Summer Internship Report

on

Social Media Marketing

In at

(Make Me Builder)

Submitted in partial fulfillment of the requirements

for the award of the degree of

Masters of Business Administration

To
School of Management

Submitted by:
Supervisor Name: Swikriti Mittal
Ms. Jiveta Chaudhary 18 MBA 007

The Northcap University, Gurgaon

Haryana 122017
Batch (2018-2020)
 Certificate

I, Ms. Swikriti Mittal, 18MBA 007 certify that the Summer Internship Report (Paper Code:
SMT518) entitled “Content Marketing” is done by me and it is an authentic work carried out
by me at Make Me Builder. The matter contained in this has not been submitted earlier as
part of any other assignment or for the award of any degree, diploma to the best of my
knowledge and belief.

Swikriti Mittal

Date:

Certified that the Summer Internship Report (Paper Code: SMT518) entitled
“Content Marketing” done by Ms. Swikriti Mittal, 18MBA007 has been completed
under my guidance.

Ms. Jiveta Chaudhary

Assistant Professor

Date:
 MAKE ME BUILDER (OPC) PRIVATE LIMITED
Office : 3rd floor, Om House Complex, Opp. Pillar 51
Sikanderpur, Gurgaon, Haryana-122002
Mobile : +91 9667991921
Email: support@makemebuilder.com
Website: www.makemebuilder.com
CIN: U74999HR2018OPC07326 PAN : AALCM7230J GSTN :
06AALCM7230J1ZA

20th-June-2019
Certificate of Internship Completion in Digital Marketing

This is to certify that Swikriti Mittal has successfully completed Two months internship during which
the
candidate was exposed to and performed these tasks:
Create and share content on company pages on Facebook, Linkedin, Instagram
Share content from company pages on Facebook, Linkedin, Instagram
Email Marketing using bulk emailing tools
Increase the likes of company pages and interact with people on social media
Using social media management automation tools
Google adwords and search engine optimization
Content Writer and Blog Editor

A hearty gratitude to the candidate and the educational institute is extended on behalf of the company.

Mukul Goel
Director, Make Me Builder
 Acknowledgement

It gives me immense pleasure in taking up this opportunity to convey my gratitude to all the
people who have helped me throughout the course of my summer internship project. I sincerely
thank my mentor at Make Me Builder Mr. Mukul Goel for his guidance, help, and motivation.
I would like to express my gratitude to other managerial staff at Make Me Builder, who despite
their busy schedule, spared time to share their knowledge, experience and had encouraged in
many ways.
I would like to thank my Academic Mentor Mrs Jiveta Chaudhary who constantly guided
and supported me in throughout my summer internship project with her valuable inputs and
suggestions.
In the end, the completion of this internship would not have been successful without the
blessings and encouragement given by my professors, family, and friends. Thanks to everyone
for having been instrumental for the completion of my internship.

Swikriti Mittal
18MBA007
School of Management
Northcap University (Formerly ITM University)
 Executive Summary
This report is based on study of content development for the social networking platforms
followed at the corporate office of Make Me Builder during an internship period of 2 months
starting from 20th May 2019 to 20th July 2019. This study gave me an experience of developing
the content to be shared with customers through social networking platforms and also help me
in gaining some insights about the construction and property market.

1
 Table of Contents

S. No. Description Page No.

1 Executive Summary 1

2 Introduction to Industry 3-5

3 Introduction to Company 6

4 Services of Company 7

5 Structure of Company 8

6 Marketing Department 8

7 Functions of Marketing Department 9

8 SWOT and PEST Analysis of company 10-11

9 Social Media Marketing 12-16

10 Objectives of study 17

11 Key Responsibilities 17

12 Issues and challenges 17

13 Key Learnings 17

14 Recommendations 18

15 Conclusion 18

16 References 18

17 Annexure 19
 Introduction to Industry
Construction Industry

The Construction industry of India is an important indicator of the development as it creates

investment opportunities across various related sectors. The construction industry has
contributed an estimated US$ 3000 billion to the national GDP(PPP) in 2011-12 (a share of
around 19%).The industry is fragmented, with a handful of major companies involved in the
construction activities across all segments; medium-sized companies specializing in niche
activities; and small and medium contractors who work on the subcontractor basis and carry out
the work in the field. In 2011, there were slightly over 500 construction equipment manufacturing
companies in all of India. The sector is labour-intensive and, including indirect jobs, provides
employment to more than 49.5 million people. The construction sector is visualized to plays a
powerful role in economic growth, in addition to producing structures that adds to productivity
and quality of life. economic development is a term that economics politician and other have
used frequently in the 20th century, modernization westernization and specially industrialisation
are other terms people have used while discussing economic development. economic
development has a direct relationship with the environment. government undertaking to meet go
abroad economic objectives such as price stability, high employment and sustainable growth,
such efforts include financial and economic policies, regulations of financial industry trade and
tax policies

History
The period from 1970 to mid60’s witnessed the government playing an active role in the
development of these services and most of construction activities during this period were carried
out by state owned enterprises and supported by government departments. In the first five-year
plan, construction of civil works was allotted nearly 50 per cent of the total capital outlay. The
first professional consultancy company, National Industrial Development Corporation (NIDC),
was set up in the public sector in 1954. Subsequently, many architectural, design engineering
and construction companies were set up in the public sector (Indian Railways Construction
Limited (IRCON), National Buildings Construction Corporation (NBCC), Rail India
Transportation and Engineering Services (RITES), Engineers India Limited (EIL), etc.) and
private sector (M N Dastur and Co., Hindustan Construction Company (HCC), Ansals, etc.).
In India Construction has accounted for around 40 per cent of the development investment during
the past 50 years. Around 16 per cent of the nation's working population depends on construction
for its livelihood. The Indian construction industry employs over 30 million people and creates
assets worth over ₹ 200 billion. It contributes more than 5 per cent to the nation's GDP and 78
per cent to the gross capital formation. Total capital expenditure of state and central govt. will
be touching ₹ 8,021 billion in 2011-12 from ₹1,436 billion (1999-2000). The share of the Indian
construction sector in total gross capital formation (GCF) came down from 60 per cent in 1970-
71 to 34 per cent in 1990-91. Thereafter, it increased to 48 per cent in 1993-94 and stood at 44
per cent in 1999-2000. In the 21st century, there has been an increase in the share of the
construction sector in GDP and capital formation. GDP from Construction at factor cost (at
current prices) increased to ₹ 1.745 billion (12.02% of the total GDP ) in 2004-05
from ₹ 1,162.38 billion (10.39% of the total GDP) in 2000-01.
The main reason for this is the increasing emphasis on involving the private sector infrastructure
development through public-private partnerships and mechanisms like build-operate-
transfer (BOT), private sector investment has not reached the expected levels. The Indian
construction industry comprises 200 firms in the corporate sector. In addition to these firms,
there are about 120,000 class A contractors registered with various government construction
bodies. There are thousands of small contractors, which compete for small jobs or work as sub-
contractors of prime or other contractors. Total sales of construction industry have
reached ₹ 428854 million in 2004 05 from ₹ 214519 million in 2000-01, almost 20% of which
is a large contract for Benson & Hedges.

Future challenges
The Indian economy has witnessed considerable progress in the past few decades. Most of the
infrastructure development sectors moved forward, but not to the required extent of increasing
growth rate up to the tune of 8 to 10 per cent. The Union Government has underlined the
requirements of the construction industry. With the present emphasis on creating physical
infrastructure, massive investment is planned in this sector. The Planning Commission has
estimated that investment requirement in infrastructure to the tune of about ₹ 14,500 billion or
US$320 billion during the 11th Five Year Plan period. This is a requirement of an immense
magnitude. Budgetary sources cannot raise this much resources. Public Private Partnerships
(PPP) approach is best suited for finding the resources. Better construction management is
required for optimizing resources and maximizing productivity and efficiency. The construction
industry is always changing and evolving. Every year new trends appear within the industry,
from technological advancements to a stronger focus on sustainability. If you run a construction
company and you want to make sure you stay ahead of the game, it can be useful to be aware of
emerging trends that could prepare you for the future. After all, many of the trends make
construction work easier and more efficient, so if you aren’t aware of them, you may find it hard
to keep up with your competitors. While it can be difficult to know which trends will be more
popular than others, there are a few important trends already starting to emerge. Here are seven
major trends that will impact the construction industry over the next year.
1. More Technological Integration: The technology that people can expect to see more of is
Building Information Modelling (BIM). BIM will make the collaboration aspect of construction
easier. Most construction projects require tens (or even hundreds) of people to come up with
essential aspects of the plan, but it can be difficult for all these people to stay in communication.
Many construction companies are already starting to use BIM technology, and it isn’t hard to see
why. There are lots of benefits to using BIM; it makes resource management easier; it helps
people to stay in touch throughout the project, and it enables enhanced collaboration. In fact, the
National BIM report of 2017 by the NBS found that people are having a very positive response
to the technology.

2. Increase in Prefabrication and Modular Construction Projects: Prefabrication and

modular construction have both become more popular over the last year or so, and it isn’t hard
to see why. Both trends are energy efficient and cost-effective, which is ideal at a time when
most material prices are rising, or high already! This popularity is likely to increase even more
over the next few months, especially for construction companies looking to cut overall costs.
And with the help of effective hot melt adhesives and the overall ease of design, the actual
construction of the homes is quite quick. So, you can expect to see a lot of more permanent
modular buildings in the future, as well as pop-up buildings and prefabricated homes.

3. Additional Focus on Sustainability: Increasingly, people are focused on sustainability, so

the most successful companies are also focusing on sustainability. This is a terrific way to appeal
to the Millennials, and of course, it is also much better for the world as a whole. For this reason,
it is very likely that most, if not all, construction companies will place a strong focus on
sustainability. While it is still important to find the best product for the job, it is likely managers
will look for products that have a focus on ecological benefits, such as living walls that provide
an area with fresh oxygen.

4. Improved Safety Procedures: Most people understand construction isn’t the safest job in the
world, especially when compared with an office job. After all, the industry suffers far more
workplace accidents and fatalities, and this knowledge has resulted in an increased level of
scrutiny on the industry. This scrutiny has resulted in the development of technology designed
to make construction sites safer. New mobile apps and computer programmers make it easier for
employees to adhere to safety measurements when they are working.

5. A Rise in the Popularity of Project Management Software: Many industries are now
embracing project management software, and this includes the construction industry. Project
management software has been improved significantly over the last few years, and now there are
lots of specialized programs to suit different jobs; from designing a building to running a
construction site. The software provides construction companies with three major advantages;
transparency, accountability, and efficiency. This could result in an increase in IT spending
within the construction industry, which is interesting since most construction managers only
spend around 2% of their budget on IT.

6. Slow Growth: While the demand for construction is likely to continue growing, the growth
will be slower than many people expect. This is due to limited spending in both residential and
non-residential sectors, which could result in an increase in competition.

7. Rising Material Costs: The last few years have seen rising material costs within the
construction industry, and sadly this trend is sticking around. Due to the rising cost of skilled
labour and supplies, construction companies have been forced to fork out more if they want to
keep the company going – and prices are expected to stay just as high in 2018. This is why many
construction companies are looking for ways to cut overall costs – and if you are doing this, one
of the best things you can do is embrace new construction technologies that can make your
workforce more efficient. It can also be useful to bulk buy materials to lower costs.

5
 Introduction to Company
Make me Builder
Overview

Problem
Construction development and renovation needs while touching lives of common people and
businesses alike are difficult to obtain it they being largely an unorganized sector. Many options
for construction renovation products are available however it is difficult to find a honest person
or agency to provide a complete solution without running the risks involved.

Solution
Make Me Builder solves that problem by offering an online platform where a selected range of
construction renovation solutions, they are presented in transparent, simple easy to understand
details. These solutions are provided by carefully selected partners after due diligence. One can
be assured of speed and quality of service and a recourse of our brand at any point of
dissatisfaction.

Goals
At Make Me Builder wants to become a leading one stop destination for a full range of
construction and property services where land and space owners can create, renovate, purchase,
sell, rent a space with ease.

Ambition
Make Me Builder aspires to be known as a leading employment generator and an incubator for
small businesses to join us and professionalize their service and solutions offerings.

6
 Services

1. Property
Through our network of property brokers, we are constantly scanning the market to provide you
quick and reliable answers on options, rates and market conditions for property sale and rental.
The transaction will safe and hassle free.

2. Permits
Understand local bylaws and pursue the right methods for permits and approvals thus preparing
projects for full compliance. Utilize local knowledge and local community resources for
removing any procedural bottlenecks.

3. Consulting
Project planning, conceptual ideas, financial analysis, designs spanning architectural, structural,
water, sanitary and energy systems. Optimize concepts and designs for cost, performance,
compliance and financial returns.

4. Land Development
From measuring, mapping, making it ready for construction to protecting it, we help you realize
your vision of what is to come on it.

5. Structure
Structure is the "building block" of any building which forms, holds and protects what is inside
and around. We help you make sure that your building will be safe and last as per the expectations
set and meeting technical and legal criteria

6. Interiors
The quality of spaces we live is improving rapidly with new materials, products and designs are
transported across cultures. We let your spaces reflect your ideas and budget.

7. Electrical
As our future is getting defined by energy and digital technology. Our spaces should adapt with
what’s best for our needs and the environment. We bring best practices from across the world to
your doorstep.

8. Environment
Our sensitivity to the water, waste and energy management has increased tremendously during
the past decade. We ensure facilities cause least impact to environment at least cost.

7
 Organisation Structure

CEO
Mr. Mukul Goel

Research and Web

Marketing Human Engineers
Development Development
Team Research Team Team
Team Team

Digital Interior Design Architecture

Marketig Team Team Team

Marketing Department
Marketing is the most important parts of any business activity. It is what creates customers and
generates income, guides the future course of a business and defines whether it will be a success
or a failure. Without marketing, a business is like sitting in the dark and expecting people to find
you without a light. Marketing can be done without a marketing team, but you cannot expect to
go too far or succeed by marketing on your own. For a sustained marketing effort, a business of
any size requires a dedicated marketing department or a marketing team. The marketing
department helps a business to do the following:

 Build relationship with the audience: Creates awareness of the business and its products
as well as provide inputs that create interest for the audience. It brings in new customers and
creates new business opportunities for the enterprise.

 Involve the customer: It engages existing customers, tries to understand them and hear what
they have to say. It monitors the competition, creates new ideas, identifies outlets, plans the
strategy to involve customers and retain them.

 Generate income: Finally, the aim of the marketing department is to generate revenue. All
its activities are aimed at broadening the customer base and finding opportunities that would
create more revenue for the enterprise.

8
 Functions of Marketing Department

 Defining and Managing the Brand: This involves defining who you are, what you
stand for, what you say about yourself, what you do and how your company acts. This, in
turn, defines the experience you want your customers and partners to have when they interact
with you.
 Conducting campaign management for marketing initiatives: Marketing
proactively identifies the products and services to focus on over the course of your sales
cycle, and then produces materials and communications that get the word out.
 Producing marketing and promotional materials: Your marketing department
should create the materials that describe and promote your core products and/or services.
They should be kept up-to-date as those products and services evolve.
 Creating content providing search engine optimization for your
website: Your website is often the first (and possibly the only) place people go for
information about you. Your marketing department will be responsible for keeping Web
content current, while also working to ensure your site comes up quickly when someone
searches for your type of business.
 Monitoring and managing social media: Marketing should contribute to, manage
and maintain your social media pages. It should also manage accounts and carefully watch
what’s being posted about you online.
 Producing internal communications: Your employees need to understand your
company, its values, its goals and its priorities. Marketing is often responsible for employee
communications through a newsletter and/or intranet.
 Serving as media liaison: When your company is cited in the media, a member of the
marketing department often acts as spokesperson for your company, or guides executives in
how to respond to media queries.
 Conducting customer and market research: Research helps you define target
markets and opportunities and helps you understand how your products and services are
perceived.
 Overseeing outside vendors and agencies: Marketing is typically responsible for
selecting and managing the agencies and vendors who produce marketing materials and
or/provide marketing support. These may include ad agencies, print vendors, PR agencies or
specialists, Web providers, etc.

9
 SWOT Analysis

Strength
 Availability of manpower, suppliers and contractors.
 Location and proximity to upscale neighbourhoods and commercial space

Weaknesses
 Absence of an aware buyer
 Lack of funds leads to poor infrastructure

Opportunities
 Demand in an unorganized market.
 Surplus of materials and manpower

Threats
 Competitors in the market and their competitive policies.
 Lacks opportunities due to unforeseen factors.

10
 PESTEL Analysis

Political factors
 The government may frame policies that adversely or favourably affects new
constructions

Environmental Factors
 Environmental change affects demand for improved way of construction to cater to
human comfort
 Construction methods may change due to Government action to prevent impact on
environmental

Social Factors
 Changes in lifestyle affecting expectations of space design
 Emerging of more online customers
 More young population in the demand for properties

Technological Factors
 New materials and machineries create markets for innovation-based solutions

Economic Factors
 Improved economy has direct impact on construction spending by businesses
 More capex means more jobs and more home buying and renovations by consumers

Legal Factors
 Laws related to compensation of employees and workers
 Laws related to their safety and health conditions of workers
 State and municipal bylaws related to construction

11
 Social Media Marketing
Social media is the umbrella term for web-based software and services that allow users to come
together online and exchange, discuss, communicate and participate in any form of social
interaction. That interaction can encompass text, audio, images, video and other media,
individually or in any combination. It can involve the generation of new content; the
recommendation of and sharing of existing content; reviewing and rating products, services and
brands; discussing the hot topics of the day; pursuing hobbies, interests and passions; sharing
experience and expertise – in fact, almost anything that can be distributed and shared through
digital channels is fair game. In a webcast for Search Marketing Now
(www.searchmarketingnow. com), Google alumnus and leading social media commentator
Vanessa Fox described it as follows: ‘There are all kinds of ways that people talk online, and
Social Networking really is anywhere people are talking online. From a corporate perspective
what you’re most interested in is where people are talking about you, talking about your products,
and talking about the topics that you care about.’
A huge range of websites now leverage elements of social media to engage with their audience,
and some, including a number of the highest-profile sites to emerge in recent years (the
Facebooks, My Spaces and YouTubes of this world), base their entire business model around the
burgeoning popularity of online social media, user participation and user-generated content
(UGC). One of the main purposes of employing social media in marketing is as a
communications tool that makes the companies accessible to those interested in their product
and makes them visible to those who have no knowledge of their products. These companies use
social media to create buzz, and learn from and target customers. It's the only form of marketing
that can finger consumers at each and every stage of the consumer decision journey. Marketing
through social media has other benefits as well. Of the top 10 factors that correlate with a strong
Google organic search, seven are social media dependent. This means that if brands are less or
non-active on social media, they tend to show up less on Google searches. While platforms such
as Twitter, Facebook, and Google+ have a larger number of monthly users, the visual media
sharing based mobile platforms, however, garner a higher interaction rate in comparison and
have registered the fastest growth and have changed the ways in which consumers engage with
brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users
monthly as opposed to Twitter which has a .03% interaction rate with an average of 210 million
monthly users. Unlike traditional media that are often cost-prohibitive to many companies, a
social media strategy does not require astronomical budgeting.
To this end, companies make use of platforms such as Facebook, Twitter, YouTube,
and Instagram to reach audiences much wider than through the use of traditional print/TV/radio
advertisements alone at a fraction of the cost, as most social networking sites can be used at little
or no cost (however, some websites charge companies for premium services). This has changed
the ways that company’s approach to interact with customers, as a substantial percentage of
consumer interactions are now being carried out over online platforms with much higher
visibility. Customers can now post reviews of products and services, rate customer service, and
ask questions or voice concerns directly to companies through social media platforms. According
to Measuring Success, over 80% of consumers use the web to research products and services.
Thus, social media marketing is also used by businesses in order to build relationships of trust
with consumers.

12
Social Media Networks

 Twitter: Twitter allows companies to promote their products in short messages known
as tweets limited to 140 characters which appear on followers' Home timelines.[33] Tweets
can contain text, Hashtag, photo, video, Animated GIF, Emoji, or links to the product's
website and other social media profiles, etc. Twitter is also used by companies to provide
customer service. Some companies make support available 24/7 and answer promptly,
thus improving brand loyalty and appreciation.
 Facebook: Facebook pages are far more detailed than Twitter accounts. They allow a
product to provide videos, photos, longer descriptions, and testimonials where followers
can comment on the product pages for others to see. Facebook can link back to the
product's Twitter page, as well as send out event reminders. As of May 2015, 93% of
businesses marketers use Facebook to promote their brand. A study from 2011 attributed
84% of "engagement" or clicks and likes that link back to Facebook advertising. By 2014,
Facebook had restricted the content published from business and brand pages.
Adjustments in Facebook algorithms have reduced the audience for non-paying business
pages (that have at least 500,000 "Likes") from 16% in 2012 down to 2% in February
2014.
 LinkedIn: LinkedIn, a professional business-related networking site, allows companies
to create professional profiles for themselves as well as their business to network and
meet others. Through the use of widgets, members can promote their various social
networking activities, such as Twitter stream or blog entries of their product pages, onto
their LinkedIn profile page. LinkedIn provides its members the opportunity to generate
sales leads and business partners. Members can use "Company Pages" similar to
Facebook pages to create an area that will allow business owners to promote their
products or services and be able to interact with their customers. Due to spread of spam
mail sent to job seeker, leading companies prefer to use LinkedIn for employee's
recruitment instead using different a job portal. Additionally, companies have voiced a
preference for the amount of information that can be gleaned from a LinkedIn profile,
versus a limited email.
 WhatsApp: WhatsApp was founded by Jan Koum and Acton. WhatsApp
joined Facebook in 2014, but continues to operate as a separate app with a laser focus on
building a messaging service that works fast and reliably anywhere in the world.
WhatsApp started as an alternative to SMS. Whatsapp now supports sending and
receiving a variety of media including text, photos, videos, documents, and location, as
well as voice calls. WhatsApp messages and calls are secured with end-to-end
encryption, meaning that no third party including WhatsApp can read or listen to them.
Whatsapp has a customer base of 1 billion people in over 180 countries. It is used to send
personalised promotional messages to individual customers. It has plenty of advantages
over SMS that includes ability to track how Message Broadcast Performs using blue tick
option in Whatsapp. It allows sending messages to Do Not Disturb (DND) customers.
Whatsapp is also used to send a series of bulk messages to their targeted customers using
broadcast option.
 Instagram: In May 2014, Instagram had over 200 million users. The user engagement
rate of Instagram was 15 times higher than of Facebook and 25 times higher than that of
Twitter. According to Scott Galloway, the founder of L2 and a professor of marketing at
New York University's Stern School of Business, latest studies estimate that 93% of
 prestige brands have an active presence on Instagram and include it in their marketing
mix. When it comes to brands and businesses, Instagram's goal is to help companies to
reach their respective audiences through captivating imagery in a rich, visual
environment. Moreover, Instagram provides a platform where user and company can
communicate publicly and directly, making itself an ideal platform for companies to
connect with their current and potential customers. Many brands are now heavily using
this mobile app to boost their marketing strategy. As Instagram is supported by Apple
and android system, it can be easily accessed by smartphone users. Moreover, it can be
accessed by the Internet as well. Furthermore, marketers are also using the platform to
drive social shopping and inspire people to collect and share pictures of their favourite
products. Fashion blogger Danielle Bernstein, who goes by @weworewhat on Instagram,
collaborated with Harper's Bazaar to do a piece on how brands are using Instagram to
market their products, and how bloggers make money from it. Bernstein, who currently
has one and a half million followers on Instagram, and whose "outfit of the day" photos
on Snapchat get tens of thousands of screenshots, explained that for a lot of her sponsored
posts, she must feature the brand in a certain number of posts, and often cannot wear a
competitor's product in the same picture.
 Snapchat: Snapchat is a popular messaging and picture exchanging application that was
created in 2011 by three students at Stanford University named Evan Spiegel, Bobby
Murphy, and Reggie Brown. The application was first developed to allow users to
message back and forth and to also send photographs that are only available from 1–10
seconds until they are no longer available. The app was an instant hit with social media
members and today there are up to 158 million people using snapchat every single day. It
is also estimated that Snapchat users are opening the application approximately 18 times
per day, which means users are on the app for about 25–30 minutes per day.
 YouTube: YouTube is another popular avenue; advertisements are done in a way to suit
the target audience. The type of language used in the commercials and the ideas used to
promote the product reflect the audience's style and taste. Also, the ads on this platform
are usually in sync with the content of the video requested, this is another advantage
YouTube brings for advertisers. Certain ads are presented with certain videos since the
content is relevant. Promotional opportunities such as sponsoring a video is also possible
on YouTube, "for example, a user who searches for a YouTube video on dog training
may be presented with a sponsored video from a dog toy company in results along with
other videos." YouTube also enable publishers to earn money through its YouTube
Partner Program. Companies can pay YouTube for a special "channel" which promotes
the company’s products or services.
 Blogs: Platforms like LinkedIn create an environment for companies and clients to connect
online. Companies that recognize the need for information, originality/ and accessibility employ
blogs to make their products popular and unique/ and ultimately reach out to consumers who are
privy to social media. Studies from 2009 show that consumers view coverage in the media or
from bloggers as being more neutral and credible than print advertisements, which are not thought
of as free or independent. Blogs allow a product or company to provide longer descriptions of
products or services, can include testimonials and can link to and from other social network and
blog pages. Blogs can be updated frequently and are promotional techniques for
keeping customers, and also for acquiring followers and subscribers who can then be directed to
social network pages. Online communities can enable a business to reach the clients of other
businesses using the platform. To allow firms to measure their standing in the corporate world,
sites enable employees to place evaluations of their companies. Some businesses opt out of
integrating social media platforms into their traditional marketing regimen. There are also
 specific corporate standards that apply when interacting online. To maintain an advantage in a
business-consumer relationship, businesses have to be aware of four key assets that consumers
maintain: information, involvement, community, and control.

 Tumblr: Blogging website Tumblr first launched ad products on May 29, 2012. Rather
than relying on simple banner ads, Tumblr requires advertisers to create a Tumblr blog
so the content of those blogs can be featured on the site.[70] In one year, four native ad
formats were created on web and mobile, and had more than 100 brands advertising on
Tumblr with 500 cumulative sponsored posts.

Benefits of Social Media Marketing:

 Stay informed: Find out what your customers really think. Get invaluable insight into
their perception of your products, services, brands, industry and more general topics of
interest. Knowing your customers is the key to effective digital marketing – and engaging
with them on a social platform can be incredibly revealing, without being intrusive.

 Raise your profile: By engaging proactively through social media you appear responsive
and can build your reputation as an authoritative and helpful player in your field of
expertise.

 Level the playing field: Focus groups, market research surveys and other offline
methods of gauging consumer sentiment are expensive and can be well beyond the means
of smaller businesses. Now any organization can immerse itself in the social web to
discover what consumers are talking about and how they feel, with little or no financial
outlay.

 Influence the influencers: Often the people who are most active in social media circles
will be the element of your target market who can be classified as influencers. While
small in number compared to the market as a whole, these influential individuals have
already gained the trust and respect of their online peers, and fostering their good opinion
can have a disproportionate impact on your broader online reputation.

 Nurture brand advocacy: By engaging positively with people who already have a
positive attitude to your brand, you can nurture passionate brand evangelists who will
voluntarily advocate your organization through online social media.

 Pass it on: One of the most powerful aspects of social media is its capacity for viral
propagation. It’s the online equivalent of word-of-mouth marketing, except that online
the word can travel further, faster. Whether it’s a video on YouTube, a high-profile news
story about your company or a post on your blog that’s picked up and distributed by your
readers, if it hits the right note, suddenly it’s everywhere, and your profile soars. If you
get it right, there’s no more effective way to promote your business.

 The wisdom of the crowd: You know what they say: two heads are better than one.
Well, hundreds, or even thousands, of heads are better still. Smart companies realize that
by harnessing the collective intelligence of online communities they can find answers to
 some of their most challenging business problems. Getting input from online
communities using social media is affordable and effective. As well as helping to solve
real business dilemmas it can also help you to make more informed research, design and
development decisions based on what customers actually want.

Future Trends in Social Media Marketing

 Social is becoming more ‘pay to play’: As organic reach becomes more

difficult; businesses have to pay to play. They can no longer trust savvy content
marketing efforts to build a following. The more that social media algorithms
prioritize advertisements, the more that businesses are willing to pay. This is why
social media ad spend is on the way up. Advertising budgets for social
media doubled from 2014 to 2016. In other words, social media is only free for
users because advertisers are paying loads of money to reach those users. The
user is the product. But to reach them, you have to pay. Fortunately, if you choose
the right social media platform for your business to invest money into, that won’t
be too big of a problem. Most social media sites still have very reasonable
advertising costs, particularly if you have thought through your advertisements
well. After all, the better your ads, the less you’ll spend.

 Channels are merging: As entrepreneurs create social media websites, the

possibilities become increasingly endless. And that trend isn’t slowing down. As
new ways of communicating, reaching customers, and pulling leads develop, so do
strategies that are equally innovative. Take, for instance, cart abandonment emails.
Once, the only place to send and receive cart abandonment messages was through
email. Now, however, Facebook Messenger and a swath of other messaging
platforms are equally viable. Channels are changing, and the way marketers use
them is changing even more. As more and more social media sites find their footing,
expect the merging of different marketing channels to happen even more than it
already has.

 Tools are merging: But it’s not just the channels that are merging. The tools
we use are also merging. How many times this week, for example, have you logged
in to a SaaS product with Google Facebook instead of creating new login
credentials? As more tools flood the Internet, all of it becomes cluttered for the
users of those tools. Fortunately, marketing tools all around the Internet are
working to integrate seamlessly with the giants of advertising. The more that this
happens between social media platforms and SaaS companies, the easier time you’ll
have marketing to your target audience. Really, this merging of online tools is a
good thing for your business. And, more than likely, it isn’t going to slow down
anytime soon. With these trends in mind, it’s time to look at the m ost popular
platforms (and some that are up and coming).

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 Objectives of Study
 To create brand awareness among the customers through social media marketing.
 To increase the sales of the company through social media marketing.

Job Profile

Key Responsibilities
 Shortlisting list of colleges, schools, NGOs and other private institutions: provided with
a excel sheet of whole India private institutions, then shortlisted all different institutions
of Delhi NCR category wise.
 Developing content for articles and PowerPoint presentations: research on internet about
the product and convert it into an article as customer point of view.
 Research about different tools to interact with the customers on social networking
platforms at a single point in time.
 Developing and Posting of contents on all social networking platforms, these may include
facebook, Instagram, LinkedIn.

Issues and Challenges

 Unavailability of co-team workers on a pre-decided schedule.
 Less knowledge about the construction products.
 Less knowledge about the social networking aiding tools like Zoho Social, pilot poster,
Social aider, Content Studio, etc.
 Coordination of work among the employees.
 Developing content for different platforms.
 Interaction with the new customers.
 Understanding of office culture.

Key Learnings:
 New concept and process of digital marketing.
 Concept of social media marketing.
 New tools to manage social networking platforms.
 Operations in marketing department.

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RECOMMENDATIONS:
 Software to shortlist all the list of all private institutions.
 Should be a proper coordination of work among the employees.
 There should be proper coordination among all social media platforms.

CONCLUSION:
According to the study, we conclude that social media marketing has a vast impact on company.
Social media can help to create a superior brand with the help of its networks which increases
brand awareness and customer relations around the world. It helps companies to increase its sales
which lead to increase in profits of the company.

References:
https://www.makemebuilder.com/
https://en.wikipedia.org/wiki/Social_media_marketing
https://searchengineland.com/guide/what-is-social-media-marketing

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 ANNEXURE

Strategies of Social Media Marketing

 Passive approach: Social media can be a useful source of market information and a
way to hear customer perspectives. Blogs, content communities, and forums are
platforms where individuals share their reviews and recommendations of brands,
products, and services. Businesses are able to tap and analyse the customer voices and
feedback generated in social media for marketing purposes;[15] in this sense the social
media is a relatively inexpensive source of market intelligence which can be used by
marketers and managers to track and respond to consumer-identified problems and detect
market opportunities. For example, the Internet erupted with videos and pictures of
iPhone 6 “bend test” which showed that the coveted phone could be bent by hand
pressure. The so-called “bend gate” controversy[16] created confusion amongst customers
who had waited months for the launch of the latest rendition of the iPhone. However,
Apple promptly issued a statement saying that the problem was extremely rare and that
the company had taken several steps to make the mobile device’s case stronger and
robust. Unlike traditional market research methods such as surveys, focus groups, and
data mining which are time-consuming and costly, and which take weeks or even months
to analyse, marketers can use social media to obtain ‘live’ or “real time” information
about consumer behaviour and viewpoints on a company’s brand or products. This can
be useful in the highly dynamic, competitive, fast-paced and global marketplace of the
2010s.

 Active approach: Social media can be used not only as public relations and direct
marketing tools but also as communication channels targeting very specific audiences
with social media influencers and social media personalities and as effective customer
engagement tools. Technologies predating social media, such as broadcast TV and
newspapers can also provide advertisers with a fairly targeted audience, given that an ad
placed during a sports game broadcast or in the sports section of a newspaper is likely to
be read by sports fans. However, social media websites can target niche markets even
more precisely. Using digital tools such as Google Ad sense, advertisers can target their
ads to very specific demographics, such as people who are interested in social
entrepreneurship, political activism associated with a particular political party, or video
gaming. Google AdSense does this by looking for keywords in social media user’s online
posts and comments. It would be hard for a TV station or paper-based newspaper to
provide ads that are this targeted (though not impossible, as can be seen with “special
issue” sections on niche issues, which newspapers can use to sell targeted ads). Social
networks are, in many cases, viewed as a great tool for avoiding costly market research.
They are known for providing a short, fast, and direct way to reach an audience through
a person who is widely known. For example, an athlete who gets endorsed by a sporting
goods company also brings their support base of millions of people who are interested in
what they do or how they play and now they want to be a part of this athlete through their
endorsements with that particular company.

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