A

PROJECT REPORT
ON

“TO STUDY SOCIAL MEDIA MARKETING IN INDIA”

Submitted to
Dr.B.V. Hiray College of Management & Research Centre, Malegaon

In partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

—ANSARI NAVEED ANJUM MOHAMMAD ASLAM---

Exam Seat No./ Roll No.

…………….

Under the Guidance of

Dr. KAMRAN RAHMANI

Department of MBA,
Dr.B.V. Hiray College of Management & Research Centre, Malegaon
Academic Year 2019 – 20

1
 K.B.H.S.S.T’s
DR .B.V. HIRAY COLLEGE OF MANAGEMENT AND
RESEARCH CENTER, MALEGAON

Date:

CERTIFICATE

This is to certify that Mr. ANSARI NAVEED ANJUM MOHAMMAD ASLAM has undertaken

and completed the Summer Internship Project tilted “SOCIAL MEDIA MARKETING IN INDIA” as

prescribed by Savitribai Phule Pune University for the partial fulfillment of MBA Course during the

year 2019-20.

______________ __________ __________

Internal Guide External Director

KRUSHI NAGAR, BEHIND CHURCH, MALEGAON CAMP, MALEGAON-423105

Phone: 02554-250115 Email: hiraymba@gmail.com
www.dbhcmr.org
2
ACKNOWLEDGEMENT

,Knowledge is an experience gained in life, it is the choicest possession

Which should not be shelved but should be happily shared with others. It is

The supreme art of the teacher to awaken joy in creative expression and

& Knowledge. The success of any project is the result of hard work

Endeavour of not one but many people and this project is no different. I take

This as a prospect to a vow that it was an achievement to have succeeded in

Our final project, which would not have been possible without the guidance

.Of

Finally we are thankful to our entire KAMRAN RAHMANI team who has given

The full support in collecting the required information and continuous help during the

.project

3
 STUDENT DECLATION

I, ANSARI NAVEED ANJUM MOHAMMAD ASLAM hereby declare that the project entitled

“SOCIAL MEDIA MARKETING IN INDIA” is a genuine and original work of the partial

fulfillment of Master in Business Administration to Savitribai Phule Pune University. To the best of

my knowledge, any part of this context has not been submitted earlier for any degree or Certificate

examination. The collected data and certificate are true. Further I undertake that I will be solely

responsible for anything arise out of unfair mean.

Date:
Place: MALEGAON

Name: ANSARI NAVEED ANJUM MOHAMMAD ASLAM

Sign:

ABSTRACT
4
Social media nowadays is among the ‘best possibilities available’ to an item to get in

touch with potential customers. Community social networking websites are the method to

interact socially. These new media win the believe in of customers by linking with them

at a deeper level. Community online marketing is the new mantra for several

manufacturers since early a season ago. Promoters are considering many different social

media possibilities and beginning to apply new social projects at a higher rate than ever

before. Community online marketing and the companies that utilize it have become more

sophisticated. One cannot afford to have no existence on the social programs if the

competitor is creating waves with its solutions and items. The blast of social media trend

is as amazing as that and the speed at which it is improving is frustrating. International

companies have identified social media promotion as a potential promotion system, used

them with enhancements to power their marketing with social media promotion. This

paper discusses about the ideas of social media and social media promotion and other

aspects like the development and advantages, aspect and importance of social media in

.promotion, social media promotion methods

5
 INDEX

Chapter Particular Page No.

INRODUCTION
Executive Summary
1 Important of the study
Objectives / Aims of the study
Limitations

2 LITERATURE REVIEW

RESEARCH METHODOLOGY
Research design
3
Data Collection
Data Analysis Techniques

LEARNING FROM PROJECT

4

RESULTS AND DISCUSSION

Implications On Present and Future Research
5
Recommendations/ Suggestions

6 CONCLUSION

REFERENCES

APPENDICES

Questionnaire etc.

6
 CHAPTER

INTRODUCTION
 EXECUTIVE SUMMARY

Social media marketing refers to the process of gaining website traffic or

attention through social media sites. Indian marketers are moving at a fast
speed to tap the ‗new normal‘ opportunity. Social media has gone
mainstream. And for businesses it represents an unprecedented marketing
opportunity that transcends traditional middlemen and connects companies
directly with customers. Customer acquisitions remain to be the prime goal
of Indian marketers (59%). According to leading marketers of India, the top
three online investment channels for 2011 are Social media, Email
marketing and Search marketing. 52% of the top marketers said that it is
extremely important to integrate email marketing and social media. This is
why nearly every business on the planet is exploring social media marketing
initiatives The focus of marketers is shifting from ‗sending the message out‘
to ‗start engaging with customers‘. In this context, the role of a marketer is
changing from ‗batch and blast‘ processing to creating ‗listening posts‘ and
‗dialogue hubs‘ in customer communities. A shift from isolated pure play
traditional platforms to an integrated multi-channel approach is helping the
marketers address the challenge of new consumers‘ expectations across
many devices and channels. Indian marketers are leveraging the power of
various communication channels and technologies- be it Email, SMS or
Social Media in their portfolio. Here we will see the main trend of Social
media marketing in India, The scope of it, The future and will undergo a
research to follow the Customer perception About Social media for Brand
management.
Quick summary of our primary findings:

Marketers place high value on social media: A significant 90% of

marketers indicate that social media is important for their business.
Measurement and integration are top areas marketers want to master:
One third of all social media marketers want to know how to monitor
and measure the Return on Investment (ROI) of social media and
integrate their social media activities.
Social media marketing takes a lot of time: The majority of marketers
(58%)are using social media for 6 hours or more each week, and more
than a third(34%) invest 11 or more hours weekly.
A significant 77% of marketers plan on increasing their use of
YouTube and video marketing, making it the top area marketers will
invest in for 2019.
E-marketing forms the baseline for 86% of marketers in India.
Promotional communication and newsletters are the primary users of
use of e-Marketing channels in 2018
Customer acquisition is the largest driver of e-Marketing for 2019
36% of Indian marketers ‘invested more than 10% of their budgets in
e-Marketing
72% of Marketers have plans to increase investments in e-Marketing
platform.
After Social media, Email marketing and Search marketing are the
preferred digital channel for 2019.
 INTRODUCTION

INDUSTRY OVERVIEW
Social media marketing:
Social media marketing programs usually center on efforts to create content
that attracts attention and encourages readers to share it with their social
networks. A corporate message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself. Hence, this form of marketing is
driven by word-of-mouth, meaning it results in earned media rather than
paid media.

Social media has become a platform that is easily accessible to anyone with
internet access. Increased communication for organizations fosters brand
awareness and often, improved customer service. Additionally, social media
serves as a relatively inexpensive platform for organizations to implement
marketing campaigns.

Social media marketing tools:

Besides research tools, various companies provide specialized platforms and
tools for social media marketing:

Social media measurement

Social network aggregation
Social bookmarking
Social analytics
Automation
Social media
Blog marketing
Validation
Different Methods of Social Media Marketing
Social network marketing is popularly called as Internet marketing. Today
you can find many ways for internet marketing. Many people who enter this
online 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 recognized network marketing tools are Face book, My
Space and LinkedIn. Twitter became regular place for people who have
newly entered the field of social network marketing.

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

2. Personal website or blog: It is important to have private website if you

are a freelancer. Your website will help your clients to know about you and
it will make them clear that you are a serious freelance marketer and help to
make huge revenue via online marketing.

3. Article selling: It is also best and cheap internet marketing method. It is

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

4. Email sending: Electronic mail sending is the best way to marketing.

Collect list of email addresses through portfolio websites and email about
your business to all internet users. Your Email should be attractive in such a
way that your recipient will be impressed to get back to you.

5. Use social networking websites: Social networking websites like Twitter,

face book can be used to promote your sales. These provide best platform
for all who are thinking of online marketing.

6. Video promotion: Use several video distribution websites for your

marketing. These 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 You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested in view videos
rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients and

increases relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by

providing quality web content. It uses RSS feeds and many SEO techniques.

Social networking websites and blogs:

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

Social networking sites and blogs allow individual followers to ―retweet‖ or

―repost‖ comments made by the product being promoted. By repeating the
message, all of the user‘s connections are able to see the message, therefore
reaching more people. Social networking sites act as word of mouth.
Because the information about the product is being put out there and is
getting repeated, more traffic is brought to the product/company.

Through social networking sites, products/companies can have

conversations and interactions with individual followers. This personal
Interaction can instill a feeling of loyalty into followers and potential
customers. Also, by choosing whom to follow on these sites, products can
reach a very narrow target audience.

Objectives of the study:

1. To analyze the effective communication strategy through social
networking sites.

2. To study the effectiveness of brand communication through social

networking sites from its users and communicators.

3. To find the impact of interaction through these communication among

Indian users (with reference to Face book, Twitter and Orkut).

LIMITATIONS:

1) A high number of fans does not equal success. 

2) The popularity of a platform may matter more than which platform is a

suitable medium for your campaign. ...

3) Protection of user's privacy limits data collection. ...

4) Data is fragmented by platform.

5) It takes good analysis on the part of marketers to trace a link between

ROI and social media.
 CHAPTER

II

LITERATURE REVIEW
LITERATURE REVIEW

Scott (2009) states the reasons for brand promoters preferring online web for
marketing is that the tools, techniques and content are constantly evolving.
The buyers reward creativity by responding to the online efforts like:

―If you are open to trying out new things, you can be first in your industry to
use something new to communicate to your buyers‖.

Marketing in some social networking websites are still the most popular in
their niche. Shih (2009) says that there are hundreds of millions of active
users across sites like Face book, Hi5, Orkut and Myspace. 2.6 billion min
are spent on Face book each day. These websites are enabling brands to
engage the right people in the right conversation at right time. Marketing the
brands through social media is becoming precise, personal, interesting,
interactive and social.

Weber (2009) says promoting a community is just like as promoting a new

brand product or service to the consumers. Social media is used to
communicate people in the promotional aspect and inclined to involve the
people. Traditional advertising and direct marketing in social media is to
send people to the digital community to be informed, entertained and heard.
Users find appealing, a value high enough to encourage them to participate.

Borges (2009) 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. Low cost, brand building, staffing advantages,
loyalty and level playing field are key benefits of social networking sites as a
successful marketing media.

Zarrella (2010) says the roots of online social networking can be traced to
the 1980s bulletin board systems (BBS). These 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.
Lacy and Hernandez (2009) says Twitter gives the ability to share nearly
140- characters thoughts in a split second, where user can easily share links
to press releases and stories about their business, service or product. Making
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.

The rules of marketing had to change and the web has proved a catalyst in
bringing the changes forward and amplifying their scale. The sudden
emergence of the Web 2.0 marketing techniques 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. These techniques are allowing much
deeper drivers in social change to be unleashed, with a profound impact on
planning customer connections. The new 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. Relationship marketing for the Face book generation
demands both thinking and acting differently (Chaffey 2003).

Stroud (2007) says that the ability of social networking sites to generate
these huge volumes of web traffic is proof of their huge popularity. Google,
Yahoo and News International have bought themselves a presence in the
social networking arena. The detailed rationale for these acquisitions differs
but all have a common theme of wanting access to the enormous audiences.

Micaela (2007) says, Coca-Cola has been running promotions on Myspace

for the past two years for brands including Cherry Coke and Fanta and has
promoted Diet Coke and other drinks on Google's YouTube.

Smith (2010) says that Face book is becoming one of the great internet
communications of people time now days. Whereas many companies have
tried to emulate Face book‘s success or challenge it in one geography or
another, Face 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.
Visitors to social networking sites are significantly more likely than average
to visit leisure-oriented retail site categories, such as music, jewelry/luxury
goods/ accessories, consumer electronics and apparel. Heavy social
networking visitors are defined as the top 20% of visitors based on time
spent on social networking sites. People typically enjoy sharing their
experiences with these products, whether it is to talk about their new iPhone
or the pair of designer jeans they just 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 (Brynlee, 2007).
 CHAPTER
III
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

To analyze and find the effectiveness of communication strategy in

developing brand, communication through social networking sites was done
with the survey method and content analysis in the research.

Methods of data collection:

The survey method helped to identify the reach of the brand among its target
audience, ways of impact, usage of these social networking sites and access
to these form of communication. And the content analysis is another method
used to analyze the communication strategy of different social networking
sites with certain parameters among top three Indian social networking sites
which are tabulated with results.

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

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

Sampling:
Non probability sampling technique is used to collect the opinion from the
online respondents. The total population is social networking user
community, but to collect the effective data the sampling is constrained to
the target population like young adults, graduates within the age of 16 years
to 30 years. The sampling size is 50.
 DATA COLLECTION:

Indian Online Market-

ASIA INTERNET USE, POPULATION DATAAND

FACEBOOK STATISTICS

Internet Penetration Users Facebook

Population Internet Users
ASIA Users, (% % 31-Mar-
( 2011 Est.) 31-Dec-2011
(Year 2000) Population) Asia 2012

Afghanistan 29,835,392 1,000 1,256,470 4.2 % 0.1 % 257,440

Bangladesh 158,570,535 100,000 5,501,609 3.5 % 0.5 % 2,520,680

Bhutan 708,427 500 98,728 13.9 % 0.0 % 65,660

50.5
China * 1,336,718,015 22,500,000 513,100,000 38.4 % 447,460
%

11.9
India 1,189,172,906 5,000,000 121,000,000 10.2 % 45,048,1
% 0
Pakistan 187,342,721 133,900 29,128,970 15.5 % 2.9 % 6,412,960

Sri Lanka 21,283,913 121,500 2,503,194 11.8 % 0.2 % 1,235,080

TOTAL 100.0
3,879,740,877 114,304,000 1,016,799,076 26.2 % 195,034,3 0
ASIA %

NOTES: (1) The Asian Internet Statistics were updated for December 31, 2019, he Facebook
subscriber data was updated for March 31, 2012. (2) CLICK on each coo rye name to see
detailed data for individual countries and regions. (3) The demography c (population)
numbers are based on data contained in Census Bureau. (4) The usage numb rest come from
various sources, mainly from data published by Nielsen Online , ITU , and to r
 DATA ANALYSIS TECHNIQUES:

SWOT ANALYSIS: SOCIAL MEDIA

Strengths:

Large market reach or penetration and it‘s Very 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 quick information exchange. It lets you follow and connect
with people/groups that interest you – but are not necessarily your friends (as
with Facebook). Authors, celebrities, co-workers, colleges, organizations etc. .The
campaigns are generally Cost-effective in the sense most of the platforms are
free. They just demand time,there is a Human factor: Your ―brand‖ becomes
more HUMAN.Media exposure can be another strength of this.WhileTwitter is
in a strong market position in micro- messaging. Facebook is the only real
competitor here – and they attract users for different reasons.It helps to Build
strong, long term relationships through online social networking, at a faster pace
than just relying on traditional face-to-face networking and Gets tons of
publicity.The industry Has developers creating hundreds of applications
around its API. It is totally RSS-enabled.

Weaknesses:
Tough to train or convince management team/group members on social
media principles as A lot of ―Why Bother‖ from most mainstream (i.e.
Facebook users) people are there.The industry has low retention rate. Only
40%.Lacks tools or resources to track and monitor social media campaign
results.There is concern about information leakage, liability, security, and
management also.

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

difficult (especially for small business operations) to balance the effort put on
social media against the results obtained
Consistency: Engaging with your audience at a direct level means more
efforts in terms of keeping a consistent message/ corporate imageMaking up
for mistakes: The time-frame to correct errors that affect your audience is
less. Because you are heavily exposed, your company has to take action
more promptly than if you weren‘t (especially if people are having
conversations about your brand, you will have to engage and clarify)

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

bottom line

Opportunities:

Creating/joining online presence on sites where the company currently

doesn‘t exist, Great opportunity for individuals and organizations to
connect and exchange information. It opens a New target or niche
markets that are untapped: students, the public.
Partnerships with other groups, organizations, schools, government,
etc
Penetration into a new geographical market quickly
Recruitment of interested new members, students, public support and
allows you to build short and long term relationships with prospects. It
humanizes the ‗brand‘ and makes the recruitment process more
personal.
Can gain deep insights into real-time trends, news, and all of us; ―be
the pulse of the internet‖ as said by Founder Biz Stone
Integration into real-time games, media, and apps. We‘ve barely
scratched the surface so far on what‘s possible. Twitter as real time
infrastructure.
It may become the dominant way for businesses to communicate with
their customers as quick delivery, branding opportunities, and
enhanced marketing opportunities are there.
Being present where stuff happens: People research for
info/products/services online and value more the opinion of other
individuals than whatever a company may say about their own offer.
If your company is present in an interactive environment like social
 media, the opportunities for engagement, conversion and most

Importantly clarification of doubts regarding your brand, are

countless.
Developing a following/ audience those auto-nurtures itself: Your
efforts in Social media, together with the effort of your following may
mean that your audience becomes your best sales people
Talent coming your way effortless: Because of the possibilities of
exposure that Social Media allows for, interacting here may mean that
future talent (in the shape of employees, partners or, you-name-it) will
come your way through the power of connecting online!
Reach out to certain groups that traditional media didn‘t allow you to:
Because Social media is for everyone, sooner or later you‘ll come
across people you never thought of as your client. This opens the
doors to building new relationships but also to valuable feedback that
can help you develop your products or services more intelligently

Threats:
Competitor is going after the same space or same audience with similar
campaign and the question also arises whether the current campaign
sustainable, can it continue? There can be threat of Attitudes on privacy:
while lately it seems everyone is willing to share the most intimate as well as
mundane details of their life – there could easily be a backlash against this
trend. We‘ve all heard of a few embarrassing stories about over-sharing
online, and a few high-profile examples might make people rethink their
habits. Micro-messaging may just be a fad. There‘s nothing inherently
awesome about 140 characters. It got too much publicity in a short time.
May get burned out and getting dangerously spam my/porn spammy.The
market doesn‘t have solid revenue model (future advertisements?)

Other social networking sites (Myspace, Tagged, Friend feed, identi.ca,

others) may grow and steal market share and Acquisition by a bigger player
(Google) may disappoint early adopters and loyal users.
Promotional:
1. YouTubechannel-By Maintainig and posting comments
2. Social media marketing:
3. (Facebook,Twitter,Google+,Linkedin,Quora,Yahooetc)
4. App commercial: Blackberry API
5. Insiders group.
6. Recruiters interview.
7. Promotion in Technical and Educational institutions: (Greater
Noida,Faridabad,Gurgaon,Delhi).Visited more than 50 institutes during
Internship.
8. Convincing the faculties to open up account in ApnaCircle, so that
students can connect them there.
9. Participating in annual fest .
10. Brand Ambassador: Competition with rewards (business
party,certificate)and measure(keyword tracking).
11. Job Event: Sponsored and hosted by ApnaCircle.com where all the
interested people can look for job opportunities.
http://hire.timesjobs.com/employer/jobfairs.html
12. During college fest, sponsoring, hosting small workshops on online
social media, or professional network by our own marketing team, with
minimal cost.
13. Recharge it now.com,creating application through it.
14. Online forums (Wikipedia)and discussions which should have content
of ApnaCircle.com
 Indian Online Market-

ASIA INTERNET USE, POPULATION DATAAND

FACEBOOK STATISTICS

Internet Penetration Users Facebook

Population Internet Users
ASIA Users, (% % 31-Mar-
( 2011 Est.) 31-Dec-2011
(Year 2000) Population) Asia 2012

Afganistan 29,835,392 1,000 1,256,470 4.2 % 0.1 % 257,440

Bangladesh 158,570,535 100,000 5,501,609 3.5 % 0.5 % 2,520,680

Bhutan 708,427 500 98,728 13.9 % 0.0 % 65,660

50.5
China * 1,336,718,015 22,500,000 513,100,000 38.4 % 447,460
%

11.9
India 1,189,172,906 5,000,000 121,000,000 10.2 % 45,048,1
% 0 0
Indonesia 245,613,043 2,000,000 55,000,000 22.4 % 5.4 % 43,523,740

10.0
Japan 126,475,664 47,080,000 101,228,736 80.0 % 7,684,120
%

Korea,
48,754,657 19,040,000 40,329,660 82.7 % 4.0 % 6,376,160
South

Malaysia 28,728,607 3,700,000 17,723,000 61.7 % 1.7 % 12,365,780

Nepal 29,391,883 50,000 2,031,245 6.9 % 0.2 % 1,396,800

Pakistan 187,342,721 133,900 29,128,970 15.5 % 2.9 % 6,412,960

Sri Lanka 21,283,913 121,500 2,503,194 11.8 % 0.2 % 1,235,080

TOTAL 100.0
3,879,740,877 114,304,000 1,016,799,076 26.2 % 195,034,3 0
ASIA % 8

NOTES: (1) The Asian Internet Statistics were updated for December 31, 2019, he
Facebook subscriber data was updated for March 31, 2012. (2) CLICK on each cou t ry
nt c
name to see detailed data for individual countries and regions. (3) The demograp
hi
(population) numbers are based on data contained in Census Bureau. (4) The usage numb rs
come from various sources, mainly from data published by Nielsen Online , ITU , and ot er
he
 Chapter-3
SWOT Analysis
 SWOT ANALYSIS: SOCIAL MEDIA
Strengths:

Large market reach or penetration and it‘s Very 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 quick information exchange.ItLets you follow and
connect with people/groups that interest you – but are not necessarily your
friends (as with Facebook). Authors, celebrities, co-workers, colleges,
organizationsetc.The campaigns are generally Cost-effective in the sense
most of the platforms are free. They just demand time,there is a Human
factor: Your ―brand‖ becomes more HUMAN.Media exposure can be
another strength of this.WhileTwitter is in a strong market position in micro-
messaging. Facebook is the only real competitor here – and they attract users for
different reasons.It helps to Build strong, long term relationships through online
social networking, at a faster pace than just relying on traditional face-to-face
networking and Gets tons of publicity.The industry Has developers
creating hundreds of applications around its API. It is totally RSS-enabled.

Weaknesses:
Tough to train or convince management team/group members on social
media principles as A lot of ―Why Bother‖ from most mainstream (i.e.
Facebook users) people are there.The industry has low retention rate. Only
40%.Lacks tools or resources to track and monitor social media campaign
results.There is concern about information leakage, liability, security, and
management also.

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

difficult (especially for small business operations) to balance the effort put on
social media against the results obtained

Consistency: Engaging with your audience at a direct level means more

efforts in terms of keeping a consistent message/ corporate image
Making up for mistakes: The time-frame to correct errors that affect your
audience is less. Because you are heavily exposed, your company has to take
action more promptly than if you weren‘t (especially if people are having
conversations about your brand, you will have to engage and clarify)

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

bottom line

Opportunities:

Creating/joining online presence on sites where the company currently

doesn‘t exist, Great opportunity for individuals and organizations to
connect and exchange information. It opens a New target or niche
markets that are untapped: students, the public.
Partnerships with other groups, organizations, schools, government,
etc
Penetration into a new geographical market quickly
Recruitment of interested new members, students, public support and
allows you to build short and long term relationships with prospects. It
humanizes the ‗brand‘ and makes the recruitment process more
personal.
Can gain deep insights into real-time trends, news, and all of us; ―be
the pulse of the internet‖ as said by Founder Biz Stone
Integration into real-time games, media, and apps. We‘ve barely
scratched the surface so far on what‘s possible. Twitter as real time
infrastructure.
It may become the dominant way for businesses to communicate with
their customers as quick delivery, branding opportunities, and
enhanced marketing opportunities are there.
Being present where stuff happens: People research for
info/products/services online and value more the opinion of other
individuals than whatever a company may say about their own offer.
If your company is present in an interactive environment like social
media, the opportunities for engagement, conversion and most
 importantly clarification of doubts regarding your brand, are
countless.
Developing a following/ audience those auto-nurtures itself: Your
efforts in Social media, together with the effort of your following may
mean that your audience becomes your best sales people
Talent coming your way effortless: Because of the possibilities of
exposure that Social Media allows for, interacting here may mean that
future talent (in the shape of employees, partners or, you-name-it) will
come your way through the power of connecting online!
Reach out to certain groups that traditional media didn‘t allow you to:
Because Social media is for everyone, sooner or later you‘ll come
across people you never thought of as your client. This opens the
doors to building new relationships but also to valuable feedback that
can help you develop your products or services more intelligently

Threats:
Competitor is going after the same space or same audience with similar
campaign and the question also arises whether the current campaign
sustainable, can it continue? There can be threat of Attitudes on privacy:
while lately it seems everyone is willing to share the most intimate as well as
mundane details of their life – there could easily be a backlash against this
trend. We‘ve all heard of a few embarrassing stories about over-sharing
online, and a few high-profile examples might make people rethink their
habits. Micro-messaging may just be a fad. There‘s nothing inherently
awesome about 140 characters. It got too much publicity in a short time.
May get burned out and getting dangerously spammy/porn spammy.The
market doesn‘t have solid revenue model (future advertisements?)

Other social networking sites (MySpace, Tagged, Friend feed, identi.ca,

others) may grow and steal market share and Acquisition by a bigger player
(Google) may disappoint early adopters and loyal users.
 Chapter-4
Analysis Of Social
Networking Sites
 A STUDY ON EFFECTIVE COMMUNICATION
STRATEGY IN DEVELOPING BRAND
COMMUNICATION

Internet is the emerging information technology with the credibility of

immediacy and fastness, thus, it brings globalization in every aspects of
communication. Communication through internet is more specified, with
effective interactive strategy among its users. In recent days, internet
advertising has taken new forms which have more advantages over the
traditional mediums like print media, television and radio. Marketing
communication is becoming precise, personal, interesting, interactive and
social. Different strategies of communication are followed in various social
networking sites like Face book, Twitter and Orkut. They not only create
impact over the audience but also make them interact with the marketing
statistics created. People get attached to brand communication in social
networking sites than usual banner and pop up ads. These networking sites
bring more interactive communication with advertising. Social networking
sites will become the primary arena for highly targeted marketing and
advertising. Therefore, it is necessary to study the effectiveness of brand
communication strategy followed in social networking sites which are
mainly accessed by Indian users. This research attempts to find the
effectiveness of brand communication strategy in promoting and advertising
their brand in social networking sites. The effectiveness is determined with
the help of survey from people who use these sites, and the content of three
social networking sites is analyzed.
 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 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 majority of successful
enterprises. One among them is marketing and spreading brand
communication through Social networking sites (Thompson, 2002).

Social networking websites are online communities of people who share

interests and activities or who are interested in exploring the interests and
activities of others. They typically provide a variety of ways for users to
interact, through chat, messaging, email, video, voice chat, file-sharing,
blogging and discussion groups. As

World Wide Web grew in popularity, social networking moved to web-

based applications. In 2002, social networking era really started. In 2006,
anyone with an email address could sign up in social networking sites
(Zarrella, 2010).

Now 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 theadvertisers present their ads
in interactive form so that people tend more to check them and gain a little
knowledge about the product. There are various forms of brand
communication available in social networking sites. The effective way of
brand communication present in these networking sites would be the main
aim of the study.
Social media:

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

promotion and requires a proper and planned communicative message and
budget. Advertising is customer centric in nature. Customers play an
important role in any major or minor communication because they are the
one who are going to decide the fate of the advertising communication.
Some benefits of social network advertising include:

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

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

market.

3. Encouraging healthy competition in the market.

4. Providing social benefits for the brand.

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

Advertising in internet provides a major contribution to brand competition in

the market. Advertising here not only provides information about a product
or service but also promotes innovation. Besides it also facilitates consumer
satisfaction. Big and small companies, individuals of all walks of life, major
and minor events, concepts, etc., nowadays lay their base on social network
advertising to get recognized in the market (Zarrella, 2010).

With over 200 million active users, Face book, Twitter and Orkut have
become a personal, product and corporate branding hub in India. Every
brand that exists on social networking sites has the same core features and
benefits, such as the ability to create a page, share resources, add multimedia
and much more (Eric, 2008). The effective brand communication strategies
are analyzed to find the impact among the users.
Social networking sites:

A social networking site creates network communication among the user

community. Though social networking site serves for communication
purposes among special interest groups, the marketing strategy has also
entered this medium for its reach. People get exposed to various kinds of
brand communication through this media. They tend to interact with the
brand and also get awareness about the brand and its service in an interesting
way (Nicole, 2007). Hence, there is a need to study the effective way of
communication in branding the product in social networking sites and
analyze its reach among the people and their perceptions in this research.

In recent trend of marketing in social networking sites, various brand

communications are widely used to attract targeted leads. So, this study
would help to know the effectiveness of communication and strategy done
through social networking sites which make the target audience to
participate in this kind of advertising. This is mainly studied on networking
sites which are popular among Indian users were Face book, Twitter and
Orkut. This study would help the advertisers to understand the effective
communication strategy to communicate their brand among the users.

Objectives of the study:

4. To analyze the effective communication strategy through social
networking sites.

5. To study the effectiveness of brand communication through social

networking sites from its users and communicators.

6. To find the impact of interaction through these communication among

Indian users (with reference to Face book, Twitter and Orkut).
LITERATURE REVIEW

Scott (2009) states the reasons for brand promoters preferring online web for
marketing is that the tools, techniques and content are constantly evolving.
The buyers reward creativity by responding to the online efforts like:

―If you are open to trying out new things, you can be first in your industry to
use something new to communicate to your buyers‖.

Marketing in some social networking websites are still the most popular in
their niche. Shih (2009) says that there are hundreds of millions of active
users across sites like Face book, Hi5, Orkut and MySpace. 2.6 billion min
are spent on Face book each day. These websites are enabling brands to
engage the right people in the right conversation at right time. Marketing the
brands through social media is becoming precise, personal, interesting,
interactive and social.

Weber (2009) says promoting a community is just like as promoting a new

brand product or service to the consumers. Social media is used to
communicate people in the promotional aspect and inclined to involve
thepeople. Traditional advertising and direct marketing in social media is to
send people to the digital community to be informed, entertained and heard.
Users find appealing, a value high enough to encourage them to participate.

Borges (2009) 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. Low cost, brand building, staffing advantages,
loyalty and level playing field are key benefits of social networking sites as a
successful marketing media.

Zarrella (2010) says the roots of online social networking can be traced to
the 1980s bulletin board systems (BBS). These 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.
Lacy and Hernandez (2009) says Twitter gives the ability to share nearly
140- characters thoughts in a split second, where user can easily share links
to press releases and stories about their business, service or product. Making
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.

The rules of marketing had to change and the web has proved a catalyst in
bringing the changes forward and amplifying their scale. The sudden
emergence of the Web 2.0 marketing techniques 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. These techniques are allowing much
deeper drivers in social change to be unleashed, with a profound impact on
planning customer connections. The new 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. Relationship marketing for the Face book generation
demands both thinking and acting differently (Chaffey 2003).

Stroud (2007) says that the ability of social networking sites to generate
these huge volumes of web traffic is proof of their huge popularity. Google,
Yahoo and News International have bought themselves a presence in the
social networking arena. The detailed rationale for these acquisitions differs
but all have a common theme of wanting access to the enormous audiences.

Ricadela (2007) says, Coca-Cola has been running promotions on MySpace

for the past two years for brandsincluding Cherry Coke and Fanta and has
promoted Diet Coke and other drinks on Google's YouTube.

Smith (2010) says that Face book is becoming one of the great internet
communications of people time now days. Whereas many companies have
tried to emulate Face book‘s success or challenge it in one geography or
another, Face 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.
Visitors to social networking sites are significantly more likely than average
to visit leisure-oriented retail site categories, such as music, jewelry/luxury
goods/ accessories, consumer electronics and apparel. Heavy social
networking visitors are defined as the top 20% of visitors based on time
spent on social networking sites. People typically enjoy sharing their
experiences with these products, whether it is to talk about their new iPhone
or the pair of designer jeans they just 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 (Brinlee, 2007).
RESEARCH METHODOLOGY

To analyze and find the effectiveness of communication strategy

in developing brand, communication through social networking sites was
done with the survey method and content analysis in the research.

Methods of data collection:

The survey method helped to identify the reach of the brand among its target
audience, ways of impact, usage of these social networking sites and access
to these form of communication. And the content analysis is another method
used to analyze the communication strategy of different social
networking sites with certain parameters among top three Indian social
networking sites which are tabulated with results.

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

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

Sampling:
Non probability sampling technique is used to collect the opinionfrom
the online respondents. The total population is social
networking usercommunity, but to collect the effective data the sampling is
constrained to the target population like young adults, graduates within
the age of 16 years to 30 years. The sampling size is 50.
CONTENT ANALYSIS
In content analysis, the following three popular social networking sites were
selected to find the effective brand communication among its users

(Face book, Twitter and Orkut).

Parameters and units of analysis:

1. Target group: category of audience visiting these sites.

2. Types of advertisements: what are the types of brand communication

followed by them?

3. Ads placement: how do these sites place their ad in their pages?

4. Communication strategy: kinds of brand promotion used by them.

5. Visual appealing factors: regarding the appearance of these sites.

6. User Interaction: kinds of participation with the brand.

7. Accessibility: how legibly they present themselves.

8. User interest: the forms of expectations from users in these sites.

9. Customization: the factors that the users could create by themselves.

 Chapter-5
Results & Discussions
RESULTS AND DISCUSSION
Usage of internet by the user:

It has been found that 12% of audience use internet once a week, 19% of the
respondents use 2 to 3 days a week. 30% of the respondents use 1 or 2 h a
day and the remaining 39% of users are accessing internet more than 3 h a
day. It is understood that the new media and its technology is an emerging
trend in communication which attracts almost all the people, if they have
knowledge of computers. So this digital media has more snatchers towards
its communication and internet is becoming part of necessary
communication among the students and professionals, etc (Table 1).

Awareness of social networking sites:

From this result, it is observed that nearly 98% of the internet users are
aware of social networking sites and only 2% of them are clueless. Although
the concept of computer-based communities dates back to the early days of
computer networks, only some years after the advent of the internet online
social networks have met public and commercial in a successive manner. At
the most basic level, an online social network is an internet community
where individuals interact, often through profiles that represent their selves
to others (Donath and Boyd, 2004). Social networks have grown rapidly, and
some like face book, 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 (Table 2).
Number of profiles in social networking sites:

The study found that all the respondents that is, 100% of respondents have
profiles on Face book. And also, 88% respondents of the same group have
profiles on Orkut, 62% respondents have connected to twitter and 37% of
users have account on other social networking sites. The users can create
many accounts in different social networking site. Face book is useful for
communication, self-promotion, to know about friends‘ community and to
find the missed out school and college mates. The peers use the Face book,
Orkut and Twitter for the same reasons to share the information and
communication. Due to this reasons, Face book, Orkut and Twitter were
more popular among the internet users of youth population comparatively
with other social networking sites (Table 3).

Ads in different social networking sites:

From the earlier mentioned, it is found that 45% of the users find Face book
as a well communicated social networking sites, which promotes more
brands andadvertisements, gives information about product and service
which is useful for the young user community in an interactive way to learn
more about the particular brands, 12% user suggests Twitter, please follow
one pattern all here small words has effective communication of
advertisements. 28% of users find Orkut as the second option in
communicating brand advertisements (Table 4).
Exposure of different kinds of ads:

From the data, it is found that 32% of respondents have come across web
banner ads in these social networking sites like Face book, Twitter and
Orkutwhereas 8% cut across pop up ads and flash ads in various websites
and 31% of users found video ads in YouTube and in other sites. Google,
Yahoo and News International have bought themselves a presence in the
social networking arena with different communication strategy to have
innovative appearance in content and display (Stroud, 2007). The detailed
rationale for these acquisitions differs, but all have a common theme of
essential access to the enormous audiences of these sites (Table 5).

Communication creates trust on ads:

From the survey data, it is understood that 38% of user agreed and satisfied
with ads appearing in social networking sites, whereas 11% of the user
disagreed and unsatisfied with certain communication of information. Only
51% of the respondents found it neutral. The web has proved a catalyst in
bringing the changes forward and amplifying their scale in creating
trustworthiness (Table 6).

Accessibility of ads:

Only 8% of the total samples say that they have never accessed or shown
interest to the ads displayed in social networking sites, while browsing
internet for other communication purposes. And 36% of the respondents use
to access often and were interested to listen to the advertisements of various
brands, 35% user says they listen to the brand communication and also link
to the brand sites to gather more information and 21% of the user access
according to the way 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 . Today's
customers 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 customers
long before first contact with fun, attractive messages and interactions(Table
7).

Brand communication that attracts the users:

Games, quiz and updates of latest information are the kind of interactive
communication messages that attracts 28% of users. 26% of users are
attracted to fan pages and posts. 20% of users are pulled their interests
towards flash ads, 14% of users listened to video ads and remaining 12% of
users are interested to traditional banner ads. Most of the social networking
websites are enabling brands to engage the right people in the right
conversation at right time (Shih, 2009). Nowadays communication on
branding in social networking sites is more personal, contentious, fascinating
and influencing among the user community (Table 8).

Impact of communication:

According to the respondents, 67% of user agreed that the communication

strategy used in brand communication creates impact on certain brands
effectively and also which could helps them to recall the same often and
interactively. 24% of users said that it partially creates impact and traffic of
communication, which result to confusion in users mind. The remaining
respondents almost 9%, says that it does not create much impact on ads but
still effective for other communication purpose like sharing and chatting
information (Table 9).

Content analysis:

The three social networking sites Face book, Twitter andOrkut were chosen
to analyze the units of parameters and the presentations of data are shown in
Table 10.
RESULTS OF THE ANALYSIS
As 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 with
more and more innovative, interactive and interesting kinds of brand
communication messages which make the users to access them and develop
closeness with the different brand communication strategy with attractive
name and its service.

1. The finding of the study states that the audiences respond more to
interactive marketing than the traditional ads followed in internet
advertising.

2. Almost everyone is communicated through social networking sites.

3. Nearly 70% of the audience has impact through ads in social networking
sites and half of them access these ads e.g. games, quiz, events, etc.

4. Users remember the brand by the way they advertise. They respond to any
new form of advertising which interest them.

5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build brand.

6. Users of Face book and Orkut are of same age group and category. In
twitter, people do not show much interest because it‘s just like a micro-
blogging site.

7. Interaction is more in the display banners advertisements in Face book

and Orkut.
NEED FOR THE STUDY

Social Media is the current big buzzword in the world of Internet Marketing,
and with 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 WHY people use these websites, as
there is a broad demographic on these sites. Some people use them for
business purposes, to network and find new deals. Then there are others who
use social networking sites for purely personal reasons and are totally
oblivious to the fact that there is a business presence in the social
networking 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 work in harmony.

To know:

How diverse social networking community could be ?

Are we reaching the right audience, and if so, are we reaching them
effectively?

To know the effectiveness of branding and communicating through SNS.

LIMITATIONS OF THE STUDY

Market research is conducted to various respondents so biases such

as mood, feelings act on research settings.

The responses from the respondents could be biased which

ultimately affects the results shown by marketing research.

This study limits to Noida & Greater Noida.

SCOPE OF THE STUDY

The study would help in gathering the opinion of people for social
networking sites, how do they use it, what are the things that they
do on social and professional networking sites and how these sites
help them in socializing with their personal and professional
contacts.

The study further helps in analyzing the benefits of promoting

through social media, identifying the benefits of branding
and promoting via SNS.

The study will help to formulate and implement Marketing

strategies for Branding, Promoting and communicating the
information to the customers through SNS.
Chapter-6
Conclusion
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 satisfaction. The hidden fact is that
no brand can progress without effective communication strategy to attract
their customers or users. Big and small variety of brands nowadays laid their
base on social network communication to get recognized in the target
market.

Social networking sites users of Face book, Twitter and Orkut have become
a personal, product and corporate branding hub in India nowadays in digital
era. Every brandthat exists on social networking sites has the same core
features and benefits, such as the ability to create a page, share resources,
add multimedia and much more. Social networking sites are filled with
potential users who are mainly young adults. They spend more time in these
networking sites due to heavy commercial contents, entertainment and social
gathering. So, product or service communicators throng their ads in these
areas with more and more interactive and with fascinating factors so that
their brand identity is developed among the right choice of focused
audience. Advertisers and brands uses social networking sites as the major
resource for their promotion and developing brand identity among the
focused market.
SUGGESTIONS
Communication should be more preferred than advertising: people do not
prefer buying products through social networking sites. So, if the brand is
communicated well and remembered by the audience, then it is a greatest
success to the company for their promotion through social media.

Promotional way of advertising is best: the usual banner ads and pop-up ads
make the users to ignore them. So advertising must be interactive,
promotional and in innovative form to hold the audience. It should target the
individuals than the mass. If an ad is hosted for a group then that would be
no advantage in delivering specified information. Adding more multimedia
elements

to have more interactive factors in fan pages and group would benefit the
brand user.
Chapter-7
Annexure
QUESTIONNAIRE
Dear Sir/Madam

I am a student of Galgotias School of business, Galgotias University, Greater

Noida and presently doing a project on “Analysis of Social Networking
Site: A study on effective communication strategy in developing brand
communication“. I request you to kindly fill the questionnaire below and I
assure you that the data generated will be kept confidential.

Name:………………………………………………………….……………

Contact No: ……………………………………………………..

City: ………………………………………State: …………………………..

PART-A

1. Age

Below 30
30-40
40-50
Above 50

2. Educational Qualification

Undergraduate
Graduate
Post Graduate

4. Occupation

Business
Profession
Service
PART-B
4. How often do you use internet?

Once a week
1 or 2 hrs a day
2 to 3 days a week
More than 3 hrs

5. Are you aware of social networking sites?

Yes
No

6. How often do you log in those networking site?

Daily
2 to 3 times a day
Once a week
More than 3 times a day

7. How many SNS profile do you have? Mention the number here and
tick the options…………

Orkut
Face book
Twitter
Others

8. In which SNS do you find ads communicated well?

Face book
Orkut
Twitter
Other
9. What kinds of ads have you come across in these sites?

Web banner
Pop ups
Flash ads
Video ads
Others

10. Do you agree that the ads should appear on SNS?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

11. Have you ever accessed these ads coming on your way?

Often
Sometimes
Never
Depending on ads

12. What kinds of Brand communication attract you in SNS?

Interactive Flash ads

Banner ads
Games, quiz, updates
Video ads

13. Did these kinds of ads made an impact over you?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Charts and Tables-
Is Social Media Marketing Effective?
The rise of Social networking AD spending:
The Social Media Effect:
Chapter-8
Reference
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