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Advisor(s)
Abstract(s)
Com o surgimento das novas tecnologias, emergiram os prosumers, consumidores
informados e exigentes que querem participar de forma ativa nos processos das marcas,
migrando para meios interativos como as redes sociais, onde conseguem ter uma voz ativa.
Assim sendo, as empresas têm de acompanhar esta tendência e destacar-se através da criação
de conteúdos relevantes e diferenciadores. Deste modo, o presente relatório de estágio tem
o propósito de estudar a relação dos conteúdos dos media sociais, nomeadamente das redes
sociais, com o reconhecimento de uma marca/empresa.
.
No âmbito do estágio efetuado na Buzina – Negócios Digitais, Lda, surgiu a
oportunidade de responder à questão de investigação: “Como é que as estratégias dos media
sociais contribuem para o reconhecimento de uma marca?”, recorrendo, para isso, ao estudo
de caso da empresa Famafar Unipessoal, Lda.
Com base na análise (interna e externa) da empresa, emergiu a oportunidade de criar
uma estratégia de marketing digital, recorrendo a estratégias de content marketing para o
blog, Facebook e Instagram da Famafar Unipessoal, Lda. Posto isto, e com base na fórmula
B.E.S.T, foram desenvolvidas estratégias de marketing de conteúdo que geraram
visibilidade, impacto, recall da empresa e engagement, resultando no reconhecimento.
Através da metodologia da Investigação-ação, observou-se e acompanhou-se todo o
processo de perto, reformulando-o, à luz dos dados obtidos. Dados esses conseguidos através
de estatísticas provenientes do Google Analytics, Facebook Analytics (Pixel) e estatísticas
do Instagram. Assim, com base nos KPI definidos, percebeu-se que é possível aumentar o
reconhecimento de uma marca/empresa através da aplicação de estratégias de marketing de
conteúdo nas suas redes socais e blog e que, para maximizar os resultados, estes têm de estar
integrados com as restantes iniciativas estratégicas da empresa/marca.
The advent of new technologies has led to the emergence of prosumers, informed and demanding consumers who want to participate actively in the processes of brands, by using interactive media such as social networks, where they can have an active voice. Therefore, companies have to follow this trend and stand out through the creation of relevant and differentiating content. Thus, this internship report aims to study the relationship between the contents of social media, specifically social networks, with the recognition of the brand/company. As part of an internship at Buzina - Negócios Digitais, Lda, by using the case study of the Famafar Unipessoal, Lda. Company, an opportunity emerged to answer the following research question: “How do social media strategies contribute to the recognition of a brand?”. Based on the company's (internal and external) analysis, a digital marketing strategy was designed, using content marketing strategies for Famafar Unipessoal, Lda's blog, Facebook and Instagram. That said, and based on B.E.S.T. formula, the developed content marketing strategies that generated visibility, impact, company recall and engagement for the company, thus leading to its recognition. Through the Action-Research methodology, the whole process was observed and followed closely, and gradually reformulated, in the light of the data obtained. The data was gathered through statistics from Google Analytics, Facebook Analytics (Pixel) and Instagram statistics. So, based on the defined KPI, the present study concludes that it is possible to increase the recognition of a brand/company through the application of content marketing strategies in their social networks and blog. However, in order to maximize the results, they have to be integrated with the remaining strategic initiatives of the company/brand.
The advent of new technologies has led to the emergence of prosumers, informed and demanding consumers who want to participate actively in the processes of brands, by using interactive media such as social networks, where they can have an active voice. Therefore, companies have to follow this trend and stand out through the creation of relevant and differentiating content. Thus, this internship report aims to study the relationship between the contents of social media, specifically social networks, with the recognition of the brand/company. As part of an internship at Buzina - Negócios Digitais, Lda, by using the case study of the Famafar Unipessoal, Lda. Company, an opportunity emerged to answer the following research question: “How do social media strategies contribute to the recognition of a brand?”. Based on the company's (internal and external) analysis, a digital marketing strategy was designed, using content marketing strategies for Famafar Unipessoal, Lda's blog, Facebook and Instagram. That said, and based on B.E.S.T. formula, the developed content marketing strategies that generated visibility, impact, company recall and engagement for the company, thus leading to its recognition. Through the Action-Research methodology, the whole process was observed and followed closely, and gradually reformulated, in the light of the data obtained. The data was gathered through statistics from Google Analytics, Facebook Analytics (Pixel) and Instagram statistics. So, based on the defined KPI, the present study concludes that it is possible to increase the recognition of a brand/company through the application of content marketing strategies in their social networks and blog. However, in order to maximize the results, they have to be integrated with the remaining strategic initiatives of the company/brand.
Description
Keywords
Marketing digital Marketing relacional Prosumer Comportamento do consumidor Instagram Facebook Media sociais Redes sociais Marketing de conteúdo Blog Digital marketing Relational marketing Consumer behavior Social media Social networks Content marketing