A

Project Report
on
THE ANALYSIS OF SOCIAL MEDIA MARKETING ACTIVITIES
OF TRAVEL AND TOURISM INDUSTRY

Submitted in partial fulfillment of the requirement for award

Of degree in
Masters of Business Administration (MBA)
Submitted to
Savitribai Phule Pune University.

Submitted By
Prasanna Jaiwant Mahamulkar
Batch (2013-15).

Through
Modern Education Societys
Neville Wadia Institute of Management Studies and Research,
Pune

CERIFICATE
This is to certify that Mr. Prasanna Jaiwant Mahamulkar a bonafide student of
Neville Wadia Institute of Management Studies and Research, Pune has completed the
project, during 26th May 26th July with the title The Analysis of Social Media
Marketing Activities of Travel and Tourism Industry at Yuvi Digital Marketing,
Pune.
This project was undertaken as partial fulfillment of Post-Graduate Degree of Master
of Business Administration (MBA) under Savitribai Phule Pune University during the
academic year 2014-2015.
He carried out this project under our guidance and supervision. His work is found to
be satisfactory in all respects. To the best of our knowledge and belief, this work has not
been submitted elsewhere for the award of any other degree.
We wish him/her all the best for his/her future endeavors.

Prof. Vikas Dole

Prof. Abhay Kinikar

Dr.

Anand

Dadas
PROJECT GUIDE

COURSE COORDINATOR

DIRECTOR

CERTIFICATE
This is to certify that, Mr. Prasanna Jaiwant Mahamulkar, a student of MBAII of Neville Wadia Institute of Management and Research, Pune, has
successfully completed his project training on the topic The Analysis of
Social Media Marketing Activities of Travel and Tourism Industry at Yuvi
Digital Marketing in the Marketing Department under the guidance of Mr.
Yogesh Gaikwad (Founder), during 26th May 2014 to 26th July 2014.
During this period he was found to be sincere, dedicated and hardworking.
We take this opportunity to wish him a successful and fulfilling career.

Mr. Yogesh Gaikwad

(Founder & Marketing Head)

DECLARATION

I Prasanna Jaiwant Mahamulkar, hereby declare that this project report entitled The
Analysis of Social Media Marketing Activities of Travel and Tourism Industry at Yuvi
Digital Marketing, Pune, is a record of work carried by me under the guidance of my guide
and has not been submitted to any other University or Institute or published earlier.

Prasanna Jaiwant Mahamulkar

Pune.
Date:

ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to my guide for
his exemplary guidance, monitoring and constant encouragement throughout the course of
this thesis. The blessing, help and guidance given by him time to time shall carry me a long
way in the journey of life on which I am about to embark.
I also take this opportunity to express a deep sense of gratitude to Company Mentor, for his
cordial support, valuable information and guidance, which helped me in completing this
task through various stages.
I am obliged to my Company Mentor, Mr. Yogesh Gaikwad (Founder and Marketing Head)
of the Yuvi Digital Marketing, Pune for the valuable information provided in the respective
fields. I am grateful for the organisations cooperation during the period of my assignment.
Lastly, I thank almighty, parents and friends for their constant encouragement without which
this assignment would not be possible.

Prasanna J Mahamulkar

CONTENTS

Sr. No.

Topic

Page No.

01

Executive Summary

02

Introduction

2-8

03

Organizational Profile

9 - 16

04

Literature Review

20-21

05

Objectives Of The Study

06

Research Methodology

23-26

07

Limitations of the study

27

08

Data Analysis & Interpretation

09

Learning of the student

40

10

Contribution to host organization

41

11

Findings & Recommendations

42

12

Conclusion

43

13

Bibliography

44

14

Annexure

22

28 - 39

45 - 48

EXECUTIVE SUMMARY
The scope of this report is to analyze the business benefits of Social Media
Marketing and to provide some solutions towards the complex choice of Social Media
channels. Social Media is a revolution. Personal, professional, and commercial are
combined seamlessly, and in a blink of an eye. It promotes extreme cross-communication
and interaction. Unlike traditional media channels, which offer a one-way experience, social
media is based on a two-way interactive experience between the consumer and the company.
First, the report proposes a definition of Social Media, a presentation of its relation with the
marketing domain. As a result, this section underlines the basic information related to Social
Media Marketing needed for the detailed analysis of the project. Secondly, the methodology
which will be used through the whole project is determined, while presenting the research
process, introducing the paradigm study of research traditions, distinguishing the qualitative
and quantitative research of the study design, and defining the structure of the project. Then,
the report presents the theoretical considerations based on which the business benefits of
Social Media Marketing can be defined. Therefore, brand exposure, targeted traffic, leads
generation, market research, customer interaction, marketing effectiveness, public relations
and human resources are studied in terms of benefits for businesses implementing Social
Media Marketing strategies. Based on these theoretical considerations, the empirical
analysis of the report will then be developed in order to describe the Social Media channels
available to businesses aiming at increasing their Social Media presence. Social Networks,
Blogs and Micro blogs, Media Sharing sites, Wikis, Social Bookmarking, Forums, and
Social Events will be defined with examples and will be analyzed in terms of strengths and
weaknesses for businesses. Finally, the limitations and risks possibly encountered during a
Social Media Marketing strategy will be presented, resulting in final conclusions on the
current state of Social Media Marketing and its possible future evolution.

Page | 1

INTRODUCTION
Social Media is the trend. And for businesses it represents a marketing opportunity
that transcends the traditional middleman and connects companies directly with customers.
This is why nearly every business on the planetfrom giants like Starbucks and IBM to the
local ice cream shopare exploring social media marketing initiatives. A year ago,
businesses were uncertain about social media. Now it's here to stay and companies are
rapidly adopting social media marketing. Much like email and websites first empowered
businesses, social media is the next marketing wave. Social media marketing is marketing
using online communities, social networks, blog marketing and more. It's the latest "buzz"
in marketing. India is probably among the first proponents of social media marketing. These
days, the organizational cause has replaced the social cause as companies seek to engage
with their audience via the online platforms.
The explosion of social media phenomenon is as mindboggling as that and the pace at which
it is growing is maddening. Trust and goodwill are the basis of social networking, and by
marketing in the realm of social media these fundamental notions need to be adhered. It is
probably the only marketing platform that encourages fool proof communication and
accountability among sellers as well as consumers. Global companies have recognized
Social Media Marketing as a potential marketing platform, utilized them with innovations
to power their advertising campaign with social media marketing.
The meaning of the term social media can be derived from two words which constitute it.
Media generally refers to advertising and the communication of ideas or information
through publications/channels. Social implies the interaction of individuals within a group
or community. Taken together, social media simply refers to communication/publication
platforms which are generated and sustained by the interpersonal interaction of
individuals through the specific medium or tool. Wikipedia has a general definition
of the term: Social Media is the democratization of information, transforming people
from content readers into content publishers. It is the shift from a broadcast mechanism
to a many-to-many model, rooted in conversations between authors, people, and peers.

Page | 2

Social media:
Social media is engaging with consumers online. According to Wikipedia, social media is
internet-based tools for sharing and discussing information among human beings. Social
media is all about networking and networking in a way that espouses trust among parties
and communities involved. Any website which allows user to share their content, opinions,
views and encourages interaction and community building can be classified as a social
media. Some popular social media sites are: Facebook, YouTube, Twitter, Digg, MySpace,
StumbleUpon, Delicious, Scribd, Flickr etc.
Social media is the medium to socialize. They use web-based technology to quickly
disseminate knowledge and information to a huge number of users. They allow creation and
exchange of user-generated content. Facebook, Twitter, Hi5, Orkut and other social
networking sites are collectively referred social media. Social media represents low-cost
tools that are used to combine technology and social interaction with the use of words. These
tools are typically internet or mobile based like Twitter, Facebook, MySpace and YouTube.

There are two benefits of social media that are important to businesses, they include:
Cost reduction by decreasing staff time.
Increase of probability of revenue generation.

Social media enables companies to:

Share their expertise and knowledge.
Tap into the wisdom of their consumers.
Enables customers helping customers.
Engages prospects through customer evangelism.
Thus the benefits of social media include: brand reach and awareness, consumer interactions
through transactions, referrals and reputation management.
Page | 3

EXAMPLE2014 Indian Elections

The 2014 Indian Elections had a huge presence on social networking sites. Narendra Modi,
candidate for PM, used Twitter and Facebook to differentiate his campaign. His social
networking site profile pages were constantly being updated and interacting with followers.

Nike #MakeItCount
In early 2012, Nike introduced its Make It Count social media campaign. The campaign
kickoff began YouTubers Casey Neistat and Max Joseph launching a YouTube video, where
they traveled 34,000 miles to visit 16 cities in 13 countries. They promoted the #makeitcount
hashtag, which millions of consumers shared via Twitter and Instagram by uploading photos
and sending tweets. The #MakeItCount YouTube video went viral and Nike saw an 18%
increase in profit in 2012, the year this product was released.

Page | 4

SOCIAL MEDIA & ITS REACH

Facebook

1.01 billion mobile monthly active users as of March 31, 2014

72% of online adults visit Facebook at least once a month

Number of Facebook users in India alone is over 100 million

There are more than 50 Million Facebook pages

Most common reason to unlike a Facebook page Is uninteresting posts

75% of the engagement on a post happens in first 5 hours

Google+

Average time spent on Google+ is 7 minutes per month

22% of online adults visit Google+ once in a month

Google+ is the most misunderstood platform so far. Just kidding!

53% of interaction between a Google+ user and Brand is positive

Twitter

500 million Tweets are sent per day

78% of Twitter's active users are on mobile

44% of users have never sent a Tweet, consider them inactive

391 Million Twitter account have no followers

46% of Twitter users tweet at least once in a day

Page | 5

Instagram

20 Billion+ photos has been shared on Instagram to date

23% of teens consider Instagram as their favorite social network

50 Million users signed up to Instagram In last six months

Thailand alone has 1.5 million Instagram users

LinkedIn

More than 2 users sign-up for Linkedln every second

There are over 39 million students recent college graduates on Linkedln

Linkedln reaches a total of 200 countries and territories geographically

41% of Linkedln visits are via Mobile

44K is the average number of daily Linkedln mobile Job applications

Youtube

6 Billion hours of video is watched on YouTube per month

100 hours of video is uploaded on YouTube per minute

40% of YouTube traffic comes from Mobile

1 Billion is the average YouTube mobile videos views per day.

Blogs

12 Million+ people blog via Social Networks

23% of internet time is spent on blogs and social networks

Companies with a blog have 97% more inbound links than others

B2B marketers using blogs generate 67% more leads

Page | 6

Pros and Cons of Social media marketing

Social media is the modern tool for marketers who try every means to get their message out
to their target markets. The medium has many advantages and disadvantages, and companies
struggle to find the right way to use it. The average business owner does not fully understand
the risks, and the field is still so new that it is difficult to evaluate the qualifications of social
media experts who offer their services.

Social Media Platforms

Facebook and Twitter are the social media platforms most commonly used for marketing.
Facebook offers the option of creating a fan page for a company or product, while Twitter
makes use of 140-character posts that users follow. Blogs are online journals written by
users, which can be influential in spreading news and information. YouTube is a repository
for podcasts and video clips, with a viewership of millions around the globe. Social
bookmarking sites such as Del.icio.us and Digg enable users to share links to information
with friends and followers. Some sites offer display advertising options, but the majority are
simply a method of sharing information with others.

Advantages
The main advantage of social media marketing is cost-related. The majority of social media
sites are free to access, create a profile and post information. The advantage of reaching
your targeted market for little or no cash investment is substantial, and the audience wanting
your information voluntarily joins or follows you. Pay-per-click advertisements on sites
such as Facebook are "geo-targeted" according to specific criteria, to reach the correct
audience. The viral nature of social media means that each person who reads your posts has
the capability to spread the news farther within his own network, so information can reach
a large number of people in a short time.

Page | 7

Disadvantages
Updating your social media accounts takes time and effort. A senior person with knowledge
about the company and products should handle your social media presence, and the cost in
time means the media is not completely free. It is ongoing work to find new angles about
your products continually and to post and re-post information. The information is only
visible for a short time before newer posts replace it. In addition, publishing obvious
advertising copy is unacceptable in the social media world, therefore you must present the
information in the form of conversation or you will lose followers.

Risks
Social media marketing carries several risks. Unless you have someone check your social
media accounts several times a day, disgruntled customers or employees can publish
negative comments that are not always removable. For example, every post on Twitter is
public and you have no control over what people say. Bad news can go viral as easily as
good news and can do your business irreparable harm. IT governance group the Information
Systems Audit and Control Association released a report in June 2010 ranking viruses and
malware, brand hijacking, lack of control over corporate content, unrealistic customer
expectations and non-compliance with record management regulations as the top five risks
of social media.

Page | 8

ORGANISATIONAL PROFILE
COMPANY OVERVIEW

Yuvi Digital Marketing

Yuvi Digital Marketing specializes in Digital marketing which is the process of integrating
platforms and customers experience through a digital channel.
It offers the prospect of increasing and improving the interactions and relationships with
current and prospective customers through, for instance, social networking sites, instant
messaging systems and mobile applications (apps).

Mission

Discover Potential Partners

Notify Customers of Inventory Updates

Repost your Press Releases

Educate Your Customers

Blog about Your Business.

Page | 9

Yuvi Digital Marketing Profile

Yuvi Digital Marketing is a Pune based digital marketing firm specializing in helping
businesses grow their online presence through digital marketing.
Specializing in custom web solutions via website design & implementation, SEO, SEM,
advanced analytics, social media strategies and conversion optimization, Yuvi Digital
Marketing has the right custom solution for your business.
Yuvi Digital Marketing was established in 2014 to help businesses shift strategic thinking
from push marketing to pull or inbound marketing. Yuvi Digital Marketing works with
clients in many verticals including but not limited to automotive, web, IT, service industry,
non-profit organizations, and medical professionals. We excel in creating marketing plans
from the ground up and helping consult businesses in achieving results.

Page | 10

Digital Marketing
In simplistic terms, digital marketing is the promotion of products or brands via one
or more forms of electronic media. Digital marketing differs from traditional marketing in
that it involves the use of channels and methods that enable an organization to analyze
marketing campaigns and understand what is working and what isnt typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesnt work, etc. While the Internet is, perhaps,
the channel most closely associated with digital marketing, others include wireless text
messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital
television and radio channels, etc.

Why Digital Marketing Is Important?

Digital media is so pervasive that consumers have access to information any time
and any place they want it. Gone are the days when the messages people got about your
products or services came from you and consisted of only what you wanted them to know.
Digital media is an ever-growing source of entertainment, news, shopping and social
interaction, and consumers are now exposed not just to what your company says about your
brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are
more likely to believe them than you. People want brands they can trust, companies that
know them, communications that are personalized and relevant, and offers tailored to their
needs and preferences.

Page | 11

Manage Customer Relationships

Digital marketing and its associated channels are important but not to the exclusion
of all else. Its not enough to just know your customers; you must know them better than
anybody else so you can communicate with them where, when and how they are most
receptive to your message. To do that, you need a consolidated view of customer.

Page | 12

About the Founder & CEO

Hiren Shah (Founding Member, CEO & Finance Head)

Holds a degree in Master of Business Administration in Marketing as well as Bachelor
of Commerce from University of Pune. Has an experience of 5 years in various forms of
Marketing activities and businesses.

Yogesh Gaikwad (Founding Member, Director & Marketing Head)

Holds a degree in Master of Business Administration in Marketing as well as Bachelor
of Business Administration in Human Resource Management from University of Pune.
Has experience in Business Development, Sales, Market Research and Social Media
Marketing.

Page | 13

CLIENTELE:

Arnav Computers

Lata Ganesh Clinic

Vijja

Page | 14

DIGITAL MARKETING PRACTICES FOLLOWED BY

YDM

1. Social Media Marketing & Optimization Services

General Social Media Strategy and Social Integrated Marketing consulting.

Formal Analysis of current marketing deployment, Social strategy development and

integration.

Social Media Account creation, management and daily responsibility, including

Facebook, Twitter, LinkedIn, YouTube.

Fan page custom landing page design and implementation.

Twitter page custom background design and implementation.

Development and execution of a social content strategy

Management of Fan page posting We will be posting 1-3 times per day

Management of Twitter posting We will be posting 05-20+ times per day

Cross channel flow consulting from all media sites including website, fan page,
Twitter, etc.

General text, photo, video and other posts to Social Media umbrella sites.

General compilation and coordination of client news, events, community

involvement postings within Social Media umbrella sites.

Social Media cross pollination and marketing integration plan and execution,
ensuring all client channels are integrated and draw on one another toward social
media.

Responding and engaging with fans and followers to build relationships.

Page | 15

2. Search Engine Monitoring (SEM) & Search Engine Optimization

(SEO)

Perform keyword research in coordination with client business objectives to

optimize existing content and uncover new opportunities.

Provide SEO analysis and recommendations in coordination with elements and

structure of websites and web pages.

Administer search engine programs (XML sitemaps, shopping feeds, webmaster

tools) for purposes of diagnostic reporting on client projects.

Help to create and support marketing content to socialize and use for social media
purposes (e.g. customer videos briefs, customer case studies, blog posts, posts from
analysts and customers)

Implement link building campaigns in coordination with client SEO goals.

Keep pace with SEO, search engine, social media and internet marketing industry
trends and developments.

Research and administer social media tools in support of clients social media
strategy.

Monitor and administer web analytics dashboards, reports and key reporting tools,
and point out key areas of importance in accordance client goals.

Monitor and evaluate search results and search performance across the major search
channels.

3. Business Development

Developing business plan and sales strategy for the market that ensures attainment
of company revenue goals and profitability.

Business Development from new and existing clients.

Drafting Proposals & Agreements by analyzing clients business/functional

requirements & presenting business proposals to targeted brands on face to face
meetings.

Price Negotiations and closing the deals.

Page | 16

Preparing action plans by individuals as well as by team for effective search

of business development leads and prospects.

Providing input to the Department Head on effectiveness of various advertising

strategies, seminar locations, brochures, videos, etc.

Completing competitive analysis for the department heads review.

Participating in marketing meetings regarding changing attitudes of prospects and

how to best reach them.

Attending trade shows and professionally representing Franchise India.

Staying informed on current events relating to franchising, business, and the world
through magazines, newspapers, TV, websites, and other sources of information.

Doing joint client meeting along with team members for deal closures.

4. Web Designing and Graphic Designing

Layout designing

PSD to HTML conversion

Logo designing

Brochure designing

Business cards

Flash and PowerPoint Presentations (For Corporates)

Page | 17

SWOT ANALYSIS

Page | 18

LITERATURE REVIEW
The rules of marketing had to change and the web has proved a catalyst in bringing
the changes forward and amplifying their scale. The sudden emergence of the Web 2.0
marketing techniques demand additional approaches, while most marketers are still
wrestling with the first generation, savvy brands are exploring the landscape that social
media and social networks create for marketers. These techniques are allowing much deeper
drivers in social change to be unleashed, with a profound impact on planning customer
connections. The new generation of relationship marketing responds to the additional
challenges of digital media literacy and in the right hands can trigger a rebuild of the entire
marketing mix through different strategies. Relationship marketing for the Facebook
generation demands both thinking and acting differently (Chaffey 2003).
Stroud (2007) says that the ability of social networking sites to generate these huge volumes
of web traffic is proof of their huge popularity. Google, Yahoo and News International have
bought themselves a presence in the social networking arena. The detailed rationale for these
acquisitions differs but all have a common theme of wanting access to the enormous
audiences.
Visitors to social networking sites are significantly more likely than average to visit leisureoriented retail site categories, such as music, jewelry/luxury goods/ accessories, consumer
electronics and apparel. Heavy social networking visitors are defined as the top 20% of
visitors based on time spent on social networking sites. People typically enjoy sharing their
experiences with these products, whether it is to talk about their new iPhone or the pair of
designer jeans they just bought. Social networking sites offer the venue for those
conversations to occur. Social media advertising is ideal for promoting brand recognition,
although click-through rates are not so strong. Still, there is no doubt that advertising via
social media sites is an effective way to increase your overall revenue stream (Brinlee,
2007).
In todays technology driven world, social networking sites have become an avenue where
retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011,
46) defines social media marketing as a connection between brands and consumers, [while]
offering a personal channel and currency for user centered networking and social
Page | 19

interaction. The tools and approaches for communicating with customers have changed
greatly with the emergence of social media; therefore, businesses must learn how to use
social media in a way that is consistent with their business plan (Mangold and Faulds 2099).
This is especially true for companies striving to gain a competitive advantage. This review
examines current literature that focuses on a retailers development and use of social media
as an extension of their marketing strategy. This phenomenon has only developed within
the last decade, thus social media research has largely focused on (1) Defining what it is through the explanation of new terminology and concepts that
makeup its foundations, and
(2) Exploring the impact of a companys integration of social media on consumer behavior.
Although social media marketing is a well-researched topic, it has only been studied
through experimental and theoretical research; studies never precisely describe the benefits
retailers gain from this marketing tactic. In reviewing the rich plethora of multi-disciplinary
literature, it is has become clear that studies are focusing on describing what social media
marketing is as well as examining what factors affect consumer behavior relative to social
networking. Despite the initial progress made by researchers, development in this area of
study has been limited. Research needs to expand by providing a deeper understanding of
the long term promotional gains retailers obtain from social media marketing. More
formalized studies are also needed to progress beyond theorized or predicted outcomes in
order to gain knowledge of real life applications. This review of literature touches upon the
gaps that currently exist within social media marketing research and points out the need for
future studies to explore the benefits gained by marketing on social networking sites,
especially for small retailers.

Page | 20

OBJECTIVES & SCOPE OF THE STUDY

Every project is carried out with some specific OBJECTIVE in the mind. Objective is
basically the purpose behind conducting a project and unless the objective is certain or
specifically defined it is not understood what data has to be collected. Objectives of the
project are nothing but what is to be learned out of this project report.

OBJECTIVES:
1. To understand how marketers are using social media.

2. To analyze the social media marketing strategies, marketers will focus on in the
future.

SCOPE:
1. The study is based on the survey

2. The study covers the information about,

The awareness of social media marketing

Page | 21

RESEARCH METHODOLOGY

RESEARCH

Research is a process of finding answer to the questions through the application of the
scientific method.

It is a systematic or intensive study directed towards a more complete knowledge of

subject studied.

Research is one which always starts with a question or a problem.

Its purpose is to find out the answer to question.

WHY RESEARCH?
The purpose of research is to discover answer to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden and
which has not been discovered yet.
The research is necessary because of its utility which is as follows

Research is an aid to decision making.

It helps in development in new product and modification of existing product.

Identification of problem areas.

It is an aid for forecasting.

It helps economic utilization of research.

It helps in development and maintenance of management information system.

It is helpful in formulation of strategies and policies.

Page | 22

Research methodology is a way to systematically solve the Research problem. It may

be understood as a science of studying how research is done scientifically. In it the
researchers study the various steps that are generally adopted by a researcher in studying his
research problem along with the logic behind them.
It is necessary for the researcher to know not only research methods or techniques but also
the methodology. Researcher not only need to know how to develop certain indices or tests,
how to calculate the mean, mode, median or the standard deviation , how to apply particular
techniques, but they also need to know which of these methods or techniques are relevant
and which are not relevant.
Researcher also needs to understand assumption underlying various technique and they need
to know the criteria by which they can decide that certain techniques and procedures will be
applicable to certain problems and other will not. All its means that it is necessary to the
researcher to design his methodology for his problem as the same may differ from problem
to problem.

Marketing Research
Marketing research is a systematic design, collection analysis, and reporting of data
findings relevant to specific marketing situation facing the company. So results of marketing
research activities are useful in enhancing the decision making ability of organization.
To attain the objective widely prevalent questionnaire method was used. The questionnaire
was especially designed to take the information about the marketers understanding of social
media marketing activities and their future plans.
This formed the primary type of data collection and direct interview for analysis purpose.

Page | 23

Research Design
Research design is the plan, structure and strategy of investigation conceived so as
to obtain answer to research questions and to control variance.
Here the descriptive research design is used and primary and secondary data is collected.
The title of the project is the To analyze the Social media marketing activites used by
marketers. This research study adopted survey and content analysis in order to find the
social media marketing strategies used by marketers in branding any product or the service
among the target market through social networking sites like Face book, Twitter and Orkut.

Research Methodology For Project

DATA SOURCE

*PRIMARY DATA ( FIELD SURVEY )

*SECONDARY

DATA

(INTERNET ,

COMPANY

B ROACHER)

RESEARCH INSTRUMENT

QUESTIONNAIRE

SAMPLE PLAN

PERSONAL INTERVIEW

SAMPLE UNIT

M ARKETING DEPARTMENT

SAMPLING M ETHOD
CONVENIENCE
(NON-PROBABILITY SAMPLING)

SAMPLE SIZE

50 COMPANIES

Page | 24

 PRIMARY DATA
Data that is collected for the specific purpose at hand is called as primary data. It is
customized according to the needs of the researcher and focuses exclusively on the
current research problem. The collection of the primary data is costly and time
consuming. It calls for the greater planning and co-ordination. Collection of the primary
data requires deploying more manpower. In situations where it is impossible to use the
secondary data keeping in view the requirements of the study or in cases where there is
no secondary data available the only way out is to collect primary data.

SECONDARY DATA
Secondary data may be defined as the data that has been collected earlier for some
purpose other than the purpose of the present study. Any data that is available prior to
the commencement of the research project is secondary data; therefore secondary data
is also called as historical data. Secondary sources of the data provide wealth of
information to the researcher. It often obviates the need of the primary data collection
and saves the valuable time, effort and money. Even where the subsequent primary data
collection is required, an analysis of the secondary data enlightens the researcher
regarding many aspects of the study and gives contextual familiarity of the primary data
collection. It thus provides rich insights into the process.

Page | 25

LIMITATIONS OF THE STUDY

There existed some respondents who refused to respond and these respondents who did
not participate in the survey might have affected the Result of the study.

The study is confined to limited area only. Any suggestions given by analyzing data
collected may not be accurate for other locations as people requirements and
Expectations differ from one place to other.

A sample size cannot always represent the whole population.

Time and money was one of the constraints while conducting the research.

Page | 26

DATA ANALYSIS AND INTERPRETATION

Do you use social media to market your business?

Response

Number of respondents

YES

48

NO

Use of social media for marketing

No, 4%

Yes
No
Yes, 96%

Interpretation:
It has been found that majority 96% of respondents use social media for marketing their
business. It is understood that the new media and its technology is an emerging trend in
communication which attracts almost all the people, if they have knowledge of computers.
So this digital media has more snatchers towards its communication and internet is
becoming part of necessary communication among the students and professionals.
Page | 27

 Social media is important for your business.

Response

Numbers of respondents

Strongly Agree

32

Agree

14

Uncertain

Disagree

Strongly Agree

Social media is important

Disagree, 2%
Uncertain, 6%

Strongly Disagree,
0

Strongly Agree

Agree, 28%
Strongly Agree,
64%

Agree
Uncertain

Disagree
Strongly Disagree

Interpretation
From this result, it is observed that significant 92% of the marketers think that social media
is important for their business. Social networks have grown rapidly, and some like
Facebook, have achieved the mass market and penetrated in a few months since their
inception, such applications have infringed their users in different strategy to interact with
more people.

Page | 28

 How long have you been using social media marketing?

Responses

Number of respondents

Less than 12 months

24

1-2 years

18

2-3 years

More than that

Years using social media marketing

2-3 years, 12%

More than that, 4%

Less than 12
months, 48%
1-2 years, 36%

Less than 12 months

1-2 years
2-3 years

More than that

Interpretation
From this result, it is observed that 48% marketers are new to social media marketing with
less than a year experience, 52% of marketers have more than 1 year experience of social
media marketing.

Page | 29

 Are you able to measure social media ROI?

Response

Number of respondents

YES
NO

12
38

Measure ROI

Yes, 24%

Yes
No, 76%

No

Interpretation
From this result, it is observed that only about 24% of marketers are able to measure their
social media and the rest 76% of marketers arent aware of the activity measurement
techniques.

Page | 30

 Do you analyze your social activities?

Response

Number of respondents

YES

35

NO

15

Analyze social activities

No, 30%

Yes
Yes, 70%

No

Interpretation
From this result, it is observed that about 70% of marketers analyze their social media
activities and the rest 30% of marketers don not analyze their activities regularly.

Page | 31

 Is Facebook marketing effective?

Response

Number of respondents

YES

20

NO

12

Uncertain

18

Facebook marketing effectiveness

Yes, 40%

Uncertain, 36%

Yes
No
Uncertain
No, 24%

Interpretation
From this result, it is observed that about 40% marketers feel that Facebook efforts are
working. However most marketers either dont know or indicated that their Facebook
marketing is not working.

Page | 32

 Weekly commitment for social media marketing?

Responses

Number of respondents

1-5 hours

23

6-10 hours

18

11-15 hours

16-20 hours

More than 20 hours

Weekly commitment
2%

More than 20 hours

6%

16-20 hours
11-15 hours

10%

6-10 hours

36%

1-5 hours
46%
0%

10%

20%

30%

40%

50%

Interpretation
From this result, it is observed that a significant 54% marketers are using social media for
more than 6 hours weekly and around 46% using social media for less than 5 hours weekly.

Page | 33

 Benefits of social media marketing?

Responses

Number of respondents

Increased exposure

46

Increased traffic

40

Developed loyal fans

36

Generated leads

33

Improved search rankings

30

Grown business partnerships

29

Reduced marketing expenses

25

Increased sales

25

Benefits of social media marketing

92%

Increased exposure
80%

Increased traffic
72%

Developed loyal fans

66%

Generated leads

60%

Improved search rankings

58%

Grown business partnerships

Increased sales

50%

Reduced marketing expenses

50%
0%

20%

40%

60%

80%

100%

Interpretation
The top two benefits are increasing exposure and increasing traffic. A significant 92% of all
marketers indicated that their social media efforts have generated more exposure for their
businesses. Increasing traffic was the second major benefit, with 80% reporting positive
results.
Page | 34

 Commonly used Platforms?

Responses

Number of respondents

Facebook

47

Twitter

41

LinkedIn

36

YouTube

29

Blogging

26

Others

20

Commonly used Platforms

94%

Facebook

82%

Twitter
72%

LinkedIn
58%

YouTube
52%

Blogging
40%

Others

0%

20%

40%

60%

80%

100%

Interpretation
Facebook, Twitter, LinkedIn, YouTube, blogging were the top five platforms used by
marketers, with Facebook leading the pack.

Page | 35

 Most important platform?

Responses

Number of respondents

Facebook

25

LinkedIn

10

Twitter

Blogging

Google+

YouTube

Most important platform

Google+, 2%

YouTube, 2%

Blogging, 12%
Facebook
Twitter, 14%

Facebook, 50%

LinkedIn

Twitter
LinkedIn, 20%

Blogging
Google+

YouTube

Interpretation
Half of marketers (50%) chose Facebook as their most important platform, followed by
LinkedIn (20%), Twitter (14%) and then blogging (12%). This chart clearly reveals
Facebook is the powerhouse platform for marketers.

Page | 36

 How will you change your future social media activities?

Responses

Number of respondents

Blogging

34

YouTube

33

Twitter

33

LinkedIn

32

Others (specify)

20

Future social media activities

68%

Blogging
Twitter

66%

YouTube

66%
64%

LinkedIn
55%

Google+
0%

10%

20%

30%

40%

50%

60%

70%

Interpretation
Marketers plan on increasing their use of blogging (68%), YouTube (66%), Twitter (66%),
LinkedIn (64%) and Google+ (55%), in that order.

Page | 37

 Social media platforms you want to learn more about?

Responses

Number of respondents

Google+

33

LinkedIn

28

Facebook

28

Twitter

27

YouTube

25

Others

20

Marketers want to learn more about

66%

Google+
Facebook

56%

LinkedIn

56%
54%

Twitter
50%

YouTube
40%

Others

0%

10%

20%

30%

40%

50%

60%

70%

Interpretation
Marketers want to learn more about Google+, Facebook and LinkedIn.

Page | 38

LEARNING OF THE STUDENT

The internship aimed at challenging interns in conducting original research at the cutting
edge of human knowledge and promote interactions with industrialists and entrepreneurs
through an immersion in the research environment
Internship helped in developing the following skills:

High proficiency in Excel including ability to create reports, work with formulas,
charts and graphs

Power Point presentation skills (creating presentations and presenting data and
research findings)

Ability to research, collect and evaluate data

Good oral and written communications skills

Courteous and professional telephone skills

Ability to self-direct and complete projects with minimal supervision

Ability to work with cross-functional teams

Page | 39

CONTRIBUTION TO HOST ORGANIZATION

Conducted in-depth market research and data analysis.

Evaluated methods and procedures for collecting data (such as surveys, opinion polls,
or questionnaires)

Expressed ideas, methodology, results and recommendations.

Created clear; insightful, eye-catching reports.

Page | 40

FINDINGS

Marketers place very high value on social media: A significant 92% of marketers
indicate that social media is important for their business.

Blogging holds the top spot for future plans: A significant 68% of marketers plan on
increasing their use of blogging, making it the top area marketers will invest in for 2014.

Marketers want to learn most about Google+: 66% want to learn more about it and
55% plan on increasing Google+ activities in 2014.

Facebook and LinkedIn are the two most important social networks for marketers:
When forced to only select one platform, 50% of marketers selected Facebook, followed
by LinkedIn at 20%.

Most marketers aren't sure their Facebook marketing is effective: Only 40% of
marketers think that their Facebook efforts are effective.

RECOMMENDATIONS
Marketers should prefer Communication over advertising: people do not prefer buying
products through social networking sites. So, if the brand is communicated well and
remembered by the audience, then it is a greatest success to the company for their promotion
through social media.
Promotional way of advertising is best: the usual banner ads and pop-up ads make the users
to ignore them. So advertising must be interactive, promotional and in innovative form to
hold the audience. It should target the individuals than the mass. If an ad is hosted for a
group then that would be no advantage in delivering specified information. Adding more
multimedia elements to have more interactive factors in fan pages and group would benefit
the brand user.
Marketers should also consider the emerging social media marketing tools which include:
Snapchat, Vines, and Instagram.

Page | 41

CONCLUSION
Social media is rapidly becoming a new force in organizations around the world,
allowing them to reach out to and understand consumers as never before. In many
companies, it will move from a one-off initiative to be an important, integrated tool in
marketing and communications strategies.
Use of social media will clearly expand in the coming years. Companies in the survey
predicted their use of social media would grow significantly over the next few years, as the
awareness of the power of social media has grown in their companies.
But as social media creates new opportunity, it also demands a shift in thinking about
marketing and the measures of success. Those companies who are most effective in social
media now are not only experimenting with multiple channels, but also creating metrics to
measure impact and using new tools to understand how to enter into a new conversation
with their customers. In the future, effective use of social media will be led by these
organizations that are able to enter into this new relationship with customers, employees,
and partners.
When it comes to really groundbreaking ways of reaching people; social media has so many
more legs still to go. We are just at the beginning of this.

Page | 42

BIBLIOGRAPHY

www.wikipedia.com

Website search from www.google.co.in

Articles from American Association Of Marketing

www.b2binternational.com

Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing,
2nd Edition, New Jersey: Prentice Hall

McCarthy, J. (1975), Basic Marketing: a managerial approach, Homewood, IL

Page | 43

ANNEXURE
QUESTIONNAIRE

YUVI DIGITAL MARKETING

Company Name:
Sector:

Dear Sir/Madam
Name: .
Contact No: ...

Page | 44

1. Do you use social media to market your business?

Yes
No

2. Social media is important for your business.

Strongly Agree
Agree
Uncertain
Disagree
Strongly Disagree

3. How long have you been using social media marketing?

Less than 12 months
1-2 years
2-3 years
3-4 years
4-5 years
More than that

4. Are you able to measure social media ROI?

Yes
No

5. Do you analyze your social activities?

Yes
No

6. Is Facebook marketing effective?

Yes
No
Uncertain

7. Weekly commitment for social media marketing?

Page | 45

 0 hours
1-5 hours
6-10 hours
11-15 hours
16-20 hours
21-25 hours
26-30 hours
More than 30 hours

8. Benefits of social media marketing?

Increased Exposure
Increased Traffic
Developed loyal fans
Generated leads
Improved search rankings
Grown business partnerships
Reduced marketing expenses
Improved sales

9. Commonly used Platforms?

Facebook
Twitter
LinkedIn
YouTube
Blogging
Others

10. Most important platform?

Google+
LinkedIn
Facebook
Twitter
YouTube
Page | 46

11. How will you change your future social media activities?
Blogging
YouTube
Twitter
LinkedIn
Others (specify)

12. Social media platforms you want to learn more about?

Google+
LinkedIn
Facebook
Twitter
YouTube

Page | 47