāju viedokļus par NOLO sociālo tīklu komunikāciju.
Pētījumā izmantotās metodes ļauj izdarīt galvenos secinājumus: 1) Uzņēmumiem svarīgi noteikt sava produkta mērķauditoriju. Katram sociālajam tīklam ir sava lietotāju mērķauditorija, tāpēc ir svarīgi precīzi to noteikt un virzīt produktu tieši tur, kur ir lielākā daļa no uzņēmuma mērķauditorijas. 2) Kopš 2022.gada sākuma uzņēmums NOLO novirza lielāku daļu no budžeta mārketingam sociālajos tīklos (iepriekš akcents tika likts uz žurnāliem, modes skatēm), uzskatot, ka tādā veidā iespējams ātrāk un veiksmīgāk piesaistīt jaunu auditoriju, uzrunāt esošo. Neskatoties uz to, ka uzņēmumam nav digitālā satura speciālista, līdz šim sociālo tīklu komunikāciju veica uzņēmuma dibinātāja.
Galvenie priekšlikumi: 1) Uzņēmums NOLO strādā ar zaudējumiem, tāpēc ir nepieciešams pārskatīt izmaksas un ieguldījumus. Nepieciešams pieņemt darbā mārketinga speciālistu, kas nodarbotos ar digitālā satura veidošanu uzņēmuma sociālo tīklu kontiem regulāri. 2) Sociālo tīklu komunikāciju veikt retāk kā katru dienu, piemēram 3-4 reizes nedēļā. Izstrādāt ikmēneša sociālo tīklu komunikācijas plānu, balstoties uz autores piemēru. Ikmēneša plānā iekļaut 8 publikācijas par produktiem, 6 reels, stāstus (story) ar noderīgu informāciju par modi 6 reizes mēnesī, un 6 reizes - estētisko saturu.
Bakalaura darbs sastāv no 3 daļām, kopējais darba lappušu skaits ir 68. Darbs sastāv no 5 tabulām, 2 attēliem, 72 avotiem un 20 pielikumiem.
Atslēgvārdi: Facebook, Instagram, komunikācija, patērētājs, patērētāju piesaistīšana, sociālais tīkls, sociālo tīklu rīks.
The aim of the bachelor's thesis "Analysis of the use of social networks in the company NOLO in the context of consumer attraction" is to develop a social network communication plan for the company NOLO, based on theoretical knowledge about the use of social networks as a communication channel and consumer survey. The work theme is of current interest, because during the Covid-19 restrictions, companies communi-cated with their customers in the digital environment, including social networks. The number of users of social networks is growing every year, so nowadays it is very difficult for a company to survive without social networks or some other digital solution to communicate with its target audience. The work is structured in three parts, where in chapter 1, using the monographic research meth-od, the concept and essence of social networks, its use in marketing communication. chapter 2 used secondary data analysis to explore and characterize NOLO's operations and marketing communica-tions on social networks. The survey method will be used in chapter 3 to explore consumer views on NOLO social network communication. The methods used in the study allow us to draw the main conclusions: 1) It is important for companies to target their product. Every social network has its own user audience, so it's important to pinpoint it and target the product exactly where the majority of your business is targeted. 2) Since the beginning of 2022, the company NOLO has been devoting most of its budget to social network mar-keting (previously the emphasis was on magazines, fashion shows), believing that in this way it is possible to attract new audience faster and more successfully, to address the existing one. Despite the fact that the company does not have a digital content specialist, until now, social network communica-tion was performed by the company's founder. Key proposals: 1) NOLO is operating at a loss, so costs and investments need to be reviewed. It is necessary to hire a marketing specialist who would create digital content for the company's social network accounts on a regular basis. 2) Social networking should be performed less frequently than daily, for example 3-4 times a week. Develop a monthly social networking communication plan based on the author's example. The monthly plan includes 8 publications about products, 6 reels, stories with useful information about fashion 6 times a month, and 6 times - aesthetic content. The bachelor's thesis consists of 3 parts, the total number of pages is 68. The thesis consists of 5 tables, 2 figures, 72 sources and 20 appendices. Keywords: Facebook, Instagram, communication, consumer, consumer attraction, social net-work, social networking tool.
The aim of the bachelor's thesis "Analysis of the use of social networks in the company NOLO in the context of consumer attraction" is to develop a social network communication plan for the company NOLO, based on theoretical knowledge about the use of social networks as a communication channel and consumer survey. The work theme is of current interest, because during the Covid-19 restrictions, companies communi-cated with their customers in the digital environment, including social networks. The number of users of social networks is growing every year, so nowadays it is very difficult for a company to survive without social networks or some other digital solution to communicate with its target audience. The work is structured in three parts, where in chapter 1, using the monographic research meth-od, the concept and essence of social networks, its use in marketing communication. chapter 2 used secondary data analysis to explore and characterize NOLO's operations and marketing communica-tions on social networks. The survey method will be used in chapter 3 to explore consumer views on NOLO social network communication. The methods used in the study allow us to draw the main conclusions: 1) It is important for companies to target their product. Every social network has its own user audience, so it's important to pinpoint it and target the product exactly where the majority of your business is targeted. 2) Since the beginning of 2022, the company NOLO has been devoting most of its budget to social network mar-keting (previously the emphasis was on magazines, fashion shows), believing that in this way it is possible to attract new audience faster and more successfully, to address the existing one. Despite the fact that the company does not have a digital content specialist, until now, social network communica-tion was performed by the company's founder. Key proposals: 1) NOLO is operating at a loss, so costs and investments need to be reviewed. It is necessary to hire a marketing specialist who would create digital content for the company's social network accounts on a regular basis. 2) Social networking should be performed less frequently than daily, for example 3-4 times a week. Develop a monthly social networking communication plan based on the author's example. The monthly plan includes 8 publications about products, 6 reels, stories with useful information about fashion 6 times a month, and 6 times - aesthetic content. The bachelor's thesis consists of 3 parts, the total number of pages is 68. The thesis consists of 5 tables, 2 figures, 72 sources and 20 appendices. Keywords: Facebook, Instagram, communication, consumer, consumer attraction, social net-work, social networking tool.
Description
Starptautiskais mārketings un reklāma
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
International Marketing and Advertising
Vadība, administrēšana un nekustamo īpašumu pārvaldība
Management, Administration and Real Estate Management
Keywords
Facebook, Instagram, komunikācija, patērētājs, patērētāju piesaistīšana, sociālais tīkls, sociālo tīklu rīks., Facebook, Instagram, communication, consumer, consumer attraction, social net-work, social networking tool.