Updatred Fin

7/25/2019 Updatred Fin

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TABLE OF CONTENTS

1. Executive summery

2. Introduction

3. Compny overvie!

". S!ot n#ysis

$. %eserc& met&odo#o'y

(. )t n#ysis

*. %esu#t nd discussion

+. %esu#t o, n#ysis

-. Conc#usion

1.Su''estion

11.%e,erences12.Annexure


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Executive Summary


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Executive summry

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 mainstream. And for

businesses it represents an unprecedented marketing opportunity that transcends

traditional middlemen and connects companies directly with customers.

ustomer ac!uisitions remain to be the prime goal of Indian marketers "#$%&.

According to leading marketers of India' the top three online investment

channels for ()** are Social media' Email marketing and Search marketing.

#(% of the top marketers said that it is extremely important to integrate email

marketing and social media.+his is why nearly every business on the planet is

exploring social media marketing initiatives +he 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'

S-S or Social -edia in their portfolio.ere we will see the main trend of

Social media marketing in India'+he scope of it'+he future and will undergo a

research to follow the ustomer perception About Social media for /rand

management.


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/uic0 summry o, our primry ,indin's

-arketers place high value on social media0 A significant $)% ofmarketersindicate that social media is important for their business.

1 -easurement and integration are top areas marketers want to master0 2ne

thirdof all social media marketers want to know how to monitor and measurethe

3eturn on Investment "32I& of social media and integrate their social

mediaactivities.

1 Social media marketing takes a lot of time0 +he ma4ority of marketers are

using social media for 5 hours or more each week' and more than a third invest** or more hours weekly.

1 A significant 66% of marketers plan on increasing their use of 7ou+ube and

video marketing' making it the top area marketers will invest in for ()*#.

E,marketing forms the baseline for 85% of marketers in India.

9romotional communication and newsletters are the primary users of use ofe,-arketing channels in ()*:

ustomer ac!uisition is the largest driver of e,-arketing for ()*:

;5% of Indian marketers invested more than *)% of their budgets in e,

-arketing

6(% of -arketers have plans to increase investments in e,-arketing

platform.

After Social media' Email marketing and Search marketing are the preferred

digital channel for ()*#


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Introduction


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IN)ST% O4E%4IE5

Soci# medi mr0etin'

Social medis a marketing programs usually center on efforts to create contentthat attractsattention 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. ence' 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 organi


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marketing are less worried because of its guaranteed success. If you 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 recogni


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5. 4ideo promotion0 Bse several video distribution websites for your

marketing. +hese websites uploads your service to the whole world. All that you

need to do is film a video about marketing and send it to video uploading sites

like 7ou +ube. 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.

6. 7ress %e#ese or medi re#ese0 It attracts several public clients and

increases relationship among them.

8. Serc& En'ine Optimi9tion0 It improves the traffic to your website by

providing !uality web content. It uses 3SS feeds and many SE2 techni!ues.

Soci# net!or0in' !e8sites nd 8#o's

Social networking websites allow individuals to interact with one another and

build relationships. hen products or companies 4oin those sites' people can

interact with the product or company. +hat interaction feels personal to users

because of their previous experiences with social networking site interaction

Social networking sites and blogs allow individual followers to CretweetD or

CrepostD comments made by the product being promoted. /y repeating the

message' all of the users connections are able to see the message' therefore

reaching more people. Social networking sites act as word of mouth. /ecause

the information about the product is being put out there and is getting repeated'

more traffic is brought to the productcompany.

+hrough social networking sites' productscompanies can have conversations

and interactions with individual followers. +his personal interaction can instill a

feeling of loyalty into followers and potential customers. Also' by choosingwhom to follow on these sites' products can reach a very narrow target

audience.

En''ement

In the context of the social web' engagement means that customers and

stakeholders are participants rather than viewers. Social media in businessallows anyone and everyone to express and share an opinion or idea somewhere


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along the businesss path to market. Each participating customer becomes part

of the marketing department' as other customers read their comments or

reviews. +he engagement process is then fundamental to successful social

media marketing.

Exmp#e:

2+ 7residenti# E#ection

+he ())8 presidential campaign had a huge presence on social networking sites.

/arack 2bama' a Femocratic candidate for BS 9resident' used +witter and

?acebook to differentiate his campaign. is social networking site profile pages

were constantly being updated and interacting with followers.

;ony 212

A short film released on -arch #' ()*(' by humanitarian group Invisible

hildren' Inc. +his ($ minute video aimed at making Goseph Hony' an

International riminal ourt fugitive' famous worldwide in order to have

support for his arrest by Fecember ()*( the time when the campaign ends. +he

video went viral within the first six days after its launch' reaching *)) million

views on both 7ou+ube and =imeo.

Imp#ictions on trdition# dvertisin'

6inimi9in' use

+raditional advertising techni!ues 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 networking sites dontalways have ads. In exchange' products have entire pages and are able to

interact with users. +elevision commercials often end with a spokesperson

asking viewers to check out the product website for more information. 9rint ads

are also starting to include barcodes on them. +hese 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.


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Le0s

Internet and social networking leaks are one of the issues facing traditional

advertising. =ideo and print ads are often leaked to the world via the Internet

earlier than they are scheduled to premiere. Social networking sites allow thoseleaks to go viral' and be seen by many users more !uickly. +ime difference is

also a problem facing traditional advertisers. hen 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 Bnited States. Social networking sites have become

a hub of comment and interaction concerning the event. +his allows individuals

watching the event on the west coast "time,delayed& to know the outcome

before it airs.

Soci# medi mr0etin' mis&ps

Social media marketing provides organis websiteNK.+his reference to the ()** Egyptian 3evolution drew

ob4ection from the public.


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1 $)% of marketers use social media channels for business' with $;% of

these rating social tools as CimportantD

1 :;% of marketers have noticed an improvement in sales due to social

campaigns

1 6(% of marketers who have worked in social media for three or more

years said that they saw a boost in turnover due to social channels "the longer

youre working in it the better you get&

1 $*% of experienced social marketers see improved website traffic due to

social media campaigns and 6$% are generating more !uality leads.

1 +he average time spent by marketers on social media is *,#hrs per week

for those 4ust getting started and 5O hours per week for those with ;O years of

experience

1 +he most popular social networking tool for marketing is ?acebook P

being used by $(%' followed by +witter "8:%&' @inkedIn "6*%& and blogs

"58%&

1 @inkedIn is :Q better for /(/ lead generation than ?acebook and +witter

1 2nly *)% of marketers are actively monitoring social media 32I

1 2nly ((% of businesses have a dedicated social media manager

1 (;% of ?ortune #)) companies have a public,facing corporate blog

1 #8% of ?ortune #)) companies have an active corporate ?acebook

account' 5(% have an active corporate +witter account

1 :6% of customers are somewhat likely to purchase from a brand that they

follow or like


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IN)IAN 6A%;ET

Indias Internet economy is expected to reach 3s. *).8 trillion by ()*5' as

the countrys growth rate in this segment is far ahead of many of the

developing nations' reported by /R. According to /R' the India Internet economy contributed to ;.( trillion

rupees to the overall economy in ()*)' :.*% of the countrys RF9'

could triple in : years time.

-ore than ;$ million Internet users who form 85% of the total Internet

audience' visited social networking sites in Guly ()*:

+he total Indian social networking audience grew :; 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 #,6 million

a month' and at the current pace it will surpass the BS' which has about

(:# million users' in less than two years.1 Active user base per month in India is close to ;) -illion marks

which is still a pretty large market but not as big as portrayed by some

consultants.

1 India has close to *) million online shoppers and is growing at anestimated ;)%

1 India e,tailing market in ()** was about J5)) -illion and expected to

touch J$ /illion by ()*5 and J6) /illion by ()() P estimating the

country the third,largest Inter1 Tetmarket in the world after hina and the Bnited States.1 +here are more Internet users in towns with a population of less than #

lakh than in the top eight metros put together.1 CAbout ( billion people worldwide access the Internet and (#% of

them are from hina. India contributes about 5% to the world>s Tet

population and the BS *(.#%.1 +he survey found that more than 6#% of Internet usage is among

school, and college,going students and those who have recently

graduated1 -umbai has the highest number of Internet users "5.( million&

followed by FelhiT3 "# million&' Holkata "(.: million& and

hennai "(.( million&.

+he percentage of companies using social media in top # markets is0

hina0 8(%


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BSA0 6*%

India0 6)%

/ra


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Indin On#ine 6r0et:

ASIA INTE%NET SE= 7O7LATION )ATAAN)

FACEBOO; STATISTICS

ASIA7opu#tion

> 211 Est.?

Internet

sers=

>er 2?

Internet sers

31:)ec:211

7enetrtion

>@

7opu#tion?

sers

@

Asi

Fce8oo0

31:6r:212

A,'nistn 2-=+3$=3-2 1= 1=2$(="* ".2 @ .1 @ 2$*=""

Bn'#des& 1$+=$*=$3$ 1= $=$1=(- 3.$ @ .$ @ 2=$2=(+

B&utn *+="2* $ -+=*2+ 13.- @ . @ ($=((

C&in 1=33(=*1+=1$ 22=$= $13=1= 3+." @$.$

@""*="(

Indi 1=1+-=1*2=-( $== 121== 1.2 @11.-

@"$="+=1

Indonesi 2"$=(13="3 2== $$== 22." @ $." @ "3=$23=*"

pn 12(="*$=((" "*=+= 11=22+=*3( +. @ 1. *=(+"=12
http://www.internetworldstats.com/asia.htmhttp://www.internetworldstats.com/asia.htm#afhttp://www.internetworldstats.com/asia.htm#bdhttp://www.internetworldstats.com/asia.htm#bthttp://www.internetworldstats.com/asia.htm#cnhttp://www.internetworldstats.com/asia.htm#inhttp://www.internetworldstats.com/asia.htm#idhttp://www.internetworldstats.com/asia.htm#jphttp://www.internetworldstats.com/asia.htm#afhttp://www.internetworldstats.com/asia.htm#bdhttp://www.internetworldstats.com/asia.htm#bthttp://www.internetworldstats.com/asia.htm#cnhttp://www.internetworldstats.com/asia.htm#inhttp://www.internetworldstats.com/asia.htm#idhttp://www.internetworldstats.com/asia.htm#jphttp://www.internetworldstats.com/asia.htm


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@

;ore=

Sout&"+=*$"=($* 1-="= "=32-=(( +2.* @ ". @ (=3*(=1(

6#ysi 2+=*2+=(* 3=*= 1*=*23= (1.* @ 1.* @ 12=3($=*+

Nep# 2-=3-1=++3 $= 2=31=2"$ (.- @ .2 @ 1=3-(=+

70istn 1+*=3"2=*21 133=- 2-=12+=-* 1$.$ @ 2.- @ (="12=-(

Sri Ln0 21=2+3=-13 121=$ 2=$3=1-" 11.+ @ .2 @ 1=23$=+

TOTAL

ASIA 3=+*-=*"=+** 11"=3"= 1=1(=*--=*( 2(.2 @

1.

@ 1-$=3"=3+

NOTES >1? T&e Asin Internet Sttistics !ere updted ,or )ecem8er 31= 211= t&e Fce8oo0

su8scri8er dt !s updted ,or 6rc& 31= 212. >2? CLIC; on ec& country nme to see

deti#ed dt ,or individu# countries nd re'ions. >3? T&e demo'rp&ic >popu#tion?

num8ers re 8sed on dt contined in Census Bureu. >"? T&e us'e num8ers come ,rom

vrious sources= min#y ,rom dt pu8#is&ed 8y Nie#sen On#ine= IT= nd ot&er
http://www.internetworldstats.com/asia.htm#krhttp://www.internetworldstats.com/asia.htm#krhttp://www.internetworldstats.com/asia.htm#myhttp://www.internetworldstats.com/asia.htm#nphttp://www.internetworldstats.com/asia.htm#pkhttp://www.internetworldstats.com/asia.htm#lkhttp://www.census.gov/http://www.nielsen-online.com/http://www.itu.int/http://www.internetworldstats.com/asia.htm#krhttp://www.internetworldstats.com/asia.htm#krhttp://www.internetworldstats.com/asia.htm#myhttp://www.internetworldstats.com/asia.htm#nphttp://www.internetworldstats.com/asia.htm#pkhttp://www.internetworldstats.com/asia.htm#lkhttp://www.census.gov/http://www.nielsen-online.com/http://www.itu.int/


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fastest company in the Standard 9oors #)) Index to reach a market cap of

J(#) billion. ?ollowing its W; earnings call in ()*#' ?acebook>s market cap

soared past J;)) billion.


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T5ITTE%

T!itter"twtXr& is an online social networkingservice that enables users to

send and read short *:),charactermessages called KtweetsK.

3egistered users can read and post tweets' but unregistered users can only read

them. Bsers access +witter through the website interface' S-S' or mobile

deviceapp. +witter Inc. is based in San ?ranciscoand has more than (# offices

around the world.

+witter was created in -arch ())5 by Gack Forsey' Evan illiams' /i tweetsUthis is known as KfollowingK and

subscribers are known as KfollowersK or KtweepsK' a portmanteau of +witter and

peeps. Individual tweets can be forwarded by other users to their own feed' a

process known as a KretweetK. Bsers can also KlikeK "formerly KfavoriteK&

individual tweets.
https://en.wikipedia.org/wiki/Help:IPA_for_Englishhttps://en.wikipedia.org/wiki/Help:IPA_for_Englishhttps://en.wikipedia.org/wiki/Help:IPA_for_Englishhttps://en.wikipedia.org/wiki/Help:IPA_for_Englishhttps://en.wikipedia.org/wiki/Help:IPA_for_Englishhttps://en.wikipedia.org/wiki/Social_networking_servicehttps://en.wikipedia.org/wiki/Character_(computing)https://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/Application_softwarehttps://en.wikipedia.org/wiki/San_Franciscohttps://en.wikipedia.org/wiki/Jack_Dorseyhttps://en.wikipedia.org/wiki/Evan_Williams_(Internet_entrepreneur)https://en.wikipedia.org/wiki/Biz_Stonehttps://en.wikipedia.org/wiki/Biz_Stonehttps://en.wikipedia.org/wiki/Noah_Glasshttps://en.wikipedia.org/wiki/Web_search_queryhttps://en.wikipedia.org/wiki/List_of_most_popular_websiteshttps://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/List_of_virtual_communities_with_more_than_100_million_active_usershttps://en.wikipedia.org/wiki/Smartphonehttps://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/Like_buttonhttps://en.wikipedia.org/wiki/Help:IPA_for_Englishhttps://en.wikipedia.org/wiki/Social_networking_servicehttps://en.wikipedia.org/wiki/Character_(computing)https://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/Application_softwarehttps://en.wikipedia.org/wiki/San_Franciscohttps://en.wikipedia.org/wiki/Jack_Dorseyhttps://en.wikipedia.org/wiki/Evan_Williams_(Internet_entrepreneur)https://en.wikipedia.org/wiki/Biz_Stonehttps://en.wikipedia.org/wiki/Biz_Stonehttps://en.wikipedia.org/wiki/Noah_Glasshttps://en.wikipedia.org/wiki/Web_search_queryhttps://en.wikipedia.org/wiki/List_of_most_popular_websiteshttps://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/List_of_virtual_communities_with_more_than_100_million_active_usershttps://en.wikipedia.org/wiki/Smartphonehttps://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/Short_Message_Servicehttps://en.wikipedia.org/wiki/Like_button


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+witter allows users to update their profile via their mobile phone either by text

messaging or by apps released for certain smartphones and tablets.

+witter has been compared to a web,based Internet 3elay hat"I3& client. In a())$ Timeessay' technology author Steven Gohnsondescribed the basic

mechanics of +witter as Kremarkably simpleK0
https://en.wikipedia.org/wiki/Internet_Relay_Chathttps://en.wikipedia.org/wiki/Time_(magazine)https://en.wikipedia.org/wiki/Steven_Berlin_Johnsonhttps://en.wikipedia.org/wiki/Internet_Relay_Chathttps://en.wikipedia.org/wiki/Time_(magazine)https://en.wikipedia.org/wiki/Steven_Berlin_Johnson


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O%;T

Or0utwas a social networkingwebsite owned and operated by Roogle. +he

service was designed to help users meet new and old friends and maintain

existing relationships. +he website was named after its creator' Roogle

employee 2rkut /YyYkkZkten.

2n Gune ;)' ()*:' Roogle announced it would be closing 2rkut on September

;)' ()*:. To new accounts could be created starting from Guly ()*:. Bsers can

download their profile archive by Roogle +akeout.

2rkut was one of the most visited websites in Indiaand /ras growth' we>ve decided to bid 2rkut farewell.K 2rkut was the

result of a () percent pro4ect in which Roogle workers got to spend a fifth of

their time on ideas not necessarily related to their 4ob responsibilities. owever'

the public contents of all public communities were archived by Roogle' and are

available permanently for consulting online in the 2rkut ommunity

Archive"although editing is no longer possible&.
https://en.wikipedia.org/wiki/Social_networking_servicehttps://en.wikipedia.org/wiki/Googlehttps://en.wikipedia.org/wiki/Orkut_B%C3%BCy%C3%BCkk%C3%B6ktenhttps://en.wikipedia.org/wiki/Google_Takeouthttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Brazilhttps://en.wikipedia.org/wiki/Belo_Horizontehttps://en.wikipedia.org/wiki/Blogger_(service)https://en.wikipedia.org/wiki/Google%2Bhttps://orkut.google.com/en.htmlhttps://orkut.google.com/en.htmlhttps://en.wikipedia.org/wiki/Social_networking_servicehttps://en.wikipedia.org/wiki/Googlehttps://en.wikipedia.org/wiki/Orkut_B%C3%BCy%C3%BCkk%C3%B6ktenhttps://en.wikipedia.org/wiki/Google_Takeouthttps://en.wikipedia.org/wiki/Indiahttps://en.wikipedia.org/wiki/Brazilhttps://en.wikipedia.org/wiki/Belo_Horizontehttps://en.wikipedia.org/wiki/Blogger_(service)https://en.wikipedia.org/wiki/Google%2Bhttps://orkut.google.com/en.htmlhttps://orkut.google.com/en.html


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S5OT An#ysis Soci# 6edi

Stren't&s

@arge market reach or penetration and its =ery useful if you are setting up a

digital engagement strategy "to new people' young people&.Social media builds

a conversation and converse with others and build close networking bonds

which share !uick information exchange. It @ets you follow and connect with

peoplegroups that interest you P but are not necessarily your friends "as with

?acebook&. Authors' celebrities' co,workers' colleges' organi


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action more promptly than if you werent "especially if people are having

conversations about your brand' you will have to engage and clarify&

/locked at many work sites0 management sees it drops productivity hurts

bottom line

Opportunities

reating4oining online presence on sites where the company currently doesnt

exist' Rreat opportunity for individuals and organi


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+alent coming your way effortless0 /ecause of the possibilities of exposure that

Social -edia allows for' interacting here may mean that future talent "in the

shape of employees' partners or' you,name,it& will come your way through the

power of connecting online[

3each out to certain groups that traditional media didnt allow you to0 /ecause

Social media is for everyone' sooner or later youll come across people you

never thought of as your client. +his opens the doors to building new

relationships but also to valuable feedback that can help you develop your

products or services more intelligently

T&rets

ompetitor is going after the same space or same audience with similar

campaign and the !uestion also arises whether the current campaign sustainable'

can it continue\ +here can be threat of Attitudes on privacy0 while lately it

seems everyone is willing to share the most intimate as well as mundane details

of their life P there could easily be a backlash against this trend. eve all heard

of a few embarrassing stories about over,sharing online' and a few high,profile

examples might make people rethink their habits. -icro,messaging may 4ust bea fad. +heres nothing inherently awesome about *:) characters. It got too much

publicity in a short time. -ay get burned out and getting dangerously

spammyporn spammy. +he market doesnt have solid revenue model "future

advertisements\&

2ther social networking sites "-y,Space' +agged' ?riend feed' identi.ca' others&

may grow and steal market share and Ac!uisition by a bigger player "Roogle&

may disappoint early adopters and loyal users.


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An#ysis o, soci# net!or0in' sites A study on e,,ective

communiction strte'y in deve#opin' 8rnd communiction

Internet is the emerging information technology with the credibility of

immediacy and fastness' thus' it brings globali


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INT%O)CTION

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 explosion of the web as a business medium' one of its

primary uses has been for marketing. Soon' the web could become a critical

distribution channel for the ma4ority of successful enterprises. 2ne among them

is marketing and spreading brand communication through Social networking

sites "+hompson' ())(&.

Social networking websites are online communities of people who share

interests and activities or who are interested in exploring the interests andactivities of others. +hey typically provide a variety of ways for users to

interact' through chat' messaging' email' video' voice chat' file,sharing'

blogging and discussion groups. As

orld ide eb grew in popularity' social networking moved to web,based

applications. In ())(' social networking era really started. In ())5' anyone with

an email address could sign up in social networking sites "Varrella' ()*)&.

Tow advertisers target more over to these media due to high rush in varsity ofaudiences. 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. -ost of the

advertisers present their ads in interactive form so that people tend more to

check them and gain a little knowledge about the product. +here are various

forms of brand communication available in social networking sites. +he

effective way of brand communication present in these networking sites wouldbe the main aim of the study.


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Soci# medi

Social media advertising is a paid form of brand' service or business promotion

and re!uires a proper and planned communicative message and budget.

Advertising is customer centric in nature. ustomers play an important role inany ma4or 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 include0

*. 9opulari


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())6&. ence' there is a need to study the effective way of communication in

branding the product in social networking sites and analy


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O8ectives o, t&e study

*. +o find the consumer preference towards social media marketing.

(.+o find the impact of interaction through these communication among Indian

users "with reference to ?ace book' +witter and orkut &


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LITE%AT%E %E4IE5

Scott "())$& states the reasons for brand promoters preferring online web for

marketing is that the tools' techni!ues and content are constantly evolving. +he

buyers reward creativity by responding to the online efforts like0

CIf you are open to trying out new things' you can be first in your industry to

use something new to communicate to your buyersD.

-arketing in some social networking websites are still the most popular in their

niche. Shih "())$& says that there are hundreds of millions of active users across

sites like ?ace book' i#' 2rkut and -y,Space. (.5 billion min are spent on

?ace book each day. +hese websites are enabling brands to engage the right

people in the right conversation at right time. -arketing the brands throughsocial media is becoming precise' personal' interesting' interactive and social.

eber "())$& says promoting a community is 4ust like as promoting a new

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

people in the promotional aspect and inclined to involve the

(;5 G. -edia ommun. Stud.

people. +raditional advertising and direct marketing in social media is to sendpeople to the digital community to be informed' entertained and heard. Bsers

find appealing' a value high enough to encourage them to participate.

/orges "())$& finds that today>s buyers want to be engaged differently than in

years past and many traditional marketing tactics simply do not work anymore.

Social media marketing is a revolutionary way to build solid relationships with

buyers. @ow cost' brand building' staffing advantages' loyalty and level playing

field are key benefits of social networking sites as a successful marketing

media.

Varrella "()*)& says the roots of online social networking can be traced to the

*$8)s bulletin board systems "//S&. +hese systems allowed the users to create

personal profiles' helps to share information by sending private messages'

public messages and post events at low speed connectivity. After emanation of

social networking technology in the internet world' it grew higher and popular

among the internet user.


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@acy and ernande< "())$& says +witter gives the ability to share nearly *:),

characters thoughts in a split second' where user can easily share links to press

releases and stories about their business' service or product. -aking tweets

interesting and diverse' there is a more possibility of increasing the followers'

by consider with news sharing and stories about the industry that they serve.

+he rules of marketing had to change and the web has proved a catalyst in

bringing the changes forward and amplifying their scale. +he sudden emergence

of the eb (.) marketing techni!ues demand additional approaches' while most

marketers are still wrestling with the first generation' savvy brands are

exploring the landscape that social media and social networks create for

marketers. +hese techni!ues are allowing much deeper drivers in social change

to be unleashed' with a profound impact on planning customer connections. +henew 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 mix through different strategies. 3elationship marketing for the ?ace

book generation demands both thinking and acting differently "haffey ());&.

Stroud "())6& says that the ability of social networking sites to generate these

huge volumes of web traffic is proof of their huge popularity. Roogle' 7ahoo

and Tews International have bought themselves a presence in the social

networking arena. +he detailed rationale for these ac!uisitions differs but all

have a common theme of wanting access to the enormous audiences.

3icadela "())6& says' oca,ola has been running promotions on -y,Space for

the past two years for brands

including herry oke and ?anta and has promoted Fiet oke and other drinks

on Roogle>s 7ou+ube.

Smith "()*)& says that ?ace book is becoming one of the great internetcommunications of people time now days. hereas many companies have tried

to emulate ?ace books success or challenge it in one geography or another'

?ace book has proven that the core asset on which all of its services are built ,

the social graph , is much more defensible and powerful than many others once

anticipated.

=isitors to social networking sites are significantly more likely than average to

visit leisure,oriented retail site categories' such as music' 4ewelryluxury goods

accessories' consumer electronics and apparel. eavy social networking visitors


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are defined as the top ()% of visitors based on time spent on social networking

sites. 9eople typically en4oy sharing their experiences with these products'

whether it is to talk about their new i9hone or the pair of designer 4eans they

4ust bought. Social networking 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 way to increase your overall

revenue stream "/rinlee' ())6&.


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%ESEA%CD 6ETDO)OLO


33/60

Content n#ysis

In content analysis' the following three popular social networking sites were

selected to find the effective brand communication among its users "?ace book'

+witter and 2rkut&.

7rmeters nd units o, n#ysis

*. +arget group0 category of audience visiting these sites.

(. +ypes of advertisements0 what are the types of brand communication

followed by them\

;. Ads placement0 how do these sites place their ad in their pages\

:. ommunication strategy0 kinds of brand promotion used by them.

#. =isual appealing factors0 regarding the appearance of these sites.

5. Bser Interaction0 kinds of participation with the brand.

6. Accessibility0 how legibly they present themselves.

8. Bser interest0 the forms of expectations from users in these sites.

$. ustomi


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)ATA ANALSIS


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1. Do! do you o,ten use soci# sites

response

a. ourly ;)

b. Faily ()

c. eekly *#

d. @ess than weekly #

(.

0

5

10

15

20

25

30

response

response

;.:.#.5.

6.8.


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$.

Interprettion as table and graph show that mostly users prefer hourly use.


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2. 5&y do you use soci# sites

response

Tetworking #)+o learn about information *

Entertamment *6

Heep in touch with friendsfamily (

05

101520253035404550

response

response

Interprettion as table and graph show that mostly users prefer sites for

networking .


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3:Do! mny contctsG,riends do you &ve on t&e soci# net!or0in' sites

response

?ewerthan *) )

2 to#) )

#*,*)) )

-orethen *)) 6)

Fewer than 10 Oct-50 51-100 More then 100

0

10

20

30

40

50

60

70

response

response

InterprettionP as table and graph show that all users have more then *))

friends .


39/60

":Do! #on' &ve you 8ein' usin' soci# net!or0in' sites

response

less then amonth )

*,5 months )

6 months )

more thena year 6)

0

10

20

30

40

50

60

70

response

response

InterprettionP as table and graph show that all users have been using social

sites since more then a year .


40/60

$:Do! do you ccess your soci# net!or0in' sites

response

personalcomputer *(

laptop :)

smartphone *6

ipad *

personal computer laptop smartphone ipa

0

5

10

15

20

25

30

35

40

response

response

InterprettionP as table and graph show that mostly users prefer using laptops

for social networking sites .


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(:)o you ccept strn'erHs ,riend reuest on soci# net!or0in' sites

response

yes (5sometimes ;(

no *(

37!

46!

17!

response

"es sometimes no

InterprettionP as per analysis user sometime accept strangers re!uest as

compared .


42/60

*: Dve you ever 8een victims o, on:#ine 8u##yin' >o,,ensive comments or

emi#s?

respons

e

no O;

yes 56

3!

#7!

response

"es no

InterprettionP as per analysis there are $6 % respondents who have been of

victim of online bullying .


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+:Are your prents !re o, yours soci# net!or0in' sites

respons

e

no ;

yes 56

response

no

"es

InterprettionP as per analysis $6 % parentss of respondents are aware of use

of social networking sites.


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-.)o you t&in0 soci# net!or0in' sites re importnt

response

stronglyagree #)

agree *)

fair $

disagree *

stron$l" a$ree a$ree %air isa$ree

0

5

10

15

20

25

30

35

40

45

50

response

response

InterprettionP as table and graph shows that mostly respondents strongly

agree with the statement.


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1. Are you !it& usin' soci# net!or0in' tec&no#o'y ,or #ernin' in

sc&oo#s G co##e'es

responseagree (;

disagree (fair :#stronglydisagree

)

a$ree isa$ree %air stron$l" isa$ree

0

5

10

15

20

25

30

35

40

45

response

response

InterprettionP as table and graph shows that mostly respondents are fairly

with the statement.


46/60

11. )o you t&in0 privcy po#icies re e,,ective in soci# net!or0in' sites

response

stronglyagree 5*

disagree ;

agree #

stronglydisagree *

stron$l" a$ree isa$ree a$ree stron$l" isa$ree

0

10

20

30

40

50

60

70

response

response

InterprettionP as table and graph shows that mostly respondents strongly

agree with the statement.


47/60

12.)oes dvertisements on soci# net!or0in' sites m0es you more

in,ormtive

respon

seyes #:

never (

sometimes *:

77!

3!

20!

response

"es ne&er sometimes

InterprettionP as table and graph shows that mostly respondents agree that

advertisements on social media are informative.


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13.In comprison to p&one c##s = soci# net!or0in' sites re e,,ective

response

much *)more ()

less ;8

muchless (

much more less much less

0

5

10

15

20

25

30

35

40

response

response

InterprettionP as table and graphs shows that mostly respondents prefer

much use of social networking sites.


49/60

1". )o you use soci# medi in n o,,ici# 8usiness or pro,ession# cpcity

response

yes 56

no ;

#6!

4!

response

"es no

InterprettionP as table and graph shows that mostly respondents are in favour

of use of social networking sites for official business.


50/60

%ESLTS AN) )ISCSSION

s'e o, internet 8y t&e user

It has been found that most of the users prefer using internet on hourly basis andmany users prefer using internet daily and a very few to use it less than weekly

A!reness o, soci# net!or0in' sites

?rom this result' it is observed that nearly most of the internet users are aware of

social networking sites and only few 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. At the mostbasic level' an online social network is an internet community where individuals

interact' often through profiles that represent their selves to others "Fonath and

/oyd' ()):&. Social networks have grown rapidly' and some like facebook'

orkut' have achieved the mass market and penetrated in a few months since their

inception' such applications have infringed their users in different strategy to

interact with more people

Num8er o, pro,i#es in soci# net!or0in' sites

+he study found that all the respondents that is' most of respondents have

profiles on ?acebook.

Ads in di,,erent soci# net!or0in' sites

It is found that most users find ?acebook as a well communicated social

networking sites' which promotes more brands and advertisements' givesinformation about product and service which is useful for the young user

community in an interactive way to learn more about the particular brands.

Communiction cretes trust on ds

?rom the survey data' it is understood that ;8% of user agreed and satisfied with

ads appearing in social networking sites' whereas **% of the user disagreed and

unsatisfied with certain communication of information. 2nly #*% of the

respondents found it neutral. +he web has proved a catalyst in bringing thechanges forward and amplifying their scale in creating trustworthiness .


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Brnd communiction t&t ttrcts t&e users

Rames' !ui< and updates of latest information are the kind of interactive

communication messages that attracts users of social networking sites .

As per my research there is positive response of respondents towards

marketing on social networking sites. 3espondents are very friendly with the

social networking sites and mostly respondents find ads attractive on social site

as compare to other internet advertising sites.

In current scenario social networking sites are more popular for

advertising.


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3esults of the analysis

*. +he finding of the study states that the audiences respond more to interactive

marketing than the traditional ads followed in internet advertising.

(. Almost everyone is communicated through social networking sites.

;. Tearly 6)% of the audience has impact through ads in social networking sites

and half of them access these ads e.g. games' !ui


53/60

Conc#usion

ommunication about the product or service provides a ma4or contribution to

brand competition in the market. It not only provides information about a

product or service but also promotes creative innovation. /esides advertising' italso facilitates consumer satisfaction. +he hidden fact is that no brand can

progress without effective communication strategy to attract their customers or

users. /ig and small variety of brands nowadays laid their base on social

network communication to get recogni


54/60

S


55/60

%EFE%ENCES

/orges / "())$&. -arketing (.).heat mark' pp. :#,5;.

/rinlee F "())6&. Foes Internet Advertising ork\

http0www.askdeb.cominternetadvertising

haffey F "());&. Internet -arketing' Strategy' Implementation and

9ractise.(nd edition' 9earson Education @imited' pp. **#,*85.

Fonath G' /oyd F "()):&. 9ublic displays of connection. /+ +echnol. G.' pp. 6*,

8(

Eric E "())8&. ())8 Rrowth 9uts ?ace book In /etter 9osition to -ake -oney.

http0venturebeat.com())8*(*8())8,growth,puts,facebook,in,better,position,to,make,money.

@acy H' ernande< - "())$&. +witter -arketing for Fummies. pp. *:,()

Ticole H "())6&. /uilding a /rand through Social Tetworks' http0

mashable.com ())6)# )8 brand,social,networks

3icadela A "())6&. ?ogeys ?lock to ?acebook' /usiness eek.

http0www.businessweek.comtechnologycontentaug())6tc())6)8#])#*688.htm

Scott F- "())$&. +he Tew 3ules of -arketing and 93. Gohn iley Sons

Inc.' pp. *;#,*#)

Shih "())$&. +he ?acebook Era. +apping online social networks to build

better products' reach new audiences and selling more stuff. 9rentice all

9ublication' pp. 8#,*(8

Stroud F. "())6&. 2pinion piece0 ?alling in @ove (.)0 3elationship marketing

for the ?ace book generation. Social networking0 An age,

Teutral commodity U Social networking becomes a mature web application'

pp. *)#,*5#.

+hompson S "())(&.Attitudes toward online shopping and the

internet.Tational university of Singapore' (*":&.

eber @ "())$&. -arketing to the Social eb.Second Edition. Gohn iley andSons' pp. #8,$6.


56/60

Varrella F "()*)&. +he Social media marketing.23eilly -edia.

(:( G. -edia ommun. Stud.


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ANNEJ%E


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/ESTIONNAI%E

*. ow do you often use social sites\a. ourly

b. Faily

c. eeklyd. @ess than weekly

(. hy do you use social sites \

e. Tetworkingf. +o learn about informationg. Entertainmenth. Heep in touch with friends family

;,how many contactsfriends do you have on the social networking sites

a, ?ewer than *)b, *),#)c, #*,*))d, -ore then *))

:. how long have you being using social networking sites \

a. less then a month

b. *,5 months

c. 6 months

d. more then a year

#. how do you access your social networking sites \

a. personal computer

b. laptop

c. smart phone

d. ipad

5. do you accept strangers friend re!uest on social networking sites\

a. yes

b. sometimes

c. no


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6. have you ever been a victims of on,line bullying "offensive comments or emails& \

a. yes

b. no

8. are your parents aware of yours social networking sites \

a. no

b.yes

$.do you think social networking sites are important \

a. strongly agree

b. agree

c. fair

d. disagree

*). are you with using social networking technology for learning in schools colleges \

a. agree

b. disagree

c. fair

d. strongly disagree

**. do you think privacy policies are effective in social networking sites \

a. strongly agree

b. disagree

c. agree

d. strongly disagree

*(.does advertisements on social networking sites makes you more informative \

a. yes

b. never

c. sometimes

d. sometimes


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*;.in comparison to phone calls ' social networking sites are effective \

a. much

b. more

c. less

d. much less

*:. do you use social media in an official business or professional capacity \

a. yes

b. no

Updatred Fin

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