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Project Report

(Submitted for the Degree of B.Com. Honours In Accounting

under the University of Calcutta)

Title of the Project

SOCIAL MEDIA
MARKETING

Submitted by-
Name: Visesh Agarwal
Registration No: 017-1111-1771-17
Name of the College: The Bhawanipur Education Society College
College CU Roll no.: 171017-21-1776
College UID: 0101170814

Supervised by-
Name :Siddhartha Chattopadhay

Month and Year of Submission: May 2020

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Annexure- IA

Supervisor's Certificate

This is to certify that Mr. Visesh Agarwal a student of B.Com. Honours in Accounting of
"The Bhawanipur Education Society College" under the University of Calcutta has worked
under my supervision and guidance for his Project Work and prepared a Project Report with
the title “SOCIAL MEDIA MARKETING” which he is submitting, is his genuine and
original work to the best of my knowledge.

Place: Kolkata Signature:

Date:
Name: Siddhartha Chattopadhay
Name of the College: The Bhawanipur
Education Society College
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Annexure- IB

Student's Declaration

I hereby declare that the Project Work with the title “SOCIAL MEDIA MARKETING”
submitted by me for the partial fulfilment of the degree of B.Com. Honours in Accounting
under the University of Calcutta is my original work and has not been submitted earlier to any
other University for the fulfilment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been incorporated in
this report from any earlier work done by others or by me. However, extracts of any literature
which has been used for this report has been duly acknowledged providing details of such
literature in the references.

Signature:
Name: Visesh Agarwal
Address: 136 Jessore Road, Avani Oxford, Block – 4, Flat 4-5-O, Kolkata-55
Registration: 017-1111-1771-17
CU Roll No: 171017-21-1776
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ACKNOWLEDGEMENT

“Knowledge is an experience gained in life, it is the choicest possession, which should not be shelved
but should be happily shared with others. It is the supreme art of the teacher to awaken joy in creative
expression and knowledge.”

The success of any project is the result of hard work & endeavor of not one but many people
and this project is no different. It take this as a prospect to a vow that it was an achievement
to have succeeded in the successful completion of project, which would not have been
possible without the guidance of our esteemed teacher ,Siddhartha Chattopadhay. Lastly, I
thank almighty, my parents, brothers, sisters and friends for their constant encouragement
throughout.

Thank you everyone.

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TABLE OF CONTENTS

CHAPTER 1- INTRODUCTION...................................................................................... 6
1.1 :INTRODUCTIONTOMARKETINGANDSOCIALMEDIAMARKETING(SMM) ........................ 6
1.2 : BACKGROUND OFTHESTUDY ......................................................................................... 7
1.3 :LITERATUREREVIEW ......................................................................................................... 8
1.4 : OBJECTIVEOFSTUDY ......................................................................................................... 9
1.5 :RESEARCHMETHODOLOGY .............................................................................................. 9
1.6 : SCOPEOFSTUDY ................................................................................................................ 10

CHAPTER 2- CONCEPTUALFRAMEWORK .......................................................... 11

2.1 : NATIONAL SCENARIO OF SOCIALMEDIAMARKETING .......................................... 11
2.2 : INTERNATIONAL SCENARIO OF SOCIALMEDIAMARKETING............................... 13

CHAPTER 3 -ANALYSISANDINTERPRETATION .................................................. 15

3.1 : SOCIALMEDIA MARKETING .......................................................................................... 15
3.2 : PURPOSES AND OBJECTIVES OF SOCIALMEDIAMARKETING .............................. 15
3.3 : EVOLUTION OF SOCIALMEDIAMARKETING ............................................................. 18
3.4 : DIFFERENT METHODS OF SOCIALMEDIAMARKETING .......................................... 19
3.5 : SOCIAL MEDIAMARKETINGTOOLS ............................................................................. 20
3.6 : ADVANTAGES &DISADVANTAGESOFSMM ............................................................... 20
3.7 : THE SOCIAL MEDIAMARKETING FACTS .................................................................... 21
3.8 : BEST SOCIAL MEDIA CAMPAIGNS OFRECENTTIMES ............................................. 21
3.9 : ANALYSISAND INTERPRETATION ............................................................................... 24
3.10 SWOT ANALYSISOFSMM .................................................................................................. 33
3.11 :FINDINGS ............................................................................................................................. 34

CHAPTER 4- CONCLUSION&RECOMMENDATIONS .......................................... 35

4.1 :CONCLUSION ...................................................................................................................... 35
4.2 :RECOMMENDATIONS ....................................................................................................... 36
4.3 BIBLIOGRAPHY ................................................................................................................... 37

ANNEXURE 1 ................................................................................................................... 38
QUESTIONNAIRE .................................................................................................................................... 38
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CHAPTER 1- INTRODUCTION

1.1 :INTRODUCTION TO MARKETING ANDSOCIALMEDIA MARKETING(SMM)

During the traditional times marketing was defined as activities a company undertakes to
promote the buying or selling of a product or service. Marketing includes advertising, selling,
and delivering products to consumers or other businesses however in this modern era the
definition of marketing is expanding and the medium of the advertising is changing.
Nowadays marketing is not only focused on advertisement of products it is more into
understanding the customer needs and then making a product to cater them . In an era where
technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast
pace of change or risk being outdated. Gone are the days when a pure-bricks business model
will thrive well in current market scenario. We therefore need to understand how offline
marketing differs from online marketing. Offline marketing is any advertising strategy that
is published and released, in its entirety, outside of the internet. Offline marketing strategies
can be implemented over a multitude of different media including through point, radio,
television, banners, print media, and more. Online Marketing, or digital marketing, as it is
commonly known, is a marketing strategy that utilizes the internet to deliver promotions,
advertisements and solicit the attention of the target audience. The online marketing process
includes utilizing web content, email campaigns, video advertising, and even virtual and
augmented reality in order to drive direct sales to ecommerce or generate sales leads. One of
the most important tool of E marketing is the social media marketing as the use of social
media is the most talked about in our daily lives be it news be it food or be it anything around
the globe. It is practically impossible to design a marketing strategy without considering
social networks. Social media had become really important gradient in today’s marketing mix
in general and in promotion mix in particular. Adapting some form of marketing online
through social media is a key node for all businesses, especially in an industry where trends
constantly change such as fashion and handicraft.
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1.2 : BACKGROUND OF THE STUDY

Over the past 40 years, we have experienced a radical shift in how business is conducted and
how people interact. Social Media Marketing is the hottest new marketing concept. It is about
understanding how technology is making it easier for people to connect socially with their
social networks and how one’s business can profit from that understanding. The growth of
social media has created a need for platforms to evolve with consumer’s demands for
something new and entertaining. Over the years there have been many networks that have
been slow to implement changes or unable to adapt their platform to demands of consumers.
On a daily basis we check our phones on average 150 times, it is the first thing we do in the
morning, the last thing we do at night and continually throughout the day, social media
marketing is everywhere. Over the years there have been many social platforms that have
successfully developed their brand to accommodate the needs of consumers, but of course
where there are successes there are failures, and many platforms have failed to stay relevant in
an ever changing climate.
Believe it or not social media did not start with Facebook, the idea of social media began in
the early 1970’s as a result of aspects like e-mail, the first e-mail being sent in 1971. With the
first solely social interaction site developing in 1997,Six Degrees. The importance of
understanding the history of social media marketing is not only the development of the
platforms but how they also offer something unique for the customers and offer a personal,
yet sometimes interruptive form of advertising for businesses. Knowing how to use social
media marketing for your business properly and acknowledge upcoming platforms as well as
out-of-date sites gives you advantage over others.
This saga, still has many stages to unfold. Social media marketing as a term, however, is still
a mystery to most, misunderstood by many, and increasingly confused with others such as
behavioral economics. Henceforth, this project will help us get a better insight of the
terminology.
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1.3 : LITERATURE REVIEW

 (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. The five dimensions are Online Communities,
Interaction, Sharing of Content, Accessibility, and Credibility.

 (Hvass and Munar, 2012): Social media is the type of marketing intelligence that
can actually make or break all its digital marketing efforts. Using multiple media
functions to reach customers has been known to suddenly increase the customer bases
of most airlines while providing the airlines with more visibility. Social media is an
effectual and cheaper technique for generating public relations.

 (Gonzalez,2010):While social media provides never ending avenues for

communicating, it is the individuals who serve as the influencers not the technology.

 (Chris Fill, 2009)- Social media marketing is effective channel than the traditional
ways of marketing communication. While traditional media communicates on a one-
to-many basis which leads to mass marketing, the new media achieves one-to-one and
many-to-many communication which is more successful due to an individualized
approach.

 (Shankar ,2011)- “Technology related developments such as the rise of

powerful search engines, advanced mobile devices and interfaces, peer-to-peer
communication vehicles, and online social networks have extended marketers’ ability
to reach shoppers through new touch points”.
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1.4 : OBJECTIVE OF STUDY

 To study how technology is making easier for people to connect socially

with social networking sites.

 To study how social media help various business and consumers to benefit
from its implementation.

 To study how social media marketing differ from other forms of marketing.

 To study how social media serve relatively in expensive platform for an

organization to implement marketing campaigns.

 To study what monetary and non- monetary benefits social media marketing
platforms provide.

1.5 :RESEARCH METHODOLOGY

Market research, as a sub-set aspect of marketing activities, can be divided into the following parts:

Primary research is research you conduct yourself (or hire someone to do for you.) It
involves going directly to a source – usually customers and prospective customers in
your target market
– to ask questions and gather information

Secondary research is a type of research that has already been compiled, gathered,
organized and published by others. It includes reports and studies by government
agencies, trade associations or other businesses in your industry.

Here, as a researcher, I have focused on collecting information using the

primary research techniques a Questionnaire.

Area of Study: The study has been conducted in Kolkata, West

Bengal Method of Study: Google Docs Form
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1.6 : SCOPE OF STUDY

Businesses are always keen to know how they can get visible online and introduce their
product or services online. This also requires a special set of skills, technical know-how,
strategy planning, creating, executing and measuring the digital marketing campaigns. This
can be done in varying capacities, whichever type of digital marketing you depend on.

The scope of social media in India is immense and increasing rapidly. It is the 10th biggest
economy and also has the 2nd largest population in the world. A survey in 2019, which
includes the top businesses admitted that 15-20% of their marketing budget is allocated for
social media advertising. From that, it is understood the importance of social media in brand
advertising.

There will not be any person who doesn’t know what social media is. Isn’t it? But many
individuals may not know how it is important in digital marketing and how social media
marketing can enhance career growth.

As a result this project could provide and highlight the importance of social media
marketing in our life and also highlight that we do encounter it in our daily lives but
hardly think how huge this could be in the coming times.
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CHAPTER-2 CONCEPTUAL FRAMEWORK

2.1 : NATIONAL SCENARIO OF SOCIAL MEDIA MARKETING

The digital marketing trend in India has been mounting for years now. It has led to the present
era to become sophisticated by becoming more responsive. It enhances the frequency and depth
of its users. As a Digital Marketer, it can be argued that the most important phenomena that
happened in Digital Marketing scenario in India, in the past few decades, is the “Jiofication”.
On September 6, 2016, Reliance Industries launched Jio to the public, thereby creating a new
meta. With dirt-cheap pricing and several free offers, it moulded the average Indian mindset
with a craving for more data.

People with no access to the Internet was given access and existing Internet users were given
more data which provided them with a wide array of browsing possibilities. This meant more
eyes viewing the content you put out on the internet.

Source: Global Digital report 2019

Spending in India has grown by 15.5% since 2016 to Rs 5846 crores with digital marketing.
Stretching fast to 4.5% as media office GroupM stated in its 2015 and 2016 reports. With TV
and radio showing much slower development than in 2015, mobile advertising incomes
development rate tends to increase by 27% gaining as $27 billion income in 2017!. Digital
marketing originates from web-based social networking. This is because individuals focus more
on online networking. There are more than 82 million dynamic clients on Facebook. The studies
state that India will have the world’s largest Facebook population by 2020.
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Source: Global Digital report 2019

The digital marketing industry in India is worth $68 billion! Additionally, advertising via m mobile phones
and tablets rose to 200 per cent, that is $6 billion. This market is estimated to soon touch $7.8 billion!

Source: Global Digital report 2019

Moreover, India has 110 million mobile internet users of which 25 million are in rural areas. 70% of this
number access the web via mobile phones. With these numbers, it is clear that marketing objectives
based on creating and maintaining a network of people through digital Marketing is the most powerful
method. This is because personalized marketi
marketing
ng activities targeting their set of audience has shown
tremendous success over the years.
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2.2 : INTERNATIONAL SCENARIO OF SOCIAL MEDIA MARKETING

Each year, near the start of the year, We Are Social update their massive global compendium of stats
which gives some great insights into the world of social media. It's particularly interesting how far some
countries are diverging in terms of social media use, and surprising that Western Countries are actually
lagging a fair way behind in adoption rates.

Some of the key takeaways from their Global Digital Report 2019include:

 The number of internet users worldwide in 2019 is 4.388 billion, up 9.1%year-on-year.

Source: Global Digital report 2019

 The number of social media users worldwide in 2019 is 3.484 billion, up 9%year-on-year.
 The number of mobile phone users in 2019 is 5.112 billion, up 2%year-on-year.
 According to 2019 social media statistics, there are now 3.2 billion users around the globe, that
is about 42% of our total present population.
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 68% of adults based in the U.S reportedly have a Facebook account.

 Active social media users are composed of 48.2% Baby Boomers, 77.5% Generation X
and 90.4% Millennials.

 An interesting research shows that a user spends an average of 2 hours and 22 minutes in
his social media account everyday including messaging.

 73% of online marketers agree that their efforts in implementing a social media marketing
strategy for their business has been effective.

 2 million business today use Facebook advertising for promoting their products and services.
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CHAPTER-3:
3: PRESENTATION, ANALYSIS & FINDINGS

3.1 : SOCIAL MEDIA MARKETING

Over the past 40 years, we have experienc

experienceded a radical shift in how business is conducted and
how people interact. The introduction of personal computers, the Internet, and ee-commerce
have had a tremendous impact on how businesses operate and market. As new technologies
became available, businessess that learn to use new technologies gain great benefits. Some the
best-known
known examples include technology-driven companies such as Microsoft, eBay,
Amazon and Google. In a short span of time, social media has become one of the most loved
mediums for the Indian
dian youths today. Social Media Marketing is the hottethotte new marketing
concept and every business owner wants to knowhow social media can generate value for
their business.

Social media marketing programs usually centre on efforts to create content that at attracts
attention and encourages readers to share it with their social networks. Hence, this form of
marketing is driven by word--of- mouth, meaning it results in earned media rather than paid
media. Social media has become a platform that is easily accessib
accessible
le to anyone with internet
access.
Increased communication for organizations fosters brand awareness and often, improved
customer service. Additionally, social media serves as a relatively inexpensive platform for
organizations to implement marketing campa
campaigns.

3.2 : PURPOSES AND OBJECTIVES OF SOCIAL MEDIAMARKETING

One of the main purposes in employing Social Media in marketing is as a communications

tool that makes the companies accessible to those interested in their product and makes them
visible to those who have no knowledge of their products. It's the only form of marketing that
can provoke consumers at each and every stage of the consumer decision journey. Platforms
such as Twitter, Youtube, Face
Facebook
book and Google+ have a larger amount of monthly users,
us the
visual media sharing based mobile platforms however, garner a higher interaction rate in
comparison and have registered the fastest growth land have changed the ways in which
consumers
mers engage with brand content.

To this
his end, companies make use of platforms such as Facebook, Twitter, YouTube
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and Instagram in order to reach audiences much wider than through the use of traditional
print/TV/radio advertisements alone at a fraction of the cost, as most social networking sites
can be used at no cost. Companies may also hire personnel to specifically handle these social
media interactions, who usually report under the title of online community managers

 Generating a Lot Of Leads

One of the most important things for the business is to make sure that they are able to have some
amazing leads for their businesses. Leads will help your website get the most relevant traffic. For
different kinds of businesses, there are different sorts of leads and that is why having befitting
Social Media Marketing Objectives helps businesses target the most relevant audiences through
their marketing campaigns. Some brands might focus on getting more customers and some would
focus on other things. But the main agenda here is to make sure that people become more and
more interested in the business which is very important.So, make sure that you have lead
generation as your number one goal if you want to make your business successful.

 Increasing the Sales

The whole point of having a business is to make sure that you are able to sell the products and the
services that you provide, right? So, you can easily use social media in order to do that.
Increasing the sales of the company should be a major agenda for any particular business on the
internet. But most people don’t even know about that. Social media can be a really powerful tool
in increasing the sales of the company. The more people see about your services and products on
social media, the better it will be for your brand. So, you need to keep this in mind for sure. This
is one of the most important social media marketing objectives, so make sure that you don’t miss
it, people. For this, you need to know where your audiences are and then accordingly, you need to
customize and schedule your content posting. You can use Keyhole tool to know where your
audiences are. For instance, if you run B2B business, LinkedIn and Facebook are the platforms
where your most relevant audiences would be. You can also include Influencer Marketing
Strategy in your Social Media Campaigns. Using loyal customers as brand advocates can also be
useful for you. In addition, user-generated content and Social Media Advertising can also be
fruitful for you.

 Engaging With The Outer World

Just because you have a business doesn’t mean that you only have to spend time with it. I mean,
if you want to make sure that people choose your brand, then you need to interact with the people
as well .Social media is the perfect tool for that. If you make contacts with the clients and
customers that you have, then you will see that more and more people are interested in your
brand. Not just that but you also need to connect with influencers and other businesses as well.
But how are you going to do that? Well, this is where social media again takes the game away.
With the help of social media networking, you can easily engage with more people and also the
people that really matter to the internet. Social Media is one of the most powerful platforms for
widening the reach of businesses. With analytics tools, you can know inclinations and presence of
your audiences. Accordingly, you should engage and convert them.

 Increase Your Influence Over People

Till now we have only talked about how it is important to make contacts with the people. Now we
are telling you that you need to expand the network that you have as well. You need to make sure
that people knowhow influential you are.
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So, social media can again be a great help in that. It can optimize your brand recognition and let
people be aware of your unique highlights in the most effective and result driven manner
possible.
There are so many different types of platforms where people sharing interests, can come and have
discussions over topics and sub-topics. Well, you can easily make some new networks and
connections over here. The more you talk about stuff, the more people will get you. You need to
establish yourself as a subject expert that will automatically pull in those people who are in
search of industry or niche experts. This will optimize your presence on the web to boost your
authority and conversions.

 Get Your Reputation High Up In The Sky

Well, we don’t literally mean the sky but we mean that you need to have a good reputation in the
online world in order to make sure that your business is a success. There is no doubt about the fact
that word travels really fast around in the world of social media. If you want people to talk positive
about your business, then you need to have a reputation like that.Social media reputation is a very
important objective for the business. See that people know and respect you as a brand. Only that
way you will be able to make an effect on people and ultimately your business will have a blast.
Having an Online Reputation Manager can be highly useful for you. Including Social Media
Listening and Social Media Monitoring in your marketing strategies is very significant for ensuring
the needed online reputation for your brand.
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3.3 : EVOLUTION OF SOCIAL MEDIAMARKETING

1997  BLOGGING BEGINS

1998  GOOGLE SEARCH LAUNCH

2003  LINKEDIN LAUNCH

 MYSPACE LAUNCH

2004  FACEBOOKLAUNCH

2005  YOUTUBE LAUNCH

 OZONE LAUNCH
2006  TWITTER LAUNCH
 BUZZFEED LAUNCH
2007  TUMBLR LAUNCH
 FACEBOOK PLATFORM OPENS FOR ALL
2008  FACEBOOK PASSES MYSPACE

2009  TWITTER DEFINES NEWSCOVERAGE

2010  INSTAGRAM LAUNCHES

 GOOGLE LAUNCHES BUZZ
2011  WECHAT LAUNCH
 GOOGLE+LAUNCH
 SNAPCHAT LAUNCH
 PININTEREST LAUNCH
2012  FACEBOOK BUYS INSTAGRAM
 FACEBOOK REACHES 1 BILLION USERS
2013  YAHOO BUYS TUMBLR
 VINELAUNCH
2014  FACEBOOK BUYS OCULUS

2015  SNAPCHAT REACHES $50mm IN AD REVENUE

 TWITTER ACQUIRESPERISCOPE
 PININTEREST LAUNCHES ITS MARKETTING DEVELOPER
PARTNERSPROGRAM
2016  FACEBOOK ACHIEVES 68.0% SHARE OF ALL SOCIAL NETWORK
ADREVENUE
 LINKEDIN IS ACQUIRED BY MICROSOFT
2017  FACEBOOK LAUNCHES FACEBOOK AUDIENCENETWORK(FAN)
 INSTAGRAM PASSES $1B IN ADREVENUE
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3.4 : DIFFERENT METHODS OF SOCIAL MEDIAMARKETING

Social network marketing is popularly called as Internet marketing. Today you can find many
ways for internet marketing. Many people who enter this online marketing are less worried
because of its guaranteed success. Internet attracts many business people to promote their
business online. Social network marketing is grown to such a height that today many people
can't earn without it.

Blogging

When you start Blogging or posting your data about any product, you can see less
response from clients. Websites and blogs are most powerful tools for social network
marketing when matched with other networking tools. Blog is an amazing tool which
provides many other facilities in addition to just marketing your business. Examples of
famous social media blogs in India are Social Samosa, Campaign India etc.

Personal website or blog

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

Article selling

It is also best and cheap internet

marketing method. It is a mode of
advertising our trade just by writing
articles and attracting endless
number of users across world.

Email sending

Electronic mail sending is the best

way to marketing. Collect list of
email addresses through portfolio
websites and email about your
business to all internet users.

Use social networking websites

Social networking websites like Twitter, Facebook can be used to promote your sales.
These provide best platform for all who are thinking of online marketing.

Video promotion

Use several video distribution websites for your marketing. These websites uploads your
service to the whole world. All that you need to do is film a video about marketing and
send it to video uploading sites like You Tube.
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3.5 : SOCIAL MEDIA MARKETINGTOOLS

Besides research tools, various companies provide specialized platforms and tools for
social media marketing:
 Social media measurement
 Social network aggregation
 Social bookmarking
 Social analytics Automation
 Social media
 Blog marketing Validation

3.6 : ADVANTAGES &DISADVANTAGES OFSMM

[BENEFITS]
1. Content Distribution: A fast way to distribute content to a wide audience.

2. Brand Building: Create a message, repeat and strengthen over networks.

3. Establish Expertise: Share your expertise and knowledge with a large audience.

4. Communication: Directly communicate with the customers

5. Industry Research: Learn new trends, tool and other information to help you
expand your business.

6. Competitor Research: Keep an eye on competitors to see what they are doing.

7. Word-Of-Mouth Monitoring: Keep tabs on your brand and what people are saying.

8. Low Cost: Involvement in most social networks is free to join and contribute.

9. Speed: Services in the cloud are available anywhere and as soon as you
contribute it is distributed.

10. Viral: Social media is easily shared and distributed.

[NEGATIVES]

1. Time consuming: With all these networks, people and tasks it truly is difficult to keep up.

2. Speed: Speed was a benefit, but just as fast as you can get information out and
positive reviews can spread, so can the speed of negative information and opinion.

3. Viral: Another benefit that can also be considered as disadvantage. Bad feedback and
word of mouth can quickly be passed along.

4. Change/Loss of network or rise of new: My Space has almost lost ground, what
network could be next; or what next network will grow and add to the list of
responsibilities.
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3.7 : THE SOCIAL MEDIA MARKETINGFACTS

In 2017 social media has become the crucial part of digital communications strategies. Social
media delivers measurable results in sales, leads, and branding. It also enables to reach a large
number of people at a low cost. The world of social media networks is dynamic and in
constant change.
Below are several fascinating social media marketing facts and statistics that will influence
marketing in 2018. . Even if one considers himself as the “Cookie Monster” of paid
advertising on social, the astounding statistics provided below do not lie in regards to how
businesses are flocking to promote their content on social media.

3.8 : BEST SOCIAL MEDIA CAMPAIGNS OF RECENTTIMES

Pantone-#Glowing Gone
Pantone Color Institute announced
that the color of2019is “Living
Coral,” raising awareness on the
decimation of living coral reefs due to
climate change. Pantone and Adobe
have teamed up on the expanded
campaign, #GlowingGone. Creatives
are being challenged to usethe colors
in codes #0029fd (blue), #FFFF05
(yellow), and #9007f9 (purple) to
raise awareness of the threats to coral
reefs. Creations are shared on
Instagramor Twitter with the hashtag
#GlowingGone and tagging
@GlowingGone in the description
andimage.
Adidas – She Breaks Barriers
Adidas’s “She Breaks Barriers” initiative began from social media. Using the hashtag #CreatorsUnite,
Adidas asked athletes about the challenges and barriers that they face. The responses helped shape She
Breaks Barriers. Adidas has launched a series of partnerships with three areas of focus: (i) provide
access, (ii)

remove stereotypes, and (iii) address the inequality for female athletes at all levels and ages. Partners
include the Global Sport Institute at Arizona State University, Pharrell, the Women’s National
Football Conference, the NFL’s first female coach Jen Welter ,and Texas A&M. Adidas is also
partnering with Twitter to livestream female high school sports.
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Gillete : The Best Man Can be ( International Men”s Day)

In itss latest campaign on #ShavingStereotypes,

Gillette asks the question – Why don’t men show
their tears? The brand challenges the enduring
stereotype on why men are taught to not show their
vulnerability, not to show their emotions, not to cry
because it makes es them weak. Through a heartfelt
story of Lt Col Manoj Kumar Sinha, SM (Retd),
Gillette with its second edition of
#ShavingStereotypes, says that it is ok for Men to
Cry. Men expressing their vulnerability through
tears is being #ManEnough. As a leading m male
brand, Gillette aims to pave the way for men to re
re-
think their notions of masculinity and strength.

SBI Life - #Each for Equal

International Women’s Day is a day that celebrates the ones who still have to fight for equality in
society. For a woman, the battle for equality ranges from, equal pay and promotions at work to having
a say in matters of the house. Unfortunately, in many cases, people rarely pay
heed to the value of a woman’s life. If something
were to happen to the woman of the house
house, what
would happen to her dear ones?
In this article, we aim to urge women to play an
equal role in securing their loved ones. We will
take 2020’s
theme of International Women’s Day Day; an equal
world is an enabled world - #EachForEqual
#EachForEqual, to
communicate our message.
essage. Let’s be #EachforEqual
even in securing those that mean the world to us.

Classmate: Be better than yourself

A moving story of a young girl, writing to her mother about

how her marks couldn’t be as good as her friends’ in spite of
diligence and hard-work,Be Better Than Yourself is a relatable
tale. The girl further promises her mother to get higher
marks than her friends, so as to be rewarded with herfavourite
her
chocolate cake. To the little girl’s surprise, her mother bakes a
cake sharing how she outdid herself
he and that is the true
competition.
 P a g e | 23

Tata : I have the power Campaign

India, as a growing and developing nation, faces an enormous challenge of growing fast and responsibly
like other emerging economies. This issue of our time needs to be addressed since climate change is a
global phenomenon with local consequences. With this backdrop, Tata Power has launched a nation-wide
campaign titled ‘I Have the Power’ to create awareness on the choices it provides to today’s customers.
The campaign promotes the core message of opting for environmentally friendly means of consuming
energy and thereby highlights the range of smart and sustainable solutions and services like Solar
Rooftop, EV Charging and Solar Micro-grids that the firm now offers to its customers.
 P a g e | 24

3.9 : ANALYSIS AND INTERPRETATION

1. Age of the audience

ANALYSIS:
AGE
AGE RESPONSE
20
18-25 YEARS 19 15
26-35 YEARS 11 10
RESPONSE
36-45 YEARS 14
46 & ABOVE 6
18-25 26-35 36-45 46 &
TOTAL 50 YEARS YEARS YEARS ABOVE

INTERPRETATION:
From the above table it is found out that out of 50 respondents 19 are between the age of 18
18- 25,
11 respondents are between the age of 26 26-35,
35, 14 respondents are between
betwee 36-45 years and 6
respondents are above 45 years of age. The survey was conducted on the people from children to
middle aged and the findings suggest a great craze among younger generation

2. Gender of the audience

ANALYSIS:

GENDER
GENDER RESPON
SE MALE FEMALE
MALE 21
FEMALE 29
TOTAL 50

INTERPRETATION: 58%
According to the survey, out of 100 respondents
42% of people are males and 58% of people are
females.
 P a g e | 25

3. Current occupation

ANALYSIS

OCCUPATION RESPONSE OCCUPATION

STUDENT 21
SERVICE 12
BUSINESS 7
RESPONSE
OTHERS 10
TOTAL 50

INTERPRETATION:
It is found that, out of 50 respondents 21 are students, 12 are in service, 7 are businessman and
10 are housewife.

4. What is your Annual Income level?

ANALYSIS
INCOME RESPONSE

Upto ₹2,00,000 12

₹2,00,000-₹5,00,000 9

₹5,00,000-₹10,00,000 17

₹10,00,000 & Above 12

TOTAL 50

INTERPRETATION: It is found that 24% of the population posses to a low income group
and 18% of people comes from a family with average income. Around 58% comes to a group
where income is more than₹5,00,000.
 P a g e | 26

5. What is your Educational

level? ANALYSIS
Less than 12 years in
LEVEL school
Post Graduate 8 Higher Secondary
Certificate
Graduate 18
Higher Secondary Certificate 14 Graduate

Less than 12 years in school 10

Post Graduate
TOTAL 50
10 15 20

INTERPRETATION:
It is found that the population’s educational level varies across different levels. Around
20% of the person belongs to those with basic education.28% and 36% have a educational
level upto Higher secondary and Graduates level. Only 16% belongs to Post Graduates
level.

6. How long have you purchased products/services through online Advertisement?

ANALYSIS:
TIME SINCE YOUR
TIME SINCE YOUR FIRST ONLINE
FIRST ONLINE RESPONSE PURCHASE
PURCHASE
LESS THAN 6
18
MONTH
6 MONTH BUT LESS
13
THAN 1 YEAR
1 YEAR BUT LESS
9
THAN 2 YEARS
2 YEAR AND MORE 10
TOTAL 50

INTERPRETATION:
According to the survey, it is found out that 36% of people for period less than 6 month, 26%
of people for period equal to 6 month but less than 1 year,18% of people for period equal to
1year but less than 2years,20% of people for period equal to 2years and more, use to purchased
products and services through online advertisement.
 P a g e | 27

7. Which of the products/services do you use?

ANALYSIS:

PRODUCTS/SERVICES PRODUCTS/SERVICES USED

RESPONSE
USED
APPARELES 13
ACCESSORIES 6
GADGETS 15
RESPONSE
BANKING 12
OTHERS 4
TOTAL 50

INTERPRETATION:
According to the survey, it is found out that 26%of the people use apparels 12%of the people use
accessories 32% of the people use gadgets 26%of people use banking and 8% use other products
/services.

8. How often do you visit websites through such advertisements?

ANALYSIS:

NUMBER
OF TIMES NUMBER OF TIMES YOUVISIT
YOU VISIT SITES BECAUSE OF SUCHADS
SITES RESPONSE
BECAUSE
OF SUCH
20
ADS RESPONSE
EVERYTIME 17
SOMETIMES 32
NEVER 1
TOTAL 50
 P a g e | 28

INTERPRETATION:
According to the survey, it is found out that 34%of people visit every time, 64%of people visit
sometimes and 2%of people visit never through such advertisement.

9. Do you purchase mainly in physical retail store or online?

ANALYSIS:

PHYSICALRETAIL
RESPONSE PHYSICAL RETAILSTORE
STORE ORONLINE OR ONLINE
PHYSICAL RETAIL
30
STORE

ONLINE WEBSITES 20
RESPONSE

0%
TOTAL 50
PHYSICAL ONLINE
RETAIL
STORE

INTERPRETATION:
According to the survey, it is found out that 60% of people purchase through physical retail
store and 40% of people purchase through online sites.

10. Is social media marketing a boon or a curse?

ANALYSIS:
BOON/CURSE
BOON/CUR RESPON
SE SE
BOON 38
CURSE 12
30

20

INTERPRETATION: 10
According to the survey, it is found out
76%of people thinks that social media BOON CURSE
marketing is boon and 24% of people
thinks it is curse.
 P a g e | 29

11. What do you like most about social media marketing?

ANALYSIS:

WHAT'S SO RESPON WHAT'S SO GOOD?

GOOD? SE
KNOWLEDGE 12

EASE OF ACCESS 12

TIME SAVING 26
RESPONSE

TOTAL 50

INTERPRETATION:
According to the survey, it is found out 24%of
people like social media marketing for
knowledge,24%of people like social media marketing for ease of access 54% of people for time
saving.

12. What do you dislike most about social media marketing?

ANALYSIS:

I DON'T LIKE IT I DON'T LIKE IT BECAUSE?

RESPON
BECAUSE? SE
LEADS TO SITE
WITH 36

MALWARE
UNTRUE 14
RESPONSE
TOTAL 50

LEADS TO UNTRUE
INTERPRETATION: SITE WITH
MALWARE

According to the survey, it is found out

72%of people dislike most about social media marketing as it leads to site with malware,28%
of people for untrue.
 P a g e | 30

13. Please rate the experience on scale of10?

ANALYSIS:

RATES RESPON
SE RATES
1-3 rates 8
4-7 rates 28
RESPONSE
7-10 rates 14
TOTAL 50

INTERPRETATION:
1-3 rates4-7rates 7-10
According to the survey, it is found out
16%of people rates their experience from
1to3, 56%of people rates from 4to7,
28%rates their experience from 7to10.

14. If you are given an option to advertise through social media, would you go ahead
with it?

ANALYSIS:

WHETHER YOU WILL WHETHER YOU WILL

ADVERTISE THROUGH RESPONSE ADVERTISE THROUGH
SOCIAL MEDIA? SOCIAL MEDIA?
YES 24 26

NO 26 24

TOTAL 50 22
YES NO

INTERPRETATION:
According to the survey, it is found out that 48%of people will go ahead if given an option to
advertise through social media and 52%of people will not go ahead with the option.
 P a g e | 31

15. Which Social media site do you find most effective?

ANALYSIS:

MOST EFFECTIVE
RESPONSE MOST EFFECTIVESOCIAL
SOCIAL MEDIA SITE MEDIA SITE
FACEBOOK 21
TWITTER 9
LINKED IN 9
CORPORATE BLOGS 11
TOTAL 50 FACEBOOK TWITTER
LINKED IN CORPORATE BLOGS

INTERPRETATION:
Accordingtothesurvey,itisfoundout42%ofpeoplefindsFacebooktobethemostconvenient and
effective social media site, 22% of people find corporate blogs useful while 18 % of people
believe Twitter and Linked In to be the most effective social media site.

16. Do you feel that your organisations should use social media more to market
its product/services?

MORE USE OF MORE USE OF SOCIAL MEDIA

RESPONSE
SOCIAL MEDIA

YES 48

NO 2

TOTAL 50
YES NO

INTERPRETATION:

According to the survey, it is found out 96 % of people wants organisations to use social media
for marketing while 4% of people don’t want to organisations to use social media more for their
marketing purposes.
 P a g e | 32

17. How was your current experience answering this questionnaire?

ANALYSIS:

EXPERIENCE OF
EXPERIENCE OF
RESPONSE ANSWERING
ANSWERING

45
40
GOOD 41
35
30
25
RESPONSE
POOR 9

TOTAL 50
GOOD POOR

INTERPRETATION:
According to the survey, it is found out 82%of people finds experience goods after answering
this questionnaire and 18%of people experience is poor.
 P a g e | 33

3.10 SWOT ANALYSIS OFSMM

STRENGTHS WEAKNESSES
 Large market reach or penetration  Ever changing environment

 Build conversation and converse with  Reputation welfare

others and build close networking
bonds  Time investment and personnel

 Human factor: your “brand” becomes  Pull marketing

more human

 Lack of privacy
 Direct contact with audience

 Increase in customer complaints

 It isfree

OPPORTUNITIES THREATS
 Develop applications to interact with  Competitor is going after the same
target audience space or same audience with similar
campaign
 Quick delivery, branding and enhanced
marketing opportunities  Has no solid revenue model

 Way for businesses to communicate  Staff limitation

with their customers
 Lack of organizational commitment
 Reach out for certain groups that
traditional media didn’t allow you  Customer disensitivity

 Developing a following/ audience that  Account hacking

auto nurtures itself.
 P a g e | 34

3.11 :FINDINGS

 By doing survey on social media marketing it has been found an age group from18-25
years are more use to with social media marketing (38%) of total percentage.

 Marketing through online in last 6 month to 1year is increasing rapidly.

 Online banking is also increasing in last 1 year. 26% found from analysis out of
total percentage.

 Consumer prefers mainly apparels and gadgets in online shopping.

 Consumer shifting radically from physical retail store to online store with view to save
time

 Consumer also preferring to advertise through online as this provide inexpensive

platform. 52% of people will go ahead to advertise through online.
 P a g e | 35

CHAPTER 4- CONCLUSION & RECOMMENDATIONS

4.1 : CONCLUSION
After surveying in respect of social media marketing several conclusions can be drawn. The
conclusions of the same are as follows:

Business today is being transformed from a transactional relationship to a social

relationship. Social media has reversed the traditional sales and marketing paradigm.
Once upon a time, a transaction was the trigger for building relationships – and the
repeat customer was the holy
holygrail.
With the present growth and scale of social networking, we would even be able to buy
products andd services through the social medium.
The medium is growing very fast and holds huge potential but is still in its nascent
stage in India. It
is time for the companies
to make effective
strategies and execute
them to win larger share
of business through tthis
revolutionary medium and
become the innovative
firm of coming future.
In the world with over 70%
of internet users active oon
social networks, who
spend at least one
hour a day on average on those social networks, we have to conclude that social
networkss have become a sort of reality in which people communicate, interact, and
obviously trust.
The findings published by business professional and marketers support the fact that
businesses can have a lot of benefits from using social networks, which is why
implementation of those has become a part of business practice. This is why social
media marketing is no longer considered to be on probation, but instead it has
become an important part of the business world.
Social marketing aims to achieve behavioural cchange
hange across a wide range of issues
which are crucial to the well being of individuals, groups, communities and the
planet. By understanding the motivations of individuals and organisations and the
factors which influence this, social marketing programmes can be developed to
influence and achieve behaviou
behavioural change.
 P a g e | 36

4.2 :RECOMMENDATIONS

Social media channel shave are markable ability to attract customers with very brief statements,
and they can lead your prospects
and customers to valuable content
located on your website. On the
other hand, your website can
encourage visitors to engage with
your company by prominently
linking to your social media
channels. In order to accomplish
this goal the following steps may
be followed:
 Modify your website to
complement your Social
Media Strategy.
 Identify the Actions you
want your Customers and
Prospects to take.
Implement your
Conversations
 Provide the Content your
Visitors Want.
 Maintain a consistent
Communication Style.
 Send Advertisements.
 In order to influence your prospects and customers, your sales effort must follow a
process that captivates and transforms your prospects by implementing these steps, which
must be integral part of Social Media Marketing strategy.
o Develop the proper context of your message.
o Create the proper content that engages.
o Provide a sample offering
o Ensure you follow-up.
o Request they share.
 P a g e | 37

CHAPTER 4.3 : BIBLIOGRAPHY

For the completion of this project, I have taken help from several books and websites,
which are as follows:

 www.xakbox.com
 www.elkjournals.com
 www.smartinsights.com

 Papers.ssrn.com
Economic
 Newspaper Times of India

 Edition of Economic Times

 Social Media Marketing : Strategies for Engaging in Facebook, Twitter

& Other Social Media - Li Evans

 500 Social Media MarketingTips -Andrew MacCarthey

 docs.gooogle.com
 P a g e | 38

ANNEXURE 1

QUESTIONNAIRE

1. Name:
2. Email Address:
3. Age of the audience
18-25years 26-35years
36-45years 46 &above
4. Gender of the audience
Male Female
5. Current occupation
Student Service
Business Others
6. Income Level of the audience
lessthan₹2,00,000 ₹2,00,000-₹5,00,0000
₹5,00,000-₹10,00,000 ₹10,00,0000 and above
7. Education level of the audience
Post Graduate Higher Secondary Certificate
Graduate Less than 12 years in school
8. How long have you purchased products/services through online
Advertisement? Less than 6 month 6 months but less than 1 year
1year but lessthan2years 2years and more
9. Which of the products/services do you use?
Apparels Accessories Others
Gadgets Banking
10. How often do you visit websites through such
advertisements? Every time Sometimes
Never
11. Do you purchase mainly in physical retail store oronline?
PhysicalRetailStore Online
 P a g e | 39

12. Do you find Advertising helpful for

yourself? Yes No

13. Is social media marketing a boon or a bane?

Boon Bane

14. What do you like most about social media marketing?

Knowledge Ease of Access
Time Saving

15. What do you dislike most about social media marketing?

Leads to site with malware etc Untrue

Others
16. Please rate the experience on scale of
10?1-3rates 4-7rates
7-10rates
17. If you are given an option to advertise through social media, would you go ahead
with it?
Yes No
18. Which Social media site do you find most
effective? Facebook LinkedIn
Twitter Corporate Blogs
19. Do you feel that your organisations should use social media more to market
its product/services?
Yes No
20. How was your current experience answering this
questionnaire? Good Poor
 P a g e | 40

THE END