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Usage of Facebook and Google AdWords for Brand Building
Veselský, Štěpán ; Molnár, Zdeněk (advisor) ; Otevřel, Lukáš (referee)
This Diploma Thesis' main subject is Internet marketing. Its main objective is suggesting and realizing an online marketing campaign focused on using Facebook and Google AdWords in order to building brand awareness of a small business. This effort is followed by an analysis of its results. The contribution should be apparent to all the marketers of other small businesses, who find themselves in similar situation and try to solve it by using modern online marketing tools and channels. The thesis is divided into two main sections. The first covers necessary theoretical bases of online marketing, the next one puts the theoretical knowledge into practice of a real small company, Saloon Exclusive. The ending summarizes the outcomes for the company and suggests some next steps.
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Use Of Social Networks For Competitive Intelligence In Organization
Balon, Lukáš ; Molnár, Zdeněk (advisor) ; Nečas, Miroslav (referee)
This thesis serves as Competitive Intelligence in social networks study for 1.A&B a.s. marketing and advertising company. Thesis is devided ito four parts. First part introduces social network as today's phenomenon, presenting it's definiton, basic characteristics and short introduction to Czech and foreign social networks history. It also compares developement trends and user numbers. Second part is focused on defining the competitive environment of 1.A&B company, identifying its competitors on social networks, presenting their basic information. Social networks chosen for competitive intelligence work are selected using Czech internet popullation impact index. Third part is focused on gathering and then analysing introduced competitors' profiles on social networks using automated tools such as Facebook Graph API or commercial one - Social Bakers online tools. In final part, all gathered and analyzed data are evaluated and reccomendations for 1.A&B company are given.
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Social networks and their usage in marketing
Kucharčíková, Kristýna ; Průša, Přemysl (advisor) ; Matušinec, Miroslav (referee)
The aim of this thesis is to analyse the possibilities of promotion on social networks and based on the analysis of selected campaign evaluate the effectiveness of this promotion and formulate recommendations for the future. The theoretical part is at first concerned with the specifics of marketing on the Internet, further describes selected representatives of social networks with focus on their usage in marketing. Emphasis is placed on the social network Facebook. In the practical part is solved the case study concerning launch of the new product that was communicated also on Facebook. The campaign is examined mainly through a questionnaire survey, which aims to find out its communication and sales effectiveness.
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The use of social networks in marketing
Mejdrová, Jana ; Lhotáková, Markéta (advisor) ; Štrbíková, Tereza (referee)
The purpose of this diploma thesis is to analyze the different possibilities of using social networks in marketing, and to compare the situation in the Czech Republic with the rest of the world. In the theoretical section, the term social network is clearly defined and the historical development of social networks and their popularity in the world and in the Czech Republic are discussed. Later, the thesis focuses on individual components of marketing strategy and marketing mix and their implementation on social networks. The key part of the thesis centers on the discussion of different marketing tools, which are used on the most popular social networks today and provides practical examples of their use. The final chapter is a detailed analysis of the marketing strategy and communication campaigns within the most successful companies on social networks in order to identify the reasons for their success. These conclusions are then compared with marketing activities on social networks in the Czech Republic. Finally, the thesis compares the way in which international firms that operate in the Czech Republic are using social networks for marketing abroad and in our country.
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Perception of advertisement on social network Facebook
Brejcha, Jan ; Gála, Libor (advisor) ; Pour, Jan (referee)
This thesis is focused on advertising on social network Facebook. The aim of this thesis is to explore how Facebook users perceive different types of ads that appear on Facebook and to make comparisons in relation to advertising elsewhere on the Internet. In the first part of this thesis, different types of Internet advertising and social networks are characterized. Further there are described possible kinds of advertising on Facebook which appear on this social network and equivalents of the Internet advertising are assigned to them. The second part is devoted to the preparation of the questionnaire and subsequent evaluation and presentation of results. The benefit of this work is to determine how users perceive advertising on Facebook in comparison with the advertising elsewhere on the Internet. The aim is also to obtain user preferences for particular types of advertising both on Facebook and on the Internet. Based on the results of the preferences, a recommendation of what types of advertising should be used due to their positive perception of the user is given.
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Possible uses of social networks for business support
Polák, Tomáš ; Molnár, Zdeněk (advisor) ; Trčka, Adam (referee)
The primary goal and the main purpose of this paper is to create comprehensive guide to practical use of social networks for business support. Firstly, the reader is acquainted with the definition and history of social networking, then different usages of them is presented. In the next section, focused on Facebook, the reader learns the basic rules for communica-tion on social networks and how to build a fan base. In the practical part, I describe my own work on managing social profiles and I present my personal experiences from my effort to build a good fan base on Facebook page. As a metric indiciating the success of my efforts, I chose values "reach" and "engaged users" used by Facebook itself.
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The possibilities of usage of social networks for the support of entrepreneurship
Vaněk, Jiří ; Molnár, Zdeněk (advisor) ; Brdek, Vladimir (referee)
The subject of the Bachelor's thesis is "The possibilities of usage of social networks for the support of entrepreneurship". This research introduces characteristics of various types of social networks from the viewpoint of their usage in order to increase the competitiveness of organizations. The aim is to analyze the current situation, possibilities and conditions of usage of the social networks in the Czech Republic. The study is divided into two parts, theoretical and practical. The first part concentrates on the introduction of various types of social networks. In addition, it also includes the history, development and possibilities of usage of the social networks in practice. In the practical part of this work the current situa-tion of Zentity s.r.o. is analyzed concerning the social networks in comparison with its main competitors in the industry. This thesis is beneficial by its comparison of usage of social networks of Zentity s.r.o. against its competitors and by suggestions of more effective presentation of the firm on the social networks.
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The possibilities of using social networks in company
Daněk, Lukáš ; Jon, Jakub (advisor) ; Měsíček, Libor (referee)
Social networks are on the rise. They are used by businesses of all sizes and across industries. But they are really the way to increase employee productivity, increase sales and overall interest in the company? Or is it just a fashion trend? Possibilities of using social networking as a tool to support business are widely debated. This paper is a summary of objective and subjective views and experiences with the use of social networking in the company. Author acquaints readers with the possibilities of using social networks for internal communication. It places emphasis on practical experience and concepts of various public social networks, and compares them with private social networks. It then discusses the possibilities of using social networks for external communication and marketing presentation, again with emphasis on the real usability and concept of each individual network. The paper also listed the most recent studies and surveys that show the importance and development of social networks in the 21st century. The aim is to form a comprehensive overview of the utilization of social networking in a company with a focus on internal communication and communication with the surrounding businesses.
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