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PROMOTION THROUGH SOCIAL NETWORKING

A Dissertation submitted to Indian Institute of Planning & Management,


Hyderabad

In Partial Fulfillment for the Award of Degree of

“MASTER OF BUSINESS ADMINISTRATION”

“PROMOTION THROUGH SOCIAL NETWORKING”


Submitted by,
PRIYAM SRIVASTAV
(UGP 06-09/HR)
(Reference No. HYD/MKT/UGP03013)
Under the Guidance of

Mr. Prashant Aare

INDIAN INSTITUTE OF PLANNING AND MANAGEMENT

HYDERABAD
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THESIS SYNOPSYS APPROVAL LETTER

Dear Priyam Srivastav,


This is to inform that the thesis topic "PROMOTIONAL
CAMPAIGNS THROUGH SOCIAL NETWORKING", as proposed by you,
has been
approved. This email is an official confirmation that you
would be doing
your thesis work under the guidance of Prof. Prashant Aare.
Make it a
comprehensive and complete work; the primary objective of a
thesis should be
value addition to the existing knowledge base. Please
ensure that the
objectives as stated by you in your synopsis are met using
the appropriate
research design and methodology.
Remember to register yourself at the library with Ms.
Swarna Latha by giving
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including the
signature of any departmental member or any other internal
guide for
eventual authentication of the final thesis.
You are required to correspond with us by sending at least
six response
sheets to response.iipmhyderabad@gmail.com (format
attached along with this
mail) at regular intervals, before 31st May 2009 (the last

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date
for thesis submission). Fine for late submission will be
applicable in your
case, as per the institutional norm.
Lastly, also please do remember to communicate with the
thesis department
and any and all other thesis related affairs at <only>
thesis.iipmhyderabad@gmail.com. Please do disregard the
earlier email ids
that you have corresponded with
Regards
--
MNVVK Chaitanya
The IIPM Think Tank,
IIPM Tower
6-3-252/2, Erramanjil
Banjara Hills
Hyderabad – 500 082
Office: +91 040 30611221
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The six response sheets must be mailed only to
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Please do disregard the earlier email ids that you have
corresponded with,
specifically the one that you corresponded earlier. For
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clarifications, students and alumni are encouraged to meet
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personnel in person ON ANY SATURDAY OR IF POSSIBLE, ON ANY
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perserve the copy of this mail for future communication,
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might demand the same for internal departmental use.
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--
MNVVK Chaitanya
The IIPM Think Tank,
IIPM Tower
6-3-252/2, Erramanjil
Banjara Hills
Hyderabad – 500 082
Office: +91 040 30611221
Fax: +91 040 23300213
P.S. Please do remember to communicate with the thesis
department and any and all other thesis related affairs
only at thesis.iipmhyderabad@gmail.com. The six response
sheets must be mailed only to
response.iipmhyderabad@gmail.com. For additional
clarifications, students and alumni are encouraged to meet
the departmental personnel in person ON ANY SATURDAY AT
IIPM TOWER, I FLOOR for better clarification and sorting
out all thesis related issues on high priority basis.
Please refrain from sending attachments in docx. format.
Please do preserve a copy of this mail for future reference
purposes, for the department might ask you to produce the
same for internal departmental use.

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THESIS SYNOPSIS

STUDENT DETAILS

• NAME: Priyam Srivastav


• BATCH: UGP 2006-09
• SECTION: A
• SPECIALISATION: HR
• CONTACT NO.: 9985636718
• E-MAIL ID: pprriyam@yahoo.com

AREA OF RESEARCH: Advertising


TITLE OF THE THESIS:
PROMOTIONAL CAMPAIGNS THROUGH SOCIAL NETWORKING

HYPOTHESIS:

Social Networking Services are changing the ways in which people use and engage with
the internet and with each other. Young people particularly are quick to use the new
technology in ways which increasingly blur the boundaries between their online and
offline activities.

As a result they can be easily targeted online for various campaigns that have been
happening in the real world. Many existing campaigns have shifted their focus online

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after realizing the potential that exists in the field. President Barrack Obama’s successful
online election campaign has been a proof of this.

RESEARCH OBJECTIVE:

Although internet advertising and various campaigns have been going on since quite
some time, and some campaigns have really caught on, what is required is new and
innovative methods.

To understand newer methods, the foremost objective of this report is to devise a


stepwise process that a campaign can follow in order to achieve success in its mission.

STATEMENT OF THE PROBLEM:

The current internet promotional campaign does not have any set pattern to it. The
objective here is to startegise a set of tips or steps that companies can follow in order to
achieve their objective.

SCOPE OF THESIS WORK


The scope of the project is limited to the objective of understanding and contributing a
new stepwise process to be followed by social network campaigners. It is limited to
primary and secondary research.

RESEARCH METHODOLOGY
• To build a profile of an average internet user within the targeted age-group .The
profile will consist not only of basic demographics like age, sex, location, work
and also information about the range of social networking websites people of that
particular age-group visit. This will also consist of the average time spent online
by this group.

Target segment:

Group1- 16-22yrs (urban- tier1&2 cities)

Group2- 23-30 yrs (urban- tier1&2 cities)

• QUESTIONNAIRES: Survey: sample size- 100

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Gives a direct understanding to many fields of the research in terms of the demographics,
website visited, and also amount of time spent online and thus helps in building the
profile of average urban based internet user.
• CASE STUDY ANALYSIS:
Analysis of a case study based on the topic by various students in order to understand
different viewpoints. The case studies covered here are:
1. Jaago re- an extensive study as to how an ad campaign and social networking led
to creating awareness about voting.
2. Movies through social networking- An understanding as to how movies, TV
shows and celebrity concerts are being promoted through social networking
websites.

• LITERATURE REVIEW:
1. "Indian Internet Usage: Interesting statistics and analysis" by Arun
Prabhudesai
2. “Consumer trends on the web” by Livemint.com
3. Case study- “Netting the vote” appeared in Deccan Chronicle (15th April
2009)
4. “Advertising Management”- By Aaker, Myers and Batra
5. Case Study- “Stop Marketing and Start Talking” by Rajita Chaudhuri (4P’s
Magazine April’09)
6. “Handbook Of Advertising” by Herschell Gordon Lewis
7. Catalyst Campaigns (www.catalystcampaigns.com)

JUSTIFICATION:
• Around 70 per cent of Internet users in India have registered with a social
networking site. People in the age bracket 18-34 are members of social
networking sites. About 70 per cent of them are in the age band 18-27.
• Some of the most talked about topics in recent times have generated from social
networking websites.
• Many celebrities, from politicians to movie stars to sportsmen are all a part of this
huge web, with a huge fan following to boast of leading to more successful
campaigns.

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ACKNOWLEDGEMENT

I take the opportunity profusely thank Mr. Prashant Aare for his constant guidance and
constructive suggestions right from the conception of the idea to successful completion
of this project. I also express my gratitude for patience, encouragement and cooperation
extended by him

I would also like to thank my parents and friends who have given the valuable guidance
which helped me to eliminate problematical situation faced by me during the tenure of
Thesis.

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I would also like to extend our gratitude to the IIPM Management for giving me an
opportunity to work on the Thesis which has been a both an excellent and rewarding
experience.

Priyam Srivastav

DECLARATION
I hereby declare that all the information that have been collected, analyzed and
documented for the project is entirely my authentic possession. I would like to
categorically mention that the work here is not purchased nor acquired by any other
unfair means or from any external source. The data and information presented in this
report are accurate and updated to the current date, to the best of my knowledge.

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However, for the purpose of the project, information already compiled in many sources
in many sources has been utilized.

Priyam Srivastav

PREFACE

The Thesis is concerned with Social Networking and its relevance today in the field of
innovative marketing and promotional techniques and how it differentiates the
products/services that are promoted through this medium from others.
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My objective is to provide a more practical approach to the use of social networking for
business development.

Every stage in the making of the Thesis was a learning experience in itself.

TABLE OF CONTENTS

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S.NO CHAPTERS PAGE NO.


1 AN OVERVIEW OF SOCIAL NETWORKING 12

2 MAJOR SOCIAL NETWORKING WEBSITES 21

3 INDIAN INTERNET USAGE 32

4 WHAT IS BEING PROMOTED? 37

5 ANALYSIS OF PRIMARY DATA 58

6 COMPARISON OF SOCIAL NETWORKING 69


WEBSITES
7 WHAT MAKES A SUCCESSFUL INTERNET 89
CAMPAIGN- THE EIGHT POINT PROGRAMME

i. BIBLIOGRAPHY 102

ii. ANNEXURE 103

iii. RESPONSE SHEETS 105

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CHAPTER-1
AN OVERVIEW
OF SOCIAL NETWORKING

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AN OVERVIEW OF SOCIAL NETWORKING


WHAT IS SOCIAL NETWORKING?

A social network service focuses on building online communities of people who share
interests and/or activities, or who are interested in exploring the interests and activities of
others. Most social network services are web based and provide a variety of ways for
users to interact, such as e-mail and instant messaging services.

Social networking has encouraged new ways to communicate and share information.
Social networking websites are being used regularly by millions of people.

While it could be said that email and websites have most of the essential elements of
social network services, the idea of proprietary encapsulated services has gained popular
uptake recently.

The main types of social networking services are those which contain category divisions
(such as former school-year or classmates), means to connect with friends (usually with
self-description pages) and a recommendation system linked to trust. Popular methods
now combine many of these, with Facebook widely used worldwide; MySpace, Twitter
and LinkedIn being the most widely used in North America; Nexopia (mostly in
Canada); Bebo, Hi5, MySpace, dol2day (mostly in Germany), Tagged, XING; and
Skyrock in parts of Europe; Orkut and Hi5 in South America and Central America; and
Friendster, Multiply, Orkut, Wretch, Xiaonei and Cyworld in Asia and the Pacific
Islands.

There have been some attempts to standardize these services to avoid the need to
duplicate entries of friends and interests, but this has led to some concerns about privacy.

HISTORY OF SOCIAL NETWORKING

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The notion that individual computers linked electronically could form the basis of
computer mediated social interaction and networking was suggested early on. There
were many early efforts to support social networks via computer-mediated
communication, including Usenet, ARPANET, LISTSERV, bulletin board services
(BBS) and EIES: Murray Turoff's server-based Electronic Information Exchange Service
(Turoff and Hiltz, 1978, 1993). The Information Routing Group developed a schema
about how the proto-Internet might support this.

Early social networking websites started in the form of generalized online communities
such as The WELL (1985), Theglobe.com (1994), Geocities (1994) and Tripod (1995).
These early communities focused on bringing people together to interact with each other
through chat rooms, and share personal information and ideas around any topics via
personal homepage publishing tools which was a precursor to the blogging phenomenon.
Some communities took a different approach by simply having people link to each other
via email addresses. These sites included Classmates.com (1995), focusing on ties with
former school mates, and SixDegrees.com (1997), focusing on indirect ties. User profiles
could be created, messages sent to users held on a “friends list” and other members could
be sought out who had similar interests to yours in their profiles. Whilst these features
had existed in some form before SixDegrees.com came about, this would be the first
time these functions were available in one package. Despite these new developments
(that would later catch on and become immensely popular), the website simply wasn’t
profitable and eventually shut down. It was even described by the website’s owner as
"simply ahead of its time." Two different models of social networking that came about in
1999 were trust-based, developed by Epinions.com, and friendship-based, such as those
developed by Jonathan Bishop and used on some regional UK sites between 1999 and
2001. Innovations included not only showing who is "friends" with whom, but giving
users more control over content and connectivity. Between 2002 and 2004, three social
networking sites emerged as the most popular form of these sites in the world, causing
such sites to become part of mainstream users globally. First there was Friendster (which
Google tried to acquire in 2003), then, MySpace, and finally, Bebo. By 2005, MySpace,
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emergent as the biggest of them all, was reportedly getting more page views than
Google. 2004 saw the emergence of Facebook, a competitor, also rapidly growing in
size. In 2006, Facebook opened up to the non US college community, and together with
allowing externally-developed add-on applications, and some applications enabled the
graphing of a user's own social network - thus linking social networks and social
networking, became the largest and fastest growing site in the world, not limited by
particular geographical followings.

Social networking began to flourish as a component of business internet strategy at


around March 2005 when Yahoo launched Yahoo! 360°. In July 2005 News Corporation
bought MySpace, followed by ITV (UK) buying Friends Reunited in December 2005.[16]
[17]
Various social networking sites have sprung up catering to different languages and
countries. It is estimated that combined there are now over 200 social networking sites
using these existing and emerging social networking models, without counting the niche
social networks (also referred to as vertical social networks) made possible by services
such as Ning. Twitter now has recently (2009) eclipsed many other social network
services and although lacking in some of what were considered the essential aspects of a
SNS, has allowed add-on services to connect and supply these services via its public
API.

An increasing number of academic commentators are becoming interested in studying


Facebook and other social networking tools. Social science researchers have begun to
investigate what the impact of this might be on society. Typical articles have investigated
issues such as Identity, Privacy, E-learning, Social capital and Teenage use.

A special issue of the Journal for Computer-Mediated Communications was dedicated to


studies of social network sites. Included in this issue is an introduction to social network
sites.

A 2008 book published by Forrester Research, Inc. titled Groundswell builds on a 2006
Forrester Report about social computing and used the term "groundswell" to refer to "a
spontaneous movement of people using online tools to connect, take charge of their own
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experience, and get what they need-information, support, ideas, products, and bargaining
power--from each other."

SOCIAL GOOD

Several websites are beginning to tap into the power of the social networking model for
social good. Such models may be highly successful for connecting otherwise fragmented
industries and small organizations without the resources to reach a broader audience with
interested and passionate users. Users benefit by interacting with a like minded
community and finding a channel for their energy and giving. Examples include
SixDegrees.org, TakingITGlobal, G21.com, BabelUp, Care2, Change.org, Gather.org,
Idealist.org, WiserEarth, OneWorldWiki, TakePart.com and Network for Good. The
charity badge is often used within the above context. NonprofitLounge.com connects
nonprofit professionals, boards, friends and colleagues, bring them together in one place.

TYPES OF SOCIAL NETWORKING SERVICES

This section attempts to order the current range of social networking services available,
and outlines two main formats: sites that are primarily organised around users' profiles
and those that are organised around collections ofcontent. However, it’s important to
remember that services differ and may be characterised by more than one category.
Users are also quite happy to tailor the intended use of platforms to suit their own
interests – so for instance, sites that are primarily profile focused may be used by
individuals to showcase media collections or be used as workspace for particular topics
or events. Educators setting up private groups in order to make use of collaborative space
and tools are a great example of how social networking services can be tailored for
users‟ own ends.

I. Profile-based SNS
Profile-based services are primarily organised around members' profile pages–
pages which primarily consist of information about an individual member –
including their picture, interests, likes and dislikes. Bebo, Facebook and

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MySpace, are all good examples of this. Users develop their space in various
ways, and can often contribute to each other‟s spaces – typically leaving text,
embedded content or links to external content through message walls, comment
or evaluation tools. Users often include third-party content (in the form of
"widgets") in order to enhance their profiles, or as a way of including information
from other web services and social networking services.
II. Content-based SNS
In these services, the user's profile remains an important way of organising
connections but plays a secondary role to the posting of content. Photo-sharing
site Flickr is an example of this type of service, one where groups and comments
are based around pictures. There are many people who have "empty" Flickr
accounts – people who have signed up to the service in order to view their
friends' or families' permission-protected pictures. Shelfari is one of the current
crop of book-focused sites, with the member‟s "bookshelf" being a focal point of
their profile and membership. Other examples of content-based communities
include YouTube.com for video-sharing and last.fm,where the content is
arranged by software that monitors and represents the music that users listen to.
In this instance, content is generated by the user's activity. The act of listening to
audio files creates and updates profile information („recently listened to‟). This
in turn generates data about an individual user‟s „neighbours‟ – people who have
recently listened to the same kind of music.
III.White-label SNS
Most social networking services offer some group-building functionality, which
allows users to form their own mini-communities within sites. Platforms such as
People Aggregator (www.broadbandmechanics.com) and Ning, which launched
in 2004, offer members a different model, based on the creation and membership
of users' own social networking sites. These sites offer members the opportunity
to create and join communities.This means that users can create their own “mini-
MySpaces”, small-scale social networking sites that support specific interests,
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events or activities. Setting up and running a social networking service also


means increased responsibility/liability of the individual creator or host for onsite
activity.
IV. Multi-User Virtual Environments
Sites such as Second Life and World of Warcraft, online virtual environments,
allow users to interact with each other’s avatars – a virtual representation of the
site member. Although the users have profile cards, their functional profiles are
the characters they customise or build and control. Friends lists are usually
private and not publicly shared or displayed.
V. Mobile SNS
Many social network sites, for example MySpace and Twitter, offer mobile
phone versions of their services, allowing members to interact with their friends
via their phones. Increasingly, too, there are mobile–led and mobile-only
communities, which include profiles and media-sharing just as with Web-based
social networking services. MYUBO, for example, allows users to share and
view video over mobile networks.
VI. Micro-blogging/Presence updates
Micro-blogging services such as Twitter and Jaiku allow you to publish short(140
characters, including spaces) messages publicly or within contact groups. They
are designed to work as mobile services, but are popularly used and read on the
Web as well. Many services offer ”status updates” – short messages that can be
updated to let people know what mood you are in or what you are doing. These
can be checked within the site, read as text messages on phones, or exported to be
read or displayed elsewhere. They engage users in constantly updated
conversation and contact with their online networks.

VII.Social search
Social search engines are an important web development which utilizes the
popularity of social networking services. There are various kinds of social search
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engine, but sites like Wink and Spokeo generate results by searching across the
public profiles of multiple social network sites, allowing the creation of Web-
based "dossiers" on individuals. This type of people search cuts across the
traditional boundaries of social network site membership, although any data
retrieved should already be in the public domain.

WHAT DO PEOPLE DO ON SOCIAL NETWORKING SERVICES?

People use social networking services for countless activities. Among the most common
uses, however, are:

 Connecting with existing networks, making and developing


friendships/contacts.Young people tend to use social networking services to
communicate and socialize with their contacts and consolidate their existing
friend networks –however, in the same way that some children and young people
collect trading cards or kinds of toy, some young people use social networks to
collect contacts to display their popularity.
 Represent themselves online, create and develop an online presence. Social
network services provide purpose-built spaces for members to create and present
an online representation of themselves, either within friendship or wider
networks.
 Viewing content/finding information.
 Creating and customising profiles. There are many different kinds of profiles,
although they typically consist of a member-designed web page, supported by a
range of tools. Profile pages are not just lists of information – they allow
members to develop and present an image of themselves to the world, and to
establish and project their online identities. Displays of preferences (favourite
music, books, films for example) allow members to share information about
themselves. Most social networking sites also allow members to customise the

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look and feel of their pages to a greater or lesser extent – through page templates
or content, including video, widgets, music and images.
 Authoring and uploading your own content. Content might be in the form of
messages or blog posts – it might also be photos, video or music. Adding and
sharing third party content. This might be in the form of links or embedded
content hosted somewhere else – for example a video hosted at YouTube or
another video hosting service, but playable on a member's profile page. Content
might be added in widget form - widgets are a chunk of code, usually provided
by third party developers, that can be embedded within web pages to display
various types of content – these can be simple badges (pictures with links back to
other sites) or dynamic content, for example, a slide show or the last songs
catalogued by my last.fm account. This type of dynamic content makes it easy to
move information, content and links from one social networking service to
another. Quizzes and polls are also very popular to share – with some services
allowing you to create your own quizzes, or compare your self with other people
on your contacts list who have also answered questions or added that application.
 Posting messages – public & private. Many services support public and private
messaging – through message boards or in-service email. MySpace and Facebook
offer members an Instant Messaging system.
 Collaborating with other people. Service tools to create groups but allow users,
for example, to collectively create profiles, hold discussions, store, share and
comment on objects. In-service messaging can be a rich source of informal
collaboration.

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CHAPTER-2
MAJOR SOCIAL
NETWORKING WEBSITES

MAJOR SOCIAL NETWORKING WEBSITES


The major and most popular social networking websites popular in India are:

 Orkut.com
 Facebook.com
 MySpace.com

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 Twitter.com

ORKUT.COM

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BASIC FACTS:

 URL : http://www.orkut.com/
 Slogan: Who do you know?
 Commercial? Yes
 Type of site : Social Network Service
 Registration : required
 Available language(s) : Portuguese, English,
Spanish, French, Hindi and other 39 languages
 Owner : Google
 Created by : Orkut Büyükkökten
 Launched : 22 January 2004

Orkut is a free-access social networking service owned and operated by Google. The
service is designed to help users meet new friends and maintain existing relationships.
The website is named after its creator, Google employee Orkut Büyükkökten.

Although Orkut is less popular in the United States than competitors Facebook and
MySpace, it is one of the most visited websites in India and Brazil. In fact, as of May
2009, 49.83% of Orkut's users are from Brazil, followed by India with 17.51%.

Originally hosted in California, in August 2008 Google announced that Orkut will be
fully managed and operated in Brazil, by Google Brazil, in the city of Belo Horizonte.
This was decided due to the large Brazilian user base and growth of legal issues.

FEATURES

A user first creates a "Profile", in which the user provides "Social", "Professional" and
"Personal" details. Users can upload photos into their Orkut profile with a caption. Users
can also add videos to their profile from either YouTube or Google Video with the
additional option of creating either restricted or unrestricted polls for polling a
community of users. There is an option to integrate GTalk (An instant messenger from
Google) with Orkut enabling chatting and file sharing. currently gtalk has been
integrated in orkut. Users can directly chat from orkut page.

Scrapbook

"Scrapping" is popular among the Orkut community as a form of offline and online
communication. In December 2007, the ability to pop up alerts when a scrap is received
was added.

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Communities

Another feature of Orkut are "Communities". Anyone with an Orkut account can create a
community on anything. One can post topics, inform users about an event, ask them
questions or just play games. There are more than one million communities on Orkut
with topics ranging from pizza to pasta, and space flights to Srikakulam. The first five
communities on Orkut were started within 24 hrs of the site's launch. There were a total
of 47,092,584 communities on Orkut as per March 24, 2008 4:25PM IST.

Orkut redesign
Traffic of Orkut on May 13, 2009 by country
On August 24, 2007, Orkut
Source:
announced a redesign. The
http://www.alexa.com/siteinfo/orkut.com#trafficstats
new UI contains round
corners and soft colors
including small logotype at India 23.7%
upper left corner. The
redesign has been announced
Brazil 22.1%
on the official Orkut Blog.
By August 30, 2007, most
users on Orkut could see United States 8.9%
changes on their profile
pages as per the new
redesign. On August 31, Japan 8.8%
2007, Orkut announced its
new features including
Pakistan 6.9%
improvements to the way
you view your friends, 9
rather than 8 of your friends Other 29.6%
displayed on your homepage
and profile page and basic
links to your friends' content
right under their profile
picture as you browse through their different pages. It also announced the initial related
languages: Hindi, Bengali, Marathi, Tamil and Telugu. Profile editing can take place by
clicking the settings button under the user profile photo.

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On September 4, 2007, Orkut announced another new feature. user would be able to see
an "Updates from your friends" box on the homepage, where it's possible to get real-time
updates when friends make changes to their profiles, photos and videos. Moreover, in
case someone wants to keep some things on their profile private, Orkut has added an
easy opt-out button on the settings page. On November 8, 2007, Orkut greeted its Indian
users Happy Diwali by allowing them to change their Orkut look to a Diwali-flavored
reddish theme. On 2 June 2008, Orkut has launched its theming engine with a small set
of default themes. Along with the photo tagging has also arrived at Orkut.

FACEBOOK.COM

BASIC FACTS:

 Type : Private
 Founded : Cambridge, Massachusetts

(February 4, 2004)
 Headquarters : Palo Alto, California, Dublin, Ireland (international headquarters
for Europe, Africa, Middle East)
 Key people : Mark Zuckerberg, Founder and CEO
Dustin Moskovitz, Co-founderSheryl Sandberg, COO
Matt Cohler, VP of Product Management
Chris Hughes, Co-founder
 Revenue : 300 million USD (2008 est.)
 Employees : 700 (November 2008)

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 Website : facebook.com Facebook.com users


 Type of site : Social network service come from these
 Advertising : Banner ads, referral countries:
marketing
 Registration : Required
 Available in : Afrikaans, Arabic, United States 29.0
Bulgarian, Catalan, Chinese %
(simplified), Chinese (Hong Kong),
Chinese (Taiwan), Croatian, Czech,
Danish, Dutch, English (US), English
United Kingdom 6.8%
(UK)), Filipino, Finnish, French
(Canada), French (France), German,
Greek, Hebrew, Hungarian, Icelandic,
Indonesian, Italian, Japanese, Korean, Italy 6.0%
Lithuanian, Macedonian, Malay,
India 3.2%
Norwegian (Bokmål), Norwegian
(Nynorsk), Polish, Portuguese (Brazil),
Portuguese (Europe), Romanian,
Russian, Serbian, Slovak, Slovene, OTHER 11.5
Spanish, Spanish (Castile), Swedish, %
Thai, Turkish, Vietnamese, Welsh
 Launched : February 2004

Facebook is a free-access social networking website that is operated and privately


owned by Facebook, Inc. Users can join networks organized by city, workplace, school,
and region to connect and interact with other people. People can also add friends and
send them messages, and update their personal profiles to notify friends about
themselves. The website's name refers to the paper facebooks depicting members of a
campus community that some US colleges and preparatory schools give to incoming
students, faculty, and staff as a way to get to know other people on campus.

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Mark Zuckerberg founded Facebook with fellow computer science major students and
his roommates Dustin Moskovitz and Chris Hughes while he was a student at Harvard
University. Website membership was initially limited to Harvard students, but was
expanded to other colleges in the Boston area, the Ivy League, and Stanford University.
It later expanded further to include any university student, then high school students,
and, finally, to anyone aged 13 and over. The website currently has more than 200
million active users worldwide.
Facebook has a number of features with which users may interact. They include the
Wall, a space on every user's profile page that allows friends to post messages for the
user to see, Pokes, which allows users to send a virtual "poke" to each other (a
notification that tells a user that they have been poked), Photos, where users can upload
albums and photos, and Status, which allows users to inform their friends of their
whereabouts and actions. A user's Wall is visible to anyone who is able to see that user's
profile, depending on privacy settings. In July 2007, Facebook began allowing users to
post attachments to the Wall, whereas the Wall was previously limited to textual content
only.
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One of the most popular applications on Facebook is the Photos application, where users
can upload albums and photos. Facebook allows users to upload an unlimited number of
photos, compared with other image hosting services such as Photobucket and Flickr,
which apply limits to the number of photos that a user is allowed to upload.

According to comScore, Facebook is the leading social networking site based on


monthly unique visitors, having overtaken main competitor MySpace in April 2008.
ComScore reports that Facebook attracted 132.1 million unique visitors in June 2008,
compared to MySpace, which attracted 117.6 million.

Source: http://www.techtree.com/India/News/Facebook_Largest_Fastest_Growing_Social_Network/551-
92134-643.html

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MYSPACE.COM

BASIC FACTS:

 Type Subsidiary
 Founded 2003
 Headquarters Beverly Hills, California
 Key people Tom Anderson, President
Owen Van Natta, CEO Owner Fox Interactive Media
 Employees 1600
 Slogan A Place for Friends
 Website MySpace.com
 Type of site Social network service
 Advertising Google, AdSense
 Registration Required
 Available in 15 languages
 Launched August 2003

MySpace is a social networking website with an interactive, user-submitted network of


friends, personal profiles, blogs, groups, photos, music, and videos for teenagers and
adults internationally. Its headquarters are in Beverly Hills, California, USA, where it
shares an office building with its immediate owner, Fox Interactive Media; which is
owned by News Corporation, which has its headquarters in New York City. In June
2006, MySpace was the most popular social networking site in the United States.
According to comScore, MySpace was overtaken internationally by main competitor
Facebook in April 2008, based on monthly unique visitors. The company employs 300
staff and does not disclose revenues or profits separately from News Corporation. The
100 millionth account was created on August 6, 2006 in the Netherlands and the site
counted approximately 106 million accounts on September 8, 2006.

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The initial growth of MySpace

MySpace features

 Bulletins
○ Bulletins are posts that are posted on to a "bulletin board" for everyone on
a MySpace user's friends list to see. Bulletins can be useful for contacting
an entire friends list without resorting to messaging users individually.
 Groups
○ MySpace has a Groups feature which allows a group of users to share a
common page and message board. Groups can be created by anybody, and
the moderator of the group can choose for anyone to join, or to approve or
deny requests to join.
 MySpaceIM
 MySpaceTV
 Applications
 MySpace Mobile
 MySpace News
 MySpace Classifieds
 MySpace Karaoke
 MySpace Polls
 MySpace forums

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The start of decline in MySpace’s user traffic

TWITTER.COM

BASIC FACTS:

 Type : Private
 Founded : 2006
 Headquarters : San Francisco, California, USA
 Key people : Jack Dorsey, Chairman
Evan Williams, CEO
Biz Stone, Creative Director
 Industry : mobile social network service, micro-blogging
 Employees : 29
 Website : http://twitter.com/

Twitter is a free social networking and micro-blogging service that enables its users to
send and read other users' updates known as tweets. Tweets are text-based posts of up to
140 characters in length which are displayed on the user's profile page and delivered to
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other users who have subscribed to them (known as followers). Senders can restrict
delivery to those in their circle of friends or, by default, allow anybody to access them.
Users can send and receive tweets via the Twitter website, Short Message Service (SMS)
or external applications. The service is free to use over the Internet, but using SMS may
incur phone service provider fees.

Estimates of the number of daily users vary, because the company does not release the
number of active accounts. In November 2008, Jeremiah Owyang of Forrester Research
estimated that Twitter had 4-5 million users. A February 2009 Compete.com blog entry
ranked Twitter as the third most used social network (Facebook being the largest,
followed by MySpace), which puts the number of unique monthly visitors at roughly 6
million and the number of monthly visits at 55 million, however only 40% of users are
retained. In March 2009, a Nielsen.com blog ranked Twitter as the fastest-growing site in
the Member Communities category for February 2009. Twitter had a growth of 1382%,
Zimbio had a growth of 240%, followed by Facebook with a growth of 228%.

THE RISE OF TWITTER TO IMPORTANCE

 Several 2008 U.S. presidential campaigns used Twitter as a publicity mechanism,


including that of Democratic Party nominee and President Barack Obama.
 In October 2008, a draft US Army intelligence report identified the popular
micro-blogging service as a potential terrorist tool. The report said, "Twitter is
already used by some members to post and/or support extremist ideologies and
perspectives."
 During the 2008 Mumbai attacks, eyewitnesses sent an estimated 80 tweets every
five seconds as the tragedy unfolded. Twitter users on the ground helped in
compiling a list of the dead and injured. In addition, users sent out vital
information such as emergency phone numbers and the location of hospitals that
needed blood donations.
 In January 2009, US Airways Flight 1549 experienced multiple bird strikes and
had to be ditched in the Hudson River after takeoff from LaGuardia Airport in
New York City. Janis Krums, a passenger on one of the ferries that rushed to
help, took a picture of the downed plane as passengers were still evacuating and
sent it to Twitpic before traditional media arrived at the scene.
 In May 2009, astronaut Michael J. Massimino used Twitter to keep updates of
their Hubble Space Telescope repair mission, marking the first time Twitter was
used in space.

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SOURCE:http://blog.compete.com/2009/02/09/facebook-myspace-twitter-social-
network/

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CHAPTER-3
INDIAN
INTERNET
USAGE

INDIAN INTERNET USAGE


India has some of the highest numbers of internet users in Asia, coming next to china.
Internet and its usage in India as evolved over the years, with the earliest uses only being
limited to sending and receiving e-mails. Then came the era of content related websites
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where Rediff, Yahoo! And Hotmail garnered a lot of followers, paving the way for
newer avenues like e-commerce and social networking both of which are currently huge
in India at the moment.

Here are some facts about internet usage in India:

 India has an estimated 32-46 million active Internet users. (source: sify.com)

 India has just 4.38 million broadband subscribers, while there are 287 million
mobile users and 38.9 million landline subscribers – (source:
medianewsline.com)

 Internet usage from Rural India accounts to 20% (source: medianewsline.com)

 The average Indian Internet user visited the Internet 25 times during the month
and was online for 28 minutes per visit. Those between the ages of 15-24 were
the heaviest Internet users among all age segments, spending nearly 12 hours
online per month on average. Some of the fastest growing Web site categories
during the past year included Maps (up 64 percent), Sports (up 60 percent),
Entertainment - Movies (up 55 percent), and Finance – News/Research (up 52
percent).(source: Comscore.com)
 there are 17.8 million active Internet users in the 16-54 age group in India, many
of whom would have also used tools, such as instant messaging and discussion
forums. Around 15.1 million or 85% of such Indians read blogs online, while 15
million users watch video clips. The case in favour of taking your small business
online is compelling. (source: Economic Times)
 Over two-thirds (70%) of all Internet users reside outside metros
 Over 70% internet users prefer to access the net in Indian languages, with English
users at just 28%, down from 41% in 2007 (this means that people would want to
‘read’ in regional languages).
 Women account for less than a fifth, just 17.6%, of the 49-million odd Indian
netizens.

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 On an average, net users take 15 odd activities which includes chatting, emailing,
downloading music and movies, sharing videos and pictures, checking cricket
score, job and matrimonial search. Social networking, picture and video sharing,
online communities and Internet chatting and blogs are significant for 81% of the
users. (source: watblog.com)
 Around 70 per cent of Internet users in India have registered with a social
networking site. People in the age bracket 18-34 are members of social
networking sites. About 70 per cent of them are in the age band 18-27. (source:
sindhtoday.net)
 The list of top visited social networking websites in India shows Orkut and
Facebook leading the way back in 2008. Since then, websites like MySpace and
of late, Twitter have also made their prominence as mentioned in the previous
chapters.

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 The chart shows the average amount of time spent by a user online. A major
chunk of the population spends time online between 1-5hrs weekly.

 The top 10 domains visited shows social networking site Orkut in the 4 th place
and orkut leads in the top sites by category.

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 This profile of the internet user shows the majority of the uses being in the age-
group 15-24. Also this shows more male users than female.

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CHAPTER-4
WHAT
IS BEING
PROMOTED?

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WHAT IS BEING PROMOTED?

Today, when an Orkut user signs into his/her account, he /her gets the update that friend
“x” has changed their theme to Kolkata Knight Riders or Roadies battle ground.

Facebook users get feeds about who is winning the latest season of American Idol.

A MySpace user gets latest wallpapers and free music from Coldplay or Green Day or
any other rock music band of his/her choice.

And the twitter use gets live updates from the then presidential candidate hopeful (and
now President), Barrack Obama himself.

Welcome to the world of social networking drama, where promotion is playing the
biggest part.

Promotion through social networking has finally caught on. Earlier, it was limited to a
few celebrities. Then came the politicians and the sportspersons and now its products and
services too! Social networking is a tool adopted by anybody and everybody today.

Aircel seems to have flooded the markets with its red and blue hoardings and kiosks
dotting the whole city. They plastered Delhi with Mahendra Singh Dhoni’s smiling face,
they stole the front page of the Times of India and changed it to “Move on India”. On
21st March, apart from TOI, Aircel had literally hijacked all Radio Channels & TV
Channels with its advertisements. Many have used such “Ambush” marketing techniques
earlier, however this time, Aircel did something else too. This Apollo Group-promoted
brand went and connected itself with the youth – and where else to go other than

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Facebook. Aircel launched a voice message application on Facebook, which allowed


friends to leave each other voice messages instead of just text messages. Within no time,
it got 190 users to sign up for its voice mail application. Social networking sites are
turning out to be lucrative options, where marketers can focus on their target groups, and
that too, at very cheap rates.

Aircel’s Facebook page

Nano, the latest offering from the Tatas to hit the Indian roads, broke new grounds in
design, engineering and production processes. Now it’s using innovative ways to market
and promote this unique Rs.1 lakh car. Unlike most small cars, Nano won’t advertise on
TV. It will instead focus on online Nano games, Nano chat rooms, Nano pop-ups and
even enter into a conversation with young users on Facebook, Orkut and blog spaces.
Nano wants to be synonymous with anything “small, cute and brief” and it’s using the
internet to help build this buzz about its brand, and probably this time, it’s not gone
wrong, for the networking sites triggered a gushy response from people all over the
world, asking for a similar car in their land too!

MTV India is another example of online promotion. The youth centric music channel has
an official group on Orkut, Facebook and Twitter, where they send out news feed about
latest programmes and what new is coing up on the show. In fact, their major TRP
booster show, MTV Hero Honda Roadies was heavily promoted through these groups on
all the three websites in order to garner maximum audience. MTV, known for its whacky
sense of humour, posted behind the scenes videos from the show, uncensored videos of
the participants (which were not allowed to be aired on TV, due to the high level of
expletives used), and other material such as details about the tasks, blogs and messages
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from the evicted contestants. It even went to the extent of tweeting throughout the
show’s finale, giving out details as and when they were happening on TV.

The crew that manages the account, also keeps posting links to interesting websites,
videos and much more material on their facebook and twitter account. Another activity
they pursue through their Orkut community is kick starting Roadies Battleground, a “sit-
at-home” version of the show, where contestants were asked to go through all the same
procedures as they would go through if they were on the show. This version became
highly popular amongst the people and also a profile theme “Roadies Battleground” was
launched by Orkut.

MTV India’s Twitter Page

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MTV India’s Facebook Group

MTV India’s Orkut Community

Facebook has become a place where every college kid now hangs out. Its stickiness has
improved with a user spending 190 minutes on an average on the site. Originally
developed for college and university students, where you could log in only if you had a
college e-mail id, Facebook is available to anyone with an email address today. So now
there is an increase in the users of the 12-17 and 35+ demographic. So these social
networking sites are attracting a lot of marketers, especially those who want to target the
youth, for it’s the young who have typically more free time to spend on a social
networking site. So if you can do something interesting & creative, which catches the
fancy of young minds, you can create a “friendly buzz” about your brand; something
very necessary for a brand’s survival and growth.
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Another new innovation seen in the recent times is the advent of parties and event
promotions through Facebook. Says Sunny Khandelwal of Mighty Events “We post
messages of all the events on Facebook as it helps us get a better turnout and coverage.
All we need to do is create an event, which is an option available on Facebook and send
invites to people. Most people RSVP to us on Facebook itself, helping us make an
estimate on the turnout. It also helps us get more promotion at no cost.”

Screenshots of pages of Mighty Events and their events page

World renowed magazines such as Vogue and GQ have groups on Facebook, hosted by
the officials from the company, where a lot of content from the previous issues and

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details from the newer issues are given out. Also vogue writers directly discuss many
articles with the writers, in order to create awareness.

Vogue India’s & GQ India’s Facebook Groups

Most rock bands have well crafted pages on MySpace, where they post details of their
concerts to free music and personal pictures. Bands like Coldplay pioneered in this
technique making their page one of the most visited pages. It is not only the managers of
the band that create the pages. The members of the band also take a special interest in the
content posted.

Popstar Britney Spears is the third most followed person on Twitter, with 1,542,169
followers (as of 23rd May 2009) and counting. Her managers who take care of her

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account, post details of her concerts, forthcoming music albums, guest appearances,
interviews etc. Popular actor Ashton Kutcher, however tops the list of being the most
followed person on twitter, with over 2,000,000 followers. Teen sensation and Disney
star, sixteen year old Miley Cyrus has her own twitter and MySpace pages which unlike
other celebs isn’t run by her managers, but herself. Although the content posted is more
or less the same as other celebs (concerts,backstage info, album details etc.), there is an
opportunity for the fans to know the celeb as a person, rather than as a celebrity.

Facebook, MySpace &Twitter pages of Miley Cyrus, Coldplay, Arctic Monkeys &
Green Day

Participants, judges and the hosts of the very famous show American Idol, are always
twittering. They twitter about the show, the contestants, their performance, their song
choices etc., giving the show an entirely different angle for the audiences. In fact, twitter
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has an option called as “Trending” where the most tweeted topics are displayed. During
the finale that was being staged on 20th April 2009, the finalists name appeared in the
trending list for a continuous time period of more than 24 hours, displaying the shows
popularity on Twitter.

P&G, the world’s biggest advertiser, created a page on MySpace called “Miss
Irresistible” to help market its Crest toothpaste. This way, it could connect with its users,
potential users and along the way, gather market research. According to Wall Street,
when the world’s biggest advertiser turns towards a new medium, a whole lot of others
are bound to follow.
If you want to market to the kids, you need to know where they live. When the giant US
retailer Target wanted to promote its “back to-school” merchandise, it decided to sponsor
a page on Facebook. No advertising of merchandise here – just conversing with the
young people and getting to know them. The page was given a theme of “Dorm Survival
Guide” where students were given advice on how to design their dorms, how to cook,
how their furniture should match their personality – so there was a personality test too;
and of course, it said how pillow cases, and comforters (available at Target too) could
help make them more comfortable in their dorms. Initially, they included photos of
dorms designed by designers, but you could upload your dorm pics too. It attracted more
than 7,000 members, lots of photos, and lots of positive discussions about the brand.
Target realised that on Facebook, you don’t sell first – you talk first. So it kept all
discounts, promotions et al away from its Facebook page – and it worked. The
community liked it.
JP Morgan Chase decided to market its credit cards with the help of Facebook and not its
own website. To market to young people, you need to like them, and behave like them.
You need to be relevant to their life. Its Facebook page gave advice to youngsters on
how to use credit wisely, apart from earning points for joining Chase subgroups, et al.

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The Facebook group of JP Morgan Chase


Burger King created a page on MySpace and has more than 12,000 “friends”, who can
post comments and get to know of various deals et al. If you thought these social
networking sites are being used by companies to peddle their goods, you are wrong.
From Microsoft to Goldman Sachs to Deloitte, everyone is on these, building their own
alumi networks to encourage their old employees to join back. Deloitte found that 20%
of its new recruitments consisted of boomerangs – i.e people who had worked with it
earlier. In today’s times, “Boomerangs” are a blessing. They know you, so it costs less to
train them and they hit the ground running. Let’s face it – it’s difficult to stay away from
Facebook & other such sites.

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Citi Group’s official Facebook Page

Huge brands are using Twitter to get close to customers like “Whole Foods Market asks
its friends & followers what they like to read & watch and informs them of various
events coming up.” Samsung uses Twitter to update you on latest company news.
Southwest holds interesting discussions with its customers on Twitter; not necessarily
related to travel. Comcast has put its service personnel’s photo on its Twitter account &
he offers you any help or support you require. Home Depot, too, uses Twitter to offer
alternate customer support.

Twitter has a character limit of 140 – which is its best feature. Short, snappy and easy to
follow is what makes Twitter work. So if your brand is not Twittering, you may be left
out. Dell, Starbucks, many NGOs, are all out there finding out what their customers are
doing right now, and how to engage them in a profitable conversation.

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Screenshots of Starbucks’s, Virgin Atlantic’s & Samsung’s official Twitter pages

Google is feeling the heat and till it cannot buy up Twitter, it is also using it to its best
advantage. Now Google provides a service whereby marketers can send their five most
recent Tweets across the AdSense network. Intuit is one of the first to experiment with it.
It works like this – when you see the advertisement of Intuit’s Turbo Tax, you click on it
and you go to the twitter page, not the company’s official website. The idea is not to
drive direct sales but to get people to “follow” Intuit. Once you befriend them, you can
convert many into loyal customers.

Marketing is changing. Marketing is, after all, about communicating, and the way people
are communicating with each other is changing. So rules of the game have to change. No
one wants to be “Marketed” to nowadays. So if you really want to make headway into
new markets, you got to stop marketing & start talking.

To have a deeper understanding of how the promotion through social networking is


going on, let us take two separate cases from two different fields of politics and media.

 NETTING THE VOTE


 MOVIE PROMOTION THROUGH SOCIAL NETWORKING

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NETTING THE VOTE

More candidates have taken their campaign megaphones online this time. Parties have
realised that an online presence is the best way to catch the eye of the youth. The median
population is under 25 and the country has added 42 million new voters since 2004 and a
large number of them spend much time browsing the Net.

Internet penetration in India is pegged at 7.1 per cent, which means access to five crore
potential voters. The physical boundaries of 499 of India’s 543 Lok Sabha constituencies
have also been redrawn for the first time in 30 years. This has led to an increase in the
number of urban constituencies, residents of which are possibly more receptive to online
campaigning.

Also, the Net had become a terrain of furious debate and activism after the terror attacks
in Mumbai goaded the youth into vociferous outrage. Suddenly, social networking sites,

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chain mails, and internet groups were abuzz with citizen journalism, heated debate and
try-out activism.

And here, you have the potential for direct communication; much like the traditional
door-to-door approach. Traditionally, the door-to-door campaigns, meetings with loud-
speakers and the posters and hoardings have been their source of candidate/ party
promotion. But canny politicians understand that Internet campaigns can generate cross-
media-news-coverage and work as legitimate, strategically controlled PR machines.

The BJP has led the way in creating an online presence. It is dealing with at least half a
million emails every day. “Though the penetration of internet is still miniscule, 60 per
cent of internet users live in the top eight cities which impact some 50 Lok Sabha seats,”
says Pradyut Bora, convenor of BJP’s IT cell.

Dr. Shashi Tharoor, who is contesting from Thiruvananthapuram, is leveraging the web
in his campaign; he is present on both Facebook and Orkut. Former Karnataka Chief
Minister, S.M. Krishna, has a Twitter profile and younger Congress candidates, Sachin
Pilot, Milind Deora and Priya Dutt are active online. In fact, Priya is on first name basis
with many of her constituents. Her website, www.priyadutt.org, informs you about her
achievements as an MP but it is on her Facebook group that the dynamic energy of
internet communication reveals itself.

The Milinddeora.com home page shines with an endorsement from Karan Johar. His
Facebook group with about 1,500 members is far more active. “I have a web team that is
using contemporary means of communication, including Twitter, to reach out to the
young Mumbaikar,” says Deora.

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Screenshots of Facebook & Twitter pages of Rahul Gandhi, Dr. Shashi Tharoor &
Milind Deora

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But parties like the CPI(M) are not buying into it. “In a poor country like ours face- to-
face contact with voter will always occupy centre-stage,” says Prasanjeet Bose, convenor
of the party’s research unit. The power of the Web in this election will also be felt in the
mobilisation of first time voters. For example, the jaagore.com media campaign has
actually resulted in a lot of voters filling out their forms online.

JAAGO RE…

Tata Tea, when kick starting the Jaago Re campaign two years ago did not have an idea
of the massive moment that it would lead to. Jaago re campaign today has become one
of the most successful social awareness campaign of our times.

Barack Obama's unique internet strategy has not only helped him win the elections but
also earned him the title of “Amercia's digital President" and the Jaago re campaign in
India has taken a page out this powerful marketing strategy to get citizens to wake up
and vote.

Screenshot of President Barrack Obama’s Twitter Page

The Jaago Re movement has revolutionised voter registration with its one stop shop
website for all voting needs. While the internet has helped shorten the distance to the poll
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booth it is also made this campaign difficult to miss. From music videos, to internet
virals, concerts, television ads, mass messaging and Facebook the Jaago Re movement
has leveraged a unique marketing strategy by tapping the potential of technology to
mobilise people.

As many as 69,414 individuals have registered with the campaign and now can monitor
their application status on its online portal (jaagore.com).

'Jaago re...' movement is a nationwide voter registration drive covering 35 cities.

"It stands for social awakening. The initiative was to awaken the youth to get the entire
nation to vote. The campaign is based on a customer service model - it integrates
technology with feasibility. The registration online is fairly simple and empowers people
to take a step forward," said Vikas Ratanji, outreach coordinator for the campaign in
north India.

The 'Jaago re' (Wake Up) campaign was a joint venture between Tata Tea, and
Janagraha, a Bangalore-based NGO working on urban governance.

TV commercials of the tea brand used lines like "Har subah sirf utho mat, jaago re"
(Don't just come out of the bed every morning, wake up), were a hit with youngsters,
urging them to play an active role in dealing with issues of governance.

The online portal, although in nascent stage, provides visitors guidance about their
constituencies with interactive maps. However, it is the Facebook group of this website
that garners a lot of attention.

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The Jaago Re group on Facebook

The group has currently 17868 members (and counting!), major chunk of them being
active. People in this group discuss about politics, who would be a better person to lead
the country, about voter’s rights, about starting signature campaigns. Also the group
organizes events, one of the most popular being “GET-OUT-THE VOTE”, a rally where
the participants talk about the importance of voting and voter’s right. This rally has been
carried out in as many as 28 cities including, delhi, Mumbai, Kolkata, Noida, Hyderabad,
Bengalooru, Chennai, Bhopal, Ahmedabad, Cochin, Lucknow, Kanpur, Guwahati etc.

The group also invites people to volunteer for the cause, in a way getting more and more
people to join the cause. The main reliance here is on word-of-mouth marketing and
social networking websites perfectly fit the agenda.

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MOVIE PROMOTION THROUGH SOCIAL NETWORKING

We’ve all seen those multi-colored hand painted movie posters on the street corners as
kids and stared at them in awe.

But of course now is the time when we download movie posters, trailers, music and
promotional videos on our computer systems. And yet again, the ever changing
technology urges us to move forward. To get the latest information about any
forthcoming movie, big or small budget, all you need to do is log into your Facebook
account to check out the official page of the movie. Apart form the regular promotional
stuff like wallpapers, videos, ringtones and music, if you’re lucky, you get a chance to
interact with the actors too. All in good spirit! This is the new age of movie promotion,
through social networking.

Bollywood movies of the recent times like Rock On!!, Delhi 6, Jaane tu Ya Jaane Na
have used this as the strategy for promotion. many more forthcoming movies are
following their footsteps, and using social networking as the strategy, one of the most
notable being Yashraj Films. For example, during the promotion of Delhi 6, a Facebook
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group for the movie was set up by UTV Movies and it involved the actors from the
movie Abhishek Bachchan and Sonam Kapoor interacing with the fans and replying to
their messages. Ditto for Rock On!!, when a page was set up by the director Abhishek
Kapoor and the producer Farhan Akhtar , where they discussed about the movie and its
music.

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Screenshots of Official Movie Groups on Facebook

Again, its not just limited to promoting movies. Most movie makers and actors have a
Facebook or a twitter account, through which they share their interests, and their future
projects. Celebrated film-maker Shekhar Kapoor, Meghana Gulzar and actresses Gul
Panag are amongst them. Says blogger Yash Ved, “Actors using social networking is
nothing new in Hollywood. A lot of movie actors like Ashton Kutcher, Demi Moore,
Hugh Jackman, Lindsay Lohan are into it, and their fans love it! But its new in
Bollywood and people will take sometime to get adjusted to it.”

However, its just not the movies, even TV shows are into it. In India, he social
networking moment was pioneered by MTV India, the number one youth-centric music
channel. Starting off with a group on Orkut, the channel progressed later to Facebook
and is now on MySpace and Twitter. This however is something only limited to the
media conglomerate Network 18, which owns channels like MTV India, Colors etc.

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A screenshot of actress Gul Panag’s Twitter page

Although its successful, its an idea taken from overseas, where a lot of TV personalities
ranging from makers of popular shows to actors, talk show hosts and even stand-up
comics are into social networking, the most notable example being media mogul Oprah
Winfrey.Winfrey, an active member of Twitter, posts regular updates, along with details
of her show, guests and a lot of her opinions.

A screenshot of Oprah Winfrey’s Twitter page

Why is this happening online?


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People want to know about celebrities as people. Those celebrities willing to share and
do it authentically, those are the people who are going to engage fans in a way that builds
their brand and perpetuates sponsors, and creates a kind of affinity that's hard to beat.

Twitter is quickly becoming a way to reach more than just a geeky cluster of
technophiles. According to Web tracker comScore, the site attracted close to 2 million
unique visitors in January, up tenfold from a year before. And that number doesn't
include potentially millions more Twitterers who access the service via cellphones or
from desktop applications like Twhirl or Tweetdeck.

It's enough to make any celeb wary of the budding microblog phenomenon. Or, for those
willing to do some sharing of their own, to take the reins of their own Twitter feed and
build a following.

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CHAPTER-5
ANALYSIS
OF
PRIMARY
DATA

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ANALYSIS OF PRIMARY DATA


QUESTIONNAIRE

1. How much time do you send on social networking websites?


a. 1-3 hours a week
b. 3-6 hours a week
c. More than 6 hours a week

1. What are the various social networking websites you have an account with?
a. Orkut.com
b. Facebook.com
c. MySpace.com
d. Twitter.com
e. Any Other (please specify)-

1. Your interests:
a. Movies
b. Music
c. Sports
d. Politics
e. Any Other (please specify)-

1. Do you follow your interests through social networking?


a. Yes
b. No
c. Sometimes

1. Do you visit or subscribe from the pages/groups/accounts of your favourite artistes /


Sportspersons /politicians /products?
a. Yes
b. No

1. Please mention the artistes /TV shows /movies /politicians /sportspersons


/personalities / products whose groups/pages, you follow/subscribe to:

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ARTISTES/ POLITICIANS/ SPORTSPERSONS PRODUCTS/


MOVIES/ PERSONALITIES SERVICES
SHOWS

2. Are you happy with the content that is available on these groups/accounts?
a. Yes
b. No
c. Could be better

1. Do you support or take part in any social causes through social networking? If yes,
please specify.
a. Yes
b. No

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TIME SPENT BY PEOPLE ON SOCIAL NETWORKING

The graph shows that majority of the people spend between three to six hours of their
time online per week. This shows the ever rapidly increasing use of the internet and its
varied uses in India. Since for this questionnaire, the age group was between the ages of
15 to 30, it can be assumed that a major part of this time spent online is attributed to the
various social networking websites. This comes as a good sign for many
products/services, as it provides them with an option to move their promotional activities
online, through social networking.

VARIOUS WEBSITES PEOPLE HAVE ACCOUNT

The result here shows that on an average, out of every 100 young urban Indians, 97 have
an account with Orkut, which was the pioneer of easy social networking in India.
However, since the year 2007, the popularity of Orkut has dwindled, and that of
Facebook has risen. However, the Indian youth have caught on this activity not only to

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keep contact with friends and relatives, but also to make new friends. Although social
nettwroking of late has been shrouded in controversy, with cases murder cases like
Adnan Patrawala, Kaushmbi Patnaik, and Arushi Talwar, where social networking
sites have played a major role, social networking has is growing by leaps and bounds.
Through social networking, the youngsters also share messages, photographs, videos,
and music. This has also led to many other applications like online gaming. The other
popular website like twitter which is relatively new when compared to Orkut and
Facebook, will take some time to get popular with the youth and get a foothold in the
Indian scenario.

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INTERESTS

For a country, where movie actors are considered to be gods by the people, majority of
the people pursuing interest in movies through social networking should not come as a
surprise. This has also worked in the favour of moviemakers and production houses who
are out their promoting their movies, and have now found social networking as a means
to promote their movies. An interest in politics is also seen on the rise in a generation
that was earlier wary of politics and politicians. This is probably due the increasing
awareness amongst the youth about the political scenario and the various terrorists
attacks, where the government’s work was less than effective. Also, the rise of a younger
generation of politicians that are literate, well aware and think differently than their older
counterparts and speak the language of the youth, has created an interest in the minds of
the younger generation about politics.

FOLLOW-UP OF INTERESTS & TAKING SUBSCRIPTION

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Getting updates and following the details of a promotional campaign of any


product/service has become a common practice now a days. The biggest example of this
can be seen in the presidential campaign of President Barrack Obama, where he used the
social networking to an extensive length. People got details of his campaigns, speeches,
and a lot more data through this method.

SATISFACTION WITH THE CONTENT

In times, when technology plays such a major part in our lives, the use of it should be
very wise. Technology can make or break images. It is therefore important to use the
right technology for the right purpose. The content on the various social networking
websites posted is less than satisfactory according to the survey. What is required here is
a better systematic approach to campaigns or promotional activities through social
networking. With the help of a better approach, the content could be worked and
improved upon.

PARTICIPATION IN SOCIAL CAUSES THROUGH SOCIAL


NETWORKING

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The result here is pretty debatable, as social networking websites allow you to be a part
of various causes, without actually being present to do any activities physically. As this
involves minimum participation from the people, they take up causes and contribute to
them in any small way they can. The interest in causes has increased significantly due to
the increasing social sense among people, be it related to politics, pollution, poverty,
terrorism, illiteracy or any other cause. A number that shows more number of people
being socially aware is always good, as it helps the people who work for these causes to
directly interact with the ones interested.

MAJOR CELEBRITIES/PERSONALITIES/PRODUCTS/SERVICES
PEOPLE FOLLOW/SUBSCRIBE

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CHAPTER-6
COMPARISON OF
SOCIAL
NETWORKING
WEBSITES

COMPARISON OF SOCIAL NETWORKING WEBSITES

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As discussed in the previous chapters, the major social networking websites with
maximum traffic (as compared to others) are:

• Orkut.com
• Facebook.com
• MySpace.com
• Twitter.com

All the four major networks have a stiff competition over garnering maximum site traffic
and in the process, introducing new features, upgrading old and existing features and a
whole lot of new applications. Many websites like Hi5, Yahoo 360, Big Adda and
Fropper have yout with low traffic since they were stagnating and no new features or
updates were as interesting as the market leaders.

Facebook is a website, which has features that includes those of Orkut, MySpace as well
as Twitter, making it a hot favourite amongst users and the number one website in terms
of traffic.

In order to manage a campaign on any social networking website, it is very important to


decide which website is to be chosen for hosting, In order to youet the right target
audience. Thus a comparative analysis of the websites must be done to choose the right
website.

The following data is a comparison of various social networking websites talking about
the traffic, features, pros and cons.

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CASE I: ORKUT V/S FACEBOOK

Orkut started out in India when it was nearing an end to its cycle in most other countries.
And it has hit off very well with the people here targeting the urban as well as Tier-2&3
cities. The problem started out when Facebook emerged in India and Orkut started
stagnating

Facebook came with neater, trendier, and edgier profile look with better features and
applications, that took away a lot of the existing Orkut crowd away.

But Before we dig into Facebook and do a comparison on Orkut and Facebook lets first
understand Orkut and the problems Orkut faces in India.

What was Orkut and what did it do different?

Orkut was one of its kind open social networks which came at a time when there were
few others. Prior to Orkut there was hi5 (which was pretty popular in India in 2005)
which allowed you to view your friend’s friend but when Orkut came it revolutionized
the network phenomenon by giving you access to practically everyone on the network.

Orkut’s problems in India

1) Openess lead to Exploitation

Being such an open social network has its pros as well as cons, It soon started getting
into problems such as fake profiles, negative communities, communalism etc.

2) Orkuts becoming Pornkut?

But what’s worse that Orkut soon started becoming a joint for porn and guys posting
pictures of Indian girls. So besides the public outcry on the various fake pictures and
controversial communities its seems like the biggest problem Orkut is facing is that of
being bombarded with porn profiles!

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So how has these problems impacted the user experience on Orkut?

1) Search Results are Affected - A search run on Orkut for India based girls across any
age group and out of the first ten pages of result, only 7 REAL profiles the rest were fake
porn profiles. This is in stark contrast to almost a year ago when the same search on
Orkut showed many good looking real profiles and very few porn profiles.

2) Interactivity is affected - Yes scrapping and the openness of Orkut did get it the
traffic and soft corner among Indian youth but it also attracted an Indian youth which is
sort of suppressed at home due to religious and social conservatism and hence kind of
obsessed with porn. And this very porn obsessed audience is now driving away the real
people who made Orkut a success. Girls have started removing their pictures from their
albums after cases of morphing. Girls have started to stop replying to scraps due to many
"Add you as friend requests". Also many of my friends have deactivated scrap alerts.

3) Stagnating Experience - Those who have recently joined Orkut may still find it an
exciting experience as its one of the most visited social networks in India and hence you
will be able to find anyone from your school, kindergarten, office or any other possible
place on Orkut like connecting with long lost friends, but those who have been on the
network for one year upwards Orkut is turning out to be what I call a stagnating
experience.

Now let us understand what Facebook was and how popular did it become?

Before opening up to the general public Facebook was a social network for students from
American schools and colleges. For instance, according to a profiling done by Mashable,
In September 2005 approximately 85% of the students in the supported colleges had a
Facebook account, with 60% of them logging in daily.

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Is Facebook popular in India?

Facebook is fast gaining popularity with the Indian audience.

When I had joined Facebook 3 weeks back it was ranked 39th most popular site
according to alexa.com and in just 3 weeks it has become 29th most popular site in India!

But you might argue that Orkut is 2nd most popular site and Facebook still has a long
way to go..

The above graph clearly shows a stagnant trend for Orkut and an upward graph for
Facebook.

So how did all the Indians get attracted to Facebook?

Facebook was targetted at American students in schools and universities and many of
these students are Indians who have left India to study abroad. Facebook became a way
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for them to keep in touch with both their American friends and also invite friends from
India even though they weren’t from universities abroad.

So slowly all these up market Indian community (both staying in India and staying
abroad) started populating Facebook. Then Facebook opened its doors to the general
public recently thereby allowing anyone to signup.

Now here is a comparison of Orkut with Facebook on why Facebook is the next big
thing in India.

Well to illustrate some traffic trends, here is an alexa comparison of Orkut and Facebook
of the last 3 years.

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As you can see Facebook seems to be rising while Orkut seems to slowing down and
also the Facebook current rise is similar to that of Orkut in the early part of 2006 (around
the same time 1+ Million Indian users were on Orkut). So what is so special about
Facebook that is making the above graph look like it is?

What is so special in Facebook? And why is it becoming that popular in India?

1) Firstly its opened up recently so all the problems mentioned above with regards to
Orkut is missing in Facebook.

2) Also Facebook has some really great features which move far ahead and even beyond
one’s imagination. Primarily because it recently opened its API which has got a host of
developers developing some cool applications which are increasing delight and
interaction among users on a whole new different level.(Currently more than 65 million
applications are already created are being used on Facebook in the first month itself. This
is increasing interactivity beyond imagination.)

Lets have a close look at the features.

Invitation

As soon as you sign up, Facebook asks you to add friends from your email address by
asking you to input your username you and password and then it shows you which of
my friends from your address book are on Facebook and just a click of a button and you
get a group of 30 friends added to you. No searching required! Additionally it lets you
invite others on my address book that are not on Facebook.

Interactivity

This is where Facebook scores highly over Orkut. The only interactive feature which has
become a huge hit with Orkutters has been scrapping! But Facebook is one which not
only has the scrapping feature called "The Wall" in Facebook but its the unlimited
applications that are being developed by its evergrowing developers community. These
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applications are causing a long tail which basically means that each and every
application would have at least one user in Facebook thereby meaning delight and
uniqueness in experience among different users on the same social network.

Search

The search at Facebook is probably its weekest feature. The normal search primarily
searches names of other users and the advanced search can only search your friends. This
is where Orkut’s openness scores over Facebook’s supposedly more secured network.
Though as mentioned above openness can lead to exploitation. So the fact that Facebook
is a little less open and more secured may actually work in Its favour.

In a bid to push Orkut of the top spot, Facebook has launched content in 6 regional
Indian languages including Hindi.

The first reaction for a lot of us net creatures would be - it won’t make any difference, as
people prefer English. And of course, it is not that Orkut is the premier SNS because it
offers regional content or is localised better. In fact MySpace and Bebo which ‘launched’
in India (though they had a a decent Indian user base before they came here officially)
have tried local content to bring in the local users, but it hasn’t clicked well at all. The
basic thought that Indians want to use the web the same way as an average American
would do isn’t really far fetched. India unlike Europe holds English and its usage in
prestige.
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An IAMAI report on consumption of vernacular content had these points to say last year:

• The consumption characteristics of the Indian populace towards media in general


is localised and regional in nature. English seems the less preferred choice among
the un-adopted mass.

• There is difference between the usage and the demand for regional content on the
web. The reason for the difference being lack of infrastructure as well as existing
regional content for those demanding vernacular content.

Another survey reported this :

According to the survey the overall Rural Literate Population around 368 Million while
the Rural English-Speaking Population is pegged at just 1/6th at 63 Million. Which
means that 5/6th of the literate population speaks their own regional language. Also the
report pegs the number of computer Rural Computer Literates at 15.1 million.

It meant that the next 50 million Internet users in India would consist of a large
chunk of regional language content consumers.

Also, Tata Indicom launched its website in Hindi recently, and Rediff had introduced 22
languages in January. Gmail introduced emails in 5 languages not so long ago.

So is Facebook off the mark with this feature?

Firstly this move is clearly an attempt at gaining users from Orkut, and I feel very sure
about it because of this message that greeted me today morning. And Orkut is not
winning or hasn’t won on the basis of language, it won because it was a Google product
and went viral the same way as Facebook went in USA in its early stages before
Facebook could gain weight here.

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Facebook inviting me to invite Orkut friends

Also, even if we go about accepting that Facebook isn’t concerned about Orkut, and this
is a ploy to target the 60% of the population who would prefer vernacular content and
who aren’t on the web, even then this move does not give a lot of leeway for Facebook.
For more than language the essential barrier for regional users is poor infrastructure and
systems to be online.

Basically, this move might not create any big impact initially, however, as more people
join the web bandwagon in the interiors of India, they can certainly expect a Indianised
Facebook

Conclusion

In conclusion id like to say that though currently Orkut is huge in India with it also being
nominated as the mtv youth icon but unless it innovates and gives its early adopters a
reason to come back more and more it will surely lose out its Indian audience to a rising
phenomenon people know by Facebook.com.

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CASE II : MYSPACE V/S FACEBOOK

You often hear about how different Facebook and MySpace’s user bases are. Well,
maybe they’re not so distinct after all. Yahoo is the No. 1 traffic referrer to both sites.
(Hat tip to the purple team). What’s more interesting is how much traffic they actually
send to each other: Facebook is the second-highest traffic source to MySpace, and
MySpace is the third-highest traffic driver to Facebook. The other sites they get the most
traffic from are portals (guess portals aren’t exactly “dead”) like AOL, MSN and, of
course, Google. As for the app developers, it’s worth noting that Zynga and RockYou are
two of the top sources of traffic to both nets.
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Sure, this was a symbolic takeover, but it should have come as no surprise to anyone
closely monitoring the two social giants over the past year.
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Using a few different Compete PRO Site Analytics reports, I drilled down to take a
closer look at trended traffic to understand the key metrics around Facebook’s rise to
power in the social media arena.

The First Blow: October 2007 - Stickiness

While Unique Visitor data is certainly newsworthy, given Social Media’s value
proposition to advertisers from an engagement perspective, the stickiness metrics are
arguably more important than high level site traffic alone. Looking at historical
engagement data, I rolled back the clock to October 2007, where we see Facebook
eclipsing MySpace in the number of pages per visit for a visitor. This would prove to be
the first of many battles won by Facebook along the way.

Round 2: Reach

Examining Daily Reach (people visiting a site on a given day as a percentage of all
internet users on that day) over the past 6 months, we see that on January 4th, Facebook
overtook MySpace in terms of Reach, surging forward in February to achieve a
remarkable 15% (and climbing) Reach vs. 11% for MySpace.

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Round 3: Attention

In terms of time spent, Monthly Attention (percentage of time spent on a site as a


percentage of total time spent online) illustrates Facebook’s robust growth over the last
year. In early 2008, approximately 7% of all time spent online was on MySpace (vs.
1.5% for Facebook), but as the year rolled along, Facebook gained more and more
attention, eventually overtaking MySpace in October. As of January 2009, 5% of all time
spent online was on Facebook, more than double MySpace.

The Knockout Punch?: Average Stay

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If you’re MySpace, the graph below certainly stings – in the past two years, average stay
for a visitor to the site has dropped from 30 minutes to 10 minutes. In the meantime,
Facebook has steadily upped this number, leaving its rival in the dust. As of January
2009, Facebook kept visitors engaged on site over 7 minutes longer on average than
MySpace, with the average stay still on the rise.

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CASE III: TWITTER V/S FACEBOOK

Facebook emerged out of Harvard and was initially a network for college students. It
started out as a simple way to keep in touch, to see what was going on around campus.
By the time its doors opened to everyone, Facebook had a few things going for it:

• Unlike MySpace, it had clean and elegant profiles.


• It made sharing pictures easy.
• It made sending private messages to friends easy.
• It made posting public messages on walls easy.

In short, Facebook solved basic problems of communication between friends. And it


solved them very well.

But it felt compelled to continue evolving. Perhaps it felt threatened by Google's foray
into the social space. Perhaps it was enticed by the prospect of being bigger than Google.
Or perhaps it was the $15 billion valuation offered by Microsoft that set the bar too high.
Whatever it was, it kept rolling out features, including the Facebook platform and
Beacon, which aimed to make the web revolve around it.

Facebook blew past MySpace and managed to keep Google at bay. It firmly won the race
for the social web. But now it has begun a brand new race, this one against Twitter.

Twitter and Facebook Are Just Different

The thing is, though, this race makes no sense. Facebook and Twitter are simply two
different services that need to co-exist on today's web. The only thing they have in

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common is that their users have a limited number of hours in the day in which to
socialize.

At its core, Facebook is about closed sharing between a group of friends. That is why my
sister, one of Facebook's first users, felt so compelled to use it, not because of apps or
Beacon or tabs within tabs within tabs. It was simply about photos and messages on
walls between friends.

Unlike Facebook, Twitter has not added new features. It has stuck to its core product:
connecting people via short messages. And unlike Facebook, Twitter has allowed uni-
directional connections: if you want to follow someone without him or her following
you, you can. Twitter was never about sharing between friends in the first place, but
rather about sharing news. And if you look at Twitter today, it has clearly changed the
way the world consumes news.

So, Facebook is chasing a rival that is playing, in a different quadrant. And that does not
make sense because even if it refocuses on streams, Facebook at its core is about friends,
not news. Even if it had public pages for celebrities that everyone could follow,
Facebook would still not be about news. It's just different.

Focus on What You Do Best

Chasing Twitter could be costly. Facebook likely won't overtake Twitter and what it has
built up today. Twitter has won that race already. But if Facebook continues to spend too
much time trying to re-position itself, its core business (i.e. connecting friends) is in
danger of becoming vulnerable.

Clearly, MySpace, with its brand new management, is not wasting time. AOL is cooking
up some interesting new stuff itself in the social networking space. And Google may just
decide to make Chrome more social than other browsers.

So, it seems that Facebook's best path to preserving its strength is to not waste energy
chasing Twitter. Instead, it should return to its roots and core strength: being the #1
social networking site that makes it easy to network with your friends.
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Twitter’s obvious appeal to professionals lies in the ability to control incoming


information streams by following key people in specific industries. It is extremely useful
for bloggers, journalists, writers, news media and many other industries who currently
rely on feed readers to stay informed. Twitter taps them into a continual stream where
they can pan for gold. For knowledgable prospectors, Twitter is a goldmine that never
stops producing.It’s not about how many people are following you, it’s about how many
“quality” people you are following. If done properly you can refine Twitter content
streams into your own personal two-way information system where you are taking in
information while disseminating and aggregating information of your own to interested
parties.

Why People Love Facebook

Facebook appeals to social animals and can be very addicting to people who have an
insatiable appetite to stay connected with friends and make new acquaintances. In fact,
some people report they rarely use email or IM tools anymore in their online social
communications anymore, relying almost entirely on Facebook for email, chat, image
and video sharing.Facebook addicts prefer the social portal model versus having to log
into AIM, Yahoo Messenger, Gmail, Hotmail, Flickr, YouTube, MySpace, etc. Instead,
Facebook gives them a single alternative to all these applications, with one login and
interface to manage their online social interaction needs. This largely explains the
explosive growth Facebook continues to experience and why the company reportedly
invested $200 million in data center upgrades last year to keep up with demand!

Why People Love Twitter

The usefulness of Twitter is not readily as obvious to some people as Facebook; although
it may be more addictive once you get the hang of Tweeting; you get more immediate
responses and it seems to live somewhere between the worlds of email, instant
messaging and blogging. Twitter encourages constant “linking out” to anywhere and, in
that respect, is more analogous to a pure search engine; another way to find people and
content all over the Net. Twitter has quickly built brand awareness and a loyal following,
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especially among the technically adept; bloggers, online marketers, evangelists, basically
anyone with something to promote seem to find Twitter extremely valuable.When asked
why they love Twitter, users say like “I can ask a question and get an instantaneous
response”. They crave the ability to “tap into the collective consciousness” of others on
the network, bouncing ideas off others with whom they would otherwise have no means
of connecting.

Different Communication Styles for Different Social Settings

When you go to a large party or social event where you don’t know most of the people in
attendance, you will use a very different style of communication, more like Twitter; you
want to meet people and somehow make yourself known, stand out from the crowd,
make an impression, self promote and make new connections. Twitter is like getting the
podium and not everyone feels comfortable or knows how to stand comfortably in the
spotlight. In fact, almost all of us, when first approaching Twitter, tend to use it to post
useless updates like “Going to lunch”, thinking of it as a another tool to communicate
with friends, when in fact, it is more like stepping on to a stage, where you are
communicating with an audience and quickly find that you need to find a voice and say
something useful and interesting or quickly lose the attention of your audience. People
refer to Twitter as a mini or micro blogging platform.

Twitter Pros

• Easy to navigate and update, link to and promote anything

• Reach far beyond your inner circle of friends

• One feed pools all users; anyone can follow anyone else unless blocked

• Pure communication tool, rapid responsiveness

• You don’t have to be logged in to get updates; you can just use an RSS reader

• Very interactive, extensible messaging platform with open APIs

• Many other applications being developed (Twitterific, Summize, Twhirl, etc.)

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• Potential SMS text messaging revenue from wireless networks (although Twitter
states they are not currently getting any cut)

• Potential future advertising and/or enterprise subscription-based revenue streams

• With its “thin” overhead, Twitter is probably more scalable than Facebook,
giving it a cost advantage

Twitter Cons

• Limited functionality; find people, send brief messages, direct replies

• Limited to 140 characters per update

• Not all people find it immediately useful

• Over-emphasis on follower counts

• Easily abused for spam and increasing the noise level

• Relatively smaller installed user base

• As yet no readily apparent monetization strategy

Facebook Pros

• Application mashup; find people, make connections, email, instant messaging,


image/video sharing, etc.

• Most people can quickly grasp the value of connecting with friends, family and
established contacts; some people report they use Facebook instead of email and
IM

• More emphasis on deep connections with others vs. who has the most
connections

• “True Friends” feature increases your transparency to selected connections;


almost like having private and public profiles

• Huge, rapidly growing installed user base

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• Inherit stickiness, third party applications, “gift giving” and personal data
collection make Facebook a powerful advertising platform

Facebook Cons

• More difficult to navigate and update

• Requires investment of time to realize sustained benefit

• Opt in model requires a user to allow others to connect

• Less immediate responses; unless you stay logged on continually

• Overhead of mashup and “thick” applications could limit scalability, bloat cost
structure

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CHAPTER-7
WHAT MAKES A
SUCCESSFUL INTERNET
CAMPAIGN-
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THE EIGHT POINT


PROGRAMME

WHAT MAKES A SUCCESSFUL INTERNET CAMPAIGN- THE


EIGHT POINT PROGRAMME
It’s always a good idea to promote business through social networking sites along with
other form of advertising and promotion. Online marketers seriously believe that through
social networking slowly and steadily not a business can create a brand of its own but
also can derive a lot of additional traffic, which otherwise would have been difficult or
nearly impossible to attain. Return may be slow at the first stage, but social online
marketing is considered as great free advertising tool that can build a solid foundation for
the brand if implanted properly.

What is social online marketing all about? Unlike dead Internet sites, these new age
online properties allow people to communicate with each other and hence create
meaningful relationships over a period of time. It may be on the ground of hobby or
business, it can be anything. In the online world, through videos, discussion
groups/massage boards, blogs a company can brand itself easily and without gigantic
marketing budget.

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Numerous marketers successfully are strategically using social marketing to increase the
appeal of their business. There are also examples of successfully getting into a Joint
Venture Partnerships. What it means, it is easier to find out business minded people
interested in similar niche in the online world. Successful entrepreneurs use social
networking sites to spruce up their network of friends with common interests. They share
ideas, exchange information and in the long run establish relationships and take it to the
next level then promote by becoming partners or referring someone interested in the
venture.

By responding to the queries and questions with analytical insights raised by members in
the niche massage boards or forums, a company appointed spokesperson can let know
other members of the group about its brand and thus enable the mouth publicity to spread
further.

Networking may sound like the next buzzword these days, but it was actually the oldest
form of communication in this ancient world. By enlisting your name or your company’s
name on social networking sites, you can search for your friends and other professionals
and much more.

The popularity of networking websites is spreading all over the Internet. Not only can
members make new friends but these sites can be used as marketing tools. They can help
increase website traffic by sending tons of traffic to your website and for an added
bonus, they can also improve your search engine ranking.

Social Networking sites do not have strict rules for joiners but there are certainly some
dos and don’ts that one must abide by to avoid criticality.

To understand the do’s and don’ts that are required to follow in social networking in for
promotion, a set of steps need to be folllowed in order to capture your target segment.
This set of steps is called THE EIGHT POINT PROGRAMME TO SOCIAL
NETWORKING SUCCESS.

THE EIGHT POINT PROGRAMME TO SOCIAL NETWORKING SUCCESS


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This eight point programme is a step wise procedure devised to be followed in the order
presented below in order to meet the targets set for social networking promotions. The
programme has been devised keeping in mind the existing campaigns and their strategies
and policies along with the loop-holes that they have at the moment. The programme
covers such loop-holes that currently exist in such campaigns. A systematic diagram of
he programme has been given below.

LET YOUR PROFILE LOOK CREDIBLE

Most social networking sites give you the feature of writing your own profile. Take some
time, give it some thought and come up with a profile, which looks, credible and
professional. Many go overboard and talk big. Don’t do that. You may also mention your
website address (if you have one) or postal address with phone numbers.

Facebook and MySpace give the user a variety of options to spruce up their profile.
Options from likes in movies, music, books to photographs, hobbies, a whole lot of them
to choose from.

One of the main reasons for a profile to look credible is to appeal to the audience at the
receiving end. After all, it is for this audience that the page has been created. The profile
should represent the person as it is and not a “made for fans- angels version” of the
person, as the “real” person appeals more to the audience than the fake one.

In fact this is one of the main reasons why rock band spent so much time on going about
the details of their MySpace pages as many fans follow them on there and see these
pages.

For many of the new age politicians, who use social networking as a campaign tool, their
profiles play a major role. President Barrack Obama’s Facebook page featured data
regarding campaigns, excerpts from his speeches, campaign tour details and even
photographs from these campaigns. Personal family photographs from occasions like the

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president’s and his wife’s first Christmas together also made way here as the goal was to
show the then presidential candidate as a family man.

Indian politicians who used social networking tools for the 2009 elections also had very
strategically designed profiles. Dr. Shashi Tharoor, Minister of State for External Affairs
has a Facebook page stating his motto for the election along with photographs and
discussion polls designed by his Yale graduated sons. Young politico, Milind Deora too
has a facebook page that is very strategically designed by his campaign managers.

It is very important for a profile to send out the right messages to the viewer as this is the
way the audiences perceive you. For example, it wouldn’t be feasible for a politician to
have a MySpace profile as the design of a typical MySpace profile is intended to be
messy. And a rock band would not appeal to the audiences with their neatly designed
Facebook profiles as they prefer a messier design.

A perfect example for this would be the profile page of MTV India. The page means
business. It contains information about the hit shows of the channel along with an image
which shows a couple of table fans with a message scrolled on it saying “MTV FAN
CLUB”, officially declaring the tongue-in-cheek humour and satire that the channel is
famous for even outside its target segment.

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BE EVERYWHERE YOU CAN BE, BUT PRIORITIZE

Different social networks have different demographics, so be very deliberate in choosing


which networks to reach out to. In addition, the best campaigns will integrate both online
and offline strategies towards achieving a unified goal.

Today the web hosts a ton of Social networking websites. Apart from the leading ones
like Orkut, Facebook, MySpace etc there are others like reddit, dig, delicious and
linkerdein which do not have that huge traffic. So, most people avoid doing promotional
activities here apart from the spamming which is huge in low traffic networking
websites.

The web gives you many options, in terms of social networking websites. It is therefore
important to make your presence felt in the right websites in order to have maximum
impact.

MySpace as a networking website has been a hub for musicians where they can upload
their music for their audiences. Infact, many lesser known musicians and music band
emerged into prominence after getting exposure through their MySapce pages. Some of
these bands went on to cut records with major record companies and hit the top charts.

Facebook again has the image of a campus networking website, where every college
going kid from around the world is hooked to. So, the companies targeting this segment
would be in profit promoting through Facebook as opposed to other networks.

The point here is to build a following at one particular network so as to create awareness
from there rather than having a few followers everywhere.

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UTILIZE MEDIA

For some campaigns, the best way to get members to return is to offer them media.
Depending on demographics and community needs, this could be audio, videos, or
demos. The different forms of media depend on the type of product/service/personality
whose profile it is.

Rock group like Green Day which has strong presence on both MySpace and Facebook
hosts several pictures, wallpapers, music demos and videos for their audiences and fans
on he networks, in order to keep them interested and connected to the band so that their
popularity does not fizzle out as the public memory of the audience is limited. If it’s out
of sight, its out of mind.

The very popular host of American Idol, Ryan Seacrest, who has a Facebook and a
Twitter account, has a complete media team managing his accounts where they post
videos from the the show, from the actor and all the backstage activites.

MTV India is another website known for posting images and videos that were either
edited out of their shows or some original music videos apart from the promos of their
shows. Some pages which support causes use videos or an application to join or support
a specific cause and get more supporters for a cause.

At times, when Facebook is used as a party/event promotion tool, along with the details
of the event, the photos of the event are also put up, which act as a mouthpiece to tell the
people the success of the event. This was done in case of some major events like The
Hyderabad 10K Run.

Facebook has an official page on its own website, where it talks about the company’s
actions, moves and activities. It also mentions their office and the staff plays a very
important part in maintaining this page. This group also posts pictures form their
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headquarters allowing a glimpse to the audience to the world of Facebook. Media tools
are very powerful and act in a way that cannot be controlled unless until pulled down by
the host. Thus it is a tool that needs proper understanding to use.

ENCOURAGE MEMBER INTERACTION

The most successful social networking campaigns and efforts involve the audience. The
process of promotion through social networking is a two-sided process where the
audience reaction and interaction is equally important.

There exist a lot of pages/groups/communities where members post comments, start


discussion forums, post pictures and videos and other ideas they have regarding a
particular topic. It is very important to let these ideas run through in order to understand
what exactly the target segment wants and to analyse these discussions and come up wit
proper solutions for the problems or questions that they have with the hosts.

Major MNC’s like JP Morgan, CITI Group etc have official groups on Facebook, where
the existing and former employees can join up and share their experiences at workplace.
They also come up with questions that they have about the workplace and discussions
also take place about possible transfer to other branches to promotions to office parties,
overall portraying a healthy corporate culture, despite the effects of recession.

Says Kunal Agarwal, a fresher about to join D.E. Shaw which specializes in financial
investments, “After I got the official call letter from the company, I got an invite to join a
community on Orkut, which is basically for the new recruits of this year. The community
is an official one, being run by one of the HR executives and we usually post whatever
questions we have about our forthcoming jobs and we get the answers from the other
employees senior to us. Getting a word of wisdom is always helpful.”

Since member discussions are more direct and unadulterated, they give a direct
understanding of what the target segment wants.

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TREAT YOUR “FRIENDS” LIKE FRIENDS

Common courtesy applies on social networking websites just as in real life. Be willing to
thank your friends for adding you as a friend. Respond to friend's emails (if appropriate).
Never post your ad as a comment on someone's page without acknowledging them. Limit
the size of your "ad comments".

As a known personality on a social networking website, a person will get a lot of friend’s
request or followers. Its your take. You may accept friend requests from all and sundry
or create a selective friend list. Its better to form a small group of friends with similar
interests, passions, aspirations or expertise if you want to use the account for personal
purposes.

But as a celebrity, networking is one of the most powerful tools you can use to build
your fan-base. Take advantage of the opportunity to reach people with like interests.
Never ignore or decline a friend request. You never know who can help your career.

Take an example of Indian actress Gul Panag, who has a Twitter account. The actress get
loads of messages from fans from all across the country. And daily she takes time out to
reply to all the messages personally. Amercian actor and producer, Ashotn Kutcher also
on Twitter replies to all the messages that he gets, showing an example of how
personalities treat their fans and followers like friends.

BE PREPARED FOR THE BIG MOMENT


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Typically it takes time for a message to percolate when it doesn't have a supporting
marketing budget. But whatever your effort is, there will come a moment that puts your
efforts in the news. Fans have reacted in frenzy to announcements from personalities and
companies through social networking in a big way.

Virgin Atlantic Airways has been famous on Facebook for making random
announcements and receiving applause from their fliers. Same goes for companies like
Baskin n Robbins and Pizza Hut, which keep announcing their special offers through
Facebook and get great responses.

Apart from promotional announcements, there have been lots of public announcements
made through social networking.

During the 2008 Mumbai attacks, eyewitnesses sent an estimated 80 tweets every five
seconds as the tragedy unfolded. Twitter users on the ground helped in compiling a list
of the dead and injured. In addition, users sent out vital information such as emergency
phone numbers and the location of hospitals that needed blood donations. The use of
Twitter by victims, bystanders, and the public to gather news and coordinate responses to
the November 2008 Mumbai siege led CNN to call it "the day that social media appeared
to come of age."

In January 2009, US Airways Flight 1549 experienced multiple bird strikes and had to be
ditched in the Hudson River after takeoff from LaGuardia Airport in New York City.
Janis Krums, a passenger on one of the ferries that rushed to help, took a picture of the
downed plane as passengers were still evacuating and sent it to Twitpic before traditional
media arrived at the scene.

MAINTAIN AGILITY DURING THE CAMPAIGN

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Social networks are living, breathing organisms made up of real people connecting with
each other. Marketing campaigns also should share these attributes and show be flexible
to change in-flight, yield to legitimate requests or complaints of the community. Those
campaigns that reflect the same dynamic behavior as human interaction have a higher
chance to be interacted –and accepted –by the community.

If a campaign is successful, its because of the people who followed it. One such example
is of the Lead India campaign. Although, Lead India has an official website, it also has a
Facebook page, where there is a buzz with lots of activities from marches to gathering
people to volunteer work, the group has it all.

Another example would be the IYCN- Indian Youth Climate Network, which apart from
its website has a very active Facebook group, where there is always a discussion on
about creating new events, organizing marches, to creating awareness about the
environment in schools and colleges.

The same principle of “Out of sight, Out of mind” works here as well, as the public
memory is very short to retain the events. As a result, to keep campaigns alive and
kicking, there needs to be constant activity.

OFFER A SATISFYING USER EXPERIENCE

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This encompasses the overall experience of the campaign, the content and navigation
items should be where expected, the language familiar to the audience, and overall look
and feel of the site appeasing.

As more people contribute or interact with the campaign, the value is increased. This can
be in the form of content that is created by the community, contests, voting, or games.

Providing a satisfying use experience also means providing long term utility. Successful
campaigns have a longer term value, rather than a short term ‘disposble campaign”.
These campaigns add value by being a useful application to the members, rather than just
quick dose of entertainment.

Campaigns like Lead India and Jaago Re, which kicked off in a small manner, had a
bigger and more useful purpose in the Indian Elections 2009, helping the voters to
choose for a better government. Although Jaago Re initially started out as a tea
commercial, it became know, for spreading awareness and caught momentum as a
campaign.

Bibliography

The New Media Consortium. (2007, 10 October) Social Networking, the “Third Place,”
and the Evolution of Communication. from www.nmc.org/evolution-communication

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Mobile Socalizing: Accelerating Change. Net Family News


from http://www.netfamilynews.org/nl070202.html
"Indian Internet Usage: Interesting statistics and analysis" by Arun Prabhudesai
published on August 14th, 2007
http://trak.in/tags/business/2008/04/03/ten-indian-ad-networks/

“Consumer trends on the web” by Livemint.com


Case study- “Netting the vote” appeared in Deccan Chronicle (15th April 2009)
Case Study- “Stop Marketing and Start Talking” by Rajita Chaudhuri (4P’s Magazine
April’09)
Catalyst Campaigns (www.catalystcampaigns.com)
http://blog.santoshmaharshi.com/2008/09/16/india-web-internet-statistics-2008/
http://economictimes.indiatimes.com/Infotech/Internet_/Facebook_Orkut_LinkedIn_ena
ble_small_biz_scale_up/articleshow/3429347.cms
http://www.watblog.com/2008/05/20/juxt-consult-report-out-%E2%80%93-the-
confusion-with-user-stats-continues-internet-india-is-growing-at-a-pathetic-pace-even-
though-stats-may-glorify/
http://siteanalytics.compete.com/facebook.com+myspace.com/?metric=uv
GRAPHS:
alexa.com
compete.com
watblog.com

ANNEXURE

QUESTIONNAIRE
(THE DATA IS COLLECTED SOLELY FOR THE PURPOSE OF RESEARCH
AND WILL NOT BE DISCLOSED TO ANYONE WHATSOEVER)

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NAME: GENDER:

OCCUPATION: AGE:

PLEASE BOLD YOUR ANSWERS. IN CASE OF MULTIPLE


ANSWERS, PLEASE BOLD MULTIPLE CHOICES

1. How much time do you send on social networking websites?


a. 1-3 hours a week
b. 3-6 hours a week
c. More than 6 hours a week

2. What are the various social networking websites you have an


account with?
a. Orkut.com
b. Facebook.com
c. MySpace.com
d. Twitter.com
e. Any Other (please specify)-

1. Your interests:
a. Movies
b. Music
c. Sports
d. Politics
e. Any Other (please specify)-

1. Do you follow your interests through social networking?


a. Yes
b. No
c. Sometimes

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1. Do you visit or subscribe from the pages/groups/accounts of


your favourite artistes /
Sportspersons /politicians /products?
a. Yes
b. No

1. Please mention the artistes /TV shows /movies /politicians


/sportspersons /personalities / products whose groups/pages,
you follow/subscribe to:

ARTISTES/MOVIES/ POLITICIANS/PERSO SPORTSPER PRODUCTS/SER


SHOWS NALITIES SONS VICES

2. Are you happy with the content that is available on these


groups/accounts?
a. Yes
b. No
c. Could be better

1. Do you support or take part in any social causes through social


networking? If yes, please specify.
a. Yes
b. No

Dear Respondent,

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Thank you for taking out your valuable time and helping in
making this survey successful. It was a great pleasure
interacting with you.

RESPONSE
SHEETS

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RESPONSE SHEET – 01

1) NAME: PRIYAM SRIVASTAV


2) THESIS ID: HYD/MKT/UGP03013
3) TOPIC OF THE STUDY: PROMOTIONAL CAMPAIGNS THROUGH
SOCIAL NETWORKING
4) QUESTIONNAIRE MADE TO COLLECT PRIMARY DATA : NOT
ENCLOSED
5) DATE WHEN THE GUIDE WAS CONSULTED: 10/05/09

THE OUTCOME OF THE DISCUSSION: The guide had instructed me to do some


research on social networking websites popular in India and had asked to observe the
trends that are being followed.

THE PROGRESS OF THE THESIS: Social networking has encouraged new ways to
communicate and share information. Social networking websites are being used regularly
by millions of people.

Some of the leading social networking websites in India are Orkut, Facebook, MySpace
and Twitter.

Another fact that needs to be understood is that the promotion of products/services that
happens on these websites is completely free of cost and not paid advertising. Thus the
content posted by the target segment cannot b controlled.

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There needs to be an understanding of the different types of social networking practices


and the reason as to why do people use social networking services in the first place in
order to move forward with research tools like questionnaire.

RESPONSE SHEET – 02

1) NAME: PRIYAM SRIVASTAV


2) THESIS ID: HYD/MKT/UGP03013
3) TOPIC OF THE STUDY: PROMOTIONAL CAMPAIGNS THROUGH
SOCIAL NETWORKING
4) QUESTIONNAIRE MADE TO COLLECT PRIMARY DATA : NOT
ENCLOSED
5) DATE WHEN THE GUIDE WAS CONSULTED: 10/05/09

THE OUTCOME OF THE DISCUSSION: The guide had instructed me to do some


research on social networking websites popular in India and had asked to observe the
trends that are being followed.

THE PROGRESS OF THE THESIS: Social networking has encouraged new ways to
communicate and share information. Social networking websites are being used regularly
by millions of people.

Some of the leading social networking websites in India are Orkut, Facebook, MySpace
and Twitter.

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Another fact that needs to be understood is that the promotion of products/services that
happens on these websites is completely free of cost and not paid advertising. Thus the
content posted by the target segment cannot b controlled.

There needs to be an understanding of the different types of social networking practices


and the reason as to why do people use social networking services in the first place in
order to move forward with research tools like questionnaire.

RESPONSE SHEET – 03

1) NAME: PRIYAM SRIVASTAV


2) THESIS ID: HYD/MKT/UGP03013
3) TOPIC OF THE STUDY: PROMOTIONAL CAMPAIGNS THROUGH
SOCIAL NETWORKING
4) QUESTIONNAIRE MADE TO COLLECT PRIMARY DATA : NOT
ENCLOSED
5) DATE WHEN THE GUIDE WAS CONSULTED: 10/05/09

THE OUTCOME OF THE DISCUSSION: The guide had instructed me to do some


research on social networking websites popular in India and had asked to observe the
trends that are being followed.

THE PROGRESS OF THE THESIS: Social networking has encouraged new ways to
communicate and share information. Social networking websites are being used regularly
by millions of people.

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PROMOTION THROUGH SOCIAL NETWORKING

Some of the leading social networking websites in India are Orkut, Facebook, MySpace
and Twitter.

Another fact that needs to be understood is that the promotion of products/services that
happens on these websites is completely free of cost and not paid advertising. Thus the
content posted by the target segment cannot b controlled.

There needs to be an understanding of the different types of social networking practices


and the reason as to why do people use social networking services in the first place in
order to move forward with research tools like questionnaire.

RESPONSE SHEET – 04

1) NAME: PRIYAM SRIVASTAV


2) THESIS ID: HYD/MKT/UGP03013
3) TOPIC OF THE STUDY: PROMOTIONAL CAMPAIGNS THROUGH
SOCIAL NETWORKING
4) QUESTIONNAIRE MADE TO COLLECT PRIMARY DATA : ENCLOSED
5) DATE WHEN THE GUIDE WAS CONSULTED: 22/05/09

THE OUTCOME OF THE DISCUSSION: The guide had instructed me to find out
how social networking webistes differ from each other in terms of features and traffic.

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THE PROGRESS OF THE THESIS: The various existing social networking websites
offer different kinds of features that suit for all kinds of needs a user has. However, it is
best to do a comparative analysis of the websites and understand the varying and similar
features, the traffic and other pros and cons.

RESPONSE SHEET – 05

1) NAME: PRIYAM SRIVASTAV


2) THESIS ID: HYD/MKT/UGP03013
3) TOPIC OF THE STUDY: PROMOTIONAL CAMPAIGNS THROUGH
SOCIAL NETWORKING
4) QUESTIONNAIRE MADE TO COLLECT PRIMARY DATA : ENCLOSED
5) DATE WHEN THE GUIDE WAS CONSULTED: 22/05/09

THE OUTCOME OF THE DISCUSSION: The guide had instructed me to make an


analysis on the complete primary data and translate the findings into reasons and
solutions.

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THE PROGRESS OF THE THESIS: The various existing social networking websites
offer different kinds of features that suit for all kinds of needs a user has. However, not
all users are satisfied with the kind of content that is offered.

RESPONSE SHEET – 06

1) NAME: PRIYAM SRIVASTAV


2) THESIS ID: HYD/MKT/UGP03013
3) TOPIC OF THE STUDY: PROMOTIONAL CAMPAIGNS THROUGH
SOCIAL NETWORKING
4) QUESTIONNAIRE MADE TO COLLECT PRIMARY DATA : ENCLOSED
5) DATE WHEN THE GUIDE WAS CONSULTED: 12/06/09

THE OUTCOME OF THE DISCUSSION: The guide had instructed me to prepare a


detailed step wise process to understand the proper working of a social networking
campaign.
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THE PROGRESS OF THE THESIS: The various existing social networking websites
offer different kinds of features that suit for all kinds of needs a user has. But there is a
need to follow a systematic procedure in order to attain the desired results from the
campaign. In order to get these results, an EIGHT POINT PROGRAMME has been
devised

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