Summer training-project-report raunak kapoor final

SOCIAL MEDIA OPTIMIZATION

RAUNAK KAPOOR

“TO STUDY THE IMPORTANCE OFSOCIAL MEDIA OPTIMIZATION”
A Report Submitted
in partial fulfillment of the requirements

For the Degree of

MASTER OF BUSINESS ADMINISTRATION
In
Marketing & Information Technology
by
Raunak Kapoor
Enrolment no.1115070048

Under the Supervision of
Mrs. Subodh Chaudhary
Department of MBA
IILM Academy of Higher Learning
Greater Noida

To the
DEPARTMENT OF MBA

MAHAMAYA TECHNICAL UNIVERSITY
(Formerly Uttar Pradesh Technical University)
NOIDA

October, 2011


DECLARATION

I,Raunak kapoor Roll no 11150700048, student of MBA of
IILM Academy of Higher Learning, Greater Noida , hereby declare that the
project report on ―Social Optimization―at Wildnet Technologies Pvt. Ltd,
A Google Certified Partner An ISO Certified 9001-2000 Company is an original
and authenticated work done by me. The project was of 90 days duration and was
completed between 28th May to 29th August 2012.

I further declare that it has not been submitted elsewhere by any other
person in any of the institutes for the award of any degree or diploma.

Raunak kapoor

MBA-2011-13
Date


CERTIFICATE

This is to certify that Project Report entitled ―SOCIAL MEDIA OPTIMIZATION‖ which
is submitted by Raunak Kapoor in partial fulfillment of the requirement for the award
of degree‖ MASTER OF BUSINESS ADMINISTRATION‖ of M.T.U.is a record of the
candidates own work carried out by them under my supervision. The matter
embodied in this thesis is original and has not been submitted for the award of any
other degree.

Head of Department: Supervisor

Mr. Krishana Kumar Saraswat Mrs. Subodh Chaudhary

(MBA Department)

Date:- 29/09/2012


PREFACE

The successful completion of this project was a unique experience for us and
we achieved a better knowledge about Social media marketing in India. The
experience which we got by doing this project was essential to our future.
The information in this project being submitted by us contains detailed
analysis of the research undertaken by us.
The research provides an opportunity to us to devote our skills, knowledge
and competencies during our knowledge gathering sessions of marketing
management.
The research is on the topic ―Social Media Optimization in India‖.


ACKNOWLEDGEMENT

―Knowledge is an experience gained in life, it is the choicest possession,
which should not be shelved but should be happily shared with others. It is
the supreme art of the teacher to awaken joy in creative expression and
knowledge.‖ The success of any project is the result of hard work &
endeavor of not one but many people and this project is no different. I take
this as a prospect to a vow that it was an achievement to have succeeded in
our final project, which would not have been possible without the guidance
of -

Ms. Shweta Arora-Manager, Marketing Wildnet Technologies Pvt. Ltd.

Ms. Nonika sharma Asst. Manager, PPC, Wildnet Technologies Pvt. Ltd.

Mrs. Subodh Chaudhary -Faculty, Mentor, IILM Academy of Higher Learning

Finally we are thankful to our entire Back2college.in team who has given
the full support in collecting the required information and continuous help
during the project.


Abstract
Title: To Study the Importance of Social Media Optimization

Supervisor: Mrs. Subodh Chaudhary

Course: Master in Business Administration, IILM Academy of Higher Learning
Greater Noida

Keywords: Social media, marketing communication, marketing integration, marketing
strategy,Social media optimization.

Background and problem discussion: Today companies literally fight for consumers'
attention. Competition has forced both marketers and companies to seek new
unconventional ways to communicate with the market. This has lead to the development
of the phenomenon known as social media. This form of media describes a selection of
user generated content created by consumers‘ to educate each other about products,
brands, services, personalities and issues. Social media have become a major factor in
influencing different aspects of consumer behavior including awareness, information
acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and
evaluation.

Purpose: Our study focuses on describing how and explaining why companies use
social media in their marketing communication strategy.

Methodology: This research study adopted survey and content analysis in order to find
the effectiveness and the impact of communication in branding any product or the service
among the target market through social networking sites like Facebook, Twitter and
Orkut. Our empirical data was collected through a personal interview with our case
company, and through the company‘s social media applications.

Conclusions: Companies should use social media in their marketing communications
because it allows them to inform their customers and create a two-way communication.
This communication can help companies to influence consumers and differentiate
themselves. It can also help strengthen the corporate identity, build confidence for the
company as well as create relationships. Social media is a cost effective way to become
global and create reach.


Table of Contents Page no
CHAPTER 1
EXECUTIVE SUMMARY
CHAPTER 2

INTRODUCTION
2.1 INDUSTRY OVERVIEW

2.2. COMPANY OVERVIEW
2.3. KEY OFFERINGS
2.4 TIMELINE

2.5. ABOUT THE FOUNDER CEO
2.6. ORGANISATIONAL VISION, CULTURE AND KEY
DEPARTMENTS

CHAPTER-3
3.1 SWOT ANALYSIS
CHAPTER-4

4.1 INTRODUCTION

4.2 OBJECTIVE
4.3LITERATU RE REVIEW

4.4RESEARCH METHODOLOGY
4.5 DATA COLLECTION PROCEDURE
4.6RESEARCH DESIGN

4.7 SURVEY
4.8 SAMPLING TECHNIQUE


4.9 CONTENT ANALYSIS

4.10 PARAMETERS AND UNITS OF SURVEY

4.11 RESULTS AND DISCUSSION
4.12 CONCLUSION
4.13 SUGGESTIONS
4.14 REFERENCES
4.15 QUESTIONNAIRE
4.16 SURVEY RESULTS


Chapter-1
Executive Summary


Executive summary

Social media marketing refers to the process of gaining website traffic or
attention through social media sites. Indian marketers are moving at a fast
speed to tap the‗new normal‗ opportunity. Social media has gone
mainstream. And for businesses it represents an unprecedented marketing
opportunity that transcends traditional middlemen and connects companies
directly with customers. Customer acquisitions remain to be the prime goal
of Indian marketers (59%). According to leading marketers of India, the top
three online investment channels for2011 are Social media, Email
marketing and Search marketing. 52% of the top marketers said that it is
extremely important to integrate email marketing and social media. This is
why nearly every business on the planet is exploring social media marketing
initiatives The focus of marketers is shifting from ‗sending the message out‗
to ‗start engaging with customers‗. In this context, the role of a marketer is
changing from ‗batch and blast‗ processing to creating ‗listening posts‗ and
‗dialogue hubs‗ in customer communities. A shift from isolated pure play
traditional platforms to an integrated multi-channel approach is helping the
marketers address the challenge of new consumers‗ expectations across
many devices and channels. Indian marketers are leveraging the power of
various communication channels and technologies- be it Email, SMS or
Social Media in their portfolio. Here we will see the main trend of Social
media marketing in India, The scope of it, The future and will undergo a
research to follow the Customer perception About Social media for Brand
management.


Quick summary of our primary findings:
Marketers place high value on social media: A significant 90% of marketers
indicate that social media is important for their business.
• Measurement and integration are top areas marketers want to master: One
third of all social media marketers want to know how to monitor and
measure the Return on Investment (ROI) of social media and integrate their
social media activities.
• Social media marketing takes a lot of time: The majority of marketers
(58%) are using social media for 6 hours or more each week, and more than
a third (34%) invest 11 or more hours weekly.
• A significant 77% of marketers plan on increasing their use of YouTube
and video marketing, making it the top area marketers will invest in for
2011.
E-marketing forms the baseline for 86% of marketers in India.

Promotional communication and newsletters are the primary users of use
of e-Marketing channels in 2010

Customer acquisition is the largest driver of e-Marketing for 2011
36% of Indian marketers‗ invested more than 10% of their budgets in e-
Marketing

72% of Marketers have plans to increase investments in e-Marketing
platform.
After Social media, Email marketing and Search marketing are the
preferred digital channel for

2011


Chapter-2
Introduction


INDUSTRY OVERVIEW
Social media marketing
Social media marketing programs usually center on efforts to create content
that attracts attention and encourages readers to share it with their social
networks. A corporate message spreads from user to user and presumably
resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself. Hence, this form of marketing is
driven by word-of-mouth, meaning it results in earned media rather than
paid media.
Social media has become a platform that is easily accessible to anyone with
internet access. Increased communication for organizations fosters brand
awareness and often, improved customer service. Additionally, social media
serves as a relatively inexpensive platform for organizations to implement
marketing campaigns.

Social media marketing tools
Besides research tools, various companies provide specialized platforms and
tools for social media marketing:

Social media measurement

Social network aggregation

Social bookmarking
Social analytics

Automation

Social media

Blog marketing

Validation


The rise of Social networking AD spending-

IILM Aademy of Higher Learning

Different Methods of Social Network Marketing
Social network marketing is popularly called as Internet marketing. Today
you can find many ways for internet marketing. Many people who enter this
online marketing are less worried because of its guaranteed success. If you
see in Internet totally all types of products has been marketed online without
much effort. Internet attracts many business people to promote their business
online. Social network marketing is grown to such a height that today many
people can't earn without it.

Some of the most recognized network marketing tools are Face book, My
Space and LinkedIn. Twitter became regular place for people who have
newly entered the field of social network marketing.

1. Blogging: When you start Blogging or posting your data about any
product, you can see less response from clients. Later it will become big
business via blog. Websites and blogs are most powerful tools for social
network marketing when matched with other networking tools. Blog is an
amazing tool which provides many other facilities in addition to just
marketing your business. It also helps you to communicate with other clients
in case if you have any problems.

2. Personal website or blog: It is important to have private website if you
are a freelancer. Your website will help your clients to know about you and
it will make them clear that you are a serious freelance marketer and help to
make huge revenue via online marketing.

3. Article selling: It is also best and cheap internet marketing method. It is a
mode of advertising our trade just by writing articles and attracting endless
number of users across world. We usually sell our articles to different article
database websites and article directories. Today it provided free business to
many advertisers and publishers and they are really benefited through their
articles.

4. Email sending: Electronic mail sending is the best way to marketing.
Collect list of email addresses through portfolio websites and email about


your business to all internet users. Your Email should be attractive in such a
way that your recipient will be impressed to get back to you.
5. Use social networking websites: Social networking websites like Twitter,
face book can be used to promote your sales. These provide best platform
for all who are thinking of online marketing.

6. Video promotion: Use several video distribution websites for your
marketing. These websites uploads your service to the whole world. All that
you need to do is film a video about marketing and send it to video
uploading sites like You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested in view videos
rather than word form of advertisement.
7. Press Release or media release: It attracts several public clients and
increases relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by
providing quality web content. It uses RSS feeds and many SEO techniques.

Social networking websites and blogs
Social networking websites allow individuals to interact with one another
and build relationships. When products or companies join those sites, people
can interact with the product or company. That interaction feels personal to
users because of their previous experiences with social networking site
interaction
Social networking sites and blogs allow individual followers to ―retweet‖ or
―repost‖ comments made by the product being promoted. By repeating the
message, all of the user‗s connections are able to see the message, therefore
reaching more people. Social networking sites act as word of mouth.
Because the information about the product is being put out there and is
getting repeated, more traffic is brought to the product/company.

Through social networking sites, products/companies can have
conversations and interactions 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.

Engagement
In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business
allows anyone and everyone to express and share an opinion or idea
somewhere along the business‗s path to market. Each participating customer
becomes part of the marketing department, as other customers read their
comments or reviews. The engagement process is then fundamental to
successful social media marketing.

Example-
2008 Presidential Election
The 2008 presidential campaign had a huge presence on social networking
sites. Barack Obama, a Democratic candidate for US President, used Twitter
and Facebook to differentiate his campaign. His social networking site
profile pages were constantly being updated and interacting with followers.

Kony 2012
A short film released on March 5, 2012, by humanitarian group Invisible
Children, Inc. This 29 minute video aimed at making Joseph Kony, an
International Criminal Court fugitive, famous worldwide in order to have
support for his arrest by December 2012; the time when the campaign ends.
The video went viral within the first six days after its launch, reaching 100
million views on both YouTube and Vimeo.


Charts and Tables-


Implications on traditional advertising
Minimizing use
Traditional advertising techniques include print and television advertising.
The Internet had already overtaken television as the largest advertising
market. Websites often include 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. Print ads are also starting to include barcodes on them. These
barcodes 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.

Leaks
Internet and social networking leaks are one of the issues facing traditional
advertising. Video and print ads are often leaked to the world via the Internet
earlier than they are scheduled to premiere. Social networking sites allow
those leaks to go viral, and be seen by many users more quickly. Time
difference is also a problem facing traditional advertisers. When social
events occur and are broadcast on television, there is often a time delay
between airings on the east coast and west coast of the United States. Social
networking sites have become a hub of comment and interaction concerning
the event. This allows individuals watching the event on the west coast
(time-delayed) to know the outcome before it airs.

Social media marketing mishaps
Social media marketing provides organizations with a way to connect with
their customers. However, organizations must protect their information as
well as closely watch comments and concerns on the social media they use.
A flash poll done on 1225 IT executives from 33 countries revealed that
social media mishaps caused organizations a combined $4.3 million in


damages in 2010.The top three social media incidents an organization faced
during the previous year included employees sharing too much information
in public forums, loss or exposure of confidential information, and increased
exposure to litigation
An example of a social media mishap includes designer Kenneth Cole's
Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in
uproar in #Cairo. Rumor is they heard our new spring collection is now
available online at [Kenneth Cole's website]".This reference to the 2011
Egyptian Revolution drew objection from the public.

General Social Networking Statistics
• 62% of adults worldwide now use social media

• Social networking is most popular online activity, with 22% of time
online spent on channels like Facebook, Twitter and Pinterest
• 65% of the world‗s top companies have an active Twitter profile

• 90% of marketers use social media channels for business, with 93% of
these rating social tools as ―important‖

• 43% of marketers have noticed an improvement in sales due to social
campaigns

• 72% of marketers who have worked in social media for three or more
years said that they saw a boost in turnover due to social channels (the
longer you‗re working in it the better you get)

• 91% of experienced social marketers see improved website traffic due
to social media campaigns and 79% are generating more quality leads.
• The average time spent by marketers on social media is 1-5hrs per
week for those just getting started and 6+ hours per week for those with 3+
years of experience


• The most popular social networking tool for marketing is Facebook -
being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs
(68%)

• LinkedIn is 4X better for B2B lead generation than Facebook and
Twitter

• Only 10% of marketers are actively monitoring social media ROI
• Only 22% of businesses have a dedicated social media manager

• 23% of Fortune 500 companies have a public-facing corporate blog
• 58% of Fortune 500 companies have an active corporate Facebook
account, 62% have an active corporate Twitter account
• 47% of customers are somewhat likely to purchase from a brand that
they follow or like

INDIAN MARKET
 India‗s Internet economy is expected to reach Rs. 10.8 trillion by
2016, as the country‗s growth rate in this segment is far ahead of
many of the developing nations, reported by BCG.
 According to BCG, the India Internet economy contributed to 3.2
trillion rupees to the overall economy in 2010, 4.1% of the country‗s
GDP, & could triple in 4 years‗ time.
 More than 39 million Internet users who form 86% of the total
Internet audience, visited social networking sites in July 2011
 The total Indian social networking audience grew 43 percent in the
past year, more than tripling the rate of growth of the total Internet
audience in India
 India now ranks as the seventh largest market worldwide for social
networking India is adding Internet users at the rate of almost 5-7
million a month, and at the current pace it will surpass the US, which
has about 245 million users, in less than two years.


• Active user base per month in India is close to 30 Million marks
which is still a pretty large market but not as big as portrayed by
some consultants.
• India has close to 10 million online shoppers and is growing at an
estimated 30%
• India e-tailing market in 2011 was about $600 Mn and expected to
touch $9 Bn by 2016 and $70 Bn by 2020 - esti the country the
third-largest Internet market in the world after China and the
United States.
• There are more Internet users in towns with a population of less
than 5 lakh than in the top eight metros put together.
• ―About 2 billion people worldwide access the Internet and 25% of
them are from China. India contributes about 6% to the world's Net
population and the US 12.5%.
• The survey found that more than 75% of Internet usage is among
school- and college-going students and those who have recently
graduated
• Mumbai has the highest number of Internet users (6.2 million)
followed by Delhi/NCR (5 million), Kolkata (2.4 million) and
Chennai (2.2 million).
 The percentage of companies using social media in top 5 markets is:
 China: 82%
 USA: 71%
 India: 70%
 Brazil: 68%
 Canada: 51%
eMarketer estimates advertisers will spend $3.63 billion in the US and
over $4 billion more in the rest of the world on social networking sites
this year. And that‗s just paid ad spending.When the Association of
National Advertisers (ANA) surveyed US marketers this year, 90% said
they were using social networks for their efforts—about even with last
year, at 89%. While this percentage has risen dramatically since 2007,
when just 20% of marketers used social media, growth has plateaued—
and shifted to other new digital media platforms instead.


Is Social media marketing effective?-


How Social Networking Can Change Your Business

If you are a new or growing business owner, you may be at a standstill
when it comes to your clientele. You can advertise in newspapers and on local
billboards, but the majority of your customers are going to be online. This is why
social networking is becoming a major hot spot for new and budding business
owners. You can get your company known quickly without all of the fuss and
investment that comes with advertising. But there are a few things you should know
about social networking before you simply begin creating your own Facebook page.


As a business owner, social networking can be the perfect tool for you to bring in new
customers. Let‘s say that you are a restaurant owner who just opened their business.
You may find that no one is coming into the restaurant because no one in the local area
knows about it. You can create a page for your company on Facebook and Twitter.
Look for and add people who are living in the area or who travel there often. Be sure to
link up with other restaurants in the area to spread the word that you‘re a new business
that just opened.
Many companies have done quite well with social networking. You may already know
of some small businesses in your town that are now booming simply because they have
their own popular blog online. Other companies are doing well because of giving away
free samples of their product. People love freebies, so you should consider offering
something to your customers in the beginning of your business venture. The idea is to
get your name out there and to attract as many people as possible. Create a blog or
tweet on your Twitter timeline every day. Just like Oracle‘s Charles Phillips, who is an
example of a CEO who has actively embraced social media, this keeps everything fresh
and new when it comes to your business.


When you are social networking online, you are going to be dealing with people over the
Internet. Some of your more dissatisfied customers may find it easier to come forward and
express their dislike for your company using your Twitter or Facebook. When dealing
with negative feedback, you should always conduct yourself in a professional manner. Do not
insult a person if they insult your business. While it may seem okay at the time, other people
will read your unprofessional backlashes and this will reflect negatively upon you. It is best
to always be professional, no matter who you are dealing with on the Internet.
Whether you‘ve decided to run a blog or you just enjoy tweeting on Twitter, it is so important
for you to get your business known online so that you can grow your clientele. You will be
amazed at how many people come into your new restaurant, boutique, or cafe when you
begin spreading the word online. The most important thing is to stay professional and to
conduct yourself positively online when dealing with customers. While there is no reason to
be uptight and robotic, you should make sure that you are as professional as possible.


Supplement Social Media with Marketing

Social media marketing is a proven strategy that many businesses and brands rely
on to drive sales and raise awareness for their products and services, and to better
serve their customers. Since it is still relatively new in the grand scheme of business
marketing, and since there is such a low barrier to entry, it does lend itself to being
seen as the ―be all end all‖ of online marketing.
In reality, no business or brand should rely solely on social media marketing to grow
or promote their business. It doesn‘t matter if you have a home-based business, are
a service provider, or have a physical location – successful internet marketing comes
from a variety of different strategies, such as the following


SEO – Search engine optimization (or SEO) is a strategy that involves optimizing
your website to become attractive to search engines, which places your site higher
in search results for specific keywords. Common strategies include researching
keywords to see the amount of times they are searched on google, adding these
high-traffic keywords to your site description and meta tags, and including
variations of the keyword for additional traffic. Another powerful SEO strategy is
called backlinking, where you seek to get links to your site placed on other popular
sites and directories.
It is important to note that the SEO world is constantly changing to keep up with
updates and modifications to search engines, such as Google‘s recent Penguin
update.


Email list building – When a visitor comes to your site, there is a very strong
likelihood that they will not be back, despite how good your content is. A great
strategy to directly reach people interested in your products and services is to offer an
―ethical bribe‖ such as a free report, white paper, or consultation in exchange for
them signing up for your email list. Going forward, you can send targeted emails,
special offers, or even an automated series of emails that repeats for each new
signup.
There are dozens of low-cost email service providers designed to help marketers
create, build, and market to a list, and have full support and tutorials to help get
started. Some recommended providers are Aweber, Mailchimp, and Constant
Contact.


Partnerships – One of the most powerful business strategies you can adopt is to
stop viewing other people in your market as competition, and see them as
potential partners. The benefits of this are astronomical – you can get exposure to
a new audience, collaborate on a project, or even find someone who wants to buy
you out! All it takes is a good attitude, and a willingness to play a part in a bigger
picture, and you can reach out to anyone and get a response.


The Social Media Effect-


Multimedia – While closely related to traditional social media, a multimedia strategy is a
powerful way to connect with customers beyond status updates and friend requests. With
podcasting networks such as BlogTalkRadio, you can create and host your own radio show,
and position yourself as an expert on nearly any topic. Combine this with working with
partners who are also in your niche, and you‘ll see how effective it can be when you have a
fellow expert who is looking to reach similar goals!


COMPANY OVERVIEW
About the Company

Wildnet Technologies Pvt. Ltd is an established ISO Certified 9001:2008 Company
and Google Certified Partner which started out in Noida, India with a small staff in
2005. At present, they have regular clientele in US, UK, Canada, Australia and India.
Their five year old entity is today a robust team of 275 plus employees.
Encouraged by trend, more and more of contemporary businesses are turning to web
for wider markets and diversification. They assist businesses gain an online identity
and realize their online business objectives expediently and surely for the best market
price.
Committed to actualizing the optimum potential of Internet resources for the benefit
of our clients, they provide comprehensive web-based services, including Internet
Marketing, Web Designing, Web Development and Dedicated Link Building.
Though their professional and experienced team boasts of knowledge of all the latest
technologies and tools, we generally use .NET and PHP languages for web
applications development and only PHP for the development of e-commerce sites. In
addition, their intuitive and professional project management approach extends the
competitive cost advantage, whilst eliminating unnecessary efforts and cost.


Key Offerings of Wildnet Technologies

Wildnet Technologies, a leading SEO Company offers dedicated search engine
optimization (SEO) and design services to help
you score over your competition. They have a team of highly qualified and skilled
search engine specialists who are certified
in Google Adwords and ISO standards providing a wide range of services in order to
generate higher visitor traffic to a website.
This ensures that a website gets higher rankings on the search engine pages. They
offer:

• Blog Marketing
• Article Writing & Submission
• Press Release Writing and Submission
• Forum Marketing
• Classified Ad Posting
• Social Bookmarking
• Optimizing RSS feeds
• Using Widgets like YouTube Videos or Flickr Slideshows


About Wildnet Technologies

• Wildnet Technologies Pvt. Ltd. was founded in 2005 and since then we have gained consistent
revenue growth every year. We are an ISO 9001:2000 certified, Google Adwords Qualified
Professional company with an employee base of 300 people. We are quality-oriented people and
believe in building long term business relationships.

• Wildnet Technologies is B2B and B2C SEO Google Adword and ISO Certified Company in
India that providing outsourcing SEO and Web development Services for UK, USA, Canada
and Australia with affordable budget and promise to 100% Guaranteed Web Promotion for your
desirable geographical Area.

• Our company is B2B and B2C Certified Company in India that providing outsourcing SEO and
Web development Services for UK, USA, Canada and Australia with affordable budget and
promise to 100% Guaranteed Web Promotion for your desirable geographical Area..


Services at Wildnet Technologies

• Ethical SEO Services
• SMO Services
• PPC Services
• Content Writing Services
• Link Building Services
• Variant Web designing Services
• Quality Web Development Services


Ethical SEO Services

• With just shy of 7 years combined experience in search engine optimization, Wildnet
Technologies are worth our weight in gold. We have some of the best SEO consultants within
the industry that have been head hunted due to their raw talent and natural ability to get
websites on to the first page of the major search engines using ethical SEO techniques and also
makes you free headed from unethical insecurity.


SMO Services

• Wildnet offers affordable SMO packages which will provide the best marketing tool as used in
today‘s scenario, check it out before choosing any other package Our packages makes you
determined not to do the


Content Writing Services

• Wildnet Technologies, an ISO certified company, brings you incomparable content for your
website and marketing needs. Our professional writers will take on all your resume writing,
website content writing, SEO article writing, blog writing and press release writing assignments
and wow you with the results.


PPC Services

• Hire PPC Services according to you need and within your budget at wildnet Technologies Our
packages provide you the free for the most effective and business increasing Campaigns just try
it once.


Thematic Link Building

• Wildnet Technologies offer a Natural Link Popularity building services that is in compliance
with search engine guideline. Building link popularity is the most difficult and time consuming
process of search engine optimization but it is essential for keyword ranking. We are in link
popularity business since 2005 and have 6 year expertise of links development and management
services.


Web Designing Services

• Wildnet Technologies defines Quality is a word that a lot of people like to use when describing
their web design services. But what is quality, how do you know if a design is quality or not.
Well, I think that there‘s quite a few ways to spot quality within web designs. Once you can see
just what goes into making a quality web design, you can use the techniques to perfect your
own style.


Quality Web Development Services

• Our talented team of website designers, using the latest in website development technology, will
provide you with incredible services at very competitive prices. Our Website Developers have
successfully designed cost effective websites for individuals and businesses worldwide. From
high end ecommerce website development, Joomla website design to the simplest logo design
needs, we can help you realize your goal.


Timeline

As an industry specialist for UK markets, Wildnet Technologies is an ISO Certified
9001:2008 Company and Google Adwords Certified Partner aims at bringing its
clients, the best solutions that combine cutting edge technology and years of
experience in the field. Our dedication to our client's success is what sets us apart
from the others in our field. With over 1200 satisfied customers all over the globe,
Wildnet Technologies continues to provide our clients with solutions that are
relevant and result oriented.

Our services

SEO Services
PPC Services
SMO Services
Web Designing
Web Development
Internet Marketing
Link Building Services
E-Commerce Solution
Online Reputation
The entire gamut of services


If you need to optimize your website for better business, you will find that we offer
every kind of online marketing service that there is.
Our team of in house experts can provide you with anything from optimization
methods, to content management to website design and development.
In short, if you are a start-up business, just come to us with your concept and we
will do the rest; right from designing your website to making
it effective. If you are an existing online business, we can provide you with
specific solutions or we can revamp your site - the choice is yours.


About the Founder & CEO

Mr. Nitin Agarwal is the Founder and CEO of Wildnet Technologies . Nitin
Agarwal has been contributing to online industry since 14 years. His current role as
CEO and Co-Founder at Wildnet Technologies Pvt. Ltd.got him and his venture a
great success in Search Engine Optimization and other online marketing domains.
Under his leadership Wildnet Technologies Pvt. Ltd. has recently been awarded as
best SEO company in Delhi by Time Research. It‘s our honor that he has shared few
insights on their company‘s Success and Search Engine Optimization.

Departments of the Company

- Administration

- IT

- Finance
- Marketing

- HR


Organization Vision
We use ethical methods to raise your website‘s search engine visibility
within the shortest possible timeframes.Our employees are committed
to going that extra mile for you. We work hard to ensure that your business
Receives the best quality leads and conversions from prospects visiting your site.

Organization Culture
The Company Believes in an open system where one has ample
opportunities to grow along with organization

We believe in working as a group rather than an Individual towards the
attainment of the goals

Wildnet Technologies -Achievements
• Awarded as the best SEO Company in Delhi by Time Research

• Wildnet Technologies Pvt Ltd is an ISO and Google
AdWords Certified Partner.

• Wildnet Technologies is ISO 9001:2008 certified. We are also
Google Adwords qualified professionals. We aim to forge a long-term
business relationship with you, serving your requirements and partnering
you on a mutual growth path.
• A continuous effort towards success

• An attitude to remain grounded


Strategies developed and executed during the Project-
Technical
Wildnet Technologies is ISO 9001:2008 certified. We are also Google Adwords
qualified professionals. We aim to forge a long-term business relationship with you
serving your requirements and partnering you on a mutual growth path.

We specialise in creating and emphasizing web presence of your business so it reaps
maximum benefits in terms of rankings, reputation and return on investments. We do
this by providing result oriented web promotion services such as search engine
optimization( SEO), social media optimization (SMO), pay per click (PPC), link building,
web designing, web development and mobile application development.

In a nutshell, we specialise in following areas:

Outsourcing web promotion services at reasonable rates
Providing complete web promotion services, from creating your website to increasing its
rankings over all major search engines
Allocation of dedicated resources to clients for various SEO services

Promotional-
• YouTube-channel-By Maintainig and posting comments
• Social media marketing
{Facebook,Twitter,Google+,Linkedin,Quora,Yahoo etc}

• App commercial

• Kaya clinic

• Recruiters interview.


Instantly Connect your Brand with the Masses through Email Marketing
In order to create profitable relationships with your clients, you need to create meaningful
corporate relationships.
Professional email marketing is one of the most effective means of establishing
meaningful corporate relationships with your clients, prospects, employees and business
partners. E-mail marketing is also one of the most cost effective means of increasing your
brand popularity and connecting it with the masses. It takes your business message
worldwide within shortest span of time to increase overall revenues of your business as
well as to achieve your organizational goals.

Key Features of our Email Marketing Campaigns:

Select demographic of your choice for E-mail campaigns
Sending your campaigns to your targeted clients and re-targeting your clients
Tracking of email opens and click through rates
Clients have full control to manage sales and inquiries of prospects
Social media integration
Automated E-mail campaigns and robust analytic & reporting
Detailed delivery and bounce reports


Indian Online Market-

ASIA INTERNET USE, POPULATION DATA AND
FACEBOOK STATISTICS

Internet Penetration Users Facebook
Population Internet Users
ASIA Users, (% % 31-Mar-
( 2011 Est.) 31-Dec-2011
(Year 2000) Population)Asia 2012

Afganistan 29,835,392 1,000 1,256,470 4.2 % 0.1 % 257,440

Bangladesh 158,570,535 100,000 5,501,609 3.5 % 0.5 % 2,520,680

Bhutan 708,427 500 98,728 13.9 % 0.0 % 65,660

50.5
China * 1,336,718,015 22,500,000 513,100,000 38.4 % 447,460
%

11.9
India 1,189,172,906 5,000,000 121,000,000 10.2 % 45,048,100
%


Indonesia 245,613,043 2,000,000 55,000,000 22.4 % 5.4 % 43,523,740

10.0
Japan 126,475,664 47,080,000 101,228,736 80.0 % 7,684,120
%

Korea,
48,754,657 19,040,000 40,329,660 82.7 % 4.0 % 6,376,160
South

Malaysia 28,728,607 3,700,000 17,723,000 61.7 % 1.7 % 12,365,780

Nepal 29,391,883 50,000 2,031,245 6.9 % 0.2 % 1,396,800

Pakistan 187,342,721 133,900 29,128,970 15.5 % 2.9 % 6,412,960

Sri Lanka 21,283,913 121,500 2,503,194 11.8 % 0.2 % 1,235,080

TOTAL 100.0
3,879,740,877 114,304,000 1,016,799,076 26.2 % 195,034,380
ASIA %

NOTES: (1) The Asian Internet Statistics were updated for December 31, 2011, the
Facebook subscriber data was updated for March 31, 2012. (2) CLICK on each country
name to see detailed data for individual countries and regions.(3) The demographic
(population) numbers are based on data contained in Census Bureau. (4) The usage numbers
come from various sources, mainly from data published by Nielsen Online , ITU , and other


Chapter-3
SWOT Analysis


SWOT Analysis: Social Media
Strengths:
Large market reach or penetration and it‗s Very useful if you are setting up a
digital engagement strategy (to new people, young people).Social media
builds a conversation and converse with others and build close networking
bonds which share quick information exchange.It Lets you follow and
connect with people/groups that interest you - but are not necessarily your
friends(as with Facebook). Authors, celebrities, co-workers, colleges,
organizations etc.The campaigns are generally Cost-effective in the sense
most of the platforms are free. They just demand time,there is a Human
factor: Your―brand‖ becomes more HUMAN.Media exposure can be
another strength of this.While Twitter is in a strong market position in
micro-messaging. Facebook is the only real competitor here - and they
attract users for different reasons.It helps to Build strong, long term
relationships through online social networking, at a faster pace than just
relying on traditional face-to-face networking and Gets tons of publicity.The
industry Has developers creating hundreds of applications around its API. It
is totally RSS-enabled.

Weaknesses:
Tough to train or convince management team/group members on social
media principles as A lot of ―Why Bother‖ from most mainstream (i.e.
Facebook users) people are there.The industry has low retention rate. Only
40%.Lacks tools or resources to track and monitor social media campaign
results.There is concern about information leakage, liability, security, and
management also.
Effort vs results: Even if it is more measurable than other channels, it is
difficult (especially for small business operations) to balance the effort put
on social media against the results obtained


Consistency: Engaging with your audience at a direct level means more
efforts in terms of keeping a consistent message/ corporate image
Making up for mistakes: The time-frame to correct errors that affect your
audience is less. Because you are heavily exposed, your company has to take
action more promptly than if you weren‗t (especially if people are having
conversations about your brand, you will have to engage and clarify)
Blocked at many work sites: management sees it drops productivity; hurts
bottom line

Opportunities:
Creating/joining online presence on sites where the company currently
doesn‗t exist, Great opportunity for individuals and organizations to connect
and exchange information. It opens a New target or niche markets that are
untapped: students, the public.

Partnerships with other groups, organizations, schools, government, etc
Penetration into a new geographical market quickly

Recruitment of interested new members, students, public support and allows
you to build short and long term relationships with prospects. It humanizes
the ‗brand‗ and makes the recruitment process more personal.
Can gain deep insights into real-time trends, news, and all of us; ―be the
pulse of the internet‖ as said by Founder Biz Stone
Integration into real-time games, media, and apps. We‗ve barely scratched
the surface so far on what‗s possible. Twitter as real time infrastructure.
It may become the dominant way for businesses to communicate with their
customers as quick delivery, branding opportunities, and enhanced
marketing opportunities are there.
Being present where stuff happens: People research for
info/products/services online and value more the opinion of other individuals
than whatever a company may say about their own offer. If your company is
present in an interactive environment like social media, the opportunities for


engagement, conversion and most importantly clarification of doubts
regarding your brand, are countless.
Developing a following/ audience those auto-nurtures itself: Your efforts in
Social media, together with the effort of your following may mean that your
audience becomes your best sales people
Talent coming your way effortless: Because of the possibilities of exposure
that Social Media allows for, interacting here may mean that future talent (in
the shape of employees, partners or, you-name-it) will come your way
through the power of connecting online!

Reach out to certain groups that traditional media didn‗t allow you to:
Because Social media is for everyone, sooner or later you‗ll come across
people you never thought of as your client. This opens the doors to building
new relationships but also to valuable feedback that can help you develop
your products or services more intelligently

Threats:
Competitor is going after the same space or same audience with similar
campaign and the question also arises whether the current campaign
sustainable, can it continue? There can be threat of Attitudes on privacy:
while lately it seems everyone is willing to share the most intimate as well as
mundane details of their life - there could easily be a backlash against this
trend. We‗ve all heard of a few embarrassing stories about over-sharing
online, and a few high-profile examples might make people rethink their
habits. Micro-messaging may just be a fad. There‗s nothing inherently
awesome about 140 characters. It got too much publicity in a short time.
May get burned out and getting dangerously spammy/porn spammy.The
market doesn‗t have solid revenue model (future advertisements?)
Other social networking sites (MySpace, Tagged, Friend feed, identi.ca,
others) may grow and steal market share and Acquisition by a bigger player
(Google) may disappoint early adopters and loyal users.


Chapter-4
Data Analysis


Analysis of social networking sites: A study on effective
communication strategy in developing brand communication
Internet is the emerging information technology with the credibility of
immediacy and fastness, thus, it brings globalization in every aspects of
communication. Communication through internet is more specified, with
effective interactive strategy among its users. In recent days, internet
advertising has taken new forms which have more advantages over the
traditional mediums like print media, television and radio. Marketing
communication is becoming precise, personal, interesting, interactive and
social. Different strategies of communication are followed in various social
networking sites like Face book, Twitter and Orkut. They not only create
impact over the audience but also make them interact with the marketing
statistics created. People get attached to brand communication in social
networking sites than usual banner and pop up ads. These networking sites
bring more interactive communication with advertising. Social networking
sites will become the primary arena for highly targeted marketing and
advertising. Therefore, it is necessary to study the effectiveness of brand
communication strategy followed in social networking sites which are
mainly accessed by Indian users. This research attempts to find the
effectiveness of brand communication strategy in promoting and advertising
their brand in social networking sites. The effectiveness is determined with
the help of survey from people who use these sites, and the content of three
social networking sites is analyzed.
INTRODUCTION
In its current form, internet is primarily a source of communication,
information and entertainment, but increasingly, it also acts as a vehicle for
commercial transactions. Since the explosion of the web as a business
medium, one of its primary uses has been for marketing. Soon, the web
could become a critical distribution channel for the majority of successful
enterprises. One among them is marketing and spreading brand
communication through Social networking sites (Thompson, 2002).


Social networking websites are online communities of people who share
interests and activities or who are interested in exploring the interests and
activities of others. They typically provide a variety of ways for users to
interact, through chat, messaging, email, video, voice chat, file-sharing,
blogging and discussion groups. As
World Wide Web grew in popularity, social networking moved to web-
based applications. In 2002, social networking era really started. In 2006,
anyone with an email address could sign up in social networking sites
(Zarrella, 2010).

Now advertisers target more over to these media due to high rush in varsity
of audiences. So they hire this as the ideal platform to communicate their
brand and create an effective brand identity through highly effective and
interactive communication strategy. Most of the

advertisers present their ads in interactive form so that people tend more to
check them and gain a little knowledge about the product. There are various
forms of brand communication available in social networking sites. The
effective way of brand communication present in these networking sites
would be the main aim of the study.
Social media

Social media advertising is a paid form of brand, service or business
promotion and requires a proper and planned communicative message and
budget. Advertising is customer centric in nature. Customers play an
important role in any major or minor communication because they are the
one who are going to decide the fate of the advertising communication.
Some benefits of social network advertising include:
1. Popularizing your brand, idea or service to the target group.
2. Informing target audience about your brand or service‗s presence in the
market.

3. Encouraging healthy competition in the market.

4. Providing social benefits for the brand.


5. Making the audience to interact and keep them intact with the brand.
Advertising in internet provides a major contribution to brand competition in
the market. Advertising here not only provides information about a product
or service but also promotes innovation. Besides it also facilitates consumer
satisfaction. Big and small companies, individuals of all walks of life, major
and minor events, concepts, etc., nowadays lay their base on social network
advertising to get recognized in the market (Zarrella, 2010).

With over 200 million active users, Face book, Twitter and Orkut have
become a personal, product and corporate branding hub in India. Every
brand that exists on social networking sites has the same core features and
benefits, such as the ability to create a page, share resources, add multimedia
and much more (Eric, 2008). The effective brand communication strategies
are analyzed to find the impact among the users.

Social networking sites
A social networking site creates network communication among the user
community. Though social networking site serves for communication
purposes among special interest groups, the marketing strategy has also
entered this medium for its reach. People get exposed to various kinds of
brand communication through this media. They tend to interact with the
brand and also get awareness about the brand and its service in an interesting
way (Nicole, 2007). Hence, there is a need to study the effective way of
communication in branding the product in social networking sites and
analyze its reach among the people and their perceptions in this research.
In recent trend of marketing in social networking sites, various brand
communications are widely used to attract targeted leads. So, this study
would help to know the effectiveness of communication and strategy done
through social networking sites which make the target audience to
participate in this kind of advertising. This is mainly studied on networking
sites which are popular among Indian users were Face book, Twitter and
Orkut. This study would help the advertisers to understand the effective
communication strategy to communicate their brand among the users.


Objectives of the study
1. To analyze the effective communication strategy through social
networking sites.
2. To study the effectiveness of brand communication through social
networking sites from its users and communicators.
3. To find the impact of interaction through these communication among
Indian users (with reference to Face book, Twitter and Orkut).

LITERATURE REVIEW
Scott (2009) states the reasons for brand promoters preferring online web for
marketing is that the tools, techniques and content are constantly evolving.
The buyers reward creativity by responding to the online efforts like:
―If you are open to trying out new things, you can be first in your industry to
use something new to communicate to your buyers‖.

Marketing in some social networking websites are still the most popular in
their niche. Shih (2009) says that there are hundreds of millions of active
users across sites like Face book, Hi5, Orkut and MySpace. 2.6 billion min
are spent on Face book each day. These websites are enabling brands to
engage the right people in the right conversation at right time. Marketing the
brands through social media is becoming precise, personal, interesting,
interactive and social.
Weber (2009) says promoting a community is just like as promoting a new
brand product or service to the consumers. Social media is used to
communicate people in the promotional aspect and inclined to involve the
236 J. Media Commun. Stud.

people. Traditional advertising and direct marketing in social media is to
send people to the digital community to be informed, entertained and heard.
Users find appealing, a value high enough to encourage them to participate.


Borges (2009) finds that today's buyers want to be engaged differently than
in years past and many traditional marketing tactics simply do not work
anymore. Social media marketing is a revolutionary way to build solid
relationships with buyers. Low cost, brand building, staffing advantages,
loyalty and level playing field are key benefits of social networking sites as a
successful marketing media.
Zarrella (2010) says the roots of online social networking can be traced to
the 1980s bulletin board systems (BBS). These systems allowed the users to
create personal profiles, helps to share information by sending private
messages, public messages and post events at low speed connectivity. After
emanation of social networking technology in the internet world, it grew
higher and popular among the internet user.
Lacy and Hernandez (2009) says Twitter gives the ability to share nearly
140- characters thoughts in a split second, where user can easily share links
to press releases and stories about their business, service or product. Making
tweets interesting and diverse, there is a more possibility of increasing the
followers, by consider with news sharing and stories about the industry that
they serve.
The rules of marketing had to change and the web has proved a catalyst in
bringing the changes forward and amplifying their scale. The sudden
emergence of the Web 2.0 marketing techniques demand additional
approaches, while most marketers are still wrestling with the first
generation, savvy brands are exploring the landscape that social media and
social networks create for marketers. These techniques are allowing much
deeper drivers in social change to be unleashed, with a profound impact on
planning customer connections. The new generation of relationship
marketing responds to the additional challenges of digital media literacy and
in the right hands can trigger a rebuild of the entire marketing mix through
different strategies. Relationship marketing for the Face book generation
demands both thinking and acting differently (Chaffey 2003).

Stroud (2007) says that the ability of social networking sites to generate
these huge volumes of web traffic is proof of their huge popularity. Google,


Yahoo and News International have bought themselves a presence in the
social networking arena. The detailed rationale for these acquisitions differs
but all have a common theme of wanting access to the enormous audiences.

Ricadela (2007) says, Coca-Cola has been running promotions on MySpace
for the past two years for brands

including Cherry Coke and Fanta and has promoted Diet Coke and other
drinks on Google's YouTube.

Smith (2010) says that Face book is becoming one of the great internet
communications of people time now days. Whereas many companies have
tried to emulate Face book‗s success or challenge it in one geography or
another, Face book has proven that the core asset on which all of its services
are built - the social graph - is much more defensible and powerful than
many others once anticipated.
Visitors to social networking sites are significantly more likely than average
to visit leisure-oriented retail site categories, such as music, jewelry/luxury
goods/ accessories, consumer electronics and apparel. Heavy social
networking visitors are defined as the top 20% of visitors based on time
spent on social networking sites. People typically enjoy sharing their
experiences with these products, whether it is to talk about their new iPhone
or the pair of designer jeans they just bought. Social networking sites offer
the venue for those conversations to occur. Social media advertising is ideal
for promoting brand recognition, although click-through rates are not so
strong. Still, there is no doubt that advertising via social media sites is an
effective way to increase your overall revenue stream (Brinlee, 2007).
RESEARCH METHODOLOGY
To analyze and find the effectiveness of communication strategy in
developing brand, communication through social networking sites was done
with the survey method and content analysis in the research.


Methods of data collection
The survey method helped to identify the reach of the brand among its target
audience, ways of impact, usage of these social networking sites and access
to these form of communication. And the content analysis is another method
used to analyze the communication strategy of different social networking
sites with certain parameters among top three Indian social networking sites
which are tabulated with results.

Research design
This research study adopted survey and content analysis in order to find the
effectiveness and the impact of communication in branding any product or
the service among the target market through social networking sites like
Face book, Twitter and Orkut.

Survey
Survey was conducted randomly among Face book, Twitter and Orkut user
community, by sending questionnaire through online to collect the
individual opinion from the respondents.

Sampling
Non probability sampling technique is used to collect the opinion

from the online respondents. The total population is social networking user
community, but to collect the effective data the sampling is constrained to
the target population like young adults, graduates within the age of 16 years
to 30 years. The sampling size is 50.

Content analysis
In content analysis, the following three popular social networking sites were
selected to find the effective brand communication among its users (Face
book, Twitter and Orkut).


Parameters and units of analysis
1. Target group: category of audience visiting these sites.
2. Types of advertisements: what are the types of brand communication
followed by them?

3. Ads placement: how do these sites place their ad in their pages?
4. Communication strategy: kinds of brand promotion used by them.

5. Visual appealing factors: regarding the appearance of these sites.
6. User Interaction: kinds of participation with the brand.

7. Accessibility: how legibly they present themselves.
8. User interest: the forms of expectations from users in these sites.

9. Customization: the factors that the users could create by themselves.

RESULTS AND DISCUSSION
Usage of internet by the user

It has been found that 12% of audience use internet once a week, 19% of the
respondents use 2 to 3 days a week. 30% of the respondents use 1 or 2 h a
day and the remaining 39% of users are accessing internet more than 3 h a
day. It is understood that the new media and its technology is an emerging
trend in communication which attracts almost all the people, if they have
knowledge of computers. So this digital media has more snatchers towards
its communication and internet is becoming part of necessary
communication among the students and professionals, etc (Table 1).
Awareness of social networking sites

From this result, it is observed that nearly 98% of the internet users are
aware of social networking sites and only 2% of them are clueless. Although
the concept of computer-based communities dates back to the early days of
computer networks, only some years after the advent of the internet online
social networks have met public and commercial in a successive manner. At


the most basic level, an online social network is an internet community
where individuals interact, often through profiles that represent their selves
to others (Donath and Boyd, 2004). Social networks have grown rapidly, and
some like face book, orkut, have achieved the mass market and penetrated in
a few months since their inception, such applications have infringed their
users in different strategy to interact with more people (Table 2).
Number of profiles in social networking sites

The study found that all the respondents that is, 100% of respondents have
profiles on Face book. And also, 88% respondents of the same group have
profiles on Orkut, 62% respondents have connected to twitter and 37% of
users have account on other social networking sites. The users can create
many accounts in different social networking site. Face book is useful for
communication, self-promotion, to know about friends‗ community and to
find the missed out school and college mates. The peers use the Face book,
Orkut and Twitter for the same reasons to share the information and
communication. Due to this reasons, Face book, Orkut and Twitter were
more popular among the internet users of youth population comparatively
with other social networking sites (Table 3).
Ads in different social networking sites

From the earlier mentioned, it is found that 45% of the users find Face book
as a well communicated social networking sites, which promotes more
brands and
advertisements, gives information about product and service which is useful
for the young user community in an interactive way to learn more about the
particular brands, 12% user suggests Twiiter, please follow one pattern all
here small words has effective communication of advertisements. 28% of
users find Orkut as the second option in communicating brand
advertisements (Table 4).

Exposure of different kinds of ads
From the data, it is found that 32% of respondents have come across web
banner ads in these social networking sites like Face book, Twitter and


Orkut; whereas 8% cut across pop up ads and flash ads in various websites
and 31% of users found video ads in YouTube and in other sites. Google,
Yahoo and News International have bought themselves a presence in the
social networking arena with different communication strategy to have
innovative appearance in content and display (Stroud, 2007). The detailed
rationale for these acquisitions differs, but all have a common theme of
essential access to the enormous audiences of these sites (Table 5).
Communication creates trust on ads
From the survey data, it is understood that 38% of user agreed and satisfied
with ads appearing in social networking sites, whereas 11% of the user
disagreed and unsatisfied with certain communication of information. Only
51% of the respondents found it neutral. The web has proved a catalyst in
bringing the changes forward and amplifying their scale in creating
trustworthiness (Table 6).
Accessibility of ads

Only 8% of the total samples say that they have never accessed or shown
interest to the ads displayed in social networking sites, while browsing
internet for other communication purposes. And 36% of the respondents use
to access often and were interested to listen to the advertisements of various
brands, 35% user says they listen to the brand communication and also link
to the brand sites to gather more information and 21% of the user access
according to the way of communication it appears, because sometimes the
brand promotion could be in the form of display ads, interactive feedback
forms or as interactive games, accessing of advertisements information
differs sometimes according to the format of brand communication . Today's
customers want to be engaged differently than in years past and many
traditional marketing tactics simply do not work anymore. Social media
marketing is a revolutionary way to build solid relationships with customers
long before first contact with fun, attractive messages and interactions
Brand communication that attracts the users


Games, quiz and updates of latest information are the kind of interactive
communication messages that attracts 28% of users. 26% of users are
attracted to fan pages and posts. 20% of users are pulled their interests
towards flash ads, 14% of users listened to video ads and remaining 12% of
users are interested to traditional banner ads. Most of the social networking
websites are enabling brands to engage the right people in the right
conversation at right time (Shih, 2009). Nowadays communication on
branding in social networking sites is more personal, contentious, fascinating
and influencing among the user community (Table 8).
Impact of communication
According to the respondents, 67% of user agreed that the communication
strategy used in brand communication creates impact on certain brands
effectively and also which could helps them to recall the same often and
interactively. 24% of users said that it partially creates impact and traffic of
communication, which result to confusion in users mind. The remaining
respondents almost 9%, says that it does not create much impact on ads but
still effective for other communication purpose like sharing and chatting
information (Table 9).
Content analysis

The three social networking sites Face book, Twitter and
Orkut were chosen to analyze the units of parameters and the presentations
of data are shown in Table 10.

Results of the analysis

As seen earlier, the various brand communication factors involve in these
kinds of social media advertising and day by day competition among the
brands increase. So, to survive brands, the communicators come up with
more and more innovative, interactive and interesting kinds of brand
communication messages which make the users to access them and develop
closeness with the different brand communication strategy with attractive
name and its service.


1. The finding of the study states that the audiences respond more to
interactive marketing than the traditional ads followed in internet
advertising.
2. Almost everyone is communicated through social networking sites.

3. Nearly 70% of the audience has impact through ads in social networking
sites and half of them access these ads e.g. games, quiz, events, etc.
4. Users remember the brand by the way they advertise. They respond to any
new form of advertising which interest them.
5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build brand.
6. Users of Face book and Orkut are of same age group and category. In
twitter, people do not show much interest because it‗s just like a micro-
blogging site.
7. Interaction is more in the display banners adver-tisements in Face book
and Orkut. All the networking

Table 10. Layout of content analysis with parameters.

S/N
Parameters for content analysis

Facebook

Twitter

Orkut

a.
Target Group

Nearly 54% lie in the age group 16 - 30. Graduates and students of all age


16% stay updated with news, 22% for stay in touch with friends and to
update status. Graduates > 16 yrs
53% < 25 years, 32% between 25 - 34 years. Graduates, students of all ages

b.

Types of Advertisements comm.
Poll engagement ads, Video engagement ads, Banded gift engagement ads,
Event and hybrid engagement ads, Fan pages

No advertisements but regular brand follow ups and updates.

Banner ads, Ad optimization using ad trackers

c.

Ad placements
Generally placed right hand side corner and in wall posts
NA (Not applicable)

Right hand side top , above the profile page e.g.: Docomo
d.

Communication strategy
Brand promotion, To sell, users to interact, brand identity, sharing, fan and
follow ups. Managing online reputation.

Regular feeds from brands and retain the brand identity with users
Using ad tracker, particular groups are selected and ads are hosted, themes
and fan pages are one among the form.

e.
User interaction

Through fan pages, posts, events and games


To retweet and reply. Share messages among brand followers

Through fan pages and click ads

f.

Visual appealing factors
No themes, but visually appealing with cool colors like blue and white
Can customize the page and can ad own contents. Usually the designs are
standard

Themes available. Usually colorful
g.

Accessibility
Clean and clear. Ads and content gets loaded fast. Friendly user interface

Easy loading and no time out
Same as facebook, but contents get loaded slower than other two.

h.

User interest
Expect brand to be communicated thro games, fan pages and events
Regular updates from following brands

Usually banner ads and optimization ads. So no expectations

h.

Customization
People can create their own ad and upload, sell products thro market place
option

NA (Not applicable)


Can create own fan pages and send posts to users and can also create their
own ads.

sites have their own space in their web pages for promoting ads.
8. Communication strategy and user interaction are unique among each site.
Face book promote and allows user interaction, Twitter regularly feed posts
regarding the brand and Orkut promote through click ads and promotional
brand pages.

9. Face book follows a default backdrop and text whereas twitter and Orkut
can be customized.

10. Accessibility is more in Face book than others. Twitter show importance
only for text.

11. Users expect brand communication than brand
marketing in these sites.

12. People can create their own ads in Orkut and Face book.

Conclusion
Communication about the product or service provides a major contribution
to brand competition in the market. It not only provides information about a
product or service but also promotes creative innovation. Besides
advertising, it also facilitates consumer satisfaction. The hidden fact is that
no brand can progress without effective communication strategy to attract
their custo-mers or users. Big and small variety of brands nowadays laid
their base on social network communication to get recognized in the target
market.

Social networking sites users of Face book, Twitter and Orkut have become
a personal, product and corporate branding hub in India nowadays in digital
era. Every brand
that exists on social networking sites has the same core features and benefits,
such as the ability to create a page, share resources, add multimedia and
much more. Social networking sites are filled with potential users who are


mainly young adults. They spend more time in these networking sites due to
heavy commercial contents, entertainment and social gathering. So, product
or service communicators throng their ads in these areas with more and more
interactive and with fascinating factors so that their brand identity is
developed among the right choice of focused audience. Advertisers and
brands uses social networking sites as the major resource for their promotion
and developing brand identity among the focused market.

SUGGESTIONS
Communication should be more preferred than advertising: people do not
prefer buying products through social networking sites. So, if the brand is
communicated well and remembered by the audience, then it is a greatest
success to the company for their promotion through social media.
Promotional way of advertising is best: the usual banner ads and pop-up ads
make the users to ignore them. So advertising must be interactive,
promotional and in innovative form to hold the audience. It should target the
individuals than the mass. If an ad is hosted for a group then that would be
no advantage in delivering specified information. Adding more multimedia
elements to have more interactive factors in fan pages and group would benefit the
brand user.


REFERENCES
Borges B (2009). Marketing 2.0. Wheat mark, pp. 45-63.
Brinlee D (2007). Does Internet Advertising Work?
http://www.askdeb.com/internet/advertising

Chaffey D (2003). Internet Marketing, Strategy, Implementation and
Practise. 2nd edition, Pearson Education Limited, pp. 115-186.

Donath J, Boyd D (2004). Public displays of connection. BT Technol. J., pp.
71-82

Eric E (2008). 2008 Growth Puts Face book In Better Position to Make
Money. http://venturebeat.com/2008/12/18/2008-growth-puts-facebook-in-
better-position-to-make-money.

Lacy K, Hernandez M (2009). Twitter Marketing for Dummies. pp. 14-20
Nicole K (2007). Building a Brand through Social Networks, http:/
/mashable.com/ 2007/05/ 08/ brand-social-networks/

Ricadela A (2007). Fogeys Flock to Facebook, Business Week.
http://www.businessweek.com/technology/content/aug2007/
tc2007085_051788.htm
Scott DM (2009). The New Rules of Marketing and PR. John Wiley & Sons
Inc., pp. 135-150

Shih C (2009). The Facebook Era. Tapping online social networks to build
better products, reach new audiences and selling more stuff. Prentice Hall
Publication, pp. 85-128

Stroud D. (2007). Opinion piece: Falling in Love 2.0: Relationship
marketing for the Face book generation. Social networking: An age-
neutral commodity — Social networking becomes a mature web application,
pp. 105-165.


Thompson SH (2002). Attitudes toward online shopping and the internet.
National university of Singapore, 21(4).
Weber L (2009). Marketing to the Social Web. Second Edition. John Wiley
and Sons, pp. 58-97.
Zarrella D (2010). The Social media marketing. O‗Reilly Media.



QUESTIONNAIRE

Dear Sir/Madam

Name:
……………………………………………………………….………………
Contact No: ……………………………………………………..
City: …………………………………………………………State:
………………………………………………..

I am a student of IILM Academy of Higher Learning, Greater
Noida and presently doing a project on ―Analysis of Social Networking Site:
A study on effective communication strategy in developing brand
communication―. I request you to kindly fill the questionnaire below and I
assure you that the data generated will be kept confidential.

PART-A

1. Age

2. Educational Qualification

3. Marital Status

4. Occupation


Survey Results

PART-B
4. How often do you use internet?
• Once a week

• 1 or 2 hrs a day
• 2 to 3 days a week

• More than 3 hrs
5. Are you aware of social networking sites?

• Yes
• No

6. How often do you log in those networking site?
• Daily

• 2 to 3 times a day
• Once a week

• More than 3 times a day
7. How many SNS profile do you have? Mention the number here and tick
the options…(Avg2-3)………
• Orkut

• Face book

• Twitter
• Others

8. In which SNS do you find ads communicated well?
• Facebook

• Orkut


9. What kinds of ads have you come across in these sites?

• Web banner Kinds of Ads
• Pop ups Web banner
Popups
• Flash ads Flash ads
• Video ads Video ads
Others
• Others
10. Do you agree ads appearing in SNS? Ads Appearance
• Strongly Agree Strongly Agree

• Agree Agree

• Neutral Neurtal

• Disagree Disagree

• Strongly Disagree Strongly Disagree

11. Have you ever accessed these ads coming on your way?

• Often
• Sometimes Ads access
Often
• Never

• Depending on ads Sometimes

Never

Depending on ads


12. What kinds of Brand communication attract you in SNS?
• Interactive Flash ads Attraction to Brand communication
• Banner ads Interactive
Flash Ads
• Games, quiz, updates Banner ads
• Video ads
Games,Quiz,etc

Video Ads
13. Did these kinds of ads made an impact over you?

• Strongly Agree
• Agree

• Neutral
• Disagree

• Strongly Disagree

6

5

4
Strongly agree

3 Agree
Neutral
Disagree
2 Strongly disagree

1

0
Interactive Flash Banner Ads Games,Quiz,etc Video ads
ads


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