15bsp1509 abhishek

A REPORT
ON
EFFECTIVENESS OF SOCIAL MEDIA
MARKETING
IN PRESENT BUSINESS WORLD
By
(Abhishek Agrawal)
15BSP1509
BUSINESSWORLD

REPORT
ON
EFFECTIVENESS OF SOCIAL MEDIA
MARKETING
IN PRESENT BUSINESS WORLD
By
Abhishek Agrawal
(15BSP1509)
A report submitted in partial fulfillment of the
requirements of PGPM Program of
IBS GURGAON
Date of Submission: Submitted to:
May 8’2016 Prof. Nidhi Tak

DECLARATION
I, Abhishek Agrawal, enrollment no: 15BSP1509, hereby declare that this project
work entitled “Effectiveness ofSocialMedia Marketing in PresentBusiness
World” is my original work.
I further declare that this report is based on the information collected by me and
has not been submitted to any other university or academic body.
Date: May 8’2016 Abhishek Agrawal
15BSP1509

ACKNOWLEDGEMENT
I thank to the God Almighty for showering his blessing at each stage of this project
work.
I wish to extend my heart fully thanks to Mr. Rohit Sardana (Company Guide),
Senior Business Head, BW BusinessWorld, New Delhi division for his friendly help
and encouragement given to me.
I wish to extend my profound gratitude to Prof. Nidhi Tak, IBS Gurgaon for her
guidance and valuable suggestions throughoutmy internship. I express my sincere
thanks to all faculties of IBS Gurgaon for their encouragement to complete the
project work within stipulated time.
I express my sincere thanks to the Ms. Yamini Sharma, HR Manager and Mr.
Rishabh Mehta, General Manager, BW BusinessWorld for assisting in carry out
this internship.
I wish to extend my special gratitude to all team members of BW BusinessWorld
for supporting me in carry out this internship.
My hearty thanks to my friends and parents who were always there with support
and encouragement.
Finally, I would like to express my sincere gratitude to all those who have helped
me in the completion of this humble effort.
PLACE: IBS Gurgaon
DATE: May 8’2016 ABHISHEK AGRAWAL

TABLE OF CONTENTS
Declaration ……………………………………………………………………………………………..….i
Acknowledgements……………………………………………………………………………………..ii
Executive Summary………………………………………………………………………………………iii
1. Introduction…………………………………………………………………………………………...1
1.1 Objective, Scope, Limitations…………………………………………………………….3
2. Industry Overview…………………………………………………………………………………..4
2.1 Porter’s Analysis……………………………………………………………………………….11
2.2 PESTLE Model………………………………………………………………………………..…14
3. Company Profile……………………………………………………………………………………..16
3.1 Businessworld Insights………………………………………………………………………18
3.2 Classification……………………………………………………………………………………..19
3.3 BWDisrupt…………………………………………………………………………………………21
4. Events Organized………………………………………………………………………………..….23
5. Analysis of Social Tool- BWDisrupt……………………………………………………..….30
5.1 Twitter Analysis………………………………………………………………………….…...31
5.2 Facebook Analysis……………………………………………………………………..…….33
5.3 LinkedIn Analysis……………………………………………………………………..………35
6. SWOTAnalysis- BW………………………………………………………………………..……..36
7. Study on Social Media Marketing…………………………………………………………..37
7.1 Strategies………………………………………………………………………………….…….39

7.1.1 PassiveApproach
7.1.2 ActiveApproach
7.2 Purposeof Employing Social Media……………………………………………….…40
7.3 Types of Social Media………………………………………………………………………42
8. Research Design……………………………………………………………………………………51
8.1 Data Analysis & Interpretations………………………………………………………52
8.2 Findings………………………………………………………………………………………….58
8.3 Conclusion……………………………………………………………………………………..60
8.4 Recommendations…………………………………………………………………….…..61
9. Appendix……………………………………………………………………………………….…….62
10. References………………………………………………………………………………………...65

EXECUTIVE SUMMARY
I am Abhishek Agrawal(15BSP1509) of IBS Gurgaon a PGPM student. I have done
my internship in Businessworld, one of leading magazine industry in India. My
internship is in Social Media Marketing. Throughout my internship, I had been
working on a social media platform and organize events. This report explains the
importance of social media marketing in present era and will help the reader to
get an idea about the Industry, concepts of socialmedia marketing & their various
types, social media marketing strategies and reveal the social platforms that
marketers are most interested in learning about. After reading the whole report
the reader can able to understand the reason behind growing digital media
marketing.
Title of the Internship Report is “Effectiveness of Social Media Marketing in
Present Business World” and Objectives of the Internship are to understand the
various social media platform available and the reason for using different social
media platform and find the best social media platform for Businessworld.
Main findings of this Research are given here. Customers are highly information
seekers and business is being transformed from a transactional relationship to a
social relationship. It is now more critical than ever that successful business use
Engagement Marketing principles to plan for successfully engaging their prospects
and found that Facebook is the most popular social networking site and effective
for Businessworld.
The successfulcompletion of this internship indicates that the future of marketing
is in the hands of digital.

INTRODUCTION
Today, we are in 21st century and people don’t find time to come and interact
with each other. Social media helps in connecting themselves with social
networking sites through which now people can stay far and yet remain
connected. Apart from this media like Facebook create a loyal connection
between product and individual which leads to large advertising opportunities.
Similarly, other social media like Blogs create a platform to post comment on any
event which needs to be publicized also can be utilized as a promotional
technique for customer’s adoption as well as for promotions. Now users are
acquiring followers & subscribers and directing them to your social networking
page. These media has a competitive edge over other popular public media like
Television because there is a time gap between social event occurrence and the
time it is being broadcasted.
Social media networks are fast becoming the infrastructure of the Web as all of
our personal data and connections are being aggregated into databases. The
value of Facebook, Linkedin, and Twitter is part how much of our personal
information they store and part how useful they can make this information for
companies, advertisers, marketers, and consumers. The more information social
networks know about us and our connections, the more targeted they can make
their advertising and ultimately their business value.
Practitioners can realize social media’s untapped potential by incorporating it as
part of the larger social marketing strategy, beyond promotion. Social media, if
used correctly, may help organizations increase their capacity for putting the
consumer at the center of the social marketing process.
The study and use of social media as an advertising tool is a recent issue not yet
fully understood by many people but that has been embraced by firms to
enhance business growth. Traditional advertisement campaigns have been taken
over by social media by both small and large firms. It is held in current marketing
communication that social media advertising is influential to business.

A firm that has embraced social media in advertising is assumed to have a
competitive edge over other firms and positive impacts on sales.
Social media is expanding at a sophisticated business tool because it provides
businesses a unique/new opportunity to target customers & its prospect. For
instance, the massive social network 'facebook.com' which has millions of
subscribers is 'one of the most appreciated site for businesses' can create fan
pages on offering instructional videos to show people how their products are
reliable and effective for brand awareness. Social networking sites are promoting
rapidly through the internet acquiring users around the world; the more quickly
social networking sites grow, the more quickly they spread. It is a vital source of
revenue for some businesses to market their products and services but not only
limited to the domestic boundary but expand globally. For example, today many
advertising company have conducted consumer promotions to generate attention
in their promotional events.
It is not only limited to product or services but change the view of complete
ecosystem. Nowadays employers and employees understand the power of social
media networks in creating real business value and relationships with customers.
Many employers have been managed marketing their personal brand together by
promoting their company. As employees participating in social networks have
already developed a network that help them in the long term within their
development & promotion in regard to their progress in a company for future
prospects.
This research work emphasizes marketing mode beyond the normal social media
at present. As a result it can also help in building your community strong enough
to make your marketing effective & initiative buying.

Objective of the Research
To study the various socialmedia platform available in online space.
To understand the reason for customers using differentsocial media
platform.
To study the mosteffective socialmedia tool among the given platforms for
BW Businessworld Magazine.
Scope:
 To understand the element in social media.
 To understand the effectiveness of branding through social media.
 To understand the effort behind fulfillment of brands objective through
campaigns.
 To choose appropriate media for communication.
 To maintain relationship with clients through digital platforms.
 To understand the Target Group for different brands.
Limitations:
 Survey is conducted through online platform only.
 Sample size is not too big so the actual assumptions can’tbe interpreted for
the wholepopulation.
 Responses vary as per the emotion of that person at that particular time.

INDUSTRY OVERVIEW
Indian printmedia is at a massivebusiness in the media world and its newspapers
are said to offer majority of national and international news. The history
newspaper in India began in 1780, with the publication of the Bengal Gazette
from Calcutta. The advent of the first newspaper in India occurred in the capital
city of West Bengal, Calcutta (now Kolkata). James Augustus Hickey is considered
the "father of Indian press" as he started the first Indian newspaper from
Calcutta, the `Bengal Gazette` or `Calcutta General Advertise` in January, 1780.
The Indian language newspapers eventually took over the English newspapers
according to the NRS survey of newspapers. The main reason was the marketing
strategy that was followed by the regional papers, commencing with Eenadu - a
Telugu daily started by Ramoji Rao. The second reason was the growing literacy
rate. Increase in the literacy rate had direct positive effect on the rise of
circulation of the regional papers. The people were first educated in their mother
tongue according to their state in which they live for and eventually, the first
thing a literate person would try to do is read the vernacular papers and gain
knowledge about his own locality. Moreover, localization of news has also
contributed to the growth of regional newspapers in India.
Eventually, the advertisers also realized the huge potential of the regional paper
market, partly due to their own research and more owing to the efforts of the
regional papers to make the advertisers aware of the huge market. These
advertisers paid revenues to the newspaper house and in return publicized their
products throughout the locality. Thus, newspapers in India not only acted as
news providers but also promoters of certain market products. Some of the
prominent newspapers in India in the recent times are The Times of India, The
Statesman, The Telegraph, The Economic Times, Indian Express and so on.
Newspapers and magazines in India are independent and usually privately owned.
About 5,000 newspapers, 150 of them major publications, are published daily in
nearly 100 languages. Over 40,000 periodicals are also published in India. The
periodicals specialize in various subjects but the majority of them deal with
subjects of general interest.

During the 1950s, 214 daily newspapers were published in the country. Out of
these, 44 were English language dailies while the rest were published in various
regional languages. This number rose to 2,856 dailies in 1990 with 209 English
dailies. The total number of newspapers published in the country reached 35,595
newspapers by 1993 (3,805 dailies). Newspaper sale in the country increased by
11.22% in 2007. By 2007, 62 of the world`s best selling newspaper dailies were
published in countries like China, Japan, and India. India consumed 99 million
newspaper copies as of 2007, making it the second largest market in the world for
newspapers.
Newspapers in India have almost created a huge industry in the nation. It
publishes the largest number of `paid-for titles` in the world. In 1997, the total
number of newspapers and periodicals published in India was around 41705,
which include 4720 dailies and 14743 weeklies. However, in the last one decade
the news media in India has changed rapidly. All the major news media outlets
have an accompanying news website. A new class of newspapers in India is
entirely Internet based.
Print Media in India is more than a century old & a well-established industry. The
print industry mainly comprises of newspaper and magazine publishing. Book
publishing is smaller but significant in terms of revenue. Even though it's a mature
industry, new magazines are being launched every year. India has been one of the
fastest growing world economies. High consumption & increase income levels
have helped the growth of print media. New titles that focus on niche topics
continue to launch in the market. The revenue sources for a magazine are
subscription, single copy sales and advertisement. Approximately 73 percent of
revenue comes from advertising and 27 percent from circulation.
The magazine industry is going through a tough phase in India. Newspapers have
added supplements to their main issue and infringed on the content covered by
magazines earlier. Television channels have launched in different genres and with
the increased penetration & adoption of the Internet in the country, more people
are now consuming news and stories on different topics on the web and mobile.

There is still a demand for high quality print content and magazines need to
deliver on that need to avoid losing market share to other mediums. In addition,
they also need to explore & distribute their content on the web and mobile
platforms to give choice to their subscribers to consume content from anywhere
and at any time and from any medium.
Total magazine revenue will remain on an upward curve to 2019. Driven by a
1.5% CAGR growth in trade magazine revenue, globaltotal magazine revenue will
reach US$97.42bn in 2019, up from US$95.33bn in 2014, but growth will be no
higher than 0.55% in any year of the forecast period.- Research Conducted By
PWC.
Companies that produce only one magazine are few and growing fewer. Most
publishers need more than one title to thrive & increasingly look to be multi-
media companies with more & more attention paid to digital products (either
extensions of established print titles, or new online publications and sites).
Publishing groups are one response. There are also fewer and fewer “pure”
magazine companies.
Working in a magazine industry today means being on the leading edge of
developing technologies (digital or online publishing). In fact, the managing skills
of developing and engaging audiences are critical in the digital age, and it is a rare
magazine that doesn’t already have a robust online presence and strategy. The
computer and the Internet have expanded the horizons for people working in the
field, providing ever more ways of finding, reaching, serving, and keeping readers
and advertisers.
The Indian Readership Survey 2011 shows that India magazine readership
continues its downward swing. The segment that has been hit the hardest is the
General news magazine segment.
On the other hand, niche and business magazines show significant growth.
The survey shows thatamong the top 10 magazines just India Today and Business
Today are the only two English magazines. The rest are vernacular magazines,
with Telugu, Hindi and Malayalam magazine ruling the roost.
Contrary to the general declining trend among other magazines, both these
magazines have also recorded growth in readership.

Among business magazines, two new publications - Forbes and Fortune (both
Indian Editions) have injected new life for the segment's audience.
The overall decline in the magazine industry is attributed to a number of factors
including sluggish advertising market and inadequate measurement of audience
reach.
PWC, a research body, says "Niche magazines such as lifestyle, travel, education
and have established themselves in India and will continue to grow. It also
expects new segments and niches to grow as well.
Several new international magazines too were launched in India during 2011. This
included Worldwide Media's Lonely Planet, BBC Knowledge, Home Trends &
Forbes Life.
All these new internationally owned magazines target the upper middle-class
market and some of these magazines have shown encouraging growth.
Market Demand ofCustomers inUSA
Customers of USA rise by 0.2% in the first quarter performance of print edition
(2014-15) and only 16% of customs use web (desktop/laptop) and mobile web
audience is 22% and rest 2% video source. This shows the print magazine is ruling
and gives the comprehensive and accurate picture of consumer demand in
various Platforms.
Sources: GfK MRI’s Survey of the American Consumer

The new insights into the performance of magazine media brands on the five
leading social media platforms- Facebook, Twitter, Google+, Instagram, and
Pinterest. The data are based on the likes and followers of more than 220
magazine brands from 35 companies of USA. The data highlights the significant
presence & continued growth of magazine media brands in social media.
“Magazine brands continue to be among the leading providers of quality content
on social networks and it clearly demonstrate that magazine media consumers
are enthusiastically interacting with their brands on social platforms.”
In 2014, theIndian print industry expected a growth of 8.3% fromINR243Bn in
2013 to INR263Bn in 2014. Theindustry has witnessed a noticeable uptrend in
earnings because of increase its circulation. The growth is largely coming from
Tier2 and Tier3 cities.

Magazine advertising spending in India from 2006 to 2016 (in million U.S.
dollars)
The statistic presents magazine advertising spending in India from 2006 to 2013
as well as a forecast until 2016. In 2007, the revenue amounted to 125 million
U.S. dollars. Furthermore, the source predicts the magazine advertising spending
in India will grow up to 151 million U.S. dollars by 2016

Top 10 Newspapers in India
NEWSPAPER Daily Readership 2014 (In Mn )
Dainik Jagran 16.631
Hindustan 14.746
Dainik Bhaskar 13.830
Malayala Manorama 8.803
Daily Thanthi 8.283
Rajisthan Patrika 7.905
Amar Ujala 7.808
The Times Of India 7.590
Mathrubhumi 6.020
Lokmat 5.887
Top 10 Magazines in India
Magazine Readership 2014 (Lakhs)
India Today 16.34
Pratiyogita Darpan 6.89
GK Today 6.21
Sportstar 5.28
Competition Success Review 4.66
Outlook 4.25
Readers Digest 3.48
Filmfare 3.42
Diomond Cricket Today 3.21
Femina 3.09

PORTER’S FIVE FORCES ANALYSIS
Michael Porter’s Five Forces is a framework for analyzing the potential
profitability of an industry. Over the last ten years, the magazine publishing
business has ridden a roller coaster of profits and losses due to the push of
information online, financial calamity. But overall, will profits eventually be
squeezed by better technology, intense competition or new entrants?
Threat of the entry of new competitors
How hard is it to set up a new magazine? New magazine launches have to start
with a good idea. The good idea should naturally steer the publication to strong
editorial content but with built the circulation because without readers there are
no advertisers and thus no advertising contributing no revenue.
Barriers to entry measure how easy or difficult it is for new entrants to enter into
the industry. Power is also affected by the ability of people to enter your market.
If it costs little in time or money to enter your market and compete effectively,
INDUSTRY
RIVALRY
POTENTIAL
ENTRANTS
SUPPLIER
POWER
THREATS OF
SUBSTITUTES
BUYER
POWER

if there are few economies of scale in place, or if you have little protection for
your key technologies, then new competitors can quickly enter your market and
weaken your position. If you have strong barriers to entry, then you can preserve
a favorable position and take fair advantage of it.
For smaller magazine publishers, the threat of entry is huge. But larger publishers
with circulations in the millions will have less to worry about from a new entrant.
Their worries lie more with existing competitors who want to move into their
space.
Threats of substitute
This big threat has materialized over the last 10 years. Now, people are more tech
savvy. The internet has a broad source of information & also eroded subscriber
loyalty and offers advertisers a cheap, trackable marketing channel.
Magazine publishers are able to offer better services to advertisers because a
product can be easily substituted because of its price.
Interactive advertising on apps will also lead the heavy competition which is
almost free of cost. So, Magazine publishers will need to find ways to mitigate this
threat and prove the effectiveness of print marketing.
The mass-market reach of consumer magazines also helps to differentiate
advertising. The number of competitors in the magazine space dampens this
advantage, so it is imperative that publishers work hard to delineate their focus
on content, context and audience.
Bargaining power of customers (buyers)
Subscribers have some bargaining power because magazine content is now
located online for free. Because prices are low, and consumers still crave a total
branded experience from certain magazines, it will be more important for
magazines to keep their core focus rather than becoming generalist providers of
content.

Advertisers have more bargaining power, especially with the substitute of cheap
online marketing. Again, the challenge is to convince advertisers that a fully-
branded, contextual, mass-market experience for their prospects is a necessity as
well. As more of reach - magazine leads to convince easily.
Bargaining power of suppliers
Suppliers to the magazine publishing business have very little power. Printers and
journalists all compete for the same type of business. However, some
personalities can exert a greater influence over content, but it does not affect so
much. It also depends how strong the position of sellers is and if there are too
many suppliers in the market then bargaining is high or vice-versa. But also take
into consideration about switching cost, services and same input.
Rivalry among existing players
Finally, we have to analyze the level of competition between existing players in
the industry.
Competition in the industry can be extreme, especially within growing segments.
But any competition will differ among brand-positioning models.
For example, a niche publisher with a strong core focus will face less competition
than a broad consumer magazine without such focus.
In publishing media industry, the fight is for getting the first mover advantage of
publishing the news, articles, & information.
Most of the time, industry compete with introducing an events that differentiate
them and it gives a positive sign for readers to read something new. Here, rivalry
differentiates from their offerings.
Overall assessment
The magazine publishing business certainly faces some strong challenges in terms
of substitution and competitive rivalry. But with a strategy focused on leveraging
core strengths can help to mitigate weakness on both these fronts. Some large,
multi-brand publishers will do this well, organizing their magazines around core
messages and audiences. Some will do it poorly and less profitably.

Business Environment
PESTLE Model
Political factor
To understand media, first we need to understand the political
environment in which they operate. The media industry wants government
regulation and intervention. For crucial functioning of media industry, the
government protection is important. Without copyright laws the media industry
unable to survive.
Economic factor
In 20th Century, newspapers were the primary source of information for
the public. Whether the subject is about sports, finance, or politics. Their ads
were the easiest way to find job opportunities or to learn the price of groceries at
your town's supermarkets. Advertisers preferred the paper with the most
circulation, and readers tended to want the paper with the most ads and
news pages. The great majority of families need newspaper everyday but they
don’t want to pay for two. If two or more existed in the city, one pulled ahead to
stand alone winner. After competition disappeared, the paper's pricing
power in both advertising and circulation was unleashed. Typically, rates for both
advertisers and readers would be raised annually and the profits rolled in.
POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGICAL
LEGAL
ENVIROMENTAL

Social factors
Social factors influence people's choices and include the beliefs, values
and attitudes of society. So understanding changes in this area can be crucial.
Such changes can impact purchasing behavior. Consumer attitude is very
important social factor.
Technological factor
Technology is increasingly competing with print media by opening access to
endless sources of news. It may now seem that the need of the reader to buy a
newspaper for news & the need of the advertiser to advertise in it is slowly
receding. Thus it’s for the newspaper to look at the emerging options.
Legal factor
As a measure of policy liberalization, Government has allowed Indian edition of
foreign news magazines for facilitating wider readership at affordableprices. Also,
Government has already announced facsimile edition for international news
papers. The government has reviewed advt. policy to support small and medium
print media.
Environmental factor
Print media industry has to adapt to a fast-moving environment and players need
to draw upon new capabilities to survive in this environment. It may face the
significant challenges due to economic slowdown.

COMPANY PROFILE-
VISION- Changing the Thoughts
BW Businessworld is an Indian business magazine. The magazine was used to be
published by ABP Group, whose most prominent publication are ‘The Telegraph’,
Anandabazar Patrika, Sananda, Anandamela and others. On 19 September 2013,
ABP Group owners Ananda Publishers sold Businessworld to Anurag Batra, owner
of media group exchange4media, and VikramJhunjhunwala, who runs investment
banking and asset management firm Shrine Capital for an undisclosed amount.
BW Businessworld offices are located in New Delhi, Mumbai, Bangalore and
Chennai and one of the oldest as well as most respected business publications in
the country. The magazine was born in 1981, and over the past three decades, it
has become known for its rigorously reported and deeply analyzed reports and
articles on the economy, banking, finance, industries, corporate houses and
entrepreneurs. Ithas become an essential decision making tool for leaders both in
the government as well as in corporate houses.
BW Businessworld, a fortnightly launched more than three decades ago, is among
India’s largest and most respected business magazines. The BW team prides itself
in spotting key trends in economy and business. It has done this consistently over
decades whether it was spotting the rise of the IT sector in the 90s, the Pharma
and telecom industry trends in the late 90s or the Social Media, healthcare and e-
tailing revolution in recent times.
Over the years, BW has also created marquee events including the Most
Respected Companies Award, “Magna Awards for Excellence in Banking”, “BW
Young Entrepreneur Awards”, “BW Best B-Schools Awards”, BW India’s Top 500
Companies, just to name a few.
BW Businessworld magazineknown for its incisive writing and independent
opinions, set out on digital firstroute.

One key step is that they appoint of Havas Media Group as its digital partner. The
decision was made on the back of a multi-agency pitch.
BW has spotted key trends in economy and business for three decades such as,
rise of the IT sector in the 90s or more recently the social media, healthcare and
e-tail boom. BW is a brand that most professionals of today have grown up
reading. The magazine now embarks on a new journey to create an international
standard digital platform that will bring an enriching experience to its readers and
customers across geographies.
They are looking at a digital first strategy with multi-platform presence driving
engagement and conversation. BW must be on par with any international online
media platform.
The digital offering will place Businessworld in a unique position to leverage its
strengths in the midst of the ongoing mobile and digital revolution.
The mandate includes digital strategy, planning, design and execution as BW
digitally revamps and grows & Havas Media will ensure that they’ll take all
necessary steps to make BW a meaningful and successful experience for all
stakeholders of this marquee brand.
BW India is one of the largest selling and the highest circulated business magazine
in the country. It is the only business magazine that is in sync with the way
readers consume information. It cuts through the clutter of news & provides
perspectivewith analytical insight. The corevalues of the magazine are rigorous &
unbiased reporting, a laser-focus on trends and issues that will impact your
business & life. Magazine is divided into three sections: front of the book, well of
the magazine and afterhours. Front of the magazine carries the jottings section
distils the essence & long-term implications of new rules and regulations &
corporate developments. It’s a snapshot & a review of all the important things
you need to keep in mind while planning your strategies. Well of the magazine
contains the big in-depth stories & interviews, that focus on the key business
trends and issues that govern your future, or help you navigate the present
better. Whereas, after hours covers your life beyond the office and help makeyou
a well-round executive.

BUSINESSWORLD- Insights
www.businessworld.in
Businessworld actively run their website and usesocial media platforms like
twitter, facebook, etc. that include content related to business news, opinion &
analysis, featurestories, Indian economy, startup stories, business, events,
columns and more.
Audience Geography
Country Percent Of Visitors
India 91.0%
UnitedStates 2.2%
Canada 0.9%
Visitor’s engagement to website
Daily Page views Per Visitor Daily Time On Site
1.49 1:54
Traffic Sources:
Source: www.alexa.com/siteinfo
Global Rank 80,731
Rank In India 8,531

Classification of BW Businessworld
BW Other Publications include, BW Hotelier [BW Hotelier is India's premier B2B
hospitality magazine. BW Hotelier issues are organized thematically, with a strong
pictorial content provided by international photo agencies and
participating hotels. Content includes hotel reviews, profiles of key
hospitality personnel in India, cover stories that take our bi-
monthly theme out among the hospitality industry and articles
that talk about the business of hospitality. The editorial team
at BW Hotelier is led by Consulting Editor Sourish Bhattacharyya
and Executive Editor BikramjitRay, both hospitality journalists who have over half
a century of experience in their field between them.]
BW Smart Cities [BW Smart Cities is an attempt to map and connect the key
stakeholders who will be crucial partners in the realization of the
vision of 100 smart cities across India by 2022. A new, holistic
approach to city planning & regeneration that is integrated,
tech-led & policy enabled, the Smart Cities vision connects with
other key government projects like Swachh Bharat, Digital India
& Make in India, with PPPs as a key focus area]
BUSINESS WORLD
BW
HOTELIER
BW SMART
CITIES
BW
APPLAUSE
BW
ACCELERATE
BW CIO
WORLD
BW
DISRUPT

BW Applause [BW APPLAUSE is a bimonthly magazine by BW
Businessworld that focuses on the dynamics of the Indian
experiential industry. It covers in-depth study of brands and their
efforts in this space, experiential agencies and the campaigns
they've executed, experiential marketing trends in emerging
markets, insights by marketers and agencies, interviews of experts,
experiential initiatives, case studies and suchlike.
BW ACCELERATE is an initiative built on knowledge and intelligence acquired
over theyearsand hasitsfoundation in a vision to createa program and platform for
early stage start-ups, focused towards fostering innovation, speeding business
growth and accelerating entrepreneurial
aspiration in the country.
BW ACCELERATE is designed to become a
multi city start-ups acceleration program &
platform, empowering aspirants,
entrepreneurs and all eco system players to leverage from the infrastructure built
around it. The focus of this initiative is to encourage such willing entrepreneurs
with a deep desire to win reach the pinnacle in their domain of business and
achieve greater heights.
BW CIO is the platform that bridges IT and business. Its aim is to emerge as the
collective voice of the CIO community. At an individual level, the sole goal of the
resource is to empower a CIO so that his opinion is heard, and valued, by the CEO
and the board. Today, technology and business are undergoing a paradigm shift.
A CIO has to not only provide a strategic vision
with respect to cloud, enterprise mobility,
business applications, social media and analytics
but also translate it into tangible growth for his enterprise.
BW CIO will provide insights into emerging technology trends and elucidate the
role of IT in enhancing business growth while meeting the security and
compliance requirements.

BW is a product that is known for its independent incisive writing and opinions,
backed by a competent team of professionals. Over the past few years, BW
staffers have won almost all major business journalism awards like ‘The Red Ink
Awards of the Press Club of India’ (twice), ‘the Polaris Award’ (at least 4 times),
‘The Indian Express Journalism Award’ and ‘TheShriram Award’, among others. As
a result, BW Businessworld has built a reputation as a fabulous brand and a lot of
senior professionals of today have grown up reading this brand.
BWDISRUPT
BW Disrupt - A Platform For Entrepreneurs
“With the contours of startup ecosystem changing in
the country”
BW Businessworld on Wednesday (30 December’15) launched a media platform
for startups BW DISRUPT to capture the growing buzz of entrepreneurship in the
Indian Startup ecosystem. BW Disrupts covers the daily happenings in the world
of startups, also covers entrepreneurs who can inspire others to take
entrepreneurship. BWDisruptprovide assistance to young aspiring entrepreneurs
with disruptive ideas and connect them with investors, giving them an
opportunity to interact with eminent personalities of corporate world.
There are an increasing number of young people who are leaving their well-
paying, cushy jobs to start up on their own. The DISRUPT platform is BW
Businessworld’s effort in that direction to felicitate this spirit and handhold these
young entrepreneurs in their less trodden path by providing them the right
content and mentors at each stage of their entrepreneurial journey.

The platform will not only cover news and development but also share sharp
insights and analysis of the global trends that will impact the startup ecosystem in
the country.
I’m working under this brand BWDisrupt where I have to contact with the new
owned startups and publish their stories on our website
bwdisrupt.businessworld.in or publishing news regarding investors/funding and
taking interviews of the founders/startups.
We’re organizing events, seminars, workshopsfor young entrepreneurs and givea
platform for startup to meet with investors.
For this, we make a proposal of the event and contact to our speaker/experts &
send them a proposal. As we take help from our digital partners “DigitalMktAsia”
for Creative and promotional support. Our task is to bring target audience and
informthem about our event and doing promotions on social media platform like:
Twitter : @bwdisrupt
Facebook : www.facebook.com/bwdisrupt
LinkedIn : BW Disrupt
With the help of digital platform I’ve share post, tweets, tagged our target
audience, inform them, and bring more traffic on our website. The purpose is
community building and make BW Disrupt an establish brand.

Events Organized
1. Speed Dating- Decoding Digital (5th march'16)
At FLYP MTV: In this crowd funding event - startup pitch their ideas to Indian
Angel Network Investors. As I'veto promote the event and contact with startup to
register. With this we get 55 online registrations & send them the invitation. At
the day of the event investors meet with startups for 5mins individually.
At the same time I’ve to put the live updates of events on online platform. Angel
investors are selected two proposals and ready to process further and that is the
success for the event. Then we’ve invited our guest Mr.Sandeep Amar (C.E.O)
India.com & Ms.Amandeep Kaur, Marketing Head of Myntra talks about
entrepreneurs; manage finance, consumer discovery etc. & a great Interaction
with them.
2. ChangingInvestment Scenario in India (10th march’16)

At LBSIM Institute, as we conduct seminar with co-founder of DesiredWings.com
and founder of Marini and More to discuss on a topic. We’re also arrange two
inspiration personality ‘Lee keshav’ head design of hike and a car racer &
‘Jagwinder Singh’ gold medalist in Para cycling ,inspired with his ideology and
motivate youngsters to believe in “Never Give Up”. As I’ve to prepare the notes &
put a live updates on social media.
3. IOTX- Internet Of Things Expo (11th march’16)
At Leela Ambience Mall, this is one of the biggest event organized by
BusinessWorld. In which 1000+ dignitaries from aforesaid sector are present in
the expo and interact with the audience. As I’ve to take the interviews randomly
& ask about their company, purpose for their visit and record the key points for
tweet with live updates. With this we’re able to gain huge traffic on our website.
And also announce to the audience to tweet and ask queries. People from
different countries showcase their digital products. It was a great learning
experience & exposure to link with business leaders.

4. DMA Digital Class- Tweet Chat (18th march’16)
We’ve contact with two digital leaders of HCL Tech Mr. Apurv Chamaria (V.P.) &
Mr. Gaurav Kakkar (Digital Marketing Head) for digital classes. So first we connect
them with our twitter page named @bwdisrupt and introduce them for the
audience. As the event is only for 1hour, so within every 3minutes I’ve to select
the coming question and push to our experts, so they’ll reply as its best.
Approximately 58 questions were asked by the audience & they’ll able to get
reply on 25 selected questions, which is actually a good response at the very first
online event. And later these experts select two best questions asked and give
them their signed books of “You Are the Key”.
5. Start-Up Early (2nd April’16)

At JIMS College, as I’ve organizing the workshop for the student of
entrepreneurship cell of the college. For enlightening the session I’vecontact with
Mr. Sandeep Amar (C.E.O) India.com, an interactive session as these students
have their own business plan for startup of ‘Recycling’ so they’re discussed with
them. He gives the tips & tricks or the first step to prepare for startup. As he well
said that ‘first you have to be a problem solver’, ‘as the years rolled – work
pressure increase, so startup early’.
6. Tweet Chat-Programmatic Advertising (8th April’16)
We’ve contact with BEN HAYES, Managing Director of ‘Sociomantic’ and fixed a
tweetchat on “Programmatic Advertising”. To make it successful, I’ve started
promotion from last 1week, and seen the interest of the people. Before the event
I’ve also arrange a quiz contest regarding the same, to attract more rush in our
website. As this is organized by ‘DIGITALMKTASIA’ one if its brand and digital
partner of BW BUSINESSWORLD and BWDisrupt helps to support the event. As
when the event started I’ve to select the interesting question from the audience
and send them to our experts and he came up very practical answers. Within
1hour we’reable to get 55 respondents and 35 are being answered and it’s a very
good response.

7. Tweet Chat- Social Media Guide For Startup (15th April’16)
We’ve contact with Kapil Gupta, CEO of OMLogic Consulting on a topic ‘Social
media guide for startups’. I’vestartpromotion fromlast1 week and make rules of
the event. For more reach I’ve contact with the ‘startup leadership program’
@startlead on twitter to join us as a community partner of the upcoming tweet
chat, and it helps to promote our event and also increase our reach. In the 1hour
we’reable to get 100+question and I’ve selected 60 best questions and forward it
to kapil for their response. With such a huge response Kapil Gupta exceeds the
tweet chat with 15min. and with this BWDisrupt gets 15 new followers and 15000
posts reach of our page in a single day.
As I’ve also make a story of tweet chat with a name ‘11 tips of social media
marketing by Kapil Gupta’. For this I’ve found 11best question and their response
and frame it for publish in our website - http://goo.gl/RZmPCw
8. Tweet Chat- Technology For Startup (22nd April’16)

I’ve organize tweet chat with Brett Stevens, V.P. of Jaarvis Accelerator (Investor).
This time I’ve use a different idea to promote and introduce them by using videos
and making gif.image which attracts the audience. As the topic “Is technology is
only thing for successful startup” is very specific, with this we’re able to get only
50+ questions. I’ve contact with Brett after the tweet chat for his suggestion and
area of improvement, then he gives some of the best suggestions and we work on
it to our next. But he’s very happy with this and for him the flow of questions is
more than expected. And on the same way, I’ve found 10 best Q&A and make a
story named “TOP 10 TWEETS FOR STARTUP SUCCESS FROM BRETT STEVENS”-
http://goo.gl/ODMfeC
9. Tweet Chat- LegalCounseling For Startups (29th April’16)
We’ve organize tweet chat with Aniket Kumar founder of Staava Consultancy and
setting up legal framework for startups. We’ve promoted the event strongly, as
the topic is very specific and important for startups. With in 1 hour we’vereceived
23 questions but the most relevant question is asked. That cover all the necessary
legal information, must know to all the startups. This tweet chat doesn’t give so
much reach but yes it solved many of the problems.

10. Master Class- DigitalMarketingFor Startups (30th April)
We’re organizing Digital Master Class for Startups with our expert Kapil Gupta
founder of Omlogic consulting at Co-working area FLYP@MTV. With the help of
townscript.com we’ve create a registration form for the participants to register
themselves. 26 startups & 17 digital learners came to attend the event. Kapil
Gupta invites individual startups & discusses what they can do for digital
marketing for their startups and he came up with an interactive presentation to
show the realistic view of digital marketing.
11. Tweet Chat- Power of Public Relations for Startups
(6th May’16)
As contact with the Chetan Mahajan Co-Managing Director & CEO of MSL Group
India, we’ve organize tweetchat on public relations for startups. I’ve extensively
promoted the event through social media sites and send personal messages. I’ve
passed the selected question to our expert & in 1 hour we’re able to get 100+
question and Chetan Mahajan replied most of the question and with the amazing
response we’re able to get 35k impressions in our page.

ANALYSIS OF SOCIAL TOOL - BW DISRUPT
Under this, I’m doing analysis of platforms we use for promotions activities.
Insights help to provide information about page’s performance and uncover who
we are and how we interact with others. The depth of insight provided means
that Discovery can take us to places that we never expected. From one-to-one
coaching to team development and improved sales and leadership skills, the
possibilities are endless.
Insights help to understand company’s Profile that provides information of
strengths and weaknesses, communications style, and their value. Each profile
includes suggestions for development that can be put into practice the very next
day. More important is every time they give actual results and with the help of
this we can identify the gaps and take certain actions to eliminate it.
It shows the bridge gap between where we’re and where we want to go. Each
new follower/likes/impressions shows the growth side. As we promote our
offerings in three platforms i.e. Twitter, LinkedIn and Facebook.
Twitter Analysis
Data collected from our twitter page @bwdisrupt
 From 3rd
March’16, I’ve regulate the page and after doing interesting
tweets, interaction, organizing events, update news and articles. We’re able
to get 420.4k impressions within 65days.

Our currentfollower audience sizeis 300. In which 225 are males and 75 are
females. That's 341 more than the same time 90 days ago. We've gainedaround
4 new followers per day.
This data shows thefollowers interest area. As we see technology oriented and
entrepreneurship, startups & business news contributed more, that means our
target audience is up to the mark.

Our main focus is to support startup India and give them the platform to meet
with investors and support in any form. We target our audience with in our
domestic boundary.
Figure shows the average side, from last 65 days- BWDisrupt page get 4.0k likes
i.e. 62/day. Story links clicks 7/day. Interesting tweets are Retweeted, on an
average 42 Retweets /day and earned 2/day. As these figures are very less &
there are so many fluctuations this is because at the time of events the graph
shows the positive side.

Facebook Analysis
Data collected from our facebook page- www.facebook.com/bwdisrupt
I’verun the page, our page get 291+likes and growing slowly. As it’s very tough to
engage people on a page. Here our target audience is who’re interested in
becoming an entrepreneur, startup news, investors and gather information
related to the subject matter etc.
This shows the people reached and engagement to our post. When we publish
any interview or startup news, then it raise high as reach of the post increase. We
tag the company when I’ve post any news - they’ll share and like it. With this our
reach increases.

Figure shows that, 78% fans are male & 22% are female and 56% of total fans lie
between the ages of 18-24. As these are the youth, may be the startup and being
practiced.
I’ve shown the selected post which we’ve get more reach, likings and shares. I’ve
analyzed when we put the live updates of the event we get the maximum likes on
our page. And if we publish any news of the startups and the journey of the
founders weget a great response. With this, data helps that for every event we’ve
to update live events as more as possible.

LinkedIn Analysis
Data collected from our LinkedIn page- BW Disrupt
We’ve 70 followers on our page; impressions/reach is depending on the post
category and liking of the followers. Page is newly developed. The main problem
in these community pages is we can’t tag the people like other social platform. So
spread and getting engagement is very not easy.
Most of our followers are doing training and have a senior post and they are from
education and marketing industry. We’re trying to improve this by increasing the
admin followers.
Social media is a platform where we can not only aware the product but creates
the demand of it. As the above analysis, digital platform like twitter have give a
good response as it may be because we create the event on twitter but also the
connectivity is also so easy and the spread of information is very fast and that
helps to earning more followers.

SWOT ANALYSIS – BW BUSINESSWORLD
• One of the oldest as well as most respected
business publications in the country.
• Provides a good reading experience.
• Publish deeply analysed reports and articles on
the economy, banking, finance, industries,
corporate houses and entrepreneurs
• Moderate top of mind awareness.
• Keeping costs below that of competitors.
STRENGTHS
•Better use of social media.
•Search results not on the basis of their
date, but on the basis of articles which are
done by their writers.
•Online activities and engagement is less.
WEAKNESS
• The magazine can increase its circulation by
offering special subscription offers to colleges &
offices.
• By making good use of the virtual and social
media space, the magazine can increase its
popularity.
• By involving B-Schools in surveys & ratings the
magazine is looking to involve the student
community.
OPPORTUNITY
•The coming up other e-news options.
•Other Business-based publications have
more visibility.
•Competition from internet, newspapers
and other magazines means limited market
sharegrowth.
THREATS

Study on Social Media Marketing
Social Media Marketing is the process of gaining website traffic or attention
through social media sites.
Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks.
Among social media platforms, user-generated content has acquired a huge
interest for marketers. User-generated content in the form of online consumer
reviews have given birth to electronic word of mouth.
Online consumer reviews (or electronic word of mouth) are conceptualized as any
positive, neutral, or negative information about a product, service or a brand
created and published on a consumer review platform or social commerce
website by a potential, former, or actual customer. When the underlying message
spreads from user to user and presumably resonates because it appears to come
froma trusted, third-party source, as opposed to the brand or company itself, this
form of marketing results in earned media rather than paid media.
Social networking websites allow individuals and businesses to interact with one
another and build relationships and communities online. When companies join
these social channels, consumers can interact with them directly. That interaction
can be more personal to users than traditional methods of outbound
marketing and advertising.
Social networking sites act as word of mouth or more accurately, e-word of
mouth. Social networking sites and blogs allow followers to “retweet” or “repost”
comments made by others about a product being promoted, which occurs quite
frequently on some social media sites. By repeating the message, the user's
connections are able to see the message, therefore reaching more people.
Because the information about the product is being put out there and is getting
repeated, more traffic is brought to the product/company.
Social networking websites are based on building virtual communities that allow
consumers to express their needs, wants and values, online. Social media
marketing then connects these consumers and audiences to businesses thatshare
the same needs, wants and values.

Through social networking sites, companies can keep in touch with individual
followers. This personal interaction can instill a feeling of loyalty into followers &
potential customers. Also, by choosing whom to follow on these sites, products
can reach a very narrow target audience.
Social networking sites also include much information about what products &
services prospective clients might be interested in. Through the use of
new semantic analysis technologies, marketers can detect buying signals, such as
content shared by people and questions posted online. An understanding of
buying signals can help sales people target relevant prospects & marketers run
micro-targeted campaigns.
In order to integrate social networks into their marketing strategies, companies
have to develop a marketing model. In a marketing model (SNeM2S) based on
social networks is provided. The model includes the following steps:
In 2014, over 80% of business executives identified social media as an integral
part of their business. Business retailers have seen 133% increases in their
revenues from social media marketing.
Selection of potential social networks to
use
Define financial plan
Structures to manage the social network
in the market
Selection of target
Promotion of products and services &
measure performance

Strategies for Engaging the Social Media as
Marketing Tools
The Passive Approach
Social media can be a useful source of market information and customer's voice.
Blogs, content communities, and forums are platforms where individuals share
their reviews and recommendations of brands, products, and services. Businesses
are able to tap & analyze the customer voice generated in social media for
marketing purposes; in this sense the social media is an inexpensive source of
market intelligence which can be used by marketers to track problems and
market opportunities. For example, the internet erupted with videos and pictures
of iPhone 6 bend test which showed that the coveted phone would bend merely
by hand. The so-called “bend gate” controversy created confusion amongst
customers who had waited months for the launch of the latest rendition of the
iPhone. However, Applepromptly issued a statement saying that the problem was
extremely rare and that the company had taken several steps to make the mobile
device robust. Unlike traditional market research methods such as surveys, focus
groups, and data mining which are time-consuming and costly, marketers can
now utilize social media to obtain ‘live’ information about consumer behavior.
This can be extremely useful in a highly dynamic market structure in which we
now live.
The Active Approach
Social media can be used not only as public relations & direct marketing tools but
also as communication channels (targeting specific audiences with social media
influencers) and as customer engagement tools. Facebook & LinkedIn are leading
social media platforms where users can hyper-target their ads. Hyper targeting
not only uses public profile information but also information about users submits
but hides fromothers. There are several examples of firms initiating some form of
online dialog with the public to foster relations with customers."Business
executives like Steve Jobs CEO of Apple Computers, and McDonalds Vice
PresidentBob Langert post regularly in their CEO blogs, encouraging customers to
interact and freely express their feelings, ideas, suggestions or remarks about
their postings, the company or its products".

Using customer influencers (for example popular bloggers) can be a very efficient
and cost-effective method to launch new products or services. Narendra Modi
currentprime minister of India ranks only second after PresidentBarack Obama in
a number of fans on his official Facebook page at 21.8 million and counting. Modi
employed social media platforms to circumvent traditional media channels to
reach out to the young and urban population of India which is estimated to be
200 million.
Purpose of Employing Social Media in Marketing
One of the main purposes of employing Social Media in marketing is as a
communications tool that makes the companies accessible to those interested in
their product and makes them visible to those who have no knowledge of their
products. These companies use social media to create buzz, learn from and target
customers. It's the only form of marketing that can finger consumers at each and
every stage of the consumer decision journey. Marketing through social media
has other benefits as well. If brands are less or non-active on social media, they
tend to show up less on Google searches. While platforms, such as Twitter,
Facebook & Google+ have a larger amount of monthly users, the visual media
sharing based mobile platforms however, garner a higher interaction rate in
comparison and have registered the fastest growth & have changed the ways in
which consumers engagewith brand content. Instagramhas an interaction rate of
1.46% with an average of 130 million users monthly as opposed to Twitter which
has a .03% interaction rate with an average of 210 million monthly
users. Companies use platforms in order to reach audiences much wider than
through the useof traditional print/TV/radio advertisements alone at a fraction of
the cost, as most social networking sites can be used at no cost. This has changed
the ways that companies approach to interact with customers, as a substantial
percentage of consumer interactions are now being carried out over online
platforms with much higher visibility. Customers can now post reviews of
products and services, rate customer service and ask questions or voice concerns
directly to companies through social media platforms.

Thus social media marketing is also used by businesses in order to build
relationships of trust with consumers. To this aim, companies may also hire
personnel to specifically handle these social media interactions, who usually
report under the title of ‘online community managers’. Handling these
interactions in a satisfactory manner can result in an increase of consumer trust.

Types of Social Media
Social media has expanded over the years to include six primary categories, each
with its own unique set of characteristics.
1. Social networks
A social network site is a social media site that allows users to connect and share
with people who have similar interests and backgrounds. Some of the social
media platform available in online space is as follows:
Twitter
 See Which Content Resonates With Our Audience
Understanding which types of content and topics your audience members most
enjoy can help drive your social marketing and content strategy. In the "Tweets"
tab, we can see Impressions, Engagements that include all activity on the tweet:
retweets, follows, replies, favorites, and all clicks on the tweet, link, hashtag,
avatar, etc.
 Understand How People Interact With Our Tweets Over Time
Some tools can analyze your Twitter followers and recommend the best time for
you to tweet. In the Tweet Details we can see the total number of impressions by
the hour for the first 24 hours.
 Get to Know Your Followers
Twitter's audience data in the "Followers" tab contains a ton of valuable and
useful insights. This is where we can really get to know the people who follow us.
We'll able to find answers to questions like: Are our audience members more
likely to be male or female? Which countries and cities are the majorities from?
What are their top interests? We can also see who’re our followers follow as well
as our follower's top five most unique interests. It helps to show the data of our
followers are growing or shrinking.

 Who should use it: Everyone from individuals to the largest multinational
corporations.
 What to share: Start, join, and lead conversations; interact directly with
brands and customers.
 Post frequency: Multiple times per day
Twitter is the dominant democracy of the social-sharing economy.
Relevancy, personality and brevity are the keys to making your voice heard.
 Useful tools: Buffer lets you stockpile and schedule content in advance.
Tools like this allow for posting around-the-clock, increasing the likelihood
of snagging followers beyond your country or time zone without being
working 24/7. It’s a guarantee by this point that a conversation relevant to
your industry or business is occurring on Twitter.
Facebook
Facebook Insights is a pretty powerful tool for wanting to track user
interaction on their Facebook Page. Facebook can help to track the number of
active users to better understand page performance.
By using Facebook Insights we’ll be able to determine the best time of day to
post, the best day of the week to post and what type of content is most popular.
It is important to note that the Facebook Insights tool is constantly updated to
reflect our page’s developments and any patterns that may form.
Who should use it: Everyone
What to share: All types of online content, events, ads.
Post frequency: Once or twice a day
Consider advertising or paying to promote your page on Facebook, but don’t
make your brand’s Facebook page itself look like an advertisement. Inspire
conversations and shares and be sure to ask questions.

Of all social networks, Facebook is best equipped to linearly share responses to a
post asking a question or sparking conversation. Answers then appear in friends
of your respondents, spreading the conversation.
Facebook offers personal connection and an enjoyable distraction amidst the
work day, but use typically peaks outside of work hours. There’s no shortage of
options for analyzing Facebook data. Track the success of your content by date
and time to hone in on the best times for engaging your audience.
Useful tools:URL shortener Bitly does more than justshrink down links. Each time
you convert a link, Bitly offers stats on clicks generated from that specific link,
making it helpful to see how much traffic is brought directly from sharing to
Facebook.
LinkedIn
I know the work I do has incredible potential to driveawareness and advocacy for
the brand. Through social media channels, I am able to establish relationships
with professionals and engage with them through relevant content. But if I don’t
know what content is driving engagement, or who I am engaging with, how can I
understand how to drive results for my business?
That’s why tools like LinkedIn Company Page analytics are so important to helping
me optimize my content on a regular basis.
 Identify the updates that drive the greatest engagement.
 Filter engagement trends by type and time period.
 Get more detailed demographic data about your followers.
 See the growth of your follower base and compare it against similar
brands.
 Who should use it:Businesses (especially B2B service providers), Recruiters
and Job-Seekers

 What to share: Job-postings, company descriptions, employer/employee
research
 Post frequency: Two to four times a week
LinkedIn is the online analog to old fashioned networking. People and
connections to people are everything
Keep a company description and profile page mindful of keyword SEO, but
your network of employees and contacts is your most valuable content on
LinkedIn. Make sure people in your organization are appropriate,
professional and on-brand. There’s nowhere online where employers and
employees are more intimately linked.
Company seeking clients and individuals seeking employment should grow
their LinkedIn networks by adding as many real connections as possible.
Use your second and third-degree connections to request personal
introductions (when reasonable), and weed out the Internet’s infinity of
companies and applications, focusing on opportunities where you have
some real connection.
Google+
The clean, simple interface makes connecting with friends, family and business
associates a piece of cake. Google+ was the fastest-growing social network in
history and looks as though it’s here for the foreseeable future. Strengths: Ease-
of-use and uncluttered environment. Weaknesses: Competition from other well-
established social media platforms.
Who should use it: Brands already on the other major social networks, B2B
networking and bloggers.
What to share: More formal and professional than Facebook; Hashtags have
major search value.
Post frequency: Once or twice a day

As Google’s proposed alternative to Facebook, keywords and search engine
optimization are central to the appeal of Google+. Link often to content on your
own website to direct this search boost where you want it most.
Useful tools: Bloggers, set up Google Authorship to have your Google+ profile
follow your content from across the Web in search results. More than any
particular feature of Google+, users are enticed by integration with Google’s other
products.
YouTube
YouTube is one of the better-known platforms used to promote businesses. The
key to YouTube is to keep the videos short and sweet. Make sure they solve the
“what’s in it for me” equation. YouTube is perfect for “How To” videos, but it’s
not a good place to upload the CEOs annual speech to shareholders.
Strengths: YouTube is ubiquitous. Weaknesses: It’s a cluttered environment that
can sometimes have some pretty racy videos on it. (Or so we’ve heard.)
Who should use it: Brands with video content and ads, anyone giving
explanations or sharing expertise.
What to share: Short (less than 1.5 minutes) video content.
Post frequency: Once or twice a week
Google treats its own well, and YouTube is the prime example of this fact.
YouTube videos feature prominently in Google search results.
Keep this in mind when naming and describing videos and direct people looking
for insight or explanations within your industry topics to your brand’s page.
Useful tools: A subscription widget or link to your website can help convert single
views into long-term influence.

Pinterest
We live in a visual world and Pinterest leverages that. Tired of reading long blog
posts (like this one) but still enjoy skimming through images that are worth 1,000
words? If so, then Pinterest is for you. Just visit the site, sign up and start sharing
images by re-pinning them to your profile. Strengths: A visually-appealing way to
share information with followers. Weaknesses: Competition from a wide variety
of other social media platforms.
Who should use it: Fashion, food, design, travel and anything.
What to share: Creative, visual content
Post frequency: Multiple times per day
Users pin and re-pin posts to Pinterest Boards, which naturally push the content
on Pinterest into categories. This makes easily-categorized content most apt for
sharing, and wisely-chosen keywords essential to successful post captions.
Pinterest differs from other popular search engines in heavily favoring recent
content. Pinning and re-pinning frequently is necessary to appear within current
results for a given search term, regardless of how popular your content is
Instagram
Instagram, like Pinterest, is a visual social media platform based entirely on photo
and video posts. The network, which Facebook owns, has more than 400 million
active users, many of whom post about food, art, travel, fashion and similar
subjects. Instagram is distinguished by its unique filters and photo and video
editing options. This platform, unlike the others, is almost entirely mobile (there is
a Web version, but you can't take photos or create new posts on it, and other
functions are limited as well).
Who should use it: Lifestyle, food, fashion, personalities and brands.

What to share: Sharevisualcontent, including shortvideos (less than 15 seconds)
Post frequency: Once a day
Instagram invites brands with visual content into their customers’ zone-out time.
Create and post content accordingly.
You’ll want to experiment with your own userbase and followers, but it’s likely
that the best time to target your posts will be to get to your audience’s eyes
during their commutes, nights, and weekends.
Useful tools: While hashtags are clickable and useful for search purposes, links in
comments and captions are not.
Tumblr
Tumblr is a micro blogging platform and social networking website and owned
by Yahoo! since 2013.The service allows users to post multimedia and other
content to a short-form blog. Users can follow other user’s blogs, as well as make
their blogs private. Much of the website's features are accessed from the
"dashboard" interface, where the option to post content and posts of followed
blogs appear.
The most useful features of Tumblr are as follows-
 Dashboard
 Queue
 Tags
 HTML editing
2. Bookmarking sites
These sites allow users to save and organize links to any number of online
resources and websites. A great feature of these services is the ability for the user
to “tag” links, which makes them easier to search, and invariably, share with their
followers. StumbleUpon is a popular example of a bookmarking site.

3. Social news
This is a socialnews site that allows its users to post news links and other items to
outside articles. Users then vote on said items, and the items with the highest
number of votes are most prominently displayed. A good example of a social
news site is Reddit.
4. Media sharing
Media sharing websites allow users to share different types of media, such as
pictures and video. Most of these sites also offer social features, like the ability to
create profiles and the option of commenting on the uploaded images. YouTube
is the most well-known media sharing site in the world.
5. Microblogging
These are just what they sound like, sites that allow the users to submit short
written entries, which can include links to product and service sites, as well as
links to other social media sites. These are then posted on the ‘walls’ of everyone
who has subscribed to that user’s account. The most commonly used
microblogging website is Twitter.
6. Blog comments and forums
An online forum is a site that lets users engage in conversations by posting and
responding to community messages. A blog comment site is the same thing
except a little more focused. The comments are usually centered around the
specific subject of the attached blog. Google has a popular blogging site aptly
titled, Blogger.

Sources: Worldometers, United Nations, IAMAI
Source: GlobalWebIndex, Q2 2015.

Research Design
This research study adopted survey and content analysis in order to find the most
effective social media tool among the various platforms for BW Magazine.
Survey:
Survey is to be conducted among social media platform Twitter, LinkedIn,
Facebook and other user community, by sending questionnaire through online to
collect the individual opinion from the respondents by using Google form.
Universe
Universe means the total population available for the study. In this study, the
universe constitutes all people, who have online presences.
Sample
Sample means a representation of the whole universe by a small population. As
my main study isn’t constructed to the age group of 18 to 45 years only and has
also covered all the age groups i.e. old and young but my main concentration is
analyzing the thought processes of youth of this country and what’s their
perception about Businessworld.
Sample size
The number of sample units selected from the total population is called sample
size. Sample size selected for this study is 104
Tools
Using non-probability sampling technique to collect the opinion from the online
respondents through questionnaire, which consist of 12 questions.

Data Analysis and Interpretations
Demographics
Out of the result of this questionnaire 58% of population comprises of male and
42% of female. Of this demographic bifurcation most of the population is youth,
that comes under the age of 18-30 years i.e. 73% who’re the user of social media
platform. Because as per the survey all the respondents are the user of social
media sites (100%) as it’s shown in the graph. other than the youth, 19% of the
population lies between the age group of 31-40 that are using social media sites.
58%
42%
Gender
Male
Female
73%
19%
7%
1%
Age
18-30
31-40
41-50
51 AND ABOVE
100%
0%
Are you using social media
sites?
Yes No

From the above data, 57% of the respondent is students, 24% are businessmen,
18% are service and 1% is other that are using social networking sites.
From the above data, 98% of the respondents are using Facebook in which
students contributed the highest i.e. 57, it means mostof the young people spend
time in it. 81% are using Youtube for watching videos and entertainment. Google
plus and Twitter contribute the same i.e. 49% and 41% of the respondent are
using LinkedIn in which approx. more than 50% are businessman for professional
connection. 27% of the respondents are using Pinterest and 15% are using tumblr
which contributes less.
24%
18%57%
1%
Occupation
Business
Service
Student
Other
Facebook Pinterest LinkedIn Google plus Tumblr Twitter Youtube Other
102(98.07%)
28(26.92%)
43(41.3%)
51(49%)
16(15.3%)
51(49%)
85(81.7%)
9(8.65%)
Which social media site you use?

Out of 104 respondents 98 are using social media sites to connect with friends
and increase their social network either they’re students, businessmen or service
individual. 86.5% of sample using social sites for entertainment and fun. 51.9%
using social sites for sharing views. 65% of the people using social sites for getting
news and information and only 23% are using for promotional activity and
advertisement, they’re mainly business people, event’s organizer etc.
From the above graph as you can see most of the respondents see businessworld
activity on facebook i.e. 79.8% and 41.3% of the people see activity on twitter.
Then 34.6% see engagement of businessworld on linkedin and 25.9% see
businessworld activity on Youtube.
Connecting with friends
Entertainment
Share views
News/Information
Advertisement/Promotion
Other
98(94.2%)
90(86.5%)
54(51.9%)
68(65.3%)
24(23%)
0
Purpose of using social media platform?
83(79.8%)
36(34.6%)
43(41.3%)
4(3.8%)
27(25.9%)
0 0 1(.96%) 1(.96%)
Wherehave you seen BusinessWorld activity on
social media?

Out of 104 respondents, 83.6% like article and news that is publish by
businessworld, 42.3%respondent’slikeevents organized by businessworld, 34.6%
likes video content- interviews/news coverage etc. 19.2% of the respondents like
e-magazine and 17% likes about businessworld is chat with leaders.
Graph shows that 4% of the respondents rate businessworld activity is ‘extremely
effective’ on social sites. 46% rate businessworld activity is ‘very effective’. 36% of
the people rate businessworld as ‘moderate’. 11% thinks that businessworld
activity is ‘slightly effective’ and 3% doesn’t like businessworld activity.
News/Article
Videos
Chat
E-Magzine
Events
Other
87(83.6%)
36(34.6%)
18(17%)
20(19.2%)
44(42.3%)
1(.96%)
What do you like about BusinessWorld
activity on social media?
4%
46%
36%
11%
3%
How do you rate the activity of BusinessWorld
on social media?
Extremely Effective
Very Effective
Moderate
Slightly Effective
Not at all

Using likert’s scale, 44.2% of the respondents are ‘agree’ that social media is
effective for advertising and 28.8% are ‘strongly agree’ that advertising on a
digital platform will definitely work. Only 3.8% of the sample doesn’t agree with
the statement.
As the graph shows more than 66% of the respondents are full agree that social
media helps in engaging with consumers. 25.9% find it‘neutral’ and only 1.92% of
the respondent are strongly disagree with the statement.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
30(28.8%)
46(44.2%)
19(18.2%)
5(4.8%)
4(3.8%)
Social media is effective for
advertising a product/service?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
31(29.8%)
38(36.5%)
27(25.9%)
6(5.76%)
2(1.92%)
Social media is great for engaging with
consumers?

From the above figure, 23.07% of the respondents strongly agree with the
statement that social media is better than other media form. And 42.3% are
‘agree’ with this. 25% find it ‘neutral’ and only 0.96% are not agree with the
statement.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
24(23.07%)
44(42.3%)
26(25%)
9(8.6%)
1(.96%)
Social media is better than any other type
of media?

FINDINGS
 There is almost no variability among the social media network users on the
basis of gender. It has been found that younger people are adopting social
media like anything and with a pace that was never before in the past.
 Facebook is the most popular social networking site for the respondents.
Facebook top the chart. Youtube and twitter have got the second and third
positions respectively in respect to the usage of social media sites. So, it is
of enormous importance for the marketers to put information on the social
sites where there is huge probability to come into the eyes of consumers
and if successes into pursuing the customers’ then positive word of mouths
will automatically get started. This will eventually gives rise to multiple
impacts and conversation will get started on the web.
 The motivational factor for people joining/ following a brand page/ brand
on social networking platforms vary from person to person. The main
reason fans come to join a brand page or brand following is through
advertising.
 Social media helped people connect with friends. This is evident with 94.2%
respondent in the survey using such platform to connect with friends.
While 86.5% respondents believe in entertainment and experiences. So,
here marketers have plenty of opportunity to communicate with their
targets and offer.
 More than 75% of the Respondent has seen Businessworld activity on
Facebook and then Twitter & LinkedIn contributed the share. The effectivity
of social media as a marketing tool will only be possible when organization
having their presence on social media provide the concrete and timely
information needed by the consumers.
 Mostly people like about Businessworld is article/news that they publish
and organizing events related to startup ecosystem, expo, talk with digital
leaders and many more.

 Today’s scenario people are more interested in watching video rather than
reading the whole news, it’s a great opportunity for Businessworld to
provide more content in video format and even as of now 34.6%
respondent like video content of Businessworld, so there is a wider scope.
 As Businessworld is actively and keep updating on social media sites. 46%
marked that content on social media platform of Businessworld is very
effective but 36% found it moderate. So there is need to change the
pattern of content and the duration cycle of the post and publish news
every time. So it helps to engage the large audience group.
 Social media is very effective tool for advertising a product or services , as
more than 75% are agree that for promotions and create branding for an
asset, social media works better and it doesn’t lead up to the advertising
but also helps in getting engagement with consumers.
 Social media is better than other form of media , 65% of the respondents
are agree with this but at the growing scenario of social marketing it’s going
to be one of the effective and efficient way.

CONCLUSION
The successful completion of this internship indicates that the future of social
media marketing is in the hands of digital. Social marketing is not only concerned
with placing ads in portals, it consists of integrated services and integrated
channels. Marketers want to use these components in an effective way to reach
target groups and to build a brand. In this digital era marketer is not the custodian
for a brand, people who are connected across the digital platforms are the
custodians.
Product/Services want to build their presence over digital platform, because
customers have high affinity towards social media than other media’s. More than
that customers are highly information seekers and it is the only platform for two
way communication between company and customers.
Itis the bestplatform to convert a productto a brand. Because it is more effective
and it provide lot of touch points to marketer having a wider reach.
The research focused on the social media platform available in the market and
their different uses that helps the industry as well as customers.
I honestly believe that this project report will be at most useful for marketers to
understand the social media marketing and also to plan for future strategies.
I conclude my research by quoting that “Marketing is no longer about the stuff
that you make, but about the stories you tell”.

Recommendations
Social media channels have a remarkable ability to attract customers with very
brief statements, and they can lead your prospects and customers to valuable
content located on your website. On the other hand, your website can encourage
visitors to engage with your company by prominently linking to your social media
channels. In order to accomplish this goal the following steps may be followed-
 Modify your website to complement your Social Media Strategy.
 Identify the Actions you want your Customers and Prospects to take.
 Implement your Conversations.
 Provide the Content your Visitors Want.
 Maintain a consistent Communication Style.
 Send Advertisements.
 Use your Web Properties to drive people to take the actions you are
targeting.
In order to influence your prospects and customers, your sales effort must follow
a process that captivates and transforms your prospects by implementing these
steps, which must be integral part of Social Media Marketing strategy.
 Develop the proper context of your message.
 Create an appropriate draw.
 Create the proper content that engages.
 Ensure you follow-up.
 Request they share.

APPENDIX
QUESTIONNAIRE
Dear Sir/Madam
I am a student of IBS GURGAON and presently doing a project on “Effectiveness
Of Social MediaMarketing In Present Business World. I request you to kindly fill
the questionnaire below and I assure you that the data generated will be kept
confidential.
Name: ………………………………………………………….………
Email id: ………………………………………........................
1. Gender
 Male
 female
2. Age
 18-30
 31-40
 41-50
 51 AND ABOVE
3. Occupation
 Student
 Service
 Business
 Other………

4. Are youusing social mediasites?
 Yes
 No
5. Whichsocial media site youuse?
 Facebook
 Pinterest
 Linkedln
 Google plus
 Tumblr
 Twitter
 Youtube
 Other…….
6. Purpose of using social mediaplatform?
 Connecting with friends
 Entertainment
 Shareviews
 News/Information
 Advertisement/Promotion
 Other……
7. Where have you seenBusinessWorldactivity onsocial media?
 Facebook
 Linkedin
 Twitter
 Google plus
 Youtube
 Tumblr
 Pinterest
 Other…….
8. What do you like about BusinessWorldactivity onsocial media?

 News/Article
 Videos
 Chat
 E-Magazine
 Events
 Other………
9. How do you rate the activity of BusinessWorldonsocial media?
 Extremely Effective
 Very Effective
 Moderate
 Slightly Effective
 Not at all
On the scales of 1-5 below, please state how much you agree witheach
statement, 1 =strongly disagree, 5 =strongly agree
No. Particulars 1 2 3 4 5
10. Social media is effective for advertising a
product/service
11. Social media is great for engaging withconsumers
12. Social media is better thanany other type of
media

References
 www.businessworld.bwdisrupt.in
 www.businessworld.in
 http://www.pwc.com/gx/en/industries/entertainment-
media/outlook/segment-insights/consumer-magazine-publishing.html
 http://www.statista.com/statistics
 https://en.wikipedia.org/wiki/Social_media_marketing
 http://seopressor.com
 http://thenextweb.com
 http://www.inc.com
 http://wearesocial.sg
 www.alexa.com
 Nicole K (2007). Building a Brand through Social Networks,
http://mashable.com/ 2007/05/ 08/ brand-social-networks/
 Social Video Report, 2013. [online] Available from:
http://socialvideoreport.com/ [Accessed on 11 April 2014]
 FICCI-KPMG industryreport, 2014. The stage is set. [online] Available from:
http://www.afaqs.com/news/story/40235_FICCI-KPMG-Report-2014:-
Indian-ME-industry-to-touch-Rs-1785.8-billion-by-2018
 http://lifehacker.com/5531465/establish-and-maintain-your-online-
identity.
 Social media, fromWikipedia, the free encyclopedia,
URL: http://en.wikipedia.org/wiki/Social_media

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