Yritysten markkinointi sosiaalisessa mediassa

Kandidaatintutkielma käsittelee yritysten markkinointia sosiaalisessa mediassa. Tutkielmassa esitellään sosiaalisen median käsitteitä ja keskitytään kuluttaja-markkinointiin. Markkinoinnin teoreettisena viitekehyksenä pidetään asiakas-suhdemarkkinointia, joka sopii sosiaaliseen mediaan perinteistä m...

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Main Author: Saukko, Mikael
Other Authors: Informaatioteknologian tiedekunta, Faculty of Information Technology, Informaatioteknologia, Information Technology, University of Jyväskylä, Jyväskylän yliopisto
Format: Bachelor's thesis
Language:fin
Published: 2017
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/52957
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author Saukko, Mikael
author2 Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology University of Jyväskylä Jyväskylän yliopisto
author_facet Saukko, Mikael Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology University of Jyväskylä Jyväskylän yliopisto Saukko, Mikael Informaatioteknologian tiedekunta Faculty of Information Technology Informaatioteknologia Information Technology University of Jyväskylä Jyväskylän yliopisto
author_sort Saukko, Mikael
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description Kandidaatintutkielma käsittelee yritysten markkinointia sosiaalisessa mediassa. Tutkielmassa esitellään sosiaalisen median käsitteitä ja keskitytään kuluttaja-markkinointiin. Markkinoinnin teoreettisena viitekehyksenä pidetään asiakas-suhdemarkkinointia, joka sopii sosiaaliseen mediaan perinteistä markkinoin-tinäkökulmaa paremmin. Tutkielma tarkastelee sosiaalisen median palveluista eniten käytettyjä Facebookia ja Twitteriä. Tutkielman tarkoituksena on esitellä, millaisia hyötyjä yritys voi markkinoinnissaan saada sosiaalisessa mediassa olemisesta sekä millä keinoilla siellä voi tehokkaasti toimia. Tutkielman tulok-sina todetaan, että tehokasta toimintaa tukevat kilpailujen järjestäminen, äänes-tykset, sekä kuvien ja huumorin käyttö. Sosiaalisen median avulla yritys pääsee kommunikoimaan kuluttajien kanssa sekä ylipäätään sitouttamaan heitä pa-remmin. Sosiaalisessa mediassa onnistuminen vaatii yritykseltä aktiivisuutta, suunnitelmallisuutta ja kärsivällisyyttä. This Bachelor’s Thesis is about companies’ marketing in social media. The the-sis explains social media terminology and concentrates on business-to-customer marketing. Theoretical framework for marketing is relationship marketing which suits for social media better than the traditional view. The thesis takes a look at the most used social media services in Facebook and Twitter. The goal of the thesis is to show what kind of benefits a company can have by being in so-cial media and what are the ways to do it in an efficient way. The results of the thesis state that effective use of social media can be achieved by arranging com-petitions, polls, and using pictures and humor. With the help of social media, a company gets to communicate with consumers and engage them in a better way. In order to succeed in social media, a company has to be active, patient and make long-term plans.
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spellingShingle Saukko, Mikael Yritysten markkinointi sosiaalisessa mediassa sosiaalinen media asiakassuhdemarkkinointi Facebook Twitter Tietojärjestelmätiede Information Systems Science
title Yritysten markkinointi sosiaalisessa mediassa
title_full Yritysten markkinointi sosiaalisessa mediassa
title_fullStr Yritysten markkinointi sosiaalisessa mediassa Yritysten markkinointi sosiaalisessa mediassa
title_full_unstemmed Yritysten markkinointi sosiaalisessa mediassa Yritysten markkinointi sosiaalisessa mediassa
title_short Yritysten markkinointi sosiaalisessa mediassa
title_sort yritysten markkinointi sosiaalisessa mediassa
title_txtP Yritysten markkinointi sosiaalisessa mediassa
topic sosiaalinen media asiakassuhdemarkkinointi Facebook Twitter Tietojärjestelmätiede Information Systems Science
topic_facet Facebook Information Systems Science Tietojärjestelmätiede Twitter asiakassuhdemarkkinointi sosiaalinen media
url https://jyx.jyu.fi/handle/123456789/52957 http://www.urn.fi/URN:NBN:fi:jyu-201702061366
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