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SUMMER TRAINING REPORT ON

UNDERSTANDING AND ANALYSING THE

PRESENT SCENARIO OF SOCIAL MEDIA MARKETING

IN INDIA

For

OASISM

By

SUNIL KUMAR SINGH

In Partial fulfillment for the award of the Post Graduate Diploma in Global Business Operation

2013-15

Post Graduate Diploma in Global Business Operation 2013-15 Shri Ram College of Commerce University of Delhi

Shri Ram College of Commerce

University of Delhi North Campus Maurice Nagar (Delhi-110007) Website: www.srcc.edu

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SUMMER TRAINING REPORT ON

UNDERSTANDING AND ANALYSING THE

PRESENT SCENARIO OF SOCIAL MEDIA MARKETING

IN INDIA

For

OASISM

SCENARIO OF SOCIAL MEDIA MARKETING IN INDIA For OASISM Under the Supervision Of Mr. Harry Naik

Under the Supervision

Of

Mr. Harry Naik

Submitted By-

Sunil Kumar Singh

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Submitted to-

Prof.

ACKNOWLEDGEMENT It is important to thank everyone for their support, help and guidance which I

ACKNOWLEDGEMENT

It is important to thank everyone for their support, help and guidance which I have received during this whole project. To begin with my sincere regards to MR. HARRY NAIK, CEO OASISM for allowing me to join the group as a part of my summer training program and have this wonderful experience. I am extremely thankful to him for blessing me with this valuable opportunity, making me a part of his team on a live project, which has given me valuable knowledge and understanding of the real time business environment. It is because of his belief and confidence in me that I have come out with plenty of good things for me in course of this program. He really acted as a true source of inspiration and has been exceptionally helpful at all times. His technical expertise and management abilities gave me a vivid picture of an ideal manager and his role in an organization. I have always tried to inject some of his qualities in myself to enhance my efficiency and abilities to do things in a smart manner.

Finally I would thank Shri Ram College of Commerce for providing me with an opportunity to pursue my summer project and for providing me sufficient help whenever required.

Sunil Kumar Singh G.B.O (2013-15) SRCC, New Delhi

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CERTIFICATE OF EVALUATION This is to certify that the project report entitled “Understanding and analyzing

CERTIFICATE OF EVALUATION

This is to certify that the project report entitled “Understanding and analyzing the present scenario of Social Media Marketing in India” is being submitted by "Sunil Kumar Singh" in partial fulfillment of the requirement for the award of the diploma of "Global Business Operation" 2013-15 to Shri Ram College of Commerce, New Delhi, is a record of the student's own work. This work has not been submitted to any other University or Institute for the degree or diploma to the best of my knowledge.

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Internal Examiner

TABLE OF CONTENTS Chapter Title EXECUTIVE SUMMARY 1. INTRODUCTION TO TOPIC 1.1 Industry Overview 1.2

TABLE OF CONTENTS

Chapter

Title

EXECUTIVE SUMMARY

1. INTRODUCTION TO TOPIC

1.1 Industry Overview

1.2 Methods of Social Network Marketing

1.3 Implication on Traditional Advertising

2. COMPANY PROFILE

2.0 About OASISM

2.1 Major milestones

3. SWOT ANALYSIS:-SOCIAL MEDIA

4. RESEARCH METHODOLOGY

5. DATA ANALYSIS & INTERPRETATION

6. DETAILS OF WORK DONE

7. FINDINGS

8. RECOMMENDATIONS

9. CONCLUSION

ANNEXURE

BIBLIOGRAPHY

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Executive summary

Social media marketing refers to the process of gaining website traffic or attention through social media sites. Indian marketers are moving at a fast speed to tap the “new normal ‘opportunity. Social media has gone into mainstream, and for businesses it represents an unprecedented marketing opportunity that transcends traditional middlemen and connects companies directly with customers. Customer acquisitions remain to be the prime goal of Indian marketers (59%). According to leading marketers of India, the top three online investment channels for 2013 are Social media, Email marketing and Search marketing. 52% of the top marketers said that it is extremely important to integrate email marketing and social media marketing. This is why nearly every business on the planet is exploring social media marketing initiatives. The focus of marketers is shifting from sending the message out ‘to start engaging with customers‘. In this context, the role of a marketer is changing from batch and blast ‘processing to creating listening posts ‘and dialogue hubs ‘in customer communities. A shift from isolated pure play traditional platforms to an integrated multi-channel approach is helping the marketers address the challenge of new consumers ‘expectations across many devices and channels. Indian marketers are leveraging the power of various communication channels and technologies- be it Email, SMS or Social Media in their portfolio. Here we will see the main trend of Social media marketing in India, The scope of it, the future and will undergo a search to follow the Customer perception About Social media for Brand management.

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Quick summary of our primary findings

Marketers place high value on social media: A significant 90% of marketers indicate that social media is important for their business. Measurement and integration are top areas marketers want to master: - One Third of all social media marketers want to know how to monitor and measure the Return on Investment (ROI) of social media and integrate their social media activities. Social media marketing takes a lot of time: The majority of marketers (58%) are using social media for 6 hours or more each week, and more than a third(3 4%) invest 11 or more hours weekly. • A significant 77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for2011.E-marketing forms the baseline for 86% of marketers in India. Promotional communication and newsletters are the primary users of use of e-Marketing channels in 2013.Customer acquisition is the largest driver of e-Marketing for 2013.36% of Indian marketers ‘invested more than 10% of their budgets in e -Marketing, 72% of Marketers have plans to increase investments in e- Marketing platform. After Social media, Email marketing and Search marketing are the preferred digital channel for 2013.

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Chapter-1

Introduction to Topic

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Chapter-1 Introduction to Topic 8

1.1 Industry Overview

Social media marketing

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Social media marketing tools

Besides research tools, various companies provide specialized platforms and tools for social media marketing: - Social media measurement Social network aggregation Social bookmarking Social analytics Automation Social media Blog marketing Validation

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1.2 Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. Today we can find many ways for internet marketing. Many people who enter this online marketing are less worried because of its guaranteed success. If we see in Internet totally all types of products has been marketed online without much effort. Internet attracts many business people to promote their business online. Social network marketing is grown to such a height that today many people can't earn without it. Some of the most recognized network marketing tools are Face book, MySpace and LinkedIn. Twitter became regular place for people who have newly entered the field of social network marketing.

Blogging

When we start Blogging or posting our data about any product, we can see less response from clients. Later it will become big business via blog. Websites and blogs are most powerful tools for social network marketing when matched with other networking tools. Blog is an amazing tool which provides many other facilities in addition to just marketing our business. It also helps us to communicate with other clients in case if we have any problems.

Personal website or blog

It is important to have a private website if we are a freelancer. Our website will help our clients to know about us and it will make them clear that we are a serious freelance marketer and help to make huge revenue via online marketing.

Article selling

It is also best and cheap internet marketing method. It is a mode of advertising our trade just by writing articles and attracting endless number of users across world. We usually sell our articles to different article database websites and article directories. Today it provided free business to many advertisers and publishers and they are really benefited through their articles.

Email sending

Electronic mail sending is the best way to marketing. Collect list of email addresses through

portfolio websites and email about our business to all internet users. Our Email should be

attractive in such a way that our recipient will be impressed to get back to us

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Use of social networking websites

Social networking websites like Twitter; face-book can be used to promote the sales. These

provide best platform for all who are thinking of online marketing.

Video promotion

Use several video distribution websites for the marketing. These websites uploads the service to the whole world. All that we need to do is film a video about marketing and send it to video uploading sites like You Tube. It seems it is the easiest way of marketing than any other modes since many people will be interested in view videos rather than word form of advertisement.

Press Release or media release

It attracts several public clients’ and increases relationship among them.

Search Engine Optimization

It improves the traffic to the website by providing quality web content. It uses RSS feeds and many SEO techniques.

Social networking websites and blogs

Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous

experiences with social

individual followers to ―retweet or―repost comments made by the product being promoted. By repeating the Message, all of the user‘s connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.

networking site interaction. Social networking sites and blogs allow

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Engagement

In the context of the social web, engagement means that customer’s and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or idea somewhere along the business‘s path to market. Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.

Example-2008 Presidential Election

The 2008 presidential campaign had a huge presence on social networking sites. Barack Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate his campaign. His social networking site profile pages were constantly being updated and interacting with followers.

Kony 2012

A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc. This 29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive, famous worldwide in order to have support for his arrest by December 2012; the time when the campaign ends. The video went viral within the first six days after its launch, reaching 100million views on both YouTube and Video.

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1.3 Implications on traditional advertising

Minimizing use

Traditional advertising techniques include print and television advertising. The Internet had already overtaken television as the largest advertising market. Websites often include banner or pop-up ads. Social networking sites don‘t always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. Print ads are also starting to include barcodes on them. These barcodes can be scanned by cell phones and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones.

Leaks

Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads are often leaked to the world via the Internet earlier than they are scheduled to premiere. Social networking sites allow those leaks to go viral, and be seen by many users more quickly. Time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment and interaction concerning the event. This allows individuals watching the event on the west coast (time-delayed) to know the outcome before it airs.

Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.9 million in damages in 2013.The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation. An example of a social media mishap includes designer Kenneth Cole’s Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [Kenneth Cole's website]".This reference to the 2011Egyptian Revolution drew objection from the public.

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General Social Networking Statistics

• 62% of adults worldwide now use social media

• Social networking is most popular online activity, with 22% of time online spent on channels like Facebook, Twitter and PInterest.

• 65% of the world‘s top companies have an active Twitter profile

90% of marketers use social media channels for business, with 93% of

these rating social tools as ―important‖

43% of marketers have noticed an improvement in sales due to social

campaigns

72% of marketers who have worked in social media for three or

that they

saw a boost in turnover due to social channels (the longer you‘re working in it the better you

get)

more years said

91% of experienced social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads.

The average time spent by marketers on social media is 1-5hrs per week for those just getting started and 6+ hours per week for those with 3+years of experience

• The most popular social networking tool for marketing is Facebook being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs(68%)

LinkedIn is 4X better for B2B lead generation than Facebook and Twitter

Only 10% of marketers are actively monitoring social media ROI

Only 22% of businesses have a dedicated social media manager

• 23% of Fortune 500 companies have a public-facing corporate blog

58% of Fortune 500 companies have an active corporate Facebook account, 62% have an active corporate Twitter account.

• 47% of customers are somewhat likely to purchase from a brand that they follow or like

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Indian Market

India‘s Internet economy is expected to reach Rs.10.8 trillion by 2016, as the country‘s growth rate in this segment is far ahead of many of the developing nations, reported by BCG.

According to BCG, the India Internet economy contributed to 3.2trillion rupees to the overall

economy in 2010, 4.1% of the country‘s GDP, & could triple in 4 years‘ time.

More than 39 million Internet users who form 86% of the total Internet audience, visited social networking sites in July 2011.The total Indian social networking audience grew 43 percent in the past year, more than tripling the rate of growth of the total Internet audience in India. India now ranks as the seventh largest market worldwide for social networking India is adding Internet users at the rate of almost 5-7million a month, and at the current pace it will surpass the US, which has about 245 million users, in less than two years. Active user base per

month in India is close to 30 Million marks which is still a pretty large market but not as big as

portrayed by some consultants.

India has close to 10 million online shoppers and is growing at an estimated 30%

India e-tailing market in 2011 was about $600 Mn and expected to touch $9 Bn by 2016 and $70 Bn by 2020esti the country the third-largest Internet market in the world after China and the United States.

There are more Internet users in towns with a population of less than 5 lakh than in the top eight metros put together.

About2 billion people worldwide access the Internet and 25% of them are from China. India contributes about 6% to the world's Net population and the US 12.5%.

The survey found that more than 75% of Internet usage is among school- and college-going students and those who have recently graduated Mumbai has the highest number of Internet users (6.2 million) followed by Delhi/NCR (5 million), Kolkata (2.4 million) and Chennai (2.2 million).

The percentage of companies using social media in top 5 markets is:

China: 82%

USA: 71%

India: 70%

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Brazil: 68%

Canada 51%

E-Marketer estimates advertisers will spend $3.63 billion in the US and over $4 billion more in the rest of the world on social networking sites this year. And that‘s just paid ad spending. When the Association of National Advertisers (ANA) surveyed US marketers this year, 90% said they were using social networks for their efforts about even with last year, at 89%. While this percentage has risen dramatically since 20011, when just 30% of marketers used social media, growth has plateauedand shifted to other new digital media platforms instead.

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Chapter-2

Chapter-2 Company Profile 17

Company Profile

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2.0. About OasisM 2.0.1 2 .0.2. OasisM - Brief History Options and Solutions in Social

2.0. About OasisM

2.0.1

2.0.2.

OasisM - Brief History

Options and Solutions in Social Media OasisM is being Established as a start-up by two alumni from IIM Ahmedabad and IIM Calcutta. It aims to provide significant Value for money to Young entrepreneurs, Small businesses, Small industries, Professionals and NGOs in Social Media

Marketing and Online Reputation Management.

About the Company

OasisM Consulting Pvt. Ltd. is a start-up registered as a company with its base in Gurgaon. It has been founded and led by Harry Naik. Harry is a B.E. from NSIT Delhi and PGDM from IIM Calcutta. OasisM stands for Options and Solutions in Social Media. The name is meant to directly convey what they do and what is the nature of their service. The word Oasis was also chosen because they wanted to stand apart from the Digital Marketing Agencies with the unique services much like an Oasis in a desert, which everyone is searching for.

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2.0.3

2.0.4

Projects

At any one time they are working on many of small and

Large project consisting of established as well as a Start-up

Firm.

Skills & Services Delivered

The company provides its customers with world-class skills and services - backed by their quality, latest technique, and robust approach to managing risk. From business case preparation and a device on key issues to design, implementation and ongoing support, the company provides every service and skill needed to deliver innovative, inclusive and sustainable solutions for its customers.

They provide three kinds of Social Media Services:

Social Media Management

Social Media Training

Online Reputation Management

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2.1 Major Milestones

2 . 1 Major Milestones Manthan Award Manthan Award is a first of its kind initiative
2 . 1 Major Milestones Manthan Award Manthan Award is a first of its kind initiative

Manthan Award

Manthan Award is a first of its kind initiative to recognize the BEST use of ICT and digital tools to create holistic and comprehensive impact on people. Manthan Award is less about technology and digital media but more about the right use of the digital and technological tools. It (http://www.manthanaward.org) was launched on 10th October '2004, by Digital Empowerment Foundation in partnership with World Summit Award, Department of Information Technology, Govt. of India, and various other stakeholders like similar organizations engaged in promoting digital content inclusiveness in the whole of South Asian & Asia Pacific nation for development.

of South Asian & Asia Pacific nation for development. 5Policy.Com 5policy.com is an organization powered by

5Policy.Com

Asian & Asia Pacific nation for development. 5Policy.Com 5policy.com is an organization powered by Optima insurance

5policy.com is an organization powered by Optima insurance Brokers. The company basically deals in insurance sector and has got an upper hand in Health, Car, Home, Travel, Term life Insurance. A team of more than 100 people across 5 locations in India to handle all the insurance need dealing with clients like GE, Honeywell, Nat Geo, E&Y etc.

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FunthingStore.Com FunthingStore.com is a fun website that works simply. We will send you a Surprise

FunthingStore.Com

FunthingStore.com is a fun website that works simply. We will send you a Surprise Box (Fun thing Box) that contain one or more randomly selected items among many products from our inventory, for Rs. 250 (including free shipping in India) and you will discover about your Fun thing, when you receive it.

Now you can send Surprise Gifts as Birthday Gifts, Anniversary Gifts, Valentine Gifts, and Wedding Gifts to anywhere in India & Other Countries with free shipping.

anywhere in India & Other Countries with free shipping. Cashlelo.Com 21 Online shopping is growing at

Cashlelo.Com

India & Other Countries with free shipping. Cashlelo.Com 21 Online shopping is growing at very fast

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Online shopping is growing at very fast pace in India. Now every item you want

is just one click away from you. We at

Cashlelo.com, make your online shopping more cost effective and convenient by providing you with the

best deals, offer and even cash back. As

a cashlelo.com member, you can earn

cash back when you shop online with us. We are associated with more than 100 online shopping giants. So in a nut shell, whatever you are looking for, you will find it under one roof.

\ Kolhapuri Chappal The More & Company is a proprietor firm engaged in manufacturing, supplying,

\

Kolhapuri Chappal

\ Kolhapuri Chappal The More & Company is a proprietor firm engaged in manufacturing, supplying, distributing

The More & Company is a proprietor firm engaged in manufacturing, supplying, distributing and exporting an extensive range of high quality and attractive Kolhapuri chappals since 1971. Making Kolhapuri chappals is our traditional business. The chappals are handcrafted by our experts and are made from original leather or processed leather. We offer our customers and clients the Kolhapuri chappals in variety of style and design such as typical Kapsi, paper Kapsi, Kurundvadi, Shahu, fashionable chappals etc. and in different colors like natural leather color, light and dark brown, yellow, black, red and pink colors.

Phoenix Infoway

PI digi-logical Solutions (Formerly Known As PhoenixInfoway) is a leading software, Web and Mobile application development company in India providing Offshore Software development Services & solutions with services such as Web Development, Product Development, E-strategy Consulting, Offshore software development, Web Designing, Offshore Application development, .Net Development, PHP Development, Software Development, Multimedia and Design Solutions, Android app development and IOS app development.

Development, Software Development, Multimedia and Design Solutions, Android app development and IOS app development. 22

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Jus Giftz Jus Giftz is a service for all those people who want to create

Jus Giftz

Jus Giftz Jus Giftz is a service for all those people who want to create a

Jus Giftz is a service for all those people who want to create a memory for their special ones in the form of souvenirs and memorabilia. It is often said that memories never die but to have a token of a special memory adds luster to these experiences. Jus Giftz is one such service which will ensure that your loved one always has a little something to keep them reminded of your love and appreciation. Be it gifting for your family, friends or that someone extra special, we will ensure that you do not have to take the efforts to search for a perfect gift. Just think of us and we will do the work for you, all you need to do is create memories!

Dilli Blues

The Dilli Blues Project was started by a group of failed engineers, borderline alcoholics and cinephiles to make films inspired by the stories we've seen, heard and lived around us. It soon grew into a small community where amateur filmmakers, student videographers, musicians, graphic designers and writers started collaborating fiercely to make short films, experimental films, music videos and video art. Within a span of six months, we had produced three short films, an advertisement, a couple of music videos and experimental video-art for some of our musician friends. We would love for this to become a space where future storytellers, filmmakers can connect and make films they've always wanted to!

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this to become a space where future storytellers, filmmakers can connect and make films they've always

Chapter-3

Chapter-3 SWOT Analysis:Social Media 24

SWOT Analysis:Social Media

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Social media has got a Large market reach or penetration and it‘s Very useful if we are setting up

a digital engagement strategy (to new people, friends, family, young people).Social media builds

a conversation and converse with others and build close networking bonds which share quick

information exchange. It lets us follow and connect with people/groups that interest usbut are

not

necessarily

our

friends (as with Facebook). Authors, celebrities, co-workers, colleges,

organizations etc. The campaigns are generally Cost-effective in the sense because most of the

platforms are free. They just demand time, and there is a Human factor ( i.e. the ―brand

becomes more HUMAN).Media exposure can be another strength of this. While Twitter enjoy a

strong market position in micro-messaging. Facebook is the only real competitor here and they

attract users for different reasons. It helps to build strong, long term relationships through online

social networking, at a faster pace than just relying on traditional face-to-face networking and

Gets tons of publicity. The industry has developers creating hundreds of applications around its

API. It is totally RSS-enabled.

Weaknesses:

Tough to train or convince management team/group members on social media principles as A lot

of

―”Why

Bother”

from

most

mainstream

(i.e.

Facebook

users) people

are

there.

The industry has low retention rate. Only 40%.Lacks tools or resources to track and monitor

social media campaign results. There is concern about information leakage, liability, security,

and management also.

Effort vs results: Even if it is more measurable than other channels, it is difficult especially for

small business operations) to balance the effort put on social media against the results obtained.

Consistency: Engaging with your audience at a direct level means more efforts in terms of

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keeping a consistent message/ corporate image.

Making up for mistakes: The time-frame to correct errors that affect your audience is less.

Because you are heavily exposed, your company has to take action more promptly than if you

weren‘t (especially if people are having conversations about your brand, you will have to engage

and clarify)

Blocked at many work sites: management sees it drops productivity; hurts bottom line.

Opportunities:

Creating/joining online presence on sites where the company currently doesn‘t exist, Great

opportunity for individuals and organizations to connect and exchange information. It opens a

new target or niche markets that are untapped: students, public. Partnerships with other groups:

organizations, schools, government, etc. Penetration into a new geographical market quickly.

Recruitment of interested members: students, public and it allow us to build short and long term

relationships with prospects. It humanizes the ‗brand ‘and makes the recruitment process more

personal Can gain deep insights into real-time trends, news, and all of us ―be the pulse of the

internet as said by Founder Biz Stone Integration into real- time games, media, and apps. We‘ve

barely scratched the surface so far on what‘s possible. Twitter as real time infrastructure. It may

become the dominant way for businesses to communicate with their customers as it provides

opportunities of quick delivery, branding opportunities, and enhanced marketing. Being present

where stuff happens: People research for info/products/services online and value more the

opinion of other individuals than whatever a company may say about their own offer. If your

company is present in an interactive environment like social media, the opportunities for

engagement, conversion and most importantly clarification of doubts regarding your brand, are

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countless. Developing a following/ audience those auto-nurtures itself: Our efforts in Social

media, together with the effort of the following may mean that the audience becomes our best

sales people. Talent coming our way effortless: Because of the possibilities of exposure that

Social Media allows for, interacting here may mean that future talent (in the shape of employees,

partners or, you-name-it) will come our way through the power of connecting online!Reach out

to certain groups that traditional media didn’t allow you to: Because Social media is for

everyone, sooner or later we‘ll come across people we never thought of as our client. This not

only opens the doors to build new relationships but also valuable feedback that can help us

develop the products or services more intelligently.

Threats:

Competitor is going after the same space or same audience with similar campaign and the

question also arises whether the current campaign sustainable, can it continue? There can be

threat of Attitudes on privacy: while lately it seems everyone is willing to share the most intimate

as well as mundane details of their life there could easily be a backlash against this trend.

We’ve all heard of a few embarrassing stories about over-sharing online, and a few high-profile

examples might make people rethink their habits. Micro-messaging may just be a fad. There‘s

nothing inherently awesome about 140 characters. It got too much publicity in a short time. May

get burned out and getting dangerously spammy/porn spammy. The market doesn‘t have solid

revenue model (future advertisements?)Other social networking sites (MySpace, Tagged, Friend

feed, identi.ca, others) may grow and steal market share and Acquisition by a bigger player

(Google) which may disappoint early adopters and loyal users.

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Analysis of social networking sites: A study on effective communication strategy in developing brand communication

Internet is the emerging information technology with the credibility of immediacy and fastness,

thus,

it

brings

globalization

in

every

aspects

of communication.

Communication

through

internet is more specified, with effective interactive strategy among its users. In recent days,

internet advertising has taken new forms which have more advantages over the traditional

mediums like print media, television and radio. Marketing communication is becoming precise,

personal, interesting, interactive and social. Different strategies of communication are followed in

various social networking sites like Face book, Twitter. They not only create impact over the

audience but also make them interact with the marketing statistics created. People get attached

to brand communication in social networking sites than usual banner and pop up ads. These

networking sites bring more interactive communication with advertising. Social networking sites

will become the primary arena for highly targeted marketing and advertising. Therefore, it is

necessary

to

study

the effectiveness

of

brand

communication

strategy

followed

in

social

networking sites which are mainly accessed by Indian users

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Social media

Social media advertising is a paid form of brand, service or business promotion and requires

a proper and planned communicative message and budget. Advertising is customer centric in

nature. Customers play an important role in any major or minor communication because they are

the one who are going to decide the fate of the advertising communication. Some benefits of

social network advertising include:

1. Popularizing the brand, idea or service to the target group.

2. Informing target audience about the brand or service‘s presence in the market.

3. Encouraging healthy competition in the market.

4. Providing social benefits for the brand.

5. Making the audience to interact and keep them intact with the brand.

Advertising in internet provides a major contribution to brand competition in the market.

Advertising here not only provides information about a product or service but also promotes

innovation. Besides it also facilitates consumer satisfaction. Big and small companies, individuals

of all walks of life, major and minor events, concepts, etc., nowadays lay their base on social

network advertising to get recognized in the market .With over 1.19 billion active users, Face

book, Twitter have become a personal, product and corporate branding hub in India. Every brand

that exists on social networking sites has the same core features and benefits, such as the ability to

create a page, share resources, add multimedia and much more. The effective

brand communication strategies are analyzed to find the impact among the users.

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Literature Review

Scott (2009) states the reasons for brand promoters preferring online web for marketing are that

the tools, techniques and content are constantly evolving. The buyers reward creativity by

responding to the online efforts like:

―If you are open to trying out new things, you can be first in your industry to Use something

new to communicate to your buyers. Marketing in some social networking websites are still the

most popular in their niche. Shih (2009) says that there are hundreds of millions of active users

across sites like Face book, Hi5 and MySpace. 2.6 billion min are spent on Face book each day.

These websites are enabling brands to engage the right people in the right conversation at right

time. Marketing the brands through social media is becoming precise, personal, interesting,

interactive and social. Weber (2009) says promoting a community is just like as promoting a new

brand product or service to the consumers. Social media is used to communicate people in the

promotional aspect.

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Chapter-4 Research Methodology 31

Chapter-4

Research Methodology

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Research methodology is considered as the nerve of the project. Without a Proper well- organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods.

Type of Research- Descriptive Research

Descriptive research includes surveys and fact finding enquiries kind. The major purpose of descriptive research is the description of the state of affairs as it exists at present. This is a Descriptive research because it is based on primary and secondary data, which has been collected with the help of social media to analyze and find the effectiveness of communication strategy in developing brand.

1. Research design

This research study adopted survey and content analysis in order to find the effectiveness and the impact of communication in branding any product or the service among the target market through social networking sites like Face book, Twitter.

2. Survey:-

Survey was conducted randomly among Face book, Twitter .user community, by sending questionnaire through online to collect the individual opinion from the respondents.

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Chapter-5

Data Analysis & Interpretation

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Chapter-5 Data Analysis & Interpretation 33

Funkyjunky

Funkyjunky The stastics and data of Funkyjunky page was quite inspirational and with the help of

The stastics and data of Funkyjunky page was quite inspirational and with the help of this we have analysed the fans growth,number of daily visitors,page tabs visitor and the demographic variability of the audience not only in gender but also in age .All this stastic help us to identify the future steps needed to increase the engagment with our target audience .

age .All this stastic help us to identify the future steps needed to increase the engagment

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Thou the static of Facebook insight were quite fascinating and helpful in many ways to

Thou the static of Facebook insight were quite fascinating and helpful in many ways to evaluate our future plan and strategy .But the result which we have drawn from Facebook Ads Campaign were even more helpful. As a manufacturer of customized T-shirt of popular TV-Shows, famous character, Rock band etc. we have limited audience in India with a definite age group .So we have set our Campaign in such a way were we have targeted to only those person who have interest in such music and TV-shows (i.e. Ads were shown to the user residing in big city of India fulfilling all the criteria).

The summary of Facebook Advertisement from July, 6 2014-July, 20 2014 is as follow…

fulfilling all the criteria). The summary of Facebook Advertisement from July, 6 2014- July, 20 2014

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Below are the Summary of Facebook ads campaign and it’s clearly shows the cost, Reach, CTR, Max Bid and Avg Price .It also clearly depicts the campaign which is performing well (i.e. cost per click of campaign is minimum) and whose click Through Rate is maximum.

is minimum) and whose click Through Rate is maximum. Below is the summary of a particular

Below is the summary of a particular campaign were it shows the Ad, Pricing, Potential Audience for this ad and its performance.

the summary of a particular campaign were it shows the Ad, Pricing, Potential Audience for this

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Magento Dashboard

Magento Dashboard Magento offers flexible, scalable ecommerce solutions designed to help to grow and succeed online.

Magento offers flexible, scalable ecommerce solutions designed to help to grow and succeed online. The cost-effective technology platform makes it possible for a user to control the content, functionality, look and feel of the online store. The Magento Dashboard result helped us to analyses and calculate the value prospect (i.e. the number of sales made as a result of Facebook Ad Campaign).

us to analyses and calculate the value prospect (i.e. the number of sales made as a
us to analyses and calculate the value prospect (i.e. the number of sales made as a

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ACP India National Conférence

ACP India National Conférence 38
ACP India National Conférence 38
ACP India National Conférence 38

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Twitter Follower Report

Twitter Follower Report 39
Twitter Follower Report 39

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Chapter-6

Details of Work done

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Chapter-6 Details of Work done 40

Event Overview

As a premiere Social Media Solution Provider in Gurgaon, OASISM wanted to go big with its signature and client (MCI India) project ACP India National Conference 2014.The objective was to do the social media marketing of a Medical conference and at the same time engage with their target audience.

With no previous online presence or promotion associated with this conference, the objective was not only to promote and capture registration for the event, but also to establish it as a signature Medical conference in comparison to its American counterpart.

The focus of the whole digital campaign was to create lot of buzz around the social media (i.e. Facebook and Twitter), push user engagement and of course, get loads of leads.

Objectives & Targets

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Integrated Strategy to Campaign Objectives

An Integrated approach to push the event online .The mix includes social media, email marketing.
An Integrated approach to push
the event online .The mix includes
social media, email marketing.

Pre Event Promotion

The pre event promotion comprised of setting up online events, landing pages and announcing the event on social media in a big way. The next step was to maintain the buzz and promote the event for capturing attendees.

on social media in a big way. The next step was to maintain the buzz and

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Buzz Creation

We have tried to create a buzz and awareness by posting event related post regularly on Facebook and Twitter (i.e. Target audience especially doctors and medical student groups on Facebook).

regularly on Facebook and Twitter (i.e. Target audience especially doctors and medical student groups on Facebook).

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Funkyjunky

Funkyjunky FunkyJunky aims to be creative and cool just like the name suggests. The aim here

FunkyJunky aims to be creative and cool just like the name suggests. The aim here is to provide products which will be good enough to flaunt in front of our peers and friends. FunkyJunky takes a lot of inspiration from popular television shows, EDM bands, rock bands and everything which is “in”!

takes a lot of inspiration from popular television shows, EDM bands, rock bands and everything which

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Objectives & Targets

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Campus Executive Officer

(CEO) Program

Campus Executive Officer (CEO) Program CEO Program was an initiative taken to create a platform were

CEO Program was an initiative taken to create a platform were we can interact with today’s youth to know their needs (i.e. A market research to knows the liking of today’s youth for our future product design in terms of popular television shows, rock bands and everything which is “in”) The platform was not only beneficial for us but also for the students who have participated in it. They got an equal opportunity to learn from the program as well as from their Mentor.

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Objectives & Targets

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Chapter-7

Findings

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Chapter-7 Findings 48

Results and Discussion

It has been found that the new media and its technology is an emerging trend in communication which attracts almost all the people, if they have knowledge of computers. So this digital media has more snatchers towards its communication and internet is becoming part of necessary communication among the students and professionals, etc

Awareness of social networking sites:- it is observed that nearly 98% of the internet users are aware of social networking sites and only 2% of them are clueless. Although the concept of computer-based communities dates back to the early days of computer networks, only some years after the advent of the internet online social networks have met public and commercial in a successive manner.

Ads in different social networking sites:-It is found that 45% of the users find Face book as a well communicated social networking sites, which promotes more brands and advertisements, gives information about product and service which is useful for the young user community in an interactive way to learn more about the particular brands, 12% user suggests Twitter.

Exposure of different kinds of ads:-It is found that 32% of audience have come across web banner ads in these social networking sites like Face book, Twitter whereas 8% cut across pop up ads and flash ads in various websites and 31% of users found video ads in YouTube and in other sites. Google, Yahoo and News International have bought themselves a presence in the social networking arena with different communication strategy to have innovative appearance in content and display. The detail rationale for these acquisitions differs, but all have a common theme of essential access to the enormous audiences of these sites

Here's a quick summary of the primary findings:

• Marketers place very high value on social media: A significant 92% of marketers indicate that social media is important for their business, up from 86% in 2013.

• Tactics and engagement are top areas marketers want to master: At least 89% of marketers want

to know the most effective social tactics and the best Ways to engage their audience with social media.

• Blogging holds the top spot for future plans: A significant 68% of marketers plan on increasing their use of blogging, making it the top area marketers will Invest in for 2014.

• Marketers want to learn most about Google+: While 54% of marketers are using Google+, 65% want to learn more about it and 61% plan on increasing Google+ activities in 2014.

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• Podcasting on growth trajectory: Only 6% of marketers are involved with podcasting, yet 21% plan on increasing their podcasting activities in 2014a more than three-fold increaseand 28% of marketers want to learn more about it.

Chapter-8

— a more than three-fold increase — and 28% of marketers want to learn more about

Recommendations

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Communication should be more preferred than advertising: people do not prefer buying products through social networking sites. So, if the brand is communicated well and remembered by the audience, then it is a great success to the company for their promotion through social media.

Promotional way of advertising is best: The usual banner ads and pop-up ads make the users to ignore them. So advertising must be interactive, promotional and in innovative form to hold the audience. It should target the individuals than the mass. If an ad is hosted for a group then there would be an advantage in delivering specified information. Adding more multimedia elements to have more interactive factors in fan pages and group would benefit the brand user.

Platforms for Plan Strategy

Email can be an important part of the marketing strategy. It helps the company in the process of retaining as well as gaining new customer. Although not considered part of a social media platform email was highly valued by the survey group. Email will provide the primary source of communication between brand and prospective Consumers and it can also be a method of growing users within other social media platforms.

Facebook is a social networking site designed to build relationships. Facebook is a platform designed to post information both written and image based to promote the individual or business. Facebook is highly visual and should be used as such.

YouTube is a broadcasting channel where users can subscribe. Video content can be one of the most effective ways for brand to distribute information and provide a virtual experience for prospective consumers.

Blogging is an online journal of information. Current brand ambassador, employees, users and staff can use this platform to give a day to day account of the product experience and share thoughts and ideas for prospective customer.

Twitter is micro blogging platform to disperse micro bits of information. This a great platform for providing valuable information and linking users back to the website. It is also retweeting other people posts that are relevant to specific goals. (Twitter is an optional platform due to lack of interest from users and Indian Doctors surveys.)

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Chapter-9

Conclusion

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Chapter-9 Conclusion 52

Communication about the product or service provides a major contribution to brand competition in the market. It not only provides information about product or service but also promotes creative innovation. Besides advertising, it also facilitates consumer satisfaction. The hidden fact is that no brand can progress without effective communication strategy to attract their customers or users. Big and small variety of brands nowadays laid their base on social network communication to get recognized in the target market. Social networking sites users of Face book and Twitter have become a personal, product and corporate branding hub in India nowadays in digital era. Every brand that exists on social networking sites has the same core features and benefits, such as the ability to create a page, share resources, add multimedia and much more. Social networking sites are filled with potential users who are mainly young adults. They spend more time in these networking sites due to heavy commercial contents, entertainment and social gathering. So, product or service communicators throng their ads in these areas with more and more interactive and with fascinating factors so that their brand identity is developed among the right choice of focused audience. Advertiser’s and brands uses social networking sites as the major resource for their promotion and developing brand identity among the focused market.

This project has helped me to gain a deep insight and understanding of digital marketing especially the social media and its changing trends. The market is changing rapidly with technological advancement and a deep analysis, study is needed to get the utmost benefit of this.

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Annexure

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Annexure 54
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Bibliography

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Bibliography 57

Books

eMarketing :-The essential guide to digital marketing

We Can Do It !!:-B2B Marketing Innovation eBook

Journals

Digital Marketing Insights Researched & Created by IQPC

Baym, N. K., Zhang, Y. B., & Lin, M.-C. (2004). Social interactions across media:

Interpersonal communication on the internet, telephone and face-to-face. New Media & Society, 6, 299-318. Report_working_group_5yearplan-2012-17

Websites

www.mashable.com

www.socialmediaexaminer.com

www.socialmediaweek.org

www.personalweb.about.com

Newspaper

The Economic Times Times of India

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