Estudio sobre la utilización y efectividad del social media marketing y propuesta para la implementación en las Pymes del sector comercial de Guayaquil
Archivos
Fecha
2014
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil. Facultad de Ciencias Administrativas. Ingeniería Comercial
Resumen
El marketing en medios sociales ha ido evolucionando cada vez, porque el mundo de los negocios se mueve tan rápido que las empresas deben de estar siempre en la vanguardia tecnológica, pero esto no implica que un medio social solucione la vida de una PYME (Pequeña y Mediana Empresa), si no hay una estrategia comercial bien definida.
Las PYMES del sector comercial de Guayaquil podrían utilizar el marketing en medios sociales como una herramienta que dinamice su comercio, para ello el presente estudio pretende obtener información de la realidad del marketing en medios sociales en la ciudad, para ello se plantea una investigación de mercado tanto para las PYMES como para las personas naturales, utilizando como métodos de recolección de datos las encuesta y entrevista.
Esta tesis pretende medir el grado de conocimiento del marketing en medios sociales, determinar las causas de su no implementación, recabar información acerca de los negocios que se realizan por medio del mismo y el riesgo que están dispuesto a asumir, de igual forma se desea conocer las opiniones y experiencias que tienen los expertos en hacer marketing en medios sociales y de esta manera promover la implantación del marketing en medios sociales en las PYMES de Guayaquil otorgándole las opciones necesarias para su realización
El presente trabajo tiene como finalidad desarrollar una guía para la implementación del marketing en medios sociales en una PYME del sector comercial de Guayaquil, esta pauta les permitirá conocer como promocionar sus productos y servicios a través de los medios sociales y establecer un ciclo de venta.
El capítulo I, Marco Teórico, se detalla la reseña histórica del marketing en medios sociales sus conceptos básicos, clasificación y aplicación. Así como el análisis de los principales medios sociales y su perspectiva en el marketing.
El capítulo II, Metodología, se describe la modalidad de investigación, los instrumentos y procedimientos que utilizaremos. Con los objetivos ya trazados, basándonos en entrevistas a expertos realizaremos encuestas a consumidores de diferentes sectores y PYMES de la ciudad de Guayaquil.
El capítulo III, Análisis e Interpretación de Resultados, denota como los temas referentes al marketing en medios sociales han ido evolucionando en el país; como el acceso a internet, a medios sociales, equipos electrónicos y de cómputo.
Lo referente a los resultados de las encuestas y entrevistas también se encuentra en este capítulo, lo cual es de suma importancia para la investigación planteada ya que esto nos permite conocer por medio de las entrevistas, las opiniones de expertos ya sea en marketing en medios sociales, redes sociales, y sistema de información de una manera estratégica y operativa.
Los resultados de las encuestas nos dan a conocer lo que las personas de la ciudad de Guayaquil saben, opinan y el nivel de confianza que tienen a todo lo concerniente al marketing en medios sociales, de igual forma interesa conocer el grado de conocimiento que tienen las PYMES con respecto al marketing en medios sociales.
El capítulo IV, Desarrollo de una Guía para la Implementación del Marketing en Medios Sociales en una PYME del sector comercial de Guayaquil, esta pauta le sirve de sobremanera a las pequeñas y medianas empresas de la ciudad ya que conocerán cómo realizar una campaña de marketing en los medios sociales para promocionar sus productos y servicios y de cómo medir los resultados que obtengamos mediante las acciones realizadas, además conocerán el ciclo de venta en los medios sociales, esta pauta le sirve a la PYME cómo vender a través de los medios sociales ya que estos no son un canal de venta directa.
El capítulo V, Contiene las Conclusiones y Recomendaciones hechas a las PYMES del sector comercial de Guayaquil, además los anexos, la bibliografía y los links de internet a lo largo de este trabajo.
The social media marketing has evolved increasingly, because the business world is moving so fast that companies must always be on the forefront of technology, but this does not mean that a social channel solve life of an SME (Small and Medium Enterprises), if there is no well-defined business strategy. SMEs Guayaquil comercial sector could use social media marketing as a tool to energixe their trade, for which the present study seeks to obtain information from the reality of social media marketing in the city, for it raises both market research for SMEs and natural persons, using as data collection methods and interview surveyThis thesis aims to measure the degree of knowledge of social media marketing, determine the causes of its failure to implement, collect information about the business conducted by the same and the risk they are willing to assume, the same way they would welcome the views and experiences with experts in making social media marketing and thereby promote the implementation of social media marketing in Guayaquil giving SMEs the necessary options for their realization. This project aims to develop a guide for the implementation of social media marketing in a SME business in Guayaquil, this pattern will allow them to know how to promote their products and services through social media and establish a sales cycle. Chapter I, theoretical framework, Brief history of the social media marketing its basic concepts, classification and application details. As the analysis of the main social media and marketing perspective. Chapter II, methodology, mode of research is described, tools and procedures to use. With the objectives outlined and, based on interviews with experts we will survey consumers and SMEs from different sectors of the city of Guayaquil. Chapter III, analysis and interpretation of results, denoted as issues relating to social media marketing have evolved in the country; as access to the internet, social media, electronic and computer equipment. Respect to the results of the surveys and interviews also found in this chapter, which is critical to the investigation posed as this lets us know through interviews, expert opinion on whether social media marketing, social networking, and information system strategic and operational way.The survey results enable us to know what people of the city of Guayaquil know, reviewers and the level of confidence they have in all matters relating to social media marketing, just interested to know how the degree of knowledge that have the SMEs with regard to social media marketing. Chapter IV, development of guidelines for the implementation of social media marketing in a SME business sector of Guayaquil, this pattern serves greatly to small and medium enterprises in the city and they will know how to make a marketing campaign social media to promote their products and services and how to measure the results we get through activities undertaken also know the sales cycle social media, this pattern serves the SME and sell through social media and these are not a direct sales channel. Chapter V, contains the conclusions and recommendations made to SMEs in the trade sector of Guayaquil, also annexes, the bibliography and Internet links throughout this work.
The social media marketing has evolved increasingly, because the business world is moving so fast that companies must always be on the forefront of technology, but this does not mean that a social channel solve life of an SME (Small and Medium Enterprises), if there is no well-defined business strategy. SMEs Guayaquil comercial sector could use social media marketing as a tool to energixe their trade, for which the present study seeks to obtain information from the reality of social media marketing in the city, for it raises both market research for SMEs and natural persons, using as data collection methods and interview surveyThis thesis aims to measure the degree of knowledge of social media marketing, determine the causes of its failure to implement, collect information about the business conducted by the same and the risk they are willing to assume, the same way they would welcome the views and experiences with experts in making social media marketing and thereby promote the implementation of social media marketing in Guayaquil giving SMEs the necessary options for their realization. This project aims to develop a guide for the implementation of social media marketing in a SME business in Guayaquil, this pattern will allow them to know how to promote their products and services through social media and establish a sales cycle. Chapter I, theoretical framework, Brief history of the social media marketing its basic concepts, classification and application details. As the analysis of the main social media and marketing perspective. Chapter II, methodology, mode of research is described, tools and procedures to use. With the objectives outlined and, based on interviews with experts we will survey consumers and SMEs from different sectors of the city of Guayaquil. Chapter III, analysis and interpretation of results, denoted as issues relating to social media marketing have evolved in the country; as access to the internet, social media, electronic and computer equipment. Respect to the results of the surveys and interviews also found in this chapter, which is critical to the investigation posed as this lets us know through interviews, expert opinion on whether social media marketing, social networking, and information system strategic and operational way.The survey results enable us to know what people of the city of Guayaquil know, reviewers and the level of confidence they have in all matters relating to social media marketing, just interested to know how the degree of knowledge that have the SMEs with regard to social media marketing. Chapter IV, development of guidelines for the implementation of social media marketing in a SME business sector of Guayaquil, this pattern serves greatly to small and medium enterprises in the city and they will know how to make a marketing campaign social media to promote their products and services and how to measure the results we get through activities undertaken also know the sales cycle social media, this pattern serves the SME and sell through social media and these are not a direct sales channel. Chapter V, contains the conclusions and recommendations made to SMEs in the trade sector of Guayaquil, also annexes, the bibliography and Internet links throughout this work.
Descripción
Palabras clave
Marketing, Redes sociales, Promoción