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Bakalářská Práce VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 BAKALÁŘSKÁ PRÁCE KOMUNIKACE A LIDSKÉ ZDROJE Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 NÁZEV BAKALÁŘSKÉ PRÁCE/TITLE OF THESIS Marketing sociálních sítí. TERMÍN UKONČENÍ STUDIA A OBHAJOBA (MĚSÍC/ROK) 10/2014 JMÉNO A PŘÍJMENÍ / STUDIJNÍ SKUPINA Erika Papáčová / KLZ JMÉNO VEDOUCÍHO BAKALÁŘSKÉ PRÁCE Ing. Aleš Marek, Ph.D. PROHLÁŠENÍ STUDENTA Odevzdáním této práce prohlašuji, že jsem zadanou bakalářskou práci na uvedené téma vypracovala samostatně a že jsem ke zpracování této bakalářské práce použila pouze literární prameny v práci uvedené. Jsem si vědoma skutečnosti, že tato práce bude v souladu s § 47b zák. o vysokých školách zveřejněna, a souhlasím s tím, aby k takovému zveřejnění bez ohledu na výsledek obhajoby práce došlo. Prohlašuji, že informace, které jsem v práci užila, pocházejí z legálních zdrojů, tj. že zejména nejde o předmět státního, služebního či obchodního tajemství či o jiné důvěrné informace, k jejichž použití v práci, popř. k jejichž následné publikaci v souvislosti s předpokládanou veřejnou prezentací práce, nemám potřebné oprávnění. Datum a místo: 29. 08. 2014, Praha PODĚKOVÁNÍ Ráda bych tímto poděkovala vedoucímu bakalářské práce, za metodické vedení a odborné konzultace, které mi poskytla při zpracování mé bakalářské práce. Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 SOUHRN 1. Cíl práce: Cílem práce je srovnat aktivity nových bank v oblasti jednoho z odvětví elektronické formy komunikace na internetu a na sociálních sítích. Identifikovat klíčové faktory pro úspěšnou komunikaci podniku na sociálních sítích včetně navržení vhodných doporučení pro zlepšení. Praktická část je zaměřena na komparaci využívání sociálních sítí tří poměrně nových bankovních subjektů - Zuno banky, Air Bank a Fio banky. S ohledem na cíle práce byla stanovena základní hypotézová otázka: Je ze strany veřejnosti / klientů bank zájem o elektronickou formu komunikace prostřednictvím sociálních sítí? 2. Výzkumné metody: Teoretická část bakalářské práce bude zpracována běžnou analýzou vybraných dokumentů, které souvisejí s jejím tématem (literární rešerše). Metody vybrané pro zpracování praktické části jsou zejména vzájemná komparace aktivit bank v oblasti jednoho z odvětví elektronické komunikace na internetu – na sociálních sítích. Na základě této komparace je vypracován návrh na zlepšení využívání sociálních sítí a jsou zpracovány konkrétní závěry a doporučení. 3. Výsledky výzkumu/práce: Z provedené komparace vyplynulo, že nejvíce fanoušků, počet zhlédnutí reklamních spotů a tweetů má Air Bank. V rámci vyhodnocení jednotlivých oblastí bylo vždy uvedeno i doporučení, jak např. zvýšit počet fanoušků na Facebooku, jak zvýšit počet sledujících uživatelů na Twitteru a sledovanost videí na Youtube. Vzájemná komparace na Facebooku, Twitteru a Youtube byla uskutečněna ke konkrétnímu termínu – 9. 8. 2014, tak aby bylo samotné porovnání co nejvěrohodnější. Dodatečně pro zachycení celkového obrazu byla k 27. 8. 2014 doplněna ještě komparace na Google+. 4. Závěry a doporučení: Při celkovém zhodnocení provedené komparace, byla jako banka s největším úspěchem na sociálních sítích vyhodnocena Air Bank. Na druhém místě se umístila Zuno banka a na třetím Fio banka. Obě banky dokázaly na své profily na sociálních sítích během poměrně krátké doby nalákat své fanoušky. Celkově tak ukázaly, že pokud má banka klientům co nabídnout a propojí to s inovativním přístupem formou elektronické komunikace, tak to i na českém trhu může být inspirací pro jiné začínající instituce. Stěžejním druhem elektronické internetové komunikace, bez které nemůže v dnešní době žádná banka, ani společnost existovat, jsou webové stránky. Pokud se však banky rozhodnou setrvat na sociálních sítích, měly by jejich návštěvnost, zájem o ně a informovanost podpořit propojením různých forem propagace. KLÍČOVÁ SLOVA banka Facebook klient marketing sociální sítě Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 SUMMARY 1. Main objective: The aim is to compare the activities of the new bank in one of the electronic forms of communication on the Internet – on social networks. Identify the key factors for successful communication on social networks, including the design of appropriate recommendations for improvement. The practical part is focused on comparing the use of social networks, three relatively new banking entities – Zuno Bank, Air Bank and Fio Bank. With regard to the objectives of the work was determined basic hypothesis question: Is the part of the public / clients bank interest the electronic form of communication through social networks? 2. Research methods: The theoretical part will be handled routine analysis of selected documents related to its topic (literature review). The methods chosen for the practical part are especially mutual comparison of banks' activities in one sector of electronic communications on the Internet – on social networks. On the basis of this comparison is a proposal to improve the use of social networks and are processed by specific conclusions and recommendations. 3. Result of research: From the above comparison showed that most fans, views of commercials and tweets has Air Bank. In the evaluation of the individual areas was always stated as a recommendation as such. Increase the number of fans on Facebook, how to increase the number of watchers on Twitter and viewing videos on Youtube. Mutual comparison to Facebook, Twitter and Youtube was made for a specific date – 9th 8th 2014 and was itself compared to what most plausible. In addition to capturing the overall picture was on the 8th to the 27th 2014 was accompanied by a comparison to Google+. 4. Conclusions and recommendation: In the overall assessment by comparison, was a bank with the greatest success on social networks evaluated Air Bank. In second place was Zuno Bank and third Fio banka. Both banks could on their profiles on social networks within a relatively short period of time to woo his fans. Overall, we have shown that if a bank has to offer clients and connect it with an innovative approach in the form of electronic communication, can be an inspiration for other institutions beginning. The main type of electronic internet communications, without which it can not at the present time, no bank or company there are websites. However, if banks choose to remain on social networks, should their attendance, interest and awareness of them support the integration of different forms of promotion. KEYWORDS bank client Facebook marketing social networks JEL CLASSIFICATION JEL: M30 – General JEL: M31 – Marketing JEL: M37 – Advertising Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 Vysoká škola ekonomie a managementu [email protected] / www.vsem.cz VYSOKÁ ŠKOLA EKONOMIE A MANAGEMENTU Nárožní 2600/9a, 158 00 Praha 5 Obsah 1 Úvod ............................................................................................................................. 1 2 Nejznámější sociální sítě ............................................................................................ 2 2.1 Facebook ............................................................................................................................ 3 2.2 Twitter ............................................................................................................................... 4 2.3 Google+ ............................................................................................................................. 5 2.4 Příklady dalších sociálních sítí .......................................................................................... 5 3 Využití a rizika sociálních sítí .................................................................................... 7 3.1 Využití sociálních sítí ........................................................................................................ 7 3.2 Možná rizika ...................................................................................................................... 8 4 Sociální sítě jako důsledek komunikační revoluce .................................................. 9 4.1 Důvěryhodnost a uzavřený okruh kontaktů ..................................................................... 10 4.2 Kanály novinek ................................................................................................................ 11 4.3 Dominový efekt ............................................................................................................... 11 5 Druhy komunikačního mixu na Facebooku ........................................................... 11 5.1 Základní pravidla ............................................................................................................. 12 5.2 Úvodní fotografie (Cover photo) ..................................................................................... 12 5.3 Profilový obrázek (Profile picture) .................................................................................. 13 5.4 Záložky (Page Tab) ......................................................................................................... 13 6 Marketing na sociálních sítích ................................................................................
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