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Utilização das redes sociais para o fortalecimento das marcas e da sua relação com os consumidores
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 13.57 MB | Adobe PDF |
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Abstract(s)
O presente relatório de estágio tem como objetivo analisar a utilização das redes sociais para fortalecimento das marcas e da sua relação com os seus consumidores, estudando o caso da FOX Networks Group e os seus canais, FOX Life, FOX Comedy, FOX Movies, FOX Crime e 24 Kitchen.
Como base para este relatório, o estágio teve a duração de seis meses na agência criativa digital, Arc Worldwide. De todas as funções e tarefas realizadas, foi decidido que elaborar estes casos de estudo seria mais relevante para este relatório.
A realização do estágio teve como primeiro objetivo tomar contacto com a realidade profissional na área do marketing. Bem como, viabilizar a implementação prática dos conhecimentos adquiridos durante o mestrado e desenvolver competências que apenas através do contexto laboral se adquirem.
Ao longo do documento será apresentada uma revisão bibliográfica que pretende expor as temáticas abordadas durante todo o ambiente laboral, como o perfil dos consumidores do século XXI, o social media marketing e as online brand communities, por exemplo. Nesta esfera, foi feito um caso de estudo da marca FOX Network Group, dos seus canais trabalhados e uma especificação das funções e tarefas, nomeadamente gestão de comunidades nas redes sociais e relatórios de performance.
Confirmou-se que os social media são imprescindíveis para a comunicação das marcas nos tempos que correm, mas que existem bastantes variáveis a considerar para uma comunicação bem sucedida e eficaz para que haja retorno para a marca. De modo a que os conteúdos obtenham bom engagement é necessário que tenham valor, tanto para a marca, bem como para os consumidores, e que haja uma interação personalizada para cada um dos utilizadores.
This report concerns to the internship experience, aims to analyse the use of social media networks for brand’s strengthening and their relationship with their consumers, studying the case of FOX Networks Group and its channels, FOX Life, FOX Comedy, FOX Movies, FOX Crime and 24 Kitchen. To realise this master’s thesis, the internship was six months long in the digital creative agency Arc Worldwide. Of all performed duties and tasks, was decided that this case was the most relevant for this report. The main purpose of the internship was to be the first real work experience in the marketing area. As well as, enable the practical implementation of the knowledge acquired in the master, and at the same time, develop skills that can only grow in a work context. In this document will be presented a literature review that intent to introduce the themes approached in the internship, such as the 21st century consumer’s profile, social media marketing, online brand communities, among others. In this perspective, will be made a case study of FOX Networks Group, its channels and the explanation of developed functions, like community management and performance reports. It has been recognized that social media nowadays are essential for brand’s communication, however there are many variables concerning a successful and effective communication so that can exist any return for the brand. With focus on great content engagement it is necessary that the content be valuable both for the brand and for the consumers and that there is personalized interaction for each of the users.
This report concerns to the internship experience, aims to analyse the use of social media networks for brand’s strengthening and their relationship with their consumers, studying the case of FOX Networks Group and its channels, FOX Life, FOX Comedy, FOX Movies, FOX Crime and 24 Kitchen. To realise this master’s thesis, the internship was six months long in the digital creative agency Arc Worldwide. Of all performed duties and tasks, was decided that this case was the most relevant for this report. The main purpose of the internship was to be the first real work experience in the marketing area. As well as, enable the practical implementation of the knowledge acquired in the master, and at the same time, develop skills that can only grow in a work context. In this document will be presented a literature review that intent to introduce the themes approached in the internship, such as the 21st century consumer’s profile, social media marketing, online brand communities, among others. In this perspective, will be made a case study of FOX Networks Group, its channels and the explanation of developed functions, like community management and performance reports. It has been recognized that social media nowadays are essential for brand’s communication, however there are many variables concerning a successful and effective communication so that can exist any return for the brand. With focus on great content engagement it is necessary that the content be valuable both for the brand and for the consumers and that there is personalized interaction for each of the users.
Description
Keywords
Marketing Perfil do consumidor do séc. 21 Social media marketing Online brand communities Consumidores Interação Redes sociais Marca Branding Relatório de estágio