Professional Documents
Culture Documents
Social Media Markiting
Social Media Markiting
ON
Social Media Marketing In India
SUBMITTED BY:-
CHIRAG
817
MDU, ROHTAK
PREFACE
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 my final project, which would not have been possible without the
guidance of, Dr Sanjay Nandal (Assistant Professor, IMSAR, MDU,
Rohtak)
DECLARATION
Signature : Chirag
Table of Contents
CHAPTER 1
EXECUTIVE SUMMARY
CHAPTER2
INTRODUCTION
2.1 METHODS OF SOCIAL MEDIA MARKITING
2.2. INDIAN MARKET
2.3. SOCIAL NETWORK FACTS AND STATISTICS INDIA
CHAPTER-3
3.1 SWOT ANALYSIS
3.2 Data Collection Procedures
Research Design
Survey
3.3 Sampling Techniques
3.4 Content analysis RE REVIEW
CHAPTER-4
4.1 OBJECTIVE
LITERATURE REVIEW
RESEARCH METHODOLOGY
CHAPTER 4
DATA ANALYSIS
4.1 DEMOGRAPHICS PROFILE
4.2 HYPOTHESIS TESTING
4.2.1 HYPOTHESIS
14.2.2 HYPOTHESIS 2
CHAPTER-5
FINDINGS
CHAPTER -6
RECOMMENDATIONS
CONCLUSION
SCOPE FOR FUTURE RESEARCH
REFERENCES
ANNEXURE
Chapter-
1
Executive Summary
EXECUTIVE SUMMARY
engagement channel.
4. Despite the focus on social media, surprisingly, brands still
mobile apps.
few years. Moreover, for the first time in three years we are
seeing some brands specify that they spent more than 31% on
social media.
marginally.
14. Despite the statistics that show referrals from peers being
they are not leveraging the benefits of using their user base for
WOM marketing.
Sysomos).
1. Blogging: When you start Blogging or posting your data about any
product, you can see less response from clients. Later it will become big
business via blog. Websites and blogs are most powerful tools for social
network marketing when matched with other networking tools. Blog is
an amazing tool which provides many other facilities in addition to just
marketing your business. It also helps you to communicate with other
clients in case if you have any problems.
Kony 2012
A short film released on March 5, 2012, by humanitarian group Invisible
Children, Inc. This 29 minute video aimed at making Joseph Kony , an
International Criminal Court fugitive, famous worldwide in order to have
support for his arrest by December 2012; the time when the campaign ends.
The video went viral within the first six days after its launch, reaching
100million views on both YouTube and Vimeo.
Leaks
Internet and social networking leaks are one of the issues facing traditional
advertising. Video and print ads are often leaked to the world via the Internet
earlier than they are scheduled to premiere. Social networking sites allow
those leaks to go viral, and be seen by many users more quickly. Time
difference is also a problem facing traditional advertisers. When social events
occur and are broadcast on television, there is often a time delay between
airings on the east coast and west coast of the United States. Social networking
sites have become a hub of comment and interaction concerning the event.
This allows individuals watching the event on the west coast(time-delayed) to
know the outcome before it airs.
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
INDIAN MARKET
India‘s Internet economy is expected to reach USD 250 billion, by 2020,
as the country‘s growth rate in this segment is far ahead of many of
the developing nations, reported by BCG.
According to BCG, the India Internet economy contributed to 10 trillion
rupees to the overall economy in 2018, 4.1% of the country‘s GDP, &
could triple in 4 years‘ time.
More than 420 million Internet users who form 86% of the total Internet
audience, visited social networking sites in June 2018
The total Indian social networking audience grew 45 percent in the past
year, more than tripling the rate of growth of the total Internet audience
in India
India now ranks as the seventh largest market worldwide for social
networking India is adding Internet users at the rate of almost 5-7million
a month, and at the current pace it will surpass the US, which has about
245 million users, in less than two years.
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 2017 was about $600 million and expected to
touch $9 Billion by 2020 and $70 Billion by 2022 esti. the 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 (16.6 million) followed
by Delhi/NCR (12.15 million), Kolkata (6.27 million), Bangalore (6 million)
and Chennai (5.58 million).
2. USA: 71%
3. India: 70%
4. Brazil: 68%
5. Canada: 51%
Emarketer estimates advertisers will spend $3.63 billion in the US and over $4
billion more in the rest of the world on social networking sites this year. And
that‘s just paid ad spending.
When the Association of National Advertisers (ANA) surveyed US marketers
this year, 90% said they were using social networks for their efforts about even
with last year, at 89%. While this percentage has risen dramatically since 2007,
when just 20% of marketers used social media, growth has plateaued and
shifted to other new digital media platforms instead .
1. India has world’s largest number of Facebook Users with over 195
million users, overtaking US by over 4 million subscribers.
2. There are 155 Million Monthly Active Users (MAUs) in India, of which
147 Millions MAUs access Facebook via Mobile Phones and 73 Million
users are active daily on Mobiles.
3. Top 5 countries accessing Facebook are India, USA, Brazil, UK and
Germany.
4. Key Facebook Users from India are aged 18-24, which is the largest and
fastest growing population segment.
5. A users revisits Facebook more than 3 times in a day.
6. Indian users can access Facebook in 12 languages and 670 Million users
are connected to at least one News Publishers page.
7. In India, 76% of Facebook users are Men, and 24% users are women,
which illustrates the barriers women face in India to access technology
and information.
8. Most popular Indian Brand on Facebook is Aaj Tak with 14.4 million
global fans.
9. Prime Minister Narendra Modi is the most popular Indian on
Facebook with 32.9 Million likes as of 2nd quarter of the year. Deepika
Padukone is 2nd most popular person with 31 Million likes.
10. Rajnikanth VS CID jokes is the most followed Indian Facebook Page with
over 11,894,377 likes.
11. Nearly 52% of Facebook Users in India hesitate or aren’t bothered to
mention relationship status on their profile.
12. In India, Facebook is the only social network to cross 150 Million Users.
13. Most of the active Facebook Users like to keep their stories and posts to
“Only Friends”.
1. Twitter, the microblogging site has 23.2 million Monthly Active Users
in India, which is 2nd largest in Asia-Pacific after Japan with 26
million MUAs.
2. Over all, Twitter accounts for only 17% of Indian Social Network
users.
3. Again, PM Narendra Modi has Largest Audience following totalling
over 25,148,264 fans. On the 2nd place, we have Amitabh Bachchan
with 23,731,193 followers.
4. Most followed Indian Brand on Twitter is Reliance Mobile with
2,92,496 followers and Airtel India is on 2nd position with 1,813,07
followers.
5. In terms of Twitter Community, “Awkward” has the largest audience
of 2,931,989 followed by “Pakalu Papito” with over 2,474,466
followers.
6. Twitter is at 2nd place in terms of User Engagement after Facebook.
7. Globally, Twitter has 320 million users, 140 million of Daily Active
Users and 305 of Monthly Active Users.
8. According to twitter, 80% of users tweet from mobile devices.
9. Every second, around 6000 tweets are sent which means over
350,000 tweets per minute, 500 million tweets per day and 200
billion tweets per year.
1. There are over 30 Million LinkedIn Users in India, while 467 million
users globally.
2. LinkedIn, comparatively, is the fastest growing professional network in
India.
3. Currently, LinkedIn is the most frequently used social network for
recruiting, because it results in the most successful hiring.
4. Most active users on LinkedIn India are of age group 24-35.
5. 46% of LinkedIn users are Female and 54% are Male.
6. Microsoft acquired LinkedIn for $26 billion in 2016.
7. Top 5 countries posting on LinkedIn are USA, India, Japan, UK & Brazil.
8. India accounted for 6.76% of regional distribution of LinkedIn traffic
after United States with 33.53%.
9. A profile with photo makes users 36 times more likely to get a
message on LinkedIn, while it makes 14 times more likely to be found
on LinkedIn.
10. . Every second 2 members join LinkedIn.
1. In India, there are over 462 Million internet users and 200 Million are
active social media users
2. In 2018, 24.33% of Indian Population accessed Internet via Mobile
phone and the trend is predicted to grow at 37.36% by 2021.
3. India is second largest online market behind China.
4. Internet usage is male dominated in India with 71 percent to 29 percent
female.
5. Google+ is 2nd most used in India with 82% accounts after Indonesia
with 83% accounts.
6. Activities on Social Networking sites are high between 6 PM to 10 PM.
7. Mumbai and New Delhi accounts highest traffic to social media sites.
8. Over 60% of active social network users are college going students.
1. SnapChat, the messaging app has more than 150 million daily active
users, which is bigger than Twitter.
2. 52 per cent of Indian instant messaging users are on WhatsApp, 5th
most downloaded application in the world.
3. India is top country to use WhatsApp Application followed by Brazil,
Italy, Turkey and Spain.
4. Globally, 64 Billion messages are sent on WhatsApp messenger.
5. 42 per cent use Facebook Messenger. Skype is used by 37 per cent.
WeChat has a 26 per cent share in the market.
They just demand time, there is a Human factor: Your brand becomes more
HUMAN .Media exposure can be another strength of this. While Twitter is in a
strong market position in micro-messaging. Facebook is the only real
competitor here and they attract users for different reasons. It helps to build
strong, long term relationships through online social networking, at a faster
pace than just relying on traditional face-to-face networking and Gets tons of
publicity. The industry has developers creating hundreds of applications
around its API. It is totally RSS-enabled.
Weaknesses:
Tough to train or convince management team/group members on social media
principles as
A lot of ―Why Bother‖ from most mainstream (i.e. Facebook users) people are there.
The industry has low retention rate. Only40%.Lacks tools or resources to
track and monitor social media campaign results. There is concern about
information leakage, liability, security, and management also.
Consistency: Engaging with your audience at a direct level means more efforts
in terms of keeping a consistent message/ corporate image
Making up for mistakes: The time-frame to correct errors that affect your
audience is less. Because you are heavily exposed, your company has to take
action more promptly than if you weren‘t (especially if people are having
conversations about your brand, you will have to engage and clarify)
Opportunities:
Can gain deep insights into real-time trends, news, and all of us be the pulse of
the internet‖ as said by Founder Biz Stone.
Integration into real- time games, media, and apps. We‘ve barely scratched
the surface so far on what‘s possible. Twitter as real time infrastructure.
It may become the dominant way for businesses to communicate with their
customers as quick delivery, branding opportunities, and enhanced marketing
opportunities are there.
Being present where stuff happens: People research for info/products/services
online and value more the opinion of other individuals than whatever a
company may say about their own offer. If your company is present in an
interactive environment like social media, the opportunities for engagement,
conversion and most importantly clarification of doubts regarding your brand,
are countless.
Talent coming your way effortless: Because of the possibilities of exposure that
Social Media allows for, interacting here may mean that future talent (in the
shape of employees, partners or, you-name-it) will come your way through the
power of connecting online!
Reach out to certain groups that traditional media didn‘t allow you to: Because
Social media is for everyone, sooner or later you‘ll come across people you
never thought of as your client. This opens the doors to building new
relationships but also to valuable feedback that can help you develop your
products or services more intelligently.
Threats:
Competitor is going after the same space or same audience with similar
campaign and the question also arises whether the current campaign
sustainable, can it continue? There can be threat of Attitudes on privacy: while
lately it seems everyone is willing to share the most intimate as well as
mundane details of their life there could easily be a backlash against this trend.
We‘ve all heard of a few embarrassing stories about over-sharing online, and a
few high-profile examples might make people rethink their habits. Micro-
messaging may just be a fad. There‘s nothing inherently awesome about 140
characters. It got too much publicity in a short time. May get burned out and
getting dangerously spammy/porn spammy .The market doesn‘t have solid
revenue model (future advertisements?)
Other social networking sites (MySpace, Tagged, Friend feed, identi.ca,others)
may grow and steal market share and Acquisition by a bigger player (Google)
may disappoint early adopters and loyal users.
INTRODUCTION
Social media
5. Making the audience to interact and keep them intact with the brand.
.
LITERATURE REVIEW
Scott (2009) states the reasons for brand promoters preferring online web for
marketing is that the tools, techniques and content are constantly evolving.
The buyers reward creativity by responding to the online efforts like:
“If you are open to trying out new things, you can be first in your industry to
use something new to communicate to your buyers”.
Marketing in some social networking websites are still the most popular in
their niche. Shih (2009) says that there are hundreds of millions of active users
across sites like Facebook, Hi5 and MySpace. 2.6 billion min are spent on
Facebook each day. These websites are enabling brands to engage the right
people in the right conversation at right time. Marketing the brands through
social media is becoming precise, personal, interesting, interactive and social.
Zarrella (2010) says the roots of online social networking can be traced to the
1980s bulletin board systems (BBS). These systems allowed the users to create
personal profiles, helps to share information by sending private messages,
public messages and post events at low speed connectivity. After emanation of
social networking technology in the internet world, it grew higher and popular
among the internet user.
Lacy and Hernandez (2009) says Twitter gives the ability to share nearly140-
characters thoughts in a split second, where user can easily share links to press
releases and stories about their business, service or product. Making tweets
interesting and diverse, there is a more possibility of increasing the followers,
by consider with news sharing and stories about the industry that they serve.
The rules of marketing had to change and the web has proved a catalyst in
bringing the changes forward and amplifying their scale. The sudden
emergence of the Web 2.0 marketing techniques demand additional
approaches, while most marketers are still wrestling with the first generation,
savvy brands are exploring the landscape that social media and social networks
create for marketers. These techniques are allowing much deeper drivers in
social change to be unleashed, with a profound impact on planning customer
connections. The new generation of relationship marketing responds to
the additional challenges of digital media literacy and in the right hands can
trigger a rebuild of the entire marketing mix through different strategies.
Relationship marketing for the Face book generation demands both thinking
and acting differently .
Stroud (2015) says that the ability of social networking sites to generate these
huge volumes of web traffic is proof of their huge popularity. Google,
Yahoo and News International have bought themselves a presence in the social
networking arena. The detailed rationale for these acquisitions differs but all
have a common theme of wanting access to the enormous audiences.
Ricadela says, Coca-Cola has been running promotions on MySpace for the past
two years for brands including Cherry Coke and Fanta and has promoted Diet
Coke and other drinks on Google's YouTube.
Smith (2012) says that Face book is becoming one of the great internet
communications of people time now days. Whereas many companies have
tried to emulate Facebook‘s
success or challenge it in one geography or another, Face book has proven that
the core asset on which all of its services are built - the social graph - is much
more defensible and powerful than many others once anticipated.
Visitors to social networking sites are significantly more likely than average to
visit leisure-oriented retail site categories, such as music, jewellery/luxury
goods/ accessories, consumer electronics and apparel. Heavy social networking
visitors are defined as the top 20% of visitors based on time spent on social
networking sites. People typically enjoy sharing their experiences with these
products, whether it is to talk about their new iPhone or the pair of designer
jeans they just bought. Social networking sites offer the venue for those
conversations to occur. Social media advertising is ideal for promoting brand
recognition, although click-through rates are not so strong. Still, there is no
doubt that advertising via social media sites is an effective way to increase
your overall revenue stream (Brinlee, 2009).
RESEARCH METHODOLOGY
To analyse and find the effectiveness of communication strategy in developing
brand, communication through social networking sites was done with the
survey method and content analysis in the research.
Methods of data collection
The survey method helped to identify the reach of the brand among its target
audience, ways of impact, usage of these social networking sites and access to
these form of communication. And the content analysis is another method
used to analyse the communication strategy of different social networking
sites with certain parameters among top three Indian social networking sites
which are tabulated with results.
Research design
This research study adopted survey and content analysis in order to find the
effectiveness and the impact of communication in branding any product or the
service among the target market through social networking sites like Facebook,
Twitter.
Survey
Survey was conducted randomly among Facebook, Twitter user community, by
sending questionnaire through online to collect the individual opinion from the
respondents.
Sampling
Non probability sampling technique is used to collect the opinion from the
online respondents. The total population is social networking user community,
but to collect the effective data the sampling is constrained to the target
population like young adults, graduates within the age of 16 years to 30 years.
The sampling size is 50.
Content analysis
In content analysis, the following three popular social networking sites were
selected to find the effective brand communication among its users (Facebook,
Twitter).
Parameters and units of analysis
1. Target group: category of audience visiting these sites.
The peers use the Facebook and Twitter for the same reasons to share the
information and communication. Due to this reasons, Facebook and Twitter
were more popular among the internet users of youth population
comparatively with other social networking sites.
From the earlier mentioned, it is found that 45% of the users find Facebook as
a well communicated social networking sites, which promotes more brands
and advertisements, gives information about product and service which is
useful for the young user community in an interactive way to learn more about
the particular brands, 12% user suggests Twitter, please follow one pattern all
here small words has effective communication of advertisements. 28% of users
find as the second option in communicating brand advertisements
Exposure of different kinds of ads from the data, it is found that 32% of
respondents have come across web banner ads in these social networking sites
like Facebook, Twitter.
Whereas 8% cut across pop up ads and flash ads in various web sites and 31%
of users found video ads in YouTube and in other sites. Google, Yahoo and
News International have bought themselves a presence in the social
networking arena with different communication strategy to have innovative
appearance in content and display. The detailed rationale for these
acquisitions differs, but all have a common theme of essential access to the
enormous audiences of these sites Communication creates trust on ads.
From the survey data, it is understood that 38% of user agreed and satisfied
with ads appearing in social networking sites, whereas 11% of the user
disagreed and unsatisfied with certain communication of information. Only51%
of the respondents found it neutral. The web has proved a catalyst in bringing
the changes forward and amplifying their scale in creating trustworthiness.
Accessibility of ads
Only 8% of the total samples say that they have never accessed or shown
interest to the ads displayed in social networking sites, while browsing internet
for other communication purposes. And 36% of the respondents use to access
often and were interested to listen to the advertisements of various brands,
35% user says they listen to the brand communication and also link to the
brand sites to gather more information and 21% of the user access according
to the way of communication it appears, because sometimes the brand
promotion could be in the form of display ads, interactive feedback forms or as
interactive games, accessing of advertisements information differs sometimes
according to the format of brand communication . Today's customers want to
be engaged differently than in years past and many traditional marketing
tactics simply do not work anymore. Social media marketing is a revolutionary
way to build solid relationships with customers long before first contact with
fun, attractive messages and interactions.
Content analysis
The two social networking sites Facebook, Twitter and instagram were chosen
to analyse the units of parameters and the presentations of data.
3. Nearly 70% of the audience has impact through ads in social networking
sites and half of them access these ads e.g. games, quiz, events, etc.
4. Users remember the brand by the way they advertise. They respond to any
new form of advertising which interest them.
5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build brand.
Facebook
Twitter
Instagram
1. Target Group
Nearly 54% lie in the age group 16 – 30. Graduates and students of all age
16% stay updated with news, 22% for stay in touch with friends and to
update status. Graduates > 16 yrs53% < 25 years, 32% between 25 - 34
years. Graduates, students of all ages
3. Ad placements
Generally placed right hand side corner and in wall posts, Right hand side
top.
4. Communication strategy
Brand promotion, to sell, users to interact, brand identity, sharing, fan and
follow ups. Managing online reputation.
Regular feeds from brands and retain the brand identity with users
Using ad tracker, particular groups are selected and ads are hosted, themes
and fan pages are one among the form.
5. User interaction
Through fan pages, posts, events and games.
To retweet and reply. Share messages among brand followers
Through fan pages and click ads.
7. Accessibility
Clean and clear. Ads and content gets loaded fast. Friendly user interface
Easy loading and no time out
Same as Facebook, but contents get loaded slower than other two.
8. User interest
Expect brand to be communicated through games, fan pages and events
Regular updates from following brands
Usually banner ads and optimization ads. So no expectations
9. Customization
People can create their own ad and upload, sell products through market
place option
Can create own fan pages and send posts to users and can also create their
own ads. Sites have their own space in their web pages for promoting ads.
Communication strategy and user interaction are unique among each site.
Facebook promote and allows user interaction, Twitter regularly feed posts
regarding the brand and promote through click ads and promotional brand
pages.
Facebook and Instagram follows a default backdrop and text whereas twitter
can be customized. Accessibility is more in Face book than others. Twitter
show importance only for text.
CONCLUSION
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 Facebook, Twitter and Instagram 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.
SUGGESTIONS
Communication should be more preferred than advertising: people do not
prefer buying products through social networking sites. So, if the brand is
communicated well and remembered by the audience, then it is a greatest
success to the company for their promotion through social media. Promotional
way of advertising is best: the usual banner ads and pop-up ads make the users
to ignore them.
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QUESTIONNAIRE
Dear Sir/Madam
Name:
……………………………………………………………….………………
Contact No: ……………………………………………………..
City: …………………………………………………………State:………………………………………………..
PART-A
1. Age
2. Educational Qualification
3. Marital Status
4. Occupation
PART-B
Once a week
1 or 2 hrs. a day
10 to 12 hrs. a day
Yes
No
Daily
2 to 3 times a day
Once a week
Others
Others
10. What kinds of ads have you come across in these sites?
Web banner
Pop ups
Flash ads
Video ads
Others
11.Do you agree ads appearing in SNS?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Often
Sometimes
Never
Depending on ads
Banner ads
Video ads
Agree
Neutral
Disagree
Strongly Disagree
Is Social media marketing effective?
The rise of Social networking AD spending-
The Social Media Effect-