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Grey Literature 2.0
Simandlová, Tereza
The paper tries to describe grey literature in the context of platforms and tools of the web 2.0. We can follow up that increasing trends in the scientific communication are e.g. microblogging, scientific blogging and there are also scientific social networks in the distribution cycle of grey literature. Except the examples of grey literature 2.0, the paper also discusses the problems of the promotion of grey literature and grey literature community through the social media.
Fulltext: idr-507_4 -  PDF
Slides: idr-507_1 - PDF; idr-507_2 - PDF
Video: idr-507_3 -  MP4
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Social CRM and new approaches to marketing on the internet
Harášek, Luboš ; Basl, Josef (advisor) ; Kroupa, Lukáš (referee)
The goal of this thesis is to analyse ways companies, entrepreneurs or individuals can present themselves in terms of marketing on the internet especially with regards to the spread of social networks and growing significance of internet as a means of communication. Along with the possibilities of new marketing instruments, I focus on their influence on consumers and internet users. Goals of the thesis will be achieved by means of studying internet sources, specialized magazines and books, and by research among internet users. The research will be done by means of an internet questionnaire. The thesis is divided into five parts. The first two parts describe the environment of contemporary internet such as social networks, technologies, social CRM, and a definition of Web 2.0. Third part addresses technological possibilities of linking social networks to external applications. The fourth, practical part of the thesis is focused on the research among internet users and their opinion and behaviour on the internet with regards to marketing and the fifth part brings a thought on future development and use of marketing on the internet. I can see a contribution of this thesis in bringing new knowledge to potential advertisers on the internet so that they can -- based on my findings - decide and get inspiration in some of the contemporary or future advertising solutions and also for current advertising space providers and advertisers who get information on how different ways of promotion influence the consumers.
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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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