Project report on social media marketing
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May 22, 2018
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About This Presentation
Project report on social media marketing in today' business
Slide Content
1
PROJECT REPORT
On
“SOCIAL MEDIA MARKETING IN TODAY’S BUSINESS ”
Submitted to the Uttaranchal University in partial fullfillment of the
requirements for the award of the Degree of
B.Com (Honours)
Submitted by
Student Name: KUSHAL SINGH TOMAR
(Enrollment No.: 15221200074)
Under the Guidance of
Dr.Sidheswar Patra,
Asst. Professor
(Batch: 2015-2018)
UTTARANCHAL INSTITUTE OF MANAGEMENT
UTTARANCHAL UNIVERSITY, DEHRADUN
PROJECT REPORT
On
“SOCIAL MEDIA MARKETING IN TODAY’S BUSINESS ”
Submitted to the Uttaranchal University in partial fullfillment of the
requirements for the award of the Degree of
B.Com (Honours)
Submitted by
Student Name: KUSHAL SINGH TOMAR
(Enrollment No.: 15221200074)
Under the Guidance of
Dr.Sidheswar Patra,
Asst. Professor
(Batch: 2015-2018)
UTTARANCHAL INSTITUTE OF MANAGEMENT
UTTARANCHAL UNIVERSITY, DEHRADUN
2
Uttaranchal Institute of Management
Uttaranchal University
Dehradun
CANDIDATE’S DECLARATION
I, Kushal Singh Tomar hereby declare that the Dissertation, entitled “Social Media
Marketing In Today’s Business”, submitted to the Uttaranchal University, Dehradun
in partial fulfillment of the requirements for the award of the Degree of B.Com. (Honours)
is a record of original research work undergone by me under the supervision and guidance
of Dr. Sidheswar Patra , Uttaranchal Institute of Management, Uttaranchal University,
and it has not formed the basis for the award of any Degree/Fellowship or other similar
title to any candidate of any University/Institution.
Date:23-04-2018
Signature of the Student
This is to certify that the statement made by the candidate is true to the best of my
knowledge and belief.
Signature of Guide
Date: Dr. Sidheswar Patra
Assistant Professor
Countersigned
Dean
Uttaranchal Institute of Management
Uttaranchal University
Dehradun
CANDIDATE’S DECLARATION
I, Kushal Singh Tomar hereby declare that the Dissertation, entitled “Social Media
Marketing In Today’s Business”, submitted to the Uttaranchal University, Dehradun
in partial fulfillment of the requirements for the award of the Degree of B.Com. (Honours)
is a record of original research work undergone by me under the supervision and guidance
of Dr. Sidheswar Patra , Uttaranchal Institute of Management, Uttaranchal University,
and it has not formed the basis for the award of any Degree/Fellowship or other similar
title to any candidate of any University/Institution.
Date:23-04-2018
Signature of the Student
This is to certify that the statement made by the candidate is true to the best of my
knowledge and belief.
Signature of Guide
Date: Dr. Sidheswar Patra
Assistant Professor
Countersigned
Dean
3
EXECUTIVE SUMMARY
Introduction: Social media has gained importance and acceptance at a very past pace. It has
become an avenue to share one’s personal and professional life. The usage of social media as
a marketing tool is already implemented by many businesses. This reports analysed how
effectively social media be used as a marketing tool. The comparison of social media versus
traditional media for marketing was studied and advantages and disadvantages of both are
compiled. This report also analysed how small business start-ups can benefit from the ever
growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews,
online survey and so on from the. Further official social media pages of various companies on
Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social
Media marketing has wider market appeal and is relatively cheaper than traditional
advertisements. With a huge number of audiences and high customisability of social media
for required content, social media marketing emerges as an exciting and effective tool for
marketing.
EXECUTIVE SUMMARY
Introduction: Social media has gained importance and acceptance at a very past pace. It has
become an avenue to share one’s personal and professional life. The usage of social media as
a marketing tool is already implemented by many businesses. This reports analysed how
effectively social media be used as a marketing tool. The comparison of social media versus
traditional media for marketing was studied and advantages and disadvantages of both are
compiled. This report also analysed how small business start-ups can benefit from the ever
growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews,
online survey and so on from the. Further official social media pages of various companies on
Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social
Media marketing has wider market appeal and is relatively cheaper than traditional
advertisements. With a huge number of audiences and high customisability of social media
for required content, social media marketing emerges as an exciting and effective tool for
marketing.
4
ACKNOWLEDGE MENT
I express my profound gratitude and indebtedness to DR. SIDHESWAR PATRA, assistant
professor, Uttaranchal institute of management, Dehradun for his exemplary guidance,
valuable feedback and constant encouragement throughout the duration of the report. His
valuable suggestion were of immense help throughout my project work. His perception
criticism kept me working to make this report in a much better way. Working under him was
an extremely knowledgeable experience for me.
I would also like to give my sincere gratitude to my friends and colleagues who help me in
collecting information and preparing this report.
DATE – 23/04/2018 KUSHAL SINGH TOMAR
ACKNOWLEDGE MENT
I express my profound gratitude and indebtedness to DR. SIDHESWAR PATRA, assistant
professor, Uttaranchal institute of management, Dehradun for his exemplary guidance,
valuable feedback and constant encouragement throughout the duration of the report. His
valuable suggestion were of immense help throughout my project work. His perception
criticism kept me working to make this report in a much better way. Working under him was
an extremely knowledgeable experience for me.
I would also like to give my sincere gratitude to my friends and colleagues who help me in
collecting information and preparing this report.
DATE – 23/04/2018 KUSHAL SINGH TOMAR
5
TITLE PAGE NO.
Title Page
--
Certificate of Originality (Duly Signed) --
Executive Summary
(i)
Acknowledgement
(ii)
Table of Contents
(iii)
Chapter 1: Introduction 06
Chapter 2: Rationale of the Study 19
Chapter 3: Literature Review 34
Chapter 4: Objectives and Research Methodology 41
Chapter 5: Data Analysis and Interpretation 45
Chapter 6: Conclusion 48
References 50
TITLE PAGE NO.
Title Page
--
Certificate of Originality (Duly Signed) --
Executive Summary
(i)
Acknowledgement
(ii)
Table of Contents
(iii)
Chapter 1: Introduction 06
Chapter 2: Rationale of the Study 19
Chapter 3: Literature Review 34
Chapter 4: Objectives and Research Methodology 41
Chapter 5: Data Analysis and Interpretation 45
Chapter 6: Conclusion 48
References 50
6
CHAPTER -1 INTRODUCTION
CHAPTER -1 INTRODUCTION
7
CHAPTER – 1 INTRODUCTON
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, launch
CHAPTER – 1 INTRODUCTON
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, launch
8
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.
3.1 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).
3.1.2 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)
3.1.3 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)
3.1.4 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)
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.
3.1 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).
3.1.2 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)
3.1.3 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)
3.1.4 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)
9
3.1.5 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.
3.1.5 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.
10
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.
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.
11
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
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
12
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
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
13
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.
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.
14
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
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
15
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.
16
· 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
· 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
17
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.
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.
18
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.
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.
19
CHAPTER-2 RATIONAL STUDY OF SOCIAL MEDIA
MARKETING IN TODAY’S BUSINESS
CHAPTER-2 RATIONAL STUDY OF SOCIAL MEDIA
MARKETING IN TODAY’S BUSINESS
20
Why Is Social Media MARKETING Important TO BUSINESS?
Why is social media marketing important to businesses? Because your brand doesn’t really
exist online if you’re not represented across all social channels – and regularly interacting
with your followers, journalists who cover your industry, thought leaders and tastemakers,
etc.
Here’s one very important reason you may not have considered — it’s fun! Hosting a
Twitter chat to celebrate a new product launch, getting your geek on while you A/B test
Facebook ads, or sharing pop-culture polls for your followers to weigh in on — these are
all activities that build brand awareness, boost web traffic and lead to loyal customers. But
unlike many traditional marketing tactics with the same goals, these tasks are actually fun
in addition to driving real value for your company.
It’s 2017 and social media is growing at warp speed. With more and more people joining
social media sites and using them regularly/efficiently, the social media industry is bound
to become bigger in the coming years. It’s booming like never.
Yes, the social media wave isn’t ending anytime soon. And your business should take
advantage of it if you want it to survive.
With such amazing growth, every business today needs to leverage proper social media
channels in the best possible way. Not because it’s the “in thing”, and not because it sounds
simple, but because their target audience is hanging around the popular social networks.
And they’re engaging with their favorite brands and connecting with them on different
levels.
By giving your business brand the social media touch, you not only generate more business
but also connect with your customers better and serve them on a higher level. It actually
makes your online marketing easier.
According an info graphic published by Ambassador, 71% of consumers are more likely to
recommend a brand to others if they have a positive experience with it on social media.
Here are some more social media statistics that prove beyond doubt that your business needs
to leverage sites like Facebook, Twitter and LinkedIn to keep up with the competition.
The number of social media-using adults has gone from 7% in 2005 to 69% just ten
years later.
Social media use on mobile devices is seeing a 30% growth every year.
2 million business today use Facebook advertising for promoting their products and
services.
Why Is Social Media MARKETING Important TO BUSINESS?
Why is social media marketing important to businesses? Because your brand doesn’t really
exist online if you’re not represented across all social channels – and regularly interacting
with your followers, journalists who cover your industry, thought leaders and tastemakers,
etc.
Here’s one very important reason you may not have considered — it’s fun! Hosting a
Twitter chat to celebrate a new product launch, getting your geek on while you A/B test
Facebook ads, or sharing pop-culture polls for your followers to weigh in on — these are
all activities that build brand awareness, boost web traffic and lead to loyal customers. But
unlike many traditional marketing tactics with the same goals, these tasks are actually fun
in addition to driving real value for your company.
It’s 2017 and social media is growing at warp speed. With more and more people joining
social media sites and using them regularly/efficiently, the social media industry is bound
to become bigger in the coming years. It’s booming like never.
Yes, the social media wave isn’t ending anytime soon. And your business should take
advantage of it if you want it to survive.
With such amazing growth, every business today needs to leverage proper social media
channels in the best possible way. Not because it’s the “in thing”, and not because it sounds
simple, but because their target audience is hanging around the popular social networks.
And they’re engaging with their favorite brands and connecting with them on different
levels.
By giving your business brand the social media touch, you not only generate more business
but also connect with your customers better and serve them on a higher level. It actually
makes your online marketing easier.
According an info graphic published by Ambassador, 71% of consumers are more likely to
recommend a brand to others if they have a positive experience with it on social media.
Here are some more social media statistics that prove beyond doubt that your business needs
to leverage sites like Facebook, Twitter and LinkedIn to keep up with the competition.
The number of social media-using adults has gone from 7% in 2005 to 69% just ten
years later.
Social media use on mobile devices is seeing a 30% growth every year.
2 million business today use Facebook advertising for promoting their products and
services.
21
Let’s now look into the importance of social media in business by analyzing its advantages.
#1: Leverage Social Advertising
Social media advertising may be the new kid on the block, but it’s growing faster than
imagined. Take Facebook Ads for example. Even though the social network launched ads n
2005, it managed to reach 9.16B in ad revenue in the first quarter in 2017. This just goes on
to show that social advertising is here to stay — for a long, long time.
Let’s now look into the importance of social media in business by analyzing its advantages.
#1: Leverage Social Advertising
Social media advertising may be the new kid on the block, but it’s growing faster than
imagined. Take Facebook Ads for example. Even though the social network launched ads n
2005, it managed to reach 9.16B in ad revenue in the first quarter in 2017. This just goes on
to show that social advertising is here to stay — for a long, long time.
22
As more and more businesses successfully experiment with digital advertising, they’re
realizing that taking the social media advertising route makes total sense. Here’s why:
Lower ad costs: When compared to traditional advertising methods such as print
media, TV and radio advertising, social ads are not only dependable, but also
cheaper. What’s more, you’re allowed to engage on various social media channels
for free before scaling with paid ads. You’re free to grow on your own, at your own
pace.
Targeted reach: Traditional advertising doesn’t give you the luxury to reach out to
your target audience the way social media ads do. It simply doesn’t work that way.
When you’re doing offline advertising, you’re taking the blind, shotgun approach
where your returns are dismal even if you’re making big investments. Using social
media ads you reach out to targeted prospects, increase your conversions and
ultimately get a higher return on investment.
Real-time performance analysis: Knowing if your ad is working or not is integral in
order to improve it. When you’re doing any type offline advertising, you’re unable
to analyze the performance of your ad campaign. Which cripples massively cripples
your efforts. Social media ads on the other hand allow you to constantly keep track
of how well (or how bad) your ad is performing. You’re able to change your ad on
the fly and instantaneously see the results.
As more and more businesses successfully experiment with digital advertising, they’re
realizing that taking the social media advertising route makes total sense. Here’s why:
Lower ad costs: When compared to traditional advertising methods such as print
media, TV and radio advertising, social ads are not only dependable, but also
cheaper. What’s more, you’re allowed to engage on various social media channels
for free before scaling with paid ads. You’re free to grow on your own, at your own
pace.
Targeted reach: Traditional advertising doesn’t give you the luxury to reach out to
your target audience the way social media ads do. It simply doesn’t work that way.
When you’re doing offline advertising, you’re taking the blind, shotgun approach
where your returns are dismal even if you’re making big investments. Using social
media ads you reach out to targeted prospects, increase your conversions and
ultimately get a higher return on investment.
Real-time performance analysis: Knowing if your ad is working or not is integral in
order to improve it. When you’re doing any type offline advertising, you’re unable
to analyze the performance of your ad campaign. Which cripples massively cripples
your efforts. Social media ads on the other hand allow you to constantly keep track
of how well (or how bad) your ad is performing. You’re able to change your ad on
the fly and instantaneously see the results.
23
Last but not the least, it’s important for businesses of all types to understand that social
media ads are only getting bigger and smarter. Social media advertising is where the future
is headed. It’s the new wave. The question is, are you a part of it?
#2: Boost Brand Awareness
Social media proves to be a powerful tool when it comes to growing your brand awareness.
There are businesses who dismiss it as a way to build a brand, but by doing that, they’re
leaving an open ground for competitors. On the other hand, many reputable chief marketing
officers agree that social media has a definite impact on brand awareness.
Increasing your brand awareness via social media isn’t rocket science. Here are a few tips
on how you can do so.
1. Find Your Audience: Before you start focusing on a particular social platform, find
out whether your target audience is on it. You can do this by searching for relevant
conversations about your product or industry. For example, a B2B company may
find their audience on LinkedIn rather than Facebook. Don’t just assume or follow
other brands.
2. Use Visuals: Once you know where your target audience is, it’s time to grab their
attention by using eye-catching visuals with your content. Images and videos play a
big role in helping you grow your brand awareness on social media channels.
Because they not only increase engagement but also boost social shares.
3. Create Conversations: Social media is all about building conversations. If you use
these social platforms for one-way communication, you’ll only grab so much
Last but not the least, it’s important for businesses of all types to understand that social
media ads are only getting bigger and smarter. Social media advertising is where the future
is headed. It’s the new wave. The question is, are you a part of it?
#2: Boost Brand Awareness
Social media proves to be a powerful tool when it comes to growing your brand awareness.
There are businesses who dismiss it as a way to build a brand, but by doing that, they’re
leaving an open ground for competitors. On the other hand, many reputable chief marketing
officers agree that social media has a definite impact on brand awareness.
Increasing your brand awareness via social media isn’t rocket science. Here are a few tips
on how you can do so.
1. Find Your Audience: Before you start focusing on a particular social platform, find
out whether your target audience is on it. You can do this by searching for relevant
conversations about your product or industry. For example, a B2B company may
find their audience on LinkedIn rather than Facebook. Don’t just assume or follow
other brands.
2. Use Visuals: Once you know where your target audience is, it’s time to grab their
attention by using eye-catching visuals with your content. Images and videos play a
big role in helping you grow your brand awareness on social media channels.
Because they not only increase engagement but also boost social shares.
3. Create Conversations: Social media is all about building conversations. If you use
these social platforms for one-way communication, you’ll only grab so much
24
attention. Instead, talk and listen. Get involved. Showcase your personality by
conversing, tagging and mentioning others.
4. Measure Your Efforts: Don’t just aim in the dark. Use the tracking tools provided
by the platforms (eg: Facebook Page Insights) along with other external tools such
as URL shorteners, Google Analytics, etc. to measure your social media activity.
Use the insights you gain to understand what’s working so that you can optimize
your efforts and build a stronger brand with social media.
5. Build Authority: If you want a higher engagement rate along with better brand
awareness, then work on building your authority by sharing real value. Along with
borrowed content, your content you post should also have something original, as it
adds to your credibility.
Remember, every single step that you take to increase brand awareness with social media
will impact the overall growth of your business in the long run.
#3: Increase Inbound Traffic
Inbound marketing is one of the most effective ways to generate targeted traffic to your
website. It’s the kind of traffic that actually converts because it’s super relevant. However,
if you leave you ignore the importance of social media in business, you will be limited to
your inner circle of customers or the people that are already familiar with your market or
brand.
By putting in more effort in social media promotion, you create a whole new channel to
draw in laser targeted inbound traffic and get more inbound links.
attention. Instead, talk and listen. Get involved. Showcase your personality by
conversing, tagging and mentioning others.
4. Measure Your Efforts: Don’t just aim in the dark. Use the tracking tools provided
by the platforms (eg: Facebook Page Insights) along with other external tools such
as URL shorteners, Google Analytics, etc. to measure your social media activity.
Use the insights you gain to understand what’s working so that you can optimize
your efforts and build a stronger brand with social media.
5. Build Authority: If you want a higher engagement rate along with better brand
awareness, then work on building your authority by sharing real value. Along with
borrowed content, your content you post should also have something original, as it
adds to your credibility.
Remember, every single step that you take to increase brand awareness with social media
will impact the overall growth of your business in the long run.
#3: Increase Inbound Traffic
Inbound marketing is one of the most effective ways to generate targeted traffic to your
website. It’s the kind of traffic that actually converts because it’s super relevant. However,
if you leave you ignore the importance of social media in business, you will be limited to
your inner circle of customers or the people that are already familiar with your market or
brand.
By putting in more effort in social media promotion, you create a whole new channel to
draw in laser targeted inbound traffic and get more inbound links.
25
For example, having an active blog makes it easy for you to connect with your audience
with the help of fresh content. But by having them share this content (on the right time) on
Twitter or Facebook increases your reach 10X. You’re suddenly reaching out to a bigger
audience that may like plus share your content, follow your brand and ultimately become a
customer.
Similarly, people that are already actively searching for keywords related to your product
or service are a smaller percentage than those who aren’t. Social media helps you connect
to this larger, untapped segment of the market.
To help you understand, here’s the amount of referral traffic social media management
platform Buffer generates by creating and sharing quality content on some of the biggest
social media networks:
By using social media, you diversify your marketing efforts in more than one way. You
don’t reach out to just one type of crowd, but connect to a versatile customer base. Which
is crucial to for your brand to make a mark in your niche.
For instance, serious professionals may find your website via LinkedIn while the younger
crowd or the millennials may find you on Instagram. Each piece of social media content
that you create is a new door for new customers to enter. It’s a different opportunity for you
to connect.
Ultimately, it boils down to creating enough high quality content that you can post on social
media sites, and in the process attract high-converting inbound traffic.
#4: Improve Search Engine Optimization
Every seasoned social media marketer knows that there is some connection between social
media and search engine optimization. While Google has clearly stated that it does take
“social signals” into consideration when ranking a page, there’s more to it.
For example, having an active blog makes it easy for you to connect with your audience
with the help of fresh content. But by having them share this content (on the right time) on
Twitter or Facebook increases your reach 10X. You’re suddenly reaching out to a bigger
audience that may like plus share your content, follow your brand and ultimately become a
customer.
Similarly, people that are already actively searching for keywords related to your product
or service are a smaller percentage than those who aren’t. Social media helps you connect
to this larger, untapped segment of the market.
To help you understand, here’s the amount of referral traffic social media management
platform Buffer generates by creating and sharing quality content on some of the biggest
social media networks:
By using social media, you diversify your marketing efforts in more than one way. You
don’t reach out to just one type of crowd, but connect to a versatile customer base. Which
is crucial to for your brand to make a mark in your niche.
For instance, serious professionals may find your website via LinkedIn while the younger
crowd or the millennials may find you on Instagram. Each piece of social media content
that you create is a new door for new customers to enter. It’s a different opportunity for you
to connect.
Ultimately, it boils down to creating enough high quality content that you can post on social
media sites, and in the process attract high-converting inbound traffic.
#4: Improve Search Engine Optimization
Every seasoned social media marketer knows that there is some connection between social
media and search engine optimization. While Google has clearly stated that it does take
“social signals” into consideration when ranking a page, there’s more to it.
26
Here’s how understanding the importance of social media in business and working on it can
help improve your SEO.
1. Higher Chances to be Found via Web Search According to Matt Cutts, the former
spam head of Google, social shares have no impact on your website’s ranking. But,
it’s a fact that social media properties do dominate the front of the search engine
result pages for brand names. Which means, social media profiles indeed have the
power to rank in the top 10 results. Social media profiles are a great way to connect
to your prospects and customers. They work as a doorway to your business website
because they show your human side. They not only inform the searcher about your
business, but also help them become a part of your conversations.By optimizing your
social profiles and by keeping them fresh with the right content, you create a stronger
presence on the web. You get more exposure. And you have multiple channels to
draw people towards your business.
2. Ability to Reach More People Via Social Media SearchPeople are no longer
dependent on Google search when they need to connect to something or someone.
Today, search is not limited to the mighty web search engines. It has moved beyond,
which is why social media platforms such as Facebook and Twitter are the new
search engines.
There is massive amounts of content being created and shared on the social web.
Here’s how understanding the importance of social media in business and working on it can
help improve your SEO.
1. Higher Chances to be Found via Web Search According to Matt Cutts, the former
spam head of Google, social shares have no impact on your website’s ranking. But,
it’s a fact that social media properties do dominate the front of the search engine
result pages for brand names. Which means, social media profiles indeed have the
power to rank in the top 10 results. Social media profiles are a great way to connect
to your prospects and customers. They work as a doorway to your business website
because they show your human side. They not only inform the searcher about your
business, but also help them become a part of your conversations.By optimizing your
social profiles and by keeping them fresh with the right content, you create a stronger
presence on the web. You get more exposure. And you have multiple channels to
draw people towards your business.
2. Ability to Reach More People Via Social Media SearchPeople are no longer
dependent on Google search when they need to connect to something or someone.
Today, search is not limited to the mighty web search engines. It has moved beyond,
which is why social media platforms such as Facebook and Twitter are the new
search engines.
There is massive amounts of content being created and shared on the social web.
27
This content can easily be discovered by users with the help of keyword search,
hashtags, etc. When people search for the type of content you’re publishing on your
social media page, you may win new fans that want to follow, connect and do
business with you.
It’s just not about the content, but also about the content producer, which is you.
When people see great content being created and shared, they’re curious about who’s
behind it. This may lead them to look you up on LinkedIn and learn more about your
business.
Being a business it’s important that you take the necessary steps to stand out from
other competing social media profiles and avoid have duplicate accounts.
The social media world is evolving and is so is the SEO arena. And there are high chances
that social signals may start having affect on your rankings. So why not be prepared by
building your social media presence with valuable content?
#5: Increase Conversion Rates
Social media is great for capturing targeted leads for your business, but it doesn’t stop there.
Getting quality leads is only one part of the equation. The other part is converting those into
sales.
Can social media help you increase your conversion rates? Does it have the ‘x’ factor when
it comes to giving you the ground to achieve more sales?
The answer is a resounding yes, but only, if you do it the right way. Here are some ways
you can use social media for better conversion rates.
1. Use It for Social Proof According to Wikipedia, “Social proof, also known as
informational social influence, is a psychological phenomenon where people assume
the actions of others reflect correct behavior for a given situation.” In simple terms,
people do what others do. They like to believe what the majority likes to believe.
The reason why social proof works is because it gives a sense of assurance to your
prospects and lets them know about the benefits of your product, without any selling.
Social media is brimming with activity that can be used for social proof. If someone
commented on your Facebook post praising your company, use it. When someone
tweets you about how your product changed their life, use it. When someone posts
a happy Instagram picture of them enjoying your service, use it.
Look at how KWFinder smartly embeds tweets from their customers on their site as
social proof:
1. Use it for User-Generated Content Creating quality content for social media is
crucial. But what better way to create this content than have your loyal fans do it for
you. People that follow you on social media may mention you in a positive note,
which you can use to feature them on your social profile. The UGC acts like a social
proof that indirectly helps you increase conversions. Also, this doesn’t need to
happen by chance. In fact, you can engineer it by asking people to share specific
content for a chance to get featured to a wide audience. Given that you have a decent
This content can easily be discovered by users with the help of keyword search,
hashtags, etc. When people search for the type of content you’re publishing on your
social media page, you may win new fans that want to follow, connect and do
business with you.
It’s just not about the content, but also about the content producer, which is you.
When people see great content being created and shared, they’re curious about who’s
behind it. This may lead them to look you up on LinkedIn and learn more about your
business.
Being a business it’s important that you take the necessary steps to stand out from
other competing social media profiles and avoid have duplicate accounts.
The social media world is evolving and is so is the SEO arena. And there are high chances
that social signals may start having affect on your rankings. So why not be prepared by
building your social media presence with valuable content?
#5: Increase Conversion Rates
Social media is great for capturing targeted leads for your business, but it doesn’t stop there.
Getting quality leads is only one part of the equation. The other part is converting those into
sales.
Can social media help you increase your conversion rates? Does it have the ‘x’ factor when
it comes to giving you the ground to achieve more sales?
The answer is a resounding yes, but only, if you do it the right way. Here are some ways
you can use social media for better conversion rates.
1. Use It for Social Proof According to Wikipedia, “Social proof, also known as
informational social influence, is a psychological phenomenon where people assume
the actions of others reflect correct behavior for a given situation.” In simple terms,
people do what others do. They like to believe what the majority likes to believe.
The reason why social proof works is because it gives a sense of assurance to your
prospects and lets them know about the benefits of your product, without any selling.
Social media is brimming with activity that can be used for social proof. If someone
commented on your Facebook post praising your company, use it. When someone
tweets you about how your product changed their life, use it. When someone posts
a happy Instagram picture of them enjoying your service, use it.
Look at how KWFinder smartly embeds tweets from their customers on their site as
social proof:
1. Use it for User-Generated Content Creating quality content for social media is
crucial. But what better way to create this content than have your loyal fans do it for
you. People that follow you on social media may mention you in a positive note,
which you can use to feature them on your social profile. The UGC acts like a social
proof that indirectly helps you increase conversions. Also, this doesn’t need to
happen by chance. In fact, you can engineer it by asking people to share specific
content for a chance to get featured to a wide audience. Given that you have a decent
28
audience size, most social media users would be thrilled to have such an opportunity.
You need to get creative in your approach and ask people. When Belkin did the
launch for their Lego iPhone cases, they tapped into the power of their social
community. They asked customers to personalize their cases in their own unique
way and share the pictures on Instagram.
As you can see, a ton of customers were excited enough to share their personalized cases
with the right hashtags. This helped Belkin gain targeted exposure and higher conversions
at zero cost.
There are many ways that social media can impact conversions and help you increase sales.
But for that, you need first to understand the importance of social media in business and
take the necessary steps. We at Lyfe Marketing are committed to helping you do just that.
Check out our pricing page to see how we can work together to help you get better
conversions.
#6: Satisfy Your Customers
Losing a customer is hard, and gaining a new one is harder. But retaining an existing
customer is 10 times easier. Which is why customer satisfaction should be your topmost
priority.
Free eBook: Best Social Media Platforms in 2018
Download Now
By using social media to connect with your customers, you have the opportunity monitor
what they want, the problems they’re facing and how you could serve them.
In order to truly satisfy your customers and make their life easier, you need to offer them
customer service that is more personalized and effective. And social media helps you do
just that.
Customers these days know that social media is a lot more approachable and friendly than
a call center executive, thousands of miles away, who has a hard time resolving your
problem. In other words, customers want superior service without the hassle.
Increasing customer satisfaction with social media includes:
Monitoring conversations to see if your customers are talking about your brand and
in what context.
Broadcasting important messages, announcements and offers to customers via a
social media platform such as Twitter.
audience size, most social media users would be thrilled to have such an opportunity.
You need to get creative in your approach and ask people. When Belkin did the
launch for their Lego iPhone cases, they tapped into the power of their social
community. They asked customers to personalize their cases in their own unique
way and share the pictures on Instagram.
As you can see, a ton of customers were excited enough to share their personalized cases
with the right hashtags. This helped Belkin gain targeted exposure and higher conversions
at zero cost.
There are many ways that social media can impact conversions and help you increase sales.
But for that, you need first to understand the importance of social media in business and
take the necessary steps. We at Lyfe Marketing are committed to helping you do just that.
Check out our pricing page to see how we can work together to help you get better
conversions.
#6: Satisfy Your Customers
Losing a customer is hard, and gaining a new one is harder. But retaining an existing
customer is 10 times easier. Which is why customer satisfaction should be your topmost
priority.
Free eBook: Best Social Media Platforms in 2018
Download Now
By using social media to connect with your customers, you have the opportunity monitor
what they want, the problems they’re facing and how you could serve them.
In order to truly satisfy your customers and make their life easier, you need to offer them
customer service that is more personalized and effective. And social media helps you do
just that.
Customers these days know that social media is a lot more approachable and friendly than
a call center executive, thousands of miles away, who has a hard time resolving your
problem. In other words, customers want superior service without the hassle.
Increasing customer satisfaction with social media includes:
Monitoring conversations to see if your customers are talking about your brand and
in what context.
Broadcasting important messages, announcements and offers to customers via a
social media platform such as Twitter.
29
Offering prompt customer service to customers who are facing genuine problems or
need some help with the product or service
Holding regular question & answer sessions with customers to understand their
concerns, get real feedback and see how things can be improved.
Connect and build a relationship with power users or customer advocates so that
they can help serve other customers.
Regardless of what social media platform you’re using to help your customers, it’s
important to speak their language, give them personalized service and respond to them
without much delay.
#7: Enhance Brand Loyalty
A lot of businesses are stuck on their follower count, which is nothing but a vanity number.
It doesn’t serve a real purpose if the followers aren’t loyal to your brand. There’s a
difference between a random follower and loyal one, because the latter adds real value.
If you want to get the most out of your social media marketing efforts, it’s crucial that you
focus on increasing brand loyalty. Having a loyal following means better engagement and
better conversations.
Ask any loyal social media follower about their trusted brand, and they will speak positive
about it without the need to push. Which leads to natural word of mouth marketing.
You can enhance brand loyalty on social media by:
1. Having a Solid Social Media Strategy: Social media platforms are evolving, and
each has its own personality. Facebook is not Twitter, and Twitter is definitely not
LinkedIn. Which means, you can’t take the same old, outdated marketing and
advertising methods and apply them to social media. You need to formulate a social
media strategy that clearly aligns your goals with other areas such as content
marketing, search engine optimization, etc. This should give you a fair idea of what
type of value you can create for your loyal social media followers. It’ll allow you to
not only retain them but also help them spread the word.
2. Sharing Value-Oriented Content There’s a reason why your followers are loyal to
you. They’re looking for value, which you will have to deliver at all times by sharing
quality content. For example, sharing a detailed case study is much better than a 500
word article. The more useful and relevant the content you post, the better. Plan how
and what type of content you would like to share with your following. By spending
time on strategizing your content creation, your content will fetch you a higher ROI
Offering prompt customer service to customers who are facing genuine problems or
need some help with the product or service
Holding regular question & answer sessions with customers to understand their
concerns, get real feedback and see how things can be improved.
Connect and build a relationship with power users or customer advocates so that
they can help serve other customers.
Regardless of what social media platform you’re using to help your customers, it’s
important to speak their language, give them personalized service and respond to them
without much delay.
#7: Enhance Brand Loyalty
A lot of businesses are stuck on their follower count, which is nothing but a vanity number.
It doesn’t serve a real purpose if the followers aren’t loyal to your brand. There’s a
difference between a random follower and loyal one, because the latter adds real value.
If you want to get the most out of your social media marketing efforts, it’s crucial that you
focus on increasing brand loyalty. Having a loyal following means better engagement and
better conversations.
Ask any loyal social media follower about their trusted brand, and they will speak positive
about it without the need to push. Which leads to natural word of mouth marketing.
You can enhance brand loyalty on social media by:
1. Having a Solid Social Media Strategy: Social media platforms are evolving, and
each has its own personality. Facebook is not Twitter, and Twitter is definitely not
LinkedIn. Which means, you can’t take the same old, outdated marketing and
advertising methods and apply them to social media. You need to formulate a social
media strategy that clearly aligns your goals with other areas such as content
marketing, search engine optimization, etc. This should give you a fair idea of what
type of value you can create for your loyal social media followers. It’ll allow you to
not only retain them but also help them spread the word.
2. Sharing Value-Oriented Content There’s a reason why your followers are loyal to
you. They’re looking for value, which you will have to deliver at all times by sharing
quality content. For example, sharing a detailed case study is much better than a 500
word article. The more useful and relevant the content you post, the better. Plan how
and what type of content you would like to share with your following. By spending
time on strategizing your content creation, your content will fetch you a higher ROI
30
when you share it. So don’t rush. See what sets your content apart from others. For
example, visual content gets more shares than regular social media content. Which
means you’re free to use photos, videos, etc. as long as they add some value.
3. Being Consistent: Your brand has a personality, and certain aspects that are unique
to it. By identifying these personality traits and by bringing them out, it gets easier
to connect to your target audience. Your aim should be to be consistent in your
approach and maintain the same voice throughout your interactions. The content that
you create/share along with how you converse with others should reflect your
brand’s personality.
4. Responding to Queries: You may not be a celebrity for your social media
followers, but they do look up to you for answers. So when they approach you with
a relevant query, you should get back to them with the right answers. This way they
will know that you are the real deal. And that your business actually cares about
others. But don’t limit your answering adventures to your loyal followers. Go out
there and hunt for questions that have partial answers or no answers. You can search
using targeted keywords and look for questions that need a response. By answering
these questions, you establish yourself as an expert or an authority.
5. Show the Human Side
While it’s okay to automate your social media posting with a tool like Buffer, it’s not-so-
okay to keep doing it. Personally interacting with other people and humanizing your brand
will go a long way. It will keep your followers/fans keeping coming back for more.
A lot of businesses try to present themselves as big corporations, which is a mistake. People
need people, not auto bots. Which is why you need to connect to them on a more personal
level and engage in real conversations. Even if it’s just for the sake of interacting.
when you share it. So don’t rush. See what sets your content apart from others. For
example, visual content gets more shares than regular social media content. Which
means you’re free to use photos, videos, etc. as long as they add some value.
3. Being Consistent: Your brand has a personality, and certain aspects that are unique
to it. By identifying these personality traits and by bringing them out, it gets easier
to connect to your target audience. Your aim should be to be consistent in your
approach and maintain the same voice throughout your interactions. The content that
you create/share along with how you converse with others should reflect your
brand’s personality.
4. Responding to Queries: You may not be a celebrity for your social media
followers, but they do look up to you for answers. So when they approach you with
a relevant query, you should get back to them with the right answers. This way they
will know that you are the real deal. And that your business actually cares about
others. But don’t limit your answering adventures to your loyal followers. Go out
there and hunt for questions that have partial answers or no answers. You can search
using targeted keywords and look for questions that need a response. By answering
these questions, you establish yourself as an expert or an authority.
5. Show the Human Side
While it’s okay to automate your social media posting with a tool like Buffer, it’s not-so-
okay to keep doing it. Personally interacting with other people and humanizing your brand
will go a long way. It will keep your followers/fans keeping coming back for more.
A lot of businesses try to present themselves as big corporations, which is a mistake. People
need people, not auto bots. Which is why you need to connect to them on a more personal
level and engage in real conversations. Even if it’s just for the sake of interacting.
31
Statement of the problem
World-wide, large numbers of individuals are present on social networking sites and marketers
have begun to realize that these sites can turn out to be an important tool for marketing. Out
of 2.5 billion active internet users globally, 1.8 billion are the members of one or more social
networking sites (Business World, 2014). The researcher as well as research supervisor were
of the view in the year 2009-10 itself that the presence of people on social networking sites is
going to be bigger and better and it would be a great idea to find out whether these sites can
be used as successful marketing platform and also assess what kind of roadblocks might be
faced in the process. After detailed deliberations the precise problem that was chosen is
“Opportunities and challenges for business in marketing through social networking sites.”
This research endeavor would help in fathoming out the opportunities and challenges
confronting the marketers through social networking sites and help in making specific
recommendations to design effective marketing strategies.
Statement of the problem
World-wide, large numbers of individuals are present on social networking sites and marketers
have begun to realize that these sites can turn out to be an important tool for marketing. Out
of 2.5 billion active internet users globally, 1.8 billion are the members of one or more social
networking sites (Business World, 2014). The researcher as well as research supervisor were
of the view in the year 2009-10 itself that the presence of people on social networking sites is
going to be bigger and better and it would be a great idea to find out whether these sites can
be used as successful marketing platform and also assess what kind of roadblocks might be
faced in the process. After detailed deliberations the precise problem that was chosen is
“Opportunities and challenges for business in marketing through social networking sites.”
This research endeavor would help in fathoming out the opportunities and challenges
confronting the marketers through social networking sites and help in making specific
recommendations to design effective marketing strategies.
32
Significance of the study
An increasing number of people are joining social networking sites as the new media for
social connectivity, entertainment, networking, news, information, etc. People are shifting
from traditional media like television, newspapers, magazines etc. to new age media. Virtual
world is the new ‘place’ where the target customers of the marketers are present and are
spending a lot of time. The experts have identified these new emerging platforms and
recommend the same to be used by the organizations to achieve their respective marketing
objectives and concomitantly, marketing is also undergoing a paradigm shift in its elements
adapting to the new technology and making it a significant element of their marketing
communication strategy. This study is primarily focused on finding out the opportunities
available to the marketers as well as the challenges facing them while marketing through
social networking sites. At the end of the report, the findings have clearly stated how prudent
it would be for the marketers to be present where the customers are. Since a very less number
of empirical work has been undertaken in India in this emerging area, this study is likely to
contribute a lot to the marketers, academicians, researchers and stakeholders. It would be in
the fitness of things to mention here that every earnest research effort in the field of
marketing ultimately benefits the whole society and not merely customers or marketers or
both.
Significance of the study
An increasing number of people are joining social networking sites as the new media for
social connectivity, entertainment, networking, news, information, etc. People are shifting
from traditional media like television, newspapers, magazines etc. to new age media. Virtual
world is the new ‘place’ where the target customers of the marketers are present and are
spending a lot of time. The experts have identified these new emerging platforms and
recommend the same to be used by the organizations to achieve their respective marketing
objectives and concomitantly, marketing is also undergoing a paradigm shift in its elements
adapting to the new technology and making it a significant element of their marketing
communication strategy. This study is primarily focused on finding out the opportunities
available to the marketers as well as the challenges facing them while marketing through
social networking sites. At the end of the report, the findings have clearly stated how prudent
it would be for the marketers to be present where the customers are. Since a very less number
of empirical work has been undertaken in India in this emerging area, this study is likely to
contribute a lot to the marketers, academicians, researchers and stakeholders. It would be in
the fitness of things to mention here that every earnest research effort in the field of
marketing ultimately benefits the whole society and not merely customers or marketers or
both.
33
Objectives of the study
It is truly said that “A study without objectives is like a tree without roots”. In any area of research,
the first and the foremost task is to decide and define the objectives of the research i.e. the reason
why the research study should be conducted. A research study may have many objectives, but all
these objectives revolve around one major objective, which is the focus of the study. In this study,
the prime objective is to identify the opportunities and challenges of the marketing through the
social networking sites. This study is based on studying the emergence of social networking sites
as an efficient marketing tool.
In order to pursue the afore-mentioned prime objective, some allied objectives have also been
identified which are as follows:-
i. To figure out the profile of users of social networking sites.
ii. To study the trends and shifts in the marketing practices from traditional marketing to online
marketing.
iii. To find out the opportunities available to the marketers in marketing through social
networking sites.
iv. To study the challenges faced by the marketers adopting social networking sites as their
marketing tool.
v. To study the scope of social networking sites to be used as a marketing tool.
Objectives of the study
It is truly said that “A study without objectives is like a tree without roots”. In any area of research,
the first and the foremost task is to decide and define the objectives of the research i.e. the reason
why the research study should be conducted. A research study may have many objectives, but all
these objectives revolve around one major objective, which is the focus of the study. In this study,
the prime objective is to identify the opportunities and challenges of the marketing through the
social networking sites. This study is based on studying the emergence of social networking sites
as an efficient marketing tool.
In order to pursue the afore-mentioned prime objective, some allied objectives have also been
identified which are as follows:-
i. To figure out the profile of users of social networking sites.
ii. To study the trends and shifts in the marketing practices from traditional marketing to online
marketing.
iii. To find out the opportunities available to the marketers in marketing through social
networking sites.
iv. To study the challenges faced by the marketers adopting social networking sites as their
marketing tool.
v. To study the scope of social networking sites to be used as a marketing tool.
34
CHAPTER-3 LITERATURE REVIEW
CHAPTER-3 LITERATURE REVIEW
35
Social network sites (SNSs) such as My Space, Facebook, and Youtube have attracted
millions of users, many of whom have integrated these sites into their daily practices. There
are hundreds of SNSs, with various technological affordances, supporting a wide range of
interests and practices. However, the impact of SNSs is increasingly pervasive, with
activities ranging from economic and marketing to social and educational. Among the wide
impacts of social network sites, they are, anecdotally, becoming increasingly important in
today’s businesses. Thus, the purpose of this study is to present a literature review of and
classification scheme for research works in business impacts of SNSs, with the aim of
clarifying the ways SNSs impact businesses. The review covers 28 journal articles published
from 2000 to 2011 and a few months of 2012. The 28 articles classified SNS applications
in businesses into six distinct categories: the “marketing and advertising,” “knowledge
management,” “social capital,” “relationship management,” “e-commerce,” and “economic
model.” The findings reveal that “marketing and advertising” were the most frequently
category has been considered in the literature. This review provides a source for discovering
business impacts of social network sites and will help to simulate further interest in the area.
Social network sites (SNSs) such as My Space, Facebook, and Youtube have attracted
millions of users, many of whom have integrated these sites into their daily practices. There
are hundreds of SNSs, with various technological affordances, supporting a wide range of
interests and practices. However, the impact of SNSs is increasingly pervasive, with
activities ranging from economic and marketing to social and educational. Among the wide
impacts of social network sites, they are, anecdotally, becoming increasingly important in
today’s businesses. Thus, the purpose of this study is to present a literature review of and
classification scheme for research works in business impacts of SNSs, with the aim of
clarifying the ways SNSs impact businesses. The review covers 28 journal articles published
from 2000 to 2011 and a few months of 2012. The 28 articles classified SNS applications
in businesses into six distinct categories: the “marketing and advertising,” “knowledge
management,” “social capital,” “relationship management,” “e-commerce,” and “economic
model.” The findings reveal that “marketing and advertising” were the most frequently
category has been considered in the literature. This review provides a source for discovering
business impacts of social network sites and will help to simulate further interest in the area.
36
Mohammad Furqan Khan1, Dr. Anisa
Research Scholar, School of Business Studies
, Islamic University of Science and Technology, Awantipora, J&K.
Assistant Professor, School Of Business Studies,
Islamic University of Science and Technology, Awantipora, J&K.
Social media and social media marketing are sometimes used interchangeably, but two
indeed are different. The purpose of this research paper is to revisit the literature on both
concepts and correlates them in technical terminologies. We have studied the literature
available on Social media first and identified the basic functionalities of it. Then the
literature available on social media marketing helped us in identifying its dimensions. In
conclusion section of the research paper we have correlated the two concepts and redefined
social media marketing in technical terms.
Mohammad Furqan Khan1, Dr. Anisa
Research Scholar, School of Business Studies
, Islamic University of Science and Technology, Awantipora, J&K.
Assistant Professor, School Of Business Studies,
Islamic University of Science and Technology, Awantipora, J&K.
Social media and social media marketing are sometimes used interchangeably, but two
indeed are different. The purpose of this research paper is to revisit the literature on both
concepts and correlates them in technical terminologies. We have studied the literature
available on Social media first and identified the basic functionalities of it. Then the
literature available on social media marketing helped us in identifying its dimensions. In
conclusion section of the research paper we have correlated the two concepts and redefined
social media marketing in technical terms.
37
Helena Alves (University of Beira Interior and NECE)
Cristina Fernandes
Polytechnic Institute of Castelo Branco and NECE
Mario Raposo
University of Beira Interior and NECE
This study carries out content analysis and systemizes articles on social media marketing in
the Web of Science database. Forty-four studies were analyzed in accordance with a
variation on the systematic review approach, involving synthesis- and interpretation-based
assessment. The results demonstrate how most of the studies analyzed focus on the
consumer perspective in terms of usage, share, and influence of social media on consumer
decisions, and perceptions. The studies focusing on the firm’s perspective centered not only
on the usage of social media, but also on their implementation, optimization, and
measurement of results. The majority of studies are quantitative and published in recent
years. This study not only reached certain conclusions for both theory and practice, but also
defined future lines of research according to the gaps detected by the study’s results. ©2016
Wiley Periodicals, Inc.
Helena Alves (University of Beira Interior and NECE)
Cristina Fernandes
Polytechnic Institute of Castelo Branco and NECE
Mario Raposo
University of Beira Interior and NECE
This study carries out content analysis and systemizes articles on social media marketing in
the Web of Science database. Forty-four studies were analyzed in accordance with a
variation on the systematic review approach, involving synthesis- and interpretation-based
assessment. The results demonstrate how most of the studies analyzed focus on the
consumer perspective in terms of usage, share, and influence of social media on consumer
decisions, and perceptions. The studies focusing on the firm’s perspective centered not only
on the usage of social media, but also on their implementation, optimization, and
measurement of results. The majority of studies are quantitative and published in recent
years. This study not only reached certain conclusions for both theory and practice, but also
defined future lines of research according to the gaps detected by the study’s results. ©2016
Wiley Periodicals, Inc.
38
*Assistant Professor & Head, Department of Commerce & Management
Dr. C. V. Raman University, Kargi Road, Kota, Bilaspur, C.G., India.
**Associate Professor & Head, Department of Management, Chouksey Engineering
College, Lal Khadan , Bilaspur, C.G., India.
***Assistant Professor, Department of Commerce & Management, Dr. C. V. Raman
University, Kargi Road, Kota, Bilaspur, C.G., India.
Today, we are in 21st century and people do not find time to come & interact with each
other. Social media helps in connecting themselves with social networking sites through
which now people can stay far and yet remain connected. Apart from this media like
Facebook create a loyal connection between product and individual which leads to large
advertising opportunities. Similarly, other social media like Blogs create a platform to post
comment on any event which needs to be publicized also can be utilized as a promotional
technique for customer’s adoption as well as for promotions. Now users are acquiring
followers & subscribers and directing them to your social networking page. These media
has a competitive edge over other popular public media like Television because there is a
time gap between social event occurrence and the time it is being broadcasted. This
research paper emphasizes on the strategies which can take this viral marketing mode
beyond the normal social media at present. As a result it can also help in building your
community strong enough to make your marketing effective & initiative buying.
*Assistant Professor & Head, Department of Commerce & Management
Dr. C. V. Raman University, Kargi Road, Kota, Bilaspur, C.G., India.
**Associate Professor & Head, Department of Management, Chouksey Engineering
College, Lal Khadan , Bilaspur, C.G., India.
***Assistant Professor, Department of Commerce & Management, Dr. C. V. Raman
University, Kargi Road, Kota, Bilaspur, C.G., India.
Today, we are in 21st century and people do not find time to come & interact with each
other. Social media helps in connecting themselves with social networking sites through
which now people can stay far and yet remain connected. Apart from this media like
Facebook create a loyal connection between product and individual which leads to large
advertising opportunities. Similarly, other social media like Blogs create a platform to post
comment on any event which needs to be publicized also can be utilized as a promotional
technique for customer’s adoption as well as for promotions. Now users are acquiring
followers & subscribers and directing them to your social networking page. These media
has a competitive edge over other popular public media like Television because there is a
time gap between social event occurrence and the time it is being broadcasted. This
research paper emphasizes on the strategies which can take this viral marketing mode
beyond the normal social media at present. As a result it can also help in building your
community strong enough to make your marketing effective & initiative buying.
39
Ms. Sisira Neti
Asst. Professor
Department of Business Management
PG Centre, Lal Bahadur College
Warangal.
Social Media, today, is among the ‘best opportunities available’ to a brand for connecting
with prospective consumers. Social media is the medium to socialize. These new media win
the trust of consumers by connecting with them at a deeper level. Social media marketing
is the new mantra for several brands 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. One cannot afford to have no presence on the social channels
if the competitor is making waves with its products and services. The explosion of social
media phenomenon is as mind boggling as that and the pace at which it is growing is
maddening. Global companies have recognized social media marketing as a potential
marketing platform, utilized them with innovations to power their advertising campaign
with social media marketing. This paper discusses about the concepts of social media and
social media marketing and other aspects like the growth and benefits, role and relevance
of social media in marketing, social media marketing strategies. It also presents an overview
on social media marketing in India.
Ms. Sisira Neti
Asst. Professor
Department of Business Management
PG Centre, Lal Bahadur College
Warangal.
Social Media, today, is among the ‘best opportunities available’ to a brand for connecting
with prospective consumers. Social media is the medium to socialize. These new media win
the trust of consumers by connecting with them at a deeper level. Social media marketing
is the new mantra for several brands 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. One cannot afford to have no presence on the social channels
if the competitor is making waves with its products and services. The explosion of social
media phenomenon is as mind boggling as that and the pace at which it is growing is
maddening. Global companies have recognized social media marketing as a potential
marketing platform, utilized them with innovations to power their advertising campaign
with social media marketing. This paper discusses about the concepts of social media and
social media marketing and other aspects like the growth and benefits, role and relevance
of social media in marketing, social media marketing strategies. It also presents an overview
on social media marketing in India.
40
SUMMARY OF THE LITERATURE REVIEW
This literature review has been studied until tells the social media marketing is a platform
to reach our customer with the minimum constraints and made a direct link between
marketers to customers. Social media marketing is a new concept from business point of
view, it is a chance for marketer to grab the opportunity of social media marketing for
promoting their product and target their customers. Today people don’t have time to go for
shopping or time to analysis which product is good or bad. In the other hand technology is
increasing rapidly and people is connecting day by day in social media marketing, internet
is available everywhere now , Marketer find this opportunity to create a new marketing
concept and it’s create a opportunity for business to invest their money in social media
marketing so people easily able to know which brand is promoting which product. Role of
social media marketing increasing in the world and it’s providing benefits to all Over the
world.
But there is always two side of everything here some they can bring improvement some area
like the privacy of the customer should be encrypted in high level security so no one can get
their information easily , another one the services they are providing could be better in future
time.
SUMMARY OF THE LITERATURE REVIEW
This literature review has been studied until tells the social media marketing is a platform
to reach our customer with the minimum constraints and made a direct link between
marketers to customers. Social media marketing is a new concept from business point of
view, it is a chance for marketer to grab the opportunity of social media marketing for
promoting their product and target their customers. Today people don’t have time to go for
shopping or time to analysis which product is good or bad. In the other hand technology is
increasing rapidly and people is connecting day by day in social media marketing, internet
is available everywhere now , Marketer find this opportunity to create a new marketing
concept and it’s create a opportunity for business to invest their money in social media
marketing so people easily able to know which brand is promoting which product. Role of
social media marketing increasing in the world and it’s providing benefits to all Over the
world.
But there is always two side of everything here some they can bring improvement some area
like the privacy of the customer should be encrypted in high level security so no one can get
their information easily , another one the services they are providing could be better in future
time.
41
CHAPTER – 4RESEARCH OBJECTIVE & METHODOLOGY
RESEARCH OBJECTIVE:
CHAPTER – 4RESEARCH OBJECTIVE & METHODOLOGY
RESEARCH OBJECTIVE:
42
CHAPTER – 4 RESEARCH OBJECTIVE & METHODOLOGY
RESEARCH OBJECTIVE:
This study will try to analyze the potential of social media as a marketing
tool in countries with the following objectives:
· To identify the role of Social Media Marketing in business
· To find out that how Social Media is contributing in E-Commence
industrial growth in terms of Profit, Promotion, Profit, Reach,
Visibility & Network building
· To identify the potential of Social Media Marketing in India
· To recommend the ways by which company can effectively use the
Social Media for Marketing their products
RESEARCH METHODOLOGY:
First I will review the existing literature concerned with potential of social media as a
marketing tool in business. Once I am through with the subject I will have a better
understanding of it. A thorough research will be conducted among the executives in the
company. The secondary data collection method was used in this research.
Secondary Data: The secondary data will be collected through Internet
contents, News Paper, Sales force report, Blogs on social sales force,
Research papers and PDF, Books, Journals etc.
Sample design
The sample design includes the information about the sample i.e. the respondents who the
researcher assumed to be the true representative of the universe. In case of this research
study, the sample units were the people, with different demographic profiles, who visit and
are the members of one or more social networking sites like facebook, Tweeter, Orkut,
Linkedin, etc. The sample size for this research study was 410 respondents. Although the
researcher approached more than 2000 individuals out of which almost 500 qualified to be
the target respondents. The copies of questionnaire were distributed to 500 respondents who
were the members of at least one social networking site. After going through and screening
the filled-up questionnaires, as many as 410 were found to be complete in all respects and
hence fit for analysis. The sample area for this study was National Capital Region. The
respondents were selected on the basis of simple random sampling technique. Every effort
CHAPTER – 4 RESEARCH OBJECTIVE & METHODOLOGY
RESEARCH OBJECTIVE:
This study will try to analyze the potential of social media as a marketing
tool in countries with the following objectives:
· To identify the role of Social Media Marketing in business
· To find out that how Social Media is contributing in E-Commence
industrial growth in terms of Profit, Promotion, Profit, Reach,
Visibility & Network building
· To identify the potential of Social Media Marketing in India
· To recommend the ways by which company can effectively use the
Social Media for Marketing their products
RESEARCH METHODOLOGY:
First I will review the existing literature concerned with potential of social media as a
marketing tool in business. Once I am through with the subject I will have a better
understanding of it. A thorough research will be conducted among the executives in the
company. The secondary data collection method was used in this research.
Secondary Data: The secondary data will be collected through Internet
contents, News Paper, Sales force report, Blogs on social sales force,
Research papers and PDF, Books, Journals etc.
Sample design
The sample design includes the information about the sample i.e. the respondents who the
researcher assumed to be the true representative of the universe. In case of this research
study, the sample units were the people, with different demographic profiles, who visit and
are the members of one or more social networking sites like facebook, Tweeter, Orkut,
Linkedin, etc. The sample size for this research study was 410 respondents. Although the
researcher approached more than 2000 individuals out of which almost 500 qualified to be
the target respondents. The copies of questionnaire were distributed to 500 respondents who
were the members of at least one social networking site. After going through and screening
the filled-up questionnaires, as many as 410 were found to be complete in all respects and
hence fit for analysis. The sample area for this study was National Capital Region. The
respondents were selected on the basis of simple random sampling technique. Every effort
43
was made to ensure that the sample is true representative of the universe. All the respondents
were approached in-person for the collection of data.
QUESTIONNAIRE
Q1. From how many periods you have been working in the E-Commerce sector?
Ans.45% respondents replied that they are working in the advertising sector from 1 to less than
2 years but 20% respondents replied that they are working in the advertising sector from less
than 1 year.
Q2. Do you use social media modes for marketing?
Ans. 65-75% respondents replied yes that they are using social media modes for marketing.
Q3. In the following which social site are you currently using for marketing?
Ans. 57% respondents replied that they are currently using Facebook for advertising but 20%
respondents replied that they are currently using My Space (Google) for advertising.
Q4. In the following which social site are you currently using for marketing?
Ans. 49% respondents are agreeing with this statement also 30% respondents are
Strongly agreed with this statement.
Most interesting part is only 10-15% people are not agree from this statement.
Q5. ‘Social media is more effective in case of increasing the sales level’ are you agree
with this statement?
50% respondents are agreeing with this statement but 12% respondents are neutral with this
statement.
Q6. ‘Social media works to turn users into profits’ are you agree with this statement?
Ans. 24% respondents are strongly agreeing with this statement but 48% respondents
are agreed with this statement.
was made to ensure that the sample is true representative of the universe. All the respondents
were approached in-person for the collection of data.
QUESTIONNAIRE
Q1. From how many periods you have been working in the E-Commerce sector?
Ans.45% respondents replied that they are working in the advertising sector from 1 to less than
2 years but 20% respondents replied that they are working in the advertising sector from less
than 1 year.
Q2. Do you use social media modes for marketing?
Ans. 65-75% respondents replied yes that they are using social media modes for marketing.
Q3. In the following which social site are you currently using for marketing?
Ans. 57% respondents replied that they are currently using Facebook for advertising but 20%
respondents replied that they are currently using My Space (Google) for advertising.
Q4. In the following which social site are you currently using for marketing?
Ans. 49% respondents are agreeing with this statement also 30% respondents are
Strongly agreed with this statement.
Most interesting part is only 10-15% people are not agree from this statement.
Q5. ‘Social media is more effective in case of increasing the sales level’ are you agree
with this statement?
50% respondents are agreeing with this statement but 12% respondents are neutral with this
statement.
Q6. ‘Social media works to turn users into profits’ are you agree with this statement?
Ans. 24% respondents are strongly agreeing with this statement but 48% respondents
are agreed with this statement.
44
Q7. ‘Social media has a great potential in case of reaching huge base of customers are you
agree with this statement?
Ans. 44% respondents are agreeing with this statement but 32% respondents are strongly
agreed with this statement.
Q8. ‘A business can improve their competitiveness through social media’ are you agree with
this statement?
Ans. 48% respondents are agreeing with this statement but 28% respondents are strongly
agreed with this statement.
Q9. ‘Social media is the easiest way of marketing a product through online’ are you agree with
this statement?
Ans. 53% respondents are agreeing with this statement but 23% respondents are strongly
agreed with this statement.
Q.10- "Are you able to measure the return on investment (ROI) for your social media
activities."
Only about one in three (37%) agreed they are able to measure their social activities. However,
this was an improvement from 2013-14, where only 26% indicated they could measure ROI.
So certainly it increased by 35%.
Q7. ‘Social media has a great potential in case of reaching huge base of customers are you
agree with this statement?
Ans. 44% respondents are agreeing with this statement but 32% respondents are strongly
agreed with this statement.
Q8. ‘A business can improve their competitiveness through social media’ are you agree with
this statement?
Ans. 48% respondents are agreeing with this statement but 28% respondents are strongly
agreed with this statement.
Q9. ‘Social media is the easiest way of marketing a product through online’ are you agree with
this statement?
Ans. 53% respondents are agreeing with this statement but 23% respondents are strongly
agreed with this statement.
Q.10- "Are you able to measure the return on investment (ROI) for your social media
activities."
Only about one in three (37%) agreed they are able to measure their social activities. However,
this was an improvement from 2013-14, where only 26% indicated they could measure ROI.
So certainly it increased by 35%.
45
CHAPTER -5 DATA ANALYSIS AND INTERPRETATION
CHAPTER -5 DATA ANALYSIS AND INTERPRETATION
46
CHAPTER -5 DATA ANALYSIS AND INTERPRETATION
As consumers continue to perform more and more of their activities online, social networking
techniques, to include email marketing, have assumed an increasingly important role in their
daily lives. The sheer volume of using campaign through email, Facebook, google AdWords
& AdSense is useful for E-commerce industrial growth and social media used as a marketing
too in India. To manage this increase in online activity, consumers are moving through their
social media engine more quickly, looking not only for the information and benefits but also
for new updates, profit, quality and easily available in services they need and want.
Additionally, up to 25% of the Indian population is accessing their social networking sites with
hand-held devices, not only for shopping or services but also for new updates on it.
So how do E-Commerce marketers break through the clutter to efficiently and effectively
improve results? The key to success in this complex environment is using relevance-enhancing
tactics.
Here are 12 proven tactics that can help any marketer advance the relevance of their social
media marketing messages and improve results. You will learn how to:
Benefit from the impact that short-burst and attractive communications are having on our
society.
Understand and use subscriber behavior and engagement as the primary
tool for deciding future social media campaign messaging and offers.
By analyzing the campaign results on the basic of CTR, bounce rate,
Likes, impressions, spend & earnings also by the queries & feedbacks.
Use Social media analyzing tools which is available for free.
Leverage the relationship that engagement and relevancy have on your sender reputation and
message delivery.
Use visitor Website behavior and analytics to improve message relevancy.
Test to better control the impact of messaging on future success.
Develop content and subject lines that are more effective.
Apply social networking techniques to improve your company's relevance with social media
subscribers.
Drive subscriber acquisition and optimize search.
CHAPTER -5 DATA ANALYSIS AND INTERPRETATION
As consumers continue to perform more and more of their activities online, social networking
techniques, to include email marketing, have assumed an increasingly important role in their
daily lives. The sheer volume of using campaign through email, Facebook, google AdWords
& AdSense is useful for E-commerce industrial growth and social media used as a marketing
too in India. To manage this increase in online activity, consumers are moving through their
social media engine more quickly, looking not only for the information and benefits but also
for new updates, profit, quality and easily available in services they need and want.
Additionally, up to 25% of the Indian population is accessing their social networking sites with
hand-held devices, not only for shopping or services but also for new updates on it.
So how do E-Commerce marketers break through the clutter to efficiently and effectively
improve results? The key to success in this complex environment is using relevance-enhancing
tactics.
Here are 12 proven tactics that can help any marketer advance the relevance of their social
media marketing messages and improve results. You will learn how to:
Benefit from the impact that short-burst and attractive communications are having on our
society.
Understand and use subscriber behavior and engagement as the primary
tool for deciding future social media campaign messaging and offers.
By analyzing the campaign results on the basic of CTR, bounce rate,
Likes, impressions, spend & earnings also by the queries & feedbacks.
Use Social media analyzing tools which is available for free.
Leverage the relationship that engagement and relevancy have on your sender reputation and
message delivery.
Use visitor Website behavior and analytics to improve message relevancy.
Test to better control the impact of messaging on future success.
Develop content and subject lines that are more effective.
Apply social networking techniques to improve your company's relevance with social media
subscribers.
Drive subscriber acquisition and optimize search.
47
Implement best practices in creative design to be relevant on the small screens of mobile and
desktop devices.
Implement segmentation tactics that drive both top and bottom line results
These 12 techniques can be implemented by entry level and advanced
marketers who want to improve social media marketing results by creating greater engagement
through relevance.
Implement best practices in creative design to be relevant on the small screens of mobile and
desktop devices.
Implement segmentation tactics that drive both top and bottom line results
These 12 techniques can be implemented by entry level and advanced
marketers who want to improve social media marketing results by creating greater engagement
through relevance.
48
CHAPTER – 6 CONCLUSION & IMPLICATIONS
CHAPTER – 6 CONCLUSION & IMPLICATIONS
49
CHAPTER – 6 CONCLUSION & IMPLICATION
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. Social media deals
with engaging the customers & vendors and maintaining a bridge between these two. With
the advent of internet and ongoing changes in Consumer Behaviour, last decade has
witnessed revolutionary growth in E-Commerce and E Business in India because of
significant use of Social media marketing tools.
Social marketing uses the benefits and of doing social good to secure and maintain customer
engagement. In social marketing the distinguishing feature is therefore its "primary focus
on social good, and it is not a secondary outcome. Not all public sector and not-for-profit
marketing is social marketing.
Increasingly, social marketing is being described as having "two parents"—a "social parent"
= social sciences and social policy, and a "marketing parent" = commercial and public sector
marketing approaches.
Public sector bodies can use standard marketing approaches to improve the promotion of their
relevant services and organizational aims. This can be very important, but should not be
confused with social marketing where the focus is on achieving specific behavioral goals with
specific audiences in relation to different topics relevant to social good (e.g.: health,
sustainability, recycling, etc.) There is no escaping social media these days, either for
individuals or for businesses.
Today, it is impossible to separate social media from the online world. The social media
conversation is no longer considered a Web 2.0 fad -- it is taking place in homes, small
businesses and corporate boardrooms, and extending its reach into the nonprofit, education and
health sectors. From feeling excitement, novelty, bewilderment, and overwhelmed, a growing
number of people now speak of social media as simply another channel or tactic. Blogging can
have a very positive effect on your Company’s branding growth. As per the Hubspot report,
Customers with blogs gathered 68% more leads than customers without blogs. It is imperative
to understand that today, social media have exponential potential. They are part of an ever-
growing online network of people who discuss, comment, participate, share and create.
Whether you are an individual, a startup, small business or a large corporation, an online
presence and an ongoing conversation with your constituents is a baseline requirement -- and
CHAPTER – 6 CONCLUSION & IMPLICATION
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. Social media deals
with engaging the customers & vendors and maintaining a bridge between these two. With
the advent of internet and ongoing changes in Consumer Behaviour, last decade has
witnessed revolutionary growth in E-Commerce and E Business in India because of
significant use of Social media marketing tools.
Social marketing uses the benefits and of doing social good to secure and maintain customer
engagement. In social marketing the distinguishing feature is therefore its "primary focus
on social good, and it is not a secondary outcome. Not all public sector and not-for-profit
marketing is social marketing.
Increasingly, social marketing is being described as having "two parents"—a "social parent"
= social sciences and social policy, and a "marketing parent" = commercial and public sector
marketing approaches.
Public sector bodies can use standard marketing approaches to improve the promotion of their
relevant services and organizational aims. This can be very important, but should not be
confused with social marketing where the focus is on achieving specific behavioral goals with
specific audiences in relation to different topics relevant to social good (e.g.: health,
sustainability, recycling, etc.) There is no escaping social media these days, either for
individuals or for businesses.
Today, it is impossible to separate social media from the online world. The social media
conversation is no longer considered a Web 2.0 fad -- it is taking place in homes, small
businesses and corporate boardrooms, and extending its reach into the nonprofit, education and
health sectors. From feeling excitement, novelty, bewilderment, and overwhelmed, a growing
number of people now speak of social media as simply another channel or tactic. Blogging can
have a very positive effect on your Company’s branding growth. As per the Hubspot report,
Customers with blogs gathered 68% more leads than customers without blogs. It is imperative
to understand that today, social media have exponential potential. They are part of an ever-
growing online network of people who discuss, comment, participate, share and create.
Whether you are an individual, a startup, small business or a large corporation, an online
presence and an ongoing conversation with your constituents is a baseline requirement -- and
50
will take time and expertise. Companies are diverting resources and rethinking their traditional
outreach strategies. And as the social media wave dissipates into the vast ocean of connected
experiences, the term itself will become an entry in dictionaries and encyclopedias and we will
embark on a new era of knowledge, accessibility and experiences unbound by distance, time
or physical walls. It is high time that every business adopts social media and takes it seriously.
BIBLOGRAPHY
A Literature Review on the Business... (PDF Download Available). Available from:
https://www.researchgate.net/publication/236152792_A_Literature_Review_on_the_
Business_Impacts_of_Social_Network_Sites [accessed Apr 15 2018].
Social Media Marketing: A Literature... (PDF Download Available). Available from:
https://www.researchgate.net/publication/310473000_Social_Media_Marketing_A_Li
terature_Review_and_Implications_IMPLICATIONS_OF_SOCIAL_MEDIA_MAR
KETING [accessed Apr 16 2018].
www.business-standard.com
www.wikipedia.org
84 Harvard Business Review December 2010
www.google.com
80 Harvard Business Review December 2010
28 Harvard Business Review March 2011
Washington post social reader
Kaplan, Andreas M.; Michael Haenlein (2010). "Users of the world, unite! The
challenges
and opportunities of Social Media". Business Horizons 53 (1): 59–68.
http://www.sciencedirect.com/science/article/B6W45-4XFF2S0-
http://www.socialmediaexaminer.com/3-new-studies-prove-social-media-
marketinggrowth/# more-2583
Social Media Marketing by www.wikipedia.com
5 Advanced Social Media Marketing Strategies for small business by Samir Balwani.
Lazer, W., Kelley, E.J. (1973). Social Marketing: Perspectives and Viewpoints.
Homewood: Richard D. Irwin
will take time and expertise. Companies are diverting resources and rethinking their traditional
outreach strategies. And as the social media wave dissipates into the vast ocean of connected
experiences, the term itself will become an entry in dictionaries and encyclopedias and we will
embark on a new era of knowledge, accessibility and experiences unbound by distance, time
or physical walls. It is high time that every business adopts social media and takes it seriously.
BIBLOGRAPHY
A Literature Review on the Business... (PDF Download Available). Available from:
https://www.researchgate.net/publication/236152792_A_Literature_Review_on_the_
Business_Impacts_of_Social_Network_Sites [accessed Apr 15 2018].
Social Media Marketing: A Literature... (PDF Download Available). Available from:
https://www.researchgate.net/publication/310473000_Social_Media_Marketing_A_Li
terature_Review_and_Implications_IMPLICATIONS_OF_SOCIAL_MEDIA_MAR
KETING [accessed Apr 16 2018].
www.business-standard.com
www.wikipedia.org
84 Harvard Business Review December 2010
www.google.com
80 Harvard Business Review December 2010
28 Harvard Business Review March 2011
Washington post social reader
Kaplan, Andreas M.; Michael Haenlein (2010). "Users of the world, unite! The
challenges
and opportunities of Social Media". Business Horizons 53 (1): 59–68.
http://www.sciencedirect.com/science/article/B6W45-4XFF2S0-
http://www.socialmediaexaminer.com/3-new-studies-prove-social-media-
marketinggrowth/# more-2583
Social Media Marketing by www.wikipedia.com
5 Advanced Social Media Marketing Strategies for small business by Samir Balwani.
Lazer, W., Kelley, E.J. (1973). Social Marketing: Perspectives and Viewpoints.
Homewood: Richard D. Irwin
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