Project Report for Leeds Metropolitan University Consultancy Research Project On Social Media Marketing For Leeds Metropolitan University Using Online Marketing & Promotion Techniques To Attract Fresh Candidates for M.A International Communication Client: Leeds Metropolitan University Supervisor: Dr Lawrence F. Bailey Group Report Presented By: Lawrence Makhaya (33210138) Hitesh Deepak (77073807) Monik Mehta (77076458) Vinit Ajmera (77072146) Yang Shi (77073105) 1 | Page
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Consultancy Research Project on Social Media Marketing for Leeds Metropolitan University
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Project Report for Leeds Metropolitan University
Consultancy Research Project
On
Social Media Marketing
For
Leeds Metropolitan University
Using
Online Marketing & Promotion Techniques
To
Attract Fresh Candidates for M.A International
Communication
Client: Leeds Metropolitan University
Supervisor: Dr Lawrence F. Bailey
Group Report Presented By:
Lawrence Makhaya (33210138)
Hitesh Deepak (77073807)
Monik Mehta (77076458)
Vinit Ajmera (77072146)
Yang Shi (77073105)
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Table of Contents:
1.0 Background of Study-------------------------------------------------------------------------------------------------------41.1 Abstract:--------------------------------------------------------------------------------------------------------------4
2.0 Structure of Literature Review--------------------------------------------------------------------------------------------43.0 Significance/Purpose of Research----------------------------------------------------------------------------------------54.0 Types of Social Media Tools for Promotion----------------------------------------------------------------------------6
4.1 Introduction:---------------------------------------------------------------------------------------------------------64.2 Three Generations of Web for constructing Social Media Platform:--------------------------64.3 Methods of Online Promotion through Social Media Platforms:--------------------------------7
5.0 Research Methodology----------------------------------------------------------------------------------------------------95.1 Research Strategy:-----------------------------------------------------------------------------------------------95.2 Research Design:------------------------------------------------------------------------------------------------105.3 Research Population:-------------------------------------------------------------------------------------------115.4 Sample Size:-------------------------------------------------------------------------------------------------------125.5 Method of calculating Sample Size:----------------------------------------------------------------------125.6 Questionnaire Survey:-----------------------------------------------------------------------------------------125.7 Ethical Permission:----------------------------------------------------------------------------------------------135.8 Limitation of Research:----------------------------------------------------------------------------------------13
6.0 Analysis & Suggestions for Various Countries:----------------------------------------------------------------------136.1 Russia:----------------------------------------------------------------------------------------------------------------13
6.1.1 Primary Information---------------------------------------------------------------------------------------146.1.2 Secondary Information-----------------------------------------------------------------------------------146.1.3 Recommendation:-----------------------------------------------------------------------------------------156.1.4 Cost:-------------------------------------------------------------------------------------------------------------166.1.4.1 Cost per Mille (CPM) Method:----------------------------------------------------------------------166.1.4.1.1 Sales by CPM:------------------------------------------------------------------------------------------176.1.4.1.1.1 Minimum Purchase Volume:-------------------------------Error! Bookmark not defined.6.1.4.2 Cost per Click (CPC) Method:-----------------------------------------------------------------------176.1.4.2.1 Sales by CPC:-------------------------------------------------------Error! Bookmark not defined.6.1.4.2.2 Minimum Purchase Volume:----------------------------------Error! Bookmark not defined.6.1.4.3 Fixed advertising:---------------------------------------------------------------------------------------186.1.4.3.1 Sales per Fixed Advertising:---------------------------------------------------------------------19
6.2 Turkey-------------------------------------------------------------------------------------------------------------------226.2.1 Introduction:-------------------------------------------------------------------------------------------------226.2.2 Primary Information:--------------------------------------------------------------------------------------236.2.3 Secondary Information:----------------------------------------------------------------------------------236.2.4 Recommendation:-----------------------------------------------------------------------------------------256.2.4.1 Facebook:--------------------------------------------------------------------------------------------------256.2.4.2 Windows Live Profile:----------------------------------------------------------------------------------256.2.4 Cost:----------------------------------------------------------------------------------------------------------256.2.4.1 Cost in Facebook:---------------------------------------------------------------------------------------256.2.4.2 Cost in Windows Live Profile:-----------------------------------------------------------------------25
6.5.1 Social Networking:-----------------------------------------------------------------------------------------326.5.2 Recommendation:-----------------------------------------------------------------------------------------356.5.3 Cost:-------------------------------------------------------------------------------------------------------------35
6.6 India:------------------------------------------------------------------------------------------------------------------356.6.1 Introduction:-------------------------------------------------------------------------------------------------356.6.2 Primary Information:--------------------------------------------------------------------------------------366.6.3 Secondary Information:----------------------------------------------------------------------------------376.6.4 Recommendation:-----------------------------------------------------------------------------------------386.6.4.1 Facebook:--------------------------------------------------------------------------------------------------386.6.4.2 Twitter:------------------------------------------------------------------------------------------------------386.6.4.3 Orkut:--------------------------------------------------------------------------------------------------------386.6.5 Recommendations:---------------------------------------------------------------------------------------396.6.6 Cost:-------------------------------------------------------------------------------------------------------------396.6.6.1 Cost in Facebook:---------------------------------------------------------------------------------------396.6.6.2 Cost in Twitter:-------------------------------------------------------------------------------------------39
6.7 Sri Lanka:------------------------------------------------------------------------------------------------------------406.7.1 Introduction:-------------------------------------------------------------------------------------------------406.7.2 Why people use social media in Sri Lanka?-----------------------------------------------------406.7.2.1 Facebook Advertising:---------------------------------------------------------------------------------416.7.2.2 Twitter Advertising:------------------------------------------------------------------------------------416.7.2.3 LinkedIn Advertising:----------------------------------------------------------------------------------416.7.3 Issues of E–Marketing in Sri Lanka:-----------------------------------------------------------------416.7.4 Recommendation:-----------------------------------------------------------------------------------------426.7.4.1 Facebook:--------------------------------------------------------------------------------------------------426.7.4.2 Exhibition:--------------------------------------------------------------------------------------------------426.7.5 Cost:-------------------------------------------------------------------------------------------------------------42
6.8 Nigeria:---------------------------------------------------------------------------------------------------------------436.8 Introduction:----------------------------------------------------------------------------------------------------436.8.1 Facebook:-----------------------------------------------------------------------------------------------------44User Age Distribution - Facebook Nigeria:---------------------------------------------------------------466.8.2 Twitter:---------------------------------------------------------------------------------------------------------466.8.3 Why Use Social Media?----------------------------------------------------------------------------------476.8.4 Issues of Social Media Marketing in Nigeria:----------------------------------------------------476.8.5 Recommendation:-----------------------------------------------------------------------------------------476.8.6 Cost:-------------------------------------------------------------------------------------------------------------47
7.0 Conclusion:----------------------------------------------------------------------------------------------------488.0 References and bibliography----------------------------------------------------------------------------49
1.0 Background of Study
1.1 Abstract:
Research Report that we are going to write will be about Social Media
Marketing, but before that we must know what various web
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developments are based on which all social media sites and tools of
promotion came into existence. It is also necessary to understand why
Social Media Marketing has to be used as an important tool for further
promotion of Leeds Metropolitan University Course i.e. M.A. in
International Communication. There are various Social Media tools
which have been developed and innovated with new add on services that
were not there when they actually started. We must also consider the
basic usage of each and every one of them before reaching to final
conclusion that which one will suite to client’s need. It is necessary to
understand that Social Media marketing have various factors merged
into it. We will try to explore some of them as it’s not possible to discuss
all of them under one title of Social Media Marketing.
We are also doing the Survey on Students in Leeds as to understand how
exactly students take this Social Media Tool as a promotional method
for new courses available in the market. We will also see whether or not
they use social media sites for checking new products & Services offered
and for other promotional offers or not.
2.0 Structure of Literature Review
We as Humans have a habit of socializing and creating the social web
from the beginning. We can form networks around family, friends,
religious beliefs and social status. Social Media is a platform where one
can share any information with our social network using online tools like
(E-mails, Blogs, News-Letters, Audio and Video Files, Photos)
through Social Networking Websites etc(1).
If we check the definition through Wikipedia’s eyes it mentions that
“Social Web is constructed up of Hands-on Online Media through which
News, Photos, Videos and podcasts are made public via Social Media
websites through proposition which is typically reinforced with a voting
process to make Media items become ‘popular’” (2). It is also Called CGM
or ‘Consumer Generated Media’ (3).
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Nowadays the numbers of Social Media Sites are innumerable that one
has a Search Engine Specifically for them as well (4).
3.0 Significance/Purpose of Research
So the Question Arises:
How exactly one should promote his brand and through which
websites?
Should it be YouTube or Facebook?
Should it be BlogSpot or Twitter?
What site should be used and with which method?
What should be the Budget for each one of them?
I believe answer isn’t going to be simple either for anyone who thinks that
all major websites are sufficient enough for the promotion purpose. The
Client or Company may think that only one best site should be chosen for
all the major promotion but rather than going for one major site, it’s the
Customer or our end user of Product and services that define what should
be the method to approach him in all these social marketing sites or
promotional methods. Our Research is for that purpose only.
4.0 Types of Social Media Tools for Promotion
4.1 Introduction:
There is a large number of Social Media Tools Available for Promotion.
But one needs to understand not only the meaning but the purpose of it
for different users as well. For the purpose of our Research Project we not
only needs to understand what is the use of Social Media Websites only
but one also needs to understand the variety of Social Media tools actually
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available for them and the basic difference amongst them before using
them for promotion purpose. They also need to decide which one would
best suited to their need before selecting anyone of them.
4.2 Three Generations of Web for constructing Social
Media Platform:
Web.1.0: is a predominantly a Data Storehouse, with a scattering of E-
Commerce- and a library of Window-shop. Web 1.0 is also called
“Centralized them” Most of these Website content were deliberately
organized by Owners only. Such Websites had marketer’s promotion for
selling Goods. The Web 1.0 was more of a Directory of Info; intended
mainly by companies or individuals for visitors to look at” (5).
Web 2.0: was coined by O’Reilly Media in 2004 (6). He had become a
‘Buzz’ phrase. Web 2.0 is a second generation of web. It had 12% of US
Online Traffic by early months of 2007 (7). If Web 1.0 was a “centralized”
them then Web 2.0 is a “Distributed us” (8).
Webs 2.0 have definite characteristics that are imperative for any
DigiMarketer from the point of view of effect:
Separation of Presentation and Data
Co-Creation of Content
Social Networking
The Supporting Technology AJAX (9)
A large part of Web 2.0 is about Social Networking. Bestowing to Pew
Internet & American Life Project in January 2009(10); it also
mentioned that more than half of American in the age group of 18-44 will
be using Social Networking Sites.
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Web 3.0: is still in the Fogs of the future. It appears flawless that Web 3.0
will be more consumer centric than 2.0 with smart agents playing key role
so that web will work for people whether or not they are online (11).
“As Compared to centrally generated content on Web 1.0 and or user
generated content of Web 2.0, Web 3.0 seems likely to add situation, or
personalization while understanding the consumer thoroughly. It will
similarly rearrange; the understanding around his or her individual reliefs”
(12).
Our Major Concentration would be around Web 2.0 as this is the new hype
thing in the market currently. As I mentioned earlier Web 2.0 is what
these social Media platforms working as they are right now. Most of the
popular things whether used or not are majorly based on web 2.0
Web 2.0 has given a total control to consumer through which social media
networking is possible. Consumer creates its own content and Wired
Magazine called it ‘The Age of Peer Production’ (13). One of the
reasons CCC (consumer created content) is more in demand as
consumer desires to express themselves as well(14).
4.3 Methods of Online Promotion through Social Media
Platforms:
Text Posting: Consumer created content had been a foremost feature
of Internet’s Ancestors (notably CompuServe, later Acquired by AOL)
Most of the Sites includes message board (15) (Examples: Facebook,
Flicker, Orkut, LinkedIn, Google Buzz etc.); Most of the corporate
Websites includes feedback opportunities, as many as 70% consumers
who post on corporate sites also port on other sites as well. A complaint
on corporate sites helps them stem the problems quickly before issue gets
wider and harder to monitor.
Wikis: A Wiki is a website that allows visitors to add and edit content,
and has become the basic tool for mass collaborative authoring. The word
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wiki came from Hawaiian for Quick. The best know Wiki is Wikipedia
(www.wikipedia.org), an online encyclopaedia which was initially
completely based on volunteer efforts by the general public. (16)
Blogs: Blogs are like mushrooms like free software and hosting allowing
anyone to set up a professional looking blogs. About 40% of web users are
under 29 who read blogs while 20% write and publish their own blogs
(17).If one looks at Technorati.com, by 2007 an original search site for
blogs and now monitoring consumer created content (CCC) was
already tracking 75 Million Blogs (over 250 Million pieces of Tagged Social
Media) (18) Examples could be of David Meerman Scott (19), ‘Memo
Gate issue’ (20).
Splogging: Splogging is a programmed posting of the remarks on blogs.
Comments which are intended to deliver other info than what Blogs offers
from spammer’s website only (21).
Moblogs: These are Mobile support blogs that allow users to simply
post Photos and Videos. (Which is easier than placing text) through Mobile
phones. Few of people also called it Mobile vlogging, to take video and
uploading the video to a website by means of one click method
(22).Example can be Twitter on mobile.
Webcasting: A Webcast distribute sounds and Sound & visual files over
the internet media technology. Most of the major broadcasters have their
own webcasts now i.e. BBC, CNN, Al Jazeera, etc. (23).
Podcasts & Video Podcasts: It’s more about transferring audio & video
files that can be downloaded as well. Like name refers to Portable player
(an iPod) (24), ITunes maintains top 100 list of podcasters with top
ranked in excess of 150,000 downloads a week (24).
Machinima (Muh-Sheen-Eh-Mah): This is one of the cutting edge
consumer created content (CCC). Machinima is created by graphic
engines of real time interactive games for movie making. It would be just
(2). Dave Evans (2008). Social Media Marketing. Wiley publishing, lnc,
Indianapolis, Indiana
(3). Wikipedia The Free Encyclopaedia, http://en.wikipedia.org/wiki/Social_media
(4). Social Networking Sites Search Engine, /http: //findasocialnetwork. com/search.phpS (5). For more Details about the Articles please check: www.outofrhythm.com