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Project Report - Social Media Marketing
Project Report - Social Media Marketing
The successful completion of this project was a unique experience for us and we
achieved a better knowledge about Social media marketing in India. The
experience which we got by doing this project was essential to our future. The
information in this project being submitted by us contains detailed analysis of
the research undertaken by us. The research provides an opportunity to us to
devote our skills, knowledge and competencies during our knowledge gathering
sessions of marketing management.
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 –Mr. Mayank Kumar-
Manager, Marketing Media Central, Dr. Monika Shekhawat-HOD, Mentor,
RIET College. Finally, we are thankful to our entire Media Central team
who has given the full support in collecting the required information and
continuous help during the project.
Table of Contents
Executive Summary
Part – 1
a) Introduction
b) Industry Overview
c) Company Overview
d) Key Offerings
e) Timeline
f) About the founder
g) Organisational Vision, Culture & Key Departments
Part – 2
SWOT Analysis
Part - 3
a) Introduction
b) Objectives
c) Literature Review
d) Research Methodology
Part – 4
a) Data Collection Procedures
b) Research Designs
c) Survey
Part – 5
a) Sampling Techniques
b) Content analysis review
Part – 6
a) Data Analysis
b) Demographic Profile
c) Hypothesis Testing
d) Hypothesis
e) Findings
f) Recommendations
g) Conclusion
h) Scope for Future Research
i) References
j) Annexure
DECLARATION
Samrat GV Singh
MBA (2017-2019)
Date:
Executive Summary
1. 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.
2. Facebook and Twitter are the most popular social media platforms for
brands to be present on, followed by YouTube and LinkedIn.
3. Almost all the brands have their own website; a considerable number of
brands also have a mobile website and a mobile app. There is a significant
overlap among brands that have apps with those that have a mobile-friendly
website, which indicates that these brands are looking at mobile as a
separate engagement channel.
4. Despite the focus on social media, surprisingly, brands still considered
website as the most effective platform for customer engagement, followed
by Facebook, mobile sites, Twitter and mobile apps.
5. Brands are advertising on web, social and mobile, and driving traffic across
channels by cross-linking various platforms to attract users to their digital
touch points.
6. Brands are also looking to create compelling content such as storytelling,
contests and “creating strong content capsules where brand and brand
purposes are effectively interspersed” to drive users to digital and social
media channels.
7. This also includes publishing content that includes industry trends and
other points of interest to their users, as opposed to only product and
service-related information.
8. Instagram has gained immense popularity and is preferred by brands and
consumers alike. 60% of the brands we surveyed leverage Instagram as
a crucial social media tool.
9. Report indicates that businesses are using 360° integrated campaigns/omni-
channel approaches to marketing, indicating that digital and social media
marketing is being integrated with traditional marketing strategies to
engage with customers through multiple touch points.
10. The number of brands spending 16% or more of their marketing
budgets on social media has increased over the last few years. Moreover,
for the first time in three years we are seeing some brands specify that
they spent more than 31% on social media.
11. The top-three challenges faced for marketing a brand on social
media were — sustaining or increasing engagement rates, content creation
and measuring effectiveness. These were same in the last edition, though
percentages varied marginally.
12. The top challenges to attract users to digital touch points relate
to effectively defining the target group/audience and the lack of dedicated
budgets for these channels/advertising.
13. While brands usually integrate their social media with their web or
mobile commerce initiatives through cross-linkages between platforms,
surprisingly, not all businesses link their website or app to their social
media channels.
14. Despite the statistics that show referrals from peers being
considered trustworthy, 16% of brands still do not allow word-of-mouth
(WOM) referrals through social sharing, which means they are not
leveraging the benefits of using their user base for WOM marketing.
15. To gain customer feedback, 88% of respondents conduct social
listening; however, only 56% brands use a listening tool (the most common
being Radian6, followed by Meltwater and Sysomos).
16. While 60% of brands still rely on traditional channels such as call
centers and email for Customer Servicing, 60% brands are also providing
Customer Servicing on social media.
17. Engagement (92%) and social reach (80%) are clear priorities
for majority of the brands surveyed, and 68% of participants also track
brand mentions.
Part -1
INDUSTRY OVERVIEW
Besides research, various companies provide specialized platforms and tools for
social media 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 away that your recipient will be impressed to get back to you.
5. Use social networking websites: Social networking websites like
Twitter, Facebook can be used to promote your sales. These provide
best platform for all who are thinking of online marketing.
INDIAN MARKET
a) India‘s Internet economy is expected to reach USD 250 billion, by
2020, as the country‘s growth rate in this segment is far ahead of many
of the developing nations, reported by BCG.
b) According to BCG, the India Internet economy contributed to 10 trillion
rupees to the overall economy in 2018, 4.1% of the country‘s GDP, &
could triple in 4 years‘ time.
c) More than 420 million Internet users who form 86% of the total
Internet audience, visited social networking sites in June 2017
d) The total Indian social networking audience grew 45 percent in the past
year, more than tripling the rate of growth of the total Internet
audience in India
e) India now ranks as the seventh largest market worldwide for social
networking India is adding Internet users at the rate of almost 5-7million
a month, and at the current pace it will surpass the US, which has
about 245 million users, in less than two years.
f) Active user base per month in India is close to 30 Million marks which
is still a pretty large market but not as big as portrayed by some
consultants.
g) India has close to 10 million online shoppers and is growing at an
estimated 30%
h) India e-tailing market in 2011 was about $600 million and expected to
touch $9 Billion by 2016 and $70 Billion by 2020 esti the country the
third-largest Internet market in the world after China and the United
States.
i) There are more Internet users in towns with a population of less than 5
lakh than in the top eight metros put together.
j) About 2 billion people worldwide access the Internet and 25% of them
are from China. India contributes about 6% to the world's Net population
and the US 12.5%.
k) The survey found that more than 75% of Internet usage is among
school- and college-going students and those who have recently graduated
l) Mumbai has the highest number of Internet users (16.6 million)
followed by Delhi/NCR (12.15 million), Kolkata (6.27 million),
Bangalore (6 million) and Chennai (5.58 million).
m) The percentage of countries using social media in top 5 markets is:
1. China: 82%
2. USA: 71%
3. India: 70%
4. Brazil: 68%
5. Canada: 51%
Emarketer estimates advertisers will spend $3.63 billion in the US and over
$4 billion more in the rest of the world on social networking sites this year.
And that‘s just paid ad spending.
When the Association of National Advertisers (ANA) surveyed US
marketers this year, 90% said they were using social networks for their
efforts about even with last year, at 89%. While this percentage has risen
dramatically since 2007, when just 20% of marketers used social media,
growth has plateaued and shifted to other new digital media platforms instead .
1. India has world’s largest number of Facebook Users with over 195
million users, overtaking US by over 4 million subscribers.
2. There are 155 Million Monthly Active Users (MAUs) in India, of
which 147 Millions MAUs access Facebook via Mobile Phones and 73
Million users are active daily on Mobiles.
3. Top 5 countries accessing Facebook are India, USA, Brazil, UK and
Germany.
4. Key Facebook Users from India are aged 18-24, which is the largest
and fastest growing population segment.
5. A users revisits Facebook more than 3 times in a day.
6. Indian users can access Facebook in 12 languages and 670 Million users
are connected to at least one News Publishers page.
7. In India, 76% of Facebook users are Men, and 24% users are women,
which illustrates the barriers women face in India to access technology
and information.
8. Most popular Indian Brand on Facebook is Aaj Tak with 14.4 million
global fans.
9. Prime Minister Narendra Modi is the most popular Indian on
Facebook with 32.9 Million likes as of 2nd quarter of the year.
Deepika Padukone is 2nd most popular person with 31 Million likes.
10. Rajnikanth VS CID jokes is the most followed Indian Facebook Page
with over 11,894,377 likes.
11. Nearly 52% of Facebook Users in India hesitate or aren’t bothered to
mention relationship status on their profile.
12. In India, Facebook is the only social network to cross 150 Million
Users.
1. There are over 30 Million LinkedIn Users in India, while 467 million
users globally.
2. LinkedIn, comparatively, is the fastest growing professional network in
India.
3. Currently, LinkedIn is the most frequently used social network for
recruiting, because it results in the most successful hiring.
4. Most active users on LinkedIn India are of age group 24-35.
5. 46% of LinkedIn users are Female and 54% are Male.
6. Microsoft acquired LinkedIn for $26 billion in 2016.
7. Top 5 countries posting on LinkedIn are USA, India, Japan, UK &
Brazil.
8. India accounted for 6.76% of regional distribution of LinkedIn traffic
after United States with 33.53%.
9. A profile with photo makes users 36 times more likely to get a
message on LinkedIn, while it makes 14 times more likely to be found
on LinkedIn.
10. . Every second 2 members join LinkedIn.
1. YouTube, the video-sharing site has more than 60 million unique users in
India with users spending over 48 hours a monthly viewing video
`content.
2. More than half of YouTube viewers watch YouTube Videos on their
Smartphone or tablet.
3. ChuChu TV is the most subscribed animated YouTube Channel in
India with 3.43 million views, followed by CVS 3D Rhymes having 2.16
million views.
4. T-Series has the largest audience on YouTube India with total views of
12,505,859,352 followed by ZeeTV with total views of
6,364,519,553.
5. Actor wise, Ranveer Singh has largest audience of 4,091,138 views,
and Vir Das is second most popular Actor on YouTube with total views
of 2,627,336.
6. Tanmay Bhat is India’s top YouTube star (co-founder of All India
Bakchod (AIB) having 1.55 Million subscribers and 143.23 million
views.
7. The estimated earnings of ChuChu TV is $220,000-500,000 per
month.
8. Over 70% of YouTube viewers in India are aged below 35, female
users’ accounts for 38% and Male users are 62% on YouTube.
9. When compared to last year, YouTube in India is up by 90% while the
watch-time has grown by 80% in 2016.
10. Top 5 countries viewing YouTube are USA, India, Japan, Russia
& Brazil.
11. Globally, YouTube is the 2nd biggest search engine after Google.
1/3 of Internet users use YouTube. Monthly 6 Billion hours of videos
are watched on YouTube.
12. The Partnership Program of YouTube gives 55% of the
advertising revenues to the creators.
Pinterest Stats and Facts From India.
1. Globally, there are 176 million registered Pinterest users out of which
110 million are active users.
2. After Facebook and Twitter, Pinterest is 3rd most popular social
network in India.
3. 80% of traffic to the site comes from Mobile device.
4. Pinterest has 80% female users and 20% male users.
5. Majority of daily active users on Pinterest are under 40.
6. The site generates more than 400% revenue per click as Twitter and
20% more than Facebook.
7. The most browsed categories on Pinterest include- DIY & Crafts,
Fitness, Home Décor, Food & Drink.
8. 92% of overall Pinterest posts are photos.
1. In India, there are over 462 Million internet users and 200 Million are
active social media users
2. In 2016, 24.33% of Indian Population accessed Internet via Mobile
phone and the trend is predicted to grow at 37.36% by 2021.
3. India is second largest online market behind China.
4. Internet usage is male dominated in India with 71 percent to 29 percent
female.
5. Google+ is 2nd most used in India with 82% accounts after Indonesia with
83% accounts.
6. Activities on Social Networking sites are high between 6 PM to 10
PM.
7. Mumbai and New Delhi accounts highest traffic to social media sites.
8. Over 60% of active social network users are college going students.
1. SnapChat, the messaging app has more than 150 million daily active
users, which is bigger than Twitter.
2. 52 per cent of Indian instant messaging users are on WhatsApp, 5th
most downloaded application in the world.
3. India is top country to use WhatsApp Application followed by Brazil,
Italy, Turkey and Spain.
4. Globally, 64 Billion messages are sent on WhatsApp messenger.
5. 42 per cent use Facebook Messenger. Skype is used by 37 per cent.
WeChat has a 26 per cent share in the market.
Content Marketing Facts
Objectives
Background
Management Directory
Services
GIS & RS
Technologies Work On
Software Work
a) Pathology Management System
b) Diagnostic Management System ( Diagnostic Made 5.5 )
c) Clinic Management System
d) Pharmacy Software
e) Financial Accounting
f) Manufacturing Management System
g) Auto / Auto Parts Management System
h) F.M.C.G. / Departmental Software
i) Transport Management System ( Transport Made 11 )
j) Garment Management System ( Garment Plus 13 )
k) Hotel Management System ( Hotel Made 12 )
l) Jewellery Management System ( Jewellery Plus 8.0 )
m) Restaurant Management System ( Restaurant Plus 4.0 )
n) Pathology Management System ( Lab made 8.0 )
o) School Management System
p) Cold Stores Management System ( Cold Stores Plus 3 )
q) Milk Dairies Management System
r) Pharmacy Management System
s) Footwear Management System
t) Institute Management Software
u) Retail Management Software
Contact
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
yourfriends (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. While Twitter 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. Only40%.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:
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.
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 the advertisers 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 Instagram 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 analysed to
find the impact among the users.
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 Facebook, Hi5 and MySpace. 2.6 billion min are spent
on Facebook 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.
236 J. Media Commun. Stud.
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
nearly140- 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 .
Stroud (2015) 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 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 (2012) says that Face book is becoming one of the great internet
communications of people time now days. Whereas many companies have tried to
emulate Facebook‘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, jewellery/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, 2009).
RESEARCH METHODOLOGY
To analyse 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
analyse 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
Facebook, Twitter.
Survey
Survey was conducted randomly among Facebook, Twitter 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.
Content analysis
In content analysis, the following three popular social networking sites were
selected to find the effective brand communication among its users (Facebook,
Twitter).
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.
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.
1. Target Group
Nearly 54% lie in the age group 16 – 30. Graduates and students of all
age 16% stay updated with news, 22% for stay in touch with friends and
to update status. Graduates > 16 yrs53% < 25 years, 32% between
25 - 34 years. Graduates, students of all ages
3. Ad placements
Generally placed right hand side corner and in wall posts, Right hand side
top.
4. Communication strategy
Brand promotion, to sell, users to interact, brand identity, sharing, fan and
follow ups. Managing online reputation.
Regular feeds from brands and retain the brand identity with users
Using ad tracker, particular groups are selected and ads are hosted,
themes and fan pages are one among the form.
5. User interaction
Through fan pages, posts, events and games.
To retweet and reply. Share messages among brand followers
Through fan pages and click ads.
7. Accessibility
Clean and clear. Ads and content gets loaded fast. Friendly user interface
Easy loading and no time out
Same as Facebook, but contents get loaded slower than other two.
8. User interest
Expect brand to be communicated through games, fan pages and events
Regular updates from following brands
Usually banner ads and optimization ads. So no expectations
9. Customization
People can create their own ad and upload, sell products through market
place option
Can create own fan pages and send posts to users and can also create their own
ads. Sites have their own space in their web pages for promoting ads.
Communication strategy and user interaction are unique among each site.
Facebook promote and allows user interaction, Twitter regularly feed posts
regarding the brand and promote through click ads and promotional brand pages.
Facebook and Instagram follows a default backdrop and text whereas twitter
can be customized. Accessibility is more in Face book than others. Twitter
show importance only for text.
CONCLUSION
SUGGESTIONS
REFERENCES
http://www.ey.com/in/en/services/advisory/ey-social-media-marketing-
india-trends-study-2016
https://en.wikipedia.org/wiki/Social_media_marketing
https://dazeinfo.com/2014/11/05/internet-users-india-mumbai-tops-
followed-delhi-kolkatta/
https://simplymeasured.com/blog/new-study-80-of-fortune-500-
companies-active-on-facebook-and-
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