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Tipo de material : bachelorThesis
Título : Estrategia de social media management a través del uso de content marketing y branding digital para fidelizar los espacios de consumo especializados del norte de Quito. Caso Cafef!
Autor : Riofrío Molina, Paula Alejandra
Tutor : Astudillo Gordón, Gabriela Fernanda
Fecha de publicación : 2016
Editorial : Quito: Universidad de las Américas, 2016
Citación : Riofrío Molina, P. A. (2016). Estrategia de social media management a través del uso de content marketing y branding digital para fidelizar los espacios de consumo especializados del norte de quito. Caso Cafef!. (Tesis de pregrado). Universidad de las Américas, Quito.
Resumen : El siguiente trabajo se realizó con el propósito de identificar una estrategia que pequeñas y medianas empresas puedan utilizar para dar a conocer sus negocios o emprendimientos de una manera correcta en medios digitales, con el objetivo de que el acercamiento que realicen con su público sea óptimo y puedan crear una comunidad a fin a su industria...
Descripción : The following work was carried out with the purpose of identifying a strategy that SMEs can use to publicize their business ventures in the right way using digital media, with the aim that the approach engaged with your audience is optimal and they can create a community related to its industry. It is important to publicize the necessary elements to create a Social Media Management strategy as planning and specific skills to achieve good results is needed; we are referring about photo sizes, kinds of content, target group selection, among others. Content Marketing refers about the way you can design and create the appropriate contents for each social network always focusing on the type of user that will have access to information or from which devices could he or she be looking at a specific brand or business. Not only talking about texts, but also other content formats like GIF or videos that allow energize the page and convert communication to its user-friendly way. Finally, it is reported on Digital Branding and its importance since entering the digital world, people are surrounded by thousands of forms of advertising and information is filtered automatically. It is for this reason that, once the channels that will be used to create the digital community identified, should personalize content, so that to be shared (whether photos, GIFs, videos, etc.) Brand entrepreneur is always present and to generate remembrance in your target group. As an example, a strategy of Social Media Management was conducted through the use of content marketing and digital branding to retain spaces with specialized high northern Quito, emphasizing the Cafef cafeteria !, for which he made an research involving interviews with professionals in various related to entrepreneurship, cafes, and professional design and communication fields. Physical and digital surveys were also conducted at points close to Cafef! And the target group identified. Further research was conducted using the format Client Ghost, which identifies key points of the service, treatment consumer communication at the point of sale among others, to see if the client, once it has come to consume in the business, be satisfied with the service and quality of product received. This work will serve as a starting point for all people, especially entrepreneurs who wish to start with right foot digital media strategy.
URI : http://dspace.udla.edu.ec/handle/33000/5193
Aparece en las colecciones: Licenciatura en Publicidad

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