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To study the perception towards Facebook Marketing in Surat city

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This presentation is regarding the social media marketing and it would be helpful to conduct survey related it.

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To study the perception towards Facebook Marketing in Surat city

  1. 1. A SUMMER INTERNSHIP PROJECT ON “TO STUDY THE PERCEPTION TOWARDS FACEBOOK MARKETING IN SURAT CITY” Submitted to S.R. LUTHRA INSTITUTE OF MANAGEMENT IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION In Gujarat Technological University UNDER THE GUIDANCE OF Faculty Guide: Company Guide: Mr. Riddhish Joshi Mr. Chintan Gandhi Asst. Professor Chief Executive Officer (U&I Brand Solutions, Surat) Submitted by Ms. NIYATI N. PATEL [Batch No. 2015-17, Enrolment No. 157500592078] MBA SEMESTER III S.R. LUTHRA INSTITUTE OF MANAGEMENT – 750/805 MBA PROGRAMME Affiliated to Gujarat Technological University Ahmedabad July, 2016
  2. 2. 1. INTRODUCTION
  3. 3. Perception Process of Perception 1. Sensation 2. Selection 3. Organization 4. Translation
  4. 4. Factors influencing Perception Factors in the perceiver Attitudes Motives Interests Experience Expectations Perception Factors in the situation Time Work Setting Social Setting Factors in the target Novelty Motion Sounds Size Background Proximity Similarity
  5. 5. What is Social Media Marketing?
  6. 6. Platforms for Social media marketing 1. Social networking websites 2. Mobile Phones
  7. 7. What is Facebook Marketing?
  8. 8. 7 different ways to use Facebook marketing 1. Making the Facebook Page 2. Facebook classic ads  CTR: 0.051%  CPC: $ 0.80
  9. 9. 3. Hosting Facebook contests 4. Facebook promoted posts
  10. 10. 5. Sponsored stories  Facebook claims that Sponsored Stories have 46% higher CTRs and 20% lower CPCs than regular Facebook ads, making them a very serious strategy for marketing on Facebook. 6. Facebook open graph
  11. 11. 7. Facebook exchange (FBX)
  12. 12. 2. INDUSTRY PROFILE
  13. 13. Social media marketing and its strategies
  14. 14. What is ?  Introduction  History  Why Facebook Marketing is important for business nowadays?  Customer Interaction  A personal touch to business  Development of loyal fan base  Beating competition  Viral promotion  SEO  Facebook ads
  15. 15. a. GLOBAL  Facebook passes 1.65 billion monthly active users, 54% access the service only on mobile and 1.51 billion mobile users (up 21 percent year over year)  66.1 percent of all Facebook members use the service daily, and 65.5 percent of mobile members use it daily as well.  Worldwide, there are over 1.65 billion monthly active Facebook users (MAUs) which is a 15 percent increase year over year.  1.09 billion people log onto Facebook daily (DAU) for March 2016, which represents a 16% increase year over year  Five new profiles are created every second.  Facebook users are 76% female and 66% male.  Highest traffic occurs mid-week between 1 to 3 pm.
  16. 16.  Average time spent per Facebook visit is 20 minutes.  Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded.  50% of 18-24 year-olds go on Facebook when they wake up.
  17. 17. b. NATIONAL  In 2016, the number of Facebook users in India is expected to reach 161.8 million. India is 2nd larger country having 65,635,600 Facebook users.  Teens aged 18-24 account for 50% of total Facebook users in India  Nearly 52% of Facebook users in India hardly bother to mention their relationship status  Nearly 75.6% of the total user base in India, which means nearly 69.5 million users are male, whereas close to 22 million odd are female users.  26 million users claimed themselves as singles and 0.78 million engaged.  8.6 million Facebook users had updated their status as married and about 3.6 million as – in a relationship.  Amongst the teens of age 18-24, 19 million users had updated their status as engaged, and 2.2 million said that they were in a relationship, at the same time more than 22 million which is 47% of overall users in the specified age group preferred not to reveal their true relationship status.
  18. 18. c. STATE  Facebook users from four major cities of Gujarat accessed the social network through their smartphones more than other cities of India, including metros  Ahmedabad sees 60 per cent users logged into the networking sites using their smartphones as compared to Delhi, which has 51.6 per cent and Mumbai with 55.2 percent  Other cities of Gujarat—Surat, Vadodara and Rajkot— too topped smartphone for social media users with over 56 per cent users as compared to major cities of India like Chennai, Bangalore, Pune, Hyderabad, Kolkata and Jaipur
  19. 19. d. PESTEL  Political
  20. 20.  Economic best time to share out your content on these social media websites  Facebook – 1 to 4 p.m.  Twitter – 1 to 3 p.m.  LinkedIn – 7 to 9 a.m. or 5 to 6 p.m.  Google+ – 9 to 11 a.m.  Pinterest – 2 to 4 p.m. or 8 p.m. to 1 a.m.
  21. 21.  Social  Technological  Social media industry uses a variety of services, tools, and programming languages to make up its core infrastructure. At the front end, their servers run a LAMP (Linux, Apache, MySQL, and PHP) stack with Memcache. Let’s take a look at exactly what that means:  LAMP (Linux, Apache, MySQL, PHP)  Macache  Languages programmation (java, python, c++, Erlang) Those languages are used to create services. I will give a Few essentials tools Facebook developed(Thrift(protocol),Scribe(log server),Cassandra(Database))
  22. 22.  Environmental  Legel
  23. 23. e. Current Trends 1. Creative use of Facebook video  Features  Facebook Live  Facebook 360 videos  Animated GIF  Instant Articles  Facebook Profile videos  Cinemographs 2. New Facebook messaging tools
  24. 24. 3. Increased share ability factor of content 4. More carousal type of ads 5. Creating Canvas ads for story telling
  25. 25. 7. Lead ad 8. Adding a caption to a video
  26. 26. 9. Increasing click rate
  27. 27. Facebook Marketing Goals
  28. 28. f. Major Players 1. We are Social 2. E-DOLOGIC 3. ALTIMETER GROUP 4. LiVEWORLD 5. Salesforce (Radian & Buddy Media) 6. IZEA 7. Headshift 8. MULLEN 9. 1000 HEADS 10. Ignite Social Media 11. Bonus agency:Simply Zesty
  29. 29. g. MAJOR OFFERINS  Community Management  Social Outreach  Social Analysis  Social Media Measurement  Social network aggregation  Social bookmarking  Social analytics  Automation  Blogging  Validation  Brand ambassador
  30. 30. 3. COMPANY PROFILE
  31. 31. U&I Brand Solutions a. Profile  Established on 1st April,2014  Brand solution provider for all advertising, branding and communication needs  one of a kind company with in-house expertise in every element related to Brand management, Creative Designing, Event management, web solutions and PR A non-exhaustive list of U&I’s skills:  Advertising Campaign  Online Marketing  Design & Printing  Web Solutions  Ad Making  Activations  PR  Event Planning Promotion & Execution  Copy Writing  Product Photography  Creative Solution  Corporate Identity  Social Media Marketing
  32. 32. b. Organogram
  33. 33. c. Departments 1. Accounting department 2. Operations and Management department 3. Marketing department 4. Designing department d. SWOT Strengths  Experienced team of social media marketing  Pure social media marketing services provider in Surat  associated with 210 websites like dalalstreet.com  They have more than 294 follower on twitter, more than 227 subscribe on YouTube and more than 851 likes on Facebook Weakness  Yet to develop a team as company is new in market  Less marketing efforts by company  Lack of potential employees  Expansion of business to new geographic locations inside India is slow.  Lack of decision making ability in employees.  Number of employees is not sufficient for managing clients
  34. 34. Opportunities Threats  huge opportunity as market is wide open and not many players are there in the market  Every single professional, businessman and college students are target market for digital marketing training course  The scope of digital marketing is more in Surat city.  Growing Internet penetration in Surat, India.  Development of technology in Digital ecosystem.  As such no any threat from the market  Old traditional ad agencies promoting them as digital agencies without proper technical knowledge of digital marketing, but create threats for us  Changing economic conditions will affect business.  No of players in market is low, but existing player have larger customer base.  Low barriers in entry and market potential attracting new agencies to the market.  Traditional agencies are now moving to digital also.  Business risk is very high because business is completely based on client’s business.
  35. 35. e. Market Position  positioned as pioneer stage in South Gujarat  Customers are CHARU Jewels, Zota and Ventura Airlines.  main competitors in Surat are:  SEO Professionals  Shushraj  Harmony multimedia  Ivipanan Digital  CodeMax Media  SEO Digitek  Exza Technologies  Digibloom  IND online ads  VJ SEO marketing
  36. 36. 4. REVIEW OF LITERTURE
  37. 37. Sr. No Author’s name Subject Major Findings 1. Azeem, Abdul; ul Haq, Zia. (2012) Perception towards Internet Advertising: A Study with Reference to Three Different Demographic Groups It provides with an insight of five factors which are entertainment, informative, credibility, economy and value are significant predictors of perception towards internet advertising. 2. Duffett, Rodney (Jun2015) The influence of Facebook advertising on cognitive attitudes amid Generation Y Facebook advertising has a favourable effect on the awareness and knowledge hierarchy-of-effects model levels amongst Generation Y in South Africa. 3. YING WANG; WILKINSON, TIMOTHY J.; POP, NICOLAE AL.; VADUVA, SEBASTIAN A (2011) Romanian consumers' perceptions and attitudes toward online advertising Internet use is to be a significant factor in influencing, one of the most important functions is to provide information, online advertising is fun and interesting
  38. 38. Sr. No Author’s name Subject Major Findings 4. Gaber, Hazem Rasheed; Wright, Len Tiu (Oct-2014) Fast-food advertising in social media: A case study on Facebook in Egypt young consumers are accepting the idea of fast food advertising in Facebook, research provides a framework for the factors that lead to consumers' engagement with the advertisements on Facebook. 5. Antonis Kodjamanis and Spyros Angelopoulos (2014) Consumer perception and attitude towards advertising on social networking sites: the case of Facebook Brands should invest in the social communication aspects of Facebook as an advertising mechanism. 6. Jung, Jaemin; Shim, Sung Wook; Jin, Hyun Seung; Khang, Hyoungkoo (Mar2016) Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea Peer influence had the most significant impacts on attitude and behavioural intention across all types of SNA.
  39. 39. 5. RESEARCH METHODOLOGY
  40. 40. a. Problem statement b. Research Objectives c. Research design I. Type of design II. Sampling, frame and sample size III. Data collection IV. Tools for study V. Limitations of the study
  41. 41. 6. DATA ANALYSIS
  42. 42. Respondents Profile 47% 53% 1. Gender Male 30% 68% 1% 1% 2. Marital status Married Unmarried Widow Divorcee
  43. 43. 59% 26% 12%3% 3. Age group (in years) 18-25 26-35 36-45 46-60 34% 26% 36% 4% 4. Educational level HSC or below Graduate Post graduate Doctorate 58% 34% 3% 5% 5. Occupation Student Salaried Housewife Self- employed
  44. 44. Statements 1% 4.5% 25% 50.5% 19% 0 20 40 60 80 100 120 Strongly Disagree Disagree Nuetral Agree Strongly Agree 1. Facebook Marketing is informative. 18% 37.5% 30.5% 12% 2% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 2. Reading Facebook Marketing is waste of time.
  45. 45. 3.5% 5% 18.5% 52.5% 20.5% 0 20 40 60 80 100 120 Strongly Disagree Disagree Nuetral Agree Strongly Agree 3. Facebook Marketing is attractive and creative. 25% 30% 29% 8.5% 7.5% 0 10 20 30 40 50 60 70 Strongly Disagree Disagree Nuetral Agree Strongly Agree 4. Facebook Marketing irritates me. 18% 35% 27.5% 15.5% 4% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 5. I can rely blindly on Facebook Marketing. 10% 36% 37% 10.5% 6.5% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 6. Facebook Marketing is annoying.
  46. 46. 13.5% 28.5% 40.5% 13.5% 4% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 7. Facebook Marketing is misleading. 2.5% 6% 29.5% 44.5% 17.5% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 8. Facebook Marketing is more interesting than traditional marketing. 7% 17.5% 26.5% 39.5% 9.5% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 9. Facebook Marketing affects my purchasing decision of any product/service. 5.5% 13.5% 31.5% 34% 15.5% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 10. Facebook Marketing is more interactive than traditional marketing.
  47. 47. 8% 10% 21.5% 43.5% 17% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 11. Facebook Marketing is more informative than traditional marketing. 6.5% 20% 33.5% 27% 13% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 12. Overall watching Facebook Marketing is important to me. 4.5% 17% 31% 33% 14.5% 0 10 20 30 40 50 60 70 Strongly Disagree Disagree Nuetral Agree Strongly Agree 13. Facebook Marketing is convenient since I can browse products easily. 7.5% 14% 29.5% 33.5% 15.5% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 14. Facebook Marketing helps to find products unfamiliar before.
  48. 48. 2% 8.5% 24.5% 41.5% 23.5% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 15. Facebook marketing is interesting. 5.5% 9.5% 38.5% 25.5% 21% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 16. Facebook Marketing facilitates a large array of products. 25% 45.5% 19% 8% 2.5% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 17. Facebook Marketing is not useful. 2% 7.5% 38% 38.5% 14% 0 10 20 30 40 50 60 70 80 90 Strongly Disagree Disagree Nuetral Agree Strongly Agree 18. Facebook Marketing is functional and practical.
  49. 49. 1% 9% 28% 42% 20% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 19. Facebook Marketing is fun. 5.5% 8.5% 27.5% 43.5% 15% 0 20 40 60 80 100 Strongly Disagree Disagree Nuetral Agree Strongly Agree 20. I enjoy viewing Facebook Marketing. 4.5% 12% 34.5% 31.5% 17.5% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 21. Facebook Marketing is more eye catchy than other media. 5.5% 8% 33% 36.5% 17% 0 10 20 30 40 50 60 70 80 Strongly Disagree Disagree Nuetral Agree Strongly Agree 22. Facebook Marketing is easier to recall brands than on other media.
  50. 50. 6% 18.5% 39.5% 25.5% 10.5% 0 10 20 30 40 50 60 70 80 90 Strongly Disagree Disagree Nuetral Agree Strongly Agree 23. Facebook Marketing is trustworthy. 5% 14.5% 45.5% 35% 0 20 40 60 80 100 Less than 1 year 1-2 year 3-5 years More than 5 years 24. Since how many years do you use Facebook?
  51. 51. 7. FACTOR ANALYSIS
  52. 52. KMO and Bartlett’s Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .788 Bartlett's Test of Sphericity Approx. Chi-Square 976.153 df 190 Sig. .000
  53. 53. There are 6 factors in this survey. Sr. No. Statements Engagement and Entertainment 1. Facebook Marketing is easier to recall brands than on other media. Facebook Marketing is fun. I enjoy viewing Facebook Marketing. Overall watching Facebook Marketing is important to me. Facebook Marketing is more eye catchy than other media. Facebook Marketing facilitates a large array of products.
  54. 54. 2. Facebook Marketing is more interactive than traditional marketing. Comparison with Traditional MarketingFacebook Marketing is more interesting than traditional marketing. Facebook Marketing is more informative than traditional marketing. 3. Facebook Marketing helps to find products unfamiliar before. Easy and influencingFacebook Marketing is convenient since I can browse products easily. Facebook Marketing affects my purchasing decision of any product/service. 4. Facebook Marketing is annoying. Frustrating Facebook Marketing is misleading. Reading Facebook Marketing is waste of time. 5. Facebook Marketing is functional and practical. Efficient 6. Facebook Marketing is not useful. Worthy Facebook Marketing irritates me.
  55. 55. 8. RELIABILITY ANALYSIS
  56. 56. Reliability statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items 0.736 0.738 23
  57. 57. 9. CHI-SQUARE ANALYSIS
  58. 58. 1. Facebook Marketing is misleading * Occupation  H0= There is no significance dependency of Occupation on perception that Facebook Marketing is misleading.  H1= There is significance dependency of Occupation on perception that Facebook Marketing is misleading. Occupation Tot alStudent Salaried Housew ife Self- employ ed Facebook Marketing is misleading. Strongly Disagree 9 14 0 4 27 Disagree 34 20 1 2 57 Neutral 46 29 3 3 81 Agree 22 3 1 1 27 Strongly Agree 6 1 1 0 8 Total 117 67 6 10 200 Value df Asymptotic Significance (2-sided) Pearson Chi-Square 23.673a 12 0.023 Likelihood Ratio 23.715 12 0.022 Linear-by-Linear Association 6.823 1 0.009 N of Valid Cases 200
  59. 59. 2. Facebook Marketing affects my purchasing decision of any product/service * Age group(in years)  H0= There is no significance dependency of Age group on purchasing decision.  H1= There is significance dependency of Age group on purchasing decision. Age group(in years) Tota l18-25 26-35 36-45 46- 60 Facebook Marketing affects my purchasing decision of any product/servic e. Strongly Disagree 10 3 1 0 14 Disagree 23 7 3 2 35 Neutral 34 15 2 2 53 Agree 44 22 12 1 79 Strongly Agree 8 6 5 0 19 Total 119 53 23 5 200 Value df Asymptotic Significance (2-sided) Pearson Chi-Square 13.813a 12 0.313 Likelihood Ratio 14.418 12 0.275 Linear-by-Linear Association 3.097 1 0.078 N of Valid Cases 200
  60. 60. 3. I can rely blindly on Facebook Marketing * Educational level  H0= There is no significance dependency of Educational level on relying blindly on Facebook Marketing.  H1= There is significance dependency of Educational level on relying blindly on Facebook Marketing. Educational level HSC or below Graduat e I can rely blindly on Facebook Marketing. Strongly Disagree 12 9 Disagree 34 9 Neutral 16 21 Agree 6 11 Strongly Agree 1 2 Total 69 52 Value df Asymptotic Significance (2-sided) Pearson Chi-Square 22.448a 12 0.033 Likelihood Ratio 23.259 12 0.026 Linear-by-Linear Association 2.561 1 0.110 N of Valid Cases 200
  61. 61. 10. FINDINGS
  62. 62.  It is found that majority (50.5%) respondents believe that Facebook Marketing is informative.  It is found that 37.5% respondents are Disagree that Reading Facebook Marketing is waste of time.  This survey says that 39.5% are Agree on Facebook Marketing affects my purchasing decision of any product/service and very few (7%) are Strongly Disagree.  Majority of the respondents are agree that Facebook Marketing is more interesting, interactive and informative than Traditional marketing.  It is found that 38.5% respondents are Neutral that Facebook Marketing facilitates a large array of products.  It is found that 43.5% respondents are Agree that they enjoy viewing Facebook Marketing.  It can be said that 38.5% respondents are Agree that Facebook marketing is functional and practical and very few (2%) are Strongly Disagree.  This survey says that 39.5% respondents are Neutral that Facebook Marketing is trustworthy and few(6%) are disagree.  Six factors are found in this study and they are engagement and Entertainment, Comparison with Traditional Marketing, Easy and Influencing, Frustrating, Efficient and Worthy.  The reliability of this survey is found 0.736 which is good.  Moreover, it is also found that there is significance dependency of Occupation on perception that Facebook Marketing is misleading.  This study says that there is no significance dependency of Age group on purchasing decision.  It also tells us that there is significance dependency of Occupation on perception that Facebook Marketing is misleading.
  63. 63. 11. SUGGESTIONS
  64. 64.  From a company perspective there is a huge potential in the Facebook Marketing industry. U&I Brand Solutions should measure the Facebook Marketing awareness in Surat city because many people were unaware about it.  U&I Brand solution should measure its Facebook marketing metrics, they should handle Facebook Marketing activities appropriately to generate more likes, awareness and shares.  For the effective marketing of the brands they can build the strong relationship with Facebook users by organizing the seminars or lectures on social media marketing as many of the users are unaware about Facebook marketing’s features and applicability.  They should adopt various Facebook Marketing strategies for branding and promotion as mentioned.
  65. 65. 12. CONCLUSION
  66. 66.  Facebook is an important marketing tool which offers a company the opportunity to engage with their markets and to learn about customer’s needs. Facebook offers small and large companies new and unique opportunities to engage with their customer and learn about customers’ needs. From this study we can conclude that the perception towards Facebook Marketing in Surat city is positive.
  67. 67. THANK YOU

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