Comunicación en una nueva perspectiva de actuación con emprendimientos: caso Alianza Giro

Abstract

Abstract: Organizational communication processes in Ecuador have varied with vertiginousness in the last 20 years leaving aside the traditional channels: press, radio and television; and occupying, more and more, spaces on the web through online strategies. However, empiricism, the lack of a methodology around the content and informality of communication departments in companies, cause the results to not be as expected. The present research work Its objective is to develop a communication plan that allows the company Alianza Giro has a strategic tool using the "Online" communication channels and "Offline" so that you can access your stakeholders with relevant content positioning your brand in the national market. For this, the two networks were selected most important for the sector in which the company operates, Facebook and Instagram. For each of them, the following were specified: a visual aesthetic, a political and dynamic of networks, strategies and actions and a schedule. In the same way, and to evaluate the impact of the proposed strategy, evaluation metrics were established, as well as the budget for the implementation of the plan.