Introduction

Social media marketing is the use of

social media platforms to promote a
product or service. Most of these social
platforms have their own built in
analytics, where companies can track the
progress, success and engagement of ad
campaigns. Companies address several
stakeholders through social media
marketing including customers,
employees, journalists, bloggers, and the
general public. On a strategic level, social
media marketing includes the
management of the implementation,
governance, scope and the establishment
of a firms desired social media culture.
This requires marketers to incorporate
user generated content

Social Networking
Websites
Social Networking websites allow individuals
and businesses to interact with one another
and build relationships and communities
online. 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 and advertising. Social
networking sites act as word of mouth or
more accurately, E-word of mouth. The
internets ability to reach billions across the
globe has given online word of mouth a
powerful voice and far reach. The ability to
rapidly change buying patterns and product or
service acquisition and activity to a growing

number of consumers is defined as an

influence network. Social networking sites and
blogs allow followers to retweet or repost
comments made by others about a product
being promoted, which occurs quite
frequently on some social media sites. By
repeating the message, the users connection
is 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.
To integrate social networks into their
marketing strategies, companies have to
develop a marketing model. In a marketing
model based on social networks is provided.
The model includes following steps.
1)
Selection of the potential social
network to use;
2)
Setting out a financial plan (regarding
hiring social media brand managers or
consultants)

3)
Designing or modifying organizational
structures to manage the social network in
the companys market
4)
Selection of target market
5)
Selection of products, services, brands,
or company messages which will be
promoted.
6)
Performance measures for the social
media strategy such as evaluation, data
analytics, etc.

12 Essential Elements
of a Social Media
Marketing Strategy
1. Research and know your
audience. What topics and interests
are they are most social about? What
problems are they trying to solve?
What are their pain points?

2. Use the same social networks as

your audience. Are Facebook and
Twitter their platforms of choice? Do
most of them use Pinterest and
Instagram? Go where your target
audience is to create awareness,
engagement, and brand ambassadors.
3. Identify your KPIs (key
performance
indicators. They measure progress
toward your goals. What do you want
your social media efforts to
accomplish? What does success look
like in quantifiable terms?
4. Write a social media marketing
playbook. The playbook should detail
your KPIs, audience profiles, brand
personas, campaign concepts,
promotional events, contests, content
themes, crisis management plan, etc.
Make sure to tailor strategies that are
unique to each of your social media
channels.

5. Align the people at your company

with the plan. Get everyone on board
with your strategy.
Divide responsibilities among your
team, such as who is in charge of
posting to your blog and each social
media network, who will respond to
comments and @mentions, and who
will own metrics tracking and
reporting.
6. Set aside some time at the
beginning of each week to
prepare. Take 30-60 minutes to
schedule tweets, Facebook posts,
LinkedIn posts, Pinterest pins,
and other social media content. Come
up with some original ideas, links to
your own content, and links to outside
content that is useful or interesting to
your audience.
7. Develop a content marketing
calendar. Use one of the example
spreadsheets Ive created as a starting
point to plan content topics, headlines,

related links, desired scheduling, name

of authors, etc.
8. Post content that is relevant to
newsworthy topics and events. As
soon as breaking news comes out
about anything related to your brand
or industry, you should share your
opinion and become part of the
conversation.
9. Treat all of your social channels
differently. Dont post the same
message everywhere remember
who the audience is on each platform
and how they interact. What works on
Facebook will fall flat on Twitter, and
vice versa.
10. Assign someone to act as a
customer service rep. Its vital to be
responsive to user generated content,
comments, and feedback (positive or
not). CRM (customer relationship
management) is a fundamental to
social media marketing success.

11. Schedule metrics

reporting. Reporting metrics can
occur weekly, monthly, or bimonthly
depending on your goals and desired
outcomes.
12. Reanalyze your plan on a
regular basis. If something in your
plan isnt working, switch it up or do
some A/B testing to determine what
your audience responds to better. Use
2 versions of your content
simultaneously and measure to see
which one is more successful and use it
going forward.

HISTORY

Olygo Sports And Fitness Pvt. Ltd.

Olygo Sports and Fitness Private Limited is an Unlisted
Private company incorporated on 26 November, 2015. Its
registered office is at SHOP NO. 301 AND 314, VARDHMAN
SUNDAR PLAZA, PLOT NO. 12, SECTOR-12, DWARKA, NEW
DELHI, Delhi and paid-up capital is INR 10.0 lacs. Details
of its last annual general meeting are not available. The
company has 3 directors/Key management personnel.
CIN
INCORPORATIO LAST
U70102DL2015PTC2878 N DATE / AGE
REPORTED
22
26 November,
AGM DATE
2015 / 1 yrs
Not Available
AUTHORISED CAPITAL PAIDUP
INDUSTRY
INR 10.0 Lacs
CAPITAL
Sports and
INR 10.0 Lacs
fitness
TYPE
CATEGORY
SUBCATEGORY
Unlisted Private
Company limited Indian NonCompany
by shares
Government
Company

Directors
Name

DIN/PA
N

Designa
tion

Vishal
Thapa

052328
51

Director

Sudipta
Kumar
Vishwa
s
Kumar
Shubha
m

064690
76

Director

073433
34

Director

Date of
Appointm
ent
26
November
2015
26
November
2015
26
November
2015

Some Lines by Company

Olygo was conceived with the goal of bringing

about a positive difference in the lives of
people by getting them involved in sports and
fitness. We at Olygo aim to spread the word
about enhancing quality of life of our
countrymen and women by helping them
invest in themselves. We understand that the
best way of doing so is to provide a wide
range of products and world class services to

choose from. We realize that many of us have

become more health conscious and some
have also started working towards their
health goals. Having said that, in the sports
and fitness domain, people are still grappling
with finding the right mix of products and
services at the right place and at the right
price. We endeavor to address this challenge,
provide solutions and help bring about a
revolution in this sector in our own way.

Web Page of Company

http://www.olygo.in/index.php
Description
1)Olygo Sports Provides facilities in almost every
sports like
Go
Academ

Go
Adventur

Go
Coach

Go
Umpires/Ref

y
Cricket
Lawn
tennis
Football

Paraglidin Cricket
g
Bungee
Tennis

erees
Cricket
Football

Jumping

Rock

Skating

Basketball

Climbing

Skating

Hiking

Swimmin Rafting
g
Hockey
More

Martial
Tennis
Arts
Basketbal Badminton
l
More
Hockey

CHAPTER 2
(RESEARCH,
OBJECTIVE AND
METHODOLOGY)
1) Research objective
of Study

2) Research
Methodology
3) Research Design
4) Sources of Data
Collection
5) Sampling Design
6) Questioner Design
Research objective of
Study
According to an Awareness Inc. survey of 469
marketers, the top marketing goals for social
media include:
Increasing customer engagement (78%)

Generating more revenue (51%)

Improving the customer experience
(47%)
Positioning the company as a thought
leader (41%)
1) Customer

engagement requires that

you participate by actively listening to
what people are saying about your brand
on social sites and then responding in
ways that prove you value conversation
with prospects and customers. It is not
merely pushing out standard marketing
information.
2)
Revenue generation could be one of
your objectives, but in many cases social
media will provide leads, but not
necessarily direct sales. One way to view
social media is as an extensive public
relations initiative, which usually doesnt
lead to direct sales.
3)
Improving the customer
experience means providing support. By
monitoring social media comments, you
can quickly respond to support issues or
problems with your products and services.

This demonstrates that you care about the

customer experience and maintaining a
high quality of service and support.
4)
Thought leadership can position
your business not only as a provider of
goods and services, but as a recognized
authority in your industrydemonstrating
that your company and key executives
can offer unique insights customers and
prospects wont find anywhere else.
Whatever objectives we adopt, be
sure they conform to the SMART
framework. SMART stands for
Specific, Measurable, Achievable,
Realistic and Timedand represents
a valuable approach to setting
objectives:
Specific-Goals such as increase ROI
are too general. Set specific objectives
such as increase ROI by 15%.-

Alternatively, you can measure based on the

cost breakdown to gauge the ROI through the
sales funnel:
Cost per impression
Cost per click
Cost per engagement
Cost per lead
Cost per sale
Measurable- You cant determine
whether your goals have been met
unless you have a way to evaluate
your performance and improvement
against baseline measures.
Achievable- Its highly unlikely that
youll be able to meet unreasonable
objectives. You probably cant, for
example, expect to increase sales by
300% within 30 days, so be sure to set
goals that are reasonably achievable.
Realistic- Social media will require
that you dedicate a significant amount
of your teams time to deploy your
plan. If you dont have the resources

available to meet your goals, its

highly unlikely youll achieve them.
Timed- Your objectives should be set
against a reasonable timetable. If
theres no tangible timeline for
initiating your social media plan, you
will likely face delays and that could
make it difficult, if not impossible, to
meet your objectives.

Research
Methodology
Description and justification of methods
There are two general types of the research
approaches
1)
2)

Scientific approach
Ethnographic approach

According to Maylor and Blackmon (2005)

the scientific (or objective) approach is
more concerned with understanding
the general patterns of peoples,
organizations and social systems
behaviour
as
an
opposite
to
ethnographic (subjective) approach which
is analysing practices more than theories
in greater depth and more at individual
level.

 Moreover, the scientific studies are based

on deductive logic and focused on
testing theories and then arriving to
the new knowledge rather than
creating the knowledge in the
process of the research (inductive).
This research can be considered as a
theory-led scientific study, since the
main objective of this research is to
verify a set of theories that describe
what is changing in the marketing
communications environment and
analyse consumers behaviour according
to these hypotheses.
It could be viewed as knowledge verifying
study and an extension of similar
researches done in the USA & UK market.
Even though it is considered to be
scientific research there are some
appearances of ethnographic inductive
logic.
The quantitative research strategies are
used to count and measure the data
in order to answer the questions
what, where, how, how many:

and how much as an opposition to

qualitative research questions why and
how.
There is a debate going on whether
qualitative or quantitative research is
better, but according to Maylor and
Blackmon (2005) both qualitative and
quantitative research have their
advantages and disadvantages and are
used for different purposes.
The success of the quantitative study is
based on the validity of the data and
statistical significance of the results that
could be generalized. Therefore,
appropriate data had to be collected and
processed.
According to Maylor and Blackmon (2005)
a suitable way to verify the research
hypotheses and capture opinions,
behaviours, attitudes and facts is
doing a survey.
Therefore, Chief marketing Officers (CMOs)
from 50 organizations were surveyed in
the domain of consumer marketing - both
Indian & Multinational to understand

their views on various aspects of social

media marketing.
Among other things, the survey sought to
understand how the priority accorded to
social media might change in the near
future. The survey was undertaken
through
a
structured
questionnaire,
complemented with select interviews. To
gain credible and authentic insights, the
survey sample was restricted to top
management of respondent companies.
As a result, according to sample size and
time frame the self-administrated online
questionnaire method was chosen for
conducting the survey. In the short time
frame it is considered to be one of the
best tools to gather large amounts of valid
data.

Research Design
Research Procedure

In the main tasks and the time frame

(days) assigned for them.
Figure: The activities list order to guarantee
successful implementation of the research
project the Gantts Chart was drawn to
identify of the project
Studying and Personal experience
Desk
study
(Secondar
y

data

analysis)
Prime
literature
review
In-depth

literature

review
Writing
Designing
the

Questionn
aire
Pilot

Surve

Survey

y
Analyzi
ng

the

data
and
presenti
ng
April

May

June

the

findings
July

The above Figure shows

procedure in Gantt`s chart.

Research

Types of Research Design

 Historical Research Design - The

purpose is to collect, verify, synthesize
evidence to establish facts that defend or
refute your hypothesis. It uses primary
sources, secondary sources, and lots of
qualitative data sources such as logs,
diaries, official records, reports, etc. The
limitation is that the sources must be both
authentic and valid.
Case and Field Research Design - Also
called ethnographic research, it uses
direct observation to give a complete
snapshot of a case that is being studied. It
is useful when not much is known about a
phenomenon. Uses few subjects.
Descriptive or Survey Research
Design - It attempts to describe and
explain conditions of the present by using
many subjects and questionnaires to fully
describe a phenomenon. Survey research
design /survey methodology is one of the
most popular for dissertation research.
There are many advantages.
Correlational or Prospective Research
Design - It attempts to explore

relationships to make predictions. It uses

one set of subjects with two or more
variables for each.
Causal Comparative or Ex Post Facto
Research Design - This research design
attempts to explore cause and affect
relationships where causes already exist
and cannot be manipulated. It uses what
already exists and looks backward to
explain why.
Developmental
or
Time
Series
Research Design - Data are collected at
certain points in time going forward. There
is an emphasis on time patterns and
longitudinal growth or change.
Experimental Research Design - This
design is most appropriate in controlled
settings such as laboratories. The design
assumes random assignment of subjects
and random assignment to groups (E and
C). It attempts to explore cause and affect
relationships where causes can be

manipulated to produce different kinds of

effects. Because of the requirement of
random assignment, this design can be
difficult to execute in the real world (non
laboratory) setting.
Quasi Experimental Research Design This research design approximates the
experimental design but does not have a
control group. There is more error possible
in the results.

Sources
of
Data
Collection (Primary
and Secondary)
There are two types of data: primary data
collected in the process of the study by
the researcher; and secondary data
which have been already collected and
analysed by others (Ghauri et al, 1991).
Both sources of data should be used to
achieve efficiency and effective research
objective.
The secondary data provides an ability to
save time and money, therefore it has to
be analyses first before the collection of
the new material.

 The primary data have to be collected as

well, as the secondary data may not
always provide the needed answer to all
research questions (Ghauri, 1991). In
order to answer the research questions,
the primary and secondary data were
used in this study.
First of all, to discuss the reasoning behind
the
hypothesis
literature
review
was
performed which analysed secondary data.
The data was collected from various
academics and practitioners sources
Because of the scarcity of data in the
academic literature some of the most
valuable information was gained through the
community of marketing bloggers and
research reports by individual companies. The
academic articles and research papers, books,
published case studies, academic and
industrial magazines or solitary articles where
used to generate a broader view on the
subject.

In order to answer the main research question

and to test the hypothesis proposed in the
introduction the primary data was collected
through the web survey (self-administrated
questionnaire were used). It enabled
researcher to apply statistical analysis
methods for the study.

Proper view on Primary Data and

Secondary Data
Primary Data- An advantage of using
primary data is that researchers are
collecting information for the specific
purposes of their study. In essence, the
questions the researchers ask are tailored
to elicit the data that will help them with
their study. Researchers collect the data
themselves, using surveys, interviews and
direct observations.
In the field of workplace health research,
for example, direct observations may

involve a researcher watching people at

work. The researcher could count and
code the number of times she sees
practices or behaviours relevant to her
intereste.g. instances of improper lifting
posture or the number of hostile or
disrespectful interactions workers engage
in with clients and customers over a
period of time.
Secondary Data- There are several types
of secondary data. They can include
information from the national population
census and other government information
collected by Statistics Canada. One type of
secondary data thats used increasingly is
administrative data. This term refers to
data that is collected routinely as part of
the
day-to-day
operations
of
an
organization, institution or agency. There
are any number of examples: motor
vehicle registrations, hospital intake and
discharge records, workers compensation
claims records, and more.

Compared to primary data, secondary

data tends to be readily available and
inexpensive to obtain. In addition,
administrative data tends to have large
samples, because the data collection is
comprehensive and routine. Whats more,
administrative data (and many types of
secondary data) are collected over a long
period. That allows researchers to detect
change over time.

Sampling Design
Profile of industry Correspondent

BY OWNERSHIP

20%

Joint Ventures

40%

MNC`s
Indian
40%

BY INDUSTRY
Insurance
FMCG

32%

Banking

6%
7%

Automotive

11%

Target
Design

Telecom

15%

7%
11%

Travel & Tourism

Airlines/ Hospitability

11%

Population

Other

and

Sampling

According to Maylor and Blackmon (2005)

the choice of the sample and correct
sampling methods are one of the key
factors in gathering valid and measurable
data for the research. Malhotra (2003)
suggests the five steps for sampling
design:

define the target population,

determine the sampling frame,
select the sampling frame,
Determine the sample size
Execute the sampling process

The target population was chosen

considering the objectives of this
research. As a result, only the people
who have ever used Social Media
properties
were
considered
as
possible
respondents.Moreover, due to limited data
about the total number of social media

users in the India, and short time frame

and the budget, only the online available
were considered for the research. The
biggest
social
networking
website
Facebook.com which represents almost all
Web 2.0 features in one site was chosen to
do the research.
It created the sample frame as Facebook
does not represent all social media users
in the India, even though, according to the
Hitwise (2008) Facebook.com is the first
most visited website in the world and as
there are no better alternatives it can be
taken as a yardstick of social media users
for this research.
According to Maylor and Blackmon (2005)
if there is an accurate sampling frame and
the probability sampling methods are
employed there is a better chance to
reduce the sampling error. Therefore,
probability
simple
random
sampling
method was applied in this study. Since
each research is distinctive, sample size
can be subject to each study unique

population, data collection tool and

objectives (Malhotra and Birks, 2003). In
order to represent the target population
(Web 2.0 Citizens) sample size of 100
respondents was chosen.
The Pilot Study
In order to conduct reliable and valid
research the Pilot study has to be
performed before the actual research.
According to Malhotra and Birks (2003)
the completion of the pilot study will lead
to the identification of problems that are
likely to arise with the questionnaire.
Moreover, Veal (1997) suggests that the
purpose of pilot survey is to check the
following problems:
1. Questionnaire wording
2. Questionnaire sequencing
3. Questionnaire layout
4. Familiarity with respondents
5. Test fieldwork
6. Train and test fieldworks
7. Estimate response rate

8. Estimate interview e.g. Time

9. Test analysis procedure
Reliability and Validity
As the questionnaire is a highly structured
data collection tools, limiting the powers
of the researcher, the design of
questionnaire
should
include
three
characteristics (Bhojanna, 2007):
1. Validity: validity is the most critical
criterion and indicates the degree to which
an instrument measures what it is
supposed to measure. Validity can also be
thought of as utility.
2.
Reliability:
reliability
means,
measuring instrument should provide
consistent results, even if it is measured
repeatedly.
3. Practicality: measuring instrument
must be economical and easy to use by
the researcher. That means, researcher
must be able to measure what he intends
to measure.
ANOVA analysis was used as the main
tools to test hypothesis. According to
Maylor and Blackmon (2005) this type of

analysis guarantees the reliability and

practicality. 5 % of reliability coefficient
was used to test the data for single and
two factor analyses. The P and F values
were used as the main determinants of
the significance of the data.

The
Design

Questioner

According Easterby-Smith (1991) within the

short time frame and limited resources a selfadministrated questionnaire is the most
appropriate method to collect data for
research.
Maylor and Blackmon (2005) suggest that in
order to gather appropriate data with a
questionnaire, the design and planning are
the vital parts. In order to produce a reliable
questionnaire and minimize biases in the
research, the designer has to consider three
areas main issues (Sekaran, 2003):

the wording of the questions,

- the appropriate categorization of variables

and
- the
general
questionnaire

appearance

of

the

Therefore, the wording of the questionnaire

was constructed considering the similar
consumer surveys in the Asian markets (Cone,
2008, Technorati, 2008, Razorfish, 2008,
Forecaster, 2008). The simple commonly used
expressions and terms were used in order not
to
confuse
respondents.
The
general
appearance of the questionnaire was selected
from pre-designed themes for thesis type
surveys suggested by the web portal
providing
the
surveying
services
(Surveygizmo.com)

In this research,
were developed.

two

Questionnaires

The Questionnaire-I
sections.

consisted

of

The questions in the first section (Q 1-3) were

designed
to
gather
general
sociodemographic data about the respondents. The
second section (4-7) of the questionnaire was
determined to define the general consumers
profile in the India. The third section of the
questionnaire (Q 8-15) was designed to test
the Consumer - Web 2.0 applications Company relationship.
The
Questionnaire-II
sections.

considered

of

Section
one
consists
of
background
information (Q1-2). The question in the
second (Q 3-5) & third section (Q 6-8)
explores the potential of social media and its
extent of use respectively.
The fourth section (Q 9-15) of the
Questionnaire compares expectations and
results whereas the fifth section (Q 16-18)
evaluates the influence of new social media
w.r.t Traditional

medias. In order to gather necessary data

different types of questions were chosen. The
closed-ended question was mostly used in this
research in order to gather defined answers.
Even though, in some questions the
combination of closed-ended and open-ended
question were used in order to leave a
possibility
for
respondents
to
identify
additional concerns. Moreover, Likert scale
questions were used to test some commonly
known statements about the social media and
gather the data about consumers attitudes
and behaviours

QUESTIONNAIRE-I

SECTION-1
SECTION-2
SECTION-3
SOCIO-DEMOGRAPHIC
CONSUMER PROFILE
CONSUMER RELATIONSHIP