Effectiveness of Social Media Marketing

8/18/2019 Effectiveness of Social Media Marketing

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Enrolment no: 00861201711

Minor Project Report

Personality Development & Communication Skills – III ( !"20#$

! III Semester

Project Title:- Effectiveness of social media

Internal Guide: Submitted by

%ame o t'e ui)e *" San+eev C'o,)'ary %ame o t'e Stu)ent *" -aks'ay)evDesi.nation *" atc'*" 2011"1/

Submitted to :

anarasi)as C'an)i,ala Insititue o Pro essional stu)ies D,arka %e, )el'i

(! iliate) to uru o in) Sin.' In)raprast'a niversity$

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DE !"R"TI#$

I 'ere y )eclare t'at t'is minor pro+ect report title %&Effectiveness of social media ' 3su mitte) y me to anarasi)as C'an)i,ala Insititue o Pro essional stu)ies D,arka is a

ona i)e ,ork un)ertaken )urin. t'e perio) rom 410 t' 5une 2012 to 10t' !u.ust 20123 y me an) 'as not e su mitte) to any ot'er university or institution or t'e a,ar) o any)e.ree certi icate or pu lis' any time e ore

(Si.nature o t'e Stu)ent$

%ame *" -aks'ay Dev

nrollment no *" 00861201711

Date *" 2012

(#$")IDE ERTI)I "TE

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9'is is certi y t'at as per est o my elie t'e pro+ect entitle) %&Effectiveness of socialmedia'* is t'e ona i)e researc' ,ork carrie) out y %&!a+s,ay dev'* stu)ent o !

CIPS D,arka %e, Del'i in partial ul illment o t'e re:uirements or t'e ;inor Pro+ect


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I ,oul) like to e>press my sincere .ratitu)e an) appreciation to ;rs San+eev C'o,)'ary

,'o 'elpe) an) inspire) me to complete t'is pro+ect I elt motivate) an) encoura.e)

every time ,e )iscusse) t'is important topic in our classroom?inally I am t'ank ul to o) our parents an) rien)s ,'o 'ave supporte) us in my

pro+ect or t'eir support encoura.ement an) .ui)ance @it'out 'elp o anyone

mentione) a ove I ,oul) ace many )i iculties ,'ile )oin. t'is pro+ect

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,apter 1 2 Purpose of t,e study1.1 #bjective

In t'is a.e o .lo aliBation t'e ,orl) 'as ecome too small Communication 'as ecome

e ective as never e ore y invention o internet 9'e social net,orkin. sites 'ave also

playe) a crucial role in ri).in. oun)aries crossin. t'e seas an) rin.in. all people at a

common plat orm ,'ere t'ey can meet likemin)e) people or in) ol) rien)s an)

communicate ,it' t'em It 'as ecome a potential mean in uil)in. ne, relations an)

stayin. in touc' ,it' all kno,n =ence t'e o +ective t'at ,e ,ante) to ac'ieve t'rou.'our researc' is to* ?in) out t'e in luence o social net,orkin. sites on t'e personal an)

pro essional li e o t'e people – 'o, it a ects t'eir relations ,'at are its uses or eac'

in)ivi)ual an) 'o, t'ey 'ave een in luence) y t'ese sites

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1.3 Scope

Social me)ia 'as recently emer.e) as a po,er ul marketin. tool to sprea) your messa.e

amon. tar.et market e ectively an) e iciently 9'e increasin. importance o social

me)ia is an in)ication t'at internet 'as een c'osen as an e ective me)ium to

)isseminate a piece o in ormation amon. t'e tar.et market 9'e scope o usin. social

net,orkin. ,e sites like ?ace ook 9,itter rkut etc 'as .iven a ne, ray o 'ope to

tar.et t'e market success ully

• Creating awareness about your products/services.• Identifying the speci c needs of the target group.• Specia e!phasis on speci c target groups.• "igher ead generation for your business.• "igher popu arity of the brand and business.• #in$ing %aceboo$ fan page with other socia networ$ing sites i$e

&witter' (r$ut' hi5 etc.• )ecent updates about business activities on %aceboo$.• *ro!oting your upco!ing business events.• )egu ar b og postings on your persona i+ed co!!unities.• ,p oading re evant videos on -ou&ube and the in$s are posted on % '

&witter etc.• ncouraging fans to co!!ent and share their wa postings to !a$e it

!ore popu ar• Create a %aceboo$ 0% fan page.• Create a vanity ,)# 0by specifying co!pany s na!e .


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• Create a custo!i+ed anding page for % .• Create on ine co!!unities' foru!s' groups etc.

,apter 3 2 Introduction3.1 Introduction about t,e Social Media mar+etin4

e.innin. in t'e early part o t'e 21st century @e applications e.an to c'an.e t'e

,ay ,e communicate Social me)ia marketin. is t'e process o promotin. a usiness

or pro)uct t'rou.' social me)ia c'annels an) it is a po,er ul strate.y t'at ,ill .et

attention to t'e pro)uct an) massive amounts o tra ic to t'e site Social me)ia

marketin. is a recent component o or.aniBations inte.rate) marketin.

communications plans Inte.rate) marketin. communications is a principle

or.aniBations ollo, to connect ,it' t'eir tar.ete) markets Inte.rate) marketin.

communications coor)inates t'e elements o t'e promotional mi> – a)vertisin. personal sellin. pu lic relations pu licity )irect marketin. an) sales promotion to

pro)uce a customer ocuse) messa.eIn t'e tra)itional marketin. communications mo)el t'e content re:uency timin.

an) t'e me)ium o communications y t'e or.aniBation is in colla oration ,it' an

e>ternal a.ent i e a)vertisin. a.encies marketin. researc' ilms an) pu lic relations

irm=o,ever t'e .ro,t' o social me)ia 'as impacte) t'e ,ay or.aniBations

communicate ,it' t'eir customers In t'e emer.ence o @e 2 0 t'e internet provi)es a set o tools t'at allo, people to uil) social an) usiness connections

s'are in ormation an) colla orate on pro+ects online Social me)ia marketin.

pro.rams usually center on e orts to create content t'at attracts attention .enerates

online conversations an) encoura.es rea)ers to s'are it ,it' t'eir social net,orks


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9'e messa.e sprea)s rom user to user an) presuma ly resonates ecause it is comin.

rom a truste) source as oppose) to t'e ran) or company itselSocial me)ia 'as ecome a plat orm t'at is easily accessi le to anyone ,it' internet

access openin. )oors or or.aniBations to increase t'eir ran) a,areness an)

acilitate conversations ,it' t'e customer !))itionally social me)ia serves as a

relatively ine>pensive plat orm or or.aniBations to implement marketin. campai.ns

r.aniBations can .et )irect ee) ack rom t'eir customers an) tar.ete) marketsSocial me)ia marketin. also ene its or.aniBations an) in)ivi)uals y provi)in. an

a))itional c'annel or customer support a means to .ain customer an) competitive

insi.'t an) a met'o) o mana.in. t'eir reputations online ey actors t'at ensure its

success are its relevance to t'e customers t'e value it provi)es t'em ,it' an) t'e

stren.t' o t'e oun)ation on ,'ic' it is uilt ! stron. oun)ation serves as a stan)

or a plat orm in ,'ic' t'e or.aniBation can centraliBe its in ormation an) )irect

customers on its recent )evelopments via ot'er social me)ia c'annels suc' as article

an) press release pu lications

9'e most popular plat orms inclu)e*• ?ace ook • 9,itter • -inke)in• Eou tu e• oo.leF• ;ySpace etc

9'e .oal o a stron. oun)ation is to create a plat orm t'at en.a.es an) empo,ers its

customers ,it' t'e opportunity to communicate ,it' t'e or.aniBations 9'is plat orm

is important ecause it allo,s t'e or.aniBation to measure an) monitor t'e e ects o

t'eir customers !ll plat orms are tailore) to eac' or.aniBationGs en)eavors takin.

into account actors suc' as t'e i..est opportunities an) c'allen.es rou.'t on yt'e plat orms t'e primary )emo.rap'ic ein. tar.ete) an) metrics use) to access

t'e in ormation .aine) rom its customers 9ools o ere) y certain plat orms are

more applica le t'an ot'ers in ac'ievin. .oals set y t'eir customers >amples o

suc' tools an) customers are as ollo,s*


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• -ikes ,all posts an) an siBe on t'e ace ook pa.e o an or.aniBation• 9,eets & lo. posts to announce ne, releases• i ility to e>periment ,it' ne, an) emer.in. tools as t'ey appear an)

evolve

Some or.aniBations actively use social me)ia in t'eir marketin. plan to keep t'e

ran) res' in customersG an) non customersG min)s -inkin. ,it' an or.aniBation on

a social me)ia site allo,s t'e or.aniBation to stay connecte) ,it' in)ivi)uals ,'o

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may or may not e customers instea) o relyin. on t'em to initiate a contact only

,'en t'ey are lookin. or a))itional in ormation

Social me)ia is an enormous a)vertisin. plat orm r.aniBations are a le to tar.et

in)ivi)uals ase) on speci ic interestsG s'are) on social me)ia ?or e>ample i anin)ivi)ual ,atc'es a Eou9u e vi)eo a out +o..in. a s'oe company can serve an a)

or a co ee company can tar.et a)s to in)ivi)uals ,'o post on social me)ia sites t'at

t'ey are tire) Social me)ia 'as allo,e) a)vertisers to re ine a) nets e>tremely

narro,ly

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I. 5istory of social media mar+etin4:-

Social me)ia marketin. ,as starte) in 1#71 ,it' t'e pu lication o 4social

marketin.3 It is an approac' to social planne) c'an.e in t'e marketin. y t'e marketin.

e>perts

9'e irst reco.niBa le social net,ork site launc'e) in 1##7 Si>De.rees com allo,e)

users to create pro iles list t'eir ?rien)s an) e.innin. in 1##8 sur t'e ?rien)s listsac' o t'ese eatures e>iste) in some orm e ore Si>De.rees o course Pro iles

e>iste) on most ma+or )atin. sites an) many community sites !I; an) IC u))y lists

supporte) lists o ?rien)s alt'ou.' t'ose ?rien)s ,ere not visi le to ot'ers

Classmates com allo,e) people to a iliate ,it' t'eir 'i.' sc'ool or colle.e an) sur t'e

net,ork or ot'ers ,'o ,ere also a iliate) ut users coul) not create pro iles or list

?rien)s until years later Si>De.rees ,as t'e irst to com ine t'ese eatures

Si>De.rees promote) itsel as a tool to 'elp people connect ,it' an) sen) messa.es toot'ers @'ile Si>De.rees attracte) millions o users it aile) to ecome a sustaina le

usiness an) in 2000 t'e service close) -ookin. ack its oun)er elieves t'at

Si>De.rees ,as simply a'ea) o its time (! @einreic' personal communication 5uly

11 2007$ @'ile people ,ere alrea)y lockin. to t'e Internet most )i) not 'ave e>ten)e)

net,orks o rien)s ,'o ,ere online arly a)opters complaine) t'at t'ere ,as little to

)o a ter acceptin. ?rien) re:uests an) most users ,ere not intereste) in meetin.

stran.ers

?rom 1##7 to 2001 a num er o community tools e.an supportin. various

com inations o pro iles an) pu licly articulate) ?rien)s !sian!venue lack Planet

an) ;i ente allo,e) users to create personal pro essional an) )atin. pro ilesJusers

coul) i)enti y ?rien)s on t'eir personal pro iles ,it'out seekin. approval or t'ose

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connections ( @aso, personal communication !u.ust 16 2007$ -ike,ise s'ortly

a ter its launc' in 1### -ive5ournal liste) one")irectional connections on user pa.es

-ive5ournalKs creator suspects t'at 'e as'ione) t'ese ?rien)s a ter instant messa.in.

u))y lists ( ?itBpatrick personal communication 5une 1L 2007$Jon -ive5ournal

people mark ot'ers as ?rien)s to ollo, t'eir +ournals an) mana.e privacy settin.s 9'e

orean virtual ,orl)s site Cy,orl) ,as starte) in 1### an) a))e) S%S eatures in 2001

in)epen)ent o t'ese ot'er sites (see im & Eun t'is issue$ -ike,ise ,'en t'e S,e)is'

,e community -unarStorm re as'ione) itsel as an S%S in 2000 it containe) ?rien)s

lists .uest ooks an) )iary pa.es (D Sko. personal communication Septem er 2/

2007$

9'e ne>t ,ave o S%Ss e.an ,'en


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9imeline o t'e launc' )ates o many ma+or S%Ss an) )ates ,'en community sites re"

launc'e) ,it' S%S eatures

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all t'e .oals y creatin. more un)erstan)in. openness companies can ac'ieve

ultimate customers ,'ic' t'ey ,ere previously unac'ieva le

Social me)ia marketin. contains certain uni:ue nature suc' as*

• Participation

Social me)ia encoura.es contri utions an) ee) ack rom everyone ,'o is

intereste) It lurs t'e line et,een me)ia an) au)ience sers can contri ute

to t'e articles an) also t'ey can ,rite t'eir o,n content ase) on t'eir interest

•

penness

;ost social me)ia services are open to ee) ack an) participation 9'ey

encoura.e votin. comments an) t'e s'arin. o in ormation 9'ere are rarely

any arriers to accessin. an) makin. use o content – pass,or) protecte)

content is ro,ne) on

• Conversation

@'ereas tra)itional me)ia is a out 4 roa)cast3 (content transmitte) or

)istri ute) to an au)ience$ Social me)ia is etter seen as t,o",ay

conservation

• CommunitySocial me)ia allo,s communities to orm :uickly an) communicate

e ectively Communities s'are common interests suc' as taste or

p'oto.rap'y• Connecte)ness

;ost kin)s o social me)ia t'rive on t'eir connecte)ness makin. use o links

to ot'er sites resources an) people @it' t'e rapi) penetrations o smart

p'ones social me)ia can e accesse) rom any,'ere at any,'ere at any time

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3.3 Services offered by Social media

I. Dedicated to Inform6 En4a4e6 and Inspire:-

nce upon a time ;ultime)ia meant oys ,it' t'ick .lasses an) pocket protectors ,'o

rou.'t lou) clunky 16mm pro+ectors into a classroom %o, t'ereGs not a person in t'e

country ,'o )oesnGt connect ,it' multime)ia in one ,ay or anot'er ?rom movie screens

to Po,erPoint presentations rom interactive kiosks in s'oppin. malls to splas'y pa.es

o color an) motion on t'e ,e ;ultime)ia is no, part o our every)ay lives

!s a ull–service a)vertisin. a.ency @


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II. (road caste *"

@'enever you ask someone to name an a)vertisin. me)ium o))s are t'e irst ,or)s out

o t'eir mout' ,ill e MtelevisionM or Mra)io M Its 'i.' visi ility an) 'i.' pro ile 9'e

.lamour part o t'e pro ession 9'atGs e>actly ,'y itGs so )i icult to )o e ectively In

roa)cast me)ia t'e ten)ency is to imitate rat'er t'an innovate 9o copycat instea) o

communicate 9o ec'o not ela orate @


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roa)cast is more t'an puttin. a spot on t'e air ?rom script to pro)uction to usin. t'e

latest tec'nolo.y to .et your spot in ront o t'e ri.'t people @


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Print remains t'e lan) o lost opportunity @


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=ave you recently intro)uce) a ne, pro)uctQ ;ay e youGve 'ire) a ne, employee or

,ant to plan a corporate event @'atever t'e ne,s,ort'y occasion @perts are 'ere to 'elp you .enerate pu licity t'at ,ill 'ave everyone talkin.

Pu lic


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!s t'e marketin. tren) e.ins to s'i t )ramatically rom mass marketin. to personal

marketin. ,eKve e.un to see a rise in more social me)ia plat orms o erin. .eo.rap'ic

tar.etin. applications to users @eKve even seen entire social net,orks t'at are )e)icate)

to interactive .eo.rap'ic tar.etin. suc' as oo.le Places an) ?ours:uare

?or usinesses t'at o er localiBe) services or pro)ucts tar.etin. a local customer ase

usin. .eo.rap'ic tar.etin. tools coul) mean a )rastic in lu> in revenue an) ran)

a,areness

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)i4. 3.3

77R o t'e population 'as a social me)ia account

18R o pensioners 'ave t'eir o,n account on a social me)ia net,ork

9'is is only a small selection an) t'ere are many color ul in o .rap'ics c'artin. t'e

success (or ot'er,ise$ o t'e i..er social plat orms like ?ace ook 9,itter Pinterest

Eou9u e an) -inke)In

?ace ook penetration mentione) a ove are correct (aroun) /8 6R$ an) ,it' a population

o aroun) 1 7 million ,e mi.'t e>pect appro>imately 826 200 ?ace ook users in

=amps'ire

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http://www3.hants.gov.uk/factsandfigures/population-statistics.htmhttp://www3.hants.gov.uk/factsandfigures/population-statistics.htm


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)i4. 3.8

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,apter 8 2 Industry #vervie

8.1 Innovations and Developments

)i4 8.3

?ace ook 'el) a keynote at t'eir 8 con erence )emonstratin. a unc' o ne, stu most

importantly 9imeline t'e ne, ace or pro iles 9imeline is c'an.in. ?ace ookGsapproac' to user"centric pa.es )rastically ItGs concentratin. on s'o,in. a vie, o a

personGs li e as s'are) t'rou.' ?ace ook an) a unc' o associate) apps IGve een

playin. ,it' t'e )eveloper release o 9imeline since it ,as announce) an) 'ave .ot to

say I love it

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9'e )esi.n c'an.es ?ace ook is currently un)er.oin. are antastic an) look .reat on t'e

site ut ,e s'oul)nGt or.et t'e 'um le )orm" ase) e.innin.s o t'e ,orl)Gs lar.est

social net,ork !s t'e company 'as .ro,n ,it' more an) more mem ers t'e )esi.n 'as

seen many re inements @eGre .oin. to 'ave a look at its )esi.n timeline to)ay to .et a

.limpse o ,'ere it starte) an) ,'ere itGs 'ea)e) at least or no,

399 and )aceboo+:-

9'e ori.inal ?ace ook )esi.n ack ,'en it ,as calle) t'e ace ook

@'at you see a ove is t'e irst pro ile )esi.n or ?ace ook ack ,'en it still 'a) t'e

t'ree"letter ,or) in ront o it 9'is ,as ack in t'e )ay t'at ?ace ook re:uire) you to e

in a speci ic net,ork suc' as a sc'ool 9'e )esi.n ,as )escri e) )urin. 5esse

isen er.Gs portrayal o ;ark Tucker er. as 4clean an) simple3 an) ,it'out any

likeliness to t'e rivolities o Disneylan)

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9'is is ?ace ookGs in its simplest orm an) airly strai.'t or,ar) In ormation ,asnGt

po,ere) y apps nor split into ta s it ,as +ust t'ere

399; and t,e Mini )eed:-

In 2006 ;ark Tucker er. an) Co pu lis'e) a )rastic c'an.e to ?ace ookGs )esi.n 9'is

)esi.n is pro a ly t'e earliest orm o t'e )esi.n ,e 'ave to)ay ,it' t'e no, u i:uitous

,'ite"on" lue top ar t'e )i erent sections on t'e pa.e an) t'e intro)uction o a

personal ee)

9'e 2006 re)esi.n actually 'a) a lot o t'e same uproar ,e .et illin. our ee)s ,'en

t'ereGs a current")ay re)esi.n o ?ace ook ,it' users reactin. to t'e ne, )esi.n a)ly

until t'ey inally a)apte) to t'e c'an.e =o,ever t'is ,as t'e irst reak rom

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t'e prosaic )esi.n o 200L ,'ic' 'as e ectively remaine) in t'e same orm up until 9'e

)ay

n 2# t' %ov 2006 ?ace ook launc'es its ne, 4?ace ook ?ire o> 9ool ar4

399< and faceboo+:-

?ace ook 'its A0 million users

;o ile te>ts uploa) on ace ook sites (?its on ;o ile Screens$

P'oto sortin. availa le

%avi.ation an) pro ile mo)i ication launc'e)

?ace ook marketplaces launc'e)

Oi)eo unloa)a le on ace ook ,it' mo ile inte.ration

?rien)s list launc'e)

?ace ook plat orm launc'e) or )evelopers

! ility to up)ate status rom mo ile via sms

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399= and t,e $e )aceboo+:-

?ace ookKs re)esi.n aroun) ta s in 2008

49'e %e, ?ace ook3 in 2008 t'e one you 'a) to visit ne, ace ook com to access it

until it ,as rolle) out as )e ault !lt'ou.' t'ere ,ere some minor )esi.n t,eaks since2006 t'e same asic )esi.n still e>iste) ,it' t'e a))ition o ta s to access ,i).ets

create) y ?ace ook apps

9'e %e, ?ace ook ,as )ominate) y t'e ee) s'o,in. t'at ?ace ook ,as e).in. a,ay

rom 'avin. a 4pro ile3 an) instea) 'avin. a stream 9'e ee) s'o,in. a userGs recent

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up)ates an) interaction took up most t'e pa.e ,'ereas t'e little pro ile elements ecame

smaller an) put in t'e si)e ar

?ace ook 'its 100 million users in t'is year

In 2008 ?ace ook a))e) t'e a ility to use croppe) ta..e) p'oto as pro ile p'oto an)

720p vi)eo support is also a))e) to ?ace ook

399> and )aceboo+:-

• ?ace ook 'its A00 million users t'is year

•

9'e like utton is a))e) to ace ook allo,in. millions o users to 4like3 arien)s post pictures status or s'ares etc

• %et li> inte.rations ,it' ?ace ook connect allo,in. users to s'are t'eir

movie revie,s

• ?rien)s list availa le ,it'in t'e c'at inter ace

•

?ace ook usernames ena le) allo,in. a simple ace ook url

• P'oto al um limit .oes 60 to 200

• ! ility to c'oose ,'o you s'are your status up)ates ,it' availa le via t'e

pu lis'er

• ploa) p'otos an) vi)eos via emails

• 6L million people starte) usin. ace ook on mo iles )evices

• ?ace ook is inte.rate) into t'e ?(#? live e>perience

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• Inte.ration o t'e 4U3 sym ol in t'e status up)ates allo,in. you to3 tar.et3

your status up)ates to anot'er ace ook users similar to t,itter

• Counters a))e) to s'are utton

• 4-ive ?ee)3 an) 4%e,s ?ee)3 separate) as a ,ay to or.aniBe t'e 'omepa.e

vie,

3919 and t,e leanup:-

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?ace ookKs i. McleanupM in 2010

In 2010 as a 4cleanup3 9'e main style o t'e 2008 )esi.n (alt'ou.' it receive) some

,elcome re inements since t'en$ remaine) intact ut it ,as 4cleane) up3 :uite a it ,it'some ne, elements t'at ma)e t'e ,'ole site look t'at little it more ele.ant

Per'aps t'e i..est a))ition ,as t'e p'oto ar s'o,in. ?ace ookGs commitment

to,ar)s p'oto s'arin. 5ust like t'e .ro,in. )ominance o a userGs ee) p'otos ,ere

startin. to make t'eir ,ay rom ein. 'i))en a,ay in a ta to ein. ri.'t at t'e top o a

pro ile prominent on t'e pa.e

• ?ace ook 'its L00 million users

• %e, p'oto up loa)er is availa le or users

• ! ility to a)) comment via email

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• Community pa.es an) connections launc'e) allo,in. users to more )ynamically

represent t'eir interests

• ver 200 million people starte) usin. ace ook on mo ile )evices

• 9'e 4-ike3 utton a))e) to comments

• Privacy controls availa le on mo ile )evices ,it' a ro,ser

• ?ace ook places an) c'eckG in launc'e)

• C'at up)ate) no lon.er supportin. internet e>plorer 6

3911 and Timeline:-

9imeline

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Per'aps t'e i..est ever c'an.e to ?ace ook is yet to come* 9imeline 9imeline is ,'at

all pro iles ,ill eventually e mi.rate) to an) itGs t'e )esi.n IGve een playin. a out or

only a e, 'ours prior to ,ritin. t'is article

9imeline is meant to e a timeline o your li e Eour pro ile up)ates p'otos polls an)

everyt'in. else are plotte) on a lon. timeline t'at no, also 'osts 4li e events3 suc' as

reakin. a one or movin. 'ome

?ace ook li e events ein. a))e) in 9imeline

uestion type post up)ate) ,it' an easier inter ace or ans,erin. an) a :uick

visual ans,er inter ace

Deals on ace ook launc'e)

Oi)eo c'at uilt into ace ook

%e, c'at si)e ar to see t'e rien)s you messa.e most

Su scri e utton intro)uce) allo,in. users to see ee) content ,it'out ein.

rien)s

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?ace ook or ipa) launc'e)

%e, messen.er app launc'e) t'at inclu)es support or ip'one lack erry an)

an)roi)

8.3 Government Re4ulations.

)i4 8.8

ne o t'e reasons ,'y ?ace ook ,as catapulte) into t'e most popular social net,orkin.site t'at it is no, is )ue its consistency ,it' maintainin. t'e overall user e>perience an)

makin. sure t'at every part o ?ace ook an) everyt'in. t'at .ets connecte) ,it' it

inclu)in. t'e a)s s'oul) contri ute to t'e stea)iness an) uni ormity o t'e ,'ole ,e site

setup an) t'e makers o t'is ,on)rous social site 'ave een ,it'out ail committe) to

34


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protectin. t'e user e>perience y keepin. t'e site clean stea)y consistent an) ree rom

mislea)in. a)vertisin. an) t'ey are a le to )o t'is y passin. t'e strict re.ulations on

?ace ook a)vertisin. So t'e ,'ole ?ace ook a)vertisin. setup is .enerally 'in.e) on

trans ormin. e>istin. a)s into more personaliBe) messa.es t'at are cut to t'e orm an)

likin. o t'e in)ivi)ual users ase) on 'o, t'eir rien)s interact ,it' music artists

ran)s an) all t'e usinesses t'at are relevant to t'em

So

?ace ook 'as put in place a set o .ui)elines t'at applies to all a)s t'at ,ill appear on t'e

,e site an) even t'ose a)s ,it'in canvas pa.es o ?ace ook Plat orm applications an) in

a))ition to t'is all a)s are re:uire) to meet t'e terms o t'e Privacy Policy an) Statement

o presse) permission y

?ace ook an) in t'is re.ar) a)s t'at contain a M out rom t'e ,'ole site alto.et'er

e ore an a) can compel a vie,er to click on an a) an) su mit pertinent personal

in ormation suc' as )ate o irt' name p'one num ers social security num ers

tcetera t'e a)vertiser 'as to make sure t'at it is ein. )one to ena le an online

35


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purc'asin. transaction ,'ere t'e lan)in. a) pa.e clearly an) succinctly in)icates t'at a

pro)uct is ein. sol) In s'ort 'anky panky is not allo,e)

?ace ook oo.le Ea'oo In)ia an) ;icroso t 'ave een accuse) o 'ostin. anti"

reli.ious or anti"social contents on t'eir ,e sites

! Del'i court 'a) recently )irecte) several social me)ia players inclu)in. ?ace ook

In)ia oo.le In)ia Pvt -t) an) Eoutu e to remove o +ectiona le contents rom t'eir

,e sites

3


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Internet Privacy and Government Regulatio

)i4 8.@

8 ) S 8)C" S8-S9:

;ost !mericans (L#R$ see t'e usiness practice o tar.etin. a)s ase) on )ata collecte)

rom users o email searc' or social net,orkin. sites as an un+usti ie) use o private

3


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in ormation nly one"in"t'ree (AAR$ see t'is as a air e>c'an.e or t'e ree services

t'ese companies provi)e

Despite t'is concern !mericans are not ea.er or t'e .overnment to take a lar.er role on

t'is issue ! ma+ority (L6R$ say t'at t'e .overnment s'oul) not .et more involve) in

re.ulatin. 'o, internet companies 'an)le privacy issues ,'ile +ust A8R say t'e

.overnment s'oul) )o more

People un)er a.e A0 are evenly split on t'e le.itimacy o internet companies usin.

personal in ormation to tar.et a)s* /7R call it an invasion o privacy ,'ile /6R see it as

a air e>c'an.e or ree services y contrast people over a.e A0 see t'is as an un+usti ie)

use o private in ormation y a 62R to A0R mar.in In keepin. ,it' t'is youn.er

!mericans are more likely t'an t'ose a.es A0 an) ol)er to say t'e .overnment s'oul) not.et more involve) in t'is issue (62R vs L/R$

8.8 #pportunities and T,reats

Social me)ia an) in our case social net,orks 'ave create) a )rastic c'an.e in t'e

communications iel) n)erstan)in. t'ese net,orkin. tren)s " an) ein. a le to take

a)vanta.e o t'em " is a :uestion o crucial importance or t'ose ,'o simply )onKt ,ant

to e le t e'in) in t'e )i.ital ,orl)

=o, )o t'ose c'an.es in communication impact us rom t'e a)vertisin. stan)pointQ

9'ere is no )ou t t'at social net,orks provi)e .reat opportunity o 'avin. )irect contact

,it' t'e potential consumer It s'oul) e kept in min) t'at social net,orks can 'elp

promote .oo)s an) services as ,ell as 'arm t'e reputation o a company

9'ey provi)e .reat opportunities ut at t'e same time can 'i)e ma+or t'reats So it is

important to un)erstan) ,'at tactics to apply in or)er to .et t'e most ,ante) outcome

an) avoi) )ama.in. a companyKs ima.e

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8.@

1. #pportunities:-

1. (etter brand en4a4ement – y simply makin. sure you 'ave a asic presence in

appropriate social environments you are invitin. people to actively en.a.e ,it' your

ran) -ast mont' t'e =arvar) usiness periment to )iscover

,'et'er simply 'avin. a presence on ?ace ook increases emotional connection ,it' a

ran) y settin. up a pa.e or a local co ee s'op It turne) out t'at ?ace ook )i) in)ee)

c'an.e customer e'avior or t'e etter ?ace ook ans .enerate) more positive ,or) o

mout' t'ey visite) t'e outlet 20R more o ten an) t'ey .ave t'e store t'e 'i.'est s'are

o t'eir )inin. out )ollars an) ,ere most likely to recommen) t'e s'op to rien)s

9'e lesson 'ere is to make sure you 'ave a presence tell your loyal customers a out it

an) make sure you 'ave t'e resource to keep your content up to )ate an) relevant

3. En4a4in4 one-to-one it, customers – Social me)ia is little more t'an a series o i.

conversations y +oinin. t'ese conversations you are invitin. ot'ers to s'are t'eir vie,s

,it' you 5ust ein. t'ere is a rave t'in. or a usiness (,'ic' may e ,'y ran)s ,'o

are present are positively perceive) y t'eir customers$ as itGs as likely to illicit criticism

as it is praise

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!ny usiness person kno,s 'o,ever t'at ot' o t'ese can e positive Criticism i

)ealt ,it' e ectively can .enerate more positive opinion t'at a simple recommen)ation

9'is me)ium is i)eal or 'an)lin. criticism 'ea)"on – itGs c'eap easy an) imme)iate

Eou +ust nee) to make sure youGre rea)y to respon) positively %ot en.a.in. in a

conversation is as ru)e online as it is in real li e

8 5i4,ly tar4eted media – ?or a :uick 'it t'e pro ile ase) approac' to most o t'e

social me)ia sites makes an i)eal environment or 'i.'ly tar.ete) me)ia opportunities

!s t'e Social ;e)ia universe .ro,s ,e are startin. to see more an) more nic'e interest"

relate) environments In places like t'ese t'e siteGs t'eme also creates a clear conte>t or

your a)vertisin. to allo, you to relate etter – e . t'e usiness ocus o -inke) In

@e recommen) creatin. )e)icate) su "campai.ns to .et t'e most out o t'e :uite

intimate e>perience users o social net,orks 'ave So un)erstan) t'e conte>t an) t'e

customer create a campai.n t'at talks )irectly to t'em ,'erever possi le in a ,ay t'at

relates to ,'y t'ey are t'ere in t'e irst place

@. (uilt-in seedin4 mec,anisms – !ll success ul social net,orkin. sites 'ave uilt"in

see)in. mec'anisms – ,ays to pus' up)ates to a ,i)er net,ork an) keep t'em comin.

ack Clever usinesses capitaliBe on t'ese eatures to 'elp see) t'eir campai.ns oo)

e>amples inclu)e an I ! campai.n in S,e)en t'at use) ?ace ookGs ima.e ta..in.

eature as t'e 'u o a competition an) ur.er in.Gs campai.n t'at aske) people to un"

rien) someone or a ur.er ot' ,ere immensely success ul )ue to ?ace ooks in" uilt

eatures t'at automatically keep rien)s up to )ate ,it' ,'at youGre )oin.

. Interconnectivity – !s ,ell as uilt"in viral .oo)ies social sites survive in a very

competitive spaceH all vyin. or a s'are o your ro,sin. 'ours Part o t'e recipe or

t'eir success is to create connections to automatically s'are content amon.st several sites

usinesses can use t'is to see) content (ne,s events up)ates etc$ :uickly across several

net,orks t'ere y increasin. t'eir impact an) reac'

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;. S,are-ability – !not'er c'aracteristic o social net,orks is 'o, easy t'ey make it or

people to s'are i)eas Eou can create campai.ns an) .a).ets t'at encoura.e users to

s'are t'em an) talk a out t'em 9'ese can e provocative P< campai.n creatives or

.a).ets t'at are un an) use ul

ecause t'e e ect o t'is type o activity is or.anic it can take a ,'ile to .ain

momentum ?or t'is reason it ,orks etter as a lon."term ran) a,areness campai.n

rat'er t'an a s'ort pro)uct launc' activity


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a out 9'is can 'elp you i)enti y ,'o itGs ri.'t to talk to as ,ell as ,'at t'ey ,ant you to

talk a out

viously t'is activity can e immensely valua le eyon) 'elpin. to s'ape your

marketin. campai.n it allo,s you like never e ore to 'ear ,'at people t'ink o your

ran) or ,'at t'ey e>pect rom someone in your sector

19. Transformin4 ,o you do business – 9'e e ect o listenin. to your customers let

alone en.a.in. t'em in a conversation can e pro oun) =avin. customer ee) ack so

rea)ily availa le means you can )evelop etter pro)ucts aster an) i)enti y issues in a

'eart eat

ItGs also pro oun) ecause increasin.ly t'e a ility or usinesses to ,ork like t'is iscreatin. an e>pectation rom consumers t'at t'is is 'o, t'in.s s'oul) e I you arenGt

askin. or your customersG opinions you may ultimately lose t'em alto.et'er

So t'ere you .o – a partial an) incomplete .ui)e to t'e ,orl) o social me)iaH its ene its

an) some o t'e potential pit alls 9'e aim really o all t'is is to s'o, you t'at social

me)ia marketin. is not one 'omo.enous mass itGs a myria) o sites services an)

opportunities t'atGs so i. you 'ave to pinpoint your activity care ully to capitaliBe on

@'en you .et it ri.'t t'ou.' t'e ,ins can e really i.

8.@

3. T,reats:-

1. Social net or+in4 orms : Social net,orkin. ,orms inclu)e oo ace ,'ic' 'as ecome accor)in. to researc'ers Mt'e lar.est @e 2 0 otnet M @'ile a multi" acete)

t'reat like oo ace c'allen.es t'e )e inition o M,orm M it is speci ically )esi.ne) to

propa.ate across social net,orks (e . ?ace ook mySpace 9,itter 'iL ?rien)ster an)

e o$ enlist more mac'ines into its otnet an) 'i+ack more accounts to sen) more spam

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to enlist more mac'ines !ll t'e ,'ile makin. money ,it' t'e usual otnet usiness

inclu)in. scare,are an)


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;. (otnets: -ate last year security researc'ers uncovere) 9,itter accounts ein. use) as

a comman) an) control c'annel or a e, otnets 9'e stan)ar) comman) an) control

c'annel is I


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19. Trust: 9'e common t'rea) across almost all o t'ese t'reats is t'e tremen)ous

amount o trust users 'ave in t'ese social applications -ike e"mail ,'en it 'it t'e

mainstream or instant messa.in. ,'en it ecame u i:uitous people trust links pictures

vi)eos an) e>ecuta les ,'en t'ey come rom M rien)s M until t'ey .et urne) a e, times

Social applications 'avenKt urne) enou.' people yet 9'e )i erence ,it' social

net,orks is t'at t'e entire purpose o t'em is to s'are "" a lot "" ,'ic' ,ill result in a

steeper learnin. curve or users 9ranslation "" youKll 'ave to .et urne) a e, more

times

8. /ey Statistics:-

1. 20 percent o searc'es on oo.le eac' )ay 'ave $E7ER een searc'e) or e ore

3. 9'ere are more t'an 8. billion pieces of content (,e links ne,s stories lo. posts

etc $ s'are) eac' ,eek on ?ace ook

8. /A percent o all online consumers are social me)ia ans or ollo,ers

@. LA percent o people on 9,itter recommend companies or t'eir pro)ucts in t'eir

t,eets

. 9'e avera.e !merican internet user ,atc'es 89 minutes o vi)eo online per )ay

;. AL 'ours o vi)eo oota.e is uploa)e) to Eou9u e every minute


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=. very )ay 2 A00ne @ikipe)ia articles are create) a))in. to its 17 million articles

,it' contri utions rom #1 000 active contri utors

>. 1 / million ne, lo. posts are create) every day

19. 200 million ?ace ook users access t'e service rom a mobile device.

11. 9'ere are more t'an L illion p'otos on )lic+r

13. /L million people vie, SlideS,are presentations eac' mont'

18. WA 08 illion ,ill e spent to advertise on social net,orkin. sites in 2011 a LL percent increase over 2010

8.; ontribution in Indian economy of social media:-

1 Internet contri utes A 2 percent to t'e In)ian DP

!ccor)in. to t'e 2011 I;? orecast In)ian DP stan)s at 1 8/6 9rillion SD !ccor)in.

to t'at )ata In)ia is #t' lar.est economy in t'e ,orl) Services contri utes to L0R o)) to

t'e In)ian DP ,'ile a.riculture contri utes to 16R o))

%o, a :uestion mi.'t strike to your min) is t'at 'o, )oes internet contri ute to

t'e In)ian DP Q @ell t'is 'appens ecause o various activities likeH e"commerce

a)vertisin. services o ere) online reelancin. etc

4

http://www.squamble.com/2011/08/31/biggest-economies-in-the-world-historically/http://www.squamble.com/2011/08/31/biggest-economies-in-the-world-historically/


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)i4 8.

y runnin. a ,e site you can make money in various ,ays like*

Displayin. a)vertisements on your ,e sites

Provi)in. services online via your ,e sites

Sellin. stu online ( e"commerce m"commerce $

!lso y provi)in. various reelancin. services online

,apter @ 2 ompetitor "nalysis

@.1 /ey Players in t,e Industry

1: )aceboo+

?ace ook is clearly a top c'oice %inety"t,o percent o marketersare usin. ?ace ook an)

72R plan on increasin. t'eir activities -ess t'an /R o marketers surveye) )o not plan

4

http://www.squamble.com/2012/02/02/how-to-brand-your-e-commerce-business/http://www.squamble.com/2012/02/21/mobile-commerce-in-india/http://www.squamble.com/2012/02/02/how-to-brand-your-e-commerce-business/http://www.squamble.com/2012/02/21/mobile-commerce-in-india/


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to utiliBe ?ace ook Secon) only to Eou9u e vi)eo ?ace ook is an area ,'ere ;arketers

eel t'ey can ac'ieve Su stantial results

Seventy"si> percent o 2C plan on

Increasin. ?ace ook e orts

Seventy"seven percent o small" to

;i)"siBe) usinesses (26"/##

mployees$ ,ill also increase t'eir

?ace ook activities ?ace ook is!lso t'e top ocus or people +ust

ettin. starte) ,it' social me)ia

;arketin. (7#R$

!))itionally small" to mi)"siBe)

Companies ,it' 26"/## employees

are more likely to increase t'eir

?ace ook use (77R$ t'an small

(70R$ or lar.e (6#R$ or.aniBations

3: T itter

! ma+ority o marketers (6#R$ ,ill

4


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increase t'eir activities on 9,itter

sli.'tly )o,n rom 7AR in 2011

nterprise"level usinesses an)

small usinesses o 2L"##

employees are most likely to

increase t'eir activities on 9,itter

,it' 7LR reportin. a irmatively

marketers ,orkin. 21 'ours or

more per ,eek ,it' social me)ia

as many as 80R say t'ey ,ill

increase t'eir use o 9,itter in

2012

;arketers a.e) 20"2# (78R$ are ar

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more likely t'an t'eir peers (68R$

to increase t'eir use o 9,itter

8.Goo4leB

%e,comer oo.leF is on t'e ra)ar

or many marketers ;ost

usinesses (67R$ plan on

increasin. t'eir oo.leF activities

,'ile more t'an 1 in L 'ave no

plans to use oo.leF

t'ose puttin. at least 11 'ours

per ,eek into social me)ia

marketin. at least 7AR plan to

increase t'eir use o oo.leF %inety"t,o percent o marketers

,orkin. A0"AL 'ours a ,eek ,it'

social me)ia a irme) t'is

;ale marketers (70R$ are more

likely to increase t'eir oo.leF use

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t'an emale marketers (6/ LR$

@: !in+edIn

!s e>pecte) 2 companies are

si.ni icantly more likely to plan on

increasin. t'eir use o -inke)In

(76R o 2 versus LLR o 2C$

ot' are increases rom 2011

levels (71R o 2 an) L1R o 2C$

Social me)ia ne,comers (72R$

,ere more likely to increase t'eir

use o -inke)In nterprise"level

usinesses ,ere least likely to

increase t'eir use (L#R$

.CouTube?or t'e secon) year in a ro,

Eou9u e vi)eo is t'e top area

,'ere marketers plan on

increasin. t'eir social me)ia

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e orts

! si.ni icant 76R o marketers plan

on increasin. t'eir Eou9u e

an) or vi)eo marketin. 9'is is

sli.'tly )o,n rom 2011 (77R$

usinesses ,it' 26"### employees

in)icate) t'is is a key .ro,t' area

,it' at least 80R respon)in.

a irmatively Eoun.er marketers(77R o t'ose a.e) 20"/#$ are also

more likely to increase t'eir vi)eo

pro)uction t'an ol)er marketers

(68R o t'ose a.e) 60F$

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@.3 Mar+et s,are of Eac, Player

8ccording to ; oba Stats' %aceboo$ owns 3. 4< of the !ar$et share inter!s of socia !edia in India= >hi e it ho ds 5. 1< !ar$et share wor dwide.8verage %aceboo$ 8ds cost per c ic$ 0C*C in India is about 53 cents 0)s. 23 ?24 as co!pared to ,.S average of ,S@ 1.22 0)s. 55 approA. . >hi e cost per1777 i!pressions 0C*B in India is 23 cents' in ,S it is 52 cents.

)aceboo+ – ?ace ookGs market s'are o visits currently stan)s at 6A 76R e;arketer estimates t'at ?ace ookGs a) revenue ,ill increase y L2R to a out WL 78 illion in 2012

CouTube – Eou9u eGs market s'are o visits is at 1# 7AR >perts e>pect Eou9u e to eincreasin.ly use) y small usinesses in t'e uture

T itter – 9,itterGs market s'are o visits is 1 LAR !nalysts pre)ict t'at 9,itter ,ill.ro, as a ne,source an) link re errer

!in+edIn – -inke)InGs market s'are o visits is at 0 7LR 9re is e>pects its s'are toc'an.e in relation ,it' t'e unemployment rate I employment is up people are lesslikely to use t'e site or +o searc'es an) net,orkin. an) vice versa 9re is also estimatest'at t'e num er o -inke)InGs uni:ue mont'ly visitors ,ill reac' aroun) 2L0 million y2018

Goo4leB – oo.leFGs market s'are is la..in. e'in) at 0 /AR Still t'e oun)er o

!ncestry com e>pects it to 'ave /00 million users y t'e en) o 2012

53

http://www.facebook.com/http://www.emarketer.com/http://www.emarketer.com/http://www.youtube.com/http://www.twitter.com/http://www.linkedin.com/http://www.trefis.com/https://plus.google.com/http://www.ancestry.com/http://www.ancestry.com/http://www.facebook.com/http://www.emarketer.com/http://www.youtube.com/http://www.twitter.com/http://www.linkedin.com/http://www.trefis.com/https://plus.google.com/http://www.ancestry.com/


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@.8 /ey ,allen4es facin4 t,e competitors

Documents

Effectiveness of Social Media Marketing