consultancy research project on social media marketing for leeds metropolitan university

Project Report for Leeds Metropolitan University

Consultancy Research Project

On

Social Media Marketing

For

Leeds Metropolitan University

Using

Online Marketing & Promotion Techniques

To

Attract Fresh Candidates for M.A International

Communication

Client: Leeds Metropolitan University

Supervisor: Dr Lawrence F. Bailey

Group Report Presented By:

Lawrence Makhaya (33210138)

Hitesh Deepak (77073807)

Monik Mehta (77076458)

Vinit Ajmera (77072146)

Yang Shi (77073105)

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Table of Contents:

1.0 Background of Study-------------------------------------------------------------------------------------------------------41.1 Abstract:--------------------------------------------------------------------------------------------------------------4

2.0 Structure of Literature Review--------------------------------------------------------------------------------------------43.0 Significance/Purpose of Research----------------------------------------------------------------------------------------54.0 Types of Social Media Tools for Promotion----------------------------------------------------------------------------6

4.1 Introduction:---------------------------------------------------------------------------------------------------------64.2 Three Generations of Web for constructing Social Media Platform:--------------------------64.3 Methods of Online Promotion through Social Media Platforms:--------------------------------7

5.0 Research Methodology----------------------------------------------------------------------------------------------------95.1 Research Strategy:-----------------------------------------------------------------------------------------------95.2 Research Design:------------------------------------------------------------------------------------------------105.3 Research Population:-------------------------------------------------------------------------------------------115.4 Sample Size:-------------------------------------------------------------------------------------------------------125.5 Method of calculating Sample Size:----------------------------------------------------------------------125.6 Questionnaire Survey:-----------------------------------------------------------------------------------------125.7 Ethical Permission:----------------------------------------------------------------------------------------------135.8 Limitation of Research:----------------------------------------------------------------------------------------13

6.0 Analysis & Suggestions for Various Countries:----------------------------------------------------------------------136.1 Russia:----------------------------------------------------------------------------------------------------------------13

6.1.1 Primary Information---------------------------------------------------------------------------------------146.1.2 Secondary Information-----------------------------------------------------------------------------------146.1.3 Recommendation:-----------------------------------------------------------------------------------------156.1.4 Cost:-------------------------------------------------------------------------------------------------------------166.1.4.1 Cost per Mille (CPM) Method:----------------------------------------------------------------------166.1.4.1.1 Sales by CPM:------------------------------------------------------------------------------------------176.1.4.1.1.1 Minimum Purchase Volume:-------------------------------Error! Bookmark not defined.6.1.4.2 Cost per Click (CPC) Method:-----------------------------------------------------------------------176.1.4.2.1 Sales by CPC:-------------------------------------------------------Error! Bookmark not defined.6.1.4.2.2 Minimum Purchase Volume:----------------------------------Error! Bookmark not defined.6.1.4.3 Fixed advertising:---------------------------------------------------------------------------------------186.1.4.3.1 Sales per Fixed Advertising:---------------------------------------------------------------------19

6.2 Turkey-------------------------------------------------------------------------------------------------------------------226.2.1 Introduction:-------------------------------------------------------------------------------------------------226.2.2 Primary Information:--------------------------------------------------------------------------------------236.2.3 Secondary Information:----------------------------------------------------------------------------------236.2.4 Recommendation:-----------------------------------------------------------------------------------------256.2.4.1 Facebook:--------------------------------------------------------------------------------------------------256.2.4.2 Windows Live Profile:----------------------------------------------------------------------------------256.2.4 Cost:----------------------------------------------------------------------------------------------------------256.2.4.1 Cost in Facebook:---------------------------------------------------------------------------------------256.2.4.2 Cost in Windows Live Profile:-----------------------------------------------------------------------25

6.4 China:-----------------------------------------------------------------------------------------------------------------266.4.1 Introduction:-------------------------------------------------------------------------------------------------266.4.2 Bulletin board systems (BBS)-------------------------------------------------------------------------266.4.3 Social networking sites (SNS):------------------------------------------------------------------------276.4.4 Video-sharing websites:---------------------------------------------------------------------------------276.4.4.1 Tudou:------------------------------------------------------------------------------------------------------------286.4.4.2 Youku:--------------------------------------------------------------------------------------------------------286.4.5 Search Engines:---------------------------------------------------------------------------------------------286.4.6 Instant Messaging:----------------------------------------------------------------------------------------296.4.7 Recommendation:-----------------------------------------------------------------------------------------296.4.8 Cost:-------------------------------------------------------------------------------------------------------------306.4.8.1 Renren:------------------------------------------------------------------------------------------------------306.4.8.2 Baidu:--------------------------------------------------------------------------------------------------------30

6.5 Indonesia:-----------------------------------------------------------------------------------------------------------32

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6.5.1 Social Networking:-----------------------------------------------------------------------------------------326.5.2 Recommendation:-----------------------------------------------------------------------------------------356.5.3 Cost:-------------------------------------------------------------------------------------------------------------35

6.6 India:------------------------------------------------------------------------------------------------------------------356.6.1 Introduction:-------------------------------------------------------------------------------------------------356.6.2 Primary Information:--------------------------------------------------------------------------------------366.6.3 Secondary Information:----------------------------------------------------------------------------------376.6.4 Recommendation:-----------------------------------------------------------------------------------------386.6.4.1 Facebook:--------------------------------------------------------------------------------------------------386.6.4.2 Twitter:------------------------------------------------------------------------------------------------------386.6.4.3 Orkut:--------------------------------------------------------------------------------------------------------386.6.5 Recommendations:---------------------------------------------------------------------------------------396.6.6 Cost:-------------------------------------------------------------------------------------------------------------396.6.6.1 Cost in Facebook:---------------------------------------------------------------------------------------396.6.6.2 Cost in Twitter:-------------------------------------------------------------------------------------------39

6.7 Sri Lanka:------------------------------------------------------------------------------------------------------------406.7.1 Introduction:-------------------------------------------------------------------------------------------------406.7.2 Why people use social media in Sri Lanka?-----------------------------------------------------406.7.2.1 Facebook Advertising:---------------------------------------------------------------------------------416.7.2.2 Twitter Advertising:------------------------------------------------------------------------------------416.7.2.3 LinkedIn Advertising:----------------------------------------------------------------------------------416.7.3 Issues of E–Marketing in Sri Lanka:-----------------------------------------------------------------416.7.4 Recommendation:-----------------------------------------------------------------------------------------426.7.4.1 Facebook:--------------------------------------------------------------------------------------------------426.7.4.2 Exhibition:--------------------------------------------------------------------------------------------------426.7.5 Cost:-------------------------------------------------------------------------------------------------------------42

6.8 Nigeria:---------------------------------------------------------------------------------------------------------------436.8 Introduction:----------------------------------------------------------------------------------------------------436.8.1 Facebook:-----------------------------------------------------------------------------------------------------44User Age Distribution - Facebook Nigeria:---------------------------------------------------------------466.8.2 Twitter:---------------------------------------------------------------------------------------------------------466.8.3 Why Use Social Media?----------------------------------------------------------------------------------476.8.4 Issues of Social Media Marketing in Nigeria:----------------------------------------------------476.8.5 Recommendation:-----------------------------------------------------------------------------------------476.8.6 Cost:-------------------------------------------------------------------------------------------------------------47

7.0 Conclusion:----------------------------------------------------------------------------------------------------488.0 References and bibliography----------------------------------------------------------------------------49

1.0 Background of Study

1.1 Abstract:

Research Report that we are going to write will be about Social Media

Marketing, but before that we must know what various web

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developments are based on which all social media sites and tools of

promotion came into existence. It is also necessary to understand why

Social Media Marketing has to be used as an important tool for further

promotion of Leeds Metropolitan University Course i.e. M.A. in

International Communication. There are various Social Media tools

which have been developed and innovated with new add on services that

were not there when they actually started. We must also consider the

basic usage of each and every one of them before reaching to final

conclusion that which one will suite to client’s need. It is necessary to

understand that Social Media marketing have various factors merged

into it. We will try to explore some of them as it’s not possible to discuss

all of them under one title of Social Media Marketing.

We are also doing the Survey on Students in Leeds as to understand how

exactly students take this Social Media Tool as a promotional method

for new courses available in the market. We will also see whether or not

they use social media sites for checking new products & Services offered

and for other promotional offers or not.

2.0 Structure of Literature Review

We as Humans have a habit of socializing and creating the social web

from the beginning. We can form networks around family, friends,

religious beliefs and social status. Social Media is a platform where one

can share any information with our social network using online tools like

(E-mails, Blogs, News-Letters, Audio and Video Files, Photos)

through Social Networking Websites etc(1).

If we check the definition through Wikipedia’s eyes it mentions that

“Social Web is constructed up of Hands-on Online Media through which

News, Photos, Videos and podcasts are made public via Social Media

websites through proposition which is typically reinforced with a voting

process to make Media items become ‘popular’” (2). It is also Called CGM

or ‘Consumer Generated Media’ (3).

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Nowadays the numbers of Social Media Sites are innumerable that one

has a Search Engine Specifically for them as well (4).

3.0 Significance/Purpose of Research

So the Question Arises:

How exactly one should promote his brand and through which

websites?

Should it be YouTube or Facebook?

Should it be BlogSpot or Twitter?

What site should be used and with which method?

What should be the Budget for each one of them?

I believe answer isn’t going to be simple either for anyone who thinks that

all major websites are sufficient enough for the promotion purpose. The

Client or Company may think that only one best site should be chosen for

all the major promotion but rather than going for one major site, it’s the

Customer or our end user of Product and services that define what should

be the method to approach him in all these social marketing sites or

promotional methods. Our Research is for that purpose only.

4.0 Types of Social Media Tools for Promotion

4.1 Introduction:

There is a large number of Social Media Tools Available for Promotion.

But one needs to understand not only the meaning but the purpose of it

for different users as well. For the purpose of our Research Project we not

only needs to understand what is the use of Social Media Websites only

but one also needs to understand the variety of Social Media tools actually

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available for them and the basic difference amongst them before using

them for promotion purpose. They also need to decide which one would

best suited to their need before selecting anyone of them.

4.2 Three Generations of Web for constructing Social

Media Platform:

Web.1.0: is a predominantly a Data Storehouse, with a scattering of E-

Commerce- and a library of Window-shop. Web 1.0 is also called

“Centralized them” Most of these Website content were deliberately

organized by Owners only. Such Websites had marketer’s promotion for

selling Goods. The Web 1.0 was more of a Directory of Info; intended

mainly by companies or individuals for visitors to look at” (5).

Web 2.0: was coined by O’Reilly Media in 2004 (6). He had become a

‘Buzz’ phrase. Web 2.0 is a second generation of web. It had 12% of US

Online Traffic by early months of 2007 (7). If Web 1.0 was a “centralized”

them then Web 2.0 is a “Distributed us” (8).

Webs 2.0 have definite characteristics that are imperative for any

DigiMarketer from the point of view of effect:

Separation of Presentation and Data

Co-Creation of Content

Social Networking

The Supporting Technology AJAX (9)

A large part of Web 2.0 is about Social Networking. Bestowing to Pew

Internet & American Life Project in January 2009(10); it also

mentioned that more than half of American in the age group of 18-44 will

be using Social Networking Sites.

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Web 3.0: is still in the Fogs of the future. It appears flawless that Web 3.0

will be more consumer centric than 2.0 with smart agents playing key role

so that web will work for people whether or not they are online (11).

“As Compared to centrally generated content on Web 1.0 and or user

generated content of Web 2.0, Web 3.0 seems likely to add situation, or

personalization while understanding the consumer thoroughly. It will

similarly rearrange; the understanding around his or her individual reliefs”

(12).

Our Major Concentration would be around Web 2.0 as this is the new hype

thing in the market currently. As I mentioned earlier Web 2.0 is what

these social Media platforms working as they are right now. Most of the

popular things whether used or not are majorly based on web 2.0

Web 2.0 has given a total control to consumer through which social media

networking is possible. Consumer creates its own content and Wired

Magazine called it ‘The Age of Peer Production’ (13). One of the

reasons CCC (consumer created content) is more in demand as

consumer desires to express themselves as well(14).

4.3 Methods of Online Promotion through Social Media

Platforms:

Text Posting: Consumer created content had been a foremost feature

of Internet’s Ancestors (notably CompuServe, later Acquired by AOL)

Most of the Sites includes message board (15) (Examples: Facebook,

Flicker, Orkut, LinkedIn, Google Buzz etc.); Most of the corporate

Websites includes feedback opportunities, as many as 70% consumers

who post on corporate sites also port on other sites as well. A complaint

on corporate sites helps them stem the problems quickly before issue gets

wider and harder to monitor.

Wikis: A Wiki is a website that allows visitors to add and edit content,

and has become the basic tool for mass collaborative authoring. The word

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wiki came from Hawaiian for Quick. The best know Wiki is Wikipedia

(www.wikipedia.org), an online encyclopaedia which was initially

completely based on volunteer efforts by the general public. (16)

Blogs: Blogs are like mushrooms like free software and hosting allowing

anyone to set up a professional looking blogs. About 40% of web users are

under 29 who read blogs while 20% write and publish their own blogs

(17).If one looks at Technorati.com, by 2007 an original search site for

blogs and now monitoring consumer created content (CCC) was

already tracking 75 Million Blogs (over 250 Million pieces of Tagged Social

Media) (18) Examples could be of David Meerman Scott (19), ‘Memo

Gate issue’ (20).

Splogging: Splogging is a programmed posting of the remarks on blogs.

Comments which are intended to deliver other info than what Blogs offers

from spammer’s website only (21).

Moblogs: These are Mobile support blogs that allow users to simply

post Photos and Videos. (Which is easier than placing text) through Mobile

phones. Few of people also called it Mobile vlogging, to take video and

uploading the video to a website by means of one click method

(22).Example can be Twitter on mobile.

Webcasting: A Webcast distribute sounds and Sound & visual files over

the internet media technology. Most of the major broadcasters have their

own webcasts now i.e. BBC, CNN, Al Jazeera, etc. (23).

Podcasts & Video Podcasts: It’s more about transferring audio & video

files that can be downloaded as well. Like name refers to Portable player

(an iPod) (24), ITunes maintains top 100 list of podcasters with top

ranked in excess of 150,000 downloads a week (24).

Machinima (Muh-Sheen-Eh-Mah): This is one of the cutting edge

consumer created content (CCC). Machinima is created by graphic

engines of real time interactive games for movie making. It would be just

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http://www.wikipedia.org/


like 3D movie based on tools & resources accessible contained by

virtual games (25). It epitomize digital world (26).

RSS Feed: RSS Feeds is nothing but a component of web marketing

strategy- It is basically free software, easily available and provides way

to extract information from any device. Shockingly only a small

percentage of population deploys RSS syndication. Only fewer people

understands how RSS Feeds are a preferred way to Niche Market

(27).Example: Netflix Offers RSS Feeds (28)

5.0 Research Methodology

Research is a hard-working, logical autopsy or exploration to substantiate

old knowledge and harvest new knowledge (29) (Burns & Grove, 1987).

English Dictionary Defines Research Design as:

A careful Search

Exploration

Research towards collecting sum of knowledge (30) (Fellow & Liu,

1998).

5.1 Research Strategy:

Naoum delineates Research Strategy in which the research objectives

are probed. There are two different types of research strategies such as-

Quantitative research

Qualitative research

Quantitative Research approaches try to acquire/fold accurate data and

study relationships between facts and theories. Whereas the qualitative

approaches tried to gain/comprehend people perception as entities or as

collections, because of more are ‘Subjective’ in environment (31) (32)

(Fellows & Liu, 2008; Burns & Grove, 1987).

In our research, a quantitative as well as qualitative research approach is

designated to found the variables and factors that affect the Social Media

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Marketing Site Selection for assessment and evaluation of benefits from

each one of them in different countries across the globe.

5.2 Research Design:

According to Burns & Grove (1997) ‘Research Design’ guides the

researcher in implementing and designs the study in a way that is most

likely to achieve the proposed goal (33). The Research Design is the

arrangement used to answer the research question. Kervin refers to

Research Design as a plan for assembling and analysing data which

involves selection of cases, variables and data sources (34). It is the

researcher job to ensure that the design chosen satisfy the particular

research question. Polit & Hungler (1999) states that ‘Research

Design’ involve the development of a plan or strategy that will lead in

collecting and analysis of data (35). Burns & Grove (1997) defines

Qualitative Research as a formal, aim oriented process to obtain

numerical data (36). This method can be utilised to explain variables and

conclude the relationship between variables (37) (Burns & Grove, 1997;

Kervin, 1992).

In our research, an Open-ended questionnaire is used to assemble

data from respondents. Structured questionnaires were presented to

the Students from Leeds & other cities of UK (London, Birmingham etc.)

whether same university or from different universities altogether to collect

the data and identify the frequency of the response for repeated Social

Networking Websites and for different one’s as well.

By undertaking a Survey, it is possible for the researcher to acquire data

about the practices, condition or views of the participant through

questionnaires. A Survey helps the researcher to classify more variables

at one time than it is possible through laboratory or field experiments

while the data is being collected. But there are key weaknesses of a

survey such as-

The point in which the survey was conducted

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Selection criteria of the respondent

Finally, the design of the survey itself

5.3 Research Population:

The population is a set of individuals (or objects) having some shared

characteristics as defined by the sampling criteria established for the

study (38) (Burns & Grove, 1997). In our research, the target population

are the students from various universities and from different cities of UK

who are studying and or planning to studying post graduate course to

have a better understanding of which Social Networking Sites they use for

networking and or information access; which have a valid co-relation with

purpose of our research as well such as:-

To understand Various Social Networking sites used by different

ethnicity, Genders for different purposes.

To understand the replication of population across different social

networking sites as well

Benefits of various Social Networking sites

To do have any understanding of cost & Benefit analysis of each one

of social networking website

5.4 Sample Size:

Burns and Grove define sampling as the process of making selection or

the process of selecting representative units of people for the study in a

research investigation (39) (Burns & Grove, 1997). Sample size is an

important feature in research work because it affects the cost of data

collection, raises questions about the accuracy of the findings, conclusions

and on the whole research legitimacy (40) (Kervin, 1992).

Sample sizes are critical for conducting research. The researcher needs to

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make sure that the sample size is not too small in that case he might not

have a wide range of participants to see results and if your sample size is

too large, the costs, time for your research will be excessive.

5.5 Method of calculating Sample Size:

We have used Non probability sampling method for collection of data.

As per the definition mentioned on Tata McGraw hill, it’s a method in

which, a researcher uses a target, or quota, as a goal for seeking people

or elements that fit the characteristics of the subgroup; when the quota

for each subgroup is met, data collection is complete(41). The snowball

sample which are a part of “non-probability sample procedures”,

which means that the probability of selecting a particular case is not

known or may be zero (42) (Tutesigensi, 2010).

5.6 Questionnaire Survey:

A Questionnaire Survey was developed based on suggestions and

client’s need. Questionnaire had some qualitative aspects well and it

was made in an open ended way so that we can have developed different

opinions on the same things from sample population. This way

questionnaire would help us in understanding the various factors involve

in Social Media Marketing promotion methods i.e. No of users, Cost of

promotion on different websites, required age group etc.

5.7 Ethical Permission:

It had been kept in mind that at any time during this Research work

Identity of our Client and its organization has not been leaked out. Rather

permission had been received in verbal form without much of any effort to

convince most of the Sample population. In case of Data collection part for

Turkey & Russia; we had tried to get the acceptance in writing on e-mails

but mostly we have been successful in getting through without much

hindrance.

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5.8 Limitation of Research:

Due to shortage of time, Whole of the data is not properly distributed in

both genders equally; but we have tried our best to follow the quota

sampling method as such. There was another issue regarding the student

selection. We were supposed to select students from Leeds Met University

but due to shortage of quota students from each country required in our

Research work; we have used ethnic representation from other

universities in Leeds and some from outside Leeds as well.

Questionnaire surveys were mostly face to face; but a few of ethnicity

had to be contacted through e-mails as they were not available in Leeds.

For example People from Russian, Turkish and Thailand were contacted

through E-mail as well.

6.0 Analysis & Suggestions for Various Countries

6.1 Russia:

Russia has the system of free education based on certain ground rules

(43). In the year 2004, the state spending on education amounted to 13%

of the consolidated state budget (44).

6.1.1 Primary Information

From our surveys we found that the maximum students between the age

group of 20-35 years come for higher education abroad. And these are the

students who opt for Masters or PhDs. All these students are online at

least once in a day and they find about their current universities either

through friends on social networking websites, University websites etc.

About 60% of these students are a member on this social networking site

called vkontakte.ru and rest 40% are a member on odnoklassniki.ru. Both

these websites are in Russian language and they prefer it that way. And

there are people who are a member of both these websites.

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6.1.2 Secondary Information

According to com-score, a leader in measuring the digital world, states

Russia as the world’s leading country to have the most engaged audience

online on social networking sites with an average of 6.6 hours daily,

visiting almost 1,307 pages per month by an individual visitor (45).The

most popular of these sites were vkontakte.ru with 14 million visitors

followed by odnoklassniki.ru with 8 million visitors (46).

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6.1.3 Recommendation:

As we noticed from the information received through our survey and some

research that Russia’s maximum online population is on either

vkontakte.ru or odnoklassniki.ru which are their leading social

networking websites. And we even understand that major

destination/education hubs of Russia are Moscow and St. Petersburg.

Therefore:

1. Advertising should be majorly or only done on vkontakte.ru and

odnoklassniki.ru as they are majorly used social networks in Russia.

2. These adverts should be in Russian as that is the preferred

language.

3. As the adverts can be done state wise on both these websites, it is

recommended that they should be done in Moscow and St.

Petersburg only, as they are the major hubs for education with high

young population (48).

4. There are many different ways in which adverts can be put up on

these websites like creating groups, banners, events etc.

5. Audience based on demographics can also be set for these adverts

as it would make it simpler to reach the target audience. Therefore

it is recommended to target the audience between the age group of

20-35 years of age as we see they are the people who do master’s

program in different universities over the globe (49).

6.1.4 Cost:

There are different ways of advertising on both these sites. Therefore

costs also differ based on the type of advertising done. The amount of

users between the age group of 20-35 years of age is 3.8 million

approximately (50). Following are the costs of advertising on vkontakte.ru:

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6.1.4.1 Cost per Mille (CPM) Method:

This is the method of advertising which is even called Cost per 1000

impressions where the advert keeps flashing on the user’s computer.

These prices are excluding VAT and are in rubbles (51).

6.1.4.1.1 Sales by CPM:

Russia - 5,000,000 hitsMoscow - 5,000,000 hitsSt. Petersburg - 1,000,000 hits

6.1.4.2 Cost per Click (CPC) Method:

In this method you only pay if the user clicks on your advert (52). This is

also one effective way of advertising as you only pay for the usage.

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6.1.4.2.1 Sales by CPC:

6.1.4.2.2 Minimum Purchase Volume

Russia - 5,000 clicks

Moscow - 5,000 clicks

St. Petersburg and other regions - 1,000 clicks

6.1.4.3 Fixed advertising:

In this advertising, two banners of different sizes are on the screen for

fixed period of time. This is also one effective way of advertising as it is

seen continuously by the users as they go online almost every day.

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6.1.4.3.1 Sales per Fixed Advertising:

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And the location of the Teaser will be:

The other site where the advert can be created is odnoklassniki.ru which

is the second leading social networking site after vkontakte.ru in Russia

(53) & (54).

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The seasonal coefficient means about 1-2% price change as per the

month of advertising.

6.2 Turkey

6.2.1 Introduction:

Turkey has a large young population i.e. seventy per cent of people are

under the age of thirty five (55). Home to the world’s twelfth largest

Internet market, Turkey has sixth highest internet usage in Europe with

thirty eight percent access. It is predicted that in two years it will rise to

35.8 million users making it fifth highest online users in Europe.

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Turkey has third largest online user per month i.e. around thirty hours per

month following Canada and United States (56).

6.2.2 Primary Information:

As per the data conducted most of the people are between the age group

of 20-30 .Most of them get to know about the university not only from

University website and its prospectus, but also from social networking

sites but in small number. Use of internet is once a day and social

networking media they frequently use is Facebook and Live messenger.

Their main purpose is to socialize and entertainment. Main Language used

in turkey is Turkish. Other language which is also preferable is English.

6.2.3 Secondary Information:

Facebook is rated as the most well-known social networking site in Turkey

with 16.1 million visitors and reported for ninety two percent of the total

time used on social networking sites

During the month, it is also the third largest country in terms of using

Facebook. Window’s Live Profile – which presents turkey’s most well-

known Instant Messenger i.e.-Window’s Live Messenger – rated second by

7.8 million visitors.

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Top 10 Social Networking Sites

Ranked by Total Unique Visitors in Turkey (000)

September 2009

Total Turkey, Age 15+ - Home & Work Locations*

Source(57) : comScore World Metrix

Media Total Unique

Visitors (000)

Total Minutes

(MM)

Social Networking 16,913 5,651.6

Facebook.com 16,050 5,196.1

Windows Live Profile 7,775 50.2

Mynet Eksenim 3,232 24.3

Netlog.com 1,834 94.7

Kalpkalbe.com 1,801 6.9

Windows Live People 1,574 0.3

MySpace Sites 938 22.2

Gecevip.com 866 1.4

Badoo.com 854 52.1

Twitter.com 804 6.7

There are lots local substitute for video sharing as a replacement of

YouTube like www.akilli.tv , www.pikniktube.com , www.izlesene.com (58) .

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http://www.izlesene.com/

http://www.pikniktube.com/

http://www.akilli.tv/



6.2.4.1 Facebook:

In Turkey total of 13,245,860 uses Facebook which is ranked first in

Turkey. So it is highly recommended to use Facebook as social media

networking tool to advertise the course of International Communication

As far as language is concerned 12,677,920 use Language of Turkish in

Facebook. 4, 71,800 people use Language English in Facebook. Thus

Turkish language is recommended rather than English to advertise on

Facebook (59).

6.2.4.2 Windows Live Profile:

91% of people who are online users in Turkey use MSN/windows. Also

MSN/Windows can be operated in Turkish language. So it is highly

recommended that MSN should be used as a tool for social networking to

promote M.A International Course (59).

As YouTube is banned in Turkey alternative website like www.akilli.tv ,

www.pikniktube.com , www.izlesene.com can be used for Social Media

Networking in Turkey to promote M.A in international communication.

6.2.4. Cost:

6.2.4.1 Cost in Facebook:

Total estimated person in Turkey who uses Facebook is 13,245,860. The

age group which they belong to is in between the Age Group of 18-30.

Based on this target options Facebook suggests bid of 0.08 pounds (60).

6.2.4.2 Cost in Windows Live Profile:

A Total Estimated person in MSN/Windows is 19,832,000 i.e. 91% of the

Online users. Cost to advertise over here is 0.10 pounds per click (61).

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http://www.izlesene.com/

http://www.pikniktube.com/

http://www.akilli.tv/


6.4 China:

6.4.1 Introduction:

China’s online population is increasing, until June 2009, there are 338

million users

In China, Internet landscape is very different from other countries. All the

information put online should be censored by Government, and any

information which has bad impact on government will be forbidden to put

online, if found, the government will delete the information and block the

website. Because of this reason, many international websites are blocked;

China’s digital media landscape is dominated by local players (62).

6.4.2 Bulletin board systems (BBS)

The Bulletin Board System (BBS) or online forum is extremely popular in

China. According to a report by iResearch Consulting Group, 36.3% of

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http://english.iresearch.com.cn/html/Default.html


users spend 1-3 hours on BBS, about 44.7% of users spend 3-8 hours

and15.1% of users are even on BBS for more than 8 hours a day(63).

6.4.3 Social networking sites (SNS):

There are 124 million SNS users in 2009. Each user has on average 2.8

accounts. Primary purpose is entertainment, 27.4% log in just to play

games (64) (China Internet Watch).

At present, 32,000 universities and colleges, 56,000 high schools and

85,000 companies in China and 1,500 universities in 29 other countries

are available on Renren’s confirmation system.

6.4.4 Video-sharing websites:

65.8% of netizen use online video sites. The rise of video broadcasting

platforms is very fast such as youku.com and tudou.com like YouTube,

which deliver as much as 100 million video views daily to 12 million users

directly and through national broadcast sites (65). (CNNIC’s 24 Th

Statistical Report)

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http://www.cnnic.net.cn/html/Dir/2009/07/28/5644.htm



http://www.chinainternetwatch.com/385/china-social-networking-sites-statistics-summary/


6.4.4.1Tudou:According to CrunchBase, Tudou.com hosts over 20 million videos and

attracts over 100 million viewers each month (66). Content on Tudou.com

includes both user-generated content and professional content (movies

and television shows).

6.4.4.2 Youku:

As of mid-2008, over 150 million videos were being viewed each day.

Youku users are spending an average of 35 minutes per session, and 60

minutes per user per day on the site.

6.4.5 Search Engines:

Today, Baidu.com is the dominant leader for Search Engines in China. In

the second quarter of year 2009, users went to Baidu.com for 75.7% of

their searches in China (iResearch), and also Baidu.com is more popular

with internet users in the rural areas of China (67)(IDG News Service, Oct

2009).

Source: CR Nielsen, (68) http://www.nielsen-online.com/pr/pr_081010.pdf

27 | P a g e

http://www.nielsen-online.com/pr/pr_081010.pdf


6.4.6 Instant Messaging:

When we speak of instant messaging in China, QQ is at the top of the

Chinese mind. Founded in 1998, QQ currently holds 77.90% and is China's

largest online community with over 377 million active accounts.

Sources (69): ReadWriteWeb, PEW Research Center, Alexa


All the promotion should be written in Chinese, although most of

Chinese students can read in English, they still prefer Chinese to

English.

An active BBS is the most valuable component of a university’s

digital campaign and an essential social element to all sites.

Monitoring conversations on BBS is invaluable information for

university.

Taisha.org is the largest, most influential studying abroad BBS which

attracts about 52,000 students per day who want to study abroad. There

are around 186,000 active users in total. Because it is a professional BBS,

all students trust the information put there. For all the users want to study

abroad, it can be targeted to precise users (70).

http://www.taisha.org/bbs/

28 | P a g e


http://www.alexa.com/

http://pewresearch.org/pubs/776/china-internet

http://www.readwriteweb.com/archives/bbs_china_social_networking.php


If it is promoted in SNS, please choose local websites such as

Renren.com. On one side, the number of users is much more than

international SNS like Facebook, and for user's valuable information

available, promotion can achieve accurate delivery; on another side,

for Government censorship, many international websites are blocked.

It is suggested that making a video advertising on youku.com or

tudou.com, it can be shown to introduce and explain the university

and course, making the promotion livelier than other advertisement.

6.4.8 Cost:

6.4.8.1 Renren:

Pre-pay system, to deposit in account before the promotion.

In the promotion process, you only need to pay the cost per click

(CPC), show is free. Cost per click depends on your setting bids for

the AD, the AD's degree of quality and other advertisers in the

competition.

Maximum cost per click does not exceed your bid, some cases may

even be much lower than your bid, but the minimum cost per click is

0.5 Yuan (5p), deducted from the account (71).Source:

(http://help.ads.renren.com/index.html#5)6.4.8.2 Baidu: For the first

time, customers pay a one-time payment of 5,600 Yuan, 5,000 Yuan

which is stored in account; 600 Yuan is the service charge.

Customer selects the key words design allocation scheme. when a

user clicks for search on the promotion of customer information to

view more information, stored account will be charged from cost per

click (CPC), CPC depends on the ranking of you and other

competitors, the degree of quality, the maximum will not exceed

your bid for the keywords setting (72) Source:

(http://e.baidu.com/).QQ :

29 | P a g e

http://help.ads.renren.com/index.html#5

http://www.irrawaddy.org/article.php?art_id=15819


AD Format AD Sample Price

Rich Button80,000

Yuan/day

Mini Banner40,000

Yuan/day

F-zone42,000

Yuan/day

Video waiting window AD120,000

Yuan/day

group AD60,000

Yuan/day

File transfer AD100,000

Yuan/day

Friends conversation window

text AD

160,000

Yuan/day

Weather broadcasting

80,000

Yuan/day

350,000

Yuan/week

1,500,000

Yuan/month

Image Source (73): (http://www.tencentmind.com/)

30 | P a g e


6.5 Indonesia:

6.5.1 Social Networking:

Social networkers in the Indonesia showed the high level of engagement

on social networking sites averaging 5.4 hours per visitor, with visitors

frequenting the social networking category an average of 22 times during

the month. (Source: ComScore World Metrix)

A quick search for the number of users on the "Indonesia" network on

some prominent social networking sites reveals to us the following: As of

April 2008, Friendster has over 1,000,000 registered users under its

Indonesia network, Facebook's number is 152,432. For lack of better data

with the precise number of Indonesians using such services, through

these searches, we see that Friendster appears to be the most popular

social network of choice for Indonesians online.

On contrary, this graph from Google Trends shows the trend of Facebook

is much better than Friendster, and the number of daily users to Facebook

already surpasses the competitor in 2009, going up very fast.

31 | P a g e

http://www.google.com/trends

http://www.facebook.com/

http://www.friendster.com/


Comparing to other countries, though the total number of users in

Indonesia is less than USA and UK, growth speed is the fastest of all the

countries in the world, and now it is amazingly expanding.

Rank Country

Number of

Facebook

users 1st

July 2008

Number of

Facebook

users 1st

July 2009

Number of

Facebook

users 1st

July 2010

12 month

growth %

24 month growth

%

1 USA 27,811,56069,378,980125,881,22

081.4% 352.6%

2 UK 11,171,54018,711,16026,543,600 41.9% 137.6%

3Indonesi

a209,760 6,496,960 25,912,960 298.9% 12253.6%

Point to be noted:

32 | P a g e


[*figures are taken from Facebook and then compared to Facebook usage

statistics lists (allowing the 12 month and 24 month comparisons.)]

People in Indonesia are used to use Bahasa Indonesian language on

Facebook, and now Bahasa Indonesian is the 5th largest language on

Facebook.

(Facebook’s Top Ten Languages, and who is using them, 2010)

33 | P a g e

http://www.insidefacebook.com/2010/05/24/facebooks-top-ten-languages-and-who-is-using-them/



According to the trend of Facebook in Indonesia, until now,

Facebook is used by 84.9% Reach of Web Population in Indonesia.

(Source: comScore World Metrix). In the future, even now, Facebook

will have a huge impact on the advertising market, especially for

young persons and students segments, so it is suggested to choose

Facebook to promote the course in Indonesian market.

For most of Indonesian speak and read in Bahasa Indonesian, it is

suggested to use Bahasa Indonesian as Advertising language in

Indonesian market.

6.5.3 Cost:

Facebook for Indonesia is £0.11 per click.

6.6 India:

6.6.1 Introduction:

Through a growth rate of 11.2%, India is the seventh leading Internet market in the globe as mentioned in the

following table.

Growth of Top 10 Social Networking Markets Worldwide

July 2010 vs. July 2009

Total Worldwide – Age 15+, Home & Work Locations*

Source: comScore Media Metrix

Social Networking Unique Visitors (000)

Jul-2009 Jul-2010 % Change

Worldwide 770,092 945,040 23%

United States 131,088 174,429 33%

34 | P a g e


China N/A 97,151 N/A

Germany 25,743 37,938 47%

Russian Federation 20,245 35,306 74%

Brazil 23,966 35,221 47%

United Kingdom 30,587 35,153 15%

India 23,255 33,158 43%

France 25,121 32,744 30%

Japan 23,691 31,957 35%

South Korea 15,910 24,962 57%

As mentioned above in Image (79).

Approximately users of internet is twenty one million of which two third

are effective internet audience. Social Media marketing websites in India

is growing annually with a growth rate of almost 100 %. A usual social

media marketing site visitor in India uses 110.4 minutes on websites and

10.4 minutes per month to a social network (80).

6.6.2 Primary Information:

As per the primary data conducted most of the people are under the age

group of 20-35, most of them get to know about the University not only

from University website and its prospectus, but also from agents, family

and friends. Use of the Internet for most of them is once a day, and social

media network they frequently use is YouTube and Facebook. There is

also a sizeable proportion in Linked and Twitter. The main purpose of

using is for entertainment, information and be in touch with people.

35 | P a g e


Language they use to access is English and most of them hardly access

University courses from Social Networking sites.

6.6.3 Secondary Information:

Most of the Indian online users are under the age group of 18-45 which is

a high potential market (81). Facebook has becomes the “Numero Uno

Social Networking Site” in India (82). In Facebook there were only 1.6

million users in early 2008 but 3.5 million in early 2009 (83). Facebook

grew 179 per cent in India in the past year and now it has a slight edge

over Orkut in India. Twitter is the one of the fastest growing Social Networking Site which 239% in

last year.

Top Social Networking Sites in India

July 2010 vs. July 2009

Total India – Age 15+, Home & Work Locations*

Source: comScore Media Metrix

India Total Unique Visitors (000)

Jul-2009 Jul-2010 % Change

Total Internet : Total

Audience

35,028 39,562 13

Social Networking 23,255 33,158 43

Facebook.com 7,472 20,873 179

Orkut 17,069 19,871 16

Bharatstudent.com 4,292 4,432 3

Yahoo! Pulse N/A 3,507 N/A

Twitter.com 984 3,341 239

36 | P a g e

http://www.orkut.com/


LinkedIn.com N/A 3,267 N/A

Zedge.net 1,767 3,206 81

Ibibo.com 1,562 2,960 89

Yahoo! Buzz 542 1,807 233

Shtyle.fm 407 1,550 281

The Above image has been taken through a referred site (84). As far as

LinkedIn is concerned it has 3.4 million members in India (85). Linked is

most popular social network in India.


6.6.4.1 Facebook:

It is recommended to use Facebook as a source of advertising as it is the

most widely used social media in India. This can help in engagement,

involvement, and recruitment of students much more easily and faster.

6.6.4.2 Twitter:

The other source where we can effectively advertise is twitter as it is one

of the fastest growing social networking sites .i.e. 239%.

6.6.4.3 Orkut:

From the above table we also saw that percentage change in Orkut is just

16% which is second lowest top social networking site in India. Hence it is

not recommended to advertise the course on Orkut as it is a dying

industry in India and advertising on it would be a waste of valuable

resources.

37 | P a g e


6.6.5 Recommendations:

First best way is to create a personal page and then page of the Course

i.e. International Communication which we are promoting. Personal page

will have friends and course page will have fans. First try to connect with

the existing networks such as friends, current students, alumni and

prospective students. Inform them and this leads to engagement. Also try

to promote events, share news, share images and videos and also

encourage interaction. Also try to update it regularly and answer any

queries posted. One more tab can be added that is ‘FAQ’ and ‘ASK’ to

connect with students.

Other way to promote is to create our ad on Facebook. After creating an

ad target our audience by location, gender and age. Use specific keyword

to target that specific group.

After the successful creation of page we can create integrating tabs where

we can find its twitter though which its content can be easily accessed.

6.6.6 Cost:

6.6.6.1 Cost in Facebook:

A total estimated person in India who uses Facebook is 9,493,680. The

age group in which they belong to is 18-30. Based on this target options

Facebook suggests bid of 0.20 pounds.

6.6.6.2 Cost in Twitter:

Cost of creating an ad on twitter is free. This can be an excellent cost

effective option which can help us to communicate with students.

6.7 Sri Lanka:

6.7.1 Introduction:

Social media marketing in Sri Lanka is a growing trend with internet users’

reaching 1.776 million in 2010 and this present 8.3% of the population

38 | P a g e


Internet Usage and Population Statistics:

YEAR Users Population % Pen. GDP p.c.*Usage

Source

2000 121,500 19,630,230 0.5 % N/A ITU

2007 428,000 19,796,874 2.2 % US$ 1,623 ITU

2008 771,700 21,128,773 3.7 % US$ 1,972 ITU

2009 1,163,500 21,324,791 5.5 % US$ 2,041 ITU

2010 1,776,200 21,513,990 8.3 % US$ 1,807 ITU

The numbers of users in social networking sites like Facebook, twitter,

LinkedIn etc. are growing rapidly and this gives chance to promote

products on social network sites .There is an assumption that the only

option to social media marketing now is Facebook advertising which is

relatively easy to use and a good return of investment considering the

prize.

6.7.2 Why people use social media in Sri Lanka?

Monitoring and following General election.

Listen to politician videos i.e. YouTube

Share of information, i.e. awareness of volatile areas during

election.

6.7.2.1 Facebook Advertising:

Facebook advertising became really popular during the general election

period in Sri Lanka. The young crowd is the most user of Facebook.

Some of the frequently appearing ads are for doing foreign degrees, etc.

39 | P a g e

http://www.itu.int/

http://www.itu.int/

http://www.itu.int/

http://www.itu.int/

http://www.itu.int/


6.7.2.2 Twitter Advertising:

‘‘Twitter is a service for friends, family and co-workers to communicate

and stay connected through the exchange of quick information. In Sri

Lankan businesses does not use twitter to promote businesses; due of low

number of users online.

6.7.2.3 LinkedIn Advertising:

LinkedIn is underestimated social network that can have significant

impact on your career and business. LinkedIn members are usually people

who are actively looking to enhance their careers and to build connections

that will help in their businesses. You can have access to Search Engine

optimization in Sri Lanka, Web Design in Sri Lanka or simply looking for

business contacts on LinkedIn in Sri Lanka.

6.7.3 Issues of E–Marketing in Sri Lanka:

In Sri lanka there are several online advertising options such Google Ad

words, Yahoo Ads etc. due to relative lack of internet users and even from

that users only a very few purchase anything online.

Despite the development of digital media and the Internet in particular

and the trend for marketers, from blogs to social media sites such as

Facebook, Twitter and LinkedIn etc., marketers in Sri Lanka have resisted

embracing these new possibilities, Instead they opted on familiar

traditional media despite its higher costs and diminishing effectiveness

and returns. Marketers trained and immersed in traditional marketing

methods and media seem to find it too difficult to learn about these new

options and how to use them.

40 | P a g e

http://rumblinglankan.com/893/web-design-in-sri-lanka-how-to-create-a-user-friendly-website/

http://rumblinglankan.com/888/search-engine-optimization-in-sri-lanka-choosing-the-right-seo-company/

http://rumblinglankan.com/888/search-engine-optimization-in-sri-lanka-choosing-the-right-seo-company/



6.7.4.1 Facebook:

Since Facebook has more users in Sri Lanka it is recommended that Leeds

met can use that to promote MA international communication. This is so

because of most people comment and follows local politics on the site.

6.7.4.2 Exhibition:

Despite being expensive, organizing exhibition will offers the opportunity

to people of Sri Lanka and Leeds Met to get full information about the

course and to collect ideas from potential candidates respectively.

To tie- up with reputable University in Sri Lanka whereby potential

candidates can be able to retrieve full information about Leeds Met from

local University website.

LinkedIn is one of the professional sites to use, however in Sri Lanka the

number of user as not significant, but it looks to be potential future

promotion tool.

6.7.5 Cost:

Twitter is free service and it is wise to take advantage of that.

Exhibition is more expensive but its cost can be known if all

arrangements are planned.

Tie-up will depend on contractual agreement with the local

University.

Facebook is cost effective than traditional marketing media.

When you create an Ad page it is free and to target age group of

18-30 it is estimated that you reach 457,880 users. The charge

will be £0.08 for every person who clicks the Ad.

41 | P a g e


6.8 Nigeria:

6.8 Introduction:

In 2008, 10 million Nigerians were using internet (Internetworldstats.com)

As of June 2009, the number of internet users in Nigeria touched

149,229,090.

The upsurge in Nigeria’s internet usage statistics can be attributed to the

1998 liberalization when the Nigerian Communication Commission

licensed over 50 internet service providers (ISPs) to internet market

services. Most of internet users are aged between 18 and 34.

42 | P a g e


6.8.1 Facebook:

Despite having several local site most Nigerian prefer international sites

due its attraction and high volume of users worldwide. Therefore

Facebook has become one of the most visited social networks in the

country.

Nigerians on Facebook hits 1 million, and it was predicted that more

Nigerian are login on to Facebook and millions are yet to join the train.

The president of Nigeria ‘Goodluck’ Jonathan proves that Nigerians are

ready on social media by opening an account on Facebook.

Facebook Fan groups emerged, even if the marketer is inactive .Social

media marketing is conventional marketing (unidirectional) by other

means (but lower reach)

By November 2009 about 92.1% of Nigerians on Facebook are older than

18 years as while 57.2% are older than 25 years. The younger (below

18years) are also showing progress. Facebook in Nigeria is good for

business looking at the number of mature population of the users. Current

Facebook Statistics in Nigeria, on Facebook Statistics (Advertising)

platform, are as follows;

Facebook users in Africa - August 2009 - Source, Web Trends

Nigeria

43 | P a g e


User Age Distribution - Facebook Nigeria:

44 | P a g e


6.8.2 Twitter:

Today Twitter is an integral part of corporate marketing and

communications strategies. It is also a knowledge management tool.

Twitter maintains a flow of connections with a network of colleagues who

are geographically dispersed, working for different companies, clients, or

customers, and attending conferences from which they send updates

(“tweets”) in real time. Anklam, P. (2009).

Twitter usage is also growing exponentially among Nigerian internet

users. Nigeria stands among the African countries having most Twitter

usage. Twitter is amongst the top 100 most visited sites in Nigeria ranking

number 28 most visited sites on Alexa.

6.8.3 Why Use Social Media?

It is useful for business contact, share information.

I t is a global tool for communication, i.e. business to interact with the

customers

Is used for market intelligent whereby you will be able to understand

what customers think about company product or University course.

6.8.4 Issues of Social Media Marketing in Nigeria:

Poor ICT infrastructure.

The low internet usage in Africa and Nigeria is a reflection of poor ICT

infrastructure which is the vital foundation for internet access. However

more African countries are boosting their infrastructures.


Facebook is viable for promoting the course since most users are

45 | P a g e


between the ages of 25-34 which is the appropriate category for

master’s programme.

In future to target other African countries such as, South Africa, Egypt,

Morocco and Tunisia as it have large number of Facebook and internet

user.

Encourage existing student to use social media network on Leeds Met

website consequently share course contents and information with

friends and relatives.

6.8.6 Cost:

You create an Ad page which is free to advertise: an external website, a

Facebook Page, a group, or an event you manage. The Estimated reach is

1,157,340 of age group 18-30 and the cost is £0.59 per individual who

click the Ad.

The two main payment types are “pay for clicks” and “pay for views.” The

“pay for clicks” offers the best value for the cost, particularly because the

click through rate is very low. Naijaborn is not yet known but it is believed

to be free.

7.0 Conclusion

It has been found that even though a lot of countries have common

internet sites in use. There are certain countries like China who have only

websites in vernacular languages in use. For other countries a lot of Main

sites are the only source of interaction on the internet.

I believe our Research does shows certain costing part which can helps in

using a versatile website but with common method of promotion; which is

necessary for understanding the Dynamics of each & every countries city

or state wise. Social media marketing is already going Mobile too in the

major economies of Asian Countries. So we need to be at our toes to

46 | P a g e


promote our courses through these methods as well.

8.0 References and bibliography

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(2). Dave Evans (2008). Social Media Marketing. Wiley publishing, lnc,

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(3). Wikipedia The Free Encyclopaedia, http://en.wikipedia.org/wiki/Social_media

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Fenwick, I (2008); DiGiMarketing: The Essential Guide to New Media &

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http://www.mos.ru/wps/portal/!ut/p/c0/04_SB8K8xLLM9MSSzPy8xBz9SP0o83hXN1e3QHMPIwMDl1BLAyM_y5AAEy8zQwMnI_3InNT0xORK_Qj9KDMkdaauxiB1JkD1fkYG_ob6BTmuigB2wqj-?nID=6_EFEFQ7H2005E302N94DU9N20O1&cID=6_EFEFQ7H2005E302N94DU9N20O1&rubricId=1716&documentId=42215

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http://www.telegraph.co.uk/sponsored/russianow/6469504/Russia-Now-Social-media-and-networking-websites-booming-in-Russia.html

http://www.telegraph.co.uk/sponsored/russianow/6469504/Russia-Now-Social-media-and-networking-websites-booming-in-Russia.html

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http://www.facebaker.com/

consultancy research project on social media marketing for leeds metropolitan university

Education

social media sites

social media websites

social media platforms

social web

various social media

social status

types of social media

media items