Marketing Communications on the Internet: an analysis of the use of dialogic tools on Brazilian internship organizations web sites

Marketing Communications on the

Internet: an analysis of the use of

dialogic tools on Brazilian

internship organizations web sites

University of Southampton

2012

Ms. Mauro de Oliveira – Centro Universitário da FEI (São Paulo, Brazil) Doctor Melby K. Zuniga Huertas - Centro Universitário da FEI (São Paulo, Brazil)

A Geração Y 15%

36%

22%

19%

8%

Brazilian Population - Census 2010 – (IBGE)

Generation Z

Generation Y

Generation X

Baby Boomer

Traditionalists

Marketing Communications on the Internet: an Analysis of the Use of Dialogic Tools on Brazilian Internship Organizations Web Sites

Total: 190.755.799

68 million

Generation Y


Generation Y, formed by young people, is

in search of greater interaction with the

media, seeing the Internet as part of your

life and refusing to be just passive users.

(Tapscott, 1999)


Justification

Generation Y

30h

17h

Sourche: Delloite,

2010



Internet

2.4 billion social networking

accounts worldwide

Social Media - 2011

1 trillion videos playbacked on Youtube

Source: http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers

255 million tweets per day

+ 800 million users on Facebook


The changes in the communication

Source: http://vi.sualize.us/tecnoetica


What

justifies research interest?


Brazil has

13.4 million students in high school and

college.


Source: Inep/MEC

Of these,

6.38 million are


Source: Inep/MEC

College students

Only Students of

Business Administration

are 1.1 million

(18.5%)


Young people have

changed theirs habits...

And the Brazilian

companies have changed?

One question: What tools

do the internships companies use

to communicate with the young?


Actually, Brazil has

1 million interns

(740 000 undergraduates and

260 000 high school students).

They get about

US $4.5 billion per year.


The number of internship organization

websites increased

Use of dialogical

tools


Ten years ago students had been less availability to

internship positions offered by

companies.

But with the Internet,

this changed. Marketing Communications on the Internet: an Analysis of the Use of Dialogic Tools on Brazilian Internship Organizations Web Sites

With the Internet, is there more

information available?

It easier to communicate?

Do the institutions communicate with

what students want to hear?

Are all the tools available used?


What is the

purpose of this

article?


Analyze the

use of dialogic

tools on the

sites of

internship

organizations.


Compare the

use of dialogic

tools by

different

internship

organizations.


Ok, but

What is dialogic


Dialogic: 1. That is intended to provoke

discussion, debate, dialogue

between the institution and the

public.

2. Adjective dialog.

3. Relating to or in the form of

dialogue.


Dialogic Communication

Dialogic Communication refers to

any negotiated exchange of

ideas and opinions between

parties to a communication

process.

(Kent & Taylor, 1998)


Dialogic Principles

Dialogic

Loop

Usefulness of

Information

Generation of Return

Visits

Ease of the

Interface


Dialogic Loop

1. Opportunity for user response

2. Opportunity for voting

3. Link do personal contacts

4. Sign-up for an appointment or tour

5. Instant messaging/online chats

6. Customers testimonials


Usefulness of Information

7. History/about us

8. On-line registration

9. Map/directions

10. Virtual tour

11. News

12. Articles

13. Clipping

14. Press release

15. Streaming video

16. Streaming audio

17. Pictures

18. Login

19. FAQs

20. Contact information

21. Partnerships

22. Cost information

23. Career


Return Visits

24. Calendar of events

25. RSS Feeds

26. Information that can

be requested by e-mail

27. Blogs

28. Podcasts

29. Del.icio.us

30. Digg

31. Facebook

32. Flickr

33. Google accounts

34. Linkedin

35. Live MSN

36. Myspace

37. Orkut

38. Twitter

39. Yahoo Bookmark

40. YouTube

41. Games


Ease of Interface

42. Site map/site index

43. Open menu

44. Page download time

45. Search option

46. Logo of organization

47. Breadcrumbs


Theoretical References Authors Idea

Berhow & Gordon

(2006)

The use of dialogic tools by American

universities

Kent & Taylor (1998,

2002)

The relationship building through the

web using the dialogical potential

Duncan & Moriarty

(1998)

Model of relationship marketing-based

communications

Tapscott (1999) Generation Y and the contact with the

digital media

Shimp (2002) Integrated Marketing Communication


Type Search

Descriptive

Technical Research

Content Analysis

Searches Items

Census

Data Collection Instrument

Encoder

Data Analysis

Analysis of

Frequencies

Method of Research


november/2009 to january/2010

Location of Sites

Abres

Abraine

Google Yahoo!

Bing

39

million


Key words Agentes de Integração, Vagas para Estagiários, Estágio

Estagiário, Empresas de Estágios, Agentes de Integração de Estágios, Vagas para Estágio

Agents of integration

of interns

Interns vacancies

Interns

Internship Internship

Companies Agents of integration

Internships Opportunities


146

74

2039

Sites found and analyzed


The research...

47 items assessed at each site


Now... The outcome. The tools most used by companies to

communicate

with the young


Outcomes

0

5

10

15

20

25

30

35

40

45

50

Dialogic Loop Uselfulness ofInformation

Generation ofReturn Visits

Ease of theInterface

6

29

3

50

%


The Organization who use more

0 10 20 30 40 50

Catho

Via de Acesso

ABRH RS

Nube

IEL

48

35

33

30

30

% Used


Most sites

do not use

RSS (4%).


The tools most used by organization are


84

86

88

90

92

94

96

98

100

Logo About Contact On-lineregistration

100

9593

90

% Found

% Found

No site found using

Podcasts


Social Network Sites

1%

1%


22nd 21st

12th 6th

4th 2nd

Curiosity:

Social Network in Brazil

Source: www.alexa.com,June, 19, 2012


http://www.alexa.com/

The knot


Conclusions

Low use of dialogic tools

Old and outdated news

Very low use of social network sites


Suggestion for

future studies


Future Studies

A longitudinal study

In-depth interviews with enterpreneurs

Study the perspective of the students

Use tools versus

Productivity indicators


Any questions?


Thank you for your attention!

Mauro de Oliveira – [email protected]

Melby Karina Z. Huertas – [email protected]


mailto:[email protected]

mailto:[email protected]