Customer reference marketing and utilization of social media as an integral part of customer references

The objective of this Bachelor's Thesis is to find out the role of social media in the B-to-B marketing environment of the information technology industry and to discover how IT-firms utilize social media as a part of their customer reference marketing. To reach the objectives the concepts of customer reference marketing and social media are determined. Customer reference marketing can be characterized as one of the most practically relevant but academically relatively overlooked ways in which a company can leverage its customers and delivered solutions and use them as references in its marketing activities. We will cover which external and internal functions customer references have, that contribute to the growth and performance of B-to-B firms. We also address the three mechanisms of customer reference marketing which are 'status transfer', 'validation through testimonials' and 'demonstration of experience and prior performance'. The concept of social media stands for social interaction and creation of user-based content which exclusively occurs through Internet. The social media are excellent tools for networking because of the fast and easy access, easy interaction and vast amount of multimedia attributes. The allocation of social media is determined. The case company helps clarify the specific characteristics of social media usage as part of customer-reference-marketing activities. For IT-firms the best channels to utilize social media in their customer reference marketing activities are publishing and distribution services of content and networking services.

Media-antropologian hahmoa hakemassa

Kirja-arvio

Media in the Ubiquitous Era: Ambient, Social and Gaming Media

http://www.igi-global.com/book/media-ubiquitous-era/49581

Menestyksen eväät ja murtuva media. Tapaustutkimus aikakauslehden aineettomista kilpailutekijöistä muuttuvassa markkinatilanteessa.

Tutkimuksessa analysoidaan yhden aikakauslehden aineettoman pääoman keskeisiä tekijöitä ja niiden dynamiikkaa laadullisilla menetelmillä. Aineisto perustuu haastattelumateriaaliin. Taustan muodostaa tietojohtamisen teoriakirjallisuus, jossa eri tietopääomatekijät jaotellaan suhde-, rakenne ja inhimillisiin tekijöihin. Aikakauslehdet, kuten koko mediatoimiala, ovat vahvassa muutostilanteessa ja aineettoman pääoman tekijöiden kautta ne voivat jatkossakin ylläpitää markkina-asemaansa. Tutkimuksen kohteena on hyvän markkina-aseman omaava aikakauslehti, jonka arvonmuodostusta ja aineettomia tekijöitä ja niiden välistä dynamiikkaa tutkimuksessa analysoidaan. Tutkimustulokset osoittavat, että tarkasteltavan aikakauslehden arvonmuodostus perustuu vahvaan aineettomien tekijöiden kombinaatioon, vahvaan organisaatiokulttuuriin ja aineettomien tekijöiden väliseen dynamiikkaan, mikä saadaan ulosmitattua printtituotteen muodossa kuluttajamarkkinoilla. Haasteena on näiden pääomatekijöiden hyödyntäminen yhtä tehokkaalla tavalla muuttuvan markkinatilanteen myötä.

MeDia

keksintöilmoitus, luottamuksellinen

Soil water evaporation under densities of coverage with vegetable residue

This study was conducted at the Agronomic Institute of Paraná (IAPAR) in Londrina, State of Paraná (PR), Brazil (latitude 23º18'S, longitude 51º09'W and average altitude of 585 m). The local climate, according to the classification of Köeppen, is Cfa type, i.e., humid subtropical climate, with rain in all seasons and can occur dry seasons during the winter. It was determined soil evaporation (E) under different coverage densities with residue from the wheat crop. The treatments were installed in weighting lysimeters of 2.66 m² and 1.3 m deep, which allows to determine E by the mass difference with measuring precision of 0.1mm at one hour intervals. Treatments consisted of 0; 2.5; 5 and 10 t ha-1 of wheat crop residues, placed evenly over each lysimeter. In the first cycle (September 22nd to October 20th, 2008), the reduction of E, as compared to a bare soil, was 4; 15 and 24%, while in the second cycle (December 1st to 30th, 2008), the reduction was of 15; 22 and 25%, respectively, for the treatments of 2.5; 5 and 10 t ha-1.

Coverage mobilization by different no-tillage in-line handling mechanisms

Vegetation cover on soil acts positively in maintaining temperature and soil moisture, yet, it has been imposing specific operational conditions on seeders. The objective of this study was to evaluate performance of different mechanisms regarding straw mobilization, employed in a no-till seeder. The experimental area was conducted on clayey soil under no-tillage with a large quantity of sorghum residue. The experiment was established in a randomized block design, as the treatments consisted of a combination of two mechanisms at front of the furrow opener composed of cutting disc and row cleaners, and three mechanisms behind the seed furrower, covering discs prototype model M1, Spider and commercial model, with the combination of cutting disc and Spider model not being evaluated. We assessed the coverage permanence on soil index, vegetation mass on surface and inside the line. The treatment containing the row cleaner mechanism efficiently removed straw from the surface of sowing line as well as the return one acted on straw replacement. It was identified that use of the cutting disc at the front of seeder contributed to the increase of straw installation inside the line, three times more than in the row cleaner system when operating individually. Covering mechanism with row cleaners reduced straw inside the line and kept line covering similar to treatment of cutting disc operating alone.