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³Impact of Social Media on SMEs´
SUBMITTED TO UNIVERSITY OF MUMBAI IN PARTIAL FULFILLMENT OF TWO YEARS FULL TIME COURSE OF MASTER IN MANAGEMENT STUDIES (M.M.S.-II, SEM-IV) (2009-2011) BY
Mr. ROHAN CHANDRASHEKHAR RANADE
Under the guidance of Prof. Sandeep Vishwakarma
Through MUMBAI INSTITUTE OF MANAGEMENT AND RESEARCH, (MIMR) WADALA MUMBAI-400 037.
I hereby declare that the report titled
A STUDY ON in ³Impact of Social Media on SMEs´
Submitted in partial fulfillment of requirements for the award of degree in MASTER IN MANAGEMENT STUDIES (MMS)
MUMBAI INSTITUTE OF MANAGEMENT AND RESEARCH, WADALA, MUMBAI (Year 2009-2011)
Is my original work and has not been submitted for the award of any other Degree / Diploma / Fellowship or other similar titles or prizes.
Name: ROHAN CHANDRASHEKHAR RANADE
This is to certify that the project entitled ³Impact of Social Media on SMEs´ submitted by Mr. ROHAN C RANADE, Roll No.-899 has been completed as a part of the M.M.S. SEM-IV, SYSTEMS, requirement of University of Mumbai for the academic year 2010-11.
DIRECTOR Dr. R. K. SINGH
Mr. Sandip Vishwakarma
Introduction What is Social Media Marketing? Definition of Small and Medium Size Enterprises Marketing in Small and Medium size enterprises
Background SME Sector in India SME marketing strategies Discussions Social Media Marketing: Impact on Businesses How does Social Media Marketing works? Social Media Platforms Case Studies in Social Media for SME Social Media Marketing Analytics and Measurements Building a Social Reputation Parameterized Testing of Social Media
most social media production does not require specialized skills and training. such as newspapers. However.industrial media production typically requires specialized skills and training.the time lag between communications produced by industrial media can be long (days. Conversely.0. Accessibility . less hierarchical. television. only the participants determine any delay in response).the means of production for industrial media are typically government and/or privately owned. however. whereas social media are by their very nature more decentralized. which allows the creation and exchange of user-generated content. and dissemination. compared to industrial media. by electronic media and print media. production. education. in theory. or requires only modest reinterpretation of existing skills. either a blog post or a television show may reach zero people or millions of people. using highly accessible and scalable communication techniques. . Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. typically use a centralized framework for organization.both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media. etc. news. social media tools are generally available to the public at little or no cost. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2. Immediacy . weeks. for example. which generally require significant resources to publish information. Usability . People gain information. and distinguished by multiple points of production and utility. as industrial media begin adopting aspects of production normally associated with social media tools. or even months) compared to social media (which can be capable of virtually instantaneous responses. and film." Businesses may also refer to social media as consumer-generated media (CGM). this feature may not prove distinctive over time..What is Social Media? Social media are media for social interaction. Comparison of Conventional Media and Social Media. One characteristic shared by both social media and industrial media is the capability to reach small or large audiences. They are relatively inexpensive and accessible to enable anyone (even private individuals) to publish or access information. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. Some of the properties that help describe the differences between social media and industrial media are: Reach . anyone with access can operate the means of social media production. Social media are distinct from industrial or traditional media.
the survival of the loudest and most opinionated. like many academics. Benkler.8% a year before. He also cautions against social networks that grow too big and become a monopoly as this tends to limit innovation. The Wealth of Networks: How Social Production Transforms Markets and Freedom. writing.industrial media.S. it suddenly became clear that what was governing the infinite monkeys now inputting away on the Internet was the law of digital Darwinism.Permanence . TV and newspapers are run by professionals and some by amateurs. Australia has some of the highest social media usage statistics in the world. They use both social and industrial media frameworks. cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing. the only way to intellectually prevail is by infinite filibustering. Over 25% of U. A total of 234 million people age 13 and older in the U. Twitter processed more than one billion tweets in December 2009 and averages almost 40 million tweets per day. Community media constitute an interesting hybrid of industrial and social media. social. In terms of Facebook use Australia ranks highest with almost 9 hours per month from over 9 million users. once created. up from 13. and technological characteristics of what has come to be known as "social media".S. The number of social media users age 65 and older grew 100 percent throughout 2010." Tim Berners-Lee contends that the danger of social networking sites is that most are silos and do not allow users to port data from one site to another. There are various statistics that account for social media usage and effectiveness for individuals worldwide. internet page views occurred at one of the top social networking sites in December 2009. However. In his 2006 book. so that one in four people in that age group are now part of a social networking site. Yochai Benkler analyzed many of these distinctions and their implications in terms of both economics and political liberty. Under these rules. . Though community-owned. used mobile devices in December 2009. Some of the most recent statistics are as follows: Social networking now accounts for 22% of all time spent online in the US. "Out of this anarchy. some community radios. uses the neologism network economy or "network information economy" to describe the underlying economic. Andrew Keen criticizes social media in his book The Cult of the Amateur.
Connectedness Most kinds of social media thrive on their connectedness. Definition of Small and Medium Size Enterprises . Openness Most social media services are open to feedback and participation.Characteristics of Social Media Social media is best understood as a group of new kinds of online media. It blurs the line between media and audience. comments and the sharing of information. such as a love of photography. They encourage voting. which share most or all of the following characteristics: Participation Social media encourages contributions and feedback from everyone who is interested. a political issue or a favorite TV show. resources and people. There are rarely any barriers to accessing and making use of content password-protected content is frowned on. Communities share common interests. making use of links to other sites. Conversation Whereas traditional media is about e broadcastf (content transmitted or distributed to an audience) social media is better seen as a two-way conversation. Community Social media allows communities to form quickly and communicate effectively.
1951). as notified.O. 2006 the Micro. The limit for investment in plant and machinery / equipment for manufacturing / service enterprises. Small & Medium Enterprises In accordance with the provision of Micro. Small and Medium Enterprises (MSME) are classified in two Classes: (a) Manufacturing Enterprises. (b) Service Enterprises: The enterprises engaged in providing or rendering of services and are defined in terms of investment in equipment.The enterprises engaged in the manufacture or production of goods pertaining to any industry specified in the first schedule to the industries (Development and regulation) Act. vide S. Small & Medium Enterprises Development (MSMED) Act.29-09-2006 are as under: Manufacturing Sector Enterprises Micro Enterprises Small Enterprises Investment in plant & machinery Does not exceed twenty five lakh rupees More than twenty five lakh rupees but does not exceed five crore rupees Medium Enterprises More than five crore rupees but does not exceed ten crore rupees Service Sector Enterprises Micro Enterprises Small Enterprises Investment in equipments Does not exceed ten lakh rupees: More than ten lakh rupees but does not exceed two crore rupees Medium Enterprises More than two crore rupees but does not exceed five core rupees Marketing in small and medium size business .Definitions of Micro. 1642(E) dtd. The Manufacturing Enterprise are defined in terms of investment in Plant & Machinery.
blogs have become a highly effective way for small businesses to position themselves as experts on issues that are important to their customers. Some popular services are WordPress. email marketing. Social media has proven to be very useful in gaining additional exposure for many small businesses. Successful online small business marketers are also adept at utilizing the most relevant keywords in their site content. they must work on marketing their business every day. Many small business owners use Facebook and Twitter as a way to reach out to their loyal customers to give them news about specials of the day or special coupon s and generate repeat business. This can be done with a proprietary blog and/or by using a backlink strategy wherein the marketer comments on other blogs and leaves a link to the small business' own Web site. outdoor (roadside billboards). Facebook ads are also a very costeffective way for small businesses to reach a targeted audience with a very specific message. Joomlaand Squarespace. print. The relational nature of social media. A Web site can provide significant marketing exposure for small businesses when marketed through the Internet and other channels. along with its immediacy and 24-hour presence lend intimacy to the relationship small businesses can have with their customers. and internet. events and sponsorships can also be a very cost-effective way to build a loyal following for a small business. but with the long tail of the internet. Electronic media like TV can be quite expensive and is normally intended to create awareness of a product or service. yellow pages directories. word of mouth. feature stories. . customer referrals. Advertising on niche sites can also be effective. it can be time intensive to advertise on enough sites to garner an effective reach. press releases.Finding new customers is the major challenge for Small business owners. Common marketing techniques for small business include networking. while making it more efficient for them to communicate with greater numbers. Small businesses typically find themselves strapped for time but in order to create a continual stream of new business. radio. In addition to the social networking sites. Google AdWords and Yahoo! Search Marketing are two popular options of getting small business products or services in front of motivated Web searchers. A solid public relations strategy that utilizes speaking engagements. television. Creating a business Web site has become increasingly affordable with many do-it-yourself programs now available for beginners. Many small business owners find internet marketing more affordable.
These enterprises can be rightly called as the backbone of the GDP of India.Background SME Sector in India SME is the abbreviation for Small and Medium Enterprises. The SME sector in India is growing at an exceptionally fast rate .
SME units in India are being funded by foreign and local fund providers. 90 % of the Industrial Units in India belong to the SME sector. Thought the sector is flourishing and expected to grow further in the near future. Currently. These SME units contribute 35 % to the Indian Industrial Export. there are some important points that need to be considered for further development of the SME sector. this sector is likely to grow furt her and contribute greatly to the economy of India Marketing Strategies in SME The essence of marketing is to understand your customers' needs and develop a plan that surrounds those needs. The SME sector is almost at the initial stage of its growth. Though the SME industries are spread all over the urban areas. There are numerous business directories and trade portals available online that contains a rich database of manufacturers. The most effective way to grow and expand your business is by focusing on organic growth. Many major mergers have taken place recently. These SME units are now being funded by many government and private banks. there are however certain challenges that the SME sector will have to face. With further advancements in technology. The SME units are functioning efficiently and effectively. skills. . minimal investment is required.due to which it is proving to be beneficial to the Indian Economy. Let us analyze the factors that have contributed to the growth of the SME sector in India. Let us first analyze the current figures related to the SME sector in India: The contribution of the SME sector to the entire output of the country is 40 %. like the raw materials. However. machinery and equipment. The advancement in technology has also contributed highly to the SME sector. there are over 11 million SME units in India that produces more than 8000 products. There is need of high level research and development required to develop these sectors in both the urban and rural areas. The SME sector is one of the greatest contributors of domestic production as well as the export earnings. but even now there is lack of information regarding the inputs of these industries. proper infrastructure needs to be developed in the rural areas to establish these industries there. Let's face it anyone that has a business has a desire to grow their business. sellers and buyers To start and maintain these units.
The reason this is important is that only a proportion of the population is likely to purchase any products or service. Those verticals will have the particular likelihood of purchasing your products and services. Small businesses typically have a limited marketing budget if any at all. The Importance of a Target Market in Small Business When it comes to your customers keep in mind the importance of target marketing. Does that mean you can't run with the big dogs? Absolutely not. By taking time pitch your sales and marketing efforts to the correct niche market you will be more productive and not waste your efforts or time. Take some time to send your existing customers' referrals and buying incentives.You can increase organic growth in four different ways. Price your products and services competitively. Your sales activities will not only decrease your out -of-pocket marketing expense but it also adds the value of interacting with your prospective customers and clients. They include: Acquiring more customers Persuading each customer to buy more products Persuading each customer to buy more expensive products or up selling each customer Persuading each customer to buy more profitable products All four of these increase your revenue and profit. Let me encourage you to focus on the first which is to acquire more customers. This interaction will provide you with research that is priceless. . Guide your product development to reach out to customers you aren't currently attracting. It's important to consider your virtual segmentation by selecting particular verticals to present your offerings to. How about launching your marketing campaign by doing one of the following: Call your vendors or associates and ask them to participate with you in co -op advertising. Again. Why? Because by acquiring more customers you increase your customer base and your revenues then come from a larger base. Small Business Marketing and Large Business Marketing are Different If you are like the majority of small business owners your marketing budget is limited. this saves you from wasting valuable time and money. The most effective way to market a small business is to create a well rounded program that combines sales activities with your marketing tactics. Develop your message and materials based on solution marketing. How can you use marketing to acquire more customers? Spend time researching and create a strategic marketing plan. It just means you have to think a little more creatively.
Is there a concert coming to town. By doing this you position yourself as an expert in your field.Have you thought about introducing yourself to the media? Free publicity has the potential to boost your business. and asking prospects where they heard about you. do not forget to create a way to track those marketing efforts. are you willing to sell those tickets? It could mean free radio publicity. Invite people into your place of business by piggybacking onto an event. why not be a public outreach and distribute their material? When you do spend money on marketing. This enables you to notice when a marketing tactic stops working. using multiple toll-free telephone numbers. If that is not your cup of tea. . You can then quickly replace it with a better choice or method. You can do this by coding your ads. how about a walkathon that is taking place in your area.
Plus. Just participating in your favorite social media platform (commenting. Sharing content or even just a link to your blog via social media can make all the differen ce in the world in terms of the traffic you can begin attracting almost immediately. Participating in social media is a fast and easy way to market your small business to others in a place online where youre guaranteed loads of traffic and its free. 2. building brand and authority within the community of your choice. sharing information) will make you stand out as a helpful member of the community and make sure others remember you. or public relations. Traffic. Sharing your content or simply links to your site will encourage first visits and then inbound links from the very niche you are targeting and will surely eventually have a positive effect on your Search Engine Optimization. Formatted: Default Paragraph Font Formatted: Default Paragraph Font . Nowadays. To flourish in this environment. Social media is essential for getting the message out about a business.com lets you focus on the audience you want to market to. it is certain that the visitors you attract including those who may use social media to search for their own content (see below) certainly will.Marketing.Whether the social media platform you use passes search value directly to your Website or not as a result of participation. social media allows you to do so before a readymade niche audience and to build authority much faster within a larger established community while you build your own following on your own site. 3. Through the information you share in social media. by joining and participating in groups within larger networks or smaller niche communities like BizSugar. Some of the ideas of using socia l media to see greater success with small business are 1.Impact of Social media marketing on Small Business Social Media in India Today with all the business and business related activities interconnected globally. wherever they may be. or sales. you can show your expertise. the social web requires that businesses spread as wide a net as possible. This means putting a marketable brand in front of the target audience. SEO. While a business blog can certainly help you do the same. Branding. businesses must integrate a comprehensive strategy for growing and retaining consumers. 4. Social Media in Business is for key stake holders as social media can turn communication into a interactive dialogue and impact on business practices and processes. its products and services. social media should be used first and foremost to get a hold of some of the elusive traffic that can be difficult to capture at first simply by blogging. voting. 3. It doesn't matter if a company is focused on marketing.
7. Weve done this ourselves by posting questions in order to gather responses from our community and you can do the same. social media enables you to find content in your industry as well. Research. Nowadays. 8. Building community goes beyond traffic and visitors to your Website. . Social media allows you to make connections not just with those in your industry but with potential customers and those who might refer customers to you. We mean both market research and data research here. Using social media can help you do much more than simply build traffic on your businesses main Website. Community. Sharing content or even just a link to your blog via social media can make all the difference in the world in terms of the traffic you can begin attracting almost immediately. Social media attracts engaged users interested in giving feedback. Crowd sourcing. Social media is a two way street. Networking. Search for topics to blog about or news to share with your own social media following giving credit to the originators of the material. At the same time. In addition to letting you creat e and share content. products and services and so on. 9. social media allows you to be much more than a passive observer. 6. Content. social media allows you not only to address but to listen to your communities hearing what others are saying about your industry and perhaps even about your business or brand. of course. participating. Use social media to find out what your audience thinks or to ask them to participate. Authority. Of course. You will build better products and services with this input and build community interaction and interest in your business online. It has to do with how engaged those visiting your Website are. social media should be used first and foremost to get a hold of some of the elusive traffic that can be difficult to capture at first simply by blogging. refer people in their network to your content. One of the greatest aspects of social media is its social aspect. Formatted: Default Paragraph Font Formatted: Default Paragraph Font Formatted: Default Paragraph Font Formatted: Default Paragraph Font Formatted: Default Paragraph Font Formatted: Default Paragraph Font Traffic. That engagement should transfer to your home site as well and build your community in the process. Plus. 10. Simply. in general. Social media helps you gain authority for your content Website and brand by letting you share it more widely and more quickly than you might ordinarily be able to simply by updating your blog regularly.5. decide who to follow a nd who to make a part of your networkand who you should ask to network with you. social media makes it easy for others to share your content with their networks gradually building your authority in your niche. sharing comments and votes and. social media channels can be a great place to monitor the latest news in your industry often from a variety of perspectives. You can not only share content and give and receive feedback on that content and the content of others but also make connections. whether they share your content with others.
Research. in general. 5. . Community. Use social media to find out what your audience thinks or to ask them to participate. whether they share your content with others. 7. Authority. Plus. Networking. Whether the social media platform you use passes search value directly to your Website or not as a result of participation. 9. decide who to follow and who to make a part of your networkand who you should ask to network with you. social media allows you not only to address but to listen to your communities hearing what others are saying about your industry and perhaps even about your business or brand. products and services and so on. One of the greatest aspects of social media is its social aspect. social media channels can be a great place to monitor the latest news in your industry often from a variety of perspectives.4. Sharing your content or simply links to your site will encourage first visits and then inbound links from the very niche you are targeting and will surely eventually have a positive effect on your Search Engine Optimization. At the same time. participating. SEO. Social media helps you gain authority for your content Website and brand by letting you share it more widely and more quickly than you might ordinarily be able to simply by updating your blog regularly. Content. 10. We mean both market research and data research here. Social media attracts engaged users interested in giving feedback. It has to do with how engaged those visiting your Website are. Using social media can help you do much more than simply build traffic on your businesses main Website. You will build better products and services with this input and build community interaction and interest in your business online. Search for topics to blog about or news to share with your own social media following giving credit to the originators of the material. social media allows you to be much more than a passive observer. Simply. That engagement should transfer to your home site as well and build your community in the process. social media makes it easy for others to sha re your content with their networks gradually building your authority in your niche. We have done this ourselves by posting questions in order to gather responses from our community and you can do the same. Of course. 8. refer people in their network to your content. social media enables you to find content in your industry as well. Social media is a two way street. it is certain that the visitors you attract including those who may use social media to search for their own content (see below) certainly will. Crowd sourcing. Social media allows you to make connections not just with those in your industry but with potential customers and those who might refer customers to you. of course. Building community goes beyond traffic and visitors to your Website. sharing comments and votes and. In addition to letting you create and share content. You can not only share content and give and receive feedback on that content and the content of others but also make connections. 6.
Word of mouth has been used in traditional channels to increase brand awareness. 4. 2. for free! A good strategy that's well executed can greatly improve the awareness of your brand. Brand reputation is driven by customer perceptions. SMM allows you to rank well through a combination of factors. Improve the ranking of your site on search engines As mentioned in the opening paragraph. It is akin to having an army of sales executives working for you..How does social media marketing work for small business? How exactly is Social Media Marketing Good for a Business? This is a logical question and any business owner would want this question answered in a clear and direct manner. There are seven main reasons you would engage in social media marketing (SMM) and this is irrespective of your type of business: 1. The reasons for this are obvious. better ranking brings in greater sales. have millions of fans. it important to note that on its own. In fact.. A popular page on a site like Facebook can easily bring you thousands of targete d visitors daily. Influence brand reputation Social media marketing helps you improve the reputation of your brand. . ranking on Google page one in your industry can have a dramatic effect on your sales. being ranked top for the main search term in your industry would make your company the leader in the industry. Improve brand awareness Social media marketing is the new "word of mouth". Combining this marketing channel with corporate social responsibility programs can give your brand reputation a big boost. Some of the companies that have really been successful at using Facebook. Toyota and so on. A massive presence on social media sites would gradually improve the ranking of your own site. social media marketing can drive lots of traffic to your site even before your website improves in ranking. Search engines like Google give high preference to sites with numerous links from the major social media sites. 3. However. in industries where sales are made online. Increase Traffic to Your Website This point is closely related to the first. such as Starbucks.
When used in this way. . decision makers. Increase Online Sales Many companies use social media to drive traffic to landing pages where they sell a product. interactive and transparent. Lead Generation A good strategy can generate massive leads for your business. Improve Internal Communications This channel is becoming more sophisticated everyday and some companies now use it for communication amongst employees. 6. it can work well for you so long as you do not try to cram something down the throats of your customers or trick them into making a purchase. You are also in a position to offer creative solutions that directly address the needs and wants of your clients. Closely following the interests of your customers can provide useful clues and tips on how you can tailor your offering to better appeal to your customers.5. 7. While this should not be the main reason you get into social media marketing. customers and suppliers. the communication process in a business becomes more democratic.
interests. Plaxo: Currently hosts address books for more than 40 million people. Ease-of-use. Strengths: The easy-to-use interface is one of the site s great strengths. in social media terms is also known as since the beginning of time. business. Helps people stay in touch with Pulse. Strengths: Widely-adopted by large segments of the population. give gifts or just hang out. friends and other relationships. it would be wise to be cautious about using it for business purposes. it can be a good tool. Strengths: Great for connecting with others who are interested in your area of expertise. Weaknesses: Will the younger generation stay on Facebook once Grandma has friended them? Friendster: A way to stay connected with everything that s important to you as widely adopted as some other platform-runs. uncluttered user-interface. Might have peaked. Weaknesses: Since it s a site set-up to connect former classmates. They ve been around since 2003. Strengths: Everybody s on LinkedIn. Co-Founded by Marc Andreessen.Social Media Platforms Social Media Platforms that help you Network: Classmates: An easy. Weaknesses: The user interface is so simple and uncluttered that getting started can be confusing. who helped launch Netscape. simple way to connect with old friends. Today. Great for high school and college reunions. which is a dashboard that lets you see what the people you know are sharing all over hobbies. Strengths: Simple. causes. Ning: This site connects groups of people who are passionate about particular interests. MyLife: A clean. Strengths: A simple web-interface makes this easy-to-use. LinkedIn: This is the Grand Pooh Bah of them all. watch videos. topics or hobbies. Members can play games. Strengths: It s a g reat alternative to MySpace and/or Facebook for the younger crowd. Facebook: Mark Zuckerberg started Facebook out of his dorm room for his fellow students at Harvard. But once you ve figured it out. Weaknesses: Most people have trouble knowing what to do with LinkedIn after they upload their business information. Perfect if you re looking for an engaging. Over 750 million profiles. hi5: This is a social networking platform that skews a little younger than LinkedIn. Weaknesses: Not . simple site that helps people connect with family. Weaknesses: Not as widely adopted as some other sites. toddlers to grandmothers can be found on Facebook. flirt. Weaknesses: It may not be the best social networking platform for business. etc. simple-to-use site that can help you track down former classmates. which.
then email falls into the social media category. Weaknesses: Are they spreading their brand across too many channels? Does this confuse people? (Answer: Probably not. They re just so darn nice.000 specialized groups and over 150. their company or their family reunion. Strengths: Bing uses intelligent search to make searches even more relevant for the user. Weaknesses: Not as widely-adopted as some other platforms such as LinkedIn. Google: Google is technically not a social media platform. but they are tools that can be used to promote your product or service. but can be used as a social tool to drive visits to your well-optimized website. Strengths: Ease-of-use and pervasiveness. but we re struggling to come up with any weakness for Google. JavaBB and vBulletin. The technique for using any search engine to promote your product or service is the same so you ll want to optimize your website so that the search engines see it. Blogging Platforms: These are tools that are used to create blogs. Strengths: Forums are a great way to build a relationship with customers and prospects.the web. ongoing time and energy to keep them running properly. y ou ll drive traffic to your website from the people doing searches on specific topics. you ll want to use Joomla. Discussion Boards and Forums : Are you interested in creating an online forum where members of your community can engage with each other and offer each other advice? Then a discussion board or forum is for you. Typepad or WordPress. These are the blogging platforms used by serious bloggers. you know?) Email Marketing Platforms: Email can often get overlooked in the world of social media. look at that bird outside my . Weaknesses: It s not as widelyadopted as some other platforms such as LinkedIn. Drupal. Strengths: Used by large segments of the population. Drupal. Strengths: XING adds new developments to their platform on a regular basis. likeBlogger. The best-known platforms for forums include Lefora. it s hard to figure out what they re not good at. ExactTarget and others. but if you define social media as tools that help you have a dialogue with your customers and prospects.000 live networking events each year. Google and Yahoo aren t technically social media platforms. Weaknesses: They require regular. Vox or Xanga are straightforward platforms that are great for people who want to do a simple blog about their vacation. Popular email marketing tools include Constant Contact. Strengths: Graphical user interface makes it easy-to-use. which is a tough battle. Weaknesses: Can be a distraction. Simple Machines. Twitter: A surprisingly-successful tool that is widely-adopted and used for everything from business to fun and games. PhpBB. Social Media Platforms that help you Promote: Bing: Bing. It has over 34. If you re ready to create a more robust blog that adds a lot of SEO value for your website. Weaknesses: It s fighting against Google. Some of them. Tumblr. They re even good at not being evil. iContact. especially if you have Attention Deficit Disor window! XING: XING has more than 8 million subscribers worldwide. Strengths: Email is a highly measurable way to connect wow. By doing so.Zoho. Vanila. so we re including all three in this overview.
but it s the best-known and most popular. people won t come back for more. but they re not the very first thing you ll want to work on in your social media campaign. They re evolving and seem to be finding a niche. And perhaps that s not a weakness after all. It s the dom inant music application on Facebook.with customers and prospects. Weaknesses: Is Yahoo a search engine? An online portal? A web magazine? Perhaps it s all of these things. life-affirming energy that Vimeo does. Most people are conditioned to automatically type YouTube into their browser. If you re selling hunting rifles or tennis rackets or widgets. Picasa: This is a photo organizing. editing and sharing site that s owned by Google. iGoogle and other platforms. Flickr: This is a photo-sharing site that can be used to build awareness and drive traffic to your product pages. Picasa is easy to-use and loads very quickly. encouraging creative professionals. Weaknesses: iLike is a crowded venue. It s an extremely worthy-competitor to YouTube. Weaknesses: If you don t create scintillating content. If you re doing interviews with industry experts or if you re creating mini-radio shows. iLike: If you re a musician. It s perfect for people interested in sharing their videos with a community of positive. Strengths: You gotta love a site that oozes upbeat. But it is a tool that ultimately can drive traffic to your website. They arguably started this whole social media thing to begin with. Weaknesses: Email marketing requires a concerted. you ll want to upload your work to iLike. Strengths: Over 50 million music lovers use iLike via Facebook. you ll want to use Flickr to a) build awareness for your product and b) drive people from Flickr to your website. Howcast: Wouldn t it be cool if there was a website where you could watch How To videos on the topic of your choice? Well. this is not technically a social media platform. Strengths: Yahoo is one of the work horses of the search engine world. there is and it s called Howcast. Weaknesses: Photo sharing is important. Vimeo: Think of Vimeo as a high-end YouTube. Today. . Strengths: It s a well-known. iTunes is the place to be. but that may change in the near future. Weaknesses: It s not a default site the way YouTube is. Strengths: A great place to upload high-quality content. Be sure to optimize your website so that search engines like Yahoo can see it. MySpace. Weaknesses: Photo-sharing sites are important. so it s always a good idea to keep it on your radar screen. Yahoo: Like Google and Bing. ongoing effort if you re going to do it right. but it s not the very first thing you d want to work on in your social media campaign. iTunes: This is not the only podcasting site. You can tag photos to enable quick searches by users. Orkut. Strengths: As with most Google services. Strengths: A well-known social media platform that most everybody has visited at one time or another. MySpace: Ahhhhh. MySpace is primarily used as a congregation point for younger people interested in pop culture. optimistic. which makes it difficult for musicians to break through. Weaknesses: The default is still YouTube. Strengths: Flickr is easy -to-use and has a clean user-interface. W eaknesses: They re not the ubiquitous social media platform they once were. Orkut and hi5. well-respected platform.
The key to YouTube is to keep the videos short and sweet. Members of the Feedback community can read reviews and make additional comments.YouTube: Of course. Delicious: This is a social bookmarking service owned by Yahoo. it s promoted to the front page for millions of visitors to see. everybody benefits. Users can vote articles up or down on the site. If your content receives enough Diggs. HootSuite is a good solution. Simple set-up. videos and blog posts they like. Strengths: It s everywhere. Reddit: Similar to Digg and Delicious. Strengths: A great way to potentially get your content in front of thousands of readers. video or blog post with a Delicious bookmark. (Or so we ve heard. Strengths: Like Delicious. then HootSuite would be over-kill. Feedback: This is a social media platform that allows people to provide feedback to companies as diverse as Starbucks and Chipotle. it s the equivalent of a vote. trending topics from blogs. The Crowdstorm community is built around the idea that when people share information about products. Strengths: Like Digg and Delicious. Reddit is a source for what s new and popular on the web. Weaknesses: You have to have a lot of traffic and a lot of votes to show up on the radar screen. it s not necessarily an effective tool for marketers. Reddit is everywhere. Digg: Similar to Delicious in that people vote for articles. Weaknesses: It s a cluttered environment that can sometimes have some pretty racy videos on it. But it s always go od to check with sites like these to see how your product is being perceived in the marketplace. it s not necessarily an effective tool for marketers. Strengths: A very easy -to-use interface. Weaknesses: If your social media program is no more extensive than updating a Twitter account. Weaknesses: You have to have a lot of traffic and a lot of votes to show up on the radar screen. YouTube is perfect for How To videos. Strengths: An innovative use of crowd-sourcing for information. ebook or PowerPoint presentation to the site so that others can be awed by your wisdom and expertise. DVD players. Strengths: An easy-to-use website that leverages the power of ratings and reviews for the benefit of users. Weaknesses: Since the site crowdsources reviews. Weaknesses: You have to have a lot of traffic and a lot of votes to show up on the radar screen. You simply upload your speech. . Strengths: YouTube is ubiquitous. televisions or other products. Digg is everywhere. the more visibility your content has on the Delicious website. HootSuite: This is a tool that allows you to manage multiple social media channels through one dashboard. When someone tags your article. If you have a company with more than one contributor to your social media program. But it s always good to check with sites like these to see how your product is being perceived in the marketplace.) Social Media Platforms that help you Share: Crowdstorm: If you want to get the inside scoop on digital cameras. Make sure they solve the what s in it for me equation. YouTube is one of the better-known platforms used to promote businesses. so readers can check out the hot. Weaknesses: Since the site crowdsources reviews. Weaknesses: There are a lot of other people competing for the same eyeballs. newspapers and other sources around the globe. but it s not a good place to upload the CEOs annual speech to shareholders. yet still powerful. The more votes you get. Crowdstorm is for you. Scribd: This is the largest social publishing and reading site in the world.
your Podcast or just about any other content and share it with the SlideShare community. have at it. Strengths: It s a great tool for uploading legitimate. assuming you re not easily distracted. service or company. Yelp has an augmented reality Smart Phone application that makes using it on the run a blast. StumbleUpon: Very similar to Digg. It can be a time-saver and a productivity-enhancer. Don t try to game the system by adding overly-promotional posts. shop. they might struggle with Wikipedia s miniscule type. TweetDeck provides a way to track many of your social media channels on one dashboard. Yelp: This platform offers user-generated reviews on cool places to eat. And it helps you find great sites your friends recommend. helpful content about your product. Strengths: User-generated reviews are a great way for customers and prospects to find out about your business. Weaknesses: Some people try to game the system with faux reviews. your ebook.SlideShare: One of the better-known places to upload your content for sharing with others. Strengths: It s very easy to set-up and get started. It s a great tool for legitimate entries. Weaknesses: If your target market is over the age of 40. Take your PowerPoint. But if your entry will be helpful to the Wikipedia community at large. Delicious and Reddit. relax and play. but Yelp does a pretty good job of keeping those faux reviews at bay Whoa! Is that a fly on the ceiling or just a . Weaknesses: Competes with several other wellestablished tools. it can lead to distractions for employees who are easily speck of dust? Wikipedia: It still amazes us that this user-generated encyclopedia is run by just a few dozen employees (a long with hundreds of thousands of contributors around the globe). Weaknesses: Like all dashboard tools. Weaknesses: There are a lot of other people competing for the same eyeballs. When you rate a website that you like using StumbleUpon. SlideShare is a great way to get in front of a large number of visitors. like Digg. it s automatically shared with like-minded people. Strengths: StumbleUpon helps spread your content to people not regularly exposed to your products and/or services. Delicious and Reddit. Strengths: Like Scribd. drink. TweetDeck: Like HootSuite.
how do these carts let consumers know where they will be? Well. the rate of adoption among small businesses is increasing too. The Creme Brulee Man: Food from street carts have become a foodie favorite for San Franciscans. YouTube and Foursquare. Some of these businesses will be sharing their experiences at the CrunchUp (You can buy tickets to the CrunchUp here). social media adoption by small businesses has doubled from 12% to 24% in the last year. But as these businesses look to Facebook and Twitter to connect with customers. and Levi s have been participating in the social web for some time now. And while major brands like Starbucks. the man behind the enormously popular Creme Brulee Cart in San Francisco. has quickly amassed . The fact is that a presence on these platforms not only allows companies to engage in conversations with consumers. We ve found some local and national businesses using social media effectively. through Twitter of course. Facebook. Curtis Kimball. Food carts travel from neig hborhood to neighborhood. many are finding that some strategies work and some do not produce results. But without a set location. We ll be exploring these questions at a panel on Social Media and Businesses at our Social Currency CrunchUp on July 30. offering their delicacies to a range of local foodies. Virgin. According to a recent University of Maryland study. whose case studies are below. but also serves as an outlet to drive sales through deals and coupons.Business Case Study: Social Media Marketing How Social Media Drives New Business: Six Case Studies Businesses both big and small are flocking to social media platforms such as Twitter. ranging from Levi s to a creme brulee cart.
a former construction worker turned creme brulee expert. Twitter can absorb more than Facebook with very little effort. Followers have only hours to book the steeply discounted room rate. The company also operates similar deals for its 5. The company s social media efforts are not solely deal based.000 followers in a little over a year.over12. The company has also started a partnership with coupons site Mobile Spinach to offer coupons for the group s restaurants. In terms of flash sales. The other use of Twitter for Kimball is to tell people what flavor of creme brulee he is serving in a given day. This summer. For example.000 followers.000 room nights through these types of deals rooms that otherwise would have stayed empty. And the company has partnered with Foursquare to offer deals for check-ins at its various restaurants. Three . Joie De Vivre has booked over 1. this past Tuesday. Kimball adds. In less than a year. The cart has 224 reviews and is rated with 4 and a half stars. Joie De Vivre encouraged consumers to enter its Road Trippin California contest. It gives people a valid reason to follow me. He doesn t have as much of a presence on Facebook. it offered $79 rooms at the group s Galleria Park Hotel in San Francisco in November and December. Kimball says he has no marketing budget and Twitter has been a great way to amass fans. Every Tuesday. Joie De Vivre: Joie De Vivre.000-plus Facebook fans on Fridays. and Nadeau says these deals have done moderately well. Joie De Vivre s Twitter account will Tweet an exclusive deal to its nearly 10. He knows that most of his busines s comes from people who follow him on Twitter because Twitter is the only way you can find the cart s location for the day. he says. The company s marketing VP Ann Nadeau tells me that because of the economy the hotel industry s marketing budgets have shrunk. and social media efforts have proved to be a great way to both drive sales and build loyalty. And Kimball says that Twitter gives him the ability to develop a personal relationship with his followers and others. and he s not sure the model is as efficient as Twitter. Joir De Vivre has done a number of deals with travel sites like Gilt s Jetsetter as well as RueLaLa. He says he tries to engage his followers by asking for suggestions of what type of custard to serve or where he should park his cart. says Kimball. Central to the hotel group s strategy is disseminating deals and coupons to followers and fans on Facebook and Twitter. Yelp has also been a valuable source of referrals for the entrepreneur. a company that operates 33 luxury hotels in California is using a variety of social media platforms to drive sales and marketing for its properties. and he always tries to keep things humorous. which asked people to submit videos on YouTube that share why they love California.
and Yelp. For a small restaurant. they put their heads together to figure out how they could use the professional social network to drive sales. It took the company six months to accumulate 80 reviews on Yelp and after the deal. But what really tipped the scales for Yoo was Groupon (disclosure: my husband works for Groupon). Yoo also says that he s seen a steady increase in Foursquare check-ins following the Groupon deal. he started a presence on social media sites. the restaurant started serving ads that target lawyers and bankers in the San Francisco area. including Twitter. Of course. One effect of the Groupon deal. Currently the restaurant s Twitter profile has 65 followers and its Facebook page has 107 fans. Yoo tells me that as soon as the restaurant launched. Stone Korean Kitchen: Co-founded last November by chef Terry Lin. and saw a packed house for two months for both lunch and dinner. was that there were a flux of Yelp reviews. Facebook. Yoo says that interconnecting content between the various profiles has helped gain Twitter followers and Facebook fans. besides increased sales. were selected to win all-expense California road trips with stays in the company s hotels. since Yoo and Kwok are both LinkedIn employees (chef Lin manages the restaurant on a day-to-day basis). Nadeau says that each property hotel manager is responsible for monitoring conversations and reviews on Twitter. Yoo says that he consistently Tweets links to comments and reviews on the Facebook page. Many of these are repeat customers. Yoo says that the restaurant is working on a promotion with . Yoo says that restaurant saw significant traction in both sales and traffic to its Yelp sites and Facebook page when the restaurant signed up for a Groupon deal in April. They ve noticed an increase in foot traffic and corporate catering requests as a result. Now Yoo says that they see around 5 to 10 Groupons per day instead of 30 or 40 but the restaurant is still seeing a good number of repeat customers from the Groupon deal. and Facebook. as both industries are centralized in the financial district. But the challenge of many small businesses with social media is driving traffic to the right social media channel rather than splitting it between various sites. Stone Korean Kitchen sold 2600 groupons in one day. Yelp. Of course. Yoo also stresses the importance of managing Yelp reviews and responding to customer complaints on social media platforms.winners. and LinkedIn employeesRobby Kwok and Dan Yoo. In the future. Stone Korean Kitchen aims to bring modern Korean cuisine to the Financial District in San Francisco. the restaurant accumulated 90 reviews within three months. With the ad targeting capabilities on LinkedIn. out of 270 videos that were submitted. says Yoo. In terms of using social media for customer service. it doesn t take that many loyal customers to keep the kitchen busy.
Dr. Twitter is still a fairly new forum for the practice says Robert. Vaksman signed up for a Groupon deal in San Francisco. Vaksman will publish her Yelp reviews from patients on the site as well as YouTube videos containing educational content about dental procedures. Last October. and received 320 new patients because of the deal.Foursquare. the Vaksmans say that they are starting to see patients and potential patients begin to communicate with them on the Facebook page. Robert is also looking into partnering with Facebook campaign startup Wild fire to set up a promotional sweepstakes for the practice s Facebook page. retail brands are engaging consumers on social networks to offer deals. which was for a patient exam and x-ray. Vaksman s husband. He says that it s a no brainer to be looking at as many social channels as possible for marketing efforts. Dentist: Social media and dentistry don t necessarily go hand in hand. and he s still trying to determine the best way to engage with potential customers on the network. Levi s Jeans was one of the brands that was . a Facebook page. And he is in talks with Twitter on featuring a deal on the social network s new Earlybird venture. She has a Twitter profile. but one San Francisco dentist has forged an impressive social media campaign to raise awareness of her recently launched practice. lawyer Robert Vaksman. Dr. has been the strategist behind her social media efforts. Dr. The Vaksmans say that the deal propelled the five month old business in the right direction and boosted its patient base significantly. and more. Robert says that his wife is confronted with the challenge of practicing in a building that houses hundreds of other dentists that have more established practices. While the practice is still young. allow users to socialize around purchases. Levi s: Now more than ever. Irena Vaksman. aYouTube channel and an website. which has 70 fans.
says Inside Facebook. Starbucks is now close tosurpassing the Facebook fan base of Lady Gaga. The company worked with brand marketing platform Involver to incorporate music and video into their page. Levi s recently enlisted a Levi s Guy. Levi s allows Facebook users to like products on Levi s o nline store and its Facebook page (which has nearly 500. Now that it is giving away free WiFi. Most recently. The company has held a number of promotions on its page to drive engagement. In terms of Twitter. 23-year-old USC graduate Gareth. to engage consumers on the microblogging platform. Megan O Connor. Levi s has begun to promote retail offerings with geo-targeted event advertisements on Facebook. As one of Facebook s initial partners using the social network s new Like functionality. And with 10 million Facebook fans. it is even more of a magnet for roving laptop warriors. told us that the engagement with both Twitter and Facebook is about creating and informing brand ambassadors that will help drive sales through their own actions and word of mouth. The company is currently in the process of trying to find a Levi s Girl. which will serve as a female foil to Gareth. For example.000 likes. The jeans giant also promoted a major campaign in conjunction with SXSW this year. Starbucks held a promotion for free pastries on its Facebook page. Levi s director of digital marketing. partnering with music publication The Fader to promote a music event at the festival.000 likes) and share their favorite items with their friends. He has over 6. . Levi s got more than 4. Within the first week. with the hopes of driving music fans to buy jeans from the Levi s brand. Starbucks: Most experts will agree that Starbucks has one of the best social media strategies out there.first to use Facebook as a tool for sales and marketing initiatives and has launched a number of compelling campaigns using Facebook.000 followers an d is responsible for responding to and engaging in conversations about the Levi s brand on Twitter.
Advertising on the social network has also helped to drive traffic to Starbucks page. In March. Starbucks has also participated in Twitter s promoted Tweets program. In terms of Twitter. Starbucks has also been incredibly active on the microblogging network. Starbucks also partnered recently with mobile social network Brightkite to give members special discounts on drinks. . Not only does the company s Twitter stream serve as an engagement tool with customers who are talking about the brand on Twitter. but it is also used as a way to spread news from Starbucks. The combination of geolocation and social networks is also a huge avenue for Starbucks and the company was one of the first major bra nds to broker a deal with popular location-based social network Foursquare. Starbucks started offering Foursquare mayors of retail stores special Barista badges that would come with discounts on drinks and food. which allows advertisers to buy sponsored links on Twitter. amassing nearly one million followers.allowing customers to access a coupon that would give them a free pastry with a purchase of a coffee drink.
rewarding and real experience of India than they might otherwise get in a hotel. Launched in 2008. and initially targeting the UK and Indian tourist markets.Social media marketing for Mahindra Homestays Share a little about your organisation Mahindra Homestays is a unique Indian accommodation network. it s a way of improving and building on search engine rankings. Through innovative blog content and social media initiatives we have built the necessary foundations for any travel brand looking for success in the modern online marketing environment. engaging messages that people enjoy Be interesting Be open with us we communicate in an open. They want to talk with brands. discover information and explore a relationship. indirectly. self-assured and colourful brand that relishes dialogue and collaboration with its audience. Be honest we act responsibly and truthfully when representing our brand in social media we ensure we communicate worthwhile. sometimes immediate. For brands. Executive Summary Mahindra Homestays has quickly established itself as a digitally-literate. The unique selling point of a Mahindra Homestay is that travellers receive an original experience in each one. People want to find products and services using the familiar tools of their online travels: YouTube. For a new brand launching in India and in the UK we wanted to explore the exciting opportunities available to us through social media marketing. Background Once it was an exception to find a brand involved in social media. it brings together a large number of premium family homes that have quality guest rooms. collaborative and sharing way with the people who engage . Now it is an expectation. The obvious benefit of being involved in social media is exposure: directly. Facebook and Twitter to name a few. sometimes years later a way of capturing and developing an audience. Approach/ Strategy Although the time and resources across different social media has varied throughout the initiative we have chosen to work under six guiding principles and we feel these values have aided our success. and a more authentic. it s a chance to market and create sales. this is a powerful opportunity.
When appropriate we step into discussions with useful and timely contributions. designed to draw traffic and ultimately send it to the main site. b) Facebook Strong social media assets create confidence among customers. timely and relevant we plan and execute communications intelligently for maximum results We ve applied these principles across all the Mahindra Homestays social networks. We used keyword techniques to capture search traffic on certain useful terms communicate the brand in an interesting way and encourage dialogue. and we have recently started podcasting. video tours of properties. being on Twitter was not simply a matter of following the trend. Early on we saw an opportunity to use Twitter in a powerful way to find our audience as they are making accommodation decisions. especially in an unfamiliar brand and new product. history and traditions. particularly longtail keywords where we saw an opportunity to get plenty of success. a) The India Travel Blog We created a branded blog on the website. to seed links to the Mahindra Homestays website and respond to discussion. answer customer enquiries and push fans to the main site at any relevant opportunity. from yoga lovers to dog owners interested in pet -friendly accommodation. originality. We developed a Twitter page which we use in much the same way as Facebook . enthusiasm and a clear sense of purpose in communications Be committed Be strategic we are dedicated to keeping our activity regular. The blog receives 6. features on Indian culture. But we also use it to build relationships with travel journalists. We developed content strategically to appeal to different target audiences and niches. original competitions and offers. Our approach is proactive. time is spent.500 active fans. We created an attractive Facebook page with intelligent use of apps and features and we set about finding our audience. searching for current conversations about hotels in India or flights to India . stunning Indian photography collections. With conversation and user-centric initiatives such as our Photo of the Month contest we have grown to 4. Our output over six months has included: 30 highly popular things-to-do articles covering key locations. We use the Facebook page to seed our blog content.000 visitors a month. for example. And we used lively editorial to .Be dynamic we strive to demonstrate innovation. bloggers and travellers across the world. c) Twitter For us.
Stakeholders The stakeholders we engaged through the initiative were our homestay owners who are delighted that we have provided this platform to engage with their visitors and prospective customers. Impact Outcome A) Blog: Traffic to our blog has been increasing steadily since launch and currently with over 6. Currently 10-20% of all blog visitors navigate to the main site and are more engaged that other types of referrals. With a new brand and targeting a new market (UK) we have been able to build brand awareness early on in the travel research process. About the initiative Having created publically accessible channels for communication they are able to participate directly via Twitter and FaceBook. We are in regular contact with homestay owners via email and telephone to provide regular updates about the initiative and how they can get involved. We re also delighted that blog visits lead directly to online bookings. through a profile their property. Although all blog visitors are being exposed to the brand (we avoid selling on the blog) a key aim is for visitors to then explore the main Mahindra Homestays website. For example. Video has provided a great opportunity for the homestay owners to engage with the initiative. . For example. Mahindra Homestays videos dominate the search results on the leading keyword term India homestays .586 views on YouTube. giving viewers the opportunity to get a real insight into the homestay experience and get a taste of the hosts personality and the sort of hospitality they might receive.000 visits per month. those searching for things to do amongst Indian destinations have a strong change of being exposed to the Mahindra Homestays brand.d) YouTube Our 26 videos including host-led tours of accommodation as well as a short Kerala travelogue from some well-regarded UK travel writers have brought over 21. By offering useful destination content within a friendly community such as the blog enables us to reach our audience. We use Analytics on the blog which is fully customised to help us to measure the effectiveness of the blog. Almost half of this traffic has come via natural search engine rankings. a blog visitor spends 50% more time on the site and visits 35% more pages.
mahindrahomestays. We limit our time on Twitter to a four to six hours each month. Facebook: Each month we review the Insights stats that Facebook provides along with information provided through Google Analytics. One follower had a request for accommodation coverage in Delhi and we were able to act upon this. Our links to new blog content have been retweeted by a number of high profile followers (such as Times Travel in the UK) that provides peaks in traffic.com/ we simply have buttons linking out to our blog. Our initiative supports the community goals and encourages member interaction. The new website will include: Facebook fan box to show site visitors our presence Latest tweets from our Twitter stream Embedded YouTube videos RSS feeds from our blog This tighter integration will go some way to show our website visitors the different platforms and communities outside the main website that will build stronger positive engagements with the brand. podcasts and competitions. This includes videos.B) Twitter: It is harder to measure direct results with Twitter. Learnings Social media (along with search) marketing has become a key part of our online marketing strategy. +2119 Twitter followers). Our aim is to continue to build the blog as a resource for travellers and to strengthen the community. PR coverage We do use Twitter to communicate with the travel trade.000 visits to our fan page. on http://www. One year on we ve had 30. . YouTube. A year after the launch we asked our fans whether they would be more likely to choose a Mahindra Homestay when travelling in India compared to 12 months ago and all responses were positive. We are relaunching the main Mahindra Homestays website later in and 2010 and we plan to better integrate our social media activity. +4500 Facebook fans. image galleries. We ve seen steady sustained growth amongst our community networks (6000 blog visitors/month. We ve utilised media depending on demographics and community needs. guest articles. Facebook and Flickr. Reasoning It meets our business objectives to build awareness of a new brand across different country markets. For example. Time spent on social media must be weighed up with results achieved and we strive to balance our resources across the different networks depending on which generates the best results. What Next We will continue to build our social media activity around the blog and look to integrate this activity more closely onto the main site when it is relaunched.
Testimonials Mahindra Homestays was recently announced winner of Wanderlust magazine s Eureka Travel Innovation award. Our initiative was profiled in The Hindu Business Line Septemer 2009.com) is digital branding and online marketing specialist in the travel sector. Credits Execution Dot Tourism (http://dottourism. We have clearly defined goals and practices in place to assess whether these are met. .Our approach is long term but allows us to maintain agility throughout.com) is digital branding and online marketing specialist in the travel sector. Credits Strategy Dot Tourism (http://dottourism. We feel that the social media marketing initiatives have been a key factor in building awareness of the brand.
Though difficult to learn. SNA software generates these features from raw network data formatted in an edgelist. or using network phenomena to predict other network phenomena. nation-states. have been specifically developed for particular industries such as telecoms and online gaming where massive data sets need to be analyzed. or packages built for scripting/programming languages. sex. and KXEN. Networks can consist of anything from families. legislatures. which has packages for R and Python. and extensive documentation and tutorials are available. by describing features of a network. or even the Internet.Social Network Analysis Social network analysis software (SNA software) facilitates quantitative or qualitative analysis of social networks. either through numerical or visual representation. while scripting tools are more powerful and extensible. adjacency list. classrooms. Network features can be at the level of individual nodes. project teams. such as Idiro SNA Plus. or the entire network. membership on networking websites like Twitter or Facebook. or income (see this e-book for further detail). and the SNAP package for large-scale network analysis in C++. or adjacency matrix (also called sociomatrix). which provides training on the use of its software. GUI packages are easier to learn. dyads. Commonly used and well-documented scripting tools used for network analysis include the statnet suite of packages for the R statistical programming language. soccer teams. This includes using network phenomena such as a tie to predict individual level outcomes (often called peer influence or contagion modeling). igraph. They also come free thanks to open-source licensing. and Cytoscape. For example. GUESS. using individual-level phenomena to predict network outcomes such as the formation of a tie/edge (often called homophily models) or particular type of triad. these open source packages are growing much faster in terms of functionality and features than privately maintained software. the most feature-rich and extensible of these GUI-based software packages. some software packages contain the capability to utilize relational databases to import and/or store network features. triads. Private GUI packages directed at business customers include: Orgnet. such as using a triad formation at time 0 to predict tie formation at time 1.Pajek which is free and for which exists extensive documentation. ties and/or edges. ORA. Some SNA software can perform predictive analysis. disease vectors. . or individual attributes such as age. Other SNA platforms. Widely used and well-documented GUI packages include UCINet for statistical analysis of networks with easy -to-use visualization capabilities. the NetworkX library for Python. Though the vast majority of network analysis software uses a plain text ASCII data format. node-level features can include network phenomena such as betweeness and centrality. often combined with (individual/node-level) attribute data (See Hanneman's chapter on network data for further detail). Network analysis software generally consists of either packages based on graphical user interfaces (GUIs).
network analysis tools are used to change the layout. Idro. With respect to visualization. and have the highest level of functionality in terms of producing high-quality graphics. and Sonamine. . tools designed for medical applications such as SocioMetrica. KeyHubs. Visualization often also facilitates qualitative interpretation of network data. Also worthy of mention are the variety of tools built primarily for network visualization.i2 Analyst's Notebook and Sentinel Visualizer. The International Network for Social Network Analysis (INSNA) maintains a list of software packages and libraries on their Computer Programs for Social Network Analysis page. RapidNet.Visual representations of social networks are important to understand network data and convey the result of the analysis. Ipoint. igraph. tools designed for law-enforcement and intelligence organizations such as SilentRunner Sentinel. NetworkX. tools designed for corporations and businesses such as NodeXL. size and other properties of the network representation. colors. These include general purpose visualization tools such asSocNetV and Tulip. A systematic overview and comparison of software packages for social network analysis was conducted in 2003 by Huisman and Van Duijn (Draft PDF ). Cytoscape. Though all of the tools above contain visualization capabilities. some of which also contain analytic features.
30 1/22/1900 16/2/2011 No of Fans Friends Launch of Fan Page Invited Friends Shared on my wall Invited Friends 3 50 6 10 50 19/2/2011 14 20/2/2011 Invited friends Total fan Till date 22 80 901 .Parameterized testing of Social Network Events of fan pages Date &Time 15/2/2011 10.30 12.
it also helps them to grow at a substantial level. The latest examples of Anna Hazare Protest. The political usage of social media which was used in Obama elections had changed the face of internet community as well. Egypt Crisis and Libya Crisis are new way how the social media works. As this paper constitutes the impact of social media on smaller business. The cost per contact and ROI by using social media works best with SME sector by following the basic rules ment ioned above.Conclusion Social Media can be defined as the new way of communication between people. .
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