social media marketing tools and it impact on youth

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  • Hi swati this is vicky here and i appreciate your work. I am also doing a dissertation on similar topic and this will help me a lot so is it possible to have this complete project report.
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social media marketing tools and it impact on youth

  1. 1. PROJECT REPORTOn“SOCIAL MEDIA AS A MARKETING TOOL AND IMPACT ONYOUTHS PERSPECTIVE”FORTHE PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF“MASTER OF BUSINESS ADMINSTRATION”FROM GGS IP UNIVERSITYDELHIBATCH: 2011-13SUBMITTED BY: SUBMITTED TO:SWATI SHARMA (SYN-13) Dr. PREETI KULSHESHTAARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,ARMY INSTITUTE OF MANAGEMENT & TECHNOLOGY,GREATER NOIDA (UP) – 201306GREATER NOIDA (UP) – 2013061
  2. 2. Supervisor CertificateThis is to certify that SWATI SHARMA a student of Master of BusinessAdministration, Batch –MBA08, Army Institute Management &Technology, Greater Noida, has successfully completed her project undermy supervision.During this period, he worked on the project titled “IMPACT OFSOCIAL MEDIA MARKETING AND THE PERSPECTIVE OFYOUTH” in partial fulfillment for the award of the degree of Master ofBusiness Administration of GGSIP University, Delhi.To the best of my knowledge the project work done by the candidate hasnot been submitted to any university for award of any degree. Herperformance and conduct has been good.(Signature)Name of the faculty supervisorAIMT-Gr. NoidaDate:2
  3. 3. ACKNOWLEDGEMENTI take this opportunity to show my sincere gratitude to all those who made thisstudy possible. First of all I am thankful to the helpful staff and the faculty ofArmy Institute of Management and Technology. One of the most importanttasks in every good study is its critical evaluation and feedback which wasperformed by our supervisor Prof. Gyanesh Kumar Sinha. I am very thankfulto our supervisor for investing his precious time to discuss and criticize thisstudy in depth, and explained the meaning of different concepts and how tothink when it comes to problem discussions and theoretical discussions. Mysincere thanks go to my family members, who indirectly participated in thisstudy by encouraging and supporting me.SWATI SHARMAMBA083
  4. 4. PREFACEThis Report will help to understand the Social Media marketing as a tools and its impact onthe youth . In this report we will study about the various tools of social media marketing andits impact which is positive as well as negative on the youth. This report also throws light onthe activities performed by youth on various media’s.This report includes history, options, tools, impact, consumption of social media by theyouth and also the ethical values to be kept in mind while being online . The report alsogives an analysis along about the media consumption by the youth . all this help to developan understanding how the social media is proving to be a boon or a bane to the society. Howthe usage of social media is shaping the thoughts of the youth in a country and how theyreact to particular things which they see online.4
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  6. 6. EXECUTIVE SUMMARYEvery company from small firms to Fortune Companies are racing to maketheir mark in cyberspace with their own “Home Pages” on the world wideweb (www). In the current era of technology when new technologicaladvances are taking place at every walk of our lives I am trying to showhow these SOCIAL MEDIA marketing tools are impacting the youthsperspective. Gone are the days when pure- bricks model would thrive wellin the market scenario. Social media had become really important gradientin today’s marketing mix in general and in promotion mix in particular.Internet growth is creating opportunities for marketers. The number ofInternet users around the world is constantly growing.I have done my winter dissertation project on “impact of social mediamarketing and youth perspective” which has helped me to get in tune withthe current marketing trends in the social media. It also helped me tounderstand how these marketing techniques are affecting the decision of theyouth while purchasing certain items.I started my research by going through the various content available onlineand going through the social media marketing techniques used by variouscompanies. The study is descriptive in nature. The data is majorly secondarywith a few questionnaires being filled up by some of colleagues. Theresearch is majorly based on the content available through various sourcesonline.It starts with an introduction to the concept of social media marketing andits history as discussed. The need and importance of social media marketingand how most of the companies these days are focusing on the internetmedia in order to increase their presence. Then the literature surveys whichall are the research projects I referred to during my research. For collectingthe primary data I got some questionnaires filled up through some of mycolleagues. The secondary data was collected through books, journals,magazines and certain websites; I started my data analysis and interpretedthe data.Based on my findings, the research work and my experience andunderstanding of the research and topic I have given certainrecommendations for social media marketing.6
  7. 7. TABLE OF CONTENTA. Supervisors certificate……………………………………B. Acknowledgement……………………………………….C. Executive summary……………………………………….CHAPTER-1: INTRODUCTION1.1 History of Social Media Marketing7
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  9. 9. OBJECTIVEThe study will throw light on how the social media has become a way of lifefor the people. It tells us how today’s youth is spending time on variousforms of media and what are these various forms of media. It also analyseswhat are the negative impact that these social media marketing techniquesare making and how the youth is moving from leading an active life to amore sedentary lifestyle which may cause health and other serious problemsto the generations today and the generations to come. The objective of thisresearch is as follows:• To understand how the various forms of media are used for marketing• To find the various methods of social media tools• To suggest strategies to bridge the gap between expectation andperformance to improve its effectiveness• To find the impact of social media on the youth9
  10. 10. LITERATURE REVIEWIn the current era of technology when new technological advances aretaking place at every walk of our lives I am trying to show how theseSOCIAL MEDIA marketing tools are impacting the youths perspective.How they get carried away by mere seeing of certain games online andsome online marketing. Gone are the days when pure- bricks model wouldthrive well in the market scenario. Social media had become reallyimportant gradient in today’s marketing mix in general and in promotionmix in particular. Adapting some form of marketing online through socialmedia is a key node for all businesses, especially in an industry wheretrends constantly change such as fashion and handicrafts. Social Media has,to some extent, made the youth more accessible to marketers. Social MediaMarketing is about understanding how technology is making it easier forpeople to connect socially with their social networks and how your businesscan profit from that understanding. More and more of your customers,whether for personal use, business-to-consumer or business-to-businessreasons use social media in every aspect of their daily life. There is acommon misconception that social media and social networking sites (SNS)are two synonymous terms. This media encourages user involvement whichcan be as simple as posting comments or giving votes or as complex asrecommending content to other user on the basis of preferences of peoplewith similar interests and lifestyle. Thus social media can be described as abroad term inclusive of activities where people create content, share it,bookmark it and network at a phenomenal rate. On the other hand socialnetworking sites are a place where in one forms communities of interest toconnect to others. Social networking sites utilize social media technology toconnect with people and build relationships. The youth have significantbuying power, are influential on the buying decisions within their familyunits and are often the trendsetters in society. Their natural digital literacyand love of social networks means that the media landscape has become lessfragmented and that we have much better insight into where they are andwhat they are interested in, however, a number of barriers and challenges tothe successful use of Social Media for marketing still remain. The aim ofthis paper is to find out how brands actually measure the impact of thesocial media. It also briefs about the various methods of SOCIAL MEDIAmarketing. It throws some light on how do brands understand the socialmedia habits of the youth. And also how do brands get noticed by Youth. It10
  11. 11. also talks about how brands create engaging content that will keep the youthfollowing different media channels. Does social media marketing createprofit for brands. And why is digital media an upcoming media for brandsto advertise. In addition strategies have been suggested to maximizeeffectiveness. Social networks are extremely capable of informing andinfluencing purchase decisions, as many users now trust their peer opinionsmore than the marketing strategists. Customers now have the power to talkback at the brand and broadcast their opinions of the brand. Therefore,marketers have no choice but to treat them differently and with greaterrespect. Every company is emphasizing to make marketing decisions in theareas of segmentation, product offerings, pricing, distribution andpromotion. Increasing use of information and communication technologiesis shifting market power from suppliers to consumers; ensuing consumerempowerment is presented as an unintended consequence of marketing.Marketing implications arising from this consumer empowerment areexamined in terms of a process where control and management by suppliersover consumer access and ennoblement are increasingly difficult. TheInformation technology has produced a revolutionary new way forbusinesses to communicate and interact with their customers. The role ofmarketing strategies in fostering controlled consumer empowerment isreflected in the development of information-based consumer-centricmarketing strategies that seek to enable and control delegation. Before thedevelopment of the web, news was slow moving and organizations couldtake their time to develop structured responses to problems. Currently, rapiddevelopments in consumer generated media sites mean that the generalpublic can quickly air their views. These views can make or break a brand.Consumers trust these published opinions and base their buying decisionson them. For example, eBay’s success has been based on their system offeedback ratings, which provides consumer opinions of sellers. Anyinformation available to company potential clients affects companyreputation and their buying decisions. The influence of the information andtechnology on business over the next five years will be great. A the Web isbeginning to shake the foundations of the advertising industry as ittransforms how even offline media, such as radio, TV and print advertising,is purchased. Marketers are seeking to take advantage of vast audiences forsocial media sites, and tap into their inclination to participate and interactonline, as well as their potential to amplify and transmit targeted messages.Over the past 40 years, we have experienced a radical shift in how businessis conducted and how people interact. The introduction of personalcomputers, the Internet, and e-commerce have had a tremendous impact on11
  12. 12. how businesses operate and market. The introduction of social mediatechnology is accelerating and we can expect it to have a similar impact onbusinesses now and into the future. As new technologies became available,businesses that learn to use new technologies gain great benefits. Some ofthe best-known examples include technology-driven companies such asMicrosoft, eBay, Amazon and Google. In a short span of time, social mediahas become one of the most loved mediums for the Indian youths today.Social Media Marketing is the hottest new marketing concept and everybusiness owner wants to know how social media can generate value fortheir business. People are social by nature and collect or share informationthat is important to them. Social Media Marketing is about understandinghow technology is making it easier for people to connect socially with theirsocial networks and how your business can profit from that understanding.More and more of your customers, whether for personal use, business-to-consumer or business-to-business reasons use social media in every aspectof their daily life. There is a common misconception that social media andsocial networking sites are two synonymous terms. Social media are toolsfor sharing and discussing information. It can be described as a kind ofonline media which encourages every member for feedback andcontribution. It is a social instrument of two way communication facilitatingthe sharing of information between users within a defined network via web2.0 (OReilly, 2005). It involves online activities in which the usercontributes to content creation. This media encourages user involvementwhich can be as simple as posting comments or giving votes or as complexas recommending content to other user on the basis of preferences of peoplewith similar interests and lifestyle. Thus social media can be described as abroad term inclusive of activities where people create content, share it,bookmark it and network at a phenomenal rate. On the other hand socialnetworking sites are a place where in one forms communities of interest toconnect to others. Social networking sites utilize social media technology toconnect with people and build relationships. Social networking sites allowindividuals to construct their profile within a bounded system, share withother users and view and traverse their list of connections and those madeby others within the system (Boyd & Ellison, 2007). It can be thusconcluded that social networking sites are a form of social media. Theincreasing dependence on technology for basic communication highlightsthe importance of analyzing how these networking sites are affecting dailyprocesses. Anyone including teens and young adults, women, men, affluentconsumers, and older individuals can join a social network site. Onceregistered the person can begin to socialize and create his/her own network12
  13. 13. of friends with common interests or goals. Sites like Face book, Twitter,LinkedIn are influencing the way users establish, maintain and cultivate arange of social relationships, from close friendships to casual acquaintances.Consumers today want to be more informed about products before theymake the purchase. Most importantly, social networks are extremelycapable of informing and influencing purchase decisions, as many usersnow trust their peer opinions more than the marketing strategists. Customersnow have the power to talk back at the brand and broadcast their opinions ofthe brand. Therefore, marketers have no choice but to treat them differentlyand with greater respect.LIMITATIONSThe analytical study emphasizes on Social Media Marketing and its impacton youth. Data used is collected through a research conducted within Delhi-NCR. Also, the research is majorly a secondary research where the data wascollected from the internet, books, magazines, journals, etc. Since, theconclusion drawn are based on limited data, they remain subject tomodifications and corrections.13
  14. 14. SCOPE OF THE STUDYThe scope of the study has been limited to social media marketing only. Thestudy has been confined to Delhi & NCR region as this area has greaterinternet penetration and plenty of social Network Sites users.RESEARCH METHODOLOGYThe study is based on descriptive research design. A questionnaire has beendesigned, to know the point of view of respondent regarding the extent ofsocial media that helps consumers in buying decision making. First part ofthe questionnaire contains information regarding demographics and usagepattern of social media of the respondent. Second part has series of close-ended indirect questions which are based on impact of social media inmaking consumer buy a product and expectation from such media. Thesurvey was conducted online through social networking sites and responsesof 150 social networkers were collected. The instrument (questionnaire) wasput over Google docs and the link was sent to users to fill the instrumentthrough various social networking sites like Facebook, Orkut, Twitter,LinkedIn, Hi5, Bebo etc. The respondents and other people on differentsocial networking sites were also requested to post the link from theirprofile. So the sampling technique used was non-probability conveniencesampling.14
  15. 15. Profile of RespondentsVariable* Classification Total N (%)GENDER Male 71Female 79AGE Less than 18 018-24 6825-39 7240-60 10International Journal of Marketing, Financial Services & ManagementResearchVol.1 Issue 11, November 2012, ISSN 2277 3622Online available at www.indianresearchjournals.com15
  16. 16. Motivation behind following a brand or joining a brand pageVariable Total NMotivation to follow aBrand or Join a Brand pageBrand invitation/Advertising 68Friend’s invitation 52Personal research 32Loyalty towards the brand 44The motivational factor for people joining/ following a brand page/ brandon social networking platforms vary from person to person. The mainreason fans come to join a brand page or brand following is through brandinvitation/ advertising followed by a friend invitation. The search factor(personal Research) plays an important role, thus it is crucial for brands tobe found if consumers search for them. Brand loyalty also plays a role inmotivation towards brand following on the social networking platforms.Brand loyalists are consumers who will market a certain brand and talkpositively about it among their friends/ peers. This is free word-of-mouthmarketing for the brands and is often very effective. Social networking sitesare a new CRM (to receive exclusive deals and offers, exclusive content)tool where the consumer wants to feel exclusive. The attachment to brand isa key motivator to advocate the brands. Demonstrating appreciation for thebrand, showing what you like, and supporting the Brand’s values play anactive role in generating advocacy. The desire to engage with the brandeither through dialog with the brand’s representatives or with otherconsumers reaches an interesting level.International Journal of Marketing, Financial Services & ManagementResearchVol.1 Issue 11, November 2012, ISSN 2277 3622Online available at www.indianresearchjournals.com16
  17. 17. Time dedicated for socializingSocial networking is now an important aspect of the day. With most peoplespending more than hour online! The above chart depicts very clearly thathow much it is important for the marketers to exploit the situation bymaking workable marketing strategies.17
  18. 18. Purpose for using social media platformSocial media helped people connect with long lost friends. This is evidentwith 58% respondent in the survey using such platform to connect withfriends. While 24% respondents believe in exchanging their views andexperiences on various products/Services and others apart from just playinggames and participating in contests (16%). So, here marketers have plentyof opportunity to communicate with their targets and offer them theirproducts/service to persuade them to transact and become loyal customerfor them. It is a fast growing platform for brands in all the sectors. It acts asan effective tool as it is the best way to reach out market segment withoutincurring huge cost.18
  19. 19. Considering social media in buying decisionIt is evident from the above bar chart that most of the respondents are usingsocial media networks are considering social media before starting ofbuying decision making process. More than two third of users are alwaysconsidering social media networks at the time of getting into purchasedecision. So, it is of enormous importance for the marketers to putinformation on the social sites where there is huge probability to come intothe eyes of consumers and if successes into pursuing the customers’ thenpositive word of mouths will automatically get started. This will eventuallygives rise to multiple impacts and conversation will get started on the web.19
  20. 20. MEANING AND INTRODUCTION:Social media marketing refers to the process of gaining website traffic or attention throughsocial media sites. Social media marketing programs usually center on efforts to createcontent 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 appearsto 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 earnedmedia rather than paid media.HISTORY OF SOCIAL MEDIA MARKETING:-The history of social media is credited mostly to the last decade with social networking sites such as Facebook,Twitter, LinkedIn and YouTube. While these sites most definitely propelled social media to new heights, the truthis they don’t represent the original social networking platforms. Social media channels like Google+, Pinterest,Instagram and Foursquare weren’t here or popular in 2009. But, so what? The social media sites your business usesdon’t drive success. If your business doesn’t have the mindset to use social media as channels to connect, engage,share and build trust with your current and prospective future customers, you’re totally missing the point of socialmedia. And, it doesn’t matter if you’re a B2C or B2B. Social networking phenomenon has emerged over the pastten years. In that time, social networking sites (SNS) have grown from a niche to a mass online activity, in whichtens of millions of internet users are engaged, both in their leisure time, and at work. However, there has been verylittle research on the socio-economic impact of these sites in the Indian context. In this paper we focused on theimpact of these social networking sites on the youth of India in both positive as well as negative phase. Socialnetworking is a phenomenon which has existed since society began. Human beings have always sought to live insocial environments. The proliferation of social networking sites (SNS) and their pervasion in everyday practices isaffecting how modern Indian youth societies manage their social networks. To a significant extent, SNS haveshifted social networking to the Internet. In less than five years, these sites have grown from a niche online activityinto a phenomenon through which tens of millions of internet users are connected, both in their leisure time, and atwork. There are various factors which have prompted us to consider the implications of these technologies forpolicy-making. One of these is the willingness of users to embrace SNS as a means of communication and socialnetworking in everyday life. The increasing dependence on technology for basic communication also highlights theimportance of analyzing how SNS are affecting daily processes. Sites like Face book, Friend ster and LinkedIn areinfluencing the way users establish, maintain and cultivate a range of social relationships, from close friendships tocasual acquaintances. 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.20
  21. 21. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketingcampaigns.TYPES OF SOCIAL MEDIA TOOLS USED BY YOUTH• Computers• Texting• Facebook• Youtube• Smart phones with apps• ipads• Television• Movies• Video games• Tweeting• MySpace• PinterestSOCIAL MEDIA PLATFORMSSocial networking websites and blogsSocial networking websites allow individuals to interact with one anotherand build relationships. When products or companies join those sites,people can interact with the product or company. That interaction feelspersonal to users because of their previous experiences with socialnetworking site interactions.Social networking sites and blogs allow individual followers to “retweet” or“repost” comments made by the product being promoted. By repeating themessage, all of the users connections are able to see the message, thereforereaching more people. Social networking sites act as word of mouth.Because the information about the product is being put out there and isgetting repeated, more traffic is brought to the product/company.Through social networking sites, products/companies can haveconversations and interactions with individual followers. This personalinteraction can instill a feeling of loyalty into followers and potentialcustomers. Also, by choosing whom to follow on these sites, products canreach a very narrow target audience.[21
  22. 22. Social networking sites also include a vast amount of information aboutwhat products and services prospective clients might be interested in.Through the use of new Semantic Analysis technologies, marketers candetect buying signals, such as content shared by people and questionsposted online. Understanding of buying signals can help sales people targetrelevant prospects and marketers run micro-targeted campaigns.Mobile phonesMobile phone usage has also become beneficial for social media marketing.Today, many cell phones have social networking capabilities: individualsare notified of any happenings on social networking sites through their cellphones, in real-time. This constant connection to social networking sitesmeans products and companies can constantly remind and update followersabout their capabilities, uses, importance, etc. Because cell phones areconnected to social networking sites, advertisements are always in sight.Also many companies are now putting QR codes along with products forindividuals to access the company website or online services with theirsmart-phones.EngagementIn the context of the social web, engagement means that customers andstakeholders are participants rather than viewers. Social media in businessallows anyone and everyone to express and share an opinion or an ideasomewhere along the business’s path to market. Each participating customerbecomes part of the marketing department, as other customers read theircomments or reviews. The engagement process is then fundamental tosuccessful social media marketing.CAMPAIGNS22
  23. 23. Many social media campaigns target men specifically, perhaps the mostfamous one of all being The Old Spice Guy. With quick-witted humor andthe tagline “Smell like a man, man,” Isaiah Mustafa quickly became apopular and oft-quoted figure in TV commercials. Then Old Spicedeveloped a social media campaign allowing him to respond to questionsdirectly via online videos – 180 to be exact. Throw Twitter in the mix, plusa mention from the ever-followed Ashton Kutcher, and the buzz followingthe campaign is still being generated two years later.Several other brands are jumping on the Social Media Campaign Trail aswell to reach their target audience of men, and succeeding with creativecontent and direct branding. Here are 5 examples of brands targeting menthrough social campaigns.Why It WorksThe proposition is simple, “Our Blades are F*****g Great,” and addressestwo age-old “man” problems right off the bat: 1) paying too much for razorsand 2) forgetting to buy them. The pitch solves them both and lets you knowright away, “For just a dollar a month, we send a high quality razors right toyour door.” Easy, right? Funny and to the point wins the race.23
  24. 24. Mike from Dollar Shave Club directly addresses his customer, young adultmen, and does a pretty good job by acting like one himself. In fact, heactually trained with the sketch comedy group Upright Citizens Brigade,and it shows. Given the simplicity of the video, he also shows you don’tneed to spend a lot of money for a high-production advertisement. Showwho you are, solve a real problem, and your audience will care. Authenticityis key.We’ve seen deadpan humor and endlessly quotable one-liners before likethe aforementioned Old Spice Guy? Everybody likes to laugh and it’s agreat reason to share funny material online. Mike shows us that even a hardsell can be a hoot.Gymkhana 5In a series of successful racing videos from DC Shoes, Ken Block,professional rally driver and co-founder of the clothing brand, participatesin some exciting automative shenanigans. In Gymkhana 5, Block racesaround the streets of San Francisco for 10 fast-paced minutes of pureadrenaline and hoonery.Why It WorksGymkhana shows great content doesn’t need to be swimming in logos andbranding to be effective. It’s exciting. It’s emotive. It’s engaging. It has onespecific goal in mind: draw the attention of every car guy possible, thenactually hold that attention for five to ten minutes.What DC and Gymkhana did very well is give viewers control of where towatch it. They not only made content that viewers want to share withfriends but also made it extremely easy to do so, beginning with YouTubeand expanding out from there. DC Shoes was not stingy with embed linksand formats, making the video readily available in downloads with thepotential to be viewed on laptops, iPhones, iPads and more. In doing so,they were able to achieve 500,000 shares in its first 24 hours alone and getthe video into as many hands as possible. The high-quality production andHD format of the video are also worth noting, because really, how elsewould you want to watch a slow-motion 360 donut?24
  25. 25. In specifically targeting a narrow audience (a.k.a. car guys) they were ableto create great content that served a wider audience as well.Movember, Changing the Face of Men’s HealthFor the month of November, Movember encourages men to grow a mustache or “Mo” inorder to generate funding and awareness for men’s health. Launched in 2004, thecampaign really took off in the last two years thanks to social media and raised morethan $120 million for prostate cancer research in 2011.Why It Works“We as men don’t feel comfortable talking about our health,” says Movember co-founder Adam Garone. However, growing a mustache gives men an easy and fun segueinto a conversation about men’s health. Prostate cancer and other men’s health topicsaffect many people. So, it’s not difficult to comprehend why the #Movember hashtagdominates social media like Twitter and Facebook during the month of November, not tomention phrases like “prostate cancer” and “getting checked.” These trends suggest menare actually responding and going to the doctor, which is the ultimate goal of theprogram.When you add social media into the mix, the potential reach of the conversation isendless, but you can’t get in your own way. Men can generate all this chatter and keepthe conversation going, but the people behind Movember had to be willing to relinquishsome control of their brand, something many companies have an issue doing whileholding on to brand integrity. Darone mentioned they reached 800,000+ BrandAmbassadors last November, but to be successful he had to trust the community,allowing them to speak on the benefits men’s health awareness.So, what’s the lesson? If you’re trying to generate awareness about an embarrassingtopic, create a sense of solidarity through symbolism.25
  26. 26. Carlsberg, “That Calls For A Carlsberg”Carlsberg took to a shot at a social stunt last year to generate conversationfor their campaign. They filled a 150-seat theater in Brussels, Belgium, with148 of the most intimidating, mean and hulky looking bikers they could findand left two seats empty in the dead center. For those who took the seats,Carlsberg rewarded their act of bravery, with applause and fresh, cold beerof course:Why It WorksWould you sit down? Which of your friends would run in the oppositedirection? The bravery to face your fears is something to be admired, saysthe beer label. The video ties into its larger advertising campaign, with thetagline “That calls for a Carlsberg,” aimed at rewarding men who step outof their comfort zones and prove themselves to be courageous. The simpleyet effective story caught the attention of millions who identified with theemotions, and the YouTube video has 11.7 million views as of September2012.Indeed, the candid-camera style format is a favorite of many, and whenplaced on a social medium it has an even greater effect. Did you know whatyou were getting into when you watched the ad? I sure didn’t. The surpriseis so genuine and applause so encouraging, it makes you want to share thevideo with your family and friends.26
  27. 27. Degree For Men, “Masters of Movement”Degree Men’s Deodorant turned to social video and social gaming topromote their line of Adrenaline products with the campaign”Masters ofMovement.” The four part series of videos features extreme sports icons onoutdoor adventures and allows social gamers to earn points and currency.Why It WorksWith a goal to increase the brand’s interaction with its core consumers, Degree wassuccessful in leveraging social gaming to reach their audience of 18 to 35-year-old malesthrough a partnership with Ubisoft on the new Adrenaline game for Xbox Kinect andPS3 Move. They also provided an Adrenaline game for mobile, social and in-banner use.Degree was also effective in tying their new line of MotionSense into their video.MotionSense is a sweat technology that releases bursts of fragrance to fend off sweat andodor in response to body movement. The video is similar to Gymhkana in that it does notexcessively promote the product; however, it produces great content that generatesconversation and directly ties in with the video’s movement and action.27
  28. 28. Major Takeaways• Know your audience and where to find them. When aiming for men, incorporatesites like YouTube or gaming.• Create engaging content that’s not swimming in branding and let theconversation flow from there.• Make content accessible and shareable, especially when it comes to embeddingvideos.• Know where you audience is and exploit the relevant networks to make yourcampaign as visible as possible.• Evoke emotions like anticipation, suspense, courage or joy.• Don’t be scared of humor and quirky one-liners to convey your message.MEDIA CONSUMPTION OF TYPICAL YOUTHWHAT YOUTHS DO ONLINE ?28
  29. 29. CHARACTERISTICS OF SOCIAL NETWORKING SITESFEATURES DESCRIPTIONPresentation ofoneselfThe basic level of entry in most SNS is the setting up of aprofile: a personalized page developed by the user inwhich he/she presents him/herself to peers, through text,photos music and videos amongst others Functionalities.SNS allow users to mobilize and organize their socialcontacts and profiles in the way they want other membersto see them.Externalizationof dataThe externalization of networks is possibly one of the firsttimes online users have been able to view their own onlinesocial networks, and share them with friends and thegeneral public. Some SNS also support applicationswhich allow users to describe the relation betweenthemselves and other members.New ways forcommunityformationThough notions of virtual communities have existed sincethe beginning of online applications, SNS support newways for people to connect between themselves. Users of29
  30. 30. these sites may choose to communicate through variousdigital objects, such as tags and in-built applicationswithin the SNS, such as the visual shelf application inFacebook. Users may join a community of book readers,connecting through books they have likedBottom-upactivitiesSNS provide the ideal platforms through which users withsimilar values and interests can come together toCollaborate effectively and cheaply. For instance, doctorscan share and double check rare medical cases on healthSNS such as Within3, or activists can organize a protestthrough sites like Care2.Ease of use A major attribute of SNS popularity is their simplicity.Anyone with basic internet skills can create and managean online SNS presence. Prior to SNS, users gained anonline presence by having a personal homepage. Thedrawbacks were that these homepages are not easy tocreate and development and hosting of the site often incurcosts. In contrast, SNS are free of charge and open foranyone to join. Most of them require registration, whileothers limit membership through an invitation frommembers who are already members of the site.Reorganizationof InternetgeographySNS support new points of entry to the internet: peoplespersonal worlds. Until recently, people spoke of theinternet in metaphors of places (cities, addresses, andhomepages).Taking all these characteristics together, we can observe significant changes in how users network and operate theirsocial contacts according to different social environments. In particular, SNS seem to be influencing and shapingthe way we communicate between ourselves and how we manage our social contacts.IMPACT OF SOCIAL MEDIA MARKETING ON YOUTHThere has been significant interest and concern about the risks of online social networking because of access to personalinformation and the anonymity that the system allows. A number of public cases of bullying and identity theft have put this issue inthe public arena. In the survey participants were asked whether they have ever had a bad social networking experience. A30
  31. 31. considerable number of respondents in a survey (28%) reported having had a negative online experience with adults aged below 30the most likely to export this (60%).These participants were asked to provide further information about the negative experience. For most respondents the experiencereflected unwanted contact or people posting in appropriate or upsetting information online. Some respondents specified havingonline bullying and provided examples such as abusive messages and harassment from someone of the opposite sex.(A)NEGATIVE IMPACT OF SOCIAL MEDIA ON YOUTHIn considering the disadvantages, respondents identified a number of negative aspects of online social networking including:(i) the time-consuming nature of online social networking sites, Indian youth admitting that they waste a lot of time on these sites.(ii) Concern about access to personal information by others, with almost half of the youth worried that “non friends may see their‟personal information.(iii) Concern that information posted may be used against them.(B)Other Negative Impacts Of Social NetworkingThe negative effects of a new technology are never fully visible in the initial stages due the hype and excitement involved. Howeverwith time we observe the more time we spend online the more connected we get hence the urge to not miss out on anything thisinduces an invisible layer of stress and pressure on the individuals. The very fabric of our societies is now beginning to take a newshape.Scientist have warned Sites such as Face book, Twitter and Bebo are said to shorten attention spans, encourage instant gratificationand make young people more self-centered.(i) My fear is that these technologies are infantilizing the brain into the state of small children who are attracted by buzzingnoises and bright lights, which have a small attention Span and who live for the moment.(ii) A 2010 Case Western Reserve School of Medicine study showed hyper-networking (more than three hours on socialnetworks per day) and hyper texting (more than 120 text messages per day) correlated with unhealthy behaviors in teens,including drinking, smoking and sexual activity. Hyper-networking was also associated with depression, substanceabuse, poor sleep patterns, suicide and poor academic performance(iii) While the above studies show actual correlations between social networking and negative consequences, others arguethat many other negative consequences may exist that have not yet been studied. Some of the harmful effects peoplesuggest social networking has that have not yet yielded conclusive study results include:a) Social networking websites are causing alarming changes in the brains of young users, an eminent.b) Encouraging poor grammar, usage, and spelling Allowing the spread of misinformation that may be perceived as facteven in light of evidence to the contrary. Exposing children to online predators Creating a culture in which a single mistake such as a racy picture or poorly thought-out comment can cause irreparableharm to your reputation Decreasing productivity as workers habitually check social networking sites while they should be working Providing information that increases the risk of identity theft.31
  32. 32. (C) POSITIVE IMPACT OF SOCIAL MEDIASocial networking isn’t for everyone, but it’s now such a massive part of all our lives, whether we embrace or reject thenotion, that it can no longer be ignored. But are social networking sites such as Face book, Twitter, and Google+ a force forgood or evil? As with most questions there are multiple angles to approach this quandary from. Having already looked at thenegative impact of social networking sites on society, I thought it only fair to redress the balance. Every ying has its yang,after all. Using the previous article as a loose template it’s clear to see that what some people would conceive as negatives forfor Twitter takes all of 20 seconds and with cross-posting over other social networks switched on, that update reacheseveryone you want it to reach (and probably more besides) in an instant. Social networking sites allow you to live a lifeunhindered by small talk.(D) SPEEDY COMMUNICATIONOur time is being stretched thinner and thinner by work and family commitments, but social networking sites offer a chance tocommunicate in a speedy and efficient manner. Writing an update a lot less important. Social networking sites have made theworld a smaller place.(E) IN TOUCH WITH THE WORLDIt isn’t just your inner circle of close friends and even closer family members that social networking sites allow you tocommunicate with easily and effectively, either. They open the world up to you, making it a smaller place than it has everbeen before. So much so that I actually haven’t a clue where many of my contacts reside. When it comes to social networkseveryone is equal, regardless of location. Family living abroad can be kept abreast of the latest happenings in your world asquickly as those living next door. Friends who you haven’t seen since school, and who have since moved away, are able tokeep in touch. Location-based services such as Foursquare and Gowalla emphasize your location but social networking as awhole means it has become a lot less important. Social networking sites have made the world a smaller place.(F)BUILDING RELATIONSHIPSThere is no doubting that social networking sites can lead to the breaking up of relationships. But there is another side tothe tale, which is that people are moving onto other, perhaps better, relationships at the same time. Social networks can putyou (back) in touch with those you have lots in common with, and that common ground is often the starting point for longlasting relationships.BRAIN STUDIES• studies show exposure to TV violence activates brain regions that regulate emotion, arousal and attention, and episodicmemory• Extensive viewing may lead to a large number of aggressive scripts stored in long‐term memory that end up influencingbehavior• Aggressive media viewing= blunting of emotional response and reduced attention with repeated viewing• Among aggressive youth, media violence exposure may habituate amygdala responses to violent stimuli (loweremotional impact)32
  33. 33. ETHICAL RESPONSIBILITY OF YOUTH USING SOCIALNETWORKING SITESThe new digital social networking media are a frontier that is rich with opportunities and risks, particularly for young people.Through SNS technologies, young people are participating in a range of activities, including socialnetworking, blogging, vlogging, gaming, instant messaging, downloading music and other content, uploading and sharingtheir own creations, and collaborating with others in various ways. Five key issues are at stake in the new social networkingmedia identity, privacy, ownership and authorship, credibility, and participation. These issues decide the social and ethicalresponsibilities of the youth that using the services of social networking sites.(a) Every person that using the SNS should be aware about their rights and moral responsibilities.(b) We should respect the authentication and privacy of those members that are using SNS.(c ) We should follow the ethics of online identity.(d) Create culture of disclosure.(e) Online, a number of strategies—including privacy settings, selective disclosure, code switching, and deception are used byyouth to control the presentation of their identities and thereby manage their privacy. Most social networking sites haveprivacy settings that allow users to limit access to their profiles to a narrow audience of confirmed friends, and evidencesuggests that many young people use them.(e) The online culture of disclosure holds important promises for young people, including empowerment of themselves andothers, the creation of communities of support around shared struggles, and the development of a broad ethical sense ofresponsibility with respect to privacy.(f) Promises of Ownership and Authorship Online.(g) Maintain Credibility. So the youth of Indian can play an important role to reduce the negative impact of social networkingsites such a that it can be used in the beneficial way.LITERATURE REVIEW33

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