A

Training Report
of
summer internship project at

On
Marketing
submitted
in the partial fulfillment of
Master’s in Business Administration

Department of Business Management

Dr. Harisingh Gour Vishwavidyalaya
(A Central University)
Sagar- 470003
Madhya Pradesh- India
Year 2019-2021
(39th Batch)

Under the guidance of Submitted by

Dr. Suneet Walia Himanshu Pandey

Assistant Professor (Y19282019)

i
 CERTIFICATE

The project report titled “Social Media Marketing”. has been

prepared by Mr.Himanshu pandey, M.B.A 3rd Semester. Under the guidance and
supervision of Dr. Suneet Walia , Assistant Professor at Department of Business
Management for the partial fulfilment of the degree of M.B.A.

Dr. Suneet Walia Signature

Assistant Professor

ii
 ACKNOWLEDGEMENT

It is not possible to prepare a project report without the assistance & encouragement
of other people. This one is certainly no exception.
On the very outset of this report, I would like to extend my sincere & heartfelt
obligation towards all the personages who have helped me in this endeavour
without their active guidance, help, cooperation & encouragement, I would not
have made headway in the project. I am ineffably indebted to Prof.Shree
Bhagwat, Head, Department of Business Management for conscientious
guidance and encourage me to accomplish this assignment.
I am extremely thankful and pay my gratitude to my faculty Dr. Suneet Walia,
Assistant Professor, Department of Business Management for their valuable
guidance and support on completion of this project in its presently. I extend my
gratitude to Department of Business Management, Dr. Harisingh Gour
University Sagar (M.P) for giving me this opportunity. I also acknowledge with
a deep sense of reverence, my gratitude towards my parents and member of my
family, who has always supported me morally as well as economically.
At last but not least gratitude goes to all executives who directly or indirectly helped
me to complete this project report. Any omission in this brief acknowledgement
does not mean lack of gratitude.

Thanking You
Himanshu Pandey

iii
 PREFACE

I am pleased to present the project report on “Social Media Marketing”. before

my respected readers. It is a humble attempt from my part to study about the factors
influencing customer buying behaviour towards insurance products.
This study deals with a number of topics such as introduction, Industry profile and
objectives which will help the reader understand about social media marketing.
Language of the report is simple and lucid. Attempts have been made to arrange the
subject matter in a systematic and well-knit style. Efforts have also been made to deal
with all topics precisely and gently.
I express thanks to all those prolific teachers and experts of management whose
theories and ideas have been incorporated in this project report.
Despite of this it is very difficult to be perfect to the core and mistakes do creep in for
which I extend my apology and carve the hospitality of the readers to point them out.
Their criticism and suggestions for the improvement in future are welcomed.

Thanking You

Himanshu Pandey
 CHAPTER-1

SOCIAL MEDIA MARKETING

INTRODUCTION
What is the meaning of Social Media Marketing?

The meaning of the term ‗social media‘ can be derived from two words which constitute it.
Media generally refers to advertising and the communication of ideas or information
through publications/channels. Social implies the interaction of individuals within a group
or community.
Taken together, social media simply refers to communication/publication platforms which
are generated and sustained by the interpersonal interaction of individuals through the
specific medium or tool. Wikipedia has a general definition of the term: Social Media is the
democratization of information, transforming people from content readers into content
publishers. It is the shift from a broadcast mechanism to a many-to-many model, rooted in
conversations between authors, people, and peers.

Social media marketing refers to the process of gaining website traffic or attention through
social media sites. Social media marketing programs usually center on efforts to create
content that attracts attention and encourages readers to share it 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.[citation needed] Hence, this form of marketing is driven by word-of-mouth, meaning
it results in earned media rather than paid media.

Social media marketing is a new marketing strategy which almost every business is adopting
to reach their consumers on the virtual networks. If you have an idea and you want it to
reach millions, at a very little cost, then social media is the only way-out. Entertainment
companies were the first to adopt the social media as a promotional tool. Weinberg (2009)
has defined social media marketing as the process that empowers individuals to promote
their websites, products, or services through online social channels and tap into a much
larger community that may not have been available via traditional channels. So if we keep
it simple, social media marketing is the process where organizations use social media
websites to build rush on their company official websites. It does not stop here but
organizations also inform the potential customers of happenings in the organization, laun of
the new model or product and latest news about the organization through social media
applications. Gordhamer (2009) has related social media marketing to the relationship
marketing where firms need to shift from ―trying to sell‖ to ―making connections‖ with the
consumers. This explanations of social media marketing takes us to the other side of
marketing, where building relations with the potential consumers is the key to repeated
purchases and enhanced brand loyalty. Social Media is an innovative tool that organizations
use for creating a very strong public relation with the customers on the virtual networks (Jan
& Khan, 2014). Maintaining public relations through social media has become easy because
a large number of potential consumers are available on the virtual networks. And making
connection with consumers using social media is only some clicks away. Today‘s customers
are more powerful and busy; therefore, companies should be reachable and available in
every social media communication channel such as Face book, Twitter, Blogs, Forums at
any time (Gordhamer,2009).

Exploiting the opportunities provided by the social media communication channels is

important for every organization.

Dimension of the Social media marketing (Asa’ad,& Anas, 2014) There

are five dimension of the social media marketing, which means these five things
are required to create connections with consumers or to building traffic to company
websites.

. 3.1.1 Online Communities: A company or business can use the social media to build a
community around its products/business. Vibrant communities create loyalty and encourage
discussions, which can contribute towards business development and improvement.
(Taprial, & Kanwar, 2012).

Interaction: A Facebook page or Twitter account can notify all its followers
of specific subject quickly and simultaneously (Berselli, Burger, & Close, 2012).
Social networking sites enable greater interaction with the online community
through broadcasting up-to-date, consumer relevant information. (Fischer, &
Reuber, 2011)

Sharing of Content: The sharing dimension is about the extent to which an

individual ex-changes, distributes and receives content in a social media setting.
(Babac, 2011)

Accessibility: The social media is easily accessible and takes minimal or no

 costs to use. Social media is easy to use and does not require any special skills,
knowledge to use. (Taprial, & Kanwar, 2012)

Credibility: It is all about delivering your message clearly to the people,

establishing credibility for what you say or do, connecting emotionally with your
target audience, motivating the buyer and generating loyal customers. The social
media provides a very good platform for all businesses (big or small) to network
and reach out to their target audience, connect with them directly and generate trust
by listening to what they have to say. (Taprial, & Kanwar, 2012).

The meaning of the term ‗social media‘ can be derived from two words which constitute it.
Media generally refers to advertising and the communication of ideas or information
through publications/channels. Social implies the interaction of individuals within a group
or community. Taken together, social media simply refers to communication/publication
platforms which are generated and sustained by the interpersonal interaction of individuals
through the specific medium or tool. Wikipedia has a general definition of the term: Social
Media is the democratization of information, transforming people from content readers into
content publishers. It is the shift from a broadcast mechanism to a many-to-many model,
rooted in conversations between authors, people, and peers. Social media uses the
―wisdom of crowds‖ to connect information in a collaborative manner. Social media can
take many different forms, including Internet forums, message boards, weblogs, wikis,
podcasts, pictures, and video. Social media are media for social interaction, using highly
accessible and scalable communication techniques. Social media is the use of web-based
and mobile technologies to turn communication into interactive dialogue. Andreas Kaplan
and Michael Haenlein also define social media as "a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, which allows the
creation and exchange of user generated content." Businesses also refer to social media as
consumer generated media (CGM).
A common thread running through all definitions of social media is a blending of
technology and social interaction for the cocreation of value.
As one Cairo activist succinctly put it, "―We use Facebook to schedule the protests, Twitter
to coordinate, and YouTube to tell the world." However, there is some debate about the
extent to which social media facilitate this kind of change.
 Social Media Marketing in India

An Overview India has 95 million active internet users. Social Media is really picking up
new heights in India. According to the 2010 Regus Global Survey of business social
networking, India tops the usage of social networking by business – it has the highest
activity index, 127, far more than the US‘97, and 52% of the Indian respondent companies
said that they had acquired new customers using social networks while 35% American
companies managed that. Many companies are coming big way for Social Media
Optimization for their Product or Services nowadays. During Election 2014 Social Media
was used for Influence Indian Voters. Social Media Marketing in India is being undertaken
by all e-Retailing & e-commerce organizations and many brands like Tata Docomo, MTV
India, Channel V, Clear Trip, Tata Photon, Axe deodorants, Microsoft, Naukri, Shaadi, and
many more. Besides, numerous Indian celebrities are also using SMM platform to promote
their movies, music and events via Twitter, Facebook and personalized blogs. Social Media
Marketing is also boosting public relations business. Several PR agencies in India are
undertaking brand building exercises for corporate organizations, brands and celebrities.
However, to the delight of many among us, the biggest gainers from SMM till date have
been the organizations from the Not-for Profit sector. Several Campaigns like ‗Bell Bajao‘
and ‗Jaago Re‘ have been quite successful on 12 Social Networking Sites. These campaigns
have been spreading the word about their cause through blogs, Twitter and Facebook.
Nature of Industry, “E-Commerce Industry”
E-Commerce industry is a fastest growing industry in all over the world and
India too. It includes E-Retailing, Social Media, E-Business and information
Technology.
In a fact Only Less than 25 % of Indian are using internet properly, out of it only 12-13%
Indians are using Internet for E-buying or online ordering and these users are basically from
Tier 1 cities and Tier 2 cities. Reach of E Commerce industry are still very saturated in
These Tier 1& 2 cities, but it is looking to expand its reach and business in to the tier 3 cities
and rural area very soon and very fast. By the Believer and market predication at the end of
2020 reach of E-Commerce industry will be in every area. And no. of internet E-buying
users are expected to increase by 12 % to 25 % or more very soon. Even some initial decision
and plans has been introduced also in India by the Government of India as ―Digital India‖
and it will be very much helpful for the E-Commerce industry and Other Social media or E-
Business based companies.

Social Media Marketing is the new mantra for E-Commerce industry since early last year.
Marketers are taking note of many different social media opportunities and beginning to
implement new social initiatives at a higher rate than ever before. Social media marketing
and the businesses that utilize it have become more sophisticated. So according to the
prediction and by seeing the growth instantly in this area we can say easily that the future
Indian industry will be going to in Ecommerce Dominating industry and it‘s very necessary
to have good hand on it. Even when we talk about the competition in this E-commerce
industry is now very high and market giants are there already to perform and still
dominating.
Customization, printing and personalization industry is also going to nourish and grow very
well in future and still it is performing outstandingly. Ecommerce industry is very impactful
business because it has limit beyond and above. It‘s limitless and frequent & efficient rather
than any traditional market place or platform. It‘s a platform to perform with Innovation,
Digitalization, Customization and personalization. It is helpful to increase high customer
reach, Visibility, Awareness, updating, and easily communication and more importantly
more optional and cheaper than any traditional market. E-Commerce has been invented and
developed as the Social media platform basis and social media is its soul. Every successful
E-commerce industry requires a very good Social media promotional & marketing activities
by Facebook, LinkedIn, Twitter, You tube, Google AdWords, Google AdSense and it
require analysis also which is possible in most efficient way by Google Analytics, Clicky
and Alexa tools.

Historical Contour of the Industry-

In Earlier day E-Commerce industry was totally based on online services and Online Buying
and selling. Now the scenario has been changed and it is not in the limited in Online services
buying and selling but also in Online transaction, Online Customization, Online
Personalization, Online Ordering, E-Business, E-retailing, Customer satisfaction etc. If we
talk about its beginning, it started in USA in the early 1990‘s and came to India by 1996, in
very initial level but became dominated and established properly by 2004-05 properly.
Now this generation is going to create so many milestone in different areas of E-Commerce
by using Social Media Marketing as Business tool to increase revenue, increase reach of
customers, increase visibility, spreading awareness and most importantly providing the best
services and solution practices. E-Commerce industry is now not only expanding its value
and usability in terms of generating profit but also satisfying customer base and utilizing
youth power & economy as an area of growth and expansion.

Social Media Marketing is the new mantra for E-Commerce industry since early last year.
Marketers are taking note of many different social media opportunities and beginning to
implement new social initiatives at a higher rate than ever before. Social media marketing
and the businesses that utilize it have become more sophisticated.

Implications in E-Commerce industries & Social Media -

If we talk about the previous feature of E-Commerce industry it was not that much
trustworthy in the point of personal informational security and payment gateway, &
accounting detail. But now it has been improved at the optimal level and has created its
trustworthiness in terms of informational security, payment gateway and accounting
privacy, also it is creating awareness about the product and services.
The coming generation is going to depends upon the E-commerce industries because of its
utility and the generation going to adopt it completely as modern marketing era or Modern
Market place. Even Social Media Marketing Is not limited only in Facebook and Google,
and has diversify with Linked In, WhatsApp, Twitter and YouTube, Pinterest and various
blogging and applications.

Mobile Marketing is the most innovative Invention in this area, highly predicted and most
profitable with lower investment with high conversion tool for Marketers.

Social media as a Marketing tool:-

By using Social media marketing as a marketing tool, anyone can gain information,
education, news, etc., by electronic media and print media. Social media are distinct from
industrial or traditional media, such as newspapers, television, and film. They are relatively
inexpensive and accessible to enable anyone (even private individuals) to publish or access
information, compared to industrial media, which generally require significant resources to
publish information.
One characteristic shared by both social media and industrial media is the capability to reach
small or large audiences; for example, either a blog post or a television show may reach
zero people or millions of people and also useful to generate revenue. Some of the properties
that help describe the differences between social media and industrial media are:

1. Reach - both industrial and social media technologies provide scale and are capable of
reaching a global audience. Industrial media, however, typically use a centralized
framework for organization, production, and dissemination, whereas social media are by
their very nature more decentralized, less hierarchical, and distinguished by multiple points
of production and utility.

2. Accessibility - the means of production for industrial media are typically government
and/or privately owned; social media tools are generally available to the public at little or
no cost.
3. Usability - industrial media production typically requires specialized skills and training.
Conversely, most social media production does not require specialized skills and training,
or requires only modest reinterpretation of existing skills; in theory, anyone with access can
operate the means of social media production.

4. Profitability – social media is a source of promotion but also it is using as a source of

income and get profit by selling and buying through social media sources. Social media has
become the biggest source of platform to perform and earn profit in a very effective manner.
5. Permanence - industrial media, once created, cannot be altered (once a magazine article
is printed and distributed changes cannot be made to that same article) whereas social media
can be altered almost instantaneously by comments or editing.
6. Size: Facebook has over 250 million users globally. On an average, 70-100 tweets happen
by the second. An average user on Facebook has 120 friends. This is the kind of enormity
Social networking sites espouse and with this comes the license to communicate powerfully.
But when such large numbers are involved, there is a danger of something going wrong and
when it does, it happens in a big way. An expert should be hired to do what is best for
business.
7. Boost website traffic: Social media is probably the fastest and easiest means of
redirecting traffic to company‘s website. By simply placing their website URL in their
profile, the company can have all their profile visitors check out their website and a
percentage of traffic is sure to get converted in course of time. This is the virtual way version
of ―word-of mouth‖.
8. Branding: Buying a candy may have been impulsive all your life, but if it is discussed
on a social networking site, there is likely to get brand conscious even a candy. Social media
is a smart way to build brands. Social media platforms are known to be one of the most
powerful and fast means of branding. Some of the big brands like Coke, Ford, Dell, IBM,
Burger King are some of the well-known brands have powerfully used social media
platforms to endorse themselves

Community media constitute an interesting hybrid of industrial and social media. Though
community-owned, some community radios, TV and newspapers are run by professionals
and some by amateurs. They use both social and industrial media frameworks. In his 2006
book, The Wealth of Networks: How Social Production Transforms Markets and Freedom,
Yochai Benkler analyzed many of these distinctions and their implications in terms of both
economics and political liberty. However, Benkler, like many academics, uses the
neologism network economy or "network information economy" to describe the underlying
economic, social, and technological characteristics of what has come to be known as "social
media".
Andrew Keen criticizes social media in his book The Cult of the Amateur, writing, "Out of
this anarchy, it suddenly became clear that what was governing the infinite monkeys now
inputting away on the Internet was the law of digital Darwinism, the survival of the loudest
and most opinionated.
Under these rules, the only way to intellectually prevail is by infinite filibustering." Tim
Berners-Lee contends that the danger of social networking sites is that most are silos and do
not allow users to port data from one site to another. He also cautions against social networks
that grow too big and become a monopoly as this tends to limit innovation.
There are various statistics that account for social media usage and effectiveness for
individuals worldwide. Some of the most recent statistics are as follows:
· Social networking now accounts for 22% of all time spent online in the US.
· A total of 234 million people age 13 and older in the India used mobile devices in
December 2012-13. Most time spent on Facebook by all the age groups.
· Twitter processed more than one billion tweets in December 2012-13 and averages almost
40 million tweets per day.
· Over 45% of Indian internet page views occurred at one of the top social networking sites
in October 2013, up from 13.8% a year before.
· Australia has some of the highest social media usage statistics in the world. In terms of
Facebook use Australia ranks highest with almost 9 hours per month from over 9 million
users.
· The number of social media users age 65 and older grew 100 percent throughout 2010, so
that one in four people in that age group are now part of a social networking site.

Major customers /or consumers in this industry-

At the heart of any Business are Customers, and Social networking represents an
opportunity to build even more mutually rewarding and candid relationships with those
Customers. But for organizations to realize tangible business benefits, they need to find
better ways to plan, manage, and measure their social networking efforts.
economics and political liberty. However, Benkler, like many academics, uses the
neologism network economy or "network information economy" to describe the underlying
economic, social, and technological characteristics of what has come to be known as "social
media".
Andrew Keen criticizes social media in his book The Cult of the Amateur, writing, "Out of
this anarchy, it suddenly became clear that what was governing the infinite monkeys now
inputting away on the Internet was the law of digital Darwinism, the survival of the loudest
and most opinionated.
Under these rules, the only way to intellectually prevail is by infinite filibustering." Tim
Berners-Lee contends that the danger of social networking sites is that most are silos and do
not allow users to port data from one site to another. He also cautions against social networks
that grow too big and become a monopoly as this tends to limit innovation.
There are various statistics that account for social media usage and effectiveness for
individuals worldwide. Some of the most recent statistics are as follows:
· Social networking now accounts for 22% of all time spent online in the US.
· A total of 234 million people age 13 and older in the India used mobile devices in
December 2012-13. Most time spent on Facebook by all the age groups.
· Twitter processed more than one billion tweets in December 2012-13 and averages almost
40 million tweets per day.
· Over 45% of Indian internet page views occurred at one of the top social networking sites
in October 2013, up from 13.8% a year before.
· Australia has some of the highest social media usage statistics in the world. In terms of
Facebook use Australia ranks highest with almost 9 hours per month from over 9 million
users.
· The number of social media users age 65 and older grew 100 percent throughout 2010, so
that one in four people in that age group are now part of a social networking site.

Major customers /or consumers in this industry-

At the heart of any Business are Customers, and Social networking represents an
opportunity to build even more mutually rewarding and candid relationships with those
Customers. But for organizations to realize tangible business benefits, they need to find
better ways to plan, manage, and measure their social networking efforts.
· Major Customers and Consumers are from the teen age groups. As we know that E-
commerce, Social media and printing industry became familiar after 2000, so that age group
between 13-20 years are more interactive and comfortable with it. Also the age group
between the 20-35 years are also known as modern generation youth of India and world and
they are the most potential buyers for the E-Commerce industry.
· Most number of user are from the age group of 13-20 years by 35% than from 20-30 years
age group users are 31%, age group between 30-40 years users are by 25% and then rest of
the user group from 40-65 are there. So we can say that age group of more than 40 years are
not so much bothering from E-Commerce industry but when we talk about the conversion
rate on the same age group is higher than others even marketers are looking at as potential
consumers for these industries.
· Most of the E-Commerce users are coming from home users by 62%, than from office by
28% at last from school and colleges by 10-15% only.
· On the basis of the report generated from sales force, most of the time users of internet are
use social media sites and spent about 7-9 hours weekly on social media sites like facebook,
LinkedIn, Twitter, you tube etc. so that conversion and market penetration can come through
social media marketing promotion, and yes it‘s all true that E-Commerce and online digital
printing organizations and industries are generating revenue through Social media
marketing and Social media marketing is working as a bridged between the industrialist, or
vendors and the consumers.
Social Media, Marketing, and “Social authority”:
One of the key components in successful social media marketing implementation is building
"social authority". Social authority is developed when an individual or organization
establishes themselves as an "expert" in their given field or area, thereby becoming an
influencer in that field or area.
It is through this process of "building social authority" that social media becomes effective.
That is why one of the foundational concepts in social media has become that you cannot
completely control your message through social media but rather you can simply begin to
participate in the "conversation" in the hopes that you can become a relevant influence in
that conversation.
However, this conversation participation must be cleverly executed because while people
are resistant to marketing in general, they are even more resistant to direct or overt
marketing through social media platforms. This may seem counter-intuitive but is the main
reason building social authority with credibility is so important. A marketer can generally
not expect people to be receptive to a marketing message in and of itself. In the Edleman
Trust Barometer report in 2008, the majority (58%) of the respondents reported they most
trusted company or product information coming from "people like me" inferred to be
information from someone they trusted. In the 2010 Trust Report, the majority switched to
64% preferring their information from industry experts and academics. According to Inc.
Technology's Brent Leary, "This loss of trust, and the accompanying turn towards experts
and authorities, seems to be coinciding with the rise of social media and networks."
Thus, using social media as a form of marketing has taken on whole new challenges. As the
2010 Trust Study indicates, it is most effective if marketing efforts through social media
revolve around the genuine building of authority. Someone performing a "marketing" role
within a company must honestly convince people of their genuine intentions, knowledge,
and expertise in a specific area or industry through providing valuable and accurate
information on an ongoing basis without a marketing angle overtly associated. If this can
be done, trust with, and of, the recipient of that information – and that message itself –
begins to develop naturally. This person or organization becomes a thought leader and value
provider – setting themselves up as a trusted "advisor" instead of marketer. "Top of mind
awareness" develops and the consumer naturally begins to gravitate to the products and/or
offerings of the authority/influencer.
Of course, there are many ways authority can be created – and influence can be
accomplished – including: participation in Wikipedia which actually verifies user-generated
content and information more than most people may realize; providing valuable content
through social networks on platforms such as Facebook and Twitter; article writing and
distribution through sites such as Ezine Articles and Scribd; and providing fact-based
answers on "social question and answer sites" such as EHow and Yahoo! Answers. As a
result of social media – and the direct or indirect influence of social media marketers –
today, consumers are as likely – or more likely – to make buying decisions based on what
they read and see in platforms we call "social" but only if presented by someone they have
come to trust.
Additionally, reports have shown organizations have been able to bring back dissatisfied
customers and stakeholders through social media channels. This is why a purposeful and
carefully designed social media strategy has become an integral part of any complete and
directed marketing plan but must also be designed using newer "authority building"
techniques.
Marketing has always been a crucial part of a business. Good companies have become great
on the sheer basis of effective marketing strategies. In the era of huge competition,
organizations are going great length to advertise and promote their products and earn
valuable customer loyalty. The concept of marketing has kept evolving with the passage of
time. Companies are forced to adopt new changes in their marketing strategies to remain
relevant. If there is one factor that has really affected the way marketing plans are being
defined then it must be technology.
CHAPTER-2

INDUSTRY PROFILE

Unschool is an informal learning that advocates learner-chosen activities as a primary means for learning.
Unschoolers learn through their natural life experiences including play, household responsibilities, personal
interests and curiosity, internships and work experience, travel, books, elective classes, family, mentors,
and social interaction. Often considered a lesson- and curriculum-free implementation of homeschooling,
unschooling encourages exploration of activities initiated by the children themselves, believing that the more
personal learning is, the more meaningful, well-understood and therefore useful it is to the child. While
courses may occasionally be taken, unschooling questions the usefulness of standard curricula, fixed times at
which learning should take place, conventional grading methods in standardized tests, forced contact with
children in their own age group, the compulsion to do homework, regardless of whether it helps you in your
individual situation, the effectiveness of listening to and obeying the orders of one authority figure for
several hours each day, and other features of traditional schooling in the education of each unique child.
The term "unschooling" was coined in the 1970s and used by educator John Holt, widely regarded as the
father of unschooling. Even though unschooling is often seen as a subset of homeschooling and
homeschooling has been the subject of broad public debate, unschooling in particular has received relatively
little media attention and has only become increasingly popular in recent years.
Critics of unschooling see it as an extreme educational philosophy, with concerns that unschooled children
will be neglected, miss many things that are important for their future life, will not experience how it is like
to have to do something you do not want to do, and lack the social skills, structure, discipline, and
motivation of their schooled peers, while proponents of unschooling say exactly the opposite is true: that
self-directed education in a non-academic, often natural and diversified environment is a far more efficient,
sustainable and child-friendly form of education than schooling, which preserves the innate curiosity,
pleasure and willingness in discovering and learning new things, invites children to be part of society, shows
children how to deal with their surroundings and own existence in a self-determined and yet responsible
manner, makes children understand why certain properties, skills, abilities, values and norms are important
rather than just telling them to obtain and adhere to them, rewards and supports creativity, individuality and
innovation, teaches how to acquire new things and find your way in unfamiliar situations quickly, and better
equips a child to handle the "real world" outside of school.
CHAPTER- 3

COMPANY PROFILE
INTRODUCTION
Unschool is an e-mentorship platform that allows students, graduates, young professionals, entrepreneurs
and "anyone with the curiosity to learn" to create an online learning ecosystem that fits their need and
industry demands. Correspondingly, Unschool is a marketplace where learned individuals or subject matter
experts are able to coach younger, inspired minds in their own fields. Beginning their journey with a
psychometric test, our users are able to identify what course would be best suited for them. Unlike Massive
Open Online Courses, which are driven by traditional collegiate coursework, we try to optimise alternative
learning and teaching methods by merging career counselling, self-paced learning, personalised mentorship,
and individualistic online courses delivered by industry experts. If you are someone who believes in the
power of mentoring and sharing your knowledge then, Unschool is the platform for you. Our users are
waiting to learn and be coached by you. Sign up today! or give us a call.

Website
http://www.unschool.in
Industry
E-learning

Company size
11-50 employees
2,066 on LinkedIn Includes members with current employer listed as Unschool , including
part-time roles.
Headquarters
Hyderabad, Telangana

Type
Privately Held

Founded
2019 Specialties Coaching,
Mentoring, Online Education, Learning, Teaching, Edutech, e-learning, and e-mentoring

Promotional:
1. YouTubechannel-By Maintainig and posting comments
2. Social media marketing:
3. (Facebook,Twitter,Google+,Linkedin,Quora,Yahooetc)
4. App commercial: Blackberry API
5. Insiders group.
6. Recruiters interview.
7. Promotion in Technical and Educational institutions: (Greater
Noida,Faridabad,Gurgaon,Delhi).Visited more than 50 institutes during
Internship.
8. Convincing the faculties to open up account in ApnaCircle, so that
students can connect them there.
9. Participating in annual fest .
10. Brand Ambassador: Competition with rewards (business
party,certificate)and measure(keyword tracking).
11. Job Event: Sponsored and hosted by ApnaCircle.com where all the
interested people can look for job opportunities.
http://hire.timesjobs.com/employer/jobfairs.html
12. During college fest, sponsoring, hosting small workshops on online
social media, or professional network by our own marketing team, with
minimal cost.
13. Recharge it now.com,creating application through it.
14. Online forums (Wikipedia)and discussions which should have content
of ApnaCircle.com
 Indian Online Market-

ASIA INTERNET USE, POPULATION DATAAND

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-4
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.ItLets you follow and connect with people/groups that interest you
– but are not necessarily your friends (as with Facebook). Authors, celebrities, co-
workers, colleges, organizationsetc.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.WhileTwitter 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-5 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
theadvertisers 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 thepeople. 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 brandsincluding 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 opinionfrom the online
respondents. The total population is social networking usercommunity, 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.

 Chapter-6

Results & Discussions

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 andadvertisements,
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 Twitter, 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 Orkutwhereas 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(Table 7).

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 andOrkut 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 advertisements in Face book

and Orkut.
NEED FOR THE STUDY

Social Media is the current big buzzword in the world of Internet Marketing, and with
good reason. It is already such a big part of the Internet culture. It is here to stay and
should be ignored by marketers, or indeed anybody, at their peril. It is important to
understand WHY people use these websites, as there is a broad demographic on these
sites. Some people use them for business purposes, to network and find new deals. Then
there are others who use social networking sites for purely personal reasons and are
totally oblivious to the fact that there is a business presence in the social networking
environment at all.

It is fascinating to see that there are so many different things going on in one place, and
even more incredible that they seem to all work in harmony.

To know:

How diversesocial networking community could be ?

Are we reaching the right audience, and if so, are we reaching them effectively?

To know the effectiveness of branding and communicating through SNS.

LIMITATIONS OF THE STUDY

Market research is conducted to various respondents so biases such as mood,

feelings act on research settings.

The responses from the respondents could be biased which ultimately

affects the results shown by marketing research.

This study limits to Noida & Greater Noida.

SCOPE OF THE STUDY

The study would help in gathering the opinion of people for social
networking sites, how do they use it, what are the things that they
do on social and professional networking sites and how these sites
help them in socializing with their personal and professional
contacts.

The study further helps in analyzing the benefits of promoting

through social media, identifying the benefits of branding and
promoting via SNS.

The study will help to formulate and implement Marketing strategies

for Branding, Promoting and communicating the information to the
customers through SNS.
Chapter-7
Conclusion
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 customers 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 brandthat
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.
Chapter-8
Annexure
QUESTIONNAIRE
Dear Sir/Madam

I am a student of Galgotias School of business, Galgotias University, 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.
Name:………………………………………………………….……………

Contact No: ……………………………………………………..

City: ………………………………………State: …………………………..

PART-A

1. Age
Below 30
30-40
40-50
Above 50

2. Educational Qualification
Undergraduate
Graduate
Post Graduate

4. Occupation

Business
Profession
Service
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…………

Orkut Face
book
Twitter
Others

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

Face book
Orkut
Twitter
Other
9. What kinds of ads have you come across in these sites?
Web banner
Pop ups Flash
ads Video ads
Others

10. Do you agree that the ads should appear on SNS?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

11. Have you ever accessed these ads coming on your way?
Often
Sometimes
Never
Depending on ads

12. What kinds of Brand communication attract you in SNS?

Interactive Flash ads
Banner ads
Games, quiz, updates
Video ads

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

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Charts and Tables-
Is Social Media Marketing Effective?
The rise of Social networking AD spending:
The Social Media Effect:
Chapter-9
Reference
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