Summer Internship Project Report On Understanding Social Habits of Young India at Ogilvyone, Gurgaon
Summer Internship Project Report On Understanding Social Habits of Young India at Ogilvyone, Gurgaon
Summer Internship Project Report On Understanding Social Habits of Young India at Ogilvyone, Gurgaon
On
In Partial Fulfillment of
PGDM – Batch XXV
Submitted to
Prof. Sunny Arora
I, Ms. Gul Rukh Siddiqui, Roll No. 251088, have completed my summer
Gurgaon, Haryana- 122002 and have submitted this project report entitled
requirements for the award of the Post Graduate Diploma in Management (FMG-25)
2016-2018.
This Report is the result of my own work, no part of it has earlier comprised any other
Signature:
2
Certificate
This is to certify that Ms. Gul Rukh Siddiqui, Roll No. 251088, has completed
her summer internship at OgilvyOne Worldwide, 7th floor, Global Business Park,
MG Road, Gurgaon, Haryana- 122002 and has submitted this project report entitled
requirements for the award of the Post Graduate Diploma in Management (FMG-25)
2016-2018.
This Report is the result of her own work and to the best of my knowledge, no part
Date:
Place:
————————————
3
Acknowledgment
“If we do not plant knowledge when young, it will give us no shade when we are old.”
I would like to thank OgilvyOne, Gurgaon for giving me the wonderful opportunity to
have been able to apply my theoretical knowledge in the practical domains of my work.
The success of any project is the result of hard work & endeavor of not one but many
people and this project is no different. I take this as an opportunity to appreciate that it
was an achievement to have succeeded in my final project, which would not have been
Finally, I am thankful to the entire Ogilvy team who has given me full support in
collecting the required information and provided continuous help during the project.
4
Table of Contents
A) Background ......................................................................................................... 8
B) Relevance ......................................................................................................... 14
D) Objectives ......................................................................................................... 29
C) Sampling ........................................................................................................... 35
Annexure ...................................................................................................................... 52
A) Questionnaire .................................................................................................... 52
B) References ........................................................................................................ 53
5
Executive Summary
Social media marketing refers to the process of gaining traffic or attention through social
media sites. It is done mainly to build brand awareness, highlight brand news, and build
young country, every third person in an Indian city today is a youth. In about seven
years, the median age of Indians will be 29 years, making it the youngest country in the
world. Indian youth also dominates the social media platforms of the country, making
The main objective of this project report was to study how various brands can facilitate
in maximizing their reach and engagement online by functioning as per the social media
The results of the study show that a lot of people agree that they are attracted to
posts that are attractive, that they can relate to, visually appealing posts and posts
with pictures. In line with the key trends, a majority (40%) of the respondents is
active on social media from 2 to 3 hours in a day and the social networking sites
mostly used are Instagram and Facebook. With the findings, it can be concluded
that 80% young respondent agree that Social Media Marketing affects their buying
The most important recommendation for all brands is to optimize their content on social
6
Chapter 1- Introduction
This chapter talks about Social media, a term used in abundance these days. As per an
article on the site Search Engine Land, “It can be described as the interaction between
groups or individuals in which they produce, share, and sometimes exchange ideas
This study was conducted because social networks can act as invaluable tools for
for two months, one realizes that social media impacts consumer buying behavior no
less, if not more, than traditional media. Brands achieve success through social media
marketing by assisting young professionals to market their skills and seek business
Brands these days constantly rely on social media for the marketing of their existing as
well as upcoming offerings. As per Sorav Jain, founder of echoVME (a digital marketing
consultancy), 93% of B2B marketers were using content marketing over traditional
marketing in 2016. They showcase campaigns, host contests, announce winners, etc. to
keep their customers updated and engaged in their latest happenings. Not only this,
7
1. A) Background
Ogilvy & Mather is a New York City-based advertising, marketing and public relations
which in 1964 became known as Ogilvy & Mather after merging with a New York City
agency that was founded in 1948 by David Ogilvy. It is part of the WPP (Wire and
Plastic Products) Group, which is by revenue one of the largest marketing and
communications companies in the world. The agency is known for its work with Dove,
David Ogilvy knew that engaging with customers individually was the most effective way
to help clients grow their business. He called it his “first love and secret weapon” when
David’s vision today is called “Customer Engagement”. As Ogilvy & Mather Direct has
grown into OgilvyOne, they have continued to embrace new channels, devices, data
and technologies.
Ogilvy helps its clients grow their businesses by helping them get to know their
customers better, because “Customer Engagement isn't about moments, it's about
relationships.” Better data and deeper insights reveal opportunities. Then creative and
analytics turn insights into measurable success and logical next steps.
8
Ogilvy & Mather has always looked for innovative and effective ways to create highly
personalized connections with customers and prospects. They marry data with creativity
STP, Ogilvy:
9
SWOT Analysis, Ogilvy:
At Ogilvy, we learnt the use of two social analytics tools that help companies like Ogilvy
analyse the actions of their clients’ competitors and their strategies and give useful
10
Crimson Hexagon
This social analytics tool helps brands understand their audience, identify growth
opportunities and improve their campaign strategies. It gives access to the biggest
social data library in existence, turns data into insights with the help of its very powerful
analysis platform and also gives a combined text and image analysis along with insights
on audience interests and sentiment analysis - what the audience liked about a brand
and what it didn’t by capturing positive and negative conversations made about it on the
11
A Snapshot of Crimson Hexagon Analysis Results:
12
Unmetric
This is another social analytics tool that enables brands to analyse their social media
content performance, discover creative inspiration for their content and track the social
media contents of competing brands. Unmetric plugs into leading marketing products to
complement and enhance existing data insights. It has partnered with Oracle,
13
1. B) Relevance
The impact of social networks on young people is significant. Children are growing up
surrounded by mobile devices and interactive social networking sites which have made
the social media a vital aspect of their life. Social network is transforming the manner in
which young people interact with their parents, peers, as well as how they make use of
technology.
More and more students are shunning newspapers, books and magazines and
consider social media as the best platform to find latest happenings, trends and new
information. Social Networking has changed the way the youth lives, socializes and
shares. It is a socially networked life. It has occupied an important place in our lives
which is obvious from our gestures of enquiring social networking IDs like Facebook ID,
Twitter handle, etc. and also mentioning some on our visiting cards as well. The bonus
of using these websites are a plenty, the youth recognizes those and uses it to its
potential. The evaporation of boundaries between friends and distant family, staying
connected at minimal extra cost, sharing your opinion and spreading it, (so many
successful online protests bear a testimony to that) and hence not being on a social
networking site is considered queer. The holiday’s people go to, the parties people
The benefits of social networking platforms vary based on platform type, features and
14
Some of the advantages of social media use by workplaces are that it:
delivery.
Allows employees to discuss ideas, post news, ask questions and share links.
Improves business reputation and client base with minimal use of advertising.
15
1. C) Literature Review
One of the main components of digital marketing is social media marketing which the
companies use to spread their message to a large mass of people. Digital marketing
differs from traditional marketing in a sense that it makes use of the channels and
methods that help the organizations to analyze marketing campaigns and understand
what is working and what isn’t, and all of this in real time.
Technology began to change very rapidly in the 20th Century. The first recognizable
social media site, Six Degrees, was created in 1997. It enabled users to upload a profile
and make friends with other users. In 1999, the first blogging sites became popular,
After the invention of blogging, social media began to explode in popularity. Sites like
Myspace and LinkedIn gained prominence in the early 2000s, and sites like
Photobucket and Flickr facilitated online photo sharing. YouTube came out in 2005,
creating an entirely new way for people to communicate and share with each other
By 2006, Facebook and Twitter both became available to users throughout the world.
These sites remain some of the most popular social networks on the Internet. Other
16
sites like Instagram, Snapchat, Tumblr, Spotify, Foursquare and Pinterest began
Today, there is a tremendous variety of social networking sites, and many of them can
be linked to allow cross-posting. This creates an environment where users can reach
communication.
17
Differences between Traditional Marketing and Digital Marketing:
18
Awards and Recognition:
Over a three-round process, judges choose the ECHO Award–winning direct marketing
campaigns based on total points received for overall creative concept, marketing
Cannes Lions
The Cannes Lions Awards are a benchmark for creative excellence, rewarding the best
Effie Awards
Awarded by the nonprofit company Effie Worldwide, the Effie Awards honor the most
professional marketing.
The DMA Createffect Awards, brought to Asia by DMAi, honors the world’s best
response marketing campaigns — campaigns that have raised the bar in terms of
19
DMA UK Awards
Judges choose the DMA UK Award–winning direct marketing campaigns based on total
points received for overall creative concept, marketing strategy and response results.
Caples Awards
Named after noted copywriter John Caples these awards honor the best in direct and
interactive marketing and celebrate the most creative marketing solutions around the
world.
Industry Overview:
The Advertising Industry is divided into two types of marketing services companies:
large international ad agency groups and other domestic-focused entities. While the two
types are quite different, they share a few characteristics. All of them help clients sell
Expenditures through newer media, the Internet for example, have grown much faster
as clients shift ad outlays away from older methods. But, in time, each new medium
The industry is not particularly capital intensive, since it contracts out what
20
expenditures are less than annual depreciation costs. Though, occasionally, there may
be some controversy over, for instance, a suggestive ad copy, spending to comply with
As only a few of the companies pay dividends, the group is generally not for income
seekers. But some of the stocks, from time to time, might offer above-average share-
price appreciation potential and appeal to aggressive investors. Those looking for
favorable long-term total returns may want to consider the largest international
companies.
Ogilvy & Mather was the first agency to experiment with digitally-driven Customer
Engagement when they formed the Interactive Marketing Group in 1983. They were first
Competitors:
DDB Mudra
DDB Mudra is among the top advertising agencies. It is the part of DDB Worldwide
Communications group. The company is owned by Omnicon group. The company has
India imparting education on advertising and communications. The company has all the
21
major clients like Volkswagen, Castrol, Future Group, etc. The first campaign of DDB
Mudra was for the brand Vimal. It has done various other successful campaigns for
Rasna with Tagline “I Love You Rasna”, LIC with tagline “Zindagi ke saath bhi, zindagi
Dentsu Inc as the name suggests is a Japanese PR and advertising agency. The
headquarters of the company are located in the Shiodome district of Minato, Tokyo. It
Mitsunaga.
FCB is among the top 10 advertising agencies. In 2006, major changes took place when
the company merged with Draft Worldwide. The company is owned by the Interpublic
group which also holds other advertising agencies including Publicis, Omnicom and
WPP. Since its inception, the company is doing successful advertising campaigns and
GroupM
GroupM is among the India’s top advertising companies. The headquarters of the
company are located in New York City. It has 400 offices worldwide. The company
provides advertising and media services in different departments- Media Buying, Media
22
Havas Worldwide
Formerly called as Euro RSCG, Havas Worldwide is the biggest integrated marketing
headquartered at New York. The company is working with the world’s largest brands
including The Humane Society of the United States, Unilever, LVMH, Lacoste, IBM,
JWT
JWT is holding its strong position among top ten advertising agencies since the last
advertising company. Its head office is located in New York City. The company is
present in 90 countries with 200 offices. It has made a remarkable presence in the
advertising sector.
Madison Communications
array of services related to communications. The key person of the company is Sam
Balsara.
McCann is among the top notch advertising companies. The advertising agency has
presence in 120 countries through its offices. It has created various popular campaigns
which are still fresh in the minds of audiences. It is behind the coco-cola popular slogan
23
Rediffusion – Y&R Pvt Ltd
Rediffusion – Y&R Pvt Ltd comes into the list of the top 10 advertising companies in
India. It is serving major companies. It has always done remarkable work in the field of
advertising.
Jank and Kannan (2005) elaborate on the understanding of the online customers’
preferences and choices that vary across geographical markets. This paper talks about
these choices that give useful insights of a product mix and the pricing decision as well.
The author explains how purchase rates vary across geographical markets and that the
Vien (2015) talks about the future of digital marketing and how several firms are
evaluating their marketing strategies. The organizations are moving towards having
digital techniques including online video, social media and content marketing.
Rad, Ghorabi, Rafiee and Vahid (2015) discuss about the ECRM that has emerged with
the evolution of traditional CRM. The article talks of finding market opportunities which
includes better communication and interaction with the customers in the form of ORM
as well. ECRM also offers customer storage data which benefits the firms and they gain
24
competitive advantage. It also talks about the challenges that the firms face while
implementing ECRM.
Vien (2015) emphasizes on the impact of digital marketing on the firms present in the
U.S. The focus is on re-evaluating the marketing techniques and to incorporate digital
marketing techniques such as online video, social media, and content marketing.
Comparison between the traditional and current marketing techniques is also made in
Yasmin, Tasneem and Fatema (2015) talk about the impact of digital marketing on both
the marketers and consumers as well as the challenges and opportunities faced by the
marketers. The article talks about the importance of digital marketing and how is it used
Gould (2016) focuses on internet marketing strategies and the plans that the
growing day by day because the information nowadays is easily available on the
internet. The cost of doing business related to internet marketing has also reduced. The
25
author explains how consumers feel comfortable with online purchasing due to which
internet marketing has become a major part of the companies’ advertising strategies.
The communication through internet marketing spreads so fast that even the companies
find it a good medium for marketing. There are many opportunities for Internet
Marketing that have been explained in the article such as companies getting a global
market. The companies can also analyze the products and people’s behavior towards
their products. The article also explains marketing tools which are direct marketing,
advertising, and public relations. The author also tells about the features of internet and
also its benefits which the user can enjoy. He concludes that internet marketing has still
not completely taken over traditional marketing and that it has its own place in the
market.
Kreshel, Lancaster and Toomey (2013) talk about recent developments in media
planning theory and how they suggest that an important element of the media decision-
making process should be the evaluation of reach and frequency in terms of advertising
advertising agencies is the topic of the article. Over 90 media directors provide
information concerning a number of media planning practices. These include the extent
to which communication effects data used in evaluating media plans, the adequacy of
various commercial sources of such data, and whether communication effects data
impact.
26
The relative impact of brand communication on brand equity through social media, if
not lower, is almost as much as that of traditional media. Both of the communication
instruments have an impact on consumer‐based brand equity; one can be called the
communication.
Facebook and Twitter. Companies see their brand marketing power devolve to the
consumer through social media platforms. Along with that, it offers valuable insights
Affiliate Marketing
In this type of marketing, a business rewards its affiliates for each registration/lead of
affiliate brought by the affiliate’s own marketing efforts. There are four important parts in
affiliate marketing namely, retailer, network, publisher, and the customer. ‘Networks’ is
used as an intermediary and it has multiple publishers which are used to send out
27
Some terms related to Social Media Marketing:
Engagement: the number of interactions people have with its content (i.e.: likes,
User Generated Content (UGC) is the term used to describe any form of content such
as video, blogs, discussion form posts, digital images, audio files, and other forms of
media that was created by consumers or end-users of an online system or service and
Topicals
a topic that's currently in the news. TV comedians often use topical humor,
making jokes about a currently popular movie or the latest political scandal-if
possible, one that just broke that same day. Topical humor has a short lifespan,
though, because the news keeps changing and the new hot topics just keep
coming.
28
Online Reputation Management
Online Reputation Management (ORM) is the practice of crafting strategies that shape
Internet. It helps drive public opinion about a business and its products and services.
It is another important tool of social media and typically means taking control of the
online conversation. Its techniques and strategies ensure that people find the right
materials when they look for brands on the Internet. Done well, online reputation
29
Despite the popular use of social media by consumers and marketers, there hasn’t been
much research conducted in this regard. This research was conducted to study the
makes online. Community contents from consumers (user-generated content, i.e., UGC)
and marketers (marketer-generated content, i.e., MGC) both help brands increase their
popularity. Informative and persuasive nature of UGC and MGC coupled with relevant
demographics, etc. affect consumer purchase behavior as well, apart from traditional
30
1. D) Objectives
engagement online by functioning as per the social media habits of the youth
in India,
ii) to see how brands gain competitive advantage by talking about what matters
iii) to understand how brands carry out their campaigns effectively using social
iv) to know how brands use various tools in order to analyze their competitors’
31
Chapter 2 - Methodology
This chapter deals with collecting data and consists of the following sub-sections:
Project design, data collection methods, sampling and analysis. Methodology helps us
to conduct a survey and then the analysis of findings to come to a conclusion which is
based on various questions related to the organization and its use of social media, and
consumer behaviour.
The research is also done on how one of the three main pillars of digital marketing, i.e.,
2. A) Project Design
few or no earlier studies to refer to. The focus is on gaining insights and
ii) Experimental design is needed for rigourous analysis. If one doesn't spend
time thinking about the types of observations to be made, the likely outcomes,
and how one can evaluate the data to differentiate statistically between
32
outcomes, one might fail to carry out experiments that can actually provide
informative data.
accurate way. More simply put, descriptive research is all about describing
people who take part in the study. There are three ways a researcher can go
participants.
individuals.
This study was based on the Descriptive Research (Survey) method. The sample size
33
2. B) Data Collection Methods
Data for any study can be collected in two ways, which are as follows:
Secondary research has been conducted on the basis of the research papers and
articles that have been written on digital marketing, social media marketing campaigns
and ORM.
A questionnaire was constructed in order to successfully carry out the primary research.
A survey was conducted and the sample size was 50. Most of the target group for the
research was between the age group of 18-25 years, followed by 26-40 years.
For this study, data sets were generated using a standardized online‐survey. The
analysis of the data obtained was then conducted to investigate the interplay of
social media and traditional media. The online questionnaire was sent to 50
respondents belonging to different strata of age groups, both male and female, and
34
2. C) Sampling
phenomenon occurs within a given sample. Such studies are also very useful for
Friends, relatives, neighbors or acquaintances were all asked to fill the questionnaire.
4 people, i.e. 8% belonged to the category of less than 18 years. 36 (72%) belonged to
the age-group between 18-25 years and 10 (20%) were from the category of 26-40.
60%, i.e., 30 were male while 40% (20) were female. While 64% belonged to the
student category, 26% were working professionals, 8% were into business and 2%
others. The results and findings shall be discussed in the further sections.
35
Chapter 3 - Results and Discussion
In this section, the results of the study shall be discussed. Conducting a survey on
Social Media Marketing has given us a more or less complete understanding of the
key trends going on in the current world of internet. Discussed below are some of
Q1.
social media everyday, while another 24% spent between 3-5 hours. 20% of the
respondents spent less than one hour. Moreover, 16% of the respondents spent
36
Q2.
An astounding 88% of the respondents used Instagram frequently while 76% were
Facebook users. 40% also used LinkedIn and only 12% were active on Twitter. Only
37
Q3.
When asked whether Traditional media affected their buying behaviour more or
Social media, 30% went with Traditional media while 80% agreed with Social Media.
38
Q4.
78% respondents said they had purchased products or services after coming to
39
Q5.
Whereas 72% respondents did use social media to know more about a product
before buying it, 28% said they did not use social media for the same.
40
Q6.
More than 30 people out of 50 strongly agreed that articles and posts that are
creative and related to their field of interest grab their attention the most. A good
41
A high number of people were generally neutral to posts that appeared on top of
their Newsfeeds. People also liked engaging, easy to understand posts and posts
A lot of people also agreed with posts that were attractive, that they could relate to,
42
Respondents were mostly neutral towards posts that involved tagging or asked for
their involvement, with some even showing disapproval towards the same.
People showed a lot of interest in posts related to current events or news. People
43
Posts with videos were also appreciated, while one of the respondents strongly
disagreed to them.
Finally, the results tell us that in order for brands to understand which social media
channels are most effective for reaching their market segment, they need to first explore
how they use social media. Social Media is a powerful weapon, if companies utilize it
effectively to its maximum potential, it can give them an idea about the magnitude of
their brand followers, the visibility of their products which they have introduced in the
market, and TOMA (Top of Mind Awareness) as today’s youth is majorly involved in
Social Media. We can also say that the more a brand is visible and active on social
media (by way of its campaigns and other activities), the more can the audience
remember and recall it and its products/ services easily. Lack of a brand’s presence on
social media puts it at a threat of it being substituted by its competitors, leading it to lose
its target audience. As social media is getting increasingly popular with millions of users
connecting within and beyond the platforms, it is important for brands to understand the
effects of social media to identify its potential benefits and the costs it has on them.
44
Chapter 4 – Conclusions and Recommendations
In India, most of the audience on Social Media consists of the youth. As per
Livemint, an E-Paper, College students (33%) form the largest demographic of active
social media users in India. They are the drivers of social media campaigns carried
out by companies. For many connected users in India, access to the Internet is
primarily for accessing social media networks. According to a report by the Internet and
Mobile Association of India (IAMAI), 66% of the 180 million Internet users in urban India
regularly access social media platforms. The most popular activities on social media
include maintaining one’s own virtual profile on the likes of Instagram, Facebook and
Twitter, posting and sharing an update as well as replying to something a friend has
posted.
The results of the study show that both traditional communications and social media
influence brand image. This study also refutes the belief that only traditional media
45
Interactive posts help brands in increasing their engagement by as many as three -
This Honda post proves all the points talked about in the findings and results
appealing and also featured a picture. And because of these attributes, it got liked
almost 30,000 times on Facebook and was shared nearly 150 times. This post was
so engaging that the number of Honda’s Facebook page followers doubled within
46
The success of any social media campaign depends on its execution- which varies
from company to company based on a firm’s target group (TG), platform used and
the objective of the campaign. Both brand equity and brand attitude have a positive
With this conclusion in place, it is recommended that brands keep in mind that most
of their audience here India comprises the youth and their content should be youth
oriented if they wish to reap the maximum benefits of Social Media Marketing.
47
Chapter 5 - Limitations
Social media marketing, too, isn’t without its flaws. Just as quickly as users can share a
brand’s content on social media, they can choose to share an unflattering story about it
as well.
Negative Feedback
This is the biggest drawback of Social Media Marketing. Good reviews travel fast but
bad reviews travel much faster. Social media users have free rein to post whatever they
want. This means that satisfied customers can leave glowing reviews on brands’ pages,
but it also means that unhappy ones can leave angry rants about a business. This
negative feedback can sometimes even come from within an organization. Disgruntled
employees have been known to vent on social media about work and their bosses,
It’s easy to get caught up in social media and post whatever comes to mind, which can
have huge consequences for any business. For companies with a large audience,
mistakes don’t go unnoticed. Thanks to social media users’ quick reactions and
48
Time Intensive
It takes a lot of time and effort to maintain an interactive social media presence. If a
company has a small team or limited resources, it is sometimes difficult to devote the
needed resources to social media. People have to monitor each social network,
respond to questions and feedback, and post valuable updates. While some people
may view this as a drawback, investing time into social media can help a business
create lasting relationships with customers that will keep them coming back for years to
come.
49
Chapter 6 - Further Scope of Study
Social media has fundamentally changed the way businesses interact with customers
and the public at large. What started as an innovative way to approach the marketplace
has become an essential tool for marketing, public relations, and customer service.
The scope of Social Media Marketing in India is tremendous, coupled with that,
the pace and understanding of the domain is low which means the firms which
are quick to act and adapt it in their marketing strategies would gain a
Marketing managers still need to realize the potential of social media over
this report.
A lot of questions are being asked about ROI and that is holding them to make
50
However, India is a market, which once convinced, adopts newer technologies
and business models very fast. Hence once marketing managers are
initiatives and outlook. Even till today a lot of brands have done some exciting
things for Indian audiences on social web like jaagore.com, and “Sunsilk Gang
of Girls”.
51
Annexure
52
B) References
http://searchengineland.com/guide/what-is-social-media-marketing accessed on
http://www.mbaskool.com/brandguide/media-and-entertainment/6447-ogilvy-a-
http://www.ey.com/Publication/vwLUAssets/EY-social-media-marketing-india-
trends-study-2014/$FILE/EY-social-media-marketing-india-trends-study-2014
http://www.livemint.com/Politics/FqcL24fK5aQ68qC6KzohJO/Social-media-in-
http://study.com/academy/lesson/descriptive-research-design-definition-
53