project report on social media marketing

SOCIAL MEDIA MARKETING IN INDIA…

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PROJECT REPORT ON: “SOCIAL MEDIA MARKETING IN INDIA” MASTER OF COMMERC E (PART 1) SEMISTER II (2015-2016) SUBMITTED TO: UNIVERSIT OF MUMBAI FOR T!E POST DEGREE IN M"COM

SUBMITTED B MR"PRIES ! C" ELAV ELAVE ROLL NO"#$ M"COM (PART (PART 1) UNDER T!E GUIDANCE OF: PROF" PRAKAS! MULC!ANDANI

SMT" C!ANDIBAI !IMAT!MAL MANSUK!ANI COLLEGE UL!ASNAGAR-%2100#

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PROJECT REPORT ON: “SOCIAL MEDIA MARKETING IN INDIA” MASTER OF COMMERC E (PART 1) SEMISTER II (2015-2016) SUBMITTED TO: UNIVERSIT OF MUMBAI FOR T!E POST DEGREE IN M"COM

SUBMITTED B MR"PRIES ! C" ELAV ELAVE ROLL NO"#$ M"COM (PART (PART 1) UNDER T!E GUIDANCE OF: PROF" PRAKAS! MULC!ANDANI

SMT" C!ANDIBAI !IMAT!MAL MANSUK!ANI COLLEGE UL!ASNAGAR-%2100#

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Department of Commerce Certifcate This This is to certify certify that, that, MR. PRIYESH YELAVE of M.Com.-I, Sem.-II (Roll No. - 38), has

successfully completed completed the project project titled “SOCIAL

guidance for the A&'*+& MEDIA MARKETING IN INDIA” INDIA” under my guidance Year 2015-16 . The information submitted is true and original as per my knowledge.

Prof. Prakash N. Mulchandani (Project Guide)

Prof Prof.. Gopi Gopi Sh Sham amna nani ni (Coordinator, M. Com Course)

Dr. Dr. Manju Pathak Lalwani ( I/C Principal)

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External Examiner

DECLARATION

Student of Smt. Chandibai Himathmal Mansukhani College, Centre for Business Management course of M"COM (S*+./ I) hereby declare that I have completed the project in academic year of !"#$!"% on I, MR" PRIES! ELAVE ELAVE

“SOCIAL MEDIA MARKETING IN INDIA”

&he information provided is true and original to the best of my kno'ledge.

()I*+SH ()I*+S H *+-+ *+-+ (M"COM ROLL NO"#$)

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ACKNOLEDGEMENT

Many have contributed to the successful completion of this project, I 'ould like to place on record my grateful thanks to each of them, and report 'ould be incomplete 'ithout giving due credit to them. I feel e/tremely e/hilarated to have completed this project under the able and inspiring guidance of PROF" PRAKAS! MULC!ANDANI" His guidance and timely encouragement has infused courage in me to complete the 'ork successfully. In the end I sincerely thank all the respondent, friends and all others 'ho helped me in completion of this project.

( SIGNATURE)

INDE 5


Contents 1"

INDUSTR OVERVIE ......................................................................8

2"

SOT ANALSIS: SOCIAL MEDIA ....................................................22

#" A STUD ON EFFECTIVE COMMUNICATION STRATEG IN DEVELOPING BRAND COMMUNICATION ..............................................25 %"

LITERATURE REVIE .....................................................................28

5"

RESEARC! MET!ODOLOG...........................................................30

6"

RESULTS AND DISCUSSION..............................................................32

"

RESULTS OF T!E ANALSIS ............................................................37

$"

NEED FOR T!E STUD ....................................................................38

9. LIMITATIONS OF STUD ..............................................................39 10"

SCOPE OF T!E STUD ..................................................................40

11"

CONCLUSION ...............................................................................41

12"

SUGGESTIONS ..............................................................................42

1#"

3UESTIONNAIRE ..........................................................................43

1%"

BIBLOGRAP! .............................................................................54

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EECUTIVE SUMMAR

Social media marketing refers to the process of gaining 'ebsite traffic or attention through social media sites. Indian marketers are moving at a fast speed to tap the 0ne' normal1 opportunity. Social media has gone mainstream. -nd for businesses it represents an unprecedented marketing opportunity that transcends traditional middlemen and connects companies directly 'ith customers. Customer ac2uisitions remain to be the prime goal of Indian marketers 3#456. -ccording to leading marketers of India, the top three online investment channels for !"" are Social media, +mail marketing and Search marketing. #5 of the top marketers said that it is e/tremely important to integrate email marketing and social media. &his is 'hy nearly every business on the planet is e/ploring social media marketing initiatives &he focus of marketers is shifting from 0sending the message out1 to 0start engaging 'ith customers1. In this conte/t, the role of a marketer is changing from 0batch and blast1 processing to creating 0listening posts1 and 0dialogue hubs1 in customer communities. shift from isolated pure play traditional platforms to an integrated multi$channel approach is helping the marketers address the challenge of ne' consumers1 e/pectations across many devices and channels. Indian marketers are leveraging the po'er of various communication channels and technologies$ be it +mail, SMS or Social Media in their portfolio. Here 'e 'ill see the main trend of Social media marketing in India, &he scope of it, &he future and 'ill undergo a research to follo' the Customer perception -bout Social media for Brand management.

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1" INDUSTR OVERVIE S4&+' *+' *'/.+78:

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it 'ith their social net'orks. - corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third$party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by 'ord$of$mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone 'ith internet access. Increased communication for organi7ations fosters brand a'areness and often, improved customer service. -dditionally, social media serves as a relatively ine/pensive platform for organi7ations to implement marketing campaigns.

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Besides research tools, various companies provide speciali7ed platforms and tools for social media marketing8 • • • • • • • •

Social media measurement Social net'ork aggregation Social bookmarking Social analytics -utomation Social media Blog marketing alidation

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Social net'ork marketing is popularly called as Internet marketing. &oday you can find many 'ays for internet marketing. Many people 'ho enter this online marketing are less 'orried because of its guaranteed success. If you see in Internet totally all types of products has been marketed online 'ithout much effort. Internet attracts many business people to promote their business online. Social net'ork marketing is gro'n to such a height that today many people can9t earn 'ithout it. Some of the most recogni7ed net'ork marketing tools are :ace book, My Space and inkedIn. &'itter became regular place for people 'ho have ne'ly entered the field of social net'ork marketing. ". B488+788 ;hen you start Blogging or posting your data about any product, you can see less response from clients. ater it 'ill become big business via blog. ;ebsites and blogs are most po'erful tools for social net'ork marketing 'hen matched 'ith other net'orking tools. Blog is an ama7ing tool 'hich provides many other facilities in addition to just marketing your business. It also helps you to communicate 'ith other clients in case if you have any problems. . P/47' ;<+. 4/ <488 It is important to have private 'ebsite if you are a freelancer. *our 'ebsite 'ill help your clients to kno' about you and it 'ill make them clear that you are a serious freelance marketer and help to make huge revenue via online marketing. <. A/.+& +788 It is also best and cheap internet marketing method. It is a mode of advertising our trade just by 'riting articles and attracting endless number of users across 'orld. ;e usually sell our articles to different article database 'ebsites and article directories. &oday it provided free business to many advertisers and publishers and they are really benefited through their articles. =. E*'+ 7+78 8 +lectronic mail sending is the best 'ay to marketing. Collect list of email addresses through portfolio 'ebsites and email about your business to all internet users. *our +mail should be attractive in such a 'ay that your recipient 'ill be impressed to get back to you. #. U 4&+' 7.;4/+78 ;<+. 8 Social net'orking 'ebsites like &'itter, face book can be used to promote your sales. &hese provide best platform for all 'ho are thinking of online marketing. %. V+4 =/4*4.+47 8 >se several video distribution 'ebsites for your marketing. &hese 'ebsites uploads your service to the 'hole 'orld. -ll that you need to do is film a video about marketing and send it to video uploading sites like *ou &ube. It seems it is the easiest 'ay of marketing than any other modes since many people 'ill be interested in vie' videos rather than 'ord form of advertisement. 9


?. P/ R' 4/ *+' /' 8 It attracts several public clients and increases relationship among them. @. S'/& E78+7 O=.+*+>'.+47 8 It improves the traffic to your 'ebsite by providing 2uality 'eb content. It uses )SS feeds and many S+A techni2ues.

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Social net'orking 'ebsites allo' individuals to interact 'ith one another and build relationships. ;hen products or companies join those sites, people can interact 'ith the product or company. &hat interaction feels personal to users because of their previous e/periences 'ith social net'orking site interaction Social net'orking sites and blogs allo' individual follo'ers to ret'eet or repost comments made by the product being promoted. By repeating the message, all of the user1s connections are able to see the message, therefore reaching more people. Social net'orking sites act as 'ord of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the productDcompany. &hrough social net'orking sites, productsDcompanies can have conversations and interactions 'ith individual follo'ers. &his personal interaction can instill a feeling of loyalty into follo'ers and potential customers. -lso, by choosing 'hom to follo' on these sites, products can reach a very narro' target audience.

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In the conte/t of the social 'eb, engagement means that customers and stakeholders are participants rather than vie'ers. Social media in business allo's anyone and everyone to e/press and share an opinion or idea some'here along the business1s path to market. +ach participating customer becomes part of the marketing department, as other customers read their comments or revie's. &he engagement process is then fundamental to successful social media marketing.

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&he !!@ presidential campaign had a huge presence on social net'orking sites. Barack Abama, a Eemocratic candidate for >S (resident, used &'itter and :acebook to differentiate his campaign. His social net'orking site profile pages 'ere constantly being updated and interacting 'ith follo'ers. K47@ 2012

- short film released on March #, !", by humanitarian group Invisible Children, Inc. &his 4 minute video aimed at making Foseph Gony, an International Criminal Court fugitive, famous 'orld'ide in order to have support for his arrest by Eecember !" the time 'hen the campaign ends. &he video 'ent viral 'ithin the first si/ days after its launch, reaching "!! million vie's on both *ou&ube and imeo. I*=+&'.+47 47 ./'+.+47' '/.++78: M+7+*+>+78 

&raditional advertising techni2ues include print and television advertising. &he Internet had already overtaken television as the largest advertising market. ;ebsites often include banner or pop$up ads. Social net'orking sites don1t al'ays have ads. In e/change, products have entire pages and are able to interact 'ith users. &elevision commercials often end 'ith a spokesperson asking vie'ers to check out the product 'ebsite for more information. (rint ads are also starting to include barcodes on them. &hese barcodes can be scanned by cell phones and computers, sending vie'ers to the product 'ebsite. -dvertising is beginning to move vie'ers from the traditional outlets to the electronic ones. L'

Internet and social net'orking leaks are one of the issues facing traditional advertising. ideo and print ads are often leaked to the 'orld via the Internet earlier than they are scheduled to premiere. Social net'orking sites allo' those leaks to go viral, and be seen by many users more 2uickly. &ime difference is also a problem facing traditional advertisers. ;hen social events occur and are broadcast on television, there is often a time delay bet'een airings on the east coast and 'est coast of the >nited States. Social net'orking sites have become a hub of comment and interaction concerning the event. &his allo's individuals 'atching the event on the 'est coast 3time$delayed6 to kno' the outcome before it airs.

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Social media marketing provides organi7ations 'ith a 'ay to connect 'ith their customers. Ho'ever, organi7ations must protect their information as 'ell as closely 'atch comments and concerns on the social media they use. - flash poll done on "# I& e/ecutives from << countries revealed that social media mishaps caused organi7ations a combined =.< million in damages in !"!.&he top three social media incidents an organi7ation faced during the previous year included employees sharing too much information in public forums, loss or e/posure of confidential information, and increased e/posure to litigation -n e/ample of a social media mishap includes designer Genneth Cole9s &'itter mishap in !"". ;hen Genneth Cole t'eeted, JMillions are in uproar in KCairo. )umor is they heard our ne' spring collection is no' available online at LGenneth Cole9s 'ebsiteJ.&his reference to the !"" +gyptian )evolution dre' objection from the public.

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%5 of adults 'orld'ide no' use social media Social net'orking is most popular online activity, 'ith 5 of time online spent on channels like :acebook, &'itter and (interest %#5 of the 'orld1s top companies have an active &'itter profile 4!5 of marketers use social media channels for business, 'ith 4<5 of these rating social tools as important =<5 of marketers have noticed an improvement in sales due to social campaigns ?5 of marketers 'ho have 'orked in social media for three or more years said that they sa' a boost in turnover due to social channels 3the longer you1re 'orking in it the better you get6 4"5 of e/perienced social marketers see improved 'ebsite traffic due to social media campaigns and ?45 are generating more 2uality leads. &he average time spent by marketers on social media is "$#hrs per 'eek for those just getting started and %N hours per 'eek for those 'ith

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India1s Internet economy is e/pected to reach )s. "!.@ trillion by !"%, as the country1s gro'th rate in this segment is far ahead of many of the developing nations, reported by BCQ. -ccording to BCQ, the India Internet economy contributed to <. trillion rupees to the overall economy in !"!, =."5 of the country1s QE(, R could triple in = years1 time. More than <4 million Internet users 'ho form @%5 of the total Internet audience, visited social net'orking sites in Fuly !"". &he total Indian social net'orking audience gre' =< percent in the past year, more than tripling the rate of gro'th of the total Internet audience in India. India no' ranks as the seventh largest market 'orld'ide for social net'orking India is adding Internet users at the rate of almost #$? million a month, and at the current pace it 'ill surpass the >S, 'hich has about =# million users, in less than t'o years. -ctive user base per month in India is close to nited States. &here are more Internet users in to'ns 'ith a population of less than # lakh than in the top eight metros put together. -bout  billion people 'orld'ide access the Internet and #5 of them are from China. India contributes about %5 to the 'orld9s et population and the >S ".#5. &he survey found that more than ?#5 of Internet usage is among school$ and college$going students and those 'ho have recently graduated. Mumbai has the highest number of Internet users 3%. million6 follo'ed by EelhiDC) 3# million6, Golkata 3.= million6 and Chennai 3. million6. &he percentage of companies using social media in top # markets is8 China8 @5 >S-8 ?"5 India8 ?!5 Bra7il8 %@5 Canada8 #"5     

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+$Marketer estimates advertisers 'ill spend <.%< billion in the >S and over = billion more in the rest of the 'orld on social net'orking sites this year. -nd that1s just paid ad spending. ;hen the -ssociation of ational -dvertisers 3--6 surveyed >S marketers this year, 4!5 said they 'ere using social net'orks for their effortsT about even 'ith last year, at @45. ;hile this percentage has risen dramatically since !!?, 'hen just !5 of marketers used social media, gro'th has plateauedTand shifted to other ne' digital media platforms instead.

C4*='7@ O/+; :-pna Circle Info&ech (vt td is a ideo Qroup Co. and is India9s first and leading Business and Career net'orking site. (rofessionals can use the net'ork to enhance their career prospects, discover business opportunities, build relationships 'ith ne' contacts and create their effective online identities. &he idea 'as incepted by serial entrepreneur Mr. *ogesh Bansal in the year !!% 'hen social net'orking 'as naUve. &he aim 'as to connect the youth of India and make the connectivity and net'orking 'orth'hile for them. &he need and importance of a professional net'ork for the youth 'as reali7ed 'ith the launch of -pnaCircle 'hich 'as later joined by Mr. Sabeer Bhatia as one of the Board of Eirectors in !!?. It 'as in the year !!4 that -pnaCircle merged 'ith iadeo$&ianji, the leading professional net'orking sites of +urope and China, to form the leading Qlobal entity 'hich is in align 'ith the 9Qlo$cal9 strategy of theirs. -lso, -pnaCircle O iadeo $ &ianji ac2uired >nyk, a Canadian social net'orking site to gro' the Indian market organically. &he idea 'as to give users a local net'ork 'ith a global reach. Continued organic gro'th coupled 'ith an emerging markets ac2uisition strategy has taken the iadeo Qroup to a global number t'o position. iadeo depends on < revenue streams8 premium membership, advertising, and services to recruiters, assuming that most professionals do business locally. ;ith =.# million members, China is the most represented country.Since :ebruary !"!, &ianji is available in +nglish allo'ing non$Chinese professionals to communicate and net'ork in China.Ane report in !!4 gave iadeo ".@ million members in :rance, 'here it had a strong competitive effect on the alumni net'orks of the Qrandes Vcoles, :rance9s top tier schools. &he same study found a certain amount of linguistic barriers bet'een the net'orks 'ith iadeo being Jtoo :ranco$:renchJ 'hile inkedin 'as too anglo$ 14


sa/on.iadeo is mainly focusing on +urope and emerging countries such as B)IC countries.

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-ctive professional net'orking

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IndividualDCorporate Branding

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Micro blogging

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Individual R Brand8 (romotion and -dvertisement

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(articipation in X and - sessions

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Eiscussions in Communities

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(articipation in Industry +vents

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Head huntingDHiring

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Career opportunities

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Business and Career net'orking

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'7 20128 e' office opens in Casablanca D& 20118 Foint venture signed 'ith Sanoma

Independent Media. e' office

opens in Mosco'. N4 20118 -c2uisition of Social, contact management app O&. 20118 =! million members 15


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7 20118 iadeo Qroup launches iadeo Qraph -(I M'@ 20118 e' office opens in Eakar D& 20108 <# million members  20108 e' office opens in San :rancisco M'@ 20108 *G, smart address book  2008 @.# million members A=/ 2008 &hird funding round raises Y# million '7 2008 -pnaCircle, India1s leading local professional

social net'ork, joins the

iadeo Qroup N4 200$: e' office opens in Me/ico City  200$8 -c2uisition of IC&net, a business$oriented community site D& 2008 &ianji, the leading professional social net'ork in China, joins the iadeo Qroup A8 2008 Second funding round raises Y# million F< 2008 iaduc changes name to iadeo and opens offices in ondon, Madrid and Milan '7 2008 " million members M'@ 2006: (latform becomes available in si/ languages 7 20068 :irst funding round raises Y# million 7 200%8 Ean Serfaty and &hierry unati launch iaduc

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ABOUT T!E FOUNDER  CEO:

Mr. *ogesh Bansal is the :ounder and C+A of -pnaCircle.com.He Completed his MBfrom >niversity of orth Carolina in "44?.-part from being a Serial +ntrepreneur 'ho founded several startups in >S- and India he is a Qreat motivator to young minds. (rior to entering the role of an entrepreneur, he 'orked 'ith McGesson Inc, a company developed I& applications for hospital automation in >S. He Shifted to India in the year !!% and founded -pnaCircle.com$ India1s "st Business R Career et'orking site.Mr *ogesh Bansal is Ane of the Eirectors in the -pnaCircle iadeo &ianji group, He Handles all operations of the company in India. Mr *ogesh Bansal has been lauded by many industry leaders and multiple publications for his visionary strategy, his ability to drive an entrepreneurial culture, and his 'arm$hearted and straight$talking approach.

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&he Company believes in an open system 'here one has ample opportunities to gro' along 'ith organi7ation. ;e believe in 'orking as a group rather than an individual to'ards the attainment of the goals.

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<% million subscribed users 'orld'ide and < million subscribed users in India

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Mergers8 -ssociation 'ith the biggest names from +urope and China

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- continuous effort to'ards success

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STRATEGIES DEVELOPED AND EECUTED DURING T!E PROECT T&7+&':

". Company (-Q+S for all the companies joining -pnaCircle.com so that they can let the jobseekers and ne' incoming net'ork people to kno' about their company and its details 'ithout going on any other 'ebsites. :ace book also has this pages option and its very successful to commerciali7e and create a'areness about the company, let it be a small or big company.

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. &o increase the :A& SIZ+ 3(ersonal >(E-&+6, of all the major part of the 'ebsite and introduce more CAA>)S 3Search bar6 on it, so that it can make the site look more attractive. <. &o give statistics of ho' many people have checked the profiles and visited their content . =.

>p gradation of :ree SMS service.

#. In the reference format, &here is an option of ame 'hich 'ill be better if there is a drop do'n bo/ from 'hich people can choose the name in case they are not able to remember the e/act name and they just kno' the "st letter of the name, it just makes the 'hole search lot more easier and gives more options for recommendation 'hile going through the drop do'n bo/. P/4*4.+47':

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3Qreater oida,:aridabad,Qurgaon,Eelhi6.isited more than #! institutes during Internship. @. Convincing the faculties to open up account in -pnaCircle, so that students can connect them there. 4. (articipating in annual fest . "!. B/'7 A*<''4/ 8 Competition 'ith re'ards 3business party,certificate6and measure3key'ord tracking6. "". 4< E7. 8 Sponsored and hosted by -pnaCircle.com 'here all the interested people can look for job opportunities. http8DDhire.timesjobs.comDemployerDjobfairs.html ". Euring college fest, sponsoring, hosting small 'orkshops on online social media, or professional net'ork by our o'n marketing team, 'ith minimal cost. "<. )echarge it no'.com, creating application through it. "=. Anline forums 3;ikipedia6and discussions 'hich should have content of -pnaCircle.com P/4*4.+47

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2,$#5,#2

1,000

1,256,%0

%"2 

0"1  25,%%0

B'78'

15$,50,5#5

100,000

5,501,60

#"5 

0"5  2,520,6$0

B.'7

0$,%2

500

$,2$

1#" 

0"0  65,660

C+7' H

1,##6,1$,015 22,500,000

51#,100,000

#$"% 

50"5 

%%,%60

I7+'

1,1$,12,06 5,000,000

121,000,000

10"2 

11" 

%5,0%$,100

I747+'

2%5,61#,0%#

2,000,000

55,000,000

22"% 

5"%  %#,52#,%0

'='7

126,%5,66%

%,0$0,000

101,22$,#6

$0"0 

10"0

,6$%,120 20


 K4/', S4.

%$,5%,65

1,0%0,000

%0,#2,660

$2" 

%"0  6,#6,160

M''@+'

2$,2$,60

#,00,000

1,2#,000

61" 

1"  12,#65,$0

N='

2,#1,$$#

50,000

2,0#1,2%5

6" 

0"2  1,#6,$00

P'+.'7

1$,#%2,21

1##,00

2,12$,0

15"5 

2"  6,%12,60

S/+ L'7'

21,2$#,1#

121,500

2,50#,1%

11"$ 

0"2  1,2#5,0$0

TOTAL ASIA

#,$,%0,$ 11%,#0%,000 1,016,,06 26"2 

100"0 15,0#%,#$0 

NOTES: (1) T A+'7 I7./7. S.'.+.+& ;/ ='. 94/ D&*</ #1, 2011, . F'&<44 <&/+</ '.' ;' ='. 94/ M'/& #1, 2012" (2) CLICK 47 '& &47./@ 7'* .4  .'+ '.' 94/ +7++' &47./+ '7 /8+47" (#) T *48/'=+& (=4='.+47) 7*</ '/ <' 47 '.' &47.'+7 +7 C7 B/'" (%) T '8 7*</ &4* 9/4* '/+4 4/&, *'+7@ 9/4* '.' =<+ <@ N+7 O7+7 , ITU , '7 4./

21


2" SOT ANALSIS: SOCIAL MEDIA S./78.:

arge market reach or penetration and it1s ery useful if you are setting up a digital engagement strategy 3to ne' people, young people6.Social media builds a conversation and converse 'ith others and build close net'orking bonds 'hich share 2uick information e/change.It ets you follo' and connect 'ith peopleDgroups that interest you O but are not necessarily your friends 3as 'ith :acebook6. -uthors, celebrities, co$ 'orkers, colleges, organi7ations etc.&he campaigns are generally Cost$effective in the sense most of the platforms are free. &hey just demand time,there is a Human factor8 *our brand becomes more H>M-.Media e/posure can be another strength of this.;hile &'itter is in a strong market position in micro$messaging. :acebook is the only real competitor here O and they attract users for different reasons.It helps to Build strong, long term relationships through online social net'orking, at a faster pace than just relying on traditional face$to$face net'orking and Qets tons of publicity.&he industry Has developers creating hundreds of applications around its -(I. It is totally )SS$enabled. '7:

&ough to train or convince management teamDgroup members on social media principles as - lot of ;hy Bother from most mainstream 3i.e. :acebook users6 people are there.&he industry has lo' retention rate. Anly =!5.acks tools or resources to track and monitor social media campaign results.&here is concern about information leakage, liability, security, and management also. +ven if it is more measurable than other channels, it is difficult 3especially for small business operations6 to balance the effort put on social media against the results obtained E994/.  /.:

C47+.7&@: +ngaging

'ith your audience at a direct level means more efforts in terms of keeping a consistent messageD corporate image Making up for mistakes8 &he time$frame to correct errors that affect your audience is less. Because you are heavily e/posed, your company has to take action more promptly than if you 'eren1t 3especially if people are having conversations about your brand, you 'ill have to engage and clarify6 Blocked at many 'ork sites8 management sees it drops productivity hurts bottom line O==4/.7+.+:

22


•

• • •

•

•

•

•

•

•

•

CreatingDjoining online presence on sites 'here the company currently doesn1t e/ist, Qreat opportunity for individuals and organi7ations to connect and e/change information. It opens a e' target or niche markets that are untapped8 students, the public. (artnerships 'ith other groups, organi7ations, schools, government, etc (enetration into a ne' geographical market 2uickly )ecruitment of interested ne' members, students, public support and allo's you to build short and long term relationships 'ith prospects. It humani7es the 0brand1 and makes the recruitment process more personal. Can gain deep insights into real$time trends, ne's, and all of us be the pulse of the internet as said by :ounder Bi7 Stone Integration into real$time games, media, and apps. ;e1ve barely scratched the surface so far on 'hat1s possible. &'itter as real time infrastructure. It may become the dominant 'ay for businesses to communicate 'ith their customers as 2uick delivery, branding opportunities, and enhanced marketing opportunities are there. Being present 'here stuff happens8 (eople research for infoDproductsDservices online and value more the opinion of other individuals than 'hatever a company may say about their o'n 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 countless. Eeveloping a follo'ingD audience those auto$nurtures itself8 *our efforts in Social media, together 'ith the effort of your follo'ing may mean that your audience becomes your best sales people &alent coming your 'ay effortless8 Because of the possibilities of e/posure that Social Media allo's for, interacting here may mean that future talent 3in the shape of employees, partners or, you$name$it6 'ill come your 'ay through the po'er of connecting online[ )each out to certain groups that traditional media didn1t allo' you to8 Because Social media is for everyone, sooner or later you1ll come across people you never thought of as your client. &his opens the doors to building ne' relationships but also to valuable feedback that can help you develop your products or services more intelligently

23


T/'.:

Competitor is going after the same space or same audience 'ith similar campaign and the 2uestion also arises 'hether the current campaign sustainable, can it continue\ &here can be threat of -ttitudes on privacy8 'hile lately it seems everyone is 'illing to share the most intimate as 'ell as mundane details of their life O there could easily be a backlash against this trend. ;e1ve all heard of a fe' embarrassing stories about over$sharing online, and a fe' high$profile e/amples might make people rethink their habits. Micro$ messaging may just be a fad. &here1s nothing inherently a'esome about "=! characters. It got too much publicity in a short time. May get burned out and getting dangerously spammyDporn spammy.&he market doesn1t have solid revenue model 3future advertisements\6 Ather social net'orking sites 3MySpace, &agged, :riend feed, identi.ca, others6 may gro' and steal market share and -c2uisition by a bigger player 3Qoogle6 may disappoint early adopters and loyal users.

24


#" A STUD ON EFFECTIVE COMMUNICATION STRATEG IN DEVELOPING BRAND COMMUNICATION

Internet is the emerging information technology 'ith the credibility of immediacy and fastness, thus, it brings globali7ation in every aspects of communication. Communication through internet is more specified, 'ith effective interactive strategy among its users. In recent days, internet advertising has taken ne' forms 'hich have more advantages over the traditional mediums like print media, television and radio. Marketing communication is becoming precise, personal, interesting, interactive and social. Eifferent strategies of communication are follo'ed in various social net'orking sites like :ace book, &'itter and Arkut. &hey not only create impact over the audience but also make them interact 'ith the marketing statistics created. (eople get attached to brand communication in social net'orking sites than usual banner and pop up ads. &hese net'orking sites bring more interactive communication 'ith advertising. Social net'orking sites 'ill become the primary arena for highly targeted marketing and advertising. &herefore, it is necessary to study the effectiveness of brand communication strategy follo'ed in social net'orking sites 'hich are mainly accessed by Indian users. &his research attempts to find the effectiveness of brand communication strategy in promoting and advertising their brand in social net'orking sites. &he effectiveness is determined 'ith the help of survey from people 'ho use these sites, and the content of three social net'orking sites is analy7ed. INTRODUCTION

In its current form, internet is primarily a source of communication, information and entertainment, but increasingly, it also acts as a vehicle for commercial transactions. Since the e/plosion of the 'eb as a business medium, one of its primary uses has been for marketing. Soon, the 'eb could become a critical distribution channel for the majority of successful enterprises. Ane among them is marketing and spreading brand communication through Social net'orking sites 3&hompson, !!6. Social net'orking 'ebsites are online communities of people 'ho share interests and activities or 'ho are interested in e/ploring the interests and activities of others. &hey typically provide a variety of 'ays for users to interact, through chat, messaging, email, video, voice chat, file$sharing, blogging and discussion groups. -s ;orld ;ide ;eb gre' in popularity, social net'orking moved to 'eb$based applications. In !!, social net'orking era really started. In !!%, anyone 'ith an email address could sign up in social net'orking sites 3Zarrella, !"!6. 25


o' advertisers target more over to these media due to high rush in varsity of audiences. So they hire this as the ideal platform to communicate their brand and create an effective brand identity through highly effective and interactive communication strategy. Most of the advertisers present their ads in interactive form so that people tend more to check them and gain a little kno'ledge about the product. &here are various forms of brand communication available in social net'orking sites. &he effective 'ay of brand communication present in these net'orking sites 'ould be the main aim of the study.

S4&+' *+':

Social media advertising is a paid form of brand, service or business promotion and re2uires a proper and planned communicative message and budget. -dvertising is customer centric in nature. Customers play an important role in any major or minor communication because they are the one 'ho are going to decide the fate of the advertising communication. Some benefits of social net'ork advertising include8 ". (opulari7ing your brand, idea or service to the target group. . Informing target audience about your brand or service1s presence in the market. <. +ncouraging healthy competition in the market. =. (roviding social benefits for the brand. #. Making the audience to interact and keep them intact 'ith the brand. -dvertising in internet provides a major contribution to brand competition in the market. -dvertising 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 'alks of life, major and minor events, concepts, etc., no'adays lay their base on social net'ork advertising to get recogni7ed in the market 3Zarrella, !"!6. ;ith over !! million active users, :ace book, &'itter and Arkut have become a personal, product and corporate branding hub in India. +very brand that e/ists on social net'orking sites has the same core features and benefits, such as the ability to create a page, share resources, add multimedia and much more 3+ric, !!@6. &he effective brand communication strategies are analy7ed to find the impact among the users.

26


S4&+' 7.;4/+78 +.:

- social net'orking site creates net'ork communication among the user community. &hough social net'orking site serves for communication purposes among special interest groups, the marketing strategy has also entered this medium for its reach. (eople get e/posed to various kinds of brand communication through this media. &hey tend to interact 'ith the brand and also get a'areness about the brand and its service in an interesting 'ay 3icole, !!?6. Hence, there is a need to study the effective 'ay of communication in branding the product in social net'orking sites and analy7e its reach among the people and their perceptions in this research. In recent trend of marketing in social net'orking sites, various brand communications are 'idely used to attract targeted leads. So, this study 'ould help to kno' the effectiveness of communication and strategy done through social net'orking sites 'hich make the target audience to participate in this kind of advertising. &his is mainly studied on net'orking sites 'hich are popular among Indian users 'ere :ace book, &'itter and Arkut. &his study 'ould help the advertisers to understand the effective communication strategy to communicate their brand among the users.

O<&.+ 49 . .@:

". &o analy7e the effective communication strategy through social net'orking sites. . &o study the effectiveness of brand communication through social net'orking sites from its users and communicators. <. &o find the impact of interaction through these communication among Indian users 3'ith reference to :ace book, &'itter and Arkut6.

27


%" LITERATURE REVIE

Scott 3!!46 states the reasons for brand promoters preferring online 'eb for marketing is that the tools, techni2ues and content are constantly evolving. &he buyers re'ard creativity by responding to the online efforts like8 If you are open to trying out ne' things, you can be first in your industry to use something ne' to communicate to your buyers. Marketing in some social net'orking 'ebsites are still the most popular in their niche. Shih 3!!46 says that there are hundreds of millions of active users across sites like :ace book, Hi#, Arkut and MySpace. .% billion min are spent on :ace book each day. &hese 'ebsites 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. ;eber 3!!46 says promoting a community is just like as promoting a ne' brand product or service to the consumers. Social media is used to communicate people in the promotional aspect and inclined to involve the people. &raditional advertising and direct marketing in social media is to send people to the digital community to be informed, entertained and heard. >sers find appealing, a value high enough to encourage them to participate. Borges 3!!46 finds that today9s buyers 'ant to be engaged differently than in years past and many traditional marketing tactics simply do not 'ork anymore. Social media marketing is a revolutionary 'ay to build solid relationships 'ith buyers. o' cost, brand building, staffing advantages, loyalty and level playing field are key benefits of social net'orking sites as a successful marketing media. Zarrella 3!"!6 says the roots of online social net'orking can be traced to the "4@!s bulletin board systems 3BBS6. &hese systems allo'ed the users to create personal profiles, helps to share information by sending private messages, public messages and post events at lo' speed connectivity. -fter emanation of social net'orking technology in the internet 'orld, it gre' higher and popular among the internet user. acy and Hernande7 3!!46 says &'itter gives the ability to share nearly "=!$ characters thoughts in a split second, 'here user can easily share links to press releases and stories about their business, service or product. Making t'eets interesting and diverse, there is a more possibility of increasing the follo'ers, by consider 'ith ne's sharing and stories about the industry that they serve. &he rules of marketing had to change and the 'eb has proved a catalyst in bringing the changes for'ard and amplifying their scale. &he sudden emergence of the ;eb .! 28


marketing techni2ues demand additional approaches, 'hile most marketers are still 'restling 'ith the first generation, savvy brands are e/ploring the landscape that social media and social net'orks create for marketers. &hese techni2ues are allo'ing much deeper drivers in social change to be unleashed, 'ith a profound impact on planning customer connections. &he ne' generation of relationship marketing responds to the additional challenges of digital media literacy and in the right hands can trigger a rebuild of the entire marketing mi/ through different strategies. )elationship marketing for the :ace book generation demands both thinking and acting differently 3Chaffey !!<6. Stroud 3!!?6 says that the ability of social net'orking sites to generate these huge volumes of 'eb traffic is proof of their huge popularity. Qoogle, *ahoo and e's International have bought themselves a presence in the social net'orking arena. &he detailed rationale for these ac2uisitions differs but all have a common theme of 'anting access to the enormous audiences. )icadela 3!!?6 says, Coca$Cola has been running promotions on MySpace for the past t'o years for brands including Cherry Coke and :anta and has promoted Eiet Coke and other drinks on Qoogle9s *ou&ube. Smith 3!"!6 says that :ace book is becoming one of the great internet communications of people time no' days. ;hereas many companies have tried to emulate :ace book1s success or challenge it in one geography or another, :ace book has proven that the core asset on 'hich all of its services are built $ the social graph $ is much more defensible and po'erful than many others once anticipated. isitors to social net'orking sites are significantly more likely than average to visit leisure$oriented retail site categories, such as music, je'elryDlu/ury goodsD accessories, consumer electronics and apparel. Heavy social net'orking visitors are defined as the top !5 of visitors based on time spent on social net'orking sites. (eople typically enjoy sharing their e/periences 'ith these products, 'hether it is to talk about their ne' i(hone or the pair of designer jeans they just bought. Social net'orking sites offer the venue for those conversations to occur. Social media advertising is ideal for promoting brand recognition, although click$through rates are not so strong. Still, there is no doubt that advertising via social media sites is an effective 'ay to increase your overall revenue stream 3Brinlee, !!?6.

29


5" RESEARC! MET!ODOLOG

&o analy7e and find the effectiveness of communication strategy in developing brand, communication through social net'orking sites 'as done 'ith the survey method and content analysis in the research. M.4 49 '.' &4&.+47:

&he survey method helped to identify the reach of the brand among its target audience, 'ays of impact, usage of these social net'orking sites and access to these form of communication. -nd the content analysis is another method used to analy7e the communication strategy of different social net'orking sites 'ith certain parameters among top three Indian social net'orking sites 'hich are tabulated 'ith results. R'/& +87:

&his 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 net'orking sites like :ace book, &'itter and Arkut. S/@:

Survey 'as conducted randomly among :ace book, &'itter and Arkut user community, by sending 2uestionnaire through online to collect the individual opinion from the respondents. S'*=+78:

on probability sampling techni2ue is used to collect the opinion from the online respondents. &he total population is social net'orking user community, but to collect the effective data the sampling is constrained to the target population like young adults, graduates 'ithin the age of "% years to
In content analysis, the follo'ing three popular social net'orking sites 'ere selected to find the effective brand communication among its users 3:ace book, &'itter and Arkut6.

30


P'/'*./ '7 7+. 49 '7'@+:

". &arget group8 category of audience visiting these sites. . &ypes of advertisements8 'hat are the types of brand communication follo'ed by them\ <. -ds placement8 ho' do these sites place their ad in their pages\ =. Communication strategy8 kinds of brand promotion used by them. #. isual appealing factors8 regarding the appearance of these sites. %. >ser Interaction8 kinds of participation 'ith the brand. ?. -ccessibility8 ho' legibly they present themselves. @. >ser interest8 the forms of e/pectations from users in these sites. 4. Customi7ation8 the factors that the users could create by themselves.

31


6" RESULTS AND DISCUSSION

U'8 49 +7./7. <@ . /:

It has been found that "5 of audience use internet once a 'eek, "45 of the respondents use  to < days a 'eek.
A;'/7 49 4&+' 7.;4/+78 +.:

:rom this result, it is observed that nearly 4@5 of the internet users are a'are of social net'orking sites and only 5 of them are clueless. -lthough the concept of computer$ based communities dates back to the early days of computer net'orks, only some years after the advent of the internet online social net'orks have met public and commercial in a successive manner. -t the most basic level, an online social net'ork is an internet community 'here individuals interact, often through profiles that represent their selves to others 3Eonath and Boyd, !!=6. Social net'orks have gro'n rapidly, and some like face book, orkut, have achieved the mass market and penetrated in a fe' months since their inception, such applications have infringed their users in different strategy to interact 'ith more people 3&able 6.

N*</ 49 =/49+ +7 4&+' 7.;4/+78 +.:

&he study found that all the respondents that is, "!!5 of respondents have profiles on :ace book. -nd also, @@5 respondents of the same group have profiles on Arkut, %5 32


respondents have connected to t'itter and
A +7 +99/7. 4&+' 7.;4/+78 +.:

:rom the earlier mentioned, it is found that =#5 of the users find :ace book as a 'ell communicated social net'orking sites, 'hich promotes more brands and advertisements, gives information about product and service 'hich is useful for the young user community in an interactive 'ay to learn more about the particular brands, "5 user suggests &'itter, please follo' one pattern all here small 'ords has effective communication of advertisements. @5 of users find Arkut as the second option in communicating brand advertisements 3&able =6.

E?=4/ 49 +99/7. +7 49 ':

:rom the data, it is found that <5 of respondents have come across 'eb banner ads in these social net'orking sites like :ace book, &'itter and Arkut 'hereas @5 cut across pop up ads and flash ads in various 'ebsites and <"5 of users found video ads in *ou&ube and in other sites. Qoogle, *ahoo and e's International have bought themselves a presence in the social net'orking arena 'ith different communication strategy to have innovative appearance in content and display 3Stroud, !!?6. &he

33


detailed rationale for these ac2uisitions differs, but all have a common theme of essential access to the enormous audiences of these sites 3&able #6.

C4**7+&'.+47 &/'. ./. 47 ':

:rom the survey data, it is understood that <@5 of user agreed and satisfied 'ith ads appearing in social net'orking sites, 'hereas ""5 of the user disagreed and unsatisfied 'ith certain communication of information. Anly #"5 of the respondents found it neutral. &he 'eb has proved a catalyst in bringing the changes for'ard and amplifying their scale in creating trust'orthiness 3&able %6.

A&&+<++.@ 49 ':

Anly @5 of the total samples say that they have never accessed or sho'n interest to the ads displayed in social net'orking sites, 'hile bro'sing internet for other communication purposes. -nd <%5 of the respondents use to access often and 'ere interested to listen to the advertisements of various brands, <#5 user says they listen to the brand communication and also link to the brand sites to gather more information and "5 of the user access according to the 'ay of communication it appears, because sometimes the brand promotion could be in the form of display ads, interactive feedback forms or as interactive games, accessing of advertisements information differs sometimes according to the format of brand communication . &oday9s customers 'ant to be engaged differently than in years past and many traditional marketing tactics simply do not 'ork anymore. Social media marketing is a revolutionary 'ay to build solid relationships 'ith customers long before first contact 'ith fun, attractive messages and interactions3&able ?6.

B/'7 &4**7+&'.+47 .'. '../'&. . /:

34


Qames, 2ui7 and updates of latest information are the kind of interactive communication messages that attracts @5 of users. %5 of users are attracted to fan pages and posts. !5 of users are pulled their interests to'ards flash ads, "=5 of users listened to video ads and remaining "5 of users are interested to traditional banner ads. Most of the social net'orking 'ebsites are enabling brands to engage the right people in the right conversation at right time 3Shih, !!46. o'adays communication on branding in social net'orking sites is more personal, contentious, fascinating and influencing among the user community 3&able @6.

I*='&. 49 &4**7+&'.+47:

-ccording to the respondents, %?5 of user agreed that the communication strategy used in brand communication creates impact on certain brands effectively and also 'hich could helps them to recall the same often and interactively. =5 of users said that it partially creates impact and traffic of communication, 'hich result to confusion in users mind. &he remaining respondents almost 45, says that it does not create much impact on ads but still effective for other communication purpose like sharing and chatting information 3&able 46.

C47.7. '7'@+:

&he three social net'orking sites :ace book, &'itter and Arkut 'ere chosen to analy7e the units of parameters and the presentations of data are sho'n in &able "!.

35


" RESULTS OF T!E ANALSIS

36


-s seen earlier, the various brand communication factors involve in these kinds of social media advertising and day by day competition among the brands increase. So, to survive brands, the communicators come up 'ith more and more innovative, interactive and interesting kinds of brand communication messages 'hich make the users to access them and develop closeness 'ith the different brand communication strategy 'ith attractive name and its service. ". &he finding of the study states that the audiences respond more to interactive marketing than the traditional ads follo'ed in internet advertising. . -lmost everyone is communicated through social net'orking sites. <. early ?!5 of the audience has impact through ads in social net'orking sites and half of them access these ads e.g. games, 2ui7, events, etc. =. >sers remember the brand by the 'ay they advertise. &hey respond to any ne' form of advertising 'hich interest them. #. Social net'orking sites 'ill become the primary arena for highly targeted marketing and advertising. Social net'orking sites present an unmatched opportunity to build brand. %. >sers of :ace book and Arkut are of same age group and category. In t'itter, people do not sho' much interest because it1s just like a micro$blogging site. ?. Interaction is more in the display banners advertisements in :ace book and Arkut.

$" NEED FOR T!E STUD

37


Social Media is the current big bu77'ord in the 'orld of Internet Marketing, and 'ith good reason. It is already such a big part of the Internet culture. It is here to stay and should be ignored by marketers, or indeed anybody, at their peril. It is important to understand ;H* people use these 'ebsites, as there is a broad demographic on these sites. Some people use them for business purposes, to net'ork and find ne' deals. &hen there are others 'ho use social net'orking sites for purely personal reasons and are totally oblivious to the fact that there is a business presence in the social net'orking environment at all. It is fascinating to see that there are so many different things going on in one place, and even more incredible that they seem to all 'ork in harmony. T4 74;:

•

Ho' diverse social net'orking community could be \

•

-re 'e reaching the right audience, and if so, are 'e reaching them effectively\

•

&o kno' the effectiveness of branding and communicating through SS.

" LIMITATIONS OF STUD

•

Market research is conducted to various respondents so biases such as mood, feelings act on research settings. 38


•

•

&he responses from the respondents could be biased 'hich ultimately affects the results sho'n by marketing research. &his study limits to oida R Qreater oida.

10" SCOPE OF T!E STUD

•

&he study 'ould help in gathering the opinion of people for social net'orking sites, ho' do they use it, 'hat are the things that they do on social and 39


professional net'orking sites and ho' these sites help them in sociali7ing 'ith their personal and professional contacts. •

•

&he study further helps in analy7ing the benefits of promoting through social media, identifying the benefits of branding and promoting via SS. &he study 'ill help to formulate and implement Marketing strategies for Branding, (romoting and communicating the information to the customers through SS.

11"

CONCLUSION

Communication about the product or service provides a major contribution to brand competition in the market. It not only provides information about a product or service but also promotes creative innovation. Besides advertising, it also facilitates consumer 40


satisfaction. &he hidden fact is that no brand can progress 'ithout effective communication strategy to attract their customers or users. Big and small variety of brands no'adays laid their base on social net'ork communication to get recogni7ed in the target market. Social net'orking sites users of :ace book, &'itter and Arkut have become a personal, product and corporate branding hub in India no'adays in digital era. +very brand that e/ists on social net'orking sites has the same core features and benefits, such as the ability to create a page, share resources, add multimedia and much more. Social net'orking sites are filled 'ith potential users 'ho are mainly young adults. &hey spend more time in these net'orking sites due to heavy commercial contents, entertainment and social gathering. So, product or service communicators throng their ads in these areas 'ith more and more interactive and 'ith fascinating factors so that their brand identity is developed among the right choice of focused audience. -dvertisers and brands uses social net'orking sites as the major resource for their promotion and developing brand identity among the focused market.

12" SUGGESTIONS

Communication should be more preferred than advertising8 people do not prefer buying products through social net'orking sites. So, if the brand is communicated 'ell and remembered by the audience, then it is a greatest success to the company for their promotion through social media. 41


(romotional 'ay of advertising is best8 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 that 'ould be no advantage in delivering specified information. -dding more multimedia elements to have more interactive factors in fan pages and group 'ould benefit the brand user.

1#"

3UESTIONNAIRE

PART-A 1" A8

42


• • • •

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Arkut :ace book 43


• •

&'itter Athers

$" I7 ;+& SNS 4 @4 9+7 ' &4**7+&'. ;J • • • •

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;eb banner (op ups :lash ads ideo ads Athers

10" D4 @4 '8/ .'. . ' 4 '=='/ 47 SNSJ • • • • •

Strongly -gree -gree eutral Eisagree Strongly Eisagree

11" !' @4 / '&& . ' &4*+78 47 @4/ ;'@J • • • •

Aften Sometimes ever Eepending on ads

12" '. +7 49 B/'7 &4**7+&'.+47 '../'&. @4 +7 SNSJ • • • •

Interactive :lash ads Banner ads Qames, 2ui7, updates ideo ads

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• • • • •

Strongly -gree -gree eutral Eisagree Strongly Eisagree

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45


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T S4&+' M+' E99&.:

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48


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50


1%" BIBLOGRAP!

Borges B 3!!46. Marketing .!. ;heat mark, pp. =#$ %<. Brinlee E 3!!?6. Eoes Internet -dvertising ;ork\ http8DD'''.askdeb.comDinternetDadvertising Chaffey E 3!!<6. Internet Marketing, Strategy, Implementation and (ractise. nd edition, (earson +ducation imited, pp. ""#$"@%. Eonath F, Boyd E 3!!=6. (ublic displays of connection. B& &echnol. F., pp. ?"$@ +ric + 3!!@6. !!@ Qro'th (uts :ace book In Better (osition to Make Money. http8DDventurebeat.comD!!@D"D"@D!!@$gro'th$puts$ facebook$in$better$position$to$make$money. acy G, Hernande7 M 3!!46. &'itter Marketing for Eummies. pp. "=$! icole G 3!!?6. Building a Brand through Social et'orks, http8D Dmashable.comD !!?D!#D !@D brand$ social$net'orksD

51

project report on social media marketing

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