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Advisor(s)
Abstract(s)
Se a internet teve um impacto profundo sobre as práticas e políticas de marketing, as redes sociais online estabelecem um relacionamento das marcas com os seus clientes de forma muito diferente da que existia com os sites clássico, não interativos. As redes sociais e a internet, acompanhadas pelas tecnologias de mobilidade, são plataformas que contribuem para a disseminação do conhecimento e um maior dinamismo no processo de venda. É importante notar que as redes sociais, com a sua capacidade viral, impactam determinantemente as relações que se estabelecem entre diferentes intervenientes da venda (Dionísio et al., 2018).
Esta revolução nos meios de comunicação, obrigou que as empresas adaptassem as suas estratégias de Marketing e Publicidade, e olhassem para as Redes Sociais, como uma ferramenta de divulgação de produtos e serviços (Yankova e Ozuem, 2017).
Um dos setores mais afetados, foi o setor da cosmética, que atualmente atinge volumes de negócios historicamente elevados. As empresas de cosmética, investem em influenciadores de Redes Sociais, e promovem os seus produtos recorrendo a estes influenciadores, através da criação de conteúdos especialmente destinados à divulgação em redes sociais (Grosman, 2017).
O presente projeto de empreendedorismo, é uma oportunidade para colocar em prática os ensinamentos adquiridos no Mestrado de Gestão e Estratégia Empresarial, e passa pela criação de uma empresa de consultoria de Redes Sociais, que terá como objetivo sensibilizar os empresários mais céticos, para a importância da utilização desta ferramenta, com metodologias adequadas. A empresa terá o nome de 24Share e será responsável pela criação e/ou gestão total, das redes sociais dos seus clientes, de forma a dinamizar a sua imagem e divulgar ações de Marketing e Publicidade.
Numa primeira fase, iremos fazer a introdução ao tema, com a devida revisão de literatura, que permitirá a assimilação de conceitos chave para a realização do projeto. De seguida, passaremos à descrição do negócio, detalhando os nossos objetivos a curto, médio e longo prazos. Para concluir, apresentaremos demonstrações financeiras, que permitirão analisar a viabilidade do projeto, as propostas para o futuro.
If the internet has had a profound impact on marketing practices and policies, online social networking establishes a relationship between brands their customers in a very different way from the one that existed with the classic non-interactive sites. Social networks and the internet, accompanied by mobility technologies, are platforms contributing to the dissemination of knowledge and agile sales processes. It is important to note that social networks, with their ability to create viral content, impact decisively the relations that are established between different players in sale process. This revolution in the media forced companies to adapt their marketing and advertising strategies and turn to social networks as tools to promote products and services. One of the most affected sectors was the cosmetics sector, which currently has unprecedented business volumes. Cosmetics companies invest in Social Networking influencers and promote their products using them through the creation of content specially designed for social networking. This entrepreneurship project is an opportunity to put into practice the knowledge acquired in the Masters of Management and Business Strategy, and involves the creation of a Social Networks consulting company, which will aim to raise awareness of skeptical entrepreneurs to the importance of the use of this tool, with appropriate methodologies. The company will be named 24Share and will be responsible for the creation and/or total management of the social networks suggested by its clients, in order to boost their image and publicize Marketing and Advertising actions. We start with an introduction of the topic, literature review, deploying key concepts for the implementation of the project followed by a description of the business, with specification of the main objectives. To conclude, we present financial statements, to analyse the viability of the project going forward.
If the internet has had a profound impact on marketing practices and policies, online social networking establishes a relationship between brands their customers in a very different way from the one that existed with the classic non-interactive sites. Social networks and the internet, accompanied by mobility technologies, are platforms contributing to the dissemination of knowledge and agile sales processes. It is important to note that social networks, with their ability to create viral content, impact decisively the relations that are established between different players in sale process. This revolution in the media forced companies to adapt their marketing and advertising strategies and turn to social networks as tools to promote products and services. One of the most affected sectors was the cosmetics sector, which currently has unprecedented business volumes. Cosmetics companies invest in Social Networking influencers and promote their products using them through the creation of content specially designed for social networking. This entrepreneurship project is an opportunity to put into practice the knowledge acquired in the Masters of Management and Business Strategy, and involves the creation of a Social Networks consulting company, which will aim to raise awareness of skeptical entrepreneurs to the importance of the use of this tool, with appropriate methodologies. The company will be named 24Share and will be responsible for the creation and/or total management of the social networks suggested by its clients, in order to boost their image and publicize Marketing and Advertising actions. We start with an introduction of the topic, literature review, deploying key concepts for the implementation of the project followed by a description of the business, with specification of the main objectives. To conclude, we present financial statements, to analyse the viability of the project going forward.
Description
Keywords
Empreendedorismo Redes Sociais Marketing Publicidade Estratégia Empresarial Projeto Empresarial