A project report on social media

S.V. INSTITUTE OF MANAGEMENT, KADI 1
Chapter-1

1.1 Social media marketing
Global Social Networking Market: Overview
Over the last decade, social media has evolved from being a mere platform to a part and parcel of
the everyday life of users. Social media marketing is rapidly gaining popularity primarily due to
the increasing active participation of social media users. Several figures indicate that Facebook
had 1.79 bn monthly active users as of third quarter of 2016. Businesses today are using social
networking sites such as Facebook and Twitter to exhibit their brands/products, to build brand
image, and expand their client base. Due to the immense potential of social media, the global
social networking market is expected to tread along a healthy growth track.
This market intelligence report presents the growth prospects of the global social networking
market for the forecast period from 2016 to 2024. It provides qualitative and quantitative insights
into the competitive landscape and highlights the leading players in the market. It profiles the
prominent players in the market along with their business strategies, latest developments, and
revenue generation. It includes SWOT analysis that reveals the growth trajectory, which each
key player will witness during the forecast period. It also offers a detailed overview of the factors
impacting the growth of the market. For a coherent understanding, the report presents statistics
pertaining to the social networking market at both global and regional levels.
Global Social Networking Market: Drivers and Opportunities
One of the primary factors contributing to the growth of the global social networking market is
the fact that social media is being increasingly acknowledged as a platform that helps in directing
search keywords towards the websites of companies, leading to enhanced website traffic and
brand popularity/visibility. The proliferation of Smartphone’s is also playing a vital role in the
growth of the market. A large number of active users access social media through mobile
phones. Social media apps designed for Smartphone’s regularly track activities and further
increase the relevance of social media marketing. The growing transition from texted-based

content to image-centric solutions is likely to provide a significant boost to the growth of the
global social networking market in the near future.
Global Social Networking Market: Regional Segmentation
The regional markets methodically examined in the report are North America, Asia Pacific,
Europe, and Rest of the World. North America is estimated to command a large share in the
market owing to the high penetration of social media and domicile of a large number of key
players. However, the market in this region is mature in nature. Asia Pacific is estimated to
emerge as a lucrative market over the forecast horizon. The growth of the region can be
primarily attributed to the rising penetration of smart phones and expanding base of internet
subscribers.
Global Social Networking Market: Competitive Landscape
Most of the players in the global social networking market are focusing on innovating and
updating their platforms/solutions to consolidate their presence in the market. Mergers and
acquisitions are the commonly adopted strategies by key players to maximize their shares in the
market. Some of the key companies operating in the global social networking market are Ask.fm,
Classmates, Facebook Inc., Flickr, Google+, Instagram, LinkedIn Corporation, Meetup, MeetMe
Inc., Pinterest, Tagged Inc., Tumblr Inc., Twitter Inc., Vine, and Vkontakte.
Major regions analyzed under this research report are:
 Europe
 North America
 Asia Pacific
 Rest of the World
This report gives you access to decisive data such as:
 Market growth drivers
 Factors limiting market growth
 Current market trends

 Market structure
 Market projections for the coming years
 Key highlights of this report
 Overview of key market forces propelling and restraining market growth
 Up-to-date analyses of market trends and technological improvements
 Pin-point analyses of market competition dynamics to offer you a competitive edge
 An analysis of strategies of major competitors
 An array of graphics and SWOT analysis of major industry segments
 Detailed analyses of industry trends
 A well-defined technological growth map with an impact-analysis
 Offers a clear understanding of the competitive landscape and key product segments
History of Social Media Marketing
Up until the Industrial Revolution, all goods were made by hand. A hierarchy evolved that
included skilled workers who were part of guilds, and these groups required that members
protect trade secrets to keep their skills in high demand. In order to learn the trade, a person
would have to spend years as an apprentice and work for free to become a full-fledged
tradesman.
Spinning Jenny - early technology
Technology often brings change. The Spinning Jenny was invented near Blackburn, England, in
1764 by James Hargreaves. The device reduced the amount of work needed to produce yarn,
with a worker able to work eight or more spools at once. Hargreaves kept the machine secret, but
produced a number for his own growing industry. The price of yarn fell, angering the large
spinning community in Blackburn. Eventually they broke into Hargreaves’ house and smashed
his machines, forcing him to flee.
Hargreaves
Technology changed industry

Then came the Spinning Jenny (which changed the way yarn was made), and with it, the
Industrial Revolution. Once this shift occurred, many of the tasks that once required skilled
workers became automated, and these new machines could easily be controlled by “unskilled
workers.” By means of the assembly line, Henry Ford took this one step further.
Technology is changing marketing
Fast-forward one century later, a similar revolution has occurred. Marketing used to require
hands-on, time-consuming labor. Today’s marketers are certainly highly skilled. However, the
requirements demanded of today’s marketers have become far more complex, and even the most
skilled experts can’t accomplish them on their own. The Industrial Revolution brought with it
new technologies to automate various processes, just as the digital revolution brought with it new
software, including what’s now known as marketing automation.
Marketing automation is changing marketing
Marketing automation platforms, such as Act-On, can perform tasks that not even a team of 100
marketers could do manually. Having lists of thousands of contacts, and being able to segment
leads and then send them the most relevant content, is something that is absolutely necessary in
the modern world of marketing. More specifically, it’s something that was impossible prior to
the tectonic shift in marketing.
The creation of social media led to social marketing
Automation was not the only aspect of marketing that was turned on its head in the last decade.
Back in 2004, a young Harvard student created a simple website in his dorm room. Then called
“the facebook,” the behemoth we now know as Facebook was never meant to be a marketing
tool. One of the biggest barriers to Facebook’s marketing potential was that it was a closed
network. At first, only certain colleges were allowed to join, then, gradually, it became open to
all schools. But, you still needed a “.edu” email address – something most marketers didn’t have.

The Facebook circa 2005
When Facebook opened up its network to the wider world in September 2006, a lot of brands and
businesses created Pages. The world of social media marketing exploded.
Facebook 2012 Profile
Along with Facebook, other social networks emerged, with each one focusing on its own niche.
These include Twitter, Instagram, Pinterest and – for professionals – LinkedIn. In the last few
years, we have seen a further evolution of social media marketing, one in which both B2Bs and
B2Cs play an active role. There has been some pushback in regard to utilizing social media as a
marketing outlet for B2B, mainly because of the perceived inability to measure ROI. Along with
that, many B2B marketers still stubbornly cling to traditional marketing tactics.
It would only seem logical that these new marketing strategies would intersect, especially
considering the ever-increasing complexity involved in managing social media. However, unlike
email, social media needs to be well, social. Herein lies the problem.
While social media marketing itself, in most cases, shouldn’t be automated, it can be coupled
with an automation system to enrich lead data for nurturing and remarketing purposes. Since
automation systems track behavior such as visits to a website and clicks on emails, why not
expand this to include social actions as well?
There are several specific actions that can be tracked by automation systems in order to better
understand lead behavior and the path to purchase. These include:
Click Data
Prior to the modern marketing revolution, understanding how people interacted with your
marketing content and your company in general, was extremely difficult. With the advent of
digital marketing channels, this has become much easier. One of the ways to follow a lead’s
interest in your company is to monitor the number of times he or she clicks on a link.
Historically, this refers to clicks on your website or in emails. However, with the advent of third
party social media platforms, it is now possible to easily measure interactions with your social
posts, including clicks on links in your posts.

Clicks can be an indication of several things:
 Interest in content you have shared
 Interaction with, and awareness of, your company
 A lead’s relevance to your industry
 Your level of thought leadership
Conversion Data
As mentioned earlier, the perceived inability to prove the ROI of social media has been a huge
stumbling block in its adoption by B2B companies. These companies, more so than B2C, are
interested in generating leads; awareness is not a top priority for most.
What many B2B marketers don’t know is that social media can definitely contribute to lead
generation. By utilizing third party platforms, these leads can also be measured. The ability to
generate leads from social media, and add those leads’ social interactions to your automation
platform, can increase your reach and optimize your sales pipeline.
Social media marketing challenges are becoming manageable
Last Social Interaction
First or last click.
 Knowing which one you can attribute a lead’s conversion to is a highly contested topic.
While each click indicates a certain interest, identifying a lead’s last social interaction
with your company is a crucial part of the sales process. The data is more recent, and
indicates your lead’s current position in the sales funnel.
 Having this data populated into your automation system is one thing, but it’s what you do
with it that counts. A marketer can have the most up-to-date, rich data on a lead, but if he
or she fails to leverage it correctly, then it is all for naught.

Facebook on mobile then
Lead Scoring
One of the most powerful aspects of an automation platform is the ability to score leads based on
various actions. Scoring can be used to trigger certain marketing activities by showing you how
warm a lead is. If, for example, a person clicks on a certain number of your social posts, you will
know that they are ready for the next stage of the sales cycle.
Social data can be used for lead scoring in several ways:
Looking at social clicks – how many times a lead has clicked on your social posts – is a great
indicator of the person’s interest in your company.
Understanding which social campaign caused a lead to convert can indicate which aspect of your
company’s product or service sparked interest.
Each social network attracts a different audience. Knowing which social network a lead came
from can give you a better idea of his or her personality.
Mobile now
Facebook on mobile, now
Each LinkedIn Discussion Group has its own topic, professional focus, and members. This data
will help enrich your understanding of your leads and help you provide each one with the most
relevant content.
B2B companies generally utilize the personal profiles of their employees for evangelist purposes
(if you are not doing so, I suggest you start). Each one of these profiles has different connections.
Knowing which social profile was used to publish a post that a lead converted from can provide
crucial insight.
Targeted Campaigns
One of the greatest benefits of marketing automation tools is the ability to target campaigns; in
other words, you can send the right content, to the right leads, at the right time. By using a

combination of lead scoring and various triggers from social actions, you’ll be able to understand
who your leads are, what they’re interested in, and where they stand in the sales cycle. Once you
understand this information, you can create targeted campaigns for lead types in order to
generate sales more effectively.
Pick the Right Tools
There are many tools in today’s marketing world. Most marketers start with an integrated
platform, but even the most sophisticated platform cannot stand alone. For the highly specialized,
critical function of social media marketing, modern marketers need a diverse mix of tools, as
well as the ability to integrate the data from each one into the core platform data, in order to
successfully push a lead down the sales funnel.
Daniel Kushner is a cofounder and the CEO of Oktopost — social media management software
that helps B2B marketers manage content and measure the true business value of their social
media marketing. Facebook images used with permission from Facebook. See the entire
company timeline.
Social Media Marketing scenario of India
With the surge in the adoption of broadband internet and the increased online penetration
powered by mobile phones, more and more Indians are going social these days. In a report
released by Singapore-based we are Social, India has the 3rd largest online user base following
US and China. And this huge online user base is primarily into social networking
Interesting Insights about the Indian Social Media Industry
 67% Urban Indian internet users get online for social networking
 73% of India’s netizens watch online videos
 Google and Facebook account for 67% of total online ad spend in India.
 Social networking is primary driver of online activity in India
 60.5 million – social networking users in India. That’s equal to the entire population of
Italy.
 However, the social media penetration is just 5%

 52% – growth rate of social media users in India this year.
 1 in 4 online minutes is spent on social networking
 44% of Indian netizens used Facebook last month.

1.2Growth of the industry
Network Analysis Module (NAM) Market - Global Industry Analysis, Size, Share, Growth,
Trends and Forecast 2017 - 2027
In the era of technology, the busy world is connected with peers over the networks, which is why
issues related to the security threat; poor network performance and mismanagement of traffic are
increasing rapidly. So, to assist this problem, Network. Data Quality Tools Market - Global
Industry Analysis, Size, Share, Growth, Trends and Forecast 2017 – 2025.
Increasing global data volume i.e. in terabytes and pet bytes, across various business sectors is
the key factor contributes the growth of global data quality tools market. Data quality software
enhances the quality of the data through various standards.
To Operating Systems Market - Global Industry Analysis, Size, Share, Growth, Trends and
Forecast 2017 – 2027
Internet of Things can carry out data exchange between various devices over the network in the
most efficient way using the lowest amount of resources and less power consumption. The
general operating systems required the significant amount.
Data Monetization Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast
2017 - 2025
Increasing large volume of enterprise data generated by organizations across various industries is
the key factor contributes the growth of global data monetization market. Data monetization is
the process of unlocking the significant financial value.
Enterprise Network Firewall Market - Global Industry Analysis, Size, Share, Growth, Trends and
Forecast 2017 - 2025
Growing importance to reduce the network security risks across various organizations is the key
factor contributes the growth of global enterprise network firewall market. Network firewall is
the ideal location to enforce enterprise network security.

Chapter-2

2.1 About BRANDVEDA
BrandVeda, is a startup company in Digital Marketing Based at Ahmedabad & Gandhinagar .It
was formed for the purpose for empowering the people as well as spread awareness. BrandVeda
motivates students and corporate people to experience the world of digital marketing. The faculty
of BrandVeda not only provide theoretical knowledge but they also teach the practical
knowledge which they experience from the market. The main aim of BrandVeda is to serve
knowledge and make them successful in the field of digital marketing. They also conduct
webinars to teach students and professionals.
Saurabh Pandey(Founder) Sandeep Trivedi(Marketing Manager)
The faculty of brandveda i.e. Saurabh Pandey and Sandeep Trivedi share their 15 years
experience to their students by giving them live example of market. The company was
incorporated before 3 years ago and today the company empowered with 2000+ students and
corporate people .They took 30-35 seminars and workshops for spreading the knowledge about
digital marketing. A team of trained and experienced professionals guided by Saurabh pandey
have developed the specialized programmers and workshops that prepare students and
professionals for many challenges, making them more valuable to their organization and help
them to grow both professionally and personally.
In today’s world, most of the business wants to adopt online market by serving worldwide
customers. They don’t want to be more particular about any city or state. With the help of digital
market they serve worldwide potential customers. Digital market is not all about how to do
business but it also include how to target audience how to attract customers, how to generate lead
for your business, how to acquire customer etc.

BrandVeda believes in delivering world class digital marketing education at much affordable
price. They help students in leading better life and fulfilling their dreams by empowering them
and making them skilled as per industry requirements.
Brandveda trained
• 2000+ Candidate and 25+ batches,
• They have Student Satisfaction Rating of 9.7/10
• They also have 100+Reviews and 100+ Online Courses subscribers
They also conduct Digital marketing courses in various top management colleges like United
World School Of Business, Sant Kabir Institute of Professional Studies, National Institute of
Fashion Technology, S.K. Patel College and many more colleges across India.
They also started with a programmed called “EK UDAAN", which gives free training &
recruitment to the candidates who are not able to pursue education. (Financially Challenged
Candidates). Our only intention is to help our society & to serve humanity. We want them to lead
a good life style and want to provide opportunity.
Brandveda also coming with its service providing institute name “CLICK BIG”. Which going to
be new highlight in service providing institutes.

As an entrepreneur Mr. Saurabh Pandey along with his colleague, Mr.Biswanath Mukherjee has
worked closely and under the guidance of V Ramani, founder of IAMAI (Indian Association of
Mobile and Internet. Mr.Saurabh pandey worked with well esteemed organizations like. HDFC,
Bank of Baroda, PMC Bank, BSNL India ,Work hard Foundation, SG Cricket, Mitashi,
Lokmanya foundation, Indo French project, Honda and many more. He meet Saurabh Pandey
(founder of brandveda) at the beginning of 2014.He was working under him as a Trainee at
landmark Honda, where he was heading the marketing department. We were working in the
digital space, running different PPC campaign (display and search) and he realized that there was
a serious deficiency in the industry around the skills required to plan and deliver digital
marketing campaign. None of the schools, colleges or universities had even considered this
discipline to be worthy of inclusion in their plans. This is an opportunity to gain a lead in
educating marketers to understand the new growth area of digital marketing. Mr.Saurabh
believes in delivering practical, applied and conceptual knowledge, which has been designed and
developed through intensive research, creative application, communicating with various industry
professionals and through the understanding of market needs.
The digital marketing professional program offers students and professional a fresh perspective
in online marketing in the global scenario. The course aims to provide students and professionals
the core concept of digital marketing with the help of live projects, case studies and world class
training methods.
Brandveda Digital Marketing Institute is a 3 year old startup which is into providing World Class
Digital Marketing Training to Candidates. BrandVeda Always believe in Giving Best in Industry
training to the candidates and also strive to improve our services on day to day basis. Every
session at Brandveda is Different and improved from the previous session.
As Digital Marketing Field is concerned, In today's Scenario where a bigger section of customer
is inclining towards Online shopping it has become a big challenge for small retailer to stay in
market and sell their product, which in turn is increasing the Need of Digital Marketers in the
Market. As per recent surveys by government and private agencies there are going to be more
than 8lacs+ job opening by the end of the year 2017 which will be completely into Digital
Marketing across India. And launch of Initiatives like Digital India campaign by the Government
are making people more aware about the same.

Brandveda being keen in changing people life, We have already been able to Place more than 60
candidates in last 2 months. We believe in delivering good candidates to the industry for which
we and candidate work very hard before sending the student for an interview. Due to Our and
candidates hard work we reserve a special place in priority list of a few very Renowned
companies like Ensight global, Soilive and Riconn interactive Pvt. Ltd. We are attaching a few of
our very recent placement banner.
BrandVeda being an Entrepreneurial Team also believes in promoting young Entrepreneurs. We
also help our students who believe in starting up their own client servicing agency or work from
home by getting projects from online clients.
Digital Marketing being the most potential marketing tool in today’s digital age, this Specialized
Training Program is designed for candidates who want to gain the skills necessary while working
with various organizations, for those responsible for developing or implementing an
organization’s online marketing strategy, including senior management, marketing managers,
marketing executives, small business owners, and anyone who would like to pursue a career in
digital marketing shall certainly add credential to their resume. This also creates an opportunity
for the candidates to be the preferred human resource for various organizations, for future

entrepreneurs to utilize digital marketing knowledge as one of the most effective resource and
most importantly, to be one of the few with such an expertise.
Course Name: Advanced Course in Digital Marketing
• Introduction to Digital Marketing
• Search Engine Optimization (SEO)
• Pay per Click Marketing
• Email Marketing
• Display Advertising
• Google Analytics
• Inbound Marketing
• Strategy and Planning
• Video advertising
• Social media
• Google Algorithm
• Webmaster tool
Who should join?
• MBA/BBA/MCA/BCA Students etc.
• Commerce Graduates
• Business Owners
• Marketing & Sales Professional

Duration: 10 Week
• Week / Days / 40 Hours of Specialized
• Weekdays/weekend classes available (25 days)
• Saturday/Sunday batches are available
Certificate:
• Preparations for the certification exams for Google adwords
• Preparations for the certification exams for Microsoft Bing
• Preparations for the certification exams for Brandveda
Course Fee: Rs 16000/- + Service Tax
The details for this Specialized Training Program are given in the attached brochure.
There are also many other unique features of the Programmed:
• Preparations for the certification exams for Google
• Preparations for the certification exams for Microsoft Bing
• Complete Online Course - Students can access to our exclusive online content where we have
uploaded more than 30 hours of course for 3 months
• Live Campaign Experience - We would be sharing the Campaigns; we are running for the
clients. (Top Brands in Automobile). Spending 3 Lakh Per month
• Mock Test - 4 - Conducting the Online Mock test
• Introduction to world's best case studies
• Doubt solving sessions
• Email & Phone Support - 24 * 7. (Turn Around Time of 4 Hours)

• Placement Assistance, Starting Salary from (1.5 Lakh to 5 Lakh)
• Exclusive Webinars on Analytics, Email Marketing, Mobile Marketing
• Introduction of various Social Media Management Tools
• Introduction of various SEO Tools, ORM Tools
• Exclusive Access to Our webinars. (3 webinars per month ) for 2 Months
• Access to Short Duration course at our center
Following are our expert Mr. Saurabh Pandey accreditations/certifications in digital marketing:-
1) Google certified professional in Advanced Display Advertising.
2) Google certified professional in Advanced Search Advertising.
3) Google certified professional in Advanced Analytics.
4) Google certified professional in Advanced Video Advertising.
5) Hub spot certified professional in INBOUND Marketing.
6) Hoot suite certified professional in Social Media Management
7) Bing Accredited professional.
8) Certified Digital Marketing professional by IAMAI (Internet & Mobile Association of India).
9) Google certified professional in Mobile Analytics.
10) Certified Social Media Professional by Govt Of India (Skills Initiative).
11) Certified digital Marketing professional by Digital Academy, Microsoft.
12) Completed Training into Digital- Sales by Double click rich Media (powered by Google).
13) You tube Masthead certified professional.
14) Quality Assurance certified professional by double click rich Media (powered by Google).

15) Google certified professional in Advanced Mobile Advertising.
16) Certified Social Media Professional by UK Based Agency, SOME Academy
17) Practitioner Training Course in Digital Marketing Foundation by MARKET MOTIVE
18) Conversion optimization Practitioner Training by MARKET MOTIVE
19) PPC Practitioner Training by MARKET MOTIVE
We have also started with a programme called “EK UDAAN", we are giving free training &
recruitment to the candidates who are not able to pursue education. (Financially Challenged
Candidates). Our only intention is to help our society & to serve humanity. We want them to lead
a good life style and want to provide opportunity.
Brand Veda believes in delivering world class digital marketing education at much affordable
price. We want to help students in leading better life and fulfilling their dreams by empowering
them and making them skilled as per industry requirements.
2.2COMPETITORS
1. DIIM Digital institute of internet marketing.
2. Digital marketing training institute.
3. SEO & digital marketing institute.
4. Data tech institute of internet marketing.
5. SMIT digital marketing Pvt. Ltd.
6. Patel academy.
7. MICA institute.

Environment and Technology
The company environment consists of staff of 5-6 members working in this organization in the
field of digital marketing as well as offline marketing. The external environment consist of
providing services to corporate office such as SEO,SMM, etc.The company is using technology
such as Google Adword tool, Google analytics tool and other various tool of online marketing
and also includes Pamphlet, fliers, brochure, events, cold calling, lollipop, backdrop, referral
schemes, BTL,Hoarding , SMS distribution, events etc.
Brandveda services
 Digital marketing, online reputation
 Brand management, Paid search-Pay per click marketing
 Generating Business, ROI Analysis
 Handled sales Search engine marketing
 Competitive analysis, Search engine optimization
 Online marketing strategy, Inbound marketing
 Lead generation, social media strategy
 Local search optimization, Social media marketing
 Tie upsWeb analytics, Conceptualizing, monetarizing
 Client serving Website development & optimization
2.3SWOT Analysis
STRENGTH WEAKNESS
1. Covering large market area.
2. Faculty
3. Low fees, quality education.
4. Also providing internship.
5. Growing brand.

6. Providing online as well as off line training.
7. Live projects.
8. Online training (UDEMY)
9. Providing online service(Coming with “click big”).
10. Certified professional trainer.
11. Providing training for placement as well as providing placement source and placement in
their esteemed institute.
1. No digital facility in classroom like Projector etc.
2. Small area of classroom.
OPPORTUNITIES & THREAT
1. Starting institute in different cities or covering large area.(Surat, Raipur, Jaipur, Udaipur).
2. Market demand of digital courses and digital platforms(e-commerce, e-business, online
advertisement etc).
1. Huge Competitors.
2. Small company’s not easily believe in digital marketing they believe in traditional marketing.
CUSTOMERS:
1. Students: The main customers of Brandveda are students. Those who are doing professional
courses like. BBA, MBA, BCA, MCA , B.Com, M.Com etc are mostly engage with brandveda
to become master in various tools of digital marketing like. SEO, SEm rush, LRT,Moz etc.
2. Professionals are also engaging with brandveda because nowadays traditional marketing is not
beneficial to exist in the marketing. If you want to grow your business you should learn about
Digital marketing.

3. Corporate people: Corporate people are also learning about digital marketing because it is the
hot course among corporate people.
4. Businessmen: For exist in today’s marketing digital marketing become the most essential
agenda.

2.3 Brandveda Analysis:
MARKETING HUMAN RESOURCE
Brandveda do offline and online marketing
such as. Fliers distribution , brochures, events,
cold calling, BTI, Hoarding, referral schemes,
webinars, email marketing, facebook
campaign, blogs, twitter campaign etc.
Brandveda is limited liability partnership firm
and also an startup company , so the staff
members of brandveda is 5-6.They are also
coming with different branches of brandveda in
Raipur, Jaipur,Vadodara etc.In short period of
time recently they open a branch in
ahmedabad. The main office of brandveda is in
Gandhinagar.
OPERATION FINANCE
Operation of brandveda includes:
Sales,CRM,HR,Marketing.
CRM includes lead management, feedback
forms and
calls,testimonials,refreshments,transport
facility, referral schemes, follow up classes etc.
to maintain relationship with customer. They
do sales of online course, consulting etc.
Brandveda started from 70,000seed fund. They
spend 1.75 lakh at their both institute
(gandhinagar and ahmedabad).They distribute
their fund as salary,class
management,maintenance,transport,
refreshment ,miscellaneous etc.Till 2017, may
the target average turnover of brandveda will
be 6 lakh.
MARKETING HUMAN RESOURCE
Brandveda do offline and online marketing such as. Fliers distribution , brochures, events, cold
calling, BTI, Hoarding, referral schemes, webinars, email marketing, facebook campaign, blogs,
twitter campaign etc. Brandveda is limited liability partnership firm and also an startup company
, so the staff members of brandveda is 5-6.They are also coming with different branches of
brandveda in , Jaipur, Vadodara etc. In short period of time recently they open a branch in
Ahmedabad. The main office of Brandveda is in Gandhinagar.

OPERATION FINANCE
Operation of brandveda includes: Sales, CRM, HR, and Marketing.
CRM includes lead management, feedback forms and calls, testimonials, refreshments, transport
facility, referral schemes, follow up classes etc. to maintain relationship with customer. They do
sales of online course, consulting etc. Brandveda started from 70,000seed fund. They spend 1.75
lakh at their both institute (Gandhinagar and Ahmadabad).They distribute their fund as salary,
class management, maintenance, transport, refreshment ,miscellaneous etc. Till 2017, may the
target average turnover of brandveda will be 6 lakh.

Chapter-3

Literature Review
(Mohammad Furqan Khan, Nov. 2015)
Social media and social media marketing are sometimes used interchangeably, but two indeed
are different. The purpose of this research paper is to revisit the literature on both concepts and
correlates them in technical terminologies. We have studied the literature available on Social
media first and identified the basic functionalities of it. Then the literature available on social
media marketing helped us in identifying its dimensions. In conclusion section of the research
paper we have correlated the two concepts and redefined social media marketing in technical
terms.
(Paquette, 2013)
In today’s technology driven world, social networking sites have become an avenue where
retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011, 46)
defines social media marketing as a “connection between brands and consumers, [while] offering
a personal channel and currency for user centered networking and social interaction.” The tools
and approaches for communicating with customers have changed greatly with the emergence of
social media; therefore, businesses must learn how to use social media in a way that is consistent
with their business plan (Mangold and Faulds 2099). This is especially true for companies
striving to gain a competitive advantage. This review examines current literature that focuses on
a retailer’s development and use of social media as an extension of their marketing strategy.
(Friberg, 2017)
The purpose of this study is to critically diagnose and review the current available knowledge of
social media in retail. Particularly, this review concentrates on influences of social media in
consumer behaviour within the online retail context. This study aims to identify gaps in the
literature, and give recommendations for further research. The review uses a descriptive research
method when gathering and summarising the data about social media in online retail. The studies
included in this review are very recent; from the years 2009 to 2017. Chosen existing studies are

analysed in comparison to traditional literature and linked to Cumberland’s philosophy.
Moreover, how traditional literature can still be used to support current phenomena. Conclusions
are drawn to emphasize that Cumberland’s theories can be applied to modern society and social
media is noted as a tool used by man to pursue ”Universal Benevolence”. Future research should
concentrate on further understanding this relationship. The review provides important
information about how social media influences consumer purchasing behaviour in online retail,
which is of particular interest for marketers and managers of that field.
(SCHEIN, 2013)
Social media is currently utilized by public health organizations both as a broadcasting platform
to amplify messages from traditional media sources (e.g., radio, television, print media) and as
an entirely new way of collaborating and co-creating content with target audiences. In the latter
approach, organizations have had to adapt their communications strategies to incorporate
usergenerated content and feedback. The process of engaging users to co-create content, to rate,
rank and comment on communications, more so than the resulting message, is increasingly
perceived to give a heightened authenticity to messages, improving trust in, and building users’
relationships with, organizations. Social media, unlike traditional media campaigns, provides
novel opportunities to embed and interject public health messaging into the daily online
conversations of Canadians. In the future, it will also allow public health communicators to
deliver a range of health promotion messages and self-monitoring tools through mobile
applications, an innovation that will potentially increase the reach to those without computers,
and will allow public health messaging to penetrate the day-to-day health conversations and
activities of Canadians. The adoption of social media by leading public health organizations
reflects a widespread sense that these tools are increasingly necessary to reach demographics
who are abandoning traditional broadcast technologies (e.g., telephones, television) such as
teens, or a significant portion of the public who are rapidly transforming the manner in which
they interact with experts.

(Hajli, 2014)
Social media have provided new opportunities to consumers to engage in social interaction on
the internet. Consumers use social media, such as online communities, to generate content and to
network with other users. The study of social media can also identify the advantages to be gained
by business. A multidisciplinary model, building on the technology acceptance model and
relevant literature on trust and social media, has been devised. The model has been validated by
SEM-PLS, demonstrating the role of social media in the development of e-commerce into social
commerce. The data emerging from a survey show how social media facilitate the social
interaction of consumers, leading to increased trust and intention to buy. The results also show
that trust has a significant direct effect on intention to buy. The perceived usefulness (PU) of a
site is also identified as a contributory factor. At the end of the paper, the author discusses the
results, along with implications, limitations and recommended future research directions.
(Stephen, 2015)
This article reviews recently published research about consumers in digital and social media
marketing settings. Five themes are identified: (i) consumer digital culture, (ii) responses to
digital advertising, (iii) effects of digital environments on consumer behavior, (iv) mobile
environments, and (v) online word of mouth (WOM). Collectively these articles shed light from
many different angles on how consumers experience, influence, and are influenced by the digital
environments in which they are situated as part of their daily lives. Much is still to be
understood, and existing knowledge tends to be disproportionately focused on WOM, which is
only part of the digital consumer experience. Several directions for future research are advanced
to encourage researchers to consider a broader range of phenomena.
(Vinerean, 20, 2013 )
Social media allows customers and prospects to communicate directly to your brand
representative or about your brand with their friends. However, the obvious question is: who are
the people interacting online and how engaged are they in online activities? This paper aims to
answer this question based on a study regarding the online activities of 236 social media users,
by identifying different types of users, a segmentation of these users and a linear model to

examine how different predictors related to social networking sites have a positive impact on the
respondents’ perception of online advertisements. The answer can help discover how to engage
with different types of audiences in order to maximize the effect of the online marketing strategy.
(Shah, 2015)
Automobile sector plays a very vital role in overall economic growth of any country. Two-
wheeler automobile industry in India has not experienced marketing activities based on the social
media. In today’s world social media is omnipresent among consumers so taking advantage of
wider platform for company’s marketing activities will be a great opportunity. This study was
done to tap existing and potential usage of social media in marketing & promotional activities in
two wheeler segment.
(Naidoo, 2014)
In this day and age, with the very strong impact of globalization, digitalization and social media,
advertising is changing. Many companies and advertising role players are forced to implement
new consumer and business models and apply innovative business strategies. Social media
marketing has become a norm for most companies. The process of marketing is used through
social media sites like Twitter, Facebook and YouTube. By utilising the social aspect of the web,
social media marketing is able to connect and interact on a much more personalised and dynamic
level than through traditional marketing. The target audience is a unique generation and has
developed a personal filtering system against the onslaught of traditional media. The current idea
is to try and build customised relationships with future clients from a young age, by developing a
relationship that complies with their requirements which social media has made a possibility.
This study attempts to investigate the effectiveness of advertising through social media, focusing
on the social media medium of Facebook to determine the key correlations and factors that affect
the effectiveness of advertisements on Facebook. The target audience utilised is based in the
geographical region of Gauteng.
(Esther, 18 May 2015)
The growing popularity of the social media has without question brought about a paradigmatic
shift in the way advertisers and marketers seek to promote their goods and services and affect the

purchasing decisions of their customers and targets. However, research on advertisements
positioned on these social networks and the level of awareness, attitude and responsiveness of its
users are relatively still developing, especially within the Nigerian context. Because Facebook
has, among the various social media, grown exponentially to become the biggest and most
popular today, this study thus investigates the level of awareness, attitude and responsiveness to
Facebook advertising on the part of Nigerian youths who are believed to be active social media
users. Drawing a sample size of 400 from some select universities in South East Nigeria, the
survey finds high awareness of Facebook advertising among the youths. However, it was found
that in their vicarious experiences with Facebook, these youths experience some “attention
challenges” in noticing and observing the ads. Their attitude to the Ads also indicate a cause for
worry: even though they fancy and see Facebook Ads as useful, majority of them would not buy
the product or visit the website for more or even “Like” products or services liked by their
friends. Debunking the Uses-andgratification theory to some extent, the study supports the social
cognitive theory of communication and recommends that social media advertisers make their
Ads more assertive, eye-catchy, detailed, brief and concise, more visible and more properly
positioned, among others.
(Farooq, 2012)
Online Social networking websites are very popular and have become a part of life. These sites
have made significant impact in the individual’s life. When analyzing the users’ scope of social
networking, it can be concluded that the modern social communities influence in individual’s
private life, whereas the traditional networking or social communities is more interrelated to
business circle. This change has undoubtedly offered many firms an opportunity to target this
new medium for marketing. In Pakistan, marketing on social networks is not taken seriously.
There are some companies who have shown interest and have created their presence yet they are
not focusing seriously. If this medium is explored intelligently then the social network medium
has a potential to provide many new ways to market the audience with the help of registered
users indirectly, without knowing them. Social Network (Facebook) has provided many tools for
marketing purpose like groups, events, social ads. These all are widely used and entertaining the
enterprise organizations by all means; however these all have some limitations. Tagged based
marketing on the Facebook is a new concept inspired from the tag facility provided by Facebook.

If this strategy is implemented then this would be helpful for organization in terms of targeting
audience, developing trust of the product among consumer, increase clientele etc. This paper
presents a survey based research from users and organizations for finding their views on the
tagged based marketing on the social networking website (Facebook). The survey consists of two
questionnaires each for user and organization. this survey helps in understanding the reason why
the tagged based marketing is not successfully implanted in Pakistan, what are the barriers and
what steps could be taken to make it effective for organizations.

Chapter-4

4..1Introduction about Social Media
Social media marketing is the use of social media platforms and websites to promote a product or
service. Most of these social media platforms have their own built-in data analytics tools, which
enable companies to track the progress, success, and engagement of ad campaigns. Companies
address a range of stakeholders through social media marketing including current and potential
customers, current and potential employees, journalists, bloggers, and the general public. On a
strategic level, social media marketing includes the management of the implementation of a
marketing campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone". To use social media
effectively, firms should learn to allow customers and Internet users to post user-generated
content, also known as "earned media", rather than use marketer-prepared advertising copy.
While social media marketing is often associated with companies, as of 2016, a range of not-for-
profit organizations and government organizations are engaging in social media marketing of
their programs or services.
Platforms
Main article: Social media
Social networking websites
Social networking websites allow individuals, businesses and other organizations 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 precisely, e-word of mouth. The Internet's ability to reach billions
across the globe has given online word of mouth a powerful voice and far reach. The ability to
rapidly change buying patterns and product or service acquisition and activity to a growing
number of consumers is defined as an influence network. 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 that share 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 and 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 and 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 and marketers
run micro-targeted campaigns.
To integrate social networks into their marketing strategies, companies have to develop a
marketing model. In a marketing model based on social networks is provided. The model
includes the following steps:
Selection of the potential social networks to use;
Setting out a financial plan (regarding hiring social media brand managers or consultants);
Designing or modifying organizational structures to manage the social network in the companies'
market (this may involve adding a social media unit to an existing marketing branch or creating a
new social media branch); Selection of target market.
Selection of the products, services, brand or company messages which will be promoted;
Performance measures for the social media strategy such as evaluation, data analytics, etc. 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.
Mobile phones
Just under half the world's population is currently on the Internet. Roughly 75% of those people
are on social media and ¾ of those folks have social media accounts on their mobile phones.
Mobile phone usage is beneficial for social media marketing because mobile phones have social
networking capabilities, allowing individuals immediate web browsing and access to social
networking sites. Mobile phones have grown at a rapid rate, fundamentally altering the path-to-
purchase process by allowing consumers to easily obtain pricing and product information in real
time and allowing companies to constantly remind and update their followers. Many companies
are now putting QR (Quick Response) codes along with products for individuals to access the
company website or online services with their smart phones. Retailers use QR codes to facilitate
consumer interaction with brands by linking the code to brand websites, promotions, product
information, or any other mobile-enabled content. In addition, Real-time bidding use in the
mobile advertising industry is high and rising because of its value for on-the-go web browsing.
In 2012, Nexage, a provider of real time bidding in mobile advertising, reported a 37% increase
in revenue each month. Adfonic, another mobile advertisement publishing platform, reported an
increase of 22 billion ad requests that same year. Mobile devices and the internet also influence
the way consumers interact with media and has many further implications for TV ratings,
advertising, mobile commerce and more. Mobile media consumption such as mobile audio
streaming or mobile video are on the rise – in the United States, more than 100 million users are
projected to access online video content via mobile device. Mobile video revenue consists of
pay-per-view downloads, advertising, and subscriptions. As of 2013, worldwide mobile phone
Internet user penetration was 73.4%. In 2017, figures suggest that more than 90% of Internet
users will access online content through their phones.

Strategies
There are two basic strategies for engaging the social media as marketing tools:
Passive approach
Social media can be a useful source of market information and a way to hear customer
perspectives. Blogs, content communities, and forums are platforms where individuals share
their reviews and recommendations of brands, products, and services. Businesses are able to tap
and analyze the customer voices and feedback generated in social media for marketing purposes;
in this sense the social media is a relatively inexpensive source of market intelligence which can
be used by marketers and managers to track and respond to consumer-identified problems and
detect market opportunities. For example, the Internet erupted with videos and pictures of iPhone
6 "bend test" which showed that the coveted phone could be bent by hand pressure. 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, Apple promptly issued a statement saying
that the problem was extremely rare and that the company had taken several steps to make the
mobile device's case stronger and robust. Unlike traditional market research methods such as
surveys, focus groups, and data mining which are time-consuming and costly, and which take
weeks or even months to analyze, marketers can use social media to obtain 'live' or "real time"
information about consumer behavior and viewpoints on a company's brand or products. This
can be useful in the highly dynamic, competitive, fast-paced and global marketplace of the
2010s.
Active approach
Social media can be used not only as public relations and direct marketing tools but also as
communication channels targeting very specific audiences with social media influencers and
social media personalities and as effective customer engagement tools. Technologies predating
social media, such as broadcast TV and newspapers can also provide advertisers with a fairly
targeted audience, given that an ad placed during a sports game broadcast or in the sports section
of a newspaper is likely to be read by sports fans. However, social media websites can target
niche markets even more precisely. Using digital tools such as Google Adsense, advertisers can
target their ads to very specific demographics, such as people who are interested in social

entrepreneurship, political activism associated with a particular political party, or video gaming.
Google Adsense does this by looking for keywords in social media user's online posts and
comments. It would be hard for a TV station or paper-based newspaper to provide ads that are
this targeted though not impossible, as can be seen with "special issue" sections on niche issues,
which newspapers can use to sell targeted ads.
Facebook and LinkedIn are leading social media platforms where users can hyper-target their
ads. Hyper targeting not only uses public profile information but also information users submit
but hide from others.[17] There are several examples of firms initiating some form of online
dialog with the public to foster relations with customers. According to Constantinides, Lorenzo
and Gómez Borja "Business executives like Jonathan Swartz, President and CEO of Sun
Microsystems, Steve Jobs CEO of Apple Computers, and McDonalds Vice President Bob
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 current prime minister of
India ranks only second after President Barack 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.
Engagement
In the context of the social web, engagement means that customers and stakeholders, such as
consumer advocacy groups and groups that criticize companies are active participants rather than
passive viewers. Social media use in a business or political context allows all consumers/citizens
to express and share an opinion about a company's products, services or business practices, or a
government's actions. Each participating customer or non-customer who is participating online
via social media becomes part of the marketing department (or a challenge to the marketing
effort), as other customers read their positive or negative comments or reviews. Getting
consumers and potential consumers (or citizens) to be engaged online is fundamental to
successful social media marketing. With the advent of social media marketing, it has become
increasingly important to gain customer interest in products and services, which can eventually

be translated into buying behavior (or voting or donating behavior in a political context). New
online marketing concepts of engagement and loyalty have emerged which aim to build customer
participation and brand reputation.
Engagement in social media for the purpose of a social media strategy is divided into two parts.
The first is proactive, regular posting of new online content (digital photos, digital videos, text)
and conversations, as well as the sharing of content and information from others via web links.
The second part is reactive conversations with social media users responding to those who reach
out to your social media profiles through commenting or messaging Traditional media such as
TV news shows are limited to one-way interaction with customers or 'push and tell' where only
specific information is given to the customer with few or limited mechanisms to obtain customer
feedback. Traditional media such as paper newspapers, of course, do give readers the option of
sending a letter to the editor, but this is a relatively slow process, as the editorial board has to
review the letter and decide if it is appropriate for publication. On the other hand, social media is
participative and open, as participants are able to instantly share their views on brands, products,
and services. Traditional media gave control of message to the marketer, whereas social media
shifts the balance to the consumer (or citizen).
Campaigns
Betty White
Social networking sites can have a large impact on the outcome of events. In 2010, a Facebook
campaign surfaced in the form of a petition. Users virtually signed a petition asking NBC
Universal to have actress Betty White host Saturday Night Live. Once signed, users forwarded
the petition to all of their followers. The petition went viral and on May 8, 2010, Betty White
hosted SNL.
2008 US presidential election
The 2008 US presidential campaign had a huge presence on social networking sites. Barack
Obama, a virtually unknown Democratic candidate, utilized 15 different social media websites to
form relationships with the millions of American citizens who utilize those networks. His social

networking profile pages were constantly being updated and interacting with followers. By the
end of his campaign, Obama had 5 million social media network supporters (2.5 million on
Facebook and 115,000 on Twitter). The use of social networking sites in his marketing campaign
gave Barack Obama's campaign access to e-mail addresses, as posted on social network profile
pages. This allowed the Democratic Party to launch e-mail campaigns asking for votes and
campaign donations.
Local businesses
Small businesses also use social networking sites as a promotional technique. Businesses can
follow individuals social networking site uses in the local area and advertise specials and deals.
These can be exclusive and in the form of "get a free drink with a copy of this tweet". This type
of message encourages other locals to follow the business on the sites in order to obtain the
promotional deal. In the process, the business is getting seen and promoting itself (brand
visibility).
Small businesses also use social networking sites to develop their own market research on new
products and services. By encouraging their customers to give feedback on new product ideas,
businesses can gain valuable insights on whether a product may be accepted by their target
market enough to merit full production, or not. In addition, customers will feel the company has
engaged them in the process of co-creation—the process in which the business uses customer
feedback to create or modify a product or service the filling a need of the target market. Such
feedback can present in various forms, such as surveys, contests, polls, etc. Social networking
sites such as LinkedIn, also provide an opportunity for small businesses to find candidates to fill
staff positions. Of course, review sites, such as Yelp, also help small businesses to build their
reputation beyond just brand visibility. Positive customer peer reviews help to influence new
prospects to purchase goods and services more than company advertising. As the social media
world continues to grow, so does the need to reach customers on social networks. 70% of the
U.S. Population has some form of social media profile, and by 2018 that number is projected to
be 2.8 Billion.[citation needed] Small businesses can benefit from social media marketing, due to

its little to no start up costs which can decrease marketing costs, giving a personality to their
brand, increased brand recognition, and higher conversion rates. Engaging customers in the 21st
century is now only a click away.
4.2Purposes and tactics
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, and 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. Of the top 10 factors that correlate with a strong Google organic
search, seven are social media dependent. This means that 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, and 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 and have changed the ways in which consumers engage with brand content.
Instagram has 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. Unlike traditional media that are often cost-prohibitive to many companies, a social media
strategy does not require astronomical budgeting.
To this end, companies make use of platforms such as Facebook, Twitter, YouTube, and
Instagram to reach audiences much wider than through the use of traditional print/TV/radio
advertisements alone at a fraction of the cost, as most social networking sites can be used at little
or no cost (however, some websites charge companies for premium services). 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. To both
this aim and to fix the public's perception of a company, 3 steps are taken in order to address
consumer concerns, identifying the extent of the social chatter, engaging the influencers to help,
and developing a proportional response.
Twitter
Twitter allows companies to promote their products in short messages known as tweets limited to
140 characters which appear on followers' Home timelines. Tweets can contain text, Hashtag,
photo, video, Animated GIF, Emoji, or links to the product's website and other social media
profiles, etc. Twitter is also used by companies to provide customer service. Some companies
make support available 24/7 and answer promptly, thus improving brand loyalty and
appreciation.
Facebook
Facebook pages are far more detailed than Twitter accounts. They allow a product to provide
videos, photos, and longer descriptions, and testimonials as other followers can comment on the
product pages for others to see. Facebook can link back to the product's Twitter page as well as
send out event reminders. As of May 2015, 93% of businesses marketers use Facebook to
promote their brand. A study from 2011 attributed 84% of "engagement" or clicks to Likes that
link back to Facebook advertising. By 2014, Facebook had restricted the content published from
businesses' and brands' pages. Adjustments in Facebook algorithms have reduced the audience
for non-paying business pages (that have at least 500,000 "Likes") from 16% in 2012 down to
2% in February 2014.
Google+
Google+, in addition to providing pages and some features of Facebook, is also able to integrate
with the Google search engine. Other Google products are also integrated, such as Google
Adwords and Google Maps. With the development of Google Personalized Search and other
location-based search services, Google+ allows for targeted advertising methods, navigation
services, and other forms of location-based marketing and promotion. Google+ can also be
beneficial for other digital marketing campaigns, as well as social media marketing. Google+

authorship was known to have a significant benefit on a website's search engine optimization,
before the relationship was removed by Google. Google+ is one of the fastest growing social
media networks and can benefit almost any business.
LinkedIn
LinkedIn, a professional business-related networking site, allows companies to create
professional profiles for themselves as well as their business to network and meet others.
Through the use of widgets, members can promote their various social networking activities,
such as Twitter stream or blog entries of their product pages, onto their LinkedIn profile page.
LinkedIn provides its members the opportunity to generate sales leads and business partners.
Members can use "Company Pages" similar to Facebook pages to create an area that will allow
business owners to promote their products or services and be able to interact with their
customers. Due to spread of spam mail sent to job seeker, leading companies prefer to use
LinkedIn for employee's recruitment instead using different a job portal. Additionally, companies
have voiced a preference for the amount of information that can be gleaned from a LinkedIn
profile, versus a limited email.
Whatsapp
WhatsApp was founded by Jan Koum and Brian Acton.WhatsApp joined Facebook in 2014, but
continues to operate as a separate app with a laser focus on building a messaging service that
works fast and reliably anywhere in the world.WhatsApp started as an alternative to SMS.
Whatsapp now supports sending and receiving a variety of media including text, photos, videos,
documents, and location, as well as voice calls. Whatsapp messages and calls are secured with
end-to-end encryption, meaning that no third party including WhatsApp can read or listen to
them. Whatsapp has a customer base of 1 billion people in over 180 countries. It is used to send
personalized promotional messages to individual customers. It has plenty of advantages over
SMS that includes ability to track how Message Broadcast Performs using blue tick option in
Whatsapp. It allows sending messages to Do Not Disturb (DND) customers. Whatsapp is also
used to send a series of bulk messages to their targeted customers using broadcast option.
Companies started using this to a large extent because it is a cost effective promotional option
and quick to spread a message. Still, Whatsapp doesn't allow businesses to place ads in their app.

Yelp
Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by
location, similar to Yellow Pages. The website is operational in seven different countries,
including the United States and Canada. Business account holders are allowed to create, share,
and edit business profiles. They may post information such as the business location, contact
information, pictures, and service information. The website further allows individuals to write,
post reviews about businesses, and rate them on a five-point scale. Messaging and talk features
are further made available for general members of the website, serving to guide thoughts and
opinions.
Instagram
In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was
15 times higher than of Facebook and 25 times higher than that of Twitter. According to Scott
Galloway, the founder of L2 and a professor of marketing at New York University's Stern
School of Business, latest studies estimate that 93% of prestige brands have an active presence
on Instagram and include it in their marketing mix. When it comes to brands and businesses,
Instagram's goal is to help companies to reach their respective audiences through captivating
imagery in a rich, visual environment. Moreover, Instagram provides a platform where user and
company can communicate publicly and directly, making itself an ideal platform for companies
to connect with their current and potential customers.
Many brands are now heavily using this mobile app to boost their marketing strategy. Instagram
can be used to gain the necessary momentum needed to capture the attention of the market
segment that has an interest in the product offering or services. As Instagram is supported by
Apple and android system, it can be easily accessed by smartphone users. Moreover, it can be
accessed by the Internet as well. Thus, the marketers see it as a potential platform to expand their
brands exposure to the public, especially the younger target group. On top of this, marketers do
not only use social media for traditional Internet advertising, but they also encourage users to
create attention for a certain brand. This generally creates an opportunity for greater brand
exposure. Furthermore, marketers are also using the platform to drive social shopping and inspire
people to collect and share pictures of their favorite products. Many big names have already

jumped on board: Starbucks, MTV, Nike, Marc Jacobs, and Red Bull are a few examples of
multinationals that adopted the mobile photo app early. Fashion blogger Danielle Bernstein, who
goes by @weworewhat on Instagram, collaborated with Harper's Bazaar to do a piece on how
brands are using Instagram to market their products, and how bloggers make money from it.
Bernstein, who currently has one and a half million followers on Instagram, and whose "outfit of
the day" photos on Snapchat get tens of thousands of screenshots, explained that for a lot of her
sponsored posts, she must feature the brand in a certain amount of posts, and often cannot wear a
competitor's product in the same picture. According to Harper's Bazaar, industry estimates say
that brands are spending more than $1 billion per year on consumer-generated advertising.
Founder of Instagram Kevin Systrom even went to Paris Fashion week, going to couture shows
and meeting with designers to learn more about how style bloggers, editors, and designers are
currently dominating much of the content on his application.
Instagram has proven itself a powerful platform for marketers to reach their customers and
prospects through sharing pictures and brief messages. According to a study by Simply
Measured, 71% of the world's largest brands are now using Instagram as a marketing channel.
For companies, Instagram can be used as a tool to connect and communicate with current and
potential customers. The company can present a more personal picture of their brand, and by
doing so the company conveys a better and true picture of itself. The idea of Instagram pictures
lies on on-the-go, a sense that the event is happening right now, and that adds another layer to the
personal and accurate picture of the company. In fact, Thomas Rankin, co-founder and CEO of
the program Dash Hudson, stated that when he approves a blogger's Instagram post before it is
posted on the behalf of a brand his company represents, his only negative feedback is if it looks
too posed. "It's not an editorial photo," he explained, "We're not trying to be a magazine. We're
trying to create a moment." Another option Instagram provides the opportunity for companies to
reflect a true picture of the brandfrom the perspective of the customers, for instance, using the
user-generated contents thought the hashtags encouragement. Other than the filters and hashtags
functions, the Instagram's 15-second videos and the recently added ability to send private
messages between users have opened new opportunities for brands to connect with customers in
a new extent, further promoting effective marketing on Instagram.

YouTube
YouTube is another popular avenue; advertisements are done in a way to suit the target audience.
The type of language used in the commercials and the ideas used to promote the product reflect
the audience's style and taste. Also, the ads on this platform are usually in sync with the content
of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are
presented with certain videos since the content is relevant. Promotional opportunities such as
sponsoring a video is also possible on YouTube, "for example, a user who searches for a
YouTube video on dog training may be presented with a sponsored video from a dog toy
company in results along with other videos." YouTube also enable publishers to earn money
through its YouTube Partner Program. Companies can pay YouTube for a special "channel"
which promotes the company’s products or services.
Blogs
Platforms like LinkedIn create an environment for companies and clients to connect online.
Companies that recognize the need for information, originality/ and accessibility employ blogs to
make their products popular and unique/ and ultimately reach out to consumers who are privy to
social media. Studies from 2009 show that consumers view coverage in the media or from
bloggers as being more neutral and credible than print advertisements, which are not thought of
as free or independent. Blogs allow a product or company to provide longer descriptions of
products or services can include testimonials and can link to and from other social network and
blog pages. Blogs can be updated frequently and are promotional techniques for keeping
customers and also for acquiring followers and subscribers who can then be directed to social
network pages. Online communities can enable a business to reach the clients of other businesses
using the platform. To allow firms to measure their standing in the corporate world, sites enable
employees to place evaluations of their companies. Some businesses opt out of integrating social
media platforms into their traditional marketing regimen. There are also specific corporate
standards that apply when interacting online. To maintain an advantage in a business-consumer
relationship, businesses have to be aware of four key assets that consumers maintain:
information, involvement, community, and control.

Advertising campaigns
Disney/Pixar's Monsters University: Created a Tumblr account, MUGrumblr, saying that the
account is maintained by a 'Monstropolis transplant' and 'self-diagnosed coffee addict' who is
currently a sophomore at Monsters University? A "student" from Monsters University uploaded
memes, animated GIFs, and Instagram-like photos that are related to the sequel movie.
Apple's iPhone 5c: Created a Tumblr page, labeling it "Every color has a story" with the website
name: "ISee5c". As soon as you visit the website, the page is covered with different colors
representing the iPhone 5c phone colors and case colors. When you click on one of the colored
section, a 15-second video plays a song and "showcases the dots featured on the rear of the
iPhone 5c official cases and on the iOS 7 dynamic wallpapers...", concluding with words that are
related to the video's theme.
4.3Marketing techniques
Social media marketing involves the use of social networks, consumer's online brand-related
activities (COBRA) and electronic word of mouth (eWOM) to successfully advertise online.
Social networks such as Facebook and Twitter provide advertisers with information about the
likes and dislikes of their consumers. This technique is crucial, as it provides the businesses with
a "target audience". With social networks, information relevant to the user's likes is available to
businesses; who then advertise accordingly. Activities such as uploading a picture of your “new
Converse sneakers to Facebook” are an example of a COBRA. Electronic recommendations and
appraisals are a convenient manner to have a product promoted via "consumer-to-consumer
interactions. An example of eWOM would be an online hotel review; the hotel company can
have two possible outcomes based on their service. A good service would result in a positive
review which gets the hotel free advertising via social media. However, a poor service will result
in a negative consumer review which can potentially harm the company's reputation.
The platform of social media is another channel or site that business' and brands must seek to
influence the content of. In contrast with pre-Internet marketing, such as TV ads and newspaper
ads, in which the marketer controlled all aspects of the ad, with social media, users are free to
post comments right below an online ad or an online post by a company about its product.
Companies are increasing using their social media strategy as part of their traditional marketing

effort using magazines, newspapers, radio advertisements, television advertisements. Since in the
2010s, media consumers are often using multiple platforms at the same time (e.g., surfing the
Internet on a tablet while watching a streaming TV show), marketing content needs to be
consistent across all platforms, whether traditional or new media. Heath (2006) wrote about the
extent of attention businesses should give to their social media sites. It is about finding a balance
between frequently posting but not over posting. There is a lot more attention to be paid towards
social media sites because people need updates to gain brand recognition. Therefore, a lot more
content is need and this can often be unplanned content.
Planned content begins with the creative/marketing team generating their ideas, once they have
completed their ideas they send them off for approval. There is two general ways of doing so.
The first is where each sector approves the plan one after another, editor, brand, and followed by
the legal team. Sectors may differ depending on the size and philosophy of the business. The
second is where each sector is given 24 hours (or such designated time) to sign off or disapprove.
If no action is given within the 24-hour period the original plan is implemented. Planned content
is often noticeable to customers and is un-original or lacks excitement but is also a safer option
to avoid unnecessary backlash from the public. Both routes for planned content are time
consuming as in the above; the first way to approval takes 72 hours to be approved. Although the
second route can be significantly shorter it also holds more risk particularly in the legal
department.
Implications on traditional advertising
Minimizing use
Traditional advertising techniques include print and television advertising. The Internet has
already overtaken television as the largest advertising market. Web sites often include the banner
or pop-up ads. Social networking sites don't always have ads. In exchange, products have entire
pages and are able to interact with users. Television commercials often end with a spokesperson
asking viewers to check out the product website for more information. While briefly popular,
print ads included QR codes on them. These QR codes can be scanned by cell phones and
computers, sending viewers to the product website. Advertising is beginning to move viewers
from the traditional outlets to the electronic ones.

While traditional media, like newspapers and television advertising, are largely overshadowed by
the rise of social media marketing, there is still a place for traditional marketing. For example,
with newspapers, readership over the years has shown a decline. However, readership with
newspapers is still fiercely loyal to print-only media. 51% of newspaper readers only read the
newspaper in its print form, making well-placed ads valuable.
Leaks
The Internet and social networking leaks are one of the issues facing traditional advertising.
Video and print ads are often leaked to the world via the Internet earlier than they are scheduled
to premiere. Social networking sites allow those leaks to go viral, and be seen by many users
more quickly. The time difference is also a problem facing traditional advertisers. When social
events occur and are broadcast on television, there is often a time delay between airings on the
east coast and west coast of the United States. Social networking sites have become a hub of
comment and interaction concerning the event. This allows individuals watching the event on the
west coast (time-delayed) to know the outcome before it airs. The 2011 Grammy Awards
highlighted this problem. Viewers on the west coast learned who won different awards based on
comments made on social networking sites by individuals watching live on the east coast. Since
viewers knew who won already, many tuned out and ratings were lower. All the advertisement
and promotion put into the event was lost because viewers didn't have a reason to watch.
Ethics
The code of ethics that is affiliated with traditional marketing can also be applied to social
media. However, with social media being so personal and international, there is another list of
complications and challenges that come along with being ethical online. With the invention of
social media, the marketer no longer has to focus solely on the basic demographics and
psychographics given from television and magazines, but now they can see what consumers like
to hear from advertisers, how they engage online, and what their needs and wants are. The
general concept of being ethical while marking on social network sites is to be honest with the
intentions of the campaign, avoid false advertising, be aware of user privacy conditions (which
means not using consumers' private information for gain), respect the dignity of persons in the
shared online community, and claim responsibility for any mistakes or mishaps that are results of

your marketing campaign. Most social network marketers use websites like Facebook and
MySpace to try to drive traffic to another website. While it is ethical to use social networking
websites to spread a message to people who are genuinely interested, many people game the
system with auto-friend adding programs and spam messages and bulletins. Social networking
websites are becoming wise to these practices, however, and are effectively weeding out and
banning offenders.
In addition, social media platforms have become extremely aware of their users and collect
information about their viewers to connect with them in various ways. Social-networking
website Facebook Inc. is quietly working on a new advertising system that would let marketers
target users with ads based on the massive amounts of information people reveal on the site
about themselves. This may be an unethical or ethical feature to some individuals. Some people
may react negatively because they believe it is an invasion of privacy. On the other hand, some
individuals may enjoy this feature because their social network recognizes their interests and
sends them particular advertisements pertaining to those interests. Consumers like to network
with people who have interests and desires that are similar to their own. Individuals who agree to
have their social media profile public, should be aware that advertisers have the ability to take
information that interests them to be able to send them information and advertisements to boost
their sales. Managers invest in social media to foster relationships and interact with customers.
This is an ethical way for managers to send messages about their advertisements and products to
their consumers.
Since social media marketing first came to be, strategists and markets have been getting smarter
and more careful with the way they go about collecting information and distributing
advertisements. With the presence of data collecting companies, there is no longer a need to
target specific audiences. This can be seen as a large ethical gray area. For many users, this is a
breach of privacy, but there are no laws that prevent these companies from using the information
provided on their websites. Companies like Equifax, Inc., TransUnion Corp, and LexisNexis
Group thrive on collecting and sharing personal information of social media users. In 2012,
Facebook purchased information from 70 million households from a third party company called
Datalogix. Facebook later revealed that they purchased the information in order to create a more
efficient advertising service.

Facebook had an estimated 144.27 million views in 2016, approximately 12.9 million per month.
Despite this high volume of traffic, very little has been done to protect the millions of users who
log on to Facebook and other social media platforms each month. President Barack Obama tried
to work with the Federal Trade Commission (FTC) to attempt to regulate data mining. He
proposed the Privacy Bill of Rights, which would protect the average user from having their
private information downloaded and shared with third party companies. The proposed laws
would give the consumer more control over what information companies can collect. President
Obama was unable to pass most of these laws through congress, and it is unsure what President
Trump will do with regards to social media marketing ethics.
Metrics
Web site reports
This involves tracking the volume of visits, leads, and customers to a website from the individual
social channel. Google Analytics is a free tool that shows the behavior and other information,
such as demographics and device type used, of website visitors from social networks. This and
other commercial offers can aid marketers in choosing the most effective social networks and
social media marketing activities.
The end goal of any marketing effort is to generate sales. Although social media is a useful
marketing tool, it is often difficult to quantify to what extent it is contributing to profit. ROI can
be measured by comparing marketing analytic value to contact database or CRM and connect
marketing efforts directly to sales activity.
Customer response rates
Several customers are turning towards social media to express their appreciation or frustration
with brands, product or services. Therefore, marketers can measure the frequency of which
customers are discussing their brand and judge how effective their SMM strategies are. In recent
studies, 72% of people surveyed expressed that they expected a response to their complaints on
Twitter within an hour.
Reach and virality

Popular social media such as Facebook, Twitter, LinkedIn, and other social networks can provide
marketers with a hard number of how large their audience is nevertheless a large audience may
not always translate into large sales volumes. Therefore, an effective SMM cannot be measured
by a large audience but rather by vigorous audience activity such as social shares, re-tweets etc.

Chapter-5

RESEARCH METHODOLOGY:
Introduction
This chapter focuses on research methodology that was used in the study. It provides a detailed
description of the research approach adopted in this study. Research design, target population,
research instruments, data collection and analysis methods used were presented in the subsequent
sections.
5.1 Research Design:
I have Descriptive research design in my research.
5.2 Sampling technique
We have undertaken non probability convenience sampling technique is for collecting
information.
PROCESS:
1. Choose the specialization in which you want to do research.
2. Choose the area.
3. Choose the title.
4. Read some articles to get complete knowledge or clarify your thoughts about the area or title
which you choose.
5. Try to summarize those articles in your own word.
6. Create the questionnaire related to the area which you choose.
7. Do a survey to fill the questionnaire, by this you get experience and also know the different
thoughts about the population.

8. Enter the answers of different respondents in SPSS.
9. Analyse the data filled by respondents.
10. Interpretate and cross tabulation of questions can be done also.
Methods of data collection:
PRIMARY DATA:- First hand information data will received from through questionnaires and
personal interview.
SECONDAY DATA:- The data from internet will collected to get a better insight and the
company’s manual.
In this primary data will considered because data will received by the questionnaire.
5.3 Sources of data:
The Source of data primary data is survey, in this questionnaire is filled by different respondents.
5.4 Sample size:
The sample size of our research is 100.
5.5 Data Analysis:
The study applied both nominal and ordinal scale to measure a range of factors establishing the
effectiveness of Social media marketing for students as well as professionals and an interval
scale in determining the relationship between Social Media Marketing and respondents.
Descriptive statistics was used to analyze this data. The mean responses, standard deviation and
other relevant statistics were computed to better understand the data. The data collected was
compiled and edited to check for logical inconsistencies. The data was then coded according to
the responses. Relationships between responses was assessed and presented using tables and
graphs and analysis was done using SPSS. Regression and Correlation analysis was applied in
this study to reveal relationships among variables in the findings from the data.

5.6 Limitations:
1. People do not want to disclose the information; they scared of that any personal information
may be asked.
2. Few respondents sometimes felt disturbed, when they ask to fill the questionnaires.
3. It is difficult to make information based a rich report in short period of time.
4. Some respondents tick the options without knowing the question in the questionnaire and they
fill incorrect data also.

CHAPTER 6

Q1 Are you member of a social networking site?
Are you a member of a Social Networking Site?
Frequenc
y
Percent Valid
Percent
Cumulative
Percent
Vali
d
yes 100 100.0 100.0 100.0

Q3. How many social networking sites communities/ groups are you a member of.?
How many social networking sites communities/ groups are
you a member of?
Freque
ncy
Perce
nt
Valid
Percent
Cumulative
Percent
Val
id
none 2 2.0 2.0 2.0
1-10 94 94.0 94.0 96.0
11-20 1 1.0 1.0 97.0
21-50 2 2.0 2.0 99.0
above
50
1 1.0 1.0 100.0
Total 100 100.0 100.0
Interpretation:
From the above table we can conclude that there are highest frequency in 0-10 which is 94 as
compared with others.
2
94
1 2 1
0
10
20
30
40
50
60
70
80
90
100
none 1 to 10 11 to 20 21 to 50 above 50
frequency
frequecy

Q4. Please select all social networks for which you have created a personal profile(You can
choose more than one)
Particular % of Users % of Non users
Facebook 99% 1%
Twitter 82% 18%
Youtube 58% 42%
Windows live 13% 87%
Hi5 7% 93%
Friend ster 6% 94%
Flicker 10% 90%
Blogger.com 11% 89%
Bebo 13% 87%
Multiply 6% 94%
My space 8% 92%
Google buzz 5% 95%
List any other 13% 87%
The above chart is defined by 11 categories. Mostly users are Facebook is 99%.
99%
82%
58%
13%
7% 6%
10% 11% 13%
6% 8% 5%
13%
1%
18%
42%
87%
93% 94%
90% 89% 87%
94% 92% 95%
87%
0%
20%
40%
60%
80%
100%
120%
user
non user

Interpretation:
From the above table we can conclude that facebook has the highest network users while google
buzz has less than others.
Q5. How do you access your social network account? (You can choose more than one)
Particular users Non-users
Pc 60 40
Laptop 65 35
Smart phones 88 12
Ipad/ipod 9 91
Other 2 98
Interpretation:
From the above table we can conclude that users are using social network through
smart phones and personal computers with 88%
60
65
88
9
2
40
35
12
91
98
0
20
40
60
80
100
120
Pc Laptop Smart phones Ipad/ipod other
users
Non-users

Q6. How long have you been using social networking sites?
how long have you been using social networking site
Frequency Percent Valid Percent Cumulative
Percent
Valid
less then a month 8 8.0 8.0 8.0
1-6 month 8 8.0 8.0 16.0
7 month to a year 5 5.0 5.0 21.0
more then a year 79 79.0 79.0 100.0
Total 100 100.0 100.0
Interpretation:
From the above table we can conclude that users use social networking sites more
than a year.
0 0 0 0 0
8 8
5
79
100
2 2 3 5
0
20
40
60
80
100
120

Q7. On average, how much time do you spend daily on a social networking sites?
on average how much time do you speed daily on a social networkin site
Particular Frequenc
y
Percent Valid
Percent
Cumulative
Percent
less then 1 hour 43 43.0 43.0 43.0
1-12 per hour 55 55.0 55.0 98.0
13-24 hour per
day
2 2.0 2.0 100.0
Total 100 100.0 100.0
Interpretation:
From the above table we can conclude that user spend more than 1 -12 per hour
respectively
43
55
2
0
10
20
30
40
50
60
less than 1 hour 1-12 per hour 13-24 per hour

Q8.What information you include on your social network profile?
Particular Included Not
Included
Total
Email 70 30 100
Real Name 47 53 100
Hobbies 31 69 100
Town 19 81 100
Status 39 61 100
Mobile 55 45 100
Picture 40 60 100
Video 25 75 100
Date of Birth 33 67 100
Interest 33 67 100
Religion 18 82 100
Others 5 95 100
70
47
31
19
39
55
40
25
33 33
18
5
30
53
69
81
61
45
60
75
67 67
82
95
0
10
20
30
40
50
60
70
80
90
100
Included
Not Included

Interepretation:
From the above table we can conclude that emails are the highest among all the networking with
70% . And also for the mobile which is the second highest with 55%
Q.9 Why do you use an online social network? (you can choose more than one choice)
Particular User Non
users
Total % % %
To find information 73 27 100 73 27 100
To play games 22 78 100 22 78 100
To make professional and business
contact
36 64 100 36 64 100
To share videos/picture and music 32 68 100 32 68 100
To keep in touch with family and
friends
50 50 100 50 50 100
To make new friends 42 58 100 42 58 100
To share your experience 47 53 100 47 53 100
To get opinion 20 80 100 20 80 100
Others 8 92 100 8 92 100

Interpretation:
From the above table we can conclude that user uses social network for finding the
information because it has the highest number of user
73
22
36 32
50
42
47
20
8
27
78
64 68
50
58
53
80
92
0
10
20
30
40
50
60
70
80
90
100
User
Non users

Q.10 How does online networking affect your social life?
how does online network affect your social life
Percent
does not have an effect on
face to face communication
49 49.0 49.0 49.0
somewhat has an effect on
face to face communication
38 38.0 38.0 87.0
replaces most face to face
communication
13 13.0 13.0 100.0
Total 100 100.0 100.0
Interpretation:
From the above table we can conclude that online networking do not have an eefective to face to
face communication with 49% of frequency rather than others
Q.12 Are you with using social networking technology for learning in schools/colleges?
49
38
13
does not have an effect on
face to face
communication
somewhat has an effect on
face to face
communication
replaces most face to face
communication
how does online network affect your social life
Series1

are you with using social networking technology for learning in school/college
Percent
Valid
strongly agree 58 58.0 58.0 58.0
agree 38 38.0 38.0 96.0
fair 3 3.0 3.0 99.0
32 1 1.0 1.0 100.0
Total 100 100.0 100.0
Interpretation
From the above table we can conclude that user are more in college and school purpose for
learning with highest 58%
59%
38%
3%
Frequency
strongly agree agree fair

CHAPTER 7

A project report on social media

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