Oriane Letouze

Research Proposal

Research proposal:

Social Networking Advertising

 

Introduction and literature review

With the constant growth of the Internet and especially the expansion of social networks, companies have to adapt their communication strategies by using new kinds of media in order to constantly follow the market’s new desires and become well known. The Internet is nowadays one of the best ways to communicate and advertise for a company since it can target the right people, at the right place, and at the right time. This marketing tactic is exactly what companies are looking for because it is both effective and efficient.  Its secret is the use of social networks because they link millions of people together, reference their age, location, profession, and hobbies. Moreover, their population is still growing. Indeed, according to “The Facebook Marketing Book” written by Dan Zarrellaand Alison Zarrella (2011), the current Facebook population is 500 million and 250 million users log in on a daily basis. The article “Marketing through social network: Business Considerations”, written by Katheryn A. Andresen (2011), adds that social network sites accounted for twelve percent of all online use; that is incredibly important.

Advertisements through the Internet really began with the first social networks such as MySpace and Friendster; now networking techniques have been improved and further developed by Google and Facebook, as explains Todd Wasserman (2011) in the online article “Facebook’s New Advertising Strategy Is Brilliant and Unexpected”. Wasserman explains that Facebook has developed two advertising tools that are truly helpful for companies. First, there are the ads, which appear on every Facebook home page, and second the brand pages. These brand pages are not profitable for Facebook but very valuable for companies because they are a display of companies’ image directly on the social network. The article “All about Facebook” found in the newspaper Haymarket Business, written by Jennifer Whitehead (2011), goes further by explaining that Facebook has recently changed its design to increase the number of visits and the reputation of these brand pages. The new design, called Timeline, should increase the creativity of the companies, which should improve their marketing, and therefore, boost the circulation on their own brand page. Nevertheless, “The Facebook Marketing Book” adds a third marketing tool: groups. Groups are slightly different than pages because they are more exclusive, so they can send messages and notify the members.

Concerning Facebook ads, there are various guidelines to establish successful advertising strategies on Facebook. The article “10 Rules For Advertising On Facebook”, written by Nick O’Neill (2009) and published in the online newspaper Business Insider, lists many of them. In the same vein as “The Facebook Marketing Book”, this article explains that the first rule to establish good marketing strategies is to know the target market; because of Facebook, this is now very easy to do. Indeed, because of its plethora of options, Facebook is able to pinpoint one specific target, which can be determined by all the personal information displayed on Facebook, and show the most relevant advertisements to them. The second main tip presented in this article is that Facebook should not be used as a direct sales tool, in fact, Facebook’s CEO wants to preserve the social network function. Brands are, thus, not allowed to notify the members of their page when they upload new promotions or create events, the “facebooker” has to join by their own free will. Finally, O’Neill gives some other tips concerning the budget that companies should consider and the methods on how to pay for the ads. Along the same line, the chapter entitled “Branching Out: Facebook Pages and Facebook Advertising” found in the book Social Networking Space written by Todd Kelsey (2010) explains how to create a good ad: how to choose the best picture? What sentence is catchy?

Therefore, we have a lot of tips concerning how to use the ads on Facebook, their budget, and their appearance. However, there are not tips on how to use groups, when to create an event, when should the fan pages for businesses be used or how often the company should upload its publication. All previous research about online marketing is based on ads, which are costly hence only used by large and powerful companies. That is why through this study, I want to search how small-marketing-budget companies can increase their reputation with Facebook without spending money.

 

Method section

To conduct this research, I will use both quantitative and qualitative marketing methods. First, the qualitative method will help us to improve our knowledge about Facebook users, their habits, or their opinions and motivations. This study will be completed through focus groups, which will include a dozen participants each. These participants will have to come from different places, have different ages, different hobbies, and different social classes. Via these meetings, lasting about an hour each, the participants will have to speak and debate about my topic’s research: brands on Facebook. The goal of this first step is not to extrapolate the results of our sample to the rest of the population, but to improve our knowledge about customers’ behaviors. The qualitative study helps to go deeper and understand attitudes and desires. It will be organized and led by a professional, which will make people feel confident and discuss the topics together in order to develop new ideas and new initiatives. The leader will direct the debates around some specific questions such as, what do they think about Facebook advertisements, Facebook groups, and Facebook events; how do they perceive the social networking advertisements, and so on. These meetings will be recorded allowing us to analyze them later. Moreover, an observer will take notes about participants’ reactions, tones of voice, and non-verbal behaviors. After running three different sessions with three different groups, I will analyze the results. These outcomes will help me to understand the population and, then, prepare the second step of my research: the quantitative research.

The quantitative research will be conveyed through questionnaires that I will elaborate thanks to the previous analyses. This one will have to be completed by a sample of a Facebook’s representative population. This sample would have to be determined in advance because it is not the same as the world’s representative population, nor the Americans’ representative population because the Facebook members are essentially young: 50% are less than twenty four-year old, 28% are between twenty-five and thirty-four, 13% are between thirty-five and forty-four and only 3% are older than fifty. Hence, the questionnaires have to be distributed carefully to obtain the right answers and convey the general opinion.

The questionnaires will be divided into four sections. The first part will ask questions about Facebook in general and I will introduce our topic: the brands on Facebook. For instance, the questions below could be asked: Do you use Facebook? Are you a member? How often do you log in on Facebook? Are you familiar with social networking advertising? And how do you feel about the presence of brands on Facebook?  These questions will be critical: if a participant cannot answer them, he will be allowed to stop completing the questionnaire because his next answers will not be relevant.

Then, the second part will deal with Facebook groups. The questions could be: Do you use the groups on Facebook? In how many groups are you involved? What kind of groups are they? Are you in a brand group? I will also ask questions about how the Facebook members interact with their groups, if they do, and how often. Next, I will interrogate them on notifications and uploading. My questions would be, for example, do you like receiving some news? Would you like to receive coupons via these groups? Are you more able to buy brand products if you received news daily? Weekly? Monthly? And finally, to conclude this part, I will ask about departure: have you ever quit a group and for what reasons? Naturally, these questions may be adjusted to function with the focus groups.

Then, the third section will further investigate the fan pages. I will ask the members the same kinds of questions I did for groups to determine whether members prefer fan pages or group pages, and in what context members use them. I will also ask what characteristics make fan pages or groups attractive.

Next, the fourth part will ask about events created on Facebook. I will ask how often they participate in a Facebook event and what kind of event it was. Are they interested in commercial events? How can they be attractive?

Finally the last part will ask about personal information such as age, sex, social class, family and other criteria that can identify the person.

These surveys will be distributed either online or in paper. They will be analyzed via the software Sphinx: a marketing tool used for quantitative surveys. The results can be shown via tables and graphs that are very easy and convenient to visualize and then analyze.

Results and discussion

The problem of how limited-budget companies should advertise through social networks, and especially through Facebook, is nowadays a practical question that has to be solved in order to promote local businesses instead of multinational companies. Via this study I am hoping to find the most effective way to do it by exploiting groups, fan pages and events. The study will focus on the best way of using these tools to increase corporate communication, corporate image, popularity, and last but not least sales. To do it, I will elaborate two studies. First, the qualitative analysis will improve my knowledge on the subject and, then, the quantitative analysis will help me to make decisions.

According to my personal experience and how companies seem to behave online to promote themselves, I expect two main results. On the one hand, I think Facebook fan pages should be used to promote companies on a large scale by presenting the company but also how it works in the daily life: via pictures, articles, and videos. In fact, these pages are accessible by all the Facebook users, so no real targeting would be effective. Facebook groups will, on the other hand, work better on the small scale because companies can choose the target population that they want. They can also create private events and send personal messages.

Finally, despite all the care that will be taken during this study, some limitations could appear. Indeed, some details can still distort the results in the future; for instance, Facebook design can change, Facebook privacy could be modified, and other Facebook tools might be created to improve companies’ advertising. Hence, these current outcomes could be skewed. Nevertheless, this study can be conducted again to adjust for the foreseen limitations.

To conclude, I am convinced this study is essential because globalization promotes multinational companies, which can afford to spend millions in their promotion. Small businesses, nonetheless, have to gain popularity and increase their reputation through free or less expensive ways. Social networks may be the key solution for them. Therefore, this study will give them methods to create successful communications and advertisements strategies.

References:

Andresen, K. A. (2011).  Marketing through social network: Business Considerations. William Mitchell Law Review. Retrieved from Lexis Nexis Academic

Kelsey, T. (2010). Branching Out: Facebook Pages and Facebook Advertising. In M. Lowman (Eds.), Social Networking Space (p147 –p181). New York, NY : Springer.

O’Neill, N. (2009). 10 Rules For Advertising On Facebook.  Business Insider. Retrieved from http://articles.businessinsider.com/2009-07-16/tech/30073056_1_facebook-advertising-target-market/3

Wasserman, T. (October 03, 2011). Facebook’s New Advertising Strategy Is Brilliant and Unexpected. Mashable Business. Retrieved from http://mashable.com/2011/10/03/facebook-ad-strategy/

Whitehead, J. (2011). All About Facebook. Haymarket Business. Retrieved from Lexis Nexis Academic.

Zarrella, D. & Zarrella A. (2011). The Facebook Marketing Book. Sebastopol, CA : O’Reilly Media, Inc.

 

14,092 thoughts on “Research Proposal

  1. メモリーカード
    12:36 am - 8-29-2016

    日本最大級のカメラ用品通販サイト。人気のデジタル一眼レフカメラ?ミラーレス一眼?コンパクトデジカメ?ビデオカメラなどが大集合!レンズ?三脚?メモリーカード?カメラバッグなど周辺機器やアクセサリも豊富に取り揃え。最新商品やランキングも充実!

  2. ALL KWs
    2:38 am - 8-29-2016

    Hi to every , since I am truly eager of reading this webpage’s post to be updated regularly.
    It includes good data.

    Feel free to surf to my blog post :: ALL KWs

  3. ナイキ リュック アウトレット
    3:19 am - 8-29-2016

    ナイキ リュック|リュック?バックパックの通販サイト。人気のアディダス リュック,ナイキ リュック,バンズ リュック,ノースフェイス リュック,フェールラーベン リュックのページです。100%品質保証できます。2016人気高質な製品を驚きの低価格で提供して、送料無料でお届けします。毎日新作アイテム入荷中! カテゴリー:ナイキ リュック 価格:7100

  4. 574 ニューバランス
    3:25 am - 8-29-2016

    New Balance ニューバランス スニーカー メンズ HM574GG middle_cut Suede retro 白 グレー St

  5. qayin.gonetis.com
    3:33 am - 8-29-2016

    Hi to all, how is the whole thing, I think every one is getting more from this web site, and your views
    are good for new users.

    Also visit my weblog … mechanical seal; qayin.gonetis.com,

  6. лазерная операция варикоза в одессе
    4:11 am - 8-29-2016

    Hello there! This is kind of off topic but I need some help
    from an established blog. Is it tough to set up your own blog?
    I’m not very techincal but I can figure things out pretty quick.

    I’m thinking about setting up my own but I’m not sure
    where to start. Do you have any tips or suggestions? With thanks

    My web site … лазерная операция варикоза в одессе

  7. LOUIS VUITTON メンズ ベルト
    4:51 am - 8-29-2016

    ベルト人気ブランド大特集。ブランドベルトはもちろん、ベルトjapan限定販売新作 ルイヴィトン LOUIS VUITTON メンズ ベルトを販売。常時3,000点以上の在庫。在庫限り有お見逃しなく!最短翌日発送 カテゴリー:ルイヴィトン メンズ ベルト 価格:33280

  8. farrah abraham sex tape
    6:06 am - 8-29-2016

    bookmarked!!, I love your site!

    Also visit my web page farrah abraham sex tape

  9. Alena
    6:23 am - 8-29-2016

    Thanks for your personal marvelous posting! I seriously
    enjoyed reading it, you could be a great author.I will make certain to
    bookmark your blog and will come back at some point. I want to encourage you
    to definitely continue your great job, have a nice evening!

    My page … webpage (Alena)

  10. muravinyiy spirt ot varikoza
    6:32 am - 8-29-2016

    After I originally commented I appear to have clicked on the -Notify me when new comments are added- checkbox and
    now whenever a comment is added I get 4 emails
    with the exact same comment. There has to be an easy method you can remove me from
    that service? Thank you!

    Here is my website: muravinyiy spirt ot varikoza

  11. card making magazines
    8:16 am - 8-29-2016

    Hi, I wish for to subscribe for this web
    site to obtain latest updates, thus where can i do it please help out.

    Feel free to visit my web blog – card making magazines

  12. ティソ 時計
    9:26 am - 8-29-2016

    ティソ(TISSOT)時計の海外通販サイト!新作 ティソ タッチコレクション tissot touch collection 腕時計 メンズ TISSOT T-TOUCH EXPERT SOLAR T091.420.46.051.00 価格:36000

  13. eyestamp.net
    9:59 am - 8-29-2016

    The popularity of Android is increasing due to the availability of Android
    phones and tablets in less cost. First of all, the site
    which has grabbed many eyeballs for its 100%
    exclusive mobile bingo experience is Landmark Bingo.
    The battery provides a nominal talk time of
    around 5 hours along with a standby of 200 hours.

  14. ナイキ エアジョーダン 専門店
    10:28 am - 8-29-2016

    ナイキ エアジョーダン メンズ Nike Air Jordan 7 (VII) retro カテゴリー:NIKE ナイキ エアジョーダン 価格:19900

  15. ジミーチュウ パンプス アウトレット
    10:51 am - 8-29-2016

    2016 jimmychoo ジミーチュウ レディース パンプス シューズ ESME 85Nude パテントレザー?ラウンドトゥパンプス カテゴリー:ジミーチュウ パンプス 価格:29484

  16. gas pipe
    11:16 am - 8-29-2016

    Develop a habit in toddlers to use the bathroom right before going to bed.
    However, for commercial flooring projects laminate flopring rules.
    The size of the blunt edge of the depth of penetration can directly affect the roots, blunt edge, the more difficult
    penetration.

    Feel free to visit my blog – gas pipe

  17. porn sites
    12:00 pm - 8-29-2016

    Hey there! This is kind of off topic but I need some guidance from an established blog.
    Is it very hard to set up your own blog?
    I’m not very techincal but I can figure things out pretty fast.
    I’m thinking about making my own but I’m not sure where to begin. Do you have any tips or suggestions?
    Cheers

    Visit my web-site porn sites

  18. Marcy
    12:27 pm - 8-29-2016

    I was looking at some of your articles on this website and I conceive this site is very informative!
    Retain putting up.

    Feel free to surf to my weblog bilge pump switch (Marcy)

  19. ルイヴィトン バッグ
    2:59 pm - 8-29-2016

    新作 ルイ?ヴィトン バッグ lv レディース ロックミーII M50252 ヴァニーユノワール 新作 ルイ?ヴィトン バッグ lv レディース ロックミーII M50252 ヴァニーユノワール カテゴリー:ルイ?ヴィトン レディース ハンドバッグ 価格:154548.00

  20. порно украинские сайты
    3:27 pm - 8-29-2016

    Hi, i feel that i noticed you visited my site so i came to go back the want?.I am attempting to in finding things
    to enhance my website!I suppose its adequate to
    use some of your concepts!!

    Also visit my weblog; порно украинские сайты

  21. художественные фильмы с порнографическим уклоном
    5:04 pm - 8-29-2016

    Hi there, I found your web site by means of Google whilst looking for a
    comparable topic, your website came up, it appears great.
    I’ve bookmarked it in my google bookmarks.
    Hello there, just turned into alert to your weblog through Google, and found
    that it’s really informative. I’m gonna watch out for brussels.

    I will be grateful for those who continue this in future. Numerous other people
    will likely be benefited from your writing. Cheers!

    Feel free to visit my website … художественные фильмы с порнографическим уклоном

  22. ナイキ リュック 人気,ナイキ リュック バスケ
    6:05 pm - 8-29-2016

    NIKE 2014 ナイキ リュック アウトドア バックパック おすすめ カテゴリー:ナイキ リュック 価格:6200

  23. エクラシャルム 評価
    7:20 pm - 8-29-2016

    I am really delighted to read this website posts which includes lots of useful data,
    thanks for providing these data.

  24. seks s pozgiloy baboy
    8:28 pm - 8-29-2016

    Pretty part of content. I just stumbled upon your site and in accession capital to
    claim that I acquire in fact enjoyed account your blog posts.
    Anyway I’ll be subscribing for your feeds or even I success you get entry to constantly quickly.

    My web blog … seks s pozgiloy baboy

  25. "Mess of Me" (Live) - Quiet on the Set
    9:13 pm - 8-29-2016

    Nice blog here! Also your website loads up fast!
    What web host are you using? Can I get your affiliate link
    to your host? I wish my website loaded up as fast as yours lol

  26. http://www.webmasterpro.de/user/nikkisinghqe/
    9:16 pm - 8-29-2016

    Great looking internet site. Presume you did a bunch
    of your very own coding.

  27. バーバリー Tシャツ
    11:22 pm - 8-29-2016

    BURBERRY バーバリー 半袖Tシャツ メンズ Tシャツ Uネック グレー ブランド:バーバリー Tシャツ カテゴリー:バーバリー Tシャツ メンズ 価格:11000

  28. http://sexdatings.info/user/7855766/dp/setcard.html
    2:06 am - 8-30-2016

    Hi excellent blog! Does rսnning a blg like tҺis takе a
    great desal of work? I’ve virtually no expertise
    in codіng but I was hⲟρing to start my own blog in thе
    near future. Anyhߋw, if you havee any recommendations or techniques for nnew
    blog owners please sһare. I know this is off
    topіc nevertheless I just had to ɑsk. Mɑny thanks!

    my site: http://sexdatings.info/user/7855766/dp/setcard.html

  29. who Is Malika haqq dating
    2:23 am - 8-30-2016

    Ι do not even know the wаy I ended ᥙp here, howevеr
    I believᥱd thiiѕ postt was good. I don’t recognise who үou are but
    certainly you are going to a well-known blogger if you hasppen to aare not
    ɑlready. Cheers!

    Here is mʏ web site; who Is Malika haqq dating

  30. portalnegara.com
    3:00 am - 8-30-2016

    Hi there, its pleasant piece of writing concerning media print,
    we all be aware of media is a great source of data.

    Look into my blog … bilge pump switch [portalnegara.com]

  31. ヴィヴィアン トートバッグ
    4:06 am - 8-30-2016

    「www.vivienne-bag.com」ヴィヴィアンウエストウッド 専門店 新作 Vivienne westwood ヴィヴィアン ウエストウッド ヴィヴィアン手提げ袋付き ハンドバッグ 黒 ブランド:Vivienne Westwood ヴィヴィアン ウエストウッド カテゴリー:ヴィヴィアン ハンドバッグ 価格:23000

  32. watching mobile
    4:57 am - 8-30-2016

    Hello, I enjoy reading all of your article. I wanted to
    write a little comment to support you.

    Here is my web site … watching mobile

  33. アルマーニ ベルト レディース
    6:52 am - 8-30-2016

    新作 GIORGIO ARMANI アルマーニ ベルト メンズ レザー ベルト L008 カテゴリー:アルマーニ ベルト 価格:22800

  34. Raquel
    7:09 am - 8-30-2016

    It really works on your own skin to increase collagen manufacturing, help with
    delivery of skin products and decrease lines, and
    scarring.

    Feel free to surf to my blog … best skin lightening cream for oily
    skin (Raquel)

  35. Genia
    11:12 am - 8-30-2016

    Very descriptive article, I loved that bit. Will there be a
    part 2?

    Stop by my page :: homepage (Genia)

  36. dating at 50
    1:03 pm - 8-30-2016

    Hello There. I foun your wеbloig the usage
    of msn. This is a very ѡelⅼ written articⅼe. I will be sսre to bookmark it and return to
    read more of your useful information. Thanks foг the post.

    I’ll dfinitely return.

    Feel free to viѕit my web-site; dating at 50

  37. delhi escort
    1:12 pm - 8-30-2016

    Truly enlightening, look ahead to visiting again.

    Many thanks, this website is really valuable.

    Incredibly user friendly website. Huge info readily available on few clicks on.

    Whoa, such a useful websites.

  38. диета стол 5 меню на каждый день при лечении описторхоза
    3:37 pm - 8-30-2016

    Howdy! I could have sworn I’ve visited this blog before
    but after browsing through many of the articles I realized it’s new to me.
    Nonetheless, I’m certainly happy I discovered it and
    I’ll be bookmarking it and checking back frequently!

    Feel free to visit my blog post диета стол 5 меню на каждый день при лечении описторхоза

  39. VANS スニーカー レディース
    4:28 pm - 8-30-2016

    「shoesworldjapan.com」VANS(バンズ,ヴァンズ)の公式通販サイトです。 VANS バンズ ローカット スニーカー メンズ 人気 グレー ブラウン ブランド:VANS(バンズ,ヴァンズ) カテゴリー:VANS スニーカー ローカット 価格:9100

  40. ニューバランス 996 レディース
    4:52 pm - 8-30-2016

    新作 ニューバランス New Balance CM996BY メンズ レディース シューズ ブランド:ニューバランス New Balance カテゴリー:ニューバランス 996 価格:12000

  41. ケイトスペード ハンドバッグ
    4:55 pm - 8-30-2016

    ケイトスペード ハンドバッグ|ケイト?スペード ニューヨークの通販のオンラインショップでは、ケイトスペード バッグ,ケイトスペード 財布,ケイトスペード iphoneケース,ケイトスペード リュック,ケイトスペード 店舗など豊富な商品をラインナップ。【期間限定】ネット注文なら10,000円( 税別)以上購入で全国どこでも ◇送料無料! カテゴリー:ケイトスペード ハンドバッグ

  42. дешевые доступные диеты
    6:26 pm - 8-30-2016

    I absolutely love your blog and find most of your post’s to be just what I’m looking for.
    Do you offer guest writers to write content for
    yourself? I wouldn’t mind producing a post or elaborating on most
    of the subjects you write regarding here.
    Again, awesome web log!

    Feel free to visit my webpage дешевые доступные диеты

Leave a Reply

Your email address will not be published.

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>