A

PROJECT REPORT ON

“SALES OPTIMIZATION USING SOCIAL MEDIA MARKETING FOR

MET BHUJBAL KNOWLEDGE CITY”

AT

ENGENIUSPARK

BY

SANDEEP SADASHIVAN PILLAI

UNDER THE GUIDANCE OF

PROF. SANKET L. CHARKHA

SUBMITTED TO

SAVITRIBAI PHULE PUNE UNIVERSITY

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION (MBA)

THROUGH

DEPARTMENT OF MANAGEMENT STUDIES

S.T.E.S. SMT. KASHIBAI NAVALE COLLEGE OF ENGINEERING, PUNE.

(2017-19)
 DECLARATION

I, SANDEEP SADASHIVAN PILLAI, student pursuing Masters in Business

Administration (MBA) from Smt. Kashibai Navale College of Engineering, Pune, declare that the
project report entitled “Sales Optimization Using Social Media Marketing for MET Bhujbal
Knowledge City” at Engeniuspark, Nashik is written and submitted by me under the guidance of
Prof. Sanket L. Charkha.

I hereby declare that all the information of this report is based on my own observation and the
information provided by the company at the time of my project at Engeniuspark, Nashik from 1 st
June 2018 to 30th July 2018.

I further declare that this information is purely academic and original in nature.

Mr. SANDEEP SADASHIVAN PILLAI

SKNCOE, PUNE
 ACKNOWLEDGEMENT

I take this opportunity as privileged to express by deep sense of gratitude to Prof. M. N. Navale,
Honorable Founder President, Dr. (Mrs.) S. M. Navale, Secretary, The Sinhgad Technical
Education Society Pune, Dr. Krishna M Sharma, Professor and HOD for their continuous
encouragement, invaluable guidance and help for completing the present research work. They
have been a source of inspiration to me and I am indebted to them for initiating me in the field of
research.

I am deeply indebted to Prof. Sanket Charkha, my research guide, Smt. Kashibai Navale
College of Engineering, Pune without his help completion of the project was highly impossible.

I take this opportunity as privilege to articulate my deep sense of gratefulness to Mr. Vikram
Bodke (Marketing dept.) and the staff of Engeniuspark for their timely help and positive
encouragement.

I wish to express a special thanks to all teaching and non-teaching staff member, Smt. Kashibai
Navale College of Engineering, Pune for their forever support. Their encouragement and valuable
guidance are gratefully acknowledged. I would like to acknowledge all my family members,
relatives and friends for their help and encouragement.

Place: Pune Mr.SANDEEP SADASHIVAN PILLAI

Date:
 GUIDE CERTIFICATE

This Is To Certify That Mr. Sandeep Sadashivan Pillai studying in

M.B.A.- II YEAR, SEM – III, has satisfactorily completed this project
under my guidance and supervision in the academic year 2018-
2019. The details mentioned in this project about the organization
are duly acknowledged and are referred for the academic purpose
only.
To the best of my knowledge and belief the work embodied in this
Project Report has not formed earlier the basis for the award of any
degree or similar title of this or any other    University or examining
body.

HOD                                    PROJECT GUIDE

Dr. Krishna Sharma Prof. Sanket charkha

 CONTENT PAGE

SR. No. TOPIC Pg. No.

Executive Summary

1 Introduction

1.1 Introduction

1.2 Scope

1.3 Limitations

2 Profile of Organization

3 Project Methodology

4 Conceptual Background

5 Data Presentation , Data Analysis and

Data Interpretation

6 Findings, Suggestions, Utility of

Project to organization, Learning from

Project and Conclusion
EXECUTIVE SUMMARY
 Engeniuspark is one of the growing and leading IT firm from Nashik, India. The
company is headed by young entrepreneurs with a prime goal to offer satisfactory technology
solutions efficiently and cost effectively. The company was incorporated in Dec, 2012 at Nashik.
Engeniuspark provide business solutions with absolute range of services. They offer many of the
services that are inevitable for the success of business like Digital Marketing, Website Design
and Development, Customized Application Development, Application maintenance, and more.

Digital marketing is about embracing new technologies and integrating these new
techniques with the more traditional approaches to effectively Market Company to the right
audience. Digital marketers are responsible for building awareness, providing research to
prospects, and driving qualified prospects to conversions. Basically, digital marketers work by
using a number of different strategies. Each of these may serve a totally different purpose even
though they have a common goal. The strategies work together in order to drive relevant traffic to
a business (either online or off) and then convert a one-time visitor into a returning, loyal
customer. Two key factors that impact the success of any modern marketing plan is:
1. Research
2. Digital Integration

The main objective of this project is to optimize sales by using different tools, techniques,
strategies and methods used in promoting the product online. Also to study how to analyze,
interpret and evaluate online data and through which setting a strategies target market, campaign
and required budget.

To analyze and find the effectiveness of communication strategy in developing brand,

communication through social networking sites was done with the survey, content analysis and
causal research. In order to prepare research report I have to use Causal research type. This
research type helps in developing ideas and setting up the strategies and budget based on the
dynamic customer responses getting through various tools and hypothesis more than the testing.
By measuring impact of campaign on to the customers, we are able to set new budgets, different
campaign and choosing/selecting effective channel for promotions i.e. we are experimenting
using tools to measure effects.
 When the conducting project report I have used Primary data collection and secondary
data collection. In primary data collection I have used the survey method and content analysis in
the research i.e. responses and reviews on website and social media also Reports through Google
tool. And in secondary data collection I have used various websites.

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

As digital marketing these days is an emerging trend, winning over the traditional
marketing steadily. Consumers are switching from traditional approaches and getting more
digitalized. Online equivalents such as websites, email, online advertising, and web analytics are
now available and are more users friendly as well as convenient in comparison to traditional
techniques such as physical office, postal mail, traditional marketing, surveys, and polls
respectively. Stepping into the corporate world with all the tools ready gets you a good lead and
so is the learning of digital marketing.

From this project it is found that SNS improve customer relation, it increase the
product/service awareness among customers. From the study it is evident that the most common
member of website used by customers is Facebook, Google, twitter and LinkedIn. It also
suggested that increase the digital marketing team, maintain the CRM after sales, take necessary
action against the complaint received.
 CHAPTER 1

INTRODUCTION
Introduction of Topic:
1. Social Media Marketing

 What it is?
Social media marketing refers to the process of gaining website traffic or attention
through social media sites. It aims at creating a content that attracts attention and encourages
users to share it on their social network. It tends to foster the brand awareness for the business and
improved customer service. Usually, it is almost accessed by all those who have the access to
internet making it the best platform to implement your marketing campaigns and that too at very
low cost or no cost.

 What is Social Media Marketing (SMM)?

Definition: Using social media sites and to create a brand and generate publicity to increase its
awareness, whether it be a product or any event is defined as SMM.
Process: The basic methods include using social media like Facebook, twitter, instagram etc.
Significance: It increases the reachability of the brand created and builds interactive relations
with customers.

 Social Media Marketing training process

1. Ensure Social Goals Solve Challenges
2. Extend Efforts throughout Organization
3. Focus on Networks That Add Value
4. Create Engaging Content
5. Identify Business Opportunities through Social Media Marketing
6. Engage Instead of Ignore
7. Track, Improve and Market Your Efforts
 2. PPC (Pay Per Click) advertising and Ad words

 What it is?
Pay-per-click (PPC) marketing is actually advertising over the internet where in
advertisers pay the publisher when their ad is clicked by the audience. It is also known as cost per
click marketing. Basically, in PPC marketing your ads are shown on other websites and if the user
clicks on it the advertiser has to pay fixed rate for each click. The basic idea behind it is to drive
more and more traffic to your website and generate more leads converting them into sales
eventually. It is definitely an incredible tool for marketers who are willing to invest and get a
good traffic to their site leading to sales.

 What is Pay Per Click Advertising and Adwords?

Definition: It is simply the amount paid to get your advertisement clicked also termed as cost
per click.
Process: In PPC Advertising, ads are displayed on other websites, clicking on which the
targeted traffic is achieved. As a result of a click, advertiser has to pay cost per click to the
website owner.

Significance: This internet advertising model is used to generate and hence increase the traffic
at your website thereby increasing the chances of conversions.

 Pay Per Click Advertising and Adwords training process

1. Understanding basics of Pay Per Click Advertising and Adwords
2. Learn the Adwords account Structure
3. Figure out PPC goals
4. Keyword research
5. Set up a search campaign
6. Adwords Conversion tracking
 3. Website Landing Page Creation

 What it is?
A website is a set of related web pages served from a single web domain. One needs to
have a website to have an online presence and do online branding. These days when the world of
marketing is rapidly getting swathed by digital marketing, you are actually hitting your business
if you don‘t have an online presence and the first step towards getting an online presence is to get
a website.

 What is Website Planning & Creation?

Definition: A website is a collection of webpages. It is a window to your business, available in
front of your prospect customers 365*24*7. A person interested in your product/service can view
those on your website anytime of the day or night.
Process: Website planning and creation starts from understanding the basics of internet and
further advances to website planning and building on Word press.
Significance: This being the first module in the training program, it emphasizes on building
the basics of digital marketing starting from the scratch. This module will help you build strong
fundamentals that would further help you in the advanced practical sessions.

 Website Planning & Creation Training Process

1. Understanding Website Planning and overview.
2. Defining Objectives and pages for website.
3. Pool those objectives under activities.
4. Identifying primary and secondary keywords for website.
5. Designing blueprint
 4. Search Engine Optimization

 What it is?
SEO is the process of affecting the visibility of a website or a web page in a search
engine's natural or un-paid or organic search results. SEO is needed for your website to rank well
in the search engine result pages. They help the search engines to figure out what your web page
is all about, how it can be useful for users and display it in the results when users search for
related keywords. Proper SEO ensures that your website will be readily, efficiently indexed by the
search engines.

 What is Search Engine Optimization?

Definition: SEO is the process of increasing the visibility of your web-pages on search engines
like Google for targeted search queries (keywords)
Process: SEO training process is quite exhaustive, consisting of 9 steps known to very few
experts worldwide, meticulously crafted, keeping in mind the extensive hands-on practical
exposure of the training program
Significance: SEO increases the visibility of your website on search engines like Google. If
Google has a spot dedicated to your website in its top tier listing, it would increase potential
traffic and can easily be the boost that you need to see your sales go through the roof.

 SEO Training Process

1. Understanding overview & advantages.
2. Search for keywords.
3. Add content to your website
4. Optimize web page under page optimization
5. Get website indexed in Google
6. Build quality backlinks
7. Monitor your ranking using tool
  Objective Of Study

 To study the concept of Social Media Marketing.

 To study the various tools, techniques, strategies, and methods used in promoting the
product online.
 To study and implement the process of designing and developing website.
 To study how to analyze interpret and evaluate online data and through which setting a
strategies target market, campaign and required budget.
 To study decision making process based on software used and daily online interaction of
customers.

To analysis and suggest remedial measures for effective better digital marketing strategies.

 Scope Of The Study

 The area constraint is limited to Nashik city.

 The project may give an idea about the competition faced by the company in Nashik city.
 The project may help to understand the competition between different colleges.
 Quality and price plays an important role in success of a product.

 Limitations Of The Study

While conducting the project various limitations are faced by me, they are as follows:

 Given information was restricted.

 The time duration for conducting the project work was short.
 To understand digital marketing in depth is bit difficult during two months.
 Records of the company not fully disclosed as some have restriction to the management.
 CHAPTER 2

ORGANIZATION PROFILE
 Title Engeniuspark
Category IT Firm
Established December 2012
CEO Vickram Bodke

 About Company:

Engeniuspark is one of the growing and leading IT firm from Nashik, India. The
company is headed by young entrepreneurs with a prime goal to offer satisfactory technology
solutions efficiently and cost effectively. The company was incorporated in Dec, 2012 at Nashik.
Engeniuspark provide business solutions with absolute range of services. They offer many of the
services that are inevitable for the success of business like Digital Marketing, Website Design and
Development, Customized Application Development, Application maintenance, and more.

It is recognized company that builds advanced solutions for the corporate sector, financial
services, hospitality, education sector and other industries. They develop industry-defining
applications, helping clients optimize time-to-market and minimize software development risks in
mission-critical systems.

 Vision, Mission and Objectives of the company:

 Vision: Our vision is to be the first choice in the software industry and provide our
customers with excellent service, credibility and thereby create better values, building a
community of growth and prosperity in the world of technology and build a customer
friendly relationship.

 Mission: Delivering high quality, efficient on time solutions to customers through

innovation and deploying best minds and leveraging technology. For achieving profitable
growth and creating value for all stakeholders.
 Objectives: our one of the major objective is continuous improvement and superior
product quality meeting the standards. Customer delight is really the ultimate test of all
our efforts and measure of success. Clients and partners appreciate our effectiveness,
flexibility, integrity and transparency.

 Organization Profile:

Sr. No. Name Of Employee Designation

1 Vickram Bodke Founder
2 Vishal Bagul Co-Founder And Director
3 Kunal Shindkar Co-Founder And Director
4 Sayali Mandale HR
5 Vishakha Patil CPO
6 Ajay Pawar Sales Manager
7 Vivek Aher Sale Manager
8 Shreemol Nikam Head of Digital Marketing
9 Azhar Shaikh Graphics Designer
10 Krishna Handge Android developer
11 Sachin Khare Android developer
12 Ashish Niphadkar Android developer
13 Sushant Barad .Net Developer
14 Kunal Gawatre .Net Developer
15 Gorakh Jadhav .Net Developer
16 Rashmi Aher IOS Developer
17 Bhagyashree Mahajan IOS Developer
18 Bhakti Mahale Software Tester
19 Vikas Office Boy
 Services offered by Engeniuspark:
1. Mobile Applications: Engeniuspark provides services for mobile apps development
in iPhone, iPad, Android and Windows Mobile that encompasses entire mobile app
development cycle. Company has a well-defined development process comprising
software development life-cycle (SDLC) from business requirements analysis,
application definition, and application design to testing, implementation and warranty
support for application.

2. Digital marketing: Engeniuspark is expertise digital marketing company. Digital

Marketing gives the brand more time and space to tell its story. This field is constantly
evolving. Brands, marketers and agencies need to develop multifaceted capabilities for
brand management, social media optimization, content development, channel selection,
target audience engagement, marketing campaigns design and execution.

3. Custom Application Development: Custom applications based on wide range of

technology to ensure successful implementation of your business strategies and
enhancement of your operational excellence. In includes scalable and extensible
architectures that supports 24/7 business availability for global customers as it reduces
development cycles and risks to a minimum. Time and cost-effective customized
applications that help organizations address functional gaps and achieve business goals
effectively.

4. Custom software development: Develops flexible, custom-designed software

meeting all the requirements of the customers has helped us earn an unmatched
reputation among the customers. Company conceive, develop and implement various
tailor-made software packages as desired by the customers individual and specific
business requirements. It is the designing of software applications for a specific user or
group of users within an organization. Such software is designed to address their needs
precisely as opposed to the more traditional and widespread off-the-shelf software.
5. Business Intelligence: Business Intelligence solutions include reporting, Online
Analytical processing (OLAP), analytics, dashboards, scorecards, data mining, corporate
performance management (CPM) and predictive analysis. Business intelligence refers to
a variety of software applications used to analyze an organization’s raw data. BI as a
discipline is made up of several related activities, including data mining, online analytical
processing, querying and reporting. BI Solution to improve decision making, cut costs
and identify new business opportunities.

6. Website Design and Development: Engeniuspark have built large e-commerce

websites, corporate CMS sites and social networking websites. They provide world-class
web site design & development services to enhance your web presence. These solutions
range from Content Management System (CMS) implementations, custom web
programming, mobile friendly, responsive websites, dynamic websites, e-Commerce
websites, and web 2.0 programming, custom database applications.

7. Search Engine Optimization (SEO): Engeniuspark provide basic search engine

optimization and positioning services with projects that it undertakes. Search engine
optimization experts ensure a more prominent web presence. SEO techniques include
SEO keywords, Search Engine Optimization oriented design and development, link
exchange campaigns, appropriate keyword identification and search engine reports. SEO
will optimize your web site to help your business reach out to diverse customers and
attain its objectives. It starts from initial analyses of the web site, design and content.
SEO process contains title and Meta descriptions, competitor research, H1-6 headings,
construction and submission of site maps, submission to major search engines, article
submission, blog creation and submission, directory submission and regular reporting and
log analyses.
 CHAPTER 3

PROJECT METHODOLOGY
Tasks
Facebook Marketing 1. Facebook Page Creation

2. Optimize Facebook business page

3. Creating Engaging Content on page

4. Creating adds on Facebook

5. Page Report analysis

6. Running add campaign

SMO 1. Facebook post

2. Blog Sharing(Blog)

Email Marketing 1. Mailer to Client / Customer

2. Emails to Universal Customer

Google AdWords 1. Searching of Words

2. Addition to Google AdWords
  Facebook Marketing

Social Media Marketing of MET Bhujbal Knowledge City, Nashik. It was specified by
institute that students who have passed their H.S.C. and under graduation examination are target
audiences. Therefore, to reach target audience we decided to focus Facebook marketing

i. Creating Facebook page

 A personal Facebook page is different from a business page. If you want to have friends
on Facebook to share your holiday photos then you need to create a personal page but if
you want to have fans and followers for your website or business then you need to create
a Facebook business page. So the first step is to ensure that you have a Facebook
business page and then make sure that your page is properly optimized.
 Considering all these factors Facebook page was created for MET Bhujbal Knowledge
City. Creating Facebook page involves specifying details such as type of organization
(e.g. Education, Health, Government organization, Agriculture, etc.), description about
the page to help in case of search results, website of the institute, people preferences
(Tells about the people you would most like to connect with)

Fig. 3.1
  After Specifying all the details page is created as shown in following image :

Fig. 3.2

ii. Increase Fan Engagement

Share relevant content that your fans are expected to see in your page. Here website is
about Educational Institute and audiences are students, so we shared contents like educational
quotes, student achievements, puzzles, brain teasers, comic jokes.

Fig. 3.3
iii. Creating Facebook Ads
After creating Facebook page next task was creating AD for MET Bhujbal Knowledge
City. Creation of AD involves following process:

a. Selecting objective: This is the first step performed while creating Facebook ad.
You need to select objective of your campaign. Here objective was to get more
people to like Facebook page, so promote your page is selected out of the objectives
listed in below image.

Fig. 3.4

b. Naming campaign: After entering objective details, campaign name was decided
by team members i.e. METBKC_INDIA otherwise Facebook gives it name by default
based on objectives.

Fig. 3.5
c. Selecting audience: This step is performed to select target audience to whom ad
is shown. There are various options provided to select audience which are as
follows:
o Location: Area near by 20 kms away from Nashik was targeted.
o Age: People from age group 18 to 35 were selected.
o Interest: This option selects audience according to interest. MET is educational
institute therefore education, knowledge, graduation, university these options
were selected as interest.

Fig. 3.6
d. Setting budget and ad schedule: After selecting audience next step is to
specify budget and schedule for campaign. While specifying budget you need to
specify daily budget, it can be automatic or manual. Automatic budgeting was
selected which automatically determines cost per ad click.

Fig. 3.7
e. Choosing images: While choosing image you can upload your own images or
select it from gallery. Initially, images shown in following figure are selected from
galleries which are related to studies and education then after running campaign for
one week the image which is liked by more people was selected as final image.

Fig. 3.8
 f. Placing your order and choosing how you want to pay for your ads:
Click Place Order to order your ads. The first time you place an order, you'll be
asked to enter your payment information.

Fig. 3.9

 Extracting Analysis from System

Task was to extract report of campaign from system and handover it to the management team for
further analysis.
 Overview: In the Overview section, you'll find the following information about your
page's overall performance: which includes page likes, post reach, engagement of the
people.

Fig. 3.10

 Likes: Total Likes: Everyone that “likes” your page.

Fig. 3.11
 Reach
o Organic Reach: How many people, fans or not, saw your content in the news feed, the
ticker, or directly on your page.
o Paid Reach: The total amount of people who saw an ad or sponsored story for your page
in the last 7 days.
o Total Reach: The sum of organic and paid reach.

Fig. 3.12
 Visits
o Page Views: How many times you’re Facebook page was accessed on each calendar day.
o Unique Visitors: The total number of individual Facebook accounts that accessed your
page each calendar day.
o Following image shows the visitors of the page according to country, city and language.

Fig. 3.13
  Email Marketing

Email marketing occurs when a company sends a commercial message to a group of

people by use of electronic email. Most commonly through advertisements, requests for business,
or sales or donation solicitation, any email communication is considered email marketing if it
helps to build customer loyalty, trust in a product or company or brand recognition. Email
marketing is an efficient way to stay connected with your clients while also promoting your
business.

With email marketing, you can easily and quickly reach target markets without the need for large
quantities of print space, television or radio time or high production costs. Thanks to effective
email marketing software, you can maintain an email list that has been segmented based on
several factors including the length of time addresses have been on the list, customer’s likes and
dislikes, spending habits and other important criteria. Emails are then created and sent out to
specifically target members of your email list, providing them with a personalized email detailing
information that they are interested in or have requested. This helps promote trust and loyalty to a
company while also increasing sales. In this project I used webmail to send the e-mails to
customers. I send 200 e-mails to developers and constructors.

Why an email marketing strategy?

With email marketing as a channel you are holding all the cards for potential success.

o Email marketing can have a big reach and put your message in front of a lot of people
o The marketer has great flexibility in how they handle their email program
o It is quite easy to start and you can start small.
o Email marketing scales, the effort to send one or 100 messages are nearly the same.
o Email allows you to target and segment your messages on individual

level There are little risks, the costs are relatively low and potential for upside is

big.
A successful email marketing strategy will

o Drive traffic to specific points

o Educate and inform prospective buyers with new content
o Help you stay top of mind
o Build credibility
o Establish thought leadership

If you want to generate leads, convert leads, and develop a relationship with your customers, you
must use email marketing effectively.

 Google Adwords

It is an online advertising service that enables advertisers to compete to display brief advertising
copy to web users, based in part on cookies, keywords, predefined by the advertisers that might
link the copy to the content of web pages shown to the users.

Creating Adwords Campaign

Campaign creation takes you through the process of:

 Create attractive Ad:

Fig. 3.14
 Select Budget for ads:

Fig. 3.15

 Billing process:

Fig. 3.16
 Ad review:

Fig. 3.17

 Lead Generation:

1. Select the Objective

Fig. 3.18
2. Add set: Audience, Placement and Budget

Fig. 3.19

Fig. 3.20
Fig. 3.21

Fig. 3.22
Fig. 3.23
 CHAPTER 4

CONCEPTUAL BACKGROUND
  Literature Review:

1. Facebook: A literature review

Authors: Ralf Caers, Tim De Feyter, Marijke De Couck, Talia Stough, Claudia Vigna and Cind
Du Bois

This article provides a critical review of scientific, peer reviewed, articles on Facebook
between 2006 and 2012. The introduction and rise of the social network site (SNS) Facebook has
been one of the most important social trends of the past decade. Although it only opened to the
public in 2006, Facebook reports already serving one billion monthly active users at the end of
2012 (Facebook, 2012b). Facebook connects the two individuals by allowing them to see each
other’s profile page and by adding their activities to one another’s news feed. Facebook thus
functions as an online application to see and to be seen or to “prosume”: producing and
consuming at the same time. In this review they focus on the psychological literature regarding
Facebook, and summarize why individuals want to join Facebook, what personality users have,
how they build a network of friends, how they disclose information, and how they interact.
In this review it shows how to motivates the users to join Facebook, Characteristics of the
Facebook users, how to building and maintaining Facebook network, disclosure of Information on
Facebook, The effects of disclosing information on Facebook, Facebook started as a platform
connecting individuals, today’s organizations also have the opportunity to create fan pages for the
organization itself or for its products. The SNS may thus become an additional instrument to
communicate with Stakeholders, How to reaching out to customers? How to reaching out to the
future staff?, However, the review also reveals that our understanding is still quite fragmented and
may lack nuances that characterize different settings, countries, and demographic variables.
2. Social Capital on Facebook: Differentiating Uses and Users

Authors: Moira Burke and Robert Kraut, Cameron Marlow

In this review they examine how Facebook affects social capital depending upon:
(1) Types of site activities, contrasting one-on-one communication, broadcasts to wider
audiences, and passive consumption of social news, and
(2) Individual differences among users, including social communication skill and self-esteem.
The aim of this review is to examine how different uses of a large social network site influence
different types of users’ social capital, to examine how direct communication with friends,
broadcasting status updates to a wide audience, and reading of others’ news predict changes in
users’ social capital, examine how people varying in self-esteem and social communication skill
engage in these activities and how their use differentially affects their social capital.
The study presents compelling evidence for the need to differentiate uses and users in social
media studies. Not all time is equally social, even on inherently social platforms, and individual
mileage may vary. They find that, receiving messages—but not sending them—is linked to
increases in bridging social capital. Furthermore, some effects depend on the person: passive
consumption of friends’ news has no effect on users with higher than average social skills, but
does help those who are uncomfortable communicating in person, allowing them to benefit from
the resources their relationships provide.

3. The Writing on the (Facebook) Wall: The Use of Social Networking Sites in

Hiring Decisions
Authors: Victoria R. Brown, E. Daly Vaughn
The objectives of this review are a) to create awareness of the potential negative
outcomes related to misuse of SNSs by employers, (b) to discuss validation and legal issues
related to using this predictor method, and (c) to discuss the practical implications for
organizations and directions for future research associated with using SNSs for hiring screening
decisions. This review defines what is SNSs?, What are the different risks associated with the
misuse of the SNSs by employers like Current risks with informal SNS searches include
perceptions of invasion of applicant privacy, lack of clearly identifiable theoretical constructs
used in the screening process, and the absence of data to support that the information used in
screening is job relevant. Another controversial issue surrounding the use of SNSs is the
variability in type and amount of information publicly available across an applicant pool, How to
establish the validity, what are the legal implications of the SNSs.
Thorough records of all SNS information used within the guidelines of carefully
documented policies and procedures will help practitioners avoid unpleasant legal ramifications in
the future. In addition, organizational research addressing the current gaps discussed herein may
unleash timely information on the uses (and abuses) of SNSs in the hiring process.

4. The Effects of Social Networks on Employment and

Inequality: Authors: Antoni Calvo-Armengol and Matthew O. Jackson

In this they develop a model where agents obtain information about job opportunities
through an explicitly modeled network of social contacts. They show that employment is
positively correlated across time and agents. Moreover, unemployment exhibits duration
dependence: the probability of obtaining a job decreases in the length of time that an agent has
been unemployed. Finally, they examine inequality between two groups. If staying in the labor
market is costly and one group starts with a worse employment status, then that group’s drop-out
rate will be higher and their employment prospects will be persistently below that of the other
group.
 CHAPTER 5

RESEARCH METHODOLOGY & DATA ANALYSIS

Meaning and Definition of Research

Research is the systematic activity to achieve the truth. It includes the identification of
study area, the procedure for collecting data, analyzing the data, and finding the conclusion.
Research in common parlance refers to a search for knowledge. Research is considered to be
more objective, methodical, well-determined scientific process of investigation.

According to Fred Ker linger, “Research is an organized enquiry designed and carried out to
provide information for solving a problem”.

According to P. V. Young, “Research is a method of studying, analyzing and conceptualizing

social life in order to extend, modify, correct or verify knowledge whether that knowledge aids
in construction of theory in practice of an art”.

Research Design
A research design is the "blue print" of the study. The design of a study defines the study
type (descriptive, co relational, semi-experimental, experimental, review, meta-analytic) and sub-
type (e.g., descriptive-longitudinal case study), research question, hypotheses, independent and
dependent variables, experimental design, and, if applicable, data collection methods and a
statistical analysis plan. Research design is the framework that has been created to seek answers
to research questions.

Actual research design use in project

This research study adopted survey and content analysis in order to find the effectiveness
and the impact of communication in branding any product or the service among the target market
through social networking sites like Face book, Twitter
 Research
There is several ways to classify the research which are as follow

 Pure research
It is also called as basic research, is concerned with quest for knowledge more about the
phenomenon without concern for its practical use and also with developing and testing hypotheses
and theories. The main motivation is to expand man’s knowledge.

 Applied research
This research is concern with search for ways of using scientific knowledge to solve practical
problems. It focuses on analyzing and solving social and real life problem.

 Exploratory research
Exploratory means to explore the hidden things, which are not merely visible. Exploratory
research focuses on why questions.

 Descriptive research
The objective of the descriptive research is to describe things, such as the market potential for a
product or the demographics and attitudes of consumers who buy the product.

 Experimental research
Experimental research seeks to find-out the cause and effect relationship of the phenomenon
under study. In this two similar groups are chosen one as experimental group and another is
control group.

 Historical research
A systematic process of searching for information and fact to describe analyze or interpret the
past.

 Qualitative research& Qualitative research

The basic and applied researches can be quantitative or qualitative or even both. Quantitative
research is based on the measurement of quantity or amount.
  Business research
Business research involves establishing objectives and gathering relevant information to obtain
the answer to a business issue.

 Causal Research
It is also called as Explanatory Research. The objective of causal research is to test hypothesis
about causal and effect relationship.

Actual Research type use in project:

To analyze and find the effectiveness of communication strategy in developing brand,
communication through social networking sites was done with the survey, content analysis and
causal research. In order to prepare research report I have to use Causal research type. This
research type helps in developing ideas and setting up the strategies and budget based on the
dynamic customer responses getting through various tools and hypothesis more than the testing.
By measuring impact of campaign on to the customers, we are able to set new budgets, different
campaign and choosing/selecting effective channel for promotions i.e. we are experimenting
using tools to measure effects.

Sampling

Sampling is the process of selecting units (e.g., people, organizations) from a population
of interest so that by studying the sample we may fairly generalize our results back to the
population from which they were chosen. The sample method involves taking a representative
selection of the population and using the data collected as research information. A sample is a
subgroup of a population. It has also been described as a representative taste of a group.
Data Collection

Data collection is the process of gathering and measuring information on variables of

interest, in an established systematic fashion that enables one to answer stated research
questions, test hypotheses, and evaluate outcomes.

Data is an important unit in the process of decision making process. Data can be collected by the
following methods.

Methods of Data Collection:

 Primary Data Collection

The primary data is that which details we collect first time from the market and also used first
time in the research. We also say that the information is first time in the research decision. To
collect the primary data questionnaire is prepared structure non-disguise questionnaire is
prepared.

o Interview
o Observation
o Action research
o Case studies
o Life histories
o Questionnaires
  Secondary Data Collection
Secondary data are those data which are already collected by someone for some purpose
and are available for the present study; secondary data are already collected by the company’s
records and other library’s books. When the secondary data are sufficient, the researcher has to be
satisfied with the primary sources of data. Secondary data can be used as bases for comparison
with the primary sources of data have been collected by questionnaire.

o Previous research
o Diaries
o Letters
o Government reports
o Web information
o Historical data and information
o News paper
o Magazine
o Books

Actual data use in project:

When the conducting project report I have used Primary data collection and secondary
data collection. In primary data collection I have used the survey method and content analysis in
the research i.e. responses and reviews on website and social media also Reports through Google
tool. And in secondary data collection I have used various websites. The survey method helped to
identify the reach of the brand among its target audience, ways of impact, usage of these social
networking sites and access to these form of communication. And the content analysis is another
method used to analyze the communication strategy of different social networking sites with
certain parameters among top three Indian social networking sites.
Research conducted by using following method:

Type Of Research Causal Research

Research Unit & Population Nashik
Collection Of Data
A) Primary Data Responses and reviews on website and social
media, Reports through Google tool.
B) Secondary Data Books, Websites
CHAPTER 6 - A
LEARNING
 While working on the project I learned how to promote products, services and companies
online. Also I learned how to differentiate or target the people for particular product, services or
companies promotional activity. I understood personal and professional opportunities, as well as
broader exposure to digital marketing. I understood the work and responsibilities of different
departments in the company.

Also I understood that working within a small company requires a strong sense of
knowing how to prioritize tasks and set up an outline of tasks to complete on a daily basis. I
learned to complete tasks which are allocated to me, solving problems, making decisions, etc. at
an individual level. I learned to complete tasks which are allocated to me, solving problems,
making decisions, etc. at an individual level. My ability to learn new things fairly quickly has
improved. I Learned creativity/innovativeness: the ability to come up with ideas/ solutions. I
leaned different Software used for digital marketing.
 CHAPTER 6 - B

CONTRIBUTION TO THE HOST ORGANIZATION

 During project time I created different posts on MET Bhujbal Knowledge City for
Facebook Marketing which helps to organization in uploading on college page.
 I created different ads on Facebook which helps the organization to increase engagement
on page.
 I created Facebook Page for MET Bhujbal Knowledge City.
 I also worked on Data mining which helps organization to collect information on
different sectors.
 I also worked on e-mail marketing in that I sent mails to different real estate agents by
using webmail which help the organization to convert visitors into customers.
 I created different engaging contents on Facebook Page for MET Bhujbal Knowledge
City.
 I created different blogs for sharing purpose.
 Also analyzed the results on Facebook which helps the organization to decide different
strategies, methods and techniques to use for more engagement of the peoples.
 We worked on increasing likes on the Facebook page of MET and Engeniuspark.
 We also worked on Google images to post information and blogs for the page.
 We also tweeted on official handle of the organization Engeniuspark to increase the
presence of organization on the twitter.
 CHAPTER 6 - C

FINDINGS AND SUGGESTIONS

 Findings:
o It improve customer relation , built more business connection and social networking sites
since act as connection between business owners and consumers
o It increase the product/service awareness among customers
o From the study it is evident that the most common member of website used by customers
is Facebook, Google, twitter and LinkedIn.
o There is no enough sales and digital marketing team in the organization.

 Suggestions and Recommendations:

o Fulfill the customer requirements for their satisfaction
o Increase the Digital Marketing Team
o Increase the Sales Team
o Converting leads into prospects
o After sales maintaining CRM
o Training need to analyzed regarding sales pitch or communication
o Solve the problem of call drop. Most of the consumers are dis-satisfied because of poor
network coverage
o Maintain the requirements of employees
o Take necessary action against the complaint received.
REFERENCES
 PDF referred:
o Google BEGINNER‘S GUIDE
o Google Adwords Fundamentals
o Google Search Engine Optimization Starter Guide

 Websites referred:
o https://www.facebook.com/advertising
o http://www.wordstream.com/google-seo-guide
o www.engeniuspark.com

 Books referred:
o Philip Kotler, “Marketing Management” Prentice Hall of India Pvt. Ltd. New Delhi,
14thedition.
o C.R. Kothari “Research Methodology”, Vishwa publication, New Delhi, 2nd revised
edition

 Literature Review:
o Ralf Caers, Etal, Sep 11, 2013, “Facebook: A literature Review”, New Media & Society,
15(6) 982–1002.
o Victoria R. Brown, Etal, 4 May 2011, “The Writing on the (Facebook) Wall: The Use of
Social Networking Sites in Hiring Decisions” , Journal of Business and Psychology, Vol. 26,
No. 2, Bridging the Gap between the Science and Practice of Psychology in Organizations: State
of the Practice Reflections (June 2011), pp. 219-225.
o Moira Burke, Etal, May 7–12, 2011, “Social Capital on Facebook: Differentiating Uses
and Users”
o Antoni Calvo-Armengol, Etal, “The Effects of Social Networks on Employment and
Inequality”, Effects of Social Networks, VOL. 94 NO. 3
APPENDIX
Table:
Sr. No Figure Description
1 Fig. 3.1 Steps for creating Facebook page
2 Fig. 3.2 Created Facebook page
3 Fig. 3.3 How to increase fan engagement
4 Fig. 3.4 List of objectives for creating Facebook ads
5 Fig. 3.5 Campaign name
6 Fig. 3.6 Options for selecting audience
7 Fig. 3.7 Options for selecting budget and ad schedule
8 Fig. 3.8 Different options to choose images for ads
9 Fig. 3.9 Options for payment method
10 Fig. 3.10 Overall performance of Facebook page
11 Fig. 3.11 How many people like your Facebook page
12 Fig. 3.12 Reach of Facebook page
13 Fig. 3.13 How many people visit to Facebook page
14 Fig. 3.14 Steps for to create attractive ads using Google Adwords
15 Fig. 3.15 Options for budget for ads
16 Fig. 3.16 Billing process
17 Fig. 3.17 Ads review
18 Fig. 3.18 List of objectives for lead generation
19 Fig. 3.19 Option for selecting Audience
20 Fig. 3.20 Option for selecting Audience
21 Fig. 3.21 Option for selecting Audience
22 Fig. 3.22 Option for selecting placement
23 Fig. 3.23 Option for selecting Budget