Introduction
Corporate social media presence: Many corporate In India now has started up with the social media marketing, In India, Kingfisher was the first airline in India to build a full-fledged formal presence on Twitter and embrace social media. This initiative has added to Kingfisher Airlines’ convenience factor because it allows the airline to send instant updates to its customers. Kingfisher Airlines is also putting the Twitter platform to good use to enhance its service, get feedback and interact with its customers directly without the use of intermediaries.
Emphasis on real-time data: Sites that provide transactional data and news in real time will always be in demand. These include news sites, Google Blog Search for updated blog commentary, Marketwatch.com for US stocks and Moneycontrol.com (Indian stocks), Twitter.com for the latest news, and Twitter commentary.
Twitter in India:
Twitter is witnessing a mind-blowing traffic growth worldwide and India is no exception – the micro blogging site has registered 74% traffic jump (in terms of unique users) in the month of March.(Source: www.com score.com).
Infosys team recently closed a deal successfully using Twitter. The prospective buyer posted a query on Twitter, which Infy team tracked (yeah, a lot of B2B companies track keywords on social media sites). Infy’s sales team got in touch with the buyer and closed the deal, marking their first successful sale in the twitter world.
Literature Review, Identification of Gap
For the purpose of getting more insights about the social media and twitter the researchers have made brief literature review and found out that, Twitter was launched in March 2006 by Jack Dorsey, Noha Glass, Biz Stone and Evan Williams (CEO). Twitters capital consists of founding and venture capital and is valued at around 60 million US dollar (Arrington, 2008). Around 6 million people are signed in to Twitter and 55 million people visit Twitter‘s homepage monthly (Kazeniac, 2009).
Twitter is a messaging service that shares a lot of characteristics with communication tools you already use. It has elements that are similar to email, IM, texting, blogging, RSS, social networks and so forth. But a few factors, particularly in combination, make Twitter unique:
· Really easy to write and read.
· One can readily meet new people on Twitter.
· One gets an opportunity to be interesting for people opting for his/her
Updates
· Fit with nearly anyone’s workflow.
Twitter for Business:
Recently, Twitter has been adopted by companies of various professions. In the USA companies have been using Twitter earlier than in India. The American carriers Southwest Airlines or JetBlue, the communications company Comcast or the online shoe retailer Zappos have become well known for their Twitter usage(SOURCE:www.twitter.com). Twitter becomes better known in India, too, as companies are discovering this service as well. The way companies use Twitter differs highly.
Objectives of the Research Study:
Research Questions:
As a part of to achieve the objectives of the research the researchers has tried to get the answer of the following research questions.
· What value does twitter have for Indian twitters?
· How Indian companies currently using twitter in respect to their customers?
· How ready are Indian twitters for company approaching them via twitter?
Need For The Research Study:
The researchers wanted initially to find the gap existing in the Indian market wherein extensive use of Twitter as a marketing tool was still not established. Thus, to justify the existence of this gap and to propose better options to Indian corporate for flourishing, this research study was conducted.
Scope of the Research Study:
The study of the Twitter users had been done to understand the usage pattern of the users and accordingly suggest Indian corporate to make use of Twitter as a marketing tool. Research for the preference for twitter was carried out randomly online, which includes places around India . Respondents from various cities like Mumbai, Delhi, Masoori, Baroda, Bangalore had submitted their responses online. And from various places within Ahmedabad city personal survey has been conducted.
Twitter users who were focused for the survey are a homogeneous mixture of men and women again of different age groups.
The users comprise of skilled working men and women, businessmen, housewives, students, college goers (youth).
Educational Background of the target audience would be classified into the following categories. College goers (Graduates and Post Graduates) and School goers.
Corporate social media presence: Many corporate In India now has started up with the social media marketing, In India, Kingfisher was the first airline in India to build a full-fledged formal presence on Twitter and embrace social media. This initiative has added to Kingfisher Airlines’ convenience factor because it allows the airline to send instant updates to its customers. Kingfisher Airlines is also putting the Twitter platform to good use to enhance its service, get feedback and interact with its customers directly without the use of intermediaries.
Emphasis on real-time data: Sites that provide transactional data and news in real time will always be in demand. These include news sites, Google Blog Search for updated blog commentary, Marketwatch.com for US stocks and Moneycontrol.com (Indian stocks), Twitter.com for the latest news, and Twitter commentary.
Twitter in India:
Twitter is witnessing a mind-blowing traffic growth worldwide and India is no exception – the micro blogging site has registered 74% traffic jump (in terms of unique users) in the month of March.(Source: www.com score.com).
Infosys team recently closed a deal successfully using Twitter. The prospective buyer posted a query on Twitter, which Infy team tracked (yeah, a lot of B2B companies track keywords on social media sites). Infy’s sales team got in touch with the buyer and closed the deal, marking their first successful sale in the twitter world.
Literature Review, Identification of Gap
For the purpose of getting more insights about the social media and twitter the researchers have made brief literature review and found out that, Twitter was launched in March 2006 by Jack Dorsey, Noha Glass, Biz Stone and Evan Williams (CEO). Twitters capital consists of founding and venture capital and is valued at around 60 million US dollar (Arrington, 2008). Around 6 million people are signed in to Twitter and 55 million people visit Twitter‘s homepage monthly (Kazeniac, 2009).
Twitter is a messaging service that shares a lot of characteristics with communication tools you already use. It has elements that are similar to email, IM, texting, blogging, RSS, social networks and so forth. But a few factors, particularly in combination, make Twitter unique:
· Really easy to write and read.
· One can readily meet new people on Twitter.
· One gets an opportunity to be interesting for people opting for his/her
Updates
· Fit with nearly anyone’s workflow.
Twitter for Business:
Recently, Twitter has been adopted by companies of various professions. In the USA companies have been using Twitter earlier than in India. The American carriers Southwest Airlines or JetBlue, the communications company Comcast or the online shoe retailer Zappos have become well known for their Twitter usage(SOURCE:www.twitter.com). Twitter becomes better known in India, too, as companies are discovering this service as well. The way companies use Twitter differs highly.
Identification of Gaps:
The researchers has found out how Twitter could be utilized by companies to extend their customer service approach. Since Twitter has been launched in mid 2006 companies used it for different purposes.
E.g. Dell and Vista Print give out discounts exclusively via Twitter and CNN and the New York Times feed short news and links to their articles via Twitter. Now, some companies start to provide customer service via Twitter (Source: Perez, 2009).
In India however things look differently. Twitter has not yet established very well in India and even unknown by most India. Thus only few companies can be found on Twitter and those using this service are mostly from the field of media, advertising or marketing . To find Indian companies providing customer service in the proactive and communicative way American companies do is very hard. Some of the companies mentioned above do however communicate actively with their followers and use Twitter to exchange information rather than to solely give out information.
Thus, in order to give insights to the various companies in India about the various use of twitter in their branding exercise and also about the twitter users’ profiles in India their preference and expectation from the twitter, the researchers had decided to execute the research.
The researchers has found out how Twitter could be utilized by companies to extend their customer service approach. Since Twitter has been launched in mid 2006 companies used it for different purposes.
E.g. Dell and Vista Print give out discounts exclusively via Twitter and CNN and the New York Times feed short news and links to their articles via Twitter. Now, some companies start to provide customer service via Twitter (Source: Perez, 2009).
In India however things look differently. Twitter has not yet established very well in India and even unknown by most India. Thus only few companies can be found on Twitter and those using this service are mostly from the field of media, advertising or marketing . To find Indian companies providing customer service in the proactive and communicative way American companies do is very hard. Some of the companies mentioned above do however communicate actively with their followers and use Twitter to exchange information rather than to solely give out information.
Thus, in order to give insights to the various companies in India about the various use of twitter in their branding exercise and also about the twitter users’ profiles in India their preference and expectation from the twitter, the researchers had decided to execute the research.
Objectives of the Research Study:
· To evaluate Tweeter as a social media and identify its unique propositions.
· To evaluate Tweeter as corporate strategic tool for brand building.
· To obtain insight in the current twitter behavior of Indian twitters in order to define a set of criterion & rules that gives advice to Indian companies how to use twitter for their customer service approach.
· To evaluate Tweeter as corporate strategic tool for brand building.
· To obtain insight in the current twitter behavior of Indian twitters in order to define a set of criterion & rules that gives advice to Indian companies how to use twitter for their customer service approach.
Research Questions:
As a part of to achieve the objectives of the research the researchers has tried to get the answer of the following research questions.
· What value does twitter have for Indian twitters?
· How Indian companies currently using twitter in respect to their customers?
· How ready are Indian twitters for company approaching them via twitter?
Need For The Research Study:
The researchers wanted initially to find the gap existing in the Indian market wherein extensive use of Twitter as a marketing tool was still not established. Thus, to justify the existence of this gap and to propose better options to Indian corporate for flourishing, this research study was conducted.
Scope of the Research Study:
The study of the Twitter users had been done to understand the usage pattern of the users and accordingly suggest Indian corporate to make use of Twitter as a marketing tool. Research for the preference for twitter was carried out randomly online, which includes places around India . Respondents from various cities like Mumbai, Delhi, Masoori, Baroda, Bangalore had submitted their responses online. And from various places within Ahmedabad city personal survey has been conducted.
Twitter users who were focused for the survey are a homogeneous mixture of men and women again of different age groups.
The users comprise of skilled working men and women, businessmen, housewives, students, college goers (youth).
Educational Background of the target audience would be classified into the following categories. College goers (Graduates and Post Graduates) and School goers.
TO DOWNLOAD THE COMPLETE REPORT CLICK ON:
No comments:
Post a Comment