Summer Training Report on Customer Awareness of Digital Marketing

This report, submitted in partial fulfillment of a B.Com (H) degree, details a summer training project focused on customer awareness of digital marketing, conducted at Commondove, a non-profit organization. The report includes an introduction to Commondove, its mission, and its 'Eight Point Education' concept, with a focus on skill-oriented education. It also provides a comprehensive overview of the company profile, its app, and its initiatives. The report further explores research methodology, data analysis, findings, conclusions, suggestions, and limitations related to customer awareness of digital marketing strategies. The study aims to understand how customers perceive and interact with digital marketing efforts, offering valuable insights for businesses and organizations.

Summer Training Report
On
A STUDY ON CUSTOMER AWARENESS ON DIGITAL MARKETING AT
COMMONDOVE
Submitted in Partial Fulfillment for the Award of the
Degree of B.COM(H) 2018-2021
Under the Guidance of: Submitted By: KIRTI
MRS. SAVITA University Enrollment No. 00812388818
Designation: ASSISTANT PROFESSOR
Delhi Institute Of Advanced Studies
Plot No. 6, Sector-25, Rohini, Delhi-110085
(Approved by AICTE & Affiliated with GGSIP University for B. Com(H), BBA, MBA & MBA(FM) Programmes)
(An ISO 9001:2015 Certified Institution)
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CERTIFICATE FROM THE INSTITUTE GUIDE
This is to certify that the Project Report titled “SOCAIL MEDIA MARKETING: A STUDY ON
CUSTOMER AWARENESS ON DIGITAL MARKETING AT COMMONDOVE” is an
academic work done by “KIRTI” submitted in the partial fulfilment of the requirement for the
award of the degree of B.COM at Delhi Institute of Advanced Studies, Delhi, under my guidance &
direction.
To the best of my knowledge and belief the data & information presented by him in the project has
not been submitted earlier.
Signature :
Name of the Guide: MS. SAVITA
Designation: ASSISTANT PROFESSOR
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3

ACKNOWLEDGEMENT
It is pleasure to acknowledge many people who knowingly and unwittingly helped me, to complete
my project. First of all let me praise god for all the blessings, which carried me through all those
years.
I am particularly indebted to Director, which inculcated in me utmost respect for human values and
groomed me up in the field of software technology to take on the challenges of the competitive
world.
First & foremost, I would like to express my regards to Ms. SAVITA for her constant
encouragement and support. I would also like to express my immense gratitude towards all the
lecturers of our college for providing the invaluable knowledge, guidance, encouragement extended
during the completion of this project.
I extend my sincere gratitude to all my teachers and guide who made unforgettable contribution.
Due to their sincere efforts I was able to excel in the work entrusted upon me.
Last but not the least; I am grateful to my parents, my sister, my brother, my friends and all well-
wishers for their moral support and encouragement during the entire period of time.
Signature of the student
4

STUDENT DECLARATION
This is to certify that I have completed the Project Report titled “SOCAIL MEDIAMARKETING:
A STUDY ON CUSTOMER AWARENESS ON DIGITAL MARKETING AT
COMMONDOVE” under the guidance of “MS. SAVITA” in partial fulfilment
of the requirement for the award of Degree of B.Com at Delhi Institute of Advanced Studies, Delhi.
This is an original piece of work & I have not submitted it earlier elsewhere.
Signature:
Name: KIRTI
University Enrolment No.00812388818
Date:
Place:
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Table of content
S.NO TOPIC PAGE.NO
1. Certificate of internship 3
2. Acknowledgement 4
3. Student declaration 5
4. Chapter-1(Introduction of company) 7
5. Chapter-2 (Introduction of topic) 24
6. Chapter-3(Research methodology) 37
7. Chapter-4(Data analysis and interpretation) 41
8. Chapter-5(Finding and conclusion) 54
9. Chapter-6(Suggestion and limitation) 57
10. Bibliography 60
11. Appendix -
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CHAPTER 1:
INTRODUCTION TO THE COMPANY
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8

Commondove- company profile
Commondove is a non-profit non-government trust organization. Commondove is an
organization with the mission to connect Youth with various Social Causes which require their
support. We use the concept of "Eight Point Education" - which are Eight aspects of education for
education to be termed as complete and quality education. Our First initiative - Commondove App -
An academic-cum-social networking app for photos collaboration for college students. Also, helps
youth to connect with various social causes. Utility of Commondove App by Academic and
Extracurricular point of view: Creating and sharing Collaborative photo albums of college events
and happenings, for college students.
Eight items constituting Complete and Quality Education, which our organization
works for. Education must be/must include:
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1. Skills Oriented
One of the primary objectives of a complete education is to impart skills to
individuals. If we focus on imparting skills to individuals to make them employable. It
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involves more emphasis on certification courses for specific skill sets than degree
courses. Certifications instead of degrees because:
Certification means a more specific skill while a degree has wider application but one
cannot be sure of what the individual is capable of. In present world we require
employable individuals. Degrees courses are not able to make sure that the employee is
skilled enough for a specific task. Individuals with specific skill set is what is required
the various sectors, industries and markets. There are massive potential in various
sectors which is left untapped. If we make people learn various skills according to the
requirement of various sectors, our unemployment challenge can get solved. There are
various initiatives from the government as well as non-government sectors which are
working in this direction. There are various sectors which can expand and have the
capacity to engage and employ people on large scales. A few of the industries which
are categorized on the app and also necessary for the task of overall development:
 T./COMPUTER BASED – Whether large businesses or medium or even small ones,
computer/phone applications are a must for the growth of businesses in this present world, and small
businesses also are becoming more and more aware of that and that makes it imperative to have
individuals with computer based skills to be employed by all businesses. Even basic computer skills
helps individuals to find employment. We have listed organizations who are imparting such skills to
individuals to make them job ready.
 AGRICULTURE/FARMING – Traditionally, it is a sector where the major chunk of our
population finds employment, but we know it is not by choice but mostly by the narrowness of
employment avenues at rural level and lack of complete education. Even when our masses are
employed in this sector, they are unskilled and don’t know the potential of their own sector. Further,
the educated people find opportunity in those farmers’ lack of education, they use their produce for
their benefit and the proper profits of what the farmer’ deserve never really go to them. But, if we
educate them thoroughly about this sector, about things like various methods and practices on how
to
increase their productivity, various other connected industries like processed food industry, transport
industry(for reaching out to various far off markets) in which they can use their raw material
produce,
process it for better returns. It can also fulfill the employment opportunities that are so desperately
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required at the rural level.
 TOURISM – Now, this industry has huge potential in terms of employment generation and
talk about India, this is one industry which has just started to grow. Given the number of popular
tourist spots and number of unpopular tourist spots and even countless unexplored potential of
places
in India, there are unimaginable extents to which this industry can grow in India, nowhere near it in
the present situation. The sector/industry is unorganized and skills imparting is an urgent need. Also,
there are connected applications with this industry like responsible tourism(without affecting the
environment of the spot), Rural tourism(a new kind of tourism which has started to gain momentum)
 ENTERTAINMENT – Music and dance and any form of entertainment as skill is a huge
worldwide and Indian entertainment industry itself is a major industry but it is still very finite in its
scope and an unorganized sector and can grow further in many fields. Again, the diversity of India
makes it quite important to tap into the potential of possible entertainment avenues present in the
various cultures of India. For example, the music industry doesn’t carefully tap into the various folk
cultures from various regions, and this requires our attention. We can give all these a notion of skills
and publicize them on our platforms. It runs close to tourism industry, art and handicraft industry.
 SPORTS – Comparing the population of India and other countries, and how they perform in
various world sports, India has a huge scope of improving in Sports. Sports as profession is
often neglected and that results in huge losses for India as Sports it also important in terms of
the economic development, socio-cultural development.
 MARTIAL ARTS – Running adjacent to Sports, this field is also to be developed into
various
skills. It can also generate a lot of employment and lead into development as there are many
traditional
and modern martial arts in existence in various regions of India. We have created a different sub-
category in skills for Martial arts to give it more focus which it requires and deserves.
 FOOD – Catering to the second most population of the world, this industry is not just an
which can be a potential but this is one of the basic needs. We require individuals to be skilled and
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educated in terms of how to take care of our food challenge. From food science to production to
processing to quality to delivering and various other steps involved in it. Food for every individual,
and not only individuals but for all the livestock as well as whole of the wildlife.
 ART AND HANDICRAFTS BASED – As a land of diversity and various cultures, India
has
huge potential in this field as well. Various arts and handicrafts of different regions have tremendous
potential and can find meaning in worldwide markets as well, but we need to give them a better
chance
by imparting certified skills and publicizing them inclusively and exclusively.
 POSITIVE JOURNALISM – In an era of media industry and social media industry in
it is very important to have individuals with the skills of positive journalism when media focuses
more
on negative news and less on news of growth and We are not debating over journalism as a whole
because the present need is such, that we have to create an environment that even small good news
which go unattended/un viewed which if propagated properly can result in betterment of situations
overall. The better India is one of the best examples of it. Positive journalism is not just about
showing
good news but also showing bad news in a responsible manner.
 ENTREPRENEURSHIP/MANAGEMENT – This is not about management degrees
which
in focus in the present commercialized education scenario. But, this is entrepreneurship which is to
be treated as skills in specific industry. When an individual certifies in this, that individual must
have
the know-how of a specific industry in which only that individual must be employed. This is
industry
specific entrepreneurship which is to be imparted including practical knowledge of that industry.
 VOCATIONAL TRAINING – Although some of these categorizations could be called
vocational, but other than the above vocational skills, all others are to be listed in this category.
Vocational training skills are very much required according to the unique and specific skill sets that
are required in various other sectors and industries.
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2. Focus on Knowledge
The focus of education must be on learning. Each time when individuals are taught
something, it must result in some knowledge gain, some value addition, something
they can use directly or after its application or something they can use for further
enhancement of knowledge.
In this category, emphasis is on promotions of research studies. As we know,
comprehensive research opportunities are very few in India, as compared to other
developed countries, this certainly needs to change so as to emphasize the value of
knowledge and its impact on economy and other forms of development. It takes time
for research to prove its worth but it surely makes huge impacts when it does. Research
is necessary not just for new developments in different fields but also to understand
our needs better, be it individuals’ needs or a nation’s needs.
“Focus on knowledge” category includes all those organizations who are working in
the field of research in any field of study.
3. Sharing of Knowledge
In this third point of 8PE concept, emphasis is on the tendency/ability/liking of
individuals to share their knowledge. Part of Education itself must include teaching
individuals to share their knowledge with others. Knowledge is a wealth whose value
doesn’t decrease when shared, and infact it is more likely to get sharpened, if shared.
In the Commondove app, sharing of knowledge category is dedicated to organizations
working for primary/basic education which is to be made accessible to each and every
citizen, starting from the kids. There are several organizations who are working to
make this dream a reality and it needs more support, especially from the youth.
4. Being Civilized
Education must teach individuals and groups on how to be part in making of a better
society, How to be more civilized. This includes resolving all the differences that
degrade our society, and to establish uniformity . There are parts of society which we
often neglect or in other words we don’t pay them enough attention that they require.
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We cannot afford to neglect these aspects if we want to be civilized in true sense, truly
human. Some of the aspects which need our care:
 EALDERCARE
With the growing trend of nuclear families, and lives of people becoming busier, we often forget to
take care of people who made us. Maybe they need less of the formal traditional respect and more of
love and care like the rest of us young ones. Organizations who are working for elder care are listed
in this sub-category.
 SPECIALCHILDREN
Our education system is trying to remove the difference and treat all children equally but there is a
lot
of gap in where we are and where we should be. Only parents/guardians are sensitized naturally to
the
associated challenges and the greatness of the unbound love that only they can experience when they
win over these challenges. It is high time that our society should start aspiring to accommodate. All
the organizations who are working for special children are listed in this sub-category.
 ANIMALWELFARE
We need to take much better notice of the fact that humanity is not treating just humans in a
way but all the creations of mother nature. Animals, who are and who’ve been a necessary part of
civilizations right from the start must be treated in a humane manner. And that includes right to live,
right to experience their habitats and much more as we understand them better with time. All the
organizations who are working for welfare of animals are listed in this sub-category.
 FARMER’SCARE
People who constitute majority of our population, who are one of the most integral part of the
economy
as they provide us with something that is necessary for us to survive, yet we fail to return them
what’s
vast and long due. We often hear of their continuous exploitation, their unending miseries, but we
are
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still unable to do much about it. All the organizations who are working for farmers’ and their
families’
welfare in any way possible are listed in this sub-category.
 LGBTWELFARE
While the judiciary is gradually stepping up and establishing laws in this direction, we as a society
are
still restraining ourselves to offer any acceptance to the rightfully humans. We need to realize that
irrespective of their orientation they still are humans who have a mind and emotions just like any
other
human. All the organizations who are working for LGBT welfare in any way possible are listed in
this
sub-category.
 Sportsmen/Veterans’care
Sportsmen who brought laurels to the country in the present or the past, we often of hear their
dismal
situation. Sportsmen are those individuals who chose to pursue their passion as profession in a
competitive manner, even knowing that while doing this they are risking their future as there is not
much for their gains after they retire. It is high time we start looking at sports as proper profession
and
give the respect and attention these sportsmen deserve irrespective of their sport. All the
organizations
who are working for welfare of sportsmen and veteran sportsmen in any way possible are listed in
this
sub-category.
 CombatViolenceagainstWomen/Children/Weak
Some of us like to deal with abuse or exploitation of any kind with disciplined aggression,
we
a resolve – not to sit back and let abuse/violence against women/children/weak individuals or
sections
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of society left unnoticed and untried. We must make sure any, each and every such instance be put
to
lawful justice and the judgements be loud and clear so that any such instances won’t get repeated.
All
the organizations who are working for combating violence against women/children/weak in any way
possible are listed in this sub-category.
 Anti-HumanTrafficking
What we need to realize is that most Individuals involved are not stuck in illicit prostitution
of their choice but because of financial constraints or in a forced manner. Organizations working for
exposing human trafficking, for welfare of people stuck in such illicit activities, for their rights, are
listed in this sub-category.
 DONATION
There are a lot of organizations trying to get in donations for various social causes and we all have
seen how social workers are extremely underpaid and yet they do their work as that is what they
want
to do. All such organizations working for gathering donations for any or every social cause is listed
in this sub-category.
 CHILDRENWELFARE
Welfare of Children are society’s one of the prime responsibility and it should be done without
prejudice. All children must be treated equal and must have at least the basic rights. We often see
children of workers/laborers not being looked after and their parents cannot afford to lose the day
wages just so to take care of them. Organizations who are working for orphaned children, children
of
workers/laborers, children needing any help/assistance, saving children from the hands of slavery or
forced labour or any other form of exploitation, are listed in this sub-category.
 LABOURWELFARE
They struggle with their household economy, they don’t have health covers, they have
dismal
standards, they cannot secure their children’s future, they often work in hazardous conditions. And
in
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case of sanitation and waste management workers, the situation is even more horrible. Organizations
who are working for welfare of laborers are listed in this sub-category.
5.Knowing Rights and Privileges
One necessary part of education is to educate individuals/citizens about the rights that
the constitution and the government offers them for their benefits. Individuals must
know the rights and privileges which they can use and also how to make the best use of
these rules. Often, citizens are not aware of the government policies and privileges
which if they had known would have benefitted them in social or economic manner or
for general convenience as well. For a healthy functioning system, citizen must know
and must use the tools which are made for them to use. They must have the knowledge
to work for the system for development of society, to work with the system for
progressive development, or even to fight against the system if their rights get
infringed in any manner for securing the stability and health of the system.
6. Respecting Nature and Environment
One of the uncompromising aspect of education which we often under-look is the
knowledge of nature and environment, necessity of cleanliness and how to achieve it,
the balance of nature and how to let the balance and in current scenario how to restore
the balance of nature, efforts of preventing ongoing exploitation of nature and its
resources, and such areas where it requires discipline in human approach towards
nature
and environment as a whole. In this category, there are sub-categories in which
Organizations are listed who are working their respective field of work related to
nature
and environment.
 Environmental Education
 Cleanliness
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 Waste Management
 Wildlife/Aquatic care
 Ecosystems
 Energy Conservation
 Air Pollution
 Water Pollution and Conservation
 Noise Pollution
 Forest Conservation
All these aspects of nature and environment are to be looked at with specific targets,
and collectively also. A scientific and analytical approach can ensure proper
conservation and rehabilitation
7. Self Well Being
That aspect of education on the success of which depends the success of other aspects
of complete education as without a secure-confident-healthy-stable individuals it is
almost irrelevant to expect from them to participate in any form of developmental
activities for the society. Society is dependent on individuals in it and these
individuals must be taught and trained to be self sufficient in terms of taking care of at
least themselves if not more.Now, an individual in herself is a range of aspects and all
these aspects of an individual’s life which accounts for their well being are to be taken
care of. These aspects as listed here:
 Mental Health – Organizations educating people about stress, depression and other similar or
dissimilar mental issues and how to cope with them through counselling, and other forms of
treatment.
We sometimes only need people to talk to which is what is to be focussed upon, and emotional
support
is one of the most crucial part of it.
 Physical Health – Organizations educating and training people to maintain their physical health.
 Diet Management – Organizations educating individuals about nutrition that they require, nutritive
value of the food they intake, how to keep a balanced diet and such issues.
 Physical Activity Quotient – In today’s time when individuals have to sit more and walk less, eyes
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are often strained, and so on, there is deficiency in terms of how much their body needs to have
physical activity going on to keep them healthy. Organizations educating individuals about such
issues
and educating them on how to keep at least a minimum level of physical activity going.
 Mental Strength/Motivation/Inspiration – We all require motivation and mental strength to keep
on working for our goals even when we tend to feel low sometimes. In such times, we need
techniques
to reduce stress and some relaxation and the motivation to keep working and avoiding quitting. Such
organizations working for enhancing mental strength are listed in this sub-category.
 Hobbies – Organizations creating environment to motivate people to take up hobbies and sports and
music and art and several other kinds of hobbies. Hobbies play an important role in our lives.
 Sex Education – Organizations educating individuals about the various related topics such as issues
relating to human sexuality, including emotional relations and responsibilities, human sexual
anatomy, sexual activity, sexual reproduction, age of consent, reproductive health, reproductive
rights,
safe sex, birth control and so on.
 Parenting – Organizations educating parents to raise better individuals out of their children.
 Healthcare – Organizations providing any healthcare services/aid to individuals on a free to low
cost
basis.
 Sustainable Living – Organizations educating individuals about sustainable/environment friendly
practices.
 Miscellaneous – Any organization helping individuals for developing a better self is listed here if it
does not fall in any other category.
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CHAPTER 2:
INTRODUCTION TO TOPIC
BRIEF INTRODUCTION TO SOCIAL MEDIA MARKETING
The technological developments are having considerable impact upon any organization in variety of
ways. The emergence of online technology has revolutionized the marketing operations all over the
world. Now-a-days there is a high competition in the market and the customers have opportunities to
take better decision for the available range of goods and services. In this competitive situation, the
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organizations need to be vigilant to retain customer’s loyalty. Reducing the communication gap
between the company and the consumer could be a good way to create a better relationship which
can further be helpful to develop a better understanding of consumer’s needs and wants.
Social media is playing crucial role in this regard and the enterprises are taking the benefit from
social media’s friendly approach to build brand relationship.
Social media provide flexibility to approach huge traffic of target audience due to variety of
features. Though face to face interaction and communication is much powerful, yet social media
tends to provide an efficient alternative for communication. It helps to manage the instant message
communication and dialogues between the brands and customers.
SOCIAL MEDIA
Social media is any digital tool that allows users to quickly create and share content with the public.
Social media encompasses a wide range of websites and apps. Some, like Twitter, specialize in
sharing links and short written messages.
SOCIAL MEDIA PLATFORM
Using websites and applications to communicate informally with others, find people, and share
similar interests. Allows users to directly connect with one another through groups, networks, and
location.
Some Examples of social media platform are:-
 Facebook
 Instagram
 Whatsapp
 Youtube
 Snapchat
 Twitter
 Tumblr
 Linkedin
Variety of Social media platform
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he technological developments are having con-
siderable impact upon any organisation in variety
of ways. The emergence of online technology has
revolutionised the marketing operations all over
the world (Baird &Parasnis, 2011).
Now-a-days there is a high competition in
the market and the customers have opportunities
to take better decision for the available range of
goods and services. In this competitive situation,
the organizations need to be vigilant to retain cus-
tomer’s loyalty. Reducing the communication gap
between the company and the consumer could be
a good way to create a better relationship which
can further be helpful to develop a better under-
standing of consumer’s needs and wants. Social
media is playing crucial role in this regard and
the enterprises are taking the benefit from social
media’s friendly approach to build brand relatioship (Hachinski et al., 2010). Social media sites are
the communication ties being used to bind people together. Research have proven that the people
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are moving towards utilizing the social media for getting access to information, ideas and
opportunities (Donath, 2004).Social media technology has modified the ways for managing the
relationship between the brands and the customers. Success of the social media lies in a fact that it
has provided the medium through which people interact with each other. They have been able to
maintain connections with one another (Pauwels, 2004).The marketers are using the social media
sites for fostering the brands. They employ social media to understand customer expectations and
then develop appropriate strategies to promote their offerings for achieving the marketing goal
(Donath, 2004).Commutation is very crucial and valuable for commencing the dialogues.
Additionally, com-munication is the only tool that is used to initiate, develop and maintain the
relationship between two persons. Communication opens doors for un-derstanding and eradicating
confusion (McEwen, 2005). Social media serves as a podium for com-munication and engagement
of the large variety of customers. Through this medium, companies can raise awareness about their
brands. They can also promote their brands by disseminating their specialty and point of parity
(Breivik &Thorb-jørnsen, 2008).Social media sites made interaction and communication so
much easy those different companies can interact with their customers and know about their
preferences which is then used offline for developing appropriate strategy for promoting
brands.Social media provide flexibility to approach huge traffic of target audience due to variety of
features (Brakus et al., 2009). Though face to face interaction and communication is much power-
ful, yet social media tends to provide an efficient alternative for communication. It helps to manage
the instant message communication and dialogues between the brands and customers. The conversa-
tion between the brands and the customers can be stored over these sites and can be used for further
improvement.Brands can also flash their advertisements on the social networking sites. Flashing the
ads on the pages of the target audience is like winning a tender. Brands have to understand that they
have to win the bid in displaying their ads. They have to clearly mention their target audience and
place the highest bids. This ends in generating the exposure amongst many customers which may
indirectly results in significant amount of sales and huge fan following for a brand.Social media
platforms are not just a trend that has to be followed. Rather they have proofed their importance in
building relationship of a brand with the customer, grabbing potential customers, customer
retention, high end promoting system, and brand’s potential growth. Companies cannot afford to
tend to ignore such a vital platform for the development of their brand.Conrad et al., (2010) said that
the social media and social networking websites are most modern basis of marketing
communication. The platform is providing the marketers more open and free way of
communication. The new generation of websites provide the customers more integrative facilities
and marketers are using these facilities. The security of modern websites is increasing and this is
also enhancing the trust of customers on online buying the product from the organisation. The
social networking website likes Facebook, Twitter, and LinkedIn and similar others are at-
tractingmillion of users. The marketers are looking for their customers on these social networking
platforms and using these as sources of market-ing and communication with the customers. Here
customers are getting information from social net-working websites at the same time they are testing
and exchanging the information with each other. The reliability and validity of such information is
more as customers trust each other more than the traditional ways of marketi
Social media marketing is the use of social media platforms to connect with your audience to build your
brand, increase sales, and drive website traffic. This involves publishing great content on your social media
profiles, listening to and engaging your followers, analyzing your results, and running social media
advertisementsThe major social media platforms (at the moment) are Facebook, Instagram, Twitter,
LinkedIn, Pinterest, YouTube, and Snapchat.
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Social Media Marketing
Social media marketing first started with publishing. Businesses were sharing their content on social
media to generate traffic to their websites and, hopefully, sales. But social media has matured far
beyond being just a place to broadcast content.
Nowadays, businesses use social media in a myriad of different ways. A business that wants to
understand how it’s performing on social media would analyze its reach, engagement, and sales on
social media with an analytics tool (social media analytics). A business that wants to reach a specific
set of audience at scale would run highly-targeted social media ads (social media advertising).
As a whole, these are often also known as social media management.
NOTE:-Social media marketing (sometimes referred to by its acronym, SMM) connects service
providers, companies, and corporations with a broad audience of influencers and consumers. Using
social media marketing, companies can gain traffic, followers, and brand awareness—and that’s just
the tip of the iceberg.
SOCIAL MEDIA MARKETER
Social media marketer is a person who combines marketing and social media management skills to
architect and enhance company social media presences, including interacting with customers,
promoting brand-focused interactive and engaging content, and expanding opportunities for
revenue. Works with social media team members to create innovative social media campaigns.
PILLARS OF SOCIAL MEDIA MARKETING
The Five Core Pillars of Social Media Marketing
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1. Strategy
The first step is to think about your social media strategy.
What are your goals?
How can social media help us achieve our business goals? Some businesses use social media for
increasing their brand awareness, others use it for driving website traffic and sales. Social media can
also help you generate engagement around your brand, create a community, and serve as a customer
support channel for your customers.
Which social media platforms do you want to focus on?
The major social media platforms, mentioned above, are Facebook, Instagram, Twitter, LinkedIn,
Pinterest, YouTube, and Snapchat. There are also smaller and up-and-coming platforms, such as
Tumblr, Tik Tok, and Anchor, and social messaging platforms, such as Messenger, WhatsApp, and
WeChat. When starting out, it’s better to pick a few platforms that you think your target audience is
on than to be on all platforms.
What type of content do you want to share?
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PILLARS
Strategy
Planning and
Publishing
EngagementAnalytics
Advertising

What type of content will attract your target audience best? Is it images, videos, or links? Is it
educational or entertaining content? A good place to start is to create a marketing persona, which
will help you answer these questions. And this doesn’t have to be fixed forever; you can always
change your strategy according to how your social media posts perform.
2. Planning and Publishing
Social media marketing for small businesses usually starts with having a consistent presence on
social media.By being present on social media platforms, you give your brand an opportunity to be
discovered by your future customers.
Publishing to social media is as simple as sharing a blog post, an image, or a video on a social media
platform. It’s just like how you would share on your personal Facebook profile. But you will want to
plan your content ahead of time instead of creating and publishing content spontaneously. Also, to
ensure that you are maximizing your reach on social media, you need to publish great content that
your audience likes, at the right timing and frequency.
There are now a variety of social media scheduling tools, such as Buffer Publish, that can help you
publish your content automatically at your preferred time. This saves you time and allows you to
reach your audience when they are most likely to engage with your content.
3. Engagement
As your business and social media following grow, conversations about your brand will also
increase. People will comment on your social media posts, tag you in their social media posts, or
message you directly.
People might even talk about your brand on social media without letting you know. So you will
want to monitor social media conversations about your brand. If it’s a positive comment, you get a
chance to surprise and delight them. Otherwise, you can offer support and correct a situation before
it gets worse.
You can manually check all your notifications across all the social media platforms but this isn’t
efficient and you won’t see posts that didn’t tag your business’s social media profile. You can
instead use a social media listening and engagement tool that aggregates all your social media
mentions and messages, including posts that didn’t tag your business’s social media profile.
4. Analytics
Along the way, whether you are publishing content or engaging on social media, you will want to
know how your social media marketing is performing. Are you reaching more people on social
27

media than last month? How many positive mentions do you get a month? How many people used
your brand’s hashtag on their social media posts?
The social media platforms themselves provide a basic level of such information. To get more in-
depth analytics information or to easily compare across social media platforms, you can use the
wide range of social media analytics tools available.
5. Advertising
When you have more funds to grow your social media marketing, an area that you can consider
is social media advertising. Social media ads allow you to reach a wider audience than those who
are following you.
Social media advertising platforms are so powerful nowadays that you can specify exactly who to
display your ads to. You can create target audiences based on their demographics, interests,
behaviors, and more.When you are running many social media advertising campaigns at once, you
can consider using a social media advertising tool to make bulk changes, automate processes, and
optimize your ads.
Impact of social media on marketing
As marketers are always interested to grab the attention of the consumer. People have embraced
new media and technologies to such an extent like smart phone etc. has given marketers the
opportunity to reach consumers in a 24/7 capacity through a variety of mediums. It enhances the
chances of messaging being seen. Therefore it is obvious to allure the marketers towards social
media. Traditional campaigning approaches are overshadowed not only by rising social media but
also due to increasing difficulty to create an outstanding campaign due to very competitive market.
The problem lies with the change in the consumer’s mindset. Social media has led to a culture of
active engagement, immediate access to anyone and for anything and constant communication. This
is of course something that the traditional advertisement and other marketing methods could not
ever achieve. Whereas social media like Face book page, Twitter and YouTube etc.
Advantages & Disadvantages Of Social Media Marketing
Advantages
 Customer Data Analysis
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 Increased brand awareness
 Better customer satisfaction
 Cost effective
 Increased inbound traffic
 Gain market insight
Disadvantages
 Exposure to competitors
 Needs qualified personnel
 Slow returns on investments
 Tarnish brand name
 Time consuming
BENEFITS FOR SOCIAL MEDIA MARKETING
 Driving Relevant Links to Your Website
Considering that link building is a big part of search engine marketing, social media marketing
eliminates the need to seek out a costly link-building expert and can help build organic links.
When a blogger or website owner discovers a relevant piece of content, the natural instinct is often
to share the content on the website or blog with a direct link to the piece of discovered content.
These links in turn help to communicate to search engines that the blogger or webmaster has made a
decision to endorse the web page, as its content is considered trustworthy. As many search engine
marketers can attest to, the more links to your site, the more opportunities you have to be discovered
by both readers and visitors, as well as users looking for related content through searches performed
on search engines. Links enhance discoverability.
Social media sites are just a starting point, but with the right content, the gift of compelling social
media content has the potential to give back to the content creator twenty-fold or more.
 Bringing Traffic to Your Website
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Using available social media tools, users endorse approved content for their peers. As soon as an
active user of a social news site or influencer discovers a piece of content and spreads it, word of
mouth commences. The idea is a viral spread, which is heightened by online communities and the
cross-pollination of content on other social media sites. Figure Below illustrates this phenomenon.
 Making Consumers Brand-Aware
Obviously, a strong market presence is beneficial for getting business from customers who need
your product or service today. However, creating brand awareness today can also help you in the
future. Consumers who become aware of your brand now, even if they aren’t actively seeking your
product or service, are likely to remember you in the future and seek you out when they actually do
need your product or service. If you leave a positive first impression on your diverse audience, you
will likely reap benefits from exposing it to your product early, especially since one of the key ideas
of social media marketing is recommendations: the idea behind social media is that friends
recommend links, websites, and products to their peers.
 Driving Conversions
Given a compelling marketing strategy and creative demonstration, social media marketing can lead
people to purchase the desired product or service. On the contrary, a poor marketing demonstration
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will likely cause the consumer to distance himself from the advertised product. Consider this logic:
if you are selling a software product offering and decide to innovate with a poor-quality video laden
with mistakes and monotonous voiceover, how likely is that video to contribute to increased sales?
Presentation and layout are crucial in social media marketing.
 Triggering Conversations
If you’re getting links out of your social media strategy, it’s because people are talking about you.
It’s important to note that social media users are seeking out the voices of their peers—they’re not
listening to you as a corporate entity anymore.
What Makes “Social Media” Marketing Different?
Now that we’ve established some of the benefits of social media marketing, it should be clear that
traditional marketing tactics are not as effective as they once were, because consumer trust in these
media forms has declined. Today, information is more easily accessible online, and more
significantly, that information is a lot easier to find. Generations are becoming increasingly digital-
savvy. If a consumer is seeking out information about a particular product, she won’t necessarily sit
down with a cup of coffee and read her favorite magazine to find information about the product; she
is more likely to turn on her computer and look for reviews and endorsements from other individuals
just like her.
Social media marketing is a promising evolving technology with much potential, and there are
successful case studies to back up that sentiment, many of which we will explore in this book.
However, there are other reasons to engage in a solid social media strategy in addition to (or instead
of) traditional marketing strategies. These include:
 Social media marketing facilitates natural discovery of new content
Content crafted properly can be exposed to hundreds of new website visitors, from the casual surfer
to the extreme enthusiast, in a very spontaneous fashion. Unlike paid advertising, which is forced
upon web surfers, social media lets visitors view content that is not necessarily associated with
commercial intent. If I like a website because the marketing piece is hip, innovative, and genuine,
I’ll pass it on to my peers using social media sites and they’ll pass it on to their peers because they
also like it. Content can reach thousands of new eyeballs quickly without interfering with traditional
marketing, but social media marketing does not interfere with other marketing strategies, either.
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 Social media marketing boosts traffic numbers
Traffic comes to websites from sources other than search engines, and many of those sources
include social media sites. Once you have established yourself as a community participant worth
following, people will be interested in what you have to share and will likely pass relevant your blog
posts, videos, or articles onto their peers.
 Social media marketing builds strong relationships
If you are genuinely paying attention to members of the communities that are part of your marketing
message (or not even associated at all), you can build strong relationships when you take the time to
respond to concerns or feedback. Even communities that are not necessarily related to your
company, brand, product, or service offering have members who may individually be interested in
knowing more about you and what you have to offer. And since it is so easy to spread your message
via word of mouth online, if you really leave a good impression on those who you interact with on a
regular basis, it’s almost certain that they will recommend you to a peer who is seeking your service
or product— that is, if they believe in it (and you!)
Social Media Marketing Is a Cheap Alternative to Traditional Marketing—with High Returns
You can certainly hire someone to provide strategy and tactics to bring you success, or you can
integrate social media marketing in-house for much less (though before you do, read this book
first!). Social media marketers still need to understand the rules of engagement, participate in
communities on a regular basis, and capitalize on emerging trends. Such activity will prove to be
highly cost-effective. Buying hundreds of links on untargeted sites, for example, may cost you
thousands of dollars, but if you practice the creative strategy of social media marketing, the return
on investment can be substantially higher. Plus, social media marketing has the added benefit of
heightened awareness about product offerings.
32

WORK DONE DURING SUMMER INTERNSHIP WORKING WITH COMMONDOVE
WEEK – 1
 Promote their app on face book. And we have to increase their like on their face book page.
WEEK - 2
 In second week, we have to promote their app also on Instagram. We have to increase their
popularity on Instagram also. Make people aware about their work on Instagram also.
WEEK –3
 In third week, we have to increase their subscribers on Youtube. So that people can watch
their regular updates on their channel.
WEEK –4
 And in last week of our internship, we have to increase the awareness of their app among
students. For this we have to make people that they can download their app for more
knowledge.
33

CHAPTER 3:
RESARCH AND METHODOLOGY
34

Research Methodology
Research is careful investigation or inquiry specifically through search for new facts in any branch
of knowledge. It is an original contribution to the existing stock of knowledge making for its
advancement.
Research can simply be defined a task of searching from available data to modify a certain result or
theory.
Research Methodology refers to a systematic study, defining a problem, formulating a Hypothesis,
collecting and analyzing data and deduction and conclusion.
In simple words it is a way to systematically solve a research problem. It is a science of studying
how research is done scientifically. Essential it is the procedure by which the researchers go about
their work of describing, evaluation and predicting phenomenon. It aims to give the work plan of
research. It provides training in choosing methods materials, scientific tools and techniques relevant
for the solution of the problem.
 Objective of study
The following objectives are
 identify business strategies for increasing their awareness through social
media.
 To understand the role of social media in the field of education.
 To identify student’ behaviour towards social media marketing.
35

RESEARCH DESIGN
A Research Design is a methodical, well-organized procedure utilized by are searcher, or a scientist
to carry out a scientific study. It is a comprehensive co-existence of already identified elements and
any other information or data leading toa reasonable end result. The research design is required to
follow a pre-planned, well-thought-out methodology, in agreement with the pre-selected research
type, in order to come up with an error-free, authentic conclusion.
Types of Research Designs:-
 Exploratory Design:
As the name suggests, exploratory research is conducted to explore a group of questions. The
answers and analytics may not offer a final conclusion to the perceived problem. It is conducted to
handle new problem areas which haven’t been explored before. This exploratory process lays the
foundation for more conclusive research and data collection.
❖ Descriptive Design:
Descriptive research focuses on expanding knowledge on current issues through a process of data
collection. Descriptive studies are used to describe the behaviour of a sample population. In a
descriptive study, only one variable is required to conduct the study. The three main purposes of
descriptive research are describing, explaining, and validating the findings. For example, a study
conducted to know if top-level management leaders in the 21st century possess the moral right to
receive a huge sum of money from the company profit.
❖ Explanatory Design:
Explanatory research or causal research is conducted to understand the impact of certain changes in
existing standard procedures. Conducting experiments is the most popular form of casual research.
For example, a study conducted to understand the effect of rebranding on customer loyalty.
36

DATA COLLECTION
Data collection is a term used to describe a process of preparing and collecting business data – for
example as apart of process improvement or similar project. Data can be collected by two methods:-
 PRIMARY DATA
 SECONDARY DATA
PRIMARY DATA
Data collected by the investigator himself/herself for a specific purpose.
Example:- Data collected by a student for his/her thesis or research project.
Advantages of Primary Data
 The investigator collects data specific to the problem under study.
 There is no doubt about the quality of the data collected (for the investigator).
 If required , it may be possible to obtain additional data during the study period.
Disadvantages of Primary Data
 The investigator has to contend with all the hassles of data collection-
 Deciding why, what, how, when to collect.
 Getting the data collected (personally, or through others)
 Getting funding and dealing with funding agencies
 Ethical considerations(Consent , permission , etc)
 Ensuring the data collected is of high standard-
 obtained accurately, and in the format , it is required in
 there is no fake / cooked up data
 unnecessary / useless data has not been included
 Cost of obtaining the data is often the major expense in studies.
SECONDARY DATA
Data collected by someone else for some other purpose ( but being utilized by the investigator for
another purpose ).
37

Example:-Census data being used to analyze the impact of education on career choice and earning.
Advantages of Secondary Data
 The data’s already there –no hassles of data collection.
 It is less expensive.
 The investigator is not personally responsible for the quality of data.
Disadvantages of Secondary Data
 The investigator cannot decide what is collected (if specific data about something is required
, for instance).
 One can only hope that the data is of good quality.
 Obtaining additional data (or even clarification ) about something is not possible ( most
often)
METHOD WHICH I USED DOING THIS PROJECT
The type of research design used by me is Descriptive research. Here, I focused on the
understanding of human behavior and the reasons that govern such behavior. A major chunk of my
research is based on the conclusive research design.
Primary method
Primary method which I will use to collect my data is through Survey method. The survey
method is the technique of gathering data by asking questions to people who are thought to
have desired information.
In the context of the project study, the source of data used by me for this project is primary
resources which is by approaching the respondents who have filled the questionnaire.
Data collection: The data has been collected through a proper questionnaire under the
guidance of faculty guide as well as Industry mentor.
 The responses were collected through Google forms.
 Sample size taken of the customers is around 100.
 Data collected in overall is form those respondents who came across &landed on my
paid Ad campaign through facebook ads campaign and some of them are random
people.
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 Age group- above16.
Secondary method
 Blogs
 Books
 Websites
39

CHAPTER4:
DATA ANALYSIS AND INTERPRETATION
40

Data Analysis & Interpretation
1. What social media platform do you use the most?
options Response
facebook 40
instagram 30
youtube 20
twitter 10
Interpretation: As per above analysis 40% responses using Facebook, 30% responses using
Instagram, 20% using You tube and 10 %using twitter. So main impact on most of responses
are on Facebook and Instagram.
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2. Age
AGE Response
Below 30 40
30-40 30
40-50 20
Above 50 10
Interpretation: As per above analysis the age of responses is 40% of below 30, 30% is in
between 30-40, 20%is in between 40-50 and 10%is above the 50. So the age of teenager is
more related to social media.
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3. Educational Qualification
OPTIONS Responses
Undergraduate 40
Graduate 30
Post Graduate 30
Interpretation:
As from above analysis 40% is undergraduate, 30% is graduate and 30% is post graduate. So
more under undergraduate people are more interact in social media.
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4. Occupation
OPTIONS Responses
Business 40
Profession 30
Service 30
Interpretation:
As per above analysis 40% doing their Own business, 30% opt their professions and rest of
30% doing service.
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5. How often do you use internet?
OPTIONS Responses
once a week 10
1or2hr in a day 20
1to3 day in a week 20
more than 3 hrs 50
Interpretation:
As from above analysis the user using internet 10% responses using internet once a week,
20% responses using internet 1 or 2 hr in a day,20% responses using internet 1 to 3 day in a
week and 50% response using internet more than 3 hrs.
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6. Are you aware of social networking sites?
OPTIONS Responses
yes 70
no 30
Interpretation:
As from above analysis 70% of responses are aware of social networking sites and 30% of
response are not aware of social networking sites.
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7. In which SNS do you find ads communicated well?
OPTIONS Responses
facebook 50
twitter 30
ourkut 20
others 10
Interpretation:
As from above analysis 50% of response find ads on Facebook, 30% of response find ads on
twitter, 20% of response finds ads on Orkut and 10% of response finds ads on other social
networking sites.
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8. What kinds of ads have you come across in these sites?
OPTIONS Responses
Web banner 30
pop ups 30
Flash ads 10
Video ads 20
others 10
Interpretation:
As from above analysis 30% of response said web banner ads have come across in these sites,
30% of response said pop ups ads have come across in these sites, 10% of response said flash
ads have come across in these sites, 20% of response said video ads have come across in
these sites and 10% of response said other ads have come across in these sites.
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9. Do you agree that the ads should appear on SNS?
OPTIONS Responses
strongly agree 30
agree 30
neutral 10
disagree 20
strongly deagree 10
Interpretation:
As from above analysis 30% response are strongly agree by appearing ads on SNS, 30%
response are agree by appearing ads on SNS, 10% response are strongly agree by appearing
ads on SNS, 20% response are disagree by appearing ads on SNS and 10% response are
strongly disagree by appearing ads on SNS.
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PART B
1. DID UH VISITED OUR SITE (COMMONDOVE)
OPTIONS RESPONSES
YES 70
NO 30
Interpretation:
As from above analysis 70% of responses said yes that they VISITED COMMONDOVE and
30% of response said not VISITED COMMONDOVE .
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2. DO YOU KNOW ABOUT COMMONDOVE ?
SURVEY OUT OF 20 YES NO
NORTH DELHI 12 8
EEAST DELHI 7 13
WWEST DELHI 10 10
SSSOUTH DELHI 5 15
TOTAL 34 46
% OF PEOPLE KNOW ABOUT COMMONDOVE
YES NO
51

3 .DO YOU PREFER COMMONDOVE TO YOUR FRIENDS ?
SURVEY OUT OF
20
YES NO
NORTH DELHI 8 12
EAST DELHI 10 10
WEST DELHI 12 8
SOUTH DELHI 7 13
TOTAL 37 43
YES NO
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4. Do you prefer social media marketing to be safest?
SURVEY OUT OF 20 YES NO
NORTH DELHI 16 4
EAST DELHI 18 2
WEST DELHI 17 3
SOUTH DELHI 18 2
TOTAL 69 11
NORTH DEL EAST DEL WEST DEL SOUTH DEL
0
2
4
6
8
10
12
14
16
18
YES NO Column1
53

CHAPTER4-
CONCLUSION AND FINDINGS
54

CONCLUSIONS
 The study concludes that consumers rely upon more than one medium in order to
their brand related knowledge. It means that they use the combination of various sources
making final decision. Along with the traditional sources, they heavily rely on modern
marketing tool i.e., online advertising.
 Consumers do require detailed information about the brand so as to evaluate its
strengths & weaknesses; this ample amount of information then saves their time
by allowing them to make the decision quickly.
 The study also reveals that main reason for growing importance of social marketing is
the increasing literacy about internet among people. They have identified that internet
is truly advantageous through which they can serve their various purposes mainly
social networking, online shopping & media sharing (photo, music, video). This
efficacy of internet has intensified their tendency of being online.
 Today’s consumers strongly feel that every company must use this efficacy to
strengthen its marketing efforts. So that they will get motivated to use online
marketing with the intent of getting access to exclusive content about the brand and
getting discount and sharing their feedback about brand with the advertiser.
55

FINDINGS
1. This study reveals that consumers reckon upon more than one medium to get
knowledge of any brand. Due to unlimited brand choices & price sensitivity, they
evaluation of various brands by referring more number of sourcesof information. So
they may be using combination of various mediums such print ads, television
commercials, in-store promotion to know about different aspects of the brand.
2. consumers do refer various mediums to get awareness but highest preference is being
given to online media. Online media incorporates blogs, online PR, Window displays,
banner ads etc. And consumers today are more exposed to these forms of online
advertising as compared to advertising through other mediums.
3. The study showed that in today’s world every consumer knows about internet and is
well informed about its applications.
4. Majority of respondents use internet with high frequency followed by respondents
very high frequency of using internet. So, due to its attribute of making life easier by
allowing the users to have instant access with every informational,educational,
interactive & entertaining material; Internet is heavily used medium today.
56

CHAPTER 5:- SUGGESTIONS
57

From this report it can be concluded that social media presence is inevitable in the coming
years. Not only that social media is useful as a marketing tool, it has become theorder o the
day to be present in social media.
Therefore this report recommends all kind of businessessmall scale, large scale, business to
business clients, business to consumer clients, manufacturing industries and so on to be
actively present in the social media
An important fact to be kept in mind in this context is that most social networking sites have
a cyclic growth. It starts from minimum, attains a maximum and goes down to a minimum
again. Thus, this is the perfect time to invest time and resource in popular social media sites
such as Facebook, Twitter and LinkedIn.
Owing to the relatively small amount of investment, it is not a high risk investment as the
usage of social media will come to a minimum only gradually. In comparison with traditional
advertisements, social media marketing caters to a more focussed group of people and thus
can yield better results.
58

References (Books) & Bibliograpy
.ads.google.com
www.facebook.com
www.conserve-energy-future.com
www.thebalancesmb.com
www.marketo.com
www.investopedia.com
www.digitalmarker.com
sproutsocial.com
www.martechadvisor.com
kubermetalandalloys.xyz
59

.
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