Sociālo tīklu mārketinga komunikācijas satura plāns SIA “Piekalnes”
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Radošā bakalaura darba “Sociālo tīklu mārketinga komunikācijas satura plāns SIA “Piekalnes”” mērķis ir izstrādāt satura plānu, kas publicējams uzņēmuma sociālo tīklu profilos. Tas sastāv no 12 fotogrāfijām un 1 īsformāta video. Darba aktualitāte skaidrojama ar lielo sociālo tīklu lietotāju skaitu Latvijā, ko vēl vairāk papildināja pandēmijas laika ierobežojumi – komunikācija aizvien vairāk notiek tieši digitālajā vidē. SIA “Piekalnes” ir lauksaimniecības uzņēmums, kura ilgtermiņa mērķu vidū ir mazumtirdzniecības attīstība (noteiktas kartupeļu šķirnes, ko uzņēmums izplata), tādēļ ir nepieciešama komunikācija ar patērētājiem, un sociālo tīklu mārketinga komunikācija ir laikmetīgs, ērts un efektīvs veids, kā veidot dialogu ar auditoriju, veidot uzņēmuma tēlu un veicināt zīmola atpazīstamību.
Darba teorijas daļa sastāv no komunikācijas teoriju apskata, kas ir piemērojamas mārketingā – nenoteiktības mazināšanas teorija, izstrādes varbūtības modelis (Elaboration Likelihood Model no pārliecināšanas teoriju grupas) un reklāmas klasiskais modelis AIDA. To papildina veiksmīgas sociālo tīklu mārketinga komunikācijas priekšnoteikumu un sociālo tīklu satura formu apskats, savukārt koncepcijas daļā ir detalizēti aprakstīts radošās daļas – ēdiena fotogrāfijas – izstrādes process.
Sociālo tīklu mārketinga komunikācija lauksaimniecības uzņēmumu vidū nav tik attīstīta kā citās nozarēs – neviens no uzņēmuma tiešajiem konkurentiem nav atrodams sociālajos tīklos, tādēļ tā ir vieta izaugsmei nozarē. Sociālo tīklu priekšrocība ir lielais datu apjoms, ko iegūst platforma, to analītika ir pieejama profila īpašniekam, tā saņemot uzskatāmu pārskatu par auditoriju, tās uzvedību, publicēto komunikatīvo vēstījumu efektivitāti, tādējādi uzņēmums var ērti novērtēt padarīto un veikt uzlabojumus pēc nepieciešamības.
Darba radošā daļa ir fotogrāfiju un īsu video izveide, kurā koncentrējas uz ēdiena fotogrāfiju (vai video). Ēdiena fotogrāfija ir sarežģīts un niansēm bagāts fotogrāfijas veids, kurā jāievēro daudz priekšnoteikumu, lai panāktu kvalitatīvu rezultātu – sākot ar kameras uzstādījumiem un apgaismojumu, beidzot ar kompozījas izveidi. Ēdiena fotogrāfija ir kļuvusi īpaši aktuāla, sabiedrībai aizvien vairāk interesējoties par uzturu. To papildina komerciālie mērķi no pārtikas ražotāju, restorānu, viedokļu ietekmētāju puses, tādēļ ēdiena fotogrāfi un stilisti ir tirgū pieprasīti.
Objective of the creative Bachelor thesis “Social media marketing comunication content plan for SIA “Piekalnes”” is to create a content plan, that the company can publish on it’s social media accounts. It consists of 12 photographs and 1 short video. It’s topicality lies in the fact that social media users is a large part of Latvia’s population and the global pandemic increased it even more – communication in digital environment is growing steadily. The same applies to business to consumer communication. SIA “Piekalnes” is an agriculture company, amongst it’s long term goals is expansion of retail (it is distributing certain varieties of potatoes), so there’s a need for communication with potential customers, and social media is a contemporary, efficient and fast way to have a dialogue with audiences and to increase brand awareness. The theory part of the paper consists of communication theories, that are applicable to marketing – uncertainty reduction theory, elaboration likelihood model and advertisment model AIDA. It’s supplemented by overview of principles how to create succesful social media marketing communication and social media content forms. The concept part consists of detailed description of food photography process. Social media marketing communication among agriculture companies isn’t as developed as in other industries – none of SIA “Piekalnes” competitors are present in social media meaning there’s a space for growth. A great advantage of social media is a large data magnitude that platforms are collecting and it’s analytics is available to business accounts. Having a clear overview of audiences, their behaviours, effectiveness of already published content is an opportunity for a company to evaluate results and improve when necessary. The creative part of paper is creation of photographs and short videos with emphasis on food photography. Food photography is complex and nuanced photography type, where a lot of preconditions must be met to have a quality result – starting from camera settings and light to creation of composition where plenty of elements must be placed harmonicaly. Food photography has become highly demanded since society’s interest has increased in nutrition. Besides that there are commercial needs of food producers, restaurants, influencers to be fulfilled, so food photographers and stylists are highly requested in the market.
Objective of the creative Bachelor thesis “Social media marketing comunication content plan for SIA “Piekalnes”” is to create a content plan, that the company can publish on it’s social media accounts. It consists of 12 photographs and 1 short video. It’s topicality lies in the fact that social media users is a large part of Latvia’s population and the global pandemic increased it even more – communication in digital environment is growing steadily. The same applies to business to consumer communication. SIA “Piekalnes” is an agriculture company, amongst it’s long term goals is expansion of retail (it is distributing certain varieties of potatoes), so there’s a need for communication with potential customers, and social media is a contemporary, efficient and fast way to have a dialogue with audiences and to increase brand awareness. The theory part of the paper consists of communication theories, that are applicable to marketing – uncertainty reduction theory, elaboration likelihood model and advertisment model AIDA. It’s supplemented by overview of principles how to create succesful social media marketing communication and social media content forms. The concept part consists of detailed description of food photography process. Social media marketing communication among agriculture companies isn’t as developed as in other industries – none of SIA “Piekalnes” competitors are present in social media meaning there’s a space for growth. A great advantage of social media is a large data magnitude that platforms are collecting and it’s analytics is available to business accounts. Having a clear overview of audiences, their behaviours, effectiveness of already published content is an opportunity for a company to evaluate results and improve when necessary. The creative part of paper is creation of photographs and short videos with emphasis on food photography. Food photography is complex and nuanced photography type, where a lot of preconditions must be met to have a quality result – starting from camera settings and light to creation of composition where plenty of elements must be placed harmonicaly. Food photography has become highly demanded since society’s interest has increased in nutrition. Besides that there are commercial needs of food producers, restaurants, influencers to be fulfilled, so food photographers and stylists are highly requested in the market.
Description
Multimediju komunikācija
Multimedia Communication
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Multimedia Communication
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
sociālo tīklu mārketinga komunikācija, sociālo tīklu mārketings, digitālā reklāma, komunikācijas teorijas, ēdiena fotogrāfija, social media marketing ommunication, social media marketing, digital advertisment, communication theories, food photography