TABLE OF CONTENTS

PROJECT TITLE :
DIGITAL AND SOCIAL MEDIA MARKETING AND IT’S STRATEGIES. A
STUDY OF DELHI HEALTH DEPARTMENT, UNDER DEPARTMENT OF
HEALTH AND FAMILY WELFARE, NCT OF DELHI
INTRODUCTION
 INTRODUCTION

DIGITAL MARKETING
MEANING:
is the promotion of products or politicals via one or more
Digital Marketing forms of electronic
media. The key objective is promotion of politicals through Electronic media It
is
the promotion of products or politicals via one or more forms of electronic
media, differs from
traditional marketing in that it uses channels and methods that enable an organization to
analyze marketing campaigns and understand what is working and what isn’t – typically in
real time.

Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel most closely associated with digital marketing, others include wireless text
messaging, mobile instant messaging, mobile apps, podcasts, electronic billboards, digital
television and radio channels, etc.

Why digital marketing is important :

Digital media is so pervasive that consumers have access to information any time
place they want it. Gone are the days when the messages people got about your products
services came from you and consisted of only what you wanted them to know. Digital
media is an ever-growing source of entertainment, news, shopping and social interaction,
and consumers are now exposed not just to what your company says about your political,
but what the media, friends, relatives, peers, etc., are saying as well. And they are more
likely to believe them than you. People want politicals they can trust, companies that know
them, communications that are personalized and relevant, and offers tailored to their needs
and preferences. There’s no denying it, the world is rapidly shifting from analogue to
digital. People are consuming more and more digital content on a daily basis – on mobile
phones, laptops, desktop computers at work, and more – and companies that have not yet
recognised this in their plans and strategies need to adapt fast.

The facts are that digital methods of communication and marketing are faster, more
versatile, practical and streamlined, so it is perhaps unsurprising that once the technology
became available we began quickly moving into the digital age. The good news is that
digital offers just as much potential to marketers as it does to consumers.

The Reality is, people spend twice as much time online as they used to 12 years ago.
And while we say it a lot, the way people shop and buy really has changed, meaning
offline marketing isn’t as effective as it used to be
Some of the most common assets and tactics:

 Your website
 Blog posts
 APP
 E books and whitepapers
 Info graphics
 Interactive tools
 Social media channels (Face Book, LinkedIn, Twitter, Instagram,APP Websites etc.)
 Earned online coverage (PR, social media, and reviews)
 Online brochures and look books
 Politicaling assets (logos, fonts, etc.)

TACTICS:

SEARCH ENGINE OPTIM IZATION (SEO)

The process of optimizing your website to ‘rank’ higher in search engine results pages,
therefore increasing the amount of organic (or free) traffic that your website receives.

CONTENT M ARKETING

The creation and promotion of content assets for the purpose of generating political
awareness, traffic growth, lead generation, or customers.

INBOUND M ARKETING

Inbound marketing refers to the ‘full- funnel’ approach to attracting, converting, closing, and
delighting customers using online content.
SOCIAL M EDIA M ARKETING

The practice of promoting your political and your content on social media channels to
increase political awareness, drive traffic, and generate leads for your business.

PAY-PER -CLI CK (PPC)

A method of driving traffic to your website by paying a publisher every time your ad is
clicked. One of the most common types of PPC is Google Ad Words.
AFFILIATE MARKETING

A type of performance-based advertising where you receive commission for promoting

someone else’s products or services on your website.

EMAIL MARKETING

Companies use email marketing as a way of communicating with their audiences. Email is
often used to promote content, discounts and events, as well as to direct people towards the
business’ website.
 ONLINE PUBLIC RELATIONS

Online PR is the practice of securing earned online coverage with digital publications, blogs,
and other content-based websites. It’s much like traditional PR, but in the online space

THE HISTORY AND EVOLUTION OF DIGITAL

MARKETING :
The term Digital Marketing was first used in the 1990s. The digital age took off with the
coming of the internet and the development of the Web 1.0 platfor m

The WEB1.0
. The digital age as we now know it began with the Internet and the Web 1.0 platforms of the
early 1990s. This was a rather static world in which users could get the information they
desired but it could not be shared on the web. There was no such thing as interaction, as the
only activity was reading of content. In 1993, we saw the entrance of the first clickable
banner ad and by the next year, Hotwired, had begun to purchase huge numbers of banner
ads. This was really the first step in getting us all shifted over to a new digital age.

THE BIRTH OF GOOGLE

New technology began to make its entrance into the digital marketplace after about 1994 and
in 1998, Google was founded. Blogger came soon after in 1999. About this time social
networking sites began to be birthed and Blackberry had launched their own mobile email
program. MySpace was one of the first social sites to arrive on the social scene and Face book
came soon afterward. It did not take too long for companies to realize that these presented
them with some excellent opportunities and soon these social sites became new way for
businesses to communicate directly with consumers. Businesses began searching for new
ways to implement web marketing strategies so that they could capitalize on the new
digital platforms. It did not take long for Google to start expanding and improving their
internet search engine. Savvy marketers soon learned how to implement search engine
optimization strategies in order to improve the ranking of their sites. Google also added
options like Ad Words and Ad Sense to marketing potential. It wasn’t long until Google
figured out how to analyze content that was entered in a query in order to target users with
ads relevant to their interests. Google was not actually the first ones to incorporate targeted
ads, but they did help develop algorithms which helped search results become prioritized.

THE “COOKIE”
Advertising networks soon began to develop ways that they could capitalize on some of these
new developments and the “cookie” came on the scene. The first cookie was actually
developed in an attempt to analyze user’s browsing habits. But since its inception it has
evolved into a useful part of the e-commerce sector and allows marketers and businesses
ways of collecting literal user data. Amazon still uses this method for targeting its audiences
and offering them products based on previous searches. This was a huge impact on the digital
marketing.

ENTERTHEWEB2.0:
The Web 1.0 slowly evolved into the Web 2.0. In this new digital world, audiences were no
longer passively taking in information; but instead, the internet became a sort of super
highway where users could directly interact with both other users and businesses. The Web
2.0 became a social world at last. In the early 2000s, numerous networks and social platforms
were developed which allowed users to connect and interact. By 2004 we saw the rise of sites
like Word Press, LinkedIn and finally Face Book. It was not long before social media became
a thriving entity and we saw more sites like Digg, Skype, Flickr, and Gmail all make their
appearance. By the end of 2004, internet advertising in the US alone brought in around $2.9
billion. By 2005, YouTube had entered the playing field and now there are more than 3 billion
hours spent watching YouTube videos each and every month. In 2007, the IPhone began to
change the web one more time and everything began to shift to cater to the mobile user. By
2010, mobile marketing alone brought in approximately $650 million.
DIFFERENCE BETWEEN TRADITIONAL AND DIGTAL
MARKETING :
TRADITIONAL MARKETING DIGITAL MARKETING
 Marketers can easily reach their
target local audience.
 Traditional marketing has a more
personal approach since marketers
can have a person-to-person
relationship in informing the public
about their political’s name.
 The public can have a hard copy of
materials of which they can read or
browse through over and over again.
 It can be easily understood by the
public because they are already
exposed to this kind of strategy. It is
something that most people can have
access on.
 There is only a little interaction
between the medium used and the
customers. It is more of providing
information to the public that the
political
exists with the hope of these
people patronizing the
political.
 Print or radio advertisements can be
very costly. Printing materials can be
expensive and you need to hire
 Not only target local audience can be reached,
but as well as the audience from all around the
globe.
 Since it can reach a finite audience, getting
more popular is easy. There is no need to be
physically present in introducing the political’s
name to the audience.
 The public can also have access on different
content on websites and videos on Youtube or
video sharing websites.
 Strategies implemented can reach target
market with Internet connection. Most target
audience is groups of people who have digital
devices and are always online 24/7.
 Interaction is very possible especially with the
use of social media networks. Marketers take
advantage of the convenience of
communicating with their target audience
aiming to get positive customer feedback.
 Digital marketing is cost-efficient. The use of
social media websites is free of charge.
Though some invest on paid ads online, the
 people to distribute these. Businesses cost is still cheaper if you compare to
have the need to invest money for traditional marketing.
this marketing strategy.

BARRIERS OF DIGITAL MARKETING :

Barrier 1: TAKING DIGITAL MARKETING LIGHTLY :

Obviously senior professionals recognize that digital technology is all around them, but
their own experiences tend to be limited to a consumer or individual perspective. Though
many consumer technologies get converted to professional applications, their use in
business settings is generally more complex than personal ones. And understanding
technology as an individual consumer does not readily translate to a broader perspective in
terms of economic, industry and organizational applications and implications. The
commonly- held notion that digital technologies are “just tools” further undermines their
importance, disregarding the fact that mastering modern-day means of communication and
collaboration is far more complex and challenging than traditional approa ches. The pen
may be mightier than the sword, but it is a far more primitive instrument than an electronic
device.

Barrier 2: Lack of knowledge and understanding of Digital Era realities :

In spite of their smart phones, tablets, and favo urite mobile apps, most senior professionals
are still digital rookies. They are unable to put today’s technologies in historical context, both
with respect to the Digital Era and in the larger scheme of human history and technological
evolution. They are often unaware of or have limited knowledge of technology trends that
could have a significant impact on their industries and organizations – either by significantly
enhancing or disrupting their current business models. Current trends that have potentially
widespread implications but are not widely understood include digital currency, 3D printing,
and cognition as a service. And of course there are a host of risks and issues that need to be
understood in a digital context, including privacy, taxes, cyber security and more. Even when
it comes to the tools themselves, most leaders remain uninformed about the wide range of
platforms and technologies that enable more efficient and effective approaches to
communication and collaboration.
We often talk about the need for organizational leaders to carve out time for environmental
scanning and strategic reflection. Leaders must now add a digital dimension to that
imperative, making it even more crucial.
BENEFIT OF DIGITAL MARKETING FOR PRESENT
BUSINESS :
 Global reach - A website allows you to find new markets and trade globally for only a
small investment.
 Lower cost - a properly planned and effectively targeted digital marketing campaign can
reach the right customers at a much lower cost than traditional marketing methods.
 Track able, measurable results: Measuring your social media with web analytics and
other online metric tools makes it easier to establish how effective your campaign has
been. You can obtain detailed information about how customers use your website or
respond to your
advertising. Web analytics can be set up to show you exactly how much money you make
from each digital tactic.
 Personalisation - if your customer database is linked to your website, then whenever
someone visits the site, you can greet them with targeted offers. The more they buy from
you,
the more you can refine your customer profile and market effectively to them.
 Openness - by getting involved with social media and managing it carefully, you can
build
customer loyalty and create a reputation for being easy to engage with.
 Social currency - digital marketing lets you create engaging campaigns using different
types of rich media content. On the internet these campaigns can gain social currency -
being passed from user to user and becoming viral.
 Improved conve rsion rates - if you have a website, then your customers are only ever a
few clicks away from completing a purchase. Unlike other media which require people to
get up and make a phone call, or go to a shop, digital marketing can be seamless and
immediate.

The following are the channels that are playing an active role in the development of digital
marketing industry in India.

Mobile Marketing :

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

Adoption for the mobile device is getting higher day by day. SMS marketing is one of the true
mass market media channel across many demographics before the convergence of mobile
internet and mobile devices.

SOCIAL MEDIA MARKETING

MEANING :- Social media marketing programs usually center on efforts to create content
that attracts attention and encourages readers to share it with their social networks.

A corporate message spreads from user to user and presumably resonates because it appears to
come from a trusted, third-party source, as opposed to the political or company itself. Hence,
this form of marketing is driven by word-of-mouth, meaning it results in earned media rather
than paid media.

Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters political awareness and often, improved
customer service. Additionally, social media serves as a relatively inexpensive platform for
organizations to implement marketing campaigns.

WHY SOCIAL MEDIA MARKETING IS IMPORTANT

Social platforms help you connect with your customers, increase awareness about your
political, and boost your leads and sales. With more than three billion people around the world
using social media every month, it’s no passing trend.There are numerous reasons why many
organisations, NGOs and businesses are tapping into the social media marketing side of the
media marketing.

 Build Awareness
If people don’t know about your business, they can’t become your customers. Social media
boosts your visibility among potential customers, letting you reach a wide audience by using a
large amount of time and effort. And it’s free to create a business profile on all the major
social networks, so you have nothing to lose. Define what you want to get out of social media
to develop a social media strategy. Do you want new customers to discover your services? Do
you hope to bring more local shoppers into your stores? By keeping your strategy specific,
you can determine which social media channels are the best fit for your business.

 Communicate Authority

Customers are increasingly savvier and more discerning about which businesses they
support. Before making a decision, they’ll do a quick search to browse your website
and social media. Will they find an empty storefront or a rich source of information?
Setting up robust profiles that you update frequently with relevant content will build
your political’s authority and make sure you make a positive first impression through
social media, showing that your business is trustworthy, knowledgeable, and
approachable. Look for ways to demonstrate your expertise as a thought leader in your
industry—like writing pieces related to your expertise or expanding on your
company’s mission. By showing what your business offers and values, you will
establish confidence in potential customers.

 Show Authenticity

Customers aren’t interested in businesses that publish dry, corporate-style social media
posts.Instead, let your political’s personality shine through in everything you share on social
media. What does your political voice sound like? How does it represent who you are?
Practice getting your tone just right, whether it’s casual and funny or formal and friendly. Be
true to who you are, not who you think you should be. Followers want to see real people
behind your social profiles. Show them.

 Encourage Engagement

Social channels evolve, constantly releasing new features, and this rapidly changing
environment can be intimidating for some business owners.But remember: you don’t
have to do everything. Play with new ways to connect with your audience, and give
yourself permission to learn as you go. One day, you could post a series of Instagram
Stories to give customers a behind-the-scenes tour of your office. The next, you could
host a quick Q&A session via Facebook Live video streaming. Over time, you’ll get a
better idea of your followers’ preferences.

 Provide Support
Social platforms have successfully broken down barriers between companies and their
customers. Now, instead of calling a customer service line, many people turn to Facebook or
Twitter to solve problems or find information.Develop your reputation as a responsive, caring
political by offering support through social channels: Create a system for tracking customer
comments, questions, and complaints on social media.

1. Respond as quickly as possible to questions and concerns.

2. Go out of your way to be positive and helpful.

3. Listen to criticism and make customers feel heard.

4. Know when to resolve public conversations in private messages.

 Grow Affordably

Marketing costs add up, and not every business can afford huge campaigns. But you can get a
lot of value for your dollar with social media advertising. Your business, regardless of size or
budget, has an opportunity to grow your audience and reach your objectives through ads on
social platforms like Facebook and Instagram. When building an ad campaign, know who
you’re trying to reach and what goal you want to achieve so you don’t waste any of your
budget on unhelpful advertising. Avoid overly salesy ads, and opt for content that educates or
entertains (or does both at the same time). Social media is a crucial part of your business
marketing, but it doesn’t have to be stressful to manage. Take the first step, create a profile,
and start engaging with your customers.

Social media marketing tools

1. Besides research tools, various companies provide specialized platforms and tools for
social media marketing:
2. Social media measurement
3. Social network aggregation
4. Social bookmarking
5. Social analytics
6. Automation
7. Social media
8. Blog marketing
9. Validation

Different Methods of Social Network Marketing

Social network marketing is popularly called as Internet marketing. Today you can find many
ways for internet marketing. Many people who enter this online marketing are less worried
because of its guaranteed success. If you see in Internet totally all types of products has been
marketed online without much effort. Internet attracts many business people to promote their
business online. Social network marketing is grown to such a height that today many people
can't earn without it.
Some of the most recognized network marketing tools are Face book, My Space and
LinkedIn. Twitter became regular place for people who have newly entered the field of social
network marketing.

1. Blogging: When you start Blogging or posting your data about any product, you can
see less response from clients. Later it will become big business via blog. Websites
and blogs are most powerful tools for social network marketing when matched with
other networking tools. Blog is an amazing tool which provides many other facilities
in addition to just marketing your business. It also helps you to communicate with
other clients in case if you have any problems.

2. Personal website or blog: It is important to have private website if you are a

freelancer. Your website will help your clients to know about you and it will make
them clear that you are a serious freelance marketer and help to make huge revenue
via online marketing.

3. Article selling: It is also best and cheap internet marketing method. It is a mode of
advertising our trade just by writing articles and attracting endless number of users
across world. We usually sell our articles to different article database websites and
article directories. Today it provided free business to many advertisers and publishers
and they are really benefited through their articles.

4. Email sending: Electronic mail sending is the best way to marketing. Collect list of
email addresses through portfolio websites and email about your business to all
internet users. Your Email should be attractive in such a way that your recipient will
be impressed to get back to you.

5. Use social networking websites: Social networking websites like Twitter, face book
can be used to promote your sales. These provide best platform for all who are
thinking of online marketing.

6. Video promotion: Use several video distribution websites for your marketing. These
websites uploads your service to the whole world. All that you need to do is film a
video about marketing and send it to video uploading sites like You Tube. It seems it is
the easiest way of marketing than any other modes since many people will be
interested in view videos rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients and increases
relationship among them.

8. Search Engine Optimization: It improves the traffic to your website by providing

quality web content. It uses RSS feeds and many SEO techniques.

Social networking websites and blogs

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

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

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

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

Implications on traditional advertising

1. Minimizing use
Traditional advertising techniques include print and television advertising. The Internet had
already overtaken television as the largest advertising market. Websites often include banner
or pop-up ads. Social networking sites don’t always have ads. In exchange, products have
entire pages and are able to interact with users. Television commercials often end with a
spokesperson asking viewers to check out the product website for more information. Print ads
are also starting to include barcodes on them. These barcodes can be scanned by cell phones
and computers, sending viewers to the product website. Advertising is beginning to move
viewers from the traditional outlets to the electronic ones.
2. Leaks
Internet and social networking leaks are one of the issues facing traditional advertising. Video
and print ads are often leaked to the world via the Internet earlier than they are scheduled to
premiere. Social networking sites allow those leaks to go viral, and be seen by many users
more quickly. Time difference is also a problem facing traditional advertisers. When social
events occur and are broadcast on television, there is often a time delay between airings on the
east coast and west coast of the United States. Social networking sites have become a hub of
comment and interaction concerning the event. This allows individuals watching the event on
the west coast (time-delayed) to know the outcome before it airs.

3. Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their customers.
However, organizations must protect their information as well as closely watch comments and
concerns on the social media they use. A flash poll done on 1225 IT executives from 33
countries revealed that social media mishaps caused organizations a combined $4.3 million in
damages in 2010.The top three social media incidents an organization faced during the
previous year included employees sharing too much information in public forums, loss or
exposure of confidential information, and increased exposure to litigation
An example of a social media mishap includes designer Kenneth Cole's Twitter mishap in
2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo. Rumor is they heard
our new spring collection is now available online at [Kenneth Cole's website]".This reference
to the 2011 Egyptian Revolution drew objection from the public.

General Social Networking Statistics

• 62% of adults worldwide now use social media
• Social networking is most popular online activity, with 22% of time online spent on
channels like Facebook, Twitter and Pinterest
• 65% of the world’s top companies have an active Twitter profile
• 90% of marketers use social media channels for business, with 93% of these rating
social tools as “important”
• 43% of marketers have noticed an improvement in sales due to social campaigns
• 72% of marketers who have worked in social media for three or more years said that
they saw a boost in turnover due to social channels (the longer you’re working in it the better
you get)
• 91% of experienced social marketers see improved website traffic due to social media
campaigns and 79% are generating more quality leads.
• The average time spent by marketers on social media is 1-5hrs per week for those just
getting started and 6+ hours per week for those with 3+ years of experience
• The most popular social networking tool for marketing is Facebook – being used by
92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
• LinkedIn is 4X better for B2B lead generation than Facebook and Twitter
• Only 10% of marketers are actively monitoring social media ROI
• Only 22% of businesses have a dedicated social media manager
• 23% of Fortune 500 companies have a public-facing corporate blog
• 58% of Fortune 500 companies have an active corporate Facebook account, 62% have
an active corporate Twitter account
• 47% of customers are somewhat likely to purchase from a political that they follow or
like

INDIAN MARKET
 India’s Internet economy is expected to reach Rs. 10.8 trillion by 2016, as the
country’s growth rate in this segment is far ahead of many of the developing nations,
reported by BCG.
 According to BCG, the India Internet economy contributed to 3.2 trillion rupees to the
overall economy in 2010, 4.1% of the country’s GDP, & could triple in 4 years’ time.
 More than 39 million Internet users who form 86% of the total Internet audience,
visited social networking sites in July 2011
 The total Indian social networking audience grew 43 percent in the past year, more
than tripling the rate of growth of the total Internet audience in India
 India now ranks as the seventh largest market worldwide for social networking India is
adding Internet users at the rate of almost 5-7 million a month, and at the current pace
it will surpass the US, which has about 245 million users, in less than two years.
• Active user base per month in India is close to 30 Million marks which is still a
pretty large market but not as big as portrayed by some consultants.
• India has close to 10 million online shoppers and is growing at an estimated 30%
• India e-tailing market in 2011 was about $600 Mn and expected to touch $9 Bn by
2016 and $70 Bn by 2020 – esti the country the third-largest Internet market in the
world after China and the United States.
• There are more Internet users in towns with a population of less than 5 lakh than in
the top eight metros put together.
• “About 2 billion people worldwide access the Internet and 25% of them are from
China. India contributes about 6% to the world's Net population and the US
12.5%.
• The survey found that more than 75% of Internet usage is among school- and
college-going students and those who have recently graduated
• Mumbai has the highest number of Internet users (6.2 million) followed by
Delhi/NCR (5 million), Kolkata (2.4 million) and Chennai (2.2 million).
 The percentage of companies using social media in top 5 markets is:
 China: 82%
 USA: 71%
 India: 70%
 Brazil: 68%
 Canada: 51%

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

OBJECTIVE OF THE STUDY

• To study the Online target voting audience

• To study the Social media presence & promotion of different government

schemes and initiatives.

• To increase audience engagement & generate leads

• Easier access to ministers through web & social media.

• To give timely updates to the residents of a particular

society/colony/locality

• To analyze the effective communication strategy through social

networking sites.

• To study the effectiveness of political communication through social

networking sites from its users and communicators.

• To find the impact of interaction through these communication among

Indian users (with reference to Face book, Twitter and Instagram).
LITERATURE REVIEW
1 A Study done by Michael Rodriguez, Vijaykumar Krishnan, Robert Peterson stated
that

The implementation of Social Media Technology in A Firm’s Marketing Strategy has

been adopted by some forward-thinking sales forces. Sharing content and building a
network of contacts are the principles behind social media. The utilization of social
media (e.g., LinkedIn and Twitter) for reaching business-to-business clients is a
relatively new phenomenon with performance outcomes essentially unknown. Data were
collected from 1,699 business-to-business salespeople from over 25 different industries.
Using structural equation modelling, the findings support that social media has a
positive relationship with sales processes (creating opportunities and relationship
management) and relationship sales performance.

2) A study by Smiths, Narayanswamy Ramasubbu , M S Krishnan and C Fornell done

on December 2006 stated that

“Web Sites Are Important Components Of Internet Strategy For Organization”.

They show the relevance of the business domain of a Web site to gain a contextual
understanding of relative importance of Web site design elements. They use a
hierarchical linear modelling approach to model multilevel and cross-level interactions
that have not been explicitly considered in previous research. By analyzing data on more
than 12,000 online customer surveys for 43 Web sites in several business domains, they
found that the relative importance of different Web site features (e.g., content,
functionality) in affecting Business

3) A study done by Xi Leung, Billy Be stated that

The unprecedented popularity of social media outlets have forced scholars to Inquire
About Their Marketing Effectiveness, Especially In The Hotel Industry. This study
attempted to explore the “Marketing Effectiveness of Two Different Social Media
Sites (Face Book And Twitter) In The Hotel Industry”. Integrating the attitude-
toward-the-ad (Ad) model with the concepts of attitude-toward-social- media-page, the
study proposed a theoretical model of hotel social media marketing effectiveness. The
results revealed that hotel customers' social media experiences influence their attitudes-
toward-social- media-site, which in turn influences their attitudes-toward- hotel-political,
and that hotel customers' attitudes-toward-hotel-political affects their hotel booking
intentions and, in turn, intentions to spread electronic word of mouth. The study also
 indicated that different social media sites demonstrate the same marketing effectiveness,
suggesting that hotel managers use the same marketing tactics

4) A Study done by University of Minnesota, US states

The ubiquity of social media (e.g., Face book, Twitter) is no more apparent than at the
university. “Social media are increasingly visible in higher education settings as
instructors look to technology to mediate and enhance their instruction as well as
promote active learning for students”. Many scholars argue for the purposeful
integration of social media as an educational tool. Most of the existing research on the
utility and effectiveness of social media in the higher education class is limited to self-
reported data (e.g., surveys, questionnaires) and content analyses. This paper
summarizes the scholarly writings as well as reviews the findings of empirical
investigations. Some limitations are discussed, and future areas of research are
proposed.

5. University of Stavanger, Norway (2015-16), Research has shown For many TUTION
CENTRE, therefore, the corporate website has emerged as the main tool for inter-
organizational and intra-organizational information exchange, as well as for sales and
promotion activities. The extent, to which the hotel websites can attract and retain traffic,
significantly influences the volume of business translated on them. In order of significance
to the hotel website`s performance, this paper is based on a study of performance of 85 hotel
websites. Significance of seven main factors, which influence the two measures of the hotel
website performance, the Reach and Loyalty, was checked. Information content, Easy of
Navigation, Security, Usability, and Customization were found to be the significant
predictors of the hotel website Reach and Hotel website Loyalty.
 RESEARCH
METHODOLOGY
PROBLEM DEFINITION: Determining The Factors to Find the Potential model
related to Information Dissemination & Digital Presence for the work done by
Department of health and family welfare, NCT OF DELHI

DATA COLLECTION APPROACH :

SOURCES OF DATA COLLECTION:

Primary Data :

Primary Data is collected during Training, Observation, Interaction, Collecting data from the
various ministers for the design of Questionnaire, Discussion with the Health Department
employees, assistance and executives of the Health Department

SECONDARY DATA :

Secondary data is collection from the Official website of the Health Department : -
www.health.delhigovt.nic.in

RESEARCH DESIGN:
 SAMPLE FRAME : Various Societies in North and East Delhi
 SAMPLE UNIT : Colonies in Delhi where constant work is done
 SAMPLE SIZE : 110 residents
 SAMPLING TECHNIQUE: Systematic Sampling
 RESEARCH TYPE: Exploratory Research followed by Descriptive Research
 SURVEY TOOL : Structured Questionnaire
 DATA ANALYSIS : SPSS and MS Excel

DESCRIPTIVE STUDY:
Descriptive Study determines and reports the way things are. It has no control over what is
and it can only measure what already exist. Descriptive Research also known as Statistical
research describes data and characteristics about the population or phenomenon being
studied.
BENEFITS OF THE STUDY :
This study helps to know the importance of information dissemination and social media
marketing with the help of digital marketing tools for the promotion of work done by Delhi
Government among masses.
To analyze and find the effectiveness of communication strategy in developing
systematic communication through social networking sites was done with the
survey method and content analysis in the research.

Methods of data collection

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

Research design

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

Survey

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

Sampling

Non probability sampling technique is used to collect the opinion

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

Content analysis

In content analysis, the following three popular social networking sites were
selected to find the effective political communication among its users (Face
book, Twitter and Instagram).
Parameters and units of analysis

1. Target group: category of audience visiting these sites.

2. Types of advertisements: what are the types of political communication
followed by them?
3. Ads placement: how do these sites place their ad in their pages?
4. Communication strategy: kinds of political promotion used by them.
5. Visual appealing factors: regarding the appearance of these sites.
6. User Interaction: kinds of participation with the political.
7. Accessibility: how legibly they present themselves.
8. User interest: the forms of expectations from users in these sites.
9. Customization: the factors that the users could create by themselves.

LIMITATIONS OF THE STUDY

 Due to some reluctant behaviour it was very difficult to collect the data from the
respondents.
 The study was made only with limited number of samples.
 A major limitation as most of them too busy during working hours, the survey was
done only on the allotted time.
 Time constraint was the major limitation of the study, due to this, in depth study of the
area was not possible. Since the samples are limited to areas of Delhi, the whole
potential could not be derived.
 the results of the study cannot be predicted as accurately
 Lack of data availability for meeting all the goals defined before the pilot phase of
projects
CHAPTER
2
EMPLOYER PROFILE
Health & Family Welfare Department of Govt. of NCT of Delhi has
tremendous health care responsibilities. The department caters to
health needs of nearly 160 lakh population of the ever-growing
metropolis and also has to share the burden of migratory as well as
floating population from neighbouring states which constitute nearly
33% of total intake at major hospitals in Delhi. The department plays
a significant role and is committed to provide health care facilities
to the people of Delhi.

The Department of Health & Family Welfare of Government of NCT of

Delhi is headed by the Principal Secretary. He is the controlling
authority for Directorate of Health Services, Department of Health &
Family Welfare; all Hospitals under Government of NCT of Delhi;
Autonomous Bodies under Government of NCT of Delhi like IHBAS,
Delhi AIDS Society, CATS; Directorate of Food Adulteration; Drug
Controller and other National Programmes. This department liaisons
with all other local bodies viz MCD, NDMC, Cantonment Board and
other Government and Non Government Health Care Organizations
functioning in the State of Delhi. The Principal Secretary coordinates
for the Government of NCT of Delhi with the Ministry of Health &
Family Welfare, Government of India.
 SWOT Analysis: Social Media
Strengths:
Large market reach or penetration and it’s Very useful if you are setting up a digital
engagement strategy (to new people, young people).Social media builds a conversation and
converse with others and build close networking bonds which share quick information
exchange.It Lets you follow and connect with people/groups that interest you – but are not
necessarily your friends (as with Facebook). Authors, celebrities, co-workers, colleges,
organizations etc.The campaigns are generally Cost-effective in the sense most of the
platforms are free. They just demand time,there is a Human factor: Your “political” becomes
more HUMAN.Media exposure can be another strength of this.While Twitter is in a strong
market position in micro-messaging. Facebook is the only real competitor here – and they
attract users for different reasons.It helps to Build strong, long term relationships through
online social networking, at a faster pace than just relying on traditional face-to-face
networking and Gets tons of publicity.The industry Has developers creating hundreds of
applications around its API. It is totally RSS-enabled.

Weaknesses:
Tough to train or convince management team/group members on social media principles as A
lot of “Why Bother” from most mainstream (i.e. Facebook users) people are there.The
industry has low retention rate. Only 40%.Lacks tools or resources to track and monitor
social media campaign results.There is concern about information leakage, liability, security,
and management also.
Effort vs results: Even if it is more measurable than other channels, it is difficult (especially
for small business operations) to balance the effort put on social media against the results
obtained
Consistency: Engaging with your audience at a direct level means more efforts in terms of
keeping a consistent message/ corporate image
Making up for mistakes: The time-frame to correct errors that affect your audience is less.
Because you are heavily exposed, your company has to take action more promptly than if you
weren’t (especially if people are having conversations about your political, you will have to
engage and clarify)
Blocked at many work sites: management sees it drops productivity; hurts bottom line

Opportunities:
Creating/joining online presence on sites where the company currently doesn’t exist, Great
opportunity for individuals and organizations to connect and exchange information. It opens a
New target or niche markets that are untapped: students, the public.
Partnerships with other groups, organizations, schools, government, etc
Penetration into a new geographical market quickly
Recruitment of interested new members, students, public support and allows you to build
short and long term relationships with prospects. It humanizes the ‘political’ and makes the
recruitment process more personal.
Can gain deep insights into real-time trends, news, and all of us; “be the pulse of the internet”
as said by Founder Biz Stone
Integration into real-time games, media, and apps. We’ve barely scratched the surface so far
on what’s possible. Twitter as real time infrastructure.
It may become the dominant way for businesses to communicate with their customers as
quick delivery, politicaling opportunities, and enhanced marketing opportunities are there.
Being present where stuff happens: People research for info/products/services online and
value more the opinion of other individuals than whatever a company may say about their
own offer. If your company is present in an interactive environment like social media, the
opportunities for engagement, conversion and most importantly clarification of doubts
regarding your political, are countless.
Developing a following/ audience those auto-nurtures itself: Your efforts in Social media,
together with the effort of your following may mean that your audience becomes your best
sales people
Talent coming your way effortless: Because of the possibilities of exposure that Social Media
allows for, interacting here may mean that future talent (in the shape of employees, partners
or, you-name-it) will come your way through the power of connecting online!
Reach out to certain groups that traditional media didn’t allow you to: Because Social media
is for everyone, sooner or later you’ll come across people you never thought of as your client.
This opens the doors to building new relationships but also to valuable feedback that can help
you develop your products or services more intelligently

Threats:
Competitor is going after the same space or same audience with similar campaign and the
question also arises whether the current campaign sustainable, can it continue? There can be
threat of Attitudes on privacy: while lately it seems everyone is willing to share the most
intimate as well as mundane details of their life – there could easily be a backlash against this
trend. We’ve all heard of a few embarrassing stories about over-sharing online, and a few
high-profile examples might make people rethink their habits. Micro-messaging may just be a
fad. There’s nothing inherently awesome about 140 characters. It got too much publicity in a
short time. May get burned out and getting dangerously spammy/porn spammy.The market
doesn’t have solid revenue model (future advertisements?)
Other social networking sites (MySpace, Tagged, Friend feed, identi.ca, others) may grow and
steal market share and Acquisition by a bigger player (Google) may disappoint early adopters
and loyal users.
 CHAPTER 3
ANALYSIS AND
INTERPRETION :
 QUESTIONNAIRE

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

I am a student of Maharaja Surajmal Institute, Janakpuri and presently doing a

project on “Analysis of Social Media Networking & Strategies” A study on
effective communication strategy in developing communication“. I request you
to kindly fill the questionnaire below and I assure you that the data generated
will be kept confidential.

PART-A
1. Age

2. Educational Qualification

3. Marital Status

4. Occupation

PART-B

4. How often do you use internet?

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

5. Are you aware of social networking sites?

• Yes
• No

6. How often do you log in those networking site?

• Daily
• 2 to 3 times a day
• Once a week
• More than 3 times a day

7. Are you aware of digital marketing?

• YES
 NO
8. In which SNS do you find ads communicated well?
• Facebook
• Instagram
• Twitter
• Others

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

• Web banner
• Pop ups
• Flash ads
• Video ads
• Interstitial ads
• Mobile Ads

10. Do you agree ads appearing in SNS?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

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

12. What kinds of Political communication attract you in SNS?

• Interactive Flash ads
• Banner ads
• Games, quiz, updates
• Video ads

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

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Asnwers Valid Cumulative

Frequency Percent Percent Percent

Once a week 47 42.7 42.7 42.7

2 to 3 days a week 63 57.3 57.3 100.0

More than 3 hours a day 110 100.0 100.0

INTERPRETATION:

According to the Survey, 42.7% Respondents use internet once a week for their social media
purposes and 57.3% Respondents use it for 2 to 3 days a week.

2) Are you aware of social media websites? If yes how often do you use?

Cumulative
Frequency Percent Valid Percent Percent

Valid No 15 13.6 13.6 13.6

Daily 2 1.8 1.8 15.5

2-3 times a day 5 4.5 4.5 20.0

3 times a day 88 80.0 80.0 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 80% respondents are using it 3 times a day, 4.5% respondents use it
2-3 times a day, 1.8% respondents said no
4) Are You Aware of Digital Marketing ?

Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 86 78.2 78.2 78.2

No 19 17.3 17.3 95.5

Dont Know 5 4.5 4.5 100.0

Total 110 100.0 100.0

INTERPRETATION:

According to the survey, 78.2% respondents are aware of Digital Marketing, 17.3% are not
aware of Digital marketing and 4.5% have no idea about Digital Marketing.

What kind of ads have you come across?

 Cumulative
Frequency Percent Valid Percent Percent

Valid Dont Know 20 18.2 18.2 18.2

Web Banner 45 40.9 40.9 59.1

Pop Ups 10 9.1 9.1 68.2

Flash Ads 4 3.6 3.6 71.8

Video Ads 3 2.7 2.7 74.5

Interstitial ads 19 17.3 17.3 91.8

Mobile Marketing 9 8.2 8.2 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 40.9% are into Social Media, 17.3% into Online Marketing, 9.1%
into Search engine marketing, 8.2% into Mobile marketing, 3.6% into Email Marketing and
2.7% into paid ad’s.

5) Do you agree with ads appearing on your social media?

 Cumulative
Frequency Percent Valid Percent Percent

Valid Yes 57 51.8 51.8 51.8

No 53 48.2 48.2 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the Survey, 51.8% of Respondents agree with ads and 48.2% disagree with it

a) If YES, which is the Most effective Social Media? RATE IT?

 Column1 FACEBOOK LINKEDIN INSTAGRAM TWITTER
NEUTRAL 0 2.7 1.8 1.8
VERYPOOR 0 3.6 2.7 2.7
GOOD 22.72 2.7 1.8 1.8
VERY GOOD 28.18 1.81 1.8 1.8
NO RESPONSE 43 86.36 86.36 86.36
POOR 43.63 2.7 5.45 5.45

Chart Title
100
90
80
70
60
50
40
30
20
10
0
NEUTRAL VERYPOOR GOOD VERY GOOD NO RESPONSE POOR

FACEBOOK LINKEDIN INSTAGRAM TWITTER

INTERPRETATION:
According to this survey,28.18% FaceBook is found to be very good for their Digital
marketing, 1.8% find Linked in, 1.8% find Instagram Very good for their Business , 1.8%
find twitter very good for their Business.
Do you agree with ads appearing in SNS?

Cumulative
Frequency Percent Valid Percent Percent

Valid Strongly Agree 8 7.3 7.3 7.3

Agree 27 24.5 24.5 31.8

Neutral 49 44.5 44.5 76.4

Disagree 18 16.4 16.4 92.7

Strongly Detest 8 7.3 7.3 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 7.3% Respondents find Online Marketing for Customer Conversion
rate as Extremely Important, 24.5% find it Important ,44.5% find Neutral, 16.4% find it
Slightly Important and 7.3% find it not at all Important.
What kind of political communication attract you in SNS?
Cumulative
Frequency Percent Valid Percent Percent

Valid Interactive Flash Ads 40 36.4 36.4 36.4

Banner Ads 8 7.3 7.3 43.6

40 36.4 36.4 80.0

Games, Quiz, Updates

Video Ads 22 20.0 20.0 100.0

Total 110 100.0 100.0

Interpretation:

According to the Survey, 36.4% Respondents feel Flash Ads is important when promoting on
Social Media, 7.3% find banner ad promotion to n\be good, 36.4% Find games, quiz and
updates to be good it to share new ideas and build their political and 20% do it to get instant
feedback from video ads
8)Which one Social Media network or Online Presence you
think is better to Generate Sales or Customer Engagement

Cumulative
Frequency Percent Valid Percent Percent

Valid FaceBook 102 92.7 92.7 92.7

Instagram 1 .9 .9 93.6

Twitter 5 4.5 4.5 98.2

Linked In 2 1.8 1.8 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey,92.7% respondents find FaceBook better to generate sales,0.9% find
Instagram better, 4.5% find Twitter better and 1.8% find Linked In to generate sales and
engage their customers.
 11) Based on your experience which source you find news from

Cumulative
Frequency Percent Valid Percent Percent

Valid Networking 5 4.5 4.5 4.5

Social Media 29 26.4 26.4 30.9

Google 32 29.1 29.1 60.0

Newspapers 25 22.7 22.7 82.7

Others 19 17.3 17.3 100.0

Total 110 100.0 100.0

INTERPRETATION:
According to the survey, 4.5% of Respondents feel that their visitors find them well with
networking, 26.4% feel that their Visitors find them on Social Media, 29.1% feel on
Google,22.7% feel on Newspapers and 17.3% find them on others.
FINDINGS,
SUGGESTION &
CONCLUSION
FINDINGS

Usage of internet by the user

It has been found that 12% of audience use internet once a week, 19% of the
respondents use 2 to 3 days a week. 30% of the respondents use 1 or 2 h a day and
the remaining 39% of users are accessing internet more than 3 h a day.

It is understood that the new media and its technology is an emerging trend in
communication which attracts almost all the people, if they have knowledge of
computers. So this digital media has more snatchers towards its communication
and internet is becoming part of necessary communication among the students and
professionals, etc

Awareness of social networking sites

From this result, it is observed that nearly 98% of the internet users are aware of
social networking sites and only 2% of them are clueless. Although the concept of
computer-based communities dates back to the early days of computer networks,
only some years after the advent of the internet online social networks have met
public and commercial in a successive manner.

At the most basic level, an online social network is an internet community where
individuals interact, often through profiles that represent their selves to others
(Donath and Boyd, 2004). Social networks have grown rapidly, and some like face
book, Instagram, have achieved the mass market and penetrated in a few months
since their inception, such applications have infringed their users in different
strategy to interact with more people Number of profiles in social networking sites

The study found that all the respondents that is, 100% of respondents have profiles
on Face book. And also, 88% respondents of the same group have profiles on
instagram, 62% respondents have connected to twitter and 37% of users have
account on other social networking sites. The users can create many accounts in
different social networking site.

Face book is useful for communication, self-promotion, to know about friends’

community and to find the missed out school and college mates. The peers use the
Face book, Instagram and Twitter for the same reasons to share the information
and communication. Due to this reasons, Face book, Instagram and Twitter were
more popular among the internet users of youth population comparatively with
other social networking sites.

Ads in different social networking sites

From the earlier mentioned, it is found that 45% of the users find Face book as a
well communicated social networking sites, which promotes more politicals and
advertisements, gives information about product and service which is useful for the
young user community in an interactive way to learn more about the particular
politicals, 12% user suggests Twiiter, please follow one pattern all here small
words has effective communication of advertisements.
 28% of users find Instagram as the second option in communicating political
advertisements.

Exposure of different kinds of ads

From the data, it is found that 32% of respondents have come across web banner
ads in these social networking sites like Face book, Twitter and Instagram; whereas
8% cut across pop up ads and flash ads in various websites and 31% of users found
video ads in YouTube and in other sites. Google, Yahoo and News International
have bought themselves a presence in the social networking arena with different
communication strategy to have innovative appearance in content and display
(Stroud, 2007). The detailed rationale for these acquisitions differs, but all have a
common theme of essential access to the enormous audiences of these sites

Communication creates trust on ads

From the survey data, it is understood that 38% of user agreed and satisfied with
ads appearing in social networking sites, whereas 11% of the user disagreed and
unsatisfied with certain communication of information. Only 51% of the
respondents found it neutral. The web has proved a catalyst in bringing the changes
forward and amplifying their scale in creating trustworthiness.

Accessibility of ads
Only 8% of the total samples say that they have never accessed or shown interest
to the ads displayed in social networking sites, while browsing internet for other
communication purposes. And 36% of the respondents use to access often and
were interested to listen to the advertisements of various politicals, 35% user says
they listen to the political communication and also link to the political sites to
gather more information and 21% of the user access according to the way of
communication it appears, because sometimes the political promotion could be in
the form of display ads, interactive feedback forms or as interactive games,
accessing of advertisements information differs sometimes according to the format
of political communication .

Today's customers want to be engaged differently than in years past and many
traditional marketing tactics simply do not work anymore. Social media marketing
is a revolutionary way to build solid relationships with customers long before first
contact with fun, attractive messages and interactions.

Political communication that attracts the users

Games, quiz and updates of latest information are the kind of interactive
communication messages that attracts 28% of users. 26% of users are attracted to
fan pages and posts. 20% of users are pulled their interests towards flash ads, 14%
of users listened to video ads and remaining 12% of users are interested to
traditional banner ads. Most of the social networking websites are enabling
politicals to engage the right people in the right conversation at right time (Shih,
2009). Nowadays communication on politicaling in social networking sites is more
personal, contentious, fascinating and influencing among the user community
Impact of communication

According to the respondents, 67% of user agreed that the communication strategy
used in political communication creates impact on certain politicals effectively and
also which could helps them to recall the same often and interactively. 24% of
users said that it partially creates impact and traffic of communication, which result
to confusion in users mind. The remaining respondents almost 9%, says that it does
not create much impact on ads but still effective for other communication purpose
like sharing and chatting information

Results of the analysis

As seen earlier, the various political communication factors involve in these kinds
of social media advertising and day by day competition among the politicals
increase. So, to survive politicals, the communicators come up with more and more
innovative, interactive and interesting kinds of political communication messages
which make the users to access them and develop closeness with the different
political communication strategy with attractive name and its service.
Charts and Tables-
Is Social media marketing effective?-
The rise of Social networking AD spending-
The Social Media Effect-
FINDINGS AND SUGGESTION:

1. The finding of the study states that the audiences respond more to interactive
marketing than the traditional ads followed in internet advertising.

2. Almost everyone is communicated through social networking sites.

3. Nearly 70% of the audience has impact through ads in social networking
sites and half of them access these ads e.g. games, quiz, events, etc.

4. Users remember the political by the way they advertise. They respond to any
new form of advertising which interest them.

5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build political.

6. Users of Face book and Instagram are of same age group and category. In
twitter, people do not show much interest because it’s just like a micro-
blogging site.

7. Interaction is more in the display banners adver-tisements in Face book and

Instagram. All the networking

Target Group

Nearly 54% lie in the age group 16 – 30. Graduates and students of all age
16% stay updated with news, 22% for stay in touch with friends and to update
status. Graduates
> 16 yrs

53% < 25 years, 32% between 25 - 34 years. Graduates, students of all ages

2.Types of Advertisements comm.

Poll engagement ads, Video engagement ads, Banded gift engagement ads, Event
and hybrid engagement ads, Fan pages
No advertisements but regular political follow ups and updates.
Banner ads, Ad optimization using ad trackers

3.)Ad placements
Generally placed right hand side corner and in wall posts
NA (Not applicable)
Right hand side top , above the profile page e.g.: Docomo

4.)Communication strategy
Political promotion, To sell, users to interact, political identity, sharing, fan and
follow ups. Managing online reputation.
Regular feeds from politicals and retain the political identity with users
Using ad tracker, particular groups are selected and ads are hosted, themes and fan
pages are one among the form.

5.)User interaction
Through fan pages, posts, events and games
To retweet and reply. Share messages among political followers
Through fan pages and click ads

6.)Visual appealing factors

No themes, but visually appealing with cool colors like blue and white
Can customize the page and can ad own contents. Usually the designs are standard
Themes available. Usually colorful

7.)Accessibility
Clean and clear. Ads and content gets loaded fast. Friendly user interface
Easy loading and no time out
Same as facebook, but contents get loaded slower than other two.

8.)User interest
Expect political to be communicated thro games, fan pages and events
Regular updates from following politicals
Usually banner ads and optimization ads. So no expectations

9.) Customization
People can create their own ad and upload, sell products thro market place option
NA (Not applicable)
Can create own fan pages and send posts to users and can also create their own
ads.
sites have their own space in their web pages for promoting ads.

10.) Communication strategy and user interaction are unique among each site. Face
book promote and allows user interaction, Twitter regularly feed posts regarding
the political and Instagram promote through click ads and promotional political
pages.

11.) Face book follows a default backdrop and text whereas twitter and Instagram
can be customized.

12.). Accessibility is more in Face book than others. Twitter show importance only
for text.

13.) Users expect political communication than political

marketing in these sites.

14.) People can create their own ads in Instagram and Face book.
Conclusion
Communication about the scheme or service provides a major contribution to
political competition in the country. It not only provides information about a new
scheme or service but also promotes creative innovation. Besides advertising, it
also facilitates voter satisfaction. The hidden fact is that no government can
progress without effective communication strategy to attract their supporters. Big
and small variety of departments for public welfare nowadays laid their base on
social network communication to get recognized in the target market.

Social networking sites users of Facebook, Twitter and Instagram have become a
personal, product and corporate politicaling hub in India nowadays in digital era
and it’s use have even extended to political use which is used heavily. Which can
be seen in the case of BJP.

Every political that exists on social networking sites has the same core features and
benefits, such as the ability to create a page, share resources, add multimedia and
much more. Social networking sites are filled with potential users who are mainly
young adults.

They spend more time in these networking sites due to heavy commercial
contents, entertainment and social gathering. So, product or service communicators
throng their ads in these areas with more and more interactive and with fascinating
factors so that their political identity is developed among the right choice of
focused audience. Advertisers and politicals uses social networking sites as the
major resource for their promotion and developing political identity among the
focused market.

SUGGESTIONS
Communication should be more preferred than advertising: people do not prefer
blindly believing through social networking sites. So, if the scheme is
communicated well and remembered by the audience, then it is a greatest success
to the government for their promotion through social media.

Promotional way of advertising is best: the usual banner ads and pop-up ads make
the users to ignore them. So advertising must be interactive, promotional and in
innovative form to hold the audience. It should target the individuals than the
mass. If an ad is hosted for a group then that would be no advantage in delivering
specified information. Adding more multimedia elements
to have more interactive factors in fan pages and group would benefit the political
party supporter.
BIBLIOGRPHY
AND ANNEXURE
EMPLOYER WEBSITE :- health.delhigovt.nic.in

INTERNET SOURCES: www.marketingteacher.com

OTHER SOURCES: Information by External Guide

TEXT BOOK: Marketing Management, introduction to digital marketing

ONLINE MATERIAL : - Scribd for data, Wikipedia for topic introduction,

Borges B (2009). Marketing 2.0. Wheat mark, pp. 45-63.
Brinlee D (2007). Does Internet Advertising Work?
http://www.askdeb.com/internet/advertising
Chaffey D (2003). Internet Marketing, Strategy, Implementation and Practise. 2nd
edition, Pearson Education Limited, pp. 115-186.
Donath J, Boyd D (2004). Public displays of connection. BT Technol. J., pp. 71-82
Eric E (2008). 2008 Growth Puts Face book In Better Position to Make Money.
http://venturebeat.com/2008/12/18/2008-growth-puts-facebook-in-better-position-
to-make-money.
Lacy K, Hernandez M (2009). Twitter Marketing for Dummies. pp. 14-20
Nicole K (2007). Building a Political through Social Networks, http:/
/mashable.com/ 2007/05/ 08/ political-social-networks/
Ricadela A (2007). Fogeys Flock to Facebook, Business Week.
http://www.businessweek.com/technology/content/aug2007/
tc2007085_051788.htm
Scott DM (2009). The New Rules of Marketing and PR. John Wiley & Sons Inc.,
pp. 135-150
Shih C (2009). The Facebook Era. Tapping online social networks to build better
products, reach new audiences and selling more stuff. Prentice Hall Publication,
pp. 85-128
Stroud D. (2007). Opinion piece: Falling in Love 2.0: Relationship marketing for
the Face book generation. Social networking: An age-
neutral commodity — Social networking becomes a mature web application, pp.
105-165.
Thompson SH (2002). Attitudes toward online shopping and the internet. National
university of Singapore, 21(4).
Weber L (2009). Marketing to the Social Web. Second Edition. John Wiley and
Sons, pp. 58-97.
Zarrella D (2010). The Social media marketing. O’Reilly Media.
242 J. Media Commun. Stud.