طراحي مدل همراستايي ابزارها و اهداف بازاريابي رسانه هاي اجتماعي شركت هاي استارتآپي

Designing the alignment model of social media marketing tools and goals.

ﻫﺪف: رﺳــﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺑﻪ ﻋﻨﻮان ﯾﮏ ﮔﺰﯾﻨﻪ اﺳــﺘﺮاﺗﮋﯾﮏ، ﺗﻮﺳــﻌﻪ ﺳــﺮﯾﻊ ﻗﺎﺑﻠﯿﺖﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺷﺮﮐﺖﻫﺎي ا ﺳﺘﺎرتآﭘﯽ را ﻣﯿ ﺴﺮ ﺳﺎﺧﺘﻪاﻧﺪ، ﺑﻨﺎﺑﺮاﯾﻦ ﺿﺮورﯾ ﺴﺖ ﺗﺎ اﯾﻦ ﻗﺒﯿﻞ ﺷﺮﮐﺖﻫﺎ، ا ﺳﺘﺮاﺗﮋيﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺧﻮد را ﺑﻪ ﮔﻮﻧﻪاي ﺗﻮﺳﻌﻪ دﻫﻨﺪ ﺗﺎ ﺗﺎﮐﺘﯿﮏﻫﺎي ﻣﺘﻨﻮع ﺑﺎزارﯾﺎﺑﯽ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ را ﺑﺎ اﻫﺪاف ﺑﺎزارﯾﺎﺑﯽ ﻫﻤﺮاﺳﺘﺎ و ﺧﻠﻖ ﻣﺰﯾﺖﻫﺎي رﻗﺎﺑﺘﯽ ﭘﺎﯾﺪار اﻣﮑﺎن ﭘﺬﯾﺮ ﻧﻤﺎﯾﻨﺪ. ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ ﺑﺮاي ﭘﺎﺳﺦ ﺑﻪ اﯾﻦ ﻧﯿﺎز، اراﺋﻪ ﻣﺪل ﻫﻤﺮاﺳﺘﺎﯾﯽ اﺑﺰارﻫﺎي ﺑﺎزارﯾﺎﺑﯽ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﺷﺮﮐﺖﻫﺎي اﺳﺘﺎرتآپ اﺳﺖ. روش: ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﭘﯿﭽﯿﺪﮔﯽ ﻫﻤﺮاﺳــﺘﺎﯾﯽ اﺑﺰارﻫﺎي ﺑﺎزارﯾﺎﺑﯽ رﺳــﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﺳــﻄﺢ ﻋﻤﻠﯿﺎﺗﯽ، ﻃﺮاﺣﯽ ﻣﺪل ﺑﺮاﺳﺎس روشﺷﻨﺎﺳﯽ ﺳﯿﺴﺘﻢﻧﺮم و ﻧﮕﺎﺷﺖﺷﻨﺎﺧﺘﯽ، در ﻗﺎﻟﺐ ﯾﮏ ﻣﻄﺎﻟﻌﻪ ﮐﯿﻔﯽ ﺑﺎ روﯾﮑﺮد ﺗﻮ ﺻﯿﻔﯽ- اﮐﺘ ﺸﺎﻓﯽ اﻧﺠﺎم ﺷﺪ. دادهﻫﺎي ﭘﮋوﻫﺶ از ﻃﺮﯾﻖ ﻣ ﺼﺎﺣﺒﻪﻫﺎي ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﺎ 16ﻧﻔﺮ از ﻣﺪﯾﺮان 8 ﺷﺮﮐﺖ اﺳﺘﺎرتآﭘﯽ ﮐﻪ ﺑﻪ ﺻﻮرت ﻏﯿﺮ اﺣﺘﻤﺎﻟﯽ در دﺳﺘﺮس اﻧﺘﺨﺎب ﺷﺪﻧﺪ، ﺟﻤﻊآوري ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﺳـﺎﺧﺖدﻫﯽ ﺑﻪ ﻣﺴـﺎﻟﻪ ﭘﮋوﻫﺶ در ﭼﻬﺎرﭼﻮب روش ﻣﻨﺠﺮ ﺑﻪ ﺷـﻨﺎﺳـﺎﯾﯽ ﺳـﻪ اﻟﮕﻮي ﻣﺘﺪاﺧﻞ ﻫﻤﺮاﺳــﺘﺎﯾﯽ اﺑﺰارﻫﺎي ﺑﺎزارﯾﺎﺑﯽ رﺳــﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺷــﺎﻣﻞ ﻫﻤﺮاﺳــﺘﺎﯾﯽ ﻣﺤﺘﻮا-ﻣﺤﺎوره، ﻫﻤﺮاﺳــﺘﺎﯾﯽ ارﺗﺒﺎﻃﯽ و ﻫﻤﺮاﺳﺘﺎﯾﯽ واﮐﻨﺶ ﻣﻨﺠﺮ ﺑﻪ ﻣﺒﺎدﻟﻪ ﺷﺪ ﮐﻪ دﺳﺘﯿﺎﺑﯽ ﺑﻪ اﻫﺪاف ﺑﺮﻧﺎﻣﻪﻫﺎي ﺑﺎزارﯾﺎﺑﯽ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺷﺎﻣﻞ اﻓﺰاﯾﺶ آﮔﺎﻫﯽ، اﻓﺰاﯾﺶ ﺗﻌﺎﻣﻼت ﺑﺎ ﻣﺸﺘﺮﯾﺎن و ﺟﺎﯾﮕﺎهﯾﺎﺑﯽ را ﻣﯿﺴﺮ ﻣﯽﺳﺎزد. ﻧﺘﯿﺠﻪﮔﯿﺮي: ﺗﻮﺳﻌﻪ و ﭘﯿﺎدهﺳﺎزي اﺳﺘﺮاﺗﮋيﻫﺎي ﻫﻤﺮاﺳﺘﺎﯾﯽ در ﭼﻬﺎرﭼﻮب اﻟﮕﻮي ﭘﯿﺸﻨﻬﺎدي ﭘﮋوﻫﺶ در ﻗﺎﻟﺐ 47 اﻗﺪام ﻫﺪﻓﻤﻨﺪ اراﺋﻪ ﺷﺪ ﮐﻪ ﻣﯽﺗﻮاﻧﺪ ﺧﻄﻮط راﻫﻨﻤﺎي ﺗﻮﺳﻌﻪ ﻗﺎﺑﻠﯿﺖﻫﺎي ﺑﺎزارﯾﺎﺑﯽ ﺷﺮﮐﺖﻫﺎي اﺳﺘﺎرتآﭘﯽ در ﺑﺴﺘﺮ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ را ﺷﮑﻞ دﻫﺪ. ﮐﻠﯿﺪ واژهﻫﺎ: ﻫﻤﺮاﺳــﺘﺎﯾﯽ؛ اﺑﺰارﻫﺎي ﺑﺎزارﯾﺎﺑﯽ رﺳــﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ؛ ﺷــﺮﮐﺖﻫﺎي اﺳﺘﺎرتآپ؛روشﺷﻨﺎﺳﯽ ﺳﯿﺴﺘﻢﻧﺮم؛ ﻧﮕﺎﺷﺖﺷﻨﺎﺧﺘﯽ.

Social media as a strategic choice leads startup companies to rapid marketing capabilities development. So it is essential for these business entities to develop and implement social media marketing strategies in a way that align a wide range of social media tools and tactics with marketing objectives to make sustainable competitive advantages and to meet business goals. To address this pivotal need, this article aims to present the alignment model of social media tools in startup companies. Method: Considering the complexity of aligning social media marketing tools with marketing objectives as the problematic situation, constructing the model was conducted through using soft system methodology and cognitive mapping. Data was gathered in collaborative way and throughout semi-structured deep interviews with 16 managers of 8 startup companies as an expert panel in heterogeneous industries that were selected according to non-random sampling method. Results: Findings implies that in congruence with triadic objectives of social media marketing plans within startups including increasing awareness, increasing interactions with customers and positioning, respectively three levels of interrelated alignment including content-conversation alignment, communication based alignment and conversion based alignment could be accomplished. Conclusion: 47 goal oriented actions were suggested by participants that could be considered as the alignment strategies guidelines either in social media marketing strategy development or implementation