The document summarizes the results of surveys conducted with companies and users regarding social media marketing. The company survey found that most use Facebook and their primary goals are brand awareness and customer engagement. Companies face challenges with content creation and measurement. Most have social media teams and post daily. The user survey found that product learning and entertainment were most effective at keeping users engaged. Product learning and collaboration were best at attracting users. [END SUMMARY]

1. Social Media Marketing:
The changing Corporate perspective &
The factors responsible for User satisfaction
Gaurav Mehrotra

2. Table of Contents
A glance at the contents of the presentation
These are the
topics that will
be covered
during this
presentation
Introduction
Research Problem
Theoretical Model for the research
Hypothesis generated from the model
Research Methodology
Company Survey Results
User Survey Results
Conclusion and Discussion- Companies
Conclusion and Discussion- Users

3. Introduction & Research Problem

4. Introduction
The need for understanding how Social Media is impacting marketing
Let us look at
the various
factors that help
in the surging
popularity of the
Social Media
platforms
Social Media helps you reach a wide audience
Billions of people are connected through Social Media worldwide in one form or another
Social Media provides an all-round automatic feedback and review
Social Media provides better connectivity to the users
Minimal investment marketing is required
People get connected at a very early age, so it is easier to attract them through offers and
entertainment
Smartphones provide round the clock connectivity and applications
The applications can be configured to the needs of the consumers
Product placement through Social Media is easy
Relevance of social media – you become what you share
Users desire to be part of community and move beyond isolation

5. Research Problem
The understanding of the research at hand
► From the empirical investigation this paper would recommend how companies are developing a model based on their
objectives to effectively use social media as an IMC tool
► The research would then go on to discuss the perspective of various corporate houses and the everyday users, the
importance of social media as a communication tool and what are the advantages companies might get upon using it
► Based on these perspectives, the paper will focus on these issues:
 What are the various ways in which corporate houses use Social Media and what are the probable future media
platforms, trends and uses?
 What are the various factors that lead to users/viewers being satisfied from a social media page?
 Across the various categories defined on the basis of Gender, Social Media usage and Smart Phone Usage, which
of these factors contribute the most to the satisfaction of these users?

6. Theoretical Model

7. Theoretical Model
Devising a model that will help us create a base for the research
Information
Quality
Product Related
Learning
Economic
Benefits
Collaboration &
Interactivity
Social Presence
Entertainment
Realising utility &
gaining satisfaction
from brand on SNS
Gender
Smart
Phones
Usage
MODERATING VARIABLES
INDEPENDENT VARIABLES DEPENDENT VARIABLES

8. Hypothesis generated from the model
The primary analysis from a user’s perspective on the basis of the model
These
hypothesis
acted as the
background
to the
research that
was
conducted
Information Quality positively affects the satisfaction of the user from the brand page/profile
Product Related Learning positively affects the satisfaction of the user from the brand page/profile
The Economic Benefits provided positively affects the satisfaction of the user from the brand
page/profile
Collaboration and Interaction by the company representative positively affects the satisfaction of
the user from the brand page/profile
If the brand page/profile provides the user with Social Presence, then it positively affects the
satisfaction of the user from the brand page/profile
The amount of entertainment provided through the profile/page positively affects the user
satisfaction level from the profile/page.

9. Research Methodology

10. Research Methodology
Questionnaire development for the Companies
The primary
motives
from a
company’s
perspective
Primary objectives for being on social media
Amount and resources spent
If they are assessing the importance of Smart Phones
Key challenges for starting on a Social Media platform
Amount of interaction required with the users
Do they have a/Are they going to launch a Social Media strategy?
Average time spent before starting on a Social Media platform
Integration of Social Media with other modes of IMC
How to measure the impact of Social Media on their business?

11. Research Methodology (contd.)
Questionnaire development for the Users on the basis of the Hypothesis
The primary
motives
from a
user’s
perspective
Information Quality positively affects the satisfaction of the user from the brand page/profile
Product Related Learning positively affects the satisfaction of the user from the brand
page/profile
The Economic Benefits provided positively affects the satisfaction of the user from the brand
page/profile
Collaboration and Interaction by the company representative positively affects the satisfaction of the
user from the brand page/profile
If the brand page/profile provides the user with Social Presence, then it positively affects the
satisfaction of the user from the brand page/profile
The amount of entertainment provided through the profile/page positively affects the user
satisfaction level from the profile/page

12. Company Survey Results

13. Company Survey Results
Summary of the results from the survey sent out to the companies
Category Frequency
Social Media that the
companies are using
Facebook
Twitter
LinkedIn
Google+
YouTube
Instagram
Blog
Pinterest
22
13
13
7
9
5
8
2
Primary objectives of
being on Social Media
Increasing Brand Awareness
Engaging the Customer
Building a Community
Reputation Management
Customer Service
Research
Hiring
16
14
15
11
7
5
7
Key challenges faced
by the brand
Measuring Effectiveness
Customer Service
Social Media Policy and Governance
Response Management
Content Creation
Sustain/Increase Engagement Rate
Acquiring the right target groups
Acquiring fans and followers
Budget allocation
12
4
4
8
11
8
7
6
3

14. Category Frequency
New activities initiated Setting up a new In-House Social Media team
Launch a 360 degree integrated campaign
Launch a Social Media exclusive campaign
Introduced the brand on a new Social Media platform
Introduced a Social Media monitoring tool
Initiated Social Media CRM efforts
9
7
9
4
7
5
Investment reasons What competitors are doing
Customer Insight
Market Trends
Already allocated budget
3
6
12
4
Current Measurements Engagement with the users
Social Reach
Visitor Frequency
Visitor Growth Rates
Brand Sentiments
Brand mentions
Share of Voice
Share of Total visitors for the industry
11
6
8
11
5
6
3
3
Business Metrics Leads
Conversions
Sales
Customer Service Cost
Customer Acquisition Cost
ROI
9
6
6
4
2
4
Company Survey Results (contd. -2)
Summary of the results from the survey sent out to the companies

15. 11
3
6
2
Budget of Companies
0-5% 6-10% 11-20% More than 20
4
14
4
Companies on Mobile Apps
Yes No Under Process
50% of the companies surveyed have an overall marketing
budget of 0-5%, whereas 27.3% companies have a marketing
budget between 11-20%. 13.6% of the companies surveyed have
a marketing budget in range of 6-10% while 9.1% of the
companies have more than 20% of marketing budget
63.6% of the companies surveyed didn’t have Mobile Apps
while 18.2% have Mobile Apps. The remaining 18.2%
companies are under process of developing Mobile Apps
Company Survey Results (contd. -3)
Summary of the results from the survey sent out to the companies

16. 59.1% of the companies surveyed employ exclusively for Social
Media campaign teams while the remaining 40.9% don’t.
However, as an additional comment, few comments suggested
that they were planning to create exclusive teams in the nearby
future
36.7% of the companies have multiple posts daily, 18.2% of the
companies have 1 post daily, 18.2% have 1 post per week, 9.1%
have 2-3 posts daily and remaining 17.8% have no set time
frequency
9
13
Exclusivity of team
Yes No
8
4
4
2
4
Frequency of posts
Multiple posts daily 1 Post Daily 1 post per week
2-3 posts a week No time frequency set
Company Survey Results (contd. -4)
Summary of the results from the survey sent out to the companies

17. 27.3% of the companies have a response time of less than an
hour, 27.3% have 1-3 hours, 13.7% have 3-5 hours, 4.5% take 5-
10 hours, 22.7% do it within a day, while 4.5% do it after a day
50% of the companies surveyed have not Linked Social media
strategy to Business Goals but they have a strategic take to
their Social Media strategies, while 13.6% are the frontrunners
having a strategic plan for Social Media linked to their Business
Goals, whereas the remaining 36.3% are working on it
6
63
1
5
2
Time Taken
Within an hour 1-3 hours 3-5 hours 5-10 hours Within a day After a day
3
11
8
Strategic take
Yes- Not linked to Business Goals Yes- Linked to Business Goals
No- But we are working on one
Company Survey Results (contd. -5)
Summary of the results from the survey sent out to the companies

18. 72.7% of the companies involved Marketing department, 36.4%
involved PR department, 27.3% involved both HR and Customer
Services department, 9% involved Legal, 18% involved Sales and
32% involved the IT department for the overall working of the
Social Media platforms
41% of the companies surveyed said that Recruitment is the
main reason, apart from connecting with customers, for using
social Media. 4.5% opted for Internal Communications. 9%
responded with CSR as their option. 27.3% replied Thought
Leadership as their reason for using Social Media apart from
interacting with their day-to-day customers
16
86
6
2
4
7
Departments Involved
Marketing PR HR Customer Services Legal Sales IT
9
12
6
4
Reasons apart from Connecting with Customers
Recruitment Internal Communications CSR Thought Leadership None
Company Survey Results (contd. -6)
Summary of the results from the survey sent out to the companies

19. User Survey Results

20. Category Frequency
Gender Female
Male
193 (40.29%)
286 (59.71%)
Age <20
21-25
26-30
30>
15 (3.13%)
281 (58.66%)
170 (35.49%)
13 (2.71%)
Social Media
Application Usage
Facebook
Twitter
LinkedIn
YouTube
Instagram
Google+
Blog
Pinterest
FourSquare
320 (66.81%)
209 (43.63%)
231 (48.23%)
274 (57.20%)
131 (27.35%)
174 (36.33%)
93 (19.42%)
99 (20.67%)
62 (12.94%)
Usage Frequency Light Users
<30 minutes
30-60 minutes
1-3 hours
Heavy Users
3-5 hours
5 hours>
83 (17.33%)
110 (22.96%)
141 (29.44%)
100 (20.88%)
45 (9.39%)
User Survey Results
Summary of the results from the survey sent out to the users

21. Category Frequency
Smart Phone Usage Light Users
<10%
10-25%
26-50%
Heavy Users
50%>
98 (20.46%)
57 (11.90%)
138 (28.81%)
186 (38.83%)
Reasons for using
Social Media
Social Interaction
Information Seeking
Leisure Time Spending
Entertainment
Relaxation
Expression of Opinion
Meeting New People
Things to Talk About
Convenience
Dating
223 (46.56%)
235 (49.06%)
260 (54.28%)
288 (60.13%)
227 (47.39%)
193 (40.29%)
157 (32.78%)
160 (33.40%)
136 (28.38%)
90 (18.79%)
Brand Engagement
measure through
profile/page visits
Highly level of engagement
Multiple times a day
Once a day
Once every 2-3 days
Once a week
Low level of engagement
Once a month
Not visiting them, but merely reading the updates through news feed
67 (13.99%)
118 (24.63%)
68 (14.20%)
110 (22.96%)
41 (8.56%)
75 (15.66%)
User Survey Results (contd. -2)
Summary of the results from the survey sent out to the users

22. All the values from the Model
Hypothesis Variables R Squared
Significance (from the
Anova table)
Constant B- coefficient
Economic Benefit 0.523 0.000 4.982 0.564
Information Quality 0.331 0.000 7.409 0.733
Product Learning 0.365 0.000 7.590 1.055
Collaboration & Interactivity 0.475 0.000 5.941 0.647
Social Presence 0.369 0.000 7.010 0.776
Entertainment 0.339 0.000 8.218 1.004
User Survey Results (contd. -3)
Summary of the results from the survey sent out to the users

23. All the categories from the Model
Constructs Males Females
Social Media Light
User
Social Media Heavy
User
Smart Phone Light
User
Smart Phone Heavy
User
Economic Benefit Fits Does Not Fits Fits Fits Fits Fits
Information Quality Fits Does Not Fits Does Not Fits Does Not Fits Fits Does Not Fits
Product Learning Fits Fits Fits Fits Fits Fits
Collaboration &
Interactivity
Does Not Fits Fits Does Not Fits Fits Does Not Fits Fits
Social Presence Fits Does Not Fits Fits Fits Fits Does Not Fits
Entertainment Fits Fits Fits Does Not Fits Fits Fits
User Survey Results (contd. -4)
Summary of the results from the survey sent out to the users

24. Conclusion and Discussion

25. Conclusion and Discussion- Companies
The key take-away from the analysis from the companies perspective
► Facebook is the primary platform that everyone is currently on, mainly due to the reach and popularity
► The primary objective of using Social media revolves around Increasing the Brand Awareness as well as engaging the
customer and Building a community
► Companies face a lot of issues, primarily centring on Content Creation for their Social media platform, and in Measuring
Effectiveness of their campaigns
► Companies are bringing new initiatives like Setting up exclusive Social Media teams and Launching integrated Social
Media campaigns
► The Current measurement metric still revolve primarily around engaging with the users and visitor growth rates
► Companies realise that they need to introduce tools for measuring the Social Media campaigns as well as look into
Customer Relationship Management through Social Media platforms
► Teams are hampered by their marketing budgets, as 50% of the companies have allocated budgets of less than 5%
► Majority of the companies had an exclusive Social Media team, which might become a trend leading to higher budget
allocations
► More than 55% of the companies post at least once through their various Social Media platforms, and close to 54% of
the companies responded to the customer enquiries within 3 hours
► 72% of the decisions are related to the Marketing department, with other departments making a sporadic appearance
as per their requirements

26. Conclusion and Discussion- Users
The key take-away from the analysis from the users perspective
► We analysed the hypothesis for the response that was received from the data collection, and we were able to verify
that all of the independent variables contribute towards the satisfaction level of the users to a varying degree
► Amongst those, Product Learning and Entertainment are the two variables, which are able to keep the viewers on the
webpage more than any other variables
► However, in terms of bringing people on the webpage, it is Product Learning and Collaboration and Interactivity that
are viewed as better results provider and hence the company should focus on these factors to lure the viewers
► Product Learning is one variable which every category of user wants from the brand profile or page that they are
following
► Economic Benefits and Entertainment are two other factors which are considered as extremely important while
designing a webpage by everyone except for the Females and the Heavy Social Media Demographics, and hence can
become an integral part of the webpages being designed
► Information Quality is a variable which is not favoured by any category except for the Males and Light Smart Phone
Users
► Collaboration and Interactivity is not favoured by Males and both of the Light category users, which can probably be
explained by the fact that since they are spending lesser time on the webpages, they would require less collaboration
from the administrators of the page
► Social Presence is the only variable across all of the categories, which if increased from its already present state, caused
a decrement in the satisfaction level of the users

27. Thank You!