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This project report has been make after the fulfillment of two month Summer Internship Programme at Uniworld Edusoft Pvt. Ltd, under the guidance of Mr.Mukesh Garg ( Project Cordinator,Uniworld Edusoft Pvt.Ltd.).
Citation preview
Unitedworld School of Business Page 1
Understand Digital Marketing and Role of Twitter
and Content Marketing in Digital Marketing
Report submitted to
Unitedworld School of Business, Ahmedabad
After the fulfillment of Summer Internship Programme
For the award of the degree of
Post Graduate Diploma in Management
By
JOY SAHA
Enrolment No: 030206042
Under the Guidence of
Dr. Sapna Choraria ( Faculty Guide)
&
Mr. Mukesh Garg (Project Guide)
Uniworld Edusoft Pvt. Ltd.
Ahmedabad, INDIA
Unitedworld School of Business Page 2
This project is dedicated to
my parents and my sister
Unitedworld School of Business Page 3
ACKNOWLEDGMENT
Foremost, I would like to express my sincere gratitude to my Project guide Mr.Mukesh Garg for
the continuous support my project during my Summer Internship Programme, for his patience,
motivation, enthusiasm, and immense knowledge and support. His guidance helped me to learn
things about Social Media Marketing, SEO, and Online Reputation Management, Content
Marketing, Alumny Connect and many other things during this period. I could not have imagined
having a better advisor and mentor for my SIP. Besides my advisor, I would like to thank greatly
my project guide Dr. Sapna Choraria, who helped me a lot to complete the project report
successfully. I would also like to thank whole Uniworld Edusoft Pvt Ltd. team, my friends for co-
operating me & giving me valuable suggestion all throughout my project.
I express my gratitude to Head Of Operation, Mr. Jaideep Banerjee for providing me with all the
facilities.
Also I would like to thank all the faculty members of the dept. for their valuable suggestions and
help regarding the completion of my project report.
Last but not the least, I would like to thank my family, my parents, and my dearest sister for their
love and supporting me spiritually throughout my life.
Joy Saha
Post Graduate Diploma in Management
Unitedworld School of Business
Ahmedabad
Unitedworld School of Business Page 4
APPROVAL SHEET
This report entitled Understand Digital Marketing and Role of Twitter & Content
Marketing in Digital Marketing by JOY SAHA is approved for the fulfillment of Summer
Internship Programme.
Faculty Guide
________________________
________________________
________________________
Date :____________
Place :____________
Unitedworld School of Business Page 5
DECLARATION
I declare that this written submission represents my ideas in my own words and where others'
ideas or words have been included, I have adequately cited and referenced the original sources. I
also declare that I have adhered to all principles of academic honesty and integrity and have not
misrepresented or fabricated or falsified any idea/data/fact/source in my submission. I understand
that any violation of the above will be cause for disciplinary action by the Institute and can also
evoke penal action from the sources which have thus not been properly cited or from whom
proper permission has not been taken when needed.
_________________________________
(Signature)
JOY SAHA
(Name of the student)
030206042
(Enrollment No.)
Date: __________
Unitedworld School of Business Page 6
CERTIFICATE
It is certified that the work contained in the report titled Understand Digital Marketing and
Role of Twitter & Content Marketing in Digital Marketing, by JOY SAHA, has been
carried out under my supervision and that this work has not been submitted elsewhere for
Summer Internship Programme of PGDM
Dr. Sapna Choraria
Faculty Guide
Unitedworld School of Business
Ahmedabad
Unitedworld School of Business Page 7
CERTIFICATE
It is certified that the work contained in the report titled Understand Digital Marketing and
Role of Twitter & Content Marketing in Digital Marketing, by JOY SAHA, has been
carried out under my supervision and that this work has not been submitted elsewhere for
Summer Internship Programme of PGDM
Mr. Mukesh Garg
Project Guide
Uniworld Edusoft Pvt. Ltd.
Ahmedabad
Unitedworld School of Business Page 8
Table of Content
SL. No Topic Page No
1. List of Tables 9
2. List of Figures 10
3. 1. Introduction. 1.1. Overview of digital marketing.
1.2. Scope of digital marketing.
1.3. Influencing factors of digital marketing.
1.4. Role of twitter in digital marketing.
1.5. Company overview.
1.6. Competitors for UWSB.
1.7. Competitors for UID.
1.8. SWOT analysis of UWSB.
11
11
11
12
12
13
15
15
16
4. 2. Literature Review 2.1 Research Methodology
17 18
5. 3. 1 Analysis 3.1.2 UWSBs Twitter profile analysis 3.1.3 Competitor analysis of UWSB twitter profile
3.1.4 Action plan for UWSB twitter profile
3.1.5 Follower analysis
3.1.6 Retweet analysis
3.1.7 Visitors analysis in UWSB twitter profile 3.1.8 social media ROI- Naked Pizza
19
20
22
23
26
27
28
30
4. Content Marketing 4.1 Analysis of comments
4.2 Visitors analysis of UWSBs blog
31
34
35
5. Testimonials 5.1 Analysis of testimonials
36
38
6. Portals 6.1 Portal Analysis
39
41
7. Backlinks 7.1 Analysis of backlinks
42
45
8. Facebook 46
9. Online Reputation Management 49
10. Google analytics 49
11. Summary 51
12. Conclusion 51
13. Recommendation 52
14. Reference 53
15. Appendix 55
Unitedworld School of Business Page 9
List of Tables
Tables No Page No.
1. Organizational hierarchy of Uniworld Edusoft Pvt. Ltd.
2. SWOT Analysis of UWSB
3. Increase the number of visitors in twitter profile per day
4. Comments on post of Life at Unitedworld blog
5. List of Portals made for UWSB
6. List of portals made for UID
7. Back links of UWSBs competitors
14
16
28
31
39
40
42
Unitedworld School of Business Page 10
List of Figures
Figure No Page No
1. UWSB Twitter profile before 15th April
2. UWSB twitter profile after changes
3. UWSBs Competitors profile
4. Competitors Twitter posts
5. Competitors Twitter posts
6. Competitors Twitter profile
7. Changes in follower
8. Changes in follower
9. Changes in retweet
10. Increase the no of visitors in UWSB Twitter profile
11. Social media Roi- Naked Pizza
12. Increase the no of visitors in UWSB blog
13. Testimonials from students
14. Testimonials From students
15. Testimonials from students
16. Facebook posts in Alumni group
17. Facebook posts in Alumni group
18. Facebook posts in Alumni group
19. Visitors via social referral
20. Visitors via whole digital media
20
21
22
22
22
23
25
26
27
29
30
35
36
37
38
46
47
48
49
50
Unitedworld School of Business Page 11
Introduction
1.1 Overview of Digital Marketing:
Digital marketing is a way of marketing by using electronic devices like mobile, computer,
tablets etc. It can also be defined as a promoting of brand, product, and service by using all forms
of digital advertisement like television, radio, Internet, Mobile and any form of digital media to
reach the target customer with timely, personal, relevant & cost effective manner. Digital
marketing are basically 7 types, these are Social media marketing, Email Marketing, Website
adds, Local listing, SEO, Blog Marketing & mobile optimized. In 2001 digital marketing come
into existence and after day by day new social media tools are coming up in to existence. In 2003
wordpress, Linked in, My Space come where Fcaebook, Gmail comes in 2005 , You Tube in
2005 & in 2006 most popular micro blogging tool Twitter come into existence. These are the
most popular digital marketing tool and now a day almost all companies are connecting with their
customers through these social networks. In 2013 Facebook have 1.11 billion, twitter 500
million, you tube 1 billion, wordpress 66 million, Linked in 225 million, My space 32.6 million,
Gmail 425 million, Google + 343 million.
1.2 Scope of Digital Marketing:
Millions of user is connecting with digital space now days and due to increase in demand of
products and services related to digital space, there is a huge scope of digital marketing in
IT/Software industry. Most of the IT/software based companies providing digital marketing
solution related digital marketing. Every industry whether it IT, Health Care , Telecom, Banking,
Manufacturing or Education needs digital marketing help in order to promote , branding,
marketing their product in a cost effective way. The most important thing of Digital Marketing is
its directly connect with the customer & it is a two way process. Companies can get the feedback
of their products related to their product and services from their customers directly and by
fulfilling their demand they can make more loyal customer & can built positive word of mouth.
Unitedworld School of Business Page 12
1.3 Influencing factor of Digital Marketing
By getting constant technological advantages business owners are new way connecting with their
existing and potential customers. There are several factor why people prefer digital marketing.
Directly connect with the customers: Through Digital Marketing Companies can directly connect
with their customers and their feedback towards the product.
Marketing, Branding & Sale: Through Digital Marketing Companies can marketing their existing
product, branding their product & ultimately they can sale the product to their target customers.
Time & Cost efficient: Digital Marketing is both time and cost effective. Through digital
Marketing companies can marketing, branding, sale their product to their target customer in less
time and cost effective way.
1.4 Role of Twitter in Digital Marketing
Twitter is one of the best micro blogging digital marketing tools which have more than 500
million users in world wide. These are basic role which twitter acts in digital marketing.
Connecting with customers: Through twitter companies can connect with wide range of
customers & able to know about current trends which helps companies to understand new fashion
& advertise campaigning. If companies have unsatisfied customer, through twitter they Co. can
listen their problem and able to solve their problem.
Branding: Twitter helps in branding of products and services
Customer Feedback: Once a company connects with the customer, by using twitter they can also
get feedback from their customer.
Accept all above reason twitter also helps in marketing of the company, collect market
news, spying on competitor, Increase in sales & maintain brand loyalty.
Unitedworld School of Business Page 13
1.5 Company overview
The company: Uniworld Edusoft Pvt. Ltd. is an IT and IT enabled Service Company. Its products
are Eduberry and Live content and also provide services like internet marketing, IT infrastructure
and maintenance and website designing. The company is driven by innovative and enthusiastic
youth and thus provides with a learning environment. Unitedworld School of Business (UWSB)
and Unitedworld institute of Design (UID) are served by the company. UWSB imparts PGDM
and PGPM courses to the graduates while UID imparts Bachelor Degree Program. Customers of
Uniworld Edusoft are the new students who are eligible for the programs that are imparted and
also the existing students. Innovative and updated technologies are used in the company.
Marketing: Uniworld Edusoft Pvt. Ltd marketing its product through digital marketing. Under
digital marketing there is two way of marketing i.e. paid and free cost marketing. Paid marketing
includes Search Engine Optimization (Google advertisement), Organic Search(Key word
optimization), Email communication, SMS through mobile etc. Free cost marketing includes
marketing through social media like Facebook, Linked in, Twitter, Google +, You Tube, Blogs
like Life at Unitedworld etc. Accept this Unitedworld School of Business and Unitedworld
Institute of Design marketing through Educational fare, TV advertisement, Print media etc to
attract its target customer i.e. students.
Finance: Uniworld Edusoft Pvt. Ltd. mainly depends on equity and loan fund from group
companies and directors. This companies debt to equity ratio `ratio is 23.02% which indicates
against every 100 rupees they finance Rs.23.02 through debt/loan. Current ratio (which indicates
liquidity condition of the company) is .66 which is below the industry standard i.e.1.35 which
indicates that if problem arise company may face difficulties to repay its debt.
Human Resource: UBSB & UID bath organization has centralized recruitment system where all
the lead generated by the Kolkata campus and forwards it to local head. The Dean of the campus
will go for final selection issuance. In performance appraisal there is two way process i.e. based
on
KRA(Key Resulting Area)
JD(Job Description)
There is two type of appraisal i.e. verbal & nonverbal(Using scale) and half yearly
basis. Here immediate boss will ask to evaluate the performance of individual
employee as per KRAs defined by employee.
That evaluation sheet pass on to team head of the dept and again his remarks taken
into consideration.
And at last team leader and head of the organization come together take the final
decision on appraisal.
Unitedworld School of Business Page 14
Organisational Structure: In the both organization there is bottom up organizational structure
where decision are come from lower level employee as a suggestion and flow it to top
management and at last top management take decision considering all the suggestion
Head of the Department
Manager
Senior Manager
Ass. Manager
Senior Executive
Executive
Senior officer
Officer
Trainee
Table no 1 organizational hierarchy of Uniworld Edusoft Pvt Ltd
Operation: UWSB and UID connected with its all stakeholders i.e. students, faculties and other
academic staffs through the ERP system. The primarily process of UWSB and UID are starting
with the recruiting students and given them one enrollment numbers each of them which are their
separate identities. All information about students are recorded by eduberry system like frees,
class schedule, attendance. The teachers also connected through the eduberry system they see
their class schedule on it.
The Customers: Uniworld Edusoft Pvt. Ltd has main two products Eduberry & Live Content &
services provides Internet marketing; IT infrastructure and Maintenance, Website
Design.Unitedworld School of Business & Unitedworld Institute of Design are its main clients.
UWSBs customer are students who completed graduation and looking forward for doing
MBA/PGDM & Uwsbs Customers are HS pass out students who looking forward to make their
career in design.
The competition: Unitedworld School of Business & Unitedworld Institute of Design both face
competition based on placement, infrastructure, Faculty, marketing, course fee from their
competitors.
Unitedworld School of Business Page 15
1.6 Competitor for Unitedworld School of Business
Shanti Business School
MIT Business School
New Delhi Institute of Management
IMS Ghaziabad, Globsyn
IILM for higher education
Birla Institute of Management
IIPM
ICFAI Business School
EIILM
GOA institute of management
1.7 Competitor for Unitedworld Institute of Design
MIT institute of design
Arch academy of design
ICAT design and media college
DSK international School of Design
Pearl Academy of Design
National Institute of Design etc.
The Environment: The economic environment consist all the economic forces under which one
business is operated. Where UBSB and UIDs economic environment is concerned, it is quite
positive. The course fee set for the both two institutes courses are affordable by a middle class
income group of people. They have also good tie-up with the different commercial banks for loan
facility of the students.
The Technology: Uniworld Edusoft Pvt.Ltd Company is totally based on Internet. They uses
updated software for provide better service to its customer. UWSB uses Eduberry and Live
Content through which students get all academic & study related information. All the campus is
wifi enabled which helps student to learnt thing from different source and get updated.
Unitedworld School of Business Page 16
1.8 SWOT Analysis of UWSB
Strength:
AICTE Approved, Low course fee Good hostel facility CEO lecture series Eduberry and Live content engine, multilayer placement, international camp, infrastructure, brand and strategy workshops, Experienced and supportive
faculties.
Weakness:
Less no of Institute in India Less no of courses are providing Low Brand Value as this Institute are
in the growing stage.
Low Research Value
Opportunity:
As UWSB has good infrastructure and
favorable political, economical
environment so opportunity is very
high open up new courses like
MBA in Power Management. MBA in Infrastructure Management. MBA in resource conservation. MBA in Packaging. MBA in Port Management. MBA in Export Import.
Threat:
Threat from changing business dynamics. Other good courses also
come up and growing rapidly.
Threat from the competitors who are providing same PGDM degree, good
placement ( Avg 3-4 lakhs same as
UWSB) with almost same course fee.
Competitor like ICFAI business school, Shanti Business School, IIPM,
EIILM, Birla Institute of Management,
MIT Business School.
Table no- 2 SWOT Analysis of UWSB
Unitedworld School of Business Page 17
Literature review
Using social media especially twitter for marketing purposes is a new idea as it newly launched
in 2006. Therefore there is limited number of academic research in this field of study (Zhao &
Rossen 2009 Jansen et al, 2009). Micro blogging is a new form of communication where user
describe their current activity related to their life in a brief text update(use only less than 200
characters) and send them to their friends or interested observers through text messaging, instant
messaging email or web. Twitter is one of the popular micro blogging tool through which one
can describe their current status with a limit of 140 characters (Akshay Java 2007). Twitter is an
important tool for online marketing especially for SME and also the future of twitter for SME.
This study mainly focus on three objective & these are To find out how SME use twitter for
marketing purposes, To understand their perception about twitter as a online marketing tool and
at last to know their plans for future use of twitter in their business (Marius Bulearca, Suzana
Bulearca 2010). To understand the correlation between online marketing and critical success
factor Maha M. Alkhaffaf, Asmahan M. Altahe said that online marketing is a match between
modern communication technology and old marketing principles. Researchers Jackson et al
(1999) recognized that managers have always applied online marketing in their companies in
order to increase the ROI. Organization should concentrate on the critical success factors of this
kind of marketing and test if they are implemented correctly to ensure their success. For doing
digital marketing it is also important for every company to understand the user behavior i.e. to
find out how frequently people connect to social networks and for how long as well as the types
and sequences of activities that user conduct on this site (Fabricio Benevenuto, Tiago Rodrigues
2009). And this user behavior & user influence has long been studied in the field of sociology,
communication, marketing and political science. This notion of influence plays an important role
to observe how business operates and how society functions. This study of influence patterns
helps to understand why & how some trends are adopted faster than other and how it helps
advertiser and marketer to design more effective campaign (Meeyoung Fallaey, Hamed Haddadi
2010). Stock markets are control by multiple no factors in which facts & belief acts a major role
to set the price of companys stock. To extract the facts & belief from the population marketers
use the fastest growing social media tool so called twitter (M. Sebastian A. Wolfram, 2010).
Every company which was use twitter are benifited & get a high Return on investment. In
December 2008 Dell Outlet (@delloutlet) announced that it had generated $1 million online by
posting e-commerce links to its Twitter feed (Twitter success stories, Marketingprofs LLC,
2009).
Unitedworld School of Business Page 18
2.1Research Methodology:
Project Title: - Understand Digital Marketing and Role of Twitter and Content Marketing in
Digital Marketing.
Objective of the study: -
The study has been undertaken in order to achieve the following objective
Understand Twitter marketing
Role of twitter in digital marketing
Understanding competitors strategies
How to engage more traffic
How to increase followers in twitter profile
Strategies to be implemented
Scope of the study: -
This study wills helps any educational institute to marketing through social media.This study is
mainly focus on practical application rather than theoretical analysis.
Methodology: -
Methodology aims to present a clear idea of the research procedure used in this study. This
research is exploratory types. First we find out the problem i.e. there is less no of follower in
twitter profile. Objective is to increase the followers. Then we explore the problems and find out
some solution which I have apply in the twitter profile.
Method of Data Collection:-
The secondary data was collected from Unitedworld School of Business & different websites.
There was no survey in this project so primary data was not collected through questionnaire but
comments & likes in Facebook, Twitter, Blogs, and testimonials helps to analyze the whole
project
Sources of Data:-
Primary data
Secondary data
Unitedworld School of Business Page 19
Analysis
3.1 Twitter:
About Twitter: Twitter is a firstly growing micro blogging social media tool which has recently
more than 500 billion user across the world. At present almost all business organization are using
twitter for their promotional activity as it is free cost social media tool. Educational institute are
specially using twitter for their branding as because through twitter institute can reach maximum
number of target audience i.e. students, faculties, corporate dignitaries etc. And through twitter
institutes can easily share their current activity like CEO lecture series, management fest,
placement news, events , student activity etc with target audience & except this institute are also
share update business news, Study related information, Motivational quote etc which not only
helps own institutes current students but also benefit other who are working/studying in different
organization/institute. And most important thing is positive word of mouth built by this activity
which attracts new prospective students. Students who looking forward to take admission to an
institute, through twitter activity he/she come to know well about the institute which most of the
time results in taking admission.
Twitter is not private i.e. any twitter user can see the post of other & also can retweet the same
tweet. Twitter also provides the facility of hash tags which is simply a keyword preceded by
hash sign (#). When one use hash tags in a post, twitter application will hyperlinks the hash tags
to other posts that use the same hash tags. this is a easy way of linking the post in a single list.
Unitedworld School of business are using twitter as a social media marketing tool through which
it share current activity like placement news, events, CEO lecture series & other institute
information with students as well as also can share corporate news, study related information,
motivational quote with its 251 follower.
Unitedworld School of Business Page 20
3.1.2 UWSB Twitter profile analysis (before 15 April 2013)
Figure no-1 UWSB Twitter profile before15th April
The above figure is the screen shot of Unitedworld School of Businesss twitter profile before
15th
April. It is easy to see that in the background of twitter profile there is no any campus picture
or picture related to the campus. As a result it is not looking lively & lack of ability to attract the
traffic. In the picture gallery there was no any update picture of campus or students i.e. why
students are not getting any interest & this profile not able to attract more traffic.
I have recommended few changes in UWSB twitter profile so that the profile looks more lively
and attractive. Suggestions are as bellow
In the background all three campuses photograph should be there along with description
so that it looks like more attractive.
There should be some CEOs photograph who has visited in our campus in the
background of UWSB twitter profile, so that when people visited in profile, they can
aware about the activities of our campuses.
This not only helps to increase more visitors but also helps in branding of UWSB as a
good management institute of Ahmedabad.
Unitedworld School of Business Page 21
Twitter profile after changes
Figure no-2 UWSB Twitter profile after changes
The update profile of Unitedworld School of Business looks more attractive compare to earlier one. It is
because in the new profile I have recommended to put all campus photograph in one site with description.
Now people when visits the profile can come to know & get a idea about Unitedworld School of Business
Campus & its Infrastructure. When people see the picture of CEO, who have visited in the campus can
come to know the quality of study & activity of the Unitedworld School of Business. By go through the
photographs of students, students will more attach with the Unitedworld School of Business Twitter
profile as they find their own photograph in the institute profile. Alumni also feel proud when they see
there photograpg in the college profile. They will think that Institute are remembering them & take care of
their memories.
Unitedworld School of Business Page 22
3.1.3 Competitor analysis of UWSB twitters profile:
Competitor uses their campus photo as header and background
Figure no-3 Competitors Twitter profile
Compare to other UWSB do optimum no of tweet in continuous basis
IIMC tweet continuous basis about their upcoming events and contest
IBSA write institute name first and using space write the remaining tweet where brand
name is on focused- IBS Quote-Yeard,
Figure no-4 Competitors Twitter posts
Attractive content by HBS
Figure no-5 Competitors Twitter posts
Unitedworld School of Business Page 23
In the initial stage I have analyze the competitors of Unitedworld Schook of Business i.e. what
UWSBs big competitors are doing in their website. What they are post in the twitter so that their
tweets are getting more retweet. I have done a detail competitor analysis of the twitter profile and
list out the point in the bullet points. Also take the screen shot of some competitors for a sample.
After completion of the competitors analysis I have make the action plan for Unitedworld School
of Business Twitters profile. The action plans of Unitedworld School of Business twitter profile
are listed out in the bellow bullets points.
3.1.4 Action plan for UWSB twitter profile
Use #Hashtag in front of important words
Ex- #Placement:UWSB successfully placed 90% of its stuudents. For #placement details
click www.unitedworld.in. Please RT
Use website link to twitter account.
Often tweet motivational content and link the blog
Ex- Why people have #negative attitude when they have positive blood group. Plz RT
Providing some information which make people think and attract the traffic
Ex- Road accident causes 3% less #GDP in India. Any idea to overcome? plz RT
Tweet continuous basis about UWSBs CEO lecture and upcoming events
Ex- #Sunita william: sharing experience of space on 5th April at UWSB. Plz RT
Play contest
Ex- Win the contest, meet #Sunita William at #UWSB
Use campus picture in the background and header
Figure no 6 Competitors Twitter profile
Unitedworld School of Business Page 24
The first action plan was to use hash tags precedes any word. After using hash tags i.e. simply
use of # sign before any words, twitter hyperlinks the same word with posts of same tags.
This is very useful for linking the data in the same place.
Second action plan was to use the website links in the Twitter profile. By using the website
link one twitter visitors can directly go to the UWSBs websites from the twitter profile. It not
only helps twitter visitors to get more information about UWSB but also helpful for UWSB
websites as it gets back links.
Third action plan is to do motivational tweet frequently like motivational quotes of Steve
Jobs. It will motivate students & inspire them to achieve goals.
Forth action plan is to do informative tweet regularly. As a result students & other twitter
follower stay updated with business & other information which will both beneficiary for
institute as well as followers.
Fifth action plan is to do tweet regularly of upcoming CEO lecture and events which will
organize in the institute. As a results present students aware about the events, out sites
students also able to join the events. After getting latest updates from the twitter, students will
more engage with twitter profile.
Sixth action plan is to play contest in the twitter. Those who will win the contest, they will get
the free pass to attend CEO lectures, seminars. This type of contest will increase the interest
of the students.
Last action plan was to use the Institute picture in the header of Unitedworld School of
Business twitter profile. This will look like more lively and attractive.
Unitedworld School of Business Page 25
Figure no -7 Changes in follower
The above figure is two screen shot of UWSB twitter profile, Left screen shot is before
applying the action plan and the right one is the after applying the action plan in twitter.It is
clearly seen that before 15th
April there is only 217 followers & in June there is 251
followers. That is a great success for UWSB as large no of increase in follower, which also
clearly indicate the positive results of applying the action plan.
Unitedworld School of Business Page 26
3.1.5 Follower Analysis:
Figure no 8 Changes in follower
The above chart indicates that within two months UWSB twitter profiles follower increase 16 % i.e. 37
which is a more than the twitter benchmark of 3%increse of follower/month. In this 37 follower most of
are existing students, faculties & new students who are looking forward for doing MBA. So it is showing
that more people are attaching with UWSB twitter profile & it can be say that UWSB is developing its
Brand image as a good Management institute in INDIA.
200
210
220
230
240
250
260
Follower
23-Apr
14-Jun
16 %
Increase in
Follower
e
Unitedworld School of Business Page 27
3.1.6 Re-Tweet Analysis:
Figure no 9 Changes in Re-Tweet
Changes in quality of tweet results in increase no followers engagement in UWSBs twitter. The
above graph shows that before two month of April there is only 22 retweet & during mid april
mid June there is total 117 retweet. It simply represents that more no of people like the content of
tweet & on an average every tweet are retweeted 3 times which is a outstanding results
comparing with twitter benchmark. Out of this 117 retweet most of content are relates to
interesting study related discussion, Economic, financial & other business news, motivational
quotes, Campus news & Alumnis photograph which people are liking the most. All alumni were
engaging with UWSBs twitter after seeing the tweets relates to them, their photograph, past
good memories which remembering their old days. They not only retweeted the tweets but also
interacts with new students, giving the feedback of institute activity, sharing their experience
which is both beneficiaries for the institute, current students & alumni. Alumni feel proud when
they see institute are remembering. They can get some good words about them self from the
institute which helps them in corporate & at the same time placement opportunity also there for
the current students. During this two month few new students are also engaged with uwsb twitter
profile and after getting all news relates to the campus they ultimately get the admission in
Ahmedabad campus. So I would say twitter is a best free cost media to develop brand image, do
marketing for Unitedworld School of Business which will more helpful in near future for this
institute.
15th Feb-14 April 15th April-14th June
22
117
Retweet
Retweet
Unitedworld School of Business Page 28
3.1.7 Visitors analysis:
Table no 3 Increase of the visitor in the twitter profile/day.
The above charts indicate the increase in the number of visitors per day in Unitedworld School of
Business twitter profile. Between 19 February, 2013 to 14 April, 2013 there was only one visitors
in the UWSB twitter profile which was a very poor results. But after applying the action plan i.e.
in the period between April 15, 2013 to June 8, 2013 there was huge no of increase of visitors
i.e.2300 percent.
Unitedworld School of Business Page 29
Chart shows the increase the no of visitors per day in twitter profile.
Figure no-10 increase in visitors in UWSB twitter profile
The above chart shows that percentage of visitors in twitter profile increase by 2300% during
April 15,2013 to June 8,2013 comparing to previous Feb 19,2013 to Apr 14,2013 period. It
indicates that people are more connected with Unitedworld School of Business twitter profile.
0
5
10
15
20
25
No of visitor/ day in UWSB twitter profile
Increase in visitors
Apr 15,2013- Jun 8,2013
Feb 19,2013-Apr 14,2013
Percentage increase 2300%
Unitedworld School of Business Page 30
3.1.8 Social Media RoI Naked Pizza
Naked Pizza is a New Orleans-based healthy pizza joint that specializes in its low-calorie slices
that weigh a fraction of a normal pizza slice. The company built a 4,300 person following on
Twitter in 2.5 months. Though the company is local, Naked Pizza is still able to use Twitter to
advertise within a 3 mile radius.
Using analytics tools to find entrance rates, Naked Pizza has found that, on average, 20% of sales
come from users who enter the site via Twitter. Furthermore, during one particular advertising
blitz on Twitter, the company found that 69% of their sales for that day first came to the site via
Twitters website. The normal 20% of sales per day are sustained as long as CEO Jeff Leach
tweets which he does at least once and up to 15 times every single day.
Figure 11: Social Media RoI Naked Pizza
Because Naked Pizza was able to change their analytics metrics into dollars the company was
able to make an important business decision: to change their company sign, which originally had
an order phone number on it, to their Twitter handle. By the way, Naked Pizza gets an average of
35,000 people who drive by every day, and is working to become a national chain.
Co-founders Jeff Leach and Randy Crochet are frequently quoted as saying that Naked Pizza
isnt a pizza company, but a social media company that sells pizza. In fact, their entire business
plan is based on using social media and rapid expansion to promote a healthier version of a
popular fast food, one with no sugar or Trans-fats and about half the calories of the competition's
products.
Unitedworld School of Business Page 31
4. Content Marketing:
SL.No
1
How to crack GDPI for MBA
Likes:
Comments:
2
Financial Accounting
Likes:
Comments:
Unitedworld School of Business Page 32
3
Why MBA after BE/B-TECH?
Likes:
Comments:
4
Twitter as a marketing tool
Likes:
Unitedworld School of Business Page 33
5
Talent v/s Attitude
Likes:
Comments:
6
Positive Attitude
Likes:
Unitedworld School of Business Page 34
7
Online Reputation Management
Likes:
Comments:
Table no- 4 comments on post of Life at Unitedworld blog
4.1 Analysis of the comments:
Life at Unitedworld is Unitedworld School of Businesss Blog which are getting good no of
visitors after 15th
April. This blog contains article relates to CEO visit in the campus, different
subject related topic, etc. This blog are mainly support UWSB twitter profile as because all the
new posting on the blog are tweeted from the twitter profile. As a result all twitter follower of
UWSB can able to read quality content and at the same time it also act as a back link for
Unitedworld School of Business website. Those who visited twitter profile or blog can directly
go to the website which ultimately results in increase no of traffic in the website.
During this two month I have written 7 articles on different topic which has been posted on Life
at Unitedworld blog. This 7 article got total 37 likes & 30 comments which shows the increase no
of readers in the blog & quality of content.
Unitedworld School of Business Page 35
4.2 visitors analysis of UWSBs blog
Increase in the visitors in the blog
Figure no-12 Increase in the visitors in the blog
The above chart which collects from the google analytics shows the no of visitors visits in every
month at life at Unitedworld blog. We can see that in the month of April, May & June the no of
visitors is very high compare to previous month which is nothing but results of contentiously
posting of interesting & quality of content in the blog. From the comment it can say that people
are liking the content and more engaging with the Life at Unitedworld blog.
Unitedworld School of Business Page 36
5 Testimonials:
Figure no-13 Testimonials from students
The above posts are the screen shot of testimonials which is written by on students of
Unitedworld School of Business from Kolkata campus. In this testimonial she has written about
UWSB campus environment which is very students friendly, faculties are cooperative & this
institute is corporate oriented. This testimonial definitely develop a good brand image and able to
set a positive image of the institute in the students mind who are looking forward to take
admission for MBA.
Unitedworld School of Business Page 37
Figure no 14 Testimonials from students
The above figure is the screen shot of testimonial which is written by one students of
Unitedworld School of Business Kolkata campus. In this testimonials she has written about
strength which UWSBs students are acquire during these two years of Post Graduate Diploma In
Management i.e. Confidents and attitude. This kind of testimonials definitely boosts up the level
of confidence of the students who are planning for taking admission in Unitedworld School of
Business.
Unitedworld School of Business Page 38
Figure no 15 Testimonials from students
The above figure is the testimonials written by UWSB students under which she has written
about UWSBs cooperative faculty members. She also shares her SIPs good experience which
will going to help the junior students.
5.1 Analysis of testimonials:
Testimonial is best way of branding which creates positive word of mouth. Current & previous students
are write about the campus which automatically posted in UWSBs all social media sites. It creates good
impression about the institute in the outsiders mind mostly attract the new students who are planning to
get admission. During this two month I worked on testimonial writing. In this period I sending request to
existing & previous students through mail & approach them to write testimony about UWSB. As results
good testimony are coming which will surely build a goodwill & good brand image of Unitedworld
School of Business.
Unitedworld School of Business Page 39
6. Portals:
Portals for UWSB
No Name Website
1 Business Today http://businesstoday.intoday.in
2 Chilli Breeze http://www.chillibreeze.com/
3 Eduniversal Ranking http://www.eduniversal-ranking.com
4 MBA Universe.com http://www.mbauniverse.com
5 Trak.in http://trak.in
6 Jagran Josh http://www.jagranjosh.com
7 2iim.com http://top-b-schools.2iim.com/
8 Learn hub http://cat.learnhub.com
9 Way 2 College http://www.way2college.com
10 Nuvvo http://nuvvo.com
11 Avon Foundation http://www.avonfoundation.in
12 Success Cds http://www.successcds.net
13 MBA Colleges http://www.listmbacolleges.com
14 Adhyapak.com http://www.adhyapak.com
15 IndiaMBA.com http://www.indianmba.com
16 Silicon India Education http://www.siliconindia.com
17 MBA exams Info.com http://mbaexamsinfo.com
18 Kumaon Youth http://kumaonyouth.com
19 Myeduwiky.com http://myeduwiki.com
20 Top MBA http://www.topmba.com
21 Hindustan Times http://www.hindustantimes.com
22 India Education http://www.indiaeducation.net
23 Infinite Courses.com http://www.infinitecourses.com
24 MBA Informer http://mbainformer.blogspot.in
25 PGDM Colleges http://www.pgdmcolleges.in/
26 University Colleges List.com http://www.universitycollegeslist.com
27 Edu Cum Jobs http://educumjobs.blogspot.in
28 Careers 360 http://www.careers360.com
29 Sarkari Exam.Com http://www.sarkariexam.com
Unitedworld School of Business Page 40
30 Shiksha.com http://www.shiksha.com
31 Study Chacha.com http://studychacha.com
32 Edunom http://www.edunom.com
33 Masters Degree Courses http://www.mastersdegreecourses.org
34
Higher Education In
India.com http://www.highereducationinindia.com
35 India College Info.com http://indiacollegeinfo.com
36 Our Edu Blog http://blog.oureducation.in
37 Way 2 k.com http://www.way2k.com
38 World Colleges Information http://www.worldcolleges.info
39 SN Study Nation.com http://study.taaza.com
40 Education Group http://www.worldeduhub.com
41 MBA Discussion http://mbadiscussions.com
42 Career Mitra http://blog.careermitra.com
43 Target Study.com http://targetstudy.com
44 Asian Correspondent.com http://asiancorrespondent.com
45 Good MBA Guide.com http://goodmbaguide.com
46 Forbes http://www.forbes.com
47 4 GMAT.Com http://top-b-schools.4gmat.com/
48 Delhi Education http://www.delhieducation.net
49 Young Buzz http://www.youngbuzz.com
50 India College Search http://www.indiacollegesearch.com Table no-7 portals of UWSB
Portals for UID
No Name Website
1 Bhanwar Rathore Design Studio http://www.rathoredesign.com
2 Dream Colleges http://www.dreamcolleges.com
3 India Site.com http://www.indiasite.com
4 India Education http://www.indiaeducation.net
5 Indian Study Info http://indianstudyinfo.com
6 Way 2 college http://www.way2college.com
7 AFS Fashion http://www.afsfashion.com
8 Mithila Connect http://fashion.mithilaconnect.com
Unitedworld School of Business Page 41
9 The Wesley Group http://wesleyconsultants.com
10 E how http://www.ehow.com
11 Educated India http://educatedindia.com
12 Mingle Box http://www.minglebox.com
13 Ht Campus.com http://www.htcampus.com
14 Maps of India .com http://www.mapsofindia.com
15 Web India 123 http://career.webindia123.com
16 Burrp http://ahmedabad.burrp.com
17 Jagran Josh http://www.jagranjosh.com
18 Just Dial http://www.justdial.com
19 Shiksha.com http://www.shiksha.com
20 Infinite Coueses.com http://www.infinitecourses.com
21 Education Info Media http://www.mumbai.educationinfomedia.com
22 Ask India Kolkata http://www.asklaila.com
23 Hub Pages http://bytop-10.hubpages.com Table no-8 Portals of UID
6.1 Portals Analysis:
These are the 50 portals for UWSB & 23 portals for UID which I have list out for Uniworld
Edusoft Pvt. Ltd. These are all portals in India where all management institute are listed their
name. In few this above portals Unitedworld School of Business are listed their name. I make this
list & at the same time suggested the management to listed the name of Unitedworld School of
Business & Unitedworld Institute of Design in all the above portals so that when anybody search
for best MBA college or design college they can easily find Unitedworld School of Business &
Unitedworld Insitute of Design.
Unitedworld School of Business Page 42
7. Back links:
MICA IBS
1 http://www.careerforum.in 1 http://www.indiaresults.com
2 http://www.orissajob.com 2 http://digsitesvalue.com
3 http://www.mba.com/ 3 http://www.admissionchannel.com
4 http://www.scholarshipstimes.com/ 4 http://website.informer.com
5 http://www.smetimes.in/ 5 http://www.aznews.in
6 http://www.mbarendezvous.com 6 http://www.seaastandards.org
7 http://www.indiacollegesearch.com 7 http://www.azresults.com
8 http://education.oneindia.in 8 http://internetadvices.com
9 http://www.htcampus.com 9 http://in.businessdb.com
10 http://www.careers360.com 10 http://www.highereducationinindia.com
11 http://study.taaza.com 11 http://icmrindia.org
12 http://sindhuteacher.com 12 http://myvarsity.in
13 http://indiatoday.intoday.in 13 http://www.kwaab.com
14 http://www.catiim.in 14 http://www.managementparadise.com
15 http://www.prlog.org/ 15 http://www.ugc.ac.in
16 http://www.thehindu.com 16 http://cflogic.careerforum.in
17 http://www.kaumudiglobal.com 17 http://whois.stsoftware.biz
18 http://examsinformer.com 18 http://indianstudentsportal.blogspot.in/
19 http://www.erudite.in 19 http://careerride.com
20 http://www.way2college.com 20 http://admissionadda.com
21 http://www.careersolution.info 21 http://educations9.blogspot.in/
22 http://www.idealclasses.com 22 http://www.mbauniverse.com
23 http://www.deccanherald.com/ 23 http://colleges4mba.com
24 http://www.edunom.com 24 http://www.allnewsforu.com
25 http://mbaguru.in 25 http://www.educationobserver.com
26 http://www.indiacollegesearch.com
27 http://www.dare2compete.com
28 http://allindiaforum.com
29 http://www.education4search.com
30 http://www.propoor.org
31 http://www.statscrop.com
Unitedworld School of Business Page 43
DSISM Shanti Business School
1 http://colleges4india.blogspot.in/ 1 http://infosite.in
2 http://infosite.in 2 http://www.shiksha.com
3 http://www.mybandra.com/ 3 http://www.admissionchannel.com
4 http://www.mbauniverse.com 4 http://www.bschool.careers360.com
5 http://admissionchannel.com 5 http://www.minglebox.com
6 http://www.winentrance.com/ 6 http://chasecat.in/
7 http://www.dare2compete.com 7 http://www.siliconindia.com
8 http://chasecat.in 8 http://wes.eletsonline.com
9 http://www.htcampus.com 9 http://findsitevalue.com
10 http://www.indiancolleges.com
11 http://www.worldcolleges.info
12 http://blackboard24x7.com
13 http://www.careerage.com
14 http://www.jantareview.com
15 http://mbadiscussions.com
Skyline College NMIMS
1 http://www.internetadvices.com 1 http://www.myrecruitment.co.in
2 http://gaboli.com/ 2 http://www.educationcds.net
3 http://www.webrankpage.com 3 http://www.youngkingdom.com/
4 http://www.winentrance.com 4 http://www.itsmyascent.com
5 http://www.indcareer.com 5 http://qna.rediff.com
6 http://www.xomreviews.com 6 http://urlm.co
7 http://www.bestentranceexam.com 7 http://blogs.mybandra.com
8 http://www.indiacollegesearch.com 8 http://www.apstudentsguide.com
9 http://www.pringoo.com 9 http://www.statscrop.com
10 http://www.admissioncorner.com 10 http://archive.is
11 http://careermitra.com 11 http://free.yudu.com
12 http://www.htcampus.com 12 http://friendlyengine.com
13 http://www.aboutus.org 13 http://www.prlog.org
14 http://www.jeetaapki.com 14 http://www.xmarks.com
15 http://www.hitbullseye.com 15 http://ecareerinfo.com
16 http://www.meritexam.com 16 http://www.learningace.com
17 http://www.trade-reviews.com 17 http://resultsregister.blogspot.in
18 http://www.linkingsky.com 18 http://www.search.pe
19 http://khojguru.com 19 http://www.edujobnews.com
20 http://studyplaces.com 20 http://www.edujobnews.com
21 http://iconsultonline.com
Unitedworld School of Business Page 44
22 http://freelancewp.com
23 http://careerandinfoisro.blogspot.in
24 http://colleges4india.blogspot.in
IIPM SP Jain
1 http://www.mycollegeform.com 1 http://classifieds.mybandra.com
2 http://www.highereducationinindia.com 2 http://www.seaastandards.org
3 http://privatejobshub.blogspot.in 3 http://totalgadha.com
4 http://discuss.itacumens.com 4 http://www.winentrance.com
5 http://www.firstpost.com 5 http://www.mbauniverse.com
6 http://jroller.com 6 http://myvarsity.in
7 http://www.sunariya.com 7 http://www.coolavenues.com
8 http://www.go2naukri.com 8 http://www.coolavenues.com
9 http://www.mymbacolleges.com 9 http://www.indcareer.com
10 http://www.cvbhejo.com 10 http://admissionadda.com
11 http://www.coolfanpages.com 11 http://www.eduvidya.com
12 http://www.glassdoor.co.in 12 http://www.propoor.org/
13 http://daily.bhaskar.com 13 http://forum.thebetterindia.com
14 http://www.iipmresearch.in 14 http://www.find-mba.com
15 http://www.collegekhabar.com 15 http://www.mbajunction.com/
16 http://iipmbschool.wordpress.com 16 http://www.admissioncorner.com
17 http://www.gradfather.com 17 http://yourstory.in
18 http://samosapedia.com 18 http://amarrnaik.blogspot.in/
19 http://www.timi.edu 19 http://cat4mba.com
20 http://www.indiacollegesearch.com 20 http://learnhub.com
21 http://address007.com 21 http://educationuniverse.in
22 http://www.bestpune.com 22 http://www.ednol.com
23 http://www.indiancolleges.com/ 23 http://jackofinterviews.blogspot.in
24 http://yasarev.blogspot.in 24 http://www.idealclasses.com
25 http://www.knowurcollege.com 25 http://www.listmbacolleges.com/
26 http://www.urlanalyser.com 26 http://www.corpplacements.co
27 http://www.edunom.com 27 http://gyanone.com
28 http://www.directorysubmitfree.com 28 http://www.mapsofindia.com
29 http://www.go4admission.com/ 29 http://www.mbacollegesinindia.net
30 http://www.ivycapventures.com 30 http://higherstudies.aglasem.com
31 http://www.listdelhi.com 31 http://search.pmi.org
32 http://assuremba.50webs.com
33 http://www.hindustanlink.com
34 http://allinfoindia.com
Unitedworld School of Business Page 45
35 http://www.globalshiksha.com
36 http://www.ekikrat.in
SIBM IILM
1 http://www.b-school-mba.com/ 1 http://en.wikipedia.org
2 http://www.careerride.com/ 2 http://tinmark.com
3 http://www.sites-guide.co.in 3 http://study.taaza.com
4 http://www.hindustanlink.com/ 4 http://sunburn.in
5 http://www.educationworld.in/ 5 http://website.informer.com
6 http://management.ind.in/ 6 http://www.seaastandards.org
7 http://www.vprov.com 7 http://mbagreed.com
8 http://higherstudies.aglasem.com 8 http://www.bschool.careers360.com
9 http://www.seaastandards.org 9 http://www.adhyapak.com Table no-9 Back links of UWSBs competitors
7.1 Analysis of back links:
This all are the back links of UWSBs competitors. For an example Shiksha.com is a portal,
when anybody go to shiksha.com website & search best MBA college, they can find Unitedworld
School of Business as because UWSB is listed their name and full institute profile in that website
& can directly go to the UWSB website. So for UWSBs website, Shiksha.com is a back link.
Likewise I have find out UWSBs strong 10 competitors back link. That is all the portals name
where they put their institute profile. Now UWSB can put their institute name and related
information to those website which will results in increase the no of website traffic.
Unitedworld School of Business Page 46
8. Fcebook:
In Facebook I have worked on alumni connect. We make a Facebook group as namely
Alumni@Unitedworld School of Business & connect 439 students. I have posted 43 post which
gets 364 likes & 180 comments. Post are including alumni photograph, quotes, brand related
topic etc.
Figure no-16 Facebook posts in Alumni group
The above figure is the screen shot of face book posts which has been posted on Alumni connect
group. This post is based on brand equity, in which an open ended question has been asked to
answer. Most of the people from marketing background engaged in this discussion as this content
are from their area. This type of interactive posts engaged more users in the group. It will
beneficiary for both institute site as well as students site. Students can acquire knowledge from
the discussion & at the same time UWSB name also spread to the multiple number of people
through word of mouth which is a best way of developing brand image.
Unitedworld School of Business Page 47
Figure no 17 Facebook posts in Alumni group
The above figure is the screen shot of Unitedworld School of Business Facebool posts. The above
posts are pictures of industrial visits, freshers party, and cultural events. Number of likes shows
that maximum no of regular students are engaged in this post as because own photograph is there
in the institute facebook posts. In this post some pictures is of industrial visits so people from the
corporate come to know about the students of Unitredworld School of Business. Students from
the out site come to know about the students activity of UWSB which will attracts the new
students who are looking forward to do MBA.
Unitedworld School of Business Page 48
Figure no 18 Facebook posts in Alumni group
The above figures are the screen shot of the Fcaebook posts which has been posted on
Unitedworld School of Business alumni connect group. This post is the picture of alumni & it is
seen from the no of likes that maximum number of likes in this post is from UWSB alumni. After
a long time when alumni seen their golden memories at the same time they engages in this posts.
Unitedworld School of Business Page 49
9. Online Reputation Management:
Online reputation management is maintaining companys reputation by using tools like google
alerts. In this competitive digital world if anyone is spread negative words of a company so it
may hamper the reputation of that company. By using google alerts at is easy to find out what
others are discussing about one company. After setting google alerts on any companies name,
what others discussing about that company can directly come in the specified mail id. If there is
any negative discussion then positive feedback can be given to solve the misunderstanding or
grievance of the customers.
10. Google Analytics:
Figure no-19 visitors via social referral
The above graph showing the visits of traffic in UWSB website through social media. The blue
line showing the visits in between April-June & Orange color line showing the visits between
February-April period. From the above graph it is clear that the social media play a good role to
increase the no of traffic in UWSB website.
Unitedworld School of Business Page 50
Figure no-20 visitors via whole digital media
The above graph shows that visits of traffic in UWSB website through all SEO & social media.
The orange color line showing the visits in between April-June period & the green color line
showing visits in between February-April period. From this chart it can easily say that SEO i.e
create Back links & social media act a big role to increase the no of traffic in the UWSBs
Websites which is very high compare to previous months.
Unitedworld School of Business Page 51
Summary
This project is based on digital marketing which cover twitter marketing, Content marketing,
Search Engine Optimization (SEO), Facebook, Testimonial, Online Reputation Management.
The main objective of this project is to develop a good brand image of Unitedworld School of
Business, aware people about this institute through social media. Under this project it is briefly
discuss about twitter marketing, how much useful twitter is & how to attract more traffic through
twitter. It is also shown in the graph that the increase no of twitter follower, retweet & the
increase no of visitors in UWSB twitter profile after applying the action plan which has been
suggested to management. In content marketing, I have promoted the content through twitter &
Life at Unitedworld blog which has got a good response from the target audience. No of likes &
comments are increase which indicate the quality of content & it leads this blog higher in Alexa
ranking. In SEO list of 73portals are make to register UWSB in those & more than 200 backlinks
has been made which helps to increase no of traffic in the UWSB website. Through facebook 439
alumni are connected, 43 posts have been posted which has got 364 likes & 180 comments. In
testimonials different campuses students were wrote good words, their idea & experience about
UWSB which ultimately built good word of mouth about this institute & also attract new students
to take admission in this campus. This project report will give a brief idea to understand digital
marketing & it will helps to build good brand image, maintain good reputation of an institute,
marketing of service, product through digital media.
Conclusion
This project gives an idea about digital marketing & it will also describe how an educational
institute can benefit by using social media. As trends are changing, people spends more time into
internet so scope of digital marketing also very high. The main advantage of social media
marketing is its a
Low cost marketing
High scope to reach target audience
Two way communication
Educational institute should use social media to develop a good brand image, share information
with students which will be beneficiary for both students & institute. Information helps students
to acquire knowledge as well as the new students come to know about the quality of the institute
& at the same time there is a possibility of new admission, built good word of mouth from the
institute side. As Return on Investment (ROI) & benefit of using digital marketing is very high,
so every institute should use social media to communicate, promote as well as to survive in the
competition.
Unitedworld School of Business Page 52
Recommendation
To stay connected with all followers & attract the new user UWSB should do quality of tweet in contentious basis.
Direct message should be sent in Twitter as well as in Facebook to all alumni to maintain
the symbiotic relationship with them.
UWSB should register in the portals (suggested portals list) to increase the no of traffic in
the website.
Blog should be updated in regular basis.
UWSB should make google alerts by Unitedworld School of Business name, and should
check the alerts in contentious basis to see what others are discussing about UWSB. If
anyone is using negative words then positive reply should need to be given.
Unitedworld School of Business Page 53
Reference
1. Akshay Java, Tim Finin, Why We Twitter: Understanding Microblogging Usage and
Communities August 12, 2007
2. Marius Bulearca, Suzana Bulearca Global Business and Management Research, 2010
3. Meeyoung Cha, Hamed Haddadi, Fabrcio Benevenuto, Krishna P. Gummadi. Association for the Advancement of Artificial Intelligence. 2010
4. Fabrcio Benevenuto, Tiago Rodrigues, Meeyoung Cha, Virglio Almeida. Characterizing User Behavior in Online Social Networks, 2009.
5. Maha M. Alkhaffaf, Asmahan M. Altaher, Critical Success Factors of E-Direct Marketing in Jordan Travel Agencies,2012
6. Sakshi Leekha, Evolution of Internet Marketing and how it impacts a companys Bottom line, 2012
7. Rishi Dave, How to engage in social media: a dell perspective
8. C. J. Hutto , Sarita Yardi, Eric Gilbert, A Longitudinal Study of Follow Predictors on Twitter 2013
9. Jianwei Hou, Csar Rego, Internet Marketing: An Overview2002
10. Olivier Furrer and D. Sudarshan Internet marketing research : opportunities and problems November 3, 2001
11. Johan Bollen, Huina Mao, Xiaojun Zeng, Twitter mood predicts the stock market, 2010
12. KBM Group Optimising digital marketing ROI, A proven approach to a constantly evolving market place 2012
13. Nemanja Rodi, Best Practices in Viral Marketing, January 2012
14. Sitaram Asur, Bernardo A. Huberman, Predicting the Future With Social Media.
Unitedworld School of Business Page 54
15. Michaela A. Stenlzer, social media marketing industry report 2010
16. danah boyd , Scott Golder, Gilad Lotan , Tweet, Tweet, Retweet: Conversational Aspects of Retweeting on Twitter 2010
17. Bernard J. Jansen and Mimi Zhang, Kate Sobel, Abdur Chowdury, Twitter Power:Tweets as ElectronicWord of Mouth 2009
18. Haewoon Kwak, Changhyun Lee, Hosung Park, Sue Moon, What is Twitter, a Social Network or a News Media? 2010
19. M. Sebastian A. Wolfram, Modelling the Stock Market using Twitter 2010
20. Eytan Bakshy, Jake M. Hofman, Winter A. Mason, Duncan J. Watts, Everyones an Influencer:Quantifying Influence on Twitter 2011
r
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Appendix
SL.No Tweet Retweet 1
5
2
6
3
5
4
5
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6
7
8
9
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11
12
13
14
15
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17
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19
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22
23
24
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25
26
27
28
29
30
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31
32
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34
35
36
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Uniworld Edusoft Pvt.Ltd Ahmedabad-380052,India
Phone: +91-79-30115109
Email: [email protected]
Unitedworld School of Business Ahmedabad,India
Mobile No.: +91 9033001243
Website: www.unitedworld.in
Twitter : https://twitter.com/unitedworldin
Unitedworld School of Business Page 64
Joy Saha PGDM,Unitedworld School of Business
Mobile: 9558881186
Email: [email protected]
Twitter: https://twitter.com/joyuwsb