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Publication
Autoridade nas mídias sociais: um framework orientado pela Gestão Do Design
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 13.68 MB | Adobe PDF |
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Abstract(s)
Em um contexto de grandes transformações na forma como buscam-se serviços e produtos, diversos profissionais estão recorrendo às mídias sociais para divulgarem seus trabalhos. Essa procura por aumento de visibilidade e credibilidade tem como objetivo conquistar novos clientes e tem origem em um conceito chamado de Marketing de Autoridade. No entanto, sem uma estratégia bem-definida, as chances de sucesso são reduzidas. O objetivo deste trabalho é utilizar a ótica do Design, assim como suas ferramentas, para construir um framework que possibilite criar e implementar uma estratégia de Marketing de Autoridade. Isso foi feito através de uma revisão na literatura e uma pesquisa inicial com profissionais que utilizam as mídias sociais para promoverem seus trabalhos e posteriormente através de um estudo de caso, onde o framework desenvolvido foi aplicado. Feedbacks foram registrados e a aplicabilidade do modelo no estudo de caso foi validada.
In a context of major changes in the way customers choose services and products, many entrepreneurs are opting to use social media as a communication channel with their prospective audience. While expecting to increase visibility and credibility to prospect new clients, they are using Authority Marketing. Nevertheless, without a proper strategy definition, the chances of success are limited. The objective of this study was to create and implement an Authority Marketing strategy through the optics of Design and its visual tools. This was achieved through a literature review, followed by a survey applied to professionals that were using social media to promote their work. Afterwards, the developed framework was applied in a case study. Feedbacks were collected and the model applicability in the case study was validated.
In a context of major changes in the way customers choose services and products, many entrepreneurs are opting to use social media as a communication channel with their prospective audience. While expecting to increase visibility and credibility to prospect new clients, they are using Authority Marketing. Nevertheless, without a proper strategy definition, the chances of success are limited. The objective of this study was to create and implement an Authority Marketing strategy through the optics of Design and its visual tools. This was achieved through a literature review, followed by a survey applied to professionals that were using social media to promote their work. Afterwards, the developed framework was applied in a case study. Feedbacks were collected and the model applicability in the case study was validated.
Description
Keywords
Gestão do Design Marketing de Autoridade Marketing de Mídias Sociais