BS Thesis In Business Administration Methods of Product - Skemman

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3 Features of product and service promotion in social networks 3.1 Characteristics of the main social networks A social network is an interactive multi-site, the content of which is filled with its visitors, with the ability to specify any information about an individual, based on which other members of the network will be able to find the user’s account (page). Social Network is a social structure consisting of nodes’ groups, which are social groups and individuals. One of the common features of social networking is a system of “friends” and “groups”. Social networking makes it easy to create a personal profile and virtual relationships. Social networks are used to find people with similar interests and objects of these interests. In social networks is commonly used people’s classification, the practice of collaborative information categorization. Popular social networks in Russia are VK, Odnoklassniki, Moy Mir (http://my.mail.ru/), Facebook, Twitter and Habrahabr (http://habrahabr.ru/). In 2010 these six social networks covered 80% of all audience of Russian-speaking Internet users (Chernec, Bazlova, & Ivanova, 2010, p. 29). VK. According to the web information company Alexa (2012c), VK is the most popular social network in Russia and the Commonwealth of Independent States. Originally VK was a copy (clone) of Facebook but gradually became an independent resource. The user audience is mainly composed of very young people, which largely determines the direction of the content. This network features a huge number of different audio and video files, usually of low quality, which are often placed in violation of copyright. To the unpleasant features of this network should be included poorly controlled placement of pornographic content, watched by a large number of children and adolescents, as well as a large amount of spam mass mailings, fakes and bots (the program automatically performing actions on the computer instead of people). Of particular note are the positive aspects of the successful use of games and applications on the basis of the API service, non-intrusive monetization, a moderate amount of advertising on the site 48
(which is mainly represented in the applications) and initially easy search by various parameters. Odnoklassniki. If VK is the most visited social network of the Runet in which people spend the most time, then Odnoklassniki, according to RankingTheBrands.com (2010), is a social network that is the most recognizable and most popular in terms of branding. On the one hand, VK and Odnoklassniki are direct competitors, on the other – there is a certain distribution of the audience between these two giants by age groups. VK audience is young people, Odnoklassniki – older people. By dividing the market in such way VK and Odnoklassniki have covered most of the Russian-speaking Internet space. The huge popularity of the network Odnoklassniki is provided by the free, fast and convenient communication and involvement of the Russian-speaking (and not only) users in a virtual life, with daily visits to the resource. Initially the network met and continues to meet the need of uniting of classmates and fellow soldiers as the resource’s name Odnoklassniki (Eng. Classmates) suggests. And this is not the only form of communication in the social network. Various groups have become “circles of interest” for every taste and color. They have led and lead to new friendships and contacts in the areas of professional activities and hobbies of millions of people. Moy Mir. This is a place where old friends get together, where one can make many new friends, be aware of what happens to them, watch their new photos and videos, read blogs, answer questions and write in the guest book, search for classmates and former colleagues. Moy Mir and Odnoklassniki are the direct competitors in terms of the target group. Moy Mir uses three tools: Mail.ru (http://mail.ru/) (according to Alexa (2012a), the largest free e-mail service of the Runet) search engine and its other services takes the visitor to the social network Moy Mir; exhibits a maximum loyalty to the users; and actively uses e-mail addresses of the users for various notifications. It is convenient for the users of this network to switch to other Mail.ru services, e.g. video. Facebook is the number one social network in the world, founded by Mark Zuckerberg at the beginning of 2004 for Harvard students. Later Facebook received worldwide popularity amongst various social groups. According to Facebook’s statistics (2012), at the end of March 2012 it had 901 million active members. Social network 49
Page 1 and 2: BS Thesis In Business Administratio
Page 3 and 4: Methods of Product and Service Prom
Page 5 and 6: Abstract The purpose of the current
Page 7 and 8: List of Tables Table 1. Metrics of
Page 9 and 10: looking to do business in the forme
Page 11 and 12: 2 Characteristics of Internet servi
Page 13 and 14: newspapers, television and radio. T
Page 15 and 16: approaches for correct brand positi
Page 17 and 18: 1. The use of special Banner Exchan
Page 19 and 20: One of the oldest ways of advertisi
Page 21 and 22: Common and even traditional informa
Page 23 and 24: Evaluating the effectiveness of ind
Page 25 and 26: Table 1. Metrics of online advertis
Page 27 and 28: At each of these stages, we select
Page 29 and 30: � Number of hits. The ad impressi
Page 31 and 32: � set no store by it a or not not
Page 33 and 34: applied. The high click frequency m
Page 35 and 36: where SF - site frequency; V - numb
Page 37 and 38: V - number of visits. 5. Action. Af
Page 39 and 40: � The cost per order (CPO) is the
Page 41 and 42: Some advertising systems are able t
Page 43 and 44: sequentially. The set depends on th
Page 45 and 46: areas should be considered in most
Page 47: In conclusion can be said that the
Page 51 and 52: provides a space for the content gl
Page 53 and 54: � photographs and videos with the
Page 55 and 56: � Ciba Vision - a manufacturer of
Page 57 and 58: system Aosept Plus (1 item name) Ac
Page 59 and 60: Currently, CTR is the main criterio
Page 61 and 62: The real number of impressions can
Page 63 and 64: the proposed activities to improve
Page 65 and 66: “In particular, the social networ
Page 67 and 68: http://www.marketingpilgrim.com/201
Page 69: Surmanek, J. (1996). Media planning

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