20.500.12556/DKUM-38596 ŠTUDIJA PRIMERA DRUŽABNIH OMREŽIJ ZA IZVAJANJE MARKETINŠKIH AKTIVNOSTI CASE STUDY OF SOCIAL MEDIA USE IN MARKETING V diplomski nalogi smo se osredotočili na pregled družabnih omrežij (iSlovar) in možnosti, ki jih ta ponujajo na področju marketinga podjetij. Sprehodili smo se skozi razvoj spleta ter pripravili kratek pregled trenutno najbolj aktualnih družabnih omrežij. Naš cilj je bil, da čim bolje izkoristimo potencial, ki ga za izvajanje trženjskih aktivnosti ponujajo družabna omrežja. Tako smo zasnovali marketinško kampanjo v kateri smo uporabili tudi družabna omrežja kot enega od komunikacijskih kanalov. Na praktičnem primeru smo se lotili priprave marketinške kampanje za spletni portal Planet.Siol.net, ki vključuje uporabo družabnih omrežij, izbranih s pomočjo analiz,opravljenih v sklopu diplomske naloge. Zasnovali smo celotno kampanjo, od stroškovne ocene do strategije, priprave media plana in merjenja učinkov kampanje. Problem, ki ga obravnavamo v sklopu diplomske naloge je, kako v današnji poplavi medijev in oglasov, ki na človeka prežijo na vsakem koraku, najti najboljše možnosti oglaševanja. Oglaševanje mora namreč doseči predvsem ciljno publiko, ki bi jo naš produkt utegnil zanimati. Hkrati pa smo se trudili, da bo oglaševanje cenovno ugodno in imelo vseeno čim večji učinek. Tako smo se osredotočili na oglaševanje na svetovnem spletu, natančneje, s pomočjo družabnih omrežij. Ta že igrajo pomembno vlogo v evoluciji spleta, ne igrajo pa še tako ključne vloge v oglaševanju samem. Kot zelo močan spletni medij še niso dovolj dobro izkoriščeni, kljub temu, da nudijo tudi vse prednosti oglaševanja na spletu kot so: možnost ciljanega oglaševanja, merjenja rezultatov itd. Poleg tega pa omogočajo še grajenje skupnosti in dvig ugleda blagovnih znamk, če se z njimi ustrezno ukvarjamo. Na ta del uporabe družabnih omrežij smo se še posebej osredotočili in tako smo pripravili tudi strategijo nastopa podjetja in njegovih produktov v sklopu družabnih omrežij. Skozi kampanjo smo rezultate sproti spremljali in tako merili učinkovitost izvedbe. Pričakovali smo, da bomo s komunikacijo in izvedbo trženjskih aktivnosti povišali prepoznavnost in ugled blagovne znamke Planet.Siol.net. Krepili smo pripadnost obstoječih uporabnikov in pridobivali nove uporabnike, kar smo dosegli z ustrezno komunikacijo. Glede na rezultate,ki smo jih sproti spremljali pa smo lahko kontrolirali učinkovitost posameznih akcij v sklopu kampanje in uspešne akcije uporabljali pogosteje ter jih nadgrajevali. The following thesis focuses on the examination of social networks and the opportunities they offer in marketing area of the company. We walked through the development of the internet and prepared a brief overview of current social networks. Our goal was to maximize the potential for marketing activities offered by social networks. We have designed a marketing campaign in which we also used social networks as one of the communication channels. On a practical example we prepared a marketing campaign for a web portal Planet.Siol.net, with the usage of social networks which have been selected as the most appropriate through analysis carried out as part of the thesis. Problem dealt with in this thesis is how can we in today's flood of media and advertisements that prey on people at every step,find the best advertising opportunities to reach our target audience interested in our product. At the same time, we tried to make the advertising affordable and still have the greatest effect possible. Thus, we have focused on the online advertising, especially on social networks, which already play an important role in the evolution of the internet, but they do not play an important role in the advertising itself. Social networks as a powerful online medium are still not well utilized although they offer all the benefits of online advertising such as: the possibility of targeted advertising, measuring of the results, etc. In addition, they also enable building of a community and raising the reputation of brands, that is if they are properly engaged. We have been especially focused on these last features of social networks in presenting the strategy and the products of the company in the context of social networks. As part of the campaign, we kept track of the results and measured the performance of the implemented campaigns. We have expected that we will increase the visibility and brand image of Planet.Siol.net by the implementation of communication and marketing activities through social networks. We have tried to strengthen the loyalty of existing users and attract new users, which we have archived with proper communication. According to the results that were tracked we could control the effectiveness of individual actions within campaign, upgraded them and frequently used the most successful ones. Svetovni splet Družabno omrežje Družbeni mediji Spletno komuniciranje Tržno komuniciranje World wide web Social network Social media Web communication Marketing communication true true false Slovenski jezik Angleški jezik Diplomsko delo 2012-10-04 08:36:20 2012-11-12 14:40:54 2022-05-04 13:26:08 2021-04-20 03:21:56 2012 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7086099 URN:SI:UM:DK:YPI9TEBL UNI_Jauh_Jaka_2012.pdf UNI_Jauh_Jaka_2012.pdf 1 91210D473DC081EA4B9B9E432142A998 93af4a048ac5f3fc35f53f3b9a21191533e181c626d1b5ba09f75bf6ba3416d6 84cee111-7c08-11eb-bb7a-00155d0001ca 20.500.12556/dkum/38706413-064b-4873-bb3b-0ac22488bd71 https://dk.um.si/Dokument.php?lang=slv&id=51752 Fakulteta za organizacijske vede 0 0 0