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Facebook and marketing
Karasová, Eva ; Černá, Jitka (advisor) ; Handlíř, Jiří (referee)
The main aim of this thesis is to verify the suitability of the use of Facebook as the main tool of communication mix within a specific marketing campaign. Individual Facebook applications will be analyzed and provide the basis for the practical part of the work. On this basis, the project consists of using social networking site Facebook for a particular company and will subsequently be analyzed in two campaigns that take place on the social network. The analysis will be carried out market research among potential customers of the company. The analysis of the results of research respondents reveals the structure of social networks the target group. The operational objective will design and content of subsequent Facebook campaign for the company.
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Influence of social network on search engine optimization
Kmecová, Hana ; Stříteský, Václav (advisor) ; Kubátová, Eliška (referee)
The diploma thesis deals with social networks from the perspective of their impact on search engine optimization (SEO). It focuses on description how the search engine marketing works. Main emphasis is given on the description of key social networks that have an assumption (because of their functionality) to affect of shifting the search results. Some social services also have an impact on indexing new content in search engines. They are also an important part of the strategy for online reputation management. Part of the diploma thesis is devoted to the modern concept of SEO which is defined as findability marketing. This concept consider the social networks as internet websites where users looking for information. That is the reason why this thesis contains a chapter about search capabilities on social networks.
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Social networks, Users and Marketing
Kobrle, Daniel ; Palovská, Helena (advisor) ; Mildeová, Stanislava (referee)
This thesis deals with the analysis of internet social networks and their relationship with users. It also discusses their business model and marketing purposes. The aim is to create an overview of the process of genesis and evolution of social networks in the Czech Republic and the world, the reasons for their formation and to analyze their current business model. The aim is also to describe the opportunities of social networks in business, especially how to use them to advertising, products promotion and customer relationship management. This thesis describes the different types of ads and their properties, then analyzes the major social networks operating in the Czech environment and shows their characteristics in marketing and the opportunities they offer for companies looking for new customers or employees. There's also analyzed the relationship between social networks and users, influence of social network od thein users and their impact on consumption. Then there is described the user view, processing of personal data, risks and threats of social networks. A between users in the most significant Czech social network follows and the resulting recommendations. In this thesis, you can find advices and recommendations on how to use the opportunities of social networks in promoting products and communication of companies with customers.
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Use of social networks in supporting innovation
Trčková, Lenka ; Molnár, Zdeněk (advisor) ; Feige, Tomáš (referee)
The thesis focuses on potential use of social networks in supporting innovation activities within companies. The main objective of the paper is to clarify the relationship between innovation activities in companies and its possible support by social network followed by presentation of suitable social networks which allows developing contacts, communication, sharing and cooperation in innovative activities. The objective is fulfilled by defining social networks and innovation; analysing related innovation activities of companies and its possible support through social networks; introducing appropriate social networks; evaluating innovative environment for business and examining awareness and applicability of these innovative concepts: open innovation, innovation marketplaces and collaboration platforms in Czech companies. The main contribution of the thesis is defining social networks in relation to innovation activities of companies, that gives the reader insight into the topic of social networks and innovation; designing an assessment framework of social networks that support innovation and creating an overview of existing social networks that enables innovation activities, which should help companies in easier orientation within services and functionality that analyzed web portals offer. The theoretical part of this paper defines the terms of social networks and innovation, and then explains the relationship of social networks and innovative activities. The theoretical part is followed by an overview of existing social networks that can be used as a support for innovation. The paper then focuses on the innovation environment in the Czech Republic in comparison to Sweden. The last chapter examines the awareness and applicability of social networks in supporting innovation activities in Czech companies.
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Interactive marketing in Vodafone Czech Republic
Míka, Michal ; Pešek, Ondřej (advisor) ; Markoš, Michal (referee)
Diploma thesis focus on dynamically developing medium -- Internet and its usage for marketing needs. At first the thesis describes the basics of internet and it's grow into the medium we know from today. It is followed by the description of marketing communication on the internet. It describes the communication from the first internet banner to the start of mass internet communication, social media and mobile marketing. It describes the opportunity of the smartphones. Theoretical knowledge is used in practical part which describes mid-sized internet campaign realized with the tools described in the theoretical part.
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Consumer contests and the new technologies
Balcarová, Martina ; Vávra, Oldřich (advisor) ; Stříteský, Václav (referee)
The thesis focuses on consumer contests within the field of modern technologies. Its objective is to provide a comprehensive overview of the role consumer contests take as a part of the marketing communications mix, the current legislation governing the issue of consumer contests in the Czech Republic, and especially on how to use the Internet and mobile devices to create a successful contest campaign. Special attention is paid to describing a variety of contest concepts as well as to the most current platforms that can be used in a contest execution. The work also includes an online survey, providing unique data on involvement and preferences of the respondents about consumer contests.
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Journalism in the Era of New Media
Ischia, Michal ; Pavlíček, Antonín (advisor) ; Koubský, Petr (referee)
Thesis is focused on digital and social media in journalism. In a brief introduction is explained situation in Czech media environment where influence of online news increase every year to the detriment of traditional media. It deals with an influence of new media to journalism work. New publishing methods are analysed, especially methods based on digitalization of content and ways to paid content. Original survey presents behaviour and habits of social networks users. Are they a relevant source of information for readers of Respekt magazine? Research then analyses how Czech newspaper and magazines use social networks. In the end of this block it brings best practices and some recommendations for communication and monitoring in social media. Both parts, digital and social media, are connected by practical issues from Respekt magazine. In the last part of thesis is designed a concept of Respekt's digital strategy for next years.
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Danger of misuse of existing social networks
PLCHOVÁ, Eliška
Currently, social networks are an irreplaceable communication medium not only for adults, but also for children and adolescents. Social networks make possible to realize many interesting activities, they can be used for an entertainment, education and especially for a communication with friends. The aim of my diploma thesis was to find out risks associated with the use of the social networks at older school children. To discover, on a chosen sample of children from upper primary schools, what is their experience with a security of personal data, how much time they spend on social networks, if they met some offensive content, whether they see dangers associated with the use of the social networks etc. In the theoretical part I dealt with a basic definition of individual social networks (Facebook, Twitter, Badoo, Xchat, Lidé (People), Spolužáci (Classmates), LíbímSeTi (DoYouLikeMe). Then I also defined basic means of the internet communication, its specifics and I described newly emerged phenomena which were, as a form a socio-pathological behaviour, very closely connected to an improper use of the social networks. For a closer recognition of the research sample I shortly characterized the behaviour of the older school children, their relationship to peers, their need for an identification and leisure time. An important component of it there is also a prevention, counselling and support on the internet. In the conclusion I briefly explained advices and principles of the secure internet from a perspective of a minor user, a parent and a teacher. A quantitative research investigation was carried out within the thesis. It was realized via an electronic questionnaire with children from upper primary schools at five chosen elementary schools. Specifically, there were Elementary School in Trhové Sviny, Ledenice, Pohůrka, České Budějovice - Nová St. (remote site in J. S. Baar St.) and Otakar Nedbal St. Two hypotheses were determined: H1: Users are not informed about a possibility to secure their personal data. And H2: Users do not see any danger in the use of social networks. Results have been presented in graphs with a subsequent statistical summary in MS Excel. The results of the thesis can be used especially by specialists dealing with this issue, then by professionals working with adolescents and last but not least, also by the children´s parents themselves, who have a fear or feel insecurity in their child´s behaviour on the internet.
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Current social networks as a tool for resocialisation of handicapped people
KOLÁŘOVÁ, Tereza
It might happen to any of us at any time to have a direct experience of rehabilitation of persons with disabilities. As a result of a serious illness or an injury, a person might not be able to continue in the way of life to which they have been accustomed. It is very important for such person not to remain isolated, but rather to try to reintegrate into society. This thesis aims to determine the effect that being a member of a social network has on persons with physical disabilities. It focuses on the areas of health, social integration, and work as well as education. Further, the thesis tries to answer the question what people with disabilities perceive as the greatest benefit of being a member of a social network. To my research, I chose a qualitative approach; I collected data through semi-structured interviews which I had previously prepared a set of guiding questions for. The procedure was completed by a non-standardized observation technique, which was done secretly without any direct involvement from my side. The sample consisted of 15 persons with disabilities who are currently users of social networks. They were selected based on my judgment and their willingness to participate. The results of my research are presented in the form of case studies; the most important data immediately related to the main objectives of my thesis were also evaluated by simple enumeration technique. What emerged from the research is that being a member of a social network has a positive impact on rehabilitation of persons with disabilities. It may help them improve or compensate for their health situation, prevent social isolation, find suitable jobs, as well as raise their awareness about the opportunities for further education and retraining. People with disabilities perceive mediation of continuous contact with the outside world as the largest benefits of membership in social networks.
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The internet and its hazards from the students point of view at elementary school
ŠÍMOVÁ, Romana
The bachelor work "The internet and its hazards from the students point of view at elementary school" is focused on the issues of the internet environment. The goal of the work is to find out, for which activity the grammer school students use internet at most, and whether they are familiar with the risks of this environment. The theoretical part focuses on internet social network, where particular chapters highlight the negative phenomena, which are connected with them, and subsequently recommend, how to defend against this danger. The practical part describes the results of the research, which detected the relationship of the students to the internet and social network. It reveals the currency and popularity of social network among students, the most used communication tools, which personal data are mentioned by students on social network, and whether the students have any negative experience with other internet users.
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