Le budget dédié au marketing sur les réseaux sociaux est en forte croissance depuis quelques années, soulignant l‘importance du Social Media Management dans la stratégie des entreprises. Dès lors, la mise en œuvre à grande échelle de cette pratique a nécessairement des effets sur les marchés, intentionnels ou non. Par quel mécanisme la pratique routinière du Social Media Management façonne-t-elle les marchés sur lesquels elle intervient ? Nous répondons à cette problématique à l‘aide de trois approches qualitatives : une étude ethnographique et documentaire de quatre ans est complétée par une étude historique et trois séries d‘entretiens semi-directifs avec des Social Media Managers. Trois chapitres empiriques mettent successivement en évidence la constitution historique des structures de représentations mobilisées par le marketing digital ; le mécanisme par lequel les Social Media Managers enchevêtrent quotidiennement plusieurs de ces structures au sein de leur routine ; le mécanisme par lequel la pratique routinière fait évoluer ces structures. Cette recherche contribue à la littérature sur les marchés en montrant comment des marketers façonnent ces derniers à travers leurs actions routinières. Ce travail donne aux managers des outils permettant d‘étudier et de mobiliser différentes structures culturelles dans leur stratégie digitale, notamment sur les médias sociaux. / Investments dedicated to Social Media Marketing have been growing for a few years, outlining the importance of Social Media in the marketing strategy. These massive investments must cause changes on markets, either intentional or not. How are markets made up by routine marketing practices such as Social Media Management? We study the impact of routine marketing practices on markets through an application to Social Media Management. We use three qualitative methods: a four years netnographical and documentary analysis, a historical study and three sessions of interviews with Social Media Managers. Three empirical chapters outline the historical constitution of representation structures involved in digital marketing practices; the mechanism through which Social Media Manager intertwine different of these structures into their routines; the mechanism through which routines make these structures evolve. We contribute to the literature on market by showing how marketing managers enact routines that make up markets. We give managers tools to study and use different cultural structures in their digital strategy, especially on Social Media.

Der Aufbau und das Management von Online Communities hat in den vergangenen Jahren für Unternehmen erheblich an Bedeutung gewonnen. Grund dafür ist die steigende Popularität und Nutzung neuer Technologien, insbesondere Social Media, mit deren Hilfe virtuelle Gemeinschaften im Unternehmenskontext aufgebaut und gepflegt werden können. Besonders populär ist die Anwendung in den Bereichen Marketing und PR. Hier werden vor allem die Kommunikation und Vernetzung mit Kunden gefördert. Auch im Innovationsmanagement, gerade bei Open-Innovation-Projekten, werden vielfach Community-Ansätze gewählt, um das Wissen und die Ideen externer Stakeholder nutzbar zu machen. Nicht zuletzt finden Communities auch innerhalb von Unternehmen, vor allem bei Organisationen mit einer großen Anzahl an Mitarbeitern, Anwendung. Mit Hilfe von Social Intranets vernetzen sich Mitarbeiter, die Zusammenarbeit und das Wissensmanagement werden gefördert. Interne Communities sind oftmals ein wesentlicher Bestandteil der digitalen Transformation, weil sie Change-Prozesse auf verschiedenen Ebenen unterstützen. [Aus dem Volltext.]

Informationen nachschlagen auf Wikipedia, Filme schauen per Netflix und Musik hören bei Spotify ist so normal geworden wie telefonieren oder fernzusehen. Wie können Bibliotheken darauf eingehen und was müssen sie tun, um mit der Herausforderung der Digitalisierung umzugehen? Eine Fortbildung lieferte Antworten.

Scholars have advocated that public relations executives need to seek a seat at the table among the most senior officers in the organization, referred to as the dominant coalition. However, this study found that public relations practitioners also need to seek a seat among the division leadership team and executive-level committees to fulfill a valuable internal boundary spanning role, a role that has been neglected in public relations theory. Consistent with social capital theory, the contacts that public relations practitioners developed allowed them to gather intelligence across the company and then they used that information to help their companies make better strategic decisions and avoid costly mistakes. Through in-depth interviews with 30 senior executives from a variety of disciplines, three other services were identified that enhanced public relations’ power and influence: online reputation management, external boundary spanning and advocacy, and stakeholder analysis. Factors that enhanced or hindered public relations practitioners’ ability to perform these services were also identified. Favorable conditions included the use of integrated decision teams, Theory Y management, perceptions of public relations as a strategic business partner, commitment to transparency in communication, internal relationship building, and the integration of public relations’ activities with core business objectives and operations. The study also examined why informal coalitions are formed and found they existed in both companies with strong adherence to hierarchy and those with decentralized management, a finding that contradicts previous theory. / text

This thesis deals with marketing activities of the Baby Agency, a babysitting company. The aim of this thesis is to map current marketing strategies of the company and to recommend improvements. The thesis itself is divided into two parts. The first theoretical part describes specific sections of marketing, such as marketing strategies, marketing mix of services, communication targeting at children and teenagers, market research techniques or new trends in marketing. The second part analyzes current marketing activities of the company and maps the competition. In the conclusion the thesis suggests the steps to be undertaken to improve the current marketing strategy of the Baby Agency are suggested, based on theoretical findings, analyses and surveys.