Search engine optimization and advertising in social media : case: Total Sec

Competition in modern search engine rankings is ruthless. Page one visibility in search engines has become a challenging task which requires knowledge of the anatomy of search engines. The purpose of this study is to provide a company with better understanding of search engines, social media marketing and to provide them the tools for improvements. The study is done to enhance the company’s own ranking in the search engines. The study concentrates on Google search engine which is the largest search engine provider at the moment and the most used by the case company. The study has its main weight in the theory of the search engines. The theory of the study is based on multiple up to date literature publications and electronic sources. The study is carried out by a business student with the attempt to make the theory and practice understandable to business oriented people with less background in information technology. It is important to understand the modern search engine algorithms in order to compete in constantly changing market environment. The study takes a look at the basic fundamentals and tools in order to gain better rankings in the Google search engine. Total Sec Oy will work as a case company for the thesis. The study aims to improve Total Sec website ranking compared to the competitor without sacrificing the user friendliness of the site. As the main result, the study revealed deficiencies in the Web site’s keyword meta tag references which have an impact on findability of a page. In addition it exposed incoherency in the linking structure of the site.Kilpailu modernien hakukoneiden hakemistosijoituksesta on armotonta. Näkyvyyden saaminen ensimmäiselle sivulle on tullut haastava tehtävä, joka vaatii ymmärrystä hakukoneiden toimintaperiaatteista. Tämän tutkimuksen tarkoitus on tarjota yritykselle parempi ymmärrys hakukoneiden toiminnasta, sosiaalisen median markkinoinnista sekä esitellä parannuksiin tarvittavia välineitä. Tutkimus pyrkii tehostamaan yrityksen omaa sijoitusta hakukoneessa. Tutkimus keskittyy Googlen hakukoneeseen, joka on tällä hetkellä markkinoiden johtava hakukone sekä toimeksiantoyrityksen markkinoinnin käytössä. Tutkimuksen pääpaino on hakukoneiden toiminnan teorian tutkimisessa. Teoria osuus perustuu ajankohtaisiin kirjallisiin julkaisuihin sekä elektronisiin lähteisiin. Tutkimuksen on tehnyt liiketalouden opiskelija, joka on pyrkinyt esittämään teorian ja käytännön helposti ymmärrettävässä muodossa. Tutkimus on suunnattu talousalan ihmisille, joilla ei ole laajaa tietämystä informaatioteknologiasta. Kilpaillakseen jatkuvasti muuttuvassa markkinointiympäristössä on tärkeää ymmärtää modernien hakukoneiden algorytmejä. Tutkimus perehtyy olennaiseen tietoon ja välineisin joilla Googlen hakukone sijoitusta voi parantaa. Tutkimuksen toimeksiantajana toimii Total Sec Oy. Tutkimuksen tavoitteena on parantaa Total Secin sivustojen näkyvyyttä ja sijoitusta verrattuna kilpailijoihin, kuitenkaan tinkimättä sivustojen käyttäjäystävällisyydestä. Tärkeimpänä tuloksena tutkimus paljasti puutteita sivustojen hakusanojen meta koodi merkinnöissä jotka vaikuttavat sivun löydettävyyteen. Tämän lisäksi tutkimus paljasti epäjohdonmukaisuuksia sivujen linkkirakenteessa

Awareness, values and attitudes of user generated content website users and non-users towards privacy in the UK : a qualitative study

This document presents the UK results of a qualitative study undertaken as part of the CONSENT project (work package 8). The analyses and results are based on a set of ten semi-structured in-depth interviews regarding the awareness, values and attitudes of user generated content (UGC) website users towards privacy. The interview guideline consisted of 27 questions and sub-questions. The selection of interviewees was aiming at a 8:2 split between UGC users and non-users, an even gender distribution, and a further split by age group to ensure as wide a representation as possible. However, the data did not reveal any strong links between the respondents’ attitudes and their different gender or age, confirming the result from the previous quantitative study (CONSENT work package 7).CONSENT Consumer Sentiment regarding privacy on user generated content (UGC) services in the digital economy (G.A. 244643). The project was co-financed by the European Union within the Seventh Framework Programme (2007-2013).peer-reviewe

New Media, New Influencers and Implications for Public Relations

Marketers and public relations professionals today are confronted with an astounding array of new communications channels. Internet-based social media tools like blogs, podcasts, online video and social networks are giving voice to the opinions of millions of consumers. While mainstream media continues to play a vital role in the dissemination of information, even these traditional channels are increasingly being influenced by online conversations. The "new influencers" are beginning to tear at the fabric of marketing as it has existed for 100 years, giving rise to a new style of marketing that is characterized by conversation and community. Marketers are responding to these forces with a mixture of excitement, fear and fascination. They're alarmed at the prospect of ceding control of their messages to a community of unknowns. Yet at the same time they're excited about the prospect of leveraging theese same tools to speak directly to their constituents without the involvement of media intermediaries.The Society for New Communications Research set out to conduct an examination of how influence patterns are changing and how communications professionals are addressing those changes by adopting social media. The goals were to discover how organizations:Define new influencers;Communicate and create relationships with them;Use social media to create influence; andMeasure the effects of these efforts.Another goal of the study was to use these discoveries to offer a set of recommendations to professional communicators

Barack Obama's rise to power : reinventing political campaigns

Includes abstract.Includes bibliographical references.This research paper uses content analysis to analyse the subtext of Obama's campaign messages and virtual ethnography to analyse the way that information technology was used to further his campaign's goals. The findings suggest that while historic forces, such as economic turbulence and the unpopularity of outgoing President George W Bush, helped propel Obama to power, his campaign was nonetheless revolutionary. It will be argued that it contained several elements of trail blazing innovation that are likely to redefine political communications in the U.S and globally

CHORUS Deliverable 2.1: State of the Art on Multimedia Search Engines

Based on the information provided by European projects and national initiatives related to multimedia search as well as domains experts that participated in the CHORUS Think-thanks and workshops, this document reports on the state of the art related to multimedia content search from, a technical, and socio-economic perspective. The technical perspective includes an up to date view on content based indexing and retrieval technologies, multimedia search in the context of mobile devices and peer-to-peer networks, and an overview of current evaluation and benchmark inititiatives to measure the performance of multimedia search engines. From a socio-economic perspective we inventorize the impact and legal consequences of these technical advances and point out future directions of research

Utilizing Social Media in Marketing and in Strengthening the Corporate Image

The background of this thesis lies in the author’s interest in the possibilities the ever more popular different social media platforms offer to be utilized in companies’ marketing and communication purposes. The commissioning company of this thesis is Kiilto, the author’s workplace. The use of social media for company purposes is a timely issue and is considered currently at the commissioning company, so this thesis is intended to give ideas and food for thought for this process. The aim of this thesis is to study the possibilities the different social media platforms offer for marketing and company communications purposes and to generate ideas and suggestions for the commissioning company. This is to be achieved by studying in theory social media and marketing, researching and generating ideas how social media could be utilized in marketing and brand building and analyzing and assessing these possibilities from the perspective of the commissioning company. The theoretical part of this thesis contains theory on marketing, corporate image, a brand and social media studied from literacy, textbooks, articles and Internet. Field study method has been used for gathering information in the commissioning company, and field study has been carried out by interviewing the commissioning company’s employees, who are responsible for marketing and company communications. The work experience of the author in the commissioning company contributes to the background information, field study and the findings of this report. The conclusions of this thesis indicate that the success and popularity of social media should be a driving force for commercial companies to consider the use of social media platforms in their marketing and communicating with customers. The results of this thesis include several ideas how to use social media for these purposes and suggestions for the commissioning company how to proceed with its social media activities.Tämän lopputyön lähtökohtana on kirjoittajan oma mielenkiinto koko ajan suositummaksi tulevan sosiaalisen median hyödyntämiseen yritysten markkinointi- ja viestintätarkoituksiin. Toimeksiantajayritys on Kiilto, joka on myös kirjoittajan työpaikka. Sosiaalisen median hyödyntäminen on toimeksiantajayrityksessä juuri nyt ajankohtaista ja pohdinnan alla, joten tämän lopputyön toivotaan antavan ideoita ja ajateltavaa tähän prosessiin. Työn tarkoituksena on tutkia ja kartoittaa mahdollisuuksia, joita eri sosiaalisen median palvelut tarjoavat yritysten markkinointi- ja viestintätarpeisiin sekä kehittää ideoita ja ehdotuksia toimeksiantajayritykselle. Taustatietoa aiheeseen on hankittu opiskelemalla sosiaalisen median ja markkinoinnin teoriaa. Teoriaosuuden jälkeen kirjoittaja on tutkinut ja innovoinut, kuinka sosiaalista mediaa voi hyödyntää markkinoinnissa ja yrityskuvan rakentamisessa sekä analysoinut ja arvioinut näitä mahdollisuuksia toimeksiantajayrityksen näkökulmasta. Työn teoriaosuus sisältää teoriaa markkinoinnista, yrityskuvasta, brändistä ja sosiaalisesta mediasta. Tietolähteinä on käytetty kirjallisuutta, kurssikirjoja, artikkeleita ja internetiä. Toimeksiantajayritykseen liittyvää tietoa on hankittu kenttätutkimuksena haastattelemalla yrityksen markkinointi- ja viestintäasiantuntijoita. Kirjoittajan oma työkokemus toimeksiantajayrityksessä on myös suuresti edesauttanut yrityksen taustatietojen, kenttätutkimuksen ja lopputyön tulosten osalta. Tämän lopputyön yksi johtopäätös on, että sosiaalisen median suuren suosion tulisi kannustaa yrityksiä hyödyntämään sosiaalisen median sovelluksia markkinoinnissaan ja yhteydenpidossaan asiakkaiden kanssa. Lopputyön tulokset sisältävät myös ideoita, kuinka sosiaalista mediaa yleensä voisi hyödyntää näihin tarkoituksiin, sekä ehdotuksia, kuinka toimeksiantajayrityksessä voitaisiin edetä sosiaalisen median hyödyntämisessä

Combining real-life and internet marketing methods in construction field to market RentSOS

The purpose of this thesis is to provide some ideas as to whether it is possible and effective for a new IT product to create value for construction companies via relationship marketing and internet marketing within the construction industry. As well as to provide a modified marketing mix for RentSOS, combined by relationship marketing and internet marketing methods, that can be applied at the same time. The motivation of the thesis is to look inside on an area, which gets very little attention in marketing literature, which is the B2B relationships on construction industry and effective internet marketing in B2B and B2C methods taking into account the specificities of the construction rental sector. The following hypothesis have been set: H1: Construction companies in Estonia are not using all the possible real-life marketing methods. H2: Construction companies in Estonia are not using all the possible internet marketing methods. The companies studied for relation marketing are Ramirent, Cramo and Storent. They have the ambition to be a big player in whole Estonian construction rental market. The companies studied for internet marketing are Ramirent, Cramo and Storent. These companies are considered an interesting and rewarding object for a research due to author’s goal to investigate their marketing methods in order to find out the best marketing mix for new IT product-RentSOS.http://www.ester.ee/record=b4095549~S1*es

Promotional strategies in the internet age

The Internet and e-Business has experienced exponential growth over the past few years, generating significant challenges to organizations using the Internet for business, or as a communications medium. Along with the proliferation of the Internet, a number of new online-based promotional tools have been added to the overall promotional mix. This research aims at investigating successful online promotional strategies through a comparison of a synthesis of contemporary literature and information collected from a case study based on the online recruitment industry. The findings from the case study confirmed and built upon several key points identified in the literature. However, the responses also identified contradictions between the practices of the organizations involved in the case study, and the framework developed from the synthesis of the literature. Based on the findings, a provisional set of guidelines and procedures for successful online promotion were developed, with the aim of contributing to existing literature to help inform small to medium sized businesses how to implement an online promotional strategy

Be Credible: Information Literacy for Journalism, Public Relations, Advertising and Marketing Students

This project was funded by KU Libraries’ Parent’s Campaign with support from the David Shulenburger Office of Scholarly Communication & Copyright and the Open Educational Resources Working Group in the University of Kansas Libraries.This free and open textbook teaches college-level journalism students to become information experts. Using the themes of credibility and information literacy, the book helps today’s students, who start out all their research with Google and Wikipedia, to specialize in accessing, evaluating, and managing information that often is not accessible through Google searches. The book includes chapters on public records, freedom of information requests, nonprofit organizations, for-profit companies, scholarly research, public data, interviews and more. Through current examples, instructional videos, suggested classroom activities, and practitioner insights, the authors challenge students to examine the credibility of the sources they use as current and future professional communicators