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Bewertung von Social-Media Kampagnen zur Kundenbindung. Key Performance Indicators (KPI)

Bewertung von Social-Media Kampagnen zur Kundenbindung. Key Performance Indicators (KPI)

          
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About the Book

Projektarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Fachhochschule Südwestfalen; Abteilung Meschede, Sprache: Deutsch, Abstract: Key Performance Indicators (KPls) sind ein wichtiges Werkzeug um Leistungen in Unternehmen zu messen, bzw. Prozesse hinsichtlich ihrer Leistungsfähigkeit zu beurteilen. Ihre Anwendungen sind vielseitig und können von dem klassischen Prozessmanagement bis hin zur Verfolgung strategischer Ziele und deren Fortschritte in der Umsetzung Anwendung finden. Sie geben eine Aussage über den Erfolg und die Rentabilität des Unternehmens. Ziel dieser Arbeit ist es, die Messung von KPIs als Analysemittel zu benutzen um die Social-Media Aktivitäten von ausgewählten Unternehmen zu vergleichen. Genauer werden drei Social-Media Werbekampagnen verglichen (Lufthansa, Iberia und Ryanair), um festzustellen, wie man den Erfolg einer Social-Media Kampagne messen kann. Der Gedanke daran ist, ein spanisches, ein englisches und eine deutsches Unternehmen miteinander zu vergleichen. Diese Projektarbeit beginnt mit der Definition und Bedeutung der verschiedenen relevanten KPls für die Messung des Markterfolgs bei Social Media Kampagnen. Außerdem werden die wichtigen KPIs - welche komplett bei allen Unternehmen des Fallbeispiels ermittelt werden können - eingegrenzt. Die Themen Kundenbindung und Social-Media werden an dieser Stelle ebenfalls betrachtet. Es wird insbesondere die Rolle der KPIs im Marketing und Controlling analysiert. Der Vorgang ist hierbei wie folgt. Zunächst werden die KPIs von verschiedenen Seiten betrachtet. Danach werden die KPIs der Literatur entnommen. Zuletzt werden dann die besten Indikatoren zur Feststellung der Kundenbindung ausgewählt. Danach wird ein Interview bei einem Unternehmen durchgeführt. Hauptthema dieses Interviews sind die Social-Media Aktivitäten. Diese Aktivitäten werden dann mit Hilfe der ausgewählten KPIs mit Hinblick auf Kundenbindung bewertet. Es werden dann diese Aktivitäten mi


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Product Details
  • ISBN-13: 9783668461659
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Edition: Kpi
  • Language: German
  • Returnable: N
  • Weight: 91 gr
  • ISBN-10: 3668461651
  • Publisher Date: 14 Jun 2017
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 58
  • Spine Width: 4 mm
  • Width: 148 mm


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