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IBS MUMBAI

Social Media Marketing

By Ghai Bhupenderpal Singh

14BSP1889

11/06/2015

FACULTY GUIDE COMPANY GUIDE

Prof.Prema Ramachandra Shibani Shetty

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AN INTERIM INTERNSHIP REPORT

ON

DIGITAL MEDIA MARKETING OF HIPPILY APPLICATION

At

Hippily Technology India Private Ltd

A report submitted in partial fulfillment of the requirements of PGPM program of IBS MUMBAI

UNDER THE GUIDANCE OF

PROF. Prema Ramchandra - IBS MUMBAI

Mrs.Shibani Shetty - Hippily Technology Private India Ltd

BY

GHAI BHUPENDERPAL SINGH

Enrollment No: 14BSP1889

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AUTHORISATION

This project entitled “Social Media Marketing at Hippily Technology Private Limited” submitted to IBS Business School, Mumbai, is a record of an original work done during the period 24th February, 2015 to 30th May, 2015, under the guidance of Mrs. Shibani Shetty and Viswanath Ramachandran Founder and CEO, Hippily Technology Private Limited and Prof. Prema Ramchandra, IBS Mumbai.

This project work is submitted in the partial fulfillment of the requirements for the award of the certificate of Post-Graduate Programme in Management (PGPM). References are provided as it is free of plagiarism.

GHAI BHUPENDERPAL SINGH

14BSP1889

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ACKNOWLEDGEMENT

The internship opportunity I had with Hippily Technology Private Limited. was a great opportunity for learning and professional development. Therefore, I consider myself, a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me though this internship period.

I am using this opportunity to express my deepest gratitude and special thanks to the Mrs. Shibani Shetty (Manager) and Viswanath Ramachandran, Founder and CEO Hippily Technology Private Limited., who in spite of being extraordinarily busy with their duties, took time out to hear, guide and keep me on the correct path and allowing me to carry out my project, at their esteemed organization and extending during the training.

I am extremely thankful and pay my gratitude to my faculty guide, Prof. Prema Ramchandra, for her valuable guidance and support throughout the project, in its presently. I sincerely acknowledge her for extending her valuable guidance and support for literature, critical reviews on the project and above all, the moral support she had provided during all the stages of this project.

I extend my gratitude to IBS Business School, Mumbai for giving me this excellent opportunity.

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ABSTRACT

This report presents the work experience on a Mobile application known as “Hippily” which operates on both android and iOS platforms. This internship report in based on three month long internship program that I had completed in Hippily Technology Pvt Ltd.

In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. It is practically impossible to design a marketing strategy without considering social networks. Social media had become really important gradient in today’s marketing mix in general and in promotion mix in particular. Adapting some form of marketing online through social media is a key node for all businesses especially in an industry where trends constantly change such as fashion and handicrafts.

My internship is on social media marketing. Throughout my internship, I had been working on different social media platform like Facebook, Twitter, Instagram, Google+ and Pinterest. I planned and executed different social media campaigns (contests) for Twitter and Instagram. This report explains the importance of social media marketing in present era and this report will help the reader to get an idea about the Industry, Indian population and digital media, concepts of social media marketing. I also worked on Content Marketing for all the products which I uploaded on daily basis on the application, Push notification, and also for the Instagram post. I also did category management in which I was allotted “Men’s Accessories and Travel product” in this the work was to disable the repeated kind of products and give suggestions on how the category can improve further for the companies’ mobile application. The successful completion of this internship indicates that future of marketing is in the hands of Digital.

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TABLE OF CONTENTS

Authorisation………………………………………………………..3

Acknowledgement…………………………………………………..4

Abstract………….…………………………………………………..5

1. Introduction1.1 Company Profile…………………………………………91.2 Vision and Mission……………………………………...101.3 Management……………………………………………..111.4 About CEO……………………………………………….121.5 Application Functioing…………………………………..131.6 Methodology……………………………………………..141.7 Limitation of Study……………………………………….161.8 Competitors……………………………………………….17

2 INDUSTRIAL ANALYSIS2.1 Social Media Marketing Industry……………………………192.2 Social Media Marketing Model……………………………... 202.3 Benefits of S&M Marketing………………………………….212.4 Strategies of S&M Marketing………………………………...232.5 SWOT Analysis………………………………………………242.6 PEST Analysis………………………………………………..26

3 Social Media Marketing 3.1 What is Social Media Marketing……………………………..29 3.2 Objective of Social Media Marketing………………………..30 3.3 Target Audience……………………………………………...31 3.4 Platform Used………………………………………………...32 3.5 4c’s of Social Media Marketing……………………………...43 3.6 Life Cycle of Social Media…………………………………...48

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4 Social Media Campanign 4.1Instagram Contest……………………………………………...50 4.2 Instagram Contest Anaylsis…………………………………...53 4.3 Twitter Contest………………………………………………...56 4.4 Twitter Contest Anaylsis………………………………………57

5 Offline Marketing 5.1 Word of Mouth Marketing……………………………………..61

6 Content Marketing 6.1 Push Notification………………………………………………63

7 Findings, Conclusion, Recommendation 7.1 Findings………………………………………………………..65 7.2 SWOT Anaylsis for Hippily…………………………………..66 7.3 Conclusion…………………………………………………….69 7.4 Recommendation……………………………………………...70

Refrences………………………………………………………………71

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CHAPTER 1

INTRODUCTION

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1.1 COMPANY PROFILE

Hippily Technology Pvt. Ltd is a company that operates its mobile based application named ‘Hippily’. The app is available on Apple’s I-phone and all Android devices. The company was founded on 17th December, 2013. Based in Powai, a suburb of Mumbai Hippily caters to the needs of consumers across India.

Following are the predefined product categories of Hippily. Men’s, Women’s and Kids Apparels. Fashion Accessories and Jewelry. Bags and Wallets. Footwear. Beauty Care Products. Quirky Products. Home Décor Products. Vintage and Antique Products.

Products Segregation of Hippily Mobile Application which as follow:-

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38%

15%8%

9%

3%

5%

20%

2% Products Segregation

ClothingAccessoriesBags and WalletsFootwearBeauty CareElectronicsHome DécorBooks & Media

1.2 VISION AND MISSION

Vision: To be the app that determines the Product-Purchase influence and interest graph for consumers.

Mission: Helping people discover the products their friends love.

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1.3 MANAGEMENT

The company is headed by the founder & CEO, Dr. Vishwanath Ramachandran. A content team and engineering team work together tirelessly to give users of the app a smooth and efficient browsing experience .

The content team, headed by Ms. Shibani Shetty is responsible for curetting unique content for the app, as well as marketing the app. It consists of interns, freelancers and campus ambassadors.

Hippily follows a very open culture, where feedback is openly welcome always. An open-door policy is followed, which enables any employee to communicate with any other employee.

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1.4 ABOUT THE CEO

Mr. Viswanath Ramachandran served as Vice President of Engineering for Webaroo Inc.

Mr. Ramachandran led the development, testing and deployment of Webaroo's software products and service.

He worked in various engineering and management roles at Netscape, Siebel and Digeo.

He served as the Founding Executive and Chief Technology Officer of Webaroo Technology (India) Private Limited.

His Ph.D. research has been published in international journals and conferences and his prior work in the industry has been granted patents.

Mr. Ramachandran holds a Master’s and Ph.D. in Computer Science from Brown University and a Bachelors degree in Computer Science from IIT, Bombay.

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1.5 APPLICATION FUNCTIONING

Hippily is dedicated to helping users discover and share beautiful, hip products. The customers just needs to choose the categories to follow, and a carefully curetted stream of products from dozens of stores, presents itself in an addictive smooth swipe based user interface.

The customers get to see each product by itself, and also can view the comments posted by the person who has uploaded the product.

Users of the app are at an advantage because :- They get access to a variety of e-commerce stores for a

particular product they are looking for.- They have access to many options when they want to purchase a

product.- Hippily notifies users of new finds and unique products on a

daily basis.- Hippily keeps it users in touch with the latest trends; be it

clothing, electronics, home décor, books & media, sports &fitness, etc.

- Hippily has a database of over 1000 ecommerce stores, from which it curates the best products on a daily basis and features on the app.

- The customer is saved of the trouble of going through a long list of products on an e-commerce store and leaving dissatisfied without getting something unique.

Hippily gives users the best of products that they can directly buy from the website, as the app redirects users to the webpage that sells the product, so that the user can directly purchase the product.

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1.6 METHODOLOGY

The project is based on both quantitative along with the good mixture of qualitative part. The report is based on both Primary and Secondary data

Primary Data: - This report is based on primary data which has very less primary data as the primary survey was made by me to know the peoples reaction towards various social media campaigns. As I asked personally 20 peoples that if the company comes with any contests on social media platforms what will you do.

Secondary Data: - This report is mainly based on secondary data as I have read may case studies to understand the social media marketing techniques which other e-commerce sites used in their initial stage while they came into market and also read many blogs for the new and advance marketing for social media platforms. I also made a research on internet which social media have more conversion rate.

Online Marketing for increasing the visibility and popularity amongst the marketplace.

Social Media marketing for raising the visibility ratio amongst the customer base and also aid in base generation.

Data Generation and Segregation of the details of different brands products.

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Data Sources:- Primary sources:-Primary data on social media was

collected from my personal interaction with 20 random people on social media platforms.

Secondary sources: - Like primary data secondary source is also major stream of information which helped me in my project. List of secondary sources is

Internet Social Network sites Text Books Blogs Case studies

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1.7 LIMITATION OF STUDY

To build up this study several limitations has been discovered. Those limitations are:

To collect primary data it is hard to get the correct information from people because they might not feel comfortable or provide their false feeling because they want to remain surveyors’ feelings to be intact.

This is a long term research where more information could be included. Due to the lack of time I was unable to compile all the information through.

The precise analysis requires good amount of financial support, because of that monetary limitation it is impossible to use the full potentiality of social media marketing.

As the marketplace is only online, thus the offline potential customers are left out.

Being a start-up company, we are still to establish a renowned name in the e-commerce industry, which will take some time to process up. Thus, Brand Visibility is low.

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1.8 COMPETITORS

INDIAN COMPETITORS US COMPETITORS1. Roposo 1.Fancy2. Sweet Couch 2. Wish 3. Wooplr 3. Wapelo4. Allmemoirs

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CHAPTER 2

INDUSTRIAL ANALYSIS

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2.1 SOCIAL MEDIA MARKETING INDUSTRY

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company. If some of the event, video, or post gets famous it spreads like a viral on all the social media platforms. Through social networking sites, companies can interact 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.

In order to integrate Social Networks within their marketing strategies, companies have to develop a marketing model.

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2.2 SOCIAL MEDIA MARKETING MODEL

In a marketing model (SNeM2S) based on Social Networks is provided. The model includes the following steps:

Selection of potential Social Networks to use;

Definition of a financial plan;

Definition of organizational structures to manage the Social Network in the market;

Selection of target;

Promotion of products and services;

Performance measures

Social Networking is used by 76% of businesses today. Business retailers have seen 133% increases in their revenues from social media marketing.

Some of the highlights include:-

92% of marketers say social media is important for their business (up from 86%)

58% of marketers say original written content is the most important form of content

68% of marketers plan on increasing their use of blogging 61% of marketers plan to increase Google+ activities in 2014 6% of marketers are podcasting and 21% plan to increase

podcasting activity Facebook and LinkedIn are the two most important social

networks for marketers 64% of marketers plan on increasing their use of LinkedIn.

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2.3BENEFITS OF SOCIAL MEDIA MARKETING

The top benefits cited for social media marketing include top of funnel objectives like increased exposure (92%) and increased traffic (80%). While that is to be expected, what is interesting is that the more time marketers have been at social media marketing, the more social media helped them improve sales.

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Top B2B Social Media Platforms: 33% LinkedIn 31% Facebook 16% Twitter 11% Blogging 3% Google+ 3% YouTube

Top B2C Social Media Platforms 68% Facebook 10% Twitter 6% Blogging 6% LinkedIn 2% YouTube 2% Google+ 2% Pinterest 1% Social Review Sites (Yelp)

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2.4 STRATEGIES OF SOCIAL MEDIA MARKETING

There are two basic strategies for engaging the social media as marketing tools:-

The passive approach:-Social media can be a useful source of market information and customer voice. Blogs, content communities and forums are platforms where individuals share their reviews and recommendations of brands, products and services. Businesses are able to tap and analyze the customer voice generated in social media for marketing purposes; in this sense the social media is an inexpensive source of market intelligence which can be used by marketers to track problems and market opportunities. Unlikely traditional marketing i.e.; market research methods such as survey, focus group and data mining which is very time consuming and expensive, marketers can now utilize social media to obtain ‘live’ information about consumer behavior. This can be extremely useful in a highly dynamic market structure in which we now live.

The active approach:-

Social media can be used not only as public relations and direct marketing tools but also as communication channels (targeting specific audiences with social media influencers) and as customer engagement tools. Using customer influencers (for example popular bloggers) can be a very efficient and cost-effective method to launch new products or services.

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2.5 SWOT ANALYSIS OF SOCIAL MEDIA MARKETING

Strengths:- Consumer-centric solutions Make presence in popular SM channels Servicing wide range of industries Create the 'Human' factor for the Brand B2B customers networking can help gain B2C

audience Can focus on quality content over quantity Broad minded approach in content creation Investment and Interest over SMM.

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Weakness:- New to SMM Few followers or fans Poor engagement with fans Insufficient interactive content creation Less creativeness or narrow minded approach in content creation Low target driven focus on key user segments Restrictions on employees to use social networks No frontier between the brand and users

Opportunity:- Create a strong loyal community Target niche markets and audience Connect with happy customers via social media Instant support via social networks Connect with the 'Mavens' Inter-connect all social channels and form a closed group Create viral content - esp. for YouTube Run social media contests and campaigns

Threats:- Just another start-up brand image Brand impersonalisation Mediocre engagement Negative followers hurling bad comments Dominating presence of competitors Impression of industry incompetence Time consuming campaigns Insufficient funds and resources

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2.6 PEST ANALYSIS OF SOCIAL MEDIA MARKETING

A PEST analysis is a business measurement tool. PEST is an acronym for Political, Economic, Social and Technological factors, which are used to assess the market for a business or organizational unit.

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Social Media is much of a stand-alone industry in terms of these factors.

Any of the changes does not cause much difference to the

industry. Economical factors have very less influence on social media

because no matter how much downfall an economy can go to, people

will still use social media. To some extent it may reflect into its

commercial part but on industrial level as whole it will still continue to

influence the community.

Political factors also have no significant influence on the industry apart

from work ethics. Although due to recent events and movements,

governments of different countries and states have had asked all social

media giants to block or remove the inflammatory contents which might

offend Indian sensibilities. India against Corruption was a latest protest

movement related to political issues that took its toll on Indian

Government which received a huge support throughout the country and

was reflected on several platforms of social media.

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CHAPTER 3

SOCIAL MEDIA MARKETING

3.1 WHAT IS SOCIAL MEDIA MARKETING

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Social media marketing is the process of gaining website traffic or attention through social media sites.

Social media marketing, or SMM, is a form of internet marketing that implements various social media networks in order to achieve marketing communication and branding goals. Social media marketing primarily covers activities involving social sharing of content, videos, and images for marketing purposes.

Social media marketing can also be defined in this way :To increase sales by promoting a product or service via social media platforms like Facebook, Google+, Twitter, LinkedIn, Pinterest, Instagram and others, using a range of marketing communications tools and techniques.

Let’s take a quick look at traditional marketing vs. social media marketing.

Traditional Marketing Social Media Marketing

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Dominate the Market!Create a Social Media Community within the

Market

Shout Out Loud Listen, and then Whisper

Me, Me, Me Us, Us, Us

PUSH the Product or Service

PULL in People with your Message/Story

Advertising Word of Mouth Social Marketing

Control Allow

Nurture “Leads” Nurture Relationships

3.2 OBJECTIVE OF SOCIAL MEDIA MARKETING IN HIPPILY.

Build a social media community with high organic & inorganic growth.

Encourage greater communication in the social media community

Increase downloads and drives app usage via Social Media

3.3 TARGET AUDINCE FOR HIPPILY.

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3.4 PLATFORM USED

HippilyCollage students

to Young professionals

Age group 16-35

Active Lifestyle

TechnologyEarly Adopters

SocialInfluencers

Positive Attitude

Progressive Mindset

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Social networking websites allow individuals to interact with one another and build relationships. When companies join these social channels, consumers can interact with them directly. That interaction can be more personal to users than traditional methods of outbound marketing & advertising.

Social networking sites act as word of mouth. Social networking sites and blogs allow followers to “retweet” or “repost” comments made by others about a product being promoted. By repeating the message, the user's connections are able to see the message, therefore reaching more people. 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, companies can interact 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.

PURPOSES AND TACTICS:-

One of the main purposes in employing Social Media in marketing is as a communications tool that makes the companies accessible to those interested in their product and make them visible to those who have no knowledge of their products. Some commonly used platforms for the projects were.

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1. TWITTER:-

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Twitter allows companies to promote their products in short messages limited to 140 characters which appear on followers’ home pages. Messages can link to the product’s website, Facebook profile, photos, videos, etc.

With the twitter handle of HIPPILY INDIA there was four to five tweets everyday for promoting the brand. Companies twitter handle is below. The twitter handle has 319 followers. Which includes the big brands of fashion industry.

2. FACEBOOK:-

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Facebook pages are far more detailed than Twitter accounts. They allow a product to provide videos, photos, and longer descriptions, and testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page as well as send out event reminders.

With the Facebook page of HIPILY INDIA we use to share our daily collection which will be shown on the application on that particular day. We also use to share links of big brands which are there on our application. There was five to six post everyday on the company’s facebook page which increased the Edge rank of the page which leads to more views to our post we share. We have 17000+ likes on company’s page. Here is the Facebook application page

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3. INSTAGRAM:-

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In May 2014, Instagram had over 200 million users. The user engagement rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of Twitter. According to Scott Galloway, the founder of L2 and a professor of marketing at New York University’s Stern School of Business, latest studies estimate that 93 percent of prestige brands have an active presence on Instagram and include it in their marketing mix. When it comes to brands and businesses, Instagram goal is to help companies to reach their respective audiences through captivating imagery in a rich, visual environment. Moreover, Instagram provides a platform where user and company can communicate publicly and directly, making itself an ideal platform for companies to connect with their current and potential customers.

For HIPPILY INDIA Instagram was main social media platform which required more followers so that the company can establish in the third social media platform which now day all the company’s use for their brand promotion. We use to make 13 to 15 posts of our products everyday which are available on our application and also we used to Reposts of the different big brands like Forever 21. This all activity leads to increase the followers from 71 to 260.

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4. GOOGLE+:-

Google+, in addition to providing pages and some features of Facebook, is also able to integrate with the Google search engine. Other Google products are also integrated, such as Google Ad words and Google Maps. With the development of Google Personalized Search and other location-based search services, Google+ allows for targeted advertising methods, navigation services, and other forms of location-based marketing and promotion. Google+ can also be beneficial for other digital marketing campaigns, as well as social media marketing. Google+ authorship was known to have a significant benefit on a website's search engine optimization, before the relationship was removed by Google. Google+ is one of the fastest growing social media networks and can benefit almost any business.

The HIPPILY INDIA is yet to make a presence Google+. If the company makes its presence on GOOGLE+ they have to follow five steps to make an effective presence there are as follow.

Real engagement:-

Google’s epic quest for quality information and content extends into Google+, and it’s easy to spot the spammers and shameless self-promoters here—you can’t come to the potluck and not bring any food. The best way to thrive on Google+, as an individual or

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business, is to engage with people—engage in conversation, community discussions, Hangouts, and ask questions! For as much as Google+ is a social media platform, there appears to be strong connection between Google’s search engine and Google+.

 Give your business a face:-

It’s difficult for a business page to interact on a personal level with individuals. And this is why most small businesses struggle with engagement and attracting a large following. No one wants to hear a pitch, but most people do like to learn. Have someone on behalf of your business present your content in a way that is helpful and not just trying to sell something.

Communities:-

Hippily India has to get involved in areas of your business’ expertise and field—find communities filled with people who share can help you learn and provide opportunities for you to help others, proving your own expertise. These communities are generally kept up by a few moderators and a set of community guidelines. These are great places to learn, engage in discussion, and make worthwhile contacts. There are also communities dedicated to asking and answering questions about the social network, and these are great places to learn more about the effective use of Google+.

Build a reputation based on quality:-

It is absurd to think that you’ll gain hundreds of followers and +1’s overnight, especially with a professional profile. This is where the amount of effort you put into meaningful engagement will begin to manifest into loyal followers, friends, and networking.

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Hone your approach:-

Google+ is not Twitter, Facebook, or LinkedIn. You can’t post and then throw up your hands, walk away, and wait for the +1’s to flood in, nor should you expect overnight success. At the end of the day, Google+ is built on authentic engagement with others in your niche, field, and areas of interest, and that is what will propel you forward.

5. PINTEREST:-

Pinterest is a free website that requires registration to use. Users can upload, save, sort, and manage images—known as pins—and other media content (e.g., videos and images) through collections known as pin boards. Pinterest acts as a personalized media platform. 

The HIPPILY INDIA is yet to make a presence Google+. If the company makes its presence on PINTEREST. As Pinterest has their roots to expand the business have to follow 4 steps after we make our

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account on Pinterest on daily basis. The Pinterest has 10MILLION users worldwide and in INDIA itself the USERS went up by 150% within a year.

We have to make UNIQUE BOARDS i.e.; related to our category of products (Men’s fashion, Women Fashion......) there is also a limit step by Pinterest that is 500 boards with maximum pins that is 200000. And the boards should relate to your application colour.

This should we have to create fresh content and pins STRATEGICALLY. That means when we create our images we should use WATERMARKS of our BRAND that whenever people see it they should come to that its created by HIPPILY.

This step is to DRIVE traffic to our website and other social media platforms by linking our Pinterest account to websites and other social account. In which the pin button is must with its count of pins.

The last step is to just be social that is we have to follow our related brands and share their contents and images on our boards. And in the Pinterest HASTAGS are very important as same as INSTAGRAM. One thing which I came across that is we have to give our followers a human touch we should not always promote our business we can share some MARKETING CARTOONS and tell followers to give their feedback on that images. This strategy is used by HUBSPOT.

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3.5 FOUR C’s OF SOCIAL MEDIA MARKETING

1. CONTENT:-

Sharing & using valued content is the glue for social media engagement & important in the early stages of researching technology purchase. 59% of tech professionals use social media to learn about new products and services. 45% of use social media to learn about new company and brands.

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2. CONVERSATION:-

More conversation, less promotion. Listen, monitor & research to your customer on social media the quicker the better. It doesn’t have to be sales all time. Create monitor streams for your strategies key words, look your interest signals like ‘wants’, ‘needs’, ’love’ & strategically reach out when it is appropriate. Find influencers, join conversations.

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3. COMMUNITY:-

Learning happens from peers &experts around similar professional’s roles, areas of needs or interest & discussion on real issues. Community built through high value content peers & through leader’s exchange of ideas; & pros sharing advice & experience - NOT ADS

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4. CONNECTIONS:-

All channels are not created equal priority the social channels where your prospects & influences spend time. Linkedin is powerful for content; Twitter for news quick bites; YouTube and Slideshare for how-to info; Facebook for trends. Pulse your customer test new social channels.

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3.6 SOCIAL MEDIA LIFE CYCLE

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CHAPTER 4

SOCIAL MEDIA CAMPAIGN

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Hippily Technology Private Limited is a startup company. And know for best of best products on its application from various e-commerce sites like Flipkart, Amazon, Myntra, and Jabong. As my work is to make higher rate of conversion by making different “research” for the company on social media campaigns and making the practical use of campaigns.

4.1 INSTAGRAM CONTEST

Process for Instagram contest is as follow:-

Instagram Hastag contest

New followers

Natural

followers

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BACKGROUND:-

Instagram contest are taken place for increasing followers for the company’s Instagram handle. So I planned a contest for HIPPILY INDIA. Just about everyone has Giveaway Contests. So we decided to run a contest by selecting two dresses and asked our audience to say which dress would be their Style Pick. In this the participants has to follow just three easy steps to make sure they are eligible for contest.

Contest was held for three days and winner was chosen on the basis that the person having more number of likes on their Repost will win.

This contest gave a positive response as the follower increased by 50 in just three days.

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INSTAGRAM CONTEST PICTURE.

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4.2 INSTAGRAM CONTEST ANAYLSIS

SUCCESSFULLY CHANGE IN FOLLOWERS

THURSD

AY

FRIDAY

SATU

RDAY

SUNDAY

0

100

200

300

FOLLOWERS

FOLLOWERS

The follower were increased by 50 in just three days this proves the contest was a successful.

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KEY WORD ANAYLSIS

As the contest rule was to use the HASTAG #livehippily to be eligible for winning the most popular word used by participants is #livehippily.

TOP PHOTO HASTAGS.

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The most popular Hastag used throughout three days when the contest was run are ‘Contestalert’, ‘’Contest’& ‘Win’ all these three Hastag shows 58 responses.

NUMBER OF LIKES INCREASED PER POST:-

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In the week of contest the total likes increased from 786 to 995 and comments also increased from 20 to 43 which lead to increased Total Engagement from 806 to 1037.

4.3 TWITTER CONTEST

A Twitter contest is not only a great way to build buzz and increase brand engagement, but it also generates new followers and grows your brand presence. There are even some who would suggest that Twitter contests are more effective at building engagement than any other online (paid) investments. So we decided to run a twitter contest with companies twitter handle.

The contest was basically divided in two steps, The participants 1st have to follow us on @hippilyindia. Then has to ‘Retweet’ the contest picture with their favorite

stylepack.

The winner was decided on the basis by the person having more retweet on their answer would be selected as winner of the HIPPILY INDIA twitter contest.

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CONTEST IMAGE

4.4 TWITTER CONTEST ANAYLSIS

SUCCESSFUL CHANGE IN FOLLOWERS

WEDNESDAY THURSDAY FRIDAY275

280

285

290

295

300

305

310

315

320

325

FOLLOWERS

FOLLOWERS

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The followers increased from 291 to 319 in three days.

Audience Profile Analysis: Top Keywords

0

2

4

6

8

10

12

14

10

1312

9

65 5 5

Audience Profile Analysis: Top Keywords

# Pr

ofile

s

Audience Distribution by Date of Last Tweet

Last 2

4 hours24 hours-

1 ...

1-2 wee

ks

2-4 wee

ks

1-3 months

3-6 months

6-12 months

> One y

ear

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

20%

11% 12%

6.1%

19%

11%

17%

4.3%

Audience Distribution by Date of Last Tweet

Top Time Zones: Total Audience

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GMT+05:30

GMT-05:00

GMT-10:00

GMT-07:00

GMT

GMT+06:00

GMT-11:00

GMT-08:00

GMT+01:00

GMT+02:00

58%

8%

7%

6%

6%

3%

2%

2%

2%

2%

Top Time Zones: Total Audience

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CHAPTER 5

OFFLINE MARKETING

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Given the Internet’s tremendous rise in popularity, today’s marketers refer to other media channels that aren’t connected to the World Wide Web as “offline.” Offline marketing strategies utilize offline media channels to create awareness of a company’s products and services. These campaigns can include radio and print advertising – including billboards, signs and pamphlets – telemarketing, and television ads.

In my internship I have used the offline marketing as traditional marketing to increase the number of Downloads for the Hippily Technology Pvt Ltd.

5.1 WORD OF MOUTH MARKETING

Word-of-mouth marketing (WOMM, WOM marketing), also called word of mouth advertising, differs from naturally occurring WOM, in that it is actively influenced or encouraged by organizations (e.g. 'seeding' a message in a network, rewarding regular consumers to engage in WOM, employing WOM 'agents').

In this the task given to me was to increase the number of downloads and for that there was some amount bonus given to me.

The task was constrained to one week.

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CHAPTER 6

CONTENT MARKETING

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Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. As my work was to make contents for the company’s application while uploading products and for the various posts on social media platform

Content Marketing was used to upload products on the daily basis we added 30 products to the companies UI.

Content was used for the push notification as daily basis. Content marketing was also used the Instagram post for daily

basis

6.1 PUSH NOTIFICATION

Push notification, also called server push notification, is the delivery of information from a software application to a computing device without a specific request from the user. We design push notification for our users based on one Hastags for that day. For example the Hastag is #party so the push notification is design on that and its send to user of the application to check out our party collection. Some of the push notifications are based on Demographics like Age and Gender.

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CHAPTER 7

FINDINGS, CONCLUSIONS AND RECCOMENDATIONS

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7.1 FINDINGS

There is almost no variability among the social media network users on the basis of gender. It has been found that younger people are adopting social media like anything and with a pace that was never before in the past. It has also been found that almost every social media users who were respondent in this case use to go to brand pages to learn more about the product/services, to learn about the exclusive offers, to find the reaction of their friends and peer onselected brands. The effectivity of social media as a marketing tool will only be possible whenorganisation having their presence on social media provide the concrete and timely information needed by the consumers. The main way fans come to join/ follow a brand page/ brand on social networking sites is through advertising followed by a friend invitation .Buying Decision also plays an important role in motivation towards brand following on the social networking platforms. The desire to engage with the brand either through dialog with the brands representatives or with other consumers (business to consumer + consumer to consumer communication) leads to advocacy and loyalty towards the brand and such consumer starts working as a brand ambassador of the product/service. The brand following over the social networking sites is converted into brand purchase either through offline or online buying channel if the marketing strategies would be designed by keeping in mind the perception and expectations of the consumers. Consumer does research with search engines to locate their product/service and brand of interest. With more networks are more likely to gather opinions through their online network, read blogs and query the Twitter channel as early steps in the decision making process .There is a gap between consumer expectations and actual delivery at social networking websites. Consumers don not get the

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information timely and adequately. The questions are not being answered by the brand pages in the speculative time frame of consumer. The consumers also do not perceive social media networks in general and brand pages in particular as a grievance redressal platform. Because the brands are not promptly respond to the issues raised by the consumers.

7.2 SWOT ANAYLSIS OF HIPPILY.

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Strengths: Hippily has a database of over 1000 e-commerce stores from

which it features products on its app. The function that the app performs i.e. curetting the best product

from amongst the ordinary is a time saver for consumers. Hippily’s CEO has vast experience in this industry and his

knowledge and guidance is definitely strength of the company. The app is one of a kind and there is no direct competition as of

now and hence, it is a short-term strength for the company

Weaknesses; When it comes to promoting its apparel and accessories,

Hippily lacks experts on fashion, to curate its products. The app’s user interface doesn’t have a search button. Though

a simple glitch, this technical error is a weakness and it’s evident because many users have uninstalled the app because of the lack of this feature.

The look of the app is rather dry and not exciting. Being an app that’s targeted to the younger crowd, such a look is a weakness. It needs to be attractive.

The app is in its nascent stage and therefore very few people are aware of its existence.

Only products from e-commerce websites can be featured and not from apps.

.

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Opportunities: Becoming a commercial app rather than just a social and

discovery app is a huge revenue generating opportunity for hippily.

Hippily can use investors to grow. More money means Hippily will be able to hire the services of experts to enhance the app.

Social Media awareness is a huge opportunity and avenue for hippily to increase awareness about its app and thereby increase downloads.

Entering into affiliate programs with e-commerce stores is another opportunity which hippily can use to increase awareness, and generate more users.

 Threats : The only major threat that hippily has right now is the competitors

that it has. Apps like Roposo, Sweet couch function on almost the same lines as hippily.

Off late, many e-commerce websites are switching to the mobile-app platform. As hippily doesn’t pick products from apps, this new trend is a threat to the app.

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7.3 CONCLUSION

In conclusion, business today is being transformed from a transactional relationship to a social relationship. It is now more critical than ever that successful businesses use Engagement Marketing principles to plan for successfully engaging their prospects and customers before during and after their purchase cycle, and that the basis for this engagement is high-quality and relevant information. Information which are demanded by target market at a time and place of their choice (24/7 and 365 days/year) .

Marketer’s job is to provide this information in such a manner that you are viewed in a positive light, create a positive brand and product reputation and are selected as their brand of choice. With the present growth and scale of social networking we would even be able to buy products and services through the social medium. The medium is growing very fast and holds huge potential but is still in its nascent stage in India. Therefore, it is time for the companies to make effective strategies and execute them to win larger share of business through this revolutionary medium and become the innovative firm of coming future.

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7.4 RECOMMENDATIONS

Social media channels have a remarkable ability to attract customers with very brief statements and they can lead your prospects and customers to valuable content located on your website. On the other hand, your website can encourage visitors to engage with your company by prominently linking to your social media channels. In order to accomplish this goal the following steps may be followed, 

Modify your website to complement your Social Media Strategy. Identify the Actions you want your Customers and Prospects to

take. Implement your Conversations. Provide the Content your Visitors Want. Maintain a consistent Communication Style. Send Advertisements. Use your Web Properties to drive people to take the actions you

are targeting .In order to influence your prospects and customers, your sales effort must follow a process that captivates and transforms your prospects by implementing these steps, which must be integral part of Social Media Marketing strategy.

Run Social Media campaigns on a regular basis as the company is start up it will create awareness in the minds of people.

REFERENCES

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1. Neti, S. (2011). "Social Media and Its Role in Marketing" (PDF). International Journal of Enterprise Computing and Business Systems 1 (2).

2. Saravanakumar, M., Suganthalakshmi, T. (2012). "Social Media Marketing" (PDF). Life Science Journal (LSJ) 9 (4).

3. Mahapatra, Lisa (2013-08-09). "Social Media Marketing: How Do Top Brands Use Social Platforms?". IBTimes.com. International Business Times. Retrieved 10 June 2014.

4. Hanna, R., Rohm, A., Crittenden V. (2011). "We're all connected: The power of the social media ecosystem". Business Horizons (BH) 54 (3): 265–273. : 10.1016/j.bushor.2011.01.007.

5. Olenski, S. (2014). "4 Things Marketers May Not Know About Social Media Marketing". Forbes.

6. Hlavac, R. (2014). "Because we’re Happy: Using Social Media to Turn Audiences Around".Forbes.

7. TOI,2014. Indian to have 243 million internet user by june 2014: IAMAI. [online] Available from: http://timesofindia.indiatimes.com/tech/tech-news/India-to-have-243-million-internet-users-by-June-2014-IAMAI/articleshow/29563698.cms [Accessed on 10 April 2014]