1

IBS MUMBAI
Social Media Marketing
By Ghai Bhupenderpal Singh
14BSP1889
/06/2015

FACULTY GUIDE
Prof.Prema Ramachandra

COMPANY GUIDE
Shibani Shetty

AN INTERIM INTERNSHIP REPORT

ON

DIGITAL MEDIA MARKETING OF HIPPILY

APPLICATION
At
Hippily Technology India Private Ltd
A report submitted in partial fulfillment of the requirements
of PGPM program of IBS MUMBAI

UNDER THE GUIDANCE OF

PROF. Prema Ramchandra - IBS MUMBAI

Mrs.Shibani Shetty - Hippily Technology Private India Ltd
BY
GHAI BHUPENDERPAL SINGH
Enrollment No: 14BSP1889

AUTHORISATION
This project entitled Social Media Marketing at Hippily Technology
Private Limited submitted to IBS Business School, Mumbai, is a
record of an original work done during the period 24th February, 2015 to
30th May, 2015, under the guidance of Mrs. Shibani Shetty and
Viswanath Ramachandran Founder and CEO, Hippily Technology
Private Limited and Prof. Prema Ramchandra, IBS Mumbai.
This project work is submitted in the partial fulfillment of the
requirements for the award of the certificate of Post-Graduate
Programme in Management (PGPM). References are provided as it is
free of plagiarism.

GHAI BHUPENDERPAL SINGH

14BSP1889

ACKNOWLEDGEMENT
The internship opportunity I had with Hippily Technology Private
Limited. was a great opportunity for learning and professional
development. Therefore, I consider myself, a very lucky individual as I
was provided with an opportunity to be a part of it. I am also grateful for
having a chance to meet so many wonderful people and professionals
who led me though this internship period.
I am using this opportunity to express my deepest gratitude and special
thanks to the Mrs. Shibani Shetty (Manager) and Viswanath
Ramachandran, Founder and CEO Hippily Technology Private
Limited., who in spite of being extraordinarily busy with their duties,
took time out to hear, guide and keep me on the correct path and
allowing me to carry out my project, at their esteemed organization and
extending during the training.
I am extremely thankful and pay my gratitude to my faculty guide, Prof.
Prema Ramchandra, for her valuable guidance and support throughout
the project, in its presently. I sincerely acknowledge her for extending
her valuable guidance and support for literature, critical reviews on the
project and above all, the moral support she had provided during all the
stages of this project.
I extend my gratitude to IBS Business School, Mumbai for giving me
this excellent opportunity.

ABSTRACT
This report presents the work experience on a Mobile application known
as Hippily which operates on both android and iOS platforms. This
internship report in based on three month long internship program that I
had completed in Hippily Technology Pvt Ltd.
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. It is practically impossible to design a marketing strategy
without considering social networks. Social media had become really
important gradient in todays 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 handicrafts.
My internship is on social media marketing. Throughout my internship,
I had been working on different social media platform like Facebook,
Twitter, Instagram, Google+ and Pinterest. I planned and executed
different social media campaigns (contests) for Twitter and Instagram.
This report explains the importance of social media marketing in present
era and this report will help the reader to get an idea about the Industry,
Indian population and digital media, concepts of social media marketing.
I also worked on Content Marketing for all the products which I
uploaded on daily basis on the application, Push notification, and also
for the Instagram post. I also did category management in which I was
allotted Mens Accessories and Travel product in this the work was to
disable the repeated kind of products and give suggestions on how the
category can improve further for the companies mobile application.
The successful completion of this internship indicates that future of
marketing is in the hands of Digital.

TABLE OF CONTENTS
Authorisation..3
Acknowledgement..4
Abstract...5
1. Introduction
1.1 Company Profile9
1.2 Vision and Mission...10
1.3 Management..11
1.4 About CEO.12
1.5 Application Functioing..13
1.6 Methodology..14
1.7 Limitation of Study.16
1.8 Competitors.17
2 INDUSTRIAL ANALYSIS
2.1 Social Media Marketing Industry19
2.2 Social Media Marketing Model... 20
2.3 Benefits of S&M Marketing.21
2.4 Strategies of S&M Marketing...23
2.5 SWOT Analysis24
2.6 PEST Analysis..26
3 Social Media Marketing
3.1 What is Social Media Marketing..29
3.2 Objective of Social Media Marketing..30
3.3 Target Audience...31
3.4 Platform Used...32
3.5 4cs of Social Media Marketing...43
3.6 Life Cycle of Social Media...48

Social Media Campanign

4.1Instagram Contest...50
4.2 Instagram Contest Anaylsis...53
4.3 Twitter Contest...56
4.4 Twitter Contest Anaylsis57

Offline Marketing
5.1 Word of Mouth Marketing..61

Content Marketing
6.1 Push Notification63

Findings, Conclusion, Recommendation

7.1 Findings..65
7.2 SWOT Anaylsis for Hippily..66
7.3 Conclusion.69
7.4 Recommendation...70

Refrences71

CHAPTER 1
INTRODUCTION

1.1 COMPANY PROFILE

Hippily Technology Pvt. Ltd is a company that operates its mobile based
application named Hippily. The app is available on Apples I-phone
and all Android devices. The company was founded on 17 th December,
2013. Based in Powai, a suburb of Mumbai Hippily caters to the needs
of consumers across India.
Following are the predefined product categories of Hippily.
Mens, Womens and Kids Apparels.
Fashion Accessories and Jewelry.
Bags and Wallets.
Footwear.
Beauty Care Products.
Quirky Products.
Home Dcor Products.
Vintage and Antique Products.
Products Segregation of Hippily Mobile Application which as
follow:-

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Products Segregation

2%
20%
38%
5%
3%
9%
8%

Clothing
Accessories
Bags and Wallets
Footwear
Beauty Care
Electronics
Home Dcor
Books & Media

15%

1.2 VISION AND MISSION

Vision: To be the app that determines the Product-Purchase
influence and interest graph for consumers.
Mission: Helping people discover the products their friends love.

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1.3 MANAGEMENT
The company is headed by the founder & CEO, Dr. Vishwanath
Ramachandran. A content team and engineering team work together
tirelessly to give users of the app a smooth and efficient browsing
experience .
The content team, headed by Ms. Shibani Shetty is responsible for
curetting unique content for the app, as well as marketing the app. It
consists of interns, freelancers and campus ambassadors.
Hippily follows a very open culture, where feedback is openly welcome
always. An open-door policy is followed, which enables any employee
to communicate with any other employee.

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1.4 ABOUT THE CEO

Mr. Viswanath Ramachandran served as Vice President of
Engineering for Webaroo Inc.
Mr. Ramachandran led the development, testing and deployment
of Webaroo's software products and service.
He worked in various engineering and management roles at
Netscape, Siebel and Digeo.
He served as the Founding Executive and Chief Technology
Officer of Webaroo Technology (India) Private Limited.

His Ph.D. research has been published in international

journals and conferences and his prior work in the industry has
been granted patents.
Mr. Ramachandran holds a Masters and Ph.D. in Computer
Science from Brown University and a Bachelors degree in
Computer Science from IIT, Bombay.

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1.5 APPLICATION FUNCTIONING

Hippily is dedicated to helping users discover and share beautiful,
hip products. The customers just needs to choose the categories to
follow, and a carefully curetted stream of products from dozens of
stores, presents itself in an addictive smooth swipe based user
interface.
The customers get to see each product by itself, and also can view
the comments posted by the person who has uploaded the product.
Users of the app are at an advantage because :
- They get access to a variety of e-commerce stores for a
particular product they are looking for.
- They have access to many options when they want to purchase a
product.
- Hippily notifies users of new finds and unique products on a
daily basis.
- Hippily keeps it users in touch with the latest trends; be it
clothing, electronics, home dcor, books & media, sports
&fitness, etc.
- Hippily has a database of over 1000 ecommerce stores, from
which it curates the best products on a daily basis and features
on the app.
- The customer is saved of the trouble of going through a long list
of products on an e-commerce store and leaving dissatisfied
without getting something unique.
Hippily gives users the best of products that they can directly buy from
the website, as the app redirects users to the webpage that sells the
product, so that the user can directly purchase the product.

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1.6 METHODOLOGY

The project is based on both quantitative along with the good

mixture of qualitative part. The report is based on both Primary
and Secondary data
Primary Data: - This report is based on primary data which has
very less primary data as the primary survey was made by me to
know the peoples reaction towards various social media
campaigns. As I asked personally 20 peoples that if the company
comes with any contests on social media platforms what will you
do.
Secondary Data: - This report is mainly based on secondary data
as I have read may case studies to understand the social media
marketing techniques which other e-commerce sites used in their
initial stage while they came into market and also read many
blogs for the new and advance marketing for social media
platforms. I also made a research on internet which social media
have more conversion rate.
Online Marketing for increasing the visibility and popularity
amongst the marketplace.
Social Media marketing for raising the visibility ratio amongst
the customer base and also aid in base generation.
Data Generation and Segregation of the details of different
brands products.

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Data Sources: Primary sources:-Primary data on social media was

collected from my personal interaction with 20 random
people on social media platforms.
Secondary sources: - Like primary data secondary source is
also major stream of information which helped me in my
project. List of secondary sources is
Internet
Social Network sites
Text Books
Blogs
Case studies

1.7 LIMITATION OF STUDY

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To build up this study several limitations has been discovered. Those

limitations are:
To collect primary data it is hard to get the correct
information from people because they might not feel
comfortable or provide their false feeling because they want
to remain surveyors feelings to be intact.
This is a long term research where more information could be
included. Due to the lack of time I was unable to compile all
the information through.
The precise analysis requires good amount of financial
support, because of that monetary limitation it is impossible
to use the full potentiality of social media marketing.
As the marketplace is only online, thus the offline potential
customers are left out.
Being a start-up company, we are still to establish a
renowned name in the e-commerce industry, which will take
some time to process up. Thus, Brand Visibility is low.

1.8 COMPETITORS

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INDIAN COMPETITORS
1. Roposo
2. Sweet Couch
3. Wooplr
4. Allmemoirs

US COMPETITORS
1.Fancy
2. Wish
3. Wapelo

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CHAPTER 2
INDUSTRIAL ANALYSIS

2.1 SOCIAL MEDIA MARKETING INDUSTRY

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Social media marketing programs usually center on efforts to create

content that attracts attention and encourages readers to share it across
their social networks. The resulting electronic word of mouth (eWoM)
refers to any statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an event, product,
service, brand or company. If some of the event, video, or post gets
famous it spreads like a viral on all the social media platforms. Through
social networking sites, companies can interact with individual
followers. This personal interaction can instill a feeling of loyalty into
followers and potential customers. Also, by choosing whom to follow on
these sites, products can reach a very narrow target audience.
In order to integrate Social Networks within their marketing strategies,
companies have to develop a marketing model.

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2.2 SOCIAL MEDIA MARKETING MODEL

In a marketing model (SNeM2S) based on Social Networks is provided.

The model includes the following steps:

Selection of potential Social Networks to use;

Definition of a financial plan;

Definition of organizational structures to manage the Social

Network in the market;

Selection of target;

Promotion of products and services;

Performance measures

Social Networking is used by 76% of businesses today. Business

retailers have seen 133% increases in their revenues from social media
marketing.
Some of the highlights include: 92% of marketers say social media is important for their business
(up from 86%)
58% of marketers say original written content is the most
important form of content
68% of marketers plan on increasing their use of blogging
61% of marketers plan to increase Google+ activities in 2014
6% of marketers are podcasting and 21% plan to increase
podcasting activity

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Facebook and LinkedIn are the two most important social

networks for marketers
64% of marketers plan on increasing their use of LinkedIn.

2.3BENEFITS OF SOCIAL MEDIA

MARKETING
The top benefits cited for social media marketing include top of funnel
objectives like increased exposure (92%) and increased traffic (80%).
While that is to be expected, what is interesting is that the more time
marketers have been at social media marketing, the more social media
helped them improve sales.

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Top B2B Social Media Platforms:

33% LinkedIn
31% Facebook
16% Twitter
11% Blogging
3% Google+
3% YouTube
Top B2C Social Media Platforms
68% Facebook
10% Twitter
6% Blogging
6% LinkedIn
2% YouTube
2% Google+
2% Pinterest
1% Social Review Sites (Yelp)

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2.4 STRATEGIES OF SOCIAL MEDIA

MARKETING
There are two basic strategies for engaging the social media as
marketing tools: The passive approach:Social media can be a useful source of market information and customer
voice. Blogs, content communities and forums are platforms where
individuals share their reviews and recommendations of brands, products
and services. Businesses are able to tap and analyze the customer voice
generated in social media for marketing purposes; in this sense the social
media is an inexpensive source of market intelligence which can be used
by marketers to track problems and market opportunities. Unlikely
traditional marketing i.e.; market research methods such as survey, focus
group and data mining which is very time consuming and expensive,
marketers can now utilize social media to obtain live information about
consumer behavior. This can be extremely useful in a highly dynamic
market structure in which we now live.
The active approach:-

Social media can be used not only as public relations and direct
marketing tools but also as communication channels (targeting
specific audiences with social media influencers) and as customer
engagement tools. Using customer influencers (for example

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popular bloggers) can be a very efficient and cost-effective method

to launch new products or services.

2.5 SWOT ANALYSIS OF SOCIAL MEDIA

MARKETING

Strengths: Consumer-centric solutions

Make presence in popular SM channels
Servicing wide range of industries
Create the 'Human' factor for the Brand
B2B
customers
networking
can
help
audience
Can focus on quality content over quantity
Broad minded approach in content creation

gain

B2C

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Investment and Interest over SMM.

Weakness: New to SMM

Few followers or fans
Poor engagement with fans
Insufficient interactive content creation
Less creativeness or narrow minded approach in content creation
Low target driven focus on key user segments
Restrictions on employees to use social networks
No frontier between the brand and users
Opportunity: Create a strong loyal community
Target niche markets and audience
Connect with happy customers via social media
Instant support via social networks
Connect with the 'Mavens'
Inter-connect all social channels and form a closed group
Create viral content - esp. for YouTube
Run social media contests and campaigns
Threats: Just another start-up brand image
Brand impersonalisation
Mediocre engagement
Negative followers hurling bad comments
Dominating presence of competitors

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Impression of industry incompetence

Time consuming campaigns
Insufficient funds and resources

2.6 PEST ANALYSIS OF SOCIAL MEDIA

MARKETING
A PEST analysis is a business measurement tool. PEST is an acronym
for Political, Economic, Social and Technological factors, which are
used to assess the market for a business or organizational unit.

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Social Media is much of a stand-alone industry in terms of these factors.

Any of the changes does not cause much difference to the
industry. Economical factors have very less influence on social media
because no matter how much downfall an economy can go to, people
will still use social media. To some extent it may reflect into its
commercial part but on industrial level as whole it will still continue to
influence the community.
Political factors also have no significant influence on the industry apart
from work ethics. Although due to recent events and movements,
governments of different countries and states have had asked all social
media giants to block or remove the inflammatory contents which might
offend Indian sensibilities. India against Corruption was a latest protest
movement related to political issues that took its toll on Indian
Government which received a huge support throughout the country and
was reflected on several platforms of social media.

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CHAPTER 3
SOCIAL MEDIA MARKETING

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3.1 WHAT IS SOCIAL MEDIA MARKETING

Social media marketing is the process of gaining website traffic or
attention through social media sites.
Social media marketing, or SMM, is a form of internet marketing that
implements various social media networks in order to achieve marketing
communication and branding goals. Social media marketing primarily
covers activities involving social sharing of content, videos, and images
for marketing purposes.
Social media marketing can also be defined in this way :To increase
sales by promoting a product or service via social media platforms
like Facebook, Google+, Twitter, LinkedIn, Pinterest, Instagram and
others, using a range of marketing communications tools and techniques.

30

Lets take a quick look at traditional marketing vs. social media

marketing.

Traditional
Marketing

Social Media Marketing

Dominate the Market!

Create a Social Media Community within

the Market

Shout Out Loud

Listen, and then Whisper

Me, Me, Me

Us, Us, Us

PUSH the Product or

Service

PULL in People with your Message/Story

Advertising

Word of Mouth Social Marketing

Control

Allow

Nurture Leads

Nurture Relationships

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3.2 OBJECTIVE OF SOCIAL MEDIA

MARKETING IN HIPPILY.
Build a social media community with high organic & inorganic
growth.
Encourage greater communication in the social media community
Increase downloads and drives app usage via Social Media

3.3 TARGET AUDINCE FOR HIPPILY.

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Technology
Early
Adopters

Progressiv
e Mindset

Hippily
Collage
students to
Young
professional
s
Age group
16-35

Positive
Attitude

3.4 PLATFORM USED

Active
Lifestyle

Social
Influencers

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Social networking websites allow individuals to interact with one

another and build relationships. When companies join these social
channels, consumers can interact with them directly. That interaction can
be more personal to users than traditional methods of outbound
marketing & advertising.
Social networking sites act as word of mouth. Social networking sites
and blogs allow followers to retweet or repost comments made by
others about a product being promoted. By repeating the message, the
user's connections are able to see the message, therefore reaching more
people. Because the information about the product is being put out there
and is getting repeated, more traffic is brought to the product/company.
Through social networking sites, companies can interact with individual
followers. This personal interaction can instill a feeling of loyalty into
followers and potential customers. Also, by choosing whom to follow on
these sites, products can reach a very narrow target audience.

PURPOSES AND TACTICS: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 make them visible to those who have no
knowledge of their products. Some commonly used platforms for the
projects were.

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1. TWITTER:-

Twitter allows companies to promote their products in short messages

limited to 140 characters which appear on followers home pages.
Messages can link to the products website, Facebook profile, photos,
videos, etc.
With the twitter handle of HIPPILY INDIA there was four to five
tweets everyday for promoting the brand. Companies twitter handle is
below. The twitter handle has 319 followers. Which includes the big
brands of fashion industry.

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2. FACEBOOK:-

Facebook pages are far more detailed than Twitter accounts. They
allow a product to provide videos, photos, and longer descriptions,
and testimonials as other followers can comment on the product pages
for others to see. Facebook can link back to the products Twitter page
as well as send out event reminders.
With the Facebook page of HIPILY INDIA we use to share our daily
collection which will be shown on the application on that particular day.

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We also use to share links of big brands which are there on our
application. There was five to six post everyday on the companys
facebook page which increased the Edge rank of the page which leads to
more views to our post we share. We have 17000+ likes on companys
page. Here is the Facebook application page

3. INSTAGRAM:-

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In May 2014, Instagram had over 200 million users. The user
engagement rate of Instagram was 15 times higher than of Facebook
and 25 times higher than that of Twitter. According to Scott Galloway,
the founder of L2 and a professor of marketing at New York Universitys
Stern School of Business, latest studies estimate that 93 percent of
prestige brands have an active presence on Instagram and include it in
their marketing mix. When it comes to brands and businesses, Instagram
goal is to help companies to reach their respective audiences through
captivating imagery in a rich, visual environment. Moreover, Instagram
provides a platform where user and company can communicate publicly
and directly, making itself an ideal platform for companies to connect
with their current and potential customers.

For HIPPILY INDIA Instagram was main social media platform which
required more followers so that the company can establish in the third
social media platform which now day all the companys use for their
brand promotion. We use to make 13 to 15 posts of our products
everyday which are available on our application and also we used to
Reposts of the different big brands like Forever 21. This all activity
leads to increase the followers from 71 to 260.

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4. GOOGLE+:-

Google+, in addition to providing pages and some features of Facebook,

is also able to integrate with the Google search engine. Other Google
products are also integrated, such as Google Ad words and Google
Maps. With the development of Google Personalized Search and other
location-based search services, Google+ allows for targeted advertising
methods, navigation services, and other forms of location-based
marketing and promotion. Google+ can also be beneficial for other
digital marketing campaigns, as well as social media marketing.
Google+ authorship was known to have a significant benefit on a
website's search engine optimization, before the relationship was
removed by Google. Google+ is one of the fastest growing social media
networks and can benefit almost any business.
The HIPPILY INDIA is yet to make a presence Google+. If the
company makes its presence on GOOGLE+ they have to follow five
steps to make an effective presence there are as follow.

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Real engagement:Googles epic quest for quality information and content extends into
Google+, and its easy to spot the spammers and shameless selfpromoters hereyou cant come to the potluck and not bring any
food. The best way to thrive on Google+, as an individual or
business, is to engage with peopleengage in conversation,
community discussions, Hangouts, and ask questions! For as much as
Google+ is a social media platform, there appears to be strong
connection between Googles search engine and Google+.
Give your business a face:Its difficult for a business page to interact on a personal level with
individuals. And this is why most small businesses struggle with
engagement and attracting a large following. No one wants to hear a
pitch, but most people do like to learn. Have someone on behalf of
your business present your content in a way that is helpful and not
just trying to sell something.

Communities:Hippily India has to get involved in areas of your business expertise

and fieldfind communities filled with people who share can help
you learn and provide opportunities for you to help others, proving
your own expertise. These communities are generally kept up by a
few moderators and a set of community guidelines. These are great
places to learn, engage in discussion, and make worthwhile contacts.
There are also communities dedicated to asking and answering

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questions about the social network, and these are great places to learn
more about the effective use of Google+.
Build a reputation based on quality:It is absurd to think that youll gain hundreds of followers and +1s
overnight, especially with a professional profile. This is where the
amount of effort you put into meaningful engagement will begin to
manifest into loyal followers, friends, and networking.
Hone your approach:Google+ is not Twitter, Facebook, or LinkedIn. You cant post and
then throw up your hands, walk away, and wait for the +1s to
flood in, nor should you expect overnight success. At the end of
the day, Google+ is built on authentic engagement with others in
your niche, field, and areas of interest, and that is what will propel
you forward.

5. PINTEREST:-

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Pinterest is a free website that requires registration to use. Users can

upload, save, sort, and manage imagesknown as pinsand other
media content (e.g., videos and images) through collections known as
pin boards. Pinterest acts as a personalized media platform.
The HIPPILY INDIA is yet to make a presence Google+. If the
company makes its presence on PINTEREST. As Pinterest has their
roots to expand the business have to follow 4 steps after we make our
account on Pinterest on daily basis. The Pinterest has 10MILLION
users worldwide and in INDIA itself the USERS went up by 150%
within a year.
We have to make UNIQUE BOARDS i.e.; related to our category
of products (Mens fashion, Women Fashion......) there is also a
limit step by Pinterest that is 500 boards with maximum pins that
is 200000. And the boards should relate to your application colour.
This should we have to create fresh content and pins
STRATEGICALLY. That means when we create our images we
should use WATERMARKS of our BRAND that whenever
people see it they should come to that its created by HIPPILY.
This step is to DRIVE traffic to our website and other social media
platforms by linking our Pinterest account to websites and other
social account. In which the pin button is must with its count of
pins.
The last step is to just be social that is we have to follow our
related brands and share their contents and images on our boards.
And in the Pinterest HASTAGS are very important as same as
INSTAGRAM. One thing which I came across that is we have to
give our followers a human touch we should not always promote
our business we can share some MARKETING CARTOONS and

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tell followers to give their feedback on that images. This strategy is

used by HUBSPOT.

3.5 FOUR Cs OF SOCIAL MEDIA

MARKETING

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1. CONTENT:Sharing & using valued content is the glue for social media
engagement & important in the early stages of researching technology
purchase. 59% of tech professionals use social media to learn about
new products and services. 45% of use social media to learn about
new company and brands.

2. CONVERSATION:-

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More conversation, less promotion. Listen, monitor & research to

your customer on social media the quicker the better. It doesnt have
to be sales all time. Create monitor streams for your strategies key
words, look your interest signals like wants, needs, love &
strategically reach out when it is appropriate. Find influencers, join
conversations.

3. COMMUNITY:Learning happens from peers &experts around similar professionals

roles, areas of needs or interest & discussion on real issues.
Community built through high value content peers & through leaders
exchange of ideas; & pros sharing advice & experience - NOT ADS

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4. CONNECTIONS:All channels are not created equal priority the social channels where
your prospects & influences spend time. Linkedin is powerful for
content; Twitter for news quick bites; YouTube and Slideshare for
how-to info; Facebook for trends. Pulse your customer test new social
channels.

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3.6 SOCIAL MEDIA LIFE CYCLE

50

CHAPTER 4
SOCIAL MEDIA CAMPAIGN

51

Hippily Technology Private Limited is a startup company. And know for

best of best products on its application from various e-commerce sites
like Flipkart, Amazon, Myntra, and Jabong. As my work is to make
higher rate of conversion by making different research for the
company on social media campaigns and making the practical use of
campaigns.

4.1 INSTAGRAM CONTEST

Process for Instagram contest is as follow:-

Instagram Hastag contest

New followers

Natura
l
follow
ers

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BACKGROUND: Instagram contest are taken place for increasing followers for the
companys Instagram handle. So I planned a contest for HIPPILY
INDIA. Just about everyone has Giveaway Contests. So we
decided to run a contest by selecting two dresses and asked our
audience to say which dress would be their Style Pick. In this the
participants has to follow just three easy steps to make sure they
are eligible for contest.
Contest was held for three days and winner was chosen on the
basis that the person having more number of likes on their Repost
will win.
This contest gave a positive response as the follower increased by
50 in just three days.

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INSTAGRAM CONTEST PICTURE.

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4.2 INSTAGRAM CONTEST ANAYLSIS

SUCCESSFULLY CHANGE IN FOLLOWERS

FOLLOWERS
300
250
200
150
100
50
0

FOLLOWERS

The follower were increased by 50 in just three days this proves the
contest was a successful.

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KEY WORD ANAYLSIS

As the contest rule was to use the HASTAG #livehippily to be

eligible for winning the most popular word used by participants is
#livehippily.

TOP PHOTO HASTAGS.

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The most popular Hastag used throughout three days when the contest
was run are Contestalert, Contest& Win all these three Hastag
shows 58 responses.
NUMBER OF LIKES INCREASED PER POST:-

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In the week of contest the total likes increased from 786 to 995 and
comments also increased from 20 to 43 which lead to increased Total
Engagement from 806 to 1037.

4.3 TWITTER CONTEST

A Twitter contest is not only a great way to build buzz and
increase brand engagement, but it also generates new followers and
grows your brand presence. There are even some who would
suggest that Twitter contests are more effective at building
engagement than any other online (paid) investments. So we
decided to run a twitter contest with companies twitter handle.
The contest was basically divided in two steps,
The participants 1st have to follow us on @hippilyindia.
Then has to Retweet the contest picture with their favorite
stylepack.
The winner was decided on the basis by the person having more
retweet on their answer would be selected as winner of the
HIPPILY INDIA twitter contest.

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CONTEST IMAGE

4.4 TWITTER CONTEST ANAYLSIS

SUCCESSFUL CHANGE IN FOLLOWERS

FOLLOWERS
325
320
315
310
305

FOLLOWERS

300
295
290
285
280
27 5
WEDNESDAY

THURSDAY

FRIDAY

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The followers increased from 291 to 319 in three days.

Audience Profile Analysis: Top Keywords

Audience Profile Analysis: Top Keywords
13

15
10

10

12
9
6

# Profiles

Audience Distribution by Date of Last Tweet

Audience Distribution by Date of Last Tweet
25.0%
20.0%
15.0%
10.0%

20%

19%

11%

12%

17%
11%

6.1%

5.0%
0.0%

Top Time Zones: Total Audience

4.3%

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Top Time Zones: Total Audience

GMT+05:30

58%

GMT-05:00

8%

GMT-10:00

7%

GMT-07:00

6%

GMT

6%

GMT+06:00

3%

GMT-11:00

2%

GMT-08:00

2%

GMT+01:00

2%

GMT+02:00

2%

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CHAPTER 5
OFFLINE MARKETING

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Given the Internets tremendous rise in popularity, todays marketers

refer to other media channels that arent connected to the World Wide
Web as offline. Offline marketing strategies utilize offline media
channels to create awareness of a companys products and services.
These campaigns can include radio and print advertising including
billboards, signs and pamphlets telemarketing, and television ads.
In my internship I have used the offline marketing as traditional
marketing to increase the number of Downloads for the Hippily
Technology Pvt Ltd.

5.1 WORD OF MOUTH MARKETING

Word-of-mouth marketing (WOMM, WOM marketing), also
called word of mouth advertising, differs from naturally
occurring WOM, in that it is actively influenced or encouraged by
organizations (e.g. 'seeding' a message in a network, rewarding
regular consumers to engage in WOM, employing WOM
'agents').

In this the task given to me was to increase the number of

downloads and for that there was some amount bonus given to me.
The task was constrained to one week.

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CHAPTER 6
CONTENT MARKETING

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Content marketing is a strategic marketing approach focused on creating

and distributing valuable, relevant, and consistent content to attract and
retain a clearly-defined audience. As my work was to make contents for
the companys application while uploading products and for the various
posts on social media platform
Content Marketing was used to upload products on the daily basis
we added 30 products to the companies UI.
Content was used for the push notification as daily basis.
Content marketing was also used the Instagram post for daily
basis

6.1 PUSH NOTIFICATION

Push notification, also called server push notification, is the delivery of
information from a software application to a computing device without a
specific request from the user. We design push notification for our users
based on one Hastags for that day. For example the Hastag is #party so
the push notification is design on that and its send to user of the
application to check out our party collection. Some of the push
notifications are based on Demographics like Age and Gender.

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CHAPTER 7

FINDINGS, CONCLUSIONS AND

RECCOMENDATIONS

7.1 FINDINGS

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There is almost no variability among the social media network users on

the basis of gender. It has been found that younger people are adopting
social media like anything and with a pace that was never before in the
past. It has also been found that almost every social media users who
were respondent in this case use to go to brand pages to learn more
about the product/services, to learn about the exclusive offers, to find the
reaction of their friends and peer
onselected brands. The effectivity of social media as a marketing tool wi
ll only be possible whenorganisation having their presence on social
media provide the concrete and timely information needed by the
consumers. The main way fans come to join/ follow a brand page/ brand
on social networking sites is through advertising followed by a friend
invitation .Buying Decision also plays an important role in motivation
towards brand following on the social networking platforms. The desire
to engage with the brand either through dialog with the brands
representatives or with other consumers (business to consumer +
consumer to consumer communication) leads to advocacy and loyalty
towards the brand and such consumer starts working as a brand
ambassador of the product/service. The brand following over the social
networking sites is converted into brand purchase either through offline
or online buying channel if the marketing strategies would be designed
by keeping in mind the perception and expectations of the consumers.
Consumer does research with search engines to locate their
product/service and brand of interest. With more networks are more
likely to gather opinions through their online network, read blogs and
query the Twitter channel as early steps in the decision making
process .There is a gap between consumer expectations and actual
delivery at social networking websites. Consumers don not get the
information timely and adequately. The questions are not being
answered by the brand pages in the speculative time frame of consumer.

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The consumers also do not perceive social media networks in general

and brand pages in particular as a grievance redressal platform. Because
the brands are not promptly respond to the issues raised by the
consumers.

7.2 SWOT ANAYLSIS OF HIPPILY.

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Strengths:
Hippily has a database of over 1000 e-commerce stores from
which it features products on its app.
The function that the app performs i.e. curetting the best product
from amongst the ordinary is a time saver for consumers.
Hippilys CEO has vast experience in this industry and his
knowledge and guidance is definitely strength of the company.
The app is one of a kind and there is no direct competition as of
now and hence, it is a short-term strength for the company
Weaknesses;
When it comes to promoting its apparel and accessories,
Hippily lacks experts on fashion, to curate its products.
The apps user interface doesnt have a search button. Though
a simple glitch, this technical error is a weakness and its
evident because many users have uninstalled the app because
of the lack of this feature.
The look of the app is rather dry and not exciting. Being an
app thats targeted to the younger crowd, such a look is a
weakness. It needs to be attractive.
The app is in its nascent stage and therefore very few people
are aware of its existence.
Only products from e-commerce websites can be featured and
not from apps.
.

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Opportunities:
Becoming a commercial app rather than just a social and
discovery app is a huge revenue generating opportunity for
hippily.
Hippily can use investors to grow. More money means Hippily
will be able to hire the services of experts to enhance the app.
Social Media awareness is a huge opportunity and avenue for
hippily to increase awareness about its app and thereby increase
downloads.
Entering into affiliate programs with e-commerce stores is
another opportunity which hippily can use to increase awareness,
and generate more users.
Threats :
The only major threat that hippily has right now is the competitors
that it has. Apps like Roposo, Sweet couch function on almost the
same lines as hippily.
Off late, many e-commerce websites are switching to the mobileapp platform. As hippily doesnt pick products from apps, this new
trend is a threat to the app.

7.3 CONCLUSION

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In conclusion, business today is being transformed from a transactional

relationship to a social relationship. It is now more critical than ever that
successful businesses use Engagement Marketing principles to plan for
successfully engaging their prospects and customers before during and
after their purchase cycle, and that the basis for this engagement is highquality and relevant information. Information which are demanded by
target market at a time and place of their choice (24/7 and 365
days/year) .
Marketers job is to provide this information in such a manner that you
are viewed in a positive light, create a positive brand and product
reputation and are selected as their brand of choice. With the present
growth and scale of social networking we would even be able to buy
products and services through the social medium. The medium is
growing very fast and holds huge potential but is still in its nascent stage
in India. Therefore, it is time for the companies to make effective
strategies and execute them to win larger share of business through this
revolutionary medium and become the innovative firm of coming future.

7.4 RECOMMENDATIONS

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Social media channels have a remarkable 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.
Use your Web Properties to drive people to take the actions you
are targeting .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.
Run Social Media campaigns on a regular basis as the company is
start up it will create awareness in the minds of people.

REFERENCES

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1. Neti, S. (2011). "Social Media and Its Role in

Marketing" (PDF). International Journal of
Enterprise Computing and Business Systems 1 (2).
2. Saravanakumar, M., Suganthalakshmi, T.
(2012). "Social Media Marketing" (PDF). Life
Science Journal (LSJ) 9 (4).
3. Mahapatra, Lisa (2013-08-09). "Social Media
Marketing: How Do Top Brands Use Social
Platforms?". IBTimes.com. International Business
Times. Retrieved 10 June 2014.
4. Hanna, R., Rohm, A., Crittenden V. (2011). "We're all
connected: The power of the social media
ecosystem". Business Horizons (BH) 54 (3): 265
273. : 10.1016/j.bushor.2011.01.007.
5. Olenski, S. (2014). "4 Things Marketers May Not
Know About Social Media Marketing". Forbes.
6. Hlavac, R. (2014). "Because were Happy: Using
Social Media to Turn Audiences Around".Forbes.
7. TOI,2014. Indian to have 243 million internet user
by june 2014: IAMAI. [online] Available from:
http://timesofindia.indiatimes.com/tech/technews/India-to-have-243-million-internet-users-byJune-2014-IAMAI/articleshow/29563698.cms
[Accessed on 10 April 2014]

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