SUMMER INTERNSHIP REPORT ON

A STUDY ON SOCIAL MEDIA MARKETING USED BY

BLOOMBUZZ

Submitted in partial fulfillment of requirement of Bachelor of

Commerce (Hons.)
5th Semester (Morning) Batch 2018-2021

Submitted to: Submitted by:

mr. Rajvinder Singh Johal Piyush Sethi
Assistant Professor 41214188818

JAGANNATH INTERNATIONAL MANAGEMENT

SCHOOL, KALKAJI

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 CERTIFICATE OF COMPLETION

This is to certify that PIYUSH SETHI (41214188818) BCOM(M) 5th semester

from Jagannath International Management School, Kalkaji, has competed
her project on the topic “A STUDY ON SOCIAL MEDIA MARKETING USED
BY BLOOMBUZZ.” under my guidance towards the partial fulfillment of
Bachelor of Business Commerce (Bcom). This Report is the result of her
own work and to the best of my knowledge no part of it has earlier comprised
in any other report, monograph, dissertation or book. This project was
carried out under my overall supervision.

Signature of guide

Rajvinder Singh Johal

(assistant professor)

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CERTIFICATE OF COMPANY

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 DECLARATION

A study into the process of brand awareness and perception through digital media
marketing is completed under the guidance of Mr. Rajvinder Singh Johal and is
the original work done by me and it has never been submitted elsewhere.

Student name : PIYUSH SETHI

Enrollment no.: 41814188818

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 ACKNOWLEDGEMENT

I would like to express my sincere thanks and gratitude to Ms. Kriti Mittal , co-
founder, for providing us an opportunity to work in BLOOMBUZZ . For
entrusting me and providing me valuable inputs for my project “A STUDY ON
SOCIAL MEDIA MARKETING USED BY BLOOMBUZZ.”

Without her kind direction and proper guidance this study would have been a
little success. In every phase of the project his supervision and guidance
shaped this report to be completed perfectly.

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 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 main stream. 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.

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 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 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.
 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 2011

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 TABLE OF CONTENT

S.No Title Page No

1 Certificate Of Completion 2

2 Declaration 3

3 Acknowledgement 4

4 Executive Summary 6

5 Chapter 1 : Introduction 9

6 Chapter 2 : Objectives 34

6 Chapter 3 : Literature Review 36

7 Chapter 4 : Company Profile 45

8 Chapter 5 : Methodology 48

8 Chapter 6 : Analysis & Interpretation 51

of Data
9 Chapter 7 : Limitations 62

10 Chapter 8 : Recommendation & 64

Conclusion

11 Chapter 9 : Annexure 66

12 Chapter 10: References 68

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 LIST OF FIGURES

Figure No. Page No.

Figure 1 Social content optimization 13

Figure 2 social marketers top goals 14

Figure 3 facebook summary 16

Figure 4 why customers unfollow brands on 17

social media

Figure 5 facebook analysis 18

Figure 6 which teams social marketers 19

consult and share data

Figure 7 facebook analysis 21

Figure 8 group analysis 23

Figure 9 social media funnel 27

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CHAPTER-1
INTRODUCTION

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 INDUSTRY OVERVIEW

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

social media content marketing

Social content marketing is the area where content marketing and social
media/business meet. With an increasingly connected consumer and social B2B
buying journey, the attention for social content marketing tactics and strategies is

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growing. However, the term isn’t only about social sharing or optimizing content for
social channels. It’s also about connecting social business, collaboration and
newsroom techniques and principles to content marketing.

In many social content marketing models, blogs (the first real ‘social platforms’) are
the content hubs and the social channels and media are the spokes used to spread
content across connected audiences. However, a solid content strategy is more
complex than that and also includes websites and even offline activities. It doesn’t
put the medium (such as a blog) but the customer, buying persona or audience at
the center, in combination with the marketing goals.

Nevertheless, a social content strategy (from plan to execution) makes sense as

social media are crucial in most content marketing efforts and vice versa. It even
makes sense to look at different social content sub-strategies, adapted to the
individual channels. Too often businesses use all social channels the same way:
sharing pieces of content in a fast and non-optimized way.

Social content optimization and strategy: main components

By using social content optimization, the impact of content shared via different social
channels and even across devices and depending on the usage context and inherent
features of each social channel, depending on your target audiences. Targeting,
segmentation and an optimized social content approach usually beat the one-size-
fits-all blast method many businesses really use to get their content shared.
Optimizing content and a content strategy for, let’s say, LinkedIn, can lead to far
better results by taking the behavior of LinkedIn users and specifics of the channel
and how content is used in them, into account.

Finally, social content marketing ties the social collaboration and infrastructure
dimensions to the content workflows and involvement of the whole ecosystem
(employees, audiences, etc). and often involves using social newsrooms and/or
command centers to create a loop between content creation and social
input/interaction.

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Typically a social content strategy:

 Takes the needs and behavior of target audiences and their

audiences into account.

 Analyzes how target audiences and personas use different social

channels to find information during each stage of their journey.

 Looks at how user-generated content and social content can be

integrated (for instance from social curation platforms such as Scoop.it,
Pinterest or even simply Twitter embeds) to provide more context and/or
value.

 Has an integrated social approach whereby the different social channels

strengthen eachother, while avoiding marketing fatigue or message
overkill.

 Is integrated with the overall content marketing strategy.

 Includes a calendar per social channel and contact moment,

integrated with the editorial calendar, or on top of it, that maps the content,
target audiences, behavior (time to send) and KPIs.

 Integrates with search that is increasingly becoming defined by social

signals.

 Is connected with a marketing automation platform and social media

platforms so potentially interesting contacts can be followed up as social
media themselves and certainly in a B2B context, rarely return leads.

 Goes far beyond the simple sharing of content: monitoring, listening

and understanding what target audiences are talking about or what they
share should lead to production of content responding to expressed needs.

 Looks at sharing behavior and triggers, as well as the ideal form and
format per channel, depending on the behavior of all personas or
audiences.

 Focuses on how shareworthy the content is per channel and target

audience.

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  Engages and drives to action by addressing issues, responding to
questions and speaking to and through audiences.

 Looks at the contextual placement of sharing buttons and tools in

channels and media where sharing is important for your purposes.

 Includes an approach regarding social interaction, comments, etc.

 Feeds back social signals to trigger next actions and/or spur more social
interaction.

 Connects social collaboration and business principles with the content

strategy.

 Connects the dots between organization, social technologies, content

and the social Voice Of the Customer, UGC and social media evolutions.

 Ties social newsroom and social command centers if these are

present/relevant.
These are just a few of the main social content marketing tasks to take into account.

More tips and suggestions:

 Social content optimization, whereby the social channels are looked

upon as media themselves and the actual sharing of content seen as the
creation of content within a broader context requires little effort that can
result in high impact. A tweet, for instance, can – and should – be
approached as a contextual piece of content and social object as such.

 Measurement and improvement using a combination of social media

platforms, analytics, CRM and/or marketing automation allows you to
test the impact of social content across the journey of your social
connections. Furthermore, it’s important to see and monitor how your
social content travels and how the social interactions of your target
audiences can steer and improve your content marketing and even overall
content marketing strategy.

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Social content optimization – figure-1

Often used social channels and tools in a social content context

are:

 Owned media and earned media including blogs.

 Usual suspects such as Slideshare, Twitter, YouTube, Google+, LinkedIn,

…

 Social curation platforms.

 Pinterest and consumer-oriented curation/bookmarking tools.

 Social collaboration tools.

 Social- and collaboration enabled intranets, extranets and information

management solutions.

 Etc.
The list is much longer in reality but it’s best to focus on those channels your
audiences use first, in combination with experiments on channels with low risk and
high potential ROI.

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To craft a social media content strategy

The content you post on social media has the power to turn your brand into a
household name and turn your followers into fans. This kind of impact only comes
from having a solid social media content strategy. It’s not enough to show up on
every platform and sporadically update your audience when you have the time. The
way to stand out on social media is to identify specific goals, create valuable posts
that align with those goals, and distribute content on the right platforms. Then you
can measure your results, and fine-tune your strategy over time.

There isn’t one cookie-cutter social media strategy that will guarantee success. Your
strategy will differ depending on your industry and audience. There are, however,
specific steps you should follow to build out a plan that has longevity and helps your
brand and business grow.

Identify and set goals

The first step towards a long-term social media strategy is to set your content goals.
Having goals in mind will help you start planning out the type of content to create.

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Figure-2

This process involves digging deep into your brand values as well as researching
your audience.

Start by getting clear on your overall marketing goals and how you want your
content marketing strategy to serve those goals. The more specific your marketing
goals are, the better you will be able to tailor your social media content to meet those
goals. For example, let’s say that your marketing goals are to convert more sales
from social media. Then your strategy should incorporate posts that move people to
a landing page or another part of your marketing funnel.

Plan your social content

Once you’re clear on your goals, it’s time to conduct a social media content
audit on the content you’ve created so far. Look at which posts performed well,

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which ones didn’t and what you posted on each platform. If you’re using a social
media management platform like Sprout Social, you can look at all of your social
media data and analytics in one place. You can use Sprout’s Report Builder for a
holistic view of how all of your social media content is performing.

Figure-3 (facebook summary)

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Even without a social media tool, you can analyze your data by exporting each
platform’s analytics into a spreadsheet.

Facebook, Twitter, Pinterest Business and LinkedIn Business accounts let you easily
export your post and page analytics directly from the platform.

What you look for in the audit should align directly with your content goals. For
example, if one of your goals is to improve brand awareness, then look at your
follower count on each platform and identify which posts resulted in new followers.
Now you have an idea of what types of content help expose your brand to new
people who want to follow you.

A content audit will help you substantiate what you think is working well with
quantitative data that shows you how each post performs.

You might notice a disconnect between posts you think should do well and the actual
top performers. In this case, look closely at the language and tone you’re using on
the underperforming content. You may have strayed away from your brand’s
authentic voice. Your followers may interpret those posts as inauthentic or
irrelevant, causing a decrease in engagement. Irrelevant posts are the second
largest reason consumers unfollow brands on social media.

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Figure-4

Some posts serve to help you meet bigger marketing goals. But even promotional
content should be on brand and true to your voice. Remember that your audience
began following you for a reason.

Stick with your unique voice and style as much as possible and create content that
authentically markets your brand.

Having a consistent brand voice will also help you have a better understanding of
who your audience is. You can’t create good social content without knowing who
your followers are. During this phase, do some target audience research. Build
a target persona of your audience and can compare it to who you think your target
audience should be. Include things like basic demographics, acquisition channels
and content preferences.

While you’re doing research, also take note of which platforms your content
succeeds most on. You might want to target every social platform but it’s unrealistic
to expect to perform well on all of them. You want to allocate your resources to the
platforms that serve your brand and your audience the most.

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Build a content calendar

Once you know what content performs best and you’ve identified your primary
goals,it’s time to build a social media content calendar. A calendar will let you take
a big-picture approach to social media content planning. It will help you visualize
your ideas and organize them in a way that makes the strategy easier to execute.
Your content calendar will be a hub for everything you post.

When planning content, don’t be afraid to repurpose content and schedule it across
different social media platforms to get the most out of it. When deciding where to
post what content, also consider what types of content perform well on that platform
based on your audit..

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Figure-5

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Your strategy will involve the collective knowledge of a lot of different people within
your organization. A content calendar makes it easier to collaborate on social media
posts with different people across your company. It’s helpful to collaborate with
different departments to create a more well-rounded plan.

Figure-6

Promote and distribute your content

Your social media strategy goes beyond what you post on your social channels.
Planning and publishing your content is only a small percentage of a successful
social media strategy. A good strategy involves finding ways to actively distribute
your content so that as many people as possible see it. When you establish a
cntent distribution strategy, you’ll set up your posts to be share more widely.

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If you actively blog, include share buttons on your posts so your audience can
distribute your content to their followers (like the ones you see at the top of this
post!).

You can also encourage your audience to engage with your content by asking a
question and encouraging them to share their answers, on social media or in the
comments section of a blog post.

Other people sharing your content is excellent social proof as well. Your social media
content strategy should include responding to or reposting people who share your
content.

There are social media tools, like Sprout’s scheduling feature, that make content
distribution a no-brainer.

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Figure-7

Recognizing when your audience is active and sharing posts at the right time will
help you reach more people. If you’re only posting on social media the minute
content goes live, you’re missing out on a massive opportunity for optimizing your
reach.

Individual social media platforms have their own ways to help you maximize reach as
well. On platforms like Twitter and Instagram, utilizing hashtags is a great way to
distribute your content further. Hashtags help you reach people who not only follow

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you but are following a specific trend or interest. On LinkedIn and Facebook, join
groups related to your industry and share content when it relates to the conversation.

Another good distribution strategy involves networking with bloggers and content
creators in your niche. Other brands are more likely to share your content with their
audience if you have a relationship and will return the favor. Just remember that
anything you share with your audience should still be valuable to them and relate to
your brand.

Measure results

The last step to an effective social media content strategy is measuring the results
ofall of your efforts.Proper tracking is going to be vital to creating a strategy with
longevity. Keeping detailed metrics will help you tweak and optimize your plan over
time. Ideally, you should analyze your content every month to keep track of what’s
working. When analyzing your data, take a top-level view of your content over a
given period. Take a look at how each piece of content performed and what
variables it had working with it. Assess how well the content contributed to the
overall content goals that you set in step one. A few of the most important social
media metrics to measure include:

 Awareness – The number of times peple saw your content as told by

impressions and reach
 Engagements – The number of reactions, comments, clicks and shares your
content gets
 ROI – Conversions and referrals from external sources

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Figure -8

Like you did with the content audit, relate the analytics to your overall marketing
goals. Using your goals as an anchor can help you accurately adjust your strategy.

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By measuring analytics each month, you’ll just have to make small tweaks to keep
optimizing your social media content strategy.

Difference between social media content marketing and social

media marketing

Indeed, content marketing heavily involves social media. And, of course, in social
media, marketers use content to get their messages across. But although there is
plenty of overlap between content marketing and social media marketing, they are
actually two distinct entities, with different focal points, goals, and processes. To help
clear the confusion, let’s look at the major ways in which they differ:

Center of gravity

In social media marketing, the center of gravity — the focus of the marketing activity
is located within the social networks themselves. When marketers operate social
media campaigns, they are operating inside of Facebook, inside of Twitter, inside
of Google+, etc. As they produce content, they place it inside of these networks.

In contrast, the center of gravity for content marketing is a brand website — whether
it be a branded URL like AmericanExpress.com or a microsite for a brand’s specific
product, like Amex’s Open Forum. Social networks are vital to the success of content
marketing efforts, but here, Facebook, Twitter, and Google+ are used primarily as a
distributor of links back to the content on the brand’s website — not as containers of
the content itself.

Types of content

In social media marketing, content is built to fit the context of the chosen
socialplatform:short messages in the 140 characters range for Twitter; contests,
quizzes, and games for Facebook, etc. Here, brands model their behavior after that
of the individuals using the social networks.

On the other hand, in content marketing, the context of websites permits much
longer forms of content. Brands can publish blog posts, videos, infographics, and

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eBooks, just to name a few formats. Here, brands model their behavior after that of
media publishers.

Objectives

While both social media marketing and content marketing can be used for a
multitude of purposes, social media marketing generally tends to focus on two main
objectives. First, it is used for brand awareness — generating activity and discussion
around the brand. Secondly, it is used for customer retention/ satisfaction — brands
can use social channels as an open forum for direct dialogues with customers, often
around issues or questions that consumers have.

In contrast, content marketing’s website-based center of gravity enables it to focus

more on demand generation. As quality content brings prospects to a brand’s site,
brands can develop a relationship with the prospects and nurture them towards a
lead conversion or purchase.

Evolution of online marketing

While I don’t know the ratio of brands that practice social media marketing compared
to those that practice content marketing, I’d imagine it has to be somewhere around
one thousand to one. Social media marketing is top-of-mind for most every
marketing department, while content marketing is a (relatively) new term, and a new
practice for many.

Yet, I think of the two strategies less as two isolated options and more as interrelated
parts of marketing’s ongoing evolution. The internet has unleashed a revolutionary
ability for every brand to communicate directly with its customers — without the need
for a media industry intermediary.

Social media marketing is the natural first step in this process: Access to users is
direct (users spend tons of time on social networks), and content is generally
formatted into shorter chunks, which makes the publishing process relatively easy.

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 But as brands become more familiar with their new role as publisher, the natural
progression will be to move toward content marketing. Yes, the bar here is higher: In
content marketing, brands must produce longer-form, higher-quality content and
build audiences on their own site — they must become true media publishers. But
the rewards and results are, arguably, more powerful. Brands can engage more
deeply with their customers through content marketing efforts. And by driving
consumers to its own website, the brand has a greater opportunity to gain leads and
move them down the conversion funnel.

Social meal strategies for content marketing

Social media plays a fundamental role in content marketing performance and
success, allowing content marketers to build brand awareness, influence
prospects, and ultimately drive return at every stage of the sales funnel. Not only is
social the place to meet target buyers before they are in-market, it is the place to
build and nurture relationships with existing customers through the content they
care about, before urging them to take an action.
With one in three people, or 2.5 billion, active on social networks last year, it is
impossible to deny that social media offers a prime opportunity to find, connect,
and engage with your target audience. This year more than ever, CMOs worldwide
are aggressively investing in social media to drive business and build their brands,
and it’s easy to see why.
When leveraged correctly, social media can help you:

 Grow and curate an audience

 Build brand awareness

 Find and attract potential customers

 Increase traffic to content hubs

 Drive conversions and business

Of course, that is easier said than done. But by first creating a documented, full-
funnel strategy that’s fully integrated with your content marketing program, you’ll
set yourself up to achieve your goals – however ambitious they might be.

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 In this post, I’ll walk you through how to do exactly that, and take you through the
steps crucial to creating a social media strategy designed to support and enhance
your content marketing program.

Review your content marketing strategy

For your social media strategy to be successful, it is imperative that it be fully

aligned with your content marketing strategy. Before diving into the how-to of
crafting your social strategy, take a step back to evaluate the key elements of your
content marketing strategy:
 Business objectives: Your content marketing goals and the KPIs you’ll measure
for success
 Target audience: Who you’ll reach through content
 Mission statement: What you’ll achieve through content
 Distribution tactics: Which channels you’ll use to deliver your content to your
target audience
 Measurement: How you’ll report on your success metrics
These same elements will serve as the backbone of your social media strategy, so
it’s important to know exactly what they are before you get started.

Determine your goals aligned to your content marketing strategy

In this section, you will assess what you are hoping to solve by integrating a social
media strategy into your content marketing program.

Consider the following questions:

 What does a successful social media strategy look like for your company?

 What are the key metrics and KPIs you will measure?

With answers to these questions, you can set realistic and achievable goals. You
may choose to differentiate between business objectives, such as traffic to site and
conversions, and social objectives, such as the number of followers and
engagement rate. Identify both your primary and secondary goals and commit to
holding yourself accountable for reaching them. Finally, determine a timeframe:
When do you expect to meet your goals?

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Aim to identify and assign at least one goal for every stage of the funnel. At the top
of the funnel, your goal may be to build brand awareness, expand your target
audience, have ongoing conversations with your followers, and drive traffic to your
content hub. Lower-funnel goals may include driving leads and influencing deals.

Next, determine which platforms and social tactics will best help you achieve those
goals at every stage. For instance, you may decide to leverage Instagram, Twitter,
Facebook, and LinkedIn to boost awareness and drive traffic and engagement at
the top of the funnel, but only Twitter and Facebook to drive leads and influence
deals. A high-level funnel might look like this:

Figure9 social media funnel

Establish your KPIs to measure success

As content marketers, ultimately your goal is to meet – even exceed – business

objectives. Beyond engagement, it is critical to understand if and how your social
strategy is driving reach, leads, conversions, and revenue. When it comes to
evaluating success, think back to your initial goals. What did you hope to achieve

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 by integrating a social strategy into your content marketing program? Return to the
funnel, and determine which metrics you’ll use to evaluate success at every stage.

Awareness
At the awareness stage, KPIs generally include:
 Impressions: The total number of times people have seen your content.
Impressions measure how successful you are in exposing your target audience to
the content you share. Higher numbers in this category mean that more people are
coming into contact with content. If your content is showing up in more people’s
feeds on a more regular basis, you’ve chosen the right platform for social sharing.
 Reach: The total number of unique accounts that have viewed your content. Like
impressions, higher numbers in this category are a good indication that your
content is optimized for whichever platforms you are actively leveraging.
Remember that awareness precedes traffic and engagement in the funnel. Your
audience has to be exposed to your content before it can be prompted to take an
action or convert. In the long-term, increased impressions and reach should lead to
higher engagement.

Traffic + Engagement
Though they vary from network to network, KPIs for traffic and engagement
generally include:
 Website clicks: The number of taps on the website in your profile.
 Likes: The number of people who like your content. Keep in mind that likes are
arguably the least telling when it comes to measuring success, and shouldn’t act as
a stand-alone KPI.
 Shares: The number of times your content is shared by others. Increased shares
will ultimately lead to increased reach.
 Comments: The number of comments posted on your content.
 Brand mentions: The number of times your brand was mentioned by other users.
 Pageviews: The number of pages viewed or clicked on a site during a given time.
 Sessions: A group of interactions that take place on your website within a given
time frame
 Followers: The total number of people in your network.

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 Keep in mind that no one KPI from the list above tells the whole story. Increased
likes and comments will likely matter less if pageviews and sessions to your
content hub are plummeting. Decide which metrics are most appropriate for your
brand when it comes to measuring traffic and engagement, and be sure to view the
results in the context of the full funnel and the goals you’re working to achieve.

Action
At the last stage of the funnel, aim to evaluate how traffic and engagement impact
lead generation. Are your engaged followers converting? Are your efforts on social
media generating new leads? If not, you may not be publishing the right content on
the right platforms at the right time. Depending on the nature of your company’s
offering, KPIs for action might include:
 Blog or website sign-ups

 Newsletter sign-ups

 Product page visits

Consider what content will be most successful in driving and reaching leads which
could ultimately influence deals and revenue. At NewsCred, for instance, we do this
by promoting our gated content on an ongoing basis – everything from
downloadable templates to ebooks to whitepapers.

Most platforms have built-in social analytics designed to help you track and
measure success. These include:

 Facebook Insights

 LinkedIn Analytics for company pages

 Twitter Audience Insights

 Instagram Insights

In an ideal scenario, the content you post on social media should regularly engage
prospective customers and incentivize them to invest in your service. Consider
using a template to track KPIs and measure success at every stage of the funnel:

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 Audit your existing social media channels

A key step to building any new strategy is evaluating the existing one – or potential
lack thereof. A social media audit allows you to analyze your company’s current
usage of social media, expose areas of strength, and identify opportunities for
optimization and improvement.

Start by taking an inventory of all of your social channels:

 Compile a comprehensive list of your channels, both active and inactive

 Delete or merge duplicates to avoid confusing your audiences

 Remove secondary or inactive accounts if posting is irregular or performance is

weak

Next, determine what content you have at your disposal. How often do you publish
new content? What has the potential to be revived, repurposed, and redistributed
across channels? Opt for cornerstone or evergreen content, since both have long
shelf lives and demonstrated success for boosting traffic.

Finally, determine who will own content curation and creation moving forward.
Assign roles to your editors, copywriters, designers, and videographers.

Establish your target audience

In order to create engaging content that resonates with your audience, it’s critical
that you understand who your audience is. This step may be redundant if you
already have a documented content marketing strategy in place, in which case you
might already be working with an ideal customer profile.
Keep in mind that social media also offers a massive amount of information and
data about who people are and what they care about. Hence, it serves as an
opportunity to reach people who are just outside of your target buyer persona. At
NewsCred, our primary target includes senior-level content marketing leaders at
enterprise companies, but on Instagram, for instance, our content reaches a much
broader and diverse pool of people who may be potential NewsCred employees,

35
junior-level marketers, or marketers at smaller companies, aged anywhere from 15
to 65.

If you aren’t already working with an ideal customer profile, begin by building a
buyer persona. Consider the job title, income, gender, age, and location of your
primary and secondary personas, but remember that you are creating for real
people. Hence, the content you share on social should tap into their personal
preferences, habits, interests, concerns, and emotions. Note that consumers
increasingly favor businesses whose values align with their own. Social media can
serve as an outlet for companies looking to take a public stand on timely issues.
How will you captivate their attention on social? Think about what your aspirational
audience wants. How and where do they consume content? Use this information to
help you decide which social networks to focus on. For instance, if your prospects
and current customers use Facebook as their primary platform, that is where you
should be most active.

Establish brand personality, voice, and tone

Once you have determined who your audience is, you can begin to understand
how to talk to them. Establishing a brand voice and tone will allow you to keep
social messaging consistent across all channels.

If your company does not already have brand guidelines in place, you might spend
some time on this section. Social messaging should emphasize your brand pillars
and personality, as well as your editorial tone and voice. Will you be serious and
authoritative, or humorous and playful? Finally, build a social personality that will
accurately reflect the look and feel of your brand – from the color scheme to the
font style – and resonate with your audience.

Consider your content marketing strategy when crafting your social personality:
your tone, voice, and perspective should all match up. As a general rule, avoid
straying too far from the framework set out in your content marketing strategy to
maintain a level of consistency across every platform that your company has a
noteworthy presence. You want your audience to always be able to recognize your
brand, anywhere it shows up.

36
 Research and monitor the competitive landscape

By scoping out how your competitors are using social media to achieve their
business goals, you will gain valuable insight into best (and worst) practices for
execution.

Start with a keyword search on social networks to discover a mix of companies in

the B2B space. Make a list of your top competitors. Who are they? What are they
doing on each platform? Analyze their presence on all of their active social
channels, taking note of everything from the number of followers to posting
frequency to engagement activity.

Build a monthly social media content calendar

This is arguably the most critical step of a successful social media strategy. The
content calendar will be your most valuable tool when it comes to planning ahead,
staying organized, maximizing efficiency, and leading content creation and
management.

Use a spreadsheet to set up your content calendar. Keep the design as simple as
possible so that it is easy to update and edit on a regular basis.

 Establish content pillars to help you classify and group social content into clearly-
defined categories, such as “product,” “service,” “events,” and “editorial.” Leave
space for temporary categories like “seasonal campaign,” which could be
associated with one-off events or campaigns.
 Consider asset types. What assets will you share on social? What assets do you
have access to and can easily distribute across channels? Depending on your
bandwidth, you may choose to create new, social-specific assets from scratch, like
graphics, photos, infographics, videos, and animations. Note that text-only posts
tend to be less successful when comes to engaging social audiences.
 Determine how frequently you will post on each platform. Depending on
content volume, posting frequency will vary from company to company. You may

37
 choose to post multiple times every day or only a few times every week. In terms of
deciding when to post, the best method is to test a few different times to determine
when your audience is online and willing to engage with your content.
 Decide how strict or flexible the calendar should be. Are you assigning posts a
hard publication time and date, or can timing be roughly estimated? Whether or not
you are following a strict schedule, you should plan posts at least one to two weeks
in advance. Prepare for live or real-time posts as best as possible by drafting
stand-in copy and readying hashtags.
 Set your goals and the KPIs you’ll measure for success month over month or
year over year. In doing so, you’ll eventually be able to track relative performance
to understand which tactics are most effective and where you need to optimize. For
instance, if engagement rate is higher one month compared to previous months,
consider why this may be. Your goals may change every month depending on the
content you are trying to promote. At NewsCred, for instance, the month of May
this year was dedicated to the sustained promotion of our upcoming ThinkContent:
Transform Business summit on June 6 in New York. As Social Media Manager, my
goal was to ensure that the event received as much exposure on social media as
possible – to maximize visibility and drive registration.

Once completed, circulate your calendar to your wider team to ensure that
everyone is aligned and can share the same expectations for the month. The
calendar should reveal which tools and services you will need additional resources
for, whether that’s video production of advertising. Hence, creating a calendar is a
prerequisite for allocating budget.

Create a daily to-do list

The social content calendar will help you stay on top of your monthly to-dos.
However, there are other tasks you should be doing on a daily basis to ensure the
success of your social media strategy. These include actively engaging with your
audience, whether that’s responding to direct messages, liking, or sharing posts in
which your company is mentioned. Over time, regular engagement with your social

38
audience could help increase conversions and retain loyal clients or consumers of
your content. Response time should be kept short, at a maximum of four hours.

It is also a good idea to monitor social trends, buzzwords, and hashtags on a daily
basis. Staying abreast of the latest topics trending on social means gaining insights
into the preferences and interests of wider audiences. You may find yourself
adjusting and managing social content planning according to popular hashtags. Be
sure to keep an eye on your competitors, too, and continue to make note of their
daily social behavior relative to your own.

Report on progress and adjust your strategy according.

With a documented, data-driven measurement of success in place, you are ready

to report on the progress and next steps.

Meet with your wider team as well as other department heads to provide monthly
updates and align on your future approach. Use your meetings with colleagues in
HR, sales, product, and software to inform social content planning for the following
months. Finally, meet with your executive management on a quarterly basis to
present results and planned changes and updates to your strategy. This is also a
time to request additional budget, should need be, and accept questions and
feedback.

Final note

A social media strategy should be an integral part of every content marketing

program. Social offers the exciting opportunity to increase brand awareness, build
and strengthen brand credibility, expand audience reach, and drive leads and
revenue by influencing prospects and customers at all stages of the funnel. Like
most things, a successful strategy takes a few tries to perfect..

39
CHAPTER-2
OBJECTIVES

40
 OBJECTIVES
1) To analyse the effectiveness of content on the website and social media
pages of bloombuzz
2) To find the social media reach of bloombuzz.
3) To study how social media can be useful for startups.

41
 CHAPTER-3
LITERATURE REVIEW

42
The branding process–either from its inception or at the time of a large re-brand. It
largely focused on the USP, the Unique Selling Proposition, which was a strategy
that was created in the 1950s by Mad Men-esque ad executives. Now, while that
book isn’t necessarily relevant to the branding process anymore due to the evolution
of consumer-based decision-making behavior, its applications aren’t rendered
completely useless. These theories presented in the book written by Jack Trout can
be applied to standing out among a sea of other digital content providers.
While content marketing may seem like a new theory when it comes to digital
visibility to the layman, here in the digital marketing industry, it’s all we have been
talking about for the last few years. In the digital marketplace, there is tons of content
that you have to compete with in order to get found, shared and talked about. In fact,
4.75 billion pieces of content are shared on Facebook every day. That’s enough
content to make anyone dizzy.
So, whether you’re a marketer, business owner, or content creator, you’re probably
wondering how you can cut through the digital marketing noise to make an
impression on your target demographic. Today, we’re going to talk about 5
psychological theories that could help your overall content marketing strategy stand
out amongst the competition. Let’s take a look, shall we?

Mere-Exposure Effect
Mere-exposure effect is an occurrence in which people show preference to
things/brands/people with whom they are familiar. This psychological effect that
displays favor to frequency of brand awareness can create the phenomenon of
brand loyalty when faced with a decision.

This typically was a tactic that can be capitalized on by bigger brands with larger
than life advertising budgets, but now with the accessibility of social media, create
brand frequency and a familiarity with a brand and/or product with its users can be
easy given the right strategy.

For example, overall, I prefer the content that Buzzfeed posts on their website. It’s
one of the websites I visit daily because their content is really
interesting/funny/exciting. I also enjoy the way they layout content on mobile devices.
Many times, I will scroll down my Facebook News Feed, and I will see the same

43
story shared via Mashable, CNN, Entertainment Weekly, etc., and I will wait until I
see that same story shared on Buzzfeed to click and read it due to my familiarity with
their platform.

This particular case shows how important the quality of content is, as well as how
you display the content is to a user.

Information-Gap Theory
Information-gap theory is a theory that states that someone can develop a curiosity
when he or she feels there is a gap between what we know and what we want to
know. This theory is especially applicable to Generation Z, which I label the “First To
Know” generation. These are 18-24 year olds who grew up using technology, and
they are early adopters of any new technology that is released. They are members
and participants of all social media platforms, and they tend to gravitate to all types
of content marketing, especially that which can present a viral aspect or a very
newsworthy aspect. They are typically the “first to know” when news breaks or early
hanger-ons of viral videos, articles, and memes.
With the expansive availability of content, you can definitely capitalize on presenting
your content in a way that leaves the user needing more information. A great outlet
to do this is through social media by offering a teaser that leads users to your
website to read the full article. The idea is to present the information in such a way
so that your user doesn’t feel “in the know.”

This is why it’s so important to “Know Your Audience” when generating content for
your content marketing campaign.

Frequency Illusion
This is legit my fave psychological theory, not only when it comes to marketing, but
just in everyday life. Frequency illusion, otherwise known as the Baader-Meinhof
Phenomenon, is when you hear about something for the first time, and from that
point forward, you start to hear about it everywhere.
Ironically, the first time I heard about Baader-Meinhof was from a short-lived
television show called A-Z (great premise, poor execution). Upon my initial
introduction to this phenomenon, I started to recognize references and mentions of

44
Baader-Meinhof all the time. I’m sure now that you’ve learned about Baader-
Meinhof, you’ll start to recognize it more and more frequently.
This theory can be strategically integrated into your content marketing campaign. If
you’re trying to reinforce a particular message, then create multiple pieces of content
around that message and introduce it using different angles through all of your
different avenues. This allows you to create your own frequency illusion that will
blend into one, greater message.

Reciprocity
Reciprocity, otherwise known as The Golden Rule, is as applicable in everyday life
as it is in your content marketing strategy. This theory promotes responding to the
positive and kind actions of others with a positive or kind action yourself.

In theory, content marketing is the best way to display reciprocity because you’re
providing a value to your audience without asking for anything in return–at least that
should be your objective.

Social Proof
Social proof is a psychological phenomenon that drives you to adopt the beliefs or
mimic the actions of a social group you like and/or trust. This can be adopted in your
content marketing campaign in a variety ways.

First, you can implement social sharing buttons that add a counter to display a
number whenever someone shares to a particular social media platform. When a
user gets to the content, he or she will see that people have already shared this
content through their own social media channels, making it more appealing to do the
same.
Second, social proof creates viral content. It’s breaking through a certain benchmark
of users/viewers/shares that will make your audience more inclined to share it to
their wall. Also, if I come across a video, whether it’s with Justin Beiber or Will
Ferrell, and it has more than 1 million views, I’m probably going to watch it (don’t
judge me!).

45
Lastly, social proof lends to the cult phenomenon that attracts die hard fans to
certain television shows, movies, and video games. Personally, I’m a Bravo-holic. I
love Bravoleberties. I also love merging other words with the Bravo to show how
passionate I am about Bravo as a network. You know what else I love doing? Making
vague references to Bravo shows to see if the person I am talking to is qualified to
be in my secret Bravo cult. When I say “Close your legs to married men!”, does that
mean anything to you? What about “Who gonna check me boo?” (something I use
on a daily basis)? Or my new favorite “Be Cool. Don’t be all…uncool.” Don’t
understand any of those? Well, looks like you need to do some serious Bravo-
binging. But, there’s nothing more satisfying that being able to bond with someone
over the intricacies of some New Jersey Housewife’s lifestyle.

In today’s technology driven world, social networking sites have become an avenue
where retailers can extend their marketing campaigns to a wider range of
consumers. Chi (2011, 46) defines social media marketing as a “connection between
brands and consumers, [while] offering a personal channel and currency for user
centered networking and social interaction.” The tools and approaches for
communicating with customers have changed greatly with the emergence of social
media; therefore, businesses must learn how to use social media in a way that is
consistent with their business plan (Mangold and Faulds 2099). This is especially
true for companies striving to gain a competitive advantage. This review examines
current literature that focuses on a retailer’s development and use of social media as
an extension of their marketing strategy. This phenomenon has only developed
within the last decade, thus social media research has largely focused on (1)
defining what it is through the explanation of new terminology and concepts that
makeup its foundations, and (2) exploring the impact of a company’s integration of
social media on consumer behavior. This paper begins with an explanation of
terminology that defines social media marketing, followed by a discussion of the four
main themes found within current research studies: Virtual Brand Communities,
Consumers Attitudes and Motives, User Generated Content, and Viral Advertising. 2
Although social media marketing is a well-researched topic, it has only been studied
through experimental and theoretical research; studies never precisely describe the
benefits retailers gain from this marketing tactic. In reviewing the rich plethora of
multi-disciplinary literature, it is has become clear that studies are focusing on

46
describing what social media marketing is as well as examining what factors affect
consumer behavior relative to social networking. Despite the initial progress made by
researchers, development in this area of study has been limited. Research needs to
expand by providing a deeper understanding of the longterm promotional gains
retailers obtain from social media marketing. More formalized studies are also
needed to progress beyond theorized or predicted outcomes in order to gain
knowledge of real life applications. This review of literature touches upon the gaps
that currently exist within social media marketing research and points out the need
for future studies to explore the benefits gained by marketing on social networking
sites, especially for small retailers.

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”.

It is vital for retailers and marketers to be aware of the factors that affect consumer
attitudes and motives because consumers are increasingly creating content about
brands, something previously controlled solely by companies (Heinonen 2011).

As a result, current research has examined what aspects of social media sites affect
consumer attitudes and motives. Chu (2011) examined the link between Facebook
brand related group participation, advertising responses, and the psychological
factors of self-disclosure and attitudes among members and nonmembers of
Facebook groups. The study determined that users who are members of groups on
Facebook are more likely to disclose their personal data than nonmembers are.

Chu (2011) 10 explains group participation and engagement with online ads
requires a higher level of personal information because users openly reveal their
connections with Facebook groups and promote brands or products when they pass
on ads to their friends. “Facebook groups provide channels that consumers deem
useful when seeking self-status in a product category, as does passing on viral

47
content about brands to their social contacts” (Chu 2011, 40). Chu (2011) also found
that users who are Facebook group members maintain a more favorable attitude
toward social media and advertising. Users who have more positive attitudes toward
advertising are more likely to join a brand or a retailer’s Facebook group to receive
promotional messages. Based on this result, Chu (2011) suggests that a link exists
between consumers’ use of and engagement in group applications on a social media
sites. The relationship between consumers’ use of and engagement with group
applications influences the rate and effectiveness of advertising on social media,
particularly Facebook. Generally, as Chu (2011) notes, Facebook’s college-aged
users have the most favorable attitudes toward social media advertising and are the
largest growing demographic, which suggests that social media sites are a
potentially rich platform for online advertising campaigns, especially for companies
with a younger target market.

Cox (2010) also investigated the correlation between age and attitude and found
that social network user attitude toward online advertising formats (i.e. blogs, video,
and brand channel or page) differed to some extent across age groups. She explains
that users who fall in the 18-28 age brackets had strong positive attitudes towards
blogs, video, and brand channel ad formats. This was because users’ found these ad
formats to be eye catching, informative, and amusing. The 35-54 age groups
preferred ad formats on video and brand channels because they found them to be
more eye catching, informative, and had better placement within the online 11 page
layout. Overall, online advertising formats with positive attributes are welcomed by
users; however, ads that are intrusive or interfere with online social networking
activities, such as pop up, expandable, or floating formatted ads were disliked by
network users (Cox 2010). According to Chi (2011) users perceive advertising
differently depending on the social network, which suggests user motivations for
online social networking may play a vital role in defining consumer’s responses to
social media marketing.

Pookulangara and Koesler’s (2011) study, the technology acceptance model (TAM)
was also used by Harris and Dennis (2011). Harris and Dennis (2011), however,
used TAM as a loose framework that combined trust and the factors associated with
TAM (i.e. perceived enjoyment, ease of use, and usefulness). The TAM determined

48
that consumers, specifically students, hold a hierarchy of trust when using social
media such as Facebook. Student’s trust ‘real’ friends, then Facebook friends,
followed by expert blogs and independent review sites and lastly celebrities and e-
retailer sites (Harris and Dennis 2011).

Di Pietro and Pantano (2012) conducted further research using the TAM to discern
that enjoyment is the major factor that influences consumers to use social networks
as a platform for assisting in their buying decisions. They found that the fun provided
by Facebook, as well as the opportunity it provides users to ask for suggestions in an
easy and entertaining way, motivates individuals to pay more attention to the
products promoted on Facebook. “Facebook promotes a consumer to consumer
approach, exploited by consumers to share experiences and create a common
knowledge on products and services; on the other, it provides managers a direct
channel for communicating with clients through a business to consumer approach”
( Di Pietro and Pantano 2012, 20). Retailers can improve their Facebook page
appeal by adding games, contests, and interactive applications, which can attract
more users (Di Pietro and Pantano 2012).

12 However, retailers also need to be educated on consumer’s attitudes when it

comes to social media marketing. A deeper understanding of how consumers
perceive social marketing will help ensure marketing strategies are effective.
Consumer activities of consumption, participation, and production are not related to
just one motivation according to Heinonen (2011), who concluded that consumer
activities are a combination of a variety of motivations. The classic notion of
individuals as mere consumers is outdated; consumers can now be seen as active
producers of business value because user generated content is reducing the
influence of traditional marketing tactics (Heinonen 2011). Awareness of consumer’s
motives is important because it provides a deeper understanding of what influences
users to create content about a brand or store.

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.

49
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).

REVIEW OF LITERATURE
IMPLEMENTATION OF SOCIAL MEDIA MARKETING

Usage of social media helps to create a feeling for the customers that they have a
direct and immediate access to the company (Rodriguez et al, 2012). It is more of a
pull strategy rather than a push strategy for business development as proposed by
Lager (2009). An important aspect of social media marketing is that the results of
social media marketing will be known only after some time of implementation. Merely
setting up a page on any social networking site such as Facebook, Twitter or

50
LinkedIn is not enough to generate sales. The most important part of implementation
is that it should regularly and frequently be updated. Twitter in particular which is
more of real time status updates, requires frequent updating and feedback to
queries. At the same time, too many posts should not be posted since it will damage
the reputation of the brand and over populate the customer home page. There are
different tactics for implementing pages on different social media sites as follows:

IMPLEMENTING FACEBOOK

There are several things to keep in mind before plunging into the world of Facebook
marketing. Facebook is not the ideal place for marketing all kinds of businesses. A
firm’s objectives should be laid down and it should completely match with the
Facebook marketing style (Maxwell 2012). This means that Facebook marketing
should completely fit with the brand being marketed. Keeping in mind the fact that
average age of people using Facebook rose from 33 to 38 in 2011 (Maxwell 2012), a
brand which caters to audience in their late.

thirties can easily be marketed using Facebook. Once the brand is recognised to be
good enough for Facebook marketing, the next hurdle is to urge people to ‘like’ your
page. For this interactive and interesting content should be shared on a regular
basis. The next step is to engage the people who have liked your page by providing
them unique deals through Facebook. Having done this, integrating the company
official website, other social media pages such as Twitter and LinkedIn pages with
the company’s official Facebook page is the next important thing. These icons must
be placed promptly, in a place which is visible to all visitors easily and there should
be easy navigation between these pages (Maxwell 2012).

Status updates, videos, photos, creative games and so on must be updated at

steady pace of intervals so that viewers never think that the company’s page is not
maintained well. On the other hand, do not overload the customers with too many
posts. One post everyday will be most rewarding as people won’t get bored seeing
the firm’s page. There should be someone responsible for keeping the page live and
active throughout the year, every year. There are various methods for this. The
easiest is to delegate the work for the marketing department. But another solution to
decrease workload and to increase creativity of the posts is to circulate the

51
responsibility of posting with the various departments such as HR, Finance and
accounts department. This can be done since Facebook is very popular and does
not require any technical expertise to update posts. Another method is outsourcing
and there are many companies which outsource social media marketing. Collecting
feedback from the customers and implementing them in the business is very
important since they are invaluable suggestions from people who want your brand to
grow. A legal media policy for data protection should also be implemented so that
the company’s legal side is also taken care of.

MEASURING THE IMPACT OF SOCIAL MEDIA MARKETING

When a CFO of a firm looks at cutting down costs, the ones most likely to get cut are
the ones whose ROI is not known. Hence, investment on social media marketing is
likely to get cut and thereby the firm will suffer bad consequences (Price 2011). Thus
it is very important to calculate the ROI for social media marketing. Follow the steps
for the same.

Track the initial numbers- revenue, average customer spending, website user traffic,
new customers and so on. Make a note of the expenses related to maintaining and
updating the social media page and track the amount of revenue generated from the
social media. Subtracting the expense from the revenue and dividing it with the initial
investment will yield the ROI. The challenge here is that the expense here will be a
measure of time whereas the revenue generated will be in pounds. This time can be
converted to currency by multiplying the time with the hourly wage and adding the
computer and internet cost to it. After posting regular updates on the page for a
month or so, calculate the increased revenue (Price 2011). Apart from this various
tools are available to track users who visit a page on Facebook just like Google
Analytics is used to track people visiting a website. The tools available in the market
are as follows:

 Facebook Insights: Gives data on customer interaction, ‘likes’ comments and

so on in a visually pleasing way which is easy to understand and analyse.
 HootSite: Consists of a web application and a mobile application which can be
used by novice users as well to interpret traffic on a webpage

52
  Nutshellmail: Gives reports on social media usage as an email which has
details like comments, ‘likes’ and so on for Facebook, Twitter and LinkedIn
 TweetDeck: Used to get a peripheral idea on who is using the company’s
twitter page and who is coming back.

Similarly, it is important to measure the impact of using Facebook for bank

marketing. This can be done by monitoring the change in visitors’ number when a
promotion has been updated on its Facebook page and by measuring customer
satisfaction levels from time to time (Price, 2011). Since the implementation of social
media and measuring the impact of social media is done, the next question is
whether social media marketing is viable for small businesses and new start-ups.
The next part of the report focuses on viability on social media marketing for small
businesses start-ups.

53
 CHAPTER-4
COMPANY PROFILE

54
OVERVIEW OF THE COMPANY

Bloombuzz is a sophomoric news and media platform passionately celebrating the

spirit of student entrepreneurship and their life stories replete with dedication and
hard work, with an aim to promote the fostering growth of the student startup
ecosystem in India.

We feature budding student startups to spread a word about their unheard insipiring
stories, that stand as an epitome of how “hard work, fail and rise” go hand in hand for

55
a successful startup.. We’re also striving to build a platform wherein we can connect
various startups to help one another with business services and aiming to inspire
people and equip them with the knowledge, facts and relevant news of the startup
world and try creating an informative platform for our readers.

ABOUT THE FOUNDERS

The organization commenced business in the November of 2019 when two second
year students of hindu college, delhi university, Manvi Mehrotra and Kriti Mittal, the
founders, decided that they want to unstill the entrepreneurial spirit in students while
making a fortune of their own.
But making the fortune was not only motive of the young girls.

EMPLOYEE SIZE
The organization employs 20 permanent employees and over 50 interns at a time.
Around 300 college students have gained work experience at Bloombuzz in the past
years by interning in the organization.

FUTURE PLANS
In the near future the founders of bloombuzz look forward to expand and grow
multiple folds in order to accomplish their vision and to increase revenue. The
organization has already received funding from various source and is working to
prepare detailed plans on the proper employment of the received funds. They have
the competitive first mover’s advantage as they were the first to enter in the field of
student entrepreneur publishing.

56
 CHAPTER-5
RESEARCH METHODOLOGY

57
RESEARCH DESIGN:

A research design is a specification of method and procedures or acquiring the

information needed. It is the overall pattern or framework of the project that
stipulates what is to be collected, from which sources, by what procedure.

Questionnaire Method:

The questionnaire will be taken from customer feedback form and websites .The
sample size taken from 101 customers in Delhi NCR location.

Data Collection Method:.

 Primary data:

It is original data, first hand and for the specific purpose of the
research project. For this project, I have used the following common
research instrument: -
 Questionnaire:

Questionnaire development is the critical part of primary data

collection job. For this I have prepared a questionnaire in such a way that it
is able to collect all relevant information regarding the project. In this
questionnaire, I have used mostly close-ended questions that are easier to
be answered by respondents and also easier for interpretation and
tabulation & one open-ended question to take the opinion of the
respondents in their own words. The questions were asked to the
consumers covering perception towards their purchase, price of the
product, purpose for using the product, characteristic of the product, brand
image, effectiveness of the advertisements, Management solution
activities, overall opinion about the product, etc. For collecting the answers
from the above questionnaire, I have used the following common method:-

 Interview:

It is the most common method for contacting consumers &

58
 collecting primary data. For this project I have used following type of
interview:-
 Personal interview:

It is the most extensively used method. It enables better control

of the sample and ensures answers from the respondents. It also provides
for a tactful approach to the respondent since it is based on a person-to-
person talk. But this method is generally more expensive and time
consuming. For this project each interview was taking 15 to 20 minutes to
complete. Interview was also delayed due to un-availability of respondent
in house.

 Secondary data.

It was collected to add the value to the primary data. Data regarding
IMRB, International (Indian Marketing Research Bureau) history, its profile
and other necessary records and information was collected by referring to
website, magazines, annual reports, reference books, daily newspapers,
etc.

Sample Design:

EXPLORATORY RESEARCH

Exploratory research means a research conducted for formulating a

problem for more clear investigation.

DESCRIPTIVE RESEARCH

Descriptive research is a research that explore and explain an individual,

group or a situation.

I have prepared this project as descriptive Research type.

Methods of data analysis and statistical Techniques:

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 Different types of data analysis techniques used in the research project should
be specifically mentioned. Such as:
 Basic analytical tools, which include Tabular Analysis, Graphical
Analysis, Percentage Analysis.

The entire project is purely based on primary data. All the theories applied in it is
purely based on data collection i.e., primary data

The method used for the collection of data for the summer internship project is
questionnaire method.

The sample size for the same is a 101 people.

The questionnaire survey was conducted in Delhi NCR area.

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 CHAPTER-6
ANALYSIS AND FINDINGS OF DATA

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ANALYSIS OF QUESTIONNAIRE

Q)Are you aware about bloombuzz?

Fig. 6.1
out of 101 responses 97% of people are aware of bloombuzz and heard about it
whereas 3% are unaware of the existence of the company.

Q)Do you follow bloombuzz on social media sites?

Fig.6.2
80.2% people are following bloombuzz on secial media such as instagram,
facebook, linkedin, etc. and 19.8 people don’t follow bloombuzz on any social
media.
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Q)Do you prefer bloombuzz as a media platform?

Fig. 6.3
As we know bloombuzz showcases the talented startup, 91.1% people find
bloombuzz as a good social media platform to enhance the talented entrepreneurs
and appreciate there work.

Q)How do you find the content of bloombuzz?

Fig. 6.4
Majority of people find bloombuzz’s content very interesting as 61.4% have voted,
24.8% find bloombuzz content interesting, 11.9% as neutral,and remaining useless.

63
Q)Do you find new ideas and startups on bloombuzz?

Fig. 6.5
93.1% agrees that they get to know about new ideas and startups through
bloombuzz and only 6.9% disagree with this.

Q)Would you share your startup story with bloombuzz?

Fig. 6.6
96% people are ready to share there startup stories with bloombuzz and would like
to get featured in bloombuzz content.

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Q)Would you recommend bloombuzz to budding entrepreneurs?

Fig. 6.7
72.3% people will recommend budding entrepreneurs to get featured on bloombuzz
for more recognition, whereas 24.8% says they will maybe or can suggest
bloombuzz to new entrepreneurs.

Q)Do you feel bloombuzz is a good platform to grow upon?

Fig. 6.8
88.1% are positive that they can grow well on a platform like bloombuzz,
Whereas 11.9% do not feel the same.

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Q) Are you satisfied with the content of bloombuzz?

Fig. 6.9
Majority (87.1%) people says yes which means they like the content published online
by bloombuzz.

66
CHAPTER 7
FINDINGS

67
 FINDINGS
As the survey goes, 101 people filled the questionnaire about bloombuzz.
 Out of 101 people 97% people were aware about bloombuzz existence and
have a idea about what bloombuzz is. This result makes it clear that the
traffic on the website is not fake as many organizations do,
 80.2% people follows bloombuzz on various social media sites such as
facebook, instagram, linkedin, tumbler, etc. which tells that the followers on
the social media sites are real and are convinced to see the posts and the
content of bloombuzz.
 As bloombuzz publishes entrepreneurial startup stories, 91.1% people prefer
bloombuzz as a media platform so that the underdogs who are not yet
recognized are getting a chance and are shining bright with the content
published by the bloombuzz and appreciating it.
 Bloombuzz not only publish startup stories but also its content shows some
facts related to entrepreneurial world and some myths that are important to
be bursted and some theories which helps the budding entrepreneurs to
learn, bloombuzz also have weekly quiz’s to increase engagement with it’s
followers. Majority(61.4%) of the people finds bloombuzz content very
interesting, 24.8% finds the content interesting and 11.9% people finds its
content neutral.
 As bloombuzz publishes startup stories 93.1% people agrees that they find
some unique and very talented ideas on bloombuzz. They get to know
about new startups that were not in the limelight and no one knew about it
earlier, bloombuzz have given them a platform to grow and the people to get
aware about new ideas and startups.
 96% of people agrees that they will share their stories with bloombuzz and
would like to get featured in bloombuzz posts and blogs. As people get to
know about new startups easily on bloombuzz the new entrepreneurs
would like to take this opportunity with open hands.
 For anything as a startup, spreading the word is very important. In the
same way, informing the entrepreneurs who have started a new business,
about bloombuzz is equally important so that the entrepreneurs and reach
to bloombuzz and share their stories. 72.3% people are ready to
recommend
68
 bloombuzz to budding entrepreneurs to get featured on bloombuzz to get
more recognition, whereas 24.8% says that they can recommend bloombuzz
to people.
 Any business including a startup, needs various aspects to grow.They should
also grow upon its marketing and should show its presence, 88.1% people
agrees that bloombuzz is a good platform to grow upon and they can make
there presence felt by being on bloombuzz.
 The content which is published by bloombuzz on its website or on its social
media handles are quite satisfactory as 87.1% people says that they are
satisfied with the content of bloombuzz and look forward more such
informative content.

69
CHAPTER-8
LIMITATIONS

70
 LIMITATIONS

Many constraints were involved in doing this study. Some of them are as follows.

 The most significant limitation has been the individuals involved in this
study were very busy and did not spare much time in discussion.
 Due to various constraints the survey was conducted in only Delhi NCR
region.
 Only 101 people were able to fill the form, that means the above
interpretation can be baised.
 Due to the covid-19 pandemic, it was not possible to get the in office work
experience.

71
 CHAPTER 9
CONCLUSION AND RECOMMENDATIONS

72
 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 and Twitter have become a personal,
product and corporate branding hub in India nowadays in 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 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.

73
 RECOMMENDATION
 From this report it can be concluded that social media presence is inevitable
in the coming years. Not only that social media is useful as a marketing tool, it
has become the order of the day to be present in social media. Therefore this
report recommends all kind of businesses small scale, large scale, business
to business clients, business to consumer clients, manufacturing industries
and so on to be actively present in the social media.
 An important fact to be kept in mind in this context is that most social
networking sites have a cyclic growth. It starts from minimum, attains a
maximum and goes down to a minimum again. Thus, this is the perfect time to
invest time and resource in popular social media sites such as Facebook,
Twitter and LinkedIn. Owing to the relatively small amount of investment, it is
not a high risk investment as the usage of social media will come to a
minimum only gradually.
 The content of bloombuzz should recommend that all kinds of businesses, be
it small or large scale, should indulge in the activity of managing the brand
and continuously creating awareness about there brand, product or service.
Social media content marketing plays a key role in creating brand awareness
in today’s world, the good the content is, the more people you will attract.
Therefore, a company should make sure that the content of the work
published is good and upto the standards of todays generaton.
 Small scale organizations can easily access the service of social media
content marketing as it has lower cost and more effective results as compared
to traditional content marketing.
 This, however does not mean that the organizations should only make use of
online content marketing by leaving the traditional content marketing behind.
 A detailed research must be conducted on which marketing mix and content
marketing tools works best in favor of the organization, and those marketing
techniques and advertising tools must be applied and implemented.

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CHAPTER10
APPENDIX

75
76
77
 CHAPTER 11
BIBLOGRAPHY AND REFERENCES

78
 REFERENCES

 Borges B (2009). Marketing 2.0.Wheat mark.

 Lacy K, Hernandez M (2009). Twitter Marketing for Dummies.
 Scott DM (2009). The New Rules of Marketing and PR. John Wiley & Sons
Inc.
 Ricadela A (2007). Fogeys Flock to Facebook, Business Week
 Shih C (2009). The Facebook Era. Tapping online social networks to build
better products, reach new audiences and selling more stuff. Prentice Hall
Publication.
 Stroud D. (2007). Opinion piece: Falling in Love 2.0: Relationship marketing
for the Face book generation. Social networking: An ageneutral commodity —
Social networking becomes a mature web application.
 Weber L (2009). Marketing to the Social Web.Second Edition. John Wiley and
Sons.
 Zarrella D (2010). The Social media marketing.O‘Reilly Media. 242 J. Media
Commun. Stud.
 Albro Walt (2012) Launching a Facebook Site ABA Bank Marketing
 BankAtlantic Official Facebook page (2012)
 Comer John (2011) Linking In Financial Planning

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INTERNET

 http://www.askdeb.com/internet/advertising
 http://venturebeat.com/2008/12/18/2008-growth-puts-facebook-inbetter-
position-to-make-money
 http:/ /mashable.com/ 2007/05/ 08/ brand-social-networks/
 https://brum.beds.ac.uk/patroninfo~S20?/0/redirect=/wamvalidate?url=http%3
A%2F%2F0- ehis.ebscohost.com.brum.beds.ac.uk%3A80%2Fehost
%2Fdetail%3Fvid%3D 13%26hid%3D121%26sid%3Dc566f3ea-7e02-496f-
afc7- 769d71e7be8d%2540sessionmgr112%26bdata
%3DJnNpdGU9ZWhvc3QtbGl
2ZSZzY29wZT1zaXRl#db=buh&AN=72316485
 https://www.facebook.com/bankatlantic

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