A Presentation on

Social

Networking as Promotional Tool

SUBMITTED TO: Ms. Aashima Kalia (Lect. In Management) SUBMITTED BY: Himanshu (3177), Indu Thakur(3178), Kanika Gupta(3179), Gurleen Walia(3180) MBA-II (B)

Today marketing is undergoing a transformation due, in large part, to the Internet and social media and social networks. Social networking sites have become a powerful force in shaping public opinion on virtually every aspect of commerce. Because they amplify word-ofmouth marketing, they are becoming increasingly important in consumers purchasing decisions.

These are online communities of people who typically share a common interest or activity. They provide a variety of ways for users to interact with each other blogs, e-mail, instant messaging, and newsfeeds which contain information about, or valuable to those in your network. They are powerful in their ability to facilitate communication.

DIFFERENT SOCICAL NETWORKING SITES

FACEBOOK

MYSPACE

SOCIAL NETWORKING SITES

FLICKR

TWITTER

LITERATURE REVIEW

Einhorn (2007)

studied the content owners have come to deploy many of the same peer-to-peer technologies that once were used to enable file-sharing. In so doing, they have embraced new business models involving the use of advertising to monetize investments in legitimate content. studied the so-called new media technologies - often referred to as Web 2.0 - encompass a wide variety of web-related communication technologies, such as blogs, wikis, online social networking, virtual worlds and other social media forms.

Friedman and Friedman (2008)

Trusov and Bucklin (2008)

study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic invitations sent out by existing members, outbound WOM may be precisely tracked. The rise of the press, radio, television and other mass media enabled the development of an independent institution: the Fourth Estate, central to pluralist democratic processes. The growing use of the Internet and related digital technologies is creating a space for networking individuals in ways that enable a new source of accountability in government, politics and other sectors.

Dutton (2009)

Feezell, Conroy and Guerrero (2009)

examined the help of online groups to foster political engagement among citizens. This work contributes to an active dialogue on political usage of the Internet and civic engagement by further specifying forms of Internet use and corresponding effects. examines the impact of social capital on advertisement prices in an online social network. contributes to the ongoing conversation about privacy on social network sites. Adopting Facebook as its primary example, it reviews behavioral data and case studies of privacy problems in an attempt to understand user experiences. analyze that web 2.0 has become the buzz word describing a plethora of social media available on the internet, including blogs, photo and file sharing systems (e.g., Flickr, SlideShare, YouTube), and social networking sites (e.g., Friendster, MySpace, SecondLife).

Hunter III (2009)

Peterson (2010)

Jankowski (2010)

Gaudeul and Giannetti (2011)

deals with the role of reciprocation in the formation of individuals' social networks, that is to what extent initiating a relation brings about its reciprocation.

Haehlen (2011)

analyze that tweet, poke, post, friend, like, blog, link, comment, and share: the opportunities to communicate electronically using social media tools seem never ending. Facebook, Twitter, YouTube, MySpace, and LinkedIn are just a few of the social media sites that allow people to communicate and connect with others across the world in seconds.

NEED, SCOPE & OBJECTIVES OF THE STUDY

 Promotion and Marketing is a vital aspect of todays business. Promotion is the integral factor that affects the demand and awareness of the product. In earlier days, Print media advertisements were focused upon to promote a product. But now a days stress is given to Electronic Media advertisement. With the advertisement of information technology, internet is also used as a media of promotion. So Social Networking could be a profitable potential tool of advertisement and promotion. So it is the demand of modern high tech era, that Social Networking should be analyzed and adopted for promotion as it posses great potentialities to become an integral media of promotion.

 With the development of Web technology there is a significant improvement noticed in social networks. Virtually every person is connected to some of the social networks and many out of them are with multiple network profiles. With a wider audience base Social networking platforms can be used effectively as mass promotion platform.

 To evaluate Social Networking as a marketing tool. To analyze Social Networking as a tool of maintaining public relationship as well as brand awareness. To determine the role of Social Networking to target and segment the market. To evaluate the role of Social Networking in experimental product launching.

RESEARCH METHODOLOGY

SAMPLING DESIGN:

RESEARCH DESIGN:
Descriptive

UNIVERSE: Jalandhar & near by areas SAMPLE SIZE: 50 respondents

SAMPLING TECHNIQUE: Judgmental and convenient.

RESEARCH METHODOLOGY
DATA COLLECTION & ANALYSIS:
PRIMARY DATA: Questionnaire SECONDARY DATA: Internet, publications, research papers & journals

TOOLS OF PRESENTATION & ANALYSIS:

Tables
Pie Graphs Charts Case Analysis

DATA ANALYSIS AND INTERPRETATION

 Statement 1: Educational Qualification of Consumers

 Statement 2: Age Group of Consumers

 Statement 3: Monthly Income of Consumers

 Statement 4: Profile on social networking services

 Statement 5: Time spend on Social networking sites per session

 Statement 6: Number of Communities/groups having

 Statement 7: Trust information obtained via professional communities

Trust information obtained via professional communities
Trust information obtained via professional communities

34%
30%

18% 10% 6% 2%
Yes comes from my friends/connections if comes from communities moderators if comes from company official representatives critical to such kind of information and check other sources Others

 Statement 8: Noticing any advertising on social networking websites in last 3 visits.

 Statement 9: Considering ads seen on profile relevant to their interests

 Statement 10: Reason that makes you click on ad

CASE ANALYSIS
Sony increase sales through Twitter

Sony have proved the power of Twitter with a fairly covert social media campaign that incentivized people to purchase their products. They offered over 1,500 Twitter users the chance to build a customized Sony Vaio laptop, as well as offering them a 10% discount. And it worked, as they reported an increase in Sony Vaio sales from Twitter in that period of $1.5 million. This is a pretty impressive figure and also puts into action this new way of buying social commerce. Sony offered their consumers a more personliased shopping experience, where they had a real influence on the end product

CASE ANALYSIS
Foursquare & McDonalds dont believe the hype

McDonalds recently made a claim that a promotion they ran on Foursquare in April had resulted in an increase of 33% in checkins to stores.

 How did Kolaveri Di go Viral?

Why this Kolaveri Di is really a Tamil-English song written & sung by actor Dhanush (Rajinikanths son-in-law). Its among the songs to become featured within the movie 3 set to be sold in 2012. A tough version from the song was leaked online on 31st October, 2011. The leaked lyrics were also posted on social networking sites including Facebook & Twitter. The leaked song & lyrics were going viral among users on Facebook & Twitter.

CASE ANALYSIS
ADIDAS

Used social networks to do social network marketing (i.e, on Face book, Twitter, SMS) in and around NBA All-Star Game and increased retail sales 20X goal in Las Vegas (where All-Star Game occurred)

CASE ANALYSIS
Social media saved Cisco $100,000

Providing an alternative way of viewing the ROI from social media, this case study from Cisco shows how social technologies saved them over $100,000 on a product launch. Instead of looking at their traditional method for launching a product, which would have been a costly activity, they looked to social media instead, to do things in a slightly different way. While normally their product launches would involve flying in high profile execs alongside methods such as costly newspaper ads, for their new router they ran a launch that took place entirely online

CASE ANALYSIS
Subway Slim Down Challenge

In another good example comparing social media to traditional forms of marketing, the Subway Slim Down Challenge has some impressive ROI figures. The case study, shows how they used social technologies to raise awareness of the Slim Down Challenge and recruit speakers. The strategy included a social competition launched via the customized Facebook Page. This was part of a full marketing strategy for the campaign, but despite being active across a range of channels, they found that 71% of site traffic that went to the registration page, came directly from Facebook.

 It was also found that among the total respondents, most of graduates & post-graduates were the main influencers of using these Social Networking site(s). It was found that most of the respondent who uses social networking sites are youngsters who belong to age group 21-30. The majority of the respondents are on Facebook and then on Twitter and LinkedIn. It was also found that the majority of the respondents spend 11-30 minutes on their social networking site(s) per session. The majority of the respondents trust the information obtained via professional communities by their own judgment and through friends & company representatives.

 It has been observed that the majority of the respondents notice advertisement and click ad to recognize the brand/company/product. Online promotions done by various companies on these Social Networking sites influenced purchasing often and agreed to Social Networking Sites as a Promotional Vehicle and gave the following reasons: Social Media helps the people to know about the products and their prices. People can purchase the products, less than the market price and can receive the products sitting at home only. Cost saving It is the most convenient way to connect with people for promotion.

 Social networking sites have higher number of active customers. It helps in every way whether its about attracting customers or making it easier to publicize a product. Time saving and easy availability. When we have a word with them, we come to know that they also feel that Social Networking is a best place where they can get brand awareness, and where the companies can establish direct links with their customers. Through case analysis it was found that advertisement/ promotion done be various companies on social networking sites have greatly influence their brand image and promote their sales.

Social Media allows a business to establish direct contact with its customers Enables targeting a large number of customers globally. Is quite efficient in creating back links. Can be effectively used to spread awareness about new products and services. Helps a business to collect information about its current and prospective customers and to know their views on several topics. An organization can create Goodwill among its target groups by actively taking part in Social Media platforms. Nothing can beat the efficiency of Social Media for Brand Building.

 The first step is to identify the social networks that will give the proper tools and context for promoting business. To start with business-centric sites such as LinkedIn, Spoke, and Ryze that have features especially designed for connecting with potential colleagues and clients. While personal networking sites such as MySpace and Face book get a lot of attention, they arent really geared toward business promotion. It can be difficult to find business leads on personal networking sites. A through secondary data analysis is suggested for the Success for Advertising in Social Media for those businesses who are eyeing Social Media for huge ROI as follows: To thoroughly explore all options To vary messages and approach To track efforts with custom URLs Remember to keep it real.