A SOCIAL MEDIA USE IN SALES PROCESS

Internet in predvsem njegova novejša orodja, t.i. orodja spleta 2.0, postajajo vse bolj pomembna trženjska orodja v podjetjih, saj omogočajo nove možnosti komuniciranja. Druga generacija spletnih storitev namreč omogoča potrošnikom spletno sodelovanje in delitev informacij z ostalimi potrošniki, kar posledično vodi do prostovoljne vpletenosti potrošnikov v soustvarjanje blagovne znamke. Dvosmerna komunikacija in z njo povezana družbena omrežja so bila velik korak naprej v oglaševanju in prodaji. V diplomski nalogi smo predstavili, zakaj potrošniki sodelujejo pri aktivnostih, povezanih z blagovno znamko, na kakšen način ter kakšne so posledice njihove vpletenosti tako za potrošnike kot tudi za podjetja. Na podlagi teoretičnih izhodišč in izvedene ankete sem predstavila najbolj optimalno uporabo družbenih omrežij v prodajnem procesu, saj družbeni mediji preoblikujejo način komuniciranja med uporabniki svetovnega spleta. Informacije, posredovane v družbena omrežja, so deležne takojšnjega odziva vedno prisotne spletne publike. Namen diplomskega dela je predstaviti, kako pomembno je za podjetje kontinuirano vzpostavljanje dialoga s potrošniki, ki je osnova za gradnjo dolgoročnih in pristnih marketinških odnosov z zagovorniki blagovne znamke. Z razvojem tehnologij spleta 2.0 se je namreč spremenilo komuniciranje podjetij s potrošniki in tako lahko podjetja na učinkovit način neposredno komunicirajo s svojimi potrošniki v spletnih družbenih medijih ter na ta način pridobivajo koristne povratne informacije, ki jim pomagajo pri izboljšanju poslovanja in grajenja blagovne znamke.The Internet and, especially, its newer tools, i.e. Web 2.0. Tools, are becoming more and more important marketing tools for companies, because they allow new possibilities of communicating. The second generation of online services enables consumers to collaborate online and to share information with other consumers, which leads to voluntary involvement of consumers in co-creating a brand. Two-way communication and social networks connected to it have been a big step forward in advertising and sales. The thesis presents the consumers\u27 reasons for collaborating in the activities, connected to a brand and the consequences their involvement has for the consumers themselves and for the companies. On the basis of theory and the survey, I have presented the most optimal use of social networks in the sales process, since social media are shaping the way of communicating among the users of web worldwide. The information shared with social networks gets instant feedback from the ever-present web audience. The purpose of this thesis is to present the importance of a continuous dialogue with consumers for a company, which is the basis for establishing long-term and authentic marketing relations with the supporters of a brand. With the development of Web 2.0 technologies, the communication between companies and consumers has changed. Companies can now effectively and directly communicate with their consumers through social media and receive useful feedback, which helps them improve their way of conducting business and the way they build their brand