A DATA ANALYSIS REPORT ON SOCIAL MEDIA MARKETING IN INDIA

Submitted in partial fulfilment of the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

BY

DIGVIJAY KUMAR SINGH

REGISTRATION NO: 17SBCMD018

Under the guidance of

PROFESSOR: DR JAMES THOMAS

ADMINISTRATIVE MANAGEMENT COLLEGE

BANGALORE UNIVERSITY

(2017 - 2019)

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 DECLARATION

Me Digvijay Kumar Singh here by conform that “A Project work on Social Media
Marketing in India” is the upshot of the project carried out by me under the guidance of
Dr James Thomas (professor) in partial fulfilment for the award of master’s degree in
Business Administration by Bangalore University.

I also state that this work is an authentic occurrence of my hard work and till now it has
not submitted to any other Institute for the award of any other Degree or Diploma or
Certificate.

Place: Bangalore Name: Digvijay Kumar Singh

Date: Registration No: 17SBCMD018

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 GUIDE CERTIFICATE

The project title “Social Media Marketing In India” is the original work of the student
and is being submitted by Digvijay Kumar Singh, Registration No: 17SBCMD018 to
Bangalore University for the award of Degree of MASTER OF BUSINESS
ADMINISTRATION is a record of work carried out by him under my guidance.

Place: Bangalore Signature

Date: Dr James Thomas (Professor of M.B.A)

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 AKNOLEDGEMENT

Every work of research and motivation needs an effort of a number of people. It is my prime
duty to thank that entire person who directly or indirectly helps me in successfully carrying out
the project

The completion of this research has been possible due to inspiration and valuable suggestion
and proper guidance from my guide professor Dr JAMES THOMAS. From the very outset of
this endeavour, my respected guide has stood by me although.

I take this opportunity to thank, Principal, Administrative Management College, Bangalore, for
his encouragement, guidance and many valuable ideas imparted to me for my project.

I would also like to thank all my respected professors of MBA department of AMC College,
who have always been very kind and supportive to me.

My Heartful Thanks to my parents and friend for going out of their way to see that I
successfully implemented and complete my project. Their words of wisdom and patience were
much more than a blessing.

Place: Bangalore Name: Digvijay Kumar Singh

Date: Registration No: 17SBCMD018

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 ABSTRACT

Social media has gained importance and acceptance at a very past pace. It has become an
avenue to share one’s personal and professional life. The usage of social media as a marketing
tool is already implemented by many businesses. This reports analyzed how effectively social
media be used as a marketing tool. The comparison of social media versus traditional media
for marketing was studied and advantages and disadvantages of both are compiled. This report
also analyzed how small business start-ups can benefit from the ever growing social media
industry.

This report used journals, magazine articles, newspaper articles, business reviews, and online
survey and so on from the library of Administrative Management College. Further official
social media pages of various companies on Facebook, Twitter and LinkedIn were analyzed to
generate statistics.

Social media presence is definitely an advantage for all kinds of businesses. Social media
marketing has wider market appeal and is relatively cheaper than traditional advertisements.
With a huge number of audiences and high customizability of social media for required content,
social media marketing emerges as an exciting and effective tool for marketing.

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 TABLE OF CONTENTS

CH.NO TITLE PAGE.NO

1. INTRODUCTION 9
DIFFRENT METHOD OF SOCIAL NETWORKING MARKET 15-16
INDIAN MARKET 15-18

2. BACKGROUND 19-27

3. TRAINING METHOD 28

4. LEARNING AND OUTCOME 29

DATA ANALYSIS USING ANALITICAL TOOL 30
RESEARCH METHODOLOGY 30
RESEARCH TYPE 30
QUICK VIEW OF OVERALL LEARNING 30-38

5. DATA COLLECTION 39

6. DATA ANALYSIS AND INTREPRETATION 40-61

7. CONCLUSION AND RECOMANDATION 63-64

REFRENCE 65
BIBLOGRAPHY 66

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LIST IF BARGRAPH

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CHAPTER

#1 P a g e 8 | 69
 INTRODUCTION

Social media marketing is the use of social media platforms and websites to promote a product
or service. Although the terms e-marketing and digital marketing are still the dominant terms
in academia, social media marketing is becoming more popular both amongst practitioners and
researchers. Most social media platforms have their own built-in data analytics tools, which
enable companies to track the progress, success, and engagement of ad campaigns. Companies
address a range of stakeholders through social media marketing including current and potential
customers, current and potential employees, journalists, bloggers, and the general public. On a
strategic level, social media marketing includes the management of the implementation of a
marketing campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone". To use social media
effectively, firms should learn to allow customers and Internet users to post user-generated
content (e.g., online comments, product reviews, etc.), also known as "earned media" rather
than use marketer-prepared advertising copy. While social media marketing is often associated
with companies as of 2017, a range of not-for-profit organizations and government
organizations are engaging in social media marketing of their programs or services.

Going back to history, International Journal of Advanced Research Foundation reveals the
following in 2016.

Between 1971 and 1972, The ARPANET is used to arrange a sale between students at the
Stanford Artificial Intelligence Laboratory and the Massachusetts Institute of Technology, the
earliest example of electronics or digital commerce.

1979: Michael Aldrich demonstrates the first online shopping system.

1981: Thomson Holidays UK is first business-to-business online shopping system to be

installed.

1996: India MART B2B marketplace established in India.

2007: Flipkart was established in India. Every E-marketing or commercial enterprises uses
majorly digital means for their marketing purposes.

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In 2011, the digital marketing statistics revealed that advertising via the mobile phone and
tablets was 200% lower than that of the following years. During this year, the net worth was
$2 billion. The growth was in a geometric progression as it rose to $6 billion in 2012. The
competitive growth demands for more improvement in the career works and professionals are
being added to the field.

From 2013 to March 2015, the investment total increase was 1.5 billion dollars over the
preceding years. There has been an impressive growth up till this present moment.

The report by the International Journal of Advanced Research Foundation revealed that
summarized that India is getting to see the golden period of the Internet sector between 2013
to 2018 with incredible growth opportunities and secular growth adoption for E-Commerce,
Internet Advertising, Social Media, Search, Online Content, and Services relating digital
marketing.

Today, digital marketing industry in India is growing at its peak, and is still continuous. Many
factors are responsible for this growth. The use of communication tools has greatly changed in
the year past. No one ever thought to have a credible deal online. The below figure indicates
the digital marketing statistics.

The belief was that online information is virtual information full of lies. No one could listen to
any online advertisement not to talk of purchasing groceries, furniture or clothes. The story has
really changed. Everything from marketing to sales can be done online. This is due to the trust
that has been restored back to online communication in India. This has really helped the
marketing initiatives. The revolution is from the communication industries. Low cost of
handset is now available making it possible for India to have about 600 million internet users
which ultimately creates a fascinating business opportunity to sell to a growing population.

Moreover, the development in the digital marketing industry in India evident in the marketing
shift from anonymity to identity. Interaction on the Internet now looks more physical as
opposed to the anonymity of identity in the past. Also, marketing information’s is moving along
in the same line with entertainment. People of India needed an exciting spirit always. This
targets their interest into the marketing information.

Several factors have been found to contribute to the growth of digital marketing in India. Before
now, internet usage was only meant for the wealthy. There is now a great change in the lifestyle
of the middle class. The Very majority now have access to the internet in India. Internet and

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3G penetration revolutionized the marketing scenario for both consumers and the marketers. It
was discovered that changes in lifestyle and standard of living had increased the level of
consumption, quality and also the pattern of consumption. The quality of use in the urban
centres of India is on a high side. This is because majority doesn’t have time for shopping.
Apart from struggles to earn money, people want some other things to be done at their own
convenience.

The following survey from people indicates the size of Digital Marketing industry in India:

 34% of the companies already had an integrated digital marketing strategy in 2016

 72% marketers believe that traditional model of marketing is no longer sufficient and
this will make the company revenue to be increased by 30% by the end of 2017

In 2017, 80% businesses will increase their digital marketing budget which may surpass the IT
budget.

Digital marketing overview reveals that Social media has been playing a supporting role to
marketing. Over the years, it has been noticed that 92% of social media users are from the
mobile devices. This enables the size of digital marketing industries. According to the research
made by the Internet and Mobile Association of India (IAMAI, 2008), communication has
become a real mass communication tools having about 286 million accounts in 2008. The
Indian telecommunications market has tremendous growth opportunities and according to
IAMAI is projected to exceed 500 million by 2010. According to TRAI, the numbers of mobile
subscriber based in India grew to 980.81 million users in the second quarter of 2015.

Social media marketing tools

Besides research, various companies provide specialized platforms and tools for social media
marketing:

• Social media measurement

• Social network aggregation

• Social bookmarking

• Social analytics

• Automation

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 • Social media

• Blog marketing

• Validation

Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. To day 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 Facebook,
Instagram, YouTube, Twitter 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 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.

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5. Use social networking websites: - Social networking websites like Twitter, Facebook 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 user‘s 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 interaction can install
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 business‘s path to market. Each
participating customer becomes part of the marketing department, as other customers read their

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comments or reviews. The engagement process is then fundamental to successful social media
marketing.

Example- Narendra Modi 2014

The 2014 prime minister campaign had a huge presence on social networking sites. Narendra
Modi, a BJP candidate for India Prime Minister, used Twitter and Facebook to differentiate his
campaign. His social networking site profile pages were constantly being updated and
interacting with followers.

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 don‘t 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.

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.

General Social Networking Statistics

 Social networking is most popular online activity, with 22% of time online spent on
channels like Facebook, Twitter, Instagram and YouTube

 65% of the world‘s top companies have an active Twitter profile

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 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 you‘re 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

 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

 45% of Fortune 500 companies have a public-facing corporate blog

 80% of Fortune 500 companies have an active corporate Facebook account, 83% have
an active corporate Twitter account

 67% of customers are somewhat likely to purchase from a brand that they follow or like

INDIAN MARKET

 India‘s Internet economy is expected to reach USD 250 billion, by 2020, as the
country‘s 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 10 trillion rupees to the
overall economy in 2018, 4.1% of the country‘s GDP, & could triple in 4 years’ time.

 More than 420 million Internet users who form 86% of the total Internet audience,
visited social networking sites in June 2017
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  The total Indian social networking audience grew 45 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 5-7million a month, and at the current pace
it will surpass the US, which has about 245 million users, in less than two years.

 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 million and expected to touch $9 Billion
by 2016 and $70 Billion 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 (16.6 million) followed by Delhi/NCR
(12.15 million), Kolkata (6.27 million), Bangalore (6 million) and Chennai (5.58
million)

OBJECTIVES

1. To study how social media can be useful for small businesses and new business startups.

2. To analyse the effective communication strategy through social networking sites.

3. To study the effectiveness of brand communication through social networking sites

from its users and communicators.

4. To find the impact of interaction through these communication among Indian users
(with reference to Facebook, Twitter, link din, YouTube, Instagram).

SCOPE
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Influencer Marketing will continue to Grow -Influencers are those individuals who have a
lot of following on social media on account of specific skills or knowledge that they possess
and disseminate to people. According to Linqua, 86% of brands are currently using influencers
in some way or the other. The campaign garnered 133 million impressions. There was a 258%
increase in Rescue’s Instagram followers, and over 6,000 clicks on the coupon site.

Video will remain the Top Choice of Users -In 2017, the content shared by the users on social
media was mostly in video format. While users prefer video over text, due to sheer volumes of
videos they receive per day, they skip a video if they find first 5 seconds not interesting enough.

Greater Use of Augmented and Virtual Reality -AR on mobile devices is getting popular by
the day. AR is quick and highly interactive too. Snapchat has teamed up with bitmoji and its
new AR feature allows users to project any image into the real world, through the app’s camera.
Using a similar feature, a brand could project its product into the homes of its target audience
by using special filters. Spaces is likely to be released in 2018 and a number of brands would
already be working around this innovation to improve engagement with their target audience.

There will be More Chat Bots –Chat bots, the chatting robots if you like, have been making
quite a splash in internet marketing in recent years. While some still find the idea of chatting
with a virtual robot weird, the millennials have no such qualms and they think it gets their job
done faster. There are 100,000 active bots on Facebook Messenger. These bots gather info,
provide product guidance and even take orders.

Changing Popularity of Social Media Channels -The popularity ranking of social media
platforms has been changing every few years. That shouldn’t be a surprise provided how
dynamic Social Media as a platform is. Instagram “Stories” has also gained tremendous
popularity, ranking up 200 million users in 2017. This success story is likely to continue in
2018. More Automation and Artificial Intelligence Marketing automation tools such as Hoot
Suite, Quun, Buffer etc have continually been making it easier for marketing professionals to
manage their social media accounts.

These automation tools can integrate channels, create unique dashboards to show audience data
and useful metrics across different social media channels.

2017 saw emergence of a few higher-level automation tools such as Zapier, IFTTT etc; which
enable websites, apps and system to talk to each other and share data. For instance, if you create

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a “Zap”, it will duplicate new WordPress posts into your Facebook post. Apart from more users
taking to automation tools, higher-level automation tools would also find greater usage in 2018.

SIGNIFIENCE

Marketers place high value on social media: A significant 90% of marketers indicate that social
media is important for their business.

1. 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.

2. Facebook and Twitter are the most popular social media platforms for brands to be
present on, followed by YouTube and LinkedIn.

3. Almost all the brands have their own website; a considerable number of brands also
have a mobile website and a mobile app. There is a significant overlap among brands
that have apps with those that have a mobile-friendly website, which indicates that these
brands are looking at mobile as a separate engagement channel.

4. Despite the focus on social media, surprisingly, brands still considered website as the
most effective platform for customer engagement, followed by Facebook, mobile sites,
Twitter and mobile apps.

5. Brands are advertising on web, social and mobile, and driving traffic across channels
by cross-linking various platforms to attract users to their digital touch points.

6. Brands are also looking to create compelling content such as storytelling, contests and
“creating strong content capsules where brand and brand purposes are effectively
interspersed” to drive users to digital and social media channels.

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 BACKGROUND

Python is a popular programming language. it was created in 1991 by Guido van rossum. In
general it is a programming language that is often applied in scripting roles and python is also
called as interpreted language. It provides constructs that enable clear programming on both
small and large scales. It supports multiple programming paradigms, including object-oriented,
imperative, functional and procedural, and has a large and comprehensive standard library.
Python is a high-level, interpreted, interactive and object-oriented scripting language. Python
is designed to be highly readable. It uses English keywords frequently where as other languages
use punctuation, and it has fewer syntactical constructions than other languages. It provides
constructs that enable clear programming on both small and large scales. Python was developed
by Guido van Rossum in the late eighties and early nineties at the National Research Institute
for mathematics and computer science in the Netherlands. Python is derived from many other
languages, including ABC, Modula-3, C, C++, Algol-68, Small Talk, and UNIX shell and other
scripting languages. Python is copyrighted and python source code is available under the GNU
General Public License. Python is now maintained by a core development team at the institute,
although Guido van Rossum still holds a vital role in directing its progress. Python 2.0 was
released on 16 October 2000 with many additional features including a cycle-detecting garbage
collector and support for Unicode. Python 3.0 was released on 3 December 2008. Its major
features were back ported to Python 2.6.x and 2.7.x version series. Releases of Python 3 include
the 2to3 utility, which automates the translation of Python 2 code to Python 3.

Features of Python include the following:

 Easy to learn – Python has few keywords, simple structure, and a clearly defined syntax.
This allows the student to pick up the language quickly.

 Easy to read – Python code is more clearly defined and visible to the eyes.
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  Easy to maintain – Python’s source code is fairly easy to maintain.

 A broad standard library–Python’s bulk of the library is very portable and cross-
platform compatible on UNIX, Windows, and Macintosh.

 Interactive Mode – Python has support for an interactive mode which allows interactive
testing and debugging of snippets of code.

 Potable – Python can run on a wide variety of hardware platforms and has the same
interface on all platforms.

 Extendable – You can add low-level modules to the Python interpreter. These modules
enable programmers to add to or customize their tools to be more efficient.

 Databases – Python provides interface to all major commercial databases.

 GUI Programming – Python supports GUI applications that can be created and ported
to many system calls, libraries and windows systems, such as windows MFC,
Macintosh, and the X window system of Unix.

 Scalable – Python provides a better structure and support for large programs than shell
scripting.

 Integration – It can be easily integrated with C, C++, COM, ActiveX, CORBA and
Java.

Python distribution is available for wide variety of platforms. One has to download the binary
code applicable for the platform and install Python. If the binary code for the platform is not
available, C compiler is used to compile the source code manually. Compiling the source code
offers more flexibility in terms of choice of features that is required for installation. Python
does not use curly brackets to delimit blocks, and semicolons after statements are optional. It
has fewer syntactic exceptions and special cases than C and Pascal. Python variables do not
need explicit declaration to reserve memory space. The declaration happens automatically
when value is assigned to variables. Python has various standard data types that are used to
define the operations possible on them and the storage method for each of them. Python has
five standard data types, namely numbers, string, list, tuple, dictionary. Python supports
operators like arithmetic, comparison, assignment, logical, bitwise, membership, identity.
Loops used in Python programming language includes, while loop, for loop, nested loops.

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Python supports four different numerical types namely, int, long, float, complex. Rules to
define a function in Python are as follows:

 Function blocks begin with the keyword def followed by the function name and
parentheses (()).

 Any input parameters or arguments should be placed within these parentheses.

 The first statement of a function can be an optional statement – the documentation string
of the function or docstring.

 The code block within every function starts with a colon (:) and is indented.

 The statement return [expression] exits a function, optionally passing back an

expression to the caller. A return statement with no arguments is the same as return
None.

Tableau is a data visualization tool. Its powerful data discovery and exploration application
allows one to answer important questions in seconds. Tableau’s drag and drop interface can be
used to visualize any data, explore different views, and even combine multiple databases easily.
It does not require any complex scripting. Anyone who understands the business problems can
address it with a visualization of the relevant data. After analysis, sharing with others is as easy
as publishing to tableau server. Unique features of tableau include speed of analysis, self-
reliant, visual discovery, blend diverse data sets, architecture agnostic, real time collaboration.
SQL is a language used to operate databases. It includes database creation, deletion, fetching
rows, modifying rows, etc. SQL is an standard language, but there are many different versions
of the SQL language. All the RDMS like MySQL, MS Access, Oracle, Sybase, Informix,
Postgres and SQL Server use SQL as their standard database language.

TRAINING METHODS AND ACTIVITIES

Training is provided for a period of 44 hours, which included 20 hours of theory class, 14 hours
of practical class and 10 hours of own practice. The various methods used in training process,
includes classroom training, hands with practical classes, brain storming sessions and real time
case studies solving. The techniques used in training are python, tableau, SQL.

THE INTRODUCTION TO PYTHON

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Python is an interpreted, high-level, general purpose programming language. Python has a
design philosophy that emphasizes code readability, notably using significant whitespace. It
provides constructs that enable clear programming on both small and large scale. Python is
created by Guido van Rossum and was first released in 1991. Python features a dynamic type
system and automatic memory management. It supports multiple programming paradigms,
including object oriented, imperative, functional and procedural, and has a large and
comprehensive standard library. Python interpreters are available for many operating systems.
CPython, the reference implementation of Python, is open source software and has a
community based development model, as do nearly all of Python’s other implementations.
Python and CPython are managed by the non-profit Python Software Foundation. Python’s
design offers some support for functional programming in the Lisp tradition. It has filter(),
map(), and reduce() functions, list comprehensions, dictionaries, and sets, and generator
expressions. The standard library has two modules (itertools and functools) that implement
functional tools borrowed from Haskell and Standard ML. Python uses dynamic typing and a
combination of reference counting and a cycle-detecting garbage collector for memory
management. It also features dynamic name resolution, which binds method and variable
names during program execution.

DATA TYPES USED IN PYTHON

Every value in Python has a data type. Since everything is an object in Python programming,
data types are actually classes and variables are instance of these classes.

Python Numbers is a data type which includes integers, floating point numbers and complex
numbers. The type() function is used to know which class a variable or value belongs to and
the isinstance() function to check if an object belongs to a particular class.

Python list is a ordered sequence of items. It is one of the most used data type in Python and is
very flexible. All the items in a list do not need to be of the same type.

Python Tuple is an ordered sequence of items same as list. The only difference is that tuples
are immutable. Tuple once created cannot be modified.

Python string is sequence of Unicode characters. Single quotes or double quotes can used to
represent strings.

Python set is an unordered collection of unique items. Set is defined by values separated by
comma inside braces {}. Items in a set are not ordered.
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Python dictionary is an unordered collection of key-value pairs. It is generally used when there
is huge amount of data. Dictionaries are optimized for retrieving data. Key must be known to
retrieve the value.

Conversion between data types can be done by using different type conversion functions like
int(), float(), str() etc.

APPLICATIONS OF PYTHON

GUI-Based Desktop Applications: Python has simple syntax, modular architecture, rich text
processing tools and the ability to work on multiple operating systems which make it a desirable
choice for developing desktop-based applications.

Web Frameworks and Web Applications: Python has been used to create a variety of frame
works, these frameworks provide standard libraries and modules which simplify tasks related
to content management, interaction with database and interfacing with different internet
protocols, apparel and banking and so on.

Enterprise and Business Application: With features that include special libraries, extensibility,
scalability and easily readable syntax, Python is a suitable coding language for customizing
larger applications.

Operating Systems: Python is often an integral part of Linux distributions. Gentoo Linux makes
use of Python for Portage, its package management system .

Language Development: Python’s design and module architecture has influenced development
of numerous languages. Boo language uses an object model, syntax and indentation, similar to
python. Further, syntax of languages like Apple’s Swift, CoffeeScript, Cobra, and OCaml all
share similarity with Python.

Prototyping: Besides being quick and easy to learn, Python also has the open source advantage
of being free with the support of a large community. This makes it the preferred choice for
prototype development. Further, the agility, extensibility and scalability and ease of refactoring
code associated with Python allow faster development from initial prototype.

SCHEMA

P a g e 23 | 69
Schema is a library for validating python data structures such as those obtained from config-
files, forms, external services or command-line parsing converted from JSON/YAML ( or
something else ) to python data types. If data is valid schema validate will return the validated
data optionally converted with use calls, see below. If data is invalid schema will raise as
schema error exception, if you just want to check that data is valid schema is-valid(data) will
return true or false. Alternatively you can just drop schema.py file into your project it is self-
contained. Schema is tested with python 2.6,2.7,3.2,3.3,3.4,3.5 and pypy and also fallows
semantic versioning. If schema( . . . ) encounters a type such as int, str, object etc will check if
the corresponding piece of data is an instance of that type, otherwise it will raise schema error.

PANDAS

In computer programming, pandas is a software library written for the Python programming
language for data manipulation and analysis. In particular, it offers data structures and
operations for manipulating numerical tables and time series. It is free software released under
the three-clause BSD license. The name is derived from the term "panel data", an econometrics
term for data sets that include observations over multiple time periods for the same individuals.

Library features

 Data frame object for data manipulation with integrated indexing.

 Tools for reading and writing data between in-memory data structures and different file
formats.

 Data alignment and integrated handling of missing data. Reshaping and pivoting of data
sets.

 Label-based slicing, fancy indexing, and sub setting of large data sets. Data structure
column insertion and deletion.

 Group by engine allowing split-apply-combine operations on data sets.

 Data set merging and joining.

 Hierarchical axis indexing to work with high-dimensional data in a lower-dimensional

data structure.

 Time series-functionality: Date range generation and frequency conversion, moving

window statistics, moving window linear regressions, date shifting and lagging.
P a g e 24 | 69
  Provides data filtration.

NUMPY

Numpy is a general-purpose array-processing package. It provides a high-performance

multidimensional array object, and tools for working with these arrays. Numpy is a library for
the python programming language, adding support for large, multi-dimensional arrays and
matrices, along with a large collection of high-level mathematical functions to operate on these
arrays. The ancestor of Numpy, Numeric, was originally created by Jim Higuaín with
contributions from several other developers. In 2005, Travis Oliphant created Numpy by
incorporating features of the competing Numarray into Numeric, with extensive modifications.
Numpy is open-source software and has many contributors.

PYTHON FUNCTIONS

Python function is a block of reusable code that is used to perform a specific action. The
advantages of using the function are reducing duplication of code, decomposing complex
problems into simpler pieces, improving clarity of the code, reuse of code, and information
hiding. Functions in Python are first-class citizens. It means that functions have equal status
with other objects in Python. Functions can be assigned to variables, stored in collections, or
passed as arguments. This brings additional flexibility to the language. There are three basic
types of functions namely, built-in functions and user defined functions. The built-in functions
are part of the python language, for example help() to ask for help, min() to get minimum value,
print() to print an object to the terminal. The user defined functions are functions created with
the def keyword. Anonymous functions, which are also called as lambda functions because
they are not declared with the standard def keywords. A function is created with the def
keyword. The statements in the block of the function must be indented. The def keyword is
followed by the function name with round brackets and a colon. The indented statements form
a body of the function. The function is later executed when needed. When a function is called,
the statement inside the function body are executed. They are not executed until the function
is called. To call a function specify the function name with the round brackets.

DATA AND DATABASE OBJECTS

Data refers to information that has been translated into a form that is efficient for movement or
processing. Relative to today’s computers and transmission media, data is information
converted into binary, digital form. It is acceptable for data to be used as singular subject or a

P a g e 25 | 69
plural subject. Raw data is a term used to describe data in its most basic digital format. A
database object is any defined object in a database that is used to store or reference data. These
objects are logical units within the database that are used to store information and are referred
to as the back-end database. It can be used to manipulate or hold data. Anything from a saved
search to a table could be a database object. Tables are a example of database object. The four
main database objects are tables, queries, forms and reports. Each table contains information
about one subject, such as class enrollment. One table might store student names and addresses
while another stores test scores. In a relational database it is better and more efficient to link
stored information in more than one table. A query is a question. There are a number of kinds
of queries, such as simple ones that ask for names, or zip codes. One can request data from
several different sources for unique problems. In forms one can enter data into database, display
this data for review, and print it out. A report is a printout of specific information one request.

GROUP FUNCTIONS

Group functions are built in functions that operate on groups of rows and return one value for
the entire group. These functions are COUNT, MAX, MIN, AVG, and SUM, DISTINCT.

COUNT : This function returns the number of rows in the table that satisfies the condition
specified in the WHERE condition. If the WHERE condition is not specified, then the query
returns the total number of rows in the table.

DISTINCT: This function is used to select the distinct rows.

MAX: This function is used to get the maximum value from a column.

MIN: This function is used to get the minimum value from a column.

AVG: This function is used to get the average value of a numeric column.

SUM: This function is used to get the sum of a numeric column.

DATA MANIPULATION LANGUAGE

Data manipulation language is a family of computer languages including commands permitting

users to manipulate data in a database. This manipulation involves inserting data into database
tables, deleting data from existing tables and modifying data. DML is mostly incorporated in
SQL databases. DML is a sublanguage of SQL comprising some of the operators in the
language. Read only selecting of data is sometimes distinguished as being a part of a separate
data query language, but it is closely related and sometimes also considered a component of a
P a g e 26 | 69
DML, some operators may perform both selecting and writing. Other forms of DML are those
used by IMS, CODASYL databases, IDMS and others. Data manipulation language resembles
simple English language and enhances efficient user interaction with the system. The functional
capabilities of DML is organized in manipulation commands like:

SELECT: This command is used to retrieve rows from a table. The syntax is SELECT [column
name(s)] from [table name] where [conditions]. SELECT is the most widely used DML
command in SQL.

UPDATE: This command modifies data of one or more records. An update command syntax
is UPDATE [table name] SET [column name = value] where [condition].

INSERT: This command adds one or more records to a database table. The insert command
syntax is INSERT INTO [table name] [column(s)] VALUES [value(s)].

DELETE: This command removes one or more records from a table according to specified
conditions. Delete command syntax is DELETE FROM [table name] where [conditions].

DATABASE MODELS

Data models are the collection of concept to describe the structure of database. Types of
database models are:

Hierarchical database model: This is the oldest form of database. This data model organizes
the data in the tree structure i.e each child node can have only one parent node and at the top
of the structure, there is a single parenthesis node. Data access is quite predictable in structure
and retrieval and updates can be highly optimized by a DBMS.

Network Database Model: The network database model was developed as an alternative to
the hierarchical database. This model expands on the hierarchical model providing multiple
paths among segments i.e more than one parent-child relationship. This model allows one-to-
one,one-to-many and many-to-many relationships.

Relational database: A relational database represents all data in the database as simple two-
dimensional tables called relations. Each row of a relational table, called tuple, represents a
data entity with columns of the table representing attributes. The allowable values for these
attributes are called the domain.

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Object-oriented Database model: In this database model, the users can define own data
access methods, the representation of data and the method of manipulating it. An object-
oriented database stores and maintains objects.

TRANING METHODOLOGY

Training is provided for 44 hours which included 20 hour of theory class,14 hour
of practical class and 10 hour of own practice.

Training method used for skill development training of Python and Tableau are
as below

1. Class room training: in this part 14 hours class room training conducted
were different experts of various techniques came and explained the way of
using those techniques.

2. Hands on with practical classes: with practical sessions hands on practiced

received for using various data base and extraction techniques are learned.

3. Brain storming sessions: many brains on one task gives best solution with
clear understanding of all aspects of the issue.

4. Real time case studies are also included in the training method to provide
simulation for the real incidents in business scenario.

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 LEARNING OUTCOMES

Learning outcomes for the training of skill development received through Training Methods in
Section C are very important and helpful for collecting data and tabulation. It also helpful for
graphical representation of data with Tableau.

During Training Data science, and big data concepts are well introduced. Various source of
data, different type of data and importance of data in making business decisions techniques are
also important learning from the training. During training better understanding of different
operating system and various programming languages are also developed.

Most important learning outcomes of the training program is highly powerful computer
programming language Python, with Jupiter notebook and pandas. With Python learning more
skills like declaring and using numeric data types, using string data type and string operations,
defining list and list slicing and use of Tuple data type are also learned in the process.

With the training various data base systems mainly to RDBMS AND SQL as they are the
important sources mining and extracting the different data set in various forms are learned.
Learning outcomes also includes introduction to different terminologies and difference
between data base, data mining, big data and data analytics and data visualization it also
includes details about use Python for data analytics, and Tableau for data visualization and
excel for data storage.

Major learning outcome can be listed as:

1. Learning to extract the data from different sources by using SQL and RDBMS.

2. Put the data into excel extracted from SQL.

3. Analyze the data by using Python with numpy.

4. Visualize data from Tableau and report it through Tableau.

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So learning outcomes of the training can be summarized as skills of independently using all
above mentioned platform and complete mini project by implementing the skills sets acquired
through and completing the assignments and task given as a part of assessment.

DATA ANALYSIS USING ANALYTICAL TOOL

Research Methodology

Methodology is the systematic, theoretical analysis of the methods applied to a field of study.
It comprises the theoretical analysis of the body of methods and principles associated with a
branch of knowledge. Typically, it encompasses concepts such as paradigm, theoretical model,
phases and quantitative or qualitative techniques.

A methodology does not set out to provide solutions it is therefore, not the same as a method
instead a methodology offers the theoretical underpinning for understanding which method, set
of methods, or best practices can be applied to a specific case, for example: to calculate a
specific result.

RESEARCH TYPE

Descriptive Method

Descriptive research is used to describe characteristics of a population or phenomenon being

studied. It does not answer questions about how/when/why the characteristics occurred. The
characteristics used to describe the situation or population are usually some kind of categorical
scheme also known as descriptive categories. Descriptive research generally precedes
explanatory research.

The description is used for frequencies, averages and other statistical calculations often the best
approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative
research often as the aim of description and researches may follow up with examinations of
why the observations exist and what the implications of the findings are.

Quick view of overall learning

 Have an intermediate skill level of Python programming.

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  Use the Jupyter Notebook Environment.

 Use the numpy library to create and manipulate arrays.

 Use the pandas module with Python to create and structure data.

 Learn how to work with various data formats within python, including: JSON, HTML,
and MS Excel Worksheets.

 Have a portfolio of various data analysis projects.

 Introduction to nsql and mining of data

 Introduction to tableau and visualization.

Learning outcome in detail with syllabus

Stage - 1

Students are introduced to Data science, And big data concepts. And various sources of data,
different types of data and importance of data in making business decisions.

Fair understanding of different operating system and various programming languages

Students are introduced to highly powerful computer programming language Python, with
Jupiter notebook and pandas.

Stage two

Students are introduced to various data types and numeric and mathematical operations

Declaring and using Numeric data types: int, float, complex

Using string data type and string operations

Defining list and list slicing

Use of Tuple data type

Stage three

Students are introduced to practical classes with application of python with following concepts
with hands on .where students can write conditional statements. And students completed the
assignments of using different loops in statements like for loop, while loop in python.

Conditional blocks using if, else and elf

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Simple for loops in python

For loop using ranges, string, list and dictionaries Use of while loops in python

Loop manipulation using pass, continue, break and else Programming using Python conditional
and loops block

Stage four

Students learnt using dictionary, string, list and build functions

Manipulation of data, dictionary, string and connecting different conditional statement and
loops.

Python String, List and Dictionary Manipulations

Building blocks of python programs

Understanding string in build methods

List manipulation using in build methods

Dictionary manipulation

Programming using string, list and dictionary in build functions

Stage five

Students are introduced to various data base systems and mainly to RDBMS AND SQL as they
are the important sources mining and extracting the different data set in various forms and
connecting SQL with Python. And students could program with SQL the basics one to extract
the data in various forms using sql. Students can got introduced to different terminologies and
difference between data base, data mining, big data and data analytics and data visualization.
And students underwent the detail session why use python for data analytics, and tableau for
data visualization and excel for data storage

Python Database Interaction

SQL Database connection using python

Creating and searching tables

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Reading and storing config information on database

Programming using database connections

Overview of why python, tableau and excel.

Stage 6

Applying python using numpy to analyse the data with codes, and conditional statements and
loops.

 Overview of Program structure and Sample Programs

 Python programs for insert, update and delete from Database

 Data Storing, retrieval using Python

 Retrieve data to Excel using Python Program (Overview of WebAPP)

 Applying Python for Data visualization – NumPy

Stage 7

Students underwent a detailed class and training on tableau for 14 hours, which is a powerful
tool for data visualization and reporting.

Data Analysis and Visualization Using Tubule -

i. Introduction and Overview – Data Types, Data Sources and Design Flow

ii.Tableau Data Sources, Work sheets and Calculations

iii.Tableau Charts, Sorts and Filters

iv.Overview of Dashboard, Formatting, Forecasting & Trend Lines

v. Project assistance and guidance

Data Analysis & Visualization Using Advanced Excel

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 I. Format Charts, Chart Design,

ii.Fundamentals of Data Analysis – Instant Data Analysis, Sorting & Slicers

iii.Data Model, External Data Connection & Pivot Table Tools

iv.Project assistance and guidance

vi. Conclusion and Future Directions

The Overview of Tableau

 Artificial Intelligence

 Business Intelligence

 Data Visualization

 Tableau

What is Tableau ?

 Most popular tool, fastest evolving and used for Data Visualization & Business
Intelligence.

 Used to create reports, graphs, dashboards and maps etc. using simple interactions
(just by dragging and dropping)

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 Performs end to end analytics for a wide range of data.

Features and Advantages of Tableau

 Speed and Accuracy

 See and understand the data better

 Suits for all kinds of need and organization

 Leverage the power of database

 Easy publishing and sharing

 Beautiful and interactive dashboards

 User friendly

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PARTNERS
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 DATA COLLECTION

This report used journals, magazine articles, newspaper articles, business reviews and The
online 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 analyse the communication strategy
of different social networking sites with certain parameters among top Indian
social networking sites which are tabulated with results

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SURVEY ON SOCIAL MEDIA MARKETING

This report presents selected results from the Social Media Management Survey from public
the survey collected perception towards the social media marketing from a representative
sample of public locates from various location. Survey methods included online questionnaire
to collect people perception towards the social media marketing. All data collection activities
conformed to standard procedures for conducting online marketing surveys.

SURVEY OBJECTIVE

Social media marketing survey objective was to provide consumer behaviour data . The
resulting databases will be used to update and expand the marketing activities on social media.
In order to achieve the desired results, the social media marketing survey had the following
goals:

 Capture random public data through live survey

 Collect perception of all persons towards marketing through social media.
 Collect data on which social networking site is more suitable for marketing
(Fig No: 1.1) RESPONDERS BY LOCATION

Its show the responder on map from India

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RESPONSES

1. Do you think social media is the most sought after method adopted by entrepreneurs’
young and old in the field of marketing, advertising, brand building, promotions?

Options Number of Response Percentage

Yes 98 92%
No 9 8%

8%

92%

Yes No

INTERPRETATION (Fig No: 1.2 & 1.3)

Social media has taken over the world in every sense. In the field of marketing, advertising,
brand building, promotions social media is the most sought after method adopted by
entrepreneurs’ young and old. 90% people agree with it but 10% of them still believe in the
traditional way of marketing.

2. Which is the most effective solution for brand promotion?

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 Options Number of Response Percentage
Print Media 9 8%
Social Media 98 92%

8%

92%

Print Media Social Media

(Fig No:1.4)

(Fig No:1.5)

INTERPRETATION

92% of the people agree with Social Media, while rest is still thinking print media has its own
significances.

P a g e 42 | 69
3. Do you think social media marketing will help the firms to find their
potential customers?

Options Number of Response Percentage

Yes 90 84%
No 5 5%
May Be 12 11%

11%
5%

84%

Yes No May Be

(Fig No -1.6) (Fig No -1.7)

INTERPRETATION

Promotions and brand building must be done with people whom we think are potential
customers for our business. This can be achieved by channelizing a greater part of promotion
and advertising budget for activities such as networking, volunteering, hosting events and
soon. Out of these methods, networking is the best that suits the need of the time (Marie
Swift,2006). With the technological advancements in today’s world, it is fairly easy to be
connected with the outside world with the help of social networking sites. most of the people
agree with it.

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4. Which social networking site are you most familiar with?

Options Number of Response Percentage

Facebook 10 9%
Instagram 4 4%
Linkdin 3 3%
Twitter 5 4%
YouTube 4 4%
Most of Above 81 76%

9%
4%
3%
4%
4%

76%

Facebook Instagram Linkdin Twitter YouTube Most of Above

(Fig No:1.8)^ (Fig No:1.9)

P a g e 44 | 69
INTERPRETATION: In today’s world there are many social networking sites which are
helpful for the mass marketing. The objective of this question was to find the website which is
the most popular one. Most of the people are familiar with Facebook, LinkedIn then YouTube.
Many of them are familiar with most of the social networking sites.

5. Do you think the relative cost is much lesser as compared with traditional
Advertising?

Options Number of Response Percentage

Yes 81 76%
No 9 8%
Depends 17 16%

16%

8%

76%

Yes No Depends

INTERPRETATION :More than 75% people think relative cost is much lesser as compared
with traditional advertising while more less than 9% think it is not. The studies say that the
relative cost islesser as compared the social media marketing with traditional advertising.
P a g e 45 | 69
6. Is social media helpful for B2B firms in generating new sales/clients?

Options Number of Response Percentage

Yes 83 78%
No 10 9%
It depends how reputed the firm is 14 13%

13%

9%

78%

Yes No It depends how reputed the firm is

(Fig No:1.12)

(Fig No:1.13)

INTERPRETATION :Social media helpful for both B2B and B2C firms in generating new
sales/clients. 78% of the people agree with it. While others think in B2B everything is taken
place in a formal way so it’s not possible to generate new sales through the social media.

P a g e 46 | 69
7. “Social media can be effectively used for various B2C clients to increase sales.”

Do you agree?

Options Number of Response Percentage

yes 81 76%
No 9 8%
Partally 17 16%

16%

8%

76%

yes No Partally

(Fig No : 1.14)^ (Fig No: 1.15)

INTERPRETATION: 76% of the people agree with this because most of the people are
familiar with social networking sites and they frequently visit these sites.

P a g e 47 | 69
8. Which one do you think is the most effective social networking site for
online marketing?

Options Number of Response Percentage

Facebook 91 85%
Instagram 6 6%
Twitter 2 2%
YouTube 8 7%

2% 7%
6%

85%

Facebook Instagram Twitter YouTube

(FigNo:1.16)

(FigNo:1.17)

INTERPRETATION: It shows that most of the people are familiar with Facebook in
comparison with other sites like Twitter, Instagram and YouTube. Cab providers like Ola and
Uber are more active on Facebook than others. So it depends on different industries.

P a g e 48 | 69
9. Do you follow your favourite brands on social networking sites like
Facebook, twitter and LinkedIn?

Options Number of Response Percentage

Yes 95 89%
No 12 11%

11%

89%

Yes No

(Fig No:1.18)

(Fig No: 1.19)

INTERPRETATION: Most of the people do follow their favourite brands on Social Media to
know about their offerings and all.

P a g e 49 | 69
10. If yes, why do you follow them?

Options Number of Response Percentage

Just because you like that brands 18 17%
You are very keen to know about their new 77 72%
offerings
To know how good they are in marketing 12 11%

11% 17%

72%

Just because you like that brands You are very keen to know about their new offerings
To know how good they are in marketing

(Fig No: 1.20)^

< (Fig No: 1.21)

INTERPRETATION: 17% of people follow their favourite brands just because you like
those brands. 72% are very excited to know about their new offerings while 11% follow to
know how well they are in marketing.

P a g e 50 | 69
Spread Sheet (EXCEL SHEET)

Q- Q-2 Q-3 Q-4 Q-5 Q-6 Q-7 Q-8 Q-9 Q-10

1 1
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
2 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
3 a of that brand
Ye Print Yes Faceboo yes Yes Yes Faceboo Ye You’re very
s Medi k k s keen to know
a about offring
4 of that brand
Ye Socia Yes Most of No Its Partiall Faceboo Ye
s l Above depend y k s
Medi s how
a repute Just because
d firm you like those
5 is brands
Ye Socia Yes Most of yes Yes Yes YouTube Ye You’re very
s l Above s keen to know
Medi about offring
6 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
7 a of that brand
Ye Socia Yes Faceboo yes Yes Yes Faceboo Ye You’re very
s l k k s keen to know
Medi about offring
8 a of that brand

P a g e 51 | 69
 Ye Socia Ma Most of yes Yes Yes Faceboo Ye You’re very
s l y Above k s keen to know
Medi be about offring
9 a of that brand
Ye Socia Yes Most of yes No no Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
10 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye
s l Above k s Just because
Medi you like those
11 a brands
Ye Socia Ma Most of No Yes Yes YouTube Ye You’re very
s l y Above s keen to know
Medi be about offring
12 a of that brand
Ye Socia Yes Faceboo yes Yes Yes Faceboo Ye
s l k k s Just because
Medi you like those
13 a brands
Ye Socia Yes Most of yes Its Partiall YouTube Ye
s l Above depend y s
Medi s how
a repute Just because
d firm you like those
14 is brands
Ye Socia Ma Most of yes Yes Yes Faceboo Ye You’re very
s l y Above k s keen to know
Medi be about offring
15 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
16 a of that brand

P a g e 52 | 69
 Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
17 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
18 a of that brand
Ye Socia Yes linkdin Depen Yes no Faceboo Ye
s l ds k s Just because
Medi you like those
19 a brands
Ye Socia Yes Most of yes No Yes YouTube Ye You’re very
s l Above s keen to know
Medi about offring
20 a of that brand
No Socia No Most of yes Yes Yes Faceboo Ye You’re very
l Above k s keen to know
Medi about offring
21 a of that brand
Ye Socia Yes Most of No No Yes Faceboo Ye
s l Above k s Just because
Medi you like those
22 a brands
Ye Socia Yes Most of yes Yes Partiall Faceboo Ye You’re very
s l Above y k s keen to know
Medi about offring
23 a of that brand
Ye Socia No Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
34 a of that brand

P a g e 53 | 69
 Ye Socia Yes Most of Depen Its Yes Faceboo Ye
s l Above ds depend k s
Medi s how You’re very
a repute keen to know
d firm about offring
25 is of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
26 a of that brand
No Print Yes Most of yes Yes Yes Faceboo Ye Just because
Medi Above k s you like those
27 a brands
Ye Socia Yes Most of yes Yes Partiall Faceboo Ye You’re very
s l Above y k s keen to know
Medi about offring
28 a of that brand
Ye Socia Yes Most of yes Yes Yes YouTube Ye You’re very
s l Above s keen to know
Medi about offring
29 a of that brand
Ye Socia Yes Most of No Its Yes Faceboo Ye
s l Above depend k s
Medi s how You’re very
a repute keen to know
d firm about offring
30 is of that brand
Ye Socia Yes Most of yes Yes no Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
31 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
32 s l Above k s keen to know

P a g e 54 | 69
 Medi about offring
a of that brand
Ye Socia Yes Most of No Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
35 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye
s l Above k s Just because
Medi you like those
36 a brands
Ye Socia Yes Most of yes Yes Partiall YouTube Ye You’re very
s l Above y s keen to know
Medi about offring
37 a of that brand
Ye Socia Yes Most of Depen Its Yes Faceboo Ye
s l Above ds depend k s
Medi s how You’re very
a repute keen to know
d firm about offring
38 is of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
39 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo No
s l Above k
Medi
40 a
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
41 a of that brand
Ye Socia Yes Most of No Yes Yes Faceboo Ye You’re very
42 s l Above k s keen to know

P a g e 55 | 69
 Medi about offring
a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
43 a of that brand
Ye Socia Yes Most of yes No no Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
44 a of that brand
No Print Yes Most of Depen Yes Yes Faceboo Ye You’re very
Medi Above ds k s keen to know
a about offring
45 of that brand
Ye Socia Yes Faceboo yes Yes Yes Faceboo Ye
s l k k s Just because
Medi you like those
46 a brands
Ye Socia Yes YouTube yes Its Partiall YouTube Ye
s l depend y s
Medi s how You’re very
a repute keen to know
d firm about offring
47 is of that brand
Ye Socia Yes Most of Depen Yes Partiall Faceboo No
s l Above ds y k
Medi
48 a
Ye Socia Yes YouTube yes Yes Yes Faceboo Ye You’re very
s l k s keen to know
Medi about offring
49 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo No
50 s l Above k

P a g e 56 | 69
 Medi
a
Ye Print Yes Most of yes No no Instagra Ye Just because
s Medi Above m s you like those
51 a brands
Ye Socia Ma Instagra yes Yes Yes Instagra No
s l y m m
Medi be
52 a
No Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
l Above k s keen to know
Medi about offring
53 a of that brand
Ye Socia Yes Most of No Yes Partiall Faceboo Ye You’re very
s l Above y k s keen to know
Medi about offring
54 a of that brand
Ye Socia Yes Instagra yes Yes Yes Instagra No
s l m m
Medi
55 a
Ye Socia Yes Most of yes Its Partiall Faceboo Ye
s l Above depend y k s
Medi s how You’re very
a repute keen to know
d firm about offring
56 is of that brand
Ye Socia Yes Faceboo yes Yes Yes Faceboo Ye
s l k k s Just because
Medi you like those
57 a brands
Ye Socia Yes Most of Depen Yes Yes Faceboo No
58 s l Above ds k

P a g e 57 | 69
 Medi
a
Ye Socia Yes Twitter yes Yes Yes Twitter Ye You’re very
s l s keen to know
Medi about offring
59 a of that brand
Ye Socia Yes Most of yes Yes Yes Faceboo Ye You’re very
s l Above k s keen to know
Medi about offring
60 a of that brand

(Fig No: 1.22)

P a g e 58 | 69
(Fig No: 1.23)

(Fig No: 1.24)

P a g e 59 | 69
(Fig No: 1.25)

P a g e 60 | 69
(Fig No: 1.26)

P a g e 61 | 69
CONCLUSIONS

Social media is working more as a search engine these days because people trust people rather
trusting companies. Also people think that it would be cheaper to buy from the people directly
rather than going to the company website. Hence, an area of interest is searched on a social
media and concerned people are found and communicated with. Social media marketing creates
a positive effect on many business markets such as financial institutions, travel and tourism
businesses, retail businesses, knowledge businesses, entertainment industry, and so on. Since
the process of social media marketing saves money, time and is highly engaging and interesting
social media marketing seems to be the next big thing to hit the world as a whole.

One of the biggest advantages of social media marketing as opposed to traditional advertising
is that potential customers can be precisely targeted. For example, in Facebook, if a person
species that his area of interest is interior designing; his home page would have advertisements
of interior designers on it. Thus, it doesn’t seem to be a hassle for the customer because they
would definitely want to see those advertisements. As for the business owner, he/she needs to
pay only if a person clicks on his/her advertisements. Thus it is a winwin situation for both the
business owner and the customer.

Similarly small business start-ups should utilize the endless opportunities provided by social
media sites such as Facebook, Twitter and LinkedIn. The biggest advantage for small business
start-ups is that the amount of money to be spent on advertisements can be massively cut down
and brand building can be done effectively. As in LinkedIn which is customisable, more than
one products being sold by the same company can also be marketed. This works perfectly for
B2B clients who cater to more than one product from the same verticals.

In fact social media sites themselves are changing at a fast pace to keep up with the marketing
trend that is present today. Though LinkedIn was started for professional networking, it has
added much functionality recently which makes it an attractive platform for business
development. Likewise although Facebook is considered as a medium for personal space, it is
changing at a rapid pace to cater to the needs of businesses as well. More companies are trying
to market their products through Facebook. Twitter is least preferred social networking website
used for business development. The main reason for this is that Twitter is more demanding in
terms of frequent tweets and more time should be spent on it to respond to customer queries.
However, Twitter is also changing to cater to business development needs. Marketing Week
(2012) reports that Twitter now provides various tools for gauging the impact of promoted
P a g e 62 | 69
tweets. Now brands who want to advertise on Twitter can customise their advertisements on
the basis of what is working for them. Thus all popular sites are into marketing and it can be
seen as a good sign of opening the horizons for a new way of marketing which cheaper, greener
and more effective.

RECOMMENDATIONS

From this report it can be concluded that social media presence is inevitable in the coming
years. Not only that social media is useful as a marketing tool, it has become the order of the
day to be present in social media. Therefore this report recommends all kind of businesses
small scale, large scale, business to business clients, business to consumer clients,
manufacturing industries and so on to be actively present in the social media. An important fact
to be kept in mind in this context is that most social networking sites have a cyclic growth. It
starts from minimum, attains a maximum and goes down to a minimum again. Thus, this is the
perfect time to invest time and resource in popular social media sites such as Facebook, Twitter
and LinkedIn. Owing to the relatively small amount of investment, it is not a high risk
investment as the usage of social media will come to a minimum only gradually.

In comparison with traditional advertisements, social media marketing caters to a more

focussed group of people and thus can yield better results. This does not mean that companies
should stop using traditional media and start using online and social media alone for
advertisements. This may result in disastrous results. An important thing to be kept in mind is
that when we say one in every seven people are on Facebook, there can be millions of duplicate
accounts and almost half of the total number of accounts is not being accessed every day. This
limits the chances of meeting new prospects and thereby causes a hindrance for generating new
business leads. Also still the remaining people of the world are relying on traditional media
which means that we can’t ignore them. Therefore the best solution is to combine both
traditional and social media for marketing (Wakolbinger, 2009). This will bridge the gap
between those people who are active on social media sites and those who are still relying on
traditional media. Companies must be careful in selecting particular adverts for particular
media. A company which sells clothes may have to rely on social media for advertising their
clothes for people of the age group 15-50 whereas they still have to depend upon traditional
advertisements like TV, radio and print media for the rest of the age group population. Thus
effective combination of social media adverts and traditional adverts will result in better results.

P a g e 63 | 69
The online presence of firms must be frequently updated and it must be linked with each other
and with the company website. It must be maintained well and only relevant posts must be
updated. Small businesses should embrace this wonderful technology and reap the benefits of
being on the social media for marketing.

P a g e 64 | 69
REFRENCE

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Rl#db=buh&AN=76301003

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http://twitter.com/CarnivalCruise

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mizil.pdf

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 QUESTIONNAIRE

Dear Sir/Madam

Name: ……………………………………………………………….………………

Contact No: ……………………………………………………..

City:
…………………………………………………………State:…………………………………
……………..

I am a student of A.M.C College, Bangalore University, (Bangalore) 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 ………………………..

PARTT-B

1. Do you think social media is the most sought after method adopted by entrepreneurs’
young and old in the field of marketing, advertising, brand building, promotions?

# Yes

# No

2. Which is the most effective solution for brand promotion?

# Social Media

# Print Media

3. Do you think social media marketing will help the firms to find their potential
customers?
P a g e 67 | 69
# Yes

# No

# Maybe

4. Which social networking site are you most familiar with?

# LinkedIn

# Twitter

# Instagram

# Facebook

# YouTube

# Most of the above

5. Do you think the relative cost is much lesser as compared with traditional
advertising?

# Yes

# No

# Depends

6. Is social media helpful for B2B firms in generating new sales/clients?

# Yes

# No

# It depends how reputed the firm is.

7. “Social media can be effectively used for various B2C clients to increase sales.”

Do you agree?

# Yes

# No

# Partially

P a g e 68 | 69
8. Which one do you think is the most effective social networking site for online
marketing?

# Twitter

# Facebook

# LinkedIn

9. Do you follow your favourite brands on social networking sites like Facebook, twitter
and LinkedIn?

# Yes

# No

10. If yes, why do you follow them?

# Just because you like that brands

# You are very keen to know about their new offerings

# To know how good they are in marketing

P a g e 69 | 69