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Abstract(s)
A presente dissertação tem como objeto de estudo o tema do Facebook marketing como forma de promoção dos patrocínios do setor bancário português a partir de um estudo de caso: o Montepio. O enquadramento teórico incide na sociedade contemporânea, considerada como sociedade da informação ou segunda modernidade, e com recurso a teorias das ciências sociais, pretende-se explicar como é viver nesta atual sociedade e como as tecnologias digitais e os social media, em particular o Facebook, devem ser considerados e explorados de forma a otimizar a comunicação dos patrocínios das instituições bancárias em Portugal. Na parte empírica procedeu-se a uma análise qualitativa, que foi beneficiada pela observação direta, análise documental, aplicação de entrevistas semiestruturadas à diretora do Núcleo de Patrocínios e Marca do Montepio e a um gestor de social media, e realização de grupos de discussão. Com os resultados obtidos, foi possível concluir-se que as vantagens decorrentes da utilização do Facebook são superiores e traduzem-se na oportunidade de ouvir e estar onde o cliente está, por existirem muitos indivíduos a utilizar ativamente esta rede social e não existirem barreiras geográficas ou temporais; permitir associar um banco a emoções através do marketing de conteúdos e criar laços de afectividade e agrado que irão aumentar o capital de simpatia da marca, que será tido em conta futuramente na escolha de um banco; a possibilidade de segmentação eficaz e de criação de uma página agregadora de conteúdos relevantes; a criação de comunidades de marca envolvidas que potenciem o passa-palavra positivo e tornem os conteúdos virais; obter dados de retorno imediatos e importantes na reformulação de estratégias e a boa relação custo-benefício. Como riscos enumeram-se a dificuldade em atingir certos públicos, a maior exposição a crises reputacionais devido à passagem de um paradigma comunicacional de divulgação para um de diálogo e os riscos adjacentes de uma marca entrar com uma presença fria e não agir de acordo com o contexto em que opera. Deverá no entanto existir sempre uma comunicação integrada, já que os canais são complementares e a sua eficácia depende do segmento que se pretende atingir. Devido à insuficiência de investigações com esta temática aplicadas à realidade portuguesa, este trabalho pretende alicerçar um significativo contributo para a comunidade académica.
The dissertation’s object of study is the subject of Facebook marketing as a way of promoting sponsorship within the Portuguese banking sector drawing from a case study: Montepio. The theoretical framework focuses on contemporary society, the information society or second modernity, and uses social science theories to explain what it is like to live in this current society and how digital technologies and social media, particularly Facebook, should be considered and explored in order to optimize the communication of sponsorship of the banking institutions in Portugal. In terms of empirical research, this is based on a qualitative analysis, which benefited from direct observation, document analysis, application of semi-structured interviews with the Director of sponsorships and brand of Montepio and a social media manager, and focus groups. With the results obtained, it was possible to conclude that the benefits arising from the use of Facebook are superior and result in the opportunity to hear and be where the customer is, there are many individuals that actively use this social network and there are no geographical or temporal barriers; it allows the association of emotional connotations to a bank through content marketing and create bonds of affection and pleasure that will increase the capital of sympathy of the brand, which will be taken into account in the future when choosing a bank; the possibility of effective targeting and creation of a aggregator page of relevant content; creating involved brand communities that enhance a positive word-of-mouth and become viral content; get immediate return and important data on the reformulation of strategies and good value for money. As risks one can list the difficulty in reaching certain audiences, the largest exposure to reputational or crises due to the passage of a communicational paradigm to one of dialogue and the adjacent risks of a brand transmitting an image of cold presence and not act in accordance with the context in which it operates. However, there should always exist an integrated communication, since the channels are complementary and their effectiveness depends on the thread to be achieved. Due to insufficient investigations with this theme applied to the Portuguese reality, this work intends to build a significant contribution to the academic community.
The dissertation’s object of study is the subject of Facebook marketing as a way of promoting sponsorship within the Portuguese banking sector drawing from a case study: Montepio. The theoretical framework focuses on contemporary society, the information society or second modernity, and uses social science theories to explain what it is like to live in this current society and how digital technologies and social media, particularly Facebook, should be considered and explored in order to optimize the communication of sponsorship of the banking institutions in Portugal. In terms of empirical research, this is based on a qualitative analysis, which benefited from direct observation, document analysis, application of semi-structured interviews with the Director of sponsorships and brand of Montepio and a social media manager, and focus groups. With the results obtained, it was possible to conclude that the benefits arising from the use of Facebook are superior and result in the opportunity to hear and be where the customer is, there are many individuals that actively use this social network and there are no geographical or temporal barriers; it allows the association of emotional connotations to a bank through content marketing and create bonds of affection and pleasure that will increase the capital of sympathy of the brand, which will be taken into account in the future when choosing a bank; the possibility of effective targeting and creation of a aggregator page of relevant content; creating involved brand communities that enhance a positive word-of-mouth and become viral content; get immediate return and important data on the reformulation of strategies and good value for money. As risks one can list the difficulty in reaching certain audiences, the largest exposure to reputational or crises due to the passage of a communicational paradigm to one of dialogue and the adjacent risks of a brand transmitting an image of cold presence and not act in accordance with the context in which it operates. However, there should always exist an integrated communication, since the channels are complementary and their effectiveness depends on the thread to be achieved. Due to insufficient investigations with this theme applied to the Portuguese reality, this work intends to build a significant contribution to the academic community.
Description
Keywords
Facebook Patrocínios Marketing 3.0 Marketing bancário Promoção Sponsorships Banking marketing Promotion