SOCIAL MEDIA OPTIMIZATION

RAUNAK KAPOOR

TO STUDY THE IMPORTANCE OFSOCIAL MEDIA OPTIMIZATION

A Report Submitted in partial fulfillment of the requirements For the Degree of

MASTER OF BUSINESS ADMINISTRATION

In Marketing & Information Technology

by

Raunak Kapoor
Enrolment no.1115070048
Under the Supervision of

Mrs. Subodh Chaudhary Department of MBA IILM Academy of Higher Learning Greater Noida

To the
DEPARTMENT OF MBA

MAHAMAYA TECHNICAL UNIVERSITY (Formerly Uttar Pradesh Technical University) NOIDA

October, 2011

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DECLARATION

I,Raunak kapoor Roll no 11150700048, student of MBA of IILM Academy of Higher Learning, Greater Noida , hereby declare that the project report on Social Optimizationat Wildnet Technologies Pvt. Ltd, A Google Certified Partner An ISO Certified 9001-2000 Company is an original and authenticated work done by me. The project was of 90 days duration and was completed between 28th May to 29th August 2012.

I further declare that it has not been submitted elsewhere by any other person in any of the institutes for the award of any degree or diploma.

Raunak kapoor MBA-2011-13 Date

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CERTIFICATE

This is to certify that Project Report entitled SOCIAL MEDIA OPTIMIZATION which is submitted by Raunak Kapoor in partial fulfillment of the requirement for the award of degree MASTER OF BUSINESS ADMINISTRATION of M.T.U.is a record of the candidates own work carried out by them under my supervision. The matter embodied in this thesis is original and has not been submitted for the award of any other degree.

Head of Department: Mr. Krishana Kumar Saraswat (MBA Department)

Supervisor Mrs. Subodh Chaudhary

Date:- 29/09/2012

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PREFACE

The successful completion of this project was a unique experience for us and we achieved a better knowledge about Social media marketing in India. The experience which we got by doing this project was essential to our future. The information in this project being submitted by us contains detailed analysis of the research undertaken by us. The research provides an opportunity to us to devote our skills, knowledge and competencies during our knowledge gathering sessions of marketing management.

The research is on the topic Social Media Optimization in India.

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ACKNOWLEDGEMENT

Knowledge is an experience gained in life, it is the choicest possession, which should not be shelved but should be happily shared with others. It is the supreme art of the teacher to awaken joy in creative expression and knowledge. The success of any project is the result of hard work & endeavor of not one but many people and this project is no different. I take this as a prospect to a vow that it was an achievement to have succeeded in our final project, which would not have been possible without the guidance of Ms. Shweta Arora-Manager, Marketing Wildnet Technologies Pvt. Ltd. Ms. Nonika sharma Asst. Manager, PPC, Wildnet Technologies Pvt. Ltd. Mrs. Subodh Chaudhary -Faculty, Mentor, IILM Academy of Higher Learning

Finally we are thankful to our entire Back2college.in team who has given the full support in collecting the required information and continuous help during the project.

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Abstract
Title: To Study the Importance of Social Media Optimization
Supervisor: Mrs. Subodh Chaudhary Course: Master in Business Administration, IILM Academy of Higher Learning Greater Noida Keywords: Social media, marketing communication, marketing integration, marketing strategy,Social media optimization. Background and problem discussion: Today companies literally fight for consumers' attention. Competition has forced both marketers and companies to seek new unconventional ways to communicate with the market. This has lead to the development of the phenomenon known as social media. This form of media describes a selection of user generated content created by consumers to educate each other about products, brands, services, personalities and issues. Social media have become a major factor in influencing different aspects of consumer behavior including awareness, information acquisition, opinions, attitudes, purchase behavior, and post-purchase communication and evaluation. Purpose: Our study focuses on describing how and explaining why companies use social media in their marketing communication strategy. Methodology: This research study adopted survey and content analysis in order to find the effectiveness and the impact of communication in branding any product or the service among the target market through social networking sites like Facebook, Twitter and Orkut. Our empirical data was collected through a personal interview with our case company, and through the companys social media applications.

Conclusions: Companies should use social media in their marketing communications because it allows them to inform their customers and create a two-way communication. This communication can help companies to influence consumers and differentiate themselves. It can also help strengthen the corporate identity, build confidence for the company as well as create relationships. Social media is a cost effective way to become global and create reach.

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Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY CHAPTER 2

Page no

INTRODUCTION
2.1 2.2. INDUSTRY OVERVIEW COMPANY OVERVIEW

2.3. KEY OFFERINGS 2.4 TIMELINE

2.5. ABOUT THE FOUNDER CEO

2.6. ORGANISATIONAL VISION, CULTURE AND KEY DEPARTMENTS

CHAPTER-3 3.1 SWOT ANALYSIS CHAPTER-4 4.1 INTRODUCTION 4.2 OBJECTIVE 4.3LITERATU RE REVIEW 4.4RESEARCH METHODOLOGY 4.5 DATA COLLECTION PROCEDURE 4.6RESEARCH DESIGN 4.7 SURVEY 4.8 SAMPLING TECHNIQUE

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4.9 CONTENT ANALYSIS 4.10 PARAMETERS AND UNITS OF SURVEY 4.11 RESULTS AND DISCUSSION 4.12 CONCLUSION 4.13 SUGGESTIONS 4.14 REFERENCES 4.15 QUESTIONNAIRE 4.16 SURVEY RESULTS

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Chapter-1
Executive Summary

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Executive summary

Social media marketing refers to the process of gaining website traffic or attention through social media sites. Indian marketers are moving at a fast speed to tap thenew normal opportunity. Social media has gone mainstream. And for businesses it represents an unprecedented marketing opportunity that transcends traditional middlemen and connects companies directly with customers. Customer acquisitions remain to be the prime goal of Indian marketers (59%). According to leading marketers of India, the top three online investment channels for2011 are Social media, Email marketing and Search marketing. 52% of the top marketers said that it is extremely important to integrate email marketing and social media. This is why nearly every business on the planet is exploring social media marketing initiatives The focus of marketers is shifting from sending the message out to start engaging with customers. In this context, the role of a marketer is changing from batch and blast processing to creating listening posts and dialogue hubs in customer communities. A shift from isolated pure play traditional platforms to an integrated multi-channel approach is helping the marketers address the challenge of new consumers expectations across many devices and channels. Indian marketers are leveraging the power of various communication channels and technologies- be it Email, SMS or Social Media in their portfolio. Here we will see the main trend of Social media marketing in India, The scope of it, The future and will undergo a research to follow the Customer perception About Social media for Brand management.

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Quick summary of our primary findings:

Marketers place high value on social media: A significant 90% of marketers indicate that social media is important for their business. Measurement and integration are top areas marketers want to master: One third of all social media marketers want to know how to monitor and measure the Return on Investment (ROI) of social media and integrate their social media activities. Social media marketing takes a lot of time: The majority of marketers (58%) are using social media for 6 hours or more each week, and more than a third (34%) invest 11 or more hours weekly. A significant 77% of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2011. E-marketing forms the baseline for 86% of marketers in India.

Promotional communication and newsletters are the primary users of use of e-Marketing channels in 2010 Customer acquisition is the largest driver of e-Marketing for 2011 36% of Indian marketers invested more than 10% of their budgets in e Marketing 72% of Marketers have plans to increase investments in e-Marketing platform. After Social media, Email marketing and Search marketing are the preferred digital channel for 2011

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Chapter-2
Introduction

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INDUSTRY OVERVIEW Social media marketing

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Social media marketing tools

Besides research tools, various companies provide specialized platforms and tools for social media marketing: Social media measurement Social network aggregation Social bookmarking Social analytics Automation Social media Blog marketing Validation

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The rise of Social networking AD spending-

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Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. Today you can find many ways for internet marketing. Many people who enter this online marketing are less worried because of its guaranteed success. If you see in Internet totally all types of products has been marketed online without much effort. Internet attracts many business people to promote their business online. Social network marketing is grown to such a height that today many people can't earn without it.

Some of the most recognized network marketing tools are Face book, My Space and LinkedIn. Twitter became regular place for people who have newly entered the field of social network marketing. 1. Blogging: When you start Blogging or posting your data about any product, you can see less response from clients. Later it will become big business via blog. Websites and blogs are most powerful tools for social network marketing when matched with other networking tools. Blog is an amazing tool which provides many other facilities in addition to just marketing your business. It also helps you to communicate with other clients in case if you have any problems. 2. Personal website or blog: It is important to have private website if you are a freelancer. Your website will help your clients to know about you and it will make them clear that you are a serious freelance marketer and help to make huge revenue via online marketing. 3. Article selling: It is also best and cheap internet marketing method. It is a mode of advertising our trade just by writing articles and attracting endless number of users across world. We usually sell our articles to different article database websites and article directories. Today it provided free business to many advertisers and publishers and they are really benefited through their articles. 4. Email sending: Electronic mail sending is the best way to marketing. Collect list of email addresses through portfolio websites and email about
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your business to all internet users. Your Email should be attractive in such a way that your recipient will be impressed to get back to you.
5. Use social networking websites: Social networking websites like Twitter, face book can be used to promote your sales. These provide best platform for all who are thinking of online marketing. 6. Video promotion: Use several video distribution websites for your marketing. These websites uploads your service to the whole world. All that you need to do is film a video about marketing and send it to video uploading sites like You Tube. It seems it is the easiest way of marketing than any other modes since many people will be interested in view videos rather than word form of advertisement. 7. Press Release or media release: It attracts several public clients and increases relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by providing quality web content. It uses RSS feeds and many SEO techniques.

Social networking websites and blogs

Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, people can interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interaction Social networking sites and blogs allow individual followers to retweet or repost comments made by the product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company. Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal
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interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.

Engagement
In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or idea somewhere along the businesss path to market. Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.

Example2008 Presidential Election

The 2008 presidential campaign had a huge presence on social networking sites. Barack Obama, a Democratic candidate for US President, used Twitter and Facebook to differentiate his campaign. His social networking site profile pages were constantly being updated and interacting with followers.

Kony 2012
A short film released on March 5, 2012, by humanitarian group Invisible Children, Inc. This 29 minute video aimed at making Joseph Kony, an International Criminal Court fugitive, famous worldwide in order to have support for his arrest by December 2012; the time when the campaign ends. The video went viral within the first six days after its launch, reaching 100 million views on both YouTube and Vimeo.

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Charts and Tables-

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Implications on traditional advertising Minimizing use

Traditional advertising techniques include print and television advertising. The Internet had already overtaken television as the largest advertising market. Websites often include banner or pop-up ads. Social networking sites dont always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. Print ads are also starting to include barcodes on them. These barcodes can be scanned by cell phones and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones.

Leaks
Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads are often leaked to the world via the Internet earlier than they are scheduled to premiere. Social networking sites allow those leaks to go viral, and be seen by many users more quickly. Time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment and interaction concerning the event. This allows individuals watching the event on the west coast (time-delayed) to know the outcome before it airs.

Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in

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damages in 2010.The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation
An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at [Kenneth Cole's website]".This reference to the 2011 Egyptian Revolution drew objection from the public.

General Social Networking Statistics

62% of adults worldwide now use social media

Social networking is most popular online activity, with 22% of time online spent on channels like Facebook, Twitter and Pinterest 65% of the worlds top companies have an active Twitter profile

90% of marketers use social media channels for business, with 93% of these rating social tools as important 43% of marketers have noticed an improvement in sales due to social campaigns 72% of marketers who have worked in social media for three or more years said that they saw a boost in turnover due to social channels (the longer youre working in it the better you get)

91% of experienced social marketers see improved website traffic due to social media campaigns and 79% are generating more quality leads.
The average time spent by marketers on social media is 1-5hrs per week for those just getting started and 6+ hours per week for those with 3+ years of experience

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 The most popular social networking tool for marketing is Facebook being used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%) LinkedIn is 4X better for B2B lead generation than Facebook and Twitter Only 10% of marketers are actively monitoring social media ROI Only 22% of businesses have a dedicated social media manager

23% of Fortune 500 companies have a public-facing corporate blog

58% of Fortune 500 companies have an active corporate Facebook account, 62% have an active corporate Twitter account 47% of customers are somewhat likely to purchase from a brand that they follow or like

INDIAN MARKET
Indias Internet economy is expected to reach Rs. 10.8 trillion by 2016, as the countrys growth rate in this segment is far ahead of many of the developing nations, reported by BCG. According to BCG, the India Internet economy contributed to 3.2 trillion rupees to the overall economy in 2010, 4.1% of the countrys GDP, & could triple in 4 years time. More than 39 million Internet users who form 86% of the total Internet audience, visited social networking sites in July 2011 The total Indian social networking audience grew 43 percent in the past year, more than tripling the rate of growth of the total Internet audience in India India now ranks as the seventh largest market worldwide for social networking India is adding Internet users at the rate of almost 5-7 million a month, and at the current pace it will surpass the US, which has about 245 million users, in less than two years.

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Active user base per month in India is close to 30 Million marks which is still a pretty large market but not as big as portrayed by some consultants. India has close to 10 million online shoppers and is growing at an estimated 30% India e-tailing market in 2011 was about $600 Mn and expected to touch $9 Bn by 2016 and $70 Bn by 2020 - esti the country the third-largest Internet market in the world after China and the United States. There are more Internet users in towns with a population of less than 5 lakh than in the top eight metros put together. About 2 billion people worldwide access the Internet and 25% of them are from China. India contributes about 6% to the world's Net population and the US 12.5%. The survey found that more than 75% of Internet usage is among school- and college-going students and those who have recently graduated Mumbai has the highest number of Internet users (6.2 million) followed by Delhi/NCR (5 million), Kolkata (2.4 million) and Chennai (2.2 million). The percentage of companies using social media in top 5 markets is: China: 82% USA: 71% India: 70% Brazil: 68% Canada: 51%

eMarketer estimates advertisers will spend $3.63 billion in the US and over $4 billion more in the rest of the world on social networking sites this year. And thats just paid ad spending.When the Association of National Advertisers (ANA) surveyed US marketers this year, 90% said they were using social networks for their efforts about even with last year, at 89%. While this percentage has risen dramatically since 2007, when just 20% of marketers used social media, growth has plateaued and shifted to other new digital media platforms instead.

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Is Social media marketing effective?-

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How Social Networking Can Change Your Business

If you are a new or growing business owner, you may be at a standstill when it comes to your clientele. You can advertise in newspapers and on local billboards, but the majority of your customers are going to be online. This is why social networking is becoming a major hot spot for new and budding business owners. You can get your company known quickly without all of the fuss and investment that comes with advertising. But there are a few things you should know about social networking before you simply begin creating your own Facebook page.

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As a business owner, social networking can be the perfect tool for you to bring in new customers. Lets say that you are a restaurant owner who just opened their business. You may find that no one is coming into the restaurant because no one in the local area

knows about it. You can create a page for your company on Facebook and Twitter.
Look for and add people who are living in the area or who travel there often. Be sure to link up with other restaurants in the area to spread the word that youre a new business that just opened. Many companies have done quite well with social networking. You may already know of some small businesses in your town that are now booming simply because they have their own popular blog online. Other companies are doing well because of giving away free samples of their product. People love freebies, so you should consider offering something to your customers in the beginning of your business venture. The idea is to get your name out there and to attract as many people as possible. Create a blog or tweet on your Twitter timeline every day. Just like Oracles Charles Phillips, who is an example of a CEO who has actively embraced social media, this keeps everything fresh and new when it comes to your business.

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When you are social networking online, you are going to be dealing with people over the Internet. Some of your more dissatisfied customers may find it easier to come forward and express their dislike for your company using your Twitter or Facebook. When dealing with negative feedback, you should always conduct yourself in a professional manner. Do not insult a person if they insult your business. While it may seem okay at the time, other people

will read your unprofessional backlashes and this will reflect negatively upon you. It is best
to always be professional, no matter who you are dealing with on the Internet. Whether youve decided to run a blog or you just enjoy tweeting on Twitter, it is so important for you to get your business known online so that you can grow your clientele. You will be amazed at how many people come into your new restaurant, boutique, or cafe when you begin spreading the word online. The most important thing is to stay professional and to conduct yourself positively online when dealing with customers. While there is no reason to be uptight and robotic, you should make sure that you are as professional as possible.

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Supplement Social Media with Marketing

Social media marketing is a proven strategy that many businesses and brands rely on to drive sales and raise awareness for their products and services, and to better serve their customers. Since it is still relatively new in the grand scheme of business marketing, and since there is such a low barrier to entry, it does lend itself to being seen as the be all end all of online marketing. In reality, no business or brand should rely solely on social media marketing to grow or promote their business. It doesnt matter if you have a home-based business, are a service provider, or have a physical location successful internet marketing comes from a variety of different strategies, such as the following

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SEO Search engine optimization (or SEO) is a strategy that involves optimizing your website to become attractive to search engines, which places your site higher in search results for specific keywords. Common strategies include researching keywords to see the amount of times they are searched on google, adding these high-traffic keywords to your site description and meta tags, and including variations of the keyword for additional traffic. Another powerful SEO strategy is

called backlinking, where you seek to get links to your site placed on other popular
sites and directories. It is important to note that the SEO world is constantly changing to keep up with updates and modifications to search engines, such as Googles recent Penguin update.

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Email list building When a visitor comes to your site, there is a very strong likelihood that they will not be back, despite how good your content is. A great strategy to directly reach people interested in your products and services is to offer an ethical bribe such as a free report, white paper, or consultation in exchange for them signing up for your email list. Going forward, you can send targeted emails, special offers, or even an automated series of emails that repeats for each new

signup.
There are dozens of low-cost email service providers designed to help marketers create, build, and market to a list, and have full support and tutorials to help get started. Some recommended providers are Aweber, Mailchimp, and Constant Contact.

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Partnerships One of the most powerful business strategies you can adopt is to stop viewing other people in your market as competition, and see them as

potential partners. The benefits of this are astronomical you can get exposure to
a new audience, collaborate on a project, or even find someone who wants to buy you out! All it takes is a good attitude, and a willingness to play a part in a bigger picture, and you can reach out to anyone and get a response.

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The Social Media Effect-

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Multimedia While closely related to traditional social media, a multimedia strategy is a powerful way to connect with customers beyond status updates and friend requests. With podcasting networks such as BlogTalkRadio, you can create and host your own radio show, and position yourself as an expert on nearly any topic. Combine this with working with partners who are also in your niche, and youll see how effective it can be when you have a fellow expert who is looking to reach similar goals!

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COMPANY OVERVIEW
About the Company

Wildnet Technologies Pvt. Ltd is an established ISO Certified 9001:2008 Company and Google Certified Partner which started out in Noida, India with a small staff in 2005. At present, they have regular clientele in US, UK, Canada, Australia and India. Their five year old entity is today a robust team of 275 plus employees. Encouraged by trend, more and more of contemporary businesses are turning to web for wider markets and diversification. They assist businesses gain an online identity and realize their online business objectives expediently and surely for the best market price. Committed to actualizing the optimum potential of Internet resources for the benefit of our clients, they provide comprehensive web-based services, including Internet Marketing, Web Designing, Web Development and Dedicated Link Building. Though their professional and experienced team boasts of knowledge of all the latest technologies and tools, we generally use .NET and PHP languages for web applications development and only PHP for the development of e-commerce sites. In addition, their intuitive and professional project management approach extends the competitive cost advantage, whilst eliminating unnecessary efforts and cost.

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Key Offerings of Wildnet Technologies

Wildnet Technologies, a leading SEO Company offers dedicated search engine optimization (SEO) and design services to help you score over your competition. They have a team of highly qualified and skilled search engine specialists who are certified in Google Adwords and ISO standards providing a wide range of services in order to generate higher visitor traffic to a website. This ensures that a website gets higher rankings on the search engine pages. They offer: Blog Marketing Article Writing & Submission Press Release Writing and Submission Forum Marketing Classified Ad Posting Social Bookmarking Optimizing RSS feeds Using Widgets like YouTube Videos or Flickr Slideshows

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About Wildnet Technologies

Wildnet Technologies Pvt. Ltd. was founded in 2005 and since then we have gained consistent revenue growth every year. We are an ISO 9001:2000 certified, Google Adwords Qualified Professional company with an employee base of 300 people. We are quality-oriented people and believe in building long term business relationships. Wildnet Technologies is B2B and B2C SEO Google Adword and ISO Certified Company in India that providing outsourcing SEO and Web development Services for UK, USA, Canada and Australia with affordable budget and promise to 100% Guaranteed Web Promotion for your desirable geographical Area.

Our company is B2B and B2C Certified Company in India that providing outsourcing SEO and Web development Services for UK, USA, Canada and Australia with affordable budget and promise to 100% Guaranteed Web Promotion for your desirable geographical Area..

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Services at Wildnet Technologies

Ethical SEO Services SMO Services PPC Services Content Writing Services Link Building Services Variant Web designing Services Quality Web Development Services

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Ethical SEO Services

With just shy of 7 years combined experience in search engine optimization, Wildnet

Technologies are worth our weight in gold. We have some of the best SEO consultants within
the industry that have been head hunted due to their raw talent and natural ability to get websites on to the first page of the major search engines using ethical SEO techniques and also makes you free headed from unethical insecurity.

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SMO Services
Wildnet offers affordable SMO packages which will provide the best marketing tool as used in

todays scenario, check it out before choosing any other package Our packages makes you
determined not to do the

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Content Writing Services

Wildnet Technologies, an ISO certified company, brings you incomparable content for your website and marketing needs. Our professional writers will take on all your resume writing, website content writing, SEO article writing, blog writing and press release writing assignments and wow you with the results.

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PPC Services
Hire PPC Services according to you need and within your budget at wildnet Technologies Our packages provide you the free for the most effective and business increasing Campaigns just try it once.

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Thematic Link Building

Wildnet Technologies offer a Natural Link Popularity building services that is in compliance with search engine guideline. Building link popularity is the most difficult and time consuming process of search engine optimization but it is essential for keyword ranking. We are in link popularity business since 2005 and have 6 year expertise of links development and management services.

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Web Designing Services

Wildnet Technologies defines Quality is a word that a lot of people like to use when describing their web design services. But what is quality, how do you know if a design is quality or not. Well, I think that theres quite a few ways to spot quality within web designs. Once you can see just what goes into making a quality web design, you can use the techniques to perfect your own style.

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Quality Web Development Services

Our talented team of website designers, using the latest in website development technology, will provide you with incredible services at very competitive prices. Our Website Developers have successfully designed cost effective websites for individuals and businesses worldwide. From high end ecommerce website development, Joomla website design to the simplest logo design needs, we can help you realize your goal.

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Timeline
As an industry specialist for UK markets, Wildnet Technologies is an ISO Certified 9001:2008 Company and Google Adwords Certified Partner aims at bringing its clients, the best solutions that combine cutting edge technology and years of experience in the field. Our dedication to our client's success is what sets us apart from the others in our field. With over 1200 satisfied customers all over the globe, Wildnet Technologies continues to provide our clients with solutions that are relevant and result oriented. Our services

SEO Services PPC Services SMO Services Web Designing Web Development Internet Marketing Link Building Services E-Commerce Solution Online Reputation The entire gamut of services

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If you need to optimize your website for better business, you will find that we offer every kind of online marketing service that there is. Our team of in house experts can provide you with anything from optimization methods, to content management to website design and development. In short, if you are a start-up business, just come to us with your concept and we will do the rest; right from designing your website to making it effective. If you are an existing online business, we can provide you with specific solutions or we can revamp your site - the choice is yours.

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About the Founder & CEO

Mr. Nitin Agarwal is the Founder and CEO of Wildnet Technologies . Nitin Agarwal has been contributing to online industry since 14 years. His current role as CEO and Co-Founder at Wildnet Technologies Pvt. Ltd.got him and his venture a great success in Search Engine Optimization and other online marketing domains. Under his leadership Wildnet Technologies Pvt. Ltd. has recently been awarded as best SEO company in Delhi by Time Research. Its our honor that he has shared few insights on their companys Success and Search Engine Optimization.

Departments of the Company

Administration IT Finance Marketing HR

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Organization Vision
We use ethical methods to raise your websites search engine visibility within the shortest possible timeframes.Our employees are committed to going that extra mile for you. We work hard to ensure that your business Receives the best quality leads and conversions from prospects visiting your site.

Organization Culture
The Company Believes in an open system where one has ample opportunities to grow along with organization We believe in working as a group rather than an Individual towards the attainment of the goals

Wildnet Technologies -Achievements

Awarded as the best SEO Company in Delhi by Time Research Wildnet Technologies Pvt Ltd is an ISO and Google AdWords Certified Partner. Wildnet Technologies is ISO 9001:2008 certified. We are also Google Adwords qualified professionals. We aim to forge a long-term business relationship with you, serving your requirements and partnering you on a mutual growth path. A continuous effort towards success An attitude to remain grounded

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Strategies developed and executed during the ProjectTechnical

Wildnet Technologies is ISO 9001:2008 certified. We are also Google Adwords qualified professionals. We aim to forge a long-term business relationship with you serving your requirements and partnering you on a mutual growth path. We specialise in creating and emphasizing web presence of your business so it reaps maximum benefits in terms of rankings, reputation and return on investments. We do this by providing result oriented web promotion services such as search engine optimization( SEO), social media optimization (SMO), pay per click (PPC), link building, web designing, web development and mobile application development. In a nutshell, we specialise in following areas:

Outsourcing web promotion services at reasonable rates Providing complete web promotion services, from creating your website to increasing its rankings over all major search engines Allocation of dedicated resources to clients for various SEO services

Promotional

YouTube-channel-By Maintainig and posting comments

Social media marketing {Facebook,Twitter,Google+,Linkedin,Quora,Yahoo etc} App commercial Kaya clinic Recruiters interview.

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Instantly Connect your Brand with the Masses through Email Marketing In order to create profitable relationships with your clients, you need to create meaningful corporate relationships. Professional email marketing is one of the most effective means of establishing meaningful corporate relationships with your clients, prospects, employees and business partners. E-mail marketing is also one of the most cost effective means of increasing your brand popularity and connecting it with the masses. It takes your business message worldwide within shortest span of time to increase overall revenues of your business as well as to achieve your organizational goals. Key Features of our Email Marketing Campaigns: Select demographic of your choice for E-mail campaigns Sending your campaigns to your targeted clients and re-targeting your clients Tracking of email opens and click through rates Clients have full control to manage sales and inquiries of prospects Social media integration Automated E-mail campaigns and robust analytic & reporting Detailed delivery and bounce reports

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Indian Online Market-

ASIA INTERNET FACEBOOK STATISTICS Population ( 2011 Est.) 29,835,392

USE,

POPULATION

DATA

AND

ASIA

Internet Penetration Users Facebook Internet Users Users, (% % 31-Mar31-Dec-2011 Population)Asia 2012 (Year 2000) 1,000 100,000 500 1,256,470 5,501,609 98,728 513,100,000 4.2 % 3.5 % 13.9 % 38.4 % 0.1 % 257,440 0.5 % 2,520,680 0.0 % 65,660 50.5 % 11.9 % 447,460

Afganistan

Bangladesh 158,570,535 Bhutan China * 708,427

1,336,718,015 22,500,000

India

1,189,172,906 5,000,000

121,000,000

10.2 %

45,048,100

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Indonesia Japan Korea, South Malaysia Nepal Pakistan Sri Lanka TOTAL ASIA

245,613,043 126,475,664

2,000,000 47,080,000

55,000,000 101,228,736

22.4 % 80.0 %

5.4 % 43,523,740 10.0 % 7,684,120

48,754,657 28,728,607 29,391,883 187,342,721 21,283,913

19,040,000 3,700,000 50,000 133,900 121,500

40,329,660 17,723,000 2,031,245 29,128,970 2,503,194

82.7 % 61.7 % 6.9 % 15.5 % 11.8 %

4.0 % 6,376,160 1.7 % 12,365,780 0.2 % 1,396,800 2.9 % 6,412,960 0.2 % 1,235,080

3,879,740,877 114,304,000 1,016,799,076 26.2 %

100.0 195,034,380 %

NOTES: (1) The Asian Internet Statistics were updated for December 31, 2011, the Facebook subscriber data was updated for March 31, 2012. (2) CLICK on each country name to see detailed data for individual countries and regions.(3) The demographic (population) numbers are based on data contained in Census Bureau. (4) The usage numbers come from various sources, mainly from data published by Nielsen Online , ITU , and other

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Chapter-3 SWOT Analysis

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SWOT Analysis: Social Media

Strengths:
Large market reach or penetration and its Very useful if you are setting up a digital engagement strategy (to new people, young people).Social media builds a conversation and converse with others and build close networking bonds which share quick information exchange.It Lets you follow and connect with people/groups that interest you - but are not necessarily your friends(as with Facebook). Authors, celebrities, co-workers, colleges, organizations etc.The campaigns are generally Cost-effective in the sense most of the platforms are free. They just demand time,there is a Human factor: Yourbrand becomes more HUMAN.Media exposure can be another strength of this.While Twitter is in a strong market position in micro-messaging. Facebook is the only real competitor here - and they attract users for different reasons.It helps to Build strong, long term relationships through online social networking, at a faster pace than just relying on traditional face-to-face networking and Gets tons of publicity.The industry Has developers creating hundreds of applications around its API. It is totally RSS-enabled.

Weaknesses:
Tough to train or convince management team/group members on social media principles as A lot of Why Bother from most mainstream (i.e. Facebook users) people are there.The industry has low retention rate. Only 40%.Lacks tools or resources to track and monitor social media campaign results.There is concern about information leakage, liability, security, and management also. Effort vs results: Even if it is more measurable than other channels, it is difficult (especially for small business operations) to balance the effort put on social media against the results obtained

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Consistency: Engaging with your audience at a direct level means more efforts in terms of keeping a consistent message/ corporate image
Making up for mistakes: The time-frame to correct errors that affect your audience is less. Because you are heavily exposed, your company has to take action more promptly than if you werent (especially if people are having conversations about your brand, you will have to engage and clarify) Blocked at many work sites: management sees it drops productivity; hurts bottom line

Opportunities:
Creating/joining online presence on sites where the company currently doesnt exist, Great opportunity for individuals and organizations to connect and exchange information. It opens a New target or niche markets that are untapped: students, the public. Partnerships with other groups, organizations, schools, government, etc Penetration into a new geographical market quickly Recruitment of interested new members, students, public support and allows you to build short and long term relationships with prospects. It humanizes the brand and makes the recruitment process more personal. Can gain deep insights into real-time trends, news, and all of us; be the pulse of the internet as said by Founder Biz Stone Integration into real-time games, media, and apps. Weve barely scratched the surface so far on whats possible. Twitter as real time infrastructure.

It may become the dominant way for businesses to communicate with their customers as quick delivery, branding opportunities, and enhanced marketing opportunities are there.
Being present where stuff happens: People research for info/products/services online and value more the opinion of other individuals than whatever a company may say about their own offer. If your company is present in an interactive environment like social media, the opportunities for
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engagement, conversion and most importantly clarification of doubts regarding your brand, are countless.
Developing a following/ audience those auto-nurtures itself: Your efforts in Social media, together with the effort of your following may mean that your audience becomes your best sales people

Talent coming your way effortless: Because of the possibilities of exposure that Social Media allows for, interacting here may mean that future talent (in the shape of employees, partners or, you-name-it) will come your way through the power of connecting online!
Reach out to certain groups that traditional media didnt allow you to: Because Social media is for everyone, sooner or later youll come across people you never thought of as your client. This opens the doors to building new relationships but also to valuable feedback that can help you develop your products or services more intelligently

Threats:
Competitor is going after the same space or same audience with similar campaign and the question also arises whether the current campaign sustainable, can it continue? There can be threat of Attitudes on privacy: while lately it seems everyone is willing to share the most intimate as well as mundane details of their life - there could easily be a backlash against this trend. Weve all heard of a few embarrassing stories about over-sharing online, and a few high-profile examples might make people rethink their habits. Micro-messaging may just be a fad. Theres nothing inherently awesome about 140 characters. It got too much publicity in a short time. May get burned out and getting dangerously spammy/porn spammy.The market doesnt have solid revenue model (future advertisements?) Other social networking sites (MySpace, Tagged, Friend feed, identi.ca, others) may grow and steal market share and Acquisition by a bigger player (Google) may disappoint early adopters and loyal users.

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Chapter-4 Data Analysis

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Analysis of social networking sites: A study on effective communication strategy in developing brand communication
Internet is the emerging information technology with the credibility of immediacy and fastness, thus, it brings globalization in every aspects of communication. Communication through internet is more specified, with effective interactive strategy among its users. In recent days, internet advertising has taken new forms which have more advantages over the traditional mediums like print media, television and radio. Marketing communication is becoming precise, personal, interesting, interactive and social. Different strategies of communication are followed in various social networking sites like Face book, Twitter and Orkut. They not only create impact over the audience but also make them interact with the marketing statistics created. People get attached to brand communication in social networking sites than usual banner and pop up ads. These networking sites bring more interactive communication with advertising. Social networking sites will become the primary arena for highly targeted marketing and advertising. Therefore, it is necessary to study the effectiveness of brand communication strategy followed in social networking sites which are mainly accessed by Indian users. This research attempts to find the effectiveness of brand communication strategy in promoting and advertising their brand in social networking sites. The effectiveness is determined with the help of survey from people who use these sites, and the content of three social networking sites is analyzed.

INTRODUCTION
In its current form, internet is primarily a source of communication, information and entertainment, but increasingly, it also acts as a vehicle for commercial transactions. Since the explosion of the web as a business medium, one of its primary uses has been for marketing. Soon, the web could become a critical distribution channel for the majority of successful enterprises. One among them is marketing and spreading brand communication through Social networking sites (Thompson, 2002).

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Social networking websites are online communities of people who share interests and activities or who are interested in exploring the interests and activities of others. They typically provide a variety of ways for users to interact, through chat, messaging, email, video, voice chat, file-sharing, blogging and discussion groups. As
World Wide Web grew in popularity, social networking moved to webbased applications. In 2002, social networking era really started. In 2006, anyone with an email address could sign up in social networking sites (Zarrella, 2010). Now advertisers target more over to these media due to high rush in varsity of audiences. So they hire this as the ideal platform to communicate their brand and create an effective brand identity through highly effective and interactive communication strategy. Most of the advertisers present their ads in interactive form so that people tend more to check them and gain a little knowledge about the product. There are various forms of brand communication available in social networking sites. The effective way of brand communication present in these networking sites would be the main aim of the study.

Social media
Social media advertising is a paid form of brand, service or business promotion and requires a proper and planned communicative message and budget. Advertising is customer centric in nature. Customers play an important role in any major or minor communication because they are the one who are going to decide the fate of the advertising communication. Some benefits of social network advertising include: 1. Popularizing your brand, idea or service to the target group. 2. Informing target audience about your brand or services presence in the market. 3. Encouraging healthy competition in the market. 4. Providing social benefits for the brand.
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5. Making the audience to interact and keep them intact with the brand. Advertising in internet provides a major contribution to brand competition in the market. Advertising here not only provides information about a product or service but also promotes innovation. Besides it also facilitates consumer satisfaction. Big and small companies, individuals of all walks of life, major and minor events, concepts, etc., nowadays lay their base on social network advertising to get recognized in the market (Zarrella, 2010). With over 200 million active users, Face book, Twitter and Orkut have become a personal, product and corporate branding hub in India. Every brand that exists on social networking sites has the same core features and benefits, such as the ability to create a page, share resources, add multimedia and much more (Eric, 2008). The effective brand communication strategies are analyzed to find the impact among the users.

Social networking sites

A social networking site creates network communication among the user community. Though social networking site serves for communication purposes among special interest groups, the marketing strategy has also entered this medium for its reach. People get exposed to various kinds of brand communication through this media. They tend to interact with the brand and also get awareness about the brand and its service in an interesting way (Nicole, 2007). Hence, there is a need to study the effective way of communication in branding the product in social networking sites and analyze its reach among the people and their perceptions in this research. In recent trend of marketing in social networking sites, various brand communications are widely used to attract targeted leads. So, this study would help to know the effectiveness of communication and strategy done through social networking sites which make the target audience to participate in this kind of advertising. This is mainly studied on networking sites which are popular among Indian users were Face book, Twitter and Orkut. This study would help the advertisers to understand the effective communication strategy to communicate their brand among the users.

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Objectives of the study

1. To analyze the effective communication strategy through social networking sites. 2. To study the effectiveness of brand communication through social networking sites from its users and communicators. 3. To find the impact of interaction through these communication among Indian users (with reference to Face book, Twitter and Orkut).

LITERATURE REVIEW
Scott (2009) states the reasons for brand promoters preferring online web for marketing is that the tools, techniques and content are constantly evolving. The buyers reward creativity by responding to the online efforts like: If you are open to trying out new things, you can be first in your industry to use something new to communicate to your buyers. Marketing in some social networking websites are still the most popular in their niche. Shih (2009) says that there are hundreds of millions of active users across sites like Face book, Hi5, Orkut and MySpace. 2.6 billion min are spent on Face book each day. These websites are enabling brands to engage the right people in the right conversation at right time. Marketing the brands through social media is becoming precise, personal, interesting, interactive and social. Weber (2009) says promoting a community is just like as promoting a new brand product or service to the consumers. Social media is used to communicate people in the promotional aspect and inclined to involve the 236 J. Media Commun. Stud. people. Traditional advertising and direct marketing in social media is to send people to the digital community to be informed, entertained and heard. Users find appealing, a value high enough to encourage them to participate.

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Borges (2009) finds that today's buyers want to be engaged differently than in years past and many traditional marketing tactics simply do not work anymore. Social media marketing is a revolutionary way to build solid relationships with buyers. Low cost, brand building, staffing advantages, loyalty and level playing field are key benefits of social networking sites as a successful marketing media.
Zarrella (2010) says the roots of online social networking can be traced to the 1980s bulletin board systems (BBS). These systems allowed the users to create personal profiles, helps to share information by sending private messages, public messages and post events at low speed connectivity. After emanation of social networking technology in the internet world, it grew higher and popular among the internet user. Lacy and Hernandez (2009) says Twitter gives the ability to share nearly 140- characters thoughts in a split second, where user can easily share links to press releases and stories about their business, service or product. Making tweets interesting and diverse, there is a more possibility of increasing the followers, by consider with news sharing and stories about the industry that they serve. The rules of marketing had to change and the web has proved a catalyst in bringing the changes forward and amplifying their scale. The sudden emergence of the Web 2.0 marketing techniques demand additional approaches, while most marketers are still wrestling with the first generation, savvy brands are exploring the landscape that social media and social networks create for marketers. These techniques are allowing much deeper drivers in social change to be unleashed, with a profound impact on planning customer connections. The new generation of relationship marketing responds to the additional challenges of digital media literacy and in the right hands can trigger a rebuild of the entire marketing mix through different strategies. Relationship marketing for the Face book generation demands both thinking and acting differently (Chaffey 2003). Stroud (2007) says that the ability of social networking sites to generate these huge volumes of web traffic is proof of their huge popularity. Google,

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Yahoo and News International have bought themselves a presence in the social networking arena. The detailed rationale for these acquisitions differs but all have a common theme of wanting access to the enormous audiences. Ricadela (2007) says, Coca-Cola has been running promotions on MySpace for the past two years for brands

including Cherry Coke and Fanta and has promoted Diet Coke and other drinks on Google's YouTube.
Smith (2010) says that Face book is becoming one of the great internet communications of people time now days. Whereas many companies have tried to emulate Face books success or challenge it in one geography or another, Face book has proven that the core asset on which all of its services are built - the social graph - is much more defensible and powerful than many others once anticipated.

Visitors to social networking sites are significantly more likely than average to visit leisure-oriented retail site categories, such as music, jewelry/luxury goods/ accessories, consumer electronics and apparel. Heavy social networking visitors are defined as the top 20% of visitors based on time spent on social networking sites. People typically enjoy sharing their experiences with these products, whether it is to talk about their new iPhone or the pair of designer jeans they just bought. Social networking sites offer the venue for those conversations to occur. Social media advertising is ideal for promoting brand recognition, although click-through rates are not so strong. Still, there is no doubt that advertising via social media sites is an effective way to increase your overall revenue stream (Brinlee, 2007).

RESEARCH METHODOLOGY
To analyze and find the effectiveness of communication strategy in developing brand, communication through social networking sites was done with the survey method and content analysis in the research.

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Methods of data collection

The survey method helped to identify the reach of the brand among its target audience, ways of impact, usage of these social networking sites and access to these form of communication. And the content analysis is another method used to analyze the communication strategy of different social networking sites with certain parameters among top three Indian social networking sites which are tabulated with results.

Research design
This research study adopted survey and content analysis in order to find the effectiveness and the impact of communication in branding any product or the service among the target market through social networking sites like Face book, Twitter and Orkut.

Survey
Survey was conducted randomly among Face book, Twitter and Orkut user community, by sending questionnaire through online to collect the individual opinion from the respondents.

Sampling
Non probability sampling technique is used to collect the opinion
from the online respondents. The total population is social networking user community, but to collect the effective data the sampling is constrained to the target population like young adults, graduates within the age of 16 years to 30 years. The sampling size is 50.

Content analysis
In content analysis, the following three popular social networking sites were selected to find the effective brand communication among its users (Face book, Twitter and Orkut).

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Parameters and units of analysis

1. Target group: category of audience visiting these sites. 2. Types of advertisements: what are the types of brand communication followed by them? 3. Ads placement: how do these sites place their ad in their pages? 4. Communication strategy: kinds of brand promotion used by them. 5. Visual appealing factors: regarding the appearance of these sites. 6. User Interaction: kinds of participation with the brand.

7. Accessibility: how legibly they present themselves.

8. User interest: the forms of expectations from users in these sites. 9. Customization: the factors that the users could create by themselves.

RESULTS AND DISCUSSION

Usage of internet by the user
It has been found that 12% of audience use internet once a week, 19% of the respondents use 2 to 3 days a week. 30% of the respondents use 1 or 2 h a day and the remaining 39% of users are accessing internet more than 3 h a day. It is understood that the new media and its technology is an emerging trend in communication which attracts almost all the people, if they have knowledge of computers. So this digital media has more snatchers towards its communication and internet is becoming part of necessary communication among the students and professionals, etc (Table 1). Awareness of social networking sites From this result, it is observed that nearly 98% of the internet users are aware of social networking sites and only 2% of them are clueless. Although the concept of computer-based communities dates back to the early days of computer networks, only some years after the advent of the internet online social networks have met public and commercial in a successive manner. At
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the most basic level, an online social network is an internet community where individuals interact, often through profiles that represent their selves to others (Donath and Boyd, 2004). Social networks have grown rapidly, and some like face book, orkut, have achieved the mass market and penetrated in a few months since their inception, such applications have infringed their users in different strategy to interact with more people (Table 2). Number of profiles in social networking sites The study found that all the respondents that is, 100% of respondents have profiles on Face book. And also, 88% respondents of the same group have profiles on Orkut, 62% respondents have connected to twitter and 37% of users have account on other social networking sites. The users can create many accounts in different social networking site. Face book is useful for communication, self-promotion, to know about friends community and to find the missed out school and college mates. The peers use the Face book, Orkut and Twitter for the same reasons to share the information and communication. Due to this reasons, Face book, Orkut and Twitter were more popular among the internet users of youth population comparatively with other social networking sites (Table 3). Ads in different social networking sites From the earlier mentioned, it is found that 45% of the users find Face book as a well communicated social networking sites, which promotes more brands and advertisements, gives information about product and service which is useful for the young user community in an interactive way to learn more about the particular brands, 12% user suggests Twiiter, please follow one pattern all here small words has effective communication of advertisements. 28% of users find Orkut as the second option in communicating brand advertisements (Table 4). Exposure of different kinds of ads From the data, it is found that 32% of respondents have come across web banner ads in these social networking sites like Face book, Twitter and
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Orkut; whereas 8% cut across pop up ads and flash ads in various websites and 31% of users found video ads in YouTube and in other sites. Google, Yahoo and News International have bought themselves a presence in the social networking arena with different communication strategy to have innovative appearance in content and display (Stroud, 2007). The detailed rationale for these acquisitions differs, but all have a common theme of essential access to the enormous audiences of these sites (Table 5). Communication creates trust on ads

From the survey data, it is understood that 38% of user agreed and satisfied with ads appearing in social networking sites, whereas 11% of the user disagreed and unsatisfied with certain communication of information. Only 51% of the respondents found it neutral. The web has proved a catalyst in bringing the changes forward and amplifying their scale in creating trustworthiness (Table 6).
Accessibility of ads Only 8% of the total samples say that they have never accessed or shown interest to the ads displayed in social networking sites, while browsing internet for other communication purposes. And 36% of the respondents use to access often and were interested to listen to the advertisements of various brands, 35% user says they listen to the brand communication and also link to the brand sites to gather more information and 21% of the user access according to the way of communication it appears, because sometimes the brand promotion could be in the form of display ads, interactive feedback forms or as interactive games, accessing of advertisements information differs sometimes according to the format of brand communication . Today's customers want to be engaged differently than in years past and many traditional marketing tactics simply do not work anymore. Social media marketing is a revolutionary way to build solid relationships with customers long before first contact with fun, attractive messages and interactions Brand communication that attracts the users

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Games, quiz and updates of latest information are the kind of interactive communication messages that attracts 28% of users. 26% of users are attracted to fan pages and posts. 20% of users are pulled their interests towards flash ads, 14% of users listened to video ads and remaining 12% of users are interested to traditional banner ads. Most of the social networking websites are enabling brands to engage the right people in the right conversation at right time (Shih, 2009). Nowadays communication on branding in social networking sites is more personal, contentious, fascinating and influencing among the user community (Table 8).
Impact of communication According to the respondents, 67% of user agreed that the communication strategy used in brand communication creates impact on certain brands effectively and also which could helps them to recall the same often and interactively. 24% of users said that it partially creates impact and traffic of communication, which result to confusion in users mind. The remaining respondents almost 9%, says that it does not create much impact on ads but still effective for other communication purpose like sharing and chatting information (Table 9). Content analysis

The three social networking sites Face book, Twitter and

Orkut were chosen to analyze the units of parameters and the presentations of data are shown in Table 10. Results of the analysis As seen earlier, the various brand communication factors involve in these kinds of social media advertising and day by day competition among the brands increase. So, to survive brands, the communicators come up with more and more innovative, interactive and interesting kinds of brand communication messages which make the users to access them and develop closeness with the different brand communication strategy with attractive name and its service.

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1. The finding of the study states that the audiences respond more to interactive marketing than the traditional ads followed in internet advertising.
2. Almost everyone is communicated through social networking sites. 3. Nearly 70% of the audience has impact through ads in social networking sites and half of them access these ads e.g. games, quiz, events, etc. 4. Users remember the brand by the way they advertise. They respond to any new form of advertising which interest them. 5. Social networking sites will become the primary arena for highly targeted marketing and advertising. Social networking sites present an unmatched opportunity to build brand. 6. Users of Face book and Orkut are of same age group and category. In twitter, people do not show much interest because its just like a micro blogging site. 7. Interaction is more in the display banners adver-tisements in Face book and Orkut. All the networking 240 J. Media Commun. Stud. Table 10. Layout of content analysis with parameters. S/N Parameters for content analysis Facebook

Twitter
Orkut a. Target Group Nearly 54% lie in the age group 16 - 30. Graduates and students of all age
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16% stay updated with news, 22% for stay in touch with friends and to update status. Graduates > 16 yrs
53% < 25 years, 32% between 25 - 34 years. Graduates, students of all ages b. Types of Advertisements comm. Poll engagement ads, Video engagement ads, Banded gift engagement ads, Event and hybrid engagement ads, Fan pages

No advertisements but regular brand follow ups and updates.

Banner ads, Ad optimization using ad trackers c. Ad placements Generally placed right hand side corner and in wall posts NA (Not applicable) Right hand side top , above the profile page e.g.: Docomo d. Communication strategy Brand promotion, To sell, users to interact, brand identity, sharing, fan and follow ups. Managing online reputation. Regular feeds from brands and retain the brand identity with users Using ad tracker, particular groups are selected and ads are hosted, themes and fan pages are one among the form. e. User interaction Through fan pages, posts, events and games

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To retweet and reply. Share messages among brand followers Through fan pages and click ads f. Visual appealing factors

No themes, but visually appealing with cool colors like blue and white
Can customize the page and can ad own contents. Usually the designs are standard Themes available. Usually colorful g. Accessibility Clean and clear. Ads and content gets loaded fast. Friendly user interface Easy loading and no time out Same as facebook, but contents get loaded slower than other two. h.

User interest
Expect brand to be communicated thro games, fan pages and events Regular updates from following brands Usually banner ads and optimization ads. So no expectations h. Customization People can create their own ad and upload, sell products thro market place option NA (Not applicable)

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Can create own fan pages and send posts to users and can also create their own ads.
sites have their own space in their web pages for promoting ads. 8. Communication strategy and user interaction are unique among each site. Face book promote and allows user interaction, Twitter regularly feed posts regarding the brand and Orkut promote through click ads and promotional brand pages. 9. Face book follows a default backdrop and text whereas twitter and Orkut can be customized. 10. Accessibility is more in Face book than others. Twitter show importance only for text. 11. Users expect brand communication than brand marketing in these sites. 12. People can create their own ads in Orkut and Face book.

Conclusion
Communication about the product or service provides a major contribution to brand competition in the market. It not only provides information about a product or service but also promotes creative innovation. Besides advertising, it also facilitates consumer satisfaction. The hidden fact is that no brand can progress without effective communication strategy to attract their custo-mers or users. Big and small variety of brands nowadays laid their base on social network communication to get recognized in the target market. Social networking sites users of Face book, Twitter and Orkut have become a personal, product and corporate branding hub in India nowadays in digital era. Every brand that exists on social networking sites has the same core features and benefits, such as the ability to create a page, share resources, add multimedia and much more. Social networking sites are filled with potential users who are
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mainly young adults. They spend more time in these networking sites due to heavy commercial contents, entertainment and social gathering. So, product or service communicators throng their ads in these areas with more and more interactive and with fascinating factors so that their brand identity is developed among the right choice of focused audience. Advertisers and brands uses social networking sites as the major resource for their promotion and developing brand identity among the focused market.

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

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REFERENCES
Borges B (2009). Marketing 2.0. Wheat mark, pp. 45-63. Brinlee D (2007). Does Internet Advertising Work? http://www.askdeb.com/internet/advertising Chaffey D (2003). Internet Marketing, Strategy, Implementation and Practise. 2nd edition, Pearson Education Limited, pp. 115-186. Donath J, Boyd D (2004). Public displays of connection. BT Technol. J., pp. 71-82 Eric E (2008). 2008 Growth Puts Face book In Better Position to Make Money. http://venturebeat.com/2008/12/18/2008-growth-puts-facebook-inbetter-position-to-make-money. Lacy K, Hernandez M (2009). Twitter Marketing for Dummies. pp. 14-20 Nicole K (2007). Building a Brand through Social Networks, http:/ /mashable.com/ 2007/05/ 08/ brand-social-networks/

Ricadela A (2007). Fogeys Flock to Facebook, Business Week. http://www.businessweek.com/technology/content/aug2007/ tc2007085_051788.htm

Scott DM (2009). The New Rules of Marketing and PR. John Wiley & Sons Inc., pp. 135-150 Shih C (2009). The Facebook Era. Tapping online social networks to build better products, reach new audiences and selling more stuff. Prentice Hall Publication, pp. 85-128 Stroud D. (2007). Opinion piece: Falling in Love 2.0: Relationship marketing for the Face book generation. Social networking: An ageneutral commodity Social networking becomes a mature web application, pp. 105-165.

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Thompson SH (2002). Attitudes toward online shopping and the internet. National university of Singapore, 21(4).
Weber L (2009). Marketing to the Social Web. Second Edition. John Wiley and Sons, pp. 58-97. Zarrella D (2010). The Social media marketing. OReilly Media. 242 J. Media Commun. Stud.

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QUESTIONNAIRE Dear Sir/Madam Name: . Contact No: .. City: State: ..

I am a student of IILM Academy of Higher Learning, Greater Noida and presently doing a project on Analysis of Social Networking Site: A study on effective communication strategy in developing brand communication. I request you to kindly fill the questionnaire below and I assure you that the data generated will be kept confidential.

PART-A
1. Age

2. Educational Qualification

3. Marital Status

4. Occupation

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Survey Results
PART-B 4. How often do you use internet?

Once a week
1 or 2 hrs a day 2 to 3 days a week More than 3 hrs

5. Are you aware of social networking sites? Yes

No

6. How often do you log in those networking site? Daily 2 to 3 times a day Once a week More than 3 times a day

7. How many SNS profile do you have? Mention the number here and tick the options(Avg2-3) Orkut Face book Twitter Others

8. In which SNS do you find ads communicated well?

Facebook Orkut

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9. What kinds of ads have you come across in these sites?

Web banner Pop ups Flash ads Video ads Others

Kinds of Ads
Web banner Popups Flash ads Video ads Others

10. Do you agree ads appearing in SNS?

Strongly Agree Agree Neutral Disagree Strongly Disagree

Ads Appearance
Strongly Agree Agree Neurtal Disagree Strongly Disagree

11. Have you ever accessed these ads coming on your way? Often Sometimes Never Depending on ads

Ads access
Often Sometimes Never Depending on ads

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12. What kinds of Brand communication attract you in SNS? Interactive Flash ads

Banner ads
Games, quiz, updates Video ads

Attraction to Brand communication Interactive Flash Ads Banner ads Games,Quiz,etc Video Ads

13. Did these kinds of ads made an impact over you? Strongly Agree

Agree
Neutral Disagree Strongly Disagree

6 5 4 3 2 1 0
Interactive Flash ads Banner Ads Games,Quiz,etc Video ads Strongly agree Agree Neutral Disagree Strongly disagree

IILM Academy of Higher Learning

IILM Academy of Higher Learning