Summer Training Project

on
‘STUDY OF SOCIAL MEDIA MARKETING OF CITY WORLD WIDE
EXPRESS’

Submitted in Partial Fulfilment for the Award of the

Degree of B.com (H) 2019-2022

Under the Guidance of: Submitted by:

Ms. Divya Jain Harsh Taldar
(Assistant Professor) 04612388819

Delhi Institute of Advanced Studies

Plot No. 6, Sector-25, Rohini, Delhi-110085
(Approved by AICTE & Affiliated with GGSIP University for B. Com(H), BBA, MBA &
MBA(FM) Programmes)
(An ISO 9001:2015 Certified Institution)
 CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the Project Report titled “STUDY OF SOCIAL MEDIA MARKETING OF

CITY WORLD WIDE EXPRESS” is an academic work done by “Harsh Taldar” submitted in the

partial fulfilment of the requirement for the award of the degree of B.COM (Hons) at Delhi Institute of

Advanced Studies, Delhi, under my guidance & direction.

To the best of my knowledge and belief the data & information presented by him/her in the project has

not been submitted earlier.

Signature:

Name of the Guide: Ms. Divya Jain

Designation: Assistant Professor

CERTIFICATE OF THE INTERNSHIP
 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 –

Ms. Divya Jain - Project Guide, DIAS

 STUDENT DECLARATION

This is to certify that I have completed the “Summer Training Project” under the guidance of “Ms.

Divya Jain” in partial fulfilment of the requirement for the award of Degree of B.com (Hons) at Delhi

Institute of Advanced Studies, Delhi. This is an original piece of work & I have not submitted it earlier

elsewhere.

Date: Signature:

Name: Harsh Taldar

University Enrollment No: 04612388819

 TABLE OF CONTENT

S.no Particulars Page no.

1 Introduction
Introduction of the Topic 1 to 19
Introduction to the Industry and Company
Research Methodology
Meaning of Research
2 Objective and Scope of the Study 20 to 24
Literature View
Data Sources
3 Data Analysis and Interpretation 25 to 32
4 Finding 33
5 Conclusion 34
6 Suggestions 35
7 Limitations 36
8 Bibliography 37
9 Appendix 38 to 41
 INTRODUCTION TO THE TOPIC

Social 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 research to
follow the Customer perception About social media for Brand management.

Quick summary of our primary findings:

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

marketers indicate that social media is important for their business.
 Measurement and integration are the 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
2011.
 E-marketing forms the baseline for 86% of marketers in India.
Promotional communication and newsletters are the primary users of the
use of e-Marketing channels in 2010
 Customer acquisition is the largest driver of e-Marketing for 2011 36% of
Indian marketers invested more than 10% of their budgets in E-Marketing.

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Why Is Social Media Marketing Important Today?

Today's consumers rush to browse social media when they want to know more about an organization or
product because that’s where they’ll find others talking about that business.

What if you don’t have a social media presence? You’ll miss a great opportunity to make an
impression. 

Take a look at these stats from Oberlo to have a feel of why having a sound social media marketing
strategy is imperative to business success in 2020 and beyond: 

 71% of consumers who have had a positive experience with a brand on social media are likely to
recommend the brand to their friends and family.

 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social
media users.

 Facebook alone has over 2.7 billion monthly active users. 

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Your customers and prospects are using social media channels every single day, multiple times a day.
Check out this blog to know how much time an average person spends on social media. 

Social media is an ideal place for brands looking to gain insights into their audience’s interests and
tastes. The way experts see it, smart companies will continue to invest in social media to achieve
sustainable business growth. 

Whether you want to launch a new product or a business, social media is the perfect launchpad to create
a buzz around your initiatives. As we move further into the future of e-commerce, it’s clear that social
media marketing isn’t just an option. 

In an increasingly competitive environment, your business can’t afford to miss out on social media. 

It's especially competitive in the social media influencer space, where there are thousands of new
influencers starting a brand every day.  If you're trying to build more of an online presence to become a
social media influencer, make sure to read our comprehensive guide.

5 Benefits of Social Media Marketing 

The concept of social media marketing has evolved over the years. A few years ago, the sole purpose of
using social media channels was to generate website traffic.
Today, it has developed into something more than just a place to broadcast content. 
You can have a social media marketing strategy in place to achieve a broad range of benefits from
creating two-way conversations with potential customers to expand the reach of whatever you’re selling.

I am going to mention the top 5 benefits of social media marketing: 

1. SMM Consistently Warms up a New Audience for your Business

3
  

There’s nothing worse than facing a cold audience or people who haven't interacted with your brand
before.
Social media marketing opens up doors to tools and tactics that make it easy to warm up a new audience
for your business. 
Facebook and other social platforms allow you to use content to connect with the potential audience and
warm them up. While it’s hard to get people’s attention, you can easily break through the noise with
engaging content.
For example, creating an interesting Facebook video ad can drive people to know more about you. 

2. SMM Builds Stronger Relationships with Customers

If you think social media marketing is all about selling and promoting, rethink.
Successful brands connect and engage with their social media audiences to build lasting relationships.
For instance, when they share something on a platform, they respond to whoever leaves a comment or
question to provide them any assistance they may need. 
Rather than selling your products or services, you can simply ask your social media followers questions
about your products or share something that could make life easier for your audience.
This way, you build trust and show them how much you care about their needs and opinions. 
It's always a must to serve people first before asking them to invest with you.
For example, one of our best social media strategies that we use is our Entrepreneur Cooperative
Facebook Community. 
We use this Facebook group as a place to talk about life and business, share cool thoughts and strategies,
and really just get to know other like-minded people like us.
A Facebook group is a great way to use social media to grow a loyal audience of people who will
advocate for your business or brand for a lifetime. 

3. SMM Generates More Leads & Conversions

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Platforms like Facebook, Instagram, Twitter, and Linkedin allows companies to generate leads. You can
use a mix of paid and organic tactics to boost conversions.
Video marketing, paid ad campaigns, giveaways, and email opt-ins are some of the leading strategies to
get prospects into your sales funnel.
For example, running a giveaway campaign on Facebook can help you boost your list of qualified email
addresses. 
Since everything happens online, SMM is a measurable, quicker, and easier way to build a database of
prospects. With increased visibility, your business finds plenty of opportunities for conversion.
Compelling content can lead your social media followers to your company’s website and turn them into
loyal customers. 

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4. SMM Gives you a Leg up on Competitors
 

 
There’s a lot to learn from your competitors’ social media presence, especially if you have just started
exploring social media and lack good marketing ideas. 
Progressive companies always monitor their competition to see what’s working for them and whatnot.
Tracking what your competitors are up to should be a key part of your social media marketing strategy. 
You can start experimenting with things that are working for your competitors.
For example, if paid Facebook ads are generating good results for your competitors, you should try it
too. However, you shouldn’t copy your competition in a way that could hurt your reputation. Make sure
to stand out. 
If you would like to see what type of Facebook ads your competitors are showing their audience, you
can see everything they are doing by visiting Facebooks ad library.

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The ad library provides advertising transparency by offering a comprehensive, searchable collection of
all ads currently running from across Facebook apps and services, including Instagram.

5. SMM is Cost-Effective
Social media marketing is probably the most cost-efficient and diverse way of promoting a business.
It doesn’t cost anything to create a profile on most social networking sites. In case you want to run a
paid campaign to boost your content, the cost is relatively low as compared to other advertising
platforms. 
When done well, your chances of producing greater returns on your investment are higher. If paid
advertising is a part of your social media marketing strategy, be sure to start small and work your way
up as you become more comfortable.
There’s always something you can do to improve your digital advertising results. One of the benefits of
social media marketing is that it allows you to track your performance and fine-tune your strategy using
real-time data.

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 INDUSTRY OVERVIEW

Marketing 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

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Different Methods of Social Media Marketing

Social network marketing is popularly called 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 on the Internet all types of products have been marketed online without
much effort. The Internet attracts many business people to promote their business online. Social network
marketing has grown to such a height that today many people can't earn without it.
Some of the most recognized network marketing tools are Facebook, Myspace, and LinkedIn. Twitter
became a regular place for people who have newly entered the field of social network marketing.

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

Personal website or blog: It is important to have a 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.

Article selling: It is also the best and cheap internet marketing method. It is a mode of advertising our
trade just by writing articles and attracting an endless number of users across the 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 benefited from their articles.

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

Use social networking websites: Social networking websites like Twitter, Facebook can be used to
promote your sales. These provide the best platform for all who are thinking of online marketing.

Video promotion: Use several video distribution websites for your marketing. These websites upload
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 YouTube. It seems it is the easiest way of marketing than any other mode
since many people will be interested in view videos rather than word form of advertisement.

Press Release or media release: It attracts several public clients and increases relationships among
them.

Search Engine Optimization: It improves the traffic to your website by providing quality web content.

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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
re-post comments made by the product being promoted. By repeating the message, all of the user‘s
connections can 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.

 Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their customers. However,
organizations must protect their information as well as closely watch comments and concerns on the
social media they use. A flash poll was done on 1225 IT executives from 33 countries revealed that
social media mishaps caused organizations a combined $4.3 million in damages in 2010. The top three
social media incidents an organization faced during the previous year included employees sharing too
much information in public forums, loss or exposure of confidential information, and increased exposure
to litigation
An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When
Kenneth Cole tweeted, "Millions are in uproar in #Cairo. The Rumor is they heard our new spring
collection is now available online at [Kenneth Cole's website]".This reference to the 2011 Egyptian
Revolution drew an objection from the publi

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General Social Networking Statistics

 62% of adults worldwide now use social media

 Social networking is the most popular online activity, with 22% of time online
spent on channels like Facebook, Twitter and Pinterest
 65% of the world’s top companies have an active Twitter profile
 90% of marketers use social media channels for business, with 93% of these
rating social tools as ―important‖
 43% of marketers have noticed an improvement in sales due to social campaigns
 72% of marketers who have worked in social media for three or more years said
that they saw a boost in turnover due to social channels (the longer you’re
working in it the better you get)
 91% of experienced social marketers see improved website traffic due to social
media campaigns and 79% are generating more quality leads.
 The average time spent by marketers on social media is 1-5hrs per week for those
just getting started and 6+ hours per week for those with 3+ years of experience
 The most popular social networking tool for marketing is Facebook – being used
by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
 LinkedIn is 4X better for B2B lead generation than Facebook and Twitter
 Only 10% of marketers are actively monitoring social media ROI Only 22%
of businesses have a dedicated social media manager 23% of Fortune 500
companies have a public-facing corporate blog
 58% of Fortune 500 companies have an active corporate Facebook account, 62%
have an active corporate Twitter account
 47% of customers are somewhat likely to purchase from a brand that they follow
or like

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Indian Market:

 India’s Internet economy is expected to reach Rs. 10.8 trillion by 2016, as the
country’s growth rate in this segment is far ahead of many of the developing
nations, reported by BCG.
 According to BCG, the Indian Internet economy contributed 3.2 trillion rupees
to the overall economy in 2010, 4.1% of the country’s GDP, & could triple in
4 years.
 More than 39 million Internet users who form 86% of the total Internet
audience, visited social networking sites in July 2011.
 The total Indian social networking audience grew 43 per cent in the past year,
more than tripling the rate of growth of the total Internet audience in India.
 India now ranks as the seventh-largest market worldwide for social
networking. India is adding Internet users at the rate of almost 5-7 million a
month, and at the current pace, it will surpass the US, which has about 245
million users, in less than two years.
 The 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.
 India has close to 10 million online shoppers and is growing at an estimated
30%.
 India e-tailing market in 2011 was about $600 Mn and expected to touch $9
Bn by 2016 and $70 Bn by 2020 – estimates country the third-largest Internet
market in the world after China and the United States.
 There are more Internet users in towns with a population of less than 5 lakh
than in the top eight metros put together.
 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%.
 The survey found that more than 75% of Internet usage is among school- and
college-going students and those who have recently graduated.
 Mumbai has the highest number of Internet users (6.2 million) followed by
Delhi/NCR (5 million), Kolkata (2.4 million), and Chennai (2.2 million).
 The percentage of companies using social media in the top 5 markets is:
o China: 82%
o USA: 71%
o India: 70%
o Brazil: 68%
o Canada: 51%

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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 200 when just 20% of marketers used social media.

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 COMPANY OVERVIEW

Introduction to the Company:

CITY WORLD WIDE is proud to have a can-do attitude backed up by 17 years of experience.
Embarking on a journey in 2002 with only two offices in Delhi & Mumbai, we have spread our
unstoppable presence across the country. We are humbled by our phenomenal success with a turnover of
more than 240 crores (FY 2018-2019). Currently, we handle over 2 lakh consignments whilst serving
over 5000 pin codes every day.
In 2010, we successively launched our premium product - Prime Track which guarantees rapid service
and prompt delivery. It has been remediated to cater to valuable and urgent consignments.
As a growing family of 10,000 diverse employees, successful business associates and dedicated
franchisees, we promise to fulfil customer requirements.
In future, we hope to grow further in terms of revenue, profit and the quality of our services.

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 Our Mission

We provide products and services to build trust and improve the lives of consumers, small businesses,
enterprises and our growing team of employees and partners. We are disrupting India’s logistics industry
through our proprietary network design, infrastructure, partnerships, and engineering and technology
capabilities. Delivery brings unparalleled cost efficiency and pan-India reach to the businesses of over
17000 customers. We are driven by a mission to shrink time and distance, making the world a smaller
place for our customers and the over a billion consumers they serve.

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 Vision

We operate one of India’s fastest express parcel transportation networks with fully integrated and self-
owned pickup, mid-mile, and delivery operations that successfully reach 30 households every second
across India. Our in-house transport management platform enables our clients to schedule pickups, track
orders in real-time, manage returns and replacements with ease. We offer flexibility to clients through
delivery time choices and flexible payment options.

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Swot analysis: social media

Strengths:

● Company is expected to give good quarter turnover.

Weaknesses:

● Stock is trading at 25.12 times its book value.

● The company has delivered a poor sales growth of 5.11% over the past five years. The
company's cost of borrowing seems high.

Sticking with the same courier can provide customers with a feeling of reassurance, so this will allow
you to retain your customers and gradually build your client base over time. A common weakness for
parcel delivery companies is the lack of technology within them.

Opportunities:

 Creating/joining an online presence on sites where the company currently doesn’t exist is, 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
the opinion of other individuals more than whatever a company may say about their offer. If your
company is present in an interactive environment like social media, the opportunities increase
 Developing a following/ audience that auto-nurture themselves f: Your efforts in social media,
together with the effort of your following may mean that your audience becomes your best

17
 salespeople
 The talent coming your way effortlessly: 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:
The competitor is going after the same space or the same audience with a similar campaign and the
question also arises whether the current campaign is sustainable, can it continue? There can be the threat
of Attitudes on privacy: while later, 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 oversharing 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 get dangerously spam. The
market doesn‘t have a 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

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Analysis Of Social Networking Sites

A study on effective communication strategy in developing brand communication

The Internet is the emerging information technology with the credibility of immediacy and fastness.
thus, it brings globalization in every aspect of communication. Communication through the 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
Facebook, Twitter. They not only create an impact on the audience but also make them interact with the
marketing statistics created. People get attached to brand communication in social networking sites than
usual banners 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 that are mainly accessed by Indian users. This research attempts to
find the effectiveness of brand communication strategy in promoting and advertising their Brandon
social networking sites. The effectiveness is determined with the help of a survey from people who use
these sites, and the content of three social networking sites is analyzed.

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 customer-centric in nature. Customers
play an important role in any major or minor communication because they are the ones who are going to
decide the fate of the advertising communication. Some benefits of social network advertising include
Popularizing your brand, idea, or service to the target group.

1. Informing the target audience about your brand or service’s presence in

the market.

2. Encouraging healthy competition in the market.

3. Providing social benefits for the brand.

4. Making the audience interact and keep them intact with the brand.

Advertising on the internet provides a major contribution to brand competition in the market.

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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, Facebook, Twitter, and Orkut have become personal, product, and
corporate branding hubs 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). 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 sites serve 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 on social networking sites and analyze its reach
among the people and their perceptions in this research.

In the 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 participate in this kind of
advertising. This is mainly studied on networking sites that are popular among Indian users such as
Facebook, Twitter. This study would help the advertisers to understand the effective communication
strategy to communicate their brand among the users.

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 REASEARCH METHODOLOGY

Objectives of the study:

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

 To study the effectiveness of brand communication through social networking
sites from its users and communicators.
 To find the impact of interaction through this communication among Indian users
(concerning Facebook, Twitter).

Scope of the study:

 To analyze and find the effectiveness of communication strategy in developing a brand,

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

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Data Sources

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 forms of communication. And
content analysis is another method used to analyze the communication strategy of different social
networking sites with certain parameters among the top three Indian social networking sites
which are tabulated with results.

Research design:

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

Survey:

 The survey was conducted randomly among Facebook, Twitter, and Orkut user communities by
sending questionnaires online to collect the individual opinion from the respondents.

Sampling:

 The sampling technique is used to collect opinions from the online respondents. The total
population is the 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.

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Content Analysis

In content analysis, the following three popular social networking sites were selected to find effective
brand communication among their 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) Ad’s placement: how do these sites place their ad on 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.

23
 DATA ANALYSIS AND INTERPRETATION

Usage of the internet by the user:

It has been found that 12% of the audience use courier services 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 the internet more than 3 h a day. It is understood that the new COURIER and its technology is
an emerging trend in communication which attracts almost all the people if they know about Sending
courier. So, this digital media has more snatchers towards its communication and the internet is
becoming part of necessary communication among the students and professionals, etc.

Awareness of courier 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
themselves to others (Donath and Boyd, 2004). Social networks have grown rapidly, and some like
Facebook, have achieved the mass market and penetrated in a few months since their inception, such
applications have infringed their users in different strategies to interact with more people.

24%

67%

24
Ads in different Courier networking sites:

From the earlier mentioned, it is found that 45% of the users find Facebook as a well-communicated
social networking site, which promotes more brands and advertisements, gives information about
products and services 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
have effective communication of advertisements. 28% of users find Instagram as the second option in
communicating brand advertisements (Table 4).

28%
Instagram (%)

9% 67%

24%

25
Exposure of different kinds of ads of courier business

From the data, it is found that 32% of respondents have come across web banner ads in these social
networking sites like Facebook, Twitter, and Instagram whereas 8% cut across pop up ads and flash ads
in various websites and 31% of users found video ads in YouTube and other sites. Google, Yahoo, and
News International have bought themselves a presence in the social networking arena with different
communication strategies to have an 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).

14%

28%
67%

9%

24%

26
Courier creates on ads:

From the survey data, it is understood that 38% of users agreed and were satisfied with ads appearing on
social networking sites, whereas 11% of the users disagreed and were 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).

9%

24%

67%

27
Accessibility of ads:

Only 8% of the total samples say that they have never accessed or shown interest in the ads displayed on
social networking sites while browsing the 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's 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).

28
Brand communication that attracts the users:

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

14%

28%
67%

9%

24%

29
Impact of communication:

According to the respondents, 67% of users agreed that the communication strategy used in brand
communication creates an impact on certain brands effectively and also which could help them to recall
the same often and interactively. 24% of users said that it partially creates impact and traffic of
communication, which confuses the sampling the user’s mind. The remaining respondents almost 9%,
says that it does not create much impact on ads but is still effective for another communication purpose
like sharing and chatting information (Table 9).

9%

24%

67%

30
Content analysis:

The three social networking sites Facebook, Twitter, and Orkut were chosen to analyze the units of
parameters and the presentations of data are shown in Table 10.

31
 FINDINGS

As seen earlier, the various brand communication factors involved in these kinds of social media
advertising and day by day competition among the brand's 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 access them and develop closeness with the different
brand communication strategy with an 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 communicates through social networking sites.

3) Nearly 70% of the audience has an impact through ads on social

networking sites and half of them access these ads, ex- games, quizzes,
events, etc.

4) Users remember the brand by the way they advertise. They respond to any
new form of advertising which interests 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 a brand.

6) Users of Facebook and Orkut are of the same age group and category. On
Twitter, people do not show much interest because it‘s just like a
microblogging site.

7) Interaction is more in the display banners advertisements on Facebook and

Instagram.

32
 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 an effective communication strategy to attract their customers or users. A 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 Facebook, Twitter, and Orkut have become a personal, product, and
corporate branding hub in India nowadays in the digital era. 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. Social networking sites are filled with potential users who
are mainly young adults. They spend more time on these networking sites due to heavy commercial
content, entertainment, and social gathering. So, product or service communicators throng their ads in
these areas with more and more interaction and with fascinating factors so that their brand identity is
developed among the right choice of the focused audience. Advertisers and brands use social networking
sites as the major resource for their promotion and developing brand identity among the focused market.

33
 SUGGESTIONS

 Identify your competitors and know the type of marketing they are adopting. This is the best
way to create the Unique Selling Proposition of your courier services. Set an objective—
marketing can be to create awareness about your brand, increase order size, or tell clients about
your new services.
 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 to find new deals. Then others use social networking sites for
purely personal reasons and are 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:

o How diverse a social networking community could be?

o Are we reaching the right audience, and if so, are we reaching them
effectively?
o To know the effectiveness of branding and communicating through
SNS.

34
 LIMITATION

 The scope of this project was limited to the information which was provided by the people.
 Due to the large number of population using social networking sites it was not possible to collect all
the information from each of them.
 The time frame of study is not enough to gather all information.
 The area of survey was limited to the target audience only.

35
 BIBLIOGRAPHY

Books Reference:

 The New Rules of Marketing and PR

 The End of Marketing

 See You on The Internet

 Brand Storytelling

 Social Media Marketing Workbook

Internet Sources:

 Wikipedia.com

 Kumc.edu.com

 Wordsstream.com

 Buffer.com

 Investopedia.co

36
 QUESTIONNAIRE

Name:………………………………………………………….……………

Contact No: ……………………………………………………..

City: ………………………………………

State: …………………………..

1. Age

● Below 30

● 30-40

● 40-50

● Above 50

2. Educational Qualification

● Undergraduate

● Graduate

● Post Graduate

3. Occupation

● Business

● Profession

● Service

4. How often do you often use courier services?

37
 ● Once a day

● 1 or 2 hrs a day

● 2 to 3 hrs a day

● More than 3 hrs a day

5. Are you aware of Courier services near you?

● Yes

● No

6. How often do you log in to track your parcel?

● Daily

● 2 to 3 times a day

● Once a week

● More than 3 times a day

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

● Blue dart

● Trackon

● Dtdc

● Others

8. In which courier do you find communicated well?

● Blue dart

● DTDC

38
 ● DHL

● Other

9. What kinds of ads have you come across on these sites?

● Pop-ups

● Flash ads

● Video ads

● Others

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

● Strongly Agree

● Agree

● Neutral

● Disagree

● Strongly Disagree

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

● Often

● Sometimes

● Never

● Depending on ads

12. What kinds of Courier brands attract you to SNS?

● DHL

● FEDEX

39
 ● DELIVERY

● TRACKON

13. Did these kinds of ads make an impact on you?

● Strongly Agree

● Agree

● Neutral

● Disagree

● Strongly Disagree

40